3G/UMTS Router Go-to-Market Training & Development.

3G/UMTS Router3G/UMTS RouterGo-to-MarketGo-to-Market

Training & Training & DevelopmentDevelopment

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Proposition Overview

Introduction

Competitors

INTRODUCTION

3G/UMTS Router 3G/UMTS Router

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Vodafone’s Vision:Our Vision is to be the world’s mobile communication leader – enriching customers’ lives, helping individuals, businesses and communities be more connected in a mobile world.

Today, we'll study a new addition to Vodafone's data proposition portfolio that extends the use of Vodafone Mobile data card (VMCC) from individual to group connectivity:

3G/UMTS Router, a mobile data proposition

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Primary Objective:

The 3G/UMTS Router proposition aims to satisfy connectivity needs for efficient and effective mobile and remote team working.

It enables the creation of a working environment where everyone contributes actively in real time, wherever they are, without wires!

Vodafone is collaborating with Cisco/Linksys on the 3G/UMTS Router solution for remote/mobile teams to share connectivity.

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PROPOSITION OVERVIEW Market Trends

Today, in the global marketplace, there is a growing demand for mobile communications.

The results-driven business environment requires an increasing number of enterprises to send teams to work directly with their customers.

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Market Trends

The 3G/UMTS Router solution makes multi-user wireless connectivity possible, enabling a team to work as effectively and efficiently away from their desks - as they can in their own office!

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PROPOSITION OVERVIEW Market Trends

The 3G/UMTS Router is a joint solution that is consisted of two individual hardware devices:

1. Vodafone Mobile Connect 3G/UMTS data card (VMCC) – provided by Vodafone.

Benefits:Access to corporate network, email, etc. that an employee

would rely on in his/her officeConnect at high speed

Choose how and when to work**Dependent on network coverage

2. Linksys Wireless – G Router for 3G/UMTS Broadband – developed by Linksys, a division of Cisco Systems

Benefits:The router allows mobile work teams to share a single 3G/UMTS connection

using the VMCC.

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Cisco/Linksys Introduction

Linksys is a division of Cisco Systems, Inc., the world’s leading home networking company.

Cisco/Linksys is working with Vodafone on a long-term collaborative roadmap. The 3G/UMTS Router solution is the first deliverable.

Cisco’s successful experience and market recognition together with Vodafone’s reliable worldwide infrastructure, network coverage and leading brand name, guarantee a successful collaborative product launch into the global marketplace.


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3G/UMTS Router Features and Specifications

3G/UMTS Router key features:

• Supports the latest WLAN standards.

• Wirelessly connects multiple devices (optimal performance over 3G/UMTS is 4-5 devices).

• Provide wired connection for up to 4 devices .

• WLAN coverage is up to 30 meters.

• Protected by the latest security technology.


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The 3G/UMTS Router solution offers the following services:

• Shared access to the 3G/UMTS network.

• Secure access to personal office applications: corporate intranet, e-mail, internet, corporate applications, etc.

• Private local network for multiple users: allows local file sharing, team member communication and connection to peripheral devices (e.g. printer).

• Emergency Back Up: If fixed network connection is lost, 3G/UMTS Router can connect and restore Internet connection over the 3G/UMTS network

PROPOSITION OVERVIEW 3G/UMTS Router Features and Specifications

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How does the 3G/UMTS Router access Vodafone’s network and how do mobile workgroups connect to

the 3G/UMTS Router?

PROPOSITION OVERVIEW 3G/UMTS Router Features and Specifications

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COMMERCIAL APPROACH Target Customer Segments

The 3G/UMTS Router proposition is designed for business teams on the go, from the largest multinational to the

smallest SME.

The 3G/UMTS Router’s primary target segment is made up of all business segments with remote or mobile business teams:• Global Accounts• Corporate Accounts• Small and Medium Enterprises (SME)*• Small Office & Home Office (SOHO)*• Self Choosers for Work

*Special focus dedicated to these segments.

Additionally, Vodafone intends to serve:• The Consumer Market (e.g. vacation homes, beach,

among family & friends, etc.)

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The most important usage scenarios that will benefit from the 3G/UMTS Router solution are the following:

Portable Office: for business service industries (e.g. accountancy, consulting, legal, construction, engineering, etc.).

WLAN fallback for all businesses likely to use WLAN as primary connectivity.

IT back-up: Pool/rack of 3G/UMTS Routers kept as backup for the fixed LAN network.

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Identification of potential customers.

Here are some questions that we should ask our customers to assess their needs:

• In your business, do employees work together out of the office?

• Do employees need shared remote access in order to accomplish their tasks and be able to access the internet, corporate intranet, share data, send/receive e-mails, access corporate applications etc.?

• If your employees travel frequently, do they always work in the same destination or does the work destination vary according to project / business needs?

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Customer NeedsCOMMERCIAL APPROACH

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Identification of potential customers.

Here are some questions that we should ask our customers to assess their needs:

• When employees work together out of their offices; generally, is it difficult for them to access traditional connectivity solutions (such as ADSL) as a group?

• Would you benefit if you and your team could work as efficiently out of the office as you can in the office?

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COMMERCIAL APPROACH Customer Needs

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The 3G/UMTS Router solution offers significant benefits, specifically to mobile and remote work

teams.

