TADS Telecom Summit Bakrie Telecom Raj Sunder


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Raj Sunder's presentation on 'New Business Models for Telecom Application Success' given in the Telco Summit of TADS, Telecom Application Developer Summit, 21-22 Nov 2013 in Bangkok

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TADS Telecom Summit Bakrie Telecom Raj Sunder

  1. 1. Index  Quick Rewind of Telco Apps  Lost Opportunities  Future of Telco’s / ISP’s  Importance of customer experience to create successful Biz.  Segmented Services : Key to successful Biz Model  Potential Biz Models  Secret Sauce 11/23/2013 2
  2. 2. Quick Rewind of Telco Journey 1. Monotone 2. Wallpapers 3. Snakes & Tetris 4. Voice & SMS Billing 1. 2. 3. 4. CRBT Mp3 Tones Game Downloads Embedded Apps for RT & WP 5. SMS 6. 3rd Party Billing services Voice & SMS tariffing 11/23/2013 2000-2005 2005-2010 1. 2. 3. 4. 5. 6. Data Tariffing Full Track Music Video Streaming 3rd Party IM Embedded Apps Online Games 3rd Party Billing services 1. OTT Services (IM, Entertainment, Productivity*) 2. 3rd Party Billing Services Primary focus DATA 2010-2012 2013 3
  3. 3. Lost Opportunities •Which was the first social networking platform? •Which was the first “Text Expression” platform? •Which was the first “Location Based Social Platform”? •Which was the first digital wallet? • Which was the first “Instant Messenger and Rich Communicator”? 11/23/2013 4
  4. 4. Future of Telco’s / ISP’s Dumb Pipe • Cant afford to be a dumb pipe as the cost vs revenue per subscriber to offer data services is not 11/23/2013 Smart Pipe • Pipes need to be smarter by connecting with various OTT services • Offer more personalized services in partnership with OTT players Artificially Intelligent Pipe • API as a service to create rich and intelligent services with best in class user experience supported by friendly cosnumer models. 5
  5. 5. Importance of customer experience “Indonesia Telco Case Study” Pre-BRTI Customer Voice : They don’t trust RBTRBT InnovationserviceRemove all RBT: Subscription : We removed all BRTImost popular service with not-so : Start from scratch, among “SUBSCRIPTION” and experience isRBT subscription, “Pay only experience not customerhighest $when your friendly contributor telcos withsubscribers friendly plays” STOP Gained customer Trust & Simplified Experience Segmented Engagements Profiling Customers Same Service, Same Experience, Same Subscription, New Campaigns Listen to Customer “VOICE” 11/23/2013 Same Service, New & Simplified Experience, Simplified Pricing 6
  6. 6. Segmented Engagement  One size programs Devices Segmented SEGMENTED ENGAGEMENT PROGRAMS “ API driven Programs” Segmented based on Usage & Interests. Life-time on the network doesn’t fit ALL.  Segment programs based on customer segments.  Create Engagements based on Interests.  Acknowledge feedback to improve engagements.  Always be “Responsive” Spending Split 11/23/2013 7
  7. 7. Flow to creating successful Biz Model under Telco Environment Synchronized Manual + Automated responsive system Personalized Services with Freemium Model Pricing Segmented Customers interfacing with 3rd part services Know your customer 11/23/2013 8
  8. 8. Preferable Customer & Biz Models • Create “Partnered Service” which could generate acquisitions for Telcos • Services which could get higher engagement & retention will be of greater need. • Preferable a “Freemium” model, customer do pay when they see a value. • Partner with Telco's to provide a service with an “Easy to start model with clear KPI’s” • Focus more on “Communication and Customer reach” as a strong leg for adoption and revenues 11/23/2013 9
  9. 9. Secret Sauce THERE IS NO SECRET SAUCE POTENTIAL INGRIDENTS : • Personalization • Targeting • User Experience • Analytics & Recommendation • Responsive to customer queries, feedbacks, complaints. 11/23/2013 10
  10. 10. Thank You! Mail : rajagopal.sunder@bakrietelecom.com Twitter : @rajsunder 11/23/2013 11