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2013 Mobile Asia Expo

Event Report

GSMA Mobile Asia Expo 2013 Event Report

2 Proprietary and Confidential. Do not distribute without prior written consent

21 August 2013

Dear Colleague,

I am pleased to invite you to review the results of the 2013 GSMA Mobile Asia Expo.

Mobile Asia Expo was the GSMA’s largest and most successful event in Asia yet, connecting

attendees and companies with the Future of Mobile and underscoring the importance of the region

in the global mobile industry. More than 20,000 attendees, a 35 per cent increase from 2012,

enjoyed the various elements of the Expo including the exhibition, thought-provoking conference,

and developer conferences and forums. The three-day event attracted executives from the

industry’s largest and most influential mobile operators, software companies, device makers,

equipment providers and Internet companies, as well as government delegations, and consumer

attendees.

During Mobile Asia Expo Conference, leaders from China Mobile, China Telecom, China Unicom,

Huawei, KT, NTT DoCoMo, SK Telecom, Smart, Telstra and Ubuntu, among others, gathered to

discuss future developments in the mobile ecosystem and demonstrate plans to progress the

industry throughout Asia and beyond.

Mobile Asia Expo also provided new opportunities for attendees and exhibitors to meet, network

and do business in the expanded exhibition. Attendees had the opportunity to view more than 200

Exhibition stands, demonstrating the latest offerings in mobile and broader consumer areas creating

a vibrant atmosphere during the 3 days of the Exhibition. In addition, this year’s exhibition included

the popular and exciting attractions in the GSMA Connected City, the NFC Experience as well as

exciting grass-roots presentations in the Innovation Lab. Highlights of the event can be seen here.

We are proud of the results we have accomplished with our sponsors, partners, exhibitors and

GSMA members – all of whom have helped make the GSMA Mobile Asia Expo a success.

Thank you for your participation. We look forward to working with you in 2014 to continue the

growth and success of Mobile Asia Expo.

Warm regards,

John Hoffman

CEO, GSMA Limited

http://www.mobileworldlive.com/latest-stories/mobile-asia-expo-2013



Headline Statistics

20,645 Total Attendees representing over 8,000 companies

2,760 Total Conference Attendees

45% of Conference Attendees from Mobile Operators

88 Speakers

630 Media/Press Attendees

Attendees visited from 104 countries/regions

Anne Bouverot, Director General, GSMA

presents her vision of the future of mobile

Keynote Speakers

Connecting the Future Franco Bernabè, Chairman, GSMA, Chairman and CEO, Telecom Italia Group Suk-Chae Lee, CEO, KT Corporation David Thodey, CEO, Telstra Xi Guohua , Chairman, China Mobile Anne Bouverot , Director General & Member of the Board, GSMA

Mobile Broadband – Bridging the Generation Gap Jon Fredrik Baksaas, President and CEO, Telenor Selina Lo, President & CEO, Ruckus Wireless Alexander Rusli, CEO, Indosat Houlin Zhao, Deputy Secretary General, ITU Jianzhou Wang, Senior Advisor, GSMA

Analysing Big Data Mark Shuttleworth, Founder, Ubuntu Jinwoo So, President and CEO, SK Planet Monte Hong, MD, Communications Industry and Lead, APAC Communications Industry, Accenture

MWL Keynote: Unleashing the Power of LTE Alex Jinsung Choi, EVP and Head of ICT R&D Division, SK Telecom Sanqi Li, CTO, Carrier Networks, Huawei Rajeev Singh-Molares, President, Asia-Pacific, Alcatel-Lucent Justin Springham, GSMA, Managing Editor, Mobile World Live

Categories 2013 2012

Total Attendees 20,645 15,568

Conference Attendees 2,760 1,833

Conference Attendee C-Level (%) - VP/Board/Director Level

58% 60%

Total Countries/Regions Represented

104 82



Attendee Demographics

The tables below provide breakdown of the Mobile Asia Expo attendees and Conference Attendees by region, job function, and sector of activity. All statistics are net staff and contractors. All Attendees

Geography

The 2013 Mobile Asia Expo reached attendees originating from 104 countries/regions, an increase of 22 over 2013. The event had a large turnout from China as well as significant reach throughout Asia. Attendees from outside of China represented over 1,500 companies, showing the worldwide interest in the event.

All Attendees by Region

Region Percent of Attendees

Africa 1%

Americas 2%

Asia-Pacific 94%

Europe 2%

Middle East 1%

Total 100%



Attendees from the entire region attended thought-provoking sessions featuring Senior Leaders from

across the mobile ecosystem.