Benefits to Customers

Key benefits to the customers:

• Freedom: it’s portable, easy to set up, and provides access to multiple users.

• Flexibility: shared group access, multiple means of connection, and supporting multiple devices.

• Security: proven technology, low IT support, and compliant with current standards.

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• An opportunity, to broaden the usage of 3G/UMTS technology through mobile and remote business teams.

• Greater market penetration.

• Vodafone can explore profits in various market segments by:

Exploiting the large installed base of WLAN-enabled devices.

Extending the effective coverage of 3G/UMTS.

Key benefits to Vodafone:

COMMERCIAL APPROACH Benefits to Vodafone

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CompetitorsCHANNEL AND SUPPORT


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CHANNEL AND SUPPORT Routes to Market

The joint go-to-market strategy is to sell this solution via Cisco/Linksys and Vodafone’s indirect sales channels as well as by Vodafone Direct Sales.

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In each country, a distributor bundles the two devices (Wireless – G Router for 3G/UMTS Broadband and VMCC) and provides the solution to the following channels who then sell to their customers:• Value Added Resellers• Independent retailers• e - tailers

Once the 3G/UMTS Router solution reaches the customers, the total hardware price will be made up of:

• The Wireless – G Router for 3G/UMTS Broadband• The VMCC

CHANNEL AND SUPPORT Routes to Market

Vodafone’s Direct Sales Force would buy the Linksys Wireless – G Router for 3G/UMTS Broadband from a distributor, bundle it with VMCC, and sell to their customers.

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The structured support model enables customers to receive the product and technical support they require.

CHANNEL AND SUPPORT Service and Support Model

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First line assistance provided by:

• Resellers/VAR partners

• Vodafone’s Business Call Centre Agents

• The responsibility split between Cisco/Linksys and Vodafone is in line with their respective areas of expertise.

• When expert technical support is necessary, Vodafone’s 3G/UMTS Router support team will intervene for service support and Linksys´ EMEA call centre for product support.

CHANNEL AND SUPPORT Service and Support Model

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CompetitorsCOMPETITORS


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The 3G/UMTS Router solution competes with three different types of competitors:

• “Mobile Competitors”

• “Product Competitors”

• “Fixed Connectivity Competitors”

COMPETITORS

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Mobile competitors: 3G/UMTS data cards

• The 3G/UMTS Router solution allows shared access to the 3G/UMTS network and facilitates the creation of a private local network.

• A data card in a laptop offers a 3G/UMTS wireless connection to a single user.

COMPETITORS Mobile competitors

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COMPETITORS Global Product Competitors

GST 3G Wireless RouterGST 3G Wireless Router

PX30PX30

Freedom Box 200G™

Merlin Card(s)™

Ovation™ Family of 3G Multimedia

Freedom Box 200G™

Merlin Card(s)™

Ovation™ Family of 3G Multimedia

Junxion Box™JB-110b Junxion Box™JB-110b

Residential Internet access service with WiFi connectivity and 3G backhaul

Residential Internet access service with WiFi connectivity and 3G backhaul

Lancom UMTS/VPN

Option RouterJB-110b

Lancom UMTS/VPN

Option RouterJB-110b

Global Product Competitors

Key differentiation points between the 3G/UMTS Router solution and other competitive offerings:• Joint Brand Recognition• Pricing• Functional Benefits

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Fixed Connectivity Competitors

Fixed Connectivity Competitors: ADSL routers • The 3G/UMTS Router is a cost-effective and

portable solution that supports multiple access bearers.

• It’s quick and easy to set up, just plug in and go. Minimal IT support is required.

• 3G/UMTS technology offers connection speeds of up to 384 Kbps.

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Consulting and Auditing Companies with mobile and remote workgroups:

In consulting and auditing companies, many employees are involved in teamwork and usually work away from their offices, presenting a business proposal, working at a client, etc.

These employees need to be able to access their corporate intranet for documents, send e-mails and access databases for specific information. In many cases, it is difficult to access a fixed network.

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Events and Fairs:

Companies that attend an event typically access fixed connectivity resources (for example, an ADSL line provided by the organization).

Many events take place in out-door environments where it is not possible to access a landline. The 3G/UMTS Router in this case can provide a simple-to-install and portable alternative for connection.

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Construction Companies:

Over the course of a project, surveyors, architects and engineers visit the site equipped with laptops. Connection is used to allow site management to access email and download information from the company network.

The 3G/UMTS Router is easy to setup in this environment providing instant access. Additionally its portability allows site management to remove it, if required, for security reasons.

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Hospital industry:

Emergency staff typically work in places where they cannot access traditional connectivity solutions.

They could benefit from the 3G/UMTS Router solution due to its portability and instant access.

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Events Planning, Media and Location Companies:

The 3G/UMTS Router solution provides connectivity to professionals involved (journalists, etc.) This includes Sport events, concerts, parties, for journalists and events staff.

Also includes film location companies who manage location sets of a film that need to provide access to the filming staff.

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Hotspot:

The 3G/UMTS Router could be a “low cost hotspot”, i.e. when DSL is not available, hotspot operator can use 3G/UMTS network to provide access to its customers.

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3G/UMTS Router Go-to-Market Training & Development.

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