IMT2000

1
NETPLE
The Expected Evolution of Mobile Internet
including WAP around M-commerce from the business
Perspective
INDEX

• Introduction
• The Evolution of Surroundings
• For Solution Providers
• For H/W Vendors
• For Service Providers
• For Contents Providers

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DEFINITION of mobile e-commerce (M-Commerce)
The use of a terminal and public mobile(Wireless)
network to access information and conduct
transactions that result in the transfer of
value in exchange for information, services or
goods.
NETPLE
www.netple.com
3
The Distinguishable Characteristics between
Stationary and Mobile Internet
NETPLE
1.Introduction
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Collision or Substitution?
NETPLE
1.Introduction
The Internet World
The Mobile World
Anarchic Deregulated Microsoft .coms Geeks Media
and VC Driven
Centralised Institutionalised Regulated Engineers

Real time Subscriber identification Circuit
switched Error intolerant Bandwidth
limiting Small screen devices Engineers
Store and Forward Anonymous Packet switched Error
correcting Bandwidth adaptable Large screen
devices
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Why M-Commerce now?
NETPLE
1.Introduction

• Extending the reach of e-commerce
• beyond the PC
• PCs are difficult, inconvenient, expensive and
  available to only a section of the population
• Wireless gets Internet - new networks, new
  terminals
• Financial systems are changing
• maturing smart cards
• Everyones looking for additional revenue sources

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New Players are Pouring into the Market
NETPLE
1.Introduction
Independent Portals Often hungry
start-ups staffed by mobile/ Internet
experts Innovative, fast to react Welcome
partnerships Provide content
Terminal suppliers Strong brands Technology
expertise Many are WAP first movers
Cellular operators Network infrastructure Location
information Large customer base Billing
relationship Wireless voice experts Increased
VAS/data effort
Mobile Commerce Market
Platform/software suppliers Technology
expertiseMany are WAP first movers
Big brands High brand awareness Strong branding
Marketing expertise Strong retail
channels Strong consumer focus Innovative, fast
to react
Traditional portals/ISPs Strong brands Large
customer base Skilled content aggregators
Experience of e-commerce advertising Fixed
Internet portal expertise Strong partnering
experience
Contents providers Content expertise Strong
brands Many have large customer base Often
fixed Internet experience
Banks/financial service providers Large customer
base Security Payment processing Many already
offer wireless services
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NETPLE
1.Introduction
Players Benefit in Mobile Internet

• SERVICE PROVIDERS

• Minimal risk investment.
• Decrease churn, cut costs, and increase
  revenues.
• Improving existing value-added services.
• Offer exciting new information services.

• END USERS

• Easy, secure access to relevant Internet /
  intranet information and
• other services through mobile phones, pagers,
  or other wireless
• devices.

• H/W VENDORS

• Global open standard that already has critical
  mass.
• New product and marketing opportunities.
• New revenue to participating companies.

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NETPLE
1.Introduction
Players Benefit in Mobile Internet (Continued)

• CONTENTS PROVIDERS

• Include a huge untapped market of mobile
  customers Extend your
• business model

• SOLUTION PROVIDERS

• WAP has 80 of the industry behind it already.
• Provides the necessary technology to develop,
  deploy and support
• wireless applications.
• There will be gt100 million compatible devices
  shipped worldwide by
• end 2000, which will result in significant
  revenue for developers.

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NETPLE
1.Introduction
Related Industry with Mobile Internet
PDA
ASP
Content Provider
Handset
Mobile E-Commerce Solution Providers
Dram Flash memory, IC
Bank
Mobile Internet
Telecom Equip.
Internet
Display Device
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NETPLE
1.Introduction
Main Areas of Mobile Commerce
Services
Information
Goods

• By 2005
• 500 million users
• 200 billion total revenues
• 17 billion mobile operator revenues

Business to Consumer
Shopping Vending Trading
Gambling Gaming
Paid-for information advertising
ticketing e-cash banking discount
loyalty schemes
Business to Business
Procure- ment Trading
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NETPLE
1.Introduction
Local differences will be shaped by relative
market development
Internet dominated
Mobile dominated
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Network upgrades towards 3G
NETPLE
2.The Evolution of Surroundings
The big change is the shift to packet
switching 3G then brings evolution, not revolution
Packet Circuit
10 100 1000 kbits/s 2G 2G 3G
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Network upgrades to 3G
NETPLE
2.The Evolution of Surroundings
Source Mobile_at_Ovum
Wide area use
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NETPLE
2.The Evolution of Surroundings
The Evolutionary Model and Trend of Mobile
Internet Protocol
MANET (Mobile Ad-hoc Network) - The Utmost
Mobile Internet Protocol, Device available
Router Function Wireless IP (Internet Protocol)
- Mobile Internet Service Without Change of IP
Address Wireless TCP - The Embodiment for TCP
Hands-Off of Mobile Network WAP (Wireless
Application Protocol) - The Intermediation using
Gateway between Internet and Mobile
Network Bluetooth Cordless Data Transmission
within Short Range
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Bluetooth as Short Range Wireless Connectivity
NETPLE
3.For Solution Providers

