Mobile Services Evolution
Crossing the chasm
Sub-Regional Seminar on IMT-2000
Warsaw, October 2-4 2001
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Crossing the chasm
Handset growth vs. Infrastructure growth
Market
penetration
Casual
perception
of market
Chasm
With the infra
market huge
build-out is
needed before
market is
made
Traditional
take-up rate
for handset
business
Point where mass market
can be made because of
cost / value balance
Time
2
Critical success factors for mobile services
Creating value
Services Tornados
Evolution at
Different
Clock Speeds
Gain End
User Acceptance
Create Business
Model
by portfolio of
central applications
and services
with clear value:
simple tafiffing and
revenue sharing
Use Key
Technologies
as invisible enablers
for services
3
Mobile terminal services environment
Making the mobile services tornado happen
Key user benefits
Key applications
Key function
Key technologies
Common transport
4
Mobile, real time, life enhancing,
easy and familiar to use, fun and fast
Messaging
and email
Games and
personalisation
Web content
and downloads
Content transport
and messaging
Downloadable
applications
Content search
and access
MMS
Java
xHTML
From WAP/WSP to WAP NG (TCP/IP)
Our value addition to the mobile services
environment
Harmonised Client-Server Offering
Client
Mobile Network/
Connectivity
Servers/Middleware
Content/Applications
5
Messaging, Browsing and Streaming
Synchronising service and technology evolution
Example: Mobile Games Evolution
Handset games
WAP Games
GPRS
WAP Push
xHTML
Colour Screens
Java based Games
Online interactive games
Colour
Screen
MMS
Java
Graphic Intensive Games
Games content streaming
Streaming
GPS
Positioning
Terminal
Application
Platforms
Network
6
WAP
Gateway
Chat & Community
Mobile
Advertising
GPRS NETWORK
(always on)
Multimedia
Messaging
Location Based
Services
WCDMA NETWORK
(R’99)
Secured
Mobile
Payment
Digital Rights
Management
R’4 and R’5
Increase ARPU by segmenting service delivery
High profitability will come from a balanced services
portfolio with effective use of Quality of Service
Higher Quality
Higher value
Higher revenue & profit
High impact to Network capacity
Service
Price
WCDMA
New
Revenue EGPRS
Market pressure for
lower tariffs and higher
quality
HSCSD
Revenue
with standard
services
GPRS
EGPRS
WCDMA
New Revenue
Usage of service - Volume
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Very low delivery cost
Attractive tariffs
Very high volumes
Higher revenue & profit
No/Low impact to Network
capacity
Lifestyle needs will drive service evolution
What can we do today?
Lifestyle
Needs
Service
Creation
Strategy
Total
Disposable
Income
New
Revenue
Sources
Lifestyle
Target
ARPU
Lifestyle
Service
Offer
€
Advertising
Promotion
Mobile
Spend
Added
Value
Sell
3G
GPRS
SMS
SMS
WAP
GPRS
WAP
> 550 Million SMS capable GSM terminals
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WCDMA
EDGE
Clock speeds
Example: Messaging
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PHASE 1:
Service
Boost
Christmas 2001
PHASE 2:
Next
Phase
Services
Summer 2002
PHASE 3:
Advanced
Services
Christmas 2002
Based on improved
access capabilities,
new service features
like WAP Push, WTAI
Based on MMS
capability, xHTML,
Color, Java
Based on improved
access capabilities
Drive Mobile
Data Growth
Increase Mobile
Data Usage
Increase
ARPU
Merji Khorchidian
+48 601 294 608
Director, Customer Marketing
North, Central and Eastern Europe
merji.khorchidian@nokia.com
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