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Ireland SMS Presentation Jan08


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Ireland SMS Presentation Jan08

  1. 1. Ericsson IPX Country Country Manager: Technical support:
  2. 2. Market overview <ul><li>Number of mobile subscribers: 4.2 Million (South). Expected to grow to ~5 Million in approx 5 to 10 years. </li></ul><ul><li>(Currently approx 5.8 Million North and South Ireland (UK & Ireland telecoms market increasingly being seen as one)) </li></ul><ul><li>Mobile penetration: ~114% </li></ul><ul><li>Operators and Market share </li></ul><ul><ul><li>Vodafone: 45% </li></ul></ul><ul><ul><li>O2: 34% </li></ul></ul><ul><ul><li>Meteor: 18% </li></ul></ul><ul><li>Prepaid vs. postpaid ratio: </li></ul><ul><li>74% Prepaid </li></ul>
  3. 3. Premium Content Overview <ul><li>Estimated Premium rate market size (2007) = EUR75m + </li></ul><ul><li>Estimated revenue growth: 20%+ </li></ul><ul><li>Average monthly ARPU: EUR44 (Highest in EU) </li></ul><ul><li>Number of SMS sent 2007: 6.4 Billion ! </li></ul><ul><li>Number of MMS sent 2007: Approx 32 Million </li></ul><ul><li>Number of Premium SMS’s in 2007: 80 Million </li></ul>
  4. 4. Content & Price Guidelines (VAT included)   <ul><li>Contents & price levels: </li></ul><ul><li>Screensaver: Colour EUR 3.00 </li></ul><ul><li>Monophonic: EUR 2.50 </li></ul><ul><li>Polyphonic: EUR 3.00 </li></ul><ul><li>Realtones EUR 5.00 </li></ul><ul><li>Java Games EUR 3.00 to EUR 7.00 </li></ul><ul><li>Competitions Up to EUR 2.50 </li></ul><ul><li>Voting EUR0.20 to EUR1.25 </li></ul><ul><li>Video EUR1.00 to EUR3.00 + Data (depending on package) </li></ul><ul><li>Most popular contents / services: </li></ul><ul><ul><li>Competitions, Info, Tones, Games </li></ul></ul><ul><li>Increasingly: </li></ul><ul><ul><li>Chat, Gaming </li></ul></ul><ul><li>Commonly Used Short Code Price Points: </li></ul><ul><ul><li>€ 0.60, €1.00, €1.25, €1.50, €2.00 </li></ul></ul>
  5. 5. Local Legal Overview <ul><li>Strict industry control (see Especially ) of Chat and Adult services </li></ul><ul><li>Strict Control of Advertising (Data Protection). Opt-in required. </li></ul><ul><li>Single Price Point Per Short Code </li></ul><ul><li>Dedicated Short Code Required for Subscription Services </li></ul><ul><li>Subs must be notified PRIOR to forwarding of MSISDN </li></ul><ul><li>VAT: 21% </li></ul><ul><li>European VAT registration required </li></ul><ul><li>Local end-user support line required </li></ul><ul><li>Reminder of how to STOP after spend of €20 </li></ul><ul><li>Maximum Transaction Spend of €40 </li></ul><ul><li>Maximum daily spend of €10 on “Interactive Services” (Chat) </li></ul><ul><li>Competitions: maximum amount: €10 </li></ul><ul><li>Childrens’ Services: €5 per PSMS and €10 per month (forced release required) </li></ul><ul><li>Other legal requirements: </li></ul><ul><ul><li>Important for users to know how much services cost </li></ul></ul><ul><ul><li>Ability of users to “STOP” services or “opt-out” </li></ul></ul>
  6. 6. End User Profile <ul><li>Typically Prepaid </li></ul><ul><li>Youthful </li></ul><ul><li>Dependent on Mobile (low DSL penetration and decreasing fixed-line penetration in Ireland) </li></ul><ul><li>Willing to spend (ARPU: €44 per month = highest in EU) </li></ul><ul><li>But looking for better value (not especially brand-loyal) </li></ul><ul><li>Local brands, sports, music and media can be useful marketing channels </li></ul><ul><li>Increasingly multi-cultural (Operators have targeted Chinese and Polish niches) </li></ul>
  7. 7. Ericsson IPX Offering <ul><li>Billing for content purchases and other services via: </li></ul><ul><ul><li>P SMS MO/ MT </li></ul></ul><ul><ul><li>WAP (MSISDN Identification allowable on Case-by-Case) </li></ul></ul><ul><li>Bulk messages via: </li></ul><ul><ul><li>SMS (Extremely Competitive in Ireland) </li></ul></ul><ul><li>Office-hours Technical Support </li></ul><ul><li>Optional 24-7 Support </li></ul><ul><li>Very Strong Local Ericsson Presence (supplier to all main Operators) </li></ul>
