2001. 6. 29

KTF KTF 무선인터넷무선인터넷 네트웍네트웍진화전략진화전략

2001. 6. 29

Baek ChilhyunBaek ChilhyunManager/Platform Development TeamManager/Platform Development TeamMultimedia Business GroupMultimedia Business GroupKTFKTFee--mail:whiter@ktf.co.krmail:whiter@ktf.co.kr

KTFreetel

차차 례례

무선무선 인터넷인터넷 진화진화 방향방향

Key Factors for Wireless Internet BusinessKey Factors for Wireless Internet Business

이동통신망진화이동통신망진화

Mobile PlatformMobile Platform

Wireless PortalWireless Portal Wireless PortalWireless Portal

ApplicationsApplications

전락적 제휴파트너

Wireless Network Application & ContentsKiller Application제공

Key Factors for Wireless Internet BusinessKey Factors for Wireless Internet Business

Wireless Network

Mobile Device

Application & Contents

Service Platform

Killer Application제공

무선시장 활성화

이동통신망이동통신망 진화진화

Peak Av.

115 Kbps 20 KbpsIS-95B

144 Kbps 70 Kbpscdma2000 1X

2.4 Mbps 307 KbpsHDR

5.2 Mbps 1.2 Mbps1X EV-DV

CDMA2000 1x 153~307Kbps

CDMA2000 1x EV-DO

2.4Mpbs

CDMA2000 1x EV-DV

5.2Mbps

IS-95A/B 9/14.4~64Kbps

20032003200220022001200119991999

2G Network 3G Network

동기식망

Low

High

전송속도 2000.10

표준화 완료IS-856

2001.71x EV-DV

표준화 완료예상

Peak Av.

64Kbps -GPRS

384Kbps -EDGE

2 Mbps 384 KbpsW-CDMA

GSM

14.4Kbps

GPRS

64Kbps

WCDMA

384Kbps~2Mbps

GSM 2G Network 3G Network

2004200420032003200220022001200119981998

EDGE

144~384Kbps

비동기식망

전송속도

Low

HighGPRS: General Packet Radio ServicesEDGE: Enhanced Data rates for GSM Evolution

20032003200220022001200119991999

이동통신망이동통신망 진화진화 /Air Interface Protocol/Air Interface Protocol

IS-95A/B 3G 1X 3G 1X Release A1X EV-DO

(HDR)1X EV-DV

IMT 2000

(CDMA 2000 3X)

최대 데이터

전송 용량64Kbps

153.6 Kbps

307.2Kbps614.4 Kbps 2.4 Mbps 5.2 Mbps 2.1 Mbps

평균 데이터

전송 용량20Kbps 70Kbps 415 Kbps 621 Kbps 1.2 Mbps 1.1 Mbps

제공 트레픽 음성 + 데이터음성 + 데이터

음성 + 데이터 데이터 Only 음성 + 데이터 음성 + 데이터

변조방식 QPSK QPSK QPSK 16QAM 64QAM -변조방식 QPSK QPSK QPSK 16QAM 64QAM -

Backward Compatibility - 지원 지원 RF 만 호환 지원 지원

시스템 구성 - New Upgrade New Upgrade New or Upgrade

핸드오프 지원 - IS-95 A/B IS 95 A/B 불가IS-95 A/B,

3G 1X

IS-95 A/B,

3G 1X

규격완료 - 1999. 8 2000. 2 2000.10 (3GPP2) 2001. 7 (예정) -

단말기 Chip MSM3000 MSM-5000 MSM-5500 MSM-4500 - -

Mobile Platform / MigrationMobile Platform / Migration

•SMS•Voice Mail

Browser baseME/WAP

Middleware Platform baseJava/BREW/MAP

1998 1999 2001I-Mode(22/Feb/99) G-mode

•-

•0.20

•0.40

•0.60

•0.80

•1.00

•1.20

•1.40

•1.60

•2000 •2001 •2002 •2003 •2004 •2005

•Microbrowser•enabled handsets

•Handsets without•microbrowsers

Handset ( bn)

