December 2006
MARKETING PLAN 2007
I. Situation Analysis
1. Market forecast
New M/S Acc M/S New M/S Acc M/S
Brand New 2006 Acc 2006 New 2007 Acc 2007
2006 2006 2007 2007
Vina 2,700,000 24.9% 6,700,000 32.4% 2,540,000 20.0% 9,240,000 27.7%
Mobi 2,900,000 26.7% 6,200,000 30.0% 3,800,000 29.9% 10,000,000 29.9%
Viettel 4,000,000 36.9% 6,000,000 29.0% 3,420,000 26.9% 9,420,000 28.2%
S-Fone 1,100,000 10.1% 1,500,000 7.3% 2,000,000 15.7% 3,500,000 10.5%
EVN 15,000 0.1% 15,000 0.1% 15,000 0.1% 30,000 0.1%
Cityphone 30,000 0.3% 174,000 0.8% 26,000 0.2% 200,000 0.6%
HNT 100,000 0.9% 100,000 0.5% 900,000 7.1% 1,000,000 3.0%
Total 10,845,000 100.0% 20,689,000 100% 12,701,000 100% 33,390,000 100%
• The market growth rate has been around 200% in 2006 compared to 2005. Viettel has
emerged as the market leader in the new market of 2006. Analysis showed that Vina &
Mobi has been gained by Viettel during the year 2006 in term of new market.
• The market is expected to see another significant increase of 13 million subscribers,
where Vina tends to decline, Mobi tends to go up and Viettel tends to go down relatively
in term of market share, being attributable to the substantial increase of CDMA category
(New market 2006 GSM/CDMA:88.7/11.3% vs. New market 2007 GSM/CDMA:
77%/23%).
2. 3C Analysis
• Competition – As the market is growing and will tend to decline from 2008, GSM
operators tend to focus on nominal while trying to retain their current subscribers in 2007
(Vina - refreshing its image; Mobi - providing enriched VAS and building young/premium
image; Viettel - sale promotions and widening distribution channel; HT Mobile - low price
& sale promotion plus building image to gain customers’ trust from very beginning).
Fierce competition after HT Mobile enters the market (1H). For S-Fone, it’s important to
show image as a strong player in order to take the market initiative.
• Customer – They will have more choices, tend to observe the market more, are less
loyal to a brand and tend to churn out-in to a brand. For S-Fone, it is emerging market,
especially YT market and we should focus on price factor because of inferior core value.
• Company - S-Fone will invest around an additional of 800 standard BTS and reinforce
EVDO coverage of 10 cities (incl. tourist areas). S-Fone will prepare for the marketing
Infrastructure for VAS system and will improve the internal processes/procedures for
quick decision-making. However, for S-Fone, it takes long time to overcome
competitiveness of core value, especially, network coverage & handset.
3. Competitiveness
• It’s very important to focus on price factors even next year because S-Fone has strong
point in price competitiveness but absolutely inferior to core value like call quality and
coverage.
1/16

Strategy Canvas
V inaP h one
MobiFone
V ie tte l
S -Fone
4.39
4.
31 4.
29
4.
22
4.14
4.
06 4.
08 4.
07 4.
08
4.04
4 99
3.
3.
86
3.
8 3.
77
3.75 3.
73
3.
7 3.
68
3.
61 3.59 3.61 3.
61
3.
57 3.
54 3.
53 3.
51
3.
36
Call Coverage Low Usage Credibility High-
Reputation Period
Quality Tariff tech
High Low
Importance
* Source: Market Research for Vietnam YT Marketing Strategy (Focus Research, Nov/06)
 There is a big gap with GSM operators in consumer’s perception in terms of core value
like call quality & coverage.
 It’s difficult to make use of N/W coverage for 2007 marketing activities because of
physical & perceptual time-lag.
Evaluation Attributes on S-Fone
Importance
Call Low
Quality Call Charge Low
Monthly Fee
Long-term
N/W Coverage
Subscription
Usage
Reputation Period
Easy to select
Number
Various VAS High-tech
Various SP
Diversified H/S
* Source: Market Research for Vietnam YT Marketing Strategy (Focus Research, Nov/06)
Customer
Service
Recommendation
Satisfaction
* Source: Market Research for Vietnam YT Marketing Strategy (Focus Research, Nov/06)
 Among important attributes, the only reason for customer to select S-Fone is competitive
price factor. There is risk which customer will not select S-Fone if not keeping or
reinforcing price competitive advantage.
 S-Fone brand is favored by potential user than current user, and it is positioned the most
appealing brand to young people in terms of image attributes.
2/16

