Triple Play Service Creation in Lifestyle Markets  Thomas McCarthy-Howe,  Netcentrex VP of Technology
Market Leadership #2 SMS #1 Unified Messaging #1 Voice Mail #1 Real-Time Billing #1 Telecom Voice Applications #1 Mobile M...
Netcentrex + Comverse  Leading the Converged Communication World <ul><li>Innovative, field-proven VoIP, FMC and IMS offeri...
IMS: The Enabler of Blended Services Voice SMS Instant Messaging Video Voice Video Multimedia Services Presence Apps Messa...
The Past and the Future <ul><li>Mass market, no segments </li></ul><ul><ul><li>Telephone company branding </li></ul></ul><...
Worlds of Telecom and Broadcasting Collide Broadcasting Telecom Mobile phone TV PC Fixed phone Content Devices
Service Provider Challenges <ul><li>Challenge # 1: Keep Control Over Subscribers </li></ul><ul><ul><li>   Response: brand...
How are Service Providers Going to Create New Value? <ul><li>Value comes from the combination of bundles + new services </...
Video Is a Key Service Enabler Across All Lifestyles <ul><li>Interactive video services (Mobile - TV - PC)  </li></ul><ul>...
Lifestyle Service Segmentation Number of subs per service Segmentation General lifestyle markets Specialized lifestyle mar...
Lifestyle Service Segmentation Number of subs Segmentation General lifestyle markets Specialized lifestyle markets Branded...
Lifestyle Service Segmentation Number of subs Segmentation General lifestyle markets Specialized lifestyle markets Branded...
Lifestyle Service Segmentation Number of subs Segmentation General lifestyle markets Specialized lifestyle markets Branded...
Contents <ul><li>General lifestyle services </li></ul><ul><li>Branded lifestyle services </li></ul><ul><li>Specialized lif...
General Lifestyle Services <ul><li>Segmentation by age groups </li></ul><ul><ul><li>8 – 15 years old pre-teens / teens </l...
Examples of General Lifestyle Services Televoting Personalization of TV viewing Telephony services on TV Media center cont...
Fastweb’s General Lifestyle IP Platform Enables Wide-Scale Applications  <ul><li>Over 800K subscribers, IP-TV over DSL and...
Consumer Education and Marketing Increase General Lifestyle Adoption <ul><li>The first incumbent telco to offer video tele...
Contents <ul><li>General lifestyle services </li></ul><ul><li>Branded lifestyle services </li></ul><ul><li>Specialized lif...
Branded Lifestyle Services <ul><li>Segmentation criteria = communities of interest </li></ul><ul><ul><li>Groups of users w...
Disney Mobile: The Lifestyle Brand for Families with Young Children <ul><li>Mobile phone service (MVNO) designed for famil...
Amp’d: The Lifestyle Brand for 18-25 Year Old American Men <ul><li>MVNO services designed for young men, launched in 2005 ...
Contents <ul><li>General lifestyle services </li></ul><ul><li>Branded lifestyle services </li></ul><ul><li>Specialized lif...
Specialized Lifestyle Services <ul><li>Segmentation </li></ul><ul><ul><li>Multidimensional segmentation based on psychogra...
Examples of the Multitude of Specialized Lifestyle Services for the Senior Market Healthcare: Medication reminder Pharmacy...
Specialized Triple Play for Students at SJSU <ul><li>Project Description </li></ul><ul><ul><li>Initial pilot project “Camp...
Conclusion <ul><li>Challenge # 2: New Sources of ARPU </li></ul><ul><ul><li>   Response: lifestyle services </li></ul></u...
Upcoming SlideShare
Loading in …5
×

ThomasHowe-Netcentrex.ppt

467 views
407 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
467
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Total Communication, a key element of a winning value-added service strategy, creates a borderless environment where people are free to communicate in the way that is most appropriate and convenient for them at any given moment. It encompasses a variety of real time communications and messaging services for the many different ways that subscribers communicate — as individuals, groups and communities. With Total Communication, talking, voice messaging, emailing, text messaging, chatting and conferencing become equally accessible options, leading users to turn instinctively to their mobile handsets for whatever form of communication they wish to initiate. It lets users decide first whom to contact and then, based on presence information (available/not available), determine the best means to do so.
