Transcript Slide 1

Telecomunication services
Pál Miletics, Head of Connected Objects
[email protected]
+36 20 9303926
1
Pannon Plc.
Today’s Messaging Infrastructure Challenges
Communication
Escalating
End User
Needs
80% of
organizations
believe email
is more
important than
the phone
Spam and virus
infected email
account for over
70% of all email
sent today
Security
+
+
Mobile
Workers
Collaboration
41% of Internet
users used a
wireless laptop or
email-enabled
cell phone this
month
An estimated
80% of an
enterprise's
information sits
on individual’s
computers
User tolerance
for email
downtime is
less than 30
minutes
Service
Levels
+
+
IT Pros spend
70% of their
time
maintaining
existing
systems
Management
and Costs
Sources: Meta Group, Pew Research Center, Gartner, Computer Security Institute/FBI, Dynamic Markets LTD. , Accenture
Increasing
IT Burden
Wireless Implications
• Fixed and mobile
Internet
High
wLAN
54Mbps
• Wireless backbone
• Fixed, nomadic and
mobile VoIP
• Business travelers
802.11g
WiMAX
11Mbps
• Hotspot operators
2Mbps
wLAN
802.11b
Bluetooth
3G
DECT
2.5G
56Kbps
14.4Kbps
2G
Low
PAN
LAN
WAN
MAN
Range
Source: IDC, 2006
Email is one of the most important Internet applications
Email
News
Search engine
Software downloading / uploading
Webpage information
Online chatting
BBS, Community forum
Personal website hosting
E-Government
Internet games
Online purchasing
Short message
Online education
E-magazine
IP Telephone
Online Hospital
Online Banking
Stock trading
85.6%
62.0%
65.0%
37.4%
49.9%
42.6%
20.8%
4.9%
2.0%
15.9%
6.7%
2.3%
6.3%
7.3%
1.0%
0.6%
5.1%
3.4%
Online auction
0.7%
Ticket / Hotel reservation
0.5%
Online Video Conference
0.4%
VOD
3.9%
Living broadcasting
2.2%
Multimedia entertainment (MP3, )
8.0%
Telnet
0.7%
Information promulgation
2.3%
Online promotion
1.3%
Online sales
1.6%
Informatized system(ERP, CRM, SCM) 0.6%
Online recruitment
3.5%
Internet database
0.8%
School/class mate BBS
14.8%
Others
0.2%
source: Gartner 2006
E-mail – The Killer Mobile Business Application
“What percentage of companies are in the ‘fully deployed/in production’ or ‘upgrade underway’
stages for the following mobile technology?”
59%
49%
Wireless email
47%
39%
Sales force applications
35%
30% 30%
26%
30% 28%
Field service applications
22% 20%
Customer-facing applications
1,000 to 4,999 employees
5,000 to 19,999 employees
20,000+ employees
Base: 130 telecom decision-makers at North American enterprises
Source: Forrester’s Business Technographics, May 2005, North American and European Network and Telecommunications Benchmark Study
Business Mobile Data Revenue
by Application: Western Europe, 2004-2009
12,000
E-mail
10,000
6,000
4,000
2,000
0
Revenue 1,400
(Millions of Dollars)
1,200
1,000
Video
8,000
Millions
of Euros
Asia/Pacific: Business Wireless Data
Revenue by Application, 2004-2009
2004 2005 2006 2007 2008 2009
General Business
800
CRM: Sales Force Automation
600
CRM: Field Service
400
Supply Chain Management
200
Enterprise Resource Planning
Source: Gartner Dataquest, Forecast: Mobile Data Applications,
Western Europe, 2000-2009 (July 2005)
0
2004 2005 2006 2007 2008 2009
Source: Gartner Dataquest, Forecast: Wireless Data Applications,
Asia/Pacific, 2000-2009 (July 2005)
Wireless Sync Enterprise Server
Single Integrated Platform
Wireless Sync
Server-toServer Sync
Increased
Product
Functionality
File
Distribution
Email
Instant
Messaging
Mobile
Business
Applications
Device
Management
Increased Mobility Requirements
Enterprise Solutions strategy
Connecting
people
on any device
over any network
to anyone or any
corporate
application or data
source
Mobil data technology: 400-54,000,000 bps
SMS
Data
HSCSD
GPRS
EDGE
3G
HSDPA
WLAN
Business product portfolio
• Wireless PBX solutions
+
Internet
• Machine-to-Machine applications
+
• Mobile Office
• ASP partnership
• Mobile Broadband
Pannon
Customer site
Intranet / LAN
/ Xchange
What end users are looking for?
