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Content
MOBILE
BROWSERS
Technology and Standards
Success Factors
Possibilities for Different Players
Solutions and Business Strategies
Conclusions
Mobile Browsers - Introduction
Development of browsers Not only WAP, but also
Internet Challenges for devices
Challenges for browsers
.mobi suffix to identify mobile web www.tkk.mobi How to remember?
Introduction - Browsing
Recent study showed the importance of mobile browsing 63% of packet data usage
Participants were early adopters
Indicates good success for mobile browsing
Source: Feller 2005
Distribution of Packet Data Usage by Services
Content
MOBILE
BROWSERS
Technology and Standards
Success Factors
Possibilities for Different Players
Solutions and Business Strategies
Conclusions
Technology and Standards
How to access Web content? Direct access
PC-content -> mobile Rendering at mobile Consumes bandwidth
Source: modified from Lawton 2001
How to access?
WAP gateway/proxy Server to convert HTML-> WML or
xHTML Servers renders the page
No need for mobile to compute Less data to be sent
Faster
Source: OneUpWeb 2005
How to access?
Caching One-way
Content is first downloaded to device’s cache Download magazine to read it later
Bidirectional User makes some offline changes to the
content and synchronizes the content with gateway
Sales representative
Technology and Standards
Wireless Application Protocol - WAP Markup language and a transport
protocol for small device usage Manufacturer-, vendor-, and technology-
independent Early hype and exaggerated claims WAP is in key role to realize mobile
browsing and its widening success
Markup Languages for Mobile Browsing
At the beginning everyone had their own language International agreements (WAP forum) -> common
language WAP 2.0 defines xHTML Mobile Profile (xHTML MP) and
WAP CSS as standards Benefits for
Mobile Browser Content providers Users
Technicality-issues Several browsers
Source: Openwave 2006
Content
MOBILE
BROWSERS
Technology and Standards
Success Factors
Possibilities for Different Players
Solutions and Business Strategies
Conclusions
Success Factors Content
Amount of mobile web content varies between countries
Japan, iMode (mobile web) Europe, mobile web and HTML web U.S., HTML web through PDA
Mobile devices can access HTML Web content -> No lack of content
No mobile web content – no users More users browsing – more content
Success Factors
Price Traffic tariff + content price Content with a price tag
Easy payment should be possible Easy access at later time
Content without a price tag (Web) Flat rate is preferred Pricing by bits
Web content usually contains ads – Who is willing to pay for them?
-> Menu | No pictures-> Browsing is not like in PC-Internet - bad for mobile browsing
Usability
Three layers of mobile browsing Holistic experience for the user
Should work with all types of content Easy to use solution is likely to get success Different solutions to display web pages
Narrow layout Browsing on Mobile Phones by Virpi Roto
Minimap
Source: Roto
Success Factors
Bandwidth When WAP was introduced, bandwidth was
limiting content Nokia 7110 - support for 14,4 kbps GSM (!) data
transmission Today, with EDGE, data rates up to 384 kbps
And of course 3G PC with modem connection, only 56 kbps Mobile content need’s less bandwidth -> Mobile browsing should be at acceptable
level with current bandwidth
Content
MOBILE
BROWSERS
Technology and Standards
Success Factors
Possibilities for Different Players
Solutions and Business Strategies
Conclusions
Possibilities for Different Players – End Users There could be identified two groups
Need-it-now consumers Accessed when they need some service or
information Killing-time users
waiting for example buss and use time to find information they need in future or just use entertainment services
Makes possible to reach Web content anywhere Banking in summer cottage etc.
Possibilities for Different Players – Operators Mobile browsing generates 63% of
packet data traffic (Jan Feller) Forecast good success for mobile browsing Good revenue opportunity for operators
SIM-based billing Identified through SIM card and after the use
of the third party service operator adds service fee to user’s phone bill
Revenue for operators by taking care of billing
Nokia Kanavat
Content
MOBILE
BROWSERS
Technology and Standards
Success Factors
Possibilities for Different Players
Solutions and Business Strategies
Conclusions
Solutions and Business Strategies Mobile browser vendor strategies
User-installable mobile browsers Default browsers used by major
mobile phone and PDA vendors User-installable solutions: Opera
Supports all current standards CSS2, JavaScript, Ajax, WML, and XHTML
Obtains Web content directly to device
Solutions and Business Strategies – Opera / mini
SSR (Small Screen Rendering) mode in browser Need quite a lot ram -> used mostly in PDA or
smart phone devices Commercial / License fee
Opera mini Launched in January 2006 Low- and mid-end handheld devices Communicates with Opera’s proxy servers
which re-process page before sending it to the phone
Solutions and Business Strategies – Opera / mini
Available for free Company offers branded and
customized versions for operators and content providers
Co-operation with Google Default search function in Opera mini
Solutions and Business Strategies – Series 60 Browser / Pocket IE
Default browsers used by major mobile phone and PDA vendors: Series 60 browser Standard component of Symbian S60
Platform Based on open source components
(WebCore and JavaScriptCore) Main innovation Minimap feature
Solutions and Business Strategies – Closed Content Browsers Browsers which can be used only to
browse limited content Nokia’s Kanavat multimedia browser
Launched 28.11.2005 User can only browse content that is specially
designed to Kanavat browser All Finland’s biggest medias creates content
to Kanavat browser (MTV3, Yle, Helsingin Sanomat)
Browser is available for free via Nokia’s Web site
Nokia also includes this Kanavat browser in new mobile phone packets
Content
MOBILE
BROWSERS
Technology and Standards
Success Factors
Possibilities for Different Players
Solutions and Business Strategies
Conclusions
Conclusions Industry is currently moving from situation
with many different standards, technologies and vendors towards the times with fewer players dominating the field
Only six percent of 3G mobile users accessed Internet with their 3G devices in Finland (Elisa)
Only early adopters use mobile browsing in Finland The best vendor strategy for mobile browser
software is to pre-install it into the device Easy, only small minority of users downloads and
installs software from the Web to their mobile devices