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Innovation in the China Mobile Industry




                                                 MobileMonday Global Summit 2008 – Kuala Lumpur
                                                                                   May 19, 2008

                                                                                 Bruno Bensaid
MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   1                       Bruno Bensaid
                                                                                                   1
My profile

    •     Established in China since 1997.
    •     VP Business Development for Ventech (China), VC fund focusing on China TMT
          companies. 100% sub of Paris-based Ventech, French venture fund focusing on
          TMT and biotech. Ventech was elected best VC of the year (2007)
    •     Founder of Mobilemonday in shanghai (2006). Running 150-people events
          monthly covering all angles of the industry.
    •     Launched and managed Wireless businesses in Shanghai from 2002-2006 (In-
          Fusio, Faith Inc, Freever, Open-Plug), consulted to European Telecom operators
    •     Worked with Cisco Systems @ APAC HQ in Singapore (1999-2002)



    •     Reachable on linkedin, msn, skype,
          twitter, facebook and….phone!




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   2                Bruno Bensaid
What’s New?

                                                        Telco reorganization, 3G, Mobile TV…




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   3                     Bruno Bensaid
                                                                                                 3
China Telecom Industry to Restructure

       • Emergence of 3 national champions, with fixed and mobile
         capabilities (Government-led reorganization).

       To be confirmed:
       • China Railcom to be merged into China Mobile
       • China Netcom (fixed line operator) to be merged with
         China Unicom (GSM network)
       • Unicom's CDMA business to be merged with China
         Telecom (largest fixed operator)

       • TD-SCDMA (China 3G home grown standard) launched
         with at least one operator (China Mobile). Other standards
         (WCDMA and/or CDMA2000) will likely co-exist too.

MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008    4                        Bruno Bensaid
3G finally coming, but the ecosystem is weak

   • Large scale commercial trial of home-grown technology TD-
     SCDMA is currently conducted by China Mobile in eight
     major cities, including Beijing, Shanghai and Guangzhou.

   • China Mobile to provide 20,000 trial users with handsets
     and data cards free of charge. 40,000 handsets to be rolled
     out to paid customers soon.

   • Yet, the ecosystem is not healthy. Commit, a TD-SCDMA
     design house invested by Nokia, TI, LG (etc) went bankrupt
     (May 2008). Government backing to TD-SCDMA is weak.

   • Meanwhile, Edge deployed by China Mobile in tier-1 cities,
     CDMA1X (Unicom) deployed in key provinces. LTE trialed.
MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   5                  Bruno Bensaid
Mobile TV standard Also given a Thumbs Up

 • DMB-T and CMMB main standards adopted by SARFT (State
   Administration of Radio, Film and Television) for mobile TV.

 • 6 mobile TV licenses - SMG, CCTV, Beijing TV, Guangdong
   media group, Renmin Guangbo Diantai, China Radio Int’l.

 • CMMB used for mobile phones and data connected devices,
   with interaction and billing. DMB-T to be used on mobile display
   terminals (transportation) without need for interaction.

 • CMMB trialed in Beijing, Shanghai & Shenzhen. 90% of Beijing
   covered, 20 channels offered. Devices from Lenovo, ZTE,
   Innofidei etc shipping. SMG launching dongles in Shanghai.


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   6                 Bruno Bensaid
Market Update

                           China MVAS growth fueled by commoditized services




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   7          Bruno Bensaid
                                                                                      7
Mobile Subscribers growth only getting stronger



       • 575 Mil Mobile Subscribers (March 2008). +9.4 Mil new
         mobile subscribers in March.

       • Net loss of 1.4 Mil subscribers of fixed operators (326 Mil).

       • Mobile penetration ~ 45%

       • ~ 60 Bil SMS sent per month (+29% YoY)

       • 210 Mil Internet subscribers (end 2007), ~ +6 Mil new
         suscribers / month


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   8               Bruno Bensaid
And so is MVAS growth



  Wireless value-added
  services accounted for
  25.7% of China Mobile's
  total income in 2007, with
  ringback tones, WAP and
  MMS services all continuing
  to grow.




                                       * Source China Mobile


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   9                   Bruno Bensaid
But Innovation does not drive Growth, Mature Services Do

         • Mature, commoditized services are driving growth,
           fueled by operators’ walled garden strategies.

         • The Most Acclaimed applications and services are not
           the most innovative: IM, Digital Newspaper, short
           novels/ebooks and Entertainment MVAS dominate
           (music, logos/pictures, small videos)

         • Operator walled garden strategy successful. End 2007,
           China Mobile had 12.81 mln active Fetion (IM) users,
           23.55 mln paid mobile newspaper subscribers, and
           34.56 mln Wireless Music Club VIP members.


