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WAP Services and eCommerce in Today’s Networks. © 1997 Unwired Planet, Inc. confidential WAP Means Leverage n Leverage existing Circuit-Switched Data.

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Presentation on theme: "WAP Services and eCommerce in Today’s Networks. © 1997 Unwired Planet, Inc. confidential WAP Means Leverage n Leverage existing Circuit-Switched Data."— Presentation transcript:

1 WAP Services and eCommerce in Today’s Networks

2 © 1997 Unwired Planet, Inc. confidential WAP Means Leverage n Leverage existing Circuit-Switched Data networks and infrastructure. n Leverage existing bearers, like SMS n Leverage current handsets/chipsets n Leverage consumer adoption of mobile phone n Leverage Internet applications n Leverage Telephony applications

3 © 1997 Unwired Planet, Inc. confidential Market Drivers and Enablers Market Drivers n 300 Million Mobiles n 1% per month penetration growth n Competition n Customer Svc Costs n Mobile Users “unmet needs” Market Enablers n The Internet n WAP Leverages Existing Web Content, RDBMS’ n Digital Phone Innovations n “First Movers” are Moving!!

4 © 1997 Unwired Planet, Inc. confidential Key to WAP: Applications run on all Networks - all handsets Internet Applications Browsers CDMA WAP Server Wireless networks GSM WAP Server TDMA WAP Server CDPD WAP Server r iDEN WAP Server WEB Carriers Leverage Tools & Applications

5 © 1997 Unwired Planet, Inc. confidential Market Enabler: Phones Becoming Internet Appliances n Why? –Until now, phone OS defined 2–3 years before delivery –Every vendor, model is different –Cannot be changed for the life of the handset –Severely limits discoverability, usability, supportability and functionality of carrier’s features

6 © 1997 Unwired Planet, Inc. confidential Market Enablers: The New Way n Standard browser EMBEDDED in handset –Handset vendor determines basics font, key layout, etc. –Carrier controls top-level service menus n Applications completely defined on servers –Work on all browser-enabled handsets –Add new services or modify any time –Anyone can develop services!

7 © 1997 Unwired Planet, Inc. confidential Why Data on the “Commodity” Mobile Phone? n Accepted Form Factor: 300M n Personal: Phone Identity is an individual, known to operator n Persistent: Always “on,” always “in pocket,” can get your attention. n Cheap, Simple, Small: The first consumer’s Internet device n One-Handed: Fits mobility needs

8 © 1997 Unwired Planet, Inc. confidential Building Demand: Where to Begin? n Begin with the Subscriber n Create Applications that Solve Problems n Learn the Human Factors issues and opportunities n Leverage the platform in existing phones, networks n Keep It Simple

9 © 1997 Unwired Planet, Inc. confidential What are WAP Service Categories? –Mobile Customer Care: n Bell Mobility Canada, AT&T Wireless –Consumer Banking: n Banque National de Paris and others n Status, (Alerts, Transactions) –Mobility enhancers: n Travel tickets: Train (airline) n Traffic…Information –Information: Personalized and Deep –Merchandise and Services: The kicker

10 © 1997 Unwired Planet, Inc. confidential Ecommerce: Part of the Overall Tiered Strategy Tier 1: Mobile Customer Service: Tier 2: Basic Info Services: weather, travel, traffic, restaurants, cinema, festivals, games, special interests Tier 3: Pay Per View “Personalized” Tier 4: Merchandise and coupons

11 © 1997 Unwired Planet, Inc. confidential Tier 1: Mobile Customer Care--Why? –Introduce consumers incrementally n Bell Mobility: Moved web-care to handset; preserved all database programming n AT&T Wireless: Promoted Long Distance service on the PocketNet with push notification, coupon –Lower costs of customer care n Online care: $.01 per transaction n OnPhone care: $1-5 PER MINUTE! –Appear to Differentiate std. voice services n Take orders for “mystery” services, like voic n Train users on Call Forwarding, Int’l roaming n Make self-care easier than human care

12 © 1997 Unwired Planet, Inc. confidential E-Care Example: Feature Promotion Easy to Discover Easy to Buy Instant Activation New Offers Any Time!

