1) Applications are important to both users and telecommunications companies. 2) Smartphone sales are growing rapidly but still make up a small portion of total mobile phone sales globally. 3) Games are the most popular and downloaded paid and free apps for smartphones like iPhone. 4) Telstra is investing in expanding and upgrading its mobile network to support more data usage and faster speeds from applications.

1. World of Applications
Hugh Bradlow
Chief Technology Officer
Telstra Corporation Limited, Australia

2. Who do applications matter to?
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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
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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
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6. Enabling applications
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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
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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
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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
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10. Smartphones
Feature phones
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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
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12. Industry models
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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
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17. Headset & Desktop
Transponder
Single Use Ear
Sensors
EVestG Diagnostic Report
Multi-axis Tilt Chair
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19. • “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
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