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MIS553: Mobile Marketing Strategies

WIRELESS/MOBILE TECHNOLOGIES OVERVIEW & DEFINITIONS Course Faculty: Mrs Yasmin Malik Venue: IBA City Campus, Karachi Course Start Date: Spring 2012 (Feb 1). MIS553: Mobile Marketing Strategies. Mobile/Wireless Network Technologies. Mobile/Wireless Technologies Defined: 2G (CDMA/TDMA/GSM).

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MIS553: Mobile Marketing Strategies

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  1. WIRELESS/MOBILE TECHNOLOGIES OVERVIEW & DEFINITIONSCourse Faculty: Mrs Yasmin MalikVenue: IBA City Campus, KarachiCourse Start Date: Spring 2012 (Feb 1) MIS553: Mobile Marketing Strategies

  2. Mobile/Wireless Network Technologies

  3. Mobile/Wireless Technologies Defined:2G (CDMA/TDMA/GSM) 2G networks are the second generation of cellular networks that rely on a digital signal instead of a radio signal Voice quality is better due to digital encryption They make efficient use of spectrum (channel bandwidth) and allow operators to push through a higher number of calls than 1G networks However, this technology relies more on proximity to a base station/tower – when a caller moves out of range, calls are dropped entirely instead of progressively degrading 2G technologies can be divided into time or code based standards depending on the type of multiplexing used (a process where multiple signals/digital data is combined into one signal over a given shared medium) Technologies directly related to 2G are CDMA, TDMA and GSM and replace typical “1G” technology introduced in the 1980s In general, a new “generation” of cellular standards has appeared approximately every tenth year since 1G systems became operational Note: Each new generation is generally characterized by new frequency bands, specifications and higher data rates

  4. Mobile/Wireless Technologies Defined:2G (CDMA/TDMA/GSM) CDMA: Code Division Multiple Access systems allow each mobile device (phone) to be assigned a specific code which allows multiple users to be put on the same transmission channel Each channel transmits its bit as a coded channel-specific sequence of pulses Widely used in North and South America and Asia as a telecommunication technology It is also applied in GPS (Global Positioning System)

  5. Mobile/Wireless Technologies Defined:2G (CDMA/TDMA/GSM) TDMA: Time Division Multiple Access Most 2G networks rely on TDMA to transmit digital signals that are divided up into different time slots instead of codes as in CDMA The signals are sent in rapid succession while sharing one digital channel Some shortfalls of TDMA: this timing requirement frequently makes it unreliable as a mobile phone transmission technology because when callers move closer/farther away from a base station, they mis-align the timing requirements of the system and disrupt transmission

  6. Mobile/Wireless Technologies Defined:2G (CDMA/TDMA/GSM) GSM: Global System for Mobile Communications Developed in 1991 in Finland to address some of the shortfalls of TDMA technology Now used around the world making, among other things, roaming much more streamlined (as phones can almost always access a signal that they can use) GSM (TDMA-based) accounts for 80% of the world’s mobile subscribers It requires timing advance commands to be sent to the base station which sends signals to the mobile phone telling it whether it should transmit the signal earlier and if so, by how much Because of its success, many other 2G technologies including CDMA and TDMA eventually transferred to GSM including CDMA2000 (operating in the CDMA 450 MHz frequency band/spectrum range)

  7. Mobile/Wireless Technologies Defined:2.5/2.75G G (GPRS/EDGE) 2.5 G networks are an improvement over 2G networks and employ a “packet” switched domain for data communication while still maintaining a circuit-switching domain for voice communication It usually describes a GSM system which has been upgraded for data transmission such as the mobile internet usage Technologies directly related to the 2.5G standards include GPRS and EDGE GPRS: Global Packet Radio Service can be added to 2G, GSM or 3G networks to achieve improvements in data transmission by using TDMA to improve packet switching over a given mobile network GPRS typically provides commercial data rates from 50 to 100 kbps and is typically used for such services as Wireless Application Protocol (WAP) access, Multimedia Messaging Service (MMS), and email Note that most telecom operators charge for GPRS data transfer per megabyte of data traffic used (often in the form of data “bundles”) whereas voice communication/calls via traditional circuit switching is billed per minute or 30 seconds

  8. Mobile/Wireless Technologies Defined: 2.5/2.75G G (GPRS/EDGE) EDGE: Enhanced Data Rates for GSM Evolution was launched in US in 2003 It provides almost a 3 fold improvement in GSM/GPRS network capacity and performance through its packet switching optimization EDGE is standardized by 3GPP as part of the GSM family and can be deployed as an “upgrade” on any GSM/GPRS network Data rates of up 235 kbps can be reached giving users a “broadband” like experience

