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.

1. Myths, Misunderstandings
and BS
What’s Next: Accelerating Services
Innovation
Alan Quayle,
www.alanquayle.com/blog
deliver what’s next

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?
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3. LTE ≠ 4G
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4. Fast ISP ≠ ISP with sustainably higher revenue
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5. Current pricing model ≠ sustainable model
(yet)
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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. Interactive Advertising ≠ Ad insertion technology
Interactive
Advertising
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8. Cloud ≠ Hosting
http://www.intac.net/
a-comparison-of-
dedicated-servers-by-
company_2010-04-
13/
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13. Get the User Experience Right on the EPG
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14. A Fundamental Difference in Business Models
Means to
an End
Provider
Services Hardware & Services Inventory
$ $ $
Customer
Advertiser
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15. Why Aren’t Your Customers Already
Using These Applications?
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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!
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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
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