Mobile Platform / NewMobile Platform / New

With BREW Platform

3rd Party ApplicationObject Code

Map ViewerSound Player

GamesMobile Shop

3rd Party ApplicationObject Code

With JAVA

Handset Software(ASIC/MSM, UI, Drivers)

BREW

JVMBrowser(s)

App

App Manager

PIM AppsQChat

Handset Software(ASIC/MSM, UI, Drivers)

JAVA

Concept

Mobile Platform / NextMobile Platform / Next

Unified Internet — Support All IP

XML- based Contents

Mobile DeviceHigh Performance Chip

What Platform?

BREW

JAVA

— High Performance Chip— TFT LCD, Large External Memory— Bluetooth— Embeded GPS

Network— HDR(IMT2000) & 1X EV-DV

Stinger

.Net Compact Frame

Seemless Extend Internet World to Wireless Network

HTML(ME) and WAP browser

JavaPhone Project

— Ericsson, Motorola, Nokia Mobile Phones, Psion Enterprise Computing, Symbian

NTT DoCoMo : i-appli

— Deploying Sun's Java and JiniTM technologies to its i-Mode digital

Mobile Platform / Mobile Platform / 해외해외

— Deploying Sun's Java and JiniTM technologies to its i-Mode digital cellular phone and wireless services and support as well as its next generation W-CDMA services dynamically upgrade and manage i-Mode software and services

Seamless Migration from Mobile Browser to middleware platformSeamless Migration from Mobile Browser to middleware platform

— Java-like Application Adoption Middleware & Mobile Browser— Multimedia enabled MSM platform— MSM manufacturer, Operator, Middleware Provider— Contents Provider & Contents Consumer

Wireless PortalWireless Portal

Content E-commerce

Voice dialling Personal directory

Personal scheduleUnified Messaging

Operator Portal

Commercial Content Portal

Personal Communication

An operator’s portal may combine personal communications with traditional portal functions

Electronic Bill Payment

Advertising

Location Based Services

Mobile BankingPortalGateway

Un-official Site(application/contents community)

?

•Portals are becoming a busy area•Control of user access is the battleground

Wireless Potal / Business ModelWireless Potal / Business Model

Mobile Operator

Wireless portalMobile AdNetworks

MobileMobile infomediary

User

Ad networks take30 to 40%

Content prov may - pay to be on portal

- pay nothing- receive fees

- have rev sharing

Ad revenues: 60-70%

Pays subscriptionData feescall traffic

Ad Revenues65-75%

Business models will become more complicated

Content provider

Ad AgencyNet Advertising budget

AdvertiserGross Advertising budget

Mobilesales reps

Ad Agency takes10-15% commission+ production costs

Sales reps take 20-40%

Ad revenues: 60 - 80%Infomediarytakes 25-35%

Example: operator-conrolled modelSource: Interactive advertising, Ovum 2000

Applications Applications

HDR

~2Mbps

IS-2000 1x,

Multimedia Message

Text/Voice ChattingGraphic Support Mail

Animation, Short Video ClipsBook, MP3 download

Advanced AOD/VOD

Video Conference

Application Value Increase w/ Network Capacity

2000 2001 2002 2003 2004

IS-2000 1x,

~153.6kbps

IS-95A/B,

~14.4/64kbpsIMAP4/SMTP/POP3Text MessagesText Stock View

Graphic Support Mail

Simple, single player gamesText or low-res graphics(SIS, GIF, BMP)

Text, Ringer, Image downloads

SMS, Text Message

Multi-player w/ Enhanced A/VAdvanced Graphic(MPEG, Flash)

Book, MP3 download

Advanced Graphic(MPEG, Flash) Position Location based SerivceW/ Map,GPSIMS, Graphic Stock Viewer

