MMS: Technologies, Usage and Business Models

MMS
Technologies, Usage and Business Models
Daniel Ralph
BTexact Technologies, Ipswich, UK
Paul Graham
eServGlobal, Ipswich, UK
MMS
Technologies, Usage and Business Models
MMS
Technologies, Usage and Business Models
Daniel Ralph
BTexact Technologies, Ipswich, UK
Paul Graham
eServGlobal, Ipswich, UK
Copyright # 2004 John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester,
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Contents
About the Authors
xiii
How This Book Is Organized
xv
Acknowledgements
xxi
Part I
1
Mobile Messaging Business Challenges
Multimedia Messaging Overview
1.1 Introduction
1.2 What is multimedia messaging?
1.2.1
Vodafone Live! service
1.2.2
Services on offer
1.2.3
J-Phone Sha-Mail service
1.2.4
Openwave Multimedia Messaging Service Centre
1.2.5
MMSC for carriers
1.2.6
MMSC for end-users
1.3 Growing mobile data revenues
1.3.1
Device availability
1.3.2
Convergence
1.3.3
Toward third generation
1.3.4
Support technologies
1.3.4.1
Location information
1.3.4.2
Personalization
1.3.4.3
Mobile commerce
1.3.4.4
Unstructured Supplementary Service Data
1.4 The challenges of multimedia messaging
1.4.1
Usability
1.4.2
New usage scenarios
1.4.3
New business models
Multimedia Messaging Service Daniel Ralph and Paul Graham
# 2004 John Wiley & Sons, Ltd ISBN: 0-470-86116-9
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CONTENTS
1.4.4
1.4.5
2
The
2.1
2.2
2.3
2.4
2.5
Multimedia Messaging Value Chain
Introduction
Infrastructure equipment vendors
Content providers
Mobile device manufacturers
Mobile network operators
2.5.1
Revenue share business models
2.5.2
Sponsorship business models
2.5.3
Subscription business models
2.5.4
Digital Rights Management (DRM)
