Myths, Misunderstandings
and BS
What’s Next: Accelerating Services
Innovation

Alan Quayle,
www.alanquayle.com/blog


    ...
Outline
•   LTE ≠ 4G
•   Fast ISP ≠ ISP with sustainably higher revenue
•   Current pricing model ≠ sustainable model
•   ...
LTE ≠ 4G




           3   deliver what’s next
Fast ISP ≠ ISP with sustainably higher revenue




                              4                  deliver what’s next
Current pricing model ≠ sustainable model



                                             (yet)




                      ...
Customer’s Critical Math (US Focused)
      • Cost of premium Cable per year ($137.5)                          $1650
     ...
Interactive Advertising ≠ Ad insertion technology




                                           Interactive
             ...
Cloud ≠ Hosting


                      http://www.intac.net/
                      a-comparison-of-
                     ...
9   deliver what’s next
10   deliver what’s next
11   deliver what’s next
12   deliver what’s next
Get the User Experience Right on the EPG




                               deliver what’s next
A Fundamental Difference in Business Models

Means to
 an End



Provider
                 Services   Hardware & Services ...
Why Aren’t Your Customers Already
Using These Applications?




 15                                 deliver what’s next
Summing it up
• Get the Customer Experience right
  – Store front, recommendations, community, search,
    integrated acro...
We’ve been talking about it for over a decade,
but now its the customer that’s going to decide


          Utility        ...
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Myths, Misunderdstandings and BS: A presentation from Sigma Systems Evolve 2010 Conference

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At the Sigma Systems Evolve 2010 conference: deliver what's next I gave a presentation in the Accelerating Service Innovation session. This user conference focuses upon next-gen OSS and service fulfillment, bringing together progressive operators, thought leaders, strategists, and partner. The presentation splits into two sections: the first focuses on the myths, misconceptions and BS in the industry; and the second part then focuses upon what to do given that.

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Myths, Misunderdstandings and BS: A presentation from Sigma Systems Evolve 2010 Conference

  1. 1. Myths, Misunderstandings and BS What’s Next: Accelerating Services Innovation Alan Quayle, www.alanquayle.com/blog deliver what’s next
  2. 2. Outline • LTE ≠ 4G • Fast ISP ≠ ISP with sustainably higher revenue • Current pricing model ≠ sustainable model • Interactive Advertising ≠ Ad insertion technology • Cloud ≠ Hosting • OK, so what are we supposed to do then? 2 deliver what’s next
  3. 3. LTE ≠ 4G 3 deliver what’s next
  4. 4. Fast ISP ≠ ISP with sustainably higher revenue 4 deliver what’s next
  5. 5. Current pricing model ≠ sustainable model (yet) 5 deliver what’s next
  6. 6. Customer’s Critical Math (US Focused) • Cost of premium Cable per year ($137.5) $1650 • Cost of premium Satellite $1460 • Cost to Replace Cable – Digital antenna (local free to air) Free-$50 – Hulu+ $120 – Joost, YouTube, Fox, other websites Free – Netflix on Demand $120 – Cost of box (TiVo, PS3, Wii, Xbox, DVR) Free-$80 – Amazon VoD $778 • (one show per week night in HD, 2:99) • Total $1018-1148 • Cost of laziness $632-312 In the US people are already starting to migrate to interactive consumption: generally tech-savvy early adopters, especially where Sports Package is not a decision criteria. 6 GoogleTV and AppleTV are bringing this awareness to the mass deliver what’s next market.
  7. 7. Interactive Advertising ≠ Ad insertion technology Interactive Advertising 7 deliver what’s next
  8. 8. Cloud ≠ Hosting http://www.intac.net/ a-comparison-of- dedicated-servers-by- company_2010-04- 13/ 8 deliver what’s next
  9. 9. 9 deliver what’s next
  10. 10. 10 deliver what’s next
  11. 11. 11 deliver what’s next
  12. 12. 12 deliver what’s next
  13. 13. Get the User Experience Right on the EPG deliver what’s next
  14. 14. A Fundamental Difference in Business Models Means to an End Provider Services Hardware & Services Inventory $ $ $ Customer Advertiser 14
  15. 15. Why Aren’t Your Customers Already Using These Applications? 15 deliver what’s next
  16. 16. Summing it up • Get the Customer Experience right – Store front, recommendations, community, search, integrated across phone and tablet/PC • Use third parties to innovate on non-core services – They care about their services much more than you ever could – However, focus on the services / apps that are at the core of your business (EPG and communications) – there’s only a couple of hundred • You must take control of your destiny! 16 deliver what’s next
  17. 17. We’ve been talking about it for over a decade, but now its the customer that’s going to decide Utility Service Connectivity Provider 17 deliver what’s next

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