Device Creation Abhijit Kabra Accenture
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Unleashing the power of 4G and Open development to accelerate growth in the Smartphone industry
Symbian Exposition and Exchange October 2009 Copyright © 2009 Accenture All Rights Reserved.
Agenda
•
Introduction
•
Smartphone industry trends
•
Opportunities, Risks and Challenges
Copyright © 2009 Accenture All Rights Reserved.
2
The Smartphone industry has started adopting consumer experience centric bundles which can deliver simple yet compelling and engaging experience
User Control
Network(s)
Devices
Customer experience
Service Bundle
Cloud
(Infrastructure, Processes, Databank & Analytics)
Content / Services Source: Accenture POV on customer experience centricity Copyright © 2009 Accenture All Rights Reserved.
3
Advancements and trends in Networks, Software and Hardware will continue to fuel adoption of business driven by consumer centric experiences Time Value Driver
Verge of Commoditization
4G
Collaborative Open
Rich UE Centric
3.75G 3.5G
Open
Convergence Centric
Semi-Open
Multimedia Centric
Closed
Voice and Text Centric
Software
Devices Hardware
3G 2.5G Commoditized
2G
Networks Copyright © 2009 Accenture All Rights Reserved.
4
As strong bundles appear, the evolution will lead to increasing connection of bundles with each other to form federations … Future evolution of super-bundles
Eco system ‘bundles’ Devices
1. Technological attributes 2. Design
Maps
Stocks
News
1. Technological attributes 2. Design 3. Services
Source: Accenture POV on customer experience centric bundles Copyright © 2009 Accenture All Rights Reserved.
bundles Apple
Devices and Services
Video
Federations of
Google
1. Customer experience 2. Design 3. Technological attributes
5
4G will drive the network trends, creating new business levers for the Smartphone industry Manage data speeds of 50+ mbps High Data Speed
Optimized for better power management
High Quality of Service Maximum Coverage Seamless mobility across Radio Technologies Secured connection, content & context Lower price for connectivity
Key Connectivity Needs Copyright © 2009 Accenture All Rights Reserved.
Subscription upgrades Provide inbuilt video chat and conferencing features
Provide advanced collaboration social networking for enterprise users
Increase in VAS sales
Increase in data ARPU
Enable creation and consumption of HD content
Implications of 4G
Key Business Drivers 6
Collaborative Open will drive the software development trends, creating new business levers for the Smartphone industry
Feature rich and optimized platform Creation and delivery of “wow” user experience Creation, distribution & consumption of HD content, cool applications & e2e services Lower complexity and cost of software R&D Very high quality
Key Connectivity Needs Copyright © 2009 Accenture All Rights Reserved.
Differentiate through User experience, Form factor and Innovative features
Provide and promote Application Stores to sell content, applications and web2.0 services
Manage and leverage collaborative software development
Innovative features and rich user experience Higher sale of Content, Applications and Service Reduced cost and higher quality of software
Share rewards with the community Implications of Collaborative Open
Key Business Drivers 7
Different hardware trends will drive delivery of compelling consumer experience, creating new business levers for the Smartphone industry Hype Cycle for Mobile Device Technologies, 2009 Expectations Wireless Power Pico Projectors Bluetooth 3.0 High Performance Multicore Application Processors
Cool form factors, design and low-cost personalized styling
Multitouch Magnetometer Advanced Mobile Browsers NFC
Solar Power
Software-Defined Radio Camera-Based Gesture Recognition
Voice to Text on Mobile Devices
Advanced capabilities, features and applications
Bar Code Reader
Smartphone Hypervisors
Bluetooth LowEnergy Wireless Technology
Haptics GPS
Device refresh
AMOLED
Dual Noise Cancellation Dual Mode Phones
Mobile Transphones MEMs Displays Photonic Crystal Displays
Technology Trigger
Peak of Inflated Expectations
As of July 2009
Trough of Disillusionment
Slope of Enlightenment
Plateau of Productivity
Time
Years to mainstream adoption: Less than 2 years
2 to 5 years
5 to 10 years
More than 10 years
x
Obsolete before plateau
Source: Gartner (July 2009)
Hardware Trends Copyright © 2009 Accenture All Rights Reserved.