• Who is Bluetooth
• What is Bluetooth
• Bluetooth in Static World
• Bluetooth in Creative World
• Bluetooth in Dynamic World
• Evolution of Blue tooth-enabled Products
• PC-Centric
• HHP-Centric
• New Digital Life

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WAP - A Key Enabler
NETPLE
3.For Solution Providers

• Wireless application protocol is a widely backed
  industry standard supporting Internet content
  access and call management functionality for
  small screen devices

Web content
Internet
Mobile network
WAP Gateway
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Messages for Solution Providers
NETPLE
3.For Solution Providers

• Interoperability is crucial for market
  development
• New business models mean risk sharing
• Compelling applications and integrated solutions
  are needed to seduce the users

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NETPLE
4.For H/W Vendors
H/W Vendors are also driving the market - they
will need the revenue
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Source Mobile_at_Ovum November 99
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NETPLE
4.For H/W Vendors
H/W Vendors need 3G to be a success

• but the market will be more competitive
• possible over-supply
• and will shift towards software and services
• commercialisation of applications will be an
  important aspect
• eg Motorola / Nokia / Amazon

Alliances
Commercialisation
integration
Applications
Systems
integration
Value-added platform
turnkey
Integration / Support
Infrastructure
Equipment / software
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NETPLE
5.For Service Providers
User Segmentation for Service Providers
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The Optimal Contents for Mobile Internet
NETPLE
5.For Service Providers
Characteristics
Continuous Connectivity
Human Oriented Focus
Multi-tasking Context
Scant Resources
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Key Messages For Service Providers
NETPLE
5.For Service Providers

• Partnerships are required - operators cannot go
  it alone
• Manage user expectations

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The Wireless Portal
NETPLE
6.For Contents Providers

• Definition
  concentration of contents and applications that
  a user is able to access via a wireless handset.

Microbrowser phone

Communications Communities Content Personal
finance Ticketing,retail auctions Mobile office
PIM Vertical applications Remote
control Navigation
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Wireless portals
NETPLE
6.For Contents Providers
The portal is seen as strategically important to
Contents Providers

• Many players are trying to become the users main
  portal
• they are running portals as loss leaders
• many partnerships and alliances are forming
• but
• portal development is expensive
• operators have little experience in this area
• no-one is making any money - yet
• it is quite easy to bypass the operators portal
• portals are fragmenting

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Wireless portals
NETPLE
6.For Contents Providers
Contents need to be packaged. Cable TV mentality
is useful for package concepts and tariff types
Pay per view
Personalised
Advertising supported free services
Premium services
Extended basic
Basic service
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Assessing winning applications including contents
NETPLE
6.For Contents Providers
Personal Communications
Infotainment
Mobile Commerce
For Corporates
Remote control

• messaging
• organiser
• personal directory
• communities
• call management

• financial
• weather
• sports
• news broadcast
• announcements
• catalogues
• directories
• broadcast entertainment

• conferencing
• collaborative working
• intranet
• email
• file transfer
• database

• electronic ticketing
• tolls
• coupons / vouchers
• vending
• banking
• online auctions

• Appliances
• automotive
• command / control
• despatch
• emergency services
• field operations

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Messages for Content Providers
NETPLE
6.For Contents Providers

• Competitive pressures are pushing content
  providers to WAP - as one of many delivery
  platforms
• Branding is a powerful negotiating tool
• Timing to market is dependent on WAP and network
  technology road map
• Dont just replicateinnovate
• There are multiple routes to market operator
  partnerships, vendor partnerships, own your own
  gateway

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NETPLE
7.Conclusions

• Do you want to be the best in the mobile internet
  business?
• If so, Please contact NetPle Co., Ltd.
• NetPle is ready to be your business partner in
  the mobile internet world!
•  
• Mobile Internet Total Solutions
• NetPle has developed WAP browser for the first
  time in Korea.
• The state-of-the-art products from NetPle are
  WAP-SMS G/W, WAP site builder, WAP designer, WAP
  emulator, WAP search engine, integrated WAP-WIP
  site authoring package.
• NetPle also has started the implementation trial
  of BlueTooth based on various embedded solution
  and RTOS to be a Total Mobile Internet Solution
  Provider.
• NetPle's mobile internet solutions have been
  built and deployed already in the various fields
  of business field, and it guarantees the best
  settlement economic value with its proven
  technology since 1996.

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NETPLE
7.Conclusions
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NETPLE
7.Conclusions
We're riding a wave in the wireless market,
and it's going to be a hell of a ride. Now is a
good time to get on it." -- John Rommel,
CityJava Founder
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