Page1 Best Of Wireless – 26/11/03 Network services for developing the future Best Of Wireless –...

Best Of Wireless – 26/11/03

Network services for developing the Network services for developing the futurefuture

Best Of Wireless – 26/11

B. Lemaire


AgendaAgenda

Belgacom Mobile – The Company

A changing market, and the Proximus approach From infotainment to any business


Who is Proximus ?Who is Proximus ?

25%75%


Sport

Adressbook

Account queries

IVR

News

Media conversion

Unified messaging

e-mail

Voice mail

Time tables

Workgroupcoordination

Payments

Banking

Traffic information

Stock quotes

Positioning

Dispatching

Fax

Ticketing

Gambling

Calender

Gaming

Internet access

Reminders

Weather Forecasts

File transfer

Proximus VisionProximus Vision

My mobile, my personal assistant, always, everywhere


AgendaAgenda

Belgacom Mobile – The Company

A changing market, and the Proximus approach

From infotainment to any business


Telco/ Network Operator

Telco/ Network Operator

User

User

VoiceVoice

DevicesDevicesInfrastructureInfrastructure

2G - Yesterday

Solutionsproviderbusiness

Value network

Applications and Services

Backbone Provider

Content Provider

DevicesInfrastructure

Enterprise

User Retailer

Voice, Data, Mobile Multi Media, M-Commerce, Information Services, ...

Service Provider

Application Service

Provider Access Provider

3G - Tomorrow

Delivering rich 3G service portfolios require a multitude of players. Mobile operators will only be one of these players, having to deal with business models in complex partnerships and two broad sets of customers: - end-users: retail (B2C, B2B) - service/application/content providers: wholesale (B2B2B, B2B2C)

Mobile World evolving from simple to complexMobile World evolving from simple to complex


Approaching customers under different modelsApproaching customers under different models

BEARER SERVICES LAYER(Core network business)

CONTENT PROVIDERS

CONTENT AGGREG.

Proximus

Other Player

NETWORK SERVICES LAYER(Commercial access proposition)

PROXIMUS PORTAL

MDG

Content Providers ISP ASP

PROXIMUS OFFER

B2BRES

Partners who develop and provide applications/services that run on the Proximus

network

CUSTOMERSConsumers / Business

NETWORK SERVICES OFFER


Data development are one of the axes that will support the revenue growth of any operator Business models are key to encourage merchants to develop & offer a large portfolio of

goods & services Access for customers to those goods & services should be secure & easy to use

Proximus needs to play an active role in developing data services The network services are a natural extension of Proximus existing business:

capacity to manage a large customer base (4.2 Mio active customers) ability to handle massive numbers of small transactions capability to bill and collect payments, to control access and spending and to prevent

fraud telecom business is secure (both network & devices)

Part of our future growth depends mobile data servicesPart of our future growth depends mobile data services


Proximus Value added Network&Services Goals Proximus Value added Network&Services Goals

• Revenue share business model• Customer support• Operational excellence• Commercial support

Business Partners

Content Providers ISP ASP

SMSCLocation informationMMSCBillingCustomer servicesNetwork and customer baseMobile operator


Third parties : SMS wholesaleThird parties : SMS wholesale

Proximus

Mobistar

Base

3rd party

Content Provider

Content Provider

Content Provider

Content Provider

SMS-C

SMS-C

SMS-C

Connection through :- Leased line- Bilan- IP

Technical configuration

And MMS or Location information…


And today, roles and responsibilities…And today, roles and responsibilities…

Operator Third party Content provider

ProximusMobistar

Base

e.g.: Paratel, Netsize, Mcube, TMSC, Mobile Way,

Telitas, Wap MX, GSM Online, K-Mobile, Jippii

e.g.: RTL, VTM, VT4Wilsto

De Persgroep, Etri…

• Short code

• Billing

• Network

• Support to 3rd party & content provider

• End-User Support

• Gateway

• Coordination with mobile operators

• Application provider

• Customer service (opt-in/opt-out…)

• Content offer

• Applications

• Marketing push

Roles & Responsibilities


The Value ChainThe Value Chain

Application Provider

GatewayContentCreator

Content Provider

Merchant Operator End-user

EtriReutersDigital FunVTMVT4Jim TVVUM...

EtriDigital FunKiweeKMIVTMJim TVVUMRendez-vous.be...

Ring RingCodepartnersZoydNE Way...

EtriDigital FunKiweeKMITMFDe StandaardRendez-vous.be...

