This action might not be possible to undo. Are you sure you want to continue?
A teIe c e : 0 92 1 cv d S r n 2 0 -01 i l e
w o io n h sre ? h wl w t c n l e e
Acmpe e s e ee r a d n l i o rh ni rsac n a a s v h ys o t A te d S re sli s r t f e cv Ie c n o tn mak h i l e uo e
Jl20 u 09 y
C n i kyni to otn e i g s n as sh t fu ot ie cr h u r f ed se n e te h l e ad o pr i aa s o n cm a te nl i f av ys A ai A C S , etk bx , C E S C l , a l i c Cbn , sr N ac i i I pt une e xn i , ad uKce. n S r ihn ft
La at r ed u o h
G og V u aiP . e re o l r hD g s
E ir do t
A de s o s nn u hD n ra C nt to P . ai
A. Executive summary B. Market overview: What a change two years make What is the idle screen all about? Lead Author George Voulgaris, Ph.D. | Operations & Research Manager George has a multidisciplinary background in academic research, wireless technology due diligence and product management positions. He coordinates and leads research projects within VisionMobile, having expertise in subject matters such as mobile service analytics, UI customisation technologies, active idle screen products, on device portals and business model innovation. George holds a Ph.D. on Content-based Image Indexing and Retrieval from the University of Glamorgan, Wales. His interests are in telecoms convergence, network security and mobile software development. Definitions: AIS vs Widgets vs ODPs What the idle screen means for the industry 2007-9: a fast-changing landscape Operator deployments in five continents C. Comparative vendor analysis Abaxia, ACCESS, Celltick, Cibenix, Insprit, Nuance, SurfKitchen D. Outlook: Market Trends and Opportunities 2009-2011 AIS vendors; survival and adaptation More innovation on the idle screen Who will own the screen?
Editor Andreas Constantinou, Ph.D. | Research Director As Research Director, Andreas oversees the research, advisory and industry mapping projects at VisionMobile. He has nine years experience in research, development and strategy in wireless, specialising in mobile handsets, software strategy and open source. Andreas also teaches the Mobile Open Source training course, part of VisionMobile’s 360 degree workshops on complex industry sectors. His interests include uncovering under-the-radar industry trends and pursuing human-centric design. Andreas holds a Ph.D. on Image & Video Compression from the University of Bristol, UK.
spanning all major players involved from handset design through retailing including development and delivery of hardware. software. on-site training and due diligence on under-the-radar sectors. absolve such third party from using due diligence in verifying the publication’s contents. its affiliates and representatives. . or not made. if any.Copyright © VisionMobile 2009 A sector analysis of Active Idle Screen solutions Part of the Mobile Industry Atlas : a visual map of who's who in the mobile industry. SIM cards. shall have no liability for any direct. or not taken. are subject to change without notice. The Atlas showcases 800+ leading companies in 47 market sectors. incidental. or consequential damages or lost profits.visionmobile.visionmobile. or actions taken. suffered by any third party as a result of decisions made. special. without limitation. Covent Garden. including. based on this publication. London WC2E 9RZ +44 845 003 8742 Disclaimer VisionMobile believes the statements contained in this publication to be based upon information that we consider reliable. Opinions expressed are current opinions as of the date appearing on this publication only and the information. focusing on mobile software and services. but we do not represent that it is accurate or complete and it should not be relied upon as such. industry maps. Use of this publication by any third party for whatever purpose should not and does not.com/maps About VisionMobile VisionMobile is an industry analysis firm in telecoms. services and content.com info@visionmobile. warranties of merchantability or fitness for a particular purpose. www. available in glossy A1 wallchart format. VisionMobile disclaims all implied warranties. including the opinions contained herein. We offer competitive landscape analysis. www.com 90 Long Acre. VisionMobile.
We expect to see more innovative applications arrive at the handset idle screen. phonebook 2. as ubiquitous as handset branding. shaken up into action by the iPhone widget paradigm. in 2002-2006 it was kick-started by active idle screen (AIS) vendors and tier-1 operators. The ownership of the idle screen will become as elementary as customer ownership. managing service delivery and inventory on the idle screen.Long term.Commercialisation of idle screen is moving into mainstream adoption.For software vendors. Cibenix. there are substantial technical and commercial obstacles for a software to become ‘embedded’ on the handset idle screen across a meaningful addressable market of handsets. idle-screen placement should not be seen as yet another feature on the product box. ‘signature’ interaction paradigms. where we see Nokia leading initially. and as important a monetisation tool as handset accessories. Their unique selling points are commercial relationship brokering and large addressable market. much like the customer’s wallet. . In this report we examine the market trends and opportunities that will determine the billion-unit question: who will own the screen? | Key takeaways .OEMs are moving to offer idle-screen -customisation solutions as part of an a-la-carte service. will not be owned by any single party. serving tier-1 operators who want to go that extra mile in uniquely customised devices. . service storefront. i. inventory analytics and the use of widgets as a unit for carving up the idle screen real-estate among operators and handset OEMs. In this report we review the solutions which offer zero-click access to services. And what will be more important is not owing the out-of-the-box experience but the in-the-hands experience. .A Executive Summary | Summary The active idle-screen (aka home screen or phone top) is the synonym of zero-click distance. and SurfKitchen. Samsung and increasingly Nokia. LG. The market of idle screen solutions has grown considerably. . information and promotion on the handset idle screen. in 2007-2009 it has been capitalised by Apple. HTC.e. the idle screen. but as a fundamental design goal. not product features. Samsung. Nuance. handset OEMs and OS vendors are exploiting this real-estate for UI differentiation.0. intelligent search & discovery. operator and service providers. . It is the most premium real-estate on the handset for service delivery and promotion. In 2010-2011 it will be elevated into precious real-estate divided between the handset OEM. ACCESS.Active idle screen solutions (AIS) are available from Abaxia. AIS vendors will remain in demand for the foreseeable (2 year) future. Insprit. Android and Windows Mobile. This opens up the idle screen to exploit by tier-2/3 operators for the first time . but shared among multiple service providers. Celltick.
