1. FINNISH VENDOR LAUNCHES MORE LUMIA SMARTPHONES PAGE 4VITTORIO COLAO URGES SPECTRUM RETHINK PAGE 4HRH FELIPE DE BORBN OFFICIALLY INAUGURATES BARCELONASREIGN AS MOBILE WORLD CAPITAL PAGE 6MWC12 Daily DAY2_DAY2 27/02/2012 20:14 Page 1BROUGHT TO YOU BY: OFFICIAL NEWSPAPER OF MOBILE WORLD CONGRESS 2012 By Steve Costello IN THIS ISSUENOKIA STRENGTHENS WINDOWSPHONE ASSAULTVODAFONE CEO WARNS REGULATORSOF INVESTMENT SLOWDOWNROYAL WELCOME TO THE MOBILEWORLD CAPITAL DAILYDAY TWO TUESDAY 28TH FEBRUARY By Tim Ferguson Ford: Cars the great untapped Facebook backs mobile Internet Cont. on P14 f opportunityIn order to eliminate this, thebillingsupport, todayscompany is working with over 30 implementations require SMS for mobile rettTaylor,CTO of device makers, operators anddevice verification, which takes BFacebook, yesterdayannounced the company is participating in a number ofdevelopers through a W3Ccommunity group called CoreMobile Web Platform, with theusers outside of the normal flow ofan app, while developers have tointegrate with hundreds of APIs industry wide initiatives intendedintention to author and evangelise to support operators globally. to support the development of theand prioritise the development of To this end, the company mobile web, focusing on technology HTML5 mobile web standards. announced a partnership with standards and payment enabling. Companies supporting thisoperators around the world toDespite the incredible amount of initiative include Samsung, HTC,improve both the user and the work we have to do to make the Sony, Nokia, AT&T, Verizon, developer experience of operator mobile web great, I am extremely Vodafone, Orange, Telefonica, billing. This work will remove the optimistic. In all of my years in theKDDI and SoftBank.need for the SMS verification step for industry, I havent seen such a Accompanying this, Facebook also the vast majority of customers, while coordinated effort across so manyhighlighted Ringmark, a testing suite providing developers with a single SDK segments of our industry. These areintended to monitor how devices to get global reach with very, very hard problems, but they arecomply with the new HTML5 simple technical verification. solvable problems, and we arestandards. We are pragmatic. We That way, payments on the ord Motor Companys going to solve them together, the know that standards are only as goodmobile web can be what it should F By Paul Rasmussen executive chairman Bill executive told Congress yesterday. as their implementations in the field, be a single step to confirm the Ford has called on the While HTML5 has been widely he said.purchase, he concluded. mobile industry to help develop proposed as a way of addressingWith regard to payments, the Operatorsworkingwith smarter transport systems for fragmentation in the industry, Facebook executive said that right Facebook on streamlined billing are the future. Taylor noted that if you look atnow, the payments experience of AT&T, Deutsche Telekom, Orange, 100 different devices, youll find 100 the mobile web is just broken. HeTelefnica, T-Mobile USA, Verizon, different versions. noted that even with operator Vodafone, KDDI and SoftBank. China Mobile reveals TD-LTE DISCOVER US planshina Mobile has unveiled Cplans that will see TD-LTEwidely deployed across the country. The company said that over service becoming available in 2013, said Yu. The first TD-LTE installations will start during theSpeaking at the Global TD-LTEInitiative (GTI) Summit yesterday,the China Mobile president stressed 20,000 TD-LTE base stations will be second half of this year, and this his support for handset vendors in operation by the end of this year, will include some of the existingdeveloping converged devices to growing to 200,000 by 2013. TD-SCDMA sites being upgradedpromote the wide scale uptake ofChina Mobile president, Li Yu, to TD-LTE.TDD/FDD LTE. said TD-LTE had now moved intoLi Yu added that its operations in To help with this effort, the CEOs a new phase after trials in six Hong Kong, which has access to of Qualcomm and Hi Silicon took Chinese cities had proved positive. TDD and FDD bands, will launch the stage to announce multimode Were ready for large scalethis year as an early example of a device chipsets supporting 2G, 3G ZONE 3 (Z3.1) deployment with commercialconverged LTE service in the region. and TDD/FDD LTE. MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com Tuesday 28th February PAGE 1

2. MWC12 Daily DAY2_DAY2 23/02/2012 14:22 Page 2 3. MWC12 Daily DAY2_DAY2 23/02/2012 14:22 Page 3 With Travel & Surf take allyour friends on holiday!eWorry-frecrosssurfing aEurope. Enjoy worry-free internet across Europe for the price of a caf con leche. Remember to enable your smartphone and buy your Travel & Surf pass so you can share all your best holiday moments straightaway. Send e-mails. Connect with Facebook. Send photos. 4. NEWS@ShowDaily By Tim Ferguson Justin Springham Matt Ablott MANAGING EDITOR: Steve Costello DEPUTY EDITOR: Tim Ferguson Richard HandfordMWC12 Daily DAY2_DAY2 27/02/2012 20:14 Page 4 CONTENT EDITORS: Ian Channing Anne Morris Paul Rasmussen Tweet REPORTERS: Ian Volans Ken Wieland showdailysales@mobileworldcongress.com Rick Costello Asus announces PadFone details; ALL ADVERTISING ENQUIRIES TO: Samantha Burke PUBLISHER: launches Transformer Pads Russell Smith, IntuitiveDesign UK Ltd., PRODUCTION MANAGER: 13 North St, Tolleshunt DArcy, Maldon, Essex CM9 8TF, UK, ART DIRECTION & PRODUCTION: email: russell@intuitive-design.co.uk Servicios Grficas Giesa, Barcelona Android, has a 4.3 inch Super Infinity supports LTE, 3G and Wi-Fi AMOLEDqHD screen and runs a and runs on a 1.5Ghz Qualcommsus provided more details1.5Ghz Qualcomm Snapdragon S4 Snapdragon S4 dual-core processor, A PRINTED BY: By Steve Costelloabout its PadFone hybrid dual-core processor. It can be pluggedwhile the Transformer Pad 300device and unveiled itsinto the PadFone station to become aSeries will support LTE using a forthcoming Transformer Pad range tablet, while a keyboard dock can beTegra 3 processor. The 300 is at Congress yesterday.added to create a netbook device. targeted towards youngerAsus chairman Jonney Shih tookAsus also announced its new line consumers, coming in a range of By Ken Wieland to the stage in Barcelona toof Transformer Pads, which can be different colours. announce that the PadFone - which used as tablet or netbook devices. The Asus chairman also demoed integrates a smartphone, tablet and The Transformer Pad Prime, aimeda tablet stylus that doubles as a netbook and was first revealed at at early adopters, runs the Bluetooth headset and discussed Computex in Taiwan last year - will Honeycomb 3.2 version of Androidwhat he called the ubiquitous cloud be available in April, with an LTEbut can be upgraded to Ice Creamcomputing era. The time has version following in the thirdSandwich. It runs an NVIDIA Tegra finally arrived when every screen in quarter of 2012.3 quad-core processor and is just your lives could transcend into aThe smartphone is powered by the 8.3mm thick, weighing 586g. portal with real time access into latest Ice Cream Sandwich version of The HD-capable Transformer Pad your digital world, he said. VodafoneNokia strengthens CEO warns Whilst care has been taken to ensure that the data in this publication is accurate, the publisher cannot accept and hereby disclaims any liability to any party Windows Phone assaultAricent has completed its to loss or damage caused by errors or omissions regulators ofimplementation of a resulting from negligence, accident or any other cause. All rights reserved. No part of this publication investmentmediation and revenue may be reproduced, stored in any retrieval system orassurance system for MVNO transmitted in any form electronic, mechanical, slowdown photocopying or otherwise without the priorLebara Mobile which wasokia yesterday announced a N permission of the publisher.designed to improve revenuebroad refresh to its devicemanagement, streamlineportfolio, with Stephen Elop,rating and mediation in order its CEO, stating that one year onto create a reliable, scalable A GSM Media Publication from its strategy refresh, it is very All content GSM Media LLC 2007-2012.BSS environment. obile network investment, clear that we have changed the M All rights reserved. along with job creation and clock speed of Nokia. service innovation, areIn its smartphone portfolio, the under threat if regulators do not ditch companyconfirmed wider legacy thinking. So says Vittorio availability of its Lumia 900 device, In an effort to minimise the environmental impact ofColao, Vodafones chief executive,which was announced earlier for this our events, the GSMA created the MWC Green Initiatives programme to promote reduced material speaking at yesterdays opening year in an LTE version for the US usage and waste at Mobile World Congress. keynote session at Congress. Wemarket. The vendor will offer a DC-WCDMA technologies marking a This item is printed on recycled paper. need vast quantities of spectrum, HSPA version for markets where LTE debut for Nokia in the CDMA which creates efficiencies and lowergrowing, points out Colao. People is not supported, with availabilitysmartphone space. prices, argued Colao. The [current] think that every time there is an from the second quarter of 2012. Nokia also announced three moreNEWS IN BRIEF... thinking of allocating spectrum a bit MTR reduction it puts more money Also announced was an entry-handsets in its mid-tier Asha at a time should change. Investment in the pocket of customers, but thislevel Windows Phone device calledportfolio, the 202, 203 and 302. is under threat. is not totally true. The European Lumia 610, which is designed as the Among the features supported are aRevenue Colaos call for more wireless Commission calculates that forperfect introduction to Windowsfast, cloud-based browser whichassurancefrequencies was echoed by Ralph every ten cents in cuts, only two Phone for a younger audience. Thisreduces internet access costs, withdeal inked de la Vega, President and CEO ofcents end up in customers pockets.terminal is the result of a newthe company claiming that this Mobility at AT&T. More spectrum Colao added, however, that software release from Microsoft, compresses data traffic by up to 90 needs to be made available, which Vodafone has made offers to co- which enables Windows Phone to bepercent. leads to new networks, innovation invest in open, fibre-optic supported with lower memory and Meanwhile, Symbian OS refuses to and job creation.infrastructure. Without giving detailsprocessor requirements and go quietly, with Nokia announcing itsThe Vodafone chief repeated hisabout which companies those offerstherefore enabling lower price points. 