Top 10 Countries/Regions (All Attendees)

Country/Region 2013

PEOPLE’S REPUBLIC OF CHINA 87%

SOUTH KOREA 2%

UNITED STATES 1%

JAPAN 1%

HONG KONG 1%

SINGAPORE 1%

TAIWAN 1%

UNITED KINGDOM 1%

THAILAND 1%

INDIA 0.5%

Total Top 10 96.5%

Other Countries 3.5%



Conference Attendees

An exciting lineup of speakers from mobile operators, consumer brands, investors, and industries touched by the mobile market presented at nearly 20 conference sessions at Mobile Asia Expo. Conference sessions focused on current industry topics such as connected living, devices, mobile social media, mobile wallets, Near Field Communications (NFC), and LTE, among others. This year we were pleased to include the GTI Asia Conference (http://www.mobileasiaexpo.com/gti/) as part of our Mobile Asia Expo Conference programme. This event was focused on promoting the convergence of LTE TDD and FDD and accelerating TD-LTE deployment in global markets, especially the Asia-Pacific region

Geography The 2013 Mobile Asia Expo reached Conference Attendees originating from 63 countries, 13 more than were represented in 2012. The event continues to be driven by attendees from Asia-Pacific, with 86% of Conference Attendees, however the Conference did produce a diverse set of attendees from throughout the Asia region and beyond.

All Conference Attendees by Region

Region 2013

Africa 1%

Americas 4%

Asia-Pacific 86%

Europe 7%

Middle East 1%

Total 100%

Industry leaders discuss the future of Mobile Broadband

http://www.mobileasiaexpo.com/gti/

Top 10 Countries/Regions (Conference Attendees)

Country/Region 2013

PEOPLE’S REPUBLIC OF CHINA 66%

UNITED STATES 4%

SOUTH KOREA 3%

HONG KONG 3%

JAPAN 3%

SINGAPORE 2%

UNITED KINGDOM 2%

TAIWAN 2%

THAILAND 2%

INDIA 1%

Total Top 10 88%

Other Countries 12%



Job Function Mobile Asia Expo reached the highest levels of executives from throughout the mobile ecosystem to learn and network throughout the two-day conference

Job Function Conference

Attendees

C-Level/Owner 21%

Vice President 13%

Director 24%

Sub-Total C-

Level/VP/Director 58%

Manager 29%

Specialist 5%

Other 9%

Sub-Total Non C-

Level / VP / Director

42%

Total 100%

Company’s Activity

45% of Conference Attendees work for a Mobile Network Operator, with over 150 worldwide operators represented from 52 countries, an increase of nearly 100 from 2012. In addition there was diverse representation from industries throughout the mobile community. Other key industries represented include Device Manufacturers, IT/Hardware Manufacturers, Governments and Regulators, Finance and Banking and Advertising and Marketing.



Global Support from Mobile Network Operators Mobile Asia Expo garnered support from global Mobile Network operators interested in furthering their understanding of the Asian ecosystem and networking with the variety of attendees and exhibitors at the event. The large number of Operators represented nearly every geographic region of the world, highlighting the importance of the Asian market in the global mobile ecosystem. This support from MNOs provides Mobile Asia Expo with a truly unique platform to bring the world’s largest operators together with the leading mobile companies in the Asia-Pacific region. A sample of Operators attending includes:



Exhibition Attendees

Mobile Asia Expo continued its success in providing an event that was able to address the requirements of both business-to-business (B2B) and consumer attendees. Over 40% of MAE attendees had solely consumer interest in the event, with another 27% having both business and consumer interest in the event. In total almost 70% of attendees expressed an interest in consumer activities.



Job Function Mobile Asia Expo succeeded in reaching critical middle management attendees in the exhibition who serve as key consumer targets for our exhibitors.

Job Function All Attendees

C-Level/Owner 13%

Vice President 5%

Director 17%

Sub-Total C-

Level/VP/Director 35%

Manager 40%

Specialist 10%

Other 15%

Sub-Total Non C-Level

/ VP / Director 85%

Total 100%



More than three quarters (78%) of all Mobile Asia Expo attendees found consumer-related exhibits and forums to be of great importance. This importance is even more pronounced among those attending as a B2B attendee over those attending as a consumer or mixed-interest attendee.

Age The Expo was visited by a wide variety of attendees, with the average age of attendees at 33, and

over 84% of attendees in the critical 25-24 or 35-44 age range.



