This document discusses key considerations for creating a successful Mobile Internet Service Provider (MISP). It outlines goals of increasing network usage, selling more handsets, improving loyalty, and gaining new revenue. It examines potential players like carriers, ISPs, portals, and handset vendors. It also evaluates technologies like WAP vs HTML and the need to quickly provide critical mass of tailored content and services. The document uses the GoNext MISP as a case study, noting its partnerships, operational details, and targeting of specific handsets and portals.

1. Creating A
Successful MISP
Ofer Sheinkin
VP R&D and CTO
GoNext Ltd

2. What is an MISP ?
• Provides Mobile Internet Services
– Local Content
– Local Services
– Access to External Services / Content
• Bridges G2.5 phones & G3 Capabilities

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

4. 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

5. Drivers
• Technology
• User Demand
• ARPU Pressure

6. 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

7. Drivers – User Demand
• Does not exist yet

8. Drivers – ARPU Pressure
• The pressure is there
• Low (initial) MISP revenues

9. Who Can Play
• Carriers
• ISPs
• Portal
• Handset vendors
• Independents
• Co-operations

10. 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

11. ISPs
• Focused on internet
• Mobile internet is not exactly the same
• Do not have the customers
• Relatively Small number of customers

12. 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.

13. 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

14. Independents
• Define Independents
• Do not Have the Infrastructure
• Requires Huge Investment

15. Co-Operations
• At best – Incorporates the Best features of
the Partners
• At Worst – Incorporates the Worst features

16. 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

17. 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

18. 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

19. 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

20. Critical Mass -- Services
• Interactive
– Games
– Dating
– Jokes
• E-mail & Schedule
• Real Time Online
– Stocks
– News

21. Services (2)
• Push Services
– Stocks
– News
– Weather
– Notification of Events
• Financial Services
– Banking
– Stocks Trading
– Insurance

22. Services (3)
• E-Commerce
– Business to Client
– Business to Business
– Order Take-Away food
• Location based (when available)

23. Critical Mass -- Content
• On The Move
– Restaurants
– Taxis
– Driving instructions / Map
– Train / Flights schedule
• Leisure
– TV Guide
– Movies

24. 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

25. GoNext (2)
• Handsets
– sHTML based handsets
– 3 Active Models (Samsung)
– IMax
– 822i
– 2000i
– 4 W@P Handsets (SK, Motorola, LG, Hyundai)
IMax
2000i2000i
SSamam
822i822i

26. GoNext (2)
• Targeted Portals
– I-Max
– Feature Phone on 822i / 2000i
– Young People on 2000i

27. Thank You