  • Discussion MyCall is continuously evolving, with new IP applications which allow operators to create unique services, increase ARPU and differentiate vs. competition. Video is one of the killer applications for 3G mobile telephony, for which there is a synergy with fixed-line video which increases the total number of video users. (…) Examples include: One-to-one video over video phones and PC/Webcam New traffic generating applications such as the Video Service Broker, which gives access to chargeable services via a fixed or mobile video terminal: news, traffic info, customer care, weather, astrology, dating, etc.
  • ThomasHowe-Netcentrex.ppt

    1. 1. Triple Play Service Creation in Lifestyle Markets Thomas McCarthy-Howe, Netcentrex VP of Technology
    2. 2. Market Leadership #2 SMS #1 Unified Messaging #1 Voice Mail #1 Real-Time Billing #1 Telecom Voice Applications #1 Mobile Music #3 MMS #1 Mobile Instant Messaging #1 VoIP Application Servers #1 Total Communications Recent Acquisitions Kenan Acquisition- Convergent Billing Leadership Netcentrex Acquisition- VoIP Application Server Leadership
    3. 3. Netcentrex + Comverse Leading the Converged Communication World <ul><li>Innovative, field-proven VoIP, FMC and IMS offering </li></ul><ul><li>Technological excellence and highly skilled professionals </li></ul><ul><li>Leading market position </li></ul><ul><li>VoIP infrastructure & expertise </li></ul><ul><li>Advanced consumer & business services </li></ul><ul><li>Leading VoIP market position </li></ul><ul><li>300 employees, offices in 12 countries </li></ul><ul><li>$50 million 2005 revenues </li></ul><ul><li>50+ service operators </li></ul><ul><li>3 Million VoIP subscribers </li></ul><ul><li>Leading VAS & billing market position </li></ul><ul><li>Mobile expertise and know-how </li></ul><ul><li>Global market reach </li></ul><ul><li>5,000 employees, offices in 41 countries </li></ul><ul><li>$1 billion revenues </li></ul><ul><li>500+ service operators </li></ul><ul><li>1 billion subscribers </li></ul>
    4. 4. IMS: The Enabler of Blended Services Voice SMS Instant Messaging Video Voice Video Multimedia Services Presence Apps Messaging Gaming Application Sharing Separate, single-media sessions Simultaneous, multimedia sessions Services Today Services with IMS
    5. 5. The Past and the Future <ul><li>Mass market, no segments </li></ul><ul><ul><li>Telephone company branding </li></ul></ul><ul><ul><li>Same services for everyone </li></ul></ul><ul><ul><li>Same phones for everyone </li></ul></ul><ul><ul><li>Separate services on separate devices </li></ul></ul><ul><ul><li>Separate providers for </li></ul></ul><ul><ul><ul><li>Communication </li></ul></ul></ul><ul><ul><ul><li>Entertainment </li></ul></ul></ul><ul><ul><ul><li>Information </li></ul></ul></ul><ul><li>Segmented markets </li></ul><ul><ul><li>Personal lifestyle branding </li></ul></ul><ul><ul><ul><li>Narrow psychographic segments </li></ul></ul></ul><ul><ul><ul><li>Specific services for each lifestyle </li></ul></ul></ul><ul><ul><ul><li>A user-centric view of the world.  &quot;it’s all about me&quot; — my applications, my identity, my availability </li></ul></ul></ul><ul><ul><li>Customized GUIs & phones </li></ul></ul><ul><ul><li>All services available on all devices </li></ul></ul><ul><ul><ul><li>Fixed phone, PC, TV and mobile phone </li></ul></ul></ul><ul><ul><li>Single provider can offer </li></ul></ul><ul><ul><ul><li>Communication </li></ul></ul></ul><ul><ul><ul><li>Entertainment </li></ul></ul></ul><ul><ul><ul><li>Information </li></ul></ul></ul>The Past: The Network Was King The Future: The User Is King Evolution towards branding & lifestyle services
    6. 6. Worlds of Telecom and Broadcasting Collide Broadcasting Telecom Mobile phone TV PC Fixed phone Content Devices
    7. 7. Service Provider Challenges <ul><li>Challenge # 1: Keep Control Over Subscribers </li></ul><ul><ul><li> Response: branding, segmentation, & service bundles </li></ul></ul><ul><li>Challenge # 2: New Sources of ARPU </li></ul><ul><ul><li> Response: context-aware lifestyle services </li></ul></ul>
