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CHALLANGES IN THE MOBILE SPACE<br />Milan, 07-21-2009Vodafone Graduate ProgramCandidate: Alberto Lia<br />

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SUMMARY <br />Mobile Ecosystem<br />Hot trends in mobile<br />Competitors’ positioning<br />Vodafone’sopportunity<br />Conclusions<br />WHAT ARE THE KEY CHALLENGES FACING VODAFONE?<br />

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Convergence :<br /><ul><li>Devices

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Software

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Internet

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Industrysectors

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Web</li></ul>Fragmentation<br />Demandforopenness<br />Internet<br />Converg. space<br />Cell phones<br />PC<br />Cellular network<br />MOBILE ECOSYSTEM<br />

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Networks are spo<br />HOT TRENDS IN MOBILE<br />1. Networks are speeding up<br />

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HOT TRENDS IN MOBILE<br />1. Networks are speeding up<br />3G deployments are driving mobile data usage.<br />+100% by 20131<br />20% of MNO revenue <br />1. 2008 Informa Media Report<br />

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HOT TRENDS IN MOBILE<br />2. Smartphonetolead in developedcountries<br />+12,7% in Q1 20091<br />1. 2009 Gartner Report<br />

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HOT TRENDS IN MOBILE<br />3. Demandofcompellingapps and services<br />

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HOT TRENDS IN MOBILE<br />3. Demandofcompellingapps and services<br />Payspecialattentionto:<br />Mobile 2.0<br /><ul><li>Location basedservices

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Social networking

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Usergeneratedcontents

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M-Advertising

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M-Commerce

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Mobile TV

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Mobile CloudComputing</li></ul>NearFieldCommunication<br />$60B in 20121<br />1. Report Buyer<br />

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COMPETITORS<br />

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COMPETITORS’ POSITIONING<br />

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OPPORTUNITYVODAFONE’S…<br />To deliver a Unique and Natural User Experience<br />

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FOCUSING ON ... <br />1. Shorttermopportunity:<br />Promote “mobile” as a (cloud) computingplatformbuildinganOPEN ECOSYSTEM with 3rd party service providers, exploiting Vodafone’s assets<br /><ul><li>MobileWidget

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Mobile applications and services

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Push Location BasedServices and Social Network</li></ul>2. Mid-termopportunity:<br /><ul><li>Provideseamlessfixed/mobile VoIPservicesover 3+G network</li></li></ul><li>CONCLUSIONS<br />Mobile Market is turbolent<br />Many new promising technologies<br />Huge demand for openness and for personal compelling services<br />Comparison of competitors’ market position<br />Opportunity to enhance mobile widget/apps<br />Opportunity to provide VoIP services <br />

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THANKS!<br />ANY QUESTION?<br />