了解电信运营商如何创新

UnderstandingHowTelcosInnovate(TE011-001260)17May2013©Ovum.UnauthorizedreproductionprohibitedPage1UnderstandingHowTelcosInnovate了解电信运营商如何创新Telcosgetmanythingsrightoninnovation,butoftenmissthebigpicture电信运营商做出了很多正确的创新举措，但往往错失重点ReferenceCode:TE011-001260PublicationDate:17May2013Author:EmekaObiodu,CarriePawsey,JeremyGreenOvumisnotliableforanyperceivedchangesofmeaningthatmayoccurthroughtranslation,andthatfortheavoidanceofdoubt,theoriginalEnglishversionshouldbereferredtoforanydiscrepanciesOvum不为任何翻译后可能造成的歧义负责，为避免疑义，任何意义分歧皆以英文原版为主。SUMMARY摘要Inanutshell核心概念Since2009,Ovumhastrackedandanalyzedmorethan3,500newservicelaunchesbytelcos.In2012and2013,wealsocompletedin-depthcasestudiesontheinnovationactivitiesofnineoftheworld’slargesttelcos.Thisreportextractskeyinsightsandmessagesfromthisresearchtoproviderecommendationstotelcosonhowtheycaninnovateeffectively.Theinsightsgatheredfromtheseresearchprojectshighlightthepaceandprolificacyoftelcoinnovationactivities.However,whiletherearemanythingsthattelcosgetrightoninnovation,theyoftenmissthebigpicture,exaggeratethethreatfromover-the-top(OTT)players,andmisunderstandthebroaderbenefitsofinnovation.自2009年以来，Ovum跟踪和分析了电信运营商推出的3500多个新业务。在2012年和2013年，我们亦完成了对9个全球最大电信运营商创新活动的深入案例研究。本报告从这项研究中提取关键见解和信息，从而为电信运营商提供如何有效创新的建议。来自这些研究项目的见解突出强调了电信创新活动的速度和生产力。然而，虽然电信运营商做出了很多正确的创新举措，但他们往往会错过重点，夸大来自OTT玩家的威胁，并对创新的众多好处有所误解。UnderstandingHowTelcosInnovate(TE011-001260)17May2013©Ovum.UnauthorizedreproductionprohibitedPage2OvumviewOvum观点Innovationisabuzzwordfortelcosandcouldevenbecalledafad.Whilethereisclearlyapropensitytotalkaboutinnovationratherthandoingit,itsimportanceshouldnotbeunderstated.Telcosneedtoinnovatetogeneratenewrevenues,implementcost-savingmeasures,andnurturetheirbrands.TelcoinnovationisoftenmisunderstoodasitisregardedasnothingmorethanabattlebetweentelcosandthemajorOTTplayers,withtelcoscomparedtothelikesofGoogle,Apple,orstartupssuchasWhatsApp.However,thismissesthepointcompletely.Innovationisaboutmorethanjustnewproductsandservices,andnocredibledefinitionofinnovation,whetherinbusinessorinacademia,takessuchanarrowview.Instead,astheOxfordHandbookofInnovationproclaims,innovationisthefirstattempttoputanewproductorprocessintopractice.创新对于电信运营商来说是一个流行词汇，并甚至可以被称为一时的潮流。尽管运营商显然倾向于空谈创新（而非真正开展实施），但创新的重要性不可低估。电信运营商需要通过创新来产生新收入，落实节约成本措施，并培育他们的品牌。电信创新经常被误解-认为它只是电信运营商和主要OTT玩家之间的战争，比如跟谷歌，苹果，或诸如WhatsApp这样的初创公司相比。然而，这完全没有抓住要领。创新不止涉及新产品和服务；不可信的创新定义（无论是在商界或学术界）都持这样一个狭义的观点。相反，如同牛津创新手册所宣称的那样，创新是第一个尝试把一个新产品或流程付诸实践。