Mwc11 Daily Day1 LR

COVERING THE MOBILE WORLD CONGRESS 2011
MONDAY 14TH FEBRUARY

ANALYSIS: LTE
WIRELESS INTELLIGENCE PREDICTS LTE WILL
ACCOUNT FOR 4% OF THE WORLDS MOBILE
CONNECTIONS BY 2015 PAGE 22
MOBILE WORLD CAPITAL
THE SHOW DAILY EXCLUSIVELY INTERVIEWS
REPRESENTATIVES FROM BARCELONA, MILAN,
MUNICH AND PARIS AS THEY AIM TO BECOME HOME
TO THE MOBILE INDUSTRY PAGES 34-35 F
E
A
T
U
R
E
S
IN THIS ISSUE r
Embedded SIM
plans submitted to
standards body
DEVICES EXPECTED TO
APPEAR IN 2012 PAGE 4
Samsung updates
Galaxy S, tablet
devices
SOUTH KOREAN VENDOR
STRENGTHENS PORTFOLIO
PAGE 4
Telefonica
launches cross-
platform service
FRIGO TO GO LIVE IN SEVEN
TERRITORIES LATER THIS
YEAR PAGE 7
GSMA hails strong
growth in HSPA
mobile broadband
HSPA CONNECTIONS HAVE
SURPASSED 400 MILLION,
WITH 17 MILLION
CONNECTIONS ADDED EACH
MONTH PAGE 12
1 Monday 14th February MOBILE WORLD CONGRESS DAILY 2011 | www.mobileworldcongress.com
m.o.ve your network
Discover m.o.ve
Stand 8-A70
Mobile World Congress
cisco.com/go/move
Seamless Mobility with
tablets, phones and more
By Richard Handford
S
ony Ericsson last night
unveiled the much-anticipated
Xperia Play (pictured) aka the
PlayStation phone - ahead of its
launch next month in selected
European and Asian markets. A
CDMA version of the new handset
will go on sale in the US with Verizon
Wireless in the spring, a major boost
for Sony Ericsson in the States.
The details of the Android-based
device, which have been much
leaked in the run up to this weeks
show, include: a slideout gaming
keyboard featuring a digital D pad,
a second pad featuring the
distinctive PlayStation buttons, two
analogue touch pads and two
shoulder buttons. Qualcomms
Snapdragon processor has been
optimised for gaming on the new
handset, which also features a four-
inch screen.
The vendor also announced two
other Android handsets: the Xperia
pro, which features a Qwerty
keyboard, and the Xperia neo, a
more mid-range smartphone than
the high-end Xperia arc, which the
company announced last month
and showed off yesterday. All new
handsets, including the Xperia
Play, are based on version 2.3 of
the Android OS, also known as
Gingerbread.
Less expected than the
announcement of the Xperia Play
was the news that the first operator
to sell the handset in the US will be
Verizon Wireless. As one of the
countrys two leading operators,
along with AT&T Wireless, getting
Verizon Wireless support should
give sales of the Xperia Play a big lift
in the country. It will be the first
Sony Ericsson handset sold by
Verizon Wireless for some years.
The vendor did not reveal the
names of the handsets launch
operators in Europe and Asia.
Sony Ericsson
announces PlayStation
phone; gets US boost
By Paul Rasmussen
T
he CEO of Ericsson, Hans
Vestberg (pictured), has
cautioned that providing
coverage in urban areas will
become the biggest challenge
facing the industry.
With the company being keen
to promote the concept of the
network society where
everything that can be connected
will be Vestberg believes that
networks will become a key
differentiator for operators.
Cont. on P4
f
Ericsson CEO:
Solving urban
capacity is key
issue
By Matt Ablott
N
okias decision to opt for
Microsofts Windows Phone
7 (WP7) platform as its
primary smartphone OS, rather than
Android, was prompted by a desire
to avoid a duopoly in the mobile
industry between Google/Nokia
and Apple, CEO Stephen Elop told
reporters at a press conference in
Barcelona last night. Elop said that
the Finnish handset giant had been
suited by both Google (Android)
and Microsoft in the weeks leading
up to last Fridays announcement.
A decision to swing to Android
would have tilted the mobile
ecosystem in the direction of a
duopoly, but we wanted to create a
challenger,he said.
Elop noted that the new
partnership will initially operate as a
straightforward licensing deal, which
will see Nokia pay Microsoft a fee to
use its software. But he also talked up
the significant value transfer in
financial terms that would come
Nokias way as a result of reduced
operating expenses and new
revenue streams, such as access to
Microsofts search and advertising
capabilities. This financial
contribution would be in the
billions not the millions,Elop said.
Nokia was unable to give a firm
timeframe on when its first WP7
phone would appear but it is hopeful
for a launch before year end. Elop was
joined on stage by senior VP Jo Harlow,
who said that investment in Symbian
would continue at least in the short
term prior to a carefully managed
transition to WP7. However, there
was little mention on MeeGo - Nokias
high-end OS with Intel aside from
the fact that the first MeeGo phone is
also due later this year and that
MeeGo will form part of Nokias next-
generation platform strategy.
Nokias deal to use Microsofts
Windows Phone 7 as its main
smartphone platform was announced
on Friday and is set to dominate
debate at Congress this week. The two
firms are positioning the alliance as the
third major smartphone ecosystem
alongside Apples iOS and the Android
community. The deal will also see
many of their service offerings - such
as Nokias Ovi maps and Microsofts
Bing search engine pooled together,
while Nokias apps store (Ovi) is to
be rolled into WP7s Marketplace.
The deal was seen as a positive for
Microsoft, which is set to benefit
hugely from the support for WP7 by
the worlds largest handset vendor.
However, the news was less well
received at Nokia, where some
employees on Friday even staged a
protest at a plant in Finland dedicated
to the Symbian platform. Investors
appeared equally worried about the
wisdom of the Microsoft deal from
Nokias point of view, sending shares
in the Finnish firm down almost 15
percent in trading Friday.
Nokia
admits it
rejected
Android
MWC11 Daily DAY1_DAY1 13/02/2011 19:13 Page 1
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By Steve Costello
S
amsung last night announced
two additions to its Android
device portfolio, with an
update to its Galaxy S flagship
smartphone and a new tablet
device that is closer in positioning
to Apples iPad than Samsungs
existing Galaxy Tab.
A number of incremental
upgrades have been made for the
Galaxy S II. It has a 4.3 super
AMOLED screen, compared with
4for the Galaxy S, but in terms of
physical size the handset is
comparable with its predecessor. It
is also slimline, being just 8.5mm
deep the existing Galaxy S is
closer to 10mm. It has a 1GHz
dual-core processor, compared
with a 1GHz single core chip in the
Galaxy S, and runs the latest
Android Gingerbread platform.
A new addition to the HSPA+
device is NFC support, enabling
contactless transactions and
interactions. While to-date NFC has
been something of a niche technology,
it has been used in devices such as
Googles (Samsung-made) Nexus S,
and is believed to be gaining support
from vendors including Nokia, Apple,
LG and Research In Motion.
Operators including Orange, Softbank
and China Unicom are also working
with the technology.
Launched in June 2010, Samsung
sold more than 10 million Galaxy S
devices before the end of the year,
making the company something of
a standard bearer for Android.
During 2010 the company ended
its support for the ailing Symbian
OS smartphone platform, but it is
also currently offering devices
powered by its own Bada platform
and Microsofts Windows Phone 7.
YH Lee, Vice President of Mobile
Marketing for Samsung, told Show
Daily that while we are proactive in
the Android domain, we believe that in
the long term Bada will be a significant
portion of our portfolio. Samsung
shipped five million of its Bada-
powered Wave family devices in 2010.
YH Lee was less forthcoming
about the fledgling WP7 portfolio,
citing commercial confidentiality:
We will have to wait and see how
[WP7] is being perceived by the
market, she said prior to the
news that Nokia has now aligned
its smart device strategy with the
Microsoft platform.
Samsung also unveiled the
Galaxy Tab 10.1, with the figures
referring to the screen size, which
is the vendors second product in
this market, following the earlier
7-screen Galaxy Tab. As with the
first product, Vodafone Group has
been named as a partner, with
Patrick Chomet, Group Director of
Terminals, stating that Vodafone
customers in over 20 markets
around the world will be the first to
get the Galaxy Tab 10.1 when it
goes on sale this spring.
The new device is based on the
Honeycomb incarnation of the
Android platform, which is
designed specifically for tablets. This
also means that it is possible to
deliver a device without the need for
buttons on the front casing, giving a
sleeker design. It is powered by a
dual-core 1GHz processor.
Samsung also announced efforts
to improve the business credentials
of its Android devices. In an
interview with Show Daily ahead of
the product launches, Eric Moon,
director of Enterprise Mobility at
Samsung, said that due to the
growing cross-over between
personal and business devices, to
be successful with consumers, we
need to get the basics for the
enterprise right. Based on current
implementation, it has been quite
challenging for corporate decision
makers to embrace Android.
NEWS IN BRIEF... r
Investment group
acquires AIRCOM
Network planning and
optimisation services
provider AIRCOM has been
acquired by H.I.G. Europe,
the European arm of global
private equity investment
firm H.I.G. Capital. AIRCOM
is forecast to deliver more
than 90m in revenues in
its current financial year to
2 June.
Conferencing for
mobiles
The next generation of
conferencing solutions for
mobile phones and tablets
from Movius Interactive
provides network operators
with advanced and user-
friendly video and audio
options to suit business
customers with equipment
ranging from the latest
4G/LTE-ready devices to
standard handsets. The
solution is browser-based,
does not require any client to
be installed on the device and
has a charging-enabled feature
to address the needs of
prepaid users.
Low cost, low
power GSM
ViaSat and RascomStar-QAF
have launched a portable,
GSM cellular system,
powered by solar panels and
including integrated satellite
backhaul, which can quickly
extend an operators
infrastructure or create a new
greenfield network. Using a
distributed software
architecture, the low-
bandwidth, low-power remote
infrastructure equips mobile
operators to deliver profitable
and sustainable voice,
messaging and data services
to low ARPU communities.
LTE eNodeB demo
Interphase, Mindspeed
Technologies, Continuous
Computing and Ixia are
demonstrating a live LTE
eNodeB. The Interphase LTE
eNodeB module, the single
card base station in the demo
system, employs Mindspeeds
Transcede system-on-chip
(SoC) 3G/4G/LTE baseband
processor. The LTE eNodeB
module also includes the
Trillium LTE software stack
from Continuous Computing.
The live demonstration is
supported by Ixias Catapult
user equipment (UE)
emulation that generates the
multiplay traffic for the
demonstration and for lab
development work.
By Matt Ablott
E
fforts to set an industry
standard for embedded SIM
technology have moved
forward with the first results of a
dedicated task force due to submit
its findings to ETSI, the telecoms
standards body, later this month.
The GSMA-backed group included
input from a number of
international operators.
The project aims to develop a
worldwide standard that will allow
the remote management of SIMs,
effectively removing the need for a
physical card and allowing SIMs to
be embedded into many different
types of devices. Moreover, the
technology could potentially
trigger a major shift in the
traditional operator business
model, as it will allow customers to
switch between different networks
using the same SIM.
Devices featuring the new SIM
activation capability are expected to
appear in 2012. In the case of
devices that use traditional SIMs
(such as handsets), the GSMA said
that embedded SIMs will be initially
used in tandem with a physical card
and would remain as a physical
entity. However, they will also be
embedded in devices where they
cannot be removed, making them
suited to machine-to-machine
(M2M) services and for connected
consumer electronic devices such as
cameras and music players.
By creating a standardised
embedded SIM, we will drive global
momentum for new, innovative and
cost-effective connected devices that
will enhance everyday lives, said
GSMA CTO Alex Sinclair. This is
important because industry
fragmentation can greatly hinder the
advancement of mobile technology
to the detriment of our industry and
users all over the world.
The operator-led embedded SIM
initiative is progressing amid
rumours of similar developments
elsewhere in the industry.
Unconfirmed reports late last year
suggested Apple was working on
new iPhone software that would
allow users to define their own
network settings and freely switch
between networks, effectively
removing the operator from the
value chain. This news prompted a
fierce response from the mobile
operator community, which
reportedly threatened to suspend
iPhone subsidies if Apple went
through with its plans, forcing the
iPhone-maker to re-consider.
Embedded SIM plans
submitted to standards body
YOUR TWEETS... r
Hola Barcelona! Hola Mobile
World Congress! And Ol to
the 7 busiest days of this year
@tiaheidi
My first Mobile World
Congress and I'm in awe.
We're all busy setting up.
This requires a ton of juice.
#mwc11
@RunningDigital
easy drive from the south of
France to Barcelona via la
costa brava. Now bring on
#MWC11 ..!
@jossgillet
One iPad, one laptop, three
phones, one nagra two
microphones, assorted
adaptors and chargers...know
I've forgotten something
@ruskin147
Argh... The geeks must be in
town! The Yoigo network is
already underperforming
after it worked so well the
past 2 days! #MWC11
@arnehess
Packing for trip to Barcelona,
anyone wants guys from a VC
firm focusing solely on mobile
to check out their product
tweet me! #MWC
@Joe
Nice! I have Mobile World
Congress TV on Channel 8 in
my hotel! #mwc11
@khlo
am convinced that while I
still don't need an iPhone, I
need an Android phone. Good
place to make up my mind is
here at #MWC11
@giannicatalfamo
Send your tweets to
@ShowDaily or use
hashtag #MWC11
Samsung updates
Galaxy S, tablet devices
Tweet
@ShowDaily
NEWS
j
Ericsson Cont. from P1
The networks speed will be
there, but the challenge will be
urban locations where we see a
requirement for heterogeneous
networks. These will need to work
in a different way from today and be
dimensioned differently, said the
CEO. We will be announcing
products today that go towards
solving this issue.
Part of the solution involves
smaller and smarter sites that are
capable of being self-
dimensioning, claims Vestberg, as
well as the need for operators to
divide data services into premium
and non-premium services. For
example, there will be devices
that need an SMS every quarter
and then a fire-fighter that
will require a live video stream
using LTE. But operators should
look at capturing the whole
span of this market.
Perhaps aware of becoming
complacent, Vestberg told Show
Daily: We need to re-invent
ourselves to support the operators in
building the network society this
will be their greatest opportunity.
APPS NEWS
OPINION PIECE r
By Steve Costello
T
here can be little doubt that consumer choice in the app
industry is increasing sharply. While absolute figures are few
and far between, the number of titles available for Apples App
Store and Android Market are in six figures, Ovi Store (as it stands)
has passed the 30,000 mark, and there are nearly 20,000 titles
available for BlackBerry App World. Independent store GetJar offers
more than 75,000 products, and there is any number of operator
portals offering products.
But several stories from the last few weeks indicate that quantity
clearly does not equate to quality. For example, a UK survey found that
three of the most downloaded generic barcode scanning apps only
achieved a 9 percent hit-rate for accurate results. And even the big
names are not immune from problems: it was reported that Yahoo was
responsible for a WP7 app which sent large amounts of data
surreptitiously, eating into customers inclusive allowances.
While the mobile app industry has grown sharply during the last
couple of years, this has largely been driven by early adopters who may
be prepared to put up with some teething troubles. A blog post earlier
this month even suggested that it is better to get error reports from
the public if you can't test for yourself. For the industry to continue
growing, apps really need to become a mass-market proposition,
delivering a polished user experience without the rough edges that are
currently in evidence without the expectation that customers will be
happy as beta testers.
Due to the complexities of the industry, there are obviously a number
of factors at play. For example, many apps require access to third-party
information via open APIs such as is the case for the barcode scanning
apps, or any number of public transport-related apps. Indeed, I was at
an event late last year where a speaker criticised a third-party, London
Underground-related app for its inaccuracy, when this is actually a
factor beyond the control of the developer. But to the user, the effect is
the same: the app is inaccurate, and therefore its value is impaired.
The same is true in the case of the Yahoo/WP7 app. A product from
the supposedly trusted brands was created undoubtedly without any
intention of malice in an inefficient way, causing data use beyond
what a user would reasonably expect. With operators moving away
from unmetered packages in favour of tariffs where prices are more
closely aligned with use, the concept of bill shock again rears its ugly
head only on this occasion, without the user being to blame.
And there has also been an ongoing rumbling about apps and privacy,
which could become a storm should there be a significant privacy breach
that is attributable to apps in the near future and creating doubt in the
minds of potential buyers if picked up by mass-market media.
Last year, Ilja Laurs, founder and CEO of GetJar, spoke to our
Mobile Apps Briefing news service about the Apps Cocktail needed to
drive success in the mass market (adoption of data plans, ease of
purchase and installation, handset compatibility, and so-on). It is
arguable that an improvement in the quality of the apps available
could contribute to this significantly, in providing a high-quality user
experience for customers.
While it is far from perfect, Apple has undoubtedly done the best to
create a polished app-buying experience, aided in no small part by its
end-to-end control of the ecosystem. Its app approval policy does at
least ensure that products do what they are intended to, and its
integration with iTunes provides a seamless purchase experience for
users. Perhaps it is time for others to focus more on the quality of the
products offered than the absolute numbers, in order to deliver an
application experience that is ready for primetime.
Getting it right:
Quality, not quantity
We oer comp|ete Aud|o, Connect|v|ty and Locat|on p|atorms
that de||ver ground-break|ng unct|ona||ty, perormance
and va|ue to our customers.
Connect w|th us |n Ha|| , Booth E5
or v|s|t our web s|te at www.csr.com

By Vaughan OGrady
L
ast years GSMA Mobile
World Congress saw the
unveiling of Adobe
Integrated Runtime (AIR) on
mobile devices and Adobes
announcement that a beta of its
Flash Player 10.1 app was to be
made available to content providers
and mobile developers worldwide.
As Anup Murarka, Adobes
director of product marketing,
Flash Platform, notes, things have
moved quickly in the intervening
12 months. With more than six
million downloads of Flash Player,
he says, its consistently been,
since it was made available, one of
the top five free downloads in the
Android Market.
An initial forecast that roughly five
percent of smartphones sold in 2010
would support Flash has proved way
out: the final figure is closer to 12 per
cent. For 2011 the projection is that
36 percent of all smartphones sold
more than 130 million units
will support Flash Player software.
More than 40 smartphone models
are expected to ship with Flash
Player in the first half of 2011 alone
(and more than 50 tablet models
over the whole year).
And Flash 10.2 is being showcased
at Mobile World Congress this year.
It will be available in the desktop
initially. Then, as we release it to all
of our OEMs in source code, itll be
integrated into their devices in the
coming weeks and months, says
Murarka. The new release includes
support for Stage Video, which
delivers improved video
performance through optimising
hardware acceleration on mobile
devices, desktops and TVs and, says
Adobe, significantly reduces
processor and memory usage.
As for AIR, Murarka says:
Developers that use AIR are now
able to deploy an application to 84
million smartphones and tablets
worldwide, adding, weve seen
well over a million downloads of
the runtime itself.
AIR apps already available
include games, enterprise
collaboration and social media apps,
and, says Murarka, We expect a lot
of growth on the application side
because of the upcoming PlayBook
and Android tablet launches.
And if you fancy browsing, not
through websites but magazines,
the company is announcing that its
Digital Publishing Suite will bring
with it a Content Viewer for
Android tablets and with that,
says Murarka, will come magazines
like WIRED and the New Yorker
and others, we hope, very quickly
to the Android platform as well.
The Congress will also coincide
with the first phase of the companys
commitment to respond to concerns
about performance and battery life
by publishing a methodology and a
set of test assets that will allow
analysts and developers to see how
we measure our own performance
and battery tests for our runtimes.
Adobe showcases
new Flash release
By Steve Costello
M
obile apps attract almost
as much mobile device use
as messaging, and exceed
the totals for voice calls and web
browsing, according to a January
2011 survey by Zokem Research.
According to the study,
commissioned by Wireless
Intelligence, the research arm of the
GSMA, mobile apps are responsible
for 667 minutes of use per user each
month, almost as much as
messaging (671 minutes), and far
more than voice (531 minutes) and
web browsing (422 minutes).
The research revealed some
interesting distinctions between apps
pre-installed before shipment and
apps downloaded by the users. User-
added apps dominated in categories
such as entertainment (including
gaming) and social networking. For
commodity functionality such as
browsing, messaging and voice,
people are more likely to use the pre-
installed software.
Add-on apps made up to 20
percent of total face time, but
accounted for 30 percent of data
traffic. Social networking represented
32 percent of total traffic with
multimedia being the biggest chunk
of mobile data usage at 57 percent.
Almost 10 percent of all
smartphone face time is through
the use of social networking apps.
In terms of actual usage, only two
third-party apps have greater than
30 percent penetration: Facebook
and YouTube.
The research also noted
differences between the major
smartphone platforms. iPhone and
Android device owners use an
average of 15 different apps per
month, whereas the number is
eight for BlackBerry and Symbian
OS. iTunes and Android Market
have a monthly reach of 95 percent
of their user bases, whereas
Blackberry App World reaches 50
percent of Blackberry users, and
Nokia Ovi store only 26 percent of
Symbian device owners.
During January 2011, the average
user added 2.5 apps, and nearly half
of all users had more at the end of
the month than in the beginning.
One-in-five users had less at the
end of the period, however.
iPhones generated more than
200 percent more traffic per month
on average than Android devices.
Wi-Fi usage was about 11 percent
of total traffic to/from devices.
Overall smartphone usage
dropped at weekends but generally
averaged more than 70 minutes per
day with apps capturing more face
time than any other activity at
weekends.
The findings showed that SMS
usage was higher in the mornings
than voice and usage of social
networking apps built up through
the day and peaked at 9-10pm.
Apps use second only
to mobile messaging
APPS NEWS
APPS NEWS
IN BRIEF... r
Gemalto
integrates
Facebook app
with SIMs
Gemalto announced Facebook
for SIM, which has a Facebook
app embedded into a SIM card
to deliver compatibility with
100 percent of SIM-
compliant mobile phones.
The app works via SMS,
meaning no data contract is
needed. A subscription model
comes into play after a free
introductory trial.
Google offers
MWC heat app
Google and ad agency Jung
von Matt Stockholm have
developed a Heat MWC app
for Congress, which will show
anonymous heat signatures of
other delegates on a map, in
order to identify the most
popular events and
destinations. It also enables
delegates to share
information, for example
sharing LinkedIn profile
details. The app can be
downloaded from Android
Market and Apples App Store.
By Ian Channing
T
elefonica has unveiled its new
multi-platform apps
environment which will be
launched in seven of its territories
later this year. Dubbed Frigo (the
commercial name will be revealed
when the first service goes live), the
new service will enable Telefonica
customers to access, manage and
enjoy apps on any mobile phone,
tablet, netbook, mobile PC or set-
top box TV.
Essentially Frigo is about
offering customers a multiplatform
opportunity to use their stuff
anywhere they want to,said Tanya
Field, director of Telefonicas
Mobile Data Group. We have been
working for a while on the concept
that customers dont have a
number of separate lives, they have
a joined-up life and when they
want to use content and services
they want to do it in a joined-up
fashion. We have created a space
for our customers to put the stuff
they want to use whether bought
from us or not. It is for them to
choose the stuff that is important
to them and to be able to port it
and use it across a number of
different platforms.
Frigo utilises Xiams
recommendations technology and
Colm Healy, vice president and
general manager of Xiam, describes
the aims of the Frigo project: One
of the key cornerstones of what
Telefonica is looking to do is to add
powerful usability features into the
service. One of these is looking to
help people find content more
quickly and more intuitively
through our recommendations
technology. So what we are doing
within Frigo is helping to identify
which of the available content,
offers and apps is most likely to
interest. What Telefonica is able to
uniquely bring to this space is the
ability to have an holistic view of the
consumer in a multiplatform way.
Whether you are changing device or
moving to a new service from
Telefonica, that service already
knows what your interests are.
Frigo works across a number of
operating systems including
Android, Windows Mobile, Java and
Symbian and is being launched this
year in Argentina, Brazil, Germany,
Ireland, Mexico, Spain and the UK.
In April, Telecom Italia will be the
first operator outside of the
Telefonica Group to launch the
service, giving its customers a one
stop shop to discover, purchase,
download, store, access and use a
huge array of applications and
services.
Frigo is fully integrated with aims
of the Wholesale Applications
Community (WAC) and uses
Qualcomms Xiam
recommendation engine to enable
Telefonica to provide customers
with content, services and offers
uniquely tailored to their individual
needs and interests across all of
their connected devices. Ericssons
Mobile Service Delivery Platform
(MSDP) solution powers Frigos
application store elements.
The launch of Frigo comes only
days after the formal unveiling of
Telefonicas BlueVia a group
wide initiative to build an app
developer community using
common network APIs and new
revenue-sharing business models.
Through BlueVia, Telefonica says
it is the first operator in the world
to share API transaction revenue
with app developers.
Telefonica launches cross-
platform Frigo service
By Steve Costello
S
uccessful mobile apps dont
lose sight of the basics, Alex
Musil, EVP of Product
Marketing at Shazam told Show
Daily ahead of his appearance at
the App Planet Forum this
morning.
People want responsive apps
that don't crash and "just work".
For example, you can tell when an
app has only been tested on Wi-Fi
and not in a real-world 3G
environment,he notes.
While the mobile app industry has
seen phenomenal growth in recent
years, there is currently something of
a shift in mindset toward how to
offer more compelling products
which take more advantage of the
capabilities offered by smartphones
and mobile networks.
Musil notes that there are a few
things great apps do better,
ranging from the initial user
experience to integration with
other apps and payment options.
This should be obvious from the
outset: They let people use the
app without having to jump
through registration or other
hoops; people understand their
value very quickly.
One feature common to the best
apps are intelligent use of push
notifications: Apps which add
value beyond the moment someone
thinks of tapping on the icon ... can
really drive engagement and
remind people an app is on their
phone. Another successful feature
is integration with Facebook and
Twitter. Each use case is different,
but there's a good chance some
aspect of an app can be made
social,he says.
Musil is adamant that apps need a
free option in order to attract users
in the first place. People want to try
before buying. There's far less
hesitation for someone to install
and try a free app at least once.
Smart apps are upfront where that
line is drawn and always provide
some minimum standalone value
for light usage without paying. They
then leverage in-app payment to
make it as easy as possible for users
to unlock the for-pay features.
One issue that is not set to go
away is fragmentation both
between different operating
systems, and with different versions
of platforms (for example targeting
smartphone or tablet devices).
Where and to what extent to
focus will always be a big decision
point for developers. Variety in
mobile platforms will always exist
given the volumes involved and the
motivations of various players in
the mobile market,Musil says.
Developers need to keenly
understand how the value of each
user differs across platforms and, in
some cases perhaps even devices,
and invest appropriately. The
benefits of innovation, driven by
competition between platform
vendors, now outweighs the costs
of fragmentation in my opinion.
There are clear platforms to focus
on and they will provide a
compelling market for developers
with manageable fragmentation.
Positively, there are tools
available to enable developers to
innovate. There are a ton of tools
and resources out there. The
platform vendors are continuously
innovating, there are third party
vendors who plug gaps in areas like
advertising and push platforms;
plus there are open source options
that can save time and effort,
Musil notes.
Axel Musil is speaking at the App
Planet Forum: Making Apps Smarter
session this morning at 11:00.
Shazam warns app
developers to
remember the basics
By Vaughan OGrady
T
he ticket machine in your
pocket app from Masabi was
designed for everyday mobile
phones but has benefited from the
boom in apps for smartphones. This
has, as Masabi CEO Ben Whitaker
tells Show Daily, woken up
manufacturers, mobile operators
and the general public to what a
mobile app is.
In this case its a free app that
offers UK overground train times.
However, if a customer wishes to
go further, he or she can use it to
buy a ticket and receive a code. The
customer then picks up the
physical ticket at a machine in a
railway station.
The system launched on the Nokia
N8, in association with an already
popular online booking and timing
brand (www.thetrainline.com). Now,
however, Whitaker says, Were on
the bulk of Nokias, Blackberry,
Android, LG, Samsung, Sony
Ericsson, HTC phones and shortly
iPhone as well.
The system has already proved
extremely popular with customers.
But the GSMA Mobile World
Congress will allow Masabi to
publicise the next phase of its
service: in partnership with Athos
Origin, one of the biggest systems
integrators in Europe, and Chiltern
Railways, a regional UK train
service, it plans an app that removes
physical tickets completely.
A free iPhone application will
provide passengers with details of
the cheapest prices and train times,
and then deliver a ticket as a 2D
barcode within the application.
Once Chiltern Railwayshigh-speed
bar code-enabled entry system is
up and running, says Whitaker, you
show the phone to the gate. Within
about a quarter of a second, its
scanned, decrypted, validated [the
barcode] and opened the gate. The
iPhone app will launch in the
spring, followed shortly by apps for
BlackBerry, Android, Nokia,
Samsung and Sony Ericsson.
And the Chiltern deal could
provide the right track to even more
far-flung destinations for the
company at Mobile World
Congress not just in rail but in
other forms of transport. Whitaker
says: Were here to find
international partners and
integrators who can help us to
export the technology.
Its an app that is clearly going
places in more ways than one. Its
not just virtual goods changing
hands, says Whitaker. This is
where the mobile is not the baby
internet. Its competing with the
real world.
Masabis
app is going
places
MOBILE DEVICES | TELECA
Andrew Till
CTO and Head of Solutions Development
Teleca

Buckle up for
life in the
mobile fast lane
T
he evolution of these all-purpose
devices has only just begun. Mobile
technology took a quantum leap in
2010, and the ripples will be felt in consumer
and business applications for years to come.
Innovations such as DLNA, dual-screen
technology and Near Field Communication
are set to radically change the way we use our
mobile devices.
Mobile devices are no longer stop-gap
measures that help us stay connected when
were away from our desktop computers. They
are becoming our preferred method for accessing
and controlling the information and media that
is integral to our quality of life. Research firms
such as Frost & Sullivan and Forrester are
predicting that by 2015, more people in the US
will own smartphones than personal computers.
The combination of growing consumer
preferences and major technological
advances will make 2011 a pivotal year for
mobile devices of all types and application
development. Lets look at some of the years
most influential trends.
TOTAL CONTROL IN THE PALM OF
YOUR HAND
The drive to develop greater compatibility and
content fluidity between consumer electronics,
handsets and personal computers is going to
turn mobile devices into sophisticated command
centers for your home entertainment setup.
Thanks to the work of the Digital Living
Network Alliance (DLNA), the barriers
preventing open communication between
consumer electronics, computers and mobile
devices are eroding. By developing a set of
compatibility standards that encourage seamless
interactivity between these components, DLNA
is setting the stage for a total convergence. Major
manufacturers such as Sony started releasing
DLNA-compliant products in 2009, and the
recent launch of Google TV has accelerated the
adoption of these standards across the board.
In a DLNA environment, every electronic
device can communicate, interact and share
media freely. For instance, you can transfer your
favorite TV shows from your television to your
tablet, upload holiday photos from your camera
to the TV, or download an album to your phone
and stream it through your home stereo.
The implications for mobile devices are
profound, as they turn into magic wands
weaving their magic over every aspect of our
digital lives, allowing us to effortlessly retrieve,
manage and direct complex media with
touchscreen or voice-activated commands.
Weve seen a tremendous increase in the
number of companies looking for software
that builds on DLNA capabilities. Consumers
are only just starting to develop an awareness
about this technology, and companies are
mobilizing quickly to be ready for the demand.
And demand is growing rapidly: a recent
report from In-Stat predicts that shipments of
DLNA-enabled devices will surpass a billion
units by 2014.
LIFES TOO BIG TO FIT ON ONE SCREEN
Another innovation that will change the way
we use our phones is the emerging dual-
screen or multi-screen technology.
Given our growing need to multitask and
access different data simultaneously, the
evolution from a single-screen display to
one that supports multiple visual outputs
was inevitable.
The ticker screenavailable in the Samsung
Continuum phone is one example of this
emerging trend. This narrow screen runs
along the bottom of the main screen and can
be controlled independently of it. The ticker
screen delivers access to a variety of news,
sports, entertainment and financial feeds as
well as social networking functionality.
Multi-screen functionality will enable mobile
platforms to extend to new market segments,
such as automotive, enabling use cases such as
managing a navigation system while controlling
in-vehicle entertainment. For example, a
console-mounted device with a split-screen
rear display allows drivers to track their route
uninterrupted while managing a playlist or
streaming media to the rear seat entertainment
system. Android and MeeGo platforms with
multi-screen displays are also being built into
new vehicles to provide this functionality.
Devices taken into the car such as phones
and tablets will also be able to seamlessly
integrate into the in car infotainment systems
further extending the range of displays
available. The automotive industry is on the
verge of a paradigm shift thanks to the ease in
which software, apps and information can be
downloaded into the vehicle. The GENIVI
alliance, supporting the delivery of an open and
globally consistent software platform based on
Linux for use by the whole car industry, will
quickly drive In-Vehicle Infotainment systems
forward at a spectacular rate.
A SINGLE TOUCH THAT DOES SO MUCH
Instead of merely providing Internet access
when were away from our PCs, our phones
are now helping us connect and interact with
the world immediately surrounding us.
Near Field Communications (NFC), provides
a way for devices within a few inches of one
another to exchange data freely. The possibilities
are exciting, and new applications are emerging
regularly. For instance, the recent collaboration
between Veriphone and PayPal is making it
possible for people to make payments by simply
bumping their device against the vendors.
Friends sharing a meal together can divide the
bill and pay their share by touching their devices
together, and someone buying a second-hand
bike on Craigslist can tap phones with the seller
and cycle home on their new purchase.
This is just a start, with NFC enabling a new
range of peer to peer data sharing applications
from micro finance to sharing gaming content
to changing the way that mobile marketing
works. The benefits are both for consumers and
businesses. Leveraging NFC technology can
significantly reduce transaction and queuing
times which are key for any business.
New operating systems such as Android's
Gingerbread release (2.3) come equipped
with NFC capabilities that enable contactless
money transfer, and let users touch their
device to stickers and posters embedded with
NFC chips in order to read information or
access related media.
NFC technology can ultimately eliminate
the need to carry a wallet. Within five years,
credit cards and cash could be obsolete for
many consumers.
In 2011, mobile will become our primary
touchpoint in a digital world. The trend has
been in motion for some time, but we may
look back on 2010 as the year that crystallized
the dominance of mobile devices in our lives.
As new technologies proliferate in the world
around us, smartphones are evolving to
become the preferred method of interpreting,
controlling and interacting with this
increasingly digital world.
Technologies such as DLNA and NFC are
incredibly powerful, yet within reach of
businesses of any size. Over the next few
years, the opportunities in the mobile space
are going to be truly limitless.
When the first cell phones hit the
market 25 years ago, no one could
have predicted the direction mobile
devices would take. The degree to
which todays consumers would use
smartphones, tablets and in-vehicle
devices to manage their social lives,
increase productivity and connect to
news and media would have been
unimaginable. And its about to get
much faster.
RESEARCH FIRMS SUCH
AS FROST & SULLIVAN
AND FORRESTER ARE
PREDICTING THAT BY 2015
MORE PEOPLE IN THE US
WILL OWN SMARTPHONES
THAN PERSONAL
COMPUTERS.
Engineering mobile solutions
Your destination for innovation

