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Mobile phone development ifi

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mobile phone development

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Mobile phone development ifi

  1. 1. Mobile phone development
  2. 2. Overview of presentation Key drivers in the mobile industry Mobile as a business tool Emerging mobile technologies Conclusions – personal view 3G Concept phone (2000)
  3. 3. Overview of presentation Key drivers in the mobile industry Mobile as a business tool Emerging mobile technologies – new business opportunities Conclusions – personal view
  4. 4. Key drivers in the mobile handset industry Accelerating handset performance (technology) Infrastructure and service delivery mechanisms (3G, WLAN, WIMAX, IMS etc.) Ultra low cost handsets (<$30) Operators and content providers looking for sustainable business models  Games, music, films, news etc. World wide impact of the Chinese mobile industry Battle to dominate the mobile screen Drive to standardise handsets between vendors Microsoft
  5. 5. The mobile “real estate”  High price for hot property – who will dominate the mobile screen?  Manufacturers?  Operators?  International media players?  Regional players?  Microsoft?  “I decide” – personalised content  The screen is the key  User loyalty comes through positive experiences  Usability, simplicity, utility, attractiveness and reliability  All actors have a need to promote themselves, the question is how do we share this space?  How can content providers benefit from the mobile experience?
  6. 6. Example: Mobile newspaper experience  Large number of of Norwegian newspapers have mobile internet pages  Operators have the default mobile portal  The user must actively find the newspaper portal  Challenging for newspapers to position themselves on the mobile screen 1. Battle to get a premium position on the operator mobile internet portal – collaborate with operators 2. Try to become the default start-up page for mobile internet 3. Advertise heavily for you mobile internet portal Telenor portal:
  7. 7. Operator attempt for standardisation  Effort to overcome standardisation problems for content on mobile phones:  Open Mobile Terminal Platform alliance  Purpose is to standardise mobile handsets to  ease creation of services and application  ease terminal management  Make it easy to control the user interface  First release of OMTP compliant mobile phones scheduled for Q1 2006  Desire to achieve standardisation without two players taking it all (e.g. Intel & Microsoft)
  8. 8. OMTP To what extent will the handsets be standardised? Not a desire to reduce innovation and the possibility for manufacturers to differentiate themselves Introduce classes of terminals (C0 – C3) with a minimum set of performance criteria for each class Eg. Reduce the variety of screen sizes / resolutions etc Agree on codecs (picture, video, voice formats) Will help ensure that services will work end-to-end and on terminals from different manufacturers Will ease software development for third parties
  9. 9. Microsoft  “We are going to invest and invest and invest to get the most popular software platform because we believe in these [kinds of mobile and wireless] scenarios” – Bill Gates, MS developers conference 2003  A force to be reckoned with Won all battles so far (Windows, IE, MS Office, Windows Media player(?), Exchange (?))  Main strength is the link between the pc / servers and the handset (Active Sync, Exchange)  Nokia licensing of Active Sync Potential body blow to Microsoft argues analysts But it is not only about the sync protocol – more important is the consistency of data structures on both sides of the wireless / wired link.
  10. 10. Microsoft main assets Exchange server today, Live Communication Server 2005 tomorrow Real time collaboration tool Presence information as an integrated part of the office tools (including MS Office) Mobile handset (Smartphones) fully integrated into the corporate environment Telecommunications services fully integrated into the traditional mail server In the future corporate environment you will not be able to choose your own handset, you will be given a MS phone… All about the software, not the hardware
  11. 11. Overview of presentation Key drivers in the mobile industry Mobile as a business tool Emerging mobile technologies – new business opportunities Conclusions – personal view
  12. 12. Mobile email to yourphone  Mobile email: Thepossibilitytoofferafullemailexperience onmobilehandsets.  Not‘wap’ orbrowserbasedsolutions  Notonlymail, butalsocontactsandcalendar  MobileemailintheSMEsegmentsexpectedtobea considerabledriverformobiledatatrafficintheshortand longterm  Potentiallythekillerapplicationfor3Gtowardthebusiness segment?  Operatorfriendlycommercialsolutionsareavailablefrom severalvendors  Solutionprovidersrecognisetheimportanceoftheoperator customerbaseandbranding  Mobileemailcanbesupportedonawiderangeofhandsets  Majorcarriershavealreadylaunchedmobileemailsolutions (Vodafone, O2, TMobile, Telenor)  Aservicewellsuitedfortheentire businesssegment  FromSoHotocorporate
  13. 13. Mobile email solutions are complex Requires installation of client software on your handset Requires operator to install connection centre servers Requires installation of software inside the corporate firewall But: Useful tool that enables you to stay always connected and updated Increases staff flexibility and efficiency Reduces need for use of data cards with PCs
