View
1.083
Download
1
Category
Tags:
Preview:
DESCRIPTION
Collaborative Business models are the way forward for the new relation between corporates and customers. The presentation shows that "Integrated Operations (IO)" is the new way of working together, the way where companies bring their assets into a common business operation. The oil & gas industry in Norway has joined under the IO umbrella, but it is applicable to other areas. While Web2.0 has changed the customer/business relationship, most businesses are still running under "historic means". The example of mobile networks is used to show that only collaborative business, where users own their femto cell, will satisfy the capacity requirements of users. A second example from near field communication (NFC) is used to demonstrate how collaborative business works in praxis. The slide set concludes with examples from IBM, Altibox and Apple, who have opened their business to involve the customers and build an ecosystem with other companies.
Citation preview
CWI
Nov 2010, Josef Noll
DSL-Partner Customer Seminar - Nov 2010
Web2.0 and the Future Internet: The change in business models
and infrastructure
about:Josef Noll, Professor
University of Oslo/UNIKChief Technologist, Movation AS
josef@unik.no
on behalf of the
Center for Wireless Innovation Norway
CWI Norway (http://cwin.no)
Josef Noll, Mohammad M. R. Chowdhury, Muhammad Bilal Ahmad, Ayaz Khan Afridi
Nov 2010, Josef NollCollaborative Business in Future Internet
Collaborative Business in the Future Internet! Towards the Future Internet
– Web 2.0 experiences in customer/business relations! Infrastructures and Services
– A mobile network?– Capacity needs for wireless operations
! Collaborative business models– between Corporates and– between customers and corporates
! Analysis and expectations– either you collaborate or you vanish– Examples: IBM, Altibox, Apple
2
Nov 2010, Josef NollCollaborative Business in Future Internet
Web 2.0:Customer/business relations! Web 2.0 in business
– Networking, Collaboration, Public Communities
– Apple: The business environment & the APs
– Mobile Monday, First Tuesday....
! Prosumers: Producers = Consumers
– Youtube.com, BBC, ...– SUN, IBM
3
Innovation Stock Exchange - Sep 2010 - Josef Noll
3rd wave of convergence
• 1. wave: All-IP– flat world, global business
• 2. wave: Telecom - IT - Broadcast– from fixed to mobile and
quadruple play – Telecom = mobile
• 3. wave: Future Mobile Internet– Collaborative business– The business merger
4Collaboration and cooperation drives developments
core business
all-IP
Telco-IT
Future Internet
Community
Innovation Stock Exchange - Sep 2010 - Josef Noll
Share revenue
Share knowledge
Built Partner Networks
Customer Involvement
Interoperability
Open APIs
Prepare for collaboration
5Collaboration and cooperation drives developments
core business
Future Internet
Community
Nov 2010, Josef NollCollaborative Business in Future Internet
Example
Mobile & Fiber = Net!Works
(EU’s new technology platform)
6
Nov 2010, Josef NollCollaborative Business in Future Internet
Future Internet and Internet of ThingsReal world statements
7
"The privacy you are so fond of is mostly an illusion” – Scott Mc Nealy, Sun Microsystems
"By 2012, iPods ... be capable of holding all music you will ever hear in your life (or one year of video)By 2018 it can hold all videos ever produced” – Nikesh Arora, EMEA manager, Google
Your mobile phone is the representative in the
digital worldand the gateway to the
world of sensors
source: Gerhard Fettweis, TU Dresden
! The speed of development
stor
age
on s
ingl
e ch
ip
"Last year (2007) the world produced
more transistors than rice corns”
– Hans Christian Haugli, CEO, Telenor R&I 2008
"Now we have roughly 5.2 Mio mobile subscribers.
