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AnalysysMason_电信运营商迈向M2M和物联网的途径(英文版)9页

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文本描述
WHITE PAPER
The opportunity for the Internet of Things (IoT) is extremely large with
device connections globally forecast to reach billions and touching most,
if not all, vertical markets. Telecoms operators should be at the heart of
this change as many of these services will rely on networks they provide.
To date though, operator strategies for IoT have tended to be, or at least
to appear, tactical and ad hoc. Telecoms operators need to develop a
sustainable long-term position with regard to the M2M market and the
broader IoT opportunity. We believe that telecoms operators can do this
by developing a flexible platform which will act as an enabler for IoT
opportunities by providing a ‘menu’ of services to customers.
Introduction


Operator strategies for
IoT tend to be tactical and
ad hoc. Telecoms operators
need to develop a long-term
sustainable position.
The idea of providing a platform is not
new and has been implemented both by
telecoms companies and others. Perhaps
the best example is that of Amazon,
illustrated in Figure 1. Amazon has a mix
of revenue streams selling its own
products to direct customers (e.g. selling
a book on Amazon), selling third-
party products (e.g. selling a product on
Amazon Marketplace), and even selling
full e-commerce solutions to others (e.g.
Marks & Spencer’s entire e-commerce
operation was outsourced to Amazon
until 2014). Unlike Google, all products
that Amazon creates must use the same
platform.1 Over time, Amazon has opened
up each of the elements of its platform to
be sold as a service, Amazon Web
Services (AWS) being the best example.
The same basic model can be applied to M2M and IoT, as we will see in the following section.
WHITE PAPER
1 Amazon and others have
successfully built platform models
FIGURE 1: SIMPLIFIED VIEW OF THE AMAZON PLATFORM/MODEL
[SOURCE: ANALYSYS MASON, 2015]
6.86.56.16.0
8.08.28.48.38.38.0
21.9
21.821.819.9
24.125.025.9
28.731.130.251525
30
35
20%25%30%35%40%
Vo
ice
m
inu
tes
(b
n)
Smartphone Penetration
MaxisDigiDTAC - ThaiTIM - Brazil
Analysys Mason Colour Palette
Pantone 274
RGB 34/31/114
Pantone 123
RGB 253/200/47
Pantone 293
RGB 0/103/177
Pantone 151
RGB 255/121/0
Pantone Cool Gray 7
RGB 154/155/156
Pantone Cool Gray 10
RGB 97/99/101
Pantone Process Cyan
RGB 0/174/239
Pantone 360
RGB 97/194/80
Pantone 1655
RGB 251/79/20
Pantone 355
RGB 0/155/58
Pantone 032
RGB 237/41/57
Direct customers
Own products
(e.g. books)
Amazon’s platform
(e.g. fulfilment, AWS, payments, customer care)
Third-party products
(e.g. Amazon Marketplace)
Third-party products
(e.g. fleet tracking)
Other customers
(e.g. Marks & Spencer)
Amazon-controlledThird party-controlledKEY:
Direct customers
Own products
Operator’s platform
(connectivity)
Third-party products
Operator-controlledThird party-controlledKEY:
Other customers
Direct customers
Own products
Operator’s platform
(connectivity, support, billing)
Operator-controlledThird party-controlledKEY:
Other customers
Third-party products
(e.g. fleet tracking)
Own products
(e.g. vehicle tracking)
Direct customers
Operator’s platform
(connectivity, support, billing, hosting)
Operator-controlledThird party-controlledKEY:
Other customers
Direct customers
Operator’s platform
(connectivity, support, billing, hosting, application enablement, etc.)
Operator-controlledThird party-controlledKEY:
Other customers
Own products
(e.g. vehicle tracking)
Third-party products
(e.g. fleet tracking)1 In part, this is why Amazon has been less
acquisitive than other companies as any acquisition would involve migration to this platform.
Approach 2: Selling third-party products
In this approach, the operator partners
with a provider of IoT/M2M solutions
(solutions that typically comprise
hardware and software), reselling the
solution, often under its own brand to its
own customers. Example applications in
this category are fleet management or
ePOS systems. Illustrations include
Masternaut’s partnerships with
Telefonica, Swisscom and KPN. In each
case, the Masternaut application and
device is sold and supported by the telecoms
operator, which uses its own brand.
This position provides the operator with
more benefit than connectivity alone as it is
adding value and leveraging other strengths
(e.g. ability to bill and support, sales
channel), but is heavily reliant on partners
and the partnerships themselves can be
difficult to develop and to maintain.
Telecoms operators have typically
phased2 their involvement in M2M and IoT,
starting with connectivity before adding
more complete solutions.
Approach 1: Selling connectivity only
In the first approach, an operator puts
together a basic cellular connectivity
package of pricing and service. This
connectivity is sold to other companies
that use the operator’s SIM card in their
device and application. For the operator,
these SIMs generate some additional
revenue for a limited investment, but this
model puts the operator in a weak position
as differentiation on connectivity alone is
typically small. As a commodity product,
pressure on connectivity prices will also
be high.
2 Telecoms operators typically add
capabilities in phases
6.86.56.16.0
8.08.28.48.38.38.0
21.9
21.821.819.9
24.125.025.9
28.731.130.251525
30
35
20%25%30%35%40%
Vo
ice
m
inu
tes
(b
n)
Smartphone Penetration
MaxisDigiDTAC - ThaiTIM - Brazil
Analysys Mason Colour Palette
Pantone 274
RGB 34/31/114
Pantone 123
RGB 253/200/47
Pantone 293
RGB 0/103/177
Pantone 151
RGB 255/121/0
Pantone Cool Gray 7
RGB 154/155/156
Pantone Cool Gray 10
RGB 97/99/101
Pantone Process Cyan
RGB 0/174/239
Pantone 360
RGB 97/194/80
Pantone 1655
RGB 251/79/20
Pantone 355
RGB 0/155/58
Pantone 032
RGB 237/41/57
Direct customers
Own products
(e.g. books)
Amazon’s platform
(e.g. fulfilment, AWS, payments, customer care)
Third-party products
(e.g. Amazon Marketplace)
Third-party products
(e.g. fleet tracking)
Other customers
(e.g. Marks & Spencer)
Amazon-controlledThird party-controlledKEY:
Direct customers
Own products
Operator’s platform
(connectivity)
Third-party products
Operator-controlledThird party-controlledKEY:
Other customers
Direct customers
Own products
Operator’s platform
(connectivity, support, billing)
Operator-controlledThird party-controlledKEY:
Other customers
Third-party products
(e.g. fleet tracking)
Own products
(e.g. vehicle tracking)
Direct customers
Operator’s platform
(connectivity, support, billing, hosting)
Operator-controlledThird party-controlledKEY:
Other customers
Direct customers
Operator’s platform
(connectivity, support, billing, hosting, application enablement, etc.)
Operator-controlledThird party-controlledKEY:
Other customers
Own products
(e.g. vehicle tracking)
Third-party products
(e.g. fleet tracking)
FIGURE 3: TELECOMS OPERATORS SELLING THIRD-PARTY PRODUCTS
[SOURCE: ANALYSYS MASON, 2015]
2 The approaches outlined here are not necessarily
chronological. For example, AT&T offered hosting (i.e. an element of Approach 4) before offering its
own services (Approach 3). However, operators typically graduate from selling connectivity only to
more complex solutions.
WHITE PAPER“

