Mobile World Congress in Barcelona - 15fev2010 - First Day

MWC10 Daily DAY1.
qxd:DAY1 14/2/10 18:21 Page 1
ANALYST Q&A Q3 MARKET REVIEW

FEATURES
SIX TOP INDUSTRY ANALYSTS PROVIDE AN WIRELESS INTELLIGENCE Hall 8, Stand 8B53
INSIGHT INTO THIS WEEK’S MOST LIKELY REVIEWS THE MAJOR EUROPEAN App Planet, Hall 7, Stand 7C37
MAJOR BREAKTHROUGHS AS WELL AS DEVELOPMENTS IN THE THIRD Embedded Mobile Zone,
THEIR HOPES FOR 2010. PAGE 62 QUARTER OF LAST YEAR. PAGE 50 Hall 7, stand 7EMZ
COVERING THE MOBILE WORLD CONGRESS 2010
MONDAY 15TH FEBRUARY
IN THIS ISSUE r
Mobile operators unite Sony Ericsson
cosies up
Huawei
strengthens
Android offering
CHINESE VENDOR UNVEILS
on global apps platform to parent
By Annie Turner
FIVE NEW DEVICES BASED
ON GOOGLE’S PLATFORM. By Matt Ablott the GSMA has backed the move. devices than is available today.
PAGE 4 The alliance aims to create a In order to overcome what
HE WORLD’S LARGEST wholesale platform for mobile they term a “fragmented”
Alcatel-Lucent to
unveil offerings
TOUTS MOVE INTO
T mobile operators have
joined forces to launch an
open international applications
apps that provides a single
point-of-entry for developers.
The move is being seen as the
applications marketplace, the
operators plan to use common
open standards that will allow
SOFTWARE, NEW platform, marking the largest operator community’s challenge developers to create applications
FEMTOCELL AND WORK unified move to date by the to the mobile application stores across multiple platforms. The
IN EMBEDDED MOBILE operator community into the currently offered by the likes of alliance plans to initially use
MARKET. PAGE 6 mobile apps space. Apple, which are typically both the JIL and OMTP BONDI
The so-called ‘Wholesale linked to a specific device requirements, evolving these
Moto scoops Applications Community’ will platform. The iPhone-maker’s into a common standard within
first LTE Saudi combine 15 of the world’s largest hugely-successful ‘App Store’ – the next 12 months.
Arabian deal mobile operators, including launched in 2008 - registered Operators are also eyeing the
US VENDOR SCORES America Movil, AT&T, T-Mobile, its 3 billionth download last revenue-generating potential of
AGAIN IN LTE, THIS TIME KT, NTT Docomo, Orange, month and has spawned getting into the apps business. Last night Sony Ericsson
WITH ZAIN. PAGE 6 Telecom Italia, Telefonica, numerous imitators. Although Apple has not disclosed announced new Android
Telenor, TeliaSonera and Sprint. However, several handset how much profit it makes from and Symbian devices but, in
Skype strikes The four operators in the Joint vendors without a significant App Store, the firm takes a 30 an interview with Show Daily
deals with Verizon Innovation Lab (JIL) mobile apps apps business – including LG, percent slice of revenue from ahead of its press
and Symbian initiative – Vodafone, China Samsung and Sony Ericsson – every app it sells via its platform. conference, president Bert
VOIP PROVIDER IS Mobile, SoftBank and Verizon have already pledged their It is likely that operators will use a Nordberg preferred to talk
INTRODUCING A SYMBIAN Wireless – are also included. The support to the new operator-led similar model; Vodafone, for strategy and synergy with its
CLIENT AND TEAMING WITH group serves a combined 3 initiative. It is hoped that the example, also takes a 30 percent parent companies.
US OPERATOR. PAGE 12 billion mobile customers across scheme will provide application revenue share on itsVodafone 360 Cont. on P4 f
the globe. Industry association services over a far wider choice of apps platform.
Samsung makes
waves with bada
By Justin Springham Samsung’s move at the end of
last year to launch a new, open
UMBER TWO DEVICE mobile platform that competes
N vendor Samsung last

