Connected Services Whitepaper1.1

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Connected Services - IndustryAnalysis

January 19, 2009by: Tony De Ruvo

for: Gogobeans Product Marketing

Gogobeans, Inc. 920 5th Avenue N, #7 Seattle, WA 98109 F +1.320.210.1516 http:/www.gogocorporate.com

Gogobeans, Inc.

DRAFT&

CONF

IDENTIAL
http:///www.gogocorporate.comhttp:///www.gogocorporate.com


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Table of Contents

Executive Summary 1The Next Wave - Connected Services 1Why Connected Services? 1

The Basics 4Deployment Functional Groupings 5Market Positioning 5

Nokias OVI 6Apples Mobile Me 8Vodafone 360 9

Functional Comparison 10Photos 10Calendar 13Contacts 14Bookmarks 15Privacy 15Email & Messaging 16

Internal Connected Mail Messaging 17Files 19

Folder Support 19

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Maps 20Social Networking 20Music 21Bookmarks 22Notes 22Handset Support 23

Mobile Internet Support 24Meta Tagging and Keyword Indexing 24

Nokia 24Apple Mobile Me 24

Key Take Aways 25

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Executive Summary

The mobile industry is getting very exciting these days. Theres a pronounced shift to apply cloud computing

advantages in the mobile space. Carriers, device manufacturers and Internet giants around the world are scrambling to

deploy the next generation of service directly to the mobile phone.

The market drivers are easy to identify:

Data usage and data plans are becoming the next big ARPU lift for carriers

Thanks to iPhone deployment in major markets, flat rate data plans are a reality in some markets and will soon

become a reality in lagging markets

The advancement and competitive pressures in the handset manufacturing space will see an increasing trend towardspowerful handsets. Customers are looking at their friends with iPhones and are wanting to have the same rich Internet

experience.

The Next Wave - Connected Services

Technology waves happen at periodic intervals and when they do they create new opportunities. The next generation

either enhance the previous generation product or make it obsolete. Mobile services have traditionally been about

delivering voice and coverage. With the advent early on of SMS, subscribers had a new and innovative way to

communicate with each other - digitally.

SMS was the mobiles exclusive domain and email was exclusive to the PC world. The next wave was around Instant

messaging. Instant messagings popularity was mainly due to real time interaction and presence that Email and SMS

didnt have. The next wave brought us Social Networking. Social networking facilitated sharing with your social circle

which IM/Email/SMS didnt have. The next wave is upon us with initial deployments on carrier like Vodafone and OEMs

like Nokia and Apple. Connected Services will add a new layer of access, managing and selectively socializing your

personal digital life (more than just photos, but documents, favorite ebook, that movie you just bought, etc). Each way

has built on the previous wave and has garnered more users and more revenue.

Why Connected Services?

For carriers there are compelling reasons to participate in the next wave:

customer relationship - device makers have made huge investments in the connected services space in an effort to

catch the next wave and transition to mobile internet based services to complement their hardware. Nokia for example

has invested well over $1B in building OVI platform. As a result subscribers are potentially building a stronger

relationship with device manufacturers as opposed to carriers. After all, subscribing to Nokia OVI (and paying for the

service over the Internet), a user can pretty much change carrier with no loss of service.

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churn reduction - facilitating access to a subscribers personal digital life puts the provider in a very unique position -

that is being the gatekeeper. The investment commitments made by major players like Apple, Nokia and Vodafone

are directly correlated to the stickiness inherent with connected services. As subscribers accumulate their digital assets

with a service, it becomes increasingly difficult to shift to another competing service. As an example, a Nokia OVI

subscriber will have a difficult time transferring gigabytes of data to a competing service like Mobile Me - simply too

painful.

SMS - one to one - limited to mobile and 160 characters

Email - one to one and one to many (1TM) - mostly desktop usage and increasingly prone to SPAM. In fact some

industry reports point to a high water mark of 90% of daily email traffic is attributed to SPAM.

Instant Messaging - 1T1 mostly, well adopted on PC/mobile and the first service that migrated nicely from the Internet

world to the mobile world. Generally considered not permanent communication (i.e. throwaway communication).

Primary advantage over SMS/Email was its real time interaction capability and presence.

