Wireless Broadband - Building the Eco-System

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Presented at International Symposium on Broadband Communications, 2010, Malaysia

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Wireless Broadband - Building the Eco-System

  1. 1. Dr. Mazlan Abbas Chief Research Director Wireless Communications Cluster MIMOS BERHADwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  2. 2. 5 objectives that were considered by the Ministers to be crucial for a successful broadband economy in the region. Widen broadband connectivity Bali Action Provide a secure, safe and sustainable environment thru ICT initiatives Facilitate effective convergence of services Plan Encourage development of content and applications Develop human resource capacitywww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  3. 3. The Change is Inevitablewww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  4. 4. “We create the Internet” “We use the Internet” “We live and breathe in the Internet” Create Use Livewww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  5. 5. A Day in the Life of Mobile Broadband Userwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  6. 6. The Worldwide Trendwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  7. 7. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  8. 8. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  9. 9. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  10. 10. A Broadband Nation Need A Healthy DNAwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  11. 11. Broadband Network Devices alone is insufficient to transform the economy Eco- system DNA Applications Networkswww.mimos.my Copyright © 2009-2010 MIMOS Berhad We Need the Right DNA!
  12. 12. Manufacturer Product House System Integrator Telco Reseller & R&D Distributor Users Applications Content Developer Content Aggregator Provider App Storeswww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  13. 13. The Dumb vs Smart Pipe Who Controls the Customers?www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  14. 14. Who controls and owns the Customers? Operators or Device Players? Apple released: • Jan 2007 – iPhone • July 2008 – iPhone 3G • June 17, 2009 – iPhone 3GS • April 3, 2010 – iPad • June 24, 2010 – iPhone 4 1.7 Mil iPhone 4 sold in 3 days > 225K apps 3 Millions iPad Sold > 11K iPad apps specificwww.mimos.my Copyright © 2009-2010 MIMOS Berhad Within 80 Days!
  15. 15. [As of March 2010 – Apple downloads @ 350 apps per sec vs Nokia download @ 22 apps per sec] Market Share ≠ Downloadswww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  16. 16. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  17. 17. Choosing The RIGHT Business Modelwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  18. 18. Option #1 1. Telco-Branded 2. Main Content Provider (CP) with Owned Content 100% $ 1.00 Telco 60% to 70% Telco CP 30% to 40% $ 0.60 $ 0.40 Marketing CP CP cost absorbed bywww.mimos.my Telco Copyright © 2009-2010 MIMOS Berhad
  19. 19. Option #2 1. Telco-Branded 2. Content Aggregator (CA) which Do Not Own Content Telco 100% $ 1.00 CA 60% to 70% Telco CA 30% to 40% $ 0.60 $ 0.40 Marketing cost CP CP CP CA absorbed by Telco $ 0.20 $ 0.20www.mimos.my Copyright © 2009-2010 MIMOS Berhad X% Y%
  20. 20. Option #3 1. 3rd Party Branded 2. CA with Owned Content Telco #2 100% $ 1.00 3rd Marketing CP cost absorbed by CP 50% Telco 3rdCP 50% $ 0.50 $ 0.50 Telco #1www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  21. 21. Option #4 1. 3rd Party Branded 2. Content Aggregator (CA) Telco which Do Not Own Content #2 100% CP $ 1.00 3rd CA CP Marketing cost 50% Telco 3rd CA 50%absorbed by $ 0.50 $ 0.50 CA Telco #1 CP 3rd CP www.mimos.my Copyright © 2009-2010 MIMOS Berhad X% $ 0.25 $ 0.25 % Y
  22. 22. Android Market Windows App Store Marketplace Verizon Media Blackberry App Store World Mobile Telus Mobility App Store App Stores Ovi Store - Nokia PlayNow Arena – Symbian Apps Sony Ericsson Samsung App PocketGear App Store Storewww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  23. 23. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  24. 24. Consumers increasingly want to access the same Internet content and services on their mobile phones that they can from fixed access/PCswww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  25. 25. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  26. 26. A survey from Nielsen Online among European mobile Internet users showed a higher proportion accessing social networks than ever before The UK saw the highest increase, with 2 million people accessing social networks from their mobiles, a 249% increase on last yearwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  27. 27. • • • • • • • [Facebook Facts: March 2010]www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  28. 28. • • • [Facebook Facts: March 2010]www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  29. 29. App store/web service usage will increase as the installed base of smartphones grow. The rise of powerful smartphones providing a genuinely pleasing user experience is encouraging people to access web contentwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  30. 