In some year we will have 30...50 Mio devices on
the mobile network” – Hans Christian Haugli, CEO, Telenor Objects
2010
"From Kilo (103 ) bytes to Tera (1012 ) and Zeta (1021 ) bytes
"Global ubiquitous Internet-based solution with hyper Connectivity
"Hundred-fold increase in network flow brought by mass terminals and mass digital content, and the thousand-fold, increase in traffic flow on mobile networks
"Users are spending more time on the phone & internet"Average household spending on communication falls" Consumer pay less while getting better value -> they pay
~30% less than 5 years ago
"Significant growth in traffic while slow in revenue" User experience at risk
"What%do%we%do%with%a%surging%traffic%#Limit/control%it?#Turn%it%to%revenue?#Bring%the%cost%of%it%down?%
Diverged Traffic & Revenue Growth
8
Cost reduction is a very critical aspect of the future networks. Telecom seems to be the only sector delivering price decrease
Traffic
Revenue
Gap
Complexity
Time
[source: Sharam G Niri, 2010] (adapted)
RelayFemtoSmallMicro/PicoMacro
Walled Garden
Open Access
Coverage%Map
Capacity%Map
Quality%Map
Nov 2010, Josef NollCollaborative Business in Future Internet
LTE:Expectation and Real network usage
970% indoor users means 30% reduction of cell capacity, and only 45% of satisfied users
• Expectation [Motorola 2009]
– 38% of users > 20 Mbit/s– 32% of users 7...20 Mbit/s
– 30% of users 1.2...7 Mbit/s
70-80% indoor usage
70-80% indoor usage
Nov 2010, Josef NollCollaborative Business in Future Internet
LTE:Expectation and Real network usage
970% indoor users means 30% reduction of cell capacity, and only 45% of satisfied users
• Expectation [Motorola 2009]
– 38% of users > 20 Mbit/s– 32% of users 7...20 Mbit/s
– 30% of users 1.2...7 Mbit/s
70-80% indoor usage
70-80% indoor usage
16%
17%
32%
35%
Reality
- no femto- indoor usage
Nov 2010, Josef NollCollaborative Business in Future Internet
The LTE simulation environment
10x_pos [m]
y_po
s [m
]
Simulation of 7 base stations, each with 120 deg sector antennas
Target sector with 3 indoor femtocells(including macroscopic fading)
Signal to Noise ration in download(SISO, macroscopic fading)
Nov 2010, Josef NollCollaborative Business in Future Internet
First simulation results
11
x_pos [m]
y_po
s [m
]
Signal to Noise ration in download(SISO, macroscopic and shadow fading)
! Networked dimensioned for ~80 Mbit/s
! Worst case:– indoor users at the edge of the
cells– 20 dB attenuation (into
buildings)! 20-30% indoor users reduces
aggregated throughput to 40 Mbit/s
! 50% indoor users let the network collapse (aggr. throughput <15 Mbit/s)
Realistic: >90% indoor users in LTE
CWI
Nov 2010, Josef Noll
Business perspective of Femtocells
12Total network cost reduction more than 70% with user-owned base stations
40% market share
Ann
ual N
etw
ork
Cos
ts [$
]
percentage of customers with home-BS
total costs
[source: H. Claussen, 2007]
OpEx and CapEx calculations based on “free provisioning” of home base stations
CWI
Nov 2010, Josef Noll
Business perspective of Femtocells
12Total network cost reduction more than 70% with user-owned base stations
40% market share
Ann
ual N
etw
ork
Cos
ts [$
]
percentage of customers with home-BS
total costs
[source: H. Claussen, 2007]
OpEx and CapEx calculations based on “free provisioning” of home base stations
Nov 2010, Josef NollCollaborative Business in Future Internet
Collaborative Business Models
Near Field Communication
(the mobile payment)
13
Nov 2010, Josef NollCollaborative Business in Future Internet
NFC technology and use case! Based on RFID technology at
13.56 MHz! Typical operating distance 10 cm ! Compatible with RFID ! Data rate today up to 424 kbit/s ! Philips, Sony and Nokia
14
! ECMA-340, ISO/IEC 18092 & ECMA-352, …standards
! Powered and non-self powered devices
28.2.2008, Josef NollNFC market and applications, 2009 and beyond
NFCIP-2 Interface and protocol (ISO/IEC 21481)
15
ECMA-340
Interface Standards
ISO/IEC 14443
PCD mode
(MIFARE, FeliCa)
ISO/IEC 15693
VCD mode
(facility access)
NFC deviceProximity Card
ReaderVicinity Card
Reader
28.2.2008, Josef NollNFC market and applications, 2009 and beyond
NFCIP-2 Interface and protocol (ISO/IEC 21481)
15
ECMA-340
Interface Standards
ISO/IEC 14443
PCD mode
(MIFARE, FeliCa)
ISO/IEC 15693
VCD mode
(facility access)
NFC deviceProximity Card
ReaderVicinity Card
Reader
NO15693 okay
Josef Noll, “Who owns the SIM?”, 20 November 2007
Third party business model• Media, • Banks, Service providers• Telecom, Corporate, Home
Identity and personalisation
provider
Customer care
Serviceaggregator
Authentication and Access
provider
Paymentprovider
Content provider
• Service aggregator• Convenient interfaces• Ease of use
• Identity and personalisation provider• Convenience• Trust
16
CWI
Nov 2010, Josef Noll 17
Ecosystem: The collaborative business model
Source : Mobey Forum Ltd. + Bent Bentsen, 2008
– Telenor and DnB NOR establishes TSM Nordic AS in April 2008
for NFC
Josef Noll, “Who owns the SIM?”, 20 November 2007
Challenges and Benefits
0
50
100
150
200
2006 2008 2010
Telecom favourite Third party favourite 18
Ope
rato
r’s m
arke
t sha
re
year
Josef Noll, “Who owns the SIM?”, 20 November 2007
Challenges and Benefits
How insecure is the Internet?
