Mobile megatrends 2012

how telecoms business is transforming in the software era
how telecoms business is transforming in the software era Updated 12 May12
Updated 4 Oct
2012 Copyright VisionMobile 2012
Copyright VisionMobile 2011

Knowledge. Passion. Innovation.

Andreas Constantinou
Michael Vakulenko
Stijn Schuermans
Matos Kapetanakis
(c) VisionMobile 2012


VisionMobile
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commissioned research for telcos and OEMs positioning, product
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Economics 2011:
How developers and
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money in the mobile
app economy

Mobile Innovation Mobile Industry Atlas, 5th ed. Mobile Megatrends series
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dominance

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and its impact to the
mobile industry Top-100 analyst blog
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the commercial mechanics tracking successful businesses 90% mobile industry insiders
behind Android and how in mobile
Google runs the show


Trusted by industry brands
Clients an established analyst company
from
selected clients 2009-2012

selected
VisionMobile clients
2008-2012
Page 4


Mobile Megatrends 2012

Handset DELL-ification Web as the new walled garden Cross-platform tools
and the emerging pyramid of handset OEM and why web is waiting for a new leader the next challenge to the Apple/Google
duopoly

The Kindelization of Ecosystems battle across Accessories the next frontier for
tablets how Kindle is setting the 4 screens Experience roaming platform differentiation
rules of the tablet market drives user lock-in, cross-sales and
engagement

Tools for gold seekers Reinventing the telco The future of voice
The developer gold-rush has led to a gold rush for Unbundling the telco to compete in the From telephony to diversity of use cases
developer tools software era

Handset DELL-ification
and the emerging pyramid of handset OEMs


The complex picture of the mobile phone market
But mobile phone market share doesn‟t tell the full story

Source: VisionMobile


Smartphones reached 30% market share in 2011
483M units shipped worldwide

Smartphone shipments as a % of total handset shipments



Smartphone sales vary greatly by region Q2 2011
are the majority of handset sales in North America (63%) and Europe (51%)

Market share

Source: VisionMobile Copyright VisionMobile 2012

Android became dominant smartphone OS
Samsung and HTC benefited the most from Android success (Q4 2011)

Smartphone market share by OEM and platform (H2 2011)


Profits are monopolized by companies
with a tailored value-chain
100% Commodity
modular
90%
market
80%

LG 70%
Sony Ericsson
RIM
60%
Motorola
50% Integrated
HTC from cloud
Nokia 40% to silicon
Apple
30%
Samsung

20% Integrated
across
10% handset
BoM
0%
2007 2008 2009 2010 2011 2012
Share of profits across top-8 handset vendors. Source: Asymco, VisionMobile estimates


Modular value chain leads to a disadvantage
OEMs with closed or tight integration are at a competitive advantage

Core business Device sales Device sales Device sales Device sales

Software Closed Modular Modular Modular

Hardware Semi-closed Semi-closed Modular Modular
(processors, memory, displays)

Handset design Closed Closed Closed Closed

Competitive Commoditization
advantage due to pressure due to
tailored value-chain modular value-chain

Innovate, follow or assemble
The ladder for OEMs in the post-Android era

1. Innovators: Unique product experiences at premium price
Companies that can masterfully integrate hardware + software + services + ecosystems into unique
product experiences - from phones and tablets to TVs.

2. Fast followers: Differentiated product experiences
Propelled by Android growth - Build strong brand and differentiation on top of Android ecosystem.

3. Assemblers: Me-too products competing on price No Name

10s of assemblers use Android to deliver ready-to-market smartphones with complete service and apps
ecosystem competing head-to-head with major OEMs.

4. Mass producers of feature phones: catering to developing markets
Rely on huge economies of scale to break even at $50, but make up nearly 60% of unit sales in the mobile
handset market.