    8. 8. How are Service Providers Going to Create New Value? <ul><li>Value comes from the combination of bundles + new services </li></ul><ul><ul><li>Bundling communication + entertainment + content, etc. </li></ul></ul><ul><ul><li>New value thanks to cross-leveraging of services </li></ul></ul><ul><ul><ul><li>Voice, video, SMS, presence, free content, wireless broadband access </li></ul></ul></ul><ul><li>There is increasing value in narrow end-user segments </li></ul><ul><ul><li>Specific groups of end-users can be profitably addressed with customized services thanks to Quad Play/FMC technology (“long tail” principle) </li></ul></ul><ul><li>New value can be created with context-aware services </li></ul><ul><ul><li>An interaction is established according to a context, in real time or near-real-time mode from: </li></ul></ul><ul><ul><ul><li>User to user (voice and video communication) </li></ul></ul></ul><ul><ul><ul><li>User to content such as quad play services </li></ul></ul></ul><ul><ul><ul><li>Users to machines, servers or third party applications </li></ul></ul></ul><ul><ul><li>Strong input from local and culturally differentiated services </li></ul></ul>The value is created with Lifestyle Services
    9. 9. Video Is a Key Service Enabler Across All Lifestyles <ul><li>Interactive video services (Mobile - TV - PC) </li></ul><ul><ul><li>Dating services </li></ul></ul><ul><ul><li>Videoblogging / moblogging </li></ul></ul><ul><ul><li>Televoting </li></ul></ul><ul><ul><li>Video window on TV show </li></ul></ul><ul><ul><li>Real estate virtual tours </li></ul></ul><ul><ul><li>Information portals </li></ul></ul><ul><ul><li>Home surveillance and monitoring services </li></ul></ul><ul><ul><li>Sports betting </li></ul></ul><ul><li>Video telephony (Mobile - TV - PC) </li></ul><ul><ul><li>“ See what I see” from mobile to TV </li></ul></ul><ul><ul><li>Holiday photo/video message (combined with music or comments) on PC and TV </li></ul></ul><ul><ul><li>Video mail messages from mobile to TV </li></ul></ul><ul><ul><li>Video conferencing between mobile, PC and TV </li></ul></ul>“ Communication is 7% verbal, 38% vocal and 55% non-verbal” Albert Mehrabian, Professor Emeritus of Psychology, UCLA
    10. 10. Lifestyle Service Segmentation Number of subs per service Segmentation General lifestyle markets Specialized lifestyle markets Branded lifestyle markets 2003 2006 Senior medical monitoring
    11. 11. Lifestyle Service Segmentation Number of subs Segmentation General lifestyle markets Specialized lifestyle markets Branded lifestyle markets 2003 2006 Senior medical monitoring <ul><li>General lifestyle markets: </li></ul><ul><li>Segmentation by age group </li></ul><ul><li>Same brand for all age groups </li></ul><ul><li>Services designed to keep up existing ARPU & customer loyalty </li></ul><ul><li>Low cost pricing thanks to economies of scale and historic public investments </li></ul><ul><li>High investment in infrastructure </li></ul><ul><li>Low investment in terminals & GUIs </li></ul><ul><li>Large, integrated service providers </li></ul><ul><li>Long established market </li></ul>
    12. 12. Lifestyle Service Segmentation Number of subs Segmentation General lifestyle markets Specialized lifestyle markets Branded lifestyle markets 2003 2006 Senior medical monitoring <ul><li>Branded lifestyle markets: </li></ul><ul><li>Segmentation by community </li></ul><ul><li>Target segments unreachable by mass market operators </li></ul><ul><li>Unique brand for each community lifestyle </li></ul><ul><li>Services customized to each user community </li></ul><ul><li>Premium / value pricing thanks to strong branding </li></ul><ul><li>Limited investment in infrastructure </li></ul><ul><li>High investment in branding, terminals & GUIs </li></ul><ul><li>Link all elements of lifestyle, including content </li></ul><ul><li>MVNOs since 2003, integrated with TV & PC from 2006 </li></ul>
    13. 13. Lifestyle Service Segmentation Number of subs Segmentation General lifestyle markets Specialized lifestyle markets Branded lifestyle markets 2003 2006 Senior medical monitoring <ul><li>Specialized lifestyle markets: </li></ul><ul><li>Multidimensional segmentation based on psychographics and context </li></ul><ul><li>Unique brand by niche segment </li></ul><ul><li>Services designed for and triggered by specific context of users </li></ul><ul><li>Premium / value pricing in line with context </li></ul><ul><li>High investment in terminals & GUIs </li></ul><ul><li>High investment in partnerships </li></ul><ul><li>Initial market from 2006 </li></ul>
