OMA Quarterly
2010 Volume 1Table of ContentsQuarterly Technology Feature — Mobile Advertising
Quarterly Feature on Industry Adoption — GSMA, OMA and M2M
2010 OMA Technical Plenary Elections
Current OMA Work Program Events Calendar
Membership
Mobile Advertising Mobile Service Enabler Reaches Candidate Status
OMA Mobile Advertising CER 1.0
In February 2010, the OMA Board of Directors approved the first Candidate Enabler Release (CER) from OMA's Mobile Advertising Working Group. Mobile Advertising CER 1.0 (MobAd) addresses the areas of personalization, interactivity and metrics. It provides a standardized platform for wide consumer distribution of highly relevant mobile ads and increased confidence among advertisers looking to access the mobile channel.
According to some industry analysts, the market potential of mobile advertising is estimated as high as $4.5 billion in 2011 for Mobile TV, with more modest estimates for Mobile Banners and Messaging – approximately $2.5 to $3 billion each. A standardized platform is crucial to achieve these numbers, so both consumers and advertisers can base their interactions with ad servers and mobile devices on a common set of rules.
Basic OMA Mobile Advertising Service Enabler Architecture
• Ad Server (in network) provides ad selection/delivery, ad metrics and data handling, user/service data management
• Ad Engine (on device) provides acquisition/delivery/selection capabilities, metrics and data handling and user/service/device data handling
• External Service Provider App requests/receives ads/campaigns from Ad Server and embeds them in content provided to user; records metrics data and reports them to Ad Server
• AD App (on device) requests/receives ads from Ad Engine and presents them to user; reports metrics data to Ad Engine
Personalization
Leveraging the use of advertising metadata, OMA MobAd 1.0 specifies mechanisms related to matching user situations & preferences with advertising content that is relevant to those situations. This allows for personalization and context to be considered in the presentation of an ad to any given user.
Interactivity
OMA MobAd 1.0 specifies how to interact with an ad in terms of functionality, but does not address how users interact with advertising content.
The Ad App can collect the metrics about the interactivity from the user, and report that to the Ad Engine, to evaluate the effect of the advertising.
Some of the specific interactivities include:
1. Click to Call
2. Click to Email
3. Click to IM
4. Click to Download
5. Click to Forward
6. … …
Metrics
The ability to measure the effectiveness of any ad campaign is vital to monetizing cost and return on investment. Capturing of metrics is fundamental to assessing success. Essential metrics data and collection mechanisms for that data are included in OMA MobAd 1.0:
1. Metrics definition
2. Metrics collection and recording
Interoperability within OMA
1. Optional ad delivery with OMA Dynamic Content Delivery Mobile Service Enabler
2. Optional ad delivery with OMA BCAST Mobile Service Enabler
Cooperation outside OMA
1. OMA MobAd 1.0 relies upon the Ad Format as defined by the Mobile Marketing Association
2. ATIS, TISPAN and OIPF have all liased with OMA to ensure that basic requirements are met for IPTV Advertising
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GSMA Cites Five OMA Enablers in Embedded Mobile Guidelines
GSM Association References OMA Specifications In Embedded Mobile Guidelines
Embedded Mobile (EM or M2M) refers to a family of devices that use wide-area mobile network technologies to enable communication among machines as well as users. The GSMA has recognized this emerging technical capability as a significant new market for both established companies in the mobile industry, as well as industries that did not previously have a clear mobile channel.
In order to produce these guidelines, the GSMA hosted a series of cross-industry workshops among the automotive and transport, consumer electronics, smart metering and m-health vertical segments. By including a diverse group of companies both inside and currently outside the mobile ecosystem, the GSMA identified a robust set of initiatives needed to develop this emerging market.
'The OMA is proud to be included in the GSMA guidelines intended to reduce the cost of and the risks to deployment of Embedded Mobile implementations,' says Fred Harrison, Chairman of the Board, OMA. 'With the expanding range of machine based devices and the need to manage these without user interactions, the OMA is confident that its work in device management, provisioning and over-the-air updates will be highly relevant.'
