acme phone - voip operator
DESCRIPTION
TRANSCRIPT
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ACME PhoneVoip Operator
Business Plan
Milano, 4 Giugno 2007
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La posta elettronica ha riportato in auge la comunicazione scritta,
La telefonia mobile ha valorizzato la comunicazione vocale
�Parlare in mobilità è un bisogno dell’individuo contemporaneo.
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Voice over Internet Protocol (VoIP) è un servizio per la comunicazione vocale
basato sul protocollo Internet.
VoIP consente agli utenti di fare chiamate a lunga distanza al costo di una
chiamata locale.
Il Voip
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Indice
Scenari
Progetto ACME Phone
Mercato
Considerazioni finali
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Indice
Scenari
Progetto ACME Phone
Mercato
Considerazioni finali
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Telefonia Fissa
Dal 1998Prima del 1998
Concorrenza sui servizi
Monopolio di accesso
Servizi ICT
Accesso a Internet
Banda Larga per applicazioni
MultiMedia
Monopolio
Reti dati
Telefonia
Servizi TLCtradizionali
Scenario
Domanda
Offerta
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t
TLCCE
Elaborazione Delta TEAM su A. T. Kearney
CR
3
avvio crescita focalizzazione equilibrio
Mobile Phone
Telefonia Fissa: stato di consolidamento
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Telefonia Fissa
La Telefonia fissa è un settore dinamico e sempre più di frammentato.
Questo è dovuto all’abbassamento delle barriere all’ingresso:
I. DeregolamentazioneII. Scorporo delle Rete rispetto agli Operatori
I principali attori attuali di questo settore sono:
- Incumbent- Ex monopolisti
- Operatori Alternativi- Pre selezione: tipo Wind- Selezione Prefisso: tipo Tele 2
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Telefonia Fissa
Gli Operatori Alternativi erodono quote di mercato soprattutto nei segmenti piùricchi delle chiamate:Lunga DistanzaIntenazionali
Fonte: Rappporto sulle telecomunicazioni delle CE 2007
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Telefonia Fissa –Operatori
Arpu Voce
€ 313,2
€ 193,5
€ 189,3
Tele 2 offre un accesso con Pre Selezione solo ad anno 2006 in corso.
Elaborazione Delta TEAM su dati ufficiali relativi all’anno 2006
Riccardo Ruggiero, Ad di TelcoIt, prevede che il traffico voce a valore per TelcoIT si ridurrà del il 33% in 4 anni!
Anche gli altri Operatori prevedono un calo significativo del valore del traffico.
1. Convergenza Fisso Mobile – F2M
2. Cannibalizzazione da Chat, IM etc
3. Pressione competitiva
4. Internet
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Dal 2004
Convergenza – F2M
Digitalizzazione - Voip
Connettività
FocalizzazioneCosto FLAT
Telefonia Fissa
Dal 1998Prima del 1998
Concorrenza sui servizi
Monopolio di accesso
Servizi ICT
Accesso a Internet
BB per applicazioni
MM
Monopolio
Reti dati
Telefonia
Servizi TLCtradizionali
Scenario
Domanda
Offerta
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Telecomunicazioni: lo spin off
t
TLC
CE
Elaborazione Delta TEAM su A. T. Kearney
Co
nce
ntr
azio
ne
avvio crescita focalizzazione equilibrio
Voip
Mobile Phone
?
Come in altri settori (IT etc…)
Nelle telecomunicazioni stiamo assistendo allo spin off della tecnologia ovvero al nascere di un mercato autonomo: il VOIP
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Telefonia: spin off del VoIP
Discontinuità:- Innovazione tecnologica- Banda Larga- Web
Tratti emergenti:
• Convergenza
• Focalizzazione su un segmenti specifici del più vasto mercato delle telecomunicazioni: il traffico Voce
• Ridefinizione della catena del valore
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Gli Operatori si stanno riposizionando verso un offerta sempre più completa sia orizzontale: Fisso + Mobile + Mobile che verticale (X + TV).
Nel grafico le quote di mercato a livello europero per tipo di operatore
Convergenza
Fonte: Comunità Europea
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2
4
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8
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12
14
16
2play 3play 4play
Internet + Fissa
TV + Fissa
Internet + TV
Other
Internet + Fissa + Tv
Internet + Fissa + Mobile
Internet + Fissa + Tv + Mobile
%
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Broad band
L’unico vincolo di breve periodo che limita la diffusione di tecnologie VoIP è la disponibilità di connessioni broadband
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Broad Band in Italia
Linee* Diretti* Adsl* ADLS FLAT
2,4 0,9 0,8 69%
2,5 25%
Elaborazione Delta TEAM su dati ufficiali
nd
* Dati in mln
0,2
1,1 1,0 1,0
20,5 6,7 50%
0,460,46 Da verificare
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Broad Band: amici o nemici?
