Migrating from Wired to WirelessBest Practices and Winning Strategies

The Perspective

By Derek KertonSlides available online at www.kerton.com

Some Assets of TWDC

Parks and ResortsStudiosConsumer ProductsDisney TravelTelevision / RadioInternet Group

The Internet is Splitting

“Internet” is no longer synonymous with the world wide web.Devices are differentISPs are differentContent has to be different

What Content to Migrate?We need to answer this before we think

about partnering.

Factors For Consideration1. Terminal Technical Specifications2. I/O Capabilities (UI)3. Demographics4. Psychology, perception of device5. Where It’s Used6. What It’s Used For

Different Firms - Different Needs

Blockbuster Video Branding revolves

around your videotape being available

Getting the info out is the most important criteria

“pretty” presentation is less important

Disney Presentation is a

large part of the magic

Branding revolves around great “guest” experiences

Different Firms - Different Solutions

Blockbuster Video Could satisfactorily

scrape web pages, reducing cost and getting content out quickly.

Could satisfactorily use a machine to automatically format the content for each device.

Disney Scraping web pages

results in unacceptable quality and high failure risk.

Automatically reformatting content results in unacceptably low quality presentation.

What are Our Building Blocks?

Intellectual Property

(ideas)

Book (Gutenberg)

Newspaper articleMotion Picture

Radio Commentary (Paul Harvey)

Website

One media seldom fits onto another. Any exceptions?

What are Our Building Blocks?

Intellectual Property

(ideas)

Book (Gutenberg)

Newspaper articleMotion Picture

Radio (Music, Paul Harvey)

Website

Wireless Device

What are Our Building Blocks?

Intellectual Property

(ideas)

Book (Gutenberg)

Newspaper articleMotion Picture

Radio Commentary (Paul Harvey)

Website

Wireless DeviceA new medium demands fresh thinking

Wireless and Streaming

Application Server

SMART Service Platform

SMART Technology Hub / Engineering Platform

Tools, SDKs,Packages, Libraries

Proxies

Architecture Model

SMART Infrastructure Platform / SMART Environment

Vertical Products Wireless Services

Broadband Products Broadband Services

Protocol Interface

Entity Interface User-Agent

Presentation Layer

SMART Hierarchical Model

We’ve developed content for...

Internet PhonesPalm VII (WCA) OmniSkyPocketPCAvantGoMobile Laptopsi-ModeMore…

With a Little Help From Our Friends

Co-operative deals:MotorolaSegaEricssonAvantGoPalmOpenwavemore…

Example – Millionaire PQA

Examples- PDA

Pocket PC

For your kids

Any-whereIn the

Magic Kingdom

Distribution Deals -Ensure Consumer Access

ABC .com

ABCNEWS.com

Disney .com

ESPN .com

Family .com

Mr. Showbiz

AT&T Wireless PocketNet X X X X X X Sprint PCS X X X Verizon Wireless Mobile

X X

Palm X X Nextel X X X NTT DoCoMo X Omnisky X X Nokia/SBC X Qwest X X X PacketVideo X Indicast X

Where to find DIG wireless content

The ‘Whole Product’ has Changed

Wireless voice was fully controlled by CarrierWireless Data, IP access, as wellWireless Portals and content packages are NOT

- - - - - - - - - Mobile Internet Value Chain - - - - - - - -

Billing Gateway Infrastructure Terminals

Ideas Production Presentation

CarrierContent

Media Companies Need Partners

Distribution deals with carriers Development deals with vendors Possibly wireless ASP support Content Sponsors and advertising Technology

Text-Based content has now been done. What’s next?

The implications of 2.5G and 3G

ProsBetter terminals and greater bandwidth are ideal for Disney’s rich media.Better applications will drive consumer acceptance.

ConsThe complexity of development is growing exponentially.In-house development will not be able to keep up.

Case Study: Disney-i

Melody Download Screen Images(1/3)

Select from the following menu:

①Disney Standard②Monthly Theme③Disney’s Latest

④Weekly Quiz⑤Top5 Ranking⑥My History⑦What Is D-point?⑧My Menu Registration⑨To Disney Channel Top

Top Page ie: ①Disney Standard

・ Mickey Mouse March・ Electrical Parade・ It’s A Small World・ When You Wish Upon A Star・ High-Ho・ Chim-Chum-Che-Ree・ Zip-A-Dee-Doo-Dah・ Beauty & the Beast・ A Whole New World・ Can You Feel The Love Tonight?

⑧Return⑨To Disney Channel Top

ie: Mickey Mouse March

⑧To Melo★ Disney Top⑨To Disney Channel Top

The “Weekly Quiz” link appears randomly for only 2 days to notify the user that the quiz is new. For those who consent, an e-mail notice is also sent.

Melo★Disney

Disney Standard

Mickey Mouse March

①Download melody

Specifics – Who do they need?

RingTone specialistsJ2ME specialistsBREW expertsGaming gurusProven players, stable, reputable, quality, economicalMVNO partners?

Speaker Bio

Built Disney’s original wireless team out of the former Infoseek in mid 1999.Moved team to parent company, developed strategy, relationships, and applications.Left Disney July 1 to do consultingOngoing work with Disney and contracted by Rezn8 for a confidential wireless project in Las Vegas.

Migrating from Wired to WirelessBest Practices and Winning Strategies

Slides available online at www.kerton.com

Derek Kerton,

Principal