'The GSMA will continue to promote collaboration with organizations in key vertical sectors to establish common practices that will support market development for more and more connected devices globally,' said Alex Sinclair, Chief Technology Officer at the GSMA. 'As part of the GSMA's recently launched industry guidelines for the design and implementation of embedded modules, the deployment of OMA service enablers for device management will also help pave the way for faster market penetration at lower development and deployment costs.'
The GSMA guidelines provide direction on over 35 technical design and operational issues. These include
• Embedded module design for network connected appliances and consumer electronics
• Comprehensive set of wireless interfaces
• Remote devices with and without a user interface
• Provisioning of the Universal Integrated Circuit Card
• Authentication of users and machines
For a full copy of the GSMA's Whitepaper for Embedded Mobile Guidelines, please visit: http://www.gsmworld.com/our-work/mobile_broadband/embedded_mobile/guidelines.htm
With regard to OMA, the GSMA has referenced five OMA Mobile Service Enablers across a range of technical design choices and recommendations. Specifically, these include:
• Open Mobile Alliance, 'Firmware Update Management Object Architecture', OMA-AD-FUMO-V1_0-20070118-C, Jan. 2007
• Open Mobile Alliance, 'PEEM Policy Expression Language Technical Specification', OMA-TS-PEEM_PEL-V1_0-20060501-D, May 2006
• Open Mobile Alliance, 'OMA Device Management Bootstrap', OMA-TS-DM_Bootstrap-V1_2-20070112-C, Candidate Version 1.2 – 12 Jan 2007
• Open Mobile Alliance, 'Provisioning Smart Card', OMA-WAP-ProvSC-V1_1-20040428-C, 2004
• OMA, 'Smartcard-Web-Server', OMA-TS-Smartcard_Web_Server-V1_0-20070209-C, Candidate Version 1.0 – 09 Feb 2007
For access to OMA's specifications, please visit: http://www.openmobilealliance.org/Technical/current_releases.aspx
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2010 OMA Technical Plenary Elections
Technical Plenary Vice-Chair Election
Roland Hechtwartner, T-Mobile, joins Musa Unmehopa and Mark Cataldo in leading the Technical Plenary.
Working Group Chair Election
Location: Mark Younge, T-Mobile
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Current OMA Work Program
Quarterly Technical Achievements
To date, OMA has published over 50 Enabler Releases. Using a clear working process, the Enabler Release Program is designed to deliver four key milestones for each enabler:
OMA Candidate Enabler Releases (CER)
An OMA Candidate Enabler Release delivers an approved set of open technical specifications that can be implemented in products and solutions, and then tested for interoperability. Upon publication as a Candidate, specifications then enter the OMA Interoperability Testing Program where they will eventually reach Approved Enabler Release status.
OMA Approved Enabler Releases (AER)
An OMA Approved Enabler Release represents Candidate Enabler Releases that have gone through the Interoperability Program (IOP) of OMA. The IOP tests interoperability between different member company's implementations—either within the OMA or through other means.
OMA Approved Reference Releases (ARR)
An OMA Approved Reference Release represents Candidate Enabler Releases that have gone through the Interoperability Program (IOP) of OMA. The IOP tests interoperability between different member company's implementations—either within the OMA or through other means.
OMA Candidate Reference Releases (CRR)
An OMA Candidate Reference Release delivers a set of specifications and/or white papers which form a formal deliverable of OMA. The release can be referenced or otherwise used to support implementable enabler releases, but it cannot by itself be implemented in products.
