‘The Martini Effect’Any Time, Any place,

Anywhere!

Anthony Harford, Business Consultant, BT

Wireless

Tel: 0121 230 2719Email Anthony.Harford@BT.Com

LocationBCA Edinburgh, 15 February 2001,

Agenda

11 BT Wireless CredentialsBT Wireless Credentials

22 The Market DriversThe Market Drivers

33 The Corporate View The Corporate View

44 Consumer InternetConsumer Internet

5 5 ReviewReview

BT Wireless Leading the Mobile Data Wave

SMS...Live Information Services...e-mailSMS...Live Information Services...e-mail

Mobile ISPMobile ISP

WAPWAP

GPRSGPRS

UMTSUMTS

1999 2000 2001 2002 2003

M-Commerce

Market DriversMarket Drivers

NextGrowth Wave

Globalisation

New Technology

User Applications

Data / Internet

Economics

The mobile market is at a point of inflexion

Drivers of Transformation

Customer Needs

Increased Competition

Deregulation/ Spectrum

The emergence of the ‘networked’ society’

……we are at the outset of a truly remarkable we are at the outset of a truly remarkable revolution where ... revolution where ...

• Anything that can be connected will be!Anything that can be connected will be!• Anything that can be digital will be!Anything that can be digital will be!• Anything that can become mobile will become!Anything that can become mobile will become!

IndustrialRevolution

InformationSociety

The ‘Networked’

Society

Dismantling of traditional industry structures, disaggregation of traditional business models,

a wealth of opportunities and considerable threats

• Voice goes mobileVoice goes mobile• Mobile leaps towards IP Mobile leaps towards IP • Explosive growth in Internet (even greater) Explosive growth in Internet (even greater)

growth of Intranetsgrowth of Intranets• Mobile goes ‘broadband’Mobile goes ‘broadband’• The emergence of mobile internetThe emergence of mobile internet• The advent of an e-(mobile) commerce boomThe advent of an e-(mobile) commerce boom• The emergence of new value chainsThe emergence of new value chains• A reshaped competitive landscapeA reshaped competitive landscape

Series of ‘paradigm shifts’

…on the contrary ‘the networked society’ is the result of ..

Devices Infotainment

ApplicationsNetworks/Platforms

Barclaycard

Sega

Yahoo!

Lastminute.comBSkyB

iobox

Reuters

MTV

Nokia AOL

PalmPsion

Sony

Virgin Mobile

NTL

Handspring

Trafficmaster

Playstation

IBM

Orange

Vodafone

Carphone Warehouse

BTTesco

Genie

Intense competition for customer attention

M-Commerce

The Corporate ViewThe Corporate View

What is going to enable the Mobile Data

Explosion?

Affordable, Well designed Terminal EquipmentAffordable, Well designed Terminal Equipment

Affordable, High-Speed, non-stop networkAffordable, High-Speed, non-stop network

Standards Based, Low-Cost Software applicationsStandards Based, Low-Cost Software applications

General Packet Radio Service: The always on

Wireless network

GSMGSM

Internet SPInternet SP (WWW) (WWW)

Companies Companies Corporate LANCorporate LAN

GPRSGPRSBase -StationBase -Station

Third Party Third Party Data NetworkData Network

GSMGSM

Applications Investment

The right Terminal for the right application

What will Corporates value?

• Email, CalendarEmail, Calendar• Intra-net InformationIntra-net Information• E-commerceE-commerce• Video still imageVideo still image

Road / Traffic Info; Railway mgmt. Fleet management

Management; Helpdesk; Security; Synchronisation; ASP’s

Mobile Commerce Segmentation

corporate

SME

consumer

Intranet access N/aField processes: sales,

engineers;Target sectors?

Virtual workspace

Personal world

Capture & correspond

Machine to machine

Internet + Extranet access Smaller applications -

too much customisation

N/a

Youth;Internet access;

E-commerce + info partnerships

Little premium for mobility

Small opportunities

Customer databases;channel for others to reach our customers

Marketing to base

low

highpriority

priority

Blurred work and home worlds

not fixed machines

Mobile machines

‘mass’ versions of corporate solutions

Smaller applications - too much customisation

‘mass’ versions of corporate solutions

M

S

M-Commerce

Consumer InternetConsumer Internet

Vertical Brand Portals

Business Life StyleCross Over

Managed DIY

CORP

SME

CONS

VW C&C

PW

low

high

MtM

CORP

SME

CONS

VW C&C

PW

low

high

MtM

Horizontal Brand Portals

Aimed at MobileLife or Workstyle

Managed

So what do customers really want from their applications?

ValueValue• Work enhancementsWork enhancements• Life enhancementsLife enhancements

• FunFun

PersonalisedPersonalised•Device independentDevice independent

• Location (in)dependentLocation (in)dependent•Always relevantAlways relevant

AvailableAvailable• Easy to accessEasy to access

• Easy to useEasy to use• ActionableActionable

RelevanceRelevance• Time criticalTime critical

• Real timeReal time• ScheduledScheduled

DynamicDynamicPersonalised informationPersonalised information

Anywhere, anytime, any deviceAnywhere, anytime, any device

Which applications are Valuable?

Involves moneyFree

Information

Application

Business value

High Personal value

Calendar,MailSchedule

WAP GSM

GSM

Transport

3GHigh Speed

GPRSLow Speed

GPRS

WAP Phone

Phone

TerminalSpecificdevice

PDA/GPRS

GPRS WAPPhone

Will pay for

Like to know

BusinessCritical

User Critical

Time Critical

Value

What are the Value Propositions?

Vertical

Horizontal

PortalBusiness/Personal

Corp Man

Corp DIY

M-Commerce

ReviewReview

GPRS

Internet

An enterprise solution that happens to be wireless.

Terminal Network Interconnect Integration

Application ASP/In HouseSecurity Encryption End to end securityOperating SystemForm FactorRadio Testing Coverage Internet/Fixed Line

Applications / Integration required

The 8 questions for an E-business

• Do you know your customer?Do you know your customer?• Do you use multiple channels to interact with customers?Do you use multiple channels to interact with customers?• Have you personalised the customer experience?Have you personalised the customer experience?• Have you focused on 100% customer satisfaction?Have you focused on 100% customer satisfaction?• Do you optimise the value of every customer?Do you optimise the value of every customer?• Have you Developed and maintained global customer Have you Developed and maintained global customer

centric eBusiness architecture?centric eBusiness architecture?• Have you leveraged & extended the eBusiness Have you leveraged & extended the eBusiness

ecosystem?ecosystem?• Do you cultivate an organisational culture built on Do you cultivate an organisational culture built on

eBusiness Excellence and Innovation?eBusiness Excellence and Innovation?

M-Commerce Conclusions

• The market is moving very quickly!The market is moving very quickly!• New channels to market will emerge!New channels to market will emerge!• You cannot wait for the next technology!You cannot wait for the next technology!• Do not buy a technology buy a solution!Do not buy a technology buy a solution!• Huge new opportunities to fast movers!Huge new opportunities to fast movers!• To be different you have to be different!To be different you have to be different!• If it already has not changed the way you If it already has not changed the way you

do business it is about to!do business it is about to!

‘Thank You’Also available for weddings and

after dinner speeches

Anthony Harford, Business Consultant, BT

Wireless

Tel: 0121 230 2719Email Anthony.Harford@BT.Com

LocationBCA Edinburgh, 15 February 2001,