Device Creation Abhijit Kabra Accenture

8/14/2019 Device Creation Abhijit Kabra Accenture

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Copyright 2009 Accenture All Rights Reserved.

Unleashing the power of 4G and Open

development to accelerate growth in theSmartphone industry

Symbian Exposition and Exchange

October 2009


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Agenda

Introduction

Copyright 2009 Accenture All Rights Reserved. 2

Smartphone industry trends

Opportunities, Risks and Challenges


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Network(s)

The Smartphone industry has started adoptingconsumer experience centric bundles which can

deliver simple yet compelling and engagingexperience

UserControl

ServiceBundle


(Infrastructure,Processes, Databank& Analytics)

Source: Accenture POV on customer experience centricity

Customerexperience

Devices

Content /Services

Cloud


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Advancements and trends in Networks, Software and

Hardware will continue to fuel adoption of businessdriven by consumer centric experiences

Value Driver

Time

Collaborative Rich UE


Networks Software Devices Hardware

Verge ofCommoditization

Open Centric

2G

2.5G

3G

3.75G3.5G

Closed

Semi-Open

Open

Voice and TextCentric

MultimediaCentric

ConvergenceCentric

Commoditized


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Future evolution of super-bundles

As strong bundles appear, the evolution will

lead to increasing connection of bundles witheach other to form federations

Federationsof

bundlesEco systembundles

A le

Copyright 2009 Accenture All Rights Reserved. 5Source: Accenture POV on customer experience centric bundles

ServicesDevices

1. Technologicalattributes

2. Design

3. Services

1. Customer

experience

2. Design



2. Design

Maps

NewsStocks

Video Google


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4G will drive the network trends,creating new business levers for theSmartphone industry

High Data Speed

High Quality ofService

Manage data speeds

of 50+ mbps

Optimized for betterpower management

Subscription upgrades


Key Connectivity Needs Implications of 4G Key Business Drivers

Maximum Coverage

Seamless mobilityacross RadioTechnologies

Securedconnection, content& context

Lower price forconnectivity

Enable creation andconsumption of HDcontent

Provide inbuilt video

chat and conferencingfeatures

Increase in data ARPU

Increase in VAS sales

Provide advancedcollaboration socialnetworking for

enterprise users


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Collaborative Open will drive the software

development trends, creating new businesslevers for the Smartphone industry

Innovative features and

Differentiate throughUser experience, Form

factor and Innovativefeatures

Feature rich andoptimized platform

Creation and deliveryof wow user


Key Connectivity Needs Implications ofCollaborative Open

Key Business Drivers

Reduced cost and higherquality of software

Higher sale of Content,Applications and Service

Provide and promote

Application Stores tosell content,applications andweb2.0 services

Manage and leverage

collaborative softwaredevelopment

Share rewards withthe community

experience

Creation, distribution& consumption of HD

content, coolapplications & e2eservices

Lower complexity andcost of software R&D

Very high quality


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Different hardware trends will drive delivery of

compelling consumer experience, creating newbusiness levers for the Smartphone industry

Hype Cycle for Mobile Device Technologies, 2009

Expectations

Solar Power

High Performance

Multicore Application

Processors

Bluetooth 3.0

Pico ProjectorsWireless Power

Multitouch

Magnetometer

Advanced Mobile BrowsersNFC

Software-Defined Radio

Cool form factors,design and low-costpersonalized styling


Hardware Trends Key Business Drivers

TechnologyTrigger

Peak ofInflated

Expectations

Trough ofDisillusionment

Slope ofEnlightenment

Plateau ofProductivity

As of July 2009

Source: Gartner (July 2009)

Years to mainstream adoption:

Less than 2 years 2 to 5 years 5 to 10 years More than 10 years Obsolete before plateaux

Time

Photonic Crystal Displays

MEMs Displays

Mobile Transphones

Dual Noise CancellationDual Mode Phones

AMOLED

GPS

HapticsBluetooth Low-

Energy Wireless

Technology

SmartphoneHypervisors

Mobile Devices

Camera-Based Gesture Recognition

Bar Code Reader

Device refresh

vance capa es,

features andapplications


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The new trends will drive growth in theSmartphone industry contributing 42.3%of the revenues by 2013

Increase in data ARPU

Subscription upgrades

Increase in VAS sales

Innovative features and rich

Revenues by new trends will grow at aCAGR of 18.4% between 2009-2013

250 100

Netw

orks


Higher sale of Content,Applications and Service

Reduced cost and higherquality of software

Device refresh

Cool form factors, design andlow-cost personalized styling

Advanced capabilities, features& applications

Source: Gartner and Accenture Research

73.9

112.5

157.8

220.4

1.98.2

21.1

42.3

0

50

100

150

200

2010 2011 2012 2013

0

20

40

60

80

Revenues ($bn) New Trends Share (%)Hardware

Softwar

e


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Key recommendations for theplayers in Smartphone value chain

Creation of adaptive software & services which learns and adapts to user

preferences Inbuilt features to collect and factor direct consumer feedback

Consider factoring the evolving form factors of Smartphones to MIDs and have aroadmap to seamlessly migrate into the HD era

Content,Apps,

Services

ConsumerCentricBundles

Develop end-to-end bundling strategy with 4G as the pipe to create and deliverdifferentiated services at premium

Key differentiators: User Experience, cost, form factor, device quality Consider creation of innovative sales and distribution with 4G operators and gain

on possible early movers advantage

Creation of end-to-end platform with HD content, high speed data and effective

power management at the device-end

Consider identifying and partnering with platform vendors who bring end-to-endcapability, supports open development and have integrated multi modal radios

Operating System

Middleware

App Enablers

ValueChain

10

Semicon

Platform

Device

Connectivity


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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


w par ners w o r ng comp emen ary capa es

New trends will result in

New devices delivering rich user experience

Higher focus on consumer centric bundling / federations

New business, technology and operational challenges

The journey to high performance in the new era will

be challenging but also more rewarding

Device Creation Abhijit Kabra Accenture

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