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Georg Schildener, Deutsche Telekom AG
m2m Forum 2011 / Milan / May, 5 th 2011
Future proofing M2M
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Deutsche Telekom at a glance.
Three Challenges to Future Proof M2M.
1) The Complexity Challenge.
2) The Relationship Challenge.
3) The Pricing Challenge.
Whats Next?
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 3
Deutsche Telekom, a Global Player.The only operator with seamless transatlantic footprint.
Deutsche Telekom Footprint
Main emphasis: mobile communications(majority shareholdings)
Integrated markets (majority shareholdings)
Telecom Srbija (via OTE)Serbia
Albania AMC (via Cosmote)
Bulgaria Globul (via Cosmote)Germany Deutsche Telekom
Greece OTE, Cosmote (via OTE)
United Kingdom Everything Everywhere*
Croatia T-Hrvatski Telekom
FYROMMakedonski Telekom (via Magyar Telekom),T-Mobile MK (via MakTel)
Montenegro Crnogorski Telekom (via Magyar Telekom)
Netherlands T-Mobile Netherlands
Austria T-Mobile AustriaPoland Polska Telefonia Cyfrowa (PTC)
Romania Romtelecom (via OTE), Cosmote Romania(via Cosmote)
Slovakia Slovak Telekom, T-Mobile Slovensko
(via Slovak Telekom)Czech Republic T-Mobile Czech Republic
Hungary Magyar Telekom, T-Mobile Hungary(via Magyar Telekom)USA T-Mobile USA
Telecom Srbija (via OTE)Serbia
Albania AMC (via Cosmote)
Bulgaria Globul (via Cosmote)Germany Deutsche Telekom
Greece OTE, Cosmote (via OTE)
United Kingdom Everything Everywhere*
Croatia T-Hrvatski Telekom
FYROMMakedonski Telekom (via Magyar Telekom),T-Mobile MK (via MakTel)
Montenegro Crnogorski Telekom (via Magyar Telekom)
Netherlands T-Mobile Netherlands
Austria T-Mobile AustriaPoland Polska Telefonia Cyfrowa (PTC)
Romania Romtelecom (via OTE), Cosmote Romania(via Cosmote)
Slovakia Slovak Telekom, T-Mobile Slovensko
(via Slovak Telekom)Czech Republic T-Mobile Czech Republic
Hungary Magyar Telekom, T-Mobile Hungary(via Magyar Telekom)USA T-Mobile USA
*JV with France Telecom.
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 4
Deutsche Telekom A Pioneer in Enablement.We are the leading mobile wholesale provider in Europe and we create mutual benefits.
Textbox Headline
Competitors M2M ConsumerElectronics
We enable Business
MVNO
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Deutsche Telekom at a glance.
Three Challenges to Future Proof M2M.
1) The Complexity Challenge.
2) The Relationship Challenge.
3) The Pricing Challenge.
Whats Next?
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 6
The Complexity Challenge: The M2M Value Chain.Complex M2M delivery model includes players from different industries.
M2M Value chain & Ecosystem
Machine /Box supplier
ModemSupplier
CommunicationProvider Appl. Provider
SystemIntegratorEnabler
Sales /Cust. Care
M2M Providers need enablement to cope with the complexity of the value chain
=> Partnering is essential now and going forward
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 7
The Complexity Challenge: Case Study.Public Sector: Truck Toll System.
Mastering the Complexity Challenge
Toll Collect is a consortium of Deutsche Telekom, Daimler and Cofiroute .
Commissioned by the German Federal Ministry of Transport, Toll Collect has established and operatesa turn key toll system that charges fees for trucks on designated German freeways ( usage based ).
AGPS unit built into the truck transfers data via GSM module, toll terminals automatically charge viaInternet. In addition toll bridges and mobile control stations prevent toll abuse.
System solution supply
Data center operation / Incident support
Toll-billing calculation
Technical consulting
SIM card supply and qualified SIM cardadministration process
Our service
Nationwide Truck Toll System in Germany
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Deutsche Telekom at a glance.
Three Challenges to Future Proof M2M.
1) The Complexity Challenge.
2) The Relationship Challenge.
3) The Pricing Challenge.
Whats Next?
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 10
The Relationship Challenge: Case Study.Vehicle Telematics: Consumer Electronics.
