Creating A Successful MISP

Ofer SheinkinVP R&D and CTO

GoNext Ltd

What is an MISP ?

• Provides Mobile Internet Services– Local Content– Local Services– Access to External Services / Content

• Bridges G2.5 phones & G3 Capabilities

Goals

• Provide the Best User Experience– Increase Cellular Network Usage (Air-Time)– Sell More Handsets– Improve User Loyalty– Gain new Revenue from Data Services (?)

Mobile Internet

• Is not about “internet surfing”• Requires tailored services & content

– Three clicks & you’re out– Handset Limitations

– Still mostly monochrome handsets– Form-factor– Limited Keyboard– Memory & CPU constraints

Drivers

• Technology• User Demand• ARPU Pressure

Drivers -- Technology

• W@P• Technology is not stable• Too complicated for Content Providers• Handsets are not there yet

• Notebooks• The numbers are not there

• GPRS• Not enough Early Adopters

Drivers – User Demand

• Does not exist yet

Drivers – ARPU Pressure

• The pressure is there• Low (initial) MISP revenues

Who Can Play

• Carriers• ISPs• Portal• Handset vendors• Independents• Co-operations

Carriers

• Very large corporations• Usually, too slow• Differences between top & middle management

goals

• Direct income from data services too small• Requires huge investments in infrastructure• Own the customers• Do not want to be left behind

ISPs

• Focused on internet• Mobile internet is not exactly the same

• Do not have the customers• Relatively Small number of customers

Portals

• Have the internet content.• Mobile internet is not exactly the same.

• Do not have the customers.• Usually too small -- excluding Yahoo, MSN,

and AOL.

Handset Vendors

• Very large corporations• Usually, too slow• Differences between top & middle

management• Control the handset• Global coverage

• Usually do not have the global presence

Independents

• Define Independents• Do not Have the Infrastructure

• Requires Huge Investment

Co-Operations

• At best – Incorporates the Best features of the Partners

• At Worst – Incorporates the Worst features

GoNext – A case in Point

• Co-Operation between• PCL – A Carrier with ~1.5 Million Users• Suny.Com – The Internet operation of

Suny Electronics:• Samsung – A Handset Vendor• Achla – A portal

Building a Successful MISP

• Time to market– Adapt an existing system

• Learn from others– Strong points– Failures

• Get “critical mass” of content / services– Available only through external content providers

HTML vs. W@P

• W@P – Small number of Handsets / Models available– No Successful MISP exists yet– Incompatibility between Implementation of

“Standard”– Security Issues with On-Line Transactions– Small number of Sites

HTML vs. W@P (2)

• HTML– Internet Standard– Millions of Users in I-Mode– Still no single standard of HTML sub-set– Security Available through SSL

• Content Providers– Easy to Modify Sites (1 week/Site)– Can Get Experienced programmers

Critical Mass -- Services

• Interactive – Games– Dating– Jokes

• E-mail & Schedule• Real Time Online

– Stocks– News

Services (2)

• Push Services– Stocks– News– Weather– Notification of Events

• Financial Services– Banking– Stocks Trading– Insurance

Services (3)

• E-Commerce– Business to Client– Business to Business– Order Take-Away food

• Location based (when available)

Critical Mass -- Content

• On The Move– Restaurants– Taxis– Driving instructions / Map– Train / Flights schedule

• Leisure– TV Guide– Movies

GoNext

• Operational– Since Beginning of July 2000– Work Started at 20th February 2000– About 65,000 users

• Content Providers– ~200 Active– 10 New CPs a month

GoNext (2)

• Handsets– sHTML based handsets– 3 Active Models (Samsung)

– IMax– 822i– 2000i

– 4 W@P Handsets (SK, Motorola, LG, Hyundai)

IMaxIMax

2000i2000i

SSam am

822i822i

GoNext (2)

• Targeted Portals– I-Max– Feature Phone on 822i / 2000i– Young People on 2000i

Thank You