providing relationship platform for content creation and delivery by saiful hidayat for imoca 25 26...
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G E M A
2008Games Education
Music Animation
Providing Relationship Platform for Providing Relationship Platform for Content Creation and Content DeliveryContent Creation and Content Delivery
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By :
Saiful HidayatAsst Vice President IT Service Strategy
IT Directorate PT. Telekomunikasi Indonesia
IMOCA Conference and Exhibition 2008"Creative Business On The Next Generation Network"26 - 28 November 2008, Discovery Kartika Plaza - Bali...
G E M A
2008Games Education
Music Animation
Content
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G E M A
2008Games Education
Music Animation
Broadband is a major Driver of the Economy
Source: Gerd Leonhard, (www.mediafuturist.com) Open is King
G E M A
2008Games Education
Music Animation
A New Game for Everyone
Source: Gerd Leonhard, (www.mediafuturist.com) Open is King
G E M A
2008Games Education
Music Animation
Evolution towards Converged Network
Source : Source : FokusFokus FraunhoferFraunhofer
G E M A
2008Games Education
Music Animation
The Traditional Telco Value Chain is Changing
Source : Source : FokusFokus FraunhoferFraunhofer
Key Point :Key Point :•• The Industry Structure was changedThe Industry Structure was changed•• New Players have successfully entered the sceneNew Players have successfully entered the scene•• Equipment and Handset manufactures additionally drive the markeEquipment and Handset manufactures additionally drive the markett
G E M A
2008Games Education
Music Animation
Service Application Trend
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The Past: The Future:
Evolution towards branding & lifestyle services
Entertainment
Was
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Is
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Personal lifestyle branding
Information
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Communication
G E M A
2008Games Education
Music Animation
Industry & Service Transition… New Type of Provider
Internet(Information)
Telecommunication(Communication)
Entertainment(Broadcasting)
Experience Provider
Experience Provider
G E M A
2008Games Education
Music Animation
Content
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G E M A
2008Games Education
Music Animation
Seamless Mobility - TIMELocation, Time and Device Agnostic
Watch TV onTrain, ProgramDVR for Tonight
Find Child’s GPSLocation on TV
Download theLatest Tunes
Schedule a Meeting
ConferenceFace-to-Face
Make Wait TimeProductive
Work from Home
Watch Showson Demand,Answer VideoCall on TV
Conduct TelepresenceMeeting
Keep YOU Informed, Connected, Entertained and Secure as You MoveThrough Life - at Home, at Work, and on the Go
G E M A
2008Games Education
Music Animation
Emerging Cultural Practice
Open
Peering
Sharing
Make the world better through collaboration
Power of UsPower of Us
G E M A
2008Games Education
Music Animation
Customer TransitionRise of the Empowered Consumer
Provider to UserProvider to User
User to ProviderUser to Provider
ExperienceExperience
PassiveWatch Broadcast TV
BroadcastOne Service Fits All
PickVideo On Demand
TransactNetwork Responsiveness
ParticipateCommunity Services
InteractPersonalization, Socialization
ProduceCreate/Remix Content
EmpowerComplete Customization
G E M A
2008Games Education
Music Animation
Customer Expectations Transition New Cultural Practices
WhatThey Want
WhatThey Want
WhereThey Want It
WhereThey Want It
WhenThey Want It
WhenThey Want It
HowThey Want It
HowThey Want It
Broad Choice Personalized
Simple
On DemandAvailable Always
Everywhere“Follow Me”
Flexible No Platform,
Access or Bundle Restrictions
G E M A
2008Games Education
Music Animation
Broadcasting
Encyclopedia
Lifestyle Service Segmentation
Number of subs per service
2003
2006
Mp3.com
General lifestyle markets Specialized lifestyle marketsBranded lifestyle markets Segmentation
G E M A
2008Games Education
Music Animation
New Digital Native
Will GrowWill Grow
G E M A
2008Games Education
Music Animation
Content
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G E M A
2008Games Education
Music Animation
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A lot of Content Producers will expand into becoming Context Providers, Curators, Aggregators, Packagers…
A New Definition of Content:Content must now be defined much broader
Source :
G E M A
2008Games Education
Music Animation
Customers See Services Through Their Device
Content consumption is becoming
DeviceAgnostic
G E M A
2008Games Education
Music Animation
VAS (Content) : Rethink Strategyfrom Technology based to Consumer Need Based
as Value Added Service as Value Added to Subscriber
Adopted from : Frost & Sullivan
SMS LBS
IVR MMS
P2A A2P
Mobile TV
Mobile Ads
etc etc
Communication
Entertainment
Information
Productivity
Participation
Saving
G E M A
2008Games Education
Music Animation
Understanding Service Stimulus
Value Added toSubscriber
Usage Motivation
Why should consumer use this service ?
ServiceAttributes
What parametersShould delivery on ?
ComparisonTo alternatives
What the alternativesAnd relative pricing ?
Usage Experience
How easy is the serviceTo use ?
