Daniel Collico Savio Web 2.0 Influence On Telcos Its 2008 Rome

transcript

1 Copyright Snark Consulting

Web 2.0 influence on Telcos

Daniel Collico SavioDirector, Snark Consulting http://www.snark.com.ardcollico@snark.com.ar

Contents

Web 2.0 in a nutshell

Framework

Choosing some pieces of the puzzle Software as a service Content as a driver Bussines models

On the practical side… Monetizing Web 2.0 Consequences on the individual

Changes

1. Constructivism theory

2. OLPC

3. Mesh / Power consumption

4. Media attention

5. Classmate (Intel)

6. Flash drive improvement

7. ASUS E / HP 2133

8. Dell mini Inspiron

9. Mobile network affected More devices Different type More upload

Web 2.0 is not Second Life

Web 2.0 is about collaboration and interactions…

… and less time.

“Key differences between Web 1.0 and Web 2.0” (Cormode and Krishnamurthy, First Monday, 2008)

Channel

Intrusivity

Why Web 2.0 works?

Reach Online reputation

Technology

Marketing

Assesing the impact on Telcos

Telcos Technology Marketing

Value proposition Content Services Gadgets

Users Consequences on the individual

Technology

Marketing

4 - Content

3 - Gadgets

5 - Services

Framework

2 - Technology

1 - Marketing

T e l c o

SW as a ServiceOVI

Web21CSmartZone

FIOS3G

BlykSugar Mama

Flat ratesBetter chipsets / Better

browsersOS integration / iSkoot

MM messages / Music-Video

P2P as a driver / Gaming

Wallets-LBS Digital IDBubbletop

Grand Central

6 - Users

U s e r s

Continuos partial attention / New experts / Silent

Iceberg / Cluster effects

Trend 1: Change in value proposition

Why not think in something for free, for a given target?

Examples: Blyk in UK / Netherlands Sugar Mama (Virgin Mobile, US)

Impact Advertising New segments in DW

Web 2.0 in the Telco datamining

Cluster

Interaction

David Armano, Alex Wong ( 2007)

New segments

Source: “Content Creators and PIM Freaks Key to Mobile Enterprise Success” (2006)

Trend 2: SW as a Service

Third parties integrating Web 2.0 services to Telcos.

Examples: Aepona for Telus Nokia for Telefonica / Vodafone Web21C inside BT

Impact Integrate billing Branding differences Open software factories

Trend 3: Speed

Deliver more speed to Customer

Examples: Verizon FIOS Different flavours of 3G

Impact Capex

• concern for fixed operators Flat rate vs “reasonable use of service” Customer service (low churn) Speed opens the gates for Content bundles

• Different contexts• Usability• “relevant pieces of content”

GSMGSM

GPRSGPRS GPRSGPRS

Wi -- F

In the Hot-spots Cities Suburbs, Country- Developing Entireoffice central towns side countries planet

Mb/sec

WiWi--MaxMax

WLANWLAN

EDGEEDGE

Speed (cont.)

Content BusinessFixed Access:

Mobile Access

@hotmail.com

Trend 4: GadgetsReal computer class processing power is on the mobile side

Better mobile browsers

OS standard convergence Symbian / Android /LiMo

Examples: iPhone Nokia N95

Impact People choosing Telco by handset Smarphones are finally reaching the mainstream Single device for everything? Really?

8 Gb iPhone curve

Gadgets: Maslow ReloadedRationale layer

How much? Is it a flat price? Which mobile company?

Use Talk, SMS, email, Web browsing Web 2.0

Opening the game OS APIs

Physical (emotional) layer Nokia fans, Ericsson fans… emotional layer

Trend 5: ContentMultimedia changed what people communicate about, and how people do it

DRM is gone. Apple users doesn´t use iTunes. Examples: Comcast has changed P2P policy

• Sept-08: “250 Giga is the limit” Voice into next Sony gaming consoles.

Impact Collaboration and content creation forces are driving

users to get what they want (music, video, etc) for free Most Internet traffic is P2P Expect more changes in music industry models. Content is a driver of growth, not a threat.

Content: P2P traffic

Trend 6: identification & mash-ups

On top of everything else mobile phones are a wallet a map

Key issues here: Identify / Locate / Combine info

Impact Billing Privacy / security issues Telcos systems should manage URL accounts Real online marketing 1:1 in mobile context Google will look like a Telco!

All the pieces together

Identification

Personalization

Location / Context

Agreement

Context

BubbleTop from Orange

Open Id standards in France Telecom: john.smith.Telco_X

Google Grand Central

Service

Mashups: Housing Maps

Mashups + Gaming - WOW

Gadget + Services: mobile maniaBy 2011 there will be 1 mobile broadband connection for every 4 wired broadband subscribers (*).

Context: Liberal licensing 3G policy in BRIC countries. Smart Mobs and dating services in narrow areas Mashups moving to Mobile

Impact Cyberspace will change to something “on the move”.

(*) Source: Infonetics Research (2008)

Monetizing new services

Web 2.0 players revenues: Advertising, click-through, SEO/SEM…

Connecting both worlds means… Improve legacy BSS systems Multiple charging models (i.e. “per event”) Single convergent platform for multiple NW access

Usual Telcos revenues: Voice, SMS, Handsets, Content, TV…

Individual

Lewis Carroll: “The hunting of the Snark”

Expanding our reach Accepting contacts Becoming experts

Having less time to focus Continuos partial attention Cluster effects

Impact Churn on the rise New segments Expect no loyalty from Web 2.0 customers

Individual

Work Leisure

Telco: customers and employees

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

Still there´s a long way to go

Most of the picture is a “silent iceberg”. 52% Internet users is not involved on Web 2.0 activities 33% are still “eyeballs”.

Thank you!

Daniel Collico SavioDirector, Snark Consulting

http://www.snark.com.ardcollico@snark.com.ar

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