CompetitiveLandscapemoto

1、confidential competitive landscape work stream 1 ft motorola strategic partnership charles m.h. noblet seamless mobility motorola networks updated: 01/06/2005 confidential 2 contributors q motorola maritza morales uma murty, chand gundecha steve moore, amanda blamey q ft orange thomas boutreux, serh

2、ii heraschenko confidential 3 notes q data collected up to april/may 2005 q sources / information from ft orange, motorola, and analysis report q deliverables available 100 slides pack competitive landscape analysis 25 slides pack executive summary this symbol indicates “hot topic” confidential 4 ag

3、enda q introduction q analysis work flow part i: telecommunication landscape part ii: seamless mobility concept part iii: evolution enabling technologies part iv: seamless mobility: operators initiatives part v: analysis q conclusion q whats next? confidential 5 analysis workflow (1/2) overview of t

4、he competitive landscape analysis q part i,ii, iii. enabling environment: provides a description of the environment, from both a market and technology perspective. what are the enabling factors which are driving the network convergence, seamless mobility. q part iv. operators initiatives: provides a

5、 summary of the players in todays and tomorrows convergence. q part v. analysis: based on all, previous sections, an analysis is conducted leading to learning lessons, recommendations, views on market evolution. confidential 6 analysis workflow (2/2) telecommunications landscape technologies roadmap

6、 manufacturers (networks/handsets) analysis service initiatives operators/others value proposition go-to market financials time frame residentialenterprise 2 years view operators initiatives part i part ii part iii part iv seamless mobility concept part v enabling environmentanalysis offercriteriama

7、rket whats next? market confidential part i telecommunications landscape market growth services network vendors, operators, isp, devices q objective: understanding what seamless mobility is, and what it will provide to users. see also ws1.a8 on use cases. confidential 26 seamless mobility motorola c

8、oncept “seamless mobility will let you do everything everywhere. people want to stay connected to the ones they love, the information they need and the gadgets that keep their lives humming. peoples connections dont end at a doorway; they need smooth transitions from home to car to office and everyw

9、here in between. confidential 27 seamless mobility marketing requirements best network several access networks handover between access networks automatic selection of access network handover between the access points of a wlan network single customer experience single handset single number single au

10、thentication single set of services from the operator single contact book security integration of external equipments network identification and customer localization confidential 28 best network several access networks qhold sessions through different access networks handover between access network

11、s qhandover with session continuity automatic selection of access network q“best” network is automatically selected and used handover between the access points of a wlan network qhandover between the different aps of the same wlan network single customer experience single handset qwhatever access ne

12、twork single number qsame number used to be called/ reached or that is transmitted (cli) single authentication qautomatic transfer of identity during handover single set of services from the operator qsame services available with same interfaces whatever access network single contact book qwhatever

13、access network seamless mobility marketing requirements (more details) security qno reduction of security level for customers data network qsecurity level clearly demonstrated to customers integration of external equipments qoperator can cooperate and use 3rd partys equipment , eg private wlan cover

14、age or private mobility management system network identification and customer localization confidential 29 sm hype - messaging enabling technologies they are reluctant to commit themselves until the technology is proven and few of them have the spectrum needed to deploy wimax. business-class voice a

15、nd data services nsmall and medium -sized business (smb) nsmall office / home office (soho) nmulti-dwelling units (mdu) residential broadband service nconsumer broadband (w-dsl) nlast-mile access bypass for voice and data ip backhaul n3g cellular base station backhaul nwifi hotspot backhaul nremote

16、video monitoring ne1/t1 backhaul with third-party adapter range and speed for 3.5 ghz 7 mhz channel bw (in km) 1/23/41/23/41/23/4 abcdef range (outdoor cpe) range (indoor cpe) over-the-air speed5.828.7311.6417.4517.4526.18 ethernet throughput3.885.827.7611.631

17、1.6317.45 range in km, speed in mbps. ethernet throughput is speed net of over-the-air overhead. 16qam 64qam modulation qvga lcd display; 2 mega pixel camera q foma calls/minute tracking and billing handled by docomo q voip calls/minutes recorded by sip server but not billed (calls internal to corpo

18、rate lan are free of charge) ntt docomo functionality confidential 125 inside office pstn internet use handset as cordless ip extension router sip server (call control server) authentication server access point nec900il outside office foma network nec900il use as foma handsetanytime, anywhere source

19、: company presentation ntt docomo architecture confidential 126 current issues qonly one handset available from only one manufacturer (nec) qcall handover still not automatic: user needs to re-start call when moving from the corporate lan to the foma environment qthe phone was designed to not be com

20、patible with public wi-fi hot spots or even docomos m zone hot spots docomo plans qallegedly looking at cpe platforms besides linux, such as fujitsu qthe nec900il is trial handset for the early market phase of passage duple. companys intentions are to offer additional handsets, if service takes off