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   10   Bruno Bensaid
2007 Most acclaimed Mobile Applications
  •     由《通信产业报》主办的“2007中国手机客户端软件TOP50评选”。Out of 50, the top 20 cover:

  •     1.手机QQ                                                   IM   Entertainment
  •     2.掌上书院                                Mobile ebooks
  •     3.PICA                                                   IM
  •     4.PingCo                                                 IM                   Micro-Blogging
  •     5.ucweb优视浏览                                                                   Mail / browsing
  •     6.百阅                                  Mobile ebooks
  •     7.飞信                                                     IM
  •     8.空中-Opera2.0                                                                 Browsing
  •     9.手机MSN                                                  IM
  •     10.百灵鸟音乐客户端                                                                   wap platform
  •     11.手机大头                                                  IM   Entertainment   Browsing
  •     12.掌讯通                                Mobile ebooks           Entertainment
  •     13.掌媒                                 Mobile ebooks
  •     14.维信                                                                         Mobile Widgets
  •     15.胖葫芦                                                                        Mobile Widgets
  •     16.网秦手机杀毒                                                                     Anti-virus
  •     17.凤凰移动台                                                      Entertainment
  •     18.MM狂下载                                                      Entertainment
  •     19.V8书客                               Mobile ebooks
  •     20.贝多                                                    IM

MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   11                           Bruno Bensaid
Yet, too little innovation could lead to failure

         • By end 2007, Fetion (China Mobile IM service) had over
           73 million registered users with about 67 million addition
           in 2007, but only 12.8 million are active users.

         • Despite solid growth, real usage is actually down (10%
           only of H2’2007 additions are really active, compared
           with 30% in H1’2007).

         • Reflects the limited growth potential of Fetion, which
           most of users use for free SMS communication between
           PC and mobile phone (compared with Tencent’s QQ
           complete suite of services using IM as a pillar).


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   12                     Bruno Bensaid
Mobile Innovators in China

                                                                Making the Most of 2.5G networks




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008     13                       Bruno Bensaid
                                                                                                    13
Mobile 2.0 in China is Late but Youth are driving usage
   • Widsets (Mobile Widgets)
     reached “only” 3 mil users
     by end 2007, in a ~ 50-60
     Mil Active Mobile Internet
     users population (the real
     mobile internet potential
     population is 3x higher).
     Hard to call it a success!

   • But outlook is positive.
     Recent research indicate
     Youth will drive mobile 2.0
     usage:
   • 31% Youth used mobile phones to access the Internet in the
     past six months (40.2% with College students, the highest
     usage among all populations surveyed)
                                                                     Source: CNNIC April 2008
MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   14                      Bruno Bensaid
Barriers to Innovation - I

         Political Reasons

         • Payment mechanisms with operators are mature and
           varied (SMS, WAP etc), but made difficult to implement if
           Service Providers / Content Providers have not reached a
           “critical mass”.

         • Walled gardens is a real threat. Once popular, a service
           can virtually be monopolized and run by China Mobile and
           kick early entrant out.

         • Late entrants Innovators clearly discouraged to operate
           independently or face heavy losses in the first years
           (leveraging too much on ad rather than paid services)

MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   15                       Bruno Bensaid
Barriers to Innovation - II

          Technical and Marketing Reasons

          • slow speeds are slowing down innovation and adoption
            (though the infrastructure is massively upgraded to Edge
            or CDMA 1x, and TD-SCDMA now trialed on large scale)

          • Flat rates or quasi-flat rates are back, but not
            communicated well enough. Data packages are confusing

          • No or little service is bundled with data packages (except
            overly expensive Blackberry data package and service, a
            possible failure)

MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   16                        Bruno Bensaid
Barriers to Innovation - III

          Cultural Reasons

          • Competitors don’t cooperate in China! - Most popular web
            and mobile platforms are still proprietary (“silo mentality”).
            When API is open, it is limited in scope.

          • Few platforms enable mashups and interoperability.

          • Older netizens generation is a BBS generation
            (anonymous). Moving towards SNS (public) is slow, but
            Younger generation, self-conscious and open, will drive
            adoption of new services and social networks.

MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   17                         Bruno Bensaid
Established Innovators


         • Tencent still leading the train of innovation, leveraging
           on their integrated suit of free and paid services, across
           mobile and online platforms (and in process of opening
           their QQ SDK).

         • Baidu, online search leader (80% market share)
           successfully launched its wap suit of services and is
           following with tons online/mobile (just launched an IM
           client, Baidu Hi). Expect strong content innovation in
           2008-2009, as search is the entry point to other services




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   18                    Bruno Bensaid
2007 Adopted Innovations


          • Mobile Advertising established in the landscape (but no
            real expectation on revenue until 2010).
          • IM feature a must, in proprietary format or open source.
          • VoIP calls, call-back and push-to-talk (Vivame, Bedo)
          • Click-to-call very popular (after search results or banner
            based, like with MadHouse)
          • Photo/video sharing and geo-tagging (more recent)
          • Content compression widely adopted
          • Mobile Clients, like GGlive (3G.cn) enable rich content
            streaming and TV-like experience.
          • Free content with advertising (Datuu, 5MM etc).


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   19                      Bruno Bensaid
2008 Innovation Trends

         • For SNS, location-aware features will be key (POI,
           discovery of friends in the vicinity etc), using GPS or cell
           ID (Bedo, Gypsii, Mimo etc).

         • Information organized into CHANNELS:
                o Customized Search, pre-arranged or pre-fetched search content
                  (Datuu, Roboo, Cgogo etc).
                o 3rd generation mobile browsers (client-server) enabling content
                  categorization and behavioral features, helping prioritize content
                  downloaded (Dratek, Datuu etc).


         • M-commerce should emerge (NFC payment trial in
           Shanghai, or wap-based m-payment, like with 3G.cn),
           But mobile widgets and RSS still niche (Panghulu…)

MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   20                    Bruno Bensaid
Tencent

                                                                     Undisputed MVAS leader




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   21                   Bruno Bensaid
                                                                                              21
Tencent’s IM “QQ” is China’s youth “email” and much more
         •    Integrated offer of service leveraging on a rich IM client deployed over 300
              mil accounts (84% market share).




