1. 12 : 3Ê 1?::',] , TELE l'ir-:i laDc :. À. -1511.117:Ë,5Ê;4 1,: É
Porlusal
TELECHAMADA
INFORÍÚAïION SERVICES. THE NEW PAGING AGE
O. INTRODUCTORY NOTES
1. MARKEÍ|NG INFORMATIoN SERVICES: - Wl'lAT? WHY?
1.1. GLOBAL INDUSTRY REASONS FOR DEVELOPING INFORMATION
SERVICES (1.S.)
1,2. HIGHLIGI-ITS ON MARKET REASONS FOR DEVELOPING I.S'
1.3. BUSINES$ REASONg FOR DEVELOPING I'S.
2. THE PIONEERING EXPERIENCE OFTELECHAMADA
2.í. INFOCHAMADA: A MILESTONE FOR PAGING l'S' lN PORTUGAL
2.2. oRlÏICAL SUCCEss FACÏORA: 1.8' SELLING ITGELF AND SELLING
THE PAGING CONCEPT TO NEW USERS
3. EXPANDING I.S. AND BROADENING ITS SCOPE : -WHERETO GO?
4. CONCLUSION
Exdoidng irç Potchcld af Advanno Mêsseting ànd P.ght
ÉPPA ConlèÈrcè
NICE - FEbr96

2. i:- :-:rô l?::: , TELE P/i lAt c :i. d.
TELECHAíI|ADA
INFORMATION SERVICËS: THE NEW PAGING AGE
Paging: The Excêll€ncê m€an for llobile lnÍormaüon
E pÌoldnglha Polonçi.tl ú Advance Ma.t ging.ndPaing
Êì44 Cônlsftnct
n,CE - Fôb,eo
:1511-+17:rÊ5ã;1 2 B
Porfit''/
0. lntroductory-Notes
Alphanumerio paging saema to be the eBoence of a new leveraging effEct that will
,nhano. the absolu{e uniquenêss of paging among all - until now called - mobile
communlcaüona sYstems.
For the last Í 5 to 20 years, notification has been undêrstood as a way to allow for
establish a v€rbal communlcaüon pFooess between 2 "oommunlcators" ' Beepme
I'll call you back than?" -, ol as a mean for "triggering" a pre-establlshed action'
Urgency call for all elemênts of a íire brigade.
For a long üme paglng has been the way for notifioation - eimple beeps or coded
numeric messag"Jwãre the most colnmon onec , uscd by morc than 9O7o of the
world total paging users, Only âbout 20olo of this total is uslng alphanumeric
paging, belng the majorlty oÍ them, users in countries where paging doesn't
benchmerks long-üme lradition,
Thls contrast between large numerlc user-baee, steadily averaging lts growth
above Tolo per annum, and a tiny atphanumeric user-base growing fast, is good
food for thought. How can wê say that alphanumerio ia thê lêvêrag€ for paging in
the next coming years, when the global industry, namaly pager manufêcturêrs, iE
making their core business grow and liv€ upon massive productlon of tone-only
and númerlc pagêrs, milking their câÊh-cows on large scale and low unit coat
producüons?
The parador seems to clear up in our mindg.
But even though dlfierant markets, at a given moment, experimant totâlly diffarent
maturity stapi, allowlng the global lndustry to longìatt its íindings and
capabilÌüee, the advent of other mobilc communication teohnologies io
jeopardislng paging posttlon and lts future developmerú and applioaüon. Evan
knowing that 6ome countrles will be born for paglng wÍthin some X yeare, as
Eastern Europe, China, and Vietnam Coreia are now, !ì/hat ls happaning to paging
ln çountrles where cellular is attaining lts 2nd degrea of mafurity and becomlng
more and morE cheaper to uae? ,
lô prêclsêly in thia êroas-road, where paglng has to seek for other skills to glve
mankind great usefulness and to dlsüngulsh itself from olfier mobile
communícatlons Éystems, For eure, it g€€ms it has rêach€d ono of its long term
window of opportunlty.

3. I:ELECHA'IIADA Poútgal
What are lrìformaüon S€rvlcê8, whlch wlll lêad p€oPle to require it, buy it and Pay
it, enabllng such kind oÍ use of a paging ngtwork facllity? Why ls lhat so important
for either the SuppÍy and the Demand for Paging?
{.1 . GlobEl lnduetry Reaeone for Developing lnforrnation Servicee (1.S.)
The natural reslstance shown by paging operators on adopüng alphanumeric
messaging atandards, wlll always be a faot up to the moment where technology
allows for rsliable text proceesing without human interventlon, Ther€fors, is
numerlc paglng a longJasting buainess opportuníty alternalive, êithêr for
opsrators, €ithsr for manufacturera?
