MWC Presentation: World of Applications, Hugh Bradlow, Telstra
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1) Applications are important to both users and telecommunications companies. 2) Smartphone sales are growing rapidly but still make up a small portion of total mobile phone sales globally. 3) Games are the most popular and downloaded paid and free apps for smartphones like iPhone. 4) Telstra is investing in expanding and upgrading its mobile network to support more data usage and faster speeds from applications.
MWC Presentation: World of Applications, Hugh Bradlow, Telstra
- 1. World of Applications Hugh Bradlow Chief Technology Officer Telstra Corporation Limited, Australia
- 2. Who do applications matter to? © Telstra Corporation Limited 2010. All rights reserved
- 3. Total global mobile sales 1.13B units in 2009 Smartphones are just 15% of the total mobile sales Source: IDC, 4 Feb 2010, http://www.idc.com/getdoc.jsp? containerId=prUS22196610 © Telstra Corporation Limited 2010. All rights reserved
- 4. Apps make it easy for the user Most Downloaded Paid iPhone Apps Most Downloaded Free iPhone Apps Games Have Largest Share by Far Games Still Lead but Not as Dominant Source: "The Mobile Internet Report" Morgan Stanley Research, December 2009 © Telstra Corporation Limited 2010. All rights reserved
- 5. © Telstra Corporation Limited 2010. All rights reserved
- 6. Enabling applications © Telstra Corporation Limited 2010. All rights reserved
- 7. Service Management Activation Assurance Reporting Billing GPRS BSC HSPA Wireless Core Radio Access Application Network Application Servers & RNC Databases IP Enablers SGSNs GGSNs Core Shared Service LTE Enablers & APIs © Telstra Corporation Limited 2010. All rights reserved
- 8. Telstra’s Next GTM HSPA+ network is larger than any 2G network in Australia More than 6,900 base stations More than 2.1 Million square kilometres Coverage to 99% of Australians Excellent in-building coverage Peak Network Speed: 21Mbps/5.8Mbps* Deployed at 850MHz HSPA+ roadmap to 42Mbps + HSPA+ across the footprint Low Latency *Actual customer downlink and uplink speeds lower. Typical users speeds 550kbps–8Mbps in Capitals & major regional areas + Actual customer downlink speeds lower. Compatible devices expected to be commercially available mid 2010 © Telstra Corporation Limited 2010. All rights reserved 8
- 9. * All numbers are theoretical maximum network download speeds and subject to equipment availability. Customer speeds are lower Source:3GPP Broadband Evolution to IMT-Advanced (4G) Peter Rysavy, Rysavy Research, September 2009 WAP Portal Mobile Web Portal © Telstra Corporation Limited 2010. All rights reserved
- 10. Smartphones Feature phones © Telstra Corporation Limited 2010. All rights reserved
- 11. Embedded applications Web browser Loaded content Embedded & loaded • Voice • HTML, XHTML, WML • Applications, games • Messaging applications applications • CSS • Music, videos • Contact list • JavaScript, AJAX • Widgets • Email , calendar • RSS • … Software • Camera etc. Java ME Flash / Flash Lite Widget frameworks Operating System Operating system Device drivers Telephony Location Networking DRM Memory management CPU + GPU if present Battery Antennas Device & radio Cellular radios Accelerometer (Touch) Screen Hardware Other radios (BT, WiFi, NFC) Proximity sensor Keypad, if present Camera sensor + optics Light sensor GPS SIM/USIM Device identity Encryption algorithms Contacts Memory STK & JavaCard Applications © Telstra Corporation Limited 2010. All rights reserved 11
- 12. Industry models © Telstra Corporation Limited 2010. All rights reserved
- 13. $ Value Investment (as perceived by customer) Applications Applications Service Service Control Control OSS OSS Core Core Access Access Values are indicative only Slide 13 © Telstra Corporation Limited 2010. All rights reserved
- 14. © Telstra Corporation Limited 2010. All rights reserved
- 16. © Telstra Corporation Limited 2010. All rights reserved
- 17. Headset & Desktop Transponder Single Use Ear Sensors EVestG Diagnostic Report Multi-axis Tilt Chair © Telstra Corporation Limited 2010. All rights reserved
- 18. © Telstra Corporation Limited 2010. All rights reserved
- 19. • “Shopping centre” owner • Build the best networks that enable applications to operate well • Do this in partnership with technology suppliers: – But there is more to building the network than installing equipment or owning base stations – It is about the overall user experience on the network which is determined by the engineering design that goes into managing coverage and capacity, ensuring that all the pieces of the ecosystem work together • For example HSPA+ introduction with Ericsson, Qualcomm, Sierra Wireless © Telstra Corporation Limited 2010. All rights reserved