808 PureView, the headline feature of accusation made at last yearswere made to, Coloa said the firmsDue to the Windows Phonewhich is a 41 megapixel camera Congress that European regulators overtures have so far been rebuffed.upgrade, Nokia also said that thesensor. While this can be used to were running on auto-pilot, Earlier this year, the Vodafone Group platform will now support devicesproduce an image with a 38 routinely cutting mobile terminationwas reported as assessing the targeting the Chinese market. Themegapixel resolution, pixels can also rates (MTRs) without thinking possibility of buying the extensive company is now planning to offer a be condensed to produce the through the consequences. TheUK and global fibre-optic assets of range of devices for this country, sharpest images imaginable at five European [mobile] industry is not Cable & Wireless Worldwide. covering both CDMA andor eight megapixels. Architect the Mobile Next-Generation InternetVisit us at Hall 8, Stand A111 PAGE 4 Tuesday 28th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com 5. ADVERTORIALMWC12 Daily DAY2_DAY2 23/02/2012 14:22 Page 5 Marcelo Claure, Chairman and Chief Executive Officer, BrightstarRedefining Your Place The race for new customers remains active in emerging markets where mobile penetration still has room to grow. Manufacturers, operators, and now retailers arein the Wireless Industry scrambling to invest in the people, infrastructure, and resources needed to seize these opportunities while the window for new customers is open. In mature markets where saturation rates have surpassed 100 percent, the approach has shifted. These countries will count more mobile devices than people within their borders inA CALL FOR CONSISTENCY 2012. Without new customers to drive a growth strategy, customer retention is the name of the game. Manufacturers, operators, and retailers battle fiercely to keep their customers and retain market share. Consumers are again reshaping the landscape of the wireless industry. TheyreTechnology has enabled consumers to shop for wireless devices online, in stores, and comfortable integrating wireless technology into areas of their lives where it was difficult toeven from wireless devices themselves. With so many paths to purchase, providing a imagine it before, bringing meaningful benefits and new opportunities. People are usingconsistent experience is more difficult than ever before. Brick-and-mortar retailers often their devices to store, share and enable access to information and tools that simplify their struggle to provide the same extensive portfolio as online stores due to shrinking real estate daily lives and empower businesses to provide new solutions. However, this new geography and increasing inventory costs. At the same time, manufacturers and operators must comes with a price. Consumers accustomed to cutting-edge technology also have high compete to differentiate their products from thousands of other devices and plans. The expectations for the service that accompanies it.need for strategic sourcing and planning, and a knowledgeable, effective sales force will Theyre demanding protection against damage or loss, the ability to upgrade or trade-incontinue to grow alongside the explosion of products available to consumers. their old device and a wide selection of new ones when they do. With many different paths To thrive under these portfolio pressures, retailers and operators must look for solutions that to purchase, they expect a seamless experience both online and in-store. Wirelessreconcile expanded choices with detailed expertise. Technology such as Brightstars VirtualWhen the wireless industry was in its infancy in the early 1980s, the focus was companies successful at wooing todays consumers must learn to deliver all of this and Inventory Program simplifies inventory management for retailers by providing back-endon introducing the newest product to a very core target market. Innovations more to keep them; and doing so comes with new challenges and complexities. Is yourmanagement of their online experience, and solves space issues by supplementing their in- LOYALTY IS THE NAME OF THE GAMEover the next decade were driven by consumer demand for smaller handsets company ready to face the expectations of todays consumer?store portfolio, letting customers order, activate and have a device shipped right away.and more affordable pricing. At this stage in the wireless industrysInvestment in sales force training is also important to ensure in-store customers receiveevolution, operators and manufacturers looked to grow by adding as manythe attention they require to make a purchase, and do so with peace of mind andnew subscribers as possible in established markets across the world. By the The speed of innovation in the wireless industry has drastically shortened product lifecycles. satisfaction. Retailers and operators can also employ store-within-a-store services andENABLING THE EVOLUTIONend of 2007, nearly half the population had a mobile device. Where a device is typically considered functional for an average of two years, consumers outsourcing of the entire wireless category to drive sales. demanding faster, better, smarter technology are switching to the next best thing in under 18- months. In some areas of the world, consumers are losing patience even quicker: in 3- to 6- months. While every market is different, retailers, operators and manufacturers are beingThe introduction of near field communication technology, the cloud and more advanced challenged to compete for their customers loyalty on a more frequent basis, and against a new mobile applications allows consumers to use their wireless devices to access funds, set of competitors.personal health information and much more. But consumers wont use these features Getting the latest products from concept to consumer in the shortest amount of time is unless they know their personal information is safe on their mobile device. Whats more, integral to success in this environment. Its never been more important to get the right these sophisticated tools can drive the cost of devices higher. Economic uncertainty in both product, to the right place, at the right time.emerging and developing markets forces consumers to consider the price of the latest Harmful eWaste is also an increasing issue presented by this accelerated lifecycle. As smartphones and tablets with renewed sensitivity. To justify and protect their investment, consumers dispose of their old devices, eWaste is growing at an unprecedented rate.consumers expect retailers, manufacturers and operators to provide services around the Brightstar has aligned itself with companies such as Flipswap and eRecycling todevice including warranties and insurance programs. provide trade-in and buy back programs that not only reduce churn and eWaste, but also Players need to find new ways to build relationships with consumers that begin before the generate customer loyalty and revenue from pre-owned devices.point of purchase and last beyond the life of their device. Handset insurance programs Retailers, operators and manufacturers have multiple risks to consider regarding the instill loyalty and satisfaction by ensuring a customer that a lost, stolen, or damaged shortening lifecycle trend. From our unique vantage point, Brightstar is able to anticipatehandset or tablet can be easily resolved. Brightstar provides this service, allowing retailers, changing trends in technology around the globe. We have partnered with the leading brandsmanufacturers and operators to offer it to the consumer. in wireless to create flexible solutions that enable us to reduce costs associated withTheres no end in sight for the wireless evolution; how consumers apply new technologies and returns and getting devices back into the marketplace, including: buying the device, the challenges this creates will continue to redefine our roles within it. To compete, your handling warehouse management, shipping it to the store, activating service, managing, company will need to take an active role in this cycle. If you need help finding your place, or for testing, repair and reverse logistics. more information about Brightstars services portfolio, visit www.brightstarcorp.com/wireless. MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com Tuesday 28th February PAGE 5 6. NEWS @ShowDaily New from Mesaplexx is the xCube which utilises radical radio filter technology to significantly improve the performance of active antenna systems and enableBy Ian Volans increases of up to 65 percent in LTE network capacity. The xCube is a cool running, low loss, high isolation filter that improves sensitivity and handles much more power. These benefits, combined with its compact size, enablesMWC12 Daily DAY2_DAY2 27/02/2012 19:45 Page 6 AAS vendors to deliver 50 per cent more power output for the same input, delivering significant increases in rangeTweet and capacity. With more power output and less heat being generated multi-band and multi-technologyRoyal welcome to the solutions can come within NEWS IN BRIEF... reach. LTE capacity gainsMobile World Capital Connection Manager from Emotum makes mobile and wireless connection world. Its definitely a sign of theAttending the launch event management easier for good things to come.alongside Prince Felipe and John service providers, giving aRH Felipe de Borbn,Barcelona was selected as the Hoffman were the President of theH completely customisablePrince of Asturias, officially first Mobile World Capital in July Generalitat, Artur Ms; Minister of solution to complement allinaugurated Barcelonas2011 when the city was confirmed Industry, Energy and Tourism, Jos deployment strategies. Thereign as Mobile World Capital at a as the venue for Mobile WorldManuel Soria; Mayor of Barcelona, Connection Manager ispacked press conference at Congress until 2018. Xavier Trias and President of the feature rich, yet simple toCongress yesterday. The citys vision is to use mobile Fira de Barcelona, Josep Lus Bonet. use for both users and The heir to the Spanish throne said,technology as a transformationalIn addition to the annual operators and has beenIt is indeed a wonderful opportunityengine for companies and peoples Congress, the Mobile World Capital specifically designed toto contribute to the constanteveryday lives. will encompass three new elements. provide a consistent userdevelopment of the industry and the As Mobile World Capital,A Mobile World Festival will engage The Mobile World Hub, in the experience across Windowsmarket in the mobile communicationsBarcelona aims to create an urbancitizens with mobile technologiescitys technological district will and Mac operating systems.sector, said Prince Felipe laboratory for new applications that through links with the citysfacilitate the design, testing and It is device, connection and Reflecting on the economicwill transform the daily lives of themusical, cultural and sporting marketing of solutions, encourage network agnostic, workingdifficulties being experienced bycitys people and businesses. John events.the creation of cross-industry seamlessly on 2G, 3G, 4G,many of the mobile worlds moreHoffman, CEO of Congress- Located in the heart of the city, the alliances and contribute towards Wi-Fi and Ethernetmature markets, he continued, It is organiser GSMA Ltd, congratulatedMobile World Centre will be a hands- the development of globalBy Paul Rasmussen networks.also a perfect means to send a Barcelona on its outstanding vision on exhibition and experimentationstandards