sports results
banking
game
news
ads
video
PIM
stocks
chat
a2a
music
email
mms
payment
positioning info, maps
Machine-to-Machine communication has huge potential
50 billion
Machines*
6 billion
people
2 billion
mobile
30 million
mobile**
* Future World Consultancy, RSA
** Allied Business, 2005
M2M is an opportunity for operators to extend its future business scope
P2P
P2P
M2M
M2M
Consumer
Incl. Voice, SMS,
MMS, Ringtones,
Gaming, MP3
Incl. security/alarm,
Home Automation,
Medical Services,
Enterprises
Incl. Voice, Video
Telephony, PCMCIA
Card, E-Mail
Incl. Metering, Fleet
Mgmt., Surveillance,
Retail Appl., Machinery
Wireless M2M bears an enormous application diversity
Metering
• Reading
consumption
remotely
• Detecting
frauds
Tracking &
Tracing
Security
• Combining
GPS receiver
and mobile
communication
• Adding mobile
communication to
automated
alarm systems
(residential &
vehicle)
Payment
• Payment
transactions
via mobile
network
• credit / debit
card
verification
• payments
taxation
• Power
• Gas
• Water
• Heating
• Grid control
• Fleet Mgmt.
• Pay as you
drive
• Container
Tracking
• Stolen vehicle
tracking
• Person & wildlife
tracking
• Alarm systems
• Backup for
landline
• Access control
• Video Surveillance
• Car security
• Point of sales
• Vending
machines
• ATMs
• Cash registers
• Parking meters
Remote M &Cl
• read out
failure logs
• send out
warnings
autonomously
Health
• Combining
mobility and to
provide
remote
medical
assistance
• remotely
change
configurations
• Control traffic
• Plant based Machine
• remote medical
Monitoring & Control
monitoring and
• Throughput Monitoring assistance (heart
• Lighting
rate / ECG devices
• Info Displays
• Emergency
• Office Equipment
phones
• Facility Mgmt.
• Space Mgmt. parking
garages
• Traffic Systems
• Environmental
measurement
The mobile provider’s role in m-commerce
14
M-commerce from the customer‘s point of view
• The customer wants to access:
– information
– goods
– services any time and in any place on his mobile device.
• He can use his mobile device to:
– purchase tickets for events or public transport,
– pay for parking,
– download content and even order books and CDs.
• He should be offered appropriate payment methods.
• They can range
– from secure mobile micropayment to service subscriptions.
M-commerce from the Provider‘s point of view
•
The future development of the mobile telecommunication sector is heading
more and more towards value-added services. Analysts forecast that soon half of
mobile operators‘ revenue will be earned through mobile commerce.
•
Consequently operators as well as third party providers will focus on valueadded-services. To enable mobile services, providers with expertise on different
sectors will have to cooperate.
•
Innovative service scenarios will be needed that meet the customer‘s
expectations and business models that satisfy all partners involved.
Characteristics of m-Commerce Services
•
Mobile commerce is more than offering access to e-commerce services from
mobile devices.
•
A genuine m-commerce service has to make sensible and creative use of the
properties of mobile devices such as:
– Portability - The customer can access services and be reached anywhere anytime.
– Trustworthiness - Sensitive information can be stored securely on the mobile device,
secure transactions can be carried out.
– Localisation - Information and services can be adapted to the user‘s position.
– Access to user profiles - Information and services can be adapted to the user‘s
preferences.
