IIR - Mobile Content and Services (June 2007 @ Berlin)

IIR - Mobile Content and Services Identifying and overcoming the technical and business challenges for deploying mobile Internet Datum Name, Funktion Berlin, 26 June 2007 Dr. Martin Widmer – namics ag / Publigroupe

Agenda

Drivers & Hurdles

Customer Needs & Internet Usage

Mobile Operator and the Internet

Revenue Drivers – with Example of Mobile Advertising

What about Security

Drivers & Hurdles

Challenge: Broad Device Base Tablet PC Connected devices PMA PDA PDA phones High-End smart phones Mass market smart phones Mass market phones WLAN (nomadic) Real Mobile

Rogers: Adoption of Innovation (3G devices) … . Innovators 2.5% Early Adopters 13.5% 34% 34% 16% Laggards Late majority Early majority Adoption time of innovations

Example: Mobile Internet (Banking) Optimized HTML Version (Quotes) Not optimized Opera Mini 3.0 HTML Version (www.ubs.com)

Open Darwin (Nokia S60 3rd Edition Browser)

HTML 4.01, XHTML 1.0, CSS 1, 2, 3 (partially), DOM 1, 2, SVG-Tiny

Netscape style plug-ins such as FlashLite and audio

Mobile Internet Design

Mobile Internet design

Integration other systems (CMS, DMS)

Common Look & Feel / URL

Different display and interaction possibilities

Nokia Series 40 2nd Edition (Nokia 6230) Nokia Series 60 2nd Edition (Nokia 6680) Nokia Series 60 3nd Edition (Nokia N70, Opera Mini) Windows / Palm / Black Berry

XHTML:

Text

Picture

Vertical lists

XHTML:

Text

Picture

Vertical lists

HTML (Mobile version):

All Web technologies

Less content then desktop

Simpler navigation

Larger presentation of site elements

Escape to desktop

HTML (Mobile version):

All Web technologies

Less content then desktop

Navigation vertical (tab navigation)

Escape to desktop

namics Mobile Portal Solution

Multi browser support (6778 User Agents)

CMS integration (into Authoring tools)

Personalisation (MSISDN, Cookies)

http://http://lab.namics.com/mobileasp/

namics Mobile Portal Solution

URL Concept

Desktop URL: http://www.gkb.ch/internet/home.nsf/PageID/news

Mobile URL: http://mobile.gkb.ch/news

Why?

History / Bookmarks

Have to be logical

SEO: Should not use a lot of space

Example Project: Wire Frames

Example Project: Mock-ups > Final Designs 1. 2.

Technical challenges

Testing, Testing, Testing …

Limited technical information (about problems)

Multiple Templates vs. one customer view

Wide technical standard base

Old standards: SMS, MMS

New standards: Parlay, SIP

Client side: J2ME, FlashLite, XHTML, HTML, CSS, AJAX

User adoption (promotion, Google)

No i-mode approach (technologies are not matching together) >> consequences: Gateways (expensive)

Customer Needs & Internet Usage

Opera Mini

16 mio. downloads

Every website (well structured) over conversion proxy

Front page RSS Print view

Widsets – Mobile Web 2.0

1 mio. users

Java client with web-based customisation

Hype? Dot.Mobi Examples http://showcase.mtld.mobi/

mtld.mobi / BMW.mobi (Alexa) Google Mobile BMW Websites

Internet Players have entered the Arena

Yahoo Go! – Mobile Web 2.0

Based on technologies like

Internet (Browsing)

XHTML

HTML

AJAX

Applications

Java (J2ME)

Symbian

FlashLite

Messaging

SIP

E-Mail

J2ME Downloads:

400’000

Example: Yahoo Mobile

Digital Imaging - Mobile

Blogging - Portals

Mobile Operator and the Internet

Evolution of Mobile Services Mobile Internet 1 Mobile Internet 2 Mobile Internet 3

Services:

Entertainment services

SMS Text News

SMS Chats

Services:

SMS/MMS (News/Chat)

News (Text browsing)

Services:

Conventional Internet services (Banking)

News / info / search

Cross media services

1999 - 2002 2003 - 2005 2006 - 2008 10% 20% 30% Reach Time

Evolution of Mobile Services

Traditional Mobile Operator Model

Advertising / Banners

External partner

Selling ad space

Traffic / free services

Internal services

Driving usage

Own infrastructure

Traffic / support

Own services

e-Service, Up-Selling, Info

Own infrastructure

Affiliates / Partners

Partner & own platform

Driving revenue, attract target group, shop

Content- & platform partner

Advertising / Banners

External promotions

Every day specials

Internal promotions

Internet Services = Mobile Services? Internet services Mobile Services Mobile browser E.g. Opera Mini Scale Usage base Customer ownership

Mobile Operators and the Internet Content Producer (Licence) Content Platform (Hosting, Delivery) Customer (Handset, User Interface) Product Information E-Service Free Service Billing Authentication Location Internet Services Entertainment Advertising Access Messaging Bundling Network (Delivery, Billing) Distribution (Mobile Portal, phy. shops, eShop) Mobile Portal In-sourced Out- sourced In-sourced Out- sourced In-sourced Out- sourced Partner In-sourced Partner

Revenue Drivers – with Example of Mobile Advertising

What Drives the Disruption?

Not the question: What service will users use!

More: What are users using today!

OR

Internet users: 1‘200 mio.

Google: up to 90 % market share

Skype: 200 mio. users

Mobile phones: 2‘900 mio.

UMTS users: 100 mio.

Vodafone live: 33 mio.

What drives the Mobile Internet Business

Revenue: Mass – Advertising/Affiliates

Business Model: Scale, explore niches, innovation

Innovation: driven by competition and user demand

Service innovation: The Internet players are controlling the arena Mobile Operators Internet Players

Revenue: ARPU

Business model: Retention gives more voice / SMS

Innovation: driven by alternatives (Internet industry)

Where is the Revenue – 2 Possibilities Yahoo! Mobile Search Data ARPU

„ Mobile Advertising“ mentioned in Blogs

Blog posts increase over the last 365 days

Vodafone – Mobile Ad Strategy

Mobile ads = Mobile Search

Desktop: Search = 50% of Online Advertising

Mobile? – we will see

Google Search Nokia Search Local.ch Search

New Mobile Search (e.g. Google)

www.google.ch/xhtml

Conversion

Mobile search

Keyword input

´namics´

2nd: Japanese examples

Google XHTML Sitemap

Mobile Ad (Banner pull Example) Inter. campaign SMS altert Test drive SMS altert Mobile content Landing page Entering Portal

What about Security

Device Security

Security Main reason for security wholes: Human factor!

Threats: Virus, Malware, Trojan

Number of mobile virus families: 35 (+13), up 37%

Number of variants and modifications: 186 (+80), up 45%

Platforms / operating systems: 4 (+2, J2ME and MSIL)

Increase virus families Increase mobile virus variants Increase in number of mobile virus families in 2006 Increase in number of mobile virus variants in 2006 Source: Kaspersky Lab