- MOBILE VIDEO COMMUNICATION,

USA

IS5115 TELECOM AND INTERNATIONAL NTEWORK

Academic Year 2011 - 2012 Semester 1 GROUP 8

DATE: 10 NOVEMBER 2011

PREPARED BY:

GANESH THIAGARAJAN A0069156X

KARTHIK BHARADHWAJ T A0069131L

PRASANTH JONNA VAMSI A0079703Y

SHI YUKUN A0069057X

YU DAN A0079763M 1 CONTENTS

1 CONTENTS ...... 2

2 INTRODUCTION ...... 5

2.1 OVERVIEW ...... 5 2.2 TANGO FEATURES : ...... 5 2.3 MARKET OVERVIEW ...... 6

3 FIVE FORCES ANALYSIS ...... 9

3.1 BARGAINING POWER OF SUPPLIER: ...... 9 3.1.1 Key Suppliers: ...... 9 3.1.2 Differentiation of inputs: ...... 9 3.1.3 Switching costs: ...... 9 3.1.3.1 Supplier concentration related to industry concentration ...... 9 3.1.3.2 Product/Service Quality: ...... 9 3.1.3.3 Threat of forward integration ...... 10 3.2 THREAT FROM NEW ENTRANTS ...... 10 3.2.1 Economies of scale ...... 10 3.2.2 Consumer Switching costs ...... 11 3.2.3 Proprietary product differences ...... 11 3.2.4 Brand Identity ...... 11 3.2.5 Capital requirement ...... 11 3.2.6 Access to distribution ...... 11 3.2.7 Industry Profitability...... 12 3.2.8 Absolute cost advantage ...... 12 3.2.9 Government Regulations ...... 12 3.3 THREAT OF SUBSTITUTE ...... 13 3.3.1 The relative price performance of substitutes ...... 13 3.3.2 Switching cost ...... 13 3.3.3 Buyer propensity to substitute ...... 13 3.4 BARGAINING POWER OF BUYERS ...... 13 3.4.1 Differentiation of outputs ...... 13 3.4.2 Switching cost ...... 14 3.4.3 Presence of Substitutes ...... 14 3.4.4 Industry concentration relative to buyer concentration ...... 14 3.4.4.1 Importance of volume to buyers ...... 14 3.4.4.2 Cost relative to total buyer purchase ...... 14 3.4.4.3 Impact of output to cost differentiation ...... 14 3.4.4.4 Buyer’s profitability ...... 14 3.4.4.5 Threat to backward integration ...... 14 3.5 RIVALRY FROM EXISTING FIRMS ...... 15 3.5.1 Industry growth ...... 15 3.5.2 Rate of market growth ...... 15 3.5.3 High fixed cost ...... 15 3.5.4 High storage cost or perishable costs ...... 16 3.5.5 Switching costs ...... 16 3.5.6 Level of product differentiation ...... 16 3.5.7 Brand Identity: ...... 16 3.5.8 Informational Complexity: ...... 16 3.5.9 Industrial Commitment ...... 16

4 SWOT ANALYSIS ...... 18

4.1.1.1 SWOT table for Tango ...... 18 4.1.2 STRENGTHS ...... 18 4.1.2.1 Ease of Use ...... 18 4.1.2.2 Cross-Platform Support ...... 19 4.1.2.3 Patents occupied advantage...... 19 4.1.3 WEAKNESS...... 20 4.1.3.1 No Early Mover Advantage ...... 20 4.1.3.2 Immature revenue model ...... 20 4.1.4 OPPORTUNITIES ...... 20 4.1.4.1 Penetration of smart-phone markets ...... 20 4.1.4.2 Alliances and partnerships ...... 22 4.1.4.3 Gaining Popularity of 4G ...... 23 4.1.4.4 High Adoption Rate ...... 23 4.1.5 THREATS ...... 24 4.1.5.1 Intense Competition ...... 24 4.1.6 Rival Imitation ...... 25

5 BLUE OCEAN STRATEGY(BOS) ...... 26

5.1.1 Canvas Analysis ...... 26 5.1.1.1 Background information ...... 26 5.1.2 Strategy Canvas ...... 28 5.2 THE FOUR ACTIONS FRAMEWORK ...... 31 5.3 THE SIX PATHS TO BLUE OCEAN ...... 33 5.3.1 Looking across Functional-emotional Orientation of an Industry ...... 33 5.3.2 Looking across Time/Trends...... 33 5.4 THREE CRITERIA FOR EVALUATING STRATEGY CANVAS ...... 34 5.4.1 What does it Focus On? ...... 34 5.4.2 How is it Divergent from others? ...... 34 5.4.3 How is the Tagline? ...... 34 5.5 SUSTAINABILITY OF BOS ...... 34 5.5.1 Do rivals attempt to imitate? ...... 34 5.5.2 How fast can rivals catch? ...... 34 5.5.3 Are there first mover advantage? ...... 35 5.5.4 Do the BOS come with economies of scale? ...... 35

6 PRICING ANALYSIS ...... 36

6.1 SKYPE PRICING STRATEGY ...... 36 6.2 FRING PRICING STRATEGY ...... 37 6.3 TANGO PRICING STRATEGY ...... 37 6.3.1 Group Pricing: ...... 38 6.3.1.1 Tango Business: ...... 39 6.3.2 Versioning: ...... 39 6.3.2.1 Tango Premium: ...... 39 6.3.3 Personalized Strategy ...... 39 6.3.3.1 Use More Get More (UMGM) Scheme: ...... 39 6.3.4 Network Effect of Tango: ...... 40

7 CONCLUSION ...... 41

8 REFERENCES ...... 42

2 Introduction 2.1 OVERVIEW

VOIP/Peer-Peer based Video Communications is one of the fast growing technologies in the Mobile Industry. The numbers of smartphone users are growing rapidly and are predicted to be 300 million by this year end.

Tango is one such Mobile video Application. Tango is a mobile video communications service that allows you to connect with friends and family to conveniently capture and share life’s every day moments. It enables free video calling (or voice) between Android , Iphone, Ipod Touch, Ipad and PC over WiFi and works over 3G, 4G networks. Figure 1 shows the Tango App.