    14. 14. Contents <ul><li>General lifestyle services </li></ul><ul><li>Branded lifestyle services </li></ul><ul><li>Specialized lifestyle services </li></ul><ul><li>Conclusion </li></ul>
    15. 15. General Lifestyle Services <ul><li>Segmentation by age groups </li></ul><ul><ul><li>8 – 15 years old pre-teens / teens </li></ul></ul><ul><ul><li>Key applications: IM, video greetings, gaming, multimedia ringback tones, SMS/MMS, friend locator </li></ul></ul><ul><ul><li>15 – 25 years old students / young adults </li></ul></ul><ul><ul><li>Key applications: single directory, video greetings, video blogging, video “see what I see”, personalization, SMS/MMS, IM, televoting, friend locator, place-shifting </li></ul></ul><ul><ul><li>25 – 55 years old working adults </li></ul></ul><ul><ul><li>Key applications: parental controls, teen locator, single directory, personalization, speech dialing, security, work productivity </li></ul></ul><ul><li>Key value proposition </li></ul><ul><ul><li>Offer service bundles which increase personal utility of communication, entertainment and information </li></ul></ul>
    16. 16. Examples of General Lifestyle Services Televoting Personalization of TV viewing Telephony services on TV Media center content on mobile phone
    17. 17. Fastweb’s General Lifestyle IP Platform Enables Wide-Scale Applications <ul><li>Over 800K subscribers, IP-TV over DSL and FTTH </li></ul><ul><li>10 M calls per day, 910 € ARPU / year; five 9s reliability </li></ul><ul><li>Residential VoIP plus IP-TV, IP-VOD, Data, Teleconferencing, PVR, Video Telephony, Gaming … and many other services </li></ul>
    18. 18. Consumer Education and Marketing Increase General Lifestyle Adoption <ul><li>The first incumbent telco to offer video telephony over their network – November 2004 </li></ul><ul><li>Video telephony platform </li></ul><ul><li>Offer: 99 Euros for 1 phone and the second for free </li></ul><ul><li>Benefits for the Incumbent: </li></ul><ul><ul><li>A way to escape the pure price war </li></ul></ul><ul><ul><li>A way to increase DSL penetration by addressing “non PC-savvy” users with easy-to-use video terminals (“grandmother/grandchild effect”) </li></ul></ul><ul><ul><li>A way to differentiate against a pure VoIP telephony offering </li></ul></ul>
    19. 19. Contents <ul><li>General lifestyle services </li></ul><ul><li>Branded lifestyle services </li></ul><ul><li>Specialized lifestyle services </li></ul><ul><li>Conclusion </li></ul>
    20. 20. Branded Lifestyle Services <ul><li>Segmentation criteria = communities of interest </li></ul><ul><ul><li>Groups of users who have common requirements for communication, entertainment and information </li></ul></ul><ul><ul><li>Leverage existing content and/or brand promise </li></ul></ul><ul><ul><ul><li>Disney: family </li></ul></ul></ul><ul><ul><ul><li>NRJ: young, cool </li></ul></ul></ul><ul><ul><ul><li>Yahoo!: different </li></ul></ul></ul><ul><ul><ul><li>Google: pioneering </li></ul></ul></ul><ul><ul><li>Creating new brands and segmentation using the following criteria: </li></ul></ul><ul><ul><ul><li>Age, gender, geography, interests, hobbies </li></ul></ul></ul><ul><li>Other examples </li></ul><ul><ul><li>Amp’d </li></ul></ul><ul><ul><li>Virgin </li></ul></ul><ul><ul><li>Breizh </li></ul></ul><ul><ul><li>ESPN </li></ul></ul>
    21. 21. Disney Mobile: The Lifestyle Brand for Families with Young Children <ul><li>Mobile phone service (MVNO) designed for families, expected to launch mid-2006 </li></ul><ul><li>Family-package </li></ul><ul><ul><li>Multiple handsets within the same subscription </li></ul></ul><ul><ul><li>Features to improve family communication </li></ul></ul><ul><ul><li>Family entertainment content </li></ul></ul><ul><ul><li>Parental controls </li></ul></ul><ul><ul><li>Limited Internet access and no chat room access </li></ul></ul><ul><li>Almost 2/3 of parents with children aged 8-16 interviewed as part of a Disney study said they would welcome a package designed with families in mind </li></ul><ul><li>Other Disney lifestyle services: </li></ul><ul><ul><li>Entertainment: resorts, cruises, games, books, cinema, TV channel, merchandising, etc. </li></ul></ul>