night unveiled ‘Wave,’
the first smartphone based on
with more established rivals such
as Symbian and Android created
much attention.“This is the right
its own mobile operating system product to give a boost to bada’s
(OS), bada. success,” Thomas Richter, Head
Available globally from April, of Portfolio Management, told
the HSPA device features very Show Daily. “It’s unbeatable in
high-quality screen resolution every aspect.”
(thanks to what the South Korean The device is pitched as a‘mid-
vendor claims is“the world’s first high tier’product and is expected commented Ms. Younghee Lee,
Super AMOLED display”) and to retail at around €330. VP, Global Marketing, Mobile
contains a 5 megapixel camera Management at Samsung Communications Division,
and internally-developed 1GHz recognises that for bada to be a adding that it “will be followed
processor. Samsung’s own user commercial success in such a by more devices focusing
interface – TouchWiz 3.0 – aims competitive OS market the on lower tiers so that we can
to enable a customisable vendor will need to extend the bring bada to more people.
menu and homepage and portfolio of smartphone products We don’t want to make bada a
provide easy access to social supporting the platform. “This niche product.”
networking services. will be the hero of our portfolio,” Cont. on P10 f
MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com Monday 15th February 1

MWC10 Daily DAY1.qxd:DAY1 11/2/10 16:49 Page 2
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Huawei strengthens available in the third quarter.

Meanwhile the Chinese
wide screen and can be
connected to a home gateway,
Android offering vendor will showcase another

