2. The conquest starts at the arrival to the beach (The launch) but there will be many
ba@les and you will need the right weapons to survive and win
Several MVNOs are about to enter several
•
mobile markets in the MENA region and
aspire to become an important regional
market shaker (“The conquest”)
Although its value proposi,on will contain
•
an aLrac,ve voice and messaging offer, it
needs to soon 3rd party and branded
entertainment offering
Next‐genera,on services could become a
•
key differen,ator in the region (as VAS are
very far behind both in terms of MNOs and
third party offerings)
mmCHANNEL is the ideal partner to
•
provide an all encompassing content
services to the mobile and the PC.
mmCHANNEL
mmCHANNEL Informa ME MVNO conference Apri 2009 Page 2 Confidential Document
3. Agenda
mmCHANNEL short intro
Examples of MVNOs using VAS to segment and gain differen,a,on
The opportunity in growth markets
The challenges of managing VAS and mul,media proposi,ons
Summary
mmCHANNEL
mmCHANNEL Informa ME MVNO conference Apri 2009 Page 3 Confidential Document
7. Capable to fully outsourced end‐to‐end VAS solu/on capable of serving under one
plaMorm not only the ini/al brand or country but further ones now or in the future
Approach descrip,on
• mmC provides a complete
outsourced SMS/MMS/WAP
MVNO
1
1
interconnec,on to local third
par,es
Brand / Brand/
• … providing innova,ve VAS
… Brand X
Country A Country B
services (music, video, games,
infotainment, etc), and
2
2
3rd party interconnection platform 1
assuming all content
management related
2
VAS service delivery platform
Country
Country
• … while giving a segment/
3
customizatio customizatio
VAS Marketing & Content management services
n and O&M
n and O&M
brand/country customiza,on
and a quality O&M service to
3
3
ensure a top user experience to
MVNO ’s clients
mmCHANNEL
mmCHANNEL Informa ME MVNO conference Apri 2009 Page 7 Confidential Document
8. Agenda
MVNO Examples using VAS to segment &gain differen,a,on
mmCHANNEL
mmCHANNEL Informa ME MVNO conference Apri 2009 Page 8 Confidential Document
10. Being a key component on their success
MOBILKING became the
largest MVNO in Poland just
3 months aner its launch in
Poland. Currently, there are
over 150 000 customers
using the service
mmCHANNEL
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15. Agenda
The opportunity
mmCHANNEL
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16. The GCC countries have one of the most hierarchical social structures and this is
reflected in the business prac/ces of telco operators
• GCC socie,es are structured in three main groups (locals,
westerners and Labourers
• Most current Telco MNO offerings are focused on the locals and
westerners
• The very tradi,onal mindset of these socie,es makes very hard
to address all these groups simultaneously
We consider one important opportunity to address those
segments with market offers with a heavy VAS focus having a
large poten,al to jus,fy the effort involved through MVNO brands
mmCHANNEL
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18. And >45% of the popula/on is 25 or below, crea/ng the right audience for
entertainment proposi/ons
Pyramid Population – Examples Riyadh City and Oman
This popula,on has their mobile phone as the main internet access device, so either
the service provider enables services or they will find them somewhere else
mmCHANNEL
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21. And UGC applica/ons (focused and in many cases with campaign orienta/ons) could
give the MVNO an edge that operators will try to find hard to match…
Upload Management
View Edi,on Promo,on
MoVidi enables users of mul,media phones to post and
•
watch video clips without the need to install special
sonware or tools.
The service runs on a wide range of mobile phones, from
•
older lower‐end phones such as the NOKIA6230i to modern
high‐end devices such as the Sony Ericsson K850i.
A “Best Of The Day” and a “Last Uploaded” sec,on” on the
•
start‐page guarantee entertainment from the first click and
will make the user become part of the MoVidi community
instantly.
Genera,ng also s,ckiness and a sense of community (very cheaply)
mmCHANNEL
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24. Look for a partner that can handle not only the technology that manage the day2day
opera/ons…
“The Technology”
Digital
entertainment
service delivery
“The evolu/on and
solu,on
revenue enhancer”
Marke,ng and Advanced mobile &
VENDOR = PARTNER
advisory services
online front ends
“The WOW and usability
Content acquisi,on
factor”
& service
management
“The back end and everyday work”
mmCHANNEL
mmCHANNEL Informa ME MVNO conference Apri 2009 Page 24 Confidential Document
25. But you s,ll need leadership and direc,on within the company, at least CMO level
sponsorship)
Marketing
Mix 2.0
Scope
• In our experience it is recommended not to create a VAS department ‐ keep your cost
under control at least un,l this revenue source grows
• But under CRM (which in fact will love to have tools to play and communicate with) and
get BD to support the content and branding alliances
mmCHANNEL
2
mmCHANNEL Informa ME MVNO conference Apri 2009 Page 25 Confidential Document
5
26. Summary
Entertainment / VAS proposi,ons are a real opportunity for MVNOs
•
MVNO needs a clear vision in terms of where they want to take the proposi,on to go
•
The opportunity in growth markets is clear and focused on underserved segments, youth
•
popula,on, new revenue models (e.g. advergaming) and UGC Mobile community
products
Challenges focus on lack of resources to execute, baLling the acquisi,on mentality,
•
nego,ate an MNO agreement to profit from this opportunity and have the technical
vision in place
Get a vendor beyond technology, set the structure to really have a partnership, don’t
•
create a VAS department but leverage CRM and BD departments
Push the services to your customers!! You don’t need ATL but a ongoing, clear and
•
structure marke,ng mix
mmCHANNEL
mmCHANNEL Informa ME MVNO conference Apri 2009 Page 26 Confidential Document
27. A Partnership for Innova,on and Profit
If you think
digital content…
THINK
mmCHANNEL!!!
mmCHANNEL
mmCHANNEL Informa ME MVNO conference Apri 2009 Page 27 Confidential Document
