october 2003
DESCRIPTION
Presentation Successful Value Added Services business models - Example from Deutsche Telekom and other operators. October 2003. Content. Successful VAS business models:. 1. for large business customers: Collaborative Commerce. 2. for residential customers: T-Vision. - PowerPoint PPT PresentationTRANSCRIPT
Member of
Presentation
Successful Value Added Services
business models - Example from Deutsche Telekom and
other operators
October 2003
Page 2
Content
for large business customers: Collaborative Commerce
for residential customers: T-Vision2.
1.
Successful VAS business models:
Page 3
Collaborative Commerce is
The most advanced form of e-business
Facilitating a seamless flow of information throughout systems and applications
Inside an enterprise, its partners and stakeholders
Electronic interaction through networking eliminating point-to-point connections and manual transactions
...
Production
Transport & Logistics
Administration
...
Production
1. Collaborative CommerceNetworking and interaction
Page 4
customer
store house
fax
phone
logistic company
vendor
faxfax
store house
ERP
fax
supplier
ERP
production
producer
1. Collaborative CommerceToday: Restricted flow of information.
Page 5
....
finance, controlling
production
store house
....
finance, controlling
production
store house
supplier A
vendor
logistic company A
supplier B
...
...
...
customer
logistic company A
finance, controlling
....
finance, controlling
production
store house
....
finance, controlling
production
store house
producer
1. Collaborative CommerceTomorrow: Virtual enterprise through internal and external networking.
Page 6
The Market growths by over 8% in Germany.
This is more than double the growth in standard telecommunication services
To establish a successful business model it has to be taken into consideration that the market is divided into sub-segments.
Collaborative Working Market Germany
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
2002 2003 2004 2005 2006 2007
in M
io.
Eu
ro
Quelle: MetaGroup, PAC, Detecon
Quelle: MetaGroup, PAC, Detecon
Soft-
ware23%
Net-
work
Serv.18%Hard-
ware29%
other
Serv.
30%
Collaboration Markt Deutschland - Teilmärkte
2007: 6.318 mEURO2002: 4.252 mEURO
other
Serv.36%
Hard-
ware
18%
Net-
work
Serv.16%
Soft-
ware
30%Soft-
ware23%
Net-
work
Serv.18%Hard-
ware29%
other
Serv.
30%
-
2007: 6.318 mEURO2002: 4.252 mEURO
other
Serv.36%
Hard-
ware
18%
Net-
work
Serv.16%
Soft-
ware
30%
Collaborative Working Market Germany - Segments
1. Collaborative CommerceHigh growth potential
Page 7
multi dimensional
cost savings
enhancing time-to-market process optimisation consistence and actual information innovative business models optimising the collaboration between partners short delivery times increasing team-working efficiency rising end customer satisfaction increasing employee satisfaction etc
Good price/benefit ratio
Expertise (References)
Trust
One hand solution provider
Customer / problem specific solutions
Fast implementation
Continuance of provider
Process competence
customer requirement - to the Collaborative
Commerce solution provider
customer requirement - to the Collaborative
Commerce solution provider
customer benefitcustomer benefit
0
10
20
30
40
50
60
70
80
90
Co
st
Sa
vin
gs
(B
illi
on
US
$)
2001 2002 2003e 2004e 2005e
C-Commerce Cost Saving Opportunity US
Source: The Yankee Group
0
10
20
30
40
50
60
70
80
90
Co
st
Sa
vin
gs
(B
illi
on
US
$)
2001 2002 2003e 2004e 2005e
C-Commerce Cost Saving Opportunity US
Source: The Yankee Group
1. Collaborative CommerceCustomer requirements to the CC-solution provider
Page 8
Quelle: PAC, Detecon, Homepages
The success of the business model lies in the combination of
I. the strength in the T - brand (awareness, trust) and
II. expertise in network as well as other services (system integration, IT infrastructure planning etc.)
III. combined with (non exclusive) partnering in the Software area (mainly SAP)
IV. and selling it all under one name (one face to the customer)
= starkes Segment
= schwaches Segment
IB
M
S
BS
S
AP
E
DS
A
cc
en
ture
T
-Sys
tem
s
Hardware
Software
Network Services
other Services
10)
6)
1)
*
2)
4)
5)3)
9) 11)
8)
1)
= starkes Segment
= schwaches Segment
IB
M
S
BS
S
AP
E
DS
A
cc
en
ture
T
-Sys
tem
s
Hardware
Software
Network Services
other Services
10)
6)
1)
*
2)
4)
5)3)
9) 11)
8)
1)
strong segment
weak segment
Collaborative Working T-Systems
0
200
400
600
800
1.000
1.200
2002 2003 2004 2005 2006 2007
in M
io. E
uro
Revenue of C-commerce within T-System
1. Collaborative CommerceCompetition and successful business model
Page 9
Content
for large business customers: Collaborative Commerce
for residential customers: T-Vision2.
1.
Successful VAS business models:
Page 10
Med
iavision
chan
nelZ
DF
vision
chan
nel.
..
t-onl
ine.
de
inte
rnet
...