Valu

e In

crea

se

ApplicationsApplications

Mobile commerce revenues

Early wave — banking + simple

ticketing and information services

Intermediate wave

Revenue by service

150

200

250

Late

Intermediate

Intermediate wave— goods purchasing,

complex ticketing and information

Late wave— media downloads,

streamed media

0

50

100

2000 2001 2002 2003 2004 2005

Early

US$

bill

ion

Source: Ovum

차차 례례

KTF KTF 무선무선 멀티미디어멀티미디어 추진추진 전략전략

무선인터넷 시장전망

KTF 무선인터넷 서비스 현황 : magicⓝ

From Text to Multimedia

CDMA2000 망 구축 추진 CDMA2000 망 구축 추진

무선멀티미디어 활성화를 위한 Win-Win Biz Model

The Vision

Cellular/PCS Subscriber Growth PC Internet v.s. Mobile Users

10 M(Estimated)

Cellular/PCS

Subscribers

27 M

PC Internet Users

16 M

Market UpdateMarket Update

15,000,000

20,000,000

25,000,000

30,000,000

27 M

Mobile Internet Users : 9.9MYearsPCS

LaunchedDigital

Cellular Launched

Analog Cellular

Launched

0

5,000,000

10,000,000

‘84 ‘85 ‘86 ‘87 ‘88 ‘89 ‘90 ‘91 ‘92 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 ‘01‘00

30000

40000

50000

60000

No. of Subs.

total

10's age

20's age

음성서비스음성서비스 이용성향이용성향 분석분석

0

10000

20000

1 5 9

13

17

21

25

29

33

37

41

45

49

53

57

No. of Destination

No. of Subs.

20's age

30's age

over 40's

KTF, 2000.10

12

70

MOUAge fraction of Subs

HITData Usage

Usage : Usage : 음성서비스음성서비스 vs. vs. 데이터서비스데이터서비스

30’s

105

age

41%

27.2% 18.4%

others

72

2.5%

20’s

132

10’s

169

4%

5

40’s

1013

6.8%

50’s

851

Voice Usage

여38%

남62%

10’s28%

20’s54%

60’s0%

30’s12%

40’s5%

50’s1%

Female38%

Male62%

Top 10 Contents & Services (2001. April)

Usage Pattern of KTF’ MagicUsage Pattern of KTF’ Magicⓝⓝ

User Distribution

Melody for Ringers

MSN Mobile

Ggongdon Quiz

1,225,836

707,943

336,572

Magicⓝ Chatting

Daum

I love You

312,818

334,865

263,412

310,518

217,881

Emoticon 131,947

Mobile Star ★ 115,808

Character Download

Game : Tale of 3 Kingdoms

PersNet®

Service

• Merger

• Multimedia

History of KTF’s Wireless InternetHistory of KTF’s Wireless Internet

People’s Phone

• High qualityat low cost 1998.3~

1999.10~

Service• Advanced Mobile

Browser

2001.1~HandyNet

(Information Phone)• Intelligent• Integrated• Interactive

From Text to MultimediaFrom Text to Multimedia

Wireless Internet as New Revenue Source

Wireless Multimedia for CDMA 2000

Persnet(Oct/98)Na

Magicⓝfor CDMA 2000

Voice inCellularVoice inCellular

MobileInternetMobileInternet

1998 1999 2001

Persnet(Oct/98)

I-Mode(22/Feb/99) G-mode

Na

TTL

MobileMobileMultimediaMultimedia

MobileMobileMultimediaMultimedia

ww--CDMACDMAww--CDMACDMA

무선인터넷무선인터넷 vs. vs. 유선인터넷유선인터넷

인터넷익스플로러StarCraft

리니지

아웃룩

천리안 바둑

증권 캐스터

소리바다

ME

or W

AP

Bro

wse

r

SMS

Clie

nt

Bel

l Sou

nd

그림나라, 문자나라, 증권

위치정보, 채팅, 게임, etc.

