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Mike.Short@o2 Web: o2.co.uk Web: text.it

Mike.Short@o2.com Web: www.o2.co.uk Web: www.text.it. Mobile Networks - Connecting IT to the future. BCS – 1 st December 2004. Mike Short VP – Technology, O2 Group Chairman – Mobile Data Association. June 2000 November 2001 December 2001 May 2002 November 2002 June 2003

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Mike.Short@o2 Web: o2.co.uk Web: text.it

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  1. Mike.Short@o2.comWeb: www.o2.co.ukWeb:www.text.it Mobile Networks - Connecting IT to the future BCS – 1st December 2004 Mike Short VP – Technology, O2 Group Chairman – Mobile Data Association

  2. June 2000 November 2001 December 2001 May 2002 November 2002 June 2003 October 2003 December 2003 March 2004 September 2004 October 2004 O2 history: independent wireless operator for more than 2 years … Date Key events O2 launched world’s first GPRS services to UK market mmO2 demerged from BT as an independent wholly owned company Europe’s first fully operational 3G network goes live in Isle of Man Launch of O2 consumer brand O2 Germany EBITDA positive – a year ahead of schedule O2 UK and Tesco create Tesco Mobile joint venture Launch of Starmap mobile alliance O2 Ireland turns on its 3G network O2 Germany launches 3G O2 Germany & Tchibo launch joint venture O2 UK launches 3G for business customers

  3. The Mobile Digital Hub Broadcast (TV/Radio) Photographs Web Browsing Music/Video Streaming/ Download Content I Consume Music Content I Carry How I Share Calender Sharing Contacts Messaging/Email P2P Voice/Video Money Chat

  4. ANNUAL TEXT MESSAGING GROWTH (SMS): UK GSM NETWORK OPERATOR TOTALS 1999 – 2004 Source: www.text.it

  5. Source: www.text.it

  6. Source: NOP World

  7. Source: NOP World

  8. Source: NOP World

  9. Handsets Develop To Be Mobile Digital Hubs 16 million colour VGA display 4 Mega-pixel Cameras 3D Graphics Accelerators More powerful processors 512Mb Memory, 40Gb+ Removable Storage New data entry mechanisms High Speed Multi-radio access(3G, HSDPA, WLAN, Bluetooth, FM, DVB) Hi-Fidelity Sound & Dolby Digital 5.1 Virtual Surround Sound

  10. Our data strategy is to focus on services & customer benefits not technology. We are championing 3 key categories: • Business Services • Blackberry, XDA, data cards • Connection Manager • Push e-mail on preferred device • Customised applications • Leader in text & MMS (volumes & revenues) • Evolving from ‘home of text’ to ‘home of messaging’ • Drive e-mail and explore IM • Nurture video messaging Messaging Office on the Move • Ringtones & music downloads • Digital music player, music content & community • Own “music on the move” category • Poly & True Tones, Network Ringtones, Music Videos etc. Music

  11. We’re winning high value, data centric business customers

  12. Wolseley Group are using the Xda II to improve their customer service • Wolseley is the UK’s largest distributor of construction products. They have over 800 outlets and 12,000 trade customers. • Own well known brands such as Plumb Center, Building Centre, HRPC Centre • The Wolseley / Xda II proposition offers heating engineers / plumbers: • wireless ‘button’ to the Wolseley product catalogue, • access to the store, inventory and pricing databases • job allocation, management and signature capture for the customer organisations • Wolseley has saved some of it’s customers over 200 hours a week

  13. Success in business driven by a strong core proposition, innovative data devices and applications • Applications • Email / Internet • Extended Office • Independent software • vendor programme (ISV) • Vertical specific • Third-party use Data Devices • Propositions • SME • Value for money tariffs • Business Zones • Network Promise • One call ownership • No IVR • Corporate • Value for money tariffs • O2 Welcome • Network Manager • (extending to GPRS)

