mmCHANNEL


Mul,media
Mobile
Channel


“Enabling
the
Digital
Mul/media
Experience”


Driving
MVNO
differen,a,on
and

revenu...
The
conquest
starts
at
the
arrival
to
the
beach
(The
launch)
but
there
will
be
many

ba@les
and
you
will
need
the
right
we...
Agenda



  mmCHANNEL
short
intro



  Examples
of
MVNOs
using
VAS
to
segment
and
gain
differen,a,on



  The
opportunity
i...
No
worries
this
is
not
going
to
be
a
company
product
presenta,on



                                Just
3
very
quick
slid...
mmCHANNEL
is
a
proven
company,
with
six
years
in
the
market
place
and
a
well

funded
expansion
plan
that
is
allowing
more
...
mmCHANNEL

enables
an
innova/ve
vision
that
spans
the
world
of
media
and
digital

entertainment




                      ...
Capable
to
fully
outsourced
end‐to‐end
VAS
solu/on
capable
of
serving
under
one

plaMorm
not
only
the
ini/al
brand
or
coun...
Agenda





    MVNO
Examples
using
VAS
to
segment
&gain
differen,a,on





                                               ...
There
are
very
good
examples
of
MVNOs
who
manage
to
execute
an
a@rac/ve
but

clear
and
targeted
VAS
offering
combine
and
en...
Being
a
key
component
on
their
success





                                                           MOBILKING
became
th...
Spain
went
from
4
MNOs
(a
group
of
friends)

and
no
MVNO
to
more
than
30
MVNOs
in

the
market
(very
crowed
summer
party)

...
…
with
many
brands
in
the
market
where
low
cost
pricing
seemed
to
be
the
big
claim
to

acquire
customers






           ...
Simyo
hit
the
market
differently
–
geVng
the
right
price
but
complemented
with
an

a@rac/ve
mobile
internet
offer
(both
acce...
And
the
market
is
giving
not
only
a
customer
volume
recogni/on
but
also
branding

and
innova/on
recogni/on
(seVng
the
path...
Agenda





                                                 The
opportunity





                                        ...
The
GCC
countries
have
one
of
the
most
hierarchical
social
structures
and
this
is

reflected
in
the
business
prac/ces
of
te...
37%
of
the
35
million
inhabitants
of
the
GCC
countries
are
foreign
workers
and
coming

from
countries
with
a
strong
VAS
cu...
And
>45%
of
the
popula/on
is
25
or
below,
crea/ng
the
right
audience
for

entertainment
proposi/ons


                    ...
Another
opportunity
erases
as
MVNOs
use
the
WEB
channel
as
a
much
more
powerful

  distribu/on
channel
and
enables
for
Web...
…opening
the
door
for
adver/sing
based
content
like
advergaming
proposi/ons





                                         ...
And
UGC
applica/ons
(focused
and
in
many
cases
with
campaign
orienta/ons)
could

give
the
MVNO
an
edge
that
operators
will...
Agenda





                                                             mmCHANNEL

mmCHANNEL Informa ME MVNO conference A...
Challenges
focus
on
lack
of
resources
to
execute,
ba@ling
the
acquisi/on
mentality,

nego/ate
an
MNO
agreement
to
profit
fr...
Look
for
a
partner
that
can
handle
not
only
the
technology
that
manage
the
day2day

opera/ons…




                       ...
But
you
s,ll
need
leadership
and
direc,on
within
the
company,
at
least
CMO
level

  sponsorship)





                    ...
Summary


       Entertainment
/
VAS
proposi,ons
are
a
real
opportunity
for
MVNOs

  • 

       MVNO
needs
a
clear
vision
...
A
Partnership
for
Innova,on
and
Profit





                                                 If
you
think


               ...
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Mm Channel Mvno Me Conference Final

