The Fall of Connection. The Rise of Content

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Telecom operators face a tough changing industry landscape. They need to transform themselves from "a connection company" into "a content company".

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The Fall of Connection. The Rise of Content

  1. 1. THE FALL OF CONNECTION<br />THE RISE OF CONTENT<br />Winning the Social Media Game<br />Presented by <br />yuswohady<br />07042010<br />
  2. 2. T H E C O N T E N T S<br />WHY <br />WHAT<br />HOW<br />TRANSFORM?<br />THE DESTINATION?<br />TO WIN?<br />
  3. 3. WHY<br />TRANSFORM?<br />
  4. 4. MY TWEET, THIS MORNING<br />follow me @yuswohady<br />
  5. 5. "It is not the strongest that will survive, nor is it the most intelligent; but the one most adaptive to change"<br />- Charles Darwin in Origin of the Species<br />
  6. 6. THE END OFPRICE WAR<br />
  7. 7. TREND OF TELECOM CONVERGENCE<br />... Forces from computer and media industries<br />Telecom Industry (Communication)<br />mobility<br />3G/Wireless Internet<br />xDSL<br />Wireline<br />Wireless/Cellular<br />Intranet/Internet<br />ISDN<br />PC-WAN<br />PSTN<br />Carrier class<br />PC-LAN<br />Computer Industry (Computer)<br />PC/Servers<br />desk top computing<br />main frames<br />electronic<br />publishing andentertainment<br />Media Industry (Content)<br />
  8. 8. Cable modem/setup box<br />ADSL<br />TREND OF TELECOM CONVERGENCE<br />... It bring convergence to services and contents <br />From mobile towireless<br />Wireless<br />M-Taiwan<br />From fixed to wireless<br />PC/WLAN<br />Celluar/Wifi handsets<br />Convergence to services and contents<br />Voice<br />Voice<br />Mobile<br />Fixed<br />Data<br />Data<br />Mobile evolution from 2G to 3G <br />Contents<br />TV<br />Broadcast<br />3G<br />From analog to digital<br />
  9. 9. Source: 2006 Capgemini<br />VAS REVOLUTION<br />... Example in mobile consumer market<br />Already in 2004 UK ringtone sales reached €174m, 216% more than the €80m spent on CD singles.<br />Mobile Music & Ring Tones<br /> 3,75 million UK customers now buy over one million audiotracks and music videosper month<br />RIM’s BlackBerry is increasingly challenged by new market entrants: Microsoft, Nokia, Motorola, etc.<br />Mobile TV & Video<br />Six months after launch, 50% of Orange France’s 3G userswere watching TV on their mobile<br />Mobile E-Mail & Messaging<br />Samsung presented 10 mega pixel cameraphone in March 2006 (SCH-B600)<br />France Telecom targets EUR 400 million by 2008 purely from content services<br />“Trendsetter” iPod goes mobile:Apple plans launch of iPhone<br />
  10. 10. Bubble size correlates to 2009 data revenues<br />Possible Winners<br />Potential Stars <br />MOBILE EMAIL & VIDEO ARE THE MOST PROMISING<br />Market Potential of Consumer Data Services in Western Europe<br />Monthly ARPU (2009)(€)<br />Also Ran's<br />Compound Annual Growth Rate % (2004-2009)<br />Source: Credit Suisse First Boston, “European mobile data trends”, April 2005; Capgemini TME Strategy Lab analysis. <br />
  11. 11. TRANSFORM!!!<br />INDOSAT<br />MUST BE<br />A CONTENT COMPANY<br />
  12. 12. LEARN FROM<br />TELKOM<br />
  13. 13. TRANSFORM!!!<br />
  14. 14. THE WORLD<br />IN<br />YOUR<br />HAND<br />
