Presentation at the WiFi Innovation Summit, Nov 25th 2015 Amsterdam. Covers carrier WiFi, monetisation strategies, and whether "seamless" WiFi is useless

1. WiFi & Stakeholder Diversity
Who has the user’s best interests at heart?
Dean Bubley, Disruptive Analysis
November 2015
dean.bubley@disruptive-analysis.com @disruptivedean

2. About Disruptive Analysis
 Tech/telecom analyst house & strategic consulting firm
 Cross-silo, contrarian, independent
 Forecasting & anti-forecasting
 Consultant & advisor to telcos, vendors, regulators & investors
 Speaker at 30+ events per year in Europe, US & Asia
 Reports on Mobile Broadband, WebRTC etc
Twitter @disruptivedean Blog: disruptivewireless.blogspot.com
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3. The Future has broad drivers, beyond networks
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Chapter by Dean Bubley:
“The Future of the Phone Call”
Other Chapters cover:
AI & machine-learning
Analytics & Big Data
Contextual computing
Crowds & the Sharing Economy
Wearables & quantified-self
3D-printing
IoT, Robots & drones
Autonomous vehicles
Longevity & human enhancement
Green Tech
Financial systems & money
Political & social change

4. LifestyleChanges
Analytics&
Machinelearning
Retail&eCommerce
SmartCities&IoT
Opportunity & value arises at intersections
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New communications & network capabilities, eg WiFi

5. Yet much of the industry focus?
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ANDSF
HOTSPOT 2.0
PASSPOINT
EAP-SIM
WIFI-CALLING

6. Or alternatively: “engagement & monetisation”
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7. SPs & venues not the only stakeholders
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User
Mobile operator
Venues Fixed/cable
Things
OS / OEMEnterprises
Broadcasters
Internet
Automotive City Brand Developers

8. Regulation & standards good at dealing with….
 Standalone services
 Well-defined products
 Stable standards
 National / regional
 Service providers
 Homogeneous
 Similar models
 Few in number
 Commercial / Govt
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9. Standards/regulations are bad at dealing with….
 Generalised capabilities
 Fluid products/features
 No/changing standards
 Non-geographic
 Capability providers
 Diverse stakeholders
 Non-service models
 Many players
 New motivations
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FREE!
Cloud-
based
Mashups
P2P & Crowd-
sourced
X-as-a-
Feature
Distributed

10. Diversity vs. Monoculture
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Efficient & Productive Diversity & Future Optionality

11. Not everything wireless is a subscription model
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AmenitySubscription
service
Owned
outright
Peer-to-peer
Sponsored Transactional Also:
“Monetisation”

12. Unexpected routes to digitalisation of society
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13. Myth: WiFi / cellular should be “seamless”
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Too-thick “seams” are
really bad as well

14. WiFi-Calling is a red herring
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3%

15. Who is the best advocate for the end user?
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16. The vision for 5G…
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Ultra-fast
mobile
broadband
Critical &
low
latency
Super-
dense
IoT
• All-embracing
• Many use-cases
• Strong arguments for
more spectrum, but…
• Unintended
consequences?
• Pre-defines model &
stakeholders?
• Extends oligopolies to
adjacent mkts?
• WiFi offload / LTE-U /
LAA as example?

17. Conclusion: Multi-stakeholder WiFi
 Innovation comes from diversity, not monoculture
 2nd-order stakeholder groups proliferating for wireless
 “Service” model is not the only way forward for WiFi
 “Seamless” is wrong
 Burdensome “engagement” & “monetisation” is wrong too
 Beware of assumptions & unintended consequences
 Focus on design & genuine user behaviour
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18. Dean Bubley
www.disruptive-analysis.com
disruptivewireless.blogspot.com
@disruptivedean
information@disruptive-analysis.com
Skype:disruptiveanalysis
Copyright Disruptive Analysis Ltd 2015November 2015