Transcript basic template Belgacom Mobile

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Network services for developing the future
Best Of Wireless – 26/11
B. Lemaire
Best Of Wireless – 26/11/03
Agenda
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Belgacom Mobile – The Company
A changing market, and the Proximus approach
From infotainment to any business
Best Of Wireless – 26/11/03
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Who is Proximus ?
75%
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25%
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Proximus Vision
My mobile, my personal assistant, always, everywhere
Sport
Adressbook
IVR
News
Media conversion
Traffic information
Stock quotes
Positioning
Dispatching
Fax
Unified messaging
Gambling
e-mail
Gaming
Voice mail
Ticketing
Time tables
Calender
Workgroup
coordination
Payments
Banking
Account queries
Best Of Wireless – 26/11/03
Reminders
File transfer
Internet access
Weather Forecasts
Agenda
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Belgacom Mobile – The Company
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A changing market, and the Proximus approach
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From infotainment to any business
Best Of Wireless – 26/11/03
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Mobile World evolving from simple to complex
3G - Tomorrow
2G - Yesterday
Voice, Data, Mobile Multi Media, M-Commerce,
Information Services, ...
Voice
Enterprise
Telco/
Network
Operator
Infrastructure
User
Devices
Value
network
Solutions
provider
business
Backbone
Provider
Access
Provider
Application
Service
Provider
Infrastructure
Service
Provider
User
Retailer
Content
Provider
Applications
and Services
Devices
Delivering rich 3G service portfolios require a multitude of players. Mobile
operators will only be one of these players, having to deal with business
models in complex partnerships and two broad sets of customers:
- end-users: retail (B2C, B2B)
- service/application/content providers: wholesale (B2B2B, B2B2C)
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Approaching customers under different models
CUSTOMERS
Consumers / Business
Partners who develop and provide
applications/services that run on the Proximus
network
CONTENT
PROVIDERS
CONTENT
AGGREG.
PROXIMUS
PORTAL
MDG
Content
Providers
ISP
ASP
PROXIMUS
OFFER
B2B
RES
NETWORK SERVICES OFFER
NETWORK SERVICES LAYER
(Commercial access proposition)
BEARER SERVICES LAYER
(Core network business)
Proximus
Other Player
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Part of our future growth depends mobile data services
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Data development are one of the axes that will support the revenue growth of any
operator
Business models are key to encourage merchants to develop & offer a large
portfolio of goods & services
Access for customers to those goods & services should be secure & easy to use
Proximus needs to play an active role in developing data services
The network services are a natural extension of Proximus existing business:
 capacity to manage a large customer base (4.2 Mio active customers)
 ability to handle massive numbers of small transactions
 capability to bill and collect payments, to control access and spending and to
prevent fraud
 telecom business is secure (both network & devices)
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Proximus Value added Network&Services Goals
Content
Providers
•
•
•
•
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ASP
SMSC
Location information
MMSC
Billing
Customer services
Network and customer base
Mobile operator
Business Partners
ISP
Revenue share business model
Customer support
Operational excellence
Commercial support
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Third parties : SMS wholesale
Technical configuration
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Proximus
SMS-C
Mobistar
SMS-C
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Connection through :
- Leased line
- Bilan
- IP
3rd
party
Content Provider
Content Provider
Content Provider
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Base
SMS-C
Content Provider
And MMS or Location information…
Best Of Wireless – 26/11/03
And today, roles and responsibilities…
Operator
Third party
Content provider
Proximus
Mobistar
Base
e.g.: Paratel, Netsize,
Mcube, TMSC, Mobile Way,
Telitas, Wap MX, GSM
Online, K-Mobile, Jippii
e.g.: RTL, VTM, VT4
Wilsto
De Persgroep, Etri…
Roles & Responsibilities
• Short code
• Gateway
• Billing
• Coordination with
mobile operators
• Network
• Support to 3rd
party & content
provider
• End-User Support
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• Application
provider
• Customer service
(opt-in/opt-out…)
• Content offer
• Applications
• Marketing push
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The Value Chain
Content
Creator
Etri
Reuters
Digital Fun
VTM
VT4
Jim TV
VUM
...
Content
Provider
Application
Provider
Etri
Ring Ring
Digital Fun
Codepartners
Kiwee
Zoyd
KMI
NE Way
VTM
...
Jim TV
VUM
Rendez-vous.be
...
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Merchant
Etri
Digital Fun
Kiwee
KMI
TMF
De Standaard
Rendez-vous.be
...
