Transcript Mobile and Wireless Applications: Design and Integration

Mobile and Wireless Applications:
Design and Integration in the U.S.
Les Wanninger
Carlson School of Management
University of Minnesota
Jyväskylän Yliopisto
Summer School
August, 2001
©LAWanninger 2001
Mobile and Wireless Applications:
U.S. Opportunity and Challenges
• SMS Text Messaging is a “killer app” for MW
• Tremendous U.S. opportunities in adopting
successful SMS and i-Mode applications
• Focus on existing companies adding WM Channels
• 3G is long term
• SMS Text Messaging and i-Mode Application
Categories
• Text messages for social and entertainment
• Personal and business communications
• e- or m-Commerce communication channels
• m-Payments and billing
• SMS and i-Mode application platforms
©LAWanninger 2001
U.S. MW Applications – Current Status
• U.S. using e-mail based forms of text messaging
• “Wireless Internet” applications
• Extension of Internet and e-Commerce experience
• Some of the issues
• Bandwidth, standards, devices – immature
• Carrier competition and interoperability
• Latency of e-mail based messaging
• Hype of MW
• Crash of dot-coms
• Always looking for the “killer app” – which is only
evident after-the-fact
©LAWanninger 2001
The Global SMS Market
•Messages sent worldwide
1999 5 Billion
2000 100 Billion
•Global revenues from text messages & simple information
services:
2000 $13bn*
2004 $47bn*
•Biggest market will continue to be Europe
• SMS messages have exceeded the internet’s killer
application, e-mail by more than double!
• Mobile has found its killer application… SMS!
*Source: Ovum
©LAWanninger 2001
US Perspective on Design and Integration
of WM Applications
• Focus on existing companies adding WM Channels
• Issues – technology, infrastructure, cultural,
interoperability across service providers and geographies
• Areas of required integration
• Legacy systems
• Business processes
• Technical –
• Wireless - Internet, SMS, WAP, GSM, GPRS, 3G, CDMA,
TDMA, iDen, Bluetooth, …..
• Mobile Devices – Cell phone, SIM, PDAs, Laptops, …
• Mobile Devices as New Media
• User Interface options and design factors
• Platform options
• SMS, WAP, Web, TETRA, ……
• Development tool options
©LAWanninger 2001
Catalog Industry Metaphor:
Electronic Servicescapes
Advertising, sales,
brokers, bricks:
Communication
to the Customer
Customer
Relationship
Management
Marketing: Define
Target Markets,
Products,
Channels
Information
Systems,
Analytical
Tools,
Customer &
Operations
Databases
Electronic
Servicescape
Customers
&
Suppliers
©LAWanninger 2001
Receive
Order,
Assemble,
Pack,
Deliver
Returns
&
Customer
Service
Order
Fulfillment
Accounting,
Invoicing,
Payables,
Receivables
Production,
Inventory
Management
Procurement,
Suppliers
Payment
Processes
•Web Browser
•Mobile and Wireless
EMPS : Electronic Mobile Payment System
Instead of all these...
Debit/Credit cards
…THIS!
All cards in one chip inside your WAP-phone
Loyalty cards
Access codes to net-bank
SIM
EMV
Debit-/Credit card, bank log-on,
club membership,
application downloading, etc.
©LAWanninger 2001
The Enterprise Challenge
Enterprise
Mobile
Interface
Carriers
Protocols
Devices
NeoPoint
Qualcomm
Audiovox
Motorola
TouchPoint
CDMA
(Sprint,
Verzion)
HDML 3.0
TDMA
(AT&T)
HDML 3.0
Ericsson
iDEN
(Nextel
HDML 3.0
Motorola
eBiz
WML 1.1
Mitsubishi
HDML 2.0
FSA
CDPD
(AT&T)
iMode
DoCoMo)
eHTML
GSM
(Voice Stream &
Worldwide
Mobitext
(Bell South)
Palm.Net
(Bell South)
WML 1.1
Samsung
Ericsson
Mitsubishi
Motorola
Samsung
Sanyo
Alcatel
Ericsson
Motorola
Samsung
Nokia
RIM
CRM
SFA
Sales
Phone
Service
ERP
PM
Executive
Pager
KM
PDA
SCM
Content
Email
Other…
Voice
WML 1.1
WML 1.2
HTML
HTML
Palm VII
CDPD
(AT&T)
HTML
Palm !!! & V
PcketPC
All Telcos
WML 1.1
Future…
Source: META Group Inc.
