Die Insights des TrendLab Telco Summits 2008

1. “It’s no longer a cell phone, but the
device formerly know as the cell
phone." Geoffrey Frost, Motorola
Results from the Berlin Telco Summit 2008

2. Another Telco Summit in Berlin.
>! 20 people from 12 countries representing 20 markets on 3 continents.
Spain, Italy, France, UK, Germany, the Netherlands, Switzerland,
Austria, Romania, Mexico, Chile and Singapore.
...plus Russia

3. A slightly different approach.
1. Country-Presentations
2. Discussion of Trends 3. Evaluation of Trends
4. Final analysis of
trends & challenges

5. Study: Telecommunication no longer is about
communication, but about enhancing and
improving people’s life.
Berlin Telco Summit - 8 weeks ago
Telco experts analyzing 20 different markets during a recent
summit in Berlin came to the groundbreaking conclusion, that …

8. The device…

9. “With leading service providers pushing
consumers to take up 3G services, handset
bundling will play an important role in
driving handset replacement and
upgrades to enable the usage of high-speed
mobile content and applications.”
Alayne Wong, Research Manager of Mobile
Communications Research, IDC APAC

10. The iPhenomenon: The iPhone accelerates
everything: 3G, content, service, business.
>! Ultimate example for a device that accelerates the development:
!! It is the 3G-accellerator, now that it is 3G-ready and more accessible in terms of
price.
!! Like the iPod, is is changing the way the market works in terms of revenues.
Spain: 200.000 people
signed up for a preferred
position in the selling line.
Out of stock in the first day.
Italy: Sales in the first
weekend peaked to 45.000,
putting Italy as third
market behind US and UK. Switzerland

11. The iPhenomenon: Soooo popular, not only
among consumer, but also brands.
UK: Carlings iPint, together with Chanel the first
iPhone-application from a brand.
Content- and service-providers
across the range are trying to get
“in” the iPhone, but even beer
brands are reacting with
applications like the iPint.

12. The iPhenomenon: Soooo popular, not only
among consumer, but also brands.
Germany: iBanking on the mobile internet that looks
like an iPhone-application.

13. The iPhenomenon: Soooo popular, not only
among consumer, but also brands.
Chile

14. Finally: Plug-and-play mobile internet.
Austria
France Bulgaria
Switzerland

15. Pushing 3G-services by adding
notebooks to the offer.
Switzerland:
Notebook + Internet
Germany: Sub-Notebook
+ mobile phone contract
for 200! from Vodafone
France: Asus by SFR

16. How will innovation change interfaces and
the way we use mobile devices?

17. Changing behaviors…

18. The mobile life of a
Japanese schoolgirl.
Source: Publicis Singapore

20. Social networking and
blogging are going mobile.
More than 10% of UK mobile phone users accessed
social networking websites via their handsets at least
once a month.
21 million UK mobile phone subscribers (of a total of
almost 48 million) belong to a social networking
website.
25% used their mobile phone to visit a social
networking website each month in the UK in the first
quarter of this year.
Source: Nielsen

21. Japan: Moba-ge - A 10 million network
that provides games, diaries, news,
avatars, messaging, chat and other
services.
Germany: akiaki
Asia: MTV + Motorola provides forum for blogging
for Motoalert members, Motoalert members can
express themselves via the Motoalert website
where a forum for mini blogs is hosted. Bulgaria: Mtel created its own
SNS
Japan: Prof – Social
networking site for
teenage girls to exchange
information and connect.
China: PangHuLu is a mobile RSS
reader and soon-to-be mobile
blogging platform. Tools to make
your favorite websites and blogs
easier to read via the mobile
phone.

22. User-generated “creativity” & content:
video-competition in Singapore
Singapore: competition Shoot-it, were you simply
shoot, post and of course, win.
Using the same music from that of the commercial’s it
allows consumers to create a 30 or 60 second video
as creatively as they possibly can

23. User-generated products & services:
DIY-communication.
Singapore: Products launched after the “You
deserve better”-campaign and feedback from
consumers: e.g. SunShare – sharing included SMS/
MMS and talk time with friends and family
Germany: Brand created from students for
students, based on a final thesis of a student at TU
Dresden, who analyzed communication needs of
university students.
Germany: Simyo-customers advising other (potential)
customers, in return for3! discount per sale.

24. Or “just” some voting…
Chile: Christmas promotion

26. email
video
call
send sms
camera
surf the
internet
music
on the go
send photos
or videos
watch TV
radio
video calls &
messaging
games
The mobile magic wand.
Plus: paying bills, banking, shopping, mobile
social networking, practicing religion…

27. “We are moving away from the
business of ears to the business of
eyes.”
Anssi Vanjoki, Nokia’s executive VP
…well, actually much more than that.

28. Connecting the “real” to the
mobile world: 2D-codes.

29. 29
Chile: Travel Agency.

