Cordless phones

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Mobile phone development
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Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies
3G Concept phone (2000)
Conclusions personal view
3
Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies new business
opportunities
Conclusions personal view
4
Key drivers in the mobile handset industry

• Accelerating handset performance (technology)
• Infrastructure and service delivery mechanisms
  (3G, WLAN, WIMAX, IMS etc.)
• Ultra low cost handsets (lt30)
• Operators and content providers looking for
  sustainable business models
• Games, music, films, news etc.
• World wide impact of the Chinese mobile industry
• Battle to dominate the mobile screen
• Drive to standardise handsets between vendors
• Microsoft

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The mobile real estate

• High price for hot property who will dominate
  the mobile screen?
• Manufacturers?
• Operators?
• International media players?
• Regional players?
• Microsoft?
• I decide personalised content
• The screen is the key
• User loyalty comes through positive experiences
• Usability, simplicity, utility, attractiveness
  and reliability
• All actors have a need to promote themselves, the
  question is how do we share this space?
• How can content providers benefit from the mobile
  experience?

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Example Mobile newspaper experience
Telenor portal

• Large number of of Norwegian newspapers have
  mobile internet pages
• Operators have the default mobile portal
• The user must actively find the newspaper portal
• Challenging for newspapers to position themselves
  on the mobile screen
• Battle to get a premium position on the operator
  mobile internet portal collaborate with
  operators
• Try to become the default start-up page for
  mobile internet
• Advertise heavily for you mobile internet portal

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Operator attempt for standardisation

• Effort to overcome standardisation problems for
  content on mobile phones
• Open Mobile Terminal Platform alliance
• Purpose is to standardise mobile handsets to
• ease creation of services and application
• ease terminal management
• Make it easy to control the user interface
• First release of OMTP compliant mobile phones
  scheduled for Q1 2006
• Desire to achieve standardisation without two
  players taking it all (e.g. Intel Microsoft)

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OMTP

• To what extent will the handsets be standardised?
• Not a desire to reduce innovation and the
  possibility for manufacturers to differentiate
  themselves
• Introduce classes of terminals (C0 C3) with a
  minimum set of performance criteria for each
  class
• Eg. Reduce the variety of screen sizes /
  resolutions etc
• Agree on codecs (picture, video, voice formats)
• Will help ensure that services will work
  end-to-end and on terminals from different
  manufacturers
• Will ease software development for third parties

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Microsoft

• We are going to invest and invest and invest to
  get the most popular software platform because we
  believe in these kinds of mobile and wireless
  scenarios Bill Gates, MS developers conference
  2003
• A force to be reckoned with
• Won all battles so far (Windows, IE, MS Office,
  Windows Media player(?), Exchange (?))
• Main strength is the link between the pc /
  servers and the handset (Active Sync, Exchange)
• Nokia licensing of Active Sync
• Potential body blow to Microsoft argues analysts
• But it is not only about the sync protocol more
  important is the consistency of data structures
  on both sides of the wireless / wired link.

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Microsoft main assets

• Exchange server today, Live Communication Server
  2005 tomorrow
• Real time collaboration tool
• Presence information as an integrated part of the
  office tools (including MS Office)
• Mobile handset (Smartphones) fully integrated
  into the corporate environment
• Telecommunications services fully integrated into
  the traditional mail server
• In the future corporate environment you will not
  be able to choose your own handset, you will be
  given a MS phone
• All about the software, not the hardware

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Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies new business
opportunities
Conclusions personal view
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Mobile email to your phone

• Mobile email The possibility to offer a full
  email experience on mobile handsets.
• Not wap or browser based solutions
• Not only mail, but also contacts and calendar
• Mobile email in the SME segments expected to be a
  considerable driver for mobile data traffic in
  the short and long term
• Potentially the killer application for 3G toward
  the business segment?
• Operator friendly commercial solutions are
  available from several vendors
• Solution providers recognise the importance of
  the operator customer base and branding
• Mobile email can be supported on a wide range of
  handsets
• Major carriers have already launched mobile email
  solutions (Vodafone, O2, TMobile, Telenor)
• A service well suited for the entire business
  segment
• From SoHo to corporate

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Mobile email solutions are complex

• Requires installation of client software on your
  handset
• Requires operator to install connection centre
  servers
• Requires installation of software inside the
  corporate firewall
• But
• Useful tool that enables you to stay always
  connected and updated
• Increases staff flexibility and efficiency
• Reduces need for use of data cards with PCs

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Mobile SAP access to company internal systems

