mobile world congress in barcelona - 15fev2010 - first day

By Annie Turner

Last night Sony Ericssonannounced new Androidand Symbian devices but, inan interview with Show Dailyahead of its pressconference, president BertNordberg preferred to talkstrategy and synergy with itsparent companies.Cont. on P4 f

COVERING THE MOBILE WORLD CONGRESS 2010

MONDAY 15TH FEBRUARY

ANALYST Q&ASIX TOP INDUSTRY ANALYSTS PROVIDE ANINSIGHT INTO THIS WEEK’S MOST LIKELYMAJOR BREAKTHROUGHS AS WELL ASTHEIR HOPES FOR 2010. PAGE 62

Q3 MARKET REVIEWWIRELESS INTELLIGENCEREVIEWS THE MAJOR EUROPEANDEVELOPMENTS IN THE THIRDQUARTER OF LAST YEAR. PAGE 50FE

ATU

RES

IN THIS ISSUE r

HuaweistrengthensAndroid offeringCHINESE VENDORUNVEILSFIVENEWDEVICESBASEDONGOOGLE’S PLATFORM.PAGE 4

Alcatel-Lucent tounveil offeringsTOUTS MOVE INTOSOFTWARE, NEWFEMTOCELL ANDWORKIN EMBEDDED MOBILEMARKET. PAGE 6

Moto scoopsfirst LTE SaudiArabian dealUS VENDOR SCORESAGAIN IN LTE, THIS TIMEWITH ZAIN. PAGE 6

Skype strikesdeals with Verizonand SymbianVOIP PROVIDER ISINTRODUCING A SYMBIANCLIENT AND TEAMINGWITHUS OPERATOR. PAGE 12

1Monday 15th FebruaryMOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

Hall 8, Stand 8B53 App Planet, Hall 7, Stand 7C37 Embedded Mobile Zone, Hall 7, stand 7EMZ

By Justin Springham

NUMBER TWO DEVICEvendor Samsung lastnight unveiled ‘Wave,’

the first smartphone based onits own mobile operating system(OS), bada.Available globally from April,

the HSPA device features veryhigh-quality screen resolution(thanks towhat the South Koreanvendor claims is“the world’s firstSuper AMOLED display”) andcontains a 5 megapixel cameraand internally-developed 1GHzprocessor. Samsung’s own userinterface – TouchWiz 3.0 – aimsto enable a customisablemenu and homepage andprovide easy access to socialnetworking services.

Samsung’s move at the end oflast year to launch a new, openmobile platform that competeswith more established rivals suchas Symbian and Android createdmuch attention.“This is the rightproduct to give a boost to bada’ssuccess,” Thomas Richter, Headof Portfolio Management, toldShow Daily. “It’s unbeatable inevery aspect.”The device is pitched as a‘mid-

high tier’product and is expectedto retail at around €330.Management at Samsung

recognises that for bada to be acommercial success in such acompetitive OS market thevendor will need to extend theportfolio of smartphone productssupporting the platform. “Thiswill be the hero of our portfolio,”

commented Ms. Younghee Lee,VP, Global Marketing, MobileCommunications Division,adding that it “will be followedby more devices focusingon lower tiers so that we canbring bada to more people.We don’t want to make bada aniche product.”Cont. on P10 f

Samsung makeswaves with bada

By Matt Ablott

THE WORLD’S LARGESTmobile operators havejoined forces to launch an

open international applicationsplatform, marking the largestunified move to date by theoperator community into themobile apps space.The so-called ‘Wholesale

Applications Community’ willcombine 15 of the world’s largestmobile operators, includingAmerica Movil, AT&T, T-Mobile,KT, NTT Docomo, Orange,Telecom Italia, Telefonica,Telenor, TeliaSonera and Sprint.The four operators in the JointInnovation Lab (JIL) mobile appsinitiative – Vodafone, ChinaMobile, SoftBank and VerizonWireless – are also included. Thegroup serves a combined 3billion mobile customers acrossthe globe. Industry association

the GSMA has backed the move.The alliance aims to create a

wholesale platform for mobileapps that provides a singlepoint-of-entry for developers.The move is being seen as theoperator community’s challengeto the mobile application storescurrently offered by the likes ofApple, which are typicallylinked to a specific deviceplatform. The iPhone-maker’shugely-successful ‘App Store’ –launched in 2008 - registeredits 3 billionth download lastmonth and has spawnednumerous imitators.However, several handset

vendors without a significantapps business – including LG,Samsung and Sony Ericsson –have already pledged theirsupport to the new operator-ledinitiative. It is hoped that thescheme will provide applicationservices over a far wider choice of

devices than is available today.In order to overcome what

they term a “fragmented”applications marketplace, theoperators plan to use commonopen standards that will allowdevelopers to create applicationsacross multiple platforms. Thealliance plans to initially useboth the JIL and OMTP BONDIrequirements, evolving theseinto a common standard withinthe next 12 months.Operators are also eyeing the

revenue-generating potential ofgetting into the apps business.AlthoughApple has not disclosedhow much profit it makes fromApp Store, the firm takes a 30percent slice of revenue fromevery app it sells via its platform.It is likely that operators will use asimilar model; Vodafone, forexample, also takes a 30 percentrevenue share on itsVodafone 360apps platform.

Mobile operators uniteon global apps platform

Sony Ericssoncosies upto parent

MWC10 Daily DAY1.qxd:DAY1 14/2/10 18:21

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Come join us at Qtel Pavilion in Zone 3 (Z3.4)


NEWS

4 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

EDITORIAL r

Unlike previous years, the2010 GSMA Mobile WorldCongress looks unlikely to bedominated by one or two majorthemes. This year there’s awhole bunch of key issuesvying for industry attention.

Aside from the applicationsspace (which has grown solarge in the last twelve monthsthe show now has its own eventdedicated to the sector, AppPlanet in Hall 7), expect thefollowing to be just some of thetalking points this year: themove to LTE; embeddedmobile; cloud computing; OSwars and the Androidbandwagon; mHealth;backhaul and other efforts toovercome the ‘capacity crunch’.And then there’s the usualfamiliar faces that – despiteyears of overhype – mightactually begin to fulfil theirpotential (think femtocells, andlocation-based services).

Check out our analyst Q&A onpage 62 for a deeper insight.

The presence of SteveBallmer at Microsoft’s pressconference this afternoon hasstrengthened hopes that thecompany is unveiling somethingbig. In light of reportssuggesting the software giantcould ‘do a Google’ and launchits own-branded device, there’sthe real possibility that even thelaunch of its long-awaitedWindows Mobile 7 platformmay not be enough to satisfythe masses today.

Show Daily will be reportingon Ballmer’s appearance andevery major event all week. Ifyou can’t wait for your printcopy, you can follow all thebreaking news online atmobilebusinessbriefing.com.Digital editions of Show Dailyare available atmobilebusinessbriefing.com/showdaily.

You can also follow us viaTwitter at @GSMA_MBB or@ShowDaily. We will bepublishing a selection of yourtweets in every edition ofShow Daily. Send your tweetsto @ShowDaily or use hashtag#MWC10.

Justin Springham, Editor

SUBSCRIBETODAY FREE!

By Annie Turner

HUAWEI WILL TODAYunveil a lineup of newAndroid handsets,

including what it claims is theworld’s first HSPA+

smartphone based onGoogle’s operating system.The U8800 model (pictured)

runs Android 2.1, supportstheoretical peak downlink dataspeeds of up to 14Mb/s and hasa 9.7cm screen. It will be

available in the third quarter.Meanwhile the Chinese

vendor will showcase anotherfour Android models.The U8300 is aimed at the

youth market and incorporatessocial networking tools such asFacebook and Twitter, and aQwerty keypad. It will be availablein green, yellow and purple.The U8100/U8110 are entry-

level smartphones. They have7.1cmwide touchscreens and dualcameras,plusWi-Fi andBluetooth.Theywill be launched in Europe inthe second quarter of 2010.The SmaKit S7 tablet is also

on show, which enablesinformation-sharing acrossscreens to present the samecontent simultaneously oncomputers, mobile phones andTVs. The model has a 17.8cm

wide screen and can beconnected to a home gateway,TV or Android handset.Huawei’s strong support of

Android at this year’s showfollows last year’s unveiling of itsfirst Android device, the U8220(marketed as the T-MobilePulse). It is one of the cheapestAndroid handsets on the marketand was dubbed the world’s firstprepay Android device.Separately, Huawei is also

demonstrating its LTE-Advancedsystem this week, with claimeddownload speeds of up to600Mb/s.The company claims it isthe first vendor to usemulti-carrieraggregation and high-orderMIMO technology in its LTE-Advanced system,which increasesspectrum efficiency up to fivetimes, reducing transmission costs.

Huawei strengthensAndroid offering

By Justin Springham

NAGUIB SAWIRIS(PICTURED), theenigmatic executive

chairman ofOrascomTelecom,hastold Show Daily that the globaloperator market is on the verge ofamajor shakeup thatwill seemanysmaller players swallowed.In an exclusive interview ahead

of a speaker appearance at theCongress on Wednesday, Sawirisexpressed his belief that“the nextfew years will witness majorconsolidation in the telecomoperator market. All small andmedium-sized operators arelooking for appropriate M&Adeals to be able to securethemselves a place on the newworld map of telecom players. Ipersonally think by the year 2011,the operator market will looksignificantly different, comprisinga number of big operators.”For the industry’s smallest

players, the prognosis on theirlong-term health is particularlyuncertain, believes Sawiris. “Thereally small operators willultimately be eaten up, or will

only exist in markets with theirown specific conditions.”Sawiris himself has an

established record in successfulM&A, helping to give hiscomments credibility. Egypt-based Orascom Telecom operatesnetworks in a number of highgrowth markets in the MiddleEast, Africa and Asia. Operationsin countries such as Algeria,Bangladesh, Pakistan and Tunisia,as well as its home market, havegivenOrascom a customer base ofover 70 million at the end of lastyear (on a proportionateownership basis), according toWireless Intelligence. That is notincluding its stakes in theestablished WIND mobilenetworks in Italy and Greece.The company boasts very

healthy financials, havingreported net revenue for the firstnine months of 2009 of US$3.765billion and fourth quarter 2009profit of US$180.9 million(almost double what it recordedin the year earlier quarter).Meanwhile Orascom has

recently made high-profilemoves into Canada and North

Korea. The Canadian venturelaunched at the end of last year(through its indirect equityshareholding in GlobaliveWireless), whilst its NorthKorean 3G venture is treadingnew ground in a country wherecommercial mobile serviceshave not previously beensuccessful. Indeed, Orascom’spresence marks the first majorinvestment in the state by aninternational operator.“We are very pleased with

our operation in North Koreaso far,” commented Sawiris.“Our growth there has beensteadily going according toplan.” Indeed, reports earlierthis month said the operationhas already attracted over100,000 subscribers.With other reports suggesting

the operator will invest hundredsof millions of dollars in thearguably high-risk network in thenext few years, Sawiris appears tobe in the country for the long-run.“We have plans for continuedgrowth in this market.We believethat the coming years willwitness an evenmore accelerated

growth, like the typical growthcurve of most virgin markets.”Recently linked to a move into

France (first via a rumouredacquisition of Bouygues Telecom,and then via ownership of thecountry’s fourth 3G licence, sinceawarded to Iliad’s FreeMobile), itis likely that Orascom willcontinue to target new growthopportunities. After ten years ofmajor expansion, however,Sawiris hinted that the operatorwill adopt a prudent approach toany M&A. “Orascom Telecomhas now emerged into being aglobal player. We are notconcentrating on or looking forany particular geographicalregion. Our interest when weconsider M&As is to search forthe partner who would providethe most synergies with ourgroup to ensure maximum valueaddition through this marriage.”

Orascom chief fires warningshot on operator M&A

jSonyEricsson–Cont. fromP1Nordberg made no bones

about the fact the vendor hasstruggled. “We missed thewindow for high-end andtouchscreen devices big time,”hesaid, noting that “part of therecovery will be much betterdesign and closer work with ourpartner Sony… In the past therewas no tie-up between us, thePSP platform and Sony, but youcan expect to hear much moreabout that. Sir Howard Stringer’s[chairman and CEO of Sony]presence here is no coincidence.“We are focusing on the home

environment. The TV, PC, stereoand mobile will have a commoncommunications interface –DLNA (for digital living networkalliance). I want to putmy big footin the home alongside Sony.”Of the three new devices

announced last night, two wereAndroid whilst the other runsSymbian. The vendor unveileda ‘mini’and‘mini pro’version ofits Xperia X10 Android device,and took the wraps off a sister(‘pro’) version of its Symbian-basedVivaz device.Last month Sony Ericsson

named Japan’s NTT Docomo

as the first operator customerfor its debut, flagship Androidsmartphone, the Xperia X10.All three Xperia models willbe available in the first half ofthis year.The newVivaz pro features a

Qwerty keyboard enhancementto the original touchscreenVivaz (announced last month)and will be available in selectedmarkets from Q2.Nordberg added that the

company “is building our ownuser interface onto all ourphones that is operating systemagnostic, meaning Sony

Ericsson phones will have acommon user interface and userexperience, but the operator willhave freedom to differentiatetheir offerings by embeddingwhat they want and bundling. Iwant to be the operators’ bestfriend and offer not anapplications store, but a mall, sothat we can leave it up to theoperators to design it the waythey want.”To that end Sony Ericsson also

unveiled a new online platformcalled Creations.OnWednesdaythe vendor will host its CreationDay within App Planet.


NEWS



By Justin Springham

ALCATEL-LUCENT ISgearing up for a busyweek at this year’s

GSMA Mobile World Congress,with announcements plannedsurrounding its recent moveinto software, a femtocelllaunch, updates on its work inthe embedded mobile marketand a meeting for members ofits Green Touch initiative.In an interview with Show

Daily, Kenneth Frank (pictured),president of the vendor’ssolutions and marketingdivision, said the company willbe “announcing some newcapabilities in support of ourApplication Enablement vision,which leverages the best of theweb and telecom worlds bysecurely exposing selectnetwork resources toapplication developers andcontent partners so they canbuild new‘service mash-ups.’”In particular, added Frank, the

vendor will be introducing botha new development platform for

developers and serviceproviders alike, along with aprogram for developers tofacilitate the creation of web-telecom mash-ups.Meanwhile, visitors should

keep an eye out for “a newoffering in the femtocell/smallcell space” as well asdemonstrations of its progressin the embedded mobile sector.“We’re showing many of thesemore advanced applications atMWC, including the LTEConnected Car from theng Connect program, whichAlcatel-Lucent founded – avirtual smartphone on wheelsthat’s prominently featured onAlcatel-Lucent’s stand.”Elsewhere, Frank said that the

founding members of the GreenTouch initiative will be meeting inBarcelona this week“to continuelaying the foundations andestablishing the framework tofundamentally revolutioniseICT.”Established at the end of lastyear by Bell Labs,Alcatel-Lucent’sresearch arm, Green Touch is aglobal initiative aimed at

identifying technologies neededto make communicationsnetworks 1000 timesmore energyefficient than they are today.Finally, the vendor aims to tout

its continued progress in LTE.Fresh off the back of its win lastweek at US operator AT&T,Alcatel-Lucent’s Frank sees theUS and Japanese markets asinitially driving the move to LTE(due to spectrum availability,intense operator competition andavailability of multipletechnologies).“Europe and Chinaare following closely with tier oneoperators engaged in trials andcommercial services anticipated in2011-2012,”he stated.“We expectsome less-developed markets torampup a bitmore slowly, butwillcomprise 30 percent of the LTEmarket by 2015.”

By Paul Rasmussen

RIYADH, THE CAPITALcity of Saudi Arabia, willbe the first city in the

Kingdom to have access to LTEwhen Zain deploys a large scalenetwork using equipmentsupplied by Motorola.According to Zain, the

network will start to bedeployed in Q2 2010 and thecontract calls upon Motorola toprovide LTE kit that includes theRAN, EPC, devices, togetherwith optimisation andintegration services.

Motorola and Zain said theywould deploy an FDD LTEnetwork in the 2.6GHz band,overlaying Zain’s existing 3Gnetwork. The deal is a majorfillip for the vendor. Havingfailed to secure success in the3G infrastructure space, it isquietly making a name for itselfin LTE, having won a previousdeal at Japan’s KDDI.Coincidently, Motorola has

also just announced two newbase station models – the WBR700 and CTU8multi series. Thecompany says that the WBR 700series supports FDD as well as

TD-LTE from 700MHz to2.6GHz and promises to offer anLTE baseband that has up to fourtimes the capacity of the averageLTE baseband. Meanwhile, theCTU8multi offers multi-technology radios supportingGSM, Evolved-EDGE and LTEcapabilities in the 900MHz and1800MHz bands.Last week it was announced

that Motorola will split into twocompanies in the first quarter of2011, one to focus on mobiledevices and television set-topboxes, and the other on networksand enterprise mobility.

Alcatel-Lucent tounveil new offerings

Moto scoops first Saudi Arabian LTE deal

By Annie Turner

OMNIFONE ISDEBUTING itsMusicStation service for

the Android platform, runninglive demonstrations onGoogle’s Nexus One and HTC’sMagic handsets. The companyalready provides digital musicservices to HP, BSkyB, SonyEricsson and Vodafone and islive in 20 countries.The new service uses the

MusicStation Android API, part

of Omnifone’s MusicStationApplication Resident Services(MARS) suite, to enable musicplayback within third-partyAndroid apps. A MusicStationAndroid application can be co-branded or partner branded.Omnifone’s founder and CEO

Rob Lewis told Show Daily:“Android will be unbelievablymassive, not just on handsetsbut on all kinds of consumerelectronics. This will be a veryexciting year. After a tough 12months in telecoms, there is a

renewed focus on innovationand the sheer scale of Androidwill loosen Apple’s strangleholdon app developers.”MusicStation for Android offers

over the air, unlimited access to acatalogue of over 6.5 million fulltracks. The service includesdownload support, music search& discovery, social networkingfeatures, music recommendations,artists’ biographies, real-timemusic news and charts, andintegration with native mediaplayer and third party applications.The company said it is also

developing APIs for the iPhone,Windows Mobile and Linuxplatforms and should be availablein 30 countries by the end of 2010.

MusicStationarrives on Android

By Justin Springham

AHEAD OF HISappearance at Congresson Wednesday, AT&T’s

chief technology officer, JohnDonovan (pictured), told ShowDaily of the challenges theoperator faces in attempting toensure its network is up to thetask of handling the boom indata consumption.“We’re seeing advanced

smartphones like the iPhonedriving up to 10 times theamount of usage of otherdevices on average,” hereflected. “In fact, about 40percent of our customer baseuses a smartphone today.Overall, wireless data traffic onthe AT&T network has grownmore than 5,000 percent overthe past three years. As moreand more advancedsmartphones, PDAs and otherdevices are introduced, we seethis usage trend continuing inthe years to come.”AT&T has faced strong

criticism in recent months overthe performance of its datanetwork, but is taking steps toreduce congestion. “The key toaddressing this is backhaul andthe simple reality is that wirelessnetwork equipment is justcatching up to supporting thehigh-capacity backhaul neededto stay ahead of the growthwe’re now seeing in mobilebroadband use,” said Donovan.“This equipment challenge is anindustry-wide issue.”The second-largest US

operator recently implemented asoftware upgrade to HSPA 7.2technology and is conducting anaggressive deployment of fibre-optic backhaul – three times its2009 fibre deployment – tosupport faster speeds.“We expectmore than half of our mobilebroadband traffic to be riding onfibre-based backhaul connections

by the end of the year,” said theCTO.“We’re also adding roughly2,000 new cell sites to thenetwork this year while addingnew radio controllers andcarriers at a pace that doublesour 2009 deployment.”Donovan reiterated the

operator’s plans to movedirectly from HSPA 7.2 to LTE,with commercial deployment ofLTE networks expected nextyear (in partnership withvendors Alcatel-Lucent andEricsson).“Now that Ethernet-

compatible wireless networkequipment is widely available,we are deploying thousands ofnew high-speed backhaulconnections, and we’ve alreadyannounced plans to deploythousands more in preparationfor faster 3G and LTE,” headded. “This will play asignificant role in easing datatraffic and congestion.”Donovan also hinted that the

operator may move away fromflat-rate ‘all-you-can-eat’packages as the industrycontinues to see huge growth indevices, apps, users and datatraffic: “Eventually, there needsto be a model that addresses thelimited spectrum issue andsupports continued growth inmobile broadband usage,innovation and investment.”Donovan is speaking at

Wednesday afternoon’s‘Network Breaking Point’conference session. Solutions tothe problem of overloaded datanetworks are expected to be hottopics at this year’s MobileWorld Congress, and includetechnology such as femtocellsand Wi-Fi handoff. Indeed,sources have told Show Dailythat AT&T has carried out 3Goffload Wi-Fi deployments withBelAir Networks, although theUS operator did not confirm thisby time of press.

AT&T CTO tacklescapacity issues


NEWS



By Matt Ablott

Vodafone is significantlyramping up its appsplatform –Vodafone 360

– with the launch of a newservice that will allowdevelopers to automaticallypublish their apps to theoperator’s storefront.The operator – the world’s

largest by revenue - willannounce today during the AppPlanet event that the JIL.orgdeveloper portal has come out ofbeta mode and will be madeavailable to many moredevelopers. “Today we are doingpayment and settlementmanually but that is all going tobe automated,whichwill allow usto open this up to the masses,”Lee Epting, director of contentservices at Vodafone Group, toldShow Daily. “This end-to-endsolution will allow developers topublish their apps to thestorefront at the click of a button.”New automated features will

include the ability for developersto select into which Vodafonemarkets they want to sell theirapps and price them accordingly.Vodafone 360 is currentlyavailable in eight of theoperator’s European subsidiaries,though further launches arepencilled in for later this year.

The apps publishing systemforms part of the JointInnovation Lab (JIL) initiative,which, as announced thismorning, is to work with a wideroperator-led global appsstrategy (see page 1). JILoriginally comprised operatorsVodafone, China Mobile,Japan's SoftBank and VerizonWireless of the US, serving acombined subscriber base ofover 1 billion. Speaking prior tothis morning’s announcement,Epting said the system wouldeventually be adopted by theother JIL operators, allowingdevelopers to publish their appsacross multiple operatornetworks. “Today it’s justVodafone, but we’ll soon havethe likes ofVerizon Wireless andChina Mobile coming onboard,”she said.Vodafone 360 was launched in

October 2009 and is seen as theUK-based operator's answer torival mobile apps stores such asApple's App Store and Nokia'sOvi. Earlier this month,Vodafoneannounced that 7,000 apps havebeen made available fordownload from the store to date.It estimates that it will have 2million devices in themarketplace capable ofsupporting the service by March2009, on around 50 different

handsets. Samsung has built twohandsets specifically forVodafone360 (one of which is pictured),based on the LiMo Foundation’sLinux platform. Central to theproposition is the ‘People’ client,which syncs the mobile addressbook with Facebook, GoogleTalk or Windows LiveMessenger contacts.Vodafone will host its

Vodafone 360 DeveloperConference during App Planetthis afternoon. The operator willbe awarding prizes for the bestapplications showcased at theevent; the winners will beentered into the ‘Vodafone AppStar’ competition with a chanceto win €100,000.

By Ian Channing

The head of Telefonica’s O2Germany has expressedhis concern over the

timing of the country’s upcomingLTE spectrum auction and calledinto question the viability of allfour domestic operators launchingindividual national networks.In an exclusive interview with

Show Daily, CEO Rene Schuster(pictured) spoke of his belief thatLTE“is absolutely the right thing todo and the right technology for thefuture,”but argued that auctioningthe spectrum within the first halfof this year may not be in the bestinterests of themarket (aswewentto press, reports suggested a dateof April 12 is likely).“The real debate should be

around when it is going to becommercially available. I thinkthe German government isbeing a bit premature in sellingthe licences... they might be twoor three years ahead ofcommercial viable technology.”Schuster believes that

Germany’s early move into LTEspectrum auctions means there islikely to be a time lag between

license allocation and commerciallaunch. He also raised doubt overthe German government’s plansto auction off so-called digitaldividend 800MHz spectrum forfuture LTE services.“What kind oftechnology is available, especiallyaround 800MHz? I think the[network] equipment man-ufacturers will probably get therefirst but then you have to get thehandset manufacturers up tospeed.Are they going to do somekind of dual chipset and, if so,what does that look like? Thosediscussions have not even takenplace yet."Experts are concerned that if

governments look for the sort ofprices they got for 3G then LTEwill never get off the ground.They also have issues over theeconomics of rolling out LTEnetworks and whether differentarrangements might come intoplay. In Germany it probablydoesn’t make sense that three orfour operators have to deploy100 percent geographicalcoverage with LTE."Schuster’s comments follow a

decision late last year by O2Germany and KPN’s E-Plus to

take legal action against thecountry’s regulator, arguing thatthe imminent auction favoursthe country’s larger players,T-Mobile and Vodafone. Nooutcome on that is yet known.What is known is that

Schuster’s company struggled inthe competitive German marketfor many years but is beginningto turn itself around.The operatormay currently be number four inthe market in terms ofsubscribers but has taken steps toclose the gap on its rivals. Oneapproach has been to takeadvantage of the availability ofHSPA+ technology.“There is a perception issue we

have to overcome but now wehave this great technology wehave to get the word out to ourcustomers that we actually havesomething that is top quality,”hecommented.“Call it being last tothe party or business insight butwe are now seeing the benefit ofhaving one of the most modern,cost effective and efficientnetworks in Europe. This meanscheaper prices, better throughput,better quality, lower powerconsumption and it’s easier to

manage so we are in a goodposition.We are trialling 28Mb/s incertain parts of Germany and if wesee there is a customer demand forit we will roll it out in the rest ofthe country which would give usa huge differentiator againstour competition.”Schuster also claimed the

operator’s portfolio ofsmartphone products has madeit the number two player in thisspace. “I obviously want to sellthe iPhone and hopefully therewill be an opportunity in thenear future. Meanwhile we arevery pleased with sales of thePalm Pre, which is exclusive to usin Germany. We launched it inOctober 2009 and it has been thebest selling smartphone that wehave. We sell Android phonesfrom Samsung andMotorola andwe have some great productsfrom Nokia and other suppliers.From a smartphone point of viewwe have something like 25 or 26percent market share inGermany even though we don’thave the iPhone.”Other areas of competitive

differentiation for O2 Germanyare its marketing strategy and its

recent move to become anintegrated fixed/mobile player inthe country via its €900 millionacquisition of Telecom Italia’sGerman broadband (DSL)business, Hansenet.“We see ourselves as an

infrastructure player, as a wholeend-to-end communicationscompany, and we see ourselvesas somebody who will be a majorplayer in the very competitiveGerman market,” concludedSchuster. “Currently there arefour mobile operators in themarket and a whole handful ofISPs, but over time I think thatlandscape will change. We seethese changes as an opportunityto reposition Telefonica O2Germany and to push for a betterposition in the market.”

Vodafone beefs up JILdeveloper programme

O2 Germany questions LTE timing as it continues turnaround

By Paul Rasmussen

Despite the technical andsecurity challenges,Vodafone claims that

mobile money transfer servicesare experiencing huge growthrates in East Africa.The company says that its

March 2007 launch of M-Pesa inKenya with Safaricom now hasover 8 million customers, anincrease of 82 percent from 2008.Off the back of that success,Vodacom Tanzania launched inApril 2008, currently boastsmore than 1 million customersand shows 19 percent month onmonth growth. In addition,Afghanistan’s M-Paisa launchwith Roshan in February 2008 isseeing growth andVodafone hasalso launched an internationalmoney transfer pilot betweenKenya and the UK. All this hastriggered Vodafone to look formore opportunities.According to the company’s

global mobile paymentsdirector, Cenk Serdar (pictured),Vodafone is “planning to offerthe service to a number of newmarkets in the future.”From its experience in Kenya,

Vodafone believes that the

opportunity for mobilepayments is within emergingmarkets, in particular otherAfrican countries, together withAsia and Latin America.“If youprovide service of real value tocustomers, success will follow,”said Serdar.However, Serdar warns that

trust and understanding must beestablished for mobile moneyservices to succeed.“It’s vital thatwe work closely with regulatorsto build a proper framework forthe business to operatesuccessfully. We also need tobuild a reliable experience whichour customers can use.”

Vodafone prepsnew m-transferlaunches


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www.huawei.com/mobileworldcongress2010


NEWS



By Paul Rasmussen

HAVING SEEN THEsuccess gained by othersmartphone vendors,

China’s ZTE has today unveiledits new Bingo handset which ithopes will boost its ranking inthe sector.The company claims that the

Bingo is the world’s first ultra-slim, large-screen 3Gsmartphone to come equippedwith two cameras, an 8cm touchscreen and A-GPS. The device,which is based aroundQualcomm’s Brew mobileplatform, has also adopted anew UI that supportsapplication development andmulti-touch functionality, whichis said to significantly improvethe end user experience.According to ZTE’s European

CTO,XiaodongZhu, the companyhas been investing heavily in theR&D necessary to be successful inthe highly competitivesmartphone market. “Obviously,we realise we do not have a brandof the strength of Apple orNokia,” he said. “However, webelieve we can differentiate ourproducts by working very closely

with operators and helping themto customise the smartphone tosupport their particular services.For example, we have alreadyworked successfully withVodafone andT-Mobile to providespecific handset capabilities, andwe’re looking tomove further intocustomisation based upon theAndroid operating system.”ZTE isexpected to launch an Android-based smartphone by the end ofthis quarter.The company has already

established a track record ofworking with operators such asTelenor, Telefonica and VerizonWireless with regard to its 3Gdongle products. “This is a veryimportant business for us andwe’re looking to retain ourmarket share,” said Zhu,claiming that sales of ZTEdongles surged by over 250percent last year.Commenting on when LTE

devices might appear, Zhumaintained that the first dualmode (HSPA+ and LTE) dongleswill appear by mid-year, albeitin sample quantities only. “Bythe end of 2010 we should seethese dongles appearing incommercial volumes, with

handsets appearing early nextyear,” he said. “Some vendorsmight be able to improve onthese timescales, but themajority will be governed by theavailability of suitable chipsets.”Reflecting on wider issues,

Zhu commented that themobile industry faces two newchallenges. “We have seen thedecoupling of mobile data trafficfrom revenue growth and, moreimportantly, the entry of globalplayers, such as Google, into theindustry. Companies such asthese are fundamentallychanging the mobile business,and the more establishedplayers – both operators andequipment vendors – need tounderstand how to work withthese new entrants.”

By Matt Ablott

JAPANESE MOBILEOPERATORS NTT Docomo,KDDI, SoftBank and EMobile

are to begin interoperability trialsof the Rich CommunicationSuite (RCS) initiative nextmonth, the GSMA announcedtoday. The pilot will be based ontechnical specificationsdeveloped by the GSMA, whichlaunches the latest set of RCSstandards (version 3) this week.RCS aims to allow operators to

offer customers a range ofadvanced messaging applicationsdirect from their handset’scontact list. The Japanese pilotwill support applications acrossboth mobile devices and PCs;Docomo’s fixed-line arm – NTTCorp – is also involved.The pilot marks the first time

that the full RCS specificationhas been trialled outside Europe.France pioneered the technologylast year in a trial that involvedall three of the country’s mobileoperators, Orange, SFR andBouygues Telecom. That pilothas moved forward with therecruitment of 300 volunteer

users who will test the service onhandsets provided by two majordevice manufacturers.Other operator pilots are

underway in Italy (via TIM andWIND) and Spain (Telefonicaand Orange). South Korea alsotrialled RCS services last year.The GSMA said that theinitiative is now supported bymore than 90 organisationsfrom across the industry.“Multimedia communications

are becoming increasingly popularwith consumers who want toshare rich content with contacts intheir address book, regardless ofthe operator,” said Aude Pichelin,chair of RCS anddirector of servicestandardisation at Orange. “It isgreat to see that the pilotsunderway around the world areprogressing, with operatorsworking closely together to ensureinteroperability.”A report last week by Infonetics

Research forecast that there willbe 7.3 million RCS subscribers by2011, mostly in Europe and Asia-Pacific. The firm added that itexpects the number of RCSsubscribers to grow at “explosivetriple-digit percentages”annually

to 2014, as it becomes morewidely supported on devices.However, Infonetics Researchanalyst Diane Myers warned that“the lack of RCS-complianthandsets has been a criticalbarrier and there is work to bedone toward operators launchingadditional enhanced applicationsand services over RCS.”Meanwhile, the GSMA also

announced today the winners ofits RCS DevChallenge, acompetition aimed at rampingup developer support for RCS.The three winners were Ecrio(US) for ‘RCS4me’ (Best RCSMobile Client); Finland’s Movialfor ‘Movial Communicator’ (BestRCS PC Client); and Spain’sGenaker for ‘Meet me at RCS’(Best RCS Innovation).

