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• Alcatel-Lucent
• Belgacom

11/06/2009

Mobile Data Applications
“How to monetize the increasing mobile data traffic.”

The report

On June 11th  2009, about 40 ICT & media professionals gathered in Brussels to hear the latest status on the increasing mobile traffic, its related upcoming challenges and emerging new business models. The event was moderated by Marc Vancoppenolle, FITCE.be boardmember, who introduced the 3 keynote speakers of the evening.
 

Thierry Bouffioux, director at Greenwich Consulting, set the scene and gave the audience a market view of the mobile traffic trends, showing a 38B$ revenue forecast in 2014 in Western Europe.  This boost in mobile traffic is supported by the introduction of well adapted devices and new webplayers offering a new service portfolio to end-users through innovative business models. Thierry gave an overview of most popular end-user services and the “willingness to pay” for upcoming ones, being especially those services which are driven by social networking. Finally he outlined the challenges for operators and the need for them to participate in the value chain: operators should embrace these challenges and monetize their network capabilities with these new webplayers riding on top of their mobile network.

Through a second presentation, Edmond Osstyn, marketing director at Alcatel-Lucent,  explored the mobile advertising opportunity for mobile operators through 10 questions. From outlining the market opportunity to elaborating on the important elements for launching an advertising solution, Edmond showed the new revenue potential mobile advertising can bring to a mobile operator, in addition to traditional mobile subscriber revenue streams. He focused on a specific solution with explicit opt-in and enhanced interactivity as the most attractive model.

Finally, Geoffroy de Wilde, Director of business development at Belgacom, provided a case study of mobile payments at Belgacom. He stressed the importance of innovation in the payment field to respond to new consumer needs. The launch of a micro-payment platform (ping-ping) was explained providing an enhanced end-user payment experience. Various pilots under the ping ping brand are ongoing (Delhaize contactless payment, Coca Cola vending machine payments, Kinepolis contactless ticketing & couponing,…) as well as partnership ( e.g  Alcatel-Lucent cooperation on contactless applications). He outlined  the strong benefits of micro-payments as an integrated solution open to all consumers and as being user-friendly both for consumers as for merchants.

A reception allowed all participants to network and to further elaborate on the upcoming trends and services associated to “always on” mobile broadband. 

• Mobile traffic: the landscape - Greenwich Consulting.
  This presentation will set the scene by giving an overview of the take-up rates of mobile traffic accross Europe.
  A benchmark of mobile traffic uptake accross European countries will be given, including a segmentation of the users and of the most popular applications.
  Moreover trends will be deducted as well as opportunities and barriers.
• Mobile advertising
  by Edmond Osstyn - Director Marketing, Alcatel-Lucent.
  Mobile advertising is a way for operators to increase their revenues from "non subscriber" sources while advertisers get a more effective and efficient access to specific audience segments through mobile media.
  The presentation will address the mobile advertising business model, focusing on benefits for the players in the ecosystem and their position in the value chain.
• Case study of Mobile Payments at Belgacom
  by Geoffroy De Wilde d'Estmael - Director Business Development- Innovation- Strategy, Belgacom.
  The presentation will focus on a concrete example of mobile payments as launched by Belgacom in 2009 : ping-ping.
  This innovative solution allows to pay for small purchases via the mobile phone. The technology behind the solution as well as the business model will be addressed.
  The presentation will further highlight other mobile payment services as developed by Belgacom. 
  

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