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Service Innovation  - Case Studies 1 Videotex and the Design of Services Ian Miles [email_address] 
This seminar: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Many IT Success Stories ,[object Object],[object Object],[object Object],[object Object]
Trajectory of Hype Technology Trigger Peak of  . Inflated  .. Expectations Trough of Disillusionment Source:  Gartner Group , who placed various Technologies on this Plateau of Productivity Slope of Enlightenment Time Hopes
Fax versus email - a Forecast of Business Communications Terminals (millions) 0.5 0.4 0.3 0.2 0.1 0 1978  79  80  81  82  83  84  85  86  87 source: Mackintosh report cited in  the Economist  4/8/1979 US fax Europe fax US email text US email graphics+ Europe email text Europe email graphics+
Fax vs email ,[object Object],[object Object],[object Object],[object Object],eMail fax
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Features of Fax versus Email More incremental to phone service  Radical new service with new suppliers Familiar skills & work organisation  New access to info., new functionality Both have critical mass issues – network externalities
Lessons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Case from “Prehistory” ,[object Object],[object Object],[object Object],[object Object]
Videotex  a.k.a.  Viewdata ,[object Object],cf G Thomas & I Miles 1989  Telematics in Transition   Longmans  [Gibson in Technology Review - Web0.1] The Videotex Revolution The Viewdata Revolution Viewdata and the Information Society
The features of videotex ,[object Object],[object Object],[object Object],[object Object],[object Object]
Prestel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Prestel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Invention in ’70s;    first public demonstration 1975;    first field trial 1978  (how were results used?);    launch of service 1979;  forecast several million subscribers in a few years.
Teletext:  a source of competition? Free; Broadcast services; bundled with TV (remote control taking off) & manufacturers enthused; feels “interactive” in providing access to screens of remote information.
The Prestel story ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Not just a UK story: Many Other Countries introduced Videotex New service markets for PTOs Videotex: a new MASS market Support for consumer electronics/ telecomms/IT industries – and perhaps media and publishing Move into  information society  = better-informed, more competitive  society – with advanced services (for export?)
Videotex adoption – not always the UK path France Germany UK 1999: France c10m; Germany  -   - - -  and UK c0
Minitel try it at  http://www.minitelfr.com/Uk/home/index.html
Minitel Design French videotex service.  Terminal provided free. TV/phone not tied up.  Payment hourly.  Use prompted by withdrawal of phone book  – critical mass – tens of millions of users by ‘90s (many purchases of superior terminals) Much scope in system to innovate and plug in private services;  messagerie  and  minitel rose  very popular, a cultural phenomenon
Minitel/Teletel History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Minitel “facts” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Minitel in decline ,[object Object],[object Object],[object Object]
Several US versions AT&T Sceptre videotex - terminal introduced in Miami, October 1983.  Wireless keyboard, with modem attached to an ordinary TV - delivered news, weather, sports, stock reports, banking, shopping, email, etc. The Sceptre initially sold for $900 with a monthly fee of $12; the service plan was changed to $39.95 a month with free rental of the box.  Marketed in about a dozen cities. Very low adoption rate. Withdrawn in 1986. http://www.cedmagic.com/history/sceptre.jpg
Early Competition in the US ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to explain different trajectories? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Design Lessons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusions ,[object Object],[object Object],[object Object],[object Object]
End of Presentation (some extra slides follow)
How to explain different trajectories? 1 ,[object Object],Britain Adapted TV set; later set-top box, PCs – Producers were private firms Germany Adapted TV set; later “multitel”)- Producers were private firms France Mintel dedicated terminal, distributed free – produced for France Telecom
