WAP Services and eCommerce in Today’s Networks
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e e d d p p l l a a n n e e t t WAP Services and eCommerce in Today’s Networks
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WAP Services and eCommerce in Today’s Networks. WAP Means Leverage. Leverage existing Circuit-Switched Data networks and infrastructure. Leverage existing bearers, like SMS Leverage current handsets/chipsets Leverage consumer adoption of mobile phone Leverage Internet applications - PowerPoint PPT Presentation
Transcript of WAP Services and eCommerce in Today’s Networks
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WAP Services and eCommerce in Today’s Networks
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© 1997 Unwired Planet, Inc.
WAP Means Leverage Leverage existing Circuit-Switched
Data networks and infrastructure. Leverage existing bearers, like SMS Leverage current handsets/chipsets Leverage consumer adoption of mobile
phone Leverage Internet applications Leverage Telephony applications
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Market Drivers and EnablersMarket Drivers 300 Million Mobiles 1% per month
penetration growth Competition Customer Svc
Costs Mobile Users
“unmet needs”
Market Enablers The Internet WAP Leverages
Existing Web Content, RDBMS’
Digital Phone Innovations
“First Movers” are Moving!!
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Key to WAP: Applications run on all Networks - all handsets
Internet Applications
Browsers
CDMA
WAP Server
Wirelessnetworks
GSM
WAP Server
TDMA
WAP Server
CDPD
WAP Server r
iDEN
WAP Server
WEB
Carriers Leverage Tools & Applications
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Market Enabler:Phones Becoming Internet Appliances Why?
– Until now, phone OS defined 2–3 years before delivery
– Every vendor, model is different
– Cannot be changed for the life of the handset
– Severely limits discoverability, usability, supportability and functionality of carrier’s features
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Market Enablers:The New Way Standard browser EMBEDDED in
handset– Handset vendor determines basics
font, key layout, etc.
– Carrier controls top-level service menus
Applications completely defined on servers– Work on all browser-enabled handsets
– Add new services or modify any time
– Anyone can develop services!
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Why Data on the “Commodity” Mobile Phone? Accepted Form Factor: 300M Personal: Phone Identity is an
individual, known to operator Persistent: Always “on,” always “in
pocket,” can get your attention. Cheap, Simple, Small: The first
consumer’s Internet device One-Handed: Fits mobility needs
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Building Demand: Where to Begin? Begin with the
Subscriber Create Applications
that Solve Problems Learn the Human
Factors issues and opportunities
Leverage the platform in existing phones, networks
Keep It Simple
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What are WAP Service Categories?
– Mobile Customer Care: Bell Mobility Canada, AT&T Wireless
– Consumer Banking: Banque National de Paris and others Status, (Alerts, Transactions)
– Mobility enhancers: Travel tickets: Train (airline) Traffic…Information
– Information: Personalized and Deep– Merchandise and Services: The kicker
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Ecommerce: Part of the Overall Tiered StrategyTier 1: Mobile Customer Service: Tier 2: Basic Info Services:
weather, travel, traffic, restaurants, cinema, festivals, games, special interests
Tier 3: Pay Per View “Personalized”
Tier 4: Merchandise and coupons
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Tier 1: Mobile Customer Care--Why?
– Introduce consumers incrementally Bell Mobility: Moved web-care to handset; preserved all
database programming AT&T Wireless: Promoted Long Distance service on the
PocketNet with push notification, coupon
– Lower costs of customer care Online care: $.01 per transaction OnPhone care: $1-5 PER MINUTE!
– Appear to Differentiate std. voice services Take orders for “mystery” services, like voicemail Train users on Call Forwarding, Int’l roaming Make self-care easier than human care
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E-Care Example: Feature Promotion
Easy to DiscoverEasy to Buy
Instant ActivationNew Offers Any Time!
