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April 2, 2015

 
In This Issue
7 Things That Would Make a Google MVNO Really Interesting
Wireless Innovation Council
Perspective on T-Mobile's Enterprise Announcement
TLPS Update


Hello all,

No April Fools' issue this year, but this Lens includes :
7 Things Google Could do to Make its MVNO Really Interesting...
Within 24 hours, Google's MVNO announcement at Mobile World Congress turned into a giant MEH. SVP of products Sundar Pichai used a prominent speaking slot at MWC to announce the MVNO, and then dampened the enthusiasm by indicating that it would only be available on Google Nexus devices and with a limited rollout. On the one hand, Google wants to shake up the industry, and on the other hand, it doesn't want to bite the operator hands that partially feed it.

  

First, let me just say that we don't need another MVNO offering a minor variation of the current model. There is a dizzying array of options out there already between four national 4G operators, plus nearly ten substantial MVNOs/sub-brands. Pricing is already very competitive and the options for device procurement/ownership/upgrade are mind-numbing. Google's proposition at this point, based on what it has said publicly, looks to me like the Apple TV of MVNOs: a viable entry into a crowded field lacking the compelling value proposition that characterizes so many of its other products.

 

But here are 7 ideas that could make a Google wireless offering
actually compelling.  
Wireless Innovation Council

I am excited to announce that I have partnered with Mobiquity to Co-Chair their Wireless Innovation Council (WIC). This is a group of strategic decision makers from cross-functional industries who come together to collaborate around and uncover new innovation opportunities in mobile. Members include Pfizer, Fidelity, Harley Davidson, United Health Care, Comcast/Universal, and Vitality.

 

The WIC meets in person three times a year, in an intimate, boardroom style setting. There is ongoing interaction, research, and collaboration in between the meetings. Each year, we choose three themes to focus on. For 2015, they are: Future of Work, Augmented Reality, and Emerging Markets.

 

How can you get involved?

  • At each meeting, we invite a small number of outside speakers -- senior-level executives and guest "innovators", who can share a unique perspective on one of our themes

  • We are always happy to share some unique research, case studies, or perspectives related to one of our themes. Please feel free to send.

  • If you are interested in becoming a member of the WIC. Must be a senior-level decision-maker at an enterprise/brand

Please contact me if any of the above apply!!

 
My Perspective on T-Mobile's Un-Carrier for Enterprise Announcement

T-Mobile has taken its Un-Carrier strategy to the business market. Here are the highlights, with full details here:

 

  • A straightforward approach to pricing, with a discounted per-line rate, unlimited voice, text, and 1GB of LTE data per line, options for pooled minutes, and no overages
  • Including a company paid line as the first line in a family plan
  • Deals with GoDaddy for a free .com domain and Website, and Microsoft for a free custom .com e-mail address

T-Mobile's plans are a good deal for business and can represent a pretty substantial discount compared to AT&T and Verizon enterprise pricing. The enterprise pricing landscape is ripe for disruption. Pricing can be confusing, is often higher than consumer rates, and contains vestiges of older era elements such as overages and other silly fees. Enterprise wireless can be sort of like seeing the "corporate rate" for hotel listings or car rentals, which is not always the best deal.

 

The SMB market has been a tough nut for the operators to crack. Operators have not historically offered pricing to meet the needs of small business, nor have they had an SMB-focused sales force or dedicated customer care. Many small businesses are also not on typical employer-liable devices or service plans. Rather it's a giant Venn diagram of business/personal/BYOD/employer pays for some part of device or service. T-Mobile is likely to have the greatest success with small business and in urban markets where its network coverage is good. Larger enterprises will still choose AT&T and Verizon, who have a broader suite of services for business, and broader networks.      

 

Now that T-Mobile has an offer for the SMB segment, the challenge will be how to start a dialog with the nearly 90% of businesses that get their service from AT&T and Verizon. T-Mobile has said that it is building up its channel partner program, staffing its stores with enterprise sales reps, and beefing up its direct sales force.

 

The enterprise market will become a little more competitive, and T-Mobile has a good opportunity to modestly grow its share. 

 
TLPS Update: Interesting Test at the FCC

I've written a few times about TLPS, which is Globalstar's initiative to use satellite spectrum adjacent to existing Wi-Fi channels as a way of boosting Wi-Fi performance and capacity. TLPS would essentially open up additional channels for Wi-Fi.

 

Globalstar's petition has been making steady progress through the FCC. In March, Globalstar tested TLPS at the FCC's Technology Experience Center. The objective was to gauge the improvements delivered by TLPS and also to ensure that TLPS can co-exist with unlicensed devices and Bluetooth devices in adjacent channels. This was a successful test - when TLPS was enabled, the Wi-Fi network experienced a 40% increase capacity and there was no issue with interference.

 

Full results of the test can be found here. We'll likely be hearing more about TLPS in the coming months, as there is significant effort to expand Wi-Fi performance and capacity: the 5 GHz ruling of last year and continued examination of the 3.5 GHz band, among other examples.

 
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