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Telecom operators face a tough changing industry landscape. They need to transform themselves from "a connection company" into "a content company".
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THE FALL OF CONNECTIONTHE RISE OF CONTENT
Winning the Social Media Game
Presented by yuswohady07042010
WHY WHATHOW
T H E C O N T E N T S
TRANSFORM?
THE DESTINATION?
TO WIN?
WHYTRANSFORM?
MY TWEET, THIS MORNING
follow me @yuswohady
"It is not the strongest that will survive, nor is it the most intelligent;
but the one most adaptive to change"
- Charles Darwin in Origin of the Species
THE END OF
PRICE WAR
Telecom Industry (Communication)
main framesdesk top computing
PC-LANPC-WAN
Intranet/Internet
electronicpublishing andentertainment
Computer Industry (Computer)
Media Industry (Content)
Wireline
mobility
Wireless/Cellular
PSTNISDN
PC/Servers
3G/Wireless Internet
Carrier class
xDSL
TREND OF TELECOM CONVERGENCE... Forces from computer and media industries
WirelessWireless
Mo
bile
Mo
bile F
ixedF
ixed
BroadcastBroadcast
Voice
Data
Voice
Data
Convergence to services
and contents
Convergence to services
and contents
TREND OF TELECOM CONVERGENCE
TV
Cable modem/setup box
ADSL
M-Taiwan
PC/WLAN
Celluar/Wifi handsets
Contents
3G
... It bring convergence to services and contents
From mobile to wireless
From fixed to wireless
From analog to digital
Mobile evolution from 2G to 3G
Source: 2006 Capgemini
Mobile TV & Video
Mobile Music & Ring Tones
Mobile E-Mail &
Messaging
Already in 2004 UK ringtone sales reached €174m,
216% more than the €80m spent on CD singles. 3,75 million UK customers now
buy over one million audio tracks and music videos per month
Samsung presented 10 mega pixel cameraphone
in March 2006 (SCH-B600)France Telecom targets
EUR 400 million by 2008 purely from content services
RIM’s BlackBerry is increasingly challenged by new market entrants: Microsoft, Nokia,
Motorola, etc.
Six months after launch, 50% of Orange France’s 3G users were
watching TV on their mobile
“Trendsetter” iPod goes mobile:Apple plans launch of iPhone
VAS REVOLUTION... Example in mobile consumer market
Source: Credit Suisse First Boston, “European mobile data trends”, April 2005; Capgemini TME Strategy Lab analysis.
SMS
Video
m-Commerce
MMS PTTInformationGames
Internet WAP
Music
IM
Gambling
Ringtone
Graphics
-0,2
0,0
0,2
0,4
0,6
0,8
1,0
1,2
1,4
1,6
-40% -20% 0% 20% 40% 60% 80% 100% 120% 140% 160%
Mon
thly
ARP
U (2
009)
(€)
Possible Winners
Potential Stars
Also Ran's
Compound Annual Growth Rate % (2004-2009)
Bubble size correlates to 2009 data revenues
• Market Potential of Consumer Data Services in Western Europe
MOBILE EMAIL & VIDEO ARE THE MOST PROMISING
TRANSFORM!!!INDOSAT
MUST BEA CONTENT COMPANY
LEARN FROM
TELKOM
TRANSFORM!!!
THE WORLDIN
YOUR
HAND
T TELECOMI INFORMATIONM MEDIAE EDUTAINMENT
BROADENING THE POND!!!
LEARN FROM
APPLE
WHATTHE DESTINATION?
THE 7 MASS MEDIA
#1 Print (1500): Advertising, Subscriptionbooks, pamphlets, newspapers, music scores, magazines
#2 Recordings (1900): Soundvinyl, tape, CD, DVD: music, software, videogames, movies
#3 Cinema (1910): Multimedia, Pay per Viewsilent, b/w sound, color, cinemascope: newsreels, movies
#4 Radio (1920): Streaming, LicenseAM, FM, stereo, digital: news, music, sports, drama
#5 TV (1950): (no innovation!)b/w, color, cable/satellite, digital: news, drama, soaps, reality
#6 Internet (1995): interactive & searchnarrowband, broadband: email, search, browsing, downloading
#7 Mobile (2000): pers./always-on/carried/payment2G SMS, WAP, 2.5G, 3G: messaging, browsing
THE 7th MASS MEDIA: MOBILE
Can do everything the previous SIX media can do, including interactivity & search of internet
Personal, permanently-connected, always carried, built-in payment channel; present at
point of creative impulse; accurate audience
MOBILE CONTENT SUPPLY MODEL
CustomersBusiness/Home
Network Operator Subscription
Content Providersand Publishers
Service Portal
Ringtones, Games, Video Clips,Music, TV, Alerts etc..
HandsetManufacturers
Dealers
RegulatorsEC, ComReg, RegTel
MOBILE CONTENT SUPPLY MODEL
CustomersBusiness/Home
Network OperatorVodafone, O2, Meteor, 3
Subscription
Content Providersand Publishers
Sky TV, Setanta, Disney, EAGames, CNN, eBookers, AIB
etc..
Service PortalVodafone Live, i-mode,
Meteor Stuff, 3
HandsetManufacturers
Nokia, Sony Ericsson,Motorola, Samsung,
NEC, LG, Sagem etc..
DealersCarphone
Warehouseetc..
RegulatorsEC, ComReg, RegTel
Push to talk
Call Management Services
Video telephony
Instant Messaging
Location-based ServicesMobile Commerce
(Shopping, reservation, news , job hunting, money transfer, mobile brokerage)
Mobile TV Mobile Advertising
THE RISE OF VAS
THE WORLD IN YOUR HAND
SMSMMS
IM
Broadband Internet
TelevisionHigh quality
audio
BankingBill payment
Shopping
GamingGPS
MOBILE SERVICES: TRANSPORTATION
i-MODE MOBILE SERVICES: TICKETING
i-MODE MOBILE SERVICES: SHOPPING
i-MODE MOBILE SERVICES: KEY/ID
CONVERGED SCENARIO
HOWTO WIN?
CUSTOMER BECOMES
SOCIALEVERYTHING BECOMES SOCIAL
CUSTOMER BECOMES SOCIAL
1 to Many Many to Many
COMPANY ASBROADCASTER
COMPANY ASCONNECTOR
VERTICAL HORIZONTAL
MARKETING BECOMES SOCIAL
THE RISE OF COMMUNITY
WHEN YOUR CUSTOMERS ARE COMMUNITY; YOU BECOME MEDIA COMPANY; THAT DELIVER RELEVANT CONTENT TO THEM
EC = MC
We Become Media
“EVERY COMPANY IS MEDIA COMPANY”Tom Foremsky
• The more CONTENT you have the more MEMBERS you will get.
• The more MEMBERS you have the more CONTENT you will get.
• The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get.
EC = MC
SALES =
CONTENT +
ENGAGEMENT
Solis, B. (August 5, 2008). Introducing the conversation prism. Retrieved from http://www.briansolis.com/2008/08/introducing-conversation-prism/.
ABOVE THE LINE
BELOW THE LINE
SOCIAL MEDIA LINE
VERT
ICAL
HORIZONTAL
IMC 2.0
LET’S TALK
Blog: www.yuswohady.comTwitter: @yuswohady