in fields such as mWallet,positive and powerful message andfor the Mobile World Capital, one of space where citizens can experiencemHealth, smart-city, mContent andimage of our country out to thegreat creativity and innovation.the latest mobile technologies.mTravel applications. Simplifying mobile Smart VoIP from Kineto broadband Wireless is the first VoIPEricssons application specifically developed to enable mobile operators to leverage theirnew existing networkBy Ian Channing infrastructure to offer a competitive over-the-toppico to (OTT) voice service. The application supports a rangeinclude of standard mobile telephony capabilities and is designed to run on major mobileWi-Fi operating systems, including iPhone, Android and Windows Phone. The application can besupport branded by mobile operators and downloaded to subscribers through standard application stores. The application works over anyThe company also claimed that network, ties to main voicericsson has announced afinding new site locations remainsE service and leverages theZTE unveils bevyrange of small cell products,one of the major issues for existing core network.including a multi-standard operators today and these small cell OTT VoIP pico with integrated support for products, given their size and applicationof new devicesWi-Fi. backhaul options, are the preferred The company said these deviceschoice in this situation.could be deployed together with The inclusion of Wi-Fi in a picomacro cells in heterogeneous product will call for the industry core mobile processor and equipped networks (hetnets) for increased to investigate and develop how with a NVIDIA Icera 450 HSPA+network capacity.Operators Wi-Fi technology canbe urrently number four in the modem, the ZTE Era offers high adopting this hetnet approach, saidintegrated into cellular standards.Cglobal terminal suppliers rankings, Chinese vendorZTE is targeting the number three definition multimedia capabilities.Also launched were the :PF112, which has a large HD screen forEricsson, would benefit by being ableto deliver the same services with halfthe spectrum, whileseeing According to Ewaldsson, Ericsson is leading this effort to ensure this work will be focused on thespot by 2015. In a bold statement of optimal video viewing, plus updatesthroughput gains of 2-10 times network requirements and notits intent the company unveiledon the successful Blade and Skatecompared to using separate vendors centred on products.more than ten new terminals andphones with the Skate Acqua, Kis,for the macro and the small cell layer. Itll be around two years beforedevices yesterday, including two Blade II and Mimosa X. TheEricssons CTO, Ulf Ewaldsson,we see Wi-Fi becoming part of theLTE handsets, the PF200presentation included the first(pictured) told Mobile World Daily hetnet, and will call for the Wi-Fi(LTE/GSM/UMTS) and the N910appearance of ZTEs internally that this co-ordinated hetnetfirmware in the handset to be(LTE FDD/CDMA). These phones developed user interface Myfavor approach would lower the total costupgraded, said Ewaldsson. Therun Android 4.0 with 1.2GHz andwhich they claim simplifies andof ownership (TCO) for operators drive to make this happen is1.5GHz chipsets. ZTE alsoimproves the Androiduser by 50 percent. This TCO is directly coming from North America wheremaintained its commitment to the experience. The company also related to using picos to provide there is huge demand to carryWindows Phone platform with theannounced the ZTE Touch and Sharemuch improved coverage as againstsmartphone data traffic. Wereintroduction ofthe Orbit NFC application which enables usersthe cost of deploying traditionalworking closely with the USsmartphone. At just 7.8mm thickto exchange data or make payment macro cells. The boost inoperator community to find athe ZTE Era smartphone can justlyby simply touching their device to throughput would come from the solution, but the key to adopting aclaim to be one of the thinnestanother. The new launches were users device being much closer to a hetnet approach is focusing on thequad-core devices on the market. completed with a range of tabletspico access point than at some network, which is the tricky part inBased on the NVIDIA Tegra 3 quad-including two LTE devices. distance from a macro cell. all this.PAGE 6 Tuesday 28th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com 7. MWC12 Daily DAY2_DAY2 23/02/2012 16:11 Page 7 Making a Difference We know that making a small difference in someones life, can change their life forever. Imagine being unable to call your loved ones to let them know youre alright? During the revolution in Tunisia, Tunisiana, a Qtel Group Company, gave every prepaid customer one dinar credit a day for ve days so people could still be in touch with their family and friends. Qtel - Qatar | Nawras - Oman | Navlink - UAE | Wataniya - Kuwait | Nedjma - Algeria | Tunisiana - Tunisia | Wantaniya - Maldives Wataniya - Palestine | Bravo - Saudia Arabia | Asiacell - Iraq | Starhub - Singapore | Lao Telecom - Laos | Mfone - Cambodia Indosat - Indonesia | wi-tribe - Jordan | wi-tribe - Pakistan | wi-tribe - Philippines4:29 PM 8. HEALTH NEWS Tim Wood, Director, Mobile Health Innovation, Grameen Foundation By Anne MorrisMWC12 Daily DAY2_DAY2 27/02/2012 20:28 Page 8 Mobile Health Partnerships from the NGO Perspective. Time: 14.00, Hall 5, Room 5Which mobile health services will be most popular in emerging markets?Mobile health services that succeed will need to do three things: 1) providerelevant and actionable health information that ultimately leads to a changein behaviour 2) be usable by people with low literacy skills 3) be affordable.There is currently a lot of energy around maternal and child health initiatives,such as Grameen Foundations Motech project in Ghana. Additionally, Etisalat: Integratingsophisticated services that are able to provide people with information about Q&A rwhen they need to seek medical attention or how to address commonailments could also prove to be very popular and powerful. mobile money withWhat are the barriers to establishing successful mobile health partnerships? mHealth a win-winIt can be tough to align objectives between partners. The private sector is By Richard Handfordtypically driven by gaining market share and increasing revenue, while NGOs Mobile Health:and governments are looking to achieve changes in health outcomes. approachAccomplishing both of these, while also functioning with a sustainable Emerging Marketsbusiness model, can be extremely challenging. Its also quite difficult today partnerships forto establish connections to telecommunications firms for interactive voiceresponse services in many markets. SMS aggregation is easier, but weve For developedgrowthfound that the illiterate need IVR for our efforts to be effective. rue commitment from anmarkets the THow can these barriers be overcome? MNO to a mobile healthproposition is builtThere needs to be compromise between the public and private sectors to find programme means turning it around secure SKTcommon ground where both can achieve the common goal of widespread into a mainstream business and not remote access,adoption of mobile health services. NGOs need to define and build services just viewing as just a hobby or PRthat can have a broad reach and consider revenue generating partnerships. consultations, looks to exercise, said George Held, ViceTelecommunication providers need to look beyond short-term revenue goals Presudent group products and storage and fastand use their market reach and customer network to help catalyse adoption services at Etisalat. overseasdistribution.of services at a large scale.Held, who was speaking with Mobile World Daily ahead of aHow important is the role of mobile operators to such partnerships? healthcarepresentation he made at Congress The Mobile Baby programme isMobile phone operators hold the primary relationship with the customer, so on Monday, said the Etisalat Mobile designed to support birth attendantsthe operators play a vital role in these partnerships. The frequency with Baby programme is a prime and midwives and ensure safer marketswhich someone tops up airtime vastly exceeds the number of times someone example of how mobile health canpregnancies and deliveries byseeks health information on their phone. Operators can be a powerful become a sustainable and scalable enabling carers to quickly andchannel to market health information services, enabling people to receive proposition by integrating it with aaccurately identify, communicatehealth information rapidly. Creative thinking with operators around mobile payment service. and act on obstetric emergencies.sustainable business models is vital for the long-term success of any mobileEtisalats Mobile Baby programmeThough the service is critical inhealth service. K Telecom (SKT) is looking at creates revenue for all members ofthe emerging markets, it is not fully S mobile health opportunities the ecosystem, said Held, from therelevant in the developed marketsWhat will be the most successful reimbursement model for mhealth outside Korea, said Yook Tae- midwives through to local transport where the above challenges areservices in low and middle income countries? Sun, Senior Vice President andproviders and Etisalat, which already adequately addressed, saidThat really depends on the market. Countries with large populations can Head of the operators Healthcare generates revenue through service-Held. For developed markets theachieve a high enough volume of service use to make a low-priced Business Division, in an interviewrelated data consumption. proposition is built around secure By Richard Handfordsubscription model possible. In other locations which will likely be the with Mobile World Daily. The Mobile Baby programmeremote access, consultations,majority of countries a sponsorship- or advertiser-driven model will likelyThe operator is currentlyensures that all participants get paid, storage and fast distribution.be more successful. At Grameen Foundation, we also hope to be able to offering two of its mobile health commented Held, and thereforeHeld concluded that Etisalatdemonstrate the value of mobile health services and the potential cost platforms to hospitals in China and provides a sustainable level of strongly believes mHealth servicessavings of delivering the services through the mobile phone so that is having discussions withsupport for women in rural areas. will be equally popular insponsorship by the government health ministry makes sense, given the total Indonesian and Taiwanese mobileMost women especially in low- developing and developed markets,savings that would occur in the overall health system. operators about jointly offering theincome countries continue toifproperly introduced and same solutions in their homedeliver at home for a variety ofcommercialised. The only markets, according to Yook. reasons including cost, preference, difference will be in the scope of theSK Telecoms mHealth servicesculture and lack of information, offering and how they are are offered via the Health Connectsaid Held.positioned in the market, he added. joint venture with