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Activating the Idle Screen: Uncharted Territory
About the authors: George Voulgaris, ITM Analyst Partner. George is an Associate with VisionMobile Ltd., a telecoms market know-how firm. George has a multidisciplinary background in academic research, wireless technology due diligence and product management positions. He specialises in handset software, IP Telephony and Wireless LAN technology. George holds an MSc in Communications Systems & Signal Processing from the University of Bristol, UK. Andreas Constantinou PhD, ITM Analyst Partner. Andreas is Director of VisionMobile Ltd, a market know-how firm offering telecoms industry research and strategy advisory services. He has 8 years experience in research and consulting, specialising in handsets, mobile software and UI technologies, device management, operator strategy, SIM cards and open source. Andreas has worked on numerous projects with operators France Telecom, T-Mobile and OMTP, equipment and software companies, system integrators and analyst houses. Andreas holds a PhD in Image & Video Compression from the University of Bristol, UK. Freda Benlamlih, Editor/Co-ordinator. Freda is Director of Consulting at Informa Telecoms & Media. She has lengthy, broad ranging expertise in mobile and fixed communications markets, and has written and contributed to strategic reports and projects on mobile and wireless devices, wireless automation, telematics & M2M, handsets and interfaces, networks and infrastructure. For further information please contact Freda Benlamlih on +44 20 70175558 or email:

This white paper contains the findings of independent research and analysis carried out by Informa Telecoms & Media in March and April 2007.

Table of Contents
Section A Section B Market Overview ………………………………………………………………………………………………………………. 3 Vendor Reviews ……….…………………………………………………………………………………………….…………8

In-depth reviews of Abaxia Mobile Desktop, Aditon U-Daily, Adobe Flash Home, Celltick LiveScreen Media, IntroMobile IntroPad, Nokia Ad Connector, Onskreen Fusion, Openwave Mobile Widgets, Qualcomm uiOne, Tegic T9 Discovery Tool, Webwag Mobifindit/Mobidgets, and Zi Qix Section C Deployment Case Studies ……….……………………………………………………………………………….…..…19 Featuring Alltel Celltop, Motorola SCREEN3, Orange Homescreen, S60 Active Idle, SKT 1mm, T-Mobile MyFaves and Vodafone Live! Cast. Section D Conclusions Market Trends ……………………………………………………………………………………………………………………25 …………………………………………………………………………………………………………………………………………..27


Informa Telecoms & Media is the leading provider of business intelligence and strategic marketing solutions to global telecoms and media markets. Driven by constant first-hand contact with the industry our 90 analysts and researchers produce a range of intelligence services including news and analytical products, in-depth market reports and datasets focused on technology, strategy and content. Informa Telecoms & Media – Head Office Mortimer House, 37-41 Mortimer Street London W1T 3JH, UK Website:

For this research, ITM conducted 19 individual interviews with representatives from Abaxia, Acrodea, Aditon, Adobe, Amobee, Celltick, Ikivo, IntroMobile, Motorola, Nokia, Onskreen, Openwave, Orange, Qualcomm, Tegic, Webwag, and Zi Corp. Peer reviews were carried out by: Dave McQueen, Principal Analyst with Informa Telecoms & Media. David focuses on mobile handset developments and vendor strategies worldwide. He has 12 years experience in telecoms research and consulting and has gained first hand experience in the handset markets' needs and requirements. Nick Lane, Principal Analyst with Informa Telecoms & Media. Nick manages ITM’s mobile content & applications products. He has been following the mobile data industry since 2001 including mobile data applications and services, mobile-data players' strategies and business models, mobile content, and 3G wireless technology.

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81 in 2006 and is forecast to climb by just $0.38 in 2005 to $17.65 in 2006 and is expected to drop by a further $1.6%) in 2007. Informa Telecoms and Media research indicates that voice ARPU fell from a global average of $19. For mobile operators. from Abaxia’s Mobile Desktop to Zi’s Qix. better. or home screen). mobile operators have been customising handsets since 2002 to provide branding and shortcuts to mobile services. while at least three more European operators have issued commercial tenders (RFPs) for AIS solutions.34 (7. These results indicate that building bigger networks alone is not enough to secure meaningful increases in data ARPU. but also voice and advertising revenues. From a global average of $2. A similar trend is also taking place in the PC market. the much-awaited boost in data service revenues has fallen somewhat short of expectations. This paper adopts the term Active idle screen (AIS) solutions to refer to this class of products (a term also used by Openwave and Nokia in their product marketing). In 2007.07 in 2007. AIS products have the potential to improve not only data revenues. at a click-distance of zero. most notably with Orange announcing in March 2007 that its Orange Downloads branded ODP application has increased download data ARPU by nearly 100%. discoverability and the delivery of mobile services can be improved. Investments in 2. while at the same time making complex handsets easier to use.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY Section A – Market Overview Introduction Since the beginning of the decade. faster networks. Vodafone Germany. 3G and now 3. a new. Informa Telecoms and Media believes that the idle screen is the foremost piece of ‘real-estate’ from which accessibility. in other words.84 in 2005 data service ARPU dropped to $2. T-Mobile US and TMN Portugal have all deployed some form of AIS products. uncharted territory is emerging. discovery. The idle screen lies by definition at the start and end of each user journey. are making their presence felt. Recognising that the handset is central to service discovery and delivery. discoverability and the delivery of data services in the form of on-device portals (ODPs). As ODP products move towards mass adoption. the idle screen is becoming the epicentre of commercial efforts to facilitate the access. mobile desktop. By 2007. Operators have been reporting positive results.5G networks across the globe have been made in the hope that the value-added services delivered through these networks will secure higher data average revenue per user (ARPU). creating customised handset applications that will improve the accessibility. the handset idle screen (also known as phonetop. SKT. Windows Vista Instant Search bar. At the same time. the outcome of operator strategies has taken a rather different course than had been hoped. Orange UK. A dozen or more commercial products in this technology domain.5G. search and advertising of mobile services. Google Desktop and Apple’s OSX Dashboard are examples where the PC desktop (the PC idle 3 . A more concerted effort on the part of operators has begun since 2006. Moreover Alltel. operator investments have focused mostly on one thing: building bigger.

so a user has to learn anew with every change of handset how to use basic features like SMS camera. email and video calling. video recorder. Feature phones arriving in 2007 are full of features like MMS. the idle screen precedes and concludes the user journey involved in performing each task. radio. the idle screen has been widely used by mobile operators and handset manufacturers to provide branding elements and static links to mobile services. An intricate sequence of menus is used to provide access to these features. In fact. Firstly. provides several case studies of AIS deployments and concludes with a review of market trends in mobile service discovery. Tegic. Secondly. photo album. the idle screen need not necessarily be static. However. menu hierarchies are still a point of differentiation across handset manufacturers. compensating for the lack of dedicated hardware keys for each function. the idle screen is the least intrusive medium on the handset for presenting informational or promotional messages. discovery and search of applications and user data. photo album and music player. namely: • Handset complexity and featuritis which impacts the ease of use of handsets • Poor access and discovery of mobile services. this navigation 4 . the idle screen has two important properties. User interface (UI) navigation paradigms like the icon grid in Nokia S60 handsets that were heralded with enthusiasm five years ago can no longer accommodate the sheer multitude of features and options available in handsets today. Furthermore. camera. This white paper analyses the nascent market for active idle screen solutions. games. such as a WAP portal. As a result. Indeed. • Inadequate means for service promotion and advertisement Handset complexity Mobile handsets today are highly complex pieces of technology. the idle screen is the starting and finishing point for all tasks associated with a mobile phone. A number of AIS solutions have surfaced in early 2007 to address the needs for accessing features on the handset. Challenges with mobile services and the idle screen opportunity As already emphasised. alarm clock. Webwag and Zi offer predictive search functionality from the idle screen that allows the user to quickly and intuitively access handset features. checking to see if a voicemail has arrived or downloading a ringtone. For example. reviews the commercial products available today. active idle screen solutions can address three real challenges that mobile services and handsets are currently facing. adding interactivity elements into idle screen makes it anything but idle.screen equivalent) is utilised to facilitate content access. Vendors Abaxia. As a result. while typing G A would similarly list the games installed on the handset. sending a text. whether making a call. More importantly. it is the ‘application’ within the handset that is visible most often or that is active for the vast majority of the handset’s lifetime. mp3 player. due to the long click-distances associated with the location of these services. Bluetooth. typing the sequence A L A on the keypad would bring up a text menu highlighting the alarm clock feature.