How to explain different trajectories? 2 ,[object Object],Britain Initially closed system (external computers allowed in 1982; one update system with several central databases; private information providers with a common carrier (changes in 1983 when BT becomes IP) Germany One central database, regional sub-bases, in a hierarchical network, with interconnection to private computers (expensive and cumbersome); private information providers; supposedly equitable France Transpac (packet-switched data) network; service computers and privately owned databases networked;  trigger service  of e-phone book; private IPS otherwise with DGT licensing access to Kiosque biling service
How to explain different trajectories? 3 ,[object Object],Britain Subscription fee; phone charges; page-based charges for some services; charge appears on phone bill Germany Subscription fee; phone charges; page-based charges for some services; charge appears on phone bill France No subscription: charged by time using services; up to 1 euro per minute but most services much cheaper; charge appears on phone bill
How to explain different trajectories? 4, finally ,[object Object],Britain Not very politicised (though some campaigning for broadband);  no specific regulations Germany Highly politicised, restrictive regime France Politicised but seen as significant industrial policy and specific regulations liberal Long debate over PTT break-up and privatisation Growth of VANS market for business
World Wide Web NUA’s "educated  guess “ as to   how many are online  worldwide   (May 2002): World Total  - 580.78 m Africa  - 6.31 m Asia/Pacific  - 167.86 m Europe  -185.83 m Middle East  - 5.12 m Canada/USA  - 182.67 m Latin America  - 32.99 m   Compiled by: Nua Internet Surveys Number of Web Hosts  
 

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2010 Service Innovation course Bman62052 seminar 3 Videotex And Design

  • 1. Service Innovation - Case Studies 1 Videotex and the Design of Services Ian Miles [email_address] 
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  • 4. Trajectory of Hype Technology Trigger Peak of . Inflated .. Expectations Trough of Disillusionment Source: Gartner Group , who placed various Technologies on this Plateau of Productivity Slope of Enlightenment Time Hopes
  • 5. Fax versus email - a Forecast of Business Communications Terminals (millions) 0.5 0.4 0.3 0.2 0.1 0 1978 79 80 81 82 83 84 85 86 87 source: Mackintosh report cited in the Economist 4/8/1979 US fax Europe fax US email text US email graphics+ Europe email text Europe email graphics+
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  • 14. Teletext: a source of competition? Free; Broadcast services; bundled with TV (remote control taking off) & manufacturers enthused; feels “interactive” in providing access to screens of remote information.
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  • 16. Not just a UK story: Many Other Countries introduced Videotex New service markets for PTOs Videotex: a new MASS market Support for consumer electronics/ telecomms/IT industries – and perhaps media and publishing Move into information society = better-informed, more competitive society – with advanced services (for export?)
  • 17. Videotex adoption – not always the UK path France Germany UK 1999: France c10m; Germany - - - - and UK c0
  • 18. Minitel try it at http://www.minitelfr.com/Uk/home/index.html
  • 19. Minitel Design French videotex service. Terminal provided free. TV/phone not tied up. Payment hourly. Use prompted by withdrawal of phone book – critical mass – tens of millions of users by ‘90s (many purchases of superior terminals) Much scope in system to innovate and plug in private services; messagerie and minitel rose very popular, a cultural phenomenon
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  • 23. Several US versions AT&T Sceptre videotex - terminal introduced in Miami, October 1983. Wireless keyboard, with modem attached to an ordinary TV - delivered news, weather, sports, stock reports, banking, shopping, email, etc. The Sceptre initially sold for $900 with a monthly fee of $12; the service plan was changed to $39.95 a month with free rental of the box. Marketed in about a dozen cities. Very low adoption rate. Withdrawn in 1986. http://www.cedmagic.com/history/sceptre.jpg
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  • 28. End of Presentation (some extra slides follow)
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  • 33. World Wide Web NUA’s "educated guess “ as to how many are online worldwide (May 2002): World Total - 580.78 m Africa - 6.31 m Asia/Pacific - 167.86 m Europe -185.83 m Middle East - 5.12 m Canada/USA - 182.67 m Latin America - 32.99 m Compiled by: Nua Internet Surveys Number of Web Hosts 
  • 34.