移动商务及应用 -临时分类-

移动商务及应用内容提要移动商务概述移动通信网络及终端的进展移动业务和服务进展移动商务模式分析几个应用案例问题和讨论移动商务概述–含义差异电子商务

Electronic

Commerce强调信息处理及互联网技术应用。以信息技术应用，变革信息交互方式和工作流程、追求经济“效率”。U无线电子商务

Wireless

Electronic

Commerce强调无线通信技术应用以无线通信技术手段，扩大商务活动范围、降低交易成本。U移动商务

Mobile

Commerce强调移动智能终端应用以移动智能终端技术，实现随时、随地、随意的沟通，营造工作、生活、娱乐的科技时尚。移动商务概述–为什么要无线移动通信？无线移动通信带给我们：UbiquityReachabilitySecurityConvenience无处不在实时可达安全可靠便捷随身Localisation

定位服务

Instant

Connectivity即时连接Personalisation 个性服务移动商务概述–移动商务的研究内容客户需求研究消费服务对象（年龄、职业、个性爱好）商务服务对象（销售、服务、后勤管理）市场成长研究商业价值链市场推动因素技术基础及条件无线网络(GSM/CDMA)数据服务(SMS/USSD/MMS/STK/J2ME/WAP/HTMLBrowser)移动终端(Smartphone/PDA/Palm/PocketPC)应用支持平台(安全平台/统一接入/移动门户/移动支付）内容服务平台(XML/WML/HTML)个性化技术（定制服务）定位技术(GPS/BTS

Network)个人应用解决方案银行、保险、证券、购物、消费、娱乐、个人信息管理等商务应用解决方案办公、零售、客户服务、物流、远程监控、作业分配、移动寻检等移动商务概述–问题？你认为国内移动商务领域有什么：市场特点？市场机会？热点问题？发展障碍？移动商务概述–我们面临的问题行业市场化（解决高业务收入下的不充分竞争）移动终端高价格、高利润IT市场泡沫后的期望和信心恢复业务融合和运营合作的建设现有投资（运营商、商家及消费者）的收益保护网络增值服务移动终端平台技术无线信息安全移动支付和信用管理平台行业应用专家及解决方案服务内容提要移动商务概述移动通信网络及终端的发展移动业务和服务进展移动商务模式分析几个应用案例问题和讨论移动通信网络及终端的进展–网络建设AMPSTACSNMTDAMPSDigital

AMPSTDMABased

on

AMPS

spectrumAn

enhancement

to

DAMPSGSMDeveloped

in

EuropeA

variation

of

TDMAGPRS

An

overlay

network

forTDMA

&

GSM

systems1

st

phase

of

3

GProvides

increased

data

capacityCDMACDMA2000

1xRTTAn

Enhancement

to

CDMA1

st

phase

of

3

G

Provides

increased

datacapacityEDGECDMA2000

3xRTT

Open

air

interfacethat

offers

higherdata

rates19902001200219802

nd

Generation1

st

Generation2

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rd

Generation

An

open

air

interfacethatoffers

higher

data

ratesWCDMA

Open

air

interface

andnetwork

upgradeRoom

1Room

3Room

2FDMAFrequency

Division

Multiple

Access:Analoge

air

interface,

each

conversationuses

a

different

carrier

frequencyRoom

1Room

2t1t2t1t2TDMATime

Division

Multiple

Access:

Analoge

air

interface,

frequency

carrier

idivided

in

timeslots,

each

conversation

usa

timeslotGSM

is

TDMA

(with

8

timelslots

per

carrier)Different

Languages

(Codes)CDMACode

Division

Multiple

Access:

Analoge

air

interface,

frequency

carrier

idivided

in

by

using

codes.

Each

eachconversationuses

aa

different

uniquecodUMTS

is

based

upon

CDMA

principle移动通信网络及终端的进展–RF传输技术的进步VoiceSMS“Push”customized

dataStock

quotesSports

scoresHeadlinesMMS/WML/XHTML/HTMLOnline

GamingAudio/Video

ClipsFull

e-mail

and

graphics

enabledFile

transfersE-commerce

–

e-ticketing,

e-bankingSyncML

based

PIMVideo

conferencingVideo

messagingMedical

imagingMobile

office

–Internet/Intran•etLocation

based

servicesaccessNavigationHigh-speedfile

transfersWirelessVoice

&

MessagingMobileComputingMobileMultimediaYesterdayTodayTomorrowCompetitive

advantage

and

enhanced

productivity

through

applications移动通信网络及终端的进展–通信业务类别移动通信网络及终端的进展–应用的带宽需求Source:

