15
Initial examples of B2B partnerships show how they can
pave the way for telcos with respect to new lines of business.
Telco/OTT partnerships are particularly popular in
the field of entertainment (video and music), 7) where partnerships
with OTTs currently predominate. Add to this partnerships
like Google’s for its Rich Communication Services
(RCS) with telcos such as Deutsche Telekom or America
Movil.
Particularly with respect to the Internet of Things, telcos
are already working intensively with technology providers
in order to make solutions available to customers through
intelligent devices, connectivity, and the associated apps.
Partners are available along the entire value-added chain
here – from connectivity management (e.g. Ericsson, Cisco),
to data & device management (e.g. HPE), to application
management (e.g. Cumulocity or PTC).
5.3. FROM PARTNERSHIP TO PLATFORM
As the examples already show, B2B platforms are considered
particularly promising possibilities for efficiently implementing
partnerships, especially wherever the expertise
and services of several entities must be brought together to
create a value-added solution for customers.
A B2B platform creates value by facilitating
exchanges of services / products between two
or more companies. In the telco sector, new
B2B platform services leverage telco’s voice,
messaging, and data connectivity assets to
help other organizations to interact more
effectively and efficiently in the following
areas: Identity, Authentication and Security,
Marketing and Advertising, Digital Content
Distribution, Offline Logistics, Transactions
(billing and payments), Customer Care.
Platform models will evolve
into a strategic success factor
for telcos over the next five years.
93% of the study participants agreed: For them, B2B platforms
will play an important to very important role in their
own company’s positioning in the market. This points to an
enormous surge in importance in the near future. This is because
currently a mere 56% of the study participants already
assign a role to platforms that is at least important (values of
at least 8 on a scale of 1 to 10, with 1 = unimportant and 10 =
very important):
INCREASING IMPORTANCE OF B2B PLATFORMS
TODAY
“On a scale of 1 to 10: How important are
platforms as a new business model for your
company today? 1 means not important and
10 means very important.”
FUTURE
“What role will platforms play for the
market positioning of your company in
the next five years?"
10
9
8
7
very
important
7%
14%
14%
28%
56% “… strategic
success
factor …“
“… very relevant
today, (…) very
relevant in the
future …”
6
5
7%
4
3
2
not
important
21%
“… will definitely
become more
important …“
“… major
strategic
element …”
1
7%
%
of mentions
7) Ovum (2017). Tighter operator–OTT partnerships bring monetization opportunities. Retrieved from https://www.ovum.com/tighter-operator-ott-partnerships-bring-monetization-opportunities/