Create Enhanced Customer Experience:through delivering more value with your apps & contents

Naveed Ahmed ChoudhuryVAS & Innovations, Marketing

Citycell, Bangladesh

April 26,2011

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• Trends in Telecom industry

• How to provide more value

• A case of a localized app

• How to create a steady supply of localized apps

• Take aways

Outline

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Trends impacting Telecom

Two major trends:

•Growth of Mobile Internet

"Mobile is going to be the next big Internet phenomenon…”

Source: Eric Smith, CEO Google, Financial times, May 07

•Convergence of Telecom and other industries:

• Internet & Media

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Convergence of industries: an example

• Facebook used via mobile phones

• Input from mobile handset

• Distribution of services through

network

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Trends are leading to major outcomes

• Competition from Non-operator players

• Diverse competitors e.g. Nokia, Apple, Google etc.

• competing for new opportunities

• New opportunities e.g. mobile applications

INTERNET ACCESS SERVICES

+

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Mobile Apps market: the potential

• The size of Mobile apps market globally

• US$ 4 billion in 2009*

• 4 times growth by 2013*

*source: Wireless

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How are we approaching apps market?

• Traditional approach

• A large number of apps are provided by CPs.

• Focus in often on quantity, not necessarily on

quality/relevance/usefulness of apps.

CustomersTelecom

Operators

Content

Providers

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Need to focus beyond the ‘quantity’

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How to provide more value through apps

Focus beyond ‘generic’ apps

Focus on providing localized apps(and content)

Build a steady stream of supply for localized apps(and

content)

Focus on apps which are useful & relevant

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A case of a localized app

Stock update application

• Launched in 2007.

• Key features

• latest information on local stock market

• trends of selected shares in graphs

• Sends sms alerts for price increase/decrease

• Premium price: 150 tk/month

• VAS ARPU (blended) was 20 tk.

• Over 40% of users surveyed said

• They are willing to pay higher price.

Delivering more value through apps:

Developing localized apps

with

local developers

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Connecting main actors of ecosystem

By connecting main actors ,operator is enabling the growth of

• Application users’ (end user) market

• Application developers’ community

Local developers

driving Innovation

in apps landscape

Operators have the

infrastructure

Consumers : have

a need for

localized apps

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Engaging developers

• Understanding the developers

• Reaching them

• Developing an engagement

framework

• Framework includes

• Commercial model (revenue share, purchase

etc.)

• Commercialization process

• IPR ownership etc.

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Towards commercialization

• Set up a portal ‘right’

• a portal to network, collaborate and

innovate

• Open-up Telco APIs(SMS, MMS,

Charging, LBS)

• App development & showcasing

• Feedback from developers’

community

• Commercialization

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Key learnings

• Apps development is beyond CORE BUSINESS of

operators. So the operator takes the ‘Enabler’ role.

• Gain trust with developers’ community.

• Involve developers to drive portals.

• Communicate success stories.