2. Mobile Rich Media Applications
Jon R. Doyle, VP Business Development

3. Mobile Rich Media Applications
Agenda
Changing Market Place
Increase ARPU
Addressing the Needs
Sticky Applications
A Platform to grow
Manage Mobility
Examples
MyStuff
Mobile MyStuff
Mobile Blog
Summary

4. Changing Market Place ABI Research
Service Providers to Invest $10.1 Billion in IMS
$49.6 billion in service revenue from IMS-enabled applications
Radicati Group
From 1.4 billion to 2.5 billion active boxes
Nearly 2 billion hosted mailboxes Public instant messaging accounts from 933 million in 2006, to 1,474 million accounts worldwide
Gartner
350 million business and consumer users access to wireless
Infonetics
A combined $120 billion will be spent on VoIP services
Strategy Analytics' Broadband Media and Communications
16 million homes will subscribe to IPTV by 2010
IDC
Mobile enterprise data applications to triple from $1.2 billion to $3.5 billion
Analysis
New networking tools to boost revenue by as much as 42 per cent

5. Increase ARPU FierceVoiP No future for pure-play VoIP providers
Pure-plays need to add value to the call. Dial tone alone won't make it in a converged world.
Infonetics
Offering new media-rich bundled services like IPTV, video on demand (VoD), video telephony, fixed-mobile convergence (FMC) and Rich Internet Applications (RIA) is the only way to thrive in the competitive communications environment; all these new services will require significant capex and opex for new hardware components and their integration into existing signaling, OSS, and BSS networks
CommuniGate Systems Survey 2007

6. Addressing the Needs
ISPs and telcos are looking for fast and flexible solutions
Solutions which enable them to start new services today
Mobile Messaging, ActiveSync, SyncML etc.
VoIP Business Applications
Presence & IM solutions tied to busieness processes
Fixed Mobile Convergence (FMC) applications
Compelling client UI for competitive advantage
A platform for future growth
Scalable to multi millions without downtime
IP/TV or games added on the fly
Option to create in-house VAS services
Quick and easy integration into IMS and NGN

7. Sticky Applications w/ content

8. A flexible Platform to adpat
IPTV
Rapido
X I M S S
Blogs
Applications
Games

9. Mobility IP Centrex
The Mobile Attendant brings a FMC application as a new VAS that is simple to deploy and delivers powerful features.
Nearly any device is supported from desktop SIP or XIMSS soft phones like Pronto! to mobile handsets.
The user can define rules for callers. E.g. when the boss calls all devices ring or calls from family members are only routed to the desktop phone.
The application enables
Workflow rules for each device
Specialized rules for callers based on their address/phone number
Powerful rules can make decisions based on presence info or calendar events.
 FMC Application for managing presence and availability independent of device and location.

10. Illustration of Mobile Attendant

11. Example 1: MyStuff

12. Example 2: Mobile MyStuff

13. Example 3: Mobile Blog

14. Summary Take aways for Mobile Rich Media Applications
Focus on customer needs
Only sticky applications increase ARPU
Customers look faster for news, become faster ‘bored’
Ongoing new offerings needed
Development cycle needs to be as short as possible
Think of a platform first!

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