Intention to Subscribe & Brand preference
Importance
Call Low
Quality Call Charge Low
Monthly Fee
Long-term
N/W Coverage
Subscription
Usage
Reputation Period
Easy to select
Number
Various VAS High-tech
Various SP
Diversified H/S
Customer
Service
Recommendation
Satisfaction
* Source: Market Research for Vietnam YT Marketing Strategy (Focus Research, Nov/06)
 The emerging market shows the potential user better the current user for S-Fone to
focus on. S-Fone should focus on potential market which has higher brand preference
than churn market and has strong negative image on S-Fone.
 Brand preference of potential user is double of current user.
Image Analysis
Mobi, Vina
Premium Expert
Leadership
Credible
Representative
R&D
Vietnam Telecom
Public Servant
Quiet Hip-hop
Person No interest
in Fashion
Viettel 20s Like Movie & Game
Practical Student
Advanced S-Fone
Practical Technology
Old Young
* Source: Market Research for Vietnam YT Marketing Strategy (Focus Research, Nov/06)
 S-Fone should make use of brand equity which was built in YT market because S-Fone
brand is favored by young people.
 YT market is the most potential considering population & size.
Age Population Current 1) Potential 1) S-Fone 2)
16∼19 10% 6% 21% 8%
20∼24 10% 16% 22% 27%
24∼29 9% 19% 13% 19%
30∼34 8% 19% 14% 13%
35∼39 8% 15% 13% 10%
40∼44 7% 12% 11% 8%
1) AC Nielsen (Aug/06) 2) S-Fone subscriber (April∼Nov/06)
3/16

II. Marketing Direction
 Target audience: YT market & first user (core target: 16-24 yo, sub target: 25-29 yo).
 Positioning: S-Fone brand as an economical & rational network brand through tariff-
focused strategy and communication which back-up the strategy.
1. Marketing Targets 2007
New Real subscriber 1,050,000
Acc Real subscriber 2,000,000
New nominal subscriber 2,000,000
Acc nominal subscriber 3,500,000
Acc using subscriber 1,200,000
Total Revenue (US$)
80.54 M
(Except Motorola fund)
Breakdown Revenue Target (Unit: US$ Million)
Voice 35.60M
SMS 9.36M
VAS (Data, VAS and others) 2.84M
International Roaming 2.1M
Interconnection Revenue 29.02M
Connection revenue 1.62 M
2. Marketing Budget 2007
Functional Department Opex Capex
Marketing 9,219,800 -
A&P 8,101,800
Market Research 254,000
MKT for Zone
Zone 1 324,000
Zone 2 324,000
Zone 3 216,000
Sales 22,617,992 200,000
Sales Promotion 3,475,743
Commission 2,626,762
SIM/Card Production 1,738,465
H/S Distribution 14,277,022
VAS sales & promotion 500,000
WH management N/A 200,000
Channel 2,556,032 3,719,081
VAS 2,045,021 7,950,000
Roaming fee 440,654 -
Maintenance for HS 350,000
Customer Service 1,743,203 -
CS section 829,590
Printing bill contract 156,067
Debt 662,915
Training + monitoring 94,630
TOTAL MARKETING BUDGET 38,972,702 11,869,081
4/16

3. Strategic Positioning
Focused Positioning Value Positioning Premium Positioning
 S-Fone image fits the  Not possible now  Will be considered when
target and easily because Viettel has network competitiveness
appealing to the target successfully equals to that of GSM’s
as the target is sensitive positioned in mass and service
to price. market with network differentiation is ready
competitiveness (after 2008)
 With the highest lifetime
(same level as VNPT)
value, the YT market
and low price
play an important role
when S-Fone changes
positioning in the future.
YT, First user (S-Fone) Mass (Viettel) High end (Mobi/Vina)
4. Marketing Direction
 YT, First user (Core: 16-24, sub target: 25-29)
 High potential, majority market
Target  Easy to appeal (rational & practical)
 Advantageous to increase subscribers quickly
 High life-time value
 Build-up rational & economical N/W image
through acquisition strategy focused on tariff
(combined product/service)
 Tariff: PPS focused, Post: revenue (competitive in
Implementation strategy terms of level, usage and rationality)
 Handset: Mid & Low tier line-up
 VAS: Acquisition priority (plus revenue – less
priority) by making use of marketing tools through
bundling with voice, discount plan…)
 Stimulate target to subscribe and build up brand
asset through making use of EVDO and culture
of YT
Image building for
changing long-term  To back up the reason & rationality for
positioning subscription
 To prepare brand re-positioning when
fundamental competitiveness will be equal level
with GSM (2008~)
III. Marketing Module Strategy (See the attachments)
5/16

