Mobile Web 2.0 Impact on Telecoms Industry

The impact of Mobile Web 2.0 on the
Telecoms industry
Web 2.0 Expo - Berlin
Ajit.jaokar@futuretext.com
Nov 2007

0 Copyright : Futuretext Ltd. London

Ajit Jaokar - many hats

Ajit Jaokar
UK based - Hands on Publisher (futuretext) - Author (Mobile
Web 2.0) - Chair: Oxford University's Next Gen Mobile
Applications panel - PhD student UCL/UK

Recent and forthcoming talks include
Stanford University - MIT Sloan
Web 2.0 expo - Ajaxworld
The Scoble show - CNN money
BBC - Oxford University, Heise, Inc
The O Reilly radar, European parliament

Global top 20 wireless blogger
According to fierce wireless
www.opengardensblog.futuretext.com


Ajit Jaokar - alliances ..


Roadmap ..

• Social networks and mobile
• Impact of social networks on business models
• The changing nature of the Telecoms industry
• Mobile Web 2.0 and the deep blue sea problem
(uniqueness of mobile)

• Interactive
• Accent
• Verbose.


Goals??


Roadmap ..

• Social networks and mobile


Tectonic plates ..

Media, Telecoms and Internet


Don’t forget the web in Mobile Web 2.0 because Web
companies are driving the future of Mobile ..

Mobile Web 2.0


Anyone for Apple Pie?

The era of the Networks - 2000 to 2007
The era of the devices and customers has dawned ..
“If sharing revenue brings a bigger (APPLE?) pie to the table,
then we’ll be happy to share that pie . . . The revenue-sharing
model will play an increasingly important role in the future of
converged communications.” Peter Erskine, the O2 chief
executive !
It is the customer who decides who wins ..


Google ..

We want to create a whole new mobile
experience for users

Eric Schmidt, Google


Customer is winner (king) ..

Customer is King


Meta data ..

If Customer is King - then Meta data is King Kong


Umbrella social networks ..
People will no longer making a distinction between web and
mobile. The social network is increasingly becoming the point
of interaction and often the first and increasingly the only
point of contact for people. This affects all applications
development (all applications will be modelled on facebook
apps and span the mobile web and the fixed web)


50 million MySpace unique visitors - Comparable to -
number of American households that tune to Superbowl

100 million YouTube videos every day - Comparable to
Top 15 primetime shows in England (100 million
viewers) or Top 4 American shows


Perspectives ..

● Power is moving away from the old elite
(Rupert Murdoch, CEO NewsCorp.)

● Our industry is facing a profound challenge from
home-made content
(Tom Glocer, CEO Reuters)

Source: Arthur D. Little


The world will go on ..
Whether we like it or not!
People will find new ways to communicate ..
Because they always have!
So, is it not time to join the party?


I am not talking to you if you are not in my network!


Mobile Youth? - The youth are talking - and not necessarily mobile ..


The youth are reading a book ..


Unfortunately, that book is called 'facebook'


And its all about new connections and
relationships ..


And it only gets better or worse depending on
your viewpoint .. Limited attention spans ..


Questions?


Roadmap ..

• Social networks


Part of a much older problem .. Everyone
wants to get in bed with the customer


Value chain ..

Advertiser Content Content Web Consumer
creator distributor aggregator

Web aggregators is a different type of distributor. Everyone is
trying to bypass the traditional distributors. Distributors are
having to evolve. Dis-intermediate …

Distributors - Cable companies ; Web aggregators - YouTube

Advertiser to consumer - bud.tv, MVNO, IPTV

Content creators - like to go to Web aggregators

New distributors are coming in - freeview
set topbox $70 and 10million units in 2006


Advertiser Content OPERATOR Web Consumer
creator aggregator

The Operator is a type of distributor and is facing the same
problem which other distributors are facing


A fork in the road for former partners?

DIS-tributor v.s. Dis-Intermediate

Content Customer
creator

Content
OPERATOR
distributor


Broadcast yourselves .. But ..

New media is talking about old media ..


Strategies ..

Overall strategy
• Content owners ( Maximise revenue, Protect content)

• Distributors (operators) - ex: Cable TV - Managed
distribution/Walled gardens, )

Content owners:
Open distribution
user aggregation
Community
Leveraging assets

Content distributors
Long tail content - cheap (free!)
UGC = lower viewership for traditional content = lower license
fees at next round of negotiations=lower money to make
content
Community .. And customer intimacy!


Questions?


Roadmap ..

• Social networks


Why bother with Mobile Web 2.0?

