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 MS SM-SC GMSC IWMSC MSC MO: MS MSC IWMSC SMSC MS MT: MS SMSC GMSC MSC MS 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 Cons Interface 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 Pros Commercially 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 significantly Based on XHTML Support Internet standards and protocol Optimize usage such as GPRS and 3G Provide rich application environment Backwords 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 messaging E-mail services Information services News Weather reports Financial market information Sports M-commerce Location-based servies Entetainment services Multimedai services WAP Usability Analysis Cons Pros User interface remain tedious and difficult Limited browsing capabilities Connection failures Services quality depends on bearers Unpredictable performance 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 impact 3G devices improved with enhanced battery capability, larger screen, higher resolution, more memory, greater storage capacity Entertainment services become streamlined and viable across various devices Sufficient networks and compliant devices are required Mobile Entertainment Market Analysis Mobile Entertainment Business of today Japan and Korea is the leading region Europe 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 Con tent Prov ider App licat ion Dev elop er Publ ishe r Wir eles s App licat ion Port al Mob ile Prov ider Ope rator Mob ile Dev ice Man ufac turer Con sum er Content providers provide original contents or brands. Application developers createserventertainment products. ice Publishers fund the development and bundle the applications Prov Wireless application service providers develope, implement mobile ider entertainment platforms Portal providers provide network based customer interface Mobile operators provide mobile connectivity and content delivery Mobile device manufacturers design and manufacture mobile devices Consumers use the services 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!