Transcript No Slide Title

WP7 Activity 2
D17 Analysis of the Market for
Multiple Standard Wireless
Communications
Summary
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Processes and environment of uptake
 Build on analysis of D12
 Focus on multi-standard devices and
convergence manager
 Pathways to multi-standard and simultaneous
use
 Implementation and use of wireless today
 Trends in multi-standard devices and key trends
in supply and demand
 Public and private WLAN
 Mobile applications and IT Services
 Business case for CM
 Discussion
D12 recall
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Convergence analysis
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Interoperability: always best connected
Interconnection: always most profitable
Wireless World
Ubiquitous computing
Personal device
Many ways to convergence or not
Two Models: Rich Voice Plus v Mobile Internet
Saturation of simple communications market
Cost reduction and control
Role of new players in development of next
level of telecommunications application and
business e.g. MVNOs
Current uses
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Public WLAN business
Users of 3G phones
Use of MMS
Uptake of current applications
Education
Construction
Operators and vendors investments
New applications of wireless: IT Services
Current Market Trends
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Saturation of 2G voice market
Business new key market
Roll out of 3G
Broadband Internet - wireless tails
Regulation of wholesale
WLAN to telcoms and locations - too cheap!
Private WLAN systems for voice and data
Dual standard systems on market, handover and
switching: handsets and laptops.
New spectrum for BWA
Fixed-Mobile Convergence
VoIP
IT Services - what is role of operators?
Mobile Music
Instant/Unified Messaging - peer to peer
Public WLAN market
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Studied the strategy of one PWLAN firm
Study of management and end users in café
chain
Nearly free business model
Interviews with other actors
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Great deal of hype.
Important in some venues - captive audience
Hotspot network key part of business mobile package
White label access
Value added service in semi public locations
Too many people give it away
Data +VoIP
M-Education
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Possible key market on social agenda
 Strong youth, internet, and wireless factors
 Still low uptake of WiFi and laptops
 Institution, supplier and government
encouragement
 Problems of reliability and security of devices
 Cost of data access on cellular too high
 Peripatetic but not mobile
 Life Long learning, distance learning benefit
from flexible use, and multimedia
communications
Business case for different
locations of convergence manager
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Spot market
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MVNO case
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User has several subscriptions, pays network based
player to help manage connections
Difficult to see market
Manage network traffic for QoS or cost
Established NO or strong IT services brand
Can be closer to applications than NO
Cost of equipment, and network
Restricted access to key network information
Already competitive market unless key value added
MNO Multi-network operator
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Manage network traffic for QoS, or, load
Manage at base station
Build strong product
If bandwidth not limitation then less incentive
IT Services
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Outsourcing of IT management, and activities
heavily depending on IT
 Buy services, not technology
 Telecommunications becomes part of IT
 Integration of mobile with IT Systems
 Value added capabilities of MNOs questionable
 IT mediated applications dominate market
 IT services and ISPs could implement CM
Application developers
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Study of 5 firms in the MX Alliance
 Long interviews with Managing Directors
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Strong market, getting better
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Link mobile to existing IT systems
Remote monitoring, location information, ticketing
Customers save money, and differentiate service, e.g.
save travelling costs, staff costs
Clipboard professionals and technicians
Learning uses from private use
Wireless access to IT systems expected
Operate services as well as integrate
technology
 Low bandwidth ubiquitous service
 Frustrations with operators…..
 No clear benefit of current multistandard
devices - possibly Bluetooth.
Clipboard Professionals
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Key markets for new multimedia communication Voice+data
Utilities, public authorities, construction, health services
etc
Intranet access
Efficiency gains and quality of service
Dependability and reliability key
Peripatetic workers
Clipboard technicians and Professionals
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Doctors, health visitors, vets, architects, builders, service
engineers, delivery workers, plumbers, surveyors, social
workers, emergency services.
Some multimedia users - e.g. architects, builders
Some will create new uses.
Simultaneous Use from Demand
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Handover between standards for some parts of
session e.g. data but not voice
 Reliability and dependability
 Linking separate regimes by user
 Relay/Forwarding Communications between
multiple devices
 Maximising Bandwidth in low bandwidth
bearers
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Control of key information about radio
connection in hands of access network owners.
Policy issues
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Competition
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Access and Service competition issues
 Undermine competition if use restricted to incumbent
operators with mobile +fixed business
 Need transparent and flexible wholesale market in mobile
and fixed access
 New broadband access actors more flexible in spectrum
use with FLOWS
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Markets
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Data market
 Voice market
 Content
 Mixed service
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Termination
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Issues of mixing and switch regimes
Mobile device control
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Should configuration of terminals by operators be limited?
Post FLOWS
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Partnership with innovative companies that have
developed
complementary
technologies,
quick
implementation
Partnership with large firms producing IP network
technology to push ‘access technology independent
network’ in market and standards.
Partnership with IT Services firms MNOs or MVNOs with
a convergence strategy to implement and push
standards. These are technology user firms.
Partnership with Wireless system technology firms to
develop standards, and value added technology for sale
to MNOs.
Conclusions
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VoIP and Fixed-Mobile integration.
Personal devices - many different markets and
trajectories.
Slow and complex innovation of new activities
incorporating wireless multimedia
Market: Clipboard professionals
Market: Music in consumer market
Opportunities for exploiting existing technology huge.
Importance of IT Services in future telecommunications
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Control over access to the customer and the configuration
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of the end terminal shapes mobile operator strategies
(especially larger firms)
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Limits of Operators in innovation
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Control over Key Network Information
Competition worries in convergence.
Role of MVNOs.
FLOWS applicable by Operators, MVNOs, IT Services,
and device vendors.
Does it really make things simpler?
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Basis of Future research
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Progress of un-licenced spectrum
arguments and experience in regulatory
and commercial policy
Mobile Applications Developers
FLOWS follow-on.
Control of mobile devices in public and
private spaces
Clipboard technicians