General Description
Objective
To forecast how mobile services in several categories will evolve by 2010
Duration
Feb 2007 – May 2007
Role in the project
- Project coordinator leading 4 participants
- Researched on mobile services of carriers in Korea (SKT & KTF)
Framework
The forecast is basically based on the research on mobile carriers in three markets; Korea, the United States, Europe. In addition to carrier research, research on lifestyle driver was also conducted. Technology drivers were refered from external reports. After considering all the results from the sub-research, the final mobile service roadmap was drawn.
Research Framework
Carrier’s Mobile Service Research
To expect how the business focus of wireless carriers will change, rawdata for analysis was collected first. The types of rawdata were such as company overview, significant released news, service flow, strenth/weakness of each service, lists of handsets supporting each carrier and company’s strength/weakness. With this rawdata, sub-conclusion was deduced, which is service roadmap for each company.
Carrier Service Research Approach
Example of SK Telecom Carrier Service Analysis
Rawdata for SKT analysis
Conclusion for SKT services
Hexagon located in the middle of the slide indicates service development stage in each service category. The level of stage is divided into three, and the criteria is presented in the following pages.
Lifestyle & Technology Drivers
Before drawing mobile lifestyle roadmap, lifestyle trend research was conducted first. After data was collected, these were categorized according to existing trends sensing report created by Samsung Design Center. The six main categories were relationship, communication, consumption, identity, habitude and value of life.
Main stream of change in mobile lifestyle was conceptualized as three icons shown below. These mean that mobile environments will become more actively customized to each user.
Technology drivers were drawn by referring external reports.
Mobile lifestyle drivers & Technology drivers
Mobile Service Roadmap Forecast & Era Definition
Mobile service development stages were defined first. The definition is shown on the right. For each category of mobile service, development stage curves were drawn in accordance with lifestyle & technology drivers and carrier research results. Putting various forecast of mobile service change together, four stages of mobile service change were developed. Detailed output and legends are placed below.
Legend of the service roadmap
Final mobile service roadmap
=============== UPDATE ===============
** For those who want a clear version of the roadmap, please download the following link. Thanks.
Mobile Service Roadmap (PDF)
hi , i studied this page and i appreciate you…it’s really great and full of important points in mobile service roadmap but i couldn’t compeletly utilize because diagrams wasn’t clear.may i ask you to upload clear version please?
I sent you email. Thanks.
Hi, it’s really great data! But i cant’ clearly see the text on figures. So, I’d like to get full version or clear version like above guest. If you don’t mind, please, send me email, too.
hi, it was very interesting and i very impressed by this research. I would like to know more about this research, because i can’t clearly see the diagram because its too small. may i ask you to send the clear version to me. thanks
Hi, it’s really great data and diagram! But i cant’ clearly see the text on figures. So, I’d like to get full version or clear version like above guest. If you don’t mind, please, send me email, too.
Hi, it’s really great data and diagram! But i cant’ clearly see the text on figures. So, I’d like to get full version or clear version like above guest. If you don’t mind, please, send me email, too.
Hi, it’s really great data and diagram! But i cant’ clearly see the text on figures. So, I’d like to get full version or clear version like above guest. If you don’t mind, please, send me email, too. I appreciate your sharing. Thank you very much.
Hi all,
I updated the post so that it now contains the link to the clear version of mobile service roadmap at the end of the post. Thanks for your inquiries.