Classes of M-Commerce Applications
Payment
method
Individual
product /
product
type
Bank card
account
Client bank
account
Micro payment
account
Shops
„Distance” merchant
Services
Gambling
Internet payment
Parking-ticketing
P2P
Pre-paid recharge
Utility payment
Mobil Banking
Product matrix
Comparison between E-commerce and M-commerce
Factor
E-Commerce
M-Commerce
Product or service focus
Product focus
Service focus
Product or service provision
Wired Global access
Wireless Global access
Product or service assets
Static information and data
Dynamic location-based
data
Product or service attraction
Fixed non-time-constrained
access
Mobility and Portability
of access
Source: Elliott, Phillips, 2004
M-commerce Value Chain
CONCEPTIO
N & DESIGN
TECHNOLOG
Y
•
Indepth Analysis &
Conception
•
Application Design &
Development
•
Strategic & Commercial
Consultancy
•
Development of
Business Models
•
Establishing the Right
Business Case for the
Individual Customer
SYSTEM
INTEGRATIO
N
OPERATIONS
& HOSTING
LIVE
MANAGEMEN
T&
PARTNERIN
G
M-commerce Value Chain
CONCEPTIO
N & DESIGN
TECHNOLOG
Y
SYSTEM
INTEGRATIO
N
•
Leading Edge Technology
•
Mobile Shopping Platform
•
Cross Linking
•
Personalization
•
Multi-Level Campaigning
•
Digital Marketplace
Solutions
•
Multichannel e-Business
and m-Commerce Platforms
OPERATIONS
& HOSTING
LIVE
MANAGEMEN
T&
PARTNERIN
G
M-commerce Value Chain
CONCEPTIO
N & DESIGN
TECHNOLOG
Y
•
System Integration
into existing portals
& solutions
•
Merchant & content
integration
•
End-to-end testing
•
Porting into life
production systems
SYSTEM
INTEGRATIO
N
OPERATIONS
& HOSTING
LIVE
MANAGEMEN
T&
PARTNERIN
G
M-commerce Value Chain
CONCEPTIO
N & DESIGN
TECHNOLOG
Y
•
Housing and/or hosting
•
24/7 onsite support
•
Application monitoring
& maintenance
•
Hotline
SYSTEM
INTEGRATIO
N
OPERATION
OPERATIONS
& HOSTING
LIVE
MANAGEMEN
T&
PARTNERIN
G
M-commerce Value Chain
CONCEPTIO
N & DESIGN
TECHNOLOG
Y
•
Platform Management
•
Content- and
Merchant Partnering
SYSTEM
INTEGRATIO
N
OPERATIONS
& HOSTING
LIVE
MANAGEMEN
T&
PARTNERIN
G
Key to success
• Segmented approach
• M-commerce solutions
• Dedicated resources focusing on the m-commerce segment
• Extended marketing communication activities (BTL, events)
• Dedicated direct sales force, dealers & customer care
• Life cycle management program – dedicated retention group
Speed and data that you might want to transmit?
Services
2G
PSTN
ISDN
2G+
E-mail file
10 Kbyte
8 sec
3 sec
1 sec
0.7 sec
0.04 sec
Web Page
9 Kbyte
9 sec
3 sec
1 sec
0.8 sec
0.04sec
Text File
40 Kbyte
33 sec
11 sec
5 sec
3 sec
0.2 sec
Large Report
2 Mbyte
28 min
9 min
4 min
2 min
7 sec
Video Clip
4 Mbyte
48 min
18 min
8 min
4 min
14 sec
Film with TV
Quality
1100 hr
350 hr
104 hr
52 hr
>5hr
Source: UMTS Forum
3G
M-commerce applicatios
M – Commerce
Applications
WASP
Job Dispatch
CRM
Telemetry
Telematics
Information
Provisioning
Broking
Advertising
Music
Games
Auctions
Supply chain
Integration
Video
Shopping
Healthcare
M-payment
Banking
Ticketing
Reservations
E-bill
Security
SMS
SMS
Toolkit
1998
WAP
2000
1999
SMS
GPRS
EDGE
3G
HSDPA
2002
2004
2005
2006
PIM
Customer
care
M – Commerce
Enabling Applications
Information
Management
IM
Chat
E - mail
E-salary
UIM
Source: Durlacher, Veba
Content and applications
Entertainment
•
Music
•
Games
•
Graphics
•
Video
•
Pornography
•
Ringtone
Communications
•
Short Messaging
•
Multimedia Messaging
•
Unified Messaging
•
e-mail
•
Chatrooms
•
Video - conferencing
M- commerce
Transactions
•
Banking
•
Broking
•
Shopping
•
Auctions
•
Betting
•
Booking & reservations
•
Mobile wallet
•
Mobile purse
Source: Lehman Brothers, Forrester research, Company reports.
