Post on 05-Jan-2016
description
MMS use caseOMA on the right track
OMA World 2007, London
Philippe Lucas – Orange13th December 2007
Page 2 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
Lessons from the past
MMS use case
OMA success factors
Page 3 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
GSMstandard
development
1st commercialGSM
GSMmass-market
take-off
75% penetrationin Europe
introductionof GPRS
2G mobilemultimedia kick-off
Creation of OMA
SMS : some lessons from the past!
1980s’ 1991 1997 20021998
April 98launch of SMS
Dec 98Launch of SMS
Interop
1999: 40%penetration in
Europe
SMS availablein all GSM handsets
Page 4 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
SMS take-off: key criteria
2. Operatorinteroperability
3. promotion to themass-market
1. Handsets available
Page 5 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
a quick look at MMS genesis
2005 2006 2007
07/04MMS v1.1
standardised
2004
MMS
03/05MMS v1.2
standardised
millions
2008
More than70% of devices
supporting MMS
MMS
-
100
200
300
400
500
600
700
800
900
2005 2006 2007
Only 3 years!
Page 6 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
differences & commonalities of SMS and MMS
SMS : how to create a new value proposition> need to create a new market
> all handsets supported the feature
MMS : device replacement market in western countries> value proposition needs to match customers expectations, direct
evolution of SMS
> customers buy camera handsets to take pictures first not to send MMS, then when awareness of the service is reached, they send MMS
Inter-personal services only take-off when interoperability among operators is achieved, hence need better operator coordination
Page 7 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
MMS situation
In two years (2005-2007)
1.3B devices sold supporting
MMSv1.2
> Very quick replacement of
devices in mature markets
Good time now for the
service to deliver value
No more commercial
barriers to fully exploit the
MMS potentials!
development of mobile
multimedia takes time
Page 9 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
multimedia standard cycle
Development of specificationsand implementation
Deployment of devicesand plateforms
Market take-off
2-3 years
2-3 years
for largedeployment
Page 10 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
devices, devices, devices
Device availability is crucial> no device, no service
Mobile and PC worlds different, but converging > PC world
Almost unlimited resources (power, memory, …)
Homogeneous environment for the developer community
> mobile world Constrained environment
HETEROGENEOUS
Page 11 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
devices, key aspects
Average replacement time of devices : 24months> In two years, more than 50% of the market should be
reached by a new service in a given geography should the actors of the value chain agree on the use of the standard
> Standard allows to have services implemented natively in devices, hence this eases the transition to a fast adoption
To ensure standard success> Mandatory features is a MUST, no or very few options!
Profiles should help avoiding options when needed
> Ensure no fragmentation of implementation, IOP provides quality!
Page 12 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
OMA key objectives
Define an overall service architecture
> avoid silo enablers/features,
> encourage enabler relationships and interactions, avoid
duplication
> support converged mobile AND fixed multimedia services
Introduce profiling/phasing to address market
> define (in technical phase) supported features in series of
enablers
> don’t develop mammoth enablers taking 2+ years
Page 13 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
perspectives
OMA is delivering, but market adoption takes time ; we must be demanding but patient: market does not take-off overnight on constraints devices as mobile
OMA is addressing industrialisation of multimedia services across the industry to enable implementation of native applications in mobile devices and interoperability aspects
OMA should embrace all multimedia services from mobile to fixed
OMA should enable profiling when needed and develop an overall architecture to enable coherence of developments across enablers
Thank you !
Page 15 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
OMA successes Key enabler successes
Location
– supports 3GPP Control Plane, advanced User Plan based location
Device Management
– device awareness, device config/overview, events, diagnostics
Data Synchronisation
– consistency of user data across multiple environments/devices
Converged IP Messaging
– move away from silo messaging technologies and silo communities
Convergence essential
Encouraged future enablers
– exploit IP/multimedia, facilitate developer community, services
Page 16 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
learn from SMS
Ubiquitous support supported on all devices (mandated)
consistent functionality
different devices, same interoperable service
No fragmentation! avoid silos of implementations
– fragmentation = lost interoperability
OMA must introduce enabler phasing to quickly address
market
introduce enabler profiling – must be done inside OMA
Page 17 France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL
listen to market feedback and awareness
more extensive market studies (e.g. iSuppli, GSMA
…)
> which devices, what services, which timeframe …
more market data needed in Requirements phase
ensure right enablers developed in market
timeframe