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Device Creation Abhijit Kabra Accenture
Device Creation Abhijit Kabra Accenture
Device Creation Abhijit Kabra Accenture
• Introduction
User
Control
Service
Bundle
Network(s)
(Infrastructure,
Devices Customer Cloud Processes, Databank
experience & Analytics)
Content /
Services
Time
Value Driver
Collaborative Rich UE
4G Open Centric
3G Multimedia
Semi-Open
Centric
2.5G
Voice and Text
Commoditized Closed
2G Centric
Federations
of
Eco system
‘bundles’ bundles
Devices and Apple
Services
Devices
Stocks News
1. Customer
1. Technological experience
attributes
1. Technological 2. Design
attributes 2. Design
3. Technological
2. Design 3. Services attributes
Differentiate through
User experience, Form
Feature rich and factor and Innovative
optimized platform features
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
Subscription upgrades
50 21.1 20
Cool form factors, design and
low-cost personalized styling
Hardware
8.2
0 1.9 0
Advanced capabilities, features 2010 2011 2012 2013
& applications
Revenues ($bn) New Trends Share (%)
Device refresh Source: Gartner and Accenture Research
• Creation of adaptive software & services which learns and adapts to user Consumer
preferences Centric
• Inbuilt features to collect and factor direct consumer feedback Bundles
• Consider factoring the evolving form factors of Smartphones to MIDs and have a Content,
roadmap to seamlessly migrate into the HD era Apps,
Services
Value Chain
• Develop end-to-end bundling strategy with 4G as the pipe to create and deliver
differentiated services at premium Connectivity
• Creation of end-to-end platform with HD content, high speed data and effective App Enablers
Platform
Middleware
• Consider identifying and partnering with platform vendors who bring end-to-end Semicon
capability, supports open development and have integrated multi modal radios
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