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Leadership Council Meeting . Room: 29A October 6, 2009 . WIC Leadership Council - Meeting Agenda. 3:30 – 3:40 pm Welcome & Introductions – David Diggs 3:40 – 3:50 pm CTIA – Wireless Industry Metrics – Robert Roche 3:50 – 4:10 pm Current Initiatives Camera Phone Code Scan - Athena Polydorou

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slide1

Leadership Council Meeting

Room: 29A

October 6, 2009

San Diego, Oct 6, 2009

wic leadership council meeting agenda
WIC Leadership Council - Meeting Agenda

3:30 – 3:40 pmWelcome & Introductions – David Diggs

3:40 – 3:50 pmCTIA – Wireless Industry Metrics – Robert Roche

3:50 – 4:10 pmCurrent Initiatives

Camera Phone Code Scan - Athena Polydorou

Off Portal – Jeff Simmons

Mobile Content - Athena Polydorou

Mobile Advertising - Jeff Simmons

4:10 – 4:30 pm Future Initiatives

4:30 – 5:00 pmWireless Internet Caucus Structure

Sponsored by:

The WIC Leadership Council Reception

Immediately following; Terrace at San Diego Convention Center

Wireless Internet Caucus

San Diego, Oct 6, 2009

San Diego, Oct 6, 2009

2

slide3
Introduction and Welcome

Presented by:

David Diggs, CTIA-The Wireless Association

San Diego, Oct 6, 2009

slide5
Introduction and Welcome

Presented by:

David Diggs, CTIA-The Wireless Association

San Diego, Oct 6, 2009

this is the time we were all dreaming about it s here now let s not blow it
“This is the time we were all dreaming about. It’s here now. Let’s not blow it.”

Steve Spencer

San Diego, Oct 6, 2009

wic manifesto feb 2002
WIC Manifesto, Feb 2002
  • Leadership: Key decision makers create a unified approach to solving problems
  • Communication: Industry forum to develop common frameworks, common language, consensus on critical issues
  • Coordinated problem-solving: Cross-industry action teams to tackle challenges and develop solutions

San Diego, Oct 6, 2009

wireless internet caucus
Wireless InternetCaucus

Wireless Metrics

Dr. Robert F. Roche

CTIA-The Wireless Association

October 6, 2009

metrics focus
Metrics Focus
  • Key Initiative:
    • On-going Collection and
    • Publication of Cross-Carrier Metrics
  • Step One – Review Survey Modifications
  • Step Two – Report on Latest Survey Results

San Diego, Oct 6, 2009

key initiative one review cross carrier metrics
Key Initiative One – Review Cross-Carrier Metrics

Survey includes metrics related to:

  • Revenues:

Maintained requests for total data revenues, as well as:

    • Total revenues from data-only plans using Aircards or laptop-embedded modems for the six month period.
    • Total revenues for data services on wireless-enabled PDAs and Smartphones for the six-month period ending. – not currently reportable
    • Total revenues from data service subscriptions for the six-month period.

Eliminated requests for Game play / download revenues, Non-game download revenues, Ringtone revenues, and Enterprise Applications revenues.

  • Traffic: measures such as

Maintained requests for SMS / Text messages (including IM) and MMS messages.

Eliminated requests for Pictures and E-mail traffic.

    • Added requests for number of MB on the networks for the six month period – not currently reportable
  • Usage & Capability measures such as:

Maintained requests for Number of data-capable devices; SMS-capable devices; web-capable devices; PDAs / Smartphones; and wireless-enabled laptops, aircards, and wireless modems on networks.

Eliminated requests for MMS-capable devices, Number of camera phones on networks

    • Added request for number of machine-to-machine units active on networks – not currently reportable.

San Diego, Oct 6, 2009

six month wireless service revenues
Six-Month Wireless Service Revenues
  • Total six-month industry revenues = $75.8 billion, up from $72.7 billion in 1H2007.
  • Total 12-month industry revenues = $151.2 billion for July 2008-June 2009, up from $143.7 billion for July 2007-June 2008.
  • Total six-month wireless data revenues = $19.5 billion, up from $14.8 billion in 1H2007.
  • Total 12-month wireless data revenues = $37 billion, up from $27.5 billion in July-June 2008.

San Diego, Oct 6, 2009

top line measures six month total wireless data revenues
Top-Line Measures – Six-Month Total Wireless Data Revenues

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

12 month wireless data revenues are up 34 6
12-Month Wireless Data Revenues Are Up 34.6%

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

wireless data arpu trended
Wireless Data ARPU Trended

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

traffic measures increase year over year
Traffic Measures increase year-over-year
  • SMS / Text messaging:
    • Monthly volume of 135b up 79.8% year-over-year (from 75.1b)
    • Six-month volume 740.3b up 92% year-over-year (from 384.9b)
  • MMS:
    • Monthly volume of 1.8b up 71% year-over-year (from 1.1b)
    • Six-month volume of 10.3b up 83% year-over-year (from 5.6b)

