1. MMS use case OMA on the right track OMA World 2007, London Philippe Lucas – Orange 13 th December 2007

2. Page 2 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL Lessons from the past MMS use case OMA success factors

3. Page 3 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL GSM standard development 1st commercial GSM mass-market take-off 75% penetration in Europe introduction of GPRS  2G mobile multimedia kick- off  Creation of OMA SMS : some lessons from the past! 1980s’199119972002 1998 April 98 launch of SMS Dec 98 Launch of SMS Interop 1999: 40% penetration in Europe SMS available in all GSM handsets

4. Page 4 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL SMS take-off: key criteria 2. Operator interoperability 3. promotion to the mass-market 1. Handsets available

5. Page 5 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL a quick look at MMS genesis 200520062007 07/04 MMS v1.1 standardised 2004 MMS 03/05 MMS v1.2 standardised millions 2008 More than 70% of devices supporting MMS Only 3 years!

6. Page 6 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL differences & commonalities of SMS and MMS SMS : how to create a new value proposition  need to create a new market  all handsets supported the feature MMS : device replacement market in western countries  value proposition needs to match customers expectations, direct evolution of SMS  customers buy camera handsets to take pictures first not to send MMS, then when awareness of the service is reached, they send MMS Inter-personal services only take-off when interoperability among operators is achieved, hence need better operator coordination

7. Page 7 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL MMS situation In two years (2005-2007) 1.3B devices sold supporting MMSv1.2  Very quick replacement of devices in mature markets Good time now for the service to deliver value No more commercial barriers to fully exploit the MMS potentials!

8. development of mobile multimedia takes time

9. Page 9 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL multimedia standard cycle Development of specifications and implementation Deployment of devices and plateforms Market take-off 2-3 years for large deployment

10. Page 10 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL devices, devices, devices Device availability is crucial  no device, no service Mobile and PC worlds different, but converging  PC world  Almost unlimited resources (power, memory, …)  Homogeneous environment for the developer community  mobile world  Constrained environment  HETEROGENEOUS

11. Page 11 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL devices, key aspects Average replacement time of devices : 24months  In two years, more than 50% of the market should be reached by a new service in a given geography should the actors of the value chain agree on the use of the standard  Standard allows to have services implemented natively in devices, hence this eases the transition to a fast adoption To ensure standard success  Mandatory features is a MUST, no or very few options! Profiles should help avoiding options when needed  Ensure no fragmentation of implementation, IOP provides quality!

12. Page 12 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL OMA key objectives Define an overall service architecture  avoid silo enablers/features,  encourage enabler relationships and interactions, avoid duplication  support converged mobile AND fixed multimedia services Introduce profiling/phasing to address market  define (in technical phase) supported features in series of enablers  don’t develop mammoth enablers taking 2+ years

13. Page 13 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL perspectives OMA is delivering, but market adoption takes time ; we must be demanding but patient: market does not take-off overnight on constraints devices as mobile OMA is addressing industrialisation of multimedia services across the industry to enable implementation of native applications in mobile devices and interoperability aspects OMA should embrace all multimedia services from mobile to fixed OMA should enable profiling when needed and develop an overall architecture to enable coherence of developments across enablers

14. Thank you !

15. Page 15 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL OMA successes Key enabler successes  Location –supports 3GPP Control Plane, advanced User Plan based location  Device Management –device awareness, device config/overview, events, diagnostics  Data Synchronisation –consistency of user data across multiple environments/devices  Converged IP Messaging –move away from silo messaging technologies and silo communities  Convergence essential  Encouraged future enablers –exploit IP/multimedia, facilitate developer community, services

16. Page 16 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL learn from SMS Ubiquitous support  supported on all devices (mandated)  consistent functionality  different devices, same interoperable service No fragmentation!  avoid silos of implementations –fragmentation = lost interoperability  OMA must introduce enabler phasing to quickly address market  introduce enabler profiling – must be done inside OMA

17. Page 17 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL listen to market feedback and awareness more extensive market studies (e.g. iSuppli, GSMA …)  which devices, what services, which timeframe … more market data needed in Requirements phase ensure right enablers developed in market timeframe