mobile phone development

1. Mobile phone development

2. Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies
Conclusions – personal view
3G Concept phone (2000)

3. Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view

4. 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

5. 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?

6. Example: Mobile newspaper experience
 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
Telenor portal:

7. 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)

8. 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

9. 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.

10. 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

11. Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view

12. Mobile email to yourphone
 Mobile email: Thepossibilitytoofferafullemailexperience
onmobilehandsets.
 Not‘wap’ orbrowserbasedsolutions
 Notonlymail, butalsocontactsandcalendar
 MobileemailintheSMEsegmentsexpectedtobea
considerabledriverformobiledatatrafficintheshortand
longterm
 Potentiallythekillerapplicationfor3Gtowardthebusiness
segment?
 Operatorfriendlycommercialsolutionsareavailablefrom
severalvendors
 Solutionprovidersrecognisetheimportanceoftheoperator
customerbaseandbranding
 Mobileemailcanbesupportedonawiderangeofhandsets
 Majorcarriershavealreadylaunchedmobileemailsolutions
(Vodafone, O2, TMobile, Telenor)
 Aservicewellsuitedfortheentire businesssegment
 FromSoHotocorporate

13. 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

14. 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

15. Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

23. Near field communication – service triggering

24. Look for opportunities in new concepts.

25. Near field communication – service triggering

26. 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

27. Deloppgave 2
Velg en tjenestetilbyder og gå i dybden på 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 å levere.
Ta hensyn da til hvem som skal levere, drifte etc
Prosjektoppgaven skal inneholde både deloppgave 1 og
2

28. Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies – new business opportunities
Conclusions – personal view

29. 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

30. 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