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mWatch Europe
A Survey of Mobile Readiness
in European Cities and Regions
“To foster innovation in our companies, cities and regions, the European Commission promotes effective
transfer of good solutions and inventive practices across sectors and borders. mWatch Europe 2006 describes
- Reinhard Büscher, European Commission, Enterprise and Industry DG, Innovation Policy
Development Unit
“As Mayor of Stockholm, I introduced the concept of mCity Stockholm – the first mCity in Europe. The
reason for this initiative was my conviction that a city has to find new methods to deliver its services to
citizens as well as visitors and the business community to stay attractive in the Information Society. The
very first mWatch, which was published some years ago, covered the Baltic Sea Region and described the
potential of mobility. I am now happy to announce that the mWatch 2006 has expanded across Europe and
that many more important dimensions have been included. I strongly recommend reading mWatch 2006
for insights and inspiration into a critical area where Europe must improve its performance.“
mWatch Europe 2006 provides an overview of the mobile and wireless sectors in Europe today. The pan-
European Kaleidoscope of Innovative Mobile Projects, containing 80 case stories of mobile solutions, offers
a comprehensive picture of what currently takes place in European markets. The Mobile Readiness Index
provides an assessment of mobile readiness in 21 participating city-regions, addressing areas such as
inhabitants’ mobile fluency, innovative climate and involvement of local policy makers. Taken together, these
surveys highlight the exiting opportunities that the mobility industry presents for Europe - for economic
growth as well as for improving the everyday lives of European citizens. Local public leadership and a user-
centric approach emerge as critical dimensions for these opportunities to become realized.
€ 40
ISBN-10: 87-92039-00-6
ISBN – 13: 978 - 87-92039-00-6
2006
mwatch.qxd 14/10/08 11:11 Página 1
Anna Rylander
Christer Asplund
Jan Annerstedt
Sascha Haselmayer
Jakob H. Rasmussen
Editor of Kaleidoscope
Henrik Graham
mwatch.qxd 14/10/08 11:11 Página 2
Interlace-Invent ApS
PO Box 135
1004 Copenhagen
Denmark
www.livinglabs-europe.com
ISBN-10: 87-92039-00-6
ISBN-13: 978-87-92039-00-6
Design:
Sergio Catalá Bayona
www.tentacionesgraficas.com
COPYRIGHT NOTICE
Living Labs Europe, mWatch and Mobile Readiness
Index are all registered Trademarks of Interlace
Invent ApS.
No reproduction in parts or whole, without written
permission.
mwatch.qxd 14/10/08 11:11 Página 3
Acknowledgements
Many people and organisations have provided Moncalvo from Fondazione Torino Wireless, Stefan
important input to mWatch 2006. Most importantly, Beding and Michael Gross from Västervik Framåt AB,
we are grateful for the contributions of the inde- Lennart Nilsson from Västerviks kommun, Craig
pendent local partners in the cities and regions rep- Marsh, Oksana Polova, Carlos Jimenez, Elif Bastug
resented in the Mobile Readiness Index survey. and Peter Zipp from EDHEC/Theseus, Jørn Bang-
Andersen from Hansa Consulting House, Gábor
The mClusters consortium, funded under the Europe Békés from Futureal, Éva Bognár from Telecom,
INNOVA programme has been an invaluable partner Ministry for Information and Telecommunications,
in contributing mWatch reports from 9 European Péter Halácsy from Budapest University of
city-regions. Technology and Economics, Bence Ságvári from
Nokia, Centre for Regional Studies (HAS), András
The analysis of these places, and thus the state of Szigeti from CMCS (CEU), Telemedia, Telecom,
mobile readiness in Europe, is based on the local Budapest City Council and Viktor Böhm from Central 3
partners’ reports and could of course not have been European University (CEU), Dr Ursula Maier-Rabler,
Acknowledgements
made without their valuable input. Karin Moizi, Christian Fuchs from ICT&S Salzburg.
Preface
1
book we are trying to depict new opportunities and Industry: “Our strategy isn’t to select winning
offered by mobile ICT solutions. Interlace-Invent is technologies, but rather to identify and remove
publishing this and other mWatch reports as part of existing barriers to innovation … Networking innova-
the wider Living Labs Europe efforts, to provide tion actors [who have been able to bring together
inspiration and a solid factual basis for promoting clusters from other countries] remains a corner-
user-driven mobile solutions across the European stone of European innovation policy.”
continent.
mWatch Europe 2006 reports from a continental
To develop mobile services and to make them wide- cross-section of European city-regions. The 21
ly available is a major challenge to European com- regions listed in the book are located in both old and
panies in the ICT and telecommunications industry new, and even prospective EU member states. The
as well as to policymakers at the local, national and sizes of the cities range from the London metropoli-
European levels. tan area of 12 million inhabitants to Västervik,
Sweden, with a population of 37,000.
mWatch Europe 2006 contains 80 case stories of
mobile solutions. They are presented in a pan- The Mobile Readiness Index (MRI) has been derived
European Kaleidoscope of Innovative Mobile from systematic reviews of European and other
Projects. Taken together, the cases offer a compre- experiences of constructing mobile infrastructure,
hensive picture of what currently takes place in the strengthening the “mobility industry” and imple-
European “mobility market” and in the European menting successful mobile projects. Anchored in
“mobility industry”. Focus is given to user-driven regional innovation studies, the MRI provides
mwatch.qxd 14/10/08 11:11 Página 5
Preface
spaces, recognising the role of users and user com-
munities in the design and development of new
mobile services. The cities and regions participating
in the Living Labs Europe network are critical
sources for mWatch Europe 2006. The number of
participating Living Labs in the network is rapidly
expanding, with public and private leaders commit-
ting themselves to collaborative innovation.
Christer Asplund
Director, Interlace-Invent, and coordinator of
mWatch Europe 2006
1 Sparks, the newsletter of the Europe INNOVA initiative, Year 1, Issue 2, September 2006.
mwatch.qxd 14/10/08 11:11 Página 6
Methodology 19
mAdministration 70
mEntertainment 77
mHealth 92
mLearning 99
mLogistics 101
mMarketing 107
mPayments 110
mSecurity 116
mStudents 129
Glossary 155
Interlace-Invent 157
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Living Labs Europe is a pioneering initiative, driven by Europe has now become the leading European net-
European cities, firms, and citizens, to develop a net- work of cities with a commitment to mobility, facilitat-
work of Living Labs across the 27 European member- ing innovative projects to provide advanced services
ship states. The ambition of the Living Labs Europe to European citizens.
network is to further the development of the mobility
clusters of excellence, innovative capabilities and Living Labs implement pioneering projects within
attractiveness of places in Europe. Enthasis is put on mobility, mobile and wireless solutions and services
promoting economic growth and regional develop- targeted at specific user-communities. Solutions
ment through high technology and user-centric areas include logistics, students, health care, auto-
design and commercialisation. motive, tourism, marketing, food, citizen services,
public administration, business applications, rescue
Living Labs projects have two core objectives: services, advanced textile, security, traffic control,
To improve attractiveness of cities through advanced outdoor life, navigation, and construction. Critical 9
mobile services for citizens, businesses and visitors, mass is built through cross-cluster collaboration,
Living Labs are open innovation spaces, which recog- Since 2005, the European networking dimension is
nise the design and development roles of users or strengthened by the mClusters project, a Europe
user communities. A Living Lab contains a set of INNOVA project. This initiative is coordinated by
instruments to enable effective interactions between Interlace-Invent, which is also the initiator and coor-
the producers and users of information and commu- dinator of Living Labs Europe.
nications technology for truly inventive uses and for
sensing new products and processes. Professional
users as well as amateurs may play significant roles For further information, please contact:
in identifying new needs and in shaping new designs
and applications. Jakob H. Rasmussen, Managing Director
Living Labs Europe
Living Labs Europe represents self-funded, user-driv- P O Box 135
en partnerships between regional business, authori- DK-1004 Copenhagen K, Denmark
ties, and universities, actively promoting European Telephone +45 3071 1761
integration and growth. As such, Living Labs already e-mail: j.rasmussen@livinglabs-europe.com
operate and collaborate across Europe to exchange www.livinglabs-europe.com
experiences, technologies and markets. Living Labs
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Only recently, the following story was recounted to Sure, the mobile operator executive answered, but
us by a major European mobile operator. Unusually for the moment we are quite happy to react to
heavy 3G traffic was detected in the city of Örebro. market developments, picking the low-hanging
Indeed, they were overwhelmed by this intense fruit. Now we were amazed. When incurring heavy
mobile usage among the 3G subscribers and start- losses in an industry in the midst of a fundamental
ed to investigate what had happened. shift from offering a commodity to providing cus-
tomised services, perhaps it is time to stop and
It turned out that the source of this massive take a look into what opportunities and challenges
increase in traffic was to be found in a national markets of tomorrow might bring.