©LAWanninger 2001
WML 1.1
VoiceXML
Standard IVR
Voice Browser
VoxML
V.V.S.
SMS in Use
• Text Messaging - communications application
• Contrast SMS with Instant Messaging, Chat, Internet forms,
etc.
• Text Messaging - value added services
• Sonera m-broadcast of Sydney Olympic results, $3
• Sonera ZED
• Platform for applications that communicate with text
• Nordea, Yomi examples
• M-Payments
• Simple, intuitive, familiar phone interface
• Keyboard not a significant limitation for entering text
• (QWERTY is not intuitive)
• GSM bandwidth not a limitation for text messaging
• GPRS is here
• Display screen not a limitation for text messaging
©LAWanninger 2001
Cell Phone – How it Works
• Phone has hardware-based, multitasking operating
system and some writable memory
• Op System sorts and then processes incoming
signals (from wireless service provider)
• SMS or WAP Tone
• SMS or WAP Icon or other picture
• SMS or WAP text message
• Voice
• Data
• Op System processes outgoing signals (keypad, SIM
card, voice and data)
• SIM card provides memory and processing capability
Service provider information, security
©LAWanninger 2001
Phone Data Entry
©LAWanninger 2001
SIM Card
• Current - telecomm operator specific
• SIM Tool Kit
• Future –Smart Card, programmable via application
developer
• “Smart mobile clients”
• Organizations control applications and revenue
from them
• Analogy: Mainframe to PC applications
©LAWanninger 2001
SMS as Application Platform
• Jups to describe in detail
• SMS Server – analogous to Web server
• GSM Phone operating system
• Currently analogous to Web browser
• SIM cards
• Operator specific – therefore differ
• Different capabilities to process, store and display
• Mobile phones and other devices
• Different operating systems
• Different capabilities to process and display nontext components of text messages
©LAWanninger 2001
Schematic:
Web Browsers, Servers, & Internet Addresses
1. Local Browser @ Address “B”
requests document “C.htm” from Server at Address “A”
http://A/C.htm/
Server @ “A”
Internet
Local Browser @ B”
2. Server @ “A” Sends file “C.htm” to Browser “B” through Internet
3. Browser @ “B” Reads and displays C.htm text file
©LAWanninger 2001
SMS Platform Analogy to
Web Browsers, Servers, & Internet Addresses
1. Individual @ Mobile # “B”
• Sends SMS message “C” through SMSC to Server at Mobile # “A”
SMS Server
@ “A”
GSM Network
Person @ Mobile # B”
2. SMS Server @ “A”
• Processes message “C” and prepares response message “D”
• Sends message response “D” to Individual “B” through Network
3. Phone Op System @ “B” Reads and displays message “D”
©LAWanninger 2001
EMPS : Electronic Mobile Payment System
Instead of all these...
Debit/Credit cards
…THIS!
All cards in one chip inside your WAP-phone
Loyalty cards
Access codes to net-bank
SIM
EMV
Debit-/Credit card, bank log-on,
club membership,
application downloading, etc.
©LAWanninger 2001
Designing MW Applications
•
Process
• Iterative
1. Business Case
2. Requirements
• (Prototyping)
3. Design
4. Development
5. Testing and QA
6. Pilot
7. Implementation
8. QA and continuous improvement
©LAWanninger 2001
Person – to – Person Messaging:
Same Carrier
Person A,
Mobile # A
GSM
Network
Sonera
SMSC,
Service
Center # C
©LAWanninger 2001
Person B,
Mobile # B
Person – to – Person Messaging:
Different Carriers
Person A,
Mobile # A
Sonera
SMSC,
Service
Center # C
©LAWanninger 2001
GSM
Network
Person B,
Mobile # B
Radiolinja
SMSC,
Service
Center # D
Many Persons – to – Business Messaging:
Many Carriers
GSM
Network
Person A,
Mobile # A
Sonera
SMSC, Service
Center # C
Person B,
Mobile # B
Radiolinja
SMSC, Service
Center # D
Company or ASP
SMS Server, # E
Content Provider
©LAWanninger 2001
Operations
Database
Design the EMPS Application
©LAWanninger 2001
Intercarrier SMS Routing
• One basic difficulty in developing SMS based services is
the variety of protocols used in SMS Centers (SMSC).