PART A - MARKETING MODULE
I. Market Research & Strategy
1. Conduct Brand health tracking and U&A periodically to tracking the effectiveness of
marketing activities and the trend of customers. Conduct FGD and quick surveys to
support from time to time projects and quick evaluation for quick decision-making.
2. Develop and manage the internal and external information/data system to analyze all
related information/data for decision-making. Track budget for marketing division’s
budget spend effectiveness.
3. Revenue improvement: SMS optional plans, SMS sale promotion & bundling with voice
tariff, postpaid & tariff plans, top-up services, and usage amount/period revision.
II. Tariff Direction
1. Tariff is considered as the most important factor for marketing strategy in 2007.
Therefore, a thorough study of price in combination product/service to design suitable
tariff plans for segments are very critical to business success in 2007.
 Studying the usage and behaviors of YT towards tariff features with concrete survey
 Tracking tariff plans and investigating competitors’ tariff competitiveness
 Design proper tariff plans, considering the implications from 2006 tariff issues.
2. To renovate the current post paid and prepaid tariff plans, considering the call charge
levels and an additional of SMS/data to stimulate usage and retain current customers.
 Renovate Postpaid to help increase usage and improve ARPU in order to eventually
retain current customers through adding SMS and/or data.
 Renovate Forever tariff plan by cutting off additional 10% R/C and reducing the tariff
level 2700/d/min  2400d/min so as to increase usage (ARPU) of this segment.
 Renovate Economy tariff plan by reducing call charge level from 2400d/min/ 
2100d/min so as to secure the tariff competitiveness.
3. To launch optional SMS plans and to launch post paid/prepaid tariff in a timely manner
to acquire subscribers from time to time. In 2007, all tariff plans require the additional of
SMS & data for effectiveness and fitting to target audience.
 To design and launch optional SMS plans so that all other tariff plan customers can
subscribe one of the optional tariff plans (YT market trend). SMS optional plans tend
to increase usage significant (MOU) and increase SMS ARPU a bit (lower unit price
due to free and discounted SMS).
 To design and about 2 postpaid and 2 or 3 prepaid tariff plans at right time in 2007 to
acquire more and more subscribers, considering off-peak/peak timing, SMS and data
issues.
4. To investigate and design a complete optional data tariff plans to fit habit usage and
behaviors.
 To design and launch data tariff plans (WAP) considering the market response after
promotion period.
 To design and launch data tariff plan (mobile internet) considering the market
response after promotion period.
 To consider launching breakthrough data tariff plans when re-launching EVDO
services early 2007.
6/16

III. Communication Direction
 The objective of the communication task is to achieve the marketing
objectives/targets through directly communicating the back-up benefits and building
the YT image.
 The tone and mood of all communications will be for the core target of YT. For some
cases, it will depend on the item communications from time to time for effectiveness.
1. Back-up benefits communication line
 Renovated tariff plans
Tariff
 New tariff plans/ Charge level
Why S-Fone
fits you! One umbrella
 New product packages theme of the
Product
 New VAS/ New handsets image
campaign
 Voice/SMS packages High time to
Sale promotion subscriber
 Data & combined packages S-Fone!
2. Image Communication line
 To tell target audience that S-Fone is for you (or S-Fone fits you)
under an umbrella theme of the image over a period like “Smile”
for all back-up benefits communications.
 The image shall be build based on an Integrated Marketing
Communication plan to show the S-Fone 2007 image, which is
literally exposed through the tariff-focused strategy.
YT Image  Benefits: Suitable tariff & VAS
 Personality: Cool and Active
 Value: Free, Entertain and Pride (more on EVDO)
 Particularly, a focus on WOM (word-of-mouth) channel shall be
deployed at best in which online/internet activation, events and
activation zones with the adoption of physical and virtual zones are
key examples.
 Live TV, VOD/MOD: YT market as target audience (directional
communication: YT image building).
 Mobile Internet: Businessman as target audience (directional
communication: direct sale approach/niche marketing).
 EVDO is for differentiation and data revenue increment. EVDO re-
EVDO launch in 1Q/2007 helps keep the first mover advantage and
(S-Fone prepare for lone-term positioning.
Excite)  EVDO helps enhance the S-Fone equity by accumulating a better
image of S-Fone on the target audience.
 EVDO helps encourage the YT market to have more reasons to
subscribe S-Fone as the EVDO, based on CDMA technology,
makes the YT trendy and proud.
7/16