Figure 1

2.2 Tango Features :

. Free video calling to your friends and family around the world, wherever you are.

. Call between iPhone, iPod touch and Android devices on 3G, 4G and Wi-Fi and also on PC. . Populates Tango Contacts automatically from existing phone contact list

. Invite friends and others by e-mail or text

. Switch cameras and swap screens to show what is around you

. Move between video to audio and back to video

. Simple and easy to use

. Create an account in less than five seconds - New profile not required

It doesn’t go through the long registration process and does it in a simple way by just entering your mobile number. It acts just like a normal phone and is always connected to the network. Tango is funded by venture capitalists of nearly 13.5 million US$ and number of registered users reached 17 million, growing faster than the rival company Skype when it was set up. 51% of total TANGO users are from US[23].

2.3 MARKET OVERVIEW

Strong subscriber and revenue growth rates during 2010 have confirmed Mobile Communication as a widely used telecommunications service in the US.

’

Figure 2[1]

The above figure shows the fastest growth of the usage of smartphones in USA and has already reached to 73 million this year.

Figure 3[2]

US is one of top markets for smartphone users where more than 40% of people own smartphones. The above graph also shows that there is exponential increase in the number of smartphone owners compared to the feature phone which is gradually decreasing.

And according to survey done by CIO Insight in US, 8 in 10 smart phone users use internet. And the popularization and high speed availability of network connections has popularized the mobile communications via internet. Since it is a cheaper option compared to cost incurred by the network operator for every call, people incline towards communication via internet. USA .CIO also predicts that by 2016, mobile VoIP applications will produce annual revenues of $36 billion, driven by more than 180 million users worldwide.[24] Around the world, operators are beginning to embrace this technology as consumers demand for cost efficient communication services rises.

Figure 4[3]

There is significant growth in the number of downloads of mobile applications in US, nearly 57%. Mobile Communication apps form a major part of this. Currently, the main players in Mobile Video Communication are Skype, Fring, Tango of which Skype holds a major share of 46.2%. The others are small and medium players who are working on their strategies to capture big market share. We shall evaluate the performance of Tango in this market.

3 Five Forces Analysis 3.1 Bargaining power of supplier:

The main suppliers for mobile video applications or in general for mobile application industry would be the platform developers. The platforms on which Tango is available on are IOS, Android and Windows mobile platforms and smart phone industry. The internet service providers who help people to Tango are also considered suppliers for the mobile video based applications.

3.1.1 Key Suppliers:

Smart phones: iPhone, Samsung Galaxy, Windows products

Platforms: iOS, Android, Windows, Symbian

Internet Service Provider

The bargaining power of suppliers has been evaluated on the following factors.

3.1.2 Differentiation of inputs:

All the suppliers that have been listed have similar attributes or provide similar services to the mobile video application industry. Hence the possibility of getting tied down to one particular supplier is less.

3.1.3 Switching costs:

The switching costs involved with the suppliers are low. There is no additional cost involved with changing suppliers

3.1.3.1 Supplier concentration related to industry concentration

The suppliers in the mobile platform and smart phone industry capitalize more than 80% of their market. The number of players in the mobile video industry is comparatively. The numbers of mobile applications are also exponentially increasing.

3.1.3.2 Product/Service Quality:

The bargaining power of suppliers could increase if they have differentiated service level quality. On a whole all the suppliers provide similar quality of service and this would not increment the supplier bargaining power.

3.1.3.3 Threat of forward integration

There is active threat of forward integration from suppliers. Platform developers have started introducing their mobile applications such as Facetime and Google talk. Hence the threat of forward integration is high.

Risk Rating

Analysis Criteria High Medium Low

Differentiation of inputs X

Switching costs X

Quality services X

Impact of inputs on cost or differentiation X

Threat of forward integration X

Overall Risk Rating

Table 1

3.2 Threat from new entrants

The only major player in the market is Skype which captures a major share of 82%, being the first movers. Skype’s market share has been reduced by other applications that have entered the industry. The market on the whole is in the incipient stages with one or two players capturing the major market share. The threat from new entrants are analyzed based on the following factors

3.2.1 Economies of scale

The industry is comprised of one major player and many medium to small competitors. But the factor of economies of scale does not impact much because the product built are not similar and could not be priced similarly. One company cannot produce a Hence the barrier for new companies to enter the market is low.

3.2.2 Consumer Switching costs

The switching cost of users would mainly depend on how many users’ contacts are using the chosen application. Hence it is subjective to the application under consideration and the switching cost does contribute towards consumer power

3.2.3 Proprietary product differences

There are considerable differences between the currently existing products in the industry and the level of service offered. Although there is a degree of variance ranges from the platform the application can operate on, quality of voice and video and technological implementation differences. Much of these could be replicated by a new competitor.

3.2.4 Brand Identity

With the growth of small of smart phone industry the mobile application industry is also growing broader. Products like Tango, Whatsapp and Viber are catching up peoples attention. But only skype has a greater brand image with a large user base. Therefore brand image would not prove to be a greater barrier.

3.2.5 Capital requirement

The capital requirement for a mobile video based chat application depends primarily on the quality of service it would want to provide. Developing mobile applications in general is low. But the cost involved would be depending on the technology used to render flawless audio and video clarity.

3.2.6 Access to distribution

It is not going to be harder for new entrants to replicate the distribution pattern of the existing market. Most of the applications present are available online from their portals or could be found in an app store.

3.2.7 Industry Profitability

The industry profitability would mainly be capitalizing on the growth of smart phone sales. Mobile video applications are currently available freely to gain some market shares, which later aim to capitalize later on their captured market by using different revenue generating models and pricing strategies. In general it would attract new companies to enter the industry.

3.2.8 Absolute cost advantage

None of the existing first have the absolute cost advantage . Hence this would not be a barrier of entry for new companines.

3.2.9 Government Regulations

Certain countries are strict in their policies against mobile video applications. Countries like Egypt, Syria, Jordan, South Korea, Singapore, Paraguay, Vietnam, Thailand, Burma, and Myanmar are also known to have stringent rules in regards to their VoIP services. Countries like Belize, China, Guyana, Kuwait, Malaysia, Pakistan, Panama, Qatar, U.A.E have blocked all VOIP services.

