IIR - Mobile Content and Services (June 2007 @ Berlin)

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Information about IIR - Mobile Content and Services (June 2007 @ Berlin)

Published on January 4, 2008

Author: milli_0815

Source: slideshare.net

IIR - Mobile Content and Services Identifying and overcoming the technical and business challenges for deploying mobile Internet Datum Name, Funktion Berlin, 26 June 2007 Dr. Martin Widmer – namics ag / Publigroupe

Agenda

Agenda Drivers & Hurdles Customer Needs & Internet Usage Mobile Operator and the Internet Revenue Drivers – with Example of Mobile Advertising What about Security

Drivers & Hurdles

Customer Needs & Internet Usage

Mobile Operator and the Internet

Revenue Drivers – with Example of Mobile Advertising

What about Security

Drivers & Hurdles

Challenge: Broad Device Base Tablet PC Connected devices PMA PDA PDA phones High-End smart phones Mass market smart phones Mass market phones WLAN (nomadic) Real Mobile

Rogers: Adoption of Innovation (3G devices) … . Innovators 2.5% Early Adopters 13.5% 34% 34% 16% Laggards Late majority Early majority Adoption time of innovations

Example: Mobile Internet (Banking) Optimized HTML Version (Quotes) Not optimized Opera Mini 3.0 HTML Version (www.ubs.com)

Open Darwin (Nokia S60 3rd Edition Browser) HTML 4.01, XHTML 1.0, CSS 1, 2, 3 (partially), DOM 1, 2, SVG-Tiny Netscape style plug-ins such as FlashLite and audio

HTML 4.01, XHTML 1.0, CSS 1, 2, 3 (partially), DOM 1, 2, SVG-Tiny

Netscape style plug-ins such as FlashLite and audio

Mobile Internet Design Mobile Internet design Integration other systems (CMS, DMS) Common Look & Feel / URL Different display and interaction possibilities Nokia Series 40 2nd Edition (Nokia 6230) Nokia Series 60 2nd Edition (Nokia 6680) Nokia Series 60 3nd Edition (Nokia N70, Opera Mini) Windows / Palm / Black Berry XHTML: Text Picture Vertical lists XHTML: Text Picture Vertical lists HTML (Mobile version): All Web technologies Less content then desktop Simpler navigation Larger presentation of site elements Escape to desktop HTML (Mobile version): All Web technologies Less content then desktop Navigation vertical (tab navigation) Escape to desktop

Mobile Internet design

Integration other systems (CMS, DMS)

Common Look & Feel / URL

Different display and interaction possibilities

XHTML:

Text

Picture

Vertical lists

XHTML:

Text

Picture

Vertical lists

HTML (Mobile version):

All Web technologies

Less content then desktop

Simpler navigation

Larger presentation of site elements

Escape to desktop

HTML (Mobile version):

All Web technologies

Less content then desktop

Navigation vertical (tab navigation)

Escape to desktop

namics Mobile Portal Solution Multi browser support (6778 User Agents) CMS integration (into Authoring tools) Personalisation (MSISDN, Cookies) http://http://lab.namics.com/mobileasp/

Multi browser support (6778 User Agents)

CMS integration (into Authoring tools)

Personalisation (MSISDN, Cookies)

namics Mobile Portal Solution

URL Concept Desktop URL: http://www.gkb.ch/internet/home.nsf/PageID/news Mobile URL: http://mobile.gkb.ch/news Why? History / Bookmarks Have to be logical SEO: Should not use a lot of space

Desktop URL: http://www.gkb.ch/internet/home.nsf/PageID/news

Mobile URL: http://mobile.gkb.ch/news

Why?

History / Bookmarks

Have to be logical

SEO: Should not use a lot of space

Example Project: Wire Frames

Example Project: Mock-ups > Final Designs 1. 2.

Technical challenges Testing, Testing, Testing … Limited technical information (about problems) Multiple Templates vs. one customer view Wide technical standard base Old standards: SMS, MMS New standards: Parlay, SIP Client side: J2ME, FlashLite, XHTML, HTML, CSS, AJAX User adoption (promotion, Google) No i-mode approach (technologies are not matching together) >> consequences: Gateways (expensive)

Testing, Testing, Testing …

Limited technical information (about problems)

Multiple Templates vs. one customer view

Wide technical standard base

Old standards: SMS, MMS

New standards: Parlay, SIP

Client side: J2ME, FlashLite, XHTML, HTML, CSS, AJAX

User adoption (promotion, Google)

No i-mode approach (technologies are not matching together) >> consequences: Gateways (expensive)

Customer Needs & Internet Usage

Opera Mini 16 mio. downloads Every website (well structured) over conversion proxy Front page RSS Print view

16 mio. downloads

Every website (well structured) over conversion proxy

Widsets – Mobile Web 2.0 1 mio. users Java client with web-based customisation

1 mio. users

Java client with web-based customisation

Hype? Dot.Mobi Examples http://showcase.mtld.mobi/

mtld.mobi / BMW.mobi (Alexa) Google Mobile BMW Websites

Internet Players have entered the Arena

Yahoo Go! – Mobile Web 2.0 Based on technologies like Internet (Browsing) XHTML HTML AJAX Applications Java (J2ME) Symbian FlashLite Messaging SIP E-Mail J2ME Downloads: 400’000 Example: Yahoo Mobile

