了解电信运营商如何创新.docxVIP

Understanding How Telcos Innovate (TE011-001260) 17 May 2013 ? Ovum. Unauthorized reproduction prohibited Page PAGE 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 meaning that may occur through translation, and that for the avoidance of doubt, the original English version should be referred to for any discrepancies Ovum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 by telcos. In 2012 and 2013, we also completed in-depth case studies on the innovation activities of nine of the world’s 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 from 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 innovation. 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 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 nothing more than a battle between telcos and the maj