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Transcript of - Considerations in Smart Ecosystem, Symbiosis, and Co-evolution - Yasushi Okamura Director, Global...
Carriers and UsersCan we all live together?
- Considerations in Smart Ecosystem, Symbiosis, and Co-evolution -
Yasushi OkamuraDirector, Global Client Advisor
Oracle Corporation
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What is to be Symbiosis?Example of Symbiosis
Clownfish( 흰동가리 ) and Anemones( 말미잘 )Clownfish needs territoryClownfish protects from anemone-eating fishAnemone’s stinging tentacles protect the clownfish from
its predatorsMucus on the clownfish protects it from the stinging
tentaclesThey help each other and live together in perfect
harmonyCan Carriers and Users be Symbiosis?
From Wikipedia, the free encyclopedia
4
More known “Symbiosis”Symbiotic Marketing (Commensal Marketing)
Marketing activities in free market economy whose priority is in building “trust” rather than “profit” for company & company, company & consumers, nation & nation, human & nature
Especially this trend is visible in drug and food industry where losing “trust” may potentially damage the company and put it out of business
This is considered to be “Social Responsibilities” as well as “Social Cost”For Symbiotic Marketing, focus is on 4C (Commodity, Cost, Channel,
and Communication) - See “7Cs COMPASS MODEL” Since 60s, marketing focused on 4P (Product, Price, Place, and Promotion)
In Symbiotic Marketing, companies and people should be able to live together (be symbiotic) in the free market economy even in the time of hard economy or the worst case some natural disaster
5
Other “Symbiosis”Symbiotic care services and salons for the elderly as
social infrastructureSymbiotic facilities that minimize the damage to the
nature and environment including housing complex, shopping malls, or resorts
and…Symbiotic network society where person & person,
people & people, parents & children & grandchildren can be “connected” through the means of Social Media and M2M
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What is to be Co-evolutionally?Example of co-evolution
Hummingbird( 벌새 ) and Ornithophilous( 난초과 )Hummingbird (bird) and Ornithophilous (flower) have co-evolved Flower has nectar suited to bird‘s diet (needs high energy)
Bird’s high energy requirements, which are the most important determinants of their flower choice
Flower’s color suits the bird’s visionFlowers tubular shape fits that of the bird’s bills
Tubular flowers force a bird to orient its bill in a particular way when probing the flower and this also allows the plant to place pollen on a certain part of the bird's body
Blooming time of the flower coincide with bird’s breeding seasonThey had a mutual benefit to evolve togetherWill Carriers and Users co-evolve?
From Wikipedia, the free encyclopedia
8
Have we become Symbiosis?Have we Co-evolved?Internet and us…
We have became symbiosis and have co-evolvedSince the inception of ARPANET in 1960 and the changes
made from ARPANET to TCP/IP in 1983…We have become symbiosis with internet as we live together
with the internet and cannot imagine the world without itI am pretty sure internet (if it had its own mind) cannot imagine
having no usersWe have also evolved to adapt internet into our working and
personal lives very deeply Even my parents who are very very analog by nature use emails for
some of their communicationsMankind is symbiosis to internet and has evolved in this past 29
years and so did internet
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What is a Carrier?How do you consider telecommunication carrier within your life?
Carrier to usPhone line?
Maybe to my parents…Utility?
Probably not as critical as water, electricity, or gas, but it is close to become important social infrastructure…
Highway? We do feel frustrated when the traffic is heavy and responses are slow…
Broadcast or Media? To my kids, “Yes”… My daughter (20 years old – lives alone) does not own a TV, but
have desktop and note PCs, and mobile phone; and she tells me these are good enough source of information…
Library? When I forget something or want to research, I don’t look up dictionaries or go to
library any more… When my wife cooks something new, she gets the recipe from her mobile phone…
12
Business EnvironmentWhat is going on?
Sold 55 Million in less than 2 years
It took 5 years to sell that many…
…and 22 years to sell that many
- Tim Cook, February 14th , 2012 at Goldman Sachs Technology and Internet Conference in San Francisco, CA.
Apple
14
• Innovative Products?Absolutely…
• How about a tightly integrated very smart ecosystem?
Of course…
• … with a customer experience that delights and drives strong loyalty
What is driving Apple’s explosive growth?
