PROVIDING CONTENT FOR MOBILE OPERATORS: PRSP/SMS/WAP

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PROVIDING CONTENT FOR MOBILE OPERATORS: PRSP/SMS/WAP

  1. 1. PROVIDING CONTENT FOR MOBILE OPERATORS: PRSP/SMS/WAP
  2. 2. SO….WHY ARE WE HERE AGAIN? <ul><li>I plan to talk about - What is content? A (very) brief overview. -”The ping Factor” – serving content on the network. - It can’t be done – Challenges in mobile content creation . -”I’ve seen that before”. Content success stories - “I want to do that! Where do I start?” - opportunities for application and career development. </li></ul>
  3. 3. Content Players and Models <ul><li>Cable and TV </li></ul><ul><ul><ul><li>IPTV, HDTV, DTH, DVD online rentals </li></ul></ul></ul><ul><ul><ul><li>Subscription based, VoD, pay per channel/view </li></ul></ul></ul><ul><li>Online distribution </li></ul><ul><ul><li>Ad supported, subscription, eCommerce </li></ul></ul><ul><li>Mobile content (MSPs and MVNOs) </li></ul><ul><ul><li>Browse, download, messaging </li></ul></ul><ul><ul><li>Mobile TV, video and audio clips, ring tones, games </li></ul></ul><ul><li>Outsourced managed services providers </li></ul><ul><li>Super Enablers, Distributers, Publishers </li></ul>
  4. 4. MOBILE CONTENT – 2 BROAD CATEGORIES <ul><li>Handset Personalisation: </li></ul><ul><ul><li>Ringtones, logos, wallpaper, java games, Java applications – Phone furniture </li></ul></ul><ul><li>Information and Entertainment: </li></ul><ul><ul><li>news, weather, share prices, sports updates horoscopes, jokes, trivia, pick-up lines : general broadcast alerts (info and entertainment) </li></ul></ul><ul><ul><li>“ What did this house sell for last?” “What is the price of Equity shares?” : tailored information services (premium) </li></ul></ul><ul><ul><li>Reminder services (partner’s birthday, pick up car from service etc) : personal alerts </li></ul></ul>
  5. 5. DELIVERY MECHANISMS <ul><li>USSD </li></ul><ul><ul><li>Unstructured Supplementary Services Data </li></ul></ul><ul><ul><li>It’s the Telnet of the mobile world </li></ul></ul><ul><ul><li>Can be used to request a diverse amount of content via USSD menus. </li></ul></ul><ul><li>SMS </li></ul><ul><ul><li>Short message Service </li></ul></ul><ul><ul><li>I think you know what this is….the email of the mobile world </li></ul></ul><ul><ul><li>Pushs short text content </li></ul></ul><ul><li>MMS </li></ul><ul><ul><li>Multimedia messeging Service </li></ul></ul><ul><ul><li>The HTML Email of the mobile world – attachments! </li></ul></ul><ul><li>WAP </li></ul><ul><ul><li>The browser of the mobile world </li></ul></ul><ul><ul><li>Very wide variety of content – applications, pictures…etc </li></ul></ul>
  6. 6. Direction of evolution Flat rate pricing Value based pricing Quality of Service Quality of Experience Do it all? Collaborate and Share Creative content More, more & more content Access to customers = Control Increasing control of Content
  7. 7. Content Creation Content Aggregation Content Repurposing Service Provisioning Delivery over network Play on Devices Content Value Chain Cost of storing and transmitting digital content getting lower Collaboration and Innovation is the key Service Providers tried creating own content but not very successfully Web 2.0 and user generated content Generation of embedded players Support for multiple formats Emergence of wireless, NGN, IP networks Online DVD rentals (buy content) More powerful, multi format devices – HDTV, mobile phones Vertically Integrated Players Partnering is beneficial, inevitable Granular charging, reaching to real time customers
