advanced mobile servicesnced mobile services

1. Lecture Number 12 November 30, 2009 Dr. Shoshana Loeb sloeb@udel.edu

3. This class… Presentations News WooYoung Ryu Colin McLafferty Craig Offutt Product – Boxee (www.boxee.tv) WooYoung Ryu Colin McLafferty Craig Offutt Refreshments Jordan Grosh

4. Industry News from Homework Air Canada begins customer trials for in flight Internet Chrome OS and the Microsoft squeeze 16 year old launches Vye music-sharing site, another Napster? A friend’s tweet could be an ad (2) How Microsoft blew it with Windows Mobile Bing tries to buy the news Verizon says AT&T’s law suit seeks to hide 3G truth  Google’s chrome OS revealed  How do you hide from the Internet?

5. Convergence of Telematics & Mobile Services It is hard to talk about Telematics without also talking about navigation and more recently location aware handsets. The momentum and convergence in the location-based services, telematics and navigation markets is more exciting than ever. The recent landmark announcements by Tom Tom on its pending acquisition of Tele Atlas and by Nokia regarding its intention to acquire NAVTEQ have dramatically altered the industry landscape. Let the LBS games begin We see all 3 of these domains contributing significantly to the “connected vehicle” experience After we review the trends we see in the market, we will share how these 3 domains fit into our service delivery vision It is hard to talk about Telematics without also talking about navigation and more recently location aware handsets. The momentum and convergence in the location-based services, telematics and navigation markets is more exciting than ever. The recent landmark announcements by Tom Tom on its pending acquisition of Tele Atlas and by Nokia regarding its intention to acquire NAVTEQ have dramatically altered the industry landscape. Let the LBS games begin We see all 3 of these domains contributing significantly to the “connected vehicle” experience After we review the trends we see in the market, we will share how these 3 domains fit into our service delivery vision

6. Phone Trends Impacting Telematics Internet Access on mobile devices Open platforms for 3rd party apps Using customer’s phone as a transport Search web information by voice Desktop mapping and navigtaion experiences (on line with Google, Yahoo, MS, MQ) experience will converge with mobile segements Starting with handset, PND and then in-vehicle Walled garden / tightly guarded to open to 3rd party developers of mobile apss. Open platform for LBS and mobile application, With unrestricted access to GPS location info What impact will iPhone have to vehicle connectivity? (top selling phone on the most popular carrer - 27% of market) Goodgles open platform Android was annouced yesterday . Motorola/Samsung big names on the handset side and T-Mobile/Sprint (31% mkt share) forcing OEMs, tier one suppliers, content providers, application developers, service providers and others to step back and rethink their roles and alliances in their respective value chains. Desktop mapping and navigtaion experiences (on line with Google, Yahoo, MS, MQ) experience will converge with mobile segements Starting with handset, PND and then in-vehicle Walled garden / tightly guarded to open to 3rd party developers of mobile apss. Open platform for LBS and mobile application, With unrestricted access to GPS location info What impact will iPhone have to vehicle connectivity? (top selling phone on the most popular carrer - 27% of market) Goodgles open platform Android was annouced yesterday . Motorola/Samsung big names on the handset side and T-Mobile/Sprint (31% mkt share) forcing OEMs, tier one suppliers, content providers, application developers, service providers and others to step back and rethink their roles and alliances in their respective value chains.

7. Division of Labor

8. Connected-Vehicle Model is Rapidly Morphing Car & Electronic Component Life Cycles diverging Automobiles - Median life is 9.2 yrs - Design cycle is 3.5 yrs Components - Median life 2.0 yrs - Development cycle 0.5 yrs Closed electronic components & software under assault Open architectures (Android, iPhone 3G, Intel’s MID) Carried-in devices (PNDs, cell phones, PDAs, mp3 players) After-market devices for cars proliferate Mushrooming growth Advanced capabilities Have crossed “impulse”purchase thresholds

9. Opportunity: Telecoms and Automotive Convergence

10. .NET Essential Infrastructure is Well Under Way 3G / 4G poised to deliver unprecedented: Coverage Bandwidth Latency Reliability 5G / 6G to deliverexplosive range& depth of services Personalization Immediacy Anticipation

