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Mobile Monday Toronto 2008 - Yearly Wrap-Up Event... I was fortunate enough to be asked to come speak about my experience in Japan and introduce my business idea for bringing MobileTV technology to Canada more efficiently than other markets which are trying to build upon custom-built mobile Telecom/Carrier broadcast networks rather than wifi/wimax/3G/4G internet streaming networks.
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The Semantics of The Semantics of MobileTVMobileTVBryan Copeland Bryan Copeland
Email: [email protected]: [email protected]
June 9June 9thth, 2008, 2008
CategorizationCategorization RecommendationRecommendation MonetizationMonetization
BBehaviorehavior CContentontent MMoneyoney
About MeAbout Me
MobileTV | Problems | Solution | BC$ | Demo
IUJIUJ
• 4 Masters Degrees
5050++ nationalities
• Top MBA program (Japan)
• 1st E-Business Degree (Asia)
1 world record90 min.Tokyo
• 2nd Biggest Economy
MobileTV | Problems | Solution | BC$ | Demo
Shocked at the time…Shocked at the time…
MobileTV | Problems | Solution | BC$ | Demo
Credits: Dr. Philip Sugai, Associate Dean of IM @ IUJ
MoCoBeMoCoBe
Make sense of Japan’s Mobile marketMake sense of Japan’s Mobile market
MobileTV | Problems | Solution | BC$ | Demo
Video displayed on a MobileVideo displayed on a Mobile
Regular TV Broadcasts?Regular TV Broadcasts?
P2P, downloaded TV ShowsP2P, downloaded TV Shows
Streamed Video-on-DemandStreamed Video-on-Demand
Pre-recorded Programs on DVR Pre-recorded Programs on DVR
Slingbox? iPods? PSP? Slingbox? iPods? PSP?
RFID-controlled Billboards???RFID-controlled Billboards???
What is MobileTV?What is MobileTV?
MobileTV | Problems | Solution | BC$ | Demo
Mobile - Mobile - An object having the ability An object having the ability of of motionmotion or or changechange, but not necessarily , but not necessarily being in motion or changing. being in motion or changing. MobilityMobility then, has 2 defining qualities: then, has 2 defining qualities:
portabilityportability variabilityvariability
TV - TV - Any Any telecommunicationtelecommunication system system used for used for broadcastingbroadcasting and receiving and receiving moving picturesmoving pictures and and soundsound over a over a distancedistance
Mobile TV? Any adaptable video or audio signal transmitted to a display
(possibly, but not necessarily while on the go)
Domain OverviewDomain Overview
MobileTV | Problems | Solution | BC$ | Demo
One-Seg Data Service (BML)
OneSeg-MediaFlo JapanOneSeg-MediaFlo Japan
MobileTV | Problems | Solution | BC$ | Demo
Ads PPV, VOD
MobileTV EcosystemMobileTV Ecosystem
Data Stream (Query)
Fixed line(Fiber Optic)
Content
(Expense $$$)
Personal TV
Bluetooth or Wi-Fi(content/synch.)
Blu
etoo
th o
r W
i-Fi
(con
tent
& a
ccou
nt s
ynch
roni
zatio
n)
Home Entertainment
Center
Co
nte
nt
($$
$ R
eve
nue
)
Projection
Mobile Base-station
Sponsored Results/AdLinks
($$$ Revenue)
Bluetooth or Wi-Fi
(content & account synchronization)
`
Blue
toot
h or
Wi-F
i
(con
tent
/syn
ch.)
Carrier Portal(i-mode, EZWeb, Yahoo!)
Co
nte
nt
($$
$ R
eve
nu
e)
Content
($$$ Revenue)
Ad AgenciesCompanies
Ads/Commercials
($$$ Revenue)
Content Aggregator / Provider Servers
Data Stream (Match)
MobileTV | Problems | Solution | BC$ | Demo
User
World’s 2World’s 2ndnd Largest Economy Largest Economy
Most advanced MobileTV & Mobile Data Most advanced MobileTV & Mobile Data networksnetworks
22ndnd Highest Adoption Highest Adoption
WHY?!?WHY?!?
