Strategical analysis of Mobile Ecosystem holding Vodafone's viewpoint

CHALLANGES IN THE MOBILE SPACE
Milan, 07-21-2009Vodafone Graduate ProgramCandidate: Alberto Lia

SUMMARY
Mobile Ecosystem
Hot trends in mobile
Competitors’ positioning
Vodafone’sopportunity
Conclusions
WHAT ARE THE KEY CHALLENGES FACING VODAFONE?

Convergence :

Devices
Software
Internet
Industrysectors
Web

Fragmentation
Demandforopenness
Internet
Converg. space
Cell phones
PC
Cellular network
MOBILE ECOSYSTEM

Networks are spo
HOT TRENDS IN MOBILE
1. Networks are speeding up

1. Networks are speeding up
3G deployments are driving mobile data usage.
+100% by 20131
20% of MNO revenue
1. 2008 Informa Media Report

2. Smartphonetolead in developedcountries
+12,7% in Q1 20091
1. 2009 Gartner Report

3. Demandofcompellingapps and services

3. Demandofcompellingapps and services
Payspecialattentionto:
Mobile 2.0

Location basedservices
Social networking
Usergeneratedcontents
M-Advertising
M-Commerce
Mobile TV
Mobile CloudComputing

NearFieldCommunication
$60B in 20121
1. Report Buyer

COMPETITORS

COMPETITORS’ POSITIONING

OPPORTUNITYVODAFONE’S…
To deliver a Unique and Natural User Experience

FOCUSING ON ...
1. Shorttermopportunity:
Promote “mobile” as a (cloud) computingplatformbuildinganOPEN ECOSYSTEM with 3rd party service providers, exploiting Vodafone’s assets

MobileWidget
Mobile applications and services
Push Location BasedServices and Social Network

2. Mid-termopportunity:

Provideseamlessfixed/mobile VoIPservicesover 3+G network

CONCLUSIONS
Mobile Market is turbolent
Many new promising technologies
Huge demand for openness and for personal compelling services
Comparison of competitors’ market position
Opportunity to enhance mobile widget/apps
Opportunity to provide VoIP services

THANKS!
ANY QUESTION?