Page 13 - Mobile World Daily - Day 3

NEWS
SIM card evolves to
support M2M and
remote provisioning
By Anne Morris
The SIM card is evolving to
support future new services
in both the machine-to-
machine (M2M) and consumer
markets.
A new report from GSMA
Intelligence noted that alternative
SIM solutions to the traditional
approach of a single SIM card
issued by a single operator have
Telefonica offers
marketing insights
through free Wi-Fi
By Ronan Shields
Telefonica is using its free
public Wi-Fi rollout to aid
bricks-and-mortar based
businesses, such as restaurants, in
calculating the return on
investment of their online
marketing spend, by helping them
establish just how much footfall
they drive in-store.
The strategy was discussed
during a Mobile World Congress
(MWC) panel session on
'Personalising the Consumer
Experience', where Robert Franks,
Telefonica's managing director,
digital commerce, took to the stage
to discuss the operator’s 'big data'
collaboration with Cisco.
Telefonica's UK arm O2 has
rolled out a free public Wi-Fi
network, which is available even to
rival network providers' customers,
using Cisco technology and which
Spectrum panel calls for more
cooperation and flexibility
By Joseph Waring
Arising level of sharing and
cooperation between
competing interest groups is
emerging as demand for scarce
spectrum soars.
The mobile and satellite industries,
for example, have an unprecedented
opportunity to converge because
there are things “we can do that
other technologies simply can’t do on
the video front”, said Karim Michel
Sabbagh, president and CEO of
satellite player SES.
“We all have much more to gain
by working together. But we need to
MOBILE WORLD CONGRESS DAILY 2015 | www.mobileworldcongress.com
recently been deployed in some
M2M devices and tablets. These
include embedded solutions, where
SIM cards are fixed in the device
and cannot be moved, and remote
provisioning, where SIM cards can
be updated over the air and store
one or more operator profiles.
"The SIM has provided the
security and authentication to
access mobile networks for almost a
quarter of a century and it will
they install in business outlets with
high levels of footfall traffic, such as achieved through other means",
restaurants and sporting arenas.
Frank told MWC attendees: "A
restaurant chain with O2 Wi-Fi
came to us to see if we could help
them maximise return on their
digital marketing, which was
targeted at driving people into their
restaurants by giving them offers,
etc. However, they didn't know if
their campaigns were being
effective, or how they could be
improved."
Telefonica and Cisco helped the
restaurant chain identify audiences
it served with 'behaviourally
targeted ads' online (a technique
made possible using ‘cookies'), and
then subsequently visited its
outlets, using ‘unique identifiers’
that were flagged when they then
logged on to the O2 Wi-Fi network
in-store.
They were then retargeted with
move away from a conversation on
what we each can do separately to
how the industries can work
together,” he said.
Speaking on a panel discussion
on spectrum at the Mobile World
Congress on Monday, Sabbagh
called for finding the parts of the
spectrum where the two industries
can collaborate. “This is where we
can generate more revenue and
more profit.”
Looking at the mobile industry in
Europe, he said ARPU has dropped
26 per cent since 2008. On the
broadcaster side, there also has
been some level of price erosion.
continue to do so as the market
evolves,” said Hyunmi Yang, chief
strategy officer at the GSMA. “By
2020 we forecast nearly 1 billion
cellular M2M connections and 9
billion consumer connections that
will require SIM cards, so it is
critical to ensure security and
robustness in the evolution of the
SIM.”
The GSMA has developed
specifications for these two
solutions, announcing the GSMA
Consumer Remote SIM
Provisioning initiative at Congress
this week. The GSMA Embedded
SIM Specification, which was
developed to serve the M2M
market, has been adopted by nearly
30 operators and vendors to date.
ad campaigns while they were
surfing online at home, to establish
if they would return to the
restaurant more frequently as a
result, with the brand achieving a
"three-times higher response rate to
its digital marketing, than it
according to Franks.
Both Franks, and fellow panellist
Kelly Ahuja, Cisco, SVP & GM,
service provider business, products
& solutions, said helping bricks-
and-mortar outlets establish the
link between their online marketing
(the fastest growing advertising
format), and subsequent in-store
visits was crucial, as only 17 per
cent of all UK commerce is carried
out digitally.
