Sirous Kavehercy GSM 3G CeeCom Convergence

Copyright © Acision 2007. All rights reserved.

Gain Competitive Advantage & Maximise Revenues In

The World Of Convergence

Prague, 26 September 2007

Sirous KavehercyMarket Development DirectorEurope, Russia and Africa

Copyright © 2007 Acision. All rights reserved.

Agenda

• Acision Introduction• Generation 2.0

– Transformation In Telecoms• Service Bundling

– A Good Start For Convergence• What Problem Should Convergence Solve?• Steps Towards Successful Convergence


1964

1969

2002

June 2007


Acision…

• Is A Company Of Considerable Substance – 1700 Employees On 5 Continents– Revenues Of Approximately $0.5 Billion– Customer Base Of 300 Mobile Operators Worldwide

• Global Organisation With An Excellent Customer Base And A Strong Customer Focus

• Strongly Positioned In The Value Chain And Able To Exploit The Convergence Opportunity

• A Comprehensive Portfolio Of Products And Services• Sustaining Technological Advantage By Exploiting

Innovation• Experienced People With Deep Domain Knowledge• Consistent Financial Performance With Aggressive Ambitions

For Growth


The Experts in Mobile Data Services

• Text Messaging• Multimedia Messaging• Voice/Video Messaging• Converged IP Messaging• Mobile Internet• Mobile Advertising• Intelligent Charging


Acision Track Record

• First Commercial SMS Message (1992)• First Interactive Television Show Using SMS (2000)• First Commercial MMS Message (2001)• First 3G IP-based Messaging Solution (2002)• First I-Mode gateway outside Japan (2003)• First Commercial 3G VideoMail Service (2003)• First Real Time Subs Behavioral Analysis Solution (2007)


Generation 2.0


Consumers Are Transforming Telecom and Media Sectors


Resulting In A Telecom Jam!


Europe Usage Rate Per Age Segment


What Drives Youth Today?

• Participate – 1st Generation With Reality TV Viewer Voting

• Discover – 1st Generation That Grew Up With Internet Search

• Create – 1st Generation Who All Had Digital Cameras

• Share – 1st Generation To Grow Up With Napster, Kazaa

• Virtual – 1st Generation With Tamagotchi, 2nd Life, Warcraft

Source: Tomi Ahonen Consulting


Is Content King!?

• Publicised By Hollywood And Media Companies

• Mobile Has Become Another Distribution Channels For Media To Sell Their Content


“Contact” Is King, Not Content


Service Bundling


Service Bundling

• Broadband Has Been A Hub For Bundling

Broadband

Fixed Mobile

TV

Quad-Play Bundle

Dual-Play Bundle

Triple-Play Bundle


Operator Drivers For Bundling

• Common Goals– Increase Customer Loyalty– Customer Retention– Matching Competitors

• “Strategic” Drivers– Increasing Customer Lifetime Value– Winning Customers– Broadband Land Grab


Customer Drivers For Bundling

• Saving Money• Predictability Of Bills• Convenience Of One Vendor

• Challenges:– Hidden Charges– Complexity– Loss Of Clarity– Single Point Of Failure


Service Bundles

• Dual-Play: – Broadband + Phone– Broadband + TV– Broadband + Mobile (mainly mobile operators)

• Triple-Play– Broadband + TV + Phone– Broadband + TV + Mobile (not in Europe yet)


Quad-Players

Broadband + TV + Phone + Mobile• Europe

– Virgin Media (2006)• Canada

– Videotron (Triple-play) With Rogers (Mobile) As A Joint Venture (2007)

• USA– Verizon (2007)– Time Warner Cable, Charter Communications, Bright House

Networks With Sprint (Mobile) As A Joint Venture (2006)

http://www.videotron.com/services/en/index.jsp

http://www.rogers.com/

http://www22.verizon.com/


di

What Next?

Copyright © 2007 Acision. All rights reserved.Differentiate


Convergence ?


