As 2014 comes to a close, the continents telecom sector players have had a rather mixed year. Those who were lucky and made a tidy return during the year need to be aware that most of the innovative technology that enabled them return a profit is approaching a point of diminishing returns. if they are to make it through 2015 and beyond, they will need to out-innovate themselves and competition.
In the last Africacom conference held in Cape Town, it was noted by several leading telecoms analysts that telecom operators in Africa (especially Mobile) are confused; unsure if they are banks, insurance firms, hardware vendors, money transfer entities or fixed broadband ISPs. In my opinion this confusion lies in the fact that African operators are close to 100% dependent on vendor driven as opposed to market driven innovation. Noting that there are about 5 major vendors who serve most of African operators (Ericsson, Nokia, Huawei, ALU, Cisco), a lot of copy cat innovations have been shoved down the operators throats. The lack of in-house or external but vendor independent innovation ‘think tanks’ (for lack of a better word) will be their undoing.
Below are some points that I believe any wise telco CEO needs to be aware of in 2015.
Application software (Apps)
For a long time, broadband operators in Africa have been selling bandwidth pipes to connect users to the Internet. With the ‘Appification’ of many services and platforms, browsing via web browsing software is slowly diminishing. The good thing with this is that to some extent the end users cede control of how much is being transferred to the apps leading to higher data consumption spread over a 24 hour period per person. More data use=more revenues. Spread of usage pattern over 24hours = more predictable and stable network.
African operators need to work with content providers in the development of apps which will spur bandwidth consumption and simplify life for users. The burden of app development has been left to mostly young hobbyists in incubation centers and freelance programmers, its time operators took this seriously and worked with developers especially funding their start-ups. Operators such as Safaricom in Kenya and Milicom in TZ have already set-up a venture fund towards this. The effect of this is that these apps will spur a data boom.
Video On Demand
In the past, operators have been cautious over offering VOD services due to several factors such as:
- Lack of a payment platform due to the very low penetration of credit cards in Africa
- Unstable networks that would ruin a VOD experience
- Expensive bandwidth that made it cheaper to lease/buy a DVD movie
- Lack of VOD ready customer premise equipment
The above barriers are now rapidly vanishing, for example, there might not be a massive uptake of credit cards in Africa, but mobile money platforms have to some extent covered this gap, the other promising feature is the ability to pay for services and downloads from your mobile phone airtime aka Mobile operator billing. The main area that need to be worked on by operators and regulators is the high cost of bandwidth that is still prevalent in many countries in Africa. The telecoms sector is a major source of revenue for many governments by way of spectrum and operating license fees. This cost is passed down to consumers making services expensive. If the governments lowered their appetite for revenues from license and instead let the cheaper bandwidth spur economic gains, the continent stands to gain more. There are over 100 VOD registered operators in Africa and this number is bound to grow if bandwidth was cheaper. With a counterfeit movie DVD going for about $0.5 in Nairobi streets, VOD will take off when the cost of demanding a video online is lower than that, that’s 1.4GB for less than $0.5. The African VOD experience needs not be a carbon copy of the US or EU versions, lower quality videos (hence lower bandwidth consumption) will find a niche here I believe. Remember when people dismissed YouTube by saying who would want to watch grainy videos shot by amateurs from a mobile phone? remember when people dismissed Nollywood saying there is no market for such low-cost, simple plot movies? Low quality VOD could work here in the short-term.
VOD can avail additional revenue streams to operators if done well. It can also backfire on operators if they will not meet the surge in data demand due to VOD. It is one thing to say you offer VOD and it is another to ensure that your network does not collapse due to VOD load. Video will have increased 14-fold between 2013 and 2018. It is estimated that over two-thirds of data on most networks including mobile will be video by 2018. VOD is an opportunity for the prepared and a risk for the unprepared.
Shift from Infrastructure investment to service delivery
Too many operators today are busy investing in and maintaining infrastructure. This is a very outdated way of doing things. We have begun to see a shift in this here where in 2014 we saw Airtel sell its cellphone towers to a third-party and pay to get service from them. This has a two major effects:
- Infrastructure associated costs now move from the fixed costs to variable cost column of the financial books. This has a great boost to the financial health and makes the company more resilient to market and revenue shocks.
- Ownership of infrastructure by operators makes them very rigid and fail to adapt to the changing customer needs and make money, sometimes, this change if it happens is not fast enough to meet market demands. I remember working on a project to install a MMS platform for a local MNO, before the service was even officially launched, Whatsapp took the multimedia file exchange scene by storm. The firm had already spent millions. If this was a third-party service instead, they would have spent less or minimized the risk associated with the dismal uptake of MMS services.
Operators need to shift from being technology oriented companies to being service oriented. By service oriented I do not mean becoming a service marketing company by outsourcing everything other than the sales and marketing, I mean their critical business decisions should be informed by meeting customer needs as opposed to deploying the latest, fastest, smoothest or shiniest piece of tech.
Re-look at Value Added Services (VAS) strategies
The ‘VAS or perish’ song has been sung so many times in many a conference I have attended. The problem that is now arising is operators are coming up with what they believe is VAS but is in effect a burden to the consumer. Take for example a certain operator in South Africa who sent me about 4 SMS’s after every call I made on their line about enabling directory services, offer to automatically send my vCard to every person I called, how much airtime my call consumed, an offer for an international bundle whose activation process involved 5 steps and many more. That was outright annoying and took repeated calls to their call center to turn them off. It felt more of value attrition than addition.
That aside, most people relate VAS to mobile operators only, fixed line ISP’s, broadcast and others need to embrace the idea of value addition to their existing services. The tragedy is that many have confused product improvement to value addition, the two are different and can easily be told apart. A fast food restaurant improving the quality of their burgers and fries is product improvement, adding a small toy to all kids meals is value addition. This example therefore means that for value addition to happen, the product must first meet customer expectations otherwise VAS is a waste of time. Many operators use value addition to try to improve the product instead of using it for the purposes of eliciting further delight from the customer (which then creates stickiness). Of what use is the toy in a badly prepared kids meal? In short, if what an operator is calling VAS ends up improving the product as opposed to eliciting customer delight, it’s not VAS. Many operators in Africa are adding toys to burgers with rotten patties. This is why many so-called VAS strategies don’t work because they were simply product improvements disguised as VAS.
Have a happy new 2015!