Mobile Broadband – New Applications and New Business Models.pptVIP

Mobile Broadband – New Applications and New Business Models Brough Turner IMT-2000 Vision (for 3G) includedLAN, WAN and Satellite Services The Internet is the killer platform Mobile Content More music sold on-line than off-line in both China and Korea Ringback tones Created by SK Telecom in Korea in 2002; 30% adoption in just 9 months Ringback tones today Korea: ~55% adoption China: ~50% adoption “3G” Services 3G-324M Video telephony Location-based services Push-to-Talk (VoIP w/o QoS) Rich presence (instant messaging) Fixed-mobile convergence (FMC) IP Multimedia Services (w/ QoS) Video sharing (conversational video on IP) Converged “All IP” networks – the Vision Mobile operators miss the boat Location-based services (LBS) Required in US for 911 services Fully implemented (after multiple delays) Not made attractive for 3rd parties Result: All US location-based services based on alternate location approaches GPS, Cell ID, Navizon, Skyhook Mobile operators slow the boat Billing Services Mobile operators have efficient billing systems own the customer relationship DoCoMo showed (I-Mode in 1999) the enormous potential of affordable billing services Yet billing still offered only via premium rate #s Result: 3rd party content is paid for via 3rd party billing systems or (multiple) premium rate SMS(s) Mobile Broadband Access iPhone traffic per month iPhone ? glimmer of what’s possible Controlled eco-system Applications approved by Apple Must meet unpublished standards under contract between Apple ATT E.g., can’t run VoIP over 3G, only over Wi-Fi But, $30/ month flat rate data plan (on top of $40+ phone plan) Explosive growth in web usage Mobile Internet Access Available for PC’s with restrictions, e.g. no servers, no P2P, no substitution for private lines or frame relay ATT: 5GB @ $60/mo Verizon: ditto Sprint: ditto No US operator offers flat rate unlimited plans Breaking Oligopolies Four or more viable competitors is what it takes; more than four and it