The Handset The Handset Opportunities Opportunities Mike van der Wallen Mike van der Wallen Corporate Vice President, Corporate Vice President, Head of EMEA Sony Ericsson Head of EMEA Sony Ericsson Mobile Communications Mobile Communications November 21, 2002 November 21, 2002
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The Handset Opportunities Mike van der Wallen Corporate Vice President, Head of EMEA Sony Ericsson Mobile Communications November 21, 2002.
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The Handset OpportunitiesThe Handset Opportunities
Mike van der WallenMike van der WallenCorporate Vice President,Corporate Vice President,Head of EMEA Sony EricssonHead of EMEA Sony EricssonMobile CommunicationsMobile Communications
November 21, 2002November 21, 2002
Evolution of consumer needsEvolution of consumer needs
Offerings to meet market demandsOfferings to meet market demands
The new roles of operators,The new roles of operators,handset suppliers and content partnershandset suppliers and content partners
Thousand faces of a mobile phoneThousand faces of a mobile phone
Market shiftDevelopment of consumer needsDevelopment of consumer needsOut of the box Out of the box
experienceexperienceEasy to useEasy to use
Share the Share the momentmoment
Get entertainedGet entertained
Be connectedBe connectedeverywhereeverywhere
Making life easierMaking life easier
PersonalisationPersonalisation
One single deviceOne single device
Market shiftMarket developmentMarket development
Consumer with his needs as theConsumer with his needs as thecentre pointcentre point
From technology push to consumer From technology push to consumer benefit pullbenefit pull
From voice centric to broad usage From voice centric to broad usage
The mobile device as your help in all The mobile device as your help in all situationssituations
New services and possibilitiesNew services and possibilitieswill drive the marketwill drive the market
Wide variety of suitable productsWide variety of suitable productsand right business model neededand right business model needed
Change the consumer propositionMobile Integrated Business ModelMobile Integrated Business Model
StimulateStimulate service take-up withservice take-up with exciting content exciting content
EnableEnable operators to deliver new operators to deliver newrevenue-generating applicationsrevenue-generating applications
LaunchLaunch integrated portfolio of integrated portfolio ofattractive and competitive productsattractive and competitive products
Change the consumer propositionFirst Phase – Market Development First Phase – Market Development
Product & application availability drives Product & application availability drives new user behaviournew user behaviour
Imaging
Imaging
EntertainmentEntertainmentConnectivity
Connectivity
Change the consumer propositionNext Phase – Market Penetration Next Phase – Market Penetration
Content & services growth drivesContent & services growth drivesdemand for bandwidthdemand for bandwidth and and product developmentproduct development
Change the consumer propositionOr to put it another way ….Or to put it another way ….
FirstFirst : : get consumers using cars get consumers using cars and appreciating the benefitsand appreciating the benefits
ThenThen : : respond to their demands for respond to their demands for faster cars and wider roadsfaster cars and wider roads
PlusPlus : : show the value of advancedshow the value of advancedtechnology (e.g. ABS brakes)technology (e.g. ABS brakes)
Change the consumer propositionPerspectives from another industry Perspectives from another industry
“Don’t worry – there’s a FedEx for that”
“Guaranteed delivery in 210 countries”
“647 aircraft and 45,000 vehicles”
Change the consumer propositionDriving New User Behaviour – Creating DemandDriving New User Behaviour – Creating Demand
Change the consumer propositionThree Applications Focus AreasThree Applications Focus Areas