ZTE chasessmartphone market

Japan launches first fullRCS pilot in Asia-Pacific

By Matt Ablott

MOBILE CHIP VENDORST-Ericsson expects thefirst commercial

devices based on its LTEplatform to hit the market duringthe second half of this year.In an interview with Show Daily,

Jörgen Lantto, EVP and CTO atthe Geneva-based company,pointed to the firm’s track recordwith parent company Ericsson asproof of its LTE credentials. “ST-Ericsson is positioned as a strongleader in this market,” he said.“Bybeing first in demonstratingtogetherwith Ericsson themobilitybetween LTE and HSPA networks,using a multimode LTE/HSPAdevice, we also proved to themarket that LTE will be rapidlyintegrated with other accesstechnologies to provide globalmobile broadband coverage.”Lantto noted that samples of

the single (LTE) and dual mode(LTE/HSPA) solutions have beenavailable since the third quarter of2009, supporting all frequencybands expected to be used for thefirst LTE deployments globally.“The next steps are extensiveinteroperability testing with LTEinfrastructure vendors andleading operators,”he said.The migration towards LTE is

expected to be a fillip for vendorssuch as ST-Ericsson, whichstruggled during the economicdownturn last year. The company

– a 50/50 joint-venture betweenEricsson and STMicroelectronics– was created in February 2009but has yet to report a quarterlyprofit. However, it is alreadythought to be the second-largestsupplier of mobile chips after USsilicon giant Qualcomm,supplying four of the five largestmobile phone manufacturers.One major bright spot for the

firm has been in China, whereST-Ericsson claims to be amarket leader in TD-SCDMA,the homegrown 3G standardbeing deployed by ChinaMobile,the world’s largest mobileoperator by subscribers.Lantto said that the vendor

shipped the same number ofplatforms in the fourth quarter of2009 in China as the first threequarters combined, reachingmorethan 6.5 million chipset units forthe full year. In December, ST-Ericsson also announced apartnership in China with Nokiato supply chipset platforms for thehandset vendor’s Symbian-basedTD-SCDMA devices.At Congress this week ST-

Ericsson will be showcasing itsHSPA+ and LTE story. “We willalso demonstrate our latestdevelopments in multimediaand smartphones, such as high-definition mobility, enablingfuture smartphone camcorder1080p recording, full HDplayback and advanced 3Ggraphics,”said Lantto.

j Samsung makes waves –Cont. from P1The new bada platform aims

to complement Samsung’sexisting mobile applicationsstore, which will be available inmore than 50 countries acrossthe world this year. Indeed, thevendor is actively seeking torecruit application developersby launching its bada DeveloperChallenge with a total prizefund of US$2.7 million.“We are going to provide a lot

of killer apps at the beginning ofbada’s life,”senior engineer EricYoon told Show Daily. “By theend of this year we expect to seea lot of bada devices, it will bevery competitive and theecosystem will grow and grow.”Joss Gillet, senior analyst at

Wireless Intelligence,was cautiouson the strategy. “Samsungcertainly deserves credit for divingin the pool of operating systemproviders but will face strongcompetition from six experiencedsuppliers,” he said. “Nonetheless,cash returns can be rathersubstantial providing that theyquickly meet their price targetsand rapidly attract enough

developer commitments.Overall, Samsung's portfoliorationalisation around bada re-emphasises the importance thatsoftware has taken over hardwarein recent years.”Despite its promotion of bada,

Samsung was keen to stress thatit continues to support a range ofoperating systems. “bada will beone of our platforms,” said Lee.“We are still working on Androidand preparing for new WindowsMobile features coming this year,and also LiMo. “ However, Leedid appear to confirm recentreports suggesting the vendor nolonger sees Symbian as a priorityplatform. “We have not yetfocused on a new handsetsupporting Symbian but wewould support it moving forwardif demand was there.”It plans to treble its

smartphone shipments in 2010by delivering its biggestportfolio. In terms of totalmobile handsets, Samsung aimsto increase shipments from 227million in 2009 to 270 million in2010. The South Korean vendoralso last night launched fiveother handsets.

ST-Ericsson preps LTEchipset launch

Source: Infonetics Research

Regional Share of RCSsubscribers in 2011 (forecast)


NEWS



Event Guidefor Mobile devices

To download the official Mobile Event Guide simply visit whatamap.com/mwc from your mobile browser.

Make the most of the Mobile World Congress 2010 bydownloading the official Event Guide for mobile devices.The guide, powered by Whatamap.com, allows you to:

• Find an Exhibitor• Locate Facilities and Services• View the Congress Agenda• Locate Halls and Zones• Locate Registration areas

The guide works on a variety of handsets*and is stored as an application on your device.*The guide is compatible with many mobile devices includingBlackBerry, iPhone and Android devices. The application can bedeleted from your mobile after the event.

Powered by:

By Justin Springham

FEMTOCELL VENDORip.access believes Vodafone’srecent relaunch of the

technology will finally kickstart themarket and create newdata pricingmodels for the mobile industry.The small home base station

sector has suffered from a string offalse starts in recent years, despitesignificant hype.“This is a classiccase of the Gartner Hype Cycle inaction,” Nick Johnson, ip.access’

CTO (pictured), told Show Daily inan interview prior to his speakerappearance at Congress today.“With any new technology thereis a big gap between a workingprototype and a fully fledged,scalable commercial system. Thisis what we have seen withfemtocells. Working prototypeswere first shown by ip.access andothers at MWC 2007, but at thatstage there were still manytechnical and commercialchallenges to be overcome - for

example interference mitigation,plug'n'play provisioning anddevelopment of attractivebusinessmodels.These challengeshave taken time, and extensivecollaboration between operatorsand vendors, to overcome.”Johnson claimed that the

industry has now reached a pointwhere femtocell kit is ready formass-market deployment. Inparticular, he said that VodafoneUK’s decision last month torelaunch its fledgling femtocellservice under the brand name‘Sure Signal’ would be the firsttime the market would really beable to assess whether femtocellsare a hit with consumers.“We expect to see other

operators following Vodafone'slead with consumer marketingcampaigns for their femtocellsolutions,” he stated.“Femtocellswill provide these leadingoperators with a competitiveadvantage; Vodafone has alreadysaid that its Sure Signal femtocellhas proved effective in attracting

customers away from othernetworks. This will spur otheroperators to launch their ownfemtocell services. Many of theseoperators are ready to be fastfollowers, with some 60 femtocelltrials having been conductedaround the world already.”In addition, Johnson believes

that femtocells could leadoperators to adopt new pricingstrategies for their data services,as the femtocell propositionevolves this year from simply asolution to coverage problems toincluding benefits such ashomezone tariffs, service bundlesand new femtocell applications.“Mobile networks are coming

under increasing strain fromdata traffic, and this will make itmore attractive for consumers tohave their own 3G cell at home(i.e. a femtocell). We thereforeexpect operators to introduceusage-based pricing for mobiledata on the macro network, butmake data free on the femtocellbecause the cost of delivering

the service is very low using thecustomer's existing broadbandconnection. Operators will alsobegin to introduce femtozoneservices, which offer addedvalue for the end consumer.”ip.access is one of a number of

femtocell vendors hoping toscore big with operators in thisemerging market, competingwith such names as Hitachi,Huawei, NEC and Ubiquisys.With investment from the likesof Cisco, Intel Capital, MotorolaVentures and Qualcomm, theUK-based company has so farenjoyed more commercialsuccess in the 2G picocell spacethan it has with femtocells, butsays its award-winning Oyster3G femtocell technology hasbeen commercially deployed byan unnamed major NorthAmerican operator and is alsobeing trialled by other operatorsin Europe, North America andAsia. The firm promises morecommercial rollouts for Oysterthis year.Separately, the vendor will

announce today a win at France’sthird-largest operator, BouyguesTelecom, for its 2G picocell kitaimed at the enterprise market.Existing picocell customersinclude T-Mobile USA,TeliaSonera, Telefonica O2, SFRand Orascom.

By Matt Ablott

COMPANIES FROMACROSS the mobile andpayment industries have

joined forces this week to pilot thefirst ever SIM-based contactlesspayment scheme using NFCtechnology at the show. Morethan 400 NFC-enabled handsetshave been distributed to VIPs,allowing them to pay for food anddrink at around 30 onsite shops.The Samsung-manufactured

devices – known as‘Star’- useTelefonica SIM cards and comepreloaded with €60 airtime creditand a Visa mobile paymentapplication linked to Spanishbank La Caixa. Participants in the

trial can pay for purchases bytouching the device against acontactless terminal, thoughpurchases above €10 also requirea passcode. The transactions arethen authorised online, withfunds deducted from a La CaixaVisa account.The scheme – which forms part

of the GSMA’s Pay-Buy-Mobileinitiative – is further proof of anindustry push towardsNFC-basedcontactless payments. “Mobileoperators have been requestingSIM-based NFC handsets forsome time now and it’s great tosee such progress in this area,”saidGSMA CTO Alex Sinclair. “Nowthat the handsets are coming, wecan expect to see commerciallaunches of mobile SIM-basedNFC services this year.”Other firms involved in this

week’s trial include Giesecke &Devrient (SIM cards), Ingenico(payment terminals) and ITNInternational (mobile datamanagement).

Contactlessmobilepaymentsdebut atCongress

By Richard Handford

ORANGE WILL SPEEDup the introduction of itsmobile high-definition

(HD) voice service across itsEuropean markets in 2010 as itseeks to ignite interest in anoffering that promises superiorsound quality for users, thecompany will announce today.The mobile operator already

planned to launch commercialHD voice services in the UK andBelgium this year and will nowadd France, Spain andLuxembourg to rollout planswhich confirm its leading rolewith HD voice technology.Orange launched its firstcommercial mobile HD voiceservice in Moldova lastSeptember. In addition, theoperator will showcase the

technology at Congress this week,in partnership with Ericsson.Ensuring a sufficient number

of HD-capable handsets hit themarket is a key challenge forOrange, which is ahead of othermobile operators in its supportfor the technology.“This is a project on which

Orange wants to take the lead, notonly by being ambitious in terms ofinternal rollout but also by pushingthe ecosystem of manufacturers,including platforms and especiallyhandsets,” said Benedicte David(pictured), VP of voice products atOrange’s Technocentre, the part ofthe operator which charts futuremarket trends.Orange will offer eight HD-

capable mobile handsets in thefirst half of 2010. Today onehandset, the Nokia 7620, isavailable in Moldova.

Separately, Orange willannounce today that it isstepping up its efforts ininteractive mobile advertising.The operator already offers SMSand MMS-based advertisingand ad-supported tariffs in theUK, such as its Monkey pre-paid tariff. This month Orangewill launch an ad-supportedadvertising service in Spaincalled Mio. The operator alsoplans to launch a similar servicein France later this year.

Orange wants its HD voiceheard across Europe

ip.access sees Vodaas femtocell catalyst

“We expect operators to introduce usage-based pricing for mobile data on the macronetwork, but make data free on the femtocellbecause the cost of delivering the service isvery low using the customer's existingbroadband connection.“


NEWS



By Justin Springham

JAPANESE NETWORKVENDOR NEC will todayannounce a Norwegian

femtocell first and unveil aconcerted push into the cloudcomputing space.Network Norway will deploy

the company’s femtocell kit forits enterprise customers in apilot launch, claimed to be thecountry’s first such rollout.Network Norway is a relativelysmall mobile operator –covering the cities of Oslo,Stavanger and Trondheim - butclaims to be the fastest growingoperator in the country. It has

450,000 subscribers and ownsbrands Lebara and One Call.NEC has previously won

femtocell deals with suchoperators as SoftBank and SFR,the first femtocell deploymentsin Japan and France, respectively.Meanwhile, NEC will today

launch its ‘cloud platform suite,’which will ship by the end ofthis month. Cloud computinghas been hyped as the telecomindustry’s next potential growthdriver, with Gartner expecting itto be a US$150 billion marketby 2013, up from US$47 billionin 2008.Off the back of its cloud

computing support, NEC is also

launching its ‘intelligentconverged platform’ for mobilebackhaul. “Mobile backhaul iscritical to the continued successof mobile broadband, yettoday’s networks do not offerthe sustained level ofmanagement sophisticationand operational efficiency thathigh-performance mobilebroadband requires,” said thevendor’s Hiroyasu Ishii.“Furthermore, in the new era of‘Cloud by Carrier’, guaranteedcarrier-grade service levels mustbe maintained in order todeliver next-generation ITservices if operators are toremain competitive.”

NEC wins in femtos, chases clouds

By Ian Volans

MARK KORTEKAAS(pictured) will outlinethe UK broadcaster’s

plans for mobile coverage of theLondon 2012 Olympics atCongress tomorrow.The BBC’s experience with

iPlayer, the successful service thatmakes BBC television and radioprogrammes available via the webfor seven days after transmission,will be an important factor inshaping Olympic services formobile. Now supported across 21popular handsets, iPlayer iscurrently serving up more than amillion programmes a week tomobiles, although the majority ofvideo usage is currently overWi-Firather than 3G connections.

“Mobile is ideal for sport,”said Kortekaas. “It’s personaland immediate, able to provideaudiences with up-to-the-minute information in shortsharp updates ideal forconsumption on the move.”Sporting events are currently

the BBC’s biggest drivers of onlinetraffic. In 2009, there were 12occasions when the BBC Mobilewebsite received more than 1million page views an hour fromUK users: nine were related tofootball, two to a combination offootball and cricket, and one toWimbledon. In the last quarter of2009, the BBC Mobile site wasused by an average of 2.3 millionUK users every week, and over525,000 UK users every day.Kortekaas believes the 2012

Olympics presents a massiveopportunity for themobile industry.“This will be the first truly digitalOlympics and the first that hasbeen held since audience usage ofmobile data has really taken off.”From the BBC’s perspective,

one key challenge will be to createa quality mobile experience thatallows audiences to follow manyevents concurrently while stillbeing able to access the detail theywant quickly and easily. For thewider industry, the obviouschallenge revolves around dealingwith the added pressure on thenetworks when a high density ofusers congregates at key sites.Mark Kortekaas is the BBC’s

Future Media & TechnologyController for Audio &Music andMobile Media.

BBC preparesfor 2012 ‘mobile’Olympics

By Richard Handford

VOIP PROVIDER SKYPEis introducing a Symbianclient and joining forces

withVerizon Wireless.Verizon and Skype will

tomorrow host a joint pressconference at Congress in whatrepresents a turnaround to adifficult relationship betweenmobile operators and the largestVoIP provider in the world.Neither company has given any

further information ahead of

tomorrow’s event. Possibleannouncements might includeSkype developing aVoIP client torun on handsets provided byVerizonWireless.An alliance is significant

because traditionally mobileoperators have looked on Skypewith suspicion.They have viewedthe VoIP provider as a threat totheir core voice revenues. Anexception is 3, whose disruptiveapproach as a late entrant to themobile market has involvedpartnering with Skype. But an

alliance with such a high-profileoperator as Verizon Wirelesswould mark a sea change forSkype’s acceptance amongmobile operators.An alliance willsignal that mobile operators arelearning to cope with the VoIPthreat by trying to co-optpotential rivals rather thanoppose them. Similarly, O2recently acquired Jajah, anotherVoIP provider.John Stratton, Verizon

Wireless’s executive vicepresident and chief marketingofficer, and Josh Silverman,Skype’s CEO, will speak at thepress conference.Skype has a three-pronged

approach on the mobile market.In addition to mobile operators,it is seeking alliances withhandset manufacturers. At lastyear’s show, Skype announced

an agreement with Nokia to putits client onto N-seriessmartphones. And the VoIPprovider is also seeking to workwith mobile operating systems.Today, it will announce a VoIPclient for smartphones whichrun on the Symbian OS.The Skype for Symbian client

will run on any smartphoneusing the latest version of theSymbian OS. It will beavailable from launch on Nokiahandsets and Skype will soonmake it available for handsetsfrom other manufacturers,including Sony Ericsson.Skype clients are alreadyavailable for Android andWindows Mobile smartphones.

Skype strikesdeals with Verizonand Symbian

Q&A r

1) What will be the main focus of your presentation?I will be showing where apps fit within a sound mobile strategy, and how bestto use them as branding tools and to acquire new customers for a brand.

2) What is Ogilvy’s involvement in application stores, and howwill this evolve?As a creative agency we see mobile applications as a current format formobile advertising. That is to say that the app itself is an ad. On thatbasis we produce all sorts of apps for our clients. I'm not talking aboutadvertising within apps although that is a valid media channel.

3) What unique benefits does an application offer an advertiser?A mobile app can respond to any type of brief. We use brandedutilities to solve problems, or humour, entertainment and contentvalue to deliver brand experiences.

4) Is the app store advertising opportunity dominated by the iPhoneat present? If so, how will this change going forward?Of course the iPhone is a great user platform and distributionchannel for our work, but interestingly we have produced more Javaapps and achieved many more downloads with these.

5) How great a role will advertising play in applications in thenext few years?Advertising will play a significant role. It’s only just really begun andwe are constantly finding new possibilities. Some of the best appswill have advertising budget behind them.

6) Aside from advertising, what other trends are drivingdevelopment in the application store sector?We are seeing many different app stores coming on the scene nowand I think competition is strong. It will be interesting to see howthese stores develop - this competition will drive innovation.

7) What challenges will the app store market face going forward?What we really need is a unified platform and an infrastructure thatcan handle it. Still the disparity of operating systems is holdingthings back significantly. There is a bigger potential problemhowever, which is network data capacity. If everyone had an iPhoneand was using data rich apps, would the networks be able to copewith demand? I wouldn’t be surprised if we see a return to paid-fordata in the medium term, which would be a real pain.

Scott Seaborn,Head of Mobile Technologies,Ogilvy Group UK

BusinessServicesSymposium

The role of mobile advertising in the application storeTime: 11.10, Room 5

CATALOGUE ADDENDUM

Harris Stratex Networks is nowAviat Networks.Hall 2, Stand 2F27 & Hall 4,Hospitality Suite 4.2HS18

The Canada Pavilion is located at2A97, 2A108 in Hall 2 and 3.1HS68,3.1HS93 & 3.1HS12 in 3.1 Gallery

Syniverse Technologies are locatedat 1E01 in Hall 1 not 1E10


NEWSNEWS IN BRIEF... r



By Richard Handford

ANEW PARTNERSHIP isdeveloping a singlesolution for mobile

operators that combinesRedknee’s OSS/BSS capabilitieswith Microsoft’s CRM platform,the two companies willannounce today.The companies have worked

together in the past on anincidental basis but are nowpulling together their billingand CRM software into oneproduct that will be launched inthe summer of 2010.The rationale is that business

units within a mobile operator,such as marketing, sales,operations and customer care,can work more easily togetherthrough an integrated solutionrather than functioning on anindividual basis. More jointworking makes mobile

operators more responsive byreducing the time they take tolaunch a new service. Anotheranother potential benefit is thatoperators’ operational efficiencyincreases because customer careteams can interact with users ina more automated way.Lucas Skoczkowski (pictured),

Redknee’s CEO, said operatorswill see the benefits of the newpartnership:“It’s simpler for thecustomer. They look for us tosolve the technology aspect andthey want to be able to focus ontheir business.”Redknee and Microsoft

previously worked independentlyfor the samemobile operators andfound themselves doingintegration work together at theaccount level.“This partnership isnow about taking a moreproactive, forward-looking viewand doing more alignmentupfront and making it more

programmatic how we worktogether,” commented TerryMcGuigan, managing director,telecommunications industry,communications sector,Microsoft.Redknee’s experience is that

an integrated approach has aquantifiable value for mobileoperators, according toSkoczkowski. He says operatorsfind that usage per subscriberincreases within 12 months byan average of 20-30 percent,which translates into an ARPUincrease of 10-20 percent.

Redknee joins handswith Microsoft

By Matt Ablott

CANADA’S THREE MAINmobile operators are tobecome the first in the

world to commercially testOneAPI, the GSMA-led initiativedesigned to help developersdeliver applications acrossmultiple operator networks.Rogers Wireless, Telus and Bell

Canada – which together accountfor over 95 percent of theCanadianmobilemarket –will useOneAPI to offer developers asingle interface into theirnetworks, enabling network-centric applications in areas suchas messaging, location andpayments. Such capabilities areseen as largely untapped todaybecause operators typically usedifferent APIs, making it difficultfor applications towork seamlesslyacross different networks.OneAPI also aims to eliminate

the problems of delivering mobileapplications across multiple - andoften incompatible - deviceplatforms, many of which havesprung up in response to Apple’spioneering App Store, whichlaunched two years ago. Theinitiative is part of a wider effortby the operator community toprovide more feature-richapplications by opening up theirnetworks to developers.

“Multiple operating systems,various network interfaces andfragmented technologies makeapplication development far toocomplex for any developer,” saidUpinder Saini, vice-president atRogers Communications,Canada’s largest mobileoperator. “The standardisedapproach of OneAPI not onlyreduces these barriers to extendopportunities to the widerdeveloper community, but alsoequips developers with flexibility,added relevance and significantlyreduced time-to-market.”The GSMA said that the

ability to build operator billingfunctionality into applicationswas likely to be a key driver forthe initiative.While Apple’s AppStore has benefited from theiTunes payments platform,many rivals have struggled tomonetise applications and mosttoday are given away for free. Inthe Canadian pilot, OneAPI willprovide a single billing andpayment solution across thethree networks using theirexisting billing systems. Thepilot uses Aepona’s UniversalService Platform (USP) toconnect the three operators.The Canadian pilot will also

use the GSMA’s numbertranslation service, PathFinder,to determine which operator tosend the OneAPI call to whileallowing for number portability.The specs for OneAPI are in theprocess of being adopted by theOpen Mobile Alliance.Following analysis of theCanadian pilot, further pilotswill be launched around theworld this year.

Canada topilot cross-networkmobile appsinitiative

Q&A r

1) What will be the main focus of your presentation?I'll cover the outlook for mobile banking over the next decade - how ayounger world, more Internet, crime, and activist governments will affectmobile banking penetration over the next decade. These four forces willdetermine how little - or much - mobile banking really takes hold for the2.7 billion people globally who lack access to basic banking services today.

2) How far is the m-banking market from reaching its potential?We keep pointing to M-PESA, the Safaricom service in Kenya that hasreached 8.5 million people in just three years. But that’s basicallypayments and transfers. Research shows that poor people want anduse a range of financial products – just like us. They want safe storagefor their funds, they need microcredit, even insurance. CGAP is workingwith partners, especially the Bill & Melinda Gates Foundation, to seehow a broader range of products, especially savings, could be offeredover mobile phones. Mobile banking is clearly important in this regard,but we also see a lot of progress with traditional card and POS systems.

3) What are the challenges to overcome?Governments should open markets for providers, in a way thatprotects the poor and keeps the financial system stable. Companiesthat offer products that keep the customer’s needs in focus willprosper. In Kenya, we know that more than 2 million people arepaying to use M-PESA as a savings mechanism, and 1 in 10 Filipinomobile money users say they save through their mobile wallets aswell. This strongly suggests a market for more specialised productsthan a "one size fits all" payment platform."

4) What has been CGAP’s role in the market to date, and what are itsfuture plans?In addition to our demonstration projects, over the past year CGAPhas led or partnered with others on market research with more than6,000 mobile money users in Kenya, Philippines, Brazil and SouthAfrica. Our mandate is to catalyse the market to serve poor people,viably, with appropriate technology-enabled financial services.

5) What does 2010 hold for the m-banking market in terms ofreal progress?We'd like to see more success stories beyond M-PESA. But perhapsequally important, we are also seeing variations of the businessmodel that offer additional services by partnering with banks, whichis required by regulators in many markets. Telenor’s tie up withTameer microfinance bank in Pakistan, which could potentially offera full range of financial services, is one to watch in 2010.

6) Realistically, how large a market do you expect this sector tobecome over time?Last year's market sizing by CGAP, GSMA and McKinsey foundthat across Africa, Latin America and Asia, the number of peoplewho do not have a bank account but do have a mobile phone is setto grow to 1.7 billion by 2012. These ‘unbanked mobiled’individuals represent a compelling market opportunity.

6) Which markets (both geographically and demographically) holdthe most potential for m-banking?Mobile banking has a good chance of taking off in any marketwhere people have to rely on cash to move money or pay forthings. Carrying cash can be dangerous and expensive. Everycountry is unique, but the success factors for growth include ayounger demographic, more Internet-enabled phones, avoiding orreducing risks around fraud and cash loss, and governments thatfoster financial inclusion.

Stephen Rasmussen,CGAP

Mobile Money -Transfers,Transactionsand Technology

Mobile banking in 2020 – Time: 11.45, Room 6

Poweringmobile appsService2Media is debutingits mobile applications andservice developmentplatform, M2Active. Thenew platform adds evenmore features and enables,from one single script,mobile applications andservices to run nativelyacross all mobile devices,minimising the time andeffort spent on developmentand maintenance.

CD quality over 4GFraunhofer IIS isdemonstrating mobilephone calls in stereo CDquality over a 4G cellularnetwork. With theFraunhofer AudioCommunication Engine forLTE-A networks, voicessound as clear and naturalas if talking to someone inthe same room.

Opera anddeCarta partnerOpera Software has formeda partnership with deCartato bring maps, local searchand travel routes to theOpera browser family. Thenew geospatial features inupcoming releases of OperaMini and Opera Mobile willallow Opera users to accessmaps, local search andtravel routes quickly,localized for their region.


4G4UWe are the newest name in mobile backhaul.

Come and see why our IP wireless backhaul solutions are leading the way to the full-on 4G/LTE future.

Hall 2, Booth #2F27, or visit us at www.aviatnetworks.com



MOBILE DATA GROWTH | BRIDGEWATER SYSTEMS

Chaos in themobileecosystem?Take control!Strategies for profiting from mobile data growth

By David SharpleySenior Vice President, Bridgewater Systems

Perhaps the collective intelligence ofant colonies can service asinspiration. Ants prioritise traffic

for those carrying food, shift to differentpaths based on traffic patterns, andcontinuously communicate and evolve asconditions change.Similarly, operators are introducing a

toolkit of network resource managementstrategies that will reduce costs andimprove economies of scale by balancingtraffic requirements across networks andimplementing real-time usage controls.Policy control, data traffic offload,evolution to 4G, and networkoptimisation will incrementally reducedata delivery costs by more than 60 percent over the next three years. A holisticapproach in an era of huge mobile datagrowth is vital to long term success.Policy control – how, when and under

which circumstances subscribers canaccess networks, applications and services– will contribute cost savings of over 10 percent, equating to over $15 billion in savingsby 2013 in the US market alone.

Meanwhile, operators deploying adata traffic offload strategy to Wi-Fi orfemtocells, using service control toensure transparent and secure subscriberaccess, can expect annual savings ofabout 25 per cent by 2013. The evolutionto HSPA and LTE will save around 20 percent in costs, according to ChetanSharma Consulting.Cost reduction is only one side of the

equation. Operators are now creatingnew service models that move away fromunsustainable flat-rate plans towardstiered and usage-based pricingunderpinned by subscriber, service, andpolicy control as shown in the table.Flexible, dynamic, and personalised

pricing models that reflect subscribers’preferences and context, bandwidth andapplication usage, and network conditionsare the wave of the future. It is ultimatelythe responsibility of mobile operators tointroduce these models with quality ofservice guarantees that are based on usersmodifying their behaviour. With that willcome order from the mobile data chaos.

INNOVATIVE SERVICE MODELS

Service models are evolving in a data-centric mobile world as a result of massivegrowth in data throughput. Flat-rate data plans are unsustainable for the heaviestusers and innovation inevitable:• Speed-rated: These plans offer operators the ability to increase revenue fromthe heaviest users by placing these subscribers on the most expensive tariffs,implemented through effective policy control on the consumer side.

• Time-based: Telecom Italia Mobile has successfully deployed time-basedmobile data plans. The model implements tiered pricing based on the numberof minutes a user spends on the data network.

• Bandwidth usage and application specific: Next generation policy controlsolutions enable operators to implement controls and pricing based onbandwidth usage or specific traffic types. Operators can flexibly charge forheavy bandwidth services such as video or peer-to-peer in real time.SmarTone-Vodafone, for example, is delivering tiered services in Hong Kongbased on bandwidth usage and time, as well as applications on-demandusing policy control and subscriber data management capabilities.

• Time of day: Operators in mature markets have seen a clear time-of-day usagepattern emerge for mobile data. Similar to other utilities, they can charge more atpeak times according to network capacity , or conversely, offer consumers incentivesto download during quiet network times. Underpinned by policy control, dynamicand transparent pricing enables operators to effectively manage peak loads.

• Location-based service models: Traffic patterns over the past two yearsdemonstrate that the most congested cell sites are in urban centres.Implementing charging models based on congestion is commonplace –London’scongestion charge zone for example. Could operators implement a similar modelon their mobile networks if guaranteed quality of service is the outcome?

• Quality of service models: Guaranteed QoS comes at a cost to operators,especially in mobile networks where bandwidth is necessarily a shared resource.But the emergence of ‘bandwidth boost’ models – whereby a user is offered ashort-term increase in bandwidth for a set fee for example – provide theopportunity to implement service level agreements.

• Ad-funded solutions: Mobile advertising is beginning to emerge as a revenuesource for operators. With subscriber data privacy concerns now beingaddressed, mobile advertising could create new revenue streams for theoperator, personalized offers for the consumer, and more brand awareness forthe advertiser.

• Mobile commerce driven: Japan offers insight into a commerce-driven mobiledata market, with an open ecosystem driving adoption and consumer spendingon services. Leading mobile Internet players including Yahoo! Japan havedeveloped a viable market for content, services and mobile advertising inpartnership with mobile operators.

The mobile data industry has evolved rapidly over the past two years,with the impact of growing 3G penetration, lower cost smartphonesand USB laptop dongles, the popularity of mobile applications, andflat-rate data plans. This has resulted in huge growth in datatraversing operators’ networks. The market has now reached achaotic and critical point with network congestion being felt byoperators and consumers alike.

OPERATORS ARE IMPLEMENTING MULTIPLE STRATEGIES TOMANAGE MOBILE DATA COSTS SUCH AS POLICY CONTROL,DATA TRAFFIC OFFLOAD, AND MIGRATION TO 3G AND 4G. BYCOUPLING THESE STRATEGIES WITH PERSONALIZEDSERVICE PLANS BASED ON OPERATORS’ KNOWLEDGE OFSUBSCRIBER USAGE, THEY CAN BENEFIT FROM AMOREPROFITABLE MOBILE DATA BUSINESS MODEL.



