This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" Session name: Rewriting the rules – Creative Brand Strategy for Mobile Presentation: Monetization of digital services and Telecom's skin in the game Speaker: Ehtisham Rao, Director Marketing, Mobilink, Pakistan

1. Monetizing Digital –
a telecom view
Ehtisham Rao
www.aeracture.com
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2. Business as usual@ telecom
OTT (Amazon, Google, Apple, Foursquare, Ebay, Groupon, Microsoft)
Infrastructure and Technology Development
Supply Chain Management
BSS/OSS
Marketing/
Sales
Customer
Service
Customers
Suppliers
Network Ops
Product Lifecycle Management
Customer Relationship Management
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3. Telco upheaval!
• The demand for growth outlets to offset the inexorable
decline of now mature sections of their business (voice calling
in particular);
• The requirement to invest in fixed (fiber) and mobile (4G LTE)
new generation access (NGA) systems to handle the explosion
in traffic; and
• The need to find their place in increasingly open value chains
and an ecosystem populated by fast-rising new and ultra
dynamic players, including OTT providers, device suppliers,
etc.
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4. Strategic Options?
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5. The obvious evolution
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6. What’s happening NOW?
• Half life of computing and storage costs: 18 months?
• Nano devices getting smaller but smarter
• BIG Data. Real time analytics. NLP anyone?
• Location based or contextual?
• Alternative payments as product experience
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7. Internet of things
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8. M2M going viable
$8
Legacy Services
ARPU
End To End
Services
$1
2013
Time
2020
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10. Predicting the future!
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11. Subscription economy rising!
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13. Predictions for the near years?
• Self organizing new distribution networks
• Micro Global Conglomerates from Asia
• Sacrifice online security for service as a service
• Personal Analytics and Benchmarking
• Wearable tech moves out of accessories and gets real
*courtesy Tac Anderson
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14. 5 years on, the Telco will be a…
• The Netco (network company) that has network
management as the centerpiece of its strategy, aimed
largely at a wholesale clientele through agreements with
OTT providers and the top device suppliers;
• The Servco (service company) model that does away
with the network to focus instead on marketing and
selling service packages, going more or less head to head
with OTT vendors.
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15. Basically we face a …
• A sharp drop in operators’ income and their shrinking margins
will result in a period of both direct mergers and large-scale
infrastructure-sharing deals, first at the national level and
subsequently to revived cross-border strategies;
• A decrease in group’s share prices is opening the doors to
foreign investment which will inevitably reshape the sector;
• A momentum of superfast mobile and microcells is spurring
the convergence of fixed-mobile infrastructures
(backhauling/backboning) and the rise of quadruple play
bundles;
• developments in networking technologies, and particularly
those that fall under the heading of SDN (Software Defined
Network) and cloud architectures integration. It still too early
to tell how they will affect telcos’ relationship with suppliers
and OTT companies.
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16. Monetizing non telco services
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Service Rating
Service Charging
Billing the customers
Billing the users
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Charging
Provisioning
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Sales force structure
Sales Process
Sales Training
Enterprise Sales process
methodology
Sales
Support
What is the service?
What are the touch
points?
Which platforms are
involved?
How to activate the
service?
How to retire the service?
• Support and service level
agreement throughout
customer lifecycle
• Process definition s
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