mwc-day 1.pdf

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DAILY IN THIS ISSUE OFFICIAL NEWSPAPER OF MOBILE WORLD CONGRESS 2012 DAY ONE • MONDAY 27TH FEBRUARY By Steve Costello H TC announced its One smartphone portfolio last night, refreshing its premium line with a trio of Android 4.0 (Ice Cream Sandwich) powered devices. The smartphone vendor is looking to regain some momentum after a tough fourth quarter, as its current handset portfolio shows signs of age. Cont. on P6 f HTC looks to regain momentum with Android trio By Steve Costello T elefónica Digital and Mozilla will today announce an “ambitious strategy” to create a new platform for HTML5- based devices, with the intention of positioning HTML5 as “the next major ecosystem for smartphones” and enabling the delivery of smartphone-features to devices at low price points. Tagged Open Web Devices (OWD), the intention is to create a phone architecture that relies entirely on web technology, with all of the device capabilities including calling, messaging, browsing and games developed using HTML5 and executed via the Firefox web browser. The partners are also planning to evolve the HTML5 standard to add new interfaces which will enable them to access the full range of device features, with the intention of standardising this through W3C. Carlos Domingo, director of product development & innovation at Telefónica Digital, told Mobile World Daily that, while it has talked to other operators about the effort, and it has been “well received,” the intention to date has been driving the platform forward to a more advanced stage. “We didn’t want to move with an operator consortium as a starting point, because the whole point of how we have managed to do this really powerfully in such a short time is by being implementation- driven,” he said. It was reported last week that Deutsche Telekom is working with Mozilla on the related Boot to Gecko project, with an announcement likely this week. A prototype device using technology from Mozilla, Telefónica and third partner Qualcomm is set to be demonstrated today. While price points have not been disclosed, Domingo said that “it’s way cheaper than what is out there – but the performance is really good.” By reducing the costs associated with the device, it will be possible to target the mass- market feature phone segment, which is currently underserved by smartphone platforms. While it is early days for the platform in terms of commercial launches, Domingo said that “we are hoping to have something in 2012.” Telefónica’s research and development team started work on an OWD concept at the start of 2011, developing a prototype for negotiations with potential partners. When Mozilla announced its Boot to Gecko project to create an open web platform based on its Firefox browser, the companies embarked on a collaboration that led to today’s announcement. Telefónica and Mozilla unveil device platform alliance FEATURE INTERVIEW – GSMA DIRECTOR GENERAL MOBILE WORLD DAILY EXPLORES ANNE BOUVEROT’S VISION FOR THE ASSOCIATION, REVEALING ITS MAJOR AREAS OF FOCUS TODAY AS WELL AS HER PLANS FOR HOW THE GSMA WILL EVOLVE PAGE 30 ANALYSIS: CHINA CHINA APPROACHES 1 BILLION MOBILE CONNECTIONS AS 3G SERVICES GAIN TRACTION PAGE 49 ANALYSIS: AFRICA RADICAL NEW PRICING STRATEGIES REQUIRED TO SUPPORT FUTURE MOBILE GROWTH IN AFRICA PAGE 51 BROUGHT TO YOU BY: Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 1 Learn More: Visit us at Hall 8, Stand A111 BUILT FOR THE HUMAN NETWORK By Matt Ablott T he GSMA this morning made several announcements around Rich Communication Services (RCS) – including the creation of a consumer-facing brand, joyn. The industry body said the new brand would be used by operators to give a global ‘face’ to RCS services. “joyn will act as a mark of assurance to customers that they will have simple and direct access to enriched voice and messaging services wherever they are and whatever network they are using,” said the GSMA’s director general Anne Bouverot. Rich Communications is a major play by the operator community to compete more effectively with the over-the-top players. It enables services such as enhanced messaging and voice, video calling and content sharing directly from the phone’s contact book, regardless of the network or device used. The Spanish arms of Orange, Telefónica and Vodafone have started rolling out RCS and are due to launch services this summer – and the GSMA said today that operators in France, Germany, Italy and South Korea have also committed to commercial launches in 2012. As well as support from most of the world’s major operators, the initiative is also supported by a range of device and equipment vendors, including HTC, Huawei, LG, Nokia, RIM, Samsung, Sony and ZTE. The latest RCS specs – version 5.0 – were also announced, providing support for “both existing and all-IP LTE networks” in areas such as IP-based voice and video calling, geo-location services and cloud storage. “These services will be delivered to consumers in a seamless way and with the level of innovation, quality of service and attention to privacy that they have come to expect from their mobile operator,” added Bouverot. Downloadable joyn apps for Android 2.3 devices will be available as part of live trials for visitors to Congress this week. The apps are available for Vodafone Spain customers via the operator’s Android store. RCS launches to consumers as ‘joyn’

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Page 1: MWC-Day 1.pdf

DAILY

IN THIS ISSUE

OFFICIAL NEWSPAPER OF MOBILE WORLD CONGRESS 2012

DAY ONE • MONDAY 27TH FEBRUARY

By Steve Costello

HTC announced its Onesmartphone portfoliolast night, refreshing its

premium line with a trio ofAndroid 4.0 (Ice CreamSandwich) powered devices.The smartphone vendor is

looking to regain somemomentum after a tough fourthquarter, as its current handsetportfolio shows signs of age.Cont. on P6 f

HTC looks toregain momentumwith Android trio

By Steve Costello

Telefónica Digital and Mozillawill today announce an“ambitious strategy” to

create a new platform for HTML5-based devices, with the intention ofpositioning HTML5 as “the nextmajor ecosystem for smartphones”and enabling the delivery ofsmartphone-features to devices atlow price points.

Tagged Open Web Devices(OWD), the intention is to create aphone architecture that relies entirelyon web technology, with all of thedevice capabilities including calling,messaging, browsing and gamesdeveloped using HTML5 andexecuted via the Firefox web browser.The partners are also planning to

evolve the HTML5 standard to addnew interfaces which will enablethem to access the full range ofdevice features, with the intentionof standardising this through W3C.Carlos Domingo, director of

product development & innovation atTelefónica Digital, told Mobile WorldDaily that, while it has talked to otheroperators about the effort, and it hasbeen “well received,” the intention todate has been driving the platform

forward to a more advanced stage.“We didn’t want to move with an

operator consortium as a startingpoint, because the whole point ofhow we have managed to do thisreally powerfully in such a shorttime is by being implementation-driven,” he said.It was reported last week that

Deutsche Telekom is working withMozilla on the related Boot toGecko project, with anannouncement likely this week. A prototype device using

technology from Mozilla, Telefónicaand third partner Qualcomm is set tobe demonstrated today. While pricepoints have not been disclosed,Domingo said that “it’s way cheaperthan what is out there – but theperformance is really good.”

By reducing the costsassociated with the device, it willbe possible to target the mass-market feature phone segment,which is currently underserved bysmartphone platforms.While it is early days for the

platform in terms of commerciallaunches, Domingo said that “we arehoping to have something in 2012.”Telefónica’s research and

development team started work onan OWD concept at the start of2011, developing a prototype fornegotiations with potential partners.When Mozilla announced its

Boot to Gecko project to create anopen web platform based on itsFirefox browser, the companiesembarked on a collaboration thatled to today’s announcement.

Telefónica and Mozilla unveil deviceplatform alliance

FEATURE INTERVIEW – GSMA DIRECTOR GENERALMOBILE WORLD DAILY EXPLORES ANNE BOUVEROT’S VISION FORTHE ASSOCIATION, REVEALING ITS MAJOR AREAS OF FOCUS TODAYAS WELL AS HER PLANS FOR HOW THE GSMA WILL EVOLVE PAGE 30

ANALYSIS: CHINACHINA APPROACHES 1 BILLION MOBILE CONNECTIONS AS 3GSERVICES GAIN TRACTION PAGE 49

ANALYSIS: AFRICARADICAL NEW PRICING STRATEGIES REQUIRED TO SUPPORTFUTURE MOBILE GROWTH IN AFRICA PAGE 51

BROUGHT TO YOU BY:

Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 1

Learn More:Visit us at Hall 8, Stand A111

BUILT FOR THE HUMAN NETWORK

By Matt Ablott

The GSMA this morning madeseveral announcementsaround Rich Communication

Services (RCS) – including thecreation of a consumer-facingbrand, joyn. The industry body said the new

brand would be used by operatorsto give a global ‘face’ to RCSservices. “joyn will act as a mark ofassurance to customers that theywill have simple and direct accessto enriched voice and messagingservices wherever they are andwhatever network they are using,”said the GSMA’s director generalAnne Bouverot. Rich Communications is a major

play by the operator community tocompete more effectively with the

over-the-top players. It enablesservices such as enhancedmessaging and voice, video callingand content sharing directly fromthe phone’s contact book, regardlessof the network or device used. The Spanish arms of Orange,

Telefónica and Vodafone havestarted rolling out RCS and are dueto launch services this summer –and the GSMA said today thatoperators in France, Germany, Italyand South Korea have alsocommitted to commercial launchesin 2012. As well as support frommost of the world’s majoroperators, the initiative is alsosupported by a range of device andequipment vendors, including HTC,Huawei, LG, Nokia, RIM, Samsung,Sony and ZTE. The latest RCS specs – version 5.0 –

were also announced, providing supportfor “both existing and all-IP LTEnetworks” in areas such as IP-basedvoice and video calling, geo-locationservices and cloud storage. “These services will be delivered

to consumers in a seamless wayand with the level of innovation,quality of service and attention toprivacy that they have come toexpect from their mobile operator,”added Bouverot. Downloadable joyn apps for

Android 2.3 devices will beavailable as part of live trials forvisitors to Congress this week. Theapps are available for VodafoneSpain customers via the operator’sAndroid store.

RCS launches toconsumers as ‘joyn’

MWC12 Daily DAY1_DAY1 26/02/2012 19:28 Page 1

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Pg1 Mundocom UK 2 11:12

MWC12 Daily DAY1_DAY1 23/02/2012 14:13 Page 2

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Pg1 Mundocom UK 2

With Travel & Surf take all your friends on holiday!

Enjoy worry-free internet across Europe for the price of a café con leche.Remember to enable your smartphone and buy your Travel & Surf pass so you can share all your best holiday moments straightaway.Send e-mails. Connect with Facebook. Send photos.

Europe for the price of a café con leche.

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MWC12 Daily DAY1_DAY1 23/02/2012 14:13 Page 3

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NEWS

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 4

MANAGING EDITOR:Justin Springham

DEPUTY EDITOR:Matt Ablott

CONTENT EDITORS:Steve CostelloTim FergusonRichard Handford

REPORTERS:Ian ChanningAnne MorrisPaul RasmussenIan VolansKen Wieland

ALL ADVERTISING ENQUIRIES TO:[email protected]

PUBLISHER:Rick Costello

PRODUCTION MANAGER:Samantha Burke

ART DIRECTION & PRODUCTION: Russell Smith, IntuitiveDesign UK Ltd., 13 North St, Tolleshunt D’Arcy, Maldon, Essex CM9 8TF, UK, email: [email protected]

PRINTED BY:Servicios Gráficas Giesa, Barcelona

Whilst care has been taken to ensure that the data inthis publication is accurate, the publisher cannotaccept and hereby disclaims any liability to any partyto loss or damage caused by errors or omissionsresulting from negligence, accident or any othercause. All rights reserved. No part of this publicationmay be reproduced, stored in any retrieval system ortransmitted in any form electronic, mechanical,photocopying or otherwise without the priorpermission of the publisher.

A GSM Media PublicationAll content © GSM Media LLC 2007-2012. All rights reserved.

In an effort to minimise the environmental impact ofour events, the GSMA created the MWC GreenInitiatives programme to promote reduced materialusage and waste at Mobile World Congress. This item is printed on recycled paper.

Tweet@ShowDaily

By Tim Ferguson

Car maker Ford is to launch itsSYNC voice-activated in-carmobile connectivity system

in Europe with its new B-MAXsmall family car (pictured), unveiledexclusively at this week’s MobileWorld Congress.SYNC can connect to mobile

devices through Bluetooth, featuresan iPod and flash drive compatibleUSB connection and brings apotentially lifesaving feature inEmergency Assistance, the onlyfeature of its kind which is designedto respond to a crash by using thecustomer’s connected mobilephone to call the emergencyservices directly, in their locallanguage, with the location of thescene of the accident.“We are confident that solutions

enabling vehicles to be connectedto emergency call centres willcontribute to saving lives inEurope,” said European Emergency

Number Association executivedirector Gary Machado.“We think [the B-MAX] will be

among the most technologicallyadvanced small cars you can buy atany price,” said Ford of Europechairman and CEO Stephen Odell.SYNC is already available in the

US but the launch of the B-MAXmarks the first time the system hasbeen available in Europe. Unlikesome similar systems SYNC doesn’trequire a subscription orregistration.As the B-MAX will be one of the

more affordable cars in the Fordrange, the company hopes it willhelp achieve its target of 13 millioncustomers using the SYNCtechnology by 2015, with 3.5million in Europe. There are alreadyfour million cars fitted with thetechnology in the US.The B-MAX won’t make its debut

at a motoring event until theGeneva Motor Show in March andwill go on sale later this year.

By Matt Ablott

Sony took the wraps off twonew Android smartphones inBarcelona last night – the first

major devices from the vendor sinceit bought out Ericsson and took fullcontrol of the handset business.Now simply branded as ‘Sony,’ theXperia P, Xperia U and thepreviously-announced Xperia Sform part of the firm’s Xperia NXTseries geared towards “connectedentertainment experiences” –allowing content to be shared acrosssmartphones, tablets and TVs. Sony will be hoping the new

flagship line will help it regain somesmartphone momentum in the faceof strong competition from rivalAsian Android vendors, which hasseen Sony’s market share in declinein recent years. The two new devices both boast

a 1GHz dual-core processor and

will initially run Android 2.3(Gingerbread) with an upgrade toAndroid 4.0 (ICS) available nextquarter. The higher-spec Xperia Psports a 4-inch display, 8MPcamera, HDMI/DLNA connectivityand NFC. Both devices will launchglobally in Q2. Meanwhile, Sonysaid that Xperia S – described as the“ultimate HD smartphone” – is nowshipping to markets across theglobe with the first sales set to takeplace in Sony’s flagship Barcelonastore this week to coincide withCongress. All three devices offer access to

the Sony Entertainment Network,while films and music are availablefrom the Video Unlimited andMusic Unlimited stores,respectively.Sony completed its EUR1.05

billion purchase of Ericsson’s 50percent stake in their formerhandsets joint venture last week.

Ford B-MAX bringsmobile connectedcar tech to Europe

New look Sony unveilssmartphones

By Tim Ferguson

Nokia Siemens Networks(NSN) CEO Rajeev Suri(pictured) outlined his plans

for the infrastructure vendor tobecome the industry’s specialist inmobile broadband.Speaking on the eve of Mobile

World Congress, Suri said thecompany is quickly changing itsapproach to bring together theresources, expertise and investmentneeded to lead customers into “thegigabyte revolution.”Suri said the pace of change in the

mobile industry will accelerate as itmoves from ubiquitous mobilebroadband to a new economic model

encompassing NFC, mass gaming,mobile money and location servicesover the next five years. He predictedthe “era of sensors” would followwith the rise of artificial intelligence,M2M and intelligent applications.“These society-defining trends are

fuelling the gigabyte revolution thatwe believe will take us to onegigabyte per user per day by 2020,downloaded at speeds more than ten

times those we have now,” he said.Suri added that operators need to

balance their continued networkinvestment with the need to remainefficient – which has impactedinfrastructure companies like NSN.“These dramatic changes, and thenew economic reality demand fastand fundamental change for vendorslike NSN and we are transforming tomeet that challenge,” Suri said.

The company also announced ithad achieved a record 1.4Gb/s mobilesession using LTE-Advancedtechnology on 100MHz of aggregatedspectrum. The call included large file

transfers and HD video streaming. In November, NSN announced

plans to cut 17,000 jobs in a movethat Suri said was “to improve ourprofitability and cash generation.”

NSN aims to become“world’s mobilebroadband specialist”

MWC12 Daily DAY1_DAY1 26/02/2012 17:27 Page 4

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Redefining Mobile – A Deliberate PursuitInsights from the Wireless Frontier

The concept of “redefining” entails changing definitions and setting new expectations.As our industry matures there is a need to sharpen our offerings. This also meansbroadening our boundaries in the midst of a rapidly shifting environment. I believe the act of redefining our industry is a deliberate pursuit. I know this because I

have had the opportunity to see Brightstar transform from a local cell phone distributioncompany to the world's largest wireless distributor and a leader in global wireless servicesin our industry. This transformation can be attributed to the continuous “redefinition” of ourultimate goal: to stay ahead of industry trends and drive value to our customers despite theunpredictability and volatility of our industry. How have we been able to accomplish this?By fostering and applying four key principles we have discovered through our journey:

1.Exploring new territory – By that I mean moving outside the current boundaries ofwireless to include new, and perhaps unexplored concepts. Banking, commerce, andhealthcare are just a few of the latest industries merging with mobile. Together they arecreating the possibility of mobile x-rays, telemedicine for patients, the idea of a mobilewallet and much more that will present new markets and opportunities. For example,Juniper Research predicts the market for all types of mobile payments will reach $600billion by 2013. By broadening our vision and redrawing the “border lines” we are able toexplore these new possibilities and redefine the mobile industry landscape.

2.Sharing what we know – We know that the interconnectivity between players in theindustry is more complex than ever before. In order to stay one step ahead of industrytrends we must endeavor to form alliances and engage in knowledge sharing.Strategically positioned at the center of the wireless ecosystem, Brightstar has certainlybenefited from knowledge sharing with more than 12,000 retailers, 200 manufacturers,210 operators and 6,400 value-added resellers. These relationships allow us to betterunderstand each environment within the ecosystem and provide the seamless experienceour customers need and deserve.

3.Engaging local expertise – No matter how much or how widely knowledge is shared, wemust engage local expertise to effectively drive value across the industry. Wireless willalways mean something different to people in different parts of the world, andunderstanding these differences is vital to applying what we learn from each other. Whilewe bring some of the most advanced technology to the farthest corners of the globe, it islocal knowledge and expertise that makes it meaningful and effective there. To ensurewe are in touch with the unique challenges of each market and customer, Brightstar hasgrown its workforce to 3,400 employees operating in more than 50 countries andterritories. It’s the eyes and ears of these local experts that help our customers navigateindividual tax codes and regulatory issues, break through trade barriers, and reallyunderstand what drives success in each market.

4. Anticipating the effect – A significant part of our industry focuses on the introduction of newproducts and their capabilities. While this is always exciting, the true “redefining” of ourindustry takes place when we understand the relationship between cause and effect and howwe can respond strategically to our customer’s demands. When we identify the game-changingtrends, we look first within our team of experts for a solution. If we don’t own that expertise, wefind the right partner – through acquisition or strategic alliance – to deliver the best solution.Brightstar’s own evolution has come naturally from our ability to anticipate trends and createinnovative solutions that help our customers increase their performance and profitability.

The ability to redefine is integral to the success of any participant in the wireless industry. Today,manufacturers are required to adapt to a new consumer, providing services that were unheard ofseveral years ago. Retailers are discovering new complexities in mobile sales. Operators areexpanding and enhancing their networks for the next generation of 4G customers, whilegovernments and enterprises are seeking simplified solutions for their complex structures. As the industry continues to evolve, where does your company fit within the ever-changing

world of mobility and how is it adapting to provide solutions for new challenges whilemaintaining those already offered? Brightstar is taking a proactive role in the evolution of the industry and today’s redefinition of

mobile. We are leveraging our foundation as the world’s largest specialized wireless distributorto provide global intelligence and local expertise as markets develop and others emerge. We arehelping key participants overcome obstacles and seize opportunities as they change and develop.And we are evolving our own services portfolio to address the new and changing challenges ourcustomers are facing. Key players in the wireless industry are trusting Brightstar to guide themthrough their own evolution. We are exploring new territory, sharing our knowledge, engagingthe locals and anticipating the effect. Find out how at ww.brightstarcorp.com/redefine.

Each year at Mobile World Congress, we herald the arrival of trends thathold the promise of transformation. We champion change. We honormodernization. Indeed, this year’s MWC campaign is no different - we are“Redefining Mobile.”

Marcelo Claure, Chairman and Chief Executive Officer, Brightstar

ADVERTORIAL

Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 5

MWC12 Daily DAY1_DAY1 23/02/2012 14:13 Page 5

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NEWS

VoLTE testingdemoedIxia has introduced a newtest application to its IxLoadsolution to measure VoLTEvoice quality end-to-end,from the cell tower throughthe core network. Operatorscan easily compare andcontrast the voice quality ofthe over-the-top service tooperator-provided voiceservices. Special algorithmsenable operators tomeasure the mean opinionscore of voice quality beforegoing live. The newapplication also tests thefunctionality, scalability andresiliency of LTEinfrastructure componentsand new IMS networks thatsupport VoLTE-basedservices.

Data informationin real-timeCapgemini is partnering withMATRIXX Software to delivera solution that offersoperators instant visibility,intelligence, and control ofdata services across theirmobile networks. MATRIXXSoftware’s smart chargingtechnology provides a 50-to100-times efficiency gainenabling operators totransform raw usage datainto actionable informationin real-time. This increase inreal-time scalability enablesthe joint solution to processusage on a large scale basisacross all pre and postpaidretail consumers,enterprises, channels andecosystem partners anddrive more revenue from 3Gand LTE networkinvestments.

Breaking thespeed barrierBy implementing 2048Quadrature AmplitudeModulation (2048QAM) in itsmicrowave transmissionproduct family NEC claimsit will be able to deliver upto 40 per cent per-channelcapacity increase to itscustomers, relative to thesystems commonly inoperation today whichemploy up to 256QAM.NEC’s design also supportsa full sequence of AdaptiveModulation in all steps from2048QAM down to QPSK.This feature allows scalableaddition of capacity withoutcompromising the reachand availability oftransmission links deployedin the network.

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 6

NEWS IN BRIEF... YOUR TWEETS... r

And so it begins... My 15thconsecutive year at MobileWorld Congress #MWC12@ benwood

Excitement is in the air for#MWC12! @TruTower

Wow, heads up, the queues forcash and registration at theairport are massive. #mwc12@alexbowker

traffic congestion in Barcelonais nothing compared to thechallenges of mobile datatraffic congestion #MWC12@bob hitching�

The sun is shining, thecoffee is good & therestaurant service isindifferent. It can only be#MWC12! @TelcoGeek

Tweet@ShowDaily

By Ian Channing

Touted as the first live test ofthe world’s ‘smartest 4Gnetwork’, Telefónica’s new

LTE trial network covers the Firaand a five square kilometre area ofcentral Barcelona. The Spanish operator says this is

the first LTE deployment in the

2.6GHz band. The trial network wasbuilt by Alcatel-Lucent in their firstEuropean LTE win. The trial utilisesthe first LTE handsets made for the2.6GHz band: Samsung Galaxy S IIsmartphones and Galaxy 8.9 tablets. According to Telefónica, the most

outstanding feature of the networkis the increased capacity it offers,with each cell able to support 30

simultaneous users with averagespeeds of 30Mb/s. The networkclaims to offer a speed gain of up toten times that being delivered bythe 3G network with theoreticalpeak download speeds of 100Mb/sand upload speeds of 40-60Mb/s. Telefónica would not be drawn on

its future Spanish LTE plans butrumours have been rife for someweeks that the company intends to rollout a nationwide network. This wouldinvolve expenditure in excess ofUS$394 million to provide coveragefor 65 percent of the population.

Telefónica touts ‘LTEfirst’ in 2.6GHz band

By Steve Costello

Huawei yesterday unveiledits Ascend D seriessmartphones, its new

premium handset line designed tosecure it top spot in the speed race,as it set aggressive sales targets forthe 2012 calendar year.The company announced two

devices with quad-core processors,the Ascend D quad and D quad XL,which include 1.2GHz and 1.5GHzchips. They are powered by aHuawei-made application processor,which also includes advancedgraphics processing capabilities.

At the company’s launch event,Richard Yu, chairman of HuaweiDevice, said its quadcoresmartphones significantlyoutperformed a quadcore tabletthat is already available, which issignificant because it is powered bythe same Nvidia processor which isnow making its way into thesmartphone space.Yu revealed that the company is

looking to ship 60 millionsmartphones in 2012, up from 20million in 2011. Much of the volume(30 percent – 40 percent) will comefrom the Chinese market, wherecustomers are shifting to smartphonesfrom feature phones, aided byaggressive operator subsidies.The executive said that having

previously built its position withlow-cost devices, Huawei seestechnology leadership as importantfor the future. “We want the bestperformance in the industry,because our brand is not thatfamous,” he said.Yu said the company is already in

talks with tier-one operators about Dquad availability, and that pricing willbe “competitive” when compared tosimilar products from rivals. Globalavailability is scheduled in thesecond quarter of 2012.Yu closed the event by revealing

that Huawei is readying a tablet devicewith full HD resolution and quad-coreprocessor, which will be “not lowerthan the iPad 3.” This device will alsoinclude LTE connectivity.

Huawei stakesclaim onsmartphonespeed crown

By Matt Ablott

Mobile operator attitudestowards Wi-Fi have“changed completely” in

recent times, as they look to closelyintegrate the technology into theirnetworks to alleviate data congestion. That’s the opinion of Selina Lo

(pictured), CEO of California-basedWi-Fi vendor Ruckus Wireless, whoclaims that data offloading onto Wi-Fi is now being seen as a cheaper –and no less secure – alternative to

investing in new spectrum.“Operators have been historically

reluctant to adopt Wi-Fi because ofits inherent instability within theshared unlicensed spectrum,preferring to focus on their own,very expensive and exclusivelicensed spectrum,” Lo told MobileWorld Daily. “But current, and evenfuture, cellular macro architecturessimply don’t have the capacity tosupport [rising mobile data usage].”She added that operators now see

Wi-Fi as “a key component of anintegrated mobile data network,”combining smarter Wi-Fi, cellular andbackhaul technology into a single unit– managed by a new class of edgeplatform called small cell gateways.This allows operators to offer Wi-Fi asa standard radio access technologyinto their existing mobile networkswithout any changes to the core. Last year, Ruckus was the vendor

that helped Japanese operatorKDDI build what was described atthe time as “the world’s first and

largest ‘instant-on’ Wi-Fi accessand mobile data offload service.”Wi-Fi offloading strategies are set

to be a key theme at Congress thisyear. Last week, Ericssonstrengthened its standing in thespace by acquiring Canadian Wi-Fivendor BelAir Networks.

RuckusCEO:Operatorswarmingto Wi-Fi

j HTC – Cont. from P1Fabian Nappenbach, director of

Product Marketing, EMEA, for thecompany, told Mobile World Dailythat the One range is intended tobe “the one phone you need, but inthree different sizes.”The largest device is the One X,

which has a 4.7-inch screen, and ispowered by a 1.5GHz quad-coreNvidia processor. In the middle ofthe range is the One S, which has a4.3-inch screen and is powered by a1.2GHz dual-core processor.The smallest device is the One V,

which has a 3.7-inch screen, with a1GHz processor.Across the board, the devices

feature cameras with F2.0 aperture,which is larger than that used incompetitive devices. This enablesmore light to reach the sensor –speeding reaction times andimproving low-light performance. This is supplemented by an HTC-

developed imaging chip, whichenables the manipulation of imagesbefore they are saved to commonfile formats.The One X and One S both have

8MP cameras, while the One V hasa 5MP camera.The range also includes further

integration of technology fromHTC’s strategic partner Beats Audio.The One portfolio offers “Beats

Audio tuning throughout the device,”whether using the native music playeror a third-party app such as Spotify –“whenever it comes out of the audiojack, it will be Beats tuned, whetherthat’s for a Beats headset or otherheadsets as well,” Graham Wheeler,director of CommercialisationProduct Management for thecompany told Mobile World Daily.HTC trumpeted integration with

cloud content services, for examplewith Dropbox support integratedacross the device.The company has not confirmed

availability details as yet, but is lookingto a multi-territory rollout within 60days of Mobile World Congress.

MWC12 Daily DAY1_DAY1 26/02/2012 19:15 Page 6

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NEWS

Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 7

By Ken Wieland

Orange, owned by FranceTelecom, will launch anIntel-powered smartphone

in France and the UK this summer.The device, says Orange, will be thefirst smartphone in Europe to usethe Intel Atom Z2460 chipset. Co-branded Orange and Intel Inside,the smartphone goes under thecodename of ‘Orange Santa Clara’until the commercial name isrevealed at time of launch. TheODM (original device manufacturer)is Gigabyte, a Taiwanese company. “We have worked for 18 months

with Intel to develop the product,”says Patrick Remy, Vice Presidentof Devices at Orange. “And thoughthe smartphone will join our rangeof affordable, Orange-brandedhandsets, it has all thespecifications you would expectfrom a high-performance device.”Intel, seeing falling demand from

its traditional PC market, is trying tomuscle into the fast-growingsmartphone business. The US giantgoes up against ARM, a relativelysmall UK-based company, whoselow-power chipset designs dominatethe smartphone market. “Coming from a PC background,

where battery performance is lesscritical than processing power, energyconsumption is an important questionsurrounding Intel,” says Remy. “We’reconfident, however, that the battery

performance of this product will be ona par with high-end smartphones.” Santa Clara specifications include

eight hours of 3G voice calls and upto 14 days of standby time. Up tofive hours of 3G browsing are alsopromised. Other features includehigh-definition voice, a four-inchscreen with a relatively highresolution (600x1024 pixels), and acamera capable of taking tenpictures in under a second.Smartphone penetration across

Orange operations in Europe is 50percent. Remy sees high-performance and Orange-brandeddevices (at lower price points thanmanufacturer brands) as a goodway of getting more customers touse mobile Internet services andbuy data plans. At the end of 2011,Orange-branded devices accountedfor 15 percent of the total numberof devices sold by the operator inEurope, up from 7 percent the yearpreviously.

Orange unveilsIntel-poweredsmartphone

By Steve Costello

Ralph de la Vega, Presidentand CEO of Mobility forAT&T, is taking a bullish

approach to the state of the mobilenation, arguing that “although thereare sceptics that question ourindustry’s future—citing marketsaturation or slowing customergrowth—I know better.”In an interview with Mobile

World Daily ahead of his openingkeynote presentation at Congresstoday, the executive said: “I knowthat our mobile future is limitless.But I also know what’s required is acontinued investment in the mobileecosystem—spectrum, network,devices, applications, consumerconsumption—by fosteringinnovation and taking advantage ofemerging technologies andcapabilities.”De la Vega said that as data traffic

continues to grow, and demand forvideo services is on the up, the USgiant will continue its “relentlesspursuit” of more spectrum. “In themeantime, we will continueexploring ways to use what we havemore efficiently,” he said.AT&T’s rollout of LTE is

expected to be “largely complete bythe end of 2013,” with customersalready able to access this networkin 26 markets. “We’re thrilled withthe progress we’ve made with ourLTE expansion and the mobilebroadband speeds we are realising,”de la Vega concluded.

AT&T chief:“Our mobilefuture islimitless”

By Anne Morris

New data-hungry mobiledevices are set to be adominant theme at this week’s

Mobile World Congress in Barcelona,according to a recent survey amongoperators across the globe. New research from Radisys and

Senza Fili Consulting indicated that 48percent of mobile operators believesuch devices will be one of the hottesttopics at the show, while 44 percentcited voice-over-LTE (VoLTE). “The increasing volume and

variety of data-hungry devices is themain driver of change in the mobileindustry,” said Radisys CTO ManishSingh. “So the fundamentalchallenge is not demand, it’s thebusiness model: how operatorsmonetise their networks. Data planrevenues alone are not enough, sothe focus needs to shift toward newservices that directly increase ARPU,such as conversational video.” More than a third (36 percent)

identified LTE Advanced, one of thespecifications selected by the

International TelecommunicationUnion for next-generation mobiletechnologies, while the same figurealso cited small cells. Meanwhile, 32percent claimed hybrid TDD/FDDLTE networks will be the talk of thetown this week. Around 20 percent ofthe survey respondents believe thatWi-Fi offload will also feature heavily. The survey respondents included

senior decision makers from 33operators in North America, Europeand Asia, of which 19 are tier-1operators. However, there weresubstantial differences amongresponses from different regions. InNorth America, new devices andVoLTE came joint top with 63percent of responses. Machine-to-machine (M2M) also made the topsix, and was voted for by 25 percentof operators surveyed. Data-hungry new devices also

came in at the top from Europeanoperators surveyed, with LTEAdvanced, VoLTE and small cells asrunners up. Service monetisation israted highest in Europe, with 18percent of operators viewing it as ahot topic for Barcelona. Interestingly, Asia Pacific operators

surveyed were much more concernedabout the future of networks: 50percent think we’ll be discussinghybrid FDD/TDD LTE networks, and25 percent are focused on urban smallcells and Wi-Fi offload. Only 13percent of Asia Pacific operatorssurveyed believed we’d all be talkingabout data-hungry handsets.

Data-hungrydevices ahot MWCtopic foroperators

By Matt Ablott

Pakistan is to hold 3G auctionsnext month and is aiming toattract 15 million mobile

broadband users within the firstyear, the country’s regulator hastold Mobile World Daily in anexclusive interview. Dr Mohammad Yaseen, chairman

of the Pakistan TelecommunicationAuthority (PTA), said that threeblocks of spectrum in the1900/2100MHz band and another at800MHz are to be sold off, withlicences expected to be awarded to atleast three operators. Both new andexisting market players are invited tobid and Yaseen said the country’sregulatory framework was geared upto facilitate foreign investment. Bids will start at US$210 million for

the 1900/2100MHz spectrum andUS$155 million for the 800MHzlicence. In the first rollout phase,existing operators will need to launchservices in four provincial capitalsand the federal capital within sixmonths after being allocated, whilenew players will be given a year. Pakistan is the world’s tenth

largest mobile market with around113 mobile subscribers at year-end2011 – but has a market penetrationof just 66.5 percent.

“Keeping in view the situation forfixed line broadband in the country[under 1 percent], we expect thatduring the first year of itsintroduction 3G mobile broadbandservices will attract approximately15 million subscribers with a steadygrowth afterwards,” said Dr Yaseen. He added that the Pakistan

government was looking at themobile sector as a “majorcontributor” to the country’seconomy. “The telecom sectorcontributes about 1.5 percent to thenational GDP on an annual basis[and] is providing direct and indirectemployment opportunities to morethan 1.5 million individuals. [The]government is putting all emphasison cellular broadband proliferationfor further economic growth.”

Pakistan to auction 3Gspectrum next month

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SYMPHONY TELECA | NFC

“Touch-and-Go”Wherever You Go: Is 2012 the Year NFC Takes Off?

Andrew TillCTO, SVP and Head of CE and Mobile Linux Business Units,Symphony Teleca

Throughout the day, a single touch of yourmobile device lets you purchase yourmorning latte, enter the secured parking

area, and unlock your office door. Once at yourworkstation, one touch aligns your computerenvironment for maximum productivity.When you’re ready to turn in for the night,

you touch a discreet tag next to your pillow toautomatically set your home alarm, muteyour phone and turn off Wi-Fi to save batterylife, plus set the radio to wake you at 7 a.m.the next morning. This level of ease and control is a reality:

these one-touch technologies are all in the pilotstages or already available on the market.Within a few years, Near Field Communications(NFC) has evolved from a promising concept toa fully realised technology. NFC allows electronic devices to securely

communicate across short distances. Thesecommunications can take the form ofcommands, data exchange, authenticationprotocols, and even financial transactions.Today, NFC capabilities are cropping up ineverything from mobile devices to tiny XperiaSmart Tags that can be placed anywhere inthe physical environment to trigger acustomised series of wireless commands.For the consumer, NFC offers a new level

of convenience and ease when conducting awide range of day-to-day activities.

NFC SYSTEMS REACH VERTICALMARKETSBut NFC does more than enhance theresponsiveness of consumer technology. NFCcapabilities are now rolling out across a widerange of industries, including security, commerce,retail, automotive, transportation, and logistics.

For example, NFC is currently beingpiloted as a way to control an organization’ssecurity access, with an NFC chip embeddedin each employee’s smartphone providing aspecific level of access to a facility. This typeof wireless security could allow a company tosee significant savings over the installationand maintenance of a hard-wired system. In the retail industry, Google’s recent

announcement that Google Checkout is beingreplaced by NFC-enabled Google Wallet hasmany retailers looking more closely at thistechnology. As well as offering a fast, securetransaction process, NFC systems have thepotential to offer retailers powerful marketingcapabilities. Eventually, NFC technologycould enable retailers to anticipate shoppers’needs as they enter the store to offer them amore rewarding, customized experience, aswell as allowing them to push after-purchasesupport and promotional opportunities tobuyers. Interest in the potential for contactless

payment for the transit industry has grownsince the successful rollout of London’sOyster, a plastic smartcard travellers can useon the Tube, National Rail, tram, and businstead of paper tickets. The original Oystersystem was based on RFID but is now beingupgraded to support NFC devices as NFCproves that it is capable of powering one ofthe world’s most complex transportationnetworks with a simple tap-and-go system.Most recently, Scandinavian Airlines andJapan Airlines began using NFC technologyto enable “smart” boarding passes thatfunction as a mobile payment system,wayfinder, and booking system for hotels andtransportation.

MASSIVE NFC BOOST SET FOR 2012 NFC will benefit from global exposure duringthe London 2012 Olympics. Two of theevent’s official sponsors, Visa and LloydsTSB, will be offering a special NFC-enabled“Olympics phone” that will allow attendees tomake one-tap payments throughout the site.Technology experts will be watching closelyto gauge the success of the world’s first“touchless Olympics.”In addition to this high-profile boost, big

brands such as Barclaycard and McDonald’sare launching awareness campaigns in 2012to educate consumers about the benefits ofthe technology.And in addition to the impact of Google Wallet

on the consumer population, AT&T, T-Mobile,and Verizon will be launching Isis, an NFC-basedvirtual wallet and payment system, later in 2012.

EXPONENTIAL GROWTH PREDICTEDA lack of NFC-enabled handsets on themarket has held NFC adoption back in recentyears, but according to analyst predictions,this trend is about to reverse.Deloitte predicts the number of devices

with embedded near-field communications(NFC) will reach 200 million by the end of2012, and that by 2013, 300 million NFCsmartphones, tablets, and e-readers will be inconsumers’ hands. Gartner extends itspredictions to 2015, when they estimate thata full 50 percent of smartphones will be NFC-enabled, and NFC semiconductor revenuewill reach more than US$1 billion.

