how developers can capitalize on the coming mobile data tsunami - openwave 2009
DESCRIPTION
How Developers can Capitalize on Opportunities presented by the Mobile Data Tsunami. (keynote delivered at the Sprint ADP Conference October 28, 2009)TRANSCRIPT
How Developers can Capitalize on the Coming Mobile Data TsunamiAnand Chandrasekaran
Director of Product Management (Ecosystem)
Openwave Systems
October 28, 2009
Openwave Vision
Mobilizing the internet to
transform the way the world works
and plays beyond our imagination
© 2009 Openwave Systems Inc.
Page 2
There are waves… then there’s the Tsunami
Skyrocketing Bandwidth Consumption
Source: Strategy Analytics, Cisco VNI
1 Smartphone = 30 Feature Phones
1 3G Tethered Laptop = 450 Feature Phones
© 2009 Openwave Systems Inc.
Page 3
The Story of Us - 10 yrs. in development
Walled Gardens Off-Deck AppsOff-Deck Apps Integrated Development and
Monetization
Integrated Development and
Monetization
On Deck App. Stores Monetize
• Lack of analytics
• Long dev. cycles
• Lack of security standards
• Monetized by advertising (not premium downloads)
• More consolidation
• Grow or fail fast
• More integrated options
• Not just iPhone apps
Then Now Next
© 2009 Openwave Systems Inc.
Page 4
Data Tsunami leads to Ecosystem Transformation
Devices
Backhaul & Access
Core & Edge Network
Service Enablers
Services & Applications
Voice Centric Device100 kbps bandwidth
Media/Data Centric Device (s)10 Mbps bandwidth
Narrowband Usage Broadband usage
CopperTDM
2G / 3G
Fiber / Microwave / BBEthernet
HSPA+ / LTE/ WiMAX
Connectivity Centric Internet centric / Contextually Aware
Smart CoreIMS
StovepipesCentralized Control
Integrated EnablersManaged Control
Monolithic Apps Personalized & Integrated Apps
VoiceSMSRingtonesBrowsing
Augmented RealityConvergedM2M / M2P
Machine to Machine and device convergence opportunities
Rethinking core apps in light of Internet centricityand context awareness
Loosely Coupled Integrations Options that Provide the best TCO
Apps - View of the network pipe and leverage Monetization into the app’s design
© 2009 Openwave Systems Inc.
Page 5
Ecosystem Vision
- Unlock knowledge in the network
- Enhance operator capability
- Open to the mobile ecosystem
Mobile Analytics
Advertising Solutions
Mobile Internet ServicesOPERATOR
Smart Services =Smart Pipe
v
Service Management Platform
© 2009 Openwave Systems Inc.
Page 6
Developers: it’s your time!MONITOR
network traffic and subscriber behavior
• Without Acceleration • With
Acceleration
35%
MANAGEbandwidth,
remove latency
MONETIZEthe
experience
© 2009 Openwave Systems Inc.
Page 7
Sprint as a Strategic Partner
CDMA• MAG Internet Gateway• Commercial Location• E911 Emergency Location• SMS Messaging• OpenWeb adaptation• User Directory• Push Proxy Gateway
iDEN• MAG Internet Gateway• Commercial Location• Multimedia Messaging• User Portal• Two-way messaging• Push Proxy Gateway
© 2009 Openwave Systems Inc.
Page 8
Case Study: apps ecosystem at SprintOnline at: http://developer.sprint.com
Superior User Experience
• ~ 70% enhanced by location driven value
• 400+ location apps available; 100M TPCs today
• Works across the device portfolio
• Location infra ranges from Cell ID to A-GPS (based on need for precision)
Multiple Platforms
• Specific areas like Navigation, MRM, Child-tracker
• Next generation apps. that location as “oxygen”
• Better user experience drives usage
Improved ARPU
© 2009 Openwave Systems Inc.
Page 9
Integra Service Management Scenario
10
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&
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on
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Str
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Pas
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Oth
er 3
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Par
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Op
en W
eb
/
Med
ia
WAP1 WAP
Core Gateway
Service Enabling Platform
Carla: TeenAlternate Service
• OpenWeb• Guardian
HTTP
Tom: Simple data plan; Passport
Bob: AdultUnrestricted
• Personal • Open Web• Advertising
SM SDK -Your service?
© 2009 Openwave Systems Inc.
Page 10
Smart Analytics Scenario
Reporting
Targeting
Discovery
Ana
lytic
s
Log Data
MAG / MMSC / Location
Real-time Feeds
Sampling / KPIs
External Views
- Content Owners- Advertisers- Developers- Media Planners
User Targeting - Advertising Support- Enhanced Reporting- User Segmentation- Auto Categorize sites
User Services
“What’s Hot”“My Favourite Sites”“Top News”“Recommend Sites”“Top Searches”
© 2009 Openwave Systems Inc.
Page 11
Key Areas of Focus
© 2009 Openwave Systems Inc.
Page 12
Extend Operator assets for all
Operator led Service Enablers
Advertisers Developers Service Owners
Content Owners
Location APIs Messaging APIs Integra SDKAnalytics APIs & Reporting
© 2009 Openwave Systems Inc.
Page 13
Thank You!
www.openwave.comBooth# 105