MOBILE MESSAGING | SYNIVERSE TECHNOLOGIESTony HolcombePresident & CEO, Syniverse Technologies

Influenced largely by the onlineexperience and sophisticatedhandsets, end users see their mobile

devices as tools not just for directcommunication, but also as a way toaccess the Internet and all the riches itoffers. The result is that SMS and MMSare no longer enough. Subscribers todaywant a full range of messaging services,including mobile instant messaging(IM) and chatting as well as theexpanding realm of mobile socialnetworking and blogging. They alsowant to be able to share dynamicinformation about their location andavailability to chat with others.So as users’expectations evolve, and as

new forms of communication find theirplace in the mainstream, operators arepresented a tremendous opportunity toincrease revenue and establish acompetitive advantage. All it takes is thewillingness to break down the oldprotective walled garden, embrace themonumental changes taking place intoday’s mobile ecosystem and deliver thethree fundamental building blocks ofadvanced messaging: presence, locationand identity.

BUILDING BLOCK 1: PRESENCEFor years, Internet-based IM systems setthe standard, allowing the sharing ofpersonal availability and accessibilityinformation. Today, users have an ever-expanding choice of wireless devices thatgo with them wherever they travel. Withthis portability comes a desire for greater

control for sharing presence with othersin the wired and wireless world.Consequently, presence information

is an essential facet of successful mobileapplications. Whether it’s a subscriberusing presence criteria to control androute voice, text or content, or justselecting appropriate emoticons toindicate his or her temporaryavailability, that information needs to bereadily exchangeable with whomeverthe user chooses.

BUILDING BLOCK 2: LOCATIONClosely linked with the issue of presenceis location, enabling users to send andreceive messages with geographiccontext or value. Entirely newcommunities of interest for bothindividuals and businesses have beencreated as a result of increasing globalcoverage of geographic informationsystems at ever greater levels of detail.Thanks to the inherent openness of

the Internet, enterprises are more likelythan ever before to bundle location,mapping and direction information withother communication services, includingmobile ones, to generate business. It’salso possible for friends to create socialnetworks based on geography andproximity by tracking one anotherthrough opt-in services that linkmessages, calls and content withphysical location.Mobile operators play critical roles in

delivering location at a consistentlyhigh standard.

BUILDING BLOCK 3: IDENTITYIdentity represents the final building blockfor future messaging success. Alreadyrecognized as one of the most multi-faceted and problematic issues that ouronline society is confronting, the ability tochoose, create, change and manageidentities adds yet another level ofrichness and complexity to the service mix.In the course of a single day, a user

may have different identities dependingon the roles he or she plays (e.g., parent,business associate, friend) and theexchanges involved (e.g., m-commerce,professional networking, socialnetworking). Some may requireauthentication, while others maydemand anonymity. This is where theoperator can increase its value to the enduser by offering a secure, reliable servicethat allows identities to be switched withthe utmost confidence and comfort.

THE CHALLENGE:INTEROPERABILITYIt’s clear that by leveraging presence,location and identity operators have theopportunity to turn the messagingevolution into new, surging revenuestreams. Grasping the opportunity,however, requires delivery of the sameseamless messaging service to whichusers have become accustomed with theirtraditional SMS and MMS applications.Undoubtedly, cross-platform or

cross-network interworking between allthe various messaging types and acrossthe three building blocks can be acomplex endeavor – especially as manyof these elements grew up, at leastinitially, outside the highly standardizedworld of mobile. So operators mustremember that it’s no longer aboutsimple message routing. They also mustbe able to intelligently deliver the nextgeneration of rich messaging services

irrespective of a user’s network,platform of choice or the community towhich they belong, so that subscriberscan go anywhere and do anything.One way to solve the business and

technical complexities of next generationmessaging is via an advanced messaginghub, a solution that provides seamlessinterworking across disparate formats,devices and platforms to facilitate thetransparent, intelligent handling of alltypes of messages. This sort of platformalso simplifies the messaging landscapefor subscribers into one that is effortlesslynavigable. Their experiences must beinteractive, intuitive and convenient, andmust give them the ability tospontaneously communicate and shareexperiences with individuals, groups andsocial networking communities from anymobile device, wherever they want,whenever they want.Now is the time for mobile operators

to prepare themselves to capitalize onthe significant revenue and customerloyalty opportunities that can result byimplementing and offering advancedmessaging solutions.

“MOBILE OPERATORSPLAY CRITICAL ROLESIN DELIVERINGLOCATION AT ACONSISTENTLY HIGHSTANDARD.”

OpportunityKnocks:Increase revenue, customer loyalty byembracing advanced messaging solutions

Traditionally, peer-to-peer messaging communication, along with voice,has long served as the foundation of operators’ revenue streams and asthe defining feature of the mobile user’s experience. More recently,though, mobile messaging, which began life limited to 160 charactersof basic text, has evolved to give users a wide range of choice in theways they communicate with friends, families and colleagues as well aswith websites, remote applications and even distant machines.



FEATURE | MOBILE LIFESTYLE – GSMA

Earning a Living fromthe Mobile Lifestyle

By Michael O’Hara, Chief Marketing Officer, GSMA

Rather than simply replicating whatalready exists on the fixed-lineInternet, many of these services

create an entirely new experience tailored tothe lifestyles of people who aren’t sitting infront of a PC all the time. Augmentedreality apps, for example, superimposeinformation on the live video images shownin a camera-phone’s viewfinder, pointingout the nearest train station or providinglinks to reviews of a restaurant across thestreet. The big challenge now is to makesuch services commercially viable, whetherthrough advertising, micropayments orsome combination of the two.The most successful of mobile lifestyle

services will combine the best attributes ofthe web and the mobile worlds to createcompelling services that people will beprepared to pay for or will be highlyattractive to advertisers. Right now, theGSMA is running several mobile lifestyleprogrammes designed to encourageinnovation, while incubating commerciallyviable services before driving them to themass market. These programmes rangefrom the development ofmobilemetrics foradvertising, mobile money and advancedmessaging services to the standardizationof network application programminginterfaces (APIs) and ensuringinteroperability between IP networks.

ADVANCING MOBILEADVERTISINGLet’s turn first to mobile metrics, which isdesigned to take the guesswork out ofmobile advertising and realise itspotential to become a major new revenuestream for the mobile ecosystem. TheGSMA and the UK’s five mobileoperators, Telefónica O2, Vodafone,Orange, T-Mobile International and 3,recently announced the official UKlaunch of the GSMA Mobile MediaMetrics (MMM) product, a pioneeringcensus-level solution to mobile mediareporting. Taking irreversibly anonymisedbrowsing data from the UK mobileoperators, the service will provide acomprehensive insight into mobile mediaconsumption, empowering brands andagencies to plan effective and focusedcampaigns for the mobile medium.The launch follows a feasibility study

which created a measurement process formobile browsing that both respects theprivacy of mobile users and provides richplanning information for the media andadvertising communities. The MobileMedia Metrics service provides a rich,aggregated view of mobile Internet userbehaviour, enabling market-level analysisof site visitation and engagement metrics,such as page views, time spent on specificsites, and device types and features. Thiswill enable better planning of marketingcampaigns, and in turn, will acceleratesales of mobile advertising inventory.

MOBILISING MONEYIn future, mobile advertising andmarketing is likely to becomeincreasingly integrated into mobilepayment services, so that consumersusing their mobile phones to pay forgoods at point of sale can also easilyredeem vouchers or view adverts forrelated products and services on thescreen of their handsets. Through itsPay-Buy-Mobile programme, the GSMAis working with mobile operators to use

Near Field Communications (NFC)contactless technology to enable quickand easy mobile payments.Supported by more than 50 operators,

many of whom are piloting services, thePay-Buy-Mobile programme advocatesthe use of a standard technical approach:mobile payment applications stored inthe SIM card linked to a NFC chip in thehandset via a standard technologyknown as the Single Wire Protocol. Thiscommon technical approach is importantbecause it will help handset makersachieve economies of scale, whileenabling consumers to keep usingmobile payment services as they travelacross borders.Themobilemedium is also ideally suited

to enabling the fast and efficient transfer ofcash between people and merchants,making even small payments cost-effectiveand simple to execute.The GSMA has twoprogrammes related to mobile moneytransfers both now coordinated throughour new online Mobile Money Exchange.Through the Exchange, there’s a wealth ofinformation on the GSMA’s partnershipwith the Bill & Melinda Gates Foundationto bring financial services to the one billionpeople worldwide who have a mobilehandset, but don’t have a bank account.The Exchange is also an online focal pointfor the GSMA’s Mobile Money Transferprogramme,which is catalysing themarketfor international mobile money transfersby working with leading remittance serviceproviders to establish global hubs thatoperators and banks can use to securelyand easily transfer money from a handsetto another handset overseas.

RICHER COMMUNICATIONSAt this year’s Congress, we are alsoshowcasing Rich Communication Suite(RCS) services, which enable people toaccess a range of advanced messagingservices direct from their handset’scontacts book. There will be severaldemonstrations of RCS, including oneshowing the service running on multipleNokia handsets connected to Telefónica’snetwork enabled by Ericsson.Underpinned by technical specificationsdeveloped by the GSMA, RCS enablesin-call multimedia sharing,

conversational messaging and presence-enhanced contact management, allinteroperable across mobile and fixednetworks. More than 90 operators andvendors are supporting RCS, which isalready in live deployment in SouthKorea and is being trialed by operatorselsewhere in the world.You can find out more about RCS by

visiting theAppGarage,which is part of thenew App Planet event in Hall 7. The AppGarage will be running RCSdemonstrations each day, as well asshowcasing the winners of RCSDevChallenge, a competition for developersto encourage new and innovative ideas forfuture RCS-based services.

EXCHANGING INNOVATIONOf course, many of the most exciting andcompelling mobile lifestyle services ofthe future probably haven’t even beenconceived yet, or if they have, they areprobably hidden in the brain of a youngentrepreneur or software engineer. TheGSMA seeks to uncover the best ideasand most promising new technology bybringing small companies together withmobile operators and venture capitaliststhrough our Mobile Innovation Market.The Congress here in Barcelona marks

the culmination of the year-long 2010GSMA Mobile Innovation Grand Prixcompetition to find the most innovativestartups worldwide in the mobile sector.Judged by R&D experts from the operatorcommunity and eminent VCs, the GrandPrix helps mobile operators filter throughthe tens of thousands of youngcompanies developing mobile services,solutions and products. The process,together with ongoing interactionthrough the online Mobile InnovationExchange, also helps startups betterunderstand the needs of mobile operatorsand align their workmore closely with thetrends in the marketplace.As evidenced through the wide range

of initiatives underway in the mobileindustry, the mobile lifestyle is not just avision of the future – it’s here today. Andwe’re working to ensure that the mobilelifestyle of today and tomorrow will beboth rich and rewarding for consumersand the mobile industry.

In the past 12 months, the mobile lifestyle has really begun to takeshape. Millions of people are now using innovative newmobile services,such as augmented reality apps, mobile money transfers and location-enhanced social networking, which have emerged to take advantage ofthe increasingly widespread mobile broadband infrastructure.

THEMOST SUCCESSFULOFMOBILE LIFESTYLESERVICESWILL COMBINETHE BEST ATTRIBUTESOF THEWEB AND THEMOBILEWORLDS TOCREATE COMPELLINGSERVICES THAT PEOPLEWILL BE PREPARED TOPAY FOR ORWILL BEHIGHLY ATTRACTIVE TOADVERTISERS.


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MOBILE DATA | OPENWAVEBy Ken Denman, CEO, Openwave

The growing popularity ofsmartphones and other mobiledevices has caused a massive

increase in data flowing through operators’networks, effectively creating a ‘mobiledata tsunami.’ These unprecedented andunpredictable data surges place enormouspressure on the networks, forcingoperators to scramble for an immediatesolution to their capacity problem as wellas plan strategically for future growth.The clock is ticking; operators need

immediate, practical solutions.As we haveseen, network capacity is being stretchedto the limit as previous peak load trafficlevels are extending to more hours of theday. Unfortunately for operators andusers, we are likely to see more outagesfrom more networks in the near future.

WAVES OF DATA DEMANDA closer look at the data tsunami revealsthat there are actually two distinct tidalwaves of demand. The first is upon us; itcomes from the increasing number ofsmartphone users, and the type and sizeof data they are consuming.Smartphone sales are expected to

represent 31 per cent of all handsets salesby 2012 (44 per cent in the US and 56 percent in Europe1), and the latest devicesremove many of the previous barriers ofmobile data uptake: small screen display,content incompatibility and slow dataentry. The data traffic generated by thesedevices is up to 30 times greater than typicalolder mobile phones2 which complicatesmobile operators’content, services and tariffstrategies. For example, flat pricing modelshave successfully spurred adoption andusage rates, but margins are shrinking.

The second tidal wave is not as close,but it looms larger. Fueled by theincreasing array of laptops, netbooksand other wireless devices, this wave ofdemand isn’t constrained by ahandheld form factor or mobile usagepatterns. Again, networks are alreadyfeeling the strain of tethered laptops,but what happens when machine-to-machine communications (for instance,a home security system streaming videoto a mobile device), become morewidely available?

NO MAGIC 4G BULLETToday, the first wave of data demand ispushing many networks to capacity.Theyare one surge away from experiencingprolonged outages, as we are starting tosee and read about. LTE and other 4Gsystems will alleviate some of the strain.But network upgrades are multi-yearprojects, spectrum is still a scarceresource and demand is likely tocontinue exceeding supply constraints.However, there are practical stepsoperators can take today to maximisetheir bandwidth and future-proof theirnetwork investments.

TRAFFIC OPTIMISATIONOne immediate way for operators toweather the storm is to“add”bandwidth byreducing the amount of content sent overthe air through compression techniques,such as video optimisation and caching.This option is meeting two complementaryobjectives. By actually reducing the datarequired for video and other data throughsmart technology within the operatornetwork, the operator is reducing the datatraffic burden and increasing video andbrowsing speeds for the consumer.

PREDICTIVE ANALYTICSAnother vital tool is an in-network mobileanalytics suite. Analytics can turn the rawdata on the network into actionableintelligence to improve traffic flow. Forinstance, analytics can pinpoint the usersand devices most likely to cause networkcongestion. It can also provide traffic reportsto locate and alleviate bottlenecks across theaccess network, backhaul or webapplications/sites. Finally, mobile analyticshelp guide the operator to increased revenueby identifying popular mobile Internet anddata trends on which to base relevantservices, promotions and premium content.

BENEFITING FROM THE MOBILEDATA ONSLAUGHTIn a world dominated by an all IPprotocol, which we’ll start to see with thelaunch of 4G networks, service providerswill need the infrastructure in place todifferentiate users, devices, traffic typesin order to compete beyond a simpleprice per megabyte.Soon, the data tsunamiwill be less a story

aboutmaximizing bandwidth andmore of astory around maximizing revenue.A more efficient way for mobile

operators to handle the approachingdata tsunami extracting maximumreturn on their investments in 4Gnetwork upgrades is to deploycontext-aware, traffic mediation softwarethat sits in the data path and enablesoperators to monitor, manage, andmonetize traffic by creating anddelivering smart policy-driven services.As is increasingly the case with

congestion on our roads, we will need todevelop more consumption-basedpricing capabilities and related plans tohelp keep traffic flowing. The answermay lie in metered usage based on timeof day, class of service or specific contenttype. We could also provide pre-paidsubscribers with the ability to monitortheir own use of mobile data, while pay-as-you-go data plans could include avariety of time-based options, like hour-,day- and week-long plans. One of theseapproaches could result in users signingup for a day or a week of mobile datausage or even a MB plan, openingreliable incremental revenue streams foroperators that could total into themillions per year. Other customers couldbe provided with custom speed (QoS)access to their favorite social networkingsites. This level of micro segmentation isrich with possibilities.Expanding on this idea of metered

usage, companies could also considerproviding different tiers of service. Thetiered pricing model has worked well inthe wired Internet world where users arewilling to pay a higher price for a fasterweb experience and certain features thatwork well in a high speed, low latencyenvironment.Tiered pricing could translatewell into the mobile Internet world.There are many options available for

addressing how we manage andmonetise this mobile data tsunami butthere is no one over-riding solution thatwill solve the problem. The combinationof various software capabilities and toolswill be critical to combating the issuewhile beginning the process now willhelp ensure that consumers are notcaught in the eye of the storm.

1Source: Strategy Analytics2Source: Openwave, Strategy Analytics, CiscoSystems, Inc

How to Survivethe MobileData TsunamiThe stressed state of mobilenetworks has become front pagenews as entire metropolitanareas experience sluggishconnection speeds and completeservice disruptions. The latestholiday outages don’t just makegreat headlines, they highlightthe mobile operator’s ongoingstruggle to cope with runawaydemand for data services.


ACISION | MOBILE DATA

2010 to 2020 - the pathto delivering data overthe next decade

Steven van Zanen, Head of Mobile Broadband, Acision.

THE EVOLUTION TO A MOBILEDATA CENTRIC INDUSTRYWe all know that the mobile phone hascome a long way over the last decade andhas taken centre stage in our informationsavvy society and our lives. This has madethe mobile device, but even more so thedata it carries, critical and personallyimportant. A remarkable fact consideringthe advent of mobile data only occurredaround ten years ago when manycountries held 3G spectrum auctions. Ithas taken the greater portion of thatdecade for the infrastructure, handsets andservices to catch-up with the excitementand hype that 3G auctions raised withinthe media back in those days.Having spent the past 10 years

establishing the success of mobile dataservices, it is now the time for the industryto focus on the fundamentals of deliveringits future. This is increasingly important asservice bundles and ‘all you can eat’ tariffsput ARPU and profits under extremepressure across the globe. Also, a shift istaking place, away from the traditional ‘in-network’ operator services to data-hungry,rich-media internet services such as socialnetwork centric services and high definitionvideo-sharing. Finally, exploding mobilebroadband data volumes are puttingenormous pressure on networks, costs andprofit per gigabyte. With these challengesfacing operators, securing a sustainable andprofitable future is essential.

MEETING CONSUMER NEEDSWith 1.5 billion mobile internet usersprojected by 2013 (Source: Informa,August2009) and about half connecting throughsmartphones or laptops, consumers arebecoming ever more sophisticated in howthey use their devices and what servicesthey want. Increasingly consumers aredemanding “always on”, “alwaysaccessible”, highly personalised, hyper-connected communication channels andrich-media content. This any-to-any dataenvironment will be underpinned not justby the devices but by the network itself.These new levels of consumer demand areset to grow exponentially, especiallydemand in video-based content which willcoincide with events such as the 2010 FIFAWorld Cup and the Olympics. This,coupled with new formats and services willdrive tremendous growth in data trafficvolumeswhich are set tomore than doubleevery year between 2008 and 2013 – a 66-fold increase compared to 2008 levels

(Source: Cisco).The effect this is having onQuality of Service (QoS), networkinvestment and profitability is obvious anddominating today’s headlines.So, how does the industry create a

mobile services ecosystem that not onlydeals with the enormous growth inmobile data traffic that the next decadeof mobile data services will bring, butenables mobile operators to differentiateand bring new services to market? Andhow is it possible to achieve this whileensuring a healthy profit per gigabyte, inan increasingly competitive landscape?

RAISING THE CAPABILITY BARIn order to effectively balance the need forcost control, increased ARPU and highlevels of quality of experience, mobileoperators need to significantly increasetheir capabilities in the following areas:• Service Control – In order to maximisethe amount of concurrent users thenetwork can support, operators need tointelligently allocate the scarce resourceamongst their entire customer base.Thisrequires absolute control over anyservice, such as VoIP, messaging,browsing or video with full awareness ofnetwork type, location, network status,device type and any other relevantaspect of the service. Only then can adifferentiated service be delivered in linewith all relevant considerations of cost,revenue and quality of experience.

• Service Optimisation – Delivering amobile data service requires much moreawareness of network and serviceconditions compared to a fixed lineservice, such as varying levels of availablebandwidth, congestion levels and devicetype. The capability to vary aspects suchas compression levels, content size andformat is essential in ensuring thehighest Quality of Experience under allcircumstances while minimising therequired amount of costly gigabit fordelivering the service. By using the rightservice optimisation tools operators canalso utilise up to 30 per cent lesshardware per gigabyte – a huge saving inthis costly data driven world.

• Service Differentiation –Operators needto enable the mobile data service toreach its full potential by leveraging thepremium of mobility, insight intosubscriber behaviour and preferences,location, device usage, presence anduniversal reach. This requires an abilityto easily add these aspects to the data

services, enabling third parties easyaccess to the core data service andgiving consumers the ability topersonalise and tailor the service to theirindividual demands and preferences.

DEALING WITH UNPRECEDENTEDVOLUME AND LATENCY NEEDSThis much needed step change incapability needs to be achieved, however,under unprecedented volume andlatency requirements. The enormoustraffic levels will expose any architecturaldeficiencies of a solution, as well asposing significant challenges to anoperator’s marketing, planning andoperations divisions, and will require aradical revision of their networkarchitectures. Architectural flexibility isrequired to address any issues as soon asthey arise and as close to their sources aspossible - providing performance anddeployment granularity to suit individualnetwork topologies, or supportingoffload measures while preservingservice experience.Operators will need an integrated

solution that can deal with explosivetraffic volumes as well as offeringinherent support for evolving servicesand media formats, yet one that can bedeployed centrally as well as in adistributed manner both functionallyand performance-wise. This will helpprovide an optimal balance between costand the benefits, while scaling in linewith traffic demands with minimaloperational effort. Even then, however, asingle distributed node will need tohandle at least 10Gbps of traffic, doublethe level that most mobile operatorscurrently support today in their entirenetwork. All this enhanced capabilitieswill also need to be applied as the serviceis being delivered, adding as little aspossible additional latency.From a user perspective, in the next

decade the traditional ‘wait a month’ postpay model will effectively become extinct,at least when it comes to cost control. Evenwhen the service is delivered under a post

pay contract, the consumer will still wantto be aware exactly on how muchallowance is being spent to fullyunderstand how using the servicetranslates into actual monetary impact,enabling instant gratification on serviceconsumption and an immediateunderstanding of how costs align to theservice. Regardless of this, the requirementto control, optimise and differentiate theservice will require full ‘in-service’capability regardless of payment method.

COUNTING THE TRUE COST OFDATA: AFFORDABILITYThe real showstopper, however, isaffordability and cost of ownership. Withunlimited budgets one can start to imagineachieving the ambitious goals of creating astep change in capability under stringentvolume and latency requirements. But, aswe all know, operator budgets are notlimitless and they will have to continuallycount the cost of their data.Affordability of the supporting

infrastructure is therefore one of the mostimportant barriers to success in thecoming decade. The days are gone whereoperators are able to‘integrate’themselvesout of trouble by connecting disparate bestof breed components on site. Volume andlatency requirements will simply not allowfor it. Only those parties which are ableand willing to take true responsibility todeliver on all aspects of the capability willhave a significant role to play in the futurewhich lies ahead.

DELIVERING THE NEXT ‘DECADEOF DATA’We are entering a very challenging andexciting decade. The entire industry isbeing summoned to deliver a lot more interms of capability, performance,scalability and latency to enable therequired quality of experience levels witha healthy profit per gigabyte. Only thosewho will achieve these objectives atsustainable levels of affordability willtake part in that exciting future. We lookforward to meeting you there.


As the digital world rapidly extends to mobile, operators need toprepare their business and their networks


ADVERTORIAL


Driving theNetwork Evolution

CREATING NEW INTERCONNECTOPPORTUNITIESAs the number, size, and complexity ofnetworks grow, so do the problems of cost-effectively interconnecting these networkstogether. This has become particularlyapparent now that “islands of VoIP” arebecoming larger continents, increasing VoIPminutes traffic in long distance backbones.VoIP networks must now connect to other,often disparate VoIP networks -- and also tolegacy TDM networks.The traditional solution for managing

VoIP to TDM network interconnects was tohand everything off at a common TDMlayer using softswitches and mediagateways – which impacted call quality andincreased costs. VoIP to VoIP connectionswere similarly enabled through SessionBorder Controllers (SBCs), often requiringtranscoding to ensure proper translation.Further, signalling interworking wascomplicated, with legacy fixed and mobile variations meeting new IP-based variants(SIP, SIP-I, H.323, etc.).“Operators continue to be challenged to increase their interconnections while

reducing costs and improving quality,” said Mehmet Balos, Chief Marketing Officerat GENBAND. “They are searching for a supplier that can provide them an efficient,sensible way to enable any-to-any communications – IP to IP, IP to TDM, and fixedto mobile. GENBAND’s highly-evolved Media Processing and SBC platforms arejust the right answer for operators facing these challenges.”Leveraging its leadership inMediaProcessing andSecurity, theGENBAND Interconnect

Solution combines the company’s state-of-the-art G9 Converged Gateway, C-SeriesControllers, and S-Series SBCs to enable seamless, any-to-any network interconnections.Key elements of the solution include dynamic transcoding, any-to-any signalling, andintelligent routing to ensure least cost, highest quality transport between any VoIP, TDM,fixed, or mobile network – all from a single supplier of best-of-breed platforms.The GENBAND Interconnect Solution simplifies operational management,

enables expansion into new geographic markets, and creates powerfulinterconnect opportunities with other operators or partners. For example,operators can engage directly with GSMA’s IP eXchange or other peering networks,opening up expansive mobile or fixed markets and more efficiently exploiting theoperator’s network footprint via expanded Minutes of Use. In addition, the solutionfuture-proofs the network as operators migrate to IMS.

SECURITY: THE FUTURE OF IP-TO-IP CONNECTIVITYIP-centric voice and multimedia applications are taking center stage in the explosivegrowth of telecommunications. However, unlike legacy circuit networks wheretraffic flow was structured and homogeneous, IP traffic is inherently heterogeneouswith a diverse set of protocols and network configurations that require complexinterworkings and policy control over IP sessions. IP is not tied to any specific

network facility, so traffic needs to beintelligently routed and managed, and IP isalso very open, exposing network borders tothe security risks inherent in the Internet.“Session Border Controllers (SBCs) have

become mandatory components within theevolving IMS and Next Generation Networks,enabling operators to interconnect to their endcustomers and other networks or operators ina securely managed fashion,” said Mr. Balos.“Our SBCs have been deployed since 2002, andwe have over 500 customers globally across allpossible network combinations, including fixedand mobile access, carrier interconnect andpeering, and wholesale solutions routingbillions of minutes of VoIP traffic.”Where diverse IP networks meet at network

borders, SBCs provide extensive interworking,protocol repair, and normalization to ensuresmooth flow of voice and multimediasessions. In addition, SBCsmanage a complexset of security risks to prevent service theft,ensure session integrity, protect policies andSLAs, and provide network predictability andsession confidentiality.GENBAND's S3 and S9 SBCs (pictured)

provide comprehensive carrier-class security,session management, and policy enforcementat access and core network borders.At the top of its class, GENBAND’s high

performance S9 SBC is massively scalable,enabling up to 150,000 concurrent sessions,

24Gbps of media bandwidth and 1,500 Calls per Second leveraging flexibleAdvanced Telecommunications Computing Architecture (ATCA) technology.GENBAND’s SBCs are used in the world's largest service provider networks to

protect subscriber connections and the core network against service-disruptingattacks by securely managing, controlling, and enabling interoperability for real-time voice and multimedia sessions at network borders. They deliver secure carrierclass, real-time communications for fixed and mobile operators, enabling newservice offerings, rapid revenue generation and network cost-savings.

CAPITALIZING ON FIXED MOBILE CONVERGENCEFixed-mobile convergence in the form of femtocells offers a promising way foroperators to support voice and high-speed mobile data services in a scalable andeconomic way. By harnessing the existing wired broadband links that manyconsumers already have at home or in enterprises, mobile operators can usefemtocells to backhaul voice and data traffic to their networks, reducing their owncell site backhaul costs and simultaneously improving in-premises service quality.GENBAND believes that femtocells offer a unique value proposition to both

mobile operators and customers. Leading industry analysts expect the femtocellmarket to grow to 70M subscribers by 2012. Further, the market is expected tobring in about $1.8B by 2013“GENBAND is a leading provider of femtocell solutions for mobile operators and

has been instrumental in driving the adoption of this technology worldwide. With arich and extensive ecosystem, GENBAND’s Security and Femto Gateways currentlypower a significant portion of live femto deployments across the globe.GENBAND’s market leading security and femto gateways are deployed in both

UMTS and CDMA networks for consumer as well as enterprise solutions. Withdeployment flexibility, high-scale security terminations and media interworking,the solutions offer operators the lowest total cost of ownership.

The key element to building asuccessful Next Generation Networkis an evolutionary path. To provide asuitable basis for this networktransformation, it is crucial thatinterworking and interconnectioncapabilities exist betweentraditional infrastructures and next-generation IP networks.


SNAPSHOT: MOBILE MONEY | FEATURE

Mobile money helpsSafaricom strengthenlead in Kenya

By Matt Ablott,Analyst, Wireless Intelligencewww.wirelessintelligence.com

Safaricom – which is 40 percent-owned by UK-based Vodafone –strengthened is market leadership

in 3Q09 by adding 600,000 new additionsto reach 14.5 million connections in total(see table). Its growth was in starkcontrast to second-placed Zain Kenya,which continued to lose customers in thequarter and saw its connections basedrop 14 percent year-on-year (Zainattributed this churn to 'recurring clean-up exercises' in its customer base).Among the smaller operators, OrangeKenya and Essar Telecom's yu – both ofwhich launched in 2008 – are now takinga significant share of net additions butjointly account for less than 10 percent oftotal connections in the country.Launched in 2003, Safaricom's M-PESA

allows mobile-based person-to-personremittances, bill payment, airtime top-up,ATM withdrawal and mobile walletservices. According to World Bank data,only 10 percent of the Kenyan populationhave access to traditional banking services,compared to a mobile penetration rate of53 percent (in 3Q09). As a consequenceM-PESA is used as a primary means ofbanking by many Kenyans.Safaricom claims that M-PESA had just

under 8 million registered users in 3Q09,almost double the number a year earlier,while the number of agent locations hasgrown from 4,230 to 13,326 over the sameperiod. The value of person-to-persontransactions via M-PESA reachedKSH22.65 billion (US$302 million) inSeptember 2009, up from less thanKSH10 billion a year earlier. The servicehas also played a key role in drivingSafaricom's non-voice revenue, whichincreased by 93.6 percent to KSH7.20billion in the six months to 3Q09. Non-voice revenue now represents 18 percentof total revenue, driven by the combinedgrowth of both mobile broadbandservices and M-PESA. Safaricom is the

only operator to have rolled out 3G in thecountry to date, having switched on itsWCDMA and HSPA networks in 2008 (itsHSPA network at 7.2Mb/s is one of onlysix in Africa). Rival operators – many ofwhich have complained at the high cost ofacquiring 3G spectrum – are scheduled toswitch on their first commercial WCDMAnetworks later this year.M-PESA was launched by Vodafone's

Tanzania subsidiary,Vodacom, in July lastyear, and it is reportedly being consideredfor rollout by other Vodafone-affiliatedoperators in India (Vodafone Essar), Egypt(Vodafone Egypt) and South Africa(Vodacom SouthAfrica).Meanwhile, backin Kenya, the service has also recentlybeen extended to target the large marketfor international remittances dominatedby the likes of Western Union; inboundremittances account for 4.9 percent ofKenya's GDP, according to the WorldBank. Safaricom trialled a UK-to-Kenyainternational M-PESA service last yearand has plans to extend this soon to othercountries that regularly remit funds intoKenya, such as the UAE and the US."Given the improvements seen in

subscribers, revenue and churn at Safaricomsince the launch of the service, Kenya’s M-PESA deserves to be heralded as a mobilemoney success story in the developingworld; rivalled perhaps only by the GCashand SMART Money deployments in thePhilippines,” claims Will Croft, analyst atWireless Intelligence.“Usage of the servicecorresponds to 57 percent of Safaricom’scustomer base and - according to theCentalBank of Kenya - an estimated 21 percent ofthe entire population, including 40 percentof adults. Services such as airtime top-upover M-PESA are showing significanttraction in driving usage and revenues.”Moreover, Croft believes the effects of

the service within the broader mobile eco-system in Kenya are tangible; since thelaunch of the bill payment service on the

platform, some 75 companies are nowusing M-PESA to collect payments fromtheir customers, the largest of which is theelectricity company, KPLC, which hasroughly 20 percent of its 1 millioncustomers paying via the service. “M-PESA is a good case-study for operators –in both developed and developing nations– that need to offset declines in traditionalvoice revenue,”he adds.“It is also a goodexample of how to retain customers in theprepaid, cash-driven economies, whichare commonplace in Africa and elsewherein the developing world.”The success ofM-PESA – easily themost

popular mobile money service anywhere inthe world – has provided the template forrival services in Kenya and across Africa.Zain launched its rival service – known as'Zap' – in Kenya, Tanzania and Uganda inFebruary 2009, and at the end of last yearannounced it is to also rollout the service toNiger, Sierra Leone and Malawi. Zain saysthat 10million people have used the serviceto date, but does not break down thenumbers on a country basis.The addition ofthe extra three African markets means thatZap will be available to a total populationfootprint of 150 million.December 2009 also saw yu announce a

partnership with payments providerObopay and Nokia to launch yuCash,another M-PESA rival in Kenya. Based on

theObopay platform, yuCash is being rolledout early this year.OrangeKenya is expectedto announce details of its own service soon.Figures from the Central Bank of Kenya

published last month found that Safaricomand Zain jointly transferred KSH318.4billion through their respective mobilemoney transfer services in the year to June2008, which translates to around KSH1billion per day. This represented a 421percent growth over the KSH61.1 billiontransferred in the year earlier period.“Upcoming deployments to watch

include pan-African operator MTN,” saysWireless Intelligence’s Croft, noting thatthe operator last year announced a large-scale rollout acrossmultiplemarkets and isseeing early signs of success in Uganda.

