Mobile Applications 2013,Comprehensive Research and Business Intelligence Package:Industry Analysis Report

Mobile Applications 2013: Comprehensive Research and Business Intelligence Package

Mobile network operators have reached a cross-roads as penetration has reached saturation. Carriers seek to
improve top-line revenue and profitability through data plans. Some operators have already started to earn
more money from data than voice services. With the introduction of fourth generation (4G) cellular, carriers
will realized efficiency improvements as well as additional capacity to sell even more data. However, the
introduction of LTE networks comes with a price in the form an evolving supply/demand dynamic.
As LTE provides additional capacity, and carriers fill-up demand with data subscribers, the supply/demand
curve will shift, and with it pricing. The carriers will eventually reach a plateau in data revenues at about the
same data service profitability begins to decrease due to competitive factors and eventual price erosion. To
improve the bottom line, and to improve their margins, carriers must accelerate application development and
strategic partnerships. They must also focus on high value customers, most notably the medium to large
business/enterprise customers. Finally, they must develop their own Value-added Service (VAS) applications,
which leverage various corporate assets including their Subscriber Data Management (SDM), location, OSS,
and optimization systems. Accessing these systems will be via telecom API. Carriers must also leverage
enterprise API for various VAS such as Enterprise Dashboard.
This report bundle is must reading for anyone in the mobile application and services value-chain. At over
1,500 pages, it is by far the most comprehensive research focused on mobile applications, services, app stores,
the future of applications/services, next generation applications, forecasts, and more.
This research package includes:
Mobile Applications and App Stores: Market Analysis and Forecasts 2013 – 2018 (90 pages) Carrier
LTE Application Strategies to Combat OTT Players and Services (110 pages) Mobile Location-based
Marketing Solutions Analysis and Market Forecast 2013-2018 (174 pages) Rich Communications Services
(RCS): Market Opportunities and Forecast 2013 – 2018 (62 pages) Mobile Value-added Services
(VAS) in 4G: Market Analysis and Forecasts for LTE-based VAS 2013 – 2018 (178 pages) Telephony
Application Programmer Interface (API): Ecosystem, Value-chain, Business Models and Market
Opportunities (39 pages) Mobile Location Commerce 2013 – 2018 (129 pages) Mobile Applications
and Widgets: Portable Applications on Mobile Platforms, Sixth Edition (198 pages) Mobile Value-added
Services (VAS) in the Cloud: Security Challenges, Market Opportunities and Forecasts 2013 – 2018
(57 pages) Mobile VAS Markets, Applications, and Opportunities - Third Edition (504 pages) Augmented
Reality in Gaming and Entertainment (42 pages) HTML5 Solutions and Applications (47 pages)
Important Note: To support the future of mobile applications development, we offer substantial discounts to
small companies. Inquire about discounts.
Target Audience:
Mobile network operators Wireless handset developers Telecom Infrastructure providers Managed telecom
service providers Providers of mobile content and commerce Value-added Service (VAS) application
developers
table Of Contents:


this Research Package Includes The Following Reports:

carrier Lte Application Strategies To Combat Ott Players And Services

1.0 Executive Summary 9

2.0 Introduction 10
2.1.1 What Is Over-the-top (ott) And Its Impact? 10
2.1.2 Ott Trends 10
2.1.3 The Carrier Imperative 11

3.0 Carrier Challenges 13
3.1 Spectrum Availability 13
3.2 Capex Budgets 13
3.3 Is More Capacity Better? 13
3.3.1 Advantages 13
3.3.2 Disadvantages 13
3.4 The Fight Against Ott Players 14
3.4.1 Ott Voice 14
3.4.2 Ott Messaging 14
3.4.3 Carriers To Fight Back 16
3.5 The Drivers For New Applications 18

4.0 Lte Application Strategy 20
4.1 Prepare For Much More Data Usage 20
4.1.1 Biggest Factor In Mobile Data: Mobile Video 20
4.1.2 Mobile Video Forecast 21
4.2 Prepare For Increasingly More Services In The Cloud 21
4.2.1 The Role Of Incumbent Network Operators In Mobile Cloud 22
4.2.2 Mobile Data In The Cloud Forecast 23
4.3 Prepare For Increasingly Marginalized Core Services 23
4.3.1 Marginalization Drives The Need For Value-added Services 23
4.3.2 Valued Services Include Commerce, Content And Apps 24
4.4 Prepare For Deployment Of Value-added Services 28
4.4.1 What Is A Value-added Service (vas)? 28
4.4.2 Relationship Of Vas To Other Services 29
4.4.3 Why Are Vas Important? 29
4.4.4 The Vas Supply Chain 29

4.4.5 Carrier Planning For Vas Applications 29

5.0 Lte Application Roadmap 32
5.1 Video 32
5.1.1 More Of The Same: Only Faster 33
5.1.2 Video Call 36
5.1.3 Lte Video Broadcast 37
5.1.4 Mobile Tv In Lte 38
5.2 Voice Over Lte (volte) 42
5.2.1 Gsma Volte Iniatives 43
5.2.2 Alternatives To Volte 44
5.3 Rich Communications Services (rcs) 45
5.3.1 Gsma Rcs Initiatives 47
5.3.2 Rich Calls 48
5.3.3 Rich Messaging 49
5.3.4 Rcs And Video 50
5.3.5 Dynamic Address Book (dab) 51
5.4 Lte Direct 52
5.4.1 Direct Services 53

6.0 Lte Vas Market Outlook And Forecasts 56
6.1 Assumptions About Mobile Subscriptions And Mobile Data 56
6.2 Mobile Data 58
6.3 Mobile Advertising 58
6.4 Api-based Apps Downloads 63
6.5 Social Networking/matching 64
6.6 Coupons, Loyalty And Venue-based Services 66
6.7 Geo-location Based Services 69
6.8 Mobile Gaming 72
6.9 Mobile Virtual Goods 74
6.10 Video, Tv, Pay-tv And Second-screen 74
6.11 Mobile Health 76
6.12 Music Services (including Ringback And Ringtones) 77
6.13 Machine-to-machine (m2m) 78
6.14 Connected Vehicles 79
6.15 Public Safety Lte 80
6.16 Messaging, Texting, And Sms (not Related To Rcs) 82
6.17 Small Cell Targeted Advertising 83
6.18 Miscellaneous Subscription Services 84
6.19 Forecast Summary And Comparative Analysis 85


7.0 Conclusions And Recommendations 87
7.1 Carriers To Offer Their Own “dialable Voip” Via Volte 88
7.1.1 Volte Issues And Deployment Constraints 90
7.1.2 Volte = Diable Voip = Voice Ott Killer And Vas Launchpad 90
7.2 Carriers To Develop Own Value-added Services (vas) 91
7.2.1 Why Vas Applications? 92
7.2.2 The First Post-volte Vas: Rich Communications Suite (rcs) 93
7.2.3 Rcs/joyn® Status 95
7.2.4 Charging For Mvas 96
7.3 Carriers To Leverage Lte And Cloud For Vas Applications 97
7.3.1 The Cloud, Vas, And Disruptive Factors 98
7.3.2 Rise Of The Personal Cloud 98
7.4 Carriers To Leverage Telecom And Enterprise Apis For Own Vas 101
7.4.1 Carrier Business-to-business (b2b) Api Services 101
7.4.1 Carrier And Enterprise Apis For Business-to-business (b2b) Services 104
7.4.2 Carrier And Enterprise Apis For Business-to-consumer (b2c) Services 105
7.5 Carriers To Strategically Partner With Certain Ott Players/solutions 107

