1. Success growth story of
Internet in mobile in Vodafone
David Krystynek

2. Strategic options for growth of CZ
Mobile operators in 2007?
New
Customers
Existing
Existing New
Market / P&S

3. Strategic options for growth of CZ
Mobile operators in 2007?
New
Expansion into Mobile advertising
Under-indexed segments
LBS services Payments
Customers / Transactions
Usage stimulation Internet in mobile
Existing
of Fixed voice / data
mobile
Notebook
voice & SMS
connectivity
Quad-play / TV
Existing New
Market / P&S

4. Strategic options for growth of CZ
Mobile operators in 2007?
New
Expansion into Mobile advertising
Under-indexed segments
LBS services Payments
Customers / Transactions
Usage stimulation
Existing
of Fixed voice / data
mobile Internet in mobile
Notebook
voice & SMS
connectivity
Quad-play / TV
Existing New
Market / P&S

5. In 2008, Internet in mobile was a sleeping
category in the CZ. Listening to customers’
feedback was a key to change that.
Customers said What we did
“It is complicated” “It is complicated”
We removed barriers with settings
We provided mobile Search (Seznam.cz)
We introduced easy to use portal (New live!)
“It is slow” “It is slow”
We improved speed by providing rendering
BARRIERS REMOVAL
BARRIERS REMOVAL
Rendering – less data, faster download
We shared speed comparisons (use-cases)
“It is expensive, complex “It is expensive”
We introduced clear pricing (MI tariffs)
prices”
We removed WAP / WEB differentiated pricing
Fixed prices – no bill shocks any more
“Only a little is there” “Only a little is there”
Content adaptation with rendering tools provided almost
whole internet to the mass market
Open garden replaced Walled garden
We enabled 3rd parties to be part of the story
“Not for me” “Not for me”
We offered Mobile Internet as a XMAS gift to the whole
base (550K users opted-in)

6. There were also other factors of
success…
Motivated,
passionate
frontlines with
belief
Success Story Best in class end-
Customer insights / Of to-end processes,
Customers feedback Internet from planning &
in mobile execution
Big story to tell
and the whole
company being
focused around it

7. Achievements?
•Acceleration of data revenue growth
•#1 Internet in mobile users in CZ
•The most satisfied customers across all MTOs
•Substantially improved perception about VF data services
Consumer Mobile Data revenue
IV.06 VI.06 VIII.06 X.06 XII.06 II.07 IV.07 VI.07 VIII.07 X.07 XII.07 II.08 IV.08 VI.08 VIII.08 X.08 XII.08 II.09 IV.09 VI.09 VIII.09