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Monetize broadband and OTT

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Innovate – Monetizing Mobile Broadband and OTT
Speaker Michael Martinsson, Fixed Broadband and Convergence Market Category Driver. Presentation from the Broadband World Forum, Amsterdam, 2012.

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Monetize broadband and OTT

  1. 1. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Monetize broadband and over-the-top Michael Martinsson Head of Marketing, Fixed Broadband & Convergence Ericsson
  2. 2. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Coming up with a great idea is just the beginning of innovation
  3. 3. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 now 35 Billion apps downloaded 3g > 1 billion q2 2012 50% of smartphone traffic on ericsson networks mobile data growth doubled between q1 2011 and q1 2012 6.3 billion mobile subscriptions Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  4. 4. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Sharing global experience Ericsson Consumer Lab Traffic and Market Data Report Partner in Operator Innovation Labs Business Logics workshops Monetizing Mobile Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  5. 5. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Innovation. growth. Existing Products Existingmarket New Products Newmarket MARKET PENETRATION PRODUCT DEVELOPMENT MARKET DEVELOPMENT DIVERSIFICATION
  6. 6. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Innovation. growth. Existing Products Existingmarket New Products Newmarket MARKET DEVELOPMENT PRODUCT DEVELOPMENT DIVERSIFICATION MARKET PENETRATION
  7. 7. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Market penetration Exchange for services Win airtime › Turkcel callers hear ad instead of ring tone when calling users Win free Airtime by accepting to receive ads › Entel customers collect points when using operator services I got MBB for my points › Telering users receive 2 to 3 ads by SMS/ MMS on weekdays I accept to receive ads to lower my bill Lower price Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  8. 8. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Innovation. growth. Existing Products Existingmarket New Products Newmarket MARKET DEVELOPMENT DIVERSIFICATION PRODUCT DEVELOPMENTMARKET PENETRATION
  9. 9. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Volume Time Location Content Terminal Speed Product development How much data volume can you use? How fast can you download or upload? How long and/or when can you use data service? Where can you use data service? What applications (music, video, etc) can you get? Which terminals can access data service? Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  10. 10. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Shared data plans Example: Unlimited Talk & Text with 8 GB Shared Data Monthly Line Access Per Device $40 $30 $20 $10 Monthly Account Access Example: Monthly access fee per device USB modem Mobile Hotspot Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  11. 11. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Apps and cloud services Source: Teliasonera.com; Telkomsel.com; Orange.com Unlimited social network › Telcomcel customers pay a flat fee per day, week or month › Telia customers buys a Spotify premium subscription bundled with Telia access I bring my jukebox on the go Premium music service › 12 Swapables today. 1- 2 included in base packages. Can be changed every month. › Zero rated data Premium app packages All I want is to stay close to my friends Panther 26 Tariff Samsung Galaxy S2 200 minutes Unlimited Texts 750 MB of Internet Two Swapables £26 a month Monetizing Mobile Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  12. 12. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Innovation. growth. Existing Products Existingmarket New Products Newmarket PRODUCT DEVELOPMENTMARKET PENETRATION DIVERSIFICATIONMARKET DEVELOPMENT
  13. 13. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Market development Connected Cars › GM OnStar and operators offers connected services to 6 million cars Personal Navigation › Vodafone provides TomTom a single global SIM Fleet Management › Orange UK provides service providers with SIM cards and connectivity Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  14. 14. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Innovation. growth. Existing Products Existingmarket New Products Newmarket MARKET DEVELOPMENT PRODUCT DEVELOPMENTMARKET PENETRATION DIVERSIFICATION
  15. 15. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Open-up for innovation PartnersPlatforms Platforms Network Operator Broker Content / Service Provider Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  16. 16. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012 Let’s re-think business Existing Products Existingmarket New Products Newmarket Incentivist One-trick- pony Invisible MARKET PENETRATION PRODUCT DEVELOPMENT MARKET DEVELOPMENT DIVERSIFICATION Incentivist Here & Now Premium Management Add on Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012
  17. 17. Monetize Broadband and OTT | Commercial in confidence | © Ericsson AB 2012

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