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3G ve Mobil Telekom Sektörü’nde Servis Odaklı Yaklaşım Cenk KÖZ Ekim 2008

3G ve Mobil Telekom Sektörü’nde Servis Odaklı Yaklaşım Cenk KÖZ Ekim 2008. Increase revenue & profit through a variety of content options. Content. Revenue currently derived from infrastructure business. Content. Portal. Portal. Infrastructure. Infrastructure.

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3G ve Mobil Telekom Sektörü’nde Servis Odaklı Yaklaşım Cenk KÖZ Ekim 2008

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  1. 3G ve Mobil Telekom Sektörü’nde Servis Odaklı YaklaşımCenk KÖZEkim 2008

  2. Increase revenue & profit through a variety of content options Content Revenue currently derived from infrastructure business Content Portal Portal Infrastructure Infrastructure Integrated multi-play operators’ vision Expand Services & Revenue Shift in revenue & profit sources

  3. Transforming the Business Model • With introduction of flat rates, competition takes place between offered value • Advertising financesbetter services and drives up usage • Advertising is a financing method to reduce costs and the MNO bottom line • Significance of user revenues diminishes • Transactional revenues (follow-up on advertising) present a further significant opportunity Skimming the Market vs. Reaching Out Price Telco Maximum price,few users Media Max. user base, low or zero cost Number of Users/Usage

  4. blyk + Service revenues Pay Services + Ad revenues Ad-funded Create market FREE Different approaches from operators and service provider to create market and generate revenues

  5. Blyk: giving teen end-users what they want • Advertising to fullfill a neednot only comercialize or sell • relevant • interactive

  6. More than 10 percent of Virgin Mobile USA's 4.88 million customers signed up for ``Sugar Mama'‘ program Free phone minutes in exchange for viewing ads or answering surveys Source: BLOOMBERG - 06/12/2007

  7. 3G Stratejileri

  8. Market Overview Mobil Penetration Market player 3G service launched since... Mar 2003 United Kingdom Mar 2003 127% Italy Launch dates: ItalyUK 3: March ’03 3: March ‘03 TIM: June ’04 Vodafone: Nov ‘04 Wind: Oct ’04 Orange: Dec ‘04 Vodafone: Nov ’04 O2: Feb ’05 TMobile: Oct ‘05

  9. No differentiation between 2G and 3G services • Aims to grab market share • Exploits cost saving efficiencies of 3G • Used to stimulate churn • Focus on multimedia capability • Aims to grow 3G usage • Consumer focus • Stimulates interest in data services Multimedia Cheap Voice • Gradual migration to 3G • Typically no 3G greenfield in the market • 3G terms not used to promote service • Aims at consistent brand message • Fixed or mobile broadband • Business user focus • May be boosted by poor broadband infrastructure Broadband Low key migration Generic 3G Strategies

  10. Mobile video company Video calling The leading mobile music provider Focus on content bundling Cheap voice Multimedia Low key migration Broadband Alternative mobile operator Low price on voice call offering High-speed Internet access DataCard with Skype starter pack Development of Hutchison’s 3G Strategy (2003-2007)

  11. ’3’ Used a Double Approach to Gain Share… • ‘3’ promoted 3G services on the media using “Video” for positioning, and generating a strong commertial push with handset subsidies and a “cheap voice” strategy ´3´ vs Vodafone – Consumer prices (tariffs) ‘3’ Market share (%) % of subscribers -13% -17% -31% -35% -33% UK Italy 2004 2005 • As a 3G startup in 100% penetration, ‘3’ began using a “Cheap voice” strategy to grab share • The low voice tariffs have been combined with heavy device subsidies and number portability used to promote service • Through low prices, ’3’ has achieved high ARPU and a market share >5% in 1 year • ‘3’ has consistently undercut Vodafone’s prices throughout 2005 by ~15%-35% • ´3´ offers both prepaid and postpaid price plans including free on-net calls • Prior to this period ’3’ promoted low tariffs in Sweden • *Comparison based on UK, Italian and Swedish markets, on a user profile calling 120 voice min per month, 20 video min and some messaging Source: Merrill Lynch

  12. ‘3’ ARPU Country average ARPU 70 56 60 52 50 50 42 40 36 34 30 30 27 30 19 20 10 € 0 Italy UK Austria Sweden & Australia Denmark … Among high ARPU customers… 3’s strategy attracted Heavy Users – bringing in voice minutes, and increasing it with 3G data growth throughout all markets in which it entered Source: Hutchison, EMC database, Jun 05

