Creating Mobile Services: Creating Mobile Services: opportunities and challenges opportunities and challenges

from the developerfrom the developer ’’s perspective.s perspective.The SPICE projectThe SPICE project

Business Models for beyond 3G workshopBusiness Models for beyond 3G workshopWWI crossWWI cross--issueissueLuca Galli Luca Galli -- NeosNeos

Copenaghen, June 26th 2006Copenaghen, June 26th 2006

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Motivations for a B3G Motivations for a B3G service platform projectservice platform project

�� Redefining the telcosRedefining the telcos’’ role in a beyond 3G worldrole in a beyond 3G world�� From access to service providerFrom access to service provider

�� Opening platform capabilities to 3rd partiesOpening platform capabilities to 3rd parties�� Support multiSupport multi--vendor, multivendor, multi--technology technology

middleware platformsmiddleware platforms�� Provide services timelyProvide services timely

�� Accelerate creation & delivery of servicesAccelerate creation & delivery of services

�� Managing interManaging inter--domain aspectsdomain aspects�� Service provisioning, interService provisioning, inter--workingworking

�� Hiding complexity and heterogeneityHiding complexity and heterogeneity�� Make services intelligent and easier to useMake services intelligent and easier to use

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B3G beyond the B3G beyond the ““ 3 Gs3 Gs””(girls, games, gambling)(girls, games, gambling)

�� Enable all stakeholders in building beyond 3G services Enable all stakeholders in building beyond 3G services that go beyond the that go beyond the ““3 Gs3 Gs”” of most of todayof most of today’’s mobile content s mobile content -- girls, games and gamblinggirls, games and gambling

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SPICE project overviewSPICE project overview

�� SPICE (Service Platform for Innovative Communication EnvironmentSPICE (Service Platform for Innovative Communication Environment), ), proposal accepted in ISTproposal accepted in IST--FP6 Call 4FP6 Call 4�� Started on January 2006 and running until midStarted on January 2006 and running until mid--20082008�� Coordinator: France Telecom; technical manager: AlcatelCoordinator: France Telecom; technical manager: Alcatel

�� OperatorsOperators�� France Telecom, Telecom Italia, France Telecom, Telecom Italia, TelefonicaTelefonica, , TelenorTelenor, ,

DoCoMoDoCoMo EurolabsEurolabs, Telecom Poland, Telecom Poland

�� VendorsVendors�� Alcatel, Ericsson, Nokia, Siemens, NEC, BullAlcatel, Ericsson, Nokia, Siemens, NEC, Bull

�� SMESMEss�� NeosNeos, Iris, Iris

�� Research Research CentrCentrees / Academicss / Academics�� TelematicaTelematica InstituutInstituut, , FraunhoferFraunhofer FokusFokus, ,

Univ. of Kassel, Univ. of Surrey, Univ. of Turin, Univ. of Kassel, Univ. of Surrey, Univ. of Turin, NTNU Trondheim, Univ. of BrusselsNTNU Trondheim, Univ. of Brussels

�� Operational PM supportOperational PM support�� AlmaAlma

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SPICE visionSPICE vision

�� Design, develop, evaluate Design, develop, evaluate and prototype an extendable and prototype an extendable overlay architecture overlay architecture and framework that supportsand framework that supports�� Easy and quick service creation Easy and quick service creation

of intelligent and ambientof intelligent and ambient--aware servicesaware services�� Cooperation of multiple Cooperation of multiple

heterogeneous execution environmentsheterogeneous execution environments�� PanPan--European sEuropean seamlesseamless delivery delivery

of services across operator domains, of services across operator domains, �� networksnetworks and terminalsand terminals

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SPICE highSPICE high --level objectives level objectives

�� Provide a Provide a unified and seamless wayunified and seamless way to deliver services over to deliver services over heterogeneous execution platformsheterogeneous execution platforms , networks and terminals, networks and terminals

�� Put the Put the endend --user at the central placeuser at the central place of service of service providersproviders’’ concernsconcerns

�� Enrich the service landscape Enrich the service landscape (increase service intelligence)(increase service intelligence)

�� Create a Create a trusted and open platformtrusted and open platform to simplify the use of to simplify the use of services and devices through personalization and customizationservices and devices through personalization and customization

�� OpenOpen--up to up to new business modelsnew business models and value networksand value networks

�� Allow for Allow for PanPan--European service provisioningEuropean service provisioning and and Service Oriented Architecture in a Service Oriented Architecture in a telcotelco--IT converged platform IT converged platform environmentenvironment

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SPICE principlesSPICE principles

�� ““UserUser--centriccentric”” services will be implemented following a services will be implemented following a ““telcotelco--centriccentric”” approachapproach�� TelcosTelcos are at the crossroad of networks, know best about the users, are at the crossroad of networks, know best about the users,

know about all sort of terminal/devicesknow about all sort of terminal/devices

�� As the As the telcostelcos become service providers, they should stay at become service providers, they should stay at the central place of any value networkthe central place of any value network�� TelcosTelcos communicate with people, not with devices!communicate with people, not with devices!

