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Positioning for the Mobile Internet
Page : 1; Printed: 08/07/100
Lucent Technologies Proprietary - Use Pursuant to Company Instructions
Will Mobile Internet happen ?
The i-mode story gives us an indication of the opportunities
in store for the rest of Asia...
….expect Asia to have approximately 500 million mobile internet
users by 2005
Yes, it will happen...
!
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Lucent Technologies Proprietary - Use Pursuant to Company Instructions
Drivers of the Mobile Internet
Enriched application, content and services
…making use of...
New Enabling technologies
&
Faster bandwidth
…& combined with….
More “mobile internet friendly devices”
will drive us up the growth curve…..
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The Mobile Internet Value Chain
Content/
applications
Gateway
equipment
Network
equipment
Network
operators
User
Terminals
Total global market may be >200 billion USD by 2003
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Lucent Technologies Proprietary - Use Pursuant to Company Instructions
The Mobile Internet Value Chain
Content/
applications
Gateway
equipment
Network
equipment
Network
operators
• Portals
• Information services
• Intranets
• Application providers
• Aggregators
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User
Terminals
Application Provider Partnerships
Strategy for success……
• Begin with global partnerships ..
• ..increasing the focus with number of regional and local
partners
• Localization and local partnerships with content
aggregators and application developers is key to identifying
and bringing the killer ap to the local market
• Identify the value the content aggregator can bring to the
operator - “were all in this to make money”
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Local Partnerships
MOU signed : I-WAP - Malaysia based , regional role
Application developer with comprehensive
set of existing WAP applications
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Application Provider Partnerships
Application
developer
(Partnership)
Network
Suppliers
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Internet savvy.
Local app developers.
Local market knowledge.
New applications and
Unique product differentiators
Wireless savvy
Global/regional prescence
Next Gen & MI Gateway products
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Creation of new apps….
Application
developer
New Services
Network
Supplier
Network
Operator
‘Typically 4-6 weeks”
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Technical reqs
Timelines
Revenue model
MIIC / live
service trial
The Mobile Internet Value Chain
Content/
applications
Gateway
equipment
Network
equipment
Network
operators
• Gateways
• Security
• ISG
• Messaging
• Billing
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End user
Terminals
Intelligent Services Gateway
• EXPANDS
– Allows an enhanced suite of applications to
subscribers to be crafted
• PROTECTS
– Network operator controls access to network
resources on a per-application basis
• TRANSLATES
– API to network protocol
– Network protocol to network protocol
• INTEGRATES
– Applications can span multiple network domains
– Applications can utilize multiple network
capabilities & resources
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...
VoiceXML
WAP
Web
Messaging
Prepaid
Status / Presence
Data Connectivity
User Interaction
Location
Call Control
Intelligent Services Gateway ( ISG )
Intelligent Services Gateway
SMSc
Any
Path
GMLC
SGSN
MSC
WAP
Server
Prepaid
2G MSC
eMRS
SCP
WAP Push
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HLR
Web Server
Lucent Technologies Proprietary - Use Pursuant to Company Instructions
@udio
Portal
The Mobile Internet Value Chain
Content/
applications
Gateway
equipment
Network
equipment
Network
operators
End user
Terminals
• Base station, Switches
• GPRS, 3G
• WAN, LAN, IP/ATM
• OSS
• In-building solutions
• Services - system integration, RF planning
Page : 13; Printed: 08/07/100
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Future networks
GPRS - Provides faster and more data efficient
bandwidth
than existing GSM…
“Once we have the content that will capture the users
attention
GPRS will enable the network to carry that content to the
user”
“3G takes this to the next dimension with increasing data
bandwidth and all IP networks…..”
