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Telco & OTT (Over The Top) the not-new-anymore Kids in the Block

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An overview of OTT (Over The Top) industry & dynamics from a Telco perspective. History of disruptions, the mobile landscape (why we got here), asymmetric business models, OTT^2 the new OTT squared mobile messaging ecosystems, internet trends and other useful data to understand how the battle between alligators and bears is playing out.

Published in: Technology

Telco & OTT (Over The Top) the not-new-anymore Kids in the Block

  1. 1. Telco & Over The Top
 OTT the New Kids on The Block Who wins a fight between an alligator and a bear? References:   Telco  Innova,on  Toolbox  –  Ericsson/VisionMobile   Internet  Trends  2015  –  KPCB  Mary  Meeker   Asymmetric  Business  Models  –  VisionMobile   Telco  –  OTT  strategies  –  Ovum   OTT  report  –  Detecon  Consul,ng   Mobile  MegaTrends  2014  -­‐  VisionMobile     @efernandez  
  2. 2. A timeline 
 of disruptions
  3. 3. A change of paradigms
  4. 4. Shifts in
 value chain
 
 Control vs Profit
  5. 5. Telco vs OTT
 
 The prisoner’s dilemma
  6. 6. Telco Prisoner’s Dilemma VAS  rev,   billing  &  subs   share   Telco  A   COMPETE   Telco  A   SHARE   Telco  B   COMPETE   B     small   wins   A   Small   wins   B     wins  all   A     loses   all   Telco  B   SHARE   B     loses   all   A     wins  all   B   shared   wins   A   shared   wins   Today:  Delta    between  small  wins  &  shared  wins     goes  to  OTT  players  (Telcos  lose  to  OTT)  
  7. 7. A closer look at OTT industry
  8. 8. Disruptors create their own habitats (a.k.a ecosystems)
  9. 9. Android strategy: 
 Get eyes 
 to ads 
 Remove-Everything-in-Between
  10. 10. Apple strategy: 
 Best Mobile Experience 
 Better Apps 
 To sell Hardware
  11. 11. Greater incentives for developers 
 = 
 more & better apps 
 = 
 higher user engagement & stronger ecosystem 
 =
 (value capture strategy)
  12. 12. A Duopoly:
 
 iOS > 90% of Value 
 
 Android > 90% of Volume
  13. 13. OTT ^2:
 Mobile Messaging
 New ecosystems on top.
  14. 14. OTT ^2:
 Mobile Messaging
 Free lunch of 
 IM + VoIP
 Money is on e-commerce
  15. 15.    
  16. 16. OTT ^2:
 Like OTT^1, powered by asymmetric business models
  17. 17. OTT^2
 
 i.e WeChat vs Telco
  18. 18. OTT:
 Openness & Interoperability 
 give scale
 

  19. 19. Telco – OTT
 Strategies

  20. 20. OTT response strategy
  21. 21. The real cost of doing nothing
  22. 22. OTT & Telco
 
 Partnering
  23. 23. SoftBank customers will be able to sign up for Netflix through SoftBank's shops, website and call centers, as well as through major electronics retailers, Netflix said SoftBank will begin pre-installing the Netflix app on its smartphones for sale after October 2015. Customers of Softbank will be able to sign up for Netflix without having to fill out any payment information. The Netflix fee will be added to users' monthly bill that they receive from SoftBank.
  24. 24. Internet Trends:
 Understanding OTT habitats
  25. 25. Internet  penetra,on  
  26. 26. Evolu,on  of  Content  Discovery  
  27. 27. The Opportunity in the Enterprise space Internet  has  not  yet  penetrated  key   corporate  sectors.     This  is  an  area  of  opportunity  in  the     Short  term  for  telco  players  willing  to     Go  the  extra  mile  and  enable  digital     Transforma,on  in  these  ver,cals.   *Ovum  
  28. 28. Global  Internet  Data  Traffic  growth  is  strong  YoY  at  21%   driven  by  mobile  &  video  
  29. 29.    
  30. 30. Invisible  Threads  
  31. 31. Telco  –  OTT  Partnerships  
  32. 32. Telco & Over The Top: 
 OTT: the New Kids on The Block Who wins a fight between an alligator and a bear? References:   Telco  Innova,on  Toolbox  –  Ericsson/VisionMobile   Internet  Trends  2015  –  KPCB  Mary  Meeker   Asymmetric  Business  Models  –  VisionMobile   Telco  –  OTT  strategies  –  Ovum   OTT  report  –  Detecon  Consul,ng   Mobile  MegaTrends  2014  -­‐  VisionMobile     @efernandez  
  33. 33. Acknowledgements:     •  Telefonica  Global  Solu,ons,  Wholesale  Division   •  Boardsfera:  Alvaro  Plaza,  CEO   •  C@SI  Club  de  @migos  de  la  Sociedad  de  la  Informacion     @efernandez  

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