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WAP Services and eCommerce in Today’s Networks

confidential

© 1997 Unwired Planet, Inc.

WAP Means Leverage

Leverage existing Circuit-Switched Data networks and infrastructure.

Leverage existing bearers, like SMS Leverage current handsets/chipsets Leverage consumer adoption of

mobile phone Leverage Internet applications Leverage Telephony applications

confidential

© 1997 Unwired Planet, Inc.

Market Drivers and Enablers

Market Drivers 300 Million Mobiles 1% per month

penetration growth Competition Customer Svc

Costs Mobile Users

“unmet needs”

Market Enablers The Internet WAP Leverages

Existing Web Content, RDBMS’

Digital Phone Innovations

“First Movers” are Moving!!

confidential

© 1997 Unwired Planet, Inc.

Key to WAP: Applications run on all Networks - all handsets

Internet Applications

Browsers

CDMA

WAP Server

Wirelessnetworks

GSM

WAP Server

TDMA

WAP Server

CDPD

WAP Server r

iDEN

WAP Server

WEB

Carriers Leverage Tools & Applications

confidential

© 1997 Unwired Planet, Inc.

Market Enabler:Phones Becoming Internet Appliances

Why?– Until now, phone OS defined

2–3 years before delivery

– Every vendor, model is different

– Cannot be changed for the life of the handset

– Severely limits discoverability, usability, supportability and functionality of carrier’s features

confidential

© 1997 Unwired Planet, Inc.

Market Enablers:The New Way

Standard browser EMBEDDED in

handset

– Handset vendor determines basics

font, key layout, etc.

– Carrier controls top-level service menus

Applications completely defined on

servers

– Work on all browser-enabled handsets

– Add new services or modify any time

– Anyone can develop services!

confidential

© 1997 Unwired Planet, Inc.

Why Data on the “Commodity” Mobile Phone?

Accepted Form Factor: 300M Personal: Phone Identity is an

individual, known to operator Persistent: Always “on,” always “in

pocket,” can get your attention. Cheap, Simple, Small: The first

consumer’s Internet device One-Handed: Fits mobility needs

confidential

© 1997 Unwired Planet, Inc.

Building Demand: Where to Begin?

Begin with the Subscriber

Create Applications that Solve Problems

Learn the Human Factors issues and opportunities

Leverage the platform in existing phones, networks

Keep It Simple

confidential

© 1997 Unwired Planet, Inc.

What are WAP Service Categories?

– Mobile Customer Care: Bell Mobility Canada, AT&T Wireless

– Consumer Banking: Banque National de Paris and others

Status, (Alerts, Transactions)

– Mobility enhancers: Travel tickets: Train (airline) Traffic…Information

– Information: Personalized and Deep

– Merchandise and Services: The kicker

confidential

© 1997 Unwired Planet, Inc.

Ecommerce: Part of the Overall Tiered Strategy

Tier 1: Mobile Customer Service:

Tier 2: Basic Info Services:

weather, travel, traffic, restaurants, cinema, festivals, games, special interests

Tier 3: Pay Per View “Personalized”

Tier 4: Merchandise and coupons

confidential

© 1997 Unwired Planet, Inc.

Tier 1: Mobile Customer Care--Why?

– Introduce consumers incrementally Bell Mobility: Moved web-care to handset; preserved

all database programming AT&T Wireless: Promoted Long Distance service on

the PocketNet with push notification, coupon

– Lower costs of customer care Online care: $.01 per transaction OnPhone care: $1-5 PER MINUTE!

– Appear to Differentiate std. voice services Take orders for “mystery” services, like voicemail Train users on Call Forwarding, Int’l roaming Make self-care easier than human care

confidential

© 1997 Unwired Planet, Inc.

E-Care Example: Feature Promotion

Easy to DiscoverEasy to Buy

Instant Activation

New Offers Any Time!

confidential

© 1997 Unwired Planet, Inc.

Tier 2 and 3: Mobile Wireless Banking: Why?

Mobile Wireless Banking Benefits – Convenience

Mobile phone always available can use “downtime”…to accomplish tasks

– 10x Better than Interactive Voice Response “serial” menu navigation memorization of options frustrating time consuming--no control over speed users like visual feedback--more control

confidential

© 1997 Unwired Planet, Inc.

Application Examples: Online Banking

Account Status

Notifications

Transactions

1> Checking

2 Savings

3 Credit Card

Select 1 >Balance

2 Checks

3 Deposits

4 Electronic Debits

Select Bal: $ 564.23

Date: 6-12-98

Select

1> Checking

2 Savings

3 Credit Card

confidential

© 1997 Unwired Planet, Inc.