15
Why Apple so successful?Apple knows
Who you are…Where you are…What you do…When you do things…Why you do things… How you do things…How much…and has very sophisticated recommendation engine…
Other companies who may be in the similar situation and successful… and potentially
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Cloud Services
Apple vs. Google vs. Microsoft
Hardware (devices)
• Handsets (iPhone)• Tablet PCs (iPad)• PCs (Mac)• STBs (Apple TV)• Other (iPod)
• Handsets• Tablet PCs• STBs (Google TV)
• Handsets• PCs (including Booklet 3G)• Other (Zune, Xbox)
Software
• Handsets (iOS)• Tablet PCs (iOS)• PCs (Mac OS and various other applications)• STBs (iOS)
• Handsets (Android)• Tablet PCs (Android)• PCs (Android, Google Chrome OS, Google Docs)• STBs (Android and Google Chrome for Google TV, Dreampark IPTV middleware)
• Handsets (Symbian, Windows Phone 7)• Tablet PCs (Windows 7)• PCs (Windows are various other applications)• STBs (Microsoft Mediaroom)
Content aggregation and distribution
• Music, video (iTunes) • Music (Google Music Beta), video (YouTube)
• Music, video, games (Ovi Store, Zune, Xbox LIVE)
Applications • App Store • Android Market • Ovi Store, Windows Marketplace for Mobile
Key assets of the major integrated communications and media solution providers [Source: Analysis Mason, 2011]
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Assessment of selected integrated solution providers [Source: Analysis Mason, 2011]
Integrated SolutionApple
Closed, proprietary ecosystem across devices (PC, TV, mobile, and tablet)
GoogleOpen source software and open ecosystem
MicrosoftIn between Apple and Google
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Softbank and NTT DoCoMoSoftbank
Recorded 6.6 % increase in revenue and 65.4% increase in profit
Will spend close to 600B JPY (16% increase) in capital investment for in FY12
NTT DoCoMoAnnounced its Smart Phone service “d-Market
VIDEO Store” now has over 1 million “paying” users
“d-Market VIDEO Store” started just 6 months ago (November, 2011) 525 JPY / month – all you can view on more than
5,000 movies, anime, and dramas
- “Mainichi” Newspaper, April 27, 2012
- “Mainichi” Newspaper, April 26, 2012
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What is neededfor Smart Ecosystem?Ecosystem in Entertainment…
Digital Assets
Humans Gone DigitalSo we are symbiosis and have co-evolved with carriers
21
Convergence of TV, Internet and Mobile Communications
Video ServicesSocial Networking News and General Information
Communications
Photo Services
Other Internet Services
TV WIDGETS
Call notification
Voicemail
Messaging
New ways to connect and Ecosystem
22
TV Widget Solutions
London Olympic, TV, Smart Phone, and SNS (i.e Twitter)
Content / Service Providers
Carriers, Providers, Cable Operators Internet
CommunicationsService Delivery
WIDGETS
Application
Server (AS)
Fixed
Payment
Mobile
more...
TV Viewer
Supported for: To be available on:
Collab
Converged Triple play TV Widget Solution
23
Consumer Entertainment
Smart Ecosystem
Comprehensive Entertainment and Technology
MusicContents
GameContents
Video Services
Social Networking
News and Information
Communications
Photo Services
Other Internet Services•Call notification
•Messaging•Vocemail
24
Digital LifestyleOnce again we are symbiosis and have co-evolved
25
Connected Digital Lifestyle
26
CarriersSubscribers
Content Providers Advertisers
Contents
Deliver
Advertisement
Marketing & Advertising
Use or View
원
27
Layering Real-time info onto the Real World
What’s around me?Who else is here?
Adds context to the real-world
Augmenting Reality
28
Seeing Opportunities Ahead
29
Providers and Carriers challengeWho can help?
The Business Challenge Presented
Manage the Customer Experiences
Increase Revenues and Staying Relevant
Manage PartnersSpeed to deploy
New Services and Offers
Business Challenges
31
Business Architecture
Industry Challenges
Business Strategy &
Vision
IT Strategy & Vision
Business Architecture Dimensions
32
• Per Application User• Per Transaction• Per Program / Activity
• Per Hour• Per Input / Output• Per Message
• Per Item• Per Group• Per Discount / Incentive
Multi-channel DistributionINTERNET
SaaS
WebCall Center
The combined network and cloud offering can become a big differentiator
Service offerings
Platform offerings
Physical goods offerings
Partner offerings• Per Bundle• Flat Rate / Subscription• Per Trial offer period
Partner Ecosystem
Business Management
33
User Generated Content s& Events
Multi-Platform Comm.
