Services for UMTS: Creating Killer Applications in 3G

UMTS is not about technology, it′s about Services...
The UMTS (Universal Mobile Telecommunications System) or 3G (3rd Generation mobile networks) environment is the ultimate convergence of fixed and mobile, voice and data, content and delivery. The result is the largest, and most complex communications system that man has designed. The industry is expected to generate revenues in excess of a trillion dollars in less than ten years. If you want a challenge, then this is the industry to be in.
Services for UMTS is about the near future, where UMTS allows mobile phones and other devices for communications, entertainment, personalised services, utility and fun to be used in new ways.
While it is difficult to predict the future in a precise way, broad categories and general service ideas are emerging. This volume looks at over 200 of these possible applications and provides more detailed scenarios on over 170 of them. It explores these ideas in depth, with suggestions on how to create exciting and viable services for a new world.
Written for the non–technical reader and with a strong business focus, Services for UMTS is a "must–read" for anybody wanting to enter the UMTS environment, to understand it, or to make money in it.
Services for UMTS intends to answer many of the current UMTS service questions as well as introduce new ideas and concepts to enable operators to create a winning UMTS services strategy.
∗ What should be the focus of service creation for rapid profits in UMTS
∗ What are the key segments that should be addressed with UMTS services
∗ What are the roles of the network operator, service provider, application developer, system integrator, and others in partnership
∗ How to build more value into digital services to turn them into killer applications for their target segments
∗ What are the differentiating factors that will separate the leaders from the UMTS pack
∗ How t he new Mobile Internet differs from the existing fixed Internet, and why users, content and revenues will migrate to the Mobile Internet
∗ The 5 M′s of creating desirable and profitable UMTS service

Spis treści:
Foreword (Hadden).
Acknowledgements (Ahonen and Barrett).
Intro to UMTS services –
The Future Starts Here (Barrett and Ahonen).
Attributes of Services for UMTS –
What Makes for Desirable Services (Ahonen and Barrett).
The 5M′s of UMTS services –
Killer Wanted (Ahonen and Barrett).
Services to Address Movement Needs –
Escaping the Fixed Place (Keskinen et al).
Services to Address Moment Needs –
Expanding the Concept of Time (Keskinen et al).
Services to Address the "Me" Needs –
Extending Me and My Community (Anderson et al).
Services to Address Money Needs –
Expending Financial Resources (Ahonen and Barrett).
Services to Address Machine Needs –
Empowering Gadgets and Devices (Barrett and Ahonen).
Types of UMTS Services –
Categorising the Future (Barrett et al).
Marketing UMTS Services –
Segment, Segment, Segment! (Rastas et al).
Competitiveness in UMTS –
The Winner Takes It All (Barrett et al).
Partnering in UMTS –
When you cannot do all of it alone (Ereth et al).
Business Case for UMTS –
Revenues, Costs and Profitability (Ahonen and Barrett).
Technical Primer to UMTS –
WCDMA Technology for the Layman (Holma and Toskala).
Postscript –
Final Thoughts (Ahonen and Barrett).
Service Vignettes (throughout the book) (Ahonen).
Abbreviations.
Bibliography.
Useful Websites.
Services Index.

Nota biograficzna:
Tomi is an independent consultant on 3G strategy. Previously he set up and headed Nokia′s Global 3G Business Consultancy department. Earlier he worked for three operators/carriers in Finland and New York , creating the world′s first fixed–mobile service bundle, and setting a world record for challenger operator market share, as well as participating in telecoms standardization. He started work as a controller on Wall Street. Tomi holds an MBA from St John′s University New York.
Joe has been in the telecommunications industry since 1979 when he joined BT. He has worked in the mobile telecommunications arena since 1985 where he worked in the emerging European mobile phone market. He has been with Nokia for over 10 years holding various positions in sales, marketing and strategic areas for the mobile infrastructure business. He started his career in the Royal Navy as a radio engineer and now lives in Finland with his family.

Okładka tylna:
UMTS is not about technology, it′s about Services...
The UMTS (Universal Mobile Telecommunications System) or 3G (3rd Generation mobile networks) environment is the ultimate convergence of fixed and mobile, voice and data, content and delivery. The result is the largest, and most complex communications system that man has designed. The industry is expected to generate revenues in excess of a trillion dollars in less than ten years. If you want a challenge, then this is the industry to be in.
Services for UMTS is about the near future, where UMTS allows mobile phones and other devices for communications, entertainment, personalised services, utility and fun to be used in new ways.
While it is difficult to predict the future in a precise way, broad categories and general service ideas are emerging. This volume looks at over 200 of these possible applications and provides more detailed scenarios on over 170 of them. It explores these ideas in depth, with suggestions on how to create exciting and viable services for a new world.
Written for the non–technical reader and with a strong business focus, Services for UMTS is a "must–read" for anybody wanting to enter the UMTS environment, to understand it, or to make money in it.
Services for UMTS intends to answer many of the current UMTS service questions as well as introduce new ideas and concepts to enable operators to create a winning UMTS services strategy.
∗ What should be the focus of service creation for rapid profits in UMTS
∗ What are the key segments that should be addressed with UMTS services
∗ What are the roles of the network operator, service provider, application developer, system integrator, and others in partnership
∗ How to build more value into digital services to turn them into killer applications for their target segments
∗ What are the differentiating factors that will separate the leaders from the UMTS pack
∗ How the new Mobile Internet differs from the existing fixed Internet, and why users, content and revenues will migrate to the Mobile Internet
∗ The 5 M′s of creating desirable and profitable UMTS service