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The Martini EffectAny Time, Any place,
Anywhere!Anthony Harford, Business Consultant,
BT WirelessTel 0121 230 2719Email
Anthony.Harford_at_BT.ComLocationBCA Edinburgh, 15
February 2001,

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Agenda
1
BT Wireless Credentials
2
The Market Drivers
3
The Corporate View
4
Consumer Internet
5
Review
3
BT Wireless Leading the Mobile Data Wave
1999 2000 2001 2002 2003
SMS...Live Information Services...e-mail
Mobile ISP
WAP
GPRS
UMTS
4
M-Commerce

• Market Drivers

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The mobile market is at a point of inflexion
Drivers of Transformation
Deregulation/ Spectrum
NextGrowth Wave
New Technology
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The emergence of the networked society
Industrial Revolution
Information Society
The Networked Society

• we are at the outset of a truly remarkable
  revolution where ...
• Anything that can be connected will be!
• Anything that can be digital will be!
• Anything that can become mobile will become!

Dismantling of traditional industry structures,
disaggregation of traditional business models,
a wealth of opportunities and considerable
threats
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on the contrary the networked society is the
result of ..
Series of paradigm shifts

• Voice goes mobile
• Mobile leaps towards IP
• Explosive growth in Internet (even greater)
  growth of Intranets
• Mobile goes broadband
• The emergence of mobile internet
• The advent of an e-(mobile) commerce boom
• The emergence of new value chains
• A reshaped competitive landscape

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Intense competition for customer attention
MTV
Devices
Infotainment
Psion
Lastminute.com
Palm
BSkyB
Genie
Sony
iobox
Handspring
Yahoo!
AOL
Nokia
Reuters
IBM
Vodafone
Barclaycard
Tesco
Orange
BT
Sega
Playstation
Virgin Mobile
NTL
Networks/ Platforms
Applications
Carphone Warehouse
Trafficmaster
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M-Commerce

• The Corporate View

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What is going to enable the Mobile Data Explosion?
Affordable, High-Speed, non-stop network
Standards Based, Low-Cost Software applications
Affordable, Well designed Terminal Equipment
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General Packet Radio Service The always on
Wireless network
GSM
GSM
GPRS
Base -Station


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Applications Investment
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The right Terminal for the right application
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What will Corporates value?

• Email, Calendar
• Intra-net Information
• E-commerce
• Video still image

Management Helpdesk Security Synchronisation
ASPs
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Mobile Commerce Segmentation
Virtual workspace
Personal world
Capture correspond
Machine to machine
corporate
Intranet access
N/a
Field processes sales, engineers Target
sectors?
Mobile machines
not fixed machines
SME
M
Internet Extranet access
mass versions of corporate solutions
mass versions of corporate solutions
Smaller applications - too much customisation
Blurred work and home worlds
Smaller applications - too much customisation
S
consumer
N/a
Youth Internet access E-commerce info
partnerships
Little premium for mobility
Small opportunities
Customer databases channel for others to reach
our customers
Marketing to base
high
priority
low
priority
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M-Commerce

• Consumer Internet

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Vertical Brand Portals
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Horizontal Brand Portals
Aimed at Mobile Life or Workstyle
Managed
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So what do customers really want from their
applications?

• Value
• Work enhancements
• Life enhancements
• Fun

• Personalised
• Device independent
• Location (in)dependent
• Always relevant

Dynamic Personalised information Anywhere,
anytime, any device

• Relevance
• Time critical
• Real time
• Scheduled

• Available
• Easy to access
• Easy to use
• Actionable

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Which applications are Valuable?
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What are the Value Propositions?
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M-Commerce

• Review

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An enterprise solution that happens to be
wireless.
Applications / Integration required
Terminal Network Interconnect
Integration Application
ASP/In House Security Encryption
End to end security Operating
System Form Factor Radio Testing Coverage
Internet/Fixed Line
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The 8 questions for an E-business

• Do you know your customer?
• Do you use multiple channels to interact with
  customers?
• Have you personalised the customer experience?
• Have you focused on 100 customer satisfaction?
• Do you optimise the value of every customer?
• Have you Developed and maintained global customer
  centric eBusiness architecture?
• Have you leveraged extended the eBusiness
  ecosystem?
• Do you cultivate an organisational culture built
  on eBusiness Excellence and Innovation?

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M-Commerce Conclusions

• The market is moving very quickly!
• New channels to market will emerge!
• You cannot wait for the next technology!
• Do not buy a technology buy a solution!
• Huge new opportunities to fast movers!
• To be different you have to be different!
• If it already has not changed the way you do
  business it is about to!

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Thank YouAlso available for weddings and after
dinner speechesAnthony Harford, Business
Consultant, BT WirelessTel 0121 230 2719Email
Anthony.Harford_at_BT.Com LocationBCA Edinburgh,
15 February 2001,