Advertising on mobile can also target users with precision. like watches and clothes. Even when operator portals are accessible through a dedicated key on the handset. similar to predictive search for handset features. Service promotion and advertisement The idle screen is clearly of value for promoting operator services. Predictive search can solve another downside of handset sophistication. A number of AIS products also present a solution to the challenge of service access and discovery. WAP portal shortcuts. are personal items that users always carry with them. usually accessible through their WAP or web portal. Access and discovery of mobile services Handset features are only the tip of the iceberg. the entry point into individual data services is located within a complex menu hierarchy. mobile network operators (MNOs) offer hundreds of mobile data services (from ringtone downloads to cinema listings). for example by matching the keys typed from the idle screen with the name or surname of a contact. locating a particular item means scrolling through long lists. Such high click counts undoubtedly discourage potentially interested users from persevering to reach their preferred services. puts a completely new perspective on the value of idle screen for ad publishers and agencies. second and third). due to its close proximity to the user. ringtones and videos on their handset. TV and computer screens being first. 5 . Informa Telecoms & Media believes that a bigger opportunity is emerging for exploitation of the idle screen by advertising publishers and agencies. Multiplying this inventory by the one-billion-a-year shipments of handsets.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY paradigm can provide consistent and repeatable access to common handset features. based on their location. The challenge is twofold. While handsets contain tens of features. Firstly there are far too many data services for the user to be aware of them and secondly there are several (typically a minimum of 10) clicks that a user has to go through before locating the service they are after. The idle screen is a logical evolution as a medium for hosting operator service promotion that lies at a zero click distance from the start of each user journey. a frustrating but necessary evil for the vast majority of phones today. the user still has to trawl (often unsuccessfully) through long sequences of menus before locating a particular service. Across the handset real-estate. Added to this is the fact that handsets. The mobile handset has already been called the fourth screen for media promotion and advertising (cinema. As users are able to store hundreds of contacts. Predictive search can again come to the rescue. Given the small screen. Predictive search can be used from the idle screen to list the most likely service available in response to a user query. across manufacturers. news tickers and service announcements have been inserted into handset applications and on-device portals in tens of operator deployments to date. the idle screen is the most sought-after property or the most prized ‘inventory’ to borrow an advertising term.

budgets and requirements. the idle screen was largely unexploited as an advertising medium. zero-click access and discovery of services and handset features. where being different is better and unclear positioning is the norm. In 2007.g. uiOne Note: * While it is possible to replace the idle screen on Open OS (S60. to infomercials (e. Active idle screen as a handset customisation technology AIS solutions form part of the handset customisation technology cookbook. menus and some apps Not applicable Skins Skin framework Handset-specific iTunes application Store-front downloads 1-2% of user journey (only when launched) 3-6 clicks (min. email. a string a product announcements such as Nokia’s Advertising Connector. GPS Open OS* and some realtime OS handsets Abaxia Mobile Portal to Zi’s Qix (see section B) PC equivalent Revenue source Present during Access Technical medium Client platform Technical dependencies Windows styling and appearance Increased brand awareness Idle screen. Apple OSX dashboard Content impressions or click-through to content Majority of the user journey Zero-click (0 seconds) Idle screen replacement application Native applications (Open OS or RTOS) Integration with 10s of handset features. Google desktop. although this functionality will become more widely available in 2008 with the adoption of MIDP3. doing so often requires manufacturer consent. address-book. These solutions promise to turn the idle screen into an interactive medium through which to channel ‘live’ content. Source: Informa Telecoms & Media 6 . e. Yet. their defining and distinguishing characteristics Themes & Skins Usages Branding On-Device Portals Branding. Very few J2ME handsets today allow Java applications to take over the handset idle screen. uiOne Addressable market Vendor examples Most handsets (but handset-specific) Nokia Carbide UI theme edition. advertising. Table 1: Common technologies for handset customisation. Aditon and Webwag have joined Celltick’s LiveScreen Media and Motorola’s SCREEN3 in the league of commercial solutions for service promotion on the idle screen. Handset user interface customisation technology today comprises a landscape of dissonant vendor marketing efforts. Streamezzo.g. as with all technology. UIQ and Windows Mobile) handsets.Yet until 2006. ranging from pure-news feeds collected from third party web sites and sponsored content. AIS solutions should not be seen as a recipe for all tastes. SIM-based active idle screen applications can project text messages on the idle screen and present a tradeoff between a very large target addressable market against the limited range of use cases (typically content promotions comprising of text and basic graphics for use in developing markets). Yellow Pages listings) and hard promotions. Amobee’s SDK. mPortal Nellymoser. discovery and delivery of content Active idle screen Branding. battery level. 5 seconds) Dedicated application Java or Open OS application Standalone application connecting to content server and to an offline cache on the handset Java and Open OS handsets SurfKitchen.

Zi’s Qix and Qualcomm’s uiOne products were announced in 2005. handset OEMs are particularly wary of the risk of brand dilution and third party control points that can devalue their business proposition. on-device store-fronts or idle screen-based promotion solutions. As such.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY In this environment it is important to understand the boundaries of the AIS solution space. Since active idle screen products imply significant modifications to handset software. Celltick first launched its LiveScreen Media solution with Hutch India in 2002. • The idle screen represents the cardinal touch point of the end user with the handset manufacturer brand. • Any form of pre-sales handset customisation can easily impact the time-to-market. Very few software vendors cover more than one solution space. SCREEN3 was first shipped as part of Motorola handsets and later in the year Onskreen secured a deployment with operator Airtel in India. There are four fundamental challenges all AIS products will have to address: • Idle screen replacement requires integration of the AIS software with tens of relatively inaccessible APIs (application programming interfaces) which are only available to third parties subject to manufacturer approval. whose Springboard ODP client sits on the idle screen of Disney Mobile handsets and Cibenix who had launched an idle screen-based dashboard on some handsets launched by operator ONE in Austria. and ascertain what are the defining traits and distinguishing characteristics of each solution space. A few ondevice portal vendors offer idle screen replacement capabilities. MobiComp’s ActiveTicker. but only achieved customer wins with idle screen products in 2007. it is important to establish a frame of reference across other customisation solutions.e. As such AIS solutions will rely on operator backing or manufacturer consent in order to secure distribution volumes. and last but not least. both in terms of technology maturity and the commercial route to market. AIS solutions have to constantly trade-off the scope of customisation against the time-to-customise. which purposes it is best suited for and which it does not address. the points of parity between them. AIS and skinning solutions. The market has been led by Abaxia in 2002 and IntroMobile in 2004 who deployed handset-based AIS with operators Orange and SKT respectively. • Deployment remains a challenge for all handset applications. The active idle screen market: past. Nokia Advertising Connector. To accomplish this. Aditon U-Daily. In early 2006. 2007 is clearly the year when a wave of vendor announcements have hallmarked the establishment of the active idle screen market. present and future The active idle screen market has come a long way in the last few years. most notably mPortal. namely on-device portals. This implies that the AIS technology is mostly accessible to companies with strong relationships with handset and operating system vendors. uiOne can be used to implement deep skinning. i. In the SIM-based active idle screen market. Challenges Despite this flurry of announcements AIS products are still part of a nascent market. Table 1 above summarises these for themes. on-device portals and active idle screen solutions. 7 . Tegic T9 Discovery Tool and Webwag’s Mobifindit and Mobidgets were all announced in early 2007. Adobe Flash Home. Openwave Mobile Widgets. For example.

