Success Factors Along the MMS Value ChainYou’ve Got (MMS) Email-Sending MMS to Email-Receiving...
Transcript of Success Factors Along the MMS Value ChainYou’ve Got (MMS) Email-Sending MMS to Email-Receiving...
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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
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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
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Applications Will Drive MMS TrafficApplications Will Drive MMS TrafficApplications Will Drive MMS TrafficApplications Will Drive MMS Traffic
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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
MMS
Key success factor: Application coexistence – Not competition
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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