It was that subscribers should register to the service which held by telecommunication companies and three parties to have mobile shopping and content services such as ring tone, wallpaper and game. This is a registration service where subscriber should register via SMS to certainty short code and they will receive the update information about the service daily base. Subscriber then can download the content through mobile internet service e.g. GPRS or 3G service through their mobile phone. It means subscriber should do some effort before they download the contents
New innovation of Value Added Service (VAS) on mobile internet service to fulfill mobile shopping service needed by subscriber is telecommunication companies provided end to end the system to support the service. That is VAS service based on BREW platform. With this scenario, telecommunication companies provided mobile phone, application on the mobile phone and application server. BREW platform is giving an alternative solution to the low end handset instead of current mobile phone shopping which required high end handset and support WAP application (Java application)
Through the new mobile shopping service, subscriber will have more options before they decide to buy something to enrich their mobile phone. The benefits of new mobile phone shopping from the subscriber perspective are;
1. Subscriber will be able to browse to any available contents
Mobile shopping application is available on the handset and usually telecommunication companies will give free of charge to browse any content available (ring tone, wallpaper and game) on mobile internet service . They will be charge if subscriber decides to buy one or more of them
2. Subscriber can preview the content they would like to buy
Before subscriber decide to buy, they can preview the ring tone, wallpaper or game through mobile internet service to make sure that they are working and resulting as they expected
Meanwhile from the telecommunication perspective, the benefits of mobile phone shopping are;
1. Single point of service
Mobile shopping service on the mobile internet service with this scenario requires that telecommunication companies act as the single point of service which provides application server, contents and mobile phone/handset injected with BREW platform
2 Cheap tariff
Since no three parties involved in the mobile which used to provided a part of system, telecommunication companies can give a cheap tariff to the entire of service e.g. subscription service, download content etc
3. High flexibility on the system
Telecommunication companies can change the application server, manage the contents, and application on the handset anytime they want to for many reasons
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