DELL-ification and the new roles of OEMs
The pyramid structure of OEMs in 2012

Profit pyramid
Revenue pyramid

Innovators
exceptional margins unique Role model:
experiences

meaningful Fast followers
attractive margins
differentiation Role model:

low margins Assemblers
compete on price only Role model:

low margins
Feature phones
nearly 60% of sales Role model:
compete on price only



Redrawing the map of handset competition
2005 - 2012

Profit pyramid
Revenue pyramid

exceptional margins unique
experiences

attractive margins meaningful
differentiation

low margins
compete on price only

60% of sales
low margins compete on price only



Competing in the era of DELLification
Key lessons for the era of assemblers and price competition

- The basis of competition is the size of the ecosystem
Apple changed the basis of competition in mobile phones; from features to experience and from number of
handsets to number of apps. Besides iOS and Android, others struggle to compete.

- Android caused market concentration to plunge
The amount of handset makers with more than 2% global market share went from 6 to 10 in two years
time.

- Only way to make profits with Android is speed and vertical integration
Android OEMs are in a “race to the best device”, a race which cannot be won. Samsung‟s basis for
profitability is a uniquely tailored value chain; Samsung makes its own screens and chipsets which allow it
capture profits across the value chain. It also has the fastest time to market for new Android handsets.

- RIM, Nokia, Sony need to adapt to the new game rules
RIM lost because their unique product proposition was replaced by alternatives (Gmail, WhatsApp)
Nokia is challenged because it modularised both software (WP7) and hardware, which compromised by
value chain profits and timeto market. Sony needs to turn handsets into a either a profit-making division

want more?

“Apple & Samsung‟s Profit
Recipe-garden“
Research note published as part of
the VisionMobile
CEO Trendwatch service

trends@visionmobile.com

HTML5: Web as the new walled garden
and why the web is waiting for a new leader


…but what is HTML5, really?

A set of browser specs by 2 standard groups: W3C and WHAT
WHAT WG - Web Hypertext Application Technologies
The WHAT working group specs merge into W3C specs

Brings capabilities of web apps closer to those of native apps
UI tools, off-line storage, 2D graphics, plugin-free video/audio
geo location, speed and communication


Many benefactors, but no clear leader
all pushing and hyping HTML5 for their own unrelated reasons

Apple looking to move the web away from Flash

Google searching for more ways to commoditize complements

Facebook aiming to break-down Apple/Google silos and distance Adobe

Microsoft to onboard web developers onto Windows 8

Mobile operators hoping to regain control lost to native platforms

Qualcomm aiming to create a competitive advantage for its chips

Brands looking use web as a low-cost way to go cross-device and cross-screen

Adobe aiming to sell tools that facilitate web-to-native hybrid apps


But HTML5 is just past the peak of expectations

Fragmentation across platforms (iOS, Android, BlackBerry, Windows Phone)
Challenged to compete with native user experience
Lack of distribution channels and monetisation for web apps

HTML5 is fragmented across platforms

HTML5 Test Score
iOS 5.1 324
BlackBerry OS 7 273
Android 4.0 273
Bada 2.0 268
Android 3.2 235
Android 2.3 189
Amazon Silk 1.0 174
Windows Phone 7.5 (Mango) 138

0 50 100 150 200 250 300 350

Source: html5test.com, April 2012.


Andrew Betts of Assanka on app.ft.com: It
took a full-time team of 3 developers at
Assanka 8 months to launch on iPad, and
that team a further 4 months to bug-fix the
iPad and ready for distribution to Android
tables.

October 2011
http://www.tomhume.org/


HTML5 is a technology lacking key ingredients
unable to compete with iOS and Android platforms

Platform ingredients

Software Developer
Monetisation Distribution Retailing
foundations ecosystem

HTML5 ✔ = ✖ ✖ ✖

fragmented platform
always a step behind native will depend on app store

complex tool-chain waiting for a leader
islands of developers Facebook? Google? Other ?
using common language,
but different API sets Source: VisionMobile


Google & FB are building complete platforms
adding missing ingredients on top of HTML5 enabling technology

