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invited talk at the Pelorus group summit on local search in Reno, April 2008
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Dr. Venu VasudevanSenior Director, Software Platforms ResearchMotorola Technology
Evolution of Mobile Information Services
Pelorus DIS ‘08 SUMMIT
2MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
From a call ... …to a rich information service
Mobile Directory Information Services are Evolving
Rich Information Services
Yellow Pages, White Pages, local search, directions plus a lot more
3MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
outline
evolving needs of mobile information services
the mobile platform response
implications for local search and DA/DIS
4MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Trends in mobile information services
mobile mediagoes mainstream
value-creation gets two-sided
browse & render�
rich interaction
pay-to-play �
ads and analytics
monetizationmonetization
servicesservices
contentcontent
inte
ract
ion
inte
ract
ion
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
mobile media goes mainstream
6MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
The Morphing of Cell Phones: technology push ..voice � rich media
First Commercial
Portable Phone
GSM SMSPTT
WAPGPRS
Downloads
PhotoCamera
3G
The Device Formerly Known as the Cell Phone
Voice Mail
Dual-band
Tri-band
ColorDisplay
HS-CSD
Java J2ME
EMS
RotatorDesign
Bluetooth
MMS
Skins
Video Streaming & Camera
IM
94 9783 92 99 00 02 04 05
WiFiEDGE
LinuxWinCE
A-GPS Quad-band
Java / Linux
SurroundSound
OutlookiMode
QDualhingeTransFlash
PolyphonicMP3
Polyphoniccompose
06
AMPS
Broadcast Video
DVB-H802.16
01
7MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
.. meets user pullvoice � search, media, social
8MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Content and communication get ‘mashed up’
User-Generated Content(restaurant 360o)
Community(user reviews)
Commerce(coupons)
Voice Call(directions to Restaurant)
9MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Relevant device technologies
. More functions perKeyboard square inchMorphableMorphableMorphableMorphable keyboardkeyboardkeyboardkeyboard
Mode shifting
Crystal talkCrystal talkCrystal talkCrystal talk. Improved voice performance in noisy
environments
PushPushPushPush----totototo----mediamediamediamedia. Share media while you talk
High quality video capture, onononon----devicedevicedevicedevice edit, share, publish
Z9 ROKR E8 RIZR Z10
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
value becomes two-sided
11MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Values chain. from one-sided to two-sided
12MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Value. From one-sided to two-sided
pre-sales post-sales
extra
-dev
ice
valu
ein
tra-d
evic
e va
lue
. .influences ODM investment in applications and services
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
services spill out of the browser ..
ask&answer � rich interaction
14MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Browsing to Experiences
Active idle screens
improve accessibility, discoverability and the delivery of data services
Mobile Widgets
15MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Active Idle Services – A Case Studyreducing click friction
1 click: Excerpt Screen
Relaxed reading
Idle Screen
Snippets of information .
2 clicks: Launch Browser
Full story access
Cached Content
SCREEN3TM capitalizes on the phone’s downtime to cache featur e rich content
16MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
SCREEN3TM Technology
CONTENT FEEDS
Industry standard content feeds
(e.g., RSS) are delivered to a
media gateway server, which
adjusts the feeds and delivers
them to the device's “always on”
portal. This server also provides
billing, operator control, and
tracking capabilities.
SMART
SYNCHRONIZATION
Intelligent synching between
the media gateway and
client ensures that only new
content is delivered,
minimizing network traffic. EASY ACCESS
The device caches the
content and displays it
seamlessly to the user.