ENHANCING YOUR VERTICALOFFERINGS WITH NFCIf your organization is beginning to exploreNFC’s potential for the products and servicesyou deliver to consumer or B2B markets, it’simportant to understand the possibilities andlimitations of the technology and keep the focuson delivering exceptional user experiences.

Following are a set of best practices forcompanies considering the integration of NFC:Partner with NFC experts long beforedeployment. The functionality must be wellconceived, carefully coordinated, and expertlydeployed. NFC involves different executionenvironments, with components residing inthe back end, on the handset software, and onthe secure element. This kind of sophisticatedtechnology requires a development team witha suitable breadth of knowledge andexperience and a holistic understanding of allexecution environments.Take contiguous technologies into consideration.NFC deployments must be designed with a clearunderstanding of the payment instruments,business models and value chains they’re builton, along with an understanding of the complexrelationships between these elements. Find the right balance between safety and easeof use.NFC must be designed with a strategicbalance between security and usability inmind. Veer too far into locked-down security,and the user experience becomescumbersome. At the same time, users won’tembrace functions unless they know their data,privacy, and financial assets are protected.Aim for “invisible elegance”. Above all, NFCfunctions must be designed to be unobtrusive.The best NFC deployments will be virtuallyunnoticeable, weaving themselves undetectablyinto the functionality of the device, reducinguser interaction into a single “magic touch”.

“NFC offers a level of ease, mobility, andcustomisation that’s very attractive to consumersand business markets alike,” says Andrew Till,CTO at Symphony Teleca. “But that simplifieduser experience is supported by incrediblycomplex back-end functionality.” Andrew pointsout that NFC must offer a seamless connectionbetween several different platforms andtechnologies. “To ensure a successful deployment,you want to make sure you’re placing your NFCdevelopment in very experienced hands.”

Imagine optimising your in-car controls by tapping your smartphone to thedash of your car: GPS and Bluetooth capabilities engage, Google navigatorlaunches, and the mirrors, seat controls, and steering wheel adjust to fit yourbody perfectly.

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HEALTH NEWS

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 10

By Richard Handford

French vendor Tagattitude isbeta launching its NFC2.0SDK in Barcelona to the 100-

plus companies that have applied totest the company’s new technology.Despite its NFC2.0 name, thevendor’s technology is a software-based alternative to NFC technologythat relies on the audio frequenciesin handsets. Tagattitude said itsapproach allows apps to reach allsmartphones regardless of hardwareor OS. Its technology was launchedin October 2011. Beta testers will beable to add the company’s SDK totheir apps which range frompayments to social networking.

Launch for newcontactlesstechnology

By Richard Handford

Western Union will launch10,000 Western Union-branded handsets called

Yellow Phones in Uganda as part ofa strategy to create a more personalrelationship with its customers, thecompany will announce today atMobile World Congress. The money transfer firm is looking

to trade on its familiar brand bygiving the yellow and black handsetsaway for free to loyal customers. Thehandset will be launched jointly withUgandan mobile operator MTN.Western Union is also consideringwhether to deploy its Yellow Phoneto other markets globally.

“We see an opportunity to getmuch closer to our customers,” saidGregg Marshall, Western Union’sglobal head of mobile services in aninterview with Mobile World Daily.The company wants to move frombeing a transactions-focusedcompany to one that is more user-oriented, said Marshall. The Yellow Phone in Uganda is

a feature phone, although WesternUnion is also looking at thepossibility of offeringsmartphones in the future. Themoney transfer service isembedded in the handset and alsoappears on its homescreen.In addition, Western Union will

also announce today a partnership

with Ericsson whereby itsremittance solution will supportthe Swedish vendor’s mobile walletproducts. Ericsson has justexpanded its mobile walletportfolio. Western Union will also

announce at Congress that fourmobile operators have eitherlaunched, or plan to launch, itsinternational remittance servicethat enables mobile users to sendand receive money directly to theirphones. The operators are Roshanfrom Afghanistan, MTN in Uganda,Millicom-owned Tigo in Paraguayand Vietnam’s mService. Finally, Western Union is

supplying Italy’s Wind with a new

service so users can send fundsdirectly from their prepaid, creditand debit cards to recipientsworldwide, it will announce. Theservice is an alternative for mobileoperators reluctant to build theirown mobile wallets, said thecompany.

Western Union to launchown-brand Yellow Phone

MONEY NEWS

By Richard Handford

Orange and medical devicevendor Sorin are to launch acardiac implant that enables

patients to wirelessly upload dataabout their heart condition to a doctor,according to Thierry Zylberberg,Executive Vice President, Head ofFrance Telecom Healthcare, speakingwith Mobile World Daily.The mHealthconnected pacemaker will launch inEurope and the US from this summer.The two companies have been

working together for some time onthe pacemaker, which enables users’heart data to be sent to a doctor by3G, 2G or landline. Currentlypatients have to visit a hospital everythree or six months to have animplant’s memory downloaded. The proposed service represents

one of the three distinct areas inhealthcare identified by Zylberberg as

opportunities for telecoms carriers.Services like the one with Sorin or anOrange one in the UK that providesappointment reminders via SMS heclassifies as health management,where the mobile operator’s role is totransport data between patients andhealthcare providers. Separately, justbefore Mobile World CongressOrange announced that it will provideM2M connectivity for a QualcommmHealth service in Europe.A second opportunity, said

Zylberberg, comes from movingdata and voice minutes internally forthe healthcare industry in what isessentially an enterprise market.Orange delivers information to ahospital’s administrative staff and

offers entertainment to its patientsthrough its Connected Hospitalservice. It recently launched amultimedia terminal made by Philipsfor patients to receive services suchas TV and Internet in their beds. Italso offers a Wi-Fi tracking servicefor valuable medical equipment.Orange has so far launched theConnected Hospital service inFrance, Poland and Colombia. The third area identified by

Zylberberg is the app andsmartphone-based market for fitnessand wellness that is slightly differentto the traditional health market as itis more consumer-oriented.Zylberberg said this third area “hasnot yet crystallised” into a marketwhich Orange can exploit.Still, the operator has strong

expectations of what healthcare ingeneral can deliver in terms of futurerevenues. Healthcare is “one of themain pillars of our growth strategy”,said Zylberberg. He points to currentrevenues generated by services(including voice) from healthcareenterprises of slightly less than EUR1billion a year. Looking forward, theoperator’s target is to doublerevenues from eHealth (not includingvoice) by 2015.

Orange to launchconnectedpacemaker

By Ian Volans

Wearable devicesconnecting via mobilephones are set to move

mHealth services on from reactive toproactive care, according to ChristianLindholm, chief innovation officer at

service design consultancy Fjorde. In Congress today (Hall 5, Room 5

at 16:00), Lindholm will explore theimplications of what Fjorde perceivesas a discernable shift from sportsperformance tracking to overallwellness tracking. Sports performanceservices, often linked into social

networks which enable users to trackand share the progress of theirtraining, provide lessons for mHealth. “Sensors will likely be built into

clothing and running shoes, with themobile device serving as a hub forthis network of sensors,” Lindholmtold Mobile World Daily. “Wearabledevices that can track a user’s health24/7 will open up a whole newcategory of service innovation.” Consumers and patients have

different objectives, noted Lindholm.“The aim for a patient is to get better;for a consumer, it is normally simplyabout monitoring their wellnesslevels.” In both cases, simplicity, safetyand ease of use, are huge concerns. Lindholm believes operators

have a role to play in the marketingof mHealth but warns that end-users could become confused if thesame services are marketed byoperators, healthcare providers,

and the services themselves.“Marketing strategies need to becarefully thought out so as not tomisinform users,” he said. Ease-of-use and cost-saving will

drive the uptake of mobile healthservices. “By enabling patients andconsumers to monitor their healthfrom within the confines of theirhomes, the overall cost ofhealthcare will be driven down,”said Lindholm.

Wearable devices set tostimulate mHealth innovation

By Richard Handford

Swedish vendor Doro will laterthis year launch a smartphone forseniors, the company will

announce today at Mobile WorldCongress. The Doro PhoneEasy 740 isbased on the Android OS and will beavailable from late summer 2012. Inaddition, the vendor has announcedDoro Experience which combines userinterface, web-based management

portal and a selection of apps andcontent designed for older users. The idea is to mix a means for

seniors to keep in touch with family,friends and healthcare professionalswith an app store tailored for theirinterests. Doro’s announcement is alsoa rare counter to the stereotype ofolder citizens being technology phobic. Doro Experience, which is also

Android licensing based, will beavailable for license by third-partymanufacturers from spring 2012initially for inclusion in tablets. Thesoftware platform includes the DoroSelection, an app store that containshealth-related apps as well as moregeneral interest ones covering areassuch as gardening. The store is curatedrather than being open to any appfrom developers in the same way asAndroid Market. One of theapplications in the new store willenable seniors to access Facebookcontent sent by family and friends. The PhoneEasy 740 is an

Android-based slider. It is thecompany’s first smartphone and willboast a touchscreen and large, well-spaced keypad. It will be 3G-based.The Doro Experience will be free

for the first 12 months with a smallcharge thereafter.

Dorolaunchessmartphonefor seniors

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SYBASE 365 | MOBILE COMMERCE

2012 is theyear of…

Diarmuid Mallon, Head Product Marketing, Global Messaging & Mobile CommerceSybase, an SAP Company

In 2012 we are going to see an ever-increasing number of technologies andservices to help in the on-going quest to

monetise customer engagement. Closelylinked to this challenge is the question “Whoowns the customer”. This question has neverbeen more poignant than in the mobile world,where operators, device manufacturers, theapplication, service providers, merchants andbrands all want to be able to claim thatownership.How will this direct relationship with

consumers be created and then monetised?One of the key ways will be through MobileCommerce. Today we are seeing an ever-widening range of companies launchingmobile commerce services, all with theambition of gaining that direct relationshipwith consumers, and thus claiming ‘customerownership’.

CUSTOMER ENGAGEMENTGiven that one of the main inspirations forthe creation of SMS was to enable direct,timely communications with the Operator’scustomers, it is not surprising mobilemessaging has a long history for interactingwith consumers of services. However it hashistorically been limited to one-wayinteractions that have been difficult todemonstrate measurable results. Long gone are the conventional days where

bricks and mortar stores are the high-touchpoint in a sales-cycle in building consumerloyalty. You only have to look at the shift inbook retailing, as consumers have movedfrom the large anonymous retailers to storesthat ‘know’ their customer – it is only thesmall specialty stores and the likes ofAmazon that continue to thrive. Consumers

today have greater expectations for apersonalised, enhanced shopping experiencethrough multiple channels and value-addedservices. They not only require, but demandreal-time, customised rewards at variousstages of the sales lifecycle. This in turncreates an opportunity to directly engagewith customers and build brand loyaltythrough mobile marketing.The next generation of consumers

increasingly live their life socially. Socialnetworks are their main means ofcommunication. As this use of social mediagrows and becomes more pervasive, yourcustomers will see social media as a gateway,a virtual marketplace where the nextgeneration wants to conduct all of itsactivities. Given the more personal nature ofsocial media, it will enable businesses to builda community and connect with consumers ina more direct way.The challenge of social media is two-fold.

Firstly, whether you have a strategy or not,your customers are already talking about youon whatever social media service they prefer.Secondly how do you integrate with yourbusiness activities, such as customer care.

LOYALTY & COUPONINGConsumers are always connected, alwaysreachable via their mobile devices. Retailersin particular have an immense opportunity tobecome drivers of mCRM and mobilemarketing usage and adaption throughcouponing. The consumers’ mobile phonehas emerged as a channel growth opportunityfor engagement while increasing revenueoptions for retailers. Mobile couponing creates value for both

customers and retailers through its ease ofuse and management. Currently in the US,mobile couponing is a nascent businessdriver but it’s less popular in Europe. HighStreet retailers need to understand thatlocation-based marketing and couponing isanother mechanism in the marketing mix.There are many benefits but, none morestrategic than the opportunity to deliveractionable offers and have the closed loopanalytics to be able to measure behaviorand success.

MOBILE NFCIt was at this event last year, where I heard thebest description of the status of Mobile NFC,“NFC: 2011 will be the year of… transition”.Which is a very accurate description, as MobileNFC finally broke free of the labs, transitioningfrom small-scale trials and moved on to MainStreet USA with Google Wallet.Even with the Google Wallet coming to the

UK this year, just in time for the SummerOlympics, NFC remains tantalizingly close,but still years away from mainstream. Cross-operator initiatives such as Isis in the U.S. andthe UK’s Project Oscar will do much to moveNFC mobile payments closer to the potentialof a mainstream service.What is becoming clearer is that the real

potential of Mobile NFC is how it canintegrate coupons, loyalty and payment in anear frictionless manner.

GAMIFICATIONGamification is the rather unwieldy term todescribe using game mechanics to buildloyalty and drive consumer behaviour. Or tobe succinct, make an activity into a game,where consumers are rewarded with pointsand prizes, and compete against themselves,friends or the wider community. Theseincentives are used to drive behaviour.Consider retail banking; traditionally your

banking behaviour has been driven bypunishments such as overdraft charges andlate payment penalty fees. With gamificationyou are encouraged and rewarded for positivebehaviour, such as making regular savings, ormaking a purchase from a partner retailer.

LOCATION BASED SERVICESLocation Based Services has long been asolution looking for a problem to solve. DespiteLBS services being offered since the late ‘90s,they never managed to achieve significantmomentum. In retrospect, the problem withLBS was clear – price, permission and purpose.The advent of smartphones with A-GPS

solved all these challenges in one fell swoop.Users pushed their location, which both changedthe charging model – but also solved thepermission issues, as users could choose service-by-service which they gave their location to.

Finally the huge range of external services, suchas Facebook Check-ins, Google Latitude andFoursquare finally gave a rationale to sharingyour location, as LBS became integral to socialnetworks, loyalty and information services. Thechallenge, and opportunity, is to now integratedLBS in to your mobile commerce services.

THE CHALLENGEIn 2012 we will see companies acceleratingactivities and experimenting with mobile in orderto engage their customers. Whether anyone cancompletely own a customer is yet to be seen, butthere is an opportunity to fully own a customer ata moment in time - for a specific transaction.Mobile Commerce, be it through couponing,loyalty, engagement or payment will be thecatalyst for growth in helping the consumer makechoices, while offering value in the form of savingmoney or improving convenience. This opportunity brings a major challenge

when identifying solutions and implementingmobile commerce services. If you look at mobilecommerce 5 years ago mobile banking wasoffered by banks, mobile payments by operators.Today we have banks starting to offer mobilepayment services, and Operators running mobilewallets with Bill Pay capability. These clear lines ofdemarcation have become increasingly arbitrary,and this will only continue in 2012 and beyond.

It is no longer possible to think of theseservices one dimensionally. What is a bankingservice today, will include paymentstomorrow. And that payment service willinclude remittances or banking in the future.But beyond that, any comprehensive mobilecommerce solution will need to extend to bea combination of mobile financial servicesand mobile CRM services.Mobile commerce solutions will grow in

complexity, as they will be formed of leadservices such as payments or coupons, andenablers such as gamification, LBS and NFC.So for those launching mobile commerceservices in 2012, they need to ensure thesolutions that they create and deploy are builtto stand the test of time. This means buildinga solution that supports not just your initial(potentially modest) requirements – but alsoone that has the capability to support richmobile commerce services of the future.

Every year at Mobile WorldCongress, there emerges a trend,service or product that eithercaptures the imagination ofattendees or there is a theme thatseems to be everywhere you go onthe show floor. Some themes appearbriefly, whilst others such as LocationBased Services (LBS), and Mobile NFChave become hardy perennials.

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APPS NEWS

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 12

By Steve Costello

HTML5 enables the FinancialTimes (FT) to maintain adirect relationship with its

customers, while also aiding in itsquest to deliver content toconsumers whatever device type orplatform they use, Rob Grimshaw(pictured), managing director ofFT.com, told Mobile World Daily.The FT has been something of a

bellwether for HTML5 after launchingan app using the technology, availabledirectly through the browser andoffering offline reading and automaticupdates, in the middle of last year.Since the launch of the FT Web App,the company has seen more than onemillion visitors with “excellentengagement,” Grimshaw said.

However, the launch of theHTML5 app has not seen the FTshifting away from native featurescompletely, with an Android applaunched toward the end of last year.Grimshaw said that the company is“pragmatic” about its choices withregard to HTML5 and native apps.“Providing FT content across a

range of devices offers anopportunity for us to reach newaudiences in countries where we areunable to circulate the newspaper.To do so we have developed a coreHTML5 code base which we areable to roll out across multipleplatforms. Where necessary wecombine HTML5 with nativeelements, a method used for the FTAndroid App,” he said.“We used native elements to

optimise the app for Android devices,meaning content automatically andregularly downloads in thebackground without the user needingto do anything. Native technologyalso allows us to make the most ofunique [Android Honeycomb]features for the tablet app includingthe top taskbar navigation, givingusers a true, full-screen experience,”Grimshaw continued.Mobile was deemed an important

channel for the FT, driving 15percent of new digital subscriptionsand 20 percent of FT.com traffic.

FT: HTML5 enablesdirect engagementwith users

By Steve Costello

Media discovery companyShazam today announcedseveral planned features for

its app, while also telling MobileWorld Daily about its plans topromote its broadcast tie-in activitiesto potential partners in Europe.At the event, the company

announced imminent improvementsto its core audio recognitiontechnology, in order to make itquicker to identify tracks – thecompany is promising results “in aslittle as one second.” This willinitially be made available in theAndroid app, before being rolled outto other major platforms.For Android users, the company

is readying a feature called AndroidBeam, which is powered by NFCtechnology. Customers withsuitable devices (NFC hardware,running Android 4.0) will be able toshare tags with their friends, and ifthe recipient does not already havethe Shazam app, they will beprompted to download it fromAndroid Market.

In recent months, Shazam hasalso been heavily promoting the useof its technology to “tag” audiofrom television broadcasts. Notingthe fact that customers increasinglyuse smartphones and tablet devicesat the same time as viewing,Shazam sees its technology as away to link the two activities.“For the broadcasters, they

recognise that people are recording

the shows and then skipping theads. So they want to drive what wecall real-time check-ins to shows,and have some kind of experiencethat incentivises people to watchtelevision in realtime,” Fisher said.With the company previously

having focused its media efforts inNorth America, the company isnow looking to showcase itsoffering to potential Europeanpartners.“We’re certainly going to be

talking to a range of differentpartners about the whole secondscreen experience, and what we aredoing as a company in that domain.We think it is going to be a veryactive topic this year at the show,and there’s a lot of interest we’vehad in terms of people meetingwith us,” Fisher said.

Shazam unveils feature updates,alongside European media push

Q&A r

What do you think are the biggest challenges facing app developers today?Moving from testing different business models and platforms towards a longterm distribution and monetisation strategy. The past years have openedgreat doors for app developers, with several successful platforms havingemerged and new ones like TV around the corner. The most difficult thing fora developer is to decide where to place his bets and why, since taking everyopportunity out there is not viable for the majority.

Is the total number of apps available still an important metric for stores?Yes, the number of available applications is an indicator for both consumerchoice and developer interest. Content is instrumental in selling phonesthese days, therefore I think it is important to track this metric. However, thisdoes not say anything about the quality of apps and consumer adoption.Therefore we think measuring actual download and sales volumes is acrucial metric to determine a store's performance.

Do you think HTML5 will have a major disruptive effect in terms of appdistribution?No. The past three years have taught us that the app store model, acentralised location where a large group of content developers can reach aconsumer audience for content distribution and billing, is the way forward.HTML5 will not change that. Great HTML5 content still needs to be discoveredand distributed. A logical choice will be an app store like model. You also seethis happening already with web content in the Google Chrome Web Store forexample. However, HTML5 will lower the threshold for accessing contentsignificantly, for example by having a big impact on content download times.

Is the growth of freemium apps effectively killing-off paid-for downloadsas a business model?There is no silver bullet when it comes to a business model for apps. Thesuccess of a certain model greatly depends on the type of app, device andlocation. The freemium model has shown a great uptake in gaming andseveral other categories, but the one-off paid model still works very well fornavigation apps for example. Additionally, we see great differences in theperformance of freemium versus one-off paid on a country by country basis.Consumer behaviour in content payment differs per country and device.

Is advertising a viable monetisation option for apps?Yes, since it correlates to app usage instead of just purchase. Developers thatbuilt a great app can leverage on the time consumers spend with their content.

Where do you see the operator fitting into the app ecosystem?Making content billing easier for consumers and leveraging their retailfootprint to educate consumers and promote good content.

Vincent Hoogsteder,CEO & Co-Founder, Distimo

Apps for All - HowApps are Changingour LivesTime: 14:00

By Steve Costello

Monetisation, discoverabilityand fragmentation posethe three biggest

challenges to developers, accordingto Liat Ben-Zur (pictured), seniordirector of Software Strategy andBusiness Development andQualcomm CDMA Technologies.“Discoverability of course is key for

monetisation. With so many hundredsof thousands of apps out there, it’sgetting harder for developers to buildapps that rise above the noise becauseso many apps seem to do similarthings. So how do you reallydifferentiate, gain visibility and standout? How do you get enough eyeballsto lead to meaningful monetisationopportunities?” she said.One option for developers is getting

an app preloaded on a device, or

featured in an app store. “This canbump-up the user base for an appdeveloper significantly in just one day.”In this regard, a relationship with

operators can provide a real boost.“Operators can specify to theirdevice suppliers that they pull incertain apps and they can really helpin the marketing efforts of certainuser experiences. Any app developerwho has been lucky enough toreceive marketing in an operator'sprime time TV ad campaign or primeposition on the operator's app storedeck will tell you it’s not a bad placeto be,” Ben-Zur continued.With regard to fragmentation, the

need to support multiple versions ofapps increase app developmentresources required to scale. HTML5shows “some promise” for certaintypes of developers, who are usingnative wrappers around HTML5apps, but “not all developers arefully sold on this as a viable mobileplatform for their more complexand feature rich apps.”Qualcomm has efforts underway

“to help make web apps equalcitizens to native apps” by exposingmore functionality from thehardware and evening-out theperformance differences.“We are developing HTML5 API

extensions to provide direct accessto our Snapdragon hardwarefunctionality such as camera,notifications, file system andextended audio. As such, weanticipate that HTML5 developerswill increasingly be able to offerweb app capabilities that are on parwith native apps while writing farfewer versions of their apps. Wealso believe there will be moreopportunities for web apps to bemonetised outside of traditional,captive apps stores,” she noted.

Developersfacingtrilogy ofchallenges

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Connected Possibilities forRedefining MobileA NEW AGE, NEW TRENDS

"User Experience" Leads to a New Flourishing Information EraOver the past twenty years, the information age has developed at a rapid pace, and varioustechnological transformations and applications have grown in both scope and variety. Today,the exponential growth of digitized information, combined with the skyrocketing popularity ofmobile networks, has led to a surge in the sheer volume of digital content. Concurrently, asthe digital divide has become smaller, people around the world are now able to freely shareinformation and communicate with each other with fewer barriers. This new round of networkand technological transformations is marked by an important new factor – user experience,which drives industry development and leads to a more flourishing information era.In today's world, millions of services and applications are close at hand, enabling a

constant, 24-hour online digital life. The ongoing pursuit of better user experience drivesthe development of information socialization. User experience, which originates from theinterconnection between individuals, enterprises, and institutions, motivates the pursuit ofspeed, quality, simplicity, freedom, and sharing. These dimensions of user experience fitright into human nature.

Mobile Networks Redefined from the Perspective of User ExperienceFueled by social informatization and digitalization, particularly by the pursuit of better userexperience, the mobile communications field is growing rapidly. It is expected that by 2020,smart devices will outnumber people, and the number of applications for smart devices willexceed ten billion. There are two concerns for mobile carriers. One is that the traditionalbusiness models can no longer suit their needs, so the mobile carriers have to transformthemselves by exploiting and developing new business opportunities from the perspective ofuser experience. The other concern is associated with the following issues: Mobile carriershave to build large-capacity sites and increase the downlink rates per site to keep pace withthe explosive growth in data traffic and signaling. As 20% of the sites bear 80% of the datatraffic, mobile carriers have to extend the efficient coverage of high-value hotspots. Asinfrastructure networks become increasingly complicated, mobile carriers require efficientoperation & maintenance solutions that can help manage the entire infrastructure networkand that can provide full-range professional service capabilities. As the revenue generatedby mobile broadband (MBB) businesses does not grow in proportion to investments inbandwidth, mobile carriers have to improve network utilization and reduce network costs.The mobile telecommunications field has transcended the Kb and Mb eras and is now

entering the Gb era. A mobile network offering Ultra Broadband, Zero Waiting andUbiquitous Connectivity helps bring superior user experiences in terms of speed, quality,simplicity, freedom, and sharing. Interconnection between individuals, enterprises, andinstitutions inspires endless possibilities for "enriching life through communication."

A Connected World with Endless PossibilitiesA new round of transformation in information networking is taking place as a result ofindustry developments in this new age. Before leaping at opportunities in the industry tobuild a connected world, we must pay attention to the following three issues:

Giga Mobile NetworksThe biggest bottleneck is the bandwidth insufficiency of mobile networks. Compared with fixednetworks, mobile networks still have a long way to go in terms of user experience. We can raisethe user experience to a higher level only by building gigabit mobile broadband networks.First, the modest capacity of macro NodeB’s and the difficulty in finding locations for

installing them are the biggest obstacles to increasing the bandwidth of mobile networks.Through the GigaSite solution, we can effectively simplify sites, significantly increasedownlink rates, and enable one module to support three frequency bands throughbroadband adaptive antennae, thereby meeting the requirements of the MBB era for largecapacities, as well as customer requirements for flexible utilization of spectrum.Second, 20% of hotspots account for 80% of network traffic. Therefore, rebuilding of base

stations is crucial so that they support the flexible assembly of small cells, which increasecapacity and power. The accurate coverage provided to end users through beamforming hassignificantly improved user experience. Macro base stations and micro base stations innetworks of the same frequency often interfere with one another. To ensure serviceexperience continuity, we must employ cloud-based macro and micro coordination,

leverage frequency spectrum resources to their full potential, and effectively increasenetwork capacity. To meet the challenges posed by accessing a plethora of gigabit-levelsmall cells, mobile bearer networks require the synergy of media such as optical fiber,microwave, and copper, so that wireless and mobile bearer networks collaborate efficientlyto enable seamless evolution. In the face of increasing network complexity, SingleOSSmakes end-to-end network management and fault demarcation across domains a reality,thus fundamentally simplifying network operations and maintenance.

Operational Excellence Centered on User ExperienceWe need to develop operational capabilities centered on user experience, which help useffectively support the Giga network and ensure user experience. Business growth insmartphones and data services has forced carriers to address challenges in ensuring andimproving end-to-end service quality, user experience, and customer satisfaction whilecontinuing to focus on traditional network KPIs. We must change our operationalphilosophies and shift our focus from these KPIs to user experience, from reactivecustomer service reassurance to active guarantee of network stability and prevention ofcustomer attrition, from cost reduction and control to new value creation.In addition, carriers are vigorously integrating IT applications and communications

capabilities to create end-to-end ICT solutions. How can we effectively manage integratedICT networks? An ICT network that integrates multiple vendors, technologies, and usersmust be managed in a centralized manner. By monitoring topology, key events, andresource usage for the entire network, we can effectively evaluate the network and attemptto improve network quality and user experience.

Extending the Scope of Business for Business SuccessCloud computing is continuously changing the business model of the IT industry, allowingthe industry to shift its focus from selling products to selling services. Cloud computing alsooffers more business opportunities for carriers. By taking advantage of the increasingpopularity of broadband networks, carriers can ensure effective network availability fortheir cloud computing services. On the strength of the cloud platform, we can rapidlyprovide carriers with traditional communications applications, internet applications, cross-industry applications, home applications, and applications for refined utilization ofbandwidth. With the aid of the digital shopping mall (DSM), we can increase the revenuefrom core businesses, thanks to a first-rate user experience. For long-tailed businesses, wecan reduce subscriber churn and improve the user experience. By collecting and analyzingconsumer behavior in a timely fashion, we can launch products and services that best suituser requirements. With the rich communication suite (RCS)/rich communication suiteenhanced (RCSe), which focuses on users' emotional needs, we can build a global socialnetwork, which serves as an SNS-based emotional experience ecosystem for businessplatforms, while improving user loyalty, which makes for better experiences and improvedservices for users and the simultaneous exploitation of more business opportunities. In a word, in the new information era, the explosive growth of users, devices and content

causes enormous friction. Huawei believes that Ultra Broadband, Zero Waiting, andUbiquitous Connectivity will bring customers the benefits of Speed, Quality, Simplicity,Freedom and Sharing. By bringing individuals, businesses and institutions together, we willalso fuel people’s imaginations and enrich their lives with endless possibilities.

ADVERTORIAL

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NEWS

High speed appbuildingThe AppBuilder from JampotTechnologies enables anyone tobuild apps for iPhones, iPads,Android and Windows phonesin minutes and at a fraction ofthe cost of traditional appdevelopment. People can nowbypass the need for developersand huge build fees, andproduce their own apps quicklyand cheaply. The solution iseasy for everyone to use, withno code or technical knowledgerequired. Users can createtheir app on their PC or Macdesktop, and update on theiriPhone or Android device.

Mobile CEMapplicationSpeechStorm’s Mobile CEM foriPhone and Android helpsorganisations reduce callvolumes, make more efficientuse of resources and improvecustomer experience bycombining effective self-serviceand a unique way of managinginteraction with the contactcentre. The solution includes arange of out-of-the-boxapplications for common self-service functions, which, studiesshow, account for up to 60percent of calls to contactcentres. Providing customerswith the information they requireat their fingertips reduces theneed for them to call the contactcentre, resulting in significantsavings for the organisation.

Single Wi-Fi platformThe Accuris NetworksAccuROAM solution is claimedto be the first to offer Wi-Fioffload and roaming on a singleplatform. It enables carriers toprovide their smartphone andtablet customers withseamless connections to Wi-Fihotspots both in country andalso when traveling abroadwithout having to entercumbersome usernames andpasswords, verify accountdetails or regularly interactwith a client app. TheAccuROAM platform enablessubscribers to automaticallyand securely access operatorsWi-Fi hotspots by using thesubscriber’s SIM credentialsfor authentication.

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 14

NEWS IN BRIEF...

By Ian Volans

Fujitsu has announced it willenter the increasinglycompetitive European

smartphone market by the end of2012. Better known in Europe in theenterprise IT sector, Fujitsu has beena handset manufacturer for morethan 20 years, supplying all operatorsin its native Japan and counting NTTDoCoMo as its biggest customer. Robert Pryke, European director

for Fujitsu’s mobile bureau, believesthat the company’s experience inJapan’s feature phone market willprovide a valuable springboard intoEurope. “Many Japanese featurephones would have been consideredsmartphones elsewhere,” Pryke toldMobile World Daily. Pryke doesn’t under-estimate the

challenge ahead. Acknowledgingthe fluctuating fortunes of Japanesemanufacturers in Europe, he said,“Japan is a Galapagos market as faras handsets are concerned. It’s verydifficult to move the technologiesand designs across.” A dedicated design team for global

products is being supported by localoperations in the UK, Germany,Spain and France. Discussions are

underway with a number ofunnamed European operators.Fujitsu is adopting a dual-platform

strategy. The launch device inEurope is likely to be based onAndroid Ice Cream Sandwich withWindows Phone 8 devices followinglater. At Congress, the company isshowing an Android handset basedon a quad-core NvidiaTegraprocessor. However, fundamentalphone capabilities and an emphasison audio quality are central to theFujitsu ethos. Smartphones will all be NFC-

enabled and will draw on Fujitsu’sextensive experience with theJapanese FeliCa RFID/NFCcontactless transaction eco-system.Biometrics will also come as standard. As water damage is the most

common accident to befall mobilephones, and is specifically excludedin most mobile insurance policies,Fujitsu’s F07D smartphone(pictured) has been designed towithstand being immersed in 1.5metres of water for 30 minutes.“Typically in Europe, waterproof hasmeant ‘rugged’,” said Pryke.“This isnot the biggest USP, butwaterproofing has become a hygienefactor at the point of sale in Japan.”

Handsets will also incorporateFujitsu’s ‘Human Centric Engine’.This package of passivetechnologies is designed todifferentiate the Fujitsu userexperience. Noise cancellingtechnologies enhance audio qualitywhile a nine-axis gyro censor iscapable of detecting virtually anymovement: if the phone detects thatthe user is walking, it will ring louderif a call is received, for example. With an eye to future mHealth

opportunities, all Fujitsu devicesare certified through the ContinuaHealth Alliance.

Fujitsu applies Japanese feature phoneexpertise to European smartphones

By Ian Channing

In recognition of the industry’sgrowing importance, UK Trade& Investment (UKTI) is

sponsoring a competition to find theUK’s most innovative mobilecompany. Nineteen companies havebeen shortlisted and the winner willbe announced here at Mobile WorldCongress on February 29th. Thewinner will be showcased at highprofile UKTI events during 2012.The UK mobile industry is on show

in Barcelona this week with many ofthe entrants for the new competitionshowing off their products and ideas.Visit the UK pavilion to check out theinnovative products from the UKmobile industry, some of which arehighlighted below.Stream Communications is showing

‘freeflow’, a new extra fast 3G serviceand SIM for iPad and Smart Tablet

users. Users of freeflow willexperience web page download ratesover Stream’s 3G network up to 50 percent faster than could be experiencedfrom a typical ‘consumer’ 3G SIM. One of the main talking points at

Congress this year will be how tohandle the growing mass of datatraffic. Sub10 System is using thelargely neglected millimetre Wave(mmW) radio spectrum andtechnology to serve the growingworldwide need for data transportcould be the untapped “next bigthing” in wireless communications. Vision247’s app service for Android

devices, iPhone and iPad, delivershighly available high video qualitystreaming. Personalisation enables theviewer to programme their own VODand live channels streaming links intotheir player, providing a viewingexperience that deepens engagementwith the mobile device. The image of a St Bernard digging

an avalanche victim out of the snowgets a hi-tech makeover with thelaunch of Wood & Douglas’ PortableAll-terrain Wireless System, orP.A.W.S. This long-range live video

and audio link has been designed tobe worn by search & rescue traineddogs, or easily transferred tohandlers or vehicles. Despitelooking like a Hollywood sci-ficreation with its head mountedvideo camera, P.A.W.S lets a rescuedog search without any discomfort,beaming crystal clear video imagesback to its handler. In these green conscious times a

new smartphone app, CarbonDiem, isbound to be a hit. Developed byCarbon Hero the new appautomatically detects a user’s mode oftransport and calculates their journey’scarbon footprint. Another UKdeveloped app, Hailo, allows users toorder a licensed London black cab withjust two key taps on their smartphones.More than 2,500 cab drivers havealready signed up for Hailo. Florenceis a new intelligent Telehealth systemthat monitors patients' health viaSMS text messaging. It is saving theNHS millions of pounds by reducingNHS resources needed to managesome of the UK’s most commonmedical conditions – includingdiabetes and COPD.

UK mobileindustryon show

By Anne Morris

Among the key topics at MobileWorld Congress this week willbe machine-to-machine

(M2M) communications and the oft-cited “Internet of things”, but for oneJuniper Networks executive it’s notjust the progress of these service andconnectivity trends that will beinteresting but also how mobile serviceproviders are approaching them. “I will be fascinated to hear how

people will be talking about M2Mand the ‘Internet of things’ thisweek,” commented Paul Gainham(pictured), product and solutionmarketing director at JuniperNetworks, in an interview withMobile World Daily. “How operatorsdeal with these issues will reveal ifthey are making true inroads [tocreating value-added services], orare just in a race to the bottom.” Gainham clearly gets frustrated at

the slowness of mobile operators tograsp the nettle of new service trends,and says they should now be taking aproactive approach instead of alwaysreacting to what others are doing. “Wetell them: you are the only player inthe value chain who can control thewhole end-to-end experience,” saidGainham. “Absolutely the operatorsdo have a key role to play, but theyhave to grab the chance quickly.” Juniper Networks’ role is to provide

them with the tools to build a strongservices business. Right now, the keyfocus for the network infrastructureprovider is to drive a strongerintegration of mobility and security tocreate what it terms “trusted mobility”.“Security and mobility have been

separate for a while,” notedGainham. “However, the growing useof smartphones by enterprises andconsumers calls for a moreintegrated approach,” as well as whatGainham describes as the “IP-fication” of mobile networks.

Juniper tracksoperator M2Mprogress

Tweet@ShowDaily

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GigaSite, GrowingSingleRAN

Mobile communications are undergoing constant innovation. We foresee a future ofconnectivity reaching the next level, an era where end users are not only able to freelycommunicate with one another, but are also able to wirelessly interact with the thingsaround them.

ULTRA BROADBANDThe mobile Internet is rapidly gaining market share compared to its fixed counterpart.Mobile internet usage will overtake the fixed internet within the next few years. Forecastsalso predict a ten-fold increase in global mobile traffic during the same time. In otherwords, mobile traffic volume for the whole of 2011 will be comparable to a month’s worth ofmobile traffic in 2015. Smartphones alone are expected to generate gigabyte levels of traffic. An increased

availability of do-it-yourself platforms for mobile applications may lead to software thatchallenges current network capacity. While some reports forecast a potentialsuperabundance of mobile traffic, such a paradigm may reveal a silver lining for operators.

ZERO WAITINGThe ideal user experience, whereby connectivity is defined by immediacy, has still not beenrealized. In striving toward this ultimate goal, system capabilities are bound to faceconstraints. To plan for this future reality, existing hardware processing and transmissioncapacities should be augmented every few years.

UBIQUITOUS CONNECTIVITYOn a macro level, connectivity has beentrending toward ”anytime, anywhere,”requiring widespread coverage combinedwith added capacity in hotspots or weak-coverage areas. Solving this problem meansnew site deployment, which is bothexpensive and time consuming. Operatorswill thus seek out economically attractivesolutions, allowing them to achievemaximum coverage using minimal means.

REALIZING CONNECTED POSSIBILITIESHuawei, in line with its commitment to MBB development, has launched suites of solutionssuch as GigaSite and SoftMobile that focus on issues relating to capacity, coverage,management, and QoE monetization.Huawei GigaSite provides higher network capacity through a leading 5 band/3 mode/1

cabinet solution. GigaSite can also be configured using standalone multimode ARUs todeliver a maximum 12-fold capacity. Addressing issues beyond hardware capacity, featureslike MIMO Prime, interference cancellation, and refarming allow operators to maximize theirexisting spectrum value.

