Transcript Document 7128063

Presentation
Successful Value Added Services
business models Example from Deutsche Telekom and
other operators
October 2003
Member of
Content
Successful VAS business models:
1.
for large business customers: Collaborative Commerce
2.
for residential customers: T-Vision
Page 2
1.
Collaborative Commerce
Networking and interaction
Collaborative Commerce is

The most advanced form of ebusiness

Facilitating a seamless flow of
information throughout systems
and applications

Inside an enterprise, its partners
and stakeholders

Electronic interaction through
networking eliminating point-topoint connections and manual
transactions
Page 3
Production
Production
Administration
...
...
Transport & Logistics
1.
Collaborative Commerce
Today: Restricted flow of information.
store
house
production
logistic company
fax
store house
fax
producer
fax
fax
ERP
phone
vendor
customer
Page 4
ERP
supplier
1.
Collaborative Commerce
Tomorrow: Virtual enterprise through internal and external networking.
logistic company A
...
supplier A
production
customer
production
production
finance,
controlling
store house
finance,
finance,
controlling
controlling
store house
house
store
....
supplier B
....
production
store house
finance,
controlling
....
finance,
controlling
...
logistic company A
Page 5
...
producer
vendor
1.
Collaborative Commerce
High growth potential
Collaborative Working Market
Germany
7.000

The Market growths by over
8% in Germany.

This is more than double the
growth in standard
telecommunication services
in Mio. Euro
6.000
5.000
4.000
3.000
2.000
1.000
0
2002
2003
2004
2005
2006
2007
Collaboration
Markt
Deutschland
- Teilmärkte
Collaborative
Working
Market
Germany - Segments
Quelle: MetaGroup, PAC, Detecon

To establish a successful business
model it has to be taken into
consideration that the market is
divided into sub-segments.
Hardware
29%
Network
Serv.
18%
Network
Serv.
16%
Software
23%
other
Serv.
30%
2002: 4.252 mEURO
Hardware
18%
other
Serv.
36%
2007: 6.318 mEURO
Quelle: MetaGroup, PAC, Detecon
Page 6
Software
30%
1.
Collaborative Commerce
Customer requirements to the CC-solution provider
customer benefit

multi dimensional
cost savings

enhancing time-to-market

process optimisation

consistence and actual information

innovative business models

optimising the collaboration between partners

short delivery times

increasing team-working efficiency

rising end customer satisfaction

increasing employee satisfaction

etc
Page 7
customer requirement - to the Collaborative
Commerce solution provider

Good price/benefit ratio

Expertise (References)

