being the next millionaire - building the next killer mobile applications

page%Copyright%©%2007%MIMOS%Berhad,% 1!

Being&the&Next&Millionaire&!"Building"the"Next"Killer"Mobile"Applica8ons!"Dr."Mazlan"Abbas"Wireless"Communica8ons"Cluster"MIMOS"Berhad"Email:"[email protected]"

(June%19,%2009)%


Agenda

•  The question of �What is the Killer Application?� has always been the hot topic for the telecommunication operators, service providers and the application developers.

•  The presentation will cover some aspects of the questions such as: –  Knowing the Customers –  What are the killer applications? –  Can developing mobile data applications make money? –  How to develop such applications? –  What�s beyond SMS? –  Can I be the next Millionaire? –  The 10 TIPS of �How-To�

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Knowing Your Customers


100.1%&Mobile&

22.9%&Household&BB&

[Source:!Household!use!of!the!INTERNET!Survey!2008,!SKMM]!


28.914M&Mobile&Subs&

22.325M&PreAPaid&

5.859M&PostAPaid&



Number of Broadband Subs by Technology

Mobile&22.5%&

ADSL&75%&



Internet Access

No.%of%Hotspots%

355,400&Hotspots&



SMS Usage

20.5&Billion&SMS&Q4’08&



Household Use of Internet



Internet by Gender



Monthly Income Salary



Difficulties in Developing Mobile Applications


The Di!culties in Developing Mobile Data Applications

•  How to get Ideas? •  How do I get connected?

–  Do I need a GSM Modem? –  Do I need a GSM Phone?

•  How to start Mobile Programming? –  Is there any SDK? –  What software tools for development?

•  What do I need? Is it expensive? How much do I need to pay for the SMS or MMS?

•  How do I get Location Based Services? •  Can I commercialize my mobile data apps? •  Can the Telcos help?


Developing Mobile Apps with GSM Modem

Mobile%Network%

Disadvantages:%• Using%normal%mobile%number%!%No%Branding%• Small%buffers%!%Lower%QoS%• No%Premium%Charges%!%No%special%charges%

019T3012345%


Developing Mobile Apps with Short Codes

Mobile%Network%

Advantages:%• Using%Short%Codes%!%Branded%• Large%buffers%!%Higher%QoS%• Premium%Charges%!%Control%MO/MT%charges%

21500%


Go Beyond the Traditional Wallpaper and Ringtones

How%to%Charge:%1. Per%download%2. Per%subscripYon%3. Per%Month%/%Week%/%Day%


Mobile Contents


Choosing The RIGHT Business Model


Option #1 1. Telco-Branded 2. Main Content Provider (CP) 3. Owned Content


Option #1: Revenue Share – Telco Branded

Telco%

CP% CP%

Telco% CP%

100%%

60%%to%70%% 30%%to%40%%


Option #2 1. Telco-Branded 2. Content Aggregator (CA) 3. Do Not Own Content


Option #2: Revenue Share – Telco Branded

Telco%

CP% CA%

Telco% CA%

100%%

60%%to%70%% 30%%to%40%%

CP% CP%

CP% CA%

X%%% Y%%%


Option #3 1. 3rd Party Branded 2. Main CP 3. Owned Content


Option #3: Revenue Share – 3rd Party Branded

Telco%#1%

CP%3rd%CP%

Telco% 3rd%CP%

100%%

50%% 50%%

Telco%#2%


Option #4 1. 3rd Party Branded 2. Content Aggregator (CA) 3. Do Not Own Content


Option #4: Revenue Share – 3rd Party Branded

Telco%#1%

CP%3rd%CA%

Telco% 3rd%CA%

100%%

50%% 50%%

Telco%#2%

CP%

CP%

CP% 3rd%CP%

X%%% Y%%%


�Build Once, Deploy Everywhere�

Telco%#1%

Telco%#2%

CA%CP%

Telco%#4%

Telco%#3%

Open%FMC™%

CP%CP%


Building the Killer Applications?


Mobile Revenue is Growing

•  Mobile apps revenue to hit US$17.5B by 2012 •  The global market for mobile applications is forecast to

reach US$17.5 billion in the next two years, according to a new study commissioned by GetJar, claimed to be the world�s second largest app store.