11. Automotive Telematics and the Connected Car What is available today? Source: iSuppli (TRG)

12. Inside the car What systems are on board? Source: iSuppli (TRG)

13. Connectivity Advances - OEMs Worth Noting General Motors GM has more time and money invested in developing a connected car than any other OEM (i.e. OnStar). As a BU, OnStar is making money for GM (via subscription revenue) and the real gain comes when GM fully realizes the cost-saving benefits of OnStar.  OnStar already claims they saved GM $100M by "pinging" the cars each month and collecting diagnostics and fault codes.    Nissan Nissan is as advanced as GM when it comes to vehicle connectivity although deployment of their most sophisticated approach is limited to Japan. Nissan is the leader when it comes to eco-telematics - they use the connectivity to provide dynamic route guidance in such a way that minimize fuel consumption and emissions. BMW BMW is the most advanced OEM in terms of technology overall and are forward thinking in the deployment of connectivity to vehicles. What makes BMW unique is they have developed a telematics protocol that is being licensed to other OEMs.  Called NGTP (next generation telematics protocol) this protocol is designed to plug and play content and services. Fiat Fiat is very good at recognizing the benefits of connectivity and is a leader in the deployment of telematics solutions. Fiat brought telematics to the masses with their Blue & Me solution developed with Microsoft    

14. Connectivity Advances -- Suppliers Worth Noting Continental Conti acquired Siemens VDO and Motorola's telematics business so they are very well positioned to benefit from car connectivity. Continental is the supplier of Ford, has close ties to Microsoft, and is the leading supplier of embedded communication modules in the world. Qualcomm They have the communication IP of course, but they are also in very good position to extend their know how autos. They know telematics well from their commercial activities and they know services and service models well. Lastly, they are doing some very intense research into the space that should pay off for them.  Freescale Their emphasis on telematics and infotainment is very advanced. Their low cost solutions for infotainment will take off once the connectivity in auto comes down market and reaches critical mass.  Magneti Marelli Marelli (Fiat Group) has completed lots of development for vehicle connectivity. There experience is rooted in diagnostics and powertrain management, including race cars and the first true telemetry system. Marelli has a tight relationship with Microsoft and the two have jointly developed ”telematics for the masses” with a low cost solution already deployed in Europe (Fiat, Alfa, Lancia). Fiat was the first with Eco telematics (called Eco-Drive)

15. Embedded Solutions vs. Non Embedded OnStar is the leading “embedded” telematics system OnStar will be standard on every GM auto model by the end of 2008. This opens the door for future services that were not possible as an option. GM is likely to start using remote ECU software updates in a few years, which has significant cost savings potential for GM. All major OEMs have recognized the potential of telematics and are adding their own telematics systems—first customer telematics and later OEM telematics. Ford Sync, which is a telematics system that uses a “non-embedded” mobile phone for connectivity (via Bluetooth), is showing very strong sales and is improving Ford’s image among young drivers. Ford was a laggard in telematics until Sync was introduced. Sync is based on Microsoft’s telematics platform and Ford had an exclusive contract through 2008 in N. America. Hyundai is the second OEM in N. America to use Microsoft-based telematics—probably in 2009 Ford’s Sync advertising has been very successful and Sync-based cars sell faster than non-Sync cars—especially among young drivers that have a connected life-style. Sync has introduced applications that in N. America were only available on embedded telematics systems such as remote diagnostics and automatic collision notification (ACN).

16. Connected Car -- How it is Done Today

17. Connected Car -- Evolution of Telematics Platform

18. Location Based Services In the car Source: iSuppli (TRG)

19. Smartphones & Feature Phones Offboard Navigation Service Brands Networks In Motion TeleNav TelMap Jentro WayFinder Onboard Navigation Service Brands TomTom Garmin Apple iPhone Google T-Mobile GPhone Nokia Maps & Pedestrian Navigation

20. In-Vehicle Navigation Systems LBS Services Vehicle Centric Traffic, Weather, Fuel Prices, Parking Availability (future) User Centric Movie Listings, Sports Scores, News, Stocks LBS Service Providers Sirius Travel Link / Traffic XM NavTraffic / NavWeather Clear Channel Total Traffic Network (CCTTN) OEMs with LBS Content Ford, GM, VW, Chrysler, Hyundai, Nissan, Honda, Toyota, BMW, Daimler OEMs without LBS Content Subaru, Mitsubishi, Suzuki, Mazda, Jag/LR, Kia

