Bringing the ‘social’ out of the operator walled gardens

A ‘walled garden’ is the term aptly applied to the last decade of mobile operator services. And Facebook is the generic name aptly applied to the social network revolution of our times.

Wikipedia defines ‘walled gardens’ as referring “to a carrier’s or service provider’s control over applications, content, and media on platforms … and restriction of convenient access to non-approved applications or content”. This has been the common sense approach to operator strategies; build high walls to protect your revenues – which by now we know is becoming irrelevant. Mobile operators are facing market saturation, declining ARPU, higher subscriber acquisition costs (see iPhone), fierce regional competition and viable threats of being replaced by the over-the-top players.

In 2009 alone, global operator ARPU fell by 7.3% year-on-year and is forecasted to further decline around 10% y-o-y according to Strategy Analytics. How come operators – having a ‘social’ network at their very core – have been steadily declining, whereas Facebook has risen to a 600 million user, $35B valuation business in just 7 years? Let’s take a step back.

2010 will probably be known as the year where mobile service innovation has moved squarely to the software domain. Think about the 100,000s of applications against the 10s of operator services launched in the last 2 years. Continue reading …

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