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Telecom operators are facing significant pressure on their core
voice services and competition from Internet players

  
   
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Apple¶s iTunes ecosystem effectively
cuts out the operator from the billing
relation that they share with the
customer

Multiple Google services are aimed at


generating revenue on top of
infrastructure that telcos build and
maintain

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Source: Vodafone annual report
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Source: IFPI Statistics; Newspaper Association of America; Ofcom¶s Annual Communications Report, 2009
These pressures are forcing telcos to partner with a wide
range of players

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Source: Company websites
Telcos will need to take a clear three-step approach
towards developing such ecosystems

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Partnerships with key Follow consumer Adopt sequential


players in the usage trends, launch approach,
ecosystem, including lower usage simultaneous
developers, device barriers and make promotions from all
vendors, and content available multiple stakeholders
players monetization involved
models to partners

|5
The rapid rise of interactive applications on the three screens
will require operators to focus on independent developers

       


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Source: Vision Mobile, ³Mobile Developer Economics 2010 and Beyond´, July 2010 |6
The mobile applications space currently has the most potential,
following the significant success of Apple¶s App Store

   
 
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Source: Gartner, ³Gartner Says Consumers Will Spend 6.2 Billion in Mobile Application Stores in 2010´, |7
Jan 2010; Apple press releases
On the mobile platform, telcos should partner with device vendors,
third-party app stores and independent developers

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The recent spate of announcements in the PC and TV content
and applications space portend a potentially strong market
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â Yahoo¶s TV Widgets are


â Xbox 360 partnership with
â In-Stat estimates that TV apps available in over 100 countries
ESPN
 will generate over 1.7 Bn by and over 25% of all new Sony
â Roku¶s Netflix player 2013 in the US TVs
partnership with MLB
â Google TV launched

â Google¶s acquisition of â Social gaming market â Google planning to incorporate


LabPixies estimated at 639 Mn in 2009 social games into its rumoured
G and forecast to rise to 1.5 Bn
â Zynga¶s partnership with Yahoo upcoming social networking
and Google in 2014 service

Source: In-Stat, ³TV Widgets/Apps Key to Monetizing OTT Video´, Apr 2010; Screen Digest, ³Social |9
Network Games: Casual Games' New Growth Engine´, Jul 2010; Press releases
Telcos should consider partnering with Internet players that have
already made significant inroads into TV and web applications


  
      
   
   
 


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Source: In-Stat, ³TV Widgets/Apps Key to Monetizing OTT Video´, Apr 2010; Screen Digest, ³Social | 10
Network Games: Casual Games' New Growth Engine´, Jul 2010; Press releases
Differentiating the ecosystem and the service portfolio
represents a significant challenge

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â Of late, there has been a spurt in the number of telecom and media players trying to set up
ecosystems; in this rush, there appears to be a focus on quantity, rather than quality
      

â New ecosystems should strive to steer clear of the race for the maximum number of apps,
and instead focus on quality

â Developers are loath to learn programming for new platforms since that involves significant
investments on their part
   
â Similarly, content players usually cite the significant costs involved in porting content for
different platforms

| 11
A clear way to avoid the risk of commoditization is to
encourage partners to stick closely to consumer usage
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Source: Flurry | 12
Ecosystem operators should strive to lower the usage
barriers in order to differentiate their platform
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â Kindle users do not need to pay for additional data access charges globally; the cost of
i
 |  network access is built into the cost of the device
 

â This helps users focus on consuming content, than worrying about incidental costs of usage

â Kindle users can access their purchased content from the cloud on any of the multitude of
G 
 devices that Amazon offers the Kindle application on
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â This helps consumers to move effortlessly between devices, yet seamlessly access content

â Kindle¶s E-Ink screen attempts to create an experience close to reading a physical book
 

 
 â By making technology work with consumer habits, rather than expecting consumers to
change usage patterns, Amazon has separated itself from the competition
| 13
Content services delivered in the ecosystem should ensure
that they closely follow evolving consumer trends

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Ecosystem operators should also try and ensure that they have
easy-to-implement monetization models available for partners
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Ecosystem operators should adopt a sequential launch
strategy in releasing the elements of the ecosystem

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Currently, the largest After the Since the TV digital


audience for any ecosystem ecosystem is still in
ecosystem is the PC- operator has a developing
using consumer gained experience, phase, it should be
base, and they then they should approached after
should ideally be move on to mobile, gaining significant
made the first target where innovation experience on the
bar is quite high other platforms

| 16
Ecosystem promotion should be a simultaneous joint
activity between all the players

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Image Credits: Flickr users Ben Heine and FlightlessXbird