On the whole the threat to a new entrant is very high in mobile video based industry.

Risk Rating

Analysis Criteria High Medium Low

Economies of Scale X

Consumer Switching cost X

Proprietary product differences X

Brand Identity X

Capital requirement X

Access to distribution X

Absolute cost advantage X

Industry Profitability X

Government Regulations X

Table 2 3.3 Threat of Substitute

The major substitutes that could be accounted for Mobile video services is the use of telephone communications, e-mail, sms etc. The threat from substitutes can be analyzed using the following factors.

3.3.1 The relative price performance of substitutes

Consumers prefer the mobile video application as they are relatively cheaper than their primary substitute of telephonic and mobile voice communication. Thou substitutes like e-mail are free of cost they do not offer the same service as that of the mobile VOIP services, hence they have less preference. The substitute is not able to offer the level of services given by mobile video services.

3.3.2 Switching cost

The switching cost involved to move towards substitutes is very low.

3.3.3 Buyer propensity to substitute

Buyer propensity towards substitute is comparatively less towards the listed substitutes. They do not offer the same service as that offered by mobile video services and are less cost effective.

Risk Rating

Analysis Criteria High Medium Low

The relative price performance of substitutes X

Switching costs X

Buyer propensity to substitute X

Table 3

3.4 Bargaining power of Buyers

The bargaining power of buyers would affect the competitive environment of the sellers. The level of influence of the buyers power can be analysed from the following factors.

3.4.1 Differentiation of outputs

The number of players in the mobile video services are a very few. The features that are office in mobile voice services are more or less similar. Hence the buyers would have a greater power considering this factor. 3.4.2 Switching cost

The customers have very less switching cost with regard to these applications except for Face time where it is restricted to a particular operating system. Hence it indicates higher buying power

3.4.3 Presence of Substitutes

The possible substitutes for mobile voice services are not very attractive. The threat of substitutes is low for this industry and hence buyer power is also restricted in this regard.

3.4.4 Industry concentration relative to buyer concentration

The buyer concentration is very high compared to the industry concentration. Hence this increases the buyer power.

3.4.4.1 Importance of volume to buyers

This factor of volume would not impact this industry. They would not be downloading the application more than once, and hence it does not contribute to buyer power.

3.4.4.2 Cost relative to total buyer purchase

Buyers would prioritize negotiation efforts in the areas where more money is spent. The mobile video calling services are freely available through VOIP and hence it would not affect buyer power.

3.4.4.3 Impact of output to cost differentiation

The impact of output to the cost differentiation is very less and this inturn increases the power of the buyer.

3.4.4.4 Buyer’s profitability

The buyers are profitable in this market as they can make free video calls across countries. This increases buyer’s power.

3.4.4.5 Threat to backward integration

The threat to backward integration is very low; the buyer has less power on this accord.

Rating

Analysis Criteria Comments +/-

The Differentiation of Outputs +

Switching costs +

Presence of Substitutes -

Industry concentration relative to buyer concentration +

Importance of volume to buyers cant evaluate

Cost relative to total buyer purchases cant evaluate

Impact of outputs on the cost of differentiation +

Buyer profitability +

Decision makers incentives cant evaluate

Threat of backward integration -

Table 4

3.5 Rivalry from existing firms

In tradition, competition among rival firms reduces the profitability to minimum. Firms try to attain competitive advantage over the rivals. The degree of rivalry can be evaluated from the following factors.

3.5.1 Industry growth

The number of firms in the mobile video industry is currently growing, though it is quite low as of now. The market share is divided between the major player and some of the small and medium companies. The rivalry would do exist between the small and medium firms to capture their chunk of the market.

3.5.2 Rate of market growth

The industry is growing and hence it does not restrict the firms to fight for market shares. The firms can improve their scope of revenue by focussing on expanding their market base.

3.5.3 High fixed cost

The firms participating in competition do not have a specific fixed cost. They economies of sale is also low, hence it does not foster rivalry.

3.5.4 High storage cost or perishable costs

The factor does not cause impact to the market.

3.5.5 Switching costs

The switching cost of users would mainly depend on how many users’ contacts are using the chosen application. Hence it is subjective to the application under consideration and the switching cost does contribute.

3.5.6 Level of product differentiation

The set of features offered by the competitive products in the mobile video industry are almost the same except for one or two features. Hence the level of product differentiation is low.

3.5.7 Brand Identity:

Considering the industry in picture, there is only one major player and others are small and medium players. The market is also not well established. The products like Fringe and Tango are being recognized by the customer recently and hence the brand names do not create a greater impact for these companies.

3.5.8 Informational Complexity:

Products in the industry are not very complex to understand. These are simple mobile applications which are made to be used easily by the customers. Hence this factor contributes to rivalry.

3.5.9 Industrial Commitment

The products that have been introduced so far in the industry have been very committed to the industry. One major factor for this is, the industry is in the incipient stages. The small and moderate players are trying to capture a good chunk of the market and are showing commitment towards gaining a good customer base.

Risk Rating

Analysis Criteria High Medium Low

Industry growth X fixed cost X

Switching cost X

level of product differentiation X

Informational Complexity X

Concentration and balance X

Industry Commitment X

Brand Identity X

Table 5

On the whole we can identify that the rivalry does exist among small and medium firms. It would take time for them to catch up with Skype the first mover in the industry who has 82% of the market.

In Conclusion, All the above forces are equally important when assessing the overall attractiveness of the industry. We can understand that the industry tends to be profitable as the supplier, substitute threats are low. The buyer’s power or authority to decide the market trend is high. Also the threat of new entrants is also high. The company has to understand the existing buyer power, threat for new entrants and competition due to existing industry rivalry and frame his business strategy accordingly to ensure profitability.