Dead-end stroet: : WeaknesseE of the actual European boominq trends
Even attached to a volcs-maí|, numeric paging has been a way to pro-establish e
one-to-on€ conversation - and morg it looks to be so, if l'm correctly interpreüng
the CPP - Consumer tltpe of use. Therefore, how hae paging became more broadly
understood?
Belng numeric, it has and alwaye will become an alternatlve device, when
compared wilh collular phone: 'Why to be bêopêd (ln thê most of the sÍtuations) to
know I must gst in (voico) touch wlth sorìëone, if I can get a mobile phone wità
me?"
Eecause it's cheaper than 'nrearing" a cellular(is it?).
Even overstating othar advantagas - batteries autonomy, belter servlce covéragê,
easier handling + portability -, despite being truths, ar€ ws or not trying to
eomehow ehade the rcality undêr whioh paging haan't yet built an not chaÍlenging
competence?
Evon taking advantage of it, how faet has becamê paglng customer bass rotatlon
due to "upgrading" to csllular?
How fast le growing customer acquisition p€r month, comparêd wlth thâ
parformance of per capita turnover per monlh? How fasl will paging stop to be
'tr€ndy" wlthin th€ youth segment, drying this source before a nèw comlng
generaüon willfind it again desirable?
Evaluaüng thê bensfits for tìe Ênd usar, the questlon to b€ answ€rèd ls: ÍHow to
explolt Íuture buoiness, ov€rcomlng thÊ wéaknêg3es of numerlo, wlthout gsttlng
into the cosüy structura of supplying alphânumerlê paging?"
Ex4dlino th6 Pot€ndd ol A*aoco Messtdng tnd Paaing
EPPA Conh{'.nèa
NlçE - Fpà88
2

4. Paging, even alphanumêric messaging based. operations, ha8 to rediecover its
.oirpãi"n". of application and thus, gain a new positioning among
Lì"J"ãã""r".üons
'(mobile
and flxed). lnstêad of only givlng peopla
-the
íiã"biriivì u.ing .,irtouch. úì€r€ver th€y are, paglng neede to gáln a new faê€
ls a toot ío allow jeople to have the lnformaüon they want, they need or they wish,
whên€ver they wani and wherever thry are. Thio percelved value will raise
reasons to pay rnore, and thus allow for more suslalned revenuc for evcry supply
perty.
TNFORMATION skllls are beyond coMMUNlcATloN skills. The acguisiti_on of
i;à;*ãú* 3k1ts, ptãc€s the whole industry in a better posiüon üo offer a
J#eremiation edgã, valuable io the market, (see 1'2), tumlng alpha paging
ãp"."uon mo." revlnue-safe End most llkely to be notchallenging by other mobile
communlcatlons.ltisân6rrortrylngtothinkonoellularremainingjustatavolce
tranamisslon syetsm - all cellular enginsBring capacities are flndíng out diverse
applicaüons fo; bêtter u6e of netwÒfk6: tfiê morg "moblls communicaüono" it can
be, it wlll ever try to bê.
paglng needs to oreata a fenoe around ita unlquê capabilities: broadcasting has lo
be-thã nourlshing ground wher€ seEds wlll Ílourlsh without running tire rleks of a
harvêstsd crop by cellular telephony:
o Dellvering the right lnformation on the rlght üme to the rlght oustomers, will
allow pallng to èreate the NEW COMPETITIVE ADVANTAGE that's miEsing'
r Glvlng th€ market the opportunity to havs the lnformaìlon it wants, it will create
the mãster-key to enlarg6 thê market potêntlal, ev6n wiÌàin cellular customers;
e Creating the ulnformation'Drivlng" comp€tenoê, paglng will generatâ room for
rnore eànomic agents ln this industry, increasing telecommunlcaüons ehar€ of
GNP through employment, capital investrnent and global development in hi-tech
buslnesses:
B€sides "being ln touch" people seem to ba eager to have something mo,E even if
they don't use lhose axìra featuras.
whioh pÊrceÍtagc of buyero of oxponaive domeatic video rêaordêrg uae those
extra capabilitieJ, whlch make it more expensive than the medíurn tearones?
whioh psrcêntag€ of Gold credlt card holders ute a slgnlÍicant part of taose
beneÍite, that are not inêludêd in tfiê services pack, ofierêd by a Prêmlum or
slandard oredit card?
ExpbËng the Pot.tìti.! ol Advânêê Masstgltlg aìd Peçing
ffiA cënlercnça
NÍCE - F.btt6
4

5. 1 t-,- '" !ê !Ì :2: ì TE L E a,'Hil,lADA ;. À :;15.ii41ï3ô5á;# 5' g
which bcnefits a businêssman mây tâkê from all the advantâgês sf íylng
Éi".rU". in
"
I hourÍlight, whlch he wouldn'l have availabÌe flying with a "normal
ückeü'?
