Arabcom 2004 “ What mobile data services will bring success for GPRS and revenues to the mobile operators, and how do we e...
We need to evolve the basis on which we compete Network Services Experience / customer mgmt Voice GSM Competing on network...
masterQUEST an evolution of QUEST7
Internet is a Point of  Technology Convergence Information Technology Traditional Media Telecom Computer Software On-Line ...
802.16 WLAN Hot Zone All –IP Mobile Network  Rural Broadband WLAN Mesh IP Core network Small number of QoS classes 802.20 ...
What end users are looking for positioning info, maps news sports results game mms payment 8  stocks banking PIM video cha...
Mobile Commerce How? Price per click or flash New revenues will come from m-commerce and m-advertising End users Customise...
Mobil Internet Game Portal:   Per Minute Charge  “ Flipper Charge” E-commerce:   Commission Charge E-mail: Per message cha...
www.CNN.dk via IP-protokol + TV broadcast!
Projection of Service Revenue  Source: OVUM 3 rd  Gen Mobile
What mobile services are offered by mobile operators today?
SMS in the Philipines VOICE66.1% SMS 33.9% DEC 2000 SEPT 2001 VOICE50% SMS 50%
KPN Mobile one of five mobile operators  in The Netherlands (16 mln. People) <ul><li>80 % market penetration in The Nether...
<ul><li>Launched in 1998, third entrant, 22% market share </li></ul><ul><li>Focus on value, disruptive offerings and brand...
About Optimus <ul><li>Over 11% of Optimus revenues now are generated by data services. </li></ul><ul><li>Optimus Zone is a...
The Mobile IP services of radiolinja <ul><li>   </li></ul><ul><li>  </li></ul>
Most people spend little time using their mobile phones 0 1 2 3 4 5 Average daily minutes of use in 2001 for selected Voda...
Japan I- mode shows that  consumer take-up of data services  is driven by communications needs Voice Only Voice & Data Feb...
” QoS” = The demand of the future user for services via GPRS ! <ul><li>The user expect quality! </li></ul><ul><li>The serv...
What is GPRS ? <ul><li>GPRS (General Packet Radio Service) is a packet oriented data service for IP over GSM networks </li...
GSM/GPRS network interfaces BSC MSC/VLR MSC HLR Um Abis A MAP MAP-D PSTN BSS BTS BTS BTS Other PLMN SGSN GGSN GGSN Gb Gs G...
Quality problems in GPRS performance <ul><li>Packet Loss </li></ul><ul><ul><li>What percentage of packets make it from end...
Factors that define GPRS QoS (cont’d) <ul><li>Distance from cell impacts Quality of Service </li></ul><ul><li>Roaming betw...
End-to-End Data Path Testing  - What is needed? MS 1 PDN Um Gb Gn Gi SGSN GGSN BSC <ul><li>Passive testing - Diagnose prob...
GPRS QoS Sample Intrusive Measurement - Latency <ul><li>User can view latency for various IP flows </li></ul><ul><li>Minim...
GPRS QoS Sample Passive Measurements - Round Trip Time and Data Flows
GPRS QoS - Summary and Conclusion <ul><li>Summary </li></ul><ul><ul><li>GPRS Service Quality is effectively the same thing...
The Ambient Intelligent Landscape Application Servers Management Servers Transport and Packet Switching infrastructure PST...
User perspectives > 2012 <ul><li>Mobility  </li></ul><ul><ul><li>Increasing personal mobility enforces mobile sector </li>...
Service Creation The exploit of UMTS will come from the taking up of new data service
UMTS Value Chain <ul><li>3G/UMTS is creating  new   business with  new  frequency spectrum,  new  services,  new  customer...
Conclusion of mobile services <ul><li>Voice will be the dominant service for years! </li></ul><ul><li>Mobile data services...
Thank you!
Composition of Internet Traffic  (2000 – 2005)
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  • Recognising that technology is not what customers buy, we need to be sure we understand what they do buy. When mobile voice was the only service and was synonymous with the network, we competed on the basis of the underlying network. Coverage and network quality were major points of differentiation. Today there are still vitally important but not enough alone. The basis of competition has moved on to services. Customers are interested in a wider range of services from their mobile supplier. In the future the basis of competition will probably evolve further to the point where it is more about the customer experience. Customers will go to the brand they trust, to the service provider who is best able to personalise the services to met their needs etc. In this environment there will be services provided by the mobile operator directly plus a wide range of services sourced from third party partners.
