day 2-keynote-1200 ip-hong-20120524
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ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
At the Forefront of Telecom and IT Convergence
1
IP Hong Vice President, Head of Global Marketing James.bond@samsung.com
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 2 Page
27,100
-
5,000
10,000
15,000
20,000
25,000
30,000
2007 2008 2009 2010 2011
Voice
Data
(TB/Month)
Mobile Data & Voice Traffic (A in USA)
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 3 Page
Mobile Data & Voice Traffic (B in Korea)
14,527
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
1Q.10 2Q.10 3Q.10 4Q.10 1Q.11 2Q.11 3Q.11 4Q.11
Voice
Data
(TB/Month)
Galaxy S
Galaxy S2
Galaxy Note
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 4 Page
Mobile Data & Voice Traffic (C in Japan)
4,199
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
1Q.10 2Q.10 3Q.10 4Q.10 1Q.11 2Q.11 3Q.11 4Q.11
Voice
Data
(TB/Month)
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 5 Page
Mobile Voice & Data Revenue (C in Japan)
Data Revenue
Voice Revenue
`07 `11 `09 `08 `10
[U$B]
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 6 Page
Mobile Voice & Data Revenue (D in Japan)
Data Revenue
Voice Revenue
`07 `11 `09 `08 `10
[U$B]
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 7 Page
Service Revenues in USA and Korea
Music
Cloud SVC
VOD U$ 9.99
U$ 4/5/6/10
U$ 3/4/6/8/10 U$ 9.99
U$ 4/5/8/16
U$ 9.99
U$ 9.99
U$ 8
U$ 4.4
Navigation
Location
Service Application
U$ 9.99/14.99
U$ 4
U$ 5
Individual(U$4/13)/Enterprise
Individual (10GB)/Enterprise
Enterprise
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 8 Page
Telco Service Trend
Traditional Telco IT Transformation
SMS Data
Voice
Music VOD Storage Computing
Corporate VPN
QoS Voice
Basic subscription fee (5GB or unlimited)
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 9 Page
Ethernet
Ethernet
IT Transformation
TELCO
IT
Fiber Optic
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 10 Page
Samsung Smart LTE for KT
12 Central Sites cover Seoul (600km2, 10mn pops)
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 11 Page
Samsung Smart LTE Improves Speed
Cell edge and average throughput increase up to 1.8 times
[Source: KT]
Smart LTE
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 12 Page
Smart LTE Networks Benefit
Test Date Smart OFF Smart ON Times
3/28 10 18 1.8
3/29 7 13 1.6
3/30 10 18 1.8
4/02 9 15 1.7
[Source: KT ]
The maximum number of users to maintain 2Mbps HD video quality
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 13 Page
LTE TV Commercials in Korea
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 14 Page
Individual 3G & 4G Units
Multimode 3G & 4G Units Combined
Sprint Smart MBS
LTE
CDMA
TD-LTE
3GPP Smart MBS
LTE
HSPA+
GSM
TD-LTE
Seattle
San Francisco
Chicago
Sprint Network Vision Project
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 15 Page
TD-LTE Leadership
Mobily USA China India
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 16 Page
LTE in Korea
LTE Speed tests
in Seoul
(10MHz)
January 2012
Underground shopping mall In the subway
5 Million Today
12 Million EOY 2012
30 Million EOY 2013
[LTE Subscribers in Korea]
On the street
25% of LTE subscribers in
the world
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 17 Page
LTE Leads to Increased ARPU
Source: SKT, May 2012
2.4
6
29
38
46
SKT LTE subscribers in million
SKT ARPU in USD
April 2012 Year end objective
Total ARPU Smartphone ARPU
LTE ARPU
LTE subscribers growing really fast… … and improving ARPU
Consensus: SKT will hit its target
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 18 Page
LTE to Raise ARPU by 25% in the next 3 years
LTE subscribers to 10mn in 3 years
Subscribers forecast (millions)
0
2
4
6
8
10
12
2011 2012 2013 2014
Analyst forecast
LGU+ forecast
In the 2 months after the LTE launch, LGU+ share price increased by 30%
Source: LG U+, Oct 11
and LG U+ plans to increase ARPU by 25%
ARPU forecasts (USD)
2011 2012 2013 2014
28
30
33
36
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 19 Page
Early VoLTE Commercial Plans
VoLTE commercial in Q3 2012, SRVCC
VoLTE commercial in October 2012
Nationwide VoLTE commercial in October 2012 Turn off CDMA in 2015 and only VoLTE for voice
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 20 Page
VoLTE - Challenges & Solutions
Challenge in VoLTE : quality degradation in boundary area
VoLTE performance enhancement via Samsung Smart LTE Networks
Conventional LTE Smart LTE Performance
Enhancement
Ch
ann
el Q
ual
ity
A B C
A B
C
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 21 Page
High Quality VoLTE Service
LTE
Samsung Smart LTE Networks
Average Cell Performance
1.8 times
Cell Edge Performance
1.8 times
3G-equivalent VoLTE service is made possible by Samsung Smart LTE Networks
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 22 Page
Samsung Synergy
Telecom Systems Mobile & IT Solution Media Solution Center
Earlier service introduction, earlier and better optimization
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 23 Page
Europe Operation Teams
●SESA
● SEF
● SENA
● SEBN ● SELS (WEDC)
● SEPOL
● SEH
● SEP
● SEI ● SDM
● SEGR
● SEAG ● SEROM ● SEAD
● SEH(P)
● SEPM
● SEB
Samsung Europe Organization
● SPRC
41 organizations (28 countries)
ETO
Portfolio Management
Service & QA
Global Operators
Local & Retailers
Europe Telecom Operations (Mobile)
ENO
Account Management
Product Management
Operations
Europe Network Operations (Infra)
● Sales & support: 27 ● R&D: 2 ● Design: 2 ● Logistics: 2 ● Production: 4 ● Others: 4
● SEG
● ETO
● EHQ, IPC ● SDE
● SEUK
● SERI
● EEDC ● SESK
ENO
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 24
Samsung, a Great Network Partner
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary.
Come visit our booth
25
(Stand #44)
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 26 Page
Samsung Network Service (SNS)
Network Deployment
Managed Service &
Maintenance
Network Design
& planning Transfer
System Integration
Training
Customer Support
SNS
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 27 Page
Appreciation from Customers
• Scope: Network deployment, system integration and maintenance
• 1 of 3 best vendors in quality, technology, cost, delivery, service, overall
• Scope: Network deployment, system integration and maintenance
• “ Predictability is critical to Vision program success, and Samsung is best in class in this case. I would like to extend my personal thanks to the entire Samsung Team for all you are doing to effectively manage the Vision program
to expectation. ” - John Harrison, VP – Network Deployment
• Scope: Network deployment and managed service
• "Samsung has been a great managed services partner for Mobily." - Mohammed E. Alzaaidi Director, Access Infrastructure Operations
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 28 Page
KDDI LTE Project
Tokyo
Outdoor (20,000 Units)
• Shipping now
• Commercial in NOV 2012
• Nationwide deployment
Indoor (5,000 Units)
Macro cell Small cell
ⓒ Samsung Electronics. All Rights Reserved. Confidential and Proprietary. 29 Page
Mobily TD-LTE Project
Saudi Arabia
• Soft launch in SEP 2011
• Commercial service launch in MAY 2012
• 2,300 Cell sites (2.5 GHz, 20 MHz)
• CPE, USB dongle
Central Western
Central scheduler
eNB
EPC
Ethernet
"Samsung has been a great managed services partner for Mobily."
- Mohammed E. Alzaaidi
Head of Access Infrastructure Operations
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