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Olivier Baujard, CTO, Deutsche Telekom David Gurle, GM & VP Skype Enterprise, Skype Erik Hoving, CEO, NetCo Member of the Board, KPN International
Steffen Roehn, CIO, Deutsche Telekom Kevin Peters, CMO, AT&T Rajeev Suri, CEO, NSN
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Report author: Rob Rich Managing Director tM Forum Insights Research rrich@tmforum.org Publications Managing Editor: Annie turner aturner@tmforum.org Creative Director: David Andrews dandrews@tmforum.org Commercial Sales Consultant: Mark Bradbury mbradbury@tmforum.org Publisher: Katy gambino kgambino@tmforum.org Client Services: Caroline taylor ctaylor@tmforum.org Marketing: Corporate Marketing Director Lacey Caldwell senko lsenko@tmforum.org Report Design: the Page Design Consultancy Ltd Head of Research and Publications: Rebecca henderson rhenderson@tmforum.org Advisors: Keith Willetts, Chairman and Chief Executive Officer, tM Forum Martin Creaner, President and Chief Operating Officer, tM Forum nik Willetts, senior Vice President of Communications Published by: tM Forum 240 headquarters Plaza East tower, 10th Floor Morristown, nJ 07960-6628 UsA www.tmforum.org Phone: +1 973-944-5100 Fax: +1 973-944-5110
Page 4 Executive summary Page 6 Prediction 1 the margin crunch intensifies Page 7 Prediction 2 Cloud services approach the mainstream Page 9 Prediction 3 Data management and analytics become critical competencies Page 10 Prediction 4 Machine to machine accelerates Page 11 Prediction 5 smart utilities grow Page 12 Prediction 6 Mobile advertising moves center stage Page 13 Prediction 7 the bandwidth crunch continues Page 14 Prediction 8 Mobile payments make progress Page 15 Prediction 9 social media prove an opportunity and a threat Page 16 Prediction 10 security issues become more serious
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teleManagement Forum 2011. the entire contents of this publication are protected by copyright. All rights reserved. no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means: electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, tM Forum. the views and opinions expressed by independent authors and contributors in this publication are provided in the writers personal capacities and are their sole responsibility. their publication does not imply that they represent the views or opinions of tM Forum and must neither be regarded as constituting advice on any matter whatsoever, nor be interpreted as such. the reproduction of advertisements and sponsored features in this publication does not in any way imply endorsement by tM Forum or of products or services referred to therein. While every effort has been made to ensure that articles, sponsored features, logos, and trademarks appear correctly, tM Forum cannot accept responsibility for any loss or damage caused directly or indirectly by the contents of this publication.
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Executive summary
A fundamental in understanding growth for communications services is the state of the global economy, as overall telecom financial performance is related to economic growth. According to the Organisation for Economic Cooperation and Development (OECD) the global economy will expand 4.2 percent in 2011. the good news is that the recovery started in 2010 continues, though at a slower rate. however, concerns about the sustainability of sovereign debt levels and growing trade imbalances around the world pose risks to this recovery. China and India are expected to lead the larger economies in growth, with China growing in the 9 percent range, and India around 8 percent. Developed economies are not expected to fare nearly as well, with the U.s. expected to achieve a rate of 2.2 percent, Japan a rate of 2 percent and the European Union slightly less than 2 percent. Other important trends include: Strong growth in Africa: this decade is expected to see massive development in Africa, evolving from Western aid to Eastern trade-based economic models. Energy remains a key source of growth. It continues to play a key role, with the continuing upward trend in oil and natural gas prices. Countries with large reserves will continue rapid growth. The impact of policy-based stimulus programs slows to a crawl: Many of the stimulus programs initiated in response to the global recession have run their course and are unlikely to be repeated, if only because most governments no longer have the funds to provide additional support. Inflation remains low to moderate. While demand for commodities (especially food and energy) increases, prices hold relatively steady.
