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The Evolution of Mobile Information Services
 

The Evolution of Mobile Information Services

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invited talk at the Pelorus group summit on local search in Reno, April 2008

invited talk at the Pelorus group summit on local search in Reno, April 2008

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    The Evolution of Mobile Information Services The Evolution of Mobile Information Services Presentation Transcript

    • Pelorus DIS ‘08 SUMMIT Evolution of Mobile Information Services Dr. Venu Vasudevan Senior Director, Software Platforms Research Motorola Technology
    • Mobile Directory Information Services are Evolving From a call ... …to a rich information service Rich Information Services Yellow Pages, White Pages, local search, directions plus a lot more Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 2
    • outline evolving needs of mobile information services the mobile platform response implications for local search and DA/DIS Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 3
    • Trends in mobile information services mobile media goes mainstream content interaction services services browse & render value-creation gets two-sided rich interaction monetization pay-to-play Pelorus DIS’08 summit ads and analytics Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 4
    • mobile media goes mainstream Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
    • The Morphing of Cell Phones: technology push .. voice rich media The Device Formerly Known as the Cell Phone 3G Photo Camera Downloads GPRS Video Streaming Broadcast WAP & Camera Video PTT Polyphonic Polyphonic Surround SMS MP3 compose Sound First GSM Commercial Java Linux Java / Portable J2ME WinCE Linux Phone Color Rotator Skins QDualhinge Display Design TransFlash Voice Mail EMS MMS IM Outlook iMode AMPS Dual- Tri- HS- A-GPS Bluetooth Quad-band WiFi DVB-H band band CSD EDGE 802.16 Pelorus DIS’08 summit 83 92 94 97 99 00 01 02 04 05 06 Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 6
    • .. meets user pull voice search, media, social Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 7
    • Content and communication get ‘mashed up’ User-Generated Content (restaurant 360o) Voice Call Community (directions to (user reviews) Restaurant) Commerce (coupons) Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 8
    • Relevant device technologies Z9 ROKR E8 RIZR Z10 Crystal talk Improved voice talk. . More functions per High quality video performance in noisy Keyboard square inch capture, on-device edit, on- environments Morphable keyboard share, publish Mode shifting Push-to-media Push-to-media. Share media while you talk Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 9
    • value becomes two-sided Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
    • Values chain. from one-sided to two-sided Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 11
    • Value. From one-sided to two-sided extra-device value pre-sales post-sales intra-device value . .influences ODM investment in applications and services Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 12
    • services spill out of the browser .. ask&answer rich interaction Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
    • Browsing to Experiences improve accessibility, discoverability and the delivery of data services Active idle screens Mobile Widgets Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 14
    • Active Idle Services – A Case Study reducing click friction SCREEN3TM capitalizes on the phone’s downtime to cache feature rich content Cached Content Idle Screen 1 click: Excerpt Screen 2 clicks: Launch Browser Snippets of information. Relaxed reading Full story access Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 15
    • SCREEN3TM Technology Web Media SMART Gateway SYNCHRONIZATION Intelligent synching between the media gateway and client ensures that only new content is delivered, Device CONTENT FEEDS minimizing network traffic. EASY ACCESS Industry standard content feeds The device caches the (e.g., RSS) are delivered to a content and displays it media gateway server, which seamlessly to the user. adjusts the feeds and delivers them to the device's “always on” portal. This server also provides billing, operator control, and tracking capabilities. Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 16
    • SCREEN3TM – Value Proposition • For the Consumer… • Easy to use • Zero-Click. Information is brought to home screen • For the Operator… • Solves traditional services challenges • No need for user to find information • No need to figure out how to use • Simple 3rd-party development of additional “channels” • Reduce marketing costs of new services, let the device do it for you… Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 17
    • Mobile Widgets ‘bite sized’ web easy install, discover, run strong potential for ads & analytics Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 18
    • from pay-to-play to ads & analytics Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
    • Mobile Advertising : hype to hope 2006 2007 2008 2009 2 0 10 Sear ch 1 380 669 1,0 77 1,58 8 WAP 12 6 262 461 74 2 1,0 9 4 V id eo 12 36 92 221 426 I n- C o nt ent 0 68 156 323 604 I d le Scr een 0 31 66 12 6 221 SM S/ M M S 295 3 54 424 50 9 6 11 U.S. Mobile Advertising Forecast ($Millions) Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 20
    • Enhancing ad experiences on the mobile UI’s for rich branding Support for Click-to-action enhanced targeting Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 21
    • Flexible “Skinning” : Controlled Brand Experience beyond interstitials. balancing brand exposure and user interruption Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 22
    • Extending the Brand Relationship from direct to derivative use sms application phonebook application Restaurant: Weber Grill 1030 South Meacham Weber Grill 847-413-0800 847-413- transparent clipboarding Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 23
    • Intelligent Targeting based on device intelligence be pas affinity for ha t vio sports tv r Joe’s Joe’ targeted Chicago 847-434-0840 847-434- ad YP request for t Chicago Bars rr en t cu ques re Ad for chicago sports bars Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 24
    • Multi-layered performance models Click-to-find Mobile Local search Click-to-navigate Impressions (‘eyeballs’) Click-to-share (viral mktg) Search R esults Search R esults **Sponsor ed resul tt **Sponsor ed resul tt Sponsor ed resul Sponsor ed resul **Sponsor ed resul tt **Sponsor ed resul tt Sponsor ed resul Sponsor ed resul Search R esults **Sponsor ed resul tt **Sponsor ed resul tt Sponsor ed resul Sponsor ed resul Search R esults **Sponsor ed resul tt **Sponsor ed resul tt Sponsor ed resul Sponsor ed resul Click-to-save (loyalty) ‘My Favorites’ Pelorus DIS’08 summit Evolution of Mobile Information Services Sources: eMarketer, Kelsey Group MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 25
    • looking ahead .. Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
    • The Morphing of Cell Phones: voice rich media ? The Device Formerly Known Mixed reality as the Cell Phone 3G Photo Camera Downloads GPRS WAP Video Streaming & Camera Broadcast Video Sensor PTT & Context Intelligence Polyphonic Polyphonic Surround SMS MP3 compose Sound First Commercial GSM Portable Phone Java Linux Java / Linux J2ME WinCE Color Rotator QDualhinge Display Design Skins TransFlash Outlook Voice Mail EMS MMS IM iMode Dual- Tri- HS- A-GPS Quad- WiFi DVB-H Device Ensembles AMPS band band CSD Bluetooth band EDGE 802.16 83 92 94 97 99 00 01 02 04 05 06 Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 27
    • Rich graphics drive compelling broadband search experiences MP3 song Average data transfer rates* GPRS 35 kbps 18mins CDMA 1X 60 kbps 11 mins EDGE 115 kbps 6 mins UMTS 256 kbps 3 mins EV-DO 400 kbps 2 mins HSDPA 1.0 Mbps 38 secs WiMAX 4.0 Mbps 10 secs LTE 4.0 Mbps 10 secs 802.11g 14.4 Mbps 3 sec 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 (MB) Westin aacPlus v2 aacPlus AAC/WMA MP3 Hotel $35 32 kbps 64 kbps 128 kbps 160 kbps AMC 6 tonight Movie only Theater $4 until 5:00PM You parked HERE! 30 Minutes left on meter Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 28
    • Implications for DIS and local search • Enablers to provide value-added services in the context of a call • Longitudinal user relationship. From call to rich media conversation • New monetization models around ads, analytics and social networking Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 29
    • Thank you. Pelorus DIS’08 summit Evolution of Mobile Information Services MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006. 30