8.0 Growth Drivers For Mobile Vas Applications 109
8.1 New Vs. Unproven Applications 109
8.2 Market Driver: Targeted Offerings And Premium Services 110
8.3 Internet Protocol And Web-based Applications 111
8.4 Next Generation Networks A Driver For Mvas 111

mobile Location-based Marketing Solutions Analysis And Market Forecast 2013-2018

1.0 Introduction 6

2.0 Location Based Marketing (lbm) Overview 8
2.1 Advertising Vs. Marketing 8
2.2 What Is Location-based Marketing (lbm)? 9
2.3 Lbm Technologies 10
2.4 Lbm Channel And Comparative Analysis 11
2.5 Location-based Marketing Value Chain 12
2.6 Latest Industry Developments 14
2.7 How Is Location-based Search Helping Lbm? 16


3.0 Ecosystem Analysis 17
3.1 Mobile Network Operators 17
3.2 Application Providers 17
3.3 Content Providers 17
3.4 Device Manufacturers 18
3.5 Merchants And Local Companies 18
3.6 Mobile Software Vendors 18

4.0 Location Based Coupon Solution Analysis 19
4.1 Coupies 19
4.1.1 What Is Coupies? 19
4.1.2 What Do They Do? 19
4.1.3 Coupies Functionality 19
4.1.4 Strength Of Coupies 20
4.1.5 Benefits For Brands 20
4.2 Groupon 20
4.2.1 What Is Groupon? 21
4.2.3 Groupon Functionality 21
4.2.4 Groupon Strengths 22
4.2.5 Benefits For Brand 22
4.3 Vouchercloud 23
4.3.1 What Is Vouchercloud? 23
4.3.2 What Does Vouchercloud Do? 23
4.3.3 Vouchercloud Functionality 23
4.3.4 Vouchercloud Strengths 24
4.4 Yourbandeals 24
4.4.1 What Is Yourbandeals? 25
4.4.3 Yourbeandeals Functionality 25
4.4.4 Yourbandeals Strengths 26
4.5 Yowza 28
4.5.1 What Is Yowza? 28
4.5.3 Yowza Functionality 28
4.5.4 Yowza Strengths 30

5.0 Mobile Local Search Solution Analysis 31

5.1 Mobile Commerce ( The Company) 31
5.1.1 What Is Mobile Commerce? 31
5.1.3 Mobile Commerce Functionality 31
5.1.4 Mobile Commerce 32
5.2 Yelp 34
5.2.1 What Is Yelp? 34
5.2.3 Yelp Functionality 35
5.2.4 Yelp Strengths 35
5.2.5 Benefits For Brand 36
5.3 Qype 36
5.3.1 What Is Qype? 36
5.3.3 Qype Functionality 37
5.3.4 Qype Strengths 37
5.3.5 Benefit For Brands 38

6.0 Proximity Mobile Marketing Solution Analysis 39
6.1 Neomedia 39
6.1.1 What Is Neomedia? 39
6.2 Proxama 40
6.2.1 What Is Proxama? 40
6.2.3 Proxama Strengths 42
6.3 Proximus Mobility 42
6.3.1 What Is Proximus Mobility? 42
6.3.3 Proxama Strengths 45
6.4 Scanbuy 45
6.4.1 What Is Scanbuy? 45
6.4.3 Scanbuy Strengths 47

7.0 Market Forecast 48
7.1 Location Based Service (lbs) Revenue Market Share 2013 – 2018 48
7.2 Location-based Search Devices By Mobile Os 2013 49

7.3 Global Mobile Lbm Revenue 2013-2018 49
7.4 Regional Distribution Of Mobile Lbm Revenue 2013 – 2018 50
7.5 Mobile Lbm Revenue By Mobile Search Vs. Display 2013-2018 51
7.6 Mobile Lbm Revenue By Ad Format 2013 - 2018 52

8.1 Conclusions 53
8.1.1 Lbm Is A Bridge To Mobile Commerce 53
8.1.2 Lbm And Mobile Commerce: A Continuum Of Opportunities 54
8.2 Recommendations 57
8.2.1 Mobile Network Operators 57
8.2.2 Infrastructure Providers 64
8.2.3 Wireless Device And Os Providers 65
8.2.4 Retailers 66

appendix: Location Technologies

rich Communications Services (rcs): Market Opportunities And Forecast 2013 – 2018

executive Summary 4

introduction 5
voice Over Lte (volte) 5
the Benefits Of “dialable” Voip 5
rich Communications Service (rcs) 7
rcs Is A Value-added Service (vas) 7
rcs/joyn® 8
release Standards And Joyn 10
rcs/joyn® Status 11
issues And Challenges With Rcs/joyn 12
rcs Without Joyn 13
rcs Technical And Business Issues 15
overview 15
rcs And Ims 16
rcs Use Cases 16
core Rcs Feature Functionality 18

rich Calls 18
rich Messaging 19
rcs And Video 19
enhanced Address Book 20
future Rcs Functionality And Applications 21
rcs In Mobile Commerce 21
rcs And Cloud Storage/access 24
rcs And Lte Direct 25
rcs Market Analysis And Forecasts 25
rcs/joyn Revenue Forecasts 26
rcs Market Drivers 28
rcs Vs. Ott Applications 28
no Cost And Low Cost Voip 29
no Cost And Low Cost Texting 29
ott Service Provider Comparative Analysis 30
mobile Network Operators (mno) Versus Ott Players 31
mno And Ott Coexistence? 33
rcs And Enterprise Customers 34
rcs And Social 36
rcs Industry Support 38
rcs And Other Vas Enablers 38
presence 38
identity, Personal Data, And Preference Management 42
telecom Api And Management 44
role And Importance Of Telephony Api 45
summary And Recommendations 47

appendix: Ngn Technologies 50
technical Overview Of Ims And Sdp 50
sdp Architecture 50
sdp And Oss/bss 51
ip Multimedia Subsystem (ims) 53
technologies Supporting Ims 56
ims And Sip 56

mobile Value-added Services (vas) In 4g: Market Analysis And Forecasts For Lte-based Vas 2013 - 2018


2.0 Introduction 10

3.0 Long Term Evolution (lte) 11
3.1 Lte 2013 Status Update 11
3.2 Lte Subscriptions 13
3.3 Lte Release 11 And The Roadmap Beyond 14
3.4 Lte Direct 16
3.5 Lte Direct Applications 18

4.0 Lte Value-added Services (vas) 21
4.1 Assumptions About Mobile Subscriptions And Mobile Data 21
4.2 Mobile Data 23
4.4 Api-based Apps Downloads 28
4.5 Social Networking/matching 29
4.6 Coupons, Loyalty And Venue-based Services 32
4.7 Geo-location Based Services 34
4.8 Mobile Gaming 37
4.9 Mobile Virtual Goods 39
4.10 Video, Tv, Pay-tv And Second-screen 39
4.11 Mobile Health 41
4.12 Music Services (including Ringback And Ringtones) 42
4.14 Connected Vehicles 44
4.15 Public Safety Lte 45
4.16 Messaging, Texting, And Sms (not Related To Rcs) 47
4.17 Small Cell Targeted Advertising 47
4.18 Miscellaneous Subscription Services 49
4.19 Lte Vas Roll-up 49

