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1、Mapping the Telecom Value Chain: A Roadmap for Communications Networks Professor Charles Fine Massachusetts Institute of Technology Sloan School of Management Cambridge, Massachusetts 02142 May 2001 charleymit.edu Tel: 1-617-253-3632, Fax: 1-617-258-7579 Excerpts from 1. Fruit Flies IN THE FUTURE TH
2、EY WILL NEED TO RUN AT ELECTRONICS CLOCKSPEED. Dynamics between New Projects and Core Capability Development: PROJECTS MUST MAKE MONEY AND BUILD CAPABILITIES CORE CAPABILITIES NEW PROJECTS (New products, new processes, new suppliers) Leonard-Barton, Wellsprings of Knowledge Clockspeed drives Busines
3、s Strategy Cadence The Strategic Leverage of Value Chain Design: Who let Intel Inside? 1980: IBM designs a product, a process, and Farrell, Hunter and Farrell, Hunter common CATIA 4. Develop both a strategy toward each supplier (how strategic; areas of joint interest), and a strategy for each commod
4、ity (e.g., we only source tires from Goodyear POTS IS UNIVERSALLY AVAILABLE OR WILL OPEN-ARCHITECTURE VOICE PORTALS REINVIGORATE THE HOURGLASS SHOPPING, PORTALS, SEARCH, MUSIC, VIDEOS, JOKES, CHAT, EMAIL, PORNOGRAPHY, DATA, ETC.ETC. CONTENT IP/3G/POTS FIBER OPTIC NETWORKS, CABLE MODEMS, DSL CONNECTO
5、RS, SWITCHING SUBSTATIONS, ETC.ETC. INFRASTRUCTURE Wireless Base Stations (WSBS) comprise 4 key subsystems: WIRELESS VALUE CHAIN:MINI CASE EXAMPLE WSB architectures are -integral & proprietary Suppliers include: Nortel, Moto, Ericsson, Siemens, Nokia Disruptive Modem advances (e.g., MUD) can double
6、Base Station Capacity Radio Part Digital Signal Processing Modem Transmission Interface Fiber & Wire- Based Network Modular WSBs might (1) Stimulate new WSB entrants (ala Dell) (2) Stimulate standard subsystem suppliers (3) lower prices to the network operators (4) Speed base station performance imp
7、. (5) Increase demand for basestations due to improved price-performance ratios. Devices Networks Middleware Spider webs around standards are becoming sticker Standards contracting towards a data solution Wireless LANDeath of Home RF Narrow bandwidth vs. Broad bandwidth The race is on for a operatin
8、g system standard Will the operating system run on all devices Will software radio become the disruptive tech. Are ASPs back with wireless applications & solutions? Convergence moving towards a single chip Components are shared among devices Carriers moving towards outsourcing Trends in the Standard
9、 AdoptionTrends in the Standard Adoption Wireless Marketplace (J. Gower & S. Constance, MIT & Siemens) ClockspeedClockspeed SlowSlow QuickerQuicker Fast!Fast! Devices Networks Middleware Present Map of Wireless Investment in Standards CDMA IS-95CDMA IS-95TDMATDMAGSMGSM IDENIDEN PDCPDC CDMA 2000CDMA
10、2000GPRS-GPRS-eGSMeGSMEDGE-EDGE-eTDMAeTDMA IDENIDEN 2.0 G 2.5 G 3.0 G HSCSDHSCSD CDMA 2000CDMA 2000wCDMAwCDMA OS AP EPOCEPOCPalm OSPalm OSWindows CEWindows CEMLinuxMLinuxNMSNMS WAP/WMLWAP/WMLHTMLHTMLCDPDCDPDiModeiModeSMSSMSMeXeMeXeIASwIASw LAN Home RF PagersPhonesPDAs Wi-Fi FDMAFDMA Bluetooth AMPSAM
11、PSNAMPSNAMPS 1.0 G DSP FLASH FLEXFLEX RAM TI-TMS320C54 SRAMsFeRAMSDRAMSDRAM NOR-FLASHNAND-FLASHSST-SuperFLASH ESPPalmDSP DSP1609ND Wireless Study (J. Gower & S. Constance, MIT & Siemens) Devices Networks Middleware Wireless Study (J. Gower & S. Constance, MIT & Siemens) Trends within the value-chain
12、 Spider webs around standards are becoming stickier Standards contracting towards a data solution Wireless LAN may drive standard convergence Narrow bandwidth vs. Broad bandwidth The race is on for a operating system standard Will the operating system run on all devices ASPs are back with wireless a
13、pplications Convergence moving towards a single chip Components are shared among devices Carriers moving out of manufacturing components Value Chain of Mobile Virtual Network Operator (MVNO) Spectrum & Radio Infrastructure Switches Authenti- cation Center Distinct Number Series SIM Cards Billing, Cu
14、stomer Service MVNO: - Does not have Spectrum & Radio Infrastructure - Needs a host network - Has at least Billing, Customer Service, Sales and Marketing Sales & Marketing Integrated Less Integrated Eelco de Jong, MIT MVNO Example 1: Virgin Mobile -Launched in Nov. 1999 in UK, wants to become a glob
15、al player, leveraging its worldwide brand -Host network: One 2 One (Deutsche Telekom) Virgin purchases wholesale minutes from One 2 One -Virgin does not require customers to buy a new handset - only a Virgin SIM card (for US$ 20). Little handset subsidization. Simple pricing structure -Extensive con
16、tent offering, targeting the mass-market -Low ARPU, but also low customer acquisition costs Eelco de Jong, MIT MVNO Example 2: Financial Times & Carphone Warehouse Announced in March 2001, joint venture between FT, Carphone and BT Cellnet Targeting business consumers, who will receive a WAP-enabled FT-branded phone - Financial Times will provide content - The retailer Carphone will provide billing, customer service, leveraging