JapanJapan
MobileTV | Problems | Solution | BC$ | Demo
CanadaCanada
Wireless Cellular Data Services long kept Wireless Cellular Data Services long kept unaffordable to most Canadians… unaffordable to most Canadians…
MobileTV | Problems | Solution | BC$ | Demo
Decreasing Voice ARPUDecreasing Voice ARPU
May be only way to save falling Voice ARPUMay be only way to save falling Voice ARPU
MobileTV | Problems | Solution | BC$ | Demo
Increasing Data ARPUIncreasing Data ARPU
““Almost 50 cents of every dollar flowing into Almost 50 cents of every dollar flowing into the Canadian telecom sector now comes the Canadian telecom sector now comes from cellular or Internet service”from cellular or Internet service”11
1 – Grant Robertson, Globe and Mail: Cellphones, Internet step to the fore
MobileTV | Problems | Solution | BC$ | Demo
Loads of room for growth in CanadaLoads of room for growth in Canada Need platforms, policies & standardsNeed platforms, policies & standards
Data ARPU OpportunityData ARPU Opportunity
MobileTV | Problems | Solution | BC$ | Demo
• Useful to look back to a time when Telcos Useful to look back to a time when Telcos
……were most innovative & profitablewere most innovative & profitable
Plenty of DistractionsPlenty of Distractions
Gaming
Messaging
Voice
TV Music
Movies
Internet
Payments
Banking
MobileLifestyle
MobileTV | Problems | Solution | BC$ | Demo
What Telcos Were NOTWhat Telcos Were NOT
TV StudiosTV Studios TV BroadcasterTV Broadcaster Movie StudiosMovie Studios Record LabelsRecord Labels Game ManufacturersGame Manufacturers Content ProducersContent Producers Ad NetworksAd Networks
BanksBanks E-commerce ProvidersE-commerce Providers Translation ServicesTranslation Services Web PortalsWeb Portals Search EnginesSearch Engines CartographersCartographers Travel AgentsTravel Agents Web Design companyWeb Design company
MobileTV | Problems | Solution | BC$ | Demo
What Telcos WereWhat Telcos Were
TELEPHONE COMPANIESTELEPHONE COMPANIES
MobileTV | Problems | Solution | BC$ | Demo
Worry about Spectrum AuctionWorry about Spectrum Auction
Promote EntrepreneurshipPromote Entrepreneurship
Realize benefits of Data Services and Realize benefits of Data Services and Impact of 3G devices Impact of 3G devices ((iPhoneiPhone, , BoldBold, N95), N95)
Recognize lack of ecosystem, help fix itRecognize lack of ecosystem, help fix it
ProposalProposal
MobileTV | Problems || SolutionSolution | BC$ | Demo
Electronista: BlackBerry Bold official, beats iPhone to 3G
Personal Agenda?Personal Agenda?
Mobile Streaming works in Europe, South Mobile Streaming works in Europe, South Korea, Malaysia, Japan, USA, etc… Korea, Malaysia, Japan, USA, etc…
NOT CANADA… WHY?NOT CANADA… WHY? Handsets DO support itHandsets DO support it Network does notNetwork does not
REQUESTREQUESTOpen RTSP streaming on all Mobile NetworksOpen RTSP streaming on all Mobile Networks
MobileTV | Problems || SolutionSolution | BC$ | Demo
BC$ ProposalBC$ Proposal
BC$ is a BC$ is a Recommendation EngineRecommendation Engine and and Video Video Monetization PlatformMonetization Platform
CategorizationCategorization RecommendationRecommendation MonetizationMonetization
BBehaviorehavior CContentontent MMoneyoney
MobileTV | Problems | Solution | BC$$ | Demo
Company – BC$Company – BC$
B = B = BehaviorBehavior (non-intrusive, opt-in behavioral tracking)
C – C – ContentContent(relevant content recommendations, convenience/utility)
$ – $ – MoneyMoney(promising monetization opportunities, ads & subscriptions)
MobileTV | Problems | Solution | BC$$ | Demo
Business ModelBusiness Model1. Content providers will release the rights to their content to be Recommended through BC$
2. Available content is catalogued for Advertisers’ consideration, preferred placements, targets
3. Advertisers will immediately place bids, however in “Matchmaker” style rather than “Auction”
4. Online Retailers must take a risk by offering store credits to account for the virtual currency
5. Virtual currency earned through TRUSTED Recommendations drives E-commerce sales
6. Content Producers are monetarily rewarded when their content produces sales, or, BC$
