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IMS Service Innovation

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Presentation at HP Software Summit, March 15, 2007. …

Presentation at HP Software Summit, March 15, 2007.
Within 3 years there will be 550 million 3G subscribers worldwide. What mobile services will user adopt ? The early experiences with interactive mobile video services allow to merge personal communications with content from the media industry. Future user interfaces on mobile handsets have the potential to match the successful internet community and multimedia services ? The presentation covers some 3G Video services deployed in Europe and the direction for instant communications, focused group communications and real-time sharing of music, video and messages.

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  • 1. IMSService Innovation Claude Florin Multimedia Marketing Manager HP OpenCall Business Unit © 2006 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
  • 2. IMS service innovation 3G/IMS opportunities • − 3G adoption trends − Users and services 3G/IMS video services • − Experiences in Europe − 3G video service portfolio Innovation approaches • − Business strategy − HP OpenCall IMS services 3 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 3. Surfing on waves Communities and multimedia 1980s 1990s 2000s 2010s 4 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 4. Surfing on waves Mobile broadband technologies Data t c as Rates d roa (Mb/s) Mobile IP / b bs.) 100 A network u WB 0M s / AN : 20 WiMAX L6 WiBRO W0 Video (20 10 Quality WCDMA OFDM HSxPA MBMS FLO DVBH Rel 6 WLAN EV-DO HSUPA DMB Rev B 5 Rel 5 CIF 15 f/s ) bs. EV-DO 800 kb/s HSDPA su Rev A M 00 2 1 : EV-DO QCIF 5 f/s 6 00 WCDMA 128 kb/s 2 Rev 0 ( bile mo GPRS 0.5 SQCIF 5 f/s 3G time 48 kb/s 2003 2004 2005 2006 2007 2008 2009 2010 5 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 5. Surfing on waves Americas mobile video starting The rise of communities US consumers interest in mobile video 20 100 15 80 on-line accesses 60 10 40 20 5 0 2005/12 2006/02 2006/09 0 2004 2005 2006 Video uploads (thousands) Video streams (millions) Extremely interested Very interested Subscribers (millions) Source : In-Stat July 2006 Source : Nielsen Netrating, YouTube, Hitwise 6 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 6. Surfing on waves : Asia’s WCDMA connections 77 WCDMA connections 74 (millions) 70 64 60 54 50 45 36 40 33 28 30 20 20 14 9 5 10 2 1 1 0 Q3 Q1 Q3 Q3 Q1 Q3 Q3 Q1 Q3 Q3 Q1 Q1 Q1 Q1 2004 2005 2006 2007 2008 2009 2010 Japan Rest of Asia • • 7 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 7. Surfing on waves EMEA WCDMA growth follows Asia 3G WCDMA Western Europe network additions HSDPA roll-out 30 network additions 25 20 15 Lithuania Estonia - Omnitel 10 - EMT 5 Switzerland 0 - Swisscom Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 04 04 04 04 05 05 05 05 06 EMEA 2G EMEA 3G Source: Ovum 2006 8 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 8. A day in the life in 2010…
  • 9. Meet our 3 friends Nick Mark Isabelle 10 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 10. Meet Nick : he likes discovering new music 12 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 11. Meet Mark : he’s a football fan Share video 14 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 12. Meet Mark : he also likes new technology Share video Tech and miles 15 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 13. Isabelle : she is always connected to her friends 17 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 14. Today… Our three friends are looking for a place to organize a college reunion party 20 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 15. Nick spots an interesting restaurant, and decides to suggest it as the reunion venue 21 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 16. He pops in and takes a photo of the place 23 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 17. He sends the picture to Mark and Isabelle 24 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 18. He receives the picture from Nick 26 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 19. He replies with an instant message, asking for more info 28 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 20. Nick decides to get his friends on a call 29 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 21. Share video (embedded video) Nick: “I’m telling you, it’s perfect. Let me show you around.” 31 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 22. She sees Nick’s photo, Mark’s IM, their call and the video in one conversation 36 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 23. 3G Service portfolio strategy
  • 24. 3G video service portfolio 4 types of user experiences Content discovery Personal messages Music video Blogging & Sport Call completion Karaoke messaging Communities Branding Conference Contact Content Advertising & monitoring Center sharing 43 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 25. 3G video service deployment Turning user personalized experience into revenue Impulse buy Select new Promotion portal skin Book tickets User blogs Video concert on portal on portal booking Video share User call Content Video Location Location Reviews Group notifications service service list Personalized Portal Invite Generate friends calls, MMS 44 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 26. 3G Video services
