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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.

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Mobile Multimedia Awards & Showcase

Mobile Business Opportunity

John Mahoney

Chief Operating Officer

Brainstorm


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Agenda

  • Background

  • What applications will there be in the future?

  • Why develop these?

  • What technologies will enable these?


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About Brainstorm...

  • 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’.

Established player in the mobile information market


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Mobile

Internet

PC

Access

Internet - Future

Million

Subscribers

800

600

400

200

Year

2000

2001

2002

2003

2004


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Content and Value Added Services

Changing Sources of User Revenue

ARPU

Transport and Connectivity

2G

3G

2.5G

Time

Based on data from UMTS forum - October 2000


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* Source: Dataquest/ Gartner Group

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.


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The Generation Gap

Generation:

1G

Analogue networks

2G

Digital networks (GSM)

2.5G

General Packet Radio Service (GPRS)

3G

Universal Mobile Telecommunications System- IP based network

4G

802.11b, bluetooth, satellites + 3G + 2.5G


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Basic Elements

Fixed Network

Operator e.g. BT

Mobile Switching

Centre 00’s

Base Station

Systems

(cell sites)

000’s


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WWW

Basic Elements

Fixed Network

Operator e.g. BT

Mobile Switching

Centre 00’s

Base Station

Systems

(cell sites)

000’s


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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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Content and Value Added Services

Changing Sources of User Revenue

ARPU

Transport and Connectivity

2G

3G

2.5G

Time

Based on data from UMTS forum - October 2000


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Content

Aggregation

Applications

Hosting

KPN

12 steps to deliver mobile content …

Infrastructure

AOL

ISPs

Mobile Portals

Mobile Operators

MVNO

Mobile Devices

Distribution

Customers

The Value Stack


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ISPs

wASP

Content

Portals

Mobile Operators

Equipment Vendors

PTTs

Content

Mobile Operators

Service Providers

PTTs

Equipment Vendors

wASP

ISPs

ISPs

Portals

Portals

PTTs

Equipment Vendors

Content

wASP

Service Providers

Mobile Operators

Hosting

Equipment Vendors

Content

PTTs

ASPs

ISPs

Content Value

Technologies

3G

2.5G

2G

Fixed

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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UMTS(3G)

Multimedia

GSM Voice

Analogue

Voice

Communication Technologies

GPRS

EDGE

HSCSD

WAP

Product developments

SMS

802.11b

GSM

Data

Bluetooth

Time

1985 1994 2000 2002 2005

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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Internet SP (WWW)

Mobile Facts - GPRS

GSM

GPRS

  • 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*.

Third Party Data Network

Company

Corporate LANs


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  • Vulnerable - session lost if call dropped

  • Slow - 9.6kbit/s @ radio interface, 7.2kbit/s achievable

GPRS – The Evolution to Mobile Packet Data

1. Circuit Switched Data

Data Bursts

Circuit

Switched

Call duration (Billable)

Call

terminated

Call

established


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  • Retained session - potentially for long periods : “always on line”

  • With compression, typically 64kbit/s peak rate service perceived

GPRS – The Evolution to Mobile Packet Data

Circuit

Switched

Packet Switched Data

GPRS


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GPRS Data Transmission Speeds

CS = Coding Schemes

Raw data rates in Kbit/s:

  • assumes error free channel, and excludes overheads




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Handset

GPRS Terminal Devices for the Mobile Office?



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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

photo

report

video

clip

UMTS

web

photo

report

video

clip

GPRS

e-mail

web

photo

report

video

clip

ISDN

web

e-mail

photo

report

video

clip

PSTN

e-mail

web

photo

report

video

clip

GSM

0

10 sec

1 min

10 min

1 hour

Transmission Time


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Application Fit

Interactive

Multi-Media

UMTS

High throughput

GPRS

Streamed

Video

HSCSD

WWW

Browsing

File/

Image

Transfer

LAN Access

Slow-scan

Video

E-mail

M-Commerce

Low throughput

Info Services

GSM

Telemetry

Bursty throughput

Consistent throughput



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Sites for Research

  • www.ayg.com

  • www.computer.org

  • www.mformobile.com

  • www.mobileinfo.com

  • www.mobilestreams.com

  • www.wap.com

  • www.wirelessinanutshell.com

  • The Age of Spiritual Machines – Ray Kurzweil


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Mobile Multimedia Awards & Showcase

Mobile Business Opportunity

John Mahoney

Brainstorm

London School of Economics

Thank you!

[email protected]


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