  14. Learning the lessons from the launch of GPRS & WAP GPRS 3G Network Phased roll-out matching customer demand Rapid roll-out to 80% coverage Devices Attractive range & price for the mass market expected from 2005 Attractive well-priced devices key to mass market take-up Propositions Integrated WLAN/3G/2G propositions; Faster, richer, more interactive over 3G Simple, ease-to-use Lack of compelling propositions & content initially Tariffs Straightforward tariffs that apply to all data services whether using GPRS or 3G Complex tariff structures initially. Simpler tariffs boosted take-up Customer Experience Intuitive, simple, easy to set-up user interface with one-touch access Heavy investment in best in class billing & CRM capability Restricted WAP user interface O2 Active boosting usage Data cards difficult to set-up Dedicated data care team Focus on services & customer benefits Only promote when experience is right Technology focussed Over-promised, under-delivered on WAP Promotion Channels Dedicated training team Solution selling Customer demonstrations Channels not geared up to selling data services

  15. Mobilise your laptop • The most comprehensive solution designed to meet the needs of the laptop user • Giving customers faster, convenient and cost effective access to email, corporate Intranet and the Internet • GPRS (2.5G) • National & international coverage 3G • 20 cities by Christmas • Matching current GPRS demand Customer insight I simply want the people in my business to have access to their email & the Inter/Intranet wherever they happen to be. I don’t want to know how it works. I just want it to be quick and easy WLAN • > 6000 UK hotspots via partnerships with Excilan, Openzone & The Cloud • More coverage than any other single service provider

  16. Connected via a simple, easy-to-use interface called O2 Connection Manager • O2 Connection Manager offers many customer benefits: – One stop, easy access for WLAN/3G/GPRS – Intuitive & consistent user interface – One click access to email, Internet & VPN – Up-to-date O2 WLAN hotspot locator – Ability to send texts using laptop keyboard – Imported contacts from Outlook or SIM card – Data usage monitor – Ability to set-up multiple profiles – Download free from www.O2.co.uk or pick up a CD • O2 3G/GPRS Data Card – Fully O2 branded with Connection Manager software – Card offer with high value data tariffs • Tariffs – WLAN: FOC trial for first two months and AYCE for £30 – Unique & VFM GPRS/3G tariffs: Data Sense and Group Shared Bundles – Charged to the mobile phone bill

  17. We are offering our customers choice & flexibility depending onwhere they are and what they want to do Up to 56 Kbps GPRS National & International Up to 384 Kbps 3G Major UK cities & towns Up to 11Mbps WLAN UK hotspots Speed/Coverage GPRS: Mobile data access for ‘on the move’ type applications 3G: Ultra fast mobile data access – up to 384 Kbps, making email/LAN access more convenient WLAN: Broadband speed in hotspot area. Replicates ‘in office’ experience • Speed is dependent on numerous factors which are uncontrollable – IT network setup, efficiency of providers and number of users accessing the same information

  18. We have received positive feedback from our trialists Having the remote access is brilliant It meets all the criteria, it’s reliable, it’s fast. It’s relatively easy to use and doesn’t have that annoying aerial The business case has been my ability to keep, the company system going 24 hours a day Connection Manager I’ve found the software easy to use, it makes it very simple and straight forward to get in Pretty easy to use, stick the card in, wait a couple of seconds, find your local area, use the connection manager and away you go I can take it anywhere and use it anywhere, if I arrive anywhere and I’m half an hour early I can download my emails which is simply not possible otherwise

  19. We are mapping 3G coverage to customer demand London Data Coverage ■ WLAN Coverage (>6,000 hotspots) ■3G Coverage ■GPRS Coverage 3G Coverage GPRS usage GPRS Usage Phase 1 (Oct. ’04) All UK mobile networks have the same 3G license agreement to provide 80% UK population coverage by Dec. 2007 Phase 2 (Jun ’05) Phase 3 Phase 4 Phase 5

  20. New Q3 PropositionsO2 Friends • 50% off calls texts, picture, video messaging to your three favourite numbers. Who would you choose?

  21. New Q3 PropositionsX Range • Promote the functionality of the range of O2 exclusive products • Campaign will “showcase” the range’s functionality and style • X2 – it’s a camera • X3 – it’s a camcorder • Xda II – it’s a music player

  22. “Double your Talktime, Texts, Video and Picture Messages when you join O2” For new customers on £20+ calling plans 1st October 2004 - 31st January 2005 New Q3 PropositionsDouble O2

  23. Mike.Short@o2.comWeb: www.o2.co.ukWeb:www.text.it Mike Short VP – Technology, O2 Group Chairman – Mobile Data Association

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