Daniel Collico Savio   Web 2.0 Influence On Telcos   Its 2008 Rome
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Daniel Collico Savio Web 2.0 Influence On Telcos Its 2008 Rome

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  • Good afternoon, I´m very pleased to be here sharing this time with you. About Snark, it is a consulting firm based on Argentina, with three main activities: I training about trends. Main customers are nextel, Telefonica, Movistar, etc. Development of some 2.0 iniciatives in LatAM (content management systems, for example) Revenue assurance and Change Managemtne projects for Telefonica International.

Daniel Collico Savio   Web 2.0 Influence On Telcos   Its 2008 Rome Daniel Collico Savio Web 2.0 Influence On Telcos Its 2008 Rome Presentation Transcript

  • Web 2.0 influence on Telcos Daniel Collico Savio Director, Snark Consulting http://www.snark.com.ar [email_address]
  • Contents
    • Web 2.0 in a nutshell
    • Framework
    • Choosing some pieces of the puzzle
      • Software as a service
      • Content as a driver
      • Bussines models
    • On the practical side…
      • Monetizing Web 2.0
      • Consequences on the individual
  • Changes
    • Constructivism theory
    • OLPC
    • Mesh / Power consumption
    • Media attention
    • Classmate (Intel)
    • Flash drive improvement
    • ASUS E / HP 2133
    • Dell mini Inspiron
    • Mobile network affected
        • More devices
        • Different type
        • More upload
    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
  • Technology
  • Marketing
  • Assesing the impact on Telcos
    • Telcos
      • Technology
      • Marketing
    • Value proposition
      • Content
      • Services
      • Gadgets
    • Users
      • Consequences on the individual
    Technology Marketing
  • 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?
    • Examples:
      • Blyk in UK / Netherlands
      • Sugar Mama (Virgin Mobile, US)
    • Impact
      • Advertising
      • 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.
    • Examples:
      • Aepona for Telus
      • Nokia for Telefonica / Vodafone
      • Web21C inside BT
    • Impact
      • Integrate billing
      • Branding differences
      • Open software factories
  • Trend 3: Speed
    • Deliver more speed to Customer
    • Examples:
      • Verizon FIOS
      • Different flavours of 3G
    • Impact
      • Capex
        • concern for fixed operators
      • Flat rate vs “reasonable use of service”
      • Customer service (low churn)
      • Speed opens the gates for Content bundles
        • Different contexts
        • Usability
        • “ 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
    • Examples:
      • iPhone
      • Nokia N95
    • Impact
      • People choosing Telco by handset
      • Smarphones are finally reaching the mainstream
      • Single device for everything? Really?
    8 Gb iPhone curve
  • Gadgets: Maslow Reloaded
    • Rationale layer
      • How much?
      • Is it a flat price?
      • Which mobile company?
    • Use
      • Talk, SMS, email, Web browsing
      • Web 2.0
    • Opening the game
      • OS
      • APIs
    • 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.
    • Examples:
      • Comcast has changed P2P policy
        • Sept-08: “250 Giga is the limit”
      • Voice into next Sony gaming consoles.
    • Impact
      • 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
      • a wallet
      • a map
    • Key issues here:
      • Identify / Locate / Combine info
    • Impact
      • Billing
      • 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 (*).
    • Context:
      • Liberal licensing 3G policy in BRIC countries.
      • Smart Mobs and dating services in narrow areas
      • Mashups moving to Mobile
    • Impact
      • 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
      • Accepting contacts
      • Becoming experts
    • Having less time to focus
      • Continuos partial attention
      • Cluster effects
    • Impact
      • Churn on the rise
      • New segments
      • Expect no loyalty from Web 2.0 customers
    Individual
  • 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]
  • Backup