幻灯片 1

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幻灯片 1

Operator App Store

Unlocking Potential

Roopesh Singh

Director, Technical Pre-Sales & Solution Design

CSCN BL India R&D

January 2012

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

www.huawei.com

www.huawei.com


1

4

Agenda

2

3

Challenges faced by the Operators

Challenges faced by the App Developers

Industry Case Studies

Overview of Huawei DSM

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 2


More traffic didn’t bring Operator so much revenue

3G traffic and revenue comparison

Traffic

Price

$99 1 GB

Per month

$69 500 MB

Per month

Source: Verizon’s CEO at CTIA 2009

$199 unlimited

Per month

= 1.4 × = 2.9 ×

� heavy traffic ≠ high revenue, 3G and

smart phone brought heavy traffic, but

not generate so high revenue

$69 500 MB

Per month

Global mobile data traffic and revenue

Source: Informa Telecoms & Media

� Global mobile data traffic will increase

1587%, but revenue will increase only

84% (2008-2013), by Informa

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 3

Data traffic (PB) Data revenue (US$ mil.)

238PB

175b

4,015PB

322b


Potential revenue is eaten by OTT providers

• Tencent QQ – 647M

Subscribers, Consume 45%

Data Traffic of Guangdong

Mobile. SMS ARPU of Tencent

QQ User is 37% Less Than the

Average

Value Added Service

Operators

Revenue

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 4

• Skype – 663M

Registered Users,

Occupied almost 20%

of International Voice

Traffic


Huge space in Mobile Apps development

Global Mobile App Sales/ Revenue (Billion)

2.5

Sales Revenue

4.2

8.2

17.7

2009 2010 2011(Estimated) 2015(Estimated)

Leading Application stores by

Terminal vendors/ ISP

5.2

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

15.1

21.6

Page 5

29.5

Leading Application stores by

Telecom operators


It’s time to reconstructed Traditional network

End user

SM

Mgmt

Portal

Access

SMSC

3rd Party/Internet

CP/SP CP/SP CP/SP CP/SP CP/SP

MM RB MT …

SMS MMS RBT MTV …

Mgmt

Portal

Access

Access

MMSC RBT MTV …

GSM/WCDMA/CDMA/IMS…

� Long time to market deploying new service

� High CAPEX & OPEX via silo construction

� Difficult to aggregate the service and content for local market

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 6

Mgmt

Portal

Mgmt

Portal

Access

Telecom Network

Mgmt

Portal

Access


BSS/OSS


1

4

Agenda

2

3

Challenges faced by the Operators

Challenges faced by the App Developers

Industry Case Studies

Overview of Huawei DSM

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 7


Application Download vs Revenue

� Even though Global Mobile Phone Application downloads will

exceed 40 billion download in 2016 but only 5 billion would be

paid downloads

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

Page 8


Application Download vs Revenue

� As per Ovum survey, 40% respondents paid nothing for applications

each month, while 36% paid between 0-$5 a month.

� Commoditization of Applications means purchases are at the lower

end of the spectrum, with $0.99 becoming a common price point.

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

Page 9


Challenges

Devices

How to benefit from mass

feature phone users?

Apps for Tablet,

Connected TV / other

specialized devices

Premium App Payment

How to increase the

Premium Revenue

App consumption?

Revenue

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

How to sell to

users without

Credit Card?

Page 10

Localization

How to bring the

localized content /

applications?


1

4

Agenda

2

3

Challenges faced by the Operators

Challenges faced by the App Developers

Industry Case Studies

Overview of Huawei DSM

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 11


Operators are looking for …

Mobile

Phone

Telecom Service

Music

Comm

unicate

Game Communicate …

TV PC Specific

Terminal

Reading

Social Network

Internet Service

SDP (Service Delivery Platform)

Fixed Network Mobile Network IMS Broadband Internet

� A future-oriented and SOA-

based Service infrastructure

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 12

� Better user-centric experience

� Accelerate service innovation

and aggregation


Flexible Billing &

Payment Options

Network Exposition

Telco-Web Integration

Aggregation &

Cross Selling

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

Key Enablers

Telco 2.0 'two-sided' telecoms business model

Page 13


Standard Network Exposure

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 14


Network Enabled Applications

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 15


Network Enabled Applications

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 16


Value Added App Store

Devices

Payment

Options

Application adapt as per Data Connection

Profile & Device Capability information

Freemium model, Time Based Models priced by

Day, Hour, or Week, Bundled offers

Target young subscribers who don’t have Credit

Card or not willing to share details over net e.g.

Operator Billing, In-Application Billing

Promote other services, be they devices,

Ringtone/Songs, a TV proposition, or special offers.

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

Page 17

Flexible

Pricing

Cross

Selling


Operator’s App Store vs Device App Store

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

Page 18


1

4

Agenda

2

3

Challenges faced by the Operators

Challenges faced by the App Developers

Industry Case Studies

Overview of Huawei DSM

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 19


Introducing Huawei DSM Solution

� Huawei DSM (Digital shopping mall) is hosting solution with a pre-stock library of the

mobile internet services including Valueable in-house services, long tail applications as

well as Vertical industry services for life, which is based on SDP, enabling operators’

service cloud.

Life in Cloud

Valueable Inhouse

services

Business in Cloud

Long tail Apps

Huawei Service Delivery Platform

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

Work in Cloud

Vertical Industry

Services

Telecom Internet

Page 20


See how it works…

Key Features

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential

•One stop consumption experience

• Mobile Internet combination

•Mutiple access (ODP/ WAP/ Web/

SMS/ USSD)

• Multi-channel delivery

• Recommendation/ Comments

• Personalization

• Context awareness

Page 21


RCS

Main benefits of Huawei DSM solution

E-Reading

Fulltrack

MCN

SMS

Signature

Football

VoD

Manager

Live TV VMS

Enhanced

SMS

Report Mobile

Newspaper

Weather

Forecast

Service &

Operation

Color

SMS

Digital Shopping Mall

Platform &

APPs

SDP

Value-chain

Collaboration

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential


Lower

Initial

Investment

Multiple

Screens& Terminals

Supported

Faster

Time-To-Market

Page 22

Rich

Pre-installed

Content& Apps

Global

Experience sharing

Professional Services


Huawei SDP market achievement update

� Best SDP award by GSMA 2010 � No.1 global market share by Gartner

� Selected by 100+ operators worldwide, incl. 5 biggest mobile

operators CMCC, VDF, TLF, AM and CU, etc

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 23


Thank You

www.huawei.com

HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential


HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Page 25

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