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Daniel Collico Savio Web 2.0 Influence On Telcos Its 2008 Rome

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Information about Daniel Collico Savio Web 2.0 Influence On Telcos Its 2008 Rome
Technology

Published on October 23, 2008

Author: kolyiken

Source: slideshare.net

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Web 2.0 influence on Telcos Daniel Collico Savio Director, Snark Consulting http://www.snark.com.ar [email_address]

Contents Web 2.0 in a nutshell Framework Choosing some pieces of the puzzle Software as a service Content as a driver Bussines models On the practical side… Monetizing Web 2.0 Consequences on the individual

Web 2.0 in a nutshell

Framework

Choosing some pieces of the puzzle

Software as a service

Content as a driver

Bussines models

On the practical side…

Monetizing Web 2.0

Consequences on the individual

Changes Constructivism theory OLPC Mesh / Power consumption Media attention Classmate (Intel) Flash drive improvement ASUS E / HP 2133 Dell mini Inspiron Mobile network affected More devices Different type More upload Only 2 years

Constructivism theory

OLPC

Mesh / Power consumption

Media attention

Classmate (Intel)

Flash drive improvement

ASUS E / HP 2133

Dell mini Inspiron

Mobile network affected

More devices

Different type

More upload

 

Web 2.0 is not Second Life

Web 2.0 is about collaboration and interactions… … and less time. “ Key differences between Web 1.0 and Web 2.0” (Cormode and Krishnamurthy, First Monday, 2008) Size Channel Intrusivity

Why Web 2.0 works? Reach Online reputation

Technology

Marketing

Assesing the impact on Telcos Telcos Technology Marketing Value proposition Content Services Gadgets Users Consequences on the individual Technology Marketing

Telcos

Technology

Marketing

Value proposition

Content

Services

Gadgets

Users

Consequences on the individual

Framework 4 - Content 3 - Gadgets 5 - Services 2 - Technology 1 - Marketing T e l c o SW as a Service OVI Web21C SmartZone FIOS 3G Blyk Sugar Mama Flat rates Better chipsets / Better browsers OS integration / iSkoot MM messages / Music-Video P2P as a driver / Gaming Wallets-LBS Digital ID Bubbletop Grand Central 6 - Users U s e r s Continuos partial attention / New experts / Silent Iceberg / Cluster effects

Trend 1: Change in value proposition Why not think in something for free, for a given target? Examples: Blyk in UK / Netherlands Sugar Mama (Virgin Mobile, US) Impact Advertising New segments in DW

Why not think in something for free, for a given target?

Examples:

Blyk in UK / Netherlands

Sugar Mama (Virgin Mobile, US)

Impact

Advertising

New segments in DW

Web 2.0 in the Telco datamining Cluster Interaction David Armano, Alex Wong ( 2007)

New segments Source: “Content Creators and PIM Freaks Key to Mobile Enterprise Success” (2006)

Trend 2: SW as a Service Third parties integrating Web 2.0 services to Telcos. Examples: Aepona for Telus Nokia for Telefonica / Vodafone Web21C inside BT Impact Integrate billing Branding differences Open software factories

Third parties integrating Web 2.0 services to Telcos.

Examples:

Aepona for Telus

Nokia for Telefonica / Vodafone

Web21C inside BT

Impact

Integrate billing

Branding differences

Open software factories

Trend 3: Speed Deliver more speed to Customer Examples: Verizon FIOS Different flavours of 3G Impact Capex concern for fixed operators Flat rate vs “reasonable use of service” Customer service (low churn) Speed opens the gates for Content bundles Different contexts Usability “ relevant pieces of content”

Deliver more speed to Customer

Examples:

Verizon FIOS

Different flavours of 3G

Impact

Capex

concern for fixed operators

Flat rate vs “reasonable use of service”

Customer service (low churn)

Speed opens the gates for Content bundles

Different contexts

Usability

“ relevant pieces of content”

Speed (cont.) Content Business Fixed Access: Mobile Access @hotmail.com

Trend 4: Gadgets Real computer class processing power is on the mobile side Better mobile browsers OS standard convergence Symbian / Android /LiMo Examples: iPhone Nokia N95 Impact People choosing Telco by handset Smarphones are finally reaching the mainstream Single device for everything? Really? 8 Gb iPhone curve

Real computer class processing power is on the mobile side

Better mobile browsers

OS standard convergence

Symbian / Android /LiMo

Examples:

iPhone

Nokia N95

Impact

People choosing Telco by handset

Smarphones are finally reaching the mainstream

Single device for everything? Really?

