Published on October 20, 2009
How Developers can Capitalize on the Coming Mobile Data Tsunami
Director of Product Management (Ecosystem)
October 28, 2009
Openwave Vision Mobilizing the internet to transform the way the world works and plays beyond our imagination © 2009 Openwave Systems Inc. Page 2
There are waves… then there’s the Tsunami Skyrocketing Bandwidth Consumption 1 3G Tethered Laptop = 450 Feature Phones 1 Smartphone = 30 Feature Phones Source: Strategy Analytics, Cisco VNI © 2009 Openwave Systems Inc. Page 3
The Story of Us - 10 yrs. in development Then Now Next Walled Gardens Off-Deck Apps Integrated Development and Monetization App. Stores On Deck Monetize Monetized by advertising (not premium downloads)More consolidationGrow or fail fastLack of analytics Long dev. cyclesLack of security standards More integrated optionsNot just iPhone apps © 2009 Openwave Systems Inc. Page 4
Monetized by advertising (not premium downloads)
Grow or fail fast
Lack of analytics
Long dev. cycles
Lack of security standards
More integrated options
Not just iPhone apps
Data Tsunami leads to Ecosystem Transformation Voice SMS Ringtones Browsing Augmented Reality Converged M2M / M2P Services & Applications Apps - View of the network pipe and leverage Monetization into the app’s design Monolithic Apps Personalized & Integrated Apps Service Enablers Loosely Coupled Integrations Options that Provide the best TCO Stovepipes Centralized Control Integrated Enablers Managed Control IMS Smart Core Core & Edge Network Rethinking core apps in light of Internet centricity and context awareness Connectivity Centric Internet centric / Contextually Aware Backhaul & Access Narrowband Usage Broadband usage Machine to Machine and device convergence opportunities Devices Voice Centric Device 100 kbps bandwidth Media/Data Centric Device (s) 10 Mbps bandwidth © 2009 Openwave Systems Inc. Page 5
Service Management Platform v Mobile Analytics Mobile Internet Services OPERATOR Smart Services = Smart Pipe Advertising Solutions Ecosystem Vision - Unlock knowledge in the network - Enhance operator capability - Open to the mobile ecosystem © 2009 Openwave Systems Inc. Page 6
Developers: it’s your time! MONITOR network traffic and subscriber behavior MONETIZE the experience MANAGE bandwidth, remove latency 35% Without AccelerationWith Acceleration © 2009 Openwave Systems Inc. Page 7
Sprint as a Strategic Partner CDMA MAG Internet Gateway Commercial Location E911 Emergency Location SMS Messaging OpenWeb adaptation User Directory Push Proxy Gateway iDEN MAG Internet Gateway Commercial Location Multimedia Messaging User Portal Two-way messaging Push Proxy Gateway © 2009 Openwave Systems Inc. Page 8
Case Study: apps ecosystem at SprintOnline at: http://developer.sprint.com Superior User Experience ~ 70% enhanced by location driven value400+ location apps available; 100M TPCs todayMultiple Platforms Works across the device portfolioLocation infra ranges from Cell ID to A-GPS (based on need for precision)Improved ARPU Specific areas like Navigation, MRM, Child-trackerNext generation apps. that location as “oxygen”Better user experience drives usage © 2009 Openwave Systems Inc. Page 9
~ 70% enhanced by location driven value
400+ location apps available; 100M TPCs today
Works across the device portfolio
Location infra ranges from Cell ID to A-GPS (based on need for precision)
Specific areas like Navigation, MRM, Child-tracker
Next generation apps. that location as “oxygen”
Better user experience drives usage
Bob: Adult Unrestricted Personal Open WebAdvertisingCarla: Teen Alternate Service OpenWebGuardianIntegra Service Management Scenario SM SDK - Your service? Open Streaming Application Acceleration Open Web / Media Discovery & Advertising Guardian Passport Other 3rd Party Apps Service Enabling Platform Core Gateway Tom:Simple data plan; Passport IP WAP HTTP WAP1 © 2009 Openwave Systems Inc. Page 10 10
Smart Analytics Scenario Log Data Reporting MAG / MMSC / Location Targeting Analytics Real-time Feeds Discovery Sampling / KPIs External Views Content Owners Advertisers Developers Media PlannersUser Targeting Advertising Support Enhanced Reporting User Segmentation Auto Categorize sitesUser Services “What’s Hot” “My Favourite Sites” “Top News” “Recommend Sites” “Top Searches” © 2009 Openwave Systems Inc. Page 11
Auto Categorize sites
Key Areas of Focus © 2009 Openwave Systems Inc. Page 12
Operator led Service Enablers Extend Operator assets for all Advertisers Developers Service Owners Content Owners Location APIs Messaging APIs Integra SDK Analytics APIs & Reporting © 2009 Openwave Systems Inc. Page 13
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