Openness in the telecommunication industry

Openness in the telecommunication industry
Open with care or care to open?

Carlos Domingo
Director, Internet and Multimedia Lab
TELEFÓNICA I+D
June 19th, 2009

© 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal

Telecommunications industry will need to reinvent itself to face
challenges ahead

Revenue growths in traditional …and strong co-opetition for
broadband and mobile markets new revenue sources is
are diminishing… emerging

Cumulative Annual
Growth Rate (Percent)

Mobile
Internet
Services &
Content

Differentiation from competition and identifying new
sources of growth is critical
TELEFÓNICA I+D
2

Innovation will be key but we have to change our mindset to
innovate differently…

Environment changes
From
•  Pressures on TTM, shorter
development cycles, permanent Beta
as a must

•  Knowledge is spread everywhere
and is a not preemptive resource

• Increasing information availability

• Global Markets but finer
segmentation

• Coopetition versus competition

• Here come the Prosumer
….
To

TELEFÓNICA I+D (*) Analogy borrowed from Henry Chesborough


… that for Telco’s particular case is represented on five paths
to openness
Open to
Consumer
Open
Innovation
Open the
Network

Open to
Employees
Open to
Developers

TELEFÓNICA I+D
4

Opening conversations with customers to really
understand them and foster co-creation

Transparency and simplicity on
communication, tariffs, billing, offer
and, of course, claims

Co-creation and two ways
conversations with customers

If you’re no longer speaking your customers’ language, if
you no longer live in their world, the disconnect will be costly

TELEFÓNICA I+D
5

Going beyond traditional partnerships to establish
open innovation networks…

Startups and
SMEs

Universities &
Technology
centers

Large
corporations

TELEFÓNICA I+D
6

Although not something easy to do….

Remember last year experiment
after the “friendly” operators panel
at Mobile 2.0 Europe?

Only 4 companies contacted me:
 One just with an idea, no product to
test or see
 One with a product in a category
already had one (and happy with it)
 One in a category we were not
interested
 One ended up participating in a RFI
(did not make to RFQ it though)

Let´s continue trying!!!
TELEFÓNICA I+D
7

… while fostering the internal culture of innovation
to harness employees’ untapped talent…

Bottom up Idea generation Using Web 2.0 Tools

Implementing mechanisms to allow Boosting internal conversations
any employee to propose an idea for and co-creation
a new business opportunity.

Transparency Great Place to Work

Information has to flow inside the Building a better society, by transforming the
companies, no more limited visions companies workplaces.

“…open innovation does not mean killing internal R&D,
you need smart people to talk to other smart people…”

TELEFÓNICA I+D


… and openning our Networks as a Service to
cover the long tail of innovation

Telcos are finally realizing that there are major
advantages to be leveraged by becoming an open
‘service platform’ to reach the long tail of
developers without getting on their way

Telco companies has unique and valuable
assets that potentially could be mashed-up
with the others
Call Control Device access/control
Service Delivery
Infraestructure Mobile Internet SMS
QoS Identity Charging Location

TELEFÓNICA I+D
9

…but realizing that network resources are not the only
telco assets interesting for developers

Exploit user insight to deliver personalized services

Context-awareness
To know any relevant
information for each
particular situation

Telco social graph
To know customer’s social
context & social spheres

Personal

To know the person behind
the customer

TELEFÓNICA I+D
10

and trying to make the developer’s dream come true:
One API to rule them all!

Network fragmentation Device and OS fragmentation

Network independence Device independence

TELEFÓNICA I+D
11

…and showing you the money!!!!

TELEFÓNICA I+D
12

It is a long trip but the industry has started to walk the talk

UX and Living Labs

Open to
Consumer
Open
Innovation
Open the
Network

Open to
Employees
Open to
Developers

TELEFÓNICA I+D
13

Openness in the telecommunication industry

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (12)

En vedette

En vedette (6)

Similaire à Openness in the telecommunication industry

Similaire à Openness in the telecommunication industry (20)

Plus de Mobile 2.0 Europe

Plus de Mobile 2.0 Europe (10)

Dernier

Dernier (20)

Openness in the telecommunication industry