Telco2.0         Digital Entertainment2.0         Mobile Apps2.0         Personal Data2.0
New Digital EconomicsExecutive Brainstorm & Developer Forum
11-13 May 2011, Guoman Tower Hotel, London

Defining the most profitable strategic role(s) for telcos in this developing market

8.30am-5.30pm, May 12th 2011, Guoman Tower Hotel, London
(plus evening AppCircus showcase & reception)

Co-located with Telco2.0  I  Digital Entertainment2.0  I  Mobile Apps2.0  I  PersonalData2.0  I  M2M2.0
"93% of strategy execs said that exploring new business models is as important in this current economic climate as cutting costs and retaining customers."
STL Partners Brainstorm Participant Survey

Overview

The number of connected devices is predicted to see explosive growth over the next decade with some forecasts running into tens of billions and include communications-enabled consumer devices, machines that move around (vehicles), things that don’t (vending machines, street furniture) and a myriad of sensors, cameras and active agents.

However, as we found at our last brainstorm in November, there are still far too many industry-imposed barriers to the kind of M2M explosion envisioned under the “Internet of Things”. For this brainstorm, we have teamed up with Beecham Research, the leading M2M analysis research and consultancy practice, to bring the very latest insight into current developments and thinking on M2M futures.

Agenda

 

0800 Registration Open

 

0830 Welcome, Introductions & Warm Up

Facilitator and Moderator: Philip Laidler, Director, Consulting, STL Partners

 

0900 M2M Service Enablers: Definitions and Business Models

Much of the value in M2M sits above the “raw payload” of connectivity. Telcos need to lower the cost of supporting M2M and embedded mobility business and provide the right interfaces and functionality to M2M customers. Many small improvements and fixes will be needed. These include: device numbering, SIM inventory costs, network congestion and network service differentiation for devices/apps. Important as these improvements are, operators will find themselves caught in a bidding war for cheapest possible connectivity prices. Typically, in any given traditional M2M project, the connectivity accounts for a small (and decreasing) fraction of the overall value, with devices, integration and application development taking the lion’s share. Operators can add value by making it easier to use their connectivity and providing more “M2M-friendly” interfaces – often described as managed connectivity. Beyond this, they can look to create service enablers for developers/application providers to easily identify, authenticate, provision, and maintain their device fleet; to update and rollback software on the devices and enable them to deploy processing logic into the “Internet of things” in order to render the system more robust, distributed, and autonomous. Some operators already have the skills and resources to offer the application development, implementation and service hosting on top of this.

Hypotheses

  • Raw connectivity is a small and decreasing part of the overall M2M opportunity
  • Managed services, service enablers and other support services will grow in importance
  • Telcos need to organise themselves and the industry better to realise some of these opportunities
  • Telcos can be part of this but need to work out what and how.

Key questions to debate

  • What do we mean by service enablers?  What functionality, what services?
  • How can telcos make money from service enablers? 
  • What are the different commercial options for service enablers and which ones are operators choosing?
  • What lessons can we learn from the IT and Internet worlds?
  • What are the concrete examples of adding value and generating new revenues from M2M services?
  • How should operators organise themselves to address new M2M business models?

Presenters and Panellists include:

  • Emmanuel Routier, Director International M2M Centre, Orange (tbc)
  • Robin Duke-Woolley, CEO, Beecham Research
  • Marie Austenaa, VP Strategy & Products, Telenor Objects
  • Helene Hartlief, Marketing Manager, M2M, KPN

(Watch this space for updates. Other event 'stimulus speakers' here).

Further reading and viewing

Machine-to-Machine (M2M): Coming of Age?
M2M 2.0: Creating a telco-centric M2M platform for innovation
Beecham Research Sector Map

 

1030 Break

 

1100 How Cellular Networks Can Serve the Internet of Things

The industry as a whole could do much more to stimulate the embedded mobility’ market and drive growth (through standards, interoperability and portability). Technical standardisation is important, but painfully slow in producing change. The industry’s historical reluctance to do more to open itself up has left it vulnerable to being marginalized. 

Customers and regulators are looking to the telecoms industry to be more open, flexible and easier to do business with. The GSMA’s recent acceptance of over-the-air (OTA) SIM update, opens up the promise of more practical ways for an M2M customer to switch operator. It now rests on the industry (or failing that, the regulatory authorities) to deliver this promise.

Building the ‘internet of things’ and establishing a valuable ongoing role within it will require the Telecoms industry to accept some fundamental changes in thinking and consider some radical redefinition of roles. Is the industry really ready for this?

