Sinossi
OpenGardens is all about creating and marketing innovative mobile data applications. Specifically, it is about how innovative companies can create and deploy new services through the Mobile operators. It covers strategy, technology, partnership models and marketing strategies for new services launched in partnership with the Operators.
OpenGardens is a book for the innovator - i.e. the person with an idea who wants to create a commercially successful service within the mobile data industry.
While the mobile data industry holds considerable promise in future, the existing ecosystem is challenging for the 'grassroots entrepreneur'.
This book acts as a guide by offering a two stage roadmap. Firstly - how to work within the existing ecosystem and then how to prepare for a more complex ecosystem of the future.
We believe that without an 'innovative component', new services will not succeed in this industry (especially when they are not backed by strong brands, extensive funding etc). Thus, innovation is necessary - both for the new entrant but also for the industry as a whole to thrive.
Further, we believe that opportunities exist 'on the fringe' by combining one or more elements to create a new service. Hence, the book takes a holistic view and acts as a catalyst and mentor to innovators. It prepares them to exploit opportunities in an industry estimated to earn a trillion dollars ($1000 billion) in revenues worldwide by 2010
What can you learn from OpenGardens?
OpenGardens assumes no knowledge of mobile services and takes a practical approach.
We cover:
* Insights based on actual feedback from mobile operators
* How to ‘sell’ / position your service to the Operator
* Pitfalls in creation of new services and how they can be overcome
* Strategies for ensuring that your service reaches the largest customer base
* Strategies on how to engage with the mobile operator for the best results
* Partnering strategies
* Insights on choosing the optimal distribution channel based on market segmentation
* A holistic view covering both development issues and the operator's mindset
* An independent view of the industry based on personal experience
* An understanding of how web services will impact Mobile data applications development
* A focus on basic principles of Location, Messaging,m-commerce etc
* A methodology for analysing devices in the marketplace
* A comparative outline of Operator developer programs
Why us?
What makes us qualified to write this book?
We bring a dual perspective to the Mobile Data industry – seeing applications both from a developer and from an operator perspective.
We have worked with wireless developer companies and with developers. Unlike the software development industry, operators and manufactures are still grappling with issues of speaking to and engaging with software developers.
Meanwhile, developers are frustrated by the lack of a response from operators.
We hope to help in closing this gap which we believe will lead to more innovation, better services, happier customers and more money.
We believe passionately in the vision based on personal experience. Today, there are a critical mass of devices and innovative applications are possible. With the collapse of the dot-com boom, genuine old-fashioned innovation is one of the few avenues for companies and individuals to differentiate themselves.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Contenuti
Preface
Acknowledgements
Making the best of OpenGardens
1 CHAPTER ONE: INTRODUCTION AND SCOPE 10
1.1 Insight and history 10
1.2 Bridging the gap 12
1.3 Relationship between Openness and Innovation 12
1.4 So what does 'OpenGardens' mean? 15
1.5 OpenGardens compared to walled gardens 17
1.6 Why focus an innovative component? 18
1.7 A word of caution 20
1.8 Definitions and core themes 22
1.9 Geographical differences 23
1.9.1 Japan 24
1.9.2 South Korea 24
1.9.3 China 25
1.9.4 Europe and the European union 25
1.9.5 USA and Canada 25
1.10 Mobility and Digital convergence 25
2 CHAPTER TWO: BASIC CONCEPTS 27
2.1 People 27
2.2 The most important person – the customer 29
2.3 Content based view of a service 30
2.4 Contact based service 33
2.5 Ahonen’s five ‘M’s 33
2.6 The problem with the most important ‘M’ 34
3 CHAPTER THREE: A STRATEGIC PERSPECTIVE 36
3.1 Approach 36
3.2 An introduction to walled gardens 39
3.3 An introduction to OpenGardens 42
3.4 The Innovator’s dilemma 44
3.5 Services – creation and deployment 46
