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MMS use case OMA on the right track OMA World 2007, London

MMS use case OMA on the right track OMA World 2007, London. Philippe Lucas – Orange 13 th December 2007. Lessons from the past MMS use case OMA success factors. SMS : some lessons from the past!. 1980s ’. 1991. 1997. 2002. 1998. GSM standard development. 1st commercial GSM. GSM

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MMS use case OMA on the right track OMA World 2007, London

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  1. MMS use caseOMA on the right trackOMA World 2007, London Philippe Lucas – Orange 13th December 2007

  2. Lessons from the past • MMS use case • OMA success factors

  3. SMS : some lessons from the past! 1980s’ 1991 1997 2002 1998 GSMstandarddevelopment 1st commercial GSM GSM mass-markettake-off April 98 launch of SMS Dec 98 Launch of SMS Interop 1999: 40%penetration inEurope 75% penetration in Europe introductionof GPRS SMS availablein all GSM handsets • 2G mobilemultimedia kick-off • Creation of OMA

  4. SMS take-off: key criteria 3. promotion to themass-market 2. Operator interoperability 1. Handsets available

  5. a quick look at MMS genesis Only 3 years! 2008 2004 2005 2006 2007 millions MMS 07/04 MMS v1.1 standardised 03/05 MMS v1.2 standardised More than70% of devicessupporting MMS

  6. differences & commonalities of SMS and MMS • SMS : how to create a new value proposition • need to create a new market • all handsets supported the feature • MMS : device replacement market in western countries • value proposition needs to match customers expectations, direct evolution of SMS • customers buy camera handsets to take pictures first not to send MMS, then when awareness of the service is reached, they send MMS • Inter-personal services only take-off when interoperability among operators is achieved, hence need better operator coordination

  7. MMS situation • In two years (2005-2007) 1.3B devices sold supporting MMSv1.2 • Very quick replacement of devices in mature markets • Good time now for the service to deliver value • No more commercial barriers to fully exploit the MMS potentials!

  8. development of mobile multimedia takes time

  9. multimedia standard cycle Development of specificationsand implementation 2-3 years Deployment of devicesand plateforms 2-3 years for large deployment Market take-off

  10. devices, devices, devices • Device availability is crucial • no device, no service • Mobile and PC worlds different, but converging • PC world • Almost unlimited resources (power, memory, …) • Homogeneous environment for the developer community • mobile world • Constrained environment • HETEROGENEOUS

  11. devices, key aspects • Average replacement time of devices : 24months • In two years, more than 50% of the market should be reached by a new service in a given geography should the actors of the value chain agree on the use of the standard • Standard allows to have services implemented natively in devices, hence this eases the transition to a fast adoption • To ensure standard success • Mandatory features is a MUST, no or very few options! Profiles should help avoiding options when needed • Ensure no fragmentation of implementation, IOP provides quality!

  12. OMA key objectives • Define an overall service architecture • avoid silo enablers/features, • encourage enabler relationships and interactions, avoid duplication • support converged mobile AND fixed multimedia services • Introduce profiling/phasing to address market • define (in technical phase) supported features in series of enablers • don’t develop mammoth enablers taking 2+ years

  13. perspectives • OMA is delivering, but market adoption takes time ; we must be demanding but patient: market does not take-off overnight on constraints devices as mobile • OMA is addressing industrialisation of multimedia services across the industry to enable implementation of native applications in mobile devices and interoperability aspects • OMA should embrace all multimedia services from mobile to fixed • OMA should enable profiling when needed and develop an overall architecture to enable coherence of developments across enablers

  14. Thank you !

  15. OMA successes • Key enabler successes • Location • supports 3GPP Control Plane, advanced User Plan based location • Device Management • device awareness, device config/overview, events, diagnostics • Data Synchronisation • consistency of user data across multiple environments/devices • Converged IP Messaging • move away from silo messaging technologies and silo communities • Convergence essential • Encouraged future enablers • exploit IP/multimedia, facilitate developer community, services

  16. learn from SMS • Ubiquitous support • supported on all devices (mandated) • consistent functionality • different devices, same interoperable service • No fragmentation! • avoid silos of implementations • fragmentation = lost interoperability • OMA must introduce enabler phasing to quickly address market • introduce enabler profiling – must be done inside OMA

  17. listen to market feedback and awareness • more extensive market studies (e.g. iSuppli, GSMA …) • which devices, what services, which timeframe … • more market data needed in Requirements phase • ensure right enablers developed in market timeframe

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