Seoul National University Hospital that was announced last autumn and then launched in January 2012. The joint venture has already announced plans to rollout healthcare services mHealth domestically in Korea later this year.In addition Yook said the joint venture is now in its initial stage of payments and entering the global markets with its digital hospital services. The plan is to pioneer the service in rules are crucial South East Asia by developingIn the developing world, services for prevention and healthcustomers are accustomed to management.eimbursement and paying for health while in theThe joint ventures two platforms offered in China are the smartphone-basedHospital Rregulation emerged as keyissues from yesterdays conference session on how to get developed world it is governments and the private sector such as insurance companies that generally Information System (HIS), which mobile health integrated into large-pay, said Gaur. This set-up in the enables doctors to check patientsscale health systems. developed world means the information and view their Pramod Gaur, Vice Presidentreimbursement model for mhealth prescription records, and its HealthTelehealth with the UnitedHealthis more complex to establish.existing mobile payment service. during the Q&A part of the session. Information Exchange (HIE). Group, a leading US health insurer,George Held, Director of Products We need a sustainable businessOne model is an open marketSK Telecom is demonstratingoutlined who are the four & Services, Etisalat Group gave thewhich means everyone is making where the strongest apps survive. Health Connects services atstakeholders in mobile health:example of the operators Mobile money, said Held. The other one involves the Mobile World Congress this week.patients, health professionals, payersBaby service which is offered acrossOn the subject of regulation, government taking responsibility The operator will also show off its (government or insurance company) its African footprint as a working Richard Moore,Commercial for regulation. He said the US is newly-launched mPrescription appand caregivers (the patients familymobile health service. It is focused SyndicationandPartnershipmore advanced than the UK in that enables patients to carry andand friends). He also mentioned the on reducing mother and child Manager, NHS Choices, Capita thinking about regulation and that store electronic prescriptions in role that mobile health has inmortality by seeing more at-risk Health, explained the need for the forthcoming announcement their smartphones, so removingpromoting wellness which is under-pregnant women reach hospital. The regulation when it comes to mobile from the US Food and Drug the need for them to carry paper- used compared with the monitoring business model involves midwives,apps. Its what we are trying toAdministration (FDA) on apps based prescriptions.of patients with chronic conditions.taxi drivers as well as the operators figure out at the moment, he saidwould influence the UK.PAGE 8Tuesday 28th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com 9. ADVERTORIALMWC12 Daily DAY2_DAY2 23/02/2012 14:23 Page 91.6Gbps Downlink Throughput: The ARU features the worlds highest single-unitthroughput. Other features include: Broadband supportone ARU can simultaneously support three different bands,including 1.8GHz, 2.1GHz, and 2.6GHz. Wider IBW (Instant Bandwidth)each module utilizes IBW at 40 MHz to support higherthroughput. A high-degree of integrationeach module is very small, so one slim ARU enables theassembly of up to three modules. Split-cell functionalitycapacity is effectively doubled by splitting existing single sectorsARU andin two; even with interference considered, capacity can be increased by up to 80%. User-targeting beamformingboosts downlink throughput.Giga-Level Uplink Throughput: The ARUs uplink and downlink throughput operate on agiga level. In a connected world with endless possibilities, uplink traffic is certain to increaseAtomCell,due to the increased ease of posting video and other high-bandwidth content online. Uplinkcapability will thus become more and more important for mobile networks. The ARU isspecifically designed to meet such challenges with its 4-way receiver technology, which iscapable of boosting gain by up to 40% to help uplink throughput reach 850Mbps.Creating aAdaptable Configurations: As an operators business grows, the need to increase networkcapacity becomes more important. An SDR (Software Defined Radio)-based ARU enableseasy network upgrade for greater capacity. After acquiring new spectrum, operators canadd more modules in different bands, or split single sectors into two for network expansion,ATOMCELL, THE WORLDS MOST INTEGRATED BASE STATIONwith no new site space needed.ConnectedDue to increased traffic and coverage requirements, small cells are playing more and moreof an important role in the industry. In addition to macro cells, operators need small cellsto cover blind spots or offload to macro cells. Small cells help improve networkWorldperformance and provide better service to end users in a connected world.Finding site locations for small cells is difficult since their coverage area is limited.Accommodating their backhaul is also a challenge. The AtomCell, Huaweis small cellsolution, is designed to address these problems. Over the past 10 years, the number of mobile subscribers has increased from800 million to 5.8 billion. Over the past 5 years, hundreds of thousands mobile applications have beenmade available for download. Over the last 2 years, more and more smartphones have been sold, replacingfeature phones. We live in a world where our lives and behavior have been changed by mobile communications. We are living in a connected world. The Atom constitutes the basic component of Huaweis AtomCell solution. Utilizingadvanced technologies, the Atom integrates baseband, radio frequency, and power Traditional mobile networks are not able to meet increasing demands onamplifier functionality into one small box. Using this component and a suitable antenna traffic. To achieve success in this new world, we need new solutions.module, many different kinds of products can be assembled (RRU, base station etc.). Supporting 4T4R, two Atom units can be used to assemble a device that supports 8T8Rand even 16T16R, to support higher-order MIMO for better performance. The AtomCell isARU (Adaptive Radio Unit), Supports 12 times Capacity Expansionalso the worlds first micro base station to support user-targeting beamforming.(Maximum Configuration) It has become increasingly difficult for operators to find space to build sites, even as theAmong all the challenges facing small-cell solutions, backhaul issues are the most need to support huge volumes of traffic continues to grow. significant, as small cells need to be installed where traditional backhaul cannot be reached. Huaweis ARU (Adaptive Radio Unit) is ideal for deployment in cases where space is limitedThe AtomCell integrates different transmission functionalities (ADSL, Optical, FE) to meet but the need for capacity is great. The total size of its integrated antenna and radio unit is different application scenarios. Customized microwave solutions have also been developed comparable to a standalone antenna, and its modular design can be easily configured. for our small-cell solutions. The ARU can simultaneously support three separate bands over three different modes, The AtomCell is designed according to the concepts of site optimization and ease of and supports cell splitting to improve overall cell capacity by up to 80%. deploymentOne Site, One Box.AtomAtom Cell MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comTuesday 28th February PAGE 9 10. MONEY NEWS Giesecke & Devrient (G&D) By Richard Handford has been selected by Intel to deliver lifecycle management of the embedded secure By Paul Rasmussen elements within Intels smartphone reference device. G&D will manage the partitioning and keyMWC12 Daily DAY2_DAY2 27/02/2012 19:45 Page 10 management of the embedded secure elements over-the-air. Embedded secure elements provide an additional protected area for security-sensitive applications such as payments and ticketing using NFC. NEWS IN BRIEF... Mobile moneyMTN firstCommenting on the agreement, Ericsson President and CEO, Hans Gemaltos UpTeq NFC SIM Vestberg, said that 2012 would be a service flourishes in to adopt vault offers mobile operators year of partnership across the higher return on investment emerging mCommerce eco-system. earthquakes wake Ericssons from their NFC roll-outs, and MTN has long been an early security for protecting mobile adopter in mobile money, and this transactions. The new SIM new partnership builds on our mWallet enables mobile operators to Viola has attracted 364,000 ongoing relationshipof Intel selects G&D install and manage new NFCregistered users, an October 2011collaboration. Driving accelerated services even after issuing it aitian mobile operator Viola figure that Liautaud says has growntime to market for operators and H to end users. UpTeq NFC islast month passed US$4subsequently by about 15,000-linking wallet accounts to purchases designed as a high-endmillion of payroll transactions 20,000 additional users. The take-up across multiple payment systems is security device to handle the carried over its T-Cash mobile money means T-Cash has achieved 30 TN is to be the first a clear next step in next generation M processing, storage and service, an indication of the servicespercent penetration of its 1.2 million operatorto deploy mobile financial services." verification of sensitive data. popularity and its role in the country base in just over one year since Ericssons Converged This move follows a period of following a devastating earthquake launch. Leading rival Digicel offers Wallet service across its operationsclose co-operation between MTN two years ago, according to a Mobile an alternative mobile money servicein Africa and the Middle East.and Ericsson on the ConvergedWorld Daily interview with thewhich is called TchoTcho Mobile.Ericsson said that its technologyWallet technology, with MTN By Richard Handford Sybase 365s mobileoperators acting CEO Pierre Liautaud. Violas T-Cash service is based would enable MTN to fast-track thebeing one of the first operators to commerce platform isMany NGOs that came to theon the USSD data channel and the deployment of mWallet services by deployEricssonspre-paid designed to address mobilecountry in the wake of the Januarymobile money platform is suppliedintegrating its Converged Walletsoftware back in 1998. The banking, mobile payments 2010 earthquake use T-Cashs payroll by vendor MoreMagic. T-Cash hasservice into MTNs pre-paid company said it would deploy the and mobile money services service to distribute aid payments sobeen nominated for a Globalcharging system.Converged Wallet service as a pilot for developed and emerging boosting its take-up. Viola originally Mobile Award at this years Mobile"Optimising the mobile money in a number of its operations this markets. The platform planned for money transfers betweenWorld Congress.consumer experience