McKinsey

QuarterlyWAP,

Java,Palm,Linux,

Win

CE,SymbianVertical

Markets

->

Business

Market

->

Consumer

MarketApplicationsVerticalsMarketsNowMovingHorizontalPersonal

communication

and

information

management1999

2000

2001

2002

2003

2004……WCDMA/

3

XRTT:

384

kbps

-

2

MbpsEDGE/

1

XRTT:

64

-

384

kbpsHSCSD,

GPRS:

20

-

100

kbpsCSD:

14

.4

kbpsRAM,

Ardis,Paging,

CDPD,

SMSUser

AppliancesVoice/Data/MultimediaConvergenceNetwork

EvolutionUbiquitousPacketCoverage移动通信网络及终端的进展–应用的演变EDGEEDGE

is

considered

anear

3G

standard

since

it

meets

the

384

kbps

requirements

but

not

2

mbps.1st

Generation

2nd

Generation

2.5

Generation3rd

GenerationPhone

callsPhone

callsVoice

mailCall

line

displayWAPAnalogue

technology

•

Analogue/digital

dual

mode

•

Multi-modePhone

calls/faxVoice

mailCall

line

displayLarge

message

serviceShort

Message

Service

(SMS

)•

WEB

browsing•

========================

•

=====================Data

Speed

9

.6

–

14

.4

kbpsMulti-mode

(global

roaming)Phone

calls/faxSend/receive

large

emailHigh-speed

WEB

accessVideo

conferencingMultimedia•

=======================Data

Speed

64

–

144

kbps

•

Data

Speed

144

kbps

–

2

mbpsHandsetPersonalInformationManagerPersonalCommunicatorHandheld

PCLaptopPCLow

EndHigh

EndVoice

and

SMSDataVoice

and

DataDataData移动通信网络及终端的进展–终端的演变200020012002200320043

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a

rd移动通信网络及终端的进展–一个高端产品线示例AirInterface:

Tri-band

GSM/GPRS

(800/900/1800MHz)Color

Screen:

2.5

inch,

QVGA

240x320,

64K

colorUser

Interface:

Touch

Screen

(with

stylus),

Hand

Writing,

Virtual

KeyboardPlatform

Software:

Linux

OS,

QT

UI

package,

KVMCPU:

>200

MHzMemory:Total:

64MB

Flash,

32MB

RAMJava:

8MB

Flash,

600KB

RAMSD/MMC

Card

SupportApplication

Environment:

Embedded

C,

JavaJavaMIDP

2.0:Extensions

for

JSR-120and

PhonebookAPIsIntegrated

Applications:

Calendar,

Contacts,

Email,

Notes,

Tasks,

MMSAudio/Video:

Polyphonic

Audio,

MP3,

JPEG,

GIF,

etc.Integrated

CameraSynchronization:

SyncMLConnectivity:

IrDA,

Bluetooth,

Serial,

USB,

OTA

downloadApplication

Security

Support:

SSL/VPNHTML/WML

Browser

SupportMicrosoft

Office

Support移动通信网络及终端的进展–移动商务终端要求(GSM)BasebandProcessorApplicationProcessorInter-processorCommunicationLinkUART115kbps~920kbpsGPIO,

IRQSIMIrDAMMCUSBDisplayTSSAPAudio

&PowerManagementSensorRFSPIP_SPIS_SPICoCnEneBcutsorCE

BusBATI,

QFLASHFLASHSDRAM移动通信网络及终端的进展–HW

ArchitectureApplication

Manager

(Call,

Message,

Address

Book,

etc.)JVMApplicationApplication

EngineApplication

UIGUIWindow

ManagerDialog

ManagerWidgetTelephonyTATAPILinux

KernelApplicationLayerDriverLayerInfrastructureAPI

(Telephony

API,

Network

API,

Graphic

API,

etc.)DeviceMedia

ManagerAudio

ManagerPower

Managementalert

ManagerUARTIrDAUSBBluetoothFlashMemory

CardAudioHeadphoneSpeakerMicrophoneDisplayKeyboardFront

lightTouch

PanelHTTP/SSL/VPNTCP/IPNetworkPPPInter

Processor

CommunicationTEServiceLayer

GenerRaelsUotuirlcietMyanaDgaetFmaieblnaetsMeanagCeorn(nNeFcSt)ivity移动通信网络及终端的进展–SW

Architecture*

Data

source:

weekly

distributor

sell-through

report

from

the

third

partner

consultant移动通信网络及终端的进展–产品及平台市场分额内容提要移动商务的概念移动通信网络及终端的进展移动业务和服务进展移动商务模式分析几个应用案例问题和讨论Games

And

ChatFinancial

ServicesEnterpriseApplicationsE-MailCorporate

IntranetPersonal

InformationmanagementLocation

basedservices移动业务和服务进展–移动商务应用With

mobile

communications

reachingthe

mass

market,

network

operators

are

facing

decreasing

ARPU

(Average

Revenue

Per

User).

