Push-to-talk is an instant voice communication service that allows one-to-one and one-to-many calls. It provides benefits like quick communication of time-critical information without intermediaries. NewTel could offer push-to-talk with a premium monthly subscription fee and additional charges for usage minutes, to avoid cannibalizing other voice services. An instant messaging option could also be offered for a separate monthly fee.

1. Push to Talk – features v1.0

2. 2
Draft
 Instantaneous one-to-one and one-to-many
communication channel
 One single handset for mobile and push to talk calls
 Adds voice dimension to messaging
 Always connected to corporate network using GPRS
Push-to-Talk over mobile is a one-to-one and one-to-many voice
communication service that adds a voice dimension to messaging
BenefitsBenefits
 Time critical information communicated quickly, efficiently, cheaply and without the need for an intermediary (i.e.
secretary) in order to better manage your fleet
 One-to-many ‘dispatch’ feature creates a more efficient communication mode between users
 Instant voice messaging improves the efficiency and accessibility among a group of individuals
 Convenience with a direct ‘always on’ voice connection
 Dynamic group creation without operator involvement
TargetsTargets
 Typical users would include employees working within
mobile and/or stationary groups:
 Service and repair
 Retail, distribution
 Public and private transportation
 Manufacturing, industrial plants
DescriptionDescription
 Push-to-Talk over mobile is a direct one-to-one and one-to-many ‘always on’ voice communication service. One-way
communications can be started to both individuals and talk groups with just a push of a key
AttributesAttributes
Overview on “Push-To-Talk”
Launch TimeLaunch Time
 NewTel “Push-To-Talk” is a secondary service and should be available, functional and fully
supported four months after launchL+4 months
Key
Accounts
Key
Accounts
Sophisticated
Large
Accounts
Sophisticated
Large
Accounts
Basic Large
Accounts
Basic Large
Accounts
Powered
SMEs
Powered
SMEs
Budget
SMEs
Budget
SMEs
FinanceFinance Personal
Service
Personal
Service
Business
Service
Business
Service ICTICT Oil & GasOil & Gas Constr./
Manufact.
Constr./
Manufact.
 Connected anywhere by direct connect
 Ability to send text messages
 Rental agencies
 Construction sites
 Security

3. 3
Draft
Push-to-talk can be offered over a GPRS network. An IDEN-based
alternative is also available but not recommended
Push-to-Talk Technical Description
BTS
Operator IS:
 Provisioning
 Network
Management
 Billing and
Customer Care
Operator IS:
 Provisioning
 Network
Management
 Billing and
Customer Care Application Server
 Subscriber Traffic
 Group Management
GPRS Network IP Multimedia Core
One-
to one
to many
PTT Over GPRS
Technical Overview
PTT Over GPRS
Technical Overview
PTT over circuit
switched cellular
networks wastes
network and
frequency
resources
With GPRS packet
switching,
resources can be
reserved only for
the duration of the
talk spurs
This enables a
profitable operation
of the service over
GPRS networks
For example, a one
hour talk session
would use 3
minutes of airtime
PTT over circuit
switched cellular
networks wastes
network and
frequency
resources
With GPRS packet
switching,
resources can be
reserved only for
the duration of the
talk spurs
This enables a
profitable operation
of the service over
GPRS networks
For example, a one
hour talk session
would use 3
minutes of airtime
IDEN AlternativeIDEN Alternative
The service has
proven to be most
successful with
Nextel using the
IDEN technology
and not GPRS
However, PTT over
IDEN heavily relies
on Motorola as the
single main network
and handset
equipment vendor
for the technology
Also, the service
over IDEN entails
high investments.
To cover them, high
penetration should
be achieved
The service has
proven to be most
successful with
Nextel using the
IDEN technology
and not GPRS
However, PTT over
IDEN heavily relies
on Motorola as the
single main network
and handset
equipment vendor
for the technology
Also, the service
over IDEN entails
high investments.
To cover them, high
penetration should
be achieved