directly impactsyear, with a view to a wide enables banks to extend their individuals to be the mainstay of its As well as paying their own staff,consumer stickiness, said Christian de deployment across all its operations NFC SIM vault relationship to both the retail servicebutthe earthquake NGOs have used T-Cash in other Faria,MTNs Group Chief in Africa and the Middle East. and business customer dramatically changed the operatorsways. For instance Mercy Corps Commercial Officer. With Ericsson Ericsson added that it would be through the mobile channel, thinking. Instead, payroll came to the uses the service to distribute Converged Wallet we can now address the prime integration contractor for and to create new services fore after the services launch in vouchers as part of its developmentour strategic priorities by enablingthe MTN mWallet project which and improve customer December 2010. programme for small businesses.rapid response to our consumerswould include providing software loyalty. It supports mobileHaiti is a good candidate for The same NGO piloted the service preferences and expectations."and managed services. payments services that mobile money anyway because it isbefore T-Cashs wider launch. By Richard Handford enable consumers to use a cash economy where relatively few In addition to payroll services, their mobile devices to pay of the population hold a bankT-Cash can be used for P2P Isis signs up cards for real-world goods and account. For instance, the country transfers, purchasing goods in retail services. This latest release has approximately 25,000 creditoutlets and paying bills. adds mobile money capability cards and 50,000 debit cards out of a Liautaud has not been surprised for its mobile wallet to the platform for total population of 9-10 million by the services take-up. No branchless banking. giving an opportunity for mobile because I used to work in a bank in money services. The earthquakethe early nineties. I left because they provided a window to realise the did not understand the future was Mobile commerce value of such services compared to electronic payments. I knew that platformother countries, says Liautaud. Haiti had a need for such payments. sis, the joint venture between The mobile wallet service, which I three leading US mobile operators,hasreached agreement with Chase, Capital One Vodafone will be offered across the operatorsfootprint, will be based on Visas pre- and Barclaycard so that their credit, debit and prepaid cards will be and Visa paid account and offered toconsumers in partnership with the placed in the ventures mobile wallet, it has announced at Mobile in mPaycard companys issuers. Initial launch of the service will be World Congress. Consumers who hold accounts partnershipin Germany, Netherlands, Spain,Turkey and the US in the current with the three banks will be able to put their cards into an Isis mobilefinancial year. Other countries within wallet and shop at participatingthe mobile operators footprint will retailers when the ventures servicefollow over time.launches in mid-2012, starting in Saltodafone and Visa haveOther financial institutions as wellLake City, Utah and Austin, Texas. Vannounced a worldwidepartnership that will enable consumers to pay for goods andas retailers, transport and utilitycompanies are welcome to of fer theirservices within Vodafones wallet.The announcement with the three financial institutions follows the announcement by Isis in July any major payment card and put it inside the mobile wallet. services using their mobile phones. In developed markets in Europe, 2011 that it would work with the top The Isis mobile wallet will offer The two companies will develop a North American and Australia, usersfour US payment networks: Visa, the ability to pay, redeem coupons Vodafone-branded service supported of the new service will be able to makeMasterCard,Discover and and accrue loyalty points. Chase, by Visas payment system. They say purchases using NFC-enabledAmerican Express. IsissCapital One and Barclaycard will the link-up is the worlds largestsmartphones equipped with Visa relationship with the four payments tailor their card services for the new mobile payments partnership.payWave mobile payment technology. networks means banks can enable mobile wallet. PAGE 10 Tuesday 28th FebruaryMOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com 11. ACCENTURE | SUPERSTACKS Mitch Cline, Global Managing Director, Electronics and High Tech, AccentureMWC12 Daily DAY2_DAY2 23/02/2012 14:23 Page 11 READYING FOR A SUPERSTACK- DRIVEN WORLDINTEGRATION IS KEYDIVERGENT STRATEGIES NEW DYNAMICSCompeting in atechnology superstackSUPERSTACKS TAKING SHAPEThe global mobile industry is moving into a new phase of competition: oneEqually significantly, almost three out of fourin which collaborative and tightly integrated technology and business companies have already formalized their strategyecosystemswhich we at Accenture have termed superstackswill play aand set specific priorities to compete in theAs superstacks become more established, ourpivotal role in future growth and innovation. In moving to this new superstack environment. Their main competitive study suggests that companies need to takestructure, the mobile industry is creating a model for the entire high-tech priorities are owning critical IP-based assets,several steps to ensure the right positioning inindustry. Over time, superstacks will emerge in two other major high-tech fostering the right collaborative culture across the the right ecosystems. These include escalatingworlds: enterprise computing, and the digital home. stack, and managing their strategic journey. their external M&A and collaboration, while simultaneously addressing internal performance COMPETITION RESHAPED ow do superstacks work? Whatgaps in three main capability areas: H factors are driving their emergence? And how should companies respond? Answering these questions will helpThe key to a superstacks success is closecoordination and integration between all fiveof these levels. One of the first players toWhile theres general agreement around thekey priorities, theres less consensus abouthow to achieve them. Companies strategies In innovation/R&D/product management, they need to ensure the portfolio companies compete and collaborategrasp this imperative was Apple. Spotting the are divided between creating their own continued relevance of their R&D capability to effectively within them. disruptive potential in the mobile industry,ecosystem, joining an existing one, or participants across one or more superstacks. What is a superstack?Apple centered its efforts around mobilespecializing in what they do best. In talent management, they will have to A Superstack is a new view of the competitive anddevices, building on its operating system andMore generally, companies superstack adopt a more structured approach to collaborative arena across all the layers of the With global penetration rising rapidly, mobile integrating vertically to include cloud-based strategies can be split into two groups: workforce planning. information and communications technology (ICT) devices and services now represent the mostservices. verticalization, including delivering special Inmarketing & sales/channel industry including chips, devices, operating intense area of focus for technology investment, The result is todays integrated Applepurpose applications in a box for industry management, more efficient management systems, applications and end-user services. development and innovation. And within superstackwith Apples own core business inverticals; and horizontal specialization, includingof external partner relations will be a key Historically, ICT companies have madeIMPACTS AND OPPORTUNITIES mobile, operating systems have emerged as thethe operating system and devices layers provisioning secure infrastructure services andsuccess factor in a superstack environment incremental decisions related to their product epicenter of the competitive battle. supported and complemented by a controlledseeking dominance in one or a few layers of the roadmaps which impacted other companies inIncentivized by the rapid take-up ofopen platform in the application and servicesuperstack. Figure 1 illustrates a superstackThe future winners are those companies that each of the layers in which they directly competed. smartphones and tablets, a wide array of layers, and controlled integration in the chipset structure and these two main strategies. identify the right superstack strategywhile Today, the same companies now envision their operatingsystems are fighting it layer. This carefully constructed superstack also ensuring these three capability areas are future development more strategically, across all outreflecting the proven power of enables Apple to maintain firm control over its Figure 1: the superstack structure fit for purpose to execute it. layers, and more intentionally focus their operating systems to attract both users andplatform while simultaneously integrating app and two main participation resources to increase their differentiation in one software developers alike, and to drive newdevelopers and engaging users.strategies 1. IDC Insight: SAP and Sybase: A Marriage Made in or more of the three superstacks: business opportunities in data services. Database Heaven, Carl W. Olofson, June 2011 Mobile computing delivered by smartphonesThis is a race in which a select group of The High Tech Superstack 2. Nortel press release, July 29, 2011:and tablets winners can take all, as the mobile operatingAcross the high tech industry, Appleshttp://www2.nortel.com/go/news_detail.jsp?cat_id=-Services Enterprise computing powered by datacenters systems market gravitates towards just a achievement in building an integrated stack 8055&oid=100272468&locale=en-USand the cloudVerticalization handful of players globally. However, thefrom chipmaker to end-user has not gone3. Samsung Galaxy Tab blocked in Europe by Apple,Applications Consumer electronics in the digital home game is far from over, with the advent ofunnoticed. In each of the mobile, enterpriseDigital Trends, 9 August, 2011, via Factiva, HTML5 promising to further disrupt the and consumer battlegrounds, superstack Operating systems competitive dynamics.structures are emerging where high techcompanies compete and cooperate to create Devicesan unprecedented type of integrated Against this rapidly-evolving background, theindustry ecosystem. Chipsets reshaping of industry competition towards Examples include the Intel-McAfee deal, the superstack is starting to take place. This which means McAfee now sits up a level Horizontal specialization development is confirmed by a recent higher in the hardware supply chain, and can Accenture research study based on in-depth embed its security software in platforms About 60% of the companies we interviewed interviews with 30 C-level executives in large before they are incorporated by the likes ofare adopting vertical strategiesand many of high-tech companies worldwide. HP, Dell and Lenovo. And SAP is using its these executing their strategy through targetedThe interviews showed