Networks providing the infrastructure for electronic top-ups of pre-pay mobile phones have been very successful. 2/3 of mobile phone users in the UK now are on pre-pay plans, creating a large market opportunity for the companies providing these networks. But with the mobile phone market reaching saturation in the UK, where next to look for growth opportunities? Braden Kelley worked with a couple of firms in this industry to identify new revenue opportunities and to set a growth strategy for continued success. You will see in the slides the Industry Re-Think we arrived at and the new theme for the future to guide the business.

1. © 2004 - Braden Kelley

2. Cash is King !
© 2004 - Braden Kelley

3. I propose partnering with key
vendors to take ePay beyond
Mobile Phone TopUps and into
growing digital marketplaces:
•expand revenue substantially
•minimal investment
© 2004 - Braden Kelley

4. Make an online
business like a brick
and mortar shop,
where people can walk
in and pay cash
© 2004 - Braden Kelley

5. Eliminate the barriers to online
shopping posed by the fears of:
• Stolen credit card information
Identity theft
Invasion of privacy
© 2004 - Braden Kelley

6. What markets are we after?
• Those who may never join the cashless society
– i.e. teenagers, seniors, cash earners, credit risks, the paranoid
(in 2000, 4 million 12-16 yr olds spent £3 billion)
• Those who want to shop online but can’t
– 40% of the population doesn’t have a credit card
(UK online shopping up 23% this Christmas)
• Growing digital market (music, gaming, etc.)
– online music sales overtook CD sales in December
© 2004 - Braden Kelley

7. 2/3 of mobile phones
are on
PrePay
© 2004 - Braden Kelley

8. Why target these online markets?
• Online Gambling a £40 billion market in 2005
• UK Online Shopping £10+ billion market in 2004
• eBay was a £1.5 billion market in 2004
• Online Gaming was a £400 million market in 2004
• Digital music is expected to be a £350 million
market in 2005 (£175 million - 2004)
© 2004 - Braden Kelley

9. 40% don’t have
a
Credit Card,
yet
80% of online purchases
pay with one
© 2004 - Braden Kelley

10. Where can I add extra value?
By creating partnerships with key vendors
that currently under-serve customers who
would like to pay cash
© 2004 - Braden Kelley

11. For example:
Music Downloads
Online Payment Systems
Online Shopping, Gambling, Gaming
© 2004 - Braden Kelley

12. When should we proceed?
Before
and other competitors do
© 2004 - Braden Kelley

13. How should we move forward?
Pilot new partnerships in the UK before
launching globally
© 2004 - Braden Kelley

14. Who is Braden Kelley?
• Independent Strategic Innovation Consultant
• Social Business Architect
• 15+ years of experience in online solutions
• Author of Stoking Your Innovation Bonfire
• MBA from London Business School (2004)
© 2004 - Braden Kelley

15. Questions ?
© 2004 - Braden Kelley