FMC Has Been A Good Start

“FMC Uptake Will Only Be Driven By Shifting The Focus To FMC's Features, Rather Than Its Potential For Cutting Costs.”

“Integrating Voice And Video Into Mobile Applications Will Be The New Frontier For FMC. This Will Enable True Differentiation Between The FMC Offerings Of Today And The FMC Applications Of Tomorrow.”

Source: Analyst House The Yankee Group, 14 September 2007


What Is Convergence?

• Cable Operators Offering Triple-Play?• Mobile Operators Aiming For Quad-Play?• 3 Launching X-Series?• Apple Launching iPhone?• LG Phone To Support You Tube?• Vodafone Offering eBay, YouTube, MSN?• Intel Introducing Mobile Internet Device?• Microsoft and Nokia Bringing “Web” To Mobiles?• Multi-million Dollar Roll Out Of IMS Infrastructure?


“If all you have is a

hammer, then everything looks like a

nail. Abraham

Maslow,1965


What Problem

Must Convergence Be Solving?


Business Models In ConvergenceExamine Characteristics

Broadcast Internet Fixed Mobile

TV/Radio

‘Any’ TVPaid

Access

ViewerTotals

InactiveAdvertising

Ratings

Service

Access

Relation ToIndividualCustomer

Revenue

CompetitionMetrics

Search,Community,

Content

‘Any’ PCPaid Access

User Session

InteractiveAdvertising

Sessions

Comms

‘Any’ LinePaid Access

‘Home’

Contract

Lines

Comms &Content

‘My’ PhoneFree Access

Individual

ContractPay Per Use

Customers

Triple Play Convergence

Quadruple Play C

onvergence


Key Differentiator For Convergence

Is It The Battle For The Home? Is It The Battle For The Richest Set Of Services? Is It The Battle For Most Access Channels? Or Is It Simply The Battle For The Customer?

TV/Radio Fixed

Mobile Internet


1. What Drives Customer Choice?

2. What And Who Has The Best Chance Of Winning The Customer’s Attention?


Freedom & Flexibility

Control & Personalization


Key Differentiator For Convergence

“Mobility Is Portable Identity Coupled With Ubiquitous Access

To Your Telecommunications Services”

MobilityTV/Radio Fixed

Mobile Internet


Service

Access


Revenue

CompetitionMetrics

TV/Radio(Anywhere)

‘Any’ TVPaid

Access

ViewerTotals

InactiveAdvertising

Ratings

Search,Community,

Content


User Session

Direct Advertising

Sessions

Comms(Location)


‘Home’

Contract

Lines

Comms (Anywhere)


Individual

ContractPay Per Use

Customers

Broadcast Internet Fixed Mobile Mobility

Service

Access


Revenue

CompetitionMetrics

TV/Radio(Anywhere)

‘Any’ TVPaid

Access

ViewerTotals

InactiveAdvertising

Ratings

Search, Community,

Content


User Session

Direct Advertising

Sessions

Comms(Location)


‘Home’

Contract

Lines

Comms (Anywhere)


Individual

ContractPay Per Use

Customers


Convergence Towards Mobility Examine Characteristics

Service

Access


Revenue

CompetitionMetrics

TV/Radio(Anywhere)

‘Any’ TVPaid

Access

ViewerTotals

InactiveAdvertising

Ratings

Search,Community,

Content


User Session

Direct Advertising

Sessions

Comms(Location)


‘Home’

Contract

Lines

Comms (Anywhere)


Individual

ContractPay Per Use

Customers



Business Model Of The Dominant Provider Of The Future

Service

Access

Relation toIndividualCustomer

Revenue

Competitionmetrics

Search,Community,

Content

Direct advertising

Sessions

Comms (Anywhere)

‘My’ Phonefree access

Individual

Contractpay per use

Customers

Mobility



Service

Access

Relation toIndividualCustomer

Revenue

Competitionmetrics

Search,Community,

Content

Direct advertising

Sessions

Comms (Anywhere)

