了解电信运营商如何创新.docx

编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第页共NUMPAGES34页第PAGE\*MERGEFORMAT34页共NUMPAGES\*MERGEFORMAT34页UnderstandingHowTelcosInnovate了解电信运营商如何创新Telcosgetmanythingsrightoninnovation,butoftenmissthebigpicture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:EmekaObiodu,CarriePawsey,JeremyGreenOvumisnotliableforanyperceivedchangesofmeaningthatmayoccurthroughtranslation,andthatfortheavoidanceofdoubt,theoriginalEnglishversionshouldbereferredtoforanydiscrepanciesOvum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Since2009,Ovumhastrackedandanalyzedmorethan3,500newservicelaunchesbytelcos.In2012and2013,wealsocompletedin-depthcasestudiesontheinnovationactivitiesofnineoftheworld’slargesttelcos.Thisreportextractskeyinsightsandmessagesfromthisresearchtoproviderecommendationstotelcosonhowtheycaninnovateeffectively.Theinsightsgatheredfromtheseresearchprojectshighlightthepaceandprolificacyoftelcoinnovationactivities.However,whiletherearemanythingsthattelcosgetrightoninnovation,theyoftenmissthebigpicture,exaggeratethethreatfromover-the-top(OTT)players,andmisunderstandthebroaderbenefitsofinnovation.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.Whilethereisclearlyapropensitytotalkaboutinnovationratherthandoingit,itsimportanceshouldnotbeunderstated.Telcosneedtoinnovatetogeneratenewrevenues,implementcost-savingmeasures,andnurturetheirbrands.Telcoinnovationisoftenmisunderstoodasitisregardedasnothingmorethanabattlebetweentelcos