5.0 The Most Actively Anticipated Vas: Volte 51
5.1 How Volte Works 51
5.2 Why Volte Is In The Best Interests Of Mobile Operators 52
5.2.1 Management Of Macro Spectrum 52
5.2.2 Greater Efficiency Of Micro Spectrum 53
5.2.3 Improved Qos 53
5.2.4 Less Hardware And Cots Equipment 53
5.2.5 Roaming Will Be Dramatically Easier 53

5.2.6 Less Expensive Per Bit Backhaul 54
5.2.7 Comparable Device Perform Better On Lte Than On 3g Networks 54
5.3 Factors That Could Slow The Growth Of Volte 54
5.3.1 Spectrum Issues Including The Lack Of Globally Harmonized Spectrum 55
5.3.2 Lack Of Spectrum Coherency In The United States 55
5.3.3 Device Manufacturers Are Reticent To Support Volte 56
5.3.4 Technical Challenges In The Network 57
5.3.5 Relaxed Rules On Network Sharing In The European Commission 58
5.3.6 The Global Recession Continues 58
5.4 The Status Of Current Volte Mobile Operators 58
6.0 Rich Communications Suite (rcs) 60
6.1 Rcs/joyn® 60
6.2 Release Standards, Suites And Profiles In The Joyn® Platform 61
6.3 Rcs/joyn® As Of Today 63
6.4 Rcs/joyn® And The Elephant In The Room 64
6.5 Rcs Approaches Not Involving Joyn® 64
6.6 Ott Service Providers 65
6.7 Mobile Operators Versus Over-the-top Service Providers 67
6.8 Mobile Operators And Ott Providers: Coexistence? 68
6.9 Rcs/joyn Revenues 69

7.0 Prospects For Volte And Rcs Deployments By Region 72
7.1 Asia Pacific 73
7.1.1 Australia 74
7.1.2 China 75
7.1.3 Hong Kong 76
7.1.4 India 77
7.1.5 Japan 78
7.1.6 South Korea 80
7.1.7 Rest Of Asia Pacific 81
7.1.8 Forecast Asia Pacific Volte 82
7.2 Cala 83
7.2.1 Argentina 84
7.2.2 Brazil 85
7.2.3 Chile 86
7.2.4 Colombia 87
7.2.5 Mexico 87
7.2.6 Puerto Rico 88
7.2.7 Rest Of Cala 88
7.2.8 Forecast Cala Volte 89
7.3 Eastern Europe 90
7.3.1 Hungary 91

7.3.2 Poland 92
7.3.3 Romania 92
7.3.4 Russia 93
7.3.5 Rest Of Eastern Europe 95
7.3.6 Forecast Eastern Europe Volte 96
7.4 Middle East And Africa 96
7.4.1 Continental Africa 97
7.4.2 Saudi Arabia 97
7.4.3 South Africa 99
7.4.4 Rest Of Middle East And Africa 100
7.4.5 Forecast Middle East And Africa Volte 101
7.5 North America 101
7.5.1 Timeline Of Activities In The North American Market 102
7.5.2 At&t 104
7.5.3 Bell Mobility 105
7.5.4 Clearwire 106
7.5.5 Rogers Wireless 107
7.5.6 Sprint 107
7.5.7 Telus Mobility 108
7.5.8 T-mobile/metropcs 109
7.5.9 Verizon Wireless 110
7.5.10 Rest Of Region North America 111
7.5.11 Forecast North America Volte 112
7.6 Western Europe 112
7.6.1 Strategies Of The Pan-european Mobile Carriers 113
7.6.2 France 116
7.6.3 Germany 117
7.6.4 Italy 118
7.6.5 Spain 119
7.6.6 Sweden 120
7.6.7 United Kingdom 120
7.6.8 Rest Of Western Europe 121
7.6.9 Forecast Western Europe Volte 123
7.7 Roll-up Forecast Global Volte 124

8.0 Vendor Analysis 125
8.1 Empirix 125
8.2 Opencloud 126
8.3 Openmind Networks 128
8.4 Samsung 129
8.5 Tropo 130


9.1 Carriers 133
9.2 Content Providers 135
9.3 Application Developers 136
9.3.1 Consumer Market 137
9.3.2 Enterprise Market 138
9.3.3 Independents 138
9.4 Infrastructure Providers 141
9.4.1 Ericsson 142
9.4.2 Huawei 142
9.4.3 Nokia Siemens Networks 143
9.4.4 Alcatel-lucent 143
9.4.5 Zte 143
9.5 Wireless Device Providers 146
9.5.1 Overview 146
9.5.2 Lte Handset Issues 148

10.0 Glossary 151

11.0 Appendices 155
11.1 Lte Technology And Architecture 155
11.1.1 Lte Technology 155
11.1.2 Lte Advanced 158
11.1.3 Lte Infrastructure Elements And Architecture 159
11.2 Lte Architecture Details 168
11.2.1 Service Architecture 169
11.2.2 Layer 2 Of Lte 170
11.2.3 Downlink Logical 171
11.2.4 Uplink Logical 172
11.2.5 Mobility Across Enbs 173
11.3 Ip Multimedia Subsystem (ims) 174
11.4 Service Centralized And Continuity Application Server (scc) 177

telephony Application Programmer Interface (api): Ecosystem, Value-chain, Business Models And Market
Opportunities


2.0 Introduction 6
2.1 What Is An Api? 6
2.2 What Are Telephony Api’s? 6
2.3 Telephony Api Types 6
2.3.1 Messaging Api’s 6
2.3.2 Location 7
2.3.3 Payments 7
2.3.4 Voice/speech 7
2.3.5 Subscriber Data Management And Identity 7

3.0 Market For Telephony Api’s 8
3.1 Drivers For Telephony Api’s 8
3.2 Api Application Use Cases/applications 8
3.2.1 Personal Information Management And Communications 8
3.2.2 Retail Shopping 11
3.2.3 Cloud Storage/access 11
3.2.4 Friend Finder 12
3.2.5 Internet Of Things 12
3.3 Addressable Market 13
3.4 Current Market 14

4.0 Telephony Api Business Models 15
4.1 Model One 15
4.2 Model Two 15
4.3 Model Three 15

5.0 The Telephony Api Ecosystem And Value Chain 16
5.1 Api Management And The Role Of Aggregators 17
5.1.1 The Role Of Aggregators 17
5.1.2 Case Example: Location 17
5.1.3 Case Example: Identity 19
5.2 Api Aggregator Companies To Manage Core Apis 20
5.2.1 Presence Detection Data 21
5.2.2 Location Determination Data 21
5.2.3 Service Configuration Management (scm) 21
5.2.4 Subscriber Data Management (sdm) 21


