In a surprising move that has potential to significantly reshape the US wireless ecosystem, Verizon Wireless announced this week that it will open its network in 2008 by allowing users to use non-Verizon phones and applications on its network. The company, which users have long recognized as one of the most restrictive, plans to make the open network available to customers by end of 2008. It will publish the technical standards the development community will need to design products to interface with the network by early 2008. Though Verizon has not yet hinted at the minimum requirements to meet its technical standards or certification fee for the open network, leading some to speculate on how restrictive these requirements could potentially be, the wireless ecosystem will never be the same.
FCC and Google: Can You Hear Me Now?
Verizon has little choice today as the wireless industry moves towards the open access model which has long been accepted in Europe and Asia. Political and competitive pressure mounts as customers are increasingly dissatisfied with the US carrier oligopoly. That Verizon moved first is beneficial as it gives the operator an edge over traditional competitors in the new era of wireless services.
Political pressure. The FCC’s Kevin Martin has been advocating “open access” requirements on the upcoming 700 MHz spectrum and may even lock out bidders who don’t support the paradigm. Further, Washington is seeing legislation supporting net neutrality and granting more power to the FCC. Finally, the possibility of a democratic win in the 2008 elections and statements in Senator Obama’s recent position paper on tech promoting net neutrality and even further competition within the 700 MHz spectrum will only turn up the heat on carriers to open up.
Spectrum auction changes. The upcoming 700 MHz spectrum auction gives the FCC and open access advocates such as Google and eBay the opportunity to increase competition in the market. Google has even backed its assertion with a $4.6 billion commitment for next January’s auction if the FCC agrees to its conditions of (1) open applications, (2) open devices, (3) open wholesale services, and (4) open network access, though Google's aim is likely to sway the auction process to this end rather than actually win spectrum for itself. Verizon’s announcement also comes amidst fears that the FCC may lock out bidders who are not willing to “provide a platform that is more open to devices and applications”.[1]
Disruptive technology threats. Verizon’s shift is also a response to recent technology advancements including Google’s recent announcement of Android, its open-source open-access mobile software platform that allows developers and users to customize and create applications for mobile phones. The expectation that Android will, in a fashion similar to Facebook’s application creation platform, result in a myriad of innovative phone applications shifts power from the operators to the application developers. Sprint and T-Mobile have already declared support for Android in an effort to support more innovative phones than their larger competitors, leading AT&T to consider it as well. Similarly, Apple’s iPhone and the decoupling of the handset from the service are signals of value migration from the carrier to the device and application developer.
The Empire Strikes Back
Though a reactionary measure, Verizon’s announcement will have far-reaching implications across the value chain:
Verizon. Being the first carrier to truly declare support for open access in their own network, Verizon benefits in the short term from positive press and first mover advantage in developing partnerships with Google and application developers. In the medium term Verizon may also be able to seize first mover advantage in mobile advertising, a market expected to reach over $19 billion by 2011[2]. On the flip side, Verizon diminishes its ability to force exclusivity on new handsets and lock customers into contracts, making it more open to competition. Verizon will still give consumers the option of signing a contract, but will now have to provide them with a rebate on their phone purchase to do so. Finally, expect Verizon to see an increasing amount of business from wholesale capacity as new gadgets that require connectivity emerge, for example Amazon’s Kindle e-book reader which uses wholesale capacity from Sprint to connect a portable gadget at no cost to the consumer.
Competitive war games. Verizon’s move is a cross parry against smaller operators such as Sprint and T-Mobile which had no choice but to embrace open access. The move will severely diminish their chance of outflanking Verizon and further increase the subscriber gap between the rivals. The announcement is also well timed to blunt Sprint’s spring 2008 launch of its new Xohm service. AT&T, though temporarily safe because its GSM phones won’t work on Verizon’s CDMA network, has also taken steps to open access through the iPhone for which it pays Apple a portion of recurring service revenues. Expect AT&T to further embrace open access now that the floodgates have opened.
Device manufacturers. Device decoupling will give manufacturers more freedom to develop innovative products and obtain higher margins, similar to what is done in Europe and Asia today. Expect handset manufacturers to aggressively promote their brands through advertising and showcase their technologies using their own retail presence, similar to the Apple store. Devices will also start to provide other forms of connectivity (e.g. IP) such as Europe’s 3 Skypephone which lets users make free calls via Skype as well as regular network calls.
Retail channel. The ecosystem shift could breathe new life into consumer electronics stores such as Best Buy or Radio Shack as the handset becomes a gadget in consumer eyes. Though operator owned stores will retain some business from mid-market consumers that want to subsidize their handsets with contracts, this could be the death knell for independent dealers who thrived on symbiotic and exclusive relationships with carriers.
Application developers. Players in the software and application segment will get a boost as the open network allows their operating systems and applications to move between networks. As handsets come into the limelight, expect client software to be a key point of differentiation for them. Microsoft, seeking to grow its mobile OS share, will benefit from Verizon’s software agnostic approach and Google is already seeding application innovation for Android with two $10 million contests.
Devices, Networks, and Applications: The New DNA of Wireless
As the ecosystem evolves and reshapes, expect a pivot around one or more of the following pivot points: devices, networks, and applications. The diagram shows this change, with the dark circle indicating the pivot point and the white circle indicating the least influential point at that phase.
Pivoting around each of the three could take an ecosystem in different directions, resulting in the following effects.Network based. Today’s ecosystem pivots around the network operators. With open access on the horizon, mid-market and less affluent customers will still have the option of subsidizing their handset through contracts while customers interested in open access will be lured to network operators through rebates and loyalty programs. This scenario will also see growth of MVNOs as new applications for data services emerge.
Device based. As the ecosystem pivots around devices, there will be more cases like the iPhone where a manufacturer is able to sell the device separately from the service, dictate the features, software, and interface for the device, and even take a portion of the carrier’s recurring service revenue for users of the device. There will also be a proliferation of devices that cater to particular segments, for example an ESPN-themed device with game tracking software for sports enthusiasts. Devices will continue to become fashion statements, consumers will buy devices without knowing who the network provider is (e.g. Kindle), and innovations will get to consumer hands faster.
Application based. Pivoting around applications will result in a pairing of the device with software, with the device being less pronounced to consumers. Applications will come from three sources: (1) individual programmers who will create and share simple applications, similar to Facebook’s application platform, (2) software companies which will provide complex applications for purchase or custom applications for businesses, and (3) businesses which will provide mobile extensions of their services, for example TD creating a real-time trading application or Amazon allowing users to take a picture of an item and search for it on Amazon mobile. Consumers will purchase them from through a forum similar to AppExchange by Salesforce.com. As applications proliferate into embedded devices such as home appliances and cars, the cell phone will become a ubiquitous feature rather than a tangible product.
[1] FCC News Release: FCC Revises 700 MHz Rules to Advance Interoperable Public Safety Communications and Promote Wireless Broadband Deployment. July.31.2007
[2] ABI Research. Mobile Marketing and Advertising. April.2007