Based on technologies like

Internet (Browsing)

XHTML

HTML

AJAX

Applications

Java (J2ME)

Symbian

FlashLite

Messaging

SIP

E-Mail

J2ME Downloads:

400’000

Digital Imaging - Mobile

Blogging - Portals

Mobile Operator and the Internet

Evolution of Mobile Services Mobile Internet 1 Mobile Internet 2 Mobile Internet 3 Services: Entertainment services SMS Text News SMS Chats Services: Entertainment services SMS/MMS (News/Chat) News (Text browsing) Services: Conventional Internet services (Banking) Entertainment services News / info / search Cross media services 1999 - 2002 2003 - 2005 2006 - 2008 10% 20% 30% Reach Time

Services:

Entertainment services

SMS Text News

SMS Chats

Services:

Entertainment services

SMS/MMS (News/Chat)

News (Text browsing)

Services:

Conventional Internet services (Banking)

Entertainment services

News / info / search

Cross media services

Evolution of Mobile Services

Traditional Mobile Operator Model Advertising / Banners External partner Selling ad space Traffic / free services Internal services Driving usage Own infrastructure Traffic / support Own services e-Service, Up-Selling, Info Own infrastructure Affiliates / Partners Partner & own platform Driving revenue, attract target group, shop Content- & platform partner Advertising / Banners External promotions Every day specials Internal promotions

Advertising / Banners

External partner

Selling ad space

Traffic / free services

Internal services

Driving usage

Own infrastructure

Traffic / support

Own services

e-Service, Up-Selling, Info

Own infrastructure

Affiliates / Partners

Partner & own platform

Driving revenue, attract target group, shop

Content- & platform partner

Advertising / Banners

External promotions

Every day specials

Internal promotions

Internet Services = Mobile Services? Internet services Mobile Services Mobile browser E.g. Opera Mini Scale Usage base Customer ownership

Mobile Operators and the Internet Content Producer (Licence) Content Platform (Hosting, Delivery) Customer (Handset, User Interface) Product Information E-Service Free Service Billing Authentication Location Internet Services Entertainment Advertising Access Messaging Bundling Network (Delivery, Billing) Distribution (Mobile Portal, phy. shops, eShop) Mobile Portal In-sourced Out- sourced In-sourced Out- sourced In-sourced Out- sourced Partner In-sourced Partner

Revenue Drivers – with Example of Mobile Advertising

What Drives the Disruption? Not the question: What service will users use! More: What are users using today! OR Internet users: 1‘200 mio. Google: up to 90 % market share Skype: 200 mio. users Mobile phones: 2‘900 mio. UMTS users: 100 mio. Vodafone live: 33 mio.

Not the question: What service will users use!

More: What are users using today!

Internet users: 1‘200 mio.

Google: up to 90 % market share

Skype: 200 mio. users

Mobile phones: 2‘900 mio.

UMTS users: 100 mio.

Vodafone live: 33 mio.

What drives the Mobile Internet Business Revenue: Mass – Advertising/Affiliates Business Model: Scale, explore niches, innovation Innovation: driven by competition and user demand Service innovation: The Internet players are controlling the arena Mobile Operators Internet Players Revenue: ARPU Business model: Retention gives more voice / SMS Innovation: driven by alternatives (Internet industry)

Revenue: Mass – Advertising/Affiliates

Business Model: Scale, explore niches, innovation

Innovation: driven by competition and user demand

Revenue: ARPU

Business model: Retention gives more voice / SMS

Innovation: driven by alternatives (Internet industry)

Where is the Revenue – 2 Possibilities Yahoo! Mobile Search Data ARPU

„ Mobile Advertising“ mentioned in Blogs Blog posts increase over the last 365 days

Blog posts increase over the last 365 days

Vodafone – Mobile Ad Strategy

Mobile ads = Mobile Search Desktop: Search = 50% of Online Advertising Mobile? – we will see Google Search Nokia Search Local.ch Search

Desktop: Search = 50% of Online Advertising

Mobile? – we will see

New Mobile Search (e.g. Google) www.google.ch/xhtml Conversion Mobile search Keyword input ´namics´ 2nd: Japanese examples Google XHTML Sitemap

www.google.ch/xhtml

Conversion

Mobile search

Keyword input

´namics´

2nd: Japanese examples

Mobile Ad (Banner pull Example) Inter. campaign SMS altert Test drive SMS altert Mobile content Landing page Entering Portal

What about Security

Device Security

Security Main reason for security wholes: Human factor!

Threats: Virus, Malware, Trojan Number of mobile virus families: 35 (+13), up 37% Number of variants and modifications: 186 (+80), up 45% Platforms / operating systems: 4 (+2, J2ME and MSIL) Increase virus families Increase mobile virus variants Increase in number of mobile virus families in 2006 Increase in number of mobile virus variants in 2006 Source: Kaspersky Lab

Number of mobile virus families: 35 (+13), up 37%

Number of variants and modifications: 186 (+80), up 45%

Platforms / operating systems: 4 (+2, J2ME and MSIL)

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