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Partnerské setkání 13.6. 2002, Horní Bezděkov. 2 Chasing the gap The revenue gap for operators to close could be significant – this has been driven by.

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Prezentace na téma: "Partnerské setkání 13.6. 2002, Horní Bezděkov. 2 Chasing the gap The revenue gap for operators to close could be significant – this has been driven by."— Transkript prezentace:

1 Partnerské setkání 13.6. 2002, Horní Bezděkov

2 2 Chasing the gap The revenue gap for operators to close could be significant – this has been driven by some wrong assumptions 20% 22% 24% 26% 28% 30% 32% 34% 36% 38% 40% 2000200120022003200420052006200720082009 EBITDA % Banc of America Securities ForecastPossible Worse Case Scenario Euros/Month ARPU Source: PwC Forecast EBITDA Margins Expectation gap

3 3 Changing the business model Old assumptions Mobile is a broadband service? Mobile services is for the mass market? Mobile can capture a significant share of the value chain? New business drivers Focus on improving efficiency ‘here and now’ Chase incremental revenues Build up capability to provide enriched data services

4 4 2. “Incremental” 3.Technology Enablers 4. Commercial enablers Eurotel focus - 24 months 1. „Traditional“ - Voice & Messaging Corporate Services Corp. - e-mail > intranet > UM Image Sevices Simple picture messaging > camera > mms Finance services Banking > Transactions Media > Cell Broadcast, sms > LBS Retention, ARPU maintenance Cost Control Quality and Operational Optimization Solutions > Horizontal > Vertical Billing CRM APPS Platform UMTS Apps > Content

5 5 Implications for the next 24 months Maintain position as the leading provider of mobile services Continued investment in quality (I.e network and customer care) Greater focus on marketing to smaller segments Begin to sell ‘solutions’ in greater quantity Support upgrade strategy of clients Cost efficiencies 2002 2003 Push data centres within shops Invest in content Support the delivery of content through an application platform Encourage the market to adopt more sophisticated handsets

6 6 Supplier push has driven the market up to now Consumer pull Content / device push Offers Consumer Segments Children Teenagers Hyperconnected Professionals Students Retirees Barriers Undeveloped needs Price and Investment levels Security / privacy Complexity

7 7 Push into the data area will be primarily driven by customers having the right handsets – we looking at how we should support this through: - securing deals with the manufacturers - assisting customers purchase handsets - delivering fully configured handsets at the POS - ensuring the value added services are easily accessed through the handset - network is aligned with handset capability - working with content partners to get a high quality stream of content to the end customer Creating the right market

8 8 We cannot expect to repeat the Japan experience due to market differences We need to work with our content partners to ensure we understand customer requirements – and Eurotel support the quick delivery of content Content is critical 2. Application platform: Support content partner deliver their services quickly, with the flexibility they require 1. CRM: Understand customer behaviour and requirements 3. Billing: Develop our billing capability to support the enhanced range of services that will be provided 4. Business model Develop different business models to work with our partner that reflect the value both parties bring to the end customer.

9 9 Changing business relationships Core Business Enterprise Solutions Consumer Services Network Product and Service management B2B Partners Content / Transactio n Partners Outsource d Activities Value Added Layer

10 10 UMTS Strategy In market terms, UMTS will be positioned as an evolutionary data service alongside GPRS, HSCSD Adopt a prudent rollout strategy which matches investment to market demand Initial launch services will be targeted at high value segments - particularly business, top consumers Ensure full compatibility between legacy technologies (I.e handover) Utilise experience of existing and imminent data services to educate and seed the market Monitor and evaluate the progress of deployment in Western Europe, Japan to benefit from learning experiences

11 11 UMTS strategy starts now… Utilise experience of existing and imminent data services to educate and seed the market: - working with content ‘partners’ - communication of market needs - supporting service push - developing new business models/ partnerships Don’t over-hype the market…..keep it simple and make it work!

12 12 There is cause for optimism Sonera ARPU and MoU 25 27 29 31 33 35 37 39 41 43 45 Q1 98Q2 98Q3 98Q4 98Q1 99Q2 99Q3 99Q4 99Q1 00Q2 00Q3 00Q4 00Q1 01Q2 01Q3 01 0 20 40 60 80 100 120 140 160 Euro/ Month Minutes/ Month

13 13 Penetrace SIM karet a mobilních uživatelů

14 14 Eurotel GSM pokrytí (30.4.2002) (CTU Threshold - 92dBm) CBR : 1,2 % (drive test) CDR : 1,0 % (drive test) Key Network Elements status by 30/04/2002: 3 240 Cell-sites 8 209 BTSs (sectors) 15 699 TRXs 76 BSCs 20 MSCs Hand-held, 2 W output power Actuals Population Coverage : 96,1 % E-roads Coverage : 99,8 % E50+55 Coverage : 100,0 % Geographic Coverage : 88,1 % Population Coverage CIS : 99,2 %

15 15 Source:SchroderSalomonSmithBarney, Company data 29 operators Eurotel #8 EBITDA v roce 2001

16 16 CONTENT SLUŽBY 2001 - Celkový obrat GSM operátorů hlasové příjmy - 80-90% obratu datové příjmy - 10-20% obratu 95% - SMS P2P, Data 5% - VAS (Content služby) 2006 - Celkový obrat GSM operátorů hlasové příjmy - 60-70% obratu datové příjmy - 30-40% obratu 50% - SMS, MMS, email P2P, Data 20 % - Informace a Zábava 17% - Inzerce 7% - Transakce 6% - Korporátní služby