  • What else can we learn from the current market? Mobile voice has a lot further to go. The average mobile customer speaks on the phone for less than 5 minutes a day. Expenditure on mobile services has increased but is still just a very small part of household expenditure. And even that average hides a huge variation across the customer base as illustrated in the graph on the right. More than 50% of prepay users are very occasional mobile customers, although the top 20% of prepay customers use the phone much more than the average post pay customer. So it is very dangerous to generalise about the market and customer base when thinking about new mobile services.
  • Source: CSFB, Sep 2000 This European picture is not that different to the Japanese one. Data penetration is still ahead in Japan. It was at about 50% penetration (ie the current European level) in Feb 2001 and has now increased to over 70%. The main application is messaging. Of the content services the same types of applications are seen, namely ringtones and games.
  • Transcript of "Presentation"

    1. 1. Arabcom 2004 “ What mobile data services will bring success for GPRS and revenues to the mobile operators, and how do we ensure an useable QoS to satisfy the customer ?” Professor Ole Mørk Lauridsen, M.Sc.E.E, Corporate Business Development , NetTest
    2. 2. We need to evolve the basis on which we compete Network Services Experience / customer mgmt Voice GSM Competing on network Technology-driven organisation dialtone, billing Competing on services Product mgmt-driven organisation GSM Voice SMS WAP dialtone SMS browser billing Competing on customer value Customer service-driven organisation GSM GPRS 3G wLANs charging & billing security & trust branding personalisation … many & diverse services… ‘ look & feel’
    3. 3. masterQUEST an evolution of QUEST7
    4. 4. Internet is a Point of Technology Convergence Information Technology Traditional Media Telecom Computer Software On-Line Information Convergence Frontier Cable/ Distribution Consumer Electronics Entertainment Media Custom Publishing INTERNET Transport Hardware Software Content Convergence Represents the Rapid Coming Together of a Wide Range of Formerly Distinct Industries
    5. 5. 802.16 WLAN Hot Zone All –IP Mobile Network Rural Broadband WLAN Mesh IP Core network Small number of QoS classes 802.20 Data and VoIP UTRAN 2G/3G Cellular Converged Data/VoIP terminal PSTN GGSN GMSC Global Internet
    6. 6. What end users are looking for positioning info, maps news sports results game mms payment 8 stocks banking PIM video chat music email a2a ads
    7. 7. Mobile Commerce How? Price per click or flash New revenues will come from m-commerce and m-advertising End users Customised portal channels Sports Tickets News Revenues from m-commerce <ul><li>Transaction fees from retailers for access to: </li></ul><ul><li>Information </li></ul><ul><li>Entertainment </li></ul><ul><li>Ordering/reservations </li></ul><ul><li>Financial services </li></ul>Revenues from selling portal space Filters Time Location Customer profile
    8. 8. Mobil Internet Game Portal: Per Minute Charge “ Flipper Charge” E-commerce: Commission Charge E-mail: Per message charge Mobile Bank Account: Commission charge Music Portal: Hosting Charge Directory service: Per Request Charge Telephone call: Prepaid or per minute charge Advertisement: Advertisement charge
    9. 9. www.CNN.dk via IP-protokol + TV broadcast!
    10. 10. Projection of Service Revenue Source: OVUM 3 rd Gen Mobile
    11. 11. What mobile services are offered by mobile operators today?
