www.greenpacket.com

STAYING ONESTEP AHEAD

P1 4G

CASE STUDY

P1 4G (P1) is Malaysia’s first WiMAX telecommunications company, the

region’s first large-scale Mobile WiMAX commercial deployment and the

world’s first large-scale 802.16e 2.3GHz WiMAX network deployment

outside of Korea.

Two years after its introduction, P1 was faced with a maturing market

where subscribers have become more sophisticated and demand quality

broadband services. P1 saw an opportunity to differentiate by surpassing

the level of service already available in the country. P1 was determined

that coverage and quality of service would be its unique selling point.

This is why P1 raised the bar with its ‘Super Broadband’ campaign

centered on delivering quality experiences from normal tariff package to

best value mixed packages, passive to proactive customer service and

industry average to best-in-class high performance devices while its

competitors are busy waging a price war.

How adopting quality helped chart P1’s growth

Highlights

P1’s Challenges

• Maximize infrastructure capability

• Reduce customer churn

• Increase user satisfaction & experience level

• Reduce customer call center cost and subscriber

complaints

Greenpacket’s Strength

• Best-in-class performance devices

• Deep understanding of user needs

• Strong WiMAX R&D

How did P1 benefit?

• Increased coverage by an average of 10-20%

• 135% and 88% monthly net active subscriptions

increase since launch of DX and UH devices

• Two-thirds churn reduction

• 47% decrease of customer calls at call center

• Exponential increase of nomadic subscriber growth

01

P1: CHANGING MALAYSIA’S BROADBAND CLIMATE

CASE STUDY

P1’S RACE TO THE SUMMITP1 grew to more than 200,000 subscribers in just two

short years and ready for a new growth stage. The

company believed that they could double their daily net

subscriber adds from 500 to 1,000. However, the real

challenge for P1 to sustain this new growth is to convince

and turn these new subscribers into loyal long-term

customers. P1 decided that improvements in service

quality and end user experiences are the answers.

Underlying challenges lay ahead for P1. High

expectations are set for WiMAX as it is deemed to be the

next generation 4G technology that is able to deliver

consistent, robust and high quality broadband service

and better user experience that is beyond what other

mobile operators in Malaysia could provide. The end-user

experience has to be on par with wireline broadband

service.

P1’s Achilles heel lies in WiMAX’s issues with indoor

coverage. Similar to radio planning in the cellular world,

WiMAX radio planning approach has seen little

divergence from conventional means which means that it

is based on single wall coverage. Single wall coverage

planning allowed P1 to significantly reduce its initial

CAPEX. The tradeoff was that P1 had to recommend

prospect customers to withhold their subscriptions even

when they are within coverage areas as the deliverable

quality of service was deemed unsatisfactory by the

operator.

According to the World Bank, broadband accelerates

economic development. Every 10% increase in

broadband penetration contributes to 1.38% GDP

growth. In Malaysia, mobile broadband communication

can be used in vertical markets like trade and commerce,

education, healthcare, emergency services and

government administration.

The Malaysian government’s issuance of WiMAX license

was a call for change. P1 responded with its introduction

and created landmark changes that contributed positively

to the country’s broadband penetration and sparked a

race to all incumbent wireless and wireless players to

step up in fulfilling the nation’s ICMS 886 ICT plan.

Malaysia was able to achieve its target 50% broadband

penetration ahead of schedule with 53.5% penetration as

of August 2010 but there is still pent up demand for

broadband.

“P1 is committed to delivering a super 4G rich media broadband experience that is affordable and accessible to all Malaysians at home and on-the-go. Being one of the 4G pioneers in South-East Asia and in the world, P1 is today Malaysia’s largest 4G Operator as well as the 4G leader in South-East Asia. P1 is getting stronger, wider and faster by the day,

and it is our mission to play a major role in realizing the nation’s goal of proving broadband for all.”

Michael LaiChief Executive Officer Packet One Networks

CASE STUDY02

P1’s vision to deliver consistent and robust broadband

service steered the operator to adopt a growth strategy

built upon the foundation of delivering quality service and

devices. There was a need for home and mobile devices

with high performance signal quality.

