Mobile Operators Will Hold Strong Against Google and Co., Say Industry Experts

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The question, “Can operators use customer intelligence from mobile data sources as their secret weapon against the threat posed by Google & co.?”, was posed to a panel of mobile industry experts at a LogicaCMG roundtable discussion chaired by Ben Wood, Collins Consulting, in London last week. The conclusion was a resounding “yes”. While there is recognition within the industry that internet giants present a formidable challenge to operators’ traditional business models, mobile operators are in a favourable position to drive mobile communications in the future and not be relegated to becoming a ‘bit pipe’ for internet brands’ data services. Roundtable panellists were: Steven van Zanen, Director of Marketing, LogicaCMG; Alex Ford, Director of Marketing Operations, Orange UK; Mike Short, VP Research and Technology, O2; Martin Baines, Telecoms Industry Sales Manager, Communications Sector, Microsoft.A full transcript of the event is available, key discussion topics and conclusions are:
New technology presents challenges and opportunities – Dual, triple and now quad play are forcing operators to make fundamental business model changes to avoid being usurped by internet brands.
Value in the market means room for up sell – Operators are in the unique position to take advantage of customer intelligence. Personalised and relevant new data services can then be offered to the right customers, ensuring operators remain necessary.
Bundled services – There is a strong appetite for mobile, email, IM, internet, video to come from one supplier, likely to be an operator. Premiums can be charged for enhanced services Branding convergence – Mobile operators will gradually include new acquisitions under their own mobile brand.
‘Community’ aspect needed for new mobile services – Internet brands, for example Skype and MSN, have quickly built substantial communities. Operators need to generate trust and respect to encourage their own communities but they will need to ensure they evolve naturally. Instant Messaging will be the data service which kick starts community behaviour in the mobile space.
The operator of the future – Operators will offer fully converged services up to quad play level, have a clearly segmented market and will use customer intelligence to offer personalised services and to know everything about the customer. This knowledge which ensure operators drive the market, not the internet players.