Although macro sites will suffice for most areas in a network, there may be pockets ofdense traffic or poor coverage requiring additional layers of micro coverage. Huawei’sAtomCell focuses on filling hotspot-blindspots that are bound to occur in urban and indoorareas. The AtomCell solution features a small all-in-one design and flexible backhaul andmounting that allow for quick deployment and targeted coverage. AtomCell, coordinatingwith macro cells, provides an ideal capacity coverage solution, making it an optimal choicefor operators who put user experiences first.Simplified network management and quick troubleshooting are also primary concerns for

network operators. Huawei’s SingleSON simplified network configuration improves networkperformance with adaptive Inter-Cell Interference Coordination (aICIC) for multi-networkcoordination and Automatic Neighbor Relations (ANR), which improves networkmanagement efficiency.Focusing on network coordinating, sharing, and profiting, Huawei’s SoftMobile solutions

enable more flexible services and business models. Huawei helps operators rebuild theirservices models from “volume-on-demand” to “experience-on-demand.” Related solutionslike day-pass and turbo boost enhance user experience and promote customer loyalty.

A NEW BEGINNINGHuawei’s steadfast commitment to innovative resolution of complex capacity issues has ledto a smooth evolution from SingleRAN to GigaSite. Huawei’s MBB solutions enableoperators to profit in an increasingly connected world, rife with endless possibilities.

Launched in 2009, Huawei’s SingleRAN suite of solutions has been successfullydeployed in roughly 150 commercial networks all over the world. To match pacewith growing trends in global mobile communications, Huawei now introducesthe next step in the evolution of capacity requirements, GigaSite. This newestHuawei MBB solution focuses on Ultra Broadband, Zero Waiting, andUbiquitous Connectivity to bring customers the benefits of Speed, Quality,Simplicity, Freedom, and Sharing. Huawei’s GigaSite solutions aim to build aconnected world with endless possibilities.

ADVERTORIAL

Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 15

By Wang TaoPresident Huawei WirelessNetwork Business Unit

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FEATURE | CONNECTED ECONOMY

Mobile: Creating theConnected Economy

Michael O’Hara, Chief Marketing Officer, GSMA

Looking beyond the sheer number ofconnections, in 2011 the mobileindustry generated US$1.5 trillion in

revenues and invested US$189 billion incapex. The mobile industry currentlyemploys more than 8 million men andwomen, and contributes US$617 billion topublic funding. A central element in themobile ecosystem, mobile operatorscontribute approximately 1.5% of theworld’s GDP. But this is just the starting point. The

GSMA and its members are focused ondeveloping and enhancing this connectedworld through a number of key initiatives.

• We will continue to make the significantinvestments to build the Mobile Broadbandand 4th-generation LTE networks that willconnect the world’s population to theInternet.

• We will drive the adoption of SIM-basedmobile NFC handsets and services,accelerating mCommerce. Specifically weexpect to see 1.5 billion SIM-based NFChandsets sold between 2010 and 2016,representing a cumulative transactionsvalue of over $50 billion.

• We will create a better communicationsexperience, one that will work seamlesslyregardless of operator or handset, with

multimedia messaging services enabledthrough Rich Communications. Spanishoperators including Orange, Telefónica andVodafone have already announced theirintention to launch service during the firsthalf of 2012 and we expect Germany tofollow closely behind.

• We will accelerate the adoption ofembedded mobile technology through ourConnected Living programme, extendingconnectivity to a nearly endless range ofdevices in mHealth, mTransport, mUtilitiesand mEducation, complementing the trendswe already see in consumer electronics.

If we successfully execute on theseprogrammes as a mobile industry, as well asfactor in organic growth, we will experiencetremendous increases across all of our criticalmetrics. By 2015, we will add 2.5 billionmobile connections to reach a total of 9.1billion connections globally. We will add 1billion mobile subscribers to reach a total of4.6 billion people. We will add 2.3 billionMobile Broadband connections to reach 3.2billion connections – and 350 million of thesewill be LTE. Total revenues for the mobileecosystem will reach US$1.9 trillion dollars,and nearly 10 million people will make theirliving in the mobile industry. And staggeringly, in the next four years,

between 2012 and 2015, the mobile industrywill invest US$793 billion in capital and willcontribute US$2.7 trillion to public fundingacross the globe. According to the World Bank, a 10 per cent

increase in Mobile penetration drives a 0.6per cent increase in a developed country’sGDP, a 0.81 per cent increase a developingcountry’s GDP and in low to middle incomecountries, a 10% increase in MobileBroadband penetration yields a 1.4 per centincrease in GDP.

MOBILE IS DRIVING THE CONNECTEDECONOMY. As an industry, we will focus on growing theConnected Economy while ensuringinteroperability of services across operators,networks and countries. We will provide asingle point of trusted customer care to usersto address any issues related to their devicesor services. We will ensure the security of ourcustomers’ services and data. We will respectand protect our customers’ privacy. That isour core promise. This week there will be more than 60,000

people joining us for the Mobile WorldCongress. As you attend meetings,conference sessions, and walk the floor, takea few minutes to reflect on this amazingindustry that you are a part of, and consideryour role as one of the millions responsiblefor creating the Connected Economy.

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 16

“By 2015, we will add 2.5billion mobileconnections to reach atotal of 9.1 billionconnections globally. Wewill add 1 billion mobilesubscribers to reach atotal of 4.6 billion people.We will add 2.3 billionMobile Broadbandconnections to reach 3.2billion connections – and350 million of these willbe LTE.”

The mobile communications industry is a global success story. We haveestablished a truly connected world – today, there are more than 6.6 billionmobile connections worldwide, accounting for more than 3.6 billion individualsubscribers globally. There are around 1 billion Mobile Broadband connections,and this is expected to grow by an astonishing 36% every year.

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LTE-Enabled Mobile BroadbandTransport Network

GIGASITE BACKHAULGlobal mobile broadband traffic is likely to increase by up to 500 times over the next 10years. This expansion will require larger-capacity networks and more accurate coverage toprovide subscribers with a better user experience and achieve commercial success formobile broadband.

SingleRAN hardware has now become the mainstream wireless access technology. In2012, multi-mode base stations are expected to account for 90% of all new base stationsales in Europe. However, one SingleRAN site can potentially require more than 1 Gbit/sconnectivity, which means that we are entering the Gigasite era.

Two types of base station are used to provide wireless network coverage: macro basestations, which provide continuous coverage, and small cells (such as micro, pico, femto,and Wi-Fi cells), which supplement coverage for hot spots with heavy traffic. Macro basestations and small cells can also coordinate to form a multi-layer heterogeneous network(HetNet), increasing network capacity and providing widespread coverage.

Since site resources are difficult to acquire, backhaul networks need flexible access tobase stations over various media, such as copper, fiber, and microwave. With thedevelopment of wireless technologies such as LTE, SingleRAN, and HetNet, one macro siterequires its backhaul network to provide at least 1 Gbit/s bandwidth, which Huawei'sAnyMedia technology can achieve.

AnyMedia technology provides high bandwidth over various media to meet Gigasitebackhaul requirements. For fiber access, Huawei has taken the lead in providing theATN950B, a 300-mm cell site gateway (CSG) router that increases bandwidth from 1 Gbit/sto 10 Gbit/s, while Full Outdoor (FO) OTNs use common public radio interfaces (CPRIs) forhigh-speed backhaul. This means that baseband units (BBUs) can be centralized anddeployed at convergence nodes.

For microwave, Huawei uses 2.5 Gbit/s E-band in 64QAM mode and IP frame headercompression to provide 1 Gbit/s+ backhaul over IP radio. Additionally, for copper access,Huawei has exclusively launched a G.fast prototype that reaches a 1 Gbit/s rate over a singletwisted pair, providing a solid basis for high-bandwidth backhaul.

Many carriers deploy small cells for widespread coverage, but how best to deploy them isa topic of hot debate. Small cells feature low cost and near zero-footprint installation. Twotypes of outdoor small cells are available. The first leverages existing street cabinetsdirectly connected to base stations while integrating GE, PON, and copper DSL modules, orit can provide frequency division duplex (FDD)/time division duplex (TDD) self-backhaul. Thesecond uses zero-footprint FO equipment installed on poles that can evolve to plateantennas, NLOS (Non Line of Sight), and P2MP. To realize indoor high-density coverage,plug & play compact routers or FTTx are used.

LTE-ENABLED TRANSPORTGSM and UMTS networking, the current mainstream in the mobile arena, are expected toevolve into LTE. In fact, LTE networks are already being deployed on a large scale across theglobe. The GSA forecasts that 91 commercial LTE networks will be in service by the end of 2012.

In the LTE era, as air interface rates further increase and RNCs disappear, wirelessnetwork architecture will be simplified, while a flattened transport network architecture islikely to provide greater bandwidth. However, LTE networks, compared with GSM and UMTS,have some new requirements for the transport network.

With LTE networks, more accessible FE and GE ports function as the network interface,rather than dedicated E1 ports, while small cells and CSGs are likely deployed in unsecuredlocations, and user data encryption is terminated at eNodeB instead of at the RNC.Therefore, these networks are vulnerable to attacks and security threats. In the interests ofnetwork security, Huawei has pioneered an end-to-end IP security solution that supportsdistributed and centralized modes for the IPSec gateway, while providing anti-attack andservice protection schemes. In addition, Huawei was the first to launch its industry-leadingIPSec boards, which provide 10 Gbit/s port throughput.

Compared with GSM and UMTS, the pressure on LTE air interface bandwidth is alleviatedand TV services can be provided for individual and household wireless terminals. As web TVchannels and online users increase rapidly, unicast networks face challenges from greatlyreplicated traffic and therefore multicast should be supported to ease pressure on theavailable bandwidth. To address the issue, Huawei's full spectrum products support evolvedmultimedia broadcast multicast service (eMBMS) solutions. In addition, Huawei providesprofessional network pre-evaluation services to assist carriers in rapidly deploying andprovisioning TV services.

The rapidly increasing services supported by smart terminals, location-based services(LBS), and the deployment of LTE TDD base stations require high-precision timesynchronization solutions. Huawei's state-of-the-art IEEE 1588v2 time synchronizationsolution is a good choice for replacement of GPS. Furthermore, Huawei is the first to applyIEEE 1588v2 technology to its xPON and xDSL devices. All Huawei access and backboneproducts support IEEE 1588v2 time synchronization and are already in commercial use,including the successful deployment of commercial networks with IEEE 1588v2 solutionsfor China Mobile.

Huawei provides an LTE-enabled transport solution, which enables the aforementioned LTEkey features to realize end-to-end LTE transport, and support a wide variety of LTE applications.

SIMPLIFIED O&MOperation and maintenance (O&M) for mobile broadband networks will become morecomplex in the future as technologies and All-IP applications multiply, and operatingexpenditure (OPEX) for carriers will increase, making OPEX and O&M common concerns forall carriers.

Network management systems (NMSs) are critical to O&M. Traditional NMSs do notsupport cross-domain management, which results in problems such as poor end-to-endservice provisioning efficiency and difficulties in cross-domain demarcation and faultlocation. The iManager U2000, an integrated NMS provided by Huawei, can manage cross-domain equipment in a unified manner; perform visualized O&M; and provide end-to-endservice provisioning, fast cross-domain fault demarcation and location, and alarmsuppression functionality. Huawei also enables end-to-end IP/MPLS or multiprotocol labelswitching transport profile (MPLS-TP) OAM. All of these simplify O&M greatly, improvingnetwork O&M efficiency and lowering OPEX.

In recent years, uptake of mobile broadband subscriptions has rocketed inparallel with the rise of smart terminals such as Apple's iPhone and otherAndroid-based devices. According to Machina Research, mobile broadbandphones in use worldwide will grow from 2 billion at the end of 2011 to 9billion by 2020. With easy access to cloud services from companies such asApple, Google, and Amazon, mobile broadband subscribers are now privy toubiquitous, undifferentiated, high-quality services. However, existingnetworks are struggling to meet these service needs and provide a Zero-Waituser experience. Therefore, it is time for ubiquitous ultra-broadbandnetwork architecture.

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For most operators, LTE is either in place or on the way, but this is not enough to stay onthe good side of consumer sentiment. A new operational model will be needed, with a newbusiness model along with it, which combined will enable increased agility & cost efficiency,enhanced monetization capability, and improved user experience.

INCREASED AGILITY & COST EFFICIENCYIn the connected world, if operators wish to keep user loyalties from straying to trendynewcomers, new & dazzling services will need to hit the market as often as Hollywoodblockbusters, but this will require a network infrastructure far more flexible than the point-to-point architecture of days past.

SOA is the most promising open architecture on the market, but it cannot be leveragedunless operators adopt compliant infrastructure & software; the integration of the lattercan be simplified using the Unified Information model, along with business processtemplates and configurations.

Customization of new offerings is always costly and time consuming. TM Frameworxcertification/compliance is the industry’s gold standard in this area. Out-of-the-box features andprocess templates should be fully utilized to reduce implementation costs. Huawei’s BSS/OSSsolution is standards-based, meaning that it is compliant with both TMF and SOA, as well as the3GPP diameter standard for real-time rating and charging, as well as policy management.

Considering the sheer number of services that will be created in the near future, acommon reusable service at the OSS/BSS layer will be needed for all domains andnetworks that accommodate the current multi-technology environment and is capable offuture extension (provisioning, policy management, charging, service/QA, and inventory);Huawei Convergent Ordering provides a feasible solution. A common order template forvarious business areas (mobile, fixed, internet, data, and VAS) is being used and stored in asingle catalog, rendering the ordering process consistent and vendor-agnostic.

IMPROVED MONETIZATION & EXPANSION Mobile operators must ensure support for all services & processes across all businesslines, and support new business models for future services such as app stores, MVNx, andM2M/cloud services. A converged real-time charging & billing engine is definitely needed,flexible enough to accommodate various charging models for said services. Huawei’sSMART Charging solution provides the most comprehensive, out-of-the-box, versatile, andinstantaneous charging models, including unlimited plans, tiered pricing, bundling, policy-based charging, and content-based charging.

Furthermore, a powerful marketing tool will also be needed that tailors promotionalinformation for the terminal end instantaneously, both in terms of the product being offeredand the media employed (SMS, email, pop-up); Huawei’s business intelligence (BI) solutioncan help. BI helps operators extract and analyze customer data critical to any operator’smarketing efforts.

After findings and results are passed to the charging engine, , the SMART Chargingsolution will leverage the available information to proactively upsell and cross-sell newproducts/services on a real-time basis, while Huawei BI also features tariff optimization,which forecasts marketing results and profits for various tariff scenarios and providesrecommendations as to which, if any, would be most optimal.

INTEGRATED CUSTOMER EXPERIENCE

Service quality & fulfillment assuranceWith 1% of users now using 50% of traffic, there is a growing need for restrictions on heavyand low-value users. A robust and comprehensive PCRF-enabled charging engine will berequired to ensure network resource utilization in line with an operator’s QoS policy. HuaweiSMART charging differentiates charging by a wide variety of criteria, including location, timeof day, traffic level, and function (social media, video, general surfing).

Customer expectations change frequently, which makes the continuous refining of QoS anecessity in order to keep QoE optimal; operators must develop a service model thatcorrelates the two, but this cannot be done ad hoc, as KPIs must be compliant with industryQoS standards. Correlated, effective procedures and tools will be needed to continuouslymonitor and report QoE indicators, which will be compared against benchmarks. Huawei’sService Fulfillment & Quality Assurance solution does all of the above comprehensively,keeping operators one step ahead of the game.

Integrated customer service Operators must provide ubiquitous customer service 24/7, in a flexible manner best suitedto the comfort levels of the various customers (in person, over the phone, online).

The service center is the primary customer contact point, making it the most vital target foruser experience integration. Huawei’s contact center solution enables operational personnel toview and control various services through a single software interface, which saves a lot of thetime and trouble expended now switching between different software suites.

While this sounds quite wonderful, it is not the whole story. The more services an operatorlaunches, the more assistance customers need, which will keep the kiosk/call center staff atany CSR operator busy playing defense rather than advancing the product. Customers also willnot appreciate the waiting involved with this situation, and the problem will be compounded ifthe staff is less than familiar with the issue at hand. A mobile app would seem the ideal way tokeep these lines from forming; it would come in the form of a self-help application that wouldallow customers to manage their own account. Users would be able to subscribe or cancelservices, view monthly statements, and pay bills via Mobile Money. It would also function as amobile marketing platform, as new services could potentially be demonstrated for users,which is far more effective than merely talking about them.

Effective monitoring, ensured performance QoS assurance in a complex infrastructure is always a major concern. To track networkperformance and respond to issues in a timely fashion, operators need another robustsolution that reaches any corner of the network instantaneously. Operators would need aseries of probes with dashboard functionality that display various QoE indices, and indicateany abnormality and the corresponding recommendation in any part of the system. Thisdashboard would be powered by a comprehensive OSS/BSS monitoring platform at the backend, and it would be crucial to both operational management and customer expectations.Time is a critical factor in fault handling. If operators are informed of any issue in real time,immediate action is possible. Otherwise, customer complaints will function as alarms, andany operator in this position would fade into irrelevance overnight.

Considering the significant outlays operators have made into their infrastructure, theyneed ROI before you can say “annual report.” BSS/OSS is being called upon to increasinglytake on strategic corporate initiatives and make them happen; their implementation willenable new services, revenue streams and pricing structures that could offset the costs ofkeeping up with network demands and customer needs in the connected world; Huaweioffers all the tools to make this happen.

In simpler times, circa 2004, ‘kilo’ was the prefix of network traffic. But then,phones like the RAZR started dazzling the public, bringing the prefix ‘Mega’along with them. But shortly after, Apple did something odd and made aphone, which proved to be something more than the iPod that rings thatpeople were expecting; and the rest as they say is history, and by the rest, wemean the sanity for the life of a network operator, as network traffic is nowgrowing at a compound annual growth rate of 92%. All those little screenswe carry with us now are changing how we live our lives much faster thanthe arrival of television or the Internet ever did. A new scale of connection isemerging to keep people in the style to which they have grown accustomed.Welcome to the connected world.

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Figure 1: Convergent Ordering (BSS+OSS)

Smartoperation in theconnectedworld

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INTELLIGENT TRAFFIC MANAGEMENT | BYTEMOBILE

Redefining Mobile: The Network is the Issue

Chris KoopmansChief Operating OfficerBytemobile, Inc.

And it’s not just happening at the devicelevel. Most YouTube content isavailable at higher resolutions, and

premium content on sites like Netflix isavailable at an even higher resolution.If the devices are ready and the content is

there, then what is the issue? The network isthe issue. Mobile operators require theability to assess how much more data traffica new device and bandwidth-intensivecontent really mean for their network – andto plan accordingly.

RESOLUTION = TRAFFICOf great concern is the fact that as devicecapabilities improve, subscriber demand onnetwork resources grows disproportionately.Currently, the majority of video served overmobile networks is 360p. At this resolution, afive-minute video generates approximately10-15MB of traffic.Bytemobile has found that subscribers with

Android devices tend to request lower-resolution videos – typically 240p – moreoften than those with iOS devices, whilelaptop subscribers are least likely to requestlower-resolution 240p video. As you wouldexpect, requests for low-resolution videogenerate lower data volume than higher-resolution video requests. Although themajority of iOS and Android devices requestlow-resolution video most of the time, it is thefew requests for higher-resolution video thatmost impact network capacity.

If a mobile data user plays a five-minutevideo with high-definition quality on one of thelatest LTE devices, it could generate as much as75MB of traffic – five times that of a 360p video.For the subscriber, that means

consumption of a 5GB-per-month plan in just70 five-minute videos rather than 350 five-minute clips. For the operator, that means anopportunity to differentiate services beyondvolume-based data plans. Rather than just thenumber of bytes transferred, operators canmonetize the subscriber’s appetite for qualityof experience (QoE).

INTELLIGENT TRAFFICMANAGEMENTWith current technology, operators have theability to create differentiated data plans whosestructure transcends mere volume. Using trafficanalytics, operators can track mobile datausage patterns and capture QoE informationsuch as web page download speeds, sharpnessof video content as determined by resolution,and smoothness of video play as indicated bythe amount of stalling. This provides usage-based QoE measurements for differentiateddata plans such as: • Gold: web browsing, email and high-definition (HD) video delivered withhighest priority

• Silver: web browsing, email and standard-definition (SD) video delivered with best-effort quality

• Bronze: web browsing and email

Using intelligent traffic managementtechnology, operators can map QoE to subscriberexpectations without unduly taxing networkresources, while maintaining the best possibleuser experience at all levels. For example, duringperiods of network congestion when videostalling typically occurs, adaptive trafficmanagement ensures that Silver subscribersenjoy continuous play at a lower resolution, whileGold subscribers maintain HD quality. This differsdramatically from traditional service modelsbased on megabytes and megabits – metrics thatare irrelevant to subscriber value.

SERVICE DIFFERENTIATION FORPROFITABLE REVENUEConsider the service model of the airlineindustry. Passengers that pay for First Classexpect certain levels of comfort and service –priority boarding, a larger seat with more legroom, better meals, and other in-flightamenities. Similarly, passengers that pay forBusiness Class have higher expectations oftheir flying experience than those that buyEconomy Class tickets. Passenger appetitesfor quality drive the airline’s revenue mix andcost structure to determine profitability.This differentiation can also be applied to

mobile networks, providing operators with aservice model based on QoE. Goldsubscribers receive superior data service atFirst Class monthly rates. Silver subscribersreceive above-average service at BusinessClass rates. Bronze subscribers receiveacceptable service at Economy Class rates. For example, with the ability to

dynamically detect network congestion, theoperator can offer better quality of service toGold subscribers by applying policy controlsto those that opt for Silver or Bronze dataplans. These controls free up bandwidth inorder to reduce the impact of congestion onthe higher-paying subscribers’ QoE.

POLICY CONTROLS FOR QoEMANAGEMENTWith intelligent traffic management,operators can determine the type of contentsubscribers are accessing and then applycontent-based policy controls to optimizevideo, as well as music, web images,applications, and software downloads. Say, for example, an operator offers its

subscribers a choice of three QoE levels, asmeasured by video resolution and data rate.Gold subscribers can access HD video withan unlimited data rate under all networkconditions. Silver subscribers can view SDvideo at data rates of up to 5Mbps. Bronzesubscribers are entitled to LD video andmobile broadband access of up to 1Mbps. Using adaptive traffic management,

operators can dynamically assess contentand subscriber information in real time. Forinstance, a Gold subscriber is accessing HDvideo, using the Netflix app at a data rate of4Mbps. At the same time, in the same cell, aBronze subscriber is accessing LD video,using the YouTube app at a data rate of200Kbps. The operator can monetize this traffic mix

by offering the Bronze subscriber the abilityto access HD video at a faster rate for alimited period of time – essentially a turbo-charged, per-hour or per-video option forbudget-conscious consumers. With dataoptimization technology, the operator canensure that this improved quality of servicehas minimal impact on network capacity andthereby saves operating and capital costsover the long term.Only when operators can monetize,

optimize and analyze the data traffic ontheir networks will they own the userexperience. This is key to profitable revenuegrowth in the mobile data landscape of thevery near future.

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 22

Bytemobile has tracked video resolution by subscriber request over the pastyear and found that mobile users are moving quickly from 240p to 360p and480p video content. They are also demanding higher-quality videos across alldevice types. As device functionality increases, so does subscribers’ demandon network resources. In 2012, we will continue to see more sophisticateddevices supporting higher-quality content come to market. Today, Apple’siPhone 4 and 4S displays offer 640p resolution, while even newer devicessuch as the Samsung Galaxy Nexus and the HTC Titan 2 support 720p content.

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Truly ManagingCustomer Experiencehas Begun

Today, most operators use Service Quality Management (SQM) to measure customersatisfaction. But the Telecommunications Management Forum (TMF) is redefining SQM.SQM is great for monitoring the network from an operator point-of-view, but comes up shortagainst the challenge of assuring end-user satisfaction. TMF is evolving SQM to ManagedCustomer Experience (MCE). This is more than a name change. This is a fundamentallydifferent approach to managing customer satisfaction – a user centric approach.

WHAT IS A USER CENTRIC APPROACH?A user-centric approach is a disciplined measurement solution for building profitable andstable customer relationships -- at an individual level. Today’s SQM is quite effective forassessing aggregated customer data. But it is not able to maximize customer satisfactionfor individual users. The new approach is like practicing medicine by looking at the healthof individual cells. The benefit to operators is obvious. The benefit to users is that thenetwork works as expected, every time.

HOW DOES A USER CENTRIC APPROACH WORK? To an operator, aggregated network service levels may seem okay. But while overallnetwork reliability is fine, an end-user may have dropped calls due to a device problem, aservice area issue, etc., “For me, it’s just not working. My web browsing on my iPad at myhome works, but email on my Droid does not.” Pinpointing problems will rapidly improvenetwork performance and of course solving customer satisfaction issues and in most casesbefore they happen. Previously, operators used traditional, subjective end-user satisfactionmeasures. Today’s user centric approaches enable operators to use additional objectiveindicators to assess satisfaction by correlating the true association between end-usercontext QoE modeling, PSPU service quality management and multi-technology, multi-vendor network performance optimization to deliver (a) precise Customer ExperienceIndicator (CEI) calculation (b) Aggregated Per Service Per User-oriented QualityManagement and (c) Targeted Business Value Analysis which shall ensure superiorcustomer experience.

Bits and pieces of data are useful only if they create value for the customer or shareholders.Providing PSPU data to a data miner not only produces quick network fixes, but more

importantly, it can provide information for proactive and predictive measures. Additionally, thedata can be used to produce a Customer Experience Indicator (CEI) score. This is a patentedmeasure of customer satisfaction using an algorithm of PSPU data and survey results.

WHAT ARE THE KEY CONSIDERATIONS FOR SELECTING A USER CENTRICSOLUTION?A user centric solution requires a significant investment of operator time and money.Choosing the right partner is of paramount importance. A great partner can:

Provide a total product portfolio that covers the entire requirement for multi-vendor,multi-technology networks. To manage complex multi-layered services there is a need toadapt to growing and changing network requirements for managing Next GenerationNetworks in combination with legacy systems. In many cases to determine the root causethere may be a need to correlate the aggregated indications from multiple sources i.e.applications, devices, to view the total interactive process flow for a particular session. Thecollection and interpretation of these indicators require the understanding of allcomponents in today’s multi vendor/technology environment.

A highly trained and experienced field support group is not only capable of performing therequired testing but also skilled in accurately interpreting the results and recommendingthe optimum solution. The entire exercise of gathering data and conducting surveys isworthless unless the results can be properly evaluated, correlated, and analyzed to producemeaningful results. These results must be accurate and reliable since they form thecornerstone for the entire exercise and there is no room for error. Once the results havebeen analyzed and the service impacting issues have been identified an action plan can beimplemented. The success of any project relies heavily on the partner having a highlytrained and knowledgeable field support group.

Willingness to commit to a true partnership as this process can only be successful with acollaborated effort with mutually beneficial goals and results. A user centric solution is along term detailed process requiring a joint commitment from both parties to ensuresuccess. The partner must be capable of demonstrating a strong, long term, corporate andfinance commitment.

As a result, the user centric approach is uniquely positioned to link the KPI monitoringwith Per Service Per User KQI assessment to enable User Centric Context Modeling andresult in the collaboration for business excellence.

Today’s challenge for building a profitable mobile broadband business is toincrease capacity and improve end-user satisfaction. Increasing capacity isstraightforward – we all know how to play that game. But improving end-usersatisfaction requires a shift in thinking.

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Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 23

Trevor CheungDirector of HUAWEI SmartCareservice solutions marketing

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Learn more: visit us at hall 8/stand A111.

WE’RE TRANSFORMINGTHE MOBILE INTERNET.

12:55

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CISCO | WI-FI

A New Chapter for Mobile?How Wi-Fi Will Change the Mobile Industry as We Know It

Stuart Taylor, Cisco Internet Business Solutions Group (IBSG)

The growth of mobility—and the way ithas changed our lives—isunprecedented. In 97 countries around

the world, there are now more mobile devicesthan people.1 The Cisco Visual NetworkingIndex (VNI) predicts that global mobile datatraffic will increase 18-fold 2011 to 2016,reaching 10.8 exabytes per month.2 Mobileoperators are struggling with how they canprovide customers with the mobilebroadband experience they expect in a cost-effective, scalable, and profitable manner. Anumber of primary changes in themarketplace might indicate that thetraditional mobile industry is on the brink offundamental change:

• Massive growth in Wi-Fi-enabled devices:Nearly all personal mobile devices,including smartphones, tablets, cameras,and game consoles, are now Wi-Fi-enabled.

• Almost half of network traffic growth isWi-Fi: Cisco VNI predicts that mobile willconstitute only 8 percent of total IP trafficby 2015, while Wi-Fi traffic will represent46 percent.2

• Significant growth in Wi-Fi access points:Globally, nearly a quarter-billionhomes4and more than 4 million publicspaces have Wi-Fi access.4

• A growing move toward free access to Wi-Fihotspots:More than 55 percent of all globalpublic Wi-Fi hotspots were free in Q2 2010,5

and many wireline broadband providersbundle free access to public hotspot networksin their home broadband subscriptions.

• Wi-Fi is becoming a viable mobile dataoffload technology.

• Wi-Fi is becoming part of a broaderwireless network design: Wi-Fi not onlycomplements macro cellular networks, butis also a fundamental component of smallcell architectures.

A NEW MOBILE PLAYER IN TOWNGiven these crucial changes, we believe thatWi-Fi has truly come of age and nowrealistically represents a viable wirelessaccess network. We have developed sixassertions on the future of Wi-Fi and itsrelationship to traditional mobile networks:

1. Wi-Fi Covers Most of the Places WhereWe Are

Research shows that 80 percent of the time,people connect to the mobile Internet fromtheir home, office, or other indoor location—allareas that are sufficiently addressed by Wi-Fi.6

2. Much of What We Do Is Nomadic, Not MobileThe same research revealed that two-thirds ofthe top activities on smartphones wereprimarily nomadic rather than mobile. Nomadicactivities include email, web browsing, andgaming, but also new activities such as usingproductivity tools and making video calls. Wi-Fiis perfectly adequate for these activities.

3. New Nomadic Devices Will Consume EvenGreater Amounts of Mobile Data

While a smartphone typically consumes 24times the data of a standard mobile phone,tablets and laptops consume 122 times and515 times more, respectively.2 The good newsis that most tablets and other data-hungrynomadic devices are Wi-Fi enabled, allowingthem to avoid using mobile networks.

4. Consumers Will Happily Use Wi-Fi as aSubstitute for or Complement to MobileNetworks

The research revealed the startling fact that, onaverage, U.S. smartphone users were alreadyusing Wi-Fi a third of the time to access theweb, instead of using a mobile network.

5. Wi-Fi Can Offer a More Cost-EffectiveSolution and a Better User Experience

Consumers are rapidly realizing the benefitsof Wi-Fi for higher speed, good coverage, anda better experience—all at a lower cost thanthe traditional mobile network. Complex

price structures, higher prices, usage caps,and the fact that most data plans are devicespecific are making users evaluatealternatives to mobile access.

6. There Are Several Ways to Make Moneyfrom Wi-Fi

In addition to the traditional business ofbuilding and managing retail hotspots, thereare now several other viable wholesale andend-user access models where operators canmake money by charging mobile carriers orother Wi-Fi providers, as well as meetbroader strategic objectives such as upsellingor reducing broadband churn.

CREATING WINNING STRATEGIESAs the variety and rapid evolution of Wi-Fibusiness models demonstrate, carefulsegmentation will be crucial for success in theWi-Fi market. First, it is important tounderstand which devices are involved—smartphones, sensors, or Wi-Fi-only nomadicdevices. Second, a clear understanding ofcustomer segments (including mobileoperators, consumers, business users, andhotspot venues) is critical to make sure ofalignment with the best business andoperating models. Finally, operators need tobe clear about their strategic Wi-Fi objectives.Given this business and market diversity,

we need to look at the implications andactions related to developing a successful Wi-Fi strategy in terms of three different types ofservice providers:

Mobile OperatorsThey typically have no Wi-Fi network of theirown or very limited Wi-Fi capability. Theprimary business model for mobile operatorsis cost reduction—using Wi-Fi to offloadgrowing data traffic to avoid significantoutlays in new cellular network equipment.Mobile operators need to consider how Wi-Fifits into their overall strategic positioning,network rollout plans, and customerpropositions and whether they will build orrent Wi-Fi access.

Wi-Fi Network ProvidersThey do not have their own mobile networksbut operate Wi-Fi networks, either in publichotspots or through the extension of homeand business broadband services. Theprimary business models for these providersare (1) selling wholesale access to mobileoperators for data offload and (2) sellingaccess and value-added services to retailhotspot owners, and as part of a churnmanagement tool and sales differentiator fortheir wired broadband services. Theseproviders need to consider how aggressivelythey build out their networks, developfederations and roaming agreements, andidentify new revenue opportunities.

Integrated ProvidersThey operate both mobile and wirelinebroadband networks and typically have someWi-Fi capabilities. The primary businessmodel for integrated providers is to use Wi-Fifor offloading data traffic from their mobilenetworks to reduce cost, manage churn, anddifferentiate their fixed broadband offers.Integrated providers need to consider how tosuccessfully bundle mobile and wirelinebroadband, integrate networks, and quicklyand effectively create a pervasive Wi-Ficapability.Wireless networks will evolve over time,

but one thing is certain: Wi-Fi is a criticalelement of current and future mobilenetworks. The proliferating demand formobile connectivity means that there is morethan enough business to go around. Successwill depend on the coexistence of traditionalmobile, Wi-Fi, and other next-generationwireless access technologies.

Endnotes1. International Telecommunication Union, October 2010.2. Cisco Visual Networking Index, 2012.4. IDC, November 2010.5. In-Stat, August 2010.6. JiWire, June 2010.

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SENIOR SERVICES | EMPORIA TELECOM

Eveline Pupeter-Fellner, CEO, Emporia

USE OF SMARTPHONES:It is interesting to look at what smartphoneusers are doing on their mobiles. In a recentOFCOM survey of UK smartphone users, lessthan half regularly surfed the mobile web andless than a third regularly listened to music.Only one in five regularly downloaded apps.This suggests that, despite the growth insmartphone numbers, the take up of serviceson them is still relatively low. This is a worry for the industry. Today’s

smartphone users are the early adopters –those who embrace technology. If less thanhalf are regularly using the core features ofsmartphones, what is the likely adoption bythe rest of society?Of particular interest was the use of

smartphones by the small number of over 55sthat currently use them. Over the last tenyears a lot of effort has been dedicated tohelping older people in three different groupsto adopt and use mobile phones: those whohave never had a mobile before; those whohave used one but have struggled, and thosewho simply do not want or need a device withmore than talk and text. As additionalservices are developed, we want to deliverthem to seniors, but which services are mostrelevant?

TAKING SENIORS BEYOND TALKAND TEXT:When the over 55s who did havesmartphones were asked by OFCOM whatthey used their mobile for, three specificfunctions were most popular: email;maps/navigation and taking and sendingpictures on phones. This was interesting. We

recently conducted research amongst over60s on future mobile services people mightwant and be prepared to pay for. In the research, sharing pictures over

mobile devices, particularly acrossgenerations and email capability were two ofthe top three answers. The third wasmapping orientation – not necessarilynavigation from A to B - but help finding thenearest bank, pharmacy or taxi rank,particularly in unfamiliar surroundings. Some people might conclude this suggests

that seniors could be a rich potentialaudience for smartphones. I would take adifferent view.What we have observed through our

partnership with the globally renownedUniversity of Cambridge Design ResearchCentre, is that older people are some of themost savvy and exacting customers youcould meet: they know what they want andthey demand it be convenient and relevant.They are not afraid of technology but theyare not prepared to waste time learningcounter intuitive functions and features. Delivering to this demand has been the

guiding principal of our design efforts to dateand will continue to be. If it is not possible tomake a function incredibly easy to use, then itis not included.

A SMARTER PHONE STRATEGY:A smarter strategy for the future of the seniormobile market is not ‘smartphones forseniors’ but phones that are as smart as theyneed to be and as easy as possible to use.The vision is to offer devices that are costeffective, supported by services that are fully

integrated with the devices, incredibly easy touse and focused just on the functions peoplewant. They will be quick to roll out to ageneration that has the time to use them andthe money to pay for them.

THE GENERATION GAPModern society means that families cannotalways be as close as they want to be.Modern technology can help to bridge thesegaps. The target audience, the over 60s,often have time and money. What theysometimes do not have is personal contactacross the generations of those close to them.As families become distant, staying in touchbecomes harder. The mobile phone has donemuch to help this but we can do much more.The focus now is to enhance our hardwarewith software services and applications thathelp generations communicate moreeffectively. The vision is as simple as thephones are to use: delivering services thatconnect generations.Imagine the magic of being able to see

grandchildren grow up from a distance in realtime, by sharing images and videos from onephone to another over the mobile network.The experience of being able to talk whilstsharing images through the mobile network isonly one of several services that are beingdeveloped for customers and their children

and grand children. Enhanced interactionbetween generations based on image sharingor joined calendar sharing (with emotionaland personal reminders) will be at the heartof these new services and deliver a level ofcloseness and intimacy not previouslyexperienced through mobile. These services will be integrated with the

easiest phones in the world to use, deliveringa smart experience on an accessible device.This is not a smartphone, it is a smartstrategy to enable any user, regardless of ageor technical expertise, to enjoy an enhancedexperience through mobile. It providesoperators with the opportunity to deliverservices that anyone can experience andenjoy, without having to buy an expensivemulti-functioned device.

CONCLUSION:The mobile data revolution is happening, andwe need to understand that it is happeningdifferently across different customersegments. Smartphones are not the answerfor everybody, but smart services will alwaysenjoy success. Whilst smartphones have aplace in the market, the industry would befoolish to wait until smartphone penetrationis significant before introducing meaningfulservices to all users. Phones do not need tobe any smarter than the services they deliver.

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 26

Smartphone orsmarter strategy?How operators can bringgenerations togetherwithout the need forsmartphones everywhere:In the past two years the hype around smartphones has rocked the industry.Currently in Europe every other mobile phone sold is a smartphone.However around two-thirds of today’s mobile users are using non-smartphones: mainly for voice, text and other features. Even those withsmartphones are not necessarily using many of the functions.

