DVBH Overview

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DVB-H Overview
13th April 2007 RomeAlessandro
FlorisMobile Tv Director 3 Italia
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AGENDA

• Editorial and Advertising
• Pricing
• Customer analysis and usage

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- A Media Company in the Italian market

• 3 Italia is a Mobile Media Company providing
  its clients with
• Digital Mobile TV service
• A wide range of contents (music, games, news,
  etc.)
• Videocommunication services
• Fast mobile access to the Internet
• Traditional mobile telephony services
• 3 Italia is the leader in Italy in the Digital
  Mobile TV (DVB-H) and Mobile telecommunication
  (UMTS) sectors, with more than 7.2 million
  customers (March 2007), of which more than 400K
  DVB-H customers (March 2007)

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AGENDA

• Editorial and Advertising
• Pricing
• Customer analysis and usage

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DVB-H LAUNCH OFFER
La3 Live La3 Sport
- 3 Italia Channels
- Public channels
RAI 1, RAI2
- Mediaset channels
Mediaset

• Sky Italia channels

SKY Sport SKY Vivo SKY Cinema SKY TG24
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Present DVB-H OFFER STRUCTURE
Free channel
Basic Package (9 channels soccer)

Soccer channels

• Pay TV long term tariff plan (flat fee) or pay
  per subscription

Premium package 1
Premium package 2
Premium package 3
BOING switched off for the duration of the
reality show Grande Fratello 7
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The first DVB-H channel in the world on air
since June 5th 2006

• Free channel
• Live 16 hours, 7 days per week
• 20 3-jay chosen from contact centers
• Studios within 3 headquarter (Milan)

an innovative way in the future to influence
customers behavior!
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A new approach to major sport events on air
since June 9th 2006

• La3 home made live programs by top sport TV
  presenter
• Il Mondiale in tasca
• Tutti i gol minuto per minuto
• Champions night
• All MotoGP events live
• Innovative programs based on user-generated
  contents

...blending tradition with innovation
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The first Italian user generated TV program on

• The fans are the program stars with opinions,
  curiosities, jokes, songs, fake commentary from
  the stadium.

• Maximum interactivity and customers
  participation
• The largest Italian vloggers videocommunity
  (500, fast growing)
• Download (pay for services) of videomessages from
  Pianeta 3 M-Site La3 TV
• Videomessages sent by La3 customers

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GF7

• The most popular Italian reality show

Content
Description
Dedicated Channel

• GF7 live
•  

• Live h24, 7/7 from18/01to19/04

• Prime time
• Day time

• Studio show presented by Alessia Marcuzzi every
  Thursday at 2100 (start on 18/1)
• 30 Daily strip from mon. to sat. at 1815
• Repeats the following day at 200 and 1230

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ADVERTISING EXPERIENCE
During FIFA World Cup - La3 Sport
Post FIFA World Cup La3 Sport, La3 Live
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AGENDA

• Editorial and Advertising
• Pricing
• Customer analysis and usage

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DVB-H TARIFF PLAN AT LAUNCH TuaTV

• Another world innovation

ALL CALLS ON-NET VIDEOCALLS
TV
DATA
PLANET 3
FEE
60 min/dayat 0 cents
1 GB/ month
Area Club
DVB-H
29/month
49/month
Set up fee c 15
Under 3 network coverage
Under 3 network coverage
Only Basic package
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DVB-H FOR NON- POSTPAID SUBSCRIBERS

• Subscriptions pay per use

From November 06
Launch
From September 06
Basic package
Playboy/Penthouse
GF7

• 3
• 12
• 29
• 99

1 day of TV 1 week of TV 1 month of TV 6 months
of TV

• 3
• 9
• 19

• 2
• 9
• 19
• 59

• 2
• 9
• 19
• 59

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3
3 months from 14/04/07
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Available to all DVB-H customers with any tariff
plan
The basic package includes La3 Sport, Sky
Cinema e Sky Calcio, Rai channels, il meglio di
Mediaset, Boing and All Music. La3 Live is a
free channel
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AGENDA

• Editorial and Advertising
• Pricing
• Customer analysis and usage

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HIGHLIGHTS

• New usage habits more than 80 outdoor usage and
  new peak times during lunch break and before
  dinner
• Sport is the leading content both in terms of
  penetration and viewing time
• High levels of customers satisfaction for the two
  in-house produced channels La3 Live and La3 Sport
  and the two DVB-H handsets
• High value customers compared to market average

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USAGE LOCATIONS OUTDOOR DETAIL

• Almost 80 of customers watch TV outside

• Outdoor usage is mainly at work and during
  commuting/travelling

Top 3 usage locations

• At Work

• Walking around

• Travelling

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CUSTOMER SATISFACTION
La3Channels Customer Satisfaction level
Handsets Customer Satisfaction level
Source Eurisko
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CUSTOMER VALUE

• The ARPU of a new mobile TV customer is 60
  higher than market average

ARPU Comparison
Index 100 Average Market ARPU
160
100
Market average
TV customer
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Back-up
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3 NEW POSTPAID PLANS
Target
Concept
Competitive tariff plan with 0 monthly fee
Pay per use
Unique tariff plan with TV included and 0 for
national and international Zone1 calls
Semi - flat
All-inclusive tariff plan, with all-you-can-eat
proposition and no setup charge
All inclusive
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POSTPAID PLANS NEW ZERO PROPOSITION
Zero3
Zero5
Zero7
One minute billing
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USAGE PENETRATION /DURATION of TV SESSION
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Avg. duration of TV session (min)
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7 Days penetration ()