wopenmall business opportunities for open wlan’s in commercial environments wopen mall 2002-05-28...
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wOpenMall
Business Opportunitiesfor Open WLAN’s in
Commercial Environments
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Team members:Erik ForsellMagnus StolpeJianwei ZhangLouise BerthilsonDaniel MagnergårdCoach:Erik Eliasson (IMIT)
The TeamSponsors:Skanska IT Solutions ABEricsson Enterprise AB
Principal: Ingemar Blom (Skanska)
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Overview• Background• Goal• Progress• The Business Model• The Video• Services• The WLAN in Kista Galleria• Problems• Future• Summary
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Background
• Kista – The Wireless Valley
• Increasing use of wireless communication
• Operator Neutrality –new trend
Will Operator Neutrality work in a commercial environment?
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Goals• Develop a functional business model for an open
WLAN in a commercial environment
• Find out the commercial benefits of an open WLAN for different involved parties in shopping malls
• Visualize the benefits of WLAN’s in terms of deploying a pilot WLAN
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Progress of wOpenMall
• Investigated and defined needs of WLAN in shopping malls
• Developed a functional business model
• Deployed a pilot WLAN in Kista Galleria
• Created basic conditions for future life of the network
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Business Model
• Simplicity
• Quality
• Timing
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Business Model
wOpen Mall2002-05-28
Potential Network Owner:•Kista Galleria KB•Kista Stadsdelsnämnd•External Part
OWNEROWNER
Passive Equipment Passive Equipment
Active EquipmentActive Equipment
OWNER OWNER
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Business Model
Potential CommunicationOperator:
• Digidoc OpenIP
wOpen Mall2002-05-28
COCO
Billing SystemBilling System
National BackboneNational Backbone
MarketingMarketing
Active EquipmentActive Equipment
OWNER OWNER
CO CO
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Business Model
Potential Service Providers:• Appear Networks• A Brand New World• 6th Floor
wOpen Mall2002-05-28
Service Providers
Service Providers
OWNER OWNER
CO CO
SP SP
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Business Model
• Any store and restaurant in the mall that are interested in WLAN based business opportunities
wOpen Mall2002-05-28
Stores/
Restaurants
Stores/
Restaurants
OWNER OWNER
CO CO
SP SP
STORESSTORES
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Business Model
End Users:• Customers• Tourists• Students• Workers in Kista• Habitants in Kista
wOpen Mall2002-05-28
End User/ Working Force
End User/ Working Force
WLAN enabled equipmentWLAN enabled equipment
OWNER OWNER
CO CO
SP SP
STORESSTORES END
USERS/WORKING
FORCE
ENDUSERS/
WORKING FORCE
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Business Model
wOpen Mall2002-05-28
End User/ Working Force
End User/ Working Force
WLAN enabled equipmentWLAN enabled equipment
OWNER OWNER
CO CO
SP SP
STORESSTORES END
USERS/WORKING
FORCE
ENDUSERS/
WORKING FORCE
Working Force:
• Kista Galleria KB
• Employees in stores
• Security
• Electricians
• Real estate keepers
• Ongoing projects
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Business ModelPayment flow:
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
Networkoperations
Service ProvidersService Providers
COCO
End User/ Working Force
End User/ Working Force
OWNEROWNER
Stores/
Restaurants
Stores/
Restaurants
rent
Service fees
Network fees
Service fees
Service fees
Revenue sharing
The Video!
Our vision of a modern shopping mall…
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronics
and Information Technology
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
ServicesServices for:
• End Users• Working Force
Purpose:
• Improve communication and administration• Make new business opportunities
Vision: Simplicity – Quality – Timing
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Services
• Shop survey• 38 participating stores
• End User Survey• 74 participating students
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Services – End Users
• Short perspective (0-1 years)
• Internet access
• Local Web Portal
• Local Search Engine
• Booking Service
• Travel Information
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Services – End Users
• Long Perspective (1-4 years)
• Position based advertisement• Pop-up• Profile• Electronic coupons
• Location based service• Platform developed by Appear Networks
• Queuing system
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Services – End Users
wOpen Mall2002-05-28
…continued…
• E-democracy
• E-trade
• Games on Demand
• IP-telephony (VoIP)
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Services – Working Force
• New services are needed to improve communication and administration within shopping malls
• Between the mall management and the working force
• Between the mall management and the customers
• Solution: a Local Web Portal
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Design – Web Portal
wOpen Mall2002-05-28
Service providers
User
Internet
Login
Kista Galleria KB
Kista Galleria / stores
Guards
Ongoing projects
Local web portal
Electricians
Janitor
Cleaner
Information open foreveryone in the mall
Services
Information / Communicationwithin Kista Galleria
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Services – Web Portal
• Information open for End Users
Example for Kista Galleria:
• Opening hours• Agenda over activities• Regulations• Information from Kista Galleria• Information from “Meeting Place Kista”• Local Booking Systems, e.g. Hairdressers
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Services – Web Portal
• A Central for Communication within Kista Galleria
• Different communication layers:
• Kista Galleria KB: Only open for persons representing Kista Galleria KB
• Kista Galleria KB/Stores: Open both for stores and KG KB
• Guards• Electricians• Janitors• Cleaners
• Ongoing projects
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Services – Conclusion
Conclusions of Services – Timing
• First step: focus on services for the working force in the mall, including stores, that improves communication and administration
• Second step: services for End Users when the market for PDA’s is large enough
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Background• The network consists of a Wireless LAN
connected to an open access server in Forum, KTH.
• The building of the network started from scratch.
• IDÈ-El AB installed the LAN and the AP’s.
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Site Survey
• Purpose of Site Survey – find proper locations of the AP’s
• Lowest desirable transmission rate – 2Mbps
• Result of the Site Survey
wOpen Mall2002-05-28
Result of Site Survey
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Limitations
• In Modeboulevarden
1. Cable length 2. AP’s not allowed to
be visible
• Reconstruction work in the mall
1. Ceiling and walls are being replaced
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Result of the network at the end of this project
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Hardware• 6 WLAN Access Points: Ericsson A11
• 2 Hubs: Netgear DS108GE10/100Mbps 8-port TP
• 1 Media Converter: E-LINK DFE-855100Mbps TC to Fiber SC
• Cables: Twisted Pair, Cat 5and multi mode fiber withSC connectors
wOpen Mall2002-05-28
Coverage
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
Future of the Network• LANMAN
• Complement of Hardware - more powerful AP’s
- directional antenna - Power over Ethernet
wOpen Mall2002-05-28
2g1319 Communication Systems DesignDepartment of Microelectronic and
Information Technology
SUMMARY• Business Model
• Simplicity• Quality• Timing
• Services• End Users• The Working Force
• Network
• Small-scale WLAN in Kista Galleria• Covers 60% of the walking districts
wOpen Mall2002-05-28