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BEYOND IPX | TATA COMMUNICATIONS

Winning at MobileBroadband — AddressingInter-Provider Challenges

Allan Chan, Executive Vice President, Tata Communications

As users demand “more, anywhere, now”,and more over-the-top players enter themarketplace, mobile operators are

under even greater pressure to deliver servicesmore efficiently, while being agile enough torespond to changing requirements. At the sametime, the proliferation of new applications,particularly in terms of interactive richmedia, challenges operators to enable andmonetize rapid innovation from a diverseecosystem of players to transcend basic“delivery pipe” status.Winning at mobile broadband requires

operators to examine their strategies acrossall aspects of business – network, serviceinfrastructure, operations and businessarrangements – to optimize on three keysuccess levers: efficiency, quality userexperience, and innovation. In short, mobileoperators need to solve, in parallel, how todeliver existing services better with greaterefficiency and build capabilities to quicklyenable future services. In addition to tackling these challenges

within their home networks, mobile operatorsalso recognize the importance ofinterconnection with other operators orcontent providers to deliver services to usersoutside of their networks. Effectiveinterconnection and interworking betweenservice providers, or breaking down the“walled garden”, is crucial to acceleratingadoption of new broadband-enabledapplications, such as video streaming,conferencing or multi-user gaming. However,

the complexity of interworking multipliesexponentially with an increase in the numberof operators and the number of real-timeservices. IPX was developed to facilitate effective

inter-provider network interconnection, butmobile operators need solutions beyond IPXto tackle the full range of challenges.So how can operators address the three

success levers for interconnection to driveefficiency, deliver quality experience andmonetise innovation?

DRIVE EFFICIENCYAt the network level, a key challenge is tomanage service-specific networks whileadapting to growing bandwidth demand foreach application. Operators can driveefficiency and improve utilization byconsolidating network infrastructure throughshared access for multiple services over acommon IP-based infrastructure. Scale,flexibility, low costs and multi-service supportare required functions for the inter-providernetwork as for the core network.For existing services, driving efficiency

translates to consolidating network forshared access, streamlining operationsprocess, and simplifying interconnectarrangements. For example, access to aleading on-net mobile service community, assuch signaling or video conferencing, allowsoperators to connect to a network of providersto expand coverage without the complexity ofmanaging bilateral arrangements.

Further, operators can considermanaged services from experienced thirdparties. This can further streamline inter-provider relationships, end-to-end servicedelivery, and operations. The industry hasa strong track record of leveraging outsideexpertise and resources to augmentinternal capabilities. This managed optionis gaining greater acceptance for inter-provider interconnect functions, such asmanaged roaming hub, managedinternational voice termination, security,and revenue assurance. Looking forward, operators should ensure

that their service infrastructure can supportthe evolution of existing services, such asvoice over LTE and LTE roaming, as well asthe emergence of bandwidth-intensiveinteractive rich media applications.

DELIVER QUALITY USER EXPERIENCEUser experience is defined by not onlycustomer service interactions but also servicedelivery experience, including service quality,bandwidth, availability and new serviceofferings. By enabling their users to reach extended

service communities through interworking,operators multiply the value delivered. The service delivery experience can be

improved by having the right networksupport. Access to multiple service optionsover a common network allows operators toselect the right transport mechanism, with theright mix of security and QoS support, todeliver the right customer experience. Newservices can be readily deployed withoutseparate network infrastructure to satisfyuser needs with a faster time to market. End-to-end QoS management with application-enablement functions, such as media streamprocessing and policy management, enhancethe customer experience by enabling richmedia applications such as video and gaming.Finally, active network and service levelmonitoring and reporting allow operators toproactively address service availability andquality issues that could negatively impactthe customer experience.

MONETISE INNOVATIONWith significant investment in mobilebroadband, operators are looking for ways tocreate new revenue streams. A multi-serviceIP-based network enables operators to rollout new services faster by reducing networksetup time. Value-added applicationenablement solutions offer opportunities tomonetise on differentiated user experienceacross services, particularly for rich mediaapplications. By allowing applicationproviders to leverage these applicationenablement or managed operationscapabilities, operators create win-winscenarios for faster revenue growth.

CONCLUSIONTo drive efficiency, deliver quality userexperience, and monetise on innovation,mobile operators need to consider network,services, operations, and businesscomponents for mobile broadband inter-provider service delivery and management.Opportunities exist to create the rightinterconnect infrastructure beyond IPX foroperators to win at mobile broadband. Thisinvolves leveraging managed operations andservice delivery alternatives, along withsmarter infrastructure decisions, simplifiedinterconnect arrangements and applicationenablement.

Mobile data growth continues to accelerate, fueled by the adoption ofsmartphones, social media and video applications. As more mobile serviceproviders move to 4G/LTE to manage this growth in their home networks,the road ahead to support service delivery outside the home network (e.g.,for roaming) remains relatively uncharted. IPX has attracted interest as a steptowards inter-provider connectivity for rich media applications. However, IPXis insufficient to address all inter-provider challenges faced by mobileoperators. Growing user demands for diverse and unpredictablebroadband services, along with disruptive technologies, a changingcompetitive landscape and a dynamic ecosystem, are driving operators to“do more with less while delivering quality and enabling future innovation”– all in their quest to win at mobile broadband.

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1 2 19:45

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Join AdaptiveMobile at the Mobile Security ForumWednesday 29 February 2012

11:15 to 13:30 including Networking Lunch, Hall 7, Auditorium C.

Spaces are limited and attendance requires prior authorisation.Please email [email protected] to confirm your attendance.

Meet with AdaptiveMobile, Hall 4, Level 6, Hospitality Suite 4.6HS01

www.adaptivemobile.com

Protecting Trust in Your Network

19:45

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Q: This is your first MWC as DirectorGeneral of the GSMA. What do youexpect to be the highlights of thisyear’s show?

A: With more than 60,000 attendees expectedhere this week in Barcelona, Mobile WorldCongress 2012 will be a record edition. Wehave an unparalleled lineup of executivesin the conference programme, anexhibition with more than 1,400 leadingcompanies demonstrating cutting-edgesolutions and services, our MinisterialProgramme with delegations from morethan 130 countries and internationalorganisations, and innovative programmessuch as App Planet, mPowered Brands andthe Forum Series. It is clear that MobileWorld Congress is the must-attend mobileindustry event of the year.

I think we will see a lot of new devicesthis week, particularly tablets andsmartphones. And we will see many other

new connected “things” – the GSMA,along with operators AT&T, KT andVodafone, has a Connected House here,and will be showcasing the latest inembedded mobile technology.

We will get to learn about the latestdevelopments in mobile technologies andservices, such as Near FieldCommunications, LTE and RichCommunications, among others. And wewill see and hear about how mobile ispositively impacting other industries, suchas automotive, healthcare and education,just to name a few, through the conferenceprogramme, seminars and exhibits.

Q: What are the major areas of focus for theGSMA right now?

A: The GSMA works on projects and initiativesthat address the collective interests of themobile industry and of mobile operators inparticular, and there are a handful of

Spectrum

The future of mobile depends on operators having timely and reasonable access tothe necessary spectrum resource. At the conclusion of the recent WorldRadiocommunication Conference 2012 (WRC-12) in Geneva, the GSMA commendedgovernments representing more than 150 countries attending WRC-12 for recognisingthe critical role that spectrum plays in bringing the enabling power of MobileBroadband to citizens around the world. The International Telecommunications Union(ITU) has committed to identifying additional spectrum requirements for thedeployment of International Mobile Telecommunications (IMT) Mobile Broadbandglobally, ensuring that future spectrum allocation is on the agenda at WRC-15.

“The GSMA is extremely pleased that many countries have recognised the need tosecure the future of Mobile Broadband and along with our members we standcommitted to the success of the ITU’s work,” commented Ms. Bouverot. “By takingaction now to secure more spectrum, mobile operators will be better positioned tomeet the mobile data needs of billions of consumers well into the future. We lookforward to working with governments and regulators over the next three years toidentify the spectrum needed to deliver the vision of providing low cost, ubiquitousbroadband all over the world.”

The GSMA will host a Spectrum seminar on Thursday, 1st March, 11:30-13:30 in theGSMA Seminar Theatre, Hall 2.1.

Near Field Communications

The GSMA and its members are focused on stimulating the successful globaldeployment of interoperable and SIM-secured NFC services and ecosystems.

The market potential for NFC is significant - nearly 1.5 billion SIM-based handsetswill have been sold worldwide between 2010 and 2016, supporting transactions ofmore than $50 billion globally over the same period according to Strategy Analytics,and momentum is growing.

More than forty-five of the world’s leading mobile operators have committed tosupport and implement SIM-based NFC solutions and services. Commercial NFCdeployments are already underway in France, Japan, Korea, Turkey and the UK, withtrials in many other countries around the world, and we expect to see many morecommercial deployments coming in 2012.

Visit the GSMA Pavilion in Hall 8 for demonstrations of mobile NFC in action, orattend the seminar “NFC: Advancing the Mobile Ecosystem” on Tuesday, 28thFebruary, 12:30-15:30 in the GSMA Seminar Theatre, Hall 2.1.

FEATURE

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At the heart o connected w

Anne Bouverot was

appointed Director General

of the GSMA in September

2011. In this feature

interview, Mobile World

Daily explores Ms.

Bouverot’s vision for the

association, revealing its

major areas of focus today

as well as her plans for how

the GSMA will evolve.

Source: Orange

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FEATURE

strategic initiatives that we are especiallyfocused on, including Spectrum, ConnectedLiving, Near Field Communications (NFC)and Rich Communications. For instance, inSpectrum, we are running an ongoingglobal campaign to secure the spectrumrequired to meet the fast growing demandfor mobile broadband. In NFC, we want toaccelerate the standardised deployment ofmobile NFC using the SIM as the secureelement to provide authentication, securityand portability across many differenthandsets. The GSMA is also working todrive the adoption of RichCommunications, which enablesmultimedia communications to be deliveredin a simple and intuitive way from youraddress book, across any network and anydevice. And in Connected Living, we havemarket development programmes to enablea wide range of devices across theeducation, healthcare, automotive andutilities sectors to benefit from the usage ofwireless connectivity.

In addition, we work on key subjects suchas helping ensure that applicationsrespect users’ privacy, and are efficientlyusing mobile networks; we debate howbest to ensure that investment ininfrastructure and new services cancontinue to contribute to the economy;and we look at how SIM cards andmobile devices can allow men andwomen to carry their identity with themand access places and services…fascinating subjects really!

Q: Looking a little bit further down the line,what would you like the GSMA to achievein the next few years?

A: We are moving to a world where virtuallyeverything in our lives will be connected- . by 2020, it’s expected that there willbe 24 billion connected devices globally,and around 12 billion of these will bemobile – maybe more. This presentstremendous opportunities, forconsumers and businesses, forgovernments, for industries such asautomotive, healthcare, utilities andothers, and for operators and otherplayers in mobile. Of course, reachingthis goal will require us to foster a strongand broad ecosystem to drive theadoption of standardised technologiesand services, as we did in the early daysof GSM technology, and it will alsorequire us to collaborate closely withgovernments and regulators. It’s anexciting new world, and we’re looking

forward to playing a key role in creatingit. We also have an important role inhelping people understand the power ofmobile, how it improves our lives insmall and also very big ways, as well asthe positive contribut ion mobile makesto the global economy.

Q: How do you intend to ensure the GSMAtruly represents the global mobileindustry?

A: Clearly, we are a global organisation. TheGSMA unites nearly 800 of the world’smobile operators - which is really almostall of them - in more than 220 countries,as well as more than 200 companies inthe broader mobile ecosystem, includinghandset makers, software companies,equipment providers, Internetcompanies, and media and entertainmentorganisations. Our key premise is globalstandards and interoperability whichmade the success of mobile possible.Going forward, we are also strengtheningthe way we work with our members inkey regions of the world, particularly inrapidly growing markets, such as Asia,Latin America and the Middle East. Weare building our presence and drivingnew initiatives and programmes in theseregions, as well as continuing to provideadditional support in Europe and NorthAmerica. This is important as bothregulatory perspectives and customerexpectations can differ somewhat on aregional basis.

Q: The GSMA has announced a major newevent in Shanghai this June. What can weexpect from the show?

A: We are very excited about the upcomingMobile Asia Expo – it will build upon thesuccess of our previous Mobile AsiaCongresses, and reflects the strong andgrowing influence of the Asian mobilecommunity on the global stage. Our firstMobile Asia Expo will be held in the heartof Shanghai in a state-of-the-art facility, theShanghai New International Expo Center(SNIEC). The event will continue to attractthe leaders of the mobile industry, but alsoexecutives from retail and brands, as well asmobile-passionate consumers from withinChina and throughout Asia – that elementis something new for us, as our events havemainly focused on the B2B audience.

It will include many of the things that youwill see here at Mobile World Congress - athought leadership conference featuringCEOs and leaders from across the mobileecosystem; an international trade exhibitionshowcasing cutting-edge mobile productsand technologies; and App Planet, ourdeveloper-focused programme. But we arealso introducing some new things, such asthe Deal Hub, a platform that connectsqualified buyers and world-class solutionproviders face-to-face to do business, andwe will have exhibits and programmes thatwill address local “professional consumers”who are interested in the latest mobiletechnologies and services.

Rich Communications

Through Rich Communications, the GSMA and its members will be able to provideconsumers with enriched messaging and voice services including familiar servicessuch as text messaging, as well as new services like video calling and the ability toshare documents and photos simultaneously during calls, regardless of the networkor device used.

Mobile operators from the around the globe are supporting Rich Communications -earlier this year, Spanish operators Orange, Telefónica and Vodafone announced thatthey would launch Rich Communications services to their customers in the nearfuture, with other countries following suit this year.

The GSMA will be hosting a Rich Communications seminar on Tuesday, 28thFebruary, 09:30-12:00 in the GSMA Seminar Theatre in Hall 2.1, and will be offeringdemonstrations of the services in the GSMA Pavilion in Hall 8.

Connected Living

According to analysis from the GSMA and Machina Research, mobile connecteddevices will grow from more than 6 billion today to 12 billion in 2020. This explosivegrowth will support an addressable revenue opportunity for mobile operators of nearlyUS$1.2 trillion by 2020 and will also provide significant growth potential for the entireecosystem.

Visit the GSMA Connected House to experience a vision for the future and a range ofcutting-edge connected solutions. The Connected House is presented by the GSMA,AT&T, KT and Vodafone, along with partners Accenture, Airbiquity, AQ Corporation,Ericsson, 4NSYS, Herit, Intel, KTH, Modacom, Qualcomm, Rsupport, Sony and Zelitron.The GSMA Connected House is located in Hospitality Suite CY13, The Courtyard.

The GSMA is also holding a Connected Day seminar programme, with sessionstaking place Wednesday, 29th February, in the GSMA Seminar Theatre, Hall 2.1.

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MOBILE DATA | MACH

Delivering ServiceInnovation and MarginControl in Turbulent Times

By Morten Brøgger, Chief Executive Officer, MACH

It is clear that while data servicesrepresent a tremendous opportunity forcommunications services providers

(CSPs), they come with their own set ofchallenges. Today, we have uncertaintyaround the global economy and fears thatmany economies will slip into recession.Compounding this are pressures specific tothe telecoms industry, especially aroundintensifying service commoditisation andworries over margin erosion. In some regions,such as the European Union, these issues areexacerbated by regulatory intervention. Data and content services represent

significant growth streams for CSPs, but a data-centric service mix also presents challengeswith speed to market and margin control. Thenthere is the question of network investment.While a legacy service delivery environmentrestricts innovation, there is less confidencethat investments in 4G/LTE will deliver fastROI. Any move to a next-generation serviceenvironment will increase complexity withinteroperability and with how CSPs managetheir wholesale partners. It could also lead torevenue assurance issues stemming fromsystem and process misalignment and thecontinuing threats from fraud. By moving away from an environment

which sees CAPEX as a cure-all for mostproblems, to a cloud-based managed serviceapproach with its associated OPEX model,CSPs can find new ways to invest andcapitalise on the industry trends of today.

MONETISING MOBILE DATA At home, CSPs need to find new ways ofmonetising mobile data. There is evidence thatin home markets the all-you-can-eat model ofdata consumption is unsustainable andoperators will move to tiered pricing. CSPs willalso turn to offload technologies such as Wi-Fito prevent overload of their valuable mobilespectrum. As users roam abroad, the challengeis different with fear of bill-shock preventingusers from switching on data roaming. The

solution to both domestic and internationalproblems can be achieved in a similar manner.By the introduction of real time policy andcharging, domestic subscribers can besegmented and charged related to usage orservice type, and in roaming, subscribers canbe handed back control so that they arereassured of their spend and able to select theservices that they want. MACH’s studies showthat an additional US$900 million globalmarket could be opened up in mobile dataroaming by just removing the fear of bill-shock. While most discussion around mobile data

is subscriber centric, another marketopportunity that requires equally specificcharging and policy control solutions is thewireless M2M sector, a growing opportunityfor CSPs to offer both domestic andinternational M2M services.

SIMPLIFYING INTEROPERABILITYInteroperability between networks is becomingan issue, both for operators and also in terms ofuser experience. From the CSP side, theintroduction of LTE and the rise of Wi-Fi foroffload and roaming increases the requirementfor a seamless approach to service validation andbilling information between different networks.In Informa’s Wholesale Interconnect & RoamingFutures Survey, which examined the challengesfacing roaming and interconnect providers, CSPsrated the challenge of interworking technologiesas their biggest issue. It was higher even thanregulation at 41 per cent. On the other hand,subscribers must be able to switch network typesseamlessly regardless of whether they moveacross LTE, Wi-Fi or cellular connections. There are also commercial issues to be

addressed. For example, can CSPs and WISPproviders (Wireless Internet ServiceProvider) agree revenue share terms? Thismodel is best served by some sort ofinteroperability and settlement hubapproach, managed by a third party. Thiswould extend the GSMA open connectivityhub model to embrace the WISP community.

OPTIMISING WHOLESALEMANAGEMENT With margins under scrutiny in the wholesaleenvironment, it is inevitable that CSPs willwant to investigate opportunities torationalise processes and reduce costs. Theoverhaul of roaming and interconnect billingprocesses to harness common settlementand reporting capabilities presents a clearcost reduction opportunity. While roamingand interconnect billing are disparateprocesses, there is sufficient commonalitybetween them to make this practical. Theapproach enables better visibility of costsand margins in the wholesale environment. Italso provides opportunities to combine‘Steering of Roaming’ with ‘Optimal Routing’for a more complete and unified wholesalemanagement strategy. With data and content services

contributing so much to the success of CSPs’retail businesses, this warrants theintegration of content partner managementand settlement in the CSP’s wholesalemanagement processes.

PROTECTING REVENUEIn a market where revenues and margins arebeing squeezed, it is no longer acceptable forthe mobile communications industry to loseUS$40billion1 per year to fraud. Next-generationservices present new challenges for CSPs. In

order to combat next-generation fraud andmanage next-generation revenue assuranceand process integrity, CSPs are faced with arequirement to handle complex data analysis athigh speed. The ability to harness so-called ‘BigData’ becomes a critical requirement. Next-generation fraud protection and

revenue assurance services are only effectivewhen multiple points of correlation,validation and checking are used to ensureadequate fraud management and revenueassurance processes at the retail andwholesale level. The new generation of fraudmanagement and revenue assuranceplatforms require fast analysis, sophisticateddata visualisation and the sort ofperformance and scalability that havepreviously been unavailable.While the challenges around ensuring

revenue growth and protecting margins aresignificant, they are not intractable. Byembracing a cloud-based managed serviceapproach to the monetisation of mobile data,as well as to the key processes aroundinteroperability, wholesale partnermanagement and revenue protection, CSPswill put themselves in a strong position toenjoy the fruits that mobile dataconsumption growth has to offer, whilstleveraging the OPEX model benefits that acloud model can bring. 1. CFCA 2011 Survey

The situation facing operators at this year’s MWC is quite similar to last year.Voice service revenues continue to decline, while global mobile data usecontinues to rise. Indeed, industry analyst firm Informa Telecoms & Mediahas predicted that revenues from mobile data will have grown from US$210billion in 2009 to more than US$450billion by 2015.

“In a market where revenues and margins are being squeezed,it is no longer acceptable for the mobile communicationsindustry to lose US$40billion per year to fraud.”

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JDSU PacketPortalTMRedefining Customer, Contentand Network Intelligence

We need to move away from categorizing users as subscribers and start thinking aboutthem as customers. Personalized intelligence is needed to examine what services are beingused on a regular basis and how these applications help the customer better interact withtheir friends, families and colleagues.

Today’s systems just don’t provide the granular information service providers need tomove their business onto the next level. You get data from billing systems about what youcharge for and you get to hear when things go wrong if the customer complains about aservice. You can also gather data from network elements which provide some metrics in aparticular spot in the network and you get probe based data from key aggregation points inthe core. This current model is just not keeping up with the unprecedented demands placedon it… you end up with noise when what you need is actionable intelligence… something hasgot to change to remove these major blind spots.

Sometimes a solution comes along that breaks the mould. It doesn’t just evolve themodel it turns it on its head. That is just what JDSU’s PacketPortal solution has done.PacketPortal brings a revolutionary approach to data capture, distribution and analysis. Byharnessing a cloud approach to intelligent information it revolutionizes the way data iscaptured, how it is analyzed and offers service providers the ability to now see the networkthe way their customers experience it.

REVOLUTIONARY NEW APPROACH TO DATA CAPTURE AND ANALYSISIn the same way it is economically impractical to erect large mobile towers everywhere, itis uneconomic to deploy standalone data collection probes everywhere throughout thenetwork – and the network edge is exactly where you need to be – close to the customer togather the intelligence you need. If you can decouple the data collection and filtering fromthe management, aggregation and analysis and then distribute throughout a cloud-basednetwork you can dramatically reduce the cost, footprint and complexity of capturing richintelligence about the network, the content and your customers’ experience… this doesmean developing unique technology to shrink the capture and filter capability into a microform factor that can then be embedded in every device… and this is exactly what JDSU hasdone. In the first version of PacketPortal the data collection capability is embedded in anSFP (Small Form factor Pluggable), about the size of a USB memory stick. Every networkdevice connected through optical interfaces has an SFP to interface to the network. Theseare standard industry interfaces so now every element can have an embedded probe – andwhat this delivers is unprecedented and massive scale on reaching critical information.

Once you have remote data collection so dramatically reduced in size, cost and energyconsumption it is what you can now do with the information that really opens up newopportunities. You can now get on-demand, targeted and personalized data to support yourcustomer, content and network intelligence. In fact, PacketPortal is an open platformsupporting key applications out of the box, turbo-charging existing applications and alsoenabling a whole range of new applications through partnering.

Michael Howard, principal analyst of carrier networks at Infonetics Research, sharesJDSU’s philosophy. “Service providers are challenged by traffic volumes and logjams, butthe source and location of these is unpredictable. PacketPortal is a first-of-its-kindinnovation: intelligence embedded in an SFP, that can be used in the ports of networkproducts placed anywhere in a service provider’s network. With PacketPortal, carriers havethe flexibility to detect problems, isolate them, and solve them in minutes rather than hoursor days -- and use the intelligence for customer analytics.”

And this is only the beginning. This breakthrough technology can be embedded in awhole range of devices that include mobile handsets, set-top boxes, line-cards andnetwork instruments.

ENABLING OPERATIONAL EXCELLENCEWith always on remote access to the network edge, service providers can dramaticallyreduce the time it takes to find, isolate and fix service affecting issues. All your nodeBs,enodeBs, DSLAMs, CMTSs, routers can be always ready to filter intelligent data right downto an individual customer. Because issues can be addressed in real-time there is no needto find rack-space or a LAN tap at the network edge and then gather data after the event.Fixing that mobile LTE handover issue or that IPTV service problem now takes minutesrather than days.

TalkTalk, a UK operator is focused on delivering the best value broadband services toconsumers and businesses. “Partnering with JDSU to take early advantage ofPacketPortal’s ability to deliver unique customer intelligence will allow us to exceed ourcustomers’ expectations combined with delivering significant operating efficiencies andsetting the foundation for innovative and exciting new services”, said Graham Bishop,Engineering Director, TalkTalk Technology.

REVENUE GENERATIONNot restricted to monitoring applications, PacketPortal goes beyond network management,offering information reach that can provide invaluable insight on customer usage. Thisgranular information is what service providers need to tailor their network and expand theirservice offerings. For consumers this means a much more engaging online experience withfewer operational interruptions and more exciting services designed personally for them.

NEW BUSINESS MODELThis unique cloud based approach to intelligence gathering positions PacketPortal as avalue-creating platform that can help operators change the way they do business. Now withthe ability to leverage the invaluable information hidden in the network, a new approach tomanaged services, cloud hosting, content delivery and applications provisioning can bediscovered.

The JDSU PacketPortal solution represents a unique and revolutionary approach tocustomer, content and network intelligence. An innovative cloud-based approach toembedded data capture, distribution and analysis brings massive scale to solving complexissues while improving margins and revenues. And with an open platform you can enabletoday’s and future applications.

Now, you can see the network the way your customers experience it.http://www.jdsu.com/go/packetportal

Come and visit JDSU here at MWC: Hall 1, Stand 1G63

We are at a crossroads; an inflexion point. It has never been more exciting to bein the communications industry. Everyone wants to be “always on” – neverwanting to miss the latest tweet, Facebook update, email, YouTube video – oreven the next level of Angry Birds! In this age of mobile communications, thechallenge for service providers to improve their margins, revenues and servicequality is multiplied by the proliferation of smart devices, on-demand videosand social media content. Even though data usage growth is staggeringbringing huge opportunities it is also ushering in new challenges.

ADVERTORIAL

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POLICY CONTROL | AMDOCS

Beyond Policy and Charging – What’s Next in 2012?

David Sharpley, Vice President,Amdocs

Policy control brings intelligence anddynamism to the subscriber dataexperience by controlling what

resources or services can be used and underwhich circumstances. With bandwidthmanagement as the primary use case of thelast 12-24 months, the role of policy isevolving, enabling the transition from flat-rateplans to innovative dynamic experiences thatappeal to different consumer and businessusers. Let’s examine some of the key topicsthat are shaping the policy discussion in 2012.

1.MOVE OVER 1ST GENERATION POLICYMany operators are re-evaluating legacy 1stgeneration policy systems that were uniquelyfocused on tactical use cases to limit bandwidthconsumption for applications such as BitTorrent, Skype, apply fair usage controls, andprovide a single point of enforcement to thenetwork via the gateway. These systems arechallenged on two key fronts. First, they areunable to support the use case potential thatoperators demand, which now requiresinteraction in particular with charging and ITsystems. Second, these systems are not able tomeet the performance demands of increasinglycomplex use cases (what we call the use casetax) and the sheer growth in mobile datatransactions. Some legacy systems will continueto work in the background uniquely focused onfair usage or bandwidth controls, andincreasingly co-located with more sophisticatedpolicy and charging solutions that support abroader set of innovative data services.

2.THINK DATA EXPERIENCE VS. DATAPLANToday’s customers don’t just want a data plan– they want a data experience. Simply put,the data plan paradigm is shifting. Plans willno longer be just about simple per megabyte

volume limits. Instead, they will be anchoredaround personalized data experiences thatare aligned to customer behaviors, and to thecustomer’s context – where are they with thecurrent plan, are they roaming, what deviceare they using, etc. This is where policy comes in – it brings

intelligence and dynamism to plans that canbe targeted at specific user segments, theapplications they value highly, with dynamicoptions for new offers and services. Forexample, plans with a strong focus on socialnetworking applications, plans that featureshared quotas and credits for WiFi usage forbusiness customers. Policy also enables newservice models, such as temporary upgradesand in-service promotions – all part ofenriching the data experience.

3.IT’S ABOUT NETWORK + ITINTEGRATION (VS. POLICY +CHARGING)Network access control providescomplementary capabilities to dynamicpolicy, including authentication, provided bythe HSS in an LTE network , and multi-accessservices supported by a AAA solution in a3G-WiFI offload scenario. These solutionsmanage how and under which circumstancessubscribers and machines gain access tonetworks, acting as the gatekeeper to thesubscriber data experience that is shaped bydynamic policy. We will see more policy interaction with

BSS and charging systems as operators seekto offer shared wallet services, complexroaming controls and new choices in balancemanagement and prepaid data. In particular,you can expect to see the product catalogbecome a primary intersection point forpolicy control, and the master servicedefinition point where all service plans and

options are created and stored, including allpolicy and charging rules. This meansimproved service accuracy by avoidingdiscrepancies in service definitions thatreside in disparate policy, AAA, BSS, andcharging systems.

4.PRE-INTEGRATED SYSTEMS Complex and costly integration projectsresult in lengthy 12-18 month deploymentcycles, impacting the mobile operator’scompetitive edge. With much attentionaround policy-enabled metered use cases,such as tiered services and shared wallet, theunderlying network control and BSStechnologies that need to work together, stillremain in their respective silos, requiringexpensive and customized integration foreach new service. This requires a unique and revolutionary

approach to truly empower operators withthe time to market and innovation edge theyneed to be successful, while reducing thecomplexity of integrating underlying IT andnetwork components. For example, pre-integrated systems that feature policy as akey technology bridge between theunderlying IT and network technologies –such as subscriber management, charging,product catalog and BSS systems.This means bringing together a foundation

set of proven product technologies, thenproductizing the integration between themand packaging them on a hardware system,all as a single supported product. Completethis with productized APIs that enable rapidintegration upstream to provisioning, faultmanagement and other systems, and,downstream to network elements,enforcement points and notificationplatforms. The advantages are significant -first, this approach masks the underlyingcomplexity of integrating complex policy,subscriber management, charging and BSSsystems. Second, it accelerates new dataservice introductions from inception, throughtesting to live deployment on a mobilenetwork, in just a few short months.

5.CONFIGURATION VS. CODE – OUTOF THE BOXIs it possible to deliver use cases out of thebox? The answer is yes – by providing thebusiness rule logic around the use cases, anda set of configuration options, all supportedby the productized, pre-integratedtechnologies required to enable theseservices. The value to operators is simple:no extensive customization, highlydifferentiated services through richconfiguration options, and the advantage oftime. These examples include tieredservices, upsell, bill shock prevention, WiFioffload, LTE data, pay-per-use data servicesand shared data wallet.In 2012, it’s time to think beyond policy and

charging and think more broadly about howpolicy provides the bridge between networkand IT systems. The benefits are clear - richinnovative services for consumer andbusiness users and delivered quickly, withnew pre-integrated system options thatsimplify and accelerate data serviceintroductions in a few short months.

With data monetization topping every mobile operator’s agenda in 2012,policy is taking center stage as a key weapon in the data service arsenal inenabling rich innovative services. But is policy enough? David Sharpleyhighlights five key topics that will shape the policy discussion in 2012.

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 34

“In 2012, it’s time to thinkbeyond pure policy andcharging and think morebroadly about how policyprovides that necessarybridge between networkand IT systems.”

S in action for yourself

T

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Contacts who have joyn.

My contact screen with joyn services available.

Sharing files during chat is simple.

I start a call with a joyn contact...

and decide to share a video which my joyn contact accepts...

and we see the same video!

It’s just there,it just works.

GSMA Rich Communications

Rich Communication solutions provide operators with new products and services to excite users

and help customer retention.

The GSMA’s Rich Communications project has support from the whole industry Ecosystem

– operators, mobile phone manufacturers, client software and application vendors. And

together, we are launching a single brand to be used by the whole ecosystem to represent Rich

Communications solution –

See in action for yourself

Talk directly to operators who are committed to launching ‘joyn’ and our industry partners who

are developing devices and applications for the future.

1

2 3

4 5

6

ZONE 6 ZONE 3

ZONE 4

8

7

Visit the GSMA Pavilion in Hall 8, stand C118

www.gsma.com/rcs

It’s just there,

joyn is a Trade Mark of the GSMA

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APPLICATION DEVELOPMENT | ACCENTURE

Greg Jenko, Executive Director-Accenture Mobility Services, Solutions Architecture & Technology Planning Lead,Accenture

Mobile Application Development:Challenges and Best PracticesAn increasing number of both mobile devices and potential applications areforcing developers to overcome obstacles through the use of sound practices

Increasingly too, corporate users areaccessing enterprise data from mobiledevices which may be their own or may

be deployed by their internal IT department.That means developers may not know whatthe target platform is, requiring either a cross-platform or multi-platform developmenteffort. This consumerization of IT alsopresumes an element of ease of use, so thatdevelopers need to craft applications that areeasy to use. Overall, mobile application developers

must consider data access, security, offlinecapabilities, back-end integration, andtransparent synchronization with data withback-end systems. Developers can alsochoose from either native development toolsfor each of the major mobile devices andplatforms (including Apple® iOS, Android™,Microsoft® Windows® Mobile and Microsoft®

Windows® Phone 7, Symbian®, RIM®

BlackBerry®, Java®, Linux®, and Meego™) orcross-platform environments such as SAPAG’s Sybase Unwired Platform and others. To accommodate this variety of needs,

developers must determine what kinds ofmobile development environments areavailable, and which best practices give themthe greatest chance to achieve success.

ADDRESSING THE CHALLENGES OFENTERPRISE MOBILE DEVELOPMENTNot surprisingly, many of these issuesoverlap. That’s why developers must look ateach one in context.

Data Access. Where is the enterprise datausers need to access? Is connectivityrequired? Developers have to determinewhether some data will be stored in thedevice’s native file system or accessed solelythrough a browser (in which instance thedevice will most likely store no data).

Security. While every mobile devicemanufacturer understands the importance ofsecurity, and offers accommodations for it, theresponsibility for protecting data falls squarelyon the application developers’ shoulders, sothey must incorporate encryption into theapplication down to the file system level.Encryption helps to ensure that data cannot bepilfered from the device, even if it is lost. But atthe same time, developers should also considerother options for preserving and protectingdata, including programming automatic backupand creating remote “kill” or “wipe” capabilitiesso that data can be erased after it’s reported lost.

User Experience.How is the screen real estatebest used? What features should be available?Developers have to remember that users onthe go are usually looking for specificinformation, and determine how to make thatinformation as easy to find as possible.

MOBILE DEVELOPMENT OPTIONSDevelopers can choose from either nativedevelopment tools or cross-platform tools.Native development tools enable developersto create applications that run on specificplatforms, such as Apple® iOS, Android®, orMicrosoft® Windows® Phone 7. In order totake advantage of specific capabilities,developers may target the operating systemand the associated development environmentto create an application with those features.Cross-platform development tools

generally fall into two categories themselves:Mobile Enterprise Application Platforms(MEAP) or Mobile Consumer ApplicationPlatforms (MCAP). In many ways, these twooptions resemble the choice between build-it-

yourself or a full-fledged toolkit in othersegments of the application developmentworld. For instance, MEAPs tend to havemore full-fledged development environments,with a wider variety of traditional tools suchas graphical user interfaces, version control,and workflow. They tend to have moreintegration tools and gateways to third-partyservices (such as Facebook and Twitter), aswell as better technical support capabilities. Which application development strategy

developers choose really depends on theapplication itself. Does it require capabilitiesnative to the operating system? Does itrequire security features, or supportcapabilities, that require a MEAP? Or can itbe created using an MCAP? Once developers,in conjunction with line of businessrepresentatives have answered thesequestions, they’ll be ready to begin.

MOBILE DEVELOPMENT BESTPRACTICES The best results come from applying thefollowing best practices in the design anddeployment of mobile applications.

Methodology. Determining the designmethodology is key to mobile applicationdevelopment, especially in a cross-platformenvironment where multiple efforts may beunderway simultaneously. Even if thedevelopment toolkits are different, developersshould verify that they can use common testingtools, project management and reporting.Developers should also institute a strict policyregarding use of components across platforms,which facilitates maintenance and extensibilityacross applications on different platforms.

Development Skills. Developers shouldconfirm that their team has the properbreadth and depth: breadth in the needs ofapplication area being targeted, and depth onthe particular platforms being used.

Design. The best method is to develop alayered application, where the functionalityremains consistent across platforms (while stillconforming to each platform’s look-and-feel),with modular pieces plugged in underneath.Within those modular pieces, retain identicalbusiness rules and application logic.

Security. Incorporate the platform’s inherentsecurity capabilities but also use other toolssuch as encryption for sensitive data.(Remember to balance this with powerconsumption.)

Testing and User Experience. Testapplications not only for usability, but also forpower consumption. They should be testedwith multiple browsers and on multiplecarrier connections to ensure that theyaccommodate both online and offline usage.

Analytics. Incorporate analytics features thattrack how users interact with the application.This will not only help identify ongoingtechnical support issues, but also revealwhether users are interacting with theapplication in the fashion developersexpected.

Feedback. Develop a capability – whetherthrough e-mail, social networking or eventhrough the application itself – for users toreport bugs and offer insight into what theylike and dislike about the application.

TURNING CHALLENGES INTOOPPORTUNITIESUltimately, consistent applicationdevelopment and delivery excellencerequires the implementation of five steps:

1. Optimize development and testing effortsby accurately identifying which platformsto target, whether for internal or externaldeployment.

2. Employ consistent and reliabledevelopment practices across all leadingplatforms.

3. Collaborate extensively. The applicationdevelopment team should incorporatecoding, testing, graphical design, and userexperience skills to help applications tofulfill users’ needs.

4. Tailor distribution mechanismsappropriately, whether for initial downloadsthrough managed application stores orperiodic updates.

5. Track emerging technologies and maturingstandards to help make applicationsperform even more efficiently, whether interms of speed or features.

The plight of a mobile applicationdeveloper these days is a challengingone. New devices are redrawing theboundaries of what users can do. Butdevelopers must now determinewhat devices to target, how to createsimple yet effective applications, andhow to secure data.

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Monetisingthe mobilecloudFeatures:

Time for carriers to look up to the cloud

Releasing the Value of Verticals

Forward thinkers choose NEC to handletheir cloud communications

FEATURE

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The future is brighter and clearer than ever before for businesses worldwide because

Cloud Computing solutions. NEC draw upon their long experience in IT and their experience in the networking and communication world to uniquely provide cloud solutions that combine IT, communication and network innovations. By making use of their strengths, NEC are not only developing and offering a variety of services, but also providing the technology and knowledge they have cultivated through establishing systems in their own company.Here are just a handful of examples of how NEC has recently helped customers overcome the challenges that they have faced, and details of the solutions that NEC provided.

NEC Customer: San Juan Education Department, ArgentinaThe challenge: The San Juan Education Department had 20,000 employees at 800 educational establishments and was growing rapidly. They faced the problem of a severe lack of connectivity. Some outlying areas even lacked a basic phone service. Without an effective communication solution, the department started to become really slow in answering demands placed upon them. Information management within the

make informed decisions.The NEC solution: NEC delivered a secure cloud solution utilizing its desktop virtualization solution (Virtual PC Centre: VPCC) and IP telephony (UNIVERGE) - all based securely in the data centre. This solution allowed the Ministry of Education to double the number of end users without making any

cloud solution now covers 100% of the territory. Data is encrypted securely across the system, and previously problematic areas, like updating anti-virus software, are now straightforward with just one data centre update. This secure cloud solution, customized for the Ministry of Education, delivers the security and cost-savings of DaaS (Desktop as a Service), SaaS (Software as a Service) and PaaS (Platform as a Service) methodologies through the data centre.