www.teleca.com

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By Justin Springham
T
he CFO of recently formed
Everything Everywhere the
joint venture between Orange
UK and T-Mobile UK believes that
2011 and beyond will see more and
more operators worldwide merge
with their domestic rivals.
In an interview with Show Daily
ahead of his presentation at
Congress on Thursday in the
Strategies For Growth (M&A)
session, Richard Moat attributed this
forecast to three key trends. First,
increased pressure on the top line
driven by regulatory action
(MTR/roaming reductions) and new
competition will encourage sub-
scale operators to consolidate in
order to compete more effectively
with market leaders; second, the
need to invest in new spectrum/next
generation networks will encourage
collaboration/ consolidation in order
to share risk; and, third, increasing
levels of synergies between fixed and
mobile infrastructure (eg Wi-Fi
offload) will drive collaboration and
consolidation.
Aside from these trends, Moat
believes the financial community is
also looking favourably on any
operators planning to hook up
together. Investors and analysts are
rewarding operators that are
pursuing in-country consolidation,
acknowledging both an improved
ability to compete along with the
opportunity for significant synergy
benefits, he said. He warned that
investors remain less-enthused
about operators using M&A to
drive footprint expansion into new
geographies, claiming that the
track record of telcos in delivering
value-accretive overseas
acquisitions is historically poor.
Officially formed in 2010,
Everything Everywhere is now the
new UK market leader in terms of
connections and has identified a
3.5 billion synergy target from
the merger. Moat says that although
both Orange and T-Mobile have
identified synergies across the
entire new business, the big ticket
items are the network and IT.
Last week Everything Everywhere
announced the launch of five trial
retail stores in the UK using its own
brand, having previously maintained
the separate retail identities of its
two parent companies. The six
month pilot will help to shape
Everything Everywheres ongoing
retail strategy, according to a
statement, and will also feature the
launch of dual-branded stores in the
coming months.
Everything Everywhere:
More ops will follow our lead
By Paul Rasmussen
T
he growing complexity of
smartphones has prompted
Orange to invest its R&D
resources into making them easier
to use. The company claims that
users want quicker and simpler
methods to interact with
smartphone apps, as well as
improved visualisation of some of
the handsets basic functions.
In an effort to meet this user
need Orange has unveiled
Gestures which enables one-
touch shortcut to apps, and Live
Wallpaper which presents key
functions of the handset using live
- or smart - wallpaper.
According to Julian Hubbard,
Homescreen design manager with
Orange Group, customers were
enthusiastic about smartphones but
found them too complicated. They
wanted the UI to be simplified, but
without any reduction in
functionality. They also didnt want
to keep opening and closing apps or
services throughout the day.
Orange Gestures includes 27
designs which can be assigned to
an action or application, such as
speed dialling or sending a text to a
specific contact. By simply stroking
across one of the Gesture symbols
the app or service is initiated
without any need to scroll, search or
click through multiple menu steps.
We have received hugely positive
feedback from trials of Gestures, and
it will become available in Q2 of this
year on Orange Android devices that
have the Signature home screen,
added Hubbard.
To also improve the display of
basic handset functions, the
company has announced Live
Wallpaper which uses photo-
realistic images to alert, for
example, the user to the state of the
handsets battery or that a new
message had been received.
Commenting on the planned
launch, Kevin Stagg, the product
manager for Oranges Signature
Discovery and Experience, said that,
for the first time, Orange Live
Wallpapers has taken the concept of
live wallpapers one step further by
integrating the functionality of a
specific application into a dynamic
wallpaper image, making them
much smarter than standard designs.
The images are stunning with
battery life being represented by a
flickering candle which melts as
power is consumed. Well be
launching six Live Wallpapers
starting in Q2.
Orange adds touch
to Android UI
Telstra
dismisses
consumer
femtocells
By Justin Springham
A
ustralias largest operator
Telstra has nixed the idea of
using consumer femtocells
as a way of coping with any future
capacity crunch, despite the fact it
is having to cope with a doubling in
data usage on its mobile network
every 12 months.
Speaking to Show Daily ahead of
his appearance on the Network
Breaking Point session tomorrow
afternoon, Telstra CTO Hugh
Bradlow claims that the coverage of
its Next G network (based on
HSPA+ technology) is such that
Telstra does not see the need to
deploy user-installed femtocells to
fill in gaps. Furthermore our
modelling has shown that the
economics of capacity offload
capability of user-installed
femtocells is questionable,
commented Bradlow. Laptops and
tablets generate by far the highest
data load per device and most of
these devices are already offloading
onto Wi-Fi.
Bradlow does not dismiss the
role of the operator-installed
femtocell though, adding that
along with repeater and microcell
solutions these femtocells have
potential to provide an economic,
localised coverage capability as
part of a managed network design
and rollout.
In recent years Telstra has been
something of a pioneer in the
deployment of high-speed data
networks. In December 2008 it
became the first operator to activate
HSPA+ technology on a live
network and exactly a year later
followed that up by launching the
industrys first Dual Channel-
HSPA+ network.
It is yet to finalise its deployment
plans for commercial LTE
technology, instead focusing on
trials while spectrum issues are
resolved. Indeed, Telstra is busy
lobbying for the auction of
spectrum in the 2.6GHz and
digital dividend 700MHz bands.
Bradlow is keen to stress that,
while LTE technology will help
operators manage the increasing
data traffic on mobile networks, it
is not in itself a panacea. While it
increases spectral efficiency it does
not do so by more than a few 10s
of percentage points, he warns.
Dealing with mobile network
capacity and performance will
require governments to continue
to release new spectrum on an
ongoing basis for many years into
the future.
ViewSonic Europe today
announced the ViewPad 4 tablet
device, featuring the latest version
of Googles Android Gingerbread
platform. It offers both phone and
tablet functionality in a Flash 10.1
enabled Android-based 4.1-inch
WVGA touch capacitive device. It
runs a Qualcomm MSM 8255
1GHz platform. The ViewPad 4 is
expected to be available for sale
after April 2011.
By Steve Costello
Q
tel is anticipating a
number of opportunities
for acquisitions in the year
ahead, which we will carefully
review and take a strategic decision
according to our strategic
priorities, Nasser Marafih, Group
CEO, told Show Daily.
The Qatar-based company has set
a target of becoming one of the top
20 telecoms companies by 2020. It is
focused on three geographic
markets - the Middle East and
North Africa (MENA); Asian
subcontinent and Southeast Asia
and three business lines consumer
mobile; consumer broadband and
corporate managed services.
In 2010, we focused on
investment in our existing asset
portfolio, achieving growth in our
markets, to capture the benefits of
our enlarged group, and we are
likely to continue that approach in
the near future. However, we
continue to review opportunities as
they present themselves and will
make investment decisions, based
on our target markets and on the
perceived benefits of the new
opportunities,Marafih said.
The company currently generates
more than 75 percent of its revenue
outside of Qatar, which has allowed
it to continue to grow even during
challenging global economic times
or challenging conditions within
some of the individual markets in
which we operate.He notes: We are
more diversified than most of our
regional competitors and, consistent
with our strategy, we continue to
look for ways to minimise business
risk through diversification both
from existing operations and new
opportunities, as appropriate.
Marafih noted that entertainment
is still an under-explored area in the
MENA and Asian markets, with
significant potential for
entertainment services in Arabic and
other indigenous languages to
support the local populations.
Mobile money services were also
identified as an opportunity,
including the significant potential to
create a remittance corridor using
the Qtel Groups positioning to
provide mobile money services
across a wide region.
While Qtels strategy is to offer
HSPA in all markets where it has
3G available, currently some of its
markets are 2G only. With regard to
LTE, Marafih said that at present
we are conducting extensive trials
and demonstrations before we roll
LTE out to the Group.
Once the trials are complete, our
general strategy would be to deploy
LTE for capacity relief using our
available spectrum bands, in some
case we may consider leapfrogging 2G
altogether depending if the market
had 3G capabilities already or not.
While Qtel has some WiMAX
activities through its wi-tribe business,
the future of wireless broadband,
whether 3G or WiMax, is evolving
towards LTE,Marafih concluded.
Qtel eyes
acquisitions in
top-20 drive
Tweet
@ShowDaily
NEWS
By Wang Tao,
President of Wireless Network,
Huawei
The universally well stated and acknowledged opportunities of mobile broadband (MBB)
ineluctably compel operators to escalate investments in strategy and planning. A majority
of this accelerated fiscal demand is simply to keep pace with the projected growth of
subscribers and their expectation. Long before a return on any MBB investment can be
considered, a parallel concern therefore becomes one of maintaining profitability. This
concern is compounded by two simple facts;
Lower ARPU represented in large part by the numbers of newly added and future new
subscribers worldwide.
Higher bandwidth requirements to meet the predicted 500 times increase in traffic
mandate expansion of bandwidth service to meet demand.
Unless addressed comprehensively from the outset, the challenges of lower profits and
debatable future ROI becomes may defeat even the most alluring opportunities presented by MBB.
To sustain operators profitability Huawei believes the first step in ensuring cost effective
development of any MBB network must be to secure and improve the Efficiencies of key
related assets: Sites, Spectrum, Pipelines, Subscribers and Staff. Building on Huaweis
converged network solution SingleRAN (introduced in 2009), 2011 sees the introduction of
our end-to-end Single Strategy; an optimal combination of ways to increase the Efficiencies
and maximize the values of operator assets across the board.
SITES: MAKING SEVERAL MILLION SITES CLOSER, GREENER, AND BROADER
As people become more concerned about private property rights and environmental protection,
sites are increasingly difficult to acquire. In many parts of the world, the cost of renting sites is
far higher than purchasing network equipment. Operators are therefore reluctant to construct
new sites, but they must still enhance and expand network coverage. They also want to retain
their existing sites by simplifying deployment and maintenance to reduce disturbance caused to
property owners. This has also posed new requirements for mobile networks.
Huaweis Single Strategy aims at making the sites Closer, Greener, and Broader.
Closer means to use Femto/Pico as a supplement to mobile networks, which can be
deployed in close proximity to subscribers and can give them easy access to applications.
Greener means to reduce site cost from end-to-end, including site rental, acquirement
and operation; yearly power consumption of sites through technological improvements; and
using technology such as IP microwave backhaul to enable wireless backhaul which
significantly reduces construction costs.
As data traffic surges, one site may face significant traffic increase. Huaweis Single
Strategy enables the deployment of a maximum of five bands and three modes in one
cabinet. This approach eliminates the need to construct new sites or to expand space, and
increased traffic can be easily managed. This is what we mean by Broader.
SPECTRUM: BROADBAND FREQUENCY REUSE
Scarcity of spectrum resources means that operators with the most spectrums will
ultimately gain the upper hand. Since the cost to acquire these resources is extremely high,
there has been considerable discussion about ways to effectively utilize spectrum assets
over recent years. The conclusions are simple. If the same spectrum can be used differently
by varied mobile technologies, or if existing spectrum can be reused, operators will
continue to enjoy greater returns and the spectrum assets will appreciate in value.
Huaweis Single Strategy increases the Efficiencies of spectrum assets in the following ways;
Multiple-Input Multiple-Output (MIMO) technology can be used to increase the
Efficiencies of a single spectrum. For example, Huawei has achieved 8T8R in Time
Division Duplex (TDD) and 4T4R in Frequency Division Duplex (FDD). Most of Huawei's
base station products are optimized to support MIMO, which single module can support
two transceivers.
Huaweis SingleRAN solution also enables the deployment of GSM/UMTS, UMTS/LTE and
GSM/LTE in the same band class. Huaweis advanced multi-frequency and multi-mode
Software Defined Radio (SDR) can be used to increase the Efficiencies of multiple
spectrums. In the future, portfolios of multiple technologies and multiple bands will be
made available.
SUBSCRIBERS: TAKING FIVE BILLION SUBSCRIBERS FORWARD
Subscribers are operators most valuable asset. As mobile networks rapidly evolve,
maintaining subscriber loyalty has become the biggest challenge that operators face when
upgrading their network. So smooth network evolution and improved user satisfaction is of
the most important issues that operators must address. Although data services are
developing rapidly, voice users also have a significant presence. Operators must not forget
that voice is still a core service. That is why Huawei continues to enhance voice service,
delivering crystal clear voice quality. We must ensure that, as subscribers move into an era
of rich communications with converged development of data and voice services, as well as
GSM/UMTS networks, user satisfaction and user loyalty must not be overlooked. This will
also be true as we migrate to Long Term Evolution (LTE), where high-quality seamless
connection will become a reality. Huaweis Single Strategy takes care of subscribers, quickly
responds to complaints, accurately locates the problems using historical records, and
improves the experience of subscribers.
PIPELINES: 3D SINGLE ALL-IP PIPE
Improving internal connections among mobile network elements, All-IP pipelines (backhaul
and backbone) inevitably become vital assets of MBB and represent the largest
infrastructure investment. Huaweis Single Strategy maximizes pipelines in 3 different
dimensions: Converging, Flattening and Evolving Huaweis 3D Single All-IP Pipe.
In the access layer, IP microwave seamlessly enables evolution. With the surge of All-IP in MBB,
data services will increase tremendously and GSM TDM services will continue for some time. IP
microwave solutions can also ensure smooth transition from TDM or Hybrid to Pure Packet.
In the aggregation layer, with an industrial 1st 300mm-depth mini EDGE router installed
in the outdoor cabinet, Huawei is able to help operators to deploy the end-to-end router-
based IP backhaul network from BSC/RNC/AGW to BTS/Node B/eNode B. The router-
based IP backhaul is able to provide Any Connection to UMTS/HSPA/LTE network with
flexible choices in pure static routing, hybrid routing and pure dynamic routing. This
minimizes IP backhaul investment and maximises the evolution of ALL-IP pipeline.
In the core layer, the IP & OTN synergy acts as a backbone solution, making the network
more reliable and efficient. The IP layer recognizes services and processes packet services
automatically and efficiently. The optical layer provides endless bandwidth and transports
mass data over thousands of kilometres.
STAFF: OPTIMIZING LABOUR RESOURCES
A huge workforce is important to operators, but this often means massive investment in
human resources, which puts great pressure on operators. To maximize the value of their
workforce, operators hope to avoid a sharp increase in workforce while enhancing network
performance and expanding network capacity. Under Huaweis Single Strategy, converged
management is introduced for equipment and site solutions for different technological
systems, as well as for the entire network. In this scenario, Operation and Maintenance
(O&M) personnel do not need to receive complicated training. Instead, they can be quickly
trained to perform complex end-to-end network maintenance jobs. This way, they can move
away from becoming equipment O&M personnel to O&M personnel who focus on user
experiences. Huaweis Single Strategy greatly lowers the OPEX and increases CAPEX
Efficiencies. With the help of convergent management and joint operation of
GSM/UMTS/LTE networks, operators can confidently overcome the MBB challenges.
In conclusion, Huaweis end-to-end Single Strategy has been designed to help operators
increase their asset Efficiencies in five aspects: site assets, spectrum assets, pipeline
assets, subscriber assets, and staff assets. It is an ideal solution for effectively meeting the
growing requirements of operators.
ADVERTORIAL
Huaweis
Single Strategy
Maximizing Operator Asset Values
12 Monday 14th February
Q&A r
What will be the main themes of your presentation?
In this new telecom decade, telcos have to transform to survive and they
are starting that journey. Transformation embraces many internal initiatives
(focus on revenues, margin, customer experience, cost cutting) and external
(merger/acquisition, network sharing).
In my presentation, I will share some examples of how we have helped
CSPs around the world transform in new and innovative ways to achieve
their business goals. These examples will include:
launching public cloud services at SFR
voice value added services outsourcing India
operations support systems transformation at DTAC Thailand
What are the biggest challenges operators are facing in the evolving
mobile industry?
We think the single biggest challenge facing operators over the medium term
is slowing growth. New revenues are going to over-the-top suppliers instead
of operators. Further, ARPU is dropping in established markets and growth
is slowing or stopping in emerging markets. Operators need to figure out how
to transform themselves for this new decade of stagnating growth.
What are the key developments in BSS/OSS that are enabling them to
address this?
Transformation spans many disciplines, and I wont just focus on OSS/BSS.
However, there are new initiatives towards customer focus and agility in BSS
and OSS, such as the DTAC example that I will share. These will help
operators keep customers and therefore keep them in a position to sell new
offers in adjacent markets and maintain margins.
Are operators currently well positioned to respond to the changing
environment, or is there some catching-up to be done?
We believe that operators need to transform for growth, by looking at their operating
environment, outsourcing and managed services options, business restructuring
and new business models. Ill share some examples in the presentation.
Are operators viewing BSS/OSS investments as an opportunity to drive
further service innovation?
Transforming BSS/OSS is critical to increase agility, improve customer focus
and reduce cost base. With these changes, service innovation can flourish
since time to market is not impaired by OSS/BSS and customer loyalty is
maintained. Further opex and some capex freed can be used for innovation.
What are the key considerations operators should make to ensure that their
systems are future-proof?
Any investment or change should be carefully thought out and consistent with
business and technical goals. In a high growth environment different rules
can be applied. As the high growth period for mobile comes to a close, more
focus needs to go on consistent enterprise processes, tools and
organisations. Further, operators can enhance agility for the future by
outsourcing non-core areas and building future change into the contract.
This minimises risk associated with change.
Operators have been criticised for being slow-moving. Is this a technology
issue, or a cultural/management one?
Large well-established companies will by definition be slower than nimble
upstarts, yet they have huge market power. We believe that operators still
have tremendous potential in their markets, but that they need to transform
across multiple axes to increase agility. So both of these areas need to be
addressed. In HP we talk about technology to business transformation, by
which we mean moving away from a pure technology focus in transformation
towards a broad business focus.
Marc Rotthier,
VP Sales WW, Communications and Media
Solutions, Enterprise Services, Hewlett Packard
Business Services
Symposium
Driving Innovation Across the Business Time: 11.00, Room 5
By Ken Wieland
S
uppliers of 800MHz LTE kit
appear to be exceeding
operator expectations in
Germany. We originally thought
equipment wouldnt become
available until the end of 2012, but
were now on course for
commercial launch this summer,
says Ren Schuster (pictured), CEO
of O2 Germany.
Speaking to Show Daily on the eve
of MWC, Schuster says the strong
push on 700MHz LTE in the US has
accelerated 800MHz development,
since the two frequency bands are
closely aligned. O2 Germany, owned
by Telefnica, is trialling 800MHz LTE
in two rural communities (Ebersberg
and Teutschenthal) using equipment
from Nokia Siemens Networks
(NSN) and Huawei. We hope to
make an announcement on our
800MHz supplier selection at MWC,
adds Schuster.
Germany is the first country in
Europe to make digital dividend
800MHz spectrum available for
mobile broadband. The auction,
which also included spectrum in
the 1.8GHz, 2GHz and 2.6GHz
frequency bands, was completed in
May last year. The regulator
imposed a condition on the three
800MHz licence winners, however.
That their rollout efforts combined
must result in broadband access to
90 percent of the countrys so-called
white spots rural areas where
there are currently no broadband
services available before they can
use their digital dividend spectrum
in urban areas.
The clause seems to have focused
the minds of the countrys 800MHz
operators. O2 Germany plans to roll
out LTE in up to 1,500 white spots this
year; Deutsche Telekom says it had
already deployed 500 LTE rural base
stations by the end of last year, with
more than 1,000 scheduled this year;
while Vodafone Germany was the first
to launch commercial 800MHz LTE
services in December 2010.
But is there a standalone white
spot business case, or is rural
800MHz rollout largely driven by
meeting the 90 percent target to
gain access to urban areas that are
potentially much more profitable?
There is a white spot business
case, but its a race and you have to
be there first,says Schuster. If you
arrive second, then its not so great.
Number three and its a disaster.
Schuster is prioritising 800MHz
over 2.6GHz for nationwide LTE,
since lower frequencies require
fewer base stations for the same
coverage area. And given that 3G in
Germany only covers 70 percent of
the population, the CEO now sees a
business case for nationwide
mobile broadband in using lower-
cost 800MHz LTE.
O2 Germany is also conducting
two city-based 2.6GHz LTE trials
one in Munich and one in Halle
using equipment from, again, NSN
and Huawei. Our suppliers of
2.6GHz equipment may not
necessarily be the same as
800MHz, adds Schuster. We
havent decided yet.
The 800MHz LTE race
heats up in Germany
P2i is touting a new technology that aims to protect smartphone screens
from liquid spillages. The company has launched its first Aridion processing
machine that applies an invisible nanoscopic polymer layer to fully-
assembled handsets using a special pulsed ionized gas (plasma), which is
created at room temperature within a vacuum chamber. The Aridion 400
claims to be able to treat up to 1,000 phones in a single process run.
Aridion protects screens
MOBILE WORLD CONGRESS DAILY 2011 | www.mobileworldcongress.com
By Matt Ablott
T
he GSMA published new
figures this morning
highlighting strong growth in
HSPA-based mobile broadband
over the last 12 months. According
to figures from Wireless Intelligence,
global HSPA connections have now
surpassed 400 million, with around
17 million new connections being
added each month, up from 9
million a year ago.
While many operators wait on
new LTE spectrum to be released,
the GSMA says that HSPA
continues to be the primary
technology for mobile broadband.
It notes that there are now 2,900
devices from 200 suppliers that
support HSPA and 341 live HSPA
networks across 132 countries
worldwide. There are also 76 live
deployments of HSPA+, the HSPA
upgrade capable of delivering
download speeds of up to 42Mb/s,
with a further 52 planned HSPA+
launches in the pipeline.
Over the past 12 months
operators around the world have
invested more than US$72 billion in
mobile broadband infrastructure
and network upgrades, driving
strong momentum for HSPA and
paving the way for LTE to gain real
traction,says Michael OHara, chief
marketing officer at the GSMA.
The GSMA has called for
governments to ensure that
suitable spectrum is released in a
timely and harmonised way in
order for LTE to replicate the
success of HSPA. Spectrum best
suited for LTE includes the 2.5-
2.6GHz band, which has been
identified globally by the ITU as
the 3G extension band, and the
so-called digital dividend
spectrum in the 700-800MHz
band, freed up from the switchover
to digital television.
Wireless Intelligence forecasts that
LTE connections will rise from 4.2
million across 24 countries by the end
of this year, to almost 300 million
connections in 55 countries by 2015.
The GSMA is using Congress this
week to showcase progress in
voice-over-LTE (VoLTE) via live
demos of the technology in
collaboration with US operator
Verizon, Alcatel-Lucent, Ericsson,
LG and Samsung. Verizon last week
claimed to have made the first
successful VoLTE call over a
commercial LTE network.
GSMA hails strong
growth in HSPA
mobile broadband
Some of the industrys major
players will be showcasing
embedded solutions at the
Embedded Mobile House (EMH) at
Congress this week. Situated in Suite
CY21 in the Courtyard, the EMH will
include examples of embedded
mobile technology in sectors such as
automotive, consumer electronics,
healthcare and utilities. Solutions
will be on show from the GSMA,
AT&T, Ericsson, IBM, KT,
Qualcomm and Vodafone.
Tweet
@ShowDaily
NEWS
ACCENTURE | MOBILE COMMERCE
Andy Zimmerman, Director, Mobility Services, Accenture
The Brave New
World of Mobile
Commerce
I
n a way, the transition of payments to
mobile commerce feels familiar. After all,
it wasnt that long ago that the swipe card
displaced cash and cheques as the preferred
method of payment. However, replacing the
swipe card with the mobile phone has more
significant consequences than simply
substituting one technology with another. In
our view, the addition of a mobile wallet to
the mobile phone will dramatically change
the way retailers promote their goods, and
the way customers buy them.
Retailers have had a long history of
developing their own currenciesin the form
of money-off coupons, gift cards and loyalty
programs. Up to now these alternative
currencies have co-existed with traditional
currencies (such as dollars, Euros, and Yuan)
but have stayed within their own domains.
At time of checkout, the retailers own
systems process alternative currencies, and a
financial processing company handles the
traditional currency transaction.
Once mobile phones routinely house mobile
wallets, retailers will have a strong incentive to
develop apps that more tightly link the two
currency domains. This is because retailers see
the mobile phone as a new medium for their
couponing and loyalty programmes and as a
new way to interact with their customers.
1
An Accenture study found strong
consumer support for making the mobile
phone a more integral part of the retailing
experience. While less than half have of these
consumers ever downloaded a coupon from a
PC, over three-fourths say they would like to
download coupons to their smartphones.
The majority also prefer the mobile phone
over live sales help when it comes to simple
tasks such as checking inventory.
Thinking ahead, it seems likely that the two
currency domains will start to blur. One of
the places where this is likely to happen first
is at checkout. Instead of keeping the
coupons and loyalty points separate from the
money transactions, the two forms of
currency will be addressed together when the
consumer bumps his or her mobile phone
against the point-of-sale device. This action
will set in motion a complex set of machine-
to-machine processes that search for and
redeem valid coupons and vouchers, manage
loyalty points, and deduct the remaining
payment from the digital wallet. While these
processes may involve significant compute
power across multiple networks, they will
seem seamless to the consumer, and take less
effort than the card swipe before it.
The shift of payment systems to the mobile
phone is also likely to stimulate the further
broadening of loyalty programmes into full
blown currencies. Airline frequent-flier
programmes have long encouraged
monetization of their points by allowing
members to use them to purchase other goods
and services. Last year Tam, the Brazilian
airline, spun off its points programme under
the name Multiplus. The company is now
expanding its reach by supporting alternative
currencies backed by a long list of Brazilian
retailers that includes filling stations, banks,
phone companies and even Walmart.
Consumers are now managing these
alternative currencies through their computers.
Once these apps migrate to the mobile phone
and begin to incorporate the mobile wallet, the
importance of alternative currencies will grow
in both scope and economic significance.
Over time, it is very possible that coupons,
loyalty points and other alternative currencies
will evolve into broadly accepted mediums of
exchange. For this to happen there must be
exchanges that enable consumers to trade
one form of currency for another. We are
already seeing early efforts in this direction.
For example, the Multiplus programme
establishes an exchange that allows
consumers to convert loyalty points among
participating merchants at fixed exchange
rates. A few third parties are now operating
exchanges where alternative currencies cam
be swapped for traditional currencies. For
example, sites such as sellmillage.com buy
and sell airline miles, and sites such as
plasticjungle.com make a market in gift cards.
While there are many legal and contractual
issues that have to be addressed before
alternative currencies become as fungible as
traditional currencies, the compute power of
the mobile phone makes it at least technically
feasible to move the exchange function into
the background where the transactions
involve little or no human intervention. This
would put all currencies, whether traditional
or alternative, on an equal footing.
While it is difficult to anticipate all the
twists and turns that mobile commerce will
take over the next few years, it is clear that it
will create both disruptions and
opportunities. Retailers will need to rethink
their couponing and loyalty programmes,
payment systems providers will need to
establish new alliances, and advertisers will
be challenged to develop mobile
communications programmes that influence
consumer behavior at the point of purchase.
Perhaps mobile operators have the most to
gain from mobile commerce. They are
currently exploring NFC and Digital Wallet
opportunities through alliances such as ISIS
in the US, the Six Packin the Netherlands,
and the Nice Pilot in France. These alliances
leverage operators mobile networking assets
to link participating retailers, payment
processors and banks. Going forward, mobile
operators will have an opportunity to add
additional value through their alliances with
handset makers, authentication capabilities,
and their own billing systems which are
highly robust and could even be used to
spawn operators own alternative currencies.
Suddenly, it is a new world. Mobile
operators, once far removed from the banking
and payment processing, are emerging as key
players in a disruptive payments industry that
has the potential to redefine the very notion
of what constitutes a currency.
1
Retailing in an Era of Mobility, Accenture, July 2010
When it comes to mobile commerce,
much of the die is already cast.
Handset makers are building NFC
chips into their smartphones, retailers
are planning their introduction of
next-generation point-of-sale
terminals, and banks and mobile
operators are forming alliances to
support digital wallets.
WHILE IT IS DIFFICULT TO
ANTICIPATE ALL THE
TWISTS AND TURNS THAT
MOBILE COMMERCE WILL
TAKE OVER THE NEXT FEW
YEARS, IT IS CLEAR THAT
IT WILL CREATE BOTH
DISRUPTIONS AND
OPPORTUNITIES
NEWS IN BRIEF... r
Boosting network
efficiency
A mobile traffic optimisation
solution from Seven claims to
cut the data consumption of
smartphones and other
mobile devices by up to 70
percent. Open Channel works
by monitoring all requests for
data made by mobile apps
and only connecting to the
network if new updates are
available. Seven also claims
an improvement in battery
life by up to 25 percent
without application or
network changes.
Funding for Bubble
Bubble (NI) is to receive a 35
percent funding share from
Invest Northern Ireland, as
part of an overall 250,000
R&D project. The fund will
support development of
mobile versions of the
companys SpeechBubble and
Safety Talks web-based
training solutions over the next
18 months. These are
designed for use with any
mobile operating system. The
project will also see the
development of a hollow app
that will enable SpeechBubble
to be used across a wide range
of cross-platform/multi-OS
mobile and tablet devices.
Mobile VSaaS
applications
EyeSpyFX has been selected
by three leading security
industry vendors to develop a
multi-platform range of
mobile video surveillance as
a service (VSaaS) solutions
for security scenarios. The
development agreements will
lead to the creation of a
multi-platform range of
mobile solutions for VSaaS
systems with VSaaS vendors,
Axis, Secure-i and IPeye.
Making your
presence known
Shhmooze is a new location-
based mobile app that allows
users to check into a
business event and broadcast
their presence to other
people, in order to link up
with like-minded individuals
quickly and easily. Using the
app enables individuals,
previously unknown to each
other to quickly connect at a
conference with the people
they need to talk to.
By Ian Channing
I
n response to the explosion in
data usage, mobile operators
worldwide are forecast to deploy
nearly 80,000 WCDMA base
stations in 2011 at an estimated cost
of US$5.6 billion. But, according to
calculations from Arieso, around 10
percent of that capex could be
wasted due to operators deploying
their new base stations in the
wrong places.
The problem for mobile
operators is that the data they
utilise to determine base station
locations is flawed. The network
measurement tools and techniques
deployed do not provide the
granular, timely data on network
performance they need to correctly
locate the base stations. Without
detailed information on congestion
hotspots and coverage holes,
locations for base stations are
inevitably chosen that do not yield
the intended performance. But
with precision information,
operators can accurately locate
base stations to ensure that capex
will provide maximum return on
their investment.
Every dollar counts. In an era
when average revenues are
declining and opex is rising,
operators must ensure their capex is
spent as wisely as possible, says
Michael Flanagan, CTO of Arieso.
Intuition, inaccurate information,
and guesswork simply do not
suffice. Operators must adopt a
new approach to network planning
and optimisation that uses timely,
accurate and precise data to make
critical investment decisions.
In fairness to the operators,
correctly locating base stations is a
tough job.
The position of base stations
relative to traffic density, and also
relative to each other, is critical in
order to provide the required
coverage and manage interference.
Unfortunately the current tools
used by operators such as high
level OSS statistics and drive
testing are inadequate and, in some
cases, may even worsen network
efficiency and the user experience.
Often the traditional approach has
meant that operators have risked
putting expensive base stations in
locations that do not deliver the
required performance.
According to Arieso, what is
needed to ensure that base
stations are correctly located for
maximum efficiency and
performance is actual customer
usage data which monitors the
real world impact of different
handsets in precise locations and
determines their effects on
network performance.
Arieso warns of
US$500M base
station wastage
By Richard Handford
Y
ahoo has announced
Livestand from Yahoo, which
the internet giant describes as
a tablet-based digital newsstand
that it plans to launch commercially
in the first half of 2011. The
company says the platform will be
available as a free app in both
Apples App Store and the Android
Market. Yahoo also wants to see it
pre-loaded on tablets for which it
will need to strike deals with
individual vendors. It has not
named any OEM partners.
The launch will be geared towards
those markets such as the US and
certain European countries where
tablets have been most popular.
Although initially targeted at tablets
as the most obvious form factor,
Yahoos platform could turn up on
mobile phones too in the future.
The company aims to take the
knowledge it has gleaned about users
from their PC-based usage of Yahoo
and share it with publishers and
advertisers who then target users
with personalised content delivered
to their tablets. Yahoo is also pushing
the idea that the more information a
user volunteers, the more tailored the
range of publications they receive via
the companys newsstand.
Users who download the
Livestand from the Yahoo app to their
tablet will have a platform for
consuming content offered by Yahoo
and its content partners. The
company did not offer any specific
names of content partners. It will start
by leveraging its own content in areas
such as sports, news and finance.
In an interview with Show Daily,
Irv Henderson, VP of product
management for Yahoo Mobile and
Connected Devices, resisted a
comparison with The Daily, the iPad-
only publication developed by News
International. He said Livestand from
Yahoo was working on a greater scale.
He also claimed its personalisation
meant it was a different concept from
a content store.
Over the last year we have been
working internally on rethinking
the digital canvas and how content
is presented and then six months
working on the specific concept,
said Henderson.
Yahoos CEO Carol Bartz, who
has talked recently of stepping up
the companys game in mobile and
reaching all manner of devices, is
expected to reveal more details
about Livestand during her keynote
appearance on Wednesday.
Yahoo set for launch
of digital newsstand
By Paul Rasmussen
H
aving conducted a trial of
femtocells over the past 12
months, Network Norway
has decided to commercially launch
the technology next month. The
company says it will be the first
operator in Scandinavia to offer
femtocells, with the initial target
being business users.
Our experience, from a
thorough user trial with NEC,
shows that our customers highly
value the quality of service
underpinned by femtocell
technology,says Network Norway
CEO, Arild Hustad.
The trial involved 100 self-
organising femtocells being
installed in a variety of business
locations around Norway. The
company said that the feedback
from the trial was very strong, with
more than two-thirds of those
involved refusing to return the NEC
femtocells, and demanding an
ongoing commercial service.
However, the company admitted
that it had experienced issues during
the trial with smartphones not
always correctly switching between
the femtocells and macro networks.
NEC explained this as a temporary
glitch that was fixed when the
femtocells were better optimised.
While the company will be
focusing on SMEs, Hustad admitted
he was considering entering the
consumer sector. There is growing
demand from consumers for this
type of technology.
Network
Norway first
with femtos
By Paul Rasmussen
W
ith enthusiasm building
for m-payments across
Europe, Orange is
claiming to be the first to announce
it will be deploying a new
generation of SIM cards and
handsets to enable mobile
contactless services.
The company says it has
extended its partnership with
Samsung to deliver an NFC-
enabled handset starting in the
second quarter of this year. The
Samsung Wave 578 phone will be
launched by Orange in Spain,
Poland and France, with wider
European deployment planned for
later this year.
The company says that the
Samsung phone will be the first of a
series of NFC-enabled handsets
that will include devices from LG
and Nokia, amongst others. Orange
forecasts that by the end of 2011
more than half of its new
smartphones will be enabled for
contactless services.
Commenting on the move, Anne
Bouverot, Oranges exec VP for
mobile services, says that the
company is spearheading the
third biggest revolution in the
mobile arena, after mobile voice
services and the explosion in
mobile data... Samsung provided
us with the Player One Cityzi
handset which enabled the Cityzi
service in Nice to become one of
the worlds first mass-market
commercial contactless services.
With the availability of new
NFC-enabled devices from
Samsung, and many more from our
other handset partners to come in
2011, we are moving closer to a
world in which we believe mobile
contactless services will soon
become the norm,she added.
The Cityzi trial has been running
in the city of Nice, France, since
May 2010. It involves 3,000
consumers and more than 1,000
local businesses equipped to
handle NFC payments.
Orange claims
European NFC
handset first
BYD COMPANY LIMITED (2D88) HAS
ASKED THAT WE POINT OUT THAT
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OF THE EXHIBITION CATALOGUE HAS
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ON PAGE 75 OF TODAYS EDITION OF
THE SHOW DAILY.
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NEWS
ADVERTORIAL
Smart Mobile
Broadband
Manage Your Bit Business
Unfortunately, these things are inevitable.
Some European tier 1 operators have had
their number of MBB ARPU of contract
users dropped by 10% in just one year and a
churn rate of up by 5%. Some operators
have even experienced a churn rate of up to
50%. It is clear that bandwidth investors
need to find a balance between providing
quality services and sustaining profit.
There is a significant pressure to expand
due to the MBBs growth. We see that
network congestion is often limited to five
to ten percent of cells at any given time.
This means overall bandwidth
management solutions will fail to improve
bandwidth performance because it is
possible to limit too much traffic even if
there is still available recourse in idle cells.
The truth is that operators are able to
control high traffic during peak hours by using
SMART MBB. This is because SMART MBB can be implemented in specific locations by
integrating current network usage, categories of the service and customers, and analyzing the
time factor. SMART MBB also put the policy on whole network. For example, while core
network limit some traffic in one congested cell, in where GSM radio capacity will be used for
UMTS because more UMTS traffic happened. In one commercial case, bandwidth was reduced
by 37.5% during peak hours by deploying SMART MBB.
With SMART MBB, operators will have smarter, more precise and effective ways of
optimizing hotspots and overall throughput and to guarantee satisfactory user experience.
The rapid penetration of iPhones and other smart phones are greatly and unexpectedly
affecting networks far beyond our imagination. In some networks, signaling has increased
5 fold in just one year, creating a big burden for operators. According to statistics, smart
only taking up 8% of the total amount of terminals while they are contributing to 55% of
total signaling.
Many always-on applications and push services are the main cause for signaling storm.
With optimized signaling flow and resource allocation, Smartphone solution can reduce
mobile phone signal loading by more than 20% and extend standby time of terminals by
40%. At the same time Smartphone solution will ensure voice signaling prior to data
signaling because voice still bring most revenue to operators. This allows operators to
reduce investment cost and improve user experience.
Video is also one of the main drivers of MBBs growth. In many networks, throughput of
video conferencing contributes to more than half of total data usage and increases CAGR by
150%. But there is a dilemma. Video is not
the most profitable service compared with
others. Its revenue per bit is as low as 2.5%
that of web browsing.
There are two alternate solutions video
speedup and offload. These solutions can
offload video throughput directly to the
internet. It can also cache hot contents at
different levels within the network and
improve user experience, saving operators
millions in settlement fee, investment and
resources.
With the SMART MBB network, operators
no longer need to constantly expand their
network and overcome high churn rates.
This is because the SMART MBB network
offers these two key advantages:
Maximize value per bit: Build value oriented
bandwidth investment model, expand
network and manage bandwidth with
intelligence and provide attractive package
and business models;
Improve user experience and loyalty:
Especially amongst VIP users with tiered
user management. Operators are able to
both meet user expectations and
maximizing bandwidth efficiency and usage;
Research in live network has also proved
that SMART network can improve network
efficiency by more than 20% at same user
satisfaction level.
End-to-end visibility is the foundation of the whole SMART network. Operators can
accurately determine actual user experiences, the usage of different kinds of services, and
the usage of network resources in a wireless network, bearer network and core network.
It allows operators to effectively explore the value and locate the bottleneck of the entire
MBB business.
A policy center will examine and analyze reports produced by SMART view. It will also
implement SMART solutions based on information gathered about network resources,
location, users and service. Presently, many of these tasks are conducted manually, In the
future; such tasks will be carried out routinely by a dynamic policy center which is the core
value of the SMART MBB network.
It is a continuous process. The helical procedure begins from view to analysis and strategy
generation; followed by strategy execution and network optimization. Then it goes back to
review, analysis and network optimization. To sum it up, the SMART MBB network makes it
possible for operators to optimize network efficiency and improve user experience.
SMART MBB is composed of a suite of solutions based on practical requirements such
as: the smart phone solution to solve signaling storm; the E2E QoS solution to improve user
experience; the SMART content delivery solution to improve video experience and increase
revenue; and the SMART offload solution to offload low-value throughput. These solutions
will evolve as network requirements and services change.
Going SMART would be the way for most operators because it plays a major balancing
role between providing cutting edge broadband services and sustaining profit.
It is believed that mobile broadband
(MBB) will replace voice as the main
source of revenue for operators.
Meanwhile, someone worries that
MBB would be trapped in price war as
voice. Operators are busy on capacity
expansion rather than enhancing
MBB user experience, which will cause
users to demand lower price data
packages. They switch between
operators which cause a rapid decline
in profit of operators.
Mr.Cai Liqun, President of Core Network Product Line,Huawei
MOBILE CONTENT | JAPAN PAVILION
Where are Japan's
mobile content
providers headed?
By Tamotsu Kamata, Content & Service Senior Manager,
Japan Pavilion organized by Jetro and Mobile Content Forum Japan
J
apan's domestic market is saturating, and
content providers are looking abroad for
growth opportunities. But this isn't the first
time they've set eyes towards the West. When
i-mode made its way beyond the boundaries
of Japan in the early 2000's, Japanese content
providers together ventured West, bullish that
they would succeed the same way that they
did domestically. There they met fierce
competition with local content providers.
There were cultural and language differences,
device fragmentation, low end browsing
experience, SMS as the prime messaging
standard and the relationships of content
providers with local carriers. These were all
elements to which the Japanese content
providers could not adapt and most of them
downsized or closed local operations to
refocus within their own domestic turf. But
the emergence of the App Store has once
again regained their attention for overseas
expansion. It is inevitable for them to look
West again as their own market is becoming
increasingly saturated and hope for growth
fades away. The explosive growth of
smartphones also enhances this trend. Even
the incumbent carrier, which holds roughly
half of Japanese mobile subscribers, is now
offering an Android device and has opened its
own dedicated app store. Until recently, it was
only the number 3 carrier that offered a
smartphone and the iPhone in its line up.
With this trend now apparent, Japanese
content providers are now shifting their
developer resources to smartphones. They've
turned from a "wait and see" position, to a
more aggressive bullish strategy to develop
content and application for app businesses.
With the experience that they've built, the
development skills that they've established,
and the content IP that they hold, content
providers are now looking to change the
domestic market, and at the same time, look
again for expansion opportunities abroad.
Taking a look at Japan's content market,
mobile page views have already exceeded PC
page views. The market grew 14 per cent year
on year to 552.5 billion yen in FY2009. (*2
Source: MCF). Content segments that grew
over 50 per cent year on year include "theme
packs (user interface skin changers)", "life
information"(*3) and "Avatars"(*4).
Previously popular segments such as eBooks
dropped to 27 per cent growth. Social Mobile
Gaming Services are also strengthening their
influence. Several services now boast more
than 20 million subscribers, and avatar and
item sales through these sites will make up a
100 billion yen market for FY2010.
The Japanese market has opened up its
doors due to smartphones. But will this
stimulate more non-Japanese companies to
enter the domestic market? A very well-
known social games publisher recently
partnered with Japan's number 2 carrier to
provide a social app that utilizes the address
book on the carriers mobile phones. There
are many non-Japanese apps making their
way into Japan through the smartphone app
store. But unfortunately, the domestic
market is still dominated by domestic
companies. Featurephones still dominate,
and the carrier-reliant ecosystem still poses
as a tall barrier to companies wanting to
enter the market. There are local companies
that help foreign companies get onto the
carrier platforms, but according to Kei
Shimada of Infinita Inc., a Japanese
company that provides consulting services to
mobile-related companies worldwide,
"there are an increasing number of foreign
clients interested in learning about the
domestic social networking and gaming
arena". This points to the trend that
companies abroad are more interested in
content and services that tie into social
networks, rather than stand-alone content
on the mobile phone.
One of the most heard keywords of 2010
was "social", and the dramatic move to open
platforms happened. In 2011, smartphones
will integrate more content and services and
evolve as they add elements such as
Augmented Reality, Life Log and connection
with our real life.
Japan's content providers have rich content
assets and understand how to deliver high
quality content to demanding consumers. They
also utilized NFC and coupons long before the
West saw them on mobile phones. But 2010
saw big changes. The app store is the new sales
channel and social networking services like
Facebook are replacing the carrier deck in
becoming the new "go to" portal. Billing
systems are becoming more versatile and open.
In a fast and drastically changing environment
like this, Japan's content providers need to
prepare themselves with knowledge around
cross formats, cross channels and cross media
strategies in order to make the right move to
global expansion. But at the same time,
content providers should take advantage of
this challenge and use it to their advantage
within the domestic mobile market to
further support Japan's mobile market
adjustment to the global standard.
*1 Kurobune: the Black Ships; a Western ship coming
to Japan (at the end of the Edo period) which marked
the beginning of a open relationship between Japan
and the foreign countries.
*2 MCF: Mobile Content Forum, Japan. A unique
non-profit organization of Japanese mobile content
industry.
*3 Life Information: Dictionaries, educational content,
health related content, etc.
*4 Digital items and characters sold through sites
such as social networking services.
Japan is where the mobile Internet was born. As an island country of 130
million people, it was indeed a unique environment for the mobile industry
to flourish. It developed a unique ecosystem with its own standards,
influenced by its own culture, consisting of operators, manufacturers,
platform vendors and the content providers. But now Japan is facing a
dramatic change that it had never experienced before, the globalization of
handsets. The Kurobune(*1) is here at last.
CONTENT PROVIDERS SHOULD TAKE ADVANTAGE OF
THIS CHALLENGE AND USE IT TO THEIR ADVANTAGE
WITHIN THE DOMESTIC MOBILE MARKET TO FURTHER
SUPPORT JAPAN'S MOBILE MARKET ADJUSTMENT TO
THE GLOBAL STANDARD.
I Mobile Commerce
I Mobile Content
Unit: 100Million JPY
Where can mature
carriers grow?
In the carrier cloud
NEC has a long history of integrating computers and communications. This puts NEC,
one of the worlds leading networking and IT companies, in a unique position to work with
carriers locally to quickly build and support the customized solutions that are most useful
to their own customers.
BUILDING THE CLOUD
NEC partners with each carrier to build an integrated, customized cloud service. We work
together to design the right service for each market, from the business model and service
roadmap to the platform, operations and support systems. While each system is individualized,
it is required that all cloud solutions meet a powerful set of standard requirements.
NEC provides a wide range of end-to-end solutions and managed services in addition to
building next-generation network infrastructure. Key components of NECs cloud solutions,
such as Platform as a Service (PaaS), Infrastructure as a Service (IaaS) and Software as a
Service (SaaS), enable carriers to operate flexible, scalable and secure services. NEC offers
managed services including IT consulting and third-party management with which carriers
can smoothly control their services and thrive within the cloud.
OPPORTUNITIES IN THE CLOUD
Commercially mature carriers are far ahead of desk-bound Web 2.0 enterprises in their
ability to utilize cloud computing. They already have key resources in place like networks,
secure switching central offices, datacenters, and back-up centers that contribute to
superior quality of service, end-to-end security and commercial stability. This means they
can increase revenue by offering better services at more attractive prices.
One of the advantages is the marketplace, where customers can buy service licenses, give
feedback, get expert help and move data between applications. This integrated functionality
exceeds earlier ASP models that ran hosted software licenses in separate silos.
Another carrier advantage is the ability to add value to cloud services with their access to
information about users context (e.g. location or preferences). This can add value by
providing convenience for customers. At the same time, integrating this data provides
valuable information for the carrier about customer use and sales channels.
Mobile networks are becoming cloud-ready by extending their broadband data capability. At
the same time, mobile applications themselves will become smarter by using cloud services.
The potential growth of new users is also large because of the opportunity presented
by new devices such as smart cars, set-top boxes and electricity meters. These
machine-to-machine (M2M) applications represent millions of cloud devices that will
need to be connected and controlled. Home gateways and femto cells let users stream
media in their homes, access media libraries in the cloud or remotely control home
electronics and appliances.
WINNING WITH CLOUD
What is the winning formula for carrier cloud? Its a carrier-grade cloud that delivers
services that millions can rely on, plus integrated IT and network innovation. NEC knows
that the businesses carriers work with and the millions of customers who depend on them
would be paralyzed without access to their systems.
Thats why NECs basic cloud proposition comes standard with many of the same
mission-critical middleware and operational management systems that fortify our most
powerful cloud service platform, which has 99.9999% availability.
NECs experience in integrating networking, infrastructure and support has given us an
unparalleled toolbox to build fast, strong, secure cloud environments. We use invariant
analysis to detect silent errors and virtual machine mobility to move services before failure.
Redundancy ensures that there are always IT resources available to continue processing
during any resource failure, and service mobility ensures that live services are not affected.
For NEC and our customers, now is the time of IT and network integration. NECs carrier
cloud is ready to be deployed anytime, anywhere in the world.
CASE STUDY: TELEFNICA FINDS VALUE IN NECS CARRIER CLOUD
Telefnica, the world's leading integrated international telecommunications
company, needed a new business model to bring more value to its 300 million
customers around the world and more revenue to its own bottom line. They chose a
low-risk strategy that required little up-front investment: providing SaaS to their
customers. For their partner, they chose NEC. They trusted that NECs long, proven
history of integrating computers and communications would transition them smoothly
into the carrier cloud. In fact, NEC was the only company able to provide both the IT
and the networking their vision demanded.
Whats more, NEC was able to build and grow the cloud and its services quickly.
With NECs aggregation skills, the applications were deployed quickly. As soon as the
network was up and running, NECs multi-tenancy SaaS platform allowed multiple
end users to immediately subscribe to and use a variety of application services on the
same infrastructure. NEC set up the service infrastructure within 45 days, and
Telefnica acquired over 10,000 new customers in the first year alone. This number
continues to grow.
Now, these satisfied customers are eagerly utilizing business-improving applications
such as CRM, billing, video-conferencing and GPS applications at affordable prices.
Telefnicas ability to quickly address customer requests for new applications is
enhancing Telefnicas reputation and organic word-of-mouth publicity. Meanwhile, by
using NECs carrier cloud, Telefnica is preparing to roll out an increasing portfolio of
revenue-driving services to their international territories.
For the worlds telecommunication industry to continue growing, service providers
must explore not only new areas of business but also new, innovative business
models. Cloud services are a promising way for carriers to meet new customer
demands while developing important new revenue sources. Especially for small
and medium sized enterprises, IT services and resources delivered from the cloud
can help customers reduce their capital investment and gain the financial benefits
of using opex-oriented models for software, systems and services.
ADVERTORIAL

