Mobile Service Delivery - the foundation for long term mobile revenues

SUMMARY

The future of mobile networks is dependent on achieving a rapid proliferation of services, applications and content. All levels of developers from all types of companies will be needed to contribute to ensure a sufficiently rich mobile services community. Too few or limited services will fail to generate the levels of interest and end user adoption required to sustain growth for service providers and operators.

New mobile services can and have been rapidly built on existing platforms for tactical revenue generation, but these are typically tied to a single operator and lack flexibility for future evolution. To provide an environment where individuals and companies can create new services, there needs to be a consistent framework with defined interfaces and containment of complexity. This will require thought, investment and partnership.

This report will detail a generic model for mobile service delivery, and highlight the sort of infrastructure and tools that are required to deliver and manage services to mobile devices. It will include the strategies and offerings of the major players and how they fit together.

TABLE OF CONTENTS

Contents

1. Executive Summary and Introduction

• Executive Summary 3
• Introduction 5
  • Background information 5
• Report Structure 7
  • Bloor Research Reports. 8
  • Acknowledgements. 8

2. When worlds collide

• Introduction 11
  • Standards 12
  • Market culture 13

3. Operator-specific challenges

• Control 17
• Investment and return. 18
• Subscriber churn and revenue per user 19
• Horizontal scale for application variety . 21
• Vertical scale for number of users 22
• Infrastructure 22

4. Content creation and provision

• Abstraction 27
• Differentiation 28
• Support-content support 28
• Channel-route to market 29
• Visibility-raising profile. . 29
• Revenue models 30

5. The needs of subscribers

• Util ity . 33
• Worth 33
• Simplicity. 34
• Substitution 34
• Community34
• Mobility 34
• Implications for content 35

6. Defining a Mobile Service Delivery Platform

• Why a Service Delivery Platform? 39
  • What challenges and opportunities will it bring? 39
  • Anatomy of a service delivery platform. 40
  • Architecture 41
  • The 8 layers in the model for service delivery. . 41

7. The products in depth

• The Products in Depth 47
• Autodesk LocationLogic scores48
• Bango.net Mo bile Plat form scores 49
• Cognima Rep li cate scores 50
• elata senses scores 51
• Openwave Down load Man ager scores52
• Openwave Lo ca tion Man ager & Stu dio scores . 53
• PocketThis AMO Cen tre scores54
• Sun Java Sys tem Con tent De liv ery Server scores. 55
• Volantis Ser vice De liv ery So lu tions scores 56
• Autodesk LocationLogic 57
  • Fast facts 57
  • Key findings . 57
  • The bottom line 58
  • Vendor Information 59
  • Background information 59
  • Product availability 59
  • Additional related products 60
  • Financial results 60
  • Product description 61
  • Introduction 61
  • Architecture 61
  • Application deployment 62
  • Location content management 62
  • Location services 63
  • Location interface. 66
  • Business terms 67
  • Standards 67
  • Technology partnerships 67
  • Service & support 67
  • Summary. 68
• Bango.net Mobile Platform 70
  • Fast facts 70
  • Key findings 70
  • The bottom line 70
  • Vendor Information 72
  • Background information 72
  • Product availability 72
  • Financial status 72
  • Product description . 73
  • Introduction 73
  • Architecture 73
  • User identity database 73
  • Resolution Engine. 73
  • Bango Number Database 74
  • Bango Numbers 74
  • Content promotion 75
  • Access methods75
  • Restricting access to content 76
  • Payment options 76
  • Content Provider charging 77
  • Content Provider revenue tracking. 78
  • Personalisation?ango Fingerprint 78
  • Licensing 79
  • Standards 80
  • Service & support 80
  • Product futures 80
  • Summary. 81
• Cognima Replicate 82
  • Fast facts 82
  • Key findings 82
  • The bottom line 82
  • Vendor Information 84
  • Background information 84
  • Prod uct avail abil ity & sup port com mit ment. 84
  • Financial results 84
  • Product description . 86
  • Architecture 86
  • Operation 86
  • Replication scenarios 87
  • Standards 88
  • Licensing 88
  • Technology partnerships 88
  • Service & support 89
  • Product futures 89
  • Summary. 90
• elata senses 92
  • Fast facts 92
  • Key findings 92
  • The bottom line 93
  • Vendor Information 94
  • Background information 94
  • Product availability 94
  • Financial results 94
  • Product description 96
  • Introduction 96
  • Architecture 96
  • Content lifecycle 96
  • Management 97
  • Channel management 99
  • Marketing101
  • Integration 102
  • Licensing 103
  • Standards 103
  • Tech nol ogy part ner ships. 103
  • Product futures 103
  • Summary 103
• Openwave Download Manager 105
  • Fast facts 105
  • Key findings. 105
  • The bottom line 106
  • Vendor Information 107
  • Background information 107
  • Product availability & support commitment . 107
  • Financial results 107
  • Product description 109
  • Introduction 109
  • Content lifecycle. 109
  • System management and roles112
  • Channel management113
  • External integration 116
  • Licensing 117
  • Standards 118
  • Technology partnerships. 118
  • Service & support . 119
  • Product futures 119
  • Summary 119
• Openwave Location Manager and Location Studio 121
  • Fast facts 121
  • Key findings. 121
  • The bottom line 122
  • Vendor Information 123
  • Background information 123
  • Product availability & related products 123
  • Financial results 124
  • Product description 125
  • Introduction 125
  • Location Manager125
  • Location Studio 128
  • Licensing 132
  • Standards 132
  • Technology partnerships. 132
  • Service & support . 133
  • Summary 133
• PocketThis AMO Centre 135
  • Fast facts 135
  • Key findings. 135
  • The bottom line 136
  • Vendor Information 137
  • Background information 137
  • Product availability 137
  • Financial Status 138
  • Product description 139
  • Introduction 139
  • Mo bi lis ing con tent and op er a tor pock ets . 139
  • Usage 140
  • Architecture 140
  • AMO Gateway 140
  • AMO Store 141
  • AMO Action Server 142
  • AMO Reporting and Analysis 142
  • Administration and security 142
  • Licensing 143
  • Standards 143
  • Technology partnerships. 143
  • Product futures 143
  • Summary 143
• Sun Java System Content Delivery Server145
  • Fast facts 145
  • Key findings. 145
  • The bottom line 146
  • Vendor Information 147
  • Background information 147
  • Prod uct avail abil ity & sup port com mit ment 147
  • Financial results 147
  • Product description 149
  • Introduction 149
  • Architecture 149
  • Content lifecycle. 150
  • User management151
  • Device management. 152
  • Channel management153
  • Marketing and promotion 155
  • Technology partnerships. 156
  • Licensing 158
  • Service & support . 158
  • Standards 158
  • Product futures 159
  • Summary 159
• Volantis Service Delivery Solutions for Content Providers and Operators161
  • Fast facts 161
  • Key findings. 161
  • The bottom line 162
  • Vendor Information 163
  • Background information 163
  • Product availability 163
  • Financial status 164
  • Product description 165
  • Introduction 165
  • Content aggregation 165
  • User experience management 166
  • Device rendering 167
  • Operator use 168
  • Content Provider use 168
  • Licensing 169
  • Standards 169
  • Technology partnerships. 169
  • Service & support . 170
  • Summary 170

8. Conclusions

• Conclusions 175
• About Rob Bamforth 177

9. Index

• Index pages 181
• Copyright & Disclaimer. 183