www.smallcellforum.

org

Small Cell Services & Applications

What Consumers Want and How
the Industry is Responding

Andy Germano - Vice Chairman, Small Cell Forum

Chair, Services Special Interest Group (SSIG)

andy@smallcellforum.org
www.smallcellforum.org

Agenda:

What are Small Cell Services &

Why are they important?
Some Examples
Consumer Research Results
Small Cell Services Forum Industry Update
Technically Speaking
New News
Summary

Small Cell Forum Ltd 2012

Why Small Cell Services?

5 Bar
Indoor
Coverage

An Applica*on
Sweet Spot

Femto
Loca*on
Awareness

High Speed
Low Cost
Data & Voice

Small Cell Services:

Some Examples

Home Reminders

See it LIVE! At IP Access 1E02

Intelligent Home

See it LIVE at MindSpeed (1E57) (Powered by Argela) (1C13)

Femto Forum Ltd. 2011

Social Networking

See it LIVE! at ALU Hall 6 C63

Femto Forum Ltd. 2011

Location Based Services

See it LIVE! at Aepona Apps Planet (Hall 7 E44)

Femto Forum Ltd. 2011

Mobile Advertising

See it LIVE! at Argela (1C13)

Femto Forum Ltd. 2011

Shopping 2.0

Consumer Research
Lets look at the data

6 Countries 2,000+ Global Consumers

Femto Forum Ltd. 2011

Appeal of New Femtocell Features (Q3/10)

Q4080. "In addi8on to providing improved coverage, femtocells can also enable a number of new features. How
appealing to you are the following?"
(Among all Broadband HHs with Mobile Phone)
Germany

Spain

Japan

11%

9%

21%
19%
19%
24%

37%

39%
22%
17%
21%
25%

12%

26%
25%
21%
25%

39%

43%
11%

11%

27%
26%
22%
27%

24%
19%
19%
27%

24%
23%
22%
27%
9%

10%

9%

20%

27%
26%
19%
31%

30%

13%

50%
40%

China

56%

60%

53%

60%

70%

UK

52%

US

80%

28%
23%
18%
33%

% Finding Feature Very Appealing

(o.e., ratomg 6-7 on a 7-pt. scale)

0%
Family
Locator

Cellphone
Remote
Control

Home
Family Alerts Virtual Home Photo Sync
Reminders
Number

Contact /
Calendar
Sync

Music Sync

Most Appealing Femtocell Feature (Q3/10)

Q4085. "Of the following features, which are the most appealing? "
(Among all Broadband HHs with Mobile Phone, Interested in at least two features)
Home Reminders
Cellphone Remote Control
Photo Sync
Virtual Home Number

100%

6%

11%

10%

20%

13%

11%

% Finding Feature Most Appealing

90%
80%
70%
60%
50%
40%
30%

12%
6%
8%
6%
22%

12%
7%
11%
8%
24%

20%
10%

Family Locator
Contact / Calendar Sync
Music Sync
Family Alerts
7%
23%

12%

7%
15%

28%
10%

13%

14%

9%

5%
7%

9%

8%

24%

7%

5%
13%

11%

3%
4%

11%

13%

18%

18%
28%

19%

15%

12%

17%

US

UK

Germany

Spain

23%

0%
China

Japan

% Finding Feature V ery Appealing at Specified Price Point

(i.e., rating 6-7 on a 7-pt. scale)

Price Sensitivity of New Femtocell Services

Q4090-4092. "How likely are you to purchase your top-ranked service at these price points?"
(Among Femtocell Fans Ranking Specified Service As Their Most Desired Service)
$4.99/2.99/0.99

4.99/2.99/0.99

4.99/2.99/0.99

RMB 10/5/2

4.99/2.99/0.99

Yen 499/299/99

Consumer Willingness to Pay

High Price

Medium Price

Low Price

60%
51%

47%

50%
41%
40%
30%
20%

35%

38%

32%

47%

41%

38%
32%

38%

35%

31%

25%

25%
17%

22%
13%

32%
26%
22%
15%

17%

12%

10%
0%

5 / 3 / 1

Price Sensi*vity of New Femtocell Services

Q4090-4092. "How likely are you to purchase your top-ranked service at these price points?"
(Among Femtocell Fans Ranking Specied Service As Their Most Desired Service)

$4.99/2.99/0.99

% Finding Feature Appealing at Specied Price Point

(i.e., ra*ng 5-7 on a 7-pt. scale)

100%
90%
80%

4.99/2.99/0.99

RMB 10/5/2

4.99/2.99/0.99

Yen 499/299/99

98%
High
Medium

59%

59%

83%

78%

77%

Low

60%

91%

90%

70%

60%

65%

48%

50%
40%

4.99/2.99/0.99

34%

30%
20%
10%
0%
Cellphone Remote Control

Family Alerts

Family Locator

Virtual Home Number

The Small Cell Apps Opportunity

60% of consumers find femtocells either very

or extremely appealing

72% of consumers who found femtocells

appealing were very interested in at least one
advanced femtocell service and half of these
were willing to pay $4.99/month for their single
favourite service or $9.99/month for a bundle
of their favourite three
What needs to be done to enable this huge
opportunity for operators and consumers?
Specifications
Engagement with developers

Small Cell Forum Ltd 2012

How the Industry is Responding

Where will Small Cell

Applications Reside?
1.
2.
3.
4.

