mobile phone development
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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. - PowerPoint PPT PresentationTRANSCRIPT
Mobile phone development
Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies
Conclusions – personal view
3G Concept phone (2000)
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
Accelerating handset performance (technology) Infrastructure and service delivery mechanisms (3G,
WLAN, WIMAX, IMS etc.) Ultra low cost handsets (<$30) Operators and content providers looking for sustainable
business models Games, music, films, news etc.
World wide impact of the Chinese mobile industry Battle to dominate the mobile screen Drive to standardise handsets between vendors Microsoft
The mobile “real estate” High price for hot property – who will
dominate the mobile screen? Manufacturers? Operators? International media players? Regional players? Microsoft? “I decide” – personalised content
The screen is the key User loyalty comes through positive
experiences Usability, simplicity, utility,
attractiveness and reliability All actors have a need to promote
themselves, the question is how do we share this space?
How can content providers benefit from the mobile experience?
Example: Mobile newspaper experience
Large number of of Norwegian newspapers have mobile internet pages
Operators have the default mobile portal The user must actively find the newspaper portal
Challenging for newspapers to position themselves on the mobile screen1. 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
Telenor portal:
Operator attempt for standardisation
Effort to overcome standardisation problems for content on mobile phones:
Open Mobile Terminal Platform alliance Purpose is to standardise mobile handsets to
ease creation of services and application ease terminal management Make it easy to control the user interface
First release of OMTP compliant mobile phones scheduled for Q1 2006
Desire to achieve standardisation without two players taking it all (e.g. Intel & Microsoft)
OMTP
To what extent will the handsets be standardised?Not 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 Eg. Reduce the variety of screen sizes / resolutions
etc Agree on codecs (picture, video, voice formats)
Will help ensure that services will work end-to-end and on terminals from different manufacturers
Will 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
A force to be reckoned with Won all battles so far (Windows, IE, MS Office, Windows
Media player(?), Exchange (?)) Main strength is the link between the pc / servers and the handset
(Active Sync, Exchange) Nokia licensing of Active Sync
Potential 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
Exchange server today, Live Communication Server 2005 tomorrow Real time collaboration tool Presence information as an integrated part of the office
tools (including MS Office) Mobile handset (Smartphones) fully integrated into the
corporate environment Telecommunications services fully integrated into the
traditional mail server In the future corporate environment you will not be able to choose
your own handset, you will be given a MS phone… 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
Mobile email: The possibility to offer a full email experience on mobile handsets. Not ‘wap’ or browser based solutions Not only mail, but also contacts and calendar
Mobile email in the SME segments expected to be a considerable driver for mobile data traffic in the short and long term Potentially the killer application for 3G toward the business
segment? Operator friendly commercial solutions are available from
several vendors Solution providers recognise the importance of the operator
customer base and branding Mobile email can be supported on a wide range of handsets Major carriers have already launched mobile email
solutions (Vodafone, O2, TMobile, Telenor) A service well suited for the entire business segment
From SoHo to corporate
Mobile email solutions are complex
Requires installation of client software on your handset Requires operator to install connection centre servers Requires installation of software inside the corporate
firewall
But: Useful tool that enables you to stay always connected
and updated Increases staff flexibility and efficiency Reduces need for use of data cards with PCs
Mobile SAP – access to company internal systems
Mobile workforce management Enable field staff to connect to company internal systems Accept, effectuate and report status on orders Flexible use of field forces
Connected with proximity technologies like RFID it will improve the quality control of actual field force movement (and execution)
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
Purpose: Remove barriers to use wap (mobile internet) servicesEasy access to news etcAccess to your subscription data (last
call cost, bills etc.) Simple menu designed by operator but
implemented by manufacturer Large volumes to achieve economy of
scale
Open OS create new opportunities
Plethora of more or less useful applications available for open OS phonesNokia developer forum etc.
New types of frameworks are emergingAction Engine, Freedom,
Surfkitchen, Opera PlatformFocus on delivering services from
third parties rather than applications
How to make advanced services available? Barriers to use of mobile Internet services
What is there? How to find mobile services? Navigation is difficult Customers believe usage implies high cost
Traditional portals: customer must come to you Is it possible to turn this around?
3 months piloting of 100 users with access to active desktop “Bring the portal to the customer” “Push” services Software that takes over the user interface Co-operation with Opera
The opportunity to bring content and services closer to the customers` attention
An active desktop is taking over the home screen of the phone and presenting a new front-page and service menu:
Content teasers (news, weather and advertisement banners) on the front-page
News pushed to the end user every 45 minutes Immediate access to pre stored and updated content
through clicking on teasers Upload of Photos and Contact List to web portal
Reversed MMS news / blogging
Combining useful phone applications and online content in an operator service menu
Restaurant guide, concerts, TV listings etc.
The “content provider phone” is fully possible
Users prefer active desktop and push services
Active desktop creates a need for daily update of news and entertainment
Users wish to personalise their news categories
The active desktop is preferred to the phone manufacturers’ frontpage
Active desktop is seen as a simpler and more accessible concept than WAP
From 12% active WAP users before pilot to 75% active WAP users after the pilot
Users missed active desktop after conclusion of pilot
Client based portal
Client based solution Software which takes over the user interface of the
phone Pro:
You can define the look and feel of the idle screen You can communicate effortlessly with external
servers to retrieve and distribute information You can provide secondary functions (backup,
uploads, mail etc) Con:
It only works on specific handsets The user is online at all times (battery issue) Cost of data traffic Handsets are unstable
Near field communication – service triggering
Look for opportunities in new concepts.
Near field communication – service triggering
Deloppgave 1
Studer hva tjenestetilbydere tilbyr av mobile tjenester og konsepter til bedriftsmarkedetFor hvem?Hva?
Sammenlign de forskjellige tilbyderene
Hver gruppe presenterer sine resultater 7 oktober
Deloppgave 2
Velg en tjenestetilbyder og gå i dybden på hva den leverer
Studer en av deres kunderVelg en brukergruppeHvordan bruker de tjenestene?Hvordan passer det med hvordan de jobber?Hva kunne de ha tenkt segHva vurdere dere som mulig å levere.
Ta hensyn da til hvem som skal levere, drifte etc Prosjektoppgaven skal inneholde både 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
Diverse portfolio of handsetsMade to measure and mainstream handsets
Hardware commoditySoftware and connectivity the differentiating factor
Proximity technologies for service initiation will become important
Payment, identification and authorisation Increased utility focus Increased mobile – pc communication
Some thoughts for the future
Personal forecastWindows will win the corporate / business segment
where access to company data is essentialSymbian (Nokia) will be pushed down and dominate
the advanced handset market (at least in Europe)Significant growth in low cost handsets (< $30)
production for emerging marketsManufacturers will continue to distribute mass market
devices based on proprietary OS for the foreseeable future due to licensing costs
Handsets will gradually become OMTP compliant with increased standardisation across manufacturerers