Trust

One hand solution provider

Customer / problem specific solutions

Fast implementation

Continuance of provider

Process competence
1.
Collaborative Commerce
10)
Software
II. expertise in network as well as
partnering in the Software area
(mainly SAP)
IV. and selling it all under one name
(one face to the customer)
Network Services
4)
1)
2)
11)
1)
6)
Quelle: PAC, Detecon, Homepages
Revenue of C-commerce within T-System
Collaborative Working T-Systems
1.200
1.000
800
600
400
200
0
2002
Page 8
9)
3)
other Services*
in Mio. Euro
III. combined with (non exclusive)
8)
Hardware
(awareness, trust) and
other services (system integration,
IT infrastructure planning etc.)
2003
2004
2005
2006
2007
5)
T-Systems
Accenture
I. the strength in the T - brand
EDS
= schwaches
Segment
weak segment
SBS
strong Segment
segment
= starkes
IBM
The success of the business model lies
in the combination of
SAP
Competition and successful business model
Content
Successful VAS business models:
1.
for large business customers: Collaborative Commerce
2.
for residential customers: T-Vision
Page 9
2. T - Vision
Positioning of T-Vision Services
Page 10
2. T - Vision
Basic structure
Multimedia Suche:
„Live / Exklusiv“:
T-Vision
Navigation Grundstruktur
Movies
Games
Movie Tipp
Musik
Game Tipp
T-Vision
Internet
Programm Guide
11:00
ZDF info | bis 11:45 Uhr
Tele-Akademie Bildungsprogramm
11:00
T-Vision | bis 11:05 Uhr
Newsflash
Events
Musik Tipp
Entertainment
Info
Tools
Info-Welt
My T-Vision
T-Vision Club
Page 11
News
Sport
Sparten
My T-Vision
Partner
• In 2 Tagen beginnt der Vorverkauf
für das Britney Spears Special auf T-Vision.
• Im Moorhuhnrace liegt der neue High Score
bei 2, 41 Minuten von Bernd aus Münster.
•ZDF Vision
•Bild. de
•......
Information
Personalisation
2. T - Vision
Interactive program guide
Interaktive Programm Guide
Page 12
The program guide
is the roof over
T-Vision and
partner programs
(see. texxas.de)
2. T - Vision
Services
Entertainment
Exclusive game:
 Multiplayer Online games
Player [Exxent]:
 Mass market game
Online Show:
 TV adapted to online format
Online Sneak Preview:
 Film previews before cinema start
Short film:
Personalised radio:
 Mix of Music, News and advertising
XXX offer:
 Interactive Shows etc.
Information
News:
 News coverage
Magazines:
 Special magazines (travel magazines, etc.)
 8-10 Min. „films“
Marketing
Interactive films / series:
Events:
 Interaction by the users
Page 13
Sport, Music, Reality-Shows, etc.
2. T - Vision
Broadband services with support for user generated services
1. User generated
(Audio & Video)
===!"§==Online=
2. Video-mail
3. Instant VideoMessaging
Page 14
2. T - Vision
T – Vision VAS business model
Advertising
TKP
Content
provider
Hosting, DRM
T-Online
Licences +
Revenue Share
revenue
Provision
E-Commerce
provider
Page 15
Subscription
Pay-per-Use
customer
T – Vision and C-Commerce
Last remarks (1)
Numerous VAS services for business as well as residential users are currently
be developed and entering the market
The success in terms of revenues/profits depends on four basic factors:
I.
success with customers (willingness to buy AND pay for it)
II. success within the market (competition etc.)
III. success within the company
Political/Regulatory
Environment
(getting the visions into realty!)
Economical
Environment
Customers
IV. taking into consideration the environment

Market
social: what are the number of potentials
subscribers, development of these etc.
Company

economical: are these willing and able to
pay what is asked for the services

technical: is it technical already feasible and is there a technical
threat by a new service

regulatory: what am I allowed to do and my competitors?
Page 16
Social
Environment
Competitors
Technological
Environment
T – Vision and C-Commerce
Last remarks (2)
Successful business models therefore vary from country to
country considerably
but a thorough analysis of the influencing factors will save a lot
of time AND money
- so does of course learning from others mistakes 
Thank you!
Page 17
Contact
Thank you for your attention, we would be happy to serve you!
Jochen Dinger
Director Strategy Department
Member of
Member of
Page 18
QD-DeteconConsulting Co., Ltd.
Air China Plaza, 11th. Floor, No. 1108
36 Yiaoyou Road, 100027 Beijing
Telefon ++86 10 5458228 Ext. 161
Telefax ++86 10 84488447
[email protected]
Ma Yao
Director of Marketing
Yan Haishan
Senior Consultant
QD-DeteconConsulting Co., Ltd.
Air China Plaza, 11th. Floor, No. 1108
36 Yiaoyou Road, 100027 Beijing
Telefon ++86 10 5458228 Ext. 121
Telefax ++86 10 64651240
[email protected]
QD-DeteconConsulting Co., Ltd.
Air China Plaza, 11th. Floor, No. 1108
36 Yiaoyou Road, 100027 Beijing
Telefon ++86 105458228 Ext. 131
Telefax ++86 10 64651240
[email protected]
Member of