ICSS Analyst Round Table Carsten Schindler Head of Innovation Projects “enabling the future – innovation projects”

Rating: search is in the proposition

by Bena Roberts

Carsten Schindler gave an upbeat presentation on the wholesale market and introduced the ways in which Deutsche Telekom was making wholesale innovative by adding content and gaming to the voice equation.
After the presentation, Carsten made the mistake of sitting next to me and when the break came – I immediately quizzed him on his presentation. I wanted to know why he hadn’t mentioned search and just skimmed over advertising. I felt that he was talking the talk but not walking the walk.

He said that the new strategy and business was in development. The concepts had been outlined and now the aim is to follow through focusing on a wholesale proposition. Adding content and gaming including advertising is a huge and necessary step. He said that search was definitely a key factor in the wholesale value chain – but the value chain was being created now and this is a very new business.

I felt that in all the necessity for including search and advertising to new business models is vital. We have written about this at length in the Mobile Search Analyst and moving forward the only way forward for any company focusing on wholesale is to integrate into the application level. If not; it will still only be about selling voice minutes a very BC strategy.

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