  15. 15. BROADENING THE POND!!!<br />T TELECOM<br />I INFORMATION<br />M MEDIA<br />E EDUTAINMENT<br />
  16. 16. LEARN FROM<br />APPLE<br />
  17. 17. WHAT<br />THE DESTINATION?<br />
  18. 18. THE 7 MASS MEDIA<br />#1 Print (1500): Advertising, Subscription<br />books, pamphlets, newspapers, music scores, magazines<br />#2 Recordings (1900): Sound<br />vinyl, tape, CD, DVD: music, software, videogames, movies<br />#3 Cinema (1910): Multimedia, Pay per View<br />silent, b/w sound, color, cinemascope: newsreels, movies<br />#4 Radio (1920): Streaming, License<br />AM, FM, stereo, digital: news, music, sports, drama<br />#5 TV (1950): (no innovation!)<br />b/w, color, cable/satellite, digital: news, drama, soaps, reality<br />#6Internet(1995): interactive & search<br />narrowband, broadband: email, search, browsing, downloading<br />#7 Mobile (2000): pers./always-on/carried/payment<br />2G SMS, WAP, 2.5G, 3G: messaging, browsing<br />
  19. 19. THE 7th MASS MEDIA: MOBILE<br /><ul><li>Can do everything the previous SIX media can do, including interactivity & search of internet
  20. 20. Personal, permanently-connected, always carried, built-in payment channel; present at point of creative impulse; accurate audience</li></li></ul><li>MOBILE CONTENT SUPPLY MODEL<br />
  21. 21. MOBILE CONTENT SUPPLY MODEL<br />
  22. 22. THE RISE OF VAS<br />Push to talk<br />Call Management Services <br />Video telephony <br />Instant Messaging<br /> Location-based Services<br />Mobile Commerce<br />(Shopping, reservation, news , job hunting, money transfer, mobile brokerage)<br />Mobile TV <br />Mobile Advertising<br />
  23. 23. THE WORLD IN YOUR HAND<br />SMS<br />MMS<br />IM<br />Television<br />High quality audio<br />Broadband Internet<br />Email<br />Banking<br />Bill payment<br />Shopping<br />Gaming<br />GPS<br />
  24. 24. MOBILE SERVICES: TRANSPORTATION<br />
  25. 25. i-MODE MOBILE SERVICES: TICKETING<br />
  26. 26. i-MODE MOBILE SERVICES: SHOPPING<br />
  27. 27. i-MODE MOBILE SERVICES: KEY/ID<br />
  28. 28. CONVERGED SCENARIO<br />
  29. 29. HOW<br />TO WIN?<br />
  30. 30. CUSTOMER BECOMES SOCIAL<br />EVERYTHING BECOMES SOCIAL<br />
  31. 31. CUSTOMER BECOMES SOCIAL<br />
  32. 32. MARKETING BECOMES SOCIAL<br />VERTICAL<br />HORIZONTAL<br />1 to Many<br />Many to Many<br />COMPANY AS<br />BROADCASTER<br />COMPANY AS<br />CONNECTOR<br />
  33. 33. THE <br />RISE OF <br />COMMUNITY<br />
  34. 34. EC = MC<br />WHEN YOUR CUSTOMERS ARE COMMUNITY; YOU BECOME MEDIA COMPANY; THAT DELIVER RELEVANT CONTENT TO THEM <br />
  35. 35. We Become Media<br />“EVERY COMPANY IS MEDIA COMPANY”<br />Tom Foremsky<br />
  36. 36. EC = MC<br /><ul><li>The more CONTENT you have the more MEMBERS you will get.
  37. 37. The more MEMBERS you have the more CONTENT you will get.
  38. 38. The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get.</li></li></ul><li>SALES<br />= <br />CONTENT <br />+ <br />ENGAGEMENT<br />
  39. 39. Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-conversation-prism/.<br />
  40. 40. IMC 2.0<br />ABOVE THE LINE<br />SOCIAL MEDIA LINE<br />HORIZONTAL<br />VERTICAL<br />BELOW THE LINE<br />
  41. 41. LET’S TALK<br />Blog: www.yuswohady.com<br />Twitter: @yuswohady<br />
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