Mastering the Relationship Challenge
Real-time navigation and routing services like LIVE traffic, local search, mobile speed control etc .
NAVIGON live services on NAVIGON devices with embedded Telekom SIM connectivity.
Launch in 15 countries simultaneously (October 2009).
What more? Deutsche Telekom integrates NAVIGON software into smart phones - on iPhoneNAVIGON software 2 years for free with a 24 month subscription.
Deutsche Telekom enables connectivity needswith one contract / one SIM for 15 countries.
Worry-Free use of real-time services around
Europe without additional roaming costs forusers.
Push of NAVIGON software via Integration intoDT App portfolio.
Our service
Strategic partnership in navigation business
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Deutsche Telekom at a glance.
Three Challenges to Future Proof M2M.
1) The Complexity Challenge.
2) The Relationship Challenge.
3) The Pricing Challenge.
Whats Next?
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 12
Greatly varying value per bit makes mere pay for MB a nonsense proposition=> Operators to provide individual Pricing for individual needs
The Pricing Challenge: M2M is different.Value per bit differs according to application.
Entire service offering requires acouple of bytes, transferred reliably and
fast.
Service offering requires largebandwidth, but transfer can be at off-
peak hours.
Fire Alarm Electronic Signage
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 13
Project individual pricing - illustrative
The Pricing Challenge: Rates for individual demands.Different applications require different business models.
Fixed
Variable
Long
Short
Frequently
Rarely
Daily
One-time
High
Low
Monthly
Usage
abroad
Lifespan
of solution
Required
data volume
Predictability
of data volumeInvoicing
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 14
Requests for a Life-Time-Fee offer from several industrieswith longer-lasting appliances.
One Price for all and for life.
Demand for LTF based on a clear, individual requirement forconnectivity which support the customers cost calculation .
For the entire (solution) system design:
Life-Time of solution
Traffic volume
Regional spread
We need one fixedprice for the lifetime of
the M2M solutionwhich we can integrateinto the calculation ofour production costs.
LTF is not a flat model to support unlimited traffic.
LTF shall not be misused, thus is designed for theconnectivity behavior of the solution.=> future proof through update of commercials if needed
Marketdemand
Pre-requisite
What it isNOT!
The Pricing Challenge: Lifetime Fee (LTF).LTF - How to enable predictable traffic ?
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 15
The Pricing Challenge: Case Study.Vehicle Telematics: Navigation / traffic information.
Mastering the Pricing Challenge
BMW Connected Drive stands for intelligent connection between driver, vehicle and environment.Connected Drive delivers services like emergency call, breakdown service, information services, trafficinformation, internet access and more.
Divers/ End-Users can choose which Connected Drive package they want to use (BMW Assist, BMWOnline, BMW Internet) .
All services are available via one globalM2MSIM chip inside BMW vehicles.
Deutsche Telekom enables voice and data
communication world wide*.BMW can manage connectivity andservices via DT M2M interfaces directly.
Our service
BMW Connected Drive
*except US
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 16
Global customers need a central partner.
Customers need one simple interface to managetheir multinational operation.
Price per MB does not cut it.
Solutions evolve over time and need constantbusiness model support.
Pricing needs to accommodate change.
Partnering is keyDelivery Value Chain is complex.
Doing everything alone will not work.
Summary: Future Proofing M2M .A new approach to Business models is needed to enable connected devices.
The Complexity Challenge
Central Interface
The Relationship Challenge
Business Model Innovation
The Pricing Challenge
The Complexity Solution
The Relationship Solution
The Pricing Solution
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Deutsche Telekom at a glance.
Three Challenges to Future Proof M2M.
1) The Complexity Challenge.
2) The Relationship Challenge.
3) The Pricing Challenge.
Whats Next?
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May. 5th, 20112011-05-05_m2m Forum_v01.ppt 18
What is next ?Future Proofing M2M in real life conditions.
EnergyHealth
Automotive
DT Solution Business
Joint project of DT and the city ofFriedrichshafen, launched in 2007
Real life conditions, customer feedbackand scientific research
Improvement for the futurequality of life
(residents) and business conditions
T-City and Solution Business
T-City
For more information visit: www.t-city.de
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Deutsche Telekom AGGeorg Schildener
International Mobile WholesaleCell: +49 151 1222 3022eMail: [email protected]
Questions Welcome