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Ericsson Business Review - No.3 2007

Ericsson Business Review - No.3 2007

Hollywood dreaming

Editorial - Mats Thorén:
The dream factory, they call it, and for good reason. When the media world hits the telecom industry, it triggers diverse reactions. Some get all starry-eyed and dream of high-value content from entertainment and advertising flowing through their networks. Some try instinctively to close the gaps, to stop competitors sneaking in, and to stay in control of the entire (albeit old) value chain. Others lack the necessary confidence and shun the media altogether. Reading on, you can learn why Telecom Italia does the opposite, going all out to build its own fully fledged media company.


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Getting the picture right

The results from the fi rst-round launches of mobile TV are mixed. Some launches were quite successful but, disturbingly, most viewers don’t think mobile TV works well. Why not? And what can marketers do to improve the situation in an area that holds so much promise?

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Hollywood speaks out on mobile entertainment

Is it possible to make movie producers think small, and to get mobile operators to understand the box offi ce? Hollywood insider Bill Sanders’ quest is to bridge this deep cultural divide. They simply must work more closely together if mobile entertainment is ever to make serious money.
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Swimming with the sharks

Competing is not simply a matter of “eat or be eaten.” Just look at a coral reef: the ecosystem works for the benefi t of the whole, not just individuals. So instead of being driven by fear of disruption from internet and media companies, telecom companies should embrace the opportunities arising in the evolving multimedia ecosystem. Read more >> (pdf)

Cutting a bella figura

If you fail to make a good first impression, media consumers will take their business elsewhere. In a bold move to entice the highly discerning Italian public, Telecom Italia has created a media powerhouse covering all platforms: TI Media.
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Sweet dreams of advertising revenues

There are many ways to make the most of mobile advertising – a channel that offers substantial new value for advertisers. But do advertisers really need operators? This is a wake-up call for mobile operators: they must clearly define their position in this new value chain or face being sidestepped.
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The Broadband Battlefield

How WiMAX and HSPA are fighting it out
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Breaking up the handset value chain

Handset vendors are in for some tough decisions, it is becoming harder to compete through uniqueness as the value chain for handsets breaks up. They should instead learn from the PC industry. And if they want to be solution providers to operators, why not offer mobile devices from other firms?
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Networked security has arrived

Transportation agencies around the world are using advanced communications capabilities to improve operating efficiencies, enhance safety and security, and contribute to a better experience for passengers.
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It’s what you know about who you know

No loyalty device – no loyalty card or credit card – in any market has as much potential to generate valuable usage information as a mobile phone. Now that media is opening up new ways for telecom companies to revisit their customer relationship management (CRM) strategies, there is so much more to do in this area.
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Behind the hype of unification

Multimedia in the workplace means unified communications. The need for unification seems clear enough, but what does it entail for the industry? The challenge is NOT to get advanced services to the mobile phone, but rather to get simple services deployed en masse and integrated behind the firewall.
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