Microsoft Mobile Service PlatformMicrosoft Mobile Service PlatformEmpowering The Agile Service ProviderEmpowering The Agile Service Provider

Ronald ChanRonald ChanBusiness Development ManagerBusiness Development ManagerNetwork Service ProvidersNetwork Service ProvidersMicrosoft Greater China RegionMicrosoft Greater China Region

CompetitionCompetition

GlobalizationGlobalization MarketplaceMarketplace

MacroeconomicsMacroeconomics Regulation/ Regulation/ DeregulationDeregulation

Customer ExpectationsCustomer Expectations

TechnologyTechnology

The Reality of ChangeThe Reality of ChangeBusiness Success is a Moving TargetBusiness Success is a Moving Target

Agility is the Critical Success MetricAgility is the Critical Success Metric

Grow Market ShareGrow Market ShareReduce Operational Costs Reduce Operational Costs

Increase ARPUIncrease ARPULaunch New ServicesLaunch New Services

Leverage New ChannelsLeverage New ChannelsExtend Existing Assets Extend Existing Assets

Reduce Debt BurdenReduce Debt Burden

The old business modelThe old business model

Mobile operator

Handset vendor

Customer

Subscription /access fee /service chargeBulk handset

purchase

Handsetsubsidies

Things just got a whole lot Things just got a whole lot more complicatedmore complicated

Mobile operator

Terminal vendor

Customer

Subscription /access fee /servicecharge

Smaller order for each type/model

OtherIncentives/rebat

AdvertiserRetailer,

m-commercemerchant

Transactionroyalty

Bank/financialservice

provider

Site fee

Application hoster/3rd-party portal

Pays for hosting/portal service

Content provider

Site fee

Site fee

EnterpriseMobile Intranet

Portal

Site fee Pays for hosting/portal service

And/orrevenue sharing

Transaction fee sharing

And/orrevenue sharing

Key Success factorsKey Success factors

Availability and support of Different Availability and support of Different DevicesDevices

An ecosystem for application An ecosystem for application developmentdevelopment

Widely accessible portal service that Widely accessible portal service that can enable all applicationscan enable all applications

UMTS Forum 2001 Report No. 16UMTS Forum 2001 Report No. 16

Microsoft .Net Vision Microsoft .Net Vision

To empower our To empower our customers through great customers through great software, anytime, software, anytime, anywhere, and on any anywhere, and on any devicesdevices

Microsoft .NETMicrosoft .NET

Integ

rated

Integ

rated

To

ols

To

olsIntegrated ServicesIntegrated Services

Integrated PlatformIntegrated Platform

Integrated ExperiencesIntegrated Experiences

The Agile Service Delivery PlatformThe Agile Service Delivery Platform

DigitalDigitalCommunicationsCommunications

ServicesServices

Third Third party party

Operated Operated ServicesServices

DigitalDigitalMedia Media

ServicesServices

DigitalDigitalBusinessBusinessServicesServices

Existing Existing ServicesServices

Exposing The Infrastructure Exposing The Infrastructure Web Services Operating EnvironmentWeb Services Operating Environment

Integrated Third Party Integrated Third Party Web ServicesWeb Services

Develo

per T

ools

Develo

per T

ools

Network/Data Center InfrastructureNetwork/Data Center Infrastructure

Web Services-BasedWeb Services-Based

Automated OperationsAutomated Operations

OSS/BSS & Line of Business SystemsOSS/BSS & Line of Business SystemsExisting SystemsExisting Systems

Requirements / Design GoalsRequirements / Design Goals Extensible Business ModelExtensible Business Model

Access to comprehensive innovative consumer content from 3rd partyAccess to comprehensive innovative consumer content from 3rd party Hosting platform for MVNO, large enterpriseHosting platform for MVNO, large enterprise

Integrated billing and chargingIntegrated billing and charging Separate payment processor, which is capable of supporting prepaid, post-Separate payment processor, which is capable of supporting prepaid, post-

paid credit card paymentspaid credit card payments Proven 3G rating engine, which is capable of supporting real-time rating as Proven 3G rating engine, which is capable of supporting real-time rating as

well as defining rating tariffs for each event typewell as defining rating tariffs for each event type Effective ICP managementEffective ICP management

Work-flow driven approach for application registration, submission, Work-flow driven approach for application registration, submission, verificationverification

Built-in EAI for streamlined business process, process status monitoringBuilt-in EAI for streamlined business process, process status monitoring Application certification (similar to Windows logo)Application certification (similar to Windows logo)

Latest TechnologyLatest Technology XML web servicesXML web services xHTML Mobile/Web Browser xHTML Mobile/Web Browser High performance streaming engine which optimize bandwidthHigh performance streaming engine which optimize bandwidth

High performance, availability, scalability, manageabilityHigh performance, availability, scalability, manageability

Enabling technologyEnabling technology

Content Content managementmanagement

Billing supportBilling support NotificationNotification Location based Location based

serviceservice PersonalizationPersonalization Device managementDevice management

Catalog and Catalog and subscription subscription managementmanagement

Subscriber profile Subscriber profile managementmanagement

Security, auditSecurity, audit Digital Dashboard, Digital Dashboard,

DatawarehouseDatawarehouse

Solution ArchitectureSolution Architecture

Application and 3rd party web services

Enterprise Applications, Consumer contents

Enabling Technology and application servers

Flexible billing and subscription model, Application hosting for Enterprise,

plug-n-play 3rd applications

Co

ntin

uo

usly A

vailability,

Scalab

ility & M

anag

eablity

Integ

rated O

SS

/BS

SA

gility, time-to-m

arket,C

ustomer satisifaction

Services Creation EnvironmentWindows developers, Visual tools developers,

XML web service development

PCs andPCs andSmartSmart

DevicesDevices

Network InfrastructureNetwork InfrastructurePortal Access Services

(Device management, AAA, Single Sign-on)

Times of Change Create Times of Change Create Opportunity Opportunity Opportunity for new leadersOpportunity for new leaders Opportunity to redefine marketsOpportunity to redefine markets

Microsoft’s CommitmentMicrosoft’s CommitmentEmpower service providers to win Empower service providers to win

leadership in new markets and leadership in new markets and unparalleled profitabilityunparalleled profitability

. . . Through Agility. . . Through Agility

Thank YouThank You