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OMA Home Environment Services Workshop Small Cell Services
Andy Germano - Vice Chairman, Small Cell Forum Chair, Services Special Interest Group (SSIG)
The information in this presentation is public [email protected] www.smallcellforum.org
Femto Location Awareness
“5 Bar” Indoor
Coverage
High Speed Low Cost
Data & Voice
2
Why Small Cell Services?
An Application Sweet Spot
Small Cell Services:
Some Examples
Home Reminders
© Femto Forum Ltd. 2011
Intelligent Home
© Femto Forum Ltd. 2011
Social Networking
© Femto Forum Ltd. 2011
Consumer Research Let’s start with some hard data…
28%
27%
24%
24%
27%
26%
22%
21%
23%
26%
23%
19%
26%
25%
17%
19%
18%
19%
22%
19%
22%
21%
21%
19%
33%
31%
27%
27%
27%
25%
25%
24%
60%
53%
52%
56%
43%
39%
39%
37%
13%
9%
9%
11%
11%
12%
9% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Family Locator
Cellphone Remote Control
Home Reminders
Family Alerts
Virtual Home
Number
Photo Sync Contact / Calendar
Sync
Music Sync
US UK Germany Spain China Japan
Appeal of New Femtocell Features (Q3/10) Q4080. "In addi-on to providing improved coverage, femtocells can also enable a number of new features. How
appealing to you are the following?" (Among all Broadband HHs with Mobile Phone)
% Finding Feature Very App
ealin
g (o.e., ratomg 6-‐7 on
a 7-‐pt. scale)
19% 15% 12% 17% 28% 23%
22% 24%
24% 18%
13% 18%
6% 8% 9% 8% 4% 11%
8% 11% 9% 7%
11% 6% 7% 13%
5% 3%
5% 12% 12% 12%
14% 13%
10%
20% 13% 11% 23% 28% 15%
6% 11% 10% 7% 7% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
US UK Germany Spain China Japan
Home Reminders Family Locator Cellphone Remote Control Contact / Calendar Sync Photo Sync Music Sync Virtual Home Number Family Alerts
Most Appealing Femtocell Feature (Q3/10) Q4085. "Of the following features, which are the most appealing? "
(Among all Broadband HHs with Mobile Phone, Interested in at least two features)
% Finding Feature M
ost A
ppealin
g
Consumer Willingness to Pay
5 / 3 / 1
34%
59% 60% 65%
48%
77% 78% 83%
59%
90% 91% 98%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cellphone Remote Control
Family Alerts Family Locator Virtual Home Number
High
Medium
Low
Price SensiHvity of New Femtocell Services Q4090-‐4092. "How likely are you to purchase your top-‐ranked service at these price points?"
(Among Femtocell Fans Ranking Specified Service As Their Most Desired Service)
% Finding Feature A
ppealin
g at Spe
cifie
d Price Po
int
(i.e., raH
ng 5-‐7 on a 7-‐pt. scale)
$4.99/2.99/0.99
Yen 499/299/99
RMB 10/5/2
€4.99/2.99/0.99
£4.99/2.99/0.99
€4.99/2.99/0.99
Where will Small Cell Applications Reside?
1. On the mobile handset 2. On the Femto Access Point (FAP) 3. HomeLAN 4. In the Network • Secure Gateway • Application Server • Internet • Cloud
12
The Small Cell Forum is working to define the API’s to support these cases
Connected Home Services
Small Cell Zone Services
Carrier Services
Network Operator Service Platform
Internet Internet Services
Small Cell Services Architecture
Local Network Operator Network
SmallCell Zone Service Management Platform
Application Logic
Handset Application
Logic
Cloud Application
Logic
Application Server
Local Application
Logic
Application Gateway Femtocell UE
Application Developer API’s
Management API’s
Other Network API’s
API Legend SmallCellZone Realization
Rich applications behind simple API’s
Operator Network
Application Gateway SMS Payment MMS
3rd Party Femto Cloud App
Femto Awareness Location
CS Access
PS Access
http / https
SOAP or RESTful
Web
Por
tal
SmallCellZone Realization
• User walks into Small Cell Zone • FemtoZone Awareness notification “Enter SmallCellZone” dispatched to application
• Application sends SMS with link to web portal (session id “correlator” given in urI) • User clicks on SMS link to open browser to:
• Opt-into the program (1st interaction) • Make online purchases – order coffee, buy movie tickets • Get information about products – retail stores • View media (e.g. sports casts) – coffee shops
• User data free in SmallCellZone…
1
2 3
1
3
4
4 2
14
Small Cell Forum Resources:
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• Applications Showcase • http://www.femtoforum.org/appCode234/applications%200809.html
• Developer Community Outreach • [email protected] • White Papers
• http://www.smallcellforum.org/femto/applications.php • Emulator • Developer Events
• Services Video • http://www.smallcellforum.org/new_services/
Summary: • Based on consumer research: • Consumers WANT Small Cell Services AND • They are willing to pay
• New Revenue Opportunity for Mobile Operators
• Small Cell Forum have published an Industry API • Additional API work continues
• Emulator Announced this week
Conclusions:
• Small Cells address immediate needs • Small Cells are here now • Small Cells are growing fast • Small Cells provide a unique platform for mobile services
17
“Delivering a great mobile experience to one billion users via
small cell technology”
© Small Cell Forum Ltd. 2012
Thank you!
Andy Germano Vice Chairman, Small Cell Forum [email protected] www.smallcellforum.org
