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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
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