30. France: Music Store.

31. Mobile TV, Film, Video…
Japan: Over 80% of Jaanese
mobile phone users have
watched video content on their
mobile in 2007.
Japan – Broadband videos on YouTube,
Qlick.TV, GyaO broadcasts movie contents
via mobile website.
Japan – One Seg TV: mobile
terrestrial digital audio/video
and data broadcasting service
in Japan.
India: Movie premier on mobile in India –
Bollywood films will now be made available to
all, on mobile phones.
Two short films by film maker Sanjay Gupta
“Zahir” & “Matrimony” were premiered for the
mobile medium. Starred more than 20 leading
Bollywood actors.

32. Philippines: TV and traffic information.
Subscribers get live broadcasts of the top 2 local
channels in the Philippines, even live video
updates of traffic situations in major highways.

33. Japan: Mobile Payment.

34. India: Mobile phone =
credit card and bill payment.
An SMS based payment service, which allows users
to use their mobile phone as a credit or debit card.
Ties up with accredited merchants to buy movie
tickets, flight/ train tickets, make payments, send
gifts, flowers, pay for bills, subscriptions, pay at
restaurants etc.
Linked to existing bank account (credit or debit)
Works even on the most basic mobile phone.
Now there is also GiftMate and BillMate
Using the mChek platform, Airtel users can
pay bills, transfer money or simply recharge
prepaid connections
When registered for this feature, the user
receives a six digit pin which is required for
all transactions.

35. India: “Mobile religion” – Siddhivinayak Temple
& Tirumala Tirupati Devasthanams.
The largest temple dedicated to Lord Tirupati which receives almost of
100,000 pilgrims per day:
A mobile collection box for donations & live web cast of prayers,
allows online booking of prayer sessions.
Tie-up with Reliance Communications to broadcast a 9 day religious
festival live over the mobile phone. The same festival was
broadcasted over the internet.
Most revered temples dedicated to the
elephant god – Ganesha.
Request for prayers via SMS, SMS alerts for
prayers, offer prayers online, visit the
temple online, make donations, etc.
Results: More than 10,000 prayers sent by
text message within a week, 4 million hits
on the online darshan facility.

36. Asia / Japan: Mobile phones
are fashion statements
Across Asia: Phone straps
Japan: Phone cover jackets in Tokyo
Panasonic collaborated with Japan’s
leading artists, such as Modern Art
artist Yayoi Kusama and nail artist
Michiko Matsushita, to create limited
edition jackets for its P904 series.

37. Pan-Asia: Premium Services for
High-Value-Clients
A partnership between 11 telco
operators in Asia to provide extra
privileges for their frequent travelers:
•! Concierge Service
•! Flat Rate Data Roaming
•! PrePaid Top Up Overseas
•! One Stop Mobile Travel Guide

38. Germany: Gaming.
Simyo is now offering free mobile
games. They are paid for by ads
which are inserted before and after
the game.
Simyo is providing more than 400
games for more than 1000
telephone models.

40. Meet, greet and feel the
brand in a flagship store.

41. UK: Orange and its “chic” boutique,
O2 and its service heaven.
Run “for the shopper’s advantage”. Gives the customers the opportunity to
interact with headsets and try them out. Located on Notting Hill means
that a lot of trade goes by each day. Boutique is purely exploratory with
no hard-sell strategy.
The store has O2 Gurus to help with any queries of requests the customers may have.
There to ensure the customers are happy and to give excellent customer service.
Have many interactive features including “interactive experience tables” such as:
music, photos, videos and games.
The new concept store in the O2 Arena was made for a space for customers to play
with the technologies.

42. Chile: Moviestar Experience Center.
Movistar Experience Center. An exclusive
space to interact with the brand.

43. Spain: Telefonica & Moviestar Flagship Store.
First and only flagship store in Spain. The flagship
was presented the day the iPhone 3G was launched
as a symbol of a new and more innovative
Telefonica.

44. Brand venues and “spaces”.

45. UK: The O2 Arena in London: Already among
the most popular venues worldwide.
Venue City Ticket Sales, 2007
1 Manchester Evening News Arena Manchester 1,245,196
2 Madison Square Gardens Arena New York 1,230,433
3 O2 Arena London 1,209,376
4 Wembley Arena London 901,778
5 Air Canada Centre Toronto 670,255
The O2 Arena is ranked third,
but has only been in operation
as a venue since June 2007.
Source: Pollstar, January 2008

46. Germany: The O2-World offers attractive
benefits for customers, and experiences for all.

47. Spain: Moviestar espacio.
Movistar has opened a mega-space
in Barcelona where all
sorts of entertainment events
take place, especially around
music, arts and technology.
With this, they aim at the
younger targets, having a
continuous flow of top-notch
singers all year round.

48. Creating and thus owning
content & events.
Not sponsoring it.

49. UK: O2 Wireless festival.
O2’s Wireless festival in London’s
Hyde Park established in London
as the festival of choice in the city
occurs soon after Glastonbury,
often with some of the same acts.
Festival established in 2005 with
Live Nation: a brand building
exercise for O2; underlines the
brand’s commitment to music and
events, alongside the O2 dome in
London.