4 SWOT Analysis

4.1.1.1 SWOT table for Tango

Strengths Weakness . Ease of Use . No Early Mover Advantage . Cross Platform Support . Immature revenue model . Patents occupied advantage

Opportunities Threats . Penetration of smart-phone . Intense Competition market . Rival Imitation . Alliances and partnerships . Gaining Popularity of 4G . High adoption rate

Table 6: SWOT Table

4.1.2 STRENGTHS 4.1.2.1 Ease of Use Tango offers features like swapping between video and voice calls, synchronization with phone address book thus facilitating the ease of maintaining contacts. The phone contact list combines with Tango when it is installed, and adds all the friends who have installed Tango, which eases the task of adding contacts one by one. Tango pays more attention to customers’ experience and comfortable user interface design which gives them the cutting edge compared to its rivals.

Tango is a light weight application in PCs as well as smart phones, uses push notifications, and does not require the user to sign in with a user ID and a password as in Skype. The moment data network is available, the contacts are also available thus making it as spontaneous as that of a mobile phone. Because of these advantages with regard to usability tango fostered faster adoption rate, it has been downloaded 1 million times in its first 10 days of release.[6] 4.1.2.2 Cross-Platform Support Andriod and iOS shares the major proportion of smart phone platforms. Tango is supported in iPhones as well as android based smart phones. Apart from this, one other unique feature of tango is its seamless integration with windows based PCs. Generally, mobile VoIP based application users also multi-home with skype in order to bridge with their PC users contacts. Tango bridges this and thus serves as a one stop shop with great ease of usability by allowing smart phone application users to also maintain their PC users contacts.

4.1.2.3 Patents occupied advantage

Tango’s app enables simple video chat across iPhone, Android and Windows system with a user experience reminiscent of Apple’s FaceTime feature on the iPhone 4. Competitors like Fring have had cross-platform video chat for some time, but Tango wins out with its ease of use and high quality video. The image on the phone is clearer and smoother than other applications [6]. Tango provides huge versatility compared to Apple’s FaceTime in the sense that it can work in any data network say WiFi,2G, 3G and can even perform better with 4G, while FaceTime currently supports only WiFi.

When Tango was released, Tango’s engineers mentioned that the service is using peer-to-peer (P2P) technology to handle the video calls between two applications. That means the service is highly scalable and doesn’t rely entirely on the speed of the company’s servers. Tango has six patents pending surrounding its video chat technology, three of which has relationships specifically with its P2P technology implementation [6]. With these patents, it is relatively difficult for other competitors’ product to match with Tango. If Tango succeeds in bringing a highly researched cutting-edge technology for supporting high quality video calls with approved patents, they can for sure steer forward in the fiercely competitive mobile VoIP based market.

4.1.3 WEAKNESS

4.1.3.1 No Early Mover Advantage

Tango exploits the mobile VoIP based technology which is enabled by smart phones and provides virtually free video calls amongst smart phone users. But, Skype has thoroughly exploited the early- mover advantage in the VoIP market and has huge surge in the number of users using the same. Hence, although tango provides certain unique features not provided by skype, like not requiring to be “Signed In” to stay connected, it still has to bring a lot of better quality value-added services in order to create a significant network effect that might make existing skype users move to tango.

4.1.3.2 Immature revenue model

Tango has decided not to use mobile advertising as a revenue model as they feel it would affect the calling experience of the users significantly. As of today, all services offered by tango are completely free and their prime focus is set only on growing a “healthy user base”. The existing mobile VoIP based voice/video call providers do not charge the users for the basic services as the customers are more price sensitive. Hence, in order to capitalize on the user market that tango has created, it is very important to have a unique revenue model unlike the rivals who earn by advertisements and pay-by- use revenue model.

4.1.4 OPPORTUNITIES

4.1.4.1 Penetration of smart-phone markets

Figure 5: Smart-Phone Shipments [4]

Figure 5 shows that there is an increasing growth of smart-phone shipments. According to Gartner in their report dated November 2010, total smartphone sales doubled in one year and now smartphones represent 19.3 percent of total mobile phone sales. Smartphone sales increased in 2010 by 72.1 percent from the prior year, whereas sales for all mobile phones only increased by 31.8 percent.[10]

Apple and Android holds a significant market share in the smartphone market. This tremendous market gives Tango a great opportunity to capitalize on smart phone users.

Figure 6: Market share of different systems[5]

From Figure 6, IOS and Android totally occupied 61 percentage of smart-phone market which is huge for Tango. Tango has announced that it is currently developing RIM and Symbian version to extend its market. It has also released its app for Windows Mango. With such popularity of smart- phone market, Tango has a great platform to perform.

4.1.4.2 Alliances and partnerships

Tango can form alliances with other companies to break a giant market gap. Tango works on 3G, 4G or WIFI connection. Alliance with ISPs can be an added advantage to Tango. Tango can cooperate with them to pre-install Tango on their contract phones. Binding Tango on mobile phones make some customers use Tango unconsciously.

Alliance with mobile phone manufacturers also can help Tango extend its market. HTC ChaCha lets customers share music, photos, location and status updates in just one touch via a dedicated Facebook share button. With integrated Facebook chat, catch-up with customers’ friends.[12] So Tango can collaborate with mobile phone manufacturers to launch new products which is special used to make video calls. Enhance particular functions can satisfy some customers who pay attention to it.

Cooperation can integrate advantages of both. In the future, Tango can try to ally with other companies to enhance its service and market share.

4.1.4.3 Gaining Popularity of 4G

Now there is increasing number of countries having 4G infrastructure. More and more countries’ ISP will launch 4G service for people. 4G is more powerful in terms of network speed than 3G.

Name Generation upstream (Mbit/s) downstream (Mbit/s)

ITL 4G 150 75

WiMAX 4G 56 128

WCDMA 3G 5.76 14.4

CDMA2000 3G 1.8 3.1

Table 8: Bandwidths of 4G and 3G

The table proves that the bandwidth of 4G is higher than 3G. Tango can provide much better service quality to customers with 4G protocol. With more people using 4G, Tango’s high quality video call service can be enjoyed by more customers which definitely attracts more customers to use Tango.

Coming of 4G enhance the performance of Tango which is new opportunity for Tango.

