From Start to FinishEverybody’s talking, everywhere, all the time

The Evolution of Mobile Communications from a Technology and Marketing Perspective

Dave Neale

VP Enhanced Services

Telus

Technology Adoption Curve

Adoption of New Technology Products - Canada

0%

5%

10%

15%

20%

25%

30%

Power Technologists Trend Catchers Pragmatic EnthusiastsSimplicity Seekers Reluctant Adopters Conservative Technophobes

Disintermediation30% of all adopters

Quest for TrustedIntermediates47% of all adopters

Deference to TrustedAuthorities23% of all adopters

Progress of Market Adoption

1st 2nd 3rd 4th 5th 6th

Source: Michael Adams, Environics Research

Orientation:

The

CH

ASM

Crossing the Chasm

• innovators 2.25% • early adopters 15%

• early majority 34% • late majority 34% • laggards 15%

Vehicular Telephony (MTS)

The Birth of Portable Phones

The “First Movers” Advantage

Acc

ess

Tim

e M

anag

emen

t

Senior ExecutivesGovernment Officers

Sales ExecutivesHigh-Net Worth Individuals

S-Curve of Adoption

1985 1989 1991 1995 1996 2004 2007 ?

First Handheld PhoneMotorola DynaTac series 1973 - 1989

S-Curve of Adoption

1985 1989

First “Flip” PhoneMotorola MicroTac series 1989

First Miniature Digital PhoneMotorola MicroTac series 1995

S-Curve of Adoption

1985 1989 1991 1995 1996 2004 2007 ?

S-Curve of Adoption

1985 1989 1991 1995

S-Curve of Adoption

1985 1989 1991 1995 1985 1989 1991 1995 1996

S-Curve of Adoption

1985 1989 1991 1995 1996 2004 2007 ?

S-Curve of Adoption

1985 1989 1991 1995 1996 2004 2007 ?

Inside the Tornado

Swing Voting (and Churn…)

18%

22%

48%

12%

Easily Motivated Motivated for a Good Reason

Hard to Motivate Unmotivated

Late-stage Market Diversification

• Wireless Data• Niche Market Development• Mobile Virtual Network Operators• Multipurpose Devices

Luxury Phones

Smallest Phone?

Smartphones

Wireless Devices for the Future?

Questions?Questions?