IT-tinget 2010: Din mobile framtid, john strand

1. Strand Consults – De nyeste mobile..…
John W. Strand
www.strandreports.com
Strand Consult

2. Hvad er den største udfordring….
Mange taler om mobile løsninger, den
mobilitet vi oplever med lanceringen af
UMTS og LTE, mulighederne inden for
Mobile Workforce, M to M, Mobile Helth
Care etc. etc. men hvor er de største
udfordringer, er de teknologiske eller er de
relaterede til de mennesker der skal
bruge dem….
Strand Consult

3. The techoloigy moves fast……
500 Mbps 1 Gbps 300 Mbps
1 Optical distribution frame
Strand Consult

4. More devices – more acces technologies….
NFC ADSL2+
LTE
VDSL2
HSPA
FTTC
Wimax
FTTH
DVB-T
VSAT Docsis3
4

5. A new value chain...… ?
Strand Consult

6. TDC: Unlimited music downloads included…..
Strand Consult

7. The PC vs The Mobile world – a huge diference….
PC world Mobile world
DSL, Coax, FTH 3G – UMTS/LTE
Unlimited data Data cap
High bandith Low but increasing bandwith
Webbaserede services Mobile services
Strand Consult

8. This is how data is used – PC vs Smartphones…
PC data usage Smartphone data usage
Always on Discounts important
My line Our line
My capasity Our capasity
Web page – 2-3 mb Mobile web page – 60-100 Kb
Large screen Small screen
Low pr MB price High pr MB price
No roaming Roaming challenges
Strand Consult

9. Dongels vs. Smartphones – data consumption…
1-5 GB data 100-250 MB data
Strand Consult

10. ARPU vs. Data consumption …..
Smartphones
DSL substitution
ARPU
M to M
E-Books / Surfboards
Data forbrug
Strand Consult

11. Case Spring Wireless – Brazil…..
Strand Consult

12. A mobile business solution requires a broad set of components…
MNO 1
Data desktop/files
Center
Sales
MNO 2
ERP
MNO 3 SCM
Business Business CRM
Application Application
Services
Technical Wireless Technical Systems
Platform Connectivity Platform Integration
Mobile device Data Center
Web content
Executives Professional Services (project) e-mail/PIM
Managed Services (production)

13. Case Spring Wireless – First in Brazil…..
SCM, ERP, CRM
CDMA
1xRTT
1xEV-DO
Desktop
Files
GSM
GPRS
EDGE Web Content
Legacy
iDEN Software Connectivity
TDMA
E-mail
Infrastructure Services PIM
Wi-Fi
...
Strand Consult

14. AmBev – the largest wireless field sales project in Latin America
Evolução do número de conexões
70000
60000
50000
40000
30000
20000
10000
0
abr/02 mai/02 jun/02 jul/02 ago/02 set/02 out/02 nov/02
pilot roll-out
• Scalability: from 30 to 2.500 sales reps in 5 months without compromising the initial infrastructure
• Adoption: +4.000 sales reps in Brazil, and roll-outs to others countries in Latin America
• Transaction volume: 200.000 sales order per day
• Service level: 98,7% in the whole solution (end-to-end)
• Performance: less than 1 minute per connection
• Reliability: in 3 years, no single sales order was lost
Strand Consult

