mobile ecommerce

© 2000 Noblestar. All rights reserved.

M-Commerce( Mobile E-Commerce )

M-Commerce( Mobile E-Commerce )

June 19, 2000June 19, 2000

© 2000 Noblestar. All rights reserved.

M-Commerce is at the Nexus

M-Commerce is at the Nexus

M-Commerce is at the nexus of all things good…

• Internet explosion• e-commerce paradigm

• growth in wireless connectivity

Internet

e-commercewirelessconnectivity

© 2000 Noblestar. All rights reserved.

M-Commerce DefinedM-Commerce Defined

• wireless Internet connectivity– un-tethered– digital– interoperable

• access to e-commerce functions– gateway to a mobile enabled site– wireless portal

• wireless Internet connectivity– un-tethered– digital– interoperable

• access to e-commerce functions– gateway to a mobile enabled site– wireless portal

The buying and selling of goods and services over the Internet, using mobile devices.

© 2000 Noblestar. All rights reserved.

Mobile DevicesMobile Devices

• laptop / notebook• personal organizer• digital phone• pager

• laptop / notebook• personal organizer• digital phone• pager

© 2000 Noblestar. All rights reserved.

M-Commerce TrendsM-Commerce Trends

• Tremendous growth opportunity• Europe is the early adopter• Largely a B2C market in the near

term• Driven by transactional content

• Tremendous growth opportunity• Europe is the early adopter• Largely a B2C market in the near

term• Driven by transactional content

© 2000 Noblestar. All rights reserved.

Tremendous Growth Opportunity

Source: Dataquest

© 2000 Noblestar. All rights reserved.

Europe is the Early Adopter

Europe is the Early Adopter

• Homogenous network (GSM)

• Mostly 2G digital• Patchy wireline

infrastructure• Moderate to high

wireless penetration• SIM card based

authentication• 3G spectrum allocation

occurring now

• Homogenous network (GSM)

• Mostly 2G digital• Patchy wireline

infrastructure• Moderate to high

wireless penetration• SIM card based

authentication• 3G spectrum allocation

occurring now

• Heterogeneous network (CDMA, TDMA, iDEN…)

• Mostly analog, little digital• Strong wireline

infrastructure• Moderate wireless

penetration

• 3G spectrum allocation botched by FCC

• Heterogeneous network (CDMA, TDMA, iDEN…)

• Mostly analog, little digital• Strong wireline

infrastructure• Moderate wireless

penetration

• 3G spectrum allocation botched by FCC

Europe U.S.

© 2000 Noblestar. All rights reserved.

M-Commerce at WorkM-Commerce at Work

• Ticketing• Reservations• Securities trading• Shopping• Banking• Contracts

• Ticketing• Reservations• Securities trading• Shopping• Banking• Contracts mostly consumer focused

(B2C)

© 2000 Noblestar. All rights reserved.

An M-Commerce Transaction( Shopping )

An M-Commerce Transaction( Shopping )

merchantbank

***Merchants***AmazonCD NowWeBeFlowersWAP Store

SELECT BACK

***Solo***From account [3213]To account [76533]Amount [50.00]Trans date [15JUN00]

ACCEPT BACK

***WeBeFlowers***Choose the occasion:CongratulationsThank youRomanticCondolences

SELECT BACK

***Romantic***Choose a product:OrchidsRed rosesMixed floral

SELECT BACK

***Delivery Info***Date [---]Address [---]Receiver [---]Comments [---]Pay from Solo account

SELECT OPTIONS

***Red Roses***Choose the option:Simple 20.00Opulent 50.00True love 75.00

SELECT BACK

***WeBeFlowers***

Thank you for the order!

Reference [64526]

BACK

BANK***Banco Grande***

Solo Mallin EnglishMallo Soloen Espanol

© 2000 Noblestar. All rights reserved.

The Mobile Value Proposition

The Mobile Value Proposition

• Ubiquitous• Convenient• Timely• Simple• Personalized• Localized• Economic

• Ubiquitous• Convenient• Timely• Simple• Personalized• Localized• Economic

“the Internet walkman”

“the Internet walkman”

© 2000 Noblestar. All rights reserved.

Applications Follow Bandwidth

Applications Follow Bandwidth

multi-media

text

bandwidth

© 2000 Noblestar. All rights reserved.

Wireless Build-Out Brings Bandwidth

Wireless Build-Out Brings Bandwidth

2000

2003

© 2000 Noblestar. All rights reserved.