3.5.1 Introduction to services 47
3.5.2 Customer segmentation 49
3.5.3 Distribution channels to market 50
3.6 Partnership 51
3.7 MVNOs and the wholesale model 54
3.8 Partnership, portals and revenue shares 57
3.9 Our thoughts 58
4 CHAPTER FOUR: TECHNICAL LANDSCAPE 60
4.1 Accessing the Mobile Internet 60
4.1.1 Mobile applications models 61
4.1.2 The Mobile Internet 62
4.1.3 WAP (Wireless Access Protocol) 63
4.1.4 XHTML-basic 64
4.1.5 Java and J2ME 65
4.1.6 BREW (Binary runtime environment for wireless) 67
4.1.7 Microsoft technologies 67
4.2 The Telecoms network 67
4.2.1 The Telecoms RF networks 68
4.2.2 The Bluetooth personal network 70
4.2.3 The WiFi personal network 72
4.3 Location 73
4.3.1 Overview 73
4.3.2 Features of a Location based service 74
4.3.2.1 Position determination techniques 76
4.3.2.2 Location management platforms 78
4.3.2.3 Geographic Information enablers 78
4.3.3 Location based services – the issues 79
4.4 Mobile commerce 81
4.4.1 Introduction to m-commerce 81
4.4.2 Implementation of m-commerce systems 84
4.4.3 E-money regulations 86
4.5 Messaging – SMS, MMS and IM 87
4.5.1 SMS 88
4.5.2 MMS concepts 89
4.5.3 MMS applications 91
4.5.4 MMS – The real world scenario 93
4.5.5 Instant messaging - IM 94
4.6 Miscellaneous topics 94
4.6.1 Standards and industry bodies 95
4.6.2 Serverside implementation of Java (J2EE) 96
4.6.2.1 The J2EE/MVC architecture 96
4.6.2.2 The Java vending machine architecture 97
4.6.3 Operating systems for mobile devices 98
4.6.4 Memory cards 99
4.6.5 P2P: Peer to Peer 100
4.7 XML, Web services and OpenGardens 101
4.7.1 XML 101
4.7.2 Web services 102
5 CHAPTER FIVE : DEVICES 105
5.1 Top manufacturers and their market share 105
5.2 Converged -v- non converged devices 106
5.3 The importance of form factor 106
5.4 The trend towards richer devices 106
5.5 Support for WAP 107
5.6 PDA -v- smartphone 107
5.7 The blackberry 107
5.8 Phones supporting WiFi 107
5.9 Who ‘owns’ the customer? 107
5.10 Support for EMS 108
5.11 Location 108
5.12 Support for Java 108
5.13 Support for memory cards 108
5.14 Support for Symbian 108
5.15 Support for music formats 108
5.16 Support for video 109
5.17 Support for Microsoft/windows formats 110
5.18 Support for MMS 110
5.19 Support for Bluetooth 110
5.20 Miscellaneous 110
6 CHAPTER SIX: UNDERSTANDING THE MIND OF THE MOBILE OPERATOR 111
6.1 The value chain – detailed view 111
6.2 The mobile Operator’s mindset 115
6.3 Business models 120
6.4 The developer’s dilemma 126
6.5 Developer programs reviewed 130
6.6 Under the microscope 138
6.7 Concluding remarks 139
7 CHAPTER SEVEN: OPEN GARDENS REVISITED 141
7.1 Background 141
7.2 External factors that influence walled gardens 142
7.2.1 Legal and regulatory issues 143
7.2.2 Industry maturity or smoke screen? 145
7.3 Phased opening of the walls 146
7.3.1 Off portal revenues 146
7.3.2 Wholesale models MVNOs 147
7.3.3 Developer programs 147
7.3.4 Cross industry examples 147
7.3.5 Degree of branding control 147
7.3.6 Portal positioning and access 148
7.4 OpenGardens and Open APIs 148
7.5 OpenGardens and the SDP concept 150
7.6 The SDP infrastructure 152
7.6.1 Navigating uncharted territory 152
7.6.2 Abstracting the telecoms network 153
7.6.3 Technical abstraction 154
7.6.4 Standards 156
7.6.5 Parlay X APIs 158
7.6.5.1 Third party calls 158
7.6.5.2 Network initiated third party calls 159
7.6.5.3 SMS 159
7.6.5.4 MMS 159
7.6.5.5 Payment 159
7.6.5.6 Account management 159
7.6.5.7 User status 159
7.6.5.8 Terminal location 159
7.7 The OpenWaspa model 159
CONCLUSIONS 164
REFERENCES 165
ABOUT THE AUTHORS 166
Ajit Jaokar 166
Tony Fish 167
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Risultati della ricerca per Opengardens: The Innovator's Guide To The Mobile...
Immagini fornite dal venditore
Opengardens: The Innovator's Guide To The Mobile Data Industry
Da: Goodwill of Silicon Valley, SAN JOSE, CA, U.S.A.
Valutazione del venditore 4 su 5 stelle
Condizione: acceptable. Supports Goodwill of Silicon Valley job training programs. The cover and pages are in Acceptable condition! Any other included accessories are also in Acceptable condition showing use. Use can include some highlighting and writing, page and cover creases as well as other types visible wear such as cover tears discoloration, staining, marks, scuffs, etc. All pages intact. Codice articolo GWSVV.095443272X.A
Compra usato
EUR 22,30
Spedizione EUR 3,37
Spedito in U.S.A.
Spedito in U.S.A.
Quantità: 1 disponibili