3. Communication Channels Direction (IMC)
 Ensure proper and effective media (SOS/SOV)
TV  Media booking package beside normal booking
 Airing on both key and provincial TV stations
 Effective booking to announce the message
Print  Exploiting content page for advertising
 Effectively support VAS/CS/handset advertising
Above the line
 More radio & cinema advertising
Radio/Cinema  Yearly contract with radio stations
 Yearly contract with cinema boxes
 Yearly contract with big name websites
Online/Internet  Yearly contract with online activation
 More interaction with YT market
 Game shows on VTV and/or HTV
TV Sponsor  More interaction with YT market
 Exposure of logo as much as possible
News &  News/magazine sponsor - selected programs
Magazines
Sponsor  More interaction with YT market
Below the line
 Yearly contract with an Activation agency
Activation &  Coordinate between Ads & PR events
Events
 Physical & virtual zones building & running
 S-Fone symbols at key cities
 Extend current outdoor location (6-month)
OOH
 More outdoor location key cities & provinces
 Other innovative & effective OOH vehicles
 More creative design to YT market
POSM/VMD  A full set of VMD (flexible/open design)
 A clear strategy setting for POSM/VMD
 More advertorials/news/TV features
TV/News &
PR advertorials &  Message to be consistent with Marketing’s
Events
 Planned events combined with Marketing’s
8/16

PART B – SALE MODULE
Based on the marketing targets, the handset quantity is expected to import is 1,200,000 pieces
for 2007.
I. Sales Distribution Direction
1. CDMA handset business
 Although the burden of finance, the CDMA Operator can not avoid to supply the
CDMA handsets to the market, can not avoid to subsidy (by some method, anyway)
because the price CDMA handset is almost higher than GSM handset.
 To reach the stage of the opening HS supplement to the market, S-Fone needs to
cooperate and support the Distributors, creates the high and attractive profits
compare with distribution of the GSM handsets for creating the premises and
attractive the Business Distributors to take part in importing and distribution CDMA
handsets.
 Implementing by period:
 1st step: continue make 3-party contract between S-Fone - Handset Maker-
Distributors in order to cooperate and support each other in distribution of CDMA
handsets to the market.
 Next step: Distributors will positive to import directly from the HS Maker
according to agreement plan, implement the program of encourage sales,
promotion for the consumers, advertising with supporting from HS Maker.
2. Strategy on distribution
 End-user HS price
 Basing on landing cost including CIP, import tax and import fees.
 Selling price should be covered for incentive, bonus of distribution (by increasing
selling price or supporting by H/S maker)
 Selling price should really attractive and minimized the entry-barrier of potential
subscribers.
Note: For old model that imported in 2006, it should be revised selling price at the
beginning of 2006 in order to push sale and reducing stock inventory, collect back
money for new model importation.
 Subsidy for handset by AIR-TIME
 Attach SIM pack with handset (Package sales) with the amount in SIM kit can be
compensated a part of the initial expense for buying CDMA handset.
 Give more airtime by additional amount in account of subscribers when real
using, this amount have to limit some feature and divide by some months.
 Subsidy for handset by AIR-TIME
 With the create the profits from distributing CDMA handsets, S-Fone makes the
Distributors cooperate with a distribution contract about S-Fone SIM correlative,
from that ensure the market distribute stably and get the expected target.
3. Roles in S-Fone distribution channel
 Role of Distributors
9/16

