Business Analysis for A Video Conference solution developed by Telenor

Abstract: There has been an increased demand on the mobile infrastructure, with enhancement in technology, content delivery and regulatory changes on access and competition rules. According to Ericsson the mobile data traffic is expected to grow with 45% from 2013 until 2019. These changes have to do with the fact that the service provider’s traditional pricing schemes are distinguishing. These changes enables new business models. The main two drivers behind the growth of mobile data traffic are (1) increased number of mobile data subscribers and (2) the average volume per subscriber has increased. At the same time the revenues are growing extremely slow in comparison with data usage, the revenues from the mobile broadband are limited to just a few cents off ARPU. One of the operator looking at different solutions in order to reduce the revenue gap is Telenor. Telenor wants to incorporate in its business model is videoconference with QoE taken into account. They have therefore developed a new service called Appear.in. Appear.in is challenging the existing video conferencing market. The main goal of the thesis is to investigate how business model for videoconference services changes when quality of experience is taken into account. Furthermore what will the effect be of having QoE in the BM? The primary steps that needs to be considered in order to achieve the goal is to identify the ecosystem of videoconference solutions and analyzing the business models that can be considered to deploy videoconference systems. Several workshops and survey was conducted. Moreover two different Business Model Canvas was created with and without QoE. A comparison was made and based on these comparisons one can conclude that there is not must that differs. When QoE is considered, three out of nine building blocks in the Business Model Canvas gets affected by the addition of QoE, value proposition, customer relationship and customer segment. These building blocks gets involved with customers in one way or the other. By including QoE in the Business Model Canvas showed a way to keep the customers satisfied. Furthermore companies would have the advantage of monitoring and tracking every movement allowing for quick decisions, guaranteeing video quality by preventing the development of videos problems. A number of investigations have been done in the area of Videoconferencing from a technology point of view, but one can find very little research related to Business model. General studies in the field of business model over QoE are being carried out. This thesis is a first step towards a wider and deeper investigation in the area of Videoconferencing with QoE from a Business model point of view.