sdp medhat amer berlin conference 2011

2 Highly Confidential11/16/2015

Financial Performance

• Total revenues jumped to SAR 16,013 mn with 23% yoy growth due to higher usage rates in terms of minutes traffic and data transmission, increase in revenues from postpaid subscribers, with corporate revenues more than doubled and a strong Hajj season.

• Ebitda margin of 38.5% was a direct result of the growing contribution from higher margin data revenue; besides, an increase in on-net revenues and improving efficiencies.

• A significant growth of 40% in the Net income compared to the previous year to reach SAR 4,211 mn is attributed to outstanding EBITDA increase of SAR 1,327 mn and lower finance costs.

• The increase in EBITDA accompanied with the decrease in Net Debt have led to a decline in Net Debt/EBITDA ratio to 0.95 times.

• Strong cash flow will help to achieve balance between continuous growth and distribution of dividend in the future.

3,581 3,972 3,989 4,471 4,484 5,127

13,058

16,013

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Total year 2009

Total year 2010

Revenues (KSAR)

23 %

1,180 1,388 1,648

1,948 1,577 1,760

4,837

6,164

32.9%34.9% 41.3%

43.6%35.2%

34.3%

37.0%

38.5%

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

Total year 2010

Ebitda & Ebitda margin (KSAR)

714 901

1,138 1,459

998 1,164

3,014

4,211

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

Total year 2010

Net Income (KSAR)

40 %

UMTS(August 2006)

UMTS/HSDPA(May 2007)

HSUPA/HSDPA trial

(December 2008)

HSPA launch

(March 2009)

HSPA+ trial(February 2009)

LTE trial(April 2009)

AC

CE

SS

te

chnolo

gy

HSPA+ launch(Dec 2009)

ACCESS speed (starting at 384kbps for UMTS and passing 100Mbps with LTE)

Mixing technologies

WiMAX launch(2008)

WiMAX coverage expansion

(throughout 2009 & 2010)

►Main mass market technology is HSPA(+).

►WiMAX as an alternative to offload Network capacity in dense and high usage areas.

Data Evolution

TDD LTE Sept 13, 2011 (First in MENA)

The SDP story..How it all started..

..with a disaster

No clear business requirements..hype cycle

3yr implementation

Performance issues

It ended up as an IT project

Eventually abandoned

Then came the phone that changed everything..

Mobily developer award

3 main awards total USD 90000

Best app-Best Idea-Best design

Selection via voting

The SDP story..How it all started..

•Best App Award

•Best App Idea Award

•Best App Design

Mobily Developer Award ..

Mobily Developer Community will provide the infrastructure, which will provide application development know-how, training content/service for relevant services & apps

Adoption of an integrated service

delivery platform (SDP)

Developer enablers can also be exposed for App developers.

Testing environment to assess application quality and stability.

Publishing and advertising for selected Apps. Are also part of the developer programme.

Developer Ecosystem Description

Transport

SDP

Testing Advertising Training

Developer

Enablers

Network

The App Store

Third party content partners

Mobily Developers Ecosystem

http://images.google.co.uk/imgres?imgurl=http://www.buzzsonic.com/wp-admin/images/youtube_logo.jpg&imgrefurl=http://www.musicbiznews24.com/&h=146&w=220&sz=7&hl=en&start=1&tbnid=IRmeK-tks6fk8M:&tbnh=71&tbnw=107&prev=/images?q=YouTube+logo&svnum=10&hl=en&lr=

http://images.google.com/imgres?imgurl=http://www.rusadult.com/uploads/mediapool/news_images/yahoo/yahoo-logo-normal.jpg&imgrefurl=http://www.rusadult.com/&h=160&w=240&sz=7&hl=fr&start=3&tbnid=LD2IL8-CUpY6BM:&tbnh=73&tbnw=110&prev=/images?q=logo+yahoo&svnum=10&hl=fr&lr=&rls=IBMA,IBMA:2006-21,IBMA:fr

http://us.slingmedia.com/docs/CP/75/sling-logo-white_background.jpg

• Limited service offering;

• Cracked Business process;

• Too much time for SP/CP and service introduction;

The Challenges for Transformation in Mobily Network

• The service recommended is not what I want;

• Can not get the services what I want easily;

• Less service guarantee, worry about Fraud ;

End User

• Complex for new service creation and incubation;

• No Bridge to connect Business, Enabler and IT;

• No SLA for SP/CP and Service;

Milestone of Mobily NGSDP Foundation

Investigation and consolidation

for business requirements

2011-1-5

2011-4-5

2011-5-30

Ready for Service,

SDP Framework is ready;

2011-7-5

The first SDP service launch;

All SP Registration ready;UAT and IOT Testing

Launch more than 400

kinds of service

2011-9-25

Mobily App store and

App white labeling

2011-11-25

2012-3-25

SDP as a Service

SDP hosting and multi- rent

From 0 to 100 in 8 months..