  8. 8. VALUE ADDING <ul><li>Using your phone, you access your preferred mobile portal </li></ul><ul><li>You are interested in Football World Cup </li></ul><ul><li>You want alerts? Goals? Half and full time results? Standings only? Next matches? </li></ul><ul><li>Would you like a ringtone with that? Maybe a country anthem? A team logo? Video of the goal? </li></ul><ul><li>How about accessing the m-commerce area to see if there are tickets to the game available? </li></ul><ul><li>Want to pay via your phone bill/ZAP? Why not! </li></ul>
  9. 10. Partner Revenue Sharing Models <ul><li>Percentage Revenue Share Model (most common, several versions in use) </li></ul><ul><ul><li>Linear model, SP pays % of revenue for each generated event to content partner </li></ul></ul><ul><li>Paid up front </li></ul><ul><ul><li>Content is purchased up front, content partner may receive statistical information </li></ul></ul><ul><li>Collect up front, share on usage </li></ul><ul><ul><li>Sell the bundle and collect upfront from subscriber, share revenue on download/usage events </li></ul></ul><ul><li>Stepped Percentage </li></ul><ul><ul><li>% revenue share, % share changes upon reaching predefined volume of events </li></ul></ul><ul><li>Stepped Absolute Amount per Event </li></ul><ul><ul><li>Absolute amount shared per event based on revenue generated in given billing period, amount changes upon reaching predefined revenue level and more </li></ul></ul><ul><ul><li>… </li></ul></ul>
  10. 11. Games Service Provider Subscriber Logo Service Provider Host Operator Rating and Billing Subscriber pays $ 1 per Logo $ 10 per Game Settlements Usage Events Usage Events Percentage Revenue Share Model Absolute Amount Stepped Percentage Stepped Absolute Amount Partner Agreement Gaming - (50 – 50) Logo - (50 – 50) Partner Agreement Gaming - $ 8 Logo - $0.2 Partner Agreement Gaming - 20% >= 100k events 40% < 100k events Logo - 20% >= 100k events 40% < 100k events Partner Agreement Gaming - $ 4>= 100k events $ 8 < 100k events Logo - $ .3 >= 100k events $ .6 <100k events Gaming $ 5 Logo $ 0.5 Gaming $ 8 Logo $ 0.2 Gaming $ 4 per event $ 8 per event Logo $ .2 -1event $ .4 -2event Gaming $ 4 -1event $ 8 -2event Logo $ .3 -1event $ .6 -1event Subscriber downloads a game Subscriber downloads a logo Revenue Sharing Examples
  11. 12. HAVE YOU SEEN HIM – THE 40 MILLION POUND RINGTONE!?
  12. 13. What are the challenges? <ul><li>Subscriber adoption is driven through hype and trial </li></ul><ul><li>Flexibility of product model and securitization of revenue </li></ul><ul><li>Setting up the revenue share models - time to market </li></ul><ul><li>Information scattered - single view difficult </li></ul><ul><li>Reconciliation and dispute resolution - cumbersome </li></ul><ul><li>Lucrative cross product bundling and discounting - complicated </li></ul><ul><li>Real time session control and granularity of charging </li></ul>
  13. 14. CAREER OPPORTUNITIES?? <ul><li>Content Creator </li></ul><ul><ul><li>Why wait, you could start now! You probably already know something that people would pay to know </li></ul></ul><ul><ul><li>Low requirements: Access to a computer is all you need. A (digital) camera helps too! </li></ul></ul><ul><ul><li>Very dynamic – your info is stale as soon as you publish! </li></ul></ul><ul><li>Content Aggregator </li></ul><ul><ul><li>When you have lots of of content creators, it helps when to have one collective point where it can be accessed </li></ul></ul><ul><ul><li>More pricey: Systems and licensing requirements </li></ul></ul><ul><ul><li>Other people keep you updated – Woohoo! </li></ul></ul>
  14. 15. EH........MASWALI?

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