Uploaded byRoel Honning
Smartphone Strategy (Telecom Operators)
The document discusses the impact of smart devices and mobile broadband on consumer behavior and the role of telecom companies in the evolving digital landscape. It highlights the growth of smartphones, mobile data usage, and the challenges faced by telecom operators from over-the-top services. Additionally, it explores opportunities for telcos in areas like loyalty programs, operator billing, and partnerships with app developers to enhance customer engagement.
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Smartphone Strategy (Telecom Operators)
- 1. Smartdevices are changingour lifes! Which role plays Telco’s in this changing world? Roel Honning +31 6 1090 3170 [email protected] @roelhonning
- 2. A revolution doesn’thappen when society adopts new tools, it happens when society adopts new behaviours. Clay Shirky Associate Teacher for New Media at NYU 2
- 3. In the beginning… Operators launched mobile broadband 1 But then, there were not enough mobile broadband handsets When there were enough mobile broadband handsets 2 Consumers were screaming for content To deliver content, operators were offering controlled webportals 3 They tried the business model with monthly payments for content, while it was free on the open internet Mobile internet was growing, but slowly 3
- 4. Suddenly, market wasfastening Caused by three main drivers 1 Flat-rate data plans to kick start the market 3 2 Developer- The rise of friendly app powerful and stores intelligent devices Source: STL Partners/Telco 2.0
- 5. Worldwide trends onmobile Smartphone sales is Mobile broadband booming accelerates social media Worldwide roll out HSPA & Growing range of tablets LTE Apps, apps, apps… Explosion mobile data usage 2012: mobile internet > pc Mobile Wallet 5
- 6. Current predictions SmartphoneSales - 660 million in 2012 - Increase of 35% (IDC 2012) - 470 million in 2011 - Increase of 44% - > 1 billion in 2015 (Gartner 2011) 6
- 7. Smartphone penetration Europe vsUSA Source: comscore 7
- 8. Different types Smartphonesplatforms Apple – iOS5 • Aggressive towards operators (shared revenu model) • Primary hardware, but appstore & itunes very important services • Closed System, strictly policy Google - Android • Operator friendly strategy • Focused on advertisements (extra reach google platform) • Partly open RIM – BlackBerry OS • Popular because of security (business) & ping (consumer) • In 2012 introduction new OS: BBX (feature: android apps will work on OS) • Slowly acceptance of new apps - appstore Microsoft – Windows Phone 7 • Compatibility with laptop / desktop (windows) • Strategic partnership with Nokia • Not much apps yet 8
- 9. Marketshares Sales Global Sales Q4 2011 Market Share 2009-2011 (US) Gartner, january 2012 Source: email-marketing-reports.com 9
- 10. Market Share DeviceManufacturers IDC, january 2012 10
- 11. 60% of timespent on smartphones is new activity for mobile users Source: kpcb.com
- 12. Popularity Mobile Servicesby OS 90% 79% Apps download 80% 74% Streaming music/radio 70% 63% Video/Mobile TV 60% Online Gaming 50% 43% 46% 42% 37% 39% 40% 35% 30% 26% 26% 24% 20% 20% 20% 17% 11% 10% 0% Android OS Apple iOS Windows Phone RIM BlackBerry
- 13. Mobile App Storescomparison 2011 # 30 billion downloads 2011 (# 9 billion downloads 2010) $ 15,1 billion (including advertisements) (191% increase) 90% of all mobile app revenues by Apple, 7% by Android • ↓ 33 mln / • ↓ 17 mln / • ↓ 3 mln / • ↓ 10 mln / day day day day • > 650k apps • > 450k apps • > 25k apps • > 45K apps Google Play App world • $2.01 paid • $ 3.79 paid • $8.26 paid • $3.47 paid App store Ovi-shop app app app app • 42% free • 65% • 26% • 26% , 58% paid free, 35% free, 74% free, 74% • 86% free paid paid paid dwnlds, 14 • 98,7% free % paid dwnlds, 1,3 % paid 13
- 14. Apps, apps, apps Some interesting apps that ‘change’ your daily life: 1. Shazam 6. FindmyCar 2. Word Lens 7. Facebook / social media 3. Spotify 8. Location based apps 4. Internet Movie Database 9. TomTom / Navigation 5. Layar – augmented reality 10. Mobile payments 14
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- 16. Telco Killer apps VoIP: (Instant) Messaging: • Skype • Whats app • Viber • iMessenger • Facetime • Ping Social Media: What’s Next? • LinkedIn • Calling via Facebook? • Facebook • Calling via Google? • Twitter
- 17. What about prepaidSmartphones? 2010 2011 Sales Marketshare Sales Marketshare 8% 29% 71% 92% Prepaid Smartphones Prepaid Smartphones Feature Phones Feature Phones Source: gigaom.com & channelinsider.com 17
- 18. Overall threats forTelco’s: 1. Over the top services (Telco-killer apps): • Skype • Whatsapp & iMessenger eating revenues of Telco’s 2. Data intensive services eating all network capacity: • Streaming music & radio • Video/TV without extra earnings for Telco 3. Smartphones is an enabler for all kind of (web)services via appstores: • All kind of apps; • Mobile payments & Identification; • Location Based Services; without specific role for Telco 18
- 19. What’s next? Adoption curvescompared Source: kpcb.com
