2009-04-06
www.huawei.com
HUAWEI Confidential
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RBT
A Proven Gold Gold Mine in Mobile Mobile Market Market
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RBT Service Operation Experiences
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Technical Technical Solution
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HUAWEI Achievement
HUAWEI Confidential
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RBT
A Proven Gold Gold Mine in Mobile Mobile Market Market
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RBT Service Operation Experiences
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Technical Technical Solution
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HUAWEI Achievement
HUAWEI Confidential
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calling
HUAWEI Confidential
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Europe North America Verizon Wireless T-Mobile US AllTel Sprint Nextel Cingular Wireless Bell Mobility
AM/Telcel AM/Telcel Mexico Telefonica Moviles Latin America
Vodafone Telefornica Orange 3 Sweden T-Mobile 3 UK SFR France TMN TIM
MTN Nigeria Orange Cameroon Maroc Maroc Telecom Telecom Mobinil Egypt MTN Swaziland Emtel Mauritius Mauritius Orange Cote d'Ivoire Africa
Asia
CIS, M Asia MTS Megafone Vimpelcom
Turkcell STC Syriatel MTC Kuwait Wataniya Wataniya Maldives Mobily Umniah Yemen Tel Middle East
HUAWEI Confidential
China Mobile China Unicom SKT NTT DoCoMo KDDI AIS Telkomsel Global Telecom FarEast FarEast Tone Hutchinson Hutch Thailand TATA Reliance Aktel Bangladesh Bangladesh Millicom Laos Mobilink Pakistan ViBo Taiwan Taiwan AirTel AirTel India India Telstra Oceania
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WW RBT Subscribers 2006-2010
WW RBT Service Revenue 2006-2010
T
Total Market CAGR 31.5%
800,000 700,000
Japan - CAGR 18.5%
600,000
Asia-Pacific - CAGR 23.8%
500,000
USD $M
Total Market CAGR 31.3%
12000 Japan - CAGR 14.2%
10000
Asia-Pacific - CAGR 21.8%
8000
MEA- CAGR 47.7%
MEA - CAGR 46.1%
6000
400,000
Europe - CAGR 46.1%
Europe - CAGR 46.7%
300,000
4000
200,000
Latin America - CAGR 93.0%
100,000
North America - CAGR 52.9%
Latin America - CAGR 95.3%
2000
North America - CAGR 47.5%
0
0
2006
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2007
2008
2009
2006
2010
2007
2008
2009
2010
Digital Music global revenue reaches $32.2B at 2010 in Gartner!s forecast. And global RBT revenue reaches $10.2B in 2010 in IDC !s forecast.
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More than 30% DM!S revenue comes from RBT.
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IDC Forecasts 677 million CRBT Users WW at YE2010
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RBT, a gold mine which can bring you immense profit and enhance your brand.
HUAWEI Confidential
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My My Music Music Video Video My My Full-track Full-track My My Ring Ring Tone Tone My My RBT RBT
My My RBT RBT
Personal Music Library
Personal Personal RBTLibrary
RBT Platform
Digital Music Platform
Mobile Phone will be the most popular music player soon. HUAWEI Confidential
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China Mobile (1H 2006):
China Mobile RBT Development
RBT Subscribers
RBT Revenue RBT Penetration
128.4 million RBT subscribers 46.8% penetration rate 430 million US$ total RBT revenue in 2005.
!New
S A V r e l l i le 430M$ k 2nd e h t s i is T R B 172.5M$ 16.3M$
106.3M$
telecom services are crucial to the development of our company. The e All subscriber"s ARPU are decreasing. i lle b o M a n i C h operators throughout the world are in n i S M S r e t f a trying to maintain and even increase ARPU by deploying new mobile data 330M$ services. The RBT service we deployed is actually not a huge investment, but contributes 8 RMB (1 USD) to our ARPU.# Mr. Wang Jianzhou, CEO of China Mobile
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!
