Future Trends in Mobile Communications

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Future Trends in Mobile Communications Danuta
Gray, Chief Executive, O2 Ireland
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About O2 Ireland

• An Irish success story
• Mission To be the best provider of wireless
  services in Ireland by surprising and delighting
  our customers at how well we deliver what they
  value
• From 100,000 customers in 1997 to 1.27 million
  customers today
• First with 24 hour Customer Care, first to bring
  data services to the market, awarded a 3G licence
  in July 02, 450 million contribution per annum
  to the Irish economy
• Where we are going - we recognise that the
  customer experience is key and that technology is
  secondary
• Operating in a fiercely competitive market

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Future Trends in Mobile Communications

• What will shape future trends?
• Mobile internet
• Fixed/mobile convergence
• Wireless broadband
• Mobile commerce
• Service bundling
• Integrated mobile devices
• IT managers preparing for the future

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Small Events Create Quantum Shifts - This is
whats Happening in the Mobile Sector

• Alter the technology to meet the customer need
• Are we at the mobile computing Tipping Point
• Where customer demand and technical capability
  converge.

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Getting the Most from Mobile Internet

• The mobile environment as a new channel, from SMS
  to MMS with benefits such as
• Reach
• Penetration of mobile devices in Ireland is
  currently at over 80
• Alternatives PSTN at 50, DSL less than 5
• Personal
• People associate mobiles with an individual
  giving segments of one
• Frequent
• Always on nature of the mobile internet allows
  customers to access the services they want at any
  time

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Business Benefits of Mobile Internet

• Ensuring the best customer experience for your
  content
• Mobile screens are smaller
• Mobile phone types all have different
  capabilities

• Challenges
• Managing content suitable for mobile devices
• Usability is different on mobile devices
• Working with mobile operators who know how to do
  this, i.e. O2 Ireland

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Fixed/Mobile Voice Convergence

• Managing the costs
• Mobile services (such as Group Worker) allow you
  to choose how the end user pays for the services.
  Almost 6,000 people now use Group Worker
• Lower maintenance costs with mobile
  solutions.VPN functionality exists in the mobile
  network allowing you to use extension dialling
• Mobile tariffs continue to compete with fixed
  line costs, therefore why have two phones?
• Online bill management
• Integrated fixed and mobile voice networks
• products such as mobile virtual networks
  integrate fixed and mobile networks reducing
  overall telephony costs

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An O2 Customer View on Group Worker

• For the last twelve months the Bowen Group have
  been looking for somefacility which would allow
  our employees to have the benefit of a
  mobilephone and have personal usage as well
  without the company incurring thecost
• As an added bonus, the VPN facility, in
  conjunction with our own wide area VOIP network
  increases functionality and in particular is very
  useful for those on the move.
• In short, the Bowen Group was pleased to be
  associated with the launch ofthis product which
  from our perspective, we view as a very
  beneficialcorporate product.
• Donal Murphy, IT Manager. Bowen Group

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Integrated Fixed and Mobile Applications

• Why integrate Fixed and Mobile Applications?
• Lower costs
• More efficient working processes.
• Better customer service.
• More business, thanks to faster responses to
  potential customers
• Flexible working arrangements that let staff work
  remotely, but remain contactable
• Examples currently deployed
• Email, vehicle tracking, field service solutions
  and financial services applications

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O2 Employees Benefiting from Convergence

• Fixed line substitution
• With Group Worker and other initiatives, seeing
  upwards of 30 saving on our fixed line costs
• GPRS opportunity
• Realising savings on leased line costs since
  moving to GPRS remote access.
• Reduced travel time for field service engineers
• Mobile applications
• More than 300 staff now have BlackBerry email on
  the move, giving access to real time to
  information.
• O2s field engineers using the XDA can remotely
  access intranet based applications

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Wireless Broadband

• Customer demand
• Access to office/internet/intranet services
  whilst out of the office
• Mobile solutions
• Development of a packet data network for remote
  access users.
• WLAN was seen as the solution to on the pause
  wireless access to exploit the explosion in WLAN
  enabled devices.
• Public WLAN the outdoor extension to your private
  WLAN
• WLAN compliments current and future mobile
  capabilities 2.5 and 3G
• Global PWLAN market (source Planet Wireless
  hotspot operators database)
• 42,495 Hotspots in 2003 growing to 135,060 by
  2007
• 35M WLAN devices growing to 405M by 2007
• 2.6M users in 2003 growing to 78.5 by 2007

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O2 in the WLAN Space

• WLAN Opportunity or threat?
• Early stage in market deployment, low cost entry
• Currently a niche market but situation expected
  to change
• Stimulates demand and adoption of other wireless
  access services
• Key success drivers
• adoption in the private environment, de facto
  standard
• device availability
• convenience
• low cost equipment
• O2 as a Wireless Service Provider. We aim to
• provide a portfolio of access technologies based
  around customer behaviour and device penetration
  in the most efficient way

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Wireless Broadband

• What next ?
• Next generation mobile servicesFaster data
  application, lead to richer mobile content and
  applicationsReal time video
• WLAN in the home backhauled over wireless
  networks
• Devices with multimode capabilityWLAN/3G/GPRS
  capability
• Networks with multi-service capability changes

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M-Commerce

• After the hype comes the reality
• Mpark
• SMS Top-up
• SMS Banking
• Future applications
• POS payments via mobile, registered credit card
  details
• Vending

Companies must learn how to exploit mobile
transaction capability and what it means for
their business processes
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Service Bundling

• Mobile operators are already starting to bundle
  their own servicesSMS/MMS/GPRS and voice
• The convergence of mobile and fixed network
  services is a hot topic, the line between the two
  is blurring, as several new developments show
• hybrid WLAN/WAN mobile phones
• the use of synthesised voices to read SMS text
  messages to fixed-line users
• voice-to-text e-mail applications
• The future trend will see mobile operators move
  more aggressively into what would be considered
  predominately fixed operator territory, i.e. home
  internet, business solutions, etc.

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Integrated Mobile Devices

• Device Trends
• Smaller
• Lighter
• Better battery life
• Integrated
• Multifunctional
• Multi technology (WLAN GPRS GSM)
• Better customer experience
• Less devices to carry around

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IT Managers Need to Prepare for Future Trends

• Commercial
• Understand the business benefits of a truly
  mobile workforce
• Evaluate and prioritise emerging technology
  opportunities so that they are applied where they
  can generate the most business value
• Understand your business processes and adapt them
  to ensure you exploit the full benefits of
  information anywhere
• Understand the relevant information to your
  company and make it available to the right people
  on the right devices
• Technology
• Work with mobile operators to ensure security in
  a converged world
• Understand the capabilities of Mobile devices and
  most suitable presentation of applications
• Understand device and application management in a
  mobile world