7. Carriers claim a percentage of Ad Revenues / Subscriptions to cover Data Service fees
Online RetailersAdvertisers
Content Producers
Carriers
MobileTV | Problems | Solution | BC$$ | Demo
Content Publishers & Service-providers Content Publishers & Service-providers need to cooperate, not compete, in order need to cooperate, not compete, in order to provide the highest quality, most to provide the highest quality, most relevant content to usersrelevant content to users
We must learn from the We must learn from the mistakes of the of the Japanese Walled-Gardens, and , and benefitsbenefits of the of the Japanese Ecosystem modelJapanese Ecosystem model
Closing Thoughts…Closing Thoughts…
MobileTV | Problems | Solution | BC$$ | Demo
Looking for Developers to contribute to Looking for Developers to contribute to ongoing ongoing OpenRecommenderOpenRecommender project project
Angel Funded, seeking Round 1 Capital Angel Funded, seeking Round 1 Capital to sustain Beta growth by to sustain Beta growth by January 2009January 2009
In Canada, plan to… In Canada, plan to… Fight for ubiquitous RTSPFight for ubiquitous RTSP (if necessary)(if necessary)
Begin talks with major players Begin talks with major players (among others)(among others)
Call to ActionCall to Action
MobileTV | Problems | Solution | BC$$ | Demo
DEMOSDEMOS On MobileOn Mobile YouTube IntegrationYouTube Integration
(Browser Plug-In… accesses site)(Browser Plug-In… accesses site)
NetworkNetwork BBC$C$
BBC$ C$
WikiWiki BlBlogog
ForumsForums SSNSNS
FFacebook *acebook *
MMySpace *ySpace *
ValueValue YoshonetYoshonet
MobileTV | Problems | Solution | BC$ | Demo
APPENDIXAPPENDIX
eMobileeMobile
Small number of loyal, happy subscribersSmall number of loyal, happy subscribers
““New kid in town”New kid in town”
Wireless Data ServicesWireless Data Services Over Wi-FiOver Wi-Fi Wi-MaxWi-Max 3G network3G network MobileTV (OneSeg)MobileTV (OneSeg) 11stst to Introduce to Introduce 7.37.3MbpsMbps Download Download
SoftbankSoftbank
Lowest subscriber Churn, Highest GrowthLowest subscriber Churn, Highest Growth Largest % of University-aged & early-Largest % of University-aged & early-
career career (20-28yrs.)(20-28yrs.) subscribers subscribers Considered safest for kids, Considered safest for kids, kodomo keitaikodomo keitai Easy, Low-cost, Convenient, No-nonsenseEasy, Low-cost, Convenient, No-nonsense
KDDI (au)KDDI (au)
22ndnd Biggest Market Share Biggest Market Share Largest % of Largest % of FemaleFemale subscribers subscribers Largest % of Largest % of teenteen (13-19yrs.)(13-19yrs.) subscribers subscribers Stylish, Hip, Fashionable, CoolStylish, Hip, Fashionable, Cool
NTT NTT (DoCoMo)(DoCoMo)
Largest Market shareLargest Market share Largest % of Largest % of BusinessBusiness subscribers subscribers Largest % of Largest % of MaleMale & & SeniorSenior subscribers subscribers Trust, Status, Premium, Power-user, TakaiTrust, Status, Premium, Power-user, Takai
As of March 31, 2005, the NTT Group As of March 31, 2005, the NTT Group had grown to 542 companies and had grown to 542 companies and 201,000 employees worldwide 201,000 employees worldwide
NTT GroupNTT Group
NTT R&D VisionNTT R&D Vision
NTT – NTT – New Business New Business Creation InitiativesCreation Initiatives
iMode iMode *NEW & IMPROVED**NEW & IMPROVED* Business ModelBusiness Model
World Data ARPUWorld Data ARPU
One-Seg MobileTV ExplainedOne-Seg MobileTV Explained
ContentAggregator
Broadcaster
End UserAdvertising
AgencyAdvertiser
Content Provider
Mobile Carriers
Retailer
1
2 3
4
5
6
7
8
9
Japan’s Business ModelJapan’s Business Model
Relevant Content & AdvertisementsRelevant Content & Advertisements
Content FlowContent Flow$$Money Flow$$Money Flow Interacts with Ad link
HandsetsManufacturers
Content providers provide content to content aggregators and this content moves to Content providers provide content to content aggregators and this content moves to broadcasters when requested, through the exchange of money for content. broadcasters when requested, through the exchange of money for content.
