the mobile internet revolution has begun.en/fad 109 0015 keith shank vp strategy development...
TRANSCRIPT
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Keith ShankVP Strategy Development
Ericsson Inc.
The Mobile Internet Revolution Has Begun.
How 3G will Chan ge our Lifest yles
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Beginings
•Invented by AT&T and BellCore*estimates of 1 M. Subs Globally by 2000!
Early Deployment
• 1st System -Chicago•Top 60 Markets•MaBell Breakup•Analog but few users•1G is born.*estimates of 40 M. Subs Globally by 2000!
Wireless Evolution from Cellular to PCS
• Quick deployment•Status Symbol•Early signs of congestion•Roaming•Larger coverages•Digital begins!
Fast Growth
• 2G Standardized•Nationwide roaming•Decreasing per-minute chages•Exploding subscriber rates•Change to digital is rough•Many more features than used•PCS is launched•Early data capabilities are launched
Power of Mobility
>100 M subs. Globally
85/86 92/93
Time
75/76 78/81
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98/99 00/01 01/02+
Wirelessvoice
• Good Voice• Coverage
~10 kb/s
Differentiationusage
• Ubiquitouscoverage
• Wireline quality• Capacity• Cost• VAS• Tariffing/Prepaid
~64 kb/s
Time
The growth to 3G
• Convergence• Mobile office(mobile e-mail)
• Mobile “WWW”• Bluetooth• Mobile image• Mobile E-com.
WirelessInternet
~115/384 kb/s
+
Personalmobilemultimediaservices
• 3G/IMT-2000• Real-time Internet(Internet 3)• Mobile “video”
Wirelessmultimedia
~384 (512) wide area(2 Mb/s) locally
+
What is 3G?The primary focus of third generation (3G) architectures is to seamlessly evolvesecond generation systems to provide high-speed data services in support of IP-basemultimedia applications.Indoor - 2 Mbps; Outdoor - 384 kbps
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Next Generation Wireless Myths
• You will want to surf the web from your mobile phone
• You will have 384 KBPS to 2 MBPS access from your mobile
• There is such a thing as a ‘killer application’
• There will be just one device that does it all
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What is real now?• 9.6 to 19.2 KBPS packet data access in large areas
– CDPD, Verizon, Blackberry
• 64 KBPS circuit switched data access in small areas– Sprint, Verizon - cdmaOne rev. B
• 50 KBPS packet data begins roll-out– Sprint, Verizon (cdma2000)
– AWS, Cingular, VoiceStream (GSM/GPRS)
• Combined devices that “do-it-all”– Ericsson R380, Kylocera PDA, Nokia 7000
• Basic Bluetooth devices with few mobile products– Ericsson & Plantronics headset, CF cards (multiple vendors)
• Voice control capability on calls
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5 ,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000S
ubsc
ribe
rs
V er iz on Cingu lar A T&TW ireles s
Spr in t PCS Nex te l A LLTEL V oic eStream US Cellu lar Rogers A T&T Bell Mobility
Top 10 N.A. Subscribers
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Evolutionary logic-Mobile Value Added
Services
Revolutionary logic-Mobile Internet
Positionin g of Mobile Internet Services
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Where is an operators money spent?
InfrastructureCustomer CareO&MSales Support
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Evolution of Mobile SystemsEvolution of Mobile Systems
cdmaOnePacket Data
cdmaOnePacket Data
GSMGSM
TDMA CDPD
TDMA CDPD
cdma2000 1Xcdma2000 1X
EDGEEDGE
WCDMAWCDMA
cdma2000 1XDVcdma2000 1XDV
2G First Step into 3G 3G phase 1
GPRSGPRS
PDCPDC-P
PDCPDC-P
64 - 144 Kb/s
Evolved 3G
384 Kb/s - 2 Mb/s 384 Kb/s - 8 Mb/s
Time2000/2001 2001/2002 2003+
≤ 64 kb/s
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What do the different packettechnologies provide?
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Device Types for 3G
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Data Rates for 3G Applications(Total Capacity vs End-User Rates)
TotalData-Rate
MobileDevice
PortableDevice
CDPD 19.2k 11.2k 11.2k
GPRS 144k 20-40k 40-50k
EDGE 384k 30-50k 50-60k
WCDMA 2,000k 144k 384k
1xRTT 153k 50k 100k
1xEV DV 2,400k 144k 384k
End-User Rates
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The Path to 3G - What it Takes!
-New software-Packet network
-New software-Minor hardware
-New software-New RBS hardware-Packet network enhancements
-New software-New RBS hardware-New switching hardware
-New software-Packet network-GPRS/CDMA overlay network
-Not specified
GSM
TDMA
(iDen)
CDMA
GPRSEDGE WCDMA
CDMA 1X CDMA 1X DO CDMA 1X DV (?)
