Mobile phone development

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)




Emerging mobile technologies – new business opportunities


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?

http://www.nokia.com/index

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






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






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






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

Documents

Mobile phone development