4. 4
Draft
Push-to-talk service can have simple voice messaging features as
well as instant messaging features
Push-To-Talk Service Features and Limitations
Basic Phone
Features
Basic Phone
Features
Instant
Messaging
Features
Instant
Messaging
Features
FeaturesFeatures
 One-to-one communications (pressing on a button
to speak to the other party)
 Conference calls
 Immediate connection between two or more mobile
phones
 Possibility or recording messages and sending
them to other users (not in real-time)
 One-to-one communications (pressing on a button
to speak to the other party)
 Conference calls
 Immediate connection between two or more mobile
phones
 Possibility or recording messages and sending
them to other users (not in real-time)
 Creation of buddy list of friends with whom to
communicate
 Real-time availability icon showing who is available
and who is not
 Integration with text instant messaging service
 Voice chat options
 Presence management
 Creation of buddy list of friends with whom to
communicate
 Real-time availability icon showing who is available
and who is not
 Integration with text instant messaging service
 Voice chat options
 Presence management
LimitationsLimitations
 There is a risk that the service cannibalizes voice
and SMS usage
 Only a limited number of GSM handsets currently
support the service (and most of them are high-end
smart phones for the corporate segment)
 Communications are on half-duplex mode
 Communication latency could undermine service
quality
 There will be a need for a new etiquette for PTT
service use
 There is a risk that the service cannibalizes voice
and SMS usage
 Only a limited number of GSM handsets currently
support the service (and most of them are high-end
smart phones for the corporate segment)
 Communications are on half-duplex mode
 Communication latency could undermine service
quality
 There will be a need for a new etiquette for PTT
service use
 A specific software might need to be downloaded
on the handset for the buddy list and availability
application
 A specific software might need to be downloaded
on the handset for the buddy list and availability
application

5. 5
Draft
Benchmarks show that push-to-talk pricing typically consists of a
subscription fee and an additional airtime fee
Pricing BenchmarksPricing Benchmarks
 Push-to-Talk is typically priced high enough to
avoid cannibalizing other voice service but low
enough to draw new subscribers
 Nextel Walkie-Talkie: Two types of national
plans and two for international, with an
additional minute sharing plan for Group talk:
− Pay-as-you-go national charged for $0.1 per
minute per participant, charged to call initiator,
for a Group of 20
− Unlimited national for $10 per month
− International voice calls are pay-as-you-go for
$0.2 per call per participant and $10 for
unlimited
 Orange (Talk Now): Talk Now costs 20p for
each 30 minute session or part of it. However, a
customer is never charged more than £1 a day
on Talk Now in the UK. Once the customer have
used up 5 sessions, the rest are free for the day
 Push-to-Talk is typically priced high enough to
avoid cannibalizing other voice service but low
enough to draw new subscribers
 Nextel Walkie-Talkie: Two types of national
plans and two for international, with an
additional minute sharing plan for Group talk:
− Pay-as-you-go national charged for $0.1 per
minute per participant, charged to call initiator,
for a Group of 20
− Unlimited national for $10 per month
− International voice calls are pay-as-you-go for
$0.2 per call per participant and $10 for
unlimited
 Orange (Talk Now): Talk Now costs 20p for
each 30 minute session or part of it. However, a
customer is never charged more than £1 a day
on Talk Now in the UK. Once the customer have
used up 5 sessions, the rest are free for the day
Push-to-Talk Service Pricing Benchmarks
Source: Company websites
“Mike Works Plans”“Mike Works Plans” “Mike Travel Plans”“Mike Travel Plans”
 7 plans (differ in
monthly fee & number
of bundled minutes)
 7 plans (differ in
monthly fee & number
of bundled minutes)
 8 plans (differ in
monthly rate and long-
distance coverage)
 8 plans (differ in
monthly rate and long-
distance coverage)
Number of
Plans
Number of
Plans
“Perfect for individual
users, small teams or
larger businesses
“Perfect for individual
users, small teams or
larger businesses
“Savings for heavy
business users who are
constantly on the road”
“Savings for heavy
business users who are
constantly on the road”
Package
Positioning
Package
Positioning
 US$25-150
 200-1500 bundled
phone minutes
 US$25-150
 200-1500 bundled
phone minutes
 US$50-300
 250-2500 bundled
phone minutes
 US$50-300
 250-2500 bundled
phone minutes
Subscription
Fee
Subscription
Fee
 US$0.25/voice minute
 US$0.25/direct
connect minute
 US$0.25/voice minute
 US$0.25/direct
connect minute
 US$0.25/voice minute
 Unlimited one-to-one
direct connect
 US$0.25 one-to-group
direct connect
 US$0.25/voice minute
 Unlimited one-to-one
direct connect
 US$0.25 one-to-group
direct connect
Additional
Airtime Fees
Additional
Airtime Fees
Example: Telus “Mike” Rate Plans

