“If you don’t believe in IoT growth, there’s no point in investing in 5G,” Hatem Zeine
Founder and CTO of Ossia has said.
Perhaps the biggest opportunity for communications service providers in the 5G era is internet of things services beyond connectivity. Though it will be far from easy, the trick is to take valuable and essential solutions that might formerly have been sold as “products” and turn them into subscriptions.
Of course the value will continue to be “outcomes” of value to buyers: lower cost, higher output, less waste, higher product value, faster time to market, higher revenue or higher profits.
The point is that the business upside from IoT is not sensors or even insights gleaned from sensor data. The value comes from ability to change business processes in ways that cut costs or boost revenues and profits. And that means participation in IoT subscription services.
Turning products into subscriptions (everything as a service) is a big business shift many believe is irresistible. Automating the process of buying staple products or discretionary products Is a way to lock in repeat business. And some would note that 41 percent of all consumer purchasing is repeat business.
Of course, telecom has always been sold as a subscription, which does raise questions about how relevant that “everything as a service” trend might be, and where there are additional opportunities for communications service providers.
In most cases, the answer is that service providers win by offering more subscription products as part of their core offerings. Mobile video services provider a good example. The innovation is not the “subscription” revenue model; that is the legacy format, after all.
Instead, what is new is participation in the new business as a distribution channel.
Communications providers have some experience with turning products into services. Hosted business voice (hosted IP PBX or hosted IP telephony) provides a recent example, where a recurring subscription replaces a customer’s need to own and manage a business phone system.
Smartphones often are functionally subscriptions, not “products.” Even if consumers actually buy their devices, they often do so as two-year payment plans. And as support for many devices now routinely lasts for only three years, for many consumers “ownership” of a smartphone resembles a “phone subscription.”
By some estimates there are at least 2,000 subscription-based consumer product businesses in operation, selling food (Blue Apron and HelloFresh), grooming products (Dollar Shave Club and Harry’s), beauty supplies (Birchbox and Ipsy), and clothes (Stitch Fix and Trunk Club).
In principle, the substitution of “hosted PBX” or “business phone functions as a service.” Historically, telecom companies sold such services as “Centrex.” These days, both incumbent telcos and third parties sell “business phone functions as a service.”
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