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Page 1 mmCHANNEL Informa ME MVNO conference Apri 2009 mmCHANNEL
Confidential Document
May you require more information, please refer to : Cristobal Alonso, Chief Commercial Officer
[email protected] Headquarters/Southern Europe/Latam +34607 271961
Middle East +971 559 32858
Luis Sisamón Middle East Head
Dubai +971 50 451 1829 [email protected]
mmCHANNELMul,mediaMobileChannel
“EnablingtheDigitalMul/mediaExperience”
DrivingMVNOdifferen,a,onandrevenuesthroughVASApril2009
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• SeveralMVNOsareabouttoenterseveral
mobilemarketsintheMENAregionand
aspiretobecomeanimportantregional
marketshaker(“Theconquest”)
• Althoughitsvalueproposi,onwillcontain
anaLrac,vevoiceandmessagingoffer,it
needstosoon3rdpartyandbrandedentertainmentoffering
• Next‐genera,onservicescouldbecomea
keydifferen,atorintheregion(asVASare
veryfarbehindbothintermsofMNOsand
thirdpartyofferings)
• mmCHANNEListheidealpartnerto
provideanallencompassingcontent
servicestothemobileandthePC.
Theconqueststartsatthearrivaltothebeach(Thelaunch)buttherewillbemanyba@lesandyouwillneedtherightweaponstosurviveandwin
Page 3 mmCHANNEL Informa ME MVNO conference Apri 2009 mmCHANNEL
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Agenda
mmCHANNELshortintro
ExamplesofMVNOsusingVAStosegmentandgaindifferen,a,on
Theopportunityingrowthmarkets
ThechallengesofmanagingVASandmul,mediaproposi,ons
Summary
Page 4 mmCHANNEL Informa ME MVNO conference Apri 2009 mmCHANNEL
Confidential Document
Just3veryquickslidestosetthescene
Noworriesthisisnotgoingtobeacompanyproductpresenta,on
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mmCHANNELincorporated
VCInvestmentFirstRound
mmPLAY1stRelease
1stInterna,onalCustomer
mmCGroupFormed
2001 2002 2003 2004 2005 2006 2007 2008 20102009
Employees
NewR&DCentre
35
mmConnect1stRelease
8‐10customers
4customers
20customers
mmPLAY2ndRelease
mmPLAY3rdRelease
mmPLAY4thRelease
mmPLAY5thRelease
mmCHANNELisaprovencompany,withsixyearsinthemarketplaceandawellfundedexpansionplanthatisallowingmoreandmoreinterna/onalpres/ge.
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mmCHANNELenablesaninnova/vevisionthatspanstheworldofmediaanddigitalentertainment
Music.Allformats
Games
Video
Infotainment
ImagesMarke,ngMessages
Events
Subscrip,ons
Recommend
Adver,se Communi,es
UGC
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Confidential Document
Capabletofullyoutsourcedend‐to‐endVASsolu/oncapableofservingunderoneplaMormnotonlytheini/albrandorcountrybutfurtheronesnoworinthefuture
MVNO
Brand/CountryB … BrandX
Approachdescrip,on
Country customization and O&M
Country customization and O&M
VAS service delivery platform VAS Marketing & Content management services
2
1
• …providinginnova,veVASservices(music,video,games,infotainment,etc),andassumingallcontentmanagementrelated
2
• …whilegivingasegment/brand/countrycustomiza,onandaqualityO&MservicetoensureatopuserexperiencetoMVNO’sclients
33
1
2
• mmCprovidesacompleteoutsourcedSMS/MMS/WAPinterconnec,ontolocalthirdpar,es
3
3rd party interconnection platform 1
Brand/CountryA
Page 8 mmCHANNEL Informa ME MVNO conference Apri 2009 mmCHANNEL
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Agenda
MVNOExamplesusingVAStosegment&gaindifferen,a,on
Page 9 mmCHANNEL Informa ME MVNO conference Apri 2009 mmCHANNEL
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ThereareverygoodexamplesofMVNOswhomanagetoexecuteana@rac/vebutclearandtargetedVASofferingcombineandenhancingtheiroffer
MobilkinginPolanddidusecontentaskeyelementoftheircoreofferandakeydifferen,a,onpillar
MOBILKINGisabrandspecificallydesignedtoappealtomentargetgroup–itisassociatedwithsports,funandrelax.
