March 2009 Ajit Jaokar

Transcription

1 March 2009 Ajit Jaokar Competition and Innovation The influence of Open Mobile 0

2 Ajit Jaokar - many hats Ajit Jaokar UK based - Hands on Publisher (futuretext) - Author (Mobile Web 2.0, Social Media Marketing, Open Mobile) - Chair: Oxford University's Next Gen Mobile Applications panel - PhD student UCL/UK Recent and forthcoming talks include Mobile world congress(2007,2008,2009), Stanford University - MIT Sloan - Web 2.0 expo - Ajaxworld Supernova - CNN money - BBC - Oxford University European parliament Global top 20 wireless blogger According to fierce wireless 1

3 Open Mobile - Roadmap.. Three drivers: 1) Internet 2) Social networking 3) Creation of content (vs.. consumption of content) Three innovation effects: 1) Decoupling of the network and the services (Appstores) 2) Deep integration of networks, services and devices 3) Network opportunities from the evolution of the network (LTE) Four perspectives: 1) Networks 2) Devices 3) Web services 4) Social networks (and the evolution and interaction between them) 2

4 Google/Not Google.. Independent of recession Google/Not Google. However, Google successfully leverages the basic principles of the Internet 3

5 Building a cage? 4

6 Or building a play frame? Building a Cage or Building a play frame? Both have a structure. One restricts you - the other allows you to explore. The choice is ours.. And the choice has commercial benefits.. 5

7 The inevitable forces driving Open Mobile Why OpenMobile is inevitable: Like a freight train.. You cannot stop it.. 6

8 The purist definitions.. From a mobile perspective: 'Open' in the purest sense means to be like the PC - i.e. individuals are not tied to a network or to a device. Anyone can simply 'log on' to the network or device using their credentials anywhere A platform simply enables.. So, the platform is agnostic to any provider and makes no distinction between any services (either it's own or from other providers) Business model: Third party Examples: Amazon, Twitter, Google 7

9 The inevitable forces driving Open Mobile The three riders of Open Mobile: The Internet Creation of content (vs.. consumption) Social networking 8

10 The Internet.. The Internet: All packets are created equal Dumb pipes smart notes No differential charging for IP traffic 'Communication based' not driven by media players (which seeks to make us passive consumers) Connected by IP and http protocols Creation and not consumption 9

11 The Internet drives Open The Internet drives 'Open' but Open means many things to many people Open source - and especially it's impact on devices - Android Open standards - W3C standards Open APIs i.e. Application Programming Interfaces - for instance access to Location APIs Open access (freedom to contact anyone on the network), Open choice of enablers (for example - the ability to choose your billing system), 10

12 The Internet drives Open Data portability (ownership of your data) The ability to access any application (i.e. not just the provider's application) a.k.a the classic 'Walled Garden' debate - On deck/ Off deck 'Open' in relationship to the Cloud Impact on developers and a shift in value to the edge of the network Low barriers of entry for third party developers From a mobile perspective, 'Open' in the purest sense means to be like the PC - i.e. individuals are not tied to a network or to a device. Anyone can simply 'log on' to the network or device using their credentials anywhere 11

13 Open - from a customer perspective.. Open means the ability to access a resource or to communicate with people within reasonable commercial and technological barriers. Not free. Open - makes a lot more sense from a customer perspective 12

14 Open mobile - Net neutrality Open Mobile - Net neutrality argument and decoupling the network from the service. Think of multiplayer chess over the network: There are two possibilities - A) If the network is agnostic (i.e. no intelligence is built into the network) - then the chess player can concentrate on creating the chess application. B) If the network is 'intelligent' - then you need a 'network expert' to create a chess application. (a) is an example of intelligence shifting to the edge of the network 13

15 Forces at work.. Telecoms Stack We are seeing two forces at work: Value is being abstracted to higher levels of the stack / edge of the network (ex appstores, Google Latitude) - for Long tail applications and at the same time, the networks will find profitable niches in areas which they can uniquely do - ex via LTE 14

16 LTE The term LTE was first used in the 3rd Generation Partnership Project (3GPP) standardization group for the study of the evolution of the 3G radio network. It stands for Long Term Evolution. In this presentation, we use the term LTE Services in a more global scope and include the evolution of the core network, applications and the re-integration of fixed and mobile access networks to enable a wide variety of new services that benefit from anytime, anywhere Internet access to interact with Internet- and home network based services, information and content. 15

17 Services not tied to networks Open web, Open OS, Third party led business model, Enablers not tied to the network (Payment, Location, Identity)

18 Services which need network/device integration Mobile Video Mobile VOIP, Address book IPTV,Video, Rich voice Deeper web integration, Deeper social network integration, Contextual search

19 Both models will co-exist Both models will co-exist Open web, Open OS, Third party led business model, Enablers not tied to the network (Payment, Location, Identity) Mobile Video Mobile VOIP, Address book IPTV,Video, Rich voice Deeper web integration, Deeper social network integration, Contextual search 18

20 Examples of deep integration.. Nokia N97 - Skype integration into address book INQ1 phone - Social network integration into address book fusionone - Address book backup Multimedia SIM/SCWS - Secure applications and also secure, transportable contacts across devices LG Arena- HSDPA phone.. In a nutshell - OpenMobile is all about services: Long tail services through appstores and at the same time.. Deep integration services 19

21 From simple phones.. In the current ecosystem where the end-user uses mainly voice and SMS, the Operating system and higher levels of the stack do not make a difference. Hence, factors influencing the customer s purchasing decision include form-factor/design, brand, and price. The future (driven by LTE, new devices and deep integration between devices) is a much more complex world 20

22 New devices and new form factors - driven by LTE Next Generation Mobile Broadband Consumer Electronics - New Form Factors LG 3G netbook X110 Momo 21

23 Non voice wireless devices: Amazon kindle (cellular), Readius (HSDPA), ipod touch (wifi) 22

24 To conclude.. To recap.. And to conclude.. 23

25 To conclude.. The biggest unexpected success story for a platform is Twitter.. 24

26 To conclude.. The London Bridge has a Twitter feed.. So do some washing machines.. happyhomemaker88.wordpress.com mail.aurora.edu 25

27 To conclude.. Life is a box of Chocolates - you never know what you get.. Forrest Gump.. It is never possible to anticipate how people will use your technology.. You don t know. All you can do is to create an open framework that allows them to explore.. and they will create.. They will contribute to your product.. they will invest in it.. They will want to be with you.. you will benefit.. Innovation will be customer driven.. And in ways you could never have known

28 Kids can play with Lego.. Kids can play with Lego

29 Lego for adults And adults can too.. :) - There is a Lego for adults! 28

30 Both models will co-exist But remember to have fun.. And that both models will co-exist Open web, Open OS, Third party led business model, Enablers not tied to the network (Payment, Location, Identity) Mobile Video Mobile VOIP, Address book IPTV,Video, Rich voice Deeper web integration, Deeper social network integration, Contextual search 29

31 Thanks! Publishing Workshops Consulting 30