re: GPRS at Microcell (Canada)
Microcell will use applications to unlock the door to next-generation services. The carrier also is pushing forward with wireless PC modem access rather than waiting for new handsets to hit the marketplace.
>> The Key To GPRS Success
By Sue Marek
August 13, 2001
Wireless Week
While most of North America was focused on the launch of GPRS services in the United States, Canadian carrier Microcell Telecommunications plc quietly developed its own nationwide next-generation network.
But unlike other carriers that are waiting for the availability of more GPRS handsets before they officially roll out their services, Microcell plans to provide always-on access via personal computers and hopes to commercially launch its network soon to customers using laptops with PC card modems. So while consumers in the United States wait for new handsets to debut, their Canadian cousins already will be tapping into next-gen services.
The carrier, which launched its 2.5G GPRS network in April, is making the service available to business customers using Research In Motion Ltd.'s BlackBerry wireless e-mail device. "The network is currently hosting traffic in trial mode from ourselves and application developers such as RIM," says Alex Brisbourne, vice president and general manager of business development at Microcell Connexions, which operates the company's PCS network on a wholesale basis.
According to Kathy McLaughlin, vice president of strategy planning and new business development at Microcell Solutions, the company is taking reservations in preparation for a full commercial launch to business users in the fall. "We are preselling now, which helps us identify consumer demand. This in turn helps our application service providers see that there is a base" for their applications, McLaughlin says.
By the time of the launch, the company plans to offer a portfolio of devices, including Novatel Wireless' Merlin G100 wireless PC card modem, which will provide laptop users with data speeds of up to 53.6 kilobits per second.
Like many next-generation network operators, Microcell still must settle on a fee structure for these new high-speed data services. "We started out of the gate charging for usage," McLaughlin says. And although this might initially confuse some users, Microcell executives believe they can help speed the learning curve by sending text messages to clients to keep them apprised of their data usage.
Eventually, the company plans to migrate to a more content-based billing system that allows innovative content providers to share revenue, similar to NTT DoCoMo's billing structure. "It's very important to understand how this business model develops in the mobile world," Brisbourne says. "The landline world has struggled to create value from access, but in the mobile world, people are used to paying for access."
Microcell plans to sell Novatel's G100 PC card for about $327, plus a monthly fee of $49 for 25 megabits of data, $65.47 for 50 megabits and $98.19 for 100 megabits.
Although Microcell has yet to announce any alliances with device makers, the carrier expects to do that soon. "As we go into late Q3 and Q4, I expect to see dedicated PDAs in the GPRS space, as well as more cost-effective handsets," Brisbourne says.
Microcell's strategy to initially target business customers in some ways mimics what other North American carriers are doing. The PCS operator is taking an innovative approach, however, to applications developed through its Project Rainbow. This initiative is bringing together content providers, application developers and device makers so that applications are developed quickly and effectively.
That's important because carriers realize that applications are the key to getting customers interested in the service. AT&T Wireless last month started offering service via its GPRS network to businesses in Seattle, and company executives predict that adoption rates will soar once there are more applications. "We are not rolling out nationally, or even the next couple of markets, until we get more devices - and more specific applications," says AT&T Wireless spokesman Ritch Blasi.
About 70 companies worldwide currently are involved in Project Rainbow. Participants receive access to Microcell's network for test-bed accreditation, and Microcell shares the R&D costs and provides help with marketing and promotion.
"Rainbow was formed to create partnerships so that we can make all the elements work together," Brisbourne says. "There is potential for a big mismatch between network devices, applications and user expectations. We want a good user experience, not another WAP train wreck."
Interoperability between the network, devices and applications is an issue facing all GPRS operators. According to Bob Irvine, product planning specialist with Agilent Technologies Inc., which makes test and measurement gear for GPRS networks and handsets, getting GPRS handsets to work with different infrastructure gear can be a challenge.
"GPRS testing is open to interpretation," Irvine says. Some handset makers are doing only a short-form test procedure and not checking all of the various scenarios that could occur on a GPRS network. Likewise, on the network side, operators need to be able to test the quality of GPRS data, particularly if they are planning on selling service based on throughput to business clients. "GPRS is a premium service," Irvine adds. "And if operators want to sell a particular quality of service for a particular price - they need to be able to guarantee throughput speeds."
Anytime a carrier debuts a new network and subsequent services, the pressure is on to quickly work out the kinks. Only then can operators hope to see adoption rates - as well as the return on their network investment - soar. <<
- Eric - |
