What do you have when you own the network, the data center and hence the cloud, have access to every mobile device and the data they collect, and run a fat appstore that has hundreds of device apps? Well, you own Everything - because this is what makes up today's digital world. It starts with an end device that 'reads' and 'captures' information, and transmits that wirelessly onto the cloud where it is stored in huge data lakes, where applications filter and process the information into meaningful data that is then fed into an end-user application that is accessible on the same or another mobile device, via the same wireless network.
In short, the network, the cloud, the big data, the analytical capabilities, the mobile device and its myriad of advanced information collecting sensors together with those really creative apps that are so easy to download, log-in and use, have pushed mobile industry to what it is today, specifically mobile data services and is what will be creating the exabytes of data expected to cross our mobile networks (3G, 4G LTE and 5G) by 2020. And once 'dumb-pipes' are today, the most strategic assets for Mobile Operators, because those who own connectivity will own the end-to-end capability, comprising hardware and software, required to deliver the widest range of digital services covering digital content, digital apps and mobile services such as mobile payments, mobile banking, mobile commerce, mobile health, smart home services, telematics and etc.
The phenomenal increase in the use of mobile content and services has effectively unveiled unlimited potential for Mobile Operators. With an end-to-end ownership and control of assets involved in delivering mobile content and services, the trend has put Mobile Operators in a position to freewheel across unchartered territories, opening up new revenue streams and promising a rebound in revenue margins which had declined significantly due to commoditization and downward price pressures.
This sees newer and newer endeavours by mobile operators within the digital services space and at the ongoing MWC2015, 'appcessories' and 'lifeware' have become the latest to join the queue as mobile operators' next big monetization segments. Appcessories refer to the bundling of a smart physical device (such as a heart-rate monitor) with its own mobile apps that can be downloaded on smartphones and tablets to monitor the information collected by that smart device. Lifeware, a much newer term (the fact that very little information can be found on Google on this) has surfaced recently after SK Telecom announced its line-up of 'lifeware' products which it decribes as smart devices that add value to people's lives by combining 'life' needs with corresponding 'hardware/software' solutions. Lifeware is thus, a sub-set of the appcessory market, covering primarily the health and safety wearables seen in the marketplace today.
SK Telecom's fare at the MWC2015 shows the promise of digital services market that mobile operators were hoping to tap into to better monetize their network assets. SK Telecom showcase of 'lifeware' products included:
1. A Smart Band that comes with a sleek and slim bracelet strap that functions to notify users of incoming calls, SMS-MMS, emails and SNS updates coupled with recommendations of different levels of physical exercise depending on the user's condition.
2. Smart Hearing Aid, a Bluetooth earset with a hearing aid feature which provides basic earset features such as hands-free voice calling and CD-quality music play.
3. Smart Beam HD, a pico projector, whose predecessor version sold over 160,000 units in 13 countries. It is built with laser technology to realize three times better image quality than its former version and projects a high definition image and brightness of over 50 lumens while guaranteeing safety for eyes.
4. Linkage, a portable Wi-Fi speaker capable of providing features and quality that are incomparable to the existing Bluetooth speakers and can be connected with up to 9 more units to offer surround sound feature.
5. SolarSkin, a solar-powered smartphone charging case that can be used in almost all environments as it uses light to generate electric current to charge a smartphone battery, and is expected to be debuted for the Samsung Galaxy Note 3.
6. T Kids Phone JooN, a standalone, wearable 3G phone for children which is managed through a mobile app named JooNBox installed on parent's smartphone. The device offers voice calling, SOS notification, real-time location tracking and Safe Zone settings.
The appcessories and lifeware market will be expanding rapidly over the next few years, especially with more breakthroughs in the Machine-to-Machine (M2M) products/devices. These M2M products, especially those in the retail end, are already being offered across operator's device plans and are included in shared plan bundles. With digital services now thrown into the equation and the fact that operators' assets, both software and hardware, provide them the capabilities needed to roll out both content and connectivity offers, the appcessories and lifeware market that is unveiled by SK Telecom could be just the tip of the iceberg of the unlimited opportunities that abound in the Internet-of-Things (IoT) market for operators.
Park Chul-soon, Senior Vice President and Head of Convergence Business at SK Telecom
SK Telecom has taken its appcessaries to the next level with Lifeware, consumer-centric devices that add value to people's lives. We expect to create new opportunities in the global IoT market while participating in MWC 2015 and will continue to develop innovative Lifeware that further enhance convenience, health and safety of our customers.
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