Facebook: Friend or Enemy?
2015.10.23   |   29 pages   |   Direction, Strategy and Brand Differentiation

Author:
Nicola Warren


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Collaboration is central to Facebook’s culture.  It recently demonstrated its commitment to this by opening the world’s largest open plan office, with room for 2,800 employees.  It believes that collaboration is the best way to come up with solutions that maximise benefits for its customers and has consistently taken this approach to business development since it was first established. 

As mobile Facebook access has grown, Facebook has recognised the importance of mobile to its future.  It has been looking to collaborate with MNOs ever since, on technical issues, through advertising services and with special tariffs. 

While some MNOs have embraced opportunities to work with Facebook, others remain hesitant in terms of how to work with this significant digital player, perceiving it to pose a threat and a danger to their business models.

This report seeks to uncover the validity behind such claims, examining the benefits and risks of such collaboration as operators move closer to a Telco 2.0 world. 

Companies: Facebook, Bharti Airtel, Vodafone, T-Mobile, AT&T, America Movil, Claro, Bango, Orange, HTC, EE, Digicel, Pryte, E-Plus, Telefonica, Google, Globe Telecom, Tracfone Wireless, Ascenta, Internet.org, WhatsApp

Countries: US, UK, Philippines, Brazil, Germany, France, Jamaica, Zambia

Keywords: Messenger, Telco 2.0, marketing, 0.facebook.com, Facebook, customer experience, MVNO, connectivity, data, A2P, Facebook Home, advertising, value-based plans, distribution, disintermediation, platform, direct carrier billing, collaboration, partnership, customer support,

1

Overview

1

2

Introduction

2

2.1

Background to the Report

2

2.1.1

WhatsApp and Facebook

3

2.2

Report Content

3

2.3

Currency and Conversions

4

2.4

Further Questions and Feedback

4

3

Working With Facebook

5

3.1

Introduction

5

3.2

Supplying Services to Facebook

5

3.2.1

Facebook Billing

5

3.2.2

A2P Opportunity

6

3.2.3

Distribution Agreements

6

3.3

Using Facebook Services

7

3.3.1

Facebook as a Customer Touch Point

7

3.3.2

Facebook for Marketing

8

3.4

Collaborating With Facebook for Business Growth

9

3.4.1

Facebook’s Mobile Platform for Operators

9

3.4.2

Reduced Rate Facebook

10

3.4.3

Value-Based Plans

10

3.4.4

MVNO

11

3.4.5

Internet.org

12

4

Operator/ Facebook Partnerships

15

4.1

Introduction

15

4.2

Vodafone, UK

15

4.3

Globe Telecom, Philippines

16

4.4

Bharti Airtel, Africa

18

4.5

América Móvil in The Americas

19

5

Benefits and Risks of Partnership

21

5.1

Introduction

21

5.1.1

Benefits for Facebook

21

5.1.2

Risks for Facebook

21

5.1.3

Benefits for Operators

22

5.1.4

Risks for Operator

22

6

Facebook Disintermediation

23

6.1

Introduction

23

6.2

Facebook’s Focus on Customer Experience

23

6.3

Facebook Home

24

6.4

Facebook Messenger

25

6.5

Facebook Connectivity

26

7

Key Findings

27

8

Recommendations

29

 

Appendix – Feedback Questions

30

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A valuable program, differentiated by its best practice case study approach. Many external providers supply regular updates on MNO KPIs, but it's how operators are approaching these issues we want to know about Orange Group
Mobile Market Development 2015