PooploarcwllllngtoPaymonalohaveahandfuloÍmorè,èveniflh€ydon'tget
benLfits it from lJthls also true for the long term? Probably not'
That's why paging ha8 to ofrEr much mor€ than a corwenienc€: it has to offer more
real addeï vaìuJ benefits to ênsurê happy long lasting customers and ãttract
unêxpectêd new onês.
By lncreasing the scopa of benefits ona can take from paging, increased
awareness will be reached.
The very bottomline of this will bo an incr€aslng intêr68t for paging and an
.i.tg"ít n€w markst potentlal, wlth the advantãge that, this way, Paging wlll
creâtã a n€w p€Éormancê, not ov6rlapPing exisüng ones'
í.3, Business Reasons For Developlno l.S-
ln what concerns lnformaüon gervices as a profitable business unit, as it is
underetood by the operator and or by thê lÍÚormatlon sêrvice provldsr, some
beneÍlts must be observêd in some dsttll as follows:
as long as Ì.s, grab on spêcÌflcr$egmentêd pr€ferênces or nêsds from
cuslomers, it cán generate a proÍit priced buslness lnstead of belng a
factors -cost priced busineas;
as a long a l,S, supports its€lf on fulÍìlllng diff€r€nt lnformallon needs, ils
createsloom for different positíoning and healthy competition among
op€râtora, mainly in counhlss wherê s€veral onêg âr€ fighting for the
largest piece of the pie;
ae tong as LS, is a difrcrcntiation íactor from normal "messaglng"
buslneãs, which has been more and more jeopardised by cellular , it
must have ênough attrecüvênêss ând usgfulne68 to notJust overlap suú*l
compeüüon but to attract c6llulâr customors instoad, brlnglng then a
hlgh'pErceived user value and êxploring a significant paÉ of the mãrk6t
whlch ls already "awakened" to mobilè communications.
Understandhg l.s. a8 bêlng an lmpoÍtant loveragê to attract pêoplë, Telechamada
creatèd and launched th6 Íirst LS. in Portugal, morê prêcisely 4 months aftor
starting operaüon,
2. The Pioneering ExPerience of TeleOhamada
ExCofrnO thê Po.É.n4lêl ol Advancê Mêssãglng âhd Pêgh1
EPPA Coníerênce
NICE - Feb.â6

6. ? t: -r:1Ê 1?:: -ì j TELE.lHAflàai-A S. À. :511.11i::1ô5E; #
2.í. lnfochamada: a llitastone for Paqing !.S.jalqdugel
From Feb.l93, the lnfoChamada lnformation eervice ie broadcasted direelly írom
rêdâètors room oÍ TSF, tÍìe naüon-wlde radio broadcasting company positloned
a9 ths "radio-newspapê/'. The most important headlinee and brieÍs are being sent
ln a 30 mlnute (max.) lntêrval to €v€ry alphanumeric customêr, ln a monthly fâre
base,
This approach to l.S. wâs bullt upon a non spêcltlc market segmentation and,
thus, giving g€neric lnformation on naüonal, int€mãtiônal, êconomy and sport
news ae wãll as cultural/sntèÈâinment augg€süons in some citìee all over the
country, results from lottery games, wêather report, closlng (average) exchange
rat€s and train timetables.
Bayond text and Íìgures, built up in long messages - around 34 words ''
customers and potential users are discovering the "new outstanding" features that
a "beEpe/' could give them, other than simple notitication.
Unked to the enormous guccÊss reached ând the high quality standard
recognltion the broadcastlng radio statlon TSF had been awarded by the public,
the lnfoOhamada servlce has bèsn s€en very oíten as "the reason" for someone to
huy a pagerlrorn Teleohamada,
2.2. A Sfitjsal.Succqee Faotor: l.S. sellilq itself
ãnd sêlliâd thè Da(tlno conceDt to nâw usèra
The remarkabl€ p€rformance oí lnfoOhamada - 7Ü/, oÍ alphanumeric servíce
customêrs Ér€ rêqulrlng to kêep the servlcê aítêr the l st month, lêad
T€lBchamada to rsinforce its presence in tho market'
TeleChamada paging services turned to be recognised by the market has the only
ones that, besides messaging, also provided News'
Even when launching consumêr oriented services, TEleOhamada decided to
carefully redesign and markel the lnfoGhamada broadcast in a more simPlc,
condensed and be$er addressed version to this new target segmenb a single
maildrop slot of a PRIVADO pagsr offÊrs the customer the most important
naüonal, international, spoÉ, weather TV and other entertalnment headlines' in a
20 to 30 mlnutes updaung as a baalc téalurê ol PRIVADIO Servlce.
The "stândarcP' InfoGhamada verEion is offered as a head - on servlce In a multl-
secìlon lnformaüon package, coverlng 9 baslc subJecte by a monthly Íare oÍ ESC:
5OO,OO (about 2 GBPTl6FRF/3,3USD)- This fare, comParês with the arnount pald for
dâily nêwepepêrs (ESC: '120,0O each), whlch turns lnfoChamada easily affordable.