Key
Software Developer
ingredients Monetisation Distribution Retailing
foundations ecosystem

application runtime, Developers building micropayments, app distribution app discovery,
developer tool-chain, and publishing apps ad networks to end users promotion,
& platform APIs around the and settlement through SaaS or placement, search &
software foundation devices recommendations

HTML5 browsers Fragmented --- --- ---
(fragmentation)

HTML5 with web developers Google Checkout PC, Mac, Android, Chrome
Chrome API Chrome OS Web Store

HTML5 with Web and Flash FB Credits 900M Facebook FB app
Facebook APIs developers users recommendations

HTML5 may end up a yet another walled garden Source: VisionMobile
despite the promise of openness

want more?

“Web as the new
walled garden“
Research note published as part of
the VisionMobile


Cross-platform tools
The next challenge to the Apple/Google duopoly


So many platforms, so little time
Developers face a real challenge making apps for multiple platforms

mobile web Windows 8
HTML/CSS/Javascript C#, C++

Android iOS
Windows Phone Java Objective C
C#
BlackBerry OS
Java, web

Boot2Gecko
Bada HTML5
C++

webOS
HTML5, C++


Cross-platform tools come to rescue
drastically reduce costs by code reuse and efficient developer resource management

2000 today – explosion of tools

100+ tools!


rounds in 2010 and 2011, to the tune of US$29 million.

The next three tables list the main acquisitions, exits and VC financings, respectively, in the cross-platform

Mergers & Acquisitions in the CPT space
tools space.

MERGERS AND ACQUISITIONS IN THE CROSS-PLATFORM TOOLS SPACE

Company Product & type Acquirer Date

Aptana Development environment Appcelerator Jan-11

Metismo Bedrock Java-to-native source code translator Software AG May-11

TapJS Game hosting platform and API AppMobi Jun-11

TapLynx App factory Push IO Jun-11

RhoMobile Rhodes enterprise apps framework Motorola Solutions Jul-11

Particle Code Source code translator Appcelerator Oct-11

Nitobi PhoneGap tool for creating web hybrid apps Adobe Oct-11

Strobe Web app framework and app management Facebook Nov-11
platform

Cocoafish Post-download app services Appcelerator Feb-12

Worklight Enterprise app platform IBM Feb-12

Source: VisionMobile Cross-platform Developer Tools 2012 report


Diversity of tools catering to all use cases
catering to all sorts of developers, types of apps and mobile platforms

Javascript tools Source translators

App factories

Web-to-native Runtimes


Cross-platform tools democratize development
Extend the reach of masses of web developers beyond the browser

Cross-platform tools
about “Native”
300K
developers
create apps using
programming languages and
Web about
tools specific to platforms
developers 3 million

create apps using
HTML/CSS/Javascript
– less dependent on specific
programming skills


CPTs take the web beyond browsers
Combine ease of web development with advantages of native apps

authoring packaging discovery delivery

native OS
HTML/CSS/J HTML/CSS/J web browser
web app avascript avascript
HTML/CSS/J
avascript

web dev. tools server hosting Internet search web browser

native OS
native wrapper
HTML/CSS/J native wrapper
avascript HTML/CSS/J
hybrid app avascript HTML/CSS/J
avascript

web dev. tools native wrapper app stores installed app

web content journey

Cross-platform tools reduce power of platforms
CPTs dilute developer lock-in

platforms lock developers to users
to accelerate network effects

cross-platform tools
dilute developer lock-in


want more?

“Cross-Platform
Developer Tools 2012”
Research report by VisionMobile
Published February 2012

free download
www.CrossPlatformTools.com

Tools for gold-seekers
The developer goldrush has led to a goldrush for developer tools


App gold rush shows no sign of slow-down
with ever-growing number of apps in leading platforms

Number of apps per platform


There is an app for every need and taste
Application categories as percentage of the number of iOS apps

Source: 148Apps.biz, iTunes App Store (iOS), updated 2012-03-26


Apps is the new bubble
One million apps can’t be wrong, can they?

