Ums(2007)

PART I

Background 1. Requirement & Refinement

2009. 08. 05

Emerging Factors of

Message Opportunity

2

Table of

Contents

1. Definition

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2. Opportunities

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…04

3. Discovery

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4. Conclusion

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5. Appendix

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Background 1. Definition of UMS

3

Unified Messaging Service (UMS) allows you to store voice messages in your mailbox along with your email.With UMS, you can use your email client to access these messages, or you can use your phone with the tele-phoneuser interface (TUI). The cost for voice mail in the new system will remain the same.

Definition

Advanced features

Follow me: Sets your phone calls to follow you to designated phone numbers Forward: Forwards specific callers to designated phone numbers Notify Me: Sets inbound phone calls to notify you of specific types of incoming calls, or sets your phone

calls to notify you of specific callers' voice mail messages. Use this to send text messages to cell phones or pagers.

Do Not Disturb: Ensures you are not disturbed by certain callers by redirecting calls to your voice mail Custom Greeting: Sets a text greeting for specific callers Forward Copy: Forwards a copy of your voice mail to an email address

Voice mail messages are delivered to your email account automatically for Exchange users. Notification will be in your email inbox. You can access your calendar and listen to your email from a telephone when you are away from the office.

Unified Messaging Service

Basic UM•Voice and fax messaging in email•Works with any email client•Message light support with IMAP based mail clients

Unified Messaging (UM) provides a path to simplifying the messaging interface. UM was introduced to help enterprise customers to manage wire line email, voicemail and fax messages. Mobile operators have marketed their messaging features as being inexpensive and easy to use, a benefit that has faded as more and more applications appear on handsets. UM gives users one interface to manage all forms of messaging. Rather than being a solution searching for a problem, UM could become an important solu-tion for carriers that may not yet realize they have a problem.

Benefit of Unified Messaging Service

Advanced UM•Server based integration•No software installation required•Supports Secure Client ac-cess•Access to email and email folders over the phone•Full synchronization and message light support

Background 2. Opportunity of UMS

4

Accessing the internet from a mobile phone is growing in popularityMobile handsets are increasingly being used in other ways than for making callsAn abundance of content is generated by users, and new questions are being raised about how best to man-age rights

Opportunity

Mobile is driving most of the communications sector growth

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Accessing E-mail[N=4,000, over 18yrs]

Instant Message[N=4,000, over 18yrs]

Using SNS site[N=4,000, over 18yrs]

Accessing Email is now a common function of mobile function, like making calls or send messaging. 9 in 10 European people are enjoying to connect and check their mail account.

IM has convert the half of European mobile users. 78% of teens who use IM said they used it to talk about homework, tests, or school work “ “Email is something you use to talk to old people.”

UK adults spend more time on social networking sites than their European neighbors, with 5 in 10 UK adults saying that they regularly visit the sites

Conversion are valued

Background 2. Opportunity of UMS : Insight platform

5

To find out opportunity of UMS, we divide it into 6 areaInsight Plat-

form

User Experience Boundaries for Mobile Messaging

InternetEnvironment

InstantMessaging

Conferencing

Unified Messaging

Service

BusinessProcess

IntegrationRemoving

Human

Latency

Presence

Collaborative

capabilitiesChat, 3G,

Real time

Communication

MobilityContents

Mobile apps

RemovingInter-

operabilityIssuesEmail, voice &

Fax messages

Music

Video,

Audio

Background 2. Opportunity of UMS : User Experience(1)

6

Unified Messaging Service (UMS) allows you to store voice messages in your mailbox along with your email.With UMS, you can use your email client to access these messages, or you can use your phone with the tele-phoneuser interface (TUI). The cost for voice mail in the new system will remain the same.

Opportunity

User Experience : 3 Persona

Group communications and social user experiences

content sharing : video, picture, conferencing

IMS and Web 2.0 Multitasking mobile and web

Communicate Rich presence throughout

GroupWare applications/ser-vices

Ability to find right person and use right mode

Shared context and content

Integrated • Integrated e-mail, presence,

IM, voice• Seamless transitions between

modes• Wide range of devices

Anywhere access• From any telephone• From any Web browser• From Mobile devices

Background 2. Opportunity of UMS : User Experience(1)

7

Using a music service, Alice, a Materialist, can follow her favorite bands and get the inside scoop on special events. She watches the latest music videos from Sugababes and then shops for tickets to their upcoming con-cert—with the push of a button she can be sure to get the best seats.