• The European Telecommunication Standards Institute
(ETSI) has approved four SMSC protocols, each of which
has a slightly different functionality and quite different
character conversions:
• SMPP (by Logica)
• CIMD (by Nokia)
• UCP/EMI (by CMG)
• SMS2000 (by SEMA)
• Another difficulty is that most U.S. carriers use
protocols other than GSM (CMDA, TMDA, Analog, iDen)
• Not all U.S. carriers have SMSCs and/or do not offer
direct high speed connections
©LAWanninger 2001
SMS Message Routing - Present
• At present, any SMS message sent between two cell
phones within the same carrier network is merely
routed through the carrier’s network in the carrier’s
SMS format (i.e., SMPP).
• In contrast, when an SMS message is sent to a cell
phone in a different carrier network, the message is
presently switched to SMTP (Simple Mail Transfer
Protocol) and routed through the Internet to the other
carrier who in turn switches the message from SMTP
to their SMS format and routes the SMS message to
the target phone.
• SMTP is a protocol for sending e-mail messages
between servers. Most e-mail systems that send mail
over the Internet use SMTP to send messages from
one server to another. SMTP is also generally used to
send messages from a mail client to a mail server.
©LAWanninger 2001
Current U.S. Inter-Carrier SMS Routing Method
©LAWanninger 2001
Current U.S. Inter-Carrier SMS Routing Method
• The previous figure is a scenario in which Cellular
Operator “A” uses SMPP for SMS messaging and
Cellular Operator “B” uses CIMD for SMS messaging.
• SMTP is a protocol for sending e-mail messages
between servers. Most e-mail systems that send mail
over the Internet use SMTP to send messages from
one server to another. SMTP is also generally used to
send messages from a mail client to a mail server.
©LAWanninger 2001
Implications of 2.5G and 3G
for U.S. Intercarrier message routing
• In the case where a carrier’s 2G network and 2.5G
network reside on the same physical network (i.e., a
card swap is all that is required to upgrade the
network), the SMS routing is largely unaffected.
• In the case; however, where a carrier’s 2G network
and 2.5G network reside on different physical
networks, the carrier must have an internal routing
capability to switch SMS messages between the 2G
and 2.5G networks.
In this latter scenario, all
messages remain in the single SMS format used by
the carrier.
• The same scenarios will apply when upgrading from
2.5G to 3G.
©LAWanninger 2001
Integration between email and SMS – Unisys OMIS
©LAWanninger 2001
Content – how about SMS???
Architecture – Web-SMS flow (Unisys Mobile Business Group)
5. SMS message
with requested
content arrives
on callers mobile
SMS
smsc
IVR
4. Content delivered
to the SMSC
web-sms
rex
mip
©LAWanninger 2001
1. Call comes into Web-SMS
2. Web-SMS sends a command to REX, which is client to
Web-SMS, to fetch content in real time from the MIP
3. Content fetched from the MIP through an HTTP connection in HTML
format. REX converts the content into an SMS message
AS EUROPE ZOOMS AHEAD, U.S. FIDDLES WITH FORMATS
(New York Times 07/27/99)
• Wireless service providers in Europe are pulling ahead of
U.S. carriers in developing wireless data services.
• European carriers plan to take advantage of faster Web
transmission technology and general packet radio service
(GPRS) to deliver the services.
• GPRS, which will be available next year, will support
transmission speeds fast enough to browse the Internet in
full color. Users will also be able to use GPRS to stay
connected to the Internet for an entire day. In offering
GPRS, carriers will be able to charge subscribers based on
the amount of data transmitted, rather than by the minute.
