Mobile Service Roadmap

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