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Even in a down economy, consumers are unwilling to let go of telecom services
Ofcom, the UK regulator, released a study of national telecommunications use bringing some interesting facts up for discussion. Telecom services play a greater role in our lives and when it comes to prioritizing spending in difficult economic times, users are more keen to view their mobile phones, broadband Internet connections, and digital TV subscriptions as necessities rather than luxuries.
When it comes to prioritizing spending:
Consumers were more likely to cut back on dining out (47%) and holidays (41%), over cutting back on mobile phone use (19%), TV subscriptions (16%) or broadband services (10%).
There will be 250 million mobile Internet subscribers by the end of 2009. A post on GigaOm goes into great depth about the state of wireless broadband. By September of this year EMEA (Europe, M. East, Africa) will have 60 million subscribers, North America 37 million, and Asia-Pacific will have 56 million mobile broadband users. All indicative of the reality that mobile broadband will be a key gateway for users to get onto the Internet.
These are all signs that the emerging wireless broadband network — regardless of the networking protocol is good for innovators and innovation. More entrepreneurs should be thinking about leveraging this wireless broadband platform in a more meaningful fashion. In developing and emerging markets, this could see technology helping people overcome everyday struggles and generate whole new sectors to economies.
The graphic below helps put the emergence of mobile broadband in context:
A new market research report for the telecoms sector in New Zealand has been released on the website companiesandmarkets.com. The title for the publication is “2009 New Zealand – Telecoms and Overview & Analysis” and the executive summary can be found here.
The report provides a great deal of insight into the telecoms sector in New Zealand. It finds that the total New Zealand market grew by 2% to $7.1 billion for the year up to June 2008. BuddeComm predicts that the total New Zealand telco market will grow around 2.3% in 2008/09 and 3.5% in 2009/10, although these growth rates could be up to 1% lower, depending on the severity of the global financial crisis.
New Zealand and the United Kingdom are the only countries in the world that have enacted functional separation as a regulatory tool. Citing many of the same reasons given on this site, the report states emphatically that implementation of this regulatory measure has benefitted users in New Zealand tremendously:
Even Telecom New Zealand has itself admitted that functional separation has already begun to stimulate competition in New Zealand. Existing participants now have the opportunity to extend their activities, and additional competitors now have more opportunity to enter the market which has previously been dominated far too much by Telecom. Smaller competitors now have more attractive wholesale arrangements coming into place and this will put further pressure on prices, which have historically been far too high due to Telecom’s overwhelming market dominance.
In Fiji, it’s FINTEL’s dominance over the international gateway that most closely resembles our New Zealand counterparts. The first stages of sharing under liberalisation are being implemented. However, until the prescription of functional separation is handed down from regulators, we will not reap the kind of benefit that New Zealand is experiencing now. Interestingly, even the incumbent operator in NZ acknowledges that the regulatory measure has been a positive development. How long before we see these steps being taken in Fiji?
Overseas, things are heating up in the world of mobile VoIP. Two related announcements indicate that the segment is about to undergo some serious competition. Skype has confirmed release of its software for Apple’s iPhone device. Additionally, TruPhone, a London-based mobile VoIP startup is expected to announce new service offerings.
In what is largely seen as a preemptive move against Skype’s release for the iPhone, TruPhone is expected to introduce two new calling options:
… a flat-rate plan (TruUnlimited for Landlines) that would allow its customers unlimited calls to landlines in 38 countries for just over $14 a month. In some countries — the U.S., Canada, China and Hong Kong, for example — the plan would also allow unlimited calls to mobile phones as well. Truphone is also offering another plan (TruUnlimited for Mobiles) that would allow unlimited calls to mobiles and landlines in 64 countries for about $35 a month.
According to GigaOm, the Skype mobile application will utilize WiFi networks and calls to landlines will cost 2.1 cents a minute.
So, Skype calls will not be placed over AT&T’s data network, but through the iPhone device’s WIFI connection.
So much for all the vaunted talk about the power and capability of 3G networks. The iPhone Skype application’s use of WiFi indicates that 3G networks in North America could not deal with the additional pressure of increased VoIP traffic.
The iPhone’s popularity has been a crucial part of TruPhone’s success. With Skype now entering the picture, TruPhone and other competitors have begun lowering prices to maintain market share. Falling prices can only entice more users to consider using mobile VoIP services.
The ingenuity of users to take up offerings and adapt them to their own needs can mean technology is used in a way the designers might not have anticipated. That’s really the definition of disruptive technology.
As Digicel and Vodafone begin early rounds of jostling for market share, it might help consumers in Fiji to understand what the possibilities for the technology are. Consider the example of mobile banking in Kenya. The incumbent operator Safaricom (a Vodafone partner) launched a service that would allow for prepaid cell phone plan users to send minutes to family members. The service was immensely popular and allowed users to apply the technology to solve other problems:
According to Eagle, local incumbent Safaricom had started a minute-sharing service for its prepaid cell phone plans a few years back. The idea was to enable users to send minutes to family members in rural areas, who weren’t otherwise able to buy prepaid phone cards. However, Kenyans quickly came up with other uses. “Lots and lots of people were using it as a surrogate for currency,” Eagle said. “[You] could literally pay for taxi cab rides using cell phone credit.”
The use of mobile phones in this manner has been a key part of how technological innovation has transformed Kenyan society for the better. Unlocking the keys to these kinds of possibilities requires the ability to be responsive to the needs of customers . Can we count on our local mobile operators to come up with such ingenious offerings? It might be helpful to look at the types of promotions being put out by Digicel and Vodafone and see if it offers us a glimpse of future possibilities.
Digicel clearly is looking down the road and recognizes that wide take-up of mobile internet service offers a lucrative revenue stream. Their current offering includes access to 1 gigabyte of internet use. They must get praise for offering promotions that propagate cutting-edge technology to users.
Over at Vodafone, their messaging seems to suggest that they are willing to concede first-mover status to Digicel. They are aware of the fact that few people are willing to actually make the switch between providers and that Digicel’s early inroads will come from previously unreached users.
Word of their offering came to me via an article on Fijilive:
“The reduced call charges of 5 cents a unit can also be enjoyed from 12am (midnight) to 5am every other day of the week for the month of March,” Prasad said.
Come on Vodafone, that’s the best you can do? Offering for two weeks, the chance to make phone calls at reduced rate, in the middle of the night? To be fair, that was just one part of the promotion. Text messages have also been reduced to 5 cents, but its unclear if that is also just for the two weeks of the promotion.
We’re left with questions like, “on what days is the promotion actually valid?” Undoubtedly Mr. Prasad will straighten it all out in upcoming letters to the editor of the newspapers. It is concerning to see that Vodafone’s marketing effort still has the markings of the bad-old monopoly days. Maybe they have chosen to see what kind of progress Digicel makes before they get serious about making offers on new services?
A new type of mindset is needed to foster the development of innovative ideas. We see progress coming from so many different parts of the world. If we are to plot a course from today to the point where services like the one in Kenya become commonplace in our own country, then we need to be able to count on our operators to show some vision.