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

traffic measures six month sms text traffic
Traffic Measures–Six-Month SMS / Text Traffic

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

traffic measures monthly sms text traffic
Traffic Measures – Monthly SMS / Text Traffic

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

traffic measures six month mms traffic
Traffic Measures – Six-Month MMS Traffic

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

traffic measures monthly mms traffic
Traffic Measures – Monthly MMS Traffic

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

available annual traffic measures voice and data
Available Annual Traffic Measures – Voice and Data

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

12 month traffic measures voice and data
12-Month Traffic Measures – Voice and Data

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

semi annual traffic measures voice and data
Semi-Annual Traffic Measures – Voice and Data

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

consumer metrics total reported subscribership
Consumer Metrics – Total Reported Subscribership

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

consumer metrics devices and users
Consumer Metrics – devices and users

Based on sequential questions:

  • 265.3 mm total reported subscribers (overall survey)
  • 235.3 mm SMS-capable devices on data survey respondents’ networks
  • 246.7 mm data-capable handsets on data survey respondents’ networks
  • 237.1 mm web-capable handsets on data survey respondents’ networks

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

consumer metrics devices and users26
Consumer Metrics – devices and users

Based on sequential questions:

  • 168 mm SMS customers on respondents’ networks
  • 88.8 mm MMS customers on respondents’ networks
  • 41 mm Smartphones & PDAs on respondents’ networks
  • 10.8 mm wireless-enabled laptops, aircards, & wireless modems on respondents’ networks

San Diego, Oct 6, 2009

Source: CTIA Semi-Annual Wireless Survey

what has changed
What Has Changed?
  • We eliminated multiple revenue questions:
    • Enterprise Applications Revenues – discontinued
    • Messaging (MMS and SMS) Revenues - discontinued
    • Downloadable Content Revenues (total, as well as selected break-outs) - discontinued
    • Mobile Video Content Revenues – discontinued
  • We have added traffic questions (MB), and first machine-to-machine question

San Diego, Oct 6, 2009

leadership council
Leadership Council

Current Action Teams

Camera Phone Code Scan

Off Portal

Mobile Content

Mobile Advertising

San Diego, Oct 6, 2009

WIRELESS 2009- Vegas

code scan action team
Wireless Internet Caucus Code Scan Action Team
  • Presented by:
  • Athena Polydorou, CTIA-The Wireless Association

San Diego, Oct 6, 2009

30

team charter and activities
Team Charter and Activities

Goal: develop standards and assist development of a camera-phone barcode scanning market in the U.S.

Published white papers, available at www.ctia.org/codescan:

Code Scan White Paper (2008)

Marketing Guide for Camera-Phone Based Barcode Scanning (2009)

San Diego, Oct 6, 2009

31

recent activities
Recent Activities

Team identified need for:

Central Registry:Registration authority for the code scanning ecosystem primarily responsible for creating identifiers.

Central Clearing House:Responsible for directing traffic, routing codes and enforcing ecosystem policies. In addition, the Clearing House will manage metadata and accounting data.

Separate RFPs developed for the Registry and Clearing House with the intent to release Q3 2009

San Diego, Oct 6, 2009

32

current status
Current Status

CTIA sought guidance on:

Scheduling the release of the RFPs

Feedback on the legal landscape/patent IP litigation

Result: Insufficient carrier support to move forward with the release of the RFPs.

San Diego, Oct 6, 2009

33

off portal action team
Wireless Internet Caucus Off-Portal Action Team
  • Presented by:
  • Jeff Simmons, CTIA-The Wireless Association

San Diego, Oct 6, 2009

34

objectives
Objectives

Ongoing, rigorous assessment of 3rd Party content providers compliance with Industry Best Practices for CSC-based services

Improvement of industry monitoring system to enable better compliance with CSC Best Practices

35

35

San Diego, Oct 6, 2009

registry improvements
Registry Improvements

Implement a Standard Campaign Application (SCA)

Includes All Fields required by all Mobile Carriers to Approve and Provision Mobile Campaigns

Required Information in Consistent Format is Essential to an Effective Monitoring Effort – Tie Monitoring to Registry

Registry Application Data Must Be Maintained and Kept Current

Used to Monitor Compliance with Best Practices

Missing or Incomplete Data May Prevent Lessee from Adding New or Renewing Existing CSCs

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36

San Diego, Oct 6, 2009

campaign brief monitoring testing and tool enhancements
Campaign Brief Monitoring testing and tool enhancements

Updated testing criteria to match MMA 4.0 guidelines

New testing in place

All front end carrier-specific tests now implemented

Back end subscription renewal and billing checks now implemented

Engagement among industry to enhance usability, standardization

Improved interactive features for better communication

Improved data search, organization, links to facilitate aggregator responsiveness

Harmonization of tests, severity levels across carrier requirements

37

San Diego, Oct 6, 2009

partner connectivity and carrier comparison testing initiatives
Partner connectivity and carrier comparison testing initiatives

