The Impact of Mobile Web 2.0 on the Telecoms Industry

The impact of Mobile Web 2.0 on the Telecoms industry Web 2.0 Expo - Berlin Ajit.jaokar@futuretext.com Nov 2007 0 Copyright : Futuretext Ltd. London

Ajit Jaokar - many hats Ajit Jaokar UK based - Hands on Publisher (futuretext) - Author (Mobile Web 2.0) - Chair: Oxford University's Next Gen Mobile Applications panel - PhD student UCL/UK Recent and forthcoming talks include Stanford University - MIT Sloan Web 2.0 expo - Ajaxworld The Scoble show - CNN money BBC - Oxford University, Heise, Inc The O Reilly radar, European parliament Global top 20 wireless blogger According to fierce wireless www.opengardensblog.futuretext.com 1 Copyright : Futuretext Ltd. London

Ajit Jaokar - alliances .. 2 Copyright : Futuretext Ltd. London

Roadmap .. • Social networks and mobile • Impact of social networks on business models • The changing nature of the Telecoms industry • Mobile Web 2.0 and the deep blue sea problem (uniqueness of mobile) • Interactive • Accent • Verbose. 3 Copyright : Futuretext Ltd. London

Goals?? 4 Copyright : Futuretext Ltd. London

Roadmap .. • Social networks and mobile • Impact of social networks on business models • The changing nature of the Telecoms industry • Mobile Web 2.0 and the deep blue sea problem (uniqueness of mobile) 5 Copyright : Futuretext Ltd. London

6 Copyright : Futuretext Ltd. London

Tectonic plates .. Media, Telecoms and Internet 7 Copyright : Futuretext Ltd. London

Don’t forget the web in Mobile Web 2.0 because Web companies are driving the future of Mobile .. Mobile Web 2.0 8 Copyright : Futuretext Ltd. London

Anyone for Apple Pie? The era of the Networks - 2000 to 2007 The era of the devices and customers has dawned .. “If sharing revenue brings a bigger (APPLE?) pie to the table, then we’ll be happy to share that pie . . . The revenue-sharing model will play an increasingly important role in the future of converged communications.” Peter Erskine, the O2 chief executive ! It is the customer who decides who wins .. 9 Copyright : Futuretext Ltd. London

Google .. We want to create a whole new mobile experience for users Eric Schmidt, Google 10 Copyright : Futuretext Ltd. London

Customer is winner (king) .. Customer is King 11 Copyright : Futuretext Ltd. London

Meta data .. If Customer is King - then Meta data is King Kong 12 Copyright : Futuretext Ltd. London

Umbrella social networks .. People will no longer making a distinction between web and mobile. The social network is increasingly becoming the point of interaction and often the first and increasingly the only point of contact for people. This affects all applications development (all applications will be modelled on facebook apps and span the mobile web and the fixed web) 13 Copyright : Futuretext Ltd. London

50 million MySpace unique visitors - Comparable to - number of American households that tune to Superbowl 100 million YouTube videos every day - Comparable to Top 15 primetime shows in England (100 million viewers) or Top 4 American shows 14 Copyright : Futuretext Ltd. London

Perspectives .. ● Power is moving away from the old elite (Rupert Murdoch, CEO NewsCorp.) ● Our industry is facing a profound challenge from home-made content (Tom Glocer, CEO Reuters) Source: Arthur D. Little 15 Copyright : Futuretext Ltd. London

The world will go on .. Whether we like it or not! People will find new ways to communicate .. Because they always have! So, is it not time to join the party? 16 Copyright : Futuretext Ltd. London

I am not talking to you if you are not in my network! 17 Copyright : Futuretext Ltd. London

Mobile Youth? - The youth are talking - and not necessarily mobile .. 18 Copyright : Futuretext Ltd. London

The youth are reading a book .. 19 Copyright : Futuretext Ltd. London

Unfortunately, that book is called 'facebook' 20 Copyright : Futuretext Ltd. London

And its all about new connections and relationships .. 21 Copyright : Futuretext Ltd. London

And it only gets better or worse depending on your viewpoint .. Limited attention spans .. 22 Copyright : Futuretext Ltd. London

Questions? 23 Copyright : Futuretext Ltd. London

Roadmap .. • Social networks • Impact of social networks on business models • The changing nature of the Telecoms industry • Mobile Web 2.0 and the deep blue sea problem (uniqueness of mobile) 24 Copyright : Futuretext Ltd. London

Part of a much older problem .. Everyone wants to get in bed with the customer 25 Copyright : Futuretext Ltd. London

Value chain .. Advertiser Content Content Web Consumer creator distributor aggregator Web aggregators is a different type of distributor. Everyone is trying to bypass the traditional distributors. Distributors are having to evolve. Dis-intermediate … Distributors - Cable companies ; Web aggregators - YouTube Advertiser to consumer - bud.tv, MVNO, IPTV Content creators - like to go to Web aggregators New distributors are coming in - freeview set topbox $70 and 10million units in 2006 26 Copyright : Futuretext Ltd. London

Advertiser Content OPERATOR Web Consumer creator aggregator The Operator is a type of distributor and is facing the same problem which other distributors are facing 27 Copyright : Futuretext Ltd. London

A fork in the road for former partners? DIS-tributor v.s. Dis-Intermediate Content Customer creator Content OPERATOR distributor 28 Copyright : Futuretext Ltd. London

Broadcast yourselves .. But .. New media is talking about old media .. 29 Copyright : Futuretext Ltd. London

