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HUAWEI Confidential
CONTENTS
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RBT
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calling
Caller hear song/music/melody before callee picking up Communication enrich people s life, RBT enrich people s communication
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MTN Nigeria Orange Cameroon Maroc Telecom Mobinil Egypt MTN Swaziland Emtel Mauritius Orange Cote d'Ivoire Africa
Turkcell STC Syriatel MTC Kuwait Wataniya Maldives Mobily Umniah Yemen Tel Middle East
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4000
Latin America - CAGR 93.0%
2000
North America - CAGR 52.9%
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Digital Music global revenue reaches $32.2B at 2010 in Gartner!s forecast. And global RBT revenue reaches $10.2B in 2010 in IDC!s forecast. More than 30% DM!S revenue comes from RBT. IDC Forecasts 677 million CRBT Users WW at YE2010 RBT, a gold mine which can bring you immense profit and enhance your brand.
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My My RBT RBT
Personal Music Library
RBT Platform
430 million US$ total RBT revenue in 2005. !New telecom services are crucial to the development of our company. The subscriber"s ARPU are decreasing. All operators throughout the world are trying to maintain and even increase ARPU by deploying new mobile data services. The RBT service we deployed is actually not a huge investment, but contributes 8 RMB (1 USD) to our ARPU.# Mr. Wang Jianzhou, CEO of China Mobile
32%
e l i b o M a in h C n i S M S r e t f a S A rV e l l i k d n 2 RB T i s t h e
9.2% 128.4M 90.1M 430M$ 330M$ 14.6M 16.3M$ 2004 1H 27.2M 106.3M$ 2004 YE 57.92M 172.5M$ 2005 1H 2005 YE 2006 1H
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Lucent/Alcatel switch based solution Available for both postpaid and prepaid subscribers 1 M subscribers capacity in the 1st phase and 2M for 2nd phase Launched on 31th May 2006 Activate RBT subscribers reach 1.2M by Dec. 2006
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Subscriber Increase
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Interconnecting with Siemens switch based solution Available for both prepaid and postpaid subscribers Users! Self-Management Access: IVR, WEB
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The biggest mobile operator in Saudi Arabia RBT system capacity is 3M Available for both post paid and prepaid subscribers Launched service on 24th Mar. 2007 RBT active subscribers reach 100K with 20 days
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1st operator to launch RBT in Jordan 71K activate subscribers by the end of 2006 Name RBT service as Aghanilak
IN based solution Available for both prepaid and postpaid subscribers Users Self-Management Access: IVR, WEB
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1st operator to launch the RBT service in Mauritius Penetration rate reached 15% in TWO weeks Interconnecting with Siemens switch based solution Available for both prepaid and postpaid subscribers Users! Self-Management Access: IVR, WEB, SMS
86% users subscribe to the service via SMS
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Orange Cameroon
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The first operator in Cameroon launched RBT Service RBT system capacity is 50000 Launched service on 16th Mar. 2007 RBT active subscribers grows up to 49000 with 4 weeks.
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Madacom, Madagascar
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RBT system capacity is 50000 Launched service in Sep. 2006 RBT active subscribers grows up to 20000 by Dec. 2006.
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Country
Vietnam Thailand Ghana India Thailand India Colombia Saudi Arabia Pakistan Russia Turkey
Operator
Penetration
37.5% 21.5% 15.0% 10.5% 9.5% 11.7% 12.9% 19.8% 11.1% 8.4% 10.6%
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CONTENTS
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RBT
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Consumer perception
An altruistic service, self-experience is not good l Non-functional service, dispensable
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Network support
Which technical solution? l How to integrate with other subsystem?
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Content
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Quantity
Quality l Type
Service tariff
Tariff structure l How much for each part?
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SIMPLE Experience $ Simple, Interesting Propagandize RBT Concept
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CROSS CHASM Attract Subscriber More subscriber more revenue
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PROFIT Increase RBT ARPU high RBT changing rate, low churn rate
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WIRELESS MUSIC Expand RBT to wireless music, develop related content service
Trial phase
Initial phase
Growing phase
Mature phase
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Brand
Access
CP/SP
" Collect & analyze customers appeals " Help customers resolve problems
Customer care
Revenue
Tariff
Access
Promotion
Advertising
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It s cool to let anyone calling you hear the song or special message, instead of traditional one. The !MORE" Songs you change, The !MORE" inin-trend you are..
