Wednesday, February 06, 2013
Future of telecom companies and smartphones, mobile devices and why the telecom business model is broken. Patrick Dixon conference keynote speaker on telco issues and customer experience. Where will future telecom revenues come from and risks to future strategy. Future customers will be even more impatient about waiting for -- web pages to load, calls to be answered, software to update, mobile devices to reset. Future of customer services and customer relationship management. Technology convergence or divergence and why all innovation is divergent. Ethical issues when companies sell hardware or software that they know contains significant bugs eg failure to reliably synchronise PC and phone data. Why risky to believe results of market research as guide to future trends -- because customers change rapidly. Converging on features, quality and price results in spiral to bottom on profits and return on equity. Cloud-based computing and impact of cloud software on enterprise system design. New revenue models for telecom companies -- enterprise solutions, cloud-based data management, mobile payments and financial services. 90% of all Microsoft R&D is cloud-related in some way. Radical opportunities to provide free mobile devices, handsets, ipads etc, bandwidth, calls, SMS and online content, free storage of photos and movies in the cloud, in return for agreement to use mobile device almost exclusively for card transactions. Paid for by commissions on mobile transactions charged to retailers, and also by charges for credit, loans, insurance and related financial products. Biometric mobile payments -- using screen detection of fingerprints. Most debates about future are about timing of predictable events -- eg date by which costs of mobile devices falls so low that they can be provided for free by a financial institution. Impact of regulation and compliance. Why bandwidth use will be dominated by video -- which already consumes more than 70% of all bandwidth in some European nations. Impact of YouTube and BBC iplayer in the UK. Why telcos are being overtaken by video streaming as primary use of mobile and landline data. Dwarfing all voice calls, SMS, emails etc. Geopositioning and multichannel marketing, impact of Big Data on smart direct marketing campaigns. RFID tags in the internet of things. Concerns about privacy from data harvesting of consumer information to produce accurate insights about future purchasing decisions. Impact on mass market, fast moving consumer goods (FMCG). Future of Google and other search engines and impact of social networks such as Facebook and Twitter on future search listings, and what appears on Google Pay per Click adverts. How social network recommendations are winning trust over corporate websites, and why sites like TripAdvisor are dominating consumer decisions. Winning trust, or restoring trust, is the most important challenge facing many corporations. The only product or service a bank sells is trust and without trust you have no bank. Without trust, it may be that you have no government either. Why opinions of complete strangers are more influential over most consumers in some industries than official marketing information. Why traditional marketing is dead in the third millennial, multi-dimensional online world. Video recorded in 2012 for global leaders of enterprise technology and innovation for one of the world's largest telecom companies.