there is no doubt that the idle screen represents the primary real-estate for service search and promotion.Vendor reviews There are nearly 15 software vendors today who specialise in active idle screen solutions. rather than pure data or advertising revenue. Last but not least. Celltick LiveScreen Media. it is clear that plenty of opportunities exist. handset manufacturers and media publishers. The commercial solutions that will be most successful will be those that reconcile manufacturer interests with those of operators and extend into service providers and media publishers for lucrative revenue share agreements. Webwag Mobifindit / Mobidgets and Zi Qix. Section B . Informa Telecoms & Media interviewed 19 software vendors. but execution will be challenged by many turf wars. unlike on-device portals. Comparative analysis The following tables compare and contrast AIS products in terms of their market track record and features. including the idle screen. Access Netfront Dynamic Menu and MobiComp’s Active Ticker are further AIS solutions. Tegic T9 Discovery Tool. 8 . Moreover. Onskreen Fusion. Within such highly prized territory.Opportunities As for the future. handset manufacturers and mobile operators to compile reviews and comparative analysis on the nascent AIS market. Amobee produces the Handset API (HAPI) SDK for insertion of interstitial and banner advertisements into handset applications. Nokia Ad Connector. It lies at the confluence of mobile operators. This section presents detailed reviews for Abaxia Mobile Desktop. Aditon U-Daily. Qualcomm uiOne (on idle screen). Adobe Flash Home. the idle screen will also be used to increase voice ARPU. Openwave Mobile Widgets. IntroMobile IntroPad.

ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY Table 2: Comparative analysis of AIS solutions –product launches. ITM Chart legend n/a = Information not available n/l = Product not launched CLNT : Handset client (SIM = SIM application TOOL : Vendor offers tools for idle screen UI customisation OPER : Operator Platform PUBL: Publisher Platform PRED: Predictive search UGC: Access to user generated content (eg contacts or music files) HSET: Access to handset functionality FEED: News feeds (eg RSS) WIDG: Widgets ADVR: Advertisements 9 . handset deployments and features Handsets Vendor name Abaxia Mobile Desktop Suite Aditon U-Daily Adobe Flash Home Celltick LiveScreen Media IntroMobile IntroPad Motorola SCREEN3 Nokia Ad Connector Onskreen Fusion Openwave Mobile Widgets Qualcomm uiOne (on idle screen) Tegic T9 Discovery Tool Webwag Mobifindit / Mobidgets Zi Qix Platform Access Promotion Launched Licensees Models Base CLNT TOOL OPER PUBL PRED U G C HSET FEED WIDG ADVR 2001 2H07 2H07 2000 2004 2005 2H07 2006 1H07 2004 1H07 1H07 2005 9 n/l n/l 3 1 n/l 1 0 3 0 1 1 30 n/l n/l >100 6 >15 n/l n/a 0 n/a 0 n/a 2 >12M n/l n/l >45M approx 20K >3M n/l n/a 0 n/a 0 n/a approx 50K • • • SIM • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Source: Vendor data.

Abaxia started as a privately funded company and has been profitable since its inception. 10 .PanSamSony Nokia Palm Sagem Sharp Ericsson rola sonic tech sung • • • • • • • • • S S S S S S S S S S S S • • • L • • • • • L • Client embedded on handset L Client installed post-launch S Client embedded in SIM The remainder of this section reviews individual vendors of active idle screen solutions from Abaxia’s Mobile Desktop to Zi’s Qix. a search application which enables predictive text queries for operator services. a dashboard for branding and access to handset features and operator services and • Mobile Finder. Abaxia sells Mobile Desktop as a white-label solution direct to mobile operators and major OEMs. SMS/MMS and email). ITM Chart legend Amoi BenQ HTC LG MotoPana. Abaxia Mobile Desktop Based in France. PIM information. logs.g. Belarus and Korea and employs 31 staff.manufacturers handsets shipped with the product (client software) embedded in ROM Vendor > Abaxia Mobile Desktop Aditon U-Daily Adobe Flash Home Celltick LiveScreen Media IntroMobile IntroPad Motorola SCREEN3 Nokia Advertising Connector Onskreen Fusion Openwave Mobile Widgets Qualcomm uiOne (on idle screen) Tegic T9 Discovery Tool Webwag Mobifindit/Mobidgets Zi Qix Source: Vendor data. The company was founded in 2001 with offices in France. Abaxia develops active idle screen products for mobile operators. multimedia files. Mobile Desktop is a suite of access. discovery and search applications replacing the handset idle screen. The Mobile Desktop suite consists of: • Mobile Portal.Table 3: Comparative analysis of AIS solutions . handset functions and on-device data (e.

The revenue model is a per-device fee as well as NRE fees for software development. Launched at 3GSM 2007. Aditon. Among the company’s plans in 2007 is a client port to Linux-based operating systems and other RTOSs and expansion into discovery of voice services. 11 . The company was spun off from PA Consulting in June 2006 and employs 17 people with offices in the UK. is a technology company which offers a platform for channelling advertising content into the handset idle screen. The client suite supports standardised protocols (OMA DM. in a total of 8 country operations). HTC. which Aditon claims makes for a less intrusive user experience. and is also working with Telefonica Spain. Aditon’s route to market relies on operators who then require OEMs to embed the U-Daily client on their handsets. Windows Mobile 5 and PalmOS platforms. The Mobile Desktop suite is a client-side solution that is integrated deeply into the handset. UIQ. Aditon’s client-side technology serves advertising to the idle screen based on a pre-determined schedule or in response to handset events (e. Beyond its OEM relationships. Evodial (2006). AMOI. Thanks primarily to the Orange account. integration and maintenance. Abaxia’s position has helped it ink global distribution agreements with major handset OEMs. BenQ and Samsung. In total. which helps it reduce its time-to-market for customised handsets. Abaxia reports that its client suite has been ported on 30 handset models across S60. Usage behaviour is collected by an Aditon personalisation server which automatically tailors the content served to the user profile. when an SMS is sent or a conversation is terminated). Aditon Founded in June 2006. therefore no operator-resident infrastructure is required. According to Abaxia. Abaxia reports over 12m handsets have been deployed with Mobile Portal to date.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY A third component of Mobile Desktop integrates with the SIM card for SIM-based idle screen customisation and service distribution. Aditon’s U-Daily is a client-server platform that pushes advertising content onto the handset idle screen. WAP Push.g. The company’s route to market is through operators who receive a share of advertising revenue. Aditon received its first round of funding by PA Ventures in October 2006. Abaxia leads the active idle screen solutions market for service access and discovery. SMS and USSD) to communicate with 3rd party servers. Abaxia boasts know-how of in-depth handset integration and operator requirements. and that two more manufacturer agreements are expected in the second half of 2007. advertising content and user subscription management. followed by Access’ NFDM product. while the company reports it is working on Windows Mobile and BREW ports. The U-Daily client technology has been implemented for selected Symbian and Java handsets. Abaxia reports it has secured licensing deals with Nokia. Mobile Portal has been deployed with operators Orange (since 2002. U-Daily operates on a hosted (ASP) model. Aditon’s technology is designed to allow the user to select which categories of ad content they would like to receive. IntroMobile IntroPad and Zi’s Qix. Aditon works directly with advertisers and charges them on a cost per action (CPA) model.

