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‘The Martini Effect’ Any Time, Any place, Anywhere! Anthony Harford, Business Consultant, BT Wireless Tel: 0121 230 2719 Email Anthony.Harford@BT.Com Location BCA Edinburgh, 15 February 2001,. Agenda. 1. BT Wireless Credentials. 2. The Market Drivers. 3. The Corporate View. 4.

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Agenda

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  1. ‘The Martini Effect’Any Time, Any place, Anywhere!Anthony Harford, Business Consultant, BT WirelessTel: 0121 230 2719Email Anthony.Harford@BT.ComLocationBCA Edinburgh, 15 February 2001,

  2. Agenda 1 BT Wireless Credentials 2 The Market Drivers 3 The Corporate View 4 Consumer Internet 5 Review

  3. BT Wireless Leading the Mobile Data Wave 1999 2000 2001 2002 2003 SMS...Live Information Services...e-mail Mobile ISP WAP GPRS UMTS

  4. M-Commerce Market Drivers

  5. Customer Needs Globalisation User Applications Increased Competition Economics Data / Internet The mobile market is at a point of inflexion Drivers of Transformation Deregulation/ Spectrum NextGrowth Wave New Technology

  6. The emergence of the ‘networked’ society’ Industrial Revolution Information Society The ‘Networked’ Society …we are at the outset of a truly remarkable revolution where ... • Anything that can be connected will be! • Anything that can be digital will be! • Anything that can become mobile will become! Dismantling of traditional industry structures, disaggregation of traditional business models, a wealth of opportunities and considerable threats

  7. …on the contrary ‘the networked society’ is the result of .. Series of ‘paradigm shifts’ • Voice goes mobile • Mobile leaps towards IP • Explosive growth in Internet (even greater) growth of Intranets • Mobile goes ‘broadband’ • The emergence of mobile internet • The advent of an e-(mobile) commerce boom • The emergence of new value chains • A reshaped competitive landscape

  8. Intense competition for customer attention MTV Devices Infotainment Psion Lastminute.com Palm BSkyB Genie Sony iobox Handspring Yahoo! AOL Nokia Reuters IBM Vodafone Barclaycard Tesco Orange BT Sega Playstation Virgin Mobile NTL Networks/ Platforms Applications Carphone Warehouse Trafficmaster

  9. M-Commerce The Corporate View

  10. What is going to enable the Mobile Data Explosion? Affordable, High-Speed, non-stop network Standards Based, Low-Cost Software applications Affordable, Well designed Terminal Equipment

  11. Third Party Data Network Internet SP (WWW) Companies Corporate LAN General Packet Radio Service: The always on Wireless network GSM GSM GPRS Base -Station

  12. Applications Investment

  13. The right Terminal for the right application

  14. Road / Traffic Info; Railway mgmt. Fleet management What will Corporates value? • Email, Calendar • Intra-net Information • E-commerce • Video still image Management; Helpdesk; Security; Synchronisation; ASP’s

  15. Mobile Commerce Segmentation Virtual workspace Personal world Capture & correspond Machine to machine corporate Intranet access N/a Field processes: sales, engineers; Target sectors? Mobile machines not fixed machines SME M Internet + Extranet access ‘mass’ versions of corporate solutions ‘mass’ versions of corporate solutions Blurred work and home worlds Smaller applications - too much customisation Smaller applications - too much customisation S consumer N/a Youth; Internet access; E-commerce + info partnerships Little premium for mobility Small opportunities Customer databases; channel for others to reach our customers Marketing to base priority high priority low

  16. M-Commerce Consumer Internet

  17. Business Cross Over Life Style VW CORP C&C MtM SME DIY Managed CONS PW high low Vertical Brand Portals

  18. Horizontal Brand Portals VW CORP C&C MtM SME CONS PW high low Aimed at Mobile Life or Workstyle Managed

  19. So what do customers really want from their applications? • Value • Work enhancements • Life enhancements • Fun • Personalised • Device independent • Location (in)dependent • Always relevant Dynamic Personalised information Anywhere, anytime, any device • Relevance • Time critical • Real time • Scheduled • Available • Easy to access • Easy to use • Actionable

  20. Which applications are Valuable?

  21. Application Transport Terminal Portal Value Business value Business Critical 3G Business/ Personal Specific device High Personal value User Critical High Speed GPRS PDA/GPRS Corp Man Calendar,Mail Schedule Time Critical Low Speed GPRS Corp DIY GPRS WAP Phone Involves money Will pay for WAP GSM WAP Phone Vertical Free Information Like to know GSM Phone Horizontal What are the Value Propositions?

  22. M-Commerce Review

  23. An enterprise solution that happens to be wireless. Internet GPRS Applications / Integration required TerminalNetwork Interconnect Integration Application ASP/In House Security Encryption End to end security Operating System Form Factor Radio Testing Coverage Internet/Fixed Line

  24. The 8 questions for an E-business • Do you know your customer? • Do you use multiple channels to interact with customers? • Have you personalised the customer experience? • Have you focused on 100% customer satisfaction? • Do you optimise the value of every customer? • Have you Developed and maintained global customer centric eBusiness architecture? • Have you leveraged & extended the eBusiness ecosystem? • Do you cultivate an organisational culture built on eBusiness Excellence and Innovation?

  25. M-Commerce Conclusions • The market is moving very quickly! • New channels to market will emerge! • You cannot wait for the next technology! • Do not buy a technology buy a solution! • Huge new opportunities to fast movers! • To be different you have to be different! • If it already has not changed the way you do business it is about to!

  26. ‘Thank You’Also available for weddings and after dinner speechesAnthony Harford, Business Consultant, BT WirelessTel: 0121 230 2719Email Anthony.Harford@BT.Com LocationBCA Edinburgh, 15 February 2001,

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