mwc11 daily day1 lr

COVERING THE MOBILE WORLD CONGRESS 2011

MONDAY 14TH FEBRUARY

ANALYSIS: LTEWIRELESS INTELLIGENCE PREDICTS LTE WILLACCOUNT FOR 4% OF THE WORLD’S MOBILECONNECTIONS BY 2015 PAGE 22

MOBILE WORLD CAPITALTHE SHOW DAILY EXCLUSIVELY INTERVIEWSREPRESENTATIVES FROM BARCELONA, MILAN,MUNICH AND PARIS AS THEY AIM TO BECOME HOME TO THE MOBILE INDUSTRY PAGES 34-35 FE

ATU

RES

IN THIS ISSUE r

Embedded SIMplans submitted tostandards bodyDEVICES EXPECTED TOAPPEAR IN 2012 PAGE 4

Samsung updatesGalaxy S, tabletdevicesSOUTH KOREAN VENDORSTRENGTHENS PORTFOLIOPAGE 4

Telefonicalaunches cross-platform serviceFRIGO TO GO LIVE IN SEVENTERRITORIES LATER THISYEAR PAGE 7

GSMA hails stronggrowth in HSPAmobile broadbandHSPA CONNECTIONS HAVESURPASSED 400 MILLION,WITH 17 MILLIONCONNECTIONS ADDED EACHMONTH PAGE 12

1Monday 14th FebruaryMOBILE WORLD CONGRESS DAILY 2011 | www.mobileworldcongress.com

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Seamless Mobility withtablets, phones and more

By Richard Handford

Sony Ericsson last nightunveiled the much-anticipatedXperia Play (pictured) – aka the

“PlayStation phone” - ahead of itslaunch next month in selectedEuropean and Asian markets. ACDMA version of the new handsetwill go on sale in the US with VerizonWireless in the spring, a major boostfor Sony Ericsson in the States.The details of the Android-based

device, which have been muchleaked in the run up to this week’sshow, include: a slideout gamingkeyboard featuring a digital D pad,a second pad featuring thedistinctive PlayStation buttons, twoanalogue touch pads and two

shoulder buttons. Qualcomm’sSnapdragon processor has beenoptimised for gaming on the newhandset, which also features a four-inch screen. The vendor also announced two

other Android handsets: the Xperiapro, which features a Qwertykeyboard, and the Xperia neo, amore mid-range smartphone thanthe high-end Xperia arc, which thecompany announced last monthand showed off yesterday. All newhandsets, including the XperiaPlay, are based on version 2.3 ofthe Android OS, also known asGingerbread.Less expected than the

announcement of the Xperia Playwas the news that the first operator

to sell the handset in the US will beVerizon Wireless. As one of thecountry’s two leading operators,along with AT&T Wireless, gettingVerizon Wireless’ support shouldgive sales of the Xperia Play a big liftin the country. It will be the firstSony Ericsson handset sold byVerizon Wireless for some years.The vendor did not reveal thenames of the handset’s launchoperators in Europe and Asia.

Sony Ericssonannounces “PlayStationphone”; gets US boost

By Paul Rasmussen

The CEO of Ericsson, HansVestberg (pictured), hascautioned that providing

coverage in urban areas willbecome the biggest challengefacing the industry.With the company being keen

to promote the concept of the‘network society’ – whereeverything that can be connectedwill be – Vestberg believes thatnetworks will become a keydifferentiator for operators.Cont. on P4 f

Ericsson CEO:Solving urbancapacity is keyissue

By Matt Ablott

Nokia’s decision to opt forMicrosoft’s Windows Phone7 (WP7) platform as its

primary smartphone OS, rather thanAndroid, was prompted by a desireto avoid a “duopoly” in the mobileindustry between Google/Nokiaand Apple, CEO Stephen Elop toldreporters at a press conference inBarcelona last night. Elop said thatthe Finnish handset giant had been“suited” by both Google (Android)and Microsoft in the weeks leadingup to last Friday’s announcement.“A decision to swing to Androidwould have tilted the mobileecosystem in the direction of aduopoly, but we wanted to create achallenger,” he said. Elop noted that the new

partnership will initially operate as a

straightforward licensing deal, whichwill see Nokia pay Microsoft a fee touse its software. But he also talked upthe significant “value transfer” infinancial terms that would comeNokia’s way as a result of reducedoperating expenses and newrevenue streams, such as access toMicrosoft’s search and advertisingcapabilities. This financialcontribution would be “in thebillions not the millions,” Elop said.Nokia was unable to give a firm

timeframe on when its first WP7phone would appear but it is hopefulfor a launch before year end. Elop wasjoined on stage by senior VP Jo Harlow,who said that investment in Symbianwould continue – at least in the shortterm – prior to a “carefully managedtransition” to WP7. However, there

was little mention on MeeGo - Nokia’shigh-end OS with Intel – aside fromthe fact that the first MeeGo phone isalso due later this year and thatMeeGo will form part of Nokia’s “next-generation platform strategy.” Nokia’s deal to use Microsoft’s

Windows Phone 7 as its mainsmartphone platform was announcedon Friday and is set to dominatedebate at Congress this week. The twofirms are positioning the alliance as thethird major smartphone ecosystemalongside Apple’s iOS and the Androidcommunity. The deal will also seemany of their service offerings - suchas Nokia’s Ovi maps and Microsoft’sBing search engine – pooled together,while Nokia’s apps store (Ovi) is tobe rolled into WP7’s Marketplace.The deal was seen as a positive for

Microsoft, which is set to benefithugely from the support for WP7 bythe world’s largest handset vendor.However, the news was less wellreceived at Nokia, where someemployees on Friday even staged aprotest at a plant in Finland dedicatedto the Symbian platform. Investorsappeared equally worried about thewisdom of the Microsoft deal fromNokia’s point of view, sending sharesin the Finnish firm down almost 15percent in trading Friday.

Nokiaadmits itrejectedAndroid

MWC11 Daily DAY1_DAY1 13/02/2011 19:13

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By Steve Costello

Samsung last night announcedtwo additions to its Androiddevice portfolio, with an

update to its Galaxy S flagshipsmartphone and a new tabletdevice that is closer in positioningto Apple’s iPad than Samsung’sexisting Galaxy Tab.A number of incremental

upgrades have been made for theGalaxy S II. It has a 4.3” superAMOLED screen, compared with4” for the Galaxy S, but in terms ofphysical size the handset iscomparable with its predecessor. Itis also slimline, being just 8.5mmdeep – the existing Galaxy S iscloser to 10mm. It has a 1GHzdual-core processor, comparedwith a 1GHz single core chip in theGalaxy S, and runs the latestAndroid Gingerbread platform.A new addition to the HSPA+

device is NFC support, enablingcontactless transactions and

interactions. While to-date NFC hasbeen something of a niche technology,it has been used in devices such asGoogle’s (Samsung-made) Nexus S,and is believed to be gaining supportfrom vendors including Nokia, Apple,LG and Research In Motion.Operators including Orange, Softbankand China Unicom are also workingwith the technology.Launched in June 2010, Samsung

sold more than 10 million Galaxy Sdevices before the end of the year,making the company something ofa standard bearer for Android.During 2010 the company endedits support for the ailing SymbianOS smartphone platform, but it isalso currently offering devicespowered by its own Bada platformand Microsoft’s Windows Phone 7.YH Lee, Vice President of Mobile

Marketing for Samsung, told ShowDaily that “while we are proactive inthe Android domain, we believe that inthe long term Bada will be a significantportion 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 themarket,” she said – prior to thenews that Nokia has now alignedits smart device strategy with theMicrosoft platform.Samsung also unveiled the

Galaxy Tab 10.1, with the figuresreferring to the screen size, whichis the vendor’s second product inthis market, following the earlier7”-screen Galaxy Tab. As with thefirst product, Vodafone Group hasbeen named as a partner, withPatrick Chomet, Group Director ofTerminals, stating that “Vodafonecustomers in over 20 marketsaround the world will be the first toget the Galaxy Tab 10.1 when itgoes on sale this spring.”The new device is based on the

Honeycomb incarnation of theAndroid platform, which isdesigned specifically for tablets. Thisalso means that it is possible todeliver a device without the need forbuttons on the front casing, giving asleeker design. It is powered by adual-core 1GHz processor.Samsung also announced efforts

to improve the business credentialsof its Android devices. In aninterview with Show Daily ahead ofthe product launches, Eric Moon,director of Enterprise Mobility atSamsung, said that due to thegrowing cross-over betweenpersonal and business devices, “tobe successful with consumers, weneed to get the basics for theenterprise right.” Based on currentimplementation, “it has been quitechallenging for corporate decisionmakers to embrace Android.”

NEWS IN BRIEF... r

Investment groupacquires AIRCOMNetwork planning andoptimisation servicesprovider AIRCOM has beenacquired by H.I.G. Europe,the European arm of globalprivate equity investmentfirm H.I.G. Capital. AIRCOMis forecast to deliver morethan £90m in revenues in its current financial year to 2 June.

Conferencing formobiles The next generation ofconferencing solutions formobile phones and tabletsfrom Movius Interactiveprovides network operatorswith advanced and user-friendly video and audiooptions to suit businesscustomers with equipmentranging from the latest4G/LTE-ready devices tostandard handsets. Thesolution is browser-based,does not require any client tobe installed on the device andhas a charging-enabled featureto address the needs ofprepaid users.

Low cost, lowpower GSMViaSat and RascomStar-QAFhave launched a portable,GSM cellular system,powered by solar panels andincluding integrated satellitebackhaul, which can quicklyextend an operator’sinfrastructure or create a newgreenfield network. Using adistributed softwarearchitecture, the low-bandwidth, low-power remoteinfrastructure equips mobileoperators to deliver profitableand sustainable voice,messaging and data servicesto low ARPU communities.

LTE eNodeB demoInterphase, MindspeedTechnologies, ContinuousComputing and Ixia aredemonstrating a live LTEeNodeB. The Interphase LTEeNodeB module, the singlecard base station in the demosystem, employs Mindspeed’sTranscede system-on-chip(SoC) 3G/4G/LTE basebandprocessor. The LTE eNodeBmodule also includes theTrillium LTE software stackfrom Continuous Computing.The live demonstration issupported by Ixia’s Catapultuser equipment (UE)emulation that generates themultiplay traffic for thedemonstration and for labdevelopment work.

4 Monday 14th February MOBILE WORLD CONGRESS DAILY 2011 | www.mobileworldcongress.com

By Matt Ablott

Efforts to set an industrystandard for embedded SIMtechnology have moved

forward with the first results of adedicated task force due to submitits findings to ETSI, the telecomsstandards body, later this month.The GSMA-backed group includedinput from a number ofinternational operators.The project aims to develop a

worldwide standard that will allowthe remote management of SIMs,effectively removing the need for aphysical card and allowing SIMs tobe embedded into many differenttypes of devices. Moreover, thetechnology could potentiallytrigger a major shift in thetraditional operator businessmodel, as it will allow customers to

switch between different networksusing the same SIM. Devices featuring the new SIM

activation capability are expected toappear in 2012. In the case ofdevices that use traditional SIMs(such as handsets), the GSMA saidthat embedded SIMs will be initiallyused in tandem with a physical cardand would remain as a “physicalentity.” However, they will also beembedded in devices where theycannot be removed, making themsuited to machine-to-machine(M2M) services and for connectedconsumer electronic devices such ascameras and music players.

“By creating a standardisedembedded SIM, we will drive globalmomentum for new, innovative andcost-effective connected devices thatwill enhance everyday lives,” saidGSMA CTO Alex Sinclair. “This is

important because industryfragmentation can greatly hinder theadvancement of mobile technologyto the detriment of our industry andusers all over the world.”The operator-led embedded SIM

initiative is progressing amidrumours of similar developmentselsewhere in the industry.Unconfirmed reports late last yearsuggested Apple was working onnew iPhone software that wouldallow users to define their ownnetwork settings and freely switchbetween networks, effectivelyremoving the operator from thevalue chain. This news prompted afierce response from the mobileoperator community, whichreportedly threatened to suspendiPhone subsidies if Apple wentthrough with its plans, forcing theiPhone-maker to re-consider.

Embedded SIM planssubmitted to standards body

YOUR TWEETS... r

Hola Barcelona! Hola MobileWorld Congress! And Olé tothe 7 busiest days of this year@tiaheidi

My first Mobile WorldCongress and I'm in awe.We're all busy setting up.This requires a ton of juice.#mwc11@RunningDigital

easy drive from the south ofFrance to Barcelona via lacosta brava. Now bring on#MWC11 ..! @jossgillet

One iPad, one laptop, threephones, one nagra twomicrophones, assortedadaptors and chargers...knowI've forgotten something @ruskin147

Argh... The geeks must be intown! The Yoigo network isalready underperformingafter it worked so well thepast 2 days! #MWC11@arnehess

Packing for trip to Barcelona,anyone wants guys from a VCfirm focusing solely on mobileto check out their producttweet me! #MWC @Joe

Nice! I have Mobile WorldCongress TV on Channel 8 inmy hotel! #mwc11 @khlo

am convinced that while Istill don't need an iPhone, Ineed an Android phone. Goodplace to make up my mind ishere at #MWC11 @giannicatalfamo

Send your tweets to@ShowDaily or usehashtag #MWC11

Samsung updatesGalaxy S, tablet devices

Tweet@ShowDaily NEWS

j Ericsson – Cont. from P1“The networks speed will be

there, but the challenge will beurban locations where we see arequirement for heterogeneousnetworks. These will need to workin a different way from today and bedimensioned differently,” said theCEO. “We will be announcingproducts today that go towardssolving this issue.”Part of the solution involves

smaller and smarter sites that arecapable of being self-dimensioning, claims Vestberg, aswell as the need for operators todivide data services into premiumand non-premium services. “Forexample, there will be devicesthat need an SMS every quarter– and then a fire-fighter thatwill require a live video streamusing LTE. But operators shouldlook at capturing the wholespan of this market.”Perhaps aware of becoming

complacent, Vestberg told ShowDaily: “We need to re-inventourselves to support the operators inbuilding the network society – thiswill be their greatest opportunity.”

MWC11 Daily DAY1_DAY1 13/02/2011 18:07

APPS NEWSOPINION PIECE r

By Steve Costello

There can be little doubt that consumer choice in the appindustry is increasing sharply. While absolute figures are fewand far between, the number of titles available for Apple’s 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 titlesavailable for BlackBerry App World. Independent store GetJar offersmore than 75,000 products, and there is any number of operatorportals 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 thatthree of the most downloaded ‘generic’ barcode scanning apps onlyachieved a 9 percent hit-rate for accurate results. And even the bignames are not immune from problems: it was reported that Yahoo wasresponsible for a WP7 app which sent large amounts of datasurreptitiously, 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 maybe prepared to put up with some teething troubles. A blog post earlierthis month even suggested that it is “better to get error reports fromthe public if you can't test for yourself.” For the industry to continuegrowing, apps really need to become a mass-market proposition,delivering a polished user experience without the rough edges that arecurrently in evidence – without the expectation that customers will behappy 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-partyinformation via open APIs – such as is the case for the barcode scanningapps, or any number of public transport-related apps. Indeed, I was atan event late last year where a speaker criticised a third-party, LondonUnderground-related app for its inaccuracy, when this is actually afactor beyond the control of the developer. But to the user, the effect isthe 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 anyintention of malice – in an inefficient way, causing data use beyondwhat a user would reasonably expect. With operators moving awayfrom unmetered packages in favour of tariffs where prices are moreclosely aligned with use, the concept of ‘bill shock’ again rears its uglyhead – 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 breachthat is attributable to apps in the near future – and creating doubt in theminds 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 todrive success in the mass market (adoption of data plans, ease ofpurchase and installation, handset compatibility, and so-on). It isarguable that an improvement in the quality of the apps availablecould contribute to this significantly, in providing a high-quality userexperience 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 itsend-to-end control of the ecosystem. Its app approval policy does atleast ensure that products do what they are intended to, and itsintegration with iTunes provides a seamless purchase experience forusers. Perhaps it is time for others to focus more on the quality of theproducts offered than the absolute numbers, in order to deliver anapplication experience that is ready for primetime.

Getting it right:Quality, not quantity


By Vaughan O’Grady

Last year’s GSMA MobileWorld Congress saw theunveiling of Adobe

Integrated Runtime (AIR) onmobile devices and Adobe’sannouncement that a beta of itsFlash Player 10.1 app was to bemade available to content providersand mobile developers worldwide.As Anup Murarka, Adobe’s

director of product marketing,Flash Platform, notes, things havemoved quickly in the intervening12 months. With more than sixmillion downloads of Flash Player,he says, “it’s consistently been,since it was made available, one ofthe top five free downloads in theAndroid Market.”An initial forecast that roughly five

percent of smartphones sold in 2010would support Flash has proved wayout: the final figure is closer to 12 per

cent. For 2011 the projection is that36 percent of all smartphones sold— more than 130 million units —will support Flash Player software.More than 40 smartphone modelsare expected to ship with FlashPlayer in the first half of 2011 alone(and more than 50 tablet modelsover the whole year).And Flash 10.2 is being showcased

at Mobile World Congress this year.“It will be available in the desktopinitially. Then, as we release it to allof our OEMs in source code, it’ll beintegrated into their devices in thecoming weeks and months”, saysMurarka. The new release includessupport for Stage Video, whichdelivers improved videoperformance through optimisinghardware acceleration on mobiledevices, desktops and TVs and, saysAdobe, significantly reducesprocessor and memory usage. As for AIR, Murarka says:

“Developers that use AIR are nowable to deploy an application to 84million smartphones and tabletsworldwide,” adding, “we’ve seenwell over a million downloads ofthe runtime itself.”AIR apps already available

include games, enterprisecollaboration and social media apps,and, says Murarka, “We expect a lotof growth on the application sidebecause of the upcoming PlayBookand Android tablet launches”.And if you fancy browsing, not

through websites but magazines,the company is announcing that itsDigital Publishing Suite will bringwith it a Content Viewer forAndroid tablets — and with that,says Murarka, will come magazineslike WIRED and the New Yorker”and others, we hope, very quicklyto the Android platform as well.”The Congress will also coincide

with the first phase of the company’scommitment to respond to concernsabout performance and battery lifeby publishing a methodology and aset of test assets “that will allowanalysts and developers to see howwe measure our own performanceand battery tests for our runtimes”.

Adobe showcasesnew Flash release

By Steve Costello

Mobile apps attract almostas much mobile device useas messaging, and exceed

the totals for voice calls and webbrowsing, according to a January2011 survey by Zokem Research.According to the study,

commissioned by WirelessIntelligence, the research arm of theGSMA, mobile apps are responsiblefor 667 minutes of use per user eachmonth, almost as much asmessaging (671 minutes), and farmore than voice (531 minutes) andweb browsing (422 minutes). The research revealed some

interesting distinctions between appspre-installed before shipment andapps downloaded by the users. User-added apps dominated in categoriessuch as entertainment (includinggaming) and social networking. For’commodity’ functionality such asbrowsing, 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, butaccounted for 30 percent of datatraffic. Social networking represented32 percent of total traffic withmultimedia being the biggest chunkof mobile data usage at 57 percent.Almost 10 percent of all

smartphone ‘face time’ is throughthe use of social networking apps.In terms of actual usage, only twothird-party apps have greater than30 percent penetration: Facebookand YouTube. The research also noted

differences between the majorsmartphone platforms. iPhone andAndroid device owners use anaverage of 15 different apps permonth, whereas the number iseight for BlackBerry and SymbianOS. iTunes and Android Markethave a monthly reach of 95 percentof their user bases, whereas

Blackberry App World reaches 50percent of Blackberry users, andNokia Ovi store only 26 percent ofSymbian device owners.During January 2011, the average

user added 2.5 apps, and nearly halfof all users had more at the end ofthe month than in the beginning.One-in-five users had less at theend of the period, however. iPhones generated more than

200 percent more traffic per monthon average than Android devices.Wi-Fi usage was about 11 percentof total traffic to/from devices.Overall smartphone usage

dropped at weekends but generallyaveraged more than 70 minutes perday with apps capturing more facetime than any other activity atweekends.The findings showed that SMS

usage was higher in the morningsthan voice and usage of socialnetworking apps built up throughthe day and peaked at 9-10pm.

Apps use second onlyto mobile messaging

APPS NEWSAPPS NEWSIN BRIEF... r

GemaltointegratesFacebook appwith SIMsGemalto announced Facebookfor SIM, which has a Facebookapp embedded into a SIM cardto deliver compatibility with“100 percent of SIM-compliant mobile phones.”The app works via SMS,meaning no data contract isneeded. A subscription modelcomes into play after a freeintroductory trial.

Google offersMWC “heat” appGoogle and ad agency Jungvon Matt Stockholm havedeveloped a Heat MWC appfor Congress, which will showanonymous heat signatures ofother delegates on a map, inorder to identify the mostpopular events anddestinations. It also enablesdelegates to shareinformation, for examplesharing LinkedIn profiledetails. The app can bedownloaded from AndroidMarket and Apple’s App Store.


By Ian Channing

Telefonica has unveiled its newmulti-platform appsenvironment which will be

launched in seven of its territorieslater this year. Dubbed ‘Frigo’ (thecommercial name will be revealedwhen the first service goes live), thenew service will enable Telefonicacustomers to access, manage andenjoy apps on any mobile phone,tablet, netbook, mobile PC or set-top box TV. “Essentially Frigo is about

offering customers a multiplatformopportunity to use their stuffanywhere they want to,” said TanyaField, director of Telefonica’sMobile Data Group. “We have beenworking for a while on the conceptthat customers don’t have anumber of separate lives, they havea joined-up life and when theywant to use content and servicesthey want to do it in a joined-upfashion. We have created a spacefor our customers to put the stuffthey want to use whether boughtfrom us or not. It is for them tochoose the stuff that is importantto them and to be able to port it

and use it across a number ofdifferent platforms.” Frigo utilises Xiam’s

recommendations technology andColm Healy, vice president andgeneral manager of Xiam, describesthe aims of the Frigo project: “Oneof the key cornerstones of whatTelefonica is looking to do is to addpowerful usability features into theservice. One of these is looking tohelp people find content morequickly and more intuitivelythrough our recommendationstechnology. So what we are doingwithin Frigo is helping to identifywhich of the available content,offers and apps is most likely tointerest. What Telefonica is able touniquely bring to this space is theability to have an holistic view of theconsumer in a multiplatform way.Whether you are changing device ormoving to a new service fromTelefonica, that service alreadyknows what your interests are.”Frigo works across a number of

operating systems – includingAndroid, Windows Mobile, Java andSymbian – and is being launched thisyear in Argentina, Brazil, Germany,Ireland, Mexico, Spain and the UK.

In April, Telecom Italia will be thefirst operator outside of theTelefonica Group to launch theservice, giving its customers a onestop shop to discover, purchase,download, store, access and use ahuge array of applications andservices.Frigo is fully integrated with aims

of the Wholesale ApplicationsCommunity (WAC) and usesQualcomm’s Xiamrecommendation engine to enableTelefonica to provide customerswith content, services and offersuniquely tailored to their individualneeds and interests across all oftheir connected devices. Ericsson’sMobile Service Delivery Platform(MSDP) solution powers Frigo’sapplication store elements.The launch of Frigo comes only

days after the formal unveiling ofTelefonica’s BlueVia – a groupwide initiative to build an appdeveloper community usingcommon network APIs and newrevenue-sharing business models.Through BlueVia, Telefonica saysit is the first operator in the worldto share API transaction revenuewith app developers.

Telefonica launches cross-platform Frigo service

By Steve Costello

Successful mobile apps “don’tlose sight of the basics”, AlexMusil, EVP of Product

Marketing at Shazam told ShowDaily ahead of his appearance atthe App Planet Forum thismorning.“People want responsive apps

that don't crash and "just work".For example, you can tell when anapp has only been tested on Wi-Fiand not in a real-world 3Genvironment,” he notes.While the mobile app industry has

seen phenomenal growth in recentyears, there is currently something ofa shift in mindset toward how tooffer more compelling productswhich take more advantage of thecapabilities offered by smartphonesand mobile networks.Musil notes that “there are a few

things great apps do better”,ranging from the initial userexperience to integration withother apps and payment options.This should be obvious from the

outset: “They let people use theapp without having to jumpthrough registration or otherhoops; people understand theirvalue very quickly.”One feature common to the best

apps are intelligent use of pushnotifications: “Apps which addvalue beyond the moment someonethinks of tapping on the icon ... canreally drive engagement andremind people an app is on theirphone.” Another successful featureis integration with Facebook andTwitter. “Each use case is different,but there's a good chance someaspect of an app can be madesocial,” he says.Musil is adamant that apps need a

free option in order to attract usersin the first place. “People want to trybefore buying. There's far lesshesitation for someone to installand try a free app at least once.Smart apps are upfront where thatline is drawn and always providesome minimum standalone valuefor light usage without paying. Theythen leverage in-app payment to

make it as easy as possible for usersto unlock the for-pay features.”One issue that is not set to go

away is fragmentation – bothbetween different operatingsystems, and with different versionsof platforms (for example targetingsmartphone or tablet devices). “Where and to what extent to

focus will always be a big decisionpoint for developers. Variety inmobile platforms will always existgiven the volumes involved and themotivations of various players inthe mobile market,” Musil says.“Developers need to keenly

understand how the value of eachuser differs across platforms and, insome cases perhaps even devices,and invest appropriately. Thebenefits of innovation, driven by

competition between platformvendors, now outweighs the costsof fragmentation in my opinion.There are clear platforms to focuson and they will provide acompelling market for developerswith manageable fragmentation.”Positively, there are tools

available to enable developers toinnovate. “There are a ton of toolsand resources out there. Theplatform vendors are continuouslyinnovating, there are third partyvendors who plug gaps in areas likeadvertising and push platforms;plus there are open source optionsthat can save time and effort,”Musil notes.Axel Musil is speaking at the App

Planet Forum: Making Apps Smartersession this morning at 11:00.

Shazam warns appdevelopers toremember the basics

By Vaughan O’Grady

The ‘ticket machine in yourpocket’ app from Masabi wasdesigned for everyday mobile

phones – but has benefited from theboom in apps for smartphones. Thishas, as Masabi CEO Ben Whitakertells Show Daily, “woken upmanufacturers, mobile operatorsand the general public to what amobile app is.”In this case it’s a free app that

offers UK overground train times.However, if a customer wishes togo further, he or she can use it tobuy a ticket and receive a code. Thecustomer then picks up thephysical ticket at a machine in arailway station.The system launched on the Nokia

N8, in association with an alreadypopular online booking and timingbrand (www.thetrainline.com). Now,however, Whitaker says, “We’re onthe bulk of Nokias, Blackberry,Android, LG, Samsung, SonyEricsson, HTC phones and shortlyiPhone as well.”The system has already proved

extremely popular with customers.But the GSMA Mobile WorldCongress will allow Masabi to

publicise the next phase of itsservice: in partnership with AthosOrigin, one of the biggest systemsintegrators in Europe, and ChilternRailways, a regional UK trainservice, it plans an app that removesphysical tickets completely.A free iPhone application will

provide passengers with details ofthe cheapest prices and train times,and then deliver a ticket as a 2Dbarcode within the application.Once Chiltern Railways’ high-speedbar code-enabled entry system isup and running, says Whitaker, “youshow the phone to the gate. Withinabout a quarter of a second, it’sscanned, decrypted, validated [thebarcode] and opened the gate. ” TheiPhone app will launch in thespring, followed shortly by apps forBlackBerry, Android, Nokia,Samsung and Sony Ericsson.And the Chiltern deal could

provide the right track to even morefar-flung destinations for thecompany at Mobile WorldCongress – not just in rail but inother forms of transport. Whitakersays: “We’re here to findinternational partners andintegrators who can help us toexport the technology.”It’s an app that is clearly going

places – in more ways than one. “It’snot just virtual goods changinghands,” says Whitaker. “This iswhere the mobile is not the ‘babyinternet’. It’s competing with thereal world.”

Masabi’sapp is goingplaces

MWC11 Daily DAY1_DAY1 13/02/2011 16:34

MOBILE DEVICES | TELECAAndrew Till CTO and Head of Solutions DevelopmentTeleca


Buckle up forlife in themobile fast lane

The evolution of these all-purposedevices has only just begun. Mobiletechnology took a quantum leap in

2010, and the ripples will be felt in consumerand business applications for years to come.Innovations such as DLNA, dual-screentechnology and Near Field Communicationare set to radically change the way we use ourmobile devices. Mobile devices are no longer stop-gap

measures that help us stay connected whenwe’re away from our desktop computers. Theyare becoming our preferred method for accessingand controlling the information and media thatis integral to our quality of life. Research firmssuch as Frost & Sullivan and Forrester arepredicting that by 2015, more people in the USwill own smartphones than personal computers.The combination of growing consumer

preferences and major technologicaladvances will make 2011 a pivotal year formobile devices of all types and applicationdevelopment. Let’s look at some of the year’smost influential trends.

TOTAL CONTROL IN THE PALM OFYOUR HANDThe drive to develop greater compatibility andcontent fluidity between consumer electronics,handsets and personal computers is going toturn mobile devices into sophisticated commandcenters for your home entertainment setup. Thanks to the work of the Digital Living

Network Alliance (DLNA), the barrierspreventing open communication between

consumer electronics, computers and mobiledevices are eroding. By developing a set ofcompatibility standards that encourage seamlessinteractivity between these components, DLNAis setting the stage for a total convergence. Majormanufacturers such as Sony started releasingDLNA-compliant products in 2009, and therecent launch of Google TV has accelerated theadoption of these standards across the board. In a DLNA environment, every electronic

device can communicate, interact and sharemedia freely. For instance, you can transfer yourfavorite TV shows from your television to yourtablet, upload holiday photos from your camerato the TV, or download an album to your phoneand stream it through your home stereo. The implications for mobile devices are

profound, as they turn into magic wandsweaving their magic over every aspect of ourdigital lives, allowing us to effortlessly retrieve,manage and direct complex media withtouchscreen or voice-activated commands. We’ve seen a tremendous increase in the

number of companies looking for softwarethat builds on DLNA capabilities. Consumersare only just starting to develop an awarenessabout this technology, and companies aremobilizing quickly to be ready for the demand. And demand is growing rapidly: a recent

report from In-Stat predicts that shipments ofDLNA-enabled devices will surpass a billionunits by 2014.

LIFE’S TOO BIG TO FIT ON ONE SCREENAnother innovation that will change the waywe use our phones is the emerging dual-screen or multi-screen technology. Given our growing need to multitask and

access different data simultaneously, theevolution from a single-screen display toone that supports multiple visual outputswas inevitable.The “ticker screen” available in the Samsung

Continuum phone is one example of thisemerging trend. This narrow screen runsalong the bottom of the main screen and canbe controlled independently of it. The ticker

screen delivers access to a variety of news,sports, entertainment and financial feeds aswell as social networking functionality. Multi-screen functionality will enable mobile

platforms to extend to new market segments,such as automotive, enabling use cases such asmanaging a navigation system while controllingin-vehicle entertainment. For example, aconsole-mounted device with a split-screenrear display allows drivers to track their routeuninterrupted while managing a playlist orstreaming media to the rear seat entertainmentsystem. Android and MeeGo platforms withmulti-screen displays are also being built intonew vehicles to provide this functionality. Devices taken into the car such as phones

and tablets will also be able to seamlesslyintegrate into the in car infotainment systemsfurther extending the range of displaysavailable. The automotive industry is on theverge of a paradigm shift thanks to the ease inwhich software, apps and information can bedownloaded into the vehicle. The GENIVIalliance, supporting the delivery of an open andglobally consistent software platform based onLinux for use by the whole car industry, willquickly drive In-Vehicle Infotainment systemsforward at a spectacular rate.

A SINGLE TOUCH THAT DOES SO MUCHInstead of merely providing Internet accesswhen we’re away from our PCs, our phonesare now helping us connect and interact withthe world immediately surrounding us. Near Field Communications (NFC), provides

a way for devices within a few inches of oneanother to exchange data freely. The possibilitiesare exciting, and new applications are emergingregularly. For instance, the recent collaborationbetween Veriphone and PayPal is making itpossible for people to make payments by simply“bumping” their device against the vendor’s.Friends sharing a meal together can divide thebill and pay their share by touching their devicestogether, and someone buying a second-handbike on Craigslist can tap phones with the sellerand cycle home on their new purchase.

This is just a start, with NFC enabling a newrange of peer to peer data sharing applicationsfrom micro finance to sharing gaming contentto changing the way that mobile marketingworks. The benefits are both for consumers andbusinesses. Leveraging NFC technology cansignificantly reduce transaction and queuingtimes which are key for any business.New operating systems such as Android's

Gingerbread release (2.3) come equippedwith NFC capabilities that enable contactlessmoney transfer, and let users touch theirdevice to stickers and posters embedded withNFC chips in order to read information oraccess related media. NFC technology can ultimately eliminate

the need to carry a wallet. Within five years,credit cards and cash could be obsolete formany consumers.In 2011, mobile will become our primary

touchpoint in a digital world. The trend hasbeen in motion for some time, but we maylook back on 2010 as the year that crystallizedthe dominance of mobile devices in our lives.As new technologies proliferate in the worldaround us, smartphones are evolving tobecome the preferred method of interpreting,controlling and interacting with thisincreasingly digital world. Technologies such as DLNA and NFC are

incredibly powerful, yet within reach ofbusinesses of any size. Over the next fewyears, the opportunities in the mobile spaceare going to be truly limitless.

When the first cell phones hit themarket 25 years ago, no one couldhave predicted the direction mobiledevices would take. The degree towhich today’s consumers would usesmartphones, tablets and in-vehicledevices to manage their social lives,increase productivity and connect tonews and media would have beenunimaginable. And it’s about to getmuch faster.

RESEARCH FIRMS SUCHAS FROST & SULLIVANAND FORRESTER AREPREDICTING THAT BY 2015MORE PEOPLE IN THE USWILL OWN SMARTPHONESTHAN PERSONALCOMPUTERS.

