Transcript The i-mode Services - San Jose State University

The i-mode Story
Prepared: Jerry Gao Ph.D.
San Jose State University
email: [email protected]
URL: http://www.engr.sjsu.edu/gaojerry
Oct., 2002
Topic: Overview of i-mode
Presentation Outline
- A Successful Story -> The i-mode story
- i-mode services
- Basic Features of i-mode
- i-mode structure and architecture
- i-mode Experience and Lessons
- Advantages and Limitations
- Comparisons of i-mode and WAP
- Challenges and Future of i-mode
Jerry Gao Ph.D.
10/2002
All Rights Reserved
Topic: Overview of I--mode
The I-mode Story
The most popular wireless data service on the plant is i-mode.
• i-mode was developed by DoCoMo ( which means “anywhere” in
Japanese) as a subsidiary of NTT (The Japan’s largest telecommunication
service provider Nippon Telegraph and Telephone Corp.) in 1992.
• i-mode (The “i” stands for information) is a wireless technology and
service mark.
• The i-mode service, begun in Feb. 1999, enable users to access Internet
services via their cellular i-mode phones.
•With each subscriber on average signing up for three additional services at
$1 per month per service, NTT DoCoMo earns $36 per year per subscriber
in incremental business.
Jerry Gao Ph.D.
10/2002
All Rights Reserved
Topic: Overview of I--mode
The i-mode Services
The provided services for I-mode customers:
• Voice communications
• A large number of sites by simply pressing the i-mode key.
• Over a dozen I-mode search engines and sites that provide a lot of
information services on sports, stock quotes, maps, weather forecasts,
restaurant coupon discounts, and horoscopes.
•The convenient and useful mobile commerce services, such as mobile
banking, stock trading, and ticket reservations.
• i-mode is compatible with Internet e-mail and can also transfer mail
between i-mode devices.
•Application downloads from more than 1600 web sites.
•As of July 2001, there were 25 million subscribers and more than
37,000 i-mode sites, including 1,420 preferred sites.
Jerry Gao Ph.D.
10/2002
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Topic: Overview of I--mode
The Basic Features of i-mode
i-mode 2G service has a transmission speed of 9.6 kbps.
i-mode has the underlying packet-switching system.
i-mode uses SSL or Secure Socket Layer, provided by RSA.
i-mode uses Sun Solaris servers on the back end.
i-mode service uses compression technology to increase the
volume of data that is transmitted.
i-mode service uses I-mode browser to interact with users
i-mode uses Compact HTML (C-HTML) and proprietary
protocol stack.
i-mode provides an always-on service -> no dial is needed.
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
The Basic Features of i-mode
•
Suite of applications that make up the total iMode Service including:
–
Browser – currently based on cHTML but changing to xHTML
–
iMode Email client – Proprietary HTTP Mail
–
Security Stack – based on SSL 3.0
–
iMelody – downloadable ringer tone service using MII
–
iAnimation – Animated GIF support in grayscale and color
–
DoCoMo pictograms – downloadable graphics such as a
Pokemon (future of Japanese economy)
–
i-appli Java service supporting application downloads
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
i-mode Features
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
i-mode Features
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
i-mode Structure
Connecting to sites, receiving messages and transmitting e-mail
are done via the DoCoMo i-mode center.
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
i-mode Architecture
Client
Portal
Web Server
CGI
Scripts
etc.
HTTP
HTTP
CHTML
CHTML
HTTP
iMode
HTTP
HTTP
SSL
SSL
SSL
SSL
W-TCP
W-TCP
TCP
TCP
IP
IP
IP
IP
C-HTML
with CHTML-Script
CHTML
CHTML
Content
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
i-mode Success
•
Japan marketed iMode as an experience not a technology
– Targeted to consumers
– Large, readable screens COLOR
– Phone enables (email, melodies, animations, etc.)
– Lots of content sites: 500+ official, 15K+ unofficial content
provider sites.
•
Business Model:
– Gateways provide email, notification, DoCoMo served content
tracks usage
– DoCoMo collects fees, takes part of it, and sells packets. They can
barely keep up with demand.
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
Lessons from Japan’s i-mode Success
•
The big secret of the success of I-mode is that Internet developers can
put their web site content online with few changes.
•
If you keep a customer on the air, DoCoMo or a third party will given
you the major cut of the transaction.
•
Other Japanese merits:
– Packet-switched service is always connected.
• Pay for exchanged information or data
• No need to access network (for example, no dial-up service and time)
– Attraction comes from personal value, not Internet hype.
• They want to attract ordinary people, not techies.
• Keep operations and service simple, technology are hidden.
– The service is a viable national technology enclave.
• Hardware, network, and software are perfectly matched
• Network and device standards are harmonized.
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
Lessons from Japan’s i-mode Success
– Content makers are given choices.
• Wild content on the Internet are offered
• A trusted service is provided to subscribers
– The micro-billing economy encourages consumer purchasing.
– Simple Internet standards make everyone’s work easier.
– Subscribers use quality handsets.
• I-mode handsets are the work of art and standardized.
– Complete products are offered from the carrier.
• Subscribers have comprehensive billing.
– Satisfied subscribers get what they want.
• At the beginning of 2001, the i-mode application breakdown is 64%
entertainment, 21% information, 9% transaction, and 6% database.