Mobile carriers have to pay extra $ to handsets manufacturers for the added Mobile carriers have to pay extra $ to handsets manufacturers for the added features (ability to watch live TV & longer battery) features (ability to watch live TV & longer battery)
Broadcasters offer end-users the ability to watch live TV by using OneSeg services Broadcasters offer end-users the ability to watch live TV by using OneSeg services over the 3G Networks via Mobile carriers, free of charge. over the 3G Networks via Mobile carriers, free of charge.
This model will work if end users will interact with the ads displayed while watching This model will work if end users will interact with the ads displayed while watching TV on their mobile. Every time end users click on the ads or buy things through M-TV on their mobile. Every time end users click on the ads or buy things through M-Commerce then it will create critical money flow through the system. Commerce then it will create critical money flow through the system.
When end users click on an ad and make a purchase, then a portion of this money When end users click on an ad and make a purchase, then a portion of this money will flow to mobile carriers; the remaining money will be shared with broadcasters, will flow to mobile carriers; the remaining money will be shared with broadcasters, producers and publishers. producers and publishers.
Since it’s free for the end user, advertisers will clearly support the entire ecosystem. Since it’s free for the end user, advertisers will clearly support the entire ecosystem. Advertisers will pay an advertising agency money to create an ad and the agency Advertisers will pay an advertising agency money to create an ad and the agency will pay money to broadcasters to air their ads.** will pay money to broadcasters to air their ads.**
**The One-Seg FREE TRIAL period comes to an end at the end of the fiscal year, future unclear!!!**The One-Seg FREE TRIAL period comes to an end at the end of the fiscal year, future unclear!!!(Early reports indicate that users are opting for ad-supported, or premium, subscription service)(Early reports indicate that users are opting for ad-supported, or premium, subscription service)
1
5
3
4
6
7
8 9
Explanation of Japan’s Mobile TV Biz-Model 1Explanation of Japan’s Mobile TV Biz-Model 1OneSeg (Broadcast via terrestrial)OneSeg (Broadcast via terrestrial)
BellBell
Bell (cont…)Bell (cont…)
ShawShaw
RogersRogers
Virgin Mobile (MVNO)Virgin Mobile (MVNO)
TelusTelus
Telus (cont…)Telus (cont…)
Focus on what it is you do best… Focus on what it is you do best… (hold on to key profit sites)(hold on to key profit sites)
Innovate around your core products and Innovate around your core products and services; partner, align, outsource on othersservices; partner, align, outsource on others
Myriad of ways to integrate voice into Myriad of ways to integrate voice into interesting and useful new applications… interesting and useful new applications…
Encourage Encourage New BusinessNew Business developments developments which would promote high data bandwidth which would promote high data bandwidth consumption, driving Data ARPUconsumption, driving Data ARPU
On EntrepreneurshipOn Entrepreneurship
Spectrum AuctionSpectrum Auction
Companies currently vying for Spectrum are:Companies currently vying for Spectrum are: YoungerYounger Likely to be considered HipperLikely to be considered Hipper HungrierHungrier Less to lose and more to gain than youLess to lose and more to gain than you More motivation to innovate (must innovate or die)More motivation to innovate (must innovate or die) Driven to displace old modelsDriven to displace old models Driven to displace YOUDriven to displace YOU
Money from content providers? Individuals?Money from content providers? Individuals?
Meager amount of subscribers currently willing Meager amount of subscribers currently willing to pay for small chunks of content?to pay for small chunks of content?
~OR~~OR~
A healthy portion of the advertising revenue, on A healthy portion of the advertising revenue, on large-scale service and to keep track of how large-scale service and to keep track of how your handsets/services are being used your handsets/services are being used
To “better serve” consumers, right!?To “better serve” consumers, right!?