1 0 09:41
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bycomb|n|ngte|ecomsandcomput|ngso|ut|ons
NEC provides unique and innovative cloud solutions worldwide by combining cutting-edge IT and networking
technologies and applications. Our team in Madrid helped Spanish telecom giant Telefonica to adapt, thrive and
compete in todays market by utilizing NEC SaaS, or Software as a Service. NECs targeted, bespoke business model
underlines our strengths as a business partner, and allows you to stay ahead of competition. Learn how NEC can take
care of the clouds for you. www.nec.com/mwc

MOBILE DATA | ACISION
The Mobile
Data Ecosystem:
Entering a brave new world
Stefano Cantarelli, CTO, Acision
I
n reality, its not the physical device that
we hold in such high esteem but the data
that it holds and gives us access to. The
way in which a consumer chooses to interact
with data services alters depending on the
individuals device, location and the activity
they wish to perform or their comfort
zones. For example, home-zone activities
may consist of downloading movie or music
files, online-gaming or online shopping on a
smart or tablet device. Outside the comfort
zone, activity may be confined to messaging,
email, calls, and web browsing depending on
network connection, speeds and
performance. Different users will have
different comfort zones; a father driving might
listen to streamed or downloaded music, make
calls or listen to text messages while his
daughter in the back seat might be playing
online games or watching movies. Its
incredible how the humble mobile device has
grown up to become such an integral part of
our lives. However, the smartphone tsunami
and first wave of mobile connected devices
such as tablets, have not only contributed to
the evolutions of the mobile data ecosystem,
but introduced an onslaught of new
applications and requirements on the operator.
Social media applications, such as Facebook
Places and Foursquare all deliver presence
based services in real-time. Presence can be
integrated into the device so that it can
interact with calls and messaging services. In
the future, users may also adopt multiple
identities or personas, dependent on what
mode, mood or location they are in. These
personas and presence will allow the device to
select who is able to communicate with them
and how they access services. To maximise on
these opportunities operators must ensure
they continue to evolve with consumer trends
and deliver quality performance, differentiate
themselves and build consumer loyalty.
Unique to mobile operators is the data
which logs an individuals activity. These data
assets, if managed correctly, will enable
mobile operators, brands and services to
leverage customer intelligence, better serving
the needs of the consumer while sparking
new revenue opportunities. While the
increased uptake of mobile data services has
created new revenue streams for mobile
operators, it has also delivered increased
mobile network congestion and declining
ARPU as a result of increasingly competitive
flat-fee data packages. This situation will only
get more extreme as we move to an all-IP
environment as voice moves to IP with LTE
and 2G migration and the latest messaging
services begin to converge with IP services.
This will introduce more bandwidth available
for services and more flexibility for a fully
integrated services environment, but also
introduce new services that consume more
bandwidth, i.e 3D TV. Systems to control and
charge for bandwidth demands will be as
important as being able to deliver the services.
With the new spectrum auctions due to
take place this year, alongside the relentless
growth in mobile data usage - how will the
industry create a fully functioning mobile
data ecosystem?
To balance the need for cost control and deal
with increased ARPU while ensuring
consistently high levels of service, operators
must look to improve connectivity,
optimisation and monetisation in order to
control, differentiate and charge for the service.
To deliver differentiated services without
breaking the bank, the operator needs to be
able to see and manage all aspects of that
service. Only when network type, location,
network status, device type and other
relevant aspects of the service can be
controlled can new services be delivered to
budget and quality requirements. Service
optimisation allows operators to offer
bandwidth-heavy data services without
putting needless pressure on the network. By
using the right service optimisation tools
operators can use up to 30 per cent less
hardware per gigabyte. Once introduced,
services can also be brought to their full
potential by leveraging the data assets,
harnessing subscriber behaviour insights, and
allowing link-ups with relevant third party
applications to offer the consumer a truly
personalised service.
To take advantage of these emerging
opportunities, we expect new operator
models to unfold as operators play to their
strengths for competitive advantage. We
could see a Social Telco, specialising in
web/telecoms convergence and rich services;
an Access Provider following the ISP model
or a Cloud Services Platform, offering services
within the cloud or a multitude or mix of
other specialisms including financial services
and applications.
Undoubtedly, such advances will increase
pressure on the network and any architectural
deficiencies could hamper service rollout and
performance. By building in architectural
flexibility operators can address issues and
provide performance support or offload
measures to ensure that the consumer feels
no service or quality of experience
impairment. Managing explosive traffic
volumes associated with data services will be
fundamental to success. To do this well
operators will need an integrated solution
that can deal with rising traffic volumes as
well as supporting evolving services and
media formats, providing a cost/benefits
balance while scaling to traffic demands with
minimal operational effort.
New network technologies such as
network sharing, LTE, WiMAX and a move
to IP are designed to deliver significant cost
savings and give mobile operators choice
and differentiation in business models,
ranging from a simple broadband access
model to full, two-way service provider
models. This is the dawn of a new age for
the mobile industry, and while these are
exciting times, the new age will also
introduce new challenges.
To remain successful, operators must revise
their role in the mobile data services delivery
ecosystem. They need to ensure that all
messaging services are capable of being
delivered across any network, including IP,
and should be prepared for the increasing
capacity data traffic will require, while
assuring the quality of experience that the
end users unconcerned about the
underlying technologies or complexities
will demand.
We are already seeing consumer insight
regarding Quality of Experience. Acision
and YouGov research highlighted that 84 per
cent of British respondents have
experienced QoS issues in the past. This
trend needs to be addressed before it
alienates the very consumers the industry
needs to continue to develop.
This evolution must also ensure that the
ubiquitous access and interconnection
between operators, that users have become
accustomed to is maintained. Fundamental
to success is ensuring that users can still
interact with their friends and colleagues on
traditional services, regardless of whether
they are in a country or on a network that
does not support new technologies.
Affordability of the infrastructure
underpinning this brave new mobile data
world will be one of the most significant
barriers to success for operators everywhere.
Operators will have to navigate their way
through the potential quagmire of cost,
volume and latency requirements in order to
deliver, rate, charge and control the quality
services to consumers the world over.
Mobile communication has dramatically altered since its early 1970s
inception. From a simple two-way communication device, the mobile has
gained pace with technology advances, changing consumer behaviour and
delivering an increasingly digital way of life. Using it we store personal
information, connect to social networks, conduct business, pick up breaking
news, browse entertainment and, increasingly, pay for goods and content.
Unsurprisingly, we increasingly see our mobile as an always-connected,
fundamental part of our lives.

location
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with a distinctly Mediterranean avor.
An ideal location - its just one of the
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egypton.com
ANALYSIS | LTE
By Joss Gillet,
Senior Analyst, Wireless Intelligence
www.wirelessintelligence.com
W
ireless Intelligence forecasts that
Asia Pacific will be the world's
largest LTE region by 2015,
contributing almost half (43 percent) of global
LTE connections by this point (see Table 1).
Major LTE migration is expected in key
regional markets such as China, Japan,
Indonesia and South Korea during the
period. As a consequence, we estimate that 20
percent of the Japanese mobile market will
have migrated to LTE networks within five
years, closely followed by South Korea on 17
percent. Both markets have already migrated
a significant majority of their customers (70
percent and 60 percent, respectively) onto
WCDMA and HSPA networks, which will
support a rapid migration to LTE. Elsewhere
in the region, Hong Kong's CSL launched
LTE at the end of last year, becoming the first
Asian operator to do so.
However, even though we predict that only
around 5 percent of the Chinese mobile user
base will have migrated to LTE networks by
2015, the sheer size of the Chinese market -
the world's largest - means it will still account
for almost half of the Asia Pacific region's LTE
connections by this point. Market-leader
China Mobile conducted TD-SCDMA/TD-
LTE trials in 2010 and is planning on rolling-
out its TD-LTE network as early as this year.
Third-placed China Telecom is also expected
to launch LTE services in 2011, while number-
two China Unicom in collaboration with
minority shareholder Telefonica is expected
to launch LTE by 2012.
Despite the longer-term prospects for LTE
in Asia-Pacific, LTE network migration is
being initially driven by operators in Western
Europe and North America, which account
for a combined 70 percent of global LTE
connections in 2010. This is due to early LTE
network rollouts by operators such as
TeliaSonera (Europe) and Verizon Wireless
(USA). By contrast, the Americas and Africa
are expected to be the two regions slowest to
migrate to LTE, collectively accounting for just
5 percent of global LTE connections by 2015.
Our study is based on all known LTE
deployments scheduled to take place over the
next five years (excluding India). Live LTE
networks already up and running include
major commercial LTE launches from market-
leading operators such as NTT Docomo
(Japan) and Deutsche Telekom (Germany).
The world's first commercial LTE networks
were launched just over a year ago by
TeliaSonera in Sweden (Stockholm) and
Norway (Oslo); TeliaSonera has since rolled-
out LTE across its Nordic footprint, including
in Finland and Denmark. Wireless Intelligence
estimates that global LTE connections reached
350,000 by year-end 2010.
LTE migration will also be dependent on
regulators allocating suitable frequency
bands. Our study highlights three main
spectrum scenarios for the deployment of LTE
services; the release of IMT extension
spectrum in the 2500-2600MHz bands, the
release of 'digital dividend' spectrum in the
700-800MHz bands, and the re-farming of
existing spectrum.
The introduction of LTE networks reflects
the move the telecoms industry is making
towards delivering cloud-based and
converged services, and an improved user
experience. Our latest forecasts show that
LTE is being adopted by operators across the
globe, but the pace of migration will be faster
in countries where mobile broadband is on
the political agenda and favourable regulatory
developments are taking place especially
with regards to spectrum. However, creating a
profitable ecosystem around the new
networks will take time and it may take a few
years for LTE services to live up to the hype.
Subscriber uptake of LTE is initially being
driven by demand for data-centric mobile
broadband services, typically accessed via
USB dongles and embedded devices for
which operators will charge a premium. We
predict that the introduction of voice over LTE
(VoLTE) by around 2012 will mark the
'tipping point' for mass-market LTE handset
volume shipments, which will accelerate LTE
connections growth. However, premium price
points and limited availability means that we
will see low LTE handset penetration in the
short term.
LTE networks will account for 4 percent of the world's mobile connections
within five years, according to a major new report by Wireless Intelligence.
The new study Global LTE network forecasts and assumptions 2010-2015
predicts that global LTE connections will surpass the 1 million mark in the
first half of 2011 and will reach 300 million by 2015 as the world's mobile
operators ramp-up rollout of the next-generation network technology.
ABOUT WIRELESS INTELLIGENCE
Wireless Intelligence is the definitive source of mobile operator data,
analysis and forecasts, delivering the most accurate and complete set of
industry metrics available. Relied on by a customer base of over 700 of
the world's mobile operators, device vendors, equipment manufacturers
and leading financial and consultancy firms, the data set is the most
scrutinised in the industry. With over 5 million individual data points
updated daily the service provides coverage of the performance of all
940 operators and 640 MVNOs across 2,200 networks, 55 groups and 225
countries worldwide. For further information please contact
info@wirelessintelligence.com
LTE to account for
4% of worlds mobile
connections by 2015
Table 1: Regional share of LTE connections
2010 2011 2012 2013 2014 2015
Asia Pacific 27% 32% 43% 40% 41% 43%
W. Europe 34% 22% 22% 28% 26% 24%
USA/Canada 36% 37% 27% 22% 20% 18%
E. Europe 1% 4% 3% 3% 4% 5%
Middle East 2% 4% 5% 6% 6% 5%
Americas 0% 1% 1% 2% 3% 4%
Africa 0% 0% 0% 1% 1% 1%
Source: Wireless Intelligence (December 2010)

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DO MORE
IN THE
CONNECTED
WORLD
DO MORE WITH
SMARTER NETWORKS
DO MORE WITH
MULTI-DIMENSIONAL
CONVERGENCE
DO MORE TO ENABLE
THE ANYWHERE
CUSTOMER EXPERIENCE
DO MORE TO OPTIMIZE
YOUR OPERATIONS
Amdocs is dedicated to helping service providers
realize their potential in the connected world.
Using your existing assets your subscriber
data, your network and your infrastructure
Amdocs can create new value for your company.

It starts with the ability to create and deliver
superior customer experiences. Thats why our
unique customer experience systems (CES)
approach combines leading business- and
operational-support systems, results-driven
services and unmatched industry expertise to
deliver high volume, mission-critical success.

Simply put, Amdocs has real business solutions
that enable service providers to run smarter
convergent networks, deliver the anywhere
customer experience and optimize operations
in the connected world.

To learn more, visit www.amdocs.com/domore.
VISIT AMDOCS AT HALL 8, BOOTH 101
CUSTOMER EXPERIENCE
SYSTEMS INNOVATION
2011 Amdocs. All Rights Reserved.

NETWORK INTELLIGENCE | CISCO SYSTEMS, INC.
Network Intelligence is
the Key to a Successful
Mobile Internet Strategy
Ashraf Dahod, Senior Vice President/GM, Mobile Internet Technology Group, Cisco Systems, Inc.
T
he mobile network is is evolving at
breakneck speed. Consumers want
personalized, visual, social, multimedia
applications. Businesses want collaborative
applications that enhance revenue streams,
reduce costs and increase productivity. These
user demands are driving huge projected
increases in Mobile Internet traffica spike of
26 times 2010 global mobile traffic by 2015
according to the Cisco Visual Networking Index
(VNI) Global Mobile Data Forecast, , 2010-
2015, [www.cisco.com/go/vni]. And 66 percent
of this traffic will be mobile video, with its high
bandwidth and quality of service demands.
With these and other changes, the competitive
landscape is evolving as well, promising both
challenges and opportunities for mobile
operators. The key to survival and growth for
mobile operators lies in capitalizing on their
central position in the mobile ecosystem by
providing more intelligence and via the IP
network. Network intelligence is a powerful
asset that can be leveraged to create new services
and applications, new business models,
innovative partnerships, and increased revenues.
For mobile operators, success in the new
mobile Internet marketplace lies in the
intelligent next-generation mobile network. This
network focuses on the mobile IP core, where
mobile operators can differentiate themselves
from over-the-top content and service providers.
The network and subscriber intelligence in the
next-generation mobile network powers:
Real-time session-state awareness
Customer-specific location, roaming,
presence, device type, time of day,
bandwidth, and application awareness
Personalized services
Cloud services
Seamless access across networks and
network types
High-quality hybrid services with third-
party providers
The intelligent next-generation mobile
network allows mobile operators to better
monetize their networks, creating revenue from
new business models (such as business-to-
business-to-consumer) and new service
opportunities. This same intelligence allows
operators to optimize their networks to more
efficiently deliver traffic while at the same time
delivering a higher quality service experience.
THE INTELLIGENT NETWORK
DELIVERS MORE FOR LESS
The next-generation mobile network with the
right combination of intelligence and
performance provides optimization techniques,
which allow mobile operators to reduce the data
traffic moving through the RAN. Optimizing
this traffic provides a significant financial benefit
by limiting the impact of key traffic on the radio
network, lowering transmission costs and yet
still having the potential to improve the user
experience. The following are some of the key
optimization technique delivered with the next-
generation mobile network:
Traffic packet optimization
Video optimization
Network offload
Wi-Fi offload
Femto offload
Functionality integration of elements
including policy control
INTELLIGENCE DELIVERS
DIFFERENTIATED SERVICES
With the network intelligence inherent in
the next-generation mobile network, mobile
operators can develop differentiated mobile
services by integrating subscriber
information with network and application
intelligence in real-time to deliver
personalized multimedia experiences. Such
real-time session- and subscriber-state
intelligence is driven by the intelligent
capabilities of the mobile packet core. This
intelligence includes correlation of other
factors to provide features such as:
Service-aware charging
Access control
Policy control
Content filtering
Quality of service (QoS)
Application detection and control
Filtering, caching, and ad-insertion
Security
Only the mobile operator has the real-time
knowledge of subscriber preferences
combined with network visibility and control
to provide a breadth of superior services with
personalized features. These advantages can
be relied on to produce service differentiation,
increase subscriber loyalty, and build a
competitive advantage.
INTELLIGENCE DELIVERS EFFICIENT
NETWORK MONETIZATION
An intelligent policy infrastructure is the
baseline to monetization of the network.
Intelligent features such as policy and
charging controlthat assure the proper
allocation of network resources based on
what the subscriber has purchased and what
the network can deliverand the ability to
quickly deploy and manage services, make
monetizing existing and enhanced service
offerings possible.
Applying policy along with network and
subscriber intelligence opens up new revenue
opportunities from:
Tiered services
Roaming
Day plans and pre-pay plans
Parental controls and family quota plans
Turbo service
Special promotions using enhanced
charging
Partnerships with third parties
INTELLIGENCE DELIVERS NEW
BUSINESS MODELS
With the intelligence and enhanced
performance provided by the next-generation
mobile Internet architecture, platforms, and
technologies, operators have the ability to both
challenge and partner with over-the-top
providers and other service or application
providers. In so doing, they can increase
revenue opportunities and contain content fair
use infringement and revenue leakage. Real-
time subscriber and network intelligence
together with policy and charging control can
be the basis of enhanced services to existing
customers, optimization of networks for lower
cost per bit, new business partnerships, and the
creation of new services as the mobile Internet
growth curve continues its acceleration. The
intelligent mobile IP network is truly the
growth engine for profitability.
As the mobile handset has transformed
from a communications accessory to a
lifestyle necessity, the mobile Internet
has spawned a wide range of
advanced, personalized applications
from traditional to cloud based
networks. As a result, the mobile
network has evolved, from radio- to IP-
centric, from access- to capacity-
challenged, and from a simple
connection to an intelligent service
creation vehicle. The competitive
landscape is evolving; competitor and
partner mixes, promises challenges and
opportunities ahead. The key to
differentiation and growth for mobile
operators lies in capitalizing on their
central position in the mobile
ecosystem. It is their relationship with
customers and their network that will
allow them to evolve mobile
communications. Increased subscriber
and network intelligence and high
performance via the IP network will be
the basis of new services and
applications, new business models,
innovative partnerships, optimized
service delivery, and an enhanced
subscriber experience.
m.o.ve your bottom line
m.o.ve your services
m.o.ve your customers
m.o.ve your network
Discover m.o.ve
Stand 8-A70
cisco.com/go/move
PARTNERSHIPS | ETISALAT
Partnering For a
Better Future
Mohammad Omran, Chairman, Etisalat
U
nder pressure to realize growth in
the face of a severe global crisis,
governments have recognized the
importance of new technologies to their
social and economic livelihood. The
dramatic financial change in the worlds
economy is therefore imposing urgency on
governments to deal with matters that
encourage and stimulate investment in
these technologies.
It is in our shared interest that market
environments are made attractive and
investor-friendly. This is essential to support
further investment in strategic infrastructure
and services and establish a robust industry
that derives value for the customer, country
and operator alike.
Governments and the private sector
have to deepen their partnership and both
sides have to work more closely to rollout
broadband networks and provide access
to services.
Investors look for and value a clear policy
direction and are able to provide better
services at lower prices in an environment
where all government agencies and public
authorities are working in harmony to
implement these policies. Under-developed
industry policy direction and onerous
regulatory practices can present significant
risk for investors and therefore to the
deployment of telecoms networks.
Authorities should now look to harmonise
and where needed, upgrade their existing
regulatory frameworks and make them more
supportive in ensuring an enabling
environment for investment and healthy
competition.
Governments may also wish to be more
transparent in their policy-making and
regulatory authorities stand to gain from
providing more clarity in the development of
regulations. This will ensure a fairer result for
all stakeholders and a shared vision for the
telecom industry as a whole. Greater clarity
should also enable greater fairness and
accountability by decision-makers which will
result in a higher degree of predictability and
greater investor confidence.
Investors are more comfortable taking
greater commercial risks in environments
where the national regulatory authority is
considered to be fair and non-discriminatory.
While regulators aim to be fair and consistent
in their decision-making, in practice some fall
short of that ideal. In such markets regulators
have to fine-tune their approach in order to
promote the governments social and
economic objectives of providing access to
broadband services.
In order to be fair and transparent,
regulators will benefit from closer
consultation with the industry. These
consultations will contribute greatly in
helping achieve the social and economic
objectives of the government, whilst at the
same time, ensuring that the investors
commercial objectives are met.
Telecom operators have to be adequately
compensated in order to continue to create
value in a sustainable manner. This is
particularly apt when we consider the
significant investments operators are making
in mobile network rollouts, fiber optic
networks, LTE and other broadband
technologies.
If an operator is committed to invest in
broadband technologies, the public
authorities should allow the operators the
commercial flexibility needed to match the
greater risks that are being assumed. These
investments will enhance the nations
infrastructure and the competitiveness of its
industry. Public authorities also have the
obligation to provide incentives to telecom
operators to deploy their networks in rural
and underserved areas. These incentives
could take the form of preferential or lower
pricing of spectrum in these areas, simplified
and less onerous fees for the right to access,
or other fiscal and regulatory incentives.
Our obligation as telecoms providers to
create value goes beyond enhancing
consumer choice and satisfaction. Operators
also create significant social value in the
societies in which they operate. This is
achieved through our commitment to the
principles of corporate social responsibility
and by meeting the highest international
environmental and health standards.
We see ourselves as great enablers of better
education, healthcare and social services, and
we are best able to achieve this with the
support of a robust government policy that
encourages the take up and use of ICT.
A renewed partnership between the public
and private sector, between governments and
telecoms providers, will have a deep and
lasting impact on the telecom industry and
society as a whole.
Governments, their agencies, regulators
and telecom operators must now take up the
challenge and make the necessary changes to
generate further growth in economies and
enable the realization of national social and
economic policy.
Today, the opportunity and willingness is
there for all sides to work together towards a
future that is both sustainable and beneficial
for all.
A new era of opportunity and
growth for the telecoms industry is
underway as the need for
infrastructure takes center stage in
national development strategies in
countries around the world.
GOVERNMENTS AND THE
PRIVATE SECTOR HAVE TO
DEEPEN THEIR
PARTNERSHIP AND BOTH
SIDES HAVE TO WORK
MORE CLOSELY TO
ROLLOUT BROADBAND
NETWORKS AND PROVIDE
ACCESS TO SERVICES.
MOBILE DATA | BRIDGEWATER SYSTEMS
Recipes to Satisfy
Mobile Data Appetites
Key ingredients: intelligent service, policy, subscriber, and device controls
David Sharpley
Senior Vice President
Bridgewater Systems
T
he strategic importance of intelligent
controls, including subscriber (HSS),
service (AAA), and policy controls
(PCRF), has never been more apparent to
global operators as they implement strategies
to profit from mobile data growth. To
understand the range of benefits these
intelligent controls can provide, it is helpful to
think of them in terms of ingredientsthat can
be combined to deliver service recipes that
satisfy subscribers appetites for mobile
broadband. These controls help operators by
giving them a cookbook of recipes to increase
revenues and delight subscribers, while
controlling network congestion. Three
popular recipes in this cookbook are tiered
services, pre-purchase service models, and
machine-to-machine (M2M) services.
RECIPE 1: TIERED SERVICES
Operators are accelerating the transition from
all-you-can-eat plans to flexible, tiered
services based on bandwidth, time or
application tiers that let subscribers choose
the combination of usage and price that meets
their needs. In a tiered services model, lower-
cost plans with on-demand options such as a
bandwidth boost or applications for a day can
be used to target casual users, slow
technology adopters, and lower-income
demographics. Middle-of-the-road plans can
be crafted to meet the needs of the average
user, and premium plans with higher data
usage limits can be used to target tech-savvy
consumers and business users who will pay to
enjoy a full range of applications and services.
Intelligent policy controls that provide
bandwidth, time, or application usage
metering based on real-time subscriber and
device data provide the tools operators need
to capitalize on the tiered services
opportunity. They allow operators to
dynamically modify services without touching
charging or billing systems. Subscribers can
receive proactive notifications well in advance
of exceeding their usage limits in the form of a
message or redirection to a web portal to
prevent bill shock. They can be offered a
temporary service upgrade, a trial period at a
new service tier, or slower service to minimize
excess charges.
By combining rich subscriber data with
policy control, operators can also personalize
service tiers. Examples include providing
streaming videos or music when the
subscriber is at home but not while roaming,
delivering more bandwidth to a subscriber
who wants to engage in mobile gaming in the
evening but not during the day, or offering a
happy hour that allows a subset of
subscribers to use as much data as they want
for the hour, without the usage counting
towards their monthly limit.
RECIPE 2: PRE-PURCHASE DATA
SERVICES
While pre-paid voice service models have
become increasingly complex, with different
charging and rating approaches based on
packages, time of day, and other parameters,
charging for data services is relatively simple.
Users either consume data for a specific
period of time (e.g. 24 hours) or up to a
specific volume limit (e.g. 3GB). For
operators this represents an opportunity to
launch a suite of flexible, policy-enabled pre-
purchase data services that combine time and
volume limits. Intelligent policy controls are
used to meter usage in real time based on
parameters such as location, time,
application, and bandwidth usage, and track
this usage against plan limits which are paid
for in advance by the subscriber.
As a new service model, pre-purchase gives
operators a cost-effective alternative to
traditional pre-paid services, which typically
require costly modifications to an existing
charging system. Pre-purchase services are
easier to implement and meter in real time, can
be provisioned from an online portal, can be
offered as a service extension to existing plans,
and can be used to entice new subscribers with
open devices. Also, because it applies equally to
pre-paid and post-paid services, the pre-
purchase model can be adopted in both
emerging and developed markets.
RECIPE 3: MACHINE-TO-MACHINE
SERVICES
M2M services are experiencing a period of
rapid growth, with an estimated 60 billion
machines serving a global audience of six
billion people. Applications in areas such as
public safety, smart energy grids, retail, and
in-vehicle communication and security
services represent significant new revenue
opportunities for operators.
M2M services also have unique challenges.
Machines and their corresponding
applications require constant connectivity but
have a wide variation in key parameters such
as machine identifiers, security and
prioritization levels, data session durations,
bandwidth requirements, mobility levels, and
throughput rates.
Intelligent service and policy controls
combined with machine data play a central
role in addressing these challenges by
managing how, when, and under which
circumstances devices can access network
services and consume network resources.
Mission-critical public safety services, for
example, can benefit from priority service
control that includes authentication and
authorization, as well as priority policy
control including bandwidth priority for
devices such as highway video cameras,
health data monitors, and police mobile
applications during emergency situations.
Policies can also be applied to distribute
alerts to emergency workers under certain
conditions, and even re-route vehicle traffic.
On the other hand, telemetry or vending
machines may require policies that include
low bandwidth requirements during the day
with a burst at an off-peak hour when data is
being sent for inventory replenishment.
THE COOKBOOK
These are just a few popular examples from
the cookbook of recipes available to operators
based on intelligent broadband control
ingredients. By carefully selecting these
ingredients, operators can ensure that they
are in the best position to profit from mobile
data growth.
Successful mobile operators will turn
to a cookbook of services based on
carefully selected intelligent
broadband control ingredients to
profit from mobile data growth
THE STRATEGIC IMPORTANCE OF INTELLIGENT
CONTROLS, INCLUDING SUBSCRIBER (HSS), SERVICE
(AAA), AND POLICY CONTROLS (PCRF), HAS NEVER
BEEN MORE APPARENT TO GLOBAL OPERATORS AS
THEY IMPLEMENT STRATEGIES TO PROFIT FROM
MOBILE DATA GROWTH.