6.0 Leading Api Companies 22
6.1 2600 Hz 22
6.1.1 Strengths 22
6.1.2 Weaknesses 23
6.1.3 Opportunities 23
6.1.4 Threats 23
6.2 Callfire 23
6.2.1 Strengths 24
6.2.2 Weaknesses 24
6.2.4 Threats 24
6.3 Plivo 24
6.3.1 Strengths 24
6.3.2 Weaknesses 24
6.3.4 Threats 24
6.4 Tropo 25
6.4.1 Strengths 25
6.4.2 Weaknesses 25
6.4.4 Threats 25
6.5 Twilio 25
6.5.1 Strengths 25
6.5.2 Weaknesses 26
6.5.4 Threats 26
6.6 Urban Airship 26
6.6.1 Strengths 26
6.6.2 Weaknesses 26
6.6.4 Threats 26
6.7 Voxeo 27
6.7.1 Strengths 27
6.7.2 Weaknesses 27
6.7.4 Threats 27

7.0 Api Management 28
7.1 Layer 7 28
7.2 Mashery 28


8.0 Api Company Comparative Analysis 30

9.0 Api Company Acquisitions 31

10.0 Potential Acquiring Companies 32
10.1 Carrier Infrastructure Providers 32
10.1.1 Alcatel-lucent 32
10.1.2 Ericsson 32
10.1.3 Nokia Siemens Networks 32
10.2 Portals 32
10.2.1 Yahoo! 32
10.3 Service Bureau Companies 33
10.3.1 Ibm 33
10.3.2 Neustar 33
10.3.3 Syniverse 33
10.3.4 Transaction Network Services (tns) 34
10.4 Technology Companies 34
10.4.1 Ca Technologies 34
10.4.2 Intel 35

11.0 Potential Acquisitions 36
11.1 Apigee 36
11.1.1 About Apigee 36
11.1.2 Why Apigee 36
11.1.3 Who Would Acquire Them? 36
11.2 Urban Airship 36
11.2.1 About Urban Airship 36
11.2.2 Why Urban Airship 36
11.3 Voxeo 37
11.3.1 About Voxeo 37
11.3.2 Why Voxeo 37
11.4 Non Pure-play Api Management Companies 37

12.0 Future Of Telephony Api’s 38
12.1 Carriers And The Future Of Telephony Api’s 38
12.1.1 Carriers, Api’s And Ott 39
12.2 Telephony Api Ecosystem To Benefit Enterprise 39

12.3 Consolidation In The Api Industry 39

mobile Location Commerce 2013 - 2018


2.0 Introduction 11
2.1 Location Commerce Methodology 14
2.2 Location Advertising 15
2.2.1 Position Determining Equipment (pde) 16
2.2.2 Mobile Positioning Center (mpc) 17
2.2.3 Geographic Information System (gis) 18
2.2.4 Location-specific Content 19
2.3 Satellite-based Technologies Overview 21
2.3.1 Geostationary Satellites 23
2.4 Global Positioning System 25
2.4.1 Gps Coverage 29
2.4.2 Gps Calculations 30
2.4.3 Satellite Position Determination 31
2.4.4 Calculation Of A Gps Device’s Distance From A Satellite 32
2.4.5 Lte Benefits For The Lbs 34
2.4.6 Conclusion 40
2.4.1 Using Location Commerce As Offline Application To Increase Profit 40

3.0 Location Commerce: Missing Loop In Mobile Commerce Value Chain 42
3.1 Location-based E-commerce 42
3.1.1 Google Local And Google Maps On Mobile Devices 43
3.1.2 Location Based Service Gaming 44
3.2 Google In Location Commerce 47
3.2.1 Google+ And Location Services 48
3.2.2 Facebook Social Selling Vs Google+ Social Selling 48
3.3 Apps For Location Commerce 51
3.4 Location Commerce Mobile Apps Performance 53
3.4.1 Case Study Foursquare 53
3.4.2 Case Study Yelp 54
3.4.3 Case Study Loopt 55
3.5 Location Commerce Pros And Cons 56
3.5.1 Pros 56
3.5.2 Cons 56

3.6 Location Commerce Challenges 59
3.7 Location-based Advertising 60
3.7.1 Case Study: The Use Of Lbs In Mobile Advertising 60

4.0 Social-based Location Services 63
4.1 Facebook Check-in Service 63
4.2 Social Media Benefits To The Location Commerce 64
4.3 Social Media + Mobile Solutions + Cloud Computing 71
4.3.1 Mobile Os Overview 73
4.3.2 Applications And Application Store Overview 73
4.3.3 Social Media Access 74
4.3.4 Infrastructure As A Service (iaas) 77
4.3.5 Platform As A Service (paas) 78
4.3.6 Software As A Service (saas) 78
4.3.7 Somoclo Overview 79
4.3.8 Overall Analysis 82
4.4 Somoclo Market Analysis 83
4.4.1 Market Share 83
4.4.2 Market Analysis 88
4.4.3 Market Predictions 91
4.4.4 Business Opportunities 93

5.0 Location Commerce Market Analysis 97
5.1 Benefits Of The Location Commerce To Mobile Commerce Vendors 98
5.1.1 Location Commerce Market For Mobile Commerce Applications 2013-2017 98
5.2 Location Commerce Market Challenges Along With Recommendations 103
5.3 Location Commerce Market By Region (2013-2018) 103
5.3.1 Usa 103
5.3.2 Asia Pacific 104
5.3.3 Europe 106
5.3.4 Middle East And Africa 107
5.4 Location Commerce Market By Industry 107
5.4.1 Fashion Market Share 2013-2018 107
5.4.2 Travel And Resorts 109
5.4.3 Retail 109
5.4.4 Restaurants And Coffee Shops 110

6.0 Appendix 112
6.1 Determining Location Using Gps 112
6.1.1 Gps Error Sources 112

6.1.2 Selective Availability 112
6.1.3 Tropospheric Delays 113
6.1.4 Ionospheric Delays 113
6.1.5 Multi-path Delays 113
6.1.6 Geometric Dilution Of Precision (gdop) And Visibility Delays 113
6.1.7 Gps Calculation Refinement 114
6.1.8 Pseudo-ranges 114
6.1.9 Differential Correction 115
6.1.10 Waas - Wide Area Augmentation Signal. Egnos And Msas 116
6.2 Other Considerations 116
6.2.1 Time To First Fix (ttff) 116
6.2.2 Cold Start 116
6.2.3 Autonomous Start 116
6.2.4 Warm Start 117
6.2.5 Hot Start 117
6.2.6 Obscuration 117
6.3 Assisted Gps (a-gps) 117
6.3.1 Assisted Gps Historical Background 117
6.3.2 How Assisted Gps Works 121
6.4 The Evolution Of Lbs 126
6.4.1 Comparing Handset-based And Network-based Strategies 127


mobile Applications And Widgets: Portable Applications On Mobile Platforms, Sixth Edition

1 Executive Summary 9

2 Definition Of A Mobile App 11
2.1 What Separates An App From A Bundled Device Feature? 11
2.2 Examples Of Current Mobile Apps 11

3 History Of Mobile Platform Programming 12
3.1 The First Widget 12
3.2 Hardware Widgets? 13
3.3 Hardware And Software Evolution 14