- 20. Tablet Sales Q2-2011 Sales (mln) Marketshare (sales) (mln) Q2-2011 Q2-2011 0.5% 1% 0.7% 0.1% 5% 3% Apple iOS Apple iOS Android Android 4.6% Microsoft 30% Microsoft 9.3% QNX 61% QNX Others Others Source: businesswire.com 20
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- 22. Opportunities Telco’s Segmentation/ differentiation Telco Services on smartphone Data tariffplans Dashboard Application data usage Apps Telco specific plan content Selfcare Special packages Prepaid Quality of credits Services Location Based Marketing Services / activities Advertisement OTT & 3rd party Loyalty Social Media partnering platform Operator billing & payments Telco Appstore Interaction with customers by smartphone Partnerships
- 23. TELCO CASES (EXAMPLES) 23
- 24. ROGERS & LOYALTY PLATFORM Details: • Objective: keeping the younger target groups Loyalty programs supported by loyal to brand; smartphones and social media • Extensive entertainment program with exclusive content for Rogers subscribers: • Free music downloads & games • Discount on premium seats for live-nation concerts, Blue Jays baseball Maple Leafs Hockey • Available via iPhone, Android, iPad, Facebook and web • Supported by social media • Yearly 100.000 tickets ordered on mobile phone • Churn reduction of 5% 24
- 25. PREPAID SOCIAL MEDIA Details: LOYALTY PLATFORM • Prepaid users are unknown (no name, no address), only by mobile number; hard to reach Get to know your prepaid users with marketing campaign; and interact with them • Introduction of social media loyalty campaign; delivering a program with all sorts of events arranged for concert tickets and sport events, exclusive to prepaid users; • Users can earn ‘social credits/coins’ for all types of interaction: Likes, posts, shares, buying prepaid credit; • Social Coins are exchangeable for extra discounts or prepaid credits; (to be defined) • Coins will be registered after Facebook opt-in and gives operator access to personal data of the user and can be linked to mobile number;
- 26. TELKOMSEL & SKYPE Details: Skype partners with Telkomsel • Special application is developed for TELKOMSEL to bring cheap calls and free Subscribers text to 100 million subscribers • Downloadable on 24 Telkomsel smartphones, including Nokia, Samsung and BlackBerry • Also available for lower end J2ME phones • Only Free usage Skype within data subscription - will not count towards the usage quota • SkypeOut calls possible (Skype-Skype, Skype- local, Skype-international) & Instant messaging possible • SkypeIn calls are disabled • Shared revenue-model? 26
- 27. TELKOMSEL & FACEBOOK Details: • A tiny but fully-functioning Facebook app onto some of their Telkomsel launched Facebook SIM-cards/Mobile phone App • The Facebook-created application can be run on more than 800 types of JAVA-based mobile phones. • Account registration, writing on the wall, update status, reply to comments, viewing messages, view photos and more • Especially targeted on feature phones for the lower income market • To encourage those in emerging markets to try the app, Facebook partnered with a number of global carriers to offer free data access with the app for 90 days. • Indonesia is country with second largest number of Facebook users 27
- 28. OPERATOR BILLING Details: • Users are paying for apps by phone bill or prepaid Consumer transactions appstores credits; • 10-20% telco billing service charge; • Nokia: 4x increase of consumer transactions due to operator billing; • Great opportunity to play a central role in mobile transactions; • In future more mobile transactions by consumers, this will bring more opportunities for the MNOs to earn additional revenues from operator billing. • Examples: • Nokia: 140 operators • Google: NTT DoCoMo
- 29. Details: Telenor, Google tooffer • New Android Market initiative by Google and Telenor localized apps, direct billing Telenor-branded shelf in Android • Faster access to relevant localized apps with direct market operator billing functionality (prepaid & postpaid) • Telenor-branded “shelf” on the front page of Android market • Approximately 50 apps with “high local relevance” selected by an editorial team in each of Telenor’s 11 international mobile markets • Telenor: better relationship with our customer base and build a richer experience for the customer by making it easier for them to find more relevant local content in a secure environment with flexible payment options 29
- 30. KPN & SPOTIFY Details: Upselling premium services • KPN becomes exclusive representative of the Spotify service • KPN’s top tier triple play customers (€ 55 and more subscriptions) get Spotify –premium account for free (€ 9.95 / month) • Spotify has 10 million registered users, 2 million premium subscribers • Spotify is available in nine countries including US, France & Spain (2011) KPN & Spotify Spotify partners with KPN 30
- 31. Roel Honning / +316-10903170 / [email protected] / @roelhonning
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- 33. Thank you! If youhave any questions? Roel Honning +31 6 1090 3170 [email protected]
- 34. Check-your-weight-App #LOL Don’t try this at home