30. Net Traffic Exponential Growth! 1% Rule (Internet Culture) One will create content, 10 will "interact" with it (commenting or offering improvements) and the other 89 will just view it. 90-9-1 Principle 1% of people create content, 9% edit or modify that content, and 90% view the content without contributing. [Sysomos analyzed over 2.5 million YouTube videos that were embedded in blog posts between July and December 2009.]www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  31. 31. According to Apple, 58 million iPhone OS devices have been sold worldwide through September 2009. Of those, it is estimated that just over 40%, (24 million) are iPod Touch devices. Apple is using the iPod Touch to build loyalty with pre-teens and teens, even before they have their own phones (think: McDonalds Happy Meal marketing strategy). When todays young iPod Touch users age by five years, they will already have iTunes accounts, saved personal contacts to their iPod Touch devices, purchased hundreds of apps and songs, and mastered the iPhone OS user interface. This translates into loyalty and switching costs, allowing Apple to seamlessly "graduate" young users from the iPod Touch to the iPhone. And now from iPhone to iPad….www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  32. 32. The difference in growth rates can be attributed to the App Store providing bettermonetization possibilities for application developers than Facebook did through itsfirst 18 months.Developers, like all rational companies, pursue markets where the path to revenuegeneration is clear. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  33. 33. Broadband – The Malaysian Approachwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  34. 34. Drivers Barriers Technology Spectrum/Capacity Slow Internet Demand Low ARPU / Business Model Limited Fixed Network Coverage Bridging the Digital Divide Low Literacy Rate Maturing Mobile Market. Awareness Operators seek growth. Governments Governments Devices Deviceswww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  35. 35. ADSL > 1.5 M Wireless > 1 M Cellular Phones > 100%www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  36. 36. Technology Area Population Choice FTTH, ETTH, VDSL, HSPA+, Zone 1 13,318,703 WiMAX Zone 2 5,499,180 ADSL2+, HSPA+, WiMAX As-to-date: 37 % (June, 2010) Zone 3 8,911,813 ADSL, HSDPA, WiMAX, etc Total 27,729,696 • • • • • •www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  37. 37. Zone 2 + Zone 3 = 14 Million (50%)www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  38. 38. Close to 3.4 Billion people live in Rural Area (World population 6.7 Billion) In Africa about 70% and in Asia 60% Often there is NO communications service available Characteristics of a potential village subscriber • Income less than USD 3 per day • Awareness and education level is low • Lack of basic infrastructure such as power, roads, etcwww.mimos.my Copyright © 2009-2010 MIMOS Berhad 3
  39. 39. Knowledge comes from information Information is Power Often, we’ve more power once Connected Sadly 3.5 out of 5 Malaysians DO NOT haveaccess to this powerwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  40. 40. •Socio-economic value of ICTs 3 2 • • 1 • • • Time www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  41. 41. 1 3 VALUE GAP ACCESS GAP• Improved service • Relevant content delivery. • Platform for business ecosystem USER EXPERIENCE USER ATTACHMENT2 ADOPTION GAP• Easy to use internet device USER CONFIDENCE Digital Divide must be tackled from a holistic approach rather than hardware or connectivity alone www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  42. 42. • Aggregating information dissemination to Rakyat • Enhancing reach in the underserved communitieswww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  43. 43. INFO @ A CLICK • Simplifying the Internet Information Access • Affordable • Internet Information Anytime, Anywhere, Anyone SERVICE DELIVERYwww.mimos.my Copyright © 2009-2010 MIMOS Berhad
  44. 44. [Jen-ii™ ID No: 09-00049-0101] [Idola ID™ No: 09-00050-0101]www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  45. 45. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  46. 46. • [Jen-ii™ ID No: 09-00049-0101] • [Idola™ ID No: 09-00050-0101]www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  47. 47. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  48. 48. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  49. 49. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  50. 50. www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  51. 51. Alternative Media Intelligent Service (WWW) Delivery PlatformMainstream Media Government Services WiWi™ Jen-ii iDOLA iDOLA2 www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  52. 52. • • – – • • • •www.mimos.my Copyright © 2009-2010 MIMOS Berhad
  53. 53. www.mimos.my Copyright © 2009-2010 MIMOS Berhad

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