SECOND WAVE :
CONTEXT RICH, CONTEXTUALISATION INTEGRATION TO SERVICE OFFERINGS.

This second wave of investment will drive more sophistication in services provided by carriers to the merchant and business communities. Using intelligent engines to build user profiles based on spending habits, usage, and loyalties will drive targeted service offerings to end consumers. Service intelligence will drive the Java applications to change as the user usage and preferences change through a passage of time..

Here we will see morphing Java applications, where Java applications will function based on user preferences and usage profiles.
A simple example is a movie preview using video streaming technologies running on a midlet. The user views the movie preview and decides whether he is interested in the movie. If he responds immediately, the Java midlet transforms into a promotion coupon and captures the interest of the user. The midlet can spawn off a booking system for the user to book tickets for the movie and with the promotion coupon the user can redeem against movie premiums of early bird specials.

After a passage of time, the movie’s early promotion has ended, the Java midlet now transforms into a discount coupon for the show and if activated, a restricted booking application can be offered to the user. The user now can select to purchase tickets for the movie in showtimes with low booking.

Given that the user continues to use this application over time and many movies later, a dynamic user profile can be generated as the application has been collecting usage information of the user.

For example, the user can be profiled as a keen sci-fi buff, he always buys the first shows of sci-fi movies, he also has an interest in comedies, but will only purchase discounted tickets-he is a valued customer in this category. Also, the user is more likely to respond to movie promotions after work from 7pm onwards and tends to book at a cinema near his work.

Here, the Java Midlet spawns off a loyalty card in which the user is offered that if he continues to watch movies at the cinema near his work, he will be given a free ticket after 10 bookings. Subsequently, if the user has reached a level of loyalty to the cinema, his loyalty will be changed to a rewards card in which his bookings will be given preference, seating arrangement captured and movie preview invites sent to him.

From the example, it is easy to extrapolate the business opportunities via carriers offering these as service offerings for commercial and government services integration leading to new business. It extends the way businesses get in touch with you.