  • 27. Personal video strategies Facilitate user content generation It’s the next step; direct video blogging from your 3G mobile. It's about you - capturing the moment instantly and sharing it with friends, wherever they are. 1. Setup your 3Gvidcast account 2. Videocall 3. Record your blog 4. Review and post your blog Source: www.3Gvidcast.com 46 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 28. “Mobile phones are cheaper than PCs, there are three times more of them. Mobile is going to be the next big internet phenomenon” Eric Schmidt CEO of Google 47 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 29. Video content strategies Engaging fans with user generated content Fans comment matches on the web and on TV. • • Up to 300 video calls / hour 48 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 30. Video content strategies Engaging TV with user generated content Source : BBC Sports, 2006 49 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 31. “The response is immediate: tell people about it, ask good questions. People like to be on TV” Chris Yanda, executive producer, BBC 50 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 32. 51 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 33. Video content strategies Engaging fans with music, ringtones, competitions • Universal Island - Sugababes − Phase 1, September 2005 • Promotion microsite • Focused on singles and album • POC on medium for Island Records − Phase 2 November 2006 • New album & ringtone downloads • Competition & user generated content 52 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 34. Video marketing strategies Outbound, inbound campaigns 53 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 35. Video marketing strategies Mobile advertising for consumer brands Short dial : quot;MYHP“ 6947 • SMS & e-mails push • • Web page promotion • 7% response rate 54 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 36. “Imagine the brand power as consumers can view a film trailer, or catch their first glimpse of a new car zooming down the road – all in the palm of their hands” Damian Blackden, CEO Universal McCann 55 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 37. 3G Video business models
  • 38. 3G service evolution Mobile service adoption and revenue projections Mass Early s ne market o o adopters il gt de a IM rin em Vi 2011 SMS MMS IM 2005 SMS Critical Mass l emeo ai es rin S M on d Vi M gt 0% 20% 40% 60% 80% 2 B€ 5 B€ 15 B€ Sources: Jupiter, EMEA service migration, 2006 57 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 39. Video launch strategy Utility pricing during adoption High expectations Rapid disapointment Utility / price Attrition risk 1% 5% 10% 15% 20% 30% 50% Penetration Price Promotion Perceived utility Actual utility 58 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 40. Video growth strategy Exploiting the long tail content distribution Revenues 20% •Portal content (films, 10% of sport, soap, music) revenues •Personal and group calls • Group user •Hosted user generated content generated content (blogs, messages) 70% of (clubs, enterprises) •Friends and revenue •Advertising family content (photos, videos) • Voice, SMS, MMS bundle 1-10 101-1000 Services 11-100 59 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 41. 3G video business model Mobile advertising still in its infancy 80 240 70 60 180 50 120 40 30 60 20 10 0 0 TV Newspaper Radio Internet Games Mobile Advertising ($B) Viewing time (min) Sources : Television advertising bureau, National Newspaper association, Internet advertising bureau, Electronic software association, Yankee Group, HP - Claude Florin - HP OpenCall Business Unit Alcatel 2005 60 March 14, 2007 Copyright © 2007
  • 42. 3G technology and service enablers
  • 43. OpenCall 3G/IMS services Interactive video services blogging, portal, call completion, messaging, conferencing Video streaming Video Service conference Creation OC media VxOne platform service creation IMS and network enablers 62 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 44. OpenCall 3G/IMS services Service creation for web and TV production WEB design tools OCMP service management Video call flow editor 63 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 45. OpenCall 3G/IMS services Instant communication services Instant Communication client Group Video management conference Audio Application Content Presence conference launcher Management Instant OC media OC XDMS OC IC messaging platform Server application server server IMS and network enablers 64 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 46. 3G/IMS service innovation process Blue Ocean strategy “Create and capture new • demand” engage communities • “Create uncontested market space“ create complete multimedia user experience portfolio • “Make the competition irrelevant” cooperative business model with partners • “Align the whole system of a company in the pursuit of differentiation and low cost” flexible content creation and delivery infrastructure 66 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit
  • 47. Thank you!

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