four Android models.
The U8300 is aimed at the
TV or Android handset.
Huawei’s strong support of
Android at this year’s show
youth market and incorporates follows last year’s unveiling of its
social networking tools such as first Android device, the U8220
Facebook and Twitter, and a (marketed as the T-Mobile
EDITORIAL r Qwerty keypad. It will be available Pulse). It is one of the cheapest
in green, yellow and purple. Android handsets on the market
The U8100/U8110 are entry- and was dubbed the world’s first
level smartphones. They have prepay Android device.
7.1cm wide touchscreens and dual Separately, Huawei is also
cameras, plus Wi-Fi and Bluetooth. demonstrating its LTE-Advanced
They will be launched in Europe in system this week, with claimed
the second quarter of 2010. download speeds of up to
By Annie Turner smartphone based on The SmaKit S7 tablet is also 600Mb/s. The company claims it is
Unlike previous years, the Google’s operating system. on show, which enables the first vendor to use multi-carrier
2010 GSMA Mobile World UAWEI WILL TODAY The U8800 model (pictured) information-sharing across aggregation and high-order
Congress looks unlikely to be
dominated by one or two major
themes. This year there’s a
H unveil a lineup of new
Android handsets,
including what it claims is the
runs Android 2.1, supports
theoretical peak downlink data
speeds of up to 14Mb/s and has
screens to present the same
content simultaneously on
computers, mobile phones and
MIMO technology in its LTE-
Advanced system, which increases
spectrum efficiency up to five
whole bunch of key issues world’s first HSPA+ a 9.7cm screen. It will be TVs. The model has a 17.8cm times, reducing transmission costs.
vying for industry attention.
Aside from the applications
space (which has grown so
large in the last twelve months
the show now has its own event
Orascom chief fires warning
dedicated to the sector, App
Planet in Hall 7), expect the
shot on operator M&A
following to be just some of the By Justin Springham only exist in markets with their Korea. The Canadian venture
talking points this year: the own specific conditions.” launched at the end of last year
move to LTE; embedded AGUIB SAWIRIS Sawiris himself has an (through its indirect equity
mobile; cloud computing; OS
wars and the Android
bandwagon; mHealth;
N (PICTURED),
enigmatic
the
executive
chairman of OrascomTelecom, has
established record in successful
M&A, helping to give his
comments credibility. Egypt-
shareholding in Globalive
Wireless), whilst its North
Korean 3G venture is treading
backhaul and other efforts to told Show Daily that the global based Orascom Telecom operates new ground in a country where
overcome the ‘capacity crunch’. operator market is on the verge of networks in a number of high commercial mobile services growth, like the typical growth
And then there’s the usual a major shakeup that will see many growth markets in the Middle have not previously been curve of most virgin markets.”
familiar faces that – despite smaller players swallowed. East, Africa and Asia. Operations successful. Indeed, Orascom’s Recently linked to a move into
years of overhype – might In an exclusive interview ahead in countries such as Algeria, presence marks the first major France (first via a rumoured
actually begin to fulfil their of a speaker appearance at the Bangladesh, Pakistan and Tunisia, investment in the state by an acquisition of Bouygues Telecom,
potential (think femtocells, and Congress on Wednesday, Sawiris as well as its home market, have international operator. and then via ownership of the
location-based services). expressed his belief that“the next given Orascom a customer base of “We are very pleased with country’s fourth 3G licence, since
Check out our analyst Q&A on few years will witness major over 70 million at the end of last our operation in North Korea awarded to Iliad’s Free Mobile), it
page 62 for a deeper insight. consolidation in the telecom year (on a proportionate so far,” commented Sawiris. is likely that Orascom will
The presence of Steve operator market. All small and ownership basis), according to “Our growth there has been continue to target new growth
Ballmer at Microsoft’s press medium-sized operators are Wireless Intelligence. That is not steadily going according to opportunities. After ten years of
conference this afternoon has looking for appropriate M&A including its stakes in the plan.” Indeed, reports earlier major expansion, however,
strengthened hopes that the deals to be able to secure established WIND mobile this month said the operation Sawiris hinted that the operator
company is unveiling something themselves a place on the new networks in Italy and Greece. has already attracted over will adopt a prudent approach to
big. In light of reports world map of telecom players. I The company boasts very 100,000 subscribers. any M&A. “Orascom Telecom
suggesting the software giant personally think by the year 2011, healthy financials, having With other reports suggesting has now emerged into being a
could ‘do a Google’ and launch the operator market will look reported net revenue for the first the operator will invest hundreds global player. We are not
its own-branded device, there’s significantly different, comprising nine months of 2009 of US$3.765 of millions of dollars in the concentrating on or looking for
the real possibility that even the a number of big operators.” billion and fourth quarter 2009 arguably high-risk network in the any particular geographical
launch of its long-awaited For the industry’s smallest profit of US$180.9 million next few years, Sawiris appears to region. Our interest when we
Windows Mobile 7 platform players, the prognosis on their (almost double what it recorded be in the country for the long- consider M&As is to search for
may not be enough to satisfy long-term health is particularly in the year earlier quarter). run.“We have plans for continued the partner who would provide
the masses today. uncertain, believes Sawiris. “The Meanwhile Orascom has growth in this market. We believe the most synergies with our
Show Daily will be reporting really small operators will recently made high-profile that the coming years will group to ensure maximum value
on Ballmer’s appearance and ultimately be eaten up, or will moves into Canada and North witness an even more accelerated addition through this marriage.”
every major event all week. If
you can’t wait for your print
copy, you can follow all the j Sony Ericsson – Cont. from P1 environment. The TV, PC, stereo as the first operator customer Ericsson phones will have a
breaking news online at Nordberg made no bones and mobile will have a common for its debut, flagship Android common user interface and user
mobilebusinessbriefing.com. about the fact the vendor has communications interface – smartphone, the Xperia X10. experience, but the operator will
Digital editions of Show Daily struggled. “We missed the DLNA (for digital living network All three Xperia models will have freedom to differentiate
are available at window for high-end and alliance). I want to put my big foot be available in the first half of their offerings by embedding
mobilebusinessbriefing.com/ touchscreen devices big time,”he in the home alongside Sony.” this year. what they want and bundling. I
showdaily. said, noting that “part of the Of the three new devices The new Vivaz pro features a want to be the operators’ best
You can also follow us via recovery will be much better announced last night, two were Qwerty keyboard enhancement friend and offer not an
Twitter at @GSMA_MBB or design and closer work with our Android whilst the other runs to the original touchscreen applications store, but a mall, so
@ShowDaily. We will be partner Sony… In the past there Symbian. The vendor unveiled Vivaz (announced last month) that we can leave it up to the
publishing a selection of your was no tie-up between us, the a ‘mini’ and ‘mini pro’ version of and will be available in selected operators to design it the way
tweets in every edition of PSP platform and Sony, but you its Xperia X10 Android device, markets from Q2. they want.”
Show Daily. Send your tweets can expect to hear much more and took the wraps off a sister Nordberg added that the To that end Sony Ericsson also
to @ShowDaily or use hashtag about that. Sir Howard Stringer’s (‘pro’) version of its Symbian- company “is building our own unveiled a new online platform
#MWC10. [chairman and CEO of Sony] based Vivaz device. user interface onto all our called Creations. On Wednesday
presence here is no coincidence. Last month Sony Ericsson phones that is operating system the vendor will host its Creation
Justin Springham, Editor “We are focusing on the home named Japan’s NTT Docomo agnostic, meaning Sony Day within App Planet.
4 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

