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Role of Operators in the Mobile App Delivery Ecosystem
© Copyright 2013 Antenna Software, Inc. All rights reserved.
Presented by:
• Jim Somers, Chief Marketing & Strategy Officer,
ANTENNA
• Bill Lambertson, CTO, Telecommunications Industry,
IBM
July 30, 2013
Confidential. Do not distribute.
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WELCOME & INTRODUCTIONS
Your Presenters Agenda
2 © Copyright 2013 Antenna Software, Inc. All rights reserved.
Confidential. Do not distribute.
Jim Somers
CMO
Antenna Software
Wanna hear this webinar LIVE? Go to >> http://info.antennasoftware.com/MMWS-Library.html
Bill Lambertson
CTO, Telecommunications Industry
IBM
• What’s happening in the enterprise mobility marketplace?
• How have mobile app platforms evolved to meet market needs?
• What role do operators currently play in the mobile app delivery ecosystem?
• What’s the untapped opportunity for them as the market evolves?
• How are some operators best monetizing on this opportunity?
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THE CHALLENGE
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THE OPERATOR’S DILEMMA
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Source: Strategy Analytics, Handset Data Traffic (2001-2017), July 3, 2013
Strategy Analytics predicts strong growth in data traffic to
mobile phones for the coming 5 years … present[ing] network
challenges for carriers to ensure end user satisfaction with data-
hungry smartphones.
Handset Data Traffic to grow over 300% by 2017 to 21
exabytes
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THE OPERATOR’S DILEMMA
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Handset Data Traffic to grow over 300% by 2017 to 21
exabytes
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“The reports of my death have been greatly exaggerated.”
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- Mark Twain
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FUNDAMENTAL RETHINK REQUIRED
“Either learn to live
with the utility
business that
pushes margins
downwards by 30-
50% …”- Mobile Internet 3.0, Chetan Sharma,
2012
Operators have a fundamental choice to make ...
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FUNDAMENTAL RETHINK REQUIRED
Operators have a fundamental choice to make ...
“Or selectively compete
and/or collaborate with
the OTT players where
they can offer compelling
solutions and packages to
their customer base and
beyond.”- Mobile Internet 3.0, Chetan Sharma, 2012
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Life SciencesCPG / Retail ManufacturingFinancial Services
Telco
INDUSTRY BREADTH
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Antenna has worked with literally dozens of operators around the world on a sell-to, sell-with and sell-thru basis.
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THE OPPORTUNITY
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NEW WAVE OF TECH DISRUPTION
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ENTERPRISE APP DISTRIBUTION
Device Capability
Con
ten
t D
istr
ibu
tion
SMS BREW Java Symbian Blackberry iOS Android Windows Phone
Carrier (Consumer) Storefronts(Public, Multi-OS support)
OS Storefronts(Public, Single-OS support)
EnterpriseStorefronts
(Private, Multi-OS support)
Messaging Feature Phone OS Smartphone OS
The first content stores were SMS services that users could subscribe to receive data alerts
As wireless data expanded beyond
messaging, feature phone operating
systems emerged and carriers created content stores to
support them
Apple changed the distribution model with its iPhone, creating an
ecosystem for consumer apps. OS
vendors followed with their stores.
Today’s smartphone is a mini-computer,
enabling businesses to create enterprise apps
for their workforce, distributed through enterprise stores
The capabilities exist in today’s devices – now users want
apps!
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ENTERPRISE APP DISTRIBUTION
Device Capability
Con
ten
t D
istr
ibu
tion
SMS BREW Java Symbian Blackberry iOS Android Windows Phone
Carrier (Consumer) Storefronts(Public, Multi-OS support)
OS Storefronts(Public, Single-OS support)
EnterpriseStorefronts
(Private, Multi-OS support)
Today’s smartphone is a mini-computer,
enabling businesses to create enterprise apps
for their workforce, distributed through enterprise stores
The capabilities exist in today’s devices – now users want
apps!