P1 looked towards Greenpacket for a solution and it

came in the form of best-in-class devices in the DX Series

WiMAX Indoor VoIP modem and the UH Series USB High

Gain modem. The devices were introduced by P1 in 2H

2010 during the Super Broadband campaign and it

completely shattered expectations. P1 has a massive hit.

The DX was launched in the month of August 2010 as

part of P1’s home package plan. As a result, the net

active subscriber (subscribers added minus churn)

additions per month rose by a staggering 135%. The UH

saw astounding results as well when it was launched in

November 2010. Net active subscriber additions per

month increased by another 88%, collectively tripling its

net subscriber adds within two quarters.

Additionally, subscriber attrition significantly cut by

two-thirds as indicated by COP (Cooling Off Period)

churn after UH’s introduction. What’s even more amazing

is that it is an average 1 to 2% higher from COP churn

registered for Home Package Plans using fixed devices.

The rest of the COP churn was mostly accounted by

customers who were genuinely outside coverage area.

P1’s customer care centre has reported a 47% reduction

in customer complaints related to low data rate

performance, device connectivity and out of coverage

issues. This drop effectively reduces operational cost

while significantly increases revenue. The ability to deliver

the right customer experience creates customer loyalty

and this is evident with subscribers staying with P1 since

its launch.

Sub

scrip

tion

“Greenpacket’s DX and UH modems delivered astounding results in combating indoor penetration issues inherent to wireless technologies. Since their introduction, P1 is not only seeing lower subscriber CHURN due to happier customers, but is also experiencing a tremendous increase in subscribers as we are now able to

deliver stronger broadband experiences to new customers in cell-edge locations.”

Ti Lian SengVice President of Technology

Packet One Networks

Net Active Subscription

DX Launch

UH Launch

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-

10

Sep-

10

Oct

-10

Nov

-10

Source: Packet 1Figure 1: Increased net subscription as a reflect of new package plan with associated Greenpacket DX & UH Series product launch

GAME CHANGING EXPERIENCES

03CASE STUDY

TACKLING THE ROOT CAUSEField result showed that in real-world usage scenarios,

every single dB increases the cell size by an average of 10

to 20% depending on geographical terrain. This is a

significant increase as the RSSI and CINR improvement

means that users at the cell edge now is able to receive

satisfactory service at better modulation schemes and

thus maximizes the infrastructure investment.

Using broadband in a nomadic and mobile manner is not

something new in Malaysia as wireless broadband

penetration was a reported 3.79% in 2009¹. However, a

large portion is contributed by embedded devices rather

than USB devices. Therefore the mode of utilization is still

very sporadic as satisfaction level and confidence over

the data speeds on mobile based plans (i.e: through USB

dongle) is unsatisfactory due to indoor penetration

losses. This has resulted in operators offering services on

best effort basis to control usage; while on the other

hand, users are expecting DSL-type speed.

P1’s launch of W1GGY has shown tremendous demand

and uptake has increased exponentially with the launch

of UH. This proves that Malaysian broadband users

demand for high quality, robust personal broadband

services. The high performance capabilities of UH

delivered what the users expected.

Customer acquisition cost increases along with higher

quality devices. Nonetheless, P1 has proven that

delivering the right customer experience has a real and

accountable impact that boosts customer loyalty that

leads to long-term returns.

Source: Packet 1 Figure 2: Demand trend for Home & Nomadic service plans

Home

Nomadic

“At P1, we see mobile broadband as the next megatrend. Just like how voice evolved from fixed to mobile, broadband will become increasingly mobile and personal. To that end, we launched our Super WiGGY plans with Green Packet’s UH-235 USB modem in November this year. With stronger and wider P1 4G coverage by the day, the UH-235 USB modem is the ideal

enabler for personal broadband both at home and on-the-go.”

Michael LaiChief Executive Officer Packet One Networks

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-

10

Sep-

10

Oct

-10

Nov

-10

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-

10

Sep-

10

Oct

-10

Nov

-10

04

THE GREENPACKET DIFFERENCEGreenpacket and P1 have been close partners since P1’s

launch. As P1’s sole device vendor, Greenpacket has

been given the valuable opportunity to develop a

top-down understanding in all stages of growth of a

WiMAX network. Both companies moved forward

together in developing solutions that are most suitable to

wireless data network needs. WiMAX devices play an

important role in the subsystem that improves overall

network performance, contrary to the common

perception that WiMAX devices are only tools that extend

connectivity to end users.

