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Understanding why Mobile is different … and how to take advantage
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Welcome to the world of CONFUSION…
WAP
GPRS
HSCSD
Internet in your pocket
SIM Toolkit
2G
JAVAStinger
i-mode
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Internet evolves
Internet
Fixed Internet
Internet
Mobile Internet
Whatever the terms… facts remains the same…
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“Cut t
he Cor
d”
“Inte
rnet
in
your
poc
ket”
“Situ
atio
n
Centri
c”
The Mobile Internet Waves
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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
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Evolution of Mobile SystemsEvolution of Mobile Systems
cdmaOne Packet Data
cdmaOne Packet Data
GSMGSM
TDMA CDPD
TDMA CDPD
cdma2000 1Xcdma2000 1X
EDGEEDGE
WCDMA
WCDMA
cdma2000 1XEVcdma2000 1XEV
2G First Step into 3G 3G phase 1
GPRSGPRS
PDC PDC-P
PDC PDC-P
64 - 144 Kb/s
Evolved 3G
384 Kb/s - 2 Mb/s 384 Kb/s - 8 Mb/s
Time2000/2001 2001/2002 2003+
64 kb/s
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QualityVolume
Any access
Mobile Internet Evolution
MediaEntertainment
Capacity
MessagesInformation
Data Path
MultimediaConversation
Real time
2001-2002 2003 2004 2005
We will talk more on applications…
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Elements of a successful Mobile Internet application?
Mobility
Positioning
Personalisation
Transaction
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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
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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
Lessons learned from testingWhy Applications Fail
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TCP over Wireless Networks
Lessons learned from testing
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
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HTTP over Wireless Networks
Lessons learned from testing
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
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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
Protocol layer
Tips to build a good Mobile application
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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
App Layer
Application layer
Tips to build a good Mobile application
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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
App Layer
User Interface
User interface - Improving perceived performance
Tips to build a good Mobile application
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And importantly ..
Testing
Network performance tests
Protocol / Standards conformance e.g. WAP, Parlay
Device compatibility
End-to-End testing
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Related Technologies
Bluetoothtm
– Seamless connectivity– Split Device Enabler
– Merging Technologies• Camera’s• Printer’s• The Fridge ...
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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
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Always Connected, Always On-line…thinking is free
GPRS Overview
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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.
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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
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Circuit-switched data vs ...
Single timeslot supports single user...
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… vs Packet-switched Data
…now the same number of timeslots for circuit-switched can support many more users.
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BTSBSC
MSC/VLR
HLR
Internet
SGSNGGSN
SGSN - Serving GPRS Support NodeGGSN - Gateway GPRS Support Node
GPRS/GSM Network
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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
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User perspective
Internet
Service Provider
Transparent Permanent IP Connection
WAP, SMS,WWW, IP, Email, Messaging
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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)
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Welcome to JAPAN
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The answers soon…
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The Success of DoCoMo – i Mode
More than 20 million subscribers. On average, i-mode user is paying an extra 15$ / month
Service starts on February 1999
• 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.
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With 100 Yen, you can’t afford a meal in Japan.
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
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- Great Marketing !
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• 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.
Project : Inspector Gadget
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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
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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 %).Gadgets Own
65%
23%
3%
92%
0% 20% 40% 60% 80% 100%
Desktop
Notebook
PDA
Ponsel
YES, they all haveCellular phones!
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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. Cellular Usage
7%
15%
8%
94%
0% 20% 40% 60% 80% 100%
Fax
Internet
SMS
Almost all respondentsHave experienced SMS.Other Services like Internet, e-mail and Fax,are not appealing.
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Cellular Phone Usage and Habit - SMS
Frequency of using SMS/day
14%
36%29%
21%
< 3 kali
3 - 5 kali
5 - 10 kali
> 10 kali
Half of them sends more than5 SMS per day.
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The InternetTrends
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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+
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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.
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Browse Time
22%
43%
35%
<1 jam
1 - 3 jam
>3 jam
e-mail received / day
39%
24%
37%1-5 kali
6-10 kali
> 10 kali
Internet Usage and Habit
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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.
How many times do you have transcation last month?
65%
31%
3% 1%
1X
2-3X
3-5X
>5X
Value of Transactions
25%
48%
21%
6%
<100rb
100-300rb
300-500rb
>500
We are on trial phase fore-commerce
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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.
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Preferred Applications or Sites - Messaging• Again, messaging (e-mails) plays a significant role. It is the most frequent accessed by respondents.
Applications on Fixed Internet
19%
17%
22%
23%
6%
8%
3%
1%
1%
0% 5% 10% 15% 20% 25%
Hiburan
Search Engine
Informasi Berita
MP3
Chat
Belanja
Dewasa
Other
The top 4 applications are : e-mail, Information, entertainment,and search engine.
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Preferred Applications or Sites
Expected Applications on Mobile Internet
18%
14%
26%
24%
6%
6%
5%
1%
0%
0% 5% 10% 15% 20% 25% 30%
Hiburan
Search Engine
Informasi Berita
MP3
Chat
Belanja
Dewasa
Other
What about applications on mobile device?
The top 4 applications are : Information, e-mail, Search engine,and entertainment.
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Expected Cost
Expected Cost for Mobile Internet
44%
46%
9% 1%
<100
100-300
300-500
>500
As most of the respondents take Internet for granted, so dohow they expect the cost for mobile internet.
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Mobile Internet in Indonesia
• Currently, Indonesia is very much a voice-oriented
market.• WAP services is delivered through independent service companies which create more costs.• WAP fail because of : slow, difficult and expensive, whilst the technology was introduced as Mobile Internet (reality is far low than expectation). On the other hand, there are more than enough contents and applications to run! • Availability of WAP phones (very limited models).• The low penetration of Internet itself. Currently only 700.000 paid internet users and 1.3 million internet freebies, totaling 2 million users (source : Komputer Aktif, Magazine). The small numbers is also because of very low numbers of active PC distributed in Indonesia.
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Mobile Internet in Indonesia
• Fax and data is rarely used, but the potential is massive.• Cellular will overcome fixed by Q2, 2002.• SMS (known also as data service) is rapidly taking up. We might see the same pattern with the Philippines. Average 5-6 million messages sent/day.• Internet users is not boom yet in Indonesia. Internet usage is still low but also growing.• The slow growth of internet users is due to unavailability of necessary equipment (only 2.5 million PC’s) and internet charging.• Mobile Data is an alternative to access the internet world if it can fulfill these aspects : pricing, ease of use, content / applications, and of course attractiveness of the product.
MOBILE DATA ERA WILL COME !
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