Mobile phone development

Overview of presentation

Key drivers in the mobile industry

Mobile as a business tool

Emerging mobile technologies

3G Concept phone (2000)

Conclusions personal view

Overview of presentation

Key drivers in the mobile industry

Mobile as a business tool

Emerging mobile technologies new business opportunities

Conclusions personal view

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
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?
Example: Mobile newspaper experienceTelenor portal:
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
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
Q1 2006
Desire to achieve standardisation without two players taking it
all (e.g. Intel & Microsoft)
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
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.
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
Overview of presentation

Key drivers in the mobile industry

Mobile as a business tool

Emerging mobile technologies new business opportunities

Conclusions personal view

 Mobile email to your phone
Mobile email: The possibility to offer a full email experience on
mobile handsets.
Not wap or browser based solutions
Not only mail, but also contacts and calendar
Mobile email 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 email can be supported on a wide range of handsets
Major carriers have already launched mobile email solutions
(Vodafone, O2, TMobile, Telenor)
A service well suited for the entire business segment
From SoHo to corporate
 Mobile email 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
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
Overview of presentation

Key drivers in the mobile industry

Mobile as a business tool

Emerging mobile technologies new business opportunities

Conclusions personal view

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
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
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
 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

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

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
Near field communication service triggering
Look for opportunities in new concepts.
Near field communication service triggering
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

Deloppgave 2
Velg en tjenestetilbyder og g i dybden p 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 levere.
Ta hensyn da til hvem som skal levere, drifte etc
Prosjektoppgaven skal inneholde bde deloppgave 1 og
2
Overview of presentation

Key drivers in the mobile industry

Mobile as a business tool

Emerging mobile technologies new business opportunities

Conclusions personal view

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
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