21. In-Vehicle Navigation Systems (cont.) Ford Next Generation Navigation System HDD-based infotainment system offering Sirius Travel Link Available on all navi-optional Ford, Lincoln, & Mercury models by MY10 Sirius Travel Link 6-month subscription free with purchase GM XM NavTraffic Expansion Expanded XM NavTraffic onto 16 models for MY09 XM NavTraffic offers traffic flow & incident data XM NavTraffic free 3-month trial subscription with purchase AcuraLink Services AcuraLink now available on all 09 Acura models AcuraLink includes XM NavTraffic XM NavWeather Remote Diagnostics (non-location based) AcuraLink free subscription for 90 days with purchase

22. V2V2I Trends

23. V2V and V2I Applications

24. CICAS, IVBSS & VII Roadmap

25. V2V and V2I Summary V2X systems are three years or more away from becoming commercial products in the U.S. The DSRC-IEEE 802.11p technology at 5.9 GHz frequency band is the most likely technology for V2X systems. However, it is possible that Wi-Fi systems using consumer electronics and PC-based products may be used for V2X systems V2V only systems are likely to appear before V2I systems due to infrastructure funding issues by federal and state governments V2V mandates that specifies that all autos sold will have V2X as standard equipment have around 50% probability of being passed between 2015 and 2020 GM is likely to be a pioneer in V2V deployment as part of OnStar-based safety systems V2X system price will be similar to current high-end Wi-Fi PC cards by 2015 or below $100

26. xxx Final Project Logistics

27. Project Submission The project report is in the form of ppt presentation Email the projects before the class (no later than 5pm) on December 7th

28. Project Evaluation The project determines 45% of the final grade. The grade for the project will be determined by: Quality of the project write-up – 15% Quality of presentation – 15% Depth of general knowledge related to the project – 15% Each student and guest will fill out an evaluation form for each project: On scale from 1-5 Technical quality External awareness Quality of presentation Overall comments and suggestions

29. Project Presentation Evaluation Form x

30. Project time slots 1 person projects 10 minutes 2 persons projects 20 minutes 3 persons projects 25 minutes

31. Presentation Schedule

32. Class Review Highlights

33. Our Three Hats In the class we will be wearing three different hats Inventors Entrepreneurs Investors

34. Sharktank – ABC (Tuesday 9pm)

35. iPhone Application Store

37. What is “Next Generation”? 3G Web 2.0 Converged (All IP) networks Mobile computing (not just communication) “Mobile mindset” – applications not technology “Experience” - not just phone calls

38. Cellular Technology Evolution The diagram shows the cellular technology evolution. The technologies indicated in colored oval within dashed square box are the focus of this report. The meaning of the acronyms in focus are as follows: CDMA: Code Division Multiple Access EDGE: Enhanced Data Rates for GSM Evolution EV-DO: Evolution - Data Optimized GPRS: General Packet Radio System GSM: Global System for Mobile HSDPA: High Speed Downlink Packet Access HSPA: High Speed Packet Access HSUPA: High Speed Uplink Packet Access LTE: Long Term Evolution WCDMA: Wideband Code Division Multiple Access UMB: Ultra Mobile Broadband The diagram shows the cellular technology evolution. The technologies indicated in colored oval within dashed square box are the focus of this report. The meaning of the acronyms in focus are as follows: CDMA: Code Division Multiple Access EDGE: Enhanced Data Rates for GSM Evolution EV-DO: Evolution - Data Optimized GPRS: General Packet Radio System GSM: Global System for Mobile HSDPA: High Speed Downlink Packet Access HSPA: High Speed Packet Access HSUPA: High Speed Uplink Packet Access LTE: Long Term Evolution WCDMA: Wideband Code Division Multiple Access UMB: Ultra Mobile Broadband

40. Application to application communication

41. Abstract Device Representation xx

42. Simplified Software Model XXX

43. Two models of the communication application layer

44. Skype vs. Google Voice Google Voice is not a VOIP application the way Skype is. Skype offers: call to another computer, to landlines or mobile phones, trigger video calls between computer users and send SMS messages. Has 481M users. Google Voice gives users a phone number that can forward calls to any other number they want, including home, office and mobile numbers. Google Voice routes incoming calls through to all of these numbers to find the user. Users can also dial out via Google Voice, designating the phone on which they will take the call along with the number they want to dial. If the user does not pick up, it takes a voice message, which can be transcribed into text automatically and sent to the user via SMS or e-mail. Users can also listen to messages by logging into the Google Voice Website or clicking a link in the notification e-mail. Google just added the ability to receive and reply to SMS via email. Like Skype it lets users initiate low-cost international calls.