Priceerosion

for

mobile

voice

service

is

faster

with3rd,

4th

and

sometimes

5th

mobile

operators

having

entered

the

market

inmany

European

countries.

There

isa

common

understandingthroughout

the

industry,

that

within

a

2

to

3

year

period

mobile

tariffs

will

comedown

to

the

same

level

as

fixed

tariffs.

The

network

operators

must

continuously

implement

newservices

on

their

networks

ifthey

wantto

slow

or

turn

around

the

trend

of

decreasing

ARPU.Data

service

is

the

mobile

service

trend,

more

and

more

contribution

to

the

APRU

are

from

Data

services.The

current

data

services

can

be

used:

PIMSynchronization,

mobile

email,

EMS,

IM,

UMS,

MMS,

e-commerceSource:

Microsoft移动业务和服务进展–移动通信运营收益趋势Q104Q204H204GSM/CSDPreviousTD-SCDMANetworkServiceEnablingTechnologyMIDP

2

.0

+

CMCC

APIsWAP

1

.2

.1

WAP

2

.0WCDMA

Lab

TrialQ403GPRS/WLAN

CommercialWCDMA

Commercial

TrialH105

H205Java

CommercialMMS

CommercialCell

IAD-G

PS

TrialAGPS

CommercialPTT

TrialIMPS

TrialPTT

CommercialIMPS

CommercialSync

ML

based

PIM

Sync

TCroimamle

rcialSMS;

P2P

SMS;

Monternet

SMS;

Mobile

Bank;

Mobile

Stock;

168

IODMonternetCard

ServiceWAP:

“Baibaoxiang”(Java)

News&Weather;

Finance;Ring

Tone/Picture

download;

ChatFashion;Animation

&CatoonMMS:

P2P

MMS;

Monternet

MMS;

MMS

Email;

Monternet

AlbumWALK

E:

GRPS+WLAN

PCMCIA

CardLCS:

Cell-ID

(SMS

Based)移动业务和服务进展–CMCC

Services

RoadmapNetworkServiceEnablingTechnologyWAP

1

.2

&

OW

Proprietary

ThingsPlatformDual-

mode

Card

&

Dual

Mode

Phone

(CDMA/

GSM)

Spec.CDMA

IS

95

+

1

XPreviousTrialQ103Q3031

X

CommercialQ203WAP

2

.0

Over

1

X1

X

T

r1iXa

lE

V-

DV

trial*Q403

H104

H204U-

IMAP

CommerciaAld

d

SMIL;

v

Card,

v

Calendar,

QCELPGPS

One

Trial

GPS

One

CommercialBrewMIDP

1

.0

MIDP

2

.0OTA

SW

Upgrade

(Do

On

Go/

FitfCoonmem?e)rcTiraila

ltria

lBasic

Phone:

Voice

Call,

Supplementary

Service;

SMS,

UTK,

WAP

1

.1

service;

Wireless

Modem

for

PCUninfo

Card

ServiceFashion

FashionMulti-

media

Email,

WAP

1

.2B

rew;CaraokeFashionJava,

LCS,

CBS,

Voice

Mail,

EMS,

WAP

2

.0

service,,

MP

3

,extended

MemoryVertical:

PCMCIA

Card,

PDA

or

other

CDMA

1

X

TerminalMPEG

4PTT

trialCommercial

trialVideo

streaming

Video

telephoProfessional:

SMS,

UTK,

Multimedia

Email,

WAP

2

.0

service,

Java/

BrLCS,

M-

commerce,

CBS,

Voice

Mail,

EMS,

Digital

Compass,

E-

map.DRM(OMA

1

.0

+Unicom

ext.)E-

Commerce?移动业务和服务进展–China

UniCom

Services

RoadmapAfter

the

mobile

protocols

now

to

the

socalled

service

technologies.Service

technologies

are

platforms

for

offering

applications

and

services.

As

a

standard

language

for

data

communication

they

are

the

means

ofdisplayinginternet

contents

on

the

mobile

terminals.Examples

are:

SMS,

CB,

iMode

and

WAP

and

I’mgoing

to

focus

on

WAP

because

it

has

also

been

a

bigbuzzword

in

the

recent

past.

WAP

is

comparable

to

TCP/IP

in

the

wired

internet

world

and

is

basically

a

set

of

languages

and

specifications

that

enable

mobile

terminals

toload

and

display

information.The

socalled

WAP-gateway

is

the

most

crucial

interface

between

the

mobile

internet

and

the

wireline

internet

world.

