Designing viable business models for context-aware mobile services

Technologies of 3G and beyond open up new opportunities to develop and commercialize context-aware services that utilize information like user location and social context. Although initial expectations were high, the adoption and diffusion of context-aware services have thus far been limited. Existing literature points to failing business models to explain part of the disappointing uptake. However, most authors focus on the factors that explain failing business models rather than providing practical design issues to improve business model viability. This paper fills this gap by specifying generic mobile business model design issues for the domain of context-aware services. As such, we provide a well-grounded, holistic overview of design issues that are the most critical in developing viable business models for context-aware services, based on interviews with eighteen esteemed practitioners and academics in the mobile services domain, at CEO and Professor level. Our findings indicate key challenges in the service domain (i.e. defining value adding elements, specifying target groups and generating trust of consumers in the service), the technology domain (i.e. integrating emerging technology platforms and safeguarding privacy and security), the organizational domain (i.e. division of existing and new roles in complex value networks, openness of the value network towards new service providers and governing the activities in the value network) and the financial domain (i.e. pricing; dividing costs and revenues and combining multiple revenue models). Our research has scientific implications, because it applies generic mobile business model theory to the context-aware services domain. In addition, we provide practical clues to practitioners with regard to the design issues on which they should focus while developing more viable context-aware business models.     

3G移动数据多媒体业务发展浅析

3G业务的发展方向是提供数据多媒体业务，数据业务是3G未来的关键业务。移动多媒体业务的成功必须具备客户体验、电信运营和技术支撑三项基本的商业原则。目前全球发展3G数据业务存在着服务质量差、费用高的问题，需要建立新的商业模式，推出一些重点业务。     

Voice and Internet Multimedia in UMTS Networks

Voice telephony is the predominant service on today's cellular mobile networks, in terms of number of customers, revenues and network usage. However, it is difficult to predict how long this will be the case given the rising demand for new Internet multimedia services. It is therefore essential that 3rd generation (3G) mobile networks support a voice telephony service, but also that these networks are also capable of providing Internet multimedia services using the same technology.This paper provides an overview of how voice telephony is provided in the initial phase of the universal mobile telecommunications system (UMTS). It then describes how this is expected to evolve in later phases — so that voice telephony becomes one of a large number of multimedia services provided from a common Internet protocol-based mobile network.     

B3G移动通信系统的研究框架

和3G移动通信系统的业务相比，B3G移动通信系统的业务具有显著的特征，如：分组数据业务占优、业务类型显著增多、业务规模显著增大、传输峰值速率显著提高、业务传输速率的动态范围显著智大、业务在空间和日寸间上的分布差异显著增大、业务请求常发生在高速移动的交通工具中等。为了适应B3G系统的业务需求，B3G系统必须在网络结构、空中接口方案、无线资源分配策略，乃至电波频段和射频技术等方面都有全新的改变。因此，B3G移动通信系统的研究应当重点包括以下几个方面的内容：广义蜂窝通信网络理论与构造方法、充分利用空间资源的MIMO无线通信传输理论、无线通信资源与新型空中接口适配方法、新型迭代式编码调制与自适应链路技术、新型天线与射频技术等。     

全球3G业务发展与展望

2009年在2G业务发展趋缓的情况下,3G业务发展开始提速。其特点是应用范围不断扩大,中心由话音转向数据,且由通信类向媒体、娱乐和商务类等转移。此外,3G增强型技术对应用提供了更多支持,促进了移动互联网的发展。手机应用软件商店成推动业务应用的平台;业界着手规划基于LTE的新应用未来引人关注。     

Ethernet-based public communication services: challenge and opportunity

Enterprises and residential customers increasingly take advantage of more sophisticated applications and evolve their business models. At the same time service providers face declining revenues from existing connectivity services. SPs respond to these trends and start to offer highly customized, high-bandwidth network services that complement and interwork with their existing leased line, ATM, or frame relay offerings. Ethernet is quickly becoming the customer UNI of choice. Ethernet, being a packet-based technology, complements IP-based services such as content, voice, data, video, and additional value-added services over a high-speed access connection. Ethernet also provides a flexible high-speed connection to the SP network and eliminates access bottlenecks. Using Ethernet as the common access interface, providers can employ flexible transport services that enable additional value-added services at layer 3 and above. At the same time the rollout of Ethernet services also challenges the installed base, given that bandwidth per customer is usually much higher and additional attributes for tight SLAs apply. This calls for an updated approach to network deployment and rollout: networks need to be planned and built in a service-centric fashion. Starting with a brief look at the driving forces for Ethernet-based public communication services, this article identifies five generic services for Ethernet MANs/WANs and discusses related deployment issues of the different service options, such as the degree of customization, geographic reach and bandwidth profile of the service, as well as evolution aspects of the installed base.     

