Saas Themes In Mobile Industry - Alok Mittal - Canaan Partners,

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Color reflects inhouse activities; lighter means more outsourced Project execution is across network design, implementation Earlier – telcos would buy all equipment and use some project services, but pretty much own and run the network and services. Thus, suppliers to telcos were mostly selling equipment. Or small service components.

Now – (1) Capital expenditure is outsourced with all services – has impact on capacity planning and alignment (2) Management of those services are outsourced. LED BY EXPERTISE, COST EFFICIENCY THROUGH SCALE, SHARING OF INVESTMENTS/REWARDS Telcos now work with very “Saas” like relationships – pay per Erlang, pay rent for towers, call center by number of calls – and demand SLAs guaranteeing them. IT has been outsourced in toto This has also led to infrastructure sharing model, not very dissimilar to what SAAS providers do. Last year, Airtel outsourced customer care for its premium customers to IBM (across sales, customer service and backoffice) MVNO is an established model where marketing is outsourced on a pay as you go basis – In India, VAS providers are getting into those shoes The second iteration of the process has started where managed service providers are now engaging sub-contractors on a managed service basis – turnkey power is being outsourced on a per watt or running hour basis by tower management companies If you are a company supplying to telcos, what does this mean for you? What are the new businesses that come up with this?

1980s – Proprietary OS with little more than embedded systems. Hard and expensive to develop applications, and often required relationship with device OEMs. Phone hota hai baat karne ke liye 1990s – Docomo pioneered a service model to applications (VAS) and propagated through Japan. Developers had a simple development environment but more importantly a distribution portal. Symbian tried to position as a cross-device OS with limited success. 2000s – Java and Flash came up as cross-platform application runtime engines – Flash lite was very successful in Japan with near 100% adoption and led to large mobile gaming, social network communities with 10s of million users. At the same time Symbian and Windows Mobile got more traction across device manufacturers. None of these managed to provide either deep integration into network and device capabilities (thereby limiting to basic apps), or a easy/simple application development and distribution environment. Now – iPhone – proprietary attempt, but excels on MMI as well as application distribution and monetization support. Suddenly volume of applications available and usage of applications has shot up. Tightly integrated with device capabilities – like the accelerometer. Now and future – Android – Open OS with wide handset and operator support. Deep integration into device and network capabilities (standardizing some of those such as multimedia codecs, navigation etc). Easy to develop applications, but support for distribution and monetization may remain operator specific.

Developer skill sets have to shift towards marketing and consumer behavior

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Saas Themes In Mobile Industry - Alok Mittal - Canaan Partners, - Presentation Transcript

SAAS Themes in Mobile Industry Alok Mittal August 2009
Agenda © Copyright 2009 Canaan Partners
- Overview
- Telco Procurement – Shift to Managed Services
- Application Development – The PAAS of Mobile
Background © Copyright 2009 Canaan Partners
- 21-year-old firm with offices in
- Silicon Valley | New York Corridor | India | Israel
- $3.0 Billion assets under management across 8 funds
- Technology & Healthcare focused
- Early-stage investments (Series A/B)
- 129 liquidity events
- 52 IPOs | 77 M & As
- 201 years investing experience
- 171 years operating experience
OVERVIEW
- Utilities, including telecom, inherently adopt “pay as you go” business model to customers
- Mobile companies have been migrating to a sourcing model on SAAS lines for 5 years now
- The open application environments of the computing world are being adopted in the mobile world, and will offer developers similar services as online PAAS platforms
Mobile Industry – Key SAAS Themes © Copyright 2009 Canaan Partners OVERVIEW
Agenda © Copyright 2009 Canaan Partners
- Overview
- Telco Procurement – Shift to Managed Services
- Application Development – The PAAS of Mobile
Telco Procurement – 10 years ago © Copyright 2009 Canaan Partners TELCO PROCUREMENT – SHIFT TO MANAGED SERVICES Marketing Network O&M Billing/ Customer Care Network Equipment NM, OSS Active Infra Passive Infra IT Capital
Telco Procurement – now and future Billing/ Customer Care Marketing © Copyright 2009 Canaan Partners TELCO PROCUREMENT – SHIFT TO MANAGED SERVICES Network VAS IT O&M Project Execution Equipment Capital
Agenda © Copyright 2009 Canaan Partners
- Overview
- Telco Procurement – Shift to Managed Services
- Application Development – The PAAS of Mobile
Evolving Developer Context 1980s APPLICATION DEVELOPMENT – THE PAAS OF MOBILE © Copyright 2009 Canaan Partners Proprietary to Device or Network Cross – Device Cross – Network Embedded OS Middleware MMI Monetization Docomo 1990s S40 1990s Java, FlashLite 2000s iPhone S60, WinMo 2000s Android
- Easier application development due to increasing standardization of development platform
- Tighter integration of application environment with device and network capabilities
- Value shifting to customer experience (MMI) and business model (Distribution, payment)
Key Takeaways for Application Developers © Copyright 2009 Canaan Partners APPLICATION DEVELOPMENT – THE PAAS OF MOBILE
Thank you!