magic 4 presentation to the CB Forum Trends, developments and opportunities with cell broadcast in wireless messaging Mike Kent Directeur Général Southern Europe Magic 4 Ltd
magic 4 agenda magic 4 overview trends in the marketplace critical success factors cell broadcast strategies sample applications
mobile messaging from magic 4 defining the future we’re the world’s leading independent developer of mobile messaging solutions we help define world standards we ensure interoperability and compliance out-of-the-box we give handset manufacturers a total messaging solution © Motorola
our messaging continuum EMS, MMS, IM. . . and beyond we’ve applied joined up thinking to our messaging platform the products we supply today have a clear path to tomorrow’s network capabilities magic 4 EMS, MMS and IM solutions are all backwards compatible our software makes it easy for clients to add their own phone personality and features © Convisual
thought-leadership world-class expertise we don’t just adhere to world standards. We help to define them magic 4 participates in leading standards bodies, inc 3 GPP and Wireless Village. 70 staff : our expertise has been applied by the world’s top phone manufacturers. global support from offices in the USA, UK, Sweden, France and Hong Kong. © Siemens
commercial benefits reduced time, cost and risk it’s simple - our messaging platform accelerates handset development reduced time to market our outsourced ‘software and consulting’ model is cost-efficient standards adherence and interoperability testing avoids risk © Motorola
market leadership our current success story 2 x EMS R 4 contracts 10 x EMS R 5 contracts in GSM and CDMA 2 x major semiconductor supplier contracts Openwave MMS partnership 3 x MMS contracts inc ‘Top 3’ manufacturer Negotiating 11 x MMS contracts Nokia Smart Messaging client Wireless Village Instant Messaging
magic 4 agenda magic 4 overview trends in the marketplace critical success factors cell broadcast strategies sample applications
the world. . . as we know it
the world. . . with EMS and MMS
yesterday. . . there was text Mike. Don’t forget you’re presenting at the cell broadcast presentation next week. . .
today. . . we’ve got small pictures --- Sandy Mobile --- Having fun in Ibiza
today we also have colour. . . and polyphonic sound Thanks for a great meal. Kate xxx
and the future will be. . . multimedia Hi Peter, having a lot of fun in Ibiza! Kisses from Sandy
what does Visual Messaging look like today? Text, sound and graphics are combined to deliver multimedia messages. Smart Messaging -- SMS Reminder -- Thomas, time for your presentation Enhanced Messaging -- Sandy’s Mobile -- Michael is in Town! Download Fun Multimedia Messaging
there’s a clear path from EMS to MMS Source: Gartner Group October 2001
revenue projections up to 2006 Source Baskerville
messaging evolution. . . IM MMS EMS SMS user development
the messaging continuum learning by doing user learns new network operators define billing and infrastructure in a planned way handset manufacturers evolve their designs User Interaction features one step at a time content providers contribute to change SMS EMS MMS
handset availability? the phones are ready now
cell broadcast revenue sharing
magic 4 agenda magic 4 overview trends in the marketplace critical success factors cell broadcast strategies sample applications
critical success factors for multimedia messaging buy-in from value chain consumer-focused practices more public awareness of CB big brand support quality content more multimedia phones
multimedia messaging the applications Pictures, Animations, Sound & Colour Rich Content Messaging Content Created by Users Person-to-Person Messaging Cell Broadcast receiver Supporting all Mobile Phones Turning the Mobile Phone into a Universal Device for Information, Entertainment and Communication
magic 4 agenda magic 4 overview trends in the marketplace critical success factors cell broadcast strategies sample applications
preferred content has a personal touch con. VISUAL’s concept test: “What content do you favour? “ Scoring method: rank 1: 5 points, rank 2: 4 points. . . no rank: 0 points o as t h ing d!“ h eryt loure erviewees “Ev co of the int be nt from one e atem A st Source: isi/con. VISUAL market research 04/2001, n = 285
receiving messages that are personal and relevant Consumer Messaging Business Messaging Community Messaging Store promotions Entertainment Traffic Picture postcards Travel news Emergency services Tourism services In-store offers Events
strategies to increase the popularity of cell broadcast use permission marketing. . . not intrusion database driven. . . for relevant messages work with the entire value chain add interactivity
work with a mobile content broker The Content Broker is a messaging service that allows content providers and/or consumers to publish, distribute and sell multimedia content to mobile phone subscribers. Multimedia Message Broker Various tariff options allow flexible pricing of services: Content Broker Media Company Sponsor-Model (free for closed user groups) { Celebrity (e. g. TV presenter) Premium-Model (open premium rate service) { Private User Publisher pays for delivering content Subscriber pays for receiving premium content Sharing-Model (chat, televoting, dating, etc. ) { Both parties pay to exchange content
magic 4 agenda magic 4 overview trends in the marketplace critical success factors cell broadcast strategies sample applications
cell broadcast applications personalisation services Operator Logos Ringtones Picture Messages Screensavers Wallpapers
cell broadcast applications infotainment
cell broadcast application picture postcards
cell broadcast applications venue promotions Party promotion tonite at Club Lobo Only 25 Euros
cell broadcast application handset recognition Nokia 7650 SMSc MMSc S M M /W MS AP Nokia 6310 S Message SMS/WAP Application Siemens ME 45
Building network traffic Infotainment Entertainment
cell broadcast applications the technology is underway now the challenge is to show the entire value chain the potential of cell broadcast -- SMS Reminder -- Thomas, time for your presentation -- Sandy’s Mobile -- Michael is in Town!
Thank you for listening mike. kent@magic 4. com
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