Telcoscontinuetoinnovateinanefforttobuildefficientinfrastructureanddevelopbusinessmodelstomonetizethisinfrastructure.Itisjustashamethatthisisnotusuallyseenasinnovation.However,thisperceptionisbeginningtochange.AstelcossuchasDeutscheTelekom,FranceTelecom,Telefonica,andTelenordemonstrate,telcoshaverecognizedtheneedtointegratecostreductionandoptimizationprocesseswiththeirinnovationfunctions.电信运营商不断创新以努力构建高效的基础设备并开发与之相关的创收商业模式。遗憾的是，这些举措通常不被视为创新。然而，这种看法正在开始改变。像德国电信，法国电信，西班牙电信，和Telenor公司所展示的那样，电信运营商已经认识到有必要将成本削减和流程优化与其创新功能整合。Thisnewintegratedviewofinnovationmakesitnecessaryfortelcostoadoptamoreholisticmetricformeasuringtheirinnovationactivities.Ovumbelievesthattelcosshouldusethenotionof“netinnovationbenefit”–whichismadeupof“netnewrevenues”,“netcostsavings”,and“netnon-monetarybenefits”–tomeasurethesuccessoftheirinnovationactivities.Theadvantageofthismetricisthatitunifiesthetraditionalmetricsusedfornewproducts,processes,andmarketinginitiatives.Byusingsuchacomprehensiveapproachtoevaluatingnewideas,telcoswillbeabletoavoidtheshort-sightednessandmisunderstandingsthathaveunderpinnedsomeoftheirpreviousinnovationactivities.这种集成的新创新观点使得电信运营商有必要采取更全面的指标来衡量他们的创新活动。Ovum认为，电信运营商应使用“净创新效益”概念来衡量创新活动的成功；该概念由“净新增收入”，“净节约成本”，“净非货币性效益”构成。这个指标的优点在于统一了用于新产品，流程和营销举措的传统指标。通过这样一个全面的方法来评估新思路，电信运营商能够避免以前一些创新活动所出现的短视和误解。UnderstandingHowTelcosInnovate(TE011-001260)17May2013©Ovum.UnauthorizedreproductionprohibitedPage3Anotherimplicationofthisholisticviewofinnovationisthatithelpstelcostoappreciatetheimportanceoftheirnetworksasaninnovationplatform.Nomatterhowmuchtelcostrytodiversify,theirprimaryrolewillalwaysbeascarriersofvoice,messaging,anddatatraffic.However,anefficientnetworkthathasbeenupdatedwithnewinnovationscanbecombinedwithinnovativebusinessmodelstocontinuouslydelivervaluetotelcosandtheirshareholders.Assuch,everynewproductthattelcoslaunchwillbeanembellishmentorenrichmentoftheircoreproducts.AsGoogle(withadvertisingonsearch),Apple(withdevices),andMicrosoft(withsoftware)haveshown,awell-craftedstrategycanuseadditional,preferablylow-cost,newproductsandservicestosupplementcoreproducts.Whendonedeftly,thesesupplementalproductscanbecomeaveritableshieldforthecoreproduct.这种整体创新观点还有助于运营商理解网络作为创新平台的重要性。不管电信运营商怎样努力实现多样化，其主要作用始终是传输语音，短信和数据流量。不过，已经通过创新升级的高效网络可以与创新商业模式相结合，从而不断为电信运营商和他们的股东创造价值。因此，电信运营商推出的每一个新产品都将点缀或丰富其核心产品。像谷歌（搜索广告），苹果（终端），微软（软件）所展示的那样，一个精心设计的策略可以使用额外的新产品和服务（最好成本较低）来补充核心产品。如果能够巧妙实施的话，这些补充产品可以名副其实地保护核心产品。Telcoswillneverhavetheresourcestocreateorincubatealloftheadditionalnewproducts.Asaresult,theymusteffectuateacrediblepartnershipagendath