MIG China Limited

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MIG China Limited

• GDC Mobile
• March 25-26, 2004

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Agenda

• The Chinese Wireless Market
• JAVA and BREW in China
• Basic Facts
• The Deck
• How It Works
• Setting Expectations
• Benefits of Working Closely with Operators

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China
CHINA Population 1.2B Mobile Subscribers 270M Mo
bile Carriers 4 Mobile Technologies GSM, CDMA,
PHS 3G licence Issuance End of 2004
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Background of China Telco

• China Telecom formed in 2002 after split of
  former China Telecom (South Region)
• 2002 subscriber base of 130 M fixed line
• 24 M internet users
• CTC operates in 21 provinces

• China Unicom formed in 1994 to break up monopoly
  by China Telecom
• Services include wireless, VOIP, toll, internet
• 2002 subscriber base of 63.2 Million (11M CDMA)

• China Mobile (CMCC) spun off from China Telecom
  in 2000
• Wireless services on GSM GPRS
• 2002 subscriber base of 140 Million
• China Mobile employs 114,000 staffs

• China Netcom formed in 2002 after split of former
  China Telecom (North Region)
• 2002 subscriber base of 78 M fixed line
• CTC operates in 10 provinces

Full mobile licensees
PHS networks in Urban areas
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China Mobile Subscriber Growth
Forecast
Subscribers in Millions
Over 4 million new subscribers per month, But
ARPU is declining
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Basic Facts

• CMCC started Java billing on 17/9
• 7m Java handsets at the end of 2003
• Most popular contents are action, RPG, sports and
  board games
• Branded games such as Spiderman and Charlies
  Angels are top hits
• Local contents and brands are important

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The Deck

• 900 titles
• The Deck
• New stars
• Hot List
• Entertainment
• Treasure Box (Action, sports, RPG, etc.)
• Special Promotions
• Enterprise/Commerce

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How It Works

• Submit new titles on the 24th of each month
• Presentation to the operators
• Approval
• Testing
• Set Price
• Launch

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Setting Expectations

• Not all applications get approved
• Pricing
• First week free
• Operator add-ons
• Exclusivity
• Payment

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Benefits of Working Closely With Operators

• Tapping into the operator user base through
• WAP Push
• WAP
• Carrier store promotion
• Bundled into operator promotions (i.e. embed
  application in handset)
• Good deck position
• More applications on deck
• Influencing the game rules

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Case Study China Java Game
Operator
Deck
Java Portal
China Mobile
Media
Gamespot
GameStar
Print Reviews
Online
Developer Morpheme
Banner Campaign
MIG Portal
Web Reviews
Road show
Catalog
Posters
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• Thank You!
• Xin Wang
• 86-13901068570
• wang.xin_at_mig.com.cn