15. Much talk about App Stores ….
Strand Consult

16. Global Non-Voice Cellular End User Revenues
- USD Billions, 2007 to 2013
Total Revenues 2007 2008 2009 2010 2011 2012 2013 Total revenues 2008
$81,7 $92,3 $102, $110, $117, $124, $130, Games $3,75
P2P Messaging
1 7 75 92 72 07 44
Other Messaging $5,52 $6,08 $6,71 $7,33 $7,96 $8,60 $9,23 Images $2,55
$11,0 $12,7 $14,8 $17,3 $20,4
Service Event Revenues
Music $7,85 $9,39 Gambling $0,15
5 8 1 5 4
Games $3,15 $3,75 $4,38 $5,00 $5,61 $6,28 $6,99 LBS $0,54
Images $2,18 $2,55 $2,91 $3,22 $3,52 $3,84 $4,15
TV $0,71 $1,37 $2,34 $3,41 $4,29 $4,93 $5,27 Social Networking $0,40
Video $1,45 $1,93 $2,48 $3,12 $3,92 $4,91 $6,08
Gambling $0,12 $0,15 $0,19 $0,24 $0,29 $0,35 $0,42
LBS $0,31 $0,54 $0,87 $1,37 $2,12 $3,12 $4,32
Social Networking $0,26 $0,40 $0,55 $0,73 $0,97 $1,26 $1,59 Mobile
$0,88
Mobile Payments/Banking
Payments/Bankin $0,61 $0,88 $1,30 $1,91 $2,84 $4,35 $7,02
g
Enterprise $0,18 $0,32
$0,53 $0,80 $1,18 $1,67 $2,19 Enterprise $0,32
Mobile Internet $43,2 $54,3
$64,4 $74,8 $86,8 $101, $116,
Access 9 0 7 0 3 06 83 Total $8,60
Portable Internet $12,2 $17,2 $23,4 $31,3 $41,5
$5,43 $8,14
Access 5 4 4 1 1
$152, $182, $212, $242, $275, $313, $356,
Total
75 19 78 86 49 08 47
Strand Consult
Source: Informa/Mobile Entertainment Forum and Strand Consult

17. Status Apple App store after 3 years….
5 billion downloads
Total sales in 3 years 1,425 billion $ US
Payout to apps developers 1 billion $ US
ASP - 0,285 $ US
Market share of the total Apps market 3-4%
SOV in the media 95%
Strand Consult

18. Flash light fore mobile – year 2004…..
Strand Consult

19. The large challenges is convergens…
From laptops using mobile
broadband to access the internet
and when cloud based services
becomes mobile solutions
which encourages customers to
be always on with their
smartphones…
Strand Consult

20. When are you a business customer and…
Business solutions Consumer solutions
Gmail…
Strand Consult

21. BMW with a SIM card from T-Mobile…
Strand Consult

22. Case: Bus & train tickets in Copenhagen….
Business case
SMS
XHTML / WAP
Client
Normal billing cost 5%
Operator share 6%
Operatar cost – 11-18%
Strand Consult The business model dont add up …

23. Audi - Bang & Olufsen – Where is the music..
Strand Consult

24. Nike Running – How much traffic can it generate …
Strand Consult

25. Me and my bicycle and my SIM card….
Strand Consult

26. Recon Instruments – GPS goggles…
Strand Consult

27. The importance of sales in the future telco market…
Services POS Coustomers
One stop shop
Service
Strand Consult Aggregation

28. Modern payment Models…
Operator centralised Financial centralised
Operators have maintained strong Micro payment is the preferred payment system and
customer relations the financial institutions have strong customer
relations
Media centralised User centralised
Strand Consult Customers have control – no providers have a
Services accessible from portals
monopoly on customer access to services

29. TDC’s IP-billing – implementing BCAP
With the current
implementation
works only with
mobile broadband
Strand Consult
Source: TDC

30. TDC’s IP-billing – implementing BCAP
The end user can pay
in three different ways
- credit cards, SMS
and mobile
Strand Consult broadband
Source: TDC

31. Elisa QoS - What it offers
•Finnish mobile operator Elisa
have they introduced the first
QoS for their end users
•It is marketed as a flexible
option for their end users
•It allows you to prioritize the
individual end-user traffic in
the network
Strand Consult

32. Oportunities with QoS Platform
•There may be different priorities for different user segments - Corporate
customers can have higher priority
•Possibility of differentiated end-user prices - computer players or
companies may be willing to pay for guaranteed speed and latency
•Chance of tiered pricing, depending on what kind of data being
transferred - e-mail, IP telephony, video telephony etc
•Priority depending on network load
•Priority depending on geographical location
•Reduces need to invest in networks to handle peak loads
Strand Consult

33. The big question– IP or not to IP….…
What is the value of a network
IP Centric What is the value of infrastructure
What is the value of a customer
What is the value of traffic
What is the value of a Telco brand
Regional presence
Network Centric Global presence
Strand Consult If the future services are IP based….