that executives acrossacquisition of Sybase to strengthen its acquisitions. Some 77% of our respondents the high-tech industry are looking at who they position both in enterprise mobility andbelieve that superstack-related M&A activity in compete and cooperate with in a new and more database management software1.their industry will continue to rise. holistic way. This new mindset is resulting in In terms of the rationale for M&A in the companies working together through an ever-superstack world, the strongest driver is wider array of acquisitions, joint ventures, Superstacks are already an everyday reality: once acqu iring intellectual property assets, alliances, and collaborative partnerships. the concept was explained to them, the high-techfollowed by gaining access to talent. RecentOver time, those who team up most executives in our research immediatelysuperstack-related deals with a clear IP focus effectively and successfully will be able to recognized their emergence, with an include the acquisition of Nortels IP portfolio evolve a tightly-integrated vertical superstackoverwhelming 83% saying they have beenor by a consortium including Apple, EMC, incorporating participants at all five levels of are beingimpacted by superstacks. An Ericsson, Microsoft, RIM and Sony2; and the high-tech value chainchipsets, devices, overwhelming 96% said superstacks bring moreGoogles purchase of Motorola Mobility, operating systems, applications and services.opportunities than threats for their companies. including more than 17,000 patents3. MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com Tuesday 28th FebruaryPAGE 11 12. NEWS@ShowDaily The Mobile Cloud Messaging (MCM) solution from Mavenir Systems enables operators to respond to the threat posed By Matt Ablott by over-the-top (OTT) applications on messaging revenues by reducing the time-to-market with their own branded rich messaging service. This core network solution is bundled with a user-centric client forMWC12 Daily DAY2_DAY2 27/02/2012 19:45 Page 12 multiple smart phone ecosystems that can be branded and localised. Mobile By Paul Rasmussen and converged operators will Tweet now be able to offer reliable and rich chat, multimedia sharing, group conversation, and network storage Wireless Intelligence: MBB functionality across smart NEWS IN BRIEF... phones, tablets and web devices. Mobile cloud messaging solution offsetting voice declines BTs Advanced Research Mobility Team and Stoke have completed joint lab trials investigating different he rollout of mobile T deployment models for LTE broadbandservicesis networks. The tests were beginning to compensate for TI Chairman designed to explore potential declining voice income in many synergies between mobile parts of the world, according to a warns on and fixed networks and new Wireless Intelligence study. examine a variety of options The study tracked the difference OTT apps for LTE transport connectivity. in ARPU between operators that Stokes Security eXchange had launched mobile broadband was used to examine aspects and those that hadnt, and shows of scalability, enhanced that the latter group has seen security, and multi-tenant average blended ARPU decrease at he fast-growing services T network sharing scenarios, twice the rate of that of the former being offered by over-the-top and acted as an anchor over the past five years (see chart).(OTT) players is starting to device in enabling the Although the gap is narrowing, impact the ability of mobile demonstration of different voice ARPU is still falling fasteroperators to meet future investment architectural strategies for than total ARPU, suggesting thatrequirements. By Matt Ablott LTE deployment. BT and operators have been able toThis warning was given during Stoke are now able to define effectively monetisemobileyesterdays keynote session by new architectural strategies broadband networks to compensatephenomenon has subsequently by 23.4 percent per annum onFranco Bernabe, Chairman, GSMA, that provide important for declining voice revenues, said played a significant role inaverage since 2006, and now and Chairman and CEO, Telecom Validating LTE information for LTE license report author Calum Dewar. Thisstabilising blended ARPU, he says. accounts for 41 percent of theItalia (pictured). These new OTT deployment holders. has been possible as a result of The study cites the example of operators total revenue. players have based their innovation these new networks gaining traction AT&T in the US, which launchedin the mobile domain, without a deep at a record rate of growth, currently WCDMA in 2004 and HSPA a year understanding of the complex accounting for more than 20 percent later. It notes that, since 2006, the technical environment of our of global connections compared to operators voice ARPU has industry. This is increasingly creating Although the Communication Components just 3 percent in 2005.declined by 7.2 percent per year on significant problems to the overall Inc (CCI) has acquired Dewar adds that the new average from around US$43 togap is narrowing, service offered to the end user and Canadian specialist antenna networks have in turn generated a US$29, but total blended ARPU has driving additional investments for voice ARPU is still company, TenXC. Included in significant rise in smartphoneremained stable, dropping onlymobile operators, said the exec. CCIs new portfolio will be ownership, with global smartphone slightly from US$49 in 2006 tofalling faster thanHowever, Bernabe recognises that technology and network- penetration now at around 10US$47 in 2011. This means that thethis new breed of OTT providers is total ARPUTop Ten Connected agnostic, patented percent. As smartphone ARPU is shortfall in voice at AT&T has been the most important factor reshaping Value to the Connected LifeApplications in 2020 asymmetric beam technology typically double that of non- almost entirely made up by non- the mobile operator environment that and state-of-the-art Bi- smartphoneusers, this voice ARPU, which has increased has emerged in the last few years.Connected CarUS$600 billion Sector Array antennas, New players have introducedClinical Remote Monitoring US$350 billion designed to boost the ground-breaking innovation both in capacity and maximize theAssisted LivingUS$270 billion terms of hardware and in services, use of existing spectrum. The significantly contributing to growth inHome and Building Security US$250 billion Connected devices bi-sector array solutions can mobile penetration and data usage.Pay-As-You-Drive Car Insurance US$245 billion be used independently, or inPerhaps the most innovative aspect conjunction with CCIsNew Business Models for Car UsageUS$225 billion he connected devices market new players have introduced is a T to generate US$4.5 existing cell site extension could be worth US$4.5 trillionrevival of a customer-centricSmart Meters US$105 billion products. by 2020, according to a new approach, ease of use and simplicity.Traffic Management US$100 billion study by the GSMA and Machina These principles have catalysed the Research. trillion by 2020industry and contributed in generatingElectric Vehicle ChargingUS$75 billion It estimates that US$2.5 trillion 600 petabytes per month of mobileBuilding AutomationUS$40 billion would come from the sale of data traffic in 2011, which is eight connected devices and services with The Connected Life will have a benefit of billions of people times greater than the total Internet CCI makes about half of this total going directly positive impact on many industries; globally, said GSMA CMO Michaeltraffic in 2000, added Bernabe. Canadianto operators. The remainder of thehowever, capitalising on this OHara.But the current situation is untenable acquisition US$4.5 trillion will be made up ofenormous opportunity requiresMeanwhile, the number of total when the quality of the basic mobile cost reductions and service cross-sector collaboration to fully connected devices is expected toservice is jeopardised by network improvements. realise the power of mobile for the increase from more than 9 billion outages provoked by unnecessary today to 24 billion in 2020, andsignaling from smartphones, said within that timeframe mobileBernabe, and a more collaborative connected devices will grow 100 per approach is needed. cent from more than 6.5 billion todayEveryone should bring value to the to more than 12 billion in 2020.ecosystem: OTTs are definitely in a Thetop ten connectedleading position to develop good and applications (see table) will account useful applications for end users, they for 60 percent of the connected are innovative and can leverage their devices market in 2020. skills to bring innovative solutions with The list is topped by the an exciting user experience, he said Connected Car, which will includeTo illustrate the investment services such as stolen vehicle requirements facing mobile recovery, insurance telematics andoperators, Bernabe said that over entertainment. Machina Research the next four years the industry will anticipates that 90 percent of newinvest nearly US$800 billion in capex cars in 2020 will have some form of and contribute US$2.7 trillion to in-vehicle connectivity.public funding worldwide. PAGE 12 Tuesday 28th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com 13. ADVERTORIALMWC12 Daily DAY2_DAY2 23/02/2012 14:23 Page 13Key Enabler for Walter Lee, Director, Operation Process and Quality Management, Huawei Global Technical service In the dynamic telecommunications market, service providers are under pressure to offerIn addition, the multi-disciplinary teams of eTOM or ITIL certified professionals from new and innovative ICT services to remain competitive. As competition increases and different technical domains provide industry best practice services. With the service market becomes saturated, these new services play a key role in increasing revenues,oriented OSS tools, the operation processes can be standardized and easily followed. Also, reducing churn and gaining new subscribers. the tools should be flexible to adapt in different technologies and multi-vendor solution,Transformation of Users today expect a high quality in both performance and availability of these services. allowing the measurement of service quality and end-user perception. A wide range of Given the increased emphasis on customer experience as a differentiator for service Standard Operation Procedures / Guidelines in different technologies or environments will providers, network and services quality and availability have a direct impact on customer ensure consistent services delivery. satisfaction. Achieving this helps improve end user perception and the brand image of the operator. To address these challenges and support service providers to launch and operate ICT services in todays complicated and dynamic environments, services provider has developedBusiness Operations a standard business process framework. This standard business process framework is a key enabler for transformation of business operations and will revolution the way service providers operate, communicate and do business. Organizational