Gadgets: Maslow Reloaded Rationale layer How much? Is it a flat price? Which mobile company? Use Talk, SMS, email, Web browsing Web 2.0 Opening the game OS APIs Physical (emotional) layer Nokia fans, Ericsson fans… emotional layer

Rationale layer

How much?

Is it a flat price?

Which mobile company?

Use

Talk, SMS, email, Web browsing

Web 2.0

Opening the game

OS

APIs

Physical (emotional) layer

Nokia fans, Ericsson fans… emotional layer

Trend 5: Content Multimedia changed what people communicate about, and how people do it DRM is gone. Apple users doesn´t use iTunes. Examples: Comcast has changed P2P policy Sept-08: “250 Giga is the limit” Voice into next Sony gaming consoles. Impact Collaboration and content creation forces are driving users to get what they want (music, video, etc) for free Most Internet traffic is P2P Expect more changes in music industry models. Content is a driver of growth, not a threat.

Multimedia changed what people communicate about, and how people do it

DRM is gone. Apple users doesn´t use iTunes.

Examples:

Comcast has changed P2P policy

Sept-08: “250 Giga is the limit”

Voice into next Sony gaming consoles.

Impact

Collaboration and content creation forces are driving users to get what they want (music, video, etc) for free

Most Internet traffic is P2P

Expect more changes in music industry models.

Content is a driver of growth, not a threat.

Content: P2P traffic

Trend 6: identification & mash-ups On top of everything else mobile phones are a wallet a map Key issues here: Identify / Locate / Combine info Impact Billing Privacy / security issues Telcos systems should manage URL accounts Real online marketing 1:1 in mobile context Google will look like a Telco!

On top of everything else mobile phones are

a wallet

a map

Key issues here:

Identify / Locate / Combine info

Impact

Billing

Privacy / security issues

Telcos systems should manage URL accounts

Real online marketing 1:1 in mobile context

Google will look like a Telco!

All the pieces together Identification Personalization Location / Context Agreement Context BubbleTop from Orange Open Id standards in France Telecom: john.smith.Telco_X Google Grand Central Service

Mashups: Housing Maps

Mashups + Gaming - WOW

Gadget + Services: mobile mania By 2011 there will be 1 mobile broadband connection for every 4 wired broadband subscribers (*). Context: Liberal licensing 3G policy in BRIC countries. Smart Mobs and dating services in narrow areas Mashups moving to Mobile Impact Cyberspace will change to something “on the move”. (*) Source: Infonetics Research (2008)

By 2011 there will be 1 mobile broadband connection for every 4 wired broadband subscribers (*).

Context:

Liberal licensing 3G policy in BRIC countries.

Smart Mobs and dating services in narrow areas

Mashups moving to Mobile

Impact

Cyberspace will change to something “on the move”.

Monetizing new services Web 2.0 players revenues: Advertising, click-through, SEO/SEM… Connecting both worlds means… Improve legacy BSS systems Multiple charging models (i.e. “per event”) Single convergent platform for multiple NW access Usual Telcos revenues: Voice, SMS, Handsets, Content, TV…

Web 2.0 players revenues:

Advertising, click-through, SEO/SEM…

Connecting both worlds means…

Improve legacy BSS systems

Multiple charging models (i.e. “per event”)

Single convergent platform for multiple NW access

Usual Telcos revenues:

Voice, SMS, Handsets, Content, TV…

Individual Lewis Carroll: “The hunting of the Snark”

Expanding our reach Accepting contacts Becoming experts Having less time to focus Continuos partial attention Cluster effects Impact Churn on the rise New segments Expect no loyalty from Web 2.0 customers Individual

Expanding our reach

Accepting contacts

Becoming experts

Having less time to focus

Continuos partial attention

Cluster effects

Impact

Churn on the rise

New segments

Expect no loyalty from Web 2.0 customers

Work Leisure Telco: customers and employees Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf Communication

Still there´s a long way to go Most of the picture is a “silent iceberg”. 52% Internet users is not involved on Web 2.0 activities 33% are still “eyeballs”.

Most of the picture is a “silent iceberg”.

52% Internet users is not involved on Web 2.0 activities

33% are still “eyeballs”.

Thank you! Daniel Collico Savio Director, Snark Consulting http://www.snark.com.ar [email_address]

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