Mobile Application Ecosystems

Transcription

1 Mobile Application Ecosystems Mika Mannermaa November 14, 2005 T Next Generation Wireless Networks Helsinki University of Technology Delivering Quality Content into the Hands of Mobile Consumers Globally. Delivering Quality Content into the Hands of Mobile Consumers Globally.

2 The Ultimate Problem Multiple Mobile Devices with different capabilities Multiple Markets with different characteristics 2

3 Problems in Development Content must be adapted to handset capabilities Capability detecting is labor-intensive work and sometimes impossible There are multiple variants of same device, and multiple software versions UAProfs are not solving the problem fully, some device vendors and operators are not updating the device UAProfs accordingly. HTTP Accept-headers are too big and device vendors restrict adding own accept-headers from applications (thus f.ex. Flash capability in a phone is not detected easily). Content must be localized to consumer s culture and language It is not enough just to translate to different language, the culture aspect is very critical, I.e. You should not offer biblical applications in Islamic countries and vice versa. Creating content for global distribution requires lots of resources or partnering 3

4 Open vs. Closed markets 4 Operators control the end customer access to Internet Operators control the easiest billing methods available to end consumers Premium SMS Direct billing In Closed markets, Operators Control Internet access more tightly Allow only content they have certified to be installed to devices Usually control the device specifications Allow subscribers only to use operator s own devices Own the mobile services offered to subscribers In Open Markets, Operators allow content providers and retailers to sell directly their content and services to their subscribers

5 Problems in Distributing 5 Acting as a reseller requires service delivery platform and billing connections Closed garden operators do not allow other content than their own sold to their subscribers Building billing connectivity to cover multiple end consumer markets is expensive Premium SMS is the easiest way for billing Price classes are different in each country and regulations are not uniform MT, MO or MO+MT might be allowed or disallowed Restrictions on how much you can charge from end user with one SMS Regardless of whether it is open or closed market, only few retailers have enough marketing power to attract consumer attention and thus actually sell content Operators usually have their own WAP sites and offer mobile services and content from there Users do not tend to search for services with WAP browser with their mobile phone, other medias must be used Operators want differentiating content Offering same content to multiple operators Discover. in the same Download. market is not Enjoy! possible in most cases

6 Typical ecosystem elements Content Providers SMSC Billing System Settlement System Revenue End-user Discovery Portals Service Delivery Content Management Content Service Delivery 6

7 Open vs. Closed Ecosystems Closed ecosystem technologies: I-mode BREW Open ecosystem technologies: Open Mobile Alliance Java / Symbian Ecosystem technologies based on Open ecosystems (e.g.): Ericsson Mobility World 7

8 I-Mode: Overview 8 Proprietary technology developed by NTT DoCoMo for Japanese market Offers mail, browsing, service logic and multimedia over packet-data bearer 2000 DoJa (Java) was introduced for dynamic and interactive content in addition to browsing based I-mode Initial success factors Simple business model for developers based on subscriptions For end user there is no difference whether accesses fee-based information service or downloads an application End users have few price options for monthly subscription fee depending how much they use services All applications and information services are worth the same Designed according to local market conditions No SMS service When launched, only 32% of Japanese people had a mobile phone Closed garden model From services inside the I-Menu portal, no linking to external sites is allowed Independent sites (outside I-Menu portal) are unregulated, but no fee-collection service or promotion is offered

9 I-Mode Architecture PDC-P/WCDMA PS i-mode Gateway Server Private Line I-Menu sites Subscriber Account list HTTP HTTP & SMTP (push) Internet Internet HTTP & SMTP (push) Owned by Operator Internet Internet Independent sites 9

10 PDC i-mode Basic Architecture Mail/ Browser NetworkHTTP + α only SSL TL Application Network exclusive Interwork SSL TL TCP/IP HTTP + α SSL TCP/IP Plain text HTML text GIF etc HTTP SSL TCP/IP PDC-P Dedicated line, etc Dedicated line, etc Dedicated line, etc 10 Terminal Message packet gateway Gateway Server + α = message retrieval algorithm for push Contents provider server