  14. 14. Mobile SAP – access to company internal systems  Mobile workforce management  Enable field staff to connect to company internal systems  Accept, effectuate and report status on orders  Flexible use of field forces  Connected with proximity technologies like RFID it will improve the quality control of actual field force movement (and execution)  Requires substantial integration effort with internal IT systems. Reported ROI (SAP numbers) – 3 to 12 months
  15. 15. Overview of presentation Key drivers in the mobile industry Mobile as a business tool Emerging mobile technologies – new business opportunities Conclusions – personal view
  16. 16. Telenor Entry – preconfigured menu Purpose: Remove barriers to use wap (mobile internet) services Easy access to news etc Access to your subscription data (last call cost, bills etc.) Simple menu designed by operator but implemented by manufacturer Large volumes to achieve economy of scale
  17. 17. Open OS create new opportunities Plethora of more or less useful applications available for open OS phones Nokia developer forum etc. New types of frameworks are emerging Action Engine, Freedom, Surfkitchen, Opera Platform Focus on delivering services from third parties rather than applications
  18. 18. How to make advanced services available?  Barriers to use of mobile Internet services  What is there?  How to find mobile services?  Navigation is difficult  Customers believe usage implies high cost  Traditional portals: customer must come to you  Is it possible to turn this around?  3 months piloting of 100 users with access to active desktop  “Bring the portal to the customer”  “Push” services  Software that takes over the user interface  Co-operation with Opera
  19. 19. The opportunity to bring content and services closer to the customers` attention  An active desktop is taking over the home screen of the phone and presenting a new front-page and service menu:  Content teasers (news, weather and advertisement banners) on the front-page  News pushed to the end user every 45 minutes  Immediate access to pre stored and updated content through clicking on teasers  Upload of Photos and Contact List to web portal  Reversed MMS news / blogging  Combining useful phone applications and online content in an operator service menu  Restaurant guide, concerts, TV listings etc.  The “content provider phone” is fully possible
  20. 20. Users prefer active desktop and push services  Active desktop creates a need for daily update of news and entertainment  Users wish to personalise their news categories  The active desktop is preferred to the phone manufacturers’ frontpage  Active desktop is seen as a simpler and more accessible concept than WAP  From 12% active WAP users before pilot to 75% active WAP users after the pilot  Users missed active desktop after conclusion of pilot
  21. 21. Client based portal  Client based solution  Software which takes over the user interface of the phone  Pro: You can define the look and feel of the idle screen You can communicate effortlessly with external servers to retrieve and distribute information You can provide secondary functions (backup, uploads, mail etc)  Con: It only works on specific handsets The user is online at all times (battery issue) Cost of data traffic Handsets are unstable
  22. 22. Near field communication – service triggering
  23. 23. Look for opportunities in new concepts.
  24. 24. Near field communication – service triggering
  25. 25. Deloppgave 1 Studer hva tjenestetilbydere tilbyr av mobile tjenester og konsepter til bedriftsmarkedet For hvem? Hva? Sammenlign de forskjellige tilbyderene Hver gruppe presenterer sine resultater 7 oktober
  26. 26. Deloppgave 2 Velg en tjenestetilbyder og gå i dybden på hva den leverer Studer en av deres kunder Velg en brukergruppe Hvordan bruker de tjenestene? Hvordan passer det med hvordan de jobber? Hva kunne de ha tenkt seg Hva vurdere dere som mulig å levere. Ta hensyn da til hvem som skal levere, drifte etc Prosjektoppgaven skal inneholde både deloppgave 1 og 2
  27. 27. Overview of presentation Key drivers in the mobile industry Mobile as a business tool Emerging mobile technologies – new business opportunities Conclusions – personal view
  28. 28. Some trends Diverse portfolio of handsets Made to measure and mainstream handsets Hardware commodity Software and connectivity the differentiating factor Proximity technologies for service initiation will become important Payment, identification and authorisation Increased utility focus Increased mobile – pc communication
  29. 29. Some thoughts for the future Personal forecast Windows will win the corporate / business segment where access to company data is essential Symbian (Nokia) will be pushed down and dominate the advanced handset market (at least in Europe) Significant growth in low cost handsets (< $30) production for emerging markets Manufacturers will continue to distribute mass market devices based on proprietary OS for the foreseeable future due to licensing costs Handsets will gradually become OMTP compliant with increased standardisation across manufacturerers

mobile phone development

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