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B2B “PUSH” B2C “PULL”
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ENTERPRISE APP STORE
More than 1 in 3 surveyed said they are currently working on an Enterprise App Store.
Mobile App Management (MAM)
Mobile Device Management (MDM)
Partner-facing App
Enterprise App Store
Mobile Website/Portal
Employee-facing App
Customer-facing App
0% 10% 20% 30% 40% 50% 60% 70% 80%
21%
31%
37%
37%
50%
60%
67%
Dramatic increase over the 14% that claimed they were working on or planning to start work on their own apps stores in 2012
2012 14%
Source: Antenna Mobile Business Forecast, 2013
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WHEN DO THEY USE OPERATORS?
What mobile services are you using your carrier/operator for?
Other
Mobile device management
Mobile security
Mobile strategy
Mobile app enablement or delivery
Mobile app store
Telecom expense management 24%
21%
21%
18%
18%
18%
9%
Source: Current Analysis, Inc.
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WHAT’S THE BIG IDEA?
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Service Provider Service Innovator
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NOT GETTING THEIR FAIR SHARE
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Dataconnectivity
Mobile App
LicencesConsultancy
Integration &
Development
SupportServices
Mobile Application Value Chain
Operator Rev Share
Partner Rev Share
Many operators struggle to extend their value proposition beyond the devices, data connectivity and basic messaging.
• Only focused on 20% of available opportunity
• Subject to continued price pressure and ARPU ceiling
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Dataconnectivity
Mobile App
LicencesConsultancy
SupportServices
Mobile Application Value Chain
Operator Rev Share
Partner Rev Share
A BROADER VALUE PROPOSITION
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With an enabling platform, operators can extend their value proposition and provide a more complete lifecycle of solutions.
Integration &
Development
SupportServices
• Has potential to capture revenue along the entire mobile app lifecycle
• Less exposure to commodity pricing factors
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WHO DO THEY TRUST?
“The largest percentage (38%) selected the mobile operator as their prime supplier.”
Many enterprise developers look to Operators for mobile software and deployment expertise …
Source: Yankee Group
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OPERATOR AS A MOBILE PARTNER
… and Operators are in a great position to respond because …
• Enterprise Contract – The enterprise may already be under contract to sell airtime and devices with the operator; applications become an upsell
• Mobile Expertise – Operators are experts in wireless technologies because of their role and influence in the mobile ecosystem
• Data Centers – Operators have data centers in close proximity to the enterprise user and wireless network, ensuring high availability and performance
Mobile enterprise application development and distribution becomes the core of many services that can be enabled by an operator – these become Cloud Services.
Enterprise Apps
Storage
Comm
Computing
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OPERATOR COMMERCIAL MOTIVATION
ProductDescription
BrandEquity
Incremental Value
Creation
Price Sensitivity
Complexity
Carrier providing direct branded
mobile applications & application services
HighCarrier ‘owns the
glass’ irrespective of device brand
HighBundling opportunity including device, app
& network service
LowBundling obscures
components. Must be directly matched by
competition
MediumBundled product
offerings similar to existing voice
products
Direct bearer services utilizing
device browsers and data cards
LowDifferentiation only
by speed & quality of service
LowValue is directly & solely based on
network utilization
HighSubject to
commoditization/ market pressures
LowInnate capability of
every carrier, to provide network
service
Affiliation program involving certification
and access to catalog
LowPuts ISV Partner brand forward of
Carrier
MediumValue is based on ISV effectiveness and data services
(see left)
HighSubject to individual
ISV effectiveness and market position
HighEffectiveness dependent on
managing program elements
Carrier providing solutions based on middleware solution
MediumPuts SI partner on par or above the
carrier
HighBundling opportunity
including device, solution & network
services
MediumCustom solution costs put pricing
pressure on other components
HighSolution sale and
implementation not core competence
Data Provider Application Service Delivery
Partner Catalog Enterprise Reseller
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OPERATORS POISED FOR SUCCESS
Operators are in an ideal position to monetize the mobile app lifecycle.