                                                                             Courtesy


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   22                      Bruno Bensaid
Tencent’s QQ Labs at the cornerstone of innovation

         •    In-house R&D (QQ labs) enabling diversification into casual games, CtoC ,
  In large cities, such as Shanghai, Beijing, Guangzhou, Shenzhen,
           Entreprise IM, Blogs, wap portal, bookmarks, video download, online and
  penetration has reached over 100%. Subscribers growth is now
           mobile ad serving etc.
  occurring in 2-tier and 3-tier cities as well as rural townships.




                                                                              Courtesy


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   23        Courtesy of    Bruno Bensaid
Bedo.cn

                                                                Pure-IP based location aware SNS




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008      24                     Bruno Bensaid
                                                                                                   24
The Essence of Mobile 2.0 Chinese Innovation

     bedo.cn is a location based mobile SNS providing the
     following IP-based services:

      • Communication
         o Mobile instant messaging
         o Push to talk                                               Location
      • Content
         o Mobile blog/spaces
         o Music/software sharing

      • Location
         o Local friend finder/matcher
         o Geo-tagged contents
         o Local events
                                                                Communication    Content
         o Using GPS or free cell-ID



MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008    25                    Bruno Bensaid
Local blogs are
                                                                              Bedo.cn - Mobile Interface
      displayed as a star
      Click star to view the
      blog, which could be in              Click buddy’s icon to             “Radar” – Find who is nearby.
      text, photo, voice                   chat/voice talk instantly
      format                               View her latest blog
                                                                             Support both GPS phones and non-GPS
                                           updates, sharing                  phones (via Cell-ID)
                                           newest findings
                                                                             Find what happened around (blogs,
                                                                             pictures, events etc)

                                                                             Click to chat, or push-to-talk;
                                                                             One to one, or one to many;
                                                                             Phone to phone, or phone to PC
                                                                             Chat with MSN/Yahoo friends

                                                                             Picture sharing and geo-tagging &
                                                                             mobile blogs


                                                                            Local weather & nearby
                                                                            POI advertisement can be
                                                                            displayed automatically
                                                                            in the bottom area
                                                                            Can view the internet
                                                                            comments/ratings of the
                                                                            POI service provider


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008
   26                                                                  26                                     Bruno Bensaid
Bedo.cn - Website Interface


   • Find who is nearby
   • Roaming to any
     place through a
     nation wide map

   • Read local blogs,
     events
   • Post, reply &
     comment

   • Update location
     through the map




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008
   27                                                           27                        Bruno Bensaid
Bedo.cn - PC Client Interface


      • Desktop users can also use
        a PC client for multimedia
        instant communications with
        mobile users

      • Talk/chat/share with their
        mobile friends

      • Users can learn:
        o presence & distance of
          their buddies
        o coming up local events
        o local UGC blogs etc


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008
   28                                                           28                          Bruno Bensaid
Text chat, and Voice Talk!

       With advanced voice compression algorithm,
       smartphone users can chat, push-to-talk, and share
       pictures/videos...

  • Chat between Pep, MSN,
    and Yahoo users

  • Push to talk between
    GPRS/wifi phones,
    between mobile and PC
    (only 0.6KB/second)

  • One to one, or one to
    many




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008
   29                                                           29                       Bruno Bensaid
Free mobile blogs & spaces

    Users can enjoy free mobile blogs & spaces,
    content sharing etc
   • Picture and video
     sharing

   • Personal spaces &
     virtual homes in the map

   • RSS subscription

   • Music/software sharing




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008
   30                                                           30                       Bruno Bensaid
5th Media Mobile

                                                          Idle Screen mobile content channels




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   31                     Bruno Bensaid
                                                                                                31
A new media, sliding on idle screen
  Basic
                                                                               Slide Through


    Content
    Channel


Rolling bar for
                                    人姓名 TrackID 可帮助
News, Product
     Tips
                                                                                 Click Through




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008      32                        Bruno Bensaid
Well-defined Media Rich channels, updated automat. or manually




                     Sports
                     Sports                      Consumers
                                                 Consumers           Life Style
                                                                     Life Style   Fashions
                                                                                  Fashions




                     Music
                     Music                          Travel
                                                    Travel            Home
                                                                      Home         Food
                                                                                   Food

MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   33                           Bruno Bensaid
User Defined Channels, fed with partners content




                      Arts
                      Arts                         Games
                                                   Games             Cars
                                                                     Cars    Night Life
                                                                             Night Life




                    Movies
                    Movies                           Men
                                                     Men             Women
                                                                     Women   Finance
                                                                             Finance

MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   34                        Bruno Bensaid
Free Content Download, Ticket Selling, Promotional activities
              Reservation
                                                                                             Content/ad to be shown
 Ticketing
                                                  “ 爱 的 契 机 ” 席 琳 —狄翁
                                                  2008世界巡回演唱会           1-click to call...
                                                  日期:2008.4
                                                  场馆:上海体育场、北                 1-click
                                                                        1-click to call...
                                                  京工人体育场
                                                  票价(RMB): 300, 500,         to call
                                                  800, 1000, 2000,
                                                  3000
                                                  立即预定