Bild
.de
ProgrammT-Vision
InteractiveProgramGuide
EntertainmentEntertainment
Tips& ToolsTips& Tools
InformationInformation
EventsEvents
Web meets TV
Med
iavision
chan
nelZ
DF
vision
chan
nel.
..
Med
iavision
chan
nelZ
DF
vision
chan
nel.
..
t-onl
ine.
de
inte
rnet
...
Bild
.de
t-onl
ine.
de
inte
rnet
...
Bild
.de
ProgrammT-Vision
InteractiveProgramGuide
EntertainmentEntertainment
Tips& ToolsTips& Tools
InformationInformation
EventsEvents
Web meets TV
2. T - VisionPositioning of T-Vision Services
Page 11
Navigation Grundstruktur
Multimedia Suche: T-VisionInternet
T-Vision
Movies
Games
Musik
Info
My T-Vision
T-Vision Club
Tools
„Live / Exklusiv“:
My T-Vision•In 2 Tagen beginnt der Vorverkauffür das Britney Spears Special auf T-Vision.
•Im Moorhuhnrace liegt der neue High Scorebei 2, 41 Minuten von Bernd aus Münster.
Partner•ZDF Vision•Bild. de•......
Info-Welt
Sport SpartenNews
Programm Guide
Movie Tipp Game Tipp Musik Tipp
11:00ZDF info | bis 11:45 UhrTele-Akademie Bildungsprogramm 11:00T-Vision | bis 11:05 UhrNewsflash
Events
Entertainment
Information
Personalisation
2. T - VisionBasic structure
Page 12
Interaktive Programm Guide
The program guide is the roof over
T-Vision and partner programs(see. texxas.de)
The program guide is the roof over
T-Vision and partner programs(see. texxas.de)
2. T - VisionInteractive program guide
Page 13
Exclusive game:Multiplayer Online games
Player [Exxent]:Mass market game
Online Show:TV adapted to online format
Online Sneak Preview:Film previews before cinema start
Personalised radio:Mix of Music, News and advertising
Short film:8-10 Min. „films“
Entertainment
Magazines:Special magazines (travel magazines, etc.)
Marketing
Events:Sport, Music, Reality-Shows, etc.
XXX offer: Interactive Shows etc.
Information
News:News coverage
Interactive films / series: Interaction by the users
2. T - VisionServices
Page 14
===!"§==Online=
1. User generated(Audio & Video)
2. Video-mail
3. Instant Video-Messaging
2. T - VisionBroadband services with support for user generated services
Page 15
T-OnlineContentprovider
Licences +Revenue Share
Hosting, DRMcustomerSubscription
Pay-per-Use
revenue
E-Commerceprovider
Advertising
Provision
TKP
T-OnlineContentprovider
Licences +Revenue Share
Contentprovider
Licences +Revenue Share
Hosting, DRMHosting, DRMcustomerSubscription
Pay-per-Use
revenue
SubscriptionPay-per-Use
revenue
E-Commerceprovider
Advertising
E-Commerceprovider
Advertising
Provision
TKP
Provision
TKP
2. T - VisionT – Vision VAS business model
Page 16
Numerous VAS services for business as well as residential users are currently be developed and entering the market
The success in terms of revenues/profits depends on four basic factors:
T – Vision and C-CommerceLast remarks (1)
Market
Customers
CompetitorsCompany
Political/RegulatoryEnvironment
EconomicalEnvironment
SocialEnvironment
TechnologicalEnvironment
Market
Customers
CompetitorsCompany
Political/RegulatoryEnvironment
EconomicalEnvironment
SocialEnvironment
TechnologicalEnvironment
I. success with customers (willingness to buy AND pay for it)
II. success within the market (competition etc.)
III. success within the company (getting the visions into realty!)
IV. taking into consideration the environment
social: what are the number of potentials subscribers, development of these etc.
economical: are these willing and able to pay what is asked for the services
technical: is it technical already feasible and is there a technical threat by a new service
regulatory: what am I allowed to do and my competitors?
Page 17
T – Vision and C-CommerceLast remarks (2)
Successful business models therefore vary from country to country
considerably
but a thorough analysis of the influencing factors will save a lot of time
AND money
- so does of course learning from others mistakes
Thank you!Thank you!
Page 18
Contact
Thank you for your attention, we would be happy to serve you!
Jochen DingerDirector Strategy Department
QD-DeteconConsulting Co., Ltd.Air China Plaza, 11th. Floor, No. 110836 Yiaoyou Road, 100027 BeijingTelefon ++86 10 5458228 Ext. 161Telefax ++86 10 [email protected]
Member of
Ma YaoDirector of Marketing
QD-DeteconConsulting Co., Ltd.Air China Plaza, 11th. Floor, No. 110836 Yiaoyou Road, 100027 BeijingTelefon ++86 10 5458228 Ext. 121Telefax ++86 10 [email protected]
Member of
Yan HaishanSenior Consultant
QD-DeteconConsulting Co., Ltd.Air China Plaza, 11th. Floor, No. 110836 Yiaoyou Road, 100027 BeijingTelefon ++86 105458228 Ext. 131Telefax ++86 10 [email protected]
Member of