1. 3G & Application Platforms For Cellular Networks

2. Wireless Communications Today  Analog systems tend to disappear  Voice is the main application  Limited Applications... “one size fits all”  3 Main Technologies:

3. Courtesy of Suresh Goyal & Rich Howard

7. Standards Evolution to 3G Worldwide Japan Europe/Parts of Asia Americas/Parts of Asia 1st Gen TACSNMT/TACS/OtherAMPS 2nd Gen PDCGSMTDMACDMA 3rd Gen EDGEcdma2000 W-CDMA/UMTS Instead of solving the 2G network differences via 3G, we will continue to have W- CDMA and cdma2000 as separate networks. Both will be “optional implementation modes” in one 3G standard specification. Basic 3G phones will support one or the other. “Global phones” will be able to roam from one to the other. cdma2000

8. Advantages of CDMA as 3G Wireless Technology CDMA Has Been Proven to be Superior to other Digital Technologies with Respect to:  Coverage  CDMA's spread spectrum signal provides the greatest coverage in the wireless industry, allowing networks to be built with far fewer cell sites than is possible with other wireless technologies. Fewer cell sites translates to reduced operating expenses, which results in savings to both operators and consumers.  Capacity  CDMA allows the largest number of subscribers to share the same radio frequencies, helping service providers increase their profitability.  Clarity  CDMA filters out background noise, cross-talk, and interference  Cost  Fewer cell sites translates to reduced operating expenses, which results in savings to both operators and consumers.

9. Definition of 3G  3G is short for third-generation of digital wireless technology. It offers consistent services to mobile computer and phone users wherever they are.  Compared to 1G (analogue-based wireless technology) and 2G (digital radio wireless technology), 3G can offer faster data transfer rates, which will up to 2 Mbps (Turban et al, 2006, p.196).

10. The Foundations of 3 rd Generation  In 1992, the International Telecommunications Union (ITU), proposed the IMT-2000 concept at the WARC ’92 Conference  Besides improving teledensity as one of the objectives in this proposal, more advanced services would be introduced: higher speed data, multimedia, videoconferencing, LBS, Internet access, etc. Global roaming is another important service requirement in the IMT-2000 proposal  The next generation wireless network:  Improved voice capacity  Increased data speeds: 2 Mbps fixed, 384 Kbps pedestrian and 144 Kbps mobile  Convergence of separate networks to multi-service networks

11. The Foundations of 3 rd Generation Feature and service logic moving further into network and away from access systems.

12. Why do carriers want to move to 3G?  Faster speeds--able to handle more calls  Efficiencies in data handling  Integration with the Internet technology  More capable, multi-media handsets and devices  Global interoperability and roaming*  Advanced services and more profitable revenue opportunities

13. Some Urgent 3G Drivers  Need to increase wireless data revenues and ARPU as voice prices decline  Staggering investment already made in preparing for 3G upgrades  Pressure by device makers and governments  3G License clock ticking in Europe  Dramatic success stories:  Korea, Japan markets are embracing 3G  Fear of falling even further behind  Competition from WiFi as the high-speed alternative

14. Applications Commercialization of 3G was first emerged in Japan in 2001. It creates following six new services:  Customized Infotainment;  Multimedia Messaging Service;  Mobile Intranet/Extranet Access;  Mobile Internet Access;  Location-based Services;  Video conferencing

15. Revenue Generating Data Features

16. New Business Models  Rapid delivery of new applications  Multi-Domains applications  Integrating IT and Telecomm applications  Host 3rd party applications within your network  Branded by Network Provider  Branded by Service Provider  Host 3rd party applications outside your network  Service Provider acts as distribution channel  Customize applications for Enterprise User  Connect enterprises who develop their own applications

17. Context-based vs. Content-based  The access to network resources enables the ability to combine services  such as buddy service, prepaid, information services  Example:  Where are the best Chinese restaurants within 5 miles of the city I’m traveling in?  Let me see the menu  Make me a reservation and give me that table in the corner