Web
MediaGateway
Device
17MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
SCREEN3TM – Value Proposition
• For the Consumer…• Easy to use• Zero-Click. Information is brought to home screen
• For the Operator…• Solves traditional services challenges
• No need for user to find information
• No need to figure out how to use
• Simple 3rd-party development of additional “channels”
• Reduce marketing costs of new services, let the device do it for you…
18MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Mobile Widgets
‘bite sized’ web
easy install, discover, run
strong potential for ads & analytics
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
from pay-to-play to ads & analytics
20MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Mobile Advertising : hype to hope
U.S. Mobile Advertising Forecast ($Millions)
Search 1 3 8 0 6 6 9 1,0 77 1,58 8
W A P 12 6 2 6 2 4 6 1 74 2 1,0 9 4
V id eo 12 3 6 9 2 2 2 1 4 2 6
In- C ont ent 0 6 8 156 3 2 3 6 0 4
Id le Screen 0 3 1 6 6 12 6 2 2 1
SM S/ M M S 2 9 5 3 54 4 2 4 50 9 6 11
2 0 0 6 2 0 0 7 2 0 0 8 2 0 0 9 2 0 10
21MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Enhancing ad experiences on the mobile
UI’s for rich branding
Click-to-actionSupport forenhanced targeting
22MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Flexible “Skinning” : Controlled Brand Experience
beyond interstitials. balancing brand exposure
and user interruption
23MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Extending the Brand Relationshipfrom direct to derivative use
Restaurant:Restaurant:
Weber GrillWeber Grill
1030 South Meacham 1030 South Meacham
847847--413413--08000800
Weber GrillWeber Grill
transparentclipboarding
sms application phonebook application
24MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Intelligent Targeting based on device intelligence
YP request forChicago Bars
affinity forsports tv
JoeJoe’’ss
Chicago Chicago
847847--434434--08400840
Ad for chicago sports bars
targetedad
current
request
past behavior
25MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Multi-layered performance models
Mobile Local search Impressions (‘eyeballs’)
Click-to-find
Click-to-save (loyalty)
Sources: eMarketer, Kelsey Group
Click-to-navigate
‘My Favorites’
Click-to-share (viral mktg)
* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t
Search R esults
* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t
Search R esults
* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t
Search R esults
* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t* Sponsor ed resul t
Search R esults
MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
looking ahead ..
27MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
The Morphing of Cell Phones: voice � rich media � ?
First Commercial Portable Phone
GSMSMS
PTT
WAP
GPRS
Downloads
PhotoCamera
3G
The Device Formerly Known as the Cell Phone
Voice Mail
Dual-band
Tri-band
ColorDisplay
HS-CSD
Java J2ME
EMS
RotatorDesign
Bluetooth
MMS
Skins
Video Streaming & Camera
IM
94 9783 92 99 00 02 04 05
WiFiEDGE
LinuxWinCE
A-GPS Quad-band
Java / Linux
SurroundSound
OutlookiMode
QDualhingeTransFlash
PolyphonicMP3
Polyphoniccompose
06
AMPS
Broadcast Video
DVB-H802.16
01
Mixed reality
Sensor& Context
Intelligence
Device Ensembles
28MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Rich graphics drive compelling broadband search exp eriences
AMC 6
Movie
Theater $4
until 5:00PM
Westin
Hotel $35
tonight only
You parked
HERE! 30
Minutes left
on meter
Average data transfer rates*
WiMAX
HSDPA
EV-DO
UMTS
EDGE
CDMA 1X
GPRS
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 (MB)
60 kbps
115 kbps
256 kbps
400 kbps
1.0 Mbps
4.0 Mbps
35 kbps
aacPlus v232 kbps
aacPlus64 kbps
AAC/WMA128 kbps
MP3160 kbps
LTE
802.11g
4.0 Mbps
14.4 Mbps
MP3 song
11 mins
6 mins
3 mins
2 mins
38 secs
10 secs
18mins
10 secs
3 sec
29MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Implications for DIS and local search
• Enablers to provide value-added services in the context of a call
• Longitudinal user relationship. From call to rich media conversation
• New monetization models around ads, analytics and social networking
30MOTOROLA and the Stylized M Logo are registered in the US Patent & Trademark Office. All other product or service names are the property of their respective owners. © Motorola, Inc. 2006.
Pelorus DIS’08 summitEvolution of Mobile Information Services
Thank you.