3.3.1 Hardware Evolution 15
3.3.1.1 The Smartphone Revolution 18
3.3.2 Development Platform Evolution 18
3.3.2.1 Palm 19
3.3.2.2 Wap, Wml, And Html 20
3.3.2.3 Current Platforms 22
3.3.2.4 Html5 Disadvantages 23
3.3.2.5 Html5’s Fragmentation 23
3.3.2.5.1 Html And Mini Browsers 25
3.3.2.5.2 Adobe, Flash, And Silverlight 26
3.3.2.5.3 Javascript 26
3.3.2.5.4 Ajax 26
3.3.3 Development Future 27

4 Platform Architectures 27
4.1 Platform Specific Development 28
4.1.1 Symbian 28
4.1.2 Windows Mobile, Windows Phone 7 29
4.1.3 Blackberry Os 30
4.1.4 Iphone Osx 32
4.1.5 Linux 34
4.1.6 Danger Hiptop, Sidekick 35
4.1.7 Android 35
4.2 Portable App Development 36
4.2.1 J2me Platform 37
4.3 Web Based Apps 38
4.3.1 Wap/wml/xml 38
4.3.2 Web 2.0 And Social Software 38
4.3.3 Html 39
4.3.3.1 Browser Constraints By Platform 39

5 Key Development Concepts 40
5.1 Size Constraints 40
5.1.1 Compact Code 40
5.1.2 Compact File Space 40
5.2 Display Constraints 41
5.2.1 Display Sizes And Standards 41
5.2.2 Multiple Displays 42
5.3 Input And Controls 42
5.3.1 Input Device Types 42
5.3.1.1 Keypad 43

5.3.1.2 Keyboard 44
5.3.1.3 Touch Screen 44
5.3.1.4 Scroll Wheel 45
5.3.1.5 Thumb Sticks, Roller Balls, And Direction Pads. 46
5.3.2 Environmental Controls 46
5.3.2.1 Motion And Orientation Sensors 46
5.3.2.2 Light Sensors 46
5.3.2.3 Proximity Sensor 46
5.3.2.4 Gyroscope 46
5.3.2.5 Accelerometer 47
5.3.3 Peripheral Access 47
5.3.3.1 Gps Onboard And Off 47
5.3.3.2 Bluetooth 47
5.3.3.3 Near Field Communication And S Beam 48
5.4 Network Access 48
5.4.1 Connection Persistence 48
5.4.1.1 Dial On Demand 49
5.4.1.2 Always On 49
5.4.2 Connection Types And Limitations 49
5.4.2.1 Cellular Data 49
5.4.2.2 Wifi 50
5.4.2.3 Lte And High Speed Data Networks 51
5.4.2.4 Bluetooth 51
5.5 Processing 51
5.5.1 Platforms And Speeds 52
5.6 Web App Development 53
5.6.1 Limitations Of Web Based Applications 54
5.7 Licensing 54
5.7.1 License Model Table By Platform 55
5.8 Future Applications 55
5.8.1 3d Applications 55
5.8.2 The Vr-mall Concept 56
5.8.3 Vr-mall 57
5.8.4 Vr-world Module 58
5.9 Augmented Reality 59
5.9.1 Introduction 59
5.9.6 Augmented Reality Challenges 61
5.9.7 Ar Applications 62
5.9.8 Ar In Tourism 64
5.9.9 Ar And Face Recognition 64
5.9.12 Location-based Service In Ar 65
5.9.12 Conclusion 65


6 Markets 65
6.1.1 The Advertising Double Edged Sword 67
6.1.2 Mobile Web Advertising 68
6.2 Market Summary 69
6.2.1 Case Study Rim 75
6.2.2 Case Study Apple 76
6.2.3 Case Study Android 77
6.2.4 Case Study Car Locator Application 79
6.2.5 Case Study: Amazon App Store 81
6.2.6 Case Study Windows App Store 83
6.3 Market Sizing 83
6.3.1 Predicted Mobile Sales 87
6.3.2 Predicted Smart Phone Sales 88
6.3.3 Recent Market Developments As Growth Indicators 91

7 Market Sizing And Forecast 93
7.1 Smart Phone Market Performance 94
7.2 Application Store Market Performance 96
7.2.1 Appia App Store 97
7.2.2 Apple App Store Mobile Content 100
7.2.2.1 Android Marketplace Analysis 101
7.3 Individual Application Performance 104
7.4 Recommendations For The Mobile App Marketplace 106
7.5 How Tablets Can Affect The Application Store 106
7.6 Next Generation Devices (what’s Beyond Tablet And Cell Phones..?) 107
7.6.1 Potential Applications 109
7.7 Mobile Games 112
7.7.1 Key Benefits Of Cross-platform Model 117
7.7.2 Monetizing Micro Transaction In F2p Model: Creating A Need Approach Is Key 118
7.7.3 Game Balancing Method In Micro Transaction Model 118
7.7.4 Potential Risk And Solution In F2p Virtual Economy 119
7.7 Factors That Affect Pricing Decision: Arpu Vs. Average Game Price Vs. Average Gamers Download &
Pay 121
7.7.1 Product Life Cycle Of Mobile Game: Adoption Of Moore’s Lifecycle Model 121
7.7.2 Mobile Game Analytics Approach 122
7.7.3 Viral Vs. Retention Game: Conceptual Framework For Retention First 122
7.7.4 Game Lifecycle Kpi Framework 124
7.7.5 Checklist Of Retention/engagement Metrics 124
7.7.6 Checklist Of Acquisition Metrics 125
7.7.7 Checklist Of Virality Metrics 126
7.7.8 Checklist Of Monetization Metrics 126

7.7.9 Custom Metrics To Derive Actionable Insight 127
7.10 Smartphones Vs. Portable Game Players 128
7.10.1 Genre Deployment Ratio (% Among Total Asian Countries) 2013 128
7.10.2 Apac Country-wise Genre Deployment 129
7.10.3 Me Country-wise Genre Deployment 130
7.10.4 Cea Country-wise Genre Deployment 131
7.10.5 Sa Country-wise Genre Deployment 131
7.10.6 Mobile Game Developer Revenue & Preference In Asia 132
asia Vs. Global Mobile Game Developer Revenue 2012-2017 132
7.10.6 Mobile Game Developer Revenue In Asia 2012-2017 132
7.10.7 Mobile Game Developers Demography By Age 133
7.10.8 Day-time Consumption On Writing Mobile Game Apps 133
7.10.9 Game Developers Demography By Singe Vs. Multiple Os Platform Preference 134
7.10.10 Developers Preference Over Distribution Platform 135
7.10.11 Developers’ Belief Over Brand Game For Success Of A Game 135
7.10.12 Top 23 Asian Mobile Gaming Developer/publisher Revenue Vs. % Contribution Of Mobile Gaming
2011 136

8 Smart Phone User Survey 137

9 Market Breakdown By Mobile Operating System 150
9.1 Rim Blackberry 150
9.2 Apple Osx Mobile 152
9.3 Google Android 155
9.4 Windows Mobile 157
9.5 Palm Webos 158
9.6 Emerging Platforms 159

10 Mobile Application Examples 161
10.1 Salesforce 161
10.2 Dexterra 162
10.3 America’s Emergency Network 164

11 Carrier And Vendor Adaptations 165
11.1 Topology And Network Changes 165
11.2 Policy Changes 165
11.2.1 Open Network Movements 166
11.2.2 Billing Plan Changes 166
11.3 Infrastructure Hardware Changes 166