Information
•
News
•
City guides
•
Directory Services
•
Maps
•
Traffic and weather
•
Corporate information
•
Market data
An example – pay taxes through your mobile
Amount
Payment
Select
Administration
Confirmation
Menu
Account
Payable
Type
Transaction
Successful!
Council
tax
payment
Fees
Money
Bank
account
transfer
1Administration
new
45 taxEUR
Sending
Message
45
EUR
council
Road
tax:
45 EUR
Savings
account
Industrial
Council
tax
tax
payment
message
charged
to
Charged
to bank
Bank account
Message
Sent!
account:
Road tax
Road
Tax
Confirm?
Transaction
Tourism taxcode:
PGSM555-13652152
OK
Select
Menu
Read
Close
Select
Menu
Messages
The basic concept: a trusted client side
bank account
12345678-123456
mobile payment
instruments
SECURE
MOBILE COMMERCE
APPLICATIONS
cryptography
Our mobile commerce solution features a trusted client-side agent
that is based on a multifunctional SIM card,
mobile payment instruments and strong cryptography.
Product ideas: prepaid applications
•
PAY-AS-YOU-GO
Benefits
– no need to go buy a top-up card or
spend time online or with an IVR
call centre
Select product:
Pay As You Go
AT&T calling card
CLUB calling card
OK
LONG DISTANCE CALLING CARD
– top-up not tied to a location or
internet connection: it can now be
executed literally anytime and
anywhere
– promotes usage of service
– increases customer loyalty
– the opportunity for handling third
party prepaid applications
Product ideas: direct mobile payment
•
PERSON-TO-PERSON PAYMENT
Benefits
– saves users time and related
costs
– more flexible than check
payment
Select service:
Mobile banking
P2P
Prepaid Top-up
Utility bill payment
OK
UTILITY & CREDIT CARD BILLS
– easy, customer friendly interface
– a convenient and widely
accessible payment channel
– can also replace cash payment in
certain scenarios
Product ideas: loyalty programs
• Benefits
VENDOR PROGRAMS
– forget the bulky purse
with dozens of plastic
loyalty cards
Select scheme:
GSM premium
Bay
Sears
Shoppers Club
OK
MULTIVENDOR SCHEMES
– offer users easy local
administration of their
point balances
– automatically produces
real-time, well-organised
and personalized
marketing information for
the provider
– new, direct customer care
channel for third party
providers
Product ideas: mobile marketing
MOBILE NEWSLETTER WITH COUPONS
NEWSLETTER
New: mobile coupons
MOBILE PRODUCT PROMOTION
Select service:
Mobile newsletter
Coupons
Current promo
Store locator
Let us introduce our new mobile coupon
system that you will soon see on your
mobile handset.
Based on the
idea of paperbased sales
COUPON
OK
CELL-BASED BROADCASTING
Product ideas: mobile loyalty
BUILDING A CUSTOMER DATABASE
MULTIVENDOR SCHEMES
Select service:
Balance query
Redeem points
Help
Store locator
OK
PERSONAL MARKETING
Mineral water
10 baht
Product ideas: mobile payment
PAY-AND-PICKUP SERVICE
IN-STORE PAYMENT
Select service:
In-store payment
Pay and pickup
Online payment
Store locator
OK
ONLINE SHOPPING
More products...
MOBILE PAYMENT
PREPAID TOP-UP
MOBILE BANKING
P2P PAYMENT
Select service:
Payment
Banking
Loyalty
Content download
OK
DOWNLOADABLE GAMES
MOBILE CASINO
CINEMA TICKETS
DIRECT MERCHANTS
PARKING
MOBILE LOYALTY
TRANSPORT
... and there is more. Our
solution supports all major
mobile application areas
through a single, standardbased, open technical
platform.
