Agenda• MobileMonday background

• Telecom-/mobile environment: lessons learnt d f t t dand future trends

• Where is MoMo heading and what is available for MoMo “members” in Argentinag

What is MobileMonday?What!is!MobileMonday?• Founded!year!2000!in!Helsinki.

• The!largest!global!networking!forum!for!mobile!professionals.

• Non"exclusive!– based!on!open!source!concept!d ldevelopment.

• Non" profit.

65!cities/counties!around!theworld!110,000mobile!professionals

Vancouver

HelsinkiSt. Petersburg

Brussels UkraineLondon

TurkuSweden

Silicon Valley

SeattleVancouver

Austin

BostonToronto

Atlanta

Chicago

Washington DCNew York Barcelona

Ukraine

Rome

Milan

LondonParis

New Delhi

BeijingTokyo

Shanghai

IstanbulLos Angeles

Bangalore Bangkok

Kuala LumpurSingapore

Hong KongMumbai Hyderabad

jkjklBuenos Aires!!now!joins!the!leading!global!!!!

community of mobile influencers! Sydney

Jakarta

community!of!mobile!influencers!!Melbourne

Sydney

International!Network

•Some!700!mobile!events!in!2008!!New!launches!in!March!include!Tallinn,!Estonia!and!Hanoi, Vietnam.Hanoi,!Vietnam.

•World!showcase!of!what!is!happening!in wireless developmentin!wireless!development

•Ministerial!MOUs!in!many!countries!like Singapore Mala sia Hong Konglike!Singapore,!Malaysia,!Hong!Kong

•Partnering!globally/locally!with!global!companies.

Agenda• MobileMonday background

• Telecom-/mobile environment

• Where is MoMo heading and what is available gfor MoMo “members” in Estonia

RosettaNet!Telecom!Council!Focus!and!priority!groups

A Web of Wireless ConfusionA!Web!of!Wireless!ConfusionMedia and

entertainment

Networkservices

Network operators

services

Handsets andconsumer electronics

Handset manufacturers

Web

Corporate apps.and services

Web innovators

IT mega-vendorsWeb 2.0 communities

and services

Software products

vendors

Consumer electronics Software products

and services

What!do!young!people!really!use!today?

Text. Voice. Alarm clock.Text. Voice. Alarm clock.

Blyk Quantitative Consumer Research January 07, 16-24s in the UK. 619 respondents

3G Promise (1999 – 2000)3G Promise (1999 – 2000)Technology Benefits• Offer More Speed

User ExperienceUser Experience• Real Mobile Internet • New Media Rich Applications

Business Benefits• Mobile Operator To Become Media Player• Increase Traditional Service Revenue• New Revenue Streams For The Operator

3G Reality (2001 – 2003)

Technology Benefits• Networks Coverage Poor, Speed Slowg , p

User Experience• Limited 3G Handsets Availability• Limited 3G Handsets Availability• User Experience Was Disappointing• Lack Of Compelling Services

Business Benefits• Role Of Media Player Did Not Materialise y• Operators Marketed Technology Instead Of Services • Conflict In Operator KPIs• Acquisition And Up Sell• Acquisition And Up Sell

3G Evolution (2004 – Now)

Technology Benefits• Coverage And Speed Improvedg p p

User Experience• Better Handsets And More Choice Is Available• Better Handsets And More Choice Is Available• Content Is More Appealing• Service Bundling And Flat Fee Are Introduced

Business Benefits• Data Architecture Is Seen As Keyy• SDP/Content Management Is Not Enough• Interoperability Agreements Are Essential

Match Customer Needs

Operator’s Business Model?

AccessAccessAccess ProviderAccess ProviderProviderProvider

MediaMediaPlayerPlayer

Providing Access Is A Unique Valueg q

• Not The Same As A Low Value Bitpipe!• Access Is Essential To User Experience• Mobility Is Required For Convergence

To Succeed As An Access Provider! Operator Must Be In Control! Operator Must Be Able To Differentiate

Increase Customer Loyalty• BehaviourAchieving Customer Centricity

Increase Customer Loyalty • Lifestyle

Characteristics

• Brand PreferencesPreferences

• Personal Interests

• Consumption• Consumption Patterns

BlykBlyk

The first mobile network for 16-24s funded by advertising.

Blyk links young people up with brands they like, and givesfree text and minutes every month.y

In the UK, this means 217 free text and 43 free minutes every month. It’ h bill f 4 5 illi lIt’s no phone bill for 4.5 million young people.

Social AdvertisingIntelligence

3.

Contextsensitive

Intelligence

2.sensitive

Combine marketsegmentation and1 Mass

mediasegmentation and context withcustomer behaviorand social networkprofiles

Web or WAP pageSearchTime

1.

profilesAgeGenderPostal codeOccupation

TimeLocation

Proven to be less effective in networked digital media

Same for everyone in the same context There is a

Occupation

Recognizes consumers as individuals within theirnetworked digital media same context. There is a

missing componentindividuals within their communities and networks

BroadcastingCold media

Brand ContentDesign

Ad Agency

AdCampaign

AdBroker Targeting

TVMagazine

Radio

Surveys / panels

Brand ContentD i

Ad A

AdC i

InternetMobile

Hot media

Brand DesignAgency Campaign MobileIPTV

Longtail

DataMarket

Longtail

Intelligenceinformation

Killer applications for 3G?Killer!applications!for!3G?!

Mobile!Social!Networks!User Generated ContentUser!Generated!Content!

Now a $5 billion business!

Agenda• MobileMonday background

• Telecom-/mobile environment

• Where is MoMo heading and what is available gfor MoMo “members” in Argentina

MobileMonday On The News

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“MobileMonday is a 21st-”Meet locally, act globally””

MobileMonday is a 21st-century phenomenon”