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Apresentação sobre Inovação e Desenvolvimento Digital realizada por Caio Bottigliere NOKIA SIEMENS NETWORK, em um dos eventos Digitalks DAy 2011
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– 1 – Nokia Siemens Networks - Confidential and Proprietary
Sell more apps
Creatary.comRewarding InnovationCreatary team
Creatary
Nokia Siemens Networks
$+
$ $Reach more
people
2 © Nokia Siemens Networks
Soc Classification level
74% dos brasileiros estão nas classes ABC, porém 40% não tem conta bancaria.
4 © Nokia Siemens Networks
Soc Classification level
Recent Informa VAS report (June 7 2011)
• “What is interesting is the incremental benefit to quality of life that simple applications can bring – especially among low-end segments.
• “Simple mobile services are providing information that was previously unavailable or unaffordable, making services such as news offered over traditional media far more accessible, and services such as market prices more transparent – all reducing the negative impact of middlemen and corruption.”
• “Global industry buzz has focused on the growth of smartphones and resulting expansion of data revenues from high-end customers. But in many markets, the biggest gains can be made by focusing on low-end segments.”
Telecom Asset Marketplace
5 © Nokia Siemens Networks
Soc Classification level
Recent Informa VAS report (June 7 2011)
• “Driving innovation around simple value-added services and leveraging scale create significant revenue opportunities and also make users more accustomed to increasingly sophisticated services – a good example being migration of the majority of CellBazaar’s SMS users to WAP after just one year.”
• Just as important, value-added services for low-end users bring more than just incremental benefits: They bridge the digital divide, providing not just a gateway to the Internet but also information in a format that low-end subscribers can use and a price they can afford.
Telecom Asset Marketplace
– 6 – Nokia Siemens Networks - Confidential and Proprietary
profile, subscriber ID,
device, location etc
voice, messaging
etc
• Take your content to the mass
• Get more people to pay for them
• Tap into telco functionality and customer info?
Wouldn’t it be great if you could…
$
– 7 – Nokia Siemens Networks - Confidential and Proprietary
What’s stopping you…
… from reaching this mass?
• Integration cost
• Too much hassle
• global marketing to operators
• need large-scale commercial business processes
• integrating apps with operator systems
• no credit card or PayPal account
• feature phone users• scaling technical and
commercial agreements
• to global Operatorcommunity
$ $$
– 8 – Nokia Siemens Networks - Confidential and Proprietary
• Access to subscriber bill and other operator assets via low-friction web APIs
• We handle all technical, contractual and financial interactions
• It‟s FREE! (revenue share)
Creatary.com
Operators
You
• near 100% market
penetration in
territories covered
• millions of new
customers
• real-time test
environment
• content to almost every
subscriber (SMS, MMS, USSD)
• payments from „unbanked‟
• easy billing (no credit card entry)
• real-time customer
location information
• Ubiquitous channel
(SMS, MMS)
Enter The Creatary…
– 9 – Nokia Siemens Networks - Confidential and Proprietary
Identity management
and online charging
capabilities
Creatary lets you tap into a huge range of operator resources
$
SMS, MMS, location,
presence, network SLAs,
voice and video call
features
Customer profile
and usage data for
targeted campaigns
and services with opt-in
process for location
exposure
process for location
exposure… all over the world
– 10 – Nokia Siemens Networks - Confidential and Proprietary
Business Model: Subscriber pays for your content
Content Provider
End-Users
Asset
Telco Assets Marketplace
Telco
Lo
ca
tion
Me
ssa
gin
g
Pro
files Money
Subscriber
• Customer requests your content via SMS/WEB or
• Customer subscribes to your channel
• You get your share of the amount subscriber pays for your content.
• You can reply to the subscriber request via multiple channels (SMS, MMS, etc).
• You can also get subscriber data such as location, before your reply.
• In case of subscription services, subscriber needs to accept the opt-in.
– 11 – Nokia Siemens Networks - Confidential and Proprietary
Business model: Developer pay per use
Asset Purchaser
End-Users
Asset
Telco Assets Marketplace
Telco
Lo
ca
tion
Me
ssa
gin
g
Pro
files Money
Subscriber
• You can reply to the subscriber request via multiple channels (SMS, MMS, etc).
• You can also get subscriber data such as location, before your reply.
• In case of subscription services, subscriber needs to accept the opt-in.
• You pay to distribute your content/campaign to subscribers
• Customer requests your content via SMS/WEB or
• Customer subscribes to your channel
– 12 – Nokia Siemens Networks - Confidential and Proprietary
Business Model: Mobile bill as a payment method
Merchant
End-Users
Telco Assets Marketplace
Telco
Charging
Request
Lo
ca
tion
Me
ssa
gin
g
Pro
files
Cha
rgin
g
Money
Subscriber
• You sell your service via WEB or other channel.
• Subscriber simply reply “ok” to accept the charge.
• Subscribers pays for your online content via SMS approval.
– 13 – Nokia Siemens Networks - Confidential and Proprietary
NSN runs the community portal on a
global level
Developer Portal Provides “best practice” tools to develop TAM applications
A dedicated areafor registered developers
Sandbox for testing applications before launch
Publish applications in three easy steps
CSP can create seamless integration of these tools
into their existing developer portal
TAM developer community can develop apps for multiple CSPs
– 14 – Nokia Siemens Networks - Confidential and Proprietary
Developer portal: DocumentationFull community support with technical documentation, code examples, tutorials and developer forum
Full API
Documentation
– 15 – Nokia Siemens Networks - Confidential and Proprietary
Subscriber portal: Control and transparency
•These settings can also be configured
over SMS for ad-hoc services
– 16 – Nokia Siemens Networks - Confidential and Proprietary
Creatary for Developers
• Reach more people
• Sell more apps
• Access operator assets worldwide
• Forget the legal/contractual stuff
• No setup fee
$
– 17 – Nokia Siemens Networks - Confidential and Proprietary
• We know every mobile operator in the world
• True three-party business model with monetization of exposure for all parties
• Open market approach
• We take care of all the „small print‟
• Low-risk revenue share business proposition
Why partner with Nokia Siemens Networks?