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Mobile phone development Overview of presentation

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Mobile phone development
Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies
3G Concept phone (2000)
Conclusions – personal view
Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view
Key drivers in the mobile handset industry
пЂґ Accelerating handset performance (technology)
пЂґ Infrastructure and service delivery mechanisms (3G,
WLAN, WIMAX, IMS etc.)
пЂґ Ultra low cost handsets (<$30)
пЂґ Operators and content providers looking for sustainable
business models
пЂґ Games, music, films, news etc.
пЂґ World wide impact of the Chinese mobile industry
пЂґ Battle to dominate the mobile screen
пЂґ Drive to standardise handsets between vendors
пЂґ Microsoft
The mobile “real estate”
High price for hot property – who will
dominate the mobile screen?
пЂґ Manufacturers?
пЂґ Operators?
пЂґ International media players?
пЂґ Regional players?
пЂґ Microsoft?
 “I decide” – personalised content
пЂґ The screen is the key
пЂґ User loyalty comes through positive
experiences
пЂґ Usability, simplicity, utility,
attractiveness and reliability
пЂґ All actors have a need to promote
themselves, the question is how do we
share this space?
пЂґ How can content providers benefit from
the mobile experience?
пЂґ
Example: Mobile newspaper experienceTelenor portal:
пЂґ Large number of of Norwegian newspapers
have mobile internet pages
пЂґ Operators have the default mobile portal
пЂґ The user must actively find the newspaper portal
пЂґ Challenging for newspapers to position
themselves on the mobile screen
1. Battle to get a premium position on the
operator mobile internet portal – collaborate
with operators
2. Try to become the default start-up page for
mobile internet
3. Advertise heavily for you mobile internet portal
Operator attempt for standardisation
пЂґ Effort to overcome standardisation problems for content on mobile
phones:
пЂґ Open Mobile Terminal Platform alliance
пЂґ Purpose is to standardise mobile handsets to
пЂґ ease creation of services and application
пЂґ ease terminal management
пЂґ Make it easy to control the user interface
пЂґ First release of OMTP compliant mobile phones scheduled for
Q1 2006
пЂґ Desire to achieve standardisation without two players taking it
all (e.g. Intel & Microsoft)
OMTP
пЂґTo what extent will the handsets be standardised?
пЂґNot a desire to reduce innovation and the possibility
for manufacturers to differentiate themselves
Introduce classes of terminals (C0 – C3) with a
minimum set of performance criteria for each class
пЂґEg. Reduce the variety of screen sizes / resolutions
etc
пЂґAgree on codecs (picture, video, voice formats)
пЂґWill help ensure that services will work end-to-end
and on terminals from different manufacturers
пЂґWill ease software development for third parties
Microsoft
 “We are going to invest and invest and invest to get the most
popular software platform because we believe in these [kinds of
mobile and wireless] scenarios” – Bill Gates, MS developers conference 2003
пЂґ A force to be reckoned with
пЂґWon all battles so far (Windows, IE, MS Office, Windows
Media player(?), Exchange (?))
пЂґ Main strength is the link between the pc / servers and the handset
(Active Sync, Exchange)
пЂґ Nokia licensing of Active Sync
пЂґPotential body blow to Microsoft argues analysts
But it is not only about the sync protocol – more important
is the consistency of data structures on both sides of the
wireless / wired link.
Microsoft main assets
пЂґ Exchange server today, Live Communication Server 2005 tomorrow
пЂґReal time collaboration tool
пЂґPresence information as an integrated part of the office
tools (including MS Office)
пЂґMobile handset (Smartphones) fully integrated into the
corporate environment
пЂґTelecommunications services fully integrated into the
traditional mail server
пЂґ In the future corporate environment you will not be able to choose
your own handset, you will be given a MS phone…
пЂґ All about the software, not the hardware
Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view
Mobile email to your phone
пЂґ Mobile email: The possibility to offer a full email experience on
mobile handsets.
 Not �wap’ or browser based solutions
пЂґ Not only mail, but also contacts and calendar
пЂґ Mobile email in the SME segments expected to be a considerable
driver for mobile data traffic in the short and long term
пЂґ Potentially the killer application for 3G toward the business segment?
пЂґ Operator friendly commercial solutions are available from several
vendors
пЂґ Solution providers recognise the importance of the operator customer
base and branding
пЂґ Mobile email can be supported on a wide range of handsets
пЂґ Major carriers have already launched mobile email solutions
(Vodafone, O2, TMobile, Telenor)
пЂґ A service well suited for the entire business segment
пЂґ From SoHo to corporate
Mobile email solutions are complex
пЂґ Requires installation of client software on your handset
пЂґ Requires operator to install connection centre servers
пЂґ Requires installation of software inside the corporate
firewall
But:
пЂґ Useful tool that enables you to stay always connected
and updated
пЂґ Increases staff flexibility and efficiency
пЂґ Reduces need for use of data cards with PCs
Mobile SAP – access to company internal systems
пЂґ Mobile workforce management
пЂґ Enable field staff to connect to company internal systems
пЂґ Accept, effectuate and report status on orders
пЂґ Flexible use of field forces
пЂґ Connected with proximity technologies like RFID it will improve the quality
control of actual field force movement (and execution)
пЂґ Requires substantial integration effort with internal IT systems. Reported ROI
(SAP numbers) – 3 to 12 months
Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view
Telenor Entry – preconfigured menu
пЂґ Purpose: Remove barriers to use wap
(mobile internet) services
пЂґEasy access to news etc
пЂґAccess to your subscription data (last
call cost, bills etc.)
