Mad2
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Transcript of Mad2
“Do you know what works and what doesn’t in online commerce?”
Agenda
• Objectives• The scope of e-commerce• What is MAD• Closer look at some devices• The future of MAD• Planning for MAD• Case Study - Online Voting• MAD Architecture• Summary
Objectives
• Interactive, interesting and fun presentation
• Good understanding of planning and delivering MAD
• Show that MAD is not that far away
Scope of E-Commerce
What is MAD
Multiple Access Devices
MAD is about developing a strategy forcreating profitable relationships with customers via electronic interactions
The future is MAD
Installed Base share by Device Type (2004)
•Internet Gaming Devices (e.g. Dreamcast) - 31.5%•NetTVs (e.g. OpenTV, Liberate) - 29.9%•Internet handheld devices (e.g. Palm, Nokia) - 24.7%•Email terminals - 4.8%•Web Terminals - 4.5%•Internet Screenphones (e.g. Alcatel WebPhone) - 3.9%•Other (e.g. Clarion AutoPC) - 0.7%
IDC Forecast
Personal Computer
Kiosk
Games Consoles
Desktop Phone
Personal Digital Assistant (PDA)
Mobile Phones
Interactive TV – Set Top Box
Interactive TV – SKY / Open
Interactive TV – Telewest /Liberate
Other MAD Stuff
Profiling Devices
• End user perspective
• Device capability perspective
• Technology architecture
End User
• User type
• Usage type
• User experience
• Usability
Device Capability
• Device / screen size
• Browser features
• Add –ons (peripherals)
• Built in applications
• Processor / Memory
• Bandwidth
Technology Architecture
• Gateway
• Bandwidth network
• Content format
• Security
• Session management
SingleFunction
MultiFunction
DeviceCollaboration
Componentisation
Device Roadmap
Planning for MAD
Focus on a “rich media experience” then…
• Why• When• Who for • Where used from• What product/service• Which device
WWW.WWW
Focus on rich media experience
Text
Pictures
Simple Animation
Sound &Video
VirtualReality
Pro
cessin
g
Pow
er
Bandwidth Speed
Rich Media Evolution
Why – start a MAD project
• Cost reduction• Reduce cost per transaction
• Retention• Value added service, give customer choice• Improve access to products/service
• Differentiation• Offer something different than competition
• R&D• Learn about device or MAD
When – start with a device
• Innovator • Pilot• Implementation experience
• Early Adopter• Full launch • First mover advantage
• Fast Follower• Learn from others mistakes• Lower risk of failure
Who – is the user
• Consumer • Lifestage – teenager, housewife, employee• Lifestyle - sports fan, shopper,
• Business• Size - SME, Corporate, Global• Segment - Banking, Retail, Leisure
• Community• Commercial Loyalty clubs• Non-commercial Charities, clubs
Where – used from
Home High St
MobileWorkplace
PCiDTV
Games console
Kiosk
ATM
POS
PC – Web cafe
PCiDTV
Webpad /Laptops
PDA Mobilephone
In CarComputing
In flightComputing
Home applianceWeb-fridge
IP Phones
Vending Machines
What – product or service
• Convenience • Appropriateness• Location
• User experience• Rich Media • “Browse time”
• Information Quality• Depth of information• Quality of information• Interactivity
Which - device
• Size of audience
• Capability
• Cost
• Product / Service
Which Device – Fit for purpose
INFORMATTRACT
SELL
SERVICE
COLLABORATE
iDTViDTV
iDTV
PC PC
PC
PC
PC
Mobile /PDA
KIOSK
KIOSK
PDA
Mobile /PDA
MAD
The world is going MAD (multiple access devices).
No more talking - Entranet has delivered on this promise.
Online Voting
Sun Microsystems asked Entranet to devise a solution for online voting.
Entranet had to overcome major technical hurdles, the most problematic of which was to design a central server that could manage all kinds of different devices, all employing different technical specifications.
Online Voting (cont.)
The system allows citizens to vote in elections via PC, WAP mobile phone, digital television, Palm Pilot, public kiosk, Alcatel telephone, and even a Dreamcast machine.
The press loved it… Link to Tomorrow’s World
WebBrowser
Web Server
eFS Server
Servlet/Router
Java Applet
eFSKey ServerDB
BusinessApps
Bank
Insurance
Investment
INTEGRATION
WAPGateway
iDTVProvider
eFS Content Provision
Entranet Server Pages
XML Transformer (XSL)
BusinessServices
ContentManagement
ProcessManagement
InformationAnalysis
ContactManagement
Security
KnowledgeManagement
Web Server
Servlet/Router
Web Server
Servlet/Router SMSGateway
Tech.Services
TransactionManagement
Security
LoadBalancing
SystemsManagement
Auditing
Config.Management
Entranet’s Architecture for MAD
iDTV Architecture
Web ServerIIS/Apache/Netscape
eFS Server(s)
Servlet/Router
eFS and Legacy core systems
Telewest
Liberate - HTML/JavaScript
C&W NTL
JavaTV
FutureDVB-MHP
eFS Content Provision
XSL StyleSheets
Entranet Server Pages
XMLContent
OpenTV
Open (Sky Digital)
PowerTV
Summary
• MAD is here to stay• MAD is complex – you need a plan• MAD is hard – you need a
architecture
• The focus of MAD should be your customer