Presentation at HP Software Summit, March 15, 2007. Within 3 years there will be 550 million 3G subscribers worldwide. What mobile services will user adopt ? The early experiences with interactive mobile video services allow to merge personal communications with content from the media industry. Future user interfaces on mobile handsets have the potential to match the successful internet community and multimedia services ? The presentation covers some 3G Video services deployed in Europe and the direction for instant communications, focused group communications and real-time sharing of music, video and messages.

1. IMSService
Innovation
Claude Florin
Multimedia Marketing Manager
HP OpenCall Business Unit
© 2006 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

2. IMS service innovation
3G/IMS opportunities
•
− 3G adoption trends
− Users and services
3G/IMS video services
•
− Experiences in Europe
− 3G video service portfolio
Innovation approaches
•
− Business strategy
− HP OpenCall IMS services
3 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

3. Surfing on waves
Communities and multimedia
1980s 1990s 2000s 2010s
4 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

4. Surfing on waves
Mobile broadband technologies
Data
t
c as
Rates d
roa
(Mb/s) Mobile IP
/ b bs.)
100
A network
u
WB 0M s
/
AN : 20 WiMAX
L6 WiBRO
W0 Video
(20
10 Quality
WCDMA
OFDM HSxPA
MBMS
FLO
DVBH Rel 6
WLAN EV-DO HSUPA
DMB
Rev B
5
Rel 5 CIF 15 f/s
)
bs.
EV-DO 800 kb/s
HSDPA
su
Rev A M
00
2 1
:
EV-DO QCIF 5 f/s
6
00
WCDMA 128 kb/s
2
Rev 0 (
bile
mo
GPRS
0.5 SQCIF 5 f/s
3G time 48 kb/s
2003 2004 2005 2006 2007 2008 2009 2010
5 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

5. Surfing on waves
Americas mobile video starting
The rise of communities
US consumers interest in mobile video
20
100
15
80
on-line accesses
60
10
40
20
5
0
2005/12 2006/02 2006/09
0
2004 2005 2006
Video uploads (thousands) Video streams (millions)
Extremely interested Very interested
Subscribers (millions)
Source : In-Stat July 2006 Source : Nielsen Netrating, YouTube, Hitwise
6 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

6. Surfing on waves :
Asia’s WCDMA connections
77
WCDMA connections 74
(millions)
70 64
60 54
50 45
36
40 33
28
30 20
20 14
9
5
10 2
1 1
0
Q3 Q1 Q3 Q3 Q1 Q3 Q3 Q1 Q3 Q3
Q1 Q1 Q1 Q1
2004 2005 2006 2007 2008 2009 2010
Japan Rest of Asia
• •
7 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

7. Surfing on waves
EMEA WCDMA growth follows Asia
3G WCDMA
Western Europe network additions
HSDPA roll-out
30
network additions
25
20
15
Lithuania
Estonia
- Omnitel
10
- EMT
5
Switzerland
0 - Swisscom
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
04 04 04 04 05 05 05 05 06
EMEA 2G EMEA 3G
Source: Ovum 2006
8 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

8. A day in the life in
2010…

9. Meet our 3 friends
Nick Mark Isabelle
10 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

10. Meet Nick : he likes discovering new music
12 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

11. Meet Mark : he’s a football fan
Share video
14 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

12. Meet Mark : he also likes new technology
Share video
Tech and miles
15 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

13. Isabelle : she is always connected to her
friends
17 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

14. Today…
Our three friends are looking for a place to organize a
college reunion party
20 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

15. Nick spots an interesting restaurant,
and decides to suggest it as the reunion venue
21 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

16. He pops in and takes a photo of the place
23 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

17. He sends the picture to Mark and Isabelle
24 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

18. He receives the
picture from Nick
26 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

19. He replies with an instant
message, asking for more info
28 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

20. Nick decides to
get his friends
on a call
29 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

21. Share video
(embedded
video)
Nick: “I’m telling you, it’s perfect.
Let me show you around.”
31 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

22. She sees Nick’s photo,
Mark’s IM, their call and the
video in one conversation
36 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

23. 3G Service
portfolio strategy

24. 3G video service portfolio
4 types of user experiences
Content discovery Personal messages
Music video Blogging &
Sport Call completion
Karaoke messaging
Communities Branding
Conference Contact
Content Advertising
& monitoring Center
sharing
43 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

25. 3G video service deployment
Turning user personalized experience into revenue
Impulse buy
Select new
Promotion
portal skin
Book tickets
User blogs Video concert
on portal on portal booking
Video share
User
call
Content
Video Location
Location
Reviews Group
notifications service
service
list
Personalized
Portal
Invite
Generate
friends
calls, MMS
44 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

