International Information Innovation Conference 2009 Day 1 30th September 2009 James Glasspool - Volt Delta

Lauri Kangaslahti - Fonecta “ Mobile Directories – The Finnish Picture”

Mobile Number Listings in Finland Lauri Kangaslahti 30.9.2009

Fonecta in brief Fonecta is Finland's most popular directory service provider and the sector's clear market leader in Finland. Fonecta helps Finns to find, buy and sell regardless of the time, place and means of communication . Fonecta's best known services are the telephone directories, 02 02 02 and 118 directory assistance services, 16400 mobile services, Fonecta Finder and www.020202.fi. Fonecta has 900 employees in ten different localities in Finland. In 2007, the Fonecta Group’s turnover was around EUR 160 million. Fonecta is part of European Directories Group

Fonecta is Finland's most popular directory service provider and the sector's clear market leader in Finland.

Fonecta helps Finns to find, buy and sell regardless of the time, place and means of communication .

Fonecta's best known services are the telephone directories, 02 02 02 and 118 directory assistance services, 16400 mobile services, Fonecta Finder and www.020202.fi.

Fonecta has 900 employees in ten different localities in Finland. In 2007, the Fonecta Group’s turnover was around EUR 160 million. Fonecta is part of European Directories Group

5,2M inhabitants. 6,1M mobile phone subscriptions. 1,25M 3G phone subscriptions. Finland, Fonecta’s market area

5,2M inhabitants.

6,1M mobile phone subscriptions.

1,25M 3G phone subscriptions.

Finland, Fonecta’s market area

DA business in Finland 08 TOTAL DA calls ca. 45 Millions

TOTAL DA calls ca. 45 Millions

Fonecta’s DA service offering Domestic DA Mobile and fixed line numbers YP content Call completion Number sent by SMS Maps and routes Search closest Internet search Car register information Hotel reservations International DA Automatic DA

Domestic DA

Mobile and fixed line numbers

YP content

Call completion

Number sent by SMS

Maps and routes

Search closest

Internet search

Car register information

Hotel reservations

International DA

Automatic DA

DA usage in Finland is among the highest in Europe Analysis of Ratio DA Calls per Capita (all) 2,2 € 2,90 Source: EIDQ

Why is DA usage so high in Finland Databases scope and quality Customer service quality speed, friendliness, problem solving DA access numbers have reached high Top of Mind levels

Databases scope and quality

Customer service quality

speed, friendliness, problem solving

DA access numbers have reached high Top of Mind levels

Database scope and quality 80% of all fixed line numbers 85% of all mobile numbers 10% prepaid 5% not listed

80% of all fixed line numbers

85% of all mobile numbers

10% prepaid

5% not listed

Mobile and fixed line subscribers Development 2006-2009 Source: Ficora 2009: the statistics until June 2009 Without mobile numbers we could not be able to provide the service consumers want/need

Finland’s mobile and fixed line minutes development 2006-2009 Source: Ficora 2009: the statistics until June 2009 Without mobile numbers we could not be able to provide the service consumers want/need In 88% of all DA calls customer is asking for a mobile number

When a consumer is making a subscription contract with a telco operator a general principle of opt out is used Operators are obligated by law to hand over their subscriber data Both fixed line and mobile listings are received from operators against a regulated fee Why is the scope and quality of our database so good

When a consumer is making a subscription contract with a telco operator a general principle of opt out is used

Operators are obligated by law to hand over their subscriber data

Both fixed line and mobile listings are received from operators against a regulated fee

Privacy concerns Currently there are no real issues related to DA The Finnish legislation and culture have always supported openness in the availability of contact details From the beginning of mobile phones same rules and regulations where applied to mobile listings as fixed listings Only 5% of mobile numbers are not listed

Currently there are no real issues related to DA

The Finnish legislation and culture have always supported openness in the availability of contact details

From the beginning of mobile phones same rules and regulations where applied to mobile listings as fixed listings

Only 5% of mobile numbers are not listed

Thank You