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Tier 2 and 3: Mobile Wireless Banking: Why? Mobile Wireless Banking Benefits
– Convenience Mobile phone always available can use “downtime”…to accomplish tasks
– 10x Better than Interactive Voice Response “serial” menu navigation memorization of options frustrating time consuming--no control over speed users like visual feedback--more control
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Application Examples: Online Banking Account Status
Notifications
Transactions
1> Checking
2 Savings
3 Credit Card
Select 1 >Balance
2 Checks
3 Deposits
4 Electronic Debits
Select Bal: $ 564.23
Date: 6-12-98
Select
1> Checking
2 Savings
3 Credit Card
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Tiers 2 and 3: Mobility Enhancers--Why? They Provide Freedom
– freedom from PC, analog lines, IVR– freedom to take the Best Route to the Place
you want to go– freedom to get your job done and get home
What Are They?– Train Tickets– Plane Tickets– Traffic, Driving, Walking Directions
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Mobility Enhancing Information, Transactions Mobile Users need:
– Travel Tickets and reservations– Restaurant information and reservations– Driving and walking directions– Directory information– Targeted news– Email and Intranet access
Needs are concentrated and specific
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Directory Information:Infospace Content aggregator
– Yellow pages, white pages, addresses– Weather, entertainment news – 800 numbers, reverse phone number– Driving directions-based on “landmarks”
HTML-based Web page for personalization
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Ecommerce Apps: Selling Information When you are mobile, the fundamental
value of information changes.– MOST information has LESS value– 5-10% of the information, that which YOU need,
has tremendous value Example: Flight Schedules
– If your flight is cancelled, and you are in the airport, what is the value of a personalized Flight Timetable?
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Data Broadcasting Corporation Premier financial information service on
the Web Market indices, stock quotes, financial
news, company charts (through fax) Personalizable
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Niche user need:Stock Brokerage Accounts Stock Brokerage
– Portfolio status– Notifications of stock thresholds met– Buy/Sell stocks when market is hot– Stock quotes– Fax transaction record
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WAP Services: Tiers 1, 2, 3 summaryTiered Information servicesTier 1: Voice service promotionTier 2: Basic Info Services
Give away minutes to invite discoveryThe Girl Scout cookie business model
Tier 3: Pay Per View “Personalized” weather, travel, traffic, restaurants, cinema, festivals, special interests
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Ecommerce Merchandise: Solves a Problem, Meets User Need
Tier 4: Merchandise– The Impluse Buy
CDNow, Amazon.com, Gap Push coupons--using profilesPull--for bored
commuters & “surfers”
– The Last-minute, no-time stuff Pull--with known profiles Peapod Groceries, Gifts, 1-800-Flowers AutoMall, Electronics, Drugstore.com
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Personalization: Critical Success Factor
– Service usage depends on personalization/profiling
– Device too constrained for “browsing”– Successful offers tuned to user
preferences data warehouse becomes valuable to user as
well as the operator “push” acceptable to me when requested Mileage Plus awards: the junk mail we love
and accept because it’s personalized.
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Simple Personalization:The Weather Underground Weather information for cities all over the
world City search based on names or ZIP codes
(for US cities) User can bookmark cities
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Key to Ecommerce: Personalization, in real-time Back-end engine: Rules-based profile
management and filtering: Broadvision 1:1– User defined preferences AND “learned”
preferences– Site MUST develop interactive relationship to
bring users back– Fosters sense of community and ownership, as
in real world.– Interactive relationships form barriers to vendor
switching.
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Compelling Applications…
Real-time, interactive Voice AND Data Powerful messaging Print-to-fax Guaranteed delivery notification Universal inbox End-to-end security
Take Advantage of the Phone’s Best Features
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Implementations: Fail and Iterate constantlySuccessful Service Providers: Plan and Welcome Failure Iterate regularly Introduce New Services monthly Communicate with users
– Focus Groups– Early adopters– Plain old consumers
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Summary of WAP Service Categories
– Mobile Customer Care: Bell Mobility Canada, AT&T Wireless
– Consumer Banking: Banque National de Paris and others Status, (Alerts, Transactions)
– Mobility enhancers: Travel tickets: Train (airline) Traffic…Information
– Information: Personalized and Deep– Merchandise and Services: The kicker
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Planning for Next Generation NetworksStart Early, Introduce graduallyBuild Excellence in Applications, PartnersIdentify key services by tracking user behaviorUpgrade networks as usage proliferatesLearn from the Internet:
PersonalizationIterationFocus on customer’s unmet needs
