Being the Next Millionaire - Building the Next Killer Mobile Applications

Being&the&Next&Millionaire
!"Building"the"Next"Killer"
Mobile"Applica8ons!
"
Dr."Mazlan"Abbas"
Wireless"Communica8ons"Cluster"
MIMOS"Berhad"
Email:"mazlan.abbas@mimos.my "

(June%19,%2009)%

Copyright%©%2007%MIMOS%Berhad,% page% 1!

Agenda

•  The question of What is the Killer Application? has
always been the hot topic for the telecommunication
operators, service providers and the application developers.
•  The presentation will cover some aspects of the questions
such as:
–  Knowing the Customers
–  What are the killer applications?
–  Can developing mobile data applications make money?
–  How to develop such applications?
–  What s beyond SMS?
–  Can I be the next Millionaire?
–  The 10 TIPS of How-To


Knowing Your Customers


100.1%&
Mobile&

22.9%&
Household&BB&

[Source:!Household!use!of!the!INTERNET!Survey!2008,!SKMM]!

5.859M& 28.914M&
PostAPaid& Mobile&Subs&

22.325M&
PreAPaid&


Number of Broadband Subs by
Technology

Mobile&
22.5%&

ADSL&
75%&

Internet Access

No.%of%Hotspots%

355,400&
Hotspots&

SMS Usage

20.5&Billion&
SMS&Q4 08&


Household Use of Internet


Internet by Gender


Monthly Income Salary


Difficulties in Developing Mobile
Applications


The Difficulties in Developing
Mobile Data Applications
•  How to get Ideas?
•  How do I get connected?
–  Do I need a GSM Modem?
–  Do I need a GSM Phone?
•  How to start Mobile Programming?
–  Is there any SDK?
–  What software tools for development?
•  What do I need? Is it expensive? How much do I need to pay
for the SMS or MMS?
•  How do I get Location Based Services?
•  Can I commercialize my mobile data apps?
•  Can the Telcos help?


Developing Mobile Apps with
GSM Modem

Mobile%
Network%

019T3012345%

Disadvantages:%
• Using%normal%mobile%number%!%No%Branding%
• Small%buﬀers%!%Lower%QoS%
• No%Premium%Charges%!%No%special%charges%


Developing Mobile Apps with
Short Codes

Mobile%
Network%

21500%

Advantages:%
• Using%Short%Codes%!%Branded%
• Large%buﬀers%!%Higher%QoS%
• Premium%Charges%!%Control%MO/MT%charges%


Go Beyond the Traditional
Wallpaper and Ringtones

How%to%Charge:%
1. Per%download%
2. Per%subscripYon%
3. Per%Month%/%Week%/%Day%


Mobile Contents


Choosing The RIGHT Business Model


Option #1
1. Telco-Branded
2. Main Content Provider (CP)
3. Owned Content


Option #1: Revenue Share – Telco
Branded

100%%

CP% CP%

60%%to%70%% Telco% CP% 30%%to%40%%

Telco%


Option #2
1. Telco-Branded
2. Content Aggregator (CA)
3. Do Not Own Content


Option #2: Revenue Share – Telco
Branded

CP% CP% 100%%

CP% CA%

60%%to%70%% Telco% CA% 30%%to%40%%

Telco%
CP% CA%

X%%% Y%%%

Option #3
1. 3rd Party Branded
2. Main CP
3. Owned Content


Option #3: Revenue Share – 3rd
Party Branded
Telco%
#2%
100%%

3rd%
CP%
CP%

50%% Telco% 3rd%CP% 50%%

Telco%
#1%


Option #4
1. 3rd Party Branded
2. Content Aggregator (CA)
3. Do Not Own Content


Option #4: Revenue Share – 3rd
Party Branded
Telco%
#2%
100%%
CP%

3rd%
CP%
CA%
CP%

50%% Telco% 3rd%CA% 50%%

Telco%
#1%
CP% 3rd%CP%
X%%% Y%%%

Build Once, Deploy Everywhere
CP% CP%
Telco% Telco%
#2% #3%
CP% CA%

Open%FMC™%

Telco% Telco%
#1% #4%


Building the Killer Applications?