Kenya's leading mobile operator Safaricom has seen its market sharesurpass 80 percent, according to the latest Wireless Intelligence data. Theoperator's strong performance is being driven by its pioneering M-PESAmobile money transfer service, which is reportedly now being used bymore than 20 percent of the Kenyan population. As Matt Ablott reports,this success has led rivals to look to emulate its mobile money model.


ABOUT SNAPSHOT

Snapshot is a free weekly mediaservice from the WirelessIntelligence team dedicated todelivering timely marketintelligence and analysis for theglobal mobile industry. Formore information [email protected] or visitwww.wirelessintelligence.com/Media.aspx

Safaricom Zain Orange KenyaYu (EssarTelecom)

Connections 14,515,000 2,191,000 772,000 610,000

Market Share 80.25% 12.11% 4.27% 3.37%

Growth QoQ 4.32% -9.39% 10.76% 52.50%

Growth YoY 21.40% -14.35% 210.94% --

Net Additions 601,000 -227,000 75,000 210,000

Share (Net Adds) 91.20% -34.45% 11.38% 31.87%

MMT Service M-PESA Zap TBC yucash

Launch 2003 2009 TBC 2009

Wallets 7,990,000 -- -- --

Bank Partners Bank of AfricaCitigroup Standard

CharteredTBC Equity Bank

Kenya Mobile Connections and MMT data (3Q09)

Source: Wireless Intelligence, company data


C&C Cloud meansbrighter horizonsfor carriersNEC’s unique Cloud solutions combine IT and network innovationto create opportunities, raise reliability and lower costs

The once-rapid rise in mobile traffic has slowed to a standstill. To growrevenues from telecom operations, carriers now need to continually upgradetheir networks by making large capital investments in uncertain times.

Cloud computing has become the solution of choice for leading carriersworldwide because it offers a quick, cost-effective way to increase revenues andovercome harsh conditions. Analysts agree that cloud computing offers one of themost exciting business opportunities since the advent of e-commerce.C&C Cloud is the latest avatar of NEC’s C&C philosophy of combining computers

and communications to deliver bottom line benefits.

A COMPELLING CASE FOR CARRIER CLOUDForward-looking carriers are now constructing cloud-based datacenters to drive theexpansion of new services and create new revenue streams. This strategy enablesthem to position themselves at the center of the next generation of Business IT andWeb 2.0 consumer lifestyles – at the sweet-spot of the Cloud value chain.Cloud computing is a proactive strategy that allows you to respond to changing

customer requirements, while transferring the cost and complexity to the Cloud. Withdynamically scalable and virtual resources provided over the Internet, Cloud userscan concentrate on their real business purpose – serving customers – not IT.

TRUST IS CAPITALCarriers have always stressed data integrity because secure management ofimportant assets such as customer data and financial information is an integralpart of their business. Operators have a well-earned track record for security andfinancial stability. Trust is one of their biggest advantages over the “Internet-based”Cloud competition.By building Cloud datacenters on the safe and secure networks you already

operate, you can maintain the trust and loyalty of your customers, while providingthe innovative services they demand.NEC’s C&C Cloud solutions are especially designed to help carriers exploit their

natural advantages in SLA-level service delivery, superior bandwidth and end-to-end security. NEC offers the most robust platforms for providing “Carrier Grade”services to consumers and enterprises alike. NEC customers are already benefitingfrom 99.999% service platform availability – well beyond today’s Web 2.0 Cloud.

CUT CAPEX AND OPEX WITH CARRIER CLOUDAs a leading manufacturer of energy-efficient servers and storage systems, NECoffers a complete set of Cloud solutions. Our portfolio includes IT platforms,Cloud Middleware, SaaS services, and a catalogue of applications all availablevia the Internet. Across the board, our C&C Cloud solutions provide thescalability, agility and affordability you need to meet the complex needs ofenterprise customers and create new value chains in our ever-challengingbusiness environment.Our SaaS solutions lower your capital and operating expenses by using the ‘Utility

model’. You pay only for what you use. This gives you a low-risk strategy for testingnew business ideas. It also gives you the flexibility to confront sudden surges indemand, unpredictable business cycles and complex financial environments.NEC’s new Cloud Suite for Carriers enables you to bring IT into the switch room

without the cost and disruption of building renovation. We’ve solved the power, heatand weight challenges so you can install your datacenter within the spacepreviously occupied by telecom switching equipment.

IMPRESSIVE PORTFOLIO IN C&C CLOUDTo provide cloud-oriented services for the full range of NEC customers, we offerthree distinct platforms.• The “enterprise cloud” model is ideal for systems integration within enterprises;• The “carrier cloud” model is optimized for carriers deploying NGN-related services;• The “social cloud” model provides infrastructure and support for public services.

End-to-end expertise• SaaS with Next Generations Support System• Managed Desktop Solutions utilizing unique NEC thin client technology• SaaS with 3rd party and platform management services• Platform as a Service (PaaS) that enables one-Carrier billing by letting SaaSapplications identify, authenticate and charge SaaS customers

• Communication as a Service (CaaS)• Datacenter IT Platform• Digital Signage that can be controlled and updated from the carriers cloud, and• Home Gateways that connect homes to the carrier’s cloud.

C&C CLOUD— USING OUR CORE STRENGTH TO GIVE YOU A BOOSTWe help our customers stay ahead by leveraging our core strength in IT andNetwork Innovation. Our new Programmable Flow technology, for example, isaware of the health of both the network and IT applications. It has the intelligenceto re-route and re-balance traffic, avoiding catastrophic Cloud failures due tonetwork or application level congestion.Without the right network, Cloud services will fail. NEC has sophisticated

technical capabilities in the advanced wireless broadband technologies destined todominate the next decade. Our expertise includes LTE, Femtocell and WiMAX.NEC has a well-earned reputation for completing large-scale projects for leading

telecom operators worldwide. Telefonica (one of the world's largest and mostinfluential telecom carriers) is just one of the industry leaders transforming theirbusiness with our SaaS solutions.


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FEATURE | SNAPSHOT: INDIAN 3G

Rural areas to driveIndian 3G growth


Consumers outside of the mainurban centres in India will quicklyaccount for the majority of 3G

connections following the rollout of thefirst private 3G networks later this year,according to new Wireless Intelligenceresearch. But the study warns that thehigh cost of acquiring spectrum androlling out the new networks into ruralareas means that return-on-investmentis not likely to happen until operatorshave tapped the mid-term marketpotential, which is estimated to take atleast three years.The Wireless Intelligence study -

Indian 3G Market Assessment -estimates that the total 3G market inIndia will reach 60 million connectionsby 2013, accounting for an estimated 7.5percent of total mobile connections bythis point. It predicts that leadingoperators such as Bharti Airtel,VodafoneEssar, Idea Cellular and RelianceCommunications will acquire spectrumin the eventual 3G auction – planned forlate-February 2010 as we went to press– and will commercially launch theirfirst high-speed networks towards theend of 2010.In the meantime, the early focus for

India 3G will be in the Metros (the largecities of Chennai, Delhi, Kolkata andMumbai), where the state-ownedoperators BSNL and MTNL have alreadybeen allocated spectrum ahead of theprivate auction and have been testing 3Gservices since the beginning of 2009.Both state-owned and private 3Gnetworks are expected to initially targetniche customer segments such asaffluent consumers and business users,which will concentrate activity in theurban areas in the short term.The Wireless Intelligence research

shows that the Metros accounted forover 50 percent of India 3G connectionsby the end of 2009, but will be quicklyoutpaced by demand in the other threeservice areas over the next four years. By2013, Wireless Intelligence predicts thatthe B Circles (mainly central and

northern India) will account for 38.2percent of 3G connections, while the ACircles (western and southern India) willaccount for 34 percent. The C Circles -currently the smallest but fastest-growing category - will also outstrip theMetros by 2013, accounting for 16percent of 3G connections.While 3G connections growth will

differ across the four service areas, themarket shares of the main operators isexpected to remain broadly in line withcurrent (2G) market share trends. Thestudy found that Bharti Airtel is likely tobe the largest player by 2013, with a 31percent share, closely followed byVodafone Essar with 24 percent. BSNL -the larger of the two state-ownedoperators - will benefit from its firstmover advantage to hold third positionwith a 14 percent share, while IdeaCellular and Reliance Group will befighting for fourth position at around 10percent. The larger operators areexpected to have higher market sharesin rural areas where there isless competition.

However, the study highlighted severalchallenges that may curb 3G connectionsgrowth outside of the urban areas. Thefirst concerns the problems faced by thenew 3G operators in delivering 3Gservices and devices at affordable pricepoints in a market that is 85 percentprepaid and where ARPU levels areamong the lowest in the world (currentlyaround US$5 per month). Fiercecompetition among India's many mobileoperators is also further eroding marginsin several service areas, and competitionis set to increase with the introduction ofMobile Number Portability, expected tocome into force early next year.To counter such pressures, Wireless

Intelligence predicts that the new 3Goperators may look to forge 3G networksharing agreements with each other tomake network expansion beyond the urbancentres commercially viable. It also forecaststhat, in the initial phase of development, thenew networks will be mainly used toimprove voice quality and reduce theexisting congestion in the country's 2G(GSM) networks. Meanwhile, 3G data

services are expected to remain a nicheservice in the short term, targeting specificmarket segments such as business users.“The new 3G operators will be

expected to bridge the digital divide andcontribute to India’s economic and socialgrowth,”notes Joss Gillet, senior analystat Wireless Intelligence and author of thereport. “However, market conditions aredifficult and operators will have toovercome the challenges presented by adominant and price-sensitive prepaidmarket in which growth is driven bydemand in unconnected rural areas.”Gillet believes this will be a challenge in

a country where 75 percent of thepopulation live on less than US$2 per day,with around 200 million inhabitants livingbelow the poverty line. Despite suchchallenging market conditions, operatorsstill say they expectARPU from 3G servicesto reach US$11 - compared to US$5 atpresent for existing voice services. Hence,to trigger the fast adoption of high-speednetwork services, Gillet believes operatorswill have to focus on two key factors:affordability and availability.“Even though mobile operators will

focus on entry-level WCDMA devices(below US $150), notably via partnershipswith Original Design Manufacturers(ODMs), we expect them to target thehigh-end consumer segments at launchto counter inevitable collapsing margins,”says Gillet. “Our research demonstratesthat 3G services will help bridge thedigital divide in India as the newnetworks move outside the urban areas.However, it will take time before 3G dataservices move from being a nichesegment to mass market adoption."

A recent study from WirelessIntelligence finds that India’s 3Gfocus will switch from Metros toCircles in 2010. Matt Ablott reports.

ABOUT SNAPSHOT


India 3GConnections Share by ServiceArea 2009 to 2013 (Forecasts)

2009 2010 2011 2012

A Circles B CirclesC Circles Metros

2013

0%

10%

20%

30%

40%

50%

60%

Source: Wireless Intelligence




LOCATION TECHNOLOGY | CAMBRIDGE SILICON RADIO

Freedom toDisconnect!Challenges and Opportunities in aConnected, Location-Aware World

Kanwar Chadha, CMO CSR, Founder, SiRF Technology

There are about 4 billion wirelessconnections worldwide. A broadrange of applications focused on

connecting people, content and servicesare now location aware: from searchengines to social networking, from safetyand security to messaging. Today, GoogleSearch, Bing Search, Facebook, Twitter,Google Maps, Bing Maps and Ovi Mapsare just a few examples of location-awareapplications. There are more than 1.5billion users connected to the internetaround the world, and more than 350million are social networking on Facebook.Location and maps are evolving far

beyond their original utility as navigationtools to now serve as platforms that addcontext to content. Most consumerdevices are now getting connected, andlocation technology is becoming anintegral part of these platforms. Indeed,everywhere you look , you will finddevices with GPS — from dedicated in-car navigation systems to PNDs, frommobile phones to mobile internet devices,and now from digital cameras to gamingmachines; and most of them haveconnectivity of one kind or another.As we are in the midst of exploiting the

full potential of Web 2.0, connectivity andlocation are not only going mainstream,but are also becoming key differentiatorsfor enriching the consumer experiencethrough a broad range of services.This new“Always Connected, Location

Aware” world offers great opportunitiesfor us as an industry to innovate andexpand our offerings to enhance the

consumer experience. It also presents anumber of challenges in order to meetconsumer expectations:• Location and connectivity work inunison in this new world. Location isnow an attribute in a variety ofapplications, not just navigation.Consumers are not only using thelocation for their own application butalso sharing location-aware contentand contributing to the locationecosystem. From geo-tagging videosto YouTube and points of interest tocrowd mapping, there is lot more real-time sharing of information in this newecosystem. We call it Location 2.0!

• We are starting to see the integrationof location, communication andcomputing capabilities in innovativeand open platform architectures.Combining augmented reality, 3Dvisualization and real-time content,new applications are creating a muchricher and more immersive userexperience. Some of the newnavigation systems and applicationsare clear examples of this trend.Multifunction system platforms withconnectivity and access to a broadrange of content and services arebecoming more necessary, with manyof these platforms requiringoptimization for regional needs.

• GPS and location have traditionallybeen linked to automotive navigation,which requires very high accuracy, butis primarily an outdoor application.However, applications such aspedestrian navigation, local search andsocial networking may not require thesame accuracy, but have a mixedindoor-outdoor usage profile requiringlocation technology to work in moreobstructed environments. For locationawareness to meet consumerexpectations across a broad range ofapplications, we need to providequality of service (QoS) appropriate for

the application anywhere, includingindoors. GPS or GNSS alone, evenwith multiple satellite systems, cannotaddress this challenge. We have tocombine satellite signals withmeasurements from multiple sensorssuch as accelerometers, compassesand gyros, and radio signals such ascellular and Wi-Fi, to provide the QoSthat users and services expect. Otherinfrastructure elements such asavailability of indoor and pedestrianmapping databases are also essential.

• An always-connected world requirescoexistence and seamless handoffsacross multiple connectivitytechnologies. Today, we have a varietyof short range and wider areaconnectivity technologies integratedinto the same device, from Bluetoothto Wi-Fi and NFC to 3G modem.Operating many radios simultaneouslyin a compact device without impactingeach other poses a significantchallenge. Consumers do not want tocompromise their wireless audio andmusic experience from their Bluetoothheadset just because the device issharing data using Wi-Fi or a 3Gmodem at the same time.

• Consumers have access to a variety ofconnected devices depending on theenvironment they are in: from mobilephones to mobile internet devices,from connected cars to connectedentertainment devices and fromconnected PCs to connectedTVs.Moreand more consumers expect aseamless user experience across themultiple screens and devices they use,a challenge that many in our industryare trying to address.

What are the key drivers behind thisnew world and ecosystem? There are anumber of push and pull forces at playhere — from consumers and enterpriseusers to infrastructure providers, mobile

device manufacturers, operators, contentand application developers, independentservice providers, government regulators— the list goes on. However, the future ofour ecosystem will be determined by thenext generation of users. New-generationconsumers are very comfortable in thismultitasking and data-sharingenvironment. Many wonder about therationale behind some of the new classesof services based on information sharing,including locations. However, we shouldall reconcile ourselves to the fact that ourgenerationmay never fully understand thesuccess potential of some of these services.This new world is, of course, not all a

garden of roses. Many of us have validconcerns about the impact on our lives fromprivacy issues, information overload,radiation impact of many radios and eventhe security and safety impact of technologygetting into the wrong hands. It all comesdown to choices we make. For example,younger generations of users seem lessworried about privacy issues, and they maynever have the same level of concerns aboutinformation sharing and informationoverload as we do, even when they getolder. According to Mark Zuckerberg, thefounder of Facebook, sharing is a new“social norm.” I agree with him that thenew generation is more comfortablesharing information more openly and withmore people. However, we as an industryneed to ensure that we protect customerprivacy and allow consumers to control theinformation they access and share. Ourinfrastructure has to be robust and secure sothat consumers are comfortable that theirprivacy and location information are notcompromised as they access services. GPStells themwhere they are and lets them“optin” to share that info with people or forservices they want. We should give them allthe tools to connect to this excitingecosystem of services in a secure manner,but let them have the “Freedom toDisconnect”whenever they want to!

2009 may, in retrospect, beconsidered the “Year of Location,”and the last decade could easilybe characterized as the “Decadeof Connectivity,” both in termsof physical infrastructure as wellas the content and servicesfocused on location awarenessand connectivity.


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OPTIMI | SELF-ORGANISING NETWORKSDr. Khalid Hamied, Chief Technology Officer, Optimi


Boosting UMTSCapacity with3G SONINVESTING FOR MOBILEBROADBANDExplosive growth in mobile broadbandrequires massive capacity expansions at atime when operators’ CAPEX and OPEXbudgets are limited and ARPU growth issaturated. In order to respond to therapidly growing demand with therequired Quality of Service, operatorsmust consider different alternativeswhich range from the mere addition ofnew carriers and sites to the deploymentof capacity upgrades of their currentinfrastructure, e.g., rolling out HSPA+. Inmany cases, the addition of integratedbackup service layers with other radioaccess technologies (e.g., Wi-Fi) is alsoan option in order to offload data traffic,especially in indoor hot-spots.All these capacity expansion paths are

valid, and operators’ strategies need torely on them to cope with growing datavolumes and demanding customerexpectations in terms of Quality ofExperience and Service Cost.Nonetheless, all of them involveoutstanding capital outlays, andtherefore it is worth reflecting onwhether the current infrastructure isbeing operated at its full performancepotential before considering networkexpansions. Practical experience showsthat the application of 3G Self-Organising Networks (SON)technologies in current UMTSinfrastructure can yield a capacity gain of50 per cent without carrying out any ofthe aforementioned expansions.Going back to basics, it is important to

remember that UMTS is a complexsystem in which coverage, capacity andquality are deeply coupled to each other.There are many optimisation levers thatcurrently remain untouched or, at bestcase, fine-tuned at network level, i.e.,with the same settings for all thedifferent cells. The bottom line is that,even though a UMTS network may be

delivering acceptable KPIs, most likelythere is still room for increasing itscapacity, just by carefully tuning thedifferent settings on a cell-by-cell basis.

3G SON AS KEY ENABLERA valid concern is whether it is feasible tofine-tune the network settings on a cell-by-cell basis in such a way that peakperformance and maximum ROI arealways ensured. The solution by whichthese results are achieved involves theapplication of the automated optimisationconcepts behind the SON paradigm,which are applicable in all radio accesstechnologies, even though standardisationefforts are focused on LTE.In order to obtain remarkable capacity

improvements, the network needs to bedeeply fine-tuned at different levels, andthe first task to carry out is a completereconfiguration of the RF design in termsof antenna settings and neighbourrelationships. In essence, the objective ofthis RF reshaping phase is to improve thephysical foundations of the system, whichfully condition the maximum capacitythat can be obtained.Although traditionalprediction-based solutions have proven tohave limited potential when yieldingtangible gains in the field, the applicationof 3G SON technologies for RFoptimisation based on OSS statisticsprovides remarkable improvements whenbenchmarked with OSS KPIs in live,operational networks. Real liveimplementations of this technology havebeen reported to provide capacity gains inthe range of 15 to 20 per cent.Once the RF design has been optimised,

it is time to leverage the obtainedstructural enhancements and push thenetwork’s operating point (see figure)towards the new performance boundaryby optimising the radio resourcemanagement (RRM) parameters on a cell-by-cell basis through 3G SON techniquesbased on OSS statistics. The self-

optimisation of a live, operational networkis conceived as an online, adaptive processthat runs continuously and autonomously,i.e., with no human intervention at all.With this scheme, inputs are gatheredfrom several sources (performancecounters, current parameters settings,alarms, call traces, etc.) and qualifieddecisions on how to modify the keyparameters settings are automaticallymade and implemented in order to adaptthose settings to the varyingenvironmental and traffic conditions,ensuring optimum performance.The SON intelligence resides in the

design of the optimisation routines,which emulate the way in which ahuman expert would reason when all therequired input information is available.By means of automation, such expertintelligence is made available to optimisethe entire network. This conveniencemakes it feasible to apply complex,adaptive optimisation algorithms to eachone of the cells, cross-correlating eachtime as many KPIs as needed (from oneor several cells). Applying this technologyin a live, operational network of a Tier-1operator using different infrastructurevendors, capacity gains of 30 to 40 percent have been measured in the field.

MEASURING THE ROIThe combined application of 3G SONwith these two different scopes(automated RF shaping and automatedRRM optimisation, both purely based onnetwork statistics) allows operation ofthe current infrastructure at its peakpotential performance. Both processespull different levers, and experience hasshown that their individual capacitygains are cumulative, leading to potentialcapacity gains of 50 per cent. Theseresults, of course, depend on the status ofthe baseline network in terms ofdeployment density and defaultparameters settings.As traffic grows, this capacity gain

materializes in substantial CAPEXreduction through a significantly reducednumber of additional carrier, site andRNC expansions. Additionally, by meansof self-optimisation, substantial OPEXsavings are achieved, since the need foradditional Iub capacity is reduced due toincreased trunking efficiency. In anetwork with 10.000 sites, the NetPresent Value of such capacity boost,calculated as the discounted cash flowover a time horizon of 10 years with adiscount rate of 20 per cent, is estimatedto be US$160 million.


GPFM

1238

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For more than 25 years, we’ve helped our customers bring devices to market that sell. As Audiovox, then UTStarcom, and now PCD, we’ve got the experience and the relationships all over the world to deliver devices you and your clients need. From fi eld testing to certifi cation to customs clearance and quality control, we are the one source to bring you the wireless world. To fi nd out more of what we do, visit us at pcdphones.com.


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Plaza España

Metro StationTaxi StationAirport ShuttleRestaurant Booking Service provided by

Avenida Rius I Taulet (between upper and lower village)

Taxi StationPrivate Shuttle BusesHotel Shuttle Buses

Zone 3, Zone 6

Hospitality Suites

Hall 1

Ground FloorExhibitionInformation PointCloakroomBar and RestaurantsToiletsLevel 1Hospitality Suites

Hall 2

Ground FloorExhibitionNetworking LoungeRegistrationInformation PointsCloakroomsBar and RestaurantsToiletsVAT Refund/Tax provided byAccommodation Services provided byMezzanineMeeting Rooms A,B,C & DLevel 1ExhibitionMedia Centre

Hall 3/Courtyard

First AidHospitality SuitesATM/Cash MachineBar and Restaurants

Hall 4

VIP Networking Lounge (Level 0)Business Centre (Level 9) provided byHospitality SuitesHourly Meeting Rooms (Level 9)Cloakroom (Level 0)Information Point (Level 2)Bar and RestaurantsToilets

Hall 5

Congress Restaurant 1 [Level 1]Congress Restaurant 2 [Level 1]Delegate Cloakroom [Level 0]GSMA Meeting Rooms 1, 2, 22 & 23 [Level 2]GSMA Meeting Rooms 31 & 32 [Level 3]Information Point [Level 1]Shuttle & Venue Booking provided by [Level 2]Speaker Lounge [Level 0]Speaker Testing Room [Level 0]Auditorium 11GOAL: Education for All (Tuesday) [Level 3]Broadening the Ecosystem through Mobile Broadband (Tuesday) [Level 3]GSMA Global Mobile Awards Ceremony (Tuesday) [Level 3]Mobile at the Heart of Business Strategy (Tuesday) [Level 3]Mobile Clouds on the Move - the Perfect Storm? (Wednesday) [Level 3]Mobile Entertainment & Lifestyle - The future of media on mobile(Wednesday) [Level 3]Mobile World Live Keynote featuring Google (Tuesday) [Level 3]Strategies for Growth - Mergers & Acquisitions (Wednesday) [Level 3]The World of Applications (Wednesday) [Level 3]Auditorium 2Completing the 2.0 Reality with Mobile (Tuesday) [Level 0]Mobile Applications - Innovation vs. Fragmentation (Monday) [Level 0]Networking Breaking Point! (Wednesday) [Level 0]Technology Evolution - True Mobile Broadband Ahead (Thursday) [Level 0]Room 3GSMA Press Conference (Monday, open to press only) [Level 2]mEducation - Liberating the Classroom (Wednesday) [Level 2]Mobile Security in an IP World (Tuesday) [Level 2]Moving towards a Sustainable Green Future (Wednesday) [Level 2]The New Devices Marketplace (Tuesday) [Level 2]Room 4Mobile Innovation Grand Prix Championship (Monday) [Level 2]Opportunities & Challenges for the Next Evolution of Femtocells(Tuesday) [Level 2]Strategies for Growth - Compelling Customer Service (Tuesday) [Level 2]Room 5Business Services Symposium (Monday) [Level 3]mHealth - Collaborating for Universal Care (Thursday) [Level 3]Spotlight on Latin America (Tuesday) [Level 3]Strategies for Growth - Network Outsourcing & Shared Services(Wednesday) [Level 3]Strategies for Growth - Segmentation & Pricing (Tuesday) [Level 3]Taking Enterprise Solutions toMarket (Wednesday) [Level 3]Room 6Embedded Mobile: Sowing the Seeds for Future Growth (Wednesday)[Level 3]Mobile Advertising - Shaking off the Shackles of Legacy Thinking(Thursday) [Level 3]Mobile Entertainment Money Makers (Tuesday) [Level 3]A Vision of 2020 (Wednesday) [Level 3]Mobile Money, Transfers, Transactions & Technology (Monday) [Level 3]

Hall 6

Hospitality Suites

ZONE 4

Hospitality SuiteVIP Pick Up & Drop Off Point

ZONE 5

Exhibition - Green Features

App Planet

Sponsored byApp Developer ConferencesFirst AidExhibitionHospitality SuitesCloakroomInformation PointBar and RestaurantsToiletsPrayer RoomMobile World Live TV StudioGSMA Initiatives Village- Embedded Mobile Zone- Mobile Innovation Zone- Mobile Innovation Speed Dating (Wednesday)- Mobile Money Pavilion- Green Power Pavilion- App Garage- GSMA Seminar Theatreo Mobile Codes (Monday & Tuesday)o Mobile Media Metrics (Monday & Tuesday)o Embedded Devices (Monday)o Mobile Money for the Unbanked Working Group (Tuesday)o Mobile Broadband (Wednesday)o Rich Communications Suite (Wednesday)o Spam & Malware (Thursday)o mHealth Collaborating for Universal Care (Thursday)

App LoungeDamm Bar

Hall 8

ExhibitionHospitality SuitesInformation PointMobile World Congress Gift ShopGSMA Sales OfficeGSMA PavilionBar and RestaurantsToilets

National Palace/MNAC

Leadership Summit and Government Mobile ForumCongress Party & Awards Celebration

TOILETS

CLOAKROOMS

POLICE STATION

LOST & FOUND

FIRST AID CENTRE

TAXI RANK

VIP PICK UP &DROP OFF POINT

INFORMATION POINTS

METRO

WIFI HOTSPOTS

CAFÉS & RESTAURANTS

TICKET MACHINETICKET MACHINE

GREEN FEATURE

RESTAURANT BOOKING SERVICE

SHUTTLE BUS EXHIBITOR SERVICE DESKSEX

ATM MACHINE

Opening Times

EXHIBITION OPENING TIMES

Monday 15 February ....................................................09:00 – 19:00Tuesday 16 February ......................................................09:00 – 19:00Wednesday 17 February ..............................................09:00 – 19:00Thursday 18 February ..................................................09:00 – 16:00

HOSPITALITY SUITE AREAS

Avenue (AV), Courtyard (CY), Hall 1.1 (1.1HS), Hall 3.1 (3.1HS),Hall 4 (4.0HS, 4.1HS, 4.2HS), Hall 6, Hall 7 (7HS),Hall 8, Zone 3 (Z3), Zone 4 (Z4), Zone 6 (Z6),Monday 15 February ....................................................07:30 – 22:00Tuesday 16 February ......................................................07:30 – 22:00Wednesday 17 February ................................................07:30 – 22:00Thursday 18 February ....................................................07:30 – 16:00

REGISTRATION OPENING TIMES

Saturday 13 February ....................................................09:00 – 18:00Sunday 14 February ......................................................09:00 – 20:00Monday 15 February ....................................................07:00 – 20:00Tuesday 16 February ......................................................07:30 – 19:00Wednesday 17 February ................................................07:30 – 19:00Thursday 18 February ....................................................07:30 – 16:00

All information correct as of February 3, 2010



PROGRAMME

Business Services Symposium

09:00 – 17:30 Room 5

Developed with:

A full day session looking in detail at:• Content billing capabilities for mobile app stores and third party billing relationships• Strategic business transformation toward cloud computing and service oriented architecture• New business models enabled by virtualisation• Making LTE pay and extending the value chain• The challenges and opportunities of backhaul on demand

Moderator:

Marie Murphy, TM ForumTony Poulos, TM ForumRob Rich, TM Forum

Speakers include:

Mobile Money – Transfers, Transactions & Technology

09:00 – 17:30 Room 6

This day-long session will examine the growth of mobile money services both in terms offinancial inclusion in emerging markets, but also through to the impact of technologyevolution in advanced geographies. It will gather together representatives of the ‘Two BillionClub’, the elite group of mobile operators whose potential market for mobile money servicesnumbers in excess of $2bn, to discuss their strategies and future plans. It will also shareinsights from those operators that have received funding from the Gates Foundation, as wellas examine the vital lessons learnt from mobile NFC payment trials and commercial launches.

Moderators:

Samee Zafar, Edgar DunnJonathan Dharmapalan, Ernst and YoungJean-Marie Letort, GreenwichRambert Namy, Sofrecom

Speakers include:

Mobile Applications - Innovation vs. Fragmentation

09:00 – 17:30 Auditorium 2

The success of Apple and their App Store seems to have taken the mobile industry unaware.As a consequence, we are seeing the rise of a variety of application marketplaces from mobileoperators, platform providers and handset manufacturers, amongst others, and fragmentationis becoming a significant issue.