MWC11 Daily DAY1_DAY1 10/02/2011 10:32

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By Justin Springham

The CFO of recently formedEverything Everywhere – thejoint venture between Orange

UK and T-Mobile UK – believes that2011 and beyond will see more andmore operators worldwide mergewith their domestic rivals. In an interview with Show Daily

ahead of his presentation atCongress on Thursday in theStrategies For Growth (M&A)session, Richard Moat attributed thisforecast to three key trends. First,increased pressure on the top linedriven by regulatory action(MTR/roaming reductions) and newcompetition will encourage sub-scale operators to consolidate in

order to compete more effectivelywith market leaders; second, theneed to invest in new spectrum/nextgeneration networks will encouragecollaboration/ consolidation in orderto share risk; and, third, increasinglevels of synergies between fixed andmobile infrastructure (eg Wi-Fioffload) will drive collaboration andconsolidation.Aside from these trends, Moat

believes the financial community isalso looking favourably on anyoperators planning to hook uptogether. “Investors and analysts arerewarding operators that arepursuing in-country consolidation,acknowledging both an improvedability to compete along with theopportunity for significant synergy

benefits,” he said. He warned thatinvestors remain “less-enthused”about operators using M&A todrive footprint expansion into newgeographies, claiming that “thetrack record of telcos in deliveringvalue-accretive overseasacquisitions is historically poor.”Officially formed in 2010,

Everything Everywhere is now thenew UK market leader in terms ofconnections and has identified a£3.5 billion “synergy target” fromthe merger. Moat says that althoughboth Orange and T-Mobile haveidentified synergies across theentire new business, “the big ticketitems are the network and IT.” Last week Everything Everywhere

announced the launch of five trial

retail stores in the UK using its ownbrand, having previously maintainedthe separate retail identities of itstwo parent companies. The sixmonth pilot will “help to shapeEverything Everywhere’s ongoingretail strategy,” according to astatement, and will also feature thelaunch of dual-branded stores in thecoming months.

Everything Everywhere: More ops will follow our lead

By Paul Rasmussen

The growing complexity ofsmartphones has promptedOrange to invest its R&D

resources into making them easierto use. The company claims thatusers want quicker and simplermethods to interact withsmartphone apps, as well asimproved visualisation of some ofthe handsets’ basic functions.In an effort to meet this user

need Orange has unveiledGestures – which enables one-touch shortcut to apps, and LiveWallpaper – which presents keyfunctions of the handset using live- or smart - wallpaper.According to Julian Hubbard,

Homescreen design manager withOrange Group, customers wereenthusiastic about smartphones butfound them too complicated. “Theywanted the UI to be simplified, butwithout any reduction infunctionality. They also didn’t wantto keep opening and closing apps orservices throughout the day.”Orange Gestures includes 27

designs which can be assigned toan action or application, such asspeed dialling or sending a text to aspecific contact. By simply strokingacross one of the Gesture symbolsthe app or service is initiatedwithout any need to scroll, search orclick through multiple menu steps.“We have received hugely positive

feedback from trials of Gestures, andit will become available in Q2 of thisyear on Orange Android devices thathave the Signature home screen,”added Hubbard.To also improve the display of

basic handset functions, the

company has announced LiveWallpaper which uses photo-realistic images to alert, forexample, the user to the state of thehandsets’ battery or that a newmessage had been received. Commenting on the planned

launch, Kevin Stagg, the productmanager for Orange’s SignatureDiscovery and Experience, said that,for the first time, Orange LiveWallpapers has taken the concept of‘live’ wallpapers one step further byintegrating the functionality of aspecific application into a dynamicwallpaper image, making themmuch smarter than standard designs.“The images are stunning with

battery life being represented by aflickering candle which melts aspower is consumed. We’ll belaunching six Live Wallpapersstarting in Q2.”

Orange adds touchto Android UI

TelstradismissesconsumerfemtocellsBy Justin Springham

Australia’s largest operatorTelstra has nixed the idea ofusing consumer femtocells

as a way of coping with any future‘capacity crunch,’ despite the fact itis having to cope with a doubling indata usage on its mobile networkevery 12 months.Speaking to Show Daily ahead of

his appearance on the ‘NetworkBreaking Point’ session tomorrowafternoon, Telstra CTO HughBradlow claims that the coverage ofits Next G network (based onHSPA+ technology) is such thatTelstra does not see the need todeploy user-installed femtocells tofill in gaps. “Furthermore ourmodelling has shown that theeconomics of capacity offloadcapability of user-installedfemtocells is questionable,”commented Bradlow. “Laptops andtablets generate by far the highestdata load per device and most ofthese devices are already offloadingonto Wi-Fi.”Bradlow does not dismiss the

role of the ‘operator-installedfemtocell’ though, adding that –along with repeater and microcellsolutions – these femtocells havepotential to provide “an economic,localised coverage capability aspart of a managed network designand rollout.”In recent years Telstra has been

something of a pioneer in thedeployment of high-speed datanetworks. In December 2008 itbecame the first operator to activateHSPA+ technology on a livenetwork and exactly a year laterfollowed that up by launching theindustry’s first Dual Channel-HSPA+ network. It is yet to finalise its deployment

plans for commercial LTEtechnology, instead focusing ontrials while spectrum issues areresolved. Indeed, Telstra is busylobbying for the auction ofspectrum in the 2.6GHz and‘digital dividend’ 700MHz bands.Bradlow is keen to stress that,while LTE technology will helpoperators manage the increasingdata traffic on mobile networks, itis not in itself a panacea. “While itincreases spectral efficiency it doesnot do so by more than a few 10’sof percentage points,” he warns.“Dealing with mobile networkcapacity and performance willrequire governments to continueto release new spectrum on anongoing basis for many years intothe future.”

ViewSonic Europe todayannounced the ViewPad 4 tabletdevice, featuring the latest versionof Google’s Android ‘Gingerbread’platform. It offers both phone andtablet functionality in a Flash 10.1enabled Android-based 4.1-inchWVGA touch capacitive device. Itruns a Qualcomm MSM 82551GHz platform. The ViewPad 4 isexpected to be available for saleafter April 2011.

By Steve Costello

Qtel is anticipating “anumber of opportunitiesfor acquisitions in the year

ahead, which we will carefullyreview and take a strategic decisionaccording to our strategicpriorities,” Nasser Marafih, GroupCEO, told Show Daily.The Qatar-based company has set

a target of becoming one of the top20 telecoms companies by 2020. It isfocused on three geographicmarkets - the Middle East andNorth Africa (MENA); Asiansubcontinent and Southeast Asia –and three business lines – consumermobile; consumer broadband andcorporate managed services.“In 2010, we focused on

investment in our existing assetportfolio, achieving growth in ourmarkets, to capture the benefits ofour enlarged group, and we arelikely to continue that approach inthe near future. However, wecontinue to review opportunities asthey present themselves and willmake investment decisions, basedon our target markets and on theperceived benefits of the newopportunities,” Marafih said.The company currently generates

more than 75 percent of its revenueoutside of Qatar, which has allowedit to continue to grow “even duringchallenging global economic timesor challenging conditions withinsome of the individual markets inwhich we operate.” He notes: “We aremore diversified than most of ourregional competitors and, consistentwith our strategy, we continue tolook for ways to minimise business

risk through diversification bothfrom existing operations and newopportunities, as appropriate.”Marafih noted that “entertainment

is still an under-explored area in theMENA and Asian markets, withsignificant potential forentertainment services in Arabic andother indigenous languages tosupport the local populations.”Mobile money services were alsoidentified as an opportunity,including “the significant potential tocreate a remittance “corridor” usingthe Qtel Group’s positioning toprovide mobile money servicesacross a wide region.”While Qtel’s strategy is to offer

HSPA in all markets where it has3G available, currently some of itsmarkets are 2G only. With regard toLTE, Marafih said that “at presentwe are conducting extensive trialsand demonstrations before we rollLTE out to the Group.”Once the trials are complete, “our

general strategy would be to deployLTE for capacity relief using ouravailable spectrum bands, in somecase we may consider leapfrogging 2Galtogether depending if the markethad 3G capabilities already or not.”While Qtel has some WiMAXactivities through its wi-tribe business,“the future of wireless broadband,whether 3G or WiMax, is evolvingtowards LTE,” Marafih concluded.

Qtel eyesacquisitions intop-20 drive


MWC11 Daily DAY1_DAY1 13/02/2011 16:34

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 majorityof this accelerated fiscal demand is simply to keep pace with the projected growth ofsubscribers and their expectation. Long before a return on any MBB investment can beconsidered, a parallel concern therefore becomes one of maintaining profitability. Thisconcern is compounded by two simple facts;• Lower ARPU represented in large part by the numbers of newly added and future newsubscribers worldwide.

• Higher bandwidth requirements to meet the predicted 500 times increase in trafficmandate expansion of bandwidth service to meet demand.

Unless addressed comprehensively from the outset, the challenges of lower profits anddebatable 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 keyrelated assets: Sites, Spectrum, Pipelines, Subscribers and Staff. Building on Huawei’sconverged network solution SingleRAN (introduced in 2009), 2011 sees the introduction ofour end-to-end Single Strategy; an optimal combination of ways to increase the Efficienciesand maximize the values of operator assets across the board.

SITES: MAKING SEVERAL MILLION SITES CLOSER, GREENER, AND BROADERAs 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 isfar higher than purchasing network equipment. Operators are therefore reluctant to constructnew sites, but they must still enhance and expand network coverage. They also want to retaintheir existing sites by simplifying deployment and maintenance to reduce disturbance caused toproperty owners. This has also posed new requirements for mobile networks.

Huawei’s 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 bedeployed 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, acquirementand operation; yearly power consumption of sites through technological improvements; andusing technology such as IP microwave backhaul to enable wireless backhaul whichsignificantly reduces construction costs.As data traffic surges, one site may face significant traffic increase. Huawei’s Single

Strategy enables the deployment of a maximum of five bands and three modes in onecabinet. This approach eliminates the need to construct new sites or to expand space, andincreased traffic can be easily managed. This is what we mean by “Broader”.

SPECTRUM: BROADBAND FREQUENCY REUSEScarcity of spectrum resources means that operators with the most spectrums willultimately 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 assetsover recent years. The conclusions are simple. If the same spectrum can be used differentlyby varied mobile technologies, or if existing spectrum can be reused, operators willcontinue to enjoy greater returns and the spectrum assets will appreciate in value.

Huawei’s Single Strategy increases the Efficiencies of spectrum assets in the following ways;• Multiple-Input Multiple-Output (MIMO) technology can be used to increase theEfficiencies of a single spectrum. For example, Huawei has achieved 8T8R in TimeDivision Duplex (TDD) and 4T4R in Frequency Division Duplex (FDD). Most of Huawei'sbase station products are optimized to support MIMO, which single module can supporttwo transceivers.

• Huawei’s SingleRAN solution also enables the deployment of GSM/UMTS, UMTS/LTE andGSM/LTE in the same band class. Huawei’s advanced multi-frequency and multi-modeSoftware Defined Radio (SDR) can be used to increase the Efficiencies of multiplespectrums. In the future, portfolios of multiple technologies and multiple bands will bemade 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 whenupgrading their network. So smooth network evolution and improved user satisfaction is ofthe most important issues that operators must address. Although data services aredeveloping rapidly, voice users also have a significant presence. Operators must not forgetthat 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 eraof rich communications with converged development of data and voice services, as well asGSM/UMTS networks, user satisfaction and user loyalty must not be overlooked. This willalso be true as we migrate to Long Term Evolution (LTE), where high-quality seamlessconnection will become a reality. Huawei’s Single Strategy takes care of subscribers, quicklyresponds to complaints, accurately locates the problems using historical records, andimproves the experience of subscribers.

PIPELINES: 3D SINGLE ALL-IP PIPEImproving internal connections among mobile network elements, All-IP pipelines (backhauland backbone) inevitably become vital assets of MBB and represent the largestinfrastructure investment. Huawei’s Single Strategy maximizes pipelines in 3 differentdimensions: Converging, Flattening and Evolving – Huawei’s 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. IPmicrowave 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 withflexible choices in pure static routing, hybrid routing and pure dynamic routing. Thisminimizes 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 servicesautomatically and efficiently. The optical layer provides endless bandwidth and transportsmass data over thousands of kilometres.

STAFF: OPTIMIZING LABOUR RESOURCES A huge workforce is important to operators, but this often means massive investment inhuman resources, which puts great pressure on operators. To maximize the value of theirworkforce, operators hope to avoid a sharp increase in workforce while enhancing networkperformance and expanding network capacity. Under Huawei’s Single Strategy, convergedmanagement is introduced for equipment and site solutions for different technologicalsystems, 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 quicklytrained to perform complex end-to-end network maintenance jobs. This way, they can moveaway from becoming equipment O&M personnel to O&M personnel who focus on userexperiences. Huawei’s Single Strategy greatly lowers the OPEX and increases CAPEXEfficiencies. With the help of convergent management and joint operation ofGSM/UMTS/LTE networks, operators can confidently overcome the MBB challenges.In conclusion, Huawei’s end-to-end Single Strategy has been designed to help operators

increase their asset Efficiencies in five aspects: site assets, spectrum assets, pipelineassets, subscriber assets, and staff assets. It is an ideal solution for effectively meeting thegrowing requirements of operators.

ADVERTORIAL


Huawei’s Single StrategyMaximizing Operator Asset Values

MWC11 Daily DAY1_DAY1 10/02/2011 10:32

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 theyare 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 achievetheir 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 evolvingmobile industry?We think the single biggest challenge facing operators over the medium termis slowing growth. New revenues are going to over-the-top suppliers insteadof operators. Further, ARPU is dropping in established markets and growthis slowing or stopping in emerging markets. Operators need to figure out howto transform themselves for this new decade of stagnating growth.

What are the key developments in BSS/OSS that are enabling them toaddress this?Transformation spans many disciplines, and I won’t just focus on OSS/BSS.However, there are new initiatives towards customer focus and agility in BSSand OSS, such as the DTAC example that I will share. These will helpoperators keep customers and therefore keep them in a position to sell newoffers in adjacent markets and maintain margins.

Are operators currently well positioned to respond to the changingenvironment, or is there some catching-up to be done?We believe that operators need to transform for growth, by looking at their operatingenvironment, outsourcing and managed services options, business restructuringand new business models. I’ll share some examples in the presentation.

Are operators viewing BSS/OSS investments as an opportunity to drivefurther service innovation?Transforming BSS/OSS is critical to increase agility, improve customer focusand reduce cost base. With these changes, service innovation can flourishsince time to market is not impaired by OSS/BSS and customer loyalty ismaintained. Further opex and some capex freed can be used for innovation.

What are the key considerations operators should make to ensure that theirsystems are future-proof? Any investment or change should be carefully thought out and consistent withbusiness and technical goals. In a high growth environment different rulescan be applied. As the high growth period for mobile comes to a close, morefocus needs to go on consistent enterprise processes, tools andorganisations. Further, operators can enhance agility for the future byoutsourcing 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 technologyissue, or a cultural/management one?Large well-established companies will by definition be slower than nimbleupstarts, yet they have huge market power. We believe that operators stillhave tremendous potential in their markets, but that they need to transformacross multiple axes to increase agility. So both of these areas need to beaddressed. In HP we talk about “technology to business” transformation, bywhich we mean moving away from a pure technology focus in transformationtowards a broad business focus.

Marc Rotthier,VP Sales WW, Communications and MediaSolutions, Enterprise Services, Hewlett Packard

Business ServicesSymposium Driving Innovation Across the Business • Time: 11.00, Room 5

By Ken Wieland

Suppliers of 800MHz LTE kitappear to be exceedingoperator expectations in

Germany. “We originally thoughtequipment wouldn’t becomeavailable until the end of 2012, butwe’re now on course forcommercial launch this summer,”says René Schuster (pictured), CEOof O2 Germany.Speaking to Show Daily on the eve

of MWC, Schuster says the strongpush on 700MHz LTE in the US hasaccelerated 800MHz development,since the two frequency bands areclosely aligned. O2 Germany, ownedby Telefónica, is trialling 800MHz LTEin two rural communities (Ebersbergand Teutschenthal) using equipmentfrom Nokia Siemens Networks(NSN) and Huawei. “We hope tomake an announcement on our800MHz supplier selection at MWC,”adds Schuster.Germany is the first country in

Europe to make ‘digital dividend’800MHz spectrum available formobile broadband. The auction,which also included spectrum inthe 1.8GHz, 2GHz and 2.6GHzfrequency bands, was completed inMay last year. The regulatorimposed a condition on the three800MHz licence winners, however.That their rollout efforts combinedmust result in broadband access to90 percent of the country’s so-called“white spots” – rural areas wherethere are currently no broadbandservices available – before they canuse their digital dividend spectrumin urban areas. The clause seems to have focused

the minds of the country’s 800MHzoperators. O2 Germany plans to rollout LTE in up to 1,500 white spots thisyear; Deutsche Telekom says it hadalready deployed 500 LTE rural basestations by the end of last year, withmore than 1,000 scheduled this year;while Vodafone Germany was the firstto launch commercial 800MHz LTEservices in December 2010.But is there a standalone ‘white

spot’ business case, or is rural800MHz rollout largely driven bymeeting the 90 percent target togain access to urban areas that arepotentially much more profitable?“There is a white spot businesscase, but it’s a race and you have tobe there first,” says Schuster. “If youarrive second, then it’s not so great.Number three and it’s a disaster.”Schuster is prioritising 800MHz

over 2.6GHz for nationwide LTE,since lower frequencies requirefewer base stations for the samecoverage area. And given that 3G inGermany only covers 70 percent ofthe population, the CEO now sees abusiness case for nationwidemobile 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, NSNand Huawei. “Our suppliers of2.6GHz equipment may notnecessarily be the same as800MHz,” adds Schuster. “Wehaven’t decided yet.”

The 800MHz LTE raceheats up in Germany

P2i is touting a new technology that aims to protect smartphone screensfrom liquid spillages. The company has launched its first Aridion processingmachine that applies an “invisible nanoscopic polymer layer to fully-assembled handsets using a special pulsed ionized gas (plasma), which iscreated at room temperature within a vacuum chamber.” The Aridion 400claims 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

The GSMA published newfigures this morninghighlighting strong growth in

HSPA-based mobile broadbandover the last 12 months. Accordingto figures from Wireless Intelligence,global HSPA connections have nowsurpassed 400 million, with around17 million new connections beingadded each month, up from 9million a year ago. While many operators wait on

new LTE spectrum to be released,the GSMA says that HSPAcontinues to be the “primary”technology for mobile broadband.It notes that there are now 2,900devices from 200 suppliers thatsupport HSPA and 341 live HSPAnetworks across 132 countriesworldwide. There are also 76 livedeployments of HSPA+, the HSPAupgrade capable of deliveringdownload 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 haveinvested more than US$72 billion inmobile broadband infrastructureand network upgrades, driving

strong momentum for HSPA andpaving the way for LTE to gain realtraction,” says Michael O’Hara, chiefmarketing officer at the GSMA. The GSMA has called for

governments to ensure thatsuitable spectrum is released in “atimely and harmonised way” inorder for LTE to replicate thesuccess of HSPA. Spectrum bestsuited for LTE includes the 2.5-2.6GHz band, which has beenidentified globally by the ITU asthe ‘3G extension band’, and theso-called ‘digital dividend’spectrum in the 700-800MHzband, freed up from the switchoverto digital television. Wireless Intelligence forecasts that

LTE connections will rise from 4.2million across 24 countries by the endof this year, to almost 300 millionconnections in 55 countries by 2015. The GSMA is using Congress this

week to showcase progress invoice-over-LTE (VoLTE) via livedemos of the technology incollaboration with US operatorVerizon, Alcatel-Lucent, Ericsson,LG and Samsung. Verizon last weekclaimed to have made the firstsuccessful VoLTE call over acommercial LTE network.

GSMA hails stronggrowth in HSPAmobile broadband

Some of the industry’s majorplayers will be showcasingembedded solutions at theEmbedded Mobile House (EMH) atCongress this week. Situated in SuiteCY21 in the Courtyard, the EMH willinclude examples of embeddedmobile technology in sectors such asautomotive, consumer electronics,healthcare and utilities. Solutionswill be on show from the GSMA,AT&T, Ericsson, IBM, KT,Qualcomm and Vodafone.


MWC11 Daily DAY1_DAY1 13/02/2011 16:35

ACCENTURE | MOBILE COMMERCEAndy Zimmerman, Director, Mobility Services, Accenture


The Brave NewWorld of MobileCommerce

In a way, the transition of payments tomobile commerce feels familiar. After all,it wasn’t that long ago that the swipe card

displaced cash and cheques as the preferredmethod of payment. However, replacing theswipe card with the mobile phone has moresignificant consequences than simplysubstituting one technology with another. Inour view, the addition of a mobile wallet tothe mobile phone will dramatically changethe way retailers promote their goods, andthe way customers buy them.Retailers have had a long history of

developing their own “currencies” in the formof money-off coupons, gift cards and loyaltyprograms. Up to now these alternativecurrencies have co-existed with traditionalcurrencies (such as dollars, Euros, and Yuan)but have stayed within their own domains.At time of checkout, the retailer’s ownsystems process alternative currencies, and afinancial processing company handles thetraditional currency transaction.Once mobile phones routinely house mobile

wallets, retailers will have a strong incentive todevelop apps that more tightly link the twocurrency domains. This is because retailers seethe mobile phone as a new medium for theircouponing and loyalty programmes and as anew way to interact with their customers.

1An Accenture study found strongconsumer support for making the mobilephone a more integral part of the retailing

experience. While less than half have of theseconsumers ever downloaded a coupon from aPC, over three-fourths say they would like todownload coupons to their smartphones.The majority also prefer the mobile phoneover live sales help when it comes to simpletasks such as checking inventory. Thinking ahead, it seems likely that the two

currency domains will start to blur. One ofthe places where this is likely to happen firstis at checkout. Instead of keeping thecoupons and loyalty points separate from themoney transactions, the two forms ofcurrency will be addressed together when theconsumer bumps his or her mobile phoneagainst the point-of-sale device. This actionwill set in motion a complex set of machine-to-machine processes that search for andredeem valid coupons and vouchers, manageloyalty points, and deduct the remainingpayment from the digital wallet. While theseprocesses may involve significant computepower across multiple networks, they willseem seamless to the consumer, and take lesseffort than the card swipe before it.The shift of payment systems to the mobile

phone is also likely to stimulate the furtherbroadening of loyalty programmes into fullblown currencies. Airline frequent-flierprogrammes have long encouragedmonetization of their points by allowingmembers to use them to purchase other goodsand services. Last year Tam, the Brazilianairline, spun off its points programme underthe name Multiplus. The company is nowexpanding its reach by supporting alternativecurrencies backed by a long list of Brazilianretailers that includes filling stations, banks,phone companies and even Walmart.Consumers are now managing thesealternative currencies through their computers.Once these apps migrate to the mobile phoneand begin to incorporate the mobile wallet, the

importance of alternative currencies will growin both scope and economic significance.Over time, it is very possible that coupons,

loyalty points and other alternative currencieswill evolve into broadly accepted mediums ofexchange. For this to happen there must beexchanges that enable consumers to tradeone form of currency for another. We arealready seeing early efforts in this direction.For example, the Multiplus programmeestablishes an exchange that allowsconsumers to convert loyalty points amongparticipating merchants at fixed exchangerates. A few third parties are now operatingexchanges where alternative currencies cambe swapped for traditional currencies. Forexample, sites such as sellmillage.com buyand sell airline miles, and sites such asplasticjungle.com make a market in gift cards. While there are many legal and contractual

issues that have to be addressed beforealternative currencies become as fungible astraditional currencies, the compute power ofthe mobile phone makes it at least technicallyfeasible to move the exchange function intothe background where the transactionsinvolve little or no human intervention. Thiswould put all currencies, whether traditionalor alternative, on an equal footing. While it is difficult to anticipate all the

twists and turns that mobile commerce willtake over the next few years, it is clear that itwill create both disruptions andopportunities. Retailers will need to rethinktheir couponing and loyalty programmes,payment systems providers will need toestablish new alliances, and advertisers willbe challenged to develop mobilecommunications programmes that influenceconsumer behavior at the point of purchase. Perhaps mobile operators have the most to

gain from mobile commerce. They arecurrently exploring NFC and Digital Wallet

opportunities through alliances such as ISISin the US, the “Six Pack” in the Netherlands,and the Nice Pilot in France. These alliancesleverage operators’ mobile networking assetsto link participating retailers, paymentprocessors and banks. Going forward, mobileoperators will have an opportunity to addadditional value through their alliances withhandset makers, authentication capabilities,and their own billing systems which arehighly robust and could even be used tospawn operators’ own alternative currencies.Suddenly, it is a new world. Mobile

operators, once far removed from the bankingand payment processing, are emerging as keyplayers in a disruptive payments industry thathas the potential to redefine the very notionof 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 NFCchips into their smartphones, retailersare planning their introduction ofnext-generation point-of-saleterminals, and banks and mobileoperators are forming alliances tosupport digital wallets.

WHILE IT IS DIFFICULT TOANTICIPATE ALL THETWISTS AND TURNS THATMOBILE COMMERCE WILLTAKE OVER THE NEXT FEWYEARS, IT IS CLEAR THATIT WILL CREATE BOTHDISRUPTIONS ANDOPPORTUNITIES

MWC11 Daily DAY1_DAY1 10/02/2011 10:32

NEWS IN BRIEF... r

Boosting networkefficiencyA mobile traffic optimisationsolution from Seven claims tocut the data consumption ofsmartphones and othermobile devices by up to 70percent. Open Channel worksby monitoring all requests fordata made by mobile appsand only connecting to thenetwork if new updates areavailable. Seven also claimsan improvement in batterylife by up to 25 percentwithout application ornetwork changes.

Funding for BubbleBubble (NI) is to receive a 35percent funding share fromInvest Northern Ireland, aspart of an overall £250,000R&D project. The fund willsupport development ofmobile versions of thecompany’s SpeechBubble andSafety Talks web-basedtraining solutions over the next18 months. These aredesigned for use with anymobile operating system. Theproject will also see thedevelopment of a ‘hollow app’that will enable SpeechBubbleto be used across a wide rangeof cross-platform/multi-OSmobile and tablet devices.

Mobile VSaaSapplicationsEyeSpyFX has been selectedby three leading securityindustry vendors to develop amulti-platform range ofmobile ‘video surveillance asa service’ (VSaaS) solutionsfor security scenarios. Thedevelopment agreements willlead to the creation of amulti-platform range ofmobile solutions for VSaaSsystems with VSaaS vendors,Axis, Secure-i and IPeye.

Making yourpresence knownShhmooze is a new location-based mobile app that allowsusers to check into abusiness event and broadcasttheir presence to otherpeople, in order to link upwith like-minded individualsquickly and easily. Using theapp enables individuals,previously unknown to eachother to quickly connect at aconference with the peoplethey need to talk to.


By Ian Channing

In response to the explosion indata usage, mobile operatorsworldwide are forecast to deploy

nearly 80,000 WCDMA basestations in 2011 at an estimated costof US$5.6 billion. But, according tocalculations from Arieso, around 10percent of that capex could bewasted due to operators deployingtheir new base stations in thewrong places.

The problem for mobileoperators is that the data theyutilise to determine base stationlocations is flawed. The networkmeasurement tools and techniquesdeployed do not provide thegranular, timely data on networkperformance they need to correctlylocate the base stations. Withoutdetailed information on congestionhotspots and coverage ‘holes’,locations for base stations areinevitably chosen that do not yield

the intended performance. Butwith precision information,operators can accurately locatebase stations to ensure that capexwill provide maximum return ontheir investment.“Every dollar counts. In an era

when average revenues aredeclining and opex is rising,operators must ensure their capex isspent as wisely as possible,” saysMichael Flanagan, CTO of Arieso.“Intuition, inaccurate information,and guesswork simply do notsuffice. Operators must adopt anew approach to network planningand optimisation that uses timely,accurate and precise data to makecritical investment decisions.”In fairness to the operators,

correctly locating base stations is atough job. The position of base stations

relative to traffic density, and also

relative to each other, is critical inorder to provide the requiredcoverage and manage interference.Unfortunately the current toolsused by operators such as highlevel OSS statistics and drivetesting are inadequate and, in somecases, may even worsen networkefficiency and the user experience.Often the traditional approach hasmeant that operators have riskedputting expensive base stations inlocations that do not deliver therequired performance. According to Arieso, what is

needed to ensure that basestations are correctly located formaximum efficiency andperformance is actual customerusage data which monitors thereal world impact of differenthandsets in precise locations anddetermines their effects onnetwork performance.

Arieso warns ofUS$500M basestation ‘wastage’

By Richard Handford

Yahoo has announcedLivestand from Yahoo, whichthe internet giant describes as

a tablet-based ‘digital newsstand’that it plans to launch commerciallyin the first half of 2011. Thecompany says the platform will beavailable as a free app in bothApple’s App Store and the AndroidMarket. Yahoo also wants to see itpre-loaded on tablets for which itwill need to strike deals with

individual vendors. It has notnamed any OEM partners. The launch will be geared towards

those markets such as the US andcertain European countries wheretablets have been most popular.Although initially targeted at tabletsas the most obvious form factor,Yahoo’s platform could turn up onmobile phones too in the future.The company aims to take the

knowledge it has gleaned about usersfrom their PC-based usage of Yahooand share it with publishers and

advertisers who then target userswith personalised content deliveredto their tablets. Yahoo is also pushingthe idea that the more information auser volunteers, the more tailored therange of publications they receive viathe company’s newsstand. Users who download the

Livestand from the Yahoo app to theirtablet will have a platform forconsuming content offered by Yahooand its content partners. Thecompany did not offer any specificnames of content partners. It will startby leveraging its own content in areassuch as sports, news and finance. In an interview with Show Daily,

Irv Henderson, VP of productmanagement for Yahoo Mobile andConnected Devices, resisted a

comparison with The Daily, the iPad-only publication developed by NewsInternational. He said Livestand fromYahoo was working on a greater scale.He also claimed its personalisationmeant it was a different concept froma content store. ”Over the last year we have been

working internally on rethinkingthe digital canvas and how contentis presented and then six monthsworking on the specific concept,”said Henderson.Yahoo’s CEO Carol Bartz, who

has talked recently of stepping upthe company’s game in mobile andreaching all manner of devices, isexpected to reveal more detailsabout Livestand during her keynoteappearance on Wednesday.

Yahoo set for launchof ‘digital newsstand’

By Paul Rasmussen

Having conducted a trial offemtocells over the past 12months, Network Norway

has decided to commercially launchthe technology next month. Thecompany says it will be the firstoperator in Scandinavia to offerfemtocells, with the initial targetbeing business users. “Our experience, from a

thorough user trial with NEC,shows that our customers highlyvalue the quality of serviceunderpinned by femtocelltechnology,” says Network NorwayCEO, Arild Hustad.The trial involved 100 self-

organising femtocells beinginstalled in a variety of businesslocations around Norway. Thecompany said that the feedbackfrom the trial was very strong, with

more than two-thirds of thoseinvolved refusing to return the NECfemtocells, and demanding anongoing commercial service.However, the company admitted

that it had experienced issues duringthe trial with smartphones notalways correctly switching betweenthe femtocells and macro networks.NEC explained this as a temporaryglitch that was fixed when thefemtocells were better optimised.While the company will be

focusing on SMEs, Hustad admittedhe was considering entering theconsumer sector. “There is growingdemand from consumers for thistype of technology.”

NetworkNorway firstwith femtos

By Paul Rasmussen

With enthusiasm buildingfor m-payments acrossEurope, Orange is

claiming to be the first to announceit will be deploying a newgeneration of SIM cards andhandsets to enable mobilecontactless services.The company says it has

extended its partnership withSamsung to deliver an NFC-enabled handset starting in thesecond quarter of this year. TheSamsung Wave 578 phone will belaunched by Orange in Spain,Poland and France, with widerEuropean deployment planned forlater this year.The company says that the

Samsung phone will be the first of aseries of NFC-enabled handsetsthat will include devices from LGand Nokia, amongst others. Orange

forecasts that by the end of 2011more than half of its newsmartphones will be enabled forcontactless services.Commenting on the move, Anne

Bouverot, Orange’s exec VP formobile services, says that thecompany is “spearheading thethird biggest revolution in themobile arena, after mobile voiceservices and the explosion inmobile data... Samsung providedus with the ‘Player One Cityzi’handset which enabled the Cityziservice in Nice to become one ofthe world’s first mass-marketcommercial contactless services. “With the availability of new

NFC-enabled devices fromSamsung, and many more from ourother handset partners to come in2011, we are moving closer to aworld in which we believe mobilecontactless services will soonbecome the norm,” she added.The Cityzi trial has been running

in the city of Nice, France, sinceMay 2010. It involves 3,000consumers and more than 1,000local businesses equipped tohandle NFC payments.

Orange claimsEuropean NFChandset first

BYD COMPANY LIMITED (2D88) HASASKED THAT WE POINT OUT THATTHEIR ADVERTISEMENT ON PAGE 58OF THE EXHIBITION CATALOGUE HASMISSING TEXT AND IS CORRECTEDON PAGE 75 OF TODAY’S EDITION OFTHE SHOW DAILY.


MWC11 Daily DAY1_DAY1 13/02/2011 16:35

ADVERTORIAL


Smart MobileBroadband Manage Your Bit Business

Unfortunately, these things are inevitable.Some European tier 1 operators have hadtheir number of MBB ARPU of contractusers dropped by 10% in just one year and achurn rate of up by 5%. Some operatorshave even experienced a churn rate of up to50%. It is clear that bandwidth investorsneed to find a balance between providingquality services and sustaining profit.There is a significant pressure to expand

due to the MBB’s growth. We see thatnetwork congestion is often limited to fiveto ten percent of cells at any given time.This means overall bandwidthmanagement solutions will fail to improvebandwidth performance because it ispossible to limit too much traffic even ifthere is still available recourse in idle cells. The truth is that operators are able to

control high traffic during peak hours by usingSMART MBB. This is because SMART MBB can be implemented in specific locations byintegrating current network usage, categories of the service and customers, and analyzing thetime factor. SMART MBB also put the policy on whole network. For example, while corenetwork limit some traffic in one congested cell, in where GSM radio capacity will be used forUMTS because more UMTS traffic happened. In one commercial case, bandwidth was reducedby 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 increased5 fold in just one year, creating a big burden for operators. According to statistics, smartonly taking up 8% of the total amount of terminals while they are contributing to 55% oftotal 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 reducemobile phone signal loading by more than 20% and extend standby time of terminals by40%. At the same time Smartphone solution will ensure voice signaling prior to datasignaling because voice still bring most revenue to operators. This allows operators toreduce investment cost and improve user experience.Video is also one of the main drivers of MBB’s 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 notthe most profitable service compared withothers. 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 canoffload video throughput directly to theinternet. It can also cache hot contents atdifferent levels within the network andimprove user experience, saving operatorsmillions in settlement fee, investment andresources.With the SMART MBB network, operators

no longer need to constantly expand theirnetwork and overcome high churn rates.This is because the SMART MBB networkoffers these two key advantages:

Maximize value per bit: Build value orientedbandwidth investment model, expandnetwork and manage bandwidth withintelligence and provide attractive packageand business models;Improve user experience and loyalty:Especially amongst VIP users with tiereduser management. Operators are able toboth meet user expectations andmaximizing bandwidth efficiency and usage;

Research in live network has also provedthat SMART network can improve networkefficiency by more than 20% at same usersatisfaction level.