Key Business Drivers 8
Software
Networks
The new trends will drive growth in the Smartphone industry contributing 42.3% of the revenues by 2013 Subscription upgrades Increase in VAS sales Increase in data ARPU
Innovative features and rich user experience Reduced cost and higher quality of software Higher sale of Content, Applications and Service
Revenues by new trends will grow at a CAGR of 18.4% between 2009-2013 250
200
150
Hardware
60 112.5 42.3 73.9 21.1
50
Copyright © 2009 Accenture All Rights Reserved.
20
1.9 2010
0 2011
Revenues ($bn)
Device refresh
40
8.2 0
Advanced capabilities, features & applications
80 157.8
100
Cool form factors, design and low-cost personalized styling
100 220.4
2012
2013
New Trends Share (%)
Source: Gartner and Accenture Research 9
Key recommendations for the players in Smartphone value chain Consumer Centric Bundles
• Creation of adaptive software & services which learns and adapts to user preferences • Inbuilt features to collect and factor direct consumer feedback
Content, Apps, Services
• Develop end-to-end bundling strategy with 4G as the pipe to create and deliver differentiated services at premium
• Key differentiators: User Experience, cost, form factor, device quality • Consider creation of innovative sales and distribution with 4G operators and gain on possible early mover’s advantage
• Creation of end-to-end platform with HD content, high speed data and effective power management at the device-end
• Consider identifying and partnering with platform vendors who bring end-to-end capability, supports open development and have integrated multi modal radios
Value Chain
• Consider factoring the evolving form factors of Smartphones to MIDs and have a roadmap to seamlessly migrate into the HD era
Connectivity
Device
App Enablers Middleware
Platform
Operating System
Semicon 10
Conclusions •
4G and Collaborative Open software development impact all the players in the value chain
•
To stay competitive and have a winning edge the Industry needs to equally focus and thrive on - Business, Technology and Operational excellence
•
Players in the value chain must play on their strengths and aggressively build alliance with partners who bring complementary capabilities
•
New trends will result in … – New devices delivering rich user experience – Higher focus on consumer centric bundling / federations – New business, technology and operational challenges
The journey to high performance in the new era will be challenging but also more rewarding Copyright © 2009 Accenture All Rights Reserved.
11
Symbian Exposition and Exchange October 2009 Copyright © 2009 Accenture All Rights Reserved.
Agenda
•
Introduction
•
Smartphone industry trends
•
Opportunities, Risks and Challenges
Copyright © 2009 Accenture All Rights Reserved.
2
The Smartphone industry has started adopting consumer experience centric bundles which can deliver simple yet compelling and engaging experience
User Control
Network(s)
Devices
Customer experience
Service Bundle
Cloud
(Infrastructure, Processes, Databank & Analytics)
Content / Services Source: Accenture POV on customer experience centricity Copyright © 2009 Accenture All Rights Reserved.
3
Advancements and trends in Networks, Software and Hardware will continue to fuel adoption of business driven by consumer centric experiences Time Value Driver
Verge of Commoditization
4G
Collaborative Open
Rich UE Centric
3.75G 3.5G
Open
Convergence Centric
Semi-Open
Multimedia Centric
Closed
Voice and Text Centric
Software
Devices Hardware
3G 2.5G Commoditized
2G
Networks Copyright © 2009 Accenture All Rights Reserved.
4
As strong bundles appear, the evolution will lead to increasing connection of bundles with each other to form federations … Future evolution of super-bundles
Eco system ‘bundles’ Devices
1. Technological attributes 2. Design
Maps
Stocks
News
1. Technological attributes 2. Design 3. Services
Source: Accenture POV on customer experience centric bundles Copyright © 2009 Accenture All Rights Reserved.
bundles Apple
Devices and Services
Video
Federations of
1. Customer experience 2. Design 3. Technological attributes
5
4G will drive the network trends, creating new business levers for the Smartphone industry Manage data speeds of 50+ mbps High Data Speed
Optimized for better power management
High Quality of Service Maximum Coverage Seamless mobility across Radio Technologies Secured connection, content & context Lower price for connectivity
Key Connectivity Needs Copyright © 2009 Accenture All Rights Reserved.
