Transcript The Mobile Digital Hub – Devices

Mobile Networks
- Connecting IT to the
future
BCS – 1st December 2004
Mike Short
VP – Technology, O2 Group
Chairman – Mobile Data Association
[email protected]
Web: www.o2.co.uk
Web: www.text.it
O2 history: independent wireless operator for more than
2 years …
Date
Key events
•
June 2000
O2 launched world’s first GPRS services to UK market
•
November 2001
mmO2 demerged from BT as an independent wholly owned company
•
December 2001
Europe’s first fully operational 3G network goes live in Isle of Man
•
May 2002
Launch of O2 consumer brand
•
November 2002
O2 Germany EBITDA positive – a year ahead of schedule
•
June 2003
O2 UK and Tesco create Tesco Mobile joint venture
•
October 2003
Launch of Starmap mobile alliance
•
December 2003
O2 Ireland turns on its 3G network
•
March 2004
O2 Germany launches 3G
•
September 2004
O2 Germany & Tchibo launch joint venture
•
October 2004
O2 UK launches 3G for business customers
The Mobile Digital Hub
Broadcast (TV/Radio)
Photographs
Web Browsing
Music/Video Streaming/
Download
Music
Calender
Sharing
Contacts
Messaging/
Email
P2P Voice/
Video
Money
Chris & Ben why are sales
falling in Wales. Can you
explain why?
Chat
ANNUAL TEXT MESSAGING GROWTH (SMS):
UK GSM NETWORK OPERATOR TOTALS
1999 – 2004
Total no. of text messages - (2004
Estimated Figure)
30
25
Billions
20
15
10
5
0
1999
Source: www.text.it
2000
2001
2002
2003
2004
TEXT MESSAGING GROWTH (SMS): UK GSM
NETWORK OPERATOR TOTALS
March 1999 – October 2004
Total no. of text messages
2500
2250
2000
Millions
1750
1500
1250
1000
750
500
250
0
Mar- Jun- Sep- Dec- Mar- Jun- Sep- Dec- Mar- Jun- Sep- Dec- Mar- Jun- Sep- Dec- Mar- Jun- Sep- Dec- Mar- Jun- Sep99
99
99
99
00
00
00
00
01
01
01
01
02
02
02
02
03
03
03
03
04
04
04
Source: MOBILE DATA ASSOCIATION
Source: www.text.it
Source: NOP World
Source: NOP World
Source: NOP World
Handsets Develop To Be Mobile Digital Hubs
16 million colour
VGA display
3D Graphics
Accelerators
512Mb Memory,
40Gb+
Removable
Storage
High Speed Multiradio access (3G,
HSDPA, WLAN,
Bluetooth, FM,
DVB)
4 Mega-pixel
Cameras
More powerful
processors
New data entry
mechanisms
Hi-Fidelity Sound &
Dolby Digital 5.1
Virtual Surround
Sound
Our data strategy is to focus on services & customer
benefits not technology. We are championing 3 key
categories:
Messaging
• Leader in text & MMS (volumes & revenues)
– Evolving from ‘home of text’ to ‘home of messaging’
– Drive e-mail and explore IM
– Nurture video messaging
Office on the Move
• Business Services
– Blackberry, XDA, data cards
– Connection Manager
– Push e-mail on preferred device
– Customised applications
Music
• Ringtones & music downloads
– Digital music player, music content & community
– Own “music on the move” category
– Poly & True Tones, Network Ringtones, Music Videos etc.
We’re winning high value, data centric
business customers
Wolseley Group are using the Xda II to improve
their customer service
•
Wolseley is the UK’s largest distributor of construction
products. They have over 800 outlets and 12,000 trade
customers.
•
Own well known brands such as Plumb Center, Building
Centre, HRPC Centre
•
The Wolseley / Xda II proposition offers heating engineers /
plumbers:
•
–
wireless ‘button’ to the Wolseley product catalogue,
–
access to the store, inventory and pricing databases
–
job allocation, management and signature capture for
the customer organisations
Wolseley has saved some of it’s customers over 200 hours a
week
Success in business driven by a strong core
proposition, innovative data devices and
applications
Data Devices
Propositions
Applications
SME
• Value for money tariffs
• Business Zones
• Network Promise
• One call ownership
• No IVR
• Email / Internet
Corporate
• Value for money tariffs
• O2 Welcome
• Network Manager
(extending to GPRS)
• Extended Office
• Independent software
vendor programme
(ISV)
• Vertical specific
• Third-party use
Learning the lessons from the launch of GPRS & WAP
Network
GPRS
Rapid roll-out to 80% coverage
3G
Phased roll-out matching customer
demand
Devices
Attractive well-priced devices key to
mass market take-up
Attractive range & price for the mass
market expected from 2005
Lack of compelling propositions &
content initially
Integrated WLAN/3G/2G propositions;
Faster, richer, more interactive over 3G
Simple, ease-to-use
Complex tariff structures initially.