End-to-end visibility is the foundation of the whole SMART network. Operators canaccurately determine actual user experiences, the usage of different kinds of services, andthe 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 entireMBB 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 thefuture; such tasks will be carried out routinely by a dynamic policy center which is the corevalue 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 toreview, analysis and network optimization. To sum it up, the SMART MBB network makes itpossible 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 userexperience; the SMART content delivery solution to improve video experience and increaserevenue; and the SMART offload solution to offload low-value throughput. These solutionswill 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 mainsource of revenue for operators.Meanwhile, someone worries thatMBB would be trapped in price war asvoice. Operators are busy on capacityexpansion rather than enhancingMBB user experience, which will causeusers to demand lower price datapackages. They switch betweenoperators which cause a rapid declinein profit of operators.

Mr.Cai Liqun, President of Core Network Product Line,Huawei

MWC11 Daily DAY1_DAY1 10/02/2011 10:33

MOBILE CONTENT | JAPAN PAVILION

Where are Japan'smobile contentproviders headed?

By Tamotsu Kamata, Content & Service Senior Manager, Japan Pavilion organized by Jetro and Mobile Content Forum Japan

Japan's domestic market is saturating, andcontent providers are looking abroad forgrowth opportunities. But this isn't the first

time they've set eyes towards the West. Wheni-mode made its way beyond the boundariesof Japan in the early 2000's, Japanese contentproviders together ventured West, bullish thatthey would succeed the same way that theydid domestically. There they met fiercecompetition with local content providers.There were cultural and language differences,device fragmentation, low end browsingexperience, SMS as the prime messagingstandard and the relationships of contentproviders with local carriers. These were allelements to which the Japanese contentproviders could not adapt and most of themdownsized or closed local operations torefocus within their own domestic turf. Butthe emergence of the App Store has onceagain regained their attention for overseasexpansion. It is inevitable for them to lookWest again as their own market is becomingincreasingly saturated and hope for growthfades away. The explosive growth ofsmartphones also enhances this trend. Eventhe incumbent carrier, which holds roughlyhalf of Japanese mobile subscribers, is nowoffering an Android device and has opened itsown dedicated app store. Until recently, it wasonly the number 3 carrier that offered asmartphone and the iPhone in its line up.With this trend now apparent, Japanese

content providers are now shifting theirdeveloper resources to smartphones. They'veturned from a "wait and see" position, to amore aggressive bullish strategy to developcontent and application for app businesses.With the experience that they've built, thedevelopment skills that they've established,and the content IP that they hold, contentproviders are now looking to change thedomestic market, and at the same time, lookagain for expansion opportunities abroad.

Taking a look at Japan's content market,mobile page views have already exceeded PCpage views. The market grew 14 per cent yearon year to 552.5 billion yen in FY2009. (*2Source: MCF). Content segments that grewover 50 per cent year on year include "themepacks (user interface skin changers)", "lifeinformation"(*3) and "Avatars"(*4).Previously popular segments such as eBooksdropped to 27 per cent growth. Social MobileGaming Services are also strengthening theirinfluence. Several services now boast morethan 20 million subscribers, and avatar anditem sales through these sites will make up a100 billion yen market for FY2010.The Japanese market has opened up its

doors due to smartphones. But will thisstimulate more non-Japanese companies toenter the domestic market? A very well-known social games publisher recentlypartnered with Japan's number 2 carrier toprovide a social app that utilizes the addressbook on the carriers mobile phones. Thereare many non-Japanese apps making theirway into Japan through the smartphone appstore. But unfortunately, the domesticmarket is still dominated by domesticcompanies. Featurephones still dominate,and the carrier-reliant ecosystem still posesas a tall barrier to companies wanting toenter the market. There are local companiesthat help foreign companies get onto thecarrier platforms, but according to KeiShimada of Infinita Inc., a Japanesecompany that provides consulting services tomobile-related companies worldwide,"there are an increasing number of foreignclients interested in learning about thedomestic social networking and gamingarena". This points to the trend thatcompanies abroad are more interested incontent and services that tie into socialnetworks, rather than stand-alone contenton the mobile phone.

One of the most heard keywords of 2010was "social", and the dramatic move to openplatforms happened. In 2011, smartphoneswill integrate more content and services andevolve as they add elements such asAugmented Reality, Life Log and connectionwith our real life.Japan's content providers have rich content

assets and understand how to deliver highquality content to demanding consumers. Theyalso utilized NFC and coupons long before theWest saw them on mobile phones. But 2010saw big changes. The app store is the new saleschannel and social networking services likeFacebook are replacing the carrier deck inbecoming the new "go to" portal. Billingsystems are becoming more versatile and open.In a fast and drastically changing environmentlike this, Japan's content providers need toprepare themselves with knowledge around

cross formats, cross channels and cross mediastrategies in order to make the right move toglobal 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 comingto Japan (at the end of the Edo period) which markedthe beginning of a open relationship between Japanand the foreign countries.*2 MCF: Mobile Content Forum, Japan. A uniquenon-profit organization of Japanese mobile contentindustry.*3 Life Information: Dictionaries, educational content,health related content, etc.*4 Digital items and characters sold through sitessuch as social networking services.

Japan is where the mobile Internet was born. As an island country of 130million people, it was indeed a unique environment for the mobile industryto 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 adramatic change that it had never experienced before, the globalization ofhandsets. The Kurobune(*1) is here at last.

CONTENT PROVIDERS SHOULD TAKE ADVANTAGE OFTHIS CHALLENGE AND USE IT TO THEIR ADVANTAGEWITHIN THE DOMESTIC MOBILE MARKET TO FURTHERSUPPORT JAPAN'S MOBILE MARKET ADJUSTMENT TOTHE GLOBAL STANDARD.


� Mobile Commerce� Mobile Content

Unit: 100Million JPY

MWC11 Daily DAY1_DAY1 10/02/2011 10:33

MWC11 Daily DAY1_DAY1 06/02/2011 22:08

Where can maturecarriers grow? In the carrier cloud

NEC has a long history of integrating computers and communications. This puts NEC,one of the world’s leading networking and IT companies, in a unique position to work withcarriers locally to quickly build and support the customized solutions that are most usefulto their own customers.

BUILDING THE CLOUDNEC partners with each carrier to build an integrated, customized cloud service. We worktogether to design the right service for each market, from the business model and serviceroadmap 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 NEC’s cloud solutions,such as Platform as a Service (PaaS), Infrastructure as a Service (IaaS) and Software as aService (SaaS), enable carriers to operate flexible, scalable and secure services. NEC offersmanaged services including IT consulting and third-party management with which carrierscan smoothly control their services and thrive within the cloud.

OPPORTUNITIES IN THE CLOUDCommercially mature carriers are far ahead of desk-bound Web 2.0 enterprises in theirability to utilize cloud computing. They already have key resources in place like networks,secure switching central offices, datacenters, and back-up centers that contribute tosuperior quality of service, end-to-end security and commercial stability. This means theycan increase revenue by offering better services at more attractive prices.

One of the advantages is the marketplace, where customers can buy service licenses, givefeedback, get expert help and move data between applications. This integrated functionalityexceeds 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 user’s context (e.g. location or preferences). This can add value byproviding convenience for customers. At the same time, integrating this data providesvaluable 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. Thesemachine-to-machine (M2M) applications represent millions of cloud devices that willneed to be connected and controlled. Home gateways and femto cells let users streammedia in their homes, access media libraries in the cloud or remotely control homeelectronics and appliances.

WINNING WITH CLOUD What is the winning formula for carrier cloud? It’s a carrier-grade cloud that delivers

services that millions can rely on, plus integrated IT and network innovation. NEC knowsthat the businesses carriers work with and the millions of customers who depend on themwould be paralyzed without access to their systems. That’s why NEC’s basic cloud proposition comes standard with many of the same

mission-critical middleware and operational management systems that fortify our mostpowerful cloud service platform, which has 99.9999% availability. NEC’s experience in integrating networking, infrastructure and support has given us an

unparalleled toolbox to build fast, strong, secure cloud environments. We use invariantanalysis to detect silent errors and virtual machine mobility to move services before failure.Redundancy ensures that there are always IT resources available to continue processingduring 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. NEC’s carrier

cloud is ready to be deployed anytime, anywhere in the world.

CASE STUDY: TELEFÓNICA FINDS VALUE IN NEC’S CARRIER CLOUDTelefónica, the world's leading integrated international telecommunications

company, needed a new business model to bring more value to its 300 millioncustomers around the world – and more revenue to its own bottom line. They chose alow-risk strategy that required little up-front investment: providing SaaS to theircustomers. For their partner, they chose NEC. They trusted that NEC’s long, provenhistory of integrating computers and communications would transition them smoothlyinto the carrier cloud. In fact, NEC was the only company able to provide both the ITand the networking their vision demanded.What’s more, NEC was able to build and grow the cloud and its services quickly.

With NEC’s aggregation skills, the applications were deployed quickly. As soon as thenetwork was up and running, NEC’s multi-tenancy SaaS platform allowed multipleend users to immediately subscribe to and use a variety of application services on thesame infrastructure. NEC set up the service infrastructure within 45 days, andTelefónica acquired over 10,000 new customers in the first year alone. This numbercontinues to grow.Now, these satisfied customers are eagerly utilizing business-improving applications

such as CRM, billing, video-conferencing and GPS applications at affordable prices.Telefónica’s ability to quickly address customer requests for new applications isenhancing Telefónica’s reputation and organic word-of-mouth publicity. Meanwhile, byusing NEC’s carrier cloud, Telefónica is preparing to roll out an increasing portfolio ofrevenue-driving services to their international territories.

For the world’s telecommunication industry to continue growing, service providersmust explore not only new areas of business but also new, innovative businessmodels. Cloud services are a promising way for carriers to meet new customerdemands while developing important new revenue sources. Especially for smalland medium sized enterprises, IT services and resources delivered from the cloudcan help customers reduce their capital investment and gain the financial benefitsof using opex-oriented models for software, systems and services.


ADVERTORIAL

1 0 09:41

MWC11 Daily DAY1_DAY1 06/02/2011 22:08

NEC took care of the clouds for Telefonica by combining telecoms and computing solutions

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 today’s market by utilizing NEC SaaS, or ‘Software as a Service’. NEC’s 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

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MWC11 Daily DAY1_DAY1 06/02/2011 22:08

MOBILE DATA | ACISION

The Mobile Data Ecosystem:Entering a brave new world

Stefano Cantarelli, CTO, Acision

In reality, it’s not the physical device thatwe hold in such high esteem but the datathat it holds and gives us access to. The

way in which a consumer chooses to interactwith data services alters depending on theindividual’s device, location and the activitythey wish to perform – or their ‘comfortzones’. For example, home-zone activitiesmay consist of downloading movie or musicfiles, online-gaming or online shopping on asmart or tablet device. Outside the comfortzone, activity may be confined to messaging,email, calls, and web browsing depending onnetwork connection, speeds andperformance. Different users will havedifferent comfort zones; a father driving mightlisten to streamed or downloaded music, makecalls or listen to text messages while hisdaughter in the back seat might be playingonline games or watching movies. It’sincredible how the humble mobile device hasgrown up to become such an integral part ofour lives. However, the smartphone tsunamiand first wave of mobile connected devicessuch as tablets, have not only contributed tothe evolutions of the mobile data ecosystem,but introduced an onslaught of newapplications and requirements on the operator. Social media applications, such as Facebook

Places and Foursquare all deliver ‘presence’based services in real-time. Presence can beintegrated into the device so that it caninteract with calls and messaging services. Inthe future, users may also adopt multipleidentities or ‘personas’, dependent on whatmode, mood or location they are in. Thesepersonas and presence will allow the device toselect who is able to communicate with themand how they access services. To maximise on

these opportunities operators must ensurethey continue to evolve with consumer trendsand deliver quality performance, differentiatethemselves and build consumer loyalty.Unique to mobile operators is the data

which logs an individual’s activity. These ‘dataassets’, if managed correctly, will enablemobile operators, brands and services toleverage customer intelligence, better servingthe needs of the consumer while sparkingnew revenue opportunities. While theincreased uptake of mobile data services hascreated new revenue streams for mobileoperators, it has also delivered increasedmobile network congestion and decliningARPU as a result of increasingly competitiveflat-fee data packages. This situation will onlyget more extreme as we move to an all-IPenvironment – as voice moves to IP with LTEand 2G migration and the latest messagingservices begin to converge with IP services.This will introduce more bandwidth availablefor services and more flexibility for a fullyintegrated services environment, but alsointroduce new services that consume morebandwidth, i.e 3D TV. Systems to control andcharge for bandwidth demands will be asimportant as being able to deliver the services.With the new spectrum auctions due to

take place this year, alongside the relentlessgrowth in mobile data usage - how will theindustry create a fully functioning mobiledata ecosystem? To balance the need for cost control and deal

with increased ARPU while ensuringconsistently high levels of service, operatorsmust look to improve connectivity,optimisation and monetisation in order tocontrol, differentiate and charge for the service.

To deliver differentiated services withoutbreaking the bank, the operator needs to beable to see and manage all aspects of thatservice. Only when network type, location,network status, device type and otherrelevant aspects of the service can becontrolled can new services be delivered tobudget and quality requirements. Serviceoptimisation allows operators to offerbandwidth-heavy data services withoutputting needless pressure on the network. Byusing the right service optimisation toolsoperators can use up to 30 per cent lesshardware per gigabyte. Once introduced,services can also be brought to their fullpotential by leveraging the data assets,harnessing subscriber behaviour insights, andallowing link-ups with relevant third partyapplications to offer the consumer a trulypersonalised service. To take advantage of these emerging

opportunities, we expect new operatormodels to unfold as operators play to theirstrengths for competitive advantage. Wecould see a Social Telco, specialising inweb/telecoms convergence and rich services;an Access Provider following the ISP modelor a Cloud Services Platform, offering serviceswithin the cloud or a multitude or mix ofother specialisms including financial servicesand applications. Undoubtedly, such advances will increase

pressure on the network and any architecturaldeficiencies could hamper service rollout andperformance. By building in architecturalflexibility operators can address issues andprovide performance support or offloadmeasures to ensure that the consumer feelsno service or quality of experienceimpairment. Managing explosive trafficvolumes associated with data services will befundamental to success. To do this welloperators will need an integrated solutionthat can deal with rising traffic volumes aswell as supporting evolving services andmedia formats, providing a cost/benefitsbalance while scaling to traffic demands withminimal operational effort.

New network technologies such asnetwork sharing, LTE, WiMAX and a moveto IP are designed to deliver significant costsavings and give mobile operators choiceand differentiation in business models,ranging from a simple broadband accessmodel to full, two-way service providermodels. This is the dawn of a new age forthe mobile industry, and while these areexciting times, the new age will alsointroduce new challenges.To remain successful, operators must revise

their role in the mobile data services deliveryecosystem. They need to ensure that allmessaging services are capable of beingdelivered across any network, including IP,and should be prepared for the increasingcapacity data traffic will require, whileassuring the quality of experience that theend users – unconcerned about theunderlying technologies or complexities –will demand. We are already seeing consumer insight

regarding Quality of Experience. Acisionand YouGov research highlighted that 84 percent of British respondents haveexperienced QoS issues in the past. Thistrend needs to be addressed before italienates the very consumers the industryneeds to continue to develop.This evolution must also ensure that the

ubiquitous access and interconnectionbetween operators, that users have becomeaccustomed to is maintained. Fundamentalto success is ensuring that users can stillinteract with their friends and colleagues ontraditional services, regardless of whetherthey are in a country or on a network thatdoes not support new technologies. Affordability of the infrastructure

underpinning this brave new mobile dataworld will be one of the most significantbarriers to success for operators everywhere.Operators will have to navigate their waythrough the potential quagmire of cost,volume and latency requirements in order todeliver, rate, charge and control the qualityservices to consumers the world over.

Mobile communication has dramatically altered since its early 1970’sinception. From a simple two-way communication device, the mobile hasgained pace with technology advances, changing consumer behaviour anddelivering an increasingly digital way of life. Using it we store personalinformation, connect to social networks, conduct business, pick up breakingnews, browse entertainment and, increasingly, pay for goods and content.Unsurprisingly, we increasingly see our mobile as an always-connected,fundamental part of our lives.


MWC11 Daily DAY1_DAY1 06/02/2011 22:08

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MWC11 Daily DAY1_DAY1 06/02/2011 22:08

ANALYSIS | LTEBy Joss Gillet, Senior Analyst, Wireless Intelligencewww.wirelessintelligence.com

Wireless Intelligence forecasts thatAsia Pacific will be the world'slargest LTE region by 2015,

contributing almost half (43 percent) of globalLTE connections by this point (see Table 1).Major LTE migration is expected in keyregional markets such as China, Japan,Indonesia and South Korea during theperiod. As a consequence, we estimate that 20percent of the Japanese mobile market willhave migrated to LTE networks within fiveyears, closely followed by South Korea on 17percent. Both markets have already migrateda significant majority of their customers (70percent and 60 percent, respectively) ontoWCDMA and HSPA networks, which willsupport a rapid migration to LTE. Elsewherein the region, Hong Kong's CSL launchedLTE at the end of last year, becoming the firstAsian 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 by2015, the sheer size of the Chinese market -the world's largest - means it will still accountfor almost half of the Asia Pacific region's LTEconnections by this point. Market-leaderChina 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 expectedto launch LTE services in 2011, while number-two China Unicom – in collaboration withminority shareholder Telefonica – is expectedto launch LTE by 2012.Despite the longer-term prospects for LTE

in Asia-Pacific, LTE network migration isbeing initially driven by operators in WesternEurope and North America, which accountfor a combined 70 percent of global LTEconnections in 2010. This is due to early LTEnetwork rollouts by operators such asTeliaSonera (Europe) and Verizon Wireless(USA). By contrast, the Americas and Africa

are expected to be the two regions slowest tomigrate to LTE, collectively accounting for just5 percent of global LTE connections by 2015.Our study is based on all known LTE

deployments scheduled to take place over thenext five years (excluding India). Live LTEnetworks already up and running includemajor commercial LTE launches from market-leading operators such as NTT Docomo(Japan) and Deutsche Telekom (Germany).The world's first commercial LTE networkswere launched just over a year ago byTeliaSonera in Sweden (Stockholm) andNorway (Oslo); TeliaSonera has since rolled-out LTE across its Nordic footprint, includingin Finland and Denmark. Wireless Intelligenceestimates that global LTE connections reached350,000 by year-end 2010.LTE migration will also be dependent on

regulators allocating suitable frequencybands. Our study highlights three mainspectrum scenarios for the deployment of LTEservices; the release of IMT extensionspectrum in the 2500-2600MHz bands, therelease of 'digital dividend' spectrum in the700-800MHz bands, and the re-farming ofexisting spectrum.

The introduction of LTE networks reflectsthe move the telecoms industry is makingtowards delivering cloud-based andconverged services, and an improved userexperience. Our latest forecasts show thatLTE is being adopted by operators across theglobe, but the pace of migration will be fasterin countries where mobile broadband is onthe political agenda and favourable regulatorydevelopments are taking place – especiallywith regards to spectrum. However, creating aprofitable ecosystem around the newnetworks will take time and it may take a fewyears for LTE services to live up to the hype.Subscriber uptake of LTE is initially beingdriven by demand for data-centric mobilebroadband services, typically accessed viaUSB dongles and embedded devices forwhich operators will charge a premium. Wepredict that the introduction of voice over LTE(VoLTE) by around 2012 will mark the'tipping point' for mass-market LTE handsetvolume shipments, which will accelerate LTEconnections growth. However, premium pricepoints and limited availability means that wewill see low LTE handset penetration in theshort term.”

LTE networks will account for 4 percent of the world's mobile connectionswithin 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 thefirst half of 2011 and will reach 300 million by 2015 as the world's mobileoperators 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 ofindustry metrics available. Relied on by a customer base of over 700 ofthe world's mobile operators, device vendors, equipment manufacturersand leading financial and consultancy firms, the data set is the mostscrutinised in the industry. With over 5 million individual data points –updated daily – the service provides coverage of the performance of all940 operators and 640 MVNOs across 2,200 networks, 55 groups and 225countries worldwide. For further information please [email protected]

LTE to account for 4% of world’s mobileconnections 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) I C W

S

M C

T C

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MWC11 Daily DAY1_DAY1 06/02/2011 22:08

NETWORK INTELLIGENCE | CISCO SYSTEMS, INC.

Network Intelligence is the Key to a SuccessfulMobile Internet Strategy

Ashraf Dahod, Senior Vice President/GM, Mobile Internet Technology Group, Cisco Systems, Inc.

The mobile network is is evolving atbreakneck speed. Consumers wantpersonalized, visual, social, multimedia

applications. Businesses want collaborativeapplications that enhance revenue streams,reduce costs and increase productivity. Theseuser demands are driving huge projectedincreases in Mobile Internet traffic—a spike of26 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 percentof this traffic will be mobile video, with its highbandwidth and quality of service demands.With these and other changes, the competitive

landscape is evolving as well, promising bothchallenges and opportunities for mobileoperators. The key to survival and growth formobile operators lies in capitalizing on theircentral position in the mobile ecosystem byproviding more intelligence and via the IPnetwork. Network intelligence is a powerfulasset that can be leveraged to create new servicesand applications, new business models,innovative partnerships, and increased revenues.

For mobile operators, success in the newmobile Internet marketplace lies in theintelligent next-generation mobile network. Thisnetwork focuses on the mobile IP core, wheremobile operators can differentiate themselvesfrom over-the-top content and service providers.The network and subscriber intelligence in thenext-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 andnetwork types

• High-quality hybrid services with third-party providers

The intelligent next-generation mobilenetwork allows mobile operators to bettermonetize their networks, creating revenue fromnew business models (such as business-to-business-to-consumer) and new serviceopportunities. This same intelligence allowsoperators to optimize their networks to moreefficiently deliver traffic while at the same timedelivering a higher quality service experience.

THE INTELLIGENT NETWORKDELIVERS MORE FOR LESSThe next-generation mobile network with theright combination of intelligence andperformance provides optimization techniques,which allow mobile operators to reduce the datatraffic moving through the RAN. Optimizingthis traffic provides a significant financial benefitby limiting the impact of key traffic on the radionetwork, lowering transmission costs and yetstill having the potential to improve the userexperience. The following are some of the keyoptimization technique delivered with the next-generation mobile network: • Traffic packet optimization• Video optimization• Network offload• Wi-Fi offload• Femto offload• Functionality integration of elementsincluding policy control

INTELLIGENCE DELIVERSDIFFERENTIATED SERVICESWith the network intelligence inherent inthe next-generation mobile network, mobile

operators can develop differentiated mobileservices by integrating subscriberinformation with network and applicationintelligence in real-time to deliverpersonalized multimedia experiences. Suchreal-time session- and subscriber-stateintelligence is driven by the intelligentcapabilities of the mobile packet core. Thisintelligence includes correlation of otherfactors 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-timeknowledge of subscriber preferencescombined with network visibility and controlto provide a breadth of superior services withpersonalized features. These advantages canbe relied on to produce service differentiation,increase subscriber loyalty, and build acompetitive advantage.

INTELLIGENCE DELIVERS EFFICIENTNETWORK MONETIZATIONAn intelligent policy infrastructure is thebaseline to monetization of the network.Intelligent features such as policy andcharging control—that assure the properallocation of network resources based onwhat the subscriber has purchased and what

the network can deliver—and the ability toquickly deploy and manage services, makemonetizing existing and enhanced serviceofferings possible.Applying policy along with network and

subscriber intelligence opens up new revenueopportunities from:• Tiered services• Roaming• Day plans and pre-pay plans• Parental controls and family quota plans• ‘Turbo’ service • Special promotions using enhancedcharging

• Partnerships with third parties

INTELLIGENCE DELIVERS NEWBUSINESS MODELSWith the intelligence and enhancedperformance provided by the next-generationmobile Internet architecture, platforms, andtechnologies, operators have the ability to bothchallenge and partner with over-the-topproviders and other service or applicationproviders. In so doing, they can increaserevenue opportunities and contain content fairuse infringement and revenue leakage. Real-time subscriber and network intelligencetogether with policy and charging control canbe the basis of enhanced services to existingcustomers, optimization of networks for lowercost per bit, new business partnerships, and thecreation of new services as the mobile Internetgrowth curve continues its acceleration. Theintelligent mobile IP network is truly thegrowth engine for profitability.

As the mobile handset has transformedfrom a communications accessory to alifestyle necessity, the mobile Internethas spawned a wide range ofadvanced, personalized applicationsfrom traditional to cloud basednetworks. As a result, the mobilenetwork has evolved, from radio- to IP-centric, from access- to capacity-challenged, and from a simpleconnection to an intelligent servicecreation vehicle. The competitivelandscape is evolving; competitor andpartner mixes, promises challenges andopportunities ahead. The key todifferentiation and growth for mobileoperators lies in capitalizing on theircentral position in the mobileecosystem. It is their relationship withcustomers and their network that willallow them to evolve mobilecommunications. Increased subscriberand network intelligence and highperformance via the IP network will bethe basis of new services andapplications, new business models,innovative partnerships, optimizedservice delivery, and an enhancedsubscriber experience.


MWC11 Daily DAY1_DAY1 06/02/2011 22:08

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MWC11 Daily DAY1_DAY1 06/02/2011 22:08

PARTNERSHIPS | ETISALAT

Partnering For aBetter Future

Mohammad Omran, Chairman, Etisalat

Under pressure to realize growth inthe face of a severe global crisis,governments have recognized the

importance of new technologies to theirsocial and economic livelihood. Thedramatic financial change in the world’seconomy is therefore imposing urgency ongovernments to deal with matters thatencourage and stimulate investment inthese technologies. It is in our shared interest that market

environments are made attractive andinvestor-friendly. This is essential to supportfurther investment in strategic infrastructureand services and establish a robust industrythat derives value for the customer, countryand operator alike. Governments and the private sector

have to deepen their partnership and bothsides have to work more closely to rolloutbroadband networks and provide accessto services. Investors look for and value a clear policy

direction and are able to provide betterservices at lower prices in an environmentwhere all government agencies and publicauthorities are working in harmony toimplement these policies. Under-developedindustry policy direction and onerousregulatory practices can present significantrisk for investors and therefore to thedeployment of telecoms networks. Authorities should now look to harmonise

and where needed, upgrade their existingregulatory frameworks and make them moresupportive in ensuring an enablingenvironment for investment and healthycompetition. Governments may also wish to be more

transparent in their policy-making andregulatory authorities stand to gain fromproviding more clarity in the development of

regulations. This will ensure a fairer result forall stakeholders and a shared vision for thetelecom industry as a whole. Greater clarityshould also enable greater fairness andaccountability by decision-makers which willresult in a higher degree of predictability andgreater investor confidence.Investors are more comfortable taking

greater commercial risks in environmentswhere the national regulatory authority isconsidered to be fair and non-discriminatory.While regulators aim to be fair and consistentin their decision-making, in practice some fallshort of that ideal. In such markets regulatorshave to fine-tune their approach in order topromote the government’s social andeconomic objectives of providing access tobroadband services. In order to be fair and transparent,

regulators will benefit from closerconsultation with the industry. Theseconsultations will contribute greatly inhelping achieve the social and economicobjectives of the government, whilst at thesame time, ensuring that the investor’scommercial objectives are met.

Telecom operators have to be adequatelycompensated in order to continue to createvalue in a sustainable manner. This isparticularly apt when we consider thesignificant investments operators are makingin mobile network rollouts, fiber opticnetworks, LTE and other broadbandtechnologies. If an operator is committed to invest in

broadband technologies, the publicauthorities should allow the operators thecommercial flexibility needed to match thegreater risks that are being assumed. Theseinvestments will enhance the nation’sinfrastructure and the competitiveness of itsindustry. Public authorities also have theobligation to provide incentives to telecomoperators to deploy their networks in ruraland underserved areas. These incentivescould take the form of preferential or lowerpricing of spectrum in these areas, simplifiedand less onerous fees for the right to access,or other fiscal and regulatory incentives. Our obligation as telecoms providers to

create value goes beyond enhancingconsumer choice and satisfaction. Operators

also create significant social value in thesocieties in which they operate. This isachieved through our commitment to theprinciples of corporate social responsibilityand by meeting the highest internationalenvironmental and health standards.We see ourselves as great enablers of better

education, healthcare and social services, andwe are best able to achieve this with thesupport of a robust government policy thatencourages the take up and use of ICT.A renewed partnership between the public

and private sector, between governments andtelecoms providers, will have a deep andlasting impact on the telecom industry andsociety as a whole. Governments, their agencies, regulators

and telecom operators must now take up thechallenge and make the necessary changes togenerate further growth in economies andenable the realization of national social andeconomic policy. Today, the opportunity and willingness is

there for all sides to work together towards afuture that is both sustainable and beneficialfor all.

A new era of opportunity andgrowth for the telecoms industry isunderway as the need forinfrastructure takes center stage innational development strategies incountries around the world. GOVERNMENTS AND THE

PRIVATE SECTOR HAVE TODEEPEN THEIRPARTNERSHIP AND BOTHSIDES HAVE TO WORKMORE CLOSELY TOROLLOUT BROADBANDNETWORKS AND PROVIDEACCESS TO SERVICES.


MWC11 Daily DAY1_DAY1 06/02/2011 22:08

MWC11 Daily DAY1_DAY1 06/02/2011 22:09

MOBILE DATA | BRIDGEWATER SYSTEMS

Recipes to SatisfyMobile Data AppetitesKey ingredients: intelligent service, policy, subscriber, and device controls

David SharpleySenior Vice PresidentBridgewater Systems

The strategic importance of intelligentcontrols, including subscriber (HSS),service (AAA), and policy controls

(PCRF), has never been more apparent toglobal operators as they implement strategiesto profit from mobile data growth. Tounderstand the range of benefits theseintelligent controls can provide, it is helpful tothink of them in terms of ‘ingredients’ that canbe combined to deliver service recipes thatsatisfy subscribers’ appetites for mobilebroadband. These controls help operators bygiving them a cookbook of recipes to increaserevenues and delight subscribers, whilecontrolling network congestion. Threepopular recipes in this cookbook are tieredservices, pre-purchase service models, andmachine-to-machine (M2M) services.

RECIPE 1: TIERED SERVICESOperators are accelerating the transition fromall-you-can-eat plans to flexible, tieredservices based on bandwidth, time orapplication tiers that let subscribers choosethe combination of usage and price that meetstheir needs. In a tiered services model, lower-cost plans with on-demand options such as abandwidth boost or applications for a day canbe used to target casual users, slowtechnology adopters, and lower-incomedemographics. Middle-of-the-road plans canbe crafted to meet the needs of the averageuser, and premium plans with higher datausage limits can be used to target tech-savvyconsumers and business users who will pay toenjoy a full range of applications and services.Intelligent policy controls that provide

bandwidth, time, or application usagemetering based on real-time subscriber anddevice data provide the tools operators needto capitalize on the tiered services

opportunity. They allow operators todynamically modify services without touchingcharging or billing systems. Subscribers canreceive proactive notifications well in advanceof exceeding their usage limits in the form of amessage or redirection to a web portal toprevent bill shock. They can be offered atemporary service upgrade, a trial period at anew service tier, or slower service to minimizeexcess charges.By combining rich subscriber data with

policy control, operators can also personalizeservice tiers. Examples include providingstreaming videos or music when thesubscriber is at home but not while roaming,delivering more bandwidth to a subscriberwho wants to engage in mobile gaming in theevening but not during the day, or offering a‘happy hour’ that allows a subset ofsubscribers to use as much data as they wantfor the hour, without the usage countingtowards their monthly limit.

RECIPE 2: PRE-PURCHASE DATASERVICESWhile pre-paid voice service models havebecome increasingly complex, with differentcharging and rating approaches based onpackages, time of day, and other parameters,charging for data services is relatively simple.Users either consume data for a specificperiod of time (e.g. 24 hours) or up to aspecific volume limit (e.g. 3GB). Foroperators this represents an opportunity tolaunch a suite of flexible, policy-enabled pre-purchase data services that combine time andvolume limits. Intelligent policy controls areused to meter usage in real time based onparameters such as location, time,application, and bandwidth usage, and trackthis usage against plan limits which are paidfor in advance by the subscriber. As a new service model, pre-purchase gives

operators a cost-effective alternative totraditional pre-paid services, which typicallyrequire costly modifications to an existingcharging system. Pre-purchase services are

easier to implement and meter in real time, canbe provisioned from an online portal, can beoffered as a service extension to existing plans,and can be used to entice new subscribers withopen devices. Also, because it applies equally topre-paid and post-paid services, the pre-purchase model can be adopted in bothemerging and developed markets.

RECIPE 3: MACHINE-TO-MACHINESERVICESM2M services are experiencing a period ofrapid growth, with an estimated 60 billionmachines serving a global audience of sixbillion people. Applications in areas such aspublic safety, smart energy grids, retail, andin-vehicle communication and securityservices represent significant new revenueopportunities for operators. M2M services also have unique challenges.

Machines and their correspondingapplications require constant connectivity buthave a wide variation in key parameters suchas machine identifiers, security andprioritization levels, data session durations,bandwidth requirements, mobility levels, andthroughput rates. Intelligent service and policy controls

combined with machine data play a central

role in addressing these challenges bymanaging how, when, and under whichcircumstances devices can access networkservices and consume network resources.Mission-critical public safety services, forexample, can benefit from priority servicecontrol that includes authentication andauthorization, as well as priority policycontrol including bandwidth priority fordevices such as highway video cameras,health data monitors, and police mobileapplications during emergency situations. Policies can also be applied to distribute

alerts to emergency workers under certainconditions, and even re-route vehicle traffic.On the other hand, telemetry or vendingmachines may require policies that includelow bandwidth requirements during the daywith a burst at an off-peak hour when data isbeing sent for inventory replenishment.

THE COOKBOOKThese are just a few popular examples fromthe cookbook of recipes available to operatorsbased on intelligent broadband controlingredients. By carefully selecting theseingredients, operators can ensure that theyare in the best position to profit from mobiledata growth.

