Mobile Media and Applications, From Concept to Cash: Successful Service Creation and Launch

336 Pages·2006·41.49 MB·English

by  Christoffer Andersson

Mobile Media
and Applications –
From Concept to Cash

Mobile Media
and Applications –
From Concept to Cash
Successful Service Creation and Launch
Christoffer Andersson, Ericsson, Spain
Daniel Freeman, Ericsson, Sweden
Ian James, Ericsson, South Africa
Andy Johnston, Ericsson, China
Staffan Ljung, Ericsson, Sweden
Copyright2006 ChristofferAndersson,DanielFreeman,
IanJames,AndyJohnston,StaffanLjung.
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ReprintedwithcorrectionsJanuary2006
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LibraryofCongressCataloging-in-PublicationData:
Mobilemediaandapplications, fromconcepttocash:successfulservice
creationandlaunch/ChristofferAndersson...[etal.].
p.cm.
Includesbibliographicalreferencesandindex.
ISBN-13:978-0-470-01747-0(cloth:alk.paper)
ISBN-10:0-470-01747-3(cloth:alk.paper)
1.Cellulartelephonesystems.2.Wirelesscommunicationsystems.
3.Mobilecommunicationsystems.4.Cellulartelephoneservicesindustry.
TK5103.2.M582006
658.8’72–dc22
2005025166
BritishLibraryCataloguinginPublicationData
AcataloguerecordforthisbookisavailablefromtheBritishLibrary
ISBN-13:978-0-470-01747-0
ISBN-10:0-470-01747-3
Typesetin10/12ptTimesbyLaserwordsPrivateLimited,Chennai,India
PrintedandboundinGreatBritainbyAntonyRoweLtd,Chippenham,Wiltshire
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Contents
Acknowledgements xi
About the Authors xv
Introduction xvii
1 Fundamentals of the Industries 1
1.1 Mobileservices – fiasco or roaring success 1
1.2 Who needs mobile services, really? 1
1.3 The telecom, media and IT industriescoming together 3
1.3.1 Telecom – a short story in time 4
1.3.2 Convergence 6
1.3.3 The IT and Internet story – going mobile 7
1.3.4 Mobilizingmedia and content 9
1.4 Content and media industries going mobile 11
1.4.1 The music industry fighting for its rights 11
1.4.2 Radio interaction 14
1.4.3 The gaming industry puttingthe fun into our hands 17
1.4.4 TV channels (media) and producers (content) enabling mobile TV 20
1.4.5 Gambling, betting and lotteries 23
1.4.6 Glamour and adult content 26
1.5 Making a businessout of it all 27
1.5.1 Operators and theirbusiness models 27
1.5.2 Aggregators – linking content and distribution 30
1.5.3 The developer in the middle 31
1.6 Summary 32
2 Understanding the Customer 33
2.1 Why understand the customer? 33
2.2 Mobileapplications – the customer’s viewpoint 34
2.2.1 Voice – cutting the cord 34
2.2.2 SMS – a ‘killer’ application 34
2.2.3 Ringtones and logos – the mobile phoneas fashion 35
2.2.4 The mobile Internet – two approaches, two outcomes 37
2.2.5 Mobilee-mail – something for the business user 40
2.2.6 MMS – a picture is worth a thousand words, or is it? 41
2.2.7 Mobilemusic and mobile TV – the final frontier? 43
vi CONTENTS
2.3 A change to a market-led approach 44
2.4 Understandingconsumers 46
2.4.1 The size of the consumer market 46
2.4.2 Consumer segmentation 46
2.4.3 Market adoption 54
2.4.4 Applicationsfor early adopters 56
2.5 Understandingthe business market 57
2.5.1 High potential,slow growth 57
2.5.2 The size of the business market 58
2.5.3 Segmenting the business market 59
2.6 Summary 63
3 Creating a Winning Service Offering 65
3.1 Exploringservice creation 65
3.2 The three dimensions of service creation 65
3.3 Technology push – creating services based on integrationof technologyenablers 67
3.4 Market pull – creating services based on customer demand 77
3.4.1 Planning and controllingthe service creation process 77
3.4.2 Service concepts and businesscase 78
3.4.3 Development 83
3.4.4 Introduction and market launch 85
3.4.5 Service lifecycle management 86
3.5 Building market channel access 88
3.6 Going forward, how can we create more winningservices? 90
3.7 Summary 93
3.8 Further Reading 93
4 Designing Services 95
4.1 Designingservices for success in the real world 95
4.2 Services classification 95
4.2.1 Server-side applications 96
4.2.2 Multimediastreaming applications 98
4.2.3 Browser-based applications 98
4.2.4 Device-based applications 100
4.2.5 Network-enabled mobile applications 101
4.3 Key factors of strong mobile applications 102
4.3.1 Easy access 102
4.3.2 Design principles 105
4.3.3 Capitalizing on wireless connectivity 109
4.3.4 Wireless design considerations 113
4.4 Creating mobile media services 117
4.4.1 A new age of mobile content creation 118
4.4.2 Content creation and control 118
4.4.3 Appropriate mobile content 119
4.4.4 Content in thelarger picture 122
4.5 Summary 122
CONTENTS vii
5 Managing the Customer Experience 125
5.1 What the customer experiences 125
5.2 Maximizing the experience 126
5.2.1 A rich experience from basic content 127
5.2.2 The quality of content and applications 127