End-to-End Solution: Operators can deliver the full breadth of services for customers to build, deploy and manage mobile apps through the entire lifecycle
Growth Market: Mobile development and management is a multi-billion dollar industry – and enterprise customers look to operators as their trusted
Turnkey Operations: Pairing leading mobile platform technology with enterprise systems in a hosted offering that can be deployed into an operator’s network, under the operator’s brand, as a turnkey appliance offers great value
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OPERATOR “SPECIAL SAUCE”
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Pricing / Billing
Volume discounts
Bundling
Single bill
Financial Stability
No “startup” risk
Appropriate resources
Ongoing support
Application Performance
Full data path
Data center optimization
Streamlined for apps
Customer Care
Established, predictable
Known quantity
Standard SLAs
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BUT ENTERPRISES ARE WARY, TOO
Source: Current Analysis, Inc.
• Configuration complexities
• Massive infrastructure shifts
• Lack of flexibility
• Large capital expenditures
Mobile operators must overcome enterprise objection hurdles …
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PureSystems provides MSPs/CSPs with a simplified lifecycle for hosting SaaS applications – lower cost, faster
time to value
Streamlined: Pre-integrated, pre-
tested, ready to run Single part to order -
make hardware procurement predictable
Optimized configurations with high availability
Integrates with your existing networking and storage
Accelerated: Complete
infrastructure stack up-and-running in hours vs. months.
Easily deploy new applications and data services
Built for cloud - rapidly replicate environments, bare metal deployment capability
Simplified: Single pane of
glass with fully integrated management – servers, storage, networking, physical, virtual
Dynamically scale to meet changing demand – built in workload elasticity
Automatic failover and high availability
Integrated: Integrated
update/patch management
Simplified problem determination
Single support number, automatic call-home capability
Systems are open, flexible, and easily extensible to grow with you
Reduced Time, Cost and Risk
Patterns of expertise
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Expert integrated:Flexible infrastructure
‒ Compute (x86 & POWER)‒ Storage‒ Networking‒ Advanced Flex
System technology
Unified infrastructure management
Built-in expertise - Infrastructure patterns
Enabling Clients to:Consolidate - Optimize, Innovate - Accelerate Cloud deployments
Infrastructure
Delivering Infrastructure Services
54% more virtual machines per compute node
2x or more increase in application performance through smart data placement and tiered storage
66% faster setup time
Up to 70% fewer cores for software licensing costs
72% lower systems costs over 3 years
HybridComputing
IBM PureFlex System: Integrated Infrastructure is built for cloudFlexibility to run your choice of applications and middleware
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POWERING THE OPERATOR VISION
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With AMPchroma and IBM under the covers, operators have the technical depth and expertise to become service innovators.
Dataconnectivity
Mobile App
LicencesConsultancy
SupportServices
Mobile Application Value Chain
Integration &
Development
SupportServices
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END-TO-END MOBILE PLATFORM
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AMPchroma is a mobility platform-as-a-service (mPaaS) for building & managing ‘run-the-business’ mobile apps.
MANAGE
BUILD
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THE BEST OF BOTH WORLDS
AMPchroma – Branded and Installed in an Operator’s Data Center
• Speed to market – just plug and configure appliance
• Scalability– add new appliances “horizontally” to expand for growth
• Cost Effective – reduced operational expenses to certify and manage separate components
• Additional Services – other cloud-related services can be added from IBM PureSystems
Operator’s Data Center
Alternatively, AMPchroma can be installed on existing hardware with a J2EE runtime environment
AMPchroma may be installed as an appliance, running on IBM PureSystems, including hardware, software and network management for turnkey operations.
Benefits:
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LIVE PROGRAM
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Wanna hear this webinar LIVE?
Go to >> http://info.antennasoftware.com/MMWS-Library.html
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FOLLOW ME AT …
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@JimatAntenna
www.linkedin.com/in/jimatantenna