 Concentrate to distribute S-Fone’s products with large quantity (including HS &
SIM) through both channel: S-Fone’s agencies and all current Mobilephone
Retailers shops in nationwide channel.
 Role of DS & Agencies
 Directly implement customer service for S-Fone’s customers, or as S-Fone’s
proxy. Promote retail sales, real sale to end-user all S-Fone’s products.
 Role of Retailers
 Promote retail sales, real sale to end-user all S-Fone’s products by supporting
from S-Fone’s Retailer encourage program.
II. Sales Promotion Direction
1. Mega promotion
 3 programs (Mar~Apr, Jul~Aug, 15-Oct ~ 15-Dec) for 2 months period/promotion.
 “Crazy”, extremely attractive prize for winner.
2. Regular promotion
 More amount in account for new subscription, 50% for initial and 50% dividing by
some months.
 More amount whenever subscribers recharge.
3. Promotion for current subs
 Bonus for high call charge using: accumulate point with certain prize when achieve
specific stipulated points.
 Co-ordinate with VAS to build-up game or programs for VAS users: encourage user
to join game and spend more charge on VAS business.
PART C – CHANNEL MODULE
Basing on Marketing Direction in 2007 & current status of Distribution Channel, the channel
structure 2007 is going to develop into 2 options.
Channel POP 2006 2007
Customer Service Center (DS) 07 43
SES 100 180
VAB & VAA 280 430
Retailer (merchandizing) 500
I. Option 1 “ Using excusive-distributor policy”
Divide agency into 2 types: (1) Handset Distributor; and (2) RUIM & R/C distributor.
1. Handset Distributor
 Each distributor will specialize in each brand to build the strong corporation between
maker, operator and distributor. At the beginning, SF will support agency in lining up,
negotiating with maker and testing handsets. After that, SF will play a role as an
advisor to agency in lining up and testing handset
10/16

2. RUIM & R/C Distributor
 For (1) avoiding the conflict between distributors vs agencies; (2) improve quality of
retailer-cover activities
 SF will separate the market into 50 – 64 areas. Each distributor will exclusively
distribute S-Fone products in that area.
 After that, SF will increase quality and reduce the quantity of exclusive distributor
basing on the SF criteria (sales, new development subscriber, new retailer, visibility
cover, etc.)
 Commitment from exclusive distribution: PO; HR; retailer cover (including knowledge
on S-Fone, VMD)
 Support from S-Telecom:
 Salary sharing for distributor’s salesmen (percentage and quantity will be
discussed)
 POSM and VMD for retailer merchandizing.
II. Option 2: Improving the current channel structure
1. Keep current channel structure. However, in big cities/provinces, SF will upgrade good
SES to distributor or change normal SES to VAC (agency with Customer care function).
2. Increasing the quantity of direct shop in SF channel structure.
3. More focus on rural district, small provinces/cities.
PART D – CUSTOMER SERVICE MODULE
Items Key Value Description
Process  Visual Process Communication
simplification  Web Process Accessibility
 Develop Reply & Feedback Management
System
Reply & Feedback  Call Center Accessibility
Sufficiency  Improve Customer/Agency Consult/Support
Customer Service Quality
 Service/Product Quality Control
 Standardize Customer Service:
Shop Appearance: Uniform, Shop
Friendly Reception
Communication Improving S-Fone Qualification Test and
CS Training
 Clear Information
 Retention Program/Strategy: Mileage
Long-life Benefit Program
Customer Care  Objected Customer Care
Compensation for
 Network / Service Problem Solving
Service Quality
Warranty  Billing Accurately
11/16