and technological changes are driving service providers to adopt processes, tools and people to support new services and value chains. The key of the standard business process framework needs to continually improve byfocusing onthe communication, excellent services and customer satisfaction. This framework is a streamline solution to improve the services performance and Clear Communication is a critical factor in customer experience. With the flexible operational structure, the team can proactively an effective environment. Often different peopledeliver excellent services to the customers. describe the same thing in different ways, resultingFor example in Huawei, standard business process framework, which named as in time being wasted to deliver the same message. eTOMManaged Services Unified Platform - MSUP, adopted eTOM to develop high level (Enhanced Telecom Operations Map) is an excellent communication framework framework and identified similarities in the eTOM layers. Based on these similarities, we describing a full range of business processes required by service providers in theintegrated the ITIL best practice to design process foundation at eTOM level 4. For example, telecommunication industryIncident Management and Problem Management of ITIL can be applied to resource trouble management and decomposed from eTOM level 3 to level 4. Then the details can be refinedServices are considered as a value generated to customers. This concept is fundamental to implement in a variety of real world operation environments. The uniqueness of this in the telecom area. For example, you can use mobile banking to transfer money instead of approach is the re-usability of the process modules to keep a consistent standardized going to a branch office. ITIL (The IT Infrastructure Library) is a compilation of Serviceprocess throughout the organization. Management best practice. Many organizations worldwide utilize ITIL to establish andHuawei Managed Services understands the needs of todays rapidly evolving business improve capabilities in service management. This is based on the service lifecycle approach environment for converged IT & Telecoms service delivery, helping service providers to provide excellent service to customers.increase productivity and efficiency, improve business processes, make cost savings and increase sales and growth.Customer satisfaction is a critical component of a successful business. Huawei listens toOur experience with industries frameworks, best practices, standards and the development its customer and responds promptly to their needs and utilizes Quality Management System of MSUP, has provided Huawei Managed Services the capability to manage current and future (TL 9000 standard) to support service providers continuous improvement programs. challenges and helping service providers to focus on new revenues streams. MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comTuesday 28th FebruaryPAGE 13 14. NEWS @ShowDaily The Diameter Routing Hub from Sybaase 365 brings roaming flexibility to global LTE subscribers using the Sybase 365 IP Exchange (IPX) backbone and Mavenir Systems Diameter Routing technology. Now operators will be able to offer roaming to their LTE subscribers who venture toBy Paul Rasmussen other compatible LTE networks around the world. This will enable consumers to accessMWC12 Daily DAY2_DAY2 27/02/2012 19:45 Page 14 services and enjoy a seamless experience as they roam into other network environments.Tweet The Spirent CS8 Wireless Device Design Tester now offers a configurable IMSMobile ad InMobi:By Ian Volans implementation to aid the NEWS IN BRIEF... development of mobileTenfold devices and chipsets. Testing Enabling LTEuptake driven with this new functionality roaminggrowth in enables mobile device designers to bring products toby always-on market that deliver IMS-mobile based services such as VoLTE, presence-based instantand locationadvertising messaging, video messaging, desktop sharing and new location-based services, faster and with fewer issues.seeing strong growth in expandingsalesmaterials, connectinghe demand for mobilecustomers with information andT advertisingisbeinggrowing traditional campaigns. Mosaik Solutions, formerlyacceleratedbythe The Ogilvy exec claimed there is American Roamer, hasinclusion of always-on andstrong evidence, both qualitative and licensed Europa Technologieslocation-based features withinquantitative, that consumers are to distribute its Globalhandsets, said Scott Seaborn, using their mobile phones for more Coverage Analyzer andHead Of Mobile Technologies,than just engaging with adverts. Cellmaps services. EuropaOgilvy Group. (pictured) Mobile advertising is about what Configurable IMS uses Mosaik Solutions In terms of the pure ad formatwe call mobile moments. ForBy Tim Ferguson coverage tiling applicationand real estate, you will see a strongconsumers and organisations it is programming interface (Tilinggrowth and upside for rich medianot about mobile devices, but about API) to efficiently access theformats and premium placements,new ways to access information,obile ad network InMobiM mobile coverage catalogue,said Seaborn. Mobile is not allengage in conversation and interactCommenting on the value of apps detected a ten-fold increase which showcases global LTE,about bannersandin-appwith brands, services and their to a mobile marketing strategy, thein rich-media mobile HSPA, EVDO, and WIMAXadvertising, but more about how environment. When this happens in Ogilvy exec claimed it depends on advertising between Q4 2010 and Q4 footprints. Additionally,people interact with information in a a given context, space and at a the company, product or service and 2011. Naveen Tewari, InMobis CEO Mosaik has integratedgiven situation. Advertising can take certain point of time we call these what they want from a mobile- (pictured), who addresses congress Europas Global Insight vectormany forms on mobile and we are mobile moments, said Seaborn.related ad campaign.today (Hall 5, Auditorium 3, 14:00) data product into Mosaiksputs this growth down to increasing global base map found insmartphone and tablet penetration.Orange: CellMaps, Global CoverageOperators as Intelligent Partners session In-app advertising across different Analyzer and MapELEMENTSat Congress yesterday.categories of apps from games toOperatorsIncreasingly complex value chainsmean the way operators partner withentertainment and news hasexploded in the last year, Tewari toldneed to j FORD Cont. from P1other organisations has completely Mobile World Daily.changed, according to Gurrola, with Research conducted by InMobi Mobile coverage partnershipchange theirit being much more about bringingtogether ecosystems.across more than 15,000 mobile usersworldwide suggests that the averageapproach toCiting the launch of NFC servicesin France and the UK in 2011,person consumes 7.2 hours of mediadaily. Of this, 27 percent is on mobilepartnershipsGurrola said: Their success hasbeen the result of participating andcompared with 22 percent on TV. Three aspects make mobile a verycreating in the development of acompelling medium for advertisers,whole new ecosystem, whichsaid Tewari. Utilisation of data forperators need to change the involves multiple players, all jointlytargeting users; analytics to measureO way they work with partnersif they are to cope with thechanging mobile landscape.These changes require operatorsto place a greater emphasis on howfocused on delivering new andrelevant services to customers. Gurrola added that operators willcampaign performance and drawinsights; and the ability to exploit theform factor and device capabilities toIn an interview with Mobile World networks are managed and howneed to become more flexible anddeliver rich media ads.Daily, Orange VP of strategy andresources can be shared withmore willing to compromise withAssembling the technologicalbusiness development for consumer partners and customers. partners in the future, as well ascapabilities to process and analysemobile, Daniel Gurrola (pictured),In this constant drive towards the develop a clear understanding of thethe massive volume of data that cansaid the operator is implementing mobile Internet, operators are keyvalue partners can bring. Operatorsbe captured is a challenge that affectsnew business models to cope withplayers, running networks and must go deeper, overcome risk the scaling of ad networks, accordingchanges brought about by the spread delivering the innovations that our aversion, and act quickly into Tewari. With fragmentation inof smartphones, use of applications,customers desire, said Gurrola, whoresponding to changing roles within the mobile ecosystem and a plethoraweb services and M2M. spoke in the Business Transformation: the partnerships, he said. of devices and operating systems,building solutions that can be runacross all these platforms is key. By gathering more and more data He added that no single company orThe telecommunications industry is critical around user context and runningIn a special keynote address at industry will be able to tackle the issuein the creation of an inter-connectedadvanced analytics on it to triangulate Congress last night, Ford the great- alone. I believe our two industries are transportation system where cars are the target consumers, Tewari believes grandson of legendary founder Henrycritical partners in achieving a future that mobile can become an exclusive Ford - outlined the need to developwhere transportation continues to intelligent and can talk to one another as platform for highly targeted one-to- intelligent vehicles and transport represent freedom, power and well as the infrastructure around themone advertising. systems and the role that the mobile economic growth and well get there if Consumers are also moving to a industry could play in creating inter- we work more closely together thanFord predicts vehicles will betransportation traffic will be woven world of connected devices and connected transportation networks to ever before. communicating with infrastructure together into a single mobile Tewari sees the ability to track the relieve pressure on the worlds roadFords Blueprint got Mobilityand cloud systems in half a decade, network to save time, conservesame user across mobile, tablets, networks.initiative envisages vehicles making journeys more efficient by resources, lower emissions andgaming consoles and smart TVs asThe telecommunications industrycommunicating with each other,providing alternative transportationimprove safety, according to Ford. an interesting and important trend. is critical in the creation of an inter- transport infrastructure and mobile options if congestionisFord became the first ever car Synchronisation of ads across connected transportation systemdevices in the future. Cars are aunavoidable.company to launch a vehicle atthese devices can help capture a where cars are intelligent and can talkgreat untapped opportunity for theLooking further into the future,Congress, unveiling the B-MAX onlarger share of consumers minds to one another as well as thetelecommunications community,pedestrian, bicycle, private car