26 June 2008 Steve Bratt Chief Executive Officer Panel 2: Challenges in the Air – Mobile Internet

World Wide Web Consortium Sets the Standards that Make the Web Work Founded in 1994 by Tim Berners-Lee, inventor of the Web (current W3C Director) 420+ Members (corporate, government, non- profit, academia) from 40+ countries420+ Members Liaisons with 40+ global standards organizations, e.g. UN (IGF), ISO, ITU, IETF, OGF, Unicode, OMA, 3GPP, ETSI, …Liaisons 1,500 participants in 60+ GroupsGroups 30,000 people subscribed to mailing lists 8,000,000 hits/day on

W3C Vision: Leading the Web’s Expansion….. from a Web of linked documents (1.0), One Web : to One Web : of Creators and Consumers (2.0) of Linked Data and Services (3.0) on Everything for Everyone

One Web … … providing the same information and services to users, regardless of the operators and device they are using.

Challenges for the Web on Everything, are Everywhere … but fading fast (imho) Content that is useful Content that is usable  … given the screen size, key pad, speed, consistency Reasonable pricing and revenue models Ubiquitous interoperability Identity, privacy, trust … on a wide variety of devices

Mobile Web Landscape Who is challenged, and who stands to gain? 6

Mobile Web Potential = Substantial (2006) Mobile haves vs. have nots Internet haves vs. have nots People on Internet

Mobile Reach (Q2 2008) “Mobile Internet Extends the Reach of Leading Internet Sites by 13%” (Neilsen)Neilsen “EU's mobile data market grew by 40 per cent last year” to 112 million users (silicon.com)silicon.com 8

Perspective from one (of many) browsers: Opera Mini May 2008May 2008: Users = 15 million / Data vol = 43 million Mbytes / Pages = 3 billion Growth = 10 – 15% per month

Mobile Advertising Challenges –Space, standards Wildly-varying growth projections (AccuraCast)AccuraCast –Global now: $1 to 2B ? –Global by 2112: $1B (Forrester) vs. $21B for Google alone (Thomson) 10 AdMob Live Map

Make Web access on all devices seamless, reliable, cost-effective Mobile Web Best Practices Device Description Device Description Ubiquitous Web Applications

MWI Next Generation: New push about to start in W3C… mobileOK and testing Mobile Web 2.0 applications Mobile search, social networking, ads Location-based services (+ privacy & security) Mobile Web in developing countries Integration of voice and multimodality Mobile video 12

Starter Questions What content will drive growth of the mobile web? –e.g, what does the user want? How important are web standards in this growth? How important is it to allow the customers maximum freedom vs. providing a controlled environment? How can the operators profit? What can we learn from history? 13

Your Panelists … Phil Brown (Nokia) Terry von Bibra (Yahoo!) Michael Walker (Vodafone) Steve Bratt (W3C)

Extra slides follow 15

More than 1 Billion Served In 1995, there were ~16,000,000 Internet users, or 0.4% of global population1995, there were ~16,000,000 Internet users, or 0.4% of global population Source:

Internet Growth Driven by Open Web Internet Users in early 2007 ~ 1+ billion Users:Servers ratio=> 1996 ~ 150: ~ 50: ~ 10:1 Sources: Number of Web Sites (domain names and content)

What Led to the Web’s Success? Simple architecture - HTTP, URI, HTML Networked - value grows with data, services, users Extensible - from Web of documents to.. Tolerant - works with imperfect mark-up, data, links, SW Universal - regardless of HW, OS, SW, language, ability Free / cheap - browsers, information, services Simple (and fun) for users - text, graphics, links Powerful - for people (and machines) Open standards...

What Can We Learn from History? (part 1) Internet 1994Mobile Data Services Too slow “Walled gardens” Lack of interoperability Open Web changed the world? ? ? 2005: W3C starts the Mobile Web Initiative

What Can We Learn from History? (part 2) Internet 1994Mobile Data Services Lack of contentTons of content and growing No industry / business modelBoth emerging rapidly Web 1.0: Documents Web 2.0 and Web 3.0 Smaller user baseMobile = 2x current Web users Web = noveltyWeb is a staple of life (for many) 2008: Is the mobile industry finally ready to embrace the open Web model?

Challenges for Mobile Web 2 billion people own mobile phones with Web browsers – million are actively used 2-3 million new mobile phones sold / day – Most new phones will continue to include simple Web browsers Potential for bringing the Web to more people is huge Graphic: Nokia

W3C Standards Address Mobility Challenges User RequirementsW3C Solutions User-friendly contentMobile Web Best Practices “One Web” Effective adaptation Device Description Ubiquitous Web Labeling, protectionProtocol for Web Description Description, discovery, trustmobileOK Voice, stylus, keysVoiceXML, Multimodal UniversalityWAI, I18N, Developing World SecurityBrowser Security, Privacy InteroperabilityWeb standards: XHTML, CSS, Graphics, Forms, AJAX, Widgets, Ubiquitous Web, etc.

The Promise: Web for Everyone Commerce Healthcare Education eGovernment Communication Mobile Web Initiative Accessibility Internationalization Developing Countries

Web 2.0 What is it? –Everyone is a creator, as well as a consumer –Dynamic interaction Web W3C = Rich Web Clients ActivityRich Web Clients Activity Updating existing W3C standards & javascript –HTML5 + graphics, styling, etc.HTML5 Standardizing new technologies –AJAX technologies and other javascript stuffAJAX –Widgets, security, etc..Widgets

Web 3.0* Web 1.0 = Linked Documents Web 3.0 = Linked Data (Semantic Web)Semantic Web –Web becomes a global, relational database –Potential to break down walled gardens of many Web 2.0 applications ** New York Times, InternetNewsNew York TimesInternetNews *New York Times, InternetNewsNew York TimesInternetNews

Ubiquitous Web Applications Enabling Web applications to interact across wide diversity of devices: –Computers, equipment, media, appliances, mobile devices, physical sensors, effectors, consumer electronics Deliverables … standards for: –Device independent authoring –Delivery contexts –Remote eventing, device coordination –Location service support Working Group homepage 26

Internationalization Can you view content easily no matter where you are in the world? How can we make mobile devices travel more easily around the world?

For more information 28 Mobile Web Initiative