• LBS Aspirations/OutlookT l T f ti• Telecom Transformations

• Some Dynamics of the Mobile Developer Ecosystem

Chris LohThe Focus on Locus

l bColumbia UniversityJuly 11, 2008

Foreground:Foreground:Foreground: Where will we go from this LBS

Foreground: Where will we go from this LBS Symposium?Symposium?

Absolute basic minimum:

Never miss a rendezvous againNever miss a rendezvous again

Know where the nearest <something> is?Know where the nearest <something> is? e.g. a subway station, restaurant, a vendor that sells the household item you need?

Navigate around & never get lost anywhere

But it would be good to have:

Have access to all the multimedia everHave access to all the multimedia ever created at a given location

Be able to share any spatially-relevant content and commentary with friends /

llcolleagues

And:

Access to all the opinion and informationAccess to all the opinion and information about a product or service you are about to consume

Reduced risk/improved decision making on hpurchases:I would like to never have a terribly bad

quality experience againquality experience again (at least one that can be avoided based

on the accumulated experience of others)on the accumulated experience of others)

A Look at TelecommunicationsLandscape Transformation

A Look at TelecommunicationsLandscape TransformationLandscape TransformationLandscape Transformation

http://flickr.com/photos/ladigue_99/2341698588/

Networks are TransformingFrom “stovepipe” to “layer” networks

Vertical & Single-serviceSilo Networks

Horizontal & Multi-serviceLayered Network

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Content & Applications

Control & S i C bilitirk

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obile

Net

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Connectivity /IP Packet Transport

Service CapabilitiesIP & IMS

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Access-agnosticNetwork

3G, Fibre, DSL, Cable, WLAN, WiMAX3G Fibre DSL Cable

Shift to Access AgnosticismChanges in the paradigm of connectivity…Enabler is IP

NetworkNetwork

Content / ServicesContent / ServicesEnabler is IP

DeviceDevice

NetworkNetwork3G

WiMAX

DSLSatelliteSatellite

WiFi2.5GFrom user perspective,

Fibre

p p ,“Services Just Come out of the Device”

Increased bandwith expands options:High Bandwidth Services Rich Content & Services

Dripping faucet Fire hoseFixed: Cable & Fibre

Wireless: 3G / 3G-Evolved &

Alt ti Wi l B db d

Question: How to increase value delivery given high-

Alternative Wireless Broadband (WiMAX & Mesh WiFi)

Question: How to increase value delivery given highbandwidth next-generation fixed & wireless infrastructure? Answer: Time to pressurize the pipes! Flood the airwaves!

Broadband becomes a content conduit & platform. QoS and IP allows explosion of next-generation services

Smartphone importance increasing rapidly…

“Smartphones”

Mobile Devices Continue Rapid Pace of ChangeEmergence of the TAFKAP Device

ffc.f. The Device Formerly Known as the Mobile Phone… (TDFKATMP)c.f. The Device Formerly Known as the Mobile Phone… (TDFKATMP)Integrated mini-hard drives /

Massive Flash RAMMobile Payments / Transactions

Mobile TV / BroadcastingVoice

Location Based Services

Advertising

Mobile TV / Broadcasting

Accelerometer I t ti

LBSLBS

Advertising Integration

U G d

Integration

Presence

Data

User Generated Content

Presence

Content- & Entertainment-Centric Services

F l C ll I t tiLocal P2P / Proximity Aware

Direction Sense / Compass IntegrationMobile Instant Messaging

RFID Sensor integration Near Field Communications (NFC)

Fuel Cell IntegrationLocal P2P / Proximity Aware

create location-specific content and find people and things spatially

pay to enter the subway

Listen to music and watch user generated videos watch TV

Mobile Service Proliferation: Many Strategies/OptionsMobile Services Market = Multi-Lane Racetrack

A Look at Mobile DeveloperA Look at Mobile DeveloperA Look at Mobile Developer Ecosystem Dynamics

A Look at Mobile Developer Ecosystem Dynamics

http://flickr.com/photos/yashahartberg/23700647

Web & Mobile disruption partly enabled by technology driving costs down:

Bar extremely low for technology innovation & compelling services

Low cost hardware & storagePowerful development & hosting

tools

L M M hi

toolsTranslates well to LBS platforms

Lean, Mean, Machines:Can run on the smell of an oily rag:

