I have been thinking about this for some time ..
Time magazine’s person of the year was YOU
So, isn’t it time we put the customer in the middle of the mobile value chain?
The traditional value chain we currently use in the mobile data industry is outdated. We need a new, customer centric value chain reflecting the greater role of user generated content and communications and consequently, a smaller role for the mobile entertainment industry.
In the ‘old’ value chain propagated by the media companies, customers were passive consumers.
The best exponent of that era was the ‘crazy frog’ – an irritating ringtone that we as consumers tolerated (at best!)
However, a new value chain would put customers and communication at the centre and would have only two elements: the Customer and the Internet (with the mobile Internet viewed as an extension of the Internet)
The customer is not ‘dumb’ and is more than a passive consumer. She is a creator. There is a two way interaction between her and the Internet.
The customer + device are at the centre of the value chain.
She connects to a ‘network’.
Increasingly, the network no longer means a ‘single Operator network’. There is a one to many relationship between the customer and her network.
The customer has the freedom to connect to any network through a range of access technologies which range from WiFi, Wimax, HSDPA, DVB-H, WCDMA, Bluetooth and so on.
The entire ecosystem is underpinned by four elements: Context, Payment, Security and Identity
That’s how I see the new world of user generated content, Web 2.0 and Mobile Web 2.0.