• While industry players in the U.S. are also pursuing
wireless data, the market has been stymied by a lack of
standards and carriers' differing opinions over which
3G technology should be adopted.
• Europe's adoption of a single standard has helped
carriers offer built-in paging and messaging functions
years before such features were launched in the U.S.
©LAWanninger 2001
Design the application infrastructure for
SMS Messages across Carriers in the U.S.
©LAWanninger 2001
The Giga View
High-Speed Wireless Data:
What, When and Where?
Weston Henderek
Industry Analyst
June 18, 2001
Call in at 8:55 EDT
(1) (973) 321-1020
Password: ????
©LAWanninger 2001
VoiceStream/AT&T Wireless/Nextel
Upgradability to 3G
10
VoiceStream
AT&T
Total Coverage
8
International
Roaming Coverage
6
Nextel
4
2
Scores:
10 = Best ever
Prices
0
International
Partnerships
7 = Mature
5 = Viable
3 = Immature
Corporate
Discounts
Internet
Commerce
Support
Bundled Wireline
Discounts
©LAWanninger 2001
Sprint PCS/Verizon Wireless
Upgradability to 3G
10
Sprint
Verizon
Total
Coverage
8
International
Roaming Coverage
6
4
2
Scores:
10 = Best ever
Prices
0
International
Partnerships
7 = Mature
5 = Viable
3 = Immature
Internet
Commerce
Support
Corporate
Discounts
Bundled Wireline
Discounts
©LAWanninger 2001
The Wireless Protocol Hurdle Race
2005
2003
Euro-GSM
CDMA
2001
TDMA
iDEN
GPRS
EDGE
UMTS
©LAWanninger 2001
By 2006, Wireless Standards Will Converge
3G
2001
WCDMA
2002
2003
2004
2005
2006
cdma2000
©LAWanninger 2001
US Wireless Carrier Data Road Map
Carrier
Today
CDMA
(Sprint PCS
and Verizon)
14.4Kbps
CDMA
data
AT&T
Wireless
2002
2003
2004
Late year
CDMA 2000
1X 144Kbps
CDMA 2000
1X 144Kbps
CDMA
2000 1X
Plus 300500Kbps
CDMA
2000
1Xtreme
5.2Mbps
1Xtreme
5.2Mbps
UMTS
19.2Kbps
CDPD
data
GSM/GPRS
115Kbps
data (limited
availability)
GSM/GPRS
115Kbps
service
(better
availability)
EDGE
384Kbps
EDGE
384Kbps
WCDMA
2Mbps
UMTS
GSM
(Cingular and
VoiceStream)
9.6Kbps
GSM data
Midyear
114Kbps
GPRS
Late year
EDGE
384Kbps
EDGE
384Kbps
WCDMA
2Mbps
UMTS
WCDMA
2Mbps
UMTS
Nextel
9.6Kbps
iDEN data
56Kbps iDEN
data service
56Kbps
iDEN data
service
EDGE
384Kbps
EDGE 384
Kbps
Possible
UMTS
©LAWanninger 2001
2001
2005
Incompatible Technologies and Spectrum Shortage
Will Delay US Migration to 3G
Carrier
Q4
2001
Q4
2002
Q4
2003
Q4
2004
cdma1xRTT
Enhanced
384-512K
cdmaHDR
384K -1.5M
Q4
2005
Q4
2006
Sprint PCS
and
Verizon
cdma1xRTT
56-144K
AT&T
Wireless
and
Cingular
GSM-GPRS
56-114K
GSMGPRS
114-170K
GSM-EDGE
256-384K
WCDMA
384768K
WCDMA/
UMTS
768K - > 2M
VoiceStream
GSM-GPRS
56-114K
GSMGPRS
114-170K
GSM-EDGE
256-384K
WCDMA
384768K
WCDMA/
UMTS
768K - > 2M
Nextel
iDEN
40-56K
iDENGPRS
56-114K
iDEN-GPRS
114-170K
©LAWanninger 2001
iDENEDGE
256-384K
cmda2000
1Xtreme
1-5.2Mbps
Incompatible Technologies and Spectrum Shortage
Will Delay US Migration to 3G (Cont.)