Safaricom users can use their mobile phones for a wide range of banking services
For 14 long years, Fiji has suffered under a telecommunications arrangement that granted exclusive licenses to operators and prevented the entry of new companies to challenge these monopoly agreements. As a result, Fiji has had to endure terrible service, non-existent customer support, prohibitive pricing, and a host of other issues that one would expect when monopolies rule the day.
No longer. With the entry of Digicel into the mobile market in Fiji today, there will be real competition in the mobile market. Benefits to the consumer will be immediate. Already, Vodafone has started slashing rates to compete and in unprecendented moves, has even responded to widespread customer complaints about SMS promotions. Offering competitive pricing, excellent customer support, and the genuine motivation to shake up the market, it will not take long for Digicel to make a serious dent into Vodafone’s business.
Digicel stores in Suva open at 8 AM and the company is putting on a free concert at Albert Park, where a crowd of 60,000 is expected. The show will feature Sean Kingston, NZ-based Katchafire, and several local artists who get the thrill of playing for the largest crowd ever to gather in Fiji (for a non-religious event). The people of Fiji are not used to being shown any sign of appreciation from the companies they deal with. For a company to thank them with a free concert, before they have even started operations is a clear sign of great things to come.There are areas of concern. While the mobile sector has been opened up to competition, the internet gateway/backhaul function under the control of FINTEL will not be challenged anytime soon. This is an issue that has been dealt with extensively on this blog.
Change in internet will be more gradual and even there, Digicel will be a key mover. As it signs up more people to its data services, expect Digicel to show more interest in investing in internet backhaul capacity. It is only at this point that we can really expect internet service, quality, and pricing to show any movement in Fiji.
Today is a step in that direction.
FijiLive provides the back story:
In February this year, the Government approved a licence for Digicel to operate a mobile phone service in Fiji in October, bringing in competition to Fiji’s monopolised mobile phone sector.
In May, when asked about Digicel’s licence, Ricketts had told fijilive.com/business that Digicel (Fiji) was expected to get its licence after the Government and the operator “sorted out a few details”.
A month later, the two parties are still ‘negotiating details”.
Ricketts had also said then that Digicel hadn’t yet paid its $US10.25 million (F$15.44m) bid offer (following which the company would be issued the licence).
“Once these details are sorted out, they will pay that (the amount) and will get the licence,” Ricketts said in May.
Today, Digicel’s business development manager, Thomas Underwood said that the meeting was just closing issues.


Regulatory authorities in the United States are taking a closer look at anti-competitive business practices. Mobile operators now find themselves being scrutinized for practices involving exclusivity arrangements signed with phone manufacturers. Also coming under examination are roaming and interconnection arrangements for data services. Operators like AT&T and Verizon own considerable segments of land-line networks and it is widely felt that this creates a conflict-of-interest, delaying the wider rollout of mobile Internet services.

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