Global Mobile Value Added Services (VAS)

1
Global Mobile Value Added Services(VAS)

2
The Company

• WapOneline was founded in 1997 in Finland, and
  currently has VAS/Content operations in 17
  countries, with over 50 Wireless Networks.
• CALA office in Miami

3
The Company

• Partnerships with many of the worlds leading
  Wireless companies and Global Entertainment
  Giants.

• AOL Time Warner
• EMI Music
• BMG Music
• SONY Music, etc.

4
What We Do?

• We Increase ARPU
• How
• Open standards turnkey technology
• Fully managed services
• High quality content creation/aggr.
• Marketing statistics and consultancy
• 3rd party provisioning/reconciliation

5
Wireless VAS Evolution

• Level One SMS Capabilities
• Level Two GPRS/1xrtt and WAP
  Capabilities
• Level Three MMS Capabilities
• Level Four Enhanced Audio and Video
  Capabilities

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Wireless VAS Evolution

• Level One SMS Capabilities
• It is important to gradually launch new VAS
  services and give the subscriber a chance to
  first adopt simple Value Added Services and use
  them, and only then introduce more Value Added
  Services with higher complexity levels.

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Wireless VAS Evolution

• Level One SMS Capabilities
• Gradual VAS launch will avoid confusion among
  subscribers.
• It also allows maximum usage volumes on each
  deployed VAS level which in turn will provide the
  best return for the VAS investment for the
  Wireless Operator and select VAS Vendor(s).

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Wireless VAS Evolution

• Level One SMS Capabilities
• Normally, the very first wireless VAS is the SMS.
  
• First there is one-way SMS, which has only the
  capability to receive text message alerts.
• Then it evolves to two-way text messaging that
  allows subscribers to communicate not only via
  voice but also via text messaging.

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Wireless VAS Evolution

• Level One SMS Capabilities
• To make the SMS even more attractive, service
  content providers, SMS Center Vendors and
  Wireless Operators began creating new uses for
  the SMS.
• First though, they had to create a billing
  functionality to monetize the services.
• Monthly subscription charging did not meet the
  expectations it had to be event based billing.
• Thus, SMS billing based on short codes was
  integrated to the SMS Centers and to Operators
  billing systems.
• MO (billing CDR issued when subscriber sends an
  SMS to the short code)
• MT (billing CDR issued when subscriber receives
  an SMS from the application using a certain short
  code) .
• Premium SMS messaging was born.

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Wireless VAS Evolution

• Level One SMS Capabilities
• First data VAS is just text

• Flashing SMS
• Express SMS
• Anonymous SMS
• SMS Alerts Jokes, Sports, etc.
• Turn Based SMS Games
• SMS Chat
• SMS advertising as a by product
• Location based Services Finders, Guides, etc.
• TV and SMS TVchats, TVgames, TVvoting, etc.

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Wireless VAS Evolution

• Level One SMS Capabilities
• Binary SMS Capabilities 2nd VAS
• Binary SMS is actual binary data (instead of
  just text) that transmits files/information in
  binary format from a server side application to
  handset or from handset to handset.

• SMS Ringtones
• SMS Logos
• SMS Picture Messages

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Wireless VAS Evolution

• Level Two WAP Capabilities

• WAP Wireless Application Protocol
• - Mobile Internet Browsing
• WML simple black and white images and text
• WAP2 or XHTML color, images, css and text
• JAVA Applications
• Handsets should be pre-configured or OTA
• More customer involvement

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Wireless VAS Evolution

• Level Two WAP Capabilities

Click for next sound

• Polyphonic Ringtones
• Real Tones
• Color Wallpapers
• Color Logos
• WAP Sites
• JAVA Games

Click here
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Wireless VAS Evolution

• Level Two WAP Capabilities

• Polyphonic Ringtones
• Real Tones
• Color Wallpapers
• Color Logos
• WAP Sites
• JAVA Games

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Wireless VAS Evolution

• Level Three MMS Capabilities

• MMS often follows WAP
• WAP GW needed, hence acquired first
• Can be leased and remotely hosted (CAPEX)
• Pre-configured settings or OTA (as for WAP)
• Very few Operators have actually used the MMS
  functionalities in their offerings to the max.
  Some Operators are happy with simple photo
  messaging.

