Agenda MULTIMEDIA MESSAGING MESSAGING EVOLUTION. Beatriz Ballesteros. Who is Telefónica Móviles. Evolution of Messaging Applications

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1 MESSAGING EVOLUTION MULTIMEDIA MESSAGING Beatriz Ballesteros Messaging Services Platforms Manager Agenda Who is Telefónica Móviles Evolution of Messaging Applications Multimedia Messaging MMS Architecture State of the Art Questions and Answers 2 1

2 Telefónica Móviles a Leading Wireless Operator 10 countries POPs: 375 mm Managed subs.: 31.6 mm Europe -Spain Latin America Managed subs M -Argentina -Brasil -Chile -Guatemala -Mexico -Salvador - Peru -Puerto Rico Managed subs: 12.4 Focused footprint + Presence in high growth markets Mediterranean basin - Morocco Managed Subs.: 1.5 M One of the top wireless operators Telefónica Móviles manages near 32 millions of active customers 3 worldwide, of which around 18 millions are in Spain Increase of data services revenue Total SMS -million % Data / Customers revenues 15% June 02 SMS / Client: 35 SMS: 90% of data revenues ,1% 7,9% More than three years for the explosion of SMS market to be produced The first data services experience SMS points to the success of the next mobile multimedia services SMSs per customer and month 4 2

3 Agenda Who is Telefónica Móviles Evolution of Messaging Applications Multimedia Messaging MMS Architecture State of the Art Questions and Answers 5 Evolution of messaging services in TEM Messaging Generations MMS Pre- MMS Animations Video Music Content richness Push SMS Chat messaging /Pull Group Messaging Person to person messaging - Logos Instant Messaging Ringing Polifonic Tones Icons tones Images Timeframe MMS will be the next step in personal communication 6 3

4 Agenda Who is Telefónica Móviles Evolution of Messaging Applications Multimedia Messaging MMS Architecture State of the Art Questions and Answers 7 WHAT IS MMS? MMS is a messaging standard independent of the access network (GSM, CDMA, ). Is an evolution of Short Message Service (SMS), towards Multimedia content. MMS allows the user sending and receiving messages with different types of content: text, images, Sounds All embedded in a unique message 8 4

5 The ingredients for a competitive person to person multimedia messaging service Person to person MMS service Sending and receiving MMS messages Sending MMS messages to recipient with a non-mms capable Sending MMS messages to accounts Receiving s on your MMS terminal Receiving voice clips to your MMS terminal Subscriber profiling Sending MMS messages from operator s own photo album application 9 MMS opens the door for new content applications... MMS content services Store, compose and forward your own messages Library of free or copyright protected content Mobile advertising & sponsored content Forward commercial MMS content (e.g. ringing tones and logos) Digital Rights Management Delivery of large content support 10 5

6 MMS: image files (GIF 87, JPEG and WBMP) Hello from Rio de Janeiro 11 MMS: animated graphics (GIF 89a) Your delivery of the day from Gilbert 12 6

7 MMS: enhanced location based services can be deployed See you in 17th, Oxford Street 13 MMS: Information on demand multimedia services Reuters info, TEM

8 MMS = Many More Services...More examples Receiving advertising MMS based on profile information Receiving MMS from a friend Sending MMS including audio clip Browsing radio station portal to find out what s playing now Using voucher to buy wallpaper (this time only, next time payment), receiving wallpaper by MMS (sms pull) Sending MMS from image library to a friend (browsing, downloading the image into own phone, sending to a friend) Receiving MMS of new single released by Madonna with a picture and 20sec of music. MIDI ringtone download (content discovery browsing) 15 Agenda Who is Telefónica Móviles Evolution of Messaging Applications Multimedia Messaging MMS Architecture State of the Art Questions and Answers 16 8

9 MMS Architecture: intraoperator Terminal Database Legacy phones support MMS Handset MMS is sent DRM Database queries Album Storage Image bank WAP GW MMS is fetched MMSC Relay/Server Notification is sent SMSC Legacy phone user: WEB, WAP, access 17 MMS Handset MMS Architecture: interoperator MMS Handset MMS is sent Database queries Database queries MMS is fetched WAP GW MMSC Relay/Server WAP GW MMSC Relay/Server SMSC Notification is sent OPERATOR A OPERATOR B 18 9

10 Agenda Who is Telefónica Móviles Evolution of Messaging Applications Multimedia Messaging MMS Architecture State of the Art Questions and Answers 19 STATE OF THE ART Today: MMS is being launched by the main European operators Big service uptake expected by dec 02 Few MMS phones available yet All MMSCs available today provide basic functionality: Standardization issues open Handsets-MMSC interoperability Lack of provisioning tools Message size limitation Some outstanding issues in service definition: Roaming scenarios Billing Interconnectivity agreements A big opportunity for service creation (operators and third parties) 20 10

11 Telefonica Moviles MMS services Service launched in TM- España 21 Service available from July 2002 Commercial launch September 2002 Service offering Taking pictures with a handset camera and send them to MMS subscriber account Sending images with sounds Prepaid and postpaid subscribers Tariffs: 0.6 Euro/ MMS Promotion of free MMS Two handsets available for commercial launch CONCLUSIONS - MMS has been considered as an evolution of SMS in European markets - A lot of work has to be done. Service not mature - It is necessary to make vendors align with operators necessitie s - Empower SMS services to boost in the same way as it happened in Europe - LATAM should take advantage of the experience and problems encountered in Europe to develop a complete service and a real value added to their customers 22 11

12 Thank you for your attention! Beatriz Ballesteros