Dr. Venu VasudevanSenior Director, Software Platforms ResearchMotorola Technology

Evolution of Mobile Information Services

Pelorus DIS ‘08 SUMMIT

2MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

From a call ... …to a rich information service

Mobile Directory Information Services are Evolving

Rich Information Services

Yellow Pages, White Pages, local search, directions plus a lot more

3MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

outline

evolving needs of mobile information services

the mobile platform response

implications for local search and DA/DIS

4MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Trends in mobile information services

mobile mediagoes mainstream

value-creation gets two-sided

browse & render�

rich interaction

pay-to-play �

ads and analytics

monetizationmonetization

servicesservices

contentcontent

inte

ract

ion

inte

ract

ion

MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

mobile media goes mainstream

6MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

The Morphing of Cell Phones: technology push ..voice � rich media

First Commercial

Portable Phone

GSM SMSPTT

WAPGPRS

Downloads

PhotoCamera

3G

The Device Formerly Known as the Cell Phone

Voice Mail

Dual-band

Tri-band

ColorDisplay

HS-CSD

Java J2ME

EMS

RotatorDesign

Bluetooth

MMS

Skins

Video Streaming & Camera

IM

94 9783 92 99 00 02 04 05

WiFiEDGE

LinuxWinCE

A-GPS Quad-band

Java / Linux

SurroundSound

OutlookiMode

QDualhingeTransFlash

PolyphonicMP3

Polyphoniccompose

06

AMPS

Broadcast Video

DVB-H802.16

01

7MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

.. meets user pullvoice � search, media, social

8MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Content and communication get ‘mashed up’

User-Generated Content(restaurant 360o)

Community(user reviews)

Commerce(coupons)

Voice Call(directions to Restaurant)

9MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Relevant device technologies

. More functions perKeyboard square inchMorphableMorphableMorphableMorphable keyboardkeyboardkeyboardkeyboard

Mode shifting

Crystal talkCrystal talkCrystal talkCrystal talk. Improved voice performance in noisy

environments

PushPushPushPush----totototo----mediamediamediamedia. Share media while you talk

High quality video capture, onononon----devicedevicedevicedevice edit, share, publish

Z9 ROKR E8 RIZR Z10

MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

value becomes two-sided

11MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Values chain. from one-sided to two-sided

12MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Value. From one-sided to two-sided

pre-sales post-sales

extra

-dev

ice

valu

ein

tra-d

evic

e va

lue

. .influences ODM investment in applications and services

MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

services spill out of the browser ..

ask&answer � rich interaction

14MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Browsing to Experiences

Active idle screens

improve accessibility, discoverability and the delivery of data services

Mobile Widgets

15MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Active Idle Services – A Case Studyreducing click friction

1 click: Excerpt Screen

Relaxed reading

Idle Screen

Snippets of information .

2 clicks: Launch Browser

Full story access

Cached Content

SCREEN3TM capitalizes on the phone’s downtime to cache featur e rich content

16MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

SCREEN3TM Technology

CONTENT FEEDS

Industry standard content feeds

(e.g., RSS) are delivered to a

media gateway server, which

adjusts the feeds and delivers

them to the device's “always on”

portal. This server also provides

billing, operator control, and

tracking capabilities.

SMART

SYNCHRONIZATION

Intelligent synching between

the media gateway and

client ensures that only new

content is delivered,

minimizing network traffic. EASY ACCESS

The device caches the

content and displays it

seamlessly to the user.

Web

MediaGateway

Device

17MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

SCREEN3TM – Value Proposition

• For the Consumer…• Easy to use• Zero-Click. Information is brought to home screen

• For the Operator…• Solves traditional services challenges

• No need for user to find information

• No need to figure out how to use

• Simple 3rd-party development of additional “channels”

• Reduce marketing costs of new services, let the device do it for you…

18MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Mobile Widgets

‘bite sized’ web

easy install, discover, run

strong potential for ads & analytics

MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

from pay-to-play to ads & analytics

20MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Mobile Advertising : hype to hope

U.S. Mobile Advertising Forecast ($Millions)

Search 1 3 8 0 6 6 9 1,0 77 1,58 8

W A P 12 6 2 6 2 4 6 1 74 2 1,0 9 4

V id eo 12 3 6 9 2 2 2 1 4 2 6

In- C ont ent 0 6 8 156 3 2 3 6 0 4

Id le Screen 0 3 1 6 6 12 6 2 2 1

SM S/ M M S 2 9 5 3 54 4 2 4 50 9 6 11

2 0 0 6 2 0 0 7 2 0 0 8 2 0 0 9 2 0 10

21MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Enhancing ad experiences on the mobile

UI’s for rich branding

Click-to-actionSupport forenhanced targeting

22MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Flexible “Skinning” : Controlled Brand Experience

beyond interstitials. balancing brand exposure

and user interruption

23MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Extending the Brand Relationshipfrom direct to derivative use

Restaurant:Restaurant:

Weber GrillWeber Grill

1030 South Meacham 1030 South Meacham

847847--413413--08000800

Weber GrillWeber Grill

transparentclipboarding

sms application phonebook application

24MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Intelligent Targeting based on device intelligence

YP request forChicago Bars

affinity forsports tv

JoeJoe’’ss

Chicago Chicago

847847--434434--08400840

Ad for chicago sports bars

targetedad

current

request

past behavior

25MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Multi-layered performance models

Mobile Local search Impressions (‘eyeballs’)

Click-to-find

Click-to-save (loyalty)

Sources: eMarketer, Kelsey Group

Click-to-navigate

‘My Favorites’

Click-to-share (viral mktg)

* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t

Search R esults

* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t

Search R esults

* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t

Search R esults

* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t

Search R esults

MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

looking ahead ..

27MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

The Morphing of Cell Phones: voice � rich media � ?

First Commercial Portable Phone

GSMSMS

PTT

WAP

GPRS

Downloads

PhotoCamera

3G

The Device Formerly Known as the Cell Phone

Voice Mail

Dual-band

Tri-band

ColorDisplay

HS-CSD

Java J2ME

EMS

RotatorDesign

Bluetooth

MMS

Skins

Video Streaming & Camera

IM

94 9783 92 99 00 02 04 05

WiFiEDGE

LinuxWinCE

A-GPS Quad-band

Java / Linux

SurroundSound

OutlookiMode

QDualhingeTransFlash

PolyphonicMP3

Polyphoniccompose

06

AMPS

Broadcast Video

DVB-H802.16

01

Mixed reality

Sensor& Context

Intelligence

Device Ensembles

28MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Rich graphics drive compelling broadband search exp eriences

AMC 6

Movie

Theater $4

until 5:00PM

Westin

Hotel $35

tonight only

You parked

HERE! 30

Minutes left

on meter

Average data transfer rates*

WiMAX

HSDPA

EV-DO

UMTS

EDGE

CDMA 1X

GPRS

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 (MB)

60 kbps

115 kbps

256 kbps

400 kbps

1.0 Mbps

4.0 Mbps

35 kbps

aacPlus v232 kbps

aacPlus64 kbps

AAC/WMA128 kbps

MP3160 kbps

LTE

802.11g

4.0 Mbps

14.4 Mbps

MP3 song

11 mins

6 mins

3 mins

2 mins

38 secs

10 secs

18mins

10 secs

3 sec

29MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Implications for DIS and local search

• Enablers to provide value-added services in the context of a call

• Longitudinal user relationship. From call to rich media conversation

• New monetization models around ads, analytics and social networking

30MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.

Pelorus DIS’08 summitEvolution of Mobile Information Services

Thank you.