The customer reaction: @ � < 1. @ . $ @ - 1; 6 = @ 1?@ 2; A 0 # @NEC does things differently to the rest of their competitors - the people that I worked with really understood our operation - the difference is in = BA ; < @ B> . 7 6 @ < A : 1> < 4A : ,@ + * / : @ : = 7 ??@ 0 7 : @ 41. . ; = = A 5@to a smooth collaboration with our IT personnel. < 1. @ = BA @ 9 A 8; 6 6 ; 6 8# @ 0 A @ 0 7 6 = A 5@ 7 @ 43 1: A @ 0 1< & ; 6 8@relationship with NEC. It was so close at times

< A : 1> < 4A : @ 7 6 5@ + * / � �- Gustavo Quiroga, Project Manager, Ministry of Education in San Juan

NEC Customer: Telefonica, SpainThe challenge: Telefonica are a giant telecoms provider, with headquarters in Madrid. Like nearly all telecom providers, Telefonica has recently been facing growing pressures on its revenue

revenue comes from their small and medium enterprise customers, and these customers were increasingly requesting new services to strengthen their business capabilities. They also needed the services to be available quickly. That is where NEC stepped in.The NEC Solution:@ ' A 3 A ?16 ; 47 @ 4B1: A @ + * / : @ � 7 7 � @platform as a new business model to boost revenue

offer an integrated IT and network solution, and only NEC could deliver its SaaS solution quickly enough. NEC set up the service infrastructure in only 45 days, defying all expectations. Two key technologies enabling NEC to successfully meet

� � > 3 = ; � ' A 6 7 6 4$ ,� @ ' BA @ 7 88< A 87 = ; 16 @ : & ; 3 3 @ ; 6 43 > 5 A : @ 6 1= @only technology but also business processes to aggregate and bring applications to the platform. These make it possibly to deploy new applications very quickly. The multi-tenancy SaaS platform allows multiple end users to subscribe to and use a variety of application services on the same infrastructure. The end users can access all the applications they wish by using just one window. Telefonica now has a vast array of opportunities to . A A = @ = BA ; < @ � � * @ 4> : = 1. A < : @ 5 A . 7 6 5: ,The customer reaction: @ � (@ 0 7 : @ B16 A : = 3 $ @ 7 . 7 � A 5,@I never thought the service infrastructure could be set up in only 45 days. Since our service was

� @ < 1. @ = BA @ 9A 8; 6 6 ; 6 8# @ 0 A @wanted a close working relationship with NEC. It was so close at times that it was

; 6 = A < 6 7 3 @ < A : 1> < 4A : @ 7 6 5@ + * / � �

Cloud SolutionsForward thinkers choose NEC to handle their cloud communications

www.nec.com/cloud

3 7 > 6 4BA 5# @ 0 A 2A @ 87 ; 6 A 5@ 12A < @ � # � � � @ > : A < : @ 7 6 5@ = BA @

1> < @ - 7 < = 6 A < @ 0 7 : @ = < > 3 $ @ = BA @ < ; 8B= @ 4B1; 4A ,� @* ) � ' & ) � � $ � " � � & � & ) � ) � � " � ' � % ) � $ � � % � � ) � $ � $ � � � � )Telefonica SME Segment

NEC Customer: citizenM Hotel Group, GlasgowThe challenge: citizenM needed a fully hosted, virtualized communications infrastructure for

could be deployed in their other hotels quickly and easily. They needed a solution that enabled them to provide complete guest satisfaction. With a major expansion program planned, the solution had to be a long term one, enabling citizenM to expand and execute their growth strategy, regardless of location or timing. Swisscom, a hospitality industry telecommunications provider, selected NEC as their partner to provide the solution.

The NEC Solution: Swisscom selected NEC largely based on the strength of the NEC Sphericall platform. Sphericall is an IP based software switch that lives in a Cloud environment. NEC hosted the Sphericall-based platform within its local data centre, with full redundancy including daily management service, and is providing it as a CaaS (Communications as a Service) solution. In addition, they also connect to the SIP Trunking Service Provider and undertook all the call rating as part of the solution, eliminating the need for citizenM to engage with third parties and ensuring that all calls follow the optimum and most cost effective route. To ensure the constant availability of the communication system, NEC has provided a local ISDN gateway as an emergency backup in case there is a network failure. This service orientated communications platform delivers scalability,

continues to expand, it can use the same technology at new hotel sites without incurring further costs.The customer reaction: @ � � ; = B@ � 0 ; : : 41. @ 7 6 5@ + * / # @we knew we had two well known and proven brands

initial upfront investment has accounted for 90% of = BA @ 0 1< & @ 6 A A 5 A 5@ ?1< @ ?> < = BA < @ 5 A - 3 1$ . A 6 = @ A 3 : A 0 BA < A ,�- Michael Levie, CCO of citizenM Hotel Group

ADVERTISEMENT A

a part of the second wave of cloud computing.

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S

The Third Wave of Cloud Computing:Releasing the Value of VerticalsTelecom Operators have begun to make headway with their Cloud Offerings but the real opportunity lies in the next wave of services.

ADVERTISEMENT

T exclusive domain of large internet players

opportunity to grow their own business by creating a model in which they shared more

model was a new way to deliver IT resources and services, and many enterprises experienced the

used, as and when they used them.However, security and privacy considerations have kept many enterprises from fully exploiting the

had the option to build their own private cloud which was a useful compromise but not one that

The Cloud Computing model continued to evolve. NEC, along with a number of major telecom operators, has led the way in this evolution as a part of the second wave of cloud computing.

to step in and build on the infrastructure they had already put in place by expanding and adapting the service models for their existing customers.

in this second wave of cloud computing has been the Carrier Cloud services, such as those delivered on the NEC SaaS Market Place. These services are delivered in a cloud model but with more focus on

and localization. NEC has partnered with telecom operators to build successful cloud programs

The approaching third wave of cloud computing is about connecting more than IT resources and services. The next wave will be about bringing

healthcare, education, retail and government.

of data from the cloud. The increasing need to integrate services with process will require a broader number of sensors and devices to be connected to the Carrier Cloud. Increasingly, we will see machine-to-machine (M2M) communications come to the forefront of services focused on industry verticals.

A big chance for small businessUntil now, only vertically integrated industries such as healthcare, hospitality, education, logistics and retail have required large capital investment in integrated software packages to manage their core industry functionalities. This has often meant that traditional IT offerings have left large customer groups, such as SMEs, underserved in these verticals as vendors focus on those segments with higher margins.

+ * / : @ = B; < 5@ 0 7 2A @ / 7 < < ; A < @ / 3 1> 5@ - < 1- 1: ; = ; 16 @lets telecom operators address opportunities like SME. Shinya Kukita, Chief Manager of

0 7 2A @ 1?@ / 3 1> 5# @ = BA @ = A 3 A 41. @ 1- A < 7 = 1 < : @ 0 A < A 6 = @invited---so we came up with the second wave. But, it is for the third wave that telecom operators are uniquely positioned to leverage their communications advantage and their ability to focus on the national markets. Within each industry, key offerings are company-appropriate bundles of applications that include common functionality delivered from cross-industry

management, digital signage and biometrics-97 : A 5@ 7 > = BA 6 = ; 47 = ; 16 ,� @

Shinya Kukita, Chief Manager of International Sales at NEC

NEC has a proven track record of delivering

to aggregate the package of services most appropriate for it. The bridge between these services and the SMEs that have been left out until now is the local telecom operator.

Big data, Big OpportunityThe connected world of smart objects, from mobile terminals to sensors, meters and

and rapidly accumulating data. The growing prominence of M2M connectivity, as well as the big data that comes with it, is a problem for which

Big data is a problem that telecom operators are in a unique position to solve. Wherever data is widely spread and changing rapidly is an opportunity for a telecom operator to provide valuable services to new and existing customers. The time for asking whether the cloud is serious business for telecom operators is over. The question that remains is, do telecom operators have a greater role to play in the third wave of cloud computing than dumb-pipe provider? With NEC as their partner, the answer is yes.

Wider Cloud with NEC

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Cloud Orchestration “Common Management Layer” forPortal, Ordering, Provisioning, Data Center and Network Management

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1-2 2 11:46

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FEATURE

Time for carriers tolook up to the cloud

According to Jagdish Rebello, seniordirector and principal analyst at IHSiSuppli, MNOs are uniquely positioned

to capitalise on mobile broadbandopportunities, such as tiered pricing plans,cloud services, mobile commerce andwireless mesh sensor networking of theInternet of Things.“The cloud is clearly a fast emerging market

segment that provides new revenue growthopportunities for MNOs,” Rebello said in areport on mobile operator business modelspublished in late 2011. “Besides enterprisecloud applications, the consumer cloud marketis also poised for explosive growth as socialnetworking becomes increasingly a part of thedigital lifestyle. Companies like Amazon,Google, Apple and Funambol are rolling outservices that manage and store user-generatedand purchased content and then sync thiscontent seamlessly across multiple devices.”Communications service providers have so

far focused primarily on deploying their fixednetworks to enable cloud-based services forenterprise users. Those operators that haveboth fixed and mobile operations are then alsomore likely to tackle mobile cloud services forthe enterprise and consumer markets.As things stand, however, MNOs appear to

be making only tentative moves with consumercloud services, and are leaving the serviceopportunity to the likes of Apple and Google. “In that space MNOs have been woefully

behind; those doing anything are notaggressively pushing it,” commented Rebello.“It surprises me that the big MNOs have notmade a concerted effort to push cloud.”A new study by Current Analysis highlights

that in the enterprise segment, the “as-a-service” term is used as an umbrella conceptfor cloud to represent a whole range of multi-tenant hosted and managed services. “In theconsumer space, however, carriers are usingthe term ‘cloud’ to signify one narrowapplication: data storage and retrieval,” saidresearch director Emma Mohr-McClune. Furthermore, added Mohr-McClune,

carriers are positioning “cloud” in the samebroad context as Apple iCloud: free storagevalue-add for personal data files to promoteplatform and service stickiness, with no clearincremental revenue opportunity.

Mohr-McClune stressed that the biggestproblem for carriers is in attempting tobreach the large innovation lead gained bythe Apple iCloud product.Paul-François Fournier, executive vice

president of the Technocentre at Orange,conceded that Apple and others havecreated “some great cloud services forconsumers”.“However, Orange and other MNOs have

also provided compelling cloud services andwill continue to provide innovative newservices,” Fournier said. “We are still at thebeginning of the development of mobileconsumer cloud services, and our customerswant personal data services that they will beable to manage, through a third party theycan trust, and come and see around thecorner if they have questions. In this way, theMNO can and does play a role, and we seethat role continuing.”Fournier also pointed out that people tend

to forget that fixed and mobile operators havebeen providing their customers with a widearray of services that also could be called"cloud services" before even Apple or Googlegot into the act.“In that area, Orange has been providing

email and back up and restore services formany years,” he said. “As an example,Orange email services are used every monthby more than 14 million Orange customers.Orange launched My Content Online inOctober 2011 in France, Spain, and the UK -a service that enables customers to store alldocuments and photos within the networkand access them regardless of their device.There are also already more than 2 millionusers of the back-up and restore serviceprovided by Orange.”

Belarus-based mobile operator JLLCMobile TeleSystems (MTS Belarus) said itstarted its cloud strategy with enterprisesoftware-as-a-service (SaaS) solutionsbecause it sees small and medium-sizedbusinesses as the largest growing segment incloud computing.“As the next step in cloud service

development we see the launching of email,portal, web-store, hosting, planning,calendaring, business management servicesetc.,” said Vladimir Karpovich, directorgeneral, of MTS Belarus. “We are alsointerested in consumer cloud servicesbecause the number of smartphones, tabletsand other mobile devices is increasing andmore and more users are relying on the cloudas the main driver for satisfying theircomputing needs.”Karpovich acknowledged that MNOs

worldwide are seeing huge growth in mobiledata and bandwidth use, “so they need tooffset this with new and innovative servicesto increase revenues. MNOs have importantadvantages for providing cloud services…andthrough their existing customer relationship,can offer various bundling of cloud andnetwork services.”In summary, while enterprise cloud

services are becoming more sophisticated, itis still very early days for consumer-focusedcloud services. Mohr-McClune noted that carriers

considering a consumer cloud push with afocus on data storage should be monitoringTelekom Deutschland’s TelekomCloud,“arguably the most mature and fullyfeatured of the first generation of ‘cloud’-branded services currently available fromEuropean carriers.”

Nevertheless, Mohr-McClune stressed that allEuropean carriers should be concerned aboutthe way “cloud” is being positioned toconsumers in terms of just one application:personal data storage and retrieval. And theyalso have so far failed to demonstrate anincremental revenue opportunity from servicesthat have already been launched.But if operators can get this right, the

rewards appear to be there for the taking. According to Juniper Networks in a report

published in 2011, high-profile consumermobile cloud launches from players such asAmazon, Google and Apple are expected togenerate revenues of almost US$6.5 billionper annum by 2016. Juniper Networks alsoforecasts that annual revenues derived frommobile cloud-based enterprise services areexpected to reach US$39 billion by 2016 asmobile network operators increasingly offercorporate clients an array of unifiedcommunications suites. And IHS iSuppliestimates that spending on public cloudservices by enterprises and consumers willgrow from about $25 billion in 2010 toapproximately $125 billion in 2015.

A cloud strategy is critical for thelong-term business plans of mobilenetwork operators (MNOs), as theysearch for innovative approaches tomobile data services and newbusiness opportunities. Yet analystssay MNOs have been slow to adaptto the fast-changing marketenvironment, and have laggedbehind in the race to unlock the‘second trillion dollars of value in themobile communications industry.’Anne Morris reports.

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 40

“We are also interested inconsumer cloud servicesbecause the number ofsmartphones, tablets and othermobile devices is increasingand more and more users arerelying on the cloud as themain driver for satisfying theircomputer needs.” Vladimir Karpovich, Director General, MTS Belarus

1 2 15:26:43 Uhr

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Winning in Verticals with M2M CloudVisit us: Hall 8, Stand A125

Learn how you can partner with NEC. www.nec.com/mwc

LTE Forum28th February, 2012, 11:15, Hall 7, Auditorium CSpeaker: Mr. Keiichi J. MiyaharaCorporate Chief Engineer, NEC

Mobile Cloud Forum29th February, 2012, 13:30, Hall 7, Auditorium BSpeakers: Mr. Shinya KukitaChief Manager of International Sales, NECDr. Heinrich StüttgenVice President, NEC Laboratories Europe

Also hear us at:

15:26:43 Uhr

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4G TRAFFIC MEDIATION | OPENWAVE

Leveraging 4G ServiceDelivery Gateway toOvercome Data Deluge

Mike Mulica, CEO, Openwave Systems.

INTRODUCTIONLet’s look at some of the ways thetelecommunications industry has benefittedfrom a flourishing mobile broadbandbusiness: The global units shipped ofsmartphones and tablets has surpasseddesktop PC numbers . The total number of3G users is about to hit the billion mark with35 per cent Y/Y growth . The global mobiledata traffic growth rate is expected to be sophenomenal that Cisco VNI Global IP TrafficForecast is making “Exabyte” and “Zettabyte”mainstream vocabulary terms.Thanks to ubiquitous, affordable and

advanced computing and connectivitycapabilities, internet players are on the vergeof creating a new digital era where social,local and mobile media are converging.Unfortunately, it appears as if mobileoperators will not be able to enjoy the party.Mobile operators are looking at their

balance sheets to try and extract lessons fromtheir still-recent 3G growth: the numbers arenot promising. Some operators are evenleaving money on the table as mobilebroadband revenues fail to cover their mobileinfrastructure costs. The economicconstraints are real as is the doubt aboutbusiness sustainability given thedisproportion between data volume growthrate and incomes.Most major operators acknowledge that

properly re-designing the mobile networkinfrastructure is paramount if they are tosurvive the 4G data explosion. Operatorsunderstand that escaping the “dumb pipe”curse means building a mobile data path thatcan support unforeseen traffic volumes with atremendous disparity between devices andcontent patterns, while cost-effectivelysupporting new business models.

STANDARDS-BASED ARCHITECTURESThe definition of the policy charging and rulesfunction (PCRF) component in the policy andcharging control (PCC) reference architecturebrought subscriber-awareness into mobiledata path management. It was also one of thefirst steps in building a more capableinfrastructure. Because traditional trafficidentification (based on IP address/portsource/destination and protocol data) is toolimited for managing the growing diversity ofinternet services and resulting user behaviors,3GPP is enhancing the PCC architecture inRelease 11 with a service traffic detectionmechanism referred to as Traffic DetectionFunction (TDF). TDF is responsible for:• Application traffic detection– Reporting of solicited traffic classification(like P2P, VoIP, video...) to the PCRF

– Usage Monitoring • Policy control for the detected applicationtraffic:– Gating– Redirection– Bandwidth shaping

The move is fostering new innovation andstandardization activities up in the service layer.Enhancements like the enablement of sponsoredor subsidized data connectivity, and the extensionof policy architecture to handle transactionalservices are reflective of the importance ofpreparing 4G network architectures for content-driven and user-driven business models.

SERVICE DELIVERY ORCHESTRATIONWhile 3GPP is setting the groundwork for asolid and future-proof all-IP networkarchitecture (Release 11 won’t arrive until lateSeptember, 2012), operators must solve somemore immediate challenges:

• How to accommodate policy scenarios notyet standardized or incompatible withexisting PCC vendors, where content-awareness, application metering and policyare mixed all together.

• How to manage congestion in the controlplane and minimize the number ofsignaling sessions for processing mobiledata traffic on the SGi interface.

• How to reduce the cost of contentdelivery and enable “fast-path” efficienttransaction processing with cross-serviceawareness without opening contentpayloads multiple times (like contentfiltering and content insertion).

All these architectural challenges highlightthe need for a new service deliveryorchestration function that expands the 3GPPTDF entity and enhances the overall PCCarchitecture, bringing a holistic capability inthe SGi path for orchestrating serviceenablement and for selectively on-boardinginline services. The new Service Delivery Gateway (SDG)

represents the first industry solution to trulyintegrate network and application value-addedservices into a single platform which providesthe capability to apply a holistic traffic steeringand service orchestration management ofmultiple functional enforcements into anintegrated infrastructure designed for scale,performance and TCO reduction. The SDGdirectly addresses the challenges of 4G mobiledata path architectures by enabling trueservice-based traffic steering (i.e. routeefficiently traffic across VAS services based ontraffic classification), optimizing control planetraffic (across VAS and network servicefunctions) and by implementing service-awareusage policy rules in an optimum way.

THE ROAD TO MONETIZATION The two central benefits of intelligentlymediating mobile data traffic through thisnew service orchestration function are:

• Increase customer intimacy. Operators arelooking for new ways to attract and retainend-users, to improve their brandpositioning and to maximize the top-linebenefits through sales of data plans amongthe diversity of usage patterns and needs.

• More B2B2C opportunities.Future revenuegrowth depends on operators’ ability totransform core network assets into two-sided business enablers for the rest of theecosystem. Creating an interface that givesinternet and OTT players some control

over content delivery capabilities likecaching, bandwidth reservation,optimization, charging will enhance thecontent owners’ applications and the end-user satisfaction while respecting theoperator needs and imperatives.

A FRESH STARTTen years of data path evolution brings us tothe current state of mobile carrier networkdesign: cluttered. In most cases, this is aresult of the progressive proliferation ofmultiple value-added services proxies, usuallychained, with even separate data paths forconsumer, enterprise or smartphone devices.Any incremental requirements takeincreasing amounts of engineering andoperational effort to be rolled out, as thecomplexity behind integration risesexponentially with the growing number ofvendors involved in the patchwork.The good news is that 4G represents the

opportunity for a fresh start. Operators needto rethink the way content and applicationsget delivered through their network. When itcomes to 4G migration, they should befocusing on three main areas:

• Embrace standards reference architectures(like 3GPP) that are required for 4G withoutjeopardizing the ability to achieve scale andcontain network costs

• Mitigate the impact of over-the-top (OTT)traffic growth by optimizing contentdelivery and enabling new monetizationopportunities

• Enable more dynamic and targetedbusiness models through customer insightsthat can be made actionable throughout theentire data delivery infrastructure

The SDG provides to operators the singletraffic management framework they need tobuild smart and cost effective 4G data paths withthe Internet ecosystem in mind. SDG provides apowerful platform for operators to leverage themobile Internet content business growth andmomentum in order to drive premium customeracquisition and customer retention throughinnovative and advanced use cases centered onend-users and content providers.

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ENTERPRISE MOBILITY | ANTENNA SOFTWARE

Enterprise mobility:the new frontier fornetwork operators

Jim Somers, Chief Marketing and Strategy Officer, Antenna Software

Those conversations have revealed thatmany are looking to the trafficking ofmachine-to-machine (M2M) data to

facilitate aggressive revenue growth andstimulate their networks in the near future.While many networks are preparing for an‘M2M revolution’ by investing in crucialinfrastructure and working closely with devicevendors, there is an opportunity for greaterproactivity which few are taking up at thepresent time. Specifically, by settingthemselves up as players in the enterprisemobility space, operators will be in a positionto provide solutions which would create strongbusiness cases for the production of M2Mapplications—as well as B2E and B2C apps—on the part of their corporate customers. A few operators have already ventured in

this direction – AT&T in the US, andSwisscom in Europe, for example. On thewhole though, operators have feared to treadwhere (investment) angels have rushed in.That’s surprising, given the demand that weknow exists in the enterprise. We recentlysurveyed 1,000 US and UK IT and businessdecision makers, regarding their personal andorganisational enterprise mobility activitiesand plans, in partnership with businessresearch specialists Vanson Bourne. Thissurvey revealed that, on average, CIOs andbusiness unit leaders are planning to invest£590,000 (or US$935,000) in employee and

consumer-facing mobility projects in the next12-18 months. That’s more than double theamount enterprises currently have invested inmobile projects (£269k/US$426k). Onaverage, UK businesses are planning to launchthree separate new mobility projects in thenext 12 months, while US businesses areplanning to launch four in the same period.These results strongly suggest that networkoperators that get involved in enablingmobility for their enterprise customers canopen up a new, highly lucrative, revenuestream through the provisioning of apps, web-apps, mobile websites, and storefronts, inaddition to boosting revenues associated withthe volume of M2M data traffic.Crucially, operators are well placed to take

up the mantle of enterprise mobility provision.They already have hard-won experience ofsecuring mobile networks, which they canbring to the task of securing enterpriseservices (a priority for IT departments acrossthe board). They are also already establishedproviders of devices and internet connectivityto the enterprise via their ‘business services’divisions. Most of all, they are a trustedresource and partner for their customers in thearea of mobile communications.Despite this, operators have been reluctant

to make a play for a share of the enterprisemobility market. Those that have looked attaking on the whole process themselves have

been put off by the deep bank of resourcesrequired. However, we believe that anincreasing number of operators will staketheir claim as enterprise mobility providers inthe near future. Why? Because a new solutionto these issues is taking shape – one whichsees operators forming wholesalepartnerships with enterprise mobilityvendors, and white-labelling those vendors’solutions for their own corporate customers. For this form of relationship to work, the

enterprise mobility solution in question willneed to play to operators’ strengths andminimise their potential difficulties. In practice,this means supplying them with a unifiedmobility suite that can handle all seven stagesof the enterprise mobility asset lifecycle:design, build, integrate, publish, run, manage,and analyse, while providing cross platformand device support. It needs to be much morethan just an ‘app platform’ – 45 per cent of theIT and business decision makers surveyed arecurrently working on or about to start workingon a mobile website for their customers, while36 per cent of respondents said they weredoing the same for their employees. Enterprisemobility is no longer just about apps; we’vealready seen enough to know that 2012 isgoing to be the year in which businesses put asmuch energy into developing mobile websitesand hybrid web-apps as they do intodeveloping native apps. We also believe thatthis will be the year in which brandedenterprise app and content storefronts emergefrom the shadow of the OEM app stores.From experience we know that solutions

which operators can wholesale must meet strictenterprise SLAs and mobile asset managementrequirements, offer a superlative userexperience, have full cloud-hosting capabilitiesand integrate with back-end systems. Inaddition, they will also have to get apps andother mobile assets to market fast to be

successful – 45 per cent of respondents to oursurvey said that the slow speed at which mobileprojects came to fruition was a significantfrustration in the implementation of theirmobile strategies. Solutions which meet thesestringent criteria will unlock the enterprisespace for operators because they will allowthem to monetise their relationships and coreresources without requiring them to acquirenew skills or take on greater financial risk. US$173.9 billion. That’s how much Global

Industry Analysts, Inc. recently predicted theworldwide enterprise mobility market wouldbe worth by 2017. US$173.9 billion: that’s thesize of the opportunity I’ve been talkingabout. Right now, one thing about the natureof this opportunity is certain – the networkoperators which move to take advantage of itin the short term will reap the biggest gains inthe long term. When an enterprise decides to launch a

new mobile initiative their first call is to thenetwork operator which supplies its phonesand connectivity. They shouldn’t have tomake a second call.

A popular narrative has mobile operators unable to pull out of a tailspincaused by a lack of growth in ‘voice’ revenues, and an inability to leveragetheir position on top of the mobile data value chain. In truth, soul-searchingover these issues is a thing of the past for most of the networks out there.While they may have been distracted of late by the success of services andcontent providers like Apple, Google, and Amazon, the recent conversationswe have been having with our operator partners suggest that they are nowlooking to develop hugely valuable opportunities which dwarf thoseavailable in the crowded consumer markets, and reflect their status as titansof the industry.

“network operators that getinvolved in enablingmobility for their enterprisecustomers can open up anew, highly lucrative,revenue stream throughthe provisioning of apps,web-apps, mobile websites,and storefronts, in additionto boosting revenuesassociated with the volumeof M2M data traffic”

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HETEROGENEOUS NETWORKS | RADISYS

The Hitchhiker’sGuide to HetNets

Todd Mersch, Director of Product Line Management, Radisys

The plethora of products, pitches, andpontification around HetNets is likelyto leave you feeling stranded and,

frankly, a bit confused. There is a galaxy ofpossibilities for HetNets – an unboundedopportunity for operators to maximize thevalue of their spectrum and deliverunprecedented quality of experience…and todo so cost-effectively. To mis-quote Douglas Adams, the author of

The Hitchhiker’s Guide to the Galaxy, “AHetNet is about the most massively usefulthing an interstellar operator can have.”Seriously, fellow travelers, a HetNet

encompasses the idea of a macro wirelessnetwork augmented by – and working with –small cells. The goal is to use a combinationof macro, pico, and micro cells to increasecoverage and capacity across the wholenetwork, particularly in dense urban areas. It is a concept that can revolutionize a

mobile operator’s service offering, but it is notsimple. Is the HetNet galaxy within reach? What

will it take to get from vision to reality? Whatchallenges must be overcome? Do solutionsexist to surmount the current obstacles?

WHY HETNETS?There are tangible and compelling reasons foroperators to embrace HetNets enabled bysmall cells:

1.Supporting the ever-increasing flow ofdata. HetNets provide a path to deliveringmore capacity within a given amount ofspectrum, thereby maximizing utilization ofthis extremely valuable resource. Thisincludes both the technical benefits of cellsplitting – improved reception, increasedbits/Hz/consumer – as well as the abilityto use a targeted approach to filling bothcoverage and capacity gaps.

2.Managing multimode networks. Asoperators upgrade their networks from 3Gto 3G HSPA+ to LTE / LTE-Advanced andbeyond, they are creating a heightenedexpectation of service while supportingcustomers on a variety of network-bearers.HetNets enable improved quality ofexperience by delivering more bandwidthto each subscriber and they have thepotential to support multiple standards,thus allowing them to be leveraged acrossvarious network types.

3.Accessing new markets. Embracing smallcells to deploy HetNets allows operators totarget additional markets, including ruraland emergency response services, whichpreviously were either too costly to coverand/or required proprietary networktechnology.

KEY DECISIONS FOR OPERATORSAND NETWORK EQUIPMENTVENDORSWhile the concept of HetNets is relativelystraightforward, the actual incarnation ofthat vision remains unclear and the industryis still far from consensus on strategy andimplementation. Operators have to makesmart, strategic decisions in the near-termto shape the approach to HetNetdeployments and to drive productdevelopment:

1.What type of small cells to deploy? Single-or multi-mode (e.g., 3G, LTE, and WiFi).

2.Shared or dedicated spectrum?No longer adecision just for a single Radio AccessNetwork (RAN); encompasses the issue ofemploying spectrum assets for variousstandards.

3.Centralized or distributed Self-OrganizingNetwork (SON) approach? SONcapabilities and importance are wellunderstood but the deployment strategyis not.

4.A hot zone or “underlay” approach torollouts? Drives decisions on backhaul,Radio Resource Management (RRM), SONalgorithms, and product developmentphasing.

OBSTACLES AND SOLUTIONSLike any new and promising technology,HetNets are not without their challenges –standards, location, network integration, anddeployment models. Key obstacles include:

1. Interference management. With a densedeployment of cells on either shared ordedicated spectrum, there is significantpotential for interference – which couldgreatly diminish the benefits of HetNets andessentially crush the business case. Strategiesto manage interference include hybrid accesscontrol, coordinated SON, dedicatedspectrum (e.g., TDD for small cells, FDD formacro), and advanced scheduling.

2.Multi-vendor interoperability. As moreintelligence is moved to the base stationitself, the challenge of interoperabilityincreases, particularly with distributedSON. Initiatives to help address this includeextensions to standards to allow sharing ofcell loading and related informationbetween base stations, as well as operator-defined algorithms and interop activities.

3.Security and network integration.Each linkbetween small cell and network must besecured, which creates challenges both forend-to-end security design as well asscalability. Additionally, the network is nowbeing asked to support a significant numberof base stations which, especially in the 3Gcase, it was not designed to handle. Enterthe age of intelligent edge gateways: thesedevices embed multiple functions thatinclude security gateways, signaling anddata plane aggregation, devicemanagement, and value added servicessuch as internet offloading, videooptimization, and edge caching.

4.Backhaul. Being able to cost-effectivelybackhaul the massive traffic volumes thatsmall cell HetNet topologies enable is ahuge burden on the business case. Solutionsinclude various forms of wireless backhaul,but much of this is unproven today. Thegood news is that reliability of backhaul inHetNets does not need to be 99.999%, butthere remains much work to be done.Additionally, as we evolve to LTE-Advancedthere are network nodes specificallydesigned to deliver in-band wirelessbackhaul, the Relay Node that deliversimproved cell edge performance andlicensed spectrum backhaul capability. Thisis mainly an economic issue but decisionsmust be made about the technologyapproach to speed time to market.

5.Cost. Beyond just backhaul, deploymentcosts include new requirements with regardto site identification and acquisition,certification and community approval, etc.And the boxes themselves must be cost-effective, both from a per-unit andoperational (e.g., power requirement)perspective. SON is critical to keepingOPEX down while integrated silicon andsoftware will help drive down unit costs.

HEADING YOUR WAY – NEED A LIFT?The prospect of HetNets is quite compelling,yet there is much to be overcome along withmany vital decisions still to be made byoperators. With apologies to Douglas Adamsagain, “I’ve checked it thoroughly and thatquite definitely is the answer. The problem, tobe quite honest with you, is that operatorsdon’t actually yet know what the question is.”

If you are among the many trying tonavigate the expanding universe ofHeterogeneous Networks, then“don’t panic!”

“To misquote DouglasAdams, a HetNet is aboutthe most massively usefulthing an interstellaroperator can have.”

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ConnectedHouse

Experience a world where everything intelligently connects

See a living future at the GSMA Connected House, one where everyone and everything will benefi t from intelligent wireless connections.

Find out how homes become smart, city and transport networks will be optimised, healthcare reach extended and the growing needs of mobile consumers and businesses met.

Explore how mobile is driving innovation in order to deliver economic growth, successful products, customer value and new business opportunities.

Experience how intelligent wireless connections will create more value, drive effi ciency and deliver a richer experience.

Showcasing key industry milestones, the vision for the future and numerous cutting edge connected solutions over two fl oors are the GSMA, AT&T, KT and Vodafone, with partners: Accenture, Airbiquity, AQ Corporation, Ericsson, Intel, KTH, Qualcomm, Rsupport, Sony and Zelitron.

Visit the GSMA Connected House and step into a living future.

GSMA Connected House, Hospitality Suite CY13, The Courtyard.

GSMA Connected House,Hospitality Suite CY13, The Courtyard

19:57

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WELCOME TO

Visit us at Mobile World Capital - Barcelona Hospitality Suite 1F00

To arrange a visit or for more information go to www.mobileworldcapital.com or contact [email protected]

Founding Partners:

MINISTERIO DE INDUSTRIA, ENERGÍAY TURISMO

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China approaches 1 billion mobileconnections as 3Gservices gain traction

Calum Dewar, Analyst, Wireless Intelligencewww.wirelessintelligence.com

As China nears the 1 billion connectionsmilestone, a market penetration levelof 72 percent suggests that there is

still plenty of room for growth. However, withthe vast majority of the untapped marketlying in poorer rural areas, the threeoperators are rapidly increasing their focus onpushing 3G to existing mobile users.According to the latest Wireless

Intelligence data, China ended 2011 on 973.7million connections, up about 16 percentyear-on-year. The number of 3G connectionssurpassed 200 million in Q4 2011 andaccounted for 22 percent of the total at year-end. Market penetration is up almost 10percent from a year ago.

The three Chinese operators began rollingout the new networks in 2009 following thelarge scale-restructuring of the telecomssector that year by the government. Each isusing a different flavour of 3G: TD-SCDMA atChina Mobile; WCDMA at Unicom; andCDMA EV-DO Rev. A at China Telecom (bothChina Telecom's CDMA2000 1X and CDMAEV-DO Rev. A networks are classified as 3Gby the ITU).After a slow start, China's Ministry of

Industry and Information Technology (MIIT)recently declared that the new networks hadmoved to a “large-scale development stage”during 2011. It notes that the three operatorsjointly invested CNY94.1 billion (US$14.9billion) in related equipment in the ninemonths to November 2011. The Ministrylater noted that there were 814,000 3G basestations deployed in the country by year-end,comprising 220,000 TD-SCDMA (ChinaMobile), 270,000 WCDMA (Unicom) and324,500 EV-DO (China Telecom).3G is now accounting for almost 80 percent

of new connections in the country, accordingto Wireless Intelligence data. 3G netadditions in Q4 2011 were estimated at 26.8million out of a total 34.2 million.China Mobile remains the country’s clear

market leader, with an estimated 648.7million connections in Q4 2011, giving it a 67percent market share. However, 3Gconnections account for just 8 percent ofChina Mobile’s total base giving the marketleader a much lower share in the fast-growing3G sector. Nevertheless, 3G accounted forover half of China Mobile’s net additions inthe quarter.3G (WCDMA) accounted for 20 percent of

the total at second-placed Unicom, whilethird-placed China Telecom had 26 percent ofits base migrated to the higher-speed EV-DORev. A. The fact that these two operators

have been able to migrate more subscribersto their respective 3G networks is partly dueto them being able to tap into a broader rangeof 3G smartphones compared to what iscurrently available for China Mobile’shomegrown TD-SCDMA network.Unicom has been the exclusive provider of

the iPhone since 2009, while China Telecomis thought to be close to launching a CDMAversion of the iconic Apple device. Butdespite reportedly being in discussions withApple for several years, China Mobile has yetto launch the device officially - though it isthought to have millions of “unofficial” GSM-enabled iPhones running on its 2G network.The market leader has its own Android-

based proprietary smartphone platformcalled OPhone, while Unicom has a similarplatform known as the Wophone. Both tie-inwith their respective 3G brands andapplication stores.But 2011 also saw Unicom diversify into

regular Android-based smartphones in a bidto offer low-cost smartphones at (or below)the key CNY1,000 price point. Unicom saidlast month it hopes to ship 90 millionCNY1,000 smartphones this year and afurther 60 million in the CNY1,000 toCNY2,000 range. One hugely successful low-cost model for Unicom to date has beenZTE’s Blade V880, which has sold more than3 million units since launching last summer.

Unicom continued to increase its 3G marketshare throughout 2011 by offering considerablesubsidies on its WCDMA handsets, and lastmonth launched a three-year contract planoffering a free iPhone 4S for as little as CNY286per month. However, the inherent risk in thisstrategy is borne out by the operator’s mostrecent results, which put 3G handset subsidiesat CNY4.156 billion (US$658 million) for thenine months to September 2011 – up CNY2.890billion (US$458 million) from the same period ayear ago. Unicom will hope that expanding thelower-cost end of its smartphone portfolio canalleviate these pressures, but it will be runninginto stiff competition in this area.Meanwhile, China Telecom says it aims to

sell 45 million smartphones this year that willbe compatible with its EV-DO network, whichwould account for over half of its forecast 80million total terminal sales. The majority willbe in the CNY700-2,000 price range, and theoperator also offers bundled deals via itsfixed-line and broadband businesses. Aside from low-cost smartphones, 3G

services are also a key battleground – ChinaMobile’s own app store ‘Mobile Market’ isbelieved to have more than 150 millionregistered users, while Unicom offers 3G-specific music and real-time live TV services.These kind of services will be crucial ingenerating user ‘stickiness’ ahead of theintroduction of LTE networks in the country.

China is on track to surpass 1 billion mobile connections before the end ofthe current quarter, fuelled by growth in 3G which will soon account for aquarter of the country’s connections.

CHINA | ANALYSIS

ABOUT WIRELESS INTELLIGENCE

Wireless Intelligence is thedefinitive source of mobileoperator data, analysis andforecasts, delivering the mostaccurate and complete set ofindustry metrics available. Reliedon by a customer base of over700 of the world's mobileoperators, device vendors,equipment manufacturers andleading financial and consultancyfirms, the data set is the mostscrutinised in the industry. Withover 8 million individual datapoints – updated daily – theservice provides coverage of theperformance of all 940 operatorsand 780 MVNOs across 2,200networks, 55 groups and 225countries worldwide. For furtherinformation please [email protected]

China mobile connections, Q4 2011

Source: Wireless Intelligence • *Includes CDMA2000 1X connections as per ITU classification

China Mobile China Unicom China Telecom

Connections (m) 648.7 199.7 125.3 973.7

Connections, 3G* (m) 51.8 40 125.3 217.1

% 3G* 8% 20% 100% 22%

Market Share 67% 21% 13% -

Market Share, 3G* 24% 18% 58% -

Net Additions (m) 15.2 10.6 8.4 34.2

Net Additions, 3G* (m) 8.7 9.8 8.4 26.8

Growth, YoY 11% 19% 38% 16%

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GSMA One API, the standard for Network APIs

A commonly supported set of lightweight and Web friendly APIs that allows mobile and other

network operators to expose useful network information and capabilities to Web application

developers. GSMA OneAPI is an offi cial profi le of the OMA RESTful Network APIs standard.