   Music

                                                                  Games
                                NO1 胡彦斌 - 男人KTV                                                        哆啦A梦大雄的恐龙官
                                铃音下载 整曲下载                                                              方 授权手游小恐龙回
                                NO2 韩雪 - 你不会知道                                                         到白垩纪的日本,途中
                                铃音下载 整曲下载                                                              经 历的一系列精彩故
                                NO3尚雯婕 -在梵高的星空                                                         事!画面精美且易上手、
                                下                                                                      多 种道具完美结合,
                                铃音下载 整曲下载                                                              经 典再现电影故事情
                                NO4王力宏 - 改变自己                                                          节。
                                铃音下载 整曲下载                                                              马上体验哆啦A梦神奇
                                NO5金莎 - 不可思议                                                           的百宝袋
                                铃音下载 整曲下载




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008           35                                     Bruno Bensaid
Roboo

                                                     New Generation Mobile Search Service




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   36                 Bruno Bensaid
                                                                                            36
“UGC”-based and Channel-based Search

   12 Mobile Search Channels
      ringtones; songs/music; wallpapers/screensavers;
      pictures; video; games; software; hardware; pages;
      eBooks; news; stocks; weather/local life
   • Personalized Ad: display proper ads by matching query
      with contents, plus phone characteristics, city, popularity,
      user profiles (gender, interests…).
   • Innovative: user participation (input comments on
      search results, upload contents onto search engine!!!)

   “human-centered” PopRank algorithm:
   • user modeling, user comments / scoring
   • matching of user queries with user profiles / phone
      characteristics
   • content popularity




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   37                   Bruno Bensaid
Roboo Search Channels Overview




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008    38                     Bruno Bensaid
Datuu

                                                                Fully Automated Suite of Services




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008      39                      Bruno Bensaid
                                                                                                    39
New Generation Browsing and Search


            • Choice of 200 most popular and up-to-date websites
              (appearing in browser and search results)
            • Content Filtration - browser and search engine remove
              unwanted material and separates text from pictures
              into two individual pages




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008        40                     Bruno Bensaid
Search-to-listen mobile music download


      • Integrated search, stream/download and play-the-track user
        experience. Datuu acting as a proxy, not storing songs
      • Songs ranked by popularity.
      • High compression (from 3Mb to ~500Kb)
      • Creation of playlists on the fly




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   41                      Bruno Bensaid
MTI

                                                                Location-based hardware solutions




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008        42                    Bruno Bensaid
                                                                                                    42
Healtcare and safety location-based Services


      •    MTI has developed an LBS platform and a cell Capture®
           technology and algorithm to catch roaming position without
           GPS and Carriers support. It has been used in the Stand-
           alone device, Kare® and Smartcard®, to support a LBS
           service in positions of vehicle, kid, senior, field-workers,
           valuable assets, even pets…All devices are voice enabled
       •    MTI cooperates
            with local carriers
            for co-marketing
            Kare® and
            Smartman®,
            billing monthly
            fees


                      Smartman ® device


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   43                  Bruno Bensaid
Kare®: Kid Tracking device




                                             Dad                                  home


                                                                                            Localization of the child
         Regular alerts to                                                                  at any time based on Cell
         parents’ phone                                                                     ID
                                      Hands
                                      free
                                      speaker                                        Mic.



                                          Localization                        Assistance




                                                      Emergency Key (calls pre-             24x7 Customer service
          Localization     reports                    sent emergency number)
          sent by the child




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008        44                                           Bruno Bensaid
Kare II®: Device for the elderly


                                                           免提喇叭
                                                                       多功能滚轮
                                                                       收音机


                            服务菜单
                            WAP/Internet




                          一按无忧键


                                              子女                   家庭 电源开关

                                紧急求助拔销




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008     45                        Bruno Bensaid
3G.cn

                                                                     Rich Media Mobile Portal




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   46                     Bruno Bensaid
                                                                                                46
Mobile Portal with Rich Media Client


        • No.1 wireless portal in China,
          +50 million registered users,
          and 8 mil daily users.
                                                                                  全方位的图文资
        • Information in text and picture,                                        讯,超过50个频道
          from +50 channels                                                       分类专业提供
                                                                                  广泛深度的互动娱
        • GGLive: Live TV client (8 mil                                           乐,包括社区、交
                                                                                  友、游戏、3G秀等
          downloads, 800k daily users)                                            高品质的影音享
        • GGMusic: Music streaming rich                                           受,包括电视、音
                                                                                  乐、电影、体育直
          client, with search and playlist                                        播的流媒体提供

          management.




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008      47                         Bruno Bensaid
Most Innovative Rich Clients: GGLive and GGMusic

       • Services include: live broadcasting, Movie, Video-on-
         demand and interactive entertainment
       • GGLive also offers GG radio, live radio streaming
       • GGMusic: Online music Streaming, with automatic search
         and download of lyrics of played song




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   48         Bruno Bensaid
Tokiva

                                                                     MVNO for Global Travellers




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   49                       Bruno Bensaid
                                                                                                  49
An inexpensive suite of communication services
Inexpensive phone calls around the world, using call back. Also integrated with IM, phone book,
SMS. The service was launched in September 2007, with over 700k registered users as of 01/2008.




