magic4 presentation to the cb forum mike kent directeur général southern europe magic4 ltd trends,...
TRANSCRIPT
magic4
presentation to the CB Forum
Mike KentDirecteur Général
Southern EuropeMagic4 Ltd
Trends, developments and opportunities with cell broadcast
in wireless messaging
magic4
agenda
magic4 overview
trends in the marketplace
critical success factors
cell broadcast strategies
sample applications
mobile messaging from magic4
defining the future
we’re the world’s leading independent developer
of mobile messaging solutions
we help define world standards
we ensure interoperability and
compliance out-of-the-box
we give handset manufacturers a
total messaging solution© Motorola
our messaging continuum
EMS, MMS, IM ... and beyond
we’ve applied joined up thinking
to our messaging platform
the products we supply today have a clear
path to tomorrow’s network capabilities
magic4 EMS, MMS and IM solutions are
all backwards compatible
our software makes it easy for clients to
add their own phone personality and features
© Convisual
thought-leadership
world-class expertise
we don’t just adhere to world standards.
We help to define them
magic4 participates in leading standards
bodies, inc 3GPP and Wireless Village.
70 staff : our expertise has been applied
by the world’s top phone manufacturers.
global support from offices in the USA, UK,
Sweden, France and Hong Kong.© Siemens
commercial benefits
reduced time, cost and risk
it’s simple - our messaging platform
accelerates handset development
reduced time to market
our outsourced ‘software and
consulting’ model is cost-efficient
standards adherence and inter-
operability testing avoids risk
© Motorola
market leadership
our current success story
2x EMS R4 contracts
10x EMS R5 contracts in GSM and CDMA
2x major semiconductor supplier contracts
Openwave MMS partnership
3x MMS contracts inc ‘Top 3’ manufacturer
Negotiating 11x MMS contracts
Nokia Smart Messaging client
Wireless Village Instant Messaging
magic4
agenda
magic4 overview
trends in the marketplace
critical success factors
cell broadcast strategies
sample applications
the world ...
as we know it
the world ...
with EMS and MMS
yesterday...
there was text
Mike. Don’t forget
you’re presenting at
the cell broadcast
presentation next
week ...
--- Sandy Mobile ---
today...
we’ve got small pictures
Having fun in Ibiza
today we also have
colour ... and polyphonic sound
Thanks fora great meal.Kate xxx
and the future will be...
multimedia
Kisses from Sandy
Hi Peter, having a lot of fun in Ibiza!
what does Visual Messaging look
like today?
Text, sound and graphics are combined to deliver multimedia messages.
-- Sandy’s Mobile --
Michael is in Town!
Smart Messaging Enhanced Messaging Download Fun Multimedia Messaging
-- SMS Reminder --
Thomas, time for your presentation
there’s a clear path
from EMS to MMS
0
5,000
10,000
15,000
20,000
2001 2002 2003 2004 2005 2006
Millions of EMS/Smart messages sent Millions of MMS sentSource: Gartner Group October 2001
revenue projections
up to 2006
0
10
20
30
40
Rev
enue
US$
M
illio
ns
2000 2001 2002 2003 2004 2005 2006
SMS EMS MMS Mobile IM
Source Baskerville
messaging evolution ...
user developmentSM
S
EM
S
MM
S
IM
the messaging continuum
learning by doing
SMS EMS MMS
Use
r In
tera
ctio
n
user learns newfeatures one stepat a time
network operatorsdefine billing andinfrastructurein a planned way
handset manufacturersevolve their designs
content providerscontribute to change
handset availability?
the phones are ready now
cell broadcast
revenue sharing
magic4
agenda
magic4 overview
trends in the marketplace
critical success factors
cell broadcast strategies
sample applications
critical success factors
for multimedia messaging
buy-in from value chain
consumer-focused practices
more public awareness of CB
big brand support
quality content
more multimedia phones
multimedia messaging
the applications
Person-to-Person Messaging
Supporting all Mobile Phones
Pictures, Animations, Sound & Colour
Content Created by Users
Rich Content Messaging
Cell Broadcast receiver
Turning the Mobile Phone into a
Universal Device for Information,
Entertainment and Communication
magic4
agenda
magic4 overview
trends in the marketplace
critical success factors
cell broadcast strategies
sample applications
conVISUAL’s concept test: “What content do you favour?“
Source: isi/conVISUAL market research 04/2001, n = 285
Scoring method: rank 1: 5 points, rank 2: 4 points ... no rank: 0 points
0,140,52
0,220,55
0,770,48
0,831,65
0,941,12
1,050,68
1,61,27
1,681,88
1,831,49
2,271,86 2,88
2,61
0 0,5 1 1,5 2 2,5 3
Landscape
City motives
Stars and celebrities
Information
Cartoon, animated cartoon
Scene
Sports
Fun and Jokes
Entertaiment
Music
Private pictures
SMS heavy users (n=81) other SMS users (n=204)
““Everything has to
Everything has to
be coloured!“
be coloured!“
A statement from one of the interviewees““Everything has to
Everything has to
be coloured!“
be coloured!“
A statement from one of the interviewees
preferred content
has a personal touch
receiving messages that are
personal and relevant
ConsumerMessagingConsumerMessaging
Store promotions
Picture postcards
Tourism services
Community Messaging
Community Messaging
Traffic
Emergency services
Events
BusinessMessagingBusiness
Messaging
Entertainment
Travel news
In-store offers
strategies to increase
the popularity of cell broadcast
use permission marketing ... not intrusion
database driven ... for relevant messages
work with the entire value chain
add interactivity
work with a
mobile content broker
The Content Broker is a messaging service that allows content providers and/or consumers to publish, distribute and sell multimedia content to mobile phone subscribers.
Multimedia Message Broker
Content BrokerContent BrokerMedia Company Sponsor-Model (free for closed user groups)
Publisher pays for delivering content
Premium-Model (open premium rate service) Subscriber pays for receiving premium content
Sharing-Model (chat, televoting, dating, etc.) Both parties pay to exchange content
Various tariff options allow flexible pricing of services:
Celebrity (e.g. TV presenter)
Private User
magic4
agenda
magic4 overview
trends in the marketplace
critical success factors
cell broadcast strategies
sample applications
cell broadcast applications
personalisation services
Ringtones
Screensavers
Operator Logos
Wallpapers
Picture Messages
cell broadcast applications
infotainment
cell broadcast application
picture postcards
cell broadcast applications
venue promotions
Only 25 Euros
Party promotion tonite at Club Lobo
cell broadcast application
handset recognition
MessageMessage
SMScMMSc
Nokia7650
Nokia6310
Application
SiemensME 45
SMS/WAP
SMS/WAP
MMS
Infotainment
Entertainment
Building
network traffic
cell broadcast applications
the technology is underway
now the challenge is to show the entire value chain the potential of cell broadcast
-- Sandy’s Mobile --
Michael is in Town!
-- SMS Reminder --
Thomas, time for your presentation
