W h i t e p a p e r. Mobile Content Delivery

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1 W h i t e p a p e r Mobile Content Delivery

2 1. Introduction Competition from different telecom operators, emergence of new technologies and falling revenue through traditional voice service had forced telecom operators to introduce new value added services. Content service is one of the successful VAS today in the market, which as improved the revenues of operator and created new industry groups providing content. 2. Mobile Content Evolution Evolution has very close relationship between the capabilities of device which present the content and bandwidth availability of operators who deliver the content. Content Evolution Advances in devices and Higher Bandwidth Availability has resulted in Rich Content Increased Complexity in Content Lifecycle Management Following diagram depicts the evolution across time line. Currently the content services offered in the market are wide range like wireless applications, ring tones, games, and concierge service. Deployment of these services becomes complicated when it has to support wide range of devices working with different technologies supported by operator. Each service also requires, relationship management with content developers, service providers or aggregators and device manufacturers. This requires a huge amount of investment and commitment from telecom operators. Page 2

3 3. Industry Outlook Industry currently has players with different capabilities and exposure to these value added services. Different players can be classified as follows. Telecom operators with multiple systems for providing these services in different markets. This group wants to consolidate the existing service and increase more number of services to increase ARPU. Operators provide the bandwidth and connectivity to end consumers of the content. Content Aggregators vary from Games aggregators, ring tone aggregators to aggregators who aggregate all types of contents. New players from associated business would also like to move into content aggregation (like SMS aggregators, Content producers). Aggregators add value by providing a common platform for content developers to sell and provide wide variety of content to consumers. Content developers and providers vary from small games developers to big brand names from different industries (like music, movies, sport, etc). Developers are the owners of content, with help of aggregators and operators they provide service to end consumer. Subscribers are the consumers in the industry. It is the subscriber likes and fancies which determines success and failure of the service. Major stake holders in Content Lifecycle Developers Aggregators Operators Consumers Typical model of business is revenue share among the stakeholders A Typical business flow: 1. The content is produced by developers 2. This content is accumulated and supplied to interested parties by large content aggregators 3. Telecom operators provide the bandwidth to the interested party for delivering the content to end customer. 4. End customer pays for the content The revenue is shared between content provider, aggregator and telecom operator Page 3

4 Following diagram depicts this flow pictorially Typical Requirements Lifecycle management of content from content ingestion, validation, subscriber experience and delivery Device Capability matching with content Support for new devices as soon as they are availble Flexible architecture for distributed downloading Feature rich Subscriber portal 4. Requirement / Pain Areas in Business Following sections discuss requirement/ pain areas of each of the player in the market. Content Developers / Providers Track the performance of content in terms of downloads and purchase. Get the details of hit ratio for the content. Provision for revenue sharing and settlement details. Content Aggregators Aggregate content from developers. Content Testing Page 4

5 o Quality o Validity o Device compatibility o Verify previews for different channels Easy marketing through campaigns. Price and sell the content through Mobile operator networks. Grouping of contents based on contents properties. Support packaging of contents within and outside similar content types. Supporting new contents with minimal of configuration when introduced to market. Integration of contents with partner content Aggregator. This is very common in market Lifecycle management of content o Upload of content with activation date o Expiry of the content to be specified. o Dynamic Categorization (Like new, Top download contents, etc.) o Bulk Operations on contents Mobile Operators High performance carrier class deployments One platform for all content types Flexible architecture for distributing load and components Integration with operators billing system Transaction tracking for purchase and delivery of content. Provision for Customer care support users. Subscriber Easy to discover and download. Hassle free payment mechanism. Personalization Multi-language support and user language selection. Apart from these requirement/ pain areas some generic requirements that needs to be met are as follows: Flexible billing models Support for flexible billing models are required e.g. Free, Trial use, Charge on number of downloads, buy x get y free, subscription Also market players typically have following expectations o Charging based on quality of content o Charge on Usage o Mixing with different content types and bundling o Packaging in groups o Capability to mix pricing models with content. o Ability to adapt to new innovative-billing models generated in the market. Content selling to subscribers with different pricing. Flexible payment mechanisms such as prepaid, postpaid, SIMPay, Credit and debit cards Device and capabilities matching Mapping of content and device compatibility Best format picking based on capability Page 5

