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Leadership Council Meeting

Leadership Council Meeting . Room: 29A October 6, 2009 . WIC Leadership Council - Meeting Agenda. 3:30 – 3:40 pm Welcome & Introductions – David Diggs 3:40 – 3:50 pm CTIA – Wireless Industry Metrics – Robert Roche 3:50 – 4:10 pm Current Initiatives Camera Phone Code Scan - Athena Polydorou

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Leadership Council Meeting

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  1. Leadership Council Meeting Room: 29A October 6, 2009 San Diego, Oct 6, 2009

  2. WIC Leadership Council - Meeting Agenda 3:30 – 3:40 pmWelcome & Introductions – David Diggs 3:40 – 3:50 pmCTIA – Wireless Industry Metrics – Robert Roche 3:50 – 4:10 pmCurrent Initiatives Camera Phone Code Scan - Athena Polydorou Off Portal – Jeff Simmons Mobile Content - Athena Polydorou Mobile Advertising - Jeff Simmons 4:10 – 4:30 pm Future Initiatives 4:30 – 5:00 pmWireless Internet Caucus Structure Sponsored by: The WIC Leadership Council Reception Immediately following; Terrace at San Diego Convention Center Wireless Internet Caucus San Diego, Oct 6, 2009 San Diego, Oct 6, 2009 2

  3. Introduction and Welcome Presented by: David Diggs, CTIA-The Wireless Association San Diego, Oct 6, 2009

  4. San Diego, Oct 6, 2009

  5. Introduction and Welcome Presented by: David Diggs, CTIA-The Wireless Association San Diego, Oct 6, 2009

  6. San Diego, Oct 6, 2009

  7. “This is the time we were all dreaming about. It’s here now. Let’s not blow it.” Steve Spencer San Diego, Oct 6, 2009

  8. WIC Manifesto, Feb 2002 • Leadership: Key decision makers create a unified approach to solving problems • Communication: Industry forum to develop common frameworks, common language, consensus on critical issues • Coordinated problem-solving: Cross-industry action teams to tackle challenges and develop solutions San Diego, Oct 6, 2009

  9. Wireless InternetCaucus Wireless Metrics Dr. Robert F. Roche CTIA-The Wireless Association October 6, 2009

  10. Metrics Focus • Key Initiative: • On-going Collection and • Publication of Cross-Carrier Metrics • Step One – Review Survey Modifications • Step Two – Report on Latest Survey Results San Diego, Oct 6, 2009

  11. Key Initiative One – Review Cross-Carrier Metrics Survey includes metrics related to: • Revenues: Maintained requests for total data revenues, as well as: • Total revenues from data-only plans using Aircards or laptop-embedded modems for the six month period. • Total revenues for data services on wireless-enabled PDAs and Smartphones for the six-month period ending. – not currently reportable • Total revenues from data service subscriptions for the six-month period. Eliminated requests for Game play / download revenues, Non-game download revenues, Ringtone revenues, and Enterprise Applications revenues. • Traffic: measures such as Maintained requests for SMS / Text messages (including IM) and MMS messages. Eliminated requests for Pictures and E-mail traffic. • Added requests for number of MB on the networks for the six month period – not currently reportable • Usage & Capability measures such as: Maintained requests for Number of data-capable devices; SMS-capable devices; web-capable devices; PDAs / Smartphones; and wireless-enabled laptops, aircards, and wireless modems on networks. Eliminated requests for MMS-capable devices, Number of camera phones on networks • Added request for number of machine-to-machine units active on networks – not currently reportable. San Diego, Oct 6, 2009

  12. Six-Month Wireless Service Revenues • Total six-month industry revenues = $75.8 billion, up from $72.7 billion in 1H2007. • Total 12-month industry revenues = $151.2 billion for July 2008-June 2009, up from $143.7 billion for July 2007-June 2008. • Total six-month wireless data revenues = $19.5 billion, up from $14.8 billion in 1H2007. • Total 12-month wireless data revenues = $37 billion, up from $27.5 billion in July-June 2008. San Diego, Oct 6, 2009

