john mahoney chief operating officer brainstorm
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Mobile Multimedia Awards & Showcase. Mobile Business Opportunity. John Mahoney Chief Operating Officer Brainstorm. Agenda. Background What applications will there be in the future? Why develop these? What technologies will enable these?. About Brainstorm. - PowerPoint PPT PresentationTRANSCRIPT
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John MahoneyChief Operating Officer
Brainstorm
Mobile Business Opportunity
Mobile Multimedia Awards & Showcase
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Agenda
1. Background
2. What applications will there be in the future?
3. Why develop these?
4. What technologies will enable these?
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• Over 10 years technical and operational experience with large scale, transaction processing systems.
• We develop, host and manage, cost-effective, high quality Mobile Internet applications.
• First to develop SMS based information services in 1995 (for BT Cellnet).
• Created first DTI web site in 1995. Also web site for British Chamber of Commerce and BSI.
• Devised, and hosted ‘Global Class Room’ for Henley Management College early 1990’s. Amongst first electronic ‘distance learning programme’.
About Brainstorm...
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200
400
600
800
2000 2001 2002 2003 2004
Million Subscribers
Internet - Future
Year
PCAccess
Mobile Internet
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Changing Sources of User Revenue
Time
ARPU
2G 2.5G 3G
Transport and Connectivity
Content and Value Added Services
Based on data from UMTS forum - October 2000
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Mobile Wireless and the Internet
• By 2003*, more mobile terminals will access the Internet than PCs
• Mobile access extends Internet reach/usage.
• Mobility drives new applications and services.
* Source: Dataquest/ Gartner Group
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The Generation Gap
Generation:
1G
2G
2.5G
3G
4G
Analogue networks
Digital networks (GSM)
General Packet Radio Service (GPRS)
Universal Mobile Telecommunications System- IP based network
802.11b, bluetooth, satellites + 3G + 2.5G
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Base StationSystems(cell sites)000’s
Mobile SwitchingCentre 00’s
Fixed NetworkOperator e.g. BT
Basic Elements
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Base StationSystems(cell sites)000’s
Mobile SwitchingCentre 00’s
Fixed NetworkOperator e.g. BT
Basic Elements
WWW
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Mobile Facts - GSM
• GSM introduced 1994
• Global standard (largely)
• Supports voice, data, text messaging
• 20k plus cell sites in UK
• Over 560 operators in 142 countries
• Over 400 million users and expected to rise to
700+ million by end 2003
• 40m mobiles in UK
• Circa £10bn investment in UK so far
• £23bn committed on licenses alone for 3G
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Changing Sources of User Revenue
Time
ARPU
2G 2.5G 3G
Transport and Connectivity
Content and Value Added Services
Based on data from UMTS forum - October 2000
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12 steps to deliver mobile content …
Mobile DevicesMobile Devices
MVNO MVNO
Mobile OperatorsMobile Operators
ContentContent
ApplicationsApplications
HostingHosting
ISPsISPs
Mobile PortalsMobile Portals
Customers Customers
AggregationAggregation
InfrastructureInfrastructure
DistributionDistribution
KPN
AOL
The Value Stack
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Value
Fixed
2G
2.5G
3G
PTTsISPsContent
Equipment Vendors
ASPs
Hosting
Technologies
Mobile OperatorsContent Service Providers
PTTs Equipment VendorsISPs
wASP
Portals
wASP
PortalsMobile OperatorsPTTs
ContentISPs
Equipment Vendors
wASP Equipment Vendors
Mobile Operators
Service Providers
ISPs
PTTs
Portals Content
Content Value
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Applications of the Future
Some BLUE SKY ideas:
• accurate real-time speech to text
• automatic analysis of electrocardiograms and blood tests
• real-time language translation
• intelligent computerised personal assistants
• ubiquitous access to the world’s knowledge bases
• enhanced vision and hearing through implants
• ability to download your memory / personality
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Applications of the Future
Some sectors to look at:
• Finance and banking
• Entertainment
• Publications and Media
• Gaming
• Retailing
• Life Style
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How are we going to do all this?
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Communication Technologies
Time
Pro
du
ct
develo
pm
en
ts
Analogue
Voice
1985 1994 2000 2002 2005
WAP
GPRS
UMTS(3G) Multimedia
GSM Voice
SMS
GSMData
Bluetooth
HSCSDEDGE
802.11b
Today
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Mobile Facts - SMS
• Allows text messages to be sent and received between all UK network’s mobiles anywhere in the world.
• Supports 160 characters.
• Single charge regardless of geography (c.12p per message)
• Immune to congestion.
• Confirmation of delivery available.
• Supports data transfer (ring tones and logos etc)
• Store and forward capability
• Discrete
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Mobile Facts - WAP
WAP allows true Mobile-Internet convergence.
