1.
The impact of Mobile Web 2.0 on the
Telecoms industry
Web 2.0 Expo - Berlin
Ajit.jaokar@futuretext.com
Nov 2007
0 Copyright : Futuretext Ltd. London

2.
Ajit Jaokar - many hats
Ajit Jaokar
UK based - Hands on Publisher (futuretext) - Author (Mobile
Web 2.0) - Chair: Oxford University's Next Gen Mobile
Applications panel - PhD student UCL/UK
Recent and forthcoming talks include
Stanford University - MIT Sloan
Web 2.0 expo - Ajaxworld
The Scoble show - CNN money
BBC - Oxford University, Heise, Inc
The O Reilly radar, European parliament
Global top 20 wireless blogger
According to fierce wireless
www.opengardensblog.futuretext.com
1 Copyright : Futuretext Ltd. London

3.
Ajit Jaokar - alliances ..
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4.
Roadmap ..
• Social networks and mobile
• Impact of social networks on business models
• The changing nature of the Telecoms industry
• Mobile Web 2.0 and the deep blue sea problem
(uniqueness of mobile)
• Interactive
• Accent
• Verbose.
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5.
Goals??
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6.
Roadmap ..
• Social networks and mobile
• Impact of social networks on business models
• The changing nature of the Telecoms industry
• Mobile Web 2.0 and the deep blue sea problem
(uniqueness of mobile)
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7.
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8.
Tectonic plates ..
Media, Telecoms and Internet
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9.
Don’t forget the web in Mobile Web 2.0 because Web
companies are driving the future of Mobile ..
Mobile Web 2.0
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10.
Anyone for Apple Pie?
The era of the Networks - 2000 to 2007
The era of the devices and customers has dawned ..
“If sharing revenue brings a bigger (APPLE?) pie to the table,
then we’ll be happy to share that pie . . . The revenue-sharing
model will play an increasingly important role in the future of
converged communications.” Peter Erskine, the O2 chief
executive !
It is the customer who decides who wins ..
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11.
Google ..
We want to create a whole new mobile
experience for users
Eric Schmidt, Google
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12.
Customer is winner (king) ..
Customer is King
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13.
Meta data ..
If Customer is King - then Meta data is King Kong
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14.
Umbrella social networks ..
People will no longer making a distinction between web and
mobile. The social network is increasingly becoming the point
of interaction and often the first and increasingly the only
point of contact for people. This affects all applications
development (all applications will be modelled on facebook
apps and span the mobile web and the fixed web)
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15.
50 million MySpace unique visitors - Comparable to -
number of American households that tune to Superbowl
100 million YouTube videos every day - Comparable to
Top 15 primetime shows in England (100 million
viewers) or Top 4 American shows
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16.
Perspectives ..
● Power is moving away from the old elite
(Rupert Murdoch, CEO NewsCorp.)
● Our industry is facing a profound challenge from
home-made content
(Tom Glocer, CEO Reuters)
Source: Arthur D. Little
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17.
The world will go on ..
Whether we like it or not!
People will find new ways to communicate ..
Because they always have!
So, is it not time to join the party?
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18.
I am not talking to you if you are not in my network!
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19.
Mobile Youth? - The youth are talking - and not necessarily mobile ..
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20.
The youth are reading a book ..
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21.
Unfortunately, that book is called 'facebook'
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22.
And its all about new connections and
relationships ..
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23.
And it only gets better or worse depending on
your viewpoint .. Limited attention spans ..
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24.
Questions?
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25.
Roadmap ..
• Social networks
• Impact of social networks on business models
• The changing nature of the Telecoms industry
• Mobile Web 2.0 and the deep blue sea problem
(uniqueness of mobile)
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26.
Part of a much older problem .. Everyone
wants to get in bed with the customer
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27.
Value chain ..
Advertiser Content Content Web Consumer
creator distributor aggregator
Web aggregators is a different type of distributor. Everyone is
trying to bypass the traditional distributors. Distributors are
having to evolve. Dis-intermediate …
Distributors - Cable companies ; Web aggregators - YouTube
Advertiser to consumer - bud.tv, MVNO, IPTV
Content creators - like to go to Web aggregators
New distributors are coming in - freeview
set topbox $70 and 10million units in 2006
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28.
Advertiser Content OPERATOR Web Consumer
creator aggregator
The Operator is a type of distributor and is facing the same
problem which other distributors are facing
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29.
A fork in the road for former partners?
DIS-tributor v.s. Dis-Intermediate
Content Customer
creator
Content
OPERATOR
distributor
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30.
Broadcast yourselves .. But ..
New media is talking about old media ..
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31.
Strategies ..
Overall strategy
• Content owners ( Maximise revenue, Protect content)
• Distributors (operators) - ex: Cable TV - Managed
distribution/Walled gardens, )
Content owners:
Open distribution
user aggregation
Community
Leveraging assets
Content distributors
Long tail content - cheap (free!)
UGC = lower viewership for traditional content = lower license
fees at next round of negotiations=lower money to make
content
Community .. And customer intimacy!
30 Copyright : Futuretext Ltd. London

32.
Questions?
31 Copyright : Futuretext Ltd. London

33.
Roadmap ..
• Social networks
• Impact of social networks on business models
• The changing nature of the Telecoms industry
• Mobile Web 2.0 and the deep blue sea problem
(uniqueness of mobile)
32 Copyright : Futuretext Ltd. London