11.3.1 Location Based Services 166
11.3.2 Wifi Localized Service Hosting 167
11.3.3 Network Monitoring Changes And Effects 167
11.4 Handset Manufacturer Changes 167
11.4.1 Integrating New Handset Features 167
11.4.2 Evolving The Handset 167
11.5 Software Changes 168
11.5.1 Mobile Browser Evolution 168
11.5.2 Multiple Platform Mobile Operating Systems 168

12 The Future Of Apps 168
12.1 Innovative Solutions On The Horizon 169
12.1.1 Context And Location Sensitive Applications 169
12.1.2 Pay Point Solutions 169
12.1.3 Swarm Data Mining 169
12.2 Predictions For The Next Generation 170
12.2.1 Obsolescence Of The Wallet 170
12.2. Convergence Of Portable Devices 173
12.2.1.1 Geo Tagging Multimedia 173
12.2.1.2 Geocasting, Personal Broadcasting 174
12.2.2 Breaking The Phone Mold 174
12.2.2.1 Unlocking And Starting Your Car 174
12.2.2.2 Authentication On A Computer And Elsewhere 175
12.2.2.3 Remote Control 175

13 Summary 176

14 Image Credits 178

15 References 183

mobile Value-added Services (vas) In The Cloud: Security Challenges, Market Opportunities And Forecasts
2013 - 2018


2.0 Mobile Vas Applications In The Cloud 7
2.1 What Is A Vas Application? 7
2.1.1 Vas Characteristics 7
2.1.3 Different Classes Of Vas 8
2.2 Why Are Vas Important? 9
2.2.1 The Value Of Voice And Other “bearer” Services 9
2.3 Mobile Vas In The Cloud 10

3.0 Major Mobile Value-added Service Types 12
3.1 Content 12
3.1.2 Content Delivery 13
3.1.3 Charging Via Premium Content 15
3.1.4 Online Billing Service Providers 16
3.2 Commerce 16
3.3 Communication 19
3.3.1 Core Services 19
3.3.2 Value-added Services 20
3.4 Applications 20

4.0 Cloud Computing In Mobile Value-added Services 21
4.1 Structure Of Cloud Computing In Mobile Vas 21
4.2 Cloud Computing In Vas Models 21
4.2.1 Category Of Cloud Computing Service Models In Vas 22
4.3 Growth Of Vas In The Cloud And Service Providers 23
4.4 Characteristic Of Cloud Computing In Vas 24
4.5 Decision Factors For Cloud Computing In Vas 24
4.5.1 Combination Of Database 24
4.5.2 Auto Scan Of Device 24
4.5.3 Compliance Standard 25
4.5.4 Easy Accessibility Of Report 25
4.5.5 Economical 25
4.5.6 Transparent 25
4.5.7 Comprehensive Package 25
4.6 Seven Elements Of Cloud Computing In Vas 25
4.6.1 Utility Pricing 26
4.6.2 Elastic Resource Capacity 26
4.6.3 Virtualized Resources 27

4.6.4 Management Automation 27
4.6.5 Self-service Provisioning 28
4.6.6 Third-party Ownership 28
4.6.7 Managed Operations 28
4.7 Vas Ecosystem In Cloud Computing 29

5.0 Industry Perspective Of Vas In Cloud 30
5.1 Overview Of Mobile Vas In Cloud 30
5.2 Technical Challenges In Cloud-based Vas 30
5.3 Decision Factors For Cloud By Enterprise Customers 31
5.4 Opportunities For Vas In The Cloud By Industry Vertical 32
5.5 Could Access Identity Management In Cloud Vas Chain 33

6.0 Security Threat Analysis Of Cloud-based Vas 36
6.1 Insider Threats In The Cloud Vas 36
6.2 External Threats In Cloud Vas 36
6.2.1 Data Breaches 37
6.2.2 Data Loss 37
6.2.3 Account Hijacking 37
6.2.4 Insecure Application Programming Interfaces (apis) 38
6.2.5 Denial Of Service 38
6.2.6 Data Handling 38
6.3 Components Of Information Security In Cloud Vas 38
6.4 End-user Concerns With Cloud Vas 39
6.4.1 Loss Of Control 40
6.4.2 Lack Of Trust In The Cloud 40
6.5 Common Drawbacks In Cloud Vas 40
6.6 Strategies To Overcome Security Concerns In Cloud Vas 40

7.0 Cloud Vas Market Projection 42
7.1 Cloud Computing Market Value And Usage 42
7.1.1 Regional Cloud Vas Market 2013-2018 42
7.1.2 Cloud Vas By Segment 2013 - 2018 42
7.1.3 Worldwide Cloud Vas Equipment Market Share 43
7.2 Cloud Security Piracy And Privacy 43
7.2.1 Global Cloud Security Software Market Value 2013-2018 43
7.2.2 Global Cloud Security Software Market By End-user Segmentation 44
7.2.3 Global Cloud Security Software Market By Vendor Segmentation 45
7.3 Customer’s Responsibilities In Cloud Based Security Management 46


8.0 Cloud Vas: Next Generation Trend 48
8.1 Next Generation Growth Driver Analysis And Market Impacts 48
8.1.1 Increasing Usage Of Cloud Services In Non-traditional Sectors 48
8.1.2 Growing Adoption Of Cloud Services In Government Departments 49
8.1.3 Growing Usage Of Cloud Services For Critical Data Storage 49
8.1.4 Rise In Cloud Service-specific Attacks 49
8.2 Significant Industry Players/experts Differences On Market Direction/vision 50
8.2.1 Security For Business Innovation Council 2013 Predictions 50
8.2.2 Perkins Prediction 50
8.2.3 Gartner Prediction 51
8.2.4 Georgia Tech And Gartner Prediction On Mobile Browser Vs. Cloud Computing 51
8.2.5 Gooddata Prediction On Usage Of Public Cloud Among Enterprises 51
8.2.6 Symantec Prediction On Hacking Vs. Threat Level 51

9.1 Recommendations For Market Players 53
9.1.1 Develop Cloud-based Vas Solutions In Business 53
9.1.2 Protect Business From Cybercriminal Threats 55
9.1.3 Integrate Security Protection Issue With Management Strategy 55

mobile Vas Markets, Applications, And Opportunities - Third Edition


2.0 Introduction 10
2.1 What Is A Vas Application? 10
2.1.1 Vas Characteristics 10
2.1.3 Different Classes Of Vas 10
2.2 Why Are Vas Important? 11
2.2.1 The Value Of Voice And Other “bearer” Services 11
2.3 Survey Of Global Vas Deployments 12

3.0 Overview Of The Major Mvas Types 13
3.1 Content 13

3.1.2 Content Delivery 13
3.1.3 Charging Via Premium Content 15
3.1.4 Online Billing Service Providers 16
3.2 Commerce 16
3.3 Communication 18
3.3.1 Core Services 18
3.3.2 Value-added Services 19
3.4 Applications 19