This session will examine the impact of fragmentation and strategies to counter it. It will delveinto the latest innovations available to developers and how these impact the consumer, as wellas cover pertinent issues such as pricing and marketing, channels to market, deliverymechanisms and how to bring the application experience to the mass market.

Speakers include:

Mobile Innovation Grand Prix Final Competition

14:00 - 17:30 Room 4

Keynote:Dr. Hugh Bradlow, CTO, Telstra

Moderator:Rajeev Chand, Senior Equity Analyst, Rutberg & Managing Director, Rutberg Wireless

The search for the winner of the 2010 Mobile Innovation Grand Prix Cup is nearly over!

Join us for the final competition in this global search to find the most innovative company inthe mobile industry.

Our 10 Global Finalists will make their final pitch to a panel of industry expert judges in thistruly compelling session. The 10 companies competing for this prestigious title are:

• Altobridge - Asia Pacific Tournament Winner• Electro Power Systems - EMEA Tournament Winner• fring - Israel Tournament Winner• IDENT Technology AG - EMEA Tournament Winner• Sentry Wireless - Asia Pacific Tournament Winner• Siklu Wireless - Israel Tournament Winner• Ubidyne - Americas Tournament Winner• WellDoc - Americas Tournament Winner• Panoramic Power - Winner, Qualcomm Ventures' QPrize• DevelopIQ - Winner, RIM's BlackBerry Developer Challenge

With thanks to our Esteemed Judging Panel:

Wes Cole, Alcatel-Lucent VenturesGrégoire Dallegmagne, Belgacom GroupRina Shainski, Carmel VenturesMarcos Battisti, Intel CapitalSteve Glagow, OrangeNils Granath, Swisscom VenturesDr. Mike Short, Telefonica EuropePaolo Paganucci, Telecom Italia

Philip Bates, Analysys MasonTammy Preuss, AT&TPatrick Parodi, ExiconShane Lennon, GypsiiGhassan Abdo, Hewlett PackardRichard Webb, Infonetics ResearchAndrew Thomson, InfonovaNick Johnson, ip.accessEric Pradier, Motorola Home &Networks MobilityKen Tanoue, NEC

Dr. Andreas Iselt, Nokia Siemens NetworksScott Seaborn, OgilvyLucas Skoczkowski, RedkneeSteve Hong-Shen Wang, Taiwan MobileDeepak Gulati, Tata DocomoGabriela Sobral Gil, TelefonicaInternacional SABen McCahill, TellabsMichel Burger, VodafoneSteven Woodward, Woodward SystemsKhalid A. Al-Hajeri, Zain Kuwait

Rich Wong, Accel PartnersAl Synder, AePONASandip Mukerjee, Alcatel-LucentNauby Jacob, Bell CanadaMatt Golden, BlackBerry Partners FundVincent Hoogsteder, DistimoStefan Rust, ExiconChristos Georgiopoulos, IntelDavid Weiden, Kholsa VenturesMorgan Gillis, Limo Foundation

Gerard Grech, NokiaBob Borchers, Opus CapitalYves Tyrode, OrangeEric Duprat, PayPalMitch Oliver, QualcommTyler Lessard, RIMLarry Baziw, Rogers WirelessRuben Mellado, TelefonicaTodd Murphy, Verizon DeveloperCommunity, Verizon

Andy Yee Bin Chong, Axiata Group BerhadColin Swain, BarclaycardMarianne Pauwels, BelgacomStephen Rasmussen, CGAPSamee Zafar, Edgar DunnAletha Ling, FundamoIgnacio Mas, Gates FoundationRizza Maniego-Eala, GlobeNav Bains, GSMAQasif Shahid, MCB (Pakistan)Hannes Ametsreiter, Mobilkom AustriaTeppo Paavola, NokiaNorio Nakamura, NTT DOCOMO

Brigitte Bourgin, OrangeFrederick Eijkman, PEP IntermediusZahir Khoja, RoshanJojo Malolos, SMARTKoichi Tagawa, Sony Corp. & NFC ForumMatthew Talbot, Sybase 365Pablo Montesano, TelefónicaRoar Bjaerum, TelenorCenk Bayrakdar, TurkcellCenk Serdar, VodafoneGuido Mangiagalli, Visa EuropeKhalid Fellahi, Western UnionGeorge Held, Zain

Monday 15th February 2010

GSMA Seminar Theatre, App Planet,Hall 7, Stand 7SEM

Open to all Mobile World Congress attendees, GSMASeminars provide insight and developments on key GSMAand industry initiatives. Please join us:

09.00 - 10.30Mobile Codes - Barcode Advertising Ready forPrimetime?For brands and retailers, 2D codes provide a powerfulopportunity to engage consumers with promotions, offersand products by turning traditional media into a digital,interactive experience. This seminar will define theopportunities and next steps for 2D codes; the role GSMA isplaying to enable this; and how to get involved.

11.00 - 12.30Mobile Media MetricsA GSMA initiative launched in the UK in February 2010,enabling advertisers, agencies and media owners tomeasure market level audiences and browsing behavioursfor mobile internet.

13.00 - 17.00Capitalising on the Embedded Mobile and M2MOpportunityThis workshop provides a detailed overview of the marketand tangible, proven actions mobile operators and companiesfrom various vertical industry sectors, such as healthcare,automotive, consumer electronics, clean tech and security,can take to profitably capitalise on the opportunity

At the GSMA Pav ilion, Hall 8 Stand 8C118

If you are interested in attending any of these seminars,please join us at the GSMA Pavilion. Space is limited so willbe allocated on a first come, first served basis.

10.00 -12.00MBB Devices - Embedded, HSPA, HSPA+ to LTEThis seminar will discuss the global opportunity for all mannerand types of devices from embedded (the Internet of Things),to HSPA+ for faster access to data and ultimately to LTE andwhat the new form factor include. (Vendor participation only)

12.30 - 13.30Smart SIM (including a demonstration from 13.30-14.30 onthe upper level)

Learn More about the Industry through GSMA Seminars

DAY 1 Monday 15 February 2010

Conference Sessions

Mobile Innovation Platinum Sponsor:

Mobile Innovation Grand Prix Contributing Partners:

Agenda correct as of 01 February 2010

The official GSMA daily news service

100% FREE100% MOBILE100% ESSENTIALFor 100% market knowledge, register at:

www.mobilebusinessbriefing.com

MMB AD Dailies.qxd:Layout 2 2/2/10 20:58 Page 1MWC10 Daily DAY1.qxd:DAY1 6/2/10 10:41




MMB AD Dailies.qxd:Layout 2 2/2/10 20:58 Page 1MWC10 Daily DAY1.qxd:DAY1 6/2/10 10:41



FLOORPLANS | HALL 1

1J311J331J37

1H27

1G261G321G341G361G38

1H39 1H37 1H33

1G481H49

1F60

1F56

1G59

1F44

1G49 1G45

1F38

1G39 1G19 1G15

1F24 1F20 1F14 1F06

1G051G13

1J321J341J361J42

1J44

1J45

1J46

1PB11H21

1G311G551G63

1F62

1G69

1G67

1F70

1F68

1F67

1E68

1E69

1E67

1D70

1F61

1E66

1E641E60

1F59

1F57

1F55

1E58

1E56

1E52

1F53

1F511F47 1F43

1E44 1E38 1E32

1F331F39 1F25

1F07

1F01

1E02

1G03

1F02

1F04

1F17

1E01

1E511D66 1D64

1E61

1D58

1D56 1E47 1E43

1E37

1D34

1E31

1E19

1E05

1D06

1D07

1C14 1C06

1D19

1D33

1C341C441C50

1D45

1C58

1D591D67

1C62

1B64 1B56 1C31 1B22

1B18

1C17

1C13 1C09 1C05

1B081B121B14

1C01

1B011B131B191B31

1A40

1B39

1A46

1B491B511B551B591B63

1A62 1A56

1C67

1B70

1A70

1A59

1A551A51 1A45 1A27 1A23 1A19

1A11 1A07 1A03

1D01

1C43

1A15

1A50

1G61

1E04

1F05

1F71

1F73

1E65

GALLERY

COURTYARD

AVENUE

CLOAKROOMS

HALL 1 HALL 2.0 HALL 2.1 HALL 7

CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE

REFRESHMENTS REFRESHMENTS

ACCESS TO

ACCESS TO

INFORMATION POINT INFORMATION POINT INFORMATION POINT

AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS

1.1HS72

1.1HS70

1.1HS62

1.1HS57

1.1HS61

1.1HS65

1.1HS43 1.1HS39 1.1HS35 1.1HS21

1.1HS201.1HS241.1HS321.1HS36 1.1HS281.1HS401.1HS481.1HS52

VP02

VP03

1.1HS251.1HS471.1HS45 1.1HS49

GALLERY

COURTYARD

AVENUE

CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS


HALL 2.0 | FLOORPLANS


GALLERY

COURTYARD

AVENUE

GALLERY

COURTYARD

AVENUE

Ramp

2D01

2D02 2C04 2C02 2B01

2D04

2D06 2C05

2D08

2C09

2C13

2D14 2C15

2D20 2C19

2D23

2D15

2C06 2B05

2C12

2B09

2B13

2C202B17

2B06

2B12

2B16 2A15

2A05

2A06

2A10

2A14

2A16

2A17

2A24

2A26

2A28

2A252B26

2A27

2A35

2A37

2B38

2B33

2B27

2B252C26

2C28

2C372D40

2C312D28

2C252D26

2D29

2A47

2B472C46

2B532C54

2B57

2B612C62 2A612D62 2C63

2D54 2C53

2C47

2D49

2D51

2D59

2A70

2A66

2A62

2A58

2B70

2B72

2B68

2B76

2B80

2B82

2A83

2A73

2A67

2B69

2B73

2B75

2B77

2C672D66

2C71

2D74

2C75

2C81

2D82

2D77

2D73

2D65

2A78

2A82

2A86

2A90

2B902B892B872C88

2A92 2A93

2A97

2A100

2A101

2A118

2A1032A116

2A104

2A114

2A113

2A112

2A111 2A1102A126

2A1252B93

2A1242B98

2A122

2B97

2B96

2B922B1112B1122B1132B1142C92

2C93

2B1252C942B115

2B110

2B118

2B106

2B119

2B104

2B1232C96

2B1242C952C100

2C107 2C101

2C1022C1062C112

2C1032C1052C1142C115

2C982C108

2C110

2C111

2A120

2B102

2B103

2B122

2D88

2E66

2E60

2E462E472F48

2F692G70

2F49

2E59

2E41

2E40

2E38

2E34

2E30

2F28

2E33

2F32

2E35

2F272G28

2F29

2G32

2F33

2F37

2F412G38

2G692H722H712H702H69

2J63

2J60

2J59

2J52

2H47

2J54 2H53

2J562H57

2J58 2H59

2J642H61

2H64

2H60

2G53

2G51

2J67

2G392H42

2H40

2H38

2H36

2H34

2J462H41

2J42

2J40

2H33

2J49

2J31

2J27

2J25

2J21

2J15

2J11

2J09

2J07

2J01 2H04

2J04

2J12 2H13 2H11

2J18 2H19

2H18

2H12

2G08

2G01 2G02 2F01 2F02

2F07

2G12

2G16

2G18

2G22

2F13

2E21

2F18 2E17

2F14

2F12

2F08

2E07

2E18

2E14

2E12

2D33

2PB1

2B108

2B109

2C109

2J29

2G34

2G33

2B29 2B31 2A31

2B35

2J55

VisitorNetworking

Lounge

2A108

2C72

2D03

2J50

2C97

2B121

2A07

2B120

2J53

2J41

2J70

2J57

2J65

2H01

2G36

2J69

2EZ13

2EZ14

2EZ12 2EZ10

2EZ9

2EZ7

2EZ62EZ5

2EZ3

2EZ4

2EZ1

2J06

2H07

2H09

2B91

2B88

2G20

2A102

REGISTRATION

GALLERY

COURTYARD

AVENUE

CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS



RESTAURANT

CY16 CY15

CY18CY17

CY04 CY03

CY02CY01

CY12

CY11

CY10CY09

CY07

CY19

CY13

CY05CY06

CY08


FLOORPLANS | HALL 3.0 & HALL 3.1GALLERY

COURTYARD

AVENUE

CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS

3.1HS129

3.1HS125

3.1HS121

3.1HS115

3.1HS112

3.1HS114

3.1HS116

3.1HS138

3.1HS137

3.1HS147 3.1HS153 3.1HS155 3.1HS157 3.1HS161 3.1HS165 3.1HS171 3.1HS175

3.1HS181

3.1HS1763.1HS1743.1HS1703.1HS1663.1HS1623.1HS156

3.1HS101

3.1HS99

3.1HS97

3.1HS93

3.1HS91

3.1HS85

3.1HS83 3.1HS84

3.1HS86

3.1HS88

3.1HS90

3.1HS94

3.1HS96

3.1HS98

3.1HS100

3.1HS102

3.1HS70 3.1HS60 3.1HS56 3.1HS54 3.1HS52 3.1HS50 3.1HS48 3.1HS44 3.1HS40 3.1HS36 3.1HS30 3.1HS26 3.1HS24 3.1HS20 3.1HS16 3.1HS12 3.1HS10 3.1HS08 3.1HS04

3.1HS033.1HS053.1HS093.1HS133.1HS173.1HS253.1HS313.1HS333.1HS353.1HS373.1HS473.1HS493.1HS533.1HS553.1HS613.1HS633.1HS653.1HS713.1HS73

3.1HS57

3.1HS01

3.1HS133

3.1HS34 3.1HS32

3.1HS164

3.1HS68

3.1HS118

3.1HS123

GALLERY

COURTYARD

AVENUE

CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS



HALL 4 & HALL 6 | FLOORPLANS


CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS

GALLERY

COURTYARD

AVENUE

Cou

nter

Hourly Meeting Rooms

4.9MR7

4.9MR8

4.9MR3

4.9MR1

4.9MR4

4.9MR24.9

MR54.9MR6

4.1HS43

4.1HS37

4.1HS23

4.1HS01

4.1HS14

4.1HS02

4.0HS022

4.0HS025 4.0HS019

4.0HS0304.2HS11

4.2HS25

4.2HS12

4.2HS18

4.2HS36 4.2HS40

4.3HS01 4.3HS07 4.3HS13 4.3HS19

4.3HS124.3HS02 4.3HS10

4.3HS504.3HS30

4.4HS254.4HS31

4.4HS30

4.4HS14

4.4HS50

4.6HS01

4.6HS05

4.6HS07

4.6HS09

4.6HS13

4.6HS17 4.6HS21

4.6HS23

4.6HS25

4.6HS63

4.6HS61

4.6HS574.6HS274.6

HS22

4.6HS62

4.6HS12

4.6HS08

4.6HS30

4.6HS31 4.6HS53

4.6HS494.6HS35

4.6HS37

4.6HS39

4.6HS32

4.6HS06

4.6HS04

4.6HS34

4.6HS02

4.6HS36

4.6HS38

4.6HS46

4.6HS50

4.6HS48

4.7HS01 4.7HS03 4.7HS05 4.7HS09 4.7HS13 4.7HS15 4.7HS19

4.7HS27

4.7HS22

4.7HS20

4.7HS184.7HS144.7HS124.7HS104.7HS064.7HS04

4.7HS50 4.7HS48 4.7HS46 4.7HS44 4.7HS42 4.7HS38 4.7HS36

4.7HS32 4.7

HS29

4.7HS31

4.7HS33

4.7HS354.7HS394.7HS434.7HS47

4.7HS57

4.7HS59 4.7HS634.7HS60

4.7HS56

4.5HS44

4.5HS04

4.5HS02

4.5HS014.5HS114.5HS23

4.8HS484.8HS04

4.8HS444.8HS124.8HS16

4.8HS51

4.5HS14

4.7HS58

4.6HS11

GALLERY

COURTYARD

AVENUE

6E01

Z4.1


CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS


CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS


FLOORPLANS | APP PLANET & HALL 8

Mobile Money Pavilion

Green Power Pavilion

GSMAEmbedded

Zone

GSMA Mobile Innovation Zone

Z4.2

7C18

7D22

7D20

7C28

7C37

7C38

7D36

7E40

7E42 7E44 7E52

7D46

7E45 7E47

7D48

7D35

7D33 7D45 7D49

7C42 7C44

7E58 7E62

7D67

7C70

7E68

7D627D567D58 7D60

7E61 7E63

7D61

7C62

7C657C51

7B627B48

7C47

7B42

7C35

7C34

7B34

7B33

7B26

7B38

7B35

7A38

7A37 7A43 7A45 7A49 7A53 7A57 7A59 7A657A41

7B68

7A70

7B597B557A58

7B577A507A42

7B47

7A46 7A48

7B70

7C69

7D42 7D50

7E46

7B28

7F8 7F10

7HS26 7HS227HS28

7ADC1

7ADC2

7HS6

7HS18

7HS87HS20

7G1

Mobile World Live TV Studio

7EMZ

7GP1

7GP47GP6 7GP5

7GP37GP2

7MM1 7MM2

7MM6 7MM5

7MM3

7MM4

7EM3 7EM4

7EM27EM1

7EM5 7EM6

7EM7 7EM8

7B667B50 7B58

7APG

7SEM

7G107G6

7G14

7IZ9

7IZ10

7IZ1

7IZ19

7IZ20

7G2

7HS32

7HS10

7G22

7HS46 7HS56 7HS547HS627HS96

7HS407HS52

7H19

7G12

7G20

7G3

7IZ14

7IZ13

7IZ3

7IZ6

7IZ8

7IZ7 7IZ2

7IZ15

7IZ12

7IZ16

7IZ4

7IZ17

7IZ5

7IZ18

7IZ11

7IZ24

7IZ26

7IZ23 7IZ22

7IZ27

7IZ21

7IZ297IZ25 7IZ28

7HS58

7G16

GSMA Seminar Theatre

GSMAMobile

InnovationSpeedDating

MeetingRoom 1

MeetingRoom 2ADC Auditorium 1

ADC Auditorium 2

8B192

8B177

8B178

8A171

8A170

8A159 8A1478A139

8A125

8B130

8B1278B135

8C132

8C129

8B145

8A115

8A111

8B110

8B117

8C118

8B109

8C115

8B838B918B101

8A102

8B94

8A93

8A86 8A80

8A28

8B30

8A77

8B76

8C78

8B81

8B79

8A84

8C32

8C25

8C139

8B169

8C167

8A70 8A50

8A51

8B53

8C55

8C66

8B65

8C67

8C72

8B73

8B71

8B70

8A69

8B68

8A67

8C01 & 8C03

GALLERY

COURTYARD

AVENUE

CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS


Simulation Baseband Analysis

Signal Creation

UE Manufacturing

Signal Analysis

Network Installation and Maintenance

eNodeB Manufacturing

Industry’s most comprehensive line of LTE design and test products

www.agilent.com/fi nd/lte

Build your LTE knowledge with our library of FREE resources—authored by LTE expertswww.agilent.com/find/LTE-forwardAnd, order your copy of Agilent’s NEW LTE bookwww.agilent.com/find/LTEbook

Agilent gives you the right test equipment at the right time so your products and network meet the latest LTE standards and your project schedule.

“ The company’s LTE product range spans the entire technology life cycle, from early R&D through manufacturing to network deployment and service assurance.”(Frost and Sullivan, 2009)

Come and talk to our experts, Hall 8 Stand A77.Visit our stand on Tuesday from 5pm and enjoy a FREE LTE drink with us.

LTE2_PE_MWD.indd 1 12/1/10 09:57:38


4G4GWIRELESS

Simulation Baseband Analysis

Signal Creation

UE Manufacturing

Signal Analysis

Network Installation and Maintenance

eNodeB Manufacturing

Industry’s most comprehensive line of LTE design and test products4G4G4G

www.agilent.com/fi nd/lte

© Agilent Technologies, Inc. 2010

Build your LTE knowledge with our library of FREE resources—authored by LTE expertswww.agilent.com/find/LTE-forwardAnd, order your copy of Agilent’s NEW LTE bookwww.agilent.com/find/LTEbook

Agilent gives you the right test equipment at the right time so your products and network meet the latest LTE standards and your project schedule.

“ The company’s LTE product range spans the entire technology life cycle, from early R&D through manufacturing to network deployment and service assurance.”(Frost and Sullivan, 2009)

Come and talk to our experts, Hall 8 Stand A77.Visit our stand on Tuesday from 5pm and enjoy a FREE LTE drink with us.

LTE2_PE_MWD.indd 1 12/1/10 09:57:38


FLOORPLANS | ZONE 3, ZONE 4 & ZONE 5

Z4.1 Z4.2

Z3.4

Z3.16

Z3.2

Z5.1Z5.2




ZONE 6 & AVENUE | FLOORPLANS


Z6.1

Z6.2

Z6.6

AV44

AV01

AV02

AV03

AV03b

AV04

AV05

AV06

AV40

AV38

AV37

AV36

AV33

AV27

AV26

AV78

AV80

AV81

AV83

AV84

AV85

AV86

AV88

AV90

AV91

AV97

AV98

AV99

AV100

AV101

AV105

AV24

AV21

AV17

AV15

AV13

AV12

AV11

AV10

AV08

AV07

AV64

AV65

AV67

AV68

AV69

AV70

AV72

AV73

AV61

AV60

AV58

AV57

AV53

AV52

AV51

AV103

AV19

AV30

AV31

AV89

AV22

AV23

AV16

AV82

AV09

CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS

GALLERY

COURTYARD

AVENUE

CLOAKROOMS


CLOAKROOMS

CLOAKROOMS

HALL 8

REFRESHMENTS

INFORMATION POINT

REFRESHMENTS

MEZZANINE


ACCESS TO

ACCESS TO


AVENUE

REFRESHMENTS

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS

HALL 1.1

HALL 6

REFRESHMENTS

REFRESHMENTS

ACCESS TO

TOILETS

HALL 3.1

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 3.0

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

HALL 4

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

ACCESS TOMEZZANINE

ACCESS TO

ZONE 6

TOILETS

CLOAKROOMS




EXHIBITOR LISTING

HALL 1.0

4M Wireless 1F57 4Real Group International Pty Ltd 1E61A J Power Ltd 1E61Accanto Systems 1J37 Accuver EMEA Ltd. 1A07 Adobe Systems Incorporated 1D45AIRCOM International 1B14Airweb SAS 1G32 Aito Technologies Oy 1F62 Amdocs jNetX 1J45 Amphenol Jaybeam 1D58 Anam Mobile 1F17 Anite Telecoms Ltd 1H21 Anritsu 1B31 Antenova Ltd 1D64 APTX 1E61Arantech 1F17 ArcSoft Inc 1G39 Argela 1C13 Aricent 1F38ARM 1C01arvato Margento Solutions GmbH & Co. 1B13 Ascom Network Testing Inc 1C05Ascot International Srl 1A19 Astellia 1B12 Automation Engineering Incorporated 1J32 Avanquest Software (BVRP) 1B59 avinotec GmbH 1B13 Axesstel Inc 1B64 Beone CNR Co. Ltd 1F07 Bercut 1A51 Bitwave Semiconductor 1C50 Bluegiga Technologies Oy 1F62 Blueslice Networks 1E38BND Co. Ltd 1F07 Booz & Company 1F51 Bridgewater Systems 1F47 Business Logic Systems Ltd 1E56Callidus Software 1H27 Cambridge Silicon Radio Ltd 1E51Capricode 1E19CBOSS 1D06 Celtro Ltd 1G15 Ceragon Networks 1D01CEVA, Inc. 1G45 Cibenix 1F17 CM 1C67 Colibria 1H49 Comarch 1F20 CommProve Ltd 1H39 COMNEON GmbH 1B22 Company 100, Inc. 1F05 COMPRION GmbH 1G38 Comptel Corporation 1C06 ComputaMaps 1C17 Comviva 1E02Contela, Inc 1F07 Continuous Computing 1F04Covered-iT.com 1F17 Creativity Software 1F53 Crucialtec Co. Ltd 1F07 Cybercom Group 1E19Cypress Semiconductor 1F53DataViz Inc 1H37 Deutsche Welle 1B13 Dial2Do 1F17 DigitalAria Co. Ltd 1F07 Digital Reach Group 1F17 Digital Receiver Technology, Inc. 1F56 DigitalGlobe 1A50 DIGITALK Ltd 1E64Dolby Laboratories Inc. 1C43 E-Blink 1F55 Emirates Data Clearing House 1E52Enterprise Ireland 1F17Entre Marketing Ltd 1A40 & 1E19 & 1F01 & 1F62European Communication Engineering 1E19EVISTEL 1A11 ExB Communication Systems GmbH 1B13 Eye Spy FX 1E61ezetop Ltd 1B49 Fachhochschule Dortmund 1B13 Femto Forum 1G19Fixed and Mobile Pte Ltd 1F06 Fjord 1E19Foxda Technology (H.K.) Co. Ltd. 1G61 Funambol, Inc. 1J46 Future Product Design 1G67 Futuremark Oy 1E19Globitel 1A59 GR Telecom Co. Ltd 1F07 GSInstruments Co. Ltd 1F07 GT Telecom Co. Ltd 1F07 HRS - Hotel Reservation Service 1B13 hSenid Mobile 1F06 HTC Europe Co Ltd 1D34iBasis 1E32IBM 1C31IBYS Technologies S.A. 1G36 i-ConX 1F17 IKT Norge 1C44 & 1E44Imagination Technologies 1E05IMImobile 1B63Incard 1A27

Infineon Technologies AG 1B22 InfoGin 1G55 InnoPath Software 1F39 InterDigital 1D07 Intune Networks 1E61Invigo 1E67i-Pop Networks Pte Ltd 1F06 iTraffic Ltd 1F17 ITS Group 1F60 Ixia1C62 Jinny Software Ltd 1G49 Jivo Ltd 1F17 Kabira Technologies, Inc. 1F33 Keynote SIGOS GmbH 1F70 KeyPoint Technologies (UK) Ltd 1D66 Kineto Wireless UK, Ltd. 1A45 KOTRA (Korea Trade-Investment Promotion Agency) 1F07 Lamhroe 1E61Logicplant Co. Ltd 1F07 LogMeIn, Inc 1G31 MACH 1D67 MATERNA Information & Communications 1G05 Mavenir Systems 1A55 mBlox 1F43 MCTEL 1G13 MediaTek Inc. 1C58MFORMATION Technologies 1A56Microsoft Corporation 1D19 MindMatics AG 1B13 Mi-Pay Ltd 1E58Mixem Solutions Ltd. 1E19Mobilethink 1F68 Mobixell Networks 1A23 Movius Interactive Corporation 1F24 Mozat Pte Ltd 1F06 MPDevice Co. Ltd 1F07 Muvee Technologies Pte Ltd 1F06 Myriad Group AG 1B55Navigon AG 1A46 NAVTEQ 1D59 Neusoft Mobile Solutions 1E19NewNet Communication Technologies 1G03Nexus Telecom AG 1J36 NI Mobile Excellence 1E61Nokia, Qt Development Frameworks 1E44Novero GmbH 1B13 Nowcasting International t/a askmoby.com 1F17 NRW.International 1B13 Nujira Ltd 1E60Nvidia Ltd 1C34 NXP Software/LifeVibes 1A15 OBIGO 1E04Openwave 1E61 Opera 1C44 Opticom GmbH 1B39 P3 communications 1B70 PacketVideo 1C09picoChip 1D56 PIXIP.NET GmbH 1E69PowerMe Mobile 1G69 Project People Ltd / 3G Projects Ltd 1J44 Psiloc 1E31RAD Data Communications 1D01 RADCOM 1D01 Radware 1D01 RADWIN 1D01 Redknee 1E37RedMere 1F17 RESI Informatica S.p.A. 1J33 Revector Ltd 1E65Roam Over IP Pte Ltd 1F06 Rohde & Schwarz 1D33 SafeLinQ International BV 1G63 Sandvine Incorporated 1J42 Scottish Development International Trade and Investment 1E66Sentry Wireless 1F17 setcom wireless products Ltd 1B08 Sevenval GmbH 1B13 Shell-Line Co. Ltd 1F07 Silent Communication 1F02 Singapore Manufacturers' Federation 1F06 Smiths Interconnect Wireless Technologies 1D70 Speechstorm 1E61Spirent Communications 1C14 Squire Technologies 1E68Starhome GmbH 1E32Stirk Lamont 1E61Symbian Foundation 1J34Syniverse Technologies Inc 1E01Tango Telecom 1F17 Tecnotree Convergence Limited 1B01 Tekelec 1F44 Tektronix Communications 1B56TeleCommunication Systems Inc 1A03 TELENITY 1B51 Tencube Pte Ltd 1F06 The Mobile Advertising Exchange Pte Ltd 1F06 TheNOWFactory 1F17 Tieto Corporation 1F25TriQuint Semiconductor 1A62 u-blox 1H33 Ulticom 1G48 Utiba Pte Ltd 1F06 Valimo Wireless Oy 1E19Visa 1B19 Voiceserve Ltd 1F61

Volantis Systems 1E43Volubill 1B18WeDo Technologies 1J31 Xceed Technologies, Inc. 1G34 Xilinx 1E47XPAL Power Inc 1G59 Zapa Technology 1F17

HALL 1.1

AIRCOM International 1.1HS70ARM 1.1HS57 Ascom Network Testing Inc 1.1HS35 Bytemobile 1.1HS65 Enterprise Ireland 1.1HS32 & 1.1HS62 Hitachi, Ltd. 1.1HS25 & 1.1HS21 Informa Telecoms & Media (Informa UK Ltd) 1.1HS40 Intellect (UK hospitality area) 1.1HS43 Maxim Integrated Products 1.1HS52 Meucci Solutions 1.1HS45 NewBay Software 1.1HS32Symbian Foundation 1.1HS28 & 1.1HS39 & 1.1HS72 TATA Communications (Canada) ULC 1.1HS48 Tektronix Communications 1.1HS36 UK Pavilion 1.1HS43 & 1.1HS40 Vantrix Corporation 1.1HS47 Verisign 1.1HS20 & 1.1HS24

HALL 2

2 Gareni Industrie 2B118 2J s.r.o. 2C101 2N TELEKOMUNIKACE 2D66 3GSP 2H33 3GVision 2C72 3Roam 2F49 6WIND S.A 2J67 7 Layers 2A27 8motions 2E59A3&O 2C109 Abaxia 2F28 & 2G32ABBYY 2B25 ABIT Corporation 2C110 ABPHONE (opensugar) 2E59ACAPELA GROUP 2E59Ace Antenna Corp. 2B31 Ace Technologies Corp. 2B29 ACME Tele Power Ltd 2E07Acome 2F49 Adactus 2H09 Adax 2D51 ADC 2B61 ADECEF 2A90 Adelya 2E60Advantech Europe GmbH 2G38 Aepona 2F08Aerotel Medical Systems 2C72 Airwide Solutions 2B38Aitia International 2EZ5 Aktavara AB 2F13 Alcosystems 2F13 Alepo 2B88 Allot Communications 2C72 & 2B76 Allround 2C06 Alterwave 2H33 Alvarion 2C25 AM3D 2A05ANADIGICS 2C19Andrew Solutions. A CommScope Company 2C47 Anevia 2A125 Anthil 2F49 Antica 2G20 Anydata Corporation 2C102 Apis Technical Training AB 2F13 Apliman Technologies 2B97 Aplix Corporation 2A120 Appello 2F13 Aquafadas 2E59Argus Technologies (Europe) Ltd 2C71 Arkamys 2G51 Aspiro/Rubberduck Media Lab 2A67 AT4 wireless 2E12Atheros Communications 2B53 AtlasCT - Atlas Cartographic Technologies Ltd 2C72 AtomiZ 2F49 AVENIR TELECOM 2H47 Avertim 2H33 Avvasi 2A97 & 2A108AWEX Barcelona 2H33 Awex Brussels 2H33 Awox 2E59AWT 2H33 Axell Wireles Ltd 2B26 Azetti Networks 2J25 AzureWave Technologies, Inc 2C09 B.A.S.E. Technologies 2H33 Ballard Power Systems 2J58 BandRich Inc 2A66 Bardenheuer GmbH 2F37 beeweeb spa 2C97 Beijing Skyway Technologies 2F01 Belair Networks 2D04 Berlin-Brandenburg c/o Berlin Partner GmbH 2H04 BeTomorrow 2E59beyo GmbH 2B25 BHE Bonn Hungary Electronics Ltd. 2C06 BIG5MEDIA 2F49

