Daniel Collico Savio,I help corporate clients with focus in TMT (Telecom, Media and Technology) sector to develop business in Latin America, either as a consultant or by performing business development activities. Also launching in-company trainings for Cono Sur Telco, Cable atSnark Consulting
Daniel Collico Savio Web 2.0 Influence On Telcos Its 2008 RomePresentation Transcript
Web 2.0 influence on Telcos Daniel Collico Savio Director, Snark Consulting http://www.snark.com.ar [email_address]
Web 2.0 in a nutshell
Choosing some pieces of the puzzle
Software as a service
Content as a driver
On the practical side…
Monetizing Web 2.0
Consequences on the individual
Mesh / Power consumption
Flash drive improvement
ASUS E / HP 2133
Dell mini Inspiron
Mobile network affected
Only 2 years
Web 2.0 is not Second Life
Web 2.0 is about collaboration and interactions… … and less time. “ Key differences between Web 1.0 and Web 2.0” (Cormode and Krishnamurthy, First Monday, 2008) Size Channel Intrusivity
Why Web 2.0 works? Reach Online reputation
Assesing the impact on Telcos
Consequences on the individual
Framework 4 - Content 3 - Gadgets 5 - Services 2 - Technology 1 - Marketing T e l c o SW as a Service OVI Web21C SmartZone FIOS 3G Blyk Sugar Mama Flat rates Better chipsets / Better browsers OS integration / iSkoot MM messages / Music-Video P2P as a driver / Gaming Wallets-LBS Digital ID Bubbletop Grand Central 6 - Users U s e r s Continuos partial attention / New experts / Silent Iceberg / Cluster effects
Trend 1: Change in value proposition
Why not think in something for free, for a given target?
Blyk in UK / Netherlands
Sugar Mama (Virgin Mobile, US)
New segments in DW
Web 2.0 in the Telco datamining Cluster Interaction David Armano, Alex Wong ( 2007)
New segments Source: “Content Creators and PIM Freaks Key to Mobile Enterprise Success” (2006)
Trend 2: SW as a Service
Third parties integrating Web 2.0 services to Telcos.
Aepona for Telus
Nokia for Telefonica / Vodafone
Web21C inside BT
Open software factories
Trend 3: Speed
Deliver more speed to Customer
Different flavours of 3G
concern for fixed operators
Flat rate vs “reasonable use of service”
Customer service (low churn)
Speed opens the gates for Content bundles
“ relevant pieces of content”
Speed (cont.) Content Business Fixed Access: Mobile Access @hotmail.com
Trend 4: Gadgets
Real computer class processing power is on the mobile side
Better mobile browsers
OS standard convergence
Symbian / Android /LiMo
People choosing Telco by handset
Smarphones are finally reaching the mainstream
Single device for everything? Really?
8 Gb iPhone curve
Gadgets: Maslow Reloaded
Is it a flat price?
Which mobile company?
Talk, SMS, email, Web browsing
Opening the game
Physical (emotional) layer
Nokia fans, Ericsson fans… emotional layer
Trend 5: Content
Multimedia changed what people communicate about, and how people do it
DRM is gone. Apple users doesn´t use iTunes.
Comcast has changed P2P policy
Sept-08: “250 Giga is the limit”
Voice into next Sony gaming consoles.
Collaboration and content creation forces are driving users to get what they want (music, video, etc) for free
Most Internet traffic is P2P
Expect more changes in music industry models.
Content is a driver of growth, not a threat.
Content: P2P traffic
Trend 6: identification & mash-ups
On top of everything else mobile phones are
Key issues here:
Identify / Locate / Combine info
Privacy / security issues
Telcos systems should manage URL accounts
Real online marketing 1:1 in mobile context
Google will look like a Telco!
All the pieces together Identification Personalization Location / Context Agreement Context BubbleTop from Orange Open Id standards in France Telecom: john.smith.Telco_X Google Grand Central Service
Mashups: Housing Maps
Mashups + Gaming - WOW
Gadget + Services: mobile mania
By 2011 there will be 1 mobile broadband connection for every 4 wired broadband subscribers (*).
Liberal licensing 3G policy in BRIC countries.
Smart Mobs and dating services in narrow areas
Mashups moving to Mobile
Cyberspace will change to something “on the move”.
(*) Source: Infonetics Research (2008)
Monetizing new services
Web 2.0 players revenues:
Advertising, click-through, SEO/SEM…
Connecting both worlds means…
Improve legacy BSS systems
Multiple charging models (i.e. “per event”)
Single convergent platform for multiple NW access
Usual Telcos revenues:
Voice, SMS, Handsets, Content, TV…
Individual Lewis Carroll: “The hunting of the Snark”
Expanding our reach
Having less time to focus
Continuos partial attention
Churn on the rise
Expect no loyalty from Web 2.0 customers
Work Leisure Telco: customers and employees Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf Communication
Still there´s a long way to go
Most of the picture is a “silent iceberg”.
52% Internet users is not involved on Web 2.0 activities
33% are still “eyeballs”.
Thank you! Daniel Collico Savio Director, Snark Consulting http://www.snark.com.ar [email_address]