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Content, Networks and Next Gen Services: Competing in the era of Convergence. Kirill Polyakov Member of Board, Avant Mobile JSC. Pace of change in mobile is accelerating. Growing choice of services Value and simplicity Converged mobile internet broadband offerings. VoIP WiFi/WiMax DSL.

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Content, Networks and Next Gen Services: Competing in the era of Convergence

Kirill Polyakov

Member of Board, Avant Mobile JSC

pace of change in mobile is accelerating
Pace of change in mobile is accelerating
  • Growing choice of services
  • Value and simplicity
  • Converged mobile internet broadband offerings

VoIP

WiFi/WiMax

DSL

Technology

Mobile

Industry

Customers

Competitors

Integrated fixed/mobile

Internet players

Termination rates

Licensing rules

Mobile payments

Regulation

it s real
It’s Real!!!

Source: Verisign

would avant mobile retain its leading positions in the future
Would Avant Mobile retain its leading positions in the future?

Customer gets far more choices and sets rules of the game

The ecosystem is changing fast

  • Content
  • Access
  • User experience
  • Monetization

Customer needs

  • Changing communication needs
  • Simplicity
  • Value for money
the opportunities for changing the customer value proposition will depend on the market conditions

Fragmented/

Deregulated/

Highly Competitive

D

C

Market

Structure

B

A

Few players/

Regulated

Market

Offer

VoiceDominated

Multiple

Services

The opportunities for changing the customer value proposition will depend on the market conditions

lifestyle-related

person-related

voice-related

how new internet goods would affect rules of the game
How new Internet “goods” would affect rules of the game?

Internet model

Mobile model

Users

2 bn

Free content funded by advertising

Google rules

Mobile operators and content providers loose power

Subscription based paid access to content

Mobile operators and content providers rule

Mobile

1 bn

Internet

voice was the fuel of mobile world lessons from fuel retail industry

Fragmented/

Deregulated/

Highly Competitive

D

C

Market

Structure

B

A

Few players/

Regulated

Market

Offer

FuelDominated

Multiple

Services

Voice was the fuel of mobile world. Lessons from fuel retail industry

Strategic Focus

  • Fuel differentiation
  • “Consumer Pull”

Profitability

  • Efficient channels of trade
  • Distribution effectiveness
  • Price Competitiveness

Margin

  • Establishing Network
  • “OilCo Push”

Volume

adding dry goods to a standard fuel voice offering is an excellent example to learn from
Adding “dry goods” to a standard fuel (voice!!!) offering is an excellent example to learn from

Destination

Retail sophistication

We are here!!!

One Stop Shop

Shop

Pump outside a store

Kiosk

Un-manned

Attendant

Service

time

strategic aspiration customer needs
Strategic Aspiration: Customer Needs

Cheap “est”

(lowest prices)

Black Hole

Hot “est”

Easy “est”

(fashion)

(service)

Big “est”

(selection)

the importance of convenience
The importance of convenience

Cheap “est”

(lowest prices)

Black Hole

Easy “est”

(service)

Hot “est”

(fashion)

Quick “est”

Big “est”

(selection)

est retailing
“EST” Retailing
  • EasyEST retailers:
    • create ideas
    • provide assurance (having what the customers want, in-stock, and providing guarantees)
    • offer an enriching experience
    • provide information to help customers understand their options and make decisions easily
    • focus on efficiency for the customer through:
      • the clarity of offer
      • appropriately edited assortments
      • well merchandised and accessorised presentations
      • a transparent shopping experience.
          • They are organised for people who know what they want
strategic aspiration delivery
Strategic Aspiration: Delivery
  • Focus on 5 critical factors essential to deliver this aspiration.
  • Retailers call them the 5 C’s of consumer efficiency:
      • Checkout: this is the last moment of truth with the customer. Nothing wastes customers perceived (or Real) time more than inefficient handling at check out
      • Clarity: in terms of what you offer and stand for
      • Choice: edited to be just right
      • Control: allow the customer to be in control and have the options to be in control
      • Communications: making sure the right message gets to the customer at the right time
  • Currently the key Checkout process in our industry is cumbersome (premium SMS). Hopefully situation will change to better with wider adoption of more convenient subscription payments
summary
Summary
  • Avant Mobile can retain it leading positions only in cooperation with operators, Internet companies and other content providers
  • “Mobile” business model with subscription based payments will prevail when Internet and Mobile converge
  • Customer is a king. We should learn from retail industry to serve customer needs. British Petroleum is a good teacher