How Changing Mobile Technology Is Changing The Way We Do Business
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How Changing Mobile Technology Is Changing The Way We Do Business

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2014 Feb How Changing Mobile Technology Is Changing The Way We Do Business ...

2014 Feb How Changing Mobile Technology Is Changing The Way We Do Business

When the first mobile phones came out in sizes such as shoeboxes, people thought it was convenient, but not practical. Car phones came around the same time but weren't quite life changing yet. Then the phones got small enough for pockets and people in all walks of life started using mobile phones in various places. Undoubtedly, mobile phones have changed people lives.

In Feb, the C8 CEO Insights luncheon is pleased to welcome Dr. Minoru (Mick) Etoh. Mick is the Managing Director of R&D and strategy in Japan, as well as CEO of Docomo Capital based in Palo Alto, California. He will be sharing with us on how he sees the business and technology landscape is changing due to advances in telecommunications and mobility. How companies are prospering in this next generation, and how some firms are actually missing the boat. This is a wonderful opportunity to hear from one of Japan's leaders from a flagship firm.

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    How Changing Mobile Technology Is Changing The Way We Do Business How Changing Mobile Technology Is Changing The Way We Do Business Presentation Transcript

    • How Changing Mobile Technology Is Changing The Way We Do Business Mick Etoh (@mickbean) Feb. 13th, 2014 © 2013 NTT DOCOMO, INC. All rights reserved. 1
    • Who am I? • Mick Etoh, SVP, NTT DOCOMO • Role: R&D Strategy • Expertise: Pattern Recognition & Machine Learning, Signal Processing & Multimedia, Mobile Networks Fun: Bike Riding, Fly Fishing, and Wine Tasting 2 © 2013 NTT DOCOMO, INC. All rights reserved.
    • Who is DOCOMO? • 61 million subscribers in Japan • $45 billion revenue (2013) Next to China Mobile, Verizon, and AT&T • “i-mode” innovator (1999) 3 © 2013 NTT DOCOMO, INC. All rights reserved.
    • Revenue Structure (FY2012) Feature Phone Era Data Stage Voice Stage Smart Phone Service Cloud Service $5.5 Billion Packet Data: $19 Billion Voice Voice: $13 Billion Device 4 © 2013 NTT DOCOMO, INC. All rights reserved.
    • Two Distinct Operation Structures Operator-Own-Everything Model Communication-Service-Provider & Customer-Relation-Management Model Customers Customers Services Payments Services Payments CRM CSP System Integration/Operation Operator-Defined Interface Vendor1 Vendor2 Vendor3 CSP CRM Solution Vendor Proprietary Vendor Interface Sub Vendor1 © 2013 NTT DOCOMO, INC. All rights reserved. Sub Vendor2 Sub Vendor3 5
    • © 2013 NTT DOCOMO, INC. All rights reserved. 6
    • Experiencing a Big Challenge DOCOMO as Wireless Carrier, Network Vendor, and Service Provider © 2013 NTT DOCOMO, INC. All rights reserved. 7
    • Unbundling the corporation by John Hagel III and Marc Singer (1999) • Customer Relationship Management –Battle for Scope: Identify, attract, and build relationships with customers • Infra Structure Management –Battle for Scale: Build and manage facilities for high-volume, repetitive operation tasks • Product Innovation –Battle for talent: conceive of attractive new products and services and commercialize them © 2013 NTT DOCOMO, INC. All rights reserved. 8
    • What is Innovation? Joseph Schumpeter‘s “neuer Kombinationen” (Theorie der wirtschaftlichen Entwicklung) © 2013 NTT DOCOMO, INC. All rights reserved. 9
    • Innovation Example 2.5G Internet connectivity, DOCOMO 1998 Serendipity Micro Browser, Access Co. 1995 © 2013 NTT DOCOMO, INC. All rights reserved. i-mode, DOCOMO 1999 10
    • Wireless Technologies, the Enablers +Big data synchronization +Flat Rate + Cloud +CODEC +micro browser Personal Storage SNS/Comm. Tools 3.9G LTE:∼75Mbps2010 Smartphone Platform as Application Market 3.5G: ∼14Mbps 2006 Mobile Multimedia 3G: 64-384Kbps 2001 i-mode 2G:9.6KbpsX3 1998 © 2013 NTT DOCOMO, INC. All rights reserved. 11
