Transcript Mobile Entertainment Technologies and Market Analysis

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)
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Voice transmission
Message services
Basic data communication e.g. fax
Data services
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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
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SM-SC
GMSC
IWMSC
MSC
MO: MS  MSC  IWMSC  SMSC MS
MT: MS  SMSC  GMSC  MSC  MS
MS
SMS (cont.)
General SMS Features
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Concatenation
Compression
Binary message
Encryption & security
Billing
Different alphabets
support
Applications
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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
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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
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News
Weather reports
Financial market information
Sports
M-commerce
Location-based servies
Entetainment services
Multimedai services
WAP Usability Analysis
Cons
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Pros
User interface remain
tedious and difficult
Limited browsing
capabilities
Connection failures
Services quality
depends on bearers
Unpredictable
performance
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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
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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
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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
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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
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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
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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!