Monetize broadband and OTT

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Innovate – Monetizing Mobile Broadband and OTT …

Innovate – Monetizing Mobile Broadband and OTT
Speaker Michael Martinsson, Fixed Broadband and Convergence Market Category Driver. Presentation from the Broadband World Forum, Amsterdam, 2012.

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  • 1. Monetize broadband and over-the-top Michael Martinsson Head of Marketing, Fixed Broadband & Convergence EricssonMonetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  • 2. Coming up with a great idea is just the beginning of innovationMonetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  • 3. now mobile data growth 6.3 billion doubled between q1 2011 mobile and q1 2012 subscriptions 35 Billion apps downloaded 3g > 1 billion q2 2012 50% of smartphone traffic on ericsson networksMonetize Broadband and OTT || Commercial in confidence || © Ericsson AB 2012Monetize Broadband and OTT Commercial in confidence © Ericsson AB 2012
  • 4. Sharing global experience Ericsson Business Consumer Logics Lab workshops Partner in Traffic and Operator Market Data Innovation Report LabsMonetizing Mobile Broadband andCommercial in confidence | © EricssonEricsson AB 2012Monetize Broadband and OTT | OTT | Commercial in confidence | © AB 2012
  • 5. Innovation. growth. MARKET DEVELOPMENT DIVERSIFICATION New market MARKET PENETRATION PRODUCT DEVELOPMENT Existing market Existing Products New ProductsMonetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  • 6. Innovation. growth. MARKET DEVELOPMENT DIVERSIFICATION New market MARKET PENETRATION PRODUCT DEVELOPMENT Existing market Existing Products New ProductsMonetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  • 7. Market penetrationExchange for services Win airtime Lower price › Entel customers collect › Turkcel callers hear ad › Telering users receive points when using instead of ring tone 2 to 3 ads by SMS/ operator services when calling users MMS on weekdays I got MBB for my points I accept to Win free Airtime by receive ads to accepting to lower my bill receive adsMonetize Broadband and OTT || Commercial in confidence || © Ericsson AB 2012Monetize Broadband and OTT Commercial in confidence © Ericsson AB 2012
  • 8. Innovation. growth. MARKET DEVELOPMENT DIVERSIFICATION New market MARKET PENETRATION PRODUCT DEVELOPMENT Existing market Existing Products New ProductsMonetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  • 9. Product development How much data volume How fast can you download or upload? can you use? What applications (music, video, etc) can you get? Volume Time Location Content Terminal Speed Which terminals How long and/or when can access data service? can you use data service? Where can you use data service?Monetize Broadband and OTT || Commercial in confidence || © Ericsson AB 2012Monetize Broadband and OTT Commercial in confidence © Ericsson AB 2012
  • 10. Shared data plansMonthly Account Access Monthly Line Access Per Device Example: Unlimited Talk & Text with Example: Monthly access fee per 8 GB Shared Data device $40 $30 $20 $10 USB modem Mobile HotspotMonetize Broadband and OTT || Commercial in confidence || © Ericsson AB 2012Monetize Broadband and OTT Commercial in confidence © Ericsson AB 2012
  • 11. Apps and cloud servicesUnlimited social network Premium music service Premium app packages › Telcomcel customers › Telia customers buys › 12 Swapables today. 1- pay a flat fee per day, a Spotify premium 2 included in base week or month subscription bundled packages. Can be with Telia access changed every month. › Zero rated data All I want is to stay close to my Panther 26 Tariff friends I bring my Samsung Galaxy S2 jukebox 200 minutes on the go Unlimited Texts 750 MB of Internet Two Swapables £26 a month Source: Teliasonera.com; Telkomsel.com; Orange.comMonetizing Mobile Broadband andCommercial in confidence | © EricssonEricsson AB 2012Monetize Broadband and OTT | OTT | Commercial in confidence | © AB 2012
  • 12. Innovation. growth. MARKET DEVELOPMENT DIVERSIFICATION New market MARKET PENETRATION PRODUCT DEVELOPMENT Existing market Existing Products New ProductsMonetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  • 13. Market development Connected Cars Personal Navigation Fleet Management › GM OnStar and › Vodafone provides › Orange UK provides operators offers TomTom a single service providers with connected services to global SIM SIM cards and 6 million cars connectivityMonetize Broadband and OTT || Commercial in confidence || © Ericsson AB 2012Monetize Broadband and OTT Commercial in confidence © Ericsson AB 2012
  • 14. Innovation. growth. MARKET DEVELOPMENT DIVERSIFICATION New market MARKET PENETRATION PRODUCT DEVELOPMENT Existing market Existing Products New ProductsMonetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  • 15. Open-up for innovation Content / Service Provider Broker Network Operator Platforms Partners PlatformsMonetize Broadband and OTT || Commercial in confidence || © Ericsson AB 2012Monetize Broadband and OTT Commercial in confidence © Ericsson AB 2012
  • 16. Let’s re-think business MARKET DEVELOPMENT DIVERSIFICATIONNew market Premium Invisible Management MARKET PENETRATION PRODUCT DEVELOPMENT Existing market Add One-trick- Here & Incentivist on pony Now Existing Products New ProductsMonetize Broadband and OTT || Commercial in confidence || © Ericsson AB 2012Monetize Broadband and OTT Commercial in confidence © Ericsson AB 2012
  • 17. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012