Ecosystem: What would you Ecosystem: What would you Prefer if you ran a Telco?Prefer if you ran a Telco?
Establish a North American, interoperable Establish a North American, interoperable standard for tracking users’ behavior and standard for tracking users’ behavior and actually provide actually provide incentivesincentives for them to for them to tune into the network to watchtune into the network to watch
Meter their behavior securely & privatelyMeter their behavior securely & privately
Become facilitators of the ecosystemBecome facilitators of the ecosystem
SolutionSolution
HandsetsHandsets
DevicesDevices
P2P: Missed OpportunityP2P: Missed Opportunity
REWARD Peer-2-Peer file sharing!!!REWARD Peer-2-Peer file sharing!!! WHY persecute users?WHY persecute users? Because they happen to like a particular TV show to Because they happen to like a particular TV show to
want to have a copy to watch at any time? want to have a copy to watch at any time? (P.S. They can relieve stress on your resources with the right model)(P.S. They can relieve stress on your resources with the right model)
Just don’t let them circumvent Just don’t let them circumvent youryour Ad modelAd model, , unless they’re willing to pay a unless they’re willing to pay a subscriptionsubscription fee fee
Everybody is happy Everybody is happy (users get content, you maintain control)(users get content, you maintain control)
Our Mobile FutureOur Mobile Future
What Japan, South Korea (and all of us) What Japan, South Korea (and all of us) are ultimately headed to, is:are ultimately headed to, is: Middleman-Optional PublishingMiddleman-Optional Publishing Middleman-Free DistributionMiddleman-Free Distribution Metered P2P Content Co-CreationMetered P2P Content Co-Creation
That’s a lot of speculation, but it comes That’s a lot of speculation, but it comes after hearing from & interviewing some of after hearing from & interviewing some of the brightest in the Mobile Industrythe brightest in the Mobile Industry
Our PurposeOur Purpose
Intelligent Program RecommendationsIntelligent Program Recommendations Reliable, Transparent Content Reliable, Transparent Content RecommendationsRecommendations Collaborative FilteringCollaborative Filtering plus plus Trust HierarchiesTrust Hierarchies Comprehensive Parental ControlsComprehensive Parental Controls
Smart AdvertisingSmart Advertising Ad RelevancyAd Relevancy Inferred Product PlacementsInferred Product Placements
Integrated Contextual & BehavioralIntegrated Contextual & Behavioral Search-resultSearch-result to to E-Commerce buyE-Commerce buy Relevancy Matching Relevancy Matching Agent-based (automated) Retrieval Agent-based (automated) Retrieval Skip time-consuming search process whenever possibleSkip time-consuming search process whenever possible
BC$ ProposalBC$ Proposal Mobile community & industry stakeholders must Mobile community & industry stakeholders must
work together towards work together towards commonly acceptedcommonly accepted software software standardsstandards
As a matter of standards:As a matter of standards: Open SourceOpen Source standard – standard – each company provides its own unique, each company provides its own unique,
value-added services atop free/open software (depends on license)value-added services atop free/open software (depends on license)
De FactoDe Facto standard – standard – one major company champions software, may one major company champions software, may open through APIs or keep closed (not suggested in “Web 3.0”)open through APIs or keep closed (not suggested in “Web 3.0”)
Hybridization Hybridization of standards – of standards – one company develops / releases to one company develops / releases to open-source community… RFC for improvements, CSV to track, sell a open-source community… RFC for improvements, CSV to track, sell a non-public “enterprise version” and support companies in adhering to non-public “enterprise version” and support companies in adhering to the standards the standards *SUGGESTED METHOD**SUGGESTED METHOD*
Where we’re going…Where we’re going…
Defensive Publication for IEEEDefensive Publication for IEEE (May, 2008)(May, 2008)
Releasing Ontology & Description Logics as Releasing Ontology & Description Logics as open source (Hybrid) project open source (Hybrid) project (by July, 2008)(by July, 2008)
Searching 1Searching 1stst-Round of Funding-Round of Funding (by Fall 2008)(by Fall 2008)
Launching Beta – brand new type of social Launching Beta – brand new type of social media service & content portal media service & content portal (by Jan., 2009)(by Jan., 2009)