‘the martini effect’ any time, any place, anywhere! anthony harford, business consultant, bt...
TRANSCRIPT
‘The Martini Effect’Any Time, Any place,
Anywhere!
Anthony Harford, Business Consultant, BT
Wireless
Tel: 0121 230 2719Email [email protected]
LocationBCA Edinburgh, 15 February 2001,
Agenda
11 BT Wireless CredentialsBT Wireless Credentials
22 The Market DriversThe Market Drivers
33 The Corporate View The Corporate View
44 Consumer InternetConsumer Internet
5 5 ReviewReview
BT Wireless Leading the Mobile Data Wave
SMS...Live Information Services...e-mailSMS...Live Information Services...e-mail
Mobile ISPMobile ISP
WAPWAP
GPRSGPRS
UMTSUMTS
1999 2000 2001 2002 2003
M-Commerce
Market DriversMarket Drivers
NextGrowth Wave
Globalisation
New Technology
User Applications
Data / Internet
Economics
The mobile market is at a point of inflexion
Drivers of Transformation
Customer Needs
Increased Competition
Deregulation/ Spectrum
The emergence of the ‘networked’ society’
……we are at the outset of a truly remarkable we are at the outset of a truly remarkable revolution where ... revolution where ...
• Anything that can be connected will be!Anything that can be connected will be!• Anything that can be digital will be!Anything that can be digital will be!• Anything that can become mobile will become!Anything that can become mobile will become!
IndustrialRevolution
InformationSociety
The ‘Networked’
Society
Dismantling of traditional industry structures, disaggregation of traditional business models,
a wealth of opportunities and considerable threats
• Voice goes mobileVoice goes mobile• Mobile leaps towards IP Mobile leaps towards IP • Explosive growth in Internet (even greater) Explosive growth in Internet (even greater)
growth of Intranetsgrowth of Intranets• Mobile goes ‘broadband’Mobile goes ‘broadband’• The emergence of mobile internetThe emergence of mobile internet• The advent of an e-(mobile) commerce boomThe advent of an e-(mobile) commerce boom• The emergence of new value chainsThe emergence of new value chains• A reshaped competitive landscapeA reshaped competitive landscape
Series of ‘paradigm shifts’
…on the contrary ‘the networked society’ is the result of ..
Devices Infotainment
ApplicationsNetworks/Platforms
Barclaycard
Sega
Yahoo!
Lastminute.comBSkyB
iobox
Reuters
MTV
Nokia AOL
PalmPsion
Sony
Virgin Mobile
NTL
Handspring
Trafficmaster
Playstation
IBM
Orange
Vodafone
Carphone Warehouse
BTTesco
Genie
Intense competition for customer attention
M-Commerce
The Corporate ViewThe Corporate View
What is going to enable the Mobile Data
Explosion?
Affordable, Well designed Terminal EquipmentAffordable, Well designed Terminal Equipment
Affordable, High-Speed, non-stop networkAffordable, High-Speed, non-stop network
Standards Based, Low-Cost Software applicationsStandards Based, Low-Cost Software applications
General Packet Radio Service: The always on
Wireless network
GSMGSM
Internet SPInternet SP (WWW) (WWW)
Companies Companies Corporate LANCorporate LAN
GPRSGPRSBase -StationBase -Station
Third Party Third Party Data NetworkData Network
GSMGSM
Applications Investment
The right Terminal for the right application
What will Corporates value?
• Email, CalendarEmail, Calendar• Intra-net InformationIntra-net Information• E-commerceE-commerce• Video still imageVideo still image
Road / Traffic Info; Railway mgmt. Fleet management
Management; Helpdesk; Security; Synchronisation; ASP’s
Mobile Commerce Segmentation
corporate
SME
consumer
Intranet access N/aField processes: sales,
engineers;Target sectors?
Virtual workspace
Personal world
Capture & correspond
Machine to machine
Internet + Extranet access Smaller applications -
too much customisation
N/a
Youth;Internet access;
E-commerce + info partnerships
Little premium for mobility
Small opportunities
Customer databases;channel for others to reach our customers
Marketing to base
low
highpriority
priority
Blurred work and home worlds
not fixed machines
Mobile machines
‘mass’ versions of corporate solutions
Smaller applications - too much customisation
‘mass’ versions of corporate solutions
M
S
M-Commerce
Consumer InternetConsumer Internet
Vertical Brand Portals
Business Life StyleCross Over
Managed DIY
CORP
SME
CONS
VW C&C
PW
low
high
MtM
CORP
SME
CONS
VW C&C
PW
low
high
MtM
Horizontal Brand Portals
Aimed at MobileLife or Workstyle
Managed
So what do customers really want from their applications?
ValueValue• Work enhancementsWork enhancements• Life enhancementsLife enhancements
• FunFun
PersonalisedPersonalised•Device independentDevice independent
• Location (in)dependentLocation (in)dependent•Always relevantAlways relevant
AvailableAvailable• Easy to accessEasy to access
• Easy to useEasy to use• ActionableActionable
RelevanceRelevance• Time criticalTime critical
• Real timeReal time• ScheduledScheduled
DynamicDynamicPersonalised informationPersonalised information
Anywhere, anytime, any deviceAnywhere, anytime, any device
Which applications are Valuable?
Involves moneyFree
Information
Application
Business value
High Personal value
Calendar,MailSchedule
WAP GSM
GSM
Transport
3GHigh Speed
GPRSLow Speed
GPRS
WAP Phone
Phone
TerminalSpecificdevice
PDA/GPRS
GPRS WAPPhone
Will pay for
Like to know
BusinessCritical
User Critical
Time Critical
Value
What are the Value Propositions?
Vertical
Horizontal
PortalBusiness/Personal
Corp Man
Corp DIY
M-Commerce
ReviewReview
GPRS
Internet
An enterprise solution that happens to be wireless.
Terminal Network Interconnect Integration
Application ASP/In HouseSecurity Encryption End to end securityOperating SystemForm FactorRadio Testing Coverage Internet/Fixed Line
Applications / Integration required
The 8 questions for an E-business
• Do you know your customer?Do you know your customer?• Do you use multiple channels to interact with customers?Do you use multiple channels to interact with customers?• Have you personalised the customer experience?Have you personalised the customer experience?• Have you focused on 100% customer satisfaction?Have you focused on 100% customer satisfaction?• Do you optimise the value of every customer?Do you optimise the value of every customer?• Have you Developed and maintained global customer Have you Developed and maintained global customer
centric eBusiness architecture?centric eBusiness architecture?• Have you leveraged & extended the eBusiness Have you leveraged & extended the eBusiness
ecosystem?ecosystem?• Do you cultivate an organisational culture built on Do you cultivate an organisational culture built on
eBusiness Excellence and Innovation?eBusiness Excellence and Innovation?
M-Commerce Conclusions
• The market is moving very quickly!The market is moving very quickly!• New channels to market will emerge!New channels to market will emerge!• You cannot wait for the next technology!You cannot wait for the next technology!• Do not buy a technology buy a solution!Do not buy a technology buy a solution!• Huge new opportunities to fast movers!Huge new opportunities to fast movers!• To be different you have to be different!To be different you have to be different!• If it already has not changed the way you If it already has not changed the way you
do business it is about to!do business it is about to!
‘Thank You’Also available for weddings and
after dinner speeches
Anthony Harford, Business Consultant, BT
Wireless
Tel: 0121 230 2719Email [email protected]
LocationBCA Edinburgh, 15 February 2001,