• Mobile workforce management
• Enable field staff to connect to company internal
  systems
• Accept, effectuate and report status on orders
• Flexible use of field forces
• Connected with proximity technologies like RFID
  it will improve the quality control of actual
  field force movement (and execution)
• Requires substantial integration effort with
  internal IT systems. Reported ROI (SAP numbers)
  3 to 12 months

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Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies new business
opportunities
Conclusions personal view
16
Telenor Entry preconfigured menu

• Purpose Remove barriers to use wap (mobile
  internet) services
• Easy access to news etc
• Access to your subscription data (last call cost,
  bills etc.)
• Simple menu designed by operator but implemented
  by manufacturer
• Large volumes to achieve economy of scale

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Open OS create new opportunities

• Plethora of more or less useful applications
  available for open OS phones
• Nokia developer forum etc.
• New types of frameworks are emerging
• Action Engine, Freedom, Surfkitchen, Opera
  Platform
• Focus on delivering services from third parties
  rather than applications

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How to make advanced services available?

• Barriers to use of mobile Internet services
• What is there?
• How to find mobile services?
• Navigation is difficult
• Customers believe usage implies high cost
• Traditional portals customer must come to you
• Is it possible to turn this around?
• 3 months piloting of 100 users with access to
  active desktop
• Bring the portal to the customer
• Push services
• Software that takes over the user interface
• Co-operation with Opera

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The opportunity to bring content and services
closer to the customers attention

• An active desktop is taking over the home screen
  of the phone and presenting a new front-page and
  service menu
• Content teasers (news, weather and advertisement
  banners) on the front-page
• News pushed to the end user every 45 minutes
• Immediate access to pre stored and updated
  content through clicking on teasers
• Upload of Photos and Contact List to web portal
• Reversed MMS news / blogging
• Combining useful phone applications and online
  content in an operator service menu
• Restaurant guide, concerts, TV listings etc.
• The content provider phone is fully possible

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Users prefer active desktop and push services

• Active desktop creates a need for daily update of
  news and entertainment
• Users wish to personalise their news categories
• The active desktop is preferred to the phone
  manufacturers frontpage
• Active desktop is seen as a simpler and more
  accessible concept than WAP
• From 12 active WAP users before pilot to 75
  active WAP users after the pilot
• Users missed active desktop after conclusion of
  pilot

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Client based portal

• Client based solution
• Software which takes over the user interface of
  the phone
• Pro
• You can define the look and feel of the idle
  screen
• You can communicate effortlessly with external
  servers to retrieve and distribute information
• You can provide secondary functions (backup,
  uploads, mail etc)
• Con
• It only works on specific handsets
• The user is online at all times (battery issue)
• Cost of data traffic
• Handsets are unstable

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Near field communication service triggering
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Look for opportunities in new concepts.
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Near field communication service triggering
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Deloppgave 1

• Studer hva tjenestetilbydere tilbyr av mobile
  tjenester og konsepter til bedriftsmarkedet
• For hvem?
• Hva?
• Sammenlign de forskjellige tilbyderene
• Hver gruppe presenterer sine resultater 7 oktober

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Deloppgave 2

• Velg en tjenestetilbyder og gå i dybden på hva
  den leverer
• Studer en av deres kunder
• Velg en brukergruppe
• Hvordan bruker de tjenestene?
• Hvordan passer det med hvordan de jobber?
• Hva kunne de ha tenkt seg
• Hva vurdere dere som mulig å levere.
• Ta hensyn da til hvem som skal levere, drifte etc
• Prosjektoppgaven skal inneholde både deloppgave 1
  og 2

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Overview of presentation
Key drivers in the mobile industry
Mobile as a business tool
Emerging mobile technologies new business
opportunities
Conclusions personal view
29
Some trends

• Diverse portfolio of handsets
• Made to measure and mainstream handsets
• Hardware commodity
• Software and connectivity the differentiating
  factor
• Proximity technologies for service initiation
  will become important
• Payment, identification and authorisation
• Increased utility focus
• Increased mobile pc communication

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Some thoughts for the future

• Personal forecast
• Windows will win the corporate / business segment
  where access to company data is essential
• Symbian (Nokia) will be pushed down and dominate
  the advanced handset market (at least in Europe)
• Significant growth in low cost handsets (lt 30)
  production for emerging markets
• Manufacturers will continue to distribute mass
  market devices based on proprietary OS for the
  foreseeable future due to licensing costs
• Handsets will gradually become OMTP compliant
  with increased standardisation across
  manufacturerers