STL Partners is the research and consulting company behind the Telco 2.0 initiative. We help operators identify and develop new strategies, business models and value propositions.

As part of this work, we are undertaking a major research initiative to investigate how operators might benefit from the introduction of HTML5 to (re)establish a strong and valuable relationship with their consumer customers through the delivery of compelling content, apps and digital commerce services.

This survey will take no longer than 5 minutes to complete. It is confidential – your comments will not be attributed to you or your company. However, we will include your company in the list of contributors.

You will get a free copy of the report for your participation.

Many thanks for your input.

Question Title

* 1. What is your name?

Question Title

* 2. What is your email address?

Question Title

* 3. What type of organisation are you from?

Question Title

* 4. Where are you primarily based?

Question Title

* 5. What are (your) current operator ambitions in the app and content value chain?

  No aspirations Minor role Strong ambition Play to win in this space Don't know
App/ content store or portal
Other discovery and distribution mechanism for apps/ content
App/ content development
Sharing APIs
Retailing apps/ content (e.g. preloading)

Question Title

* 6. Do you think (your) operator(s) can fulfil this ambition in the current native app world (Apple, Android)?

Question Title

* 7. An estimated 20% (US data) of connected mobile device "application" time is spent on browsers (Chrome, Safari, Explorer etc.), rather than "native" apps (in Google Play, iOS appstore etc). With the introduction of HTML5, faster networks and more advanced devices, we (STL) believe a greater share of users’ time will be spent on browsers (including mobile web “apps”), rather than "native" apps.

How do you see the evolution of the mobile web “apps” vs. native apps by 2016?

Question Title

* 8. Where could operators / could your operator create the most value in driving web/ HTML5 "apps" and content?

  Limited impact / value Moderate impact / value Significant impact / value Don't Know
Enable better, more relevant discovery
Enable direct monetisation (operator billing)
Enable indirect monetisation (permission based ads)
Distribution (e.g. preloading apps)
Other

Question Title

* 9. By 2016, which areas of content do you see potential value for operators/ your operator?

  Significant potential value Some potential value (mostly indirect) Limited potential value Value destroying for operators Don't know
Video
Music
Discovery tools (e.g. Building app stores, “Shelf” on Google Play)
Images (wallpaper etc.)
Games
Mobile payments and banking
Social networking
Self-care
IM/ “Comsapps”
News/ reporting
Magazine content (sport, leisure, cooking, hobby)
iBooks

Question Title

* 10. Assuming HTML5 creates a new opportunity space between traditional native app ecosystems and traditional "PC-based" web, how could operators best seek to exploit this?

  Limited impact Moderate impact Significant impact Don't know
Payments & Monetisation (e.g. Direct Operator Billing)
Loyalty (e.g. 3rd party programmes)
Marketing and Promotion (e.g. location based couponing)
Music & Video streaming
Apps
Discovery mechanism
Distribution (e.g. preloading HTML5 links)

T