Greenpacket’s 2nd generation devices are a result of the

company’s extensive understanding and innovation in

developing products that would not only optimize

network capabilities, but also allow its customers to

differentiate and profit from their infrastructure

investment. P1’s success with the DX and UH are prime

examples.

Senior General ManagerGreenpacket

Kelvin Lee

“Greenpacket’s synergy with P1 has allowed us to create better products based on real-world subscriber and operator needs. Our commitment to P1 as a customer and partner is to deliver only the finest products and support, which echoes the same high

level commitment that P1 has to theirs.”

05CASE STUDY

“DX TOWER” - Perfect synergy of Wireless technologies

The DX or “Tower” is the first data and voice enabled

WiMAX WiFi IAD that supports WiFi 802.11n in the

market. By using WiFi 802.11n which is up to 15 times

faster in performance compared to 802.11g, the DX is

able to extend best quality wireless coverage both

indoors and outdoors. Coverage is extended by 10 times

with quality of service (QoS) enhancements, users get to

enjoy true mobile wireless freedom and with the highest

performance.

The DX can be placed near the window where the WiMAX

signal is strongest and use the stronger, wider and faster

WiFi coverage within its indoor premises making it

suitable to be used in home, SME or SOHO as it gives the

best in class service.

P1 is able to package the DX as part of its premium home

as well as enterprise plans on a common device due to

the performance capabilities that satisfy both market

segments. In a long run, saving P1 the operational cost

and technical effort required to manage multiple device

platforms.

UH or “Shuttle” is the world’s first high gain USB modem

that supports both fixed and nomadic WiMAX.

Incorporating one of the most advanced antenna

designs, the UH sets new standards for ease-of-use,

performance and quality, both indoors and outdoors. It

allows the user to engage the device in numerous

configurations to get the best signal quality as it combats

all the legacy limitations of conventional USB modems

from absorption losses, shielding losses,

non-line-of-sight (NLOS) and unable to get the best

emitted radiation pattern.

The UH’s features and aesthetic design has captured

P1’s users as being both practical and unique. Demand

for the UH is higher than normal USB modems and

customer feedback has been positive.

OutdoorIndoor

“UH SHUTTLE” – Performance in Versatility

On the move

Shuttle’s versatility gives it an edge-it can be used anywhere, anytime, indoors and on the move

06CASE STUDY

Common Advantages of DX & UH

High Gain Omni AntennaAll of Greenpacket’s 2nd generation devices are designed

with high-gain Omni antenna. Both the DX and UH have

5dBi gain that ensures WiMAX signals are strong,

compensating indoor penetration loss.

Omni antenna radiates and receives WiMAX signals from

any direction, allowing great flexibility in modem

placement. This gives users ultimate flexibility in where

they want to place their modems.

Smart Signal TransmissionDX implements 2Tx and 2Rx. Transmitting with both

antennas effectively creates diversity that guarantees

increase signal strength for an improved uplink

performance of up to twice the coverage area and

capacity.

UH implements automatic selection of the best antenna

to improve signal strength for better uplink performance.

It is the design of the UH that enables this diversity to be

effective as minimum distance between the two antenna

are required to create transmit diversity.

World-class WiMAX R&DBesides our global presence that extends over nine

offices around the world, P1 was impressed with

Greenpacket’s world-class design efforts globally,

particularly Greenpacket’s Taiwan R&D Center.

This center is dedicated to advancements in the WiMAX

field where a team of WiMAX specialists engage in

consistent research, development and design activities to

provide state-of-the-art WiMAX modems with unrivaled

performance and quality.

High Transmission PowerThe DX and UH enjoy better signal quality even while

indoors with 25dBm transmit power. For the DX, the 2Tx

gives it an equivalent performance similar to 28dBm while

the UH has the best-in-class transmit power in a USB

form factor, resulting in better uplink performance to

combat the de-facto limitation of WiMAX.

A winning partnershipGreen Packet’s relationship with P1 is developed on a long-term strategic partnership. This is demonstrated via our

commitment to continuously provide new and innovative solutions that supports P1’s vision.

If you would like to obtain more information on how you can improve your mobile broadband experience, please

contact us at marketing.gp@greenpacket.com