1. OMA Open Mobile Alliance Alessandro Buresta Istituto Superiore Mario Boella Torino

2. ©ISMB2003 2 Agenda OMA Organization and Relevance OMA Organization and Relevance The OMA Vision and Strategy The OMA Vision and Strategy OMA Technology Perspective and Challenges OMA Technology Perspective and Challenges Business Perspective OMA Value Chain Business Perspective OMA Value Chain

3. ©ISMB2003 3 Operatori accesso network Operatori accesso network Fornitore di servizi Operatori trasporto network Operatori trasporto network Utente Abbonati Fornitori di servizi a Valore aggiunto Fornitori di contenuti Fornitori di servizi a Valore aggiunto Fornitori di contenuti Problemi di compatibilità interoperabilità Manifatturiere Network - Terminali Manifatturiere Network - Terminali

4. ©ISMB2003 4 OMA Positioning OMA GSMA standardizationrequirements IETF W3C Application Level (Services, Enablers) Transport Level (Core, Radio, Term) 3GPP23GPP Wireline DomainMobile Domain CDG Others Various candidate technologies to consider Desire common boundaries and clarity of roles Need to harmonize disparate requirements

5. ©ISMB2003 5 What is OMA ? Acronym : Open Mobile Alliance Acronym : Open Mobile Alliance The OMA is designed to be a center for mobile service specification work, stimulating and contributing to the creation of interoperable services The OMA is designed to be a center for mobile service specification work, stimulating and contributing to the creation of interoperable services “No matter what device or operating system you have, no matter what service you have, no matter what carrier you use, you can communicate and exchange information.”

6. ©ISMB2003 6 The Value Chain of OMA OMA member companies fall into 4 categories that essentially define the various parts of the end-to-end value chain. They include: OMA member companies fall into 4 categories that essentially define the various parts of the end-to-end value chain. They include: – Wireless Vendors – Information Technology Companies – Mobile Operators – Application & Content Providers & Others

7. ©ISMB2003 7 OMA Organization OMA Marketing & Communications Work Group OMA Marketing & Communications Work Group OMA Board of Directors OMA Board of Directors

8. ©ISMB2003 8 The Objectives of OMA Ultimately, the uniform service architecture implemented by multiple vendors can result in: Interoperability between infrastructure, devices and servicesInteroperability between infrastructure, devices and services Enriched user experience across service providersEnriched user experience across service providers Compelling new mobile servicesCompelling new mobile services Healthy competition between suppliers, operators and developersHealthy competition between suppliers, operators and developers Faster time to marketFaster time to market

9. ©ISMB2003 9 Why is OMA Different ? OMA is different because it brings together all of the links in the value chain Previous initiatives have focused on one part of the chain or a small subset of the global market OMA provides a unique opportunity for everyone to understand more quickly the roles of the other players and share their own perspective on the direction of the mobile industry

10. ©ISMB2003 10 OMA Across the Value Chain Representation from companies of all sizes and across all geographic barriers Representation from companies of all sizes and across all geographic barriers Participation by all of the member companies representing all of the elements in the value chain Participation by all of the member companies representing all of the elements in the value chain Deliver on end-to-end services and solutions and a truly open standard Deliver on end-to-end services and solutions and a truly open standard

11. ©ISMB2003 11 OMA Across the Value Chain Within the alliance everyone has the same opportunity to speak and to make his or her proposals heard Within the alliance everyone has the same opportunity to speak and to make his or her proposals heard Smaller companies can make their voice heard and participate in the definition of OMA enablers Smaller companies can make their voice heard and participate in the definition of OMA enablers By interacting with other members they gain new insights into the way the industry is developing By interacting with other members they gain new insights into the way the industry is developing

12. The OMA Vision and Strategy

13. ©ISMB2003 13 The OMA Vision To provide a forum for the entire wireless value chain to work together to ensure seamless mobile services for both business users and consumers worldwide

14. ©ISMB2003 14 OMA Strategy Focus on defining market requirements through use cases, common architectural framework, open standards for enabling technologies, and end-to-end interoperability