  13. … and then began Repositioning to ”Multimedia” After 2 years ’3’ began to change its positioning from ”cheap voice” to ”multimedia offering” and still drives the European 3G uptake 3G subscribers as share of Country subscriber base (March 2006) 11% Cheap voice Multimedia offering - Subsidies -Tariff Discounts + VAS offers 7.5% Low key migration Broadband 2.7% 2.5% 2.2% % of subscribers 3G subscribers as share of Operator base (1.5-2 years after launch of 3G services) Cheap voice Multimedia offering % of subscribers 4.8% 3.4% Low key migration Broadband 2.7% 3.0% 2.0% 1.3% O2 1.0% Vodafone’s 3G strategy cost less in Ebitda margins and granted leadership where ’3’ was not present Note: Based on Q1 2006 data Source: Informa, inCode analysis

  14. In UK 3 has highest data ARPU with most aggressive data tariff. Good news on data ARPU development in UK (€) Source: Operator homepages, Sep 07, most aggressive tariffs

  15. The most successful mobile community so far?

  16. Several Video Services Support 3’s Positioning Videoblog from 3 Italy Home Watch 3 Hong Kong Jukebox from 3 UK Video Portal: streaming and downloads VideoCall Blog for recording and seeing Remote VideoCall Webcam

  17. HomeWatch Service From 3 Hong Kong • HomeWatch enables 3 customers in Hong Kong to view their home or chosen place [HomeWatch Point] while on the move by using their 3 videophone to connect through the Internet to a web camera • At the beginning was Monthly subscription is €1 per WebCam or €3 for up to 10 cams – (Now has no fee, only the video call charges) • Video call minutes will be counted when using HomeWatch • System requirements for webcam: • Broadband Internet connection with True IP address • Microsoft Internet Explorer and MS NetMeeting • Sound card + microphone & speakers • WebCam or camera + Windows video capture card • Nokia is currently developing a “mobile surveillance” solution connecting the user’s mobile phone to a remote 3G phone Sources: www.three.com.hk

  18. 3 Hong Kong Video Conference • 3 Hong Kong introduced 3G video conference on demand • Using their 3G video mobile phones, up to four 3's customers can participate in a video conference at any time, from Hong Kong or different parts of the world • The power of this service will be demonstrated in 3 Hong Kong's new TV commercial series • The 3G video conference service is available at only HK$35 (€3.67) per month • Video call minutes calculated based on the duration of the call • IDD charges apply to video conference calls made to 3 customers overseas • Video roaming charges apply to video conference calls made from overseas • Main Source: www.three.com.hk

  19. 3G VideoBlog in Italy • Mobaila and 3 Italy have launched a VideoBlog for 3G mobile phones • The VideoBlog – mix of a video diary and a personal magazine – is extremely easy to use, since users can access it with a simple Video Call • By placing a Video Call to the short code number 4380, it is possible to reach an interactive menu • Users can navigate the menu using the phone, with the options of watching a particular VideoBlog or recording a new video message that will be available to everyone who accesses the service • The service features bloggers such as “Elio e Le Storie Tese”–the most popular Italian group of the last 25 years and other VIPs • Main Source: www.3gnewsroom.com

  20. Planet 3: Video Streaming & Download Portal • Music is a top selling video content: In 2005 ‘3’ UK and record company BMG launch music video jukebox, for streaming music videos to the mobile: +10 million music videos watched in 6 months. • Regional Content: in Italy “La Tua TV” Portal has streaming of shows like “Big Brother” and Download Videos of local and adult content. UK and Hong Kong have local video content for sports, news and entertainment • Video Strategy with DVB-H: In 2006 Video strategy is divided in two lines: Broadcasting moves to DVB-H with small base of handsets; and Download for most videos (reusable content) • Pricing Model: Mobile TV evolved from “time” to “content packages” as the Cable TV experience (adult content with most premium pricing), and Downloads payed “per event”.

  21. LBS services - Boost Mobile US: Loopt • Location based social network, also available for Sprint subscribers • Based on GPS • Friend finder, chat, information sharing and picture taging • Free http://www.nextel.com/en/services/gps/sprint_navigation.shtml

  22. “I do not need it” • Pro-active needs discovery at PoS, TV etc • Ease of access and in use for consumer • Content quality of key importance • “It is too expensive for me” • Free trials stimulate usage • Simple and attractive pricing is a must Cool Package ! • “I can not benefit from it” • Proven value for money argumentation • Ensure high quality of service Top 3 challenges for new service adoption (end-user viewpoint)

  23. Conclusions • Understand: end-user motivation is the key for any successful service • Bundle: end-users are attracted to bundled services which best reflect their lifestyle and consumption patterns • Example: Business Bundle with email push and wireless broadband • Focus: improving the quality of life and providing value • Example: Wireless Broadband in rural areas, Internet on the move • Simplify: flat rate and simple charging will stimulate usage • Manage: end-user experience that matters the most • Explore: communities will be the most important service in the future • Consider: advertising business model is picking-up

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