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

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
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

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
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
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

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
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

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
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”
Page 11

Key Areas of Focus
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
Page 13

Thank You!
www.openwave.com
Booth# 105
anand@openwave.com