OMA-MEM-2005-0045-Business_Model_Study
Business Model Study in Mobile E-mail
Submitted To: MEM
Date: 23 Sep 2005
Availability: X Public
OMA Confidential
Contact: Lijun Zhao, [email protected]
Source: China Mobile
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© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #1
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Outline
• Overview of Mobile Email Market
• Value Chain
• Business Model Analysis
• Service Strategy and Standardization
• Expectations
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
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Email is one of the most important Internet
applications
Email
News
Search engine
Software downloading / uploading
Webpage information
Online chatting
BBS, Community forum
Personal website hosting
E-Government
Internet games
Online purchasing
Short message
Online education
E-magazine
IP Telephone
Online Hospital
Online Banking
Stock trading
85.6%
62.0%
65.0%
37.4%
49.9%
42.6%
20.8%
4.9%
2.0%
15.9%
6.7%
2.3%
6.3%
7.3%
1.0%
0.6%
5.1%
3.4%
Online auction
0.7%
Ticket / Hotel reservation
0.5%
Online Video Conference
0.4%
VOD
3.9%
Living broadcasting
2.2%
Multimedia entertainment (MP3, FLASH, etc.) 8.0%
Telnet
0.7%
Information promulgation
2.3%
Online promotion
1.3%
Online sales
1.6%
Informatized system（ERP, CRM, SCM) 0.6%
Online recruitment
3.5%
Internet database
0.8%
School/class mate BBS
14.8%
Others
0.2%
source: Gartner data
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
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Statistic for Applications
Types of email accounts that are used
most frequently
Accounts provided by working organizations
Individual free accounts
Individual charged accounts
Accounts presented by others
Others
No email account yet
11.0%
81.3%
5.8%
1.0%
0.3%
0.6%
Emails will be sent to
Family people
Relatives
Friends
School/class mates
Colleagues or work mates
Others
21.7%
16.6%
73.2%
54.6%
65.8%
0.9%
Aspects that charged email users consider
the most
Reliability
36.8%
Speed
7.3%
Security and stability
30.4%
Capacity
8.5%
Multiple receiving modes (POP3/Mobile Phone) 3.4%
Anti-Virus
2.7%
Spam filtering
4.5%
Do not care
3.3%
Others
3.1%
source: Gartner data
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #4
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Now we focus on...
Mobile Email meets all requirements:
Mobility, Safety, Real time
Wireless
Mobile Email
CONVERGENCE
Computing
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
Internet
OMA-MEM-2005-0045
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Mobile Email Market in China
• Mobile Email market data：
•
Email amount : 20/day/person
Email size : 4～20K
• Email receive time (based on GPRS) : 10s
• Read Attachment on mobile terminals : <10%
•
• Mobile Email forecast
Enterprise market
• Mass market
•
Enterprise Market
Mobile Email users
50000
1200000
40000
1000000
800000
30000
600000
20000
400000
10000
200000
0
0
2005-2006
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
2006-2007
2007-2008
OMA-MEM-2005-0045
Slide #6
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Mobile Email shall have great impacts in the
next few years
Mobile Email applications
Customers
MNC
Secure
Mobile Email
Large/medium SOEs
Small/medium
Enterprises
Public users
Non-secure Mobile Email
,WAP push,
MMS Email, SMS mail notification
MNC: Multinational Corporation; SOE: State-owned Enterprise
Different Market segmentation for all kinds of Mobile Email Applications
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #7
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Value Chain
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #8
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Enterprise Market
Enterprise Customer Mobile Email Value Chain
User
Device
Vendor
Solution
Provider
Carrier
Enterprise
In corporate market, five players are involved in mobile
email service.
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #9
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Mass Market
Consumer User Mobile Email Value Chain
User
Device
Vendor
Carrier
Solution
Provider
SP
mailbox
In mass market, five players are involved in the service.
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #10
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Business Model Analysis
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #11
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Mobile Email Logical Architecture
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
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Business Model A
Operator
Mailbox
GSN
Mobile email
Proxy
Mobile
Network
Internet
TCP/IP/HTTP
Value
Chain
Proxy owned and managed by SP
Note: Today in proprietary solutions, proxy is typically the NOC (Network Operating Center)
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #13
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Business Model A (cont.)