“A restaurant chain
with O2 Wi-Fi came
to us to see if we
could help them
maximise return on
their digital
marketing”
“The question is what are we going
to do to create more value?”
Gordon Smith, president and
CEO of the National Association of
Broadcasters (NAB), argued that
the world of tomorrow needs both
broadband and broadcast since
they serve very different needs.
“The broadcast architecture – one
to everyone in a geographic area – is
important, especially as it relates to Francois Rancy, director of the
video. There’s not enough spectrum
in the universe to do video one-to-
one through broadband.”
Regarding the question whether
consumers want on-demand or live,
he said the answer is they want both
Q&A r
Rob Sinclair,
Microsoft Chief Accessibility Officer
Mobile accessibility:
The business angle for
improving the quality of life
Hall 4 – Conference Village – Auditorium 5
Wednesday, 4 March 14:00-15:00
What will be the key themes you’ll touch on in your session?
I will discuss the growing relevance of accessibility solutions for everyone who
uses technology – regardless of age, ability or injury. I will emphasise the
growing importance of viewing accessibility as the foundation of a new
generation of digital experiences capable of understanding and responding to
the person’s individual preferences or needs.
Why has this segment received so little attention?
Historically, accessibility was viewed as a niche investment for a very small
number of customers, or in some cases as a set of legal requirements. The new
view emerging in today’s business environment is that accessibility is about
creating more flexible user experiences that optimise productivity for each
person and ensure everyone is able to fully participate in the digital world
around us.
In a more direct sense, there also is growing regulatory pressure, increasing
litigation and rising competition – all indications that accessibility will become
increasingly important to businesses around the world.
How is it possible to profitability serve these niche markets?
Profitability becomes a core outcome if one views this as an opportunity to
create great solutions for the 15 per cent of the population with disabilities. We
are seeking to shift accessibility out of the ‘niche’ technology space and into
‘mainstream’ value creation for every customer.
What are some of the things we’re likely to see in the short term?
As part of Microsoft’s transformation to a mobile-first, cloud-first company, you
will see accessibility and inclusive design playing a larger role in how we deliver
more personal experiences across the full range of devices.
In the short term this will be most apparent in the Windows Universal
Application Platform, our built-in assistive technologies, and the work we are
doing with our partners to improve their accessibility solutions.
How much of a role do governments need to play?
Governments around the world are already expressing a clear perspective that
digital inclusion of the aging and disabled communities is an essential part of the
modern world. More than 150 countries have ratified the UN Convention on the
Rights of Persons with Disabilities (UN CRPD) – a step that signals their intent to
take specific actions to ensure the goals of digital inclusion are achieved.
We support that convention and are dedicated to working with those
governments to find technology neutral approaches to achieving that outcome.
depending on the content. “Policy Rancy said the optimisation of
spectrum use is a high priority for
makers going forwards have to all players.
make some value judgments – how Romano Righetti, VimpelCom’s
group chief regulatory officer, told
much should be allocated to the audience that more harmonised
spectrum management could lower
broadband and how much should the costs of devices and be an
enabler of new investments.
be preserved for other socially good
He noted that predictability is a
policies, like weather, local news key issue at the national level. “It’s
important to know in a reliable
and emergency information.” manner the spectrum management
plan because a lot of investment
He concluded that price, policy and needs to be put in place for
auctions, rolling out networks and
technology will ultimately answer the putting together a good
commerical offering.”
question as to what the future holds for
Righetti said how much spectrum
broadband and broadcast. will be made available, when and at
what price, are important
conditions “for creating the right
confidence for future investment”.
ITU’s Radiocommunications
Bureau, pointed out that it’s vital
that the decisions for the World
Radiocommunication Conference
15 are made by consensus since the
impact lasts for decades. “That last
vote was 20 years ago. We need to
think 15 years ahead and establish a
stable framework. We can’t afford
to change things in a seismic way.”
Wednesday 4th March PAGE 13