overview del mercato mobile business in italia
TRANSCRIPT
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BT’s mobility journey
Current evolution (wireless access to
company’s applications)
Increasing data connections
Increasing intra-communities communications (clients,
employees, suppliers)
Rapid evolution of handsets & access technologiesTraditional (separate fixed and
mobile worlds)
Real Time Communications
Network availability
Voice and Messaging Communications
Mobile 2.0 (UCC)
Value added services, Collaboration, Presence, Messaging,
Conferencing
Higher Productivity and breaking down of technological
barriers
Integration and Convergence of services, platforms and
technologies
Evolution
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What is Mobile 2.0 ?
• Seamless communications (neutrality of access and device): you don’t
need to worry about where you are or what you have to use to effectively
communicate.
• Same User Experience: you can use a fixed phone, a Soft-phone or a
mobile Phone with the same functionalities, profile and usability
• Customer Centricity: you decide how you want to be reached
• Wider Communications Experiences: you efficiently exploit the widest
range of ways to communicate (fixed mobile voice, email, instant
messaging, sms, audio video conferencing, collaboration)
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Mobile’s role in BT service portfolio
Fixed Voice Mobile Voice Mobile Data Unified Communications
Mobile calling
SMS & MMS
Video calling
Mobile conferencing
Mobile voicemail
Etc…
Internet
VPN access (Intranet)
Backup
Machine 2 Machine applications
Etc…
Fixed calling
Fixed conferencing
Fixed VAS
Etc…
Fixed voicemail
Push email
Integrated voicemail
Presence
Instant messaging
Localization services
Etc…
Convergence
The launch of mobile services allows BT to complete the BT Convergent proposition
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Positioning and value proposition for BT: “Why MVNO?”
• BT Italy is well positioned in Italy as the only Telco Operator one hundred percent dedicated to the business market
• BT Italy is leader in offering convergent solutions (FMC, IP Telephony.; IP Centrex, UCC)• BT already sell complex solutions to their customers by using their direct sales channel (top
market) and indirect sales channels to reach SME and SOHO• Many of our customers are asking for a full outsourcing of their telco services (including
mobile services)
There is a strong opportunity for BT to become the first Telco Operator in Italy, fully dedicated business market, with an integrated offer, both Mobile and Fixed, and with innovative and competitive convergent solutions
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Negotiation background: “why Vodafone?”
• BT asked all MNOs to provide access to their mobile networks. Some of them were willing to negotiate; some of them refused to start talking. It has been defined a MoU with H3G which was however never signed
• February 27, 2007 BT Italia (“BT”) and Vodafone Italia (“VO”) entered into a memorandum of understanding for the purpose of enabling – through the provision of certain access services to VO network - BT to perform mobile services in its capacity of ESP(“MOU”).
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High Level Project Plan
15/052007End of 2007
LA
UN
CH
User requi-rements
30//07207
Processes design
Go
-to-
market P
lan
Pro
cesses an
d
System
s D
evelop
men
ts
Netw
ork
Develo
pm
ents
30/052007
Feasibility study
Vendor Selection Hardware procurement
Product Plan Sales plan Communication
Plan
Implementation
Installation and test
Network Design
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Sometimes innovation is ineffective …
15 Attachments!!
u there?
Meetings All Day
20 E-Mails!
“Have a Minute?”
5 Voicemails!
Information Overload• Too many devices• Anywhere/anytime
Technology Limits• Disparate solutions• Disparate access
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Infrastructure Infrastructure PBX/Centrex PBX/Centrex Database Database
Web ServerWeb Server
DevicesDevices
PC PC
Laptop Laptop PDA PDA
Telephone Telephone
Why does BT make the difference ?
EmployeesEmployees
Customers Customers
Suppliers Suppliers
Partners Partners
People People
Applications Applications
EnterpriseEnterprise
Email Email LOB Apps LOB Apps
PersonalPersonal
• Managed Messagging• AAI, OneSecurity • Internet Data Center
• IP centrex• Lan Management• BT Business Voice VIP• MPLS• ……….• Mobile Services
• IP Telephony• MobileXpress• Corporate Fusion
A convergent and integrated approach for every Business
Communications need
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The concept
At your Des k
Branch Office
Whatever’ you re doing
In the Air
On the Road
AudioConferenc ing
Head Office
PC
Mobile
Phone
PDA
Wherever you are
Whatever’ you re us ing
At Home
Des k Phone
Blackberry Contact
, Center IVR
,Mes s aging
( , , )email IM UM
Telephony
Collaboration
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UnifiedCommunications
MPLS DataInfrastructure
IP EnabledVoice Estate
• IP PABX’s• IP Handsets
• Any-to-Any• Class of Service• Gigabit/s
Converged Voice & Data
(Network)
• Security• LAN/WLAN
• VoIP• Hosted IPT
Converged Fixed & Mobile
ConvergedFlexibleWorker
•Site & Net FMC
• Home-worker• Roaming• Reduced Building Estate
Messaging, Collaboration
& Conferencing
• Web• Audio• Video•Mail •Voice mail •Push Mail•SMS•Fax•Instant Mess.
• Integrated Applications• Greater EfficiencyTraditional Data
Infrastructure
Traditional VoiceEstate
• Private Line• Frame Relay• ATM
• PABX’s• Voice VPN’s• Key systems
The path towards UCC is certainly complex and customers need to work with experienced partners