It

receives

encoded

requestsfrommobile

terminals,

translates

them,

and

passes

them

on

to

internetor

intranet

servers

they

are

intended

for.It

also

translates

the

response

it

gets

back

from

the

internet

description

languages

HTML

or

XML

to

WML

the

description

language

of

WAPpages

and

send

the

encoded

response

back

to

the

mobile

terminal.0.0-.8.20.0-.2EmailWeather

forecastBankingDirectory/

Yellow

pageNewsInstant

MessagingMP3

music(Mobile)

TransactionQuotesFaxDatingTrafficAccess

to

data

centerWireless

Net

MeetingTicketingRingtoneGameGambleFlight

Check-inAdvertisementVideo-on-demandBulletin

board

Astrology

&

jokeZip

code Program

forecastAnimationTraffic

controlScreen

saverLottery

resultTimetablePhone

&video

clipLowappealNarrowappealHighappealBill

TransactionWideappealAttraction

to

the

customerAccess

to

Intranetand

InternetmCommerceverticalsTask

allocationTraveChat

lTravel/Location

Based.8Source:

MotorolaStudyEmphasis

to

the

customer移动业务和服务进展–关键应用分析移动业务和服务进展–预置应用Personal

InformationManagement

(PIM)

SuiteWeb

Browser

and

InternetEntertainment

PackageUtility

SuiteSystem

Applications移动业务和服务进展–联机交易支付应用Security

Financial

TransactionNetworksSwitchWirelessVPN

GatewayIPSecSSLAccount

HostSSL

SupportIPSecTCP/

IPVPN

ClientIPSecSSLTransactionHost移动业务和服务进展–多媒体内容服务移动业务和服务进展–零售和金融服务应用移动业务和服务进展–教育和科技应用移动业务和服务进展–游戏和娱乐服务移动业务和服务进展–个人信息管理和工具移动业务和服务进展–IT移动支持服务移动业务和服务进展–移动巡检和数据采集应用移动业务和服务进展–旅行和定位服务应用移动业务和服务进展-摩托罗拉成功案例内容提要移动商务的概念移动通信网络及终端的进展移动业务和服务进展移动商务模式分析几个应用案例问题和讨论SmartphoneWLANNetworksWLANAdaptor移动商务模式分析–应用网络结构MSC:

Mobile

Switching

CenterSGSN:

Serving

GPRS

Support

NodeGGSN:

Gateway

GPRS

Support

NodeBTS:

Base

Transceiver

StationBSC:

Base

Station

ControllerPSTN:

Public

Switched

Telephone

NetworkIntranet

domainSGSNSGSNGGSNPacket

BackboneBSCPSTNMSCMSCMSCMSCCircuit

SwitchedGGSNPacket

SwitchedBSTCarrier

Enabling

Infrastructures:SMSGW,

MMSCWAP

and

WAP-gatewaysJ2ME

OTA

ServerSyncML

PIM

ServerxHTML/HTML

PortalMicro-payment

and

Payment

GatewayLaptop

PCInternet

domain

Back

EndSystemsOn

the

value

chain,

Motorola

can

involve

in

several

key

procedures.The

key

cooperation

partners

are:

Operator,

Banks

and

Insurance,

ISP

and

ICP.CMCCUCCNCCTC移动商务模式分析–移动商务协同关系应用推广的三大驱动力:网络运营商虚拟运营商应用/内容提供商ApplicationSIBank

ServicesProviderCarriersTellersandTerminalsBusinessandConsumerINTERNETVSATBranchDDN/FRPOSATMPSTNThe

Cost

ofOut

SourcingSupportTrainingThe

Cost

ofMarketingCRMThe

Cost

ofBranchFinancial

DevicesNetworksPer

Transaction

(

10

:

5

:

1

)Free

ResourcesNetworksTerminals移动商务模式分析–移动银行应用受益分析ContentsTransactionContents

&ApplicationsRequirementProduct

designImplementationServicesUserSatisfactionApplicationBusinessModelTerminalVendorApplicationSolutionProviderChipsetVendorCarrierApplicationProviderCustomer移动商务模式分析–Ecosystem

of

the

m-commerceGSM

(SMS)UMTSHSCSDCDMAGPRS...COMMER-CIALIZATIONTIMELINEBANNERS

Colour

images

andsounds

(video/audio)Banner-type

of

adHigh

interactionRESTAURANTCountryChina

FranceItalyGermany

JapanTYPEDEscriptIONText

messagesBasic

SMS

pushLow

interactionMESSAGES·T

h

is

m

e

ss