OMA Push To Talk Over Cellular V2_1 CER (Figure 1)
(Figure 2)
OMA Push to talk over Cellular (PoC) is intended to provide rapid communications for business and consumer customers of mobile networks. OMA's PoC V2.0 will allow audio (e.g. speech, music), video (without audio component), still image, text (formatted and non-formatted) and file shared with a single recipient, (1-to-1) or between groups of recipients as in a group chat session. OMA-PoC seeks interoperability among the network entities to avoid market fragmentation, by realizing the PoC service in a widely acceptable and standardized manner.
PoC Version 2.0 defines new functionalities beyond of the Push to talk over Cellular (PoC) service extending the PoC Version 1.0 PoC service including PoC Sessions with multiple PoC Groups, Browser based PoC Client Invocation, Dispatcher function and requests with other media types such as video, images, text and files.
http://www.openmobilealliance.org/Technical/release_program/poc_v2_1.aspx
OMA Mobile Advertising V1_0 CER
OMA Mobile Advertising enabler (MobAd) will specify mechanisms related to user profiles and context as well as mechanisms related to the associated content. Content providers, advertisers and operators will be able to personalise and contextualise advertisements to be sent to a specific type of user. OMA's MobAd will support interactivity, so users can interact with advertisements and other content. The standard will also specify how to ‘use' interactive advertisements to help users interact with advertisers and content. The specification will enable metrics and data collection, including mechanisms to achieve accurate measurement of advertising campaigns based on user behaviour.
http://www.openmobilealliance.org/Technical/release_program/mobad_V1_0.aspx
OMA Secure Content Identification Mechanism CER
OMA Secure Content Identification Mechanism (SCIDM) enabler improves the management of intellectual property in a networked environment and allows the construction of automated services and transactions. The potential applications of secure content identification include charging, content search/management, automatic content monitoring for copyright verification and usage statistics, content filtering/blocking, content tracing, selective recording/playback, remote triggering of ads in broadcast chains, etc.
Secure identification and authentication of digital content would allow secure interactions between content and all other entities such as content providers, content distributor, service provider, operators and end users in the mobile service environment. This will result in a more trustworthy and efficient service and transaction environment.
http://www.openmobilealliance.org/Technical/release_program/scidm_v1_0.aspx
OMA Mobile Location Service V1_2 CER
The OMA Mobile Location Service V1.2 consists of a set of location specifications complying with defined releases of 3GPP Release7 LCS Specification. The set of specifications in MLS V1.2 consist of Mobile Location Protocol (MLP) and Roaming Location Protocol (RLP). MLP describes the protocol between an MLS client and the Location Server. In the 3GPP context, MLP was chosen to be an instantiation of the stage 3 specifications for the Le reference point. RLP describes the protocol between two Location Servers. In the 3GPP context, RLP will be an instantiation of the stage 3 specifications for the Lr reference point and [23.271 Rel-7]. Additionally, RLP will be an instantiation of a reference point between SUPL Providers with the purpose to transport information between SUPL Providers to enable positioning of roaming SUPL Enabled Terminals. Examples of such information are coarse position used when generating GPS assistance data or the actual GPS assistance data. In the context of 3GPP2, RLP V1.1 will also be an instantiation of the L3 reference point i.e. the reference point between two MPCs [3GPP2 X.S0002-0].
MLS V1.2 is an evolvement of MLS V1.1. The functional additions are support of 3GPP Release 7 LCS Specification, OMA SUPL V2.0, of the L3 interface in 'TIA/EIA-41-D Location Services Enhancements', of multiple responses with increasing accuracy to a location request, of the capability to stop location reporting for individual targets of a Triggered Location Reporting Request that included more than one target as well as support of civic address formats.