ACCESS. Celltick. the idle screen market has changed considerably. the primary real-estate of the handset. Insprit.VisionMobile research 4 B Market overview: What a change two years make | Introduction The idle-screen has come a long way since we last wrote about this market sector in 2007. A curse because it has elevated the terms "widget" and "user experience" to ridiculous heights. A blessing because it has demonstrated to the world how eye-level shelf space can be best exploited to accelerate service discovery and usage. It has become clear to handset manufacturers and network operators alike that with fewer clicks comes accelerated service discovery and usage. but only for personalised wallpapers and status indicators. user information and device functionality at zero click distance of the handset. vendor consolidation. has not been effectively used as shelfspace. mass-market deployments and productisation of the idle screen real-estate are some of the key changes that have been effected. Nuance and SurfKitchen. but unintuitive menus. | What is the idle screen all about? Historically. as well as several operator deployments. First appearing in 2002.The idle screen. Active Idle Screen solution vendors emerged to place content. search. It is this eye-level shelf space and its commercial exploitation that we analyse in this report. cascaded. In 2009. Two years on. promotion or advertising of content. service discovery has suffered in mobile handsets for many reasons. . Cibenix.The 100s of handset features and operator services have been buried under long. notably: . leading to confusion. For formality. we have defined AIS as: “AIS solutions are the software platforms which enable the discovery. Apple's iPhone hit the headlines of mobile industry news as a blessing and a curse in equal proportions. pure-play AIS solutions are available from Abaxia. services and handset functionality on the idle screen” . In a previous report that we wrote in 2007 for Informa Telecoms & Media (‘Activating the Idle Screen: Uncharted Territory”) we coined the market sector of Active Idle Screen (AIS) solutions and reviewed over 15 vendors in that sector. these days every other mobile software firm uses the terms 'widget' and 'user experience' as its middle name. services. access.
SurfKitchen and many others. Widget solutions are available from Nokia (Web Runtime). | AIS vs Widgets vs ODPs Widgets is another term which is encountered often in mobile software vendor collateral.e. mPortal. where the user interacts with windowed mini-applications. On-device portals are client-side applications for browsing and buying content. through a set of single-function windowed miniapplications. the idle screen precedes and concludes the user journey involved in performing each task. . checking voicemails. Besides its pivotal position in the user journey. Picsel. We delineate AIS from Widgets and ODP as follows: . i. From an architectural perspective. ODP solutions are available from ACCESS. Insprit. Handmark. SurfKitchen and many others.AIS refers to where an application or service is accessed from. outside the browser and within a device-side application which leverages device functionality. Mobinex. Replacing the idle screen requires deep integration with the handset. the idle screen can encompass almost any device functionality. Communology. Active Idle Screen is the synonym of zero-click distance.ODPs refer to how content is delivered. looking up information on ‘where’s my nearest’.VisionMobile research 5 In short. and a web-based programming environment (as per the W3C Widget specification). sending a text message. windowed. which is tough to deliver across a meaningful addressable market as it needs strong OEM relationships and . We coined the term ODP when writing ARCchart’s 2006 report titled ‘On-Device Portals: Beyond WAP’. Mobile widgets refer to two distinct concepts.Widgets refer to how a user interacts with applications or services i. the idle screen offers a non-intrusive medium on the handset for presenting informational or promotional messages. Nellymoser. Moreover. On-device portals (ODP) is another term which is often discussed in a similar context. a user interaction paradigm. Streamezzo. AIS vs ODP vs widget technologies ! zero-click distance Active-idle screen ! On-device portals software-based content delivery windowed interaction Widgets source: VisionMobile research It follows that widgets and ODPs are two of many applications that can be featured within an AIS solution. changing a ringtone. The idle screen is the eye-level shelf space. . which is in effect a form of on-device portal for browsing and buying applications. all self-respecting Mobile Application Stores have an on-device storefront. such as searching for contacts. mini applications which can sit on the idle screen or any other screen of the handset. Motorola (WebUI).e. the starting and finishing point for all tasks associated with using a mobile phone. Insprit. widgets are single purpose. Opera. it is quite complex for an ODP or widget framework to feature zero-click placement. Streamezzo. i. Cibenix.e. on zero-click distance from the idle-screen rather than from a menu or a soft key. Whether making a call. On the contrary. For example. OnMobile. ACCESS. or watching Mobile TV.
albeit a channel with increased CPCs and CPAs due to its prime location and potential for access to detailed analytics. in what seems to be a struggle for the survival of the fittest. The user interface (UI) has therefore comparatively increased in importance as an OEM tool for differentiation. MMS. the operator’s customized idle screen (starting with S60 handsets) gives access to services and featured 3rd party content through a four-way navigation paradigm. next-generation operating systems (Android and WebOS) and open source browsers (WebKit). since AIS solutions are located at the beginning of every user journey.For advertisers and content providers. contacts. touch-screen phones (a new form factor which has also increased the square inches of real-estate of the idle screen). they need to be integrated both vertically with hidden APIs and horizontally with core handset applications such as inbox. but as a fundamental design goal. Samsung’s TouchWiz UI and LG’s S-Class UI are using widget-based interaction paradigms on the idle screen to expose services and device functionality. LG and HTC) have opted to provide their own idle screen solutions. WAP and in-game placement. | 2007-9: a fast-changing landscape The last two years saw many important innovations. The idle screen is at the centre point of the UI and often the only screen the user sees at the point of purchase – the idle screen is therefore the focal point for OEM differentiation. Operators can also act as inventory brokers by controlling ad placement on the idle screen. Sony Ericsson.For operators/carriers. the idle screen is the primary launchpad for exposing and accelerating the discovery of network services. the idle screen presents another inventory channel besides SMS.VisionMobile research 6 operator buy-in. Today this number has been almost halved. The ability for handset OEMs to differentiate on handset features or plastics has lessened. HTC has highlighted the importance of idle screen customization with its Sense UI and Toshiba has licensed idle screen and user interface layering software from Spb Software. The landscape of independent AIS solution vendors has changed significantly since 2007 when we wrote the first AIS report. In that report we had identified 20 key players in the AIS solutions market. Consequently. As the CEO of an (unnamed) top-10 handset OEM has said: “we are not a handset manufacturer. . we are firstly a UI company”. . idle-screen access for an application should not be seen as yet another feature on the product box. Anecdotal but repeated operator studies have shown an increase in service usage and data revenues due to accelerated service discovery from the idle screen. the idle screen offers opportunities for OEM differentiation. Vodafone is a good example of how operators can exploit the idle screen. Samsung. . Handset OEMs (including Nokia. Furthermore. following the steps of Apple’s iPhone and Motorola’s (now defunct) Screen3. For handset manufacturers: As the pinnacle of the user interface. The idle screen has also witnessed much change. call logs and dialler. | What the idle screen means for the industry The idle screen is a key part of the ‘out of box’ experience of the handset for all key players in the mobile value chain.