ExploltuAtha PoLnd',l ol A&tnca MdEadog dnd Prglnq
EPPA Con/ ãDai
NtÇE - Fobna
6

7. Basioally, people ílnd a general lnformaüon Service an interesting and us€firl
feature,-úaiue io" -one1r ln the case of lnfoghamada, and an unexpected feature
for a paging eervice.
Supported by TSF broadcast staüon and Teleohamada, it has been the benchmark
for paglng l.S. ln PoÉugal.
General lnformaüon is here to stay but ls lt enough?
What êxtent shall l.S, develop in ordêr to be a long lasüng opportunlty for paglng
operatore? la ther€ â markât poìêntlal for hlgh Profit l.s.? llow to evaluale needs
and preferences, to meet adequat€ affrwers and to conÍigur€ têchnical and
commêrcial offere?-
All these arise when thinkÌng on develop l.s, . Difrerent eegnrents have different
needa, conscious or non-conscious yet. When becoming conscious' the mors
valuable to someone lnÍormatlon can bè, the morê one is willing to Pay to gêt lt' up
to a certain limlt.
Whether developed by the operator or by an lníormation suppller, recognislng
market neêds and opportuniüêe mual be done through market analysis'
Reading reality {rom other countries and applylng lt can be a risk, aa long at
oulturaiand market maturity levela are diffarent countrlt: A suooess mây bs tfiê
country B.lop" and vlco-veraa, only evaluating prsferences and local lnformatlon
demand patterns, market sêgmenÌatlon ls posslble to tïnd out what and how.
lnÍormation shall bs offsrcd and at whât price levels. ldeally, each one of us would
llkê to have hls own sêlected lníormatlon source'
Whatevor economio agents in the suppty side may Íind analysing thêir local
market, niehe-segments may be very profltable, and longJasting users a realitlt
showing low churn rates,
An lnterestlng example of nlohe targeted l.S', evan though built upon a etandard
wired "desktop" seryic€, is MiniRêuters financial servicês. Addresslng to speciíc
needs, it ofiere a highly valuable lnformatlon, wlth thê mobilif advantagê. This
examÉle shows how óeveral têchnical efforts combined, allow for turning a market
segmerú, even lf ite a nlohe, into a profitable business for all players, starting by
thã cuslomâr-
Th€ balancê among the glze of the group, the amounts charged, thê physicâl
aÍïordabllity ând lte dêgras of s€looüon/change among s€v€ral kinde of
lníormatlon, shall glve the core succeas factors where ttre global paging induetry
oughtto betfor, ií paging has to become a lasüng reality with a steadily growth for
the next years.
ÉÉohihg thê Pôtêndd ôÍ Aó'/âncâ MâsaeíinE and P4ing
E?PA C,d.hfêÊ,'iÊ
NICE - Febr96
7

8. ilEL!a Hd lqt c l. â. 35Ì 1417:l  53 ; # A.: g
Even in eonzumer orlented projeots, the industry wlll havg to Íind domaine wharE
this strâtêgy can succeesfully be applied.
Being natlonal football teamg ths owners oÍ some of the strongest local "brande"
all thle adherents, íane and "tifosi" are excellent examples of coneumer market
segmenis, where loyalty, consistency and long. lastlng preferenoes are
exferienced,, The quEsüon ls than: "- How to allow those "consumers" to bêüer
saúsfy their thlrst of what'e about wilh th€ir sports têam?
stafing thls vision for the futurê, Telechamada has been building new paths where
such s-cenarlos arê bêcoming reality. Trying to mêêt those passioned axpectations
Tel€chamada has just created speciílc l.s. which allow those fans to be iníormed
',on re epot' about each one of the 3 most popular PoÍtugu€se footËâll t6em8:
Benfica, Porto and Sporüng.
Mark€t according to brands balânee, êach football team Packagê l* physlcally
íacing every conaumsr on shelf and window'shoP spacê8, linked with
TeleOhamada's PRIVADO brand-
Besidas package and pager visual, each epecific l.S. is supplied to every spêcific
ouetomer, letting him know about the n€ws Írom hle specific team, every 20 min.
cn top oí the condensEd vErsion of lnfoOhamada servlcs.
4. Concluaion
The purpose of this "pape/', is to be a etimulus to ihe sEvsral players attending
lhlÊ êôníêrênc6.
Paging is Íighüng íor Íür survival in an way thal has never reached euch dapth.
The blg change must lnvolvo all players ln th€ supply sld€, conc6ntratlng efforte in
íindings which allow to develop a new compatiüve advantage. lnformaüon
Servlées arê, by lts very nature, a great window of opportunity, since it ís based
upon â têchnology competence that apP6ârs to be exclusive oÍ paging.
