“Do you know what works and what doesn’t in online commerce?”

Agenda

• Objectives• The scope of e-commerce• What is MAD• Closer look at some devices• The future of MAD• Planning for MAD• Case Study - Online Voting• MAD Architecture• Summary

Objectives

• Interactive, interesting and fun presentation

• Good understanding of planning and delivering MAD

• Show that MAD is not that far away

Scope of E-Commerce

What is MAD

Multiple Access Devices

MAD is about developing a strategy forcreating profitable relationships with customers via electronic interactions

The future is MAD

Installed Base share by Device Type (2004)

•Internet Gaming Devices (e.g. Dreamcast) - 31.5%•NetTVs (e.g. OpenTV, Liberate) - 29.9%•Internet handheld devices (e.g. Palm, Nokia) - 24.7%•Email terminals - 4.8%•Web Terminals - 4.5%•Internet Screenphones (e.g. Alcatel WebPhone) - 3.9%•Other (e.g. Clarion AutoPC) - 0.7%

IDC Forecast

Personal Computer

Kiosk

Games Consoles

Desktop Phone

Personal Digital Assistant (PDA)

Mobile Phones

Interactive TV – Set Top Box

Interactive TV – SKY / Open

Interactive TV – Telewest /Liberate

Other MAD Stuff

Profiling Devices

• End user perspective

• Device capability perspective

• Technology architecture

End User

• User type

• Usage type

• User experience

• Usability

Device Capability

• Device / screen size

• Browser features

• Add –ons (peripherals)

• Built in applications

• Processor / Memory

• Bandwidth

Technology Architecture

• Gateway

• Bandwidth network

• Content format

• Security

• Session management

SingleFunction

MultiFunction

DeviceCollaboration

Componentisation

Device Roadmap

Planning for MAD

Focus on a “rich media experience” then…

• Why• When• Who for • Where used from• What product/service• Which device

WWW.WWW

Focus on rich media experience

Text

Pictures

Simple Animation

Sound &Video

VirtualReality

Pro

cessin

g

Pow

er

Bandwidth Speed

Rich Media Evolution

Why – start a MAD project

• Cost reduction• Reduce cost per transaction

• Retention• Value added service, give customer choice• Improve access to products/service

• Differentiation• Offer something different than competition

• R&D• Learn about device or MAD

When – start with a device

• Innovator • Pilot• Implementation experience

• Early Adopter• Full launch • First mover advantage

• Fast Follower• Learn from others mistakes• Lower risk of failure

Who – is the user

• Consumer • Lifestage – teenager, housewife, employee• Lifestyle - sports fan, shopper,

• Business• Size - SME, Corporate, Global• Segment - Banking, Retail, Leisure

• Community• Commercial Loyalty clubs• Non-commercial Charities, clubs

Where – used from

Home High St

MobileWorkplace

PCiDTV

Games console

Kiosk

ATM

POS

PC – Web cafe

PCiDTV

Webpad /Laptops

PDA Mobilephone

In CarComputing

In flightComputing

Home applianceWeb-fridge

IP Phones

Vending Machines

What – product or service

• Convenience • Appropriateness• Location

• User experience• Rich Media • “Browse time”

• Information Quality• Depth of information• Quality of information• Interactivity

Which - device

• Size of audience

• Capability

• Cost

• Product / Service

Which Device – Fit for purpose

INFORMATTRACT

SELL

SERVICE

COLLABORATE

iDTViDTV

iDTV

PC PC

PC

PC

PC

Mobile /PDA

KIOSK

KIOSK

PDA

Mobile /PDA

MAD

The world is going MAD (multiple access devices).

No more talking - Entranet has delivered on this promise.

Online Voting

Sun Microsystems asked Entranet to devise a solution for online voting.

Entranet had to overcome major technical hurdles, the most problematic of which was to design a central server that could manage all kinds of different devices, all employing different technical specifications.

Online Voting (cont.)

The system allows citizens to vote in elections via PC, WAP mobile phone, digital television, Palm Pilot, public kiosk, Alcatel telephone, and even a Dreamcast machine.

The press loved it… Link to Tomorrow’s World

WebBrowser

Web Server

eFS Server

Servlet/Router

Java Applet

eFSKey ServerDB

BusinessApps

Bank

Insurance

Investment

INTEGRATION

WAPGateway

iDTVProvider

eFS Content Provision

Entranet Server Pages

XML Transformer (XSL)

BusinessServices

ContentManagement

ProcessManagement

InformationAnalysis

ContactManagement

Security

KnowledgeManagement

Web Server

Servlet/Router

Web Server

Servlet/Router SMSGateway

Tech.Services

TransactionManagement

Security

LoadBalancing

SystemsManagement

Auditing

Config.Management

Entranet’s Architecture for MAD

iDTV Architecture

Web ServerIIS/Apache/Netscape

eFS Server(s)

Servlet/Router

eFS and Legacy core systems

Telewest

Liberate - HTML/JavaScript

C&W NTL

JavaTV

FutureDVB-MHP

eFS Content Provision

XSL StyleSheets

Entranet Server Pages

XMLContent

OpenTV

Open (Sky Digital)

PowerTV

Summary

• MAD is here to stay• MAD is complex – you need a plan• MAD is hard – you need a

architecture

• The focus of MAD should be your customer

Thank you !

Dharmesh MistryChief Technology Officer,

EntranetDharmesh@entranet.co.uk