MaximaTelecom presentation for UITP MENA Transport Congress & Exhibition. It took place in Dubai from 23rd to 25th April, 2018. MaximaTelecom is a high-tech company specializing in development and commercialization of Wi-Fi networks in public areas.

1. 23 April, 2018
Dubai, UAE
From connected transport
to digitally connected citizen

2. 2
Moscow is a world leader in wi-fi use on transport
46%
Moscow citizens
opted to connect
to Wi-Fi during last
transport journey
2 times
as often as in London, New
York, Sydney and Hong Kong
Source: Ernst&Young research
One of the highestrate
of user satisfactionon
Wi-Fi use in the world
The most convenient wi-fi: 3/4
users easily connect to the network
74%
Moscow
40%
London
52%
New York
57%
Sydney
45%
Hong Kong 1,5-2 times more
MaximaTelecom proves its business model
to be the most successful
Revenue per connection
Number of connections Revenue
Revenue per connection
Russia
(Maxima
Telecom)
China
(SGV)
Highly efficient monetization model
$
USA
(Boingo)
The world first metro
system with 100%
connected trains

3. How to make the Moscow passenger happy and connected

4. 4
Ambitious aim: free Wi-Fi on metro trains
Unique and proprietary
solution stack
Without any public
funds
Less than a year
from start to launch
The world first metro system
with 100% connected trains
5,500
Wi-Fi APs
660km
fiber
14,900
active network
elements
12 metro lines
7,5M daily ridership

5. 5
Outstanding results in first years
500M
Connections
1.4M
Connections per day
Biggest Wi-Fi
in Europe
by the number of
connections
Named the best
transport
project by
Moscow citizens
”The Active citizen” poll, 2015
Named best in
the world city
Wi-Fi project
WBA, San Jose, 2015
Connection speed
up to 100 Mbps
First in the
world free
high-speed Wi-Fi
on the underground
trains
2014 2017
1.2B
3.2M

6. Citizens appreciate new Media and digital services

7. 7
Media portal with valuable information for passengers
Search and
information bar
News categories
with carousel
Portal menu
Breaking news
and notifications
The Wi-fi network is both a communication channel and monetization vehicle$
Breaking news
Widgets for
partners’ projects
Targeted RTB
banner

8. 8
A Passenger can do a variety of things while on train
Learn about
maintenance
works
schedule
Book a table
in a restaurant
Top-up Troika
transport card
Discover
the most
interesting
events
Check
weather
forecast
Shop online

9. 9
Branding
Authorization page Video Graphical Portal formats
Full-screen banner Portal
х2 х2
Maxima’s mobile advertising clutter
Connect
Turn off advertising
We also run ads
Using its own advertising network Maxima generates more
than 8 billions impressions of its mobile inventory annually

10. Insights on passengers’ demographics and interests

11. 11
Audience profile as seen through deep analytics
10-17
18-24
25-34
35-44
45+
4%
31%
13%
8%
43%
54% 46%
W M
Demographics
91% social
networks
78%
messengers
64% listen
music
43% watch
video
Top digital activities
Apple
Samsung
Xiaomi
Huawei
Sony
46%
16%
4%
4%
9%
Interests
Age
Gender
Knowledge about passenger helps to:
• Run precisely targeted ad campaigns
• Choose appropriate segments for
tailored notifications
Top-5 device brands

12. 12
Allocation depending on transport
Thousand people
Use case: insights on Passengers' behavior helps to plan Load
Fan quantity on stadium and nearest areas from 15:30 to 22:30
Thousand people
Metro
MCC
Auto
& taxi
Walk
Ground
transport
Shuttle
Arrival Departure
59,2 59,2
38,0
(64%)
17,0
(29%)
2,1 (4%)
1,2 (2%)
0,6 (1%)
0,4 (1%)
35,5 (60%)
13,7(23%)
2,0 (3%)
2,4 (4%)
3,2 (5%)
4PM3:30PM 9PM8PM7PM5PM 6PM
0:3 End of the
match
(8:45)
Match started at 7PM
(8:20)
Visitors started to arrive 3.5
hours before the match (9:30)
10PM
9,7
(16%)
15,1
(26%)
5,0
(8%)
57,4
(97%)
6,2
(10%)
16,9
(29%)
23,2
(39%)
59,2
(100%)56,2
(95%)48,5
(82%)
35,3
(60%)
59,2
(100%)
59,2
(100%)
33,5
(57%)
42K (71%) fans left
stadium by 21:30
(45 minutes after the
end of the match)
• Metro and Moscow Central Circle were the most popular means of transport to reach stadium (~95% of visitors used them)
• Visitors started to arrive from 3:30PM and it took about 3.5 hours to gather. They started to leave stadium at about 8:45PM
• 42K (71%) fans left stadium by 9:30PM (45 minutes after the end of match)

13. 13
Aeroport 6%
Dinamo 6%
Kuznetsky Most 6%
Pushkinskaya 5%
Sokol 4%
Voykovskaya 3%
Prospekt Mira 3%
Barrikadnaya 3%
Ulitsa 1905 Goda 3%
Belorusskaya 3%
Begovaya 3%
Kiyevskaya 3%
Novoslobodskaya 2%
Marksistskaya 9%
Ploshchad Ilicha 8%
Paveletskaya 6%
Kolomenskaya 6%
Teatralnaya 4%
Kashirskaya 4%
Novokuznetskaya 4%
Krestyanskaya
Zastava 4%
Tretyakovskaya 4%
Sretensky Bulvar 4%
Mendeleyevskaya 20%
Chekhovskaya 20%
Savyolovskaya 12%
Tsvetnoy Bulvar 11%
Borovitskaya 8%
Timiryazevskaya 5%
Timiryazevskaya 5%
Petrovsko-
Razumovskaya 5%
Polyanka 3%
Serpukhovskaya 2%
Data from MT_FREE allows to analyze mixed-mode commuting
Odintsovo
13
Belorussky
Railway
Station
Podolsk
10
Kursky
Railway
Station
Lobnya
10
Savelovsky
Railway
Station
50% 52% 90%
From the suburb to 13 metro stations From the suburb to 10 metro stations From the suburb to 10 metro stations
A single SSID overarching the whole network allows to augment and verify the passengers flow metrics

14. Reaching the right audience with the right message
is valuable for both: the city and the recipient

15. 15
Communication with target audience VIA wi-fi
Landing Communication
Full screen banners and notifications on the portal
Reaching the right audience with the right message is a valuable for both: the city and the recipient
Result
68%
Message was appreciated
by most of recipients
41%
Almost half of the TA
received information from
Wi-Fi.ru and social
netwroks
81%
4 of 5 fans were satisfied
with the information
services quality
50-100 thousand
Views
1-2% visited information page

16. A Nexus between the city and citizens

17. 17
• Relevant information about the
transport system
• Ability to be on-line all the time in
the area with insufficient 3G/4G
coverage
• Channel for communication
• Opportunity to leverage data
• More attractive for tourists
Moscow is leading, and everyone benefits from the leadership
CITIZENS CITY
• The leader of the digital mobile
advertising market
• Opportunity to further grow the
networks coverage via
partnerships
• Return on investment due to
highly efficient monetization model
17
MAXIMATELECOM

18. 18
Connected city means connected citizens
Airports
Airport express trains
Railway stations
Commuter railways Moscow central ring
Metro
Public ground transportation
Ground transport stops
MaximaTelecom has grown into the
largest Wi-Fi operator in Europe
due to it’s unique technology of
monetization of public
transportation Wi-Fi networks
MaximaTelecom’s network
Partners’ networks
HoReCa