Social Applications: The Mobile Imperative Panel Discussion September 1st , 2009 Shoshana Loeb, PhD Executive Director Applied Research T +1.732.699.6429 M +1.215.620.8380 shoshi@research.telcordia.com Telcordia Technologies, Inc. RRC-1A361 One Telcordia Drive Piscataway, NJ 08854 USA

Mobile Social Network Adds location sensors Enables richer communication May give rise to issues around mobile device choices end-to-end business model privacy

Social Networking Example Facebook or twitter-like application indicating “friends” that are “nearby” — e.g., within a cell offers personalized notification zone leverages address book(s) filters availability by calendar(s) can use location server and presence server

Three Questions Mobile device: one smart mobile device or many specialized devices? End-to-end ecosystem: who will provide what functionality to mobile device users? User experience: how can users protect their information? or do users know what opting-in implies?

Mobile Device Choices How specialized? How expensive? general purpose app specific How expensive? monthly plan pre –paid pay for application Relationship with mobile carriers social network on the go?

End-to-End MVNO Services Ecosystem MVNE MNO Brand & Marketing Service Offer Development Analytics Customer Care Mobile Devices Management Services Platform Application Servers Back Office (including billing) Access Negotiation Voice and Data Capabilities ? Voice & Data Capacity

Comments on Business Boundaries Wireless network carriers own device information can facilitate obtaining location information If the application is provided by a third party, members of the mobile social network do not need to use the same wireless network carrier The role of Wi-Fi and Bluetooth based communication

Privacy Users do not fully grasp implications of opt-ins in mobile social application scenarios Maintaining relationships between the various information sources and the applications that use them can be complex

Opt-in and Privacy Example: what infrastructure support is needed in order to provide users with “early warning” that they are about to be seen? Who is in the best position to provide such functionality?

How Can Advanced Services be Enabled While Addressing Privacy Concerns (M)ASPs: (Mobile) Application Service Providers Wireless Network Info — location, equipment IDs Financial Data Medical Records Real-Estate Information Personal Info contacts calendar … Location- Based Advertising Social Networking Healthcare Apps Financial Apps Concierge Services Authentication & Authorization Access Control Layer Information Layer

Concluding Remarks Technology as well as business models are evolving User-experience and cost considerations will determine the fate of special purpose mobile devices Privacy will become harder to protect and manage