4.1.4.4 High Adoption Rate If the perceived adoption among the customers is less, the actual adoption rate will be slow. But, in the case of tango, 1 million users downloaded Tango within the first 10 days after its launch, with US market registering around half a million users. This high adoption rate implicitly suggests that the perceived adoption among the customers is significantly high. Thus, we may conclude that smart phone users are more inclined towards the services provided by tango and have also felt a sense of versatility in the same.

4.1.5 THREATS

4.1.5.1 Intense Competition

Mobile based VoIP applications are becoming increasingly ubiquitous and there are more products coming up because of the increasing number of users preferring the usage of the same. Hence, Tango is already amidst intense competition from more established and widely accepted products such as Skype, Whats App etc. Moreover, new applications based on mobile VoIP based technologies are increasing everyday with the advent of smart phone markets. Innovative products are driving the market by creating more number of users and providing more value-added services at virtually no additional cost. In the midst of such a dynamic market environment, it is a huge challenge for tango to capitalize on its adoption rate and react faster to the market conditions.

Application Name Rating

Vtok - Google talk 4.5

ooVoo - Video chat 4.0

WeTalk for Facebook 2.5

Tango Video call 4.0

Yahoo Message 3.5

Qik video no rates

Hello Toon - Free video call no rates

Table 9

From the Table 9, we can clearly understand that more mobile VoIP based products are occupying the market share. This will continue to put pressure on the company's operating performance and market share in coming years.

4.1.6 Rival Imitation

As mentioned in the previous section, more number of applications exploit mobile VoIP technology. One main reason for the initial success of high adoption rate of tango is because of the services it provides, that are not available in the existing mobile VoIP push-based applications like Whats App, Viber, Facetime etc. Given the dynamics of the environment, the rivals can easily embed video chat application in their existing applications thus leveraging on their customer base.

5 Blue Ocean Strategy(BOS) In this section, we would do the BOS analysis by a set of analytical tools and frameworks of the formulation and execution of blue ocean strategy, those are the strategy canvas, the four action of framework, the six paths framework, three characteristics of a good strategy and the analysis of sustainability.

5.1.1 Canvas Analysis

Here, in the following part, we will firstly introduce the background of the communication products, typically Skype, FaceTime and Tango, and then show the value curves of those four specific VoIP Apps to get an analysis by the strategy canvas approach.

5.1.1.1 Background information

There is nothing novelty about video chatting on computers, where people commonly use Skype and other services to keep in touch visually. But the function is just getting started on mobile phones as the smartphone’s coming, and has porpularized in the U.S. The biggest name so far pushing mobile video calling is Apple, which has introduced front-facing cameras and a free video calling service called FaceTime into its latest iPhones and iPod Touch models. However, more companies are beginning to offer video chat options on mobile phones, including Tango, which offers a free app that matches the experience of Apple's FaceTime. [15]

Skype was founded in 2003 and its first public beta version was released in August of the same year. Skype was deployed initially as the project named “Sky peer-to-peer”, by the same developers using the identical type of peer-to-peer idea that Kazza was built upon, but applied it to voice transmission instead. Soon it was released as a simple computer-to-computer, or computer-to-telephone program that allows users to make voice and video calls and chat over the Internet. Calls to other users within the Skype service are free, while calls to both traditional landline telephones and mobile phones can be made for a fee using a debit-based user account system. In June 2004, Skype introduced its first fee-based service, SkypeOut, which enables Skype users to call regular phone numbers all over the world at very low rates (as low as $0.021 per minute). SkypeIn, which is a fee-based service that allows people to call Skype users from regular phones, debuted in March 2005. Skype continues to add new features and services at a rapid pace. After several times of changes of the leaderships, finally, on 10 May 2011, the company Skype Limited was acquired by Microsoft for $8.5 billion marked a 300% increase in value for the company in the three years since the eBay write-down in October 2007. And Skype has 663 million registered users as of September 2011.[16]

FaceTime as a single video calling software application was announced in conjunction with the iPhone4 by Steve Jobs, the CEO of Apple, in June 2010.It was allowed to make video calling through Apple products having cameras, like any Macintosh computers, iPod Touch, and iPad2, with a $0.99 payment in App Store. While it can be freely used via Wi-Fi, the current FaceTime implementation for the iPhone does not officially support FaceTime calls over 3G(UMTS/HSPA),there are 3rd party applications that enable this capability for jail broken devices. These set FaceTime a high barrier for its penetration to telecommunication market.[17]

Tango is definitely a young company who just celebrated its 2nd anniversary of foundation. It was founded in September 2009, and has raised $47 million leading venture capital firms and individual investors. Tango serves customers making free video calls and free phone calls on the iPhone, iPod touch, iPad and hundreds of Android phones and tablets, and provides a high quality experience over 3G,4G and Wi-Fi.[3] For marking its anniversary in 2011,Tango presented another big release :Tango for PCs. It is believed that version for MACs is in coming. And it is said that “Hours after launching on September 30, Tango became the #1 free social networking app-knocking off Twitter, Skype and Facebook in the App Store in nine countries including the United States, Hong Kong, France, Taiwan, Spain and South Korea.” Without any cheerleading by Apple or any existing brand awareness or installed user base to speak of, Tango's explosive rise is a feat of virality that every app developer dreams of.[18],[19]

Fring is a mobile internet service and community which was established in 2007. Similar to Skype and Tango, it also supports 3G, 4G and Wi-Fi technologies on mobile phones. It runs roughly same as the Skype application, however it allows consumers to make free calls to other communication services like Skype, MSN Messenger, Google Talk, ICQ, Twitter, etc.[20]

5.1.2 Strategy Canvas

As the introduction described in the background part, for the vertical of the canvas, we choose Skype, FaceTime, Tango and Fring. And the strategy canvas method will be used to compare the value curve of the following listed factors. The strategy canvas is demonstrated in Figure 7. Explanations of the values tagged to each factor will be given in Table 10, in order to make sense, the specific digits in the table just give an abstract level of each aspects relatively.