50. Argentina: “Personal Fest”
Personal created a music festival,
the “Personal Fest”.

51. Mexico: Telcel created the biggest
rock talent contest.
Telcel created a contest to find the best rock band in
Mexico. This was the way to connect with a target which
was rapidly moving to competition.
It was a big success:
The biggest musical contest in Mexico.
7000 bands subscribed.
75 M visits to the blogs.
More than 900.000 new clients in 4 months.
All partners want to participate in this next edition.

53. Understand themselves as “life
improvers” means…
>! Telecommunication should be less about products, and more about people.
>! Telecommunication providers should under stand themselvesv as “life improvers”,
who
simplify, enrich and improve peoples life.

54. What does it take to become a „life improver“?
Being ultimately “people-centric” by
building technologies, processes,
products and services around peoples
lives.

55. Communication is a need for everybody,
including those with little money to spend.
India: Small credit of 10 Rupees for prepaid-users called
“Chota” which is the term for small credits people
sometimes get in shops. The offer also includes small
recharge-amounts.
Indonesia: Making communication affordable.
Chile: SOS-top-up for pre-paid customers,
that will be deducted from next recharge.

56. Connecting people in less-developed,
rural corners of the world.
CCOOPY ANNAALIISSIS
ANUNCIANTE: Digitel
PRODUCTO: La Rumba Móvil 412.
DURACIÓN PIEZA/SOPORTE: Prensa
FECHA AL AIRE: 10/2007
Mensaje/Titular : La Rumba Móvil 412 llegó a Barquisimeto del 19
al 21 de Octubre.
Concepto/Reason why: Digitel invita a una estación de tecnología,
donde muestra lo último en nuevos equipos y planes.
Estrategia asumida: Informar sobre la nueva estación de tecnología y
los eventos que se realizarán en Barquisimeto.
Target: Hombres y mujeres clientes y posibles nuevos clientes de
Digitel.
Venezuela: Digitel has hired a bus which
goes all around the country . It offers the
same services, handsets, etc. as a
traditional shop.
In order to make noise wherever it goes,
Camila Canabal (a very famous actress)
Indonesia: Ceria is a brand for has a little introduction show..
rural, low-income target groups.
It was launched – and also
distributed – through a road
show with sales-people and a
mobile point-of-sale.

57. Being accessible – in terms of distribution.
Mexico: Telcel has developed many
channels which have been strategic
for its growth and penetration. No
other brand has so many points of
sale as Telcel. Today the pre-paid
service is sold in:
-! Streets
-! Door to door
-! Self-services
-! Convenience stores
-! Departmental stores
-! Shoe shinning booths
-! Flowers stands

58. Simplify telecommunication. Most of all: Tariffs.
Austria: In a very humorous way, bob
addresses the fact that we feel tricked
by telco companies – most of the time.

59. Mobile phones as a “safety device”
for parents and children.
Bulgaria: Cheap phone calls to
parents number.
Germany: Mobile phone
as your kids “life saver”.
Japan: Tracking your kids
on their way to school.
Bulgaria: Mtel Mobile Eye –
Spying with a video camera. In
your kids room, or surveillance
of your misbehaving pet.

60. Helping with minor, but very
common problems in life…
Dinner???
Japan: Cook Pad – Free mobile service for
searching recipes from a collection of 300,000.
3.5 million visitors and over 200 million PV per
month.

61. Building products around people.
“Mobile vampires”
Day for sleep, night for
talk! All talks at night
are free!
“Children’s”
New tariff for parents’
calmness. Low prices for
calling mom and dad.
Collecting bonuses for
incoming calls.
“Mobile pensioner”
Low price for calling 5 favourite
numbers. 20 % discount calling
from the countryside. All
incoming calls are free,
Russia: Beeline segmented their
products according to their
clients lifestyle. And added a
little fun.
“Mobile mother”
Special WAP-portal
for mothers.
Hot line for consulting
with childrens expert.

63. Where will revenues come from in the future?
Austria: Between ! 19,- and ! 25,- for unlimited calls to all
operators. Up to 1000 SMS per month included. Introduced by
T-Mobile now each operator offer such tariffs.

64. Gaming?
Services?
Music?
Videos?
Advertising?
M-Business?
M-Payment?
Information?
Entertainment?

66. Green?

67. How about commuting vs. communicating?

68. How about all those handsets?
In Europe, 794 million phone users
replace their handsets every 18
months - that's 500 million
phones a year.
Source: Regenersis

69. Social?

70. “It is very difficult to sit in Europe and
imagine how important a mobile phone can
be for people in Bangladesh. I have seen
how mobile phones are changing people’s
lives for the better, and the Internet can do
the same.”
Erik Aas, GrameenPhone’s CEO who is Norwegian
and has worked in Bangladesh for two years

71. Communication is powerful.
Thus telecommunication
companies really could make
the world a better place.
A little bit.
Indonesia is a country embracing diverse religious freedom
and peaceful dialog.
XL layanan religi is an online service provided by
Excelcomindo to promote religious understanding and
information regarding various issues.
Currently, it is available for Islam, Christian and Hinduism.

72. To be honest, there is room for more…

74. UK: O2 got it right: Customer
centrism, simple products,
owning venues & content…
...almost as loved as the iPod.

76. Thank you for your attention!