Bipper Communication AS 2A67 Birdstep 2B77 Bivio Networks, Inc. 2B113 BluePosition 2A05BLIP Systems 2A05Bluestreak 2J55Boomering Communication Ltd 2C72 Boost Communications 2H07 Bordeaux Chamber of Commerce and Industry 2E59BORDEAUX GAMES 2F49 Boxxin 2F49 BRETAGNE INTERNATIONAL 2F29 Brodit AB 2B123 Belgium-Belgica 2H33 Bsquare 2B122 Business Anywhere 2E59BYD Company Limited 2D06 C&D Technologies (UK) Ltd 2H40 Cablerie D'Eupen 2H33 Cadex 2C100 Cambridge Broadband Networks 2A113 Cassis International 2F49 Castlabs GmbH 2H64 Cavitid Inc. 2A97 & 2A108Cavium Networks 2C05CE+T 2H33 Ceedo Technologies 2C72 Celcite 2C108CellGuide Ltd. 2C72 CELLMAPS (Powered By American Roamer) 2C93 Celltick 2C15 Cellular Italia Spa 2E21CelPlan Technologies 2B70 Centile 2F49 Cerillion Technologies Ltd 2D65 Certgate GmbH 2C112 CETECOM 2A83 Chips&Media,Inc. 2F12 City of Nuernberg in the Metropolitan Region Nuremberg 2F33 C-motech 2F32 Codasystem 2E60Coelmo S.r.l. 2C111 Coiler Corporation 2A26 Comba Telecom 2B57 Commsquare 2H33 Communology GmbH 2B68 Computaris 2C94 Comsys Mobile 2B73 Comsys Telecom & Media BV 2C04 Consistel Pte Ltd 2J27 Consotel 2F49 CostWORX Limited 2EZ13 Creova 2G51 Critical Path 2D20 CTDI 2B104 Dane-Elec 2G51 Danish IT Industry Association 2A05Dantelo 2A05Dasur Pattern Recognition 2C72 Datatronics, S.A. 2A86 Defne 2H42 Deltanode Solutions AB 2H38 Derdack GmbH 2D26 Derouck Geomatics 2H33 Desay A&V Science and Technology Co., Ltd 2A103 Dev-Help 2F49 Device Anywhere 2A17 DGT Sp 2B102 Dhatim 2F49 Dialogic Corporation (Corporate Headquarters) 2C54 dicas 2H64 Digitrad Communications Inc. 2F49 Dilithium Networks 2B27 DIOTEK Co. Ltd 2B25 Ditech Networks 2C62 DiVx 2D23 Dmailer S.A. 2F49 Doro 2G16DragonWave Inc 2A118 DSPV Ltd 2C72 DxO Labs 2J31 eLeader Smartphone Solutions 2A16 Electronics Line 3000 Ltd 2C72 Emoze 2G08 Enet Times technology CO.,LTD 2A110 ENQIO 2H33 Enterprise Europe Network 2H33 Envivio Inc 2H12 ESKADENIA Software 2A62 ETI 2G01 ETSI 2E47Euro Communication Equipments s.a.s 2G18 EuroTech Communication Ltd. 2B111 Eurotek Italia S.r.l. 2B12 EXFO 2A97 & 2A108Exicom Tele - Systems Limited 2D88 Exir Telecom 2F02 Expway 2A67 EXTELIA 2G51 FACTSware 2A78 Faeria.Studio 2E59Fibrolan 2C72 Fixmo Inc 2A97 & 2A108 FLANDERS INVESTMENT & TRADE 2H33 Flash Networks 2B75 Flexexports 2A97 & 2A108

COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND


EXHIBITOR LISTING


FlexiTon 2C06 Focus Infocom GmbH 2C115 Forsk 2H18 France 24 2E33Fraunhofer First 2E41Fraunhofer FIT 2E41Fraunhofer HHI 2E41Fraunhofer IIS 2E41 Fraunhofer Institute for Integrated Circuits IIS 2E41Fraunhofer SIT 2E41Fraunhofer-Gesellschaft 2E41French Pavilion 2E60 & 2F49 & 2G51 & 2H47 & 2E59 Frog2Frog 2F13 fSona Networks 2A06 FTS 2B92 Fujisoft incorporated 2H72 FuturLink 2D40 Galateia 2H33 Gallery IP Telephony 2C72 GEKA TELECOM 2F49 Gemfor s.r.o. 2A114 GENBAND Inc 2B90 Genesis 2F49 GENETEL 2E60GEOIMAGE 2E60GestureTek, Inc. 2A97 & 2A108Gintel 2A67 Giraudi International SAM 2E59Gizmosupport 2B103 GlassHouse Mobile - Small Business Segment Market Intelligence 2EZ6 GLOBAL ENGINEERING TELECOM 2E60Global High Tech Asia 2J21 Global IP Solutions (GIPS) 2A14 Global Media Bank AB 2F13 GN Netcom - Jabra 2E30GoldSpot Media 2H69 GSMK CryptoPhone 2C96 Haiku 2E60Hame Technology Co. Ltd 2EZ14 Haploid 2F49 Harmonic Inc. 2F29 Harris Stratex Networks 2F27 Hobim Bilgi iSlem Hizmetleri A.S. 2E34HSL (Hay Systems Ltd) 2D26 HUBER+SUHNER 2B13 i.Tech 2J06 IBELEM 2F49 IBM Israel Ltd - Global Technology Unit (GTU) 2C72 IF Europe 2E59IFEN GmbH 2F33 Iklax Media 2E59IKT Norge 2A67 & 2B77 & 2A25 IMAGINOVE 2E60IMEC 2H33 implementa gmbh 2H34 Infobip 2B01 Infopole Cluster TIC 2H33 Innovation Norway 2A67 INSERTO 2F49 Insight SIP 2F49 Integrat 2A112 Interphase 2C05 INTERSEC 2E59Intivation 2B106 INTRACOM IT Services Middle East & Africa 2J64 INTRACOM TELECOM 2C46 IntSig Information Co 2C95 Invest In Bavaria 2F33 Invest in France Agency 2E59IP Access Ltd 2D62 Ipercast 2F49 Ipix 2EZ4 I-Point Media Ltd 2C72 IRIS Telecom 2B87 ISKRATEL 2B115 ITM Einkaufs GmbH 2J50 ITT Monaco 2H61 ITware Ltd. 2C06 Ixi Mobile 2C72 Jabil Circuit 2H59 JABLOCOM 2G69 Jamo Solutions 2H33 JPL NASA 2C92 Juni America 2B72 Kaben Wireless Silicon Inc. 2A97 & 2A108Kapsys 2F49 KATHREIN-Werke KG 2B16 Kerlink 2F49 KMW INC. 2E35KNOCK TELECOM S.A. 2C31 Kontron 2A28 Kvaleberg 2A25 Kyocera Corporation 2E66LD Mobile 2F49 Legos 2F49 Lift 2F49 LILLYBELLE 2F49 LIN.K nv 2H33 LitePoint Corporation 2J11 Lleida.net 2E40LNK 2H33 Longcheer Telecommunication 2H13 Mailvision 2C72 Manifone 2F49 Marben Products 2H71 Marlink 2H33

Marseille Euromediterranee 2F49 MAXCOMM 2G34 Maype Servicios Logisticos 2EZ7 mBricks 2A67 MCE Systems 2C72 MCS - Mixe Communication Solution BV 2J65 MDER-PACA 2F49 MeCanto 2C72 Media Mobility France 2G51 Mentum 2G70 MEP Imaging Technologies 2C72 Metratech 2J63mimoOn GmbH 2B17 Mindspeed Technologies 2J40 MIPI Alliance 2H41 Miyowa 2J49Mob4hire Inc. 2A97 & 2A108MOBELL TECHNOLOGY PTE. LTD. 2A07 Mobenga 2F13 Mobi-App Ltd 2C72 MOBIBASE 2J07 Mobiclip 2E33Mobidia, Inc. 2A97 & 2A108Mobilaris AB 2F13 Mobile Arts 2F13 Mobile Distillery 2F49 Mobile Sorcery with MoSync AB 2F13 Mobiletech 2A67 Mobiltron Europe 2F49 MobiLuck 2F49 MobiMESH Srl 2J52 MobiNear 2A67 MOBYT 2E59Mondial Telecom - Becherry.be 2H33 Monty Holding 2H60 Moovade 2H33 MoreMagic Solutions 2B93 Movenda 2B06 Mpathix 2A97mr Handsfree (TE-Group) 2EZ1 myFc AB 2F13 Nanjing Wanlida Technology Co., Ltd 2D02 Nanoradio AB 2D03 Napatech 2G28 Nash Technologies 2F33 NCP Engineering GmbH 2F33 Nemotek Technologie 2B112 Neomades 2E59Neptuno - NAAP 2B125 NET CHECK GmbH 2F37 Net4Sun 2B118 NetComm Ltd 2B119 NetHawk Group 2C105 Netsize 2G51 Netvizio 2F49 Network Mining 2H33 Neustar, Inc. 2D49New Media Plus - Vodemotion 2G51 Newfield Wireless 2A93 Newport Media 2F07 Newtec Cy. 2H33 Nexence 2F49 Nomadesk 2H33 Nomor Research 2F33 NTX Research 2E60O3SIS AG 2D15 Octasic Inc. 2A97 & 2A108One Smart Star 2C72 OnMobile Global Ltd 2C67 Oonair 2F14 Opal Manufacturing Ltd. 2A97 & 2A108Open-Plug 2D73 Option 2J54 Optiway Ltd 2C72 OriginGPS Ltd 2C72 Orkio Belgium 2J41 OSS Nokalva 2J70 P21 2B82 Paca Mobile Center 2F49 Panorama Antennas Ltd 2B98 Paxton 2F49 PCTEL 2D14 Pelikon an MFLEX Company 2C02 Penbase 2E59People Logic 2A97 & 2A108Percello Ltd. 2J42 Performance Technologies 2G39 PIWorks 2B89 PLANET NETWORK INTERNATIONAL 2F49 PLEEX 2E59PlusFourSix 2F13 Pôle Images et Reseaux 2F49 Polystar 2E18Pontis 2D28 Portugal Telecom Inovação, SA 2C88 PRAXEDO 2F49 Prim'Vision 2F49 Prisma Engineering 2J53 Promptu 2B80 Prosilient Technologies AB 2F13 Protei 2C107 Provence Promotion 2F49 PureInbox Inc 2A97 & 2A108Qosmos 2A70 Qosmotec Software Solutions GmbH 2H70 QOWISIO 2E59

QuesCom 2F49 RadioComp ApS 2A05Radio Frequency Systems 2C53 Rambus Inc 2J59 Rapid Mobile Media Ltd 2J29 RCS Rampal Cellular Stockmarket 2C72 RealVNC Ltd 2J69 Redline Communication 2A82 Rennes Atalante Science Park 2F49 Rennes Metropole 2F49 REVE Systems 2A111 ReVerb Networks 2B120 RF Morecom Korea 2B124 RF Window Co Ltd 2A31 Romancell Technology Co., Ltd. 2G36 Runcom Technologies 2C72 Rx Networks 2A97 & 2A108Saft Batteries 2E59Sagarmatha 2C72 Saguna Networks Ltd 2C72 Sanjole 2J46 Santok 2D08 SAP 2D82 SCS Cluster 2F49 SDMO Industries 2E17SELECOM 2E59Sequans Communications 2A116ServersCheck 2H33 SETELIA 2F49 Shenzhen Konka Telecommunications Technology Co. Ltd. 2F69 Shyam Telecom 2B47 SIAE MICROELETTRONICA 2D54 Sigmatix 2C114 Signalion GmbH 2J15 & 2J18 Silicon Image 2B108 & 2B109SIM TECHNOLOGY GROUP LTD 2H19 SIRADEL 2G51 Sisteer 2E60SITQ Systems GmbH 2F37 Skiller 2C72 SkyFiber 2J56 Smartcom 2F49 Smith Micro Software, Inc. 2A61 SOFIALYS 2E59Sofrecom 2B69 Solid Technologies Inc 2B35 Sonus Networks 2C13 & 2F49Sophia Antipolis/Team Cote d'Azur 2F49 SourceIT Ltd & You-Roam.com 2C72 Sowephone 2F49 SOX 2J57 SPB Software 2B05 Spinner GmbH 2C81 SpinVox 2D33 SPIRIT Technologies 2H11 SPMT 2B110 SS Systems LLC 2EZ10 Stantum 2B114 STM 2H36 Streamezzo 2C37 Streamwide 2E59Sud de France Export 2E59Sweden at Mobile World Congress 2F13 Sweden Mobile Association [SMA] 2F13 SwissQual AG 2A37 Sybase 365 2A15 Symena 2C103 Synapse Mobile Networks 2F13 Synchronica Plc 2A35 Synchroteam 2F49 Tagattitude 2F49 TalkPool 2F13 TAT - The Astonishing Tribe 2F18 TATA ELXSI LTD 2C106 TBP Electronics 2H33 Tech21 Sensor GmbH 2H64 TechInsights 2H01 Teko Telecom S.p.A. 2A10 Telcobridges Inc. 2A97 & 2A108Telcordia 2A73 TeleBilling A/S 2A05TelecomCity 2F13 Telegent Systems Inc 2A24Telepin Software Corp. 2A97 & 2A108Telogic 2A05TELELOGOS 2F49 TeleMessage 2C72 Telena 2B121 Teleplan Globe AS 2A67 Teligent Telecom 2F13 Tellabs 2A47 Telmar Network Technology 2B96 TexoMobile / MobPartner 2F49 The Institution 2F13 The Israel Export and International Cooperation Institute 2C72 & 2C75 The Telecom Industry Association of Lebanon 2G53 Tiki'labs 2F49 Toledo 2H33 TOPEX 2A58Trade Wings 2A124 Tragamovil 2J12 Trango Systems, Inc. 2A126 Transmode Systems AB 2F13 TRUSTED LOGIC 2G51 Ubidata 2H33

Ubidyne 2C98 UK Pavilion 2C71 & 2D77Umeox Mobile Limited 2E14Upstream 2C20 UTEL 2G51 V4x 2E59Vasco Data Security 2H33 VIACCESS 2B69 Visicom Company 2D29 Vision Objects 2F49 Vmware International 2H53 VNL 2B33 Voice On the Go Inc 2D59 Voice One 2H33 VOIPFUTURE 2J60 Vopium A/S 2A05Voxbone 2E38Vtion Technology (China) Company Ltd. 2A101 VTT Technical Research Centre of Finland 2G12 Wandy-SaaS (CTWare) 2C72 Watchdata 2F49 WaveIP 2C72 Wavesat 2A97Webwag 2E59w-HA 2B69 Widmee 2E59Wifi Networks Pvt Ltd 2EZ9 Wiley 2A100 Wind River 2F48WIT Software S.A. 2C63 Wizbill Ltd 2C72 Woodward Systems 2A97 & 2A108WorldSim 2B91 YuHua TelTech (Shanghai) Co., Ltd 2A92zBoost by Wi-Ex 2J04 Zinwave Limited 2B09

HALL 2.1

0Infinito 2.1C79 Accedian Networks 2.1C50 Anvaya Networks Pvt Ltd 2.1A58 BridgeWave Communications 2.1C26 ERCOM 2.1A30 Kaspersky Lab 2.1C45 Movidius 2.1C61NeoConsult A/S 2.1C56 Opencode Systems 2.1B51 Proton 2.1D56 RYMSA 2.1B37 Tekno Telecom 2.1A24 Ubiquisys 2.1A56

Hall 3.0 Courtyard

Abertis Telecom CY19 Accenture CY15 ACCESS CO., LTD. CY10 Acer Europe S.A CY06 Almira Labs CY19 Aricent CY07Barcelona Digital Technology Center CY02 Brightstar CY01 ACC1Ó Government of Catalonia CY02 CompeGPS Team CY02 CPM Telecom CY11 Cystelcom Sistemas CY19 DIRECCIÓN GENERAL DE TELECOMUNICACIONES Y TECNOLOGÍAS DE LA INFORMACIÓN CY19 ELSE Ltd. CY10 Emirates Telecommunications - Etisalat CY16 EUROSTAR MEDIAGROUP S.L. CY11 fonYou Telecom, S.L. CY11 Genaker (eSI Mobile Solutions) CY19 Golden Gekko Spain, SL CY02 Grupo GOWEX CY11 IBM CY17 InOut TV (Indoor Outdoor Entertainment S.A.) CY02 INVEST IN SPAIN CY19 KINETICAL BUSINESS, SL CY02 Lechill Mobile CY02 Marvell CY18 Mier Comunicaciones, S.A. CY11 MINISTERIO DE INDUSTRIA, TURISMO Y COMERCIO CY19 Oonair CY02 Orange - France Telecom Group CY03 RED.ES CY19 Research In Motion CY04 Secretaría de Estado CY11 & CY19 SECRETARÍA DE ESTADO DE TELECOMUNICACIONES YPARA LA SOCIEDAD DE LA INFORMACIÓN CY19 Simfonics CY11 SITMOBILE CY02 SME CY19 Telenor ASA CY08 Ubiqua CY19 Unkasoft Advergaming CY19 VEXIA ECONAV (CRAMBO S.A.) CY11 Vodafone Group Services CY12 Zed Worldwide, S.A. CY11 Zhilabs CY11 ZTE Corporation CY13




EXHIBITOR LISTING

Hall 3.1 Gallery

Aepona 3.1HS16Aptina 3.1HS181 ArrayComm 3.1HS31 AuthenTec 3.1HS20 Axel Technologies 3.1HS157Bluestreak 3.1HS47 Canada Pavilion 3.1HS93 & 3.1HS12& 3.1HS68 Canonical Ltd 3.1HS10 Cavium Networks 3.1HS129 Celcite 3.1HS73 Ceragon Networks 3.1HS164 Cloudmark 3.1HS133 Cognovo 3.1HS03 Communology GmbH 3.1HS112 Compuware Ltd 3.1HS44 Continuous Computing 3.1HS05 DiBcom 3.1HS90 & 3.1HS94 Digital Route 3.1HS04 Evolving Systems, Inc 3.1HS98 Fraunhofer IIS 3.1HS91Gameloft 3.1HS174 & 3.1HS176 GENBAND Inc 3.1HS24 Interphase 3.1HS129 Lexar Media 3.1HS170 & 3.1HS175 MACH 3.1HS84 MediaTek Inc. 3.1HS161 Metratech 3.1HS70 Mindspeed Technologies 3.1HS56 MIPS 3.1HS162 Miyowa 3.1HS147 Movidius 3.1HS30 MyungMin 3.1HS65 NewNet Communication Technologies 3.1HS121 NGMN Ltd 3.1HS125 Redknee 3.1HS166 & 3.1HS171 Renesas Technology 3.1HS17 & 3.1HS13 & 3.1HS25Ruckus Wireless 3.1HS01 Safenet 3.1HS53 Sequans Communications 3.1HS55 Siano 3.1HS48 Sigmatix 3.1HS102Silicon Hive B.V. 3.1HS115 Silicon Image 3.1HS99 Stantum 3.1HS114 Streamezzo 3.1HS60 Sybase iAnywhere 3.1HS101 Synaptics 3.1HS08 Telegent Systems Inc 3.1HS61 & 3.1HS63 TeliaSonera AB 3.1HS33 & 3.1HS35

& 3.1HS36 & 3.1HS37 Tessera 3.1HS116Tieto Corporation 3.1HS153 & 3.1HS156 Transverse 3.1HS40 TruePosition 3.1HS32 TynTec Ltd 3.1HS86 & 3.1HS88 Ubiquisys 3.1HS50 & 3.1HS52 & 3.1HS54UK Pavilion 3.1HS03 & 3.1HS100

& 3.1HS85 & 3.1HS86 & 3.1HS88Velocent 3.1HS83 Vesta Corporation 3.1HS96 VirtualLogix 3.1HS71 Vidiator 3.1HS26Wavesat 3.1HS12Wimax 3.1HS34 Wintegra 3.1HS100 YuHua TelTech (Shanghai) Co., Ltd 3.1HS57

Hall 4

3G Americas 4.7HS50 Aeroflex 4.6HS48 Altair Semiconductor 4.6HS21 Amalfi Semiconductors 4.7HS04 Aplix Corporation 4.7HS19 Anydata Corporation 4.6HS11Atos Origin 4.3HS10 Audience 4.7HS31 Blue Wonder Communications GmbH 4.7HS14 Broadcom Corporation 4.1HS02 BroadSoft Inc 4.6HS23 Cambridge Broadband Networks 4.3HS30Camiant 4.6HS62Camiant 4.7HS44Cavium Networks 4.7HS38 Clearwire 4.1HS43 comScore, Inc. 4.6HS02 Cypress Semiconductor 4.8HS48 Dialog Semiconductor 4.8HS16 Discretix Technologies Ltd 4.7HS22 DiVx 4.7HS48 Doro 4.6HS63 Ecrio Inc 4.2HS36 Elektrobit 4.6HS34 & 4.6HS36 F5 Networks 4.8HS04GCT Semiconductor 4.5HS02 Google 4.4HS50Google 4.7HS59 Gracenote 4.3HS19 Harris Stratex Networks 4.2HS18 HipLogic 4.6HS08 IKIVO AB 4.6HS37 & 4.6HS46 IMImobile 4.7HS27 Infineon Technologies AG 4.3HS01

& 4.3HS013 & 4.3HS07Infineon Technologies AG 4.4HS25

INQ 4.6HS12 & 4.6HS22 Intel Corporation 4.1HS23 Intrinsyc Software, Inc 4.7HS01 Israel Mobile Association 4.1HS14 & 4.1HS01 Jabil Circuit Ltd 4.7HS03 & 4.7HS57 LensVector 4.2HS40 Lime Microsystems Limited 4.7HS18 Mentor Graphics 4.6HS01 MFORMATION Technologies 4.4HS31 Monotype Imaging 4.7HS36 Mtekvision Co Ltd 4.5HS01 Nanoradio AB 4.7HS60 NDS 4.4HS14 Neomobile Spa 4.6HS57 Networks In Motion (NIM) 4.6HS39 Nortel Networks Inc 4.5HS04Nortel Networks Inc 4.6HS09Novarra 4.6HS49 Novatel Wireless, Inc 4.6HS32NXP Semiconductors 4.7HS46 & 4.7HS42

& 4.7HS58 OmniVision Technologies Inc 4.6HS35

& 4.6HS31 OMTP Ltd 4.8HS51 Option 4.5HS23 Orange - France Telecom Group 4.7HS56 RadiSys 4.2HS11 RealNetworks Inc 4.0HS19 & 4.0HS25 Red Bend Software 4.3HS50 Renesas Technology 4.5HS11 ROUTE 66 G.I.S. B.V. 4.8HS44 Samsung Semiconductor Europe GmbH 4.0HS022 Samsung Techwin Co., Ltd. 4.5HS14

& 4.5HS44 Scalado AB 4.6HS27 & 4.6HS61 Servo Software 4.7HS29 Shazam Entertainment Limited 4.2HS12 Sierra Wireless 4.3HS02 SkyCross, Inc. 4.6HS05 Sonus Networks 4.2HS25 SRS Labs, Inc. 4.7HS10 SunCore Corporation 4.4HS30 Sybase 365 4.6HS38 TAT - The Astonishing Tribe 4.7HS20 Toshiba Information Systems - Mobile Communications Division 4.6HS53 UMTS Forum 4.6HS06 Ventraq 4.7HS47 Verint International 4.7HS32 Virage Logic 4.6HS25 VisualOn Inc. 4.7HS06 Volubill 4.6HS30Wind River 4.7HS09 & 4.7HS13Wireless Intelligence 4.7HS33 Wolfson Microelectronics 4.6HS50

Hall 6

Ericsson 6E01

App Planet

Absolu Telecom 7C62 ACCINDO 7A53Admob 7B59 Agence France Presse 7B57 Alcatel-Lucent 7D61Altobridge 7IZ18 Ameresco Solar 7GP1 App Garage 7APG Beabloo 7IZ24 Berlitz Publishing/ Langenscheidt Publishing Group 7B70 Bioaccez Controls 7IZ27 BluePosition 7E80Bosch Sensortec 7HS52 BuzzCity 7E42Colour Code Technologies Co. 7E45CommuniGate Systems 7E40CooTek 7IZ11 Cyberclick Mobile 7IZ25 CyberPlat OJSC 7MM5 DeCarta 7E62 DevelopIQ 7IZ8 Digimarc Corporation 7A59 Digital Legends 7IZ26 DIOTEK Co. Ltd 7B70 eGain 7D58 Electro Power Systems 7IZ19 Eltek Valere 7GP3 Endomondo 7E63Enough Software 7A37 Exmart 7A48 eyeOS 7IZ2 F5 Networks 7B55 FancyFon 7E61Fastpay 7IZ28 fring 7IZ21 Fundamo 7MM3 & 7HS10 Genera Mobile 7C51 GENERAL MOBILE 7B28 GeoMe 7IZ23 GFK Retail and Technology 7E58Globo Technologies 7B58 Green Hills Software Ltd 7EM1 GSMA Embedded Mobile Pavilion 7EZ1 & 7EZ14 GSMA Embedded Mobile Zone 7EMZ GSMA Green Power Pavilion 7GP1 & 7GP6 GSMA mHealth Pavilion 7EZ1 & 7EZ14

GSMA Mobile Innovation Zone 7IZ1 & 7IZ28 GSMA Mobile Money Pavilion 7MM1 & 7MM6 GyPSii 7B68 Handmark 7E47 & 7HS46 HP International 7C18 IDENT Technology AG 7HS18, 7IZ20 Immersion 7B62 INNOVA 7B50 Inquso 7IZ7 Intel GmbH 7A49 & 7HS20 internetq 7B42 Jasper Wireless 7EM2 & 7HS26 & 7HS56 Kingston Technology Europe Limited 7HS8 Lexar Media 7A50Miraveo 7IZ29 Mireo d.d. 7D45 mobil data IT&Kommunikationslösungen GmbH 7D60 Mobile Engine 7D22 mobileFX 7B66 MobileKing GmbH 7F10 MobiTV, Inc 7HS96 Mojiva/mOcean Mobile 7B34 Mozido 7MM6 Mxdata 7E52MyScreen Mobile 7E46Ndrive - Navigation Systems, SA. 7C70 Net Mobile 7D33 Netbiscuits GmbH 7A65 NetQin Mobile Inc 7A57 NetScout Systems, Inc 7C47 Nextivity 7HS54 NTT Solmare Corporation 7C44 Omnifone 7C69 One Italia 7F8 ooVoo 7D48 & 7HS36 Palringo 7G12 Panpwr 7IZ9 PathFinder 7HS42 paythru 7IZ13 Perfecto Mobile 7A58 & 7IZ3 PNY 7HS6 Pomeranian Science and Technology Park 7B33 PowerOasis Ltd 7GP4 PrimoMobile 7D50 Qporama 7IZ1 Qualcomm Incorporated 7C37 Quintus Technologies LLC 7D50 Raviteq 7IZ6 Research In Motion 7B26 Rotana Audiovisual Co 7D67 SEAMLESS 7MM4 Sennheiser Communications A/S 7D56 Sentry Wireless 7IZ17Service2Media BV 7A43 SHAPE Services 7A46 Shenyang Goldenpack Technic Development Co., Ltd 7D46 Siklu 7IZ10 Skype 7D49 Smaato Inc. 7C38 Solaiemes 7IZ12 Spin3 7C34 & 7HS22 Telecom Asia, Wireless Asia and Telecoms Europe 7G22 TeleSemana 7H19 TeleSoftas 7G16 Telmap 7C42 Tensilica, Inc. 7C35 theChanner 7IZ22 Toei Animation Co., Ltd. 7C28 Ubidyne 7IZ16 UK Pavilion 7HS56Wave Global Services UK Limited 7A42 WellDoc Inc 7IZ15 WildKnowledge 7G1 Yospace 7D20 Zephyr Corporation 7GP5

Hall 8

Acision 8A86 & 8A93 Actix Ltd 8C66 Agilent Technologies 8A77 Alcatel-Lucent 8A147 & 8C25Amdocs 8B101 Cellebrite Mobile Synchronization 8B71 Comverse 8B83 Convergys 8B70EMPORIA Telecom Productions 8A139 Ericsson 8A171eServGlobal 8A69 Garmin-Asus 8B127 Gemalto S.A. 8A102 Giesecke & Devrient 8B65Golla 8A50 GSMA Pavilion 8C118 Huawei Technologies Co., Ltd. 8A159Inside Contactless 8B94 Intec 8A67 LHS 8A171 Limo Foundation 8B135 Motorola Ltd 8A28 & 8A51 NEC Corporation 8A125 & 8C32 Nokia Siemens Networks 8C01 & 8C03 NTT DoCoMo, Inc 8B117 Oberthur Technologies 8B68Optimi 8B81 Orga Systems GmbH 8B130 Panasonic Mobile Communications Co., Ltd. 8B135

Powermat Ltd 8C129 Powerwave Technologies 8B109 Qualcomm Incorporated 8B30 & 8B53Research In Motion 8B178 & 8B192Sagem Orga GmbH 8B76 SAGEM Wireless 8B94Sagemcom 8B73 Samsung Electronics Co., Ltd. 8B169 & 8B177 SanDisk Corporation 8B91 Sicap AG 8C67 SK Telecom 8C115Skyworks Solutions Inc. 8C132 Sony Ericsson Mobile Communications AB Int. AB 8A171 ST - Ericsson 8B110 Starent Networks is now a part of Cisco 8A70 Sun Microsystems Inc 8C55 SVOX 8B79 Symsoft AB 8C72 Tecore Networks 8C78 Teleca 8B79 Telefonica. S.A. 8A115 Texas Instruments 8A84 Toshiba Information Systems - Mobile Communications Division 8A111ZTE Corporation 8B145

ZONE 3

ParkerVision Z3.2 Qtel Z3.4 T-Mobile Z3.16

ZONE 4

HTC Europe Co Ltd Z4.1 ST - Ericsson Z4.2

ZONE 5

KNOCK TELECOM S.A. Z5.1 Ericsson Z5.2

ZONE 6

Huawei TechnologiesCo., Ltd. Z6.1 & Z6.2 & Z6.6

Avenue

Acme Packet AV80 AFD Technologies AV03 Airvana AV91 Airwide Solutions AV88ALCATEL Mobile Phones AV06 & AV22

& AV23 & AV24 & AV27 ANADIGICS AV89Aricent AV67 Arqiva AV83 Atos Origin AV99Belgacom International Carrier Services AV37 BlueRun Ventures AV90 Booz & Company AV105Cisco AV51 Convergys AV57 Dialog Semiconductor AV98Entre Marketing Ltd AV31 & AV38 & AV60 Ericsson AV07Flexenclosure AV05 Freescale Semiconductor AV17 F-Secure Corporation AV38 Giesecke & Devrient AV103 & AV72 Good Technology AV101 Icera Inc AV65INQ AV04IPWireless AV40 Juniper Networks AV70 LSI AV64 modu AV13 Myriad Group AG AV86 Nagravision - Kudelski Group AV33 Neustar, Inc. AV78 Novatel Wireless, Inc AV52Oberthur Technologies AV53 Openet AV84 Openwave AV97Oracle AV44 PacketVideo AV30 Pantech AV16 Parrot SA AV81 RFMD AV58 Sagem Orga GmbH AV69 SAGEM Wireless AV61 Seven Networks International AV31 Sierra Wireless AV36 SK Telecom AV09 SmartTrust AB AV103 SurfKitchen AV19 Symbio AV60 TeleAtlas AV82 Toshiba Information Systems - Mobile Communications Division AV68 TriQuint Semiconductor AV85 UK Hospitality area AV19UK Pavilion AV26 Velti AV03b Western Union Company AV73Wipro Technologies AV21



“You have arrivedat your destination”- Then what?Have you ever typed “map” into Google Image Search?

