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Mobile Services EvolutionCrossing the chasm
Sub-Regional Seminar on IMT-2000Warsaw, October 2-4 2001
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Chasm
Crossing the chasm
Marketpenetration
Time
Casualperceptionof market
Traditionaltake-up ratefor handsetbusiness
Point where mass marketcan be made because ofcost / value balance
With the infra market huge build-out is needed before market is made
Handset growth vs. Infrastructure growth
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Critical success factors for mobile services
Services TornadosEvolution at
DifferentClock Speeds
Use Key Technologies
as invisible enablersfor services
Create Business Model
with clear value:simple tafiffing and
revenue sharing
Gain End User Acceptance
by portfolio of central applications
and services
Creating value
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Mobile terminal services environmentMaking the mobile services tornado happen
Mobile, real time, life enhancing,easy and familiar to use, fun and fast
Key user benefits
Messagingand email
Games and personalisation
Web content and downloadsKey applications
Content transport and messaging
Downloadable applications
Content search and accessKey function
MMS Java xHTMLKey technologies
From WAP/WSP to WAP NG (TCP/IP) Common transport
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Our value addition to the mobile services environment
Messaging, Browsing and StreamingMobile Network/
Connectivity
Servers/Middleware
Client
Content/Applications
Harmonised Client-Server Offering
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Network
ApplicationPlatforms
Terminal
GPRS NETWORK(always on)
Chat & Community
xHTML
WAPGateway Mobile
Advertising
GPRSWAP Push
Synchronising service and technology evolution
MMSColourScreen
MultimediaMessaging
Java
Location BasedServices
WCDMA NETWORK(R’99)
GPSPositioningStreaming
Digital RightsManagement
SecuredMobile
Payment
R’4 and R’5
Handset gamesWAP Games
Colour ScreensJava based Games
Online interactive games
Graphic Intensive GamesGames content streaming
Example: Mobile Games Evolution
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Increase ARPU by segmenting service delivery
New Revenue
New Revenue
Revenue with standard
services
ServicePrice
Usage of service - Volume
HSCSD
EGPRS
GPRS
WCDMA
Higher Quality Higher value Higher revenue & profitHigh impact to Network capacity
Market pressure for lower tariffs and higher quality
Very low delivery cost Attractive tariffs Very high volumesHigher revenue & profit No/Low impact to Networkcapacity
EGPRS WCDMA
High profitability will come from a balanced services portfolio with effective use of Quality of Service
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> 550 Million SMS capable GSM terminals
GPRS
WCDMAEDGE
WAPSMS
LifestyleTargetARPU
€
Lifestyle needs will drive service evolution
TotalDisposable
Income
MobileSpend
ServiceCreationStrategy
LifestyleService
Offer
WAPGPRS
3G
LifestyleNeeds
SMS
NewRevenueSources
AdvertisingPromotion
AddedValue Sell
What can we do today?
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Clock speeds
Drive MobileData Growth
Christmas 2001Based on improved access capabilities, new service features like WAP Push, WTAI
PHASE 1:Service Boost
Increase MobileData Usage
Summer 2002Based on MMS capability, xHTML, Color, Java
PHASE 2:NextPhase Services
IncreaseARPU
Christmas 2002Based on improved access capabilities
PHASE 3:Advanced Services
Example: Messaging
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Merji Khorchidian+48 601 294 608Director, Customer MarketingNorth, Central and Eastern [email protected]