solution is easily accessible either in bundles
from the Operator or handset vendor
as well as in retail; embedded memory is
fixed and cannot be upgraded (unless the
handset is replaced), yet it is at the core of
the handset and therefore doesn’t require
any “effort” on the side of the user, with
newer embedded solutions allow higher
handset functionality and control; high
capacity SIM, while only semi-removable
(not that many users will fidget around
with their handsets to upgrade a SIM) adds
the ability of the operator to provision and
communicate directly with the memory,
enabling implementation of improved user
applications and services.
We should expect these memory
solutions to evolve on two main fronts:
technology and functionality. On the technology
front, to main drivers are capacity
and performance. Capacity improvement
should expect to maintain the average of
doubling every 12-18 months. Embedded
memory starts at 64MB-128MB for entry
level multimedia handsets, and reaches
a whopping 8GB (led by the iPhone, with
several ther models in pursuit). We should
expect 16GB models by the end of 2007
and early 2008. Removable cards from
leading vendors are already in the market
with 8GB, and we should expect 16GB in
2008 and possibly even 32GB cards by
early 2009. High capacity SIM plays at
somewhat lower points, and can reach
2GB-4GB (starting at 16MB-64MB), and we
should expect these solutions to remain
one capacity step behind memory cards.
Of course, no one is limited to one specific
type of solution, and a combination of
2 or 3 of them can help achieve a highly
effective mix of flexibility, improved user
experience and Operator service delivery.
A recent example is the Nokia recent N95
w/8GB embedded + 8GB removable card
support. Other phones combine memory
cards and high capacity SIM to achieve
higher functionality.
Mobile storage should also be expected
to improve on performance. As capacity
increases, it is vital that data transfer
rates improve as well (in a similar way to
the improvements we witness in the USB
drive world). Such improvements will
significantly impact user experience and
Mobile Communications International | First for news, best for business
will also differentiate the high end, quality
solutions from lower end ones.
On the functionality side, we are already
witnessing a strong shift towards smarter
storage with advanced features. Looking
at memory cards, we see a shift away from
simple storage devices. Cards begin holding
pre-loaded applications and content,
and can also be used to store on-board
applications and exploit advanced menus
and auto-launch features to help users
search and browse content on their card
(critical as capacities grow to multi-gigabytes)
or via links to specific applications
and content online. Such ‘service discovery’
features are critical for operators, as
they help them deliver focused services
and content to consumers, who find it increasingly
difficult locate desired content
among the endless ocean of content and
information in the online space.
Given such trends, we can confidently
expect to see memory cards becoming
more and more of a service and content
delivery platform. This role is even further
enhanced by new security technologies
and interrelationships with SIM cards, as
will be described below.
High-capacity SIM already provides
key security and advanced functionality
solutions, through the binding of SIM
with high capacity memory. It allows
MNOs to provision the memory and
deliver content and services, while not
impacting the user storage needs and
experience. These cards promise to be
the ultimate MNO controlled memory
platform, and as such are at a key debate
between the operators and handset vendors.
One reason is the potential of the
high capacity SIM to allow operators to
better shape the user experience across
handsets, thus somewhat diminishing
the handset vendors position. These
devices will provide the foundation for
MNO service delivery and secure storage,
making content and application delivery
simple and straightforward thanks to a
‘one device’ approach. We should expect
handsets supporting high capacity SIM
to begin appearing in high volume in the
market during the latter half of 2008 and
2009.
A further, related development is taking
Eytan Pisetzky
VENDOR VIEW
place around a platform that combines
SIM and high-end, secure, removable
memory cards to recreate high capacity
SIM functionality, or even serve as a
memory extension to the high capacity
SIM itself. The solution provides MNOs
with a controllable high capacity memory
solution with certain high capacity SIM
functionality that makes content and
service discovery easier. It also ensures
memory flexibility (users can choose their
desired capacity and upgrade it when
needed), user portability and enhanced
security benefits.
This solution is also attractive since it
reduces some of the logistical complexities
related to managing high capacity
SIM. On one hand, it helps transfer some
of the memory costs through the retail
channel; on the other, it allows the MNO
to focus on 1-2 capacity points for high
capacity SIM, as a solution for core applications
and services, with the additional
memory managed by the users. This also
caters to the relatively longer life of the
SIM card (3-5 years) vs. that of memory
cards and handsets (1-2 years). It also
means the MNO gets added value on the
marketing front, from using the removable
card component for added brand
exposure and service promotion.
Similar advances should be expected
in handset embedded memory as well, as
capacities continue their upward trend
and size continues decreasing. This will
enable handset vendors to offer their customers
more memory as a core feature of
the handset itself. In the future, we could
expect to see embedded memory solutions
that take an integral part in overall
handset and mobile memory management.
Embedded memory solutions could
advance further, to include on-board
security, encryption and memory management
API’s.
Utilizing smarter security ad access
management capabilities, mobile storage
can help deal with the increasing complexities
of delivering premium content. For
example, they can help break the shackles
of content portability, by tying content
rights to the removable, portable element
(eg. the memory card) and not to the handset
itself, thus improving user
31
To view a Ceros magazine you need to have JavaScript enabled in your browser and have the flash player 8 or higher installed. To install the latest flash player, click the icon above, install the flash plugin and then click here to refresh this page.