Using our APIs means reduced effort and time to create applications and content is portable

across mobile operators.

See for yourself – meet users and technical experts here at Mobile World Congress

Developers and operators are welcome to visit us on stand 7B82 to discuss OneAPI

opportunities, and see demonstrations from a wide range of companies who have already

discovered the benefi ts.

1

2 3

4 5

6

ZONE 6 ZONE 3

ZONE 4

8

7

Visit us on Stand 7B82, Hall 7

Don’t miss the GSMA OneAPI in the conference Panel Session today‘Operators as Intelligent Partners’

Hall 5, Room 6, 17:30

www.gsma.com/oneapi

GSMA OneAPI project member companies demonstrating live on the stand

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Radical new pricingstrategies required tosupport future mobilegrowth in Africa

Joss Gillet, Senior Analyst, Wireless Intelligencewww.wirelessintelligence.com

Africa was the fastest-growing mobileregion in the world in Q3 2011, growingconnections by 19 percent year-on-year

(to 620 million) and overtaking the Americasduring the quarter to become the world'ssecond-largest mobile region after Asia-Pacific.There were 26 million new Africanconnections (net) added in the third-quarter.Pricing wars have been affecting

connections growth in several Africanmarkets, including Kenya, Uganda, Tanzaniaand Egypt. This phenomenon is exacerbatedby the dominance of prepaid users -accounting for 97 percent of the region'sconnections - who are susceptible to pricingfluctuations and more likely to churn.In Kenya, Airtel (Bharti) has reduced its per-

minute voice calls from KES6 (US$0.06) to aslow as KES1 and has been offering free datamodems since taking over the country's second-largest network. Rival yu (Essar Telecom)responded by introducing modems priced atKES2,599 (US$26.5) with two months freeunlimited browsing while market-leaderSafaricom had to reduce the price of on-networkSMS to KES1 from KES3.5. Consequently, Airtelmanaged to double its customer base in 12months at the expense of its competitors butwas also strongly criticised by Safaricom, whichasked the regulator (CCK) to set a minimumthreshold for prices. The market leader warnedthat such low prices are not sustainable andcould cost the industry some KES20-26 billion(US$270 million) in lost revenue.There is a similar mobile price war

underway in Uganda where the regulatorrecently backtracked on plans to establish afloor price for on-net calls at UGX92

(US$0.03) per minute and limit pricepromotions. This has allowed the country'snumber-three player Warid Telecom, forexample, to cut voice prices to just UGX60per minute for on-net calls and UGX180 perminute off-net. Rival UT Mobile has alsorecently introduced unlimited on-net calls forUGX500 (US$0.19) per day. One player in themarket that has spoken out against theUgandan price war is MTN, the marketleader, which recently increased both its on-net and off-net tariffs.Amid intense competition, customers' price

sensitivity is also a growth hurdle for Orange inEgypt which, earlier this year, stated that lowerARPU levels are due to tariff inelasticity,aggressive promotions and the addition of new"bottom of the pyramid" customers. Thecontrast between Africa and other emergingmobile markets is aptly demonstrated by recentfigures from Bharti, which entered 15 Africanmarkets following its acquisition of Zain Africalast year. The operator said that in 2010 itsAfrican subscribers were averaging 112 voiceminutes-of-use (MoU) per month andgenerating US$7 per month (ARPU). Thiscompared to 454 MoU and US$5 ARPU inIndia. The operator described India as a "highusage, low pricing model" compared to the "lowusage, high pricing model(s)" seen in Africa.The Kenyan market also serves as a useful

example of the impact of mobile-specifictaxation in Africa on price-sensitive demand.A recent study commissioned by the GSMA(conducted by Deloitte) found that mobilehandset sales in the country soared by 200percent following the government's 2009decision to slash the 16 percent VAT leviedon handset sales, with mobile penetrationrising from 50 percent to 70 percent over thesame period. This suggests that taxation is akey contributor to the total cost of mobileownership (TCMO) in low-income Africanmarkets. Indeed, the research found thattaxation as a proportion of the TCMO inKenya has fallen from 25 percent to 17percent over the last five years as the taxburden has been reduced.

However, the study found that this trend isnot being replicated elsewhere in Africa withusers in Gabon paying 80 percent tax onhandset purchases, followed by Niger at 65percent; and Congo Brazzaville, theDemocratic Republic of Congo, Guinea,Madagascar and Rwanda all paying morethan 40 percent. It notes that in severalAfrican markets, users are paying twice asmuch tax as they were four years ago.A new type of African mobile tax emerging

is the so-called 'Surtax on InternationalInbound Call Termination' (SIIT), whichcentrally fixes the prices that operators cancharge when terminating international inboundcalls. The GSMA/Deloitte research found thatwhere the SIIT has been imposed, the level of

inbound international traffic has fallen andprices of outbound calls have increased due tothe reciprocation of higher termination pricesby operators in other African countries. Forexample, in Congo Brazzaville, the price ofinbound traffic has risen by 111 percent andoperators report that inbound traffic fell by 36percent between May 2009 (when the tax wasintroduced) and May 2011. There were similartrends identified in Gabon, Senegal and Ghana.To date, 3G only represents 10 percent of

Africa's total connections base, whichhighlights a substantial potential for growththat will only be fulfilled if pricing modelsare rationalised and if investors areconfident that they will generate short-termreturn on investments.

Africa overtook the Americas tobecome the world’s second-largestmobile market at the end of 2011,according to Wireless Intelligence,but the region remains highlydependent on prepaid voice incomeand is characterised by pricing wars,low usage and the relatively highcost of device ownership.

AFRICA | ANALYSIS

ABOUT WIRELESS INTELLIGENCE

Wireless Intelligence is the definitive source of mobile operator data,analysis and forecasts, delivering the most accurate and complete set ofindustry metrics available. Relied on by a customer base of over 700 ofthe world's mobile operators, device vendors, equipment manufacturersand leading financial and consultancy firms, the data set is the mostscrutinised in the industry. With over 8 million individual data points –updated daily – the service provides coverage of the performance of all940 operators and 780 MVNOs across 2,200 networks, 55 groups and 225countries worldwide. For further information please [email protected]

Africa mobile connections, Q3 2011

Source: Wireless Intelligence

Africa World

Connections (million) 620 5,883

Net Additions (million) 26 167

% Connections

Prepaid 97% 74%

Contract 3% 26%

2G 90% 74%

3G 10% 26%

Growth (Connections)Quarterly 4% 3%

Annual 19% 14%

Market Penetration 63% 85%

1 3

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Visit the destination showcasing the future of our industry for a rewarding experience

GSMA – Representing our members, the world’s Mobile Network Operators and the broader mobile eco-system.

PavilionCome to the GSMA Pavilion to make sure

your experience the very best the Mobile World Congress has to offer.

GSMA Pavilion – Hall 8, Stand C1181

2 3

4 5

6

ZONE 6 ZONE 3

ZONE 4

8

7

MWC12 Daily DAY1_DAY1 21/02/2012 12:55 Page 52

Page 53: MWC-Day 1.pdf

Hall 1.0Ground FloorBar and RestaurantsCloakroomExhibitionInformation Desks – Sponsored byToiletsLevel 1Hospitality Suites

Hall 2.0Ground FloorAccommodation Services – provided by Bar and RestaurantsDamm BarCloakroomsExhibitionInformation Desks – Sponsored byRegistration – Sponsored byToiletsVAT Refund/TaxMezzanineMeeting Rooms A,B,C & DLevel 1ExhibitionMedia CentreNetworking LoungeGSMA SeminarsBar and Restaurants

Hall 3.0/CourtyardATM/Cash MachineBar and RestaurantsExhibitionFirst Aid

Hall 4.0Bar and Restaurants Business Centre (Level 8) provided by Cloakroom (Level 0)Hospitality SuitesHourly Meeting Rooms (Level 8)Information Desk (Level 2) – Sponsored byToiletsVIP Networking Lounge (Level 0)Executive Hospitality Suites (Level 1)

Hall 5.0Level 0Auditorium 2 (Conference Room)- Mobile Applications: Apps for All (Monday)- Mobile Applications: The Future of Voice &Messaging (Monday)

- Mobile Applications: Building for Tomorrow(Tuesday)

- Mobile Enterprise (Tuesday)- Mobile Innovation: A Vision of 2022 (Wednesday)- Media & Entertainment: The Future of MobileMusic (Wednesday)

- Technology Evolution: Network ArchitectureEvolution (Thursday)

- Technology Evolution: Network OperationsEvolutionAuditorium 3 (Conference Room)- Mobile Cloud: Competitive Landscape (Monday)- Mobile Cloud: Contending for Content (Monday)- Mobile Advertising: Mobile in the Marketing Mix(Tuesday)

- Mobile Advertising: Social Media (Tuesday) - Mobile Advertising: The Mobile AdvertisingEcosystem (Wednesday)

- Mobile Advertising: Emerging Markets(Wednesday)

- Mobile Money: Developments in mPayments(Thursday)

- Mobile Money: Emerging Markets (Thursday)

Speaker Testing RoomSpeaker Preparation RoomCloakroomToilets

Level 1Conference Restaurants Information Desk – Sponsored byToilets

Level 2Conference Pass Upgrade Desk Mobile World Live TV Studio GSMA Meeting Rooms 1 & 2 Rooms 21,22,23Medas RestaurantSupplier Offices:-- Exhibition Freighting - Itn International - Lead Retrieval Services

Level 3Auditorium 1 (Conference Room)- Opening Keynote 1: Mobile Operator Strategies(Monday)

- Keynote 2: The Connected Consumer (Monday)- Mobile World Live Extra featuring Facebook (Monday)- Mobile World Live Keynote featuring Ford- Keynote 3: Mobile Operator Strategies in DevelopingMarkets (Tuesday)

- Keynote 4: Exploring the Mobile Cloud (Tuesday)- Global Mobile Awards Ceremony (Tuesday)- Mobile World Live Keynote featuring Google(Tuesday)

- Keynote 5: Mobile OS & Applications (Wednesday)- Keynote 6: Financial Services in a Mobile World(Wednesday)

- Regional Focus: BRICS & The Challenges ofInnovation (Wednesday)

- Mobile Money - NFC (Wednesday)- Mobile World Live Keynote featuring Ericsson(Wednesday)

- Keynote 7: Driving the Mobile Technology Evolution(Thursday) Room 5 (Conference Room)- Mobile Health: Getting Mobile into the System(Monday)

- Mobile Health: mHealth for the User (Monday)- Mobile Health: Emerging Markets (Tuesday)- Mobilising the Retail Business (Tuesday)- Consumer Devices: Riding the Smart Device Wave(Wednesday)

- Embedded Mobile: State of the Market(Wednesday)

- Embedded Mobile: Automotive & Utilities(Thursday)

- Embedded Mobile: Consumer Electronics(Thursday)Room 6 (Conference Room)- Business Transformation: Operators as AgileBusinesses (Monday)

- Business Transformation: Operators as IntelligentPartners (Monday)

- Mobile Cloud: Home of the Future (Tuesday)- Mobile Cloud: Cloud & Network Intelligence(Tuesday)

- Networks: Network Infrastructure Costs(Wednesday)

- Networks: QoE & Capacity (Wednesday)GSMA Meeting Room 32Toilets

Hall 6.0CloakroomExhibitionHospitality SuitesMeeting Rooms: A, B & C

Zone 4ExhibitionVIP Pick-Up & Drop-Off Point Sponsored byPaella RestaurantSponsored by

Zone 5Exhibition

Magic Fountain Networking by Moonlight (Monday & Tuesday18.30 - 20.30)

App Planet (Hall 7.0)Application Developer ConferencesApp Lounge – Sponsored byBar and RestaurantsCloakroomDamm BarExhibitionFirst AidHospitality SuitesInformation Desk – Sponsored byPrayer RoomToiletsRich Communication Suite, MondayGSMA Spam Reporting Service, Monday andTuesdayMobile Advertising (MMM/MAM), Monday andThursdayMobile Broadband - an update on HSPA+ and LTE,MondayGSMA OneAPI, TuesdayEmbedded Mobile Seminar, TuesdayMobile Energy Efficiency and Green Power forMobile, WednesdayMMU Working Group, Wednesday

Hall 8.0Bar and RestaurantsCloakroomDamm BarExhibitionGSMA PavilionGSMA Sales OfficeHospitality SuitesInformation Desk – Sponsored by Toilets

AvenueATM/Cash MachineExhibitionFast Track /AccessLost & FoundMetro Ticket MachinesPolice StationRestaurant Booking Service – provided byToilets

Plaza EspañaAirport ShuttleMetro StationTaxi Station

Avenida Rius I Taulet (between upper and lower village)Hotel Shuttle BusesPrivate Shuttle BusesTaxi Station

Zone 3, Zone 6Exhibition

National Palace/MNACLeadership Summit

ONCE LG

Cupula HTC (Sunday, Monday)

Mies NVIDIA (Monday) Intel (Tuesday, Wednesday)

All information correct as of February 17, 2012

VILLAGE MAP

Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 53

1 0

�e App Monetization Exchange

VILLAGE MAPSPONSORED BY

Opening Times

EXHIBITION OPENING TIMES

Hall 1.0, Hall 2 (2.0, 2.1), Hall 6.0, App Planet (Hall 7.0) andHall 8.0Monday 27 February ..............................................09:00 – 19:00Tuesday 28 February ..............................................09:00 – 19:00Wednesday 29 February..........................................09:00 – 19:00Thursday 1 March ..................................................09:00 – 16:00

OUTDOOR EXHIBITION AND HOSPITALITY SUITE AREAS

Hall 1.1, Hall 3.0 (3.0 Courtyard, 3.1 Gallery), Hall 4 (4.0, 4.1, 4.2, 4.3, 4.4, 4.5, 4.6, 4.7, 4.8), Hall 6.0, Hall 8.0, App Planet (Hall 7.0), Avenue, Zone 3 (Z3), Zone 4 (Z4), Zone 5 (Z5), Zone 6 (Z6)Monday 27 February ..............................................07:30 – 22:00Tuesday 28 February ..............................................07:30 – 22:00Wednesday 29 February..........................................07:30 – 22:00Thursday 1 March ..................................................07:30 – 16:00

REGISTRATION OPENING TIMES

Saturday 25 February ..............................................09:00 – 18:00Sunday 26 February ................................................09:00 – 20:00Monday 27 February ..............................................07:00 – 20:00Tuesday 28 February ..............................................07:30 – 19:00Wednesday 29 February..........................................07:30 – 19:00Thursday 1 March ..................................................07:30 – 16:00

TOILETS

CLOAKROOMS

POLICE STATION

LOST & FOUND

FIRST AID CENTRE

TAXI RANK

VIP PICK UP &DROP OFF POINT

INFORMATION DESKS

METRO

FREE WIFI HOTSPOTS

CAFÉS & RESTAURANTS

METRO TICKET MACHINE

TICKET MACHINE

RESTAURANT BOOKING SERVICE

SHUTTLE BUS

EXHIBITOR SERVICE DESKS

ATM MACHINE

MWC12 Daily DAY1_DAY1 21/02/2012 12:55 Page 53

Page 54: MWC-Day 1.pdf

FLOORPLANS | HALL 1

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 54

1J311J331J37

1H29

1G261G321G341G361G38

1H39 1H33

1G481H49

1F60

1F561G59

1F44

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1F38

1G39 1G19 1G15

1F24 1F20 1F14

1G051G13

1J361J42

1J44

1J45

1J46

1H21

1G31

1G55

1G63

1F62

1G69

1F70

1F68

1E70

1E68

1E60

1E52

1F53

1F51

1F47 1F43

1E44 1E38 1E32

1F331F39 1F25

1F07

1F01

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1F17

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1E511D56

1E47 1E431E37

1D34

1E31

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1D06

1D07

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1D45

1C58

1D67

1C62

1C63 1C53 1C311B22

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1C13 1C09 1C05

1B081B121B14

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1B011B131B191B31

1A40

1B39

1A46

1B491B511B551B591B63

1A62 1A56

1C67

1B70

1A70

1A59

1A55 1A45 1A27

1A23

1A191A11 1A07

1A03

1D01

1C43

1A15

1A50

1G61

1E04

1F051F69

1D64

1E72

1PB1

1J34 1J32

1D68

1G49

1A41

1E74

1E03

1H60

1E67

1D62

1E57

1E66

1E69

1D70

1F61

1E58

1E64

1E621E54

1E56

1F59

1A48

1D19

1F00

HE

IGH

T TO

UN

DE

RS

IDE

OF

PIP

E =

4.6

m

HEIGHT TO UNDERSIDE OF PIPE = 4.6m

CLOAKROOMS

INFORMATION DESK

CAFÉS & RESTAURANTS

1.1HS72

1.1HS70

1.1HS64

1.1HS57

1.1HS59

1.1HS65

1.1HS49 1.1HS43 1.1HS39 1.1HS35

1.1HS201.1HS321.1HS361.1HS52

1.1HS291.1HS211.1HS25

1.1HS61

1.1HS48 1.1HS40 1.1HS241.1HS28

1.1HS471.1HS51

1.1HS62

ACCESS TO

VILLAGE MAPSPONSORED BY

All information correct as of February 17, 2012

MWC12 Daily DAY1_DAY1 21/02/2012 12:56 Page 54

Page 55: MWC-Day 1.pdf

CLOAKROOMS

FREE WIFI HOTSPOT

MEZZANINE

INFORMATION DESK

Powered by Cisco

CAFÉS & RESTAURANTS

ACCESS TO

ACCESS TO

I

MEZZANINE

FREE WIFI HOTSPOT

Powered by Cisco

CAFÉS & RESTAURANTS

HALL 2.0 & 2.1 | FLOORPLANS

Ramp

2H62

2D01

2D02 2B01

2D06 2C05

2D082C09

2C13

2D14

2D16

2C15

2D20 2C19

2D23

2D15

2C06

2C10

2B05

2B13

2B17

2B06

2B12

2B16

2A05

2A06

2A14

2A16

2A17

2A26

2A28

2A232B26

2A27

2A35

2A37

2B38

2B33

2B27

2B252C26

2C28

2C372D40

2C312D28

2C252D26

2D29

2A47

2B472C46

2B53

2B57

2B61

2C62

2A612D62 2C63

2D54 2C53

2C47

2D49

2D51

2D59

2A70

2A66

2A62

2A58

2B70

2B72

2B68

2B76

2B80

2B822A73

2A67

2B69

2B73

2B75

2B77

2C672D66

2C75

2C81

2D82

2D77

2D65

2A78

2A82

2A86

2A90

2B902B892B872C88

2A92

2A97-B

2A100

2A102

2A118

2A103

2A114

2A112

2A111 2A1102A126

2A1252B93

2B98

2A122

2B922B1112B1122C92

2C93 2B127

2B1262C94

2B1152B110

2B106

2B119

2B104

2B1242C96

2B1252C952C100

2C101

2C1022C1062C112

2C1032C1052C1142C115

2C98

2C108

2C1102C111

2A120

2B102

2B103

2B123

2D88

2E66

2E58

2E46

2F692G70

2F49 2E47

2E41

2E38

2E30

2F28

2E33

2F32

2E35

2F27

2G28

2F29

2G32

2F33

2F37

2F41

2G38

2G692H712H702H69

2J48

2J522H53

2J562H57

2J60 2H59

2J64 2H64

2H61

2H50

2G392H42

2H36

2H34

2J42

2H33

2J49

2J31

2J27

2J25

2J21

2J15

2J11

2J09

2J012H04

2J12 2H11

2J182H19

2H18

2G08

2G01 2F01

2F09

2G12

2G16

2G18

2G20

2F13

2F18

2E17

2F14

2F12

2F082E07

DAMMBAR

2E18

2E12

2B108

2B109

2J29

2G33

2B28 2A31

2G37

2A108

2A107

2C72

2D03

2J51

2A07

2B120

2J41

2J70

2H01

2J69

2H082G11

2G15

2B100

2A60

2G13

2A101

2B113

2B101

2H07

2B95

2J53

2J55

2J61

2J63

2J65

2H14

2J582H60

2H58

2H02

2E14

2D05

2G50

2G63

2D37

2D33

2B116

2B117

2B122

2F36

2J57

2H10

2B09

2J46

2C107

2A97

2A116

2H54

2G45

2G41

2H56

2A10

2B69-B

2B69-C

2F02

2J20

2C109

2J59

2J54

2C14

2F07

2A56

2A25

2C20

2C16

2B40

2H43 2H45

2H472J50

2B39

2A29

2G57

2G55

AirconUnit

2.95m To bottom of unit

REGISTRATION

2.1C50

2.1B51

2.1C49

2.1C45

2.1D46

2.1D40

2.1C38

2.1D26

2.1C262.1C28

2.1B26

2.1A12

2.1D16

2.1C12

2.1C10

2.1D10

2.1C09 2.1C07

2.1D08

2.1C27

2.1B25

2.1C20

2.1A14

2.1D66

2.1A56

2.1E96

2.1D97

2.1A722.1A74

2.1E94

2.1E51

2.1A76 2.1A70 2.1A68

2.1E622.1E64

2.1E68

2.1D78

2.1C85

2.1D74 2.1D70

2.1C83 2.1C73

2.1A75

2.1B82 2.1B78

2.1A81 2.1A79

2.1B74

2.1A77

2.1B76

2.1E98

2.1E70

2.1D72

2.1C75

2.1A73

2.1B72

2.1D71

2.1E74

2.1D51

2.1E56

2.1E71

2.1D53

2.1E52

2.1D63

2.1D75

2.1E762.1E80

2.1B14

2.1C81

2.1D80

2.1EZ6

2.1C58

2.1A69

2.1C62

2.1B61

2.1C64

2.1D67

2.1A85

2.1D34

2.1E65 2.1E63 2.1E612.1E57 2.1E53

2.1E59

2.1E58

2.1A05

2.1B11

2.1B162.1B40

2.1A27

2.1B32

2.1A332.1A39 2.1A13

2.1D58

2.1E672.1E69

2.1C66

2.1E832.1E91

2.1B58

2.1A42 2.1A40 2.1A36 2.1A34 2.1A32 2.1A28 2.1A24

2.1D69

2.1D24

2.1C11

2.1D20

2.1C15

2.1D61

2.1E60

2.1B71

2.1C72

2.1D60

2.1A59

2.1A11

2.1A642.1A82 2.1A78

2.1B77 2.1B75 2.1B73

2.1C70

2.1A15

2.1B22 2.1B20

2.1A21 2.1A19

2.1B12 2.1B10

2.1C13

2.1EZ5

2.1EZ4

2.1EZ3

2.1EZ2

2.1EZ1

2.1EZ13

2.1EZ14

2.1EZ15

2.1EZ16

2.1EZ17

2.1EZ18

2.1EZ92.1EZ10

2.1EZ11

2.1A10

2.1A83

2.1E75

2.1D59

2.1B272.1B29

2.1E77

2.1C60

2.1B59

2.1A06

2.1A58

GSMA MEDIA CENTRE

GSMASeminarTheatre Networking

Lounge

Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 55

VILLAGE MAPSPONSORED BY

The mPowered Brands Theatres andAmbassador Lounges can be foundon the Mezzanine Level of Hall 2.1

All information correct as of February 17, 2012

MWC12 Daily DAY1_DAY1 21/02/2012 12:56 Page 55

Page 56: MWC-Day 1.pdf

CY08 CY06

CY20CY18

CY15 CY07

CY03 CY01

CY31

CY29

CY25

CY23CY17

CY22

CY02

CY13

CY19 CY21

RESTAURANTCOURTYARD

3.1HS125

3.1HS127

3.1HS113 3.1HS112

3.1HS114

3.1HS126

3.1HS138

3.1HS137

3.1HS147 3.1HS161 3.1HS165 3.1HS171 3.1HS175

3.1HS1763.1HS1743.1HS1703.1HS1663.1HS1623.1HS156

3.1HS101

3.1HS99

3.1HS97

3.1HS93

3.1HS91

3.1HS85

3.1HS83 3.1HS84

3.1HS86

3.1HS88

3.1HS90

3.1HS94

3.1HS96

3.1HS98

3.1HS100

3.1HS102

3.1HS70 3.1HS60 3.1HS56 3.1HS543.1HS64 3.1HS503.1HS62 3.1HS44 3.1HS36 3.1HS30 3.1HS26 3.1HS24 3.1HS20 3.1HS16 3.1HS10 3.1HS023.1HS04

3.1HS053.1HS093.1HS133.1HS173.1HS21

3.1HS313.1HS333.1HS353.1HS373.1HS61 3.1HS293.1HS71

3.1HS58

3.1HS01

3.1HS131

3.1HS34

3.1HS164

3.1HS72

3.1HS117

3.1HS65

3.1HS1723.1HS158

3.1HS133

3.1HS168

3.1HS42

3.1HS181 3.1HS185

3.1HS184 3.1HS186

3.1HS08

3.1HS1553.1HS1533.1HS149

3.1HS115

3.1HS413.1HS51

3.1HS1873.1HS140

3.1HS129

3.1HS87

3.1HS19 3.1HS15

GALLERY

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

CAFÉS & RESTAURANTS

FLOORPLANS | HALL 3.0 & HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

H

FREE WIFI HOTSPOT

ATM MACHINE

Powered by Cisco

CAFÉS & RESTAURANTS

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 56

VILLAGE MAPSPONSORED BY

All information correct as of February 17, 2012

MWC12 Daily DAY1_DAY1 21/02/2012 12:56 Page 56

Page 57: MWC-Day 1.pdf

4.1HS37

4.1HS01

4.2HS15

4.2HS25

4.2HS12

4.2HS18

4.2HS36

4.2HS40

4.3HS01 4.3HS13 4.3HS19

4.3HS10

4.3HS504.3HS30

4.4HS09

4.4HS02

4.4HS194.4HS254.4HS31

4.4HS304.4HS164.4HS20

4.4HS14

4.6HS01

4.6HS05

4.6HS07

4.6HS09

4.6HS11

4.6HS17 4.6HS21 4.6HS23 4.6HS63

4.6HS574.6HS274.6HS22

4.6HS62

4.6HS12

4.6HS08

4.6HS31 4.6HS53

4.6HS494.6HS35

4.6HS39

4.6HS06

4.6HS04

4.6HS02

4.6HS36

4.6HS38

4.6HS46

4.6HS50

4.6HS48

4.7HS01 4.7HS03 4.7HS19

4.7HS274.7HS224.7HS204.7HS184.7HS144.7HS124.7HS104.7HS064.7HS04

4.7HS50 4.7HS48 4.7HS46 4.7HS44 4.7HS42 4.7HS38 4.7HS36 4.7HS32 4.7HS31

4.7HS394.7HS43

4.7HS47

4.7HS57

4.7HS594.7HS63

4.7HS6

0

4.7HS5

6

4.5HS44

4.5HS04 4.5HS02

4.5HS014.5HS11

4.5HS174.5HS23

4.5HS29

4.5HS16

4.5HS14

4.6HS13

4.4HS01

4.4HS03

4.0HS27

4.4HS05

4.3HS02

4.0HS19 4.0HS02

4.7HS054.6HS15

4.4HS07

4.7HS154.7HS13

4.6HS61

4.7HS33

4.1EHS6 4.1EHS17

4.1EHS18

4.1EHS19

4.1EHS2

4.1EHS1

4.1EHS164.1EHS154.1EHS144.1EHS134.1EHS124.1EHS114.1EHS104.1EHS94.1EHS84.1EHS7

4.1EHS34.1EHS44.1EHS5

4.6HS52

4.2HS42

4.1HS02

4.3HS15

4.7HS35

4.3HS05

4.8MR1

4.8MR2

4.8MR7

4.8MR5

4.8MR8 4.8MR6

4.8MR3

4.8MR44.9HS01

4.3HS12

4.1HS14

4.3HS40

4.7HS41

4.7HS614.7HS5

8

Hourly Meeting Rooms

BusinessCentre

VIP Networking Lounge

Hall 4.5 - 4.7

Hall 4.8

Hall 4.2 - 4.4

Hall 4.0 - 4.1

HALL 4 & HALL 6 | FLOORPLANS

CLOAKROOMS

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

FREE WIFI HOTSPOT

Powered by Cisco

6E01

6E20

6C63 6C23

6E30

6HS80

6HS84 6HS82 6HS186HS206HS10

6HS14 6HS86HS246HS28

6C43

6HS4

6C50

ACCESS TO

TOILETS

Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 57

VILLAGE MAPSPONSORED BY

All information correct as of February 17, 2012

MWC12 Daily DAY1_DAY1 23/02/2012 14:14 Page 57

Page 58: MWC-Day 1.pdf

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 58

FLOORPLANS | APP PLANET & HALL 8

8B197

8B192

8B178

8A167

8A159 8A1478A139 8A125

8B127

8C132

8C129

8A115

8A111

8B110

8B117

GSMA Pavilion

DAMM BAR

SALES OFFICE

8C118

8B109

8C115

8B838B918B101

8A102

8B94

8A93

C3

8A86 8A80

8A28

8B30

8A77

8B76

8C78

8B79

8A84

8C25

8A142

8C141 8C139

8B169

8C167

8A70 8A50

8A51

8B53

8C66

8B65

8C67

8C72

8B73

8B71

8B70

8A69

8B68

8A67

8B145

8B177

8B1718B175

8A150

8C32

8A76

8C55

8C01

8A171

8A169

(HALL 7)

CLOAKROOMS

PRAYER ROOM

H

INFORMATION POINT

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7F81 7F85 7F877F89 7F91

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7F3

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7G10

7F5

7C30

7H1

Auditorium A

App Lounge

Auditorium B Damm

Bar

Auditorium C

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INFORMATION POINT

ACCESS TO

CLOAKROOMS

VILLAGE MAPSPONSORED BY

All information correct as of February 17, 2012

MWC12 Daily DAY1_DAY1 23/02/2012 14:14 Page 58

Page 59: MWC-Day 1.pdf

Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 59

Z4.1 Z4.2

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Z3.1

Z3.2

Z5.1

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ZONE 3, ZONE 4 & ZONE 5 | FLOORPLANS

All information correct as of February 17, 2012

MWC12 Daily DAY1_DAY1 23/02/2012 14:14 Page 59

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Z6.1

TOWER

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AV60

AV01

AV03

AV05

AV09

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AV48

AV47

AV44

AV42

AV35

AV89

AV90

AV91

AV94

AV95

AV97

AV100

AV102

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AV108

AV109

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AV27

AV22

AV20

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AV78

AV79

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AV74

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AV69

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AV41

AV99

AV32

AV33

AV87

AV81

AV06

AV25

AV23

AV55

AV105

AV92

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AV37

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Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 60

VILLAGE MAPSPONSORED BY

All information correct as of February 17, 2012

MWC12 Daily DAY1_DAY1 23/02/2012 14:14 Page 60

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HALL 1.0@-yet GmbH 1B137Layers 1G34 Accanto Systems 1J37 Accuris Networks 1F17 Adax 1E43 ADECEF 1F56 Adobe Systems Incorporated 1C31, 4.1HS37Aeroflex 1B14 Agilent Technologies 1A46, 1.1HS35AIRCOM International 1A23 Airspan Networks 1C53 Airweb SAS 1G32 Aito Technologies 1E19 AixSolve GmbH 1B13 Altobridge 1F17 AMPHENOL ANTENNA SOLUTIONS 1D56 Anite Telecoms Ltd 1F43 Anritsu 1B31 AQ Corporation 1E05 Argela 1C13 Arieso 1D62, 3.1HS62 ARM Limited 1C01, 1.1HS57Ascom Network Testing 1C09 Ascot International Srl 1A19 Astellia 1B08 AT4 wireless 1H29 Automation Engineering Incorporated 1J32 Avanquest Software (BVRP) 1B59 avinotec GmbH 1B13 Bayer MaterialScience AG 1G49 Benetel 1F17 Bercut Ltd. 1A45 Bluechip Technologies t/a Guardian24 1E67 Bluegiga 1F62 Booz & Company GmbH AV116, 1F51boxPAY 1F17 brite:bill 1F17 Busan Technopark (Senior Product Industrial Center) 1E03 Business Oulu 1E31 Cambridge Broadband Networks Limited 1G26, 4.3HS30Cambridge Consultants Ltd 1E69 CBOSS 1D06 CCI - COMMUNICATION COMPONENTS INC 1E62 Celluon Inc 1F07 CERAGON 1D01 CEVA 1F33 Chips & Media Inc 1F07 CM International 1C67 Comarch S.A. 1F20 CommProve 1H39 COMPRION GmbH 1G38 Comptel Corporation 1C06 ComputaMaps 1C17 Comviva 1E01 Contela 1F07 Convergys 1G69, AV69Creanord Oy 1E19 Creative Communication Solutions - Cequens 1D33 Crucialtec Co., Ltd. 1G39 CSIT 1E67 cVidya Networks Ltd. 1F05 Cypress Semiconductor Corp 1B12, 1.1HS21 Dasan Networks, Inc 1E74 digame mobile GmbH 1B13 DigitalAria Co Ltd 1F07 Ditech Networks 1E52 Dolby Laboratories, Inc. 1C43, 1.1HS72 Dream Chip Technologies Ltd 1E72 Duesseldorf, City of 1B13 E-Blink 1F61 ECCO Outsourcing 1D33 Egypt South Africa for Communications 1D33 Emblacom Oy 1E19 Emirates Data Clearing House 1F60 Enterprise Ireland 1F17 Entre Marketing Ltd 1E19, 1F62, 4.4HS25Equiendo Ltd 1F17 Escher Group Ltd 1F17 ESRI Northeast Africa 1D33 Etisal International 1D33 European Communications Engineering 1E19 EVISTEL 1A11 EXFO Nethawk 1G55, 3.1HS20Exomi Oy 1E19 F5 Networks 1H21, 1.1HS64FeedHenry 1F17 Femto Forum 1G19 Fjord 1E19 Foxda International Limited 1G61 F-Secure Corporation 1E19 FUJITSU SEMICONDUCTOR LIMITED 1F69, 3.1HS175FUTURE PRODUCT DESIGN 1J44 Gigamon LLC 1A03 Giza Systems 1D33 Globitel/Global Modern Telecom Sol. 1A59 GoS Networks 1F17 Gyeonggi Technopark 1E03 Hancom Inc 1F07 HRS Hotelreservation Service Robert Ragge GmbH 1B13 hSenid Software Singapore Pte Ltd 1F04 HTC Europe Co Ltd 1D34, Z4.1 iBasis 1E32, 3.1HS164Ibys Technologies S.A. 1G36 Imagination Technologies 1D45 IMImobile Pvt Ltd 1A62, 1B63 Information Technology Industry Development Agency-ITIDA 1D33 initialT Co.,Ltd 1F07 INOVAR 1F47 Inspire Tech Pte Ltd 1F04 Integration Services and Technologies 1D33 Intelligent Services Solutions (ISS) 1D33 InterDigital 1D07 Intivation 1F53 Invest Korea 1E05 Invest Northern Ireland 1E67 Invigo Offshore SAL 1E70 IP Access Ltd 1E02 IPProtocol 1D33 Iptune Ltd 1E19 Ixia 1E47 Ixonos 1E19 Jampot Technologies Ltd. 1E67 JDSU 1G63, 1.1HS65Jibe Mobile 1A50 Jinny Software Ltd 1E38 JOT Automation 1E19 JumpSurf 1F04 Juni 1F07 Kaelus 1D68, 3.1HS166 Kapsch CarrierCom 1F24 Keynote SIGOS GmbH 1F70

Kineto Wireless 1A41 Kochar Infotech P Ltd 1J33 Korea Trade-Investment Promotion Agency (KOTRA) 1E05, 1F07 KOTRA HQ 1F07 Lavandoo Mobile Solutions GmbH 1B13 LogMeIn 1G31 MACH Sarl 1H49 Mavenir Systems 1G45 MCTEL 1G13 MediaTek Inc. 1C58, 3.1HS161Medisana AG 1B13 METRO GROUP Future Store Initiative 1B01 Meucci Solutions 1J46, 1.1HS47Mformation Technologies 1A56, 4.4HS31Microsoft Corporation 1D19 Mindspeed Technologies 1E57, 3.1HS131Mixem Solutions Ltd. 1E19 Mobile World Capital - Barcelona Hospitality Suite 1F00MobileAware 1F17 MobileMonday Belfast 1E67 Mobilethink A/S 1F68 Movirtu Limited 1D64 MTLD Top Level Domain T/a DotMobi 1F17 Muvee Technologies Pte Ltd 1F04 My Tour Talk 1E67 N Diseno Y Arte Digital, SL 1J42 N.A.T. GmbH 1B13 NEOMTEL 1E05 NetScout 1G05 Nexus Telecom AG 1J36 Novatel Wireless, Inc. 1A55 NRW.International GmbH 1B01, 1B13Nujira Ltd 1C62 NVIDIA Ltd 1C34 NXP Semiconductors Netherlands BV 1F14 NXP Software 1A15 Olaworks Inc 1E05 OnMobile Global Ltd 1F38 Open Idea 1H33 Opera Software 1C44 OPTICOM GmbH 1B39 ORBIT IT Solutions 1B13 P3 communications GmbH 1B70 Paper Bag Ltd 1E67 Parfield Software S.A.E. 1D33 Peter-Service 1A48 Phone Fashion 1F59 Picochip 1E57, 3.1HS127 Polystar Instruments AB 1E04 Powerme Mobile 1J45 Printechnologics GmbH 1J37 Project People Limited 1H60 PROTEI 1B49 PT 1G15 Qualigon GmbH 1B13 RADCOM 1D01 Radisys 1F01, 1.1HS28 Redknee 1E37, 3.1HS165, 3.1HS171Revector 1E58 Rightware Oy 1E19 Roamware Inc 1E44 Rockshore 1E56 Rohde & Schwarz GmbH & Co. KG 1E51 Rsupport Co., Ltd 1E05 S3 Group 1F17 SAP AG 1B22 Scottish Development International 1E68 Secusmart GmbH 1B13 sensewhere Ltd 1E64 SES RFID Solutions GmbH 1B13 Sewon Teletech Inc 1F07 Silent Communication 1F02 Silicon Vision 1D33 Singapore Pavilion (SMa) 1F04 SK C&C 1F07 Smardi (Smart design & research institute) 1E03 Smart Villages Company 1D33 Socowave Limited 1F17 Softforum Co., Ltd 1F07 Solaris Mobile Ltd. 1F17 SPB Software Ltd. 1A27, 4.1HS25 SPB TV 1A70 Speechstorm 1E67 Spirent Communications 1C14 Star Arcade 1E19 STAR FINANZ GmbH 1B01 Starhome GMBH 1E32Steepest Ascent Ltd. 1E54 Stream Media Pte Ltd 1F04 SwissQual AG 1A07 Tagit Pte Ltd 1F04 Tango Telecom 1F17, 1.1HS59 TAWASOL IT 1D33 Tecnotree Corporation 1C50, 3.1HS187Tekelec International SPRL 1F44 Tektronix Communications 1D67, 1.1HS36 Telecomax VAS for Mobile services 1D33 Telenity 1B51 Tensilica 1F39, 1.1HS70Testplant 1E60 The Now Factory 1F17, 1.1HS61 TIBCO Software SL 1C63 Tieto Corporation 1F25, 3.1HS153, 3.1HS156, 3.1HS158T-monet Inc 1F07 TotalMobile 1E67 TriQuint Semiconductor 1B55, AV97tyntec 1B13 Ulticom 1G48 Victory Link 1D33 Visa Inc. 1B19 ViviTouch (Artificial Muscle, Inc.) 1G49 Volubill 1B18, 3.1HS162Watchdata Technologies Pte Ltd 1C05,1.1HS32 Webroot Inc. 1G03WeDo Technologies 1J31, 1J34Wellington Computer Systems Ltd 1E67 Welsh Assembly Government 1E66 Wireless Power Consortium 1F62 WOYC Ltd 1J42 Xceed Technologies 1A40 XPAL Power Inc. 1G59 Xpress Integration 1D33 YOC AG 1B13