� La diffusione della Banda ha beneficiato della pressione promozionale per la competizione fra gli operativi.
� Gli Operatori Alternativi con le loro tariffe aggressive, spesso FLAT, sul traffico voce rendono il VOIP meno vantaggioso soprattutto per le chiamate Nazionali
� Caso Skype: crescita negli USA “piatta”
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0
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2005 2006 2007 2008 2009
La banda larga: Telecom
Nel 2009 : Linee a Banda Larga12,8mln pari al 50% delle Linee attive
Fonte: Telecom Italia
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Indice
Scenari
Progetto ACME Phone
Mercato
Considerazioni finali
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ACME Phone
� ACME Phone è un Operatore “Supplementare”
� ACME Phone è un sistema integrato per la comunicazione VOIP.
� ACME Phone è un new media
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ACME Phone: Operatore Supplementare
Gli Operatori Alternativi Tradizionali, con o senza pre selezione, si sostituiscono in maniera definitiva o temporanea all’Operatore Precendente
ACME Phone invece aumenta il numero dei numeri disponibili rendendo disponibile un numero telefonico univoco raggiungibile da tutto il mondo
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ACME Phone: sistema integrato
Sistema integrato è composto- Apparecchi Telefonici USB di nuova generazione
- Software per la comunicazione VOIP- Chiamate inter network gratuite- In bound con numero unico- Out bound con tariffe vantaggiose- Servizi accessori:
- Segreteria telefonica- Ricezione File- Etc…
- Portale
- Sistema di pagamento- On line con carta di credito- Scratch card
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ACME Phone è un MEDIA
ACME Phone è la Telefonia Commerciale, ovvero la possibilità di riceve pubblicità o comunicazione in genere, in cambio di credito
NOTA: In una fase di calo del costo delle comunicazione vocale, come giustificare la pubblicità sul telefono?
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Strategia – segmento professional
Intenzioni di passare al VOIP da parte di EDP Manager
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
10 - 49 50 - 99 100 - 249 250 - 500
Fonte: Il mondo, 1 giugno 2007
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Le strategie degli operatori VoIP per raggiungere i diversi segmenti di utenti sono molto simili:
- Consumer:Consumer:Consumer:Consumer: è stato coperto attraverso il Viral Marketing ed eccezionalmente con eventi fisici, promozioni sul pdv etc.
- Target definito: utenti esperti di internet, con un costo di apprendimento nullo.
- ProfessionalProfessionalProfessionalProfessional (inteso come Aziende): è stato coperto attraverso partnership con Sw House e agenzie di vendita (soprattutto gli operatori più piccoli).
Strategia – segmento consumer
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1) puntare sui canali “bricks and mortar”, con intensa attività di promoter per entrare in contatto e acculturare una rilevante parte della popolazione finora ignorata e scarsamente attrezzata, preparata ed informata sui vantaggi della telefonia Over IP;
2) prodotto tangibile e simile per modalità d’uso in modo da ridurre il costo di apprendimento,� si vende un servizio, la tecnologia è “embedded”;
3) assicurare diverse modalità di acquisto del credito telefonico, sia web ma soprattutto scratch card, uno strumento che l’utente italiano di telefonia conosce benissimo e con cui ha grande confidenza.
ACME Phone: consumer
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Indice
Scenari
Progetto ACME Phone
Mercato
Considerazioni finali
Mercato Potenziale
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Mercato VoIp
Il Voip oggi erode quote di traffico alla Telefonia Fissa,
Il Wi Max, la banda larga senza fili, consentirà l’estensione della propria applicazione anche alla telefonia in mobilità.
Il mercato Voip esiste sostanzialmente da 5 anni. Gli operatori attivi possono classificarsi in:
1. Operatori WireLine con un servizio Voip: Telecom Italia, Tiscali
2. Piccoli Operatori provenienti dal mondo IT.
3. Voip puri (Skype, Voinage, Voicecheap) a cui si è unita recentemente Microsoft1. Hanno una brand awareness molto elevata
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Competitor: Operatori Alternativi
Gli Operatori, associano all’accesso alla Banda Larga tariffe telefoniche molto spesso Flat (con o senza scatto alla risposta).
