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How to Develop Great Services for the Mobile Internet in an Open 3G World

Mission: to make mobile and internet services that are useful , affordable and fun for all customers in every community. How to Develop Great Services for the Mobile Internet in an Open 3G World . a content providers perspective John Shirley. Contents. Speaker and Company Introduction

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How to Develop Great Services for the Mobile Internet in an Open 3G World

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  1. Mission: to make mobile and internet services that are useful, affordableand funfor all customers in every community How to Develop Great Services for the Mobile Internet in an Open 3G World a content providers perspective John Shirley

  2. Contents • Speaker and Company Introduction • Why Develop for MIU’s? Mobile Internet Opportunity • Business Models • The Role of the Operator • Mobile Development – Resources Available • Gapit Open Initiative • Conclusion

  3. Introduction to the Speaker and Gapit Communications JSC

  4. Speaker • John Shirley CEO of Gapit Communications JSC • 8 years experience in Asia. • 22 years working experience (Financial Services, Internet & Mobile) • Formerly product director of Comvik International and responsible for $50m in network investments in MobiFone. • Programme Director of BT/O2 Asia based in Hong Kong. • Member of Institute of Directors IOD (UK) with 16 years board member experience. • Member of EuroCHAM • Parent Elected Director of United Nations International School Hanoi (UNIS) • Graduate in Aeronautical Engineer & Design +84 90 341 5701 johnshirley@gapit.com.vn

  5. Gapit Communications JSC • Our Company • Gapit is a Vietnamese Joint Stock Company incorporated November 2005 to exploit new legislation allowing mobile content services in Vietnam • DFJ Vinacapital Invested November 2007 • 70 employees across offices in Hanoi, HCMC and Singapore • Our Mission: “to make mobile & internet services that are useful, affordable and fun for all customers in every community” • Who We Serve: • Mobile operators, application providers, content and brand owners, broadcasters, advertisers, mobile users.

  6. Our services Mobile Gateway IVR & SMS Premium Short-code Hosting Online Digital Media Sales Mobile Interactive TV Licensing, Publishing & Content Distribution for Brands miu.com Mobile Marketing

  7. Gapit Communications Services Mobile Internet Users Brands Helping brands reach out to millions! Discover. Create. Share. Sell content! miu.com Helping operators deliver great services and lift ARPu Operators

  8. Some of Our Partners

  9. The Mobile Internet Opportunity!

  10. The Mobile Internet Opportunity • Question: • Why should Vietnamese developers be interested in developing for the mobile internet? • Forecast: • Mobile Internet consumption in Vietnam will take-off in the next 1-3 years • Why?

  11. Smart Phones are Selling Fast Source: IDC, Gartner, Canalys

  12. Users are Shifting to the Mobile Internet Mobile Internet provides a 14% uplift in audience over PC US: PC Home 119,876,000 US: Mobile Internet Users 38,083,000 Source: Nielsen Mobile Total Web Report Q1 2008

  13. The iPhone Effect • iPhone Media Consumption: • 37% watch video on their phone (10 times more than the average mobile consumer) • 82% access the internet over their phone (5 times more than the average mobile consumer) • 17% stream music over their phone (making them 7 times more than the average mobile consumer) • 20% play online games on their phone (making them 9 times more than the average mobile consumer) • Source: Nielsen Mobile

  14. Not just the iPhone…... There are dozens of capable phones

  15. Smartphones and 3G Networks Drive the Mobile Internet Smartphones + 3G are critical success factors

  16. Browser Suppliers see 2008 as the year Mobile Internet gained traction Total users of Opera Mini (statistics from Opera Software)

  17. Vietnam situation If 82% of these access the internet by 2010, then Vietnam will have 37million mobile internet users (MIUs) amongst 2 billion Global MIUs Source: Gapit Communications research 3G Vietnam Market Potential based on 15% to 30% ARPU lift within 4 years from launch is in range $0.5billion to $1billion p.a.

  18. The Business Model

  19. Content Owners Methods of Distribution • You can choose 3 strategies: • On Portal • Mobile Operator Sites: Viettel, MobiFone, Vinaphone, EVN, S-Fone, HT Mobile, GTel • Off Portal • Independent Content Sites • Direct to Consumer • Your own branded sites

  20. Business Models Web Players Mobile Players • Free-for-all • Ad-Funded • Some premium elements • Content • Subscription • Users = Potential (Saturation) • Most services are free, high level of ad funding • Internationalize and Localize • Free-for-all • Ad-Funded • Premium elements • Content • Subscription • Operator Revenue Share • Users = Potential (limited by operator data plans user behaviour) • Some free, emerging ad funding • Internationalize and Localize

  21. Global Case Study: Mobile Internet Player

  22. Operator Community vs Open Community

  23. The Role of the Operator

  24. The Role of the Operators • Operators can help remove inhibitors to the take up of Mobile Internet • Availability of 3G network (licensing?), connection speeds must improve • ℓ79% of MIU cancel subscription due to network quality only 18% due to content issues • Price of 3G and Smartphone handsets • Price of 3G/Mobile Data access • Location and other information enable great apps • Stimulate the Developer Community • Mobile Development is complex and involves operators, manufacturers, application and content providers • Openness and availability to information benefits everyone • Simple to understand revenue sharing schemes with automated pay-out ℓ Nielsen Mobile

  25. Clear Understandable Tariff’s

  26. Mobile Development

  27. The Useable Mobile Internet Experience – High Level • Speed of start-up time to access home page • Improve access and navigation to 100% of internet pages • Support for Widgets and shortcuts • Touch or touch like navigation experience • Personalizable • Intelligent links and shortcuts • Dynamic modification of elements containing text • Easy zoom for web pages • One-click access to most features • Landscape or portrait mode • Support for community clients

  28. Mobile Development • Fragmentation • OS systems • Screen sizes • Java promise • Choices? • Symbian • Windows Mobile • Java, Brew • Linux • Apple So many operating systems So many screen sizes So many networks

  29. The Future of Mobile Development • The mobile web will be number 1 • the Mobile Internet will overtake native OS applications and Java • Advantages • Small client, standards based • Easy to find or learn the skills • Faster development time • Simple application distribution • Some Issues • Accessing native features and information on the device such as contacts and calendar

  30. Mobile Internet URL Distribution • Operator Deck – 17% • Mobile Search – 40% • Manual Input – 22% • Favourite Links – 18% • Mobile Bar Code • SMS Advert http://mobile.miu.vn Text MIU to 8369 Source: Nielsen Critical Mass “The Worldwide State of the Mobile Web”

  31. Use w3c Mobile Web Initiative • Founded May 2005 • Currently focusing on best practices for mobileOK web sites.

  32. Mobile Development Resources • Learn the skills • Test how mobile friendly your site is • Popular phone emulations • Device atlas • Free of charge

  33. Does and Don’ts • DO embrace mobile mark-up • XHTML 1.0 Basic • XHTML-MP (Mobile Profile) • Extensions: SMS and tel URI schemes • WML – Old mark-up based on XML part of WAP 1 • DO optimize content to fit • DO verify device capabilities • DO allow vertical scrolling • DO take advantage of the mobile device • DO use style sheets, WCSS • DON’T depend on horizontal scrolling • DON’T offer content that is not supported by the device • DON’T overload devices on a slow network • NETWORK PROTOCOLS • CSD False • HSCSD False • GPRS True • Edge True • UMTS False • HSDPA False

  34. Do get accreditation from .mobi • Mobile web developer certification • Individual certification • Proven mobile web skills • Based on w3c’s Mobile Web Initiative • Developers prove skills • Vietnam can supply the surge in demand Nguyen Manh Hoang

  35. Gapit Open API Initiative • In order to support the Vietnamese developer community Gapit has embarked on publishing a series of API’s • Development partners with valid accounts • Compliant with MIC anti-spam regulations • www.keywordz.vn/developer.aspx or contact locdh@gapit.com.vn for more information

  36. Conclusions • The mobile internet opportunity is absolutely real today, global and dwarf’s the Home PC opportunity. • 3G networks and Smartphones are critical success factors for the take-off of the mobile internet. • Operators play a key role in encouraging the take up of the mobile internet and stimulating the developer community. • The business model is ad-funded, premium content and, “if you can integrate”, operator revenue share. • Internationalise. • All the learning you need to start developing for the mobile internet is available online!

  37. Thank you! Choose Gapit Communications for all your mobile service needs johnshirley@gapit.com.vn +84 90 341 5701

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