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Mobile Multimedia Awards & Showcase. Mobile Business Opportunity. John Mahoney Chief Operating Officer Brainstorm. Agenda. Background What applications will there be in the future? Why develop these? What technologies will enable these?. About Brainstorm.
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Mobile Multimedia Awards & Showcase Mobile Business Opportunity John Mahoney Chief Operating Officer Brainstorm
Agenda • Background • What applications will there be in the future? • Why develop these? • 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’. Established player in the mobile information market
Mobile Internet PC Access Internet - Future Million Subscribers 800 600 400 200 Year 2000 2001 2002 2003 2004
Content and Value Added Services Changing Sources of User Revenue ARPU Transport and Connectivity 2G 3G 2.5G Time Based on data from UMTS forum - October 2000
* Source: Dataquest/ Gartner Group 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.
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
WWW Basic Elements Fixed Network Operator e.g. BT Mobile Switching Centre 00’s Base Station Systems (cell sites) 000’s
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
Content and Value Added Services Changing Sources of User Revenue ARPU Transport and Connectivity 2G 3G 2.5G Time Based on data from UMTS forum - October 2000
Content Aggregation Applications Hosting KPN 12 steps to deliver mobile content … Infrastructure AOL ISPs Mobile Portals Mobile Operators MVNO Mobile Devices Distribution Customers The Value Stack
ISPs wASP Content Portals Mobile Operators Equipment Vendors PTTs Content Mobile Operators Service Providers PTTs Equipment Vendors wASP ISPs ISPs Portals Portals PTTs Equipment Vendors Content wASP Service Providers Mobile Operators Hosting Equipment Vendors Content PTTs ASPs ISPs Content Value Technologies 3G 2.5G 2G Fixed 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
UMTS(3G) Multimedia GSM Voice Analogue Voice Communication Technologies GPRS EDGE HSCSD WAP Product developments SMS 802.11b GSM Data Bluetooth Time 1985 1994 2000 2002 2005 Today
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!
Internet SP (WWW) 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
Costly - except for file transfers • Vulnerable - session lost if call dropped • Slow - 9.6kbit/s @ radio interface, 7.2kbit/s achievable GPRS – The Evolution to Mobile Packet Data 1. Circuit Switched Data Data Bursts Circuit Switched Call duration (Billable) Call terminated Call established
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 – The Evolution to Mobile Packet Data Circuit Switched Packet Switched Data GPRS
GPRS Data Transmission Speeds CS = Coding Schemes Raw data rates in Kbit/s: • assumes error free channel, and excludes overheads
Handset GPRS Terminal Devices for the Mobile Office?
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 photo report video clip UMTS web photo report video clip GPRS e-mail web photo report video clip ISDN web e-mail photo report video clip PSTN e-mail web photo report video clip GSM 0 10 sec 1 min 10 min 1 hour Transmission Time
Application Fit Interactive Multi-Media UMTS High throughput GPRS Streamed Video HSCSD WWW Browsing File/ Image Transfer LAN Access Slow-scan Video E-mail M-Commerce Low throughput Info Services GSM Telemetry Bursty throughput Consistent throughput
Sites for Research • www.ayg.com • www.computer.org • www.mformobile.com • www.mobileinfo.com • www.mobilestreams.com • www.wap.com • www.wirelessinanutshell.com • The Age of Spiritual Machines – Ray Kurzweil
Mobile Multimedia Awards & Showcase Mobile Business Opportunity John Mahoney Brainstorm London School of Economics Thank you! john.mahoney@brainstorm.co.uk