PROVIDING CONTENT FOR MOBILE OPERATORS: PRSP/SMS/WAP
Post on 13-May-2015
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PROVIDING CONTENT FOR MOBILE OPERATORS: PRSP/SMS/WAP
SO….WHY ARE WE HERE AGAIN?
I plan to talk about- What is content? A (very) brief overview.-”The ping Factor” – serving content on the network.- It can’t be done – Challenges in mobile content creation .-”I’ve seen that before”. Content success stories- “I want to do that! Where do I start?” - opportunities for application and career development.
Content Players and Models
Cable and TV IPTV, HDTV, DTH, DVD online rentals Subscription based, VoD, pay per channel/view
Online distribution Ad supported, subscription, eCommerce
Mobile content (MSPs and MVNOs) Browse, download, messaging Mobile TV, video and audio clips, ring tones, games
Outsourced managed services providers
Super Enablers, Distributers, Publishers
MOBILE CONTENT – 2 BROAD CATEGORIES
Handset Personalisation:Ringtones, logos, wallpaper, java games,
Java applications – Phone furniture Information and Entertainment:
news, weather, share prices, sports updates horoscopes, jokes, trivia, pick-up lines : general broadcast alerts (info and entertainment)
“What did this house sell for last?” “What is the price of Equity shares?” : tailored information services (premium)
Reminder services (partner’s birthday, pick up car from service etc) : personal alerts
DELIVERY MECHANISMS USSD
Unstructured Supplementary Services Data It’s the Telnet of the mobile world Can be used to request a diverse amount of content via
USSD menus. SMS
Short message Service I think you know what this is….the email of the mobile
world Pushs short text content
MMS Multimedia messeging Service The HTML Email of the mobile world – attachments!
WAP The browser of the mobile world Very wide variety of content – applications, pictures…etc
Direction of evolution
Flat rate pricing Value based pricing
Quality of Service Quality of Experience
Do it all? Collaborate and Share
Creative content More, more & more content
Access to customers= Control
Increasing controlof Content
Content
Creation
Content
Aggregation
Content
Repurposing
Service
Provisioning
Delivery
over network
Play on
Devices
Content Value Chain
Cost of storing and transmitting digital content getting lower
Collaboration and Innovation is the key
Service Providers tried creating own content but not very successfully
Web 2.0 and user generated content
Generation of embedded players
Support for multiple formats
Emergence of wireless, NGN, IP networks
Online DVD rentals (buy content)
More powerful, multi format devices – HDTV, mobile phones
Vertically Integrated Players
Partnering is beneficial, inevitable Granular charging, reaching to real time customers
VALUE ADDING
Using your phone, you access your preferred mobile portal
You are interested in Football World Cup You want alerts? Goals? Half and full time
results? Standings only? Next matches? Would you like a ringtone with that? Maybe a
country anthem? A team logo? Video of the goal?
How about accessing the m-commerce area to see if there are tickets to the game available?
Want to pay via your phone bill/ZAP? Why not!
Partner Revenue Sharing Models Percentage Revenue Share Model (most common, several
versions in use) Linear model, SP pays % of revenue for each generated event to
content partner Paid up front
Content is purchased up front, content partner may receive statistical information
Collect up front, share on usage Sell the bundle and collect upfront from subscriber, share revenue
on download/usage events Stepped Percentage
% revenue share, % share changes upon reaching predefined volume of events
Stepped Absolute Amount per Event Absolute amount shared per event based on revenue generated in
given billing period, amount changes upon reaching predefined revenue level and more
…
GamesService Provider
SubscriberLogo
Service Provider
Host Operator
Rating and Billing
Subscriber pays$ 1 per Logo
$ 10 per Game
Settlements
UsageEvents
UsageEvent
s
Percentage Revenue Share Model
Absolute Amount Stepped Percentage Stepped Absolute Amount
Partner Agreement
Gaming - (50 – 50)Logo - (50 – 50)
Partner Agreement
Gaming - $ 8Logo - $0.2
Partner AgreementGaming - 20% >= 100k events 40% < 100k events
Logo - 20% >= 100k events 40% < 100k events
Partner AgreementGaming - $ 4>= 100k events
$ 8 < 100k eventsLogo - $ .3 >= 100k events
$ .6 <100k events
Gaming
$ 5
Logo
$ 0.5
Gaming
$ 8
Logo
$ 0.2
Gaming$ 4 per event
$ 8 per event
Logo
$ .2 -1event $ .4 -2event
Gaming
$ 4 -1event$ 8 -2event
Logo
$ .3 -1event$ .6 -1event
Subscriber
downloads a game
Subscriber
downloadsa logo
Revenue Sharing Examples
HAVE YOU SEEN HIM – THE 40 MILLION POUND RINGTONE!?
What are the challenges?
Subscriber adoption is driven through hype and trial
Flexibility of product model and securitization of revenue
Setting up the revenue share models - time to market
Information scattered - single view difficult
Reconciliation and dispute resolution - cumbersome
Lucrative cross product bundling and discounting -
complicated
Real time session control and granularity of charging
CAREER OPPORTUNITIES??
Content Creator Why wait, you could start now!
You probably already know something that people would pay to know
Low requirements: Access to a computer is all you need. A (digital) camera helps too!
Very dynamic – your info is stale as soon as you publish!
Content Aggregator When you have lots of of content creators, it
helps when to have one collective point where it can be accessed
More pricey: Systems and licensing requirements Other people keep you updated – Woohoo!
EH........MASWALI?
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