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Alcatel-Lucent to
unveil new offerings
By Justin Springham developers and service
providers alike, along with a
LCATEL-LUCENT IS program for developers to
A gearing up for a busy

week at this year’s
GSMA Mobile World Congress,
facilitate the creation of web-
telecom mash-ups.
Meanwhile, visitors should
with announcements planned keep an eye out for “a new
surrounding its recent move offering in the femtocell/small
into software, a femtocell cell space” as well as identifying technologies needed
launch, updates on its work in demonstrations of its progress to make communications
the embedded mobile market in the embedded mobile sector. networks 1000 times more energy
and a meeting for members of “We’re showing many of these efficient than they are today.
its Green Touch initiative. more advanced applications at Finally, the vendor aims to tout
In an interview with Show MWC, including the LTE its continued progress in LTE.
Daily, Kenneth Frank (pictured), Connected Car from the Fresh off the back of its win last
president of the vendor’s
solutions and marketing
ng Connect program, which
Alcatel-Lucent founded – a
week at US operator AT&T,
Alcatel-Lucent’s Frank sees the AT&T CTO tackles
capacity issues
division, said the company will virtual smartphone on wheels US and Japanese markets as
be “announcing some new that’s prominently featured on initially driving the move to LTE
capabilities in support of our Alcatel-Lucent’s stand.” (due to spectrum availability,
Application Enablement vision, Elsewhere, Frank said that the intense operator competition and
which leverages the best of the founding members of the Green availability of multiple By Justin Springham by the end of the year,” said the
web and telecom worlds by Touch initiative will be meeting in technologies).“Europe and China CTO.“We’re also adding roughly
securely exposing select Barcelona this week “to continue are following closely with tier one HEAD OF HIS 2,000 new cell sites to the
network resources
application developers and
content partners so they can
to laying the foundations and
establishing the framework to
fundamentally revolutionise
operators engaged in trials and
commercial services anticipated in
2011-2012,”he stated.“We expect
A appearance at Congress
on Wednesday, AT&T’s
chief technology officer, John
network this year while adding
new radio controllers and
carriers at a pace that doubles
build new ‘service mash-ups.’” ICT.”Established at the end of last some less-developed markets to Donovan (pictured), told Show our 2009 deployment.”
In particular, added Frank, the year by Bell Labs, Alcatel-Lucent’s ramp up a bit more slowly, but will Daily of the challenges the Donovan reiterated the
vendor will be introducing both research arm, Green Touch is a comprise 30 percent of the LTE operator faces in attempting to operator’s plans to move
a new development platform for global initiative aimed at market by 2015.” ensure its network is up to the directly from HSPA 7.2 to LTE,
task of handling the boom in with commercial deployment of
data consumption. LTE networks expected next
“We’re seeing advanced year (in partnership with
Moto scoops first Saudi Arabian LTE deal smartphones like the iPhone
driving up to 10 times the
vendors Alcatel-Lucent and
Ericsson).
By Paul Rasmussen Motorola and Zain said they TD-LTE from 700MHz to amount of usage of other “Now that Ethernet-
would deploy an FDD LTE 2.6GHz and promises to offer an devices on average,” he compatible wireless network
IYADH, THE CAPITAL network in the 2.6GHz band, LTE baseband that has up to four reflected. “In fact, about 40 equipment is widely available,
R city of Saudi Arabia, will