  8. 8. Ericsson IPX business model <ul><li>The IPX Service offer </li></ul><ul><ul><li>IPX operator connections </li></ul></ul><ul><ul><li>Premium short codes (shared / dedicated) </li></ul></ul><ul><ul><li>Help to locate local marketing windows </li></ul></ul><ul><ul><li>Access to IPX’s global network </li></ul></ul><ul><li>The IPX Business model </li></ul><ul><ul><li>One time connection fee </li></ul></ul><ul><ul><li>Monthly fee / market </li></ul></ul><ul><ul><li>IPX commission / revenue share of operator payout </li></ul></ul><ul><ul><li>Familiar Developer Interfaces </li></ul></ul>
  9. 9. IPX today Content Providers Ericsson IPX Simplifying business... Sweden Ireland Operator Operator Operator Operator Operator Operator
  10. 10. IPX Customer Support <ul><li>Content Providers must promote end-user support numbers </li></ul><ul><li>Dedicated Codes required for Chat and Subscription Services </li></ul><ul><li>IPX handles handover for Shared Code Services to Content Providers if calls received by IPX </li></ul><ul><li>Content Providers require local (Irish) support number </li></ul><ul><li>Business and 1st line Tech support handled in UK </li></ul><ul><li>2nd Line Tech Support: Sweden and India </li></ul><ul><li>24/7 Support Centre (optional): India </li></ul>
  11. 11. Content & Services Information
  12. 12. Market Regulations <ul><li>Short Code Access via Ericsson IPX (Shared Codes) or directly from Government Regulator (Dedicated Codes): </li></ul><ul><ul><li> </li></ul></ul><ul><li>Industry Regulator (for Service Approval and Code of Practice): </li></ul><ul><ul><li> </li></ul></ul><ul><li>Specific Operator Guidelines and Requirements must be adhered to. </li></ul>
  13. 13. Subscription Services <ul><li>Regulations </li></ul><ul><ul><li>Local Data Protection Legislation must be adhered to i.e. no unsolicited advertising </li></ul></ul><ul><ul><li>Users must know which short codes messages are coming from </li></ul></ul><ul><li>Requirements </li></ul><ul><ul><li>Where more than one SMS required for a service, advertising must be clearly in the format e.g. ‘€ 2 x 3’ or ‘eur 2 x 3’ </li></ul></ul><ul><ul><li>One price point per code (Premium MO or MT, not both), </li></ul></ul><ul><ul><li>Typically, premium MT codes are used. </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>See Also: </li></ul></ul><ul><ul><li> </li></ul></ul>
  14. 14. Adult & Restricted Content <ul><li>Structure and Guidelines for Age Verification and Access Control due in 2008 </li></ul><ul><li>Until then, only non-adult content can be promoted. (Strictly non-adult, otherwise Operators reserve the right to shut off Service Providers) </li></ul>
  15. 15. Service Launch Lead Times <ul><li>Application </li></ul><ul><ul><li>Approx 1 to 2 weeks from receipt by Ericsson to liaison with Regtel (Industry regulator) and Comreg (Government Regulator) </li></ul></ul><ul><li>Approved </li></ul><ul><ul><li>Approximately a further 2 to 3 weeks </li></ul></ul><ul><li>Testing / Operator Setup </li></ul><ul><ul><li>Approximately a further 4 to 6 weeks </li></ul></ul><ul><li>Live </li></ul><ul><ul><li>As soon as testing complete and “go live” date agreed with Operators </li></ul></ul><ul><ul><li> Allow Approximately 8 to 10 weeks in total. </li></ul></ul>
  16. 16. Other Information <ul><li>End-Users can opt in via WAP or WAP-push (provided they know the service provider and price details (“Payforit” framework not in place in Ireland). </li></ul><ul><li>No “Stop All” required. Only “Stop” (i.e. last service) for now. </li></ul><ul><li>Less definition (for now) of Adult Services (likely during 2008) </li></ul><ul><li>Due to Vodafone and Meteor purchase sequence, White Label WAP purchasing should be set up (Content Provider hosts billing pages). </li></ul><ul><li>Stronger Data Protection Enforcement (ref to Regtel Code of Practice) </li></ul>As a Rule, Irish Market is Very Similar to UK with Similar Media, but…. There are a Few Differences from the UK: