© 2006 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

3G video real world examplesClaude FlorinMultimedia Marketing ManagerHP OpenCall Business Unit

2 July 07 3G Video services - Claude Florin

Communities and Multimedia :Surfing on 3G waves

1980s 1990s 2000s 2010s

3 July 07 3G Video services - Claude Florin

Meet Alice

She took a few video clips with friends using her new 3G phone

4 July 07 3G Video services - Claude Florin

TodayShe wants to share a video clip with her friends

5 July 07 3G Video services - Claude Florin

TodayHer preferred band Sugababes has a competition to win concert tickets

6 July 07 3G Video services - Claude Florin

TodayShe goes to last year’s Sugababes albums

7 July 07 3G Video services - Claude Florin

LaterShe also checks this on her laptop

8 July 07 3G Video services - Claude Florin

10 July 07 3G Video services - Claude Florin

Ted,

Alice’s friend, receives a notification that Alice has shared something

11 July 07 3G Video services - Claude Florin

He checks out

He often receives clips from Alice and likes on her blogs

12 July 07 3G Video services - Claude Florin

Later… and wants to add comments on the latest match

Screen 1

13 July 07 3G Video services - Claude Florin

He has received a promotion for a new printer he wants to buy

He responds and try to visit a shop

Screen 2

etc.

Later

14 July 07 3G Video services - Claude Florin

What are the requirements for an

operator to satisfy these users ?

15 July 07 3G Video services - Claude Florin

Blue Ocean Strategy• Create and

capture new demand

• Make the competition irrelevant

• Align the whole company in the pursuit of differentiation

Personal messagesCall

completionMessaging & bloging

Contact Center Advertising

Content discoveryMusic video

Karaoke Sport

CommunitiesVideo

conferenceContentsharing

Branding

16 July 07 3G Video services - Claude Florin

Blue Ocean Strategy• Create and

capture new demand

• Make the competition irrelevant

• Align the whole company in the pursuit of differentiation

Network Operators

Infrastructure investment amortized by subscription and wholesale revenue

Service Marketers

Personal service bundling.Usage and advertising revenues

Access to 3rd

party content and services.

Content revenue

Applications,Services,ContentProviders

17 July 07 3G Video services - Claude Florin

Blue Ocean Strategy• Create and

capture new demand

• Make the competition irrelevant

• Align the whole company in the pursuit of differentiation

HP OpenCall

Open video service creation

Convergent video delivery

Dynamic video processing

Video service portfolio

The Long Tail• Provide more

content to users

• Provide search, recommendations, comments and ratings

• Let users make the selection

© Chris Anderson, 2006 http://longtail.typepad.com

19 July 07 3G Video services - Claude Florin

Thank you• Understand Alice

and Ted

• Consider the Blue Ocean and the Long Tail strategies

• Ask HP and our OpenCall partners

claude.florin@hp.ch