Analysing the dynamics in the converging Digital Ecosystem Digital Asset Mapping of Interdepencies...

Analysing the dynamics in the converging Digital EcosystemDigital Asset Mapping of Interdepencies in Actor Networks (DAMIAN)

VoIP and managed mobile telephony services

CRNI 2013, Brussels - Frank Berkers, Pieter Nooren and Menno Bangma

2

Analysing DynamicsCRNI 2013 - Frank Berkers

assets

Skype

AppleVodafone

companies

consumption

retail services

OTT VoIPmobile voice

distribution

aggregation

service prov.

navigation

Regulation

retail markets

voice services

Internet access

device maker

mobile telephony providerISP

OTT VoIP provider

service aggregator

roles


3

2009

: Sky

pe re

leas

es a

pp fo

r iPho

ne

3G v

ersio

n bl

ocke

d20

10: 3

G v

ersio

n al

lowed

Forb

idde

n b

y m

obile

ope

rato

rs in

term

s of

use

2011

: Net

neu

trality

in D

utch

Tel

ecom

s la

w

2013

: pro

posa

l for

Eur

opea

n re

gula

tion


4

Production

Rights

Aggregation

Application specific

functions

National/ International IP Network

Global CDN

Inte

rnet

Exc

hang

e

man

aged

Bes

t E

ffort

IP

Set-Top Box

Portal

App

TV

Tablet

Smartphone

PCHom

e N

etw

ork

CDN

Website

Content creationContent

aggregationService

provisionDistribution Navigation ConsumptionService

aggregation

Global Cloud

Cloud

Dedicated device

AggregationService

Application specific

functions

Consumptionconsumptiondistributioncontent

creationnavigation

serviceprov.

content aggr.

serviceaggr.


5

brand

customer profiles

customer relationbilling relation

mobile voice network

mobile data network

peering relations

global interconnection

dedicated 112 routing

QoS control

customer base

brand

customer profiles

customer relation

customer base

app

app store

device & OS

brand

customer profiles

customer relation

billing relation

customer base

proprietary naming scheme

standard phone numbers


6

Value of the service for the end-user

Find & Obtain

Experience

Function & Content

Enable & Connect“Is it accessible and available?”• mobile network, CDN• smartphone, OS

“How to find and obtain it?”• search engine, EPG, app store• customer relation, billing, user profiles

“What do I get?”• content, quality, formats• search algorithm, large user groups

“How well does it work?”• apps, OS on smartphone• complete environment• home network integration

Own Others Own Others4 Experience 2 1 3 0

3 Product/Content 3 0 3 02 Find/Obtain 3 0 1 3

1 Enable/Connect 2 1 0 310 2 7 6

Skype Skype voiceVodafone Mgd Voice


7

none many

# alternativesavailability

com

ple

tely o

pe

nclo

sed

openness

accessibility to others

2

1

Open

Fair Use

FRAND

Commercieel/Exclusief

Closed

Own use only

High Entry barriers

Low entry bariers

Few alternatives (1-2)

Many alternatives

Few alternatives (1-2)

Many alternatives

No alternatives High switching/Installation Costs

Low switching/installation costs

Availability of alternatives

Leve

l of

open

ness

3

2

1

34

5

6

2

5

7

1

2

3

4

5

6

influence dependency

dependency offset by good supply of alternatives

no influence

commercially dependent

dependent together with other actors

as good as independent

dependency risk

Own use only

little influence

controlling influence

Market player influence

Influence potential

dealbreaker

7

dealbreaker influence

N/A

1

2

3

4

5

6

7

Asset Influence / Service Dependency


8

Influence Dependency

1 No 0 0 6 Dealbreaker 0 02 Little 3 1 5 Commercially 0 3

3 Potential 0 0 4 With other actors 0 04 Market Player 0 0 3 Risk 0 0

5 Controlling 0 1 2 Offset by good supply 0 26 Dealbreaking 0 0 1 As good as independent 0 1

7 Own Use Only 7 0 7 N/A 7 0

10 2 7 6

Vodafone Mgd VoiceInfluence Dependency

Skype Skype voice

Vodafone Skype All serviceson Skype Vodafone Apple

6 Dealbreaker 0 0 05 Commercially 0 0 4

4 With other actors 0 0 03 Risk 0 0 0

2 Offset by good supply 0 1 11 As good as independent 0 1 0

7 N/A 0 0 0

0 2 5

Reciprocity


9





7 N/A 0 0 0

0 2 5

What if…? Net neutrality is dropped


10





7 N/A 0 0 0

0 2 5


11

Conclusions

Case

Similar services, yet totally different User Value profiles

Coopetition

Balanced reciprocity, enabled by regulation

Third controller

Methodology

Illustrates effects of regulation (technology, strategy) on reciprocity

Co-developed and adopted by industry and regulators

Other cases: search neutrality, HbbTV, Interop, NL-alert, Flash

Neutral

Networked

Scoping and instance/types

Technical / regulatory knowledge required

Extensions, improvements

Thank you!

Any Questions?

Frank [email protected]

Analysing the dynamics in the converging Digital Ecosystem Digital Asset Mapping of Interdepencies...

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