Raj Sunder's presentation on 'New Business Models for Telecom Application Success' given in the Telco Summit of TADS, Telecom Application Developer Summit, 21-22 Nov 2013 in Bangkok

2. Index
 Quick Rewind of Telco Apps
 Lost Opportunities
 Future of Telco’s / ISP’s
 Importance of customer experience to create successful
Biz.
 Segmented Services : Key to successful Biz Model
 Potential Biz Models
 Secret Sauce
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3. Quick Rewind of Telco Journey
1. Monotone
2. Wallpapers
3. Snakes &
Tetris
4. Voice & SMS
Billing
1.
2.
3.
4.
CRBT
Mp3 Tones
Game Downloads
Embedded Apps
for RT & WP
5. SMS
6. 3rd Party Billing
services
Voice & SMS tariffing
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2000-2005
2005-2010
1.
2.
3.
4.
5.
6.
Data Tariffing
Full Track Music
Video Streaming
3rd Party IM
Embedded Apps
Online Games
3rd Party Billing
services
1. OTT Services
(IM,
Entertainment,
Productivity*)
2. 3rd Party
Billing Services
Primary focus DATA
2010-2012
2013
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4. Lost Opportunities
•Which was the first social networking platform?
•Which was the first “Text Expression” platform?
•Which was the first “Location Based Social Platform”?
•Which was the first digital wallet?
• Which was the first “Instant Messenger and Rich Communicator”?
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5. Future of Telco’s / ISP’s
Dumb Pipe
• Cant afford to be a
dumb pipe as the
cost vs revenue
per subscriber to
offer data services
is not
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Smart Pipe
• Pipes need to be
smarter by
connecting with
various OTT
services
• Offer more
personalized
services in
partnership with
OTT players
Artificially Intelligent
Pipe
•
API as a service to
create rich and
intelligent services
with best in class
user experience
supported by
friendly cosnumer
models.
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6. Importance of customer experience
“Indonesia Telco Case Study”
Pre-BRTI
Customer Voice : They don’t trust
RBTRBT InnovationserviceRemove all
RBT: Subscription : We removed all
BRTImost popular service with not-so
: Start from scratch, among
“SUBSCRIPTION” and experience isRBT
subscription, “Pay only experience not
customerhighest $when your
friendly contributor
telcos withsubscribers
friendly
plays”
STOP
Gained customer
Trust &
Simplified
Experience
Segmented
Engagements
Profiling Customers
Same Service, Same
Experience, Same
Subscription, New
Campaigns
Listen to Customer
“VOICE”
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Same Service, New &
Simplified Experience,
Simplified Pricing
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7. Segmented Engagement
 One size programs
Devices
Segmented
SEGMENTED
ENGAGEMENT
PROGRAMS
“ API driven
Programs”
Segmented
based on Usage
& Interests.
Life-time on the
network
doesn’t fit ALL.
 Segment programs based
on customer segments.
 Create Engagements
based on Interests.
 Acknowledge feedback to
improve engagements.
 Always be “Responsive”
Spending Split
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8. Flow to creating successful Biz Model
under Telco Environment
Synchronized Manual
+ Automated responsive system
Personalized Services with
Freemium Model
Pricing
Segmented Customers interfacing
with 3rd part services
Know your customer
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9. Preferable Customer & Biz
Models
• Create “Partnered Service” which could generate acquisitions for
Telcos
• Services which could get higher engagement & retention will be of
greater need.
• Preferable a “Freemium” model, customer do pay when they see a value.
• Partner with Telco's to provide a service with an “Easy to start model
with clear KPI’s”
• Focus more on “Communication and Customer reach” as a strong leg
for adoption and revenues
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10. Secret Sauce
THERE IS NO SECRET SAUCE
POTENTIAL INGRIDENTS :
• Personalization
• Targeting
• User Experience
• Analytics & Recommendation
• Responsive to customer queries, feedbacks, complaints.
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11. Thank You!
Mail : rajagopal.sunder@bakrietelecom.com
Twitter : @rajsunder
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