Jamie Moss, a principal analyst at Informa telecoms and media, and columnist at telecoms.com has this interesting story about the m2m Market definition in B2B and B2C - The very notion of "market" is at the heart of any marketing approach. A market can be defined... and the positioning of carriers within this market.
Informa analyst describes pacified M2M market
Moss’s account follows Informa’s “embedded connectivity event” which took place in London in September 2010 and describes what was said during a panel including representatives from three main European carriers, amongst which Orange Business Services.
Jamie Moss’s account is a good description of the m2m market as of today, in which carriers are happy to serve the market with it underlying infrastructure, as well as get themselves organised with value-added resellers and service providers, without crashing head-on with any of those; on top of that, Moss adds, carriers are also allowing themselves to deliver services to particular verticals like fleet management services (click here for a link to a press release relative to Orange Business Services’ own fleet management service solution or a link to the Fleet Advanced solution (in French only)). One of the main characteristics of this market is basically that carriers are not positioning themselves on end to end services in that area, therefore allowing for maximum cooperation with all players in the field. Moss’s point is that there is enough money for all the actors in the chain without having to compete unduly on any other niche market. Here is Jamie Moss’s account on telecoms.com, which is interesting both from a telecom and a pure marketing point of view, because it shows how cooperation can be implemented harmoniously in a pacified high tech market:
M2M: a partnership-driven market with enough potential for all participants
Informa’s Embedded Connectivity event this September was spearheaded by an operator panel of unprecedented influence and expertise: Eric Brenneis, the Global Head of M2M at Vodafone; Emmanuel Routier, the Director of the International M2M Centre at Orange Group; and Angel Garcia Barrio, the Head of M2M for Telefonica O2. T-Mobile’s VP of Data Solutions and M2M, Mathias Elsner, was also scheduled to be present but was unfortunately unable to be there on the day.
The Carrier Role