Smartphones and 3G internet: the perfect storm? A presentation by Qelp, June 2010.

1. Smartphones + 3G = the perfect storm?WouterDeelman, June 10, 2010

2. “Mobile” will never be the same … 2 Yesterday’s user experienceNetwork-centered Todays’ user experienceDevice-centered I need a phone that works in the U.S. as well I need a device to stay in touch with my facebook friends

3. Device and app players emerging as competitors 3 KPN, Vodafone,T-Mobile, Orange Voice, SMS, Internet Nokia, Apple, HTC Customer Google App stores, includingmusic, navigation and other media content Search + advertising,Gmail, Apps, calendar, contacts, Maps, navigation, Android, Google Nexus, Google Voice

4. Agenda 4 Introduction Mobile market perspective Threats and opportunities

5. About Qelp 5 Marketing & customer selfcare apps Operator specific, device centric Picture/experience based Application + content Traffic from Google, social media End-to-end, 24/7 managed services Carrier-grade Image: Google Street View

6. Customers are mobile operators and MVNOs 6

7. Agenda 7 Introduction Mobile market perspective Threats and opportunities

8. Tipping point in online marketing & service is nearing 8 Smartphone penetration 3G Internet usage 20% Innovators Early majority Late majority Laggards Early adopters Storm of device and application issues Service = FAQs Marketing = Banners Device, applicationbasedsegmentation Platform = Call center Online On-device

9. Smartphones are already dominating support in NL 9 Other phones Smart phones Source: GfK (sales) and Qelp (support issues)

10. Underlying problem: each phone is different 10

11. 11 Device fragmentation continues to increase More types of handsets More “smart” devices Firmware upgrades Second hand phones SIM-free phones via other channels

12. Configuring a phonefor mobile internet… 12 20 minutes ofoperator cost,subscriber agony “OK, let’s try that again.”

13. …customers looking beyondthe operator for help 13 Help via aGoogle search Help from youroperator Help viaFriends, blogs/fora Help viaManufacturers Help viaMobile retailers “Time to switch operator?”

14. 59% Of smartphonecustomersrelyon Google for help 14 Referring sites Via operator Via Google Sources of traffic to Qelp selfcare application, March 2010

15. Agenda 15 Introduction Mobile market perspective Threats and opportunities

16. 3G/Smartphones will catapult support need/costs 16 2010 2012 15-20% 2 million Smartphone share Customer base 30-40% 2.2 million Support channel usage% of customers Euro 8per contact Call center Online Euro 7per contact Euro 0.20per contact Euro 0.25per contact Best Average Best Average Estimated support costEuro million Bestpractice Averagepractice Bestpractice Averagepractice

17. SALES DIALOGUE SUPPORT DIALOGUE But online selfcare is also an upsell opportunity 17 Easieronline thanin a callcenter “click” START “click” “click” “click” Example:25% of visitors to page on Internet settings clicked on a link about more information on faster connection speeds “click” “click” FINISH “click” “click”

18. Picture-based selfcare impact: > 80% users delighted. 18 Visualizing device specific, step-by-step user instructions

19. Applying SEO on customer support is still new territory 19 Customer wanders off to Google for support Qelp SEO returns them to the operator site

20. ...let customers help eachother 20

21. Is your smartphone strategy storm proof? 21 Picture-based selfcare boosts customer satisfaction. Quality selfcare is an upsell opportunity! Apply SEO, social media, funnel optimization. Wouter Deelmaninfo@qelp.comwww.qelp.com+31 (20) 820 2240