Page 10 mmCHANNEL Informa ME MVNO conference Apri 2009 mmCHANNEL
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Beingakeycomponentontheirsuccess
MOBILKINGbecamethe
largestMVNOinPolandjust
3monthsaneritslaunchin
Poland.Currently,thereare
over150000customers
usingtheservice
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Spainwentfrom4MNOs(agroupoffriends)andnoMVNOtomorethan30MVNOsinthemarket(verycrowedsummerparty)
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…withmanybrandsinthemarketwherelowcostpricingseemedtobethebigclaimtoacquirecustomers
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Confidential Document
Simyohitthemarketdifferently–geVngtherightpricebutcomplementedwithana@rac/vemobileinternetoffer(bothaccessandmul/mediaproposi/on)
ATTRACTIVESIMPLEANDCHEAPPRICING
ATTRACTIVE,SIMPLEANDCHEAPMOBILEINTERNETPROPOSITION
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Andthemarketisgivingnotonlyacustomervolumerecogni/onbutalsobrandingandinnova/onrecogni/on(seVngthepathforthefuture)
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Agenda
Theopportunity
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• GCCsocie,esarestructuredinthreemaingroups(locals,
westernersandLabourers
• MostcurrentTelcoMNOofferingsarefocusedonthelocalsand
westerners
• Theverytradi,onalmindsetofthesesocie,esmakesveryhard
toaddressallthesegroupssimultaneously
TheGCCcountrieshaveoneofthemosthierarchicalsocialstructuresandthisisreflectedinthebusinessprac/cesoftelcooperators
WeconsideroneimportantopportunitytoaddressthosesegmentswithmarketofferswithaheavyVASfocushavinga
largepoten,altojus,fytheeffortinvolvedthroughMVNObrands
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37%ofthe35millioninhabitantsoftheGCCcountriesareforeignworkersandcomingfromcountrieswithastrongVAScultureinsomecases
Total immigration: approximately 13,500,000
Source: Human Rights Watch Note: does not include Western Expatriates
Country of origin for foreign labourers
Thispopula,onhastheirmobilephoneasthemainandinmanycasesonlyentertainmentdeviceandtouchpointwiththeirlocalculture
Page 18 mmCHANNEL Informa ME MVNO conference Apri 2009 mmCHANNEL
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And>45%ofthepopula/onis25orbelow,crea/ngtherightaudienceforentertainmentproposi/ons
Pyramid Population – Examples Riyadh City and Oman
Thispopula,onhastheirmobilephoneasthemaininternetaccessdevice,soeithertheserviceproviderenablesservicesortheywillfindthemsomewhereelse
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AnotheropportunityerasesasMVNOsusetheWEBchannelasamuchmorepowerfuldistribu/onchannelandenablesforWeb2Mobileproposi/ons…
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…openingthedoorforadver/singbasedcontentlikeadvergamingproposi/ons
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AndUGCapplica/ons(focusedandinmanycaseswithcampaignorienta/ons)couldgivetheMVNOanedgethatoperatorswilltrytofindhardtomatch…
Genera,ngalsos,ckinessandasenseofcommunity(verycheaply)
• MoVidienablesusersofmul,mediaphonestopostand
watchvideoclipswithouttheneedtoinstallspecial
sonwareortools.
• Theservicerunsonawiderangeofmobilephones,from
olderlower‐endphonessuchastheNOKIA6230itomodern
high‐enddevicessuchastheSonyEricssonK850i.
• A“BestOfTheDay”anda“LastUploaded”sec,on”onthe
start‐pageguaranteeentertainmentfromthefirstclickand
willmaketheuserbecomepartoftheMoVidicommunity
instantly.
Upload Management View Edi,on Promo,on
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Agenda
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Challengesfocusonlackofresourcestoexecute,ba@lingtheacquisi/onmentality,nego/ateanMNOagreementtoprofitfromthisopportunityandhavethetechnicalvisioninplace
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Lookforapartnerthatcanhandlenotonlythetechnologythatmanagetheday2dayopera/ons…
Contentacquisi,on&service
management
Advancedmobile&onlinefrontends
Marke,ngandadvisoryservices
Digitalentertainmentservicedelivery
solu,on
“TheTechnology”
“TheWOWandusabilityfactor”
“Thebackendandeverydaywork”
“Theevolu/onandrevenueenhancer”
VENDOR=PARTNER
Page 25 mmCHANNEL Informa ME MVNO conference Apri 2009 mmCHANNEL
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Butyous,llneedleadershipanddirec,onwithinthecompany,atleastCMOlevelsponsorship)
Marketing Mix 2.0 Scope
• InourexperienceitisrecommendednottocreateaVASdepartment‐keepyourcostundercontrolatleastun,lthisrevenuesourcegrows
• ButunderCRM(whichinfactwilllovetohavetoolstoplayandcommunicatewith)andgetBDtosupportthecontentandbrandingalliances
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Summary
• Entertainment/VASproposi,onsarearealopportunityforMVNOs
• MVNOneedsaclearvisionintermsofwheretheywanttotaketheproposi,ontogo
• Theopportunityingrowthmarketsisclearandfocusedonunderservedsegments,youthpopula,on,newrevenuemodels(e.g.advergaming)andUGCMobilecommunityproducts
• Challengesfocusonlackofresourcestoexecute,baLlingtheacquisi,onmentality,nego,ateanMNOagreementtoprofitfromthisopportunityandhavethetechnicalvisioninplace
• Getavendorbeyondtechnology,setthestructuretoreallyhaveapartnership,don’tcreateaVASdepartmentbutleverageCRMandBDdepartments
• Pushtheservicestoyourcustomers!!Youdon’tneedATLbutaongoing,clearandstructuremarke,ngmix
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Ifyouthinkdigitalcontent…
THINKmmCHANNEL!!!
APartnershipforInnova,onandProfit