  1. 1. mmCHANNEL

 Mul,media
Mobile
Channel
 “Enabling
the
Digital
Mul/media
Experience”
 Driving
MVNO
differen,a,on
and
 revenues
through
VAS
 April
2009
 May you require more information, please refer to : Cristobal Alonso, Chief Commercial Officer cristobal.alonso@mmchannel.com Headquarters/Southern Europe/Latam +34607 271961 Middle East +971 559 32858 Luis Sisamón mmCHANNEL
 Middle East Head Dubai +971 50 451 1829 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 1 Confidential Document Luis.Sisamon@mmchannel.com
  2. 2. The
conquest
starts
at
the
arrival
to
the
beach
(The
launch)
but
there
will
be
many
 ba@les
and
you
will
need
the
right
weapons
to
survive
and
win


 Several
MVNOs
are
about
to
enter
several
 •  mobile
markets
in
the
MENA
region
and
 aspire
to
become
an
important
regional
 market
shaker
(“The
conquest”)

 Although
its
value
proposi,on
will
contain
 •  an
aLrac,ve
voice
and
messaging
offer,
it
 needs
to
soon
3rd
party
and
branded
 entertainment
offering
 Next‐genera,on
services
could
become
a
 •  key
differen,ator
in
the
region
(as
VAS
are
 very
far
behind
both
in
terms
of
MNOs
and
 third
party
offerings)
 mmCHANNEL
is
the
ideal
partner
to
 •  provide
an
all
encompassing
content
 services
to
the
mobile
and
the
PC.

 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 2 Confidential Document
  3. 3. Agenda
 mmCHANNEL
short
intro
 Examples
of
MVNOs
using
VAS
to
segment
and
gain
differen,a,on
 The
opportunity
in
growth
markets

 The
challenges
of
managing
VAS
and
mul,media
proposi,ons
 Summary
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 3 Confidential Document
  4. 4. No
worries
this
is
not
going
to
be
a
company
product
presenta,on
 Just
3
very
quick
slides
to
set
the
scene
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 4 Confidential Document
  5. 5. mmCHANNEL
is
a
proven
company,
with
six
years
in
the
market
place
and
a
well
 funded
expansion
plan
that
is
allowing
more
and
more
interna/onal
pres/ge.
 mmPLAY
5th
Release
 New
R&D
Centre
 mmPLAY
4th
Release
 VC
Investment
First
Round
 mmConnect
1st
Release
 mmPLAY
3rd
Release
 1st
Interna,onal
Customer
 20
customers
 mmC
Group
Formed
 35
 mmPLAY
2nd
Release
 mmPLAY
1st
Release
 8‐10
customers
 mmCHANNEL

incorporated
 4
customers
 Employees
 2001
 2002
 2003
 2004
 2005
 2006
 2007
 2008
 2009
 2010
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 5 Confidential Document
  6. 6. mmCHANNEL

enables
an
innova/ve
vision
that
spans
the
world
of
media
and
digital
 entertainment

 Infotainment 
 Music
. 
 Games 
 All
formats 
 Subscrip,ons 
 Marke,ng
 Adver,se
 Communi,es 
 Images 
 Messages 
 Recommend
 Events
 
 Video
 UGC
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 6 Confidential Document
  7. 7. Capable
to
fully
outsourced
end‐to‐end
VAS
solu/on
capable
of
serving
under
one
 plaMorm
not
only
the
ini/al
brand
or
country
but
further
ones
now
or
in
the
future
 Approach
descrip,on
 •  mmC
provides
a
complete
 outsourced
SMS/MMS/WAP
 MVNO
 
 1
 1 interconnec,on
to
local
third
 par,es
 Brand
/
 Brand/ •  …
providing
innova,ve
VAS
 …
 Brand
X
 Country
A 
 Country
B
 services
(music,
video,
games,
 infotainment,
etc),
and
 2
 2 3rd party interconnection platform 1 assuming
all
content
 management
related
 2 VAS service delivery platform Country Country •  …
while
giving
a
segment/ 3 customizatio customizatio VAS Marketing & Content management services n and O&M n and O&M brand/country
customiza,on
 and
a
quality
O&M
service
to
 3
 3 ensure
a
top
user
experience
to
 MVNO
’s
clients
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 7 Confidential Document
  8. 8. Agenda
 MVNO
Examples
using
VAS
to
segment
&gain
differen,a,on
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 8 Confidential Document
  9. 9. There
are
very
good
examples
of
MVNOs
who
manage
to
execute
an
a@rac/ve
but
 clear
and
targeted
VAS
offering
combine
and
enhancing
their
offer

 MOBILKING
is
a
brand
specifically
designed
to
appeal
to
men
target
group
–
it
is
 associated
with
sports,
fun
and
relax.