Carrier
Q4
2001
Q4
2002
Q4
2003
Q4
2004
cdma1xRTT
Enhanced
384-512K
cdmaHDR
384K -1.5M
Q4
2005
Q4
2006
Sprint PCS
and
Verizon
cdma1xRTT
56-144K
AT&T
Wireless
and
Cingular
GSM-GPRS
56-114K
GSMGPRS
114-170K
GSM-EDGE
256-384K
WCDMA
384768K
WCDMA/
UMTS
768K - > 2M
VoiceStream
GSM-GPRS
GSMGPRS
114-170K
GSM-EDGE
256-384K
WCDMA
384768K
WCDMA/
UMTS
768K - > 2M
iDENGPRS
56-114K
iDEN-GPRS
114-170K
TDMA to 56-114K
GSM
transition issues will
cause major coverage
Nextel
iDEN for
and service issues
corporate 40-56K
users.
©LAWanninger 2001
iDENEDGE
256-384K
cmda2000
1Xtreme
1-5.2Mbps
Incompatible Technologies and Spectrum Shortage
Will Delay US Migration to 3G (Cont.)
Carrier
Q4
2001
Q4
2002
Sprint PCS
cdma1xRTT
and
56-144K
Network upgrade
Verizon
times will not be
reflective of GSM-GPRS
actual
AT&T
coverage.
Wireless
56-114K
and
Cingular
VoiceStream
GSM-GPRS
TDMA to 56-114K
GSM
transition issues will
cause major coverage
Nextel
iDEN for
and service issues
corporate 40-56K
users.
©LAWanninger 2001
Q4
2003
Q4
2004
cdma1xRTT
Enhanced
384-512K
cdmaHDR
384K -1.5M
Q4
2005
Q4
2006
cmda2000
1Xtreme
1-5.2Mbps
GSMGPRS
114-170K
GSM-EDGE
256-384K
WCDMA
384768K
WCDMA/
UMTS
768K - > 2M
GSMGPRS
114-170K
GSM-EDGE
256-384K
WCDMA
384768K
WCDMA/
UMTS
768K - > 2M
iDENGPRS
56-114K
iDEN-GPRS
114-170K
iDENEDGE
256-384K
Incompatible Technologies and Spectrum Shortage
Will Delay US Migration to 3G (Cont.)
Carrier
Q4
2001
Q4
2002
Sprint PCS
cdma1xRTT
and
56-144K
Network upgrade
Verizon
times will not be
reflective of GSM-GPRS
actual
AT&T
coverage.
Wireless
56-114K
and
Cingular
VoiceStream
GSM-GPRS
TDMA to 56-114K
GSM
transition issues will
cause major coverage
Nextel
iDEN for
and service issues
corporate 40-56K
users.
©LAWanninger 2001
Q4
2003
Q4
2004
Q4
2005
cdma1xRTT cdmaHDR
Enhanced
384K -1.5M
Lack of
384-512K
GSMGPRS
114-170K
GSMGPRS
114-170K
iDENGPRS
56-114K
multimode 3G
GSM-EDGE
phones will
256-384K
prevent
interoperable
global 3G
standards.
GSM-EDGE
Multinational
256-384K
companies
need to plan
iDEN-GPRS
iDENaround this
114-170Kissue.EDGE
256-384K
Q4
2006
cmda2000
1Xtreme
1-5.2Mbps
WCDMA
384768K
WCDMA/
UMTS
768K - > 2M
WCDMA
384768K
WCDMA/
UMTS
768K - > 2M
Trends in Wireless Technologies and Services
• Vendors will make big promises to promote early
adoption.
• Corporate use will shape demand for wireless data.
• Mobile IP adoption will vary across geographies.
• Users will opt for “always-on” or international
roaming.
• 3G wireless technologies will converge around two
standards.
©LAWanninger 2001
Giga Recommendations
• Don’t expect 3G data rates before 2006.
• Opt for short-term contracts and centralized
procurement.
• Plan to support at least two types of wireless
devices.
©LAWanninger 2001