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了解电信运营商如何创新.docx

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UnderstandingHowTelcosInnovate了解电信运营商如何创新Telcosgetmanythingsrightoninnovationbutoftenmissthebigpicture电信运营商做出了很多正确的创新举措但往往错失重点ReferenceCode:TE011-001260PublicationDate:17May2013Author:EmekaObioduCarriePawseyJeremyGreenOvumisnotliableforanyperceivedchangesofmeaningthatmayoccurthroughtranslationandthatfortheavoidanceofdoubttheoriginalEnglishversionshouldbereferredtoforanydiscrepanciesOvum不为任何翻译后可能造成的歧义负责为避免疑义任何意义分歧皆以英文原版为主。SUMMARY摘要Inanutshell核心概念Since2009Ovumhastrackedandanalyzedmorethan3500newservicelaunchesbytelcos.In2012and2013wealsocompletedin-depthcasestudiesontheinnovationactivitiesofnineoftheworld’slargesttelcos.Thisreportextractskeyinsightsandmessagesfromthisresearchtoproviderecommendationstotelcosonhowtheycaninnovateeffectively.Theinsightsgatheredfromtheseresearchprojectshighlightthepaceandprolificacyoftelcoinnovationactivities.Howeverwhiletherearemanythingsthattelcosgetrightoninnovationtheyoftenmissthebigpictureexaggeratethethreatfromover-the-top(OTT)playersandmisunderstandthebroaderbenefitsofinnovation.自2009年以来Ovum跟踪和分析了电信运营商推出的3500多个新业务。在2012年和2013年我们亦完成了对9个全球最大电信运营商创新活动的深入案例研究。本报告从这项研究中提取关键见解和信息从而为电信运营商提供如何有效创新的建议。来自这些研究项目的见解突出强调了电信创新活动的速度和生产力。然而虽然电信运营商做出了很多正确的创新举措但他们往往会错过重点夸大来自OTT玩家的威胁并对创新的众多好处有所误解。OvumviewOvum观点Innovationisabuzzwordfortelcosandcouldevenbecalledafad.Whilethereisclearlyapropensitytotalkaboutinnovationratherthandoingititsimportanceshouldnotbeunderstated.Telcosneedtoinnovatetogeneratenewrevenuesimplementcost-savingmeasuresandnurturetheirbrands.TelcoinnovationisoftenmisunderstoodasitisregardedasnothingmorethanabattlebetweentelcosandthemajorOTTplayerswithtelcoscomparedtothelikesofGoogleAppleorstartupssuchasWhatsApp.Howeverthismissesthepointcompletely.Innovationisaboutmorethanj