Introductory brief for The future of the Mobile Internet from an Operators Perspective Kieran Mahon, Media Development Manager, Vodafone Ireland

FEATURES of Mobile Device “ DVB / DAB these letters stand for the fastest way to deliver ‘ video content’’ to wireless devices Future of the Mobile Internet DISADVANTAGES Battery Life Usability is poor Small screen size Poor input devices 2 ADVANTAGES include: “ DVB / DAB these letters stand for the fastest way to deliver ‘ video content’’ to wireless devices Always on Always with the user Personal to the user Unique ID (MSISDN) No wires (freedom) High speed Internet Voice, SMS, etc. Portable Storage Digital TV/Radio PVR Cameras GPS Multimedia Computer 3 DISADVANTAGES

DISADVANTAGES

Battery Life

Usability is poor

Small screen size

Poor input devices

Always on

Always with the user

Personal to the user

Unique ID (MSISDN)

No wires (freedom)

High speed Internet

Voice, SMS, etc.

Portable Storage

Digital TV/Radio

PVR

Cameras

GPS

Multimedia Computer

Perfect world concept Future of the Mobile Internet Every user would have a Mobile Internet menu that would: Pre-empt their requirements Reflect their tastes Understand their context (travelling to work, holiday, etc) 3a

Every user would have a Mobile Internet menu that would:

Pre-empt their requirements

Reflect their tastes

Understand their context (travelling to work, holiday, etc)

Vodafone Live! Dynamic MENU (SmartMenu) Future of the Mobile Internet This ID is passed every time a customer interacts with the Internet 1 Frequently accessed link to content (lots of clicks to access) 2 This link can be copied and placed higher in the menu structure 3 Resulting in fewer clicks and a menu that reflects our customers preferences 1 2 3 Always on Always with the user Personal to the user Unique ID (MSISDN) 4

Always on

Always with the user

Personal to the user

Unique ID (MSISDN)

Relevance of information can be improved by filtering Future of the Mobile Internet Location Based services Wireless Network positioning Global Positioning Service (GPS) Collaborative filtering Making recommendation based on group behaviour 5

Location Based services

Wireless Network positioning

Global Positioning Service (GPS)

Collaborative filtering

Making recommendation based on group behaviour

SEARCH Future of the Mobile Internet Diameter of Mobile Internet very high (compared to Fixed) Mobile Internet is developing into Multimedia object based (less text) Presents new challenges to indexing content 6

Diameter of Mobile Internet very high (compared to Fixed)

Mobile Internet is developing into Multimedia object based (less text)

Presents new challenges to indexing content

Wireless networks Future of the Mobile Internet 3G speeds increasing Cost of access decreasing IMS enabling Quality of Service (QoS) IMS access network agnostic IMS enabling Fixed Mobile Convergence 7

3G speeds increasing

Cost of access decreasing

IMS enabling Quality of Service (QoS)

IMS access network agnostic

IMS enabling Fixed Mobile Convergence

People Future of the Mobile Internet New uses of Mobile Internet Context is the biggest influence on accessing the Mobile Internet Attention span short Broadcast = Mass Market 3G = Niche Market 8

New uses of Mobile Internet

Context is the biggest influence on accessing the Mobile Internet

Attention span short

Broadcast = Mass Market

3G = Niche Market

Conclusion Future of the Mobile Internet “… The Mobile Internet is going to be bigger than the Fixed line Internet …” 9

END The future of the Mobile Internet from an Operators Perspective Kieran Mahon, Media Development Manager, Vodafone Ireland 10