Dont let video
stall your network
E: sales@bytemobile.com W: bytemobile.com | twitter.com/bytemobile
Put Smart Capacity in the data center and the core
See what Smart Capacity can do for your
network in Hall 1, Booth 1F05
MOBILE BROADBAND | EVOLVING SYSTEMS
Making the
Complex Simple
Delivering Ease of Use in the New Mobile Broadband Age
Stuart Cochran, Chief Technology Officer, Evolving Systems
K
ey device categories driving this
growth include computing-centric
devices like netbooks, notebooks and
laptops together with mobile handsets,
personal navigation devices (PNDs), personal
media players (PMPs), e-readers, high-end
digital cameras and smart-phones.
For mobile operators, this trend brings
obvious benefits. It gives them the
opportunity to tap into incremental revenue
streams and to cross-sell and build user
loyalty. At the same time, it presents them
with a range of complex challenges. The
growth of mobile broadband and connected
devices is driving related growth in prepaid
subscriptions increasingly popular with
users because they help them to understand
how much they are spending and
consequently control usage costs.
From the operator perspective, the
disadvantage of this surge in prepaid mobile
broadband usage is that it makes it difficult
for them to engage fully with customers while
ensuring that the user experience remains as
simple and straightforward as possible.
CUTTING THROUGH COMPLEXITY
Typically, if they are using the traditional pre-
provisioning model for SIM cards, operators
have no effective means of marketing to the
prepaid end user. As the user will never have
filled out a formal contract, so the operator
will know nothing about them. Name, date of
birth, home address and usage preferences
are all likely to remain a mystery.
In contrast, by provisioning the SIM at the
time of first use through a new approach
known as Dynamic SIM Allocation (DSA),
operators have an immediate opportunity for
engagement, interaction and dialogue. They
can gather any missing information and
deliver tailored marketing messages and
promotional incentives to the new subscribers.
The proliferation of mobile broadband and
connected devices is making the market more
complex. Using DSA enables operators to
address this issue by becoming device aware
and by tailoring their message depending on
the device being targeted. After all, there is a
major difference between the kind of
marketing message suitable for delivery to a
feature phone connected to a GPRS network
and that appropriate for a mobile broadband
network connected iPad with a large colour
screen and multi-touch capability.
If the operator wants to provide the best
user experience, it needs to understand the
nature of the device with which it is
engaging. The emergence of sophisticated
connected solutions offers an opportunity,
through the use of tools like DSA, to
transform the way that operators market
themselves to mobile subscribers by changing
the nature of the user interface.
This is key if operators want to improve the
overall customer experience. Laptop users
could be taken automatically to an intuitive
web landing page that they can personalise
according to their specific requirements,
allowing them to choose suitable tariffs, price
plans and data limits. This browser-based
approach also opens up opportunities for the
operator to promote its brand more
effectively and to deliver high-impact and
highly persuasive marketing campaigns.
However, such an approach might be
entirely inappropriate for a BlackBerry user.
The smaller form factor and screen render
engagement over the web inappropriate and
make the type of email message typically sent
to traditional mobile phone users a better
means of interaction. It is all about making
the engagement process as simple and
straightforward as possible for the end user.
TALKING ABOUT TARIFFS
Another area where the dynamic growth in
connected devices brings the potential for
complexity is in pricing. The proliferation of
devices brings with it a proliferation of
different tariffs. Individual customers might
have to manage different tariffs for each
mobile device owned, from BlackBerry to
laptop and from iPad to iPhone. Users often
become confused as a result.
Lack of understanding of these schemes
can lead to instances of bill shock where users
get an unpleasant surprise when they receive
payment demands through the post.
Again, operators can help here by making
the engagement process as simple as
possible. The operator needs to ensure it is
promoting the right tariff for the right device
and provide an intuitive process, which
effectively guides the user into making the
right choice. Operators that do this can
minimise the confusion users feel and the
fear that they have about making the wrong
choice, helping to minimise the impact of bill
shock and to make the engagement process
more positive.
KEEPING IN CONTROL
Today, the ability to be device aware and
customise the way that the message is
presented to the user is increasingly
important to operators. Just a decade ago, the
vast majority of their users would have just
been using standard mobile handsets.
Now, those same users are likely to have a
wide array of devices from dongles for their
laptop to iPads and from satellite navigation
systems to MP3 players. As a result, many
operators have the sense of losing control
over their customers. They no longer have a
clear concept of what devices their customers
are using, let alone of how best to engage
with them over those devices.
That is why the ability to use a solution that
is device aware is so important in reducing
complexity, making the engagement process
as simple as possible and ultimately building
user loyalty. As a result, the operator has a
sense of restored control but the user is in
control also. And both groups are well placed
to benefit from the rapidly accelerating
growth of the mobile broadband and
connected device marketplace.
The mobile broadband market continues to grow dynamically. A recent
report by leading industry analyst, Analysys Mason argues that it will be one
of the primary revenue drivers for European operators in the next five years,
contributing almost 10 per cent of total mobile service revenue by 2015. The
analyst forecasts that total mobile broadband revenue in Europe will
increase from 6 billion in 2009 to 17 billion in 2015, at a compound annual
growth rate (CAGR) of 18.7 per cent. In addition, it projects that total mobile
broadband connections will increase in number from 32 million in 2009 to
almost 120 million in 2015, at a CAGR of 24.8 per cent in 20092015.
THE EMERGENCE OF
SOPHISTICATED
CONNECTED SOLUTIONS
OFFERS AN
OPPORTUNITY, THROUGH
THE USE OF TOOLS LIKE
DSA, TO TRANSFORM THE
WAY THAT OPERATORS
MARKET THEMSELVES TO
MOBILE SUBSCRIBERS BY
CHANGING THE NATURE
OF THE USER INTERFACE.

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SHOW DAILY: What is driving transformation in the mobile industry?
Steve Herrod: Mobile networks are really transitioning from being voice networks to
diverse service delivery networks. This has really been obvious to us all as consumers, but
I think businesses are really recognising that the same services they have been using all
along on wired networks can now be extended to mobile networks.
Within this, I think there are two big transformations which are hitting at the same time. One
is around the proliferation of new devices. The rise of smartphones and tablets within the
enterprise are causing a big shift in how we access our data and apps. The other is new types of
applications and services. More and more companies are putting their own apps into the cloud,
and this will obviously be delivered over the network and in some cases hosted by operators.
We see a really big opportunity for mobile operators. The rapid encroachment of new
applications and new devices will give them a good opportunity to provide more value to
enterprise customers. I think there is a big chance for mobile operators to really help define
this cloud-centric model.
SHOW DAILY: Why is cloud computing becoming more relevant to
mobile operators?
Steve Herrod: Cloud computing as a whole gets a whole lot of hype, and is a little
confusing. But what customers are really looking for is a more efficient, more scalable and
a more accessible way to get access to all their apps and data.
The reason this is relevant for mobile operators is that it is an opportunity to drive more
business and expand their services. This also offers them a chance to really get more
traction with enterprise customers, moving from just voice and some basic data services to
a collection of solutions, creating more valuable and tighter relationships.
Along the way, I think it is also very relevant because the network operators themselves
are some of the bigger consumers of infrastructure. Cloud computing gives them the
opportunity to transform their own operations, and become far more efficient as they look
to deliver a more diverse set of services and applications.
Overall, its both a business opportunity, to really get involved in helping enterprises move
toward cloud computing, and a business requirement, to be as efficient as possible as they
scale to these new services.
SHOW DAILY: How is VMwares approach unique?
Steve Herrod: There are certainly a number of different players coming to this market from
different angles, with different strengths. Our roots are as an enterprise company, and we have
definitely made our name as a partner for our customers as they transform their own IT. But
what we are really excited about now is that we can help our customers as they move on this
journey toward cloud computing, move toward new consumption models with their devices.
What we really believe we are doing is opening a new market for our mobile operator
partners. And we absolutely need them to help us take the enterprises forward on the
journey capitalising on the convergence of mobile devices and new types of applications,
with the security and compliance needs of enterprise IT today.
At Mobile World Congress were demonstrating our mobile virtualization platform, which
offers 2 profiles on the same device personal and work. What is really exciting about is this
solves a real problem for enterprises requiring security for all devices on their network, yet
enabling their employees the choice of whatever device they want. What this means for the
mobile operators is a second data plan: an individual device will now have a personal data
plan and an enterprise data plan. Thats a great opportunity for increasing revenue per user.
But what is also important is that we are offering our partners a journey that does not end
up in one of our own data centres. Our approach has our enterprise customers leveraging
our service provider partner data centres. And that is in stark contrast to a lot of other
players out there.
The communications industry is undergoing a major shift both on the wireline
as well as the mobile side. Traditionally service providers built networks in order
to offer a few select services to consumers and enterprises; voice is the classic
example here. As networks have evolved to become at first multi-service and
then truly service independent, the role of the service provider in the ecosystem
is fundamentally changing. Service providers no longer need to take on the
overhead of offering services directly to the end-user but are in a perfect
position to offer a platform for third parties to develop and offer a diverse
services portfolio to the end-user. Service Providers are the new Platform
Providers of tomorrow. Virtualization and cloud computing enable service
providers to build platforms that are operationally efficient and yet are
fundamentally service independent and as such can naturally support all third
party services targeted both at the consumer space and the enterprise and across
both their wireline and the mobile networks. Such a flexible platform enables
the operators to capitalize on their most prized possession: the mobile edge.
FEATURE INTERVIEW
Steve Herrod, Chief Technology
Officer and Senior Vice-
President of R&D at VMware,
shares his vision for the
convergence of mobile
networks and cloud computing,
and the opportunities this
creates for mobile operators
and service providers.
WE ARE OFFERING OUR PARTNERS A JOURNEY THAT
ENDS IN THEIR DATA CENTRES, NOT OURS. AND THAT
IS IN STARK CONTRAST TO A LOT OF OTHER PLAYERS
OUT THERE.
Only VMware, the global leader in virtualization and cloud infrastructure,
offers a unified cloud software platform to support the flexible, low-cost
deployment of todays and tomorrows applications. And only VMware
provides a way for you to offer a cloud workspace where business users
can access applications and data independent of network and device.
Were working together to enable this mobile enterprise.
Learn more by visiting us at Stand 2H53, Hall 2 or hear Paul Strong, CTO EMEA,
VMware, participate on a panel discussion on The Mobile Enterprise,
Tuesday 15 February 14:00 15:00, Hall 5.
Steve Herrod, Chief Technology Officer and Senior Vice-President of R&D at
VMware, notes:
Anytime there are these big disruptions, youll have some who
embrace it more quickly than others. And the result typically has
been a new set of winners, with some who were previously winners
losing out as the industry moves forward.
1 19/01/11 3:32 PM

Mr. Jordi William Carnes,
first deputy mayor of Barcelona
and city councillor for finance
and economic promotion
WHY DO YOU WANT TO BECOME THE
MOBILE WORLD CAPITAL?
Because we want to position Barcelona around the
world and to establish Barcelona as an attractive place
to set up decision centers, research centers and mobile
technology enterprises, as the space where everybody
gets to know the mobile innovation state of art, as an
advanced urban laboratory where everybody can test
new technologies and applications, as the training
centre for global professionals in technology, and as
the city of the Mobile World Congress.
WHAT WOULD THE MOBILE WORLD
CAPITAL BRING TO YOUR CITY OR REGION?
The Mobile World Capital is the transformation and
the natural extension of the Mobile World Congress
and gives the chance of being the world capital of
mobile telephony. This fact would allow Barcelona and
Catalunya to offer quality occupations, to improve the
quality of life of citizens, to boost the attraction of
enterprises and talent, to ease the enterprising activity,
to develop advanced research and innovation, to
support the tourist sector and to consolidate Barcelona
as an organiser of great congresses and events.
Also we want to deploy a solid industrial policy
and strategy to use the Mobile World Capital as the
springboard to place the country in the advanced
technology sector.
WHAT IS THE STRENGTH OF YOUR
CANDIDATURE?
Barcelona is creating a sustainable growth model that
turns the Mobile World Capital into the integrating
element of the synergies of the public sector, industry
and the academy around the mobile sector.
The coordination of the Mobile World Capital will
rely on an entity with the purpose of promoting the
mobile industry based on: the city of Barcelona
working as a giant lab to develop and operate new
mobile services for the citizens, the cross-sector
solution collection to develop mobility within private
companies and the Administration and the
technological capacity centre to support the
development and operation of the mobile initiatives.
In addition Barcelona offers a unique
environment that brings together existing assets
already aligned with the Mobile World Capital
(technological transfer network and clusters,
advanced research centers, etc.) and a leading
cross-sector business representation fully
committed with the candidacy.
WHAT IS YOUR MESSAGE THIS WEEK TO
THE CONGRESS EXHIBITORS AND
ATTENDEES?
Barcelona means Mobile, Mobile World Congress
means Barcelona and Barcelonas full commitment
is proved by a highly singular offer for the Mobile
World Capital: Barcelona is ready for the challenge
and Barcelona loves being Mobile!
WHO IS PARTICIPATING IN AND
SUPPORTING YOUR BID?
The Candidate entities that form part of the bid
consortium are: Ministry of Industry, Trade and
Tourism, Generalitat of Catalonia, Barcelona City
Council, Chamber of Commerce of Barcelona,
Turisme de Barcelona and Fira de Barcelona.
Our candidacy, also, shows the maximum level
of commitment: all public administrations are
supporting the candidacy (Barcelona, Catalonia &
Spain) and all major sectors of the Spanish
Economy, including first & second circle
companies.
Barcelona has identified local leading industry
companies and other agents of its market with
global presence to consider joint initiatives,
achieving global impact. Our proposal includes all
strategic & growth intensive industries: leading
companies in each sector, global reach solutions
and services and some involved companies would
be also participating at the Mobile World Congress.
Around 50 initiatives are already committed to
join the MWC project and 20 large relevant Spanish
companies from 15 different economic sectors have
already signed.
HOW COMPETITIVE DO YOU THINK THE
PROCESS WILL BE IN THE NEXT FOUR
MONTHS?
Over the coming months Barcelona will start a new
promotion and communication plan to support the
city's candidacy as Mobile World Capital. This plan
aims to raise awareness, support and sponsorship
among residents, companies and stakeholders in
order to achieve this distinction.
Paolo Glisenti,
director, corporate
communications,
Milano Fiera Congressi
Recently, we commissioned an extensive opinion poll
with one-to-one interviews of almost 2,000 people in
Milano and the results were really impressive: the
very large majority of our citizens old residents and
newcomers in this truly multiethnic City stand
ready to contribute enthusiastically to the success of
Mobile World Capital. Deep in its heart, Milano
seems to understand that the award of Mobile World
Capital would act as a vital accelerator to ongoing
developments and innovations in healthcare, such as
telemedicine and de-hospitalization, in welfare and
social integration where we have advanced programs
for assisting the elderly at home and for the inclusion
of the large immigrant population, in education, in
info-mobility and in the implementation of smart
grids for energy efficiency.
Milano is right at the center of an area with a population
of 650 million that goes from Central and Eastern
Europe to the southern shores of the Mediterranean
Sea to the Sub-Sahara countries. Over the years Milan
has built a strong network of business, cultural, scientific
and technological relations with these many countries
and communities. We could become a strategic hub for
mobile developers around the World, offering a
permanent laboratory for new apps and solutions
where every idea could become a viable project and find
new markets and new consumers.
Milano is already a global city, attracting more than
40 percent of foreign investments in Italy, and the
Lombardy Region is home to almost 30,000 high-tech
companies. Thus, Mobile World Capital 2013 - 2017 will
represent a significant opportunity for further growth
and development of our territory in mobile
communication. I should add that Mobile World Capital
could be a strong enabler to the 400 international
cooperation projects already underway, or set to begin,
as part of Expo 2015 which will be dedicated to show to
the world best practises in enviromental, health, agro-
food and educational programs.
CANDIDATURE ?
The largest and most innovative Congress Center in
Europe equipped with a perfect tech infrastructure,
the low cost transport and accomodation guaranteed
for exhibitors and attendees, a permanent Mobile
Center at the crossroad of Milano tourist and
business communities. But an added key element, in
my view, is the association of Mobile World Capital
with the Brand Milano and its consolidated global
reputation. International statistics value the Brand
Milano at more than US$80 billion. Fashion, design,
music, theaters, the artsimagine all that on a global
mobile communication platform for 5 years boosting
huge crowd-pulling events taking place in the
Cityimagine the 20 million visitors expected at
EXPO 2015imagine the smart advertising, the
smart tourism, the smart multichannel publishing
apps and solutions that inevitably would be
developed here. A great story ! The Mobile World
Capital will be transformed from a must-attend
event into a constant flow of inspirational moments
for mobile innovations and developments. At the
end of these 5 years, Milan will give back to GSMA
a much enriched Mobile World Capital brand,
indeed an extremely valuable asset.
WHAT IS YOUR MESSAGE TO THE
CONGRESS EXHIBITORS AND ATTENDEES?
Look at our candidature as a unique opportunity
for taking your technologies, your apps and your
solutions in hundreds of countries where, via
Milano, they will be incorporated in many
international development projects for areas such
as banking, education, health, and enviroment. If
awarded to Milano, Mobile World Capital will form
part of a program of global events associated with
the United Nations Millennium Campaign, already
partnered by Milano and the Lombardy Region, a
huge global iniziative involving more than 70
countries. Mobile World Capital would associate
itself with the most important social responsibility
issue of this decade and at the same time exhibitors
and attendees will greatly benefit from this alliance.
WHO IS SUPPORTING YOUR BID?
The National Government and the local authorties,
at all levels, immediately backed us. Its a solidly
united insititutional front. But most significantly, I
believe, full support came from of all the major
transport companies which have committed to
providing an efficient air and on-the-ground mobility
system for Mobile World Capital attendees. In
addition, dozens of hotels have guaranteed
thousands of rooms at controlled prices. A very
significant official backing came from the major telco
companies which have committed to concentrate in
Milano and its surrounding territory their future
investments in communication infrastructures and
their flagship mobile solutions and services.
MONTHS?
Very competitive indeed. As it should be in the
interest of the GSMA. Fair and competitive. Isnt
mobile about fairness and competition, after all ?
FEATURE | MOBILE WORLD CAPITAL
Building the Mobile World C
L
aunched in November 2010 by the
GSMA, the concept of the Mobile
World Capital 2013-2017 includes the
industry-leading annual Mobile World
Congress event as well as a range of
academic and business development
opportunities, cultural festivals and
programmes, and the creation of a
permanent centre for the industry.
The Mobile World Capital will not only host
the Mobile World Congress, but will enjoy new
and innovative local and global opportunities
for the selected city and wireless operators that
underscore its stature as the Mobile World
Capital throughout the year, says John
Hoffman, CEO, GSMA Ltd. In partnership
with the GSMA, the Mobile World Capital city
will become the 'home' of the mobile industry,
synonymous with cutting-edge mobile
technology developed by operators. Our
concept for the Mobile World Capital is to
engage the citizens in year round activities in
addition to the once a year business-to-
business Mobile World Congress program. The
Mobile World Capital program will do just that,
returning benefits to the citizens of the selected
candidate as well as wireless operators.
The GSMAs concept of the Mobile World
Capital includes:
The Mobile World Centre, which will be
located in the heart of the city and will be
the flagship element of the Mobile World
Capital. The Mobile World Centre will
include technology exhibits, museum
features, a retail area, a mobile caf, office
space and more.
The Mobile World Festival, a range of
festivities that will be targeted to the
general public and will take place separate
from the Mobile World Congress. Dispersed
around the Mobile World Capital city, the
Mobile World Festival will incorporate
mobile-driven festivities including concerts,
music and movie festivals, application
competitions and awards, and dialogues
and debates, among others.
The Mobile World Congress, which is
widely considered the industrys 'must-
attend' event. The four-day conference
and exhibition attracts over 50,000
executives from the worlds largest and
most influential companies across the
mobile industry and adjacent sectors, as
well as government delegations from over
100 countries.
From a standing start of over 30 cities, now only Barcelona, Milan, Munich
and Paris remain in the running to become the Mobile World Capital. Ahead
of a winner being announced later this year, the Show Daily exclusively
interviewed leading representatives from all four finalist cities as they bid to
become home to the mobile industry.
BARCELONA IS READY FOR
THE CHALLENGE AND
BARCELONA LOVES BEING
MOBILE!
BARCELONA MILAN
MOBILE WORLD CAPITAL | FEATURE
Capital
With over 30 cities initially evaluated last
year, six semi-finalists have now been
reduced to four. According to the GSMAs
Hoffman, Barcelona, Milan, Munich and Paris
each have developed a clear, multi-faceted
vision for how they will make their city the
Mobile World Capital and they are all exciting
and innovative.
The GSMA has developed a selection
process of the host city for the Mobile World
Capital that is an objective process based on
many criteria and will take into consideration
all aspects of what a city can offer as the
Mobile World Capital and host of the Mobile
World Congress. Meeting the needs of our
operator members and customers
participating in the Mobile World Congress
remains our most important priority, says
Hoffman. The citys development strategy for
the Mobile World Capitals four pillars The
Centre, Festival and Legacy as well as the
Mobile World Congress is critical. Of course
logistics to be able to hold the Congress is key
and our number one priority for our operator
membership and the wireless industry.
Certainly, the four cities can expect a
nervous few months as they continue their
discussions with the GSMA and strive to
become the Mobile World Capital. The
winner will be the one that proves itself truly
capable of creating a cultural and economic
centre which benefits not only the mobile
industry but, most importantly, citizens of the
city and people around the world.
Martin Zeil,
Bavarian minister of economic
affairs, infrastructure, transport
and technology, and deputy prime
minister
Politics, industry and science in the Greater Munich
Area offer the GSMA an ideal home for Mobile
World Capital. We have concrete concepts about
how we see Munich as a Mobile World Capital. In
short: We want to and we can.
The Mobile World Capital would make the Munich
Metropolitan Region the hot spot for mobile
technologies over a period of five years. New
momentum for mobile ICT developments, cross-
media applications, competition and innovative
business models will make Munich radiate globally
in this segment as well.
We see Mobile World Capital as an international
distinction. Munich Metropolitan Region will fill
the Mobile World Capital with life, creativity and
enthusiasm. In Munich, mobility is a true
commodity!
CANDIDATURE?
The preconditions for implementing Mobile World
Capital in the Greater Munich Area are excellent.
Bavaria and Munich are a world-class high-tech
location and the economic powerhouse at the
centre of Europe, with the ICT and media
industries playing a key role. This environment is
rounded off by our high-tech industries, science
and research landscape, elite universities and our
global market leaders. Munich is the cluster for
cross-discipline technologies. The city has the
highest purchasing power and lowest
unemployment in Germany. It is the safest
European metropolis and renowned for its great
hospitality. Munich has an efficient road network,
an airport that has received international awards,
an exemplary public transport system and a state-
of-the-art trade fair centre.
ATTENDEES?
Apps & Alps. This is Munich. And this is the
unbeatable formula for the success of Mobile World
Capital in our city. Munich offers enormous
development potential and optimal starting
conditions for the Mobile World Congress and
Mobile World Capital.
The Bavarian State Government, the State Capital
of Munich and the New Munich Trade Fair Centre
together with the ICT and user industry based here,
and also research and science, are all giving their
full backing to the bid.
MONTHS?
We like competitions. We are very much aware of
the strength and capabilities of our co-competitors.
Nevertheless, we are still convinced that Munich
offers an ideal framework for earning the title of
Mobile World Capital 2013 2017.
Eric Besson,
French minister of industry,
energy and the digital economy
under the minister of economy,
finance and industry.
Most people will tell you that Paris is well known
for romance, fine gastronomy, and its amazing
sights. Few, however, will mention that the Paris
regions entire economic structure is grounded in
innovation and entrepreneurship, and currently
provides the ICT sector with a fertile soil for its
development. Although this great ecosystem is
sometimes overlooked, Paris is a vibrant digital
scene, expected to become the heart of the mobile
industry.
The Mobile World Capital is about showing
people the exciting interactive uses they will have
access to, from their own mobile. We are witnessing
a significant and tremendous change in the mobile
industry, and Paris yearns to be a leader of this
revolution.
Paris is among the top international leading
cities in high technology and will definitely
enhance and promote the interests of the mobile
and ICT industries.
France's interest in the GSMAs concept is
strengthened by the fact that it is in perfect
harmony with the government's economic policy
and the citys ambition to develop innovative
companies, especially in the ICT industry. In
October 2008, the French Government launched
the Digital France 2012 action plan, in order to
make France a leading digital nation by 2012. The
plan is based on four key priorities: enable all
citizens to access digital networks and services,
develop the production and supply of digital
contents, increase and diversify the use of digital
services by companies, government and citizens,
and modernise the governance of the digital
economy.
Several local initiatives have already been
launched, such as the Paris Region Innovation
Laboratory, whose goal is to transform the city into
an immense testing ground where prototypes and
innovative applications can be tested in vivo and in
situ, on their way to the proof of concept. A
widespread deployment of NFC mobile services is
also scheduled for this year.
In short, the Mobile World Capital concept
would perfectly fit our digital economy policy and
help Paris and its region achieve its transformation.
CANDIDATURE?
Paris offers a great venue at the heart of the city.
Paris is also a strategic location, right at the heart of
Europe and benefits from highly developed access:
more than 500 million Europeans are within a 3
hour-journey time from Paris. We have the space
and the savoir-faire to make these international
events worldwide successes, which can take the
Mobile World Congress to an unprecedented level.
The GSMA can also rely on a strong dedicated
mobile community, guaranteeing a success for the
festival and the center. A home to many international
headquarters, Paris and its region represent the
largest R&D centre in Europe and the second city in
Europe, regarding inward investments. Business and
research opportunities in Paris are amazing.
ATTENDEES?
The mobile ecosystem is experiencing a sort of
revolution. New technologies are being developed and
more and more mobile applications are leading the way
to a new era for this industry. All the major players are
here in Barcelona, today, attending the Mobile World
Congress. They are the key players of tomorrows digital
economy, leading us through this major transformation.
A Mobile World Capital would be nothing without the
many companies which are working hard everyday to
make this industry so creative and innovative.
Do not hesitate to come and visit the French
Pavilion, in Hall 2.0, where you will find all the
information you are looking for about our Candidacy.
Right from the start, the City of Paris, the le-de-
France Region, and the French government have
been working hand in hand.
Orange has also been a strong supporter from
the beginning.
We have received many signs of interest from
different major companies, both in and outside the
mobile technology industry.
MONTHS?
The various candidate cities may all offer strong
opportunities to the GSMA but Paris is definitely
willing to take the Congress to the next level. People
attending this congress every year are looking for a
place to make business, to show their latest inventions,
to meet top decision makers. But they are also looking
for an unforgettable place where they can be easily
inspired, challenged and where they bring their ideas
to life. Paris will offer them all these opportunities.
I hope to see you all in Paris, in 2013.
MUNICH PARIS
WE ARE CONVINCED THAT
MUNICH OFFERS AN
IDEAL FRAMEWORK FOR
EARNING THE TITLE OF
MOBILE WORLD CAPITAL
2013 2017.
IN MUNICH, MOBILITY IS A
TRUE COMMODITY!
Photo Paris Convention & Visitors Bureau -
Amlie Dupont
ENTERPRISE MOBILITY | SYBASE
The Mobile Majority
Companies that embrace the mobile
future will be rewarded on the bottom line.
Dr. Raj Nathan, Executive Vice President & Chief Marketing Officer, Sybase, a SAP Company
W
orkis the right word for what these
devices can do. Of organizations
that allow employees to use
personal mobile devices for business, 65 per
cent report greater productivity, according to a
recent study by IDG. Such improvements in
productivity are quickly driving down the total
cost of ownership (TCO) for mobile initiatives.
As a result, mobilizing the enterprise is an
imperative for businesses in 2011. Regardless
of industry or size, a mobile enterprise is a
fertile field for business innovation,
competitive growth and profitability.
DATA EFFICIENCY PAYS
If the median Fortune 1000 business increased
the usability of its data by just 10 per cent, it
could realize a US$2.01 billion annual revenue
increase, found a 2010 study by the University
of Texas at Austin. A pharmaceutical company
with 36,000 employees and sales of
US$388,000 per employee could increase sales
per employee by nearly US$56,000a 14.4
per cent increase.
Such top-line improvements dont come
solely from investments such as mobilizing
corporate email. Enterprises must be willing to
dedicate significant resources to a broad
enterprise strategy that extends their data and
applications to mobile devices. The good news?
Usage of company data assets can improve
dramatically, as can the companys bottom line.
For mobility leaders, mobile customer
relationship management (CRM) is a no-
brainer; arming a sales force with a mobile
version of its most valuable tool and providing a
direct link to better customer service and higher
productivity doesnt even warrant debate.
FOR THEM A BETTER QUESTION IS:
WHAT ELSE CAN WE MOBILIZE?
Forward-looking organizations are considering
mobile initiatives that leverage data assets,
increase employee productivity and improve
the bottom line. Target end-users include
executive and middle management, field
service delivery and repair technicians, sales,
operations, marketing and customer service.
It isnt just a case of fascination with the latest
technology. Powerful, game-changing business
drivers are inspiring enterprises around the
globe to integrate mobility into their core IT
support strategy. These drivers include:
Fast return on investment (ROI)
Increased employee productivity
Desire to interact directly with the customer
Ability to attract the best of upcoming
talent from the universities
More reliance on mobile information
workers and teleworkers
Companies that have already mobilized
aggressively have boosted employee
collaboration and productivity, real-time
access to critical business information and
employee satisfaction. Theyve also reduced
costs and the time to make decisions while
improving customer satisfaction.
FAST ACTION, IMPROVED ROI
As task workers and information workers adopt
mobile device technology in a massive wave,
the ROI of mobile investments will continue to
accelerate. There are many reasons, but the key
one is higher employee productivity.
Users cannot be effective in their roles if
they must wait until theyve returned to their
desksor even their laptopsbefore they
can make a decision, provide an approval or
give managerial guidance and feedback. In
the modern enterprise, there is zero tolerance
for unnecessary delays.
The ability to respond to requests in real
time increases efficiency, improves data
accuracy and availability, allows reps to spend
more time selling and reduces the cost of
business operations. And the benefits extend
to every industry and most job functions.
Today, enhanced productivity fueled by
mobile applications is enjoyed by managers,
sales reps, customer service agents, field
service technicians, retail associates,
warehouse managers and many more.
Revenues for mobile patient-monitoring
applications alone will reach US$1.9 billion
by 2014, predicts Juniper Research.
The common thread? Immediate data
input. Fast response will result in more
service level agreements (SLAs) met, more
customers satisfied and more product moved
without waste.
Contributing factors to the high ROI of
enterprise mobility include:
Increased customer and business partner
satisfaction
Reduced sales cycles
Streamlined workflow with added visibility
Increased productivity and efficiencies
Reduced operational costs
Improved data collection and accuracy
The next step is to enable everyone in the
enterprise with similar tools to drive efficiency.
END-USER DRIVEN
Much of the U.S. workforce already uses
personal mobile devices for business.
According to Forrester Research:
57 per cent use their device to make work-
related phone calls.
48 per cent use it to check work email.
42 per cent use it to search the Internet or
an intranet for work-related information.
These uses are just the tip of the iceberg,
but they illustrate how mobile computing is
so vital that information workers will pursue
it even in the absence of corporate support.
When ungoverned, mobile users can
expose the organization to risk and threaten
existing application investments. But when
governed appropriately, workplace use of
consumer-oriented smartphones and
tablets can help employees get more done
and heighten morale in the process.
The importance of raising morale should
not be underestimated. An IDG survey found
that 61 per cent of companies that let
employees use personal mobile devices at
work report higher employee satisfaction.
Conversely, organizations that dont permit
enterprise use of personally owned devices
can alienate current and potential employees.
Younger, more tech-savvy professionals
often referred to as Millennialshave
grown up on mobile phones and social
media. Organizations that ignore their deep
affinity for mobile computing do so with risk.
Youre going to have a negative backlash
and end up becoming a company that people
dont want to work for,notes Zeus Kerravala, a
senior vice president and mobility expert at the
Yankee Group. Eventually, organizations that
cant or wont accommodate these users needs
will miss out on top young talent and fall even
further behind more mobile-savvy competitors.
The good news is, companies that want to
aggressively make use of employees personal
mobile devices to enrich business efficiency
and profitability are very unlikely to
experience resistance among users.
UBIQUITY BREEDS OPPORTUNITY
The opportunity for employers to embrace
mobile technology to positively differentiate
themselves exists today, in large part, because
of the near-ubiquitous presence of mobile
devices across their organizations already.
Though unorganized, the devices are there to
be leveraged, and the device owners are
eagerly onboard. All it takes is for executive
and IT leadership to define the path forward
to take advantage of the vast business
potential that lies therein.
One cost-effective way to jump on the mobile
bandwagon is to adopt a bring your own
policy. Organizations can encourage personal
device use in the office and perhaps offer a
technology stipend to employees to spend on
laptops, smartphones, tablets or carrier fees.
This strategy allows companies to support
employee mobility without picking up the
entire tab. Even letting workers expense
business-related voice and data fees is a start.
Ultimately, employees who purchase their
own devices have higher morale and yield
significant savings for the company in capital
expenditures.
But you dont have to formalize such a
policy to begin leveraging the potential of
your smartphone installed base. The fact that
you dont own the devices should not prevent
you from thinking of them as corporate
assets. The sooner you can change your
corporate culture to match todays mobile
zeitgeist the faster you will see the results
significant resultson the bottom line.
CHANGING WITH THE TIMES
Smartphones and tablets are quickly
becoming the information workers most
valuable tools. While no one is predicting
they will replace desktops and laptops,
mobile devices are taking over a huge part of
their workload. Best of all, they are available
right now, at users desks across the globe,
waiting to be enlisted for business. Businesses
that embrace that fact will be the first to reap
the rewards that come with having a happier,
more productive workforce.
After two years of hunkering down in cost-cutting mode, global IT is being
jolted awake by the golden glow from millions of mobile device screens
wielded by an eager, impatient workforce. With their big, bright displays,
intuitive interfaces and high-speed Internet connections, smartphones,
tablets and other portable devices put a wealth of services and information
at users fingertips. Not surprisingly, these users want the same convenience
and data accessibility they enjoy at home and everywhere else to work for
them in the office as well.