Will the phone be the only secure element?
Dynamic service environment? On-the-fly creation of services?
Are Google, facebook and flickr more trusted than telecom
operators?
Visa and Mastercard enable convenient small amount
purchases
0
50
100
150
200
2006 2008 2010
Telecom favourite Third party favourite
Convenience of usage
18
Ope
rato
r’s m
arke
t sha
re
yearold news: May 2007
Nov 2010, Josef NollCollaborative Business in Future Internet
“Wer zu spät kommt, den ...”
I was wrong!
19
Nov 2010, Josef NollCollaborative Business in Future Internet
“Wer zu spät kommt, den ...”
I was wrong!
19
Nov 2010, Josef NollCollaborative Business in Future Internet
Analysis and Expectations
Collaborate or vanish
Examples:
•IBM
•Altibox
•Apple
20
Nov 2010, Josef NollCollaborative Business in Future Internet
Analysis and Expectations
Collaborate or vanish
Examples:
•IBM
•Altibox
•Apple
20
Nov 2010, Josef NollCollaborative Business in Future Internet
Analysis and Expectations
Collaborate or vanish
Examples:
•IBM
•Altibox
•Apple
20
Nov 2010, Josef NollCollaborative Business in Future Internet
Analysis and Expectations
Collaborate or vanish
Examples:
•IBM
•Altibox
•Apple
20
Nov 2010, Josef NollCollaborative Business in Future Internet 21
Conclusions
! Future Internet means collaborative business
! Example: Indoor coverage with high data rates
-35%
expectation reality
>20 Mbit/s 38 % 16 %
7-20 Mbit/s 32 % 17 %1.2-7 Mbit/s 30 % 32 %
• Experiences– Collaborate - or you will loose– Incorporating the customers
Collaborative Radio & Operation, the driver for cost-effective future wireless broadband networks
• The Future Internet as the business merger
CWI
Nov 2010, Josef Noll
Thanks toMy colleagues at UNIK• Mohammad Mushfiqur Rahman
Chowdhury for 5G discussions and calculations– see tutorial ICWMC 2010 for whole picture
• Arlindo Bengui André, Muhammad Bilal Ahmad, Ayaz Khan Afridi for LTE work
My colleagues at CWI• Frank Reichert for comments on 5GOur cooperation partners at CTIF (Aalborg University)• Ramjee Prasad for initiating the “discussion”Our industrial partners• Bjørn Amundsen from Telenor for
discussions on coverage and capacity• Tom Guldberg from Network Norway for
femtocell
• Vegard Kjenner from Netcom for LTE usage• Per Hjalmar Lehne from Telenor for
generations• Jørgen Grinnes from Telenor for 3G
examples• Bent Bentsen from DnB NOR for the
information on Payment and TSM Nordic• Truls Berg from Movation for mobile usage
data • Linda Firveld from MobileMonday for
femtocell industrialisation• Shahram G Niri from NEC for collaborative
discussionsMy Telecom colleagues from various Eurescom projects• and many, many more....
22
more info: "Collaborative Radio for 5G Mobile and Wireless Communications, ICWMC 2010 tutorial, Valencia, Sep 2010
Recommended