Mobile Revenue is Growing

•  Mobile apps revenue to hit US$17.5B by 2012
•  The global market for mobile applications is forecast to
reach US$17.5 billion in the next two years, according to a
new study commissioned by GetJar, claimed to be the
world s second largest app store.
•  The study claimed the number of downloads would climb
from 7 billion last year to 50 billion by 2012 - a 92 percent
year-on-year increase.
•  Apple s App Store is the leading player, but GetJar said that
the number of app stores had risen from just four before
2008 to 48 today


Ability to Aggregate Services
With%different%services%deployed%through%Open%FMC™% …%they%can%easily%be%combined%together%

Movie% RingT
Tickets% tones%

MovieT RingT
Web%Services%Interface% Yckets% tones%

Open%FMC™%
ResulYng%in%increased%revenue%opportuniYes%and%improved%user%experience%

3G/WiFi/ SMS/MMS/Internet% SMS/USSD/Java%Applet%
WiMAX%
Love&the&Movie?&
To&download&the&
ringtone&for&the&
movie&soundtrack&
theme,&Enter&code&
#733QW&
Ticket&Purchase&
ConfirmaOon&&
(Press&Confirm)&
Movie&ShowOme&is&
Movie% RingT 8.00pm&
Tickets% tones%


Movie%
Movie% RingT
Clips%
Tickets% tones%
(MMS)%

MovieT MovieT RingT LocaYon%
Web%Services%Interface% Clips% Yckets% tones% Presence%

LocaYon%
Open%FMC™% Based%
Services%


WiMAX%
Love&the&Movie?&
To&download&the&
ringtone&for&the&
movie&soundtrack&
theme,&Enter&code&
#733QW&
Ticket&Purchase&
ConﬁrmaOon&&
(Press&Conﬁrm)&
Movie% Now&Showing&@& Movie&ShowOme&is&
Movie% RingT LocaYon% GSC& 8.00pm&
Clips%
Tickets% tones% Presence% Download&Movie&
(MMS)% Clip?&


Movie%
Movie% RingT Online%
Clips%
Tickets% tones% Bookstore%
(MMS)%

MovieT MovieT RingT LocaYon% Online%
Web%Services%Interface% Clips% Yckets% tones% Presence% Bookstore%

LocaYon%
Open%FMC™% Based%
Services%


WiMAX%
Love&the&Movie?&
To&download&the&
ringtone&for&the&
movie&soundtrack&
theme,&Enter&code&
#733QW&
Ticket&Purchase&
ConﬁrmaOon&&
(Press&Conﬁrm)&
Movie% Now&Showing&@& Movie&ShowOme&is& Love&the&Book?&
Movie% RingT LocaYon% Online% GSC& 8.00pm& To&download&a&
Clips%
Tickets% tones% Presence% Bookstore% Download&Movie& discount&coupon,&
(MMS)% Clip?& Enter&code&
#532RW&


Got An Idea for the Killer App?


Eco-System for Visionaries


Building IMS Eco-System in
Malaysia


Open FMC™ Platform

•  Enable the efficient and rapid creation and support
of IMS/SIP applications
•  Standardize the interfaces linking applications to
wireless network elements (OSS & BSS) through the
use of the flexible object-oriented and web
technologies.
•  Create a common and reusable set of development
tools
•  Enable content developers maximize the full
latitude of Open FMC™ services
•  Innovate and rapidly deploy mobile services.

Wanna Be One of The Millionaires?
10 Tips How-To
Work with the Telcos


The 10 TIPS – How-To

1.  Survey the market and survey the apps that have been launch by the
telcos in Malaysia. Do not duplicate things which have been launched
unless yours is being proven to be better (features and can get more
revenue).
2.  Ensure you have good technical support to convince the telcos. A good
product need to have proper customer service support and clear
product roadmap. Its not something which is "one-off" sort of app. You
cannot simply "run" away after selling the product to the telcos.
3.  Have a system that can consolidate your data (traffic) against the telcos.
There might be variances that you might challenge with the telcos. And
normally the telcos have the right to use their traffic data to make
payment to you.
4.  Ensure your apps have the right capability to charge the customers.
5.  Get a reliability system to host your application. Cannot afford any
downtime.


The 10 TIPS – How-To

6.  A telco can commercialize with a techno-preneur but if possible
(advisable), work with an established company (CPs) that have establish
relationship with the telcos to be your business partner. Its easier to
convince this way rather than an unknown company.
7.  Be flexible in your business model. You might lose in the short term but
gain in long term. There are times when the telcos didn't realize that a
revenue share model can be very risky to them and finally they have to
pay A LOT to the CPs. How they wish they just buy the solution....
8.  Get to know the people in the telcos to ensure you have the buy-in.
Some sales life-cycle can be 1 month but some can be 6-12 months
period. Don't expect fast wins.
9.  Don't raise your hope so much if there is a verbal agreement from the
telcos. Things are so "volatile"... Decisions can change very fast. Get an
official award letter.
10.  Ensure that your products have the trust from the customers. Don't
cheat them and try to make fast money.

Thank%You%


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