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By utilizing Net2Phone’s hosted platform, Lanka Bellstays ahead of the competition by expeditiously

launching a full-featured, economical, co-brandedcalling card service in Sri Lanka.

Case Study:Net2Phone Enables Telecom Provider toSeamlessly Deploy Calling Card Service

Our PartnerLanka Bell, one of the primary telecommunications services providers in Sri Lanka, offersfixed-line telephone and Internet services throughout the country. Lanka Bell is consistentlyon the cutting-edge of the market, providing 24-hour support and on-line billing services. Inaddition, they were the first fixed telephone operator to offer their customers a free additionaltelephone line for Internet access.

Opportunities and ChallengesA strong pre-paid calling card market exists in Sri Lanka and recent deregulation has createda very competitive landscape. As a result, Lanka Bell was in need of a calling card servicethat addressed the competitive pressures, namely a solution that: • Provides low calling rates along with minimal capital expenditures and operating costs • Allows for quick deployment, in order to stay ahead of the competition• Maintains their reputation for high-quality service and support

The Net2Phone SolutionAs a hosted services provider, Net2Phone was able to help Lanka Bell overcome theirchallenges. Net2Phone allows partners to focus on growing their core business whileleveraging Net2Phone’s expertise to manage their VoIP services. The Net2Phone platformseamlessly integrates with existing telecom infrastructure to provide a carrier-grade, scaleablecalling card service.

Benefits of Net2Phone’s hosted solution include:• Quick time-to-market, as services can be fully-deployed in less than 60 days • Low transmission costs, allowing partners to provide compelling rates in even the most

competitive markets• Low infrastructure and capital expenditures, since the Net2Phone platform integrates

with existing telecom infrastructure, including Cisco-based solutions • Minimal operational/customer support costs, as the Net2Phone platform hosts the

billing, account management and reporting systems • A full-suite of enhanced services such as no-PIN dialing and the ability to assign rates

based on a caller’s location, allowing partners to differentiate themselves from thecompetition

By utilizing Net2Phone’s hosted solution, Lanka Bell is able to provide a high-quality callingcard service while staying ahead of the competition in terms of costs, calling rates andfunctionality.

Marketing and Branding OptionsNet2Phone has a strong history of success in marketing callingcards in over thirty countries throughout the world. This trackrecord includes an expertise in targeting different marketsegments with cards that focus on calls to a specificgeographical area. For example, Lanka Bell is primarilytargeting those who call the Middle East, India, the UnitedStates and the United Kingdom with these special “destination”cards.

In addition, the Net2Phone calling card solution enables anumber of branding opportunities: • Private-branded cards, allowing partners to capitalize on or

build their own brand name • Net2Phone-branded cards, enabling a partner to leverage

Net2Phone’s strong international name recognition• Co-branded cards, allowing a partner to draw on the

combined strengths of their name and the Net2Phone brand

These options also allow Net2Phone’s partners to targetdifferent markets in their region by introducing multiple brandsand enable them to succeed in ultra-competitive marketswithout affecting their core brand.

In Sri Lanka, Lanka Bell chose to introduce co-branded(“Net2Phone, provided by Lanka Bell”) cards. In utilizing theNet2Phone name, they are able to leverage a stronginternational brand and differentiate themselves from the otherproviders in this deregulated market. By co-branding thecards, Lanka Bell is able to capitalize on their reputation forproviding quality service and support throughout the country.