Friday, October 30, 2009

eComm Highlights (part II)

Keeping up with the previous two days a fantastic day at eComm at Amsterdam, ideas pouring, challenging audience. Politically incorrect but valid things said on stage, you will never hear that in other events. A bunch of quick notes summarizing the first and last days:

Martin Geddes, BT: "goodbye minutes, welcome moments"
Current voicemail (automatic messages left by IVRs, etc.) ineffective: relies on customer acting, doing + poor user experience + inefficient + unsecure (how to re-authenticate customer call back? how do I know message is from tax agency and not from a fraudster?)
What can be done to e.g. enhance voicemail:
1. use better existing channels (e.g. phweet)
2. insert/update/delete APIs (chargable events) + high definition audio + personalise interactions + smarter containers for messages + add multimodal channels

Sample revenue opportunities for new-think voicemail:
• connect: message informing or asking to contact.
• interact: avoid CRM call by using smart containers (e.g. data in the message avoids the call).
• transact: collect payment on behalf of the enterprise.

James Enck mCapital:
Future is not going to be a repeat of the past. World is not going to be the same.
So ... what do we have to say about all this? Are we a serious industry allocating capital to Kindle, iPhones, etc.?
Greatest value will be found in solving real problems (some of which we haven't found yet): Awareness + engagement + investment + reorientation.

J. Salanave, IDAE: Telecom in 2015: death or bazaar
Future scenario for telcos? Model possible outcomes as a 2x2 matrix:
• Telecom market expanding vs declining-stagnant
• Competition integration model: concentrated-vertical vs fragmented-horizontal
4 possible outocomes
• Silent death: surviving of the fattest, perhaps bailouts from governments and becoming utilities
• Market shakeout: service providers entities mixing device partnerships, spectrum, brands. Probably forced by investors.
• Clash of giants: vertical integration + optimized content + RCS + succeeds.
• Generative bazaar: open model prevails.
Bazaar means do-it-yourself connectivity? No, some entity will be needed to provide interconnection (key aspect) and other services.

Rudolf van der Berg, Logica: "almost everything in telco services is wrong"
Telcos not satisfied being an utility, they see no value being vodafone, they invest in being apple/google/etc.
All telcos offer the same, stuck in a standard value proposition. Telcos fail at innovation.
But ... other approaches are possible and successful in the real marketplace: everything for 30€. How? Keep back-office simple; finances and business cases are simple and transparent, not faked; offer the best product; deny competitors competition on price or capacity. 1000 total staff, 850 staff in call centres.
How to copy Accept you work for a telco. Think cool things. Simply billing with single contract + top ups.

G. Leonhard :
Media future: Must transition from ego-system to ecosystem, and, by the way, driven by capitalism, not by goodwill or philanthropy. Price moving from expensive to cheaper (but not cheap enough) to flat rates and bundles. Pricing logic will flip: lower prices, ubiquitous access.
But content pricing and licensing can’t be solved without engaging ISP, advertising, right holders, social networks (recommendations, trend setting). Spotify solved it, paying 0,1 cents per song, but it might become a time bomb if there are no upper caps.

After these 2 last post, we will prepare for coming week a post explaining the view of Solaiemes about the Telecom trends, and the possible scenarios of next decade telco/communication industry, stay tunned, and remember, the debate is open

Jose Recio

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