crni 2013, brussels - frank berkers, pieter nooren and menno bangma
DESCRIPTION
Analysing the dynamics in the converging Digital Ecosystem Digital Asset Mapping of Interdepencies in Actor Networks (DAMIAN) VoIP and managed mobile telephony services. CRNI 2013, Brussels - Frank Berkers, Pieter Nooren and Menno Bangma. service aggregator. mobile telephony provider. - PowerPoint PPT PresentationTRANSCRIPT
Analysing the dynamics in the converging Digital EcosystemDigital Asset Mapping of Interdepencies in Actor Networks (DAMIAN)
VoIP and managed mobile telephony services
CRNI 2013, Brussels - Frank Berkers, Pieter Nooren and Menno Bangma
2
Analysing DynamicsCRNI 2013 - Frank Berkers
assets
Skype
AppleVodafone
companies
consumption
retail services
OTT VoIPmobile voice
distribution
aggregation
service prov.
navigation
Regulation
retail markets
voice services
Internet access
device maker
mobile telephony providerISP
OTT VoIP provider
service aggregator
roles
Analysing DynamicsCRNI 2013 - Frank Berkers
3
2009
: Sky
pe re
lease
s app
for i
Phone
3G ve
rsion
bloc
ked
2010
: 3G ve
rsion
allo
wed
Forb
idden
by m
obile
ope
rato
rs in
term
s of u
se
2011
: Net
neu
trality
in D
utch
Telec
oms l
aw
2013
: pro
posa
l for E
urop
ean
regu
lation
Analysing DynamicsCRNI 2013 - Frank Berkers
4
Production
Rights
Aggregation
Application specific
functions
National/ International IP Network
Global CDN
Inte
rnet
Exc
hang
e
man
aged
Bes
t Effo
rt IP
Set-Top Box
Portal
App
TV
Tablet
Smartphone
PCHom
e N
etw
ork
CDN
Website
Content creationContent aggregation
Service provision
Distribution Navigation ConsumptionService aggregation
Global Cloud
Cloud
Dedicated device
AggregationService
Application specific
functions
Consumptionconsumptiondistributioncontent creation
navigationserviceprov.
content aggr.
serviceaggr.
Analysing DynamicsCRNI 2013 - Frank Berkers
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brand
customer profiles
customer relationbilling relation
mobile voice network
mobile data networkpeering relations
global interconnection
dedicated 112 routing
QoS control
customer base
brand
customer profiles
customer relation
customer base
app
app store
device & OS
brand
customer profiles
customer relation
billing relation
customer base
proprietary naming scheme
standard phone numbers
Analysing DynamicsCRNI 2013 - Frank Berkers
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Value of the service for the end-user
Find & Obtain
Experience
Function & Content
Enable & Connect“Is it accessible and available?”• mobile network, CDN• smartphone, OS
“How to find and obtain it?”• search engine, EPG, app store• customer relation, billing, user profiles
“What do I get?”• content, quality, formats• search algorithm, large user groups
“How well does it work?”• apps, OS on smartphone• complete environment• home network integration
Own Others Own Others4 Experience 2 1 3 0
3 Product/Content 3 0 3 02 Find/Obtain 3 0 1 3
1 Enable/Connect 2 1 0 310 2 7 6
Skype Skype voiceVodafone Mgd Voice
Analysing DynamicsCRNI 2013 - Frank Berkers
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none many
# alternativesavailability
completely open
closed
opennessaccessibility to others
2
1
Open
Fair Use
FRAND
Commercieel/Exclusief
Closed
Own use only
High Entry barriers
Low entry bariers
Few alternatives (1-2)
Many alternatives
Few alternatives (1-2)
Many alternatives
No alternatives High switching/Installation Costs
Low switching/installation costs
Availability of alternatives
Leve
l of o
penn
ess
3
2
1
34
56
2
57
1
2
3
4
5
6
influence dependency
dependency offset by good supply of alternatives
no influence
commercially dependent
dependent together with other actors
as good as independent
dependency risk
Own use only
little influence
controlling influence
Market player influence
Influence potential
dealbreaker
7
dealbreaker influence
N/A
1
2
3
4
5
6
7
Asset Influence / Service Dependency
Analysing DynamicsCRNI 2013 - Frank Berkers
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Influence Dependency
1 No 0 0 6 Dealbreaker 0 02 Little 3 1 5 Commercially 0 3
3 Potential 0 0 4 With other actors 0 04 Market Player 0 0 3 Risk 0 0
5 Controlling 0 1 2 Offset by good supply 0 26 Dealbreaking 0 0 1 As good as independent 0 1
7 Own Use Only 7 0 7 N/A 7 0
10 2 7 6
Vodafone Mgd VoiceInfluence Dependency
Skype Skype voice
Vodafone Skype All serviceson Skype Vodafone Apple
6 Dealbreaker 0 0 05 Commercially 0 0 4
4 With other actors 0 0 03 Risk 0 0 0
2 Offset by good supply 0 1 11 As good as independent 0 1 0
7 N/A 0 0 0
0 2 5
Reciprocity
Analysing DynamicsCRNI 2013 - Frank Berkers
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Vodafone Skype All serviceson Skype Vodafone Apple
6 Dealbreaker 0 0 05 Commercially 0 0 4
4 With other actors 0 0 03 Risk 0 0 0
2 Offset by good supply 0 1 11 As good as independent 0 1 0
7 N/A 0 0 0
0 2 5
What if…? Net neutrality is dropped
Analysing DynamicsCRNI 2013 - Frank Berkers
10
Vodafone Skype All serviceson Skype Vodafone Apple
6 Dealbreaker 0 1 05 Commercially 0 0 4
4 With other actors 0 0 03 Risk 0 0 0
2 Offset by good supply 0 1 11 As good as independent 0 0 0
7 N/A 0 0 0
0 2 5
Analysing DynamicsCRNI 2013 - Frank Berkers
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ConclusionsCase
Similar services, yet totally different User Value profiles
Coopetition
Balanced reciprocity, enabled by regulation
Third controller
MethodologyIllustrates effects of regulation (technology, strategy) on reciprocity
Co-developed and adopted by industry and regulators
Other cases: search neutrality, HbbTV, Interop, NL-alert, Flash
Neutral
Networked
Scoping and instance/types
Technical / regulatory knowledge required
Extensions, improvements
Thank you!
Any Questions?
Frank [email protected]