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   50                     Bruno Bensaid
Patent Pending Technology


                      Data Channel                                  USPTO Provisional Patent
                                                                    USPTO Provisional Patent
                      Voice Channel                                 #60/808560, 60/990996
                                                                    #60/808560, 60/990996




                                                       Internet                VoIP Gateway
                 GPRS Network                                                                           GPRS Network



                                                                   Tokiva
   Toronto
                                                                Mobile Platform                                 Shanghai




            Web / SNS                   Voice                      Messaging                  Sharing          Billing
             Service                   Service                      Service                   Service          Service

MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008             51                                             Bruno Bensaid
Pang Hu Lu

                                                                     Mobile RSS and Widgets




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   52                   Bruno Bensaid
                                                                                              52
A simple syndication tool, competing with Widsets

       Panghulu enables users to subscribe for any digital content and play it on the mobile phone.


          Free Internet Resources
                   RSS Feeds
           Other Information Sites

                Online Services                                 Automatic Conversion
                                                                Gateway
                       BBS
                       SNS
                                                                Multimedia Compression
                      Search                                    Technology
                Ticket Booking
                                                                Handset Adaptation
                        …                                       Technology

               Traditional Media
                   Publishing
                                        CMS
                   Broadcast


MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008        53                     Bruno Bensaid
Business model: ad + revenue sharing

           Placing advertisements amidst free contents
           Sharing premium content subscription fee with CPs
           Sharing advertising revenue with online service providers and CPs




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008    54                      Bruno Bensaid
Thank You!

              Bruno Bensaid - 布鲁诺 - email/msn: bensaid@fastmail.fm




MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008   55        Bruno Bensaid
                                                                                   55

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Mobilemonday Global Summit KL Bruno Bensaid 20080519

