Table of Contents

Table of Contents

Preface

Acknowledgements

Making the best of OpenGardens

1 CHAPTER ONE: INTRODUCTION AND SCOPE 10

1.1 Insight and history 10

1.2 Bridging the gap 12

1.3 Relationship between Openness and Innovation 12

1.4 So what does 'OpenGardens' mean? 15

1.5 OpenGardens compared to walled gardens 17

1.6 Why focus an innovative component? 18

1.7 A word of caution 20

1.8 Definitions and core themes 22

1.9 Geographical differences 23

1.9.1 Japan 24

1.9.2 South Korea 24

1.9.3 China 25

1.9.4 Europe and the European union 25

1.9.5 USA and Canada 25

1.10 Mobility and Digital convergence 25

2 CHAPTER TWO: BASIC CONCEPTS 27

2.1 People 27

2.2 The most important person – the customer 29

2.3 Content based view of a service 30

2.4 Contact based service 33

2.5 Ahonen’s five ‘M’s 33

2.6 The problem with the most important ‘M’ 34

3 CHAPTER THREE: A STRATEGIC PERSPECTIVE 36

3.1 Approach 36

3.2 An introduction to walled gardens 39

3.3 An introduction to OpenGardens 42

3.4 The Innovator’s dilemma 44

3.5 Services – creation and deployment 46

3.5.1 Introduction to services 47

3.5.2 Customer segmentation 49

3.5.3 Distribution channels to market 50

3.6 Partnership 51

3.7 MVNOs and the wholesale model 54

3.8 Partnership, portals and revenue shares 57

3.9 Our thoughts 58

4 CHAPTER FOUR: TECHNICAL LANDSCAPE 60

4.1 Accessing the Mobile Internet 60

4.1.1 Mobile applications models 61

4.1.2 The Mobile Internet 62

4.1.3 WAP (Wireless Access Protocol) 63

4.1.4 XHTML-basic 64

4.1.5 Java and J2ME 65

4.1.6 BREW (Binary runtime environment for wireless) 67

4.1.7 Microsoft technologies 67

4.2 The Telecoms network 67

4.2.1 The Telecoms RF networks 68

4.2.2 The Bluetooth personal network 70

4.2.3 The WiFi personal network 72

4.3 Location 73

4.3.1 Overview 73

4.3.2 Features of a Location based service 74

4.3.2.1 Position determination techniques 76

4.3.2.2 Location management platforms 78

4.3.2.3 Geographic Information enablers 78

4.3.3 Location based services – the issues 79

4.4 Mobile commerce 81

4.4.1 Introduction to m-commerce 81

4.4.2 Implementation of m-commerce systems 84

4.4.3 E-money regulations 86

4.5 Messaging – SMS, MMS and IM 87

4.5.1 SMS 88

4.5.2 MMS concepts 89

4.5.3 MMS applications 91

4.5.4 MMS – The real world scenario 93

4.5.5 Instant messaging - IM 94

4.6 Miscellaneous topics 94

4.6.1 Standards and industry bodies 95

4.6.2 Serverside implementation of Java (J2EE) 96

4.6.2.1 The J2EE/MVC architecture 96

4.6.2.2 The Java vending machine architecture 97

4.6.3 Operating systems for mobile devices 98

4.6.4 Memory cards 99

4.6.5 P2P: Peer to Peer 100

4.7 XML, Web services and OpenGardens 101

4.7.1 XML 101

4.7.2 Web services 102

5 CHAPTER FIVE : DEVICES 105

5.1 Top manufacturers and their market share 105

5.2 Converged -v- non converged devices 106

5.3 The importance of form factor 106

5.4 The trend towards richer devices 106

5.5 Support for WAP 107

5.6 PDA -v- smartphone 107

5.7 The blackberry 107

5.8 Phones supporting WiFi 107

5.9 Who ‘owns’ the customer? 107

5.10 Support for EMS 108

5.11 Location 108

5.12 Support for Java 108

5.13 Support for memory cards 108

5.14 Support for Symbian 108

5.15 Support for music formats 108

5.16 Support for video 109

5.17 Support for Microsoft/windows formats 110

5.18 Support for MMS 110

5.19 Support for Bluetooth 110

5.20 Miscellaneous 110

6 CHAPTER SIX: UNDERSTANDING THE MIND OF THE MOBILE OPERATOR 111

6.1 The value chain – detailed view 111

6.2 The mobile Operator’s mindset 115

6.3 Business models 120

6.4 The developer’s dilemma 126

6.5 Developer programs reviewed 130

6.6 Under the microscope 138

6.7 Concluding remarks 139

7 CHAPTER SEVEN: OPEN GARDENS REVISITED 141

7.1 Background 141

7.2 External factors that influence walled gardens 142

7.2.1 Legal and regulatory issues 143

7.2.2 Industry maturity or smoke screen? 145

7.3 Phased opening of the walls 146

7.3.1 Off portal revenues 146

7.3.2 Wholesale models MVNOs 147

7.3.3 Developer programs 147

7.3.4 Cross industry examples 147

7.3.5 Degree of branding control 147

7.3.6 Portal positioning and access 148

7.4 OpenGardens and Open APIs 148

7.5 OpenGardens and the SDP concept 150

7.6 The SDP infrastructure 152

7.6.1 Navigating uncharted territory 152

7.6.2 Abstracting the telecoms network 153

7.6.3 Technical abstraction 154

7.6.4 Standards 156

7.6.5 Parlay X APIs 158

7.6.5.1 Third party calls 158

7.6.5.2 Network initiated third party calls 159

7.6.5.3 SMS 159

7.6.5.4 MMS 159

7.6.5.5 Payment 159

7.6.5.6 Account management 159

7.6.5.7 User status 159

7.6.5.8 Terminal location 159

7.7 The OpenWaspa model 159

CONCLUSIONS 164

REFERENCES 165

ABOUT THE AUTHORS 166

Ajit Jaokar 166

Tony Fish 167