Social Networking - introduction to sharing of thoughts (i.e. status updates/tweets), all your friends can see and

participate. Social networking has opened up issues around privacy, some permanence around pictures. On the

positive side it is an effective SPAM blocker (i.e. only your friends can message you).

Connected Services (Gogobeans) - Connected services builds on existing communication paradigms while adding

strong new privacy paradigm. , There is an element of private permanence (i.e. archiving your complete digital life).

Brings collaboration and sharing to a whole new level.

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This analysis will cover the leading services that are starting to be deployed by industry heavy weights;

Nokia OVI

Apples MobileMe

Vodafone 360

Legend:

x - supported ? - unknown n/a - not applicable p - partial

Personal Life Applications

Funct ions Gogobeans

Apple

Mobi le Me Vodafone 360 Nokia OVI

Photos x x x x

Music, Video, Media x x x x

Social Networking x p p

Status notification x p

Bookmarks x x

Notes x x

Widgets x

Productivity Applications


Apple


Calendar p x x

Contacts x x x x

Email p x x x

Files x x x

Toolbar for easy access x p p p

Blogs & Forums x

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Carrier Environment


Apple


White Label x

Branded Label Licensing x x

Remote wipe p x

Marketplace p x x x

Developer Environment


Apple


APIs (for developers) ac-

cessx

custom applications (SaaS) x

Client Side APIs x x

The Basics

The common thread of the next generation of connected services revolve around the idea of users accessing portions

of their personal digital content, access to social networks and access to digital content like music, applications, etc.

Connected services are being deployed by both mobile players as well as Internet players. Some of the biggest

companies in the world are investing in the mobile-web Connected Services space. The four major players in the mobile

space have started deploying - Nokia, Apple, Vodafone and Google.

The biggest companies in the mobile ecosystem are investing billions in the mobile-web Connected Services space, or

the software and synchronization services to connect and deliver innovative user experiences on the phone, web and

PC, in an effort to build direct relationships with customers.

There are major global trends that are driving the new crop of connected services in the mobile space:

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Smartphone shipment and adoption has taken off in a big way - beating all market expectations from a few years ago.

Apples iPhone has changed market perception of what a mobile phone is capable of doing. Users around the world

are now expecting mobile phones to do more than just make voice and text calls.

Smartphones are becoming as powerful as personal computers where just 5 short years ago.

Flat rate and lower cost data plans are occurring in most mature markets around the world. While it has taken over 20

years for the mobile industry to move towards flat rate calling plans - it has only taken 5 years for unlimited data plansto show up.

Fierce competition in both the wireless carrier and OEM space. Both these key segments in the mobile value chain are

experiencing fierce competition both internally (with like competitors) and externally (with large Internet media

conglomerates). Connected services is seen as a way to effectively lock in existing customers and increase barriers

to exit.

Deployment Functional Groupings

Early deployment of existing connected services

revolve around four major functional groupings:

Social Networking: The runaway success of social

networking has not gone unnoticed by the latest

crop of connected service offering. The Vodafone

360 offering has chosen to make social

networking its prime function while building all its

features around it. Social networking on the go

makes sense.

Personal Digital Assets: Its clear that peoples

digital lives (assets) are exploding around the

world - couple that with increased mobility

requirements creates a market need for easy

mobile access to digital assets.

Marketplace: The marketplace is the original

connected service in the mobile space.

Ringtones, wallpapers and games have been

available for a long time. Wireless companies are

now leveraging the success of the Apple App store

and including the marketplace as part of a bigger connected services offering

Collaboration: Cloud services encourage the ability to share in real time digital assets. Connected services allow

customers to share and collaborate.

Market Positioning

This section will deal with overall positioning of competing connected service in the marketplace. This whitepaper

measures two key metrics to a winner connected service:

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number of supported devices: The hallmark of a great connected service is the ability to deliver that service on as

many devices as possible. This offers the most flexibility to the end user - thus making it useful.

number of supported applications: Connected services should have the ability to adapt and be flexible enough to offer

as many services as possible.

Nokias OVI

Your life. Connected

Nokias OVI is the closest to the philosophy of the Gogobeans service offering. Nokias OVI offering offers the most

comprehensive solution of all the major offerings. The focus is around accessing customers digital life on a mobile

phone.

