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Mobile VAS and Multimedia Ecosystem and Value‐Chain over 4G and 4.5G Network Key Drivers and Critical Success Factors

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The slides cover a broad range of topics, including:
4G and 4.5G as the Next Uplift of Growth
The Evolution of Mobile Operators' Business Model
Possible Changes in the Value Chain
How to take the Smart Pipe VAS Strategy
Data as the key to create Competing Value
Key Drivers and Success Factors in Future Networks
Operators' Strategies in the Value Chain
Digital Economy and the Evolving Ecosystem

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Mobile VAS and Multimedia Ecosystem and Value‐Chain over 4G and 4.5G Network Key Drivers and Critical Success Factors

  1. 1. Mobile VAS and Multimedia Ecosystem and Value‐Chain over 4G and 4.5G Network: Key Drivers and Critical Success Factors By ALI Saghaeian Chief Analyst & Consultant Telecoms, IT and Media Ali.Saghaeian [at]
  2. 2. Objectives • Understanding Today’s Challenges of Operators • What are the Global Market Developments • Learning about the New Evolving Ecosystem • Strategies of other Players in the Value Chain • Evolution of Mobile Operators' Business Model • How to take the Smart Pipe VAS Strategy • Key Drivers and Success Factors in Future Networks Ali.Saghaeian [at]
  3. 3. Agenda • 4G and 4.5G as the Next Uplift of Growth • The Evolution of Digital Technologies • Global Mobile Data Traffic Growth • Possible Changes in the Value Chain • Data as the key to create Competing Value • Mobile Operators' Business Model Evolution • Operators' Strategies in the Value Chain • Value with Digital Economy and the Evolving Ecosystem Ali.Saghaeian [at]
  4. 4. Definition of Value-Added Service (VAS) A value-added service (VAS) •is non-core services i.e. all services beyond standard voice calls, SMS and data products; •enable mobile operators to develop additional revenue streams; and •can be used in any service industry, for services available at little or no cost, to promote their primary business. Ali.Saghaeian [at]
  5. 5. 4G and 4.5G are bringing the next uplift of growth Today, Telecommunication industry is in data–centric world … MNOs to reinvent business model and build new engine for growth … SON: Self-Organizing Networks Ali.Saghaeian [at]
  6. 6. The Evolution of Technologies 1970 - 80 1990 2000 2010 2020 2030 Early Information Systems Mobile Number Connected Objects & Locations Augmented Reality, Virtual Reality, Artificial Intelligence EVOLUTION OF DIGITAL TECHNOLOGIES Internet of Things IOT Big data Cloud Computing Social Networks Broadband Impact of technology on Experience and Productivity EVOLING TECHNOLOGICAL CAPABILITIES Ali.Saghaeian [at]
  7. 7. Some key trends observed over the last year 6 Rise of the second device 1 Mobile penetration has crossed 100% in many of the countries and consumers are carrying second connection/ device. Effective ARPU monetization from the second device is a major challenge for Service providers Decline of traditional Voice ARPU 2 Service providers are losing traditional Voice Revenues but are now fighting back to ensure the “share of wallet”. Strategies include Bundling voice, launching digital voice and creating innovative services targeting voice revenues Network Congestion/ Outage 3 Increased data demand and spikes in geographies are leading to Network congestion / outage. The continuous outage is forcing Service Providers to relook at their long term network strategy Social media savvyconsumers 4 APAC now has one of the highest Facebook users/ Linked in users. Service providers are increasingly looking at social media but do not have a clear strategy. OTT – Clear and present danger 5 OTT threat is clear and present danger and operators do not have a well defined strategy to counter the threat of OTT players. Ali.Saghaeian [at]
  8. 8. The big problem for the mobile industry… Copyright Disruptive Analysis Ltd 2014 June 2014 0 200 400 600 800 1000 1200 1400 2012 2013 2014 2015 2016 2017 2018 2019 Voice telephony VAS / digital Internet/data access SMS/MMS $bn – Global Mobile Operator Revenue ? New/partner services? Voice/video-based? Verticals? Ali.Saghaeian [at]
  9. 9. Today’s Challenges of Operator IT/Network Convergence Improve and Enrich Customer Experience Rapid service launch and overall service performance Address OTT competition The “dump pipe” / commoditization challenge Leverage Big Data Data Analytics from OSS & BSS Build Ecosystems - Digital Services and M2M/IoT To compensate for traditional services erosion Stronger focus on Enterprise Solutions Cloud, ICT & managed services Technology shift All-IP & 4G/LTE + pre 5G Data monetization Lean & Mean – new paradigms for CAPEX and OPEX spendings New business models and managed services Ali.Saghaeian [at]
  10. 10. Monumental Disruption by 2020 9 billion people on the planet collaboration will be KEY Internet is the dominant delivery medium mobile traffic will grow 10X Media value chain will forever evolve content will grow Richer & bigger agile networks will thrive IP traffic will grow 3x 90% of the world will be covered by MBB 78% of all traffic will be Video Ali.Saghaeian [at]
  11. 11. Global Mobile Data Traffic Growth: Mobile Video Will Generate Three-Quarters by 2020 Cisco Forecasts 30.6 Exabytes per Month of Mobile Data Traffic by 2020 Ali.Saghaeian [at]
  12. 12. Global Mobile Traffic by Connection Type Ali.Saghaeian [at]
