I have just returned from a very interesting and jammed-packed week at Mobile World Congress 2014 in Barcelona. More than 75,000 people were estimated to have attended this year’s MWC, and its fabulous new conference facilities proved a great place to celebrate the industry’s accomplishments and catch a glimpse of its potential future. Much has changed in the industry over the last year since I reported my observations of MWC 2013. However, what is most remarkable is how the boundaries of mobility continue to expand and morph – everything now seems to be mobile?
The following are my personal observations and extrapolations from the show, based on my conversations with operators, customer meetings, analysts, and colleagues, as well as from simply walking the show floor: Read More »
Tags: Big Data, business models, Cisco, IoT, LTE, mobile, mobile data, mobile devices, mobile networks, mobile operators, mobile world congress, monetization, Service Provider, small cells, wi-fi
By Brian Walsh, Service Provider Mobility Senior Marketing Manager
Among the discussions we had with global Mobile Service Providers in Barcelona at MWC 2014, here’s something that was certainly NOT breaking news: in the face of relentless growth of mobile data usage (see Cisco VNI), a top imperative expressed was to drive profitability by monetizing new opportunities.
What’s unfortunate is that the challenges continue to grow. Over-the-Top (OTT) competition continues to preempt new Service Provider (SP) services initiatives. New revenue partnerships with OTT and Content Providers remain elusive. And SP’s see more and more new sources of services substitution challenging their legacy voice & messaging services, for example, the WhatsApp move into voice services.
Of course, Service Providers also want to Read More »
Tags: mobile, mobility, monetization, network, Open Network Environment, ott, quantum, Service Provider
Consumers have a true love of mobile devices, as evidenced by recent Cisco mobile consumer research. Significant percentages of respondents reported using everything from laptops, smartphones, and tablets to eReaders and mobile gaming devices. Americans now own an average of three mobile devices each, up from 2.6 devices in the 2012 Cisco mobile consumer study. Perhaps more significant, our findings show that the number of smartphone users has grown by 21 percent in just one year, now reaching 68 percent of the population, at the expense of basic phones. Most remarkable is that the number of tablet owners has expanded by over 90 percent in just one year, with close to four out of ten consumers possessing one of these new devices.
The insatiable demand for mobile devices and new applications that use large amounts of bandwidth is generating staggering volumes of mobile data. In parallel, the use of Wi-Fi for Internet access is exploding, as more mobile devices are Wi-Fi enabled, the number of public hotspots expands, and user acceptance grows. Most mobile operators now realize that offloading data traffic to Wi-Fi can, and must, play a significant role in helping them avoid clogged networks and unhappy customers. Many service providers are now constructing extensive networks of public Wi-Fi hotspots for use by their mobile or home broadband customers. The networks allow mobile offload and help enhance and differentiate their offerings. In addition, service providers are struggling to understand new business models for making money from Wi-Fi. However, very little is currently known about how consumers are actually using public Wi-Fi and how they view the overall experience. Nor is there much information about mobile users’ appetite for these new services, their willingness to use them, or their privacy or security concerns surrounding these data-based services.
To learn more, Cisco conducted a survey of 620 U.S. mobile users to understand their needs and behaviors, use of devices, applications and mobile access technologies, and how they have changed since our 2012 mobile consumer study.
Top 10 Research Findings Read More »
Tags: Cisco, location based services, LTE, mobile, mobile consumer survey, mobile devices, monetization, public wi-fi, research, Service Provider, Smartphones, value-added services, wi-fi
We’re rapidly closing in on the NRF trade show being held in New York on Jan. 12-15. Cisco is at the expo on Jan. 13-14, and will be featuring several company speakers at the popular annual Big Idea sessions. I am honored this year to be one of these speakers, and am pleased to be joined by Bob Friday, Cisco’s vice president/CTO for Enterprise Networking -- Mobility. Bob manages strategic wireless initiatives for Enterprise Wi-Fi, and we’ll be discussing the critical business issues of implementing mobile solutions in your store.
So what are the hot topics right now around mobility?
Retailers are going in some interesting directions here. Location awareness of customers is of course hot, hot, hot. Retailers want to learn from shopper behavior how they can best improve opportunities for sales. But, how can we do this without getting into the “creepy factor” of essentially stalking our customers down the aisles?
And, of course, every retailer wants to find shortcuts to ROI and monetization of the mobile platform. Part of this lies around the organization itself: It is common to see companies where IT and lines of business are simply not working together closely enough to get real value out of new technology. For example, I remember one store that was required by management to implement Wi-Fi. This was all well and good, but they didn’t implement any analytics for the new network. The result was that they have a cool technology but no idea of how to use it to engage shoppers, or even to identify how it is benefiting them.
In our session, Bob and I will discuss how you can use your Wi-Fi as a strategic asset – not just as the next awesome thing, but as a critical part of your engagement with shoppers. I’d like to also cover ideas on personalization vs. contextualization: This gets into how we can gather information without being intrusive. And we’ll talk about how to achieve ROI for your wireless investment and turn it into a new revenue driver. Please join us!
Time and Place:
“Detect, Connect, Engage: Enhance Your Customer Experience with Mobility,” with me and Bob Friday takes place on Tuesday, Jan. 14, at 9:15-10:00 am, in Room 4 on Level 3 of the Expo Hall. For those who can’t be there, a recording of the session will be available after the show. Visit Cisco’s NRF website to learn more, and do take the time to stop by Cisco booth #1954.
I’ll see you at NRF!
Tags: Big Idea Sessions, Bob Friday, location awareness, mobility, monetization, NRF, nrf14, retail, retailer, Rose Depoe, shopper, wi-fi, wifi
Competing with the virtual, e-commerce world is becoming increasingly challenging for real-world businesses. Traditional retailers have long envied the massive amounts of valuable data that online retailers have available to help them better understand customer behavior and implement winning marketing tactics. Online retailers know valuable information such as how frequently customers return, how long they spend on their sites, what the customers looked at but didn’t buy, and where they went before and after coming to the site. Businesses as diverse as hotels, banks, stadiums, airports, and large public venues are all looking for ways to get similar detailed data on customer activities in their facilities, so they can improve the customer experience and their bottom lines. The data and insights have not been available to bricks-and-mortar facilities, until now.
That situation is changing through the growing availability of Wi-Fi in business locations. Many retailers, hotels, and other businesses are increasingly offering Wi-Fi as a service that allows their customers to connect mobile devices to the Internet. Hidden in this valuable service is a vast amount of information and insight, which retailers and others can use to deliver tangible value to their bottom lines. Hypersensitive location information, device details, identification of returning customers, and sophisticated path analysis are just some of the customer data captured by Wi-Fi networks. Businesses are now realizing that the data and capabilities offer new ways to improve the customer experience and support a range of market-leading monetization models.
For many businesses, these new location-based experiences and Read More »
Tags: Cisco, location based services, mobile, mobile consumer survey, monetization, research, Service Provider, value-added services, wi-fi