26. 3G Video services

27. Personal video strategies
Facilitate user content generation
It’s the next step; direct video blogging from your 3G mobile. It's
about you - capturing the moment instantly and sharing it with friends,
wherever they are.
1. Setup your 3Gvidcast account
2. Videocall
3. Record your blog
4. Review and post your blog
Source: www.3Gvidcast.com
46 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

28. “Mobile phones are cheaper
than PCs, there are three times
more of them. Mobile is going
to be the next big internet
phenomenon”
Eric Schmidt
CEO of Google
47 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

29. Video content strategies
Engaging fans with user generated content
Fans comment matches on the web and on TV.
•
• Up to 300 video calls / hour
48 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

30. Video content strategies
Engaging TV with user generated content
Source : BBC Sports, 2006
49 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

31. “The response is immediate: tell
people about it, ask good
questions.
People like to be on TV”
Chris Yanda, executive producer,
BBC
50 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

32. 51 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

33. Video content strategies
Engaging fans with music, ringtones, competitions
• Universal Island - Sugababes
− Phase 1, September 2005
• Promotion microsite
• Focused on singles and album
• POC on medium for Island Records
− Phase 2 November 2006
• New album & ringtone downloads
• Competition & user generated content
52 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

34. Video marketing strategies
Outbound, inbound campaigns
53 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

35. Video marketing strategies
Mobile advertising for consumer brands
Short dial : quot;MYHP“ 6947
•
SMS & e-mails push
•
• Web page promotion
• 7% response rate
54 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

36. “Imagine the brand power as
consumers can view a film
trailer, or catch their first
glimpse of a new car zooming
down the road – all in the
palm of their hands”
Damian Blackden, CEO
Universal McCann
55 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

37. 3G Video business
models

38. 3G service evolution
Mobile service adoption and revenue projections
Mass
Early
s
ne
market
o
o
adopters
il
gt
de
a
IM
rin
em
Vi
2011
SMS
MMS
IM
2005 SMS
Critical Mass
l
emeo
ai
es
rin S
M
on
d
Vi
M
gt
0% 20% 40% 60% 80%
2 B€ 5 B€ 15 B€
Sources: Jupiter, EMEA service migration, 2006
57 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

39. Video launch strategy
Utility pricing during adoption
High
expectations
Rapid
disapointment
Utility / price
Attrition
risk
1% 5% 10% 15% 20% 30% 50%
Penetration
Price
Promotion
Perceived utility
Actual utility
58 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

40. Video growth strategy
Exploiting the long tail content distribution
Revenues
20%
•Portal content (films,
10% of
sport, soap, music)
revenues
•Personal and group
calls • Group user
•Hosted user generated content
generated content (blogs, messages)
70% of (clubs, enterprises) •Friends and
revenue •Advertising family content
(photos, videos)
• Voice, SMS,
MMS bundle
1-10 101-1000 Services
11-100
59 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

41. 3G video business model
Mobile advertising still in its infancy
80 240
70
60 180
50
120
40
30
60
20
10
0
0
TV Newspaper Radio Internet Games Mobile
Advertising ($B) Viewing time (min)
Sources : Television advertising bureau, National Newspaper association, Internet advertising bureau, Electronic
software association, Yankee Group, HP - Claude Florin - HP OpenCall Business Unit
Alcatel 2005
60 March 14, 2007 Copyright © 2007

42. 3G technology and
service enablers

43. OpenCall 3G/IMS services
Interactive video services
blogging, portal, call
completion, messaging,
conferencing
Video
streaming
Video Service
conference Creation
OC media VxOne
platform service creation
IMS and network enablers
62 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

44. OpenCall 3G/IMS services
Service creation for web and TV production
WEB design tools
OCMP service management
Video call flow editor
63 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

45. OpenCall 3G/IMS services
Instant communication services
Instant
Communication
client
Group
Video
management
conference
Audio Application Content
Presence
conference launcher Management
Instant
OC media OC XDMS
OC IC
messaging
platform Server
application server
server
IMS and network enablers
64 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

46. 3G/IMS service innovation process
Blue Ocean strategy
“Create and capture new
•
demand”
engage communities
• “Create uncontested market
space“
create complete multimedia
user experience portfolio
• “Make the competition
irrelevant”
cooperative business model
with partners
• “Align the whole system of a
company in the pursuit of
differentiation and low cost”
flexible content creation and
delivery infrastructure
66 March 14, 2007 Copyright © 2007 HP - Claude Florin - HP OpenCall Business Unit

47. Thank you!