its route to market (via operators and not via OEMs) and the confines of its solution (Aditon’s solution does not extend all the way to advertisers).A UK trial involving a few hundred users is currently in progress and is expected to finish in mid 2007. although the product does not offer usage tracking and analytics. the richness of interactive graphics and the advanced Creative Suite tool which should lead the market of mobile content development tools. Thailand and 12 . Unveiled in February 2007. missed calls. whereas the current version of Flash Lite is around 400KB. Development of Flash Home modules is supported via Adobe’s latest Creative Suite 3 tool.5 billion-a-year company. Adobe is best known in the mobile industry for its Flash Lite application environment which is inherited from the acquisition of Macromedia in late 2005. Flash Lite is becoming a de-facto standard environment for graphically-rich applications. a per-user activation fee and revenue share on content services. for which it is seeking advertising partners. Flash Home is available as a white-label solution for mobile operators with licensing based on a per-device technology fee. The company is hoping to conduct a 5. Adobe plans to launch Flash Home during the second half of 2007. Flash Home is an idle screen-based client-server solution for push-based discovery of operator content. Much like Flash Cast. Key points of differentiation are the established base of Flash developers (claimed to be 3 million). No commercial deployments have been announced yet although according to the company. although it differs from them in terms of the client technology (idle screen application instead of an SDK). Flash Home leverages the same platform as Flash Cast. Singapore. Aditon competes with Amobee and Nokia Ad Connector. based on Flash Lite. Flash Home’s footprint is expected to be around 300KB. Celltick is a vendor of SIM-based active idle screen applications. The company is headquartered in the UK and employs 70 staff with offices in Israel.g. negotiations with four operators are under way. as the client has to access native handset functionality and features. Flash Home will be the first Adobe product to use the technology acquired from Actimagine in October 2006 which allows Flash Lite content to be played on feature phones due to its lower processor and memory requirements (even low end features as claimed by Adobe). Celltick LiveScreen Media Founded in 2000. a client-server offline portal solution. including two likely deployments in the second half of 2007. Adobe Flash Home A $2. Flash Home competes most closely with Motorola’s SCREEN3 and Qualcomm’s uiOne. Over-the-air content updates are communicated via a proprietary protocol. battery levels) and user content. its 220 million cumulative deployments across mobile and embedded devices place it second only to Java in terms of market penetration. with the first handsets with Flash Home expected in the first half of 2008. Banner ads are also supported. Russia. Flash Home differs in terms of the depth of integration into the handset. handset functionality (e.000-user trial in Germany starting in May 2007.

IntroMobile is a vendor of multimedia client-server solutions for mobile operators. Celltick boasts high-volume deployments with VimpelCom Russia (18m enabled subscribers). To transmit teasers to the handsets in the installed base. AIS Thailand. Hutchison Essar India. Intropad is complemented by Smartpath. an idle screen service discovery tool was developed in 2004 as a by-product of an active idle screen client deployment for SKT. LiveScreen Media is unique among idle screen service promotion solutions. sports. but rudimentary graphical capabilities and slight variations in the way that the content teasers are presented across handset models. The company reports that its multimedia messaging platforms have been used by 20 operators. IntroMobile is privately held. Due to the SIM and cell broadcast technology. Celltick uses a SIM toolkit application that offers an impressive target addressable market. Once a user reacts to a ‘teaser’ message. Celltick offers LiveScreen Media as a white label solution to mobile operators and increasingly to media providers. 9 handset manufacturers and 14 service providers worldwide. However. shorter sales cycles to operators and better support for Cell Broadcast technology. widget-like platform for delivery of internet services. the company employs 150 staff. infomercials and promotions that are channelled to the idle screen. Globe Philipines. including rapid SIM replacement rates (30%). weather updates. LiveScreen Media has been deployed mostly in Asia and the Middle East due to a number of factors. do not opt out of) the LiveScreen Media service. funded by the Korean government and regional private investors. KievStar Ukraine and Dialog in SriLanka. Celltick reports that 8 out of 10 users continue using (i. gossip or games that can be adjusted based on the user’s location. The product is available as a hosted or operator-resident service and licensed either on a peractive-user or revenue share basis. accounting in total for more than 45m active enabled subscribers worldwide. while the product may have an enviable target addressable handset market and the largest deployment base compared to other AIS vendors.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY Brazil. they are taken to a WAP page or connected to a customer service representative. a GSM network technology that allows small packets of information to be pushed to handsets with minimal network impact and adapted on a cell-by-cell basis. IntroPad. The LiveScreen Media client can be updated through SMS messages or using GPRS or 3G channels. Celltick’s LiveScreen Media is an application resident on the SIM card that pushes content and advertising teasers on the handset idle screen. 13 . Based in Seoul.e. an idle screen-based. Celltick is privately held and funded by VCs led by Amadeus Capital and Jerusalem Venture Partners. combined with a server for delivering content over cell broadcast and IP channels. IntroMobile IntroPad Founded in July 2000. its use is limited to developing markets and content promotions based on text and basic graphics. The SIM application periodically displays text and images including live news. LiveScreen Media utilises Cell Broadcast. with offices in North America and China. due the carefully orchestrated mix of pure content.

at which point in time. which can be personalised by the end user. email). On the client side. Browser-based ads are within the future plans for Ad Connector. but also within any application such as MobileTV. while the company is planning to move to Open Mobile Alliance Device Management (OMA DM) standardardised protocols. Nokia Ad Connector is an end-to-end platform that enables delivery of targeted ads to mobile devices. ad delivery platform. but which focuses on browser-based ad delivery. Advertisements can be inserted not only within the handset idle screen. such as a recently-launched video upload and sharing service. pay-per-use and pay-per-download. The revenue model varies between pay-per-channel. Nokia Advertising Connector Announced in March 2007. on-device portal and map applications.g. although the majority of the revenue comes from licensing to MNOs and software integration. handset functions (e. so as to accommodate non-Nokia devices and feature phones. IntroMobile is offered as a white-label client-server product for mobile operators. IntroPad has been embedded in approximately 20. Qualcomm’s uiOne and Motorola’s SCREEN3 as well as browser vendors such as Openwave and Opera who are moving into idle screen service discovery. On the server side. management and analytics for ad publishers as well as operators and allows users to opt in or out of ad channels. IntroPad is available for WIPI (Korea-specific). targeted at mobile operators and media publishers. Despite the product’s low handset shipments. 14 . its proximity to the Korean operators puts it in touch with much know-how on delivering advanced multimedia services across fixed and mobile networks. The Ad Connector SDK caches ad media. Content is pushed via a set of channels. The server logic determines which ad will reach which subscriber. The service is expected in launch in 4Q07 and is completely independent of the Nokia Ad Service announced concurrently.IntroPad functions as a tool for discovering user-generated content (SMS. The Ad Connector is positioned as a white label. Bluetooth). the platform provides ad publishing. IntroMobile reports deployments of IntroPad with SKT (2004). an SDK allows the integration of the ad stream into any handset application. Symbian and Windows Mobile platforms as well as Java (with limited functionality). Product revenues are to be based on the CPA (cost per action) model. IntroMobile’s IntroPad competes with Abaxia’s Mobile Portal. KT (two deployments in 2005 and 2006) and a commercial pilot with Telecom Italia Mobile during the Torino 2006 Winter Olympic Games. as well as operator and third party content. Ad Connector is a white-label client-server platform. The IntroPad client can be updated over the air (OTA) using a proprietary OTA technology. contacts. based on customer requirements. Nokia has announced plans to integrate the SDK within its own applications. music player. The Ad Connector technology allows ad targeting based on decision mechanisms at both the client and server. According to the company. profiles usage and manages ad relevancy in terms of content and its placement within handset applications. LG and Pantech.000 devices shipped to date by Korean manufacturers Samsung. although plans to integrate with 3rd party applications are not yet clear.