In Italia: Wind, Tiscali, Tele 2 etc…
Infostrada
TuttoIncluso
La capacità penetrazione degli Operatori Voip presso gli Utenti con Banda Larga è molto ridotta
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VOIP: Telecom
Telecom Italia intende sfruttare il suo presidio della ADSL offrendo un proprio servizio VOIP.
L’obiettivo dichiarato è raggiungere una penetrazione del Voip pari a 45% delle linee ADLS
0
2000
4000
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10000
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2005 2006 2007 2008 2009
ADLS
VOIP
Fonte: Telecom Italia
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VoIP: new comer
Ecco un esempio di Operatori Voip certificati da Altesys (www.altesys.it) fornitore di hardware per il settore VoIP
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Concorrenza - VoIP
I Player con una brand awareness molto elevata
- Skype (posseduto da ebay)- 195 mln di utenti
- MSN Messenger di Microsoft che ha di recente inserito l’applicazione Voip di Verizon- Over 200 mln
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Strategia - Competitor
La strategia dei principali competitor si fonda su questi punti
� Economicità/Gratuità delle chiamate
� Networking
� Viral Marketing
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Skype
0
50
100
150
200
250
Q1Y
04
Q2Y
04
Q3Y
04
Q4Y
04
Q1Y
05
Q2Y
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Q2Y
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Account Fatturato
• Utenti: 158 mln, cresciuti di 48 volte in 3 anni!• Fatturato 75mln, raddoppiato in a anno• Dipendenti globali: 500
Arpu $ 1,6
Q1Y07 primo risultato economico positivo
Fatturato
Elaborazione Delta Team su fonti Ebay
SkypeOut
98%
Altro
2%
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Voip - Sono così grandi?
Il numero di Account è indice attendibile?
La proliferazione degli account è un fenomeno noto e molto diffuso nel caso diemail o sim per la telefonia mobile (vedi allegato)
La facilità di apertura e la gratuità di gestione dell’account spinge persone ad attivare utenze mail, telefoniche per usarle- temporaneamente per sfruttare una promozione o far fonte ad un’esigenza temporanea e poi smetterle di usarle senza tuttavia disattivarle
Il fenomeno inverso è la commistione di utenti che usano il medesimo account con finalità diverse: per il lavoro, per gli amici, per componenti dei forumetc.
Nel caso del settore VOIP si aggiunge l’elemento che si può essere utenti “non paganti”. Ovvero usare l’istant messaging o la chiamata fra utenti, quindi senza nessun costo.
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Indice
Scenari
Progetto ACME Phone
Mercato
Considerazioni finali
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Scenario - Considerazione finale
1. Il traffico voce è ormai una componente marginale del fatturato del TelcoCompany1. È destinato ad essere banalizzato e diventare un accessorio a costo
zero del servizio a banda larga.
2. Mercato poco concentrato1. Ad alcuni leader per brand awareness si affiancano una miriade di
piccoli operatori dalle strategie vaghe e di breve periodo.
2. Inserimento di una molteplicità di operatori
3. Le Telco company stanno facendo enormi investimenti in comunicazione per acquisire clienti,1. Infostrada con Fiorello e Buongiorno ha 2,5 mln di clienti e solo 1
mln diretti.
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1. Il Settore può rivelarsi fertile per gli operatori capaci di:
1. Visione globale
2. Modello di business adeguato1. 1Player
1. Costi bassi1. Incumbents con la loro struttura dei costi
mastodontica avranno enormi difficoltà a riciclarsi.2. X Player
1. offerta innovativa, integrata ed economica
Scenario - Considerazione finale
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Modello –Considerazioni finali
1. Offerta verticale 1Player Voip richiede un modello di business adeguato
1. Grandi Numeri, piccoli margini, costi bassissimi
2. Brand Ignoto
1. Accrescere la Brand Awareness in un settore caretterizzato da enormi investimenti da parte degli Operatori Nazionali e Posizioni dominanti degli Operatori Voip richiede consistenti investimenti
3. Apparecchio Integrato
1. Verificare interesse dei Retailer per un Operatore verticale su business marginale (telefonia fissa)
2. Comprare per Rivendere:
1. margini max 20% e rischio di accedere a prodotti maturi
3. Curva dei prezzi discendenti
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Indice
Scenari
Progetto ACME Phone
Mercato
Considerazioni finali
Mercato Potenziale
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Delta Team consulting
Gianluca Greco è business consultant di Delta Team, mail: [email protected]
Ha maturato esperienze e sviluppato competenze nei seguenti ambiti: riorganizzazione aziendale, strategie commerciali e posizionamento commerciale, sviluppo modelli di business, valutazione di azienda. E’ autore di numerose pubblicazioni sui temi della distribuzione e del marketing.