“It’s no longer a cell phone, but the device formerly know as the cell phone." Geoffrey Frost, Motorola

Results from the Berlin Telco Summit 2008

Another Telco Summit in Berlin.

>! 20 people from 12 countries representing 20 markets on 3 continents.

Spain, Italy, France, UK, Germany, the Netherlands, Switzerland,

Austria, Romania, Mexico, Chile and Singapore.

...plus Russia

A slightly different approach.

1. Country-Presentations

2. Discussion of Trends 3. Evaluation of Trends

4. Final analysis of trends & challenges

Study: Telecommunication no longer is about

communication, but about enhancing and

improving people’s life. Berlin Telco Summit - 8 weeks ago

Telco experts analyzing 20 different markets during a recent summit in Berlin came to the groundbreaking conclusion, that …

The device…

“With leading service providers pushing

consumers to take up 3G services, handset

bundling will play an important role in

driving handset replacement and

upgrades to enable the usage of high-speed

mobile content and applications.”

Alayne Wong, Research Manager of Mobile

Communications Research, IDC APAC

The iPhenomenon: The iPhone accelerates

everything: 3G, content, service, business.

>! Ultimate example for a device that accelerates the development:

!! It is the 3G-accellerator, now that it is 3G-ready and more accessible in terms of price.

!! Like the iPod, is is changing the way the market works in terms of revenues.

Spain: 200.000 people signed up for a preferred

position in the selling line. Out of stock in the first day.

Italy: Sales in the first weekend peaked to 45.000,

putting Italy as third market behind US and UK. Switzerland

The iPhenomenon: Soooo popular, not only

among consumer, but also brands.

UK: Carlings iPint, together with Chanel the first iPhone-application from a brand.

Content- and service-providers across the range are trying to get

“in” the iPhone, but even beer brands are reacting with

applications like the iPint.

The iPhenomenon: Soooo popular, not only

among consumer, but also brands.

Germany: iBanking on the mobile internet that looks like an iPhone-application.

The iPhenomenon: Soooo popular, not only

among consumer, but also brands.

Chile

Finally: Plug-and-play mobile internet.

Austria

Switzerland

France Bulgaria

Switzerland: Notebook + Internet

Pushing 3G-services by adding

notebooks to the offer.

Germany: Sub-Notebook + mobile phone contract

for 200! from Vodafone France: Asus by SFR

How will innovation change interfaces and

the way we use mobile devices?

Changing behaviors…

The mobile life of a

Japanese schoolgirl.

Source: Publicis Singapore

Social networking and

blogging are going mobile.

More than 10% of UK mobile phone users accessed social networking websites via their handsets at least once a month.

21 million UK mobile phone subscribers (of a total of almost 48 million) belong to a social networking website.

25% used their mobile phone to visit a social networking website each month in the UK in the first quarter of this year.

Source: Nielsen

Germany: akiaki

Japan: Moba-ge - A 10 million network that provides games, diaries, news,

avatars, messaging, chat and other services.

Asia: MTV + Motorola provides forum for blogging for Motoalert members, Motoalert members can express themselves via the Motoalert website where a forum for mini blogs is hosted. Bulgaria: Mtel created its own

SNS

Japan: Prof – Social networking site for

teenage girls to exchange information and connect.

China: PangHuLu is a mobile RSS reader and soon-to-be mobile

blogging platform. Tools to make your favorite websites and blogs

easier to read via the mobile phone.

User-generated “creativity” & content:

video-competition in Singapore

Singapore: competition Shoot-it, were you simply shoot, post and of course, win.

Using the same music from that of the commercial’s it allows consumers to create a 30 or 60 second video as creatively as they possibly can

User-generated products & services:

DIY-communication.

Singapore: Products launched after the “You deserve better”-campaign and feedback from

consumers: e.g. SunShare – sharing included SMS/MMS and talk time with friends and family

Germany: Brand created from students for students, based on a final thesis of a student at TU

Dresden, who analyzed communication needs of university students.

Germany: Simyo-customers advising other (potential) customers, in return for3! discount per sale.

Or “just” some voting…

Chile: Christmas promotion

email

video

call

send sms

surf the internet

camera

music on the go

send photos or videos

watch TV

radio

video calls & messaging

games

The mobile magic wand.

Plus: paying bills, banking, shopping, mobile

social networking, practicing religion…

“We are moving away from the business of ears to the business of eyes.”

Anssi Vanjoki, Nokia’s executive VP

…well, actually much more than that.

Connecting the “real” to the

mobile world: 2D-codes.

29

Chile: Travel Agency.

France: Music Store.

Mobile TV, Film, Video…

Japan – One Seg TV: mobile terrestrial digital audio/video and data broadcasting service in Japan.

Japan – Broadband videos on YouTube, Qlick.TV, GyaO broadcasts movie contents via mobile website.