ODP technology solutions like Bling and Qualcomm’s uiOne have disappeared from the headlines. partly due to the high memory requirements of browsers that need to be always-on as part of the idle screen.5 that breaks away from the horizontal plug-in ‘silos’. The proposition is complex to sell to OEMs due to . a player with strong OEM ties. Windows Mobile 6. Within the key AIS vendors we also include Nuance. The Android OS offers a widget interaction paradigm on the idle screen as of version 1. Note that Nokia considers WRT to be ‘some years away’ from being available as an Series 40 feature. 2007 Company / product Abaxia Mobile Portal ACCESS NFDM Acuity Mobile Aditon U-daily Adobe Flash Home Amobee strong relationships with operators. Acuity Mobile and Aditon have strayed off AIS territory as it has proven hard to execute idle screen placement when it’s not a core competence. Cibenix. and with it. Abaxia. to those six who have Players providing or featuring AIS solutions we identified in May 2007 and in May 2009. Nokia’s Home Screen is perhaps the product most representative of the future of OEM-own 2009 Company / product Abaxia Mobile Portal ACCESS Widgets Player Acuity Mobile Aditon U-daily Adobe Flash Home Amobee Apple iPhone Bling BlingPlayer Celltick LiveScreen Cibenix Insprit IntroPad Bling BlingPlayer Celltick LiveScreen Cibenix Insprit IntroPad LG S-Class UI MobiComp mTicker Mobile Posse Motorola Screen3 MobiComp mTicker Mobile Posse Motorola Screen3 mPortal Nokia Home Screen Nuance T9 Nav OnSkreen Fusion Nuance T9 Nav OnSkreen Fusion Opera Mobile Pointui Qualcomm uiOne Pointui Qualcomm uiOne Samsung TouchWiz UI SPB Software SurfKitchen SurfKit SurfKitchen SurfKit Toshiba Zi Qix Nuance Qix source: VisionMobile research For independent AIS vendors. browser vendors are moving closer into idle screen territory. based on the WebKit browser engine) to implement its Home Screen product on the S60 platform. Opera Mobile is releasing widgetbased idle screen implementations in two operator-customised handsets. who’s T9 Nav product deserves merit as providing unique search functionality from the idle screen. Nokia is using Web Runtime (WRT. At the same time.. ACCESS. Zi’s Qix product which is feature-similar to T9 Nav. The pureplay AIS vendors have therefore reduced in numbers. Insprit and SurfKitchen. agenda conflicts.5 introduces a widget-based idle screen as of version 6.VisionMobile research 7 It’s also worth noting that operating systems are now featuring customisable idle screen frameworks. These 6+1 vendors are reviewed in chapter C.5. Note that Nuance has acquired Zi Corp. Porting the solution across 10s of software platforms (many of which proprietary) and managing a two-sided operator and OEM relationship are further complexities which lead to high costs and long return-on-investment. Mobile advertising vendors like Amobee. thanks to the increased memory capacity offered within smartphones. selling idle screen customisation solutions is a tough business. Celltick. and requires 12-18 month sales cycles. Adobe Flash Home has been discontinued as Adobe has been refocusing its core strategy into client and tools.
Claro (multiple OpCos). the idle screen is fast moving towards the epicenter of operator differentiation. The INQ1 allows the user to personalise the widgets shown on the idle screen. Azercell (Azerbaijan). Australia. VisionMobile research We also understand that at least five Tier-1 operators have issued RFQs for idle screen solutions. which means that tier-2 and tier-3 operators will now be able to customise idle screen icons as part of a standard device procurement agreement and without time-to-market delays and related commercial risks. but also Latin America and the Middle East. Vinaphone. INQ1 offers out-of-the-box idle screen access to Facebook. Dialog (Sri-Lanka). Nokia Home Screen features a widget interaction paradigm on the idle screen that is personalisable by users and customisable by operators. Ireland. Indeed. Windows Live Messenger. Italy and Hong Kong and is priced at the mid-range feature phone segment (in the UK the phone costs a mere £80 without contract). VMS (Vietnam). AIS (Thailand). Lanka). Velcom (Belarus). It is also worth noting that Home Screen customisation of widgets by the operator is becoming available as part of Nokia’s variant management process. . Operator-led deployments of AIS solutions Operator FT Group / Orange Vodafone Group WILLCOM NTT DoCoMo Softbank Alltel Wireless Hutch 3G (Three) Hutch 3G (Three) SKT KT China Mobile TMN Leap Wireless/Cricket T-Mobile MyFaves T-Mobile (trial) Telus (trial) Telstra Vodafone Live Cast Vendor Abaxia Abaxia ACCESS ACCESS ACCESS Aricent Cibenix INQ Mobile Insprit Insprit Insprit MobiComp mPortal NewBay Nuance Nuance SurfKitchen in-house Region 9 OpCos 27 OpCos Japan Japan Japan US UK 5 OpCos Korea Korea China Portugal US 5 OpCos US Canada Australia Germany Note: we have excluded software deployments which are accessible from a soft key on the idle screen (1-click) Source: vendor data. The next table summarises the many AIS operator deployments (on zero-click distance) that we are aware of. Vodafone Essar (India). It is also worth noting that Celltick’s SIM-only AIS solution has been deployed with operators Movistar (Argentina). VimpelCom (Russia). Viettel (Vietnam). Beijing Unicom (China) and Telefonica (Argentina). a subsidiary of Hutchinson Whampoa. Designed with social network applications in mind. KievStar (Ukraine). RSS reader and weather information. Globe (Philippines). Google. Telkomsel. The handset is available exclusively through 3 (Three) in UK. Vivo (Brazil). Mobicom (Mongolia). The Home Screen out-of-the-box experience is available on S60 and some S40 handsets from mid 2009 (starting with the N97) and is defined by Nokia and in some cases with operator partners. Spice (Nepal). Skype. e-mail etc via an icon carousel at the bottom of the idle screen.VisionMobile research 8 AIS implementations. but the selection is limited to a handful of alternatives such as clock. active idle screen solutions have been widely deployed across five continents. Singtel (Singapore). Indosat (Indonesia). Avea (Turkey). primarily in Europe. Dialog (Sri | Operator deployments in five continents As of mid 2009. Also worth noting is INQ Mobile. MTS (multiple OpCos). who launched its first INQ1 handset in December 2008.
