Staring into the abyss. Why Retaking Control over Service Innovation is Essential for Telcos'...
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Staring into the Abyss
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Presentation given at the Opencloud Customer Forum. Review why Telcos must re-take control of service innovation from the brown-nosed middle managers of their strategic suppliers. Focus on customers and services. Embed telecom services everywhere and do more value added services. But it requires cultural change from the litany of excuses stifling innovation and a focus on telecom application developers.
Transcript of Staring into the abyss. Why Retaking Control over Service Innovation is Essential for Telcos'...
Staring into the Abyss
$$$?
ISP
OTT VoIP to cost telcos $479b to 2020.
— Ovum
Now buy our reports and bespoke research – even though
we’ve never worked in a telco or supplier, we know your
business better than you! — Consultants and Analysts
Reports of declining SMS revenue are wrong;
annual revenue will exceed 2010 levels until
2017. — Portio Research
We’re in a very fortunate position, our customers
are addicted to the internet, they keep using
more and more. — Alan Quayle
>50%
70%
1900%
But isn’t KakaoTalk killing SKT?
The Brain Handles Positive and Negative Information in Differently
“The brain handles positive and negative information in different hemispheres. Negative emotions generally involve more thinking, and the information is processed more thoroughly than positive ones.” said Professor Nass, Stanford University
KakaoTalk ChatON MyPeople Naver LINE
Free text yes yes yes yes
Free call yes no yes yes
Voice message yes yes yes yes
Send picture yes yes yes yes
Send video yes yes yes yes
Send… Contact Contact, animation message, calendar, document, location
Contact, cloud, location
Contact, location
Stickers and emoticons
Basic ones for free, everything else additional charges
free free Basic ones for free, everything else additional charges
Popup message ? yes yes yes
Language support 12 languages 60 languages Korean, English 9 languages
Available for
Android, iOS, Windows Phone, Bada OS, BlackBerry, PC (June ’13)
Android, iOS, Windows Phone, Bada OS, BlackBerry, web page
Android, iOS, and PC Android, iOS, Windows Phone, BlackBerry, PC
Special features
•Create your own theme for iPhone and Android •Plus friend (content from your favorite Kpop band)
•Animated messages (scribble) •Choose bubble styles •Broadcast •Shake it to connect
•Bot friend •Send music
© 2013 Alan Quayle Business and Service Development
29
How Operators Feel
© 2013 Alan Quayle Business and Service Development
30
How Operators Act
MBA BS!
Partnership?
Partnership?
Losers!
Wholesale? This is Retail!
Customers Direct
Relationship
This is also Retail Customer Relationship = Survival
Fixed Voice
($325B)
Mobile Voice
($615B)
Fixed Data
($275B)
Mobile Data
($275B)
Regulated Services($1.5T)
Un-regulated Services($650B)-5 to -7%
5.5 to 9%
3 to 4%
0 to 2%
0-2%
Total Telecoms Services($2.15T)
3-6%
+ =
Over the Top Messaging hits SMS growth
Mobile substitution of fixed broadband with LTE
OTT substitution, saturation, competition
Mobile and OTT substitution
Sources: operator averages across developed and developing markets, supplier estimates, Alan Quayle
1-3.3%
Threats to Revenue
Brown-Nosed Middle
Manager!
Market Chatter is Monopolized
Mobile Everything,
WebRTC
Customers
Services
Fixed Voice
($325B)
Mobile Voice
($615B)
Fixed Data
($275B)
Mobile Data
($275B)
Regulated Services($1.5T)
Un-regulated Services($650B)-5 to -7%
5.5 to 9%
3 to 4%
0 to 2%
0-2%
Total Telecoms Services($2.15T)
3-6%
+ =
Over the Top Messaging hits SMS growth
Mobile substitution of fixed broadband with LTE
OTT substitution, saturation, competition
Mobile and OTT substitution
Sources: operator averages across developed and developing markets, supplier estimates, Alan Quayle
1-3.3%
Threats to Revenue
There’s just 2 things we need to focus on
Make Telecoms an Essential Spice for every Business Recipe
Do more VAS!
This is Nature. Crawl, Walk, Run!
Not, Create some PowerPoint & Go Big Game Hunting.
No. We tried a similar service in our market
and it failed, and we’re never ever going to try
again
What do you think of this service idea?
No. It will not work in our market. Because I’m a 50 year old guy
who understands all my customers better than they know themselves.
What do you think of this service idea?
No. A feature of your service overlaps with an
existing.
What do you think of this service idea?
No. We have a similar service launched, and
are not going to experiment in trying to
make it better or address other customer
segments.
What do you think of this service idea?
No. Our network can not support such as service, even though
such services are going over the top today.
What do you think of this service idea?
No. It looks a bit like Joyn, which we’re not
sure about, but because it looks a bit like
something we may do in the future we’re not
going to do it.
What do you think of this service idea?
No. It must work across all devices, even though most devices will never
use it.
What do you think of this service idea?
No. We need additional (random) features
included before we could consider it.
What do you think of this service idea?
No. It must work on IMS (even though it
doesn’t need to).
What do you think of this service idea?
No. It must work across all our customers from day one, even though most will never use it.
What do you think of this service idea?
No. It must conform to our process and design norms. But we’re not going to tell you what
they are, and you’ll have to build them in
on your dime.
What do you think of this service idea?
No. It must integrate with all our existing
platforms, even though it can work fine in the current configuration.
What do you think of this service idea?
No. It must be delivered through our preferred
SI or NEP, who will copy / kill the service
immediately.
What do you think of this service idea?
No. You must work through our app store / portal, which we’re in the process of closing.
What do you think of this service idea?
No. We can only focus on 4 service launches
per year. We only back major successes like
Video Telephony, Mobile TV, Push To Talk,
See What I See…
What do you think of this service idea?
No. We just don’t have the bandwidth, to do
our job.
What do you think of this service idea?
No. We have a network lock-down as we launch
LTE so cannot do anything for the next 6-
9 month.
What do you think of this service idea?
No. Bob has left the business and we’re
waiting on his replacement, who
never comes.
What do you think of this service idea?
No. We’re waiting on annual budgets to be
confirmed, sometime in the next 6-12 months.
What do you think of this service idea?
No. We’re re-organizing again this year.
What do you think of this service idea?
No. Someone in the organization doesn’t
like such services.
What do you think of this service idea?
No. That cannot be implemented without
changing our IN / product catalog / CRM /
billing / network.
What do you think of this service idea?
No. We cannot bill / sell services under $5 per
month.
What do you think of this service idea?
No. We have a backlog of 24 months on billing updates, even though
the service doesn’t need to be in that
pipeline.
What do you think of this service idea?
No. You must work through our innovation group who we all hate and ignore as they’re
parasites on our business.
What do you think of this service idea?
No. You must talk with Bob who will then pass
you to Bill, who will then pass you to Mary, who will then pass you to Paul, who will then pass you back to Bob.
What do you think of this service idea?
Telecom Application Developer Ecosystem R
eve
nu
e
Product
Internal Telco Developers
Partner Developers
Telecom App Developers
Mobile App Developers
Long Tail Developers
www.tadsummit.com
