3G services development

discuss
www.huawei.com

Global Carrier Solution Department

HUAWEI TECHNOLOGIES Co., Ltd.

Huawei Confidential

3G services and launch

IMS services introduction

Case study: Vodafone 3G

HUAWEI TECHNOLOGIES CO., LTD.

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3G services VS 2G services

2G

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3G

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Market research reports shows the development of 3G services

Leading operators product categories, by consolidated revenue

2,500
2,000

Communications

1,500

Entertainment

1,000

Information
Commerce

500
0
2004

2005

2006

2007

2008

2009

source: Ovum, 2006

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Market research reports shows the development of 3G

services (continuous)
Reference markets 3G VAS development by operator
10

Reference markets 3G VAS development by product

9.00

8.0

8.3

8.00

8
7

7.00

6.00

5.00

4.00

3
2

3.00

2.00

DoCoMo

KDDI

SKT

Vodafone

H3G

China

PCCW

n
at

io

ai
l

al

iz

m
Pe
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on

En
te
rta
in
In
fo
rm
at
io
n
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ito
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om
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er
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Vi
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/E
g

oD
)

am
in
G
gi
n
sa
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es

TV

M
us

ic

(in
c.
V

at
iz
al

En
te
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in
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fo
rm
at
io
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M
on
ito
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g
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om
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/E

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(i
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c.

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us

ic

1.00

source: Ovum, 2006

Key findings:
The statistics showed that email, music, gaming and mobile TV are the most acceptable services,
and the rating of most applications are similar across countries and operators.
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2G/3G Service Classification

Different end-user segmentation may like different services.
The migrated 2G voice and SMS service is for revenue and fidelity.
The multimedia new services are mainly innovated for promotion.

Basic Services

Promotional Services

3G Benchmark
Services

examples

Benefit for operators

Suited segments

strategy

Voice

SMS

Get revenue
All Users

2G Migration

CRBT

Music

MMS

Game

MTV

Mobile Video
Monitor Phone

Attract users

3G Benchmark

Young & Trendy

Business persons

Business persons

Young & Trendy

Emphasize 3G provide
Better experience

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Data
Card

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Emphasize 3G
unique

High

Matrix of 3G Service Priority

3rd Priority

1st Priority

Market Profitability:
Voice

VOD

Competitive Position

Video call

Perceived growth of
demand for this application

CRBT
SMS

Data Share

Mobile TV

MRBT

MMS
Mobile
commerce

LBS

Date card

Music

News

Competitive Position:
Mail

Search

M2M

E-book

4th Priority
Low

Market share

WAP
browsing

Gaming

Low

Clear profit-earning model

Download

Strengths over major

competitors

IM (Chat)

2nd Priority

Market Profitability (2-year perspective)

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High

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3G services and launch

IMS services introduction

Case study: Vodafone 3G

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IMS Typical Services

Individual Value Added Services

z
z
z
z
z

Sharing X

PoC

Enterprise Services
z
z
z
z

PoC PTT over Cellular

Instant Message and Presence
Multimedia Messaging
Real-time gaming
Group

IP Centrex
Video conference
VPMN
Data Collaborationwhite boardfile
sharing

SMS & Chat

Gaming

Video conference

Data Collaboration

Converged services with traditional

network
z

CSI (Combine CS bearer with IMS), such

as Rich Voice

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Rich Voice

One Session
1. Start with voice communication
2. Add Video
3. Add IM

Signaling

Rich voice is a real multimedia

convergence service.

It is not only include real-time video

and voice, but also not real-time
message such as file sharing.

Medias
Voice
Instant messaging
File transfer, desktop sharing

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MRBT
Multimedia Ring Back Tone:

M-RBT: Caller will see the callee video on the screen, instead of the
traditional ring back tone.

,
ic
us
m e
s, g
ip sa
cl es
eo m ou
id nd y
l v e a use
rfu r
lo ictu am
Co p to
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Dia
ling
W
aiti
ng

MRBT
Welcome!

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Multimedia caller ID
Callers
Callersphoto
photofor
forfriends
friends

Instead of caller number, more

caller customized information
can be shown in the callees
phone.

Greeting
Greetingfor
forfriends
friends
MTV,
Sports
chip
MTV, Sports chip
Name
Namecard
cardfor
forbusiness
businesscall
call
Call
Callintention
intentionfor
forurgency
urgencycall
call

Mary, Im Lee, I
have a good news
for you.