high school for the deaf in Örebro. Here the deaf
students had managed, quite by themselves, to What does this simple real life example teach us?
discover how they could use modern mobile In essence, the story of the high school in Örebro
devices for image interaction. Someone in the illustrates the power of mobile solutions to change 11
deaf community had managed to start an effec- people’s everyday lives. This clever solution was
chapters describe the developments that are cur- opportunities as well as the problems associated
rently taking place within Europe; First by means with the adoption of a new communications medi-
of the Mobile Readiness Index, a tool for assessing um in a commercial context.
and comparing the stage of development and suc-
cess of the mobility sector in 21 cities and regions As a new communications environment, the inter-
throughout the European continent. Then the net follows its own logic and language, and we are
Kaleidoscope of Innovative Projects provides a only now beginning to get a grip on its commercial
selection of 80 mobile applications developed and implications. At first, companies, public policymak-
offered in Europe, most of them developed in close ers and financial markets were overwhelmed by
collaboration with user communities. Finally, some enthusiasm for the seemingly infinite opportunities
policy implications of the mWatch 2006 survey are provided by the new technology. The bubble was
outlined. inflated by speculations about how “the internet
would change everything”. Now, about a decade
later, and after the painful burst of the bubble, we
A PARADIGM SHIFT BEYOND TECHNOLOGY can conclude that indeed to some extent every-
thing has changed – it just did not change the way
The introduction of every new communications we thought at the time. We are still only in the
12 technology changes society because it changes beginning of the Internet learning curve. The
how we communicate and relate to each other. majority of the early online solutions and business
mWatch Europe 2006
“The Medium is the Message”, as Marshall McLuhan models were either built on flawed assumptions
once famously put it to emphasise the impact the about consumer behaviour in the virtual world, or
various technological forms of media have had suffered from inappropriate understanding about
throughout history on how we experience the world how the characteristics of products and services
1 2
and on how society is organised . However, any change when consumed in a virtual environment .
technology must be understood in the social con- These misconceptions resulted in offerings that
text within which it is used. Indeed, communication failed to attract customers, and in unsustainable
lies at the core of human activity, and all domains business models. Put differently, the development
of social life are therefore potentially modified by was driven by supply of technology rather than
the pervasive use of new communications tech- demand based on customer needs.
nologies.
Today we stand on the verge of a new wave of tech-
Most recently, the primary example of the intro- nological development, envisioning a new set of
duction of a new communications technology is the exciting opportunities that follow suit. Mobile and
Internet. This medium changed our relationship to wireless technologies allow us for the first time in
the world primarily by removing the constraints of history to have access to the Internet Anywhere,
time and place, allowing easy and instant access to Anytime and Anyhow. When entering this next
vast information resources on a global scale. The phase of development we should endeavour not to
rise of the Internet hype in the late 90’s – and the make the same mistakes again; wireless communi-
subsequent crash in the first years of the 21st cen- cation is not the same as wireless Internet. Mobile
tury – provides an instructive illustration of the devices that allow people to conduct their activities
1 McLuhan, M. (1964/1994) Understanding Media: The Extensions of Man, Cambridge, MA: The MIT Press.
2 Peppard, J. and Rylander A. (2005) “Products and services in cyberspace”, International Journal of Information Management, 25, pp. 335-345.
mwatch.qxd 14/10/08 11:11 Página 13
3 From interview with Carl-Henric Svanberg, CEO of Ericsson, Veckans Affärer, October 5, 2006, p.24
mwatch.qxd 14/10/08 11:11 Página 14
4
cost of supplying a commodity to a focus on value, because they satisfy narrow interests better. We
service delivery and solution provision. are already witnessing this phenomenon in music
Telecommunications operators have to learn to and book retailing. More than half of Amazon’s
think in terms of value delivered to the customer book sales come from outside its top 130,000
rather than cost per subscriber. The customer is titles; this is more than most bookstores will typ-
seeking relevant, high quality services that meet ically stock in a physical book store. Rhapsody
their needs, are easy and secure to use, with fair streams more songs each month beyond its top
5
and easily understood pricing as well as good sup- 10,000 than it does its top 10,000.
port. Personalisation, communication, positioning
and immediacy are key tenets of the mobile mar- When the total cost of inventory storage and dis-
ketplace. tribution is insignificant, as it is with digital serv-
ices and their distribution channels, it becomes
Third party organisations have emerged as dedi- economically viable to target many small market
cated partners to supply new mobile services, spe- segments, or communities. This could be content
cialising in innovative types of content and servic- specifically around a football team, a company, or
es. This is an increasingly important, but diverse, a school. Services and content that may have low
group of actors, not traditionally associated with volumes can collectively make up a market share
14 the telecommunications industry, ranging from that rivals or exceeds the relatively few ‘big hits’
global players like Disney to small local actors like if distribution channel is large enough.
mWatch Europe 2006
5 Examples taken from C. Anderson, ‘The Long Tail’, Wired, October, 2004.
mwatch.qxd 14/10/08 11:11 Página 15
The traditional telecommunications industry was Technology is no longer the main obstacle hamper-
conceptualised as a straight forward value chain, ing the development of mobile services. Instead,
starting with infrastructure and technology the main problem is to identify user-driven projects
providers, telecommunications operators in the around which innovation and new value networks,
middle, and ending with consumers. This conceptu- including new business models, can be organised.
alisation is not only flawed, but inappropriate for The mobility industry thus includes all actors
the emerging field of mobile services, where build- involved in developing, producing and delivering
ing partnerships with customers as well as other user-centred mobile solutions; anything from hard-
parties is a core capability. The traditional linear ware and software providers to all forms of third
model, a perspective that leads to strategies party content and service providers. This way as
focused on controlling the chain, does not account diverse actors as flower shops, tourist boards,
for the nature of alliances, competitors, partners sports associations or a medical centre can become
and other members in the mobile business net- part of the mobility industry.
works. Instead, it has been suggested, the logic of
value creation in the mobility sector is better con- Of course, the term ”industry” may be a little mis-
ceptualised as a complex value network, involving leading here as it gives the connotation of repre-
a myriad of small and big actors – with the user in senting a coherent set of firms, when in contrast all
6
the centre, actively driving the development . value networks are unique. In addition, mobile 15
6 See Peppard, J. and Rylander, A (2006) “From Value Chain to Value Network: Insights for Mobile Operators”. European Management Journal, Vol 24,
Within Europe, there are at least 150,000 communi- that it was the leading ICT place in Europe, and chal-
ties in the administrative and geographical meaning. lenged the rest of the world with The Stockholm
All of these communities host citizens who carry out Challenge Award.
their jobs, live their lives, pay their taxes, purchase
and consume products and services. In today’s glob- Today, visionary places are shifting focus to exploit the
alised economy, the vast majority of all social and new possibilities presented by the mobility industry.
commercial interactions still take place within the Thus, they position themselves far beyond the tradi-
boundaries of the local community. tional eStrategy and reorient place management ini-
tiatives towards mStrategies. Local policy makers in
Consequently, the challenge for cities and regions in an increasing number of places across Europe realise
Europe is to create an attractive place for citizens as that mobile services can offer quite new advantages
well as companies and investors, allowing the place for the citizens, but they also look to the mobility
– the city or region - to prosper. As people and com- industry for opportunities for growth. Successfully
panies are becoming increasingly mobile and can exploiting the opportunities of this complex emerging
choose the most attractive place for their purposes industry requires local leadership within a place. One
and interests, many places invest heavily in place option for local leaders, whether public or private, is to
branding to attract talent, businesses and tourists. establish a Living Lab.