Ensured connectivity and successfully completed test drives with leading aggregators

Aggregators able to access/evaluate their CSC data within tool

Aggregators getting email alerts on ‘Red’ CSC violations

Aggregators able to file protests and request re-tests – with supporting comments/attachments within tool

Implemented content provider ‘view only’ access to data

Now confirming equivalence to carriers’ internal programs

Ensure all appropriate carrier monitoring criteria included in protocols

Ensure proper interpretation of carrier monitoring criteria

38

San Diego, Oct 6, 2009

data exchange and api development to improve monitoring program
Data exchange and API development to improve monitoring program

Carrier approved CSC program data (via email) driving CSC testing queue

New Registry data to also feed into CSC testing program; initially to provide accurate partner data, ultimately to speed up testing

CSC monitoring data (identifying more serious ‘Red’ violations) to feed into Registry to provide enforcement mechanism

Initial implementations email/FTP with API mechanisms to follow

Aggregators now enabling CSC partner data updates via helpdesk/protest functionality (i.e., correct CP/agg)

39

San Diego, Oct 6, 2009

in market media monitoring
In-Market Media Monitoring

Selection and Implementation of Service Provider – April 2009

Refinement of Severity Levels for Violations of CBP

Focus on Issues Significantly Impacting Consumers and Gaining Attention of Regulators and States’ Attorneys General

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40

San Diego, Oct 6, 2009

next steps
Next Steps

Refinement of monitoring tests until industry and individual monitoring programs are indistinguishable

Comparison testing by participating carriers and assessment of industry monitoring program

Opportunity for individual carriers to begin decommissioning internal monitoring programs

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41

San Diego, Oct 6, 2009

mobile content action team
Games Rating Initiative Mobile Content Action Team
  • Presented by:
  • Athena Polydorou, CTIA-The Wireless Association

San Diego, Oct 6, 2009

42

current initiative
Current Initiative

Implement industry’s November 2005 commitment to develop voluntary content classification standards and access controls for Carrier Content, as well as content access controls for the Internet

Mobile Games is the first content type to be addressed

Industry reached agreements with the top mobile game publishers and the ESRB on a ratings process for mobile games

San Diego, Oct 6, 2009

43

current initiative44
Current Initiative

Planned announcement at CTIA Wireless 2009 that, beginning in Q4 2009, only games rated by the ESRB would be available for purchase on carrier decks

Carriers committed to display the ESRB rating as part of the merchandizing of the game on the carrier’s deck and Web site

Two issues arose to halt announcement:

Off-deck/online app stores had not been considered

The depth and breadth of online app store catalogs made extending the requirement to limit the mobile games they offer to only those rated by ESRB unrealistic

San Diego, Oct 6, 2009

44

wireless industry outreach to app stores
Wireless Industry Outreach to App Stores

On July 30th, Steve Largent invited CEOs of app stores to join the mobile games rating display initiative:

Apple

Google

Handango

Handmark

No specific deadline was set for implementation from app stores; only the commitment to include games ratings

  • Microsoft
  • Nokia
  • Palm
  • RIM

San Diego, Oct 6, 2009

45

mobile advertising action team
Wireless Internet Caucus Mobile Advertising Action Team
  • Presented by:
  • Jeff Simmons, CTIA-The Wireless Association

San Diego, Oct 6, 2009

46

main objectives of team charter
Main Objectives of Team Charter

Advertising Potential - $24 billlion by 2013*

Various Challenges Result in Advertisers Merely Experimenting with Mobile

Lack of common metrics, reporting methods

Lack of common, consistent targeting data

Lack of consistent inventory

GSMA Success in Europe – Combined Carrier Working Group

Strength in Numbers

Unique value proposition in unified carrier group

Efficient and effect growth

Key Deliverables

Measurement & reporting

Targeting

Advertising Inventory

Address privacy concerns

* - ABI Research

San Diego, Oct 6, 2009

47

current deliverables
Current Deliverables

Standardized Mobile Metrics and Definitions

Six metrics and definitions, measure effectiveness of mobile ads

Common across advertising mediums, describe mobile audience

CPNI / FTC Behavioral Marketing Compliant

3rd Party Ad Serving Terms & Conditions

Rewrite of IAB 3rd party ad serve T&Cs for Internet Ads

Adapted to mobile

Pilot Launch and Ongoing Aggregation of Carrier Log File Data

All carriers agree to move forward; AT&T, VZW to provide initial data

Sprint, TMO to begin adding their data shortly

San Diego, Oct 6, 2009

48

future initiatives
Ringback Copy

Advertising Metrics

Common APIs

LBS Interoperability

Spam

Future Initiatives

Leadership Council

San Diego, Oct 6, 2009

50

going forward
Who Belongs Here?

Who’s Missing?

What Initiatives?

Structure?

Going Forward . . .

Leadership Council

San Diego, Oct 6, 2009

51

slide52

Sponsored by:

Wireless Internet Caucus

San Diego, Oct 6, 2009

San Diego, Oct 6, 2009

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