Exhibition Highlights

Exhibitors at Mobile Asia Expo represented a diverse group of companies from around the world. These companies attracted visitors eager to see the latest in mobile developments as well as more consumer-focused products. Top companies, showcasing a variety of mobile technology, included Amazon, AT&T, Alcatel-Lucent, China Mobile, China Telecom, China Unicom, Cisco, Coca-Cola, Facebook, Ford Motor Company, Huawei, IBM, KT Corp., Lenovo, Mozilla, NEC, NTT DoCoMo, Samsung, Sharp, SK Telecom, Sony, Toshiba, Visa, ZTE and more. Other key exhibition highlights included VIP tours and the Mobile Gaming Zone, highlighting the hottest mobile games and discoveries. See the full list of exhibitors here. The GSMA Connected City was arguably the busiest place on the expo floor, where attendees were treated to a city of the future, full of connected technology from China Mobile, Cisco, Ford Motor Company, Huawei, KT Corp., and SAP. Highlights include:

Augmented Reality Dancing with K-Pop Stars

BikeSafe demo from KT, featuring the world’s first GPS tracking device for motorcycles

The Connected Ambulance by Cisco

Cars with connected technology from Ford The possibilities of NFC were also on display at several points throughout the Connected City, showing how this SIM-based technology can easily facilitate purchases at vending machines, grocery stores, public transportation areas and more.

Exhibitors in the Connected City showed real-world examples of mobile and connected devices

coming together

http://www.mobileasiaexpo.com/2013-exhibitors/



GSMA Featured Programmes

Given the size and scope of the mobile industry, Mobile Asia Expo 2013 offered several programmes focusing on key industry initiatives or interests.

App Planet

As part of our App Planet programme focused on the mobile app developer community, attendees had the opportunity to attend App Developer Conferences (ADCs) by Acision, China Mobile and OneAPI.

Public Policy Forum

Our second annual Public Policy Forum brought together representatives of government ministries

and regulatory bodies, as well as industry experts from around the Asia-Pacific region, to gain

insights and share perspectives on the deployment and adoption of mobile broadband. The Forum

brought together attendees from Afghanistan, Bangladesh, China, India, Indonesia, Iran, Malaysia,

Nepal, Taiwan, Thailand as well as a variety of International Organisations including Asia-Pacific

Telecommunity (APT), International Telecommunication Union (ITU), Pacific Islands

Telecommunications Association (PITA), UNICEF and World Bank Group. Several sessions on digital

spectrum were also offered to attendees.

The Connected Living Asia Summit

A new addition to Mobile Asia Expo was The Connected Living Asia Summit which provided a summary of the latest developments in the M2M and Connected Experiences market, and insight into the future development of the market, with a particular focus on the Asian region. This broad industry approach was complemented by in-depth sessions on key markets including mAutomotive, mEducation, mHealth and Smart Cities.

The NFC Experience

For the first time, Mobile Asia Expo 2013 offered a truly interactive experience for attendees to participate in an environment where information and transactions are exchanged through mobile using near field communication (NFC) technology. MAE attendees with NFC-enabled handsets were able to take advantage of NFC technology at locations throughout the exhibition, Kerry Centre and nearby Kerry Parkside Shopping Centre. Attendees could download information and maps, try NFC vending machines, interact with smart posters and join in an NFC treasure hunt throughout the Expo, as well as purchase food and drink. Our Official NFC Experience Operator Partner China Mobile, partnered with Samsung and Huawei to provide handsets for selected attendees to allow them to enjoy the full NFC Experience. The handset came pre-loaded with a China Mobile wallet containing a Sandpay gift card and a Shanghai Pudong Development Bank gift card, which could be spent at MAE catering outlets, selected vending machines, and at payment terminals at the nearby Kerry Parkside Shopping Centre.



Press Highlights

Nearly 630 press and industry analysts attendees, a 140% increase from 2012

430+ individual news organisations from 13 countries/regions

Coverage in 5,868 articles and press release syndications o General MAE coverage: 3,777 o GSMA news and initiatives: 2,091

Press Attendance by Region

Country/Region Press Attendees Percent

PEOPLE’S REPUBLIC OF CHINA 549 85%

SOUTH KOREA 19 3%

HONG KONG 18 3%

TAIWAN 17 3%

THAILAND 12 2%

MALAYSIA 6 1%

SINGAPORE 6 1%

OTHERS 16 2%

Press from business, broadcast, technology, lifestyle and vertical sector outlets attended Mobile Asia Expo, along with industry analysts and online media and bloggers. Examples of media and analyst organisations represented at Mobile Asia Expo include Bloomberg, Canalys, Car and Driver, CCTV, China Business Network, China Daily, CNET, Dow Jones, Elle, Engadget, Gartner, GQ, IDC, Infonetics, Light Reading, Men’s Health, Motor Trend, Netease, Nikkei Business Publications, PC Magazine, Shanghai Media Group, Sina, Sohu, South China Morning Post, Strategy Analytics, Stuff, TelecomAsia, TV Tokyo and the Wall Street Journal, among others.



These highlights consist of special columns on the GSMA and Mobile Asia Expo developed by key

international and local media.

6



These highlights consist of broadcast media reports.



Sponsors and Partners

We would like to thank our Sponsors and Partners for their support.

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