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Mobile phone development. Overview of presentation Key drivers in the mobile industry Mobile as a business tool Emerging mobile technologies Conclusions.

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Presentation on theme: "Mobile phone development. Overview of presentation Key drivers in the mobile industry Mobile as a business tool Emerging mobile technologies Conclusions."— Presentation transcript:

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 Q 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 to your phone Mobile The possibility to offer a full experience on mobile handsets. Not wap or browser based solutions Not only mail, but also contacts and calendar Mobile in the SME segments expected to be a considerable driver for mobile data traffic in the short and long term Potentially the killer application for 3G toward the business segment? Operator friendly commercial solutions are available from several vendors Solution providers recognise the importance of the operator customer base and branding Mobile can be supported on a wide range of handsets Major carriers have already launched mobile solutions (Vodafone, O2, TMobile, Telenor) A service well suited for the entire business segment From SoHo to corporate

13 Mobile 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

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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


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