The Mobile Ecosystem

What is Mobile Media?An Introduction to Wireless Technology and the Mobile EcosystemClass 1

The Mobile Ecosystem

What is wireless technology?

There is absolutely no difference between radio and wireless except the spelling.

Wireless exists as part of the electromagnetic spectrum.

The Mobile Ecosystem

The History of Wireless – 1

1896 Guglielmo Marconi develops the first wireless telegraph system

1927 First commercial radiotelephone service operated between Britain and the US

1946 First car-based mobile telephone set up in St. Louis,using ‘push-to-talk’ technology

1950 TD-2, the first terrestrial microwave telecommunication system, installed to support2400 telephone circuits

1950s Late in the decade, several ‘push-to-talk’ mobile systems established in big cities for CB-radio, taxis, police, etc.

1950s Late in the decade, the first paging access control equipment (PACE) paging systems established

1960s Early in the decade, the Improved Mobile Telephone System (IMTS) developed with simultaneous transmit and receive, more channels, and greater power

1962 The first communication satellite, Telstar, launched into orbit

1968 Defense Advanced Research Projects Agency – US selected BBN to develop the ARPANET, the father of the modern Internet

1970s Packet switching emerges as an efficient means of data communications

The Mobile Ecosystem

The History of Wireless - 21977 The Advanced Mobile Phone System invented by Bell Labs, first installed in the

US with geographic regions divided into ‘cells’ (i.e. cellular telephone)

1983 TCP/IP selected as the official protocol for the ARPANET, leading to rapid growth

1990 Motorola files FCC application for permission to launch 66 low earth orbit communication satellites, known as the Iridium System

1992 One-millionth host connected to the Internet, with the size now approximately doubling every year

1993 Internet Protocol version 4 (IPv4) established for reliable transmission over the Internet in conjunction with the Transport Control Protocol (TCP)

1994 5 FCC licenses the Personal Communication Services (PCS) spectrum (1.7 to 2.3 GHz) for $7.7 billion

1998 Ericsson, IBM, Intel, Nokia, and Toshiba announce they will join to develop Bluetooth for wireless data exchange between handheld computers or cellular

phones and stationary computers

2000 802.11(b)-based networks are in popular demand

The Mobile Ecosystem

Mobile Networks Explained

The Mobile Ecosystem

Mobile Networks Explained

The Mobile Ecosystem

PART 1: THE MOBILE CHANNELMobile Networks Explained

The Mobile Ecosystem

PART 1: THE MOBILE CHANNELMobile Networks Explained

The Mobile Ecosystem

Mobile Networks Explained

1. Types of Mobile Networksa. GSM (Global System for Mobile communications)

b. CDMA – Slow (Code Division Multiple Access)c. Mobitex (Two-way packet-switch network- pagers    d. GPRS - Fast (General Packet Radio Service)   e. UMTS (3G) – Fasterf. EDGE (3G) (Enhanced Data for Global Evolution)g. LTE (4G) - Fastest (Long-Term Evolution)h. Wimax (4G) – Fastesti. Wi-Fi – (Wireless Fidelity)j. Bluetooth

2. Handsets

3. Services

The Mobile Ecosystem

Mobile Networks Explained

2. Mobile DevicesA mobile phone is essentially a small low powered radio transmitter and receiver which connects to a mobile network to enable telephone calls.

3. ServicesServices consist of the enabling technologies that operate on top of networks and mobile devices, such as SMS, WAP, XHTML, Bluetooth, MMS or Java, etc.

The Mobile Ecosystem

The Mobile Ecosystem

The mobile ecosystem consists of three distinct spheres:1. Products/Services 2. Applications 3. Connections

The Mobile Ecosystem

The carriers’ “Walled Garden” is being dismantled

INITIATIVE OWNER

Brand, Content Owner

BUSINESS or MARKETING AGENCY

APPLICATION SERVICE

PROVIDER

NETWORK AGGREGATOR

WIRELESS CARRIERS

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PART 1: THE MOBILE CHANNELThe Mobile Ecosystem: Players and Playing Field

Products and Services Applications Connections

The Mobile Ecosystem

The Mobile EcosystemWireless Application Services Provider

A WASP provides Web-based access to mobile applications and services that would otherwise have to be stored locally by an advertiser. The main difference with WASP is that it enables customers/advertisers to access the service from a variety of wireless devices, such as a cellphone, smartphone or tablet.

WASP services may include: VeltiConstant mobile system monitoringDiagnostics and measurementMobile campaign creationMedia managementUser support

Mobile Aggregator: mBlox

An aggregator is a mobile telecoms company that acts as an intermediary between companies (i.e. content and brand owners) that want to interact with end users (through their mobile phones) and the mobile operators.

Mobile aggregators bundle the mobile messages/data and reconcile the payments for those messages, from the operators, on behalf of clients. This is also known as a mobile transaction network.

The Mobile Ecosystem

The Mobile EcosystemWireless Application Services Provider

A WASP provides Web-based access to mobile applications and services that would otherwise have to be stored locally by an advertiser. The main difference with WASP is that it enables customers/advertisers to access the service from a variety of wireless devices, such as a cellphone, smartphone or tablet.

WASP services may include: VeltiConstant mobile system monitoringDiagnostics and measurementMobile campaign creationMedia managementUser support

Mobile Aggregator: mBlox

An aggregator is a mobile telecoms company that acts as an intermediary between companies (i.e. content and brand owners) that want to interact with end users (through their mobile phones) and the mobile operators.

Mobile aggregators bundle the mobile messages/data and reconcile the payments for those messages, from the operators, on behalf of clients. This is also known as a mobile transaction network.