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Mobile Multimedia Awards & Showcase
Mobile Business Opportunity
John Mahoney
Chief Operating Officer
Brainstorm
Agenda
1. Background
2. What applications will there be in the future?
3. Why develop these?
4. What technologies will enable these?
About Brainstorm...
• Over 10 years technical and operational experience with large
scale, transaction processing systems.
• We develop, host and manage, cost-effective, high quality
Mobile Internet applications.
• First to develop SMS based information services in 1995 (for BT Cellnet).
• Created first DTI web site in 1995. Also web site for British Chamber of
Commerce and BSI.
• Devised, and hosted ‘Global Class Room’ for Henley Management
College early 1990’s. Amongst first electronic ‘distance
learning programme’.
Internet - Future
Million
Subscribers
Mobile
Internet
800
600
PC
Access
400
200
2000
2001
2002
2003
2004
Year
Changing Sources of User Revenue
ARPU
Content and
Value Added
Services
Transport
and
Connectivity
2G
Based on data from UMTS forum - October 2000
2.5G
3G
Time
Mobile Wireless and the Internet
• By 2003*, more mobile terminals will
access the Internet than PCs
• Mobile access extends Internet
reach/usage.
• Mobility drives new applications
and services.
* Source: Dataquest/
Gartner Group
The Generation Gap
Generation:
1G
Analogue networks
2G
Digital networks (GSM)
2.5G
General Packet Radio Service (GPRS)
3G
Universal Mobile Telecommunications System
- IP based network
4G
802.11b, bluetooth, satellites + 3G + 2.5G
Basic Elements
Fixed Network
Operator e.g. BT
Mobile Switching
Centre 00’s
Base Station
Systems
(cell sites)
000’s
Basic Elements
Fixed Network
Operator e.g. BT
Mobile Switching
Centre 00’s
Base Station
Systems
(cell sites)
000’s
WWW
Mobile Facts - GSM
• GSM introduced 1994
• Global standard (largely)
• Supports voice, data, text messaging
• 20k plus cell sites in UK
• Over 560 operators in 142 countries
• Over 400 million users and expected to rise to
700+ million by end 2003
• 40m mobiles in UK
• Circa £10bn investment in UK so far
• £23bn committed on licenses alone for 3G
Changing Sources of User Revenue
ARPU
Content and
Value Added
Services
Transport
and
Connectivity
2G
Based on data from UMTS forum - October 2000
2.5G
3G
Time
The Value Stack
Content
Aggregation
Applications
KPN
Hosting
12 steps to
deliver
mobile
content …
Infrastructure
ISPs
Mobile Portals
Mobile Operators
MVNO
Mobile Devices
Distribution
Customers
AOL
Content Value
Technologies
3G
Mobile Operators
PTTs
2.5G
ISPs
Service Providers
2G
wASP
ISPs
ISPs
Content
Portals
Content
Portals
Content
PTTs
Mobile Operators
Equipment Vendors
wASP
Portals
PTTs
wASP
Service Providers
Fixed
Hosting
Content
Equipment Vendors
ASPs
Equipment Vendors
Mobile Operators
Equipment Vendors
ISPs
PTTs
Value
Applications of the Future
Some BLUE SKY ideas:
• accurate real-time speech to text
• automatic analysis of electrocardiograms and blood tests
• real-time language translation
• intelligent computerised personal assistants
• ubiquitous access to the world’s knowledge bases
• enhanced vision and hearing through implants
• ability to download your memory / personality
Applications of the Future
Some sectors to look at:
• Finance and banking
• Entertainment
• Publications and Media
• Gaming
• Retailing
• Life Style
How are we going to do all this?
Communication Technologies
UMTS(3G)
Product developments
Multimedia
GPRS
EDGE
HSCSD
WAP
SMS
802.11b
GSM
Data
Analogue
Voice
1985
Bluetooth
GSM Voice
Time
1994
2000
2002
Today
2005
Mobile Facts - SMS
• Allows text messages to be sent and received between
all UK network’s mobiles anywhere in the world.
• Supports 160 characters.
• Single charge regardless of geography (c.12p per message)
• Immune to congestion.
• Confirmation of delivery available.
• Supports data transfer (ring tones and logos etc)
• Store and forward capability
• Discrete
Mobile Facts - WAP






WAP allows true Mobile-Internet convergence.
It manages the constraints of limited bandwidth,
delay and less powerful terminal - CPU,
memory, screen size and power consumption.
It’s an open standard designed especially for
mobiles to display Internet/Intranet information .
Supported by over 75% of the world’s
leading mobile manufactures.
Internet pages need to be written in WML
(Wireless Mark-up Language).
Internet content and service ‘information’
delivered via a variety of transmission services.
Mobile Facts - Bluetooth
Bluetooth is a standard for the wireless transmission of data
between devices by the use of short range radio waves


Bluetooth uses Globally regulated radio spectrum at 2.4GHz.