ICT capabilities have long been a key ingredient for A Living Lab is a city area which operates as a full-
such place branding strategies to attract talent and scale urban laboratory and test-bed for inventing, pro-
inward investments. Many places have developed totyping and marketing new mobile applications. A
mwatch.qxd 14/10/08 11:11 Página 17
Living Lab includes interactive testing, but is managed a European scale, these companies often refer to
as an innovation environment well beyond the test- the opportunities offered by the huge European
bed functions. Ideally, each Living Lab should include market of about 500 million potential customers.
stakeholders from the public and private sectors and The potential is obvious, what is now needed are
from research institutions. Innovative resources could viable, convincing (tried and tested) cases that
then be combined and synergies achieved. It is impor- could bring new offerings to the European market.
tant to conduct joint projects within a collaborative A selection of such cases is presented in the
environment, where users are directly involved. Other Kaleidoscope of Innovative Mobile Projects. The
important management features are willingness to next challenge is to gear up from the local to the
benchmark and collaborate with other Living Labs to European scale.
optimise use of resources and create critical mass in
the market-place. Living Labs represent commitment The mobility industry is particularly important for
to act as early adopters and a definition of demand to Europe from a global competitiveness perspective.
foster innovations which must be locally anchored, yet The US market still suffers from the fragmentation
globally competitive. caused by competing mobile infrastructure net-
works and has not managed to get up to speed with
THE IMPORTANCE OF THE MOBILITY INDUSTRY Europe. In contrast, the introduction of the GSM
FOR EUROPE network, in combination with a number strong tech- 17
The Mobile Readiness Index (MRI) Information provided by MRI will support efforts
to attract inward investments and the creation of
In the previous chapter, we outlined the increas- regional clusters of innovation in the mobility
ing complexity in the mobility industry, involving industry - to empower European growth and inno-
a great number of actors and a variety of direc- vation within this emerging industry. Our ambi-
tions for future development. Of course, this tion is to encourage co-operation (and even co-
increasing complexity also puts greater pressure branding) among leading and developing industrial
on the individual players to find a fruitful place in clusters in the European regions within the mobil-
this disorderly value network. ity industry. These clusters could provide the
foundation for new projects, new firms, inward
Our aim in this chapter is to provide inspiration investments and commercialisation of existing
and guidance to public as well as private actors resources that can create regional innovation,
with an interest in the mobility sector in Europe. growth and development and stir the European 19
The Mobile Readiness Index (MRI) is a unique growth in line with the ambitions set out by the
tant requirement was to create a comparative first time by the mWatch contributors, highlighting
framework in which the different places could be the requirement to consider a broader array of sta-
measured and benchmarked. tistical inputs to regularly assess a region’s com-
petitiveness. Taken together they provide a unique
MRI is composed of three enabling dimensions, and holistic appraisal of a place’s readiness to
nine sub indexes and 18 variables. 15 of these vari- become successful as a mobile society – and, ide-
ables contain data collected and compiled for the ally, act as an impetus for action.
via mobile phones is an important measure in this in the mobility industry is the management capacity
cities, facilitating the sharing of experiences and will give some added insights into the regional dynam-
joint creation of markets is therefore considered ics of these areas. Places are presented in geograph-
an important element of management capacity. ical order, from North to South, and were chosen so
as to be representative of the European continent in
The interest expressed by public leaders in mobility, geographical terms. It was also important to cover
as well as how this interest is acted upon, are assessed small as well as large cities to get a representative
in the MRI. Local mStrategies are reviewed alongside overview of the dynamics of the mobility industry in
international benchmarking activities and efforts to Europe, where often smaller cities can compensate
develop true public-private partnerships (PPP) that critical mass through agility.
go beyond procurement of services to joint future-
oriented innovation activities. As the data was collected during 2005 and 2006
it forms two groups. The scores were compared
MRI draws on data from a number of different sources, internally within these two groups (or years).
ranging from EU, national and regional statistics to Because the rankings are all relative, the selec-
qualitative rankings based on more than 200 inter- tion of cities will affect the actual score of the
views conducted with industry experts and stake- ranking. MRI scoring years are noted next to the
holders. The data for each place was collected and heading of the places.
22 analysed by independent local partners.
mWatch Europe 2006
Rankings are relative to each other, which means For more information on the MRI and its
that the top score (7) signifies “best in class” and the underlying methodology, please visit Living
bottom score (1), represents the lowest recorded Labs Europe web site:
score. (3.5) thus reflects an average within the group www.livinglabs-europe.com
assessed. This means that scores can only be con-
sidered as comparative measures in relation to the
European places included in the survey. MRI does not
claim or aspire to prove any absolute figures in mon-
etary terms or of the success/profitability of the
mobility industry in a particular place. Within the
objectives of MRI, trying to pin down such absolute
measures in a high-velocity industry appears to be
of little use.
Helsinki
Oslo FIN
NOR Stockholm
SWE 5.26
5.06 5.21
4.85 4.60 5.57
5.67 5.00 5.00
4.67 5.13
3.67
Tallinn
EST
Oresund Lund
DEN/SWE SWE 5.39
6.50
5.14
4.83 5.24
5.14 Vaester vik 4.09
4.66
4.97 4.66
4.67 Kalmar 5.58
5.18
4.94 5.18
4.46 SWE
5.58
4.58 5.58
4.58
5.22
5.88 23
Copenhague 3.27
DEN Malmö 6.50
Helsinki Helsinki, FIN Overall MRI 5,26 private facilities. There are a num-
2006 ber of companies in the Helsinki
5,00 Awareness of Mobile Servies
area that offer usability and user
interface testing with an interna-
5,21 Mobile Fluency 4,51 Infrastucture tional reach. These test-services
cover testing of the actual user
6,13 Usage of Mobile Services interface functionality (10-15 per-
sons), user documentation (100 –
200 persons) and customer accept-
6,00 Ability to Introduce Killer Applications
ance testing with large test-audi-
ences (hundreds to thousands of
5,57 Innovative Climate 4,88 Networking Interest
people). These cross-fertilising
efforts can be described in terms
5,83 Innovate Culture of a de facto mCluster in Helsinki.
1 www.osloteknopol.com
mwatch.qxd 14/10/08 11:11 Página 27
Innovative climate: 5.67 expand the cultural experience of the elements. There are also
The very high innovative climate Oslo through the use of wireless interesting developments in the
ranking (only outdone by Lund) is technology. Mobile devices will also integration of health care servic-
of course an important factor of be used to gain quick access to es and wireless technology
attraction for Oslo. Innovative
capabilities rank as excellent and
great interest is already shown in
mobile solutions from private com-
panies and public authorities alike.
Third party integration is also on
the move, involving more service
providers in the mobile communi-
cations sector. The interest in
mobile services has inspired a
great many companies to locate
in Oslo, which has developed into
a true mCluster. As a result, the
number of start-ups in the mobil- 27
services had to be created from innovative mobile services. Still, move on to the next level it needs
innovative capabilities. The ICT marking activities have dimin- again after 4 years. The turbu-
sector is well represented in cer- ished. lence, both in terms of the busi-
tain clusters, especially within the ness cycle and public policy caus-
Kista Science City, a suburb to Opportunities and threats es backlashes and a certain
Stockholm City. Election results in September 2006 hesitation within the business com-
changed the arena again. The new munity and may hamper inward
Unfortunately, the mCity and TIME administration has declared that investments.
concepts have experienced a neg- ICT, mobility and hot spots are all
ative development in recent years. areas of high priority within the city The establishment of a platform to
The activities under the mCity of Stockholm. New opportunities provide continuity for longer-term,
umbrella were moved to another are foreseen in the industry. With true Public-Private Partnership ini-
city in Sweden where conditions all the major players in mobility tiatives around a well accepted
were considered more favorable, represented in Stockholm, a strong mStrategy in the form of a Living
and the project in Stockholm was innovative climate and excellent Lab Stockholm is today under con-
kept on a backburner. On a more mobile fluency, the prerequisites sideration. Learning from the
positive note, the recovery of for becoming a driving city within volatility of particularly the
Ericsson, as well as many of the mobile readiness are all there. Management Capacity should pro-
smaller companies in the ICT con- vide all stakeholders an interest to 31
sultancy area, has generated new The threat against a more stable create a stable platform for mCity
ly high interest already shown in cate a window of opportunity. A a small place is always to run out
mobile solutions from other indus- local mStrategy has been devised of critical mass.
tries, Västervik has not managed to articulate and implement a vision
to fully capitalize on the innovative of a mobile community. The inter- From a European perspective
ideas. The low numbers of start- est has also manifested itself in Västervik provides an interesting
ups and patents per 100,000 inhab- benchmarking activities such as showcase for thousands of small
itants indicate that there are poten- visits to other Living Labs. cities. At the same time, Västervik
tially unexploited commercial Furthermore, the local adminis- could benefit from the experi-
opportunities to be reaped from the tration is repeatedly emphasising ences in other places in Europe
test-beds – especially with a view the need for public-private part- that have been more successful
to exportable solutions. However, nerships, as evidenced in a high at building international networks
there is an awareness of this issue score for actual PPP results. and develop solutions that can be
within the community and the coun- exploited in a wider commercial
ty administration has put an addi- Opportunities and threats context. Here, a critical point lies
tional pressure on measures to A small city can quickly change in building the innovative capabil-
catalyse new mobile solutions. directions and grasp new oppor- ity – devising and protecting con-
tunities. Today, the opportunities cepts for international markets. It
Management capacity: 6.50 of yesterday have been realised will be more capital-intensive and 33
Herein lies the real strength of in Västervik. The next phase is to high-risk to the partners involved
issue in this complex region. On Management capacity: 4.58 Denmark have been talking about
the one hand, the number of actu- There is no explicit mStrategy for building an intangible bridge over
al networks with international the Øresund region. Instead, the Øresund to make it an integrated
implications is very high as one development towards mobility has region. The tangible bridge is now
would expect for a cluster aiming been driven by particular initia- there. Huge efforts have been put
for a position in the world-class tives of private companies. Public in to this vision, but as these fig-
league. On the other hand, the leaders have recently opted for an ures show, with varied results.