Wired Internet Wireless Internet

소리바다

ⓝ메신저

인트라넷

:

:MSM ChipUI

ME

or W

AP

Bro

wse

r

SMS

Clie

nt

Bel

l Sou

nd

...

유선인터넷 상에는 다양한 Application들이 존재하나 무선인터넷 상에는 ME 또는 WAP 하나의 Application만이 존재함.

다양한 Application의 제공이 무선멀티미디어의 성공요인

○ 20.4%의 이용의향율, AOD/VOD 등 2G와 차별화된 서비스 가능

○ 고가의 단말기, 적정한 요금정책 등이 시장 활성화의 관건

■ cdma2000 1x 시장전망

CDMA2000 1X CDMA2000 1X 시장전망시장전망

MobileMobileMultimediaMultimedia

MobileMobileMultimediaMultimedia

진입장벽 해소진입장벽 존재Mobile

Multimedia

■ 시장 전망

▶ 상당한 규모의 1x 시장이 향후 2년간 형성될 것으로 예상

○ 2001년 560만, 2002년 1200만의 신규 및 기변 가입자 수요 발생 예상

▶ 2G와 1x로 양분될 것으로 전망

○ 1x: High tier 고객 및 n세대 / 2G: Low tier 고객 및 기성세대

▶ 사업자의 정책 및 2G와의 서비스 차별화에 따라 시장활성화 전망

○ 가입자의 무선데이타 서비스 수요의 급증으로 인한 시장활성화 예상

▶ Major 단말기 업체 동향

○ 2001년 하반기 이후 컬러단말기, 고성능 단말기, 서비스용도에 적합한 다양한 단말기 출시 예상

■ 서비스별 잠재 수요 예측

단위:천명

CDMA2000 1X CDMA2000 1X 시장전망시장전망

2001 2002 2003 2004 2005 %(2005)

2G 25,852 22,652 18,498 13,379 9,826 30.5%

1X 1,731 4,637 7,040 8,955 10,014 31.1%

3G 1,345 4,528 9,049 12,403 38.5%

Total 27,583 28,634 30,066 31,383 32,243 100%

구 분 cdma2000 1x Services

Communication Video Mail(정지& 동화상), 영상전화, Multimedia Card(축하,감사카드)

Contents영화정보, 영화시청, 뮤직비디오, 방송(공중파, CATV, 인터넷방송, 라디오), 뉴스, 교육/학습, 애니메이션 Video, Cartoon, Image Down, GIS+Location, 음악(MP3등), 노래방, 뮤직벨

Community 네트웍게임, BBS, 게시판, 화상채팅

Commerce M-Shopping, M-AD, M-Ticketing, E-Purse, Auction, Stock Trading, M-Banking

■ cdma2000 1x Services

○ 1xEV-DO(HDR)은 cdma2000 1x에서 진화한 표준화된 네트웍(3GPP 2) 으로서

1.25MHz의 대역폭에서 최대 2.4Mbps의 데이터 전송률을 가지는 Data 전용 서비스

○ 데이터는 1xEV-DO(HDR)로 제공하고 음성은 95A/B, 1x 네트웍으로 제공

- 1xEV-DO 단말기는 IS-95A/B, 1x Backward compatibility 를 가짐

CDMA2000 1x EVCDMA2000 1x EV--DODO

- 1xEV-DO 단말기는 IS-95A/B, 1x Backward compatibility 를 가짐

○ 1x 네트웍으로제공하기힘든 서비스 및 Application을 무선 고속 데이터 수요층에 제공

○ 1x 데이터 수요 급증 지역 FA 증설 필요시, 1xEV-DO 로 증설, Total Throughput 확대 추진

CDMA2000 1x & EVCDMA2000 1x & EV--DO NetworkDO Network

Data Throughput Case Data Throughput Case 별별 망망 구축구축

Class A

Class B

1xEV-DOCELL

1x & 1xEV-DO

CELL

600Kbps 이상

144Kbps 이상

Class C

Class D

1x CELL13Kbps 이상

Up To 13kbpsIS-95A/B

Class A : Very High Data Throughput Zone (600K~2Mbps)