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Pros

synchronization tools is very effective, giving customers on the phone access to some digital assets (l ike photos and

contacts) in the event of no connection to the Internet.

wide breadth of mobile specific applications like maps on the go.

Cons

Does not work on other devices like iPhone.

Client driven (Series60) so it doesnt work on other handsets

Web client doesnt feature universal access for older Nokia phone models

Not a white label solution so the service has no revenue sharing or co-branding possibilities with wireless carriers.

Nokia OVI is offered directly to the end user in most markets worldwide.

Screen shot of OVI on an

iPhone. Nokia has chosen to

block iPhone access for the

time being.

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Nokias smartphone N70 is not

compatible to OVI. Nokia has

deployed OVI on a small subset

of their latest high end

smartphone line (S60 ver 3.0

and above).

Apples Mobile Me

Everything in sync, Anywhere you are

True to Apples general design philosophy, Apple has chosen to

deploy connected type services for a limited number of applications.

The idea is that a small number of services can be tightly designed

and integrated for the best possible user experience. Apples goal is

to sell more iPhones and using the halo effect, sell more computer

units. This strategy seems to be working very well for Apple. It gives

their solid base of computer fans an avenue to have the same

experience on a mobile phone.

Pros

Apples Mobile Me supports only two devices (as of Jan 2010)

therefore it has the tightest integration of all competing services

Synchronization across multiple PCs

Email push notification

Elegant user interface

Cons

Mobile Me works only on iPhones and iPod Touch units - doesnt port to any other Smartphone platform

Support for only 6 applications - photos, calendar, contacts, files, email and bookmarks

No provisions for social networking - either home grown or popular social networks like Facebook

No software development kit to allow design and deployment of new connected services applications

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Vodafone 360

Bringing your world together

Vodafones approach to connected service is different

from the rest of the competitive space. Vodafone has

chosen to approach delivering services via the socialnetworking paradigm. That said, Vodafone 360 is not a

social network itself, simply leverages existing social

networks.

The service brings together all contacts from the mobile

phone, social networks and other internet accounts.

These include Facebook, Windows Live Messenger and

Google Talk.

The address book is the services core, displaying

statuses and profile pictures alongside contacts calling details. Twitter feeds will also be integrated into the service

shortly after launch.

When users tap into a contact, theyre offered options to call, text, email, instant message and location nudge through

which they can broadcast their location to selected contacts.

Vodafones long term strategy for this product offering is two fold - (i) customer retention and (ii) trojan horse to attract

customers from competitive networks. The open nature of the service means that an O2 user, for example, could

communicate with contacts through the Vodafone service and buy applications from Vodafones new app store (also

announced under the 360 umbrella) virtually at the touch of a button.

Asked if 360 would be used as a trojan horse to take revenue from rival operators, Pieter Knook, director of internet

services, replied: Yes, you could certainly say that.1

Knook also emphasized that 360 is a tool to improve customer retention in the face of competition from Apple, Google

and Nokia Ovi.

Pros

Connected address book allows instant updates of friends changing contact details

Synchronization with phone address book (available on Samsungs H1 only - with plans to expand to other handsets)

Can be used by customers that are not Vodafone 360 users (i.e. users from competing wireless networks)

Cons

No support for accessing files remotely

Photos can only be stored on Facebook account. This removes the ability to store personal photos that people dont

want to share but rather archive.

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1 Mobile Today Magazine UK - pub. date September 24, 2009


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Functional Comparison

PhotosPhoto uploading and sharing is common to all services.

Service Nokia OVI

Apple Mobile

Me Vodafone 360 Gogobeans

Upload photos from PC x x x x

Upload photos from

mobile

x x p

Share via email x x x x

Share via connected

friends

x

Photo Albums x x x x

Location tagging x x p

Public rating x

File attachments (add

more digital assets to

albums)

x

Privacy levels 2 (public, private) 2 (public, private) 2 (public, private) 4 (public,

network, friends,

private)

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Nokias OVI photo sharing web screen shot.

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Gogobeans photo application web screen shot

Gogobeans photo application screen shots on various mobile phones

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Apples Mobile Me photo web screen shot

Calendar

Two connected services have chosen to deploy calendar native applications - Nokia and Apple. Apple has the advantage

in that they have a large installed base of users using iCal on their Macs. Nokia on the other hand has no real installed PC

user base and must rely on users using the native application directly on the mobile phone (it is not clear if this is a large

number of users). Apple also has the advantage of using a relatively open calendar standard called iCalendar.