score for local cluster building approach promoting public-pri- The mobility industry presents an
lingers just below average. This is vate partnerships to build on these opportunity to capitalise on these
in spite of an impressive density initiatives, instead of pushing a efforts. The Øresund region today
of high quality local science parks top-down mStrategy for the entire is at a threshold of achieving a
and incubators. However, this region. This approach is reflected broad implementation of mobile
region is characterised by multi- in very high scores for openness services that have been devel-
ple clusters, with many different to PPP as well as high actual PPP oped in the region. It is now up to
industries competing for resources results. The ambition of the region- regional policy makers to seize
and attention from policy makers. al public administrations to fur- this opportunity and take concrete
For example, Lund has its own ther the regional development of measures for creating an integrat-
mobile cluster that has emerged mobile solutions is displayed in ed region. A first promising step 35
from Ericsson’s early mobile phone the interest shown in learning from is the transnational initiative
2 www.copenhagencapacity.dk
mwatch.qxd 14/10/08 11:11 Página 39
3 Ibid.
mwatch.qxd 14/10/08 11:11 Página 40
working activities. The score for SMEs and improving education and
networks with international impli- skills. As a result, there seems to
cation is very high reflecting the be a lot of grass-root and demand-
international character of the city driven innovation taking place.
and its inhabitants. Yet, one should While this is an excellent platform
bear in mind that in absolute num- for developing mobile service offer-
bers London is a heavyweight with ings, for the sector to flourish,
many of Europe’s leading research some overall coordination is
and academic institutions. In addi- required. Due to the mobility indus- ture, London today faces huge
tion, nearby Oxbridge resources try’s complex value networks, it problems with transportation of
are seamlessly linked in particular faces particular challenges in terms people and goods. Access to mobile
to the global financial services hub. of leadership. This lack of interest services, for businesses and con-
for cluster policies is also reflect- sumers alike, therefore becomes a
At the same time, the score for ed in the lack of interest for the strategically important area for
local cluster building is low,despite activities of other regions. London. However, while several
the geographic density of people isolated innovative mobile proj-
and companies within the creative Opportunities and threats ects can be identified, the mobili-
and telecommunications industries The MRI for London points to a ty industry has not been able to 43
and high profile academic institu- weakness in terms of management flourish without active leadership
Management capacity: 4.92 regions. Trustful management Design, media, ICT, tool-making,
The Stuttgart region has several cooperation between public and auto-motive and electrical man-
local mStrategies in place and private leaders has led to high ufacturing are sectors with a delib-
public leaders are reported to rankings for openness towards erate effort to network in order
show an interest in the develop- public-private partnerships and to inspire unique mixtures and
ment of the regional mobility and impressive PPP results. business ideas.
ICT sectors. A recent study has
revealed that 94% of CEOs have Opportunities and threats Consequently, clustering in the
stated that they see the possibil- Cross-border collaboration with Stuttgart region has many prom-
ity of fostering their competitive many European regions is a key ising features. That said, the com-
edge via mobile business. Together sphere of action for the Stuttgart plexity of the region, symbolised
these two observations provide a region. Wireless Cities, funded by the 179 independent small
positive picture of the manage- under the INTEREG program, towns and city districts, may cause
ment capacity in Stuttgart. The including cities in Spain, Poland, organisational burdens and con-
management interest is also Finland, Italy and Ireland, is one flicts. The threat is obvious: a
reflected in mobility benchmark- example. Another stronghold for fragmented structure can under-
ing efforts, where the aim is to cluster building is the so-called mine the building of critical mass
initiate cooperation with other cross-sectoral competence mixes. within the cluster.
mwatch.qxd 14/10/08 11:12 Página 46
under Subnet, as well as techno- and territorial planning, including opment of environmentally con-
49
2,08 Management Capacity 3,50 Benchmarking Activities relative immaturity of the telecom-
munications industry in Hungary.
1,75 Cross-Sector Partnerships Only 20 years ago, hardly more
than a third of all households had
access to fixed telephony. Today
roughly9outof10peopleinBudapest
own a mobile phone, which is about
EU average - no doubt a spectacu-
lar expansion. However, the
Hungarian telecommunications
market is overregulated and marked
More information: www.livinglabs-europe.com/budapest
by stifled competition. Hence, costs
for usage are perceived as high
Overall MRI: 3.30 ed economic and commercial among the local population.
Budapest, the capital of Hungary, engine of Hungary, accountable
has a population of over 1,6 mil- for 35% of the national GDP. Innovative climate: 4.35
lion inhabitants and is also one of Budapest is also considered the Despite the above observations,
the important entry points for busi- most knowledge-intensive area of there is a positive innovative cli-
nesses looking to establish them- Hungary and the only real centre mate for mobile applications, and
selves in Eastern Europe. The of innovation. Most R&D activity is high energy in the R&D communi-
Budapest region is the uncontest- found here, and the net income ty. Innovative capabilities are high
mwatch.qxd 14/10/08 11:12 Página 51
and networking activities are fre- their purpose misunderstood. become available, the uptake is
quent and enthusiastic. Several of There is no local mStrategy and generally good. The rapid devel-
the largest European telecom play- little by way of benchmarking activ- opment of the telecom sector has
ers are represented in Budapest ities with other cities. to a large extent been driven by
and several Hungarian universi- growing demand for mobile and
ties are involved in international Opportunities and threats ICT services by both corporate 51
partnerships with mobile service As a recent EU member with a and private users. The real prob-
Overall MRI: 3.69 infrastructures are in place. Yet, the number of start-ups is still
With roughly 1 million inhabitants, According to the Mayor, Torino below EU average, as are high-
the city of Torino has a long man- “must attract and nurture entre- tech patents and local cluster build-
ufacturing tradition, notably in the preneurial skills in innovative busi- ing efforts. In contrast, Torino has
automotive industry. Measures are ness sectors and raise education an impressive number of interna-
now taken to modernise the entire to international levels”. Torino tried tional networks. The voluntary pub-
industrial sector. Plans for new to use the 2006 Winter Olympics lic association Torino Internationale,
telecommunications and logistical to promote itself on the worldwide with around 400 members from all
mwatch.qxd 14/10/08 11:12 Página 53
parts of society, may be an impor- their resources, and the Winter tudes among the local population
tant reason for this score, as it Olympics was a “once-in-a-lifetime” constitute a good platform for
has managed to open the doors to opportunity. This event is now in the launching mobile services on a
the international market. past and public leaders expressed broader scale, providing suitable
interest for the mobility industry platforms for mPayments are put in
Management capacity: 3.08 can be seen as an opportunity that place.
The managerial dimension has been can now be realised.
ranked relatively low. Despite some A serious threat for more proactive
positive PPP results and average Opportunities and threats initiatives is the complex stakehold-
expressed interest from public lead- Food and leisure attractions, er situation. Diversity of interest
ers, there is little to show in terms research and training institutes, from all parts of society may hinder
of local mStrategies and actual and entrepreneurial activities brave and bold decisions to be taken.
benchmarking activities with other throughout the Piedmont region Successful business development is
cities. The huge efforts before and represent an opportunity for the often a result of unique and risky
during the Winter Olympics 2006 future. mTourism services could investments. Overly heavy negotia-
have steered energy and resources open “secret” attractions to a broad tion processes run the risk of end-
away from the mobility area. Any audience. In addition, the high pen- ing up in compromises and endless
city must prioritise when spending etration rates and the positive atti- discussions. 53
Overall MRI: 2.94 than 10 million inhabitants, one Innovative climate: 3.08
With its unique location as a gate- foot in Europe and one in the Istanbul scores below European
way between Europe and Asia, the Middle East, Istanbul is Turkey’s average in the Innovative Climate,
Mediterranean and the Black Sea, undisputed economic centre. Over yet reveals some promising devel-
as well as its unique, diverse cul- 50% of the largest industrial com- opments. In particular, networking
tural heritage, Istanbul’s strategic panies in Turkey are located in activities have started to bear fruit
position is as relevant as it ever Istanbul, which also hosts 75% of and local cluster building receives a
was throughout history. With more Turkey’s real estate and financial score above average. The density of
mwatch.qxd 14/10/08 11:12 Página 55
polis for nurturing the local cluster are well recognised in Sophia-
intense – it is indeed the premise Antipolis and there are several
of the technology park. About 10 large-scale projects underway
% of the tech firms located in in the telecommunication sec-
Sophia Antipolis are foreign, pro- tor. These are however, more
viding a natural basis for interna- attractive to larger firms than
tional networking. This cluster SMEs developing mobile servic-
strategy has yielded some very es. Consequently the score for
encouraging results. While the actual PPP results in the area of
number of patents stays at an mobility turns out low.