Reliance: The largest CDMA operator and largest PTO in India l
Lucent/Alcatel switch based solution
Available for both postpaid and prepaid subscribers
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1 M subscribers capacity in the 1st phase and 2M for 2nd phase Launched on 31th May 2006
Activate RBT subscribers reach 1.2M by Dec. 2006
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16000 14000 12000 10000 8000 6000 4000 2000 0
Day 1
Day 2
Day 3
Subscriber Increase
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20% penetration in the first 5 months,
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Interconnecting with Siemens switch based solution
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Available for both prepaid and postpaid subscribers
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Users! Self-Management Access: IVR, WEB HUAWEI Confidential
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The biggest mobile operator in Saudi Arabia
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RBT system capacity is 3M
Available for both post paid and prepaid subscribers
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Launched service on 24th Mar. 2007
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RBT active subscribers reach 100K with 20 days
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1st operator to launch RBT in Jordan
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71K activate subscribers by the end of 2006
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Name RBT service as Aghanilak
IN based solution Available for both prepaid and postpaid subscribers Users Self-Management Access: IVR, WEB
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1st operator to launch the RBT service in Mauritius
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Penetration rate reached 15% in TWO weeks
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Interconnecting with Siemens switch based solution
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Available for both prepaid and postpaid subscribers
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Users! Self-Management Access: IVR, WEB, SMS
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86% users subscribe to the service via SMS HUAWEI Confidential
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The first operator in Cameroon launched RBT Service
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RBT system capacity is 50000
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Launched service on 16th Mar. 2007
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RBT active subscribers grows up to 49000 with 4 weeks.
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The first operator in Madagascar launched RBT Service
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RBT system capacity is 50000
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Launched service in Sep. 2006
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RBT active subscribers grows up to 20000 by Dec. 2006.
HUAWEI Confidential
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Country
Operator
RBT Subs (M)
Total Subs (M)
Penetration
Vietnam
9.01
24
37.5%
Thailand
6.03
28
21.5%
Ghana
0.9
6.0
15.0%
India
5.8
52
10.5%
Thailand
1.6
15
9.5%
India
2.45
21
11.7%
Colombia
0.64
5
12.9%
Saudi Arabia
3.77
19
19.8%
Pakistan
2.2
20
11.1%
Russia
3.6
43
8.4%
Turkey
3.8
36
10.6%
HUAWEI Confidential
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RBT
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RBT Service Operation Experiences
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Technical Solution
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HUAWEI Achievement
Proven Gold Mine in Mobile Market
HUAWEI Confidential
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1
Consumer perception l An l
altruistic service, self-experience is not good
Non-functional service, dispensable
Network support l
Which technical solution?
How to integrate with other subsystem? l
Wider chasm of RBT product Penetration 2
How to maintain RBT platform? l
30% Trial& Initial period
Growing period 10%
4
Mature period Lifeline
Content l
Quantity
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Quality
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Type
Time
Service tariff l
Tariff structure
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How much for each part?
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How to share content revenue with CP/SP
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1
2
3
4
SIMPLE
CROSS CHASM
PROFIT
WIRELESS MUSIC
Experience $ Simple, Interesting
Attract Subscriber More subscriber more revenue
Increase RBT ARPU high RBT changing rate, low churn rate
Expand RBT to wireless music, develop related content service
Growing phase
Mature phase
Propagandize RBT Concept
Trial phase
Initial phase
HUAWEI Confidential
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! " " "
Value chain establishment CP/SP cultivation CP/SP management
" "
CP/SP " "
Brand value Brand Promotion
"
Content "
Brand
"
Tariff
" "
Access Promotion
" " "
Easy usage Friendly UI Multiple access ways
Revenue
Customer care
Collect & analyze customers appeals Help customers resolve problems
"
Access
CP/SP "
Content Acquisition Customer requirement analysis
User Experience Discount & Bonus Events
Tariff structure Pricing principle
Advertising
" "
Type of media Content of Ads
HUAWEI Confidential
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Key Message:
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It s cool to let anyone calling you hear the song or special message, instead of traditional one. ! !
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The MORE Songs you change, The MORE inin-trend you are.. ! !
" "
HUAWEI Confidential
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Key Message Waiting is more fun if you use Calling Melody
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Calling Melody are for everyone.
