Digital Partnering: Success Factors and AT&T Drive Case Study

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Partnering is a key competence for building telco digital services offerings, but many past attempts have failed. So what does it take to succeed? In this briefing we review viable strategies, key success factors and barriers, and profile the highly effective approach used in AT&T’s Drive Ecosystem.

Description

Format: PDF filePages: 43 pagesCharts: 13Author: Alexandra RehakPublication Date: February 2016

Table of Contents

  • : Executive Summary
  • Introduction
  • Partnering is being defined as a telco ‘core competence’
  • Partnering and partnerships are becoming more complex
  • Motivations for partnering in digital services
  • 4 digital services partnership approaches
  • Single-focus collaboration is easiest to manage and has best track record but impact is likely to be limited
  • Broader vertical focus requires greater commitment and has a greater market and implementation risk but can yield big benefits
  • General strategic partnerships appear to have had limited success
  • Key success factors for digital services partnerships
  • External/Market-Driven (demand-side) factors
  • Internal / organisation (supply-side) factors
  • Challenges to successful digital services partnering
  • External (demand side) challenges
  • Internal (supply-side) challenges
  • AT&T’s Drive Connected Car Ecosystem – A B2B2C Vertical Area Partnership
  • Background and context for the partnership
  • AT&T’s Drive Ecosystem
  • Key objectives and fit with the operator’s digital services strategy
  • Partnership approach and evolution
  • Organisation structure and framework for the partnership
  • Evidence of success
  • Key success factors and challenges
  • Barriers to successful partnering: challenges for Sprint and Verizon’s connected car initiatives

Table of Figures

  • Figure 1: The Telco 2.0 Agility Framework
  • Figure 2: Key success factors and barriers for successful digital services partnering
  • Figure 3: Major drivers for telco digital services partnering initiatives
  • Figure 4: Telco Digital Services Partnership Models
  • Figure 5: US Connected Car Shipments, 2014-2020
  • Figure 6: AT&T Drive: Key End User Applications
  • Figure 7: AT&T Drive Studio, 2015
  • Figure 8: Drivers and objectives for AT&T’s connected car partnerships
  • Figure 9: AT&T Drive Platform Core Functionality and Applications
  • Figure 10: Opel OnStar Service Features, 2016
  • Figure 11: AT&T Drive Partnerships, Dec. 2015
  • Figure 12: AT&T connected car net adds are accelerating
  • Figure 13: Key Success Factors for AT&T Drive Partnerships (GM)

Technologies and industry terms referenced include: agility, AT&T, Business Model, Connected car, Digital partnership, digital services, IoT, M2M, OTT, Spotify, Telco 2.0, Teliasonera