average, the impressive number of Furthermore, although great
technology and content provider- interest is expressed in other
start-ups per 100,000 inhabitants mClusters, very few actual vis-
is unrivalled by the other Living its have been made to other
Lab cities. In addition, contrary to Living Labs indicating that bench- mented with intangible resources
the attitudes among the wider marking is not actively pursued. and competencies, particularly
public, the interest already shown in the area of cross-sector coop-
in mobile solutions and other busi- Opportunities and threats eration. Such initiatives are start- 57
ness sectors is high, an important In the case of Sophia Antipolis, ing to emerge, for example in
mobile devices. Currently this score groups have been proposed in a lic-private partnerships and coor-
is very low. Costs for usage are market plan for Catalunya. How dinated strategies. Another threat
also a serious bottleneck. these proposals are handled is is the comparatively high cost for
essentially a management chal- data transfer in Spain. The low
Innovation climate: 3.21 lenge for Catalunya. In this process number of mobile phone opera-
The innovative climate is about it is also important to add more tors (3) has hampered competi-
average; great efforts are put into communities to the few already tion on pricing.
developing clusters and interna- on board the mobility challenge.
tional networks. However, such
efforts have not been oriented Opportunities and threats
towards software and user-driven The leading mobile infrastructures
innovation in the mobility indus- and strategic position of Catalunya
try. The dark spot of the innova- in the Mediterranean market, con-
tive climate in Catalunya is the taining 100 million potential end-
“innovative culture”. Scores for users, constitutes a great oppor-
start-ups and patents per 10,000 tunity for the region that remains
inhabitants are very low. In addi- unexploited. The massive influx of
tion to risk capital and seed money, visitors participating in the 3GSM 59
Opportunities and threats long-term strategy. The “City of city of Västervik, could well form
As a medium sized community, Inventors” brand has to be an inspiration for mutual contacts
with 116,000 inhabitants, Mataró deployed based on facts. Within and benchmarking.
has always faced a branding chal- the context of mobile readiness,
lenge, being located so closely to this could act as a triggering ele- A threat is that old time indus-
Barcelona. Running the risk of ment to invite technical and con- trial logics keep popping up,
disappearing beside the Barcelona tent providers to invest in Mataró. destroying the first steps towards
metropolis, Mataró needs to act The industrial restructuring ele- a city hosting talented mobility
in a consistent way and with a ment in Mataró, like in the Swedish enterprises and professionals.
61
Laia's Statue
mwatch.qxd 14/10/08 11:12 Página 62
del Vallès
Opportunities and threats could form an effective starting secure a more stable mStrategy
Advanced users in combination point for developing new mobile competence. An obvious threat
with an open-minded leadership solutions. Cluster building is is that the committed leadership
in the community administration underway nearby and this might in the community is changed.
63
tive capabilities are just below proactive role is taken, that clus- and that the limited number of
European average. However, with ter building occurs without a clear telecommunications operators
a growing interest from the public orientation and unique offerings, results in impaired competition.
and private stakeholders in mobile
solutions, a future breakthrough in
innovation should not be ruled out.
tilize European cities. Benchmarking can give inspi- mStrategies to exploit the latest technological and
ration and confidence to a place trying to develop organisational opportunities regarding mobility. A
new mobile services. clear mStrategy is important not least for devel-
oping public-private partnerships (PPP), where
Due to the complexity of the mobility industry, par- the private partners can envisage a stable direc-
ticular efforts are required in terms of coordination tion and on that basis invest time and other re-
of the complex value network. The presence of good sources.
leadership, both in the public and private sectors,
therefore stands out as the most important enabling A successful leadership should be connected to, or
factor for a place to become successful in the mobil- result in, some sort of innovation platform, or
ity industry. Effective leadership, or management mCluster. This includes of course the necessary
capacity in the MRI terminology, creates positive technological infrastructures, but also a variety of
energy also in the business community within a other support mechanisms such as practical and
place, adding to the interest from the local popula- forward looking tender procedures that support
tion. But perhaps most importantly, it attracts addi- innovation, facilitating institutions, clear local deci-
tional players to the mobility sector and to the place. sion-making structures regarding issues on mobili-
This includes both local players from other industries ty and science parks and incubators. Not least, of
(the key to providing relevant content and develop- course, availability of an array of service providers 67
ing suitable services) as well as inward investments. with good insights into the local user communities
are now global and open to new players, providing greatest challenge and bottleneck for the industry,
technology, content and services based on mobile the situation has become reversed. It is now the
solutions. In spite of the apparent potential of the small firms with close relationships to user commu-
mobility industry, often outweighing many of the nities (third party organisations) that are the key
more traditional clusters in terms of revenue, growth to future growth. Opportunities for new start-
and other values, it has not received as much atten- ups are abundant.
tion from local policymakers as many other indus-
tries in Europe. Efforts at city and regional levels to To conclude, the most important observation on
identify new clusters have been directed more mobile readiness is that mobile solutions today are
towards areas such as bioscience, logistics, food less a matter of technology than they are about
and beverage, paper and packaging, automotive, understanding the customers, and about develop-
manufacturing, etc. Perhaps this relatively mild ing solutions that make their lives somehow better
interest in the mobility sector reflects the history of or easier. As is so often the case, the best solutions
the telecommunications sector. As an industry that are often the simplest.
used to be closed to small firms and start-ups,
requiring heavy technological and infrastructure The following chapter, the Kaleidoscope of projects,
investments it was irrelevant for cluster-building will give an illustration of what these innovative
68 activities. Today, when the development of exciting solutions might look like.
content and user-friendly services has become the
mWatch Europe 2006
mwatch.qxd 14/10/08 11:12 Página 69
mAdministration 70
mEntertainment 77
mHealth 92
mLearning 99 69
mMarketing 107
mPayments 110
mSecurity 116
mStudents 129
mAdministration - Spain
mVoting platform and Tempos21 Internet, mobile phones and Scytl with its connectivity plat-
lead the mobile channel imple- text messages (SMS). form, and collaborated in the
mentation. Other leading compa- development of the mobile
nies involved in the project were The consultation system was channel with different technolo-
based on Pnyx, Scytls multi- gies like J2ME and SMS, to
channel electronic voting plat- enable citizens to vote via their
CONTACT INFORMATION:
form, enabling citizen-consulta- mobile phones.
Joan Borràs
Business Development
Manager
Avda Canal Olimpico, s/n
Edificio PMT-B
08860 Castelldelfels
Spain
Tel +34 93 635 2921
joan.borras@tempos21.es
www.tempos21.es
www.scytl.com
mwatch.qxd 14/10/08 11:12 Página 71
mAdministration - Turkey
mAdministration - Greece
police cars or emergency services within this grid. Data collection Athens, Greek National
mAdministration - Germany
GPS based electronic toll collection system for heavy goods vehicles
for all vehicles with a maximum on-board odometer or tacho-
weight of 12t and above. The graph serves as a back-up to
new toll system, called LKW- determine how far vehicles
MAUT, is a governmental tax for have travelled by reference to a
vehicles based on the distance digital map and GSM to autho-
driven in kilometres, number of rise the payment of the toll via
axles and the emission category a wireless link.
of the vehicle. The average
charge will be € 0.12 per kilo- The autobahn system has 300
metre. The tax is levied for all gantries equipped with IR
vehicles using German auto- detection equipment and high
bahns, whether they are full or resolution cameras able to pick
empty. out vehicles via profiling and
record number plates. These
The toll system is primarily send a DSRC (Dedicated Short
74 based on On Board Units (OBU) Range Communications) signal
rather than regular toll booths to a DSRC transponder, which is
mWatch Europe 2006
mAdministration - Austria
• Toll plazas
CONTACT INFORMATION:
Communication between OBU
and toll centre is executed via
mobile communication services
GSM and GPRS. Infrared and EFKON AG
microwave DSRC (Dedicated Andritzer Reichsstrasse 66
Short Range Communications) 8045 Graz
support interoperability with Austria
existing local tolling solutions. IR Tel: +43 316 6956 750
communications is used for sta- Email: office@efkon.com
tionary and mobile enforcement URL: www.efkon.com
purposes.