пЂґ Simple menu designed by operator but
implemented by manufacturer
пЂґ Large volumes to achieve economy of
scale
Open OS create new opportunities
пЂґPlethora of more or less useful
applications available for open OS
phones
пЂґNokia developer forum etc.
пЂґNew types of frameworks are emerging
пЂґAction Engine, Freedom,
Surfkitchen, Opera Platform
пЂґFocus on delivering services from
third parties rather than applications
How to make
advanced services available?
пЂґ Barriers to use of mobile Internet services
пЂґ What is there?
пЂґ How to find mobile services?
пЂґ Navigation is difficult
пЂґ Customers believe usage implies high cost
пЂґ Traditional portals: customer must come to you
пЂґ Is it possible to turn this around?
пЂґ 3 months piloting of 100 users
with access to active desktop
 “Bring the portal to the customer”
 “Push” services
пЂґ Software that takes over the user interface
пЂґ Co-operation with Opera
The opportunity to bring content and services
closer to the customers` attention
пЂґ An active desktop is taking over the home screen of the
phone and presenting a new front-page and service menu:
пЂґ Content teasers (news, weather and advertisement
banners) on the front-page
пЂґ News pushed to the end user every 45 minutes
пЂґ Immediate access to pre stored and updated content
through clicking on teasers
пЂґ Upload of Photos and Contact List to web portal
пЂґ Reversed MMS news / blogging
пЂґ Combining useful phone applications and online content
in an operator service menu
пЂґ Restaurant guide, concerts, TV listings etc.
 The “content provider phone” is fully possible
Users prefer active desktop and push
services
пЂґ Active desktop creates a need for daily update of news and
entertainment
пЂґ Users wish to personalise their news categories
 The active desktop is preferred to the phone manufacturers’ frontpage
пЂґ Active desktop is seen as a simpler and more accessible concept
than WAP
пЂґ From 12% active WAP users before pilot to 75% active WAP users
after the pilot
пЂґ Users missed active desktop after conclusion of pilot
Client based portal
пЂґ Client based solution
пЂґ Software which takes over the user interface of the
phone
пЂґ Pro:
пЂґ You can define the look and feel of the idle screen
пЂґ You can communicate effortlessly with external
servers to retrieve and distribute information
пЂґ You can provide secondary functions (backup,
uploads, mail etc)
пЂґ Con:
пЂґ It only works on specific handsets
пЂґ The user is online at all times (battery issue)
пЂґ Cost of data traffic
пЂґ Handsets are unstable
Near field communication – service triggering
Look for opportunities in new concepts.
Near field communication – service triggering
Deloppgave 1
пЂґ Studer hva tjenestetilbydere tilbyr av mobile tjenester
og konsepter til bedriftsmarkedet
пЂґFor hvem?
пЂґHva?
пЂґ Sammenlign de forskjellige tilbyderene
пЂґ Hver gruppe presenterer sine resultater 7 oktober
Deloppgave 2
пЂґ Velg en tjenestetilbyder og gГҐ i dybden pГҐ hva den
leverer
пЂґ Studer en av deres kunder
пЂґVelg en brukergruppe
пЂґHvordan bruker de tjenestene?
пЂґHvordan passer det med hvordan de jobber?
пЂґHva kunne de ha tenkt seg
пЂґHva vurdere dere som mulig ГҐ levere.
пЂґTa hensyn da til hvem som skal levere, drifte etc
пЂґ Prosjektoppgaven skal inneholde bГҐde deloppgave 1 og
2
Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view
Some trends
пЂґ Diverse portfolio of handsets
пЂґMade to measure and mainstream handsets
пЂґ Hardware commodity
пЂґSoftware and connectivity the differentiating factor
пЂґ Proximity technologies for service initiation will become
important
пЂґ Payment, identification and authorisation
пЂґ Increased utility focus
 Increased mobile – pc communication
Some thoughts for the future
пЂґ Personal forecast
пЂґWindows will win the corporate / business segment
where access to company data is essential
пЂґSymbian (Nokia) will be pushed down and dominate
the advanced handset market (at least in Europe)
пЂґSignificant growth in low cost handsets (< $30)
production for emerging markets
пЂґManufacturers will continue to distribute mass market
devices based on proprietary OS for the foreseeable
future due to licensing costs
пЂґHandsets will gradually become OMTP compliant with
increased standardisation across manufacturerers
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