6. 6
Draft
NewTel could offer push-to-talk at a premium monthly subscription
fee and with additional charge for usage
Push-To-Talk Pricing Guidelines
Source: Press releases; Ovum
Possible Pricing ModelsPossible Pricing Models
Pricing on TimePricing on Time
 Like for normal voice services, the
user would pay for the duration of his
messages, arguably at a discount
compared to normal voice
communications
 Like for normal voice services, the
user would pay for the duration of his
messages, arguably at a discount
compared to normal voice
communications
Pricing Based
on Individual
Messages
Pricing Based
on Individual
Messages
 Like for SMS, the user would pay for
each voice message sent
 Like for SMS, the user would pay for
each voice message sent
Flat Fees and
Bundles
Flat Fees and
Bundles
 The user would not pay for individual
messages but rather a monthly fee
for an unlimited access to the service
or an access limited to a certain
number of messages
 The user would not pay for individual
messages but rather a monthly fee
for an unlimited access to the service
or an access limited to a certain
number of messages
Recommended Pricing StructureRecommended Pricing Structure
 Connection Charges: None
 Subscription Charge:
− Premium price per month (i.e. Dhs xxx over
postpaid plan subscription charge)
− Additional phone minute charge of Dhs xxx per
minute – so that it does not cannibalize normal
voice
− Offer ‘instant messaging’ option for Dhs xxx per
month on top of GPRS subscription fee
− No bundled minutes beyond GPRS plans
 Other Considerations:
− Minimum group size of 5 Corporate users
− Minutes sharing is not allowed
− Have to bundle with GPRS
 Connection Charges: None
 Subscription Charge:
− Premium price per month (i.e. Dhs xxx over
postpaid plan subscription charge)
− Additional phone minute charge of Dhs xxx per
minute – so that it does not cannibalize normal
voice
− Offer ‘instant messaging’ option for Dhs xxx per
month on top of GPRS subscription fee
− No bundled minutes beyond GPRS plans
 Other Considerations:
− Minimum group size of 5 Corporate users
− Minutes sharing is not allowed
− Have to bundle with GPRS

7. 6
Draft
NewTel could offer push-to-talk at a premium monthly subscription
fee and with additional charge for usage
Push-To-Talk Pricing Guidelines
Source: Press releases; Ovum
Possible Pricing ModelsPossible Pricing Models
Pricing on TimePricing on Time
 Like for normal voice services, the
user would pay for the duration of his
messages, arguably at a discount
compared to normal voice
communications
 Like for normal voice services, the
user would pay for the duration of his
messages, arguably at a discount
compared to normal voice
communications
Pricing Based
on Individual
Messages
Pricing Based
on Individual
Messages
 Like for SMS, the user would pay for
each voice message sent
 Like for SMS, the user would pay for
each voice message sent
Flat Fees and
Bundles
Flat Fees and
Bundles
 The user would not pay for individual
messages but rather a monthly fee
for an unlimited access to the service
or an access limited to a certain
number of messages
 The user would not pay for individual
messages but rather a monthly fee
for an unlimited access to the service
or an access limited to a certain
number of messages
Recommended Pricing StructureRecommended Pricing Structure
 Connection Charges: None
 Subscription Charge:
− Premium price per month (i.e. Dhs xxx over
postpaid plan subscription charge)
− Additional phone minute charge of Dhs xxx per
minute – so that it does not cannibalize normal
voice
− Offer ‘instant messaging’ option for Dhs xxx per
month on top of GPRS subscription fee
− No bundled minutes beyond GPRS plans
 Other Considerations:
− Minimum group size of 5 Corporate users
− Minutes sharing is not allowed
− Have to bundle with GPRS
 Connection Charges: None
 Subscription Charge:
− Premium price per month (i.e. Dhs xxx over
postpaid plan subscription charge)
− Additional phone minute charge of Dhs xxx per
minute – so that it does not cannibalize normal
voice
− Offer ‘instant messaging’ option for Dhs xxx per
month on top of GPRS subscription fee
− No bundled minutes beyond GPRS plans
 Other Considerations:
− Minimum group size of 5 Corporate users
− Minutes sharing is not allowed
− Have to bundle with GPRS