STL Partners - business model innovation in the TMT sector

Serving the Digital Generation

Publication Date: July 2009

Contents

Introduction

Executive summary

  • Meeting the challenge of innovating for the digital generation

Defining the Digital Generation

Part 1: The Customer Participation Framework

  • A Framework for Future Service and Product Development
    • The changing role of communications
    • Current Telco practices in innovation
    • Customer-centricity vs Telco-centricity
    • The participation imperative - a break from the past
    • The Customer Participation Framework
    • How participation adds value
    • The economics of participation
    • Case Study: Economics of participation: Blyk
    • From evaluation through to product benchmarking
    • The Participation Framework and two-sided business model in practice: The case of Tencent QQ
    • Developing a customer participation strategy: lessons from Buongiorno!

Part 2: Understanding the Digital Generation

  • Kids & Communication
  • The changing contours of childhood
    • The new “Indoors” world of children
    • Escaping the indoors
    • Defying participation – parental control as a driving force: the case of Mo1
    • The myth of the digital whiz-kid
  • Digital differences: Age, gender & nation
    • Evolving patterns of use with age
    • Gender differences... and similarities
    • Case Study: gender and age differences: Cartoon Doll Emporium
    • National variations
    • Participation & two-sided business models: Mobagetown in Japan
  • Making technology their own
    • New media and peer culture
    • Participation and peer-group monetisation in practice: The case of MapleStory
    • Participation ignored: The case of Puppyred
    • Gaming
    • Case Study: Gaming and peer-group monetisation: MapleStory
    • Identity construction and statement making
    • Participation as a core driver without a two-sided business model: the case of Facebook

Table of Exhibits

  • Chart 1: Customer Participation Framework
  • Chart 2: Population and Internet usage breakdown by age
  • Chart 3: Proportion of segment online in 2008
  • Chart 4 : Proportion of internet users, 2005 & 2008
  • Chart 5: Percentage of age group undertaking online activities
  • Chart 6: One Web 2.0 does not fit all – Social networking appeal
  • Chart 7: Facebook users by age, January 2009
  • Chart 8: 55+ Age Group Segmentation
  • Chart 9: I am therefore I call .................. I text therefore I am
  • Chart 10: Telco-centric vs. Customer-centric
  • Chart 11: T-Mobile’s ‘Life’s for Sharing’ campaign
  • Chart 12: User evaluation framework for products and services
  • Chart 13: Customer costs and benefits from SMS
  • Chart 14: Customer Participation Framework
  • Chart 15: Mapping User behaviour to Telco assets
  • Chart 16: Some ‘best practice’ apps and services examples
  • Chart 17: SMS2.0 - Social User Messaging Service (SUMS)
  • Chart 18: Building momentum: The flywheel
  • Chart 19: Telco platform benefits from end user participation
  • Chart 20: Blyk’s two-sided business model
  • Chart 21: Blyk reports an enviable response rate
  • Chart 22: Typical conversion rates of digital media advertising
  • Chart 23: A 3-wave campaign modelled
  • Chart 24: Breakdown of Blyk’s operational economics
  • Chart 25: Potential Customer Participation Framework Scorecard
  • Chart 26: Overview of Framework in product lifecycle
  • Chart 27: Monetizing participation – Business Model options
  • Chart 28: QQ Screenshot
  • Chart 29: Tencent financials, Q1 2009
  • Chart 30: Buongiorno’s Orange World Games Store
  • Chart 31: O2 Extras – Results
  • Chart 32: O2 Top Up Surprises – Pricing Options
  • Chart 33: Buongiorno Revenue (€ Millions)
  • Chart 34: Living through digital technologies
  • Chart 35: Fan sites understand their market
  • Chart 36: Parents’ fears drive children indoors, not technology
  • Chart 37: Meeting her friends
  • Chart 38: Homework or Facebook?
  • Chart 39: Learning social skills, perhaps
  • Chart 40: Parents have less visibility than they think
  • Chart 41: Just wait until he leaves the room
  • Chart 42: Sharing or interfering?
  • Chart 43: The child as “uber-geek”
  • Chart 44: The Customer Participation Framework captures the needs of childhood new generation of users
  • Chart 45: Not a yuppie
  • Chart 46: Generational terminology
  • Chart 47: Expanding use of digital technology (mobile, pc)
  • Chart 48: Inter-generational differences are blurring
  • Chart 49: Technology adoption is genetic: You get it from your kids
  • Chart 50: Gender variation of use of digital technology
  • Chart 51: Cartoon Doll Emporium and the Customer Participation Framework
  • Chart 52: Youth culture is globalised
  • Chart 53: LiveJournal and Xanga

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Updated 13 July 2009