  13. Top-Line Measures – Six-Month Total Wireless Data Revenues San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  14. 12-Month Wireless Data Revenues Are Up 34.6% San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  15. Wireless Data ARPU Trended San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  16. Traffic Measures increase year-over-year • SMS / Text messaging: • Monthly volume of 135b up 79.8% year-over-year (from 75.1b) • Six-month volume 740.3b up 92% year-over-year (from 384.9b) • MMS: • Monthly volume of 1.8b up 71% year-over-year (from 1.1b) • Six-month volume of 10.3b up 83% year-over-year (from 5.6b) San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  17. Traffic Measures–Six-Month SMS / Text Traffic San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  18. Traffic Measures – Monthly SMS / Text Traffic San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  19. Traffic Measures – Six-Month MMS Traffic San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  20. Traffic Measures – Monthly MMS Traffic San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  21. Available Annual Traffic Measures – Voice and Data San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  22. 12-Month Traffic Measures – Voice and Data San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  23. Semi-Annual Traffic Measures – Voice and Data San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  24. Consumer Metrics – Total Reported Subscribership San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  25. Consumer Metrics – devices and users Based on sequential questions: • 265.3 mm total reported subscribers (overall survey) • 235.3 mm SMS-capable devices on data survey respondents’ networks • 246.7 mm data-capable handsets on data survey respondents’ networks • 237.1 mm web-capable handsets on data survey respondents’ networks San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  26. Consumer Metrics – devices and users Based on sequential questions: • 168 mm SMS customers on respondents’ networks • 88.8 mm MMS customers on respondents’ networks • 41 mm Smartphones & PDAs on respondents’ networks • 10.8 mm wireless-enabled laptops, aircards, & wireless modems on respondents’ networks San Diego, Oct 6, 2009 Source: CTIA Semi-Annual Wireless Survey

  27. What Has Changed? • We eliminated multiple revenue questions: • Enterprise Applications Revenues – discontinued • Messaging (MMS and SMS) Revenues - discontinued • Downloadable Content Revenues (total, as well as selected break-outs) - discontinued • Mobile Video Content Revenues – discontinued • We have added traffic questions (MB), and first machine-to-machine question San Diego, Oct 6, 2009

  28. How do the revenue questions currently read? San Diego, Oct 6, 2009

  29. Leadership Council Current Action Teams Camera Phone Code Scan Off Portal Mobile Content Mobile Advertising San Diego, Oct 6, 2009 WIRELESS 2009- Vegas

  30. Wireless Internet Caucus Code Scan Action Team • Presented by: • Athena Polydorou, CTIA-The Wireless Association San Diego, Oct 6, 2009 30

  31. Team Charter and Activities Goal: develop standards and assist development of a camera-phone barcode scanning market in the U.S. Published white papers, available at www.ctia.org/codescan: Code Scan White Paper (2008) Marketing Guide for Camera-Phone Based Barcode Scanning (2009) San Diego, Oct 6, 2009 31

  32. Recent Activities Team identified need for: Central Registry:Registration authority for the code scanning ecosystem primarily responsible for creating identifiers. Central Clearing House:Responsible for directing traffic, routing codes and enforcing ecosystem policies. In addition, the Clearing House will manage metadata and accounting data. Separate RFPs developed for the Registry and Clearing House with the intent to release Q3 2009 San Diego, Oct 6, 2009 32

  33. Current Status CTIA sought guidance on: Scheduling the release of the RFPs Feedback on the legal landscape/patent IP litigation Result: Insufficient carrier support to move forward with the release of the RFPs. San Diego, Oct 6, 2009 33

  34. Wireless Internet Caucus Off-Portal Action Team • Presented by: • Jeff Simmons, CTIA-The Wireless Association San Diego, Oct 6, 2009 34

  35. Objectives Ongoing, rigorous assessment of 3rd Party content providers compliance with Industry Best Practices for CSC-based services Improvement of industry monitoring system to enable better compliance with CSC Best Practices 35 35 San Diego, Oct 6, 2009

  36. Registry Improvements Implement a Standard Campaign Application (SCA) Includes All Fields required by all Mobile Carriers to Approve and Provision Mobile Campaigns Required Information in Consistent Format is Essential to an Effective Monitoring Effort – Tie Monitoring to Registry Registry Application Data Must Be Maintained and Kept Current Used to Monitor Compliance with Best Practices Missing or Incomplete Data May Prevent Lessee from Adding New or Renewing Existing CSCs 36 36 36 San Diego, Oct 6, 2009

  37. Campaign Brief Monitoring testing and tool enhancements Updated testing criteria to match MMA 4.0 guidelines New testing in place All front end carrier-specific tests now implemented Back end subscription renewal and billing checks now implemented Engagement among industry to enhance usability, standardization Improved interactive features for better communication Improved data search, organization, links to facilitate aggregator responsiveness Harmonization of tests, severity levels across carrier requirements 37 San Diego, Oct 6, 2009