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Fast growth countries like China take steps to curb national inflation. Against these global trends, here are our top 10 predictions for 2011 we live in interesting times. Prediction 1: The margin crunch intensifies Fixed line revenues, including for data, are under pressure and the rapid growth of mobile broadband hasnt brought additional revenues, but requires massive investment in network capacity. Arguably communications service providers (CsPs) greatest opportunity is in acting as enabler for other parties in the value chain. In the short term, there is no quick fix. Prediction 2: Cloud services approach the mainstream theres lots of activity in this area with different companies investing in data centers, computing infrastructure, software platforms, and much more. not all of them will succeed and we expect to see rationalization during 2011. We predict the sweet spots will be small and medium-sized businesses, emerging markets, and software as a service. In addition, lots of enterprises will be forced towards the adoption of cloud by financial considerations. Prediction 3: Data management and analytics become critical competencies Communications is one of the worlds most data intensive businesses, yet the timely and effective use of this data is lagging way behind that of many other industries. this needs to be addressed. Data management and analytics can improve the customer experience, thereby increasing revenue, enhancing the brand, reducing churn, and extending the CsPs role across the value chain, particularly when the information is available in real-time or near real-time. CsPs need to start by figuring out where the biggest payback will be, and go from there.
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Competency in data management and analytics is essential for CsPs continued growth
Prediction 4: Machine-to-machine accelerates After a slowdown in 2010, we predict rapid growth this year, particularly in automotive, asset management, energy management, home and business security, and telehealth. Prediction 5: Smart utilities grow the combination of demand, rising energy costs and stimulus funds are pushing this sector along, with most of this years growth coming from smart meters and experimentation with dynamic pricing. Demand response technologies and distribution automation will play increasingly big roles. there is resistance among customers to smart metering including a class action suit in California education will be all-important. smart grids also have a role to play in securing electricity supplies in the face of cyber attacks. Prediction 6: Mobile advertising moves to the mainstream Propelled by the rise of smartphones, apps and mobile broadband, and mobile advertisings effectiveness, this will be the year it goes mainstream. great attention needs to be paid to privacy and consumers concerns to avoid irritating them and provoking regulators into action. nevertheless, this is a huge opportunity for operators. Prediction 7: The bandwidth crunch continues network operators are struggling to keep up with demand for capacity, to the extent that customer dissatisfaction with their services is having a negative effect on some brands. given the rise in video traffic and the continuing proliferation of smartphones, the situation is likely to worsen in 2011. the uneven economic recovery is making it difficult for service providers to raise revenues and the specter of net neutrality is an additional brake on investment. Even so, massive investments in infrastructure are underway around the
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world, but they will not do much to ease the bandwidth crunch in 2011. Prediction 8: Mobile payments make progress Although many think of mobile payments in terms of developing economies where few people have bank accounts or credit cards, they are swiftly moving up the agenda in developed economies. Lots of different parties are keen to make an impact, from technology firms to network operators, credit card companies, device makers, and start-ups. In november 2010, Verizon Wireless, At&t, and t-Mobile UsA set up a mobile commerce venture to address this market and keep the card companies out. Many, many other initiatives are underway, with google, Apple, and others hovering. Prediction 9: Social media prove an opportunity and a threat In 2010, web users spent more of their time on social media blogs, wikis, social networking, social gaming, and so on than anything else, and it is accounting for a larger share of their online activity as time passes. While this is a great way for service providers to capture lots of data about how their brand is perceived and what users are thinking, if ignored or mismanaged social media are potentially very damaging. Yet few CsPs are using analytics to monitor and exploit social media, as they do for other channels. Most are missing huge opportunities; a few will emerge as leaders at the end of 2011. Prediction 10: Security issues become more serious the growth in the number and type of devices is presenting plenty of opportunity for cyber criminals of all types. As the number rises dramatically due to more affordable devices coming onto the market, the problem will only get worse. Arguably, this will be surpassed by the expected explosion in machine-to-machine communications, which will also be targeted.
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CSPs are also looking hard to find any new sources of revenue, and will likely gravitate to more of a role of innovation enabler to other players in the value chain...