Here are the factors of competition on the horizontal axis :

. Price (the cost of user for obtaining the product)

. Privacy Guarantee (Disturbed by strangers)

. Diversity of functions (availability of functions )

. Limitation of platform (incompatibility of different platforms)

. Quality of service (depending on users’ experience)

. Ease of use (the convenience of operation)

. Ease of adoption (to join or invite others to the network)

. Limitation of tech support (incompatibility of different technologies)

Figure 7 Strategy Canvas for Tango

The above canvas figure shows the trails of each of the three mobile video product in US for making a comparison.And in the below table, we present the details of offering levels of product respecting to each factor.The explanation for the evaluation are remarked. Skype FaceTime Tango Fring

Price 3 2 1 3 Explanation: Although Skype got popular by its free application usage in the past, it stepped into a benefit model in later years with low rate($0.021 per minute). And Fring keeps the same financial strategy which provides fringOut service with low charge(starting from 1c per minute) for calling friends are not on fring. Tango charges zero fee for making a video call. In a price sensitive network, other two apps are definitely relatively high priced.

Privacy Guarantee 5 4 1 5 Explanation: To make a call by using Skype, you have to select friends who are online from your Skype contacts list. So does Fring need information registration. And also on FaceTime, people need Apple account to get contact with people who is available to you. These two apps guarantee peoples’ privacy from strangers. But Tango, because of its easy way of adoption, it syncs with all the contacts available in the mobile not guaranteeing privacy.

Diversity of functions 5 1 1 5 Explanation: Skype has diverse functions, like SkypeOut/In, voicemail, video chatting, Send Money via PayPal and etc. As well, Fring offers various functions like Skype, it can support group video chat, fringOut, live chat which can chat with friends with multiple platforms like MSN Messenger, Google Talk, etc and also Facebook updates. FaceTime is just focus on video chatting, Similar to that, Tango focus only on the audio and video chat.

Support of platform 4 1 4 4 Explanation: Skype gets a low limitation of platforms, it has already penetrated into different platforms for its years’ releases of updated versions, such as Macintosh, Windows, Linux, iOS and Android. FaceTime introduced as bounded application for Apple products can be installed on iOS and Mac only that implies its high incompatibility of platforms and also it works only on WIFI. And for Fring, it does good at platform supporting in smartphone, such as all Symbian System, Android, Windows Mobile and UIQ handsets. . Similar to Skype, the newcomer Tango shows good compatibility in the smartphone platforms and in PCs.

Support of tech 4 1 4 4 Explanation: Skype,Fring and Tango support calling services over the 3G, 4G and Wi-Fi. But it is not same for FaceTime, who has a big limitation that can only work over the Wi-Fi.

Ease of use 2 4 5 3 Explanation: Skype only works with other Skype users for free, unless you use SkypeOut which you can call other phone numbers for free. Fring supports multiple platform video chat, somehow makes it easier for users’ operations. Unlike the requirements of complex steps of making a video call by most calling Apps, like Skype, there is no need for Tango to get a registration, log-in or fussy set-up to annoy you. You can just get a video call as you make a normal call. And also for FaceTime, you cannot do as that convenient as Tango.

Ease of adoption 2 4 5 3 Explanation: As mentioned in the feature of ease of use, the non-registration feature make you easily and successfully invite a friend only by his/her phone number on Tango. Do not need to repeat the similar registration steps anymore. Anyhow, for other applications, that step is a certain thing. Furthermore, what makes the ease of adoption is the automatically synchronizing buddy list of Tango with your phone book in your smart phone. Anytime you want to make a video call with others, just invite them directly. Although FaceTime has the pre-populate contacts as Tango, it still needs an Apple’s account.

Quality of service 3 4 5 3 Explanation: By users’ experience, it is told that Tango app has the best quality for video chats over 3G. But, it still cannot really compete with Apple’s FaceTime when it comes to Wi-Fi calls. On the back-end, all of them base on a peer-to-peer model of communication, where data moves between end-uses’ devices, not through servers. However the quality of Skype and Fring are not stable guaranteed. So on the whole, Tango offers better performance than Skype or FaceTime.

Figure 10

5.2 The Four Actions Framework

For this section, we use the four actions framework called eliminate-reduce-raise-create grid to give a concrete comparison of Tango to other products. Since its lagged appearance to the telecommunication market, Skype and other apps majorly dominate the market in US to provide the consumers a very low cost calling. However, at the timing of prevalence of video calling with smartphone, Tango stands out with the ambition of dominating the market of mobile video chats in the later US. The items listed in the four grids of Table 11 show how they want to differentiate itself from the rest.

Eliminate Raise (Factors should be eliminated (Factors should be rasied well) from offered ones ) . User registration . Simplicity . User login . Video Quality . Easy adoption . Cross-platform support

Reduce Create (Factors should be reduced well) (Factors should be created that never offered before) . Diversity of functions . Do live broadcast . Users’ privacy . Do like just a normal call

Table 11 Eliminate-Reduce-Raise-Create Grid: The Case of Tango

At first, in terms of elimination, it removes the formal steps for most applications, like registration [Tango’s registration takes less than 5 seconds[23]] and user login. These factors had long been taken for granted for an application usage, which provides the information of the user or the availability of a user when you want to get a connection with others. For most of time, customers feel annoying about these repeat operations whenever they intend to join a new network, for Tango, the phone number is the only identifier of you.

Moreover, in order to focus on the mobile video technology part, Tango reduces the diversity of functions as a telecommunication application, what Tango supports is only audio/video chat. The traditional text communication is removed as well. Although to a certain extent, the free-registration cause it decrease its guarantee of users’ privacy.

However, because of the reduction of some unnecessary points, it offers a high quality of service and cross-platform support. More importantly, though, it makes the process of doing video chat incredibly simple. There is no "setup" involved and you don't have to create a username or password to join the service - you just input your phone number. Tango then automatically fills its address book with other Tango users it finds on your phone. Also, it increases the success rate of inviting a new joiner by its easier adoption feature. So users would never watch the few users online. Finally, Tango attempts to differentiate itself with other apps by creating those features of an application for later smartphones to make video chats with families and friends just as making a normal call in daily life. And by the convenient shift of two-sided cameras function, you can share with far away users with a live broadcasting.