Protecting and using it profitably and in all lts potentlalitles, beyond being a smaÉ
mwe, is an obligaüon, conslderlng our global responsibilitiês to our individual
and collective missions.
TELECHAMADA
HELDER A.MARTINS
Markeüng Dirèctor
Ex{olúrg the Pottnúl ol Aóvdnc. Mtse'l'g tid Prglig
EPPA Confa/aíraa
NICE - F.hJ96
I

9. d@o ) furopean Pubtic Paging Associafion
presents
Exploiting the potential of
Advanced lvl essagi ng
and Paging
lncreasing usage by adding new information servÍces over paging
networks and by profitably targeting new products and tariffs to
busrness and consumer segments
At the Hôtel le Méridien, Nice, France 19th and 20th February 1996
sponsored by:
o advanced approaches to increase the awareness of paging to all customer
groups with aceurate and effective marketing and tariffing strategies
o how to maximise the revenues of an alphanumeric CPF service
o how to profitably offer an e-mail messaging service
o the future of paging in the face of competition Írom other technologies in the
messaging market
'o
determine which strategy for offering information services best suits your
organisation
o identify the information services to offer to all the different customer segments
o evaluate how to meet the mass market's changing information needs with
interest specific information services
. overcome the technical challenge oÍ offering continuously changing and
flexible information services
o discover the potential of boosting awareness and the value of paging by
developing ties with 3rd parties
ERTCSSON , llenattre @ noro*o,tl.

10. 13.30 RegistraÌ on and coffee
Opening of the conference:
Jacques N. Couvas
Chaìrman af EPPA
Chairman: Joseph Moore
Baatd Dìrcctor EPPA
Dìtectar of Strategtc BusÌness
DevelÒpment
MOTOROLA GMBH
14.00 Marketing & tariffing paging to
increase usage in consumer &
business sêgments and compeÌe
eÍfectively with alternative
technologies
aoe(o1 rqlne dgeol poo malc
moblle" by offerÌng serv ces that add
value to paging over cellular
. balanc ng the need Íor mor-.
sophisÌ cated services wlth the need to
remain price compet tive with mob e
te ephonv
. successfu ly migrat ng customers Íror.r
numeric to a phanUmeric: pr cing
a phanumeric for short- and long-lerm
proft
a assess ng the case for subsidis ng
paging un ts
. írorn spec alised bleepers to a mass
market comrnunication device
strategies for changing the image and
postioning of pag ng
. targeting ex sting mobies users to exp olt
the cost advantaqes oÍ roaminq w th
pagers
a developing and cornmunicating proftab e
tar fÍing packages Íor a customer
segments to maxirn se growth and
Tn n mise customer conÍusion
John Garrett
Paging Business Managet
BT MOBILE
14.40 lncreasing the revenuê from CPP and
minimising the risk oÍ switching from
subscription to usage-based revenue -
how to combine alphanumeric and
CPP
. determining a straÌegy to proraote usage
Íor 1e sJbs rb- or .rlpl rr r..ìê ,
CPP: - efíective y n'ìarket ng and
co.^n_L ì cdll g rl êvJlL-o'tl_eseniue
. quantify ng the ong-tenn revenue
earn ng potentia of otfering an
a phanumeric CPP serv ce
a est rnating the growth of the serv ce to
deterrn ne when to guaranÌee profits
. conirol ng and st rnu aÌing trafí c by
address ng the needs of the ca ing and
the called parties
. ba ancino the need to rernain pnce
competit ve with the need to ensure
revenue growth
a towards a segmentat on oÍ CPP
customers: identify ng customers that are
ìke y to have hlgh usage and those ihai
are lÌkely io churn
JêÍome Gueugnier
Marketing Directar
TOR
15.20 Afternoon coffee and tea
15.40 SuccessÍully offering an e-mail
messaging sysÌem that avoids network
congestion
. contro ing access to the service by
Ìargeting particular customer segments
. opri'n s ìg calr 'e. êr rês d ìd "ì 1 - s r g
network congestion by se ecting the
optima tarff structure: choos ng fromi
per rnessage bas s
- per characÌer basis
sr.rbscr Pt on basis
a understandlng the revenue, cost and
rômbê h p n-pli .lor c ío -es:dgi q
operators link ng with e mail providers
a anaysinq the cost benefts that Ìhe
add tiona capaciÌy of ERMES represents
for e-maiÌ messaging
a analysing technica deve opments of
rressag ng technolog es to evalLrate the
sustalnab ity oÍ the re ative merts of
paging
penetration
- eÍíectiveness
battery liíe
ca screening
Anthony Vimal
P!aouct Md ^,,nq L/lordgq. Pdo 1a
HUTCHISON TELECOM
16.20 The challenges and opportunities Íor
paging operators to competê with
alternative technologies in the e-mail
messagìng market
. weigh ng up the re ative merits and
assessing the kely progress Íor e mail
providers oí pag ng and SN4S
. quanÌÍying the benefts io both part es:
low ca1-l_is boo.l rb . 'ipro .