Hypotheses

  • In addition to adding service enabler capabilities “over the top” of networks, what can the mobile industry do to better “under the hood” to enable the Internet of things.
  • Technical, commercial and business model inflexibility remain key barriers to M2M growth on cellular networks.
  • If mobile networks do not better serve this opportunity, the risks are twofold: 
    • that it does not materialize to its full potential;
    • that other networks and technologies play a greater role
  • Properly supported, upstream industries and build new ecosystems through M2M:  the connected car is an example of this

Key questions to debate

  • What fundamental changes to mobile networks and systems to effectively and efficiently support the Internet of Things?
  • What do upstream partners (industry, developers, application providers) really need from telcos that they are not getting?
  • What are the different approaches to deploying, activating and transferring services? How can this be simplified and the costs of managing connected devices be reduced for application service providers and their customers?

Presenters and Panellists include:

  • Mats Alendal, Director Strategic Marketing, Ericsson
  • Sven Krey, Head of International M2M Sales Development, Deutsche Telekom
  • Robin Duke-Woolley, CEO, Beecham Research
  • Ton Brand, Senior Project Director; Programme Manager Embedded Mobile, GSMA
  • Gero Kempf, GM Digital Technologies, BMW

(Watch this space for updates. Other event 'stimulus speakers' here).

Further reading and viewing

Enterprise 2.0 Session: Machine-to-machine - opening for business
Mobile Broadband: Urgent need for new business models
Managed M2M Services – Delivering the Internet of Things

 

1215 Lunch (& exhibition)

 

Afternoon: New Growth Opportunities at the intersection of Entertainment, Apps and Personal Data (merged with Digital Entertainment 2.0 and Mobile Apps 2.0)

 

1315  Augmented Reality: New business opportunities from ‘digital data’

By superimposing digital information about our immediate surroundings on to objects in our vicinity, augmented reality (AR) applications and services promise to let us “browse the world”.

Will this different, combined view, fusing data on our world become ubiquitous or will AR just be one of several viewing options from which subscribers can choose to see their digital data? What are the best applications for Augmented Reality today and in the future? Who’s making money today and where will be the “sweet spot” for AR in the future?

This session will explore future prospects for AR. We will examine the opportunities and barriers—from the technology and the content to the business models—and chart out different roles for different types of companies.

Hypotheses

  • The Augmented Reality Ecosystem is accelerating—but unevenly. For example, providers of enabling technologies are moving ahead fast.  By contrast, merchants and operators are less forthcoming with the required retail platforms and delivery components.  The reason for this is clear: technical standards are being developed but the business models that divide value among ecosystem players are not yet clear. 
  • There is an array of business models options for AR.  AR drives user attention which will appeal to advertisers and marketers. AR also facilitates transactions directly. For example, with an AR application users can try glasses frames on (by mapping them on to a picture of themselves) and then can be shown where they can buy the frames locally.  Thus AR providers have the opportunity to either charge fees for solutions and/or commissions on the transaction value. 
  • A gold rush may develop in AR (assuming the business model issues outlined in 1 are addressed).  This will result in large players in adjacent markets (such as Google, Microsoft, Intel, etc.) to focus on the market.  The current crop of smaller niche AR start-ups, such as Layar, still have the opportunity to establish a major role in the AR ecosystem or could be acquired by the big boys.
  • The progress being made with AR technical standards and technological developments in hardware, such as chipsets that reduce the drain on battery life, will remove many of the technical constraints associated with AR over the next 6-12 months.

Questions

  • What are the greatest technology and commercial barriers to providing fulfilling AR experiences to subscribers? Which barriers are biggest: technology or commercial?
  • Can we truly expect the devices and networks to meet the demands of this new way of looking at information?
  • Who is creating the best content for the AR experiences?
  • Will there be winners and losers?
  • What does AR cost to deploy and who is most likely to profit most from its availability?

Presenters and Panelists

Short stimulus presentations x 3 followed by debate with participants using our ‘Mindshare’ interactive technology, followed by a panel discussion.

Presenters and Panellists include:

  • Chetan Damani, CEO, Imano
  • Marten Lens-Fitzgerald, Co-Founder, Layar
  • Christine Perey, Spime Wrangler, PEREY Research & Consulting
  • Lynne Murray, Brand Director, Holition

(Watch this space for updates. Other event 'stimulus speakers' here).

Further reading

Augmented Reality: Is there a valuable role for telcos?

 

1430 Connected Home 2.0

The connected home has long been a vision of futurologists. Now it is starting to become a reality with the emphasis shifting from the PC to the TV and the mobile device. Video, and related applications such as interactive games, are driving consumers to the television and a battle is developing around set-top boxes and TV-based applications.  The mobile device, however, remains relevant as many consumers seek a seamless viewing experience between the TV and the mobile and others see the mobile device as the new intelligent remote control.