App developers struggle with app discovery
App stores have become a battleground for user attention
The average paid app needs about 25,000 downloads per day to reach
the top 50 in the Apple App Store or the Google Play market

Oversupply de-values apps
Very difficult to make money out of apps

Apps need to move from product innovation to marketing innovation
Just like FMCGs, apps are in a mature market now


Entire B2D market sectors emerge
Business-2-Developer: Selling tools to developers across all developer journey

application develop & market distributiion & retailing &
monetisation in-use
planning debug readiness discovery

Source: atlas.visionmobile.com - now available!


Tools for gold seekers are a gold rush by itself
Entire new market sectors are emerging

Source: atlas.visionmobile.com - now available!


Another bubble emerging

Tools for app developers will accelerate app development even more
Reduced barriers to entry
Making an app becomes easy, fast and dirt cheap

Again a non-sustainable market
Dog-eat-dog competition for developer attention

Expect convergence on a few tools, and consolidation


want more?

“Mobile Industry Atlas”
the most comprehensive
map of the mobile industry
featuring 1,700+ companies

Atlas.visionmobile.com


The Kindelization of tablets
How the Kindle has set the rules of the tablet market


How did the Kindle stand out?

100s of iPad-
clones
Kindle Fire

Two tablets took
Apple iPad
72% market share
100s of others struggle.

What‟s the magic?

Global tablet market share, source IDC


Apple & Amazon are both “metal-to-cloud” players
value proposition is content + technology + devices + retailing

digital content value chain Apple Amazon

Apps Music , Movies, Music , Movies,
TV series, ebooks TV series, ebooks
Content 18M media items
Digital content 14M media items
(mainly songs) (mainly books)
core business
App Stores / Portals Apple iTunes Amazon.com,
Distribution & App Store Amazon Appstore
Billing 200M+ credit cards Amazon MP3
140M+ credit cards on file

Wi-Fi access
Connectivity
Mobile access

core business
Software platform
iPhone, iPad, Kindle Fire
Screen iPod, Mac, Apple TV
Devices

Amazon.com,
Discovery / retailing Apple iTunes Amazon Appstore
User & App Store Amazon MP3
Customer insights

… based on asymmetric business models
But target different use cases and segments

core business complement primary use case

retailing
iPad device digital lifestyle device
content

retailing
Kindle Fire device content consumption
content

Asymmetric Different target
business models segments

Apple uses content to sell devices Target different user needs and
Amazon uses devices to sell content market segments – no direct
competition between the two


Other tablets struggle to differentiate
Without a clear use case and device-only business model

core business complement primary use case

retailing
iPad device digital lifestyle device
content

retailing
Kindle Fire device content consumption
content

Other device --- iPad look-alike

Device-only Lack of
business model differentiation

Profits from device sales only Technology-led marketing
No complement to drive device sales Forced to compete on price


What does Kindelization means to other tablets?

Generic Android tablets cannot compete with Kindle Fire
Kindle Fire competes with other Android tablets on market share, but not business model
It uses an asymmetric business model (devices drive content sales)
Kindle Fire differentiates by use case (content consumption), not technology (Android)

“Augmented tablets” are only way to differentiate in tablet market
E.g. Content led tablets (books, music, movies), note-taking tablets, presentation tablets

Generic Android tablets are forced to compete on price
Technology specs, device features or Android ecosystem alone don‟t provide substantial
competitive advantages

There is space in the market for a cost leader
A dominant maker of low-cost tablets may emerge in the longer term due to the economies of
scale and low profit margins
but the economies of scale are dominated by the iPad preventing a cost leader from emerging

Amazon: The book retail empire

Amazon is an online retailer, not a bookstore
Makes 60% of revenues from sale of non-digital goods