  38. Partner connectivity and carrier comparison testing initiatives Ensured connectivity and successfully completed test drives with leading aggregators Aggregators able to access/evaluate their CSC data within tool Aggregators getting email alerts on ‘Red’ CSC violations Aggregators able to file protests and request re-tests – with supporting comments/attachments within tool Implemented content provider ‘view only’ access to data Now confirming equivalence to carriers’ internal programs Ensure all appropriate carrier monitoring criteria included in protocols Ensure proper interpretation of carrier monitoring criteria 38 San Diego, Oct 6, 2009

  39. Data exchange and API development to improve monitoring program Carrier approved CSC program data (via email) driving CSC testing queue New Registry data to also feed into CSC testing program; initially to provide accurate partner data, ultimately to speed up testing CSC monitoring data (identifying more serious ‘Red’ violations) to feed into Registry to provide enforcement mechanism Initial implementations email/FTP with API mechanisms to follow Aggregators now enabling CSC partner data updates via helpdesk/protest functionality (i.e., correct CP/agg) 39 San Diego, Oct 6, 2009

  40. In-Market Media Monitoring Selection and Implementation of Service Provider – April 2009 Refinement of Severity Levels for Violations of CBP Focus on Issues Significantly Impacting Consumers and Gaining Attention of Regulators and States’ Attorneys General 40 40 San Diego, Oct 6, 2009

  41. Next Steps Refinement of monitoring tests until industry and individual monitoring programs are indistinguishable Comparison testing by participating carriers and assessment of industry monitoring program Opportunity for individual carriers to begin decommissioning internal monitoring programs 41 41 San Diego, Oct 6, 2009

  42. Games Rating Initiative Mobile Content Action Team • Presented by: • Athena Polydorou, CTIA-The Wireless Association San Diego, Oct 6, 2009 42

  43. Current Initiative Implement industry’s November 2005 commitment to develop voluntary content classification standards and access controls for Carrier Content, as well as content access controls for the Internet Mobile Games is the first content type to be addressed Industry reached agreements with the top mobile game publishers and the ESRB on a ratings process for mobile games San Diego, Oct 6, 2009 43

  44. Current Initiative Planned announcement at CTIA Wireless 2009 that, beginning in Q4 2009, only games rated by the ESRB would be available for purchase on carrier decks Carriers committed to display the ESRB rating as part of the merchandizing of the game on the carrier’s deck and Web site Two issues arose to halt announcement: Off-deck/online app stores had not been considered The depth and breadth of online app store catalogs made extending the requirement to limit the mobile games they offer to only those rated by ESRB unrealistic San Diego, Oct 6, 2009 44

  45. Wireless Industry Outreach to App Stores On July 30th, Steve Largent invited CEOs of app stores to join the mobile games rating display initiative: Apple Google Handango Handmark No specific deadline was set for implementation from app stores; only the commitment to include games ratings • Microsoft • Nokia • Palm • RIM San Diego, Oct 6, 2009 45

  46. Wireless Internet Caucus Mobile Advertising Action Team • Presented by: • Jeff Simmons, CTIA-The Wireless Association San Diego, Oct 6, 2009 46

  47. Main Objectives of Team Charter Advertising Potential - $24 billlion by 2013* Various Challenges Result in Advertisers Merely Experimenting with Mobile Lack of common metrics, reporting methods Lack of common, consistent targeting data Lack of consistent inventory GSMA Success in Europe – Combined Carrier Working Group Strength in Numbers Unique value proposition in unified carrier group Efficient and effect growth Key Deliverables Measurement & reporting Targeting Advertising Inventory Address privacy concerns * - ABI Research San Diego, Oct 6, 2009 47

  48. Current Deliverables Standardized Mobile Metrics and Definitions Six metrics and definitions, measure effectiveness of mobile ads Common across advertising mediums, describe mobile audience CPNI / FTC Behavioral Marketing Compliant 3rd Party Ad Serving Terms & Conditions Rewrite of IAB 3rd party ad serve T&Cs for Internet Ads Adapted to mobile Pilot Launch and Ongoing Aggregation of Carrier Log File Data All carriers agree to move forward; AT&T, VZW to provide initial data Sprint, TMO to begin adding their data shortly San Diego, Oct 6, 2009 48

  49. Mobile Advertising Metrics & Definitions San Diego, Oct 6, 2009 49

  50. Ringback Copy Advertising Metrics Common APIs LBS Interoperability Spam Future Initiatives Leadership Council San Diego, Oct 6, 2009 50

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