•  The study claimed the number of downloads would climb from 7 billion last year to 50 billion by 2012 - a 92 percent year-on-year increase.

•  Apple�s App Store is the leading player, but GetJar said that the number of app stores had risen from just four before 2008 to 48 today


Ability to Aggregate Services

Movie%Tickets%

RingTtones%

Movie%Tickets%

RingTtones%

MovieTYckets%

RingTtones%Web%Services%Interface%

3G/WiFi/WiMAX%

Open%FMC™%

Ticket&Purchase&ConfirmaOon&&(Press&Confirm)&

Movie&ShowOme&is&8.00pm&

Love&the&Movie?&To&download&the&ringtone&for&the&movie&soundtrack&theme,&Enter&code&

#733QW&

With%different%services%deployed%through%Open%FMC™% …%they%can%easily%be%combined%together%

ResulYng%in%increased%revenue%opportuniYes%and%improved%user%experience%

SMS/MMS/Internet% SMS/USSD/Java%Applet%



Movie%Clips%(MMS)%

Movie%Tickets%

RingTtones%

Movie%Clips%(MMS)%

Movie%Tickets%

RingTtones%

LocaYon%Presence%

MovieTClips%

MovieTYckets%

RingTtones%

LocaYon%Presence%Web%Services%Interface%

LocaYon%Based%Services%

3G/WiFi/WiMAX%

Open%FMC™%

Now&Showing&@&GSC&

Download&Movie&Clip?&




#733QW&






Movie%Clips%(MMS)%

Movie%Tickets%

RingTtones%

Online%Bookstore%

Movie%Clips%(MMS)%

Movie%Tickets%

RingTtones%

LocaYon%Presence%

Online%Bookstore%

MovieTClips%

MovieTYckets%

RingTtones%

LocaYon%Presence%

Online%Bookstore%Web%Services%Interface%

LocaYon%Based%Services%

3G/WiFi/WiMAX%

Open%FMC™%

Now&Showing&@&GSC&

Download&Movie&Clip?&



Love&the&Book?&To&download&a&discount&coupon,&

Enter&code&#532RW&


#733QW&





Got An Idea for the Killer App?


Eco-System for �Visionaries�


Building IMS Eco-System in Malaysia


Open FMC™ Platform

•  Enable the e!cient and rapid creation and support of IMS/SIP applications

•  Standardize the interfaces linking applications to wireless network elements (OSS & BSS) through the use of the "exible object-oriented and web technologies.

•  Create a common and reusable set of development tools

•  Enable content developers maximize the full latitude of Open FMC™ services

•  Innovate and rapidly deploy mobile services.


Wanna Be One of The Millionaires? 10 Tips “How-To”

Work with the Telcos


The 10 TIPS – �How-To�

1.  Survey the market and survey the apps that have been launch by the telcos in Malaysia. Do not duplicate things which have been launched unless yours is being proven to be better (features and can get more revenue).

2.  Ensure you have good technical support to convince the telcos. A good product need to have proper customer service support and clear product roadmap. Its not something which is "one-o#" sort of app. You cannot simply "run" away after selling the product to the telcos.

3.  Have a system that can consolidate your data (tra!c) against the telcos. There might be variances that you might challenge with the telcos. And normally the telcos have the right to use their tra!c data to make payment to you.

4.  Ensure your apps have the right capability to charge the customers. 5.  Get a reliability system to host your application. Cannot a#ord any

downtime.


The 10 TIPS – �How-To�

6.  A telco can commercialize with a techno-preneur but if possible (advisable), work with an established company (CPs) that have establish relationship with the telcos to be your business partner. Its easier to convince this way rather than an unknown company.

7.  Be "exible in your business model. You might lose in the short term but gain in long term. There are times when the telcos didn't realize that a revenue share model can be very risky to them and $nally they have to pay A LOT to the CPs. How they wish they just buy the solution....

8.  Get to know the people in the telcos to ensure you have the buy-in. Some sales life-cycle can be 1 month but some can be 6-12 months period. Don't expect fast wins.

9.  Don't raise your hope so much if there is a verbal agreement from the telcos. Things are so "volatile"... Decisions can change very fast. Get an o!cial award letter.

10.  Ensure that your products have the trust from the customers. Don't cheat them and try to make fast money.


Thank%You%

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