mobile broadband – new applications and new business models

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1、MobileBroadband–NewApplicationsandNewBusinessModelsBroughTurnerIMT-2000Vision(for3G)includedLAN,WANandSatelliteServicesSatelliteMacrocellMicrocellUrbanIn-BuildingPicocellGlobalSuburbanBasicTerminalPDATerminalAudio/VisualTerminal2TheInternetisthekillerplatformMob

2、ileInternetaccessdriving3GdatausageFuturebusinessmodelsanopenquestionWalledgarden?Advertising?Other2-sidedbusinessmodels?3LeadingAppsdon’tdependon3GVoice―stillthelargestrevenuesourceBarnone!SMS―2ndlargestmobilerevenuesourceVoiceSMS,picturemail&videomailcomingonst

3、rongContent!MobileTVMobilesocialnetworking4MobileContentMoremusicsoldon-linethanoff-lineinbothChinaandKoreaRingbacktonesCreatedbySKTelecominKoreain2002;30%adoptioninjust9monthsRingbacktonestodayKorea:~55%adoptionChina:~50%adoptionAnyG,1,2,3orFixed5JapaneseMusicR

4、evenuesSource:InfinityVenturePartners6MobileTV70%ofnewhandsetsinJapanareMobileTVenabledOnlyJapanandKoreahavemulti-millionMobileTVsubscriberbasesBroadcastservicesindependentof3G7MobileSocialNetworkingSource:BenjaminJoffe,PlusEightStarLtd.50M6M10M3MMobileusers:2

5、000200420062007Mobilelaunch:Profit(USD):$225M~$100M~$35M($50M)2.5G8“3G”Services3G-324MVideotelephonyLocation-basedservicesPush-to-Talk(VoIPw/oQoS)Richpresence(instantmessaging)Fixed-mobileconvergence(FMC)IPMultimediaServices(w/QoS)Videosharing(conversationalvideo

6、onIP)Converged“AllIP”networks–theVisionLimitedadoptionLimitedadoptionLimitedadoptionLimitedadoptionBypassed!NotractionStillwaiting…9MobileoperatorsmisstheboatLocation-basedservices(LBS)RequiredinUSfor911servicesFullyimplemented(aftermultipledelays)Notmadeattracti

7、vefor3rdpartiesResult:AllUSlocation-basedservicesbasedonalternatelocationapproachesGPS,CellID,Navizon,Skyhook10MobileoperatorsslowtheboatBillingServicesMobileoperatorshaveefficientbillingsystems&ownthecustomerrelationshipDoCoMoshowed(I-Modein1999)theenormouspoten

8、tialofaffordablebillingservicesYetbillingstillofferedonlyviapremiumrate#sResult:3rdpartycontentispaidforvia3rdpartybillingsystemsor(multiple)premiumrateSMS(s)1