mwatch.qxd 14/10/08 11:12 Página 76
mAdministration - Italy
mEntertainment - Spain
CONTACT INFORMATION:
These three services form a part
of the Wireless Media Project
that explores multimedia servic-
es within mobile technologies, Rosa Maria MartínSantiago
El Reporter Mòbil is a proto- assessing new wireless technolo- Universitat Politecnica de
type that turns users into mobile gies and developing prototypes Catalunya
reporters. Users share different to advance the way day-to-day Spain
contents (e.g. actual weather knowledge is acquired and dis- Tel +34 934017736
status) by using a mobile termi- seminated. Wireless Media was www.upc.edu
nal. These can be pictures and facilitated by i2CAT and incorpo- www.i2cat.net
video, audio or text fragments. rated a range of public and pri- rosam@fib.upc.es
In its prototype application, an vate partners: The Catalonian
mwatch.qxd 14/10/08 11:12 Página 78
mEntertainment - France
mEntertainment - Turkey
mEntertainment - Turkey
mEntertainment - France
mEntertainment - Denmark
ties across Mobile and Web. fun, and other services by use of means to
watAgame is based in low-end phones. interact and
Copenhagen, Denmark, and have fun with all
employs a strong and competent goSupermodel is the latest con- the other play-
team of 10 highly specialized cept from watAgame and intro- ers. The game
community developers. By com- duces a high-fashion fantasy can be played
world targeted to the from mobile
CONTACT INFORMATION: tween/teen female market. In phones as well
goSupermodel the player starts as on the
out as a newbie model and must internet.
work her way to the top in a
watAgame ApS world of fame and fashion to
Søren Amundsen become a true Supermodel. It
Executive Vice President requires skills like being able to
Kigkurren 8c, 1.tv. follow the constantly changing
2300 Copenhagen S fashion and winning photo
Denmark shoots to earn fame and money.
Tel +45 35 36 41 10 Luckily, she makes a lot of new
sa@watagame.com friends that help her out by
www.watAgame.com sending her gifts and giving her
big hugs to boost her popularity.
mwatch.qxd 14/10/08 11:12 Página 83
mEntertainment - Italy
mEntertainment - Sweden
bers and non-member boat own- opportunities for sailors, busi- able to mobile phone users.
ers to the first Scandinavian nesses, organisations, and
BoatMeet which took place in the general public. The
Västervik during July 2005. steering committee teamed
Västervik has the largest guest up with service suppliers,
harbour on the Swedish east technology suppliers and the
coast. selected marine industry
partners to coordinate and
The organisers decided to show offer real time digital wire-
less services to visitors,
mEntertainment - Sweden
mEntertainment - Sweden
Organisers of the Tornado others interested, the opportuni- even more opportunities when
European Championship decid- ty of following the Tornado business and sports world’s can
ed to show how sport events European Championship race via be merged in online services.
and tourism can co-evolve to SMS messages.
develop entertaining and inter- By employing a mobile
86 esting services based on phone platform everyone
Västervik’s advanced digital around the world were able
mWatch Europe 2006
mEntertainment - Sweden
mEntertainment - Finland
tent providers to package and range of mobile phones that are providers are expected to join
securely distribute all kinds of capable of receiving TV. the service, within 2006, to offer
media. Pay-per-view and sub- TeliaSonera customers have vir- a wider range of services.
scription-based services can eas- tually all programs of the
ily be managed and charged to
CONTACT INFORMATION:
Pasi Mehtonen,
Director, Consumer Mobile
Services and Entertainment,
TeliaSonera
Finland
Tel. +358 40 7171370
Press service +358 2040 60235
E-mail: pasi.mehtonen@telia-
sonera.com
www.teliasonera.com
mwatch.qxd 14/10/08 11:13 Página 91
mEntertainment - Sweden
mHealth - Spain
mHealth - Greece
mHealth - Italy
have limited their use. Monitoring System) is to develop a questionnaire to one or more
Telehealth technology could a new system for transmitting patients by specifying the exam-
patients’ self-reported outcomes ination elapse as well as the
CONTACT INFORMATION: using mobile phones or the delivery recurrence. The web
internet, and to test whether server, through the use of a
patients can and will use the scheduler and interfacing the
system via a mobile phone. MMSC (Multimedia Messaging
Dr Emilia Bielli Service Centre) and SMSC
Via Ripamonti 89, Wireless Health Outcomes (Short Messaging Service
20139 Milan Monitoring System provides a Centre) modules, forwards a
Italy distribution and retrieval system message to patients, inviting
Tel +39 0253 7561 for structured questionnaires to them to compile the question-
e.bielli@reply.it be sent to patients by their naire. Once compiled, the
http://www.qlmed.org/whoms/ medical management team. patient forwards the answers to
Unit of Psychology Patients’ answers are directly the server which stores the data
Istituto Nazionale Tumori sent to an authorised website using another module. A physi-
Via Venezian 1 immediately accessible by the cian can then monitor the
20133 Milan, medical team, and are displayed patient’s health by connecting to
Italy in a graphic format that high- the internet and viewing a
lights the patient’s state of graphic representation of the
health. Cancer inpatients were patient’s answers.
1 Source: http://www.biomedcentral.com/1472-6947/4/7
mwatch.qxd 14/10/08 11:13 Página 95
mHealth - Italy
Remote monitoring and assistance of elderly and disabled people in their homes
The ADITECH project (Integrated report a number of observations, e.g. immobility due to falling,
Technological Home Assistance) such as: fainting or simply loss of orien-
is designed to promote, develop tation.
and distribute innovative tech- • Safety/security monitoring 95
mHealth - Denmark
CONTACT INFORMATION:
Rita Lützhøft
Project Manager support daily routines, such as The PDA also enables centralisa-
The Health and Medical visitation schedules and changes tion of statistical information of
Administration by making information available e.g. visitation durations, length of
Informatikstaben on request through on-line col- individual tasks etc. All information
Sjællandsgade 40 laboration. PDA’s also provide is updated in a centralised it-sys-
2200 København N access to vital information con- tem that smoothes the progress of
Denmark cerning citizen’s health journals, management by making informa-
Tel: + 45 35 30 31 69 previous visitations, phone num- tion available on how different
Mob: + 45 26 73 31 69 bers of relatives etc. and provide tasks and routines perform, spot-
W181@suf.kk.dk a better service experience allto- ting areas of improvement and
gether. those that run satisfactory.
mwatch.qxd 14/10/08 11:13 Página 97
mHealth - Sweden
mHealth - Sweden
Eventually,
mWatch Europe 2006
mLearning - Sweden
mLearning - Denmark
MIL is a public-private partner- Danish Broadcasting Corporation demands and the convergence
ship for developing mobile con- (DR), Film and Media Studies at of media, content and technolo-
tent for 3G telephones. MIL is an the University of Copenhagen, gy. The cross-disciplinary nature
abbreviation of the Danish words the Danish School of Design, of the partners provides an
100 Mobil Indholds Lab that is trans- and Innovation Lab. The purpose excellent framework for out-of-
lates into Mobile Content Lab. of MIL is to create user-driven the-box thinking and compe-
mWatch Europe 2006
mLogistics - Switzerland
mLogistics - Switzerland
mLogistics - Finland
103
CONTACT INFORMATION:
mLogistics - Denmark
mMarketing - Spain
mMarketing - France
Jean-Pierre Blanc coffee at hand, e.g. name and of harvest, and its grinding and
General Manager location of the plantation, name roasting processes.
Zone Industrielle - 9th street
06513 Carros cedex
France
Tel +33 4 93 29 08 98
info@malongo.com
www.malongo.com
ASK
George Kayanakis
President
15, Traverse des Brucs BP 337
06560 Valbonne
2405 route des Dolines
06560 Sophia-Antipolis
France
Tel : +33 4 97 21 40 00
info@ask.fr
www.ask.fr
mwatch.qxd 14/10/08 11:13 Página 109
mMarketing - Norway
ViaNett AS
Lars E. Helland
Managing Director
The module based system Varnaveien 7
allows ViaNett AS’ partners to Box 528 Høyden
run a cost efficient, high-vol- 1522 Moss
ume business in different mar- Norway
ket segments and markets at Tel +47 69206961
the same time on a platform Mob +4790580288
that is designed for fast deploy- lars.helland@vianett.no
ment of new services and new www.vianett.com
technology.
mwatch.qxd 14/10/08 11:13 Página 110
1 Source: http://www.vivotech.com/products/vivo_wallet/index.asp
mwatch.qxd 14/10/08 11:13 Página 111
Improving ease and speed of transaction with contact less payment card
mPayments - Netherlands
CONTACT INFORMATION:
Tamás Fogl
Dr. Kuyperstraat 14
2514 BB
Hague
Netherlands
Telephone +31 (0)70-3614091
t.fogl@park-line.com
h.roebersen@park-line.nl
www.park-line.com
mwatch.qxd 14/10/08 11:13 Página 113
mPayments - France
114
mPayments - Norway
range of models and accessories sensors. Tinyloc is the first com- At the core of Tinytronic R&D
is especially adapted to different mercial application of these lies the maximisation of range,
activities, with transmitters that transmitters and receivers, life-time and weight – with
weigh as little as 1.9g and have focusing on the market of animal miniature transmitters that can
a range of up to 100km. positioning. Highest levels of today be autonomous for up to
quality and durability are 10 years, allowing precise locali-
required, as well as pushing sation.