4.0 Mvas Applications Analysis 20
4.1 Messaging 20
4.1.1 Voice Sms 20
4.1.2 Video Sms 20
4.1.3 Ott Messaging 20
4.1.4 Messaging With Ip Multimedia Subsystem (ims) 21
4.2 Social Networking 21
4.2.1 Facebook, Google, And Others 21
4.2.2 Integrated Social And Messaging/voice Applications 22
4.2.3 Over-the-top (ott) Mvoip And Social Applications 22
4.3 Communications Control 27
4.3.1 Incoming Call Screening (ics) 27
4.3.2 Unified Messaging 28
4.3.3 Presence And Preference Management 28
4.4 Entertainment 29
4.4.1 Streaming Video 29
4.4.2 User Generated Content 31
4.4.3 Online And Multiplayer Games 32
4.4.4 Mobile Gaming 32
4.4.5 Mobile Tv 34
4.4.6 Integrated Home Entertainment: Internet, Tv, Gaming 45
4.5 Location-based Service Applications 46
4.5.1 Location Based Service 48
4.5.2 Mobile Location Commerce Ecosystem And Applications 49
4.6 Location-based Service (lbs) Applications 54
4.6.1 Public Safety 54
4.6.2 Social Networking 54
4.6.3 Information 56
4.6.4 Advertising 56
4.6.5 Gaming 56
4.6.6 Lbs Regulations 59
4.6.7 Location Commerce Functionality 59
4.6.8 Location Systems 61

4.6.9 Map System 64
4.6.10 Conclusions 65
4.6.11 The Future Of The Lbs 66
4.6.12 Lte Benefits For Lbs 66
4.6.13 Conclusions 72
4.7 Mobile Advertising And Marketing 73
4.7.1 Banner And Link Advertising 74
4.7.2 Mobile Couponing 74
4.7.3 Mobile Search 74
4.7.4 Direct Response Mobile Marketing 77
4.7.5 Mobile Advertising/marketing Landscape 81
4.7.6 Mobile Messaging Vendors Grow Up 88
4.7.7 Mobile Messaging, Mobile Search Critical Advertising Tool 89
4.7.8 Localized Mobile Ads Drive Key Sales In Specific Verticals 92
4.7.9 Mobile Video And Apps Is Fastest Growing Content Sector 94
4.7.10 Advertising Spending Growth Forecasts 2012 To 2020 95
4.7.11 European Mobile Marketing Will Grow Gradually 95
4.7.12 Europe Mobile Marketing Efforts Mature Slowly 98
4.7.13 Asia Remains Mobile Global Leader; U.s. Lags 98
4.7.14 Growth Of Mobile Marketing Spending Faces Challenges 99
4.7.15 Mobile Marketing Vendors Make Their Mark 101
4.7.16 Advertising Networks Vie For Leading Brand Clientele 102
4.7.17 Global Market Spending To Reach $54b By 2020 106
4.7.18 Recommendations For The Mobile Marketer During An Economic Downturn 114
4.7.19 Immediate Measurement Of Success Attracts Advertisers 115
4.8 Mobile Commerce 117
4.8.1 Factors Driving The M-commerce Industry 124
4.8.2 Mobile Payments 134
4.8.3 Mobile Banking 169
4.8.4 Mobile Checkout 174
4.8.5 Mobile Shopping 175
4.8.6 Stored Value And Third-party Pays 184
4.9 Mobilizing Industry Verticals 187
4.9.1 Mobile Health 187
4.9.2 Mobile Education 188
4.9.3 Mobile Government 193
4.10.1 M2m Value Proposition 210
4.10.2 M2m Applications 211
4.10.3 Mobile Network Operator (mno) Strategic Initiative Analysis 214
4.10.4 The Internet Of Things (iot) 218
4.10.5 Convergence Of M2m, Iot, Social, And Big Data = Huge Opportunity 219
4.11 Mvas In The 4g Era 221

4.11.1 Voice Over Lte (volte) 221
4.11.2 Video Service 225
4.11.3 Rich Communications Services (rcs) 233
4.11.4 Lte Direct 237
4.12 Enablers Of Next Generation Mvas Applications 243
4.12.1 Subscriber Data And Management 243
4.12.2 Telecom Api And Management 246
4.12.3 Presence 250
4.12.4 Identity, Personal Data, And Preference Management 254
4.12.5 Location 256
4.13 Next Generation Mvas Applications 260
4.13.1 Augmented Reality 260
4.13.2 Wearable Wireless Solutions 279
4.13.3 Next Generation Social, Location And Presence-based Applications 284
4.13.4 Push To “x” Content, Commerce, Communications, And Applications 284
4.13.5 Network Operators, Api, And Third-party Cloud-based Mvas Applications 285

5.0 Mvas Ecosystem 287
5.1 Mvas Supply Chain 287
5.2 Major Vendor Profiles 287
5.3 Mvas Partners 288
5.4 Mvas Competitors 288
5.5 Network Operator 293
5.5.1 Significant Mobile Operators 294
5.5.2 Strategies 294
5.5.3 Value Chain 295
5.5.4 Partnerships 296

6.0 Mvas Business Case Analysis 300
6.1 Why Vas Application 300
6.2 Charging For Mvas 300
6.2.1 Subscription 300
6.2.2 Per-use Services 300
6.2.3 On-demand Service 301
6.3 Mobile Video 301
6.4 Unified Communications 307
6.5 Rich Communications Service (rcs) 308
6.6 Telecom Api’s 309
6.6.1 Api Management Options 309
6.6.2 Strategies 310


7.0 Mvas Case Studies 311
7.1 Sdm And Big Data 311
7.1.1 Big Data And Mobile Commerce/marketing 311
7.1.2 Case Study: Big Data Analytics + M-commerce + Social Media= Commercial Success 312
7.1.3 Big Data In Near Field Communication 312
7.2 Cloud-based Services Roi 314
7.3 Wearable Augmented Reality 316
7.4 Mobile Video 318
7.5 Video Advertising 320
7.6 Location Services And Brokering 321
7.7 Services Blending 323

8.0 Growth Drivers For Mvas 324
8.1 New Vs. Unproven Applications 324
8.2 Market Driver: Targeted Offerings And Premium Services 325
8.3 Internet Protocol And Web-based Applications 325
8.4 Next Generation Networks A Driver For Mvas 326

9.0 Growth Prospects For Mvas 328

10.0 Challenges To Mvas Deployment 331
10.1 Impacts 331
10.1.1 Impact On Existing Applications And Services 332
10.1.2 Impact On Operations 332
10.1.3 Impact On Partners 332
10.2 Strategies 335
10.2.1 Network Operator Strategies Against Ott 335
10.2.2 Network Operator Strategies For Api’s 336
10.2.3 Strategies For Third Party Content And Commerce 336

11.0 Mvas Infrastructure 337
11.1 Fourth Generation (4g) Cellular Via Lte 337
11.1.1 Fdd Lte 338
11.1.2 Tdd Lte (td-lte) 339
11.1.3 Lte Advanced 339
11.1.4 Lte Infrastructure Elements And Architecture 341
11.1.5 Lte E-utran Infrastructure Elements And Network Architecture 341
11.1.6 Lte Epc Infrastructure Elements And Network Architecture 346
11.2 Sdp 350