34.
Why bother with Mobile Web 2.0?
Where is the growth going to come from in
our industry?
Web growth is proven.
Mobile Web growth is not.
Can Mobile Web 2.0 help?
http://www.pipes.org/Ephemeris/ea73/ea73a25.gif
http://www.finfacts.com/irelandbusinessnews/uploads/googmsftnov212006.jpg
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35.
Factors driving change ..
• The financial community
• The battle for eyeballs
• Consumer attitudes are changing – social acceptance of
online dating
• The growing MySpace generation
• Other intermediaries from content to consumer –
Slingbox
• VOIP is making voice cheap/free (traditional revenue
models)
• User generated content is becoming more prevalent
• New models (Blynk)
• Storage on device
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36.
Changing worlds ..
• 99% reliability
• 18 months lead time
• Silo mentality
• Interoperability – not a priority
• Data apps: low priority
• No unpipe
• Social networks, Connecting people vs. the media industry
• Iterative development, Converged development
• Network itself is becoming lower in value
• Edge of the network is becoming more important
• New services without changes to network (separation of
service layer from network layer)
• Complex but longer tail services vs.. Existing simple services
with mass demand
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37.
Changing nature of Telecoms Assets
• Going from specific apps (sms) to leveraging assets
• What assets to leverage?
Location (based advertising)
Data mining trends based on customer historical
information
APIs such as Billing
• Abundance in traditional areas (free voice!) vs.. New
areas of leverage (scarcity)
• The new areas of leverage now become the core assets
• IMS helps to leverage these areas into APIs
36 Copyright : Futuretext Ltd. London

38.
Roadmap ..
• Social networks
• Impact of social networks on business models
• The changing nature of the Telecoms industry
• Mobile Web 2.0 and the deep blue sea problem
(uniqueness of mobile)
37 Copyright : Futuretext Ltd. London

39.
Overview ..
What is Web 2.0
a) Web as a platform:
pets.com TV (v.s. Google)
A web of mainframes?
Connecting the farmer in Africa to the rest of the world.
b) Harnessing collective intelligence : Google page rank
The platform is the Internet,
On the Internet, the rules are different.
Information sharing is actually better than information hoarding.
With enough people sharing information – you build a database and
the database becomes bigger and better with incremental users
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40.
A blue chair is a chair ..
A concept cannot exist in
isolation. Mobile Web 2.0 must
be defined in context of Web
2.0
http://www.whittlepainters.com/images/avalon/black%20avalon.jpg
http://www.latoys.com/new/images/16603_avalon-chair-blue.jpg
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41.
Embodiment of the sixth principle ..
Web 2.0
Web As A
Platform
Harnessing Rich user
collective experience
Intelligence
Data is the
Intel inside
S/W above a
Single device
Light wt
Programming
End of the S/W
models
Release cycle
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42.
What does it all mean?
When we extend this definition to ‘Mobile Web 2.0’ – there
are two implications :
a) The Web does not necessarily extend to mobile devices
b) Even though the Web does not extend to mobile
devices, intelligence can still be captured from mobile
devices.
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43.
Capturing Mobile intelligence
• Capturing intelligence at the point
of inspiration
• Tagging
• Unique data elements like location
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44.
Not ringtones etc (packaged content)!
Mobile Web 2.0 != Packaged content
(ringtones)
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45.
Harnessing collective intelligence: Mobile devices
(b) The web
Mobile Web 2.0: Harnessing backbone – but not
necessarily web
collective intelligence through protocols end to end
restricted devices
(a) – harnessing
collective
(c) The PC: Selecting
intelligence
and configuring the
service
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46.
The Deep blue sea problem …
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47.
Walk on water .. What value can be added?
What value can Mobile add to the Web without losing the ethos
of the Web?
TIM - Dr Massimo Valla's team - sharing context from mobile devices.
T-mobile - Dr Joerg Heuer in Berlin - Identity
France Telecom - Martin Duvall
Nokia - Ovi
SoonR - Enterprise, OMTP, Opera - for browsers ..
ODP - On device portals ..
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48.
TIM ..
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49.
Internet (IP)
Mobile Internet
WiFi, Wimax,HSDPA, DVB-H,
WCDMA, Bluetooth, IMS
Maps, LBS and
Geotagging
Music
Entertainment
and games
Full web
Browsing/ Search
Communities
Images: blogging, sharing,
Video, IPTV and
geotagging
mobile TV
VOIP, voice, messaging
Context, Payment, security, Identity
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Customer centric mobile value chain: www.opengardensblog.futuretext.com

50.
Recap ..
• Umbrella social networks ..
• Mobile Web 2.0 and the deep blue sea problem
(uniqueness of mobile) - Embrace the ethos of the web and
yet add something new
49 Copyright : Futuretext Ltd. London

51.
Questions?
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52.
Mobile Web 2.0
www.futuretext.com
www.opengardensblog.futuretext.com
Ajit.jaokar@futuretext.com
Contact me for IMS and Web 2.0 or for
meetings at the conference
Thanks!!
All images from Google images or their respective copyright .
51 Copyright : Futuretext Ltd. London