VON Europe pannel session, Stockholm 18 May 2006 - It's all about Apps - Discussion points 1. Industry impact on the service provider side : are the ASPs better placed than the network providers 2. What infrastructure is required on the developer side ? Web services and other new technologies 3. Application impact of convergence : network and devices.vergence (handsets, home appliances, media centers and the like). What services : after VoIP, messaging ? 4. With the opening of services, identity management including presence, group/buddy lists, location, are there particular points linked to this. ?

1. It’s all about Apps:
3G mobile video
2006-05-18-Stockholm_Claude Florin_V2.ppt
Claude Florin
Marketing Manager, HP OpenCall Business Unit
Von Europe, Stockholm, May 18th – Session 362
© 2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

2. Social enablers
Multimedia
adoption
t
ten IPTV
n Movie Mobile TV
Co clips
Video
Photo conference
Music
Bloging
Games
messaging
Push to
Ringtones
video
MP3
Ring-back
Presence
nity
+ chat
u
mm
Voice
Co
/
portal
nal
MMS
SMS+
o
ers wireline & wireless
P
time
IP broadband
2.5G
Image source : 3 UK at 3GSM 2005
May 18, 2006 Claude Florin - It’s all about Apps: Mobile video 2

3. Social enablers
Multimedia
adoption
t
ten IPTV
n Movie Mobile TV
Co clips
Video
Photo conference
Music
Bloging
Games
messaging
Push to
Ringtones
video
MP3
Ring-back
Presence
nity
+ chat
u
mm
Voice
Co
/
portal
nal
MMS
SMS+
o
ers wireline & wireless
P
time
IP broadband
2.5G
Image source : 3 UK at 3GSM 2005
May 18, 2006 Claude Florin - It’s all about Apps: Mobile video 3

4. The rise of communities
Typically * :
•
2 to ‘000s
−
15 to 18 and more
−
Trust, sharing
−
Group events
−
Pocket peers
−
Dating
−
4 C’s (community, culture,
−
connectivity, commerce)
Example :
•
− Cyworld portal
− Mobile 3G version with
600’000 users
− ARPU of 89 $ / year ( KRW
50 bn) per month3
Source : * Tomi Ahonen + Alan Moore, Comunities dominate brands – SK Telecom
May 18, 2006 Claude Florin - It’s all about Apps: Mobile video 4

5. 3G Video business case
Customers Devices Services
43 M 23% penetration 5 % in 3 years
Active users Usage Tarifs
15 min + 20 x /mo ~ 100 $ / year
20 % ?
Revenues
1.8 B $ / year
Source : HP OpenCall Business Unit, 2006, Western Europe scenario
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6. Enable service value chain
Provisioning
•
Usage/Monitoring
•
Customer Service
•
Charging
Service •
Privacy
•
Retailers Packaging
•
Delivery
•
Location
•
Network QoS
•
Operators Authentication
•
Multi Networks
•
Usage
•
Interaction
Applications, •
DRM
•
Services, Entertainment
•
Content Information
•
Communication
•
Digital goods
•
Innovative Flexible
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7. Multimedia service creation
Video user
experiences
+ video
Web development
+ audio
+ voice
Soft
h OpenCall Media Platform + Video
DSP
CCXML interpreter VoiceXML interpreter
OAM manager Alarm manager
Network + devices
integration Resource manager Configuration manager
Signalling Media Audio Video
(SIP) processing codecs codecs
May 18, 2006 Claude Florin - It’s all about Apps: Mobile video 7

8. IMS service development
Application plane h h h h
Service delivery
HSS
plane
Switching plane
IP backbone
User equipment
plane
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9. Video service creation
May 18, 2006 Claude Florin - It’s all about Apps: Mobile video 9

10. Video service creation
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11. Interactive media sharing
• Share the latest moments
• Invite to the party …
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12. Convergence in applications
Community
Simple
oriented
Enjoyable Personal
content
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13. Convergence example
Video blogs South by South West
•Uploads 35K / day •Music & Media
•Watching 40 M / day Conference
•1300 musical acts
Nokia N90 •58 stages
•2MP,1600 x 1200
•VHS-quality video 15 fps
Web & RSS 3G
Podcasting Mobile TV
Video call
(iTunes®) (DVB-H)
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14. Video instant messaging, bloging
http://www.soundslikesuomi.com/frames.html
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15. The rise of mobile pictures and video
Individual Person to person Groups
34 pics / month
65% to be shared
40% 21% 35%
Emotions
Send to Group
friends or family experience ,
Personal Camera
in the moment or shared moment, multimedia
enjoyment or
later children, friends messaging
memories
50% small talk
5 v-calls + 3 clips +
10% 8% 4%
Tasks
Remote task Group task
To accomplish a To share for
Personal task Video-calls
task performing a 45% move
To support task
task 30% home
without sharing
20% work
28% Show + 22% Functional
Source: Kenton O’Hara et al.- Everyday Practices with Mobile Video Telephony. In Proceedings of CHI '06
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16. Conclusion
Create demand with fun
•
multimedia user
experiences
Create with value-chains
•
across content providers,
software developers and
fixed / mobile ASPs
Enable differentiation and
•
low cost using software
infrastructure such as IMS
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17. Broadband enablers
Data
Rates
(Mb/s) t
cas s.)
100 d
roa sub Mobile IP
/ b 00M WIMAX
AN : 2 network Video
WL 06
20 Quality
(20 WCDMA WB RAN
OFDM
FLO MBMS Rel 6
DVBH
WLAN EV-DO
10 HSUPA
Rev B
Rel 5 CIF 15 f/s
5 )
EV-DO bs.
800 kb/s
HSDPA su
Rev A M
00
1
EV-DO 6:
0.3 QCIF 5 f/s
0
WCDMA 20 128 kb/s
Rev 0 (
il e
b
0.6 mo
GPRS SQCIF 5 f/s
3G time 48 kb/s
2003 2004 2005 2006 2007 2008 2009 2010
May 18, 2006 Claude Florin - It’s all about Apps: Mobile video 17