CPA WAP The Perspectives of WAP Services in Ukraine

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CPA WAPThe Perspectives of WAP Services in
Ukraine
22/01/2007
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WAP services Development in Kyivstar
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Current usage of WAP sites

• Creation of Content storage
• Creation of informational portals to support
  Companys image
• Creation of trade points to sell for Mobile
  Content

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Review of WAP Ukrainian market (2)
Statistics
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Review of WAP Ukrainian market (3)
TOP 20 WAP sites
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Review of WAP Ukrainian market (4)

• This slide shows the average amount of traffic
  downloaded in one session. Here we can see that
  in most cases the subscriber downloads only 2-3
  Kbytes

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Reasons holding back WAP development

• Low profitability for Content Providers
• Lack of development and low quality of WAP sites
• Lack of innovative ideas and services in WAP
• Low WAP penetration among Operators subscribers
• Need for correct WAP settings for mobile phones

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Subscribers perception of WAP advertising

• Response Rate upon advertising of SMS services
  via SMS distributions 3 5
• Response Rate upon advertising of Voice services
  via SMS distributions 6 8
• Response Rate upon advertising of WAP services
  via SMS distributions 12 15
• Response Rate upon advertising of WAP services
  via MMS distributions 25 30

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Kyivstars activity for development WAP market
of Ukraine

• CPA WAP new program of WAP development for
  Kyivstar Content Providers and Content
  Aggregators
• Program oriented mostly for cooperation with
  Aggregators
• Revenue for Aggregators
• Phase 1 Revenue sharing from WAP Traffic
• Phase 2 Revenue sharing from sales of
  Content via
• WAP
• Phase 3 Revenue sharing from Premium WAP
  Traffic

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Common Conditions of Cooperation
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Revenue Sharing for WAP traffic

• 50/50 for all off-brand WAP sites
• 60 (Kyivstar) 40 (Aggregator) for Kyivstar
  branded WAP sites
• (Kyivstar is responsible for advertising)
• 60 (Kyivstar) 40 (Aggregator) for
  internationally hosting WAP sites
• Minimum Aggregators traffic is 5 GB per month

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Revenue sharing from Sales of Content via WAP

• How it works

• Necessity to develop the special technical
  program to cooperate with Kyivstar (CPA v.2.0.
  protocol)

• Revenue sharing
• 70 (Aggregator) 30 (Kyivstar) for all types
  of Content for any price categories

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Example
- Billing, WAP Push message -
1. The phone receives a teaser from a news
service ordered by subscriber
2. User accepts to access the service by clicking
on continue. This hyperlink points to the url
of the service. Cost of service is UAH 5,-
3. The phone connects to the WAP site of Content
Provider
4. The Phone downloads the wap page
5. The user can now view the WAP pages containing
premium content, and may choose content of
interest
6. He may for example wish to look at the pictures
7. Content provider offers services via CPA WAP.
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Revenue sharing from Premium WAP Traffic

• Coming soon..
• Ability to download any Content from external WAP
  sites without MT SMS
• Ability to set up any tariff per Megabyte for any
  URL

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Content Provider opportunities with WAP solutions

• Creation of free of charge Content
• Examples
• One WAP site with downloadable thematic
  Content/Logotypes Melodies with small
  advertising. Generate more than 20 GB
• Creation of profitable informative and
  entertainment portals

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CPA WAP Forecast
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Next steps

• WAP Services are available only on off-portals
• Cooperation with Kyivstar in CPA project is
  available only via
• Content Aggregators
• Point Com
• Jump
• Inform Mobile
• i-Free
• Iricom
• Mobile Answers

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Thank you for your attention!