Comarch Mobile Services And Applications

Copyright Comarch 2010

Mobile Services and Applications

Grzegorz Wachocki

Comarch User Group, Mobile Services and Applications

2 Copyright Comarch 2010

Agenda

• World goes mobile• Trends in mobile services and applications• Where is the money• Summary



Agenda




World Goes Mobile

• Increasingly powerful devices– Touch screen, 3.5 Inches, 360 x 640 pixels– CPU 433 MHz, 48GB storage, 128MB RAM– GPS, motion sensors– TV, radio, multimedia

support

• Standards• Internet is becoming

more readily available

Device Sales ForecastMillions of units

Gartner



Moving Towards Mobility

• Various businesses move towards mobility– Advertising, Mobile payments

• Commonly available services moving towards mobility – ads are only one example– Social Networks, Instant Messaging

• Access channel to other systems– Bank accounts – CRM systems– Health care –> e-care



Agenda




Mobile Opportunities*

• Messaging• Mobile Payments• Mobile Advertising &

Marketing• Multimedia Content• Mobile Apps• Social Networking

• Telematics &Telemetry• Voice Applications• Location-Based

Services• Mobile Broadband & 3G

Applications

*According to Wireless Expertise



Mobile Banking

• Mobile phone as a bank account access channel– Via web browser– Dedicated application

• Mobile phone as a smart card– Near Field Communication

• Visa PayWave• MasterCard PayPass



Location-Based Services

• A service delivering location information to people using wireless, position-aware devices

• Mass-market consumers, customers in specialties applications, business clients, industrial and corporate systems– Navigation, tracker tools, sport apps,

geotagging

• Numerous new applications are possible– Augmented reality– VOM



Comarch VOM

• Virtual Objects on Maps– Location, deterioration time, visibility range

• Messages bound to the map– Appear on your handset when you reach a particular

location

– Potential receiver's profile, including age, interests, gender, time spent at a location, frequency of visits to a particular location

• Many use cases– Sharing information, opinions of a place

– Social networking

– Advertising – truly targeted ads



Rich Communication Suite

• New service standards for mobile phone users• High-level features

– Enhanced phonebook, with presence support– Enriched call, with multimedia sharing during the

session– Augmented messaging, with a variety of options, such

as chat and message history



Comarch Mobile Gaming

• Multiple-access channel platform for turn-based games – Mobile handsets – many

platforms and devices– Web browser – any PC

• Turn-based games:– Chess, checkers, gomoku, etc

• Players located anywhere in the world• Long-term games, notifications, statistics



Social Networking

• Social tools have recently gained significant popularity

• Many are becoming accessible via mobile clients– Facebook, MySpace, Twitter



Sensors

• Handsets become aware of the environment– Motion and position detectors– Compass

• Many new applications and features are possible– Gestures recognition– Orientation change– Games controlled by movement



App Stores

• Success of Apple’s App Store– Over 150 thousand applications available– Over 3 billion total downloads

• Enriched application stores– Multiplatform – Improved search

• Many people are not yet using application stores– How can we encourage them?– Is cost the reason why?



Handset Customization

• Handsets and software customized for a particular company (usually operator)– Logos (SW and HW)– Dedicated application set– Customized UI layer over the native layer

• Promoting services and products– Operator’s own app store– VoIP services– Social networks



Agenda




Sources of Income

• Selling applications• Retailing services• Advertising• Brokering • Data gathering• Data transfer• Virtual goods



Selling Applications

• Benefits– Easier access to applications– Less problematic to sell an application

• Drawbacks– Many app stores – which should you use?

• Must sell via several stores, which is inconvenient

– Lack of compatibility• Many OSS’ and platforms

• Possible to have different versions for one platform



Charging Strategies

• License– Free trial period available for testing the service

• Pay as you go– User receives tools without charge but pays for usage– Cheaper – can be used just once, no need to overpay

• Basic services are free, only premium are charged• Constant fee

– Pay once, unlimited use

– Purchase subsequent versions



(Preferred) Charging Strategies

• Offer something tangible in return for money, instead of just licenses– Example: it is better to charge for the media

downloaded as opposed to the license for the application used to search for it

• Provide an application free of charge and bill only for additional features or extensions

• Small amounts – Short-term licenses, small fees for small things, pre-paid (can be

used at a later date, transferable, top-ups)



Advertising

• People are fed up with ads• Targeted ads are far more effective

– Presented only to those who are interested– Not only content-based, but also time and

place (here and now)

• Thus far, there are no truly targeted ad systems– For this reason people are dissatisfied

• In the form of information and not as an ad



Brokering

• Reselling services– RapidShare accounts

• Value-added services– Combine several services– Sell together as one service– Examples:

• Banking and pre-paid services• Location and Instant Messaging• Electronic wallet and sale service



Gathering Data

• Selling data gathered when services are used– Marketing, statistics, reports

• Free-of-charge information desk service– People request localization of ATMs– A map of the requests can be prepared– This data may be of interest to

a bank looking to extend its ATM network



Internet Usage

• Give users reasons to access the internet and charge data traffic

• Data transfer-based services• Various tariffs possible• Business models with operators

– Dedicated channel for a service– Constant fee– Operator framework necessary

for such services



Virtual Goods

• Second life– Virtual world with online players– Virtual goods sold for real money

• Virtual graveyard• Social networking

– Options to buy a virtual flower



Agenda




Conclusions

• Mobile market is growing• Contemporary handsets enable the creation of novel

services and solutions• Mobile solutions monetizing is a challenge

– New and flexible strategies should be applied

• Extending your services to mobility should be considered

Copyright Comarch 2010

Thank You

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Version 1.0

The names of products and companies mentioned are trade marks and trade names of their producers

Technology

Comarch Mobile Services And Applications