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Enabling New Mobile Data Services Using Mobile Software Management

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Enabling New Mobile Data Services Using Mobile Software Management WHITE PAPER Enabling New Mobile Data Services using Mobile Software Management 1 Table of Contents 1. Executive Summary 2. Introduction of New Services Today 3. Example of Ideal Service Enablement: Olympic Games 4. Why Current Technology is Limited a. Service Delivery Requirements b. Existing Solutions for Remotely Managing Mobile Software c. Exponential Growth of Software in Mobile Devices 5. How Red Bend Breaks the Boundaries a. Service Enablement on Feature Phones b. Service Enablement on Smartphones 6. Conclusion 7. About Red Bend Software 8. Acronyms Author Biography Guy Yohanan, Business Development Manager Red Bend Software Guy Yohanan is responsible for growing the company’s business in Israel. Previously, he served as Product Manager for Red Bend’s next-generation mobile software management solution, vRapid Mobile™, and played a key role in the early success of the product among mobile device manufacturers and network operators. Before joining Red Bend in 2007, Guy spent nine years at Intel in various senior technology development roles, most recently as Strategic Planning Manager for Intel’s Mobile Platform Division, where he led long-term planning and defi nition of software capabilities for Intel’s Notebook and Ultra-Mobile Device platforms. Guy has a Bachelor of Science degree in Computer Sciences from The Open University of Israel. 2 1. Executive Summary This white paper is intended for mobile operators and service providers that want to learn about new advancements in over-the- air Mobile Software Management in order to enable new revenue-generating mobile data services. With voice services now commoditized and potentially facing declining revenues, operators and service providers are looking to introduce new and exciting mobile data services aimed at generating new revenue streams. The ability to bring these services into the market and to consumers’ handsets in a timely manner becomes crucial for success. An example of a compelling event that can trigger new revenue generating services is the Olympic Games. Enabling new services on mass market handsets requires multiple embedded software components, with dependencies among them. To reach the mass market, there is a clear need for a post-sale, over-the-air (OTA) service delivery framework. Requirements include the ability to decouple the handset software lifecycle from the hardware lifecycle, and to distribute and manage embed- ded applications and middleware OTA and across multiple device platforms. An examination of deployed mobile devices in the fi eld today reveals that existing solutions for managing software post-sale are limited. Yet the industry is experiencing exponential growth of software in mobile devices. Software in new mobile handsets is reaching several hundreds of megabytes in size. This phenomenon mandates the ability to manage the entire software stack on the handset by individual software components. Mobile Software Management (MSM) enables management of software on remote mobile devices. It allows operators and service providers to deliver new services and applications to mobile handsets in the fi eld. MSM starts at the point of the software creation and continues throughout the lifecycle of the handset. There are three key elements for MSM: the tools for the software creator, the logic within the service provider service delivery framework for managing software, and the technology on the hand- set for software manipulation. Like Firmware Over-the-Air (FOTA) updating, a cross-platform approach is required when design- ing a solution for managing Software Components Over-the-Air (SCOTA). Such a solution must be portable to any handset device platform, including feature phones and smartphones, open operating systems and proprietary. 2. Introduction of New Services Today With voice services commoditized, and the growth rate of voice revenue dropping, operators and service providers are striving to introduce new and exciting data services aimed at generat- ing new revenue as well as creating diff erentiation from the competition. These data services include entertainment such as mobile TV, communication such as push-to-talk, personal fi nance such as mobile banking, and many others. Operators that can provide these new data services to mobile consumers have a tremendous opportunity to become integrated with their daily lives, potentially resulting in higher average revenue per user (ARPU) and increased brand loyalty. For consumers, the mobile industry is continually creating a “new norm” – something that is better than before, something that you never want to go back from. For mobile operators and Example: Planet 3 is a world of entertainment and services, the ability to create this new norm by delivering new information on your 3 mobile. Get news, sports, mobile TV, music and games. Check your email, share photos, and compelling services to consumers’ handsets in a timely fi nd a local restaurant, watch movie trailers, instant manner is crucial for success. message your friends and more. 3 3. Example of Ideal Service Enablement: Olympic Games New revenue-generating data services may support a consumer’s day-to-day life, or may be affi liated with specifi c events, such as school year, sports season, Oscar night, theatre season, or a major event such as the Olympic Games. The Olympic Games is an example of a major event that presents new revenue opportunities for operators and service providers. By launching a suite of mobile services specifi c to an event, operators can increase their subscriber base and ARPU before and during the event, with the hopes of retaining those subscribers afterwards. As an example, a mobile service suite for the Olympics might include: • Mobile TV – Live streaming Olympic Games TV • Device look & feel for Olympic games channels over the cellular network o Wall-papers \ themes • Video clips \ replays of game highlights \ photo gallery o Ringtones • Olympic calendar – Games schedule, dates and o Service icons locations • Community-created content for Olympic Games • Medals by country and athlete, updated in real time o YouTube • Games \ java-games – Olympic-related computer games on the mobile handset o Blogging • Quizzes / trivia 4. Why Current Technology is Limited To enable the Olympic Games service suite, there are multiple software components in diff erent layers in the software stack that need to be on the handset. These include: • Messaging Engine / Client • Calendar • TCP\IP stack • Music Player • UI Engine • Photo Viewer • JVM • Wall Paper • Internet Browser • Service UI • Media Player The following fi gure shows some of the software components and their location in the handset software stack. In addition, there are components such as video codecs, audio codecs, resource fi les and language fi les which need to be embedded on the hand- set in order to support such an Olympic Games service. Software components have critical dependencies among themselves as well as with other components on the handset. These dependencies must be considered and managed in order to successfully enable a new service. 4 a. Service Delivery Requirements What is Mobile Software Introducing services on deployed mobile handsets when timed with a Management? specifi c event depends on the ability to decouple the handset software “The management (i.e. deployment, installation, lifecycle from the hardware lifecycle. Increasingly, operators want to market activation, update, de-activation and removal) of new services to their entire installed base, without requiring consumers to software components (i.e. applications, handset buy a new handset. However, most services depend on the existence of features and their dependencies) on any device, certain middleware and embedded applications in the handset in order throughout the software lifecycle (pre- and post- for the service to work on the mobile device. If only a few handsets are manufacturing).” capable of supporting the new service, the operator is limited in its address- Andreas Constantinou, VisionMobile able market at the time of service launch, and must wait until consumers replace their handsets in order to subscribe to the new service. In addition, operators must be able to manage native applications and middleware OTA across multiple device platforms. The ability to add embedded features post-sale in order to support deliver- ing new revenue-generating services to the subscriber base has become a critical requirement for operators. If operators can ensure that the same functionality is available across handsets and terminals, they have a better chance of delivering service convergence and reducing churn. This implies the need to control and dynamically discover all software and fi rmware components available on devices in the fi eld. b. Existing Solutions for Remotely Managing Mobile Software Most existing solutions for managing software remotely are point solutions that do not address the minimum requirements for service enablement across multiple handset platforms types, and may limit the level of innova- tion the mobile ecosystem can provide. Some solutions enable only add-on applications in Read-Write File Systems (R/W FS), like Open Operating Sys- tems (Symbian, Windows Mobile, etc). 5 Other solutions are limited to a specifi c software technology implementation, like in the case of the Java Application Framework. And some others are limited to a specifi c handset platform, like Qualcomm’s BREW. None of the existing solutions address man- agement of both R/W and embedded
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