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Key Message
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Waiting is more fun if you use Calling Melody Calling Melody are for everyone.
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Prioritize pop music and natural sounds Few quantity Simple to use: Basic content browsing & setting features
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Increase quantity. Focus on Pop music and interesting human voice Content package: music box
Research content requirement: Special RBT for Special You Content push: Based on consumer behavior analysis RBT Workshop to encourage DIY
Trial phase
Initial phase
Growing phase
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78%
Browsing Fee
18% 4%
Monthly Fee
Most revenue comes from Monthly fee, while content fee has minimum impact on total revenue l IVR fee for content browsing is considerable
Principle: l Share most content revenue with SP/CP. (CMCC:SP/CP = 15%:85%) l Keep the mainstream (monthly fee & IVR fee) of revenue.
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A sound & impressive brand helps leading operator to screen follower An elegant brand helps to materialize this intangible service and improve customers perceive
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CONTENTS
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RBT
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HLR identifies the called party as CRBT subscriber and transfers the CRBT mark (SS_CODE) to MSC
HLR
Call established
Phone picked up
T_MSC
O_MSC
O_MSC initiates another call leg to CRBT platform who will play the CRBT
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User Profile
Content File
IN
Billing
Web Interface
Service management for customer care Service and resource management for system administrator content management for content provider SNMP User Profile Content library
Mediation/ CRM
GUI
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SNMP
HTTP
HTTP
FTP
SMPP
Real-time
IRAQ
IP Portal
User Profile
Content library
E1 ISUP WAN
MSC
MSC
MSC
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Multiple end user accesses: WEB/IVR/SMS System/CP/customer care WEB portal Setting RBT based on date/time/week/duration Setting RBT based on caller/caller group Mixture RBT RBT copy RBT content/service present ##
IRAQ
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CONTENTS
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RBT
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First domestic RBT system launched in China Mobile Shanghai in May, 2003 Five months later, first overseas RBT system launched in AIS, Thailand In less than three years#
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Worldwide Application
Russia Ukraine Romania Moldova Mongolia Bulgaria Portugal Uzbekistan Turkey Syria Tajikistan Morocco China Jordan Kuweit Afghanistan Algeria Libia Iran Pakistan Bhutan Mali Bangladesh Saudi Arabia Hong Kong Senegal Sudan Vietnam Benin India Gambia Togo Yemen Laos Philippines Liberia Thailand Ghana Nigeria Cote d'Ivoire Sri Lanka Cambodia CameroonUganda Equatorial Indonesia Guinea Congo Tanzania Madagascar Mauritius
Mexico
Dominica
Botswana Swaziland
" Huawei RBT is serving for 1/2 top 10 operators and 1/3 top 50 operators. " Huawei has provided RBT platform for more than 200 operators over 70 countries since 2003. " More than 421 million users and the whole capacity exceeds 529 million. " 5 years experience help you achieve success of RBT marketing just in 1 step.
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IN
China Mobile China Unicom Bengal TMIB Russia MTS Singapore Singtel Saudi Arabia STC Nigeria Starcomm
China CMCC China Telecom Thailand AIS China Unicom Colombia Movistar Brazil OI British BT Ethiopia ETC
CRBT
India TTSL Thailand TRUE Philippine sun cellular Madagascar Orange Guinea SOTELGUI Kampuchea CAMGSM China Mobile China Unicom
Syria Syriatel
SMS
Thailand AIS UAE ETISALAT China Mobile China Unicom Tanzania Mobitel
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All these operators believes RBT will make a fortune for them and they finally found that selecting a right vendor is the key issue to make them going forward!
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Ensures continuous future roadmap evolvement and development Minimize risks with rich implementation experiences Share the business experience of many successful cases around globe
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Roadmap
Normal RBT
CRBT
RBT Evolution
Digital Music
Digital Media
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Thank You
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