CONTACT INFORMATION:
miniaturisation of devices.
CONTACT INFORMATION:
blaulichtSMS
Nachrichtendienste GmbH
Bellegardegasse 11
BlaulichtSMS is developing communication and informa- A-1220 Wien
advanced mobile communica- tion flow before, during and Austria
tion and collaboration solu- after rescue operations across Tel +43 126 055 14
tions for emergency workers rescue teams. office@blaulichtsms.net
in the field. The internet- The system connects emer- www.blaulichtsms.net
based platform optimises gency call centres with both
mwatch.qxd 14/10/08 11:13 Página 118
Application Messaging
• SSF (SMS Spam Filter) - Server) - Cross network SMS
Enables mobile operators and platform, offering global SMS
subscribers to detect, filter and based access to applications and
block unwanted SMS messages interactive services.
from any network in a highly
efficient way. • A-SMSC (Application Short
Messaging Service Center) -
A scalable and resilient solution
CONTACT INFORMATION:
for receiving, storing and for-
warding short messages for
mobile originated and mobile
Amrein Primo terminated application traffic.
Intrado EMEA (bmd Wireless AG)
Baarerstrasse 63 • VASP (Value Added Service
CH-6300 Zug Platform) - Extracts network
Switzerland data to enhance applications.
Phone: +41 (0) 41 728 8050 Provides foreign subscriber infor-
primo.amrein@bmdwireless.com mation, online presence detec-
www.bmdwireless.com tion and online alerts to applica-
tions.
mwatch.qxd 14/10/08 11:13 Página 119
sional barcode is
solutions for mobile and sta- deny access to any external VX.Y, RJ11), Parallel ports,
Security to be free!
Gemalto is the result of a recent and solutions are consequently a cation that make it easy for
merger between Axalto and variety of all three companies. operators to offer users
Gemplus making it a major glob- value-added applications and
al player within security solu- USIMERA is a universal Java SIM services.
tions. Prior to the merger card providing a personal, • Advanced microchip tech-
Gemplus acquired the Finnish portable gateway to new servic- nology that enables biomet-
security and ID company Sectec. es; for the operator, it’s the key ric identifiers to be incorpo-
Presented services, products, to security and differentiating rated into passports.
ergonomics in the world of 3G • EAP-SIM that supports
CONTACT INFORMATION: mobile services. USIMERA incor- standard GSM authentication
porates powerful cryptographic algorithms to implement EAP
functions to provide the essen- for Smart Card features and
tial mutual authentication of thus provide best security
Gemalto La Vigie subscriber and network. It is for GSM-WLAN authentica-
Avenue du Jujubier also WAP Identity Module (WIM) tion.
Z.I Athelia IV
13705 La Ciotat
France
Tel: +33 4 42 36 50 00
www.gemalto.com
mwatch.qxd 14/10/08 11:13 Página 123
encryption. Cryptech is designed encrypts and sends data over matically, making use of a sim-
to protect users from intercep- GSM directly to another ple and user-friendly encrypting
tion in all circumstances includ- Cryptech device. In the same mobile phone.
ing ambient eavesdropping. In
fact, during a conversation it is
possible to start a crypto chat
session simultaneously.
CONTACT INFORMATION:
Healthcare
scenario -
regional health authori- CONTACT INFORMATION:
ties in the Netherlands are
trialling the Waleli GSM
The Waleli GSM doorbell is a Doorbell to allow nurses to
clever application for GSM respond more quickly to calls Lawrence Masle
mobile phone technology, from home patients without Keizersgracht 203
allowing people to answer their first having to drive to a central 1016 DS Amsterdam
doorbell, talk to visitors, and key-holding depot to collect a Tel + 31 020-4201112
even open the door, whether front door key. When the nurse info@waleli.com
they are at home or not. All via arrives at the patient’s front www.gsmdoorbell.com
their GSM mobile phones. door and presses the GSM www.waleli.com
doorbell, the call is received by
The GSM Doorbell looks like the regional call centre, and Questions/Remarks
any other doorbell you might the operator will be able to concerning the site:
find by a door. When a caller open the door. This approach d.vankempen@waleli.com
pushes the GSM Doorbell, the saves important time in
mwatch.qxd 14/10/08 11:14 Página 126
CONTACT INFORMATION:
mobilkom
austria AG & Co KG
Obere Donaustraße 29
1020 Wien
Austria
A1 Service line 0800 664 664,
http://www.a1.net/business/c
arfinder
mwatch.qxd 14/10/08 11:14 Página 128
128 The City of Westminster is at the like Covent Garden. It also has equately surveilled. By tracking
forefront of using wireless tech- an incredible density of restau- their movement, and mapping
mWatch Europe 2006
nologies in a number of services rants, bars and clubs as well as the data on a map of the city,
and applications. The City of a thriving theatre district. the Borough could determine
Westminster has a unique char- Embassies and most of British which routes need better cover-
acteristic in London, it is home government are located in the age and improving public order.
to numerous tourist attractions borough, and there are ordinary Public safety is of greatest
like the Houses of Parliament residents living various types of importance in the City of
and popular shopping districts accommodation. Westminster with its many gov-
ernment premises as well as
CONTACT INFORMATION: The complex urban settings of tourist hot spots. A special
the City of Westminster have Wireless surveillance system is
given birth to an exploratory in operation throughout the bor-
project with students from the ough that allows security servic-
Transport For London Royal College of Art and a group es to quickly relocate cameras to
Central Customer Services of school children carrying GPS critical locations. Drug pushing
23rd Floor Empress State receivers. The insights gained and use, illegal parking and
Building triggered a small but significant prostitution are all monitored
Empress Approach upgrade of the equipment that through this system now, and
London traffic wardens use. The mobile cameras can be easily
SW6 1TR research showed that a number deployed for special occasions
Phone: +44 20 7222 5600 of wardens took short cuts, cre- for 20% of the cost of existing
ating black spots that were inad- CCTV’s.
mwatch.qxd 14/10/08 11:14 Página 129
mStudents - Sweden
mStudents - Sweden
everyday
life for 1,500 students at
Västervik High School and the
University College Centre of
Västervik.
CONTACT INFORMATION:
Stefan Malmborg
Project leader
Tel +46 70 682 14 18
Sweden
stefan.malmborg@livinglabs.se
www.mobilestudent.se
mwatch.qxd 14/10/08 11:14 Página 131
mStudents - Sweden
CONTACT INFORMATION:
Wireless technologies are for searching and processing
increasing every day by way of information among students
‘communities of digital prac- and teachers. Consequently,
tices’. Increasingly students are the municipality of Västervik Stefan Malmborg
using laptops and wireless has decided to look at the pos- Project leader
communication devices to sibilities of making working Tel +46 70 682 14 18
organise work, for social process easier for both stu- Sweden
events, and communication. dents and teachers at the stefan.malmborg@livinglabs.se
Digital services have become University College Centre of www.mobilestudent.se
one of the most important tools Västervik and Västervik High
mwatch.qxd 14/10/08 11:14 Página 132
135
1 Source: http://www.talkofthetown.se/tott/dokument/Pressrelease_engelsk.doc
mwatch.qxd 14/10/08 11:14 Página 137
WICs lie in
phones via SMS, WAP, i-mode or their journey through London. charged by users service opera-
via digital TV. More than 1,000 tor. Charges appear on user’s
traffic cameras, sensors on train • Live Travel News that phone bill. Credits on prepaid
tracks, and Global Positioning informs travellers of the latest cards are instantly reduced
Systems (GPS), and other sys- news like planned service when services are used.
tems keep track of real-time interruptions, station inci-
information to guide travellers. dents, delays etc. on Tube,
Bus, Dockland’s Light Railway
CONTACT INFORMATION: (DLR), Train, and River serv-
ices.