awareness and service evels and cross
sellng opportun t es?
a analysing technica developrnenÌs of
pag ng, SN,4S and mob e data to evalLrate
the susta nability oÍ the re ative mer ts of
paging
- higher penetraììon
cost effectrveness
- onger battery life
ca lscreen ng iac ty
a assess ng the corìplefientary
'êau 'sl p be- ee'ì SVS d d pdg ìg
increas ng awareness of ihe va ue oÍ
cost-eÍÍective rnessag ng
a eva uat ng the valLre to pad cu ar
custoTner segments oí hav ng rnobie
e mai units
. eva uating the value to the custoaner oÍ
otfering a f ltering opt on, to a ow íor the
screen ng oí rnessages
Candace Johnson
Baatd Directar
EUROPE ONLINE
Tony Shârpê
Paging Business Aianager
PHILIPS TELECOM _
PBIVATE MOBILE RADIO
17.20 End of day 1
Cacktail Pafty offered by ÊRtCSSON ,
Dinner & evening enteftainment at
Casino Ruhl offered by
Ct"nagre ana _.^,^t€l
why is it that in Euiope, the percenÌâgê oÍ pêople
with pâgêÍs is lêss than 1yo whereas in the US it
is aÍound 8% and in Asia a staggering 25olo? A I
those we have spoken io ìn the paging industry have
said Ìhe reason for this low rate oÍ usage is that in
Europe there is a ack oÍ awâreÍtess about the
usefurness dr a value lh.l odq 1q can offe'.
lnnovative marketing and laiÍfing to the mâss
mârkel is onê way to generate awareness. The
Caling Pady Pays (CPP)ìariff, first launched by Têla
Mobite on a numeric serv ce worked exceptiona ly
we I in ncreasing usage, buì Ìo offer an alpha
nuTner c service on a CPP tarff has yet to be
e^plo ed bv rÍost ope d-o's. lleFre_, l'pagi'ìg
operator, TDR, and BT Mobile hâve erììbarked on
this CPP a phanumeric servce. They wil be able to
inforrn you aboui how they Íormed a strategy to
overcome the worry that rnost operators have about
usage based revenue as opposed Ìo subscription
based revenues. Dlscover how to sÌimulate call rates
by effective custorner segmentat on and, w th finely
tuned taiff packages, how Ìo remain competttive
and maxrmise revenues.
ls ê-mail messaging a realistic way oÍ stimulating
awareness of the value oÍ paging? Hear how
opô arorsd ê
^o ^r
g lowdros o"er:ng Ìl se'vl.e
seLectively but at the same 1 nìe avo d ng thê
prob erns that have been assoc ated with ihrs
service; ihat oÍ network congestion. You w ll
drscoêr aow boÌf e ^rè l prov dêrs .nd
manLrÍacturers see the nìessag ng market evolving.
Meeting the inÍormation needs oÍ business and
private users has been the Íocus oÍ EPPAs
Advanced Messaging Wo.king Group. The abilty
to not on y send rnessages to ind vìduals but to a
who e range oÍ people instanlaneously oflers an
excit ng opportun ty Íor pag ng operators. ÌdentÍy
inÍorrnation that users require mmediaie y, se l
pag ng units on the back oí their abiliÌy to rneei
these infornìation needs and pag ng will be ab e Ìo
redeÍine itsêÍ as an essentia too for those lhat need
critical inÍormation the moment it becomes
ava able. De egates will eave with deta led
iníorÍnation and advice on how lo tâckle each of ìhe
Ìhree key slages: eslabltshing a Íramewarkfot
oÍÍ,.ring service, ldentlfyìng fhe ìnformation IhaI
particular customer segments wil pay for ancl
overcomìng the technlcal chal/enge of offer ng ihese
servÌces eÍÍÌc entlv and profltably.
lÍ you. Íike other operators acÍoss Europe, are
keen to discover exactly how real these
opportunities are, you will Íind the answers at
this conÍerence. Dec de how you mighÌ oÍÍer ìhese
seru ces, by hear ng how these services can be
01ê êo. e ecl'amad". Po1.9ê . dr- o"ênro
nÍormat on services which they themse ves collate
and market, other operators allow the "pipeline" oÍ
U-Ê r ìeÌurorl lo bê us"d by Ìh, d partv se vice
providers whose core competence rests with
dentify ng nformation services wh ch pariicu ar
cr-rstomeT qToups are ,!i lnq to pay foL Make an
informed decision based on the experrences of
those profess onals that have been there already.