India since March 2006. Openwave is publicly traded and listed in the NASDAQ National Market. with most churn occurring one month after product activation. employing 8 staff with offices in Seattle and an engineering base in Mumbai. It is a client-only platform which relies on SMS push and XML-based content pull to refresh the content presented to the user.g. Onskreen is facing increasing competition in the AIS market and will find it challenging to secure deals outside its local Indian market. internet content feeds and third part content sources (e. MIDAS is offered 15 . plus customisation and maintenance fees. The Finnish OEM believes that it is uniquely positioned within the value chain to offer a mobile ad publishing platform. on Symbian handsets. Fusion is Onskreen’s client-only platform for the discovery of content and services through the handset idle screen. so that operators can target handsets from multiple manufacturers using a combination of SCREEN3 and Fusion clients. and employs 1300 staff in 12 countries. Fusion is available on Symbian handsets with Windows Mobile and J2ME versions in the pipeline. and is charged on a peractive user basis. Onskreen reports that Fusion is used by the majority (65%) of the enabled user base. Openwave is a vendor of browsers and mobile software solutions. The company’s key product is the Openwave web browser with a market share of over 50%. Onskreen is a software vendor of idle screen promotion solutions. Fusion’s technology caches content locally on the handset to reduce latency when accessing content. The company is headquartered in California. due its global reach and the uniqueness of an integrated solution that can bridge the gap between operators. Openwave Mobile Widgets Founded in 2000. The company is privately funded. Onskreen Fusion Founded in September 2004. Onskreen has realised one commercial deployment of Fusion with Airtel. special offers and services). Fusion is a white label solution targeting operators primarily. The product is differentiated by an easy-to-deploy client-only solution that does not require a dedicated server. Fusion competes with Qualcomm’s uiOne and Adobe’s Flash Home.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY Nokia reports that it has already completed a trial of Ad Connector on N-series S60 3rd edition devices and is scheduling a product launch in November 2007. The product offers direct access to the operator content catalogue (downloads. The company is also implementing support for the client-server protocol used with Motorola’s SCREEN3. publishers and handsets. This latter characteristic makes the product attractive to tier-2 and tier-3 operators. In parallel Opewave has re-productised their browser components into a Mobile AJAX application platform called MIDAS. media companies. Google mail or advertisements).

Mobile Widgets competes with IntroMobile’s SmartPath. Openwave expects to announce two commercial deployments of Mobile Widgets in 2007 in Asia & North America. Webwag’s Mobidgets and Nokia’s WidSets (although the latter is not resident on the idle screen). Symbian. uiOne allows promotion of operator teasers and services. however. BREW is mainly available on ODM handsets equipped with Qualcomm MSM chipsets. the company reported it was doubling internal product resources in March 2007. albeit at the cost of complex development. Openwave faces continuing challenges in the commercial deployment of MIDAS. and an intellectual property licensor.1 or greater). idle screen discovery and on-device portal functionality. Building on the MIDAS platform. as well as discovery of handset features. premium widgets. The revenue model for Mobile Widgets is typically a per-handset fee. The company reports that Mobile Widgets are available on Windows Mobile. Openwave offers an AJAX SDK to operators who can create exclusive widgets for their subscribers. Opewave is considering alternative licensing schemes such as per-widget licensing and sponsored. uiOne 16 . Mobile Widgets is a content discovery and delivery product that fully integrates with or replaces the handset idle screen. Linux and on OEM proprietary platforms. Mobile Widgets offer a customisable range of news tickers and widgets that act as a graphical front-end to operator services and third party content. BREW. uiOne idle screen implementations exist only for Qualcom’s BREW application environment (version 3. Musiwave music application and MediaCast on-device portal) and • to handset OEMs as a platform to reduce time-to-market for customised handsets. uiOne technology offers flexible customisation of the idle screen layout and contents.• to operators as a choice of white label products (including the Mobile Widgets. uiOne offers extensive UI customisation features for operators and UI personalisation options for end users. based on the TrigML language (a hybrid combination of Java and XML). Announced in November 2005. but the repositioning of the application platform to value-added products should help the company strike deals with operators in 2007. Openwave’s Profiling and Personalization System (OPPS) can also be combined with Mobile Widgets. Qualcomm is headquarted in San Diego and employs more than 9. MIDAS has not so far achieved any operator deployments. The product is offered to mobile operators as a white-label product on a revenue share or per-active-user basis. uiOne technology was inherited from the Trigenix acquisition in 2004 and is developed within Qualcomm’s Internet Services business unit (QIS). Mobile Widgets is a client-only product that can use standardised OMA DM protocols for connection to mobile device management (MDM) operator infrastructure. Through the handset idle screen. Qualcomm uiOne Founded in 1985. uiOne is Qualcomm’s handset software technology that delivers handset theming. Qualcomm is a heavyweight $7B per year vendor of chipsets and software solutions.000 staff in 26 countries.

Abaxia’s Mobile Finder and Webwag’s Mobifindit.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY clients can be managed through Qualcomm Delivery One server infrastructure which is available on a hosted or operator-resident basis.g. When the user presses keys from the idle screen. The company hopes to secure two more operator deals for uiOne in Europe during 2007. London. email). Tegic’s T9 has been shipped on 2. New Delhi. access to remaining free minutes under the service plan). the uiOne client is available on the O2 ICE handset and the TIM Onda handset. Tegic’s Discovery Tool is offered as a white label product that helps a) b) operators to increase data ARPU due to easier service and content discovery and manufacturers to offer a direct and logical way to access features. Based in Seattle. PIM data. Tokyo and Singapore. an idle screen service promotion solution (see case study in section C). Tegic’s software produces a list of the most likely keyword matches to the keys. menus. highlighting the advantage of using existing operator infrastructure. Tegic is an established vendor of text input technology for handheld devices and the developer of the T9 Text Input product. Tegic’s Discovery Tool is a client product that indexes all data structures on the device (e. much like the functionality offered by Zi’s Qix. being a pure textual interface with minimal branding. launched Celltop. uiOne competes with Abaxia. The technology will initially be integrated on Windows Mobile and S60 platforms. The product allows the user to discover own content (contacts. Bluetooth) and operator services (e. call logs. Tegic T9 Discovery Tool A wholly owned subsidiary of AOL LLC since 1999. preliminary feedback from operator trials is encouraging. as well as extensive customisation and personalisation options. Hong Kong. In Europe. Seoul. Adobe.g. it is suitable for high end to relatively low end phones (although the indexing process can be processor-intensive).4 billion embedded and mobile devices units and is available in 64 languages T9 Discovery Tool was announced in February 2007 as a predictive search tool invoked through the handset idle screen. Note that TIM’s uiOne deployment leverages a Qualcomm-hosted Delivery One system. but differs in that. Paris. Since the product can be adaptively scaled to varying memory/processor handset capabilities. Tegic employs 170 people (60% engineers) in Brazil.g. application data). Beijing. According to the company. IntroMobile and Openwave and boasts native integration to the BREW platform (but is dependent on BREW). handset features (e.g. uiOne’s most notable deployment is with US operator Alltel which. Tegic’s Discovery Tool competes closely with Zi’s Qix. in January 2007. maps). functions. it does not impose major 17 . Tegic reports that it is close to announcing its first operator and handset OEM customers for its first deployment of T9 Discovery Tool. the ability to reach mass-market phones and the easy accessibility of operator defined content (e. applications and content on the handset. uiOne is focusing on two challenges: luring mobile UI developers to its platform and developing a web-based personalisation portal for end users.

modifications to the UI. Webwag is VC funded and employs 10 staff with offices in France. Mobifindit is available for S60 and Windows Mobile handsets. Zi Qix Founded in 1996. across consistent user experiences and personalisation options. For example. contacts. Thanks to its predictive text-input product. 18 . another young company that develops active idle screen solutions Mobifindit and Mobidgets. contacts. Zi Corp is an established vendor of text input solutions. handset features and operator services. with a limited-functionality J2ME version also available. Webwag hopes to develop a converged web and mobile widget platform providing access to content. Qix brings up a matching list of contacts. The widget platform is offered as a Symbian S60 and a Windows Mobile version.g. In March 2007. a technology advantage in terms of data indexing know-how and significant R&D investments behind the product. Webwag reports that Mobifindit underwent a commercial pilot in February 2007 with SFR (Vodafone France) on Symbian S60 2nd edition handsets. eg SMS. Mobidgets operates a direct-to-consumer (D2C) model which is monetised through advertising revenue share. Mobidgets is an idle screen widget platform for service access and discovery. The product is available for S60. much like Zi’s Qix. Whenever a user presses a key from the idle screen. handset features such as Bluetooth and infrared. Mobifindit predictively matches key presses against of user-generated content. Launched in February 2005. Webwag provides a downloadable SDK for the development of Mobidgets by 3rd parties. UIQ and Windows Mobile platforms. Webwag announced the acquisition of Mobease. typing a key sequence of 62 (MA) brings up a shortlist of contacts like Mary. and third party content (including content retrieved through Webwag partner Yahoo). email). Zi reports licensing agreements with over 100 OEMs & ODMs of mobile and embedded devices and that its software is embedded in more than 860 device models. Europe and Asia. Zi employs 75 staff with offices in North America. The company is publicly traded and listed in the NASDAQ National Market and the Toronto Stock Exchange. features and service links. Launched in September 2006. Mobifindit is an idle screen based tool for predictive search.0 widget-based personalised start-page. Qix also offers a lightweight server component to manage service keywords which Zi plans to enhance with analytics and campaign management functionality. Mark or Martin. Tegic further boasts a global base of manufacturer customers. Webwag Mobilefindit / Mobidgets Founded in 2006 by ex-Google France managing director Franck Poisson. Webwag offers a Web 2. Switching to a different view of Qix brings up a list of ringtones from Madonna or Massive Attack. Typing 252 (ALA) brings the user directly to the handset’s alarm clock function. expected to be released in May 2007. Zi’s Qix is an idle screen-based application for predictive search and discovery of user-generated content (e.

Qix’s first commercial deployment is planned for the second half of 2007 with T-Mobile UK. One of Zi’s challenges has been to clearly communicate Qix’s value proposition. T-Mobile MyFaves and Vodafone Live! Cast. Amobee’s solution presents an end-to-end platform to ad publishers that delivers ad content to a variety of mobile channels. Moreover. it is worth crediting Orange with the highest number of handset shipments with embedded clients. Section C . The revenue model for Qix is a combination of NREs and perdevice fees. European and Korean markets. Vodafone Germany. TMN Portugal and Vimpelcom have deployed some form of AIS products. Amobee is developing the Handset API (HAPI) SDK for insertion of interstitial and banner advertisements into handset applications.Deployment Case Studies This section presents seven case studies of active idle screen product deployments. In total. Qix has been slow to leverage its market lead and secure customer deals. although not an active idle screen vendor. T-Mobile US. To date. Zi positions Qix as a complement to idle screen-based service promotion applications such as tickers and advertisements. The company’s revenue is based on a cost per thousand impressions (CPM) model. News of the World. while Zi also hopes to move into the per-click revenue model. Motorola SCREEN3. and a second phase will take place with N73 throughout the course of 2007 at similar volumes. but as a service discovery solution. spanning North American. Although it appeared in the market in early 2005 with a unique proposition. Miscellaneous vendors Finally. namely Alltel Celltop. Alltel. UEFA and McAfee). Lenovo. shortcuts (QixLinks) and banners (QixLinks Ads) presented by Qix. SKT.000 Nokia N70 handsets. as well as service keywords.000 ad impressions to 20. in-game. in-application channels and the idle screen. Jetix. Sonic the Hedgehog. SKT 1mm. S60 Active Idle.000 unique customers using 20 advertiser brands (including Harry Potter. results indicated a 33% increase in voice and data ARPU. three competing products from Tegic. These case studies cover both manufacturer and operator–led AIS deployments. Amobee reports that the HAPI has been integrated in 12 applications to date on 15 handset models deployed in 4 markets (in Europe. Of these deployments. Abaxia and Webwag appeared offering similar functionality. Vimpelcom with the highest number of deployed 19 . In early 2007. the company claims it is serving over 100. including SMS. A second deployment will follow with N73 handsets. MMS. Orange Homescreen. not as an on-device portal. In trials of Qix with Virgin Mobile UK in early 2005 involving several hundreds of participants. although this is technically possible through its HAPI SDK. WAP. Orange UK. The company has not deployed ads through the idle screen yet. across 25.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY Qix targets tier-1 operators in Europe and North America as a white-label service discovery solution operators can customise the product user interface. US and the Middle East) across 5 mobile operators.

The software supports access to handset features and user data. ringtones. Alltel with the most personalisable active idle screen product and T-Mobile US with the first AIS product designed to boost voice ARPU. STATS (sports information) and AccuWeather (weather forecasts).0 formats. and content of the Cells can be changed by the user. The product is integrated as a feature within Motorola’s handset software platforms. stocks. LG and Samsung). Alltel is also planning to open up the Celltop SDK to 3rd party developers to enable the development of a greater variety of available cells. the UI design of Celltop and the project management. basketball and pro rodeo. Alltel opted to use Qualcomm’s uiOne solution. Each cell is a gateway to a different service component. a feature which Motorola hopes will resonate with mobile operators keen to see a return on their 3G investments. Celltop is Alltel’s active idle screen product which enables direct access to external content and handset functionality. telecoms software house Aricent (responsible for design. The colour. SCREEN3 is a client-server based solution capable of delivering XHTML-formatted content on the handset idle screen. namely OEMs (primarily Motorola. Celltop displays information on the idle screen using a vertically split screen arrangement. Alltel contracted frog design. frog design was also responsible for the user research. baseball. development and testing of Celltop). A number of parties were involved in creating Celltop. weather. messaging inbox. news. The operator hopes to have all handsets equipped with Celltop by the end of the year. Launched in January 2007. SCREEN3 can deliver operator or 3rd party advertisements on the idle screen. 20 . SCREEN3 is Motorola’s idle screen-based service discovery platform. while the motoRAZR V3m. frog design reports that the project went from design to delivery within twelve months. In order to design and develop Celltop. football. content provider Motricity (providing content aggregation and repurposing) and content publishers such as Associated Press (news). a natural choice given that the operator has been using BREW-powered handsets since 2002. Motorola SCREEN3 Launched in 2005.on-SIM clients. but does not support scripting. a US-based creative consulting firm. In its latest iteration. Celltop keeps a record of a user’s location and preferences and delivers targeted content to each cell. motoKRZR and the LG AX245 are planned for launch within 2Q07. order. Content is fetched from content delivery systems serving XHTML or RSS 2. SCREEN3 is also capable of pushing dynamic video links directly to the idle screen. There are ten cells currently made available by Alltel: call log. Each halfscreen vertical strip is called a “cell”. Alltel Celltop Alltel is a major North America mobile operator with over 11M users. Celltop is currently available on LG AX8600 and Samsung u520 handsets. No information is currently available regarding service usage and adoption by the end users although Qualcomm reports that early results indicate a rise in conversion rates (users that switch to Celltop-enabled devices).

pre-sales. by marketing SCREEN3 as a feature to operators. representing an increase of approximately 100% over 2005. as well as it’s Linux-based (EZX and L-J) platforms. During 2006. On proprietary devices the Homescreen is primarily implemented by manufacturers’ in-house development teams. contacts. • ARPU increase (voice and data). The Orange Homescreen was introduced in 2002 as part of Signature handsets portfolio and has since been featured on every Signature handset. As a Motorola product.g.g. The Orange Homescreen client resides on the idle screen and offers a familiar one-click access to the most commonly used handset functions (e. For Orange. by facilitating access to revenue generating functions and services 21 . SCREEN3 has launched with 13 operators around the globe including Cingular. Abaxia’s Mobile Desktop product has provided the idle screen client technology for most Signature Open OS handsets to date. bookmarks to the operator’s WAP portal). a multidisciplinary group within Motorola’s Motorola Devices business supporting design. In total. deployment and operational aspects of the product. Homescreen provides a user interface with consistent look-and-feel across Signature devices.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY SCREEN3 is managed by the xProducts and Experiences team. SCREEN3 has not been licensed by other handset OEMs. According to Orange. Motorola is one of the main contributors behind the OMA DCD (Direct Content Delivery) work group which aims to standardise content delivery protocols across handset idle screen solutions. According to the company the revenue generated by server-based service fees is low compared to the perceived profit gain by driving incremental device sales. The Homescreen’s primary functionality is to reduce the number of clicks required to reach an application. messaging. Motorola’s primary aim with SCREEN3 is to increase handset sales and differentiate. camera) as well as operator specific services and content (e. Telefonica and CMCC. calendar. This creates challenges for operators who would need to deploy a consistent promotional campaign across their subscribers. the benefits of the Homescreen are threefold: • Increased usage of services (voice and data). SCREEN3 is tightly integrated into Motorola’s product management cycle and is treated as a feature which operators choose to switch on/off when procuring the handset. 13 million handsets with the Orange Homescreen have been shipped to date. approximately 70 Signature devices were shipped with the Homescreen product. The solution is currently enabled on millions of Motorola 2.5G handsets shipped (approximately 13 different handsets based on Motorola’s proprietary software platform and one Linux-based model) and the entirety of 3G handset products. Orange Homescreen Orange Homescreen is the mobile operator’s idle screen product offering branding and access to operator services. call history. To overcome these challenges. development. Since 2005. In addition. function or service as well as to provide “preferred discovery” into specific applications serving branding or promotional goals. The product forms part of Motorola’s proprietary (P2K) platform.5G and 3G handsets worldwide (estimated at over 3m). SCREEN3 has been embedded in a wide range of 2.

Orange Downloads. Orange also announced that its Orange Photography service powered by Newbay’s Pixota client has achieved over 1 million mobile phone uploads in the first 5 months of service. Nokia has restricted access to the plug-in SDK to Nokia partners and thus only a few tens of plug-ins are currently available. in terms of a customised idle screen product available across more than 100 models. This compares favourably to similar solutions of other operators that are available on only a few models in the range. process know-how and commercial relationships. before becoming widely adopted. 22 . There is no provision of over-the-air update of the product at this stage. which is accessible via the Homescreen. powered by Surfkitchen. Furthermore. an enterprise email notifier. The operator attributes its competitive advantage to leading edge technology. and secondly idle screen customisation by mobile operators. the product can host plug-ins such as a mini-dashboard to the media player. Direct advertising via the idle screen is being evaluated. user personalisation features are being developed including customised Homescreen plug-ins. Active Idle has been embedded on the S60 2nd and 3rd edition platforms across over 30 different handsets (mostly from Nokia). Although these results cannot be attributed directly to the Homescreen alone. Orange plans to extend the functionality of Homescreen product with additional features that ease contact management. The framework has been designed to allow two scenarios: firstly S60 licensee-branded idle screens including manufacturer shortcuts. the Orange Downloads application has increased download data ARPU by nearly 100%. while WAP (OrangeWorld) revenues went up by 30% through deep linking. provide access to customer information. Active Idle is typically used to display shortcuts to handset features and operator premium content. S60 Active Idle S60 Active Idle is Nokia’s framework for idle screen application development and deployment. and content feeds. Orange has released data for its store-front application. but is not within the company’s immediate plans. or an RSS news reader. 13m handsets and 9 handset manufacturers. through a common customer experience across the handset portfolio Although no specific data has been publicised regarding the ARPU or usage increase achieved through the Homescreen.• Increased customer satisfaction and loyalty. More importantly. Orange’s Homescreen provides the operator with a significant advantage over competing operators. Repeat visitors have gone up by 30% for both Orange Downloads and OrangeWorld. Orange believes that mobile advertising must mitigate all risk of negative impact to the user experience. Since its launch on the Nokia 6680 in 2005. According to the operator. it is likely that users are encouraged to use such services when it is easier to discover them through a familiar interface. The product delivers branding and service shortcuts through the idle screen with the aim of increasing device usage and handset sales. Active Idle functionality can be disabled by end users on Nokia handsets.

A similar study of usage patterns by Nokia in 2006 concluded that the top five contacts of a subscriber receive over 50% of voice calls and over 70% of SMSs. innovative applications like the Flash Lite-based idle screens and Zi’s Qix for S60 are not based on Active Idle. an active idle screen client for service access and discovery. active idle screen client. finance news. Alongside T-plan and T-login. T-Interactive forms a more pragmatic service proposition. having attracting less than 40. The avatar sitting on the idle screen communicates with the user using a natural language. sports news. SKT launched an evolution of 1 mm in 1Q07. T-Mobile’s MyFaves is a calling plan supplemented by a customised. Opening up the product’s plug-in SDK should see significantly higher levels of innovation in plug-in development and as a consequence greater operator interest in exploiting the Active Idle platform for service search and promotion. such as stock ticker. an umbrella brand for the operator’s HSDPA-based services.000 subscribers. The 1 mm avatar can analyse the subscriber’s usage patterns and automatically adjust its content recommendations – for example by suggesting when new songs are available for a particular artist based on the user’s music download history. as in the case of 1 mm. personalised and tailored user experience. The manufacturer does plan to release the Active Idle SDK to the public with a future product version. A key difference with T-Interactive is that the services offered are predefined rather than dynamically discovered and selected. T-Mobile MyFaves Launched in October 2006. 1 mm comprises an animated avatar that offers personalised recommendations for SKT content. SKT 1 mm Launched in April 2005 by SKT. The MyFaves client shows a carousel of five pictures. highly interactive. 1 millimeter (1 mm) is an active idle screen product.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY The manufacturer admits that the capabilities of Active Idle have not been used to their full potential by network operators. SKT’s rationale for 1 mm was to increase mobile data usage by providing a close-proximity (hence the 1 mm name). the T-interactive service falls under SKT’s “T” product family. corresponding to five contacts to which the subscriber may place calls with just one click. Compared to 1 mm. music store and e-books. possibly hinting at the limited use cases for the current architecture of this S60 feature. The 1 mm service appears to have suffered from poor execution focusing on the user interface rather than on the value and service proposition for end-users. A T-Interactive subscription is offered for the equivalent of 2-4 US$ per month and is currently available on 45 handset models. 23 . 1 mm achieved limited success and was discontinued after only 90 days of operation. Moreover. text chat-like interface. However. T-Interactive provides access to a few easy-to-understand services. in the form of T-interactive. T-Mobile’s service/client bundle builds on Tmobile’s own research results which indicated that most subscribers tend to make 65% of their calls to only five numbers. Korea’s largest mobile operator.

the user would be taken to the Vodafone WAP portal to directly access the full article. In 24 . No performance results have yet been released regarding MyFaves. However. Subscribers select the five contacts of their preference when initially registering for the service. one-touch communication (voice. the Live! Cast project was not fully commercialised due to technical issues with cell broadcast incompatibilities across telecom infrastructure providers. as a commercial pilot to 50. The MyFaves service/client bundle is designed to increase voice and data usage as well as attract new customers. regardless of their network. economics and sport to the handset idle screen. Sagem myV-76 and Sony Ericsson K750i handset models launched by Vodafone Germany.2. the user is presented with a set of actions namely ‘call’. The client comes pre-installed and activated on a selection of MyFaves branded handsets and can also be installed on compatible handsets post-sales through firmware over-the-air (FOTA). T-Mobile’s MyFaves is similar to Alltel’s MyCircle. but differentiated by its attractive eye-catching user interface that sits on the handset idle screen.The calling plan includes unlimited free calls to five numbers nationwide. The Live! Cast solution was designed and developed by an internal Vodafone team using an SVG-Tiny 1. Ikivo co-led the standardisation of SVG-T 1. Vodafone Live! Cast Vodafone Live! Cast is an active idle screen service for content promotion. As of April 2007 there are 35 handsets supporting MyFaves from manufacturers Nokia. The Live Cast client was embedded in the Panasonic VS3. while an OSGi-compliant protocol was used for management of the clients.000 participants on a free trial basis until March 2006. Live! Cast was a pioneering service that delivered headlines from politics. The pictures can be either selected out of an icon collection which is bundled with the product or any photo that is stored in the handset. an unlimited calling plan for 10 contacts. which are always available on the front of idle screen. The service was launched by Vodafone Germany in 4Q05. The basic calling plan does not include free SMS/MMS/IM messages although it can be combined with an unlimited messages plan for an additional cost. Motorola. As a pre-cursor to Live! Cast. a standard which introduced transparency elements in SVG-T and was later incorporated into SVG 1. Cell broadcast technology was used to efficiently transmit content updates to handsets in the installed base. Upon clicking on a news headline.1 player by Ikivo and XHTML browsers by Openwave and Opera. The idle screen client is the key differentiator of MyFaves in comparison to similar offerings by other operators. Samsung. The client replaces the idle screen with a carousel of five pictures. each representing one of the five contacts. ‘share picture’ and ‘send voice note’.com). ‘send message’. After selecting the desired contact. via an animated pop-up window appearing in the lower half of the screen. messaging or photo sharing) with the five most important contacts.1 Plus in 2004 with Vodafone. The service is designed is to have easy. The service was eventually discontinued due to technical challenges. Each of the five contacts can be changed once a month either through the idle screen client or via T-Mobile’s personalised on-line portal (myt-mobile. RIM and T-Mobile branded HTC phones.