Classified & Commerce
Affiliation tools
AdvertiserTools
Locationtools
ExclusiveInformation
Personal Publishing
(blogs, video, photo)
Media Sharingtools
Events & Meeting Tools
Mobilization
CulturalCommunity
tools
Discovery Access
BelongingSharing
Confidence
Knowledge
Self Expression
Recognition
Identification&
Individuality
• Understand core needs and facilitate
Filling NeedsSociological Approach
34
Service Delivery ChallengesMultiple silo-ed architectures Inconsistent customer touch
pointsDisparate data centers, no
virtualizationPoor visibility to customers
and ordersWeak analytics
Cloud services
35
Content Partners
Digital Content Store
Store
CommercePromotionDiscovery
Warehouse
Device MgmtContent MgmtPartner Mgmt
Consumers
Marketing & Advertising Campaigns
Billing
Digital Rights Mgmt
Channel Mgmt
Support
Self Service
Call Center
Knowledge Mgmt
Collaboration
calendar
chat
Social Int.
Iden
tity
Mgm
t
Components required for Smart Ecosystem
36
Platform Reference Architecture
Business Services Layer
User Interaction Layer
High Availability Infrastructure Layer
Information & Content Layer
Enterprise Managem
ent
Enterprise Service
Repository
Top Dow
n Automated M
anagement
End-to-End Continuous Monitoring
Information
Lifecycle M
anagement
Mod
ellin
g &
Des
ign
Tool
s
Dev
elop
men
t Too
ls
Ente
rpris
e D
evel
opm
ent
Aggregations & Summaries Unstructured Data
Master & Reference Data
Operational Data Media Images
Storage DW Servers
Distributed Caching
User Interaction Experience and Advanced Personalization
Collaboration and Community Management
Data Integration
Process Management Event management
Enterprise Service Bus
Busi
ness
Rul
es
Identity & Access M
anagement
Data Security
Security
Service Delivery Platform
Multi-Device Management
Virtualization
Customer Contact Management
Digital Rights Management
Registration & Activation
Advertising Management
Serv
ice
Crea
tion
E-Commerce Services
Product Data Management
Enterprise Business Services Portfolio
Recommendation & Search
Partner / Channel Integration
Developer Enablement
Orchestration
Pricing & Promotion Management
CorporateAdm
inistration
Payments & Subscriptions
Application Services Layer
Application Servers
Databases / Grid OLTP Servers
Fault Tolerance / DR
Customer Loyalty Services
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Different Worlds Merging…
Signaling System No.7 – MTP, SCCP, ISUP
99.9% or 99.99%
38
You need lots of smiling faces… You need to know your customers and treat them just like your family
MusicContents
GameContents
Video Services
Social Networking
News and Information
Communications
Photo Services
Other Internet Services•Call notification
•Messaging•Vocemail
In order to create Smart Ecosystem…
39Could services are the key to the success in creating new Smart Ecosystem
Cloud Computing
40
• Enable an integrated Smart Ecosystem
• Improved your customer’s experience
• Increase customer loyalty
MusicContents
GameContents
Video Services
Social Networking
News and Information
Communications
Photo Services
Other Internet Services•Call notification
•Messaging•Vocemail
Services BillingCatalogue
Update
Online OfferPromotion
Management
Daily RevenueReconciliation &
Recognition Management
Service Usage &Charging
ServiceAuthorizationSubscriber Service
Purchase & Wallet Top-up
Subscriber CampaignPlanning
Subscriber Billing &Dispute Resolution
Billing Reporting &Account-level AnalyticsOnline
ServicesDesign
Subscriber Account
Management
Oracle can deliver a solution to…
41
My last thoughts…What should we keep in mind?
Earthquakes, Aftershocks, and TsunamiWhat happened on 2011-3-11 and after…
Providers’ Internet was not connectable for the households who had no electricity Carriers telephone lines were out of service due to the damage and no electricity TVs were not viewable for the households who had no electricity Emergency phone services were provided by carriers which was helpful where you
can leave a voicemail for the rest of the family and relatives to hearBut…
Twitter was the best way to communicate through mobile phones
YouTube was the best way to learn what is going onThis was the “WIN” for carriers In the world of new Smart Ecosystem, ones who pay “premium” for better
and faster services with much bandwidth should enjoy the benefits…but I believe carriers have social responsibility to be “biased towards
emergency “43