How Developers can Capitalize on the coming Mobile Data Tsunami - Openwave 2009

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How Developers can Capitalize on Opportunities presented by the Mobile Data Tsunami.
(keynote delivered at the Sprint ADP Conference October 28, 2009)

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How Developers can Capitalize on the coming Mobile Data Tsunami - Openwave 2009

  1. 1. How Developers can Capitalize on the Coming Mobile Data Tsunami<br />Anand Chandrasekaran<br />Director of Product Management (Ecosystem)<br />Openwave Systems<br />October 28, 2009<br />
  2. 2. Openwave Vision<br />Mobilizing the internet to transform the way the world works and plays beyond our imagination <br /> © 2009 Openwave Systems Inc.<br />Page 2<br />
  3. 3. There are waves… then there’s the Tsunami<br />Skyrocketing Bandwidth Consumption<br />1 3G Tethered Laptop = 450 Feature Phones<br />1 Smartphone = 30 Feature Phones<br />Source: Strategy Analytics, Cisco VNI <br /> © 2009 Openwave Systems Inc.<br />Page 3<br />
  4. 4. The Story of Us - 10 yrs. in development<br />Then<br />Now<br />Next<br />Walled Gardens<br />Off-Deck Apps<br />Integrated Development and Monetization<br />App. Stores<br />On Deck <br />Monetize<br /><ul><li>Monetized by advertising (not premium downloads)
  5. 5. More consolidation
  6. 6. Grow or fail fast
  7. 7. Lack of analytics
  8. 8. Long dev. cycles
  9. 9. Lack of security standards
  10. 10. More integrated options
  11. 11. Not just iPhone apps</li></ul> © 2009 Openwave Systems Inc.<br />Page 4<br />
  12. 12. Data Tsunami leads to Ecosystem Transformation<br />Voice<br />SMS<br />Ringtones<br />Browsing<br />Augmented Reality<br />Converged<br />M2M / M2P<br />Services & Applications<br />Apps - View of the network pipe and leverage <br />Monetization into the app’s design<br />Monolithic Apps<br />Personalized & Integrated Apps<br />Service Enablers<br />Loosely Coupled Integrations Options that <br />Provide the best TCO<br />Stovepipes<br />Centralized Control<br />Integrated Enablers<br />Managed Control<br />IMS<br />Smart Core<br />Core & Edge Network<br />Rethinking core apps in light of Internet centricity<br />and context awareness <br />Connectivity Centric<br />Internet centric / Contextually Aware<br />Backhaul & Access<br />Narrowband Usage<br />Broadband usage<br />Machine to Machine and device convergence <br />opportunities<br />Devices<br />Voice Centric Device<br />100 kbps bandwidth<br />Media/Data Centric Device (s)<br />10 Mbps bandwidth<br /> © 2009 Openwave Systems Inc.<br />Page 5<br />
  13. 13. Service Management Platform<br />v<br />Mobile Analytics<br />Mobile Internet <br />Services<br />OPERATOR<br />Smart Services =<br />Smart Pipe<br />Advertising Solutions<br />Ecosystem Vision<br />- Unlock knowledge in the network<br />- Enhance operator capability<br />- Open to the mobile ecosystem<br /> © 2009 Openwave Systems Inc.<br />Page 6<br />
  14. 14. Developers: it’s your time!<br />MONITOR network traffic and subscriber behavior<br />MONETIZE<br />the<br />experience<br />MANAGE<br />bandwidth,<br />remove <br />latency<br />35%<br /><ul><li>Without Acceleration
  15. 15. With Acceleration</li></ul> © 2009 Openwave Systems Inc.<br />Page 7<br />
  16. 16. Sprint as a Strategic Partner<br />CDMA<br />MAG Internet Gateway<br />Commercial Location<br />E911 Emergency Location<br />SMS Messaging<br />OpenWeb adaptation<br />User Directory<br />Push Proxy Gateway<br />iDEN<br />MAG Internet Gateway<br />Commercial Location<br />Multimedia Messaging<br />User Portal<br />Two-way messaging<br />Push Proxy Gateway <br /> © 2009 Openwave Systems Inc.<br />Page 8<br />
  17. 17. Case Study: apps ecosystem at SprintOnline at: http://developer.sprint.com<br />Superior User Experience<br /><ul><li>~ 70% enhanced by location driven value
  18. 18. 400+ location apps available; 100M TPCs today</li></ul>Multiple Platforms<br /><ul><li>Works across the device portfolio
  19. 19. Location infra ranges from Cell ID to A-GPS (based on need for precision)</li></ul>Improved ARPU<br /><ul><li>Specific areas like Navigation, MRM, Child-tracker
  20. 20. Next generation apps. that location as “oxygen”
  21. 21. Better user experience drives usage</li></ul> © 2009 Openwave Systems Inc.<br />Page 9<br />
  22. 22. Bob: Adult<br />Unrestricted<br /><ul><li>Personal
  23. 23. Open Web
  24. 24. Advertising</li></ul>Carla: Teen<br />Alternate Service<br /><ul><li>OpenWeb
  25. 25. Guardian</li></ul>Integra Service Management Scenario<br />SM SDK -<br />Your service?<br />Open Streaming<br />Application Acceleration<br />Open Web / Media<br />Discovery & Advertising<br />Guardian<br />Passport<br />Other 3rd Party Apps<br />Service Enabling Platform<br />Core Gateway<br />Tom:Simple data plan; Passport<br />IP<br />WAP<br />HTTP<br />WAP1<br /> © 2009 Openwave Systems Inc.<br />Page 10<br />10<br />
  26. 26. Smart Analytics Scenario<br />Log Data<br />Reporting<br />MAG / MMSC / Location<br />Targeting<br />Analytics <br />Real-time Feeds<br />Discovery<br />Sampling / KPIs <br />External Views<br /><ul><li> Content Owners
  27. 27. Advertisers
  28. 28. Developers
  29. 29. Media Planners</li></ul>User Targeting<br /><ul><li> Advertising Support
  30. 30. Enhanced Reporting
  31. 31. User Segmentation
  32. 32. Auto Categorize sites</li></ul>User Services<br />“What’s Hot”<br />“My Favourite Sites”<br />“Top News”<br />“Recommend Sites”<br />“Top Searches”<br /> © 2009 Openwave Systems Inc.<br />Page 11<br />
  33. 33. Key Areas of Focus<br /> © 2009 Openwave Systems Inc.<br />Page 12<br />
  34. 34. Operator led Service Enablers<br />Extend Operator assets for all<br />Advertisers<br />Developers<br />Service Owners<br />Content Owners<br />Location APIs<br />Messaging APIs<br />Integra SDK<br />Analytics APIs<br /> & Reporting<br /> © 2009 Openwave Systems Inc.<br />Page 13<br />
  35. 35. Thank You!<br />www.openwave.com<br />Booth# 105<br />anand@openwave.com<br />

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