PART E – IRM MODULE
I. IRM DIRECTION
1. Voice service
 Improving voice roaming traffics/ amount of roamers from current partners (By more
marketing activities in cooperation with roaming partners/ tourist agents; reducing
voice airtime-charge case-by-case…)
 Deploying more roaming contracts with new roaming partners – focus on major
partners like SprintNextel (US)/ VZW (US)/ China Unicom (China)/ Reliance (India)/
TelUs (Canada)/ BellMobility (Canada)…
2. SMS service
 Quickly deploy SMS-MO service for both of Inbound & Outbound roamers. This will
be one of certain roaming revenue resource of S-Fone and customers’ roaming
demand.
3. Data service
 Quickly deploy Data roaming service for both of Inbound & Outbound roamers. This
is customers’ roaming demands now especially from big roaming partners (Japan,
US markets) and will contribute to our roaming revenue resource too. This is also
suitable for general standard of the world and CDG group.
4. GSM roaming service
 S-Fone outbound roamers also have demands to use roaming service in GSM’s
countries. This may not contribute much to our roaming revenue, however it has
certain amount and its own market – Be mainly focused to Europian GSM
countries.
II. ACTION PLAN
1. Do closed contacts to major/potential roaming partners (Following list of CDG’s
members/ Attending IRT-meetings/ Int’l conventions/Getting information from other
partners…) and prove ourselves with the actual development of 2006 and future plan in
2007of S-Fone.
2. Push up the investment process from NW/ IT for deploying SMS-MO/ Data roaming
services a.s.a.p. or satisfying the customers’ needs and maintaining S-Fone’s position in
the roaming market of 2007.
3. Being flexible & reasonable in roaming tariffs/ service charges for approaching/ attracting
Inbound/ Outbound roamers/ carriers (case-by-case).
4. Setting up the boosts support the Customers Care service (Inbound/Outbound) at Int’l
Airports, Direct-Shops.
5. Qualifying RUIMs/ handsets/ OTA services for more roaming supports.
12/16

PART F – VAS MODULE
Based on the marketing targets and in order to be the leader in the Mobile Communication
market, S-Fone is to improve on the quality of the services as well as reinforce the VAS
products. Therefore, VAS Orientation in 2007 will aim to such three objectives of (1) Upgrading
the content services available to attract a great of customers and exploit the revenue from these
services (2) Providing new VAS products to catch up the competitors; and (3) Making the
differentiation from other carriers by launching new & original VAS products.
I. VAS Direction
Target
Service Service Target
Description Duration launching
type Name subs
date
- IOD service on UTK
- Phonebook backup service
- Update PRL for International Roaming
OTA based service
- Customer management for promotion
100,000 05 month Aug-07
services
event
- Easy to deploy VAS service in R-UIM in
future
- S-Fone connects with all CPs with the
CP connect specific schedule of time, CP quantity
Monthly
SMS Enable S-Fone subs to send SMS to a
based service number code for:
Service - Payment of mobile phone fee, fixed
Mobile
telephone fee, water fee, electricity fee, etc. 100,000 03 month Apr-07
banking - Looking up information on banking account
- Transferring money
- Shopping/online shopping
- Registering/ Cancelling VAS products/tariff
packages via SMS
- Charging ColorRing content
Voting - Providing prediction, voting, information 100,000 04 months Apr-07
query services
- Creating the background for providing
game show of S-Fone
Ring - Upgrading ColorRing system capacity
Diversify - Sending colorRing as a gift
back tone
ColorRing - Copy colorRing 05 month Jul-07
(upgrade - Time based/group based colorRing
services
system) - Caller ID based colorRing
News - Upgrading & diversifying content Monthly
Ringtone - Upgrading & diversifying content Monthly
WAP
service Karaoke - Upgrading & diversifying content Monthly
(renew
service) Picture - Upgrading & diversifying content Monthly
Game &
- Upgrading & diversifying content Monthly
Application
13/16

VOD - Upgrading & diversifying content Monthly
MOD - Upgrading & diversifying content Monthly
Renew Renew
- Renew Web portal Monthly
W- portal Webportal
Mobile
Mobile - S-Fone subs chat with Yahoo, MSN subs
Messeng with low cost, by accessing SWAP
100,000 05 month Jun-07
Messenger
er
- Enable S-Fone subscriber to top up
Top up Topup another Sfone subscirber account out of 100,000 05 month Jun-07
money via a SMS
- Support for many kinds of model handset
from low tier to high tier
BREW BREW - Brew market is wider than WIPI market.
based based Thus there are more CP 100,000 05 month May-07
service service => Enable S-Fone subs to download games,
music, movie, Image, Karaoke, etc.
=> Application for providing Communication
MMS - Enable S-Fone subs to send multimedia
MMS message of sound, video, image, file
50,000 05 month Aug-07
service
- Concurrent Multiple Service such as Semi-
CMS CMS video phone, Photo sending and Text Chat 50,000 05 month Aug-07
while voice call
II. VAS ROADMAP 2007
VAS
Project Duration 1 2 3 4 5 6 7 8 9 10 11 12
Target
Upgrading content for:
VOD/MOD, SWAP, ColorRing
Monthly x x x x x x x x X x x x
Renew Web portal Monthly x x x x x x x x X x x x
Revenue
ColorRing 5 months x
IOD (CP connect) Monthly x x x x x x x x X x x x
Mobile Messenger 5 months x
MMS 5 months x
Catch up
Top-up 5 months x `
Voting 4 months x
OTA based service 6 months x
CMS 5 months x
WAP & WEB converged
Differentia- X
service
tion
Mobile Banking 3 months x
Brew based service 5 months x
14/16

