The Handset OpportunitiesThe Handset Opportunities
Mike van der WallenMike van der WallenCorporate Vice President,Corporate Vice President,Head of EMEA Sony EricssonHead of EMEA Sony EricssonMobile CommunicationsMobile Communications
November 21, 2002November 21, 2002
Evolution of consumer needsEvolution of consumer needs
Offerings to meet market demandsOfferings to meet market demands
The new roles of operators,The new roles of operators,handset suppliers and content partnershandset suppliers and content partners
Market shiftDevelopment of consumer needsDevelopment of consumer needsOut of the box Out of the box
experienceexperienceEasy to useEasy to use
Share the Share the momentmoment
Get entertainedGet entertained
Be connectedBe connectedeverywhereeverywhere
Making life easierMaking life easier
PersonalisationPersonalisation
One single deviceOne single device
Market shiftMarket developmentMarket development
Consumer with his needs as theConsumer with his needs as thecentre pointcentre point
From technology push to consumer From technology push to consumer benefit pullbenefit pull
From voice centric to broad usage From voice centric to broad usage
The mobile device as your help in all The mobile device as your help in all situationssituations
Market shiftHandset market situationHandset market situation
Source: MDA 2002:2 Source: MDA 2002:2
87%
13%
New services and possibilitiesNew services and possibilitieswill drive the marketwill drive the market
Wide variety of suitable productsWide variety of suitable productsand right business model neededand right business model needed
Change the consumer propositionMobile Integrated Business ModelMobile Integrated Business Model
StimulateStimulate service take-up withservice take-up with exciting content exciting content
EnableEnable operators to deliver new operators to deliver newrevenue-generating applicationsrevenue-generating applications
LaunchLaunch integrated portfolio of integrated portfolio ofattractive and competitive productsattractive and competitive products
Change the consumer propositionFirst Phase – Market Development First Phase – Market Development
Product & application availability drives Product & application availability drives new user behaviournew user behaviour
Imaging
Imaging
EntertainmentEntertainmentConnectivity
Connectivity
Change the consumer propositionNext Phase – Market Penetration Next Phase – Market Penetration
Content & services growth drivesContent & services growth drivesdemand for bandwidthdemand for bandwidth and and product developmentproduct development
Change the consumer propositionOr to put it another way ….Or to put it another way ….
FirstFirst : : get consumers using cars get consumers using cars and appreciating the benefitsand appreciating the benefits
ThenThen : : respond to their demands for respond to their demands for faster cars and wider roadsfaster cars and wider roads
PlusPlus : : show the value of advancedshow the value of advancedtechnology (e.g. ABS brakes)technology (e.g. ABS brakes)
Change the consumer propositionPerspectives from another industry Perspectives from another industry
“Don’t worry – there’s a FedEx for that”
“Guaranteed delivery in 210 countries”
“647 aircraft and 45,000 vehicles”
Change the consumer propositionDriving New User Behaviour – Creating DemandDriving New User Behaviour – Creating Demand
Change the consumer propositionThree Applications Focus AreasThree Applications Focus Areas
En
able
rsE
nab
lers
Be
are
rsB
ea
rers
MMSMMS CameraCamera JavaJava BrowserBrowser DRMDRM BluetoothBluetooth
WAPWAP
GPRSGPRS
ImagingImaging EntertainmentEntertainment ConnectivityConnectivity
Two typical consumer scenariosTwo typical consumer scenarios
1. Share the moment - Instant Imaging1. Share the moment - Instant Imaging
Consumer proposition example: Consumer proposition example: Instant emotions available at any timeInstant emotions available at any time
Capture / Edit / SendCapture / Edit / Send MMSMMS
EmailEmail
WAPWAP
ViewView
StoreStore
Two typical consumer scenariosTwo typical consumer scenarios
2. Get entertained while waiting2. Get entertained while waiting
The consumer needs to The consumer needs to know about the opportunitiesknow about the opportunities
Show clear examplesShow clear examples
A new partnership modelStimulate consumer demandStimulate consumer demand
The handset supplier asThe handset supplier asappetizer and facilitatorappetizer and facilitator
Embedded Embedded GamesGamesGreat Great
gamesgamesavailableavailable
“out of the “out of the box”box”
DownloadableDownloadableGamesGames
A few more A few more “teasers” “teasers”
available from available from handset handset
supplier or supplier or operatoroperator
DownloadableDownloadableGamesGames
Premier games Premier games available from available from operator / SPoperator / SP
A new partnership modelImportance of partnershipsImportance of partnerships
Partnerships are crucial to stimulate consumer Partnerships are crucial to stimulate consumer uptakeuptake
Open standards, not limited to one solutionOpen standards, not limited to one solution
A new partnership modelContent partner optionsContent partner options
A new partnership model
Handsetsuppliers
ContentProviders
Prov
ide
cont
ent
Prov
ide
cont
ent Provide products
Provide products
3-partyWIN-WIN
agreement
3-partyWIN-WIN
agreement
Operators
HandsetSuppliers
ContentProviders
Operators
EntertainmentEntertainment
ConnectivityConnectivity
ImagingImaging
Drive the market togetherDrive the market together
Change the
Change the
consumer pro
position
consumer pro
position