Strategies .. Overall strategy • Content owners ( Maximise revenue, Protect content) • Distributors (operators) - ex: Cable TV - Managed distribution/Walled gardens, ) Content owners: Open distribution user aggregation Community Leveraging assets Content distributors Long tail content - cheap (free!) UGC = lower viewership for traditional content = lower license fees at next round of negotiations=lower money to make content Community .. And customer intimacy! 30 Copyright : Futuretext Ltd. London

Why bother with Mobile Web 2.0? Where is the growth going to come from in our industry? Web growth is proven. Mobile Web growth is not. Can Mobile Web 2.0 help? http://www.pipes.org/Ephemeris/ea73/ea73a25.gif http://www.finfacts.com/irelandbusinessnews/uploads/googmsftnov212006.jpg 33 Copyright : Futuretext Ltd. London

Factors driving change .. • The financial community • The battle for eyeballs • Consumer attitudes are changing – social acceptance of online dating • The growing MySpace generation • Other intermediaries from content to consumer – Slingbox • VOIP is making voice cheap/free (traditional revenue models) • User generated content is becoming more prevalent • New models (Blynk) • Storage on device 34 Copyright : Futuretext Ltd. London

Changing worlds .. • 99% reliability • 18 months lead time • Silo mentality • Interoperability – not a priority • Data apps: low priority • No unpipe • Social networks, Connecting people vs. the media industry • Iterative development, Converged development • Network itself is becoming lower in value • Edge of the network is becoming more important • New services without changes to network (separation of service layer from network layer) • Complex but longer tail services vs.. Existing simple services with mass demand 35 Copyright : Futuretext Ltd. London

Changing nature of Telecoms Assets • Going from specific apps (sms) to leveraging assets • What assets to leverage? Location (based advertising) Data mining trends based on customer historical information APIs such as Billing • Abundance in traditional areas (free voice!) vs.. New areas of leverage (scarcity) • The new areas of leverage now become the core assets • IMS helps to leverage these areas into APIs 36 Copyright : Futuretext Ltd. London

Overview .. What is Web 2.0 a) Web as a platform: pets.com TV (v.s. Google) A web of mainframes? Connecting the farmer in Africa to the rest of the world. b) Harnessing collective intelligence : Google page rank The platform is the Internet, On the Internet, the rules are different. Information sharing is actually better than information hoarding. With enough people sharing information – you build a database and the database becomes bigger and better with incremental users 38 Copyright : Futuretext Ltd. London

A blue chair is a chair .. A concept cannot exist in isolation. Mobile Web 2.0 must be defined in context of Web 2.0 http://www.whittlepainters.com/images/avalon/black%20avalon.jpg http://www.latoys.com/new/images/16603_avalon-chair-blue.jpg 39 Copyright : Futuretext Ltd. London

Embodiment of the sixth principle .. Web 2.0 Web As A Platform Harnessing Rich user collective experience Intelligence Data is the Intel inside S/W above a Single device Light wt Programming End of the S/W models Release cycle 40 Copyright : Futuretext Ltd. London

What does it all mean? When we extend this definition to ‘Mobile Web 2.0’ – there are two implications : a) The Web does not necessarily extend to mobile devices b) Even though the Web does not extend to mobile devices, intelligence can still be captured from mobile devices. 41 Copyright : Futuretext Ltd. London

Capturing Mobile intelligence • Capturing intelligence at the point of inspiration • Tagging • Unique data elements like location 42 Copyright : Futuretext Ltd. London

Not ringtones etc (packaged content)! Mobile Web 2.0 != Packaged content (ringtones) 43 Copyright : Futuretext Ltd. London

Harnessing collective intelligence: Mobile devices (b) The web Mobile Web 2.0: Harnessing backbone – but not necessarily web collective intelligence through protocols end to end restricted devices (a) – harnessing collective (c) The PC: Selecting intelligence and configuring the service 44 Copyright : Futuretext Ltd. London

The Deep blue sea problem … 45 Copyright : Futuretext Ltd. London

Walk on water .. What value can be added? What value can Mobile add to the Web without losing the ethos of the Web? TIM - Dr Massimo Valla's team - sharing context from mobile devices. T-mobile - Dr Joerg Heuer in Berlin - Identity France Telecom - Martin Duvall Nokia - Ovi SoonR - Enterprise, OMTP, Opera - for browsers .. ODP - On device portals .. 46 Copyright : Futuretext Ltd. London

TIM .. 47 Copyright : Futuretext Ltd. London

Internet (IP) Mobile Internet WiFi, Wimax,HSDPA, DVB-H, WCDMA, Bluetooth, IMS Maps, LBS and Geotagging Music Entertainment and games Full web Browsing/ Search Communities Images: blogging, sharing, Video, IPTV and geotagging mobile TV VOIP, voice, messaging Context, Payment, security, Identity 48 Copyright : Futuretext Ltd. London Customer centric mobile value chain: www.opengardensblog.futuretext.com

Recap .. • Umbrella social networks .. • Mobile Web 2.0 and the deep blue sea problem (uniqueness of mobile) - Embrace the ethos of the web and yet add something new 49 Copyright : Futuretext Ltd. London

Mobile Web 2.0 www.futuretext.com www.opengardensblog.futuretext.com Ajit.jaokar@futuretext.com Contact me for IMS and Web 2.0 or for meetings at the conference Thanks!! All images from Google images or their respective copyright . 51 Copyright : Futuretext Ltd. London

The Impact of Mobile Web 2.0 on the Telecoms Industry

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