Mobile Entertainment

Min Chen

Computer Science Department, HUT

16.04.2003

Introduction

Mobile entertainment refers to entertainment products that run on wireless networked, portable, personal devices.

It utilize Internet, mobile phone technologies, and entertainment content to offer amusement.

Examples: mobile games, ring tones, pictures, audio/video stream, etc.

GSM Overview

Globally dominant system as basis for 70% of future 3G network.

Specified by CEPT now governed by 3GPP

1st standard published in 1990

A growing and evolving system

GSM family: GSM, GPRS, EDGE, 3GSM

GSM Network Architecture

Network Services

Teleservices (Voice oriented services) Voice transmission Message services Basic data communication e.g. fax

Data services Transparent or non-transparent Synchronous or asynchronous

Supplementary services

Short Message Services (SMS)

SMS enables user to send & receive short text messages.SMS Infrastructure

MO: MS MSC IWMSC SMSC MS MT: MS SMSC GMSC MSC MS

MS SM-SC GMSC IWMSC MSC MS

SMS (cont.)

General SMS Features Concatenation Compression Binary message Encryption & security Billing Different alphabets

support

Applications Person-to-person messaging Voice mail Fax Games Ringtones Pictures Voting Gambling Information services Mobile banking

SMS (cont.) – Usability Analysis

ConsInterface are tedious & difficult to manipulate

MMI (Man Machine Interface) are not standardized

Generally text based

Restricted to 160/70 characters of Latin/non-Latin alphabets per message

ProsCommercially important technology

Can be used for a variety of applications

Immense popularity

Large user base

Cheap

Wireless Application Protocol (WAP)

WAP is de facto world standard for presentaion and delivery of wireless info and telephone services on mobile terminals

Wap Model Client Gateway (Proxy) Oringin Server

WAP Protocols

WAP (cont.)

WAP 2.0

Extends WAP capabilities significantlyBased on XHTMLSupport Internet standards and protocolOptimize usage such as GPRS and 3GProvide rich application environmentBackwords compatibility to WAP

J2ME

J2ME platform is a set pf standard Java APIs

Provides flexible user interface, robust security model, broad network protocol

J2ME comprises a virtual machine a set of class libraries

WAP Applications

Unified messagingE-mail servicesInformation services News Weather reports Financial market information Sports

M-commerceLocation-based serviesEntetainment services Multimedai services

WAP Usability Analysis

Cons User interface remain

tedious and difficult Limited browsing

capabilities Connection failures Services quality

depends on bearers Unpredictable

performance

Pros Support richer content

compare to SMS Allow better visual

quality overall Faster transaction than

SMS WAP 2.0 facilitates

improvements J2ME facilitates

extended functionality

3G Technologies – Network Standards

WCDMA The choice of ETSI It can extend the existing

GSM core network, maximizing reuse of existing equipment

can also overlay TDMA and CDMA networks

Implementation is a challenge

Supports data rates up to 2Mbps

The capacity is 50-80 channels per carrier

CDMA2000 Developed by 3GPP2 CDMA2000 1x and

CDMA2000 3x are ITU approved 3G standards

1x uses 1.25MHz bandwidth support data rates from 144kbps to 307kbps

1x EV-DO supports 383kbps to 2.4 Mbps

3x use 5MHz bandwidth, support data rates up to 2Mbps

3G Enabling Technologies

MExE Standardize the environment for executing moble applications

across the full range of 3G devices Classmark is used to categorize mobile devices. Classmark 1

relates to WAP, 2 supports Javaphone API, 3 supports J2ME

Bluetooth Conceived by Ericsson in 1994, developed by Bluetooth Special

Interest Group A de facto standard enabling wireless connectivity between

devices Provide low cost, low power, secure, efficient, high capacity, ad

hoc voice and data networking

3G Applications & Usability Analysis

3G applications include communications, information, entertainment, and m-commerce.3G offers better system capacity, high-speed wireless Internet access and wireless multimedia services (audio, video, image, data)Vastly improved interactivily and visual impact3G devices improved with enhanced battery capability, larger screen, higher resolution, more memory, greater storage capacityEntertainment services become streamlined and viable across various devicesSufficient networks and compliant devices are required

Mobile Entertainment Market Analysis

Mobile Entertainment Business of todayJapan and Korea is the leading regionEurope is the second, UK and Italy are the most

aggressive markets The most successful service to date is ring

tones, followed by mobile gaming

Mobile Entertainment Value Chain

Content providers provide original contents or brands.Application developers create entertainment products.Publishers fund the development and bundle the applicationsWireless application service providers develope, implement mobile entertainment platformsPortal providers provide network based customer interfaceMobile operators provide mobile connectivity and content deliveryMobile device manufacturers design and manufacture mobile devicesConsumers use the services

Content Provider

Application Developer

Publisher

Wireless Application service Provider

Portal Provider

Mobile Operator

Mobile Device Manufacturer

Consumer

Revenue Models

Revenue Sharing

Licensing

Retail

User Groups

Teenagers

Young Adults

Aldults in late twenties and early thirties

Coporate over 35

Marketing Strategies

Co-branding content partnership

Public Media

Online advertising

Promotion

Registration and Subscription

Conclusion

The mobile entertainment industry has increadible potential

Wireless technologies evolution is enabling increasingly diverse data communications and services possibility.

It is a particularly complex market due to inherent technical restrictions, fragmnetations of the value chain, and the need of effective marketing to stimulate comsumer demands

Thanks!