  • 1. Innovation in the China Mobile Industry MobileMonday Global Summit 2008 – Kuala Lumpur May 19, 2008 Bruno Bensaid MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 1 Bruno Bensaid 1
  • 2. My profile • Established in China since 1997. • VP Business Development for Ventech (China), VC fund focusing on China TMT companies. 100% sub of Paris-based Ventech, French venture fund focusing on TMT and biotech. Ventech was elected best VC of the year (2007) • Founder of Mobilemonday in shanghai (2006). Running 150-people events monthly covering all angles of the industry. • Launched and managed Wireless businesses in Shanghai from 2002-2006 (In- Fusio, Faith Inc, Freever, Open-Plug), consulted to European Telecom operators • Worked with Cisco Systems @ APAC HQ in Singapore (1999-2002) • Reachable on linkedin, msn, skype, twitter, facebook and….phone! MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 2 Bruno Bensaid
  • 3. What’s New? Telco reorganization, 3G, Mobile TV… MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 3 Bruno Bensaid 3
  • 4. China Telecom Industry to Restructure • Emergence of 3 national champions, with fixed and mobile capabilities (Government-led reorganization). To be confirmed: • China Railcom to be merged into China Mobile • China Netcom (fixed line operator) to be merged with China Unicom (GSM network) • Unicom's CDMA business to be merged with China Telecom (largest fixed operator) • TD-SCDMA (China 3G home grown standard) launched with at least one operator (China Mobile). Other standards (WCDMA and/or CDMA2000) will likely co-exist too. MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 4 Bruno Bensaid
  • 5. 3G finally coming, but the ecosystem is weak • Large scale commercial trial of home-grown technology TD- SCDMA is currently conducted by China Mobile in eight major cities, including Beijing, Shanghai and Guangzhou. • China Mobile to provide 20,000 trial users with handsets and data cards free of charge. 40,000 handsets to be rolled out to paid customers soon. • Yet, the ecosystem is not healthy. Commit, a TD-SCDMA design house invested by Nokia, TI, LG (etc) went bankrupt (May 2008). Government backing to TD-SCDMA is weak. • Meanwhile, Edge deployed by China Mobile in tier-1 cities, CDMA1X (Unicom) deployed in key provinces. LTE trialed. MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 5 Bruno Bensaid
  • 6. Mobile TV standard Also given a Thumbs Up • DMB-T and CMMB main standards adopted by SARFT (State Administration of Radio, Film and Television) for mobile TV. • 6 mobile TV licenses - SMG, CCTV, Beijing TV, Guangdong media group, Renmin Guangbo Diantai, China Radio Int’l. • CMMB used for mobile phones and data connected devices, with interaction and billing. DMB-T to be used on mobile display terminals (transportation) without need for interaction. • CMMB trialed in Beijing, Shanghai & Shenzhen. 90% of Beijing covered, 20 channels offered. Devices from Lenovo, ZTE, Innofidei etc shipping. SMG launching dongles in Shanghai. MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 6 Bruno Bensaid
  • 7. Market Update China MVAS growth fueled by commoditized services MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 7 Bruno Bensaid 7
  • 8. Mobile Subscribers growth only getting stronger • 575 Mil Mobile Subscribers (March 2008). +9.4 Mil new mobile subscribers in March. • Net loss of 1.4 Mil subscribers of fixed operators (326 Mil). • Mobile penetration ~ 45% • ~ 60 Bil SMS sent per month (+29% YoY) • 210 Mil Internet subscribers (end 2007), ~ +6 Mil new suscribers / month MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 8 Bruno Bensaid
  • 9. And so is MVAS growth Wireless value-added services accounted for 25.7% of China Mobile's total income in 2007, with ringback tones, WAP and MMS services all continuing to grow. * Source China Mobile MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 9 Bruno Bensaid
  • 10. But Innovation does not drive Growth, Mature Services Do • Mature, commoditized services are driving growth, fueled by operators’ walled garden strategies. • The Most Acclaimed applications and services are not the most innovative: IM, Digital Newspaper, short novels/ebooks and Entertainment MVAS dominate (music, logos/pictures, small videos) • Operator walled garden strategy successful. End 2007, China Mobile had 12.81 mln active Fetion (IM) users, 23.55 mln paid mobile newspaper subscribers, and 34.56 mln Wireless Music Club VIP members. MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 10 Bruno Bensaid
  • 11. 2007 Most acclaimed Mobile Applications • 由《通信产业报》主办的“2007中国手机客户端软件TOP50评选”。Out of 50, the top 20 cover: • 1.手机QQ IM Entertainment • 2.掌上书院 Mobile ebooks • 3.PICA IM • 4.PingCo IM Micro-Blogging • 5.ucweb优视浏览 Mail / browsing • 6.百阅 Mobile ebooks • 7.飞信 IM • 8.空中-Opera2.0 Browsing • 9.手机MSN IM • 10.百灵鸟音乐客户端 wap platform • 11.手机大头 IM Entertainment Browsing • 12.掌讯通 Mobile ebooks Entertainment • 13.掌媒 Mobile ebooks • 14.维信 Mobile Widgets • 15.胖葫芦 Mobile Widgets • 16.网秦手机杀毒 Anti-virus • 17.凤凰移动台 Entertainment • 18.MM狂下载 Entertainment • 19.V8书客 Mobile ebooks • 20.贝多 IM MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 11 Bruno Bensaid
  • 12. Yet, too little innovation could lead to failure • By end 2007, Fetion (China Mobile IM service) had over 73 million registered users with about 67 million addition in 2007, but only 12.8 million are active users. • Despite solid growth, real usage is actually down (10% only of H2’2007 additions are really active, compared with 30% in H1’2007). • Reflects the limited growth potential of Fetion, which most of users use for free SMS communication between PC and mobile phone (compared with Tencent’s QQ complete suite of services using IM as a pillar). MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 12 Bruno Bensaid
  • 13. Mobile Innovators in China Making the Most of 2.5G networks MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 13 Bruno Bensaid 13
  • 14. Mobile 2.0 in China is Late but Youth are driving usage • Widsets (Mobile Widgets) reached “only” 3 mil users by end 2007, in a ~ 50-60 Mil Active Mobile Internet users population (the real mobile internet potential population is 3x higher). Hard to call it a success! • But outlook is positive. Recent research indicate Youth will drive mobile 2.0 usage: • 31% Youth used mobile phones to access the Internet in the past six months (40.2% with College students, the highest usage among all populations surveyed) Source: CNNIC April 2008 MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 14 Bruno Bensaid
  • 15. Barriers to Innovation - I Political Reasons • Payment mechanisms with operators are mature and varied (SMS, WAP etc), but made difficult to implement if Service Providers / Content Providers have not reached a “critical mass”. • Walled gardens is a real threat. Once popular, a service can virtually be monopolized and run by China Mobile and kick early entrant out. • Late entrants Innovators clearly discouraged to operate independently or face heavy losses in the first years (leveraging too much on ad rather than paid services) MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 15 Bruno Bensaid