Search for shopping centre maps, for example, and again you get 93,000,000results. Illustrated, colourful, branded maps of shopping locations all over theworld. The same with museums, airports, and theme parks.

Seeing this endless stream of maps, one cannot help wonder why do I stillhave just grey rectangles between the streets in the current digital mappingsolutions available? In addition to being more colourful than the grey areas, these local maps are also

created and maintained by the people who know them best - the business ownersof the venue in question. They know what’s relevant, what most people are lookingfor, how people should move around and what’s interesting today.We at Whatamap think that this information should be available to everybody in a

similar way as street maps already are - always with you via my mobile handset.Based on our experience working together with shopping centres and tourist

attractions, even consumers have begun to notice the absence of relevant localinformation in existing mapping solutions. Driving from home to destination is onething, but usually that is the easy part - the real demand for maps and services isduring the week you spend in a ski resort, for example.However, usually when consumer demand grows, also their expectations grow

and local maps are no exception. A generic, annually updated brochure or directorylisting is not that interesting anymore; instead, a mobile, branded shopping centreguide complete with all the retailers correctly listed, the current events up to dateand the special offers valid today is very interesting for the consumer. Of course, delivering all this information in a mobile form to the consumer also

opens an array of new opportunities ranging from customer service to mobileadvertising and from loyalty programs to getting customer feedback. Indeed, thefact that it is possible to deliver all this exactly at the moment the customer hasstepped inside a shopping center with his mobile handset in left hand and wallet inright hand, is a rather intriguing thought.Since Whatamap started studying the market and building technology in 2007, we

have been working to make this equation work both to the business owner and tothe consumer. This implies that we must be able to efficiently create and maintainmobile indoor maps, and that we must make the mobile consumer experience asfluent and easy as possible.We identified early on that this was a problem that required a systematic

approach. The Whatamap technology platform, complete with online tools forcontent creation and wide mobile platform support for end user interfaces, is asolution that provides customers with full control of local map creation that iscustomizable, cost efficient and scalable. From a global perspective, the challenge of rolling out indoor maps at scale

remains. However, this presents a business opportunity through the ongoingconsumer demand for indoor maps on mobile devices and this is very muchproportionate to the smartphone adoption rate that is showing no signs of slowing.

Whatamap.com Ltd is a Finnish software company specializing in mobile indoor maps ...Founded in 2007, the company provides industry leading solutions in its field... This year,Whatamap provides the mobile guide of the Mobile World Congress to all exhibition visitors.

At the time of writing, it returned 761,000,000 results. Browsingthrough the results displays countless world maps and city maps,venue maps, campus maps, illustrated maps, thematic maps, publictransport maps, maps and maps and maps.


ADVERTORIAL



FEATURE | Q3 REVIEW

Europe approaches1B connections

By Will Croft, Analyst, Wireless Intelligencewww.wirelessintelligence.com

WESTERN EUROPEIn Q3 2009, Western European cellularconnections reached 515 million, adding5.31 million connections quarter-on-quarter. Year-on-year, Western Europegrew connections by 3.19% in Q3 2009,down from the yearly growth rate of7.59% in Q3 2008. Penetration ratesreached 129%, reflecting a very high-level of market maturity. Growth in thecontract market continued to be strongerthan prepay, whilst the WCDMA familyof technologies enjoyed a successfulquarter and accounted for 31.6% of totalmobile connections in Western Europeby the end of the third quarter 2009. In Western Europe, ten operators

reported a negative decline in netadditions for Q3 2009 (down from 13 lastquarter), although, once again, Italy wasthe worst affected, dropping 982,000connections between TIM (709,000) andVodafone (273,000). Deutsche Telekomand TeliaSonera’s string of losses in

Eastern Europe also extended to T-MobileAustria, which lost 15,000 connections,and for TeliaSonera, in its home market ofDenmark, where net connectionsdeclined by 31,000 connections.In Italy, Vodafone chalked its losses

down to ‘economic weakness impactingusage growth’, causing organic servicerevenues to fall by 1.4% quarter-on-quarter. Only its fixed-line business grewin terms of service revenues, albeit by 0.4%,though on the mobile side, strong growthin data usage - 24% sequentially - did helpto offset the fall. Data revenue was £243million for the six month period to end-September, third-placed out of Vodafone’score operations, behind only Germany(£470 million) and the UK (£282 million).The quarter’s results were also affected by a0.7% decline in service revenue growth asa result of regulatory effects, which thecompany cited were inclusive of the impactof roaming regulation and a reduction inmobile termination rates. Positive growth

in fixed-line and data was, however,enough to seat the Italian operations withthe only positive percentage change for thesix-month half-year period out of all coremarkets and the ‘rest of Europe’ segment interms of service revenue, EBITDA andoperating profit. In terms of net additions, the UK,

Germany, Spain and Norway postedsignificant improvements over Q2, fillingfirst to fourth place respectively in theregion. Previous first-placed Francedropped to fifth in this quarter’s rankingas the number of customers added on amarket basis halved to 413,000. FranceTelecom, like most Western Europeanoperators, remained under pressure toturn around its voice-centric businessmodels to address a rapidly changingand competitive market.UK operators achieved the largest

improvement on an absolute andpercentage basis (adding 1.2 million netadditions compared with last quarter’s29,000), having recovered from thecustomer losses at Orange, T-Mobile and

Vodafone in Q1 and Q2 2009. Q3marked the best performance for ailingT-Mobile UK in the last 18 months. Interms of higher-earning contractconnections, O2 continued to prove itselfas a clear winner in a fierce market,adding 312,400 new connections in thecontract space, yet the operator is stilllosing prepaid connections along withVodafone, although losses have declinedsignificantly to just 20,200 in Q3.As a whole, Telefónica Group enjoyed a

solid quarter in Europe, reaching 43.5million customers in its four core markets,of which 72.4% are now contract-basedconnections. Fixed-line services(telephony, Internet and data) grewmarginally faster than mobile,highlighting the group’s increasingreliance on its bundled packages,particularly in Germany where it aims tocompete with Deutsche Telekom’sentrenched position via its recentacquisition of Hansenet. Overall revenuesgrew 5.5% sequentially and 5.9% year-on-year to €3,484 million for the quarter. Data

Western and Eastern Europe accounted for 12% and 11%, respectively,of total global mobile connections in the third quarter of 2009, butthey have very different market traits. In this extract from WirelessIntelligence’s latest Quarterly World Review, analyst Will Croftconsiders the major developments in both regions during the period.

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Q3 REVIEW | FEATURE ARPU continued to perform well in theUK and Ireland, at €9.6 and €11.6respectively, while Germany (€4.6) andCzech Republic (€4.9) still run a marginbehind. The percentage of non-SMS trafficover non-voice revenues continues toaccelerate and now accounts for anaverage of 37.2% over the four operations.As was the case with their peers, mobiletermination rate cuts affected the grouprevenue growth by 1.6% in Germany, UKand the Czech Republic. Notable network launches in Western

Europe in the second half of the yearincluded eight HSPA+ networkdeployments in Finland, Greece, Italy,Portugal, Spain and Switzerland.Additionally – in a world-first –TeliaSonera deployed the first LTEnetworks in the capital cities of Norwayand Sweden at the end of 2009. Thenetworks, with infrastructure supplied byHuawei and Ericsson respectively, bothoperate in the 2.6 GHz band and offeraccess via a non-backwards-compatibleSamsung LTE dongle. The vendor hopesto offer a WCDMA/HSPA/LTE unit in thenear future and TeliaSonera hascommitted to rolling out to 25 cities inSweden by the end of 2010 at a cost ofSEK 500 million (US$70 million) and fouradditional cities in Denmark as they awaitfurther licensing.

EASTERN EUROPEIn Q3 2009, Eastern European cellularconnections reached 471 million,growing by 9.91% year-on-year(compared to 15.23% in the year earlierperiod). The region had a penetrationlevel of 117% and was 80% prepay.Contract connections, however, recordedthe highest sequential growth of 3.64% inQ3 2009, compared to 1.94% for prepayconnections. In terms of technologymigration, 92.3% of total connections inEastern Europe were GSM and 6.33%were WCDMA. This WCDMA figure isup from just 3% a year ago, of which 12%are HSPA connections and 28 networksnow run at 7.2 Mb/s or faster and sevenare HSPA+ enabled. Poland and Romaniaare at the forefront of 3G deployment in

Eastern Europe. Meanwhile, CDMAtechnologies represented less than 1%(0.73%) of total connections.Reflecting the ever-increasing plateau of

saturation in Eastern Europe, 18 operatorsreported negative or static net additions inQ3 2009, representing a loss of 580,000connections. Eight of these operators areplaced in the top ten markets in EasternEurope, which now represent 88% of allconnections in the region. DeutscheTelekom Group was worst affected, losingnearly 85,000 connections in four markets(Hungary, Slovakia, Montenegro andMacedonia) while TeliaSonera lostsubscribers in three markets (Lithuania,Estonia and Georgia, together 11,000connections) and mobilkom austriasuffered in Croatia and Slovenia (losing4,400 subscriber connections).Deutsche Telekom was keen to

highlight revenue growth at its Southernand Eastern European division (increasingyear-on-year by €3.6 billion for the firstnine months of 2009, including fixed-lineoperations), primarily due to the first-timeconsolidation of European partner OTEGroup in February. In organic terms,however, revenue decreased by €0.3 billionprimarily due to negative exchange rateeffects and, in particular, the strainedmacro-economic situation in Hungary.While the group lost customers inSlovakia, revenue remained stable due tocurrency translation in its sales channels.In contrast DT’s Croatian unit posted theworst net additions in the last four yearsalongside the weak performance of theCroatian Kuna. Mobile communicationswere particularly hit due to the recentintroduction of a fixed cellular tax, taking6% of revenues. The worst market-levelloss of the group, Hungary, was also due toan exchange-rate plummet of theHungarian Forint against the Euro. It wasnot all doom and gloom for DeutscheTelekom in Europe however - with theexception of Greece, the percentage ofcontract customers relative to the groupcustomer base increased, aiding a 32.5%year-on-year increase in group datarevenue to €502 million and a data ARPUof €2.2 (excluding OTE Group).

Despite customer losses in threeEastern European markets (as well as anegative 31,000 net additions inDenmark), TeliaSonera Group achievedrecord-high profitability across its mobileand fixed broadband operations, withSEK 2,778 million (US$394 million) inoperating income for the mobile division,34.3% of the group total. EBITDA marginfor the mobile division remainedunchanged year-on-year at 31.1%.Revenue growth was primarily driven bymobile data and mobile broadband inWestern Europe (particularly Swedenwith 90,000 contract net additions, mainlyon mobile broadband tariffs) as the groupstruggled with its mobile operations inthe Baltic’s, although cost reductions (-2.5% year-on-year) contributed to thestabilisation of EBITDA margins. Net salesin the Baltic countries decreased due tolower equipment sales and reduced trafficrevenues, while in the group’s remainingNordic countries revenue decline wasmainly driven by regulatory conditions,namely a reduction in roaming volumesand revenues.Revenues at mobilkom austria Group’s

mobile segment dropped 3.3% to €2,423million in the first nine months of 2009,citing decreases due to foreign currencyrates (local revenues decreased by just1.1%), lower international roamingrevenues and, in Croatia, the expiry of itsnational roaming agreement. The groupwas also affected by the 6% mobile taxintroduced in July by the Croatianparliament, requiring the group to payfees on all SMS, MMS and voice revenuesfor their operations. EBITDA declined by7% to €957.5 million, primarily due tolower contributions from Austria,Bulgaria, Croatia and Slovenia, thoughthis was offset somewhat by strongresults in Belarus (including 164,000 netadditions during Q3) and a reduction ininitial deployment costs followinglaunches in Serbia and Macedonia.Foreign currency rates negativelyimpacted EBITDA by €17.8 million.

Despite, or perhaps by virtue of, customerlosses, normalised ARPU increased by8% in Euro terms in Slovenia and 2% inCroatia, the only two markets posting apositive ARPU trend for the group.In Q3 2009, Sweden-based Tele2

Group added 1,306,000 mobileconnections during a quarter of poorperformance for its fixed-line division,which lost a net 228,000 lines. Of themobile additions, the companyannounced 53,000 were mobile Internetusers - both total and mobile Internet netadditions have doubled since thecomparable year-ago period in 2008.Particular success came from Russiawhere the group launched in seven newregions this quarter, adding 921,000 netconnections. The operator is seeing asuccessful return to positive net additionsin almost all of its Eastern European units- only Lithuania reported an overall lossin customers compared to Q2 where fiveof its six units (Russia being theexception) reported negative results. Thegroup enjoyed SEK 6,130 million(US$867 million) in net sales andEBITDA of SEK 1,596 million (US$226million) across its mobile division. ARPUremains the highest in its home market ofSweden (and only non-MVNO WesternEuropean operation) at US$27.1, slightlylower than the year-ago period, but wellabove the US$6.70 figure for Russia.Azerfon’s launch of WCDMA/HSPA in

Azerbaijan at the end of 2009 removes themarket from the ever shrinking list ofthose in Eastern Europe to have not yetlaunched a 3G network. The operatorrapidly deployed services in eight cities(including the capital of Baku) as well asthe Absheron Peninsula, having paid theprincely sum of US$13,600 for a licenceearlier in the month. This launch, togetherwith Armenia’s first from VivaCell (MTS)and Belarus’ via life:) (BeST), leaves Bosnia& Herzegovina, Kazakhstan, Kosovo,Kyrgyzstan and Turkmenistan as the onlymarkets unlicensed for WCDMA servicesin Eastern Europe.



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VAS: How to makevalue-added servicesbusiness-critical?

The increase of competition in the matured markets has forced operators toreduce the cost of a voice call for the subscriber. That, of course, leads to adecrease in revenues from this basic service. At the same time it's important

for the operator to increase its ARPU or, at the least, maintain it at the previouslevel. Given such market conditions, the operator must implement value-addedservices (VAS) in order to compensate for the decrease in overall ARPU. The activeimplementation of VAS poses certain challenges for the operators, among whichwe single out the following ones as the most important: • Defining the portfolio of business-critical VAS• Management of the VAS portfolio• Increasing VAS revenue and VAS penetration

DEFINING THE PORTFOLIO OF BUSINESS-CRITICAL VASThe active enlargement of value-added service portfolios as new sources of revenuemeans that many operators have enhanced their VAS with dozens or oven hundreds ofadditional offerings. That, however, results in certain problems. The large number ofVAS makes service portfolio management more complex and more resource-intensive.The VAS infrastructure grows, resulting in significantly increased operating expenses.What really happens is something called a power law (long tail). In our opinion,

while the theory is very interesting, the vast majority of revenue remains in thehead. Subscribers want to pay for blockbusters (business-critical VAS).Consequently, in order to define a list of business-critical VAS the operator must

conduct periodic benchmarking and audits of its service portfolio in order to revealthe leaders and outsiders according to the principles of profitability. Having definedsuch a list, the operator can build its VAS operation strategy, maximizing the valueand increasing its capitalization.

MANAGEMENT OF THE VAS PORTFOLIOThe objective of management of the VAS portfolio is to increase operator's marketcapitalization. The operator can successfully reach the objective by managing eachof the elements of the VAS value chain.

We can present a VAS value chain using example as follows: in the first stage(advertising) the operator's own promotional channels are used, such as SMS. Apromotional message can be incorporated into the SMS, initiated by the operator, or inthe balance notification when funds are added to the account. It is important to notethat the message should be customized for the needs of a particular user. For example,if the subscriber actively downloads ringtones it may mean he's a potential user of theRBT service. In such a case the promotional message for that user should contain anadvertisement for the RBT service, if he doesn't already use the service. It is then important to ensure the possibility to easily and conveniently activating the

RBT service, i.e. implementing the “Buy It Now” button so commonly employed byWeb stores. If a subscriber has ordered the service, we may consider that the salesstage has been concluded. The operator must then process the subscriber's order(order fulfillment) and rate it for this activation (billing). Thus it's necessary to providethe subscriber with the possibility of managing this service so that he or she canorder new tunes, add new options, etc., as implemented in the customer care system. As we know “sales fix all”. So, from the business-process perspective the VAS

sales is no different from sales in an online store, but one should note that thelatter are much more advanced than the telecommunications operators. Themechanisms used and tested by the Internet players are effective, and they can be

adapted to the specific marketing conditions of the telecommunications field. It isalso necessary to note that the telecommunications operators have much moreinformation at their disposal than the online stores, which means they can makemuch more customized offers that accurately reflect the needs of their clients. VASsales can only receive positive benefits as a result.We can therefore state that the entire VAS value chain in this case has been

implemented and the service portfolio management can be highly effective.

INCREASING VAS PENETRATION AND VAS REVENUEIt is possible, in our opinion, to reach the goals of VAS portfolio managementthrough the use of two base elements: increasing the VAS penetration into end-user segments, and increasing the average price of the services.It is known that the bulk of VAS in the operator's portfolio is of relatively low

penetration. For example, the penetration of content-based VAS (ringtones,pictures, RBT, etc.) is within the range of 10% to 15% despite being one of the mostpopular ones among subscribers. The low penetration of VAS is, as a rule, due to the fact that the targeted offer for

the end user is missing. Each operator segments its subscriber base byemphasizing the needs of various segments and by making an offer to those inaccordance with their needs. This offer concerns the set of base and value-addedservices, meaning that a certain set of rates and VAS is offered to a certainsegment. It should be noted that quite often there is no differentiation in thepositioning of the same service for different segments. VAS positioning is, from our perspective, needed for different subscriber

segments, particularly the following large segments: technology enthusiasts(averaging 2% of the subscriber base), visionaries (14%), pragmatists (34%),conservatives (34%) and skeptics (16%).The penetration of the majority of VAS only to the enthusiast and visionary

segments has already occurred. However, in order to penetrate new segments –first of all, pragmatists – it is necessary to create an offer of services that can beunderstood by those subscribers and will bring them sizeable benefit.As it has been stated previously, besides increasing penetration the average

revenue from a product should be increased. This can be done by enlarging thenumber of orders by each subscriber and by increasing the average price of a service.Accordingly, the operator faces the task of ensuring VAS penetration into new

subscriber segments, doing so by creating an understandable value proposition forthe end user.The foregoing can be achieved by using the targeted promotional mechanisms,

which are at the operator's disposal. Today the operator has a tremendous amountof subscriber information at its disposal, such as his/her preferences, location,income level, etc. Naturally, that information isn't explicitly present in theoperator's database: in order to obtain it, the source data must be processed andcertain conclusions made. For example, if the subscriber's phone model ortelecommunications spending is known, it's possible to determine his/her incomelevel with great precision. By knowing the rate, base and consumption ratio ofvalue-added services it is possible to draw conclusions regarding the subscriber'shabits, meaning his behavior as a consumer.The operator can and should use all this data to promote its services. Besides

having all the subscriber-related information, the operator also has constantaccess to the subscriber: his mobile phone is always with him, and consequentlypersonalized communication channels such as SMS, USSD, IVR, etc., may be used.Not one of the traditional mass-communication channels, such as television oroutdoor advertising, has such possibilities from either the subscriber's perspectiveor the context of personalized communication.Thus the conditions (which have of course changed over the past several years) pose

new challenges to the operators, but it is possible and essential to work with them.The definition of the work strategy – which should cover all the most importantchallenges with optimal use of all the possibilities of the operator, its network andsubscriber information – will make the VAS business extremely profitable andbusiness-critical. The operator has all the resources needed for effective work with itsservice portfolio and can manage it from the perspective of the possibilities forincreased VAS penetration and VAS revenue. The potential of this market is enormous,but such potential is worthless unless the strategy indicated above is implemented.

The saturation of the mobile communications market poses newchallenges for operators. Previously, during the emergence of the market,the operator's main task was to increase its customer base and then growthe minutes of use (MOU) per subscriber. Today, the market situation haschanged and the operator's strategies have changed as well.

Advertising Sales Orderfulfillment

Billing Customercare

ADVERTORIAL

Fig. 1. VAS value chain (based on Telco 2.0 by STL Partners (www.stlpartners.com))


FEATURE | SNAPSHOT: BHARTI

Bharti looks toBangladesh to offsetIndian market pressures


Last month Bangladesh's telecomsregulator gave Bharti the greenlight to invest an initial US$300

million in Warid Telecom, the country'sfourth-largest mobile operator. Thepayment is understood to be the first ofmany investments inWarid over the nextfew years, which will eventually seeBharti take a 70 percent share in theoperator. Unconfirmed reports suggestthat total investments could eventuallytop US$1 billion.Warid Telecom is currently owned by

the UAE-based Dhabi Group, which waslast month given permission by localregulators to sell the asset. The operatorhad 2.7 million mobile connections byend-3Q09, according to WirelessIntelligence data (see table).Bharti is the latest in a long line of

foreign operators attracted by the high-growth potential of the Bangladeshimobile market. Market-leaderGrameenphone is majority-owned byNorway's Telenor, Eqypt's Orascom ownssecond-placed Banglalink, and Malaysia'sAxiata and Japan's NTT Docomo jointlycontrol AKTEL, the number three. Thereare six mobile networks in the country intotal; however, mobile penetration is onlyjust above 30 percent, suggesting plenty ofroom for future growth.Expansion into Bangladesh is part of

Bharti's strategy to break out of itscrowded home market into newemerging territories. In India, Bharti isadding over 8 million new connectionsper quarter (see table) and yet its marketleadership is under pressure from a raft ofnew market entrants, such as Telenor'sUninor (which launched in 4Q09). Fiercecompetition in the market has inevitablyled to extreme price pressures; theeffective price per minute in India is close

to slipping below US$0.01, making it oneof the lowest-cost mobile markets in theworld. Although Bharti's market sharehas remained stable in India, the operatorhas warned recently that intensecompetition and pricing pressures arebeginning to impact earnings.Bharti's strategy to expand outside of

India had been, until recently, dominatedby its ill-fated attempt to merge with pan-African mobile firm, MTN. The plannedUS$23 billion merger – which would havecreated the world's third-largest operatorgroup - was shelved for the second timein as many years last September,reportedly due to the South Africangovernment's reluctance to relinquishcontrol of the Johannesburg-based MTN.The collapse of the deal means that

Bharti Airtel's only current interest outsideof India is in neighbouring Sri Lanka,where it launched services in January 2009.The network had reached 1.2 millionmobile connections by 3Q09, commanding

an 8 percent market share and taking athird of the country's net additions in thatquarter. Last year, Bharti was linked with abid for Millicom's rival Sri Lankan mobilenetwork - known as Tigo - in an apparentattempt to combine the business with itsown network in a move that would havecreated the island's second-largest mobileoperator with over 3 million subscribers.However, Bharti eventually lost out on thedeal to Etisalat, which acquired Tigo SriLanka for US$155 million in October.Sri Lanka also represents Bharti

Airtel's only experience in delivering 3G(WCDMA) services to date; WCDMAaccounted for over 6 percent of Bharti'sSri Lankan mobile connections in 3Q09.This experience could prove vital in thecoming year with Bharti expected to be aleading bidder in India's long-awaited3G auctions, which are currentlyscheduled to take place in February. Thefirst 3G licenses in Bangladesh are alsoexpected to be issued later this year.

As market-leader in India, Bharti Airtelhas been largely successful in defending itsposition from an influx of new marketentrants and has wisely eschewed some ofthe more cut-throat pricing strategiesdeployed by some of its competitors.Nevertheless, Bharti will continue to faceongoing margin pressure in India asconnections growth becomes focused onpoorer, rural areas,which could drive downprices further. Now the MTN merger dealis dead – and unlikely to be revived for athird time – Bharti is clearly focused onlooking at investment opportunities closerto home; indeed, Bharti could even be acatalyst for consolidation in the Indianmarket, as many of its competitors areripe for acquisition. Meanwhile,expansion into neighbouring Sri Lankalast year saw Bharti quickly build a sizableconnections base thanks to its strongbrand and marketing expertise. It willlikely look to pursue a similar strategy inBangladesh via Warid.

Indian mobile market-leaderBharti Airtel (Bharti) is poised tomake its first investment inBangladesh, a market set tobecome its largest outside of Indiaand potentially a launch-pad forfurther expansion into SoutheastAsia. Matt Ablott reports.

India(Bharti)

Bangladesh(Warid)

Sri Lanka(Bharti)

TOTAL

Connections

Total 110,511,416 2,690,000 1,157,069 114,358,485

Contract 5,345,732 44,654 --

Prepaid 105,165,684 2,645,346 --

GSM 110,511,416 2,690,000 1,085,033 114,286,449

WCDMA 0 0 72,035 72,035

Rank

Country 1st 4th 4th

Region 3rd 60th 79th

World 3rd 238th 351st

Market Share Total 23.44% 5.28% 8.46%

Growth (QoQ) Total 7.96% 4.26% 47.33%

Growth (YoY) Total 42.63% -30.31% --

% Connections

Contract 4.84% 1.66% --

Prepaid 95.16% 98.34% --

GSM 100% 100% 93.77%

WCDMA 0% 0% 6.23%

Net Additions Total 8,143,535 110,000 371,709 8,625,244

Share (Adds) Total 18.41% 2.98% 33.33%

Bharti Airtel (India, Sri Lanka), Warid Bangladesh, 3Q09 (pro forma)

Source: Wireless Intelligence, company data, (Excludes Bharti Group operator holdings in Seychelles, Guernsey, Jersey)



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FEATURE | SNAPSHOT: CRUNCHONOMICS

Mobile revenue growthoutperforms GDP butinvestment takes a hit

By Joss Gillet,Senior Analyst, Wireless Intelligencewww.wirelessintelligence.com

Operator revenues in the year to3Q09 were hit by unfavourablecurrency fluctuations and a

slowdown in private consumption, bothconsequences of the economic instabilitythat hit the world's markets around thethird quarter of last year. Currencyfluctuations reached a peak in late 2008but have become more stable since then.Meanwhile, domestic demand fell by 3.7percent, the first decline registered acrossOECD markets in the past decade, whileprivate consumption fell by 1.5 percent.The European mobile industry was

deemed to be hardest hit by theeconomic downturn. Total operatorrevenues in Europe are forecast to fall by4.3 percent in 2009 to reach EUR171.6billion, with declines of 5 percentexpected in key markets such as the UK,Spain, Portugal, Ireland, Greece andAustria. Countries such as Poland andthe Czech Republic, which reporteddouble-digit revenue growth in 2008, areforecast to report double-digit declinesin 2009. By contrast, operator revenues inNorth America (USA/Canada) areproving resilient and are forecast to growby 4.4 percent to reach EUR125 billion.Large mobile operators in the US -

including Verizon Wireless, AT&T and T-Mobile USA – are all expected to reportdouble-digit revenue growth in 2009.Mobile operators across the world

have significantly reduced opex andcapex levels to counter the effects of theglobal recession. The study found thatopex accounted for 60 percent ofoperator revenues in 3Q09, compared to63 percent a year ago, while capexdeclined to 10 percent of revenues,compared to around 14 percent a yearago. However, the significant reductionin opex helped keep EBITDA stable at 33percent of total revenues, while capexreductions meant that operating cashflows increased to 22 percent of totalrevenues, up from 20 percent a year ago.The economic crisis has had an even

greater effect on handset vendors,according toWireless Intelligence. Devicemakers saw channel inventories fall fromapproximately 6 weeks to 4 weeks due toextensive destocking by operators anddistributors looking to bring their stocklevels into line with lower sales. Thistrend was particularly evident in 4Q08and the first quarter of 2009.The volatilityof money markets and the decline inprivate consumption – as was the case formobile operators – also had a largeimpact on vendor performance.Between 2007 and 2008, global

shipments from the top five handsetvendors (Nokia, Samsung, LG, Sony-Ericsson and Motorola) grew by 2percent, but Wireless Intelligencepredicts that 2009 shipments are likely todecline by 10 percent year-on-year.However, many handset vendors haverecently forecast bullish growth for 2010.For example, Nokia – the world's largestmobile device manufacturer – has said itexpects global device volumes to rise by10 percent this year.

The industry is facing a dilemma as itmust invest in 3G network expansion andservice improvements to meet consumerexpectation as well as generate substantialprofits to offset falling voice revenues, yetat the same time it is cutting marketingbudgets and squeezing capitalexpenditure.The financial crisis has servedto exacerbate already existing difficultmarket conditions such as user saturationin developed markets, regulatorypressures, on-going voice-centric pricewars and the slow take-up of dataconsumption. As most economies havenow started to recover from the recession- and since mobile operators are reportinghealthy balance sheets – WirelessIntelligence hopes that 2010 will mark thetime when mobile operators invest moneyin high-speed network coverage to meetthe growing expectations behind dataservices. Meanwhile, the top five handsetvendors rationalised their portfolio mix by

launching fewer devices and focusing onhigh-end and low-end segments, whichled to a recovery in their operatingmargins in the last 9 months of 2009. In2010, Wireless Intelligence expectshandset vendors to report healthieroperating margins driven by largersmartphone portfolios in the mid pricetier, a refresh of their high-end portfolios,more predictable quarterly demand,stabilised money markets and reducedoperating expenditures.

Mobile revenue growth continued to outperform GDP growth in theworld's major economic countries during 2009, but was not immuneto the effects of the global recession. According to a recent WirelessIntelligence report - The Cellular Telecom Crunchonomics: One YearOn – mobile revenues across the 30 OECD member countries* areforecast to drop from EUR411 billion in 2008 to EUR408 billion in2009, a decline of 0.7 percent. However, GDP growth is forecast todecline by 4.1 percent over the same period. Joss Gillet, author of thereport, analyses this development.

“THE FINANCIAL CRISISHAS SERVED TOEXACERBATE ALREADYEXISTING DIFFICULTMARKET CONDITIONS”

2007 2008 2009

Real GDP Growth Cellular Revenue Growth

-6%

-4%

-2%

0%

2%

4%

6%

8%

Source: Wireless Intelligence, OECD** Organisation for Economic Co-operation and Development (OECD) member countries: Australia,Austria, Belgium, Canada, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary,

Iceland, Ireland, Italy, Japan, Korea, Luxembourg, Mexico, Netherlands, New Zealand, Norway,Poland, Portugal, Slovakia, Spain, Sweden, Switzerland, Turkey, UK and USA.

ABOUT SNAPSHOT


Real GDP Growth vs Cellular Revenue Growth (2007-2009)



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EMPORIA | MOBILE CHALLENGES

It takes a lot of effortto deliver simplicity!

