Key Concepts for Mobile Production

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Key Concepts for Mobile Production

• Not the web - Significant differences
• Mobile Browsers
• Fragmented, non-compliant, various screens
• Codecs - Evolution
• Mobile Network Evolution
• Control Data
• Web Services SOAP
• Meta-data XML
• Location Based Services

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Many phones types

• 2G Over 1500 handsets
• 3G Over 150 devices
• Multiple Screen widths
• QCIF 176x220, QVGA 240x320, Nokia 352x416
• Dont forget scroll bars!!
• Browsers Providers
• MIB (Motorola Internet Browser), Nokia, SE,
  Access (NetFront)
• Slow emergence of standards but no W3C compliance
  yet
• Full Web browsers PDAs, Opera, Nokia 3.0 (N80)
• Not easy to use

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Handset Profiling

• WURFL
• Open source device capability database
• Is it the answer?
• Not quitebut a good start
• W3C Mobile Web Initiative
• Device Description Repository
• http//www.w3.org/TR/dd-landscape
• Necessary to maintain your own profiles
• Device and preferences databases

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Media Encoding

• Multiple formats, multiple generations
• Images, Video, Audio Digital Rights
• Video MP4, Real, WMV, H.264
• Audio mono, stereo, hi-fi
• DRM - OMA 1, Windows, OMA2
• Standards emerging slowly
• Operators best equipped at present

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Mobile Networks

• 2.5G Digital Data Services
• GPRS General Packet Radio Service
• EDGE Enhanced Data for GSM Evolution
• 3G - UMTS/3GSM
• High speed Circuit and Data network
• Mobile Broadband
• 3.5G HSDPA - High-Speed Downlink Packet Access
• Wi-Fi?
• Wi-Max, pervasive networking and beyond
• Operators must balance network load

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The role of the Operator

• Service Delivery Platform
• Control Data
• Location Data
• Messaging (Alerts)
• Age Verification
• Billing
• Credit Limits
• Purchases
• Subscriptions
• Rich Media
• Streaming Download

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Telstras Mobile Streaming Platform

• Produces multiple Audio Video formats
• MP4, Real, H.264
• Multiple data rates 50-200Kbps
• Master format MPEG1
• XML meta-data
• SOAP interface for requesting streams

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Location Based Services

• Big growth area
• Information
• Easy to use, context sensitive
• Entertainment
• Virtual Communities, Gaming
• An unique aspect of being Mobile
• Ever changing location
• Operators provide capability

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3G Mobile Service - Tips

• Now is a great time to think mobile!
• Convergence - Mobilise to compliment a web
  presence
• Make it valuable or entertaining
• Fresh, up to date content
• Not merely re-use of web content
• Keep it Simple - Make it easy to use!
• Device database make it look good on every
  phone
• Authentication, Payments, Location, Alerting
• Web-Services (SOAP, XML)
• Personalisation - Employ a unique anonymous ID
• Flexible Reporting - essential
• W3C Best Practice http//www.w3.org/TR/mobile-bp/

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Examples

• yourMovies
• Simple, personalised, video, soon location
  enabled?
• BBC News
• Great handset adaptation
• 2G, 3G, small screen, PDA
• Downloadable video news
• Astroworld
• Personalised, daily updates, alerting
• Information
• Wine Guide, Recipe Site, Transport/Travel Guide
• Entertainment
• Comedy, Quizzes,

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Working with Telstra

• Prepare a total service
• Fully developed storyboards
• demonstrate detail of thinking
• Patience
• Integration
• Takes time and requires lots of testing
• Make the task easy for the operator
• Many projects competing for attention

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max_at_fullmotion.net

• mobile media
• Max Gates