‘My’ Phonefree access

Individual

Contractpay per use

Customers

Mobility

Hybrid Revenue Model- Prepaid, Contract, Content, Advertising, 3rd Party Access

Personalised Service Packages - Accessible Anywhere, Any Time

Access Via ‘My’device- Portable Identity, Access Anywhere

Customer Centric Process Ability - Mobility Rights, Services Mix, Security, Preferences

Focus On Customers, Users And Session Numbers- Multiple Customer, Multiple Service Access

Mobility Requirements For Convergent Service Providers



Hybrid Revenue Model- Prepaid, Contract, Content, Advertising, 3rd Party Access

Personalised Service Packages - Accessible Anywhere, Any Time

Access Via ‘My’device- Portable Identity, Access Anywhere

Customer Centric Process Ability - Mobility Rights, Services Mix, Security, Preferences

Focus On Customers, Users And Session Numbers- Multiple Customer, Multiple Service Access

Mobility Requirements For Convergent Service Providers


Payment

Access

CustomerIntelligence

CustomerIntelligence

Remaining Competitive In A Converging World

Applications & Information

Users

Text

Voice

Instant Message

VideoMessage

Ring tones

Wallpaper

Browsing Download & streaming

TVEnterprise

applications

Advertising

M-commerceUser Generated

ContentGaming

Individuals

Family groups

Enterprise groups

Social communities

Business communities

MobileMobile IP

Local WirelessFixed IP

Fixed

PrepayNow pay

Post pay

PAYMENTS Charging

Billing

Rating

Customer care

Settlement


Steps Towards Successful Convergence


• Maximize Your Revenue From Existing Services


Messaging

• Personalised Messaging– Storage, Copy-forward, Diversion, Signatures,

Nicknames– Out Of Office Notes, Message Barring, Routing Features– Personalised Greetings, Avatars, Visual VoiceMail– Personalised Notifications (IM, SMS, MMS, E-mail)– Parental Control, Black and White Listing

• Bringing Together Public And Private Messaging– Connecting Existing Communities With SMS/MMS Users– Step-stone To Converged Messaging


Messaging

• Innovative Pricing– Converged Payments– Bundling– Implement Loyalty Campaigns

• Internet Service Access Through Messaging– eBay, Paypal– Blogging, Communities– Search

http://www.ebay.com/

http://www.myspace.com/


Mobilizing The Internet

1. Optimise User Experience

2. Control Browsing & Access

3. Enable Communities

4. Monetise Clarity of Pricing


• Deploy Flexible Service Environments


Application And Access UbiquityFlexibility To Introduce Variety Of ApplicationsQuickly Across Variety Of Clients And Networks

Devices

Applications


• Know Your Customer


Increase Customer Loyalty Achieving Customer Centricity

• Behaviour • Lifestyle

Characteristics

• Brand Preferences

• Personal Interests

• Consumption Patterns


Increase Customer Loyalty From B&W To Full Color

Unlock The Potential Of Customer Data


• Make Payments Work


Make Sure You Get Paid


Getting The Basics Right


Payments: Making It Work

• Create Offers That Look Simple To The User• Provides Tariffs And Bundles To All Subscribers• Delight Users With Relevant Loyalty Rewards• Enable Consumers To Control Their Spend Per Service• Quickly Implement New Service Packages Or Tariffs

– Attract New Users And Prevent Churn• Monitor/Control Information On Your Network Real-

Time– Reduce Bad Debt And Close Fraud Windows

Provide User Control & Total Revenue Capture


Sirous KavehercyMarket Development Director---------------------------------------------------------Mobile: +31 65252 6222Email: [email protected] Website: http://www.acision.com Skype: sirous.kavehercy

mailto:[email protected]

http://www.acision.com/

Technology

Sirous Kavehercy GSM 3G CeeCom Convergence