Impressions From Mobile World Congress 2013: Emphasize Usage Scenarios To Retain Relevancy

 

In light of my expectations (http://goo.gl/ZIU9d), Mobile World Congress contained few real surprises this year. This is not to say that MWC was boring: It provided valuable insights into the state of the mobile market from an enterprise perspective:

  • No single theme dominated. However, it felt as if everybody was talking about some combination of cloud, mobility, and big data. Many providers and vendors added the theme of customer experience to the mix and seasoned it with many acronyms. Unfortunately, in most cases this was not enough to trigger real excitement. The lack of a single new hot trend indicates that the mobile industry is maturing. Mobility has arrived center stage.
  • Most vendors are addressing consumerization only in the context of BYOD. In my view, BYOD is only one aspect of consumerization. I believe we will see the broader impact of consumerization in the near future. Consumers increasingly expect to work in a manner reflecting communication methods that are familiar in the context of friends and family. Also, consumers are increasingly asking to work when and where they want. Although some companies, including Yahoo (good luck!), are reintroducing the traditional concept of "the team works in the office," the overall trend is toward a more fragmented and consumerized working environment. In turn, this offers potential for mobile workplace solutions.
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From An Enterprise Perspective, Mobile World Congress 2013 Will Focus More On Solutions

As an analyst who focuses on the future of communications and the implications for business, I will travel to Mobile World Congress (MWC) with several expectations:

  • There will be a greater focus on business solutions, not just hardware and software exhibits. OK, in many respects, this is probably more of a hope of mine than an expectation. MWC visitors will still encounter hall after hall of software and hardware. Still, I expect many exhibitors, including device players like Samsung, to show a growing awareness by focusing more on actual end user business needs, including a vertical perspective.
  • Consumerization as a focus area is just heating up. The information workforce is fragmenting. Information workers will increasingly expect to work in a flexible framework. Forrester’s research highlights significant differences in communication and collaboration behavior between age groups. Social media — the communication channel of choice for those now entering the workforce — brings big challenges for businesses in the areas of procurement, compliance, human resources, and IT. However, I expect these themes to be addressed mostly superficially at MWC.
  • The merger of big data, mobility, and cloud computing is recognised as a large business opportunity. Mobility by itself only scratches the surface of the opportunities in areas like customer interaction, go-to-market dynamics, charging, and product development, which are emerging in combination with big data and cloud computing. I expect providers like SAP to touch on several aspects of this trend. The momentum is supported by the trend toward software-defined networking.
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Google Pays Orange To Carry Video Traffic

Orange’s CEO mentioned during a business show on French TV that Orange is receiving money from Google for transmitting Google’s traffic (most of which stems from YouTube). No details about the financial arrangement of the year-old deal were disclosed.

Given the well-known explosion in data traffic, carriers must invest a significant amount in their network infrastructure to support this traffic. See the Forrester report, “The Future Of Telecom: Strategies To Move Off The Endangered Species List,” for more information. For years, carriers have argued that online service providers (OSPs) like Google should pay for using the carrier network infrastructure.

So, does the Orange-Google deal mean that Orange has won a true victory and that the balance of power between carriers and OSPs is restored? Does the deal really address the challenges of the carrier world? Hardly.

  • Carriers rely on video content that drives demand for high broadband connectivity. Moreover, consumers already pay the carriers for their broadband connectivity. In my opinion, there is a valid argument that those end users who want high-quality video should be able to have it at extra cost. But this extra fee could be paid directly to the carrier in the form of a high-end broadband connection fee. Alternatively, the carrier could offer wholesale connectivity to OSPs, allowing the OSPs to offer content that comes with embedded high-quality connectivity.
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Cisco's message is getting clearer

 

At the Cisco Live EMEAR 2013 event in London, Cisco brought a new down-to-earth dynamism to the table. The vision for how Cisco is intending to empower its clients in an evermore connected world is becoming clearer. In this blog, Forrester analysts Dan Bieler and Peter O’Neill discuss their take-home messages from the event:

Hosted Collaboration Solution is empowering its high-end channel partners.

Dan. HCS, Cisco’s hosted collaboration suite, allows carriers to offer cloud-based as-a-service solutions, comprising unified communications, telepresence, contact centre, as well as a range of communication features under the Jabber brand. In EMEAR, BT, Telefonica, and Vodafone are already selling HCS, primarily aiming it at MNC customers. It remains to be seen whether the HCS pitch is the right one for smaller carriers and SMBs, especially as Cisco remains committed to catering to SMBs.

Peter. They also need to think about being more attractive to the needs of midmarket system integrators and MSPs. That means they must provide different price configurations that are attractive to SMBs. Positioning themselves only to the national telcos is quite restrictive and doesn’t match the increasing demand we are seeing for these solutions across the market. But, of course, if they want to compete in the SMB segment, they’ll compete with Google and Microsoft and their pricing strategies. The best way to run two pricing strategies is to use two brands.

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