IBM Keynote Speech during DigiWorld Summit 2011

1. Consumers, Usages, Devices – What’s next ? What are users really looking for ? Over 13,000 consumers took part in the IBM survey in 24 countries in both the mature and emerging markets

2. More than 5 000 respondents were drawn from across Europe and subscribe to at least one service from a wide range of service providers France : 9.3% of total sample Italy : 4.5% of total sample Germany : 3% of total sample UK : 7.8% of total sample Spain : 7% of total sample

3. More than 5 000 respondents were drawn from across Europe and subscribe to at least one service from a wide range of service providers

4. Consumers are now considering many factors and values Spending Experience Sources of Information Attitudes Advocacy Adjacent Market DECREASE !! DISAPPOINTING ? BOOMING FAST CONSUMER INFLUENCE & DRAG APPEALING

5. http://www.flickr.com/photos/trashd/1102373625 I am loyal to me! Transparent I am connected No time! I have no limits Always on Freedom MY STYLE , MY VALUES Consumers move expenses toward emotive and branded products, reducing CSPs part in the wallet share

6. And todays’ consumers have high expectations and are more certain about what they want from their communications provider They have clearly defined expectations of what they want from their provider now and in the future Intelligent I actively look for the best price for my communications products and services I know exactly which comms products/ services I need ; I choose the provider who is the best able to meet them I give preference to providers that show and actively promote transparency with me I systematically search all available information channels before buying comms products/services I select providers that offer a broad range of contact points (phone, email, in person, text messages, etc.) My requirements for comms products and services are unique and therefore I need tailored-made products Source: 2011 IBM Global Telecom Consumer Survey, Global N= 12848

7. SMARTPHONES are very well aligned with the new consumers needs They have clearly defined expectations of what they want from their provider now and in the future Intelligent My requirements for communications products and services are unique and therefore I need tailored-made products Source: 2011 IBM Global Telecom Consumer Survey, Global N= 12848 Deep knowledge of customer behavior is key Business Analytics and Big Data are critical Innovation has to anticipate trends and moods

8. Consumers look for services which are not device -dependant as … Retail/Shopping Banking/Insurance Healthcare Public Services Utilities Travel & Transport Nbr 1: Receive Mobile coupons/Discounts (46%) Nbr 1: Location-based insurance claims (48%) Nbr 1: Reminders for medications/appointments (55%) Nbr 1: Find nearest public/government agencies (37%) Nbr 1: Time table for public transportation (46%) Nbr 1: Receive notifications of electric/gas/water service outages (46%)

9. The digital revolution is changing the relationship between CSPs and their customers ….. It is a brand new game Consumers become increasingly instrumented Consumers become increasingly interconnected Consumers become increasingly intelligent IBM Institute for Business Value … .leading to a brand new set of opportunities for many stakeholders !!!

10. Stakeholders are fighting the unpredictable « consumer battlefield » …..the game is open !! Devices manufacturers CSPs Application services