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Prediction 2
sized businesses (sMBs) n from a geographic perspective, the developing countries n from a service perspective, software as a service (saas) small and medium-sized business is a sweet spot for three reasons: current degree of automation, economics, and It organization size/ skill base. While a handful of industry segments invest heavily in It, most sMBs are not highly automated, and are unable to attract, retain, or even afford highly skilled It organizations. In addition, most are loathe to invest capital in non-core assets, and when they do invest in It, most sMBs tend to favor low-cost alternatives. All of these characteristics favor adoption of cloud services, which do not require large capital investments or a deep It skill base, and can
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make smaller companies look much larger than they really are to customers and partners. Developing countries are strong candidates for cloud services, simply because most local companies (the majority of which happen to be sMBs) have relatively low levels of automation. therefore, there are no systems or investments to abandon. Also, in some developing countries, competition for It resources is ferocious, and capital is not always readily available. In a sense, the path to cloud computing in developing countries is not dissimilar to their telephony experience; many of these countries leapfrogged fixed services, moving directly to wireless/mobile services. With proper availability of cloud services, we could see a similar but different game of leapfrog in the sMB space. saas will be the service segment of choice for 2011 because of its availability, simplicity, and variety. saas is clearly the easiest way for a company to get started with public cloud services, and the variety of applications available will make it much more attractive to automationstarved companies. While saas will appeal most to sMBs, it will also begin to penetrate large corporations, mostly in non-core application areas, as enterprises look to get their feet wet in cloud. Our focus on sMBs as the fastest-moving cloud adopters does not mean there will be no significant activity for enterprises. In fact, enterprises will likely be forced toward cloud services by their financial organizations. the global financial crisis has given new power to the CFO, who has in turn sought two things from all departments (including It): lower costs and greater transparency. A lack of either is viewed as unacceptable. As CFOs see more transparency and apparent lower rates from cloud providers, they will push harder for adoption. Enterprise It organizations are likely to take three simultaneous approaches here.
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1. Continue the gradual migration to cloud. Most are already implementing virtualization. While they cant do this for all their apps, they are going through an evaluation and selection process for apps to be migrated. this will not happen quickly; as enterprises remain concerned about security, performance, and portability, among other things, lack of plan and progress is a dangerous position for an enterprise CIO. 2. Push their managed services vendors toward cloud. Many enterprises have already outsourced some of their It-related tasks. these companies will push their managed services suppliers toward cloud delivery paradigms, expecting lower cost and greater transparency. In addition, cloud delivery requirements will begin to crop up in managed services requests for proposals. In fact, many of the early private clouds in the enterprise space will likely be externally managed private clouds. 3. Explore cloud-based non-critical apps. Many enterprises will go this route, whether the It organization wants to or not. Forward thinking
CIOs will explore this area to gain experience and perhaps establish and test governance procedures. In fact, this could be even considered a defensive approach; enterprise It organizations with large application backlogs who do not adopt this approach may find their business colleagues going around them, directly to the saas providers. Its also worth mentioning that some enterprise applications currently viewed as easily moving to cloud may not be so simple after all. For example, many view saas-based collaboration tools as an area of great potential, but enterprise It must ensure that these tools integrate with internal systems, business processes, and governance procedures. the bottom line here is that, despite the CFO push, enterprise transition to cloud will be a longer, slower process. Finally, we expect to see some transition of consumers to cloud, especially as smartphone use continues to explode and delivery paradigms evolve, but we do not expect revenues to rise at the rate they will in the sMB segment.
Its also worth mentioning that some enterprise applications currently viewed as easily moving to cloud may not be so simple after all. For example, many view SaaSbased collaboration tools as an area of great potential, but enterprise IT must ensure that these tools integrate with internal systems, business processes, and governance procedures.
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Prediction 3
For CSPs, analytics can be applied to help assess and manage the product and service portfolio, marketing and sales, service performance and quality, customer support, billing, charging and cost management, and brand performance.
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A number of CSPs have already established dedicated M2M practices, or are active in the space as part of an emerging applications or new initiatives group. Many of these companies have already opened or announced innovation centers.
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Prediction 5
Of course, many of the issues in managing the grid parallel those of managing large communications networks. Security has already been discussed, but equally important are data management issues and, of course, communications network ubiquity, reliability, performance, and affordability.
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Mobile operators have a significant opportunity to participate in the mobile advertising value chain, given their reach, subscriber information, and array of consumer services, channels, and touch points.
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Prediction 7
Service providers are searching for compromises with regulators that will allow them to invest knowing they will receive a fair return on their capital, but progress will be slow.
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mainstream. the capability needs to be embedded in lots of mobile phones though that is happening through the inclusion of nFC secure elements, controllers and miniature antennas on microsD cards. Merchants will need to install nFC chip readers at their cash registers not an inexpensive proposition, but one that could make them more attractive to early adopters. Finally, consumers will need to actually use the technology. Expect to see some early partnerships between service providers, technology companies, and retailers resulting in some attractive offers to drive the adoption.
