Requirements to benefit from CB in Value Added Services Mark Cabiling, Swapcom Marketing Manager [email protected].

Requirements to benefit from CB in Value Added

ServicesMark Cabiling, SwapcomMarketing Manager

[email protected]

AgendaAgenda

• Cell Broadcast issues• Today’s solution• Application examples• Conclusion

About SwapcomAbout Swapcom

• French company based in Lyons and Paris– Telecommunication background

• Dedicated to providing software– SMS & CB Gateways– OTA– Mobile Office

• Swapcom CB expertise– Cartes 2000:most innovative SIM application Award

for personalized CB services.– Cannes 2001: Information Portal with OTA profiling– 3GPP member

AgendaAgenda

• Cell Broadcast issues• Today’s solution• Application examples• Conclusion

Cell Broadcast issuesCell Broadcast issues

CBCNetwork

Infrastructure

CBCNetwork

Infrastructure

ServicesProvidersServicesProviders

RevenuestreamsRevenuestreams

ServicesplatformsServicesplatforms

CB EnabledHandsets

CB EnabledHandsets

CB EnabledSIM Card

CB EnabledSIM Card

FriendlyInterfaceFriendlyInterface

StandardsStandards

High ValueContent

High ValueContent

The CB Forum challengeThe CB Forum challenge

• CB activation and usage is complex

• Standardization bodies have not planned CB in VAS

• Suppliers (handset, SIM) didn’t implement CB features

• Few Content and Service Providers are aware of CB potential

• Business Models for CB apps are not as mature as those with SMS

CB Enabled HandsetsCB Enabled Handsets

• Handsets on the field do not homogenously implement CB features.– Too late for the ones in the hands of users– Work on the next coming generation …

• Swapcom teamed with magic4 to demonstrate“Multimedia content delivery with CB”

CB Enabled SIM cardsCB Enabled SIM cards

• Requirements for SIM cards– OS need to be CB compliant– CB personalization Over The Air is a demand

• Swapcom and Gemplus teamed to demonstrate “in Cartes 2000 World First OTA CB activation Services”.

OTA

Standards Standards

• SWAPCOM & GEMPLUS

–Change Request: T3-010275

–Improve SIM card applications with Enhanced content

• SWAPCOM

–Pushing in the SIM@lliance adoption of CB for SIM browsing features (Push CB, CB Activation)

• SWAPCOM & MAGIC4

–Change Request: T2-010465

–Enhanced content to be distributed by CB

AgendaAgenda

• Cell Broadcast issues• Today’s solution• Application examples• Conclusion

Today's solutionToday's solution

CBC

Content ProvidersSMSC

Customer Care

Billing System

Subscribers

OTA

News

Chat

Weather

Self Customer

Care

The server holds in its database the different user profile.

After each modification, the server has to synchronize the the SIM card profile (CBID):

Use Secure OTA platform to update the SIM card.

Profiling schemeProfiling scheme

En

terp

rise

Mes

sagi

ng

CB Connect

ContentManager

AccountManager

ProfileManager

SMS Connect

OTA ConnectOTA Card

Administration

SMS

Center

Cell broadcast

SystemMessage

Formatter

Content providers

After controlling content provider rights, the content is :

Pushed to the each SMS Address

Sent to the the related CB channel

Billed

Content distributionContent distribution

En

terp

rise

Mes

sagi

ng

CB Connect

ContentManager

AccountManager

ProfileManager

SMS Connect

OTA ConnectOTA Card

Administration

SMS

Center

Cell broadcast

SystemMessage

Formatter

AgendaAgenda

• Cell Broadcast issues• Today’s solution• Application examples• Conclusion

Chat servicesChat services

• CB enhances existing SMS revenue streams • Stimulate MO traffic by sending CB messages:

– Forum channel subscriptions– Broadcast localized connected list (most active users)– Broadcast arrival messages on a specific zone

« Becky just arrived in your area»

SMS

CB

Multimedia contentMultimedia content

• Multimedia content push on CB channel– Ring tone or Icon of the day

• Revenue Streams– Pay per Subscription– Free subscription and use Appealing Content to

promote Premium Rate Services (IVR, WAP, SMS)“Send it to a friend”“Get another one”

SMS

CB

WAP

IVR

Digital Mobile DecoderDigital Mobile Decoder

• CB Pay-per-View and Pay-per-Use by using the SIM card to check access rights

• Content is sent directly over CB• The SIM becomes a “Digital Mobile

Decoder”– Decryption, Access Control…– Custom Applets – Secure Credit download

2

3

1CB

AgendaAgenda

• Cell Broadcast issues• Today’s solution• Application examples• Conclusion

ConclusionConclusion

• The CB Forum has an important mission– Evangelization– Standards– Implementation– Application Enablement

• However the market is ready for CB– SMS Push applications are limited – There is a strong demand for LBS and revenue

generating services• Today Value Added Services that benefit from

CB are possible