Japan: Over 80% of Jaanese mobile phone users have watched video content on their mobile in 2007.

India: Movie premier on mobile in India – Bollywood films will now be made available to all, on mobile phones.

Two short films by film maker Sanjay Gupta “Zahir” & “Matrimony” were premiered for the mobile medium. Starred more than 20 leading Bollywood actors.

Philippines: TV and traffic information.

Subscribers get live broadcasts of the top 2 local channels in the Philippines, even live video updates of traffic situations in major highways.

Japan: Mobile Payment.

India: Mobile phone =

credit card and bill payment.

Now there is also GiftMate and BillMate

An SMS based payment service, which allows users to use their mobile phone as a credit or debit card. Ties up with accredited merchants to buy movie tickets, flight/ train tickets, make payments, send gifts, flowers, pay for bills, subscriptions, pay at restaurants etc. Linked to existing bank account (credit or debit) Works even on the most basic mobile phone.

Using the mChek platform, Airtel users can pay bills, transfer money or simply recharge prepaid connections When registered for this feature, the user receives a six digit pin which is required for all transactions.

India: “Mobile religion” – Siddhivinayak Temple

& Tirumala Tirupati Devasthanams.

The largest temple dedicated to Lord Tirupati which receives almost of 100,000 pilgrims per day:

A mobile collection box for donations & live web cast of prayers, allows online booking of prayer sessions.

Tie-up with Reliance Communications to broadcast a 9 day religious festival live over the mobile phone. The same festival was broadcasted over the internet.

Most revered temples dedicated to the elephant god – Ganesha.

Request for prayers via SMS, SMS alerts for prayers, offer prayers online, visit the temple online, make donations, etc.

Results: More than 10,000 prayers sent by text message within a week, 4 million hits on the online darshan facility.

Asia / Japan: Mobile phones

are fashion statements

Across Asia: Phone straps

Japan: Phone cover jackets in Tokyo Panasonic collaborated with Japan’s leading artists, such as Modern Art artist Yayoi Kusama and nail artist Michiko Matsushita, to create limited edition jackets for its P904 series.

Pan-Asia: Premium Services for

High-Value-Clients

A partnership between 11 telco operators in Asia to provide extra privileges for their frequent travelers: •! Concierge Service •! Flat Rate Data Roaming •! PrePaid Top Up Overseas •! One Stop Mobile Travel Guide

Germany: Gaming.

Simyo is now offering free mobile games. They are paid for by ads which are inserted before and after the game.

Simyo is providing more than 400 games for more than 1000 telephone models.

Meet, greet and feel the brand in a flagship store.

UK: Orange and its “chic” boutique,

O2 and its service heaven.

Run “for the shopper’s advantage”. Gives the customers the opportunity to interact with headsets and try them out. Located on Notting Hill means that a lot of trade goes by each day. Boutique is purely exploratory with no hard-sell strategy.

The store has O2 Gurus to help with any queries of requests the customers may have. There to ensure the customers are happy and to give excellent customer service. Have many interactive features including “interactive experience tables” such as: music, photos, videos and games. The new concept store in the O2 Arena was made for a space for customers to play with the technologies.

Chile: Moviestar Experience Center.

Movistar Experience Center. An exclusive space to interact with the brand.

Spain: Telefonica & Moviestar Flagship Store.

First and only flagship store in Spain. The flagship

was presented the day the iPhone 3G was launched

as a symbol of a new and more innovative Telefonica.

Brand venues and “spaces”.

Venue City Ticket Sales, 2007

1 Manchester Evening News Arena Manchester 1,245,196

2 Madison Square Gardens Arena New York 1,230,433

3 O2 Arena London 1,209,376

4 Wembley Arena London 901,778

5 Air Canada Centre Toronto 670,255

UK: The O2 Arena in London: Already among

the most popular venues worldwide.

The O2 Arena is ranked third, but has only been in operation as a venue since June 2007.

Source: Pollstar, January 2008

Germany: The O2-World offers attractive

benefits for customers, and experiences for all.

Spain: Moviestar espacio.

Movistar has opened a mega-space in Barcelona where all sorts of entertainment events

take place, especially around music, arts and technology.

With this, they aim at the younger targets, having a

continuous flow of top-notch singers all year round.

Creating and thus owning content & events.

Not sponsoring it.

UK: O2 Wireless festival.

O2’s Wireless festival in London’s

Hyde Park established in London

as the festival of choice in the city occurs soon after Glastonbury,

often with some of the same acts.

Festival established in 2005 with

Live Nation: a brand building

exercise for O2; underlines the brand’s commitment to music and

events, alongside the O2 dome in

London.

Argentina: “Personal Fest”

Personal created a music festival, the “Personal Fest”.

Mexico: Telcel created the biggest

rock talent contest.

