Carolan Lennon Marketing Director, Vodafone Ireland

1
Carolan LennonMarketing Director, Vodafone
Ireland
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TIF - Mobility and Convergence19 October
2006Carolan LennonMarketing Director, Vodafone
Ireland
3
Pace of change in mobile and telecoms is
accelerating

• Technology
• 3G
• VoIP
• WiFi/ WiMAX
• DSL
• NGN

TECHNOLOGY

• Customers
• Growing choice of services
• Value and simplicity
• Managed services
• Converged offerings

MOBILE INDUSTRY
CUSTOMERS
COMPETITORS

• Competitors
• Aggressive competition
• Consolidation
• New owners
• MVNO

• Regulation
• Termination rates
• Roaming regulation
• New Legislation

REGULATION
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Customers can now communicate in many different
ways
More services VoIP, IM, Blogging
More devices basic phones, cameraphones, music
phones, 3G devices
More places At Home, At Office, hotspots,
mobile
More mobile applications Push Email, SFA
More access technologies DSL, WiFi
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We have been driving fixed to mobile voice
substitution numerous propositions
Focused usage stimulation campaigns across
segments
Large bundles any network
Minute bundles
Unlimited on-net for fixed fee
On-net offers
Max rate offers
Stop the Clock
Passport, All Ireland Tariff
Roaming
Communities
Families, Ethnic, Businesses
Wireless Office
Business based
Use Vodafone Everyday
1 As at 30 June 2006 2 As at 19 September 2006
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The result is today in Ireland over 50 of voice
minutes originate or terminate on a mobile network
50.3 Mobile originating and Terminating minutes
Source ComReg Quarterly results Jun 06
Source ComReg June 2006
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Mobility services does have proven economic impact

• Recent attempts to measure the US impact of
  mobility reveal a material GDP uplift

AFFIRMING THE MOBILITY QUOTIENT HOW WIRELESS
CONNECTIVITY AND SERVICES ARE SHAPING WORKER
PRODUCTIVITY Cisco Systems, February 2005
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There are a number of situations when mWorking
tools are beneficial
13
7
36
5
9
19
16
28
38
Base All respondents Source Vodafone mWorking
Futures Survey 2005
Source dti Amarach
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The main benefits of mWorking from an employers
perspective
Base All respondents Source Vodafone mWorking
Futures Survey, mWorkers
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Vodafone have a mobile centric view of convergence

• We see mobility as the key component delivering
  major consumer and economic benefits
• We see convergence as a consequence of technology
  and consumer trends
• Our customers are telling us they see mobility as
  core to their converged requirements
• We plan to deliver on a mobile centric converged
  vision termed Mobile Plus

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Vodafones Mobile Plus strategy has been unveiled

Phase I Fixed Mobile Substitution (FMS)
Vodafone Germany (Zuhause)
A wide array of technologies

• Vodafone At Home
• Vodafone Office

3G HSDPA WiFi
Phase II FMS DSL/HSDPA
Vodafone Italy (Casa with Fastweb)

• Straight bundling
• Asset light / wholesale

IP
DSL
Phase III Total Communications Solution

• WiFi
• VoIP
• Software enabled products

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Triple-play with Mobile Plus
Increasing value tothe customer
On top Vodafone broadbanddata
On top Vodafonehomezone voice
Vodafonemobile offerings
Complete offer with mobile, fixed line and
internet
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HSDPA enabling wireless broadband
Now launched in 15 markets
2G
3G/ WCDMA
3G Broadband/ HSDPA
HSUPA/ HSDPA evolution
Around 70 coverage
Reaching 3G coverage levels by early 2007
From 2007 onwards
Near 100 coverage
Enabling real productivity gains
Initial focus on business customers Built-in 3G
broadband partnerships with laptop manufacturers
(Acer, HP, Dell, Lenovo) Expanding range of
HSDPA handset now available
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Our 3G broadband network

• Soon to launch 3G broadband network
• Mobile data speeds up to 1.2 Mbps
• Advanced trials with our strategic partner, DELL
  Ireland
• 4 x increase in Data speeds
  no increase in price
• New range of easy to use terminal devices
• Expanding coverage footprint

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Summary The role of mobile in convergence
Becoming the primary platform for voice
communications

Delivering on the key need of mWorking

Providing a broadband capability via 3G with
HSDPAbut complementing with DSL where necessary

Integrating services in a way which meets
customers needs
Mobile at the heart of the new convergence
paradigm