Carrier
NOC Hardware
NOC Solution platform
NOC Management
NOC Service Operation
Marketing
Sales
Presale
On site tech support
1st line Customer Service
2nd line Customer Service
Billing
Solution Provider
v
v
v
v
Enterprise
v
v
v
v
v
v
v
Solution provider leads the business because of the NOC, solution
platform and branding ownership.
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #14
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Business Model B
Operator
GSN
Mobile email
Proxy
Mobile
Network
Enterprise
Internet
Push Mail GW +
mail server
Value Chain
Proxy owned and managed by enterprise
Note: Today in proprietary solutions, proxy is typically the NOC (Network Operating Center)
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
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Business Model B (cont.)
Carrier
NOC Hardware
NOC Solution platform
NOC Management
NOC Service Operation
Marketing
Sales
Presale
On site tech support
1st line Customer Service
2nd line Customer Service
Billing
Solution Provider Enterprise
v
v
v
v
v
v
v
v
v
v
Enterprise controls the whole project because of the buy side position.
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #16
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Business Model C
Operator
Mailbox
GSN
Mobile email
Proxy
Mobile
Network
Internet
Mail GW
TCP/IP/HTTP
Value
Chain
Proxy owned and managed by carrier
Note: Today in proprietary solutions, proxy is typically the NOC (Network Operating Center)
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #17
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Business Model C (cont.)
NOC Hardware
NOC Solution platform
NOC Management
NOC Service Operation
Marketing
Sales
Presale
On site tech support
1st line Customer Service
2nd line Customer Service
Billing
Carrier
v
Solution Provider Enterprise
v
v
v
v
v
v
v
v
v
v
Carrier leads the business because of the NOC ownership and
standard definition.
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #18
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Pros and Cons for Operators
Pros
Model A
Cons
•Service / support can outsourced to third party
•Service provided by third party (no branding)
•Benefit from the traffic fee
•Shared revenue / licenses
•Limited control over service quality
•First line for customer complaints
•Security is TBD and must be carefully reviewed
Model B
•Increased traffic without needing operator
•No service branding
investment
•Limited control over service quality
•Can build relationship / packages with
•Segmental market
enterprise
Model C
•Unified service branding
•Bit pipe
•Need enterprise sales channels to offer service
•Maintain customer relationship
•Can provide more services
•No additional licenses
•Security controlled by operator
•Service quality controlled by operator
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #19
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Preferred Deployment Model
Email Server
Mobile Email
Proxy
GPRS,
UMTS
RAN
Mobile Email
GW
Enterprise/SP
Carrier
GPRS,
UMTS
RAN
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #20
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Preferred Business Model
• Service Providing
• Operator provide platform and service
• Business Supporting
• Operator maintain
the system
• Partner provide background service and support.
• Business Charging
• Operator set up the tariff system and charge the service
• Marketing expansion
• Operator cooperate
with all partners to develop the whole market.
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #21
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Service Strategy and Standardization
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #22
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Terminal Strategy
•
Stage 1:Proprietary device/client
•
•
•
•
Solution differentiation
Lock in effect
Stage 2:Carrier standard(OTA download )
•
Avoid lock-in effect by vendor
•
Low maintenance and switching cost
Stage 3: International standard ( native client )
•
•
Device vendor take care the client side effort
More device support
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #23
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Platform Technology Strategy
•
•
Vendor proprietary solution
•
Not favored by carrier
•
Accepted by some enterprise
Carrier standard
•
•
Not favored by solution vendor because of the effort to adapt to
carrier’s standard
International standard
•
Welcomed by enterprise and carrier
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #24
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Expectations
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #25
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Push standardization work together
• International standard body defines open standard as soon
as possible
• Device vendor build-in standard conformance native push
email client in their mobile device
• Deploy solution ASAP in the meanwhile based on open
specifications (e.g. P-IMAP) with clients that can be OTA
upgrade to follow the standard once stable
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #26
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Thank You
© 2005 Open Mobile Alliance Ltd. All Rights Reserved.
Used with the permission of the Open Mobile Alliance Ltd. under the terms as stated in this document.
OMA-MEM-2005-0045
Slide #27
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