English Translation
Courtesy of Google Translator
The signing came directly Franco Benabè: once in those days was already in the U.S.
For the road show presentation of his' nuovà Telecom Italy. On 31 March was in New
York, shortly after flew to the West Coast. Destination list, with Los Angeles
Rapid transition to Cupertino, headquarters of Apple. On the other hand on this
Steve Jobs has been limited to: the agreements and sign at the highest levels. But it
Been something quick, because everything was ready to seal the agreement will lead
The iPhone in Italy in a few weeks. An agreement fruit of the work carried out by
Luca Luciani months, the number one Tim: to be well in spotikljaj 'of paperà
Waterloo, but can still earns the merit of being able to persuade Steve Jobs to
Change strategy.
The agreement is revolutionary because it marks a turning point as important as the sudden
Strategies of the Group of Mela. It is precisely for this has been covered so far, to the point that
Yet now indiscretions and voices are those trapelano. Revolutionary because
With Telecom Italy, and to enter the Italian market, Jobs on the formula abbandonerebbe
Which has so far built the success of its super-phone: Exclusive agreements,
Only one player in every market, and the mechanism of 'revenue sharing', whereby
Jobs collects a percentage, and also very salty, as is 30%, traffic
Generated by each user iPhone.
Broadly speaking incardina the agreement on the following points.
1) The Italian market will not stare directly iPhone 2G but the new, third
Generation: the iPhone Umts that best exploit the strong growth of networks
Italian mobile broadband.
2) The agreement with Telecom Italy will be based not on 'revenue sharing': no more
Percentages traffic but a selling price higher. And not just.
3) Finally, not an exclusive agreement with Telecom Italy, but a lead of a few months
Granted to the group by Franco Bernabè. One advantage that is already in practice: the system Telecom
Is essentially ready to accept in its network, technological and sales, the iPhone.
A second operator, starting now, once officially that the Italians do not iPhone
Tim will be exclusive, will still need time, Going out of the generic:
Vodafone or H3g probably the first operators to benefit from the lack of exclusivity,
Will want to run if time to bring their eventual iPhone on the market for
Campaign next Christmas. By the summer of 2008 there will be only Tim.
At first it seems an odd agreement. Telecom Italy earns us a lot: you take home
IPhone for the first and paying much less than her predecessors. But why would Jobs
Accepted all this?
The ability to iPhone to market is undeniable. Circulent impressive numbers. For
Example, the United States, the first market where Jobs has launched his cell about a year
Ago, it appears that At & t has already sold 3milioni terminal, one million of whom only
In the last quarter. But even more impressive is the fact that just under
Half of these 3 million iPhone At & t in circulation have been triggered by new
Users, who have left their previous operator to switch to At & t own
For an iPhone.
What reasons have then pushed Jobs to abandon the old strategy of 'revenue
Sharing '?
The explanation is that this formula can not stand still for long.
The market is changing. The mobile world is moving rapidly towards
Internet. It means that the rich business of mobile phones will no longer be the voice, which
Will always lower costs, but the data traffic. And here too, not so much a product 'basicò
Like a simple stream of bits, but advanced services fee. The system of revenue
Mobile in a few years will be divided into three parts. From some of the fixed costs
Monthly connection for voice and simple. This money that go directly to operators
By the mere fact of giving access to its network to a user, and is one that tends to share
Fall further. Then there are the money users pay for services
Premium. Typical Example: music. You download music files fee. But
Buy even news, video, new services like all possible types of checks
Distance over the phone and so forth. And this slice of revenues will go to owners
Services.
Finally there will be a third party linked to the search engines, social networking, maps
And information such as yellow pages. And these will be free for users but
Produce revenues from advertisements.
And on the latter type of service that is open competition among telecom providers
Services and who will be able to organize and manage all this traffic, which
Subjects such as Google, Yahoo, Microsoft, Nokia and Ericsson as holders of
Intelligence network.
In short: the business generated by mobile phones will grow, but will always be
Less business from a bill in bill, which is where Jobs is now to draw revenues
Through 'revenue sharing'.
Jobs has therefore begun to understand that the parable dell'iPhone has reached its apex,
As product. Also because the competitive advantage provided by technology 'touch
Screen ', by the fact of having an efficient part' computer 'resulting from kwow how historic
Apple are to be achieved by competitors. Samsung and Htc have already launched the first
Smartphone keyboard and manageable without directly touching the screen. And even if the first
Models are not entirely to Apple, is to bet that within one or two
Versions will have bridged the gap. It will be perhaps even gone further. And the next
Fall down in the battleship that Nokia will launch its first 'touch screen' time
Campaign for Christmas 2008.
So, Steve Jobs has in his hands a pretty successful product. But how to avoid doing
End Motorola, which has failed to distance itself from the time of its global success
Razr, which is still the single model of the best-selling mobile world, and that is why
In the past twelve months from the stars to failure or almost? We must change. But how?
The iPhone is not a mobile broadband. It is still good for markets where large Banda
Mobile is not yet well developed. As the United States. And in Europe, virtually all
Except Italy. The share of total users Umts the largest operator in each market
Europe is clear: the 20% in France, 18% in Britain, only 15% in Spain. But
The 44% in Italy: almost one in two.
For markets still underdeveloped in this regard especially the iPhone has led
Dowry operators in a strong increase in shipping. What all the more remarkable in
Markets still linked to voice traffic, as the United States. Its ease of use is
To navigate, both to buy products as valuable music and video thanks to the synergy
With iTunes, has done a wonderful tool for users to start Internet
Mobile. But with the transition to 3G world things are more complicated. And the competition increases.
Jobs has been found to deal with Telecom and Italy for the first time was unable to
Exercise this asset, the ability to generate traffic dell'iPhone valuable data: Tim,
The iPhone, has already registered a growth of navigation on the phones 90%. In short,
The competitive advantage of the Italian market on the world mobile works yet.
On Jobs can be found in your hands an instrument far underestimated: a browser. The
Dell'iPhone heart is the software that makes surfing the Internet and called Safari. From Use
Arrives yet another astonishing number: 70% of accesses to the network via networks
Mobile happens party smartphone with the Safari browser (this servers know
Recognize), namely by iPhone.
And browsers are the true frontier of this new market. It is no coincidence here is that
Working the same Google with Android. For Jobs suddenly became clear that the
New primary objective to point is not to sell a few more price iPhone
Possible (between sales and percentages traffic), but spread as far as possible its
Safari. Incidentally selling many more terminals, thanks to surrender to
Exclusive
And Telecom Italy has found the right place at the perfect moment.