Successful mobile operators will turnto a cookbook of services based oncarefully selected intelligentbroadband control ingredients toprofit from mobile data growth THE STRATEGIC IMPORTANCE OF INTELLIGENT

CONTROLS, INCLUDING SUBSCRIBER (HSS), SERVICE(AAA), AND POLICY CONTROLS (PCRF), HAS NEVERBEEN MORE APPARENT TO GLOBAL OPERATORS ASTHEY IMPLEMENT STRATEGIES TO PROFIT FROMMOBILE DATA GROWTH.


MWC11 Daily DAY1_DAY1 06/02/2011 22:09

Don’t let video stall your network

© 2011 BytemobileE: [email protected] W: bytemobile.com | twitter.com/bytemobile

Put Smart Capacity in the data center and the core

See what Smart Capacity can do for yournetwork in Hall 1, Booth 1F05

MWC11 Daily DAY1_DAY1 06/02/2011 22:09

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

Key device categories driving thisgrowth include computing-centricdevices like netbooks, notebooks and

laptops together with mobile handsets,personal navigation devices (PNDs), personalmedia players (PMPs), e-readers, high-enddigital cameras and smart-phones. For mobile operators, this trend brings

obvious benefits. It gives them theopportunity to tap into incremental revenuestreams and to cross-sell and build userloyalty. At the same time, it presents themwith a range of complex challenges. Thegrowth of mobile broadband and connecteddevices is driving related growth in prepaidsubscriptions – increasingly popular withusers because they help them to understandhow much they are spending andconsequently control usage costs.From the operator perspective, the

disadvantage of this surge in prepaid mobilebroadband usage is that it makes it difficultfor them to engage fully with customers whileensuring that the user experience remains assimple and straightforward as possible.

CUTTING THROUGH COMPLEXITYTypically, if they are using the traditional pre-provisioning model for SIM cards, operatorshave no effective means of marketing to theprepaid end user. As the user will never havefilled out a formal contract, so the operatorwill know nothing about them. Name, date ofbirth, home address and usage preferencesare all likely to remain a mystery. In contrast, by provisioning the SIM at the

time of first use through a new approachknown as Dynamic SIM Allocation (DSA),operators have an immediate opportunity forengagement, interaction and dialogue. Theycan gather any missing information anddeliver tailored marketing messages andpromotional incentives to the new subscribers. The proliferation of mobile broadband and

connected devices is making the market morecomplex. Using DSA enables operators toaddress this issue by becoming device aware

and by tailoring their message depending onthe device being targeted. After all, there is amajor difference between the kind ofmarketing message suitable for delivery to afeature phone connected to a GPRS networkand that appropriate for a mobile broadbandnetwork connected iPad with a large colourscreen and multi-touch capability. If the operator wants to provide the best

user experience, it needs to understand thenature of the device with which it isengaging. The emergence of sophisticatedconnected solutions offers an opportunity,through the use of tools like DSA, totransform the way that operators marketthemselves to mobile subscribers by changingthe nature of the user interface. This is key if operators want to improve the

overall customer experience. Laptop userscould be taken automatically to an intuitiveweb landing page that they can personaliseaccording to their specific requirements,allowing them to choose suitable tariffs, priceplans and data limits. This browser-basedapproach also opens up opportunities for theoperator to promote its brand moreeffectively and to deliver high-impact andhighly persuasive marketing campaigns. However, such an approach might be

entirely inappropriate for a BlackBerry user.The smaller form factor and screen renderengagement over the web inappropriate andmake the type of email message typically sentto traditional mobile phone users a bettermeans of interaction. It is all about makingthe engagement process as simple andstraightforward as possible for the end user.

TALKING ABOUT TARIFFS Another area where the dynamic growth inconnected devices brings the potential forcomplexity is in pricing. The proliferation ofdevices brings with it a proliferation ofdifferent tariffs. Individual customers mighthave to manage different tariffs for eachmobile device owned, from BlackBerry tolaptop and from iPad to iPhone. Users oftenbecome confused as a result. Lack of understanding of these schemes

can lead to instances of bill shock where usersget an unpleasant surprise when they receivepayment demands through the post. Again, operators can help here by making

the engagement process as simple aspossible. The operator needs to ensure it ispromoting the right tariff for the right deviceand provide an intuitive process, whicheffectively guides the user into making theright choice. Operators that do this canminimise the confusion users feel and thefear that they have about making the wrongchoice, helping to minimise the impact of billshock and to make the engagement processmore positive.

KEEPING IN CONTROLToday, the ability to be device aware andcustomise the way that the message ispresented to the user is increasinglyimportant to operators. Just a decade ago, thevast majority of their users would have justbeen using standard mobile handsets. Now, those same users are likely to have a

wide array of devices from dongles for theirlaptop to iPads and from satellite navigation

systems to MP3 players. As a result, manyoperators have the sense of losing controlover their customers. They no longer have aclear concept of what devices their customersare using, let alone of how best to engagewith them over those devices. That is why the ability to use a solution that

is device aware is so important in reducingcomplexity, making the engagement processas simple as possible and ultimately buildinguser loyalty. As a result, the operator has asense of restored control but the user is incontrol also. And both groups are well placedto benefit from the rapidly acceleratinggrowth of the mobile broadband andconnected device marketplace.

The mobile broadband market continues to grow dynamically. A recentreport by leading industry analyst, Analysys Mason argues that it will be oneof the primary revenue drivers for European operators in the next five years,contributing almost 10 per cent of total mobile service revenue by 2015. Theanalyst forecasts that total mobile broadband revenue in Europe willincrease from €6 billion in 2009 to €17 billion in 2015, at a compound annualgrowth rate (CAGR) of 18.7 per cent. In addition, it projects that total mobilebroadband connections will increase in number from 32 million in 2009 toalmost 120 million in 2015, at a CAGR of 24.8 per cent in 2009–2015.

THE EMERGENCE OFSOPHISTICATEDCONNECTED SOLUTIONSOFFERS ANOPPORTUNITY, THROUGHTHE USE OF TOOLS LIKEDSA, TO TRANSFORM THEWAY THAT OPERATORSMARKET THEMSELVES TOMOBILE SUBSCRIBERS BYCHANGING THE NATUREOF THE USER INTERFACE.


MWC11 Daily DAY1_DAY1 06/02/2011 22:09

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MWC11 Daily DAY1_DAY1 06/02/2011 22:09

Feel the VMware lovethis Valentine’s Day!

SHOW DAILY: What is driving transformation in the mobile industry?Steve Herrod: “Mobile networks are really transitioning from being voice networks todiverse service delivery networks. This has really been obvious to us all as consumers, butI think businesses are really recognising that the same services they have been using allalong 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 theenterprise are causing a big shift in how we access our data and apps. The other is new types ofapplications 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 toenterprise customers. I think there is a big chance for mobile operators to really help definethis 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 littleconfusing. But what customers are really looking for is a more efficient, more scalable anda 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 morebusiness and expand their services. This also offers them a chance to really get moretraction with enterprise customers, moving from just voice and some basic data services toa 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 theopportunity to transform their own operations, and become far more efficient as they lookto deliver a more diverse set of services and applications.Overall, it’s 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 theyscale to these new services.”

SHOW DAILY: How is VMware’s approach unique?Steve Herrod: “There are certainly a number of different players coming to this market fromdifferent angles, with different strengths. Our roots are as an enterprise company, and we havedefinitely made our name as a partner for our customers as they transform their own IT. Butwhat we are really excited about now is that we can help our customers as they move on thisjourney 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 thejourney – 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 we’re demonstrating our mobile virtualization platform, which

offers 2 profiles on the same device – personal and work. What is really exciting about is thissolves a real problem for enterprises requiring security for all devices on their network, yetenabling their employees the choice of whatever device they want. What this means for themobile operators is a second data plan: an individual device will now have a personal dataplan and an enterprise data plan. That’s 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 leveragingour service provider partner data centres. And that is in stark contrast to a lot of otherplayers out there.”

The communications industry is undergoing a major shift both on the wirelineas well as the mobile side. Traditionally service providers built networks in orderto offer a few select services to consumers and enterprises; voice is the classicexample here. As networks have evolved to become at first multi-service andthen truly service independent, the role of the service provider in the ecosystemis fundamentally changing. Service providers no longer need to take on theoverhead of offering services directly to the end-user but are in a perfectposition to offer a platform for third parties to develop and offer a diverseservices portfolio to the end-user. Service Providers are the new PlatformProviders of tomorrow. Virtualization and cloud computing enable serviceproviders to build platforms that are operationally efficient and yet arefundamentally service independent and as such can naturally support all thirdparty services targeted both at the consumer space and the enterprise and acrossboth their wireline and the mobile networks. Such a flexible platform enablesthe operators to capitalize on their most prized possession: the mobile edge.


FEATURE INTERVIEW

Steve Herrod, Chief TechnologyOfficer and Senior Vice-President of R&D at VMware,shares his vision for theconvergence of mobilenetworks and cloud computing,and the opportunities thiscreates for mobile operatorsand service providers.

“WE ARE OFFERING OUR PARTNERS A JOURNEY THATENDS IN THEIR DATA CENTRES, NOT OURS. AND THATIS IN STARK CONTRAST TO A LOT OF OTHER PLAYERSOUT THERE.”

Only VMware, the global leader in virtualization and cloud infrastructure,offers a unified cloud software platform to support the flexible, low-costdeployment of today’s and tomorrow’s applications. And only VMwareprovides a way for you to offer a cloud workspace where business userscan access applications and data independent of network and device.We’re 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 atVMware, notes:

Anytime there are these big disruptions, you’ll have some whoembrace it more quickly than others. And the result typically hasbeen a new set of winners, with some who were previously winners

losing out as the industry moves forward.”“

1 19/01/11 3:32 PMMWC11 Daily DAY1_DAY1 06/02/2011 22:09

MWC11 Daily DAY1_DAY1 06/02/2011 22:09

Mr. Jordi William Carnes,first deputy mayor of Barcelonaand city councillor for financeand economic promotion

WHY DO YOU WANT TO BECOME THEMOBILE WORLD CAPITAL? Because we want to position Barcelona around theworld and to establish Barcelona as an attractive placeto set up decision centers, research centers and mobiletechnology enterprises, as the space where everybodygets to know the mobile innovation state of art, as anadvanced urban laboratory where everybody can testnew technologies and applications, as the trainingcentre for global professionals in technology, and asthe city of the Mobile World Congress.

WHAT WOULD THE MOBILE WORLDCAPITAL BRING TO YOUR CITY OR REGION? The Mobile World Capital is the transformation andthe natural extension of the Mobile World Congressand gives the chance of being the world capital ofmobile telephony. This fact would allow Barcelona andCatalunya to offer quality occupations, to improve thequality of life of citizens, to boost the attraction ofenterprises and talent, to ease the enterprising activity,to develop advanced research and innovation, tosupport the tourist sector and to consolidate Barcelonaas 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 thespringboard to place the country in the advancedtechnology sector.

WHAT IS THE STRENGTH OF YOURCANDIDATURE? Barcelona is creating a sustainable growth model thatturns the Mobile World Capital into the integratingelement of the synergies of the public sector, industryand the academy around the mobile sector. The coordination of the Mobile World Capital will

rely on an entity with the purpose of promoting themobile industry based on: the city of Barcelonaworking as a giant lab to develop and operate newmobile services for the citizens, the cross-sectorsolution collection to develop mobility within privatecompanies and the Administration and thetechnological capacity centre to support thedevelopment and operation of the mobile initiatives. In addition Barcelona offers a unique

environment that brings together existing assetsalready aligned with the Mobile World Capital(technological transfer network and clusters,advanced research centers, etc.) and a leadingcross-sector business representation fullycommitted with the candidacy.

WHAT IS YOUR MESSAGE THIS WEEK TOTHE CONGRESS EXHIBITORS ANDATTENDEES? Barcelona means Mobile, Mobile World Congressmeans Barcelona and Barcelona�s full commitmentis proved by a highly singular offer for the MobileWorld Capital: Barcelona is ready for the challengeand Barcelona loves being Mobile!

WHO IS PARTICIPATING IN ANDSUPPORTING YOUR BID? The Candidate entities that form part of the bidconsortium are: Ministry of Industry, Trade andTourism, Generalitat of Catalonia, Barcelona CityCouncil, Chamber of Commerce of Barcelona,Turisme de Barcelona and Fira de Barcelona. Our candidacy, also, shows the maximum level

of commitment: all public administrations aresupporting the candidacy (Barcelona, Catalonia &Spain) and all major sectors of the SpanishEconomy, including first & second circlecompanies.Barcelona has identified local leading industry

companies and other agents of its market withglobal presence to consider joint initiatives,achieving global impact. Our proposal includes allstrategic & growth intensive industries: leadingcompanies in each sector, global reach solutionsand services and some involved companies wouldbe also participating at the Mobile World Congress. Around 50 initiatives are already committed to

join the MWC project and 20 large relevant Spanishcompanies from 15 different economic sectors havealready signed.

HOW COMPETITIVE DO YOU THINK THEPROCESS WILL BE IN THE NEXT FOURMONTHS?Over the coming months Barcelona will start a newpromotion and communication plan to support thecity's candidacy as Mobile World Capital. This planaims to raise awareness, support and sponsorshipamong residents, companies and stakeholders inorder to achieve this distinction.

Paolo Glisenti,director, corporatecommunications, Milano Fiera Congressi

WHY DO YOU WANT TO BECOME THEMOBILE WORLD CAPITAL?Recently, we commissioned an extensive opinion pollwith one-to-one interviews of almost 2,000 people inMilano and the results were really impressive: thevery large majority of our citizens – old residents andnewcomers in this truly multiethnic City – standready to contribute enthusiastically to the success ofMobile World Capital. Deep in its heart, Milanoseems to understand that the award of Mobile WorldCapital would act as a vital accelerator to ongoingdevelopments and innovations in healthcare, such astelemedicine and de-hospitalization, in welfare andsocial integration where we have advanced programsfor assisting the elderly at home and for the inclusionof the large immigrant population, in education, ininfo-mobility and in the implementation of smartgrids for energy efficiency.

WHAT WOULD THE MOBILE WORLDCAPITAL BRING TO YOUR CITY OR REGION?Milano is right at the center of an area with a populationof 650 million that goes from Central and EasternEurope to the southern shores of the MediterraneanSea to the Sub-Sahara countries. Over the years Milanhas built a strong network of business, cultural, scientificand technological relations with these many countriesand communities. We could become a strategic hub formobile developers around the World, offering apermanent laboratory for new apps and solutionswhere every idea could become a viable project and findnew markets and new consumers. Milano is already a ‘global city’, attracting more than

40 percent of foreign investments in Italy, and theLombardy Region is home to almost 30,000 high-techcompanies. Thus, Mobile World Capital 2013 - 2017 willrepresent a significant opportunity for further growthand development of our territory in mobilecommunication. I should add that Mobile World Capitalcould be a strong enabler to the 400 internationalcooperation projects already underway, or set to begin,as part of Expo 2015 which will be dedicated to show tothe world best practises in enviromental, health, agro-food and educational programs.

WHAT IS THE STRENGTH OF YOURCANDIDATURE ?The largest and most innovative Congress Center inEurope equipped with a perfect tech infrastructure,the low cost transport and accomodation guaranteedfor exhibitors and attendees, a permanent MobileCenter at the crossroad of Milano tourist and

business communities. But an added key element, inmy view, is the association of Mobile World Capitalwith the Brand Milano and its consolidated globalreputation. International statistics value the BrandMilano at more than US$80 billion. Fashion, design,music, theaters, the arts…imagine all that on a globalmobile communication platform for 5 years boostinghuge crowd-pulling events taking place in theCity…imagine the 20 million visitors expected atEXPO 2015…imagine the smart advertising, thesmart tourism, the smart multichannel publishingapps and solutions that inevitably would bedeveloped here. A great story ! The Mobile WorldCapital will be transformed from a must-attendevent into a constant flow of inspirational momentsfor mobile innovations and developments. At theend of these 5 years, Milan will give back to GSMAa much enriched Mobile World Capital brand,indeed an extremely valuable asset.

WHAT IS YOUR MESSAGE TO THECONGRESS EXHIBITORS AND ATTENDEES?Look at our candidature as a unique opportunityfor taking your technologies, your apps and yoursolutions in hundreds of countries where, viaMilano, they will be incorporated in manyinternational development projects for areas suchas banking, education, health, and enviroment. Ifawarded to Milano, Mobile World Capital will formpart of a program of global events associated withthe United Nations Millennium Campaign, alreadypartnered by Milano and the Lombardy Region, ahuge global iniziative involving more than 70countries. Mobile World Capital would associateitself with the most important social responsibilityissue of this decade and at the same time exhibitorsand 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. It’s a solidlyunited insititutional front. But most significantly, Ibelieve, full support came from of all the majortransport companies which have committed toproviding an efficient air and on-the-ground mobilitysystem for Mobile World Capital attendees. Inaddition, dozens of hotels have guaranteedthousands of rooms at controlled prices. A verysignificant official backing came from the major telcocompanies which have committed to concentrate inMilano and its surrounding territory their futureinvestments in communication infrastructures andtheir flagship mobile solutions and services.

HOW COMPETITIVE DO YOU THINK THEPROCESS WILL BE IN THE NEXT FOURMONTHS?Very competitive indeed. As it should be in theinterest of the GSMA. Fair and competitive. Isn’tmobile about fairness and competition, after all ?

FEATURE | MOBILE WORLD CAPITAL

Building the Mobile World C

Launched in November 2010 by theGSMA, the concept of the MobileWorld Capital 2013-2017 includes the

industry-leading annual Mobile WorldCongress event as well as a range ofacademic and business developmentopportunities, cultural festivals andprogrammes, and the creation of apermanent 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 opportunitiesfor the selected city and wireless operators thatunderscore its stature as the Mobile WorldCapital throughout the year,” says JohnHoffman, CEO, GSMA Ltd. “In partnershipwith the GSMA, the Mobile World Capital citywill become the 'home' of the mobile industry,synonymous with cutting-edge mobiletechnology developed by operators. Ourconcept for the Mobile World Capital is toengage the citizens in year round activities in

addition to the once a year business-to-business Mobile World Congress program. TheMobile World Capital program will do just that,returning benefits to the citizens of the selectedcandidate as well as wireless operators.”

The GSMA’s concept of the Mobile WorldCapital includes:• The Mobile World Centre, which will belocated in the heart of the city and will bethe flagship element of the Mobile WorldCapital. The Mobile World Centre willinclude technology exhibits, museumfeatures, a retail area, a mobile café, officespace and more.

• The Mobile World Festival, a range offestivities that will be targeted to the

general public and will take place separatefrom the Mobile World Congress. Dispersedaround the Mobile World Capital city, theMobile World Festival will incorporatemobile-driven festivities including concerts,music and movie festivals, applicationcompetitions and awards, and dialoguesand debates, among others.

• The Mobile World Congress, which iswidely considered the industry’s 'must-attend' event. The four-day conferenceand exhibition attracts over 50,000executives from the world’s largest andmost influential companies across themobile industry and adjacent sectors, aswell as government delegations from over100 countries.

From a standing start of over 30 cities, now only Barcelona, Milan, Munichand Paris remain in the running to become the Mobile World Capital. Aheadof a winner being announced later this year, the Show Daily exclusivelyinterviewed leading representatives from all four finalist cities as they bid tobecome home to the mobile industry.


BARCELONA IS READY FORTHE CHALLENGE ANDBARCELONA LOVES BEINGMOBILE!

BARCELONA MILAN

MWC11 Daily DAY1_DAY1 06/02/2011 22:09

MOBILE WORLD CAPITAL | FEATURE


CapitalWith over 30 cities initially evaluated last

year, six semi-finalists have now beenreduced to four. According to the GSMA’sHoffman, Barcelona, Milan, Munich and Pariseach have developed a “clear, multi-facetedvision for how they will make their city theMobile World Capital and they are all excitingand innovative.” The GSMA has developed a selection

process of the host city for the Mobile WorldCapital that is an objective process based onmany criteria and will take into considerationall aspects of what a city can offer as theMobile World Capital and host of the MobileWorld Congress. “Meeting the needs of ouroperator members and customersparticipating in the Mobile World Congress

remains our most important priority,” saysHoffman. “The city’s development strategy forthe Mobile World Capital’s four pillars – TheCentre, Festival and Legacy as well as theMobile World Congress – is critical. Of courselogistics to be able to hold the Congress is keyand our number one priority for our operatormembership and the wireless industry.”Certainly, the four cities can expect a

nervous few months as they continue theirdiscussions with the GSMA and strive tobecome the Mobile World Capital. Thewinner will be the one that proves itself trulycapable of creating a cultural and economiccentre which benefits not only the mobileindustry but, most importantly, citizens of thecity and people around the world.

Martin Zeil,Bavarian minister of economicaffairs, infrastructure, transportand technology, and deputy primeminister

WHY DO YOU WANT TO BECOME THEMOBILE WORLD CAPITAL?Politics, industry and science in the Greater MunichArea offer the GSMA an ideal home for MobileWorld Capital. We have concrete concepts abouthow we see Munich as a Mobile World Capital. Inshort: We want to and we can.

WHAT WOULD THE MOBILE WORLDCAPITAL BRING TO YOUR CITY OR REGION?The Mobile World Capital would make the MunichMetropolitan Region the hot spot for mobiletechnologies over a period of five years. Newmomentum for mobile ICT developments, cross-media applications, competition and innovativebusiness models will make Munich radiate globallyin this segment as well.We see Mobile World Capital as an international

distinction. Munich Metropolitan Region will fillthe Mobile World Capital with life, creativity andenthusiasm. In Munich, mobility is a truecommodity!

WHAT IS THE STRENGTH OF YOURCANDIDATURE?The preconditions for implementing Mobile WorldCapital in the Greater Munich Area are excellent. Bavaria and Munich are a world-class high-tech

location and the economic powerhouse at thecentre of Europe, with the ICT and mediaindustries playing a key role. This environment isrounded off by our high-tech industries, scienceand research landscape, elite universities and ourglobal market leaders. Munich is the cluster forcross-discipline technologies. The city has thehighest purchasing power and lowestunemployment in Germany. It is the safestEuropean metropolis and renowned for its greathospitality. 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.

WHAT IS YOUR MESSAGE THIS WEEK TOTHE CONGRESS EXHIBITORS ANDATTENDEES?Apps & Alps. This is Munich. And this is theunbeatable formula for the success of Mobile WorldCapital in our city. Munich offers enormousdevelopment potential and optimal startingconditions for the Mobile World Congress andMobile World Capital.

WHO IS PARTICIPATING IN ANDSUPPORTING YOUR BID?The Bavarian State Government, the State Capitalof Munich and the New Munich Trade Fair Centretogether with the ICT and user industry based here,and also research and science, are all giving theirfull backing to the bid.

HOW COMPETITIVE DO YOU THINK THEPROCESS WILL BE IN THE NEXT FOURMONTHS?We like competitions. We are very much aware ofthe strength and capabilities of our co-competitors.Nevertheless, we are still convinced that Munichoffers an ideal framework for earning the title ofMobile World Capital 2013 – 2017.

Eric Besson, French minister of industry,energy and the digital economyunder the minister of economy,finance and industry.

WHY DO YOU WANT TO BECOME THEMOBILE WORLD CAPITAL?Most people will tell you that Paris is well knownfor romance, fine gastronomy, and its amazingsights. Few, however, will mention that the Parisregion’s entire economic structure is grounded ininnovation and entrepreneurship, and currentlyprovides the ICT sector with a fertile soil for itsdevelopment. Although this great ecosystem issometimes overlooked, Paris is a vibrant digitalscene, expected to become the heart of the mobileindustry. The Mobile World Capital is about showing

people the exciting interactive uses they will haveaccess to, from their own mobile. We are witnessinga significant and tremendous change in the mobileindustry, and Paris yearns to be a leader of thisrevolution. Paris is among the top international leading

cities in high technology and will definitelyenhance and promote the interests of the mobileand ICT industries.

WHAT WOULD THE MOBILE WORLDCAPITAL BRING TO YOUR CITY OR REGION?France's interest in the GSMA’s concept isstrengthened by the fact that it is in perfectharmony with the government's economic policyand the city’s ambition to develop innovativecompanies, especially in the ICT industry. InOctober 2008, the French Government launchedthe Digital France 2012 action plan, in order tomake France a leading digital nation by 2012. Theplan is based on four key priorities: enable allcitizens to access digital networks and services,develop the production and supply of digitalcontents, increase and diversify the use of digitalservices by companies, government and citizens,and modernise the governance of the digitaleconomy.Several local initiatives have already been

launched, such as the Paris Region InnovationLaboratory, whose goal is to transform the city intoan immense testing ground where prototypes andinnovative applications can be tested in vivo and insitu, on their way to the proof of concept. Awidespread deployment of NFC mobile services isalso scheduled for this year.In short, the Mobile World Capital concept

would perfectly fit our digital economy policy andhelp Paris and its region achieve its transformation.

WHAT IS THE STRENGTH OF YOURCANDIDATURE?Paris offers a great venue at the heart of the city.Paris is also a strategic location, right at the heart ofEurope and benefits from highly developed access:more than 500 million Europeans are within a 3hour-journey time from Paris. We have the spaceand the savoir-faire to make these internationalevents worldwide successes, which can take theMobile World Congress to an unprecedented level.The GSMA can also rely on a strong dedicated

mobile community, guaranteeing a success for thefestival and the center. A home to many internationalheadquarters, Paris and its region represent thelargest R&D centre in Europe and the second city inEurope, regarding inward investments. Business andresearch opportunities in Paris are amazing.

WHAT IS YOUR MESSAGE THIS WEEK TOTHE CONGRESS EXHIBITORS ANDATTENDEES?The mobile ecosystem is experiencing a sort ofrevolution. New technologies are being developed andmore and more mobile applications are leading the wayto a new era for this industry. All the major players arehere in Barcelona, today, attending the Mobile WorldCongress. They are the key players of tomorrow’s digitaleconomy, leading us through this major transformation.A Mobile World Capital would be nothing without themany companies which are working hard everyday tomake 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 theinformation you are looking for about our Candidacy.

WHO IS PARTICIPATING IN ANDSUPPORTING YOUR BID?Right from the start, the City of Paris, the Île-de-France Region, and the French government havebeen 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 themobile technology industry.

HOW COMPETITIVE DO YOU THINK THEPROCESS WILL BE IN THE NEXT FOURMONTHS?The various candidate cities may all offer strongopportunities to the GSMA but Paris is definitelywilling to take the Congress to the next level. Peopleattending this congress every year are looking for aplace to make business, to show their latest inventions,to meet top decision makers. But they are also lookingfor an unforgettable place where they can be easilyinspired, challenged and where they bring their ideasto life. Paris will offer them all these opportunities.I hope to see you all in Paris, in 2013.

MUNICH PARIS

WE ARE CONVINCED THATMUNICH OFFERS ANIDEAL FRAMEWORK FOREARNING THE TITLE OFMOBILE WORLD CAPITAL2013 – 2017.

IN MUNICH, MOBILITY IS ATRUE COMMODITY!

Photo © Paris Convention & Visitors Bureau -Amélie Dupont

MWC11 Daily DAY1_DAY1 06/02/2011 22:09

ENTERPRISE MOBILITY | SYBASE

The Mobile MajorityCompanies 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

Work” is the right word for what thesedevices can do. Of organizationsthat allow employees to use

personal mobile devices for business, 65 percent report greater productivity, according to arecent study by IDG. Such improvements inproductivity are quickly driving down the totalcost of ownership (TCO) for mobile initiatives.As a result, mobilizing the enterprise is animperative for businesses in 2011. Regardlessof industry or size, a mobile enterprise is afertile field for business innovation,competitive growth and profitability.

DATA EFFICIENCY PAYSIf the median Fortune 1000 business increasedthe usability of its data by just 10 per cent, itcould realize a US$2.01 billion annual revenueincrease, found a 2010 study by the Universityof Texas at Austin. A pharmaceutical companywith 36,000 employees and sales ofUS$388,000 per employee could increase salesper employee by nearly US$56,000—a 14.4per cent increase.Such top-line improvements don’t come

solely from investments such as mobilizingcorporate email. Enterprises must be willing todedicate significant resources to a broadenterprise strategy that extends their data andapplications to mobile devices. The good news?Usage of company data assets can improvedramatically, as can the company’s bottom line.For mobility leaders, mobile customer

relationship management (CRM) is a no-brainer; arming a sales force with a mobileversion of its most valuable tool and providing adirect link to better customer service and higherproductivity doesn’t even warrant debate.

FOR THEM A BETTER QUESTION IS:WHAT ELSE CAN WE MOBILIZE?Forward-looking organizations are consideringmobile initiatives that leverage data assets,increase employee productivity and improvethe bottom line. Target end-users includeexecutive and middle management, fieldservice delivery and repair technicians, sales,operations, marketing and customer service.

It isn’t just a case of fascination with the latesttechnology. Powerful, game-changing businessdrivers are inspiring enterprises around theglobe to integrate mobility into their core ITsupport 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 upcomingtalent from the universities

• More reliance on mobile informationworkers and teleworkers

Companies that have already mobilizedaggressively have boosted employeecollaboration and productivity, real-timeaccess to critical business information andemployee satisfaction. They’ve also reducedcosts and the time to make decisions whileimproving customer satisfaction.

FAST ACTION, IMPROVED ROIAs task workers and information workers adoptmobile device technology in a massive wave,the ROI of mobile investments will continue toaccelerate. There are many reasons, but the keyone is higher employee productivity.Users cannot be effective in their roles if

they must wait until they’ve returned to theirdesks—or even their laptops—before theycan make a decision, provide an approval orgive managerial guidance and feedback. Inthe modern enterprise, there is zero tolerancefor unnecessary delays.The ability to respond to requests in real

time increases efficiency, improves dataaccuracy and availability, allows reps to spendmore time selling and reduces the cost ofbusiness operations. And the benefits extendto every industry and most job functions.Today, enhanced productivity fueled by

mobile applications is enjoyed by managers,sales reps, customer service agents, fieldservice technicians, retail associates,warehouse managers and many more.Revenues for mobile patient-monitoringapplications alone will reach US$1.9 billionby 2014, predicts Juniper Research.

The common thread? Immediate datainput. Fast response will result in moreservice level agreements (SLAs) met, morecustomers satisfied and more product movedwithout waste.Contributing factors to the high ROI of

enterprise mobility include:• Increased customer and business partnersatisfaction

• 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 theenterprise with similar tools to drive efficiency.

END-USER DRIVENMuch of the U.S. workforce already usespersonal 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 oran intranet for work-related information.

These uses are just the tip of the iceberg,but they illustrate how mobile computing isso vital that information workers will pursueit even in the absence of corporate support.When ungoverned, mobile users can

expose the organization to risk and threatenexisting application investments. But whengoverned appropriately, workplace use ofconsumer-oriented smartphones andtablets can help employees get more doneand heighten morale in the process.The importance of raising morale should

not be underestimated. An IDG survey foundthat 61 per cent of companies that letemployees use personal mobile devices atwork report higher employee satisfaction.Conversely, organizations that don’t permitenterprise use of personally owned devicescan alienate current and potential employees.Younger, more tech-savvy professionals—

often referred to as “Millennials”—havegrown up on mobile phones and socialmedia. Organizations that ignore their deepaffinity for mobile computing do so with risk.“You’re going to have a negative backlash

and end up becoming a company that peopledon’t want to work for,” notes Zeus Kerravala, asenior vice president and mobility expert at theYankee Group. Eventually, organizations that

can’t or won’t accommodate these users’ needswill miss out on top young talent and fall evenfurther behind more mobile-savvy competitors.The good news is, companies that want to

aggressively make use of employees’ personalmobile devices to enrich business efficiencyand profitability are very unlikely toexperience resistance among users.

UBIQUITY BREEDS OPPORTUNITYThe opportunity for employers to embracemobile technology to positively differentiatethemselves exists today, in large part, becauseof the near-ubiquitous presence of mobiledevices across their organizations already.Though unorganized, the devices are there tobe leveraged, and the device owners areeagerly onboard. All it takes is for executiveand IT leadership to define the path forwardto take advantage of the vast businesspotential that lies therein.One cost-effective way to jump on the mobile

bandwagon is to adopt a “bring your own”policy. Organizations can encourage personaldevice use in the office and perhaps offer atechnology stipend to employees to spend onlaptops, smartphones, tablets or carrier fees.This strategy allows companies to support

employee mobility without picking up theentire tab. Even letting workers expensebusiness-related voice and data fees is a start.Ultimately, employees who purchase theirown devices have higher morale and yieldsignificant savings for the company in capitalexpenditures.But you don’t have to formalize such a

policy to begin leveraging the potential ofyour smartphone installed base. The fact thatyou don’t own the devices should not preventyou from thinking of them as corporateassets. The sooner you can change yourcorporate culture to match today’s mobilezeitgeist the faster you will see the results—significant results—on the bottom line.

CHANGING WITH THE TIMESSmartphones and tablets are quicklybecoming the information worker’s mostvaluable tools. While no one is predictingthey will replace desktops and laptops,mobile devices are taking over a huge part oftheir workload. Best of all, they are availableright now, at users’ desks across the globe,waiting to be enlisted for business. Businessesthat embrace that fact will be the first to reapthe rewards that come with having a happier,more productive workforce.

After two years of hunkering down in cost-cutting mode, global IT is beingjolted awake by the golden glow from millions of mobile device screenswielded 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 informationat users’ fingertips. Not surprisingly, these users want the same convenienceand data accessibility they enjoy at home and everywhere else to work forthem in the office as well.