    • Very Simplified Formula as Our Old Strategy Wireless Broadband ? Innovation X © 2013 NTT DOCOMO, INC. All rights reserved. 12
    • Very Simplified Formula with Smartphone Wireless Broadband Smart Phone Dumb Pipe ? Innovation X © 2013 NTT DOCOMO, INC. All rights reserved. 13
    • Control Points, those who have gone... Operator Portal Operator Portal Applications Applications Middleware Middleware OS OS Radio Interface Radio Interface AAA LINE Facebook i-tunes Search Engines AAA Feature Phone Smart Phone © 2013 NTT DOCOMO, INC. All rights reserved. No Operator’s Control Points 14
    • Battle for the place where people visit in the cyber space © 2013 NTT DOCOMO, INC. All rights reserved. 15
    • © 2013 NTT DOCOMO, INC. All rights reserved. 16
    • Technology Trend 1: Personal Assistant Agent (i.e., very thin client) with a killer new functionality Copyright: Microsoft's "Cortana" Personal Assistant App © 2013 NTT DOCOMO, INC. All rights reserved. 17
    • Technology Trend 2: Very Fat & Robust Pipe and Machine Communication © 2013 NTT DOCOMO, INC. All rights reserved. 18
    • Those who have gone. © 2013 NTT DOCOMO, INC. All rights reserved. 19
    • LTE-Advanced Network (2016?) Macro Cell Base Station Small Cell Base Station Centeraized Radio Access Network © 2013 NTT DOCOMO, INC. All rights reserved. 20
    • The Next Enablers +Large Scale Data Synchronization Personal Agent 4G +Big data synchronization +Flat Rate + Cloud +CODEC Personal Storage SNS/Comm. Tools new B2B Biz M2M/eSIM 3.9G LTE:∼75Mbps2010 Smartphone Platform as Application Market 3.5G: ∼14Mbps 2006 Mobile Multimedia 3G: 64-384Kbps 2001 © 2013 NTT DOCOMO, INC. All rights reserved. 21
    • New Formula as Our Strategy Machine-Connected Large Scale Wireless Network ? © 2013 NTT DOCOMO, INC. All rights reserved. Innovation X 22
    • Technology Trend 3: Asset-Oriented (i.e., Core-Biz Focused) and API-Centric © 2013 NTT DOCOMO, INC. All rights reserved. 23
    • Application Programing Interface (API) I PA API as Alternative pps artners ncome Adam DuVander, © 2013 NTT DOCOMO, INC. All rights reserved. 24
    • APIs mean a lot of exposure for web giants API Billionaires Club (Programmable Web) 13B Calls / Day (2011.05) API Growth Rate (Programmable Web) 9,000 8,000 5B Calls / Day (2010.04) 5B Calls / Day (2009.10) 1.4B Calls / Day (2012.05) 7,000 6,000 5,000 4,000 1.1B Calls / Day (2011.04) 1B Calls / Day (2012.05) 3,000 2,000 1,000 1B Calls / Day (2012.03) 1B Calls / Day (2010.01) API is a key success driver for these businesses 0 2005 2006 2007 2009 2010 2011 2012 Annual growth in number of APIs: 100% © 2013 NTT DOCOMO, INC. All rights reserved. 25
    • Why API matters Traditional Web business model APIs help you grow your business V.S. Disadvantages •Limited user reach •Limited brand awareness Advantages •Unlock distribution channels •Expand user reach through the © 2013 NTT DOCOMO, INC. All rights reserved. 26
    • APIs enable business to create “ Revenue Ecosystem” Amazon.com Mobile Apps + API Affiliate Sites Supplemental Services Internal Developers © 2013 NTT DOCOMO, INC. All rights reserved. 27
    • Change of API Offering Models Consumer oriented API Offering Cloud oriented API Offering End Users End Users Consumer Product (e.g.) Developers API API API Cloud API Developers (e.g.) © 2013 NTT DOCOMO, INC. All rights reserved. 28
    • Rise of Cloud API Startups Location Banking Billing Shipment Communication Analytics Authentication Print Healthcare © 2013 NTT DOCOMO, INC. All rights reserved. Translation 29
    • Whey are they focusing on the APIs ? Traditional B2C Business Process API oriented business process Consumer Product 1 Consumer Product 2 User Acquisition 3 User Acquisition 1 User Data 2 4 APIs APIs 5 3rd Party Integration These processes has become harder User Data 3 3rd Party Integration © 2013 NTT DOCOMO, INC. All rights reserved. These processes has been covered by 3rd parties That’s why API startups only focusing on APIs and data acquisition 30
    • Yet Another New Formula Your Asset API Design ? © 2013 NTT DOCOMO, INC. All rights reserved. Innovation X 31
    • Let’s see what will happen soon. © 2013 NTT DOCOMO, INC. All rights reserved. 32