How are Telcos Like the London Times?

"Newspapers have found that chasing page views in the hope that advertising will save them is hopeless," says John Gapper, Financial Times columnist. And the newspaper industry's encounter with the Internet is very-much akin to the telecom, publishing, music and retailing industry's similar encounter: aside from removing a good deal of profit margin from the legacy business, the new Internet ecosystem will force providers to embrace new revenue models that supplement the traditional sources.

Where newspapers have had two sources--subscribers and advertisers--in the future they might require additional sources. Think about Bloomberg, for instance, which offers business information services but also television, radio, the Internet and printed publications.

Likewise, where most telecom providers have in the past had only one major revenue source, namely subscribers, in the future they likely must create additional revenue streams by providing valuable services to business partners, thus becoming "two-sided" or "multiple revenue stream" operations.

The point is that the Internet undermines the old revenue ecosystem and demands creation of a new model. It typically is the characteristics of success using the new model that remain murky.

Giving up on Internet-driven readership, News Corp. will soon put The London-based Times behind a firewall and even will prevent Google and other search engines from indexing the paywall content. television, radio, the Internet and printed publications.

The point is that News Corp has concluded there is no viable business model in the new Internet distribution system, save the closed model that essentially retrenches from wide Internet distribution.

Some might argue that is fundamentally what will happen with most service provider revenue from voice services as well. It will not prove viable except as a more-limited service more focused on some higher-paying customers, as much traffic bleeds off to free and low-cost alternatives made possible by the broadband accessed Internet.

News Corp estimates that the marginal revenue from an occasional browser is less than one tenth of a penny a year. Group M, the media buying agency of WPP, refers to the bulk of news surfers as “useless tourists” who not only pay nothing but have little advertising potential.

“Free distribution of premium content is like eating your babies," says Group M. "You will give value away until you go bust.” It's recommened strategy to avoid what it calls a “permanent oversupply of digital inventory” on the open web is by using a paywall to “lift the publisher out of remnant inventory and restore a much smaller but aggregated audience.”

Trade wide distribution for a smaller number of customers willing to pay, in other words. "Nice to have" must become "must have" for the strategy to work.

News Corp seems clearly to have concluded there is little money in online news, given the number of "free" providers. Providers in other industries, including telecommunications, will face different tactical issues, but the same strategic issue.

Over time, choices will have to be made about where it is possible to provide value, and where revenue streams therefore can be created and sustained. Willy nilly embrace of new channels likely will work no better than it has for most newspapers that have gone "online."

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Telco of the Future is a Software Company

"The telco of the next five years has to be a software company," says John Lazar, MetaSwitch CEO. That statement is rich with implications for business strategy, organization, investment and priorities, but must at least incorporate the ability to "create and tear down" whole applications, service or features very rapidly, without labor-intensive physical processes. That's why MetaSwitch believes in IP Multimedia Subsystem.

The meaning does not extend as far as the notion that access networks and a range of services related to voice, data and video services will be unnecessary. What Lazar means is that since nobody really can predict what the killer app of the future is, providers simply must have the ability to react quickly when users suggest demand exists for any application that benefits from network access.  

And the access and services platform has to transcend silos. "You have to innovate quickly and build links between things," says Lazar. "Things you don't expect will stick," he notes, reminding people that  "nobody predicted SMS (text messaing) would be the huge success it hsa turned out to be."

But addressing both the current recessionary climate, which has nearly everybody reacting caustiously, Lazar also warned that some "people are not thinking ambitiously enough." There are opportunities to be seized, but action is necessary. And Lazar predicts innovators will do well in this recession.

There are constraints, to be sure. "Damn the dollars, full speed ahead" may not be a strategy many firms can embrace. But keep in mind: when somebody, or a company, says "something can't be done," you have to translate.

What the speaker means is that "I, or my organization, for a host of very-real reasons, cannot do it." That is different than saying something really cannot be done.

Other speakers may well say "something is possible, and can be done," because they do not have barriers of one sort or another that prevent them from doing something others say "cannot be done."

Over the next five years, people will do things that "cannot be done." They will be done for one simple reason. Despite a host of reasons why one contestant says something "cannot be done," others will operate without those constraints.

Thomas Howe to Head Jaduka

Jaduka has promised "big news" at eComm, and one would have to say that some of that news already is leaking out. Consultant Thomas Howe has shut down his consulting business and now is the new Jaduka CEO.

NetworkIP, Jaduka's parent, clearly has decided that it cannot get the traction or valuation it seeks without a recognizable name at the top of its executive ranks.

I believe people refer to this as "street cred."

Software-Based Telecom (Video in 5 Parts)

Voice has for decades been a "service" sold by the "the line" or as an "application" created by a premises switch. Now voice also is a feature of instant messaging, Web sites, enterprise applications and email. As a result, there now are multiple business models, revenue streams and applications that use the "voice" feature. This panel will examine some of the ways this is happening, and what it means for traditional providers of voice services.

Gary Kim, Editor-in-Chief, IP Business

Rodrigue Ullens, Co-founder & CEO, Voxbone

Trevor Baca, VP, Software Engineering, jaduka

Michael Veys, COO, JAJAH

Eric Reiher, Founder & CTO, Mobivox

Click on "Related Article" at the bottom of this post for the first of five parts. Click "Watch in HD" if you have the bandwidth. 

EComm: The Trillon Dollar Market

I usually don't "plug" conferences. But EComm, to be held in March, is an exception, in part because it is a "bottoms up" meeting being organized by people in the IP communications business, not by a well-established conference producing organization.

The other reason is that I am primarily a "content" person, most interested in the intellectual capital being created at such meetings, not the important but more pointedly commercial aspects of trade shows. I respect the folks over at STL (Telco 2.0) for this reason as well.

Lee Dryburgh, who is pulling this together, shares a perspective on what is happening in the trillion-dollar-annual-revenue telecom business. "The first wave of the democratization of communications was market liberalization," Dryburgh notes. "The second wave was VoIP."

"Yet VoIP as a standalone product is not viable long term (consumer attraction is drifting away from "standalone telephony") and VoIP is unlikely to ever be highly profitable," he insists. "In short, VoIP is something 90s which has had little consumer success since."

"The third chapter onwards is far more exciting and profitable," Dryburgh believes. "It is this chapter onwards that eComm seems to track, promote and highlight."

"The third chapter takes VoIP as one building block of many to be fused together into "application experiences"; largely social applications or business efficiency products (or both)."

I happen to agree with him, and lots of us do. You should really check this out:

http://www.ecommedia.com

(I apologize for this not being a hot link, but I have never been able to figure out how to do that, despite following the instructions. Just a dumb end user problem.)

Or click on the new "Related Article" field at the bottom of the post. I've had to play with the HTML, which, as a Mac person, I really hate. I need to enhance it a bit, but that might take me a year...really....

If the future of the global telecom industry is a concern you share, be there.