20. Biggest Threat to Today ’ s 3G — Wireless LANs  Faster than 3G  11 or 56 Mbps vs. <2 Mbps for 3G when stationary  Data experience matches the Internet  With the added convenience of mobile  Same user interface (doesn ’ t rely on small screens)  Same programs, files, applications, Websites.  Low cost, low barriers to entry  Organizations can build own networks  Like the Internet, will grow virally

24. 3rd Generation Wireless Vision  Extends current data applications & devices  Enables breakthrough data services Web Browsing E-mail E-Commerce Telemetry Vertical Solutions Vehicle Location Messaging Full Web browsing E-mail w/ Attachments Richer E-Commerce Multimedia Messaging Streaming Audio & Video Online Games Video Telephony Music Download 2nd Generation 3rd Generation 9.6 Kbps28.8 Kbps384 Kbps

25. Application Platforms For Cellular Networks  WAP: discredited in first outing, but still alive and well as a backend mobile server standard  SMS: proven worldwide but just emerging in US; limited to plain text messaging  MMS: standard behind the exchange of pictures from camera phones; also for many audio and graphic formats  iMode: proven in Japan; export still in doubt  J2ME (Java for mobile): large developer following and handset deployment; confused business models  BREW: CDMA app platform: big in a few areas; clearer business and distribution model

26. Overview of WAP  WAP is an acronym for Wireless Application Protocol  A WAP-enabled phone acts like a miniature browser – with obvious limitations on graphical display  WAP content is marked up in WML – Wireless Markup Language  Small client-side applications can be written in WMLScript (like JavaScript)  Images are crude and delivered in wbmp format

27. WAP Architecture WAP combines handset and server functionality:  The mobile device has embedded browser software  This browser connects to a WAP gateway and makes a request for information from a WAP- enabled web server  The content for wireless devices can be stored on any web server on the Internet, but the content must be formatted for the mobile device using WML

28. Early WAP Was Over-Sold  Wireless Internet Browsing conveyed WWW on the phone - not what subscribers experienced  Expected WAP to quickly become the “killer application” builder for mobile commerce  Hundreds of new companies and thousands of WAP developers quickly went out of business instead  Currently WAP is valued as infrastructure for delivering content and messaging to phones  Re-emerging as Internet enabled phone client

29. Evolution of messaging Versatility of Content and User Benefits Time Text SMS Text & Graphics Picture Messaging Digital image input Multimedia Message Service New content types Mobile Multimedia Rich Call Browsing Messaging

30. SMS SMS=Short Message Service=Current Worldwide “Killer Application” A basic text messaging service for sending messages up to 160 characters to mobile phones Runs on separate channel from voice traffic-much cheaper for operators to carry text messages (started out as free service in many countries) Overwhelming user uptake in Europe and A/P -- billions of messages sent each month; very profitable for carriers

31. 0 10 20 30 40 50 60 0%10%20%30%40%50%60%70%80% Mobile Penetration SMSs/subs/month Finland Norway Germany Italy Portugal Greece UK France Sweden Spain SMS growth in Europe

32. i-Mode  In 1999 Japanese wireless operator NTT DoCoMo decided to launch its own specially developed application environment for subscribers and to open its billing system to application providers  DoCoMo developed a programming language based on HTML (cHTML), set up the billing and distribution infrastructure and manufactured a new breed of application friendly handsets.

33. Importance of iMode Model  First to value the content/app provider part of the business model--developers get the revenues for application usage (minus 9% for DoCoMo to handle billing)  Enormous popularity with very large range of titles and applications developed  Viewed as a potential model for Europe & US (investment in AT&T Wireless, launch with KPN)

34. J2ME and BREW Applications Why Run Locally on the Handset?  Overcomes some of the issues with messaging applications  No network/delivery delay in highly interactive apps like games  User not worried about cost of airtime or message delivery; one-time fee for downloading easier to present to the marketplace  Can use processing power of device to add speed, graphics, and logic support for richer user experience

35. New Phones Have MMS, WAP, Java (GSM) or BREW (CDMA) – 400 million plus in 2003