Devices 2.0 - Output from Telco 2.0 Exec Brainstorm, May 09
The session involved short stimulus presentations from leading figures in the industry, group brainstorming using our 'Mindshare' interactive technology, a panel discussion, and a vote on the best industry strategy for moving forward. Below is the vote, followed by some of our post-event analysis on key lessons and industry next steps:
Devices 2.0: Vote
Participants were asked which device strategy would offer Telcos the most realistic opportunity to deliver profitable new services and business models in the future?
- Telco designed and controlled smart devices (e.g. custom smartphones, operator specific digital picture frame)
- Separate Telco controlled gateway device (e.g. femtocell, set top box) used with open edge device.
- Open device with Telco control of policy software (e.g. netbook with sim & operator connection software).
- Forget about controlling devices, we can manage everything in the network.
Devices – lessons learnt & next steps
This is understandable. By and large, few fixed or mobile operators have successfully helped create new types of devices on their own. A few broadband providers have used home gateways as new service platforms, or as ways to reduce churn, but even these have tended to just be through the addition of functions like IPTV or VoIP. Few consumers would view their broadband “box” as a central hub of a home network – despite 10+ years of discussion of interconnection with consumer electronics, utility meters and home automation. All the talk of Telcos exploiting connectivity to HiFis or “screen fridges” has been hot air.
Alberto Ciarniello, VP Service Innovation, TIM: "Apple shipped 1bn apps at a significant average revenue per user. It's unprecedented. It's generated a lot of traffic and a lot of stickiness."
In the mobile space, the power of Nokia, Apple, RIM and others is always set against operators' desire to customise applications or user experience. Although in developed markets, a high % of phones are sold through operator channels, the use of embedded operator-specific applications and on-device portals has had only limited commercial benefit. Probably the most important customisation has been the configuration of the Telco's own portal as the default browser home page. If anything, the shift towards smartphones and PC-based mobile broadband has further weakened Telcos' role – the majority of 3G data traffic goes straight to and from the Internet from “vanilla” devices.
Anssi Vanjöki, EVP New Markets, Nokia: "Our user studies show that 12% of user time on the N-series is telephony or messaging; the rest is Web browsing, camera, media playback, e-mail, and applications."
The future possibly holds some more hope. The audience at the event was strongly in favour of pushing for Telco “control points” in otherwise open devices. This fits well with the heritage of SIM cards (which are expanding in capability) as well as standardisation in areas like the browser and widget frameworks (eg OMTP BONDI). Software pre-loaded with PC dongles or embedded 3G modems is another option. [Readers of this blog will know that Telco 2.0 is more sceptical of the benefits of the current approach to the Rich Communications Suite client advocated by the GSMA and certain operators]. In the converged triple/quadplay space, femtocells offer another point of control and service delivery, close to the customer – although the notion of a separate “gateway” product was viewed with less enthusiasm at the Nice event. New classes of devices such as MIDs, operator-enabled consumer electronics (Internet TVs, 3G musicplayers, in-car systems etc) also hold promise, but are seen more as low-risk experiments at this point.
In terms of next steps, the Telco 2.0 team feel that, in the short term (c12 months), operators should:
- Aggressively pursue “must have” devices like the iPhone – even if there is a short-term pain point around loss of control. At the moment, customers are still device-centric.
- Think twice about pushing end-users towards smartphones – instead, look at data plans coupled to higher-end featurephones, especially those with good browsers, touchscreens etc.
- Assess the business opportunities around OMTP's BONDI model at a strategic level
- Revisit the realistic opportunities afforded by next-generation SIM cards for both PCs and phones.
- Beware of certain device categories which will need new business/charging models to succeed broadly in the marketplace – for example, embedded-3G PCs are an “elegant concept”, but fail to meet the needs of massmarket consumers (or enterprises) at present.
The full presentation transcripts, delegate brainstorm output, and long-term recommendations for industry action is available to event participants and to subscribers of the Telco 2.0 Executive Briefing service here.