Where is the growth going to come from in
our industry?

Web growth is proven.
Mobile Web growth is not.
Can Mobile Web 2.0 help?

http://www.pipes.org/Ephemeris/ea73/ea73a25.gif
http://www.finfacts.com/irelandbusinessnews/uploads/googmsftnov212006.jpg


Factors driving change ..

• The financial community
• The battle for eyeballs
• Consumer attitudes are changing – social acceptance of
online dating
• The growing MySpace generation
• Other intermediaries from content to consumer –
Slingbox
• VOIP is making voice cheap/free (traditional revenue
models)
• User generated content is becoming more prevalent
• New models (Blynk)

• Storage on device


Changing worlds ..

• 99% reliability
• 18 months lead time
• Silo mentality
• Interoperability – not a priority
• Data apps: low priority

• No unpipe
• Social networks, Connecting people vs. the media industry
• Iterative development, Converged development
• Network itself is becoming lower in value
• Edge of the network is becoming more important
• New services without changes to network (separation of
service layer from network layer)
• Complex but longer tail services vs.. Existing simple services
with mass demand


Changing nature of Telecoms Assets

• Going from specific apps (sms) to leveraging assets
• What assets to leverage?
Location (based advertising)
Data mining trends based on customer historical
information
APIs such as Billing
• Abundance in traditional areas (free voice!) vs.. New
areas of leverage (scarcity)

• The new areas of leverage now become the core assets

• IMS helps to leverage these areas into APIs


Roadmap ..

• Social networks


Overview ..

What is Web 2.0

a) Web as a platform:
pets.com TV (v.s. Google)
A web of mainframes?
Connecting the farmer in Africa to the rest of the world.

b) Harnessing collective intelligence : Google page rank
The platform is the Internet,
On the Internet, the rules are different.
Information sharing is actually better than information hoarding.

With enough people sharing information – you build a database and
the database becomes bigger and better with incremental users


A blue chair is a chair ..

A concept cannot exist in
isolation. Mobile Web 2.0 must
be defined in context of Web
2.0

http://www.whittlepainters.com/images/avalon/black%20avalon.jpg
http://www.latoys.com/new/images/16603_avalon-chair-blue.jpg


Embodiment of the sixth principle ..

Web 2.0
Web As A
Platform

Harnessing Rich user
collective experience
Intelligence

Data is the
Intel inside
S/W above a
Single device
Light wt
Programming
End of the S/W
models
Release cycle


What does it all mean?

When we extend this definition to ‘Mobile Web 2.0’ – there
are two implications :

a) The Web does not necessarily extend to mobile devices

b) Even though the Web does not extend to mobile
devices, intelligence can still be captured from mobile
devices.


Capturing Mobile intelligence

• Capturing intelligence at the point
of inspiration
• Tagging
• Unique data elements like location


Not ringtones etc (packaged content)!

Mobile Web 2.0 != Packaged content
(ringtones)


Harnessing collective intelligence: Mobile devices

(b) The web
Mobile Web 2.0: Harnessing backbone – but not
necessarily web
collective intelligence through protocols end to end
restricted devices

(a) – harnessing
collective
(c) The PC: Selecting
intelligence
and configuring the
service


The Deep blue sea problem …


Walk on water .. What value can be added?

What value can Mobile add to the Web without losing the ethos
of the Web?
TIM - Dr Massimo Valla's team - sharing context from mobile devices.
T-mobile - Dr Joerg Heuer in Berlin - Identity
France Telecom - Martin Duvall
Nokia - Ovi
SoonR - Enterprise, OMTP, Opera - for browsers ..
ODP - On device portals ..


TIM ..


Internet (IP)

Mobile Internet
WiFi, Wimax,HSDPA, DVB-H,
WCDMA, Bluetooth, IMS

Maps, LBS and
Geotagging
Music
Entertainment
and games
Full web
Browsing/ Search
Communities

Images: blogging, sharing,
Video, IPTV and
geotagging
mobile TV

VOIP, voice, messaging

Context, Payment, security, Identity
Customer centric mobile value chain: www.opengardensblog.futuretext.com

Recap ..

• Umbrella social networks ..
(uniqueness of mobile) - Embrace the ethos of the web and
yet add something new


Questions?


Mobile Web 2.0
www.futuretext.com
www.opengardensblog.futuretext.com
Ajit.jaokar@futuretext.com
Contact me for IMS and Web 2.0 or for
meetings at the conference

Thanks!!
All images from Google images or their respective copyright .

Mobile Web 2.0 Impact on Telecoms Industry

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