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wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics and Information Technology

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Page 1: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

wOpenMall

Business Opportunitiesfor Open WLAN’s in

Commercial Environments

wOpen Mall2002-05-28

2g1319 Communication Systems DesignDepartment of Microelectronics

and Information Technology

Page 2: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 3: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 4: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 5: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 6: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 7: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

Business Model

• Simplicity

• Quality

• Timing

wOpen Mall2002-05-28

2g1319 Communication Systems DesignDepartment of Microelectronics

and Information Technology

Page 8: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 9: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 10: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 11: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 12: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 13: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 14: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 15: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

The Video!

Our vision of a modern shopping mall…

wOpen Mall2002-05-28

2g1319 Communication Systems DesignDepartment of Microelectronics

and Information Technology

Page 16: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 17: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 18: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 19: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 20: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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)

Page 21: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 22: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 23: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 24: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 25: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 26: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 27: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 28: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

Result of Site Survey

Page 29: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 30: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

2g1319 Communication Systems DesignDepartment of Microelectronic and

Information Technology

Result of the network at the end of this project

wOpen Mall2002-05-28

Page 31: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics
Page 32: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 33: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

Coverage

Page 34: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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

Page 35: wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall 2002-05-28 2g1319 Communication Systems Design Department of Microelectronics

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