andMonday, which included its SYNC and ensure higher engagement infrastructure around them, Ford said.Ford said.commercialand publicmobile connectivity technology. rates, concludes Tewari. PAGE 14 Tuesday 28th February MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.com 15. ADVERTORIALMWC12 Daily DAY2_DAY2 23/02/2012 14:23 Page 15 TELCO BUSINESS TRANSFORMATIONPLATFORM CONSOLIDATION - LEVERAGING THE POWER OF SDP AND THE CLOUD Operators in mature markets are struggling to cope with a range of competitive issues, All Huawei service platforms and service solutions are based on a state-of-the-art SDP these include: internal competition from other operators in their markets; regulatoryarchitecture and cloud technology. The Cloud itself is a powerful meta service-enabler for decisions; and threats from Internet and OTT (over-the-top) players who are cannibalizingbroad classes of services and applications. It will certainly reshape operators IT voice and messaging revenues. Operators in emerging markets, suffer from intense Infrastructure in the coming years. internal market competition and low ARPU (average revenue per user), but are as yet areThere is, in fact, a great synergy between SDP and the Cloud. SDP can provide the less threatened by the OTT and Internet players. necessary service enablers such as authentication, charging, messaging or location forVAS Transformation: Operators understand that to stay competitive and to achieve strategic and financial applications and value added services create in the Cloud. SDP can also provide the goals they need to undergo a comprehensive business transformation. They realize thatexposure, management, and orchestration and charging capabilities necessary for effective this can only be achieved by: 1) rationalizing and harmonizing network and ITdelivery of the Cloud-based services to end users. From this perspective SDP can become infrastructure; 2) optimizing operations and business processes to reduce operatingboth the front-end and facilitator of Cloud-based services. expenditure; 3) adopting new, open business models based on partnerships; and 4) A good example of this approach comes from the Telefnica Group in Latin America; after creating new service offerings and applications to compensate for falling revenues fromdeployment of a group-wide SDP, they quickly introduced an initial set of services provided WHAT VAS TRANSFORMATION IS core voice and messaging services. by Huawei and subsequently launched several services created by third-party applicationa crucial step in Telcodevelopers with a TTM now shortened from more than six months to less than 6 weeks, orNEW BUSINESS MODELS SHARING RISKS AND REVENUESeven several days. VAS transformation is an integral part of operators business transformation. As a central part of their VAS transformation strategy operators recognize that they need to maximize revenue from data services and content. Furthermore, they want to drive more revenue Today, operators are reluctant to carry all the risks related to market introduction of newBusiness Transformation through data service innovation by competing in vertical markets traditionally addressed VAS products. On the other hand, VAS vendors also wish to participate in the revenues by other industries and service providers. IPTV, M2M, Mobile Money, Mobile Health or generated by their products for operators. This creates a strong incentive for both sides to Cloud-based ITC solutions for small and medium enterprises (SME) are examples of suchassume a revenue sharing model. service categories. Huawei has raised the revenue sharing model to the next level of maturity by doing joint In developing markets many key public and social services are often highly service innovation, market analysis and service planning with operators. Huawei also underdeveloped and inaccessible for the large part of the population. Thus operators haveprovides business consulting as its contribution to the revenue sharing model. This a good opportunity to provide mobile substitutes for many of the services that in mature increases the value proposition of Huawei revenue sharing model and makes it much more markets are delivered by governmental organizations and a variety of industry verticals. attractive for operators. VAS transformation is a multi-dimensional program that includes more than the basic MTN in Africa have successfully launched ring back tone (RBT) and other VAS services on evolution of service platforms and service offerings. Several operators invested in new VASa revenue-sharing basis with Huawei, who bears all the costs of RBT solutions infrastructure, such as SDP, but neglected to adopt appropriate business models related to (hardware/software), system integration and service operation. The services have been service creation, operation and monetization. This was one of the key reasons that ROI and launched across 21 countries for MTN, respectively. The model has proven mutually HUAWEI VAS TRANSFORMATION PROGRAM revenues from VAS platforms did not meet their expectations. beneficial, as MTN Nigeria has reached an impressive 30 percent penetration for RBT,which translates into millions of dollars of additional revenue per month. The operator isnow ahead of the game in the developing world, following a smoother path that should Successful VAS investment requires much deeper engagement on the business andenable them better maintain their leadership when their markets finally mature and theOPERATIONAL EXCELLENCE - MANAGED VAS & HOSTING operational level; provision of best-in-class service platforms and VAS products is just not situation tightens. With Huawei, they will remain leaders for the next decade. enough. Therefore, Huawei has formulated its comprehensive VAS Transformation Program MULTI-SEGMENT SERVICE INNOVATION to facilitate this process in four dimensions.The professional service and operational models provided by Huawei are essential for operatorswho are looking to improve their operational efficiency, shorten TTM and reduce OPEX. To enable service rollout and timely platform investment monetization, Huawei has createdHuawei provides managed services which allow operators to outsource both their a broad portfolio of ready-to-deploy services and applications based on its SDP andplatform and VAS operations. Huawei also provides local service development and ancillary service platforms. With these tools, operators can quickly generate new revenuecustomization services that allow operators to create on-demand VAS products and while gradually rolling out third-party services provided on their service platforms. They can enhance platform functionality, without launching change requests and tender processes. therefore secure control over the key cornerstones of their business.Professional services also include third-party management and business consulting, theHuaweis segmented services have been successfully deployed by numerous operators latter of which provides market analysis, service planning, marketing planning, service and have already proven their commercial and user value. Examples include Digitalperformance evaluation, and business process optimization. Shopping Mall (DSM), Color Ring Back Tone (CRBT), Mobile Newspaper (MNS), Rich Huawei actively supports operators in creating partner ecosystems. Partner Communication Suite (RCS), Time-Shifted TV, Turbo Button, Parental Control, eHealth, management services include partner acquisition & qualification, partner lifecycle and mSecurity. management, application development and system integration support, as well asTurbo Button is probably the best example of how a simple value-added service thatsettlement & reconciliation. leverages mobile broadband (MBB) can both improve user experience and generate TATA is the number five operator in India, with 85 million subscribers. As a relatively new significant revenue. It basically works just like it sounds. Users who normally subscribeoperator, TATA has limited knowledge and experience in VAS product operation and to basic data packages who need a larger chunk of bandwidth for a limited period of time marketing. After deploying Huaweis SDP platform, TATA decided to outsource the platform can pay a little extra for it. It can be thought of as bandwidth-on-demand. Users just operation and certain business functions (partner management & service marketing) to click the button and more bandwidth is provided instantly. This service has proven quite Huawei. Within a year of operation, this decision proved efficacious. TATAs CP/SP network successful for MegaFon (Russia), which has earned up to USD1.6 million extra a month exceeded 300 members and its SDP platform generated over USD39 million in revenue, with through this service.over 200,000 content downloads per day. MOBILE WORLD CONGRESS DAILY 2012 | www.mobileworldcongress.comTuesday 28th February PAGE 15 16. MWC12 Daily DAY2_DAY2 23/02/2012 14:23 Page 16 17. MWC12 Daily DAY2_DAY2 21/02/2012 13:04 Page 17 18. MWC12 Daily DAY2_DAY2 21/02/2012 13:05 Page 18M net zeMonetizenetize eYour VoLTEYour Vo TE ouuru Ea d ob leand Mobile bil b eVide TraVideo Tra cMobile Services Serv rvices rvice rvMonetized by MPX-12000 MPX-12000Come see us in Hall 1 | Stand 1FO1Radisys MPX-12000, welcomeRadisys MPX-12000, welcome to the family.family.Leading Provider of gEmbedded WirelessEmbedded Wireless ucture Solut onsSolutit Infrastructure Solutions 19. RADISYS| CONVERSATIONAL VIDEO Manish Singh, CTO, RadisysMWC12 Daily DAY2_DAY2 21/02/2012 13:05 Page 19Conversational VideoMRF VIDEOS SILVER BULLET LTEs Killer App CHALLENGES INTELLIGENCE FLIGHT AND A BROKEN BUSINESS MODEL The MRF in IMS provides real-time processing for IP media streams FACETIME DILEMMA ARE WE OURDemand for mobile broadband is OWN WORST ENEMY?skyrocketing, yet our industrys long-term prospects remain in question.More pain with little gainsummarizes the near-term outlook.VIDEO CONFERENCING, VOLTE, VASOperators around the worldcontinue to report increasing mobiledata traffic, yet ARPU is failing to OPPORTUNITIESkeep pace. ccordingto theEuropean A TelecommunicationNetwork Operators Association (ETNO), European operators invested 46.7B ($60B) in 2011, up about 5 per cent from 2010, onlyWhy am I confident? Real-time video Conversational video is here and the CONVERSATIONAL VIDEO THE to see their revenues drop by 2 per cent to adoption by consumers continues to accelerate:opportunity is now for operators to introduceDelivering a ubiquitous video calling experience KILLER APP 270B ($343B).their own video calling services. Its up to usacross devices, applications, and networksThe trend lines are definitely not pointing YouTube reports 48 hours of video to make it happen requires a mediator. As such, 3GPP has defined in the right direction. Why, and what to do?uploaded every minute and over 4 billion IP Multimedia Subsystem (IMS) as the services videos viewed dailyarchitecture within 3G and LTE network Facebook has over 250 million photos but video calling today lives in silos withdeployments. Within IMS, the Multimedia uploaded every day and has launched limited mobility and no overall quality of Resourc