Tiers 2 and 3: Mobility Enhancers--Why?

They Provide Freedom

– freedom from PC, analog lines, IVR

– freedom to take the Best Route to the Place you want to go

– freedom to get your job done and get home What Are They?

– Train Tickets

– Plane Tickets

– Traffic, Driving, Walking Directions

confidential

© 1997 Unwired Planet, Inc.

Mobility Enhancing Information, Transactions

Mobile Users need:– Travel Tickets and reservations

– Restaurant information and reservations

– Driving and walking directions

– Directory information

– Targeted news

– Email and Intranet access

Needs are concentrated and specific

confidential

© 1997 Unwired Planet, Inc.

Directory Information:Infospace

Content aggregator– Yellow pages, white pages, addresses

– Weather, entertainment news

– 800 numbers, reverse phone number

– Driving directions-based on “landmarks”

HTML-based Web page for personalization

confidential

© 1997 Unwired Planet, Inc.

Ecommerce Apps: Selling Information

When you are mobile, the fundamental value of information changes.– MOST information has LESS value

– 5-10% of the information, that which YOU need, has tremendous value

Example: Flight Schedules– If your flight is cancelled, and you are in the

airport, what is the value of a personalized Flight Timetable?

confidential

© 1997 Unwired Planet, Inc.

Data Broadcasting Corporation

Premier financial information service on the Web

Market indices, stock quotes, financial news, company charts (through fax)

Personalizable

confidential

© 1997 Unwired Planet, Inc.

Niche user need:Stock Brokerage Accounts

Stock Brokerage– Portfolio status

– Notifications of stock thresholds met

– Buy/Sell stocks when market is hot

– Stock quotes

– Fax transaction record

confidential

© 1997 Unwired Planet, Inc.

WAP Services: Tiers 1, 2, 3 summary

Tiered Information services

Tier 1: Voice service promotion

Tier 2: Basic Info Services

Give away minutes to invite discovery

The Girl Scout cookie business model

Tier 3: Pay Per View “Personalized” weather, travel, traffic, restaurants, cinema, festivals, special interests

confidential

© 1997 Unwired Planet, Inc.

Ecommerce Merchandise: Solves a Problem, Meets User Need

Tier 4: Merchandise– The Impluse Buy

CDNow, Amazon.com, Gap Push coupons--using profilesPull--for bored

commuters & “surfers”

– The Last-minute, no-time stuff Pull--with known profiles Peapod Groceries, Gifts, 1-800-Flowers AutoMall, Electronics, Drugstore.com

confidential

© 1997 Unwired Planet, Inc.

Personalization: Critical Success Factor

– Service usage depends on personalization/profiling

– Device too constrained for “browsing”

– Successful offers tuned to user preferences

data warehouse becomes valuable to user as well as the operator

“push” acceptable to me when requested Mileage Plus awards: the junk mail we love

and accept because it’s personalized.

confidential

© 1997 Unwired Planet, Inc.

Simple Personalization:The Weather Underground

Weather information for cities all over the world

City search based on names or ZIP codes (for US cities)

User can bookmark cities

confidential

© 1997 Unwired Planet, Inc.

Key to Ecommerce: Personalization, in real-time

Back-end engine: Rules-based profile management and filtering: Broadvision 1:1– User defined preferences AND “learned”

preferences

– Site MUST develop interactive relationship to bring users back

– Fosters sense of community and ownership, as in real world.

– Interactive relationships form barriers to vendor switching.

confidential

© 1997 Unwired Planet, Inc.

Compelling Applications…

Real-time, interactive Voice AND Data Powerful messaging Print-to-fax Guaranteed delivery notification Universal inbox End-to-end security

Take Advantage of the Phone’s Best Features

confidential

© 1997 Unwired Planet, Inc.

Implementations: Fail and Iterate constantly

Successful Service Providers: Plan and Welcome Failure Iterate regularly Introduce New Services monthly Communicate with users

– Focus Groups

– Early adopters

– Plain old consumers

confidential

© 1997 Unwired Planet, Inc.

Summary of WAP Service Categories

– Mobile Customer Care: Bell Mobility Canada, AT&T Wireless

– Consumer Banking: Banque National de Paris and others

Status, (Alerts, Transactions)

– Mobility enhancers: Travel tickets: Train (airline) Traffic…Information

– Information: Personalized and Deep

– Merchandise and Services: The kicker

confidential

© 1997 Unwired Planet, Inc.

Planning for Next Generation Networks

Start Early, Introduce gradually

Build Excellence in Applications, Partners

Identify key services by tracking user behavior

Upgrade networks as usage proliferates

Learn from the Internet:

Personalization

Iteration

Focus on customer’s unmet needs