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Wireless VAS Evolution

• Level Three MMS Capabilities

• MMS Multimedia Messaging Services
• True Multimedia Messages With Sounds, Images
  and Text In A Pre Composed Message or Consumer
  Composed Message.
• Self Shot Short Video Clips (C2C)
• Handset Message Composing (C2C)

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Wireless VAS Evolution

• Level Three MMS Capabilities
• A2C MMS

• Online MMS Composers
• Canned Audio/video Messages
• Weather Maps
• Driving Directions
• MMS Channels News,
• Sports Entertainment

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Wireless VAS Evolution

• Level Four Enhanced Audio and Video

• EDGE / EV-DO / UMTS / W-CDMA
• 3G radio technology that triples the high-speed
  data capacity of GPRS/1xrtt
• Enhanced network elements enabling operators to
  provide high-speed Mobile Internet services.
• The Mobile Internet page loads are finally at
  the enjoyable speeds.
• The connection will stay up long enough to
  actually finish downloading a large 200kb game
  file or to play truly a networked multiplayer
  game.

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Wireless VAS Evolution

• Level Four Enhanced Audio and Video

• Streaming News
• Streaming Sports
• Streaming Music
• Full Song Downloads
• True WEB WAP Portals
• Multiplayer JAVA Games

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Enhanced Services
DATA TRENDS
Mobile Multimedia
Mobile Internet
Value Added Services
Wireless Voice Messaging
Handsets
GSM GPRS EDGE/WCDMA
Network
13kbps 2Mbps
Bandwidth
Time
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VAS Helps Bottomline

• Once any country opens its doors and liberates
  its Telecom Industry for free competition there
  will be pressure from the new Wireless Telecom
  entrants for lower voice pricing and CHURN will
  be introduced to the market.
• Value Added Services can help
• to combat both but it has to be
• done correctly from the start to
• ensure the positive effects.

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VAS helps Bottomline
Operators communicated Competitive Advantage
changes many times over the course of its life
cycle
INNOVATIVE
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Preparing VAS Launch

• So how to go about launching and delivering VAS
  as it is not the Wireless Operators core
  business?
• By selecting quality Content Provider Vendor(s)
  to help.
• And by defining the roles!

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VAS Vendor Selection

• More than one? Start with one.
• Analyze what they are good at, how much relevant
  quality content they have and if they can
  integrate others later.
• VAS marketing know-how.
• Must have proven technology.

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Basic VAS Platform

• Robust message routing (also 3rd party)
• Infrastructure based on open standards
• Store and forward functionality with full message
  logging
• Real-time billing querys to the Operators
  billing system
• Billing Options MT/MO SMS, Wap and STK Billing
  with logs
• Adept performance metrics
• Adept security for connections, logs and hosted
  content
• 24/7 Network and Event Monitoring and Support
• Remote provisioning through a secure web
  interface
• Hosting Facility and Network Redundancy/SLA
• Support for all types of Mobile Files/Content
• Support for the most common connectivity APIs
  SMPP, CIMD2, UCD50, SEMA OIS, SOAP, XML, HTTP(S),
  MM7, MM4

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Basic VAS Platform

• Content catalog display menus for Web,
  Dynamic/Static STK WAP 1.x/2.x
• Intelligent handset recognition and support for
  all required handsets
• Content access control and DRM
• Customizable content categorization and
  localization
• Remote Customer care UI, service rating, and
  content search tools
• Real-time sales/download statistics for marketing
  and for 3rd party reconciliation

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Roles Must Be Chosen
Tasks to Perform for VAS offerings
Service/Content Marketing Involves All Parties
HANDSETS
Entities Performing those Tasks

Different Approaches
Network Operator Does All In-house
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Launch Process

• The integration by Primary Content Provider
• Operator Provides Technical Specifications
• Operator/PCP will allow access for other CPs
• Operator/PCP will assign route a ShortCode for
  CP
• PCP will setup the content platform in its own
  facility
• PCP will test the platform functionality
  internally
• PCP will create the SMSC connection
• PCP Operator will bind and test routing
• PCP and Operator will test content deliveries
• PCP will set-up testing portal(s) for training
  purposes
• Operator personnel will demo internally
• PCP will finalize the design of the portal(s)
• PCPs will integrate the billing
• PCPs and Operator will test the billing
• System is ready for launch!

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Thank YouPlease request a full copy!
Tim Saarela WapOnelineCEO - Americas
Region tim.saarela_at_waponelineusa.com