The document discusses key trends in the mobile industry including emerging mobile technologies and opportunities. It covers accelerating handset performance, new infrastructure like 3G and WiFi, ultra-low cost devices, standardization efforts through OMTP, and Microsoft's strategy to dominate the mobile platform through integration with corporate software like Exchange. New services discussed include mobile email, SAP access on phones, and proximity-based service triggering using near field communication.

1. Mobile phone development

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. Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view

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. 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. 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. 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. 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. 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. 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. Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view

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. 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. 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. Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view

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. 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. 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. 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. 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. 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

23. Near field communication – service triggering

24. Look for opportunities in new concepts.

25. Near field communication – service triggering

26. 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

27. 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

28. Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view

29. 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

30. 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