11 PDC i-mode Architecture - Pull HTML i-mode page retrieval HTML 11 HTTP SSL TL PDC-P Terminal TL PDC-P HTTP SSL TCP IP L2 L1 Message packet gateway HTTP SSL TCP IP L2 L1 Gateway or content server From browser point of view, Message packet gateway is a Web proxy

12 PDC i-mode Architecture - Push 12 HTTP + α TL PDC-P Terminal i-mode push method ( & HTML pages) HTTP + α TL PDC-P SMTP TCP IP L2 L1 Message packet gateway SMTP TCP SMTP TCP Browser retrieves the push content from the Gateway server. Additional HTTP headers are used to manage the retrieval process Discover. (indicate Download. other messages Enjoy! pending, etc.,) IP L2 L1 Gateway server Push content is delivered using SMTP to the Gateway server which stores the content Gateway server sends push indication to the Message packet gateway using SMTP. Message packet gateway sends trigger using TL. IP L2 L1 Content server

13 I-Mode: Problems in Exporting Already established application download business (J2ME) Prepaid subscribers are not practically supported Existing high SMS usage Roaming Existing high cellular penetration I-mode terminals are expensive and only available as high-end offering J2ME terminals are offered from low-end to high-end Most popular device brands are not providing I-mode devices Proprietary technology that is designed for Japanese market Reflects competitive environment in Japanese market Technology and business model are tightly coupled No flexibility in business model, all services and content are equal 3G services with high traffic? How business model can handle this? (e.g. video streaming vs. stock services) 13

14 Brew: Overview Proprietary technology built by Qualcomm Tightly coupled with their chipset technology, all BREW applications run only on their chipset, thus needs devices that have their chipset Application ecosystem, does not support other content types except through the applications Revenue share based business model, where Operator, Qualcomm and Developer share the revenues Supports transactions and subscriptions Content discovery is limited to application environment, no service can be offered over browser, SMS, etc. At the moment works only in CDMA, where operators are controlling device specifications 14

15 BREW Delivery System (BDS) 15

16 Application Download Service (ADS) 16

17 Brew: Problems Requires Qualcomm chipset, existing cellular penetration Other chipset manufacturers are opposing this rigorously Device manufacturers are not too happy to include their chipset as it will result into a lock-in Roaming (based on CDMA) Competes with Java, which has widely established base already Does not support other content types and discovery of services not possible with other ways than the Brew Client 17

18 Open Mobile Alliance (OMA) Open Mobile Alliance is an organization to facilitate global user adoption of mobile data services by specifying enablers that ensure service interoperability across devices, etc Technologies are based on standards like J2ME MIDP, HTTP and XML. Example: Generic Content Download Over the Air Specification 1.0 On top of HTTP XML Descriptors Automated and manual capability negotiation Separate and combined download of descriptor and media object possible 18

19 OMA Download OTA Separate Delivery 19

20 Based on open standards (OMA, Java, Symbian, etc) For Operators: Provides framework for finding, negotiating, acquiring and sourcing certified mobile content Simplifies settlement processes Optionally hosting service delivery platform Enhanced end-user experience for purchasing content For Developers: Provides framework for selling content to operators all around the world Simplifies sales and settlement efforts For End-users: Simplify discovery and purchase of mobile services and content 20

21 Preminet Content Flow Rich Content Sourcing Streamlined Service Delivery Managed Channels Content Discovery Content Aggregators Developers Verification Master Catalog A B Portals: SMS, WAP, Web Branded Content Operator s Content Service Delivery Platform C C Preminet Purchasing Client 21

22 Catalogs Client (a.k.a Preminet Client) Simplifies the total consumer experience from discovery to download Launch Purchase Discover Available for Series 60 and Java platforms Today: Embedded in Nokia N70 Available for download for Nokia 6680 from mobile.nokia.com Activate 22

23 References NTT DoCoMo and I-Mode: Qualcomm: Brew: J2ME: and : Open Mobile Alliance: 23