In this session we explore how this market will play out, identity where the key control-points are and clarify what strategies are required from content owners and aggregators, device manufacturers, operators and developers to make the vision a near-term reality.

Hypotheses

  • Games have already proved that that the TV can be a sit-forward experience as well as a lean-back one. Increasing bandwidth on both the down- and up-link will increase the use of the TV as destination for playing games, consuming multiple sorts of content and social networking.
  • The set-top box will continue to be a crucial control point and the battle among broadcasters, cable and telco operators and device manufacturers will intensify.
  • Networking around the home will also become increasingly important with competition between wired and wireless solutions increasing.
  • Building a strong developer community will be critical if the TV is to move beyond simply being a source for video consumption.
  • An integrated experience between the mobile and the home TV will become a competitive advantage for those players that can offer this. Building an integrated Electronic Programme Guide (EPG) on to the mobile will be required if the mobile is to replace the existing TV remote control.

Key questions to debate

  • What are consumers really seeking from a connected experience and what is the relative importance of the PC, TV and mobile in this?
  • Will the current excitement around the TV continue - will it become the central hub for connectivity and, if so, what will drive this?
  • What is the best strategy for key players in the ecosystem - content owners and aggregators, device manufacturers, operators and developers to build a connected experience for consumers?
  • What role will the mobile device play in the connected home and beyond it?
  • What are the critical success factors for building a connected experience encompassing the home, buildings, things and people?

Presenters and Panellists

Short stimulus presentations x 3 (from representatives from the Communications, Media and Entertainment industries), followed by debate with participants using our ‘Mindshare’ interactive technology, followed by a panel discussion.

Presenters and Panellists include:

  • Simon Miller, CEO, Betfair TV
  • Anthony Rose, Co-Founder and CTO, tBone TV
  • Julia Meise, Senior Projects Manager, Sky Deutschland
  • Rob McIntosh, Creative Director, frog design
  • Alex Green, Executive Director, Commercial, TV & Online, Virgin Media

(Watch this space for updates. Other event 'stimulus speakers' here).

Further reading

Digital Entertainment 2.0: Tablets / Smartphones to run Multi-Screen Experience?
Smart TV and the Connected Home
BSkyB Platform - Lessons
Online Video Usage - YouTube thrashes iPlayer, but for how long?

 

1600 Break

 

1630 Innovators Showcase

New 'two-sided' business model opportunities at the intersection of Cloud, Video and Mobility: leveraging wifi to monetise video and create a new class of localised mobile services.

  • Gavin Franks, MD, Wifi, Telefonica O2 UK
  • Paolo Campoli, Director of Solutions, Cisco

 

1700 Lessons from Apple/Google: Fostering alternative ecosystems

Apple and Google have proved themselves masters of developing new digital ‘ecosystems’ that stimulate and build innovative, flourishing, and valuable new markets. What can be learned from their and others’ successes, and what strategies should telcos, digital entertainment market players, and others in the digital economy use to foster valuable new ecosystems?

Hypotheses

  • There are significant further opportunities to create new digital ecosystems.
  • Key design strategies include aligning the interests of numerous players, a degree of openness, and retaining key strategic control points.
  • Telcos and others can foster and participate in these new ecosystems, but only if they successfully embrace the key strategic principles rather than try to produce copies of the leading ecosystems.

Key questions to debate

  • What are the key lessons from Apple, Google, and other successful ecosystem builders?
  • In what areas are there opportunities to build new ecosystems that add value to the Digital Economy?
  • How can telcos and the wider industry foster these alternative ecosystems?

Presenters and Panellists

Short stimulus presentations x 3 (from representatives from the Communications, Media and Entertainment industries), followed by debate with participants using our ‘Mindshare’ interactive technology, followed by a panel discussion.

Presenters and Panellists include:

  • Alastair Hanlon, VP Market Strategy, Amdocs
  • Keith McMahon, Senior Analyst, STL Partners
  • Daniel Gurrola, VP Group Strategy & Business Development, Orange
  • Giles Corbett, Head of On, Orange Vallee

(Watch this space for updates. Other event 'stimulus speakers' here).

Further reading
Digital Hollywood: How to 'Out-Apple' Apple?
Apple iPad Business Model Analysis
Entertainment 2.0: New Sources of Revenue for Telcos?
Entertainment 2.0: Can Telcos help save the Video Distribution Industry?

 

1800 Close
Evening: AppCircus Showcase of Cutting-Edge International Apps

 


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