Leader in targeted online marketing Amazon’s core business is retail
Amazon revenues, Q1 2012
20%-30% of sales comes from recommendations **
General
Only 16% of people go to Amazon with explicit intent Merchandise
to buy something ** Electronics
Computers
(** Andreas Weingend, ex Chief Scientist at Amazon) 36% Home, Garden &
Media
Books Tools
Music 60% Grocery
Movies Health & Beauty
Digital content powerhouse Games 4% Toys, Kids & Baby
Software Clothing, Shoes
670,000 Kindle ebooks with price of $9.99 or less Jewelry
Music, movies and apps (2011) Other services
Sports & Outdoors
Automotive &
AWS, credit cards,
Industrial
other seller sites, …

Source: Amazon


Amazon expertise: Convert engagement into sales
The retailing business depends on „foot traffic‟ to Amazon properties

Recommendations

Traffic to Amazon


„Foot traffic‟ acquisition strategies
‟foot traffic‟ can be acquired by ads, affiliates, developing apps or subsidizing devices

$$$ - Search ads

Online ads
Traffic to Amazon

$$$ - Referrals

Affiliates
Traffic to Amazon

$$$ - Amazon apps

Smartphone apps
Traffic to Amazon

$$$ - Device subsidies

Subsidized devices
Traffic to Amazon

$$$ - Revenue share

OEM as affiliates? Source: VisionMobile
Traffic to Amazon


How Amazon makes money
Lifetime value of Kindle Fire buyer

Initial loss on
the hardware

But positive
margins
from year 1


Kindle is the launchpad for the Silk browser
Silk will convert OEMs into Affiliates and drive Amazon‟s consumer intel

Silk browser allows Amazon collect user click-stream and use
them to boost Amazon‟s core business
Deeper customer intelligence allows Amazon to target customers more
effectively, maximize margins, and improve customer conversion (and sales).

Silk turns the browser into Amazon's retail „shelf space‟
Silk can be used to deliver targeted Amazon ads directly within the
browser UI, saving hundreds of millions of dollars in advertising.

To expand Silk install base Amazon needs to push the browser
into more subsidized devices
A new business model will emerge where telecom is used
as a complement to online retail business.
By driving the price of telecom products down using subsidies,
Amazon can stimulate user traffic to its retail properties.


Three surprising things Amazon might do

Launch an Amazon-branded, subsidized smartphone
Attract operators with the lower data traffic requirements of the Silk browser
Will increase Amazon‟s opportunities to drive „foot traffic‟ to its retail properties

License out the Silk browser to OEMs
OEM becomes Amazon Associate by a classic affiliate marketing model
Amazon extends its reach and can drive more traffic to its retail operations
OEM gains an additional revenue stream as a broker of Amazon „foot traffic‟

Take over billing relationship for mobile data by bundling costs with content
Today costs of 3G data is bundled into the price of Kindle e-books
In the future Amazon may extend this model to other content types as part of the Amazon
Prime subscription service


want more?

“The Kindelization of Tablets”
research note published as part of the
the VisionMobile



Ecosystems battle across 4-screens
Experience roaming drives user lock-in, cross sales and engagement


Evolving meaning of convergence
From converged networks to converged devices, what‟s next?

2005 2010 2015
one bill, one device,
triple play 1,000s of apps
vision
?
focal
point network device

compete price of number
based on service of apps Source: VisionMobile


The new meaning of convergence is
experience roaming across multiple screens

experience roaming across screens

Social circle
Developer ecosystem

x
User data roaming
convergence = Service roaming
User interaction design
Industrial design
Brand



Apple is the poster child of experience roaming
Apple leads by example, by delivering a consistent experience across diverse screens

Experience roaming Across screens

Social circle Ping iPod
Apps ecosystem App Store iPhone
User data roaming MobileMe iPad
Service roaming iTunes, AirPlay Mac
User interaction design iOS Apple TV
Industrial design Apple ?
Brand Apple



It‟s no longer about smartphones
Key ecosystems are expanding across 4 screens

PC smartphone tablet smart TV

Mac computers iPhone iPad Apple TV

Chrome browser Android Android tablets Google TV

Windows, Office Windows Phone Windows 8 Xbox

Convergence in 2015 will be around ecosystems
and experience roaming across many types of devices

