wOpenMall Business Opportunities for Open WLAN’s in Commercial Environments wOpen Mall g1319 Communication Systems Design Department of Microelectronics and Information Technology

Team members: Erik Forsell Magnus Stolpe Jianwei Zhang Louise Berthilson Daniel Magnergård Coach: Erik Eliasson (IMIT) The Team Sponsors: Skanska IT Solutions AB Ericsson Enterprise AB Principal: Ingemar Blom (Skanska) wOpen Mall g1319 Communication Systems Design Department of Microelectronics and Information Technology

Overview Background Goal Progress The Business Model The Video Services The WLAN in Kista Galleria Problems Future Summary wOpen Mall g1319 Communication Systems Design Department of Microelectronics and Information Technology

Background Kista – The Wireless Valley Increasing use of wireless communication Operator Neutrality –new trend Will Operator Neutrality work in a commercial environment? wOpen Mall g1319 Communication Systems Design Department of Microelectronics and Information Technology

Goals Develop a functional business model for an open WLAN in a commercial environment Find out the commercial benefits of an open WLAN for different involved parties in shopping malls Visualize the benefits of WLAN’s in terms of deploying a pilot WLAN wOpen Mall g1319 Communication Systems Design Department of Microelectronics and Information Technology

Progress of wOpenMall Investigated and defined needs of WLAN in shopping malls Developed a functional business model Deployed a pilot WLAN in Kista Galleria Created basic conditions for future life of the network wOpen Mall g1319 Communication Systems Design Department of Microelectronics and Information Technology

Business Model Simplicity Quality Timing wOpen Mall g1319 Communication Systems Design Department of Microelectronics and Information Technology

Business Model wOpen Mall Potential Network Owner: Kista Galleria KB Kista Stadsdelsnämnd External Part OWNER Passive Equipment Active Equipment OWNER 2g1319 Communication Systems Design Department of Microelectronics and Information Technology

Business Model Potential Communication Operator: Digidoc OpenIP wOpen Mall CO Billing System National Backbone Marketing Active Equipment OWNER CO 2g1319 Communication Systems Design Department of Microelectronics and Information Technology

Business Model Potential Service Providers: Appear Networks A Brand New World 6 th Floor wOpen Mall Service Providers OWNER CO SP 2g1319 Communication Systems Design Department of Microelectronics and Information Technology

Business Model Any store and restaurant in the mall that are interested in WLAN based business opportunities wOpen Mall Stores/ Restaurants OWNER CO SP STORES 2g1319 Communication Systems Design Department of Microelectronics and Information Technology

Business Model End Users: Customers Tourists Students Workers in Kista Habitants in Kista wOpen Mall End User/ Working Force WLAN enabled equipment OWNER CO SP STORES END USERS/ WORKING FORCE 2g1319 Communication Systems Design Department of Microelectronics and Information Technology

Business Model wOpen Mall End User/ Working Force WLAN enabled equipment OWNER CO SP STORES END USERS/ WORKING FORCE Working Force: Kista Galleria KB Employees in stores Security Electricians Real estate keepers Ongoing projects 2g1319 Communication Systems Design Department of Microelectronics and Information Technology

Business Model Payment flow: wOpen Mall g1319 Communication Systems Design Department of Microelectronics and Information Technology Network operations Service Providers CO End User/ Working Force OWNER Stores/ Restaurants rent Service fees Network fees Service fees Revenue sharing

The Video! Our vision of a modern shopping mall… wOpen Mall g1319 Communication Systems Design Department of Microelectronics and Information Technology

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Services Services for: End Users Working Force Purpose: Improve communication and administration Make new business opportunities Vision: Simplicity – Quality – Timing wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Services Shop survey 38 participating stores End User Survey 74 participating students wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Services – End Users Short perspective (0-1 years) Internet access Local Web Portal Local Search Engine Booking Service Travel Information wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Services – End Users Long Perspective (1-4 years) Position based advertisement Pop-up Profile Electronic coupons Location based service Platform developed by Appear Networks Queuing system wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Services – End Users wOpen Mall …continued… E-democracy E-trade Games on Demand IP-telephony (VoIP)

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Services – Working Force New services are needed to improve communication and administration within shopping malls Between the mall management and the working force Between the mall management and the customers Solution: a Local Web Portal wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Design – Web Portal wOpen Mall Service providers User Internet Login KistaGalleriaKB KistaGalleria/ stores Guards Ongoing projects Local web portal Electricians Janitor Cleaner Informationopenfor everyonein the mall Services Information / Communication withinKistaGalleria

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Services – Web Portal Information open for End Users Example for Kista Galleria: Opening hours Agenda over activities Regulations Information from Kista Galleria Information from “Meeting Place Kista” Local Booking Systems, e.g. Hairdressers wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Services – Web Portal A Central for Communication within Kista Galleria Different communication layers: Kista Galleria KB: Only open for persons representing Kista Galleria KB Kista Galleria KB/Stores: Open both for stores and KG KB Guards Electricians Janitors Cleaners Ongoing projects wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Services – Conclusion Conclusions of Services – Timing First step: focus on services for the working force in the mall, including stores, that improves communication and administration Second step: services for End Users when the market for PDA’s is large enough wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Background The network consists of a Wireless LAN connected to an open access server in Forum, KTH. The building of the network started from scratch. IDÈ-El AB installed the LAN and the AP’s. wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Site Survey Purpose of Site Survey – find proper locations of the AP’s Lowest desirable transmission rate – 2Mbps Result of the Site Survey wOpen Mall

Result of Site Survey

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Limitations In Modeboulevarden 1.Cable length 2.AP’s not allowed to be visible Reconstruction work in the mall 1.Ceiling and walls are being replaced wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Result of the network at the end of this project wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Hardware 6 WLAN Access Points: Ericsson A11 2 Hubs: Netgear DS108GE 10/100Mbps 8-port TP 1 Media Converter: E-LINK DFE Mbps TC to Fiber SC Cables: Twisted Pair, Cat 5 and multi mode fiber with SC connectors wOpen Mall

Coverage

2g1319 Communication Systems Design Department of Microelectronic and Information Technology Future of the Network LANMAN Complement of Hardware - more powerful AP’s - directional antenna - Power over Ethernet wOpen Mall

2g1319 Communication Systems Design Department of Microelectronic and Information Technology SUMMARY Business Model Simplicity Quality Timing Services End Users The Working Force Network Small-scale WLAN in Kista Galleria Covers 60% of the walking districts wOpen Mall