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

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

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