2005 2010 2015
one bill, one device, one ecosystem,
triple play 1,000s of apps 10s of screens
vision

focal
point network device ecosystems

compete price of number experience
based on service of apps roaming


Competition will move to experience roaming
competition will shift from number of apps to experience roaming

Mobile platform landscape will further consolidate around Apple and Google
both ecosystems are propelled by strong network effects and protected by user lock-in

Microsoft will continue its push to become the 3rd ecosystem
faces long uphill battle as it needs to win users back from Apple and Google ecosystems

Facebook will rally behind mobile web to become 4th horse
driven by the need to weaken native platforms and disintermediate native app stores

Platform competition will shift from number of apps to experience roaming
as all platforms will strive to reach users across all touch-points and devices


want more?

“Developing for TV:
Crossing the chasm
between screens”
article published in the
VisionMobile blog

visionmobile.com/blog

Accessories
The next frontier for platform differentiation


Device accessories were a $32B market in 2011

Source: ABI Research

Device accessories are the „local cloud‟
Extend utility of the device directly adding value to the platform



Span multiple categories, price points
and popularity levels

iPhone accessories ASP and popularity across categories

App enabled / Extras $113
Armbands & cases $23
Cables & docks $36
Car accessories $57
Headsets $71
Health & Fitness $96
Power $38
Speakers $267
0 1 2 3 4 5 6 7 8 9 10
products in top-202
1 Based on top-seller products listed for each category
2 Number of category products listed in overall 20 top-seller accessories

Accessories drive the platform business
the more accessories sold, the more devices are sold, and vice-versa

Apple's Device Sales & Accessories Revenue Correlation
40

35

30
Device Sales Revenue ($ B)

25

20

15

10

5

0
300 350 400 450 500 550 600 650 700 750 800

accessories Revenue ($ Mill.)

Source: VisionMobile research


Accessories are a part of iOS economics
Accessories create user lock-in, differentiation and revenues for Apple

developers
media s/w publishers
buyers content retailers
$2B internet players

$$$

$110B $8B
users and data plans
(indirect)

subsidies
$38B
accessory
operators iOS platform manufacturers
$90B on devices
premium
product $0.2B on Apple-made accessories
experience $2.8B on apps
$5.4B on music & video
RED = core business
Figures are 2011 revenue estimates


Accessories = the next frontier of platform differentiation

Accessories drive the platform business
Accessories drive sales of mobile devices and vice-versa due to networks
effects – similar to the network effects created by apps

Accessories create user lock-in
Apple and Google can achieve strong lock-in effects due to the user
investment in accessories that are incompatible with competing platforms

Accessories create differentiation for platform owners
Apple has created a strong ecosystem of manufacturers around their
proprietary 30-pin interface for iPhone, iPod and iPad devices.


Reinventing the telco
Unbundling the telco to compete in the software era


Traditional telco – an all-in-one business from the 90‟s
designed around tight vertical integration and rigid, inflexible processes

large scale
99,999% reliability 2 Optimised for
reliable delivery of
few connectivity
services at large
scale

1 Distribution and retail
Telephony
Messaging
Designed as a Billing
connectivity User identity
business with high
Authentication
CAPEX and OPEX
Consumer intelligence
3
take-all-or-nothing: services are Source: VisionMobile
tightly coupled to the network

… but the basis of competition in mobile has changed
from reliable delivery of a few services to flexibility and customization

2000’s today
reliable delivery choice, flexibility,
of few services personalization
basis of
competition

apps/ 4 apps 600,000+ apps
use cases (voice, text, contacts, camera) (app store and web browser)

telco network coverage, price
differentiation speed (commodity)

key control point network app store

Alternatives emerged due to need for flexibility
Lack of agility due to vertical integration of telcos spawned alternatives

Operator asset OTT alternatives
Distribution and retail Apple physical retail stores and digital App Store
Telephony Skype, Viber, TalkBox, Tango
Messaging Whatsapp, KakaoTalk, iMessage, Samsung ChatOn
Billing and settlement iTunes, Google Wallet, FB credits, Amazon 1-Click

