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Success Factors Success Factors Success Factors Success Factors Along the Along the Along the Along the

MMS Value ChainMMS Value ChainMMS Value ChainMMS Value ChainIlan ReiterDirector, Product Marketing

TerminalsMMSC

The MMS Value ChainThe MMS Value ChainThe MMS Value ChainThe MMS Value Chain

ApplicationsContent

MMSC

The MMS Value ChainThe MMS Value ChainThe MMS Value ChainThe MMS Value Chain

ApplicationsContent Terminals

Making Multimedia CountMaking Multimedia CountMaking Multimedia CountMaking Multimedia Count

- Does “multimedia” = picture messaging? - Which of the following sells in the real world:

- Postcards?

- Television?

- Music?

GOALLLL!!!!!!!!!!

Video: Ready, Set, Action!Video: Ready, Set, Action!Video: Ready, Set, Action!Video: Ready, Set, Action!

Argentina – 2England – 1Maradonna – 76’

Yesterday TomorrowToday

- SMS = tell them- MMS = show them

Key success factor:Combined MMS with video streaming

Music for Your Ears (and Eyes)Music for Your Ears (and Eyes)Music for Your Ears (and Eyes)Music for Your Ears (and Eyes)- Universal language

of fun- Tagalong content:

pictures, video clips- MMS Services

- Personal message with song & picture

- Karaoke- Song Dedications

Key success factor: Valuable Music

Big-name branded content

TerminalsMMSC

The MMS Value ChainThe MMS Value ChainThe MMS Value ChainThe MMS Value Chain

ApplicationsContent

Applications Will Drive MMS TrafficApplications Will Drive MMS TrafficApplications Will Drive MMS TrafficApplications Will Drive MMS Traffic

0

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2002 2003 2004

Person toPersonApplication toPerson

Worldwide Monthly MMS Messages [MM]

Source: Juniper Research

Energizing Multimedia Applications Energizing Multimedia Applications Energizing Multimedia Applications Energizing Multimedia Applications

- Full-featured interface to app provider (MM7) - Standards-compliant interface: empower application

development - Drive MM7 to be universal content interface

- Support traffic bursts- Watch out when your team scores a goal…

- Manage relationship with app provider- Traffic quota management - Provide statistics, status query, transparent billing logsKey success factor:

Creating tools to support good echo-system

MMS

Application SynergiesApplication SynergiesApplication SynergiesApplication Synergies

- Leverage on successful service and synergies - Use MMS Capabilities to complement existing

Services- Target Services

- Voicemail- SMS- IM and Presence- Email

- Simplify user’s choices

Email MMS

Email

MMS

Key success factor: Application coexistence – Not competition

I

II

MMSC

The MMS Value ChainThe MMS Value ChainThe MMS Value ChainThe MMS Value Chain

ApplicationsContent Terminals

Meeting Operator Needs in the FieldMeeting Operator Needs in the FieldMeeting Operator Needs in the FieldMeeting Operator Needs in the Field

- Operators need to fine-tune MMS, to support- New handsets, standards, technologies - Addressing: MSISDN!e-mail!i-mode!service codes- Billing: When do you charge the prepaid customer?- In practice, dozens and dozens of service modifications…

- MMSC should easily change behavior – without rewriting code

Service Modification CycleService Modification CycleService Modification CycleService Modification Cycle

Deploy MMS

Observe Usage

Patterns

DesignService

Modification

NewMarketing

Ideas

Fast Change

Implementation

Key success factor: Short service modification Cycle

MMSC

The MMS Value ChainThe MMS Value ChainThe MMS Value ChainThe MMS Value Chain

ApplicationsContent Terminals

Beyond MMS Handsets Beyond MMS Handsets Beyond MMS Handsets Beyond MMS Handsets

- Problem: not enough handsets to quickly take MMS to the mass-market

- Solution: alternative exisitng multimedia terminals- MMS to Email - MMS to Television- MMS to Web (Multimedia Box)

- Friendly, creative, MMS receipt and compose

You’ve Got (MMS) EmailYou’ve Got (MMS) EmailYou’ve Got (MMS) EmailYou’ve Got (MMS) Email

- Sending MMS to Email- Receiving multimedia via e-mail is easy, satisfying- Most early adopters have Email " E-mail is a key factor in completing the MMS picture

- Drawback: gap between MMS, Email worlds - SMIL vs. HTML presentation - Conflicting format standards

(e.g., WAV vs. AMR)"MMSC must bridge the gap

MMS to Email MMS to Email MMS to Email MMS to Email (SMIL to HTML)(SMIL to HTML)(SMIL to HTML)(SMIL to HTML)

From Simple attachments

To meaningful presentationKey success factor:

Compelling MMS to Email Transformation

MMS to TV MMS to TV MMS to TV MMS to TV

- TV is natural for viewing multimedia messages- In every home- Designed for the best possible multimedia experience- The #1 entertainment channel; people watch for hours

- Sending MMS to TV can - Bring MMS to non-techie audiences

- Send pictures of the kids to Granny and Granddad!- Helping create a critical mass of MMS users

- Generate hype around MMS

Key success factor: Adopting new MM capable devices

Multimedia Box: Beyond MMSMultimedia Box: Beyond MMSMultimedia Box: Beyond MMSMultimedia Box: Beyond MMS

- Embrace emerging digital multimedia life- Leverage as a personal multimedia hub

- Photos, MP3 music, digital greeting cards…

SMILViewer

MessageStore

Message Composer

Digital camera photo album?

Multimedia Box

MP3 collections?

Greeting cards?

MMS Apps Other Apps

Key success factor: Build Multimedia Box on extendible infrastructure

Summary: Success Factors for MMSSummary: Success Factors for MMSSummary: Success Factors for MMSSummary: Success Factors for MMS

- Content- Compelling multimedia: video streaming, music

- Application support- Standard interfaces, strong management tools - Application Synergies

- MMSC- Flexibility: handle new service behavior without code changes- Industrial-strength message throughput, content adaptation

- Terminals: consider alternatives to MMS handsets - MMS to Email- MMS on variety of multimedia device

Thank You!Thank You!Thank You!Thank You!

Ilan ReiterDirector, Product Marketing

Ilan.reiter@comverse.com