5.2.3 The power of brands 128
5.2.4 Time is value 129
5.2.5 The small screen experience 129
5.2.6 Targeted customers 130
5.2.7 Personalization 130
5.3 Minimizing the barriers to use 131
5.3.1 Insidethe handset 131
5.3.2 Escaping the handset – handset configuration 132
5.3.3 Ordering content 133
5.3.4 Getting connected 136
5.3.5 Finally online – theWAP portal 137
5.4 Summary 138
6 Mobile Devices – Leading the Way 141
6.1 The importance of mobile devices 141
6.2 Mobiledevice architecture – the building blocks 143
6.2.1 The components under the hood 143
6.3 Evolutionof thebuilding blocks in an application and media perspective 144
6.3.1 Operating systems 145
6.3.2 Java – software enablers for mobile devices 146
6.3.3 Processor capacity and enabling chipsets 149
6.3.4 What the base interface and network access give 151
6.3.5 Impact of Bluetooth,WLAN and other local area access technologies on
mobile applicationsand media 153
6.3.6 Camera and image capture 155
6.3.7 Battery and power consumptions 155
6.3.8 Memory and off-line synchronization 156
6.3.9 Display 157
6.4 Other important enablers for applicationsand media 159
6.4.1 Digital rights management 159
6.4.2 IMS and SIP 160
6.4.3 Flash Lite – more consistent presentation layer for the mobile 160
6.4.4 Better browser standards 161
6.4.5 Over the air, device configurations and management 161
6.5 The mobile device as a driver of new application fields 161
6.5.1 Bridging enablers 162
6.5.2 Mobilemusic 163
6.5.3 Mobilegaming 164
6.5.4 MobileTV 166
6.5.5 Digital photo and video 167
6.5.6 Mobileperson to person interactivity 167
viii CONTENTS
6.6 Mobiledevice adaptations 169
6.7 Summary 170
7 Service Environment 173
7.1 Understandingthe service environment 173
7.1.1 The service environment as a service trading marketplace 176
7.1.2 The service environment as a machine 183
7.1.3 The battle for mindshare 186
7.1.4 Further models for the service environment 188
7.1.5 Service environment standards 191
7.2 A service environment wish list 193
7.2.1 Actor related 193
7.2.2 Service related 195
7.2.3 Business related 195
7.3 Service environment design 196
7.3.1 Presentation and rendering 196
7.3.2 Content delivery support functions 199
7.3.3 Partner support functions 200
7.3.4 Common support functions 203
7.3.5 Service enablers 204
7.3.6 Single sign-on 207
7.3.7 Device configuration 210
7.3.8 Refactoring for horizontalization 211
7.4 Summing up 220
8 Deployment of Services 223
8.1 Introduction 223
8.2 Preparation is key 223
8.2.1 Know the target market 224
8.2.2 Successful trials 225
8.2.3 Understand thebusiness objectives of a solution 226
8.2.4 Manage expectations – no scope, no hope 227
8.2.5 Products become solutions 229
8.2.6 The complete solution 229
8.3 Solution integration 230
8.3.1 Team composition and processes 230
8.3.2 Integration experiences 231
8.3.3 General integrationaspects 235
8.4 Verification 238
8.4.1 Device verification 238
8.4.2 Content and application verification 241
8.4.3 End-to-end testing 244
8.5 Summary 245
9 Commercial Launch Experiences 247
9.1 Launch strategies 247
9.1.1 What is the goal of the launch? 247
9.2 Packaging and branding 250
9.2.1 Branded packages 250
CONTENTS ix
9.2.2 Theme/event packages 250
9.2.3 Handset packages 252
9.3 Pricing and revenues 252
9.3.1 Pricing strategies 252
9.3.2 Pricing models 253
9.3.3 Pricing levels 257
9.3.4 Revenue sharing 259
9.4 Promotion strategies 260
9.4.1 Promote applicationsnot technology 260
9.4.2 Revolution – the big bang 260
9.4.3 Evolution– one step at a time 262
9.4.4 Viral marketing 263
9.4.5 Ongoing promotions 264
9.5 Summary 265
10 Feedback and Quality 267
10.1 How are our services performing? 267
10.1.1 Keeping promises 267
10.1.2 The importance of feedback 268
10.1.3 Who are the receivers? 269
10.1.4 State-of-the-art operator solutions 270
10.1.5 Understand the network and start simple 271
10.2 End-to-end service assurance 273
10.2.1 Measuring the customer view – defining theKQIs 275
10.2.2 Defining a service model 276
10.2.3 Key application KPIs in wireless networks 277
10.2.4 How to measure and monitor 280
10.2.5 Including radio and core networks 280
10.3 The expanding end-to-end 282
10.3.1 Active performance monitoring from thecustomer perspective 283
10.3.2 Measuring customer perception (qualitative) 283
10.3.3 Media industry– understanding usage is everything 285
10.3.4 Developers – evolvingthe fastest 286
10.3.5 Offering more to enterprisecustomers 287
10.4 Kaizen – continuous improvements 288
10.5 Summary 289
Appendix 1: Take Five Consumer Segments 291
A1.1 Young Pioneers (P1) 291
A1.2 Adult Pioneers (P2) 292
A1.3 Young Materialists(M1) 294
A1.4 Adult Materialists(M2) 295
A1.5 Educated Sociables (S1) 296
A1.6 Older Sociables (S2) 298
A1.7 Educated Achievers (A1) 299
A1.8 Older Achievers (A2) 300
A1.9 Traditionalists(T) 302