Page : 14; Printed: 08/07/100
Lucent Technologies Proprietary - Use Pursuant to Company Instructions
The Mobile Internet Value Chain
Content/
applications
Gateway
equipment
Network
equipment
Network
operators
User
Terminals
• Access and transport
• Wireless ISPs
• Wireless ASPs
• Virtual network operators
• Marketing
Page : 15; Printed: 08/07/100
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Operator Marketing Strategies
Marketing strategies
- target users idle/downtime
- give people what they want
- allow “unofficial” sites
Youth Market for the gadget crazy 15-29yr olds
- music & ringing tones - MP3
- screen savers, pictures, images - MPEG4, GIF
- games - interactive
Consumer Market
- credit card replacment
- small change replacement - parking fees, laundry
Page : 16; Printed: 08/07/100
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Supporting the Internet Business Model
Server Farm
DMZ/Protected
Hosting for
Official Apps
Firewall
Array
Secure
Hosting
Caches
Web
Switch
Server Farm
IP Services
Switch
IP Router
Switch
Application
Performance
Management
IP over
SDH
(STM-x)
Ethernet
Switch
Firewall
Charging
RADIUS
Public
Hosting
“Unofficial apps”
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DNS/DHCP
L2/L3 Network
Management
IP Services
Management
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Mediation
Management
New Services Creation
MIIC Network Diagram
31st Floor Lab Network
MIIC Data Network
* all items in this section to be
purchased
OMC-R
SD
HEW
LETT
PACKARD
Dell Desktop PC
MSC
STF
2 wirePOTS line
S D
Abis
Wave Point II
WaveLAN hub
Cajun P333T-DC
Hub
BCF x 1
BTS (2000/2c) x 2
RAS Server
11Mbps
IWF 2000
Um
Compaq
iPAQ
PDA &
Handset
7 1 5 /8 0
Modem Card
E1/A interface
M-Link
1*E1
DNS server
DHCP server
H E W LE T T
P A C K A RD
ap o l o
S e ri e s
100BaseT
E1
1 * E1
(Gb -Frame Relay)
HLR Simulator
Content
Database
X.21 connection
SD

H EW L E TT
P A C KA R D
a p o l lo
11Mbps
S e r i es
71 5 / 8 0
WAP Server
WAPLite
11Mbps
Dell Notebook PC
100BaseT
100BaseT
ENTERPRISE2
Push Server
U
T
RA
DL
R
IV
ES
NPARC
GSS (GPRS Management
System)
Sun Netra-T 1120
100BaseT
AP1000 Router
(with built in
Firewall)
ISG
Location
and
prescence
API
SD
71 5 / 8 0
Doctor on Applications
the Go
Server
Application
100BaseT
Sun
11Mbps
S D
H EW L ET T
PA C KA R D
a p o llo
S e r i es
GGSN/SGSN
1 * E1
(SS7)
Dell Desktop PC
Dell Desktop PC
Black box SP3i
(drop insert mux)
Livings ton
L
MIS Drug
Database
SD
Fi reWall
E nt er pr is es , I nc.
Po rtM aster I RX Ro ut er
(SS7)
100BaseT
SD
Sun
S P R C ser ve r 5
100BaseT
Lucent LAN/Intranet/Internet
Sun Ultra 5 with EFS
Firewall
Clinic
Information
Database
Key:
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Data Connection
Lucent Technologies
Proprietary - Use Pursuant to Company Instructions
(Ethernet, RS232)
E1 Connection
Wireless WaveLAN Interface
The Mobile Internet Value Chain
Content&
applications
Gateway
equipment
Network
equipment
Network
operators
User
Terminals
PDAs, phones, laptops, pagers
Browsers
SIM Cards
Game players
Modems
Page : 19; Printed: 08/07/100
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User Terminals
- Are current Terminals ready for “mobile internet” ?
- PDAs and Handphones will “collide”
- 2001 will see the first widespread availability of a new
breed of terminal suitable for mobile internet, with :
- Colour
- Java
- GPRS/packet
- file management/Windows environments
Page : 20; Printed: 08/07/100
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Thank You !
Page : 21; Printed: 08/07/100
Lucent Technologies Proprietary - Use Pursuant to Company Instructions