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Understanding why Mobile is different … and how to take advantage

Understanding why Mobile is different … and how to take advantage. Welcome to the world of CONFUSION…. i-mode. Stinger. JAVA. HSCSD. 2G. WAP. SIM Toolkit. GPRS. Internet in your pocket. Internet. Mobile Internet. Internet. Fixed Internet. Internet evolves.

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Understanding why Mobile is different … and how to take advantage

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  1. Understanding why Mobile is different … and how to take advantage

  2. Welcome to the world of CONFUSION… i-mode Stinger JAVA HSCSD 2G WAP SIM Toolkit GPRS Internet in your pocket

  3. Internet Mobile Internet Internet Fixed Internet Internet evolves Whatever the terms… facts remains the same…

  4. The Mobile Internet Waves “Situation Centric” “Internet in your pocket” “Cut the Cord”

  5. Mobile Internet vs. Fixed Internet? • Limitations • Radio network issues • Many new different devices (also a benefit!) • Opportunities • Enables totally new services • Reach your market instantly

  6. Evolution of Mobile Systems TDMA CDPD EDGE GSM GPRS WCDMA PDC PDC-P cdma2000 1XEV cdmaOne Packet Data cdma2000 1X 2G First Step into 3G 3G phase 1 Evolved 3G  64 kb/s 64 - 144 Kb/s 384 Kb/s - 2 Mb/s 384 Kb/s - 8 Mb/s 2000/2001 2001/2002 2003+ Time

  7. MessagesInformation Data Path MediaEntertainment Capacity Mobile Internet Evolution • 2001-2002 2003 2004 2005 MultimediaConversation Real time QualityVolume Any access We will talk more on applications…

  8. Elements of a successful Mobile Internet application? • Mobility • Positioning • Personalisation • Transaction

  9. The Rules of the game ... • Design for Mobility • Access anywhere … in town, on the train, overseas …. on the toilet! • Accommodate new (unpredictable) user behaviour • ‘Instant’ access on impulse • Personalise applications • Design for new payment model • Volume or subscription based charging • Keep it Simple and very easy to use

  10. Lessons learned from testing Why Applications Fail • Applications cannot handle low bandwidth connections • Failure due to low throughput • Application freezes while trying to transmit/receive data • Application not optimised to limit data exchange • Applications cannot handle a loss in connection • Application times out and does not try to recover • Protocol stacks not generous to long delays and varying throughput • TCP, HTTP • Latency in GPRS affects real time applications • Wasted Bandwidth • Excessive chatter - HTTP

  11. Lessons learned from testing TCP over Wireless Networks • Lost Packets = Congestion ? • The delay and packet-loss could be very High • TCP will think it’s a congestion and backs off • Reducing throughput • TCP makes a low bitrate Link even slower • TCP reacts badly to high latency • TCP loves Handshakes • One TCP session => three packets are exchanged • Slowing data transmission due to delayed acknowledgements • Slow start algorithm after interruptions

  12. Lessons learned from testing HTTP over Wireless Networks • HTTP 1.0... • Opens a separate TCP connection for each object on a web page • Setup and shutdown of TCP connections usually cause the major delay • Size of objects to small to reach the full bandwidth of the link due to the slow start mechanism of TCP • HTTP 1.1 • Uses a persistent TCP connection for multiple requests • No wasted time and network resources for multiple TCP handshaking • Will use the full bandwidth of the link • Supports compression of HTML files The amount of packets sent is reduced by 60% when using HTTP/1.1 instead of HTTP/1.0

  13. Tips to build a good Mobile application Protocol layer • Reduce unnecessary chatter • Recovery/restart algorithm as fast as possible • Know the protocols you are working with • HTTP and TCP can be very inefficient • WAP solves lots of problems for you Protocol Layer

  14. App Layer Tips to build a good Mobile application Application layer • Don’t take the connection for granted • Design for Interruptions • Use multi tasking, where possible • Use middleware if appropriate • Find the problems early • Use caching (but don’t rely on it!) Protocol Layer

  15. User Interface App Layer Tips to build a good Mobile application User interface - Improving perceived performance • Keep the user in control and informed • Progress meters, connection status etc • Abort buttons • Give the user choices between increasing persistency, cancelling and just keep waiting • Pre-load data Protocol Layer

  16. And importantly .. Testing • Network performance tests • Protocol / Standards conformance e.g. WAP, Parlay • Device compatibility • End-to-End testing

  17. Related Technologies • Bluetoothtm • Seamless connectivity • Split Device Enabler • Merging Technologies • Camera’s • Printer’s • The Fridge ...

  18. Conclusion • Many enablers exist already today • GPRS is a foundation and a key concept shift - it prepares us for 3G • Applications must be carefully designed. They must be robust and carefully tailored to suit the mobile user

  19. Always Connected, Always On-line GPRS Overview …thinking is free

  20. What is GPRS? (Consumer Point of View) • GPRS is a new mobile network service that offers a permanent data connection to it’s subscribers. • For the first time, subscribers could beAlways Connected, Always Online • Subscribers are seamlessly connected to their ISP, service providers and corporate networks. • Is a complement to the GSM network, upon rollout, GPRS will enjoy the full coverage of GSM today.