VisionMobile research . PRED = Predictive search (*) Handsets shipped with the client software embedded in ROM at zero-click distance (except for Celltick which is embedded on SIM). features Deployments* Vendor /product Abaxia Mobile Desktop ACCESS NetFront Widgets Celltick LiveScreen Media Cibenix Insprit IntroPAD Nuance T9Nav SurfKitchen SurfKit Home Launched OEM Licensees H/S models 2001 2008 2000 2003 2004 2008 2008 10 6 2 5 2 1 60 9 >100 9 64 n/a 3 Installed base 21M n/a 65M 1.VisionMobile research 9 C The AIS market: Comparative vendor analysis Comparative analysis of AIS (zero-click) solutions . TOOL = Vendor offers tools for idle screen UI customization. handset deployments. VisionMobile research Manufacturers whose handsets shipped with the software pre-loaded and embedded at zero-click distance Vendor /product Abaxia Mobile Desktop ACCESS NetFront Widgets Celltick LiveScreen Media Cibenix Insprit IntroPAD Nuance T9Nav SurfKitchen Home Legend: = client embedded on handset T = trial deployment S = client embedded in SIM card T Amoi Asumo AudioBenQ (KES) Vox HTC Kyocera LG Motorola NEC Nokia Palm Panasonic Pantech Sagem Samsung Sharp SEMC Toshiba S S S S S S S S S S S S S S S S T Source: vendor data. Source: vendor data.product launches.3M 13M n/a 250K CLNT S Features TOOL PRED CLNT = Handset client (S = SIM-only app).
Finally. Abaxia Open Platform (AOP) enables the overthe-air delivery of idle screen updates. The Search component is embedded on the idle screen and allows rapid search of 0nline on- Desktop Suite. Opera. AOP also automatically extracts service usage statistics which it uses to create user profiles. To stay ahead in the European AIS sector it has diversified its product strategy into 3rd party service aggregation (HUB). Abaxia is an incumbent vendor of active idle screen solutions. Abaxia’s Hub is a technology which enables the integration of 3rd party applications (e. IDFD Revenue Positioning Tagline AIS products N/A Active Idle Screen solutions provider “Abaxia brings you the best spot” Mobile Desktop Suite (incl. Ad agencies or operators can then target specific user groups for idle screen promotions based on the user profile. Abaxia is expanding its portfolio in three ways: . Abaxia reports that AOP has already been deployed in all existing accounts. including custom search keywords. Mobile Portal and Mobile Finder) Mobile Launch Pad Abaxia Open Platform (AOP) Reference deployments Orange Group. which is under siege by OEMs and platform vendors. Vodafone Group and MTN South Africa. This includes user contacts.offering idle screen windows for 3rd party miniapplications for combined delivery on the handset (Abaxia Hub). China. dynamic content updating and analytics (AOP) and access into SanDisk’s distribution network via the Service Delivery Card (SDC). Belarus.VisionMobile research 10 Abaxia Profile Founded Locations Employees Ownership 2001 France (HQ). Vodafone Group device content. calendar. Korea. . The HUB provides a workaround for gaining access to a large library of widgets (i. Germany 54 Privately held Investors: Xange Private Equity. Abaxia’s Mobile Portal has been deployed with Orange Group (pre-loaded in every Orange Signature smartphone). available services) rather than growing de novo a developer community (in the likes of ACCESS). Nokia Widsets) to the Mobile :: Company overview Founded in 2001. :: Viewpoint Abaxia has historically enjoyed considerable success with Orange as it’s single large customer which it has complemented with major tier-1 and tier-2 operator deals in 2008-’09.e.g. S60. which comprises of Mobile Portal (idle screen replacement for service promotion) and Mobile Finder (a predictive search application for services and local content). Abaxia needs to diversify further in order to extend its addressable market beyond the European smartphone territory.over-the-air update of idle-screen promotions and user profiling (Abaxia Open Platform) . In 2009. Abaxia reports that its AIS software has been deployed on more than 21 million mobile handsets through agreements with operators in 31 countries. inbox and installed applications as well as search into the user’s social networking accounts (Facebook and LinkedIn).on-device and online search embedded on the idle screen . notably Vodafone Group. Abaxia’s core AIS product is the Mobile Desktop Suite.