5.3 The Six Paths to Blue Ocean

Now comes the Six Paths Framework, it will be applied to illuminate how Tango might have used to reconstruct existing VoIP calling market assumptions to explore a new market space for itself.

In the case of Tango, we find two out of six paths that fit its strategy.

5.3.1 Looking across Functional-emotional Orientation of an Industry

Competition in an industry tends to converge around two bases of appeal: Rational or Emotional. Tango tends to the first option, which does competition principally on price and function exactly.

Tango does video chat and just video chat by releasing a free cross-platform video calling application on iOS, Android and PCs. For end-consumers, what makes the service different from Skype is its minimalist feature set. You cannot buy credit or dial landlines, there isn’t an IM-like “chat” feature and you can’t accept calls from non-users. What Tango focus is only video chat. Tango’s aim is to dominate video-calling on a number of consumer devices, starting with smartphones. Tango shared that its ambitions were to move onto other platforms, including the desktop, the tablet and the TV at the time of its launch.

5.3.2 Looking across Time/Trends

About a short two years, Tango has grown exceptionally fast. By observing the mobile phone market in recent years, Tango exactly get the timing for its establishment and trends of the smartphone market. Eric Setton, the CEO of Tango, felicitated that the company launched around the time of the iPhone4 launch because it was the time most major smartphones starting including a front-facing camera. And mobile video calling will soon become pervasive globally. What is known that over a billion people will have smartphones by 2013. Mobile apps, considered a $6 billion opportunity today, could grow to $30 billion over three years according to Gartner. Nowadays, variation of two- way mobile video calling have been around for some time, predominantly in Japan and Europe, though its widespread adoption has been sullied by price, quality, and lack of compatibility. Tango essentially nixes those hassles, so callers could stop wondering whether a friend or colleague has the right phone, the right software, and the right network connection to receive a live video call.[20] It seems Tango does a pretty good preparation for serving the new market.

5.4 Three criteria for evaluating strategy canvas

5.4.1 What does it Focus On?

From the strategy canvas depicted in Figure 7, we can tell the focus of Tango could be its simplicity of use, ease of adoption and high quality of service features.

Despite of Skype, compare to previous attempts to popularize mobile-to-mobile video calling, like Fring and Qik, Tango is the most hassle-free and most ubiquitous experience yet.[21]

5.4.2 How is it Divergent from others?

Same from the strategy canvas, the value curve of Tango does diverge from the other two products. Factors stand apart from FaceTime at platform and technology support, stand apart from Skype at the simplicity of use, adoption and quality of service.

5.4.3 How is the Tagline?

As shown on the Tango’s slogan – “Tango be there”, it’s short and direct. Focus or divergent, not that much impressive. By the analysis of the three criteria for a judgment of BOS, to make a conclusion subjectively, Tango is more like a revolution of FaceTime, and an evolution over Skype. Finally, it can be seen as a small blue ocean, but more efforts and R&D should be done for its long run.

5.5 Sustainability of BOS

To say a BOS is sustainable or not, we focus on the four questions:

5.5.1 Do rivals attempt to imitate?

Answer is definitely, like experienced Skype, or new entrants Fring, Qik, Viber, and etc, there have been too many similar applications already. Video chat is an important feature of the 3G network service. Hence, the big market of video calling application development attracts large amount of developers.

5.5.2 How fast can rivals catch? On present, for the high speed of development of technology and the huge amount of applications which have already existed based on the VoIP standard, the pace of imitation could be fast. Tango can still be easily copied and likely will be. Nevertheless, Tango holds its killer weapon - the six patents on P2P technology, so it can still make a fight with other rivals in confidence.

5.5.3 Are there first mover advantage?

Tango has a weak first mover advantage, although it can keep its advantage on Windows Phone through the end of the year. Anyhow, for the free-registration feature and ease of use, end-consumer adoption rate is higher. Added advantage is switching cost is not that high.

5.5.4 Do the BOS come with economies of scale?

It has high economies of scale on demand-side that when there are more friends adopting the Tango, you will get more benefit from the product. And you are easy to make the economies of scale, every time you use it, you available contact list will grow longer and longer which would be just your phone number list. But for supply-side economies of scale is low, since developing the Apps for Tango is not possible.

Given the current scenario, sustainability for tango is low.

And from all aspects mentioned above, Tango still needs to enhance itself for being sustainable:

. First of all, Tango should challenge to continue running faster than the incumbents, pay more efforts on the R&D.

. Provide the innovative edge that further redefines the conversation. Enabling new conversation that we seek out. Those are the one’s outside your current buddy list. Add more intelligent functions, such as group chatting, voice control and etc.

. And network effect adds a great favor in the monopolization of an industry, so to create a huge network affect for Tango could be helpful for its long standing among rivals.

6 Pricing Analysis Today, Skype tops the Mobile VOIP based video communication. Taking Skype into account, we analyze the pricing strategy of it. Skype Business Model is a “Freemium” Business Model, a business model that works by offering a product or service free of charge (typically digital offerings such as software, content, games, web services or other) while charging a premium for advanced features, functionality, or related products and services. It was initially funded by venture capitalist. Because of their unique features and free of cost, it became popular and because of the high network effect [If my friends are using, I will tend to use Skype] , many number of users joined Skype. Skype has first tried to popularize their product among users building the user network and after it has been well popularized, they entered into business market, earning by charging users for premium services and also by advertisement clicks.

6.1 Skype Pricing Strategy

Free For all Registered Users . Skype – Skype calls . One-one video calls . Instant messaging

Pay As you go Paid Customers . To Call phones and mobiles . Call Forwarding . SMS

Subscriptions . Unlimited Calling . Lowest Call Rates

Skype Premium . Group video calling . Get help when you need it with live chat support

Skype Corporate Plans Corporate Customers

Table 12: Skype Pricing Strategy

. Inspite of this, the calling rate varies from country to country.

Eg. For unlimited Calling in USA, its $6.99/month and the same for India is $19.99/month.

. Skype also earn revenues from advertisement clicks.