– A mature commercial infrastructure contributes to use.
• Japanese commercial infrastructure, including hotel, restaurants, taxi
companies,and banks, grouped and supported by an i-mode society.
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
i-mode is Evolving
•
Video clips being added.
•
More sound support/voices.
•
Kjava arrived in 1Q’01.
•
SSL coming online.
•
Emphasis is on what end users will find exciting and interesting.
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
Advantages and Disadvantages
Advantages:
•
•
•
iMode technology does not require special language for the mobile
unit. It could access all existing web sites by using cHTML (compact
HTML).
iMode is accessible by a packet-switched network, meaning that users
are always online.
iMode users are charged only for the amount of information
downloaded to the iMode unit, not the time they spend at the web
sites.
•
Disadvantages:
•
•
iMode service and technology is currently only available in Japan.
iMode is not an entirely open protocol. That limits the drive the
developers can make for this technology.
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
iMode vs. WAP - Network
•
Neither WAP nor iMode rely on one particular underlying network type.
•
WAP in Europe has been deployed on a circuit-switched network.
•
iMode in Japan has been deployed on a packet-switched network.
•
WAP users will have to endure waiting during connection set-up and
being charged for time spent on-line until their network operators
upgrade to a packet-switched network.
•
iMode users enjoys almost-instant downloads and the response times
needed for online gaming with their "always-on" network.
Jerry Gao Ph.D.
10/2002
All Rights Reserved
Topic: Overview of i-mode
iMode vs. WAP - Markup Language
•
WAP uses WML which is a new language.
•
iMode uses cHTML which is simply an extended subset of the existing
HTML Web standard.
•
iMode can immediately make use of the skills of current WWW
developers, but those interested in producing content for WAP
browsers must learn WML from scratch.
•
As the WWW community migrates away from HTML and towards
XML in the next few years, iMode may find that it's short-term stopgap approach loses out to WAP's longer-term measured approach.
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
iMode vs. WAP - Deployed Applications
•
WAP in Europe uses text and no images small screen.
•
iMode in Japan uses text and color images and larger screen.
•
WAP is Marketed for business application (banking, stock
portfolio, business news, flight booking).
•
iMode marketed for consumer applications (restaurant guide, fun
images, ringing melodies).
Jerry Gao Ph.D.
10/2002
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Topic: Overview of i-mode
Comparison i-mode & WAP
NTTDoCoMo
(I-Mode)
Industry
Value Chain
Technology
versus
Content
Jerry Gao Ph.D.
By controlling all aspects including
handset specifications and the
interface, branding, and content,
DoCoMo has become the i-mode
value chain.
 Content has been at the core of
the service and was in place
before the technology.
 Offers diverse content
categorized into four areas: online transactions, entertainment,
databases and information.
 As of 2000, the service offered
25,100 content sites, 1,100
official and 24,000 unofficial.
10/2002
European and North American
Mobile Operators
(WAP)
With carriers and content providers
vying for ownership of the consumer, a
fragmented value chain has evolved.
 The WAP standard was
developed and the content
followed.
 Content has focused on financial
and information services.
All Rights Reserved
Topic: Overview of i-mode
Comparison i-mode & WAP
NTTDoCoMo
(I-Mode)
European and North American
Mobile Operators
(WAP)
 Developers must learn a new
language.
 Limited number of sites written
for WAP.
cHTML vs
WML
Based on language of traditional
Internet, cHTML has made it easy
for developers to create ‘unofficial’
content.
Networks
Packet data network with ‘always’ on Dial-up GSM and other 2G networks
connectivity.
Licensing
costs
Granted spectrum access under
European operators have been laden
government revenue sharing scheme. with the high cost of UTMS licensing
costs.
Billing
System
 Customers are charged flat rate
of ¥300 ($3.00) and the cost of
data transmitted.
i-mode users view 300 to 400 Web
pages a month.
Use
Jerry Gao Ph.D.
10/2002
 WAP users are billed for the
about of airtime it takes to receive
data.
WAP users access the Internet less than
once a week
All Rights Reserved
Topic: Overview of i-mode
Market of i-mode & WAP
Jerry Gao Ph.D.
10/2002
All Rights Reserved
Topic: Overview of i-mode
Future of WAP and i-mode
WAP 1.x
WAP 2.0
iMode on IMT-2000
Current i-mode
WML
WML
XML
XML
CHTML
WSP
WSP
HTTP
HTTP
WTP
WTLS
WDP
UDP
TLS
SSL/TLS
W-TCP
W-TCP
WDP
IP
UDP
IP
Network
Bearer
Network
Bearer
HTTP
SSL
TL
IP
IP
Network
Bearer IMT
2000
Network
Bearer
PDC-P
Future Protocol Proposed
Stack
Jerry Gao Ph.D.
10/2002
All Rights Reserved
Topic: Overview of i-mode
Challenges of i-mode
•
i-mode's content seems to be heavily tied to Japanese culture and
may not easily translate to other countries.
•
CHTML is incompatible with full HTML.
•
i-mode does not support security layer because it is not required for
consumer applications.
•
i-mode uses the PDC-P network which is not a world standard while
other parts of the world like Asia and Europe have circuit switched
networks in place.
Jerry Gao Ph.D.
10/2002
All Rights Reserved