Dec 1

0

Scoping

Jan

11

Planning

Feb

11

R&D

Mar

11

Drop 1 test

Ap

ril

11

Drop 2 test

May 1

1

Bug fix review

Ju

ne 1

1

Acceptance

Ju

ly 1

1

1st Service development

Au

g 1

1

1st Service commercial launch

MMSCWAPGW

LBS …SMSC

CP/SP CP/SP Developer

3rd SP/CP/Developer

BSS

Business

OSS

ERP

Facebook Twitter LinkIn

Internet

Unique Value from NG-SDP

SDP RA

• SDP as a HUB, bridge 3rd part Application, Internet, Enablers & IT system;

• User oriented service operation, tailored offering, bundle, promotion;

• Innovative environment for new service incubation;

End user IT

Enabler

Build up Full Ecosystem Based on NGSDP

• Completed business flow and rules for ecosystem, Service innovation community for SP/CP and

developers, Telecom& Internet convergence and exposure as service;

Developer

Media/Application

Enterprise

Advertiser

Multiple Terminals

Abundant Applications

Convergent Experience

Flexible Business Mode

Mobily NG-SDP

Application

Center

Communication Center

Business Center

http://images.google.com.hk/imgres?imgurl=http://oss.org.cn/attachments/2009/10/5903_200910220914151dZD9.jpg&imgrefurl=http://oss.org.cn/?action-viewnews-itemid-4337&usg=__95kzCckFKH0ahNwa3PlNdn9bcWI=&h=337&w=450&sz=13&hl=zh-CN&start=1&itbs=1&tbnid=jDCD3l7cLVN9YM:&tbnh=95&tbnw=127&prev=/images?q=symbian&hl=zh-CN&newwindow=1&safe=strict&gbv=2&tbs=isch:1

http://images.google.com.hk/imgres?imgurl=http://img5.pcpop.com/ArticleImages/500x375/0/419/000419815.jpg&imgrefurl=http://www.pcpop.com/doc/0/177/177104.shtml&usg=__Cw4p6M1nPlrXYlYEZkA6rv-kIuk=&h=400&w=500&sz=29&hl=zh-CN&start=27&itbs=1&tbnid=SAXAOBxnMj6nZM:&tbnh=104&tbnw=130&prev=/images?q=windows+mobile&start=20&hl=zh-CN&newwindow=1&safe=strict&sa=N&gbv=2&ndsp=20&tbs=isch:1

http://www.google.com.hk/imgres?imgurl=http://mobilecribb.files.wordpress.com/2010/02/andriod_med.jpg&imgrefurl=http://mobilecribb.wordpress.com/2010/02/04/top-andriod-apps-february-2010/&usg=__FyzUNVhT_e9TvRDdkFmzJAKu67E=&h=488&w=447&sz=14&hl=zh-CN&start=2&zoom=1&tbnid=QTvBC8SqquvvcM:&tbnh=130&tbnw=119&ei=A5xTTtPvBYS08QOH7PHSBQ&prev=/search?q=andriod&hl=zh-CN&safe=strict&gbv=2&tbm=isch&itbs=1

http://www.google.com.hk/imgres?imgurl=http://www.ipjornal.com/wp-content/uploads/2010/04/twitter.jpg&imgrefurl=http://www.yunend.com/index.php/technic?layout=content&pid=1&cid=6258&usg=__Dlg-ieNGUrtTztIh85yeUy5M5rw=&h=249&w=300&sz=13&hl=zh-CN&start=16&zoom=1&tbnid=1LUMpcbh3QvC-M:&tbnh=96&tbnw=116&ei=A51TTvmGEMeO8gOd6qGABg&prev=/search?q=twitter&hl=zh-CN&safe=strict&sa=N&gbv=2&tbm=isch&itbs=1

Agenda

1 Full Ecosystem based on Mobily SDP

2 Strategic Goals for Customer Satisfaction

3 The Future Trend of Mobily SDP

Explore more Value from User Information

Marketing

Support

Service

Optimization

Service Audit,

Mgmt

User Profile/Behavior

Collection, Analysis, Mgmt

Mobily NGSDP

Business Operation Support

RBT

Download

MTV

Profile

Communication

Media

App

Aim Customer Find Customer

Product &ServiceFulfill & Evaluate

Customer

Tailored Services based on User Preference

Improve user experience by customized

service and precision marketing;

