1. Social Applications: The Mobile Imperative
Panel Discussion
September 1st , 2009
Shoshana Loeb, PhD
Executive Director
Applied Research T M
Telcordia Technologies, Inc.
RRC-1A361
One Telcordia Drive
Piscataway, NJ 08854
USA

2. Mobile Social Network Adds location sensors Enables
richer communication
May give rise to issues around
mobile device choices
end-to-end business model
privacy

3. Social Networking Example
Facebook or twitter-like application indicating “friends” that are “nearby” — e.g., within a cell
offers personalized notification zone
leverages address book(s)
filters availability by calendar(s)
can use location server and presence server

4. Three Questions
Mobile device: one smart mobile device or many specialized devices?
End-to-end ecosystem: who will provide what functionality to mobile device users?
User experience: how can users protect their information? or
do users know what opting-in implies?

5. Mobile Device Choices How specialized? How expensive?
general purpose
app specific
How expensive?
monthly plan
pre –paid
pay for application
Relationship with mobile carriers
social network on the go?

6. End-to-End MVNO Services Ecosystem
MVNE
MNO
Brand & Marketing
Service Offer Development
Analytics
Customer Care Mobile Devices Management
Services Platform Application Servers
Back Office (including billing) Access Negotiation
Voice and Data Capabilities ?
Voice & Data Capacity

7. Comments on Business Boundaries
Wireless network carriers
own device information
can facilitate obtaining location information
If the application is provided by a third party, members of the mobile social network do not need to use the same wireless network carrier
The role of Wi-Fi and Bluetooth based communication

8. Privacy
Users do not fully grasp implications of opt-ins in mobile social application scenarios
Maintaining relationships between the various information sources and the applications that use them can be complex

9. Opt-in and Privacy
Example: what infrastructure support is needed in order to provide users with “early warning” that they are about to be seen?
Who is in the best position to provide such functionality?

10. How Can Advanced Services be Enabled While Addressing Privacy Concerns
(M)ASPs:
(Mobile) Application Service Providers
Wireless Network Info — location, equipment IDs
Financial Data
Medical Records
Real-Estate Information
Personal Info
contacts
calendar …
Location- Based Advertising
Social Networking
Healthcare Apps
Financial Apps
Concierge Services
Authentication & Authorization
Access Control Layer
Information Layer

11. Concluding Remarks Technology as well as business models are evolving
User-experience and cost considerations will determine the fate of special purpose mobile devices
Privacy will become harder to protect and manage