6.2 Fring Pricing Strategy

Fring is another competitor to Tango which was founded in 2007, four years after skype was found. Looking at their pricing strategy, we find that their strategy is also same. Add more number of users and later introduced pricing plans for their premium services[call another phone without fring ads cheap as 1 cent/min much cheaper than skype and also price varies based on the country].

6.3 Tango Pricing Strategy

Tango is also funded by venture capitalists and introduced in September 2009 and is still a free software with no premium services. It also hopes to create a huge buzz around their product by offering it for free and getting it into as many hands as possible. Tango has recently announced that it will frame its pricing strategy in December.

Analyzing the current marketing trends in pricing for Skype and other communication applications, we feel the below pricing strategy for Tango will be more appropriate.

Tango has already informed that they will not encourage ad-clicks based revenue model as it will degrade their VOIP quality. The number of users in USA is more and hence charging low will have more willingness to pay by the people.

The pricing strategies of Tango are clearly based on the user base it has capitalized on. The number of users registered and using Tango is increasing every month by more than million which nearly reached 23 million registered users and hence shows a promising growth rate for it. The below graph clearly indicates that it is becoming popularized among users and hence they can introduce an efficient price strategy as its competitors. Number of Downloads of Tango in various Time Periods

25 Number Of Downloads 20 15

10 In Millions 5 0 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May- Jun-11 Jul-11 Aug-11 11

Figure 8 [23]

The number of users registered and using Tango is increasing every month by more than million which nearly reached 23 million registered users and hence shows a promising growth rate for it. The above graph clearly indicates that it is becoming popularized among users and hence they can introduce an efficient price strategy as its competitors.

We believe Tango would likely replicate the current existing pricing strategy of Skype, which is much more established. Once Tango has widened its customer base, it would be meaningful for it to apply the below pricing strategies.

Tango for all provides Tango-Tango calls [Video/Audio] free of charge.

6.3.1 Group Pricing:

Tango can categorize its pricing into three

. Tango for all

. Tango Business

Because Tango differentiates between individuals and business group, group pricing strategy is followed.

Each user group would be offered different services and priced for the features offered.

6.3.1.1 Tango Business:

Same features as Tango Premium but at subsidized rates for business enterprises.

6.3.2 Versioning:

6.3.2.1 Tango Premium:

. Group video chat

. Video mail

Since video calling is the core feature provided by tango, group video chat shall be made as a premium feature wherein the customer have to pay a premium subscription every year to use the same.

Since Voice mail is being provided by many of its competitors, tango can think about providing a video mail which will make it more attractive and by a sound compression and decompression technique, video mails shall me made a reality.

6.3.3 Personalized Strategy

The USP for tango is

. Integration of Smart phone App with PC

. Mobile VoIP based video calling

Given the fact that there already are competitors providing voice, it may not be explicitly possible to come up with a competitive pricing for Mobile based VoIP calls as they are currently offered for free. The users of tango also multi-home with other VoIP based chat and voice call providers like WhatsApp, Viber etc. Since tango is not inclined towards mobile advertising in the present scenario [25], one way of consistently increasing their revenue is by envisioning a pay-by-use model. Individual customers might need to buy credits before using this service. This service shall enable them call to other mobile phones and landlines that are not in data network and where free VoIP based calling is not possible. 6.3.3.1 Use More Get More (UMGM) Scheme: In order to motivate the users to bring more friends to tango, we recommend a new scheme named “User More Get More” (UMGM). In the UMGM scheme, if you refer your friends to tango, you friends may give your mobile number which you use to tango, in the “referred by” section. Whenever a friend of yours joins tango indicating your mobile number, credit points in the name of “Tangit Points” gets added to your Tango account. Similarly, new users joining Tango are entitled for “Tangit Points”. Subsequently, when the user buys Tango credits, he can redeem the “Tangit Points” and get more “Talk time” value based on his “Tangit Points”.

In order to further improve the network effect, we also recommend that, users who are referred by same person belong to one friends group or network. Subsequently, if any user buys Tango Credit points to call mobile phones online, the user who referred the buyer will get “Tangit Points”. This “Tangit Points” can then be redeemed for more talk time when they top-up.

6.3.4 Network Effect of Tango: In the present scenario, Tango is purely driven by number of users using tango. It relies on the direct network effect created by more users using tango. Since there is presently no advertising, custom pricing or provision for application developers to customize the features, there is no significant indirect network effect and Tango can be predominantly regarded as a one sided network. Given the present network of tango, there is no “money side”.

7 Conclusion Mobile video calling is becoming pervasive. Although the competition in video chat market is so intense, Tango has its own advantages to occupy a good place for itself. Its unique features like no sign up, two way video calling, support for most of smartphone platforms and ease of use makes it sustain in the market amidst its strong rivals. The company has a wonderful environment according to five forces and SWOT analysis. In the future, there are so many opportunities and potential features for Tango. Moreover, in the Blue Ocean Strategy analysis part, tango still shows some brilliant features competing with other products.

Tango has provided services that are left incomplete by its present rivals. For example, skype is the leading rival in mobile VoIP based video calling but it requires users to be “Signed In” for the user to be contacted. Moreover, if a user is not added in the skype account, he cannot be called through the free data network. Whereas, tango uses push based notifications and hence does not require the user to be signed-in. Moreover, it has high levels of usability in terms of maintaining contacts in the sense that it automatically picks the contacts from the user’s mobile contacts. Push-based notification products like Viber does not integrate with PCs but Tango has integrated its app with PC. Such features make tango a complete one stop shop and does not require the users to multi-home.

At the same time, Tango presently does not have a revenue model. Given the present scenario, tango is predominantly a one-sided network. We have users who have low multi-homing costs on one side, but we do not have another strong side which can influence all the users to pursue Tango. Tango is also more vulnerable to “Rival Imitations” as the replication of tango’s features is relatively easier for the rivals. Hence, in order to bring a winners-take-all situation, tango has to create another strong “Money-Side” which can persuade the users to use Tango. In the current path of progress for tango, the winning ambience may become more conducive if the R&D on video quality in relatively weaker networks prove more positive with approved patents and tango unintermittantly strives to bring more complementary assets to the users in order to create a strong network effect.

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