HALL 1.142 Telecom(Global Sales & Marketing) 1.1HS29, 1.1HS62 Agilent Technologies 1A46, 1.1HS35ArcSoft Inc 1.1HS49 ARM Limited 1C01, 1.1HS57Cypress Semiconductor Corp 1B12, 1.1HS21 Dolby Laboratories, Inc. 1C43, 1.1HS72

DTS 1.1HS39 EMPIRIX INC. 1.1HS25 F5 Networks 1H21, 1.1HS64Gameloft 1.1HS24 Informa Telecoms & Media 1.1HS40 Intellect c/o Tradefair Ltd 1.1HS43JDSU 1G63, 1.1HS65Meucci Solutions 1J46, 1.1HS47Mobixell Networks, Ltd. 1.1HS51 Radisys 1F01, 1.1HS28 Sand 9 1.1HS52 Tango Telecom 1F17, 1.1HS59 Tektronix Communications 1D67, 1.1HS36 Tensilica 1F39, 1.1HS70The Now Factory 1F17, 1.1HS61 Vantrix 1.1HS48 Watchdata Technologies Pte Ltd 1C05, 1.1HS32

HALL 22N TELEKOMUNIKACE 2G13 2operate ApS 2A05 6WIND 2B122 a:k:t: Informationsystems AG 2H71 Acapela Group 2E47 Accel Telecom 2C72 Accuver/Innowireless 2B127Ace Technologies Corp. 2F09 AceAxis Ltd 2F07 ACT750 2E47 ActivNetworks 2E47 AD4SCREEN 2E47 ADAPTIT SA 2H61 Adelya 2E47 ADEUZA 2F49 ADTECH AG 2B38 Advanced Track and Trace 2E47 Advantech Co. Ltd. 2G38 Aeon Consulting 2E47 Aerotel Medical Systems 2C72 AFD Technologies 2E47 Agence Regionale De Developpement Paris Ile -De France 2E47 agenceNTIC Bourgogne 2E47 AIPTEK International Inc. 2J18 Aktavara AB 2F13 Alberta Canada 2A108, 2A110, 2A97-B Alberta ICT Industry Association 2A110 Allot Communications 2B53 ALSETT 2E47 Altai Technologies Ltd 2C96 AltiGen Communications, Inc. 2D33 Alvarion 2A114, 2C25 AM3D A/S 2A05 AMD Telecom S.A. 2E07 AMOS- Spacecom 2C72 ANT+ 2C93AnyDATA Corporation 2A78 Apliman Technologies 2J25 AppBooster Sweden AB and OptiCaller Software 2F13 Appsfire 2E47 AppSpotr by CamClic 2F13 APS DIGITECH HOLDINGS LIMITED 2J61 Aptilo Networks 2B117 AQUAFADAS 2F49 Aquaways Co., Ltd. 2J20 AriadNEXT 2F49 Arkamys 2E47 Arkivator Telecom 2F13 Artı Teknoloji Kollektif Sti. 2E66 Artificial Solutions 2F13, 7F86Artilium 2H33 Artiza Networks, Inc. 2D49 arvato distribution GmbH 2J09 Ascade 2F13 Asentria Corporation 2B87 ASIATELCO TECHNOLOGIES CO 2H45 Askey Computer Corp. 2B72 Aspiro 2A67 Atchik-Realtime 2G32 ATES Networks 2E47 ATLANTIS INTERNACIONAL S.L. 2F32 AtomiZ SA 2E47 AUGMENTED REALITY LAB SL 2H47 Ausonia S.r.l. 2F08 austriamicrosystems – TAOS 2H02, 4.5HS14 Avenir Plastic Cards 2F49 Avenir Telecom 2C47 Avertim 2H33 Avoca Technologies Inc. 2A97 Avvasi Inc 2A97, 4.6HS39 Awex Barcelona Foreign Trade Office 2H33 Awex -Wallonia Export & Investment Agency 2H33 Awox 2F49 AWT Walloon Telecom Agency 2H33 Axell Wireless 2C26 Azcom Technology 2F01 AzureWave 2C09 Baboonix LTD 2C75 Baseband Technologies Inc 2A110 Beepeers 2F49 Beepsend AB 2F13 beeweeb 2A29 Beijing Digital Grid Technology Co.,Ltd 2J69 Belgium-Belgica 2H33 BeNomad 2E47 Berkeley Varitronics Systems 2B80 Berlin-Brandenburg c/o Berlin Partner GmbH 2D51 Bewigo Technologies 2E47 Birdstep Technology AB 2F13 Blackbox Integrated Data Collection 2A108 BLiNQ Networks 2A97bluenove 2F49 Bluestreak Technology Inc 2A101 Bluwan 2B61 BMX Computers 2H33 BoomeRing Communication (2005) Ltd. 2C72 Boost Communications 2F33 BRETAGNE INTERNATIONAL 2F49 BRGR Media 2F49 Brodit AB 2B124 Brussels Invest & Export 2H33 Brussels Invest & Export Madrid 2H33 Bulkypix 2E47 Buzzinbees 2F49 BYKOD 2E47 Bytemobile 2B77, 3.1HS113, 3.1HS115C&D Technologies 2B89 C4-Command & Control 2C72 Calade Technologies 2F49 CallMyName NTTM 2J42 Callup Net 2D82 CAPPTAIN 2F49 Cardtek 2B28

Cassis International 2F49 Castlabs GmbH 2D51 Cavium, Inc. 2B05 cDemo Mobile Solutions 2A97-B Ceedo 2D82 CelCite 2B13, 3.1HS44CellGuide 2C75 Cellint Traffic Solutions 2C62 CellMax Technologies AB 2B06 Cellular Italia S.p.A. 2F18 CelPlan Technologies Inc 2D37 Centile Telecom Applications 2A35 Cerillion Technologies Ltd 2D65 certgate GmbH 2C112 CETECOM GmbH 2D77 CGIT 2E47 Cinetix Srl 2A10 Cluster Edit 2E47 Coelmo srl 2C111 Coiler Corporation 2A26 Comba Telecom Systems AB 2E30 COMITE EXPANSION ECONOMIQUE DU VAL D'OISE 2E47 Commsquare 2H33 Communology GmbH 2B68, 3.1HS112Computaris International Limited 2A60 Comsys Telecom & Media - I-New Communicative Solutions 2B82 ConceptWave Software Inc. 2A112 Cooler Master Europe B.V. 2A90 Coresonic AB 2F13 CPC Co Ltd 2C94 Creova 2F49 Crypto Telecommunication Security SA 2F14 Crystal Reality LLC 2F69 CTDI GmbH 2H01 Danish IT Industry Association 2A05 Datang Telecom Technology & Industry Group 2H33 Dataport Bilgi Islem Çözümleri San. ve Tic. Ltd. Sti. 2E66 DATATRONICS, S.A. 2A86 Davicom, a division of Comlab 2A101 DAXIUM 2E47 DAZA-T ELECTRONICS COMPANY 2J54 D-CAT Technologies 2E66 Defne 2H42 DELTA OHM 2E47 Deltanode Solutions AB 2A23 Desay Electronics (Huizhou) Co Ltd 2A103, 7F97Dhatim 2E47 Dialog Semiconductor AV108, 2F28Dialoga Group 2C20 Dicapac Co., Ltd. 2B109 DigiMo Group Ltd 2C72 Digital Receiver Technology, Inc. 2B106 Digitata 2C105 DingLi Communications Corp.,Ltd. 2E35 Discretix Technologies Ltd. 2C72, 4.7HS22 DocDoku 2E47 DORIANE 2F49 Doro AB 2G01 Dotemu 2E47 DragonWave Inc. 2A118 DxO Labs 2E47, 3.1HS88 EASTCOMPEACE SMART CARD CO.,LTD. 2H36 eb Lab 2E47 Echovox 2F49 Elan Microelectronics Corporation 2G33 Electro Power Systems SpA 2B104 Elite Mobile 2C10 Elliptic Technologies 2A112 EMSS Consulting (Pty) Ltd 2B70 Encap 2A67 Endstream Communications 2J12 ephoneNet 2E47 ERCOM 2D66 Escaux 2H33 ESET, spol. s r.o. 2G37 ESKADENIA Software 2A62 Ethrix 2C62 EUPEN - Kabelwerk Eupen AG 2H33 Eurocontracts s.r.o. 2J27 Euromediterranee 2F49 Exalt Communications, Inc. 2F36 Exir Telecom 2C19 eZ Systems 2E47 Fält Communications AB 2F13 Feedbox 2C62 FibroLAN Ltd. 2C62 Figen Yazilim Evi Ticaret Limited Sirketi 2E66 FIME 2E47 Fixmo 2A97 Flanders Investment & Trade 2H33 Flash Networks 2C53 FlexGroups 2A102 Flixwagon 2C75 Flybits 2A97 Focus Infocom GmbH 2C115 Forsk 2H18 Foshan Amplitec Tech Development Co., Ltd 2H69 Foxcom 2C62 Franklin Wireless 2C106 Fraunhofer HHI 2E41 Fraunhofer IIS 2E41 Fraunhofer-Gesellschaft 2E41 French Pavilion/Ubifrance 2E47, 2F49Frequency 2J01 From The Future 2H33 fSONA Networks Corp 2B73 Fujian Helios Technologies Co.,Ltd. 2H61 FutureCard 2A122 Futurecom 2B108 Fuzhou Rockchip Electronics Co., Ltd 2J65 FXI Technologies AS 2A67 GEKA Telecom 2E47 GENBAND 2A07 Geoimage 2E47 Gintel 2A67 Gionee Communication Equipment Co.Ltd.ShenZhen 2F29 GLOBO Mobile S.A. 2C05 GO TO MARKETING COMMUNICATION LIMITED 2J46 GoNet Systems 2C72 Goome Interactive 2C72 Government of Canada 2A107Groupe Elabor 2E47 Groupe Synox 2F49 GRUPO ORMAZABAL 2C37 GSMK CRYPTOPHONE 2D59 H@ND International 2H59 Haiku 2E47 Hanwang Technology Co., Ltd 2J48 haploid 2F49 HOBIM 2B57 Horizon Globex 2B95 Human Factors International 2B111 iBeaken 2H33

COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND

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Monday 27th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com PAGE 61

MWC12 Daily DAY1_DAY1 23/02/2012 14:14 Page 61

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iBwave 2A56 ICQ 2C62 Idomoo Ltd 2C62 Ikivo 2F13, 4.6HS46IKT Norge 2A67 IMEC 2H33 implementa gmbh 2H34 Infinite Peripherals 2D14 Infobip 2B01 Infonova GmbH 2F12 InforUMobile 2C72 Innovation Norway 2A67 INNPU TELECOM-TECHNOLOGY CO.,LTD. 2J64 INSIDE Secure 2D88, AV72Insight SIP 2F49 Insiteo 2E47 Intecs SpA 2B110 Intellicore 2F49 Intersec 2D15 Intracom Telecom 2C46 Invest in Bavaria 2C16 Invest in France 2F49 IP Trade 2H33 iPal Interactive Learning 2A97 IPERLINK 2E47 IPgallery 2D82 IQSIM 2F49 ISKRATEL 2F41 Israel Export Institute & International 2C62,Cooperation Institute 2C72, 2C75, 2D82Istanbul Chamber of Commerce 2E66 Istanbul Electrical-Electronics, Machinery and Information Technology Exporters' Association 2A125 JABLOCOM 2G69 Jamo Solutions 2H33 Jasper Wireless 2C110, 4.4HS01, 4.4HS30 JIANGXI JIANGGANGSHAN CKING COMMUNICATION TECHNOLOGY CO.,LTD. 2J52 John Wiley & Sons Ltd 2A100 JPL NASA 2C92 Jungo Ltd 2C75 justAd.TV Ltd 2C62 KATHREIN-Werke KG 2B16 Kavveri Telecom España SLU 2G20 Kawet 2E47 KEBTechnology Co., Ltd 2H14 KINOMAP 2E47 Komtel Telekomunikasyon Ltd. Sti 2E66 Kontron 2A28 Lapback AS / Ozonity AS 2A67 Largilliere Finance 2E47 LDmobile 2F49 Leib ICT 2A116 Lemonway 2E47 Life Informatique 2E47 LIN.K 2H33 LINKRA 2C108 Linktop Technology Co., Ltd 2H62 Linpus Technologies Inc 2B126 LitePoint Corporation 2B75 LivingObjects 2E47 Lleida.net 2E38 Logia Group ltd 2C72 LOGIWAYS 2F49 Loyaltek 2H33 Lyrtech RD 2A101 Madgic 2E47 Maeglin Software/Pleex 2F49 Magicsolver 2A25 MailVision Ltd 2C62 Mapping Control 2F49 Mapyourdream 2E47 Marben Products 2D03 Materna GmbH Information & Communications 2A27 Matrixx Software 2F02 MCR Media Group 2C72 Me Plus My Mobile 2E47 Media Mobility 2E47 Media5 Corporation 2A101 Mentum 2G15 Mer Telecom 2C72 Mercury Mobile Int AS 2A67 Mesaplexx UK Ltd 2E46 Midi Pyrenées Expansion 2E47 MIND CTI 2D82 MIXXIT 2F49 Mob4Hire 2A110 Mobenga AB 2F13 Mobile Arts 2F13 Mobile Systems International 2B90 Mobile Tag SAS 2E47 Mobile Token 2H33 Mobilead 2E47 Mobilemonday Brussels 2H33 Mobiletech 2A67 MobilitySector 2A108 Mobinets (Mobile Networks Solutions) 2H64 MobiWeb 2A16 MobPartner 2E47 Mobylla 2H33 Moimstone Co Ltd 2B26 Mondial Telecom 2H33 Moobifun 2E47 Moota Telecom AS 2A67 MOOTWIN 2E47 More Mobile Relations 2A67 Mosaik Solutions 2D26 Mpathix 2A97 Mr Handsfree (TE-Group NV) 2H33 MTI Wireless Edge Ltd. 2B125 Multicell 2F49 myFC AB 2F13 Myfeelback 2E47 NAMIKI PRECISION JEWEL CO., LTD 2B120 Nanjing Wanlida Technology CO Ltd 2D02 Napatech 2G28 Nash Technologies 2E18 National Instruments 2B93 NAVITEL s.r.o 2H60 Nedstack PEM Fuel Cells 2C95 Nemotek Technologie 2B112 Neomades 2F49 Neonode Technologies AB 2J31 Neosesame 2E47 NET CHECK GmbH 2D51 NetComm Limited 2B119 Netheos 2F49 Netsweeper 2A112 New Media Network 2A67 Newfield Wireless 2A66 Newport Media, Inc 2E33 Nexage 2B103 NICE Systems 2B76

Nomad 3D 2F49 Nomadesk 2H33 Nordic Semiconductor 2A67 novero 2C15 NovoSpeech Ltd 2C75 Octasic Inc. 2H58 Omniware Solutions Inc. 2A97 Onda Communication S.p.A. 2B17 One Smart Star 2C75 Ontario Ministry of Economic Development and Innovation 2A97, 2A112Opal 2A92 Open Cloud Ltd 2C88 Open Sugar 2E47 OpenSignalMaps & Wi-Ex 2J29 Optiway 2C62 Orca Interactive 2C75 Origin GPS 2C62 P.I. Works TR Bilisim Hizmetleri Sanayi ve Ticaret A.S 2E66 P2i 2E58 Page Up 2E47 Panorama Antennas Ltd 2B98 Partelec 2E47 Partron 2H04 Pass Solutions 2G16 Penna Reklam Produksiyon Organizasyon Yazilim Hizmetleri Tic. Ltd. Sti 2E66 Perceptiva LABS 2E47 Phaesun France SAS 2F49 Phonitive 2E47 pic2world 2C72 Picitup 2C75 Pixavi AS 2A67 Pixeet 2F49 PIXOWL INC. 2E47 Playground 2F49 Plugnsurf 2E47 Polaroid 2C14 Pole Star 2E47 Polycom 2D01, 4.6HS06Pops 2C75 Pordiva 2E66 PowerOasis Ltd 2H08 PRAGMA 2F49 Prisma Engineering 2E12 Projektron 2D51 Provence Promotion 2F49 Province of Quebec 2A101 PSWinCom AS 2A67 Pureagency 2F49 Push Science 2A112 QGate Innovations GmbH 2B39 Qingdao Haier Telecom Co.,Ltd. 2J11 QINGDAO HIPOWER NEW ENERGY GROUP CO., LTD 2H43 Qosmos 2A70 Qosmotec Software Solutions GmbH 2D49 Qowisio 2F49 QuadManage 2C62 Quality Technology Industrial Co., Ltd. 2J51 QUTU THERMAL CONTROL SYSTEMS CO., LTD 2B40 RAD Data Communications Ltd. 2C72 RADWIN Ltd 2C62 Raycap 2H56 RCS Rampal Cellular Stockmarket 2C62 RD-GEO 2E47 RealVNC Ltd 2E14 Recommerce Solutions 2E47 REVE Systems 2A111 REZOPEP - MIDI-PYRENEES' INCUBATOR NETWORK ASSOCIATION 2E47 RF Window Co Ltd 2D28 Rivierawaves 2F49 Roam4Less 2A97 Robots and Pencils Inc 2A110 Rohde & Schwarz Topex 2A58 RoutoMessaging 2A82 Ruckus Wireless 2D62 Runcom Technologies Ltd 2D82 Saguna Netoworks 2D82 Sandvine Incorporated 2H57 Sanjole, Inc. 2C100 Sanopolis 2H33 Santok 2C31 SBS SpA 2H07 Scan Engineering Telecom CJSC 2B102 ScanBiz Mobile Solutions LP 2C75 SCS Cluster 2F49 SDMO INDUSTRIES 2E17 Secfone AG 2J41 Selecom 2F49 SENSIRION 2C107 Sequans Communications 2G11 SerVision Ltd. 2C72 SETELIA 2F49 Shaanxi XinTong Intelligent Technology Co., Ltd 2B09 Shanghai BroadMobi Communication Technology Co Ltd 2J55 Shen Zhen Power Idea Technology Limited 2J56 Shenzhen Anycool Communications Co., Ltd. 2H70 SHENZHEN BLEPHONE TECHNOLOGY CO.,LTD. 2J60 Shenzhen Ephone Communication Technology Co.,Ltd 2J59 Shenzhen Gongjin Electronics Co.ltd (T&W) 2J58 Shenzhen Huaptec Co., Ltd 2J53 Shenzhen Konka Telecommunications Technology Co. Ltd. 2F27 ShenZhen SIMTECH Technology Co.,Ltd. 2B100 Shenzhen Wave Multimedia Co.,Ltd 2J15 Shyam Networks (A Division of VNL) 2B47 SIAE MICROELETTRONICA 2D54 Siemens AG CMT 2H53 Sigma Mediterranee 2F49 Siklu Communication Ltd. 2C72 Silicon Image 2C06 SILIGENCE 2F49 SIMCom Wireless Solutions Co.,Ltd. 2H19 SimService A/S 2A05 SIRADEL SAS 2G41 Sisteer 2E47 Skiller Games 2C72 SKYFIBER 2B92 SleepRate by HypnoCore Ltd. 2C75 Smartadserver 2E47 Smartcom 2F49 SMScarrier.EU by interactive digital media GmbH 2G50 SMSGlobal 2C28 SMSTRADE 2B27 SNAPKEYS 2C75 SNAPP 2F49 Sofialys 2E47 Sofrecom 2B69-B SOLiD Technologies, Inc. 2C67 Sonus Networks 2C13, 4.2HS25Spaceyes 2E47 Sphere 3D Inc 2A97 Spinner GmbH 2C81 SPIRIT DSP 2H11

StarVedia Technology Inc 2G70 Stoke, Inc. 2D08 Streamwide 2H50 Studio Ama 2F49 Subex (UK) Limited 2G45 Sud de France Développement 2F49 SUPERTOOTH E.C.E. S.A.S. 2G18 Surikate 2F49 Sweden at the Mobile World Congress 2F13 Sweden Mobile Association 2F13 SWID 2F49 SwingMobility 2F49 SYMENA 2C103 Synapse Mobile Networks Nordic AB 2F13 Synchronica plc 2A37 Systematic Paris-Region Cluster 2E47 SZ Telstar Co., Ltd 2J57 Tagattitude 2E47 Tail-f Systems 2F13 Talkpool 2F13 Tam Tam Consulting 2H33 Taqua 2A06 TATA ELXSI LTD 2D23 TazTag 2F49 TD Industry Alliance (TDIA) 2A73 TE Connectivity 2A61 Team Cote D'Azur 2F49 TEAMBLOGGER 2H33 TECHFAITH WIRELESS COMMUNICATION 2J21 TechnoSpin 2C62 Teclo Networks AG 2A14 Tekora 2E47 Telco Systems 2D82 Telcordia 2B25 TeleBilling A/S 2A05 TeleMessage 2C72 Telena 2A10 Telepin Software 2A97 Teligent Telecom 2F13 Tellabs 2A47 Telmar Network Technology 2G08 Tevolys 2E47 Tierone OSS Technologies Inc. 2A97 Tongyu Communication Inc. 2C114 TOPWISE COMMUNICATION CO.,LTD 2J50 Trango Systems, Inc. 2A126 Transatel 2E47 Transfer To 2E47 TRANSWITCH CORP 2G63 Trendit 2C72 Triplay 2C72 Trusted Logic 2B12 TrustNorway AS 2A67 Turkcell Technology Research & Development Inc 2B57 TXO Systems 2B116 Ubidyne 2C98 Ubleam 2E47 UBM TechInsights 2B113 ULEX Innovative Systems 2F49 Umeox Mobile Limited 2D40 United Time Technology Co.,Ltd 2J63 Upnext Research 2F49 UTEL 2E47 UXP Systems Inc. 2A97 VASCO Data Security 2H33 Vayosoft Ltd 2D82 V-DOCS 2D20 vedicis 2C102 VeriFone 2D06, 3.1HS129Vertex Wireless Co., Ltd 2B101 Viaccess 2B69 Vidiator 2D05, 3.1HS58ViewSonic Europe 2H10, 3.1HS54VISICOM 2D29 Vision Objects 2H54 VitalSignals Enterprises Inc 2A110 Vivacoeur 2F49 Vivatel Co Ltd 2C101 Vizrt 2F37 VMware 2G39 VNL 2B33 Voipswitch 2J49 VSS Monitoring, Inc. 2B115 VTT Technical Research Centre of Finland 2G12 W3C 2A31 Watch4net 2A101 WaveIP 2C72 Wavion Ltd. 2A114, 2C25, 2C62Wedge Networks Inc. 2A97-B w-HA 2B69-C Wind River 2A17, 4.4HS02 WIT Software 2C63 Wondercode AS 2A67 Xbrainsoft 2E47 Xiamen 35.com Mobile Communication Technology CO.,Ltd. 2A120 Xtreme labs Inc 2A97 Yangzhou Jingcheng Electronics Ltd. Co., 2J70 YOUi Labs Inc. 2A97 Zoom Technologies, Inc. 2C109

HALL 2.1ADS PROFESSIONAL EVENT 2.1D34 Aexio Software Sdn Bhd 2.1B22 AIRTAG 2.1B77 Airway Technologies 2.1A40Anomalous networks 2.1A15 APPSCEND 2.1D34 Arista Networks 2.1A77 AROBS Transilvania Sofware 2.1D34 ARTKLIKK 2.1B59Arvento Mobile Systems 2.1D26 ASICBANK Co., Ltd 2.1E56 Azimuth Systems 2.1D46 Batterie plus 2.1EZ6 Bima 2.1C83 BIOMETRY 2.1A85 BIT & Pulse Co Ltd 2.1A11 Bitdefender 2.1C10 BroadSoft, Inc. 2.1A12, 4.1EHS11 CalAmp 2.1A70 Carrier IQ 2.1A33 Continua Health Alliance 2.1E64 Corning Cable Systems 2.1C09 Corning MobileAccess 2.1C07 Cummins Power Generation 2.1E76 Cyberplat LLC 2.1D70 Cytech 2.1C62 Datapolice ( Formula Factory BV ) 2.1D10 Dension Audio Systems Ltd. 2.1B10 Developing Solutions, Inc. 2.1EZ1 Digivive Services PVT Ltd 2.1A73 DMD Mobile Sdn. Bhd. 2.1B71

Do It In Barcelona 2.1B26 Econet Solar 2.1E57Elitecore Technologies 2.1A27 Ephone International (S) Pte Ltd 2.1E63 Exadel 2.1A59 Fiabee Inc. 2.1B76 Fiberlink Communications 2.1EZ18 Flexenclosure 2.1D67 GE Energy Storage 2.1C11 Gemtek Technology Co., Ltd. 2.1C38 Genie Networks Limited 2.1A14 GILDEMEISTER energy solutions 2.1E70 Global Certification Forum (GCF) Ltd 2.1E58, 2.1E59 Global Payment 2.1D72 GNSS Technologies Inc. 2.1EZ9 GOTrust Technology Inc. (GO-TrusT) 2.1C26 GSMA 2.1A68, 4.6HS13HCL Technologies 2.1A36, 4.4HS19 HDMI Licensing, LLC 2.1A42 HealthAlert App 2.1E65 Heliocentris Energiesysteme GmbH 2.1E71 Hidalgo 2.1E60 iCreation Inc 2.1B27 IGS corporation Limited 2.1B29 iHealth Lab Inc. 2.1E61 InAccess Networks SA 2.1D66 Inceptum d.o.o. 2.1B16 INCROSS Co., Ltd 2.1A10 Indus Net Technologies 2.1C13 INMESOL, S.L. 2.1B61 InMobi 2.1C64 IPIX 2.1A76 ipoque- a Rohde & Schwarz Company 2.1A74 iQuest 2.1D34 IT Six Global Services 2.1D34 Itude Mobile 2.1E67 IVIO 2.1E91 Job and Esther Technologies 2.1C49 Joyent 2.1A75, 3.1HS90KL Trade Sp. z o.o. 2.1B32 Koncar - Electrical Engineering Institute, Inc. 2.1E74 Laipac Technology Inc 2.1D63 Layer 7 Technologies 2.1A79 Level, Ltd. 2.1D51 Maxcom 2.1D59 mCRUMBS GmbH 2.1C60 Metis S.A 2.1E68 MicroStrategy 2.1C50, 3.1HS97MobiWork 2.1A81 Momac 2.1D58 MoPub Inc. 2.1A58 MoreMagic Solutions, Inc. 2.1D80 Movidius 2.1E51, 4.7HS06 NETCOM TECHNOLOGY (HK) LTD. 2.1C81 NIS GLONASS 2.1B40 noriba GmbH 2.1D60 NTA GLOBAL 2.1E80 Oblong Industries, Inc. 2.1D16 Obopay Inc 2.1C85 OPENCODE SYSTEMS 2.1B51 Paythru 2.1C75 Pearson 2.1A78Pentalog Romania 2.1D34 Plexstar Inc. 2.1A21 Polaris Networks Inc 2.1B12 Pontiflex 2.1A69 Powerstorm 2.1E75 Poynt Corporation 2.1C58 Preventice 2.1D61 Procera Networks 2.1A39, 3.1HS170PT. Konten Indomedia Pratama 2.1C15 PT. Sarana Maju Lestari 2.1D08 QIWI Ltd 2.1D74 QUALTEH 2.1D34 Questex Asia Ltd 2.1E94 Racelogic 2.1B11 Ranplan Wireless Network Design Ltd. 2.1A05 Raylight Soluciones Tecnológicas S.L 2.1E69 Rosberg System AS 2.1A85 RouteSms Solutions Limited 2.1A24 Rx Networks Inc 2.1C28 SAFT 2.1D71 Seavus 2.1A83 Sedco 2.1D20 Sematron España 2.1B25 SHENZHEN SANJUN POWER INDUSTRIES.CO 2.1A19 SLA Mobile 2.1D78 SoftLayer Technologies 2.1B72 Solacia Inc 2.1C66 SOTI Inc 2.1C45 Stella Doradus 2.1C27 Strastar Communications 2.1A13 Swissmed Mobile 2.1E62 Synchronoss Technologies, Inc. 2.1B82 TELECOM REVIEW 2.1E98 TeleSemana.com 2.1E96 Telnet Redes Inteligentes, S.A 2.1A34 Tenesol & EDF Groups 2.1E77 Tessera 2.1D32, 3.1HS65, 3.1HS70, 3.1HS71, 3.1HS72The Logic Group Enterprises Ltd 2.1C72 ThinSlices 2.1D34 Tom Sawyer Software 2.1E83 Transilvania Software 2.1D34 UMIC Research Centre, RWTH Aachen University 2.1D53UnboundID Corp. 2.1B74 Urban Green Energy 2.1D69 Utiba Pte Ltd 2.1C73 V2R VISION TO REALITY 2.1EZ13 Verivo Software, Inc. 2.1C20 Vineyard Networks Inc 2.1A72 Vire Labs Ltd 2.1C12 Visual Fan 2.1D34 VisualOn Inc 2.1D24, 4.7HS05 ViVOtech, Inc. 2.1C72 Vogtec 2.1B20 WaveNET 2.1EZ3 Wirecard Technologies AG 2.1D75 Yangzhou Mastone Communication & Electronics Development Co., Ltd 2.1A28 Zoho Corporation (ManageEngine/WebNMS) 2.1B78

Hall 3.0 Courtyard2Embedcom CY03 Abertis Telecom CY25 Accenture CY17 ALBEDO Telecom CY03 Andago Ingenieria SL CY22 Aplicaciones y Proyectos Tic (Aptica) CY22 Aviat Networks CY08 Barcelona Digital Technology Centre (BDigital) CY03 Barcelona Media CY03 Bharti Airtel Limited CY02

COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND

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Brightstar Corp. CY01 Costales, Fernandez y Asociados SA CY25 CTTC CY03 Directorate General for Telecommunications and the Information Society CY03 EEN-Enterprise Europe Network CY03 Emovilia CY03 Etisalat CY20 Eurostar Mediagroup CY22 France Telecom/Orange CY07, 4.7HS56Fujitsu Limited CY15, 3.1HS125, 3.1HS87Fundació i2Cat CY03 Geeksphone CY22 Genaker CY03 GOVERNMENT OF CATALONIA /GENERALITAT DE CATALUNYA CY03 Gowex CY25 GSMA - Embedded House CY13 IBM CY23 Ingenia Telecom, S.L. CY22 INVEST IN SPAIN CY25 JSC Ingenium CY25 Juniper Networks CY06 Mobbeel CY25 Narada Robotics CY03 Naranya CY22 NEAPOLIS CY03 Panasonic Mobile Communications Co., Ltd. CY31 Protección Online CY25 Secretaría de Estado de Telecomunicaciones y para la Sociedad de la Información CY22, CY25 Simfonics Iberia S.L. CY22 SITmobile CY22 Sixtemia Mobile Studio CY03 Solaiemes CY22 Sybase 365 CY18 Telenor Group CY19 Tempos21 CY03 Ubiqua CY25 Unkasoft Advergaming CY25 Urbiotica CY03 Vodafone Group Services Ltd CY29 Zain CY21 Zed Worldwide S.A. CY22 Zhilabs SL CY22

Hall 3.1 GalleryActix 8C66, 3.1HS16Antenna Software 3.1HS172 AuthenTec 3.1HS174 AVG Technologies CZ, s.r.o. 3.1HS138, 3.1HS140BridgeWave Communications 3.1HS86 Business Logic Systems 3.1HS186 Bytemobile 2B77, 3.1HS113, 3.1HS115CelCite 2B13, 3.1HS44Cloudmark Inc 3.1HS133 Cognovo Ltd 3.1HS30 Colt Telecom 3.1HS26 Communology GmbH 2B68, 3.1HS112Critical Path 3.1HS42 CTI Group 3.1HS50 Deltenna 3.1HS181 DigitalRoute 3.1HS04 DxO Labs 2E47, 3.1HS88 Evolving Systems 3.1HS98 EXFO Nethawk 1G55, 3.1HS20Export Development Canada 3.1HS93 Fujitsu Limited CY15, 3.1HS125, 3.1HS87FUJITSU SEMICONDUCTOR LIMITED 1F69, 3.1HS175Fundamo 3.1HS168 Good Technology 3.1HS96 Gree Inc 8A167, 3.1HS19, 3.1HS21Hitachi, Ltd. 2.1D40, 3.1HS41, 3.1HS51, 3.1HS61 iBasis 1E32, 3.1HS164Joyent 2.1A75, 3.1HS90Kaelus 1D68, 3.1HS166 Lime Microsystems 3.1HS100 MediaTek Inc. 1C58, 3.1HS161MicroStrategy 2.1C50, 3.1HS97Mindspeed Technologies 1E57, 3.1HS131Movile 3.1HS184 Movius Interactive Corporation 3.1HS126 Nextreaming 3.1HS176 NGMN Ltd 3.1HS114 Nielsen 3.1HS149 Nomor Research GmbH 3.1HS56 Oasis SMart SIM 3.1HS185 Packet 1 - Greenpacket Sdn Bhd 3.1HS101 Peregrine Semiconductor 3.1HS01 Picochip 1E57, 3.1HS127 PMC-Sierra Inc. 3.1HS08, 3.1HS10Procera Networks 2.1A39, 3.1HS170Rambus Inc 3.1HS09, 3.1HS13 Redknee 1E37, 3.1HS165, 3.1HS171RGB Networks 3.1HS34 Sonim Technologies 3.1HS102 Sycamore Networks, Inc. 3.1HS155 Symmetricom, Inc 3.1HS99 Tecnotree Corporation 1C50, 3.1HS187TeleTech 3.1HS147 TeliaSonera AB 3.1HS31, 3.1HS33, 3.1HS35, 3.1HS36, 3.1HS37Tessera 2.1D32, 3.1HS65, 3.1HS70, 3.1HS71, 3.1HS72T-GAIA Corporation 3.1HS05 Tieto Corporation 1F25, 3.1HS153, 3.1HS156, 3.1HS158Velocent 3.1HS83, 3.1HS84 VeriFone 2D06, 3.1HS129Vidiator 2D05, 3.1HS58ViewSonic Europe 2H10, 3.1HS54Vlingo 3.1HS24 Volubill 1B18, 3.1HS162Wireless Intelligence 3.1HS85

Hall 44G Americas 4.7HS50 Acer Europe S.A 4.1EHS9, 4.1EHS13 AdaptiveMobile 4.6HS01 Adobe Systems Incorporated 1C31, 4.1HS37Airvana LLC 4.7HS58Altair Semiconductor 4.6HS23 Amobee 4.3HS15 Aptina Imaging Corporation 4.5HS16 ASUS Technology PTE. LTD 4.4HS14 Atmel Corporation 4.3HS10 Audience, Inc. 4.7HS31 austriamicrosystems – TAOS 2H02, 4.5HS14 Avvasi Inc 2A97, 4.6HS39 Aylus Networks, Inc. 4.6HS07 Broadcom Corporation 4.1HS02 BroadSoft, Inc. 2.1A12, 4.1EHS11 Cambridge Broadband Networks Limited 1G26, 4.3HS30Cambridge Silicon Radio Ltd 4.0HS27 Citibank N.A. 4.1EHS1

comScore 4.6HS52 CounterPath Corporation 4.6HS21 Cygnus Broadband 4.7HS27 Deutsche Telekom AG 4.1EHS14, 4.1EHS15Discretix Technologies Ltd. 2C72, 4.7HS22 D-Link Corporation 4.6HS38 Ecrio Inc. 4.2HS36 Entre Marketing Ltd 1E19, 1F62, 4.4HS25Equinix 4.6HS02, 4.6HS05 Facebook 4.6HS22, 4.7HS35, 4.7HS44, 4.7HS46France Telecom/Orange CY07, 4.7HS56GCT Semiconductor, Inc. 4.5HS02 Google Asia Pacific Pte. Ltd 4.6HS49, 4.6HS53GSMA 2.1A68, 4.6HS13GSMA - Partnership Programme 4.7HS32 HCL Technologies 2.1A36, 4.4HS19 Hewlett-Packard Company 7C37, 4.6HS04, 4.6HS08, 4.6HS09,