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MWC11 Daily DAY1_DAY1 06/02/2011 22:09

World Leader in Mobile Security

Come and visit us in Hall 4, Level 6, Hospitality Suite 01. www.adaptivemobile.com

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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

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Hall 1.0Ground FloorBar and RestaurantsCloakroomExhibitionInformation DesksToiletsLevel 1Hospitality Suites

Hall 2.0Ground FloorAccommodation Services provided byBar and Restaurants CloakroomsExhibitionInformation DesksNetworking LoungeRegistrationToiletsVAT Refund/Tax MezzanineMeeting Rooms A,B,C & DLevel 1ExhibitionMedia Centre

Hall 3.0/CourtyardATM/Cash MachineBar and RestaurantsExhibitionFirst Aid

Hall 4.0Bar and RestaurantsBusiness Centre (Level 8) provided byCloakroom (Level 0)Hospitality SuitesHourly Meeting Rooms (Level 8)Information Desk (Level 2)ToiletsVIP Networking Lounge (Level 0)

Hall 5.0Level 0Cloakroom Information DeskSpeaker 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 AdvertisingCampaign (Tuesday)- Mobile Advertising: How Effective is Multimedia Mobile Advertising? (Tuesday)- Mobile Advertising: Delivering Personalised Advertising and ProtectingPrivacy (Wednesday)- Mobile Advertising: How to Make In-App Advertising Work (Wednesday)- Network Technology Evolution (Thursday)Level 1Congress Restaurant 1Congress Restaurant 2 Information DeskLevel 2Shuttle & Venue Booking provided byRooms 1 & 2GSMA Meeting RoomsRoom 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 3Auditorium 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)

Room 5 (Conference Room)- 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)Room 6 (Conference Room)- 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 RoomRoom 32 MWL Interview Room

Hall 6.0CloakroomExhibitionHospitality Suites

Zone 4ExhibitionVIP Pick-Up & Drop-Off Point

Zone 5Exhibition

App Planet (Hall 7.0)Application Developer Conferences App LoungeBar and RestaurantsCloakroomDamm BarExhibitionFirst AidHospitality SuitesInformation Desk Prayer RoomToiletsGSMA SeminarsRich Communication Suite, MondayGSMA Spam Reporting Service, Monday and TuesdayMobile Advertising (MMM/MAM), Monday and ThursdayMobile 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 8.0Bar and RestaurantsCloakroomDamm BarExhibitionGSMA PavilionGSMA Sales OfficeHospitality SuitesInformation DeskToilets

National Palace/MNACCongress Party & Awards CelebrationLeadership SummitMobile Venture Forum

AvenueATM/Cash MachineExhibitionFast Track /AccessLost & FoundMetro Ticket MachinesPolice StationsRestaurant Booking Service provided by

Plaza EspañaAirport ShuttleMetro StationTaxi Station

Avenida Rius I Taulet (between upper and lower village)Hotel Shuttle BusesPrivate Shuttle BusesTaxi Station

Zone 3, Zone 6Exhibition

TOILETS

CLOAKROOMS

POLICE STATION

LOST & FOUND

FIRST AID CENTRE

TAXI RANK

VIP PICK UP &DROP OFF POINT

INFORMATION DESKS

METRO

FREE WIFI HOTSPOTS

CAFÉS & RESTAURANTS

METRO TICKET MACHINE

TICKET MACHINE

RESTAURANT BOOKING SERVICE

SHUTTLE BUS

EXHIBITOR SERVICE DESKSE

ATM MACHINE

Powered by Cisco

All information correct as of February 3, 2011

VILLAGE MAP


EXHIBITION OPENING TIMESHall 1.0, Hall 2 (2.0, 2.1), Hall 6.0, App Planet (Hall 7.0) andHall 8.0Monday 14 February ..................................................09:00 – 19:00Tuesday 15 February ..................................................09:00 – 19:00Wednesday 16 February ............................................09:00 – 19:00Thursday 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 – 22:00Tuesday 15 February ..................................................07:30 – 22:00Wednesday 16 February ............................................07:30 – 22:00Thursday 17 February ................................................07:30 – 16:00

REGISTRATION OPENING TIMESSaturday 12 February ................................................09:00 – 18:00Sunday 13 February ..................................................09:00 – 20:00Monday 14 February ..................................................07:00 – 20:00Tuesday 15 February ..................................................07:30 – 19:00Wednesday 16 February ............................................07:30 – 19:00Thursday 17 February ................................................07:30 – 16:00

Opening Times

VISIT US IN HALL 6

MWC11 Daily DAY1_DAY1 06/02/2011 22:10

PROGRAMME


mHealth: Can mHealth Become a ProfitableBusiness? How and When?09:00 – 10:30 • Room 6

In theory, there are several ways of making mHealth into aprofitable business. But with healthcare costs increasing all over theworld, the difficulties become clear when the pieces of this longvalue chain come together to discuss pressing issues such asreimbursement rates, data privacy, regulation, as well asdetermining who pays whom.

Mobile operators have just recently joined this puzzle but they have acritical role to play, not only as connectivity providers, but also as thereaching 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 themHealth area from the business point of view, discussing the importanceof involving the entire ecosystem in order to make this business workthroughout its complex value chain.

mWellness: Remote Monitoring &Preventative Care11:00 – 12:30 • Room 6

One of the key benefits of delivering healthcare services through mobiletelephony is the possibility of moving some minor day-to-day generalwellness activities away from doctors and into the hands of the patient.

Most illnesses need constant monitoring by specialists, either on-siteor remotely. But to an individual that only needs a low level ofmonitoring, the option of self-monitoring indicators like body fat,weight, blood pressure, cholesterol, and heart rate can be extremelyuseful and cost efficient. While privacy concerns may hinder theupload of such indications into physicians or hospitals, consumershave access to applications that allow them to store and comparetheir own data by wirelessly uploading data to their smartphones.

This session will discuss how mWellness can make a difference inpeople’s lives, whether from the use of mobile diagnosisapplications or SMS-based reminders established by hospitals topatients whose wellbeing depends on simple medication intake.

A Glimpse into the Future Business andTechnology of mHealth14:00 – 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 withits own set of rules and own ecosystem? Will the key stakeholdersfind common ground and work together in a way that is bothprofitable for the industry and beneficial for the society? Will itunveil ground breaking technological innovations that forgo theory?

This session will try to look into the future of mHealth from botheconomical and technological standpoints.

Jointly Developed with

09:00 – 15:30 • Room 5

In today’s ultra-competitive market, a new kind of service provider isemerging. ‘Transformation’ now goes a long way beyond the majornetwork investments of the past decade, encompassing everyaspect of the operator business. Innovation, partnerships, creativebusiness models and the customer experience are more than justthe latest buzzwords: they are the keys to future growth.

The Business Services Symposium will examine the changing role ofthe operator while discussing how the definition of traditional BSSand the services they support is changing, as well as the reasonswhy the operator’s 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 thebusiness

• Gearing up for high-speed time-to-market strategies• Understanding the critical role of standards in the transformedmarketplace

Making Apps Profitable09:00 – 10:30 • Auditorium 2

With most mobile apps generating thousands, rather than tens ofthousands, of dollars in revenue, writing code can feel like a hobbyrather than a career. It can be an expensive hobby - developers arefaced with the cost of porting apps across a bewildering and ever-expanding array of OS platforms and device form factors. But thereare some signs that the apps ecosystem is now becoming morecommercially astute as device manufacturers and mobile operatorsexpand the monetisation options open to developers.

This session will explore a consumer’s willingness to pay for apps, aswell as the pros and cons of the many different business models andtechnology platforms developers can pursue. It will also consider thecosts of developing apps on each of the platforms, the size of thepotential market and the scope for differentiation. Session participantswill also debate how many platforms a developer should support andwhether the arrival of HTML5-enabled web apps is a game changer.

Making Apps Smarter11:00 – 12:30 • Auditorium 2

Are apps smart enough? Most of today’s mobile apps work thesame way no matter who is using them or in what context. Theonly snippets of contextual information widely used by mobile appsright now are location and device type. However, apps could becustomised on-the-fly according to the gender, age, social networkor connection speed of the person using them.. Moreover, appscould interact more with other apps to give the user a morepersonalised and relevant experience.

This session will explore the potential benefits of using contextualinformation to customise apps in real-time, as well as potentialobstacles such as the availability of APIs and privacy concerns. Wewill also debate whether mobile operators, the major socialnetworks or other entities are best placed to act as trustedintermediaries for the kind of contextual information which wouldmake apps more relevant and attractive to advertisers.

Band App Audition - Making Music Apps Work12:30 – 13:30 • Auditorium 2

The GSMA's Band App Audition was the first of its kind, to offer aplatform for app developers to submit ideas for some of the world'sleading artists, including Muse, Faithless, and Metric. This session willreveal the best submission and explore areas of specific app innovationneeded by artists, to fully exploit the potential of monetisation ofmusic 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 tosome of the world's leading artists

Taking Apps to the Mass Market14:00 – 15:30 • Auditorium 2

Despite all the hype, most people still don’t have smartphones anddon’t use mobile apps. Although apps, mostly in the form of Java-based games, have long been available for feature phones, theyhave often been undermined by incompatibility problems and othertechnical issues. Mobile money transfers, weather forecasts andother value-added services from mobile operators and others aregaining traction in Africa and developing Asia, but they typically useSMS and USSD technologies and have limited functionality.

This session will explore whether apps developers should pursue thebillions of feature phone users worldwide or focus just on the fast-growing base of smartphone owners. After all the bad press aroundWAP and GPRS, it will also debate whether average consumer trustsmobile data services and tariff plans enough to make use of apps. Whathappens when people want to complain? Should mobile operators, withtheir extensive retail stores and call centres, take on a customer servicesrole? Moreover, in the cash-strapped developing world, apps will likelyneed flexible business models that use variable pricing to be widely-affordable and make best use of limited network capacity.

BMIC University Mobile Challenge AwardsPresentation15:30

KEYNOTE SPEAKER:

Steve Ballmer,CEO, Microsoft

16:00 – 16:45Auditorium 1

KEYNOTE SPEAKER:

Dick Costolo,CEO, Twitter

17:00 – 17:45Auditorium 1

Best Practices In Creating and Managing A Developer Program

09:00 – 18:00Location: ADC Auditorium 3Open to all Congress Attendees

Led by developerprogram.com, this one day session will address aplethora of questions and concerns that operators have before theymake their investment into a third-party developer program. Severalwho have successfully asked and answered the questions, and nowoperate programs to recruit and retain best-in-class developers,realizing a tremendous ROI, will share insight with you.

We’ll look at why MNOs should create a software developerprogram, the advantages and return-on- investment for consumersand business customers, and how to attract and retain the bestdevelopers for your business. It’ll give you with the ammunitionyou need to make the go/no go decision on your investment into aprogram for your organisation.

Nokia Developer Day


The Nokia Developer Day will allow you to see for yourself howeasy it is to develop for Nokia platforms and get your apps in thehands of millions of consumers around the world. You’ll learndirectly from Nokia’s experts and your peers in the developercommunity, explore dynamic technology platforms including Qt,and hear tips and tricks to publishing and marketing your appsthrough Nokia’s Ovi Store.

Whether you’re an entrepreneur, biz-dev professional, codingprofessional, or hard-core gamer looking to learn more, the NokiaDeveloper Day is not to be missed!

WAC, Widgets and Worldwide Distribution


Twelve months since WAC was announced in a blaze of publicity at lastyear’s MWC, they’re now ready to explain the developments they’vemade in conjunction with over 60 WAC members over the past year.

Come along and find out about the technology behind WAC, thedistribution channel for widgets and gain an insight into some ofthe application stores that will be connected to WAC from February.

Plus you’ll find out about the roadmap for WAC-enabled devicesbeing launched throughout 2011 and beyond and see for yourselfhow 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


MWC11 Daily DAY1_DAY1 06/02/2011 22:10


1J311J331J37

1H29

1G261G321G341G361G38

1H39 1H33

1G481H49

1F60

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1G59

1F44

1G45

1F38

1G39 1G19 1G15

1F24 1F20 1F14 1F06

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1J44

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1J46

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1G311G55

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1E56 1E52

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1F331F39 1F25

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INFORMATION DESK


1.1HS72

1.1HS70

1.1HS62

1.1HS57

1.1HS60

1.1HS65

1.1HS49 1.1HS43 1.1HS39 1.1HS35

1.1HS201.1HS321.1HS361.1HS52

1.1HS30 1.1HS211.1HS25

1.1HS61

1.1HS48 1.1HS40 1.1HS241.1HS28

1.1HS471.1HS51

ACCESS TO


FLOORPLANS | HALL 1

MWC11 Daily DAY1_DAY1 06/02/2011 22:10

CLOAKROOMS

FREE WIFI HOTSPOT

MEZZANINE

INFORMATION DESK

Powered by Cisco


ACCESS TO

ACCESS TO

I

MEZZANINE

FREE WIFI HOTSPOT

Powered by Cisco



HALL 2.0 & 2.1 | FLOORPLANS


Ramp

2D01

2D02 2C04 2C02 2B01

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2D06 2C05

2D082C09

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2A111 2A1102A126

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2C107 2C101

2C1022C1062C112

2C1032C1052C1142C115

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2F49 2E47

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2E33

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2E35

2F272G28

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2F412G38

2G692H712H702H69

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2J54 2H53

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2J602H59

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2H61

2G51

2G392H42

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2J49

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2J18 2H192H18

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NET

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2G50

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2G63

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2B115

2B116

2B122

Powered by Cisco

REGISTRATION

2.1D72

2.1C73 2.1C69

2.1D70 2.1D68 2.1D62 2.1D56

2.1C59 2.1C562.1C57

2.1D58

2.1B70

2.1B69

2.1B77

2.1C50

2.1B51

2.1D50

2.1C45

2.1D46

2.1A552.1A67

2.1D40

GSMA MEDIA CENTRE

2.1C38

2.1D262.1D30

2.1C26

2.1B272.1B292.1B33

2.1C28

2.1A16 2.1A12

2.1B142.1A15

2.1A562.1A722.1A74

2.1C27

2.1D28

2.1C292.1C31

2.1D32

2.1D34

2.1C33

2.1B75

2.1A102.1A58

2.1C61

2.1B25

2.1A73

2.1C32

2.1A29

2.1D48

2.1A30

2.1EZ8

2.1EZ7

2.1EZ9

2.1D60

2.1EZ5

2.1EZ1

2.1EZ2

2.1EZ3 2.1EZ17

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2.1EZ14

2.1EZ15

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2.1EZ13

2.1EZ10

2.1EZ12

2.1C30

2.1C49

2.1D52

2.1EZ6

2.1EZ4

2.1A28 2.1A272.1A65 2.1A64 2.1A63 2.1A62 2.1A61 2.1A60

2.1EZ19

Powered by Cisco

MWC11 Daily DAY1_DAY1 06/02/2011 22:10

CY08 CY06

CY20CY18

CY07

CY03CY01

CY29

CY25

CY23CY17

CY22

CY02

CY13 CY15

CY19 CY21

CY09

RESTAURANT

Powered by Cisco

COURTYARD

3.1HS129

3.1HS125

3.1HS121

3.1HS115

3.1HS112

3.1HS114

3.1HS116

3.1HS126

3.1HS138

3.1HS137

3.1HS147 3.1HS153 3.1HS155 3.1HS157 3.1HS161 3.1HS165 3.1HS171 3.1HS175

3.1HS1763.1HS1743.1HS1703.1HS1663.1HS1623.1HS156

3.1HS101

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3.1HS83 3.1HS84

3.1HS86

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3.1HS96

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3.1HS102

3.1HS70 3.1HS60 3.1HS56 3.1HS54 3.1HS52 3.1HS50 3.1HS48 3.1HS44 3.1HS40 3.1HS36 3.1HS30 3.1HS26 3.1HS24 3.1HS20 3.1HS16 3.1HS12 3.1HS10 3.1HS08 3.1HS06 3.1HS04

3.1HS033.1HS053.1HS093.1HS133.1HS173.1HS253.1HS313.1HS333.1HS353.1HS373.1HS473.1HS493.1HS533.1HS583.1HS613.1HS633.1HS71

3.1HS57

3.1HS01

3.1HS133

3.1HS34

3.1HS164

3.1HS72

3.1HS117

3.1HS65

3.1HS168

3.1HS118

3.1HS158

3.1HS130

3.1HS55

3.1HS43

3.1HS167

3.1HS42

3.1HS181

3.1HS182

3.1HS183

GALLERY

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO


FLOORPLANS | HALL 3.0 & HALL 3.1



ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

H

FREE WIFI HOTSPOT

ATM MACHINE

Powered by Cisco


MWC11 Daily DAY1_DAY1 06/02/2011 22:10

Cou

nter

Hourly Meeting Rooms

4.9MR7

4.9MR8

4.9MR3

4.9MR1

4.9MR4

Business Centre

4.9MR2

4.9MR5

4.9MR6

4.1HS43

4.1HS37

4.1HS234.1HS01

4.1HS30

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4.2HS36 4.2HS40

4.3HS01 4.3HS07 4.3HS13 4.3HS19

4.3HS124.3HS02 4.3HS10

4.3HS504.3HS40 4.3HS30

4.4HS05

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4.4HS194.4HS254.4HS31

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4.6HS17 4.6HS21 4.6HS23 4.6HS63

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HS274.6HS22

4.6HS62

4.6HS12

4.6HS08 4.6HS30

4.6HS31 4.6HS53

4.6HS494.6HS35

4.6HS37

4.6HS39

4.6HS324.6HS06

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4.6HS02 4.6HS36

4.6HS38

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4.7HS27

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4.7HS06

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4.7HS42

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4.7HS31

4.7HS334.7HS354.7HS394.7HS434.7

HS47

4.7HS57

4.7HS594.7

HS63

4.7HS6

0

4.7

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4.5HS04

4.5HS02

4.5HS014.5HS114.5HS17

4.5HS23

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4.5HS16

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4.7HS5

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4.6HS13

4.0HS02

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4.0HS19

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Hall 4.5 - 4.7

Hall 4.8

Hourly Meeting Rooms

Hall 4.2 - 4.4

Hall 4.0 - 4.1Powered by Cisco

Cloakroom

HALL 4 & HALL 6 | FLOORPLANS



CLOAKROOMS

ACCESS TO

ACCESS TO

INFORMATION POINT

ACCESS TO

FREE WIFI HOTSPOT

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6E01

6C63 6C23

6E30

ACCESS TO

TOILETS

VISIT US IN HALL 6

MWC11 Daily DAY1_DAY1 06/02/2011 22:11


FLOORPLANS | APP PLANET & HALL 8


8B197

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8B177

8B178

8A171

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8A152 8A132

8A147 8A1398A125

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Damm Bar

SalaPrincipe

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GSMAPAVILION

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(HALL 7)

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INFORMATION POINT

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7C18

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APP DEVELOPER CONFERENCE 1

GSMA INITIATIVES



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INFORMATION POINT

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www.syniverse.com

©

1 1 2:55:29 PM

MWC11 Daily DAY1_DAY1 06/02/2011 22:11

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

" ! � � � ! � � � � � � � � � ! � � � � � � � � � � � � � ! � � � ! � � � ! � � � � � � ! � � � � � � � ! � � � � � � � � � � ! � � � ! � � � � � � � � � ! � � � � ! � ! � � � ! � � � ! � � � � � � ! � � � � � ! � � ! � � � � � � � � � ! � � � � � � � ! � � ! � � � � � � � � � ! � � � � � � � � � � � � � ! � � �

MWC11 Daily DAY1_DAY1 06/02/2011 22:11

Z4.1 Z4.2

Paella Restaurant

VIP pick-upand drop-off

pointPowered by Cisco

Z3.4

Z3.16

Z5.1

Z5.1


FLOORPLANS | ZONE 3, ZONE 4 & ZONE 5


MWC11 Daily DAY1_DAY1 06/02/2011 22:11

Z6.1

Z6.6

AV44

AV01

AV02

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ACCESS TO

ACCESS TO

ACCESS TO

ACCESS TO

TOILETS


AVENUE

TOILETS

CLOAKROOMS


ZONE 6 & AVENUE | FLOORPLANS


MWC11 Daily DAY1_DAY1 06/02/2011 22:11

HALL 1.0

@-yet GmbH 1B134M Wireless 1F58Accanto Systems 1J37ADECEF 1F56Advanced Innovations Inc 1F17Agilent Technologies 1A46AIRCOM International 1B14Airspan Networks 1B56Airweb 1G32Aito Technologies 1F62Altobridge 1F17AMPHENOL ANTENNA SOLUTIONS 1D58Anite Finland Ltd 1J45Anite Telecoms Ltd 1D64ANRITSU 1B31Arantech 1F17Argela 1C13Aricent 1F38Arieso 1D57ARM Ltd 1C01Ascom Network Testing - TEMS Products 1C09Ascot International Srl 1A19Astellia 1B08AT4 wireless 1H29Atheros Communications, Inc. 1G39Automation Engineering Inc. 1J32Avanquest Software 1B59avinotec GmbH 1B13Axesstel, Inc. 1B64Bercut Ltd. 1A51Bluegiga Technologies Inc. 1F62BND CO., LTD. IF07Booz & Company 1F51Bridgewater Systems 1F47Bubble 1E63 Business Support Solutions 1E62Bytemobile, Inc. 1F05Cambridge Broadband Networks 1G26Cambridge Consultants 1E68 CBOSS 1D06CCI - Communication Components Inc. 1F63Ceragon 1D01CEVA, Inc. 1F33City of Cologne 1B13CM 1C67C-motech IF07Colibria AS 1A23COLOGNE BONN BUSINESS 1B13COMARCH 1F20CommProve Ltd 1H39COMPRION 1G38Comptel 1C06ComputaMaps 1C17Comviva Technologies Ltd. 1E01 Contela, Inc. IF07Continuous Computing 1F01Convergys 1G67Creanord Ltd 1E19 Creativity Software 1E61 CRUCIALTEC CO.,LTD IF07CSR 1E51 CTI Group 1E62 Cubic Telecom Ltd 1F17Cypress Semiconductor Corp. 1B12Deutsche Welle 1B01DIGITAL ARIA IF07Digital Reach Group Limited 1F17DigitalGlobe, Inc. 1A50Dolby Laboratories 1C43Düsseldorf,City of 1B13E-BLINK 1F59EDCH 1E52 Enterprise Ireland 1F17Entre Marketing Ltd 1E19Equiendo Ltd 1F17eSAY Mobile 1E62 European Communications Engineering 1E19 EVISTEL 1A11EyeSpyFX 1E63 F5 Networks 1H21Femto Forum 1G19Fjord 1E19 Foxda Technology (HK) Co.Ltd 1G61F-Secure 1E19 FTS 1F67FUJITSU SEMICONDUCTOR LIMITED 1F69Funambol 1J46Future Product Design 1E69 Globitel 1A59GoS Networks 1F17HTC 1D34iBasis 1E32 IBM Corporation 1C31Ibys Technologies S.A. 1G36IKT Norge 1C44, 1E44Imagination Technologies 1D45IMImobile 1B63, 1A62Infineon Technologies AG 1B22InfoGin 1G55Intamac 1F61InterDigital 1D07International Turnkey Systems Group (ITS) 1F60Intivation 1F53Intune Networks LTD 1E63 INVIGO 1E67 ip.access 1E02 Iptune Oy 1E19 IXIA 1C62Ixonos Plc 1E19 JDSU 1A03, 1A70Jinny Software 1E38 JOT Automation Ltd. 1E19 Keima Limited 1E57 Keynote SIGOS GmbH 1F70Kineto Wireless 1A45Kochar 1J33Korea Trade-Investment Promotion Agency (KOTRA) 1F07LANCOM Systems 1B01Lavandoo Mobile Solutions GmbH 1B13LogMeIn 1G31Lotus 1B56LSTech Co., Ltd. 1D69MACH 1H49match2blue holding GmbH 1B13

Mavenir Systems Inc. 1A55mBlox 1F43MCTEL 1G13MediaTek Inc. 1C58Menix Co.,Ltd 1D67METRO GROUP Future Store Initiative 1B01MFORMATION TECHNOLOGIES INC. 1A56Microsoft 1D19Mi-Pay 1E53 Mixem Solutions Ltd. 1E19 Mobile Communication Cluster e.V. 1B13MOBILE LEADER CO., LTD IF07Mobile Technology Convergence Center IF07MobileMonday Belfast 1E63 Mobilethink 1F68MOVIRTU 1E66 Movius 1F24N.A.T. GmbH 1B13NEOMTEL CO., LTD IF07net mobile AG 1B13NetScout Systems, Inc. 1G05NewBay 1F17NewNet Communication Technologies, LLC. 1G03Nexus Telecom AG 1J36Nokia, Qt Development Frameworks 1E44 Northern Ireland Mobile Excellence c/o Invest Northern Ireland 1E63 NRW.INTERNATIONAL GmbH 1B01, 1B13Nujira Ltd 1E56 Nvidia Ltd 1C34NXP Semiconductors 1F14NXP Software / LifeVibes 1A15OBIGO Inc 1E04 Ocosmos Co., Ltd 1G34 OLAWORKS, INC. IF07Opera Software 1C44Opticom GmbH 1B39P3 communications GmbH 1B70Picochip 1D56Portugal Telecom Inovação, SA 1H33PowerMe Mobile 1G69Project People Ltd 1J44Protei ltd. 1B49Psiloc 1E31 PT 1G15Qualigon GmbH 1B13RAD Data Communications 1D01RADCOM 1D01Redknee Solutions Inc. 1E37Revector 1E58 Rightware 1E19 Rohde & Schwarz 1D33Rovio Mobile Ltd. 1E19 RSUPPORT 1G45Sandvine 1J42Scottish Development International 1E64 Secusmart GmbH 1B13SHELL LINE CO., LTD. IF07Shhmooze Ltd 1E63 Silent Communication 1F02SLA Mobile 1E63 Socowave Limited 1F17Sol Electronics Limited 1E55 Solaris Mobile 1F17SPB Software 1A27Spirent Communications plc 1C14Star Arcade 1E19 Star Finanz-Software Entwicklung und Vertriebs GmbH 1B01Starhome GmbH 1E32 Summitek Instruments 1D70SwissQual AG 1A07Talk Irish Ltd 1E63 Tango Telecom 1F17Tecnotree Corporation 1C50Tekelec 1F44Tektronix Communications 1D59Telenity 1B51Telnic Limited 1D68Tensilica, Inc. 1F39The Now Factory 1F17Tieto Corporation 1F25TotalMobile 1E63 TouchType 1E65 Triasx Pty Ltd. 1D70TriQuint Semiconductor 1B55tyntec Ltd. 1E60UK Hospitality Area 1E70Ulticom, Inc. 1G48University of Ulster 1E63 Visa 1B19Volubill 1B18Waspit Limited 1E71Watchdata 1C05WeDo Technologies 1J31, 1J34WITHUS CO., LTD IF07Xceed Technologies, Inc. 1A40Xilinx 1E47 XPAL Power 1G59Zapa Technology Ltd. 1F17

HALL 1.1

Agilent Technologies 1.1HS24AIRCOM International 1.1HS70ArcSoft Inc 1.1HS25ARM Ltd 1.1HS57Bridgewater Systems 1.1HS30Continuous Computing 1.1HS28Cypress Semiconductor Corp. 1.1HS21DTS 1.1HS51Future Dial, Inc. 1.1HS32Informa Telecoms & Media 1.1HS40Meucci Solutions 1.1HS47Mintigo Ltd. 1.1HS52Mobixell Networks 1.1HS65Ocosmos Co., Ltd 1.1HS49 Opera Software 1.1HS35Orga Systems GmbH 1.1HS62Picochip 1.1HS20Solaris Mobile 1.1HS60Tango Telecom 1.1HS61TATA COMMUNICATIONS 1.1HS48Tektronix Communications 1.1HS36Traffix 1.1HS01UK Hospitality Area 1.1HS43Vantrix Corporation 1.1HS39

HALL 2

2001 Technology Incorporated 2G332j s.r.o 2C952N TELEKOMUNIKACE 2G1335.COM TECH-INFO CO.,LTD. 2A1203G Multimedia Ltd 2C063GSP 2H333GVision 2C123Roam 2F496WIND 2H108motions 2E47 A3&O 2C02ABIT Corporation 2C110Acapela Group 2E47 Ace Technologies Corp. 2F28AceAxis Ltd 2F08Acquire Asia Pacific 2C71ACT750 2E47 ActivNetworks 2E47 Adax Europe Ltd 2D51ADC is now Tyco Electronics 2B61ADEUZA 2F49Advantech Co. Ltd. 2G38Aerotel Medical Systems 2C12AFISEO SAS 2F49agenceNTIC Bourgogne 2E47 AGENCE REGIONALE DE DEVELOPPEMENT PARIS ILE-DE-FRANCE 2E47Agile Telecom Srl 2H69Airborne NV 2H33Airwide Solutions 2B38Aktavara AB 2F13Alberta Canada 2A108, 2A97Alcosystems 2F13Alepo 2H12All Jack Co Ltd 2G55Allot Communications 2B53ALSETT 2G51Altai Technologies Limited 2C96ALTEK Corp 2B120AltiGen Communications, Inc. 2B76Alvarion 2C25AM3D 2A05AMA/ Matthieu SAINT DENIS CONSULTING 2E47 AMD Telecom 2E07 Amos Spacecom 2B05ANADIGICS 2C19Analogix Semiconductor Inc. 2B97Anevia 2B102Animated Media Inc. 2A97Antica S.A. 2D05AnyDATA Corporation 2A78Apliman Technologies 2J25Appsteur 2E47 Aquafadas 2G51Argus Technologies (Australia) Pty Ltd 2D14AriadNEXT 2F49ARKAMYS 2E47 Arkivator AB 2F13Arpuplus 2H62Artilium NV 2H33Ascent Telecom 2C54Aspiro 2A67Atchik-Realtime 2H15ATEME 2E47 ATLANTIS INTERNATIONAL S.L. 2F32AtlasCT 2C72ATOMIZ 2E47 Authente 2A67Avenir Telecom 2C47Avertim 2H33Avvasi Inc. 2A97AWEX REGION VALONA DE BELGICA 2H33AWIT INC 2C114AwoX 2G51Axell Wireless 2C26AzureWave Technologies Inc. 2C09B.A.S.E. TECHNOLOGIES 2H33Baseband Technologies Inc. 2A97beeweeb spa 2A17Belgium-Belgica 2H33Berlin-Brandenburg c/o Berlin Partner GmbH 2H04Betomorrow 2E47 BHE Bonn Hungary Electronics Ltd. 2C06Bipper Communication 2A67Bircom Telekomunikasyon ve Bilisim Hiz. San. ve Tic. A.S. 2A90Birdstep Technology AB 2F13Bit2go 2C12BLiNQ Networks Inc. 2A97BluePosition 2A05Bluwan UK 2F33BMx Computers NV 2H33BoomeRing Communication (2005) Ltd. 2C72Boost Communications 2H58Boost Your Startup 2E47 Bordeaux Chamber of Commerce and Industry 2E47 Bordeaux Games 2E47 BORDEAUX INVEST 2E47 BRETAGNE INTERNATIONAL 2F49BridgeWave Communications 2E46 Brodit AB 2B123BRUSSELS EXPORT 2H33Buzzinbees 2F49BYD Company Limited 2D88C&D Technologies (UK) Limited 2B89CADEGE Youtransactor 2E47 Call My Name (NTTM) 2J42Cap Digital 2E47 CASSIS INTERNATIONAL Europe 2F49castlabs GmbH 2H04 Caterpillar 2H47CAVITID INC. 2A108Cavium Networks, Inc. 2C05Ceedo Technologies 2C72CellGuide 2C12Cellint Traffic Solutions Ltd. 2C72CELLMAPS (POWERED BY AMERICAN ROAMER) 2C93CellMax Technologies 2D06Celltick 2C15Cellular Italia S.p.A. 2E21 Centile 2F49Cerillion Technologies Limited 2D65certgate GmbH 2C112CETECOM GmbH 2D77Chips&Media,Inc. 2F12

Chitwing Technology 2A113CHUGULU 2E47 Cinergy 2A125CINTEL 2F49Citendo 2H33Clarity Telecom 2F49Cloud9 Communications ltd 2G32 Codix 2G70COELMO S.R.L. 2C111Coiler Corporation 2A26Comarcom 2C12Comba Telecom Limited 2D28COMITE D EXPANSION ECONOMIQUE DU VAL D OISE 2E47 Commsquare 2H33Communology 2B68Computaris 2A60ConceptWave Software Inc. 2A97Conduit 2F29Consotel 2H34Cooler Master Europe B.V. 2A110CoolFlux DSP – NXP Semiconductors 2H33COOVZ.COM 2E47 Coral Telecom Ltd 2C54Coresonic AB 2F13CPC Co., Ltd. 2C94craze productions 2C12Creaceed 2H33CREOVA 2F49CRITICAL PATH 2D20CTDI GmbH 2B104cVidya Networks Ltd. 2J49Danish IT Industry Association 2A05DASUR 2C72Datalogics Inc. 2B122 Datatronics Telco 2A86DAXIUM 2F49DEFNE 2H42Delmec Engineering 2A125Deltanode Solutions AB 2H38Derdack GmbH 2D26DESAY A&V SCIENCE AND TECHNOLOGY CO., LTD. 2A103desix technology 2E47 DEV-HELP 2F49DGT 2C108DHATIM 2E47 Dialog Semiconductor Ltd 2B82Digital Receiver Technology 2B106DigitalWalli 2E47 DIGITATA LIMITED 2C105Digitrad 2E47 Ditech Networks 2C62diviosoft 2E47 Doro 2G01DragonWave Inc. 2A118DxO Labs 2E47 EBO-ENTERPRISES 2H33Echovox 2F49Ecocarrier Inc. 2A97EDB Ergo Group 2A67EKINOPS 2E47 Eltek Valere 2A67Emida 2J64Encap AS 2A67ENQIO 2H33Epitiro Limtied 2H40ERCO & GENER 2F49ERCOM 2D66ESCAUX 2H33ESKADENIA Software 2A62ETSI 2F41eubus GmbH 2D49EUPEN - KABELWERK EUPEN AG 2H33Euro Communication Equipment s.a.s 2G18EUROMEDITERRANEE 2F49Eurotech Communication Ltd 2C12Eurotek Italia 2B12EXFO 2B113Exir Telecom 2F02EXPORT DEVELOPMENT CANADA 2A107Fält Communications AB 2F13Feedbox 2C72FibroLAN 2B05FIME 2F49Fixmo 2A97FKtel group 2F49FLANDERS INVESTMENT & TRADE 2H33Flash Networks 2B75FlexGroups 2A102FlexiTon 2C06FLEXYCORE 2F49Focus Infocom 2C115Forsk 2H18Fraunhofer 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 2A122Fuzhou Rockchip Electronics co. Ltd. 2J65GEAR4 2J09GEKA TELECOM 2F49GENBAND 2B90Genetel 2F49GEOIMAGE 2G51GestureTek, Inc 2A97GILLAM-FEi 2H33Global IP Solutions 2A14GLOBO Mobile S.A 2A07GoNet Systems 2B80Government of Canada 2A107Gowell Telecom Technology Ltd. 2J55GSMK CryptoPhone 2D59G-stat 2C12Guangdong Chutian Dragon Smart Card Company Limited 2B125HAIKU 2F49Hanvon Technology Co., Ltd 2J53Hanwang Technology Co. Ltd 2D62Hitachi, Ltd. 2A25HOBIM Cards & Services 2B73HSL (Hay Systems Ltd) 2D26

COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND

EXHIBITOR LISTING


MWC11 Daily DAY1_DAY1 06/02/2011 22:11

Hungama Digital Media Entertainment Pvt. Ltd. 2J07iBeaken 2H33IKIVO AB 2F13imec 2H33implementa gmbh 2H34INDUSTRY CANADA 2A107I-New Communicative Solutions GmbH 2G60 Infobip 2B01Infonova 2B103Innovation Norway 2A67Insight SiP 2F49interact-iv.com 2E47 Interphase Corporation 2H57INTERSEC 2D15INTRACOM TELECOM 2C46IntSig Information Co., Ltd 2B100Invest in Bavaria 2G63Invest In France Agency 2G51INVEST LANGUEDOC-ROUSSILLON 2G51In-Webo Technologies 2E47 IPERCAST INTERNATIONAL 2F49IPgallery 2C72Ipix 2J58iQsim 2F49IRIS TELECOM 2B87Iskratel, d.o.o., Kranj 2B57ISM 2E47 ITM Einkaufs GmbH 2J31ITS Telecom 2C72ITware Ltd. 2C06IXI mobile 2C72JABLOCOM s.r.o. 2G69Jabra / GN Netcom 2E30 Jamo Solutions 2H33Jet Propulsion Laboratory 2C92John Wiley & Sons 2A100Juni 2B72Kaben Wireless Silicon Inc. 2A97KAPSYS 2F49KATHREIN-Werke KG 2B16King Slide Technology Co., Ltd. 2E35 KMW Inc. 2G11KNOCK TELECOM S.A. 2C37Kontron 2A28Kryos Velocity 2A97La French Mobile 2E47 Laser 2000 2H33LD Mobile 2F49Lemon Way 2F49LILLYBELLE 2E47 LIN.K nv 2H33Linkra S.r.l 2H02LitePoint Corporation 2E14 Lleida.net 2E40 Logia Group 2C75Longcheer Holdings Ltd 2E58 Longcheer Technology (Shanghai) Co., Ltd 2H13Lotus 2F07 LTU technologies 2E47 Luup Ltd. 2A67M.E. Media Market 2C72MailVision Ltd. 2B05Manaty 2E47 Marben Products 2D03Marlink S.A. 2H33MasterImage 3D 2B13MATERNA Information & Communications 2A27MATIMOP 2C72MATRIX COMSEC PVT LTD 2B111MAXCOMM CO., LTD. 2G34mCASH Norway 2A67MCE Systems 2C12Media Mobility 2F49MEDISCS 2G51Mentum 2G15Mer Telecom 2C72Meucci Solutions 2H33MHL 2B108Microelectronics Technology Inc. 2J18MIDI PYRENEES EXPANSION 2G51MILPIX SA 2E47 MIND CTI Ltd. 2C75Mindspeed Technologies 2H57Miyowa 2J41Mob4Hire Inc. 2A108Mobenga 2F13MobiApp ltd' 2C72Mobibase 2F49Mobilaris AB 2F13Mobile Arts 2F13Mobile Distillery 2F49mobile token 2H33MobileTag 2E47Mobiletech 2A67MobiLuck 2E47 MobiNear 2E47 MobiNetS 2J60Mobiquant Technologies 2G51MobiWeb Ltd. 2A16MOBPARTNER 2F49MOBYLLA 2H33MOIMSTONE CO LTD 2D01Mondial Telecom SA 2H33MoobiFUN 2G51Mootwin 2G51Moovade 2H33Movenda 2B06Movidius 2C107Mr Handsfree / TE-Group NV 2J15MTI Wireless Edge Ltd. 2B118mufin GmbH 2H04 Multi Communication 2H33MULTICELL 2F49myFC AB 2F13Myphone SP z.o.o. 2G16Nanjing Wanlida Technology Co., Ltd 2D02Napatech 2G28Nash Technologies 2G63 NCC 2F49NEIIO 2G51Nemotek Technologie 2B112Neomades 2E47 neosesame 2F49NeoSOFT Technologies 2C54Neptuno - NAAP 2H60

NET CHECK GmbH 2F69NetComm Limited 2B119New rFid Concept 2E47 Newfield Wireless 2A66Newport Media Inc. 2E33 Newscape Technology 2F49NOMADESK 2H33NOMADIC SOLUTIONS 2E47 Nomor Research GmbH 2G63nToklo 2C101NTX Research 2F49Ocean Observations 2F13Octasic Inc. 2H71Onda Communication S.P.A. 2B17One Smart Star 2C72OnMobile Global Ltd. 2C67Ontario Ministry of Economic Development and Trade 2A97op5 AB 2F13Opal Manufacturing Ltd. 2J64Open Cloud Ltd 2C88OptiCaller Software AB 2F13Optiway Ltd. 2C72OriginGPS Ltd. 2B05Orkio Belgium bvba 2J54OROLIA SPECTRACOM 2E47 P2i 2E66 PAGE UP 2E47 Panorama Antennas Ltd 2B98Paris Region Economic Development Agency 2E47 PARTELEC 2E47PeopleLogic Corporation 2A97PETER-SERVICE 2A06Phonaris 2C75Phone from the supermarket BV - John's Phone 2B95Phonitive 2G51Pic2world 2B05PLANET NETWORK INTERNATIONAL 2E47 PlayAdz 2F49Pleex / Maeglin Software 2G51POINTGREEN BUSINESS 2E47 Polaris Networks Inc. 2J04Pole Star 2G51Polystar 2E18 Pomeranian Science and Technology Park 2A112Power.org 2J56PRAGMA 2F49Pravala Inc. 2A97Praxedo 2E47 Prayaag Technologies 2C54PRIM'VISION 2F49Prisma Engineering srl 2F01Procera Networks 2A86 PROVENCE PROMOTION 2F49Pure Agency 2E47 Pyro Networks 2C28Qingdao Haier Telecom Co.,ltd. 2J11Qosmos 2A70Qosmotec Software Solutions GmbH 2D49Qowisio 2F49QuadManage 2C72Quality Technology Industrial Co., Ltd. 2J51Radionor Commuications AS 2A67Radwin 2C12RCS Rampal Cellular Stockmarket Ltd. 2C12Realtime Systems Ltd 2C54RealVNC 2J69RESI Group - ITALIA-MOBILE 2F14RESI Group 2F14REVE Systems 2A111Reverb Networks Inc. 2A10RF MORECOM COREA 2B124RF WINDOW.CO.,LTD 2A31RGB Networks 2B101RG Systemes 2G51Rohde & Schwarz Topex 2A58RoutoMessaging 2A82RTx Technology Co., Ltd. 2B26Ruckus Wireless, Inc. 2F37Runcom Technologies 2C72RYMSA 2G20Saguna Networks 2C12Sanjole, Inc. 2J46Santok Enterprises Ltd 2C31SAP 2D82SCIENCE REVOLUTION 2E47 SCIMOB 2G51Screenovate technologies Ltd. 2C12SCS Cluster 2F49SDMO INDUSTRIES 2E17 SeaWell Networks Inc. 2A97Sequans Communications 2A116ServersCheck 2H33Servision Ltd. 2B05SETELIA SAS 2F49Shanghai BroadMobi Communication Technology Co Ltd 2J61Shanghai SimCom Ltd 2H19Shenzhen Huaptec Co.,Ltd 2J59Shenzhen Konka Telecommunications Technology Co., Ltd. 2F27Shenzhen Simtech Technology Co. 2C100Shenzhen Telacom Science & Technology Co Ltd 2J63Shyam 2B33SIAE MICROELETTRONICA 2D54Siklu Communication Ltd 2C75Silicon Image 2B108, 2B109, 2B110SimService A/S 2A05SIRADEL SAS 2F49SISTEER 2E47 SITQ Systems GmbH 2H04 Sivers IMA AB 2F13Skiller Games 2C12SKYFIBER 2B92Smart Wireless Pvt. Ltd. 2J70SMARTCOM 2E47 Smarterphone AS 2A67Smith Micro Software Inc. 2A61SMSTRADE 2H61SNAPP 2E47 Sofialys 2G51SOFRECOM 2B69Softwave Wireless 2E47 Sonus Networks 2C13SOX 2J27Spatial View Inc 2A97SPINNER GmbH 2C81SPIRIT 2H11

SPMT 2B110StarDust 2F49StarVedia Technology Inc 2G36STM Group 2H36Streambow 2H70Streamezzo 2C37StreamWIDE 2H64Sud de France Export 2G51SUEN bvba 2H33SUPERTOOTH - ECE SAS 2G18SUPRANETCOM 2F49Sweden at the Mobile World Congress 2F13Sweden Mobile Association (SMA) 2F13Sybase 365 2A15Symena 2C103Synapse Mobile Networks 2F13Synchronica plc 2A35SYNCHROTEAM 2E47 Systematic Paris region 2E47 Tagattitude 2E47 TalkPool 2F13TAT (The Astonishing Tribe) 2F18TATA ELXSI 2C106TD Industry Alliance 2A73TEAM COTE D AZUR 2F49Tech 21 Sensor GmbH 2H04 Techfaith 2D74TechInsights 2B93TechnoSpin 2C72Tech-Vision Investment Consultancy (Shenzhen) Ltd 2J57Telco Systems 2B70, 2C72Telcordia 2B25TeleBilling A/S 2A05Telecom equipment & Services Export Promotion Council 2C54Tejas Networks Ltd. 2C54TelecomCity 2F13Telefleet, a Market-IP Solution 2H33TeleMessage 2C12 Telena 2B121Telepin Software 2A97Telequid 2F49Teletech International 2E47 Teligent Telecom 2F13Tellabs 2A47Tellmewhere 2E47 Telmar Network Technology 2G08The Israel Export & International 2B05, 2C75, Cooperation Institute 2C12, 2C72Think&Go NFC 2F49TIBCO Software 2D40TIC-mobile GmbH 2H04 TikiLabs 2E47 Todacell 2B05TRAGAMOVIL 2J12Trango Systems 2A126TRANSATEL 2E47 TRANSFERTO 2F49Triplay 2C12Trusted Logic 2H01TUBS GmbH, TU Service GmbH 2H04 Turkcell Technology Research & Development Inc. 2B73Tvinci Ltd. 2C75TWINLINX 2F49TXO Systems Limited (formerly Transmission Only Ltd) 2B116Ubidyne 2C98Ubifrance 2F49, 2E47, 2G51UBIKOD 2F49Umeox Mobile Limited 2B29UTEL 2E47 VASCO DATA SECURITY 2H33Vedicis 2C102VIACCESS 2B69Vidamo Group 2A67Vidiator 2D04ViewSonic Europe 2G32Visicom Company 2D29Vision Objects 2E47 Vision Smarts 2H33Vizrt 2H58VMware 2H53VNL 2B47Voiceserve ltd 2J21Vopium A/S 2A05Voxbone SA 2E38 Voxpilot 2F49VSS Monitoring, Inc. 2B115 Vtion Information Technology(FuJian) Co.,Ltd. 2A101VTT Technical Research Centre of Finland 2G12WaveIP Ltd. 2B05Waze 2C12Webwag 2E47 W-HA 2B69Widmee 2E47 Wi-Ex 2J29Wind River 2C04WIRELESS LINKS 2C72WIT Software 2C63Wmode 2A97Wopata 2E47 WORLDCALL 2H33YuHua TelTech (Shanghai) Co., LTD 2A92Zenkko 2F49ZEN Mobile 2C54Zinwave Ltd 2G39, 2B09

HALL 2.1

Almalence Incorporated 2.1D70appMobi 2.1D50 ArtizaNetworks, Inc. 2.1C26arvato services 2.1C28Asentria Corporation 2.1EZ15Bayer MaterialScience AG 2.1EZ5Beafon Mobile GmbH 2.1A60 Berkeley Varitronics Systems 2.1A58Best Csell Inc. 2.1EZ19 Celcite 2.1C38CompeGPS Team S.L 2.1EZ4 Compsoft plc 2.1A74Connected Creativity at MIPTV / ReedMidem 2.1C49ControlCircle 2.1A73Crystal Reality LLC 2.1C29DATANIL Software 2.1A67DO IT IN BCN 2.1D62Eastcompeace Smart Card Co.,Ltd. 2.1D34

ECCO Outsourcing 2.1A67Egypt Network Company 2.1A67EMSS Consulting 2.1EZ13Endstream Communications 2.1A56Epicom Corporation 2.1EZ18EVP International, JSC 2.1B25Exalt Communications, Inc. 2.1C45FeedHenry Ltd 2.1EZ14FONEXION SPAIN S.A. 2.1C59Giza Systems 2.1A67GMV 2.1A16Human Factors International 2.1EZ7Innovative Nano Systems 2.1C27Institute of Cellular Communication (ICC) 2.1C61InvenSense, Inc. 2.1C50JUST5 (Orbita Telecom) 2.1B33KEBTechnology Co., Ltd 2.1A65 Linktop Technology Co. Ltd. 2.1A30madvertise Mobile Advertising GmbH 2.1D46MarkAny, Inc. 2.1EZ12Mastone Communication & Electrical Development Co., Ltd 2.1A29Megapay 2.1D68MEIKUAN, S.A. 2.1EZ17 Mellmo 2.1D28MicroStrategy 2.1C73 Ministry of Communications and 2.1A55,Information Technology, Egypt 2.1A67Mobiclip, Inc. 2.1D56MobileAccess 2.1C33modomodo 2.1D32MTS MITAS Telecom Systems Inc. 2.1A10National Telecommunication Regulatory Authority, Egypt ( NTRA ) 2.1A55Navitel s.r.o 2.1A12Neugent Technologies, Inc. for andy 2.1C32Nexon Technology Co., Ltd. 2.1EZ16NICE Systems 2.1B70novero GmbH 2.1B77Opencode Systems 2.1B51openTrends Solucions i Sistemes S.L 2.1EZ9 Pass Solutions 2.1EZ6PEARSON 2.1D58Polycom Inc 2.1D26Questex Asia Limited 2.1D60QuickLogic Corp. 2.1EZ1Rhomobile 2.1A62 Rx Networks Inc 2.1C30Sensirion AG 2.1C69Shenzhen Soaye Communication Technology Co., Ltd 2.1A61 Shenzhen Wave Telecommunications Technologies Co.,Ltd 2.1A72Smart AdServer 2.1B69Smart Villages Company 2.1A67SPX Communication Technology 2.1D40Symantec Corporation 2.1A15SySDSoft 2.1A67Systemics-PAB Sp. z o.o. 2.1B75Taqua, LLC 2.1B27Teclo Networks 2.1D52Telecomax VAS 2.1A67TeleSemana 2.1D30Teletech Company 2.1A67TELNET Redes Inteligentes S.A. 2.1C57Tessera Technologies Inc. 2.1C56The Smiley Company 2.1A28Utiba Pte Ltd 2.1D48Yifang Digital (HongKong) Company Limited. 2.1EZ10Zenprise 2.1A27Zerista 2.1C31

Hall 3.0 Courtyard

abertis telecom CY22ACC1Ó CY03Accenture CY25ACCESS CO., LTD. CY23Acer Europe S.A. CY17AD Telecom CY03Adsmedia CY22adsmediatech CY03Aviat Networks CY08Azetti Networks CY22Barcelona Digital Technology Centre CY03Bharti Artel Ltd. CY02Brightstar Corporation CY01CPM TELECOM CY22Etisalat CY20EUROSTAR MEDIAGROUP CY22fonYou Telecom CY22Fujitsu Limited CY13Genaker CY22Gowex CY22GSMA Embedded Mobile House CY21IBM Corporation CY18Intel Corporation (Intel MeeGo Pavilion) CY09INVEST IN SPAIN CY22Juniper Networks CY06Kinetical Business, SL CY03Marvell Semiconductor, Inc. CY15Ministerio de Industria, turismo y Comercio CY22ORANGE CY07Red.es CY22Secretaría de Estado de Telecomunicaciones y para la Sociedad de la Información CY22Simfonics CY22Sironta CY03SITmobile CY03Solaiemes CY22Telenor Group CY19Unkasoft Advergaming CY22Visual Engineering CY03Vodafone CY29Wavecontrol CY03Zed CY22Zhilabs CY22


EXHIBITOR LISTING


MWC11 Daily DAY1_DAY1 06/02/2011 22:11

Hall 3.1 Gallery

42 Telecom 3.1HS40Arbor Networks 3.1HS58Axel Technologies Oy 3.1HS157Business Logic Systems Ltd 3.1HS167Canonical Group Ltd 3.1HS31Celtro Ltd 3.1HS137Ceragon 3.1HS166Cloudmark 3.1HS133Cognovo 3.1HS30Communology 3.1HS112Comverging Technologies LLC 3.1HS174Deltenna 3.1HS48DesignArt Networks 3.1HS16DeviceAnywhere Ltd. 3.1HS164DIGITAL ARIA 3.1HS183DigitalRoute 3.1HS04DxO Labs 3.1HS116EMITAC MOBILE SOLUTIONS 3.1HS85Evolving Systems 3.1HS98ExB Communication Systems 3.1HS129Excelacom 3.1HS12EXPORT DEVELOPMENT CANADA 3.1HS93 FUJITSU SEMICONDUCTOR LIMITED 3.1HS175Fundamo 3.1HS52 Gameloft 3.1HS56, 3.1HS54GENBAND 3.1HS24Government of Canada 3.1HS60, 3.1HS117,

3.1HS91, 3.1HS93GSMA SRS 3.1HS182Hitachi, Ltd. 3.1HS126, 3.1HS130, 3.1HS138INQ Mobile 3.1HS55Lime Micro Systems 3.1HS86, 3.1HS50Lionbridge Technologies, Inc. 3.1HS43 MediaTek Inc. 3.1HS161Mobiclip, Inc. 3.1HS97Movidius 3.1HS57NewNet Communication Technologies, LLC. 3.1HS121NGMN Alliance 3.1HS125Nuance Communications 3.1HS47, 3.1HS49OneAccess Networks 3.1HS20Packet One Networks (Malaysia) Sdn Bhd 3.1HS34PMC-Sierra (Wintegra) 3.1HS100Power.org 3.1HS53Provigent 3.1HS09Rambus 3.1HS90Redknee Solutions Inc. 3.1HS165, 3.1HS171Renesas Electronics Europe GmbH 3.1HS13,

3.1HS17, 3.1HS25Sand 9 3.1HS170Santok Enterprises Ltd 3.1HS176SensorLogic 3.1HS42 Silicon Hive B.V. 3.1HS115Silicon Image 3.1HS99Smiths Interconnect Wireless Technology Group 3.1HS88Software Imaging Limited 3.1HS44Sonim Technologies 3.1HS102Sybase iAnywhere 3.1HS101Sycamore Networks, Inc. 3.1HS155TAOS Inc 3.1HS118TATA COMMUNICATIONS 3.1HS26Telegent Systems, Inc. 3.1HS61, 3.1HS63TeliaSonera AB 3.1HS33, 3.1HS35,

3.1HS36, 3.1HS37Tessera Technologies Inc. 3.1HS65, 3.1HS71,

3.1HS70, 3.1HS72, 3.1HS181 Tieto Corporation 3.1HS153, 3.1HS156, 3.1HS158TMNG Global 3.1HS94TruePosition Inc. 3.1HS114tyntec Ltd. 3.1HS03Velocent Systems, Inc. 3.1HS83, 3.1HS84Verizon Wireless 3.1HS06Vesta Corporation 3.1HS96Vidiator 3.1HS147Vlingo 3.1HS05Volantis Systems 3.1HS168Volubill 3.1HS162

Hall 4

4G Americas 4.7HS50AdaptiveMobile 4.6HS01Adobe Systems Incorporated 4.1HS37AEROFLEX 4.6HS48Airvana Limited 4.6HS22Altair Semiconductor 4.6HS63Amimon 4.1HS01Aplix Corporation 4.6HS02Aptina 4.5HS16Asocs 4.1HS01ASUS 4.3HS40Atmel Corp 4.5HS44 Audience 4.7HS31AuthenTec 4.7HS47Aylus Networks 4.6HS07B.I.S 4.1HS01Broadcom Corporation 4.1HS02BroadSoft Inc 4.6HS23Cambridge Broadband Networks 4.3HS30Cavium Networks, Inc. 4.7HS42, 4.7HS38Comability 4.1HS01Communitake 4.1HS01CounterPath Corporation 4.6HS21Cypress Semiconductor Corp. 4.5HS23D-Link Corporation 4.2HS40Dell Inc 4.4HS02Discretix Technologies Ltd 4.7HS22Divinet 4.1HS01Ecrio Inc. 4.2HS36Edelman 4.7HS56Elektrobit Wireless Communications 4.6HS34, 4.6HS36EMPIRIX INC. 4.5HS04Envivio Inc. 4.4HS04Equinix 4.7HS12Ethrix 4.1HS01Exent 4.1HS01GCT Semiconductor 4.5HS02Google Inc 4.3HS12, 4.4HS30, 4.4HS50GSMA PathFinder 4.6HS13HiCenter 4.1HS01HipLogic 4.6HS08Idomoo 4.1HS01IKIVO AB 4.6HS46

Infineon Technologies AG 4.3HS07, 4.3HS13Infineon Technologies AG 4.4HS25 InfoGin 4.1HS01Intrinsyc Software, Inc 4.7HS01Israel Mobile Association (IMA) 4.1HS01Javelin Semiconductor Inc 4.7HS33Jungo Ltd 4.4HS14Kyocera Communication Inc 4.7HS03Lexifone 4.1HS01MATRIXX Software 4.6HS11McAfee International Ltd 4.0EMR08MCE 4.1HS01Meet The Boss 4.6HS30Mesaplexx UK Ltd 4.0EMR07Messe Planning 4.7HS57Metratech 4.7HS06MFORMATION TECHNOLOGIES INC. 4.4HS31Micron Technology 4.6HS09Micropointing 4.1HS01MIPS TECHNOLOGIES, INC. 4.6HS57Mobile Tornado 4.1HS01Mobily 4.7HS14Monotype Imaging Ltd 4.7HS36Motricity 4.0EMR04Mtekvision Co Ltd 4.5HS01Nanoradio AB 4.7HS60NDS 4.4HS14Neomobile SpA 4.6HS49Netbiscuits GmbH 4.6HS37, 4.6HS35NetLogic Microsystems Inc 4.7HS58NTT Communications Corporation 4.6HS62NXP Semiconductors 4.7HS46OmniVision Technologies, Inc 4.7HS39Panasonic Mobile Communications 4.7HS19, 4.7HS29 Pontis 4.4HS01, 4.4HS03Quammy 4.1HS0RadiSys 4.2HS11Radware 4.1HS01RealNetworks, Inc. 4.0HS019Red Bend Software 4.3HS50Renesas Electronics Europe GmbH 4.5HS11RooX 4.5HS29Route 66 4.7HS04Samsung Semiconductor Europe GmbH 4.0HS02Scalado AB 4.6HS27, 4.6HS61Scaleform Corporation 4.7HS18 Shazam Entertainment Limited 4.2HS12Sierra Wireless 4.3HS02Snapkeys 4.1HS01Sonus Networks 4.2HS25SRS Labs 4.7HS10Stollmann E+V GmbH 4.7HS20Sybase 365 4.6HS38SYNAPTICS INC 4.6HS04Synopsys 4.6HS39TAT The Astonishing Tribe 4.7HS32Teletech 4.6HS31TomTom 4.3HS19TranSwitch Corporation 4.7HS27Ubiquisys 4.0EMR05, 4.0EMR06Vayosoft 4.1HS01Verizon Wireless 4.7HS09, 4.7HS13, 4.7HS15VisualOn Inc 4.6HS53Voxpilot 4.6HS32WeFi 4.1HS01Wind River 4.4HS19Wireless Intelligence 4.6HS05Wolfson Microelectronics 4.6HS50Yahoo! 4.3HS10, 4.4HS05Zenprise 4.6HS15

Hall 6

Alcatel-Lucent 6C23Ericsson 6E01, 6E30Sony Ericsson Mobile Communications AB 6E01, 6E30

App Planet

24/7 Entertainment 7HS137 layers 7EM15Adenyo 7HS20Adeya SA 7EM06Adfonic 7C90Aepona 7CZ7, 7HS12Agence France-Prese 7D64Air Liquide Hydrogen Energy 7GP22Alcatel-Lucent 7A96Alerant Inc. 7B80ALK Technologies - CoPilot Live 7C80Amarula Solutions BV 7EM21 Anomalous Networks 7A107Apadmi Ltd 7B33Axeda Corporation 7CZ9BACKELITE 7CZ10BCN TOUCH 7GC6Beabloo 7GC1BlackBerry 7B42Blogmusik - Deezer 7B83Business Support Solutions 7B33BuzzCity Pte Ltd 7E47 Catalyst Outsourcing Limited 7B33CELSYS, Inc. 7C44ClearCaller Ltd 7B33CommuniGate Systems 7E40 Compuware Corporation 7E62 Continua Health Alliance 7MH12CyberPlat OJSC 7MM12deCarta 7HS10Digimarc Corporation 7B70DVMH Communications S.A. de C.V. 7CZ3eBuddy 7C34eGain EMEA Headquarters 7D58eKassir 7MM06ELECTRIC MATERIAL, INC 7A98Electro Power Systems SpA 7GP12Endomondo 7E63 Enough Software 7D62Ephone International Pte Ltd 7MH26Exmart, Ltd 7E45 eyeOS 7GC9Fiabee 7GC3Fon 7A72Franklin Wireless Corrp. 7EM24Fundamo 7MM01GE Transportation 7GP16

GfK Retail and Technology 7E58 GlobalCollect, International Payment Service Provider 7MM14Google Inc 7HS07 GSMA App Garage 7APGHCL Technologies 7CZ6Healthcare Alert 7MH10HEART BIT Inc. 7A92Hewlett-Packard Company 7C37hSenid Mobile 7EM26Icar Vision Systems, S.L. 7GC10i-docs 7MM21I Health Lab Inc. 7MH03Immersion Corporation 7C56Ingenia Telecom 7B108INNOVA 7C62Intel Corporation 7B28, 7HS18Internetq 7B26ITINERARIUM 7GC5Itude Mobile BV 7MH08J1CK Mobile Systems 7A114JAGA Electronics 7C88Japan External 7A84, 7A88, Trade Organization 7A90, 7A104Jasper Wireless 7EM20, 7HS01, 7HS08Kapsch CarrierCom AG 7A80Kaspersky Lab 7B38Krusell International AB 7E68 Laipac Technology Inc. 7MH02Laszlo Systems 7CZ1LEVEL s.r.o. 7EM22M-Field Energy Ltd 7GP26mHealth Alliance 7MH04mHealth Company 7MH01Mireo d.d. 7D45mms mobile messaging solutions GmbH 7CZ4mobil data IT & Kommunikationslösungen GmbH 7D60Mobile Engine 7D50MobiSystems 7E61 MobiTV, Inc. 7HS14MoboTap Inc 7A105MobStudio (Mobilfon Ltd) 7D35Mocean Mobile 7B34MOMAC 7CZ5, 7HS17MoreMagic Solutions 7MM10MOVILWAY by Celistics 7B68Mozat Pte Ltd 7A86Mozido 7MM02MUBIQUO 7A102mxData 7E44 Navigon AG 7D36NAVTEQ 7D42NDRIVE NAVIGATION SYSTEMS, SA 7C70Nedstack fuel cell technology 7GP06net mobile AG 7B82, 7D33NetQin Mobile Inc. 7EM12NeuStar Inc 7CZ2Nimbuzz 7EM28, 7HS05Novatel Wireless Inc. 7C86, 7HS02, 7HS04NTT Solmare Corporation 7C44, 7HS15Omnifone 7C69Oonair 7C35, 7GC2ooVoo 7A38OpenMarket 7E42 Oracle 7C18OtterBox 7B90Palringo Ltd 7D22paythru 7MM16Perception Digital Limited 7MH28Perfecto Mobile 7D48Pontomobi 7A112PowerOasis Ltd 7GP02QIWI Ltd. 7EM04Qporama 7GC8Red Caret Ltd. 7CZ11RedFlow Limited 7GP14Rotana 7D67Saft Industrial Battery Group 7GP04SEAMLESS 7MM20Sennheiser Communications A/S 7D56Service2Media 7B35Shanghai HanXiang (CooTek) Information Technology Co., Ltd. 7B88SKYPE Communications sarl 7D49Sling Media 7E52 Smaato Inc. 7C38SolarWorld AG 7GP08Sonos 7HS11Spicysoft Corporation 7A94Spin3 7HS21ST-Ericsson 7E69STMicroelectronics 7A106Symmetricom, Inc. 7EM02Teambox Technologies SL 7GC4Telmap Ltd. 7C42, 7HS19The Bill & Melinda Gates Foundation - Grand Challenges Explorations 7MH20Thumbstar Games Limited 7B33TMNG Global 7GP18Toei Animation Co., Ltd. 7C28Trevisan Tecnologia 7B102UAB TeleSoftas 7B104UMIC Research Centre, RWTH Aachen University 7EM14Upstream Systems 7D61VALID 7B84V-DOCS Paperless Contracts 7GP01Velti 7C58VeriFone Systems, Inc. 7MM22Vringo 7D46Weathernews Inc. 7A100Wholesale Applications Community (WAC) Limtied 7C82WIN Information Technology Inc 7MM04Yospace 7D20Zyncro Tech 7GC7

Hall 8

Acision 8A93Actix Ltd 8C66Amdocs Management Limited 8B101AT&T 8A77CELLEBRITE 8B71Cisco 8A70emporia Telecom 8A139eSERVGLOBAL 8A69Gemalto SA 8A102Giesecke & Devrient 8B65

Golla 8A50Google Inc 8C25GSMA Pavilion 8C118Huawei Technologies Co., Ltd. 8A159InnoPath Software 8B70Intec 8A67Intel Corporation 8B192, 8B197LG Electronics Mobile Communications Company 8B178Maxim Integrated Products, Inc. 8B83Morpho, e-Documents Division 8B76Motorola Mobility 8A28, 8A51NAVTEQ 8B110NEC Corporation 8A125, 8C32Nokia Siemens Networks 8C01NTT DOCOMO,INC. 8B117OBERTHUR TECHNOLOGIES 8B68Optimi 8B81Orga Systems GmbH 8B130Powermat 8B127Powerwave Technologies, Inc. 8B109Qualcomm Inc. 8B53Sagemcom sas 8B73Samsung Electronics Co Ltd 8B169, 8B177SanDisk 8B91sicap 8B94SK Telecom 8A147SKYWORKS SOLUTIONS INC 8C132SVOX 8B79Symsoft 8C72Syniverse Technologies Inc 8A111Tecore Networks 8C78Teleca AB 8B79TeleCommunication Systems, Inc. 8C115Telefonica. S.A. 8A115Texas Instruments 8A84Verizon Wireless 8C55ZTE Corporation 8B145

ZONE 3

Deutsche Telekom AG Z3.16Qtel Group Z3.4

ZONE 4

HTC Z4.1ST-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 AV38Airwide Solutions AV88ALCATEL Mobile Phones AV06, AV07, AV22, AV23, AV24ANADIGICS AV89Aricent AV73Arqiva AV82ATOS ORIGIN AV02BICS Belgacom International Carrier Services AV37BlueRun Ventures AV90Booz & Company AV105Brightpoint, Inc. AV60Ciena AV67, AV08Cisco AV51Convergys AV57Dialog Semiconductor Ltd AV98Dialogic AV103DivX (Sonic Solutions, RoxioNow) AV80ezetop Ltd. AV27Freescale Semiconductor AV17Giesecke & Devrient AV72Good Technology AV101Icera Inc AV65INQ Mobile AV04INSIDE Secure AV70IPWireless AV40LSI AV64Metaswitch Networks AV69, AV100Millennial Media AV90mimoOn GmbH AV99Mobiwire AV70, AV61Morpho, e-Documents Division AV68Motricity AV01Myriad Group AG AV91Nagravision - Kudelski Group AV33NeuStar Inc AV78NXP Semiconductors AV16NXP Software / LifeVibes AV15OBERTHUR TECHNOLOGIES AV53Openet AV84Openwave Systems Ltd AV97Oracle AV44PacketVideo Corporation AV05, AV30Parrot AV81Renesas Electronics Europe GmbH AV10RFMD AV58SEVEN Networks AV31Sierra Wireless AV36SurfKitchen Ltd AV19The Western Union Company AV75TriQuint Semiconductor AV86Ubiquisys AV85UK Trade & Investment AV26ViaSat, Inc. AV09Wipro Technologies AV21


EXHIBITOR LISTING


MWC11 Daily DAY1_DAY1 06/02/2011 22:11

MWC11 Daily DAY1_DAY1 06/02/2011 22:11

GENBAND GENiUS™ (GENBAND IP Unified Services platform) is an all-IP platformdesigned to simplify and fuel the transformation and convergence of fixed and mobilenetworks. GENiUS uniquely takes advantage of the highest density computing hardwareand an advanced SAF (Service Availability Forum)-compliant middleware to deliver world-class applications, performance, availability and cost savings. GENiUS is the first openATCA software-centric IP platform to fully integrate call control, session, signaling, security,application and traffic and policy management. With GENiUS, service providers are able todesign their networks with the latest in state-of-the-art IP technology which hasunmatched scale, flexibility and cost. GENiUS is the industry’s only universal IP Switchingand Networking platform supporting multi-purpose IP solutions.

INGENUITY. INTEGRATION. INNOVATION.Keeping pace with subscriber’s fast moving demand for content anywhere, at any time, is achallenge at the doorstep of every leading service provider. These exponential increases incomputing place a demand on service provider networks that must be matched by continualinnovation 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 guaranteedsuitable for service provider networks. An innovative product platform from GENBANDingeniously 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 policymanagement applications from GENBAND. The GENBAND GENiUS platform can be usedin conjunction with high-performance, high-density computing hardware together with themost sophisticated middleware, GENWare, delivering the highest functionality, availabilityand robustness in the market, all available with a unified GENView management system.GENiUS uses standards-based ATCA hardware, a hardened Linux operating system withtelecom-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 combinationsenables streamlined architecture and reduces acquisition, inventory and maintenance costsfor 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.


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BENEFITS• Carrier-grade robustness. Both the ATCA specification and GENBAND commitmentrequire that products deliver premium uptime and stable quality of service under a broadrange of operating conditions.

