By,

Raghavendra

Prashant

Swagath

Praveen

OGS : On the Go ServicesPublish Subscribe Framework for Location

Based Services

OGS - On the Go Services

Problem Different vendors of services Best way to enhance value of services

Solution OGS : Framework that takes location and presence information

and checks with the Registry to provide lots of services.

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Services - Shopping Assistant

Retailers register their special offers/deals with OGS. Users update their interests in various services and products with

OGS. When the user is in the vicinity of the stores, relevant ads are sent to

the user attracting him to the store.

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Services - Weather/Traffic Assistant

Yahoo provides web services for updated weather and traffic conditions.

Users register for the service they are interested in with OGS.

Based on location and presence information, critical changes in weather/traffic are sent to the users.

With google maps, user has to manually key in the location information and check the weather/traffic conditions. With this model, the user need not be proactive, alerts are sent based on the person’s location and profile.

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Services - Travel Assistant

Yahoo provides web services for places of interest in most global cities.

Users register for the Travel service with OGS.

When the user travels to another city, he gets the features of travel assistant like places of tourist interest as well as shopping assistant like discount information.

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Architectural Description

System uses Publish/Subscribe framework

Consists of three components Publisher - Retailer Subscriber – End user OGS – Framework consists of the Registry and profile

correlating algorithm

Implemented on top of IMS architecture

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IMS architecture

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IMS components

New features added in the system leverage the services provided by the following IMS components

SIP AS NSN network emulator Presence/GLM server Location server External servers

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Business plan – Market Analysis

Shopping Assistant

“If your mobile phone had the facility to use your location information and send messages relevant to your preferences (like shopping, weather), would you like to try the service. The service is provided for free by the carrier” on Surveymonkey

Response : 59% interested, 20% not sure. Age group : 22-28 Location: Georgia, California, New York, Illinois, Wisconsin, Texas,

Arizona

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Business plan - Market Analysis

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Business plan – Initial investment

at&t bears the cost of OGS infrastructure and marketing

Hardware - Blade Server : $3000

Hardware Maintenance costs : $1000 /yr

Software - open source software : $2000 WAMP server 2.0 (Windows, Apache, MySQL, PHP)

Software maintenance costs : $2000 /yr

Support staff for maintaining OGS : $100,000 /yr

Support staff for maintaining the client UI : $100,000 / yr

Marketing and Sales Costs : $200,000 / yr

Total cost of operations : Close to $500,000 /yr !!!!!!

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Business plan – Revenue Model

To break even, at&t needs to make 500,000 a year or $ 41,667 a month

Atlanta has 200 malls excluding independent retail outlets.

On an average, at&t needs to recover $208 per mall per month

Isn’t this achievable ????

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Business plan – Revenue Model

Conservative model. Average spending per retailer on advertising: $60 Average no of retailers per mall : 10 No of malls in Atlanta : 200

Annual Revenue $1,440,000

Less Operating costs $500,000

Approximate Profit $1 million

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Business plan – Revenue Model

Revenue model - Advertisement driven Retailers pay a monthly subscription as follows

Additional benefit is given in terms of extra messages stored in the system for the next month.

Compare this to USA today rate of 28$ per advertisement in cities with circulation of 350,000 and above for ¼ page advertisement. (http://www.usatoday.com/media_kit/usatoday/ai_regional_rates_regional_rates.htm)

Messages Cost ($) Additional benefit

1 15 -

2 25 -

5 50 10% extra credit

10 80 15% extra credit

25 150 20% extra credit

50 250 25% extra credit

100 400 30% extra credit

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Business plan – Initial adoption model

at&t at&t starts the OGS service in one city

Retailers Retailers are educated about this form of advertising through newspapers, radio,

television. Retailers are apprehensive about this form of advertising, so those who join the

system within 3 months of the start of the service get an offer of 20 messages for the promotional months.

Retailers update the discount information by Updating the website manually Fax the discount information or call an agent (For retailers who are not web savy)

Once the promotion period is over, the suggested revenue model will be followed. at&t can alter the revenue model based on the success of the model in a city

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Business plan - Initial adoption model

Users More users => more possibility of revenue. Users are educated about the service using conventional modes of advertising like

TV , radio, newspaper and monthly at&t bill. Attract more users by the following schemes, Early bird scheme: First 100 users get a waiver of previous month’s bill if they

setup their profile for service like shopping assistant and use it for atleast a month in active mode.

Referral scheme

User fills friends mobile number on

the website.

Unique activation code is generated

for every pair.

Promotion mail along with the

activation code is sent to friends

For every new user, user and referrer get

$5 credit in their account

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Business plan – How discount works

User comes in the vicinity of store

Ignore user

Send discount information along with a unique identifier that identifies this message

Retailer provides the discount for the coupon. Retailer can keep track of the coupons to estimate the exact use of the

advertising model

Profile match

yes

no

Gives an estimate of number of

profile matches

User uses the coupon

noyes Ignore user

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Business plan – Alternative Business model

Retailers who would want to pay per use have to have an infrastructure in place that stores the promotion code at the Point of Sale (POS) and then submit it to OGS framework on a regular basis.

They will be billed per use of the coupons.

This approach involves lots of overhead for the retailers.

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Business plan – Are these ads useful?

Retailer

Attract more customers, by creating awareness of the discounts

Spend on advertising on the potential customers only (as the ads are targeted to only matching customers)

User

Good offers on interested products

User gets extra value from the mobile service provider (at&t)

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Community Features

Real time use of following Yahoo weather web service Yahoo traffic web service Yahoo travel web service

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Personalization features

User gets to choose the kind of services

User profile helps in finding the right ads for the user

User can stop receiving alerts/messages

by changing his profile

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Standards

OGS is built using IMS technologies and is 3GPP compliant

SIP protocol as defined in RFC 3261

Xmlrpc standard for communicating with SIP application server

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User Interface – Retailer

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User Interface – User

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Prototype – Application

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Prototype – Shopping / Weather Service

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Prototype – Travel Service

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Conclusion

Google has proved that Ads are the way to generate revenue, while providing services for free.

Mobile ads are the next generation targets for advertisers.

OGS provides a easy mechanism for the retailers and users to reap the benefits of mobile advertising.

1 Service, 1 City with a conservative estimate can generate $1 Million profit.

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Questions

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