mbb in transformation(white)
TRANSCRIPT
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Mobile Data in The Name of Transformation
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Mobile Industry Evolution Roadmap
OTT
PC Internet
MobileInternet
TELCO
WAP
Digitalizatio
n
of Traditional
Industries
Handset
iOS/Android
O2O
M2M
AIBig
data
Isolated Industry SystemBreaking Through Industry
Boundary
Internet of Everything as a Service
Mobile internet is a historic stage of the evolution of Internet
Cloud
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A Thrive New World Enabled by Connection…
A Converged World Between Digital and Physical
Customer Centric
Information as Linkage
Service Based Economy
Convergence Creates Value
Characterized by Four Rules
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…While Operators Losing Relevance and Profit
1 2 3
Volume Scaling Up
Value Slipping Away
Voice
→DataRetail
→ Wholesale
Business
→ Public Utility
Network Externality
CustomerInterface
AssertControl
Communication
→ Connection
M2M
Operators create value by connecting while LOSING their relevance in
connection and FAILING to capture value in connected ecosystems.
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Transformation: 3-Wave Growth Strategy
Now
Capex 2G 3G/4G New style infrastructure, app, etc.
Penetration
Revenue
Voice Mobiledata
Digitalservice
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Mobile Data, Never as Easy as Voice to Handle
Consumpt
ion
Model
Ecosyste
m
Model
Business
Model
Operation
Model
Infrastructure
Organization
Marketing
Toolkit
Voice Mobile Data
• Use as a comm. service
• Usage predictable
• Use as a method of OTT
• Usage unpredictable
• Standardized service and billing
• Resource consuming lightly
• Personalized service and billing
• Resource heavily consumed and
precise control is a MUST
• Source generated by users
• User and operator
• Source generated by content
• User, operator ,content , etc.
• Dumb pipe operation
• Front- Back end loose coupling
• Smart pipe operation
• Front- Back end tight coupling
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Infrastructure
Dumb Pipe Smart Pipe
Network Infrastructure Info-infrastructure
Digital World Infrastructure
Physical WorldInfrastructure
E2E Integrated NEW Infrastructure
Resource Management
Network Computingand Storage
PhysicalFacilities
InformationmanagementService
Execution
Customer& CommerceManagement
Service
Management
INTERGRATED ARCHITECTURE
Collaboration
Enterprise Managem
ent
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Organization
Functional
Market product …
IT Network
Operation Data analysis
Operation policy making
Sales Operation Center
Branch office
CC
Implementation
…
Operational
Flatter ,more concentrated, more coordinated between front and back
KPI
Operation Company Organization
Functional
Market product …
IT Network CC …
Functional
KPI
Subsidiary
Subsidiary
……
Subsidiary
Subsidiary
Branch office
Branch office
Branch office
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Marketing Toolkit
customer
BIT COINBIT COIN
ONE ACCOUNT
Consuming
OTT1 OTT2 Bank Aircraft
Exchange
Consuming
。。。 Chain
Context-aware Marketing
General Loyalty Plan Customer Service APP
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If One Day … Mobile Data Turns to Be the Only Stake of Operator, Will It Be Enough to Win Back the Game Just By Following Above Advices?
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Afraid NOT !
OTT
Voice
Infrastructure
Internalizeexternalities
SNS/IM/EC...
