Mobile Internet World - Day 3
By identity on Nov 15, 2007
The first edition of the Mobile Internet World conference is now in the history books. It was certainly well-worth my time to participate. Attendance declined a bit today, but I enjoyed most of the sessions more than yesterday. The highlights of sessions I attended are included below. Tomorrow, I'll post a summary of overall themes.
Mobile Internet Now & Tomorrow - An Operator View (Alexandre Froment-Curtil, Head of Vodafone live! and Mobile Internet, Vodafone Group Marketing)
- The Eurpoean mobile Internet market has 100 million active subscribers using data services and shows 80% YOY growth in mobile music revenues.
- Key factors in DSL / Broadband growth were content availability, pricing simplicity and network speed. Mobile internet growth will probably depend on the same factors
- Vodafone's marketing slogan is "Take the Internet Out - It's now on your mobile ... make the most of now."
- Vodafone is very bullish on this market. They believe that mobility will transform the Internet. Mobile will become the dominant tool for Internet access.
- 4 babies are born every second in the world; 32 phones are sold every second (8 phones per baby!)
- The customer of tomorrow will:
- Be highly connected
- Use multiple interfaces / devices
- Access at all times of the day
- Maintain an online identity - live in the online world
- Successful services will integrate four dimensions of customer's life (content, space, people, time)
- Vodafone is confident about the role of operators
- In conclusion:
- The journey has begun - we have begun to experience success
- There is one internet - different ways to experience it
- Operators must build on customer trust and offer a converged and open service environment
The Evolution of Mobile Broadband (Ray Dolan, SVP Strategy and Market Development, Qualcomm Enterprise Services)
- Convergence in the wireless world depends on
- Network evolution
- Mobile device evolution
- Service escalation
- New, powerful processors will put more power in the handset. The Snapdragon processor is 1ghz, dual core, low power consumption.
- The iPod blurs the boundary between PC and phone.
- We must deliver increasingly powerful services for customers.
- UMB and WiMAX will likely co-exist.
Mobile Internet: Realizing the Business Potential in the New Multimedia World (Pankaj Asundi, Vice President Media and Content, Ericsson)
- The "My Life" video was a great depiction of potential of global interaction via online connection, as told by person in the future recalling digital interaction events of the past.
- We must think how services may affect users in their lives.
- "Digital natives" are those that grow up in connected world.
- The rich digital lifestyle is changing consumer behavior.
- We must sure people get what they want, when they want it. Users must be at the center of the design process.
- The mobile media value chain is transforming rapidly, including advertisers, media companies, aggregators, carriers and consumers (acting both as generators and consumers of content).
- Multiple industries (telco, web and new media) are addressing consumers (same wallet, same attention span) from three different angles. The three industries need to come together.
- Participants in the value chain must:
- Reach the user across multiple channels and platforms.
- Engage the user by richer and more compelling services.
- Monetize the user by leveraging customer insight and adapting musiness models.
- Software vendors will take over the mobile industry, as they took over the computer industry in late 1980's.
- The mobile device is becoming the primary user device - not the laptop or PC.
- We are too technically focused. We must focus on creating environments on mobile. Transactions will come after creation of environment.
- Mobile advertizing is the next frontier. One third of the $120 billion in TV ads are DVR'd and skipped. This will drive a big shift from TV to mobile and social media on the web.
- We must not focus on mobile as a single medium. The challenge is to bring many media types together.
- Demographics are no longer the most important advertizing factors. Behavior is key.
- Brands will need to engage with specific audiences they wish to reach. The mobile device and be the ultimate method for carrying on dialog with consumer.
- The phone is a social device. The killer app is conversation. That fundamental concept begs to be leveraged.
Executive Roundtable: Mobile Internet Ecosystem (Panel discussion led by Berge Ayvazian, CSO Yankee Group, Conference Co-Chair)
James Pearce, Vice President of Technology, dotMobi (.mobi domain)
Donovan Neale-May, Executive Director, CMO Council
B. Craig Cumberland, Sr. Director Technology and Applications Marketing, Nokia
Lawrence (Larry) Moores, Vice President, Global Marketing and Product Management, Real Networks
- The ecosystem includes everything from the handset to the rest of the world.
- Customer expectations goes ahead of technology adaptation - continues to challenge technology.
- Consumers are suffering "function fatique and feature frustration" on handsets, while not necessarily getting functions they want.
- Developers are a critical part of the ecosystems. One positive thing about Android is that it puts developers at the front of the queue.
- A large percent of smart phone users are active users of mobile Internet.
- SMS has not yet been leveraged to its potential.
- We are still struggling with compelling user experience - just not there yet.
- Content licensing or Digital Rights Management are big problems
How Carriers Drive Revenues from the Mobile Web Today (Jon S. von Tetzchner, CEO, Opera Software)
- Opera's vision is to provide the best Internet experience on any device.
- 26 million people have downloaded and used Opera Mini
- Widgets are a method of providing special user experience within a web brower. Over 1500 widgets have been developed for the Opera browser. WC3 is working on widget standard.
- Examples of carriers successfully using the Opera browser include T-mobile, KDDI and Vodafone.
- Search and navigation will be starting point for all mobile media.
- No one portal will serve needs of all people.
- Search should be optimized for the phone.
- Content can't just be transcoded. It must be understood and translated to the small screen.
Bob Geiman, Polaris Ventures
Jeff Glass, Bain Capital
B. Lane MacDonald, Alta Communications
Dinesh Moorjani, IAC Search and Media
- Key trends and challenges
- Is the mobile Internet different than the Internet?
- Will new brands be created or will existing brands move to this space?
- Will carriers let new brands emerge in this space?
- Can you build your own brand in this space?
- Without the right capacity, services become meaningless - are investments happening to enable this?
- Carriers would rather that video streaming not happen on the cellular network. New networks are needed.
- The tremendous number of permutations of handsets, operating systems, code bases, etc., is not solved yet.
- The one-to-one interface of the mobile is attractive for targeted advertizing. Its potential is enormous.
- Carriers hold the bulk of power in the industry - determination of who wins depends largely on them.
- The iPhone has increased general awareness of the potential of mobile devices, but Apple is not friendly to companies who want to chart their own destiny.
- The Google-led Open Handset Alliance is generating buzz but it is too early to tell about success. Google becoming a dominant force in mobile doesn't necessarily foster innovation, because they can squash startups.
- Advice to Startups:
- Startups need to balance working through carriers and selling direct to consumers, providing multifaceted distribution channels
- Think about mobile's strong opportunity in developing markets.
- Learn from those who have gone before you - figure out what is working - refine the model to get scale.
- If you are trying something that is not working, find new ways leverage what you have ; build strategic assets.
- Pay attention to the folks in the value chain that can say yes or no along the way. Have a value proposition that can satisfy needs of everyone who can say yes or no.