 Mobilking
in
Poland
did
use
content
as
key
element
of
their
core
offer
and
a
key
 differen,a,on
pillar
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 9 Confidential Document
  10. 10. Being
a
key
component
on
their
success
 MOBILKING
became
the
 largest
MVNO
in
Poland
just
 3
months
aner
its
launch
in
 Poland.
Currently,
there
are
 over
150
000
customers
 using
the
service
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 10 Confidential Document
  11. 11. Spain
went
from
4
MNOs
(a
group
of
friends)

and
no
MVNO
to
more
than
30
MVNOs
in
 the
market
(very
crowed
summer
party)
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 11 Confidential Document
  12. 12. …
with
many
brands
in
the
market
where
low
cost
pricing
seemed
to
be
the
big
claim
to
 acquire
customers

 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 12 Confidential Document
  13. 13. Simyo
hit
the
market
differently
–
geVng
the
right
price
but
complemented
with
an
 a@rac/ve
mobile
internet
offer
(both
access
and
mul/media
proposi/on)
 ATTRACTIVE,
SIMPLE
AND
CHEAP

 MOBILE
INTERNET
PROPOSITION
 ATTRACTIVE
 
SIMPLE
AND
CHEAP
PRICING
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 13 Confidential Document
  14. 14. And
the
market
is
giving
not
only
a
customer
volume
recogni/on
but
also
branding
 and
innova/on
recogni/on
(seVng
the
path
for
the
future)
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 14 Confidential Document
  15. 15. Agenda
 The
opportunity
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 15 Confidential Document
  16. 16. The
GCC
countries
have
one
of
the
most
hierarchical
social
structures
and
this
is
 reflected
in
the
business
prac/ces
of
telco
operators
 • GCC
socie,es
are
structured
in
three
main
groups
(locals,
 westerners
and
Labourers
 • Most
current
Telco
MNO
offerings
are
focused
on
the
locals
and
 westerners
 • The
very
tradi,onal
mindset
of
these
socie,es
makes
very
hard
 to
address
all
these
groups
simultaneously
 We
consider
one
important
opportunity
to
address
those
 segments
with
market
offers
with
a
heavy
VAS
focus
having
a
 large
poten,al
to
jus,fy
the
effort
involved
through
MVNO
brands
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 16 Confidential Document
  17. 17. 37%
of
the
35
million
inhabitants
of
the
GCC
countries
are
foreign
workers
and
coming
 from
countries
with
a
strong
VAS
culture
in
some
cases
 Country of origin for foreign labourers Total immigration: approximately 13,500,000 Source: Human Rights Watch Note: does not include Western Expatriates This
popula,on
has
their
mobile
phone
as
the
main
and
in
many
cases
only
 entertainment
device
and
touch
point
with
their
local
culture
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 17 Confidential Document
  18. 18. And
>45%
of
the
popula/on
is
25
or
below,
crea/ng
the
right
audience
for
 entertainment
proposi/ons
 Pyramid Population – Examples Riyadh City and Oman This
popula,on
has
their
mobile
phone
as
the
main
internet
access
device,
so
either
 the
service
provider
enables
services
or
they
will
find
them
somewhere
else
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 18 Confidential Document
  19. 19. Another
opportunity
erases
as
MVNOs
use
the
WEB
channel
as
a
much
more
powerful
 distribu/on
channel
and
enables
for
Web2Mobile
proposi/ons…
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 19 Confidential Document
  20. 20. …opening
the
door
for
adver/sing
based
content
like
advergaming
proposi/ons
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 20 Confidential Document
  21. 21. And
UGC
applica/ons
(focused
and
in
many
cases
with
campaign
orienta/ons)
could
 give
the
MVNO
an
edge
that
operators
will
try
to
find
hard
to
match…
 Upload
 Management 
 View
 Edi,on
 Promo,on
 MoVidi
enables
users
of
mul,media
phones
to
post
and
 •  watch
video
clips
without
the
need
to
install
special
 sonware
or
tools.
 The
service
runs
on
a
wide
range
of
mobile
phones,
from
 •  older
lower‐end
phones
such
as
the
NOKIA6230i
to
modern
 high‐end
devices
such
as
the
Sony
Ericsson
K850i.

