Foreword
Enough of the technical challenges, what of the commercial, what kind of sus
tainable business models will we see in future? The lazy answer is that mobile
-
adv
es (~US $2 T
ertising will pa
of magnitude larger than those from online/mobile adv
rillion) dw
y for all, but annual rev
arf those from global adv
enues from telecommunications servic
ertising, which in turn are orders
-
ing clearly has an important role to play, particularly in local search, but in real
ertising today. Advertis-
ity this will be just one component of a more complex commercial mix.
-
There is a clear “expectation gap” between the mobile oper
and dev
their communication services a
eloper communities on the other. Developers expect oper
ators on one hand
ators to make
“tr
tal rev
affic”
enue not just incremental tr
. Operators want a return on their in
vailable for free, with the promise of additional
affic.
vestment and need to see incremen-
Whilst “flat free” tariffs remo
a headache for network oper
ve the tariff uncertaint
ators. Truly “flat fees” are a modern mark
y for end users, they present
m
age policies. This is simple economics, in the absence of incremental cost, tr
yth, read the small print and the reality is large bundles with caps and fair us
eting
-
increases exponentially. This is already becoming a problem with fixed ISPs (e.g.
affic
the
severe, as they are inherently supply limited on the r
BBC iPlayer in the UK), but the problems for mobile networks will be more
adio access.
When it comes to staking a claim on future rev
fish in the sea. Companies lik
enues there are many other large
a
facturers lik
way from the desktop oper
e Nokia
ating systems and in to “the
e Google will continue to push more applications
cloud”. Device manu-
selves as online service pro
also see an open door (“Ovi”) and are reinventing them-
should remember that tomorrow’
viders. Howev
s competitors ma
er, even the largest of today’s players
mobile environment, new players ma
y be different. In a truly open
founded in 2005), but they may also disappear just as quickly
y emerge quickly (YouTube
.
was only
It would be short
works of tomorrow will be simple extensions of toda
-sighted in the extreme to imagine that the open mobile net-
bile experience is fundamentally different to the desktop PC, it is personal and it
y’s fixed Internet. The mo-
is immediate, the world in y
teract with their environment will be far more widespread. Short
our pocket. The ability of tomorrow’
-r
s devices to in
ange technolo
-
gies like NFC and RFID are already being trialled for banking, transportation,
-
smart
cations is virtually endless.
-posters, health monitoring, utility metering etc. The list of potential appli-
It would also be wrong to imagine that open mobile networks will only be used
b
communications is on the increase. Man
y human beings for person-to-person communications. Machine-to-machine
are now being replicated in the enterprise sector
y of today’s social networking concepts
broader benefits of “ubiquitous” networks and are experimenting with mobile
. Governments too see the
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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