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Mobile 2.0 Europe 2009 - http://mobile20.euOpenness in the telecommunication industry Open with care or care to open? Carlos Domingo Director, Internet and Multimedia Lab TELEFÓNICA I+D
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Carlos Domingo Director, Internet and Multimedia Lab
TELEFÓNICA I+D June 19th, 2009
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Openness in the telecommunication industry Open with care or care to open?
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal 2
Differentiation from competition and identifying new sources of growth is critical
Cumulative Annual Growth Rate (Percent)
Revenue growths in traditional broadband and mobile markets
are diminishing…
…and strong co-opetition for new revenue sources is
emerging
Telecommunications industry will need to reinvent itself to face challenges ahead
Mobile Internet Services & Content
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Innovation will be key but we have to change our mindset to innovate differently…
Environment changes
• Pressures on TTM, shorter development cycles, permanent Beta as a must
• Knowledge is spread everywhere and is a not preemptive resource
• Increasing information availability
• Global Markets but finer segmentation
• Coopetition versus competition
• Here come the Prosumer ….
From
To
(*) Analogy borrowed from Henry Chesborough
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal 4
… that for Telco’s particular case is represented on five paths to openness
Open to Employees
Open Innovation
Open to Consumer
Open the Network
Open to Developers
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Opening conversations with customers to really understand them and foster co-creation
5
Co-creation and two ways conversations with customers
If you’re no longer speaking your customers’ language, if you no longer live in their world, the disconnect will be costly
Transparency and simplicity on communication, tariffs, billing, offer and, of course, claims
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Going beyond traditional partnerships to establish open innovation networks…
6
Universities & Technology
centers
Large corporations
Startups and SMEs
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal
Although not something easy to do….
7
Remember last year experiment after the “friendly” operators panel at Mobile 2.0 Europe?
Only 4 companies contacted me:
One just with an idea, no product to test or see
One with a product in a category already had one (and happy with it)
One in a category we were not interested
One ended up participating in a RFI (did not make to RFQ it though)
Let´s continue trying!!!
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal
… while fostering the internal culture of innovation to harness employees’ untapped talent…
“…open innovation does not mean killing internal R&D, you need smart people to talk to other smart people…”
Bottom up Idea generation Using Web 2.0 Tools
Transparency Great Place to Work
Boosting internal conversations and co-creation
Information has to flow inside the companies, no more limited visions
Building a better society, by transforming the companies workplaces.
Implementing mechanisms to allow any employee to propose an idea for a new business opportunity.
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal
… and openning our Networks as a Service to cover the long tail of innovation
9
Telco companies has unique and valuable assets that potentially could be mashed-up with the others
Telcos are finally realizing that there are major advantages to be leveraged by becoming an open ‘service platform’ to reach the long tail of developers without getting on their way
Service Delivery Call Control Device access/control
Infraestructure Mobile Internet SMS
QoS Identity Charging Location
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal
…but realizing that network resources are not the only telco assets interesting for developers
10
Telco social graph
To know customer’s social context & social spheres
Context-awareness
To know any relevant information for each particular situation
Personal
To know the person behind the customer
Exploit user insight to deliver personalized services
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal 11
Network fragmentation Device and OS fragmentation
and trying to make the developer’s dream come true: One API to rule them all!
Network independence Device independence
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal
…and showing you the money!!!!
12
TELEFÓNICA I+D
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal 13
It is a long trip but the industry has started to walk the talk
UX and Living Labs
Open to Employees
Open Innovation
Open to Consumer
Open the Network
Open to Developers
© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal