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Delivering Quality Content into the Hands of Mobile Consumers Globally.

Mobile Application EcosystemsMika MannermaaNovember 14, 2005T-110.5120 Next Generation Wireless NetworksHelsinki University of Technology

Delivering Quality Content into the Hands of Mobile Consumers Globally.

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The “Ultimate” Problem

•Multiple Mobile Devices with different capabilities•Multiple Markets with different characteristics

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Problems in Development

• Content must be adapted to handset capabilities• Capability detecting is labor-intensive work and sometimes impossible

• There are multiple variants of same device, and multiple software versions

• UAProfs are not solving the problem fully, some device vendors and operators are not updating the device UAProfs accordingly.

• HTTP Accept-headers are too big and device vendors restrict adding own accept-headers from applications (thus f.ex. Flash capability in a phone is not detected easily).

• Content must be localized to consumer’s culture and language• It is not enough just to translate to different language, the culture aspect is very

critical, I.e. You should not offer biblical applications in Islamic countries and vice versa.

• Creating content for global distribution requires lots of resources or partnering

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Open vs. Closed markets• Operators control the end customer access to Internet• Operators control the easiest billing methods available to end

consumers• Premium SMS• Direct billing

• In Closed markets, Operators• Control Internet access more tightly• Allow only content they have certified to be installed to devices

• Usually control the device specifications• Allow subscribers only to use operator’s own devices

• Own the mobile services offered to subscribers

• In Open Markets, Operators allow content providers and retailers to sell directly their content and services to their subscribers

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Problems in Distributing

• Acting as a reseller requires service delivery platform and billing connections

• Closed garden operators do not allow other content than their ownsold to their subscribers

• Building billing connectivity to cover multiple end consumer markets is expensive• Premium SMS is the easiest way for billing• Price classes are different in each country and regulations are not uniform

• MT, MO or MO+MT might be allowed or disallowed• Restrictions on how much you can charge from end user with one SMS

• Regardless of whether it is open or closed market, only few retailers have enough marketing power to attract consumer attention and thus actually sell content

• Operators usually have their own WAP sites and offer mobile services and content from there

• Users do not tend to search for services with WAP browser with their mobile phone, other medias must be used

• Operators want differentiating content• Offering same content to multiple operators in the same market is not possible in most

cases

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Typical ecosystem elements

BillingSystem

DiscoveryPortals Content

Management

SettlementSystem

ServiceDelivery

Content Providers

ServiceDelivery

Content

End-user

SMSC

Revenue

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Open vs. Closed Ecosystems

Closed ecosystem technologies:• I-mode• BREWOpen ecosystem technologies:• Open Mobile Alliance• Java / SymbianEcosystem technologies based on Open ecosystems (e.g.):• Preminet Solution• Ericsson Mobility World

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I-Mode: Overview• Proprietary technology developed by NTT DoCoMo for Japanese market• Offers mail, browsing, service logic and multimedia over packet-data bearer

• 2000 DoJa (Java) was introduced for dynamic and interactive content in addition to browsing based I-mode

• Initial success factors• Simple business model for developers based on subscriptions

• For end user there is no difference whether accesses fee-based information service or downloads an application

• End users have few price options for monthly subscription fee depending how much they use services

• “All applications and information services are worth the same”• Designed according to local market conditions

• No SMS service• When launched, only 32% of Japanese people had a mobile phone

• Closed garden model• From services inside the I-Menu portal, no linking to external sites is allowed• Independent sites (outside I-Menu portal) are unregulated, but no fee-collection service or

promotion is offered

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I-Mode Architecture

PDC-P/WCDMA PS

i-modeGateway Server

HTTP

InternetInternet

InternetInternet

Private Line

HTTP & SMTP (push)

I-Menu sites

Independent sites

HTTP & SMTP (push)

Subscriber Account list

Owned by Operator

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Dedicatedline, etc

TCP/IPSSL

Dedicatedline, etc

TCP/IPSSL

Dedicatedline, etc

TL

PDC-P

TL

Networkonly

SSLHTTP + α

Mail/Browser

TCP/IPSSL

Interwork

PDC i-mode Basic Architecture

HTTP

Plain textHTML textGIF etc

Terminal Contentsproviderserver

Messagepacketgateway

GatewayServer

HTTP + α

Application

Network exclusive

+ α = message retrieval algorithm for push

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L1

PDC-P

L1

L2 L2

IP

TCPSSL

TL

IP

TCPSSL

PDC-P

TLSSL

HTTP

HTML

HTTPHTTP

HTML

PDC i-mode Architecture - Pull

Terminal Message packetgateway

Gateway orcontent server

• From browser point of view, Message packet gateway is a Web proxy

i-mode page retrieval

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L1

L2

IP

TCP

SMTP

L1

L2

IP

TCP

SMTP

PDC-P

TL

HTTP + α

L1

L2

IP

TCP

SMTP

PDC-P

TL

HTTP + α

PDC i-mode Architecture - Push

Terminal Message packetgateway

Gatewayserver

• Push content is delivered using SMTP to the Gateway server which stores the content

• Gateway server sends push indication to the Message packet gateway using SMTP. Message packet gateway sends trigger using TL.

• Browser retrieves the push content from the Gateway server. Additional HTTP headers are used to manage the retrieval process (indicate other messages pending, etc.,)

Contentserver

i-mode push method (e-mail & HTML pages)

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I-Mode: Problems in Exporting

• Already established application download business (J2ME)• Prepaid subscribers are not practically supported• Existing high SMS usage• Roaming• Existing high cellular penetration

• I-mode terminals are expensive and only available as high-end offering• J2ME terminals are offered from low-end to high-end• Most popular device brands are not providing I-mode devices

• Proprietary technology that is designed for Japanese market• Reflects competitive environment in Japanese market• Technology and business model are tightly coupled• No flexibility in business model, all services and content are equal⇒3G services with high traffic? How business model can handle this? (e.g. video streaming

vs. stock services)

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Brew: Overview

• Proprietary technology built by Qualcomm• Tightly coupled with their chipset technology, all BREW

applications run only on their chipset, thus needs devices that have their chipset

• Application ecosystem, does not support other content types except through the applications

• Revenue share based business model, where Operator, Qualcomm and Developer share the revenues

• Supports transactions and subscriptions

• Content discovery is limited to application environment, no service can be offered over browser, SMS, etc.

• At the moment works only in CDMA, where operators are controlling device specifications

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BREW Delivery System (BDS)

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Application Download Service (ADS)

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Brew: Problems

• Requires Qualcomm chipset, existing cellular penetration• Other chipset manufacturers are opposing this rigorously• Device manufacturers are not too happy to include their chipset as it will result

into a lock-in

• Roaming (based on CDMA)• Competes with Java, which has widely established base

already• Does not support other content types and discovery of

services not possible with other ways than the Brew Client

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Open Mobile Alliance (OMA)

• Open Mobile Alliance is an organization to facilitate global user adoption of mobile data services by specifying enablers that ensure service interoperability across devices, etc

• Technologies are based on standards like J2ME MIDP, HTTP and XML.

• Example: Generic Content Download Over the Air Specification 1.0

• On top of HTTP• XML Descriptors• Automated and manual capability negotiation• Separate and combined download of descriptor and media object possible

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OMA Download OTA 1.0 - Separate Delivery

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Preminet Solution

• Based on open standards (OMA, Java, Symbian, etc)For Operators:• Provides framework for finding, negotiating, acquiring and sourcing certified

mobile content• Simplifies settlement processes• Optionally hosting service delivery platform• Enhanced end-user experience for purchasing contentFor Developers:• Provides framework for selling content to operators all around the world• Simplifies sales and settlement effortsFor End-users:• Simplify discovery and purchase of mobile services and content

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Preminet Content Flow

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ContentDiscovery

ContentDiscovery

Streamlined Service Delivery

Streamlined Service Delivery

Service DeliveryPlatform

Master Catalog

Rich Content Sourcing

Rich Content Sourcing

Managed ChannelsManaged Channels

Verif

icat

ion

Operator’s Content

Branded Content

Developers

Content Aggregators

B

A

C

C

Preminet Purchasing

Client

Portals:SMS, WAP, Web

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• Simplifies the total consumer experience from discovery to download

• Available for Series 60 and Java platforms• Today:

• Embedded in Nokia N70• Available for download for Nokia 6680 from mobile.nokia.com

Catalogs Client (a.k.a Preminet Client)

PurchaseLaunch

Activate

Discover

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References

• NTT DoCoMo and I-Mode: http://www.nttdocomo.com• Qualcomm: http://www.qualcomm.com• Brew: http://www.qualcomm.com/brew• J2ME: http://java.sun.com and http://forum.nokia.com• Preminet Solution: http://www.preminetsolution.com• Open Mobile Alliance: http://www.openmobilealliance.com

05a2.hut mobile application ecosystems 20051115...preminet solution 5 discover. download. enjoy!...

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