15. ©ISMB2003 15 Operational Tactics The OMA Release Program has announced ten new enablers, comprised of specifications that are the building blocks for mobile services worldwide. These enablers include: OMA Browsing OMA Browsing OMA Multimedia Messaging Service (MMS) OMA Multimedia Messaging Service (MMS) OMA Digital Rights Management (DRM) OMA Digital Rights Management (DRM) OMA Domain Name Server (DNS) OMA Domain Name Server (DNS) OMA Download OMA Download OMA E-mail notification OMA E-mail notification OMA Billing Framework OMA Billing Framework OMA Client Provisioning OMA Client Provisioning OMA User Agent profile OMA User Agent profile OMA Instant Messaging and Presence server (IMPS) OMA Instant Messaging and Presence server (IMPS)

16. ©ISMB2003 16 The OMA Mission Specifications will ensure the proliferation of mobile data services Services across network generations Convergence with mobile applications and PC applications Enabling interoperability between the mobile and the fixed Internet Different areas of growth in the wireless industry will be stimulated OMA vision creates opportunity, and minimizes risk

17. ©ISMB2003 17 Driving Market Growth OMA will grow the mobile industry market by enabling subscribers to use interoperable mobile services: A common architectural framework will accelerate product innovations and expedite the time-to-market Industry wide adoption of open specifications over proprietary alternatives Decrease operational costs by improving efficiencies within companies and across the industry Improve the end user’s experience by providing end-to-end and multi-standard interoperability

18. ©ISMB2003 18 Benefits to the Market Consumers and business users will receive seamless interoperable services across mobile networks and Internet domains as well as access to interoperable and easy-to-use mobile services across geographies, operators and mobile terminals Content, application and services providers providing users around the world easy access to information and transactions, anywhere, anytime resulting in timely and financial efficiencies

19. ©ISMB2003 19 Members of the Open Mobile Alliance benefit from the comprehensive inclusion in all of the specification work Extensive participation from all parties involved in the entire mobile services value chain The interoperability issues can be solved efficiently when the industry specifications work lies within the same organization Resulting consolidation of other forums into OMA, companies involved will not need to invest in several, but one substantial specification body Non-members risk not being involved in this process, and thereby not having their voices heard Benefits to the Market

20. OMA Technology Perspective and Challenges

21. ©ISMB2003 21 Open Specifications & Common Architecture Establish a global mobile industry standards forum to function as the driving force responsible for creating service level interoperability Establish a global mobile industry standards forum to function as the driving force responsible for creating service level interoperability Drive timely implementation of open mobile services via standards that provide clear user benefits Drive timely implementation of open mobile services via standards that provide clear user benefits OMA specifications enable interoperability while not limiting ability to differentiate and maintain competitive advantages OMA specifications enable interoperability while not limiting ability to differentiate and maintain competitive advantages

22. ©ISMB2003 22 OMA Release Program OMA working process is a market driven, continuous program designed to deliver three key milestones OMA working process is a market driven, continuous program designed to deliver three key milestones – Phase 1: Candidate Enabler Release – Phase 2: Approved Enabler Release – Phase 3: OMA Interoperability Release

23. ©ISMB2003 23 Business Drivers Compelling business cases and revenue streams are being built Compelling business cases and revenue streams are being built Multimedia Messaging Service (MMS) Multimedia Messaging Service (MMS) XHTML Browsing XHTML Browsing Digital Rights Management (DRM)& Mobile Download Specifications Digital Rights Management (DRM)& Mobile Download Specifications Instant Messaging & Presence Service (IMPS) Instant Messaging & Presence Service (IMPS) Data Synchronization Data Synchronization Device Management Device Management

24. ©ISMB2003 24 Available OMA Enablers OMA Multimedia Messaging Service (MMS) OMA Multimedia Messaging Service (MMS) OMA Instant Messaging and Presence server (IMPS) OMA Instant Messaging and Presence server (IMPS) OMA Digital Rights Management (DRM) OMA Digital Rights Management (DRM) OMA Download OMA Download OMA Client Provisioning OMA Client Provisioning OMA Browsing OMA Browsing OMA Billing Framework OMA Billing Framework OMA E-mail notification OMA E-mail notification OMA User Agent Profile OMA User Agent Profile OMA Domain Name Server OMA Domain Name Server

25. ©ISMB2003 25 Focus on Interoperability The following OMA enablers are currently undergoing interoperability testing The following OMA enablers are currently undergoing interoperability testing – Device Management/Data Synchronization 24 implementations successfully tested 24 implementations successfully tested – Instant Messaging and Presence Service 20 implementations successfully tested 20 implementations successfully tested Test specifications in development for other enablers Test specifications in development for other enablers