Willcom To stimulate the adoption of NetFront Widgets. In 1Q08 the company announced the first deployment of the widget platform with Japanese operator WILLCOM (1 model by Asumo. ACCESS’s NetFront has been shipped on just over 600 million mobile devices as of the end of 2008. 1 by Toshiba and 2 by Kyocera).g.VisionMobile research 11 ACCESS Profile Founded Locations Employees Ownership Revenue Positioning Tagline AIS products Reference deployments 1979 Japan (HQ). China. ACCESS has also secured a deal with SanDisk for distribution of the Widget Player runtime within SanDisk’s Service Delivery Cards. The NetFront Widgets Player supports the W3C Widgets and the OMTP BONDI specifications and is offered as part of the NetFront Client Suite. USA. deployments of its widget platform in Japan with NTT DoCoMo (2 WM models by HTC) and SoftBank (2 models by Sharp and 1 by NEC).600 Public (TSE:4813) ¥27. ACCESS’ first AIS solution was the NetFront Dynamic Menu (NFDM) a UI customization solution with support for pushed content. changing the idle screen theme depending on the time of day and device status (e. The product was launched in 2006 but no deployment has been publicly recorded.e.500m JPY (≈$286m USD) FY08 Software solution provider for mobile. As of 2008. Product-wise the Widget Player is a response to its operator customers’ demand for widget solutions as the next step in the evolution of mobile Internet. Germany.” NetFront Widgets NTT DoCoMo. Korea. the NetFront AIS solution also offers advanced customization features such as the multi-desktop capability i. ACCESS is a Japanese software vendor whose core product is the NetFront web browser. In terms of OEM deals. Softbank. with an additional 100 million cumulative shipments in embedded devices and consumer electronics. As the web-browser market is being commoditised ACCESS is attempting to diversify in terms of both products and revenue models. This is a client software based on the NetFront rendering engine that delivers widget-based user interaction and the web development paradigm to the idle screen. ACCESS has shifted its idle-screen product focus to its Widgets Player. albeit one which has received rather mild developer interest. two versions of the Widget Player (Windows Mobile and S60 beta) have been made available as free downloads for end-users. In 4Q08 ACCESS announced two more commercial :: Company overview Founded in 1979. embedded and consumer electronics “Provider of software solutions for mobile and for beyond the PC. day/night and docked/undocked). France 1. :: Viewpoint With NetFront. The Widget Player has been ported to BREW. Windows Mobile and comes with a Windows PC SDK for developers. Apart from the widget platform. ACCESS announced in early 2009 that its Widget Player will ship with the new Samsung Pixon in selected European countries. ACCESS has also launched a widget developer community. the NetFront browser is not upgradable to the Widget Player and ACCESS’ weaker position in Europe may dampen product appeal towards operators. Revenue-model wise ACCESS is forging deals with premium content providers (for revenue share) and with SanDisk (for distribution royalties). S60. However. ACCESS is a dominant player in the Japanese market but also strong in the US (circa 30% market share) and Europe (30% in top-5 European countries). .
AIS (Thailand). sports). Beijing Unicom (China). a web-based advertising service which allows third party advertisers to purchase idle screen advertising. Claro (multiple OpCos). Israel. news. Celltick could also better leverage its existing proposition by extending into user analytics and profiling in order to boost inventory (CPM and CPC) rates. across 45 regional operators including VimpelCom Russia. Celltick claims an impressive usage record with over 80 million activated SIM cards and a user retention rate of approximately 80% (after the first month of usage). Dialog (SriLanka). Thailand. Vinaphone. Viettel (Vietnam). trivia games. Brazil. AIS Thailand and MTS Ukraine. A typical revenue share scenario would be 50/50 split with the operator and 20/30 between Celltick and the content provider. Vietnam 70 Privately held Investors: Amadeus Capital. Movistar. The vast majority of Celltick’s installed base is in VimpelCom (Russia).and very lowend devices targeted mostly to developing countries is high and steadily increasing giving Celltick a strong potential for expansion of their addressable market. Spice (Nepal). Singtel (Singapore).VisionMobile research 12 Celltick Profile Founded Locations Employees Ownership 2000 UK (HQ). We estimate that approximately 10m users interact with the service monthly based on the active user base. Telefonica (Argentina). The company reports that 10 operators have opted for the managed solution. in all markets where Celltick's LiveScreen Media platform is operational. :: Viewpoint Celltick tops our AIS chart in terms of active user base (65+ million). According to the company. Celltick’s core product. In January 2009 Celltick launched :: Company overview Founded in 2000. connected to a customer care number representative or receive an SMS with details on the specific offer. Vodafone Essar (India). Dialog (Sri Lanka). Celltick reports that the LiveScreen product has been deployment to over 65 million subscribers. Velcom (Belarus). However with text-only content and dependence on cell-broadcast technology. Russia. Celltick’s addressable market lies in developing countries primarily. livescreen. Nevertheless. advertisements and promotional teasers. VCfunded provider of mobile advertising solutions. Mobicom (Mongolia).g. Vivo (Brazil). Avea (Turkey). Jerusalem Venture Partners Revenue Positioning Tagline AIS products Reference deployments N/A Mobile advertising solutions vendor “Millions are clicking!” LiveScreen media Celltick’s strategy is to shift to a managed service model. VMS (Vietnam). The display content includes information (e. KievStar (Ukraine). LiveScreen Media is based on a SIM application which can deliver idle-screen text message pop-ups. Celltick is an Israeli. Telkomsel. Globe (Philippines). MTS (multiple OpCos). When users respond (click) to a message “teaser” they are either taken to a WAP page.com. . Indosat (Indonesia). current operator market data indicate that the demand for low. Celltick has been developing a smartphone software client to tap into the European market. The client relies on a cell broadcast server in order to relay the content over the air . developing countries primarily due to the shorter sales cycle to operators. the revenue from the managed service accounted approximately for 7% of the total revenue for 2008 but is expected to reach 30% for 2009. Singapore. acting as an aggregator and inventory broker between ad publishers and operators. locally or globally. better support for cell broadcast technology on 2G handsets and the rapid SIM replacement cycles due to the large proportion of pre-paid users. To address the increasing market share of smartphone and high-end feature phones. Azercell (Azerbaijan). India.