    12. 12. SMS in the Philipines VOICE66.1% SMS 33.9% DEC 2000 SEPT 2001 VOICE50% SMS 50%
    13. 13. KPN Mobile one of five mobile operators in The Netherlands (16 mln. People) <ul><li>80 % market penetration in The Netherlands </li></ul><ul><li>40 % of the market share </li></ul><ul><li>A GSM 900 and GSM 1800 network </li></ul><ul><li>GPRS since October 2001 </li></ul><ul><li>GPRS services: </li></ul><ul><ul><li>Internet Everywhere </li></ul></ul><ul><ul><li>I-mode </li></ul></ul><ul><ul><li>MMS </li></ul></ul>
    14. 14. <ul><li>Launched in 1998, third entrant, 22% market share </li></ul><ul><li>Focus on value, disruptive offerings and brand </li></ul><ul><li>3 consecutive GSM awards by the GSM Association </li></ul><ul><li>Key milestones: </li></ul>About Optimus <ul><ul><li>WAP Portal (February 2000) </li></ul></ul><ul><ul><li>GPRS ( June 2001 ) </li></ul></ul><ul><ul><li>MMS ( June 2002 ) </li></ul></ul><ul><ul><li>LBS (October 2002) </li></ul></ul><ul><ul><li>Wireless Java ( August 2002 ) </li></ul></ul><ul><ul><li>Multimedia Portal ( June 2003 ) </li></ul></ul><ul><ul><li>Video streaming ( June 2003 ) </li></ul></ul><ul><ul><li>UMTS (pre-commercial January 2004) </li></ul></ul>Best GSM service for customers Best technical innovation GSM in the community
    15. 15. About Optimus <ul><li>Over 11% of Optimus revenues now are generated by data services. </li></ul><ul><li>Optimus Zone is already a major driver of data traffic and service revenue growth. </li></ul>
    16. 16. The Mobile IP services of radiolinja <ul><li>   </li></ul><ul><li>  </li></ul>
    17. 17. Most people spend little time using their mobile phones 0 1 2 3 4 5 Average daily minutes of use in 2001 for selected Vodafone Opcos 0 10 20 30 40 50 Distribution of daily paid usage in minutes for non-contract customers (sample European Opco) 0% 100% 20% 40% 60% 80%
    18. 18. Japan I- mode shows that consumer take-up of data services is driven by communications needs Voice Only Voice & Data Feb-00 Feb-01 0 20 40 60M Mobile subs in Japan 11% 53% Web Email Database Transaction Information Other entertainment Games/fortune telling Ringing tone/screen saver download Data usage Web usage 0 20 40 60 80 100% Percent of total usage time
    19. 19. ” QoS” = The demand of the future user for services via GPRS ! <ul><li>The user expect quality! </li></ul><ul><li>The services must offer value for money and function seamless! </li></ul><ul><li>Security is always fulfilled </li></ul><ul><li>The service provider must quaranty the total chain </li></ul>User satisfaction Quality Value Service
    20. 20. What is GPRS ? <ul><li>GPRS (General Packet Radio Service) is a packet oriented data service for IP over GSM networks </li></ul><ul><li>GSM is circuit switched and inefficient for IP traffic </li></ul><ul><ul><li>IP traffic is bursty in nature </li></ul></ul><ul><ul><li>Circuit consumes resources even when no traffic is being sent </li></ul></ul><ul><li>GPRS hides the circuit switched nature of GSM and uses resources more efficiently </li></ul><ul><ul><li>Always on without consuming resources </li></ul></ul><ul><ul><li>Use of “multiple timeslots” allows for higher bandwidth than conventional GSM services </li></ul></ul>
    21. 21. GSM/GPRS network interfaces BSC MSC/VLR MSC HLR Um Abis A MAP MAP-D PSTN BSS BTS BTS BTS Other PLMN SGSN GGSN GGSN Gb Gs Gr Gn Gp Gi PDN Gc GPRS
    22. 22. Quality problems in GPRS performance <ul><li>Packet Loss </li></ul><ul><ul><li>What percentage of packets make it from end to end? </li></ul></ul><ul><ul><li>Where are the packets lost? </li></ul></ul><ul><li>Throughput </li></ul><ul><ul><li>How many packets per second or bytes per second can be transferred from end to end with no frame loss? </li></ul></ul><ul><li>Latency </li></ul><ul><ul><li>What is the delay in propagation for a packet from the mobile station to the Gi interface (and vice versa)? </li></ul></ul><ul><li>Jitter </li></ul><ul><ul><li>What is the statistical variation in the Latency measurements? </li></ul></ul><ul><li>Sequencing </li></ul><ul><ul><li>Do the packets arrive in the order in which they were transmitted? </li></ul></ul>