It manages the constraints of limited bandwidth, delay and less powerful terminal - CPU, memory, screen size and power consumption.
It’s an open standard designed especially for mobiles to display Internet/Intranet information .
Supported by over 75% of the world’s leading mobile manufactures.
Internet pages need to be written in WML (Wireless Mark-up Language).
Internet content and service ‘information’ delivered via a variety of transmission services.
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Mobile Facts - Bluetooth
Bluetooth is a standard for the wireless transmission of data between devices by the use of short range radio waves
Bluetooth uses Globally regulated radio spectrum at 2.4GHz.
Range of 10 meters.
721Kbit/s max data rate.
Mobile devices require specific Bluetooth receivers either as an attachment or built-in.
Available 2001 (limited supply)
Bluetooth got its name from the 10th Century Viking King - Harald Bluetooth!
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Mobile Facts - GPRS
GPRSGPRS
It’s an overlay onto today’s existing mobile phone network, using existing base stations
User can logon to a range of data networks and servers e.g. Corporate LAN, ISP, e-mail provider, etc
Internationally agreed standard. An asymmetric IP PDN (Packet Data Network). Connected to other packet data networks High speed 171kbps (in theory) On line all the time*.
Internet SP
(WWW)
Company Corporate LANs
Third Party Data Network
GSMGSM
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GPRS – The Evolution to Mobile Packet Data
1. Circuit Switched Data
CircuitSwitched
Call duration (Billable)
Call established
Call terminated
Data Bursts
• Costly - except for file transfers• Vulnerable - session lost if call dropped• Slow - 9.6kbit/s @ radio interface, 7.2kbit/s achievable
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GPRS – The Evolution to Mobile Packet Data
Packet Switched Data
CircuitSwitched
GPRS
• Shared channel - lowest cost but variable delay• Retained session - potentially for long periods : “always on line”
• With compression, typically 64kbit/s peak rate service perceived
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GPRS Data Transmission Speeds
Raw data rates in Kbit/s:
• assumes error free channel, and excludes overheads
Timeslots: CS1 CS2 CS3 CS41 9 13 16 212 18 27 31 433 27 40 47 644 36 54 62 865 45 67 78 1076 54 80 94 1247 63 94 109 1508 72 107 125 171
CS = Coding Schemes
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How will Users Connect?
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GPRS Terminal Devices for the Mobile Office?
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GPRS Terminal Devices for the Mobile Office?
Handset
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Office worker on the move – the Killer Ap.
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GPRS - Applications
GPRS bearer service will enable applications in the following segment areas:
Telemetry Messaging e-mail Access to the World
Wide Web Job Scheduling and
Despatch Vehicle Location
Services Information services E-commerce
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WAP vs GPRS
GPRS is not a competitor to WAP.
GPRS can be used as a bearer for WAP. GPRS alone does not facilitate the access to the Internet. It is best compared to a means of delivery in desktop terms. WAP Gateway's and Browsers are still required to deliver the content.
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Mobile Facts – UMTS (3G)
UMTS is........
........Universal Mobile Telephone System
• Currently in development phase
• Expected around 2002 (limited coverage)
• Operates at 2.1GHz
• 2Mbits and above data rates with global roaming
• Allows multimedia and video
• Applications on the move !
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What is new with 3G?
• Devices – Screen size, storage capability– Multi-media– Video (stills and clips)– Music (download, store
and play)• Increased speed
– File download / WEB browsing – Improved mobile internet experience– Graphics, speed, shopping
experience• Improved
personalisation
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UK 3G Mobile Plans
• Launch Services will include a number of exciting and compelling products and applications based on core capabilities e.g
• Video clips• Postcards• Mobile office products
– intranet access– fast e mail download– fast file download– group working
• Find and guide services• Mobile Music• Advertising• m-commerce
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Increasing Data Rates
UMTS
GPRS
ISDN
PSTN
GSM
0 10 sec 1 min 10 min 1 hour
photo report video
clip
web photo video
clipreport
video clip
report
video clip
report
video clip
report
photo
photo
photo
web
web
web
Transmission Time
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Application Fit
Consistent throughput Bursty throughput
High th
rough
put
Low throughput
Telemetry
StreamedVideo
InteractiveMulti-Media
UMTS
GSM
HSCSD
GPRS
Info Services
Slow-scanVideo
M-Commerce
File/Image
TransferLAN Access
WWWBrowsing
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The Future …
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Sites for Research
1. www.ayg.com
2. www.computer.org
3. www.mformobile.com
4. www.mobileinfo.com
5. www.mobilestreams.com
6. www.wap.com
7. www.wirelessinanutshell.com
8. The Age of Spiritual Machines – Ray Kurzweil
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John MahoneyBrainstorm
London School of Economics
Thank you!
Mobile Business Opportunity
Mobile Multimedia Awards & Showcase