migrating from wired to wireless best practices and winning strategies the perspective by derek...
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Migrating from Wired to WirelessBest Practices and Winning Strategies
The Perspective
By Derek KertonSlides available online at www.kerton.com
Some Assets of TWDC
Parks and ResortsStudiosConsumer ProductsDisney TravelTelevision / RadioInternet Group
The Internet is Splitting
“Internet” is no longer synonymous with the world wide web.Devices are differentISPs are differentContent has to be different
What Content to Migrate?We need to answer this before we think
about partnering.
Factors For Consideration1. Terminal Technical Specifications2. I/O Capabilities (UI)3. Demographics4. Psychology, perception of device5. Where It’s Used6. What It’s Used For
Different Firms - Different Needs
Blockbuster Video Branding revolves
around your videotape being available
Getting the info out is the most important criteria
“pretty” presentation is less important
Disney Presentation is a
large part of the magic
Branding revolves around great “guest” experiences
Different Firms - Different Solutions
Blockbuster Video Could satisfactorily
scrape web pages, reducing cost and getting content out quickly.
Could satisfactorily use a machine to automatically format the content for each device.
Disney Scraping web pages
results in unacceptable quality and high failure risk.
Automatically reformatting content results in unacceptably low quality presentation.
What are Our Building Blocks?
Intellectual Property
(ideas)
Book (Gutenberg)
Newspaper articleMotion Picture
Radio Commentary (Paul Harvey)
Website
One media seldom fits onto another. Any exceptions?
What are Our Building Blocks?
Intellectual Property
(ideas)
Book (Gutenberg)
Newspaper articleMotion Picture
Radio (Music, Paul Harvey)
Website
Wireless Device
What are Our Building Blocks?
Intellectual Property
(ideas)
Book (Gutenberg)
Newspaper articleMotion Picture
Radio Commentary (Paul Harvey)
Website
Wireless DeviceA new medium demands fresh thinking
Wireless and Streaming
Application Server
SMART Service Platform
SMART Technology Hub / Engineering Platform
Tools, SDKs,Packages, Libraries
Proxies
Architecture Model
SMART Infrastructure Platform / SMART Environment
Vertical Products Wireless Services
Broadband Products Broadband Services
Protocol Interface
Entity Interface User-Agent
Presentation Layer
SMART Hierarchical Model
We’ve developed content for...
Internet PhonesPalm VII (WCA) OmniSkyPocketPCAvantGoMobile Laptopsi-ModeMore…
With a Little Help From Our Friends
Co-operative deals:MotorolaSegaEricssonAvantGoPalmOpenwavemore…
Example – Millionaire PQA
Examples- PDA
Pocket PC
For your kids
Any-whereIn the
Magic Kingdom
Distribution Deals -Ensure Consumer Access
ABC .com
ABCNEWS.com
Disney .com
ESPN .com
Family .com
Mr. Showbiz
AT&T Wireless PocketNet X X X X X X Sprint PCS X X X Verizon Wireless Mobile
X X
Palm X X Nextel X X X NTT DoCoMo X Omnisky X X Nokia/SBC X Qwest X X X PacketVideo X Indicast X
Where to find DIG wireless content
The ‘Whole Product’ has Changed
Wireless voice was fully controlled by CarrierWireless Data, IP access, as wellWireless Portals and content packages are NOT
- - - - - - - - - Mobile Internet Value Chain - - - - - - - -
Billing Gateway Infrastructure Terminals
Ideas Production Presentation
CarrierContent
Media Companies Need Partners
Distribution deals with carriers Development deals with vendors Possibly wireless ASP support Content Sponsors and advertising Technology
Text-Based content has now been done. What’s next?
The implications of 2.5G and 3G
ProsBetter terminals and greater bandwidth are ideal for Disney’s rich media.Better applications will drive consumer acceptance.
ConsThe complexity of development is growing exponentially.In-house development will not be able to keep up.
Case Study: Disney-i
Melody Download Screen Images(1/3)
Select from the following menu:
①Disney Standard②Monthly Theme③Disney’s Latest
④Weekly Quiz⑤Top5 Ranking⑥My History⑦What Is D-point?⑧My Menu Registration⑨To Disney Channel Top
Top Page ie: ①Disney Standard
・ Mickey Mouse March・ Electrical Parade・ It’s A Small World・ When You Wish Upon A Star・ High-Ho・ Chim-Chum-Che-Ree・ Zip-A-Dee-Doo-Dah・ Beauty & the Beast・ A Whole New World・ Can You Feel The Love Tonight?
⑧Return⑨To Disney Channel Top
ie: Mickey Mouse March
⑧To Melo★ Disney Top⑨To Disney Channel Top
The “Weekly Quiz” link appears randomly for only 2 days to notify the user that the quiz is new. For those who consent, an e-mail notice is also sent.
Melo★Disney
Disney Standard
Mickey Mouse March
①Download melody
Specifics – Who do they need?
RingTone specialistsJ2ME specialistsBREW expertsGaming gurusProven players, stable, reputable, quality, economicalMVNO partners?
Speaker Bio
Built Disney’s original wireless team out of the former Infoseek in mid 1999.Moved team to parent company, developed strategy, relationships, and applications.Left Disney July 1 to do consultingOngoing work with Disney and contracted by Rezn8 for a confidential wireless project in Las Vegas.
Migrating from Wired to WirelessBest Practices and Winning Strategies
Slides available online at www.kerton.com
Derek Kerton,
Principal