mobile cloud t-109.4300 network services business models ......3/19/2013 mobile cloud t-109.4300...
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3/19/2013
Mobile Cloud
T-109.4300 Network Services Business Models
19.03.2013
Yrjö Raivio
Aalto University, School of Science
Department of Computer Science and Engineering
Data Communications Software
Email: [email protected]
15.1. Introduction, Sakari Luukkainen
22.1 Mobile market, Sakari Luukkainen, Juha Winter
29.1.Theoretical frameworks, Antero Juntunen
5.2. Business model design, Antero Juntunen
12.2 Mobile business research, Antero Juntunen
19.2. Mobile information systems, Sakari Luukkainen
26.2. Green mobile services, Nora Nupponen
12.3. Cloud computing, Sakari Luukkainen
19.3. Mobile cloud, Yrjö Raivio
26.3. Substitution of mobile services, Olli Mäkinen
9.4. Google business case, Matti Leppänen
16.4. Summary, Sakari Luukkainen
22.5. Examination
Course agenda
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• Motivation
• Mobile challenges
• Mobile offloading
• HTML5
• Open APIs
• Interactivity!!!
Learning objectives
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Mobile access doubled in a year
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Source: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/b#mobilepageviews
Mobile data usage grows exponentially
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Source: Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017
Mobile ARPU goes down
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0 %
5 %
10 %
15 %
20 %
25 %
30 %
35 %
40 %
0
5
10
15
20
25
30
35
40
2003 2004 2005 2006 2007 2008 2009 2010 2011
Chu
rn (%
)
AR
PU
(€
)
Year
TeliaSonera mobile ARPU and churn in Finland
Voice SMS Non SMS Data Churn
Number
portability
No lock-in with No lock-in with
3G bundle
anymore
Mobile World Congress 2013
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Mobile challenges
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• Variable reliability, less throughput, longer latency
• Limited resources, example Dell Desktop vs. iPhone 4
• 3 times less processing power
• 8 times less memory
• 5 times less storage capacity
• 10 times less network bandwidth
• But mobiles are always with you and provide context data (location, sensor data, camera)
Source: http://www2.alcatel-lucent.com/blogs/techzine/2010/mobile-cloud-computing-challenges/
Battery is the bottle neck
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• Less new services
• More frequent charging
• Physically larger battery
• More energy efficient chips
• Intelligent methods
• Radical battery inventions
• HTML5
• Cloud Computing
Energy
consumption
2000 2005 2010 2015 2020
Basic services (voice,SMS)
New
services
Navigation
Multimedia
Social media Web
Battery
capacity
3D NOK
NOK
NOK
OK
OK
?
Source: professor Jukka K. Nurminen
?
?
Cloud computing saves the world?
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1. Network bandwidth strategy: Bring content closer to mobile broadband through regional data centers or other means
2. Network latency strategy: Move application processor nodes to the edge of mobile broadband, and/or deploy application bandwidth optimization
3. Battery-saving strategy: Cloning the device in the network for compute- and energy-intensive management tasks such as automatic virus scanning of mobile devices
4. Mobile cloud application elasticity: The dynamic optimization of application delivery and execution between the device and the network
How to apply clouds to mobiles
Source: http://www2.alcatel-lucent.com/blogs/techzine/2010/mobile-cloud-computing-challenges/
Mobile Offloading:
Computation vs. Communication
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Source: B.-G. Chun & P. Maniatis, ”Augmented
Smartphone Applications Through Clone Cloud
Execution”, HotOS 2009
Source: Kumar & Lu, ”Cloud Computing for Mobile Users:
Can Offloading Computation Save Energy ”, Computer,
April 2010.
Definitions
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• Mobile Cloud Computing (MCC): mobile apps are processed and data stored in a cloud rather than on the native handset, referred as Mobile Computing (MC)
• Mobile Offloading: moving data, code block or virtual machine from mobile to cloud or vv.
• Using mobile context to enhance cloud based services (Hyrax, Cuckoo, ThinkAir, MAUI, CloneCloud, Blaast, iCloud, Silk, Opera Mini..)
Cloud
End users
Mobile
Offloading
Blaast
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• Java enabled feature phones
• Special adapter SW in phone and cloud
• Developping countries with low smart phone penetration
• Part of data processing in cloud
• Reduces data consumption
• Improves phone ”intelligence”
• Similar solution to Opera Mini browser
• Opportunity window closing?
• Impact of data pricing?
• The web is not just text and pictures
• Applications and multimedia require more than is available by HTML4.01 or XHTML1.1
• Browser plug-ins like Flash, Shockwave, Java(FX), Silverlight and others filled that gap
• However, extra work + security risks
• HTML5 = HTML5 (content) + CSS3 (look) + JavaScript (operability)
HTML5
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Standardization status
http://html5test.com/ http://mobilehtml5.org/
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• HTML5 enforces operators’ position compared to Apple and Google because power of Apps Stores will weaken – or will it?
• Web apps adapt to mobile screen size
• HTML5 features interesting for mobile environment
• Connectivity
• Web Real Time Communication (WebRTC)
• Offline functionality
• Device APIs
• Security?
Mobile environment
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• “Imagine a world where your phone, TV and computer could all communicate on a common platform. Imagine it was easy to add video chat to your web application.”
• Enable rich, high quality, RTC applications to be developed in the browser via simple JavaScript APIs and HTML5
• Uses the following APIs:
• MediaStream: get access to data streams, such as from the
user's camera and microphone
• PeerConnection: audio or video calling, with facilities for
encryption and bandwidth management
• DataChannel: peer-to-peer communication of generic data
WebRTC features
• Voice can be easily integrated into any service, faith of IMS?
• Click to Dial - company’s web site is the front end, not the exchange number
• New CRM (Customer Relationship Management) methods
• Phone can simultaneously run several parallel clients
• Video telephony easy to implement
• New opportunities: advertising, gaming
• QoS, directory services, performance?
WebRTC impact to mobile domain
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Inspired by Alan Quayle
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• Camera, microphone, audio, video
• Network type
• Messaging
• Geolocation
• Accelerometer, vibration
• Battery
• Sensor (temperature, humidity, light, pressure, proximity, noise)
• Calendar, contacts
Device APIs
Source: http://www.w3.org/2009/dap/
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Open APIs exist everywhere
Source: http://www.programmableweb.com/
Social media
Hobbies
Context
Ecommerce
& advertizing
Emergency
Public
sector
Travelling
Public
transportation
B2B
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Public commutation:
– http://developer.reittiopas.fi/pages/en/home.php
– http://mak.hsl.fi/
– http://busbus.nypon.fi/
Helsinki Region Service Map:
– http://www.hel.fi/palvelukartta/?lang=en
Helsinki Region Infoshare:
– http://www.hri.fi/en/
Maps:
– http://kansalaisen.karttapaikka.fi/kartanhaku/osoitehaku.html?lang=
Ski tracks:
– http://www.mski.fi/helsinki/
Air pollution:
– www.ilmanlaatu.fi/
Example of Public Sector APIs
Big Data vs. Privacy
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Source:
LastFM/Xtract
Source: Zokem
Social networks and mobile operators
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The Sharing Economy
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Try and error
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Chimpanzee Ayumu
Source: BBC
Mix
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Mark Zuckerberg Arpad Elo
+
• Predicting the future is impossible, correct timing is even more difficult - better try and fail fast
• Pay-per-use contra flat rate approach with mobile data may have a big impact to mobile innovation
• Keep data in mobile or network, minimize transfers
• Interoperability between various devices is a must
• HTML5! – Performance?
• Open data, Big data
• Where is the money?
Summary
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