142
mWatch Europe 2006
Copenhagen’s charm lies in its centre easily becomes a night- empty parking spot users simply
narrow streets in the vibrant mare. Business people who send an SMS with the text “pinfo
heart of the city. Like other his- park in Copenhagen on a daily kbh” to number 1231.
torical cities Copenhagen is basis are often faced with Immediately after sending the
best experienced by foot, and spending valuable time search- request the user receive an SMS
finding parking close to the ing for that one free space reply informing the user of the
place the car only to find that it location of the closest parking
CONTACT INFORMATION: is already taken. Another typi- facility and number of available
cal scenario is finding a parking parking spots. The service is
slot, realising that one does not also WAP enabled by logging
have change to operate the onto www.p-henvisning.dk.
Anders Rody Hansen parking meter. Users cannavigate the menus to
Vej & Park find available parking slots.
Njalsgade 13 The Municipality of Copenhagen Users of SMS services are
2300 København S offers a collaborative parking charged an additional amount of
Tel: + 45 33 66 35 65 service with 8 large parking 1 DKK on top of the standard
vejpark@tmf.kk.dk facilities in centre of SMS fee. WAP services are free
Copenhagen. In order to find an or additional charges.
mwatch.qxd 14/10/08 11:15 Página 143
is an information packed wire- PDA’s and is viewed by use of about historical buildings, muse-
less mobile city-guide that uses standard browsers. As tourists ums, fine arts, restaurants, and
city maps in combination with are physically working the many other attractions, as they
GPS to show the actual position streets of Salzburg’s Altstadt emerge on their mobile devices.
of the tourist and the surround-
ing attractions.
CONTACT INFORMATION:
145
Medium sized Enterprises) in the ple smart phones, pocket PCs, information and services will be
tourism and travel industry are and PDA’s make it almost unaf- offered to tourists during their
facing serious challenges from fordable for service SMEs to suc- stay and tour guides at the des-
large international companies. cessfully compete in the market. tination will be supported effi-
There is a substantial mobile ciently in their daily work while
marketplace for leisure services The Aladdin destination manage- using the mobile application of
at tourist destinations, but very ment system provides incoming the Aladdin system.
CONTACT INFORMATION:
Frank Schröder
Aladdin Project Management
Berliner Strasse
25763067 Offenbach
Germany
Phone: +49 69 800 710 0
aladdin@isogmbh.de
www.aladdin-project.org
mwatch.qxd 14/10/08 11:15 Página 147
147
CONTACT INFORMATION:
The Mobile Readiness Index (MRI) and the many revealed a winning mode for innovation and assur-
mobile applications depicted in the mWatch 2006 ance of early success in the market place.
provide ample evidence of a major shift in the cur-
rent development of new mobile ICT-applications: What’s the lesson for policy-makers? Politicians
More and more, users are in the driver’s seat in the should be aware that the influence of users at all
journey to a more inventive ‘information society’. In stages of the innovation process has increased. They
today’s Europe, user-driven innovation seems to be need to understand that the tools for design of ICT
the ‘name of the game’ also for ICT. applications have become interactive and much
more open for the involvement of non-specialists.
Not long ago, the situation was different. For sever- Moreover, the typical environments for innovation,
al decades, the typical innovation process underpin- based on ICT (even within large companies), have
ning the European ‘knowledge-driven economy’ and become more accessible and sensitive to user-pro-
150 ‘information society’ was to push new technology ducer interaction. And, generally, companies have
applications into the market. The major innovations, been forced to be more responsive to demands
mWatch Europe 2006
based on ICT, were invented by companies, then among various user groups, especially to user
tested, adjusted and launched on the market, while groups that could signal early market demands.
trying to convince the user to buy and to adapt to
the dominant designs. Users involved in participatory design could be of
many kinds. The mWatch has indicated that users
Now, as time to market is faster and product cycles could be communities of professionals, leading-edge
shorter, the design and development processes companies, tourists and business visitors, students
behind new ICT-applications must adapt to the at universities, organisations of elderly citizens, etc.
user’s needs from the very beginning of the innova- As long as user communities are able to indicate
tion process. As technology applications have their needs and to advance interactively their
become cheaper and more user-centric, companies demands during a design process, they will consti-
ask users to become co-designers even at early tute a rich resource-base for the professional
stages of invention and prototyping. designers and product developers.
changed from being primarily supply-side oriented Living Lab contains a set of instruments to sustain
to become more demand-led. In short, policies must effective interactions between the producers and
become more sophisticated and certainly more sen- users of ICT for truly inventive uses and for sens-
sitive to the new and more interactive arenas of ing new products and processes. Professional users
innovation in the cities and regions and across the as well as amateurs may play significant roles in
European continent. identifying new needs and in shaping new designs
and applications.
For example, medical doctors, nurses and patients
are formulating new demands for advanced services A Living Lab in the European information-based
based on new ICT. Rescue workers are actively society is much more than a straightforward test-
involved in the development of ICT-based logistical bed for producers and users of, for example, new
services, which change their work organisation and mobile solutions. There could be a specialized test-
advance the level of speed. Students, teachers and bed within the Living Lab. But there will only be a 151
other educators have become co-designers of new Living Lab if it allows easy access for users to
new work environments within a business To effectively engage users in participatory design
firm, an institution, a network of profession- and development, a Living Lab should operate as a
als, etc. Often called a Collaborative Working demand-driven greenhouse for invention and sus-
Environment, this generation of Living Labs tain creative competencies across the Living Lab
engages user groups to co-develop new mobile users and other stakeholders as well as among other
solutions. Using collaborative working tools in Living Labs. If well managed, a Living Lab will con-
an ICT context, the Second Generation Living stantly help shorten the time from idea to mar-
Lab could become a genuinely interactive ketable product.
working environment open to experiments with
new mobile solutions. To remain successful, a Third Generation Living Lab
organisation must be well managed. The local Living
• The Third Generation Living Lab: In its latest Lab organisation should include a commitment by a
version, a Living Lab has evolved in a city stakeholder group, relate actively to selected user
area that operates as a full-scale urban labo- groups, and be led by an effective management
ratory and proving ground for prototyping team. As an organisation dedicated to innovation
and testing new technology applications in and ‘intelligent learning’, a Living Lab could operate
real time. Such a Living Lab helps generate relatively autonomously by becoming a self-funding
152 and foster innovation processes that go centre (such as a foundation, company, consortium,
beyond what could be achieved by a single etc.).
mWatch Europe 2006
“i2010” stands for a grouping of proactive policies to The Living Labs network also reveals the impact of
harness the potential of the digital economy to deliv- skilled place management. A crucial policy recom-
er growth, jobs and modern, on-line public services. mendation is therefore to support local and regional
“i2010” also provides tools for good governance. As initiatives and to stimulate place leaders to take
such, it has been called by the European measures for developing and supporting more Living
Commission a “key component of the EU’s renewed Labs.
Lisbon strategy for growth and jobs”.
Glossary
3G – Third Generation mobile phone technology LSDE -Local Search and Discovery Engine
standard M2M - Machine-to-Machine
Bluetooth – industrial specification for wireless MMS - Multimedia Messaging Service
personal area networks (PAN) MP3 – MPEG-1 Audio Layer 3
CDMA – Code Division Multiple Access NFC - Near Field Communication Technology
DAB - Digital Audio Broadcasting OBU - On Board Units
DMB - Digital Multimedia Broadcasting PCMCIA – A PC card that is the form factor of a
DRM -Digital Radio Mondiale peripheral interface designed for laptop computers
DSRC - Dedicated Short Range Communications PDA – Personal Digital Assistants
EDGE - Enhanced Data Rates for GSM Evolution. PNA - Personal Navigation Assistant
FireWire – A personal computer and digital PND - Portable Navigation Device
155
audio/digital video serial bus interface standard RFID – Radio Frequency Identification
Interlace-Invent
Interlace-Invent is a research-based consultancy is the founder and coordinator of the Living Labs
firm based in Copenhagen and operating from five Europe network.
European countries. The company specialises in
the development and management of globally-
competitive innovation environments, including Interlace-Invent supports clients in 14 countries
Living Labs, Biomedical Hubs and Third Generation around the world. Clients include global metropolis-
Science Parks. es like Shanghai, European Hubs like Stockholm,
Barcelona and London, as well as small communities
Inter-disciplinary research forms the core intellec- like Västervik. Innovative companies draw on the
tual source on which expertise and solutions are unique expertise in cross-sectoral innovation, such
built, including structured relationships via the as Hewlett-Packard, SAP, Microsoft, SonyEricsson
Hubs&Regions network involving partnerships with and EUROLAND. Furthermore, Interlace-Invent has
35 scientific and research units in Europe, Africa, supported universities such as ESADE, ScanBalt 157
Asia and the US. Furthermore Interlace-Invent Campus and the Copenhagen Business School on
To:
From:
Name
Address
Country
Mobile phone
You can of course also send your proposal directly by e-mail to
mSolutions@livinglabs-europe.com e-mail
159