45. Mobile Social Network Adds location sensors Enables richer communication May give rise to issues around mobile device choices end-to-end business model privacy

46. The iPhone Apps Development SDK = Software Development Kit API = Application Programming Interface The iPhone SDK allows developers to: make applications for the iPhone and iPod Touch test the applications in an "iPhone simulator" Loading an application onto the devices is only possible after paying an iPhone Developer Program fee. Developers are able to set any price above a set minimum for their applications to be distributed through the App Store, They will receive a 70% share. Alternately, they may opt to release the application for free and need not pay any costs to release or distribute the application except for the membership fee

47. Stats on the iPhone App Store There are currently 100,000+ applications and 5 Billion downloads since July 2008 Each week Apple receives 8,500 new applications and updates to applications. The company employs a team of 40 full-time trained reviewers, and each application is independently evaluated by two separate reviewers before getting a green light. 95 percent of iPhone applications are approved within 14 days of being submitted. Issues that could result in a rejection from its mobile application store: privacy, security vulnerabilities like software bugs, instabilities that might lead to program crashes and the use of unauthorized protocols.

48. News: The battle between Apple/AT&T and Google.. Google Voice is a front end for Google’s free phone-management system. The system allows to: send free text messages make 2-cent international calls much more Apple mysteriously rejects this useful app, refusing to list it in the App Store. Also without explanation Apple deletes from the App Store two similar programs called GV Mobile and Voice Central, which have been there for months. The blogosphere goes nuts. There’s only one possible reason that Apple might delete these apps: because AT&T demanded it. Why would AT&T care? Because of those free text messages and cheap international calls. If these apps became popular, AT&T’s revenue could take a serious hit. The Federal Communications Commission, in fact, is now sniffing around, sending letter to Apple, AT&T and Google, clearly wondering if there’s some illegal collusion going on. AT&T/Apple’s logic does not make sense: If the object is to prevent you from making cheap international calls, then they would also have to block Skype and all the other apps (already available) that let you do so. If it is to prevent you from sending free text messages, then they should also block FreeMMS and other apps that already do that.

49. The Intelligent Network (IN)

50. Intelligence at the Edge

51. Telecom service architecture

52. The media industry Mobile device as the fourth screen

53. Communication as a Feature…

54. MVNO Operational Strategy: Transformation to Next Gen

56. What is an Ecosystem Value Chain? A value chain is a chain of activities. Products/servics pass through all activities of the chain in order At each activity the product gains some value

57. Software as a Service Business Model Software as a Service (SaaS) is a software distribution model Applications are hosted by a vendor or service provider Applications are made available to customers over a network, typically the Internet.

58. Google’s offering

59. Context Aware Services Context is any information about your activity, surroundings, plans, intentions, etc The shift to “context aware” services has been a shift away from active user input toward leveraging passively collected datasets

60. Context Aware ServicesCustomers become “markets of 1” with highly individual needs and interests

61. The “mash up” (web model)

62. Example Research Project (Telcordia)

63. Separation of Concerns Data Sources

64. Schedule Manager Example Platform Internal Flow: Calendar Entry registration Calendar connector retrieves new calendar appointment and submits it to the platform Context Manager receives new appointment data and follows the steps below Interacts with Security Manager in order to authenticate and authorize the received data Interacts with Schedule Manager in order to register time information associated with the appointment Interacts with Location Manager in order to register location information associated with the appointment Interacts with Event Registration in order to register appropriate filter with Event Stream Engine Example Platform Internal Flow: Calendar Entry registration Calendar connector retrieves new calendar appointment and submits it to the platform Context Manager receives new appointment data and follows the steps below Interacts with Security Manager in order to authenticate and authorize the received data Interacts with Schedule Manager in order to register time information associated with the appointment Interacts with Location Manager in order to register location information associated with the appointment Interacts with Event Registration in order to register appropriate filter with Event Stream Engine