Eveline Pupeter, CEO of emporia

THE CHALLENGES OF AN AGEINGSOCIETY:In the 100 years between 1950 and 2050,the number of people over 65 in theworld will grow 10 fold, from 200 millionto two billion. Not only does this presenthuge challenges for society: in somedeveloped countries there will be asmany people retired as in work; but italso presents new challenges to themobile industry, which will need tocreate solutions relevant to anincreasingly ageing population.It is important that mobile

communications more widely benefits aglobal community that will be livinglonger and more independently. Whilstno-one can doubt the success of themobile phone to date, technology isonly truly successful when it benefits allof society.We tend to think of illness as

something sudden. However, minorimpairments such as loss of sight orhearing develop over time. They are notkiller diseases like cancer or heartdisease, yet they can significantly impactquality of life and most of us will have toadjust to life with them.

RESEARCH AND DEVELOPMENTDRIVING INNOVATIONAt first sight, making mobile handsetseasier for people to use, particularly thosewith slightly reduced motor function, orminor hearing or sight loss,may seem likea simple thing to do. The most obviousfeature is larger buttons. The reality is thatbig buttons alone do not deliver a level ofusability and functionality that makes adifference. Rather there are a hugenumber of small but subtle considerationsthat need to be taken into account whencreating phones that are suitable to thegrowing older demographic.This requires a great deal of research

and development. Some notableconsiderations are issue such as screencolour: the colour of the screen needs toprovide the most effective contrast forpeople with minor eyesight problems.The font used in phones should be theclearest to see, and the font size mustbe changeable to suit people who areshort sighted.These are just two examples of the

hundreds of different considerations thatgo into making mobile phones suited tothe growing number of people who

demand both simplicity and style fromtheir communications. It is not a simpletask to make phones easy to use. If itwere, everyone would do it!

BRINGING BETTER SOLUTIONS TOA WIDER AUDIENCEThe drive to deliver more accessible andinclusive handsets comes from the targetaudience themselves. Mobile menusystems can be complicated for those ofus that have grown up with a computermouse in their hand. For those whohave spent most of their lives without aPC, the traditional menu systems can bebeyond confusing.For example, the ON button on many

mobile phones is coloured red, whichtraditionally relates to“stop”not“go”andis also used for end calls. Many buttonshave more than one role depending onwhich function the phone is accessing.Often iconography is used instead ofwords, and when words are used they canbear little relation to the function: wordslike “log” and “menu” have a completelydifferent meaning in a mobile phone.When these issues are considered

from the perspective of the user, itbecomes clear that the level ofcomplexity is bewildering and oftenunnecessary. Up to now this could beconsidered an annoying distraction butin the future this could be vital to futureprovision of health services.

THE IMPACT ON SOCIETYOF USABLE MOBILEHEALTH SOLUTIONSMobile phones can play a huge role increating a digitally inclusive society. Asthe global population lives longer, thecost of caring for an older population willrise, yet there will be a smallerproportion working to help pay for it.The use of technology, particularly

mobile communications, to helpremotely monitor and manage people’swell being could provide an effectivealternative to care worker visits orhospital appointments. This has thepotential to create a virtuous circle: tosave cost whilst providing reassuranceand increased freedom and

independence to those with non-lifethreatening but nonetheless seriousconditions, such as diabetes or highblood pressure.However technology will not be able

to help create this virtuous circle unless itis embraced and trusted by those whowill be using it on a daily basis. If anageing population declines to embracemobile health solutions because they donot trust them, or they expect theexperience to be far too complicated, ahuge opportunity will have been lost.This is why creating simple yetmeaningful mobile experiences for allgenerations is critical now: beyond theobvious benefits of more people usingmobile telephony. Digital inclusion isimportant, not just to those who benefitfrom adding mobile communications totheir lives, but to all of us that need tofind new and creative ways in which toaddress new global population realities.

THE OPPORTUNITY ANDTHE CHOICEIt is impossible to imagine any industryor business ignoring the fastest growingsegment of society: to do so is to limitsuccess today and tomorrow. This is whythe mobile industry has a responsibility,not least to its own well being, to moredeeply and clearly understand what anageing population needs and desiresfrom mobile communications. Beyondthis lies a more important choice and agreater opportunity: to grow beyond talk,text and internet; to create solutions tosome of the most significant challengesthe world faces and to embed itself intosociety now and in the future bydelivering meaningful experiences for allgenerations not just a few.

MOBILE PHONES CANPLAY A HUGE ROLE INCREATING A DIGITALLYINCLUSIVE SOCIETY.



Q&Ar

Peter Jarich,Service Director,Current Analysis

Gabriel Brown,Senior Analyst,Heavy Reading

Pete Cunningham,Senior Analyst,Canalys

Will Croft,Analyst,Wireless Intelligence

Phil Kendall,Director - GlobalWireless Practice,Strategy Analytics

Shaun Collins,Managing Director,CCS Insight

AnalystQ&A

What is theindustry’s nextmajor growthopportunity in2010?

Voice. Amidst all thefocus on LTE and mobilebroadband, voice is thereal 2010 opportunity.At least, the opportunitywill be for vendors toprove they can deliverquality voice servicesover LTE and helpoperators generateadditional voice revenueby executing on thepromise of RCS.

In 2010 it’s about takingthe high-endsmartphones and appsof 2008/9 deeper intothe mass market. Therevenue model works,the industry knows howto deliver, and there’svast demand still in themarket. It’s still earlyfor machine-to-machine, but there’shuge promise.

Smartphones will be anarea of significantgrowth in 2010. Indeveloped marketspenetration is about20%, but this will risesubstantially in 2010 asmore vendors bringproducts to market. Wealso expect thatscalability of Symbian,Android and bada willenable vendors to drivesmartphones to a lowersegment of the market.

Applications (and theirmonetisation) will remainhuge topics in 2010. Iexpect a good fewoperators to switch backto per-unit usage, orcome down harder onfair-use, to help theirbottom line. LTE dataofferings will helpoperators to justify thedistinction. Smartphonefragmentation willcontinue to aid theadoption of sharedplatforms - expect to seethe first real wave of non-handset Android devicesthis year, for instance.

In terms of broadproduct categories itwill be more about goodmomentum forestablished productssuch as smartphonesand mobile broadbandPCs, rather than anysignificant expansion ofthe mobile ecosysteminto new consumerelectronics domains.M2M is also coming ofage and will make amore positivecontribution – M2M willgrow into moreconsumer applicationsin 2010.

We believe connectingthings rather thanpeople will fuelphenomenal growthover the next threeyears. Mobile healthcareapplications will be a bigpart of this, andhealthcare will be amajor new researcharea for us in 2010.

What will be thebiggest flop of2010?

The magicJackfemtocell. Don’t get mewrong, I’m excited bythe prospect ofinfomercials spreadingthe gospel of thefemtocell to the masses.I cannot, however,believe that operatorswill allow their plannedfemtocell offers to betainted by the image of avoice-only service thatinfringes on thespectrum they thoughtthey had purchasedrights to.

There’s a lot of hypedstuff that won’t come tofruition for years. Mobileadvertising –directionally it’shappening, but theeconomics aren’tfavourable yet. It’s stilltoo early forsocial/location type apps– sure it sounds cool, butwho uses that stuff,really? Two-sidedrevenue models (wherethe operator collects onboth ends of the deal)sound great, but will onlybe a drop in the ocean indollar/Euro terms.

Customer satisfaction islikely to be the big loserin 2010. The challengeof implementingintuitive UIs for devicesand services should notbe underestimated, butoften is. Also as thenumber ofsmartphones, netbooksand tablets increase, sowill the demand fordata. Consequently,users’ QOS may begin todeteriorate due tonetwork capacity.

Web apps continue tofare poorly compared totheir native cousins - interms of bothperformance andexperience. I wouldn'texpect to see any majorshift in this directionalthough the issue ofrevenue controlsurrounding the big-name app stores willdrive the discussion oftheir uptake, particularlyin the bandwidth-providers' camp.

The gap betweensmartphones andnotebooks is the place tolook for flops in 2010.Netbooks will have atougher year (particularlythose bundled with dataplans) and MIDs will bebig news, though will dovery little volume. No-one has really got theprice points right tosucceed in this space yet.

Network operators'portals will come undergreat pressure.Operators seem flat-footed compared withthe Web playersbombarding the marketwith innovative ways toaccess their content andservices on a mobilephone. We think it'sunlikely any operatorwill get a return on theenergy and investmentput into own-brandportals this year.

Any tips for abreakthroughname, serviceor application?

After lots of exploration,2010 looks to be a yearfor location andaugmented reality. Willwe all be using theseapplications on aregular basis next year?No. Will we have abetter idea of what theycan deliver and will theybe closer to ‘householdphenomena?’ All signspoint to Yes.

Anything that managesonline/offline states – soHTML5 and ‘Teh C1oud’to use the buzz words –and synchronisationbetween devices andhosted data. I hope we’llsee a comeback fromSymbian^3 andSymbian^4 and the newUI. In the device space,someone could come upwith a hit, mass-market,very affordablesmartphone.

The breakthrough termin 2010 will be ‘shougou’, mandarin foracquisition. We expect tosee more M&A activityby Chinese technologygiants in the near future,especially in the mobiledevice sector.

On the application front,I expect we will see a lotof activity in the socio-location area. I expectoperators and othercontent providers toweigh in on the initialgrowth being driven bystart-ups such asFoursquare and Gowallain the US. Augmentedreality services are alsoquickly growing inpopularity, we expect tosee some pairing withsocial networking thisyear.

Social address bookswere under the radarlast year, though will bebig news in 2010, andnot just on smartphones– broader cloud storagesolutions will get in themix too. Google needs tore-launch Gizmo5 todrag VoIP right into themiddle of thesmartphone userexperience, and won’tbe worried aboutannoying a fewoperators in theprocess. Though maybeMWC isn’t the place todo that!

The collision of mobilegames and socialnetworking will producesome spectacular results.Services for women willalso play big. It's easy toforget that women are thedominant users of socialnetworking on mobile.The big name to breakinto mobile in 2010 will beAmazon. It already hasmany of the elementsneeded for a market-leading mobileapplication store. Itspowerfulrecommendation engineand one-click paymentcould give Apple a run forits money.

What do youexpect to be thehot topics atthis year’sshow?

No question of ‘expect’here. I think we allknow the hot topics forthis year’s version of theshow: LTE, HSPA+, LTE,Femtocells, LTE,Monetisation andContent Control, LTE.

LTE and HSPA+, ofcourse. And since Icover networktechnology, thetransition to All-IP,distributedarchitectures, Internetoffload, SON, commoncore networks, SingleRAN, and packetbackhaul. Among areasI don’t cover directly;hopefully Web runtimes,Widgets, and HTML5will be big themes.

In services there will bediscussion about‘monetising free,’thanks to Google andNokia’s strategies, anarea that will provechallenging for manycompanies. In the devicespace, open platformswill continue to be thekey topic, notablyAndroid, bada, andMaemo. Networkcapacity andoptimisation is anotherarea to look out for.

2010 will be a big yearfor LTE - on the vendorside; real user tractionwill wait for 2011. Onthe operator side, I thinkwe'll see a lot of noisesurrounding networkcongestion, and itspotential solutions – inparticular consumer-friendly femtocellpropositions. Emergingfrom the credit crunchwill remain a backstageconcern with plenty ofgauging to be done interms of attendance aswell as the presence offamiliar (and not-so)faces.

The biggest buzz will bearound the role of thecloud in consumer andbusiness apps and itsimpact on businessmodels. That debate willalso keep the issue ofmanaging network loadsnear the top of the list –whether throughpricing/billing, trafficprioritisation/management, compression orWiFi/femto offload.

The technology marketingbuzzword this year will be"gigahertz", referring tothe speed of processorsin phones. Second, this isthe "Year of Android" andwe expect to see up to 50Android devices ondisplay. Third, the GSMA'sdedicated App Planetshows how importantapps will be in 2010.Fourth, location andcontext will also be big(Nokia's decision to makenavigation free hasturned this sector on itshead). Finally, networkcapacity will be oneveryone's mind.

ANALYSIS




EXHIBITOR NEWS

Polystar OSIX is showcasingJupiter - a state-of-the-artgraphical analysis & reportingtool for telecom markets. Ithelps operators developingtheir business and drive thechange towards customercentricity, by providing acommon platform throughoutthe organisation.Jupiter takes OSS andperformance monitoring to the

next level, by giving telecomoperators control over theirservices and the userexperience. Customised real-time business intelligenceviews serve variousdepartments in operator`sorganisation. All these isachieved by means of thegroundbreaking visualisation

techniques that enable aneasy access to every possibleperspective, from a helicopterview to unmatched drill-downpossibilities for in-depth “bitsand bytes” data analysis.

Come and visit us at stand2E18 or contact us [email protected]

Polystar introduces Jupiter - a platformwhich turns network intelligence intosubscriber satisfaction

Centile is extending itssolutions portfolio with IstraMobile, a platform thatempowers mobile networkoperators to increase bothsubscribers and ARPU bycombining advanced office PBXfeatures with the freedom ofmobile handsets as an add-onto their business tariffs with arobust feature-set includingAutomatic Attendant, IVRs,Extension Dialing, GroupCalling, n-Party Conferencing,Presence, Web BasedReceptionist and Call Control

Management which are allself-managed by the userthrough a Mobile Operatorbranded browser-basedadministration interface.Since 1998, Centile hasbeen at the forefront ofconvergent technologydevelopments and is now theleading European innovatorof unified communications,network platforms, hosted

solutions, applications andtools targeting enterprisecustomers working inpartnership with fixed,mobile and web-basednetwork operators.

Come and visit us in Hall 4,Level 2, HS11 or contact usat [email protected]

www.centile.com

OFFICEPBX GOESFULLYMOBILE

The Audio CommunicationEngine from Fraunhofer IISallows communication withfriends or business partnersas if they were in the room –however far away they might

be. The demonstration isconnecting a conference roomwith a car-mock-up via anLTE-A link, in CD-qualitystereo. Components of theAudio Communication Engine

include an MPEG low delayaudio codec, an efficient multi-channel echo controlalgorithm that allows forhands-free communicationwithout echoes, and a robuststreaming system that ensuressuperior audio quality evenunder adverse networkconditions. These technologiesresult in a communicationexperience that is as easy andnatural as a person-to-personconversation, and reallyhighlight the benefits 4Gnetworks can provide in thenear future.

Contact: Fraunhofer IIS,Matthias RoseStand: 2E41

LifeVibes™CinemaSound:the excitementof multi-channelsurround

Comptel Corporationlaunched Comptel Control andCharge, which brings togetherComptel’s existing, provensolutions for policy control(including bandwidthmanagement and roamingcost control), charging andmediation on a singleplatform. It provides CSPswith the means to moreeffectively balance theirresource-constrained serviceenvironments.With the recent surge inbroadband traffic, the spendingon network capacity needed tomeet consumer demand for

these services has grownexponentially. However, CSPs’revenues have not increasedproportionally to this demand.Operators are exploring newways to control and monetizetheir broadband offerings.With Comptel Control andCharge, CSPs can offersubscribers more personalizedservices to encouragespending, more effectivelycharge for service use andbetter manage resources,particularly bandwidth.

Visit the company atbooth 1C06 in Hall 1.

Comptel Controland Charge

CD-quality communicationvia LTE-A network

NXP Software is bringingthe home cinema experienceto mobile phones with itsnew LifeVibes™CinemaSound. The softwareenables handset makers tooffer high quality surroundsound for movies, video clipsor live performances.LifeVibes CinemaSound canproduce full surround soundfrom any stereo, matrix-encoded or 5.1 channelinput. It also automaticallylevels out volume changesbetween tracks, as well asoffering powerful bassperformance and crystal-clear high frequencies.Optimized to run on evenhighly-constrained mobile

platforms, LifeVibesCinemaSound delivers a richambient listening experienceon handsets and headphones.

Visit us at stand A15, Hall 1or at www.software.nxp.com.Contact for appointments:[email protected]



EXHIBITOR NEWS

Colibria today launched itsFacebook Canvas Application,an operator-branded portal forusers to communicate withtheir mobile contacts directlyfrom Facebook in the form ofan SMS, IM or VoIP call. Sittinginside Facebook and embeddedwith key operator services, itlets the user's Facebookfriends contact them anywhere,anytime via their mobile.With the facility to addpresence, location data, ad-hoc SMS and operator photoalbums, the Colibria Facebook

Canvas Application provides avital missing link between theoperator and the vast onlinecommunity.Colibria's Facebook CanvasApplication is shortlisted for"Best RCS Innovation" in theGSMA's RCS DevChallenge.The accolade recognisesinnovative extensions of RCS,which will increase interestand use of RCS services byglobal consumers.

See Colibria on 1H49 or visitwww.colibria.com

Colibria launchesFacebook applicationfor mobile operators

RFMD®IntroducesHigh PowerCMOS-BasedCellularSwitches

RFMD's first high powerCMOS-based cellular switchesinclude the RF1603, a single-pole, three-throw (SP3T)switch, and the RF1604, asingle-pole four throw (SP4T)switch. RFMD has sampledboth products to tier-onecustomers, and commercialproduction is expected tocommence in the first half ofcalendar 2010. SubsequentCMOS-based products willaddress increasing levels ofend-product complexity andwill include RFMD's growingportfolio of switch filtermodules and switch duplexermodules for 3G smartphones.

Visit www.rfmd.com formore information. Torequest a meeting withRFMD at MWC, contact us [email protected]

Mobilkom Austria Group hasselected Openmind as theGroup’s preferred provider fornext generation messagingplatforms.The move signals a growingglobal trend - namely thereplacement of legacy SMSCsystems with a new breed oftechnologies that address all

critical business issues foroperators with one fullyintegrated messagingplatform.Commenting on theannouncement Alex Duncan,Openmind CEO , said, “We aredelighted with our deal withMobilkom. It is good to helpsolve our clients’ challenges.

We can do this because wedesigned our platformdifferently. We focused on thefuture needs of operators andmade it open and flexible toaccommodate marketchanges”.

To meet Openmind, [email protected]

Mobilkom Austria GroupSelect Openmind

Embedded speech solutionsprovided by SVOX power thegrowing number of Androiddevices, including Google’sNexus One. The company’ssmallest speech outputsolution, SVOX Pico, is usedto enable spoken turn-by-turn navigation instructionsin the Google MapsNavigation application. Thistext-to-speech (TTS) solutionis characterized by a unique

combination of low footprintand high intelligibility,allowing the growing numberof mobile applications toproduce voice output. SVOXprovides speech recognition,speech output and speechdialog solutions in 25languages for mobile devices.

Meet SVOX at stand 8B79(Teleca), daily presentationfrom 11:00 till noon

SVOX speech solutions power thegrowing number of Android devices

Pelikon MorphPad™ andMorphTouch™ for mobilephones revolutionize the userexperience. From rapid textentry to game control, multiplefeatures and complex tasks aremade easier and intuitive.Keyboards and keypadsautomatically reconfigure(“morph”) to reveal only thecontrols relevant to the task inwhich the user is engaged.Pelikon MorphPadsTMintegrate tactile dome switchesand optional touch sensing witha low-power, programmable,flexible backlit display into anultra-thin keyboard/keypadmodule that is visible under alllighting conditions and fromwide viewing angles.

Come visit us in Hall 2Booth 2C02 or contact us [email protected]

MorphPad™Revolutionizesthe UserExperience

Malata/Nanjing WanlidaTechnlogy Co., Ltd, Chinaleading 3C(ConsumerElectronic, Communication &Computer) integratedproducts R&D and Verticalintegrated manufacturer, islaunching a wide range oflatest technology Mobile &Internet devices including.• PC-A1001, a 10” Intel Pine trailN450 powered Multi touch 3GTablet PC with Window 7 OS,

• ARM based 10” Multi touchtablet with Android OS,

• 6” GPRS/3G connected E-book reader,

• a wide range of HSUPA3G/WiMAX 4GNetbook/Notebook rangefrom 8.9” to 14”,

• 4.3” and 5” GPRS ConnectedPersonal Navigation Device,

• also a series innovationdesign of TV/PC AIO from19” up to 55”.

Come and visit us at stand2D02, Hall 2 or contact us [email protected]

Malata launches a wide rangeof Mobile & Internet Devices



EXHIBITOR NEWS

Jinny Software, a supplier ofmessaging and mediasolutions, is among the top 5MMSC solution providersglobally, a positionindependently confirmed bymarket research firm InformaTelecoms & Media. Thisunderlines Jinny’scompetence and capability in

the messaging space and is inline with its strategy to gainmarket share in the globalMMSC space.In the Americas, a leadingtelecoms supplier hasselected the Jinny SMSC tohost multiple, region-wide,Mobile Operators from asingle platform enabling

them to provide SMS servicesto their subscribers andoffering them a faster time tomarket with ensuredflexibility and reduced costof ownership.

VISIT JINNY SOFTWARE atHALL 1, STAND G49 and atwww.jinnysoftware.com.

Jinny in Top 5 Global MMSCProviders & Jinny’s HostedSMSC Supports Multiple MobileOperators across the Americas

Prove your handset’sLTE conformity

Orga Systems has appointedRamez Younan as new ChiefExecutive Officer. He comeswith a wealth ofTelecommunicationexperience, running globalorganizations and advancingBSS and OSS solutions atTelecommunication providersin 45 countries. Ramez’ mainfocus will be on the furtherinternationalization and growthof the Orga Systems Group tostrengthen the strongrelationship Orga Systemsenjoys with its customers and

extend Orga Systems’ portfolioof products and services tofuture worldwide customers.Ramez Younan believes thatOrga Systems’ currentportfolio and its leadingposition in the industry buildsa strong platform forexpansion in existing and newmarkets.

We are looking forward towelcoming you duringMobile World Congress.Orga Systems, hall 8,booth B8.130, main aisle.

New CEO atOrga SystemsFocus is on internationalization and growth

Continuous Computing,picoChip and Cavium Networks(NASDAQ: CAVM) announcedthe world’s first complete LongTerm Evolution (LTE) femtocellreference design. Availableimmediately, this solution helpsaccelerate time to market forproduct developers, femtocellaccess point manufacturers,network equipment vendorsand wireless operators.The LTE femtocell referencedesign consists of a microTCA

system including a chassiswith a picoChip modem,mezzanine RF card and Layer1 PHY software, together withCavium Networks’ OCTEONPlus multi-core MIPS64processor. ContinuousComputing provides TrilliumLTE Layer 2/3 protocols, theeNodeB reference application

and a complete EvolvedPacket Core (EPC) CoreNetwork Emulator.

Contact:Andy Gothard, picoChipSee the demo: Hall 1,Stand [email protected],+44 7776 22 66 85

ContinuousComputing,picoChip &Cavium NetworksDeliver Industry’sFirst CompleteLTE FemtocellReference Design

COMPRION SIMfony LTE is thename of the first commerciallyavailable solution for combinedLTE (U)SIM handset testing. Foreveryone who wants to assure ahandset’s conformity to the LTEstandards 3GPP TS 31.121 Rel-8 and TS 31.124 Rel-8, this newsystem is an absolute must.COMPRION SIMfony LTEconsists of the Rohde andSchwarz network simulatorR&S CMW500 and the GCF/PTCRB validated (U)SIMsimulator IT³ Platform for

conformance testing. Thesolution will also be availablewith the pre-conformancetester IT³ Prove!. Thesimulators are workingseamlessly together runningcombined tests against themobile. The operator just has tointeract with the known IT³ GUIduring test case execution andresult analysis.

Come and visit us at stand1G38 or contact us [email protected]

Comsys Mobile, leaders incommunication processorsfor 4G mobile devices, isdemonstrating uniquemultimode handset referencedesigns running both Androidand Windows Mobile, enabledby ComMAX® CM1125 -Comsys Mobile’s mobileWiMAX/GSM-EDGE single-chip processor. The demosinclude multiple applicationsof mobile WiMAX driven bythe CM1125 reference designplatforms that incorporate acomplete HW/SW solutionwith pre-integratedecosystem to reducedevelopment costs and time-to-market.Visitors will also be able tosee full HD video streaming inreal time over 3GPP LTE CAT4 through Comsys Mobile’sLT8000 UE developmentplatform.

Visit Comsys Mobile atHall 2, Booth 2B73www.comsysmobile.com

Comsys Mobileshows industry’sfirst WiMAX/GSMAndroid smartphonereference design



EXHIBITOR NEWS


RFMD’s RF720x family ofhigh-efficiency, linear PAmodules meet the needs ofcomplex multi-band,multimode 3G mobile devices.The RF720x series iscomprised of seven PAsdesigned for 3G multimodedevices implementing mode-specific, band-specific frontend architectures. The RF720xfamily accommodates allmajor WCDMA/HSPA+ bandsand band combinations, and isoptimized to mate withreference designs from the

industry's leading open market3G chipset suppliers. Whethersingle- or dual-band, each PAcomes in a compact 50-ohmmatched module optimized forits specific band of operation.The RF720x family providesdigital power mode states,combined with leadingefficiency at high power levels.’

Visit www.rfmd.com formore information. Torequest a meeting withRFMD at MWC, contact us [email protected]

ooVoo, the high-quality videoand audio communicationservice with more than 10Million users worldwide, willconduct private demos of itsapplication for mobile devicesat MWC. An Android-basedservice with flexibility to adaptto high speed accessnetworks, services, bundles

and IT systems, it willaccommodate video and audiocalls, text chat, videomessaging and broadcasting."ooVoo mobile users willexperience great video andaudio quality in a seamlessexperience that's easy to use,"said Philippe Schwartz, CEO ofooVoo. "We're excited about the

demos at MWC where we'llshowmobile-to-mobile, mobile-to-PC and PC-to-mobile calls."To request a private demo,contact Rodger Wells, VPBusiness Development,[email protected]; +1917 715 1687.

Visit us at stand 7D48 Hall 7.




M

ooVoo ShowcasingVideo CallingService onMobile Devices

RFMD® Offers Familyof High-Efficiency,Linear PA Modules

Airwide Solutions, aprovider of next generationmobile messaginginfrastructure, applicationsand solutions announces aReal-Time Loyalty andProfiling Solution designed tohelp operators driveincremental lifetime valueacross their large, hard toreach prepaid subscriberbases. This is achieved by

stimulating topups andusage, rewarding loyalty andactivating the base. The newReal-Time Loyalty andProfiling Solution fromAirwide uses the uniqueReal-Time Prepaid MarketingEngine from Business LogicSystems. This new solutionfrom Airwide, has a range offunctionality from real-timecampaign management

through to loyalty pointsmanagement. All of whichform a vital part of theprepaid campaign lifecycletoolkit that is critical for thesuccessful campaignmanagement across a largeprepaid subscriber base.

www.airwidesolutions.com

Airwide Launches Real-TimeLoyalty & Profiling Solution


EUROPE | MARKET INSIGHTWireless Intelligence is a comprehensive database on the global mobile market. It covers all mobiletechnologies and includes 2,215,000 individual data points spanning 1,286 networks in over 200countries. It is the de facto industry tool for market intelligence with a subscriber base of over 550 ofthe world's leading mobile companies. Wireless Intelligence provides operator data across operationaland financial KPIs and allows analysis at an operator, country, regional or global level.For more information go to www.wirelessintelligence.com

Quarterly Net Additions (4Q09)Connections Growth (Millions)

1 Russian Federation 204,351,842

2 Germany 108,216,300

3 Italy 88,043,823

4 United Kingdom 77,259,948

5 France 56,892,834

6 Ukraine 54,931,852

7 Spain 54,000,200

8 Poland 44,877,289

9 Romania 29,869,260

10 Netherlands 20,501,000

1 Uzbekistan 1,021,453

2 France 908,881

3 United Kingdom 874,529

4 Germany 752,684

5 Spain 718,793

6 Romania 580,430

7 Macedonia 534,282

8 Poland 443,444

9 Ukraine 423,407

10 Albania 393,204

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EDITOR: Justin Springham

DEPUTY EDITOR: Matt Ablott

REPORTERS: Ian Channing, Richard Handford,Vaughan O’Grady, Paul Rasmussen,Annie Turner, Ian Volans

ALL ADVERTISING ENQUIRIES TO:[email protected]

PUBLISHER: Rick Costello

ART DIRECTION & PRODUCTION:Russell Smith,IntuitiveDesign UK Ltd.13 North St., Tolleshunt D’Arcy,Maldon, Essex CM9 8TF, UKemail: [email protected]

PRINTED BY:Servicios Gráficas Giesa, Barcelona

Whilst care has been taken to ensure that the data in thispublication is accurate, the publisher cannot accept andhereby disclaims any liability to any party to loss ordamage caused by errors or omissions resulting fromnegligence, accident or any other cause. All rightsreserved. No part of this publication may be reproduced,stored in any retrieval system or transmitted in any formelectronic, mechanical, photocopying or otherwise withoutthe prior permission of the publisher.

All data sourced from Wireless Intelligence (www.wirelessintelligence.com). Whilst every care hasbeen taken to ensure that the data in this publication is accurate, Wireless Intelligence and GSMMedia LLC cannot accept and hereby disclaims any liability to any party to loss or damage causedby errors or emissions resulting from negligence, accident or any other cause. The data in thispublication should not be relied upon as the sole source of reference in relation to the subjectmatter. Data from the Wireless Intelligence database was extracted on 1 February 2010 andcontains estimates from the Wireless Intelligence analysts where no data is published by therespective mobile network operators at that time. The number of networks includes the numberof operator networks live in the respective country at the end of Q4 2009 and excludes anyregional splits of countries (eg. India). All data copyright (c) GSM Media LLC and WirelessIntelligence 2010. Wireless Intelligence operates under an Independence Charter.For full details please see www.wirelessintelligence.com/independence.aspx.

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Russian Federation

SUBSCRIBER CONNECTIONS ............204,351,842YOY GROWTH ................................................8.72%MARKET PENETRATION............................147.26%

1

Germany

SUBSCRIBER CONNECTIONS..........108,216,300YOY GROWTH ............................................1.61%MARKET PENETRATION........................131.52%

2

United Kingdom

SUBSCRIBER CONNECTIONS............77,259,948YOY GROWTH ............................................2.00%MARKET PENETRATION........................128.72%

4

France

SUBSCRIBER CONNECTIONS............56,892,834YOY GROWTH ............................................4.07%MARKET PENETRATION..........................93.85%

Ukraine

SUBSCRIBER CONNECTIONS............54,931,852YOY GROWTH ..........................................-0.45%MARKET PENETRATION........................121.93%

6

Italy

SUBSCRIBER CONNECTIONS............88,043,823YOY GROWTH ..........................................-2.43%MARKET PENETRATION........................150.76%

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YoY Growth (4Q09)

1 Turkmenistan 82.62%

2 Albania 40.26%

3 Uzbekistan 35.42%

4 Kyrgyzstan 29.94%

5 Tajikistan 26.29%

6 Kosovo 17.48%

7 Belarus 14.90%

8 Moldova 14.38%

9 Ireland 14.28%

10 Azerbaijan 13.47%



To learn more about the latest innovations from Qualcomm

VISIT US AT BOOTH8B53 HALL 8

Or online atwww.QCTConnect.com/mwc

REDEFINING MOBILITY FOR THE WAY YOU LIVE

Life is in constant motion. The technology you depend on day in, day out

should be seamless, versatile, intuitive and powerful.

Qualcomm CDMA Technologies is the world’s largest fabless semiconductor

producer and the leading provider of wireless chipset and software

technology. Utilizing our legacy of wireless innovation, we develop solutions

that keep mobile phones, computing devices and consumer electronics in

step with your anytime, anywhere lifestyle. Our solutions not only help you,

they help enable mobile device manufacturers to create a greater variety of

devices that deliver the features, functionality and enhanced user experience

you need for the way you live.

Watch for Qualcomm to continually redefine mobility.

© 2010 Qualcomm Incorporated. All rights reserved. Nothing in these materials is an offer to sell any of the components or devices referenced herein. Certain components for use in the U.S. are available only through licensed suppliers. Some components are not available for use in the U.S.

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