User identity & profile Facebook, Google, Apple ID
Termination Available on modern smartphone platforms
Consumer intelligence Distimo, Flurry, AppAnnie

Lack of telco innovation on key assets like voice or SIM in the last decade


How can telcos compete in the new economics?
Telcos are essentially 3 businesses in one

Digital: SMS, portals, app store
Voice: CSR, voicemail
Physical: PoS, resellers, print/TV
Distribution business OTT: app/service inventory
Consumer intelligence

Telephony
Messaging
Billing
Services business User identity
Termination

Ubiquitous data connectivity

Connectivity business



Unbundling is the only way to avoid commoditisation
Expose 3 layers within telco business:

- Deliver user targeting
- Deliver customer intelligence

Distribution business

- Expose voice, authentication, etc
to developers
- Expand beyond regional service
boundaries (e.g. with VoIP)
Services business - Build on network effects by
launching social tariffs

- Price differentiate through
device wholesale deals
Connectivity business - Price differentiate
by bandwidth



Telco need new KPIs and tools to compete in OTT era
Measure of success for telco OTT initiatives needs to be user- and revenue cross-over

KPI: ARPU KPI: user reach - VoIP
- Connectivity - Social
- Voice/text - API
- Distribution Core business OTT businesses - New services

Measure of success should be
revenue cross-over and user acquisition

Use different KPIs 3-month P&L (core) vs 12-month user reach (OTT)
Internalise software design of control points user ID, billing, call control, QoS
Practice agile product development as opposed to waterfall in core business
Staff with 50% software DNA 50/50 split between telco and internet DNA
New economic tools for evaluating ROI discovery-based planning

want more?

“Mobile Innovation Economics”
strategy workshop on the clash of
telco and Internet business models
visionmobile.com/product/mobile-
innovation-economics/


The future of voice
From telephony to a diversity of voice use cases


The changing nature of voice communications
The choices and types of voice communications are multiplying

2000‟s today

single use case diverse use cases

any device to any device
dial a phone number, voice transcription
talk, hang-up voice messaging
group calling
push-to-talk
user-ID to User-ID
machine-to-user
web-to-phone
anonymous calling
… and more

Unlocking voice from the confines of telephony
by questioning assumptions of the century-old technology

Components of a
Telco approach OTT approach
voice session
any device to
Session scope phone-to-phone
any device

Initiation phone device web service or mobile app

Termination phone number phone number or username

Transport private network public network

Network
hierarchical distributed and peer-to-peer
Architecture



The emergence of voice-second devices
and expansion of voice to apps and APIs

voice is blended into
feature phones smartphones
web and devices

voice = phone voice = app voice = API



Voice as a killer API for mashups
All-time top API for mashups


Voice API mashups blend voice into new use cases
ifttt.com allows creation of API mashups without coding
ifttt.com users created over 450 recipes mashing up
phone calls with a host of Internet services:

Source: IFTTT Copyright VisionMobile 2012

Key takeaways

Telephony has overshot customer needs
It can no longer be improved in a way that is meaningful to customers - the basis of competition will shift
from quality and reliability to flexibility of communication in multitude of use cases beyond telephony.
Users will evaluate services based on the breadth of use cases available, not on traditional quality
metrics.

Internet telephony is low-end disruption to the telco business model
Less demanding customers accept lower quality for a lower price, often free

The reinvention of voice enables new markets
Century-old assumptions of telephony are challenged and voice will be reinvented as new applications
that are no longer recognizable as phone calls

Unbundling of voice is inevitable
The post-disruption value system will unbundle voice from the network on which it travels to unleash
innovation of voice use cases and applications.


want more?

“The Future of Voice”
research note published as part of the
the VisionMobile



get in touch
Knowledge. Passion. Innovation.

andreas@visionmobile.com
@andreascon
Andreas Constantinou | Managing Director | +44 2033 844 163

Updated: 12 November 2010


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