CTM: Institute for Communication Technology

CTM: Institute for Communication
Technology Management
CTM: The world’s foremost Institute at the
intersection of tech and content.
•CROSSROADS of Silicon Valley
and Hollywood
Telecom
•INTEGRATION of corporations
and academia
Consumers
USC
CTM
OEMs/
Devices
Content &
Social
Media
•DIVERSITY of stakeholders allow
a broader, richer, view of the
developing business environment
•PLATFORM for new ideas and
practices.
A Forum for the Digital Ecosystem
Telecom &
Distribution
Devices
Services,
Platform &
Middleware
Content &
Software
Strategy
Intersections
AT&T
Hewlett Packard
Alcatel-Lucent
Disney
Accenture
Nestle
Qwest Communications
Motorola, Inc.
Cisco Systems
Adobe
Deloitte &
Touche
Northrop
Intel
Qualcomm
Fox
Rogers Communications
Telecom New Zealand
USA
Microsoft
Huawei
Warner Bros.
Pricewaterhouse
Coopers
Occidental
Petroleum
Ogilvy
TDS
Best Buy
Oracle
Technicolor
Telus
IBM
Verizon
Time Warner Cable
Rovi
TCIM
Universal
Music Group
Seagate
SAP
Entertainment
West Wireless
Hitachi
Consulting
Netflix
DirecTV
Ericsson
YouTube
Comcast
Tata Consulting
Services
Cox
= CTM Member
= Participates in CTM Activities
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What We Do
• Institute for Industry Leaders
• Global Consumer Research
• Strategy for Corporations and Business
Sectors
• Executive Education
• Thought Leadership and Vision
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CTM Membership
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Corporate Members of CTM
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Other CTM Participants
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CTM Board of Directors
CHAIR
Kelly King
President
South Central Region
AT&T Operations, Inc.
VICE CHAIR
Sherri Brown
Vice President Enterprise IT
Infrastructure
Networking & Hosting Services
Disney Worldwide Services, Inc.
INTERNATIONAL VICE CHAIR
Ibrahim Gedeon
Chief Technology Officer
TELUS
EXECUTIVE DIRECTOR
Lucy Hood
CTM
University of Southern California
Ghassan Abdo
Worldwide Segment Executive
Communication Service Providers &
Network Equipment Providers
Hewlett Packard
Brian Angiolet
Vice President, Marketing
Telecome Regional Operations
South/West Area
Verizon
Sergey Batalin
Global Lead- Wireless Technology
Consulting Practice
Accenture
Gerald M. Belson
Global Consulting Leader
Technology, Media and
Telecommunications
Deloitte Consulting, LLP
Melva Benoit
Senior Vice President
Consumer Insight & Research
Fox Broadcasting Company
Jack Borsting
Director & Dean Emeritus
University of Southern California
Deborah Bothun
Advisory Leader Entertainment,
Media & Communications
PriceWaterhouseCoopers
Jeff Burke
Executive Director,
Market Research &
Competitive Intelligence
Seagate
William Davidson
SVP, Global Marketing &
Investor Relations
QUALCOMM, Inc.
Thomas A. Drake
Chief Executive Officer
TCIM Services, Inc.
Darrell Jordan-Smith
Vice President
Oracle
Marcelino Ford
General Manager, Interactive
Content & Ad Development
Intel
Shawn M. Kerns
President and General Manager
Occidental of Elk Hills, Inc.
Kenneth R. Frank
President, Solutions and
Marketing
Alcatel-Lucent
Dr. Steve Gray
Chief Technology Officer & VP
Huawei Technologies
Ian Greenblatt
Director Content Strategy
Motorola
Joe Hanley
Vice President
Technology Planning & Services
TDS
Carla Hendra
Chairman
Global Strategy & Innovation
Ogilvy & Mather
Doreen Ida
Vice President
Nestlé USA
Garrick Tiplady
Rogers Communications, Inc.
Dr. Alexis Livanos
Corporate Vice President and
Chief Technology Officer
Northrop Grumman
Laurie Miller
President & Country Manager
Telecom New Zealand
Pieter Poll
Chief Technology Officer
Qwest Communications
Chris Prekopa
Director, Business Services
Time Warner Cable
Bill Rusitzky
Sr. Director, Strategic &
Technology Partner Alliances
Adobe Systems, Inc.
Suraj Shetty
Vice President
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WW Service Provider Marketing
Cisco
What CTM Offers Its Members
• A Powerful Network of industry leaders involved in every facet of
the digital media value chain.
• World Class Research -- unbiased, international in scope, and
tailored to our industry.
• A Premier University. As part of USC’s Marshall School of Business,
CTM delivers the services of a leading university.
• Strategic Consultation. CTM helps its members to identify market
opportunities, profitable business models and successful strategies
for further growth.
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CTM’s Core Activities
Description
Research
& Strategy
Internationally recognized faculty experts
apply unbiased, rigorous analysis to
consumer behavior and emerging
management issues.
Examples
Global Mobile Study: Int’l survey of mobile
users.
Digital Home Survey: All consumers’ digital
interactions with any device in their homes.