Gogobeans has opted for a much more open approach to the Calendar function - namely using mobile web calendarslike Google, Microsoft web calendar and a whole host of popular web 2.0 online calendars. This offers the maximum

flexibility to end users that must manage not only their calendars but that of friends and colleagues.

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We feel that having yet another calendar application is the last thing the market needs. In fact studies show that the

greatest barrier to calendar usage on mobile phones is that users dont want another calendar app to manage. Further,

the trend is to share calendar information amongst friends and colleagues. Gogobeans allows users to get easy access

to many different types of calendars from the same interface.

Contacts

Standard feature of all connected services with Vodafone 360 using the address book as the principle function of which

all the other features revolve around.

Service Nokia OVI

Apple Mobile


Contact entries x x x x

Socially connected

contacts

x

Import from popularservices

x

Gogobeans has implemented the address book in a unique fashion. Gogobeans platform allows the following enhanced

contact features:

Users can create individual contacts entry into the principal address book that is accessible across any connected

device

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Users that connect to their friends on the Gogobeans platform enjoy the latest updated contact information

Import existing contact information from popular services like Hotmail, Yahoo Address Book and Gmail (with duplicate

block function)

Import contact information from standardized CSV file (great for large databases).

Bookmarks

So much of our lives revolve around websites we find important - like personal banking sites, airline schedules, etc.

Gogobeans has a unique product offering allowing our users the ability to save all their bookmarks in one place - on the

cloud. In fact our users find this function one of the most useful of the service - saving thousands of websites for easy

access while on a mobile phone.

This feature should not be underestimated - its quite difficult to type website URLs into a 12-key mobile phone. Further,

searching through a large l ist in the mobile phones browser bookmark list. Users increased usage of Internet services

and the need to have it bookmarked on a mobile phone is becoming an important feature in the future.

Gogobeans uses the latest in Java bookmarklet software (compatible with all popular PC based browsers like InternetExplorer, Firefox, Safari and Chrome). Users simply drag and drop the BeanIt bookmarklet on their browsers toolbar.

Any web page they surf to they can simply one-click on BeanIt save it to their personal account in the cloud. Once its in

the cloud it becomes instantly available on any mobile phone.

Privacy

The trend towards cloud computing comes with the ability to access personal information anytime and on any device as

well as opening up new ways for data to interact and collaborate. This opens up issues around privacy and security.

Gogobeans is the only connected service in the marketplace that adds two new levels of privacy settings.

Service Nokia OVI

Apple Mobile


Private x x x x

Public x x x x

Members only x

Connected Friends only

(VIP)

x

All of the digital assets have four privacy settings ensuring the maximum flexibility for our users.

Setting Description Examples

private You private files, insurance records, loyalty

cards, etc

VIP your connected friends assets with this setting can be viewed

by trusted friends only

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Setting Description Examples

members registered users this setting is used to share assets to

any Gogobeans member but not

outside the network. In the corporate

setting this could be employee

handbooks, policies, etc

public world wide web this setting allows sharing to anyone

with an email address.

Email & Messaging

Mobile email functionality has traditionally been the domain of RIM Blackberry. With the launch of connected services, the

landscape is changing. Apples iPhone has a respectable competitive service using push notification. In fact theyve

enjoyed some churn from traditional Blackberry diehards (probably due to the runaway success of the Application Store).

Service Nokia OVI

Apple Mobile


Messaging - Internal mail x

POP/IMAP support x x x

branded email address x x x

Status Updating/Twitter

like feature

x x

With the exception of Gogobeans, all other connected services have deployed branded email service (i.e. [email protected],

[email protected] and [email protected]), as well as supporting native clients to manage external email services like

Gmail, Yahoo, etc. In the case of Apple, Exchange Email service is also supported.

Gogobeans has not launched comparable email applications and is presently planning to deploy comparable services in

the near future. We deem POP/IMAP support to be important in order to round out our messaging service offering.

Gogobeans views branded email applications (i.e. [email protected]) as a very low priority because;

what the world doesnt need is another email service. There are plenty of popular and ubiquitous email services and

we feel that adoption rates for [email protected] will be very low

user behavior dictates that providing seamless integration to existing mega services like Gmail, Yahoo and Hotmail.

