The MEF videos are up. Halfway down the page.
http://mobileecosystemforum.com/mef-sessions-mwc-2017/
Thanks
@upstreamgold - thought I'd move it back to the relevant thread...
Notes from Gary Greenbaum’s MEF Key Note Address
NEW BUSINESS MODELS FOR MONETIZING MOBILE ACCESS (Beyond the Data Plan)
Changes starting to happen regarding the currency of Data:
- is it about bits/bytes
- or is it about content
In the beginning there was VOICE – the natural access currency being MINUTES
Then came TEXT MESSAGE – paid PER TEXT MESSAGE
Now there is DATA – with the question being “What is the right access currency for it?”
The creation of “App Stores” has transformed DATA from COMMODITY access to SERVICES.
How do carriers survive moving forward?
- They could maintain being the peddlers of commodity data and try to “stay ahead of the race to the bottom”
- Or “transition to be services providers” and participate in the value layer of content and applications
This VALUE proposition perspective offers service provision benefits:
- Carriers/Network Service Providers – have new (and differentiated) revenue opportunities
- Consumers – know what they are buying (access to content and applications) as opposed to data
- App Developers/Content Providers/Sponsors - promotional perspective – these new models allow the sponsorship of other’s Apps
- 2 Million Apps currently spend $100B for promotion (to attract/engage users). However there are currently no tools that move consumers through the pipeline towards monetization. This leaves Advertisers/App Developers with the problems of:
- how to engage
- move through the pipeline
- monetize
The change in currency of data is providing new tools for the monetization of data. For example in Indonesia:
- Utilizing sponsored access has reduced the CPI costs of growing new audiences by over 40%
- The ability to offer promotions to consumers for engagement periods of 30mins (for games) has been achieved at a cost that was roughly the CPI cost. (Keep in mind the secret in gaming is that if you can engage a user for 30-35mins they become invested in the game and are subsequently easier to monetize.
New models arising:
- OTT will be:
- advertisement sponsored and
- subscription based
- Major brands will be able to offer direct to consumer subscription content around both audio and video
Difference between developed and developing countries:
- In Developed countries - operators are avoiding commoditization of business
- In Developing countries - it is all about monetizing the unconnected
“Carriers that invest now in the transition from network providers to service providers will really be able to participate in the value creation of the next wave of mobile innovation.”
Gary Greenbaum – “The future is now!”
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