Application PerformanceApplication Performance

7

Data Rates (k bps ) 9.6 14.4 32 64 128 384 2000

Technology Transmit Speed Capability

= Excellent = Fair = Poor

Applications

Voice, SMSE-mailInternet Web AccessDatabase AccessSynchronizationDocument TransferLocation ServicesStill Image TransferVideo Lower QualityVideo High Quality

Application Performance Rating

3G

1X

IS95B

2G

Technology

Source: Motorola NSS

What is 2.5 and 3G?

Source: Motorola

© 2000 Noblestar. All rights reserved.

Application ImpactApplication Impact

mCommerce

© 2000 Noblestar. All rights reserved.

Mobile Device / Network Constraints

Mobile Device / Network Constraints

• real estate– small screen size– monochromatic LCD (gray tones)

• speeds and feeds– limited bandwidth– slower processor

• capacity– smaller memory– no persistent storage

• data capture– cumbersome input (text, pen-based)

• latency– set-up required– limited battery life

• real estate– small screen size– monochromatic LCD (gray tones)

• speeds and feeds– limited bandwidth– slower processor

• capacity– smaller memory– no persistent storage

• data capture– cumbersome input (text, pen-based)

• latency– set-up required– limited battery life

© 2000 Noblestar. All rights reserved.

Impact on Application Design

Impact on Application Design

• no “surfing” as we know it• alert driven• limited graphics• no number crunching• text, pen, or voice based• personalized, localized• short transactions

• no “surfing” as we know it• alert driven• limited graphics• no number crunching• text, pen, or voice based• personalized, localized• short transactions

© 2000 Noblestar. All rights reserved.

The Amazon Experience(Wireless Version)

The Amazon Experience(Wireless Version)

1. Access the site through wireless portal2. Search on book title3. Find it and follow with request to order4. Elect to open an account to continue5. Provide account information

• password• e-mail address• name and street address• credit card

6. Provide shipping instructions7. Receive order confirmation e-mail8. Receive shipment notification e-mail9. Receive book

1. Access the site through wireless portal2. Search on book title3. Find it and follow with request to order4. Elect to open an account to continue5. Provide account information

• password• e-mail address• name and street address• credit card

6. Provide shipping instructions7. Receive order confirmation e-mail8. Receive shipment notification e-mail9. Receive book

© 2000 Noblestar. All rights reserved.

The Ameritrade Experience(Wireless Version)

The Ameritrade Experience(Wireless Version)

1. Access the site through wireless portal2. Enter account nbr/pin3. Enter ticker4. Review current market information5. Specify number of shares6. Confirm and issue the order7. Go to Ameritrade website to review

order

1. Access the site through wireless portal2. Enter account nbr/pin3. Enter ticker4. Review current market information5. Specify number of shares6. Confirm and issue the order7. Go to Ameritrade website to review

order

© 2000 Noblestar. All rights reserved.

Workstation vs. Mobile DeviceWorkstation vs. Mobile Device

• feature rich• high byte count• high resolution

color• large size display

• feature rich• high byte count• high resolution

color• large size display

• feature lean• low byte count• monochromatic• postage stamp

size display

• feature lean• low byte count• monochromatic• postage stamp

size display

© 2000 Noblestar. All rights reserved.

Wireless TechnologiesWireless Technologies

© 2000 Noblestar. All rights reserved.

Wireless Application Protocol (WAP)

Wireless Application Protocol (WAP)

A global open standard for connecting wireless devices to the

Internet

A global open standard for connecting wireless devices to the

Internet• device independence• bearer independence• component interoperability

• device independence• bearer independence• component interoperability

© 2000 Noblestar. All rights reserved.

WAP ArchitectureWAP Architecture

© 2000 Noblestar. All rights reserved.

WAP ArchitectureWAP Architecture

© 2000 Noblestar. All rights reserved.

WAP OperationWAP Operation

© 2000 Noblestar. All rights reserved.

3G (UMTS) Environments3G (UMTS) Environments

UMTS integrates disjointed networks and offers seamless services

Pico Cell

Urban

Micro Cell

Global

In-Building

World Cell

(((((

(((((

Suburban

Macro Cell

© 2000 Noblestar. All rights reserved.

< First Mover in the Wireless Space >< First Mover in the Wireless Space >

Mobile Computing Practice (1997) Scout Synchronization Server (1998) Riverbed Technologies (1998) Aether Systems (1999)

Mobile Computing Practice (1997) Scout Synchronization Server (1998) Riverbed Technologies (1998) Aether Systems (1999)