• Multiple Applications with “mix and match” capabilities. One of the recognizedstrengths of GENBAND is the ability to deliver powerful solutions for NetworkTransformation, Convergence and Mobile Broadband. With GENiUS this strength isadvanced even further with the capability to mix and match applications to deliversolutions 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 amultitude of network roles. This commonality means service providers save money onspares 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 fordifferent applications.

• Superior manageability. GENiUS is designed for ease of management. For example, softwareupdates can be applied without interrupting service. Highly granular views of systemoperation 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 avariety of points — desktop IP phones, PCs and laptops equipped to perform as IPphones, and handheld devices. Their communications are protected by multipleauthentication and security measures, all managed in one central location and sharedacross services for a uniform user experience.

• Simple provisioning. GENView provides common operations, administration andmaintenance (OAM) across all applications that use GENiUS.

GENBAND GENiUS™ Common Platform. Uncommon Performance.GENBAND GENiUS is a common platform delivering all the flexibility, scale andcost savings that the world’s leading Service Providers are seeking. GENBANDGENiUS is common in the best sense of utilization, and uncommon in how itforges a smooth, fast path to Next-Gen connectivity.

MWC11 Daily DAY1_DAY1 06/02/2011 22:12

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 Congress

Mobile World Live TV is brought to you in partnership with Visit Mobile World Live

in Hall 8, Stand C118For Mobile World Live TV hotel broadcast channels and show scheduling, visit www.mobileworldlive.com/mwltv.aspTwitter: mobileworldlive

MWC11 Daily DAY1_DAY1 06/02/2011 22:12

MOBILE DATA | MACH

Cashing in onmobile data growth

Lokdeep Singh, Vice President, Technology and Innovation, MACH

This situation has created a hugepotential to take data roaming into themainstream and generate significant

additional revenue for operators. To realisethis potential operators will need to developinnovative and transparent pricing modelswith lower costs for end users whileevolving charging capabilities anddelivering service innovation.

GRANULAR CHARGINGSome of the biggest changes will take place inthe way that network operators charge forinternational services. Increasing the take upof data services involves lowering cost pointsand simplifying pricing models, but the keyreally lies in gaining an intimateunderstanding about customer behaviourand creating micro-segmentation aroundthis. If data roaming is to be a success,network operators will need to achieve agranular view of subscriber roamingbehaviour right down to the IMSI, or even theequipment type (IMEI) level (for examplecreating roaming packages designedspecifically for the iPad, or tailoring roamingtariffs based on regions most often visited bya corporate customer).A further evolution lies in providing these

end users with greater visibility and control ofthe amount of data they are consuming. Byintroducing a pre-paid for post paid (pay-as-you-go) approach to roaming, data usemanagement can effectively be carried out bythe subscriber via self-care portals or phoneapplications, allowing them to be in control ofthe pre-paid element at all times and spendonly what they can afford. Additionally,operators will need to introduce elegant

service management processes which willallow subscribers to add more credit orterminate a session when they run out ofcredits. Consumers are thereby given theconfidence that they will be informed whenthey reach certain thresholds, removing theheadache of unknown data charges.

DATA ROAMING FOR ALLTo maximise data roaming revenues, theservice must also be available to pre-paidcustomers. At present most operators havearound 50-100 pre-paid relationships withpartners, but in the main these are based onvoice and SMS services, neglecting dataroaming. To some extent this is down to thehigh cost associated with upgrading BSSenvironments and the complexity of theCAMEL V.3 upgrade process - which washistorically required to deliver intelligentapplications over a roaming networkRoaming has now evolved where pre-paidroaming can be facilitated without the needfor partners to coordinate through CAMELV.3. Simple third-party mobile datahubbing services can offer a ‘plug and play’approach for operators to provide roamingacross a global partner network for theirpre-paid subscribers.

SERVICE AWARE CHARGINGOne final charging evolution we arecurrently seeing lies in the addition of a newlayer of intelligence to charging platforms.Service aware charging and applicationspecific roaming are leading a step change inthe way in which consumers will be chargedfor the services they consume. With serviceaware charging, services can be rated

differently according to the end user groupthe operator is targeting. There could, forexample, be a Facebook package in whichFacebook access is charged at an economywhile other services, such as email orYouTube, come at a higher cost. This allowsoperators to offer services highly tailored tothe needs of their subscribers. Application specific roaming works by

putting the subscriber in control of theapplications that they want to use. In essenceit allows the user to define a white list ofapplications that they wish to use whenroaming. For example, a user might wish touse Twitter and email but does not want thephone / tablet to automatically updatesoftware in the background whilst roaming.Application specific roaming does away withthis by allowing the operator to definepackages which might only allow oneapplication (such as Twitter or email), asprescribed by the customer. Orange hasalready announced it will be implementingsuch an approach for its domestic market, thenext step lies in extending this functionalityto the roaming market.

SERVICE PLATFORM EVOLUTIONBy installing a seamless and comprehensivedata-roaming solution, operators will be ableto deliver an optimum customer experiencethat further encourages take up. For a trulyglobal roaming platform, Inter-standardroaming will be necessary. The ability toroam between competing networkstandards, over either pre-paid or post-paidwill open new roaming markets for networkoperators and further grow revenue. Nor willthis simply be a matter of roaming betweenGSM and CDMA – canny operators shouldalso look to provision services over anytechnology be it Wi-Fi, WiMax or LTE to offerconsumers a complete roaming experience.In fact, the ability to operate betweenstandards elevates this approach beyond itsroaming heritage. Operators can use thesame solution to offload domestic traffic ontoWi-Fi, helping to reduce congestion on theradio access network.

CONCLUSIONData roaming is coming of age. We areincreasingly living and working globally andrequire the services roaming can provide. Forthe first time now, the tools are available tocreate flexible tariffs that encourage users totake advantage of the full functionalities oftheir phones when abroad. Moreimportantly, the saturated market conditionswe are facing in developed economies arecreating the right conditions for MNOs tofocus on their data roaming businesses.Quite simply, as the number of newsubscriptions dry up it will be in areas such asroaming that MNOs can secure continuedgrowth. In short, the revenues promised byan effective mobile roaming strategy are toogood to ignore.

While mobile data usage on home networks has seen an unprecedented risein recent years, fuelled by the growth in smartphone deployments and thegreater variety of feature-rich content available for such devices, we are stillsome way off from a corresponding rise in mobile international data use.Cost, along with associated complex pricing structures, is still the biggestbarrier to the uptake of international data roaming with around 40 per centof enterprise customers choosing to switch off their data capabilities whileabroad rather than run the risk of incurring high phone bills, according tooperator statistics.

AS THE NUMBER OF NEWSUBSCRIPTIONS DRY UP ITWILL BE IN AREAS SUCHAS ROAMING THAT MNOSCAN SECURE CONTINUEDGROWTH. IN SHORT, THEREVENUES PROMISED BYAN EFFECTIVE MOBILEROAMING STRATEGY ARETOO GOOD TO IGNORE.


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01/02/2011 22:02MWC11 Daily DAY1_DAY1 06/02/2011 22:12

CAPACITY CRUNCH | OPENWAVE

Turning the CapacityCrunch into anOpportunity

Ken Denman, CEO, Openwave Systems

TODAY’S MOBILE WORLDNo one likes making the same New Year’sresolution two years in a row. In fact, thereason we make new resolutions is to forgetabout the ones that went unfulfilled. As weapproach another Mobile World Congress themobile industry is still grappling with an oldresolution: to fix the capacity crunch.Increasing sales of smartphones and other

mobile devices is driving more data throughoperators’ networks. Mobile traffic is set to hit 1Exabyte per month in the next three years(that’s one billion gigabytes). Networks areoften running at full capacity since peak loadtraffic levels have extended to many more hoursin the day. Content size is also increasing. Aconsequence of deeper smartphonepenetration is that more of us expect ourdesktop web experience – full web pages andvideo (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 ofwhich have experienced well-publicizedoutages. Not only will data volumes soonoutpace operators’ ability to add capacity, butthe rate of application development, thecreation of services such as mobile TV, andrising consumer expectations mean thatmany network providers simply don’t havethe physical infrastructure to keep pace.Networks and operators are struggling tomanage congestion now and are wonderinghow to reduce it in the future.

A GROWING NEED FOR PRACTICALSOLUTIONSTiered pricing aims to solve the demand sideof the problem. Consumption-based pricingthat takes into account time of day or specificcontent type can reduce congestion whileimproving service levels. Operators couldenable pre-pay subscribers to monitor theirown use of mobile data, while pay-as-you-godata plans could include a variety of time-based options, such as hour-, day- and week-long plans. The resulting incremental revenuefrom users that sign up for a day or week ofmobile data usage may be in the millions per

year. Another option is to provide customerswith custom speed access to their favoriteweb destinations, such as social networkingsites. Ultimately, this type of micro-segmentation is rich with customer serviceand traffic reduction possibilities.Operators can also use some more

straightforward methods to ease the pressureof increasing traffic. Using Wi-Fi for dataoffload is an inexpensive way to unclogwireless pipes and is already being trialed bya number of operators including O2. Plus,data caching can improve performance byreducing replication of data on the network. Signaling traffic—a consequence of always-

on apps like email and stock tickers andFacebook updates—is contributing more andmore to the bandwidth crunch, eroding mobilenetwork capacity by adding further volume toalready overstretched networks. Individually,these network queries don’t account for much,but the popularity of such apps is starting toimpact network performance. Although theissue of signaling traffic has received littleattention, it needs to be addressed. Effectivesolutions lay in more nimble policymanagement and optimization techniques.

LONG-TERM LENSFor the long term, solutions need to movebeyond simply coping with the growingdemand for data to actually benefiting from it.Not only do carriers make minimal use of richcustomer information, but the industry has notrisen to the challenge of profiting from thisresource. Operators need to translate thebehavioral data into actionable insights forthird parties, a solution called mediation. Previously, mediation meant sniffing the data

that goes over a carrier’s network, allowingthem to rate and bill subscribers’ usage of voiceand data. But this is too internally focused. Thenew, externally focused alternative makes senseof the context in which people consume dataand services, and exposes it outwardly (andanonymously) to ad networks and contentproviders, so that all parts of the ecosystem canbenefit from these insights.

OPENWAVE’S APPROACHOperators need to take a complete approach tooptimizing their heaviest content, one that goesway beyond simple compression. Context-awaresolutions use advanced techniques like content-aware compression, pre-fetching, dynamic

content detection and intelligent caching so thatthe optimization and delivery of video is drivenby policy and real-time network conditions. Withintelligence built into the network, operators canlink content optimization to tiered pricing andupsell opportunities. It’s also important that operators deploy

solutions that monitor network traffic anduser behavior to dynamically add intelligence,predictive policy control, and locationawareness across the entire portfolio.

CONCLUSIONThe capacity crunch is an ongoing—and everincreasing—problem for the mobile sector.Operators may be reluctant to invest in asoftware solution because they see it as costlyand disruptive. But without any investment,operators are exposing their current networks(and future hardware investments) to greaterrisks, particularly over the long term. Not onlywill customers be lost through declining end-user experiences, but operators will miss out onimportant revenue generation opportunities. The next year will be crucial to survival,

growth, and success, and I look forward toseeing who embraces the challenge ahead.


OPERATORS MAY BERELUCTANT TO INVEST IN ASOFTWARE SOLUTIONBECAUSE THEY SEE IT ASCOSTLY AND DISRUPTIVE.BUT WITHOUT ANYINVESTMENT, OPERATORSARE EXPOSING THEIRCURRENT NETWORKS (ANDFUTURE HARDWAREINVESTMENTS) TO GREATERRISKS, PARTICULARLY OVERTHE LONG TERM.

MWC11 Daily DAY1_DAY1 06/02/2011 22:12

Mobile Health Live is the online destination for the mobile health ecosystem, combining a

wiki for Mobile Health with an online community and virtual conferencing portal. It provides

the cutting edge research, analysis and thought-leadership needed to provoke innovation and

collaboration in the Mobile Health ecosystem. It is also the place to fi nd meeting spaces and

networking opportunities.

Mobile Health Live – the homepage for the Mobile Health Industry.

Find events around the world

Cutting edge analysis

View past event presentations and videos

Community work space and discussion groups

Network with thought leaders

Mobile health trends

Information exchange

Play a role in the transformation of healthcare through mobile connectivity. Join today at www.mobilehealthlive.org

MWC11 Daily DAY1_DAY1 06/02/2011 22:12

Telkom returns to SouthAfrica’s mobile marketfacing challenges ahead

By Matt Ablott, Senior Editorial Analyst, Wireless Intelligencewww.wirelessintelligence.com

As the incumbent (and market-leading)fixed-line player, Telkom's early effortsin mobile are set to focus on bundling

8ta with its existing fixed-line, broadband anddata services. At the end of its latest financialyear (31 March 2010), Telkom had 4.3 millionfixed-line customers, though this was adecline of 4 percent year-on-year as the firmfelt the effects of fixed-to-mobile substitutionand heightened competition from the likes ofNeotel (an alternative fixed-line player). Totalfixed-line voice traffic fell by 7.2 percent over

the year as a consequence, thoughweaknesses in fixed-line were slightly offsetby rises in broadband customers and datarevenue. Telkom has also operated aWCDMA-based fixed-wireless service called'mobi' since 2008, which had 16,300customers by end-March. At a group level,Telkom was also affected by problems at itsinternational operations (notably MultiLinksin Nigeria), which led to it reporting a 15.2percent drop in EBITDA for the year toZAR9.8 billion (US$1.4 billion) on revenuesof ZAR37 billion, up just 0.7 percent.Despite these challenges, Telkom has

managed to put aside ZAR6 billion (US$880million) to invest in its new mobile networkover the next five years - some of this raisedvia financing and leasing agreements withnetwork suppliers. It plans to build-out anetwork that will comprise 2,000 basestations within the first year. The networkboasts 40 percent population coverage atlaunch, with the remainder covered via a five-year roaming agreement with MTN. It hasstated that the all-IP based transmission andbackhaul network will be 'LTE-ready' forwhen the time comes.Telkom has stated it has no desire to spark

a price war in the South African mobilemarket and its first prepaid tariffs will notradically disrupt the market: calling to fixed-lines is up to 40 percent cheaper than on rivalnetworks (the company claims), but calls toother networks work out slightly higher insome cases. It has, however, wisely scrappedpeak and off-peak periods in a bid to presenta simple flat-rate prepay offering, whichshould appeal to the low end of the market.Unlike most start-ups, Telkom has the

advantage of an established brand and anexisting billing relationship with millions ofcustomers but it must be wary that its newmobile offerings do not quicken the pace ofits fixed-line customer losses. Movingforward, building a state-of-the-art networkfrom scratch will mean Telkom will be wellplaced to support next-generation mobiledata services, though this will be dependenton which high-profile smartphones it canbring to its network. But in a market that isshowing signs of maturity, the operator'starget of capturing a 15 percent share of themarket does appear overly ambitious.Telkom's entry into the mobile market

means that South Africa now has four mobileoperators competing in a market that isalready showing signs of maturity. Accordingto Wireless Intelligence data, mobilepenetration remains above 90 percent, but theSouth African market has contracted over thelast 12 months, slipping below the 50 millionconnections mark in 2010. This was due in partto new regulations introduced in July 2009requiring compulsory SIM card registration forall new and existing subscribers.These trends are most evident at market-

leader Vodacom, which - according to ourestimates - saw its connections base fall by 8percent year-on-year in Q3 2010 as it continuedwith a strategy focused on value rather thanmarket share. At the end of Vodacom's last fiscalyear (31 March 2010), the operator reported anannual 14.5 percent rise in South AfricanEBITDA to ZAR18.6 billion on revenues up 5.7

percent to ZAR50.4 billion - despite reporting a5 percent decline in customer numbers.However, Vodacom managed to grow its morelucrative contract customer base year-on-year,which led to double-digit growth insmartphone penetration and mobile datausage. It now claims a mobile data revenueshare of 58 percent. Vodacom's subscriberdecline has seen second-placed MTN increaseits market share by around 5 percent year-on-year to an estimated 37 percent in Q3 – nodoubt also helped by MTN's high-profilesponsorship of the 2010 FIFA World Cup held inSouth Africa during the summer of 2010.Meanwhile, third-placed Cell C finally

announced in Q3 the rollout of its first 3Gnetworks in a bid to keep pace with its twolarger rivals. The operator is jumping straightto 21Mb/s HSPA+ using 900MHz spectrum,and has switched on the network in severalmajor metro areas, including in PortElizabeth, Bloemfontein, East London andCape Town. The operator expected to cover 34percent of the South African population withHSPA+ by the end of 2010 and is aiming for67 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, reducingthem from a high of ZAR1.25 (peak rate) inNovember 2009 to ZAR0.40 within two years.Although a mobile start-up, Telkom Mobile isdeemed a significant market player becauseof its fixed-line sister business and is expectedto be ordered to comply with the regulations.

South African fixed-line operator Telkom returned to the country's mobilemarket towards the end of last year amid signs that subscriber growth in thesector could be slowing. Telkom has unveiled a new mobile brand called '8ta'offering "prepaid voice and data products from launch" as well as postpaidproducts. Telkom has been looking to launch its own mobile service sincedivesting 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 asmuch as 15 percent of South Africa’s mobile market within five years.

ANALYSIS | SOUTH AFRICA


Wireless Intelligence is thedefinitive source of mobileoperator data, analysis andforecasts, delivering the mostaccurate and complete set ofindustry metrics available. Reliedon by a customer base of over700 of the world's mobileoperators, device vendors,equipment manufacturers andleading financial and consultancyfirms, the data set is the mostscrutinised in the industry. Withover 5 million individual datapoints – updated daily – theservice provides coverage of theperformance of all 940 operatorsand 640 MVNOs across 2,200networks, 55 groups and 225countries worldwide. For furtherinformation please [email protected]

South Africa Mobile Connections Q3 2010

Source: Wireless Intelligence

ConnectionsYoY

Growth %MarketShare %

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


[email protected] +44 7787 126660

MWC11 Daily DAY1_DAY1 06/02/2011 22:12

Your pass to the very best the congress has to offer.

Visit the GSMA Pavilion for big screen keynotes, GSMA projects and initiatives showcase, live presentations and our exclusive members lounge.

Watch Mobile World Live KeynotesFeaturing key visionary speakers and streamed live through the big screen.

Showcasing GSMA initiativesHighlighting GSMA projects and initiative developments PLUS live presentations from our

key experts within the themes of; Mobile Lifestyle, Mobile Planet, Mobile Broadband,

Government and Regulatory Affairs.

Maximise the potential of your businessJoin the voice of the mobile industry through GSMA membership. Visit us to fi nd out more.

GSMA Members LoungeNetwork and relax in our exclusive members lounge with cocktails from 4pm. GSMA members

welcome. Come pick up your VIP lounge pass from the membership team.

PavilionCome to the GSMA Pavilion to make sure

your experience the very best the Mobile World Congress has to offer.

GSMA Pavilion – Hall 8, Stand C1181

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USER EMPATHY | EMPORIA

Eveline Pupeter-Fellner, CEO, Emporia

There is an important differencehowever, between everyone who wants

a mobile phone and everyone whoneeds one. In many ways the easiest workhas already been done. The future will beabout persuading the 25% of the world’spopulation that has yet to embrace mobile ofthe huge benefits that mobile communicationcan bring to their lives.

THE AGE DIVIDE IN MOBILEIf the thought that we are all living longer isenough to make you reach for a glass tocelebrate, it is a sobering realisation thatmost of us will need to live our longer lifesuffering from minor ailments. From theage of 40, the human eye becomes moresensitive to glare, and finds it harder toadapt to strong light. By the same age,hearing has started to deteriorate for bothmen and women, with every other personsuffering from a hearing disorder. From theage of 30 the human skin starts to deteriorate: bones, muscles and jointslose 20% of flexibility. Over time we will allneed to live with and adapt to the impactsof ageing.

The over 60s demographic is one of the mostbroad and diverse in society. It encompasseseveryone from the 85 year old that still enjoys afull active lifestyle, sending calls from thebeaches and the slopes, to the 65 year oldsuffering debilitating illness, for who mobilecommunication is a vital lifeline. Yet anextraordinary number of over 60s – up to half inmost European countries – are not mobileusers at all. Why is it that one of the wealthiestsectors of society, with a need and desire tokeep in contact with friends and family, has sofar proved to be one of the least successfulaudiences for the mobile industry? The reasonis clear and indicates what the industry mustachieve to successfully deliver services for thosein society that have yet to embrace mobilecommunications: far more empathy towardsthe needs and requirements of users whendeveloping mobile products and services.

EMPATHY IN THE PRODUCTDeveloping relevant mobile products andservices to capture hearts and minds isachieved through a painstaking processfocussed on the delivery of a relevant andmeaningful user experience. It means studyingthe hundreds of little differences that can makeit easier for people to adopt and use mobiletechnology. It means challenging ourselves todeliver something that is simpler to use andmore intuitive for everyone in society. OXO Good Grips, now a mainstream kitchen

appliance company, was born from the need tocreate better utensils for people suffering withminor motor issues. Yet the products that Good

Grips created benefitted everyone – becausethey delivered a more effective experience foreveryone – not just people they were createdfor. This practice – considering the needs of adiverse section of society to create betterproducts for all – is known as inclusive designand It relies on high levels of empathic thinking.It is something that the mobile industry needsto embrace in the designs of its handsets,services and applications to deliver a betterexperience for all.

EMPATHY IN THE RETAILENVIRONMENTIt is not only in product design that empathyneeds to be considered. I recently spent timewith a couple in their 70s as they shopped fora mobile. Several of the stores they visitedstruggled to understand their needs andrequirements (or their shock to discover thatthey were being offered a tariff with 500 freetext messages a month!) There has been a tendency to sell phones on

features, not benefits and this will need tochange if the mobile retail environment is tobecomes somewhere everyone feels welcome.Perhaps one of the reasons why half the over60s do not have a mobile phone can beexplained by the retail environment. We like tobuy from people like ourselves. When was thelast time you saw someone over 30 behind thecounter in a mobile phone store?During the last five years, emporia has

trained more than 20,000 senior members ofsociety in Europe how to use mobile phones.Having attended many of these sessions

myself, I can say, without question thatseniors are extremely keen to be part of themobile revolution. Yet faced with a struggle toget the right advice and support, many havedecided not to bother. What has been missing has been a decision

by the industry to engage with seniors ontheir own terms, to take the time to clearlyexplain alien concepts such as SIM cards, textmessages and menu functionality. It simplydefies belief that a generation which has livedthrough technology developments such asthe mass adoption of air travel, computingand the internet should be so poorly servedby the mobile market.

A SIGNIFICANT OPPORTUNITYThe over 60s are the least well representeddemographic in mobile usage yet one of therichest and fastest growing demographics insociety. Whether for reasons of profit or forreasons of social inclusion, it makes real sensefor the mobile industry to be offering seniorsthe red carpet treatment. To do so means arealignment of more than product design. Itmeans creating retail environments, tariffsand marketing that reflect not what youngerpeople think older people want, but listeningto the audience and responding to its needs.The remaining challenge for the mobileindustry is to provide products and servicesthat everyone wants, needs and values. Acloser empathy with all users, regardless ofage, is needed to ensure the industry fulfils itsfull potential, both commercially and withinthe wider society.

This year more than three quartersof the population on Earth will owna mobile. Pretty impressive figuresfor an industry not much more than20 years old. Some observers arguethat everyone who wants a mobilephone in much of the Western worldnow has one.


Why userempathymust drivethe futureof mobilehandsets

MWC11 Daily DAY1_DAY1 10/02/2011 10:33

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 fi nd out more about the Pilot

results and how you can participate in the global fi 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

[email protected]

Join one of our seminars

GSMA Seminar Theatre - Hall 7

Monday 14th February 9.00am-10.30am

Tuesday 15th February 4.30pm-6.00pm

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ANALYSIS | INDONESIA

Fast-growing Indonesian operatorsprepare for LTE rollout


Mobile connections in Indonesia arecurrently growing by around 30percent a year, reaching 197 million

in Q3 2010. Mobile penetration stands at justover 80 percent, suggesting this stronggrowth should continue for the foreseeablefuture. Although Indonesia has eight mobileoperators (as well as three fixed-wirelessoperators and several WiMAX providers), themarket is dominated by three large GSM-based networks, which together account for85 percent of the country's mobileconnections: Telkomsel, Indosat and XL.Telkomsel is the clear market leader with a

46 percent market share and was forecast tosurpass 100 million connections by year-end2010. It is currently the seventh-largestoperator in the world by subscribers.

Telkomsel's customer growth is attributablemainly to its attractively-priced prepaidproducts, 'simPATI' and 'Kartu,' whichhelped the operator add 6.4 million newcustomers in the second-quarter. This markeda recovery from a weak Q1 last year whichsaw it record net additions of just 306,000.However, Telkomsel is also reporting stronggrowth in non-voice (SMS and data) revenue,which grew by 14 percent to IDR6.17 trillion(US$680 million) in Q2 to account for 28percent of operating revenue.Telkomsel already offers 21Mb/s HSPA+ in

Indonesia's main cities and has been triallingLTE since August last year with networkvendor ZTE. Migration to LTE is being co-ordinated with Singapore's SingTel – whichowns 35 percent of Telkomsel – which isworking on a "regionally compatible LTEnetwork" that will cover its APAC footprintacross Singapore, Indonesia, Australia(Optus) and the Philippines (Globe Telecom).Telkomsel has also recently hired TelecomItalia to assist with its '2011-2015 TechnologyPlan,' which will define its networkinfrastructure strategy for the next five years.Second-placed Indosat – which is

majority-owned by Qatar's Qtel – has yet toconfirm LTE migration plans but became oneof the first operators in Asia to upgrade todual-carrier 42/Mb/s HSPA+ last June.However, the operator recorded a 72 percentslump in net profit in Q2, a period that sawits replace its entire senior managementteam. Indosat is in danger of losing itsnumber-two position to Malaysian-ownedXL, which has recorded strong operationaland financial numbers in recent quarters. XLis the strongest of the big three operators interms of 3G with over 19 percent of itscustomer base migrated to the fasternetworks, though connections growthcontinues to be driven by prepaid customers.XL has conducted LTE trials with Ericsson.

Meanwhile, the CDMA-based operatorsare looking to consolidate in order to keeppace with their larger rivals. Smart Telecomand Mobile-8 – which have almost 7million customers between them – haveformed a new joint-venture known asSmartFren that intends to share the sameretail and distribution network and carryout joint marketing (though will stop shortof a full company merger). Similarly, CDMAfixed-wireless operators TelkomFlexi andBakrie Telecom are reportedly seekingregulatory approval for a US$1 billionmerger that will create a new entity witharound 25 million connections, whichwould make it Indonesia's fourth-largestoperator by subscribers.Migration toward LTE in Indonesia is

complicated by a spectrum licensingenvironment that means that almost all thecountry's airwaves are currently used byexisting operators and broadcasters – with nospectrum band deemed to have sufficient freecapacity to successfully support LTE rollout.The regulator has identified 1.8GHz as themost likely band, though this will still requireextensive spectrum re-farming. Otherpossible bands – such as 2.6GHz - run therisk of interfering with existing Pay-TV,satellite and broadcast services, while the broadcasters' move from analogue todigital TV – which would free up the 'digital dividend' 700MHz spectrum – has yetto begin.

Joss Gillet, senior analyst at WirelessIntelligence, believes Indonesia has thepotential to become one of the mobilemarkets to watch with regards to rollout ofLTE services. “We estimate that Indonesiacould account for as much as 11 percent ofthe total LTE connections in the Asia Pacificregion in five years, reaching over 10 millionLTE connections,” he claims. “We expect localoperators to begin LTE network testing in2010/11, leading to possible pre-commerciallaunch (limited in scope) before 2012.However, this best-case scenario is currentlyhampered by regulatory constraints. The localregulator (DG Postel) is investigating themost efficient options to trigger a wave of LTEdeployments – either re-farming spectrum,auctioning additional bandwidth or releasingdigital dividend bands. But lengthynegotiations between telecommunicationand broadcasting authorities and thegovernment could mean it will take at least acouple of years before LTE services getintroduced to consumers.”Gillet adds that regulators in markets such

as Indonesia or New Zealand are aligning theirown timelines against large economies in theregion – notably Australia - to see how theywill repurpose their digital dividend spectrumand learn from best practice. “In the meantime,local mobile operators will continue to educateconsumers about the benefits of mobilebroadband and get ready to migrate to LTEnetworks when the time comes.”

Indonesia was the world's fifth-largest mobile market in the third-quarter lastyear and was on track to surpass 200 million mobile connections before end-2010,according to recent Wireless Intelligence data. The country's main operators arealso revealed to have made good progress in migrating customers to 3G networksand in some cases have already outlined LTE plans. However, Indonesia's prospectsof becoming an early adopter of LTE are currently hampered by spectrumconstraints and other regulatory issues that may take some time to untangle.


Wireless Intelligence is thedefinitive source of mobileoperator data, analysis andforecasts, delivering the mostaccurate and complete set ofindustry metrics available. Reliedon by a customer base of over 700of the world's mobile operators,device vendors, equipmentmanufacturers and leadingfinancial and consultancy firms,the data set is the most scrutinisedin the industry. With over 5 millionindividual data points – updateddaily – the service providescoverage of the performance of all940 operators and 640 MVNOsacross 2,200 networks, 55 groupsand 225 countries worldwide. Forfurther information please [email protected]

Indonesia Mobile Connections Q3 2010


TechnologyConnections

('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

SmartTelecom

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


MWC11 Daily DAY1_DAY1 10/02/2011 10:33

E D C HSingle source. One solution.

MWC11 Daily DAY1_DAY1 13/02/2011 18:39

ANALYSIS | TOP TEN 2011 PREDICTIONS

What willhappen in 2011?

Matt Ablott, Senior Editorial Analyst, Wireless Intelligence

OPERATOR STRATEGIES

OPERATOR M&A TO GO LOCAL, NOT GLOBAL

As we entered 2011, and at the time ofpress, two of the biggest operatorM&A deals from last year –

VimpelCom/Orascom and Eitisalat/Zain –still hung in the balance and could yet cometo nothing. This reflects the fact that there arevery few genuine multinational deals left tomake on this scale that aren't fraught withproblems. Instead, expect operator M&Aactivity in 2011 to happen on a smaller scalewith operators spinning off or merging unitswith local rivals to keep competitive (ashappened with Orange and T-Mobile'sEverything Everywhere JV in the UK lastyear) or offloading minority stakes and 'non-core' assets (Vodafone is one internationalplayer we expect to trim some fat in 2011).Consolidation will therefore take place at anational level – with the overcrowded Indianmobile market certain to see some deals.While 'mega mergers' are unlikely, manylarge operator groups will continue to acquire

assets on a piecemeal basis, with the focusmainly on emerging markets; FranceTelecom, Qtel, MTN and China Mobile areamong the ones to watch in this regard. Inmature markets, we could also see somesignificant trading in spectrum as operatorsjostle to prepare for 4G. This will be evident inthe US where the T-Mobile USA andClearwire/Sprint issues still need to beresolved. (Matt Ablott)

OPERATOR GROUPS CHASE THEEMERGING FRONTIER

Recently emerging markets haveattracted a huge amount of attentionin both the telecom and the financial

worlds due to their high growth rates.However, in 2011 soaring asset prices in theadvanced emerging markets will see thoseoperator groups seeking growth outside oftheir existing mature markets having to lookfurther afield. This will be spurred on bycontinuing low growth in developedmarkets and an increased appetite for risk asthe global economy continues to recover.This will spark a flurry of deals in secondary

emerging markets and the frontier marketsbeyond. Clearly not all of these deals will bea success. As seasoned investors know,assets offering high growth come withhigher risks but also potentially hugerewards. In 2010 Bharti Airtel, a group thatknows a thing or two about emergingmarkets, pulled off a transformationalexpansion by acquiring most of Zain'sAfrican assets. Those operator groups thatare brave enough to follow in 2011 willdefine where they will stand amongst theleading global mobile super players in theyears to come. And who knows, they mayeven learn a few things that they can takeback to increase growth in their moremature markets. (Jon Groves)

MOBILE APPS

NEW BILLING MODELS TOTRANSFORM APPS MARKET

In 2010, the 'app' truly cemented itselfinto daily life, yet serious monetisationremained an elusive buzzword among

developers. 2011 will be the year that in-appadvertising 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 touse but Apple will need to loosen the reinson both the creative and budget constraintsenforced on ad agencies in order to seefaster adoption. Google's AdMobacquisition will ensure it takes the lion'sshare of the market with popular developerssuch as Rovio already on board. That said,paid app distribution on Android Marketwill remain hindered by Google Checkoutand in particular the number of countries inwhich billing is supported. Some ofAndroid's most popular apps such as AngryBirds and Swype gained success throughthird-party distribution or operator-bundling. However, we expect theseshortcomings to be plugged by Amazon andits recently announced Appstore. Amazon’svast experience in selling digital goods, itsmore robust worldwide commerceagreements and optional-DRMrequirements (satisfying open sourcedevelopers) will see it overtake Google'snative store in popularity. (Will Croft)

DEVICES

THE YEAR THAT ANDROID LOSES ITSLUSTRE

Undoubtedly, 2010 was the year ofGoogle's Android platform. WithSamsung shifting ten million units of

its Galaxy S alone, and the platform working itsway through the portfolios of vendors includingHTC, LG Electronics, Motorola and SonyEricsson, Android has cemented its positionamong the tier-one suppliers, and it has alsogained the attention of ambitious upstarts suchas ZTE, and a number of regional focused playerstargeting China and India. But 2011 will see anumber of flies in the Android ointment. The useof the platform in low-cost devices with low-costhardware (both tablets and smartphones) willlead to a poor user experience for first time users.It will become apparent that the current versionof the OS is not well suited to tablets, despite itsuse in these products by a number of vendors.And manufacturers will struggle to differentiateproducts using the OS, leading to a number ofbespoke customisations that will lead tofragmentation for the app developer communityto address. (Steve Costello)

THE TABLET MARKET WILL HAVE ANAVERAGE YEAR

Tablet devices seem to have somethingof a polarising effect. Some observersseem to think they are the saviour of

mobile computing, while others are claimingthey 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 tabletin 2010, driven by Apple's iPad, was astounding.But it is also worth noting that previous attemptsat tablets have failed, and it is currently unclearhow big the market is beyond the earlyadopters. For a specific group of users, the tabletwill prove to be the perfect tool, mixingportability and computing power in an attractivepackage. However, as with the netbook thatpreceded it, many users will find that the tabletjust is not up to any "real" computing use. Andwith the rapid growth of smartphones, manyusers will find that this offers enough computingpower to keep in touch when on the move, butwith far more portability and in a more"personal" form factor. Tablets are a nicheproduct which vendors are attempting to take tothe mainstream. (Steve Costello)

The mobile industry faces a potentially pivotal year in 2011. The first majorcommercial LTE networks are being rolled out and smartphones are poisedto become a genuinely mass market proposition. This is set to be a catalystfor rapid development in areas such as mobile payments, mobile apps andother new next-generation services.

