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1、Understanding How Telcos Innovate了解电信运营商如何创新Telcos get many things right on innovation, but often miss the big picture电信运营商做出了很多正确的创新举措，但往往错失重点Reference Code: TE011-001260Publication Date: 17 May 2013Author: Emeka Obiodu, Carrie Pawsey, Jeremy Green Ovum is not liable for any perceived changes of me
2、aning that may occur through translation, and that for the avoidance of doubt, the original English version should be referred to for any discrepanciesOvum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In a nutshell 核心概念Since 2009, Ovum has tracked and analyzed more than 3,500 new service launches
3、by telcos. In 2012 and 2013, we also completed in-depth case studies on the innovation activities of nine of the worlds largest telcos. This report extracts key insights and messages from this research to provide recommendations to telcos on how they can innovate effectively. The insights gathered f
4、rom these research projects highlight the pace and prolificacy of telco innovation activities. However, while there are many things that telcos get right on innovation, they often miss the big picture, exaggerate the threat from over-the-top (OTT) players, and misunderstand the broader benefits of i
5、nnovation.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。Ovum view Ovum 观点Innovation is a buzz word for telcos and could even be called a
6、 fad. While there is clearly a propensity to talk about innovation rather than doing it, its importance should not be understated. Telcos need to innovate to generate new revenues, implement cost-saving measures, and nurture their brands. Telco innovation is often misunderstood as it is regarded as
7、nothing more than a battle between telcos and the major OTT players, with telcos compared to the likes of Google, Apple, or startups such as WhatsApp. However, this misses the point completely. Innovation is about more than just new products and services, and no credible definition of innovation, wh
8、ether in business or in academia, takes such a narrow view. Instead, as the Oxford Handbook of Innovation proclaims, innovation is the first attempt to put a new product or process into practice. 创新对于电信运营商来说是一个流行词汇，并甚至可以被称为一时的潮流。尽管运营商显然倾向于空谈创新（而非真正开展实施），但创新的重要性不可低估。电信运营商需要通过创新来产生新收入，落实节约成本措施，并培育他们的品
9、牌。 电信创新经常被误解-认为它只是电信运营商和主要OTT玩家之间的战争，比如跟谷歌，苹果，或诸如WhatsApp这样的初创公司相比。然而，这完全没有抓住要领。创新不止涉及新产品和服务；不可信的创新定义（无论是在商界或学术界）都持这样一个狭义的观点。相反，如同牛津创新手册所宣称的那样，创新是第一个尝试把一个新产品或流程付诸实践。Telcos continue to innovate in an effort to build efficient infrastructure and develop business models to monetize this infrastructure.
10、 It is just a shame that this is not usually seen as innovation. However, this perception is beginning to change. As telcos such as Deutsche Telekom, France Telecom, Telefonica, and Telenor demonstrate, telcos have recognized the need to integrate cost reduction and optimization processes with their
11、 innovation functions.电信运营商不断创新以努力构建高效的基础设备并开发与之相关的创收商业模式。遗憾的是，这些举措通常不被视为创新。然而，这种看法正在开始改变。像德国电信，法国电信，西班牙电信，和Telenor公司所展示的那样，电信运营商已经认识到有必要将成本削减和流程优化与其创新功能整合。This new integrated view of innovation makes it necessary for telcos to adopt a more holistic metric for measuring their innovation activities.
12、Ovum believes that telcos should use the notion of “net innovation benefit” which is made up of “net new revenues”, “net cost savings”, and “net non-monetary benefits” to measure the success of their innovation activities. The advantage of this metric is that it unifies the traditional metrics used
13、for new products, processes, and marketing initiatives. By using such a comprehensive approach to evaluating new ideas, telcos will be able to avoid the short-sightedness and misunderstandings that have underpinned some of their previous innovation activities.这种集成的新创新观点使得电信运营商有必要采取更全面的指标来衡量他们的创新活动。
14、Ovum认为，电信运营商应使用“净创新效益”概念来衡量创新活动的成功；该概念由“净新增收入”，“净节约成本”，“净非货币性效益” 构成。这个指标的优点在于统一了用于新产品，流程和营销举措的传统指标。通过这样一个全面的方法来评估新思路，电信运营商能够避免以前一些创新活动所出现的短视和误解。Another implication of this holistic view of innovation is that it helps telcos to appreciate the importance of their networks as an innovation platform. No
15、 matter how much telcos try to diversify, their primary role will always be as carriers of voice, messaging, and data traffic. However, an efficient network that has been updated with new innovations can be combined with innovative business models to continuously deliver value to telcos and their sh
16、areholders. As such, every new product that telcos launch will be an embellishment or enrichment of their core products. As Google (with advertising on search), Apple (with devices), and Microsoft (with software) have shown, a well-crafted strategy can use additional, preferably low-cost, new products and services to supplement core products. When done deftly, these supplemental products can become a veritable shield for the core product.