Protection Revenue
C

Protection Revenue

Protection Revenue

Protection Revenue


World Leader in Mobile Security
Come and visit us in Hall 4, Level 6, Hospitality Suite 01.
www.adaptivemobile.com
Insight Protection Revenue
Comprehensive
Proven Network Protection
World Leader in Mobile Security World Leader in Mobile Security World Leader in Mobile Security World Leader in Mobile Security World Leader in Mobile Security World Leader in Mobile Security World Leader in Mobile Security
Comprehensive Comprehensive Comprehensive
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ight Pro
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Revenue
Come and visit us in Hall 4, Level 6, Hospitality Suite 01. Come and visit us in Hall 4, Level 6, Hospitality Suite 01.
Come and visit us in Hall 4, Level 6, Hospitality Suite 01. Come and visit us in Hall 4, Level 6, Hospitality Suite 01.
TICKET MACHINE
AEROPORT SHUTTLE
PRIVATE SHUTTLE HOTEL SHUTTLE
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AVENUE
HALL
3
COURTYARD
(HALL 7)
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Hall 1.0
Ground Floor
Bar and Restaurants
Cloakroom
Exhibition
Information Desks
Toilets
Level 1
Hospitality Suites
Hall 2.0
Ground Floor
Accommodation Services provided by
Bar and Restaurants
Cloakrooms
Exhibition
Information Desks
Networking Lounge
Registration
Toilets
VAT Refund/Tax
Mezzanine
Meeting Rooms A,B,C & D
Level 1
Exhibition
Media Centre
Hall 3.0/Courtyard
ATM/Cash Machine
Bar and Restaurants
Exhibition
First Aid
Hall 4.0
Bar and Restaurants
Business Centre (Level 8) provided by
Cloakroom (Level 0)
Hospitality Suites
Hourly Meeting Rooms (Level 8)
Information Desk (Level 2)
Toilets
VIP Networking Lounge (Level 0)
Hall 5.0
Level 0
Cloakroom
Information Desk
Speaker Preparation Room
Speaker Testing Room
Auditorium 2 (Conference Room)
- App Planet Forum (Monday)
- Band App Audition (Monday)
- BMIC University Mobile Challenge Award presentation (Monday)
- Mobile Advertising: Integrating Mobile into a Broader Advertising
Campaign (Tuesday)
- Mobile Advertising: How Effective is Multimedia Mobile Advertising? (Tuesday)
- Mobile Advertising: Delivering Personalised Advertising and Protecting
Privacy (Wednesday)
- Mobile Advertising: How to Make In-App Advertising Work (Wednesday)
- Network Technology Evolution (Thursday)
Level 1
Congress Restaurant 1
Congress Restaurant 2
Information Desk
Level 2
Shuttle & Venue Booking provided by
Rooms 1 & 2
GSMA Meeting Rooms
Room 3 (Conference Room)
- WAC Press Conference (Open to Press only)
- Mobile Enterprise (Tuesday)
- Consumers in the Cloud (Tuesday)
- mPublishing: Bringing a New Dimension to Print - (Wednesday)
- Mobile TV: Moving from Last-Resort to Must-See TV (Wednesday)
Level 3
Auditorium 1 (Conference Room)
- MWL Keynote featuring Microsoft (Monday)
- MWL Keynote featuring Twitter (Monday)
- Keynote 1 - View from the Top (Tuesday)
- Keynote 2 - The Power of Applications (Tuesday)
- GSMA Global Mobile Awards Ceremony (Tuesday)
- Mobile World Live Keynote featuring Google (Tuesday)
- Keynote 3 The Evolution of the Mobile Internet (Wednesday)
- Keynote 4 - Connecting the Dots Consumer Electronics (Wednesday)
- Strategies for Growth - Mergers & Acquisitions (Wednesday)
- Strategies for Growth: Mobile Internet in a World of Innovation, Investment &
Return (Wednesday)
- Business Services Symposium (Monday)
- Social Networking: Social Goes Mobile (Tuesday)
- Augmented Reality: Is Reality Ready to be Augmented? (Tuesday)
- Mobile Innovation: A Vision of 2020 (Wednesday)
- Strategies for Wholesale: The New Face of the MVNO Business Model
(Wednesday)
- Embedded (Thursday)
- mHealth (Monday)
- Network Breaking Point Part 1 and 2 (Tuesday)
- Regional Focus: Spotlight on the U.S.A. (Wednesday)
- Mobile Devices: It's What's Inside That Counts (Wednesday)
Mobile Money (Thursday)
Room 31
GSMA Meeting Room
Room 32
MWL Interview Room
Hall 6.0
Cloakroom
Exhibition
Hospitality Suites
Zone 4
Exhibition
VIP Pick-Up & Drop-Off Point
Zone 5
Exhibition
App Planet (Hall 7.0)
Application Developer Conferences
App Lounge
Bar and Restaurants
Cloakroom
Damm Bar
Exhibition
First Aid
Hospitality Suites
Information Desk
Prayer Room
Toilets
GSMA Seminars
Rich Communication Suite, Monday
GSMA Spam Reporting Service, Monday and Tuesday
Mobile Advertising (MMM/MAM), Monday and Thursday
Mobile Broadband - an update on HSPA+ and LTE, Monday
GSMA OneAPI, Tuesday
Embedded Mobile Seminar, Tuesday
Mobile Health Cocktail Reception, Tuesday
Mobile Energy Efficiency and Green Power for Mobile, Wednesday
MMU Working Group, Wednesday
Hall 8.0
Bar and Restaurants
Cloakroom
Damm Bar
Exhibition
GSMA Pavilion
GSMA Sales Office
Hospitality Suites
Information Desk
Toilets
National Palace/MNAC
Congress Party & Awards Celebration
Leadership Summit
Mobile Venture Forum
Avenue
ATM/Cash Machine
Exhibition
Fast Track /Access
Lost & Found
Metro Ticket Machines
Police Stations
Restaurant Booking Service provided by
Plaza Espaa
Airport Shuttle
Metro Station
Taxi Station
Avenida Rius I Taulet (between upper and lower village)
Hotel Shuttle Buses
Private Shuttle Buses
Taxi Station
Zone 3, Zone 6
Exhibition
TOILETS
CLOAKROOMS
POLICE STATION
LOST & FOUND
FIRST AID CENTRE
TAXI RANK
VIP PICK UP &
DROP OFF POINT
INFORMATION DESKS
METRO
FREE WIFI HOTSPOTS
CAFS & RESTAURANTS
METRO TICKET MACHINE
TICKET MACHINE
RESTAURANT BOOKING SERVICE
SHUTTLE BUS
EXHIBITOR SERVICE DESKS E
ATMMACHINE
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VILLAGE MAP
EXHIBITION OPENING TIMES
Hall 1.0, Hall 2 (2.0, 2.1), Hall 6.0, App Planet (Hall 7.0) and
Hall 8.0
Monday 14 February ..................................................09:00 19:00
Tuesday 15 February ..................................................09:00 19:00
Wednesday 16 February ............................................09:00 19:00
Thursday 17 February ................................................09:00 16:00
OUTDOOR EXHIBITION AND
HOSPITALITY SUITE AREAS
Hall 1.1, Hall 3.0 (3.0 Courtyard, 3.1 Gallery), Hall 4 (4.0, 4.1, 4.2,
4.3, 4.4, 4.5, 4.6, 4.7, 4.8), Hall 6.0, Hall 8.0, App Planet (Hall 7.0),
Avenue, Zone 3 (Z3), Zone 4 (Z4), Zone 5 (Z5), Zone 6 (Z6)
Monday 14 February ..................................................07:30 22:00
REGISTRATION OPENING TIMES
Saturday 12 February ................................................09:00 18:00
Sunday 13 February ..................................................09:00 20:00
Monday 14 February ..................................................07:00 20:00
Opening Times
VISIT US IN HALL 6
PROGRAMME
mHealth: Can mHealth Become a Profitable
Business? How and When?
09:00 10:30 Room 6
In theory, there are several ways of making mHealth into a
profitable business. But with healthcare costs increasing all over the
world, the difficulties become clear when the pieces of this long
value chain come together to discuss pressing issues such as
reimbursement rates, data privacy, regulation, as well as
determining who pays whom.
Mobile operators have just recently joined this puzzle but they have a
critical role to play, not only as connectivity providers, but also as the
reaching arm that allows patients to be connected and accessible;
increasing effectiveness and decreasing the costs of treatments.
This session will bring to light the latest business developments in the
mHealth area from the business point of view, discussing the importance
of involving the entire ecosystem in order to make this business work
throughout its complex value chain.
mWellness: Remote Monitoring &
Preventative Care
11:00 12:30 Room 6
One of the key benefits of delivering healthcare services through mobile
telephony is the possibility of moving some minor day-to-day general
wellness activities away from doctors and into the hands of the patient.
Most illnesses need constant monitoring by specialists, either on-site
or remotely. But to an individual that only needs a low level of
monitoring, the option of self-monitoring indicators like body fat,
weight, blood pressure, cholesterol, and heart rate can be extremely
useful and cost efficient. While privacy concerns may hinder the
upload of such indications into physicians or hospitals, consumers
have access to applications that allow them to store and compare
their own data by wirelessly uploading data to their smartphones.
This session will discuss how mWellness can make a difference in
peoples lives, whether from the use of mobile diagnosis
applications or SMS-based reminders established by hospitals to
patients whose wellbeing depends on simple medication intake.
A Glimpse into the Future Business and
Technology of mHealth
14:00 15:30 Room 6
What will the market for mobile healthcare look like in five years?
Will mHealth have developed into a fully sustainable business with
its own set of rules and own ecosystem? Will the key stakeholders
find common ground and work together in a way that is both
profitable for the industry and beneficial for the society? Will it
unveil ground breaking technological innovations that forgo theory?
This session will try to look into the future of mHealth from both
economical and technological standpoints.
Jointly Developed with
09:00 15:30 Room 5
In todays ultra-competitive market, a new kind of service provider is
emerging. Transformation now goes a long way beyond the major
network investments of the past decade, encompassing every
aspect of the operator business. Innovation, partnerships, creative
business models and the customer experience are more than just
the latest buzzwords: they are the keys to future growth.
The Business Services Symposium will examine the changing role of
the operator while discussing how the definition of traditional BSS
and the services they support is changing, as well as the reasons
why the operators business today must focus on its most vital asset
the customer.
Key focus areas will include:
Delivering flexible, innovative services and business models
Embedding flexibility and responsiveness within all facets of the
business
Gearing up for high-speed time-to-market strategies
Understanding the critical role of standards in the transformed
marketplace
Making Apps Profitable
09:00 10:30 Auditorium 2
With most mobile apps generating thousands, rather than tens of
thousands, of dollars in revenue, writing code can feel like a hobby
rather than a career. It can be an expensive hobby - developers are
faced with the cost of porting apps across a bewildering and ever-
expanding array of OS platforms and device form factors. But there
are some signs that the apps ecosystem is now becoming more
commercially astute as device manufacturers and mobile operators
expand the monetisation options open to developers.
This session will explore a consumers willingness to pay for apps, as
well as the pros and cons of the many different business models and
technology platforms developers can pursue. It will also consider the
costs of developing apps on each of the platforms, the size of the
potential market and the scope for differentiation. Session participants
will also debate how many platforms a developer should support and
whether the arrival of HTML5-enabled web apps is a game changer.
Making Apps Smarter
Are apps smart enough? Most of todays mobile apps work the
same way no matter who is using them or in what context. The
only snippets of contextual information widely used by mobile apps
right now are location and device type. However, apps could be
customised on-the-fly according to the gender, age, social network
or connection speed of the person using them.. Moreover, apps
could interact more with other apps to give the user a more
personalised and relevant experience.
This session will explore the potential benefits of using contextual
information to customise apps in real-time, as well as potential
obstacles such as the availability of APIs and privacy concerns. We
will also debate whether mobile operators, the major social
networks or other entities are best placed to act as trusted
intermediaries for the kind of contextual information which would
make apps more relevant and attractive to advertisers.
Band App Audition - Making Music Apps Work
The GSMA's Band App Audition was the first of its kind, to offer a
platform for app developers to submit ideas for some of the world's
leading artists, including Muse, Faithless, and Metric. This session will
reveal the best submission and explore areas of specific app innovation
needed by artists, to fully exploit the potential of monetisation of
music based content, including merchandising, ticketing and more.
Moderator: Mark Smith, Marketing Director, GSMA
Speakers include:
Brian Message, Co manager of Radiohead & Chairman,
The Music Managers Forum
Matt Drouin, Manager of Canadian, indie rock band, Metric
Jimmy Shaw, Member, Metric
Ralph Simon, Mobile Entertainment Specialist & Advisor to
some of the world's leading artists
Taking Apps to the Mass Market
Despite all the hype, most people still dont have smartphones and
dont use mobile apps. Although apps, mostly in the form of Java-
based games, have long been available for feature phones, they
have often been undermined by incompatibility problems and other
technical issues. Mobile money transfers, weather forecasts and
other value-added services from mobile operators and others are
gaining traction in Africa and developing Asia, but they typically use
SMS and USSD technologies and have limited functionality.
This session will explore whether apps developers should pursue the
billions of feature phone users worldwide or focus just on the fast-
growing base of smartphone owners. After all the bad press around
WAP and GPRS, it will also debate whether average consumer trusts
mobile data services and tariff plans enough to make use of apps. What
happens when people want to complain? Should mobile operators, with
their extensive retail stores and call centres, take on a customer services
role? Moreover, in the cash-strapped developing world, apps will likely
need flexible business models that use variable pricing to be widely-
affordable and make best use of limited network capacity.
BMIC University Mobile Challenge Awards
Presentation
15:30
KEYNOTE SPEAKER:
Steve Ballmer,
CEO,
Microsoft
16:00 16:45
Auditorium 1
KEYNOTE SPEAKER:
Dick Costolo,
CEO,
Twitter
17:00 17:45
Auditorium 1
Best Practices In Creating and Managing A
Developer Program
09:00 18:00
Location: ADC Auditorium 3
Open to all Congress Attendees
Led by developerprogram.com, this one day session will address a
plethora of questions and concerns that operators have before they
make their investment into a third-party developer program. Several
who have successfully asked and answered the questions, and now
operate programs to recruit and retain best-in-class developers,
realizing a tremendous ROI, will share insight with you.
Well look at why MNOs should create a software developer
program, the advantages and return-on- investment for consumers
and business customers, and how to attract and retain the best
developers for your business. Itll give you with the ammunition
you need to make the go/no go decision on your investment into a
program for your organisation.
Nokia Developer Day
09:00 17:00
The Nokia Developer Day will allow you to see for yourself how
easy it is to develop for Nokia platforms and get your apps in the
hands of millions of consumers around the world. Youll learn
directly from Nokias experts and your peers in the developer
community, explore dynamic technology platforms including Qt,
and hear tips and tricks to publishing and marketing your apps
through Nokias Ovi Store.
Whether youre an entrepreneur, biz-dev professional, coding
professional, or hard-core gamer looking to learn more, the Nokia
Developer Day is not to be missed!
WAC, Widgets and Worldwide Distribution
11:30 18:00
Twelve months since WAC was announced in a blaze of publicity at last
years MWC, theyre now ready to explain the developments theyve
made in conjunction with over 60 WAC members over the past year.
Come along and find out about the technology behind WAC, the
distribution channel for widgets and gain an insight into some of
the application stores that will be connected to WAC from February.
Plus youll find out about the roadmap for WAC-enabled devices
being launched throughout 2011 and beyond and see for yourself
how simple it is to develop widgets for WAC distribution.
Conference Sessions
Business Services Symposium
App Planet Forum Mobile World Live Keynotes
App Developer Conferences
DAY 1 Monday, 14 February 2011
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1.1HS47 1.1HS51

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REGISTRATION
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CY08 CY06
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COURTYARD
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Counter
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GSMA Seminar Theatre
APP DEVELOPER CONFERENCE 1
GSMA INITIATIVES
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7MH03 7MH05
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INFORMATION POINT

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c

T

www.syniverse.com

1 1 2:55:29 PM
UNLEASH THE POSSIBILITIES
The advent of 4G technologies like LTE enables new possibilities for mobile engagement such as mobile video
communications that forge and propel connections.
Unleashing the power of LTE, Syniverse is bridging the 2G, 3G and 4G worlds with a single, proven network:
The Syniverse IPX.
Visit us in Hall 8, Stand A111 to discover how IPX is one more way we make mobile work.
We make mobile work.
www.syniverse.com

Z4.1 Z4.2
Paella Restaurant
VIP pick-up
and drop-off
point
Powered by Cisco
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Z5.1
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FLOORPLANS | ZONE 3, ZONE 4 & ZONE 5
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ACCESS TO
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ACCESS TO
TOILETS