Simpler tariffs boosted take-up
Straightforward tariffs that apply to all
data services whether using GPRS or 3G
Customer
Experience
Restricted WAP user interface
O2 Active boosting usage
Data cards difficult to set-up
Dedicated data care team
Intuitive, simple, easy to set-up user
interface with one-touch access
Heavy investment in best in class billing
& CRM capability
Promotion
Technology focussed
Over-promised, under-delivered
on WAP
Focus on services & customer benefits
Only promote when experience is right
Channels not geared up to selling
data services
Dedicated training team
Solution selling
Customer demonstrations
Propositions
Tariffs
Channels
Mobilise your laptop
•
The most comprehensive solution designed to meet the needs of the
laptop user
•
Giving customers faster, convenient and cost effective access to email,
corporate Intranet and the Internet
GPRS (2.5G)
• National & international coverage
3G
• 20 cities by Christmas
• Matching current GPRS demand
Customer insight
I simply want the people in my
business to have access to their
email & the Inter/Intranet
wherever they happen to be.
I don’t want to know how it
works. I just want it to be quick
and easy
WLAN
• > 6000 UK hotspots via partnerships with
Excilan, Openzone & The Cloud
• More coverage than any other single
service provider
Connected via a simple, easy-to-use interface
called O2 Connection Manager
•
O2 Connection Manager offers many customer benefits:
– One stop, easy access for WLAN/3G/GPRS
– Intuitive & consistent user interface
– One click access to email, Internet & VPN
– Up-to-date O2 WLAN hotspot locator
– Ability to send texts using laptop keyboard
– Imported contacts from Outlook or SIM card
– Data usage monitor
– Ability to set-up multiple profiles
– Download free from www.O2.co.uk or pick up a CD
•
O2 3G/GPRS Data Card
– Fully O2 branded with Connection Manager software
– Card offer with high value data tariffs
•
Tariffs
– WLAN: FOC trial for first two months and AYCE for £30
– Unique & VFM GPRS/3G tariffs: Data Sense and Group
Shared Bundles
– Charged to the mobile phone bill
We are offering our customers choice &
flexibility depending on
where they are and what they want to do
Up to 56 Kbps
GPRS
National & International
3G
Up to 384 Kbps
Major UK cities & towns
Up to 11Mbps
WLAN
UK hotspots
Speed/Coverage
GPRS: Mobile data access for ‘on the move’ type applications
3G: Ultra fast mobile data access – up to 384 Kbps, making email/LAN access more convenient
WLAN: Broadband speed in hotspot area. Replicates ‘in office’ experience
•Speed is dependent on numerous factors which are uncontrollable – IT network setup, efficiency of
providers and number of users accessing the same information
We have received positive feedback
from our trialists
It meets all the criteria,
it’s reliable, it’s fast. It’s
relatively easy to use
and doesn’t have that
annoying aerial
Having the remote
access is brilliant
Connection
Manager
The
business case has
been my ability to
keep, the company
system going 24 hours
a day
I’ve found the software
easy to use, it makes it
very simple and straight
forward to get in
I can take it anywhere and
use it anywhere, if I arrive
anywhere and I’m half an
hour early I can download
my emails which is
simply not possible
otherwise
Pretty easy to use, stick
the card in, wait a couple
of seconds, find your local
area, use the connection
manager and away you go
We are mapping 3G coverage to
customer demand
GPRS usage
GPRS Usage
3G Coverage
Phase 1 (Oct. ’04)
Phase 2 (Jun ’05)
Phase 3
Phase 4
Phase 5
London Data Coverage
■ WLAN Coverage (>6,000
hotspots)
■ 3G Coverage
■ GPRS Coverage
All UK mobile networks have the
same 3G license agreement to
provide 80% UK population coverage
by Dec. 2007
New Q3 Propositions
O2 Friends
•
50% off calls texts, picture, video
messaging to your three favourite
numbers.
Who would you choose?
New Q3 Propositions
X Range
• Promote the functionality of
the range of O2 exclusive
products
– Campaign will “showcase” the
range’s functionality and style
• X2 – it’s a camera
• X3 – it’s a camcorder
• Xda II – it’s a music player
New Q3 Propositions
Double O2
• “Double your Talktime, Texts,
Video and Picture Messages
when you join O2”
• For new customers on £20+
calling plans 1st October 2004
- 31st January 2005
Mike Short
VP – Technology, O2 Group
Chairman – Mobile Data Association
[email protected]
Web: www.o2.co.uk
Web: www.text.it