  • 16. Barriers to Innovation - II Technical and Marketing Reasons • slow speeds are slowing down innovation and adoption (though the infrastructure is massively upgraded to Edge or CDMA 1x, and TD-SCDMA now trialed on large scale) • Flat rates or quasi-flat rates are back, but not communicated well enough. Data packages are confusing • No or little service is bundled with data packages (except overly expensive Blackberry data package and service, a possible failure) MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 16 Bruno Bensaid
  • 17. Barriers to Innovation - III Cultural Reasons • Competitors don’t cooperate in China! - Most popular web and mobile platforms are still proprietary (“silo mentality”). When API is open, it is limited in scope. • Few platforms enable mashups and interoperability. • Older netizens generation is a BBS generation (anonymous). Moving towards SNS (public) is slow, but Younger generation, self-conscious and open, will drive adoption of new services and social networks. MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 17 Bruno Bensaid
  • 18. Established Innovators • Tencent still leading the train of innovation, leveraging on their integrated suit of free and paid services, across mobile and online platforms (and in process of opening their QQ SDK). • Baidu, online search leader (80% market share) successfully launched its wap suit of services and is following with tons online/mobile (just launched an IM client, Baidu Hi). Expect strong content innovation in 2008-2009, as search is the entry point to other services MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 18 Bruno Bensaid
  • 19. 2007 Adopted Innovations • Mobile Advertising established in the landscape (but no real expectation on revenue until 2010). • IM feature a must, in proprietary format or open source. • VoIP calls, call-back and push-to-talk (Vivame, Bedo) • Click-to-call very popular (after search results or banner based, like with MadHouse) • Photo/video sharing and geo-tagging (more recent) • Content compression widely adopted • Mobile Clients, like GGlive (3G.cn) enable rich content streaming and TV-like experience. • Free content with advertising (Datuu, 5MM etc). MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 19 Bruno Bensaid
  • 20. 2008 Innovation Trends • For SNS, location-aware features will be key (POI, discovery of friends in the vicinity etc), using GPS or cell ID (Bedo, Gypsii, Mimo etc). • Information organized into CHANNELS: o Customized Search, pre-arranged or pre-fetched search content (Datuu, Roboo, Cgogo etc). o 3rd generation mobile browsers (client-server) enabling content categorization and behavioral features, helping prioritize content downloaded (Dratek, Datuu etc). • M-commerce should emerge (NFC payment trial in Shanghai, or wap-based m-payment, like with 3G.cn), But mobile widgets and RSS still niche (Panghulu…) MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 20 Bruno Bensaid
  • 21. Tencent Undisputed MVAS leader MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 21 Bruno Bensaid 21
  • 22. Tencent’s IM “QQ” is China’s youth “email” and much more • Integrated offer of service leveraging on a rich IM client deployed over 300 mil accounts (84% market share). Courtesy MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 22 Bruno Bensaid
  • 23. Tencent’s QQ Labs at the cornerstone of innovation • In-house R&D (QQ labs) enabling diversification into casual games, CtoC , In large cities, such as Shanghai, Beijing, Guangzhou, Shenzhen, Entreprise IM, Blogs, wap portal, bookmarks, video download, online and penetration has reached over 100%. Subscribers growth is now mobile ad serving etc. occurring in 2-tier and 3-tier cities as well as rural townships. Courtesy MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 23 Courtesy of Bruno Bensaid
  • 24. Bedo.cn Pure-IP based location aware SNS MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 24 Bruno Bensaid 24
  • 25. The Essence of Mobile 2.0 Chinese Innovation bedo.cn is a location based mobile SNS providing the following IP-based services: • Communication o Mobile instant messaging o Push to talk Location • Content o Mobile blog/spaces o Music/software sharing • Location o Local friend finder/matcher o Geo-tagged contents o Local events Communication Content o Using GPS or free cell-ID MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 25 Bruno Bensaid
  • 26. Local blogs are Bedo.cn - Mobile Interface displayed as a star Click star to view the blog, which could be in Click buddy’s icon to “Radar” – Find who is nearby. text, photo, voice chat/voice talk instantly format View her latest blog Support both GPS phones and non-GPS updates, sharing phones (via Cell-ID) newest findings Find what happened around (blogs, pictures, events etc) Click to chat, or push-to-talk; One to one, or one to many; Phone to phone, or phone to PC Chat with MSN/Yahoo friends Picture sharing and geo-tagging & mobile blogs Local weather & nearby POI advertisement can be displayed automatically in the bottom area Can view the internet comments/ratings of the POI service provider MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 26 26 Bruno Bensaid
  • 27. Bedo.cn - Website Interface • Find who is nearby • Roaming to any place through a nation wide map • Read local blogs, events • Post, reply & comment • Update location through the map MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 27 27 Bruno Bensaid
  • 28. Bedo.cn - PC Client Interface • Desktop users can also use a PC client for multimedia instant communications with mobile users • Talk/chat/share with their mobile friends • Users can learn: o presence & distance of their buddies o coming up local events o local UGC blogs etc MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 28 28 Bruno Bensaid
  • 29. Text chat, and Voice Talk! With advanced voice compression algorithm, smartphone users can chat, push-to-talk, and share pictures/videos... • Chat between Pep, MSN, and Yahoo users • Push to talk between GPRS/wifi phones, between mobile and PC (only 0.6KB/second) • One to one, or one to many MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 29 29 Bruno Bensaid
  • 30. Free mobile blogs & spaces Users can enjoy free mobile blogs & spaces, content sharing etc • Picture and video sharing • Personal spaces & virtual homes in the map • RSS subscription • Music/software sharing MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 30 30 Bruno Bensaid
  • 31. 5th Media Mobile Idle Screen mobile content channels MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 31 Bruno Bensaid 31
