Sirous Kavehercy Mobile Monday Russia 3G Services

Copyright © Acision 2007. All rights reserved.

3G SuccessShift From Technology To User

22 October 2007

Sirous KavehercyMarket Development DirectorEurope, Russia and Africa

Copyright © 2007 Acision. All rights reserved.

Agenda

• Acision• Learnings Of 3G• Operator’s Role• 4 Steps To 3G Success


June 2007

Telecom Products


THE Messaging Company

Experts In Mobile Data Services

• Text Messaging• Multimedia Messaging• IP Voice/Video Messaging• Converged IP Messaging• Mobile Internet• Mobile Advertising• Intelligent Charging


Track Record In Innovation

• First Commercial SMS Message (1992 Telenor)• First Interactive SMS Television Show (2000

Germany)• First Commercial MMS Message (2001 Telenor)• First 3G IP-based Messaging Solution (2002 H3G)• First I-Mode gateway outside Japan (2003 KPN)• First Commercial 3G VideoMail Service (2003 H3G)• First Real Time Subs Behavioral Analysis Solution (2007)


Learnings Of 3G


3G Promise (1999 – 2000)Technology Benefits• Offer More Speed

User Experience • Real Mobile Internet • New Media Rich Applications

Business Benefits• Mobile Operator To Become Media Player• Increase Traditional Service Revenue• New Revenue Streams For The Operator

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3G Reality (2001 – 2003)Technology Benefits• Networks Coverage Poor, Speed Slow

User Experience• Limited 3G Handsets Availability• User Experience Was Disappointing• Lack Of Compelling Services

Business Benefits• Role Of Media Player Did Not Materialise • Operators Marketed Technology Instead Of

Services • Conflict In Operator KPIs

• Acquisition And Up Sell


3G Evolution (2004 – Now)Technology Benefits• Coverage And Speed Improved

User Experience• Better Handsets And More Choice Is Available• Content Is More Appealing• Service Bundling And Flat Fee Are Introduced

Business Benefits • Data Architecture Is Seen As Key

• SDP/Content Management Is Not Enough• Interoperability Agreements Are Essential


Operator’s Role


New Operator: Customer Centric

2nd Wave(2G)

MobileServices

2nd

MobileServices


Operator’s Business Model?

MediaPlayer

Access ProviderAccess Provider


Providing Access Is A Unique Value

• Not The Same As A Low Value Bitpipe!• Access Is Essential To User Experience• Mobility Is Required For Convergence

To Succeed As An Access Provider Operator Must Be In Control Operator Must Be Able To Differentiate


4 Steps To3G Success


1.Complete Video Calls2.Mobilize The Internet3.Know Your Customer4.Simplify Payments


1. Complete Video Calls


2. Mobilize The Internet


Add Value In Open Internet

1. Optimise User Experience

2. Control Browsing & Access

3. Enable Communities

4. Monetise Clarity of Pricing


3. Know Your Customer


Increase Customer Loyalty • Behaviour • Lifestyle

Characteristics

• Brand Preferences

• Personal Interests

• Consumption Patterns

Achieving Customer Centricity


4. Simplify Payments


Match Customer Needs


Sirous KavehercyMarket Development DirectorEurope, Russia and Africa---------------------------------------------------------Mobile: +31 65252 6222Email: [email protected] Website: http://www.acision.com Skype: sirous.kavehercy

mailto:[email protected]

http://www.acision.com/

Sirous Kavehercy Mobile Monday Russia 3G Services

Technology

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