�� Enable new service ecoEnable new service eco--systemssystems�� More complex and dynamicMore complex and dynamic�� SOA approach SOA approach �� Semantic enabledSemantic enabled�� InterInter--domain cooperationdomain cooperation�� New billing strategiesNew billing strategies

�� Provide open and controlled accessProvide open and controlled access

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The developersThe developers ’’ perspectiveperspective

�� Application and service developers are usually asked to Application and service developers are usually asked to contribute with innovative ideas, delivery quality, fast design contribute with innovative ideas, delivery quality, fast design and development cycles, effective and efficient cooperationand development cycles, effective and efficient cooperation

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SPICE scenarios SPICE scenarios and business modelling workand business modelling work

�� A set of original scenarios created in SPICE, combined with A set of original scenarios created in SPICE, combined with early results from business modelling work, generated the early results from business modelling work, generated the following highlights on the developersfollowing highlights on the developers’’ perspectiveperspective

Scenarios for next Scenarios for next Scenarios for next Scenarios for next generation servicesgeneration servicesgeneration servicesgeneration services

Business analysis Business analysis Business analysis Business analysis and and and and modellingmodellingmodellingmodelling• Role of Stakeholders and business modelling• Analysis of new advanced services• Scenario-driven business and revenue estimates

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DevelopersDevelopers ’’ needs and wants needs and wants from SPICE scenariosfrom SPICE scenarios

�� Access to components repositoryAccess to components repository�� Basic & composite componentsBasic & composite components�� Not reinventing the wheel and invest money in (really) new Not reinventing the wheel and invest money in (really) new

developmentsdevelopments

�� Easy (or Easy (or ““quick and dirtyquick and dirty””) mock) mock--up creation capabilities up creation capabilities --for nonfor non--technical users too!technical users too!�� Specify the requirements and enable bids from a range of selecteSpecify the requirements and enable bids from a range of selected d

external suppliersexternal suppliers�� Service description expressed in an agnostic highService description expressed in an agnostic high--level languagelevel language�� Create a mockCreate a mock--up in a up in a couple of hourscouple of hours

��Even if nonEven if non--functionalfunctional�� It can be displayed on any standard mobile terminal as well as It can be displayed on any standard mobile terminal as well as

on PC or TVon PC or TV--based interfacesbased interfaces

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DevelopersDevelopers ’’ needs and wants needs and wants from SPICE scenarios (contfrom SPICE scenarios (cont ’’d)d)

�� Enable testingEnable testing�� A A ““service tester" is also used to build a client that will use theservice tester" is also used to build a client that will use the new new

mockmock--upup��Early tests with endEarly tests with end--users are supported toousers are supported too

�� Improve communication between a business service Improve communication between a business service user/customer and the related third partiesuser/customer and the related third parties�� E.g. the mockE.g. the mock--up can be quickly delivered to partners selected for up can be quickly delivered to partners selected for

the bid over a common platformthe bid over a common platform

�� Enable quick and efficient iteration among the same actorsEnable quick and efficient iteration among the same actors�� E.g. because developers are asked to submit in a couple of days E.g. because developers are asked to submit in a couple of days an an

early prototype with limited functionalities and an economic proearly prototype with limited functionalities and an economic proposal posal for the full implementationfor the full implementation��But likely protototypes will need further refining and the serviBut likely protototypes will need further refining and the service will ce will

need to be released in several versions once launchedneed to be released in several versions once launched

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DevelopersDevelopers ’’ needs and wants needs and wants from SPICE scenarios (contfrom SPICE scenarios (cont ’’d)d)

�� Enable full integration into the service lifecycleEnable full integration into the service lifecycle�� Import of the service on the platformImport of the service on the platform

�� Registration of the newly created service in the platform (SPICERegistration of the newly created service in the platform (SPICE) ) service landscapeservice landscape�� Including integration of the application into added value compleIncluding integration of the application into added value complementary mentary

services such as customer care and billingservices such as customer care and billing

�� After the service is registered the endAfter the service is registered the end--users may activate users may activate (subscribe) and use the services(subscribe) and use the services

�� Service download, installation and activation/deactivationService download, installation and activation/deactivation

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Is it (already) that easy?Is it (already) that easy?

�� A number of technology and business challenges stay in A number of technology and business challenges stay in between between –– but the good news is that some of them are but the good news is that some of them are opportunities too...opportunities too...

