L17 The Mobile Revolution

1. Lecture L17 THE MOBILE REVOLUTION

2. Why is the mobile   phone so important   to us? Q1

3. 400M daily circulations of all newspapers 800M registered cars 900M total cable/satellite TV subscribers 1.1B of all types of computers (PC, netbooks...) 1.2B total landline phones 1.5B total TV sets 1.7B total unique holders of credit cards 2.1B total unique holders of bank accounts 3.9B total FM radios in use

4. Mobile Phones 7.4billion connections worth $1.3 trillion/year https://gsmaintelligence.com/

5. There are more mobile phones in the world than there are toothbrushes Mobile Phones

6. Will grow to 8 billion phones in the next few years Image: Nokia Mobile Phones

7. Why is the mobile   phone so important   to us? Q1

8. Survival

9. In 2011, there were 48 million people in the world who have a mobile phone but do not have electricity at home Mobile Phones provide safety Cisco, January 2011

10. The Digital Revolution The enabling technologies

11. Early Systems The First Cell phone (1973) Name: Motorola Dyna-‐Tac  Size: 9 x 5 x 1.75 inches  Weight: 2.5 pounds  Display: None  Number of Circuit Boards: 30  Talk time: 35 minutes  Recharge Time: 10 hours  Features: Talk, listen, dial

12. Microchip Digital Signal Processor Mobile phones became practical in the 1980s Technical Improvements

13. Cellular Networks Radio network made up of radio  cells Tower and base

14. Base stations connect to   Mobile Telephone Switching Office   MTSO SID – System identification   Code SIM-cards Cellular Networks

15. Handoff Calls are automatically moved from one cell to the next MTSO controls the switch Roaming Connecting from one phone company   to another Cellular Networks

16. Lessons Learned: Cellular Phones ▪ Mobile phones provide safety ▪ The most common device of all ▪ Mobile phones are not practical until 1980s due to size of technology – Adjacent Possible ▪ The invention of the microchip played crucial role in the development of cell phones

17. 1G Analog

18. 1G Analog 1980s Voice only NMT, AMPS, FDMA

19. Early systems were in Bahrain, US, Japan and in the Nordic countries First international system  was NMT in the Nordic Frequency Division   Multiple Access - FDMA 1G Analog

20. Q2 When the first mobile phones become possible, how does the market evolve?

21. NMT in Nordics AMPS in the US TACS in UK C-Nets in West Germany Radiocom 2000 in France RTMI/RTMS in Italy 1G Analog

22. Q3 What are the characteristics of the first mobile phones and who where the users?

23. Big Expensive Limited Characteristics Business users Field users Mobira Talkman   frá Nokia 1G Analog Early users

24. Q4 Early on multiple system were developed all over Europe. What was the problem with that?

25. Multiple standards – roaming is a problem In the US this is not a problem 1G Analog

26. European countries decide to define   common standard – digital Work on a Global System for Mobile   Communication (GSM) starts 1982 1G Analog

27. 2G Digital

28. 1990s Voice and data 9.6 – 14.4 Kbps GSM, TDMA Downloading 3 min. MP3 song: 31-41 min. 2G Digital

29. Digital mobile phones appear in early 90s GMS takes off in 1991 –   unites Europe Time Division Multiple   Access – TDMA  2G Digital

31. US was slow in adopting 2G because roaming worked well Digital did not add enough over analog Texting and SIM cards was not known 2G Digital

32. GMS

33. Global System for Mobile Communication Built on TDMA – Digital Three times the capacity of analog, encryption, texting, SIM cards GMS

34. GMS GSM association has 800 networks in 220 countries

35. Texting Short Message System allowed 160 letters Became an accidental killer app –   messages, chat, ring tones First message sent 03.12.1992:  “Merry Christmas”

36. Lessons Learned: Cellular Phones ▪ Cars became the first platform for phones ▪ First phones are analog ▪ Multiple standard – each country invents its own – Problem with standards (history repeats itself?) ▪ Roaming problems in Europe call for a standard ▪ Digital standard developed in Europe, G2 ▪ US does not have roaming problems and gets stuck in G1

37. 3G

38. Mobile networks and the Internet start to  converge 1G and 2G are circuit switched – fine for voice  The Internet is packet-switched 3G

39. 3G Packet Switching IMT – 2000 was a global standard for 3G  mobile communications defined in mid-1990s Goals: Available 2000   Data rage 2000 kbps Frequencies in the 2000 Mhz region

40. 2000s More data 128+ Kbps GPSR, EDGE, UMTS, CDMA Downloading 3 min. MP3 song:   11 sec. – 1,5 min. 3G Packet Switching

41. More bandwidth, more applications Email, Images, music, movies, streaming Based on Code Division  Multiple Access – CDMA 3G Packet Switching

42. 3G Solutions Messages Browsing Apps (J2ME)

43. Built with limitations Screen size, bandwidth restrictions Input limited – one-handed keyboard Limited memory, battery life Fragmentation nightmare 3G Solutions

44. Then, in 2007, the world changed

46. How does the   competition  respond? Think about The Arrogance of the Present

47. iPhone hit the market in June 2007

48. Ok, let’s check the facts   five years later

49. http://www.businessinsider.com/iphone-‐bigger-‐than-‐microsoft-‐2012-‐2

51. Touch screen

52. Industrial strength desktop quality OS

53. Software and User  interface

54. Platform for Apps

55. 85 billion apps downloaded (Oct 14)

56. App market revenue is estimated to hit $77 billion by 2017

57. Smartphone Market

59. Source: Mary Meeker Slide Deck Smartphone Market

61. iPhone

62. The App Store is to the iPhone what iTunes is to the iPod Google Play is the same Availability

63. Specialized Apps with Quality of Service – Innovation Context

64. Mobile media users pick up their phone 18 times a day to consume content via apps/ browser

65. Key Trends Mobile became important in 2010 and will be a revenue opportunity going forward

66. Source: Morgan Stanley Mobile vs. Desktop

67. Source: Morgan Stanley Mobile vs. Desktop

68. Any consumer business that ignores the smartphone, will likely become irrelevant Source: Heavy Reading Smartphones

69. Bandwidth on 3G mobile networks is growing by approximately   400%   annually Source: Heavy Reading Smartphones

70. Source: Skynews Smartphones How long does it take to download a HD movie 3G - 1 hour 4G - 40 seconds 5G - 1 second

71. Cameron Says UK And Germany To Work On 5G, Internet Of Things

72. Solutions Voice, text Apps, music, videos,

73. Worldwide tablet sales are predicted to grow by more than 400% over a two-year period, reaching 81.3 million units in 2012. Tablets

74. The “mobile web” is just the web – there is only one web. It’s just displayed in multiple of screen sizes Source: The Next Big Thing: Mobile, http://www.olafurandri.com/?p=408

75. Apple Watch Can they do it again? Is Apple transforming as a company? Will US based Tech Companies disrupt the century old watch industry?

76. NEXT: SOCIAL

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