Three of North Americas largest wireless carriers Verizon Wireless, AT&T, and T-Mobile USA agreed in November 2010 to create Isis, a new mobile commerce network they plan to deliver within 18 months.
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Prediction 9
few have exploited social media through an outbound marketing and brand enhancement channel. In summary, CsPs have made progress, but are missing huge opportunities that industries like retail and consumer electronics are leveraging. A number of analytical tools and capabilities have emerged recently to support CsPs use of social media, including text and data mining, natural language processing, model management, and data visualization. In addition, facilities to monitor applications like microblogging (twitter), social networks (Facebook), and video sharing (Youtube) are becoming increasingly popular. these tools are only effective when supporting a well thought out social media strategy. In order to leverage social media data, CsPs must understand the breadth and significance of social media. they must understand the legal and regulatory implications. they must set goals for social media programs, and ultimately tie their social media metrics to their corporate metrics to be successful. A handful of CsPs will emerge in 2011 as industry leaders in social media strategy, integrating social media as another data source into their business processes, and learning lessons from other industries in exploiting this relatively new, but powerful, data source.
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TM Forum Security Management Initiative In late 2009, the tM Forum launched an aggressive security Management Initiative to enrich its Frameworks and certification processes with full-spectrum security Management guidance concerning architecture, processes, information, applications, interfaces, and testing. Contributions of intellectual property from the U.s. national security Agency (nsA) and the Defense Information systems Agency (DIsA) prompted a tM Forum Information Framework (sID), enrichment project. this project, completed in October 2010, was an important first step toward incorporating cyber security support into Frameworx, because it delivered a standardsbased way to model information needed to detect, analyze, and act on security vulnerabilities, threats, events, and incidents as they relate to the assets, services, and products provided. As security features are incorporated into the tM Forums Frameworx, service providers and suppliers will be able to certify their conformance to Frameworx security-oriented best practices and standards using Frameworx Conformance Certification Assessment. service providers can then confidently procure standards-based products rich with security management features. today the tM Forums security Management Web Community provides the facility for collaborative discussion and work efforts on important security themed topics such as mobility security, cyber security (sharing of real-time data on attacks), digital policy management, privacy and governance, identity management and auditing for cloud environments, and more. It boasts over 60 member companies, and includes security subject matter experts from all stakeholders government/defense, CsPs, system integrators, equipment vendors, software suppliers and defense contractors. tM Forum members are welcome to join this groundbreaking Initiative and should contact Christy Coffey, head of tM Forums government and Defense Market Center ccoffey@tmforum.org. For more information, please visit www.tmforum.org/security.
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Cloud offers myriad opportunities for intrusion, as cyber crime knows no geographic borders
customers of a specific bank or retail company, but broader threats are emerging around a variety of areas, including government programs. the hugely diverse market for mobile applications also offers new markets for criminals. Already, researchers have discovered some apps in Android Market, the app store for the Android mobile operating system, which have been collecting mobile subscriber information and sending it to questionable addresses. speaking of devices, machine-to-machine (M2M) will offer ample opportunity for cyber criminals, just given the sheer number of devices deployed. these devices could create opportunities for cyber terrorism, illegal monitoring, or disabling of physical security (such as surveillance), facilitating related criminal acts. Applications have also had their problems, among them numerous privacy breaches for new Facebook users, and google weathering a class action suit over its launch of Buzz. More of these breaches are bound to occur in 2011 as social applications usage spreads across the world, and more consumers gain access to broadband, whether fixed or wireless.
Finally, cloud computing offers myriad opportunities for intrusion. While leading cloud infrastructure and application implementations may offer security capabilities that meet or exceed those of the best commercial It implementations, the sheer volume of new players, sites, platforms, networks, and applications implemented before and during 2011, combined with the push to get those implementations to market, will create a huge playing field for cyber criminals. the struggle of governments to work together to combat cyber crime will continue in 2011, but progress is being made. Most governments recognize the need to develop common standards for security solutions, yet they also want to maintain their autonomy over how technology is deployed within their borders. Leading countries with less parochial views are now working with the commercial sector to develop and expand the reach of these common standards, since cyber crime knows no geographic borders. standardization offers the best opportunity for accelerating security product innovation and improving overall security.
The struggle of governments to work together to combat cyber crime will continue in 2011, but progress is being made.
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