17 17 Co je Juice? Juice - interaktivní zábava a informační služby - značka a mobilní portál společnosti Eurotel 1. Juice WAP - technologieWAP/CSD nebo GPRS 2. Juice Easy - technologie USSD a Infotext 3. Juice SIM - technologie SIM Toolkit +

18 18 1997 Text / SMS 1999 Text / WAP 2002 obrázky 2003 Videoklipy 2005 Video streaming Přehled vývoje – možnosti pro nové aplikace Text T9 textové zprávy černobílý WAP Obrázky Fotky Barevný WAP Java applets MMS Ukázky filmů Video zprávy Interaktivita Filmy Hudba

19 19 End-To-End Service Development Process Content Programs Content Programs Content Aggregation Content Aggregation Launch Content SDK + Promotion SDK + Promotion Handset Procurement Handset Procurement Handset Specifications Handset Specifications Handset Development &Tests Handset Development &Tests Technology Research and Business Dev. Technology Research and Business Dev. End-to-End Service Planning End-to-End Service Planning Service Network Design & Specs Service Network Design & Specs Gateways Vendor Selection Gateways Vendor Selection Implementation and Integration End-To-End Testing Launch

20 20 Required Capabilities and Enablers to support change of focus Create demand Camera handsets Content Billing Apps Platform CRM, SFA Enterprise Architecture Service Brand Service in handset Per Service Applications Communities Quality of Service Services Communication Billing Capabilities Application Development Customer analysis & service Handsets testing & OEM IT & SDI O&M Excellence Required CapabilitiesEnabling Projects Customer Focus Service Focus ARPU focus

21 21 Aplikační platforma ISP – Independent Service Provider ICP – Independent Content Provider AS – Advertising Sponsor AS ISP ICP Multi-Access Portal Standard Interface (API) Enabler Billing Provision SMSC USSDSMSWAPVoice Customers Partners

22 22 Nové multimediální telefony Siemens Cruiser Panasonic GD67 Nokia 7650 Sharp Ericsson A800 Samsung T100 Panasonic GD87

23 23 Kategorie služeb

24 24

25 25 Juice Easy/Infotext - TOP aplikace

26 26 Juice WAP - TOP aplikace

27 27 Content služby na mobilu se využívají ve volném čase

28 28 Interest in new services ET core users were interested in up-to-date traffic info and covering regular payments by MT, while Go users stressed infotainment (ringtones/logos, multimedia news, games etc.) more. Find Mobile shoppingFunNewsFun MusicNewsGames

29 29 HOW TO THINK TODAY? Total usage vs. evaluation of usefulness  calls via operator  booking accommodation  hotel/restaurants (addresses)  last-minute presents  purchase/booking tickets  booking holidays  music in MP3 format  purchasing/sending flowers  lonely hearts  music charts  purchase of books/CDs  group SMS  cultural guide  political news  chat  logos/ringtones  playing/downloading games  downloading/sending pictures  music news LOW USEFULNESS (below-average evaluation of usefulness)  search for health care  navigation/traffic jams  travel info (surroundings)  search for petrol station  taxi booking  email  info about phone numbers  banking services  train/bus timetables  businesses (addresses)  sports results  sports statistics/tables  listening to radio (?)  economic news HIGH USEFULNESS (above-average evaluation of usefulness) LOW TOTAL USAGE (Below-average usage index) HIGH TOTAL USAGE (Above-average usage index) KEY SERVICES SERVICES NEEDED IN EMERGENCY VOLUME DRIVERS QUESTION MARKS

30 30 Content services - Eurotel KEY FINDINGS 1. Content services are mostly used in leisure time 2. Fun services constantly generate revenue Jokes, Dating, Chats - auto-generated by users 3. Games has enormous potential BUT have to be taken care and supported by prizes 4. Useful services like news and find services are not so price sensitive in opposite to entertainment 5. Use the synergic efect with strong media 6. There is a great potential in adult services the most profitable on internet 7. Don´t create generic content for mass market BUT tailored content for mass numbers of communities

31 31 NEJ z Juice služeb 1. Nejrozsáhlejší nabídka přístupu k službám s přidanou hodnotou - Juice Easy, Juice WAP, Eurotel SIM karta s Juice 2. Jediný „mobilní“ hudební server v ČR - Hitparáda 3. První informační LBS služby v ČR - Mobilní průvodce 4. Nejúspěšnější mobilní herní služby v ČR - SMS/WAP - Chcete být Milionářem - WAP - Lovci pokladů - 180 tis. hitů za den - SMS/Juice Easy - xGen Go 5. Rezervace přes mobilní telefon - MFF Karlovy Vary - 10 % vstupenek reservováno přes WAP - 100% úspěšnost 6. Speciální balíčky služeb k významným událostem Olympijské hry v Salt Lake City - informační služby - SMS, WAP, hlasové zprávy, vyzváněcí melodie

32 32 CONTENT SLUŽBY - další rozvoj v 2002 1. Zaměření na nejprofitabilnější oblasti 2. Differenciace se službami s vysokou přidanou hodnotou 3. Příprava zákazníků a partnerů na nové možnosti Seznamky and chaty Melodie a loga Spolupráce s médii Hry Erotické služby Mobilní průvodce a LBS služby Hudba „Event“ balíky služeb MMS, Mobilní platby Java hry

33 33 CONTENT SLUŽBY - další rozvoj v 2002 MMS - Multimedia messaging P2P picture messaging MMS služby na WEBu - MMS composer, Fotoalbum MMS content třetích stran

34 34 Děkuji za pozornost

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