3G Success Shift From Technology To User 22 October 2007 Sirous Kavehercy Market Development Director Europe, Russia and Africa

Agenda Acision Learnings Of 3G Operator’s Role 4 Steps To 3G Success

Acision

Learnings Of 3G

Operator’s Role

4 Steps To 3G Success

Telecom Products June 2007

THE Messaging Company Experts In Mobile Data Services Text Messaging Multimedia Messaging IP Voice/Video Messaging Converged IP Messaging Mobile Internet Mobile Advertising Intelligent Charging

Experts In Mobile Data Services

Text Messaging

Multimedia Messaging

IP Voice/Video Messaging

Converged IP Messaging

Mobile Internet

Mobile Advertising

Intelligent Charging

Track Record In Innovation First Commercial SMS Message (1992 Telenor) First Interactive SMS Television Show (2000 Germany) First Commercial MMS Message (2001 Telenor) First 3G IP-based Messaging Solution (2002 H3G) First I-Mode gateway outside Japan (2003 KPN) First Commercial 3G VideoMail Service (2003 H3G) First Real Time Subs Behavioral Analysis Solution (2007)

First Commercial SMS Message (1992 Telenor)

First Interactive SMS Television Show (2000 Germany)

First Commercial MMS Message (2001 Telenor)

First 3G IP-based Messaging Solution (2002 H3G)

First I-Mode gateway outside Japan (2003 KPN)

First Commercial 3G VideoMail Service (2003 H3G)

First Real Time Subs Behavioral Analysis Solution (2007)

Learnings Of 3G

Learnings Of 3G

3G Promise (1999 – 2000) Technology Benefits Offer More Speed User Experience Real Mobile Internet New Media Rich Applications Business Benefits Mobile Operator To Become Media Player Increase Traditional Service Revenue New Revenue Streams For The Operator

Technology Benefits

Offer More Speed

User Experience

Real Mobile Internet

New Media Rich Applications

Business Benefits

Mobile Operator To Become Media Player

Increase Traditional Service Revenue

New Revenue Streams For The Operator

3G Reality (2001 – 2003) Technology Benefits Networks Coverage Poor, Speed Slow User Experience Limited 3G Handsets Availability User Experience Was Disappointing Lack Of Compelling Services Business Benefits Role Of Media Player Did Not Materialise Operators Marketed Technology Instead Of Services Conflict In Operator KPIs Acquisition And Up Sell

Technology Benefits

Networks Coverage Poor, Speed Slow

User Experience

Limited 3G Handsets Availability

User Experience Was Disappointing

Lack Of Compelling Services

Business Benefits

Role Of Media Player Did Not Materialise

Operators Marketed Technology Instead Of Services

Conflict In Operator KPIs

Acquisition And Up Sell

3G Evolution (2004 – Now) Technology Benefits Coverage And Speed Improved User Experience Better Handsets And More Choice Is Available Content Is More Appealing Service Bundling And Flat Fee Are Introduced Business Benefits Data Architecture Is Seen As Key SDP/Content Management Is Not Enough Interoperability Agreements Are Essential

Technology Benefits

Coverage And Speed Improved

User Experience

Better Handsets And More Choice Is Available

Content Is More Appealing

Service Bundling And Flat Fee Are Introduced

Business Benefits

Data Architecture Is Seen As Key

SDP/Content Management Is Not Enough

Interoperability Agreements Are Essential

Operator’s Role

Operator’s Role

New Operator: Customer Centric 2 nd Wave (2G) Mobile Services 2 nd Mobile Services

Operator’s Business Model? Media Player Access Provider Access Provider

Providing Access Is A Unique Value Not The Same As A Low Value Bitpipe! Access Is Essential To User Experience Mobility Is Required For Convergence To Succeed As An Access Provider Operator Must Be In Control Operator Must Be Able To Differentiate

Not The Same As A Low Value Bitpipe!

Access Is Essential To User Experience

Mobility Is Required For Convergence

To Succeed As An Access Provider

Operator Must Be In Control

Operator Must Be Able To Differentiate

4 Steps To 3G Success

4 Steps To

3G Success

Complete Video Calls Mobilize The Internet Know Your Customer Simplify Payments

Complete Video Calls

Mobilize The Internet

Know Your Customer

Simplify Payments

1. Complete Video Calls

1. Complete Video Calls

2. Mobilize The Internet

2. Mobilize The Internet

Add Value In Open Internet Optimise User Experience Control Browsing & Access Enable Communities Monetise Clarity of Pricing

Optimise

User Experience

Control

Browsing & Access

Enable

Communities

Monetise

Clarity of Pricing

3. Know Your Customer

3. Know Your Customer

Increase Customer Loyalty Achieving Customer Centricity Behaviour Lifestyle Characteristics Brand Preferences Personal Interests Consumption Patterns

Behaviour

Lifestyle Characteristics

Brand Preferences

Personal Interests

Consumption Patterns

4. Simplify Payments

4. Simplify Payments

Match Customer Needs

Sirous Kavehercy Market Development Director Europe, Russia and Africa --------------------------------------------------------- Mobile: +31 65252 6222 Email: [email_address] Website: http://www.acision.com Skype: sirous.kavehercy