Infrastructure
Operator Operator
Outletexternalities
Marginal Utility
Average Cost
Volume
Volume
MBB
OTT services
MBB
Valu
e S
hif
t
OTT services
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Let Mobile Data Bridge to Future Transformation
Mobile Data Big Data
Customer Paid
OTT Sponsored Digital Service
Voice
Change the Way to Capture Value
Change the Way to Create Value
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Sponsored Data
As a product• B2B product V.S. B2C product
• New media service V.S. Communication service
• Enterprise marketing budget V.S. Consumer wallet
• A competitive media solution for reasons
• Both enterprises and consumers benefit
• Pay for effect & precise advertising
Cannibalization is overanxious The nature of sponsored data
As a platform• Contacting with both customers and OTTs
• Enabling specific interaction between the two
sides
• Killer app of the platformised infrastructure
Benefits• Additional revenue source from marketing budget
• Additional value from customer base and channel
• Net additional data usage stimulated by free
Risks• Uplift revenue peak while shortening growth cycle
• Sacrifice network and customer value in the pretext
of innovation
Notes• Impossible substitution to mobile data plan
• Market size limited by mobile economy scale
• Periodical projects instead of subscription
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Operated as Digital Media Solution
Price/ MTarget Service
Promotion Service
Generalized Data
Specified Data
Specified Data+Context Awareness
DigitalChannels
Digital+PhysicalChannels
X1.1
X1.2
X1.5
Customer Base
Sponsored Data
X2.0
Pipe Value
Ch
an
nel V
alu
e
illustrated
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Platformize Mobile DataSponsored Data
Tool Raw Material Objective
Take lessons from how apple reinvented mobile phone
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Platformize Mobile OperatorSponsored Data
Infrastructure
Business
Organization
Infrastructure
Business
Organization
• Business innovation scatters and lacks endorsement from infrastructure
• Infrastructure platformisation staggers and lacks backup from business scenarios
Platform
Strategy
Dilemma of Operator Platformasition Sponsored Data as A Mover
•Renders killer app for Infrastructure platformisation
• Organization to support the deployment and operation of platformised infrastructure and business is always a problem. So it is of sponsored data.
Touchstone of transferring mindset and system from 2nd wave to 3rd wave
•Cultivates golden clients (enterprise) base for business platformisation
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Big Data
Big data
Pure / incumbentOTT
Operator-bandedOTT
Traditional verticalsOTT
Mobile data
Smartpipe
Customer
• Bit
• Transporting
• CT domain
• Information
• Storage/ computing
• IT domain
Analysis
Analysis
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Vertical Platforms Based on Big Data SharingBig Data
Enterprise apps
Consumer apps
Big data
Internet Traffic /Data Flow
Finance Transport Healthcare
Rich media
B B B B
C C C C
Create vertical ecosystems placing big data as the bearing point
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Big Data Based Business Will Prevail WidelyBig Data
Open Your Capacity Connected DevicesEyeballs
Appreciation
• Windos/iOS
• Network
platform
• M2M platform
• Cloud platform
• …
• Wearables
• Machines
• Home facilities
• City facilities
• …
• Advertisement
• Commission
• …
Open Your Data Shared Data Data Appreciation
Reduce information asymmetric
Accelerate information liquidity
Extract information value
Disintermediation trend dominated by customers is sweeping across many industries built on information asymmetric
Enterprises hug digitalization wave roundly to speed up information liquidity and acquire deepen insight
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Who will Be Big Data Public Platform Operator
Big Data
Data Bank
Finance
Healthcare
EDU
Media
Utilities
Commerce
BDPPO will play as gatekeeper between physical and digital world
• Experience Delivery
• Cross-industry Convergence
• C2B Enablement
BDPPO
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Drive Relation between Operator and OTT Evolving
Mobile Data Cooperation
NO OTT, NO MBB revenue. V.V.
Voice Substitution
VoIP as a disrupter
Big Data Fight
Information operator as common vision
Low end
Medium end
High-end
Experience
Time
VoIP
VoLTE
Product
Marketing
MVNO
• Coordination between network and app for user experience optimization
• Bundling pricing• Co-band marketing• Sponsored data
• OTT as wholesale customer
Deal with OTT relation more flexibly and constructively
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End in Some Sayings from…
As a platform, we provide the fundamental technology
infrastructure and marketing reach to help businesses
leverage the power of the Internet to ...
Given the scale we have been able to achieve, an ecosystem has developed around our platform that consists of buyers, sellers, third-party service providers, strategic alliance partners, and investee companies.
Our platform and the role we play in connecting buyers and sellers and making it possible for them to do business anytime and
anywhere is at the nexus of this ecosystem.
Our ecosystem has strong self-reinforcing network effects that benefit our marketplace participants, who are invested in our ecosystem’s growth and success.
Through this ecosystem, we have transformed how commerce is
conducted in China and built a reputation as a trusted partner for the participants in our ecosystem.
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Thanks !