Cibenix’ base ODP platform encompasses components for mobile widgets. Synchronisation with operator and third-party CMSs is also supported. Enterprise Ireland. The server component can also deliver a personalised content experience through subscriber tracking and profiling. soft-key actions and PIM summary views. wallpapers.2 online visits per customer per day. MMSC. UIQ. Furthermore. The server component integrates with the operator’s content management system (CMS). The product is marketed as a white label client/server solution. Cibenix provides a server web-based management tool for client. SMSC. aggregated across all of its customer deployments. Bharti Airtel (India) as previous advertisements and menu updates. The client integrates with the handset core applications and features (e. application management. WAP gateway and optionally CRM systems. and pushes dynamic content such Cibenix’s track record (ODP deals with operators across more than 30 countries) is commendable given the relatively small size of the company. Hutchinson 3G (H3G). Branding and layout authoring is done by Cibenix in-house. Orascom Global (April 2008 and January 2009) and Bharti Airtel India (1H09) across more than 30 country operations. OTA update. configuration and modification of the applications that are available via the AIS menu). off-the-shelf solutions. operator services.VisionMobile research 13 Cibenix Profile Founded Locations Employees Ownership 2001 Ireland (HQ) 26 Privately held Investors: EVP. Dublin Seed Capital Fund Revenue Positioning Tagline AIS products Reference deployments N/A On-device solutions provider “Discovering data services” Instant Viewer Instant Launcher Hutchinson 3G (H3G). dialler and contacts). Cibenix solutions have been deployed with operators Vodafone Global (mid 2007). . portal menu and content management. Cibenix Instant Viewer is a menu residing on the idle-screen for quick discovery via deep linking to the operator portal or local applications and content. messaging. MIDP2 and Windows Mobile platforms. reported an average of 2. :: Viewpoint The handset client can be deployed either as an on-device portal or an idle-screen replacement solution and has been ported on S60. Cibenix Instant Launcher adds application management features (auto version check and :: Company overview Founded in 2001. The company prides itself on the technology edge and the substantial in-house expertise on cross-device software development.g. Orascom Group. Vodafone Global. The company reports to have seen a 40-60% average increase in content purchases and 30-50% average increase in online traffic from subscribers with ODP applications. We argue that Cibenix will have to transition away from an arms-length technology platform provider to position itself more as a provider of prêt-à-porter solutions to cater to the increasing numbers of network operators looking for lowest risk. The client can be personalised with options for user-defined links. shrink-wrapped. Cibenix is a provider of ondevice portal solutions targeting primarily operators. customer case and advertising. who deployed the Instant Viewer AIS application across all of its operating countries.
however the company has found that the product has required heavy investments for tier-2 and tier-3 operators. LG Investments. However. KDBG 15% treasury stock .KQ) Investors (20% of stocks in total): Korea Development Bank (gov. which was inked in December 2007. user content. LG Telecom with a deployment of an on-device service launcher. The Smartpath product is an extension of IntroPAD for widgetlike service access and discovery via the idle screen. STK. an AIS solution for discovery and access to handset functionality. accounts for 78% of the company’s total revenue for FY08. Insprit’s core product from the IntroMobile legacy is IntroPAD. KTF. According to Insprit.VisionMobile research 14 Insprit Profile Founded Locations Employees Ownership 2000 Korea (HQ). Insprit reference customers for its idle screen solutions are Korea’s KT (2nd largest CDMA/WiMax/fixed/IPTV operator) who has deployed widgets in Internet Tablet devices and PCs since 2007. thanks to the China Mobile deal. China 200 Public (KOSDAQ:073130. To further succeed in AIS deployments outside Asia. and China Insprit fits the profile of a successful Korean vendor with limited track record in operator deals outside its home turf. KT (Korea) and China Mobile (China) Mobile with the deployment of an AIS solution with 13 million active subs. What is also notable is that the majority of the company’s revenue does not come from AIS but firstly from network infrastructure and secondly from messaging solutions and system integration. Insprit needs to expand its commercial matchmaker role into Europe and North American operators especially tier-1 MNOs with bigger budgets and handset purchasing power. . :: Viewpoint Tagline AIS products Reference deployments :: Company review Insprit is the result of the acquisition of InfraValley by IntroMobile in February 2008. NEOWIZ. InfraValley. IntroMobile’s core business was multimedia-messaging platforms for tier-1 handset OEMs such as Samsung and LG.15% management team Revenue Positioning $49m USD FY08 Mobile network infrastructure solutions provider. the focus has now shifted on a more lightweight version of the solution and a payper-channel revenue model so as to make the product accessible to smaller operators. no new licensees have been announced from 2008 onwards. As a result. mobile and embedded software solution provider “Inspire with Inspiration” IntroPAD SmartPath SKT. Insprit faces the same issues as Celltick and ACCESS when it comes to closing deals in Europe: 18-month sales cycle and need for strong local presence close to its customers. IntroPAD shipments have been boosted from 20. operator or 3rd party content. The product features a server component which cafor n be used to update content OTA.). which became the Network Solutions unit of Insprit.50% public shareholders . Prior to the acquisition.000 in April 2007 to 13 million devices as of March 2009. The company has been offering IntroPAD as a turnkey platform.
“The Leading Supplier of Speech Recognition. :: Viewpoint Despite its financial might and T9 Nav’s two year history. Tagline AIS products Reference deployments :: Company review Founded in 1993. The product was rebranded after the acquisition of Tegic by Nuance in late 2008. Android. The product has been . The strategy for T9 Nav is to act as an umbrella for indexing all content within the device. smartphones and high-end feature phones nowadays come with idle-screen smart search functionality out of the box which questions the value that T9Nav brings. Tegic 2007. called Qix. The company is also exploring revenue share agreements with operators. websites. In April 2009 Nuance acquired Zi Corp. Korea. A downloadable S60 3rd ed. text input. imaging. Imaging. China. Zi Corp has its own discovery product via predictive text. much like Zi Corp. PDF and OCR solutions” T9 Nav Trials with t-mobile (US) and Telus (Canada) + two undisclosed OEM licensing agreements. the T9 predictive text engine.com for more information) The company’s AIS product. One of the major hindrances is that the idle screen search product has been seen by the OEMs as competing with their own agenda. Israel. BREW and most feature-phone operating systems. mobile and embedded. calendar entries. version of T9Nav is marketed directly to consumers for download. voice and OCR solutions for PC. handset features and operator services. was originally launched by Tegic as the T9 Discovery Tool in 2007.000 Public (NASDAQ: NUAN) $900m USD FY08 Speech input. Brazil. SnapIn 2008 and Zi Corp 2009). Nuance is a provider of text input. WM. The company reports that two AIS trial deployments are currently in progress. The T9 Nav product indexes content on a mobile device (music. VoiceSignal 2007.100millionclub. Japan. Qix features will be consolidated and marketed under the T9 Nav moniker. T9 Nav can also be used for service access & discovery with operator or OEM defined keyword lists.VisionMobile research 15 Nuance Profile Founded Locations Employees Ownership Revenue Positioning 1993 USA (HQ). through APIs for integration with 3rd party applications. contacts) and makes it available via an idle-screen-resident predictive-text search engine. imaging and OCR solution provider for PC. Moreover. Nuance has yet to ink operator deals for the product beyond pilot projects. T9 Nav. phone functions. one with T-Mobile (US) and one with Telus (Canada) on five device models by HTC and Motorola as well as two inked licensing deals with undisclosed OEMs. ported to S60. which has been deployed on over 4 billion mobile handsets as of the end of 2008 (see VisionMobile’s www. According to Nuance. India. Australia 5. The company has built up an impressive roster of software IP through more than 15 acquisitions in the space of three years (including Scansoft 2005. mobile and embedded. Qix is an AIS text input and search tool for the discovery of user content. The company boasts the single most widely deployed software product. its main competitor for predictive text input solutions. Europe (11 countries). However we believe that Nuance might be able to leverage its market leading position in text input if it can use handset OEMs as the primary resellers and potentially establish win-win revenue share agreements with both OEMs and operators.