4.6HS11, 4.6HS12, 4.6HS15, 4.6HS17, 4.6HS31, 4.6HS35Ikivo 2F13, 4.6HS46Intel Corporation 8B192, 8B197, 6HS14, 7B28, 4.1HS01Intrinsyc Software International, Inc. 4.7HS01 Jasper Wireless 2C110, 4.4HS01, 4.4HS30 Kyocera Communications, Inc 4.5HS04 LG Innotek Co., Ltd 4.7HS19 MASTERIMAGE 3D 4.1EHS7 Maxim Integrated Products, Inc. 4.3HS01, 4.3HS05, 4.3HS12, 4.3HS40McAfee International Ltd 4.7HS42 Mformation Technologies 1A56, 4.4HS31Microelectronics Technology Inc. (MTI) 4.6HS57 Micron Technology, Inc. 4.2HS18 MIPS Technologies, Inc. 4.6HS36 Mobile World Capital - Barcelona Conference Centre 4.9HS01Monotype Imaging Ltd 4.7HS36 MontaVista Software, Inc 4.1EHS16 Movidius 2.1E51, 4.7HS06 Movik 4.7HS14 MtekVision Co., Ltd 4.5HS01 Murata Electronics Europe 4.7HS38 Nanoradio AB 4.7HS60 Netbiscuits GmbH 4.5HS11 NetLogic Microsystems Inc. 4.5HS44 NetNumber Inc 4.7HS47 NTT DoCoMo, Inc 8B117, 4.2HS40, 4.2HS42Nuance Communications, Inc. 4.7HS03, 4.7HS18, 4.7HS20Polycom 2D01, 4.6HS06Pontis 4.5HS29 QuantumWave Capital 4.7HS48 RealNetworks Inc 4.0HS19 Red Bend Software 4.3HS50 ROUTE 66 4.7HS04 S Technologies Ltd 4.4HS03, 4.4HS05, 4.4HS07, 4.4HS09Samsung Semiconductor Europe GmbH 4.0HS02 Scalado 4.6HS27, 4.6HS61 Shazam Entertainment Limited 4.2HS12 Sierra Wireless AV44, 4.3HS02Sonus Networks 2C13, 4.2HS25Sprint 4.1EHS10 SRS Labs 4.7HS10 Stollmann E+V GmbH 4.6HS62 SYNAPTICS INC 4.7HS39 Syniverse AV105, 4.1EHS8Synopsys 4.2HS15 The Carphone Warehouse 4.1EHS19 TM Forum 4.6HS50 TomTom 4.3HS19 Ubiquisys AV92, 4.1EHS12, 4.3HS13Verizon Wireless 4.1EHS3, 4.1EHS4, 4.7HS13, 4.7HS15 Vesta Corporation 4.6HS63 VIMPELCOM LTD 4.1EHS5, 4.1EHS6VisualOn Inc 2.1D24, 4.7HS05 Wi-Fi Alliance 4.6HS48 Wind River 2A17, 4.4HS02 Yulong Computer Telecommunication Scientific (Shenzhen) Co., Ltd 4.1EHS2

Hall 6ACI 6HS4 Aepona 7E44, 6HS8Alcatel-Lucent 6C23, 6C63 Atlantic Provinces 6HS18, 6HS20 Brightcove 7G8, 6HS28 Ericsson 6E01, 6E30, Z5.1IMA (Israel Mobile and Media Association) 6C43, 6C50Intel Corporation 8B192, 8B197, 6HS14, 7B28, 4.1HS01MobiTV, Inc 6HS10 NTT Solmare Corporation 7C44, 6HS84Sony Ericsson Mobile Communications AB 6E01 Telmap Ltd 7C42, 6HS24Transaction Network Services (TNS) 6HS80 Urban Airship 6HS82

App PlanetAddFleet 7E87 ADEYA SA 7F24 Adfonic 7A96 Adtriple 7E73 Aepona 7E44, 6HS8AGENCE FRANCE PRESSE 7D64 agmis, UAB 7H2 Airpush 7A80 ALK Technologies Ltd 7C80 ANALOG TWELVE Co., Ltd. 7A102 Apadmi Ltd 7C28 Apperian, Inc 7G11 appMobi 7E75 arara inc. 7A92 Artificial Solutions 2F13, 7F86Auris 7F16 BACKELITE 7D84 Baltic Car Equipment 7H2 Baltic Web Studio 7H2 BCN touch 7E80 BIJUTSU SHUPPAN NETWORK Co., ltd. 7A103 BlackBelt SmartPhone Defence Limited 7C28 BlackBerry by Research In Motion Ltd 7B42 Blinzy Studios 7D81 Brightcove 7G8, 6HS28 Business Support Solutions 7C28 BuzzCity Pte Ltd 7E47 Canonical 7C87 CELSYS,Inc 7C44 Ciklum 7F14 CooTek 7C90 Counterpoint, SL 7F80 Coyote Systems 7C81 CRI Middleware Co., Ltd. 7A104 Deezer 7C86 Desay Electronics (Huizhou) Co Ltd 2A103, 7F97Digimarc Corporation 7B70 Down to Moon 7E82 eBay Inc 7D90

eBuddy B.V 7C34 eGain 7D58 Endomondo 7E63 Enough Software 7D62 Enterprise Lithuania 7H2 Enterprise Lithuania IT Cluster 7H2 ETRONIKA 7H2 EVP International 7G7 Fastaxi SL 7E86 FeliCa Networks, Inc 7A107 Fiksu 7H12 Fon Technology 7E69 fonYou Telecom, S.L 7F5 Forum Telecom, Inc. 7F16 Garmin / NAVIGON - a Garmin Brand 7D36 GetJar 7H2 GfK 7C69 Grupo.Mobi 7E71 GSMA OneAPI 7B82 HaptiMap 7H14 HeART BIT, Inc. 7A94 Hewlett-Packard Company 7C37, 4.6HS04, 4.6HS08,

4.6HS09, 4.6HS11, 4.6HS12, 4.6HS15, 4.6HS17, 4.6HS31, 4.6HS35

Hidden Brains Infotech Pvt.Ltd 7G4 HR-Germany / iGRIP 7F10 IGTS 7H2 Immersion 7C56 InMobiles BV 7H16 Innova 7C62 InQBarna 7E84 Intel Corporation 8B192, 8B197, 6HS14, 7B28, 4.1HS01InternetQ 7B26 INTSIG INFORMATION CO., LTD 7E45 Invensense 7B80 Itero 7H2 Itinerarium 7F83 iTo, UAB 7H2 J1CK Mobile Systems 7B86 Jabra / GN Netcom 7E58 Japan External Trade Organization (JETRO) 7A84, 7A88, 7A90,

7A92, 7A98, 7A103, 7A104, 7A106, 7A107, 7A112Jarbull by Globsis 7F20 jig.jp co., ltd. 7A100 Kaspersky Lab 7B38 Krusell 7E68 madvertise Mobile Advertising 7B102 Mail2World, Inc. 7G9 Malcom 7E73 mBlox 7D49 mediba Inc. 7A90 Metasite Business Solutions, UAB 7H2 Microgaming Software Systems Ltd 7H20 millenoki ltd 7B33 milog Inc. 7A88 MIPI Alliance 7H10 MOBIBASE 7F3 Mobile Systems, Inc. 7E61 MobileKing GmbH 7D42 MobOn 7H2 Mocean Mobile 7B34 Mokipay Europe 7H2 Movilway 7B68 Mozilla 7A38, 7B96Mubiquo Apps S.L 7B90 MultiActiva Mobile 7F81 NDrive Navigation Systems SA 7C70 NeoSOFT Technologies 7F95 Neosono 7E85 net mobile AG 7D35 Neustar AV89, 7A86NewPace Technology Development Inc. 7F89 Nokia Corporation 7H30, 7H40, 7I10NTT Solmare Corporation 7C44, 6HS84Octopod, Ltd 7B92 Oonair 7C35 OPENMARKET 7E42 openTrends Solucions i Sistemes S.L 7F93 OtterBox 7D60 Planet Media 7C83 Plunge interactive 7F85 Podsimka LLC 7A72 Private Planet 7C30 QITLABS 7D83 Qustodian 7F84 Roambi 7C106 RubicPro Ltd. 7F1 RUNTASTIC 7F91 Sennheiser Communications A/S 7D56 Service2Media 7B35 SHIFT inc. 7A106 ShinobiControls 7G6 SlashMobility 7E83 Sling Media Inc 7E52 Smaato 7C38 SOFT FOR YOU, SL 7F87 Spicysoft Corporation. 7A98 ST-Ericsson 7D45, Z4.2STMicroelectronics 7C18 Synctur 7D87 Tajseed Co. Ltd. 7D46 TeleSoftas UAB 7H2 Telmap Ltd 7C42, 6HS24theChanner 7E81 Thumbstar 7C28 TransferJet Consortium 7D22 Upstream Mobile Marketing Limited 7D61 Uwanna Inc 7G10 VALID 7B84 VELTI 7C58 Vopium A/S 7F12 Voxtrot 7A82 Vserv Digital Services Pvt. Ltd 7H1 WAC Application Services Ltd. 7C82 WIN Information Technology Inc 7B104 Wireless Media 7D80 WorldConnect AG 7B98 wöwbile Mobile Marketing 7D85 Yospace Technologies Ltd 7D20 Zyncro 7F82

Hall 82LK DESIGN LTD 8B192 Acision Nederland B.V 8A86, 8A93 Actix 8C66, 3.1HS16AirWatch 8B110 Amdocs Management Limited 8B101 AT&T 8A77, 8A80 Cellebrite 8B71 Celltick 8B73 Cisco 8A70, 8A111, AV64CLX Networks 8C72

Comverse 8B83 CSG International 8A67 Duracell Powermat 8B127 emporia Telecom Produktions- und Vertriebs GmbH & Co KG 8A139 eServGlobal 8A69 Ezetop Ltd 8C55 Gemalto SA 8A102 Giesecke & Devrient GmbH 8B65, AV84Golla Oy 8A50 Google Inc 8C25, 8C32 Gree Inc 8A167, 3.1HS19, 3.1HS21GSMA Pavilion - GSMA 8C118 Huawei Technologies Co., Ltd 8A159, Z6.1, Z6.2, Z6.4, Z6.5, Z6.6Innopath Software 8C67 Intel Corporation 8B192, 8B197, 6HS14, 7B28, 4.1HS01LG Electronics Inc 8B178 Morpho, e-Documents 8B76, AV79Motorola Mobility UK Ltd 8A28, 8A51NEC Corporation 8A125, 8A150 NewNet Communication Technologies 8A169Nokia Siemens Networks 8C01 NTT DoCoMo, Inc 8B117, 4.2HS40, 4.2HS42Oberthur Technologies AV66, 8B68Orga Systems GmbH AV91, 8B70Powerwave Technologies 8B109 Qualcomm Incorporated 8B30, 8B53Rich Communications Ecosystem 8C118 Samsung Electronics Co Ltd 8B169, 8B171, 8B175, 8B177, 8C167SanDisk Corporation 8B91 Sicap 8B94 SK Planet Co., Ltd 8A147 SK Telecom 8A142, 8A147 Skyworks Semiconductor SAS 8C132 Symantec Corporation 8A171 Symsoft 8C72 Tecore Networks 8C78 Teleca AB 8B79 TeleCommunication Systems, Inc. 8C115 Telefonica S.A. 8A115 Texas Instruments Incorporated 8A84 ZTE Corporation 8B145, 8C129, 8C139, 8C141

ZONE 3Ford Motor Company Z3.2 Qtel International Z3.1

ZONE 4HTC Europe Co Ltd 1D34, Z4.1 ST-Ericsson 7D45, Z4.2

ZONE 5Ericsson 6E01, 6E30, Z5.1

ZONE 6Huawei Technologies Co., Ltd 8A159, Z6.1,

Z6.2, Z6.4, Z6.5, Z6.6

AvenueAcme Packet AV48 ALCATEL ONE TOUCH AV10, AV12, AV32, AV33, AV34ANADIGICS AV83 Aricent Group AV86 Atos AV06 BelAir Networks Inc. AV03 BICS (Belgacom International Carrier Services) AV47 Blippar AV35 BlueRun Ventures AV100 Booz & Company GmbH AV116, 1F51Brightpoint, Inc. AV78 Carbon Diem AV35 Ciena AV09, AV74 Cisco 8A70, 8A111, AV64Convergys 1G69, AV69Dell Marketing L.P. AV23 Dialog Semiconductor AV108, 2F28Dialogic Inc. AV114 eeGeo lTd AV35 Emitac Mobile Solutions AV25 Freescale Semiconductor AV27 Freescale Semiconductors UK Ltd AV35 Geonovo Limited AV35 Giesecke & Devrient GmbH 8B65, AV84Imperial College London AV35 INSIDE Secure 2D88, AV72Iwireless Solutions AV35 Location Labs / Safely AV100 LSI AV76 Marvell Semiconductor, Inc. AV55 Metaswitch Networks AV81 Millennial Media AV42 mimoOn GmbH AV109 Mobile World Live AV05, AV20Mobilize AV35 Morpho, e-Documents 8B76, AV79Myriad Group AG AV102 Neustar AV89, 7A86Oberthur Technologies AV66, 8B68Openet AV94 Oracle AV60 Orga Systems GmbH AV91, 8B70PacketVideo AV38 Pinger AV01 Renesas Mobile Corporation AV16 RFMD AV71 Rovi Europe Limited AV90 SEVEN Networks AV41 Sierra Wireless AV44, 4.3HS02SmithMicro Software AV22 Stream Communications AV35 Sub10 Systems Ltd AV35 Syniverse AV105, 4.1EHS8TATA Communications (America) AV99 The Western Union Company AV87 TriQuint Semiconductor 1B55, AV97Ubiquisys AV92, 4.1EHS12, 4.3HS13UK Trade & Investment AV35 Wipro Technologies AV30 Wolfson Microelectronics AV95 Wood & Douglas AV35

COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND

EXHIBITOR LISTING

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A new consumer survey,commissioned by ComptelCorporation, the leading vendor ofCustomer Engagement software,has revealed that two-thirds ofconsumers feel neglected by theirmobile operators and that almosthalf are likely to churn within thenext two years as a result. Thesurvey also reveals howconsumers in United Kingdom,France, Germany and the UnitedStates would be more loyal and

willing to spend more, if operatorsengaged with them more.Comptel offers solutions which

combine the ability to collect a largeamount of data, make sense of themthrough advanced analytics, and takeengaging action through policycontrol, charging or service fulfilment.

For a copy of the researchresults, please visit Comptel(www.comptel.com) at booth#1C06.

Survey Reveals CustomersNeed More Love FromTheir Mobile Operators

EXHIBITOR NEWS

CTS, Crypto TelecommunicationSecurity S.A. presents the mostpowerful hardware encryptiondevice – NUME. NUME, a smallportable dual-processor encryptor,can be connected via Bluetooth orcable to any mobile telephone,tablet PC or standard PC. NUMEprovides seamless end-to-endprotection for you GSM connection,using strong voice, data, SMS, MMSand E-mail encryption. It hascompatible implementations forWindows, MacOS, Apple iOS,Android, Symbian, Blackberryoperation systems. NUME has a

built-in SD card 32 GB in encryptedform. NUME uses VoIP technology.Encrypted communication betweenusers can be established via 3Gnetwork or through CTS companySIP server, using direct Internetaccess via Wi-Fi or WiMax. Sowherever you are, whatever modernmobile device you have, with NUMEyou can be sure that all your privateinformation, transactions andconversations are secured.

Come and visit us at 2F14 orcontact us: www.nume.ch,[email protected]

Fujitsu is showing the new quad-core ‘superphone’ with ultra-fastOS, along with the world's thinnest6.7mm waterproof Smartphone,and much more. You will be able totouch and try all the incredible newSmartphones and tablets by Fujitsu

at the Fujitsu stand. While you'rethere, experience Fujitsu featureslike waterproof performance foryourself. Fujitsu is the oneSmartphone maker with verticallyintegrated manufacturing, a globalICT presence and comprehensive

expertise ranging fromsupercomputers to tablet PCs.

Come and visit our stand at‘Courtyard CY15’ or contact usvia the Fujitsu website(www.fujitsu.com)

Fujitsu Delivers Virtuoso Performance

An online survey by MACHdemonstrates that operatorsstand to benefit from a largeuntapped market in data roamingsimply by employing Wi-Fi. TheYouGov research has shown that24 per cent of smartphone/tabletusers have never accessed mobiledata abroad. Of those that have,45% have not used 3G at all, and43% prefer to connect over paid-for Wi-Fi.

Lokdeep Singh, CTO at MACH,commented: “Wi-Fi is obviously akey access technology for mobiledata when abroad. Operators shouldlook at how they can successfullymarket new Wi-Fi offerings toaddress the untapped market ofsmartphone and tablet ownerscurrently not using data roaming.”

Come and visit us at stand 1H49or contact us via: [email protected]

Wi-Fi Offers OperatorsClear Route for DataRoaming Monetisation,MACH Survey Finds

JDSU introducesPacketPortalTM, an industry firstusing a revolutionary cloudapproach to intelligencecollection. By decoupling datacapture and filtering frommanagement and analysis, JDSUis able to dramatically reduce thecost, size and complexity ofinformation collection bringingunprecedented and massive scale.Now service providers, no longer

limited by information blindspots,can address the issues of drivingcosts down, maximizing thecustomer experience anddelivering exciting new tailoredservices. Powered by an openvalue-creating platform combinedwith a comprehensive partnermodel, PacketPortal delivers theright intelligence at the right timeto any business, monitoring ormanagement application.

PacketPortal now lets you seethe network the way yourcustomers experience it.

Visit the JDSU Booth in Hall 1,stand 1G63 to find out moreabout the unique PacketPortalsolution or visit www.jdsu.com

JDSUPacketPortalTM

RedefiningCustomer,Content &NetworkIntelligence

World's first portablevoice and data encryptor

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AceAxis, a world renownedleader in TD-LTE, WiMAX remoteradio head (RRH) products, todayannounces the launch of their newFDD family of products, starting

with the LTE / WCDMA 2 x 40W(RRH) product range.“This product is built using our

Generation 2 technology – so it issmaller, lighter and now hasgreater power efficiency. Inaddition Gen 2 technologyradically reduced internal cableconnections, making significantimprovements in reliability. All-in-all we believe this is the besttechnology available, at a very

competitive price” RRH ProductManager Chris SimmondsAceAxis leads the world in the

development of multi-mode, multi-band, multi-standard remote radioheads and subsystems, which arecurrently deploying with OEMs inUSA, Asia and Europe.

Find out more on our exhibitionstand in Hall 2, stand 2F07.

AceAxis LaunchLTE/WCDMA 2 x 40W RRH

Jinny Software, a global supplierof messaging, call completion andmobile advertising solutions towireless carriers, today announcesthe successful deployment of arobust, scalable MMSC at the fast-growing Play mobile operator. With 7 million subscribers, Play is

one of the most powerful brands inPoland. “Play has grown extremelyrapidly since we launched in 2007,”says Andrzej Miłkowski, Director ofNetwork Planning and SystemEngineering at Play. “We givesubscribers value for money, whilealso continuously innovating ourservices. Jinny is a natural partnerfor us, as their MMSC solution ishighly flexible and innovative. TheMMSC includes modules to

optimise MMS broadcasting as wellas manage campaigns, and all onthe same platform.”Play does not just promote

person-to-person (P2P) MMSusage; they also use application-to-person (A2P) MMS campaigns tosupport and increase their revenue.“We are pleased to support

Poland’s Play as they innovate andgrow,” says Richard Choi, JinnyChief Commercial Officer. “Thisdeal underscores our commitmentto helping market leaders movetheir businesses into the future.”

To find out more about Jinny’smarket-leading MMSC, visit thestand in Hall 1, at Stand 1E38, orvisit www.jinnysoftware.com.

EXHIBITOR NEWS

A one-size-fits-all wirelessservice is no longer enough tocompete in many markets –personalisation and choice areessential.Evolving Systems’ Dynamic SIM

Allocation TM is a personalisationsolution used by wireless carriersin many countries. It drives service

provisioning with choices made bythe end customer, via their device,at the time of first use.Pre-paid or contract customers

can now be offered choices whenthey switch on a new phone: pick anumber from a list of suggestions,search for a number containingfavourite digits. That’s only the start: in the

future carriers will deliver adifferent user experience todifferent devices; offer differenttariffs, location or devicedependent promotions, and thirdparty offers – and configure thesecentrally for instant availability.

Evolving Systems - Hall 3.1 Suite98 - [email protected]

Offering MorePersonalisationto Mobile Users

Openwave’s new CEO, MikeMulica, is an established leader inthe wireless industry with extensiveexecutive leadership experience inhigh-tech companies. In 2007 theWorld Economic Forum named hima Technology Pioneer, reflecting his25 years in the technology andcommunications industry –including four years as a top salesexecutive with Openwave and itspredecessor firm Phone.com.“Openwave is at a pivotal point in

its history. The company hasinnovative products and a uniqueintellectual property portfolio thathelped define the mobile internetas we know it today; we willleverage both to maximize thecompany’s value to our customers,partners, shareholders and thebroader industry.”

Contact Openwave [email protected]

OpenwaveAppointsIndustryVet MikeMulica asCEO

Jinny SoftwareDelivers PowerfulMMS solution forPlay in Poland

MIPI Alliance today announced abattery interface for mobile deviceswhich improves consumer safety,battery performance, lessens thebattery’s environmental impact. Therobust, scalable and cost efficientsingle-wire communicationinterface is the first standard toaddress these key issues. Mobiledevice users can now look for smartbatteries with longer lifetime, safe,environmentally-friendly batterychemistry as well as increasedsafety through temperaturemonitoring and decreased risk ofcounterfeit products. Plus,members of the mobile deviceecosystem – OEMs, chipsetsuppliers, battery slave IC suppliersand battery pack manufacturers –will benefit from a commonlyaccepted battery interface thatsaves design and manufacturing

complexity, reduces chipset spaceand improves cost margins. Formore information, go towww.mipi.org/BIF . To see a workingdemonstration of the specification,visit the MIPI Alliance booth in Hall7, 7H11 at Mobile World Congress.

Hall 7, Stand 7H11 MIPI® is a registered mark ofMIPI Alliance, Inc.

Media Contact:Marcia [email protected]

MIPI® AllianceEnables Smart, Safe,Performance-Enhanced Batteriesfor Mobile Devices

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EXHIBITOR NEWS

Eroding consumer trust?

R

12:30–15:30

G

0

1

12:40–14:00

11:30–13:30

*

1 0 14:02

Polystar, a leading supplier ofService Assurance, NetworkMonitoring and Test Solutions forthe telecom market, is launchingits next generation of Mobile DataService Assurance Solution. The complex ecosystem with the

wide range of mobile interactiveservices and “always-on” behaviorforce network operators andservice providers to proactivelymanage the outrages trafficvolumes and correspondinglyadjust their daily operation. With

this new offering Polystaraddresses the challenges of thisever-changing mobile dataenvironment and delivers trueend-to-end visibility intosubscribers’ behaviour, deviceusage, service quality andperformance of 4G/LTE networks.The new scalable platform willhandle today’s bandwidthdemands, as well as supportfuture data explosion and servicemigration from the circuit to thepacket world.

The RFMD PowerSmart 4G is amulti-mode, multi-band RFplatform for LTE smartphones,tablets, ultra books, and M2Mdevices. At the heart ofPowerSmart 4G is the industry’sfirst RF configurable power core,consisting of industry-leadingVSWR-tolerant power amplifiertechnology co-designed withpatented power-managementtechnology. In 2011, ourrevolutionary PowerSmart 3G RFplatform was the first of its kind toprovide OEMs the ability to build atruly global and cost-effectivesmartphone platform, andPowerSmart 3G is now shippinginto millions of smartphone anddata devices. PowerSmart 4G, nowthe third generation of thePowerSmart family, meets thewidely varying needs of mobileoperators and, most importantly,provides the capability to efficientlymove as the user moves—betweenvoice and data, between mobileoperators, and between regions ofthe world. With the globalization ofcellular communications, there isnow a global RF platform.

For further information or torequest a meeting with RFMD atMWC, contact us [email protected]

NXP Software is bringing a smileto visitors’ faces with its real-lifedemonstrations of its LifeVibesproducts. Visitors to its stand (Hall

1, A15) can try out video and voicesolutions designed to wowconsumers in today’s multi-screen,multi-tasking world. You can play

with the latest LifeVibes videosoftware. It’s a combined videoplayer and social control panel thatlets you watch videos, talk onFacebook Chat, tweet and browseall at the same time. Or why nothear how LifeVibesVoiceExperience and HD Voicemake voice calling crystal clear –even with all the noise of MWC inthe background? And to share thefun, you can capture and upload asmile to Facebook with LifeVibesfast, intuitive media editing andtrimming software.

Smile! Experiencea “wow” momentwith LifeVibessoftware

Wi-Ex, a leading provider ofconsumer and commercial mobilesignal boosters for the home andoffice, is showcasing its zBoostEuropean product line including thezBoost-ONE UMTS 3G Signal Boosterand zBoost for home and office. zBoost eliminates mobile phone

notspots by increasing the mobilesignal indoors and eliminatingdropped calls. With zBoost, userscan take full advantage of voice,data and Internet services on theiriPhone, Blackberry, DROID,smartphone and other connecteddevices including iPad and tabletsincluding 3G high-speed data andvideo, instant messaging, picturesand more at home and in the office.

Visit us at stand 2J29Or at www.Wi-Ex.com/MWC2012

zBoost Your MobilePhone Notspots

Polystar launches nextgeneration Mobile DataService Assurance solution

The RFMD®

PowerSmart®

4G RFPlatform

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1

2 3

4 5

6

ZONE 6 ZONE 3

ZONE 4

8

7

Open to all Mobile World Congress attendees, GSMA Seminars provide insight and developments on key GSMA industry initiatives. Please join us at one or more of the following sessions:

Monday, 27 February – Thursday, 1 MarchThe GSMA Seminar Theatre, located in Hall 2.1

Seminar ProgrammeMonday, 27 February Disaster Response: Programme Launch & Working Group 09:30–12:00

Mobile Spam: Eroding consumer trust? 12:30–15:00

Tuesday, 28 February Rich Communications Ecosystem – retaining customer relevance 09:30–12:00

NFC: Advancing the mobile ecosystem 12:30–15:30

Green Power for Mobile and Community Power from Mobile 16:00–17:00

Mobile Agriculture: The market opportunity 17:30–18:30

Wednesday, 29 February Connected Living Seminars Exploring new business impacts 09:30–10:50

Mobile Health: From deployment to a sustainable business 11:05–12:25

The need to apply new business models 12:40–14:00

Transforming children and young people’s lives 14:30–16:00

GSMA mWomen 16:00–18:30*

Mobile and Development Intelligence 16:30–18:30

Thursday, 1 March

Mobile and privacy: Are they mutually exclusive? 09.30–11.00

Spectrum – It’s everybody’s business 11:30–13:30

*Location: Hall 2.1, Room A (mPowered Brands Theatre)

Learn more about our industry at GSMA Seminars

Complimentary for all delegates

The GSMA Seminar Theatre, located in Hall 2.1

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PROGRAMME

Opening Keynote 1: Mobile Operator Strategies9:30 - 11:00Location: Hall 5 - Auditorium 1

While the mobile industry remains robust despite a turbulent globaleconomic climate, the world’s mobile operators face many critical issueswhich will define the future growth of the industry. Perhaps one of themost pressing is how to balance the need for continued investment ingrowth opportunities and the challenges presented by a competitivemarketplace, limited spectrum resources and highly discerningcustomers.

The plethora of mobile connected devices and new services in themarket today provide a tantalising glimpse into the future of mobile,but much still needs to be done in order to deliver on the promise. Thissession will explore a range of issues such as: How can operatorscontinue to evolve their business models as disruptive services challengethe status quo of traditional revenue streams? What opportunities doesthe entry of mobile technology into new verticals provide operatorswith? How can operators remain at the forefront of the technologyinnovation that has made our industry one of the key growth drivers ofthe global economy?

Join the CEOs of the world’s leading operators as they discuss thestrategies that are shaping the mobile industry today and well intothe future.

KEYNOTE SPEAKERS:

Franco BernabèChairman, GSMAChairman & CEO, Telecom Italia Group

Anne BouverotDirector GeneralGSMA

Ralph de la VegaPresident & CEO MobilityAT&T

Li YuePresidentChina Mobile

Vittorio ColaoChief ExecutiveVodafone

Keynote 2: The Connected Consumer11:30 - 13:00 Location: Hall 5 - Auditorium 1

From desktop PCs and games consoles to smartphones and tablets,Internet connectivity is now a pre-requisite for most consumerelectronics devices. With so many consumers connected to multipledevices, content providers, advertisers and brands are experiencingan unprecedented access to end users, but the fragmented andpersonal nature of the mobile Internet poses a challenge to theseplayers as they plan which engagement channels, strategies andbusiness models will drive growth and justify investment in thedigital space. Meanwhile, fixed and mobile Internet serviceproviders, as well as equipment manufacturers will be challenged toprovide a seamless online experience to increasingly tech-savvy anddemanding consumers.

How can stakeholders from different elements of the broad mobileecosystem work together to deliver the services which will matchthe technological innovations we are seeing in the consumerelectronics space today? Join industry leaders from the world’sretail, advertising and mobile companies as they discuss the futureof the connected consumer.

KEYNOTE SPEAKERS:

MODERATOR:Ben Wood, Chief of Research, CCS Insight

Brian DunnCEOBest Buy Company Inc

John DonahoePresident & CEOeBay

Michael RothChairman & CEOIPG

13:20 - 13:50Location: Hall 5 - Auditorium 1

Featuring Facebook CTO Bret Taylor, Mobile World Live Extra is aspecial session heading up the Mobile Application stream. Thissession will be broadcast on Mobile World Live TV and onwww.mobileworldlive.com.

Bret will discuss how Facebook is working to enhance thedistribution and discovery of applications across mobile platforms

Bret TaylorCTOFacebook

Mobile Cloud: Competitive Landscape14:00 - 15:30 Location: Hall 5 - Auditorium 3

Gone are the years when a competitor was a competitor and apartner was a partner. In today’s fluid competitive scenario, mobileoperators must compete and collaborate amongst themselves andwith other industry stakeholders. Software and Internet players arepartners in the morning and competitors in the evening as the linesof competition blur.

This session will address the challenges that this hyper-dynamiccompetitive scenario bring to mobile operators as well as the entireecosystem. Business relationships are going beyond joint-ventures,M&A and strategic partnerships and in this scenario risks andopportunities are greater than ever.

Business Transformation: Operators as Agile Businesses

Jointly Developed with

14:00 - 15:30 Location: Hall 5 - Room 6

Compared to Over the Top competition, traditional communicationsservice providers have at times been slow to act and react to changingmarket conditions. However, there are striking demonstrations ofbusiness agility within the communications world as service providers areadapting their legacy infrastructures to tackle new requirements. Thesesuccesses have been based on becoming a flexible enterprise throughidentifying and interpreting relevant data to make quick businessdecisions. To continue to overcome diminishing profit margins, serviceproviders must become more responsive to their business environmentand their consumers.

In this session, we examine key success factors, pain points andcase studies to help service providers deliver the agility andingenuity they need to seize business opportunities and maximisetheir revenues.

Mobile Applications: Apps for All - HowApps are Changing our Lives 14:00 - 15:30 Location: Hall 5 - Auditorium 2

Apps are integral to the way many of us now live, work and play.From the games business to gamifying business, apps exist foreverything from throwaway fun through to essential work tools.Some apps we pay for, some we don’t. Some we probably don’teven think of as apps, since they fit so seamlessly into the way welive our lives.

Overall, the apps business is booming; Gartner forecasts US$15.9billion end-user spend on apps in 2012. But reports also suggestthat half of apps make less than US$3k each. Given the months ofwork that can go into producing an app, this kind of return oninvestment can’t be sustainable long term. How should the appsecosystem evolve to support development?

This session will look at two sides of the app equation: first, themoney question – what is the most sustainable way to build an appsbusiness model? And second, a discussion of how the world worksfor developers and a look at the type of apps that are out therechanging the way we live.

Conference Sessions

Mobile World Live Extra

Conference Sessions

DAY 1 Monday, February 27, 2012

Monday 27th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comPAGE 68

All details correct at the time of going to print. Please visit the Information Points at Mobile World Congress for any updates or changes to the Conference programme.

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SEE WHAT THE FUTURE HOLDSAT BOOTH 2A92 HALL 2

10 Compass Court, Toronto, ON Canada M1S 5R3Tel: (416) 646-5232 Fax: (416) 646-5242

www.nrttech.com | www.customvendingmachines.com

Reduces prepaid distribution costs

Sells even when your store is closed (7x24)

Reduces consumer wait times and enhances customer service

Sells prepaid top-ups, SIMs, handsets and MORE

Captures cash with full accountability

Real time top-ups to handsets or PIN based sales.

SETTING THE NEW STANDARD

For almost a century, Opal has provided the very best in vending for prepaid telecom products. Now, the very best gets better.

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PROGRAMME

Mobile Health: Getting Mobile into the System- What We’ve Learnt so Far14:00 - 15:30 Location: Hall 5 - Room 5

Most of the successes in mobile health to date have been built fromthe bottom up: small but impactful projects that help communities withanything from increasing access to health information to improvingmaternal care. But the real step change for mobile health will comefrom national and international scale, which means, in many cases,getting mobile into existing government and private health systems.

There are still many and varied systemic barriers to scaling mobile health,but progress is being made. The US Food and Drug Administrationrecently began to approve mobile health applications and is expected toissue guidance on mHealth devices in 2012. It is just this sort of progressthat is vital to building confidence to invest in mHealth.

This session will look at what has been done to date to get mobilehealth integrated into and supported by large health systems. Playersfrom across the ecosystem will offer case studies from their ownexperience and will discuss what still needs to be done to get themost from mHealth.

Mobile Cloud: Contending for Content 16:00 - 17:30 Location: Hall 5 - Auditorium 3

The huge number of cloud solutions available today is only set togrow in the future as the adoption of smartphones, tablets andother media devices increase rapidly. The increase in mobile datacapacity requirements due to the cloud presents some challengesfor mobile network operators and other service providers inoptimising content delivery. How can mobile network operators andother service providers ensure the most efficient use of theirnetworks and other assets to successfully deliver cloud-basedcontent and monetise cloud solutions profitably?

This session will discuss mobile cloud content delivery models and willassess how mobile network operators and other service providers canbest leverage their assets to maximise their opportunities in the valuechain and monetise mobile cloud solutions successfully.

Business Transformation: Operators as Intelligent Partners

Jointly Developed with

16:00 - 17:30 Location: Hall 5 - Room 6

With the spread of the mobile Internet, smartphones and the emergenceof M2M, the role of service providers within an increasingly complexvalue chain has evolved and as new devices emerge, more change is onthe horizon. This evolution exposes service providers to the needs of newindustries; those service providers that can work with and support theseneeds will thrive while the slowest will fall by the wayside.

Service providers’ networks, billing relationships, data handling and wealthof information offer magnificent opportunities for would-be partners totake advantage of. However, the challenge for service providers lies inpresenting these in useful formats to support creative and lucrativepartnerships. The success of OTT players is testament to past shortcomingsin this area. How can service providers rise to the technical and businesschallenges of becoming intelligent partners to diverse industries?

This session examines the hurdles to overcome and outstandingexamples to follow.

Mobile Applications: The Future of Voice & Messaging16:00 - 17:30 Location: Hall 5 - Auditorium 2

Voice and messaging, those most fundamental of all mobile services, arechanging. Mobile network operators used to be the undisputed rulers ofvoice and messaging on the go. Occasionally there was a challenge totheir primacy – VoIP made a few headlines and mobile IM was a USfrontrunner for a while – but global mobile voice and SMS usage wasrobust.

However, the popularity of smartphones, wifi offload and unlimiteddata plans has helped make it cheap and easy for consumers to gettheir voice and messaging from someone else, and operators havebegun to report the impact.

But this isn’t just about a battle between mobile operators and over-the-top players. It’s a story of partnerships and changing consumerbehaviours, of richer communications and new business models. Thissession will bring together key players in this evolving marketplace toask whether there has been a shift in the balance of power, and whatmobile voice and messaging will look like in years to come.

Mobile Health: mHealth & The User -Building Trust, Creating Demand16:00 - 17:30 Location: Hall 5 - Room 5

For mobile health to be a success, its proponents must find ways tooptimise mobile for users of existing health services: healthpractitioners, patients and consumers. It should, put simply, meettheir needs. These needs will not only be direct health improvementsbut will also encompass complex and interrelated questions ofoperational efficiency, accountability, and life and working style. Endusers must also trust that mobile health will deliver what it promises.

This session will question the extent to which health practitioners,patients and consumers in different markets are ready and willing touse mobile health. It will discuss the way patients and consumersperceive different uses of mobile in health, from wellness apps andsocial networks through to enterprise apps and remote-monitoringdevices. Speakers will also discuss how to market the mobile healthmessage, and will examine approaches to branding and promotionof mHealth services from different levels of the value chain.

18:00 - 18:45 Location: Hall 5 - Auditorium 1

The Mobile World Live keynotes will once again feature the industry’sleading lights, sharing their visions for the future of mobile technology.These special stand-alone evening sessions are a break from thetraditional format, and are the only Mobile World Congress conferencesessions to be broadcast live over the internet and via Mobile WorldLive TV.

The GSMA Mobile World Congress and Mobile World Live areproud to host the Ford Motor Company’s executive chairman BillFord Jr. in the first of the 2012 Mobile World Live keynotes.

During 2011, Ford unveiled a number of prototype and concepttechnologies that demonstrated the company is already on the pathto achieving its vision of the connected future.

Bill Ford’s presence at the 2012 Mobile World Congress will markthe first time Ford executive chairman has delivered a keynotetechnology speech in Europe.

Join this special session to discover how Ford is working towardsimproving the motoring experience through technology innovationand ubiquitous connectivity and share in Bill Ford’s vision of theconnected future.

KEYNOTE SPEAKER:

Bill Ford Jr.Executive ChairmanFord Motor Company

Mobile World Live KeynoteConference Sessions

DAY 1 Monday, February 27, 2012

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mobile c verage a network roaming coverage map service for your website

www.collinscoverage.com [email protected] +44 7787 126660

Come and visit us at the GSMA Pavilion in Hall 8Collins mobile Coverage is a web based roaming coverage map

service made available through CollinsBartholomew’s partnership with the GSMA. Using the latest mapping technology,

Collins mobile Coverage combines up-to-date world base maps with unique mobile network coverage data provided by operators

from around the world. These seamless roaming coverage maps are delivered straight to network operators’ corporate web pages to help them tell their users where they can use their phones when abroad.

Interactive seamless network roaming coverage maps delivered straight to network operator corporate web pages

Displays all available roaming partner coverage

Modern JavaScript based mapping API with mouse wheel zoom

Fast and easy to implement

Ability to display network coverage using corporate colours

Toggle between GSM and 3G coverage

Regular network coverage updates

Maintenance free

Up-to-date and authoritative worldwide base maps

Hosted from secure and reliable web servers

Available to all GSM members around the world

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Total revenues generated by mobile operators worldwide will hit US$ 1.1 trillion in 2012

The Global Cellular Industry Balance Sheet

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