MySpace ($1.65B, had 60 y p ($ ,employees, 155M subscribers)

Craigslist (21 employees, was amongs 10 most popular sites)amongs 10 most popular sites)

Wikipedia (handful of people)Translates well to LBS startups…

Open Mobile Platforms Awayyyy…Open Mobile Platforms Awayyyy…iPhone OS: >250k iPhone SDK downloads 3 monthsiPhone OS: >250k iPhone SDK downloads 3 monthsiPhone OS: >250k iPhone SDK downloads 3 months

from March. Piles of LBS aps in App Store.Google Android: Android SDK downloaded 750,000

iPhone OS: >250k iPhone SDK downloads 3 months from March. Piles of LBS aps in App Store.

Google Android: Android SDK downloaded 750,000 times in 5 months since Nov07

Android Developer Challenge – Roughly 1,800 entries.

times in 5 months since Nov07

Android Developer Challenge – Roughly 1,800 entries.LBS Apps in the top 50…

(2) Beetaun - Social network around geo user-gen content (6) City Slikkers - an LBS game(7) Commandro Friend tracking and status

LBS Apps in the top 50…(2) Beetaun - Social network around geo user-gen content (6) City Slikkers - an LBS game(7) Commandro Friend tracking and status(7) Commandro - Friend tracking and status(24) Locale - enables you to set up location- and time-based profiles for your phone (selects how to direct/receive calls).(26) Marvin - publish & browse geo-localized objects

(7) Commandro - Friend tracking and status(24) Locale - enables you to set up location- and time-based profiles for your phone (selects how to direct/receive calls).(26) Marvin - publish & browse geo-localized objects(34) Pocket Journey - connects your location to the voices of a global community of artists, historians, musicians etc

Nokia Open Source Symbian

(34) Pocket Journey - connects your location to the voices of a global community of artists, historians, musicians etc

Nokia Open Source SymbianNokia Open Source SymbianLimo (Mobile Linux)Nokia Open Source SymbianLimo (Mobile Linux)

Mobility Ecosystem Dynamics are ChangingChanging

Before NowData Services, Apps, ContentVoice Services Data Services, Apps, ContentVoice Services

Diverse Developer EcosystemFew Mobile Developers

Simple Environment / Single Supplier

Complex Environment / Multiple Interacting SuppliersSupplier Multiple Interacting Suppliers

Carriers Conduct Limited 3rd

Party InteractionIncreased 3rd Party Reliance / LeverageParty Interaction Leverage

Simple Commercial Models No precedents immature service structures and modelsservice structures and models

Mobile Developer Revenue Models:M billi d l i t f i / l tiMany billing models exist for services/solutions:VoiceDataDataRevenue share on messaging servicesPer campaign (e.g. messaging promotion)p g ( g g g p )Per solution/project (including setup fees, time

and materials, and support and maintenance fees)S i /A li ti f (i l di tService/Application fees (including per event, per

transaction, flat monthly fees, module base cost)Content and entertainment item charges g

(per media, video clip, music track, ring tone, game)Enterprise solution/application/ system licensing

fees (per application per user or per usage tiers)fees (per application, per user, or per usage tiers)Advertising/Marketing models

Types of Mobility Services/Products(Mobile Developer Ecosystem Taxonomy)(Mobile Developer Ecosystem Taxonomy)

Messaging service providers (SMS/ MMS)

Content-centric service providers/facilitators

Mobile operator service integrators

Bespoke enterprise solution providers

Mobile application developers

Mobile payments/Secure transaction services

Industry Concerns: Mobile OperatorsMobile Operators Want to:

Protect their brands Must have full support processes in placeEnsure quality customer experience on new

servicesservices. Important as end users see services as

products of the mobile operatorproducts of the mobile operatorManaging risk is crucial given the liability

issues associated with third-party servicesMobile operators want to be seen as neutral

when recommending vendors to enterprises

Industry Concerns: Mobile Developers

Mobile Developers Want to:G t th i i t t th k tGet their services out to the market,

however, generally need the endorsement / support of the mobile operatorssupport of the mobile operators

Want to get out to all portions of the market (not just the customers of a single operator)

Want good operator engagement levels themselves

Contact Info

Chris Loh

cl2555@columbia.edu