Mobile Commerce
• Enable customers to conduct commerce
• using a wireless device and data connection
• that results in the transfer of value in exchange for
information, goods or services
MobileShopping service
• Enable Prepaid and Post-pay subscribers to purchase
• digital/physical goods, services
• information
from their credit-limit and topped-up fees at any merchant that is
MobileShopping system
• Based on a reselling business model
• Pannon buys the merchant product and resells it to the subscribers
• Pannon takes the invoicing over from the merchant
•
Limited number of goods and services that can be resold (due to legislations)
• Automatically activated for all Pannon subscribers
connected to the
Products and Services
Ticketing
Parking fees
On-line shopping
Small adds
Highway tickets
Gambling
MobileShopping
System
Movie tickets
Rail ticketing
News and magazine
subscription
Gifts
Books, CDs, DVDs
Prepaid topup
The MobileShopping model
1. The customer initiates the shopping
process through any of the available
shopping channels.
MobileShopping
System
2. The merchant indicates the customer’s
shopping request towards the
MobileShopping System.
WAP
Internet
5
WAP
3
SMS
5. The merchant delivers the
product or service to the
customer.
Subscriber
5
SMS
5
1
4. Once the shopping is confirmed the
MobileShopping System confirms that
to the merchant.
2
Merchant
3
3. The MobileShopping System verifies
the customer’s balance and asks for
confirming the shopping.
4
Internet
(SOAP/WS)
1
1
Typical MobilePayment services
•
Payments with remote merchants
•
Electronic bill present
•
Traditional payments – with physical presence
•
Peer to peer payments
The MobilePayment merchants’ market in Hungary
Utility
623 bill. HUF
Taxi
50 bill. HUF
Parking
16 bill. HUF
Telecomm.
400 bill. HUF
Vending m.
40 bill. HUF
Governance
15 bill. HUF
Small Shops
400 bill. HUF
Fast food
34 bill. HUF
Ticketing
15 bill. HUF
Public trans.
147 bill. HUF
L.C. airlines
25 bill. HUF
Online shops
5 bill. HUF
Restaurants
147 bill. HUF
Highway
20 bill. HUF
Online gamb.
20 bill. HUF
Motorway toll system
•
Motorway toll payment in SMS
– Based on Pannon’s MobileShopping System
– Post-pay subscribers (Credit-limit/universal balance)
– Prepaid subscribers (universal balance)
•
Valid for all Hungarian motorways
– D1 category
– Toll payment for 4 days
– Motorcycles and automobiles up to 3.5 tons, along with any trailers
•
Developments
– Weekly and monthly motorway toll payment in SMS
The MobilePayment model
2
Accepting
places
3
1
6
Subscriber
5
4
4
Bank
MobilePayment
System
7
Characteristics of Motorway toll payment
• Motorway tolls paid in SMS are equivalent to the physical
motorway-vignettes
• The service is easy to use, motorway tolls can be paid anywhere,
anytime in an SMS
• Quick, there is no need for registration or stopping the journey
• Prepaid and Post-pay Subscribers both can use the service
Customer Experience
Create
Menu
message
Create
message
+36208100000
+36208100100
Text messages
AreMessage
all1the
details
Successful
Motorway-Vignette
message
Sending
message
sentcorrect?If yes,
send
a
reply
SMS
payment!
yes number: (e.g. yes) to
ABC123
Phone
received
8100000.
Product:plate
motorway-vignette
License
number:ABC123
8100000
8100100
Price:1270Ft
Info: license p.ABC123,D1 4 days
Price:1170+100
Ft transaction fee
ÁAK zrt.
D1 4 days-Valid until: 2006.11.03 23:59
Identifier:1234567890123
ÁAK zRt.
Menu
Select
Close
Ok
Reply
Show
Menu
A foreign example - Austria
Client-side roadmap
SIM card
SIM card
Handset
SIM card
SIM card
key management
digital signature
SIM Tool Kit applications
Handset
Java- or Smartphone
based applications
Technology
rich functionality on handset
cross content payment
platform
GPRS, Bluetooth, 3G+
Handset
Service Components on Client Side
Digital Rights Management
key management
digital signature
limited display
functionality
Technology
basic mobile applications
mobile payment
SMS
Present
Future
Thank you for your attention
Pál Miletics, Head of Connected Objects
[email protected]
+36 20 9303926
Pannon GSM Plc.