Selling third-party
products makes the
operator heavily reliant
on partners and these
partnerships can be
difficult to develop and
maintain.


Selling connectivity
only puts the operator
in a weak position.
FIGURE 2: TELECOMS OPERATORS SELLING CONNECTIVITY SERVICES ONLY
[SOURCE: ANALYSYS MASON, 2015]
6.86.56.16.0
8.08.28.48.38.38.0
21.9
21.821.819.9
24.125.025.9
28.731.130.251525
30
35
20%25%30%35%40%
Vo
ice
m
inu
tes
(b
n)
Smartphone Penetration
MaxisDigiDTAC - ThaiTIM - Brazil
Analysys Mason Colour Palette
Pantone 274
RGB 34/31/114
Pantone 123
RGB 253/200/47
Pantone 293
RGB 0/103/177
Pantone 151
RGB 255/121/0
Pantone Cool Gray 7
RGB 154/155/156
Pantone Cool Gray 10
RGB 97/99/101
Pantone Process Cyan
RGB 0/174/239
Pantone 360
RGB 97/194/80
Pantone 1655
RGB 251/79/20
Pantone 355
RGB 0/155/58
Pantone 032
RGB 237/41/57
Direct customers
Own products
(e.g. books)
Amazon’s platform
(e.g. fulfilment, AWS, payments, customer care)
Third-party products
(e.g. Amazon Marketplace)
Third-party products
(e.g. fleet tracking)
Other customers
(e.g. Marks & Spencer)
Amazon-controlledThird party-controlledKEY:
Direct customers
Own products
Operator’s platform
(connectivity)
Third-party products
Operator-controlledThird party-controlledKEY:
Other customers
Direct customers
Own products
Operator’s platform
(connectivity, support, billing)
Operator-controlledThird party-controlledKEY:
Other customers
Third-party products
(e.g. fleet tracking)
Own products
(e.g. vehicle tracking)
Direct customers
Operator’s platform
(connectivity, support, billing, hosting)
Operator-controlledThird party-controlledKEY:
Other customers
Direct customers
Operator’s platform
(connectivity, support, billing, hosting, application enablement, etc.)
Operator-controlledThird party-controlledKEY:
Other customers
Own products
(e.g. vehicle tracking)
Third-party products
(e.g. fleet tracking)。