26. ©ISMB2003 26 Upcoming Specifications New Enablers New Enablers – Location – Gaming – Web services – M-Commerce Enabler Evolution Enabler Evolution – Digital Rights Management Evolution – Browser Evolution (WCSS) – MMS – IMPS – Device Management and Data Synchronization

27. Business Perspective OMA Value Chain

28. ©ISMB2003 28 Revenue and Business Model Open Mobile Alliance removes interoperability barriers that impede today’s development of the wireless market Open Mobile Alliance removes interoperability barriers that impede today’s development of the wireless market OMA brings industry players together OMA brings industry players together OMA enables economically viable end-to-end solutions more quickly and more effectively than any previous organization OMA enables economically viable end-to-end solutions more quickly and more effectively than any previous organization

29. ©ISMB2003 29 The Business Impact OMA’s impact extends well beyond its membership OMA’s impact extends well beyond its membership – By removing barriers OMA helps grow the overall market for everyone, not just specific companies or parts of the value chain – A new, single global mobile market will foster a culture of innovation that will lead rapidly to new kinds of services and products

30. ©ISMB2003 30 Value Proposition Mobile Operators Mobile Operators Wireless Vendors Wireless Vendors IT companies IT companies Content & service providers Content & service providers

31. ©ISMB2003 31 Value Proposition Mobile operators Increase ARPU, margin and data revenue and accelerate the services uptake by ensuring user interoperability across terminals, markets and operators Increase ARPU, margin and data revenue and accelerate the services uptake by ensuring user interoperability across terminals, markets and operators Invest with confidence, knowing that services are based on open, interoperable standards Invest with confidence, knowing that services are based on open, interoperable standards Provide consumers and business users with seamless interoperable services across mobile networks and Internet domains Provide consumers and business users with seamless interoperable services across mobile networks and Internet domains Choose from a wide range of technology providers, with no need to rely on a single vendor Choose from a wide range of technology providers, with no need to rely on a single vendor Collect market requirements as a base for the specification work Collect market requirements as a base for the specification work

32. ©ISMB2003 32 Value Proposition Wireless vendors Foster growth of mobile services market worldwide Foster growth of mobile services market worldwide Ensure interoperability with various terminals, networks and servers by different vendors Ensure interoperability with various terminals, networks and servers by different vendors Utilize the widest variety of services, built upon open standards and enabling technologies Utilize the widest variety of services, built upon open standards and enabling technologies Differentiate on terminal design and features while maintaining a core set of interoperable applications Differentiate on terminal design and features while maintaining a core set of interoperable applications Reduce development costs Reduce development costs

33. ©ISMB2003 33 Value Proposition IT companies Leverage investment in applications and infrastructure by extending accessibility and reach to the mobile environment Leverage investment in applications and infrastructure by extending accessibility and reach to the mobile environment Extend reach to a broader range of application developers by Extend reach to a broader range of application developers by Shortening development cycle by providing open standards and uniforms API’s that ensure interoperabilityShortening development cycle by providing open standards and uniforms API’s that ensure interoperability Leveraging their existing investmentLeveraging their existing investment Providing a framework for richer applicationsProviding a framework for richer applications Accelerate the delivery of products, services and technologies to all the members of the value chainAccelerate the delivery of products, services and technologies to all the members of the value chain Build a bridge between Internet and mobile service domainsBuild a bridge between Internet and mobile service domains

34. ©ISMB2003 34 Value Proposition Content and service providers Make use of universal mobile distribution formats Make use of universal mobile distribution formats Drive the development and delivery of the attractive content to the global audience Drive the development and delivery of the attractive content to the global audience Enjoy the financial effect of simplified application and content development Enjoy the financial effect of simplified application and content development Benefits of a global and multi-vendor ecosystem Benefits of a global and multi-vendor ecosystem

35. ©ISMB2003 35 Solid Progress Since November 02 Strengthened Organization Growing membership of approximately 300 companies M-Commerce and Games Services Specification Sets Approved Approved additional two sets of specifications Interoperability Testing Successfully completed two interoperability test fests

36. ©ISMB2003 36