21、company considering offering a single-mode virtual private network service for the enterprise tentative plans to launch a wcdma/gsm handset with wifi and pda functionality in q205- depends on whether they obtain new mobile license ntt docomo issues however ktf will experience cannibalization of its

22、mobile minutes in the home q by offering a service that provides mobile and fixed line access to users, all the revenue stays within the company (kt is parent of cellular carrier ktf) q differentiate and retain customers by providing a value added service target market q primarily targets of one pho

23、ne are: high usage mobile users and soho users q kt said to be working with vendors to launch mobile/wifi for the business segment kt one phone objectives user can be reached via either one of two phone numbers q lower combined mobile and fixed line telephone bill: cost of calls made inside your hom

24、e will be billed at local fixed rates (allegedly 1/3 of mobile phone rates) q wireless internet access around your home q better voice quality at home (with bluetooth compared to cellular) q multi-media communication with family members and other users of the service: push to talk, file sharing, int

25、eractive gaming kt one phone “du” value proposition confidential 150 qone phone: wireless + wireline service with one mobile handset that doubles as cordless phone inside your home qsolution consists of a dual mode cdma/bluetooth handset and a bluetooth-enabled access point (ap) or gateway qtwo numb

26、ers (du) or one: user can be reached at any one phone number. mobile charges apply when the mobile number is called; fixed charges apply when the fixed number is called and the user is within range of the ap qoption of one bill or two separate bills for mobile and fixed charges quses samsung sph-e37

27、00 handset priced at us$520. the handset uses texas instruments processors qgateway can be purchased for about us$90 or rented for $2 per month. available from three vendors: samsung, clipcomm or adtech qcurrent problems: 1) initial service does not have seamless handover between the cdma network an

28、d the bluetooth fixed ap calls get dropped 2) entry cost for customer is too high: cost of handset + ap is over $600 ! kt said to be working with vendors to reduce these costs and is offering free installation kt seamless mobility “du” features confidential 151 qservice requires use of an access poi

29、nt base station at the customer premises source: ovum kt seamless mobility architecture solution confidential 152 june: announced new branded consumer one phone service (du) august: launched one phone service in korea plans to launch a onephone services for two other segments: small and home offices

30、 (sohos) and businesses 200420052006 source: motorola japan strategy office plans to introduce more mobile-fixed devices regulatory restrictions subsidies cannot be offered on the handsets or gateways cannot use the fixed subscriber database to market the new service minute rates have to be standard

31、 mobile/fixed tariffs and cannot be bundled have to offer access and technical specifications to competitors that request it kt one phone roadmap & regulatory restrictions confidential 153 qfmc service like this will cannibalize mobile revenues- according to kt, up to 30% of mobile calls made today

32、originate or terminate at home. the introduction of the new converged service is expected to reduce ktfs arpu by us$4. thus, the operator needs to be prepared to build new subscribership on both sides (fixed/mobile) and stimulate usage of data in order to offset the loss usage revenue on the mobile

33、side qlow initial investment and seamless talking are essential elements for critical subscribership: the initial take up of du was slow as the entry cost for the consumer was too high compared to the potential savings and added convenience of one phone, one bill. beyond the novelty hype, critical m

34、ass adoption will require low cost of entry (cost of handset and other cpe) and seamless, easy operation. seamless call handover is a must initially, while efficient billing and customer service will be required to retain users through and beyond break even qarpu boost might make it all worthwhile:

35、although this type of service will be likely regulated (to avoid destructive price wars) and opposed by mobile-only players, the return might we worth the risk. kt estimates that the arpu from one phone will be in excess of us$40 per month as the added convenience may result in additional overall us

36、age. controlling user churn can also result in added profitability per user for the operator. a success factor is to employ savvy marketing messages to persuade users of the advantages over current options key learning points confidential source: ft orange sergii confidential 155 residential/enterpr

37、ise cegetel about qfixed, voip operator and isp for private sector and enterprises q10% of market on combined sectors qsubsidiary of sfr cegetel group and sncf qturnover 2004 - 1.4 bln euro. source: www.cegetel.fr mvno agreement between cegetel and sfr signed in march 2005, fmc of cegetel is the nex

38、t step in c mobile business offer to provide internet, phone and mobile solutions to enterprises. cegetel is partially (65%) owned by sfr sfr has also signed mvno agreement with neuftelecom, competitor of cegetel on dls and voip markets fixed-to-mobile convergence alliance member confidential 156 residential/enterprise cegetel overview offer qa dual band (gsm/ctp) handset allowing voip calls using adsl at home and reducing the total bill qflat rate bundle at around eur 10 for fast internet and mobile calling via the residential adsl gateway* qno data transfer, even sms qtwo numbers (mobi