EMOBILE: the mobile broadband revolutionist - Huawei

More documents

Recommendations

Info

services. By and large, they are too big and slow on the uptake, not able to move as quickly as the small and lean development companies. Cooperation is their only option if they want to thrive in this ever changing and progressive environment. How can an elephant dance? Based on the advantages and disadvantages of operators and the characteristics of Internet services, mobile Internet services can be divided into two segments: Internet extension and mobile centric. Internet extension is influenced by the traditional Internet. Mobile centric refers to applications closely aligned with mobile services or applications with more mobile characteristics due to terminal factors. “Borrow a hen that lays golden eggs” For mobile operators, Internet extension services, such as search engines, do not offer much room to grow for operators as major players like Google, Yahoo, Baidu, etc. have the lion’s share of traffic. Cooperation is probably the best option. Google, Yahoo, MySpace and YouTube first generated their immense following with fixed Internet, and have now entered the mobile arena in cooperation with operators. In 2007, Vodafone worked with Yahoo to launch mobile advertising, and worked with MySpace to launch MySpace mobile social networking. In 2008, Verizon worked with YouTube to provide mobile YouTube. In similar cooperative cases, operators have increased network traffic and the resulting revenues with help from the big names of the Internet. Once wireless bandwidth is broadened with OFDM, MIMO and other technologies, both mobile and fixed Internet will share the same destiny. Bandwidth is used up by Internet applications, and operators turn to being data pipes. For mobile centric services, such as location based service (LBS), games and video, operators have relative advantages and can combine their understanding of user locations and applications. Operators can easily identify the location of a user through GPS and base station positioning, while subscriber privacy is ensured and operators can reach subscribers with SMS, voice or other approaches at any time. Currently, location is a key advantage for operators, and will be one of the core components of competitiveness in the mobile Internet era. This is why among the 10 top software applications of Google’s Android, nearly half are related to location. Dancing with the Internet If operators are not able to compete with the Internet giants, they can help them to offer better services. Take the content delivery network (CDN) for instance. Because more and more video websites desire to improve user access experiences, they need to have servers and mirrors at various network nodes, to allow visitors from different regions to have smoothly streaming videos. ChinaCache is such a company and to whom Tudou.com pays over 50% of its costs. On the mobile Internet, there are still remarkable overlaps between telecom networks and the Internet. To remedy the situation, mobile operators can take following measures: Terminal adaptation: Compared with the standard structure of PCs, handset terminals differ significantly from each other in hardware, operating system, etc. Operators may provide adaptation at the network side to reduce the immense costs of application developers for terminal adaptation. Data mining/differentiated operations: Operators have a large base of subscribers. For example, China Mobile has over 400 million subscribers. Through data mining, the operators can know subscriber information, such as age, voice bills, occupation, income, etc., to better understand users and identify smaller market segments. In the future, operators may become intermediary service companies operating with subscriber data, which lays the foundation for targeted advertising. Opening telecom capabilities: This is also known as mashup. A mashup is a web application done by access to open application programming interfaces (APIs) through HTTP. Mashups are for developers and presented as Widgets to users. A mashup is an interesting new type of application, similar to the API of computer operating systems. EVDB for example, provides a database of events calendar. It opens the database, and a developer can develop new applications based on the web API, such as an agenda for reminders or where you should go at a given time. Google releases map data on the web, and craigslist.org, the classified ads site gives the link to Google Maps so real estate for sale can be easily located. Housingmaps.com was born in this same manner. Some operators have indeed noticed and opened up to application developers for serving as the API of the telecom network. For instance, British Telecom (BT) offers the “I’m Hungry” service. BT gives the location information of subscribers to the application developers and their applications help subscribers to find the nearest restaurants and book seats by either voice calls or SMS. Editor: Chen Yuhong chyhong@huawei.com 17 Win-Win / FEB 2009
Tao of Business Inspiration from Internet business models Internet reinforces its leading position with a growing penetration rate and fast-increasing user base. Can telecom operators transplant the Internet-related technologies and successful business models, so as to find a new profit stream? By Chen Fudong Land of opportunity or a black hole? As is known to all, the predecessor of the global Internet was the Advanced Research Projects Agency Network (ARPANET) developed by the United States Department of Defense in 1969. In1990, the hyper text protocols of Tim Berners-Lee and Robert Cailliau allowed the technology and application to swiftly morph into the world wide web of today. In less than 40 years, the Internet has grown from the original four nodes to around 400 million nodes, with over a billion users. This can be attributed to the web breaking out of the circle of science and research and being easily accessible to ordinary users and geeks alike. Along with constant expansion, network performance has also consistently improved through software hardening (which uses hardware devices to replace software modules for packet forwarding). A number of new stars have been born. We can see the shining stars as well as the dark side in the course of Internet innovation. In reality, there are far more losers than winners. Microsoft is a vivid example. They have invested heavily in Internet services including: Internet Explorer, MSN, Hotmail, MSNM, Live, Space, and Facebook among others. Their assets span the industrial chain upstream and downstream, from television (MSNBC) to consumer electronics (Xbox 360). Nevertheless, the return on the Internet investment is nothing to crow about. It is obvious that, even for Microsoft it is difficult to succeed in the Internet. Transitions of Internet business models The earliest mass commercialization was the ISP era represented by AOL, and the business model was to bill dialup subscribers by usage or by the hour. Later, the Internet entered the portal era as represented by Yahoo!, and it gained revenues from display ads based on the number of clicks and views by users. The value of an ad depended on the popularity or amount of traffic on the site. Then Google exploded onto the scene and led the search engine era and the successful model became targeted advertising. The value of this type of advertising lies in accurately steering the user to commercial sites he/ she might have interest in making purchase forms. The current era is represented by social networking sites such as Facebook and the business model shifts to recommended advertising. The value lies in word of mouth marketing, also known as viral marketing. The commercialization process progresses with how well the Internet understands people. In the era of the portals around 2000, subscribers were just contributors of traffic. A popular saying was, “On the Internet, nobody knows you’re a dog”. The era of search, however, was focused on FEB 2009 / Win-Win 18
Page 1 and 2: Voice from Operators Perspective Ta
Page 3 and 4: 02/09 Initial issue Editorial Spons
Page 5 and 6: Tao of Business 25 AIS keeps Thaila
Page 7 and 8: Bharti Airtel is on a journey of ex
Page 9 and 10: managed services managed by vendors
Page 11 and 12: We also focus on new business oppor
Page 13 and 14: EMOBILE the mobile broadband revolu
Page 15 and 16: Now aided by very small, briefcase-
Page 17 and 18: Perspective Huawei Views on Future
Page 19 and 20: equire broad geographic coverage. W
Page 21: interesting video content on the In
Page 25 and 26: The entire network solution is not
Page 27 and 28: In recent years, governments around
Page 29 and 30: ackyard,” one engineer said. Just
Page 31 and 32: As the largest and leading mobile o
Page 33 and 34: PCCW builds a CDMA broadband bridge
Page 35 and 36: generation BTS. Based on advanced p
Page 37 and 38: Managing the largest network expans
Page 39 and 40: and downlink. To remedy the situati
Page 41 and 42: In Paris, London, Belgium, and even
Page 43 and 44: England, France, and Spain). The ol
Page 45 and 46: Few people are familiar with China
Page 47 and 48: MegaFon transforms and prepares for
Page 49 and 50: network resources must be maximized
Page 51 and 52: MANIA In April 2008, Vodafone Roman
Page 53: Reach for the sky and transform you

EMOBILE: the mobile broadband revolutionist - Huawei

Create successful ePaper yourself

Delete template?

Save as template?