Operators, vendors, content players and regulators will all need to adapt tothis fast-changing environment. Wireless Intelligence and Mobile BusinessBriefing (www.mobilebusinessbriefing.com) will be tracking industrydevelopments as they happen throughout the year. In no particular order,here are our key predictions for how things will unfold in 2011 and the keythemes and trends to look out for.

Jon Groves, Analyst,Wireless Intelligence

Will Croft, Analyst,Wireless Intelligence


Wireless Intelligence is the definitive source of mobile operator data,analysis and forecasts, delivering the most accurate and complete set ofindustry metrics available. Relied on by a customer base of over 700 ofthe world's mobile operators, device vendors, equipment manufacturersand leading financial and consultancy firms, the data set is the mostscrutinised in the industry. With over 5 million individual data points –updated daily – the service provides coverage of the performance of all940 operators and 640 MVNOs across 2,200 networks, 55 groups and 225countries worldwide. For further information please [email protected]


MWC11 Daily DAY1_DAY1 10/02/2011 10:33

TOP TEN 2011 PREDICTIONS| ANALYSIS Steve Costello,Analyst,Wireless Intelligence

NETWORKS & TECHNOLOGY

PRICING MODELS TO LIMIT THE PACEOF LTE ROLLOUT

2011 marks the beginning of LTErollouts worldwide and the start offurther technology migrations. Europe

will lead in terms of network deploymentswith 31 operators expected to commerciallylaunch LTE by year-end, compared to nine inAsia Pacific and six in North America. Allthree regions will account for just over 1million LTE connections each by the end ofthe year, comprising 95 percent of the globaltotal. Pioneering operators will test themarket with innovative LTE data offersbased on tiered pricing - TeliaSonera hasbeen testing LTE pricing segmentation since2009. Pricing will be a critical trend to watchin 2011 since it will indicate how operatorsdifferentiate their mobile broadband servicesand manage the migration from HSPA.Using tiered pricing, operators will initiallytarget high-value consumers with premiumLTE data offers thus limiting initial LTEadoption to early adopters and theenterprise segment with a view togenerating substantial revenues from dataroaming via HSPA/LTE USB dongles.Devices will add to the mix as we expect alltop handset vendors to have at least one LTEhandset ready in their portfolios by year-endwith the Android operating systemdominant. With regards to infrastructurevendors, we expect that Huawei will remainaggressive and secure additional LTEcontracts in Europe, facing strongcompetition from Ericsson. (Joss Gillet)

AFRICA TO SEE TOWERING GROWTH

The offloading of tower assets to third-party passive infrastructurecompanies to manage through

leasing deals is well established in marketssuch as India where it has been driven bylow ARPUs and fierce competition as ameans of improving profitability andextracting value. Africa has yet to seesubstantial tower leasing activity due tooperators' reluctance to share towers withrivals and risk losing their competitiveadvantage. However, last year witnessedseveral operators testing the waters bystriking deals with emerging African towercompanies such as Eaton, Helios, ihs andSWAP, along with established globalplayers including American Tower. 2011 willsee the floodgates open for tower deals inAfrica where the demand for new sitesremains high as extensive network rolloutsaim to satisfy increasing capacityrequirements, 3G network launches andrural expansion. The entry of Bharti Airtelinto Africa in 2010 will accelerate this trendas it looks to transfer its low cost model toits new markets. Rival operators will beforced to act in 2011 by competitivepressures to cut operating costs or riskbeing left with a higher cost base than theircompetitors. (Jon Groves)

NEW SERVICES

NFC WILL TAKE A GREAT LEAPFORWARD, BUT WILL CONTINUE TOFRUSTRATE

Mobile payment services have been"the next big thing" in the industryfor at least a decade, but recent

developments have raised hopes that 2011could finally be the year when m-payments gomainstream. This is due mainly to the raft ofbig industry vendors that have hinted atsupporting the NFC standard in future devices(notably Nokia, RIM and Apple) or have doneso already (Google’s new Nexus S). Operatorsare doing their bit too; three of the four largestUS operators have clubbed together to formthe NFC-based Isis venture, while Orange isplanning to rollout NFC on an unprecedentedscale in Europe later this year. The industry'sbacking of a single mobile payments standard(NFC) is encouraging, but it does notnecessarily mean that a cross-platformsolution will emerge. If the next version of theiPhone does embrace NFC, it’ll be a huge fillipfor the technology – and no doubt great forconsumers – but it is highly unlikely it’ll becompatible with the new NFC-enabled‘Gingerbread’ Android platform. And theecosystem will require substantial buy-in frommerchants and financial institutions to makeit all worthwhile. 2011 will see more

consumers than ever before use their phonesto make payments, but the holy grail of aubiquitous m-payments solution will remainelusive. (Matt Ablott)

MOBILE SOCIAL NETWORKING ANDLBS COME OF AGE

Embedding social- and location-awareness into apps is easier than ever,thanks to robust APIs from the likes of

Twitter, Gowalla and Facebook's ownFacebook Platform. 2010 saw runawaysuccesses in tying these services togetherwith consumer interests - such as the wildlypopular Instagram - adding socio-location tophotography and garnering a million users inten weeks (Twitter itself took two years toreach this milestone). Location-basedservices have long been a poster child of theindustry, but we finally expect local search togain significant traction in 2011, driven (ofcourse) by Google. Its success will arrive onthe back of mobile advertising, which -backed by users' social connections - willoffer the insight ad agencies have desired fordecades. Its influence will also migrate'social' from a bandwagon set oftechnologies to a natural feature for amajority of apps. Finally, and sadly,augmented reality will remain a niche appfocus, but as always, we expect a handful oftruly innovative uses to arise. (Will Croft)

REGULATION

REGULATORS TO RAMP UP EFFORTSAIMED AT INCREASING COMPETITION

As markets mature, regulators aroundthe globe will be watching competitionlevels closely in 2011. We anticipate

that regulatory initiatives will radicallytransform the mobile markets in at least fourAfrican markets this year: Cameroon, Sudan,Malawi and Zimbabwe. Such markets stillhave room for connections growth but areshowing increasing levels of marketconcentration which is limiting competition.We also predict that mobile numberportability (MNP) will affect mobile operatorgrowth in 13 countries around the globe,whilst compulsory SIM card registration willbe introduced in almost as many countries aslast year (six) - mainly in Africa. China is alsolooking to introduce MNP following therecent proposal for a large-scale SIM cardregistration programme. Such initiatives areexpected to boost competition in China -especially in the 3G segment - and breakChina Mobile's dominance. Furthermore, weanticipate that regulators in 13 markets willaward at least one new mobile licence permarket to spur competition. Similarly, marketdynamics will change in South Korea, Braziland Israel as regulators look to introduceMVNOs. (Joss Gillet)

Joss Gillet, Senior Analyst, Wireless Intelligence

2011


MWC11 Daily DAY1_DAY1 10/02/2011 10:34

Developing world accounts for four in every five mobile connections


The research is based on World Bankdefinitions, which divide countriesaccording to gross national income

(GNI) per capita into low-income (US$995 orless), 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 WirelessIntelligence as developing markets.Using this definition, both China and India

are classed as developing economies andtogether account for almost 30 percent (1.5billion) of the world's total mobile connections.The top ten largest developing economies(based on mobile connections) have acombined 2.6 billion connections – over half ofthe global total (see Table 2). By contrast, thetop ten developed economies total less than abillion connections with the USA accountingfor about a third of this total (see Table 3). Thedeveloping economies accounted for seven ofthe top ten largest mobile markets (byconnections) in Q3, the others being the USA(#3), Japan (#8) and Germany (#9). Developingmarkets also accounted for 35 of the top 50largest markets by connections in the quarter,according to our data.Mobile operators with a strong presence in

the developing world are therefore benefitingfrom high levels of subscriber growth.However, they often face challenges inserving low-income customers and generatesignificantly less revenue than their

counterparts in more mature markets. Onehigh-profile example is India's Bharti Airtel,which last year acquired 15 of Zain's Africanmobile networks to become the world'sfourth-largest operator group in terms ofmobile connections. But the group's lowturnover relative to its size - partly due to theeconomics of the low-cost Indian market -placed it at only #12 in our recent mobileoperator group ranking study (level withTelecom Italia).In its home market, Bharti has been a

pioneer in developing an ultra-efficientbusiness model that allows it to operate ontiny margins, largely via the outsourcing ofthe majority of its non-customer facingfunctions. It is now trying to replicate this

model in Africa – where Zain struggled – byoutsourcing IT systems, tower managementand even customer service functions.The outsourcing of tower management is a

particularly significant trend in emergingregions as it will encourage site sharingbetween operators, which will enableoperators to cost-effectively meet coveragerequirements and roll-out services to ruralcustomers. This approach is alreadycommonplace in India and towermanagement firms such as Bharti-Infratel,Helios and Eaton Telecom are now picking upbusiness in Africa as regional operators moveto streamline their operations. In Ghana, forexample, Millicom Ghana (Tigo) hastransferred 750 towers to Helios, while rival

Vodafone Ghana has struck a similarly-sizeddeal with Eaton.Meanwhile, operators such as Bharti are

now looking at rolling-out 3G-based servicesacross their emerging markets in a bid toramp-up revenue from non-voice dataservices. Successful data services in thedeveloping world are likely to take a verydifferent form than in mature markets, focusedin areas such as mobile micropayments – suchas Vodafone/Safaricom's pioneering MPESAservice in Kenya and elsewhere – and mobilehealthcare applications. However, the successof such services will depend on a favourableregulatory environment.In conclusion, our data provides a clear

indication that the developing world willaccount for the vast majority of future mobilesubscriber growth – and could eventuallyaccount for an even greater share of totalconnections considering the low mobilepenetration rate in many of these markets.However, subscriber growth is only part ofthe story, and many emerging marketoperators will need to learn lessons from theircounterparts in mature markets with regardsto building revenue share as well as marketshare. Maintaining a profitable businessmodel in markets that are highly pricesensitive and mainly prepaid – and thereforemore susceptible to churn – can be tricky,though India’s Bharti has shown how it canbe achieved on the thinnest of margins.Indeed, operators planning imminent 3Glaunches in markets such as India will need torepeat the same trick to ensure that new dataservices are correctly marketed and priced(and relevant). Other potential pitfalls for emerging

market operators can include dysfunctionalregulatory regimes (eg: Thailand), tax issuesaffecting equipment imports, and politicalinstabilities. For operators to benefit from thepotential for subscriber growth in thesemarkets they will need to combine economiesof scale with local knowledge and expertise tobuild business models that are able toprofitably deliver mobile services to even thepoorest members of society. Furtherconsolidation in emerging mobile markets islikely to occur as operators chase greaterefficiencies and scale, which should also easepricing pressures in over-crowded mobilemarkets such as India.

The world's developing economiesaccount for almost 80 percent of theworld's total mobile connections,according to recent WirelessIntelligence data. Based on Q3 2010figures, developing markets accountfor 3.98 billion of the world's 5.15billion total connections – almostfour out of every five mobileconnections are now made in thedeveloping world. These markets arealso growing significantly quickerthan the developed world, wheremobile penetration is above 100percent and connections growth isslowing. The developing economiesgrew their mobile subscriber base byover 19 percent year-on-year in Q3,over four times the rate in thedeveloped economies (see Table 1).

Table 1: Mobile Connections by Developed & DevelopingEconomies Q3 2010

Table 2: Top Ten DevelopingEconomies by MobileConnections 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 MarketConnections(millions)

OverallRank

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 DevelopedEconomies by MobileConnections Q3 2010


Rank MarketConnections(millions)

OverallRank

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


MWC11 Daily DAY1_DAY1 10/02/2011 10:34

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MWC11 Daily DAY1_DAY1 10/02/2011 10:34

FEATURE | MOBILE BROADBAND

Mobile Broadband in 2011:Dispelling Myths and Correcting Hype

Michael O’Hara, Chief Marketing Officer for the GSMA

Clearly, there is a huge amount ofexcitement and expectation aroundthe advancement of any technology,

and Mobile Broadband, as the most rapidlydeployed mobile technology ever, is nodifferent. Of course, this type of excitement isoften accompanied by misconceptions thatcan distort the benefits of the technology andcreate confusion for users. With Mobile WorldCongress as the backdrop, we’ll examine someof these issues, and set the record straight.

ARE WE FACING A CAPACITYCRUNCH?As usage of mobile social networking andvideo services soars, doom�mongers areforecasting that mobile networks will becomeoverwhelmed and large numbers of peoplewill be unable to get connected during busyperiods. In fact, this gloomy scenario is veryunlikely to come to pass.While mobile operators were clearly the

victims of their own success with the initialsurge in data traffic in cities such as New Yorkand London, in most places around theworld, mobile networks’ capabilities havekept pace with or even exceeded demand.Deutsche Bank highlighted that in 2010operators globally invested $72 billion inMobile Broadband technology alone, and weexpect that level of investment to continueinto 2011.

Mobile networks are being continuallyupgraded and operators are investing heavily innew Mobile Broadband technologies such asHSPA+ and LTE, which enable speeds that canmatch or exceed fixed-line broadbandconnections. Recent tests by IDG, the media andresearch organisation, of TeliaSonera’s live LTEin Stockholm found that the network deliveredan average downlink speed of 33.4Mbps andaverage uplink speed of 12.7Mbps.

THE IMPACT OF SMARTPHONESPeople love the always-connected feel ofsmartphones, be that social networking statusupdates, the interactivity of turn-by�turnnavigation or simply the ability to be connectedwherever and whenever you choose. Having allthis and more in a device that fits in the palmof your hand is changing the way people leadtheir lives and is fuelling an insatiable demandfor smartphones all around the world.With smartphones sought after by all ages, the

tablet revolution building momentum and thefact that there will be billions of ‘connected’devices as embedded mobile takes off, mobileoperators have some interesting times ahead ofthem. There have already been several highprofile reports of networks becoming overloadeddue to an increase in the number of smartphonesbeing used. What is less acknowledged is the factthat the load smartphones add to a network islargely a result of signalling and not necessarilyfrom high data usage. Heavy smartphone signalling load is

caused by smartphone apps establishing adata connection for a short time, retrievinginformation and then ending the connection.It is a problem, especially when multiple appsare running at the same time, which could bereduced dramatically. A well-implementedconnection and detachment process in asmartphone, known as Fast Dormancy,generates just one quarter of the signallingtraffic of current implementations and has noimpact on the experience for the end user.

In addition to Fast Dormancy, there is also thepotential to better optimise the way smartphoneapps use already-established connections. Asdevelopers are generally far removed fromefficient network utilisation, it is understandablethat most apps aren’t yet designed to make thebest use of a network’s resources. Seeing asreducing the signalling load on a network wouldlead to a better app experience, it is key thatdevelopers are educated in the latest networkoptimisation techniques. Handsetmanufacturers also have a responsibility to aligntheir application platforms with the needs ofdevelopers and operators.

SPECTRUM ALLOCATION FOR MOBILEBROADBANDFor LTE to experience the kind of momentumseen with HSPA, it is critical thatgovernments around the world releasesuitable spectrum in a timely and harmonisedway. If this happens, LTE will generate vasteconomies of scale, enabling cost reductionsfor equipment and handsets, benefitingoperators and their customers. The mobileindustry needs to create a virtuous circle forLTE; increasing scale will enablemanufacturers to offer more affordablehandsets 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 freeingup spectrum in the 700MHz and 800MHzbands creating the so-called ‘digital dividend’.This low frequency spectrum is already beingused for LTE deployments in the U.S. andGermany, for example. Some Europeancountries are also committing to licensedigital dividend spectrum for MobileBroadband services, which would create apotentially large market for LTE devicescompatible with this frequency band. Digital dividend spectrum isn’t the only

band suited to LTE. Spectrum in the 2.6GHzband, which has been identified globally bythe ITU as the ‘3G extension band’, is the idealcomplement to digital dividend spectrum,enabling the most cost-effective nationwidecoverage of Mobile Broadband services acrossboth rural and urban areas. Again, the 2.6GHzband has the potential to become a globallyharmonised spectrum band for LTE ifgovernments and regulators around the worldallocate it for mobile services.

EVOLUTION OF MOBILE BROADBANDIt is important to note that LTE won’t make itspredecessors obsolete. Many operators willcontinue to use HSPA as their primary MobileBroadband technology for years to come. Itwill take time for LTE to enjoy the sameeconomies of scale and the device diversity ofHSPA. Most smartphones today supportHSPA and there are now 341 live HSPAnetworks across 132 countries worldwide.Moreover, HSPA is a highly capabletechnology that can be upgraded to HSPA+,enabling peak speeds of between 21Mbpsand 42Mbps. With additional spectrum,HSPA+ networks could even be configured tohit speeds of 84Mbps. As you can see, the misconceptions are just

that - misconceptions. As Mobile Broadbandis a relatively new technology, there arebound to be questions about what it can andcannot achieve, but the reports to date areoverwhelmingly positive. It’s critical for us asan industry to recognise any issues that doexist, in order to break down possible barriersto deployment and enable widespreadadoption. Clearly, there is much to be gainedthrough the ubiquitous deployment ofMobile Broadband. For some, it will enabletheir first connection to the Internet; forothers, it will enhance how they work, liveand play.

2011 is set to be a bumper year forMobile Broadband. HSPA connectionshave recently surpassed 400 millionand continue to grow at over 17million new connections each month.This year will also be the ‘tippingpoint’ for LTE, the next generationMobile Broadband technology, withWireless Intelligence forecasting 55deployed LTE networks and over 4million connections globally by theend of the year.

IT IS IMPORTANT TO NOTE THAT LTE WON’T MAKE ITSPREDECESSORS OBSOLETE. MANY OPERATORS WILLCONTINUE TO USE HSPA AS THEIR PRIMARY MOBILEBROADBAND TECHNOLOGY FOR YEARS TO COME


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u

MWC11 Daily DAY1_DAY1 10/02/2011 10:34

If it’s embedded, it’s Kontron.

» Get ready to make a lot of people happy. «

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MWC11 Daily DAY1_DAY1 10/02/2011 10:34

EXHIBITOR NEWS

Bytemobile’s UnisonTM SmartCapacity™ platform is backed byover a decade of productdevelopment and networkdeployment experience. TheUnison platform helps operatorsreduce network costs – capex andopex – by improving utilization ofexisting network capacity by 50%.Carriers can now apply:

• Streaming policy control for allaudio and video services -including encrypted streamingcontent - for reduced stallingand increased network efficiency

• High-Definition (HD)optimization for a qualitymobile HD video viewingexperience

• Video caching with adaptiveoptimization to balance networkperformance across viral andlong-tail video content,resulting in faster downloadtimes and significant bandwidthutilization improvements

Visit Bytemobile in Hall 1, [email protected]

MACH, the leading provider ofhub-based mobile communicationsolutions, has announced thelaunch of its Data RoamingEngine, set to overhaul dataroaming tariffs. An industry first,the solution will be launched in Q2of this year and will allow mobilenetwork operators to offer allsubscribers a bespoke set of dataroaming packages. It allowsoperators to offer a full range ofdata services across GSM, WiMAX

or WiFi and CDMA to GSMnetworks, helping them to expandtheir businesses into new globalmarkets. Furthermore, thesolution enables data roaming forpre-paid users, opening up anuntapped revenue stream forMNOs, while improving the end-user experience.

Come and visit us at stand 1H49or contact us via:[email protected]

MACH Data Roaming EngineDelivers a Radical New Approachto Data Roaming Tariffs

The demand for test solutionsfor load and feature testing ofwireless packet switched (PS)networks has grown rapidly inthe past few years. To meet theseneeds, Polystar has developed anew bundled tool supportingmost PS interfaces in one singlesolution.Solver PS Suite is a high-performance test solution for loadand feature testing of wirelesspacket-switched networks. TheSolver PS Suite can simulate both

UTRAN and eUTRAN, and provideload to the PS core network andnetwork elements such as theSGSN, MME and SGW.Testing core networks andnetwork elements has neverbeen this easy and efficient.

Let us show you! Visit us atstand 2E18 or contact us [email protected]

3G Multimode,Multi-BandPowerSmart™PowerPlatformRFMD’s RFRD6460 3G/4Gmulti-band, multimodePowerSmart™ Power Platformtargets smartphones and mobileInternet devices (MIDs) byproviding extensive flexibility andcustomization, “userexperience” focusedperformance with real-timebattery life optimization, and adramatically smaller front endsolution size—all whileaccelerating an OEM’s time tomarket. At the heart of theRFRD6460 is the industry’s firstRF configurable power core,which merges RFMD’s industry-leading VSWR-tolerant,quadrature PA technology withRFMD’s patented powermanagement technology.Although comprised of twoseparate placements--theRF6260 and the RF6560--thesecomponents operate seamlesslyas a highly RF configurablepower core.

Visit www.rfmd.com for moreinformation. To request ameeting with RFMD at MWC,contact us [email protected].

Don’t LetVideoStall YourNetwork

Kontronhardware foreNodeB andLTE designsWireless and femtocellequipment vendors who designeNodeB and LTE network systemson open standard MicroTCAplatforms can significantly reducetheir development time by 12 to 18 months. A key component is the newPacket Processor AMC ModuleAM4211, featuring the OCTEON®II CN6335 MIPS64® 6-coreprocessor from Cavium Networks,which can also populate ATCAblades as a co-processor NetworkInterface Card (NIC).

It supports configurations with3rd-party Digital SignalProcessing (DSP) AMCs, in eithercube or 1U carrier-gradeMicroTCA platforms, IEEE1588 forall IP Network Infrastructures,and MAC and L2-L7 processing upto 15M packets per second (pps).

Get the details from: SvenFreudenfeld, Telecom BusinessDevelopment,[email protected];Mobile +1 514 515 4355.

SEE THE AM4211 AND MORE.BOOTH 2A28, HALL 2.0.

Solver PSSuite – packet-based trafficload generatorin one singletool

Survey Finds Majority of MobileBroadband Users Ready andWilling to Pay for a HigherQuality of ExperienceA new mobile broadbandresearch, commissioned byComptel Corporation, the leadingvendor of dynamic OperationsSupport System (OSS) software,has revealed that 62% ofconsumers are now ready andwilling to pay for a higher qualityof experience (QoE). At the sametime, 61% percent of respondentsindicated that they wantedbespoke service and price plansthat are based on their individualbroadband consumption habits.This is a huge revenueopportunity for communicationservice providers (CSPs).

Comptel offerssolutions thathelp CSPspersonalise thecustomerexperience,including policyand chargingcontrol (PCRF),dynamic SIMmanagement, and provisioning and activation.

For a copy of the researchresults, please visit Comptel(www.comptel.com) at booth#1C06.


MWC11 Daily DAY1_DAY1 10/02/2011 10:34

EXHIBITOR NEWS


BSS / OSS pure player, Alepo,is the first to develop an App foriPhone & Android that allowsusers to easily and dynamicallydetermine their own bandwidthspeed. The app communicatesdirectly with the operator’snetwork to provision real-time,

user-defined QoS. As a value-added service, operators canmonetize the app to amplifyARPU and customer satisfactionby offering Bandwidth onDemand and network priority ata premium.

The app is exclusively availableto mobile operators as part ofAlepo’s LTE packet core solutionsuite, including PCRF, OCS, HSS,OMA DM Server and AAA Server.

For a live product demo, visitAlepo at Booth 2H12.

Alepo Unveils App for DynamicBandwidth Selection

Built on a highly flexible rulesengine and native IMS support, thelatest version of the JinnyMessaging Centre now offersnative support of SIP/IMS devices.Augmenting top-class capabilityin terms of message control, thesolution now includes subscriber-centric personalisation services,embedded targeted advertisingsupport, and proven platformreliability and scalability. The JinnyMessaging Centre delivers aconverged experience betweenSS7 and SIP/IMS messaging.

THE ROUTE TOPROFITABILITY WITHLEGACY NETWORKSAlthough it is part of JinnyMessaging portfolio, the latestJinny SMS Router can be set up as

a stand-alone IP Short MessageGateway, which can help youensure messaging convergencewhile building a bridge betweenlegacy 2G/3G networks and 4G LTEdeployments.The feature-rich built-incapability of the Jinny SMS Routergoes beyond 3GPP-defined IP SMGW capability. It helps the operatorreduce the cost of delivering SMSand maximize the use of a legacymessaging investment. It alsoincludes enhanced messagingsecurity and eases theintroduction of new deployments.

The Jinny SMS Router fullysupports both GSM and CDMAenvironments. Come find outmore at the Jinny stand in Hall 1:1E38.

Jinny MessagingCentre now offersnative support ofSIP/IMS devices

Come talk to the company thathas provided advanced mobiledevice management in the fieldfor the most demandingcustomers in the world—over 500million devices managed—andmore being supported every day. 500 million devices—that is whyMformation® Technologies Inc. isthe leading global provider ofmobile device management(MDM) technology, offering a

complete solution that enablesmobile operators, managedservice providers and enterprisesto remotely manage, support andsecure all types of mobile devicesacross all network types.

Come and see us atMformation’s stand: in Hall 1,Stand A56, or contact us [email protected].

Want to see the future of mobiletoday? NXP Software is showingthe next dimension in mobilemultimedia at this year’s MWC.The demos on its stand (Hall 1,A15) focus on high qualityexperiences and applicationsthat will differentiate tomorrow’sdevices and services. Among thehighlights are LifeVibes softwarefor bringing “no-glasses” 3D tomobile, HD video editing ontouch phones and tablets, and a

demo of audio zoom – audioclose-ups for mobilecamcorders. As NXP Software isworking on Android multimediawith Google, they are offeringunique 30 minute AndroidAcademy sessions, providingtechnical insights and a look athow LifeVibes can help you todifferentiate Android devices.

NXP Softwareshows nextdimensionmultimedia

Join the LifeVibesAndroid Academy @

Hall 1, A15

500 Million Devices…Managed™

SVOX andTeleca launchapplicationenabling usersto use voice tooperate theirphonesSVOX, the specialist in embeddedspeech solutions, and Teleca havejointly developed an Androidapplication that enables users toaccess frequently used phonefeatures using voice control. AtMWC, SVOX and Teleca aredemonstrating how this applicationcan be used for voice dialling andmusic title selection.SVOX and Teleca plan to developthis app, also to be available onadditional platforms, to voice-enable other popular features suchas messaging, navigation systemsand calendar programmes.

During MWC the app can bedownloaded for free fromwww.teleca.com/svoxdemo.Please visit SVOX in Hall 8, atstand 8B79 (Teleca), for moreinformation.

Looking for a powerful, efficientplatform for next generationmobile devices? Excited aboutdeveloping great apps with thelatest mobile technology? It’stime to find out more aboutSamsung's new smartphoneplatform bada!

This official guide takes apractical approach by walking youthrough all the information youneed to start developing greatapplications with Samsung’spowerful and well-abstracted SDK.

Learn how to:• Get a basic app up and running• Work with bada’s native typesand classes

• Create attractive interfaces• Explore bada service-centricfeatures

• Use the code recipes supplied tohelp build your applications

Available to buy now at the Wileybook stand (Hall 2, A100) or visitwww.wiley.com/go/bada

INVITATION TO ADVENTURE

MWC11 Daily DAY1_DAY1 10/02/2011 10:34

EXHIBITOR NEWS

Time-to-marketincreasinglyimportantforoperatorsworld-wideCompetition keeps growing inthe market for communicationservices, and operators mustrespond quickly to capitalize onnew market trends. A short time-to-market for new offerings andcampaigns gives an invaluableadvantage in the competition forsubscribers. It is also important

to have an infrastructure thatallows for simple creation ofadvanced services to targetspecific market segments.Symsoft Online Charging Systemis a product that controls servicedelivery in real-time for all typesof services. Symsoft OnlineCharging System allows

operators to design advancedoffers themselves, shorteningtheir time-to-market andimproving their competitiveposition while maintaining lowtotal cost of ownership.

Meet Symsoft in Hall 8, Stand8C72 or visit www.symsoft.com

RGB’s UniquePlatform EnablesVideo Delivery toAny Device

Vision Objects, the expert indigital writing, announces thelaunch of its new application whichwill turn your iPad or Androidtablet into an interactive virtuallibrary which includes all yourhandwritten notebooks!Available for 30 different writinglanguages, the application allowsyou to create and customize an

unlimited number of notebooks orother documents like sticky notes,in which you can write, draw,search for keywords and convertyour text. You can also insertmultimedia content (audio, videos,maps, links or pictures) and thenexport your creations to yourfavorite community application(Twitter, Facebook) or by e-mail.

To see a live demo, visit us atbooth 2E47

Vision Objects presentsMyScript Notes Mobile

Evolving Systems, the leader indynamic provisioning, activatesits 25 millionth SIM card using itspioneering Dynamic SIMAllocation (DSA) solution. Stackedinto a single pile, these cardswould reach a height of 20km,just under 2½ times that ofEverest. Launched in 2008, DSA hasbeen further developed andsubsequently selected by majormobile operators across Europe,Africa, Asia and North and South

America. Customers include 3UK, Maxis, MTN South Africa,Movistar Mexico and Indosat.DSA is a new way of activatingphones, which removes theinefficiencies of traditional pre-provisioning, avoids costsassociated with inactive SIM cards,and enables operators to offer anenhanced end-user experience.

Meet Evolving Systems athospitality suite 98, Hall 3.1 oremail [email protected]

Evolving SystemsActivates Its 25Millionth SIM Cardwith DSA

Wi-Ex, a leading provider ofconsumer and commercialmobile signal boosters for thehome and office, is showcasingits zBoost European product lineincluding the zBoost-ONE UMTS3G Signal Booster and zBoost forhome and office. zBoost eliminates mobile phonenotspots by increasing the mobilesignal indoors and eliminatingdropped calls. With zBoost,

users can take full advantage ofvoice, data and Internet serviceson their iPhone, Blackberry,DROID, smartphone and otherconnected devices including iPadand tablets including 3G high-speed data and video, instantmessaging, pictures and more athome and in the office.

Visit us at stand 2J29Or at www.Wi-Ex.com/MWC2011

zBoost Your MobilePhone Notspots

Whether you're deliveringvideo to smartphones,tablets, PCs, TVs or all of theabove, RGB Networks canhelp simplify yourdeployment and minimizeongoing operationalheadaches. RGB offers the onlysolution with the capacityand scalability to support thedemands of multi-screenvideo deployments—largeand small. The carrier-classreliability and manageabilityof RGB’s modular VMGplatform, combined with itsintegrated transcoding andad insertion capabilities,provide an ideal solution forthe seamless delivery andmonetization of premiumquality video services.Your subscribers aredemanding video on anydevice. Find out how you candeliver with RGB’s uniqueoffering.

Come visit us at stand#2B101 or contact us atwww.rgbnetworks.com.


MWC11 Daily DAY1_DAY1 10/02/2011 10:34

MWC11 Daily DAY1_DAY1 13/02/2011 12:41

MARKET INSIGHT | EUROPEWireless Intelligence is the definitive source of mobile operator data, analysis and forecasts, delivering the most accurateand 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 mostscrutinised in the industry. With over 5 million individual data points – updated daily – the service provides coverage of theperformance 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)

Q1

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2006

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ARPU (Blended, Euros)Market Penetration

EDITOR: Justin Springham

DEPUTY EDITOR: Matt Ablott

CONTENT EDITOR: Steve Costello

REPORTERS: Ian Channing, Richard Handford, Vaughan O’Grady, Paul Rasmussen, Ian Volans, Ken Wieland

ALL ADVERTISING ENQUIRIES TO:[email protected]

All data sourced from Wireless Intelligence(www.wirelessintelligence.com). Whilst every care has been taken toensure that the data in this publication is accurate, WirelessIntelligence and GSM Media LLC cannot accept and hereby disclaimsany liability to any party to loss or damage caused by errors oremissions resulting from negligence, accident or any other cause.The data in this publication should not be relied upon as the solesource of reference in relation to the subject matter. Data from theWireless Intelligence database was extracted on 1 February 2011 andcontains estimates from the Wireless Intelligence analysts where nodata is published by the respective mobile network operators at thattime. The number of networks includes the number of operatornetworks live in the respective country at the end of Q4 2010 andexcludes any regional splits of countries (eg. India). All data copyright(c) GSM Media LLC and Wireless Intelligence 2011. WirelessIntelligence operates under an Independence Charter. For full details please seewww.wirelessintelligence.com/independence.aspx.

1

2

4

5

36

Russian Federation

SUBSCRIBER CONNECTIONS ............220,557,417YOY GROWTH ................................................5.80%MARKET PENETRATION............................159.68%

1

Germany

SUBSCRIBER CONNECTIONS..........108,662,513YOY GROWTH ........................................-10.36%MARKET PENETRATION........................131.14%

2

United Kingdom

SUBSCRIBER CONNECTIONS............75,301,693YOY GROWTH ..........................................-5.43%MARKET PENETRATION........................123.62%

4

France

SUBSCRIBER CONNECTIONS............60,805,919YOY GROWTH ............................................3.87%MARKET PENETRATION..........................98.30%

Spain

SUBSCRIBER CONNECTIONS............57,022,243YOY GROWTH ............................................4.46%MARKET PENETRATION........................138.30%

6

Italy

SUBSCRIBER CONNECTIONS............90,964,433YOY GROWTH ............................................3.38%MARKET PENETRATION........................155.66%

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 D’Arcy, Maldon, Essex CM9 8TF, UK, email: [email protected]

PRINTED BY:Servicios Gráficas Giesa, BarcelonaWhilst care has been taken to ensure that the data in this publication is accurate, the publishercannot accept and hereby disclaims any liability to any party to loss or damage caused by errors oromissions resulting from negligence, accident or any other cause. All rights reserved. No part of thispublication 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 PublicationAll content © GSM Media LLC 2007-2011. All rights reserved.

In an effort to minimise theenvironmental impact of our events, the GSMA created the MWC GreenInitiatives programme to promotereduced material usage and waste atMobile World Congress. This item isprinted on recycled paper.

MWC11 Daily DAY1_DAY1 10/02/2011 11:46