13 © 1997 Unwired Planet, Inc. confidential Tier 2 and 3: Mobile Wireless Banking: Why? n Mobile Wireless Banking Benefits –Convenience n Mobile phone always available n can use “downtime”…to accomplish tasks –10x Better than Interactive Voice Response n “serial” menu navigation n memorization of options frustrating n time consuming--no control over speed n users like visual feedback--more control

14 © 1997 Unwired Planet, Inc. confidential Application Examples: Online Banking n Account Status n Notifications n Transactions 1> Checking 2 Savings 3 Credit Card Select 1 >Balance 2 Checks 3 Deposits 4 Electronic Debits Select Bal: $ Date: Select 1> Checking 2 Savings 3 Credit Card

15 © 1997 Unwired Planet, Inc. confidential Tiers 2 and 3: Mobility Enhancers--Why? n They Provide Freedom –freedom from PC, analog lines, IVR –freedom to take the Best Route to the Place you want to go –freedom to get your job done and get home n What Are They? –Train Tickets –Plane Tickets –Traffic, Driving, Walking Directions

16 © 1997 Unwired Planet, Inc. confidential Mobility Enhancing Information, Transactions n Mobile Users need: –Travel Tickets and reservations –Restaurant information and reservations –Driving and walking directions –Directory information –Targeted news – and Intranet access n Needs are concentrated and specific

17 © 1997 Unwired Planet, Inc. confidential Directory Information: Infospace n Content aggregator –Yellow pages, white pages, addresses –Weather, entertainment news –800 numbers, reverse phone number –Driving directions-based on “landmarks” n HTML-based Web page for personalization

18 © 1997 Unwired Planet, Inc. confidential Ecommerce Apps: Selling Information n When you are mobile, the fundamental value of information changes. –MOST information has LESS value –5-10% of the information, that which YOU need, has tremendous value n Example: Flight Schedules –If your flight is cancelled, and you are in the airport, what is the value of a personalized Flight Timetable?

19 © 1997 Unwired Planet, Inc. confidential Data Broadcasting Corporation n Premier financial information service on the Web n Market indices, stock quotes, financial news, company charts (through fax) n Personalizable

20 © 1997 Unwired Planet, Inc. confidential Niche user need: Stock Brokerage Accounts n Stock Brokerage –Portfolio status –Notifications of stock thresholds met –Buy/Sell stocks when market is hot –Stock quotes –Fax transaction record

21 © 1997 Unwired Planet, Inc. confidential WAP Services: Tiers 1, 2, 3 summary Tiered Information services Tier 1: Voice service promotion Tier 2: Basic Info Services Give away minutes to invite discovery The Girl Scout cookie business model Tier 3: Pay Per View “Personalized” weather, travel, traffic, restaurants, cinema, festivals, special interests

22 © 1997 Unwired Planet, Inc. confidential Ecommerce Merchandise: Solves a Problem, Meets User Need n Tier 4: Merchandise –The Impluse Buy n CDNow, Amazon.com, Gap n Push coupons--using profilesPull--for bored commuters & “surfers” –The Last-minute, no-time stuff n Pull--with known profiles n Peapod Groceries, Gifts, Flowers n AutoMall, Electronics, n Drugstore.com

23 © 1997 Unwired Planet, Inc. confidential Personalization: Critical Success Factor –Service usage depends on personalization/profiling –Device too constrained for “browsing” –Successful offers tuned to user preferences n data warehouse becomes valuable to user as well as the operator n “push” acceptable to me when requested n Mileage Plus awards: the junk mail we love and accept because it’s personalized.

24 © 1997 Unwired Planet, Inc. confidential Simple Personalization: The Weather Underground n Weather information for cities all over the world n City search based on names or ZIP codes (for US cities) n User can bookmark cities

25 © 1997 Unwired Planet, Inc. confidential Key to Ecommerce: Personalization, in real-time n Back-end engine: Rules-based profile management and filtering: Broadvision 1:1 –User defined preferences AND “learned” preferences –Site MUST develop interactive relationship to bring users back –Fosters sense of community and ownership, as in real world. –Interactive relationships form barriers to vendor switching.

26 © 1997 Unwired Planet, Inc. confidential Compelling Applications… n Real-time, interactive n Voice AND Data n Powerful messaging n Print-to-fax n Guaranteed delivery notification n Universal inbox n End-to-end security Take Advantage of the Phone’s Best Features

27 © 1997 Unwired Planet, Inc. confidential Implementations: Fail and Iterate constantly Successful Service Providers: n Plan and Welcome Failure n Iterate regularly n Introduce New Services monthly n Communicate with users –Focus Groups –Early adopters –Plain old consumers

28 © 1997 Unwired Planet, Inc. confidential Summary of WAP Service Categories –Mobile Customer Care: n Bell Mobility Canada, AT&T Wireless –Consumer Banking: n Banque National de Paris and others n Status, (Alerts, Transactions) –Mobility enhancers: n Travel tickets: Train (airline) n Traffic…Information –Information: Personalized and Deep –Merchandise and Services: The kicker

29 © 1997 Unwired Planet, Inc. confidential Planning for Next Generation Networks Start Early, Introduce gradually Build Excellence in Applications, Partners Identify key services by tracking user behavior Upgrade networks as usage proliferates Learn from the Internet: Personalization Iteration Focus on customer’s unmet needs


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