Tackling the Bit-Pipe Threat: How to Command Share of the New Mobility
In the last post (July 29), we summarized the changing dynamics of the mobile ecosystem. To recap, we are witnessing two strong phenomena today. On one hand, we have a combination of explosive data growth and declining data plan rates. On the other hand, we see the mobile ecosystem power structure shifting from network operators to other ecosystem players like device manufacturers (Apple, Nokia, Samsung) and big internet brands (Google, Microsoft, Yahoo!).
Operators’ key to maintaining power and relevance in the new mobility world order lies in identifying their key assets and maximizing the monetization potential of these assets.
Over the years, operators have developed very strong relationships with their customers and built an element of trust in subscribers’ minds. These trust-based relationships encompass billing accuracy and security; transient information such as location and online presence; and permanent information such as age, sex and browsing profile. The operator’s brand also reflects, or should reflect, quality of service to customers.
So, how can operators convert these assets into a meaningful monetization machine?
As indicated in the first part of this blog post, mobile data has crossed the most critical threshold for the user experience. With the roll-out of high-speed data networks and the deployment of content adaptation proxies, consumers are now able to cross the PC-mobile divide and access their favorite internet content on almost any device. They are hungry for mobile killer apps that take their experience to the next level. Specifically, they are hungry for apps that can be personalized and customized to their individual tastes, thereby transcending and mobilizing the PC-centric Internet.
Mobile network operators are uniquely positioned to make this happen and, in so doing, create new business models and revenue streams. The PC Internet is what it is today because of its unconditional openness. Thousands of creative entrepreneurs have realized its power and developed solutions that address previously unsatisfied and even unrecognized demands. Operators can catalyze a similar phenomenon in the mobile world by creating an open mobile application platform that builds on their core hard and soft assets. Using an open interface, mobile application developers can gain immediate access to invaluable information such as subscriber profile, location and online presence. Such a platform can also provide individual developers and mom-and-pop shops the much-needed access and quality imprimatur that come with being hosted on an operator’s mobile application catalog.
Some operators have already recognized this opportunity and are moving fast. The recently announced BONDI initiative provides a strong testament to that fact.
- Ram Venketaramani
Tags: content adaptation, mobile data, mobile ecosystem, mobile network operators