SurfKithen’s core product is the on-device portal core engine. This has historically resulted in some customer attrition and longer deployment cycles for new operator deals. Australia. Windows Mobile. moving forward. SurfKit Launcher and SurfKit Widget run-time. SurfKitchen has also delayed productisation of its ODP solution into a robust. Lithuania 80 Privately held Investors: Accel Partners. SurfKitchen also appears to be one of the few software vendors who understand the importance of being less of a technology enabler and more of a commercial gap filler between operators and OEMs. SurfKitchen has a sharp vision and is well placed with operator relationships to capitalise on the next S-curves beyond ODP. Since 2008 SurfKitchen has also announced two more deals – one with Cincinnati Bell Wireless for an ODP deployment and one with Smart Communications. Philippines for a storefront product. a centralized Launcher dashboard and SurfKit Home. USA. a widget runtime (SurfKit Widget). :: Company overview Founded in 1999. BREW and Sony Ericsson’s JP (Java Platform). Scottish Equity Partners. which form SurfKitchen’s vast majority of deployments. The company is offering white label client-server on-device solutions targeted to operators.VisionMobile research 16 SurfKitchen Profile Founded Locations Employees Ownership 1999 UK (HQ). This highlights the challenge of selling AIS solutions compared to ODPs. an idle-screen service dashboard. However. Add Partners Revenue Positioning Tagline AIS products Reference deployments N/A On-device solutions provider “Mobile Internet Platform applications provider” SurfKit Home Telstra (Australia. AIS and storefronts currently in demand by operators. . The company reports 20+ operator customers with 12 live deployments and 15 million handsets shipped with its ODP solution across 200 device models. a service usage analytics engine (SurfKit Mediation). on which the company has built its product suite: an on-device Application Store (SurfKit StoreFront). :: Viewpoint SurfKitchen’s AIS solution was announced in January 2008 and took 18 months to the first commercial deployment. SurfKit Home relies on a single software core which also powers SurfKit StoreFront. India. Argo Global Capital. particularly widgets. SurfKitchen has been an incumbent on-device portal provider and nearly a generic brand name for that solution category which has expanded into an on-device solutions provider. 2Q09) The first deployment of its AIS solution is with Australian operator Telstra (May 2009) initially with three Sony Ericsson models. off-the-shelf client product until 2008. Spain. rather choosing to concentrate on operator customisation work. SurfKit Home has been ported to S60.
Such vertical solutions can be built around innovative applications like ‘signature’ user interactions. For example. Moreover. As such. including AIS vendors will have to follow suit. embedded in ROM before the handset is shipped). In order to extract value during the post-sales phase. European Tier-1 operators like Orange. | The role of AIS vendors in an evolving market Naturally. so the need for AIS vendors will increase as the one-stop agent between the operator group and the manufacturers.e. Software vendors. . AIS vendors will also have to morph and adapt in response to the times.VisionMobile research 17 D Outlook: Market Trends and Opportunities 2009-2011 The idle screen landscape has changed considerably in 2007-2009. service update. idle screen customisation technology is becoming a commodity platform feature while handset OEMs are moving in to claim that same territory. some AIS vendors are starting to offer post-sales idle screen management that is not yet available by OEMs. inventory analytics. here the fundamental premise holds: you can only extract value where you add value. But that would be rushing into conclusions. and the idle screen as a ‘feudal system’. but we don’t see this as denting the demand for AIS solutions much. operator know-how on successfully delivering software solutions across OEMs is still painfully scarse and their learning curve is slow. as global operators manage regional device customisation requirements more centrally. phonebook 2. i. service storefronts. intelligent search. AIS vendors will have to move away from selling platform enablers to offering vertical solutions. AIS vendors act as the commercial matchmakers across the disparate camps of network operators and mobile handset manufacturers.0. operators will always be looking to go a step further in differentiating on the most premium real estate on the handset. T-Mobile and Vodafone are developing or have already per-unit royalties for all pre-load software (i. managed and hosted on behalf of the operator. the more successful AIS solutions will be those that monetise through per-active-user or per inventory (primarily CPA or time-based) revenue models.e. beyond what is available out of the box. Revenue models are shifting clearly away from The active idle screen market can easily be dismissed as a rapidly shrinking one. which are better aligned with the interests of operators and ad publishers. Moreover.How will it look over the next two years? Where is there room for vendor consolidation and where is there room for innovation? developed 100-200 people internal software development teams. AIS vendors will have to add value in service delivery. user profiling or targeting.
