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OMA-MEM-2005-0045-Business_Model_Study Business Model Study in Mobile E-mail

OMA-MEM-2005-0045-Business_Model_Study Business Model Study in Mobile E-mail. Submitted To: MEM Date: 23 Sep 2005 Availability: Public OMA Confidential Contact: Lijun Zhao, zhaolijun@chinamobile.com Source: China Mobile. X.

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OMA-MEM-2005-0045-Business_Model_Study Business Model Study in Mobile E-mail

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  1. OMA-MEM-2005-0045-Business_Model_StudyBusiness Model Study in Mobile E-mail Submitted To: MEM Date: 23 Sep 2005 Availability: Public OMA Confidential Contact: Lijun Zhao, zhaolijun@chinamobile.com Source: China Mobile X USE OF THIS DOCUMENT BY NON-OMA MEMBERS IS SUBJECT TO ALL OF THE TERMS AND CONDITIONS OF THE USE AGREEMENT (located at http://www.openmobilealliance.org/UseAgreement.html) AND IF YOU HAVE NOT AGREED TO THE TERMS OF THE USE AGREEMENT, YOU DO NOT HAVE THE RIGHT TO USE, COPY OR DISTRIBUTE THIS DOCUMENT. THIS DOCUMENT IS PROVIDED ON AN "AS IS" "AS AVAILABLE" AND "WITH ALL FAULTS" BASIS. Intellectual Property Rights Members and their Affiliates (collectively, "Members") agree to use their reasonable endeavours to inform timely the Open Mobile Alliance of Essential IPR as they become aware that the Essential IPR is related to the prepared or published Specification. This obligation does not imply an obligation on Members to conduct IPR searches. This duty is contained in the Open Mobile Alliance application form to which each Member's attention is drawn. Members shall submit to the General Manager of Operations of OMA the IPR Statement and the IPR Licensing Declaration. These forms are available from OMA or online at the OMA website at www.openmobilealliance.org.

  2. Outline • Overview of Mobile Email Market • Value Chain • Business Model Analysis • Service Strategy and Standardization • Expectations

  3. Email is one of the most important Internet applications Email 85.6% News 62.0% Search engine 65.0% Software downloading / uploading 37.4% Webpage information 49.9% Online chatting 42.6% BBS, Community forum 20.8% Personal website hosting 4.9% E-Government 2.0% Internet games 15.9% Online purchasing 6.7% Short message 2.3% Online education 6.3% E-magazine 7.3% IP Telephone 1.0% Online Hospital 0.6% Online Banking 5.1% Stock trading 3.4% Online auction 0.7% Ticket / Hotel reservation 0.5% Online Video Conference 0.4% VOD 3.9% Living broadcasting 2.2% Multimedia entertainment (MP3, FLASH, etc.) 8.0% Telnet 0.7% Information promulgation 2.3% Online promotion 1.3% Online sales 1.6% Informatized system（ERP, CRM, SCM) 0.6% Online recruitment 3.5% Internet database 0.8% School/class mate BBS 14.8% Others 0.2% source: Gartner data

  4. Statistic for Applications • Types of email accounts that are used most frequently • Accounts provided by working organizations 11.0% • Individual free accounts 81.3% • Individual charged accounts 5.8% • Accounts presented by others 1.0% • Others 0.3% • No email account yet 0.6% • Emails will be sent to • Family people 21.7% • Relatives 16.6% • Friends 73.2% • School/class mates 54.6% • Colleagues or work mates 65.8% • Others 0.9% Aspects that charged email users consider the most Reliability 36.8% Speed 7.3% Security and stability 30.4% Capacity 8.5% Multiple receiving modes (POP3/Mobile Phone) 3.4% Anti-Virus 2.7% Spam filtering 4.5% Do not care 3.3% Others 3.1% source: Gartner data

  5. Now we focus on... Mobile Email meets all requirements: Mobility, Safety, Real time Mobile Email Wireless CONVERGENCE Internet Computing

  6. Internet Mobile Email Market in China • Mobile Email market data： • Email amount : 20/day/person • Email size : 4～20K • Email receive time (based on GPRS) : 10s • Read Attachment on mobile terminals : <10% • Mobile Email forecast • Enterprise market • Mass market Enterprise Market Mobile Email users

  7. Mobile Email shall have great impacts in the next few years Mobile Email applications Customers Secure Mobile Email MNC Large/medium SOEs Non-secure Mobile Email ,WAP push, MMS Email, SMS mail notification Small/medium Enterprises Public users MNC: Multinational Corporation; SOE: State-owned Enterprise Different Market segmentation for all kinds of Mobile Email Applications

  8. Value Chain

  9. Enterprise Market Enterprise Customer Mobile Email Value Chain Solution Provider Device Vendor Enterprise Carrier User In corporate market, five players are involved in mobile email service.

  10. Mass Market Consumer User Mobile Email Value Chain SP mailbox Solution Provider Device Vendor User Carrier In mass market, five players are involved in the service.

  11. Business Model Analysis

  12. Mobile Email Logical Architecture

  13. GSN Business Model A Operator Mailbox Mobile email Proxy MobileNetwork Internet TCP/IP/HTTP ValueChain Proxy owned and managed by SP Note: Today in proprietary solutions, proxy is typically the NOC(Network Operating Center)

  14. Business Model A (cont.) Solution provider leads the business because of the NOC,solution platform and branding ownership.

  15. GSN Business Model B Operator Enterprise Push Mail GW + mail server Mobile email Proxy MobileNetwork Internet Value Chain Proxy owned and managed by enterprise Note: Today in proprietary solutions, proxy is typically the NOC(Network Operating Center)

  16. Business Model B (cont.) Enterprise controls the whole project because of the buy side position.

  17. GSN Business Model C Operator Mailbox Mobile email Proxy MobileNetwork Internet Mail GW TCP/IP/HTTP Value Chain Proxy owned and managed by carrier Note: Today in proprietary solutions, proxy is typically the NOC(Network Operating Center)

  18. Business Model C (cont.) Carrier leads the business because of the NOC ownership and standard definition.

  19. Pros and Cons for Operators

  20. Preferred Deployment Model Enterprise/SP EmailServer Carrier Mobile Email Proxy GPRS, UMTS RAN Mobile Email GW GPRS, UMTS RAN

  21. Preferred Business Model • Service Providing • Operator provide platform and service • Business Supporting • Operator maintain the system • Partner provide background service and support. • Business Charging • Operator set up the tariff system and charge the service • Marketing expansion • Operator cooperate with all partners to develop the whole market.

  22. Service Strategy and Standardization

  23. Stage 1:Proprietary device/client Solution differentiation Lock in effect Stage 2:Carrier standard(OTA download ) Avoid lock-in effect by vendor Low maintenance and switching cost Stage 3: International standard ( native client ) Device vendor take care the client side effort More device support Terminal Strategy

  24. Vendor proprietary solution Not favored by carrier Accepted by some enterprise Carrier standard Not favored by solution vendor because of the effort to adapt to carrier’s standard International standard Welcomed by enterprise and carrier Platform Technology Strategy

  25. Expectations

  26. Push standardization work together • International standard body defines open standard as soon as possible • Device vendor build-in standard conformance native push email client in their mobile device • Deploy solution ASAP in the meanwhile based on open specifications (e.g. P-IMAP) with clients that can be OTA upgrade to follow the standard once stable

  27. Thank You

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