On the mobile handset

On the Femto Access Point (FAP)
HomeLAN
In the Network
Secure Gateway
Application Server
Internet
Cloud

Connected
Home Services

Internet
Services
Network

Internet

Operator
Service
Pla2orm

Small Cell Zone Services

Carrier Services

The Small Cell Forum is working to dene the APIs to support these cases

Small Cell Services Architecture

Handset
Application
Logic

UE

Local
Application
Logic

Femtocell

API Legend

Application
Logic

Application
Gateway

Application
Server

SmallCellZone
Realization

Application
Developer
APIs

SmallCell Zone Service

Management Platform

Management
APIs
Other
Network
APIs

Cloud
Application
Logic

Local Network

Operator Network

Small Cell Apps: So Far

March 2011:
Small Cell Forum published first APIs that define how to
create and write new mobile applications based on small
cell technologies.

Also worked with Broadband Forum who published

management specs to enable operator management of
small-cell APIs

Small Cell Forum Ltd 2012

Web Portal

Rich applications behind simple APIs

1 User walks into Small Cell Zone
FemtoZone Awareness no8ca8on Enter SmallCellZone dispatched to applica8on
2 Applica8on sends SMS with link to web portal (session id correlator given in urI)
3 User clicks on SMS link to open browser to:
Opt-into the program (1st interac8on)
4 Make online purchases order coee, buy movie 8ckets
Get informa8on about products retail stores
3rd Party
View media (e.g. sports casts) coee shops
Femto
Cloud
User data free in SmallCellZone
h_p / h_ps
App

2

3
1

PS
Access
CS
Access

SOAP or RESTful

Applica8on Gateway
Femto
Awareness

SMS

MMS

Loca*on Payment

SmallCellZone
Realiza8on

Operator Network

See it LIVE! at SCZ 1G19

22 Feb 2012: Small Cell Forum announced a cooperation

agreement with the Open Mobile Alliance(OMA), an international
specifications setting body, to develop open API standards for
small cells on a global scale

Small Cell Forum Ltd 2012

OMA and Small Cell Forum

Established a coopera*on agreement to develop API standards for small cells
on a global scale with a goal of shorter *me to market for small cell
applica*ons.

OMA allows developers to reach a wider audience by exposing unique
operator network capabili*es in an open and programmable way.

This coopera*on as an important step in harnessing the broad technical
strengths of OMAs API program with the keen market insight of Small Cell
Forum

OMA seeks similar collabora*on with other industry bodies and market-
specic associa*ons who can bring their unique requirements to our API
work and other programs.

OMA and Small Cell Forum Themes

Home

Enterprise

Available to
any developer community
independent of the
development plakorm

Metropolitan &
Public

Expose network assets

independent of the
signaling protocols,
network plakorms,
or access technology

Iden8fy and dene

management tools for
service plakorms (e.g.
FemtoZone service

Operators benet
Developers benet
Users benet

Rural

Everybody benets

Small Cell Forum Launches

Mobile Developer Community
Now giving wider developer community tools to start creating apps

Forum providing suite of tools and resources to help developers

create mobile applica=ons that take advantage of small cells

Developer Forum
APIs
Application specifications
Tutorials
Code Samples
Sandbox for testing code - Emulator
Use cases
White Papers
Articles of Interest

See it LIVE! in Apps Planet GSMA Apps Garage. 7B82

Small Cell Forum Ltd 2012

Small Cell Apps:

Developer Forum Launched Today

www.smallcellforum.org/developers/
Small Cell Forum Ltd 2012

 Small Cell Forum Ltd 2012

Small Cell Forum Resources:

Applications Showcase
http://www.femtoforum.org/appCode234/applications%200809.html

Developer Community Outreach

applications@smallcellforum.org

White Papers
http://www.smallcellforum.org/femto/applications.php

Emulator
Developer Events
Services Video
http://www.smallcellforum.org/new_services/

Summary:
Based on consumer research:
Consumers WANT Small Cell Services AND
They are willing to pay
New Revenue Opportunity for Mobile Operators
Small Cell Forum have published Open APIs
Additional API work continues
Emulator Announced this week

Conclusions:

Small Cells address immediate needs

Small Cells are here now
Small Cells are growing fast
Small Cells provide a unique platform for
mobile services

Delivering a great mobile experience to

one billion users via small cell
technology
32

Thank you!
Andy Germano
Vice Chairman, Small Cell Forum

andy@smallcellforum.org
www.smallcellforum.org
Small Cell Forum Ltd. 2012

www.smallcellforum.org