Ernest TaiEricsson Limited

Sept 10, 2002

One-Stop shop toMobile Internet

90% of the time, a new MMS user …

Subscribe to MMS service for free?Subscribe?

When configuration message arrives, press Yes.

Operator X

OTA MMS configuration to

MSISDN X

MMS configuration, press yes to proceed !Proceed?

MMS settings Configured

My MenuWhat’s New?Menu ListOption

MSISDN not in MMS database, UAProf indicates

MMS !MSISDNUA-Prof

Operator X

1

MMS, WAP, SMS? OFF?4

Operator Y

3

?

Compose a message

To: 9123456From: xxxxSubject: xxx

Send?

2

Operator X

80% of time, a new Java user…

My MenuWhat’s new?Menu ListOption

Operator

UA-Prof

List Games for

P800

Java game

$15

$15

1

Java game

Downloading

Operator

Content ChargesGPRS Charges

2

Cell reselectionMoving !

Java game

Downloading

90%

Data

Nack

Data

Nack

3

Java game

Downloading

ERROR !

Connection is bad. Am I charged?

Call CS Hotline

4

What communication problem we are solving?

Operator

Person Person

P2P Operator

PersonContent

P2C

Java MMS WAP(color) WAP(b&w) SMS

How to enable different handsets to talk?

How to enable inter-operator messaging?

Operator X Operator Y

How to enable CP to supply contents efficiently?

Enabling one content to address all handsets & Web?

XML, HTML, WML1.2, WML1.3, XHTML

It’s not only about technology … it’s about …

Technology Enablers

Customization

Integration

End user experience

Marketing

Technology Enablers WAP, MMS, Java, IMPS, MoD

Technology Enablers WAP, MMS, Java, IMPS, MoD

Customization, Integration Inter-operator Legacy phone Flexible charging Content management

Customization, Integration Inter-operator Legacy phone Flexible charging Content management

End user experience Performance, contents, portal

End user experience Performance, contents, portal

Marketing Branding, service offering

Marketing Branding, service offering

MMS – Enable P2P and P2C

MMC

AutomaticAdd to directory

SubscriberDirectory

First time userAuto registration

MMS Phone

WAP Phone

Web Retrieval

MMC

Legacy Phone support

Content Provider Interface

SOAPHTTPSMTP

CP support

Email to Phone

Phone to Email

Email support

IMPS – Enable P2P and M2I

User Status, Mood, Location Buddy List, Chat Room Comply with WirelessVillage IMPS standard Interwork with ICQ, Yahoo/AOL Messenger Interwork with MMS, SMS, WAP, Java

User Status, Mood, Location Buddy List, Chat Room Comply with WirelessVillage IMPS standard Interwork with ICQ, Yahoo/AOL Messenger Interwork with MMS, SMS, WAP, Java

ICQ - 127M users, 700M message per day

ICQ Client

The technology is here, to integrate it end-to-end is the key

InstantMessaging

Mobile Positioning

Video Streaming

Java Provisioning

MMS gateway

WAP gateway

SMS center

2.5G Network

3G Network

GGSNContent Management

Content Providers

Text Messaging

Picture Messaging

Instant Messaging

Java Gaming, MTV

Video Streaming

Location-based service

Internet Browsing

Network Management

Billing Mediation

Satisfying End-user experience throughe2e Performance Optimization

End-to-end Performance Optimization

Capacity,Processor Load,Channel loading,Dropped CallsCongestion

-Latency-Throughput-Successful Service Attempt-Dropped Service

Radio Network

Core Network

Service Network

WAP/Interactive

Multi-media/Streaming

FTP

KPIsKPIs

KPIsKPIs

KPIsKPIs

KPIsKPIsKPIsKPIs KPIsKPIs

Simple tools for content creation

Tools to Resize pictures (WAP, MMS, Java, MPS, etc.) Capture portions of pictures Add multiple frames, voice clips, Ringtones

EnlargeShrink Rotate

Brightness

Sample Viewer

SelectRegion

Frame assembler

Finally … Content Providers

MMS E-card

MMS Ringtone

Java Games

Mobile Finance

Summary

User Experience is everything Enablers without customization will not

meet the user experience The principle is enabling P2P and P2C

communication Ericsson provides the enablers,

networks, and integrate end to end e2e optimization enhance experience Contents tools, Content providers

alliance helps operator reduce time-to-market

Network

Enablers

content

Users

One-stop shop to Mobile

Internet

One-stop shop to Mobile

Internet