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Innovation in Mobile: Operator Strategies and Successes
Emeka Obiodu
Senior Analyst, Telco Strategy
+44 20 7551 [email protected]
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Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.2
Agenda
Introduction
Carrier Innovation strategy: what does it mean?
About the scope of innovation
About what is needed for innovation
About the benefits of innovation
About how to go about innovation
Ovums Mobile Services Innovation Radar
US carriers
International carriers
Conclusion
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WHAT DOES INNOVATIONMEAN TO WIRELESS
CARRIERS?
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Four insights from Carrier Innovation strategy
Insight 1 The scope of innovation is broad
Insight 2 Innovation should leverage core competence
Insight 3 The benefits of innovation are varied
Insight 4 The supremacy of collaborative innovation
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INSIGHT 1:THE SCOPE OF
INNOVATION IS BROAD
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Innovation as a Broad Spectrum Approach
Operations
Organizational
Design
Business
Models
Networks,
Technology,
Infrastructure
Products
& Services
Marketing
Innovation in wireless carriers can happen in several places
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INSIGHT 2 :INNOVATION SHOULD
LEVERAGE CORE
COMPETENCE
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Views from the sages
vs
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Innovation in Products & Services
Product
Development
DiversificationMarket
Development
Market
Penetration
NewExisting
New
E
xisting
Markets
Products
Its all about core competency. But should a carrier move beyond this?
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INSIGHT 3:THE BENEFITS OF
INNOVATION ARE VARIED
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Benefits of Innovation
Create new revenues
Improve margins
Nullify rivals competitive moves
Improve loyalty / Reduce churn
Defend market position
As an alternative to advertising
Improve customer lifetime value
Corporate social responsibility
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Evidence from the Innovation Radar H1 2010
Leadership Potential
Goodwill PotentialDefense Potential
Growth Potential
UniqueMe too
N
iche
MassMarket
Italy: Telecom Italias
Line@Medica Diabete service
Global: Vodafones security
solution from F-Secure
USA: Verizon Wireless
Backup Assistant
Norway: Telenors WiMP music service
Malaysia: Maxis
mobile jukebox
India: Reliance to offer cartoon comics
Nigeria: Starcomms
StarTrack location service
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What the categories mean
Strategic benefit Description % of H1 2010service launches
Leadership
Potential
Services that are unique in their domestic
market, and that have a strong possibility of
becoming mass market products.
66%
Growth
Potential
Services that are me too in their domestic
market, but that still have the potential to
become mass market services.
15%
Branding
Potential
Services that are unique in the market. However,
they are only suitable for a niche marketsegment.
15%
Defensive
Potential
Services that are me too in their domestic
market, and are aimed at a small, niche market.
4%
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INSIGHT 4:THE SUPREMACY OF
COLLABORATIVE
INNOVATION
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Collaborative, Open Innovation
Suppliers
Substitutes
New
Entrants
Customers
Rivals
Complementers
e.g App
developers
Collaborate with every stakeholder within the ecosystem even those
outside Porters 5 forces
The forces
facing Carriers
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Examples from OvumsMobile Services
Innovation Radar
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Examples from the Radar AT&T USA
Oct-09 Consumer Personalisation AT&T is to launch its UpperClass mobile application for colleges and universities
that extends the college experience to students mobile devices.
Nov-09 Consumer Location based
services
AT&T is to partner with Rave Mobile Safety, to provide location-based
safety services (Rave Guardian) to mobile subscribers at higher education
institutions throughout the United States.
Rave
Mobile
Safety
Jan-10 Consumer Mobile Voice AT&T is to introduce noise suppression technology into its custom-specified
handsets from early 2010. Audience
Mar-10 Consumer Mobile Music AT&T launched a new music service that combines all of the key mobile music
services into one AT&T application.
Mar-10 Enterprise Application
Store/Portal
AT&T has revamped its online Small Business Mobile Application Recommender
Tool (SMART).
Jul-10 Enterprise Mobile Money AT&T has partnered with Apriva to deliver new payment solutions AprivaPayTM
and AprivaPay Professional.
Apriva
Aug-10 Consumer Mobile TV/Video AT&T has launched a U-Verse mobile app which gives U-verse subscribers the
ability to download and watch popular TV content on their iPhone.
Apple
Dec-10 Consumer Mobile Voice AT&T has launched a video relay service app for iPhone 4 which will enable deaf
and hard of hearing customers to make VRS calls.
Apple
Jan-11 Enterprise Mobile Security AT&T has partnered with McAfee to offer the McAfee Enterprise Mobility
Management (McAfee EMM) software.
McAfee
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Examples from the Radar Verizon Wireless USA
Oct-09 Enterprise Location based
services
Verizon Wireless announced at the CTIA that it is to offer onCare, an application
that, among other things, enables health managers track field workers.