Class B : Medium High Data Throughput Zone (144K ~ 2Mbps)

Class C : Medium Data Throughput Zone (13K ~ 144K)

Class D : Low Data Throughput Zone (13K 이하)

IS-95-A/B

1X

1X EV

IS-95A/B : ~64Kbps- Nationwide Coverage

CDMA2000-1x: ~144/307Kbps—demand for higher data rates—demand for enhanced capacity

CDMA2000-1x: ~144/307Kbps—demand for higher data rates—demand for enhanced capacity

CarrierCarrier

CP/IPCP/IPSPSP

BillingBilling 마케팅마케팅

고객(개인/법인)고객

(개인/법인)

이동전화사업자이동전화사업자

무선인터넷무선인터넷 Business Value Chain Business Value Chain

CP/IPCP/IP

CP/IPCP/IP

CP/IPCP/IP

BSPBSP

SPSP

HandsetManufacturer

HandsetManufacturer

ContentsFee

ServiceFee

AirtimeFee

Billing Fee Price==

CP/IPCP/IP

SolutionFee

CPCP SPSP BSPBSP CarrierCarrier CarrierCarrier

• 현 무선인터넷 사업구조 : 이동전화사업자가 All-round player- 이동전화 사업자포탈 위주의 사업으로 이동전화사업자가 SP역할 수행 1개의 SP가 존재

⊙ 다양한 SP/CP가 독자적인 마케팅 수행/자유경쟁 가능

무선멀티미디어무선멀티미디어 활성화를활성화를 위한위한 WinWin--Win Win 사업구조사업구조

고객고객

ME ME CP/IPCP/IPJAVA

(graphic)JAVA

(graphic)CP/IP(게임 등)CP/IP(게임 등)

WAPWAPCP/IPCP/IP이동전화이동전화

고객고객CarrierCarrierSPSPCP/IPCP/IP

역

할

컨텐츠/정보제공 서비스솔루션개발서비스시스템구축Billing

통신망제공단말기반 제공Billing요금회수대행

서비스 이용요금납부

고객고객WAPWAPCP/IPCP/IP

BREWBREWCP/IPCP/IP

일체형사업자일체형사업자

전화사업자전화사업자

무선인터넷무선인터넷 WinWin--Win Win 비즈니스비즈니스 모델모델

SP/ISPSP/ISPCP&IP Content FlowCash Flow

New Cash FlowContents :

Solution, SVC Infra, Applications : 서비스이용료

Guarantee the Profit of SP/CP/IP Subscription Base Application & Service Providing

- Subscription Fee Sharing in Proportion to the Contribution Customer Segment Fitted Application & Service : Fast, Easy, Fun

Consumer Segment

Manufacturer

CarrierBilling,Sales&Promotion, Contents Hosting,DM,CS : Airtime,Subscription Fee,

회수대행료

GameCommunityMP3

E-mail, PIMS, UMS, Biz

ASP, Intranet

Platform Provider

New Cash FlowContents :정보이용료

서비스이용료, Subscription Fee

WinWin--WinWin Biz ModelBiz Model의의 수익체계수익체계

ㅇ Application별 월정가입비 부과 : SP/CP의 새로운 수익원- 매출기여도에따라 SP/CP간 배분 SP/CP의 안정적 수익기반제공

ㅇ 사업활성화에 따른 무선데이타 통화료 점진적 인하

ㅇ 컨텐츠별 유료화 적극 추진

향후

현재:(17원/10sec,

2.5,6.5원/패킷) ?%향후

Data 통화료 Down

향후

현재

◎ 월정가입비, 정보이용료의 SP/CP 배분

현재의 CP민원해결및무선멀티미디어활성화가능

자율경쟁으로컨텐츠질향상가능

정보이용료, 회수대행료,월정가입비

The vision is clear - Make All Connected !Make them Always-On !

Vision Vision

3G