9.6-14.4 kb/s < 144-155 kb/s < 384 kb/s 2 mb/s+
-New software-Packet network
-Handsets for data
-Handsets for data & capacity
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Transition to the Layered ArchitectureM
obile
Fix
ed
Dat
a/IP
Net
wor
ks
Cab
le T
V
Services
Access, Transport & Switching Networks
Today’s Solutions
Services / Applications
Connectivity
The Layered Architecture
ControlPLMN PSTNISDN
DataIP Net
CableTV
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Conversational Multimedia Services• Call State Control Function (CSCF)• Home Subscriber Server (HSS)• Media Gateway Control Function (MGCF)
GGSN
PSTNISDN
InternetIntranet
Packet Backbone Network
MGw MgwSGSN Server
CSCF
GMSCServer
MSCServer
MSCServer
HSSHLR AuC FNRMAP
MAP
BICCGCP, H.248RANAP
MGCFSIP
RNC
BSC
BICC
A
Iu
Control and Connectivity Layer
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WLAN hot spot
LEADSL
ISPCorporatePLMNPSTN
BG
CorporateGGSN
GGSN
MGW
MGWSGWMGW
All Access Network Architecture for IP/MultiMedia
Application Servers
Call & Session Control, Multimedia Servers
Multi-Services Packet Backbone
HSS CSCF MGCF
WCDMAGSM
SGSN
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Control
Connectivity
Services / Applications
• Positioning• Terminal Capabilities
OSA(Open Service Architecture)• Roaming• Real Time Charging
• QoS• Charging• Security & Integrity
...
PaymentTransaction
Handler
InformationBroker
E-tailers
LogisticsProviders
AdvertisingBrokers
Advertisers
ASPs
Portals
ServiceProviders
ContentBrokers
ContentProviders
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The networks…
The handsets…
The content…
The users…
…are here
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Rightservices
Richexperience
Easyinvisible network
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Rightservices
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Type of useType of use(i(i--mode handset owners)mode handset owners)
Usage situationsUsage situations(i(i--mode handset owners)mode handset owners)
Rightservices
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March 7, 2001 - NTT DoCoMo, SEGA Corporation to
Jointly Develop Network Service Combining i-mode,
SEGA's Arcade Game Technologies
Rightservices
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Text/SMSText/e-mail
Image
VideoDownload
� Plain text
� Packet Data
� Advanced textmessages
� Photographs
� Picturemessages
� Movie preview
� Video messages
Richexperience
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Push commercials with
Text & Image & Audio
Multimedia Messaging
When In Roma do as theRomans do…….Eat at Luigi’s
123 Via Venuti 88 -12345
T68 GPRS handset
Richexperience
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Pervasive Connectivity• Use it all!
– Use the Web, TV, PC games etc to build the game atmosphere
– Provide interactivity and mobility through mobile terminals
• The device becomes “invisible”– The “Real World” merges
• Combines multiple technologies– Location information – Messaging– Multimedia activities
• Merges the Desk and Mobility
The User
SMSWAP
PDA
The Web
PC/Console
TV
Richexperience
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Early Wireless Data has not taken off!
• Wrong expectations• Launched as a technology• Pricing (expensive)• Performance (speed)• QoS• Difficult to get started & use the service
WHY?
Easyinvisible network
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Mobile Internet user expectations
• Few number of clicks • Quick response time• Easy Activation of Services
• Screen and graphics
• Messaging
• Downloading
Easyinvisible network
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• One button click out of the box
• Fast connection time
• High speed loading of pages
• Keep in contact through messaging (sms,email, chat…)
• Send and Receive pictures, sound and animated images (EMS&MMS)
• Automatic downloads of interesting subjects (push) as well as pictures, ring tones and sound
Easyinvisible network
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• 0 Manuals
• Ease of use
0-1-2-3 concept
Easyinvisible network
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Easy to get started - “Out of the box experience”
Ease of use - 0 Manuals
Portal
Over the Airactivation
Parameter Setting
Over The Air - Parameter SettingUser configures own Mobile Phone
with Over The Air (OTA) functionality, i.e. sending WAP configuration data
via SMS to the terminal
Easyinvisible network
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• 0 Manuals
• Ease of use
• 1 Personalization & 1 button access
0-1-2-3 concept
Easyinvisible network
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My PortalMy Portal
My BookmarksInboxInfotainmentGames
My BookmarksInboxInfotainmentGames
• One Button Auto logon
Easy to access - 1 Button
Ease of use - 1 button access
Easyinvisible network
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• 0 Manuals
• Ease of use
• 1 Button access• 2 Seconds (maximum)
0-1-2-3 concept
Easyinvisible network
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End-to-end performance – 2 seconds
Applications Applications
SMSGW
WAS/OTA
Applications
Service Network
Services:
Integration
E2E Optimization
etc
E2E Verification
Ease of use - 2 seconds
WAPGW
Core Network
Radio Network
Easyinvisible network
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• 0 Manuals
• Ease of use
• 1 Button access• 2 Seconds• 3 Clicks (maximum)
0-1-2-3 concept
Easyinvisible network
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SCMP
CNN
Apple Daily
Reuters
Bloomberg
Easy access to personalized services
Ease of use - 3 Clicks
Portals
Entertainment
Finance
News
Weather
My Portal
My Links
Inbox
ICQ
Search
Three Clicks
Two ClicksOne Click
Easyinvisible network
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What will be real in 1 to 2 years?
• Location aware applications become market drivers
• 50 KBPS packet access in most metropolitan areas
• WLAN and WWAN integrated devices and networks
• Voice activation expands to internet applications
• Bluetooth devices become common place
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What will be real in 3 to 5 years?
• Wireless Routers replace mobile phones
• Voice control becomes common for mobility activities
• Bluetooth integrates home, office, mobility and commerce
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• Access Technology is not a limiting factor
• Core Networks must support multiple access types
• Keys to success are
•Right targeted market
•Rich applications
•Easy as 0-1-2-3!
Key Messages