CAFS & RESTAURANTS

AVENUE

TOILETS
CLOAKROOMS

ZONE 6 & AVENUE | FLOORPLANS
HALL 1.0
@-yet GmbH 1B13
4M Wireless 1F58
Accanto Systems 1J37
ADECEF 1F56
Advanced Innovations Inc 1F17
Agilent Technologies 1A46
AIRCOM International 1B14
Airspan Networks 1B56
Airweb 1G32
Aito Technologies 1F62
Altobridge 1F17
AMPHENOL ANTENNA SOLUTIONS 1D58
Anite Finland Ltd 1J45
Anite Telecoms Ltd 1D64
ANRITSU 1B31
Arantech 1F17
Argela 1C13
Aricent 1F38
Arieso 1D57
ARM Ltd 1C01
Ascom Network Testing - TEMS Products 1C09
Ascot International Srl 1A19
Astellia 1B08
AT4 wireless 1H29
Atheros Communications, Inc. 1G39
Automation Engineering Inc. 1J32
Avanquest Software 1B59
avinotec GmbH 1B13
Axesstel, Inc. 1B64
Bercut Ltd. 1A51
Bluegiga Technologies Inc. 1F62
BND CO., LTD. IF07
Booz & Company 1F51
Bridgewater Systems 1F47
Bubble 1E63
Business Support Solutions 1E62
Bytemobile, Inc. 1F05
Cambridge Broadband Networks 1G26
Cambridge Consultants 1E68
CBOSS 1D06
CCI - Communication Components Inc. 1F63
Ceragon 1D01
CEVA, Inc. 1F33
City of Cologne 1B13
CM 1C67
C-motech IF07
Colibria AS 1A23
COLOGNE BONN BUSINESS 1B13
COMARCH 1F20
CommProve Ltd 1H39
COMPRION 1G38
Comptel 1C06
ComputaMaps 1C17
Comviva Technologies Ltd. 1E01
Contela, Inc. IF07
Continuous Computing 1F01
Convergys 1G67
Creanord Ltd 1E19
Creativity Software 1E61
CRUCIALTEC CO.,LTD IF07
CSR 1E51
CTI Group 1E62
Cubic Telecom Ltd 1F17
Cypress Semiconductor Corp. 1B12
Deutsche Welle 1B01
DIGITAL ARIA IF07
Digital Reach Group Limited 1F17
DigitalGlobe, Inc. 1A50
Dolby Laboratories 1C43
Dsseldorf,City of 1B13
E-BLINK 1F59
EDCH 1E52
Enterprise Ireland 1F17
Entre Marketing Ltd 1E19
Equiendo Ltd 1F17
eSAY Mobile 1E62
European Communications Engineering 1E19
EVISTEL 1A11
EyeSpyFX 1E63
F5 Networks 1H21
Femto Forum 1G19
Fjord 1E19
Foxda Technology (HK) Co.Ltd 1G61
F-Secure 1E19
FTS 1F67
FUJITSU SEMICONDUCTOR LIMITED 1F69
Funambol 1J46
Future Product Design 1E69
Globitel 1A59
GoS Networks 1F17
HTC 1D34
iBasis 1E32
IBM Corporation 1C31
Ibys Technologies S.A. 1G36
IKT Norge 1C44, 1E44
Imagination Technologies 1D45
IMImobile 1B63, 1A62
Infineon Technologies AG 1B22
InfoGin 1G55
Intamac 1F61
InterDigital 1D07
International Turnkey Systems Group (ITS) 1F60
Intivation 1F53
Intune Networks LTD 1E63
INVIGO 1E67
ip.access 1E02
Iptune Oy 1E19
IXIA 1C62
Ixonos Plc 1E19
JDSU 1A03, 1A70
Jinny Software 1E38
JOT Automation Ltd. 1E19
Keima Limited 1E57
Keynote SIGOS GmbH 1F70
Kineto Wireless 1A45
Kochar 1J33
Korea Trade-Investment Promotion Agency (KOTRA) 1F07
LANCOM Systems 1B01
Lavandoo Mobile Solutions GmbH 1B13
LogMeIn 1G31
Lotus 1B56
LSTech Co., Ltd. 1D69
MACH 1H49
match2blue holding GmbH 1B13
Mavenir Systems Inc. 1A55
mBlox 1F43
MCTEL 1G13
MediaTek Inc. 1C58
Menix Co.,Ltd 1D67
METRO GROUP Future Store Initiative 1B01
MFORMATION TECHNOLOGIES INC. 1A56
Microsoft 1D19
Mi-Pay 1E53
Mixem Solutions Ltd. 1E19
Mobile Communication Cluster e.V. 1B13
MOBILE LEADER CO., LTD IF07
Mobile Technology Convergence Center IF07
MobileMonday Belfast 1E63
Mobilethink 1F68
MOVIRTU 1E66
Movius 1F24
N.A.T. GmbH 1B13
NEOMTEL CO., LTD IF07
net mobile AG 1B13
NetScout Systems, Inc. 1G05
NewBay 1F17
NewNet Communication Technologies, LLC. 1G03
Nexus Telecom AG 1J36
Nokia, Qt Development Frameworks 1E44
Northern Ireland Mobile Excellence c/o Invest
Northern Ireland 1E63
NRW.INTERNATIONAL GmbH 1B01, 1B13
Nujira Ltd 1E56
Nvidia Ltd 1C34
NXP Semiconductors 1F14
NXP Software / LifeVibes 1A15
OBIGO Inc 1E04
Ocosmos Co., Ltd 1G34
OLAWORKS, INC. IF07
Opera Software 1C44
Opticom GmbH 1B39
P3 communications GmbH 1B70
Picochip 1D56
Portugal Telecom Inovao, SA 1H33
PowerMe Mobile 1G69
Project People Ltd 1J44
Protei ltd. 1B49
Psiloc 1E31
PT 1G15
Qualigon GmbH 1B13
RAD Data Communications 1D01
RADCOM 1D01
Redknee Solutions Inc. 1E37
Revector 1E58
Rightware 1E19
Rohde & Schwarz 1D33
Rovio Mobile Ltd. 1E19
RSUPPORT 1G45
Sandvine 1J42
Scottish Development International 1E64
Secusmart GmbH 1B13
SHELL LINE CO., LTD. IF07
Shhmooze Ltd 1E63
Silent Communication 1F02
SLA Mobile 1E63
Socowave Limited 1F17
Sol Electronics Limited 1E55
Solaris Mobile 1F17
SPB Software 1A27
Spirent Communications plc 1C14
Star Arcade 1E19
Star Finanz-Software Entwicklung und Vertriebs GmbH 1B01
Starhome GmbH 1E32
Summitek Instruments 1D70
SwissQual AG 1A07
Talk Irish Ltd 1E63
Tango Telecom 1F17
Tecnotree Corporation 1C50
Tekelec 1F44
Tektronix Communications 1D59
Telenity 1B51
Telnic Limited 1D68
Tensilica, Inc. 1F39
The Now Factory 1F17
Tieto Corporation 1F25
TotalMobile 1E63
TouchType 1E65
Triasx Pty Ltd. 1D70
TriQuint Semiconductor 1B55
tyntec Ltd. 1E60
UK Hospitality Area 1E70
Ulticom, Inc. 1G48
University of Ulster 1E63
Visa 1B19
Volubill 1B18
Waspit Limited 1E71
Watchdata 1C05
WeDo Technologies 1J31, 1J34
WITHUS CO., LTD IF07
Xceed Technologies, Inc. 1A40
Xilinx 1E47
XPAL Power 1G59
Zapa Technology Ltd. 1F17
HALL 1.1
Agilent Technologies 1.1HS24
AIRCOM International 1.1HS70
ArcSoft Inc 1.1HS25
ARM Ltd 1.1HS57
Bridgewater Systems 1.1HS30
Continuous Computing 1.1HS28
Cypress Semiconductor Corp. 1.1HS21
DTS 1.1HS51
Future Dial, Inc. 1.1HS32
Informa Telecoms & Media 1.1HS40
Meucci Solutions 1.1HS47
Mintigo Ltd. 1.1HS52
Mobixell Networks 1.1HS65
Ocosmos Co., Ltd 1.1HS49
Opera Software 1.1HS35
Orga Systems GmbH 1.1HS62
Picochip 1.1HS20
Solaris Mobile 1.1HS60
Tango Telecom 1.1HS61
TATA COMMUNICATIONS 1.1HS48
Tektronix Communications 1.1HS36
Traffix 1.1HS01
UK Hospitality Area 1.1HS43
Vantrix Corporation 1.1HS39
HALL 2
2001 Technology Incorporated 2G33
2j s.r.o 2C95
2N TELEKOMUNIKACE 2G13
35.COM TECH-INFO CO.,LTD. 2A120
3G Multimedia Ltd 2C06
3GSP 2H33
3GVision 2C12
3Roam 2F49
6WIND 2H10
8motions 2E47
A3&O 2C02
ABIT Corporation 2C110
Acapela Group 2E47
Ace Technologies Corp. 2F28
AceAxis Ltd 2F08
Acquire Asia Pacific 2C71
ACT750 2E47
ActivNetworks 2E47
Adax Europe Ltd 2D51
ADC is now Tyco Electronics 2B61
ADEUZA 2F49
Advantech Co. Ltd. 2G38
Aerotel Medical Systems 2C12
AFISEO SAS 2F49
agenceNTIC Bourgogne 2E47
AGENCE REGIONALE DE DEVELOPPEMENT
PARIS ILE-DE-FRANCE 2E47
Agile Telecom Srl 2H69
Airborne NV 2H33
Airwide Solutions 2B38
Aktavara AB 2F13
Alberta Canada 2A108, 2A97
Alcosystems 2F13
Alepo 2H12
All Jack Co Ltd 2G55
Allot Communications 2B53
ALSETT 2G51
Altai Technologies Limited 2C96
ALTEK Corp 2B120
AltiGen Communications, Inc. 2B76
Alvarion 2C25
AM3D 2A05
AMA/ Matthieu SAINT DENIS CONSULTING 2E47
AMD Telecom 2E07
Amos Spacecom 2B05
ANADIGICS 2C19
Analogix Semiconductor Inc. 2B97
Anevia 2B102
Animated Media Inc. 2A97
Antica S.A. 2D05
AnyDATA Corporation 2A78
Apliman Technologies 2J25
Appsteur 2E47
Aquafadas 2G51
Argus Technologies (Australia) Pty Ltd 2D14
AriadNEXT 2F49
ARKAMYS 2E47
Arkivator AB 2F13
Arpuplus 2H62
Artilium NV 2H33
Ascent Telecom 2C54
Aspiro 2A67
Atchik-Realtime 2H15
ATEME 2E47
ATLANTIS INTERNATIONAL S.L. 2F32
AtlasCT 2C72
ATOMIZ 2E47
Authente 2A67
Avenir Telecom 2C47
Avertim 2H33
Avvasi Inc. 2A97
AWEX REGION VALONA DE BELGICA 2H33
AWIT INC 2C114
AwoX 2G51
Axell Wireless 2C26
AzureWave Technologies Inc. 2C09
B.A.S.E. TECHNOLOGIES 2H33
Baseband Technologies Inc. 2A97
beeweeb spa 2A17
Belgium-Belgica 2H33
Berlin-Brandenburg c/o Berlin Partner GmbH 2H04
Betomorrow 2E47
BHE Bonn Hungary Electronics Ltd. 2C06
Bipper Communication 2A67
Bircom Telekomunikasyon ve Bilisim Hiz. San. ve Tic. A.S. 2A90
Birdstep Technology AB 2F13
Bit2go 2C12
BLiNQ Networks Inc. 2A97
BluePosition 2A05
Bluwan UK 2F33
BMx Computers NV 2H33
BoomeRing Communication (2005) Ltd. 2C72
Boost Communications 2H58
Boost Your Startup 2E47
Bordeaux Chamber of Commerce and Industry 2E47
Bordeaux Games 2E47
BORDEAUX INVEST 2E47
BRETAGNE INTERNATIONAL 2F49
BridgeWave Communications 2E46
Brodit AB 2B123
BRUSSELS EXPORT 2H33
Buzzinbees 2F49
BYD Company Limited 2D88
C&D Technologies (UK) Limited 2B89
CADEGE Youtransactor 2E47
Call My Name (NTTM) 2J42
Cap Digital 2E47
CASSIS INTERNATIONAL Europe 2F49
castlabs GmbH 2H04
Caterpillar 2H47
CAVITID INC. 2A108
Cavium Networks, Inc. 2C05
Ceedo Technologies 2C72
CellGuide 2C12
Cellint Traffic Solutions Ltd. 2C72
CELLMAPS (POWERED BY AMERICAN ROAMER) 2C93
CellMax Technologies 2D06
Celltick 2C15
Cellular Italia S.p.A. 2E21
Centile 2F49
Cerillion Technologies Limited 2D65
certgate GmbH 2C112
CETECOM GmbH 2D77
Chips&Media,Inc. 2F12
Chitwing Technology 2A113
CHUGULU 2E47
Cinergy 2A125
CINTEL 2F49
Citendo 2H33
Clarity Telecom 2F49
Cloud9 Communications ltd 2G32
Codix 2G70
COELMO S.R.L. 2C111
Coiler Corporation 2A26
Comarcom 2C12
Comba Telecom Limited 2D28
COMITE D EXPANSION ECONOMIQUE DU VAL D OISE 2E47
Commsquare 2H33
Communology 2B68
Computaris 2A60
ConceptWave Software Inc. 2A97
Conduit 2F29
Consotel 2H34
Cooler Master Europe B.V. 2A110
CoolFlux DSP NXP Semiconductors 2H33
COOVZ.COM 2E47
Coral Telecom Ltd 2C54
Coresonic AB 2F13
CPC Co., Ltd. 2C94
craze productions 2C12
Creaceed 2H33
CREOVA 2F49
CRITICAL PATH 2D20
CTDI GmbH 2B104
cVidya Networks Ltd. 2J49
Danish IT Industry Association 2A05
DASUR 2C72
Datalogics Inc. 2B122
Datatronics Telco 2A86
DAXIUM 2F49
DEFNE 2H42
Delmec Engineering 2A125
Deltanode Solutions AB 2H38
Derdack GmbH 2D26
DESAY A&V SCIENCE AND TECHNOLOGY CO., LTD. 2A103
desix technology 2E47
DEV-HELP 2F49
DGT 2C108
DHATIM 2E47
Dialog Semiconductor Ltd 2B82
Digital Receiver Technology 2B106
DigitalWalli 2E47
DIGITATA LIMITED 2C105
Digitrad 2E47
Ditech Networks 2C62
diviosoft 2E47
Doro 2G01
DragonWave Inc. 2A118
DxO Labs 2E47
EBO-ENTERPRISES 2H33
Echovox 2F49
Ecocarrier Inc. 2A97
EDB Ergo Group 2A67
EKINOPS 2E47
Eltek Valere 2A67
Emida 2J64
Encap AS 2A67
ENQIO 2H33
Epitiro Limtied 2H40
ERCO & GENER 2F49
ERCOM 2D66
ESCAUX 2H33
ESKADENIA Software 2A62
ETSI 2F41
eubus GmbH 2D49
EUPEN - KABELWERK EUPEN AG 2H33
Euro Communication Equipment s.a.s 2G18
EUROMEDITERRANEE 2F49
Eurotech Communication Ltd 2C12
Eurotek Italia 2B12
EXFO 2B113
Exir Telecom 2F02
EXPORT DEVELOPMENT CANADA 2A107
Flt Communications AB 2F13
Feedbox 2C72
FibroLAN 2B05
FIME 2F49
Fixmo 2A97
FKtel group 2F49
FLANDERS INVESTMENT & TRADE 2H33
Flash Networks 2B75
FlexGroups 2A102
FlexiTon 2C06
FLEXYCORE 2F49
Focus Infocom 2C115
Forsk 2H18
Fraunhofer IIS 2E41
Fraunhofer Institut for Integrated Circuits IIS 2E41
Fraunhofer Institute for Computer
Architecture and Software Technology, FIRST 2E41
Fraunhofer Institute for Integrated Circuits,
IIS Integrated Digital Terminals Division 2E41
Fraunhofer Institute for Telecommunications Heinrich
Hertz Institute 2E41
Fraunhofer-Gesellschaft 2E41
fSONA Networks Corp 2E15
Future Card 2A122
Fuzhou Rockchip Electronics co. Ltd. 2J65
GEAR4 2J09
GEKA TELECOM 2F49
GENBAND 2B90
Genetel 2F49
GEOIMAGE 2G51
GestureTek, Inc 2A97
GILLAM-FEi 2H33
Global IP Solutions 2A14
GLOBO Mobile S.A 2A07
GoNet Systems 2B80
Government of Canada 2A107
Gowell Telecom Technology Ltd. 2J55
GSMK CryptoPhone 2D59
G-stat 2C12
Guangdong Chutian Dragon
Smart Card Company Limited 2B125
HAIKU 2F49
Hanvon Technology Co., Ltd 2J53
Hanwang Technology Co. Ltd 2D62
Hitachi, Ltd. 2A25
HOBIM Cards & Services 2B73
HSL (Hay Systems Ltd) 2D26
COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND
EXHIBITOR LISTING
Hungama Digital Media Entertainment Pvt. Ltd. 2J07
iBeaken 2H33
IKIVO AB 2F13
imec 2H33
implementa gmbh 2H34
INDUSTRY CANADA 2A107
I-New Communicative Solutions GmbH 2G60
Infobip 2B01
Infonova 2B103
Innovation Norway 2A67
Insight SiP 2F49
interact-iv.com 2E47
Interphase Corporation 2H57
INTERSEC 2D15
INTRACOM TELECOM 2C46
IntSig Information Co., Ltd 2B100
Invest in Bavaria 2G63
Invest In France Agency 2G51
INVEST LANGUEDOC-ROUSSILLON 2G51
In-Webo Technologies 2E47
IPERCAST INTERNATIONAL 2F49
IPgallery 2C72
Ipix 2J58
iQsim 2F49
IRIS TELECOM 2B87
Iskratel, d.o.o., Kranj 2B57
ISM 2E47
ITM Einkaufs GmbH 2J31
ITS Telecom 2C72
ITware Ltd. 2C06
IXI mobile 2C72
JABLOCOM s.r.o. 2G69
Jabra / GN Netcom 2E30
Jamo Solutions 2H33
Jet Propulsion Laboratory 2C92
John Wiley & Sons 2A100
Juni 2B72
Kaben Wireless Silicon Inc. 2A97
KAPSYS 2F49
KATHREIN-Werke KG 2B16
King Slide Technology Co., Ltd. 2E35
KMW Inc. 2G11
KNOCK TELECOM S.A. 2C37
Kontron 2A28
Kryos Velocity 2A97
La French Mobile 2E47
Laser 2000 2H33
LD Mobile 2F49
Lemon Way 2F49
LILLYBELLE 2E47
LIN.K nv 2H33
Linkra S.r.l 2H02
LitePoint Corporation 2E14
Lleida.net 2E40
Logia Group 2C75
Longcheer Holdings Ltd 2E58
Longcheer Technology (Shanghai) Co., Ltd 2H13
Lotus 2F07
LTU technologies 2E47
Luup Ltd. 2A67
M.E. Media Market 2C72
MailVision Ltd. 2B05
Manaty 2E47
Marben Products 2D03
Marlink S.A. 2H33
MasterImage 3D 2B13
MATERNA Information & Communications 2A27
MATIMOP 2C72
MATRIX COMSEC PVT LTD 2B111
MAXCOMM CO., LTD. 2G34
mCASH Norway 2A67
MCE Systems 2C12
Media Mobility 2F49
MEDISCS 2G51
Mentum 2G15
Mer Telecom 2C72
Meucci Solutions 2H33
MHL 2B108
Microelectronics Technology Inc. 2J18
MIDI PYRENEES EXPANSION 2G51
MILPIX SA 2E47
MIND CTI Ltd. 2C75
Mindspeed Technologies 2H57
Miyowa 2J41
Mob4Hire Inc. 2A108
Mobenga 2F13
MobiApp ltd' 2C72
Mobibase 2F49
Mobilaris AB 2F13
Mobile Arts 2F13
Mobile Distillery 2F49
mobile token 2H33
MobileTag 2E47
Mobiletech 2A67
MobiLuck 2E47
MobiNear 2E47
MobiNetS 2J60
Mobiquant Technologies 2G51
MobiWeb Ltd. 2A16
MOBPARTNER 2F49
MOBYLLA 2H33
MOIMSTONE CO LTD 2D01
Mondial Telecom SA 2H33
MoobiFUN 2G51
Mootwin 2G51
Moovade 2H33
Movenda 2B06
Movidius 2C107
Mr Handsfree / TE-Group NV 2J15
MTI Wireless Edge Ltd. 2B118
mufin GmbH 2H04
Multi Communication 2H33
MULTICELL 2F49
myFC AB 2F13
Myphone SP z.o.o. 2G16
Nanjing Wanlida Technology Co., Ltd 2D02
Napatech 2G28
Nash Technologies 2G63
NCC 2F49
NEIIO 2G51
Nemotek Technologie 2B112
Neomades 2E47
neosesame 2F49
NeoSOFT Technologies 2C54
Neptuno - NAAP 2H60
NET CHECK GmbH 2F69
NetComm Limited 2B119
New rFid Concept 2E47
Newfield Wireless 2A66
Newport Media Inc. 2E33
Newscape Technology 2F49
NOMADESK 2H33
NOMADIC SOLUTIONS 2E47
Nomor Research GmbH 2G63
nToklo 2C101
NTX Research 2F49
Ocean Observations 2F13
Octasic Inc. 2H71
Onda Communication S.P.A. 2B17
One Smart Star 2C72
OnMobile Global Ltd. 2C67
Ontario Ministry of Economic Development and Trade 2A97
op5 AB 2F13
Opal Manufacturing Ltd. 2J64
Open Cloud Ltd 2C88
OptiCaller Software AB 2F13
Optiway Ltd. 2C72
OriginGPS Ltd. 2B05
Orkio Belgium bvba 2J54
OROLIA SPECTRACOM 2E47
P2i 2E66
PAGE UP 2E47
Panorama Antennas Ltd 2B98
Paris Region Economic Development Agency 2E47
PARTELEC 2E47
PeopleLogic Corporation 2A97
PETER-SERVICE 2A06
Phonaris 2C75
Phone from the supermarket BV - John's Phone 2B95
Phonitive 2G51
Pic2world 2B05
PLANET NETWORK INTERNATIONAL 2E47
PlayAdz 2F49
Pleex / Maeglin Software 2G51
POINTGREEN BUSINESS 2E47
Polaris Networks Inc. 2J04
Pole Star 2G51
Polystar 2E18
Pomeranian Science and Technology Park 2A112
Power.org 2J56
PRAGMA 2F49
Pravala Inc. 2A97
Praxedo 2E47
Prayaag Technologies 2C54
PRIM'VISION 2F49
Prisma Engineering srl 2F01
Procera Networks 2A86
PROVENCE PROMOTION 2F49
Pure Agency 2E47
Pyro Networks 2C28
Qingdao Haier Telecom Co.,ltd. 2J11
Qosmos 2A70
Qosmotec Software Solutions GmbH 2D49
Qowisio 2F49
QuadManage 2C72
Quality Technology Industrial Co., Ltd. 2J51
Radionor Commuications AS 2A67
Radwin 2C12
RCS Rampal Cellular Stockmarket Ltd. 2C12
Realtime Systems Ltd 2C54
RealVNC 2J69
RESI Group - ITALIA-MOBILE 2F14
RESI Group 2F14
REVE Systems 2A111
Reverb Networks Inc. 2A10
RF MORECOM COREA 2B124
RF WINDOW.CO.,LTD 2A31
RGB Networks 2B101
RG Systemes 2G51
Rohde & Schwarz Topex 2A58
RoutoMessaging 2A82
RTx Technology Co., Ltd. 2B26
Ruckus Wireless, Inc. 2F37
Runcom Technologies 2C72
RYMSA 2G20
Saguna Networks 2C12
Sanjole, Inc. 2J46
Santok Enterprises Ltd 2C31
SAP 2D82
SCIENCE REVOLUTION 2E47
SCIMOB 2G51
Screenovate technologies Ltd. 2C12
SCS Cluster 2F49
SDMO INDUSTRIES 2E17
SeaWell Networks Inc. 2A97
Sequans Communications 2A116
ServersCheck 2H33
Servision Ltd. 2B05
SETELIA SAS 2F49
Shanghai BroadMobi Communication Technology Co Ltd 2J61
Shanghai SimCom Ltd 2H19
Shenzhen Huaptec Co.,Ltd 2J59
Shenzhen Konka Telecommunications Technology Co., Ltd. 2F27
Shenzhen Simtech Technology Co. 2C100
Shenzhen Telacom Science & Technology Co Ltd 2J63
Shyam 2B33
SIAE MICROELETTRONICA 2D54
Siklu Communication Ltd 2C75
Silicon Image 2B108, 2B109, 2B110
SimService A/S 2A05
SIRADEL SAS 2F49
SISTEER 2E47
SITQ Systems GmbH 2H04
Sivers IMA AB 2F13
Skiller Games 2C12
SKYFIBER 2B92
Smart Wireless Pvt. Ltd. 2J70
SMARTCOM 2E47
Smarterphone AS 2A67
Smith Micro Software Inc. 2A61
SMSTRADE 2H61
SNAPP 2E47
Sofialys 2G51
SOFRECOM 2B69
Softwave Wireless 2E47
Sonus Networks 2C13
SOX 2J27
Spatial View Inc 2A97
SPINNER GmbH 2C81
SPIRIT 2H11
SPMT 2B110
StarDust 2F49
StarVedia Technology Inc 2G36
STM Group 2H36
Streambow 2H70
Streamezzo 2C37
StreamWIDE 2H64
Sud de France Export 2G51
SUEN bvba 2H33
SUPERTOOTH - ECE SAS 2G18
SUPRANETCOM 2F49
Sweden at the Mobile World Congress 2F13
Sweden Mobile Association (SMA) 2F13
Sybase 365 2A15
Symena 2C103
Synapse Mobile Networks 2F13
Synchronica plc 2A35
SYNCHROTEAM 2E47
Systematic Paris region 2E47
Tagattitude 2E47
TalkPool 2F13
TAT (The Astonishing Tribe) 2F18
TATA ELXSI 2C106
TD Industry Alliance 2A73
TEAM COTE D AZUR 2F49
Tech 21 Sensor GmbH 2H04
Techfaith 2D74
TechInsights 2B93
TechnoSpin 2C72
Tech-Vision Investment Consultancy (Shenzhen) Ltd 2J57
Telco Systems 2B70, 2C72
Telcordia 2B25
TeleBilling A/S 2A05
Telecom equipment & Services Export Promotion Council 2C54
Tejas Networks Ltd. 2C54
TelecomCity 2F13
Telefleet, a Market-IP Solution 2H33
TeleMessage 2C12
Telena 2B121
Telepin Software 2A97
Telequid 2F49
Teletech International 2E47
Teligent Telecom 2F13
Tellabs 2A47
Tellmewhere 2E47
Telmar Network Technology 2G08
The Israel Export & International 2B05, 2C75,
Cooperation Institute 2C12, 2C72
Think&Go NFC 2F49
TIBCO Software 2D40
TIC-mobile GmbH 2H04
TikiLabs 2E47
Todacell 2B05
TRAGAMOVIL 2J12
Trango Systems 2A126
TRANSATEL 2E47
TRANSFERTO 2F49
Triplay 2C12
Trusted Logic 2H01
TUBS GmbH, TU Service GmbH 2H04
Turkcell Technology Research & Development Inc. 2B73
Tvinci Ltd. 2C75
TWINLINX 2F49
TXO Systems Limited (formerly Transmission Only Ltd) 2B116
Ubidyne 2C98
Ubifrance 2F49, 2E47, 2G51
UBIKOD 2F49
Umeox Mobile Limited 2B29
UTEL 2E47
VASCO DATA SECURITY 2H33
Vedicis 2C102
VIACCESS 2B69
Vidamo Group 2A67
Vidiator 2D04
ViewSonic Europe 2G32
Visicom Company 2D29
Vision Objects 2E47
Vision Smarts 2H33
Vizrt 2H58
VMware 2H53
VNL 2B47
Voiceserve ltd 2J21
Vopium A/S 2A05
Voxbone SA 2E38
Voxpilot 2F49
VSS Monitoring, Inc. 2B115
Vtion Information Technology(FuJian) Co.,Ltd. 2A101
VTT Technical Research Centre of Finland 2G12
WaveIP Ltd. 2B05
Waze 2C12
Webwag 2E47
W-HA 2B69
Widmee 2E47
Wi-Ex 2J29
Wind River 2C04
WIRELESS LINKS 2C72
WIT Software 2C63
Wmode 2A97
Wopata 2E47
WORLDCALL 2H33
YuHua TelTech (Shanghai) Co., LTD 2A92
Zenkko 2F49
ZEN Mobile 2C54
Zinwave Ltd 2G39, 2B09
HALL 2.1
Almalence Incorporated 2.1D70
appMobi 2.1D50
ArtizaNetworks, Inc. 2.1C26
arvato services 2.1C28
Asentria Corporation 2.1EZ15
Bayer MaterialScience AG 2.1EZ5
Beafon Mobile GmbH 2.1A60
Berkeley Varitronics Systems 2.1A58
Best Csell Inc. 2.1EZ19
Celcite 2.1C38
CompeGPS Team S.L 2.1EZ4
Compsoft plc 2.1A74
Connected Creativity at
MIPTV / ReedMidem 2.1C49
ControlCircle 2.1A73
Crystal Reality LLC 2.1C29
DATANIL Software 2.1A67
DO IT IN BCN 2.1D62
Eastcompeace Smart Card Co.,Ltd. 2.1D34
ECCO Outsourcing 2.1A67
Egypt Network Company 2.1A67
EMSS Consulting 2.1EZ13
Endstream Communications 2.1A56
Epicom Corporation 2.1EZ18
EVP International, JSC 2.1B25
Exalt Communications, Inc. 2.1C45
FeedHenry Ltd 2.1EZ14
FONEXION SPAIN S.A. 2.1C59
Giza Systems 2.1A67
GMV 2.1A16
Human Factors International 2.1EZ7
Innovative Nano Systems 2.1C27
Institute of Cellular Communication (ICC) 2.1C61
InvenSense, Inc. 2.1C50
JUST5 (Orbita Telecom) 2.1B33
KEBTechnology Co., Ltd 2.1A65
Linktop Technology Co. Ltd. 2.1A30
madvertise Mobile Advertising GmbH 2.1D46
MarkAny, Inc. 2.1EZ12
Mastone Communication & Electrical
Development Co., Ltd 2.1A29
Megapay 2.1D68
MEIKUAN, S.A. 2.1EZ17
Mellmo 2.1D28
MicroStrategy 2.1C73
Ministry of Communications and 2.1A55,
Information Technology, Egypt 2.1A67
Mobiclip, Inc. 2.1D56
MobileAccess 2.1C33
modomodo 2.1D32
MTS MITAS Telecom Systems Inc. 2.1A10
National Telecommunication
Regulatory Authority, Egypt ( NTRA ) 2.1A55
Navitel s.r.o 2.1A12
Neugent Technologies, Inc. for andy 2.1C32
Nexon Technology Co., Ltd. 2.1EZ16
NICE Systems 2.1B70
novero GmbH 2.1B77
Opencode Systems 2.1B51
openTrends Solucions i Sistemes S.L 2.1EZ9
Pass Solutions 2.1EZ6
PEARSON 2.1D58
Polycom Inc 2.1D26
Questex Asia Limited 2.1D60
QuickLogic Corp. 2.1EZ1
Rhomobile 2.1A62
Rx Networks Inc 2.1C30
Sensirion AG 2.1C69
Shenzhen Soaye Communication Technology Co., Ltd 2.1A61
Shenzhen Wave Telecommunications
Technologies Co.,Ltd 2.1A72
Smart AdServer 2.1B69
Smart Villages Company 2.1A67
SPX Communication Technology 2.1D40
Symantec Corporation 2.1A15
SySDSoft 2.1A67
Systemics-PAB Sp. z o.o. 2.1B75
Taqua, LLC 2.1B27
Teclo Networks 2.1D52
Telecomax VAS 2.1A67
TeleSemana 2.1D30
Teletech Company 2.1A67
TELNET Redes Inteligentes S.A. 2.1C57
Tessera Technologies Inc. 2.1C56
The Smiley Company 2.1A28
Utiba Pte Ltd 2.1D48
Yifang Digital (HongKong) Company Limited. 2.1EZ10
Zenprise 2.1A27
Zerista 2.1C31
Hall 3.0 Courtyard
abertis telecom CY22
ACC1 CY03
Accenture CY25
ACCESS CO., LTD. CY23
Acer Europe S.A. CY17
AD Telecom CY03
Adsmedia CY22
adsmediatech CY03
Aviat Networks CY08
Azetti Networks CY22
Barcelona Digital Technology Centre CY03
Bharti Artel Ltd. CY02
Brightstar Corporation CY01
CPM TELECOM CY22
Etisalat CY20
EUROSTAR MEDIAGROUP CY22
fonYou Telecom CY22
Fujitsu Limited CY13
Genaker CY22
Gowex CY22
GSMA Embedded Mobile House CY21
IBM Corporation CY18
Intel Corporation (Intel MeeGo Pavilion) CY09
INVEST IN SPAIN CY22
Juniper Networks CY06
Kinetical Business, SL CY03
Marvell Semiconductor, Inc. CY15
Ministerio de Industria, turismo y Comercio CY22
ORANGE CY07
Red.es CY22
Secretara de Estado de Telecomunicaciones y para la
Sociedad de la Informacin CY22
Simfonics CY22
Sironta CY03
SITmobile CY03
Solaiemes CY22
Telenor Group CY19
Unkasoft Advergaming CY22
Visual Engineering CY03
Vodafone CY29
Wavecontrol CY03
Zed CY22
Zhilabs CY22
EXHIBITOR LISTING
Hall 3.1 Gallery
42 Telecom 3.1HS40
Arbor Networks 3.1HS58
Axel Technologies Oy 3.1HS157
Business Logic Systems Ltd 3.1HS167
Canonical Group Ltd 3.1HS31
Celtro Ltd 3.1HS137
Ceragon 3.1HS166
Cloudmark 3.1HS133
Cognovo 3.1HS30
Communology 3.1HS112
Comverging Technologies LLC 3.1HS174
Deltenna 3.1HS48
DesignArt Networks 3.1HS16
DeviceAnywhere Ltd. 3.1HS164
DIGITAL ARIA 3.1HS183
DigitalRoute 3.1HS04
DxO Labs 3.1HS116
EMITAC MOBILE SOLUTIONS 3.1HS85
Evolving Systems 3.1HS98
ExB Communication Systems 3.1HS129
Excelacom 3.1HS12
EXPORT DEVELOPMENT CANADA 3.1HS93
FUJITSU SEMICONDUCTOR LIMITED 3.1HS175
Fundamo 3.1HS52
Gameloft 3.1HS56, 3.1HS54
GENBAND 3.1HS24
Government of Canada 3.1HS60, 3.1HS117,
3.1HS91, 3.1HS93
GSMA SRS 3.1HS182
Hitachi, Ltd. 3.1HS126, 3.1HS130, 3.1HS138
INQ Mobile 3.1HS55
Lime Micro Systems 3.1HS86, 3.1HS50
Lionbridge Technologies, Inc. 3.1HS43
MediaTek Inc. 3.1HS161
Mobiclip, Inc. 3.1HS97
Movidius 3.1HS57
NewNet Communication Technologies, LLC. 3.1HS121
NGMN Alliance 3.1HS125
Nuance Communications 3.1HS47, 3.1HS49
OneAccess Networks 3.1HS20
Packet One Networks
(Malaysia) Sdn Bhd 3.1HS34
PMC-Sierra (Wintegra) 3.1HS100
Power.org 3.1HS53
Provigent 3.1HS09
Rambus 3.1HS90
Redknee Solutions Inc. 3.1HS165, 3.1HS171
Renesas Electronics Europe GmbH 3.1HS13,
3.1HS17, 3.1HS25
Sand 9 3.1HS170
Santok Enterprises Ltd 3.1HS176
SensorLogic 3.1HS42
Silicon Hive B.V. 3.1HS115
Silicon Image 3.1HS99
Smiths Interconnect Wireless
Technology Group 3.1HS88
Software Imaging Limited 3.1HS44
Sonim Technologies 3.1HS102
Sybase iAnywhere 3.1HS101
Sycamore Networks, Inc. 3.1HS155
TAOS Inc 3.1HS118
TATA COMMUNICATIONS 3.1HS26
Telegent Systems, Inc. 3.1HS61, 3.1HS63
TeliaSonera AB 3.1HS33, 3.1HS35,
3.1HS36, 3.1HS37
Tessera Technologies Inc. 3.1HS65, 3.1HS71,
3.1HS70, 3.1HS72, 3.1HS181
Tieto Corporation 3.1HS153, 3.1HS156, 3.1HS158
TMNG Global 3.1HS94
TruePosition Inc. 3.1HS114
tyntec Ltd. 3.1HS03
Velocent Systems, Inc. 3.1HS83, 3.1HS84
Verizon Wireless 3.1HS06
Vesta Corporation 3.1HS96
Vidiator 3.1HS147
Vlingo 3.1HS05
Volantis Systems 3.1HS168
Volubill 3.1HS162
Hall 4
4G Americas 4.7HS50
AdaptiveMobile 4.6HS01
Adobe Systems Incorporated 4.1HS37
AEROFLEX 4.6HS48
Airvana Limited 4.6HS22
Altair Semiconductor 4.6HS63
Amimon 4.1HS01
Aplix Corporation 4.6HS02
Aptina 4.5HS16
Asocs 4.1HS01
ASUS 4.3HS40
Atmel Corp 4.5HS44
Audience 4.7HS31
AuthenTec 4.7HS47
Aylus Networks 4.6HS07
B.I.S 4.1HS01
Broadcom Corporation 4.1HS02
BroadSoft Inc 4.6HS23
Cambridge Broadband Networks 4.3HS30
Cavium Networks, Inc. 4.7HS42, 4.7HS38
Comability 4.1HS01
Communitake 4.1HS01
CounterPath Corporation 4.6HS21
Cypress Semiconductor Corp. 4.5HS23
D-Link Corporation 4.2HS40
Dell Inc 4.4HS02
Discretix Technologies Ltd 4.7HS22
Divinet 4.1HS01
Ecrio Inc. 4.2HS36
Edelman 4.7HS56
Elektrobit Wireless Communications 4.6HS34, 4.6HS36
EMPIRIX INC. 4.5HS04
Envivio Inc. 4.4HS04
Equinix 4.7HS12
Ethrix 4.1HS01
Exent 4.1HS01
GCT Semiconductor 4.5HS02
Google Inc 4.3HS12, 4.4HS30, 4.4HS50
GSMA PathFinder 4.6HS13
HiCenter 4.1HS01
HipLogic 4.6HS08
Idomoo 4.1HS01
IKIVO AB 4.6HS46
Infineon Technologies AG 4.3HS07, 4.3HS13
Infineon Technologies AG 4.4HS25
InfoGin 4.1HS01
Intrinsyc Software, Inc 4.7HS01
Israel Mobile Association (IMA) 4.1HS01
Javelin Semiconductor Inc 4.7HS33
Jungo Ltd 4.4HS14
Kyocera Communication Inc 4.7HS03
Lexifone 4.1HS01
MATRIXX Software 4.6HS11
McAfee International Ltd 4.0EMR08
MCE 4.1HS01
Meet The Boss 4.6HS30
Mesaplexx UK Ltd 4.0EMR07
Messe Planning 4.7HS57
Metratech 4.7HS06
MFORMATION TECHNOLOGIES INC. 4.4HS31
Micron Technology 4.6HS09
Micropointing 4.1HS01
MIPS TECHNOLOGIES, INC. 4.6HS57
Mobile Tornado 4.1HS01
Mobily 4.7HS14
Monotype Imaging Ltd 4.7HS36
Motricity 4.0EMR04
Mtekvision Co Ltd 4.5HS01
Nanoradio AB 4.7HS60
NDS 4.4HS14
Neomobile SpA 4.6HS49
Netbiscuits GmbH 4.6HS37, 4.6HS35
NetLogic Microsystems Inc 4.7HS58
NTT Communications Corporation 4.6HS62
NXP Semiconductors 4.7HS46
OmniVision Technologies, Inc 4.7HS39
Panasonic Mobile Communications 4.7HS19, 4.7HS29
Pontis 4.4HS01, 4.4HS03
Quammy 4.1HS0
RadiSys 4.2HS11
Radware 4.1HS01
RealNetworks, Inc. 4.0HS019
Red Bend Software 4.3HS50
Renesas Electronics Europe GmbH 4.5HS11
RooX 4.5HS29
Route 66 4.7HS04
Samsung Semiconductor Europe GmbH 4.0HS02
Scalado AB 4.6HS27, 4.6HS61
Scaleform Corporation 4.7HS18
Shazam Entertainment Limited 4.2HS12
Sierra Wireless 4.3HS02
Snapkeys 4.1HS01
Sonus Networks 4.2HS25
SRS Labs 4.7HS10
Stollmann E+V GmbH 4.7HS20
Sybase 365 4.6HS38
SYNAPTICS INC 4.6HS04
Synopsys 4.6HS39
TAT The Astonishing Tribe 4.7HS32
Teletech 4.6HS31
TomTom 4.3HS19
TranSwitch Corporation 4.7HS27
Ubiquisys 4.0EMR05, 4.0EMR06
Vayosoft 4.1HS01
Verizon Wireless 4.7HS09, 4.7HS13, 4.7HS15
VisualOn Inc 4.6HS53
Voxpilot 4.6HS32
WeFi 4.1HS01
Wind River 4.4HS19
Wireless Intelligence 4.6HS05
Wolfson Microelectronics 4.6HS50
Yahoo! 4.3HS10, 4.4HS05
Zenprise 4.6HS15
Hall 6
Alcatel-Lucent 6C23
Ericsson 6E01, 6E30
Sony Ericsson Mobile Communications AB 6E01, 6E30
App Planet
24/7 Entertainment 7HS13
7 layers 7EM15
Adenyo 7HS20
Adeya SA 7EM06
Adfonic 7C90
Aepona 7CZ7, 7HS12
Agence France-Prese 7D64
Air Liquide Hydrogen Energy 7GP22
Alcatel-Lucent 7A96
Alerant Inc. 7B80
ALK Technologies - CoPilot Live 7C80
Amarula Solutions BV 7EM21
Anomalous Networks 7A107
Apadmi Ltd 7B33
Axeda Corporation 7CZ9
BACKELITE 7CZ10
BCN TOUCH 7GC6
Beabloo 7GC1
BlackBerry 7B42
Blogmusik - Deezer 7B83
Business Support Solutions 7B33
BuzzCity Pte Ltd 7E47
Catalyst Outsourcing Limited 7B33
CELSYS, Inc. 7C44
ClearCaller Ltd 7B33
CommuniGate Systems 7E40
Compuware Corporation 7E62
Continua Health Alliance 7MH12
CyberPlat OJSC 7MM12
deCarta 7HS10
Digimarc Corporation 7B70
DVMH Communications S.A. de C.V. 7CZ3
eBuddy 7C34
eGain EMEA Headquarters 7D58
eKassir 7MM06
ELECTRIC MATERIAL, INC 7A98
Electro Power Systems SpA 7GP12
Endomondo 7E63
Enough Software 7D62
Ephone International Pte Ltd 7MH26
Exmart, Ltd 7E45
eyeOS 7GC9
Fiabee 7GC3
Fon 7A72
Franklin Wireless Corrp. 7EM24
Fundamo 7MM01
GE Transportation 7GP16
GfK Retail and Technology 7E58
GlobalCollect, International Payment Service Provider 7MM14
Google Inc 7HS07
GSMA App Garage 7APG
HCL Technologies 7CZ6
Healthcare Alert 7MH10
HEART BIT Inc. 7A92
Hewlett-Packard Company 7C37
hSenid Mobile 7EM26
Icar Vision Systems, S.L. 7GC10
i-docs 7MM21
I Health Lab Inc. 7MH03
Immersion Corporation 7C56
Ingenia Telecom 7B108
INNOVA 7C62
Intel Corporation 7B28, 7HS18
Internetq 7B26
ITINERARIUM 7GC5
Itude Mobile BV 7MH08
J1CK Mobile Systems 7A114
JAGA Electronics 7C88
Japan External 7A84, 7A88,
Trade Organization 7A90, 7A104
Jasper Wireless 7EM20, 7HS01, 7HS08
Kapsch CarrierCom AG 7A80
Kaspersky Lab 7B38
Krusell International AB 7E68
Laipac Technology Inc. 7MH02
Laszlo Systems 7CZ1
LEVEL s.r.o. 7EM22
M-Field Energy Ltd 7GP26
mHealth Alliance 7MH04
mHealth Company 7MH01
Mireo d.d. 7D45
mms mobile messaging solutions GmbH 7CZ4
mobil data IT & Kommunikationslsungen GmbH 7D60
Mobile Engine 7D50
MobiSystems 7E61
MobiTV, Inc. 7HS14
MoboTap Inc 7A105
MobStudio (Mobilfon Ltd) 7D35
Mocean Mobile 7B34
MOMAC 7CZ5, 7HS17
MoreMagic Solutions 7MM10
MOVILWAY by Celistics 7B68
Mozat Pte Ltd 7A86
Mozido 7MM02
MUBIQUO 7A102
mxData 7E44
Navigon AG 7D36
NAVTEQ 7D42
NDRIVE NAVIGATION SYSTEMS, SA 7C70
Nedstack fuel cell technology 7GP06
net mobile AG 7B82, 7D33
NetQin Mobile Inc. 7EM12
NeuStar Inc 7CZ2
Nimbuzz 7EM28, 7HS05
Novatel Wireless Inc. 7C86, 7HS02, 7HS04
NTT Solmare Corporation 7C44, 7HS15
Omnifone 7C69
Oonair 7C35, 7GC2
ooVoo 7A38
OpenMarket 7E42
Oracle 7C18
OtterBox 7B90
Palringo Ltd 7D22
paythru 7MM16
Perception Digital Limited 7MH28
Perfecto Mobile 7D48
Pontomobi 7A112
PowerOasis Ltd 7GP02
QIWI Ltd. 7EM04
Qporama 7GC8
Red Caret Ltd. 7CZ11
RedFlow Limited 7GP14
Rotana 7D67
Saft Industrial Battery Group 7GP04
SEAMLESS 7MM20
Sennheiser Communications A/S 7D56
Service2Media 7B35
Shanghai HanXiang (CooTek)
Information Technology Co., Ltd. 7B88
SKYPE Communications sarl 7D49
Sling Media 7E52
Smaato Inc. 7C38
SolarWorld AG 7GP08
Sonos 7HS11
Spicysoft Corporation 7A94
Spin3 7HS21
ST-Ericsson 7E69
STMicroelectronics 7A106
Symmetricom, Inc. 7EM02
Teambox Technologies SL 7GC4
Telmap Ltd. 7C42, 7HS19
The Bill & Melinda Gates Foundation
- Grand Challenges Explorations 7MH20
Thumbstar Games Limited 7B33
TMNG Global 7GP18
Toei Animation Co., Ltd. 7C28
Trevisan Tecnologia 7B102
UAB TeleSoftas 7B104
UMIC Research Centre, RWTH Aachen University 7EM14
Upstream Systems 7D61
VALID 7B84
V-DOCS Paperless Contracts 7GP01
Velti 7C58
VeriFone Systems, Inc. 7MM22
Vringo 7D46
Weathernews Inc. 7A100
Wholesale Applications Community (WAC) Limtied 7C82
WIN Information Technology Inc 7MM04
Yospace 7D20
Zyncro Tech 7GC7
Hall 8
Acision 8A93
Actix Ltd 8C66
Amdocs Management Limited 8B101
AT&T 8A77
CELLEBRITE 8B71
Cisco 8A70
emporia Telecom 8A139
eSERVGLOBAL 8A69
Gemalto SA 8A102
Giesecke & Devrient 8B65
Golla 8A50
Google Inc 8C25
GSMA Pavilion 8C118
Huawei Technologies Co., Ltd. 8A159
InnoPath Software 8B70
Intec 8A67
Intel Corporation 8B192, 8B197
LG Electronics Mobile Communications Company 8B178
Maxim Integrated Products, Inc. 8B83
Morpho, e-Documents Division 8B76
Motorola Mobility 8A28, 8A51
NAVTEQ 8B110
NEC Corporation 8A125, 8C32
Nokia Siemens Networks 8C01
NTT DOCOMO,INC. 8B117
OBERTHUR TECHNOLOGIES 8B68
Optimi 8B81
Orga Systems GmbH 8B130
Powermat 8B127
Powerwave Technologies, Inc. 8B109
Qualcomm Inc. 8B53
Sagemcom sas 8B73
Samsung Electronics Co Ltd 8B169, 8B177
SanDisk 8B91
sicap 8B94
SK Telecom 8A147
SKYWORKS SOLUTIONS INC 8C132
SVOX 8B79
Symsoft 8C72
Syniverse Technologies Inc 8A111
Tecore Networks 8C78
Teleca AB 8B79
TeleCommunication Systems, Inc. 8C115
Telefonica. S.A. 8A115
Texas Instruments 8A84
Verizon Wireless 8C55
ZTE Corporation 8B145
ZONE 3
Deutsche Telekom AG Z3.16
Qtel Group Z3.4
ZONE 4
HTC Z4.1
ST-Ericsson Z4.2
ZONE 5
KNOCK TELECOM S.A. Z5.1
Ericsson Z5.2
ZONE 6
Huawei Technologies Co., Ltd. Z6.1, Z6.6
Avenue
Acme Packet AV38
Airwide Solutions AV88
ALCATEL Mobile Phones AV06, AV07, AV22, AV23, AV24
ANADIGICS AV89
Aricent AV73
Arqiva AV82
ATOS ORIGIN AV02
BICS Belgacom International
Carrier Services AV37
BlueRun Ventures AV90
Booz & Company AV105
Brightpoint, Inc. AV60
Ciena AV67, AV08
Cisco AV51
Convergys AV57
Dialog Semiconductor Ltd AV98
Dialogic AV103
DivX (Sonic Solutions, RoxioNow) AV80
ezetop Ltd. AV27
Freescale Semiconductor AV17
Giesecke & Devrient AV72
Good Technology AV101
Icera Inc AV65
INQ Mobile AV04
INSIDE Secure AV70
IPWireless AV40
LSI AV64
Metaswitch Networks AV69, AV100
Millennial Media AV90
mimoOn GmbH AV99
Mobiwire AV70, AV61
Morpho, e-Documents Division AV68
Motricity AV01
Myriad Group AG AV91
Nagravision - Kudelski Group AV33
NeuStar Inc AV78
NXP Semiconductors AV16
NXP Software / LifeVibes AV15
OBERTHUR TECHNOLOGIES AV53
Openet AV84
Openwave Systems Ltd AV97
Oracle AV44
PacketVideo Corporation AV05, AV30
Parrot AV81
Renesas Electronics Europe GmbH AV10
RFMD AV58
SEVEN Networks AV31
Sierra Wireless AV36
SurfKitchen Ltd AV19
The Western Union Company AV75
TriQuint Semiconductor AV86
Ubiquisys AV85
UK Trade & Investment AV26
ViaSat, Inc. AV09
Wipro Technologies AV21
EXHIBITOR LISTING
GENBAND GENiUS (GENBAND IP Unified Services platform) is an all-IP platform
designed to simplify and fuel the transformation and convergence of fixed and mobile
networks. GENiUS uniquely takes advantage of the highest density computing hardware
and an advanced SAF (Service Availability Forum)-compliant middleware to deliver world-
class applications, performance, availability and cost savings. GENiUS is the first open
ATCA software-centric IP platform to fully integrate call control, session, signaling, security,
application and traffic and policy management. With GENiUS, service providers are able to
design their networks with the latest in state-of-the-art IP technology which has
unmatched scale, flexibility and cost. GENiUS is the industrys only universal IP Switching
and Networking platform supporting multi-purpose IP solutions.
INGENUITY. INTEGRATION. INNOVATION.
Keeping pace with subscribers fast moving demand for content anywhere, at any time, is a
challenge at the doorstep of every leading service provider. These exponential increases in
computing place a demand on service provider networks that must be matched by continual
innovation in the underlying network architecture.
The business case to meet these needs requires being able to use commercially
available, off-the-shelf components as long as those components can be guaranteed
suitable for service provider networks. An innovative product platform from GENBAND
ingeniously makes this practical approach a reality.
GENBAND delivers a unique all-IP platform the GENBAND GENiUS that supports
integrated application, call control, session border and security, and traffic and policy
management applications from GENBAND. The GENBAND GENiUS platform can be used
in conjunction with high-performance, high-density computing hardware together with the
most sophisticated middleware, GENWare, delivering the highest functionality, availability
and robustness in the market, all available with a unified GENView management system.
GENiUS uses standards-based ATCA hardware, a hardened Linux operating system with
telecom-specific extensions, and modular, fault tolerant GENWare middleware.
GENBAND GENiUS is being deployed as the common platform for many GENBAND
applications and products within the A-Series (A2), the C-Series (C3, C20), the S-Series (S3,
S2) and the P-Series (P10, P20, P80).
Having the ability to share in the common GENBAND GENiUS platform using only a few
types of multi-purpose blades programmable by software in various combinations
enables streamlined architecture and reduces acquisition, inventory and maintenance costs
for service providers.
In addition GENiUS enables superior manageability with GENView management layer
bringing common interfaces, OAM&P and Look & Feel across elements and applications.
By utilizing open standards-based components in a common ATCA hardware in the
GENBAND GENiUS platform, GENBAND is simplifying the network for service providers,
partners and suppliers, and laying the foundation to deliver future applications.
It is the kind of Ingenuity, Integration and Innovation our customers expect from us.
ADVERTORIAL

f

i

1 1 12:54:18 PM
BENEFITS
Carrier-grade robustness. Both the ATCA specification and GENBAND commitment
require that products deliver premium uptime and stable quality of service under a broad
range of operating conditions.
Multiple Applications with mix and match capabilities. One of the recognized
strengths of GENBAND is the ability to deliver powerful solutions for Network
Transformation, Convergence and Mobile Broadband. With GENiUS this strength is
advanced even further with the capability to mix and match applications to deliver
solutions for service providers on the same platform in a simpler and expedited manner.
Some examples of Solutions deployable with GENiUS:
- Consumer Voice and Multimedia Applications
- Business Voice and Multimedia Applications
- Hosted Cloud-based Applications
- Mobile Data Offload
- IP Interconnect
Lower operating cost. GENiUS can work with any hardware platform to handle a
multitude of network roles. This commonality means service providers save money on
spares inventory, training and operating costs.
Higher density. GENiUS dramatically reduces the footprint of network core components,
compared to older components. The solution is more scalable in the same space,
requires less power, and is faster and easier to install.
High overall scalability. Modular blades enable customers to mix and match blades for
different applications.
Superior manageability. GENiUS is designed for ease of management. For example, software
updates can be applied without interrupting service. Highly granular views of system
operation make it easy to isolate faults and determine root cause. A flight recorder
capability enables system restoration while preserving the data needed for root-cause analysis.
Flexible access with tight security. Users can access their multimedia services from a
variety of points desktop IP phones, PCs and laptops equipped to perform as IP
phones, and handheld devices. Their communications are protected by multiple
authentication and security measures, all managed in one central location and shared
across services for a uniform user experience.
Simple provisioning. GENView provides common operations, administration and
maintenance (OAM) across all applications that use GENiUS.
GENBAND GENiUS
Common Platform.
Uncommon Performance.
GENBAND GENiUS is a common platform delivering all the flexibility, scale and
cost savings that the worlds leading Service Providers are seeking. GENBAND
GENiUS is common in the best sense of utilization, and uncommon in how it
forges a smooth, fast path to Next-Gen connectivity.
L I V E
Mobile World Live is the online portal where you can connect with like-minded individuals, a resource
for the latest industry news and a premier platform complementing our leading industry events. This year,
Mobile World Live TV extends that reach, broadcasting at Mobile World Congress and across Catalonia,
including 12,000 hotel rooms from 14th to 17th February. Tune into live panel discussions, C-Level
interviews, news from the show, on location reporting and of course, the broadcast of the Mobile World Live
Keynotes Steve Ballmer, CEO, Microsoft, (Monday 16.00), Dick Costolo, CEO, Twitter (Monday 17.00) and
Dr. Eric Schmidt, Chairman and CEO, Google (Tuesday 17.45).
Mobile World Live TV debuts at
Mobile World Live TV is brought
to you in partnership with
Visit Mobile World Live
in Hall 8, Stand C118
For Mobile World Live TV hotel broadcast
channels and show scheduling, visit
www.mobileworldlive.com/mwltv.asp
Twitter: mobileworldlive

