Schmettow

Alexander Graf v. Schmettow 127. August 2008

How iPhone is changing usage of mobile

InternetTuesday Business Network, Prague, 2008 September 10th

Mobile internet @ T-Mobile.

Key differentiators for superior user experiences and simplicity.

GSM (GPRS/Edge), 3G (UMTS), enhanced 3G (HSxPA), NGMN, WLAN – coverage & qualityGSM (GPRS/Edge), 3G (UMTS), enhanced 3G (HSxPA), NGMN, WLAN – coverage & quality

Transparent &

worry free

Transparent &

worry free

Best connectivity,new devices

Best connectivity,new devices

Internet &multimedia

Internet &multimedia

Best partnersBest partners

Bundle, CRM,

eChannel

Bundle, CRM,

eChannel

Mobile

broadband

Mobile

broadband

Pre-/PostpaidPre-/Postpaid

web‘n‘walkweb‘n‘walk

Confined

connectivity

Confined

connectivity


1 MID = mobile internet device, UMPC = ultra mobile personal computer

Good, better, best

ProductProduct PricePrice DeviceDevice PlacePlace PromotionPromotion

NetworkNetwork

Content PartnersContent Partners

Instant Messaging PartnersInstant Messaging Partners


T-Mobile partners.Examples.

Handset PartnersHandset Partners SW / PlatformSW / PlatformMobile BB Device PartnersMobile BB Device Partners

Internet Service PartnersInternet Service Partners

Mobile industry revenues.Data as growth driver.

0%

(1) CAGR 2008-10Sources: IDC 07/2007 (2) Strategy Analytics 05/2007; (3) PWC 06/2007; geographic scope: EMEA (4) IDC 05/2008

+2%

+30%

-8%

In USD, bn. CAGR06-10

Total

1116

Data10

127

153

2006

158

2007

160

2008

162

2009

28

125

164

2010

SMS

Voice

+70%Mobile advertising1,22,61,70,90,20,1

3,53,02,62,01,5 +17%Mobile music1,3

1,00,60,30,00,0 +92%Mobile TV1,4

Mobile user spendingsWestern EuropeMobile user spendingsWestern Europe


Data revenuesper quarter (Europe)Data revenuesper quarter (Europe)


Introduction: Mobile dataisreallytakingoff.

162188

192216

240 261

278301

350

Q2 Q3 Q4/ Q1 Q2 Q3 Q4 Q1 Q2

2006 2007 2008

without Messaging (in Mio. €)

web‘n‘walk users in Europe (DE, NL, AT, CZ, UK)web‘n‘walk users in Europe (DE, NL, AT, CZ, UK)

users in 1000


Introduction: Mobilizetheinternet.

Q2 Q3 Q4/ Q1 Q2 Q3 Q4 Q1 Q2

2006 2007 2008

627880

1,8902,105

2,409

2,822

3,239

3,8364,146


T-Mobile and theApple iPhone: a successstory.

First generation iPhone (launched in November 2007)over100.000 devicessold in Germany until May 2008(10.000 devicessold in first 24 hours)

Second generation iPhone 3G (launched in July2008)over75.000 devicessold in Germany until August 2008 (15.000 devicessold in first 24 hours)

* exklusive salespartner

T-Mobile sells iPhone 3G in:� Germany*� Austria� Netherlands*� Czech Republic� Slovakia� Hungary*� Poland (ERA)� Croatiato followsoon


Wired.comiPhone 3G Survey: T-Mobile withbest net performanceworldwide

Results:

European T-Mobile users reported the fastest 3G Download Speeds: 1,822 Kbps on average.

Users in Germany and the Netherlands reported the fastest average 3G download speeds –about 2,000 Kbps.

Source: http://blog.wired.com/gadgets/2008/08/global-iphone-3.html

2 MBBudget tariff postpaid, large

8 MBFlatrate postpaid, large

80 MBComplete tariffs


LearningsfromT-Mobile Germany: iPhone ownerswithsignificant strongeruseof mobile internet

� 91 percent of iPhone customersusemobile dataservices

� Data usageof averageiPhone customersup to 30 timeshigher datausagecomparedto TMD private customer

1 MBBudget tariff postpaid, small

Monthlyavg. MB usageper dataactivesubscribers(private customers; 05/2008)Monthlyavg. MB usageper dataactivesubscribers(private customers; 05/2008)


LearningsfromT-Mobile Germany: gaining interestingcustomerswiththeiPhone

T-Mobile customersmigrated to a Complete tariff witha 25 percent higher MoRPUafter migration

� MOC (voice) minutes +2 %

� SMS +9 %

� EDGE datavolume +2615 %

� WLAN (wi-fi) datavolume +947 %


Surveys: iPhone usersin thefocusof market research1. Europe

TheNielsen Company, iPhone users in UK, FR, DE, IT, ES, SE (July2008)TheNielsen Company, iPhone users in UK, FR, DE, IT, ES, SE (July2008)

73% of usersaremale (51 percent averageof mobile phoneusers)

63% of usersusetheinternet browserSafari on their iPhone

15% of usersdo online-gamingwiththeiriPhone

63% paytheirbill them-selves


Surveys: iPhone usersin thefocusof market research2. USA

RubiconConsulting, US customers(March2008)most useddatafunctions:

1. reade-mails(72 percent)

2. send/readtext messages(about 70 percent)

3. browsetheweb (about 68 percent)

4. listening to music (60 percent)

5. browsetheweb via Wi-Fi (60 percent)

6. check mycalendar (about 60 percent)

7. check mycontacts(about 60 percent)

8. composee-mails(about 58 percent)

9. watchvideoson theweb (about 32 percent)

manyancedotal reportsclaimthat peoplebrowsemoreon theiPhone thanon othermobile devices, becauseof theiPhone browser‘sbettercompatiblityand touchscreencontrols. (source: RubiconConsulting, Inc.)


Surveys: iPhone usersin thefocusof market research2. USA

stronglyagree

55%mildlyagree

22%

mildlydisagree

16%

“I do a lot more browsing on the iPhone than I did on my previousmobile phone”“I do a lot more browsing on the iPhone than I did on my previousmobile phone”

stronglydisagree8%

iPhone: One fingertipiPhone: One fingertip


What isthereason?Simplicity.

1. openingMenu

2. openingInternet

3. openingbookmarks

4. selectingweather

5. waitingfor databeingdownloaded…

Example: Weather forecast on yourmobile phone

Traditional mobile phonewith internet-accessTraditional mobile phonewith internet-access


Thankyouforyourattention!

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