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Design and development challengesDesign and development challenges

�� Proprietary solutions for service creationProprietary solutions for service creation�� Some US startSome US start--ups moving quickly here offering serviceups moving quickly here offering service--based based

models e.g. with regard to mobile marketing solutionsmodels e.g. with regard to mobile marketing solutions

�� Development tools lack enough support for mobile Development tools lack enough support for mobile applications and services creationapplications and services creation�� DevicesDevices’’ heterogeneity makes very difficult to reach a heterogeneity makes very difficult to reach a

sizeable target for any given application or service ideasizeable target for any given application or service idea� Differences across software environments, graphics and display

capabilities, keyboards etc.�� Devices are also difficult to be managed (i.e. updated, configurDevices are also difficult to be managed (i.e. updated, configured ed

etc.) especially for technically inexperienced users (or too cosetc.) especially for technically inexperienced users (or too costly and tly and complex for business users)complex for business users)��But this is also an opportunity for IT outsourcers (or manufactuBut this is also an opportunity for IT outsourcers (or manufacturers rers

even)even)

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Interoperability challengesInteroperability challenges

�� Consistency of service profilesConsistency of service profiles�� Build a userBuild a user--defined service profile that supports seamless defined service profile that supports seamless

switching between different network operators while maintaining switching between different network operators while maintaining link link with the service providerwith the service provider

�� The infrastructure should allow users and ASPThe infrastructure should allow users and ASP’’s to define their own s to define their own set of subscribed services based on available services and serviset of subscribed services based on available services and service ce providersproviders

�� PaymentPayment�� Linking with different payment networks will also be required inLinking with different payment networks will also be required in a a

mobile environment and will in essence not greatly differ from tmobile environment and will in essence not greatly differ from the he payment networks used on the internetpayment networks used on the internet

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Value network challengesValue network challenges

�� Support flexible and efficient revenue sharing schemesSupport flexible and efficient revenue sharing schemes�� Make them manageable according to fineMake them manageable according to fine--grained criteria such as grained criteria such as

timeframes, business performances, incentives and the likestimeframes, business performances, incentives and the likes�� Dynamic and realDynamic and real--time creation of agreements between different time creation of agreements between different

actors on the moment of the service creation, without preceding actors on the moment of the service creation, without preceding negotiations being necessarynegotiations being necessary��RealReal--time business models!time business models!

�� Market positioning of application and service developersMarket positioning of application and service developers� Very often service developers are not able to lead or really kick-off

initiatives based given the complexity of the value network and needed investments

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The biggest challenge The biggest challenge –– and opportunity and opportunity Users as creatorsUsers as creators

�� Mobile userMobile user--generated contentgenerated content�� With the notable exception of picture and video taking With the notable exception of picture and video taking

(and messaging), there is a lack of easy to use, accessible (and messaging), there is a lack of easy to use, accessible useruser--oriented tools for mobile useroriented tools for mobile user--generated contentgenerated content��Still other examples, e.g. podcasts, are encouragingStill other examples, e.g. podcasts, are encouraging

�� Tools for allTools for all�� Make service prototyping tools accessible also to professionals Make service prototyping tools accessible also to professionals

other than mobile technology specialistsother than mobile technology specialists�� Including people with special needs (i.e. reduced Including people with special needs (i.e. reduced

or missing abilities due to age or missing abilities due to age or other factors)or other factors)

� In a social dimension

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More social More social ““ web 2.0web 2.0 ””opportunities / challengesopportunities / challenges

�� Folksonomies and taggingFolksonomies and tagging�� Tagging systems go mobile (e.g. mobilicio.us from del.icio.us)Tagging systems go mobile (e.g. mobilicio.us from del.icio.us)

�� Including applications to annotate POIsIncluding applications to annotate POIs

�� Sharing Sharing –– including the local/personal sphereincluding the local/personal sphere�� People share media of various types but also profiles, People share media of various types but also profiles,

recommendations and contacts, and do so also over PNsrecommendations and contacts, and do so also over PNs

�� Mashups (third party APIs) and clonesMashups (third party APIs) and clones�� e.g. create your own Web application by e.g. create your own Web application by ““cloningcloning”” an existing one an existing one

on Ning (on Ning (““like it, clone it, run itlike it, clone it, run it””), all in a matter of minutes), all in a matter of minutes�� ““Mobile mashupsMobile mashups”” are a hot topic alreadyare a hot topic already

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Big breakthroughs do happen Big breakthroughs do happen sometimes sometimes –– work to do here!work to do here!

�� Yahoo! circa 1995 & Kmaps (ULocate) 2006...Yahoo! circa 1995 & Kmaps (ULocate) 2006...

Thank you very much Thank you very much for your attentionfor your attention

L.Galli L.Galli -- NeosNeosluca.galli@neosresearch.comluca.galli@neosresearch.com

News and public documents News and public documents on the the SPICE project websiteon the the SPICE project website

http://www.isthttp://www.ist --spice.orgspice.org