34. The road forward is simple – One API combined with billing..
• All Major European Operators, plus major Asian Operators
• Enterprise and SDP Vendors
• Developer involvement via portal
• Liaisons/collaboration with OMA and OMTP BONDI (for united industry front)

35. OneAPI is the telco industry’s Lego…
1. "Common" – alle definitioner genbruges på tværs af alle Parlay-xspecifikationer.
2. "Third Party Call" – Håndterer opkald foretaget af en applikation. Sikrer, at alle
applikationer kan foretage opkald uafhængigt af underliggende netværk.
3. "Call Notification" – Håndterer opkald foretaget af abonnenter på netværket.
4. "Short Messaging" – Modtager og sender sms’er og modtagerkvitteringer.
5. "Multimedia Messaging" – Modtager og sender MMS’er.
6. "Payment" – Håndterer betalingsreserveringer, både pre-paid og post-paid.
7. "Account Management" – kontoforespørgsler, direkte optankning eller via
taletidskort.
8. "Terminal Status" – Til at vise status på mobiltelefonerne, ie. om den har
netværksforbindelse, om den anvendes til samtaler etc.
9. "Terminal Location" – Stedbestemmelse af en mobiltelefon.
10. "Call Handling" – Specificerer hvordan opkald håndteres for et specifikt
telefonnummer. Der er ingen interaktion under opkald, som i ”Call
Notification”.
11. "Audio Call" – Giver mms-funktionalitet og håndterer medierne,
samtalepartnerne anvender ved opkald.
12. "Multimedia Conference" – Opstarter en multimediekonference og håndterer de
involverede konferencedeltagere.
13. "Address List Management" – håndterer grupper af abonnenter.
14. "Presence" – information om status med hensyn til opkald etc. til instance
messaging.
15. “Message Broadcast” – Sender beskeder til alle fastnet- eller mobiltelefoner i et
afgrænset område.
16. “Geocoding” – giver lokationen af en abonnent, i.e. land, by og adresse.
17. “Application-driven QoS” – Tilpasser QoS i forhold til slutbrugerens
netværksforbindelse.
18. "Device Capabilities and Configuration" – Giver information om
mobiltelefonens funktionalitet og mulighed for at pushe konfigurationen til en
mobiltelefon.
19. “Multimedia Streaming Control” – Håndterer streaming af multimedia til en
slutbruger.
20. “Multimedia Multicast Session – Håndterer en multicast-session
Strand Consult

36. Telenor Playground
Playground has 685 registered users, of which 401 are Telenor
operators, 76 are hopeful developers and 195 are external users. In
October 2008, Playground had 2002 hits, of which 1071 were unique.
Up to October 2008, almost 240 services had been uploaded by
hopeful developers. Of these, 60 had been accepted and were running
in the Playground environment, 16 were being evaluated and 126 had
been rejected. 12 services were being used by operators, including:
Facebook MyMobiLife - a Facebook application that converges
Facebook with the mobile phone, while at the same time being a viral
marketing platform.
The application uses the operator’s platforms for calculating the
location of your friends on Facebook and for sending them SMS
messages.
Users can additionally see what others have downloaded and
download the same things themselves and recommend the service to
others - viral marketing.
Strand Consult

37. Telekommunikation er som en Schweizer kniv…
Kommunikation
Tilgængelighed
Information
Interaktion
Dialog – mennesker / maskiner
Effektivisering
Miljø
Strand Consult

38. Telekommunikations markedet gennemgår en evolution…
Vi går fra at købe conectivity til at købe en
kombination af adgang til forskellige
netværk samt adgang til forskellige service
platforme som ikke blot kan integrere men
også gære vor IT & tele ydelser mere
intelligente….
Strand Consult

39. Hvorfor integrere IT & Tele….
Højere serviceniveau og kundetilfredshed
– Kortere reaktionstid – beslutningsdygtig
Øget effektivitet og produktivitet
– Altid opdateret og adgang til data
Tilgængelighed
– Kan kontaktes og kontakte hvem som helst – når som helst
Fleksibilitet
– Geografisk uafhængig
Omkostningsbesparende
– Mindre og billigere enheder – ”den lette løsning”
– fejlminimering ved papir processer

40. Muligheder i relation til Norge….
Større tilgængelighed for erhvervslivet
Kvalitets løft på en række områder
Udvikling af hele IT området
Udvikling af sundhedssektoren
Udvikling af uddannelses sektoren
Udvikling af medie sektoren
Mulighed for at gennemføre private / public projekter
Strand Consult Det drejer sig om samfundsudvikling

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Strand Consult

42. For more information - Strandreports.com
Strand Consult