  21. GPRS – Technical Point of View • GPRS is a packet service for GSM • Specially designed to work within existing network (not a completely new system, but rather an upgrade that empowers existing network) • Co-exists with existing circuit switched services • Packet data transmission all the way to user • Interworking with data networking (e.g. IP) • Multi slot (8 TS) gives ~ 115 kbit/s

  22. Single timeslot supports single user... Circuit-switched data vs ...

  23. …now the same number of timeslots for circuit-switched can support many more users. … vs Packet-switched Data

  24. MSC/VLR BSC BTS HLR SGSN GGSN SGSN - Serving GPRS Support Node GGSN - Gateway GPRS Support Node Internet GPRS/GSM Network

  25. GPRS – Network Architecture • GGSN – Gateway GPRS Support Node • Interface towards external (packet) data networks • Packet routing to SGSNs • SGSN – Serving GPRS Support Node • Packet routing to/from SGSN service areas • Control, session mgt, mobility mgt, ciphering/ authentication • Signaling exchange with MSC/VLR

  26. User perspective Service Provider WAP, SMS,WWW, IP, Email, Messaging Transparent Permanent IP Connection Internet

  27. What do you need as a GPRS user? • Devices that are GPRS equipped, such as: • Mobile Phones • PDAs - Symbian, Psion, Palm, Windows CE • Laptops - GPRS Modem / GPRS Modules • Appropriate subscription, ie a SIM that is data enabled • ISP provider (probably your network provider)

  28. Welcome to JAPAN

  29. The answers soon…

  30. The Success of DoCoMo – i Mode Service starts on February 1999 More than 20 million subscribers. On average, i-mode user is paying an extra 15$ / month • At first, i-mode was actually aim for corporate user, • but it was then the young culture who absorb the • concept • Soon enough, applications are aim to the YOUNG • market, such as : games, ringtones, screensaver, • e-mail, etc. • The most favorable applications : virtual fishing, • cosmo nova (intergalatic strategy simulation), Word • Neverland (virtual life), and GP car racing. • Women are the most advanced users of i-mode • Starts to take-off when rate is affordable • The working culture in Japan support the success • of i-mode. Many people spend their time on the • road.

  31. Case Study : Bandai Carappa • Character Distribution Service • - Hello kitty, etc. • - 1 image per day • - 100 yen / month • 10% of i-mode users subscribe • - 10% of 20 million = 2 million • How much the revenue? • - 2 million x 91 yen = 188 million yen (1.7 million USD) • How much is the cost? • - Few persons, server systems, etc. • - It doesn’t matter the number of subscribers • Bandai just up-date new images With 100 Yen, you can’t afford a meal in Japan.

  32. - Great Marketing !

  33. Project : Inspector Gadget • Project Inspector Gadget is a small quantitative research conducted during IITELMIT (27-31 May 2001), to help determining the right pathway towards the success of Mobile Internet in Indonesia. 350 questionnaires are analyzed • Why? because, there are no documentation on our local market concerning the issue of Mobile Internet. • To gain better understanding of local market behavior.

  34. Respondents Profile • Mostly Male with 70 : 30 comparison • Aged above 20. 35% on 20-25 and 65% above 25 • Most of the female respondents failed in completing the items asked in the questionnaire • Most of them (62%) are employee from private sectors

  35. Respondents Profile • 66 % earn a bachelor degree (S1), • 58 % spend 1-3 million / month on household expenses, • 47 % travel out of town 2-5 times / month, • Car is the main transportation vehicle (62 %), • They spent 1-3 hours on the road daily (54 %). YES, they all have Cellular phones!

  36. Cellular Phone Usage and Habit - SMS The basic form of mobile internet is very popular! Messaging (SMS) is hitting high, even for this profile. SMS is not just belongs to the YOUTH. Almost all respondents Have experienced SMS. Other Services like Internet, e-mail and Fax, are not appealing.

  37. Cellular Phone Usage and Habit - SMS Half of them sends more than 5 SMS per day.

  38. The Internet Trends

  39. Global Internet Trends Reports • Research in 27 countries resulted : • 420 millions people have access to the NET. • US and Canada is the no.1 internet population with • 41% global share. • Asia Pacific has 20% of the share. • Korea is dominating Asia Pacific with 45% share of the • region. • South Korea, Australia and Taiwan account 86% share • of the region. • Home access is more a common source for internet • access rather than work-based access. • Percentage of people with internet access is age 16+

  40. Internet Usage and Habit – Inspector Gadget • Almost all of them have access to Internet (93%), • but only half of them (57%) own an internet account. • They take internet access and information for GRANTED. • Of course then, source of access is from the office (71 %) • 92% spent less than 300.000 / month for internet. • 78% surf the net more than 1 hour each day. • 35% surf the net for more than 3 hours! • Messaging (e-mail) again contribute a significant role. 71% • received more than 6 e-mails per day.

  41. Internet Usage and Habit

  42. Preferred Applications or Sites – M Commerce • There’s a prospect for M-Commerce. 35% of respondents • used web-commerce, with limited number of transaction • and small value. We are on trial phase for e-commerce

  43. Preferred Applications or Sites – M Commerce • Reasons for not using Web-Commerce : • Security • More convenient to ‘feel’ the items • Doesn’t own a credit card • Questioning the quality of product • Net-Banking : • 35% of the respondents have • experienced Net-banking. • BII, KlikBCA, Panin, HSBC, • Niaga, Bali, etc.

  44. Preferred Applications or Sites - Messaging • Again, messaging (e-mails) plays a significant role. It is • the most frequent accessed by respondents. The top 4 applications are : e-mail, Information, entertainment, and search engine.

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