Range of 10 meters.

721Kbit/s max data rate.
Mobile devices require specific Bluetooth receivers either as an
attachment or built-in.


Available 2001 (limited supply)
Bluetooth got its name from the 10th Century Viking King Harald Bluetooth!

Mobile Facts - GPRS
GSM
GPRS

It’s an overlay onto today’s existing mobile
phone network, using existing base stations
User can logon to a range of data networks and
servers e.g.
Corporate LAN, ISP, e-mail provider, etc
Internationally agreed standard.

An asymmetric IP PDN (Packet Data Network).

Connected to other packet data networks

High speed 171kbps (in theory)

On line all the time*.


Third Party
Data Network
Company
Corporate LANs
Internet SP
(WWW)
GPRS – The Evolution to Mobile Packet Data
1. Circuit Switched Data
Data Bursts
Circuit
Switched
Call duration (Billable)
Call
established
• Costly - except for file transfers
• Vulnerable - session lost if call dropped
• Slow - 9.6kbit/s @ radio interface, 7.2kbit/s achievable
Call
terminated
GPRS – The Evolution to Mobile Packet Data
Circuit
Switched
Packet Switched Data
GPRS
• Shared channel - lowest cost but variable delay
• Retained session - potentially for long periods : “always on line”
• With compression, typically 64kbit/s peak rate service perceived
GPRS Data Transmission Speeds
CS = Coding Schemes
Raw data rates in Kbit/s:
Timeslots:
1
2
3
4
5
6
7
8
CS1
9
18
27
36
45
54
63
72
CS2
13
27
40
54
67
80
94
107
CS3
16
31
47
62
78
94
109
125
CS4
21
43
64
86
107
124
150
171
• assumes error free channel, and excludes overheads
How will Users Connect?
GPRS Terminal Devices for the Mobile Office?
GPRS Terminal Devices for the Mobile Office?
Handset
Office worker on the move – the Killer Ap.
GPRS - Applications

GPRS bearer service will
enable applications in the
following segment areas:








Telemetry
Messaging
e-mail
Access to the World
Wide Web
Job Scheduling and
Despatch
Vehicle Location
Services
Information services
E-commerce
WAP vs GPRS
GPRS is not a competitor to WAP.
GPRS can be used as a bearer for WAP. GPRS alone does not
facilitate the access to the Internet. It is best compared to a means
of delivery in desktop terms. WAP Gateway's and Browsers are still
required to deliver the content.
Mobile Facts – UMTS (3G)
UMTS is........
........Universal Mobile Telephone System
•
Currently in development phase
•
Expected around 2002 (limited coverage)
•
Operates at 2.1GHz
•
2Mbits and above data rates with global roaming
•
Allows multimedia and video
•
Applications on the move !
What is new with 3G?
• Devices
– Screen size, storage capability
– Multi-media
– Video (stills and clips)
– Music (download, store
and play)
• Increased speed
– File download / WEB browsing
– Improved mobile internet experience
– Graphics, speed, shopping
experience
• Improved
personalisation
UK 3G Mobile Plans
• Launch Services will include a number of exciting and compelling
products and applications based on core capabilities e.g
• Video clips
• Postcards
• Mobile office products
– intranet access
– fast e mail download
– fast file download
– group working
• Find and guide services
• Mobile Music
• Advertising
• m-commerce
Increasing Data Rates
UMTS
photo
web
GPRS
ISDN
e-mail
PSTN
photo
web
report
photo
web
e-mail
GSM
video
clip
report
e-mail
0
report
photo
web
10 sec
video
clip
video
clip
report
photo
1 min
video
clip
report
10 min
Transmission Time
video
clip
1 hour
Application Fit
High throughput
Interactive
Multi-Media
GPRS
Streamed
Video
HSCSD
Low throughput
Slow-scan
Video
UMTS
File/
Image
Transfer
WWW
Browsing
LAN Access
E-mail
M-Commerce
GSM
Info Services
Telemetry
Consistent throughput
Bursty throughput
The Future …
Sites for Research
1.
www.ayg.com
2.
www.computer.org
3.
www.mformobile.com
4.
www.mobileinfo.com
5.
www.mobilestreams.com
6.
www.wap.com
7.
www.wirelessinanutshell.com
8.
The Age of Spiritual Machines – Ray Kurzweil
Mobile Multimedia Awards & Showcase
Mobile Business Opportunity
John Mahoney
Brainstorm
London School of Economics
Thank you!
[email protected]