2. The Mobile Data Industry Today

1. 2. The Mobile Data Industry Today • The Mobile Data Industry attracts a diverse range of players and understanding the people and their motivation is a good place to start our study of the industry. • The refugee from the dot com industry: “I lost a million in the dot com boom but I am going to make my next million here!” • • • • • The subscriber (customer): The person, who pay for service by subscribing to the Mobile operator’s network, pay the bill and calls when things don’t work. Subscribers are increasingly becoming more than ‘consumers’. In some cases, they are becoming producers of content by being active participants in the value chain. • The most important person – the customer • From the customer’s perspective, they see two entities: • the Device manufacturer - who makes the phones. • Mobile network operator – who provides the connection to the network. The Mobile Data Industry Today

2. Service  application deployed (활용되는 응용)=core application + support structure(billing, customer services 등) • Mobile data as a service could be classed into a content based service and a contact based service. • Content based service: the customer is treated as a passive consumer of content. The flow of content is one way i.e. from the media company to the customer via the network. • In the contact based service, two or more people communicate with each other via the networks. SMS is a good example of a contact based service. • The network • Two obvious differences between web based applications and mobile applications. • The application is deployed on a mobile device. • The application is accessed ‘over the air’. The Mobile Data Industry Today

3. 무선통신 관련 용어 • The four classes of wireless networks • - Personal area networks (for example Bluetooth) • - Local area networks (for example Wireless LANs) • - Wide area networks i.e. the mobile operator managed radio frequency networks • - Satellite networks The Mobile Data Industry Today

4. Localized networks • WiFi or Wireless LANs: based on the IEEE 802.11 specification. The most popular and widely used Wireless LAN standard at the moment is 802.11b, which operates in the 2.4GHz spectrum along with cordless phones, microwave ovens and Bluetooth.WiFi enables computers or PDA can connect to the Internet when in the proximity of an access point popularly called a ‘hotspot’. • The Buletooth network: Bluetooth is a wireless technology specification, which enables devices such as Mobile phones, computers and PDAs to interconnect with each other using a short-range wireless connection. • The Radio Frequency (RF) network • - The RF network is a ‘cellular’ service in the sense that the actual network can be viewed as a honeycomb of ‘cells’. The entity that manages the cellular network is called the Mobile Network Operator (also called ‘operator’ or carrier). The Mobile Data Industry Today

5. The Mobile Data Industry Today

6. There are two ways we can categories cellular data transmission technologies: • Historical evolution of data transmission techniques • 2G systems: GSM (Global System for Mobile) is the most popular 2G system. GSM originated in Europe and is the dominant Mobile system across the world. Besides GSM (based on TDMA), other examples of 2G systems are cdmaOne (mainly in the USA), PDC (personal data cellular) in Japan. 2G technologies are typically capable of supporting up to 14.4Kbps data. 2G systems are characterized being ‘circuit switched’. • 2.5G systems: The main functional leap between 2G and 2.5G networks is the adoption of packet switched technologies as opposed to circuit switched technologies. 2.5G networks are capable of theoretically supporting bandwidth up to 144Kbps but typically support 64Kbps. GPRS (General Packet Radio Service) in Europe and CDMA2000 1X in Noth America are examples of 2.5G networks. Applications such as sending still images are possible over 2.5G networks. • 3G systems: 3G technologies are differentiated from 2.5G technologies by a greater bandwidth (theoretically 2Mbps but typically 384Kbps). Possible 3G applications include video streaming. UMTS (Universal Mobile Telecommunications System) in Europe and CDMA2000 in the North America are examples of 3G systems. Note that 3G systems are all based on CDMA technologies. The Mobile Data Industry Today

7. Cellular data transmission techniques • TDMA (Time Division Multiple Access) • CDMA(Code Division Multiple Access) The Mobile Data Industry Today

8. The classic value chain • Mobile Value Chain Service Provider Mobile Operator Device Manufacturer End User The Mobile Data Industry Today

9. Content owners: Content owners include players like Broadcasts, New agencies, Publishers, Entertainment companies. • Service providers / aggregators: A service provider could be a mobile operator or an independent portal. • Mobile network operators: Mobile network operators actually manage the physical network. • Device manufacturers: are often the first physical point of interaction with the customer. • End users: The end user is the actual consumer of content and pays for the content. The end user defines the market demand. The Mobile Data Industry Today