11.2.1 Evolution 351
11.2.2 Benefits Of Sdp 352
11.2.3 Soa 354
11.3 Ims 357
11.3.1 Ims Planes 357
11.3.2 Ims Network Elements 358
11.3.3 Ims Based Applications 360
11.3.4 Multi-application Environment Issues 361
11.3.5 Big Issue: Signaling Load 363
11.3.6 Multi-application Environment Opportunities 363
11.3.7 New Services Instruction Often Introduced Monolithically 370
11.3.8 Oss/bss Impacts 375
11.3.9 New Business Opportunities And Challenges 376
11.3.10 Ims Market Survey 379
11.4 Next Generation Oss/bss 385
11.4.1 What Is Ngn 385
11.4.2 Ngn Oss/bss: Components, Ims Implications And Frameworks 388
11.4.3 Network Planning And Engineering 389
11.4.4 Drivers Of Ngn 391
11.4.5 Operational Challenges 393
11.4.6 Ngn Oss/bss: Components, Ims Implications And Frameworks 394
11.4.7 Challenges For Oss And Bss 398
11.5 Next Generation Infrastructure Opportunities And Challenges 401
11.5.1 Services Blending Requires Support Infrastructure 401
11.5.2 Vno Model To Drive New Opportunities/challenges 402
11.5.3 Trusted Versus Non-trusted Applications 404

12.0 Mvas Forecasts 2013 – 2018 405
12.1 Augmented Reality (ar) 405
12.2 Public Safety 406
12.3 Content Delivery Networks (cdn) 407
12.4 Cloud Services 409
12.5 Mobile Payments 421
12.6 Mobile Banking 421
12.7 Mobile Marketing And Advertising 422
12.9 Wearable Wireless 436
12.10 Solomo Gaming Market 440
12.11 Social Networking 441
12.12 Internet Of Things (iot) 441
12.13 Big Data 443
12.14 Subscriber Data Management (sdm) 444

12.15 Network Operator Api And Applications 448

13.0 Summary And Recommendations 450
13.1 Dealing With Reduced Value Of Core Services 451
13.2 Focus On Industry Verticals 452
13.3 Focus On Sdm, Api’s And Working With Third Parties 454
13.4 Recommendations For Third-parties Working With Network Operators 457
13.4.1 Approaching The Marketing Department 457
13.4.2 Approaching The Technological Department 457
13.4.3 The Hybrid Option 457
13.4.4 Third-party Business Models 458
13.4.5 Deployment Options 459
13.5 Working With Managed Service Providers 460
13.5.1 Technical And Business Operations 460
13.5.2 Drivers For Managed Services 461
13.5.3 Agreements 461
13.5.4 Pricing Models 463
13.6 Planning For Services In The Cloud 464
13.6.1 Cloud Opportunities 465
13.6.2 Mobile Services In The Cloud 466
13.6.3 Case Study: Ibm Social Software On Mobile 467
13.6.4 The Role Of Incumbent Network Operators In Mobile Cloud 467

14.0 Appendix – History Of Mvas 469

augmented Reality In Gaming And Entertainment


2.0 Introduction 5
2.1 Augmented Reality Evolution 6
2.2 Ar Applications Development 6
2.3 Ar In Industry Verticals 7
2.3.1 Gaming 12
2.3.2 Ar Applications In The Entertainment Arena 12
2.3.3 Augmented Reality Challenges 13


3.0 Ar In Gaming And Entertainment 16
3.1 Case Study: Ingress Game 16
3.1.1 Ingress Analysis 16
3.1.2 Ingress Disadvantages 17
3.2 Ar Gaming For Playstation 18
3.2.1 Wonderbook Ar Device From Sony 18
3.2.2 Ar And Second Life Avatar 19
3.3 Opportunities 19
3.3.1 The Use Of Ar Applications In Entertainment 20
3.4 Google Glasses Potential Applications In Gaming 24
3.4.1 Ingress With Google Glasses 28
3.5 Statistics And Comparisons For Ar Applications In Entertainment 28
3.5.1 Nokia And Orange Ar Advertising Campaign 29
3.5.2 Macdonald’s Trackmymacca’s Ar App 30
3.5.3 Hyundai Virtual Test Drive 30
3.5.4 Bbc Frozen Plant Ar Event 31
3.5.5 Acceptance 31

4.0 Market Forecast For Ar In Gaming And Entertainment 2013-2016 33
4.1 Market Forecast 2013 To 2018 Ar In Gaming 34
4.1.1 Key Indicators 34
4.1.2 Market Growth Indicators 34
4.2 Market Forecast By Region 34
4.2.1 Western Europe 35
4.2.2 Eastern Europe 35
4.2.3 Middle East & Africa 35
4.2.4 Latin & Central America 35

5.0 Ar Games Forecasts 2013-2016 37
5.1 Ar Games In Asia & Oceana 37
5.2 Ar Games Market In Australia 2012-2016 37
5.3 Ar Games In China 2011-2016 38
5.4 The Ar Games Market In Europe 2011-2016 38

6.0 Conclusions 40

html5 Solutions And Applications

1 Executive Summary 4

2 Introduction 5
2.1 Current Platforms 6
2.2 Html5 Disadvantages 8
2.2.1 Html5’s Fragmentation 8
2.2.2 Media Licensing Issues 10
2.3 Html5 Advantages 10
2.3.1 Web Application 10
2.3.2 Offline Applications 10
2.3.3 Html5-based Financial Apps 11
2.3.4 Html5 And Cloud Apps 13
2.4 Html5 Impact On The Mobile Commerce/mobile Payment Industry 14
2.5 Mobile Commerce Vendors Who Are Using Html5 In Their Solutions 15
2.5.1 Usablenet Services 15
2.5.2 Usablenet Swot 16
2.5.1 Sevenval 17
2.5.1 Moovweb 17

3 Mobile Native Apps Vs Html5 Apps 18
3.1 The First Mobile App 19
3.2 Hardware 20
3.3 Hardware And Software Evolution 21
3.3.1 Hardware Evolution 21
3.3.2 Development Platform Evolution 22
3.5.2 Wap, Wml, And Html 23
3.5.3 Html5 And Mini Browsers 24
3.5.4 Adobe, Flash, And Silverlight 25
3.5.5 Javascript 25
3.5.6 Ajax 25
3.3.3 Development Future 26
3.6 Platform Architectures 26
3.4 Platform Specific Development 27
3.4.1 Symbian 27
3.4.2 Windows Mobile, Windows Phone 7 28
3.4.3 Blackberry Os 28
3.4.4 Iphone Osx 29
3.4.5 Linux 30
3.4.6 Palm Os 31

3.4.7 Danger Hiptop, Sidekick 32
3.4.8 Android 33
3.5 Portable App Development 34
3.5.1 J2me Platform 34
3.7 Html5 And Web Based Apps 35
3.5.2 Wap/wml/xml 35
3.5.3 Html 36
3.6 Network Access 37
3.6.1 Connection Persistence 37
3.6.2 Connection Types And Limitations 37
3.7 Processing 40
3.7.1 Platforms And Speeds 40
3.8 Web App Development 41
3.8.1 Limitations Of Web Based Applications 41
3.8.2 A Note About Wap/wml Translators, Compression Gateways, And Proxies 42
3.9 Licensing 42
3.9.1 License Model Table By Platform 42

4 Html5 Future 2012-2017 44
4.1 Market Opportunity: Hybrid Apps 46

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