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Serving the Digital Generation: Innovation for a New Breed of Customers
STL Partners, July 2009, Pages: 120
New communications technologies have changed customer behaviours and expectations and threaten to outflank Telcos. How should Telcos innovate to adapt?
The 120 page Strategy Report focuses on the ‘Digital Generation’ – the cohort which has grown up with new applications and technologies – whose behaviour will ultimately drive the future shape of the Telco business.
The report shows:
- There is a deep disconnect between Telecoms Operators and the Digital Generation
- Why this matters to Telcos and how operators should innovate to meet these needs
- The opportunities for related business model innovation
- The new and original Telco 2.0™ Customer Participation Framework to support this process
- What to do now, and how to extend the learning to older generations and existing products.
The report is a 'must read' for CxOs, strategists and product managers seeking to evolve telcos to succeed with the next generation.
Key features:
- 123 Pages of original research & analysis
- Covers more than 30 Companies & Organisations, including Telcos, Suppliers and Internet players
- 9 detailed Case Studies including Facebook, Buongiorno, Blyk, QQ, Cartoon Doll Emporium and Maplestory
- 47 charts and tables
- Proprietary industry research
The Needs Gap - A strategic threat to Telcos
The report shows that there is a deep disconnect between Telecos and the Digital Generation
The Digital Generation wants:
- Communication to be free
- To express identity and content
- To move seamlessly between media
- To connect with their social groups
- New applications, fast
Telcos want:
- ARPU
- To connect calls and lines
- To control as much as possible
- To minimize capital investment
- Years to develop new products and services
The Digital Generation has integrated some technologies and applications with their lives and discarded the rest - those that don't fit - rapidly. Many other applications and services familiar to our readers (Facebook, QQ, Apple, Google, etc) now serve some of the needs that Telcos alone used to serve.
Telcos have generally been slow to produce services that meet the needs and expectations of these customers. Unchecked, this will ultimately lead to the disintermediation of the telcos from their ultimate source of value - their customers. This is a strategic threat not just for the youth segment but ultimately across all generations. This report outlines the threat, the urgent need for change, and a framework to support that change.
Report - Key Points
- Definition of the digital generation - youth-oriented but aging fast
- Key digital generation needs and behaviours - the need for participation
- Drivers of service value for these customers - supporting interaction and self-expression
- A new approach to product development - the Customer Participation Framework
- The economics of end user participation - driving ROI from customer interactions
- User participation and the two-sided business model - kicking off Telco 2.0 strategies
- Social forces shaping young people's actions - a risk culture
- Age, gender and national variations in the Digital Generation - similarities and differences
- Attitudes to technology - only a means to an end
Fit with Telco 2.0 Business Model Innovation Strategies
In previous STL Partners' reports the focus has been on how Telco assets could be used to open new revenue streams from upstream service providers wanting to interact with end-users. Reports such as the 2-Sided Telecoms Market Opportunity have focused upon the business opportunity of how operators could reduce digital friction and protect themselves from over the top providers eager to circumvent the operator and gain access to the end-user directly.
This report shifts the focus to examine end-users and their behaviours, explaining how:
1. Operators can improve their retail offering to these customers by better meeting their needs;
2. Operators can increase the value of their assets by better engaging with these customers and, in so doing, how they can enhance the value of the two-sided business model.
“Serving the Digital Generation” focuses on why and how young people are adopting digital and communication technologies into their lives. By doing this, STL Partners can help Telco industry management better anticipate, and respond to, the main drivers and unmet needs of tomorrow's Telco 2.0 customer. What we may regard as quirky segmented behaviour today (blogging, twittering, social networking, for example) is, in fact, mass consumer behaviour tomorrow. Here STL Partners gives an insight into mass-market behaviours for a new breed of customer, which will shape the future of the communications and media sectors.
This report explains this behaviour and explores how the desire to participate represents a new opportunity for Telco value creation.
Who is this report for?
The report is for senior (CxO) decision-makers and business strategists, product managers, strategic sales, business development and marketing professionals acting in the following types of organisations:
- Fixed & Mobile Operators - to set and drive product development and strategy.
- Vendors & Business Partners - to understand customer need and develop winning customer propositions.
- Regulators and Standards Bodies - to inform strategy and policy making.
Strategists and CxOs in IT and Investment Companies may also find this report useful to understand the future landscape of the Telecoms and related industries, and to help to spot likely winning and losing investment and operational strategies in the market.
Key Questions Answered:
- What is driving the behaviour of the digital generation and what does this segment value in products and services?
- Which companies are best meeting the needs of these customers? What can operators learn from them?
- What is the short and longer term benefit to operators of meeting these needs?
- How should operators and vendors go about developing products and services that achieve this?
The report includes detailed case studies for: Blyk, Buongiorno, Cartoon Doll Emporium, Facebook, Maplestory, Mo1, Mobagetown, Puppyred, QQ.
Product samples
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