MOBILE DATA | MACH
Cashing in on
mobile data growth
Lokdeep Singh, Vice President, Technology and Innovation, MACH
T
his situation has created a huge
potential to take data roaming into the
mainstream and generate significant
additional revenue for operators. To realise
this potential operators will need to develop
innovative and transparent pricing models
with lower costs for end users while
evolving charging capabilities and
delivering service innovation.
GRANULAR CHARGING
Some of the biggest changes will take place in
the way that network operators charge for
international services. Increasing the take up
of data services involves lowering cost points
and simplifying pricing models, but the key
really lies in gaining an intimate
understanding about customer behaviour
and creating micro-segmentation around
this. If data roaming is to be a success,
network operators will need to achieve a
granular view of subscriber roaming
behaviour right down to the IMSI, or even the
equipment type (IMEI) level (for example
creating roaming packages designed
specifically for the iPad, or tailoring roaming
tariffs based on regions most often visited by
a corporate customer).
A further evolution lies in providing these
end users with greater visibility and control of
the amount of data they are consuming. By
introducing a pre-paid for post paid (pay-as-
you-go) approach to roaming, data use
management can effectively be carried out by
the subscriber via self-care portals or phone
applications, allowing them to be in control of
the pre-paid element at all times and spend
only what they can afford. Additionally,
operators will need to introduce elegant
service management processes which will
allow subscribers to add more credit or
terminate a session when they run out of
credits. Consumers are thereby given the
confidence that they will be informed when
they reach certain thresholds, removing the
headache of unknown data charges.
DATA ROAMING FOR ALL
To maximise data roaming revenues, the
service must also be available to pre-paid
customers. At present most operators have
around 50-100 pre-paid relationships with
partners, but in the main these are based on
voice and SMS services, neglecting data
roaming. To some extent this is down to the
high cost associated with upgrading BSS
environments and the complexity of the
CAMEL V.3 upgrade process - which was
historically required to deliver intelligent
applications over a roaming network
Roaming has now evolved where pre-paid
roaming can be facilitated without the need
for partners to coordinate through CAMEL
V.3. Simple third-party mobile data
hubbing services can offer a plug and play
approach for operators to provide roaming
across a global partner network for their
pre-paid subscribers.
SERVICE AWARE CHARGING
One final charging evolution we are
currently seeing lies in the addition of a new
layer of intelligence to charging platforms.
Service aware charging and application
specific roaming are leading a step change in
the way in which consumers will be charged
for the services they consume. With service
aware charging, services can be rated
differently according to the end user group
the operator is targeting. There could, for
example, be a Facebook package in which
Facebook access is charged at an economy
while other services, such as email or
YouTube, come at a higher cost. This allows
operators to offer services highly tailored to
the needs of their subscribers.
Application specific roaming works by
putting the subscriber in control of the
applications that they want to use. In essence
it allows the user to define a white list of
applications that they wish to use when
roaming. For example, a user might wish to
use Twitter and email but does not want the
phone / tablet to automatically update
software in the background whilst roaming.
Application specific roaming does away with
this by allowing the operator to define
packages which might only allow one
application (such as Twitter or email), as
prescribed by the customer. Orange has
already announced it will be implementing
such an approach for its domestic market, the
next step lies in extending this functionality
to the roaming market.
SERVICE PLATFORM EVOLUTION
By installing a seamless and comprehensive
data-roaming solution, operators will be able
to deliver an optimum customer experience
that further encourages take up. For a truly
global roaming platform, Inter-standard
roaming will be necessary. The ability to
roam between competing network
standards, over either pre-paid or post-paid
will open new roaming markets for network
operators and further grow revenue. Nor will
this simply be a matter of roaming between
GSM and CDMA canny operators should
also look to provision services over any
technology be it Wi-Fi, WiMax or LTE to offer
consumers a complete roaming experience.
In fact, the ability to operate between
standards elevates this approach beyond its
roaming heritage. Operators can use the
same solution to offload domestic traffic onto
Wi-Fi, helping to reduce congestion on the
radio access network.
CONCLUSION
Data roaming is coming of age. We are
increasingly living and working globally and
require the services roaming can provide. For
the first time now, the tools are available to
create flexible tariffs that encourage users to
take advantage of the full functionalities of
their phones when abroad. More
importantly, the saturated market conditions
we are facing in developed economies are
creating the right conditions for MNOs to
focus on their data roaming businesses.
Quite simply, as the number of new
subscriptions dry up it will be in areas such as
roaming that MNOs can secure continued
growth. In short, the revenues promised by
an effective mobile roaming strategy are too
good to ignore.
While mobile data usage on home networks has seen an unprecedented rise
in recent years, fuelled by the growth in smartphone deployments and the
greater variety of feature-rich content available for such devices, we are still
some way off from a corresponding rise in mobile international data use.
Cost, along with associated complex pricing structures, is still the biggest
barrier to the uptake of international data roaming with around 40 per cent
of enterprise customers choosing to switch off their data capabilities while
abroad rather than run the risk of incurring high phone bills, according to
operator statistics.
AS THE NUMBER OF NEW
SUBSCRIPTIONS DRY UP IT
WILL BE IN AREAS SUCH
AS ROAMING THAT MNOS
CAN SECURE CONTINUED
GROWTH. IN SHORT, THE
REVENUES PROMISED BY
AN EFFECTIVE MOBILE
ROAMING STRATEGY ARE
TOO GOOD TO IGNORE.
1 01/02/2011 22:02
01/02/2011 22:02
CAPACITY CRUNCH | OPENWAVE
Turning the Capacity
Crunch into an
Opportunity
Ken Denman, CEO, Openwave Systems
TODAYS MOBILE WORLD
No one likes making the same New Years
resolution two years in a row. In fact, the
reason we make new resolutions is to forget
about the ones that went unfulfilled. As we
approach another Mobile World Congress the
mobile industry is still grappling with an old
resolution: to fix the capacity crunch.
Increasing sales of smartphones and other
mobile devices is driving more data through
operators networks. Mobile traffic is set to hit 1
Exabyte per month in the next three years
(thats one billion gigabytes). Networks are
often running at full capacity since peak load
traffic levels have extended to many more hours
in the day. Content size is also increasing. A
consequence of deeper smartphone
penetration is that more of us expect our
desktop web experience full web pages and
video (by far the heaviest type of web content)
to be displayed on our handheld devices.
The result is more consistent network
congestion across more networks, some of
which have experienced well-publicized
outages. Not only will data volumes soon
outpace operators ability to add capacity, but
the rate of application development, the
creation of services such as mobile TV, and
rising consumer expectations mean that
many network providers simply dont have
the physical infrastructure to keep pace.
Networks and operators are struggling to
manage congestion now and are wondering
how to reduce it in the future.
A GROWING NEED FOR PRACTICAL
SOLUTIONS
Tiered pricing aims to solve the demand side
of the problem. Consumption-based pricing
that takes into account time of day or specific
content type can reduce congestion while
improving service levels. Operators could
enable pre-pay subscribers to monitor their
own use of mobile data, while pay-as-you-go
data plans could include a variety of time-
based options, such as hour-, day- and week-
long plans. The resulting incremental revenue
from users that sign up for a day or week of
mobile data usage may be in the millions per
year. Another option is to provide customers
with custom speed access to their favorite
web destinations, such as social networking
sites. Ultimately, this type of micro-
segmentation is rich with customer service
and traffic reduction possibilities.
Operators can also use some more
straightforward methods to ease the pressure
of increasing traffic. Using Wi-Fi for data
offload is an inexpensive way to unclog
wireless pipes and is already being trialed by
a number of operators including O2. Plus,
data caching can improve performance by
reducing replication of data on the network.
Signaling traffica consequence of always-
on apps like email and stock tickers and
Facebook updatesis contributing more and
more to the bandwidth crunch, eroding mobile
network capacity by adding further volume to
already overstretched networks. Individually,
these network queries dont account for much,
but the popularity of such apps is starting to
impact network performance. Although the
issue of signaling traffic has received little
attention, it needs to be addressed. Effective
solutions lay in more nimble policy
management and optimization techniques.
LONG-TERM LENS
For the long term, solutions need to move
beyond simply coping with the growing
demand for data to actually benefiting from it.
Not only do carriers make minimal use of rich
customer information, but the industry has not
risen to the challenge of profiting from this
resource. Operators need to translate the
behavioral data into actionable insights for
third parties, a solution called mediation.
Previously, mediation meant sniffing the data
that goes over a carriers network, allowing
them to rate and bill subscribers usage of voice
and data. But this is too internally focused. The
new, externally focused alternative makes sense
of the context in which people consume data
and services, and exposes it outwardly (and
anonymously) to ad networks and content
providers, so that all parts of the ecosystem can
benefit from these insights.
OPENWAVES APPROACH
Operators need to take a complete approach to
optimizing their heaviest content, one that goes
way beyond simple compression. Context-aware
solutions use advanced techniques like content-
aware compression, pre-fetching, dynamic
content detection and intelligent caching so that
the optimization and delivery of video is driven
by policy and real-time network conditions. With
intelligence built into the network, operators can
link content optimization to tiered pricing and
upsell opportunities.
Its also important that operators deploy
solutions that monitor network traffic and
user behavior to dynamically add intelligence,
predictive policy control, and location
awareness across the entire portfolio.
CONCLUSION
The capacity crunch is an ongoingand ever
increasingproblem for the mobile sector.
Operators may be reluctant to invest in a
software solution because they see it as costly
and disruptive. But without any investment,
operators are exposing their current networks
(and future hardware investments) to greater
risks, particularly over the long term. Not only
will customers be lost through declining end-
user experiences, but operators will miss out on
important revenue generation opportunities.
The next year will be crucial to survival,
growth, and success, and I look forward to
seeing who embraces the challenge ahead.
OPERATORS MAY BE
RELUCTANT TO INVEST IN A
SOFTWARE SOLUTION
BECAUSE THEY SEE IT AS
COSTLY AND DISRUPTIVE.
BUT WITHOUT ANY
INVESTMENT, OPERATORS
ARE EXPOSING THEIR
CURRENT NETWORKS (AND
FUTURE HARDWARE
INVESTMENTS) TO GREATER
RISKS, PARTICULARLY OVER
THE LONG TERM.

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Telkom returns to South
Africas mobile market
facing challenges ahead
By Matt Ablott,
Senior Editorial Analyst, Wireless Intelligence
A
s the incumbent (and market-leading)
fixed-line player, Telkom's early efforts
in mobile are set to focus on bundling
8ta with its existing fixed-line, broadband and
data services. At the end of its latest financial
year (31 March 2010), Telkom had 4.3 million
fixed-line customers, though this was a
decline of 4 percent year-on-year as the firm
felt the effects of fixed-to-mobile substitution
and heightened competition from the likes of
Neotel (an alternative fixed-line player). Total
fixed-line voice traffic fell by 7.2 percent over
the year as a consequence, though
weaknesses in fixed-line were slightly offset
by rises in broadband customers and data
revenue. Telkom has also operated a
WCDMA-based fixed-wireless service called
'mobi' since 2008, which had 16,300
customers by end-March. At a group level,
Telkom was also affected by problems at its
international operations (notably MultiLinks
in Nigeria), which led to it reporting a 15.2
percent drop in EBITDA for the year to
ZAR9.8 billion (US$1.4 billion) on revenues
of ZAR37 billion, up just 0.7 percent.
Despite these challenges, Telkom has
managed to put aside ZAR6 billion (US$880
million) to invest in its new mobile network
over the next five years - some of this raised
via financing and leasing agreements with
network suppliers. It plans to build-out a
network that will comprise 2,000 base
stations within the first year. The network
boasts 40 percent population coverage at
launch, with the remainder covered via a five-
year roaming agreement with MTN. It has
stated that the all-IP based transmission and
backhaul network will be 'LTE-ready' for
when the time comes.
Telkom has stated it has no desire to spark
a price war in the South African mobile
market and its first prepaid tariffs will not
radically disrupt the market: calling to fixed-
lines is up to 40 percent cheaper than on rival
networks (the company claims), but calls to
other networks work out slightly higher in
some cases. It has, however, wisely scrapped
peak and off-peak periods in a bid to present
a simple flat-rate prepay offering, which
should appeal to the low end of the market.
Unlike most start-ups, Telkom has the
advantage of an established brand and an
existing billing relationship with millions of
customers but it must be wary that its new
mobile offerings do not quicken the pace of
its fixed-line customer losses. Moving
forward, building a state-of-the-art network
from scratch will mean Telkom will be well
placed to support next-generation mobile
data services, though this will be dependent
on which high-profile smartphones it can
bring to its network. But in a market that is
showing signs of maturity, the operator's
target of capturing a 15 percent share of the
market does appear overly ambitious.
Telkom's entry into the mobile market
means that South Africa now has four mobile
operators competing in a market that is
already showing signs of maturity. According
to Wireless Intelligence data, mobile
penetration remains above 90 percent, but the
South African market has contracted over the
last 12 months, slipping below the 50 million
connections mark in 2010. This was due in part
to new regulations introduced in July 2009
requiring compulsory SIM card registration for
all new and existing subscribers.
These trends are most evident at market-
leader Vodacom, which - according to our
estimates - saw its connections base fall by 8
percent year-on-year in Q3 2010 as it continued
with a strategy focused on value rather than
market share. At the end of Vodacom's last fiscal
year (31 March 2010), the operator reported an
annual 14.5 percent rise in South African
EBITDA to ZAR18.6 billion on revenues up 5.7
percent to ZAR50.4 billion - despite reporting a
5 percent decline in customer numbers.
However, Vodacom managed to grow its more
lucrative contract customer base year-on-year,
which led to double-digit growth in
smartphone penetration and mobile data
usage. It now claims a mobile data revenue
share of 58 percent. Vodacom's subscriber
decline has seen second-placed MTN increase
its market share by around 5 percent year-on-
year to an estimated 37 percent in Q3 no
doubt also helped by MTN's high-profile
sponsorship of the 2010 FIFA World Cup held in
South Africa during the summer of 2010.
Meanwhile, third-placed Cell C finally
announced in Q3 the rollout of its first 3G
networks in a bid to keep pace with its two
larger rivals. The operator is jumping straight
to 21Mb/s HSPA+ using 900MHz spectrum,
and has switched on the network in several
major metro areas, including in Port
Elizabeth, Bloemfontein, East London and
Cape Town. The operator expected to cover 34
percent of the South African population with
HSPA+ by the end of 2010 and is aiming for
67 percent population coverage by mid-2011.
All three incumbent mobile operators have
been hit by moves by the regulator (ICASA)
to reduce mobile termination rates, reducing
them from a high of ZAR1.25 (peak rate) in
November 2009 to ZAR0.40 within two years.
Although a mobile start-up, Telkom Mobile is
deemed a significant market player because
of its fixed-line sister business and is expected
to be ordered to comply with the regulations.
South African fixed-line operator Telkom returned to the country's mobile
market towards the end of last year amid signs that subscriber growth in the
sector could be slowing. Telkom has unveiled a new mobile brand called '8ta'
offering "prepaid voice and data products from launch" as well as postpaid
products. Telkom has been looking to launch its own mobile service since
divesting its 50 percent stake in South Africa's number one mobile player,
Vodacom, over two years ago. It has set an ambitious target of capturing as
much as 15 percent of South Africas mobile market within five years.
ANALYSIS | SOUTH AFRICA
Wireless Intelligence is the
definitive source of mobile
operator data, analysis and
forecasts, delivering the most
accurate and complete set of
industry metrics available. Relied
on by a customer base of over
700 of the world's mobile
operators, device vendors,
equipment manufacturers and
leading financial and consultancy
firms, the data set is the most
scrutinised in the industry. With
over 5 million individual data
points updated daily the
service provides coverage of the
performance of all 940 operators
and 640 MVNOs across 2,200
networks, 55 groups and 225
countries worldwide. For further
information please contact
South Africa Mobile Connections Q3 2010
Source: Wireless Intelligence
Connections
YoY
Growth %
Market
Share %
Net Adds 2G % 3G %
Vodacom 22,726,000 -19 48 -435,000 81 19
MTN 17,567,868 7 37 465,868 84 16
Cell C 7,133,081 4 15 67,515 100 0
TOTAL 47,426,949 -8 100 98,383 85 15

collinscoverage@harpercollins.co.uk +44 7787 126660

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USER EMPATHY | EMPORIA
Eveline Pupeter-Fellner, CEO, Emporia
T
here is an important difference
however, between everyone who wants
a mobile phone and everyone who
needs one. In many ways the easiest work
has already been done. The future will be
about persuading the 25% of the worlds
population that has yet to embrace mobile of
the huge benefits that mobile communication
can bring to their lives.
THE AGE DIVIDE IN MOBILE
If the thought that we are all living longer is
enough to make you reach for a glass to
celebrate, it is a sobering realisation that
most of us will need to live our longer life
suffering from minor ailments. From the
age of 40, the human eye becomes more
sensitive to glare, and finds it harder to
adapt to strong light. By the same age,
hearing has started to deteriorate for both
men and women, with every other person
suffering from a hearing disorder. From the
age of 30 the human skin starts
to deteriorate: bones, muscles and joints
lose 20% of flexibility. Over time we will all
need to live with and adapt to the impacts
of ageing.
The over 60s demographic is one of the most
broad and diverse in society. It encompasses
everyone from the 85 year old that still enjoys a
full active lifestyle, sending calls from the
beaches and the slopes, to the 65 year old
suffering debilitating illness, for who mobile
communication is a vital lifeline. Yet an
extraordinary number of over 60s up to half in
most European countries are not mobile
users at all. Why is it that one of the wealthiest
sectors of society, with a need and desire to
keep in contact with friends and family, has so
far proved to be one of the least successful
audiences for the mobile industry? The reason
is clear and indicates what the industry must
achieve to successfully deliver services for those
in society that have yet to embrace mobile
communications: far more empathy towards
the needs and requirements of users when
developing mobile products and services.
EMPATHY IN THE PRODUCT
Developing relevant mobile products and
services to capture hearts and minds is
achieved through a painstaking process
focussed on the delivery of a relevant and
meaningful user experience. It means studying
the hundreds of little differences that can make
it easier for people to adopt and use mobile
technology. It means challenging ourselves to
deliver something that is simpler to use and
more intuitive for everyone in society.
OXO Good Grips, now a mainstream kitchen
appliance company, was born from the need to
create better utensils for people suffering with
minor motor issues. Yet the products that Good
Grips created benefitted everyone because
they delivered a more effective experience for
everyone not just people they were created
for. This practice considering the needs of a
diverse section of society to create better
products for all is known as inclusive design
and It relies on high levels of empathic thinking.
It is something that the mobile industry needs
to embrace in the designs of its handsets,
services and applications to deliver a better
experience for all.
EMPATHY IN THE RETAIL
ENVIRONMENT
It is not only in product design that empathy
needs to be considered. I recently spent time
with a couple in their 70s as they shopped for
a mobile. Several of the stores they visited
struggled to understand their needs and
requirements (or their shock to discover that
they were being offered a tariff with 500 free
text messages a month!)
There has been a tendency to sell phones on
features, not benefits and this will need to
change if the mobile retail environment is to
becomes somewhere everyone feels welcome.
Perhaps one of the reasons why half the over
60s do not have a mobile phone can be
explained by the retail environment. We like to
buy from people like ourselves. When was the
last time you saw someone over 30 behind the
counter in a mobile phone store?
During the last five years, emporia has
trained more than 20,000 senior members of
society in Europe how to use mobile phones.
Having attended many of these sessions
myself, I can say, without question that
seniors are extremely keen to be part of the
mobile revolution. Yet faced with a struggle to
get the right advice and support, many have
decided not to bother.
What has been missing has been a decision
by the industry to engage with seniors on
their own terms, to take the time to clearly
explain alien concepts such as SIM cards, text
messages and menu functionality. It simply
defies belief that a generation which has lived
through technology developments such as
the mass adoption of air travel, computing
and the internet should be so poorly served
by the mobile market.
A SIGNIFICANT OPPORTUNITY
The over 60s are the least well represented
demographic in mobile usage yet one of the
richest and fastest growing demographics in
society. Whether for reasons of profit or for
reasons of social inclusion, it makes real sense
for the mobile industry to be offering seniors
the red carpet treatment. To do so means a
realignment of more than product design. It
means creating retail environments, tariffs
and marketing that reflect not what younger
people think older people want, but listening
to the audience and responding to its needs.
The remaining challenge for the mobile
industry is to provide products and services
that everyone wants, needs and values. A
closer empathy with all users, regardless of
age, is needed to ensure the industry fulfils its
full potential, both commercially and within
the wider society.
This year more than three quarters
of the population on Earth will own
a mobile. Pretty impressive figures
for an industry not much more than
20 years old. Some observers argue
that everyone who wants a mobile
phone in much of the Western world
now has one.

Why user
empathy
must drive
the future
of mobile
handsets
Messaging security
is the highest priority
for mobile networks
in 2011.
The GSMA and Cloudmark are joining forces to help
you protect your subscribers and their handsets from
spam, fraud, virus and phishing attacks.
GSMA SPAM Reporting Service
In the past, speed and reliability of voice and data networks have been the focus of mobile
operators. In 2011 messaging security will join these as the third pillar in supporting the
trusted relationship between subscriber and operator, allowing for the long sought-after
monetisation of the network through mobile payments and mobile advertising.
During the second half of 2010 the GSMA partnered with Cloudmark and worked with
AT&T Wireless, Bell Mobility, KISA, Korea Telecom, SFR, Sprint and Vodafone to pilot a global
reporting service to identify SMS spam attacks and their sources. A thorough analysis of
the results of the pilot has shown that messaging attacks are becoming increasingly more
frequent, more sophisticated and can no longer be ignored.
Join one of our seminars or visit the GSMA Pavilion to nd out more about the Pilot
results and how you can participate in the global ght against SMS spam, and learn how
networks around the world are identifying and combating damaging SMS spam attacks.
Or visit us at the
GSMA Pavilion, Hall 8, Stand 8C118
www.gsmworld.com/spamreportingservice
spamreportingservice@gsm.org
Join one of our seminars
GSMA Seminar Theatre - Hall 7
Monday 14th February 9.00am-10.30am
Tuesday 15th February 4.30pm-6.00pm
1
2 3
4 5
6
ZONE 6 ZONE 3
ZONE 4
8
7

ANALYSIS | INDONESIA
Fast-growing
Indonesian operators
prepare for LTE rollout
By Matt Ablott,
M
obile connections in Indonesia are
currently growing by around 30
percent a year, reaching 197 million
in Q3 2010. Mobile penetration stands at just
over 80 percent, suggesting this strong
growth should continue for the foreseeable
future. Although Indonesia has eight mobile
operators (as well as three fixed-wireless
operators and several WiMAX providers), the
market is dominated by three large GSM-
based networks, which together account for
85 percent of the country's mobile
connections: Telkomsel, Indosat and XL.
Telkomsel is the clear market leader with a
46 percent market share and was forecast to
surpass 100 million connections by year-end
2010. It is currently the seventh-largest
operator in the world by subscribers.
Telkomsel's customer growth is attributable
mainly to its attractively-priced prepaid
products, 'simPATI' and 'Kartu,' which
helped the operator add 6.4 million new
customers in the second-quarter. This marked
a recovery from a weak Q1 last year which
saw it record net additions of just 306,000.
However, Telkomsel is also reporting strong
growth in non-voice (SMS and data) revenue,
which grew by 14 percent to IDR6.17 trillion
(US$680 million) in Q2 to account for 28
percent of operating revenue.
Telkomsel already offers 21Mb/s HSPA+ in
Indonesia's main cities and has been trialling
LTE since August last year with network
vendor ZTE. Migration to LTE is being co-
ordinated with Singapore's SingTel which
owns 35 percent of Telkomsel which is
working on a "regionally compatible LTE
network" that will cover its APAC footprint
across Singapore, Indonesia, Australia
(Optus) and the Philippines (Globe Telecom).
Telkomsel has also recently hired Telecom
Italia to assist with its '2011-2015 Technology
Plan,' which will define its network
infrastructure strategy for the next five years.
Second-placed Indosat which is
majority-owned by Qatar's Qtel has yet to
confirm LTE migration plans but became one
of the first operators in Asia to upgrade to
dual-carrier 42/Mb/s HSPA+ last June.
However, the operator recorded a 72 percent
slump in net profit in Q2, a period that saw
its replace its entire senior management
team. Indosat is in danger of losing its
number-two position to Malaysian-owned
XL, which has recorded strong operational
and financial numbers in recent quarters. XL
is the strongest of the big three operators in
terms of 3G with over 19 percent of its
customer base migrated to the faster
networks, though connections growth
continues to be driven by prepaid customers.
XL has conducted LTE trials with Ericsson.
Meanwhile, the CDMA-based operators
are looking to consolidate in order to keep
pace with their larger rivals. Smart Telecom
and Mobile-8 which have almost 7
million customers between them have
formed a new joint-venture known as
SmartFren that intends to share the same
retail and distribution network and carry
out joint marketing (though will stop short
of a full company merger). Similarly, CDMA
fixed-wireless operators TelkomFlexi and
Bakrie Telecom are reportedly seeking
regulatory approval for a US$1 billion
merger that will create a new entity with
around 25 million connections, which
would make it Indonesia's fourth-largest
operator by subscribers.
Migration toward LTE in Indonesia is
complicated by a spectrum licensing
environment that means that almost all the
country's airwaves are currently used by
existing operators and broadcasters with no
spectrum band deemed to have sufficient free
capacity to successfully support LTE rollout.
The regulator has identified 1.8GHz as the
most likely band, though this will still require
extensive spectrum re-farming. Other
possible bands such as 2.6GHz - run the
risk of interfering with existing Pay-TV,
satellite and broadcast services, while
the broadcasters' move from analogue to
digital TV which would free up the
'digital dividend' 700MHz spectrum has yet
to begin.
Joss Gillet, senior analyst at Wireless
Intelligence, believes Indonesia has the
potential to become one of the mobile
markets to watch with regards to rollout of
LTE services. We estimate that Indonesia
could account for as much as 11 percent of
the total LTE connections in the Asia Pacific
region in five years, reaching over 10 million
LTE connections,he claims. We expect local
operators to begin LTE network testing in
2010/11, leading to possible pre-commercial
launch (limited in scope) before 2012.
However, this best-case scenario is currently
hampered by regulatory constraints. The local
regulator (DG Postel) is investigating the
most efficient options to trigger a wave of LTE
deployments either re-farming spectrum,
auctioning additional bandwidth or releasing
digital dividend bands. But lengthy
negotiations between telecommunication
and broadcasting authorities and the
government could mean it will take at least a
couple of years before LTE services get
introduced to consumers.
Gillet adds that regulators in markets such
as Indonesia or New Zealand are aligning their
own timelines against large economies in the
region notably Australia - to see how they
will repurpose their digital dividend spectrum
and learn from best practice. In the meantime,
local mobile operators will continue to educate
consumers about the benefits of mobile
broadband and get ready to migrate to LTE
networks when the time comes.
Indonesia was the world's fifth-largest mobile market in the third-quarter last
year and was on track to surpass 200 million mobile connections before end-2010,
according to recent Wireless Intelligence data. The country's main operators are
also revealed to have made good progress in migrating customers to 3G networks
and in some cases have already outlined LTE plans. However, Indonesia's prospects
of becoming an early adopter of LTE are currently hampered by spectrum
constraints and other regulatory issues that may take some time to untangle.
Wireless Intelligence is the
definitive source of mobile
operator data, analysis and
forecasts, delivering the most
accurate and complete set of
industry metrics available. Relied
on by a customer base of over 700
of the world's mobile operators,
device vendors, equipment
manufacturers and leading
financial and consultancy firms,
the data set is the most scrutinised
in the industry. With over 5 million
individual data points updated
daily the service provides
coverage of the performance of all
940 operators and 640 MVNOs
across 2,200 networks, 55 groups
and 225 countries worldwide. For
further information please contact
Indonesia Mobile Connections Q3 2010
Technology
Connections
('000s)
Market Share
%
% 2G % 3G
Telkomsel GSM / WCDMA 91,711 46 92 8
Indosat GSM / WCDMA 39,733 20 95 5
XL GSM / WCDMA 37,141 19 81 19
3 (Hutchison) GSM / WCDMA 15,127 8 84 16
Axis GSM / WCDMA 6,444 3 87 13
Smart
Telecom
CDMA 3,810 2 0 100
Mobile-8 CDMA 3,045 2 0 100
Ceria CDMA 20 0.01 0 100
197,031 86 14
E D C H
Single source. One solution.
ANALYSIS | TOP TEN 2011 PREDICTIONS
What will
happen in 2011?
Matt Ablott,
Senior Editorial Analyst,
Wireless Intelligence
OPERATOR STRATEGIES
OPERATOR M&A TO GO LOCAL,
NOT GLOBAL
A
s we entered 2011, and at the time of
press, two of the biggest operator
M&A deals from last year
VimpelCom/Orascom and Eitisalat/Zain
still hung in the balance and could yet come
to nothing. This reflects the fact that there are
very few genuine multinational deals left to
make on this scale that aren't fraught with
problems. Instead, expect operator M&A
activity in 2011 to happen on a smaller scale
with operators spinning off or merging units
with local rivals to keep competitive (as
happened with Orange and T-Mobile's
Everything Everywhere JV in the UK last
year) or offloading minority stakes and 'non-
core' assets (Vodafone is one international
player we expect to trim some fat in 2011).
Consolidation will therefore take place at a
national level with the overcrowded Indian
mobile market certain to see some deals.
While 'mega mergers' are unlikely, many
large operator groups will continue to acquire
assets on a piecemeal basis, with the focus
mainly on emerging markets; France
Telecom, Qtel, MTN and China Mobile are
among the ones to watch in this regard. In
mature markets, we could also see some
significant trading in spectrum as operators
jostle to prepare for 4G. This will be evident in
the US where the T-Mobile USA and
Clearwire/Sprint issues still need to be
resolved. (Matt Ablott)
OPERATOR GROUPS CHASE THE
EMERGING FRONTIER
R
ecently emerging markets have
attracted a huge amount of attention
in both the telecom and the financial
worlds due to their high growth rates.
However, in 2011 soaring asset prices in the
advanced emerging markets will see those
operator groups seeking growth outside of
their existing mature markets having to look
further afield. This will be spurred on by
continuing low growth in developed
markets and an increased appetite for risk as
the global economy continues to recover.
This will spark a flurry of deals in secondary
emerging markets and the frontier markets
beyond. Clearly not all of these deals will be
a success. As seasoned investors know,
assets offering high growth come with
higher risks but also potentially huge
rewards. In 2010 Bharti Airtel, a group that
knows a thing or two about emerging
markets, pulled off a transformational
expansion by acquiring most of Zain's
African assets. Those operator groups that
are brave enough to follow in 2011 will
define where they will stand amongst the
leading global mobile super players in the
years to come. And who knows, they may
even learn a few things that they can take
back to increase growth in their more
mature markets. (Jon Groves)
MOBILE APPS
NEW BILLING MODELS TO
TRANSFORM APPS MARKET
I
n 2010, the 'app' truly cemented itself
into daily life, yet serious monetisation
remained an elusive buzzword among
developers. 2011 will be the year that in-app
advertising takes off with a majority of paid-
for apps migrating to a 'freemium' model -
a free version supported by ads,
complementing existing paid-for copies.
With its recently upgraded developer tools,
Apple's iAd platform will become easier to
use but Apple will need to loosen the reins
on both the creative and budget constraints
enforced on ad agencies in order to see
faster adoption. Google's AdMob
acquisition will ensure it takes the lion's
share of the market with popular developers
such as Rovio already on board. That said,
paid app distribution on Android Market
will remain hindered by Google Checkout
and in particular the number of countries in
which billing is supported. Some of
Android's most popular apps such as Angry
Birds and Swype gained success through
third-party distribution or operator-
bundling. However, we expect these
shortcomings to be plugged by Amazon and
its recently announced Appstore. Amazons
vast experience in selling digital goods, its
more robust worldwide commerce
agreements and optional-DRM
requirements (satisfying open source
developers) will see it overtake Google's
native store in popularity. (Will Croft)
DEVICES
THE YEAR THAT ANDROID LOSES ITS
LUSTRE
U
ndoubtedly, 2010 was the year of
Google's Android platform. With
Samsung shifting ten million units of
its Galaxy S alone, and the platform working its
way through the portfolios of vendors including
HTC, LG Electronics, Motorola and Sony
Ericsson, Android has cemented its position
among the tier-one suppliers, and it has also
gained the attention of ambitious upstarts such
as ZTE, and a number of regional focused players
targeting China and India. But 2011 will see a
number of flies in the Android ointment. The use
of the platform in low-cost devices with low-cost
hardware (both tablets and smartphones) will
lead to a poor user experience for first time users.
It will become apparent that the current version
of the OS is not well suited to tablets, despite its
use in these products by a number of vendors.
And manufacturers will struggle to differentiate
products using the OS, leading to a number of
bespoke customisations that will lead to
fragmentation for the app developer community
to address. (Steve Costello)
THE TABLET MARKET WILL HAVE AN
AVERAGE YEAR
T
ablet devices seem to have something
of a polarising effect. Some observers
seem to think they are the saviour of
mobile computing, while others are claiming
they will be something of a flash-in-the-pan.
The truth is likely to be somewhere in between.
For a market that hardly existed 12 months ago,
there is little doubt that the success of the tablet
in 2010, driven by Apple's iPad, was astounding.
But it is also worth noting that previous attempts
at tablets have failed, and it is currently unclear
how big the market is beyond the early
adopters. For a specific group of users, the tablet
will prove to be the perfect tool, mixing
portability and computing power in an attractive
package. However, as with the netbook that
preceded it, many users will find that the tablet
just is not up to any "real" computing use. And
with the rapid growth of smartphones, many
users will find that this offers enough computing
power to keep in touch when on the move, but
with far more portability and in a more
"personal" form factor. Tablets are a niche
product which vendors are attempting to take to
the mainstream. (Steve Costello)
The mobile industry faces a potentially pivotal year in 2011. The first major
commercial LTE networks are being rolled out and smartphones are poised
to become a genuinely mass market proposition. This is set to be a catalyst
for rapid development in areas such as mobile payments, mobile apps and
other new next-generation services.
Operators, vendors, content players and regulators will all need to adapt to
this fast-changing environment. Wireless Intelligence and Mobile Business
Briefing (www.mobilebusinessbriefing.com) will be tracking industry
developments as they happen throughout the year. In no particular order,
here are our key predictions for how things will unfold in 2011 and the key
themes and trends to look out for.
Jon Groves,
Analyst,
Will Croft,
Analyst,
Wireless Intelligence is the definitive source of mobile operator data,
analysis and forecasts, delivering the most accurate and complete set of
industry metrics available. Relied on by a customer base of over 700 of
the world's mobile operators, device vendors, equipment manufacturers
and leading financial and consultancy firms, the data set is the most
scrutinised in the industry. With over 5 million individual data points
updated daily the service provides coverage of the performance of all
940 operators and 640 MVNOs across 2,200 networks, 55 groups and 225
countries worldwide. For further information please contact
TOP TEN 2011 PREDICTIONS| ANALYSIS
Steve Costello,
Analyst,
NETWORKS & TECHNOLOGY
PRICING MODELS TO LIMIT THE PACE
OF LTE ROLLOUT
2
011 marks the beginning of LTE
rollouts worldwide and the start of
further technology migrations. Europe
will lead in terms of network deployments
with 31 operators expected to commercially
launch LTE by year-end, compared to nine in
Asia Pacific and six in North America. All
three regions will account for just over 1
million LTE connections each by the end of
the year, comprising 95 percent of the global
total. Pioneering operators will test the
market with innovative LTE data offers
based on tiered pricing - TeliaSonera has
been testing LTE pricing segmentation since
2009. Pricing will be a critical trend to watch
in 2011 since it will indicate how operators
differentiate their mobile broadband services
and manage the migration from HSPA.
Using tiered pricing, operators will initially
target high-value consumers with premium
LTE data offers thus limiting initial LTE
adoption to early adopters and the
enterprise segment with a view to
generating substantial revenues from data
roaming via HSPA/LTE USB dongles.
Devices will add to the mix as we expect all
top handset vendors to have at least one LTE
handset ready in their portfolios by year-end
with the Android operating system
dominant. With regards to infrastructure
vendors, we expect that Huawei will remain
aggressive and secure additional LTE
contracts in Europe, facing strong
competition from Ericsson.
(Joss Gillet)
AFRICA TO SEE TOWERING GROWTH
T
he offloading of tower assets to third-
party passive infrastructure
companies to manage through
leasing deals is well established in markets
such as India where it has been driven by
low ARPUs and fierce competition as a
means of improving profitability and
extracting value. Africa has yet to see
substantial tower leasing activity due to
operators' reluctance to share towers with
rivals and risk losing their competitive
advantage. However, last year witnessed
several operators testing the waters by
striking deals with emerging African tower
companies such as Eaton, Helios, ihs and
SWAP, along with established global
players including American Tower. 2011 will
see the floodgates open for tower deals in
Africa where the demand for new sites
remains high as extensive network rollouts
aim to satisfy increasing capacity
requirements, 3G network launches and
rural expansion. The entry of Bharti Airtel
into Africa in 2010 will accelerate this trend
as it looks to transfer its low cost model to
its new markets. Rival operators will be
forced to act in 2011 by competitive
pressures to cut operating costs or risk
being left with a higher cost base than their
competitors. (Jon Groves)
NEW SERVICES
NFC WILL TAKE A GREAT LEAP
FORWARD, BUT WILL CONTINUE TO
FRUSTRATE
M
obile payment services have been
"the next big thing" in the industry
for at least a decade, but recent
developments have raised hopes that 2011
could finally be the year when m-payments go
mainstream. This is due mainly to the raft of
big industry vendors that have hinted at
supporting the NFC standard in future devices
(notably Nokia, RIM and Apple) or have done
so already (Googles new Nexus S). Operators
are doing their bit too; three of the four largest
US operators have clubbed together to form
the NFC-based Isis venture, while Orange is
planning to rollout NFC on an unprecedented
scale in Europe later this year. The industry's
backing of a single mobile payments standard
(NFC) is encouraging, but it does not
necessarily mean that a cross-platform
solution will emerge. If the next version of the
iPhone does embrace NFC, itll be a huge fillip
for the technology and no doubt great for
consumers but it is highly unlikely itll be
compatible with the new NFC-enabled
Gingerbread Android platform. And the
ecosystem will require substantial buy-in from
merchants and financial institutions to make
it all worthwhile. 2011 will see more
consumers than ever before use their phones
to make payments, but the holy grail of a
ubiquitous m-payments solution will remain
elusive. (Matt Ablott)
MOBILE SOCIAL NETWORKING AND
LBS COME OF AGE
E
mbedding social- and location-
awareness into apps is easier than ever,
thanks to robust APIs from the likes of
Twitter, Gowalla and Facebook's own
Facebook Platform. 2010 saw runaway
successes in tying these services together
with consumer interests - such as the wildly
popular Instagram - adding socio-location to
photography and garnering a million users in
ten weeks (Twitter itself took two years to
reach this milestone). Location-based
services have long been a poster child of the
industry, but we finally expect local search to
gain significant traction in 2011, driven (of
course) by Google. Its success will arrive on
the back of mobile advertising, which -
backed by users' social connections - will
offer the insight ad agencies have desired for
decades. Its influence will also migrate
'social' from a bandwagon set of
technologies to a natural feature for a
majority of apps. Finally, and sadly,
augmented reality will remain a niche app
focus, but as always, we expect a handful of
truly innovative uses to arise. (Will Croft)
REGULATION
REGULATORS TO RAMP UP EFFORTS
AIMED AT INCREASING COMPETITION
A
s markets mature, regulators around
the globe will be watching competition
levels closely in 2011. We anticipate
that regulatory initiatives will radically
transform the mobile markets in at least four
African markets this year: Cameroon, Sudan,
Malawi and Zimbabwe. Such markets still
have room for connections growth but are
showing increasing levels of market
concentration which is limiting competition.
We also predict that mobile number
portability (MNP) will affect mobile operator
growth in 13 countries around the globe,
whilst compulsory SIM card registration will
be introduced in almost as many countries as
last year (six) - mainly in Africa. China is also
looking to introduce MNP following the
recent proposal for a large-scale SIM card
registration programme. Such initiatives are
expected to boost competition in China -
especially in the 3G segment - and break
China Mobile's dominance. Furthermore, we
anticipate that regulators in 13 markets will
award at least one new mobile licence per
market to spur competition. Similarly, market
dynamics will change in South Korea, Brazil
and Israel as regulators look to introduce
MVNOs. (Joss Gillet)
Joss Gillet,
Senior Analyst,
2011
Developing world
accounts for four in every
five mobile connections
By Matt Ablott,
T
he research is based on World Bank
definitions, which divide countries
according to gross national income
(GNI) per capita into low-income (US$995 or
less), middle-income (US$996-US$12,195)
and high-income (US$12,196 or more).
Markets that fall within the low- and middle-
income brackets are classed by Wireless
Intelligence as developing markets.
Using this definition, both China and India
are classed as developing economies and
together account for almost 30 percent (1.5
billion) of the world's total mobile connections.
The top ten largest developing economies
(based on mobile connections) have a
combined 2.6 billion connections over half of
the global total (see Table 2). By contrast, the
top ten developed economies total less than a
billion connections with the USA accounting
for about a third of this total (see Table 3). The
developing economies accounted for seven of
the top ten largest mobile markets (by
connections) in Q3, the others being the USA
(#3), Japan (#8) and Germany (#9). Developing
markets also accounted for 35 of the top 50
largest markets by connections in the quarter,
according to our data.
Mobile operators with a strong presence in
the developing world are therefore benefiting
from high levels of subscriber growth.
However, they often face challenges in
serving low-income customers and generate
significantly less revenue than their
counterparts in more mature markets. One
high-profile example is India's Bharti Airtel,
which last year acquired 15 of Zain's African
mobile networks to become the world's
fourth-largest operator group in terms of
mobile connections. But the group's low
turnover relative to its size - partly due to the
economics of the low-cost Indian market -
placed it at only #12 in our recent mobile
operator group ranking study (level with
Telecom Italia).
In its home market, Bharti has been a
pioneer in developing an ultra-efficient
business model that allows it to operate on
tiny margins, largely via the outsourcing of
the majority of its non-customer facing
functions. It is now trying to replicate this
model in Africa where Zain struggled by
outsourcing IT systems, tower management
and even customer service functions.
The outsourcing of tower management is a
particularly significant trend in emerging
regions as it will encourage site sharing
between operators, which will enable
operators to cost-effectively meet coverage
requirements and roll-out services to rural
customers. This approach is already
commonplace in India and tower
management firms such as Bharti-Infratel,
Helios and Eaton Telecom are now picking up
business in Africa as regional operators move
to streamline their operations. In Ghana, for
example, Millicom Ghana (Tigo) has
transferred 750 towers to Helios, while rival
Vodafone Ghana has struck a similarly-sized
deal with Eaton.
Meanwhile, operators such as Bharti are
now looking at rolling-out 3G-based services
across their emerging markets in a bid to
ramp-up revenue from non-voice data
services. Successful data services in the
developing world are likely to take a very
different form than in mature markets, focused
in areas such as mobile micropayments such
as Vodafone/Safaricom's pioneering MPESA
service in Kenya and elsewhere and mobile
healthcare applications. However, the success
of such services will depend on a favourable
regulatory environment.
In conclusion, our data provides a clear
indication that the developing world will
account for the vast majority of future mobile
subscriber growth and could eventually
account for an even greater share of total
connections considering the low mobile
penetration rate in many of these markets.
However, subscriber growth is only part of
the story, and many emerging market
operators will need to learn lessons from their
counterparts in mature markets with regards
to building revenue share as well as market
share. Maintaining a profitable business
model in markets that are highly price
sensitive and mainly prepaid and therefore
more susceptible to churn can be tricky,
though Indias Bharti has shown how it can
be achieved on the thinnest of margins.
Indeed, operators planning imminent 3G
launches in markets such as India will need to
repeat the same trick to ensure that new data
services are correctly marketed and priced
(and relevant).
Other potential pitfalls for emerging
market operators can include dysfunctional
regulatory regimes (eg: Thailand), tax issues
affecting equipment imports, and political
instabilities. For operators to benefit from the
potential for subscriber growth in these
markets they will need to combine economies
of scale with local knowledge and expertise to
build business models that are able to
profitably deliver mobile services to even the
poorest members of society. Further
consolidation in emerging mobile markets is
likely to occur as operators chase greater
efficiencies and scale, which should also ease
pricing pressures in over-crowded mobile
markets such as India.
The world's developing economies
account for almost 80 percent of the
world's total mobile connections,
according to recent Wireless
Intelligence data. Based on Q3 2010
figures, developing markets account
for 3.98 billion of the world's 5.15
billion total connections almost
four out of every five mobile
connections are now made in the
developing world. These markets are
also growing significantly quicker
than the developed world, where
mobile penetration is above 100
percent and connections growth is
slowing. The developing economies
grew their mobile subscriber base by
over 19 percent year-on-year in Q3,
over four times the rate in the
developed economies (see Table 1).
Table 1: Mobile Connections by Developed & Developing
Economies Q3 2010
Table 2: Top Ten Developing
Economies by Mobile
Connections Q3 2010
Source: World Bank, Wireless Intelligence
*: GNI per capita high-income ($12,196 or more)
**: GNI per capita low-income ($995 or less) or middle-income ($996-$12,195)
Developed* Developing**
Connections 1.17 billion 3.98 billion
Growth, quarterly (%) 1.59 3.9
Growth, annual (%) 4.39 19.1
Population 1.04 billion 5.78 billion
Penetration (%) 112.7 68.78
Rank Market
Connections
(millions)
Overall
Rank
1 China 812.5 1
2 India 692.8 2
3 Russia 219.6 4
4 Indonesia 197 5
5 Brazil 191.1 6
6 Vietnam 123.9 7
7 Pakistan 100.9 10
8 Philippines 89.3 12
9 Mexico 86.2 13
10 Nigeria 85.1 14
2,598.40
Table 3: Top Ten Developed
Economies by Mobile
Connections Q3 2010
Rank Market
Connections
(millions)
Overall
Rank
1 USA 296.1 3
2 Japan 115.4 8
3 Germany 108.5 9
4 Italy 90 11
5 UK 74.6 15
6 France 59.9 20
7 Spain 54.8 23
8 Saudi Arabia 51.1 25
9 South Korea 50.1 26
10 Poland 44.8 28
945.3
ANALYSIS | EMERGING MARKETS