    23. 23. Factors that define GPRS QoS (cont’d) <ul><li>Distance from cell impacts Quality of Service </li></ul><ul><li>Roaming between cells and SGSNs </li></ul>CS 4 CS 3 CS 2 CS 1 BTS
    24. 24. End-to-End Data Path Testing - What is needed? MS 1 PDN Um Gb Gn Gi SGSN GGSN BSC <ul><li>Passive testing - Diagnose problems with in-service networks </li></ul><ul><ul><li>Use your customer’s traffic to track network performance Diagnose network problems </li></ul></ul>BTS Abis IP Packet IP Packet
    25. 25. GPRS QoS Sample Intrusive Measurement - Latency <ul><li>User can view latency for various IP flows </li></ul><ul><li>Minimum, maximum and average all on one graph </li></ul><ul><li>Numerical stats available as well </li></ul><ul><li>All exportable to Microsoft Binder for report generation </li></ul>
    26. 26. GPRS QoS Sample Passive Measurements - Round Trip Time and Data Flows
    27. 27. GPRS QoS - Summary and Conclusion <ul><li>Summary </li></ul><ul><ul><li>GPRS Service Quality is effectively the same thing as IP QoS </li></ul></ul><ul><ul><ul><li>Difference lies in factors that affect GPRS QoS </li></ul></ul></ul><ul><ul><li>Two methods of testing </li></ul></ul><ul><ul><ul><li>Intrusive testing - Active generation of traffic to simulate real world scenarios </li></ul></ul></ul><ul><ul><ul><ul><li>Lab tests of equipment </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Provisioning of networks </li></ul></ul></ul></ul><ul><ul><ul><li>Passive testing - Isolate QoS problems in deployed networks where customers supply test data </li></ul></ul></ul><ul><ul><ul><ul><li>Investigation of customer complaints </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Network Optimization </li></ul></ul></ul></ul>
    28. 28. The Ambient Intelligent Landscape Application Servers Management Servers Transport and Packet Switching infrastructure PSTN & Mobile Wireless Internet & Packet Traffic
    29. 29. User perspectives > 2012 <ul><li>Mobility </li></ul><ul><ul><li>Increasing personal mobility enforces mobile sector </li></ul></ul><ul><li>Applications </li></ul><ul><ul><li>Users expect mobile applications comparable to the home </li></ul></ul><ul><ul><li>Variety of services and applicationsConvenience and high security will support a wide acceptance </li></ul></ul><ul><li>Business </li></ul><ul><ul><li>Mobile communications will increase its impact on business </li></ul></ul><ul><ul><li>(e-commerce, optimized business processes) </li></ul></ul><ul><li>Terminals </li></ul><ul><ul><li>The variety of terminals will increase, from low end to high end, for different scenarios </li></ul></ul>Source: Siemens AG
    30. 30. Service Creation The exploit of UMTS will come from the taking up of new data service
    31. 31. UMTS Value Chain <ul><li>3G/UMTS is creating new business with new frequency spectrum, new services, new customer segments, new revenue stream and new players. </li></ul><ul><li>In this new value chain, the task will rise on content providers and value added aggregators. </li></ul>
    32. 32. Conclusion of mobile services <ul><li>Voice will be the dominant service for years! </li></ul><ul><li>Mobile data services will be: </li></ul><ul><ul><li>E-mail access </li></ul></ul><ul><ul><li>Internet, standard access </li></ul></ul><ul><ul><li>MMS and gaming </li></ul></ul><ul><li>In five years, data service revenue will be half of mobile income! </li></ul><ul><li>To earn money, the QoS must be in top from the very start </li></ul><ul><ul><li>The operator must monitor the network from the start </li></ul></ul><ul><ul><li>UMTS will arrive as the capacity expansion for GSM/ GPRS! </li></ul></ul>Several network technologies are evolving in parallel, with different characteristics: bandwidth, transmission reach, terminals and services ….
    33. 33. Thank you!
    34. 34. Composition of Internet Traffic (2000 – 2005)
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