Transcript No Slide Title

‘The Martini Effect’
Any Time, Any place, Anywhere!
Anthony Harford,
Business Consultant, BT Wireless
Tel: 0121 230 2719
Email [email protected]
Location
BCA Edinburgh, 15 February 2001,
Agenda
1
BT Wireless Credentials
2
The Market Drivers
3
The Corporate View
4
Consumer Internet
5
Review
BT Wireless
Leading the Mobile Data Wave
1999
2000
2001
2002
2003
SMS...Live Information Services...e-mail
Mobile ISP
WAP
GPRS
UMTS
M-Commerce
Market Drivers
The mobile market is at a point of inflexion
Drivers of Transformation
Customer
Needs
Globalisation
Deregulation/
Spectrum
Data / Internet
Next
Growth
Wave
New
Technology
User
Applications
Increased
Competition
Economics
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
…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
Intense competition for
customer attention
MTV
Infotainment
Psion
Lastminute.com
Palm BSkyB
Genie
Sony
iobox
Handspring
Yahoo!
AOL
Nokia
Reuters
IBM
Devices
Tesco
Vodafone
Orange
BT
Networks/
Platforms
Virgin
Mobile
Barclaycard
Sega
NTL
Carphone
Warehouse
Playstation
Applications
Trafficmaster
M-Commerce
The Corporate View
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
General Packet Radio
Service: The always on Wireless
network
GSM
GSM
Base -Station
GPRS
Third Party
Data Network
Internet SP
(WWW)
Companies
Corporate LAN
Applications Investment
The right Terminal for the right
application
What will Corporates value?
•
•
•
•
Email, Calendar
Intra-net Information
E-commerce
Video still image
Road / Traffic Info; Railway mgmt.
Fleet management
Management; Helpdesk; Security; Synchronisation; ASP’s
Mobile Commerce
Segmentation
Virtual
workspace
Personal
world
Capture &
correspond
N/a
Field processes: sales,
engineers;
Target sectors?
not fixed machines
‘mass’ versions of
corporate solutions
‘mass’ versions of
corporate solutions
Smaller applications too much customisation
Smaller applications too much customisation
Little premium for
mobility
Small opportunities
corporate
Intranet access
SME
M
S
consumer
Internet + Extranet
access
N/a
Marketing
to base
Blurred work and
home worlds
Youth;
Internet access;
E-commerce + info
partnerships
Customer databases;
channel for others to
reach our customers
priority
high
priority
low
Machine to
machine
Mobile machines
M-Commerce
Consumer Internet
Vertical Brand Portals
VW
CONS
CORP
C&C
MtM
SM
E
PW
high
lo
w
Business
DIY
Cross Over
Life Style
Managed
Horizontal Brand Portals
VW
CONS
CORP
C&C
MtM
SM
E
PW
high
lo
w
Aimed at Mobile
Life or Workstyle
Managed
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
Available
• Easy to access
• Easy to use
• Actionable
Relevance
• Time critical
• Real time
• Scheduled
Which applications are Valuable?
What are the Value
Propositions?
Application
Business
value
High Personal
value
Calendar,Mail
Schedule
Involves
money
Free
Information
Value
Business
Critical
Transport
Terminal
Portal
3G
Specific
device
Business/
Personal
High Speed
GPRS
Low Speed
GPRS
PDA/GPRS
Corp Man
GPRS WAP
Phone
Corp DIY
Will pay for
WAP GSM
WAP Phone
Vertical
Like to know
GSM
Phone
Horizontal
User Critical
Time Critical
M-Commerce
Review
An enterprise solution that happens to be
wireless.
Internet
GPRS
Terminal
Application
Security
security
Operating System
Form Factor
Radio Testing
Applications / Integration required
Network
Interconnect Integration
Encryption
Coverage
ASP/In House
End to end
Internet/Fixed Line
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?
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!
‘Thank You’
Also available for weddings and after dinner speeches
Anthony Harford,
Business Consultant, BT Wireless
Tel: 0121 230 2719
Email [email protected]
Location
BCA Edinburgh, 15 February 2001,