Ovum: Telcos must live up to 'smart enabler' hype

Mobile operators positioning themselves as 'smart enablers' in the industry must live up to the hype, global analyst firm Ovum warns telcos recently.

Mobile operators positioning themselves as 'smart enablers' in the industry must live up to the hype, global analyst firm Ovum warns telcos recently.

In a report entitled "The role of smart enabler: positioning for growth in the open mobile market, dissecting the role of smart enabler," Ovum said that in order to efficiently take up the role, operators need to view their network assets, communications expertise, customer intelligence and other capabilities as resources that can be marketed to third parties, not just end users.

The analyst firm likewise advised mobile companies to find the most efficient business model to deliver services before adopting this role. "At Ovum, we think the most equitable model is one where there is an element of risk sharing; for example a tiered approach where operators only charge for API access once an application reaches a certain revenue threshold", said Eden Zoller, principal analyst, Ovum and co-author of the report.

Aside from determining the best business model, Ovum advises the creation of developer ecosystems that can compete with other providers, because "most operators' developer programs do not compare well to those offered by device/platform vendors and online players," said Michele Mackenzie, principal analyst, Ovum.

"Mobile operators are not the only players wanting to take on the smart enabler role," Zoller explained. "Developers and other third parties can turn to device platform vendors like Nokia, Apple, Microsoft and Google. These players offer a number of benefits such as a large addressable market, lower levels of fragmentation with regard to the device and platform, and a trusted consumer brand."

The last piece of the 'smart enabler' puzzle, Ovum suggests, is the application store, which can provide an attractive retail distribution model for developers. "From the operators' perspective, it can help them to offer a wider range of applications and address the long tail of content, which they have failed to do in the past," it said. "However, in Ovum's view, an operator-branded application store is an option for the few. To make a play in this space, operators need, among other things, excellent scale and reach, a developer platform and support program and of course a strong brand."

Join the PC World newsletter!

Error: Please check your email address.

Tags AppleGooglemobile phonesMicrosoftsmartphonesNokiaTelco

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

John Mark V. Tuazon

Computerworld
Show Comments

Essentials

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?