Pricing model for internet-based multi-class Video-On-Demand(VOD) services

This paper presents an optimal Pay-Per-View (PPV) price decision model for maximizing an Internet based Video-On-Demand (VOD) service provider’s revenues, taking into account the service provider’s service quality and consumers’ willingness to pay. The model considers multi-class VOD services with differentiated qualities and determines the optimal price for each class through simulations. The simulation results show that as long as all the multi-class services have non-zero demands, the differential pricing system provides more revenues than the uniform pricing system that prevails in the current VOD market. To test the robustness of the model, simulations were performed with gradually increasing customer demands or system workloads. The simulation results show that even with substantial customer demands or system workloads, self-adjustment mechanism of the model works and the system reaches a stable status in equilibrium. This paper also presents a numerical example of guaranteeing Quality-of-Service (QoS) through pricing strategies as a short-term measure.     

Biased choice of a mobile telephony tariff type:: Exploring usage boundary perceptions as a cognitive cause in choosing between a use-based or a flat rate plan

Most mobile network operators provide newly acquired or existing customers with the possibility to choose between a monthly flat rate for unlimited voice calls and pay-per-minute price schemes. Consumers who maximize their utility should select the tariff type that leads to the lowest invoice amount given their anticipated service usage volume. However, previous research looking at users of fixed network telephony, broadband Internet access and other services suggests that a significant share of consumers prefers a flat rate to use-dependent price plans even though their invoice will be higher. One cognitive explanation for such biased choices is that consumers consider the ratio of the likelihood of calling enough to justify a flat rate to the probability of not calling enough to save money with a fixed price (= “ratio rule”) when choosing between the two tariff types. In this assessment they overestimate the first likelihood in proportion to the second one. Drawing on a sample of 203 mobile telephony customers in Germany the present study shows that mobile users are biased in favor of a flat rate because they overestimate their future call usage and behave in line with the “ratio rule” when choosing a tariff type. Correlates of cognitively biased tariff choices are explored. With regard to pricing practices it is concluded that managers should not follow the temptation to exploit the overestimation bias in designing pricing and advertising policies pushing customers into fixed price schemes, which do not fit their actual calling patterns.     

基于QoS的3G网络系统设计与研究

为了有效地解决无线通信网络在宽带业务不断增加时产生的拥塞问题,提出了将区分服务模型应用于第三代移动通信网络以满足不同业务对QoS的需求。详细分析了区分服务模型的关键技术以及区分服务模型的系统结构,将区分服务模型和第三代移动通信分组域核心网系统结合起来,设计了支持QoS的第三代移动分组域核心网络。实验表明提出的模型较好地解决了第三代移动网络分组域核心网的QoS问题,提高了对不同业务的服务质量。     

3G移动数据业务商业运营模式初探

移动数据业务对3G运营商至关重要.运营商经营移动数据业务的基本原则是:自主建设基本应用平台,对于数据应用需要与应用/内容提供商合作提供,独立提供应用单一的数据业务,自主建设数据应用支撑系统.不同移动数据业务的商业运营模式不同,根据市场、业务、伙伴关系、运营商自身等因素,可以将移动数据业务的商业运营模式分为四种类型:直销型、主动型、认证型、转售型.移动运营商要针对每类商业模式,制定具体的游戏规则.     

Demand forecasting for the 5G service market considering consumer preference and purchase delay behavior

Unlike previous mobile communications technologies that centered on service subscribers, 5G mobile communication (5G) is expected to converge with various industry fields such as transportation, manufacturing, and construction, thereby stimulating innovation and generating significant ripple effects. At a time when 5G commercialization is incipient, it is necessary to understand mobile communication service users who are likely to be important initial users for the creation and diffusion of 5G services. The current study analyzed consumer preference for 5G services based on conjoint survey data and a mixed logit model, and we conducted a market simulation based on the estimation results to determine the impact of 5G technology development on the 5G market, specifically regarding the mobile communication fields. In addition, this study derived consumer purchase delay factors for 5G services using an ordered logit model. The results show that consumers delay the adoption of 5G services mainly because of the cost and lack of need. By considering the consumer purchase delay, it is estimated that the acceptance rate of 5G services by consumers will decrease by more than 50%; this is because it is hard to conclude a purchase delay of more than one year leads to an actual purchase. The results of this study suggest important strategic implications that are likely to reduce the purchase delay of consumers, improve the actual adoption rate, and increase the diffusion of 5G services.     

移动互联网业务发展探讨

文章针对移动互联网典型业务、关键技术、运营模式等热点问题进行了讨论,认为未来3G网络能力的提升,使得移动互联网不再是简单的＂移动网＋互联网＂,将对传统互联网的业务模式带来巨大改变;Mashup、移动Widgets等技术的发展可以为用户提供更加优质的服务,提供新的商务模式,为包括运营商、设备提供商、内容/服务提供商（CP/SP）、互联网应用提供商等相关参与方带来收益;移动网络与互联网之间既存在内容与服务层面的竞争,也存在相互的合作,移动互联网业务创新中应突出移动应用特色,避免与传统互联网业务同质化。     

Economics of residential broadband access network technologies andstrategies

This article presents a techno-economic assessment of the evolution of the access network segment toward broadband data service delivery, including in-depth sensitivity analysis of key issues faced by the infrastructure providers. The line costs and payback periods of different access network technologies for infrastructure broadband upgrades are examined, subject to variation in parameters like the existing infrastructure, the broadband take rate, civil work costs, revenues, and rollout year. The work should enable establishment of guidelines for broadband infrastructure upgrade strategies     

