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IBM presents Orange with
new concepts in networking devices and services
Orange, a large cellular network services provider, turned
to IBM for breakthrough concepts in subscription services
and devices.
Business need
Orange is one of the most popular mobile communications companies
in the U.K. As is industry practice, Orange subsidizes the
cost of mobile phones as an incentive to its customers. These
phones are made by hardware manufacturers and provided to
Orange at a cost. Orange sought a way to reduce its costs
and expand its revenue through new network services and partnerships.
Solution
Orange chose IBM Design Consulting Services to provide strategic
design services, including imagining new experiences for Orange
customers.
The IBM team observed the market, conceptualized new opportunities
for Orange and, through a series of rapid prototypes —
a way of quickly evaluating new ideas without heavy investment
— demonstrated new revenue opportunities by creating
products and services that are highly relevant to customers.
Team members presented concepts for a wide range of products
and services based on the notion of splitting a traditional
mobile device into two parts — a main hub that is common
to all solutions and contains the cellular radio and battery,
and a variety of interactive devices that make the solutions
distinct.
The business plan was for Orange to sell hubs with basic
service subscriptions — with much lower subsidies than
current high-function phones — and sell any of the accompanying
remote devices and services as upgrades. Here are some examples:
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A small device worn on the ear along with an e-mail
and phone service. The device allows a person to place
phone calls and access e-mail using voice recognition
— hands-free. A distributed terminal IBM ViaVoice®
text-to-speech feature converts messages and reads them
to the user. |
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Local storage available on the hub could store new music
releases downloaded automatically during off-peak times
from a music service. This music could be auditioned wirelessly
through earphones, or car or home audio systems. If subscribers
liked the new music, they could buy it through a secure
transaction over the Orange network. |
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A health-alert system. The network could be used to
monitor signals from various devices used to measure heart
rate, blood pressure or other conditions. Devices include
a wrist sensor for blood pressure and a concealed heart-rate
monitor that can be worn under clothing. The network can
alert users and initiate recorded phone calls to predetermined
family members or emergency services if the data exceeds
specified limits. |
Benefits
Potential benefits include:
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New subscribers |
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Increased network traffic |
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Sales from a wide range of interactive devices |
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License, royalty or retail profits on sales of existing,
accompanying products, such as adapters |
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