device creation abhijit kabra accenture
TRANSCRIPT
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Copyright 2009 Accenture All Rights Reserved.
Unleashing the power of 4G and Open
development to accelerate growth in theSmartphone industry
Symbian Exposition and Exchange
October 2009
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Agenda
Introduction
Copyright 2009 Accenture All Rights Reserved. 2
Smartphone industry trends
Opportunities, Risks and Challenges
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Network(s)
The Smartphone industry has started adoptingconsumer experience centric bundles which can
deliver simple yet compelling and engagingexperience
UserControl
ServiceBundle
Copyright 2009 Accenture All Rights Reserved. 3
(Infrastructure,Processes, Databank& Analytics)
Source: Accenture POV on customer experience centricity
Customerexperience
Devices
Content /Services
Cloud
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Advancements and trends in Networks, Software and
Hardware will continue to fuel adoption of businessdriven by consumer centric experiences
Value Driver
Time
Collaborative Rich UE
Copyright 2009 Accenture All Rights Reserved. 4
Networks Software Devices Hardware
Verge ofCommoditization
Open Centric
2G
2.5G
3G
3.75G3.5G
Closed
Semi-Open
Open
Voice and TextCentric
MultimediaCentric
ConvergenceCentric
Commoditized
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Future evolution of super-bundles
As strong bundles appear, the evolution will
lead to increasing connection of bundles witheach other to form federations
Federationsof
bundlesEco systembundles
A le
Copyright 2009 Accenture All Rights Reserved. 5Source: Accenture POV on customer experience centric bundles
ServicesDevices
1. Technologicalattributes
2. Design
3. Services
1. Customer
experience
2. Design
3. Technologicalattributes
1. Technologicalattributes
2. Design
Maps
NewsStocks
Video Google
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4G will drive the network trends,creating new business levers for theSmartphone industry
High Data Speed
High Quality ofService
Manage data speeds
of 50+ mbps
Optimized for betterpower management
Subscription upgrades
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Key Connectivity Needs Implications of 4G Key Business Drivers
Maximum Coverage
Seamless mobilityacross RadioTechnologies
Securedconnection, content& context
Lower price forconnectivity
Enable creation andconsumption of HDcontent
Provide inbuilt video
chat and conferencingfeatures
Increase in data ARPU
Increase in VAS sales
Provide advancedcollaboration socialnetworking for
enterprise users
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Collaborative Open will drive the software
development trends, creating new businesslevers for the Smartphone industry
Innovative features and
Differentiate throughUser experience, Form
factor and Innovativefeatures
Feature rich andoptimized platform
Creation and deliveryof wow user
Copyright 2009 Accenture All Rights Reserved. 7
Key Connectivity Needs Implications ofCollaborative Open
Key Business Drivers
Reduced cost and higherquality of software
Higher sale of Content,Applications and Service
Provide and promote
Application Stores tosell content,applications andweb2.0 services
Manage and leverage
collaborative softwaredevelopment
Share rewards withthe community
experience
Creation, distribution& consumption of HD
content, coolapplications & e2eservices
Lower complexity andcost of software R&D
Very high quality
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Different hardware trends will drive delivery of
compelling consumer experience, creating newbusiness levers for the Smartphone industry
Hype Cycle for Mobile Device Technologies, 2009
Expectations
Solar Power
High Performance
Multicore Application
Processors
Bluetooth 3.0
Pico ProjectorsWireless Power
Multitouch
Magnetometer
Advanced Mobile BrowsersNFC
Software-Defined Radio
Cool form factors,design and low-costpersonalized styling
Copyright 2009 Accenture All Rights Reserved. 8
Hardware Trends Key Business Drivers
TechnologyTrigger
Peak ofInflated
Expectations
Trough ofDisillusionment
Slope ofEnlightenment
Plateau ofProductivity
As of July 2009
Source: Gartner (July 2009)
Years to mainstream adoption:
Less than 2 years 2 to 5 years 5 to 10 years More than 10 years Obsolete before plateaux
Time
Photonic Crystal Displays
MEMs Displays
Mobile Transphones
Dual Noise CancellationDual Mode Phones
AMOLED
GPS
HapticsBluetooth Low-
Energy Wireless
Technology
SmartphoneHypervisors
Mobile Devices
Camera-Based Gesture Recognition
Bar Code Reader
Device refresh
vance capa es,
features andapplications
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The new trends will drive growth in theSmartphone industry contributing 42.3%of the revenues by 2013
Increase in data ARPU
Subscription upgrades
Increase in VAS sales
Innovative features and rich
Revenues by new trends will grow at aCAGR of 18.4% between 2009-2013
250 100
Netw
orks
Copyright 2009 Accenture All Rights Reserved. 9
Higher sale of Content,Applications and Service
Reduced cost and higherquality of software
Device refresh
Cool form factors, design andlow-cost personalized styling
Advanced capabilities, features& applications
Source: Gartner and Accenture Research
73.9
112.5
157.8
220.4
1.98.2
21.1
42.3
0
50
100
150
200
2010 2011 2012 2013
0
20
40
60
80
Revenues ($bn) New Trends Share (%)Hardware
Softwar
e
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Key recommendations for theplayers in Smartphone value chain
Creation of adaptive software & services which learns and adapts to user
preferences Inbuilt features to collect and factor direct consumer feedback
Consider factoring the evolving form factors of Smartphones to MIDs and have aroadmap to seamlessly migrate into the HD era
Content,Apps,
Services
ConsumerCentricBundles
Develop end-to-end bundling strategy with 4G as the pipe to create and deliverdifferentiated services at premium
Key differentiators: User Experience, cost, form factor, device quality Consider creation of innovative sales and distribution with 4G operators and gain
on possible early movers advantage
Creation of end-to-end platform with HD content, high speed data and effective
power management at the device-end
Consider identifying and partnering with platform vendors who bring end-to-endcapability, supports open development and have integrated multi modal radios
Operating System
Middleware
App Enablers
ValueChain
10
Semicon
Platform
Device
Connectivity
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Conclusions
4G and Collaborative Open software development impact all the players in the value
chain To stay competitive and have a winning edge the Industry needs to equally focus and
thrive on - Business, Technology and Operational excellence
Players in the value chain must play on their strengths and aggressively build alliance
Copyright 2009 Accenture All Rights Reserved. 11
w par ners w o r ng comp emen ary capa es
New trends will result in
New devices delivering rich user experience
Higher focus on consumer centric bundling / federations
New business, technology and operational challenges
The journey to high performance in the new era will
be challenging but also more rewarding