 A
“Best
Of
The
Day”
and
a
“Last
Uploaded”
sec,on”
on
the
 •  start‐page
guarantee
entertainment
from
the
first
click
and
 will
make
the
user
become
part
of
the
MoVidi
community
 instantly.
 Genera,ng
also
s,ckiness
and
a
sense
of
community
(very
cheaply)
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 21 Confidential Document
  22. 22. Agenda
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 22 Confidential Document
  23. 23. Challenges
focus
on
lack
of
resources
to
execute,
ba@ling
the
acquisi/on
mentality,
 nego/ate
an
MNO
agreement
to
profit
from
this
opportunity
and
have
the
technical
 vision
in
place


 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 23 Confidential Document
  24. 24. Look
for
a
partner
that
can
handle
not
only
the
technology
that
manage
the
day2day
 opera/ons…
 “The
Technology”

 Digital
 entertainment
 service
delivery
 “The
evolu/on
and
 solu,on 
 revenue
enhancer”
 Marke,ng
and
 Advanced
mobile
&
 VENDOR
=
PARTNER
 advisory
services 
 online
front
ends 
 “The
WOW
and
usability
 Content
acquisi,on
 factor”
 &
service
 management 
 “The
back
end
and
everyday
work”
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 24 Confidential Document
  25. 25. But
you
s,ll
need
leadership
and
direc,on
within
the
company,
at
least
CMO
level
 sponsorship)
 Marketing Mix 2.0 Scope • In
our
experience
it
is
recommended
not
to
create
a
VAS
department
‐
keep
your
cost
 under
control
at
least
un,l
this
revenue
source
grows

 • But
under
CRM
(which
in
fact
will
love
to
have
tools
to
play
and
communicate
with)
and
 get
BD
to
support
the
content
and
branding
alliances
 mmCHANNEL
 2 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 25 Confidential Document 5
  26. 26. Summary
 Entertainment
/
VAS
proposi,ons
are
a
real
opportunity
for
MVNOs
 •  MVNO
needs
a
clear
vision
in
terms
of
where
they
want
to
take
the
proposi,on
to
go
 •  The
opportunity
in
growth
markets
is
clear
and
focused
on
underserved
segments,
youth
 •  popula,on,
new
revenue
models
(e.g.
advergaming)
and
UGC
Mobile
community
 products
 Challenges
focus
on
lack
of
resources
to
execute,
baLling
the
acquisi,on
mentality,
 •  nego,ate
an
MNO
agreement
to
profit
from
this
opportunity
and
have
the
technical
 vision
in
place

 Get
a
vendor
beyond
technology,
set
the
structure
to
really
have
a
partnership,
don’t
 •  create
a
VAS
department
but
leverage
CRM
and
BD
departments
 Push
the
services
to
your
customers!!
You
don’t
need
ATL
but
a
ongoing,
clear
and
 •  structure
marke,ng
mix
 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 26 Confidential Document
  27. 27. A
Partnership
for
Innova,on
and
Profit
 If
you
think

 digital
content…

 THINK
 mmCHANNEL!!!

 mmCHANNEL
 mmCHANNEL Informa ME MVNO conference Apri 2009 Page 27 Confidential Document
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