Road To 3G Success

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Keynote in Vietnam Mobility Congress, 2009

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Road To 3G Success

  1. 1. Journey on the 3G Road Celcom’s Experience
  2. 2. 3G – The road to the Promised Land ?
  3. 3. Or a dead end ?
  4. 5. Haven’t we been here before?
  5. 7. Is 3G the technology that cried wolf too often.....?
  6. 9. What have we learnt since then?
  7. 10. LEARNINGS 2005 - 2008
  8. 11. IF WE BUILT IT… THEY WOULD COME
  9. 12. Our Expectation of Customer Devices
  10. 13. What the customers had on our 3G network
  11. 14. 14% 41% PHONES ON OUR NETWORK AT LAUNCH GPRS Phone Rushed to buy 3G phone No Thanks 70% 25%
  12. 15. AFTER 3 YEARS OF MARKETING ?
  13. 16. 3G Phone GPRS Phone No Thanks 14% 45% 41% SLOW PROGRESS
  14. 17. AS A RESULT…. EARLY UTILISATION
  15. 18. HOWEVER…IN 2008…. A NEW DAWN
  16. 19. PENT UP DEMAND FOR INTERNET DEVICES
  17. 20. Huge increase of new internet- only devices on the network INTRODUCTION OF USB DEVICE
  18. 21. Is there a killer app?
  19. 22. HOW DO TSUNAMIS OCCUR ?
  20. 23. AND THEN……..
  21. 24. Gigabytes GIGABYTES TRANSFERRED Jan ‘06 Jun ‘06 May ‘07 Mar ‘08 MASSIVE INCREASE IN INTERNET TRAFFIC !
  22. 25. USB STICK MODEM WIRELESS GATEWAY
  23. 26. Telcos CP’s ?
  24. 27. WE WISH OPERATOR MEDIA OWNER CONTENT AGGREGATOR
  25. 28. THE REALITY
  26. 29. SIZE OF THE MARKET INITIAL BATTLEGROUND DURATION OF RIGHTS WHOSE CUSTOMER ?
  27. 30. SECONDARY BATTLEGROUND <ul><li>Minimum Volume Commitments </li></ul><ul><li>Minimum Guarantee </li></ul><ul><li>Revenue Share Percentage </li></ul><ul><li>Derivative rights </li></ul>
  28. 31. TELCO MEDIA OWNER TIERED PRICING A&P PREFERENTIAL REV SHARE
  29. 32. TELCO MEDIA OWNER EXCLUSITIVITY SIMPLE CONTRACTS 1-STOP SHOPS
  30. 33. HOW DO WE SERVICE OUR CUSTOMERS ?
  31. 34. CUSTOMER SERVICE THEN NOW
  32. 36. Customer Complaints about 3G - Year 1 50% Bill Shock 30% No 3G Coverage 20% How Do I Use My Phone
  33. 37. Customer Complaints about 3G - Now 50% 30% 20% Speed Too Slow 60% 20% 20% Coverage Misc.
  34. 38. CONVENIENCE CONTINUITY COVERAGE COST WHAT THE CUSTOMER WANTS HAS NOT CHANGED
  35. 39. THE CHANGING FACE OF THE CUSTOMER…
  36. 40. Our Customer 1950 -1995
  37. 41. Our Customer 1995-2000 POSTPAID PREPAID
  38. 42. Then it started getting more complicated… FRIENDS Business Partners
  39. 43. A NEW PERSPECTIVE OF THE CUSTOMER
  40. 44. EVERY SEGMENT HAS A SUBSEGMENT EVERY SEGMENT HAS A TREND
  41. 45. THE WINNER IS THE ONE WHO SERVES THE MOST SEGMENTS
  42. 46. What’s Mobile 2.0 going to do ?
  43. 47. Our Past Operator vs Everyone Else
  44. 48. In-House Product Launches Is Hit-and-Miss
  45. 49. SMS Blasts, Promos,Subscription Packages
  46. 50. The Web Operator
  47. 52. OPERATOR CONTENT User‘s Own Content
  48. 53. The New Imperative
  49. 54. The New Imperative – Build Platforms
  50. 55. Service Oriented Architectures Opensocial F acebook API
  51. 56. MVNO’s ?
  52. 57. OLD PARADIGM Only One Winner
  53. 58. THE ONLY OPERATOR WITH MVNO’s
  54. 59. Only 1 Winner Then we thought
  55. 60. We underestimated bridging integration
  56. 61. True MVNO-Operator Relationship
  57. 63. THE ROAD HAS NOT BEEN STRAIGHT(FORWARD)
  58. 64. NOT THIS
  59. 65. NOR THIS
  60. 66. I've got a way to get us in there, and you're gonna lead us.

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