Gateway
Telitas
Goldenbytes
Netsize
Ring Ring
Paratel
MCube
Operator
Proximus
Mobistar
Base
End-user
Agenda
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Belgacom Mobile – The Company
A changing market, and the Proximus approach
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From entertainment to integration in all business
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Best Of Wireless – 26/11/03
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From Entertainment…
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Existing business has started with mainly infotainment:
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Logo’s and tones
TV interaction
This area of business continues to develop through more
sophisticated applications:
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Java gaming
Music download
Increased interactivity
MMS wall papers
…
The infotainment market is evolving from simple 160 characters
messaging to sophisticated applications as the handset market
enables this type of applications.
Best Of Wireless – 26/11/03
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Proximus mobile business solutions
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Responding to 3 Business customers needs :
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improve productivity
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control cost
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generate revenues
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A customised approach
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With partners to deliver end-to-end solutions
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…To integration in all business
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Business outside the entertainment are now more and more entering
the use of mobile device as development area:
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Inclusion in distribution channel/process (i.e. use of sms for sales from a
distance)
Mobile becomes just another media in the marketing mix (i.e. mobile
advertising)
CRM tool (i.e. contacting the customer for confirming reservations to a
seminar)
…
Why?
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Penetration rates
Customer intimacy
Efficiency compared to other media
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Why? - Penetration rates SMS
SMS users
100%
80%
60%
93%
97%
96%
93%
40%
88%
82%
78%
67%
20%
38%
0%
12_14
15_17
18_24
25_34
35_44
45_54
The penetration of SMS is such that it covers an extremely
substantial part of the Belgian population.
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55_64
65+
15+
Basis: GSM-users in Belgium
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Why? - Penetration rates SMS
Awareness downloading new logos
Awareness downloading ringtones
100%
100%
14%
90%
22%
90%
80%
80%
70%
70%
60%
60%
50%
50%
86%
40%
78%
40%
30%
30%
20%
20%
10%
10%
0%
0%
total
total
Yes
Yes
No
Awareness televoting
100%
Awareness requesting info through SMS
100%
9%
90%
80%
70%
70%
60%
60%
50%
91%
40%
13%
90%
80%
50%
No
87%
40%
30%
30%
20%
20%
10%
10%
0%
0%
total
Yes
total
No
Yes
No
(N=400 Px customers; 200 postpaid, 200 prepaid)
Best Of Wireless – 26/11/03
Why? – Customer intimacy
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A mobile phone gives access directly to the user
In addition it is a personal object
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It is therefore a dream tool for any marketer, as it enables a direct
personal contact with the consumer.
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Therefore it is also a tool to handle with care as wrong use will create
more rejection than adherence:
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E-mail was also considered as a dream tool , however spamming lead to
customer rejection
Avoiding the e-mail spamming phenomena will only be achieved by
remaining close to the consumer and the respect of the applicable
laws:
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opt-in, opt-out,
clear and simple procedures,
fair trade practices
…
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Why? Efficiency compared to other media
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Push campaign
One off Pull
Continued dialogue
Action
E-mail marketing
action
Retail promotion
Loyalty scheme
Compared to
Targeted e-mail mailing Free-phone response
No comparable tool
Example
Push SMS to promote
event, call to action,…
Regular SMS dialogue with
customer (announcement,
propositions)
Comment
Cost per thousand: 107 - Cost comparable (€125)
compared to 170 with
- High response rates of
e-mail
13%
Contest on FMCG product
wrapping
- Cost per thousand €111
- High level of interaction
Mobile marketing (in this case SMS), showed a high efficiency both on
cost and response rate.
Best Of Wireless – 26/11/03
Source: Forrester research – the marketeer guide to sms
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Further evolution
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SMS continues to develop itself strongly as it did over the past three years.
MMS and Location will follow the same trend, while offering increased potentials
thanks to its multi-media capabilities.
Proximus will support actively the development of MMS like we did for SMS. As
of the moment that:
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There will be increased penetration
Interoperability will be there
The market will come to a technical maturity
MMS will definitely be a killer application.
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From:
Take-away
MMS EXAMPLES:
From: Find a friend
Weekend promo, 2
for the price of 1
INFORMATION
SERVICES
Call 906 123 456 to
Purchase now.

.
Best Of Wireless – 26/11/03
Time: 09:45, Nov 4, 2002
Conclusion
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As part of their strategy, Proximus has facilitated the use of SMS by
third parties
This has translated itself into first inclusion of the mobile device into
entertainment sector through things like logo’s, ring tones, and TV
interactivity with as main driver the generation of revenues
More and more mobile is included in non entertainment business.
Because mobile :
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Have extremely high penetration rates
Gives access to the customer like never before
Is extremely efficient in reaching the consumer
SMS, MMS and LBS provide enhanced possibilities that enlarge the
tools that are available to support the business of any company in
search of developing his activities.
Best Of Wireless – 26/11/03
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THANK YOU!
Boris Lemaire
Belgacom Mobile
BMD – Marketing – Network Services
Market Manager Network Services
[email protected]
+32.2.205.41.24.
Best Of Wireless – 26/11/03