We believe that the icon grid paradigm will be | Key applications: innovation on the idle screen During the last few years we have seen the idle screen function as a launchpad for device functionality. suited for discovering and accessing new services. the idle-screen is also the pivotal point for placing the phonebook. advertising and contacts search. firstly by adding multiple dimensions to the otherwise 2dimensional idle screen. Already. the network and the device. integrating not only contacts. a paradigm lovingly associated with widgets. it is therefore natural for the idle screen to provide shortcuts into functionality that is used most frequently.0: as the starting point of every user journey. this should allow service usage to be extended way beyond the famous honeymoon period. but also their location. to 4-way navigation. where’s-my-nearest. free minutes remaining. The service store will revolutionise service discovery and delivery think of the 100s of services today available via USSD. Interaction paradigms are particularly important when navigating dense information and this is where we believe there is considerable demand for innovation on the idle screen. to gesturebased navigation with the Apple iPhone and Palm Pre.0 is the logical next step. We believe that the idle screen is ideally placed to aggregate all such information from third party sources in the internet cloud. Service storefront: The icon grid is becoming the de facto user interaction paradigm for both smartphones and feature phones. compass and tilt sensors) will help in two important ways. i. .5 inches? Answer: by innovating with new user interaction paradigms.0 functionality. Placed on the idle-screen this icon grid paradigm is ideally increasingly used to implement service storefronts. We therefore see the idle screen merging in phonebook 2. We have seen user interaction paradigms evolve from soft key. Clever interaction paradigms involving sensors (e. How can you cram 100s of features on a screen 2. where each operator service is associated with a icon that links to a web or WAP service or even displays service status as part of the same icon.e.VisionMobile research 18 We next discuss these key applications that we believe will be hitting idle screens from 2009. Such product features are now becoming commonplace amongst AIS vendor offerings. W and C series models. and secondly by allowing OEMs and operators to create differentiating and potentially exclusive user interaction paradigms. predictive phone book search from the idle screen is becoming commonplace in smartphones such as Nokia Eseries and Windows Mobile devices but also feature phones such as Sony Ericsson K. service discovery. Intelligent search: The idle screen is the starting point for all user journeys.4 x 4. voicemail summaries. The transition to phonebook 2. This will be an area of intense research in the next 5 years.g. such as search . As technology is becoming less of a differentiating characteristic. It will also allow service updates to be reflected on the service store much like the number of unread messages shows up on a Facebook iPhone icon. we are seeing many new innovative applications surface: Signature interaction paradigms: the increase of handset functionality and applications put unhealthy demands on the idle screen for information compression. what’s my Facebook status and many more creative search scenarios. presence and social networking status. accelerometer. Phonebook 2.whether it is for contacts. premium SMS and WAP that can tomorrow be exposed as icons or widgets.
the icon grid paradigm. length of time or active usage. This implies a boost for the CPCs and CPAs on the idle screen. | Who will own the screen? And so we come to the perennial question: who will own the idle screen? Following DoCoMo. it is common for handset OEMs and operators to hold monthslong disputes on the placement of this service or that Start button on the idle screen. the idle screen. We argue that. what will be important is owning the in-the-hands experience. It is the postsales idle screen management where sustainable value and revenue will be coming from. This will allow handset OEMs to trade ‘land’ for a higher handset wholesale price. where we see the widget paradigms favour user personalisation. These Tier-1 operators will want to leverage their purchasing power to deliver differentiation and accelerated service discovery on the idle screen. The big winner at the end of the day will be the user. not the out-of-the-box experience. for a per-icon/per-month lease or a revenue share off operator services. looking up a contact. What’s more. A clear trend appearing is the move away from operator-centric customisation to usercentric personalisation. The idle screen has traditionally been a piece of real-estate that is near-impossible to divide up for the lack of a standard measurement unit. We are seeing idle screen solutions such as Nokia’s Home Screen adopt this approach. pieces of land owned and maintained independently. SKT. will not be owned by any single party. making a call or sending a text message. Orange and Vodafone we see all European Tier-1 operators issue RFIs for idle screen solutions. starting with Nokia’s S60. expanding to tier-1 operators in Latin America and the Middle East. In the long run. In this economy. but about post-sales management of the idle screen.for dividing idle screen real-estate.VisionMobile research 19 Inventory analytics: it is well known that the idle screen is the most valuable real estate for ad inventory. thanks to variant management (off-the-shelf device customisation) options available by the OEM. . What is less known is that as the starting point for each user task. best placed are those who provide the technology platform and commercial brokering for service delivery on the idle screen and leasing of real-estate among multiple parties. whether it is browsing a web site. Series 40 and Android devices.which are already at the highest valuation across the handset. the idle screen is the pivotal point for capturing usage analytics and therefore attaching richer profiling and segmentation information to the inventory. Interestingly. ownership and leasing will not be just about pre-load deals. More importantly this will lead to innovative revenue models where the idle screen real estate can be leased or sold by impression. but shared. the idle screen can track the beginning and end of every user journey. much like the customer’s wallet. As such. the land tenure and political structure in Europe was build around the concept of feuds. much like land is divided up in a feudal system. Such a paradigm is made possible thanks to a new standard unit of measurement . popularised in the notion of widgets.a single icon . Tier-2 and Tier-3 operators will also be opting to customise the idle screen. The idle screen will be no exception. The idle screen as a feudal system: Up until the Middle Ages. can be used to divide the real estate of the idle screen into distinct areas owned by different parties (OEMs and operators).
h T e ts hw ae 80 l d g o pn s h Al so css 0+e i cm ai a an e i4 m r tetssan g l a rl e n 7 a esc r pni a m j p yr k o.e i s n cn n ow r SM a ssrc ad ot t t e d ve e. mm p i o lc . n l o a s i o e fmhnstei tog rai n l dr adeds nh uhe ig vv o g r tl n i l i dvl m nad evrohr a . w wv i m be o /as w . n u n ee p etn dl y fa w r cd g o i e d e sf a . I cr . a i am p f h' h it oi i sy s s e l d r aaalig sy 1 aca fm t vib n l s A w l ro a le o l tr .A et aa s sc rnl i o ys oA ted S r n o tn fcv Ie c e sli s i l e uo pr f e oi I ut Al a ot M ben sy ts t h l d r a : v ul a ow o w onh m benut.s n oi.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.