Oct-09 Consumer Location basedservices
Verizon Wireless is to partner with Smarter Agent to offer an application thatenables customers to search for real estate information on their mobile phones.
SmarterAgent
Mar-10 Consumer Mobile Money Verizon Wireless is to launch Danals BilltoMobile payment service, enablingcustomers to charge online purchases of digital goods directly to their monthlyVerizon Wireless bills.
Danal
Mar-10 Enterprise MobileMessaging
Verizon Wireless has launched an entreprise messaging solution which enablescompanies to send 450-character text messages to their workforce or customers.
Apr-10 Enterprise Location basedservices Verizon is to offer TeleNav's business mobility products which allows organizations
field personnel to exchange data with the back-office using their smartphones. TeleNav
Jun-10 Enterprise MobileAdvertising
Verizon Wireless will partner with Zoove to license StarStar codes for US retailbrands.
Zoove
Jun-10 Both Mobile Voice Verizon has launched "Group Communication" that allows customers to assign acalling list of up to 20 wireless or wireline phone numbers to a unique dialingnumber.
Jun-10 Both Personalisation Verizon has launched the Backup Assistant(SM), a wireless application that savesand updates a copy of the phones address book to a secure website.
Jul-10 Consumer Mobile Music Verizon has partnered with mSpot to offer mSpot Radio
. mSpotOct-10 Enterprise Services
ManagementVerizon Wireless has unveiled a version of its mobile worker managementapplication, Field Force Manager app for Android devices.
Google
Nov-10 Enterprise ServicesManagement
Verizon has partnered with XATA to offer the XATA Turnpike fleet management andcompliance solution.
XATA
Jan-11 Consumer Mobile TV/Video Verizon Wireless has unveiled plans to offer Sling Media's subscription service thatwill give customers the ability to watch their home TV on new 4G devices.
SlingMedia
Mar-11 Enterprise Mobile TV/Video Verizon Wireless has partnered with Lextech Labs to enable users of Lextech Labs
iRa C3 product to view live and recorded video surveillance feeds on smartphones.Lextech
Labs
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Examples from the Radar Other players
Sep-10 UAE Etisalat Etisalat has launched a service that enables customers to back up and protect theirpersonal data on their mobile devices.
Sep-10 Indonesia Indosat Indosat has launched Evolving Systems' dynamically allocated SIM solution. EvolvingSystems
Sep-10 Portugal Vodafone Vodafone Portugal has launched the Vodafone One Net, bringing together fixed,mobile phone and internet services.
Sep-10 Global Orange Orange has launched HD voice services to UK businesses, becoming the first operatorto do so in the market.
Oct-10 Ghana MTN MTN Ghana has launched Comviva's Virtual SIM service, enabling customers withoutphones to use other people's phones.
Comviva
Oct-10 Bangladesh Banglalink Banglalink has partnered with Comviva to launch an mWallet service. Comviva
Oct-10 Qater Vodafone Vodafone has launched a Facebook reload service for its prepaid subscribers. Facebook
Oct-10 Bulgaria Globul Globul has launched its WAZ'UP portal, offering clients access to e-mail, socialnetworks, chat and file storage and sharing via their mobile phones.
Oct-10 Palestine Jawwal Jawwal has partnered with Info2cell to launch Al Iman Messages, a new MMSservice that will allow subscribers to receive Islamic-themed multimedia messages.
Info2Cell
Oct-10 Fiji Digicel Digicel is to partner with the Water Authority to enable its Digicel Mobile Moneycustomers to pay their water bills via the service.
WaterAuthority
Oct-10 UnitedKingdom
O2 O2 has launched a a large-scale location-based mobile marketing service, enablingbrands to deliver relevant SMS and MMS to consumers in a more targeted way.
Starbucks &L'Oreal
Oct-10 UAE Etisalat Etisalat and Alcatel Lucent have partnered to launch a permission-based mobileadvertising service in the UAE.
Alcatel Lucent
Oct-10 Kenya Safaricom Safaricom has expanded its M-Pesa money transfer scheme to supermarkets Supermarkets
Oct-10 Europe Telefnica Telefnica's Jajah has launched a Facebook app that enables users to make free voicecalls.
Facebook
Oct-10 DominicanRepublic
Claro Claro Dominicana has launched a mobile email and synchronization service based onSynchronica's platform.
Synchronica
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Conclusion
Innovation is fundamental to the business of wireless carriers
There are many aspects of the carriers business where innovationshould happen
Carriers core competency is key to innovation
But it is not enough!
The benefits of innovation transcend generating new revenues
Carriers can not innovate alone. You either collaborate with others, oryou sink
The Innovation Radar shows that there is a healthy culture ofinnovation among Carriers
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Thank you!
Emeka Obiodu
Senior Analyst, Telco Strategy
+44 20 7551 [email protected]