  9. Mobile/Wireless Technologies Defined: 3GPP, ITU, IMT/3G/4G, Spectrum 3GPP: The 3rd Generation Partnership Project is an industry collaboration between major telecommunications companies and associations with the aim of making system specifications for the global application of 3G networks These specifications must fall within the scope of the International Mobile Telecommunications (IMT-2000) project of the ITU and are based on the GSM specifications encompassing radio, core network and network/service architectures ITU:International Telecommunication Union is a UN based agency whose role is to regulate information and communication technology related matters. Among its tasks, it coordinates the global use of radio spectrum, establishes worldwide communications standards and promotes international cooperation for the improvement of telecom infrastructure

  10. Mobile/Wireless Technologies Defined:3GPP, ITU, IMT/3G/4G, Spectrum IMT-2000 or 3G: International Mobile Telecommunications-2000 (IMT--2000) is also known as 3G It is a generation of mobile phone and mobile telecommunication standards and it fulfills specifications set by the ITU According to the ITU-200 specifications, a typical 3G communications system must allow simultaneous use of voice and data services and provide peak data rates of at least 200 kbps in a commercial environment and several Mbps (5-14 Mbps) for wireless broadband access Typical 3G mobile services include wireless voice, mobile internet, video calls and mobile TV These networks are functionally similar to Wi-Fi (11-54 Mbps) but are meant to cover less area The first 3G network in the world was launched in Japan by DoCoMo in 2001 based on WCDMA technology followed by South Korea in 2002 based on Ev-Do technology Technologies directly related to 3G are HSPA, EvDO and WiMAX

  11. Mobile/Wireless Technologies Defined: 3GPP, ITU, IMT/3G/4G, Spectrum IMT-Advanced or 4G: this type of cellular system must have peak data rates of up to 100 Mbps for mobile internet access A typical 4G network should provide services (via an all-IP based solution) including IP telephony, IP TV, ultra-broadband Internet access, gaming services, digital video broadcast, video chat and streamed multimedia These networks represent a collection of wireless standards that are all adapted to be 100% packet and IP based 4G promises higher network capacity and more simultaneous users per cell Technologies directly related to 4G are WiMAX and LTE

  12. Scandinavia’s TeliaSonera, successfully launched the world’s first commercial 4G services in Sweden and Norway in Aug/Sept 2010 LTE services were rolled out in cities including Stockholm and Oslo Users enjoy peak rates of up to 100Mbps, average downlink rates of 85-90Mbps and an uplink of 30Mbps Nokia Siemens Networks (NSN) provided its radio equipment for the operator’s LTE roll out in the city and during 2010 will participate in deployments in Sweden’s 25 largest cities Jan 2012: At this time, there are over 200 LTE networks deployed around the world! The World’s 1st 4G (LTE) Network

  13. Mobile/Wireless Technologies Defined:3GPP, ITU, IMT/3G/4G, Spectrum SPECTRUM (or more correctly “Radio Frequency Spectrum”) is a key distinguishing factor used to compare different mobile systems and ranges from approximately 30 Hz (termed Extremely Low Frequency [ELF]) to above 100 GHz (termed Extremely High Frequency [EHF]).

  14. Mobile/Wireless Technologies Defined:3G (HSPA/EvDO/WiMAX) WiMAX: “Worldwide Interoperability of Microwave Access” – it is an implementation of the IEEE 802.16e-2005 standard (3G transitional) and the IEEE 802.16m standard (4G IMT-Advanced) WiMAX is a broadband wireless solution that enables convergence of mobile and fixed broadband networks It provides high speed, wireless connectivity over a longer distance more simply and more cost-effectively than current cellular technologies WIMAX will co-exist and inter work with existing wired/wireless technologies as it supports VoIP but will not replace 2G/3G for voice services. Its infrastructure can be used effectively to take off voice traffic capacity from mobile operators due to capacity constraints. WiMAX offers: High data rates and long distance coverage: coverage of up to 50 km at up to 75 Mbps per base station Quality of Service (QoS): video streaming with low latency (delay) Scalability: more cells can be added at a lower cost

  15. Mobile/Wireless Technologies Defined:3G (HSPA/EvDO/WiMAX) EvDO: Evolution Data Onlyis a 3G packet based data transmission standard particularly for wireless broadband access and supports high data rates (which vary on the “Revision” type e.g. 2.4 Mbps for Rev 0 and 3.1 Mbps for Rev A) It uses both CDMA and TDMA to maximize data rates at both the user end and system end Its standards are set in line with the 3GPP2 as part of the CDMA2000 standards and has been adopted by many mobile network operators globally and is often deployed alongside an MNO’s voice service or those who have already employed a CDMA based network

  16. Mobile/Wireless Technologies Defined:4G/IMT-Advanced (WiMAX/LTE) LTE: Long Term Evolution is an IP data network optimized for the transmission of data rather than voice packets It competes with WiMAX 802.16m as the 4G standard of choice Commercially deployed by TeliaSonera in 2010 in Sweden and Norway WiMAX 4G: an implementation of the IEEE 802.16m standard to compete with the likes of LTE Note: there is wide industry debate as to which technology is the better one wrt 4G between WiMAX 4G and LTE

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