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Few high quality is enough
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Enrich content for young generation
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Enrich content for common customer & dig individual requirements
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Trial phase
Initial phase
HUAWEI Confidential
Growing phase
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Typical RBT tariff structure
RBT revenue breakdown of CMCC
Content Fee
78%
Browsing Fee 18% 4%
Monthly Fee
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Monthly S ubscription Contents IVR Airtime
Most revenue comes from Monthly fee, while content fee has minimum impact on total revenue IVR fee for content browsing is considerable
Principle: l Share most content revenue with SP/CP. (CMCC:SP/CP = 15%:85%) l Keep the mainstream (monthly fee & IVR fee) of revenue. HUAWEI Confidential
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China Mobile Name & Logo: Color Ring
China Mobile named & registered RBT service as !Color Ring" in 2003. This forced the competitor
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China Unicom name his
RBT service as !Cool Ring". Now !Color Ring" became common name of RBT service, only a few people knew Unicom s !Cool Ring"
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A sound & impressive brand helps leading operator to screen follower
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An elegant brand helps to materialize this intangible service and improve customers perceive
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Service brand promotes operators brand at the same time
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RBT
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RBT Service Operation Experiences
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Technical Solution
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HUAWEI Achievement
Proven Gold Mine in Mobile Market
HUAWEI Confidential
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HLR identifies the called party as CRBT subscriber and transfers the CRBT mark (SS_CODE) to MSC
HLR
Call established
IRAQ O_MSC routes the call to T_MSC as usual
O_MSC
O_MSC initiates another call leg to CRBT platform who will play the CRBT
Phone picked up
T_MSC
CRBTO_MSC heard by the caller disconnect with CRBT CRBT
HUAWEI Confidential
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Switching Network IP (intelligent peripheral )
RBT Call Control
Content File
User Profile
Service management and operation platform
HUAWEI Confidential
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MSC
IVR App
Internet
SMSC
Web App
SMS App
WAP
USSD
3rd party
GW
SERVER
NE
WAP App
USSD App
Provided by 3rd party
3rd Party App
IN
Open API based on XML SOAP
Self-management for end-user
SST TCIP/IP
Service management Charging
for Corp. administrator
e c a f r e t n I b e W
Billing
CDR
module Service management for customer care Service and resource management for system administrator
Provisioning module User Profile Content library
Network management for network administrator
content management for content provider
GUI SNMP
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Mediation/ CRM
NMS
SP
SNMP
Billing
HTTP
HTTP
FTP
SCP
SMSC
SMPP
Real-time
IRAQ IP
User Profile
Portal
Content library
E1 ISUP WAN
MSC
MSC
HUAWEI Confidential
MSC
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u u u IRAQ
u u u u u
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RBT
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RBT Service Operation Experiences
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Technical Solution
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HUAWEI Achievement
Proven Gold Mine in Mobile Market
HUAWEI Confidential
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First domestic RBT system launched in China Mobile Shanghai in May, 2003
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Five months later, first overseas RBT system launched in AIS, Thailand
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In less than three years#
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HUAWEI Confidential
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IN
CRBT
SMS
China Mobile China Unicom Bengal TMIB Russia MTS Singapore Singtel Saudi Arabia STC Nigeria Starcomm
China Mobile China Unicom Mauritius MT Vietnam Vietel Madagascar Orange Guinea SOTELGUI Kampuchea CAMGSM Uganda Telecom Morocco Telecom
ortugal Optimus India TATA
India TTSL Thailand TRUE Philippine sun cellular
Thailand AIS UAE ETISALAT China Mobile China Unicom Tanzania Mobitel
Madagascar Orange Guinea SOTELGUI Kampuchea CAMGSM China Mobile China Unicom
China CMCC China Telecom Russia Rostelecom Russia MTS Indonesia ExcelCOM Kenya Safaricom Madagascar MADACOM Syria Syriatel
China CMCC China Telecom Thailand AIS China Unicom Colombia Movistar Brazil OI British BT Ethiopia ETC
Syria Syriatel
Thailand AIS China CMCC
Indonesia ExcelCOM Kenya Sarfaricom Madagascar MADACOM
Thailand AIS China Mobile Colombia Movistar Chile Movistar
HUAWEI Confidential
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Operator
Original Vendor
Swap Date
New vendor
Swap
China Mobile Beijing
Wisepot (HK vendor)
2003
Huawei
Full swap
China Mobile Chongqin
ITL (HK vendor)
2003
Huawei
Full swap
China Mobile Guangxi
SHT (Chinese vendor)
2004
Huawei
Full swap
China Mobile Heilongjiang
Qinghua (Chinese vendor)
2005
Huawei
Full swap
China Mobile Guangdong
NEC
2006 Q2
Huawei
Full swap
China Unicom Guangxi
Jingpeng (Chinese vendor)
2006 Q3
Huawei
Full swap
Etisalat, Suadi
Ericsson
2007 Q1
Huawei
Full swap
Turkcell, Turkey
ECT
2007 Q1
Huawei
Full swap
All these operators believes RBT will make a fortune for them and they finally found that selecting a right vendor is the key issue to make them going forward!
HUAWEI Confidential
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Ensures continuous future roadmap evolvement and development
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Minimize risks with rich implementation experiences
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Share the business experience of many successful cases around globe
HUAWEI Confidential
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Normal RBT
CRBT
RBT Evolution Digital Music
Digital Media
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