    22. 22. Amp’d: The Lifestyle Brand for 18-25 Year Old American Men <ul><li>MVNO services designed for young men, launched in 2005 </li></ul><ul><li>Branding and positioning </li></ul><ul><ul><li>Amp'd is focusing on serving their target segment well (2-3M) </li></ul></ul><ul><ul><li>Services include several elements of lifestyle service: voice + Web site + mobile entertainment + original content </li></ul></ul><ul><li>Custom mobile phones </li></ul><ul><ul><li>Cool, inexpensive handsets ready to receive streaming video, music downloads, and pictures of pin-up girls </li></ul></ul><ul><li>Custom user interface: “Amp'd Live” </li></ul><ul><ul><li>Combines music downloads, video clips, ringtones, games, and wallpaper into a single application </li></ul></ul><ul><li>Custom TV / video content </li></ul><ul><ul><li>4 streamed TV stations from major broadcasters and a 5 th channel that will carry self-produced shows ranging from action sports coverage to its own spoof reality TV shows </li></ul></ul><ul><ul><li>Fox Sports, Fox News, Spike TV and International Music </li></ul></ul><ul><ul><li>Clips from the Late Show With David Letterman and highlights from America's Next Top Model </li></ul></ul><ul><ul><li>Also produces its own (mobile) television network </li></ul></ul>
    23. 23. Contents <ul><li>General lifestyle services </li></ul><ul><li>Branded lifestyle services </li></ul><ul><li>Specialized lifestyle services </li></ul><ul><li>Conclusion </li></ul>
    24. 24. Specialized Lifestyle Services <ul><li>Segmentation </li></ul><ul><ul><li>Multidimensional segmentation based on psychographics and context </li></ul></ul><ul><ul><li>Niche-services designed for and triggered by special context </li></ul></ul><ul><ul><li>Unique brand by niche market </li></ul></ul><ul><li>Example of target segment </li></ul><ul><ul><li>Remote biometric monitoring and medical alarm notification for people with chronic conditions, at high risk, or the elderly </li></ul></ul><ul><ul><li>Solution based on custom wireless devices that seamlessly transmit situation-based and location-based data in real-time, for online monitoring, analysis and care </li></ul></ul>
    25. 25. Examples of the Multitude of Specialized Lifestyle Services for the Senior Market Healthcare: Medication reminder Pharmacy re-order Psychological Assistance Heart monitoring Diabetes training Respiratory monitoring Drink reminder Alzheimer monitoring (nPVR + Video, device tracking) Security: Emergency location services ID and social security check Alarm monitoring Commerce: Payment guardianship Proximity video Shopping Services Food supply re-ordering (I-fridge) Edutainment Senior University (TV-Based) Retired education programs nPVR Gaming/gambling Video conferencing Lotto/bingo Network-based card playing Virtual slot machine Automotive, travel & transportation: Wheeling chair battery monitoring & replacement Location/map services Car sleeping control, Emergency services Entertainment Infotainment Profiled nPVR Good old times films Family video storage TTS newspaper reading Senior Harmony Service Bundle
    26. 26. Specialized Triple Play for Students at SJSU <ul><li>Project Description </li></ul><ul><ul><li>Initial pilot project “Campus Village” opened Fall 2005 </li></ul></ul><ul><ul><li>Over 4,500 students and staff </li></ul></ul><ul><li>Campus Village provides: </li></ul><ul><ul><li>Triple Play via fiber to the pillow </li></ul></ul><ul><ul><li>High-speed Internet access </li></ul></ul><ul><ul><li>VoIP (residential and IPCentrex) </li></ul></ul><ul><ul><li>Video on-demand </li></ul></ul><ul><ul><li>Edutainment </li></ul></ul><ul><ul><li>E-learning for recording classrooms </li></ul></ul><ul><ul><li>Distance learning and multi-campus content </li></ul></ul><ul><ul><li>Computer lab </li></ul></ul><ul><ul><li>Interactive gaming center </li></ul></ul><ul><ul><li>Onsite restaurants, including Starbucks! </li></ul></ul>
    27. 27. Conclusion <ul><li>Challenge # 2: New Sources of ARPU </li></ul><ul><ul><li> Response: lifestyle services </li></ul></ul><ul><li>Challenge # 1: Keep Control Over Subscribers </li></ul><ul><ul><li> Response: branding, segmentation, & service bundles </li></ul></ul>General lifestyle markets Specialized lifestyle markets Branded lifestyle markets

    ×