PART G – MOBILE DEVICE MODULE
1. Based on marketing direction of SFone, MD proposes 3 options above of which the option 1
is the most feasible that we can reach in 2007 as we aimed at young customers as 2006.
The 3rd one is very ambitious that requires us to deal with many obstacles in mid tier.
However, it can help to increase revenue of 2007 as the value of this segment takes more
weight ratio.
2. In details, MD targets at 2 or 3 models of high tier with functions of VOD and by the way
introduces our high tech service to the segment – young but high income. Around 7 models
will be in mid tier also targeted at young consumers with functions of models – mainly bar
type like MP3, Radio, VGA Cam…
3. Low tier will be the main stream of 2007 as we will deal with around 11 models targeted at
young users with BCDE class.
4. Supply strategy in 2007 will be focused on famous handset brand names such as SS, LG,
MOT. We will deeply cooperate with these vendors in 2007. However, whenever NOKIA
continue making CDMA handsets, we might restructure the mechanism of which Nokia can
take 20% as its favorite in customer mind. Other Chinese vendors will be located in our
current authorized distributors. From that situation, they can free from dealing with such
vendors to create diversity in style and price in the market. S-Fone will only pay attention to
our strategic partners with good brand awareness
5. As we are waiting development of related departments like BREW…, such services
integrated in models will be based on our operation in 2007. This will need our good
cooperation from Network, VAS Dept….
QUANTITY ('000 UNITS)
RANGE CIP 2007
Real Sub 1.048
H/S
1st 2nd 3rd 1257.6
Requirement
300 1% 1% 2% 3,773 3,773 7,546
HIGH
200 4% 4% 4% 10,061 10,061 10,061
150 7% 5% 9% 13,205 9,432 16,978
MID
110 10% 10% 15% 13,834 13,834 20,750
80 13% 30% 40% 13,079 30,182 40,243
LOW 60 25% 25% 20% 18,864 18,864 15,091
50 40% 25% 10% 25,152 15,720 6,288
100% 100% 100% 97,967 101,866 116,957
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TENTATIVE HANDSET ROADMAP 2007
Legacy Q1, 2007 Q2, 2007 Q3, 2007 Q4, 2006
Tier
Models Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
SSE F363 SSE
High Tier 1.3M Cam VOD 3
EV-DO/VOD LG or Moto
($200 ~) DVB-H
VOD 2
- 4 Models LG-KG90C
1.3M Cam SSE
Slim Slide VOD 1
VK-210C SSE
Color Mega 1
1.3M Cam
W/o R-UIM
Moto
Mid-Tier LG-SD820 LG T1 Mid 2
($100~ $200) MP3 Moto 1.3Mega
- 7 Models VGA Cam Pebble Bar
Bar VGA Cam SSE S259
Kyocera Folder
VGA Cam
KZ-F520 FM Radio SSE
MP3 MP3, Micro SD VGA 3
Bar Color Bar
LG Moto
SD126 LG-SD178 Moto CA
Greenbay
Dual LCD Dual Folder VGA Cam.
Folder Slim Folder VGA Cam SSE
SSE Low Mid
SSE
SCH-S139 S239
Low Tier Color Color
Bar Slim Bar
(~$100) SSE
- 11 Models Moto S219
W210 Color
Color Bar Moto
FM Radio Maracay
Moto
Color Bar SSE
Kyocera Motofone LG-SD3100
B/W Bar LG FM Radio Entry
KZ-830 Color Bar
Ultra Low Color Color
Color FM Radio
Bar
Folder
Models 9 Models 6 Models 6 Models 5 Models 3 Models
(End of Marketing Plan 2007)
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