7. Mobile subscribers forecast “ LTE is expected to account for around 9% of all mobile subscribers by 2015” Revenues ($ Billiion)
8.
9. Trends in applications Mobile marketing and advertising Business potential viewed with great enthusiasm within dominant and leading markets. Mobile Search Knee for takeoff : replicate desktop success M-commerce/M-Wallet SMS messaging enables interactivity with other forms of entertainment (e.g., Polling)., Credit purchases. Mobile Gaming Evolving into “Casual Gaming” with challenges for distribution and revenue collection. Mobile e-Mail Going mass scale as productivity enhancer to move into rank and file employees beyond executives and field sales force. Presence, MMS, Instant Conferencing, push-to-video, and mobile news MusicStation (UK) from Vodafone: Omniphone’s deal with Telenor (Sweden), 3 (HK), and Vodacom (SA). Content Focus shifting from “Major Media Brand - Formal Content” to “User Generated Content” in mobile networks. Photo swapping, mobile social media, one-to-one communications Revenue sharing Music and video sharing, with subscribers via ads and P2P E.g., SeeMeTV by 3 allows video uploaders to get paid when their content is downloaded. Webco Platform Deals with (Vodafone/MySpace, Sprint/GOOG), Android
12. Different radio access technologies for 4G WiMAX 802.16e, WiBro IEEE 802.20 3GPP LTE Key technology OFDMA, MIMO OFDMA, MIMO OFDMA/SC-FDMA, MIMO Duplex TDD/FDD TDD/FDD TDD/FDD Channel Bandwidth 10 MHz 5 ~ 20 MHz 1.25 ~ 20 MHz Mobility Middle High (~250 Km/h) High (~250 Km/h) Peak Data Rate DL 46 Mbps 260 Mbps 100 Mbps UL 14 Mbps 60 Mbps 50 Mbps Coverage 2 ~ 5Km (typical) MAN scale < 20km, WAN scale Frequency Band 2 ~ 6GHz Below 3.5 GHz WCDMA band with additional band Commercial ready 2007 ~ 2008 unexpected 2009 ~ 2010
13. Enabling technologies for 4G Increase Bandwidth Multi-carrier transmission Broadband Wireless Feasibility High dimension Modulation Spectral efficiency E2E QoS Feasibility Higher Spectral efficiency LDPC codes MIMO Common Transport All IP Seamless Inter-working Low latency Relay system Fast MAC Fast Scheduling Fast Resource management Cost-effective Fast Resource Control Cognitive Radio
17. Comparing 3G vs 4G Attribute 3G 4G Major Characteristic Predominantly voice- data as add-on Converged data and VoIP Network Architecture Wide area Cell based Hybrid – integration of Wireless Lan (WiFi), Blue Tooth, Wide Area Frequency Band 1.6 - 2.5 GHz 2 – 8 GHz Component Design Optimized antenna; multi-band adapters Smart antennas; SW multi-band; wideband radios Bandwidth 5 – 20 MHz 100+ MHz Data Rate 385 Kbps - 2 Mbps 20 – 100 Mbps Access WCDMA/CDMA2000 MC-CDMA or OFDM Forward Error Correction Convolution code 1/2, 1/3; turbo Concatenated Coding Switching Circuit/Packet Packet Mobile top Speed 200 kmph 200 kmph IP Multiple versions All IP (IPv6.0) Operational ~2003 ~2010
29. 4G & the Business Model The structure of market model is changing because of such factors as the advent of content and data services, end user demands, regulatory influences, and competitive forces. New structure and value chain is more like a sphere, with a web of partnerships and various routes to reach the end user. The value of some existing players will be squeezed, but new entrants, brands, device vendors, and content creators can also increase their value. This causes disruptions in the market model, but also creates new opportunities, and this should be the driving force for all players to consider new business models. Traditional market model New market model
Evolved UMTS Terrestrial Radio Access Network (E-UTRAN) LTE User Equipment (UE) Policy Control and Charging Function (PCRF) Policy and Charging Enforcement Point (PCEP) Billing System SGSN: Serving GPRS Support Node MIMO: Multiple Input Multiple Output
