MMS use case OMA on the right track OMA World 2007, London

MMS use caseOMA on the right track

OMA World 2007, London

Philippe Lucas – Orange13th December 2007

France Telecom Group OMA World 2007 – Dec 13th 2007 – Orange - PhL

Lessons from the past

MMS use case

OMA success factors


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


SMS take-off: key criteria

2. Operatorinteroperability

3. promotion to themass-market

1. Handsets available


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!


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


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


multimedia standard cycle

Development of specificationsand implementation

Deployment of devicesand plateforms

Market take-off

2-3 years

2-3 years

for largedeployment


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


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!


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


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 !


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


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


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

MMS use case OMA on the right track OMA World 2007, London

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