This feature is in the pipeline and is currently undergoing testing.

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Internal Connected Mail Messaging

Gogobeans is the only connected service that presently supports friend to friend mail messaging. This is similar to mail

messaging on social network platforms like Facebook/MySpace. In fact most studies done in 2009 have shown that

Facebook mail messaging has surpassed traditional email messaging amongst its users.

This type of messaging ensures that there is no spam or phishing in the inbox. Only your trusted and connected

friends can view and respond

Ideal for communications within a corporate team where there is no chance of mail messages being forwarded outside

the internal communication channels

Ideal for consumers that are want a l ight mobile experience without the need to open a dedicated mail client and want

to simply message friends or groups of friends.

Interface shows mail messages in two locations - via the Inbox bean which looks similar to a traditional email list or

viewed as a time-based sequential conversation between friends.

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Our mobile interface ensures that every WAP enabled mobile phone will be able to enjoy the benefits of mail messaging

amongst connected friends.

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Files

The cornerstone of connecting to your digital life is the ability to store and share files - after all files are an important

component of users digital assets. Vodafone 360 has opted out of digital storage primarily because the 360 philosophy

is built around social communications (i.e. the connected address book) and not digital life as with the other services. The

other reason might be that Vodafone has recently signed an agreement (Oct. 2009) with a 3rd party cloud provider called

Mozy.

Service Nokia OVI

Apple Mobile


file upload - browser x x x

file upload - PC client x x

backup/storage 3rd party

sync with device x x

folder support x

Folder Support

The only service that supports sharing (or bouncing) folders with literally unlimited files is Gogobeans. With our interface,

members simply create a folder (or alternatively any digital asset) and then simply drag and drop files into the folder. From

there its a one click process to share with connected friends and anyone with an email address. In fact like all other

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http://www.internetnews.com/bus-news/article.php/3843516/Vodafone+to+Offer+Cloud+BackUp+Service.htmhttp://www.internetnews.com/bus-news/article.php/3843516/Vodafone+to+Offer+Cloud+BackUp+Service.htm


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digital beans, all four privacy settings are available on a folder by folder basis. Whats more, every file in the folder can

have different privacy settings apart from the folder ensuring the maximum flexibility.

Maps

Maps and GPS support is directly supported by Nokia and Vodafone. Apple has partnered with Google Maps to deliver

an integrated experience via an application. Nokia has invested $8.1B (US) to buy NavTeq and has since integrated the

functionality with its OVI offering.

Service Nokia OVI

Apple Mobile


GPS enabled x 3rd Party x

Voice guidance x x

Social Networking

Gogobeans is the only service in the competitive mix that has an integrated social networking engine very similar in

feature to popular SNs like Facebook.

members have to invite each other and connect to each other to share private information much like Facebook

support for a News Feed like service called Gogo Buzz. With this, members log on and can view in a list format what

other connected friends are doing (only if what theyre doing is designated as public).

Gogobeans social networking module can be easily integrated with existing application store or informational portals.

This will encourage content discovery in a way thats simply not available today anywhere. For instance member A

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buys a mobile Golf game, this activity is listed on member A friends News Feeds. As member A friends log on they

will see that a Golf game has been purchased and can decide if they want to buy it as well - essentially the best referral

is from a friend.

Service Nokia OVIApple Mobile


Socially connected to

popular networks

x partial

Ability to connect with

trusted friends

x

News feeds of network

activity

x

Popular social networks will be the preferred way most users will interact or socialize with each other. Gogobeans

doesnt aim to replace this behavior, in fact it would be impossible. Rather, the Gogobeans platform can be considered

more of a anti social network in that all digital assets are never displayed to outsiders or connected friends. This is a key

differentiator. The market is looking for a more private way to interact while at the same time enjoying the ability to share

with communities.

typically in a corporate/enterprise setting Gogobeans excels in that nothing is public, no digital asset can be viewed or

shared unless the owner gives authorization.

in a consumer setting, early indications (late 2009) are showing a back lash to social networks like Facebook in mature

markets (i.e. the USA/Canada, parts of Europe). This trend is primarily due to people realizing that on a social network

your life is forever public. Gogobeans allows effortless socializing of personal digital asset to trusted friends only.

carriers are in a unique position to offer socially networking features because they already have communication data

amongst subscribers - this can be used to create a social map on the Gogobeans platform to encourage sharing,

interacting and collaboration.