Make a call

Pick up or refuse
Multimedia caller ID

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Page 12

Online mobile game

Gaming on mobile terminals.
Game contents: Action, RPG, Sports, Adventure, Pet-related, Gambling, etc.

z Play with a real man, not a machine

z Real time fight
z Text chat or talk with partners for collaboration
z Mobile terminal and desktop terminal supported

Act as another people in the Virtual World

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3G services launch

IMS services

Case study: Vodafone 3G

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Vodafone 3G Service Strategy

3G application strategy:
Vodafone in 3G services.

Cultivate 3G value chain:

40% share of the premium content

New entrant H3 is not the direct threat, and

revenues for Vodafone and 60% for the

other operator wait and see

content provider partner

H3 acquired data consumer users are not

ISPs and portals are not featured in

the high-end users,

Provide data cards for business men
Vodafone focus on ROI

With nearly 30 countries roaming

the Vodafone Live! Service

Billing for SP/CP
Customized devices meeting the
different country requirements

network, Vodafone position 3G

services as international roaming.
Create new and enhanced services
3D games, full track music, video apps; 3G
data card.

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Vodafone 3G services
Since 2004, Vodafone launched several campaigns to promote 3G
service including video, music, sports and mobile TV

Video calling

Video Messaging

Music full track

Sports

Mobile TV

Face-to-face video
calling is the key
application when
vodafone launched 3G
in 2004

Users can send up to

12 seconds of color
footage with sound
and text to almost any
mobile phone or email
address.

Vodafone live with 3G

gives users access to
music on the move. users
can browse through the
catalogue of over 300k
tracks on phone. Simply
choose and download
favourite tracks and listen
to them immediately.
Music provided by Sony
BMG, EMI, Warner
Music, etc
Recently, Vodafone
radio DJ was introduced

The majority of vodafone

sports theme is football,
users may enjoy rich
football video highlights,
news from leading
leagues including
Champion league,
Premiership, Italian and
Spanish leagues.

In Dec. 2005, Vodafone

aligned with BskyB payTV to provide real-time
and made-for-mobile TV
in UK

Applicable to 2G and
3G

Other contents are

Formula 1, Cricket and
rugby.

Source: Vodafone announcements newsletters, Huawei Analysis

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Channels are Sky News

(live), Sky Sports News
(live), Discovery Factual;
CNN (live), At the Races
(live), Bloomberg (live),
History, National
Geographic Channel

Vodafone 3G services (continuous)

They also enhanced the original Vodafone Live!, such as ring
tones, entertainment, game, news & info and postcards

Music & tones

Entertainment

Game

News and info

Postcards

Thousands of
polyphonic tones Real
tones available on
Vodafone Live 3G
portal.

Full range of
entertainment including
Celebrity Gossip; host of
popular newspapers and
magazines, like FHM,
Heat, FT; Latest film
releases; current soap
plots and program
schedule; horoscopes
and Comedy!

Game fans may enjoy

popular games, even
3D.

TV drama & News:

popular drama 24 from
Fox, news from ITN,
N24, Rai News, etc

Users can take a photo

on mobile phone and
send it as a real
postcard to virtually
any country.

Video clips (tones) are

introduced

Games provided by
giants Sega, Eidos,
Superscape, etc

Movie By Universal,
Disney, 20th Century
Fox, etc

Source: Vodafone announcements newsletters, Huawei Analysis

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Vodafone Customer Segmentation

Teens & Youth:
Adult Basic User:
Most simple, easy-to-use
mobile phones and clear tariffs.
Only for voice calls and texting,
with built-in helpful tips.

Entertainment & Information

Video & Music(3G)

Regular Abroad:

Business User:
Email anywhere
Work anywhere
Talk anywhere

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Free sign up a Passport

Call home & receive call
from the most popular
European destinations at
domestic rates

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Vodafone V-Live Application Plan

Calling & Messaging

Entertainment
Music

Info & Organize

Video
Calling

Mobile
TV

Video
Messaging
Picture
Messaging
Text Messaging

Game

Realtone
Polyphonic

Movie clip
News &
Sports

Comedy clip

Arcade
Game

Weather clip

Information Alerts
Fax Messaging

Full Track
Dow nload

Console
Game

Traffic &
Travel

Postcard
Voda Messenger
Voda Mail

Local maps
& Directory

Vodafone live! brings a world of entertainment and information to mobile phone.

Using a simple, on-screen menu and the latest multimedia phones, Vodafone live! gives

users a rich and exciting way to communicate --- whenever and wherever you are!
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Thank You
www.huawei.com

HUAWEI TECHNOLOGIES CO., LTD.

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