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World of Applications

Hugh Bradlow
Chief Technology Officer
Telstra Corporation Limited, Australia
Who do applications matter to?




© Telstra Corporation Limited 2010. All rights reserved
Total global mobile sales
                                                            1.13B units in 2009




            ...
Apps make it easy for the user                            Most Downloaded Paid iPhone Apps                Most Downloaded ...
© Telstra Corporation Limited 2010. All rights reserved
Enabling applications




© Telstra Corporation Limited 2010. All rights reserved
Service
                                                                   Management
                                    ...
Telstra’s Next GTM HSPA+ network is larger than any 2G network in Australia

                                             ...
* All numbers are theoretical maximum network download speeds and
        subject to equipment availability. Customer spee...
Smartphones




Feature phones




 © Telstra Corporation Limited 2010. All rights reserved
Embedded applications                 Web browser                 Loaded content




                                     ...
Industry models




© Telstra Corporation Limited 2010. All rights reserved
$                                                             Value                              Investment
              ...
© Telstra Corporation Limited 2010. All rights reserved
© Telstra Corporation Limited 2010. All rights reserved
Headset & Desktop
                                                          Transponder




     Single Use Ear
     Senso...
© Telstra Corporation Limited 2010. All rights reserved
• “Shopping centre” owner
• Build the best networks that enable applications to operate well
• Do this in partnership with...
MWC Presentation: World of Applications, Hugh Bradlow, Telstra
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MWC Presentation: World of Applications, Hugh Bradlow, Telstra

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Dr Hugh Bradlow presentation at the Barcelona Mobile World Congress 2010 about the world of applications for mobiles.

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MWC Presentation: World of Applications, Hugh Bradlow, Telstra

  1. 1. World of Applications Hugh Bradlow Chief Technology Officer Telstra Corporation Limited, Australia
  2. 2. Who do applications matter to? © Telstra Corporation Limited 2010. All rights reserved
  3. 3. Total global mobile sales 1.13B units in 2009 Smartphones are just 15% of the total mobile sales Source: IDC, 4 Feb 2010, http://www.idc.com/getdoc.jsp? containerId=prUS22196610 © Telstra Corporation Limited 2010. All rights reserved
  4. 4. Apps make it easy for the user Most Downloaded Paid iPhone Apps Most Downloaded Free iPhone Apps Games Have Largest Share by Far Games Still Lead but Not as Dominant Source: "The Mobile Internet Report" Morgan Stanley Research, December 2009 © Telstra Corporation Limited 2010. All rights reserved
  5. 5. © Telstra Corporation Limited 2010. All rights reserved
  6. 6. Enabling applications © Telstra Corporation Limited 2010. All rights reserved
  7. 7. Service Management Activation Assurance Reporting Billing GPRS BSC HSPA Wireless Core Radio Access Application Network Application Servers & RNC Databases IP Enablers SGSNs GGSNs Core Shared Service LTE Enablers & APIs © Telstra Corporation Limited 2010. All rights reserved
  8. 8. Telstra’s Next GTM HSPA+ network is larger than any 2G network in Australia More than 6,900 base stations More than 2.1 Million square kilometres Coverage to 99% of Australians Excellent in-building coverage Peak Network Speed: 21Mbps/5.8Mbps* Deployed at 850MHz HSPA+ roadmap to 42Mbps + HSPA+ across the footprint Low Latency *Actual customer downlink and uplink speeds lower. Typical users speeds 550kbps–8Mbps in Capitals & major regional areas + Actual customer downlink speeds lower. Compatible devices expected to be commercially available mid 2010 © Telstra Corporation Limited 2010. All rights reserved 8
  9. 9. * All numbers are theoretical maximum network download speeds and subject to equipment availability. Customer speeds are lower Source:3GPP Broadband Evolution to IMT-Advanced (4G) Peter Rysavy, Rysavy Research, September 2009 WAP Portal Mobile Web Portal © Telstra Corporation Limited 2010. All rights reserved
  10. 10. Smartphones Feature phones © Telstra Corporation Limited 2010. All rights reserved
  11. 11. Embedded applications Web browser Loaded content Embedded & loaded • Voice • HTML, XHTML, WML • Applications, games • Messaging applications applications • CSS • Music, videos • Contact list • JavaScript, AJAX • Widgets • Email , calendar • RSS • … Software • Camera etc. Java ME Flash / Flash Lite Widget frameworks Operating System Operating system Device drivers Telephony Location Networking DRM Memory management CPU + GPU if present Battery Antennas Device & radio Cellular radios Accelerometer (Touch) Screen Hardware Other radios (BT, WiFi, NFC) Proximity sensor Keypad, if present Camera sensor + optics Light sensor GPS SIM/USIM Device identity Encryption algorithms Contacts Memory STK & JavaCard Applications © Telstra Corporation Limited 2010. All rights reserved 11
  12. 12. Industry models © Telstra Corporation Limited 2010. All rights reserved
  13. 13. $ Value Investment (as perceived by customer) Applications Applications Service Service Control Control OSS OSS Core Core Access Access Values are indicative only Slide 13 © Telstra Corporation Limited 2010. All rights reserved
  14. 14. © Telstra Corporation Limited 2010. All rights reserved
  15. 15. © Telstra Corporation Limited 2010. All rights reserved
  16. 16. Headset & Desktop Transponder Single Use Ear Sensors EVestG Diagnostic Report Multi-axis Tilt Chair © Telstra Corporation Limited 2010. All rights reserved
  17. 17. © Telstra Corporation Limited 2010. All rights reserved
  18. 18. • “Shopping centre” owner • Build the best networks that enable applications to operate well • Do this in partnership with technology suppliers: – But there is more to building the network than installing equipment or owning base stations – It is about the overall user experience on the network which is determined by the engineering design that goes into managing coverage and capacity, ensuring that all the pieces of the ecosystem work together • For example HSPA+ introduction with Ericsson, Qualcomm, Sierra Wireless © Telstra Corporation Limited 2010. All rights reserved

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