Communications

Group communications and social user experi-ences

Alice [24s, Female, Univ student]

Music / video / Karaoke

Content discovery

Facebook / MySpace

On-line access

Call completion / Blogging & messaging

User content

Persona #1

Background 2. Opportunity of UMS : User Experience(2)

8

Share a video with friends and comment while it plays Browse personal-ized football clips using keywords Pocket Sport - Rich multimedia communication - From any device - Regardless of network - Ease of use

Content sharing

Mark [32s, Male, Office worker]

Sport

Content discovery

Conference / Monitoring / Communality

On-line access

Video / Picture / Conferencing

User content

content sharing : video, picture, confer-encing

Persona #2

Background 2. Opportunity of UMS : User Experience(3)

9

Instant messaging, voice &video conferencing and multimedia sharingOne consistent experience Communicate to the community or one on one−Multitask and switch services −Share with handsets and PCsBranded communities, increase usage, cross-selling of data services

Instant Communication

Nick [21s, Male, Students]

Web

Content discovery

All

On-line access

Multimedia

User content

IMS and Web 2.0 Multitasking mobile and web

Persona #3

Background 2. Opportunity of UMS : User Experience(4)

10

IMS brings …•Framework for IP multi-media•Session management control •Application server separated from network

Web 2.0 brings …•Opening up mobile networks•Flexibility and innovation •IP-Web tools : service chaining

Emerging Opportunity : United/integrated list/inbox management

High-volume mobile messaging users are interested in having both a unified contact list and a unified mes-saging inbox on their mobile device, as long as these features are customizable, and therefore more person-alized. When considering a unified contact list, users do not want to incorporate all contacts from all accounts into one list. They want to select which contacts to import, particularly from social networking accounts, so that they can easily identify details of those individuals with whom they have regular 1-to-1 communication. Promoting the ability to revert back to a traditional inbox layout will overcome reluctance to trial a unified approach. Participants also expressed strong interest in threaded message presentation.

Next Step

Increased complexity cause user to make it simply- Customer defaults to using most effective servicesSpace

Background 3. Discovery : New space(1)

11

Internet Email Internet IM Mobile Text

Concept

Inbox in network Transient dialogues Inbox on the phone - Highly personal & private

Metaphor

Highly referential - Inbox accessible anywhere - Large & persistent storage

Highly conversational - Threaded user interface - Immediate delivery

Highly conversational - Short Messages - Immediate & offline delivery

Reach Universal reach - Service provider interwork-ing

Social circle reach - Highly personal

Universal reach- Service provider interwork-ing

Richness Multimedia support-Richer messages-Container for conveyance

Enriched with multimedia - More engaging conversa-tions - Experience sharing

Feature Enhanced with presence - Spontaneous conversations - Personalized expressions

Integrated with contacts list

Era Sometimes connected Always onAt your desk

Mostly onAlways with you

Issues to reconcile in ‘crossing over’ IM to MobileMobile IM Implementation strategy for maximum value

CA

D

Only friends with IM can Converse

Only subscribed and present friends can converse

Everyone can converse with Text

A

B

C

D Contacts list contains more than just friends

A C Ensure IM interworks fully and both way with Text

B DPermit conversations without presence

Just like Text …•Ensure IM interworks fully and both way with Text : Maximum connectedness our of the box

Just like Text, Only Smarter…•Permit conversations without presence : Add presence as a simulator of conversations, not a prereq-uisite

B

New Space(1)

Background 3. Discovery : New space(2)

12

Mobile Messaging Area

Calls Mobile Messaging EmailCon-tent

Voice call

Text only-SMS use case(classic model)- Im use case(dialogues)

View content of an existing remote inboxCon-sume

Video call

Text with added pictures- MMS use case

Send messages as if from existing re-mote mailbox

Create

Text with added voice - Push to Talk use case - Audi sharing use case(VOIP)

Add/view attachments in messagesDis-cover

Text with added videoBe notified of new messages when they arrive

Text with added files - File sharing use case

Migration towards simplified user modes on device

Rich call scenario more likely to start with TextNext Scenario

Voice Call Video Call Conference call

Share multi-media Collaborate

Text message Share media Voice/Video Call Collaborate & Play

New Definition

New Space(2)

Background 4. Conclusion : Strategic Approach

13

1. Avoid fragmentation – ensure mobile community is included2. Simplify the user experience3. Use Mobile UMS as basis for future Converged IP Messaging platform

Mobile UMS in Device Perspective

interworking with MMS is straightforward

Interworking with SMS requires a change in network

- To handle conversion of SMS headed to an IM phone

IM platform to IM platform interworking across operator boundaries

- Interworking with SMS and MMS where interconnect agreements do not exist

Interworking with SMS, MMS and other operators

TO BEEmbedded and usefully integrated - High level surfacing of messaging interface - Idle screen presentation - No login process, always on

Messaging Experience based on device-resident GUI/ app framework - Flash/svg, ECMAscript, Ajax etc

Updateable over the air - To keep features refreshed

AS IS

Device manufacturer or third party client - Embedded, preinstalled or downloadable - Typically Java, Symbian, Windows Mobile etc.

Selected in the phone menu

Logic process, not instant on

Future of Current ap-

proach

Conclusion

Strategic approach

14

Appendix

Mac OS for UMS MS Office for UMS