Adopted from : Frost & Sullivan
Usage Motivation
Fun while waiting, personality
Service Attributes
Easy to subscribe, catchy
Comparison To alternatives
None and transparent in pricing
Comparison To alternatives
very easy, Just send sms
RBT
G E M A
2008Games Education
Music Animation
Clear Customer Target : Multi layer segmentation
Adopted from : Frost & Sullivan
Device Based
Service Specific
• Savants : Being knowledgeable about music is central to their identity (5-8% of base)• Enthusiasts : Music is a key part of life but is balanced by other interests (20-25% of base)• Casuals : Music plays a welcome role but other things are more important (35-40% of base)• Indifferents : Would not lose sleep if music does not exist (20-25% of base)
Purchasing PowerBased
� High Income� Mid Income� Low Income
Pyscho-DemographicPlus usage
� Youth� Migrants� Silver
G E M A
2008Games Education
Music Animation
Smart Aggregation for new VAS (Content)
Step 1 Revelation: understand connected consumption� Discovering which content is valuable� Information about customers and content
Step 2 Smart Aggregation: rollout quickly� Centralizing and storing the huge amounts of microcontent…
Step 3 Plasticity: enable prosumer tweaking� Creating value by modularizing, standardizing, or extending content� So prosumers can remix, tweak, cut, merge, split it…� …or cheaply produce complementary goods
G E M A
2008Games Education
Music Animation
Content
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G E M A
2008Games Education
Music Animation
� Integrated initiatives of Telkom Group to enable and encourage healthy creative content industriesand communities in Indonesia
� Indigo (Indonesian Digital Community)� Encourage “Valuetainment Creativity”
G E M A
2008Games Education
Music AnimationPleasant EnvironmentPleasant Environment
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Indigo ImplementationGiving People Freedom to…….
G E M A
2008Games Education
Music Animation26
Indigo Business Models
G E M A
2008Games Education
Music Animation
Indigo : Prosumer� Facilitating consumer
community
� Increase participation, loyalty, advocacy
� Colaboration and co-creation of new products and services
� Online and offline activities merge
G E M A
2008Games Education
Music Animation
Indigo : Content Incubation
G E M A
2008Games Education
Music Animation
SDP Background : Challenge From Simple Voice to Innovative Services Platform
Ser
vice
Pro
lifer
atio
n
Service RevenuesLow
Low High
High
The PrizeThe Prize
How to provide “Carrier grade”quality?
How to foster a “step-change in innovation”?
Many Services, Fast TTMFew Viable Business Model
Besides advertisement
Few Services generating lots of (declining) Revenue. Lack of many new services BUT
Differentiators to achieve Viable business models (e.g. access to bill, relationship
to subscriber, QoS, …
Many Services, Short TTMViable service providers business models Not necessarily limited to Advertisement
G E M A
2008Games Education
Music Animation
SDP : From Separate Networks to Converged Networks
G E M A
2008Games Education
Music Animation
What is a Service Delivery Platform ?What is a Service Delivery Platform ?
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– This layer allows Marketing, Network, and IT to create and implement new services faster, more efficiently and with lesser cost
– Provides a unified service creation and control environment where integrated value added services can be defined, deployed and controlled
� SDP architecture provides an end-to-end control and enables� Selection of a Product or a Service� Placement of an Order� Provisioning of a Service or a Product� Activation of a Service or a Product� Delivering a Service or a Product� Billing for a Service or a Product� Disconnecting a Service or a Product
� Benefit :� New services can be rapidly added� Meet business objectives for revenue growth� Platform for service aggregation across networks and devices.� Modular service-oriented architecture (SOA) allows for incremental investment as business grows.� about the business drivers, about bundling services more efficiently
Wireline Broadband
SDPService Delivery Platform
Wireless
IT/Applications Content ServicesPORTAL
OSSBSS
G E M A
2008Games Education
Music Animation
SOA TierSOA TierSOA Tier
Network ElementsNetwork ElementsNetwork Elements
Network TierNetwork Tier
Service BusService Bus
OCCS
Process Manager
OCNG
SMSC MMSC LBS Parlay GW
OSSOSS
BSSBSS
SIDSID
3rd Party Applications
Consumer Services
SERVICE DELIVERY PLATFORMSERVICE DELIVERY PLATFORM
SDP as Mashup Orchestration
• Integrated single platform with open architecture for all services
• Allows TELKOM to discover new business opportunities and models
• Simplifies planning of network and services
• Reduces urgency to move to all IP-core network
• Integrated single platform with open architecture for all services
• Allows TELKOM to discover new business opportunities and models
• Simplifies planning of network and services
• Reduces urgency to move to all IP-core network
SERVICE DELIVERY PLATFORM
G E M A
2008Games Education
Music Animation
Digital Asset Management
Digital Content & Applications
Digital Payment
The Infrastructure
Broadband & BroadcastBroadband & Broadcast
Service Platform
copyrightprotection
portalSDP mediaserver
Digital Content & Applications
Game Education Music Animation Schools Govt SMEs
Digital Payment
G E M A
2008Games Education
Music Animation
My Profile
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G E M A
2008Games Education
Music Animation
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