Telcel created a contest to find the best rock band in Mexico. This was the way to connect with a target which

was rapidly moving to competition. It was a big success:

The biggest musical contest in Mexico. 7000 bands subscribed.

75 M visits to the blogs.

More than 900.000 new clients in 4 months. All partners want to participate in this next edition.

Understand themselves as “life

improvers” means…

>! Telecommunication should be less about products, and more about people.

>! Telecommunication providers should under stand themselvesv as “life improvers”,

who

simplify, enrich and improve peoples life.

What does it take to become a „life improver“?

Being ultimately “people-centric” by building technologies, processes, products and services around peoples lives.

Communication is a need for everybody,

including those with little money to spend.

Chile: SOS-top-up for pre-paid customers, that will be deducted from next recharge.

India: Small credit of 10 Rupees for prepaid-users called “Chota” which is the term for small credits people

sometimes get in shops. The offer also includes small recharge-amounts.

Indonesia: Making communication affordable.

Connecting people in less-developed,

rural corners of the world.

COPY ANALISISCOPY ANALISIS

ANUNCIANTE: Digitel

PRODUCTO: La Rumba Móvil 412.

DURACIÓN PIEZA/SOPORTE: Prensa

FECHA AL AIRE: 10/2007

Mensaje/Titular : La Rumba Móvil 412 llegó a Barquisimeto del 19 al 21 de Octubre.

Concepto/Reason why: Digitel invita a una estación de tecnología, donde muestra lo último en nuevos equipos y planes.

Estrategia asumida: Informar sobre la nueva estación de tecnología y los eventos que se realizarán en Barquisimeto.

Target: Hombres y mujeres clientes y posibles nuevos clientes de Digitel.

Venezuela: Digitel has hired a bus which goes all around the country . It offers the

same services, handsets, etc. as a traditional shop.

In order to make noise wherever it goes, Camila Canabal (a very famous actress)

has a little introduction show.. Indonesia: Ceria is a brand for rural, low-income target groups.

It was launched – and also distributed – through a road

show with sales-people and a mobile point-of-sale.

Being accessible – in terms of distribution.

Mexico: Telcel has developed many

channels which have been strategic

for its growth and penetration. No other brand has so many points of

sale as Telcel. Today the pre-paid

service is sold in:

-! Streets

-! Door to door -! Self-services

-! Convenience stores

-! Departmental stores

-! Shoe shinning booths

-! Flowers stands

Simplify telecommunication. Most of all: Tariffs.

Austria: In a very humorous way, bob addresses the fact that we feel tricked by telco companies – most of the time.

Mobile phones as a “safety device”

for parents and children.

Bulgaria: Cheap phone calls to parents number.

Japan: Tracking your kids on their way to school.

Germany: Mobile phone as your kids “life saver”.

Bulgaria: Mtel Mobile Eye – Spying with a video camera. In

your kids room, or surveillance of your misbehaving pet.

Helping with minor, but very

common problems in life…

Japan: Cook Pad – Free mobile service for searching recipes from a collection of 300,000. 3.5 million visitors and over 200 million PV per month.

Dinner???

Building products around people.

“Mobile vampires”

Day for sleep, night for

talk! All talks at night

are free!

“Children’s”

New tariff for parents’

calmness. Low prices for calling mom and dad.

Collecting bonuses for

incoming calls.

“Mobile pensioner”

Low price for calling 5 favourite

numbers. 20 % discount calling

from the countryside. All

incoming calls are free,

“Mobile mother”

Special WAP-portal

for mothers. Hot line for consulting

with childrens expert.

Russia: Beeline segmented their products according to their clients lifestyle. And added a little fun.

Where will revenues come from in the future?

Austria: Between ! 19,- and ! 25,- for unlimited calls to all

operators. Up to 1000 SMS per month included. Introduced by

T-Mobile now each operator offer such tariffs.

Services?

Entertainment?

Music?

M-Business?

M-Payment?

Gaming?

Videos?

Information?

Advertising?

Green?

How about commuting vs. communicating?

How about all those handsets?

In Europe, 794 million phone users replace their handsets every 18

months - that's 500 million phones a year. Source: Regenersis

Social?

“It is very difficult to sit in Europe and

imagine how important a mobile phone can be for people in Bangladesh. I have seen

how mobile phones are changing people’s lives for the better, and the Internet can do

the same.”

Erik Aas, GrameenPhone’s CEO who is Norwegian

and has worked in Bangladesh for two years

Communication is powerful.

Indonesia is a country embracing diverse religious freedom

and peaceful dialog.

XL layanan religi is an online service provided by

Excelcomindo to promote religious understanding and

information regarding various issues.

Currently, it is available for Islam, Christian and Hinduism.

Thus telecommunication companies really could make the world a better place. A little bit.

To be honest, there is room for more…

UK: O2 got it right: Customer centrism, simple products, owning venues & content… ...almost as loved as the iPod.

Thank you for your attention!