65. Technical Details :Location Manager Example Platform Flow: Location Update Event A connector/adaptor receives a new location update event and inserts it into the input event queue Event Manager retrieves received location event and follows the steps below Interacts with Security Manager in order to authenticate and authorize the received data Interacts with Location Manager in order to determine whether the location event is relevant to information registered with the Location Manager Creates appropriate encoding of the received event for processing by the Event Stream Engine Injects the encoded location event into the Event Stream Engine Example Platform Flow: Location Update Event A connector/adaptor receives a new location update event and inserts it into the input event queue Event Manager retrieves received location event and follows the steps below Interacts with Security Manager in order to authenticate and authorize the received data Interacts with Location Manager in order to determine whether the location event is relevant to information registered with the Location Manager Creates appropriate encoding of the received event for processing by the Event Stream Engine Injects the encoded location event into the Event Stream Engine

66. Cloud Computing(Source: wikipedia.com)

67. Example of Cloud Computing

68. Open Source(Source: wikipedia.com) Open source is an approach to the design, development, and distribution of software It offers practical accessibility to a software's source code. Some consider open source as one of various possible design approaches, while others consider it a critical strategic element of their operations Before open source became widely adopted, developers and producers used a variety of phrases to describe the concept; the term open source gained popularity with the rise of the Internet, which provided access to diverse production models, communication paths, and interactive communities.

69. The Long-Tail

70. Information Filtering – High-level View

71. When and why should the application interrupt the user and for what reason? This is a conservative estimate—some have put the number as low as three. This scenario has been proffered up mostly in academic computing communities, happily. But it demonstrates what happens when you try to put all the work of building up context into the sensors and algorithms. It takes a thin usage model--that managament gurus have decided that impromptu meetings are great for productivity because they increase collaboration and agility—and turns it into absurdity. It’s the kind of thing that happens when we take ourselves way too seriously. “where you are’ therefore becomes not a question of privacy but a question of valueThis is a conservative estimate—some have put the number as low as three. This scenario has been proffered up mostly in academic computing communities, happily. But it demonstrates what happens when you try to put all the work of building up context into the sensors and algorithms. It takes a thin usage model--that managament gurus have decided that impromptu meetings are great for productivity because they increase collaboration and agility—and turns it into absurdity. It’s the kind of thing that happens when we take ourselves way too seriously. “where you are’ therefore becomes not a question of privacy but a question of value

72. YYY Positioning Technologies

74. The Argus project Platform is applicable to services involving distributed service logic between the network and the cell phone Currently focused on emerging dual-mode 3G/Wi-Fi handsets Develops carrier-centric approaches to manage network resources based on user-location, device capability and real-time network conditions

75. Virtual Guest Lecturehttp://www.youtube.com/watch?v=FU6ssv9ST6E

76. Key Mobile Internet Trends Mobile Internet Usage Is and Will Be Bigger than Most Think Apple Mobile Share Should Surprise on Upside Near-Term Next Generation Platforms (Social Networking + Mobile) Driving Unprecedented Change in Communications + Commerce Mobile in Japan + Desktop Internet Provide Roadmaps for Mobile Growth + Monetization 3G Adoption / Trends Vary By Geography Carriers in USA / W. Europe Face Surging Network Demand But Uncertain Economics Regulators Can Help Advance / Slow Mobile Internet Evolution Mobile-Related Share Shifts Will Create / Destroy Material Shareholder Wealth.

77. A Vet’s Care Community

78. Embedded Devices – Smart Homes

79. Framework

80. What is sentiment analysis? Also known as opinion mining Attempts to identify the opinion/sentiment that a person may hold towards an object It is a finer grain analysis compared to subjectivity analysis

81. Smart Devices in a Smart Environment

82. “Companies/Products of the Week” 09/21 iPhone Apps 09/28 Sense Networks 10/05 Four Square 10/12 Bit.ly 10/19 Amazon Kindle 10/26 Twitter 11/02 T9space 11/9 Feeva 11/16 ListenLogic 11/23 Ford Sync 11/30 Boxee

83. Guest Presentation Phil Sugar – CEO of Smart Button Garrett Melby – CEO of Good Company Ventures Dave Famolari – Senior Scientist, Telcordia David Freschman – Innovation Delaware Scott Jones – University of Delaware Business School

84. Assignment for next class (12/07) Assignment: Finish final project and submit (email) before by 5pn pm 12/7

85. Next class… Project Presentations Refreshments Craig Offutt

86. xxx Have a good week! See you next week class webpagewww.openventures.com/home/NextGenMobile