2.6 Concluding remarks
Part II
3
The interoperability challenge
Security and privacy
The Technologies of Multimedia Messaging
A Standards-based Approach
3.1 Introduction
3.2 Overview of MMS specifications
3.2.1
To receive a message
3.2.2
To send a message
3.3 3GPP Release 5 – architecture overview
3.4 What is an MMSC?
3.5 Basic functionality of an MMSC
3.6 MMS addressing models
3.6.1
Multimedia Messaging Service Environment
3.6.1.1
MMSNA
3.6.1.2
MMS relay/server
3.6.1.3
MMS user databases
3.6.1.4
MMS user agent
3.6.1.5
MMS VAS applications
3.6.1.6
MMS reference architecture
3.7 MM4: Interworking of different MMSEs
3.8 MM7: MMS relay/server – MMS VAS applications
3.9 Example of MMS interaction with 2G/3G voicemailboxes
3.10 Open Mobile Alliance – the WAP standard
3.10.1 Architectural support for MMS
3.11 MMS and WAP-PUSH
3.12 Future developments
3.12.1 MMS user agent (MM1)
3.12.2 Interworking with legacy systems (MM3)
3.12.3 Interconnection with different MMSEs (MM4)
3.12.4 User database-related items (MM6)
3.12.5 Value Added Service Provider-related items (MM7)
3.12.6 Billing-related items (MM8)
3.12.7 End-to-end service items
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4
Application Layer
4.1 Introduction
4.2 What is scalable vector graphics?
4.3 What is MIME?
4.4 What is XHTML mobile profile?
4.5 What is SOAP?
4.6 Messaging terminals
4.6.1
Pogo nVoy e100
4.6.2
Nokia N-Gage
4.6.3
Ericsson P800
4.6.4
Device and client requirements
4.6.4.1
MM1: MMS relay/server and MMS user agent
4.6.4.2
MMS user agent operations
4.6.4.3
Device capability profile structure
4.6.5
Terminal capability negotiation
4.6.6
Digital Rights Management
4.6.7
Provisioning
4.7 Device provisioning
4.8 Service provisioning
4.9 Control provisioning
4.9.1
Device presentation
4.9.2
MMS and legacy handsets
4.9.3
Dynamic MMS content adaptation
4.9.4
Synchronized Multimedia Integration Language
4.9.5
SMIL structure overview
4.9.6
Application development
4.9.7
Nokia MMS development environment overview
4.10 Adobe GoLive content authoring
4.11 Series 60 content authoring SDK for Symbian OS
4.11.1 Using the Series 60 Content Authoring SDK for
Symbian OS
4.11.2 Sending and receiving an MM with the Series 60 MMS
emulator
4.12 Nokia MMS Java Libraries
4.12.1 Installing Nokia MMS Java libraries
4.12.2 Ericsson MMS development environment overview
4.12.2.1 SonyEricsson MMS Composer version 1.1
4.13 Audio conversion
4.14 Application testing
4.14.1 The Nokia EAIF emulator
4.14.1.1 External application
4.14.2 Creating and compiling MMS message files
4.14.3 Sending MMS notifications
4.15 Application deployment
4.15.1 Content management
4.15.2 Value Added Service Provider
4.15.3 Technical specification of how VASP applications are
delivered with MM7
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CONTENTS
4.15.3.1
4.15.3.2
4.15.3.3
4.15.3.4
4.15.3.5
4.15.3.6
4.15.3.7
4.15.3.8
Submitting a VAS MM
Delivery request
Cancel and replace of MM
Delivery reporting to VASP
Generic error handling
Distribution list adminstration
Implementation of MM7 abstract messages
SOAP message format and encoding
principles
4.15.3.9 Binding to HTTP
4.15.3.10 MM7 addressing considerations
4.15.3.11 Status reporting
4.15.3.12 Request and error status codes
4.15.4 Mapping information elements to SOAP elements
4.15.4.1 MM7_submit.REQ mapping
4.15.4.2 MM7_submit.RES mapping
4.15.4.3 Sample message submission
4.15.4.4 MM7_deliver.REQ mapping
4.15.4.5 MM7_deliver.RES
4.15.4.6 Sample deliver request and response
4.15.5 MMS video streaming
4.15.6 Mobile video services
4.15.7 Terminal support for video services
4.15.8 Network support for video services
4.15.9 Packet Streaming Service
4.15.10 Video standards
4.15.11 Video coding
4.15.12 Open source video tools
4.15.13 The challenge for mobile operators
4.16 Concluding remarks
5
Network Layer
5.1 Introduction
5.2 MMS network elements
5.2.1
MMS relay/server
5.3 Persistent network-based storage
5.3.1
MMS user databases and Home Location Register
(HLR)
5.3.2
Billing system
5.3.3
External servers
5.4 MMSC Network interfaces
5.4.1
MM3: MMS relay/server–external servers
5.4.2
MM4: interworking of different MMSEs
5.4.3
MM5: MMS relay/server–HLR
5.4.4
MM6: MMS relay/server–MMS user databases
5.4.5
MM8: MMS relay/server–billing system
5.5 WAP gateway
5.5.1
Wireless Transaction Protocol – Segmentation and
Reassembly
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CONTENTS
5.6
Large-scale mail systems
5.6.1
Persistent network-based storage
5.6.2
Multimedia Message Box (MMBox)
5.6.3
Storing and updating MMs in an MMBox
5.6.3.1
Normal operation
5.6.3.2
Abnormal operation
5.6.3.3
Features
5.6.3.4
Information elements in the
MM1_mmbox_store.REQ
5.6.3.5
Information elements in the
MM1_mmbox_store.RES
5.6.3.6
View the MMBox
5.6.3.7
Normal operations
5.6.3.8
Abnormal operations
5.6.3.9
Features
5.6.3.10 Information elements in the
MM1_mmbox_view.REQ
5.6.3.11 Information elements in the
MM1_mmbox_view.RES
5.6.3.12 Service records for a MMS relay/server
that supports MMBoxes
5.7 Access to MMboxes using legacy GSM handsets
5.8 MMBox peer-to-peer sharing
5.9 Mobile data billing systems and the MM8 interface
5.9.1
Charging information
5.9.1.1
Charging scenarios
5.9.1.2
Record description
5.9.1.3
MMS records for originator MMS relay/server
5.9.1.4
MMS records for recipient MMS relay/server
5.9.1.5
Prepaid subscribers
5.10 OSA charging, accounting interfaces used in MM8
5.10.1 Introduction to Open Service Access
5.10.2 Overview of Open Service Access
5.10.3 Basic mechanisms in the Open Service Access
5.10.4 Handling of end-user-related security
5.10.4.1 End-user authorization to applications
5.10.4.2 Application authorization to end-users
5.10.4.3 End-user privacy