  13. 13. LTE users – what’s important? New opportunities, new challenges 69% say Internet access has to work at all times from everywhere 45% want to be rewarded based on usage history 40% would pay more for better download speeds 40% want to manage their plan in real-time 64% prefer access to data over voice in time of crisis Ali.Saghaeian [at]
  14. 14. Global market developments Customers would rather spend money for content than connectivity, putting pressure on telcos – who need to develop innovative service delivery capabilities 8 Customers would rather spend money for content than connectivity, putting pressure on telcos – who need to develop innovative service delivery capabilities Source: Arthur D. Little- Exane BNP 2012, PWC 2011 Telcos will have to establish an innovation portfolio that enables them to start charging the supply side of content & applications Customer Spending on Telecom Services Is Forecast to Decrease Customer Spending on OTT Applications Is Forecast to Increase Content & Application Providers Are W illing to Pay for Quality Content Delivery 104 100 98 97 0 20 40 60 80 100 120 CAGR: -2.2% 2012 2013 2014 2015 16 22 26 12 0 5 10 15 20 25 30 CAGR +30% 2012 2013 2014 2015 6 5 4 3 2 1 0 2.8 CAGR +28% 2015 5.8 2014 4.5 2013 3.5 2012 CDN revenues in bn USD OTT app revenue in bn EUR Telco revenues in bn EUR Share of Telecom Services in Customer Spending is Forecast to Decrease 2% 88% 10% Content & Application Providers OTT Applications Telecom services 75% 5% 20% Customer spending in 2012 Customer spending in 2015 1 Global Trends & The Role of Telcos Global market developments Ali.Saghaeian [at]
  15. 15. APAC Telecom revenues: Increasing data consumption will drive the revenues 3 Source: Frost & Sullivan analysis 2013 2018 2.8% -0.6% 1.9% 2.7% 4.1% 4.7% Others North Asia ANZ South East Asia India China In Billion USD CAGR (2013 -2018) 532.5 Billion ANZ High smartphone penetration of 72% drive mobile broadband and value-added services around digital content. North Asia (Japan & Korea) Marketing and promotions aimed at acquiring and upgrading subscribers to high value added service. Others* Low cost smartphones priced below US$80 driving data usage among first time users in emerging markets. SE Asia India Growing ubiquity of smartphones and tablets in the second tier market bringing about mobile data growth. 1.0% 5.2% Voice Non-voiceKey demand drivers by region China Private consumption backed by steady economic growth offer a boost to spending on handheld devices and spending on mobile services. Generous voice and data packages through bundling of service to reduce churn and drive steady growth. Ali.Saghaeian [at]
  16. 16. Possible changes in the value chain also adds a new level of uncertainty Creation Packaging Distribution Access Devices End user Lots of legal and illegal free content sources User owned devices are getting smarter and more connected Distributor network providers still have a strong lock on large audiences OTT players are separating the packaging from the distribution layer Content creators are experimenting with direct viewer access Ali.Saghaeian [at]
  17. 17. Data is the key to creating value and competing – in all parts of the media value chain Advantage from data in media Content licensing/ creation Content discovery personalisation Churn reduction Improved ad targeting Targeted promotions Cross selling/ ecommerce Locational relevance Reduced costs Audience experience Revenue growth Ali.Saghaeian [at]
  18. 18. Mobile Operators Business Model Evolution Number and structure of network parameter have become large and complex… ..e.g. UK telecoms are focused on finance fundamentals, innovative solutions, improving user experience and keeping their competitive position stable… Ali.Saghaeian [at]
  19. 19. Understand and anticipate the strategies of other players in the value chain Communication services business models [Source: Analysys Mason, 2014] Value of communicati on services increasingly co-opted Increasing overlap between communications services and social networking Operators’ standalone value proposition currently looks weak Player Core business Feature set Comms Voice Messaging Video Location Social business model Hardware Indirect Advertising Indirect Advertising Indirect Software licensing Moving to indirect Communication services Direct Content distribution Indirect MNOs Communication services? Direct Ali.Saghaeian [at]
  20. 20. DIGITAL ECONOMY to create top value Operators must operate the 4 “complexity dials” beside handling the continuously growing data traffic Manufacture Government Utility Finance Home Appliance /CPE Telecommunications Media Healthcare Self-driving Mobile Finance ecommerce Convergent Communications Digital Health Smart Home Social Media Digital Gov Smart City Retail Terminal view on Digital Economy, focus on Telecom Operator role Interdependence Connectedness Diversity Adaptation& Learning Increase ARPx via personalized bundles Smart connectivity drives diversity of smart devices Market differentiation through selective partners Develop adjacent products and services Become a service & platform enabler for B2B Value Fabric Ali.Saghaeian [at]
  21. 21. Smart Pipe VAS Strategy! Retention / fight churn! Create new revenue models! Create communication channels! Acquire new users Ali.Saghaeian [at]
  22. 22. New Evolving Ecosystem Ali.Saghaeian [at]
  23. 23. Any Questions? Ali.Saghaeian [at]