Subscription upgrades Provide inbuilt video chat and conferencing features
Provide advanced collaboration social networking for enterprise users
Increase in VAS sales
Increase in data ARPU
Enable creation and consumption of HD content
Implications of 4G
Key Business Drivers 6
Collaborative Open will drive the software development trends, creating new business levers for the Smartphone industry
Feature rich and optimized platform Creation and delivery of “wow” user experience Creation, distribution & consumption of HD content, cool applications & e2e services Lower complexity and cost of software R&D Very high quality
Key Connectivity Needs Copyright © 2009 Accenture All Rights Reserved.
Differentiate through User experience, Form factor and Innovative features
Provide and promote Application Stores to sell content, applications and web2.0 services
Manage and leverage collaborative software development
Innovative features and rich user experience Higher sale of Content, Applications and Service Reduced cost and higher quality of software
Share rewards with the community Implications of Collaborative Open
Key Business Drivers 7
Different hardware trends will drive delivery of compelling consumer experience, creating new business levers for the Smartphone industry Hype Cycle for Mobile Device Technologies, 2009 Expectations Wireless Power Pico Projectors Bluetooth 3.0 High Performance Multicore Application Processors
Cool form factors, design and low-cost personalized styling
Multitouch Magnetometer Advanced Mobile Browsers NFC
Solar Power
Software-Defined Radio Camera-Based Gesture Recognition
Voice to Text on Mobile Devices
Advanced capabilities, features and applications
Bar Code Reader
Smartphone Hypervisors
Bluetooth LowEnergy Wireless Technology
Haptics GPS
Device refresh
AMOLED
Dual Noise Cancellation Dual Mode Phones
Mobile Transphones MEMs Displays Photonic Crystal Displays
Technology Trigger
Peak of Inflated Expectations
As of July 2009
Trough of Disillusionment
Slope of Enlightenment
Plateau of Productivity
Time
Years to mainstream adoption: Less than 2 years
2 to 5 years
5 to 10 years
More than 10 years
x
Obsolete before plateau
Source: Gartner (July 2009)
Hardware Trends Copyright © 2009 Accenture All Rights Reserved.
Key Business Drivers 8
Software
Networks
The new trends will drive growth in the Smartphone industry contributing 42.3% of the revenues by 2013 Subscription upgrades Increase in VAS sales Increase in data ARPU
Innovative features and rich user experience Reduced cost and higher quality of software Higher sale of Content, Applications and Service
Revenues by new trends will grow at a CAGR of 18.4% between 2009-2013 250
200
150
Hardware
60 112.5 42.3 73.9 21.1
50
Copyright © 2009 Accenture All Rights Reserved.
20
1.9 2010
0 2011
Revenues ($bn)
Device refresh
40
8.2 0
Advanced capabilities, features & applications
80 157.8
100
Cool form factors, design and low-cost personalized styling
100 220.4
2012
2013
New Trends Share (%)
Source: Gartner and Accenture Research 9
Key recommendations for the players in Smartphone value chain Consumer Centric Bundles
• Creation of adaptive software & services which learns and adapts to user preferences • Inbuilt features to collect and factor direct consumer feedback
Content, Apps, Services
• Develop end-to-end bundling strategy with 4G as the pipe to create and deliver differentiated services at premium
• Key differentiators: User Experience, cost, form factor, device quality • Consider creation of innovative sales and distribution with 4G operators and gain on possible early mover’s advantage
• Creation of end-to-end platform with HD content, high speed data and effective power management at the device-end
• Consider identifying and partnering with platform vendors who bring end-to-end capability, supports open development and have integrated multi modal radios
Value Chain
• Consider factoring the evolving form factors of Smartphones to MIDs and have a roadmap to seamlessly migrate into the HD era
Connectivity
Device
App Enablers Middleware
Platform
Operating System
Semicon 10
Conclusions •
4G and Collaborative Open software development impact all the players in the value chain
•
To stay competitive and have a winning edge the Industry needs to equally focus and thrive on - Business, Technology and Operational excellence
•
Players in the value chain must play on their strengths and aggressively build alliance with partners who bring complementary capabilities
•
New trends will result in … – New devices delivering rich user experience – Higher focus on consumer centric bundling / federations – New business, technology and operational challenges
The journey to high performance in the new era will be challenging but also more rewarding Copyright © 2009 Accenture All Rights Reserved.
11
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