What ìnÍormation can be offered that will actually
add value to pager users? Financial informat on
has been offered to users for a wh le but for
i_'or^ rlro ì senrLe lo íea y oêv-loo over oéqirg
networks. addllloral sevices wll need ta be affered
to ather user graups. A cha ienge especially when
this infonnation can be acquired by other sources
but we have brought together the people who w li be
able io te I you exactly how 10 rneet ihe part cu ar
nformat on requirements oÍ al the dÌÍÍerent
customer segments. Disôover how to proÍitably o{Íer
nÍormat on services to the mass rnarkeì and 10 the
var ous user qroups in the business market.
How can these inÍormation services be oÍÍêred
whên usêrs may wanl to change the ìnÍoÍmation
servicês they receive and can we devise â way
ÍoÍ useÍs to apply this inÍormation with Ìheir
organiseF and lap-tops? What we have been
repeated y told is that there needs to be consensus
belween operators and manufactureis so that
comp cated issues, lÌke over ihe a r programmlng of
paging uniis, can become universa and
standardised to allow Íor the increased awareness of
these services. Allthese issLres w ll be addressed at

11. Chairman: Jacques N. Couvas
Chairman of EPPA
Vice Prcsìdent, EurÒpe
MTEL INTERNATIONAL
09.00 Assessing how paging can reposition
itselÍ to exploit the broadcasting
potêntial oÍ a mobile media
a understanding the marketing opportun t es
oÍ be ng able to broadcast from point to
rnu ti point over pag ng networks
. posit on ng pag ng alongs de oÌher
broadcastinq media to deterTn ne where
the oppoÌlunities e wÌ1h offering
information servicest exp oiting the unique
advanÌages oÍ paging
a deterrn n ng whether operators should
provide a plaÌíorm Ìo other nÍormation
po.id--o $l-ôlê looiô'tl êi o!!ì
nfoTmaÌ on serv ces
network operaior rnarkeiing nforrnat on
-.1i. êq Ìo d íerenlta.e Lne T re^ Le
seTvice / conÌent pTovider markets the
product us ng the network operators
"pipe ne"
Christian Bosse
Markeling Dìrectar
MINIRUF
09.20 Differêntiating paging from cêllulâr
opêÍations: adding value to paging by
bÍoadening the scopê oÍ use by offêÍing
inÍormation servíces
. dentiíy ng the prcrng and markeÌ ng
chalenges ihat ofÍering different
i.fo,rà.to1 ô1r, êq rêprê.ê1 or pâq 1q
operators: gaining maximum cornpetit ve
ddvd rldg- -r ro rqh ÌLro ÌorÍÌd_,o,
"window oÍ oppodun ty
a evaluating the merits of various slrategies
oi olìering nforrìat on serv ces:
bund ng or seiling an add on setuice?
a frorn concept to n'ìarketing inforrnat on
services to var ous cLtstomeT segments:
examining the nature, content and des gn
ol oflerrng inforrnation services to
business and consumer rnarkeÌ segments
a market ng to bus ness users: custorn s ng
nlormaÌ orì serv ces Ìo fit the niche
req! remenls
. dentify ng the crtica success factors oÍ
offer ng inÍorrnation services to
consumeTS nforTnat on serv ces destined
to be winners
Helder Martins
Matuetìng Dtrector
TELECHAMADA
I0.00 Fulfilling the need Íor tailored
inÍormalion servicês: a servicê
provider's strategy for crêaling,
marketing and selling inÍormation
services over a paging network
a rnatching particular nfonÌìation serv ces to
paÌ1cu ar raarket segments identiíying a
n che serv ce for every markei segment
a OL.t q o ìô -. o ' dpJul
translating níormaÌ on to short,
understandab e and transm ttable
messages
. ÌarifÍing according Ìo the particular va ue oí
each seru ce Í nd ng a profrtable medium
bet!,,,een the network and the cLrstomer
. O_e 40 J pdr r'Opêo_ .ô1i, ô Ììar'r'-g
the core compeÌenc es oí nÍorrnat on
service prov ders with the needs oÍ all
European paging operators
Jean-Christophê Caìllait
Marketing Director
STRATAS
10.40 l,4orning tea and cofÍeê
1 1.00lnformation content: identifying the
information services that will increase
call rates and add value to paging
a rnatch ng new information seru ces to
d ÍÍerent cusiorner needs
. seqmentinq the rnarket base to det-orm ne
the merts ând va uê of varÌous nÍorrnation
serv ces
í nanc al services
- weather and sport updates
innovat ve and speclal inÌeresÌ so ut ons
. which inforrnation w I be noÌ on y
aÌÌract ve bLrt a ìJsage mot vator lor each
custorner group?