TelitasGoldenbytesNetsizeRing RingParatelMCube

ProximusMobistarBase


AgendaAgenda

Belgacom Mobile – The Company A changing market, and the Proximus approach

From entertainment to integration in all business


From Entertainment…From Entertainment…

Existing business has started with mainly infotainment: Logo’s and tones TV interaction

This area of business continues to develop through more sophisticated applications:

Java gaming Music download Increased interactivity MMS wall papers …

The infotainment market is evolving from simple 160 characters messaging to sophisticated applications as the handset market enables this type of applications.


Responding to 3 Business customers needs :

improve productivity

control cost

generate revenues

A customised approach

With partners to deliver end-to-end solutions

Proximus mobile business solutionsProximus mobile business solutions


……To integration in all businessTo integration in all business

Business outside the entertainment are now more and more entering the use of mobile device as development area:

Inclusion in distribution channel/process (i.e. use of sms for sales from a distance)

Mobile becomes just another media in the marketing mix (i.e. mobile advertising)

CRM tool (i.e. contacting the customer for confirming reservations to a seminar)

…

Why? Penetration rates Customer intimacy Efficiency compared to other media


93% 97% 96%88%

78%67%

38%

82%93%

0%

20%

40%

60%

80%

100%

12_14 15_17 18_24 25_34 35_44 45_54 55_64 65+ 15+

SMS users

Basis: GSM-users in Belgium

The penetration of SMS is such that it covers an extremely substantial part of the Belgian population.

Why? - Why? - Penetration rates SMSPenetration rates SMS


Why? - Why? - Penetration rates SMSPenetration rates SMS

Awareness televoting

9%

91%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

total

Yes No

Awareness downloading ringtones

14%

86%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

total

Yes No

Awareness requesting info through SMS

13%

87%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

total

Yes No

(N=400 Px customers; 200 postpaid, 200 prepaid)

Awareness downloading new logos

22%

78%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

total

Yes No


Why? – Customer intimacyWhy? – Customer intimacy

A mobile phone gives access directly to the user In addition it is a personal object

It is therefore a dream tool for any marketer, as it enables a direct personal contact with the consumer.

Therefore it is also a tool to handle with care as wrong use will create more rejection than adherence:

E-mail was also considered as a dream tool , however spamming lead to customer rejection

Avoiding the e-mail spamming phenomena will only be achieved by remaining close to the consumer and the respect of the applicable laws:

opt-in, opt-out, clear and simple procedures, fair trade practices …


Why? Efficiency compared to other mediaWhy? Efficiency compared to other media

Push campaign One off Pull Continued dialogue

Action E-mail marketing action

Retail promotion Loyalty scheme

Compared to Targeted e-mail mailing

Free-phone response No comparable tool

Example Push SMS to promote event, call to action,…

Contest on FMCG product wrapping

Regular SMS dialogue with customer (announcement, propositions)

Comment Cost per thousand: 107 compared to 170 with e-mail

- Cost comparable (€125)

- High response rates of 13%

- Cost per thousand €111

- High level of interaction

Mobile marketing (in this case SMS), showed a high efficiency both on cost and response rate.

Source: Forrester research – the marketeer guide to sms


INFORMATIONSERVICES

From:Take-away

Weekend promo, 2 for the price of 1

Call 906 123 456 toPurchase now.

From: Find a friend

Time: 09:45, Nov 4, 2002

Further evolutionFurther evolution

SMS continues to develop itself strongly as it did over the past three years. MMS and Location will follow the same trend, while offering increased potentials

thanks to its multi-media capabilities. Proximus will support actively the development of MMS like we did for SMS. As

of the moment that: There will be increased penetration Interoperability will be there The market will come to a technical maturity

MMS will definitely be a killer application.

MMS EXAMPLES:

.


ConclusionConclusion

As part of their strategy, Proximus has facilitated the use of SMS by third parties

This has translated itself into first inclusion of the mobile device into entertainment sector through things like logo’s, ring tones, and TV interactivity with as main driver the generation of revenues

More and more mobile is included in non entertainment business. Because mobile :

Have extremely high penetration rates Gives access to the customer like never before Is extremely efficient in reaching the consumer

SMS, MMS and LBS provide enhanced possibilities that enlarge the tools that are available to support the business of any company in search of developing his activities.


THANK YOU!THANK YOU!

Boris LemaireBelgacom MobileBMD – Marketing – Network ServicesMarket Manager Network [email protected]+32.2.205.41.24.

Page1 Best Of Wireless – 26/11/03 Network services for developing the future Best Of Wireless –...

Documents

Transcript of Page1 Best Of Wireless – 26/11/03 Network services for developing the future Best Of Wireless –...