Slide 1 - Distributed Computing Industry Association (DCIA)Presentation Transcript
Presented by See Chun Yan CEO, mBit Pte Ltd
Who is mBit?
Singapore-based mobile service provider established in Apr 2007 as a mTouche company
Early pioneer in advanced P2P mobile services with strategic partnerships with top IP Multimedia Subsystem (IMS) vendors
To address the problems of digital content distribution to mobile and increase ARPU for ad and content sales
Provide P2P Search Advertising and File Sharing service on Nokia S60 3 rd ed and Java MIDP 2.0 enabled devices
Focus on Asia market where Mobile is King
2H 2008: Malaysia, Indonesia, Singapore, Philippines
2009: China, India, Korea, Japan and US
To become the P2P content search and distribution network that transfers Large data Securely and Reliably across any IP-based devices and networks to leverage on Fixed-Mobile Convergence
Trends & Problems
Device multimedia capabilities with better/faster camera, storage and network but MMS is limited to max 300kb and user-generated content in device is difficult to distribute with interoperability
Phone manufacturers and operators storefront offers download of full-length Songs, TV Shows, Movies but wireless transfers may not be reliable
Digital and P2P distribution of large media content reduce time to market and is more viral but worry about copyright and consumers want it free or cheap
Network operators pushing data services with aggressive pricing models but lack of compelling services with right business models causing users to bypass operator network
Advertising/sponsorship becoming important for mobile services but need high volume before seeing significant revenue
Trends & Problems Published on FierceMobileContent (http://www.fiercemobilecontent.com) Mobile operators face peer-to-peer pressure By Jason Created Jun 27 2008 - 10:20am User-generated content looms as a source of serious discontent for mobile operators according to a new study released this week by market research firm Pioneer Consulting. Noting that a significant percentage of multimedia content on mobile handsets is either user-generated or just stored on the device, Pioneer reports that a growing number of subscribers are now exploiting alternative technologies like Bluetooth, WiFi and WiMAX to effectively bypass operator networks when sharing their content with friends, family and social networking contacts. The study suggests subscribers who circumvent the traditional content value chain could rob operators of as much as $16.4 billion in potential annual revenues by 2012, more than a quarter of the projected total revenue for the year in question.
Common Qns from End-users
Must I sign up a separate account on Flickr or Youtube?
Can I control who I share the file with friends in other operators or countries and see what they share with me?
Do I have to upload 100 times for 100 friends?
What happens if the network gets disconnected while I am downloading? Would I have to pay again?
How much do I have to pay for service or data access? Is it FREE?
How long will it take to download a movie to my 16gb hdd over HSDPA or WiFi?
Key features of mBit mobile app
mbit protocol to help resume uploads/downloads if disrupted , enables many-to-many sharing with security and privacy
P2P Search with keyword-sensitive Ads between users on mobile and PC
P2P File Sharing of any file types with private groups
Address copyright issues through DRM, filtering and tracking
Support IMS (IP Multimedia Subsystem) for more advanced services such as PoC, IM and Presence
Scenario of how super-distribution works Billing Download Activation Share Share
mBit – P2P Search & Sharing Confidential
mBit Server Use Case - Private Group Sharing Joyce Group Share 1. Joyce shares her boyfriend’s photo with keyword tags. Update server 5. Establish Connection 2. Joyce sends a notification message to her girlfriend group 3.Lisa & Gloria receive the sharing notification. Lisa downloads the photo 4. Five mins later, Gloria also downloads the photo mBit Proxy 6. Transfer content
How mBit Differentiate
P2P Search in mobile social networks instead of web pages with targeted keyword advertising
mbit protocol optimised for mobile to ensure reliable/secure download/upload transfers between peers and caching to reduce latency, provide redundancy & interoperability between different operators/networks
Open architecture with SDKs for mobile devices and HTTP/XML APIs to mBit server to utilise mbit protocol
Reduced time to market with technical integration performed with operators and existing commercial relationships with mobile operators for marketing and billing
Scalable to support IMS and ride on Fixed-Mobile Convergence
Ad revenue from user clicks in mBit client app
Offer/download of premium content to users in countries which payment can be made
Pay-per-use (charge for each transaction)
Monthly subscription model
Focus on Strong Recurring revenue and scale to support more operators and users with new handsets and markets
Commercial Challenges on Mobile
AT&T’s and other operators’ concern on the load of core network and E1 trunks investment required which they can’t monetise
Monetising the service through operator with long engagement cycle
IMS is NOT widely adopted yet
Handling copyright concerns
Consumers not likely to share on mobile in same way as PC
Data cost to end-user
Size of users and content library meaningful to user adoption
Technical Challenges on Mobile
Development for hundreds of mobile devices to support different platforms, Symbian S60, Java MIDP 2.0, iPhone, Google Android, BREW plus proprietary phone tech in Japan and Korea
Phone has limited CPU and app memory
Operator mobile network control for P2P access
Handling user privacy/security concerns on mobile phone access
Value for operators to adopt P2P compared to uploading to server for mobile users
Complexity and resources to integrate with every operators for billing and provisioning to support different charging methods/models
Mobile networks go faster (HSPA 14.4/5.76 mbps, 4G up to 2.5 Gbps)
Support from studios/publishers required as rich media content becomes increasingly important
P2P Streaming VS MBMS
Education to operators, consumers with methods to monetise service
Prioritization on P2P traffic for data-centric and real-time services to co-exist
Common standard required for interoperability between operators and services