Music

Mobile devices are really replacing not only MP3 players but other forms of media players like home stereo systems. The

iPhone is the gold standard for delivering a great music experience to the end user.

Service Nokia OVI

Apple Mobile


play media (audio/video) x x x x

media store x x x

socialize media x

synchronization with PC x

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Bookmarks

The digital life world is presently separated into two categories - (i) what personally belongs to you and resides on your

hard disk and (ii) what you perform on the Internet like searching, reading, finding information, research, buy, sell,

communicate, etc. Keeping track of sites that you want to visit again is quite easy on a PC based browser but more

cumbersome on a mobile browser.

Service Nokia OVI

Apple Mobile


general bookmark saving partial x x

bookmarklet support x

synchronization with PC partial x

sharing bookmarks p x

Notes

The simplest way to get text from a PC to a mobile phone is probably an application like notes. With notes, users simply

create an unlimited

Service Nokia OVI

Apple Mobile


Notes - simple text format x x

synchronization with PC x

sharing notes p x

Below is how notes is rendered on different types of mobile phones.

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Handset Support

Deploying connected services adds a level of complexity in delivering benefits to the mobile phone. The obvious

challenge is how to deliver a seamless experience to the highly fragmented mobile devices. Gogobeans has taken a web

2.0 approach to the challenge. Deliver services to the widest spectrum of users and handsets by WAP/XHTML and

provide open platform APIs to the development community to design client side applications (like contact sync, etc).

Nokia OVI

Apple Mobile Me

Vodafone 360

Gogobeans

Present support is Symbian Series 60 version 3.0 with installed client

Presently no support for older models including no WAP/Internet Portal

iPhone and iPod Touch

Samsung H1, Nokia 6210MR, N85MR, N96MR, 6730

Services delivered on all WAP 2.0 phones with support for older WAP 1.0

Client application available for Nokia Series 60 version 3.0 and select Samsung phones(coming soon)

We believe that this is the strongest approach and the best route to the widest deployment and usage. The advantages

to the carrier is

less training required for the subscriber resulting in faster adoption

easily migrate subscribers to different handset manufacturers and models

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the WAP interface remains constant across all handsets

customers have grown accustomed to surfing the Internet without special applications, this translates well in the

mobile space as well.

Mobile Internet Support

Gogobeans presently supports the following mobile browser protocols

WAP 2.0 CSS - available

WAP 2.0 - available

WAP Push - not supported

WAP 1.0 - roadmap - Q210

WURFL - roadmap

XHTML 1.0 - available

Meta Tagging and Keyword Indexing

Customers that adopt next generation services will have a strong need to locate and access their personal digital assets

in an intuitive way. Each service offering has different philosophy on how that is accomplished.

Service Nokia OVI

Apple Mobile


Search on Description p p x

Search on meta tags x x

Search on Asset type p x

Search the social network x ? x

Search from handset p x

Nokia

Nokia partially supports search on digital asset description.

The search doesnt apply in a global way. In order to search for a photo the user must be in the photo section of the

service, similarly to search for a contact the user must switch views to contacts.

Most users when searching for digital assets it is generally to access their own digital assets - this feature is not

implemented on the OVI service. When searching, the results span across the network and not the users own account

Apple Mobile Me

No provisions for meta tagging digital assets. Partial support for searching on asset description doesnt extend to photos, files and calendar events

Search on the iPhone does not include files and photos

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Key Take Aways

Gogobeans has approached the connected services equation with the carriers interest in mind. Not content to offerlimited applications to limited number of handsets. Our approach offers a platform that is rich in both features and

applications.

Our API approach ensures easy integration cycle and more importantly a venue for developing new and innovative

applications according to market needs.

Only service to support socially connected mail messaging.

Four supported levels of privacy with 5th and 6th being deployed in Q210

Real time notifications of members sharing digital assets with you, members acting on digital assets you own -

Gogobeans provides extensive tools to really track your digital life.

Only service to support a real branded social network

Only service to support the sharing of folders with virtually unlimited number of files

Gogobeans, Inc.

Connected Services Whitepaper1.1

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