So following my lunch this week I set about trying to find the 2001 Keynote by Douglas Adams. I start off by using Google to seek out the GSMNewsReel video I remember watching on my return from Cannes six years ago - and get no joy. However I do get the opportunity to read a number of posts that talk about what the Mobile world will look like once we go 3G; also I get to see that Douglas Adams not only invented Babblefish but he could also have claimed to be a key driver in the development of User Generated Content and Wiki's thanks to H2G2.
The I use Ask and it does better than Google in that it locates a transcript of Douglas Adams address and a review from the GSMNewsReel of all those that spoke in 2001. Still no joy finding the video, have asked if a contact at the GSMA can find the footage in their archieve and send me a copy, if get lucky I will post it up so that you can all see what he is said at the time.
Looking back at the past I got a number of snipets which with hindsight can be seen with a different light. Branson spoke before Adams at Cannes and he "put forward a convincing argument in favour of MVNOs, explaining that they can enhance revenue streams, they're cheap to establish and that they offer solid risk diversification. In the never-ending search for the winning data strategy, an extra operator on your satisfactory discovery, he said. He called forth examples from the motor industry and the music industry where the virtual model has proven success. His words of advice in this area were clear. Shareholder buy-in from the host, decent distribution, a general rather than niche approach to the market and access to the meaningful content are all pivotal elements of success, he said."
I wonder if Virgin Media are following the same Strategy today as part of the Quad Play we see today, heck I wonder if they have a strategy that allows them to compete with Tesco Mobile. As an MVNO we see in Tesco an excellent example of Consumer choice, some 1.8M subscribers have opted to get their mobile with their milk. Not for them some fast moving world of Mobile Data, just basic voice and text thanks along side a value handset - all of which ties in with what Douglas Adams told those in Cannes back in 2001.