a a ocat na costs w th the prov s on of
nformât on serv ces to deterrnine the
oprim,n_ pr' i_q - d-eg, ío, lh. o to I
cLrstomer segments
Heinrich Schultê-Ebbert
Vrce ChaitÌìan. EPPA
Executive Dtrectot
DETEMOBIL
11.20 Examìning the mass market's changing
information needs and moving towaÍds
a "Pic'n'Mix Paging Culture"
. êalLalrrq -ê oooo'ì t-i ê5lo pdq rg
operators of changing inÍorrnat on needs
and atttudes towards esiabÌshed med a
channe s
a rdentrfy ng the customer segrnents to
whom interest-spec f c rl,ìedia vehic es w ll
be of value
. d . .ôJ , ìo -he L ompaUb I, o oq-4t g
paq nq seÌv ces to explo t the sLrb culture
spawned by the internet
Mark Ellis
Head oÍ Brand Futures
AMV/BBDO
T 2.00 SuccessÍul marketing oÍ Niche
lnformation Services - Learning Írom
thê êxpêÍience oÍ Reuters
. who buys whrch k nd of inforrnation and aÌ
whaÌ price?
a ana ys ng the growth trênds to date and
pred cting Íuture growth
. se ecting the most appropriate ways oÍ
Tnarket nq nformat on serv ces
. wh ch types oí nÍormaÌ on seryice s best
offered over which technology: analysÌng
the pros and cons oÍ pâging compared to
other media
Adrian Black
14anaging Dìrector
FUTURES PAGER
Futures Paget brÕadcasts Feutels
inÍarmatian tô pagers acrass the UK
1 4.30 lmplemenÌation solutions: overcoming
the têchnical Iimitations to oÍfering
inÍormation services over paging
networks
. overcom ng the d fÍicu Ìies of:
- propr etary inforrnation software
- ant -c on ng protection
SlÀ,1 cards
a PC[,4C A: moving towards ntegrating
pagêrs to oÍíer a conÌ nuously up-daied
nformat on system
. out ining why EBMES w ll pave the way for
PCMCIA deve opment
Alêx Lax Philippe Leclech
Cf" a" l lSt D.eta,
Res 04 Cammittee lnternatianal
Head af Advanced Operattans
Develapment INNOVATRON
SWISSPHONE
15.30 WoÍking towards a new evolutionary
phase Íor paging: identifying the drivers
and network feaÌures for paging
inÍormation provision
a dentiÍy ng the de lvery irnp cations of the
d íerênt categor es oí jnÍormatìon
genera news and weather
- Lb ' bô' dêfiìed se e(Ì se^i..s
iníormatÌon on dernand
sa es promotron tools
. how 2 way and vo ce pag ng will affect the
dr ve towards the un versal provis on ol
informaÌion servÌces
a .hê 1.Ìwor1 êJÌLrô êq t êO lO ÍÌd.im ie
revenue earning potentral
custom s ng the ntedace between the
inforrnation prov der and operaÌor
priorit s ng, Íormatting and compressing
daÌa to maxrmise eí c ency oÍ spectrurn
USE
. determ ning ihe íeatures of the informat on
co ect on centre and highlighi ng the
cha enges and resoonsib iies to be íacecl
by operators, TnanuÍacturers and
ÌnlormaÌ on providers
Dr. Stêll Patsiokas
Di recta r Praduct DevelaptÌÊ nt, EPS D
I4OTOROLA
16.T 0 Afternoon tea and cofÍee
16.30The ÊPPA Model Íor Advanced
Messaging
. what shou d be the next steps Íor
operatoTs. manufacturers and nformat on
providers to accelerate the provision of
nÍorrnation services over paging
networks?
a whaÌ are the níormation services that can
be otÍered over paging networks in the
short terÍì and how wi these develop?
. conclusions drawn Írom EPPAs Advanced
À/lessaging Group
Paul Hedges
Matketing Manager, Wide Arca Receivtng
ERICSSON
17.T0 End oí conference
There is still some room availablê at
the conference for:
exhibition space and advertising
literature within the delegate pack.
lf you are still interested in taking up
this opportunity contact
Gian Walker +44'171 405 6667
12.40 Lunch sponsored by 4
14.00 ldêntiÍying the necêssary developments
to accommodatê lhe growth of
inÍormation services over paging
neÌworks
a ensuring a suitab e rnterconnectton
protocol Ìhat enab es operators to collate
and broadcast to padicLtlar custorners
a deve op ng service provrder managernent
sysÌerns that enab es regu ar over the a r
programming of the Êemote dentiÍier
Cod-^
a dent fy ng the rnanulacturer s challenge to
allow the seruice prov der to oÍíer an
ô4 iô^Ìcfo,ooí o.nõ o )eiices
o d D'./Jlê
"1d
pê".o dl b o"o a 19
med a: secur ng nformat on by the
encryption of messages
. dent fying the new app cations and their
revenue generating potenÌ a : the need Íor
a coÌective vo ce to beneflt írorn Ìhe
integratÌon of appl cations
Rêdert Steens
Service Manager
PTT TELECOM