Digital Health Study: Digital health usage.
Leadership
Education
Events
Business practitioners and leading
strategists combine theory with practical
knowledge in order to help participants
create preferred futures for themselves,
their companies and the industry as a
whole.
Advanced Management Program (AMP):
Six day course for high-potential managers.
Executive Leadership Program (ELP):
Four day program for senior executives.
Business leaders in telecommunications,
Twice Yearly Executive Roundtable (ERT)
technology, and entertainment combine
innovative thinking with energetic
Quarterly Strategy Summits
dialogue, creating new understanding and
insights.
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Research
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Pilot Initiatives: Social Media in the Enterprise
• Identify the companies that lead in using
social media as a channel in B2C and B2B
communications and analyze success factors.
• Quantify social media use (traffic volume),
over various channels and devices (social
network usage), and over user populations.
• Define meaningful metrics to measure usage,
traffic and effect.
• Understand the key growth rates and 1-3 yr
trend lines; explore the implications of this
growth.
How Much (Social) Media?
• Research Director for the Global
Information Industry Center (GIIC)
• How Much Information (HMI) Study
• Information value & IT strategy
• Business process & business network
redesign
• IT forecasting & market transparency
Dr. James Short, PhD
Visiting Director of
Research
Social Media Research Timeline
90-day Exec Briefing
• What execs need to know about social media
• Three month project, Feb - April 2011
Social Media Field Studies, Social Influence
Analysis
• Scaled up project design based around core sponsor interests
and available data
• Six-month project, April – Sept 2011
• In discussions with: Cisco, Disney, ATT, HP,
Qualcomm, Adobe, Nestle, SAP, IBM, MSN
Digital Home
Digital Home is a year-long research study carried out
jointly by CTM and corporate sponsors. It provides insights
into the connected, multi-screen digital home, including:
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Adoption: Key factors that encourage, challenge, and
inhibit adoption of new products and services.
•
Perceived value: Consumers' willingness to pay for new
interactive multimedia services.
•
Media: TV, multichannel, over-the-top, mobile, games,
PC, cable, satellite
•
Programming: Sports, Entertainment, Movies, DirecTV,
Cable, YouTube, Hulu, Music, Games, Health,
Telecommuting, Online Education
**Current Digital Home survey: July 2010 , Sample size: 3000
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Desktops And DVD Players Have Fully Penetrated; Laptops, Games Consoles,
And DVRS Continue To Struggle To Become Fully Adopted; HD-DVD/Blu-Ray
DVD Is An Early Adopter Device
Some traditional devices are owned by everybody, advanced devices are owned only by Adopters; DVD Player ownership has
dropped among all segments
Based on those who own and use
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Change 2% -2%
3% -7%
0%
-1% 1% 1%
1% 2% 3%
161(A-I) Which best describes your ownership and/or usage of the following devices? (N =4462)
2%
6%
-5% -4% 11%
-8% -8% -8%
The Technology Adoption Index
The sample is normally distributed into
three groups. “Early Adopters” and
“Laters” have distinctive characteristics:
• Early Adopters
• ethnically diverse, slightly more educated
• Most have been working for over a year
and tend to have higher income
• Laters
• equally likely to be male or female
• more likely to live in rural areas, less likely
to have a full time job
• less involved politically and are
more religious
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Source: CTM Digital Home Study
Using Adoption Profiles For Prediction
The size of the gap between the groups is just as important as the height of the bar
Basic / Traditional
Advanced
Expert
All groups are high,
market is saturated
The Majority is catching up
Early Adopters are high,
The rest are lagging behind
For example: PC ownership,
Cell phone usage
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For example: WiFi enabled devices,
Perceived importance of HD service
The bars can describe
device ownership,
service usage, attitudes
or behaviors
Source: CTM Digital Home Study
For example: Not subscribing to pay television
as TV programs are now available online
Aligning Strategy With Adoption Profile
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Source: CTM Digital Home Study
Technology Opportunity Matrix
U.S. sample
Affinity For Technology
High
Impact
Moderate
Impact
Low
Impact
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Moderate Affinity
High Affinity
•Relationships and family •Health
•Financial management
•Career success
•Working from home
•Religion
•Intimate relationship
•Pets
•Personal Entertainment
•Shopping
•Job search
•Education
•Commute
Products and services will have greater value if they address personal freedom, time
efficiency and personal privacy.
1000285 U.S. Sample
Impact
Low Affinity
Global Mobile Study
CTM’s flagship annual research study across 15
countries:
•
Global reach: Asia, Europe & Americas
•
Consumer focus : Preferences, habits, and use
patterns in key markets
•
Consistency: Standardized survey for past 6 years.
•
Industry specific: Study reveals business
implications for new services development.
•
Tailored for each company per research goals
•
US Smartphone Executive Briefing
CTM members can receive specialized analysis,
presentations and proprietary results for company
specific questions.
