mobile consumer webinar - sierra wireless
TRANSCRIPT
Mobile Consumer WebinarUnderstand Critical Success Factors and Opportunities for Mobile Consumer Deployments
Jeff Orr, Principal Analyst, ABI ResearchLarry Zibrik, Director Marketing, Sierra Wireless
October 20, 2010
© 2010 ABI Research/abiresearch.com
The material contained herein is for the individual use of purchasing Licensee and may not be distributed to any other person or entity by such Licensee including, without limitation, to persons within the same corporate or other entity as such Licensee, without express written permission of Licensor.
Sierra Wireless + ABI Research Mobile Consumer WebinarMobile Broadband-enabled Consumer Electronics
Jeff Orr
Principal Analyst, Mobile Devices
ABI Research
Standalone
USB
Wi-Fi
3G/4G
Evolution of Connected CE Devices
Ultra Mobile Devices
Image Source: The Design Blog
MID Media Tablet
Connected Navigation
Netbook
Smartbook
eBook Reader
UMPC
Portable Media Player
UMD Continuum
Emerging Applications – Content Transfer
Custom DVD
Mobile Broadband-enabled CE Market Drivers
• Cellular and mobile broadband network coverage being expanded worldwide.
• Non-handset devices increasingly seen as sources of greater operational efficiency and incremental revenue.
• Mobile CE applications benefit from R&D and the scale of the mobile handset and M2M industries.
• Technical advances in air interface standards enable new 3G and 4G mobile broadband CE market segments.
• Mobile operators seeking to expand their data service offerings and explore new business models that depart from cellular phone “minutes” of usage.
Mobile Broadband-enabled CE Market Inhibitors
• Application developer knowledge of and experience with mobile broadband-enabled CE devices is still limited and substantial customer support is often required.
• Many mobile CE device applications can be complex to develop and deploy, especially for companies whose core businesses are in non-connected hardware areas, such as optics, video capture, and distribution of books.
• The cost of mobile broadband radios, mobile broadband-enabled devices, and flat monthly data rate plans can inhibit some applications.
• Next-generation mobile CE devices are dependent on the deployment and widespread coverage of 3G cellular and 4G mobile broadband infrastructure by Mobile Network Operators.
• Some mobile CE device applications have a limited need for high throughput 3G and 4G connections.
Not Your Father’s Wireless ModemModem Option DescriptionEmbedded Modem Module
Pros: Multiple, operator pre-certified modules can be sourced for theterminal or router product. Low IPR implications since licenses androyalties are covered in the module purchase agreement.
Cons: Module is not field-changeable by end-user; limited tocompatibility with specific network operators.
Integrated Modem Design
Pros: Little to no installation or configuration requirements. No fieldfailure due to module or external modem connectors. Minimalcomponent cost due to integration.
Cons: Potentially significant IPR implications since licenses androyalties of modem are assumed by the terminal or router designer.
External Modem Interface
Pros: End users may choose to use an existing external modem andservice subscription. No modem IPR implications. Modem can bereplaced or upgraded, as necessary.
Cons: Each external modem needs to be tested and approved by routeror terminal designer; end-user awareness of compatible modems must bepromoted. Potential for increased support calls during initial installation.
Challenges for the Mobile Network Operator
• What type of offer will result in the best uptake and profitability?• Wholesale, flat monthly plan, etc.
• How is provisioning and management of the device handled?• What happens if the subscription is not activated
at the point of sale?
• Is the device available via other channels or something that only the MNO can access?
Device OEM Success Factors
• Experienced in making design decisions
– Already past the “is Wi-Fi good enough” question
– May have Wi-Fi experience, but different skillset
– Decide: Embed, integrate or external
• Support for a range of air interface protocols
– No one-size-fits-all solution exists
– Relationship-driven goals are driven by named operator agreements; technology needs to align accordingly.
• Implementation can be customized to the specifics of an MNO network
– SIM, provisioning, management, ability to maintain and support
Mobile Broadband-enabled CE Device Shipments
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5
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15
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45
2007 2008 2009 2010 2011 2012 2013
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Consists of eBook Readers, Personal Media Players, Connected Personal Navigation Devices, Digital Cameras,Digital Video Camcorders, and Handheld Gaming Systemsusing Mobile Broadband radios.
Summary
• A multitude of CE devices are becoming “connected”• Digital cameras, Video camcorders, handheld gaming devices
• CE device OEMs need help – when and how to enable a class of device?
• Mobile Network Operators are looking to modem vendors for guidance on the next wave of connected CE devices.
• Modem vendors offer more than a chipset or radio module to device OEMs• Real-world experience and guidance on RF design and integration• Key relationships with major network operators
• Device manufacturers should:• Weigh the lifecycle cost of navigating uncharted mobile broadband
waters, against • The up-front costs of integration and certification services
Sierra Wireless Proprietary and Confidential
Mobile Consumer WebinarUnderstand Critical Success Factors and Opportunities for Mobile Consumer Deployments Larry Zibrik, Director Marketing, Sierra Wireless
Sierra Wireless OverviewGlobal Leader in Mobile Broadband & M2M• Most innovative Mobile Broadband Device vendor (ABI )
• Leader in embedded modules, gateways and routers (Revenue)
• Fast to market with comprehensive Service Delivery Platform
• Worldwide sales and support • R&D facilities in Canada, US, France and China• Leading operators and manufacturers around the world
count on Sierra Wireless
Sierra Wireless Proprietary and Confidential
Mobile Consumer Ecosystem
Sierra Wireless Proprietary and Confidential
Network Operator
OEM3rd PartyServices
Sierra Wireless
PND, eBook, Game Console, Portable Media OEM/ODM
Software ServicesCustomer Support Services
Provider of WWAN solutions
Sierra Wireless partners with key eco-system members to ensure timely launches of wireless products using the latest technology
Key network operators are driving the consumer segment
Business Need • Garmin Nuvi Personal Navigation Device• Cellular support for new class of mobile services
Solution: • AirPrimetm embedded 2G wireless technology• Sierra Wireless Professional services integration
& time to market support
Benefits:• 2G connection supports traffic updates, Google
Search and other real time services• Access to key route information and enriched
content with ubiquitous coverage
Connected Consumer
Sierra Wireless Proprietary and Confidential
Business Need • Barnes & Noble NOOK eReader• Cellular support for new class of consumer device
Solution: • AirPrimeTM embedded 3G wireless technology• Sierra Wireless Professional services integration
& time to market support
Benefits:• 3G connection supports easy information transfer
anywhere, anytime• Fast, secure delivery of multimedia and online
content
Connected Consumer
Sierra Wireless Proprietary and Confidential
Business Need • PanDigital connected photo frame• Enablement of a recurring revenue paid content
Solution: • AirPrimetm embedded 2G wireless technology• Sierra Wireless Professional services integration
& time to market support
Benefits:• Ease of use
• High resolution pictures downloaded automatically
• No configuration or wires required• Ubiquitous coverage
Connected Consumer
Sierra Wireless Proprietary and Confidential
Mobile Consumer DeploymentsCritical Success Factors• Time to market• Choose a network operator with
service plans that meet your customer paradigm
• Leverage the wireless module vendor expertise
• Choose the right wireless technology• Design device wireless performance • Global scope
Sierra Wireless Proprietary and Confidential
The End
Sierra Wireless Proprietary and Confidential
If you have further questions or would like to view the recording of this presentation, please contact Kathleen Landry, [email protected]
For more information about Sierra Wireless products and services visit www.sierrawireless.com