Page 15 - Sphere No.6 (Jun 2002)

S PHERE
13
many sources and the technical “transla-
tion” work to enable content to be
broadcast to 3G devices has been out-
sourced to the BBC.
“We can save a significant amount
when buying equipment and software
because we’re buying in bulk,” Tucker
adds. “The same goes for content – we
get a good deal because we will bring
large audiences.”
RINGING THE CHANGES
In contrast with the current mobile
market, which is all about a limited
number of packages usually based on
tariffs, 3G will enable person-to-person
marketing by amassing information on
people’s interests, spending patterns and
physical whereabouts. Lisa Gernon,
Hutchison 3G UK Marketing &
Strategy Director, describes 3G as a
“category shift” in the mobile industry.
“We’re not a traditional mobile
company. 3G is about bringing
broadcasting, media and the Internet
into one experience,” says Gernon.
“Our services will empower all the
senses to give customers a personalised
experience that will reflect their lives.
People are on the move or at work all
day, so it’s about extending their inter-
est throughout the day – everyday stuff
plus everyday exploration.”
Gernon points out that the deals
with the UK Football Premiership will
be the tip of the content iceberg. “This
isn’t just for blokes.A lot of women fol-
low football anyway, but there will be
much more, such as music, games, enter-
tainment and dining information – the
list is endless.”
It is hard to predict which applica-
tions will take off, but crucial to success
will be a sophisticated customer rela-
tionship management system (CRM),
which will provide a marketing edge.
The platform to be used globally is
called E-piphany and is similar to the
3G
ARCHITECTURAL
EDGE
T O PROVIDE THE BEST
possible customer ex-
perience, Hutchison 3G
has designed an IT infrastruc-
ture that allows complex and
diverse data to be integrated
and processed through a com-
mon platform that is scalable
and flexible.
This platform is comprised of
various software programmes
that “decipher” information
from different sources and are
plugged in to an Enterprise
Application Integration level
(EAI) which acts as a highway
for all communications.
The result is that various
processes and components are
able to communicate with
underlying applications to deliv-
er smooth functionality of the
entire system to the user.
Customer Experience
Autonomy
A search engine
that delivers location-
specific information to
customers
CMG
Unified data and
voice messaging
platform
ADC
Convergent billing
solution that allows
customers to manage
account finances
Network 365
Secure payment
platform and
electronic wallet
services
Customer
Relationship
Management
(CRM)
E.piphany
Analytical CRM enables business analysis based on customer behaviour
Ascential
Provides a concise view of customer needs and behaviours
Chordiant Software
CRM solutions that handle service requests from subscribers
Enterprise Application Integration
Starbase
Collaboration
suite manages soft-
ware requirements,
configuration, change
management, defect
tracking, and testing
TTITelecom
Provides Manager
of Managers (MOM)
integrated software
solutions
Tertio
Real-time service
activation that
automates provision
of convergent
services
Intec
Intercarrier mediation
and billing products
ensure accurate
and smooth billing
processes
Embarcadero
Unified modelling
language tool
Business
Objects
Business
Intelligence
analytical tool
Tibco
Middleware interaction software provides the
process execution that integrates IT
All information was accurate at time of going to press.