5.10.5 Account management SCF
5.10.6 Charging SCF
5.10.7 Sequence diagrams
5.10.7.1 Reservation/Payment in parts
5.10.7.2 Immediate charge
5.10.8 Inband MMS detection for charging
5.10.9 Fraud
5.10.10 Sample charging scenario
5.10.11 MMS billing and accounting
5.10.12 Advice of charge
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CONTENTS
5.11
5.12
5.13
5.14
Part III
6
5.10.13 Changing models
5.10.14 Support for reply-charging in MMS
Internetwork interoperability using the MM4 interface
5.11.1 The MM4 interface
5.11.2 Resolving the recipient’s MMSE IP address
5.11.3 Reformatting sender and recipient addresses to Full
Qualified Domain Name (FQDN) format
5.11.3.1 DNS-ENUM recipient MS-ISDN address
resolution
5.11.3.2 Recipient MS-ISDN address resolution based
on IMSI
5.11.4 The importance of interoperability
5.11.4.1 Technical obstacles
5.11.4.2 Commercial obstacles
Open source components for building an MMSC
Network capacity and application limitations
Concluding remarks
Multimedia Messaging Services Today and
Tomorrow
Multimedia Messaging Services Today
6.1 Introduction
6.1.1
Orange in the UK
6.1.2
Mobistar Belgium
6.1.3
O2 in the UK
6.1.4
M1 of Singapore
6.1.5
Tecnomen and France Telecom Dominicana in the
Dominican Republic
6.1.6
Persistent store provider in the UK
6.1.7
ITN in the UK – an example of a Value Added Service
Provider (VASP)
6.1.8
Hutchinson Whampoa’s UK 3G service
6.1.9
Australian mobile operators
6.1.10 MMS roaming between Singapore, Australia and the
Philippines
6.1.11 MMS in Sweden
6.1.12 TIM and the Walt Disney Internet Group in Italy
6.1.13 Cellcom in Israel
6.1.14 Sonofon in Denmark
6.1.15 Telia Mobile in Finland
6.1.16 StarHub Singapore
6.1.17 Beijing Mobile in China
6.1.18 Orange in Switzerland
6.1.19 Plus GSM in Poland
6.1.20 MMS used to enhance interactive TV
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6.2 Mobile personal communication
6.3 Mobile dating
6.4 Mobile marketing
6.4.1
Diageo and Genie in SMS marketing deal
6.4.2
Short-term opportunity: target MMS-curious consumers
on the Web
6.4.3
Mobile-centric campaigns hold greatest promise over
the long term
6.5 Mobile information services
6.6 Mobile entertainment
6.6.1
Interactive ‘‘pick-a-path’’ video
6.6.2
Interactive music selection
6.6.3
Collectable cards
6.6.4
Celebration cards
6.6.5
Adult services
6.6.6
Comics, jokes and icons
6.6.7
Horoscopes
6.6.8
Quizzes and competitions
6.6.9
MMS and the young person market
6.7 Mobile business applications and services
6.7.1 MMS law enforcement
6.8 Concluding remarks
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Future Recommendations
7.1 Introduction
7.2 Mobile messaging evolution and migration
7.2.1
Types of multimedia messaging
7.2.2
Market barriers
7.3 Instant Messaging Service
7.4 MExE
7.4.1
MExE classmark 1 (WAP environment)
7.4.2
MExE classmark 2 (Personal Java environment)
7.4.3
MExE classmark 3 (J2ME CLDC environment)
7.4.4
MExE classmark 4 (CLI Compact Profile environment)
7.5 Java 2 Micro Edition
7.5.1
Personal Java and Embedded Java
7.6 Device interoperability
7.7 Digital Rights Management
7.7.1
Differentiate content and control levels
7.8 m-Commerce
7.8.1
Mobile payment options
7.9 Web services
7.10 3GPP Personal Service Environment (PSE)
7.10.1 3GPP Generic User Profile
7.10.2 Liberty Alliance
7.10.3 Microsoft Passport
7.11 Improved billing mechanisms
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CONTENTS
7.12 Location-based services
7.12.1 J-Phone: email me a map
7.13 Multimedia Broadcast/Multicast Service
7.13.1 Broadcast Multimedia-Switching Centre
7.13.2 MBMS data sources
7.14 Concluding remarks
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Table of Infrastructure, Content and Software Vendors
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Glossary
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Standards and Specifications
343
Websites
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Industrial Fora, Regulatory Organizations and Other Relevant Initiatives
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References
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Index
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About the Authors
Daniel Ralph is an engineering manager at BTexact Technologies,
where he is responsible for a number of projects in the mobile
applications arena. He currently consults and project-manages
application development, application integration and systems
migration, and is also interested in the wider commercial, social
and political implications associated with the impact of the
knowledge society.
Daniel received his masters degree in Telecommunications
Engineering at University College London. He also holds a
BSc(Hons) in Computer Science from the Open University. He is
a member of the British Computer Society and is a chartered
engineer. He has authored a number of journal papers and
presented at conferences on the subject of delivering services via
mobility portals and technologies of the mobile Internet.
Paul Graham is an engineering manager at eServGlobal, where
he is responsible for a number of projects associated with the
development of Intelligent Network Services and mobile
applications.
Paul received his master’s degree in Telecommunications Technology at Aston University. He also holds a BEng in Electronics
from Southampton University. He is a member of the IEE and has
vast experience in the telecommunications industry, having served
three years at BT’s research facility at Martlesham Heath (near
Ipswich), followed by five years working for G8 Labs/eServGlobal.
Multimedia Messaging Service Daniel Ralph and Paul Graham
# 2004 John Wiley & Sons, Ltd ISBN: 0-470-86116-9