  • 32. A new media, sliding on idle screen Basic Slide Through Content Channel Rolling bar for 人姓名 TrackID 可帮助 News, Product Tips Click Through MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 32 Bruno Bensaid
  • 33. Well-defined Media Rich channels, updated automat. or manually Sports Sports Consumers Consumers Life Style Life Style Fashions Fashions Music Music Travel Travel Home Home Food Food MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 33 Bruno Bensaid
  • 34. User Defined Channels, fed with partners content Arts Arts Games Games Cars Cars Night Life Night Life Movies Movies Men Men Women Women Finance Finance MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 34 Bruno Bensaid
  • 35. Free Content Download, Ticket Selling, Promotional activities Reservation Content/ad to be shown Ticketing “ 爱 的 契 机 ” 席 琳 —狄翁 2008世界巡回演唱会 1-click to call... 日期:2008.4 场馆:上海体育场、北 1-click 1-click to call... 京工人体育场 票价(RMB): 300, 500, to call 800, 1000, 2000, 3000 立即预定 Music Games NO1 胡彦斌 - 男人KTV 哆啦A梦大雄的恐龙官 铃音下载 整曲下载 方 授权手游小恐龙回 NO2 韩雪 - 你不会知道 到白垩纪的日本,途中 铃音下载 整曲下载 经 历的一系列精彩故 NO3尚雯婕 -在梵高的星空 事!画面精美且易上手、 下 多 种道具完美结合, 铃音下载 整曲下载 经 典再现电影故事情 NO4王力宏 - 改变自己 节。 铃音下载 整曲下载 马上体验哆啦A梦神奇 NO5金莎 - 不可思议 的百宝袋 铃音下载 整曲下载 MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 35 Bruno Bensaid
  • 36. Roboo New Generation Mobile Search Service MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 36 Bruno Bensaid 36
  • 37. “UGC”-based and Channel-based Search 12 Mobile Search Channels ringtones; songs/music; wallpapers/screensavers; pictures; video; games; software; hardware; pages; eBooks; news; stocks; weather/local life • Personalized Ad: display proper ads by matching query with contents, plus phone characteristics, city, popularity, user profiles (gender, interests…). • Innovative: user participation (input comments on search results, upload contents onto search engine!!!) “human-centered” PopRank algorithm: • user modeling, user comments / scoring • matching of user queries with user profiles / phone characteristics • content popularity MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 37 Bruno Bensaid
  • 38. Roboo Search Channels Overview MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 38 Bruno Bensaid
  • 39. Datuu Fully Automated Suite of Services MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 39 Bruno Bensaid 39
  • 40. New Generation Browsing and Search • Choice of 200 most popular and up-to-date websites (appearing in browser and search results) • Content Filtration - browser and search engine remove unwanted material and separates text from pictures into two individual pages MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 40 Bruno Bensaid
  • 41. Search-to-listen mobile music download • Integrated search, stream/download and play-the-track user experience. Datuu acting as a proxy, not storing songs • Songs ranked by popularity. • High compression (from 3Mb to ~500Kb) • Creation of playlists on the fly MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 41 Bruno Bensaid
  • 42. MTI Location-based hardware solutions MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 42 Bruno Bensaid 42
  • 43. Healtcare and safety location-based Services • MTI has developed an LBS platform and a cell Capture® technology and algorithm to catch roaming position without GPS and Carriers support. It has been used in the Stand- alone device, Kare® and Smartcard®, to support a LBS service in positions of vehicle, kid, senior, field-workers, valuable assets, even pets…All devices are voice enabled • MTI cooperates with local carriers for co-marketing Kare® and Smartman®, billing monthly fees Smartman ® device MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 43 Bruno Bensaid
  • 44. Kare®: Kid Tracking device Dad home Localization of the child Regular alerts to at any time based on Cell parents’ phone ID Hands free speaker Mic. Localization Assistance Emergency Key (calls pre- 24x7 Customer service Localization reports sent emergency number) sent by the child MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 44 Bruno Bensaid
  • 45. Kare II®: Device for the elderly 免提喇叭 多功能滚轮 收音机 服务菜单 WAP/Internet 一按无忧键 子女 家庭 电源开关 紧急求助拔销 MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 45 Bruno Bensaid
  • 46. 3G.cn Rich Media Mobile Portal MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 46 Bruno Bensaid 46
  • 47. Mobile Portal with Rich Media Client • No.1 wireless portal in China, +50 million registered users, and 8 mil daily users. 全方位的图文资 • Information in text and picture, 讯,超过50个频道 from +50 channels 分类专业提供 广泛深度的互动娱 • GGLive: Live TV client (8 mil 乐,包括社区、交 友、游戏、3G秀等 downloads, 800k daily users) 高品质的影音享 • GGMusic: Music streaming rich 受,包括电视、音 乐、电影、体育直 client, with search and playlist 播的流媒体提供 management. MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 47 Bruno Bensaid
  • 48. Most Innovative Rich Clients: GGLive and GGMusic • Services include: live broadcasting, Movie, Video-on- demand and interactive entertainment • GGLive also offers GG radio, live radio streaming • GGMusic: Online music Streaming, with automatic search and download of lyrics of played song MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 48 Bruno Bensaid
  • 49. Tokiva MVNO for Global Travellers MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 49 Bruno Bensaid 49
  • 50. An inexpensive suite of communication services Inexpensive phone calls around the world, using call back. Also integrated with IM, phone book, SMS. The service was launched in September 2007, with over 700k registered users as of 01/2008. MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 50 Bruno Bensaid
  • 51. Patent Pending Technology Data Channel USPTO Provisional Patent USPTO Provisional Patent Voice Channel #60/808560, 60/990996 #60/808560, 60/990996 Internet VoIP Gateway GPRS Network GPRS Network Tokiva Toronto Mobile Platform Shanghai Web / SNS Voice Messaging Sharing Billing Service Service Service Service Service MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 51 Bruno Bensaid
  • 52. Pang Hu Lu Mobile RSS and Widgets MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 52 Bruno Bensaid 52
  • 53. A simple syndication tool, competing with Widsets Panghulu enables users to subscribe for any digital content and play it on the mobile phone. Free Internet Resources RSS Feeds Other Information Sites Online Services Automatic Conversion Gateway BBS SNS Multimedia Compression Search Technology Ticket Booking Handset Adaptation … Technology Traditional Media Publishing CMS Broadcast MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 53 Bruno Bensaid
  • 54. Business model: ad + revenue sharing Placing advertisements amidst free contents Sharing premium content subscription fee with CPs Sharing advertising revenue with online service providers and CPs MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 54 Bruno Bensaid
  • 55. Thank You! Bruno Bensaid - 布鲁诺 - email/msn: bensaid@fastmail.fm MobileMonday Global Summit 2008 – Kuala Lumpur – May 19, 2008 55 Bruno Bensaid 55