6 Provision of new device capable of working in different delivery channels. Typical Requirements Innovative billing models of future Multiple billing mechanisms Multiple delivery channels on wider range of devices Intelligent Marketing services based on user preference and patterns Support for various Discovery and Delivery Channels Numerous delivery channels available at present are discussed below SMS SMS is the earliest channels used for content delivery. Text and small contents are sent through SMS. SMS is widely used for content discovery and ordering today in the market. WAP WAP is delivery channel through Internet. Due to wide range of device and limited user interface this channel had slow pickup. This is very common delivery channel for big contents. This is also a very easy discovery channel. Web portal Is the most prominent channel for discovery of mobile content. Delivery to through Internet is normally to PC. User uploads content from PC to device. MMS MMS is used for delivering rich content like songs, video clips and messages, which has mixture of rich contents. Streaming of content This is new means to deliver content where contents is not saved in the client side but played real time in client end. This is used for live sports feed and radio. Digital TV - This is the new channel, which is becoming popular in market. Kiosk - This is very popular with young users who typically browse content in kiosk s in mall. Purchase and download content to mobile device if suitable transfer mechanism is available. Customer Care - This is a grievance channel, promotion channel and also acts as sales channel for content. Ability to deliver content to new channels and device in future. Support for Content Marketing Push campaigns through SMS and MMS Segmentation of subscribers based on usage and interests. Campaigns based on custom created segments. Content gifting and recommending Cross-selling of contents Up-selling of new contents and products Powerful Reporting Service Sharing of revenue report across different participants in the process (content Developers, Aggregators and mobile operators). Multiple reports based on different group needs. Reports are wide in variety. Below are few examples. o Content performance o Developer performance o Revenue settlement o Subscriber purchase patterns o Campaign analysis Page 6

7 Typical Requirements DRM plug-in for COTS products CRM Integration for end-to-end customer management Plug-in external search engines DRM Support Digital Rights Management for contents and licensing each purchase of contents. DRM ensures revenue is not lost for people who developed and supplying the content. This is must part of a solution. Support for OMA 2.0 specification. Plug-in for COTS OMA DRM and Microsoft DRM products. CRM Integration Support Integration with CRM solutions Provide end-to-end customer management from provision to customer care and promotions. Search facilities There is demand for searching content based on meta information. Possibility to integrate with external search engines. Customizable ordering of content based on user preference and patterns. Page 7

8 5. Solution Architecture Availability of wide variety and featured products encourages mixing and matching the solution based on the customers need. Main portion of the solution is covered by mobile content management system. This manages the device capability and content management and customer needs. Solution Architecture Modular Pluggable Components Based on Open standards Solution based on Tech Mahindra s experience in Content Delivery Space Mobile content management system Content submission facilities for developer to submit and price content. Content cataloguing for aggregator to accumulate group and price the content for selling. Different content vendors to could tie up with aggregator to sell content. In current industry situation these people are mobile operators who have access to mobile subscribers. Last in this chain but most important is the subscribers who discover the content through different channels and purchase the content. With presence multiple content providers Page 8

9 and competition subscribers stand to benefit from cheap and high quality service and content. Mobile Content management system also takes care of device capability mapping to content so only suitable contents are sold to customer based on his device capabilities. Configurable workflow process to suit future needs. Associated Business functions There is range of associated business functions, few of which may be provided completely or partially by content management system. Let us look at the associated functions. Solution Features Integrated with multiple billing system Integration with Reporting systems Accommodate innovative marketing techniques Integration with external front ending systems like portal Campaign management Separate campaign management systems are available where user segment can be created and plugged in with content management system. Content management system also comes with campaign management system. Customization or further development might be required for new campaign managements. Reporting Service Reports for analysis the performance of content, financial settlement of revenue sharing. Report needs to have different data based on the viewer using it. It is not possible to provide all reports by the system. Development is required for developing reports based on requirements. Customer Care Transaction tracking across different system integrated in the solution. Provision for resending or refunding content based on user needs. This again might or might not be part of content management system. Content validation and trans-coding There is need for aggregator to ensure content is not virus or inappropriate contents are sold through their system. A content validation engine could be integrated to verify and validated. Content trans-coding is required to modify content from one format to other to serve to wider range of customers. DRM Digital rights management has mainly two streaming of OMA and windows DRM. These two are mutually exclusively in terms of content types they serve to. Hence, content management system might have to serve to both types of DRM based on the content. Billing System These are either credit card payment gateway system or if the vendor is operator they are likely to be operator-billing gateways. Integration with billing system normally requires customization based on deployment location. Streaming Server There are specialized software for streaming content to mobile devices based on different speeds of network. These streaming server needs integration with content management system for content access. Page 9

10 Authentication Integration with different directory service or authentication service is required especially if the vendor is operator or service provider with existing facilities. These will ensure single authentication mechanism for the new services provided. Portal Front end Web and WAP portal of enterprise needs to be integrated with content management system for subscriber fronting. These fronting should be highly customizable for branding and layout purpose. Easy navigation and better usability are must to attract and retain end subscribers. Non-Functional Solution should be robust and be able to take loads of Carrier grade. Scalability Performance Maintenance Provision for monitoring and managing solution. Integration with monitoring and managing tools like SNMP, JMX Open Standard Interface support (e.g. SOAP) Internationalization Multi-lingual support 6. Conclusion In order to be successful in this competitive market space, the solution should have following characteristics Ability to respond to any customer demand, market opportunity, or external threat by introducing new content services quickly Choice of content service discovery and delivery channels Management of content service across multiple access networks and devices Flexible licensing scheme to suite customer s budget Solution Roadmap which aligns with long-term strategic goals and technology evolution Page 10

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