which defines how UI customisations are specified and communicated in a way that is consistent across handset models and manufacturers. The two leading mobile operators. In GSM markets. Firstly.Market Trends This white paper has so far discussed the active idle screen solutions market. but also complete UI customisation. UIs as ringtone downloads Japan. The changes are not simply superficial.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY February 2007. three elements will be leading to this UI-as-a-ringtone reality by 2010. Secondly. and TAT (Cascades). not only the handset theme changes but effectively most of the interface from the idle screen. as they affect the content layout on the built-in applications as well as the crossapplication journeys. the downloaded UI. which makes this commercial feat both unique and nigh impossible to replicate in any other market. the Dynamic Content Discovery (DCD) specification currently being drafted by the OMA standards body. 25 . offers a glimpse of the future of not only idle screen customisation. starting with idle screen widgets. Thirdly. for example by going from a BMW-branded to a Barbie-branded UI. The whole process is specified and mandated by the network operators. as handset software margins are continually squeezed. such as those on offer by Digital Airways. a user can purchase and download a branded user interface in the same way they can download a ringtone. Upon installation of a new UI. the German football league. Acrodea works with 16 content providers in Japan who create customised UIs for handsets sold by Japanese operators. to the soft keys and the built-in email and dialler applications. DoCoMo and KDDI have chosen Acrodea’s technology as the UI platform that will be embedded in all their phones by the end of 2007. Acrodea’s Vivid UI technology has gradually become the de facto UI customisation solution for the Japanese market. Japanese operators use Vivid UI in a fashion similar to a content platform. based on Acrodea’s technology platform can transform the user interface radically. Vivid UI publishes an API specification that is then used by manufacturers to integrate their applications into the platform. according to the Japanese software vendor. Nucleus (Inflexion). but more importantly in the form of tools for rapid. This final section outlines three key trends that will be affecting the market of idle screen solutions. Section D . the wide availability of UI customisation solutions. end-to-end handset UI redesign. reviewed a dozen AIS vendors and presented a number of case studies of AIS deployments. the world’s most advanced market for mobile operator services. the Vodafone-Ikivo collaboration further led to the development of an on-device portal and mobile TV application with content branded for the Bundesliga. not only in the form of AIS offerings. Technology-wise. the trend for software vendors to move away from per-device royalties into per-activation and further into download revenue share models.

consumer acceptance of mobile advertising is still untested and uncharted territory. Another example is that idle screen advertisements are far more effective if the software can ensure that the mobile handset is in front of the user and not in their pocket. from 3G and MMS to HSDPA and Mobile TV are failing to achieve widespread adoption and therefore fall short of their initial expectations. voice ARPU has not only reached a 26 . at their own peril. Firstly. most efforts. mobile advertising can easily turn from a casual reminder of promotional items to an intrusive and unwanted nuisance that mars the user experience. According to Celltick. its near-always-on presence and its relative lack of intrusiveness. 35%-40% infomercials. mobile advertisers must include easily accessible opt-in and opt-out mechanisms for end-user management of ad channels received. Voice. Advertising is seen as a third source of ARPU for mobile operators. sponsored news. Expanding a client ad platform across a critical mass of handset models and volumes will be one of the hardest challenges to overcome. handsets come with a variety of screen sizes. Mobile-specific tools for ad publishers will be essential to overcome this challenge.Idle screen advertising will fail before it succeeds In 2007 mobile advertising is undergoing a period of major hype. For example. the hype surrounding mobile advertising will lead players keen on advertising dollars to ignore the domain-specific challenges that the mobile domain entails. Secondly. Yet. the effect and efficiency of the ad impression will be significantly different if it appears on the idle screen. At the same time. product placements) and hard promotions will be instrumental to the success of this new medium. infomercials (i. Repurposing the ad media for different screen sizes will be important to ensure that the ad reaches the consumer in the format and style intended. when and how an ad will appear within the user journey. so as to ascertain where. As discussed in section A. due to its proximity to the user. This implies an intimate knowledge of handset technology. or when a user is typing a calendar entry or is in the middle of a phone conversation. Last. and certainly not least. Fourthly. mobile ad placement requires determining the best context and time for inserting an ad. monitoring ad impressions and click-through will be instrumental in determining the most appropriate context and time for ad insertion. Besides a carefully balanced mix of news. However. following voice and data ARPU and therefore a major untapped opportunity of a magnitude of a billion units per year. will be faced with failure. the idle screen is the most soughtafter inventory in the mobile handset.e. 40% pure news. and 10% sponsored news. Naturally. rather than cropped. the next killer data application Mobile operators have continually tried to seize every opportunity to grow their data revenues. the ideal mix of these elements involves 5-10% hard promotions. There is no doubt that over-enthusiastic efforts to place ads in mobile handsets before the technology and commercial agreements mature. Thirdly. Carefully managing the mix of pure news. infomercials and hard promotion. mobile handset technology is highly fragmented.

6%) in 2007. Yet mobile data ARPU has far from compensated for this shortfall. content providers and advertisers. but data services and handset or SIM customisation. Informa Telecoms and Media research indicates that voice ARPU fell from a global average of $19. discovery and advertising of mobile services. T-Mobile US and Vimpelcom being behind the most innovative and aggressive deployments. before active idle screen solutions become a standard feature of most mass-market handsets by around 2009. the T-Mobile MyFaves service will undoubtedly serve as a role model for operators throughout developed markets. manufacturers. 27 . As operators are coming under increasing pressure to sustain their ARPU. As the market crosses the early adopter chasm. Yet another example is SoloMio’s (now Openwave) In-Call handset client which offers phone users more choices for taking calls when otherwise occupied.ACTIVATING THE IDLE SCREEN: UNCHARTED TERRITORY plateau. T-Mobile¹s MyFaves is perhaps the leading example of this new generation of services which combine a tariff plan. but also reverse the trend of declining voice ARPU. Conclusions 2007 is clearly the year when a wave of vendor announcements has hallmarked the establishment of the active idle screen market. There are already a number of services which encourage users to increase their voice calling. Orange. a number of challenges remain. The idle screen is clearly the prime real-estate for providing access. namely technology know-how. Qix’s Zi (alongside Abaxia’s Mobile Finder and Tegic’s T9 Discovery Tool) facilitate looking up an address book contact and calling them up. but is on a declining trajectory. search. Informa Telecoms & Media believes that operators should refocus their strategy to not only achieve increases in data ARPU.84 in 2005 data service ARPU dropped to $2.34 (7. Moreover. In other words.65 in 2006 and is expected to drop further by $1. with Alltel. which again has been shown to increase voice calling. Some 15 vendors are now offering AIS solutions. as the several billion handset idle screens in the market represent uncharted territory for operators. There are plenty of opportunities. they will be reconsidering the long-ignored voice services and refocusing some of their efforts on building more value-added voice services combining not only voice. building lasting handset manufacturer relationships and reducing the impact of time-tomarket.07 in 2007. As they do this.38 in 2005 to $17.81 in 2006 and is forecast to climb by just $0. mobile operators should reconsider voice as a possible new killer data application. Another example is Comverse¹s Visual Voicemail which encourages more interaction (voice and text) with the voicemail callers. a data service and handset customisation to deliver a truly unique experience that encourages users to make more calls. Informa Telecoms & Media believes that exploitation of this territory will proceed rapidly with a significant increase in regional deployments of AIS in 2007. From a global average of $2. deployed by over 10 mobile operators to date.