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Smartphone usage is crossing the chasm
Smartphone usage is becoming mainstream: highest growth is among 35-49 year olds
Question asked: Is your cell phone a smartphone? – age breakdown, Global Mobile study, 2010
Mobile Internet browsing is growing and is an
important factor when buying a new cell phone
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Digital Health Initiatives
Digital Home Health Survey
•Sample of 3000 US Consumers
•Results: August, 2010
Digital Home Health White Paper: Fall 2010
“Digital Home Health: Opportunities, Prospects & Challenges”
•Value proposition & industry economics
•Consumer willingness to pay
•Key accelerators & barriers to adoption
•Strategic effects of technology, security & privacy
•Role of network service providers
Body Computing Conference: USC Campus
•Led by Dr. Leslie Saxon, national spokesperson for connected medicine
•Presenters from wireless, biotechnology, pharmaceuticals, entertainment,
investment banking, and governmental organizations
•Focuses on emerging technologies which will facilitate patient care,
change medical practice and improve quality of life
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Strategy
Many Factors, Many Tension Points
• Monetizing the
networks
• How to be the
“smart pipe”
• Mobility, VOD and
video games
• More consumption
than ever - but
more fragmented.
• Engaging users
• Analog dollars
for digital
pennies?
Telcos
Content &
Social
Media
Consumers
OEMs/
Devices
• Transformation of
user experience
• New functionality in
TVs, PCs, set top boxes
and mobile handsets
How do we analyze?
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Strategic Modeling
CTM uses proprietary frameworks and business models to identify market opportunities,
assess the viability of new technologies and services, and predict their adoption:
•Global Acceptance of Technology (GAT): Technology diffusion framework that
incorporates cultural norms, both social and organizational, to a greater degree than other
models.
•VISOR Business Model Framework: Defines how companies can evaluate the viability of
new technology introductions or service offerings. VISOR examines the Value Proposition,
Interface, Service Platform, Organizing Model, and Revenue / Cost Sharing factors.
•Firecracker Futurecasting: Unique methodology applied to specific research questions
typically chosen by CTM Board. Recent topics include:
•
•
•
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Telematics (Auto, Mobile)
Telehealth
Mobility in the Enterprise
Smart Home (Smart Grid)
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MBA Field Research
Performed by USC’s Marshall School of Business MBA
candidates for CTM Member Companies.
Projects conducted during fall semester of the academic
year with results delivered at the conclusion of the
semester. Sponsoring companies for the most recent
research projects included AT&T and Qualcomm.
Recent Projects include:
•Digital Signage Opportunities
•Next Generation TV
•Tele-Health
•Augmented Reality
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Executive Forums
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Executive Round Table
•Industry Leaders
•Visionary views
•Revenue focus
•Private forum for senior
executives across the industry
•USC CTM’s Spring 2011 ERT:
March 10, 2011
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LA Broadband Summit
•
“The Challenges to Delivering 4G”
•
Partnership with Capital Tower
Group and California Wireless
Association
•
Prominent government and Industry
leaders
•
Overcoming challenges to wireless
deployment
•
Coverage in Forbes.com, LA Daily
Journal, RCR Wirelesss
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Leadership Education
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CTM Leadership Education
• Advanced Management Program (AMP)
– Targeted at High-Performing Executives (SVP, VP)
– Addresses issues relevant to all industry segments
from “Chips to Content”
– Next session: May 22-26, 2011
• Executive Leadership Program (ELP)
– Targeted at Senior Executive Participants
– Focuses on strategic planning from future
perspective
– Highlights the role of Vision and Values in
leadership and the planning process
– Next session: TBD, November 2011
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Staff
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Lucy Hood,
Executive Director
•
•
•
•
•
•
•
•
Former President, Fox Mobile Entertainment
Global mobile strategy for News Corporation
Introduced text messaging with Fox-AT&T on American Idol
Internationally known speaker
Digital Corporate Strategy
Thought leader in the industry
BA, Yale University
MBA, Columbia University Graduate School of Business
Lucy Hood,
Executive Director
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Francis Pereira, Ph.D.
Director of Research
•
Digital Home Consumer Survey
•
Firecracker Scenario Planning Economic and business perspective
•
Technology Adoption Index
•
New applications and services
•
Ph.D., University of Southern California
Elizabeth Fife, Ph.D.
Associate Director, Industry Studies
Global Mobile Data Study – 6th Year
(Secretariat of International Consortium)
Cross-cultural analysis of user behavior, usage
and value of services
Lifestyle compatibility
Trends in mobility
International Public/Private Research Studies
Ph.D., University of Southern California
Jay Tucker,
Marketing Strategy & Communications
Marketing & Media Management Specialist
Former IT Director, Web Developer, and HR Professional
Media literacy and technology instructor/trainer
Created recruiting video and advertisements for Microsoft
BA, Stanford University
MA, Teachers College, Columbia University
MBA, UCLA Anderson School of Management
Steve Shepard, Ph.D.
Resident Director, Education
•Executive Education expert, well-known author and
corporate education specialist:
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International issues
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Services convergence
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Social implications of technological change
• Consults with clients in 70 countries
•Author: Telecom Crash Course, Videoconferencing
Demystified, and Telecommunications Convergence: How
to Profit from Technology, Services and Companies
•Clients include AT&T, Verizon, Disney, IBM and Qualcomm
Contact Us:
[email protected]