An Analysis of Consumer Preferences among Wireless LAN and Mobile Internet Services

Wireless data communication (WDC) services are increasingly penetrating the market. The two main alternative WDC technologies are wireless LAN and mobile Internet. Services based on these technologies display differences in quality attributes such as terminal device, data transmission speed, pricing scheme and so on. How consumers choose between these two alternatives will be determined by their preferences regarding such quality attributes. In turn, their preferences will affect the evolution of WDC services and related technologies. This study employs a conjoint analysis of consumer valuations of quality attributes of wireless LAN and mobile Internet services. Respondents rate hypothetical service alternatives featuring various combinations of quality attributes. By estimating consumer willingness to pay for the attributes of WDC services, the authors predict the evolution of WDC services and related technologies along various quality dimensions, make a comparison with the results of a previous study, and draw policy implications for national‐and company‐level R&D strategies.     

A new model for service and application convergence in B3G/4G networks

4G mobile communication networks encompass heterogeneous technologies that can be categorized at different levels according to their access coverage. Personal area, body area, and ad hoc networks are defined at a personal level, WLAN and UWB are examples at a local/ home level, and 3G technologies such as UMTS are technologies at a cellular level. In spite of their heterogeneity, these technologies shall be seamlessly integrated in 4G networks, naturally creating an open architecture. By openness we mean that the network architecture is divided into different layers, and the communication between these layers is performed through open interfaces or APIs. Although this open integration between 4G technologies is normally presented at the lower layers (connectivity and control), integration at the upper layers (service and application) is equally important. In this article we present a new model for service and application integration in 4G networks. This model generalizes the different service and application creation environments defined for each of the previously mentioned technologies, providing a uniform and interoperable framework for 4G services and applications. The model is based on a hierarchical architecture that provides compatibility for services in different technologies and at the same time is able to capture the specific details for each particular technology. The model also defines how 4G applications should be specified. In the last part of this article we present a testbed we have implemented in order to validate this model.     

海外运营商家庭用户发展策略

移动运营商面向家庭用户开展业务创新,很重要的一个因素就是接入带宽。KDDI建设F1TH网络。为家庭用户提供固定移动捆绑的全业务服务;英国H3G在缺乏固定资源的情况下,依靠3G技术实现移动宽带接入,注重移动互联网的发展并实行了包月制资费策略。两种方式均可为我国运营商所借鉴。     

光传输网的演进及其在3G网中的解决方案

3G网络是一个以数据业务为中心,支持语音、数据和多媒体业务融合的全新网络。而传统的光传输网络存在配置复杂、带宽利用率低、成本高、网络和业务扩展性差等缺点,无法满足3G网络的需求。而随着多业务传输平台（MSTP）、波分复用（WDM）和自动交换光网络（ASON）等技术的引入,上述这些问题能够得到较为满意的解决。3G接入传输网络的主要解决方案是基于同步数字体系（SDH）的MSTP技术,核心传输网络的主要解决方案是ASON＋WDM技术。     

IPRAN部署方案研究

随着移动通信2G向3G技术的演进,以话音为主的移动业务向着话音和数据业务并重的方向发展,移动互联网的新型业务以及电信运营商的全业务拓展需求推动着移动业务和承载网络的IP化进程。本文介绍了IPRAN的发展背景,对关键问题进行了分析。同时,对主流的IPRAN技术做了一定的介绍;特别针对PTN的技术原理以及组网策略进行了论证。在此基础上,讨论了全业务运营环境中,如何以IP RAN作为切入点来构建一个融合承载移动、视频及宽带等综合业务的承载网络架构。最后,通过某电信运营商的实际网络部署策略方案为案例,对IPRAN网络部署策略做一定阐述。     

新型城域综合传输网的构建及其成本优化

基于同步数字体系(SDH)之上的综合业务传送平台(MSTP)已成为运营商建设多业务城域网的首选.技术的发展、层出不穷的新业务迫使人们对 MSTP进行频繁的更新换代.一方面,围绕数据业务的优化改进促使一系列新技术如链路容量调整方案(LCAS)、通用成帧协议(GFP)、多协议标签交换(MPLS)、弹性分组环(RPR)等不断走向商用;另一方面,如何与即将开展的大规模3G传输网络建设相结合,低成本、高效率地为3G业务提供更好的传送通道,并进行相应的优化,这已经成为MSTP必须面对的问题.     

My generation [third generation wireless mobile communication]

As the introduction of third generation (3G) mobile communications systems is expected to be evolutionary rather than revolutionary it is vital to establish a solid business case for 3G. The old business model of `coverage, coverage, coverage' will evolve to one of `capacity, capability and content' and a thorough evaluation will have to be made of the volume of expected usage, the value that customers will expect for their money and the variety of services that can be offered. The author discusses the business case for 3G and concludes that it will have to embrace `my generation' thinking, i.e. the need for equipment and services to be personalised