• Customized multiple storefront for

service presentation;

• Focus and precise campaign and

promotion;

• Differentiated tariff plan for different

user group;

• App & services bundle based on user

preference;

Mobily SDP

service

service service

service

User Data Collection

Age, Gender, Contacts, Group,

Usage, Subscription, Page View…

Storefront

Campaign Tariff Plan Offering

Lean Operation via Mobily NGSDP

Experiential Marketing Viral Advertising

Free

Users

Pay

Users

Loyal

Users

Gathering more users by

enlarging the user pool

• Word-of-mouth

• Creating a buzz

• Leveraging the media

Free use for premium

services for each register

user

Click to get

Use social storefront to

enhance awareness

NGSDP

Cross bundle and tariff

plan for different user

segmentation

NG

SDP

Cross Bundle

http://www.google.com.hk/imgres?imgurl=http://www.iconpng.com/png/highdetail-social/linkedin.png&imgrefurl=http://www.iconpng.com/tag/linkedin&usg=__5VBZOeuo_Md9rCx3r66rNEqLU4c=&h=256&w=256&sz=51&hl=zh-CN&start=19&zoom=1&tbnid=BbvgDXYInpkMJM:&tbnh=111&tbnw=111&ei=dLJTTvaXJoSq8QOLmYX9BQ&prev=/search?q=linkedin&hl=zh-CN&safe=strict&gbv=2&tbm=isch&itbs=1

http://www.google.com.hk/imgres?imgurl=http://www.portiareport.com/blog_logo.png&imgrefurl=http://www.portiareport.com/&usg=__19RXmAZ7HXedcm5BZCz4wUfzKqA=&h=290&w=230&sz=85&hl=zh-CN&start=21&um=1&itbs=1&tbnid=mEwAYjmQx5tnJM:&tbnh=115&tbnw=91&prev=/images?q=blog+logo&start=18&um=1&hl=zh-CN&newwindow=1&safe=strict&sa=N&ndsp=18&tbs=isch:1

http://www.google.com.hk/imgres?imgurl=http://www.moorburn.com/cache/wp/2010/03/foursquare_logo.jpg&imgrefurl=http://www.moorburn.com/points/2537/foursquare_logo&usg=__9SxSxFLq6T4BQui_fXgl05Y_hJw=&h=251&w=623&sz=37&hl=zh-CN&start=5&zoom=1&tbnid=80KaZy_2CfxOLM:&tbnh=55&tbnw=136&ei=k7VTTvbqOofX8gP5xrT8BQ&prev=/search?q=foursquare&hl=zh-CN&safe=strict&gbv=2&tbm=isch&itbs=1

Agenda

1 Full Ecosystem based on Mobily SDP

2 Strategic Goals for Customer Satisfaction

3 The Future Trend of Mobily SDP

• Share media resource across Web TV, IPTV, MTV;

• Unified TV experience across multi screens;

• Extend applications from consumer to home;

TV across multi screens

Multi Screen Experience based on NGSDP

Content/Media

Introduction

SDP for Multi-Screens

Share IT & Network Capability

and User Group

WEB TV IPTV

Share Content & Media & App

Streaming

Application

Introduction

http://www.google.com.hk/imgres?imgurl=http://www.electronicempire.co.uk/images/kdl22s5500.jpg&imgrefurl=http://www.electronicempire.co.uk/televisions/lcd-tvs?sort=20a&filter_id=1&usg=__w-jaN0Ica_GVZTna_BCLZEDAQ_g=&h=840&w=1200&sz=508&hl=zh-CN&start=21&zoom=1&tbnid=aZBrF7XJonsUNM:&tbnh=105&tbnw=150&ei=_K1TTobRK4ez8QPV5LTzBQ&prev=/search?q=sony+TV&hl=zh-CN&safe=strict&gbv=2&tbm=isch&itbs=1

Social Communication based on NGSDP

• Address Book and SNS

• Social Presence

• Smart call

• Online Storage and Sharing

• Multimedia Blog

• Multimedia Chat

• Sharing the common infrastructure, utility and capabilities, avoid duplicated investment;

• Facilities the industry services development and deployment based on open framework;

• 360o user behavior analysis crossing domains;

M2M based on NGSDP

NG-SDP

IT Resource CapabilitiesTelecom Capabilities Internet Capabilities

Consumer & Home service Industry service

30 M People (7 Billion People Globally) 210 M Machine (50 Billion Machine Globally)

RCS, Payment, Music

IPTV … E-Health

M2M

E-Education

E- Government

sdp medhat amer berlin conference 2011

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