Relative MLS V1.1 the protocol specification for reference points Lid and Lpp is removed. The system entity Privacy Checking Entity (PCE) is thus not defined in MLS V1.2.
http://www.openmobilealliance.org/Technical/release_program/mls_v1_2.aspx
OMA Presence SIMPLE V 1_1_1 AER
OMA Presence SIMPLE enabler manages the collection and controlled dissemination of Presence Information. The Presence Enabler provides a variety of services that can be invoked from other enablers including OMA Push to Talk over Cellular and OMA XML Document Management.
http://www.openmobilealliance.org/Technical/release_program/Presence_simple_v1_1.aspx
IMPS Implementation Guidelines V1_3 ARR
IMPS 1.3 Implementation Guidelines provide common and actual practices currently implemented and deployed of IMPS 1.3. The benefits of IMPS 1.3 Implementation Guidelines include the description of common solutions to recurring requirements, smoother interactions between clients and servers form different vendors based on a common set of practices, avoidance of a multiplicity of custom-based solutions and in general, improvements to IM services.
http://www.openmobilealliance.org/Technical/release_program/imps_impl_v1-0.aspx
OMA Presence Data Extensions V1_1 CRR
OMA Presence Data (PRS) reference release defines further Presence Information extensions and their mapping to the presence data model components and Presence Data Information Format extensions (PIDF) either defined in IETF or OMA.
http://www.openmobilealliance.org/Technical/release_program/pde_v1_1.aspx
OMA Global Service Architecture V1_0 CRR (Figure 1)
(Figure 2)
The OMA Global Service Architecture (OGSA) defines an overall service architectural view of OMA Enablers leveraging the OSE. OGSA positions the OMA enablers in OGSA Suite(s) to facilitate the justification for and representation for Enablers (not just individually but in a wider context), helps operators and external entities understand and leverage OMA Enablers and represents a re-usable set of enablers and exposed interfaces that illustrate modularity.
http://www.openmobilealliance.org/Technical/release_program/ogsa_V1_0.aspx
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New Work Items
The following work items have been approved by the Board of Directors and entered the OMA Work Program since January 2010:
WID194 - Client-Side Enabler API CSEA
http://member.openmobilealliance.org/ftp/Public_documents/TP/Permanent_documents/OMA-WID_0194-CSEA-V1_0-20091216-A.zip
WID196 Smartcard Web Server v1.2 SCWS
http://member.openmobilealliance.org/ftp/Public_documents/TP/Permanent_documents/OMA-WID_0196-SCWS_1.2-V1_0-20091215-D.zip
WID197 LPP Extension 1.0 LPP
http://member.openmobilealliance.org/ftp/Public_documents/TP/Permanent_documents/OMA-WID_0197-LPPe1_0-V1_0-20100105-D.zip
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Events Calendar
Upcoming 2010 Industry Events
SIMposium 2010
19-21 April, Rome, Italy
MDM and Telco Service Development Congress 2010
20-21 September, Berlin, Germany
Event organizers can contact Bobby Fraher to invite an OMA contribution for an upcoming event.
2010 OMA Meetings
• 11 - 16 April, Bangkok, Thailand
• 27 June - 2 July, Las Vegas, USA
• 29 August - 3 September, Budapest, Hungary
• 14 - 19 November, Seoul, ROK
2010 OMA TestFests
TestFest #32
8-15 October 2010
http://www.openmobilealliance.org/TestFests/overview.aspx
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Membership
The OMA is proud to welcome the following new members who have joined recently. We look forward to their participation!
Renewals
Each year, OMA's member companies signal their continuing interest in our work by renewing their membership. Nearly all the members who have been active in OMA technical work in 2009 will continue participation in 2010. These same highly active companies have maintained their participation level year after year, demonstrating their commitment to the adoption of interoperable data services. The results are a stable, committed core of contributors to the specification work of OMA. With more than 170 members, OMA continues to be a vigorous development environment that delivers valuable results to an expanding mobile industry.
New Members
Who Participates in OMA
OMA members facilitate global user adoption of mobile data services by specifying market driven mobile service enablers. There are more than 200 members of the OMA. These members represent the end-to-end value chain of mobile products and services around the world. Device manufacturers, mobile operators, IT companies and content providers are all participating members of the OMA. A full list of benefits of OMA membership along with information on how to join can be found at http://www.openmobilealliance.org/Membership/default.aspx.
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