A collaborative partnership,
a powerful connection
www.assurantsolutions.com
Assurant Solutions is pleased to announce its strategic partnership with Telefnica.
This partnership leverages the strength of a leading global provider of mobile protection
programs with one of the worlds largest telecommunications companies. Through
nnovctve, ]exble technoloyes cnd vcluecdded products cnd servces, we look ]orwcrd
to lonyterm success n provdny customercentrc solutons ]or the wreless ndustry.
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ful connection

ful connection

FEATURE | MOBILE BROADBAND
Mobile Broadband in 2011:
Dispelling Myths and Correcting Hype
Michael OHara, Chief Marketing Officer for the GSMA
C
learly, there is a huge amount of
excitement and expectation around
the advancement of any technology,
and Mobile Broadband, as the most rapidly
deployed mobile technology ever, is no
different. Of course, this type of excitement is
often accompanied by misconceptions that
can distort the benefits of the technology and
create confusion for users. With Mobile World
Congress as the backdrop, well examine some
of these issues, and set the record straight.
ARE WE FACING A CAPACITY
CRUNCH?
As usage of mobile social networking and
video services soars, doommongers are
forecasting that mobile networks will become
overwhelmed and large numbers of people
will be unable to get connected during busy
periods. In fact, this gloomy scenario is very
unlikely to come to pass.
While mobile operators were clearly the
victims of their own success with the initial
surge in data traffic in cities such as New York
and London, in most places around the
world, mobile networks capabilities have
kept pace with or even exceeded demand.
Deutsche Bank highlighted that in 2010
operators globally invested $72 billion in
Mobile Broadband technology alone, and we
expect that level of investment to continue
into 2011.
Mobile networks are being continually
upgraded and operators are investing heavily in
new Mobile Broadband technologies such as
HSPA+ and LTE, which enable speeds that can
match or exceed fixed-line broadband
connections. Recent tests by IDG, the media and
research organisation, of TeliaSoneras live LTE
in Stockholm found that the network delivered
an average downlink speed of 33.4Mbps and
average uplink speed of 12.7Mbps.
THE IMPACT OF SMARTPHONES
People love the always-connected feel of
smartphones, be that social networking status
updates, the interactivity of turn-byturn
navigation or simply the ability to be connected
wherever and whenever you choose. Having all
this and more in a device that fits in the palm
of your hand is changing the way people lead
their lives and is fuelling an insatiable demand
for smartphones all around the world.
With smartphones sought after by all ages, the
tablet revolution building momentum and the
fact that there will be billions of connected
devices as embedded mobile takes off, mobile
operators have some interesting times ahead of
them. There have already been several high
profile reports of networks becoming overloaded
due to an increase in the number of smartphones
being used. What is less acknowledged is the fact
that the load smartphones add to a network is
largely a result of signalling and not necessarily
from high data usage.
Heavy smartphone signalling load is
caused by smartphone apps establishing a
data connection for a short time, retrieving
information and then ending the connection.
It is a problem, especially when multiple apps
are running at the same time, which could be
reduced dramatically. A well-implemented
connection and detachment process in a
smartphone, known as Fast Dormancy,
generates just one quarter of the signalling
traffic of current implementations and has no
impact on the experience for the end user.
In addition to Fast Dormancy, there is also the
potential to better optimise the way smartphone
apps use already-established connections. As
developers are generally far removed from
efficient network utilisation, it is understandable
that most apps arent yet designed to make the
best use of a networks resources. Seeing as
reducing the signalling load on a network would
lead to a better app experience, it is key that
developers are educated in the latest network
optimisation techniques. Handset
manufacturers also have a responsibility to align
their application platforms with the needs of
developers and operators.
SPECTRUM ALLOCATION FOR MOBILE
BROADBAND
For LTE to experience the kind of momentum
seen with HSPA, it is critical that
governments around the world release
suitable spectrum in a timely and harmonised
way. If this happens, LTE will generate vast
economies of scale, enabling cost reductions
for equipment and handsets, benefiting
operators and their customers. The mobile
industry needs to create a virtuous circle for
LTE; increasing scale will enable
manufacturers to offer more affordable
handsets and services to a wider audience,
which will generate even more scale.
Spectrum is being made available across
some parts of the globe. In many countries,
the switchover to digital television is freeing
up spectrum in the 700MHz and 800MHz
bands creating the so-called digital dividend.
This low frequency spectrum is already being
used for LTE deployments in the U.S. and
Germany, for example. Some European
countries are also committing to license
digital dividend spectrum for Mobile
Broadband services, which would create a
potentially large market for LTE devices
compatible with this frequency band.
Digital dividend spectrum isnt the only
band suited to LTE. Spectrum in the 2.6GHz
band, which has been identified globally by
the ITU as the 3G extension band, is the ideal
complement to digital dividend spectrum,
enabling the most cost-effective nationwide
coverage of Mobile Broadband services across
both rural and urban areas. Again, the 2.6GHz
band has the potential to become a globally
harmonised spectrum band for LTE if
governments and regulators around the world
allocate it for mobile services.
EVOLUTION OF MOBILE BROADBAND
It is important to note that LTE wont make its
predecessors obsolete. Many operators will
continue to use HSPA as their primary Mobile
Broadband technology for years to come. It
will take time for LTE to enjoy the same
economies of scale and the device diversity of
HSPA. Most smartphones today support
HSPA and there are now 341 live HSPA
networks across 132 countries worldwide.
Moreover, HSPA is a highly capable
technology that can be upgraded to HSPA+,
enabling peak speeds of between 21Mbps
and 42Mbps. With additional spectrum,
HSPA+ networks could even be configured to
hit speeds of 84Mbps.
As you can see, the misconceptions are just
that - misconceptions. As Mobile Broadband
is a relatively new technology, there are
bound to be questions about what it can and
cannot achieve, but the reports to date are
overwhelmingly positive. Its critical for us as
an industry to recognise any issues that do
exist, in order to break down possible barriers
to deployment and enable widespread
adoption. Clearly, there is much to be gained
through the ubiquitous deployment of
Mobile Broadband. For some, it will enable
their first connection to the Internet; for
others, it will enhance how they work, live
and play.
2011 is set to be a bumper year for
Mobile Broadband. HSPA connections
have recently surpassed 400 million
and continue to grow at over 17
million new connections each month.
This year will also be the tipping
point for LTE, the next generation
Mobile Broadband technology, with
Wireless Intelligence forecasting 55
deployed LTE networks and over 4
million connections globally by the
end of the year.
IT IS IMPORTANT TO NOTE THAT LTE WONT MAKE ITS
PREDECESSORS OBSOLETE. MANY OPERATORS WILL
CONTINUE TO USE HSPA AS THEIR PRIMARY MOBILE
BROADBAND TECHNOLOGY FOR YEARS TO COME

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If its embedded, its Kontron.
Get ready to make a lot of people happy.
Learn more about our 40G platforms,
switching and packet processing solutions
2A28, Hall 2.0

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EXHIBITOR NEWS
Bytemobiles UnisonTM Smart
Capacity platform is backed by
over a decade of product
development and network
deployment experience. The
Unison platform helps operators
reduce network costs capex and
opex by improving utilization of
existing network capacity by 50%.
Carriers can now apply:
Streaming policy control for all
audio and video services -
including encrypted streaming
content - for reduced stalling
and increased network efficiency
High-Definition (HD)
optimization for a quality
mobile HD video viewing
experience
Video caching with adaptive
optimization to balance network
performance across viral and
long-tail video content,
resulting in faster download
times and significant bandwidth
utilization improvements
Visit Bytemobile
in Hall 1, 1F05.
sales@bytemobile.com
www.bytemobile.com
MACH, the leading provider of
hub-based mobile communication
solutions, has announced the
launch of its Data Roaming
Engine, set to overhaul data
roaming tariffs. An industry first,
the solution will be launched in Q2
of this year and will allow mobile
network operators to offer all
subscribers a bespoke set of data
roaming packages. It allows
operators to offer a full range of
data services across GSM, WiMAX
or WiFi and CDMA to GSM
networks, helping them to expand
their businesses into new global
markets. Furthermore, the
solution enables data roaming for
pre-paid users, opening up an
untapped revenue stream for
MNOs, while improving the end-
user experience.
Come and visit us at stand 1H49
or contact us via:
info@mach.com
MACH Data Roaming Engine
Delivers a Radical New Approach
to Data Roaming Tariffs
The demand for test solutions
for load and feature testing of
wireless packet switched (PS)
networks has grown rapidly in
the past few years. To meet these
needs, Polystar has developed a
new bundled tool supporting
most PS interfaces in one single
solution.
Solver PS Suite is a high-
performance test solution for load
and feature testing of wireless
packet-switched networks. The
Solver PS Suite can simulate both
UTRAN and eUTRAN, and provide
load to the PS core network and
network elements such as the
SGSN, MME and SGW.
Testing core networks and
network elements has never
been this easy and efficient.
Let us show you! Visit us at
stand 2E18 or contact us via
MWC2011@polystar.com
3G Multimode,
Multi-Band
PowerSmart
Power
Platform
RFMDs RFRD6460 3G/4G
multi-band, multimode
PowerSmart Power Platform
targets smartphones and mobile
Internet devices (MIDs) by
providing extensive flexibility and
customization, user
experience focused
performance with real-time
battery life optimization, and a
dramatically smaller front end
solution sizeall while
accelerating an OEMs time to
market. At the heart of the
RFRD6460 is the industrys first
RF configurable power core,
which merges RFMDs industry-
leading VSWR-tolerant,
quadrature PA technology with
RFMDs patented power
management technology.
Although comprised of two
separate placements--the
RF6260 and the RF6560--these
components operate seamlessly
as a highly RF configurable
power core.
Visit www.rfmd.com for more
information. To request a
meeting with RFMD at MWC,
contact us at
kingram@rfmd.com.
Dont Let
Video
Stall Your
Network
Kontron
hardware for
eNodeB and
LTE designs
Wireless and femtocell
equipment vendors who design
eNodeB and LTE network systems
on open standard MicroTCA
platforms can significantly reduce
their development time by 12 to
18 months.
A key component is the new
Packet Processor AMC Module
AM4211, featuring the OCTEON
II CN6335 MIPS64 6-core
processor from Cavium Networks,
which can also populate ATCA
blades as a co-processor Network
Interface Card (NIC).
It supports configurations with
3rd-party Digital Signal
Processing (DSP) AMCs, in either
cube or 1U carrier-grade
MicroTCA platforms, IEEE1588 for
all IP Network Infrastructures,
and MAC and L2-L7 processing up
to 15M packets per second (pps).
Get the details from: Sven
Freudenfeld, Telecom Business
Development,
sven.freudenfeld@ca.kontron.com;
Mobile +1 514 515 4355.
SEE THE AM4211 AND MORE.
BOOTH 2A28, HALL 2.0.
Solver PS
Suite packet-
based traffic
load generator
in one single
tool
Survey Finds Majority of Mobile
Broadband Users Ready and
Willing to Pay for a Higher
Quality of Experience
A new mobile broadband
research, commissioned by
Comptel Corporation, the leading
vendor of dynamic Operations
Support System (OSS) software,
has revealed that 62% of
consumers are now ready and
willing to pay for a higher quality
of experience (QoE). At the same
time, 61% percent of respondents
indicated that they wanted
bespoke service and price plans
that are based on their individual
broadband consumption habits.
This is a huge revenue
opportunity for communication
service providers (CSPs).
Comptel offers
solutions that
help CSPs
personalise the
customer
experience,
including policy
and charging
control (PCRF),
dynamic SIM
management, and
provisioning and activation.
For a copy of the research
results, please visit Comptel
(www.comptel.com) at booth
#1C06.
EXHIBITOR NEWS
BSS / OSS pure player, Alepo,
is the first to develop an App for
iPhone & Android that allows
users to easily and dynamically
determine their own bandwidth
speed. The app communicates
directly with the operators
network to provision real-time,
user-defined QoS. As a value-
added service, operators can
monetize the app to amplify
ARPU and customer satisfaction
by offering Bandwidth on
Demand and network priority at
a premium.
The app is exclusively available
to mobile operators as part of
Alepos LTE packet core solution
suite, including PCRF, OCS, HSS,
OMA DM Server and AAA Server.
For a live product demo, visit
Alepo at Booth 2H12.
Alepo Unveils App for Dynamic
Bandwidth Selection
Built on a highly flexible rules
engine and native IMS support, the
latest version of the Jinny
Messaging Centre now offers
native support of SIP/IMS devices.
Augmenting top-class capability
in terms of message control, the
solution now includes subscriber-
centric personalisation services,
embedded targeted advertising
support, and proven platform
reliability and scalability. The Jinny
Messaging Centre delivers a
converged experience between
SS7 and SIP/IMS messaging.
THE ROUTE TO
PROFITABILITY WITH
LEGACY NETWORKS
Although it is part of Jinny
Messaging portfolio, the latest
Jinny SMS Router can be set up as
a stand-alone IP Short Message
Gateway, which can help you
ensure messaging convergence
while building a bridge between
legacy 2G/3G networks and 4G LTE
deployments.
The feature-rich built-in
capability of the Jinny SMS Router
goes beyond 3GPP-defined IP SM
GW capability. It helps the operator
reduce the cost of delivering SMS
and maximize the use of a legacy
messaging investment. It also
includes enhanced messaging
security and eases the
introduction of new deployments.
The Jinny SMS Router fully
supports both GSM and CDMA
environments. Come find out
more at the Jinny stand in Hall 1:
1E38.
Jinny Messaging
Centre now offers
native support of
SIP/IMS devices
Come talk to the company that
has provided advanced mobile
device management in the field
for the most demanding
customers in the worldover 500
million devices managedand
more being supported every day.
500 million devicesthat is why
Mformation Technologies Inc. is
the leading global provider of
mobile device management
(MDM) technology, offering a
complete solution that enables
mobile operators, managed
service providers and enterprises
to remotely manage, support and
secure all types of mobile devices
across all network types.
Come and see us at
Mformations stand: in Hall 1,
Stand A56, or contact us at
cathy.ducker@mformation.com.
Want to see the future of mobile
today? NXP Software is showing
the next dimension in mobile
multimedia at this years MWC.
The demos on its stand (Hall 1,
A15) focus on high quality
experiences and applications
that will differentiate tomorrows
devices and services. Among the
highlights are LifeVibes software
for bringing no-glasses 3D to
mobile, HD video editing on
touch phones and tablets, and a
demo of audio zoom audio
close-ups for mobile
camcorders. As NXP Software is
working on Android multimedia
with Google, they are offering
unique 30 minute Android
Academy sessions, providing
technical insights and a look at
how LifeVibes can help you to
differentiate Android devices.
NXP Software
shows next
dimension
multimedia
Join the LifeVibes
Android Academy @
Hall 1, A15
500 Million Devices
Managed
SVOX and
Teleca launch
application
enabling users
to use voice to
operate their
phones
SVOX, the specialist in embedded
speech solutions, and Teleca have
jointly developed an Android
application that enables users to
access frequently used phone
features using voice control. At
MWC, SVOX and Teleca are
demonstrating how this application
can be used for voice dialling and
music title selection.
SVOX and Teleca plan to develop
this app, also to be available on
additional platforms, to voice-
enable other popular features such
as messaging, navigation systems
and calendar programmes.
During MWC the app can be
downloaded for free from
www.teleca.com/svoxdemo.
Please visit SVOX in Hall 8, at
stand 8B79 (Teleca), for more
information.
Looking for a powerful, efficient
platform for next generation
mobile devices? Excited about
developing great apps with the
latest mobile technology? Its
time to find out more about
Samsung's new smartphone
platform bada!
This official guide takes a
practical approach by walking you
through all the information you
need to start developing great
applications with Samsungs
powerful and well-abstracted SDK.
Learn how to:
Get a basic app up and running
Work with badas native types
and classes
Create attractive interfaces
Explore bada service-centric
features
Use the code recipes supplied to
help build your applications
Available to buy now at the Wiley
book stand (Hall 2, A100) or visit
www.wiley.com/go/bada
INVITATION
TO ADVENTURE
EXHIBITOR NEWS
Time-to-
market
increasingly
important
for
operators
world-wide
Competition keeps growing in
the market for communication
services, and operators must
respond quickly to capitalize on
new market trends. A short time-
to-market for new offerings and
campaigns gives an invaluable
advantage in the competition for
subscribers. It is also important
to have an infrastructure that
allows for simple creation of
advanced services to target
specific market segments.
Symsoft Online Charging System
is a product that controls service
delivery in real-time for all types
of services. Symsoft Online
Charging System allows
operators to design advanced
offers themselves, shortening
their time-to-market and
improving their competitive
position while maintaining low
total cost of ownership.
Meet Symsoft in Hall 8, Stand
8C72 or visit www.symsoft.com
RGBs Unique
Platform Enables
Video Delivery to
Any Device
Vision Objects, the expert in
digital writing, announces the
launch of its new application which
will turn your iPad or Android
tablet into an interactive virtual
library which includes all your
handwritten notebooks!
Available for 30 different writing
languages, the application allows
you to create and customize an
unlimited number of notebooks or
other documents like sticky notes,
in which you can write, draw,
search for keywords and convert
your text. You can also insert
multimedia content (audio, videos,
maps, links or pictures) and then
export your creations to your
favorite community application
(Twitter, Facebook) or by e-mail.
To see a live demo, visit us at
booth 2E47
Vision Objects presents
MyScript Notes Mobile
Evolving Systems, the leader in
dynamic provisioning, activates
its 25 millionth SIM card using its
pioneering Dynamic SIM
Allocation (DSA) solution. Stacked
into a single pile, these cards
would reach a height of 20km,
just under 2 times that of
Everest.
Launched in 2008, DSA has
been further developed and
subsequently selected by major
mobile operators across Europe,
Africa, Asia and North and South
America. Customers include 3
UK, Maxis, MTN South Africa,
Movistar Mexico and Indosat.
DSA is a new way of activating
phones, which removes the
inefficiencies of traditional pre-
provisioning, avoids costs
associated with inactive SIM cards,
and enables operators to offer an
enhanced end-user experience.
Meet Evolving Systems at
hospitality suite 98, Hall 3.1 or
email DSA@evolving.com
Evolving Systems
Activates Its 25
Millionth SIM Card
with DSA
Wi-Ex, a leading provider of
consumer and commercial
mobile signal boosters for the
home and office, is showcasing
its zBoost European product line
including the zBoost-ONE UMTS
3G Signal Booster and zBoost for
home and office.
zBoost eliminates mobile phone
notspots by increasing the mobile
signal indoors and eliminating
dropped calls. With zBoost,
users can take full advantage of
voice, data and Internet services
on their iPhone, Blackberry,
DROID, smartphone and other
connected devices including iPad
and tablets including 3G high-
speed data and video, instant
messaging, pictures and more at
home and in the office.
Visit us at stand 2J29
Or at www.Wi-Ex.com/MWC2011
zBoost Your Mobile
Phone Notspots
Whether you're delivering
video to smartphones,
tablets, PCs, TVs or all of the
above, RGB Networks can
help simplify your
deployment and minimize
ongoing operational
headaches.
RGB offers the only
solution with the capacity
and scalability to support the
demands of multi-screen
video deploymentslarge
and small. The carrier-class
reliability and manageability
of RGBs modular VMG
platform, combined with its
integrated transcoding and
ad insertion capabilities,
provide an ideal solution for
the seamless delivery and
monetization of premium
quality video services.
Your subscribers are
demanding video on any
device. Find out how you can
deliver with RGBs unique
offering.
Come visit us at stand
#2B101 or contact us at
www.rgbnetworks.com.
MARKET INSIGHT | EUROPE
Wireless Intelligence is the definitive source of mobile operator data, analysis and forecasts, delivering the most accurate
and complete set of industry metrics available. Relied on by a customer base of over 700 of the world's mobile operators,
device vendors, equipment manufacturers and leading financial and consultancy firms, the data set is the most
scrutinised in the industry. With over 5 million individual data points updated daily the service provides coverage of the
performance of all 940 operators and 640 MVNOs across 2,200 networks, 55 groups and 225 countries worldwide.
For more information go to www.wirelessintelligence.com
Net Additions (4Q10) Connections (Millions)
1 Russian Federation 220,557,417
2 Germany 108,662,513
3 Italy 90,964,433
4 United Kingdom 75,301,693
5 France 60,805,919
6 Spain 57,022,243
7 Ukraine 56,191,468
8 Poland 45,707,996
9 Romania 29,898,150
10 Uzbekistan 19,808,168
1 Russian Federation 3,723,387
2 Germany 1,532,757
3 Uzbekistan 1,187,864
4 Italy 1,033,566
5 France 1,018,677
6 Ukraine 997,525
7 Spain 922,643
8 Kazakhstan 803,280
9 United Kingdom 761,293
10 Poland 506,728
Subscriber Connections (4Q10)

Q
1

2
0
0
6
Q
2

2
0
0
6
Q
3

2
0
0
6
Q
4

2
0
0
6
Q
1

2
0
0
7
Q
2

2
0
0
7
Q
3

2
0
0
7
Q
4

2
0
0
7
Q
1

2
0
0
8
Q
2

2
0
0
8
Q
3

2
0
0
8
Q
1

2
0
0
9
Q
4

2
0
0
8
Q
2

2
0
0
9
Q
3

2
0
0
9
Q
4

2
0
0
9
Q
1

2
0
1
0
Q
2

2
0
1
0
Q
3

2
0
1
0
Q
4

2
0
1
0

W.Europe E.Europe
0
5
10
15
20
25
30
35

Q
1

2
0
0
6
Q
2

2
0
0
6
Q
3

2
0
0
6
Q
4

2
0
0
6
Q
1

2
0
0
7
Q
2

2
0
0
7
Q
3

2
0
0
7
Q
4

2
0
0
7
Q
1

2
0
0
8
Q
2

2
0
0
8
Q
3

2
0
0
8
Q
1

2
0
0
9
Q
4

2
0
0
8
Q
2

2
0
0
9
Q
3

2
0
0
9
Q
4

2
0
0
9
Q
1

2
0
1
0
Q
2

2
0
1
0
Q
3

2
0
1
0
Q
4

2
0
1
0

W.Europe E.Europe

0%
20%
40%
60%
80%
100%
120%
140%
Q
1

2
0
0
6
Q
2

2
0
0
6
Q
3

2
0
0
6
Q
4

2
0
0
6
Q
1

2
0
0
7
Q
2

2
0
0
7
Q
3

2
0
0
7
Q
4

2
0
0
7
Q
1

2
0
0
8
Q
2

2
0
0
8
Q
3

2
0
0
8
Q
1

2
0
0
9
Q
4

2
0
0
8
Q
2

2
0
0
9
Q
3

2
0
0
9
Q
4

2
0
0
9
Q
1

2
0
1
0
Q
2

2
0
1
0
Q
3

2
0
1
0
Q
4

2
0
1
0

0
100M
200M
300M
400M
500M
600M

W.Europe E.Europe

ARPU (Blended, Euros) Market Penetration
EDITOR: Justin Springham
DEPUTY EDITOR: Matt Ablott
CONTENT EDITOR: Steve Costello
REPORTERS: Ian Channing, Richard Handford,
Vaughan OGrady, Paul Rasmussen, Ian Volans, Ken Wieland
ALL ADVERTISING ENQUIRIES TO:
showdailysales@mobileworldcongress.com
All data sourced fromWireless Intelligence
(www.wirelessintelligence.com). Whilst every care has been taken to
ensure that the data in this publication is accurate, Wireless
Intelligence and GSM Media LLC cannot accept and hereby disclaims
any liability to any party to loss or damage caused by errors or
emissions resulting fromnegligence, accident or any other cause.
The data in this publication should not be relied upon as the sole
source of reference in relation to the subject matter. Data fromthe
Wireless Intelligence database was extracted on 1 February 2011 and
contains estimates fromthe Wireless Intelligence analysts where no
data is published by the respective mobile network operators at that
time. The number of networks includes the number of operator
networks live in the respective country at the end of Q4 2010 and
excludes any regional splits of countries (eg. India). All data copyright
(c) GSM Media LLC and Wireless Intelligence 2011. Wireless
Intelligence operates under an Independence Charter.
For full details please see
www.wirelessintelligence.com/independence.aspx.
1
2
4
5
3
6
Russian Federation
SUBSCRIBER CONNECTIONS ............220,557,417
YOY GROWTH ................................................5.80%
MARKET PENETRATION............................159.68%
1
Germany
SUBSCRIBER CONNECTIONS..........108,662,513
YOY GROWTH ........................................-10.36%
MARKET PENETRATION........................131.14%
2
United Kingdom
SUBSCRIBER CONNECTIONS............75,301,693
YOY GROWTH ..........................................-5.43%
4
France
YOY GROWTH ............................................3.87%
MARKET PENETRATION..........................98.30%
Spain
YOY GROWTH ............................................4.46%
6
Italy
YOY GROWTH ............................................3.38%
3
5
YoY Growth (4Q10)
1 Turkmenistan 49.37%
2 Uzbekistan 25.97%
3 Kosovo 24.26%
4 Kyrgyzstan 23.81%
5 Tajikistan 22.12%
6 Gibraltar 19.39%
7 Kazakhstan 17.98%
8 Azerbaijan 17.47%
9 Albania 15.38%
10 Armenia 14.39%
PUBLISHER: Rick Costello
PRODUCTION MANAGER: Samantha Burke
ART DIRECTION & PRODUCTION: Russell Smith, IntuitiveDesign UK Ltd.,
13 North St, Tolleshunt DArcy, Maldon, Essex CM9 8TF, UK,
email: russell@intuitive-design.co.uk
PRINTED BY:
Servicios Grficas Giesa, Barcelona
Whilst care has been taken to ensure that the data in this publication is accurate, the publisher
cannot accept and hereby disclaims any liability to any party to loss or damage caused by errors or
omissions resulting from negligence, accident or any other cause. All rights reserved. No part of this
publication may be reproduced, stored in any retrieval system or transmitted in any form electronic,
mechanical, photocopying or otherwise without the prior permission of the publisher.
A GSM Media Publication
All content GSM Media LLC 2007-2011.
All rights reserved.
In an effort to minimise the
environmental impact of our events,
the GSMA created the MWC Green
Initiatives programme to promote
reduced material usage and waste at
Mobile World Congress. This item is
printed on recycled paper.

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COVERING THE MOBILE WORLD CONGRESS 2011

MONDAY 14TH FEBRUARY

MWC11 Daily DAY1_DAY1 06/02/2011 22:09 Page 36

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