be the first city in the
Kingdom to have access to LTE
overlaying Zain’s existing 3G
network. The deal is a major
fillip for the vendor. Having
times the capacity of the average
LTE baseband. Meanwhile, the
CTU8multi offers multi-
percent of our customer base
uses a smartphone today.
Overall, wireless data traffic on
we are deploying thousands of
new high-speed backhaul
connections, and we’ve already
when Zain deploys a large scale failed to secure success in the technology radios supporting the AT&T network has grown announced plans to deploy
network using equipment 3G infrastructure space, it is GSM, Evolved-EDGE and LTE more than 5,000 percent over thousands more in preparation
supplied by Motorola. quietly making a name for itself capabilities in the 900MHz and the past three years. As more for faster 3G and LTE,” he
According to Zain, the in LTE, having won a previous 1800MHz bands. and more advanced added. “This will play a
network will start to be deal at Japan’s KDDI. Last week it was announced smartphones, PDAs and other significant role in easing data
deployed in Q2 2010 and the Coincidently, Motorola has that Motorola will split into two devices are introduced, we see traffic and congestion.”
contract calls upon Motorola to also just announced two new companies in the first quarter of this usage trend continuing in Donovan also hinted that the
provide LTE kit that includes the base station models – the WBR 2011, one to focus on mobile the years to come.” operator may move away from
RAN, EPC, devices, together 700 and CTU8multi series. The devices and television set-top AT&T has faced strong flat-rate ‘all-you-can-eat’
with optimisation and company says that the WBR 700 boxes, and the other on networks criticism in recent months over packages as the industry
integration services. series supports FDD as well as and enterprise mobility. the performance of its data continues to see huge growth in
network, but is taking steps to devices, apps, users and data
reduce congestion. “The key to traffic: “Eventually, there needs
addressing this is backhaul and to be a model that addresses the
MusicStation renewed focus on innovation

and the sheer scale of Android
the simple reality is that wireless
network equipment is just
limited spectrum issue and
supports continued growth in
arrives on Android will loosen Apple’s stranglehold

on app developers.”
MusicStation for Android offers
catching up to supporting the
high-capacity backhaul needed
to stay ahead of the growth
mobile broadband
innovation and investment.”
Donovan is speaking at
usage,
By Annie Turner of Omnifone’s MusicStation over the air, unlimited access to a we’re now seeing in mobile Wednesday afternoon’s
Application Resident Services catalogue of over 6.5 million full broadband use,” said Donovan. ‘Network Breaking Point’
MNIFONE IS (MARS) suite, to enable music tracks. The service includes “This equipment challenge is an conference session. Solutions to
O DEBUTING its
MusicStation service for
the Android platform, running
playback within third-party
Android apps. A MusicStation
Android application can be co-
download support, music search
& discovery, social networking
features, music recommendations,
industry-wide issue.”
The second-largest
operator recently implemented a
US
the problem of overloaded data
networks are expected to be hot
topics at this year’s Mobile
live demonstrations on branded or partner branded. artists’ biographies, real-time software upgrade to HSPA 7.2 World Congress, and include
Google’s Nexus One and HTC’s Omnifone’s founder and CEO music news and charts, and technology and is conducting an technology such as femtocells
Magic handsets. The company Rob Lewis told Show Daily: integration with native media aggressive deployment of fibre- and Wi-Fi handoff. Indeed,
already provides digital music “Android will be unbelievably player and third party applications. optic backhaul – three times its sources have told Show Daily
services to HP, BSkyB, Sony massive, not just on handsets The company said it is also 2009 fibre deployment – to that AT&T has carried out 3G
Ericsson and Vodafone and is but on all kinds of consumer developing APIs for the iPhone, support faster speeds.“We expect offload Wi-Fi deployments with
live in 20 countries. electronics. This will be a very Windows Mobile and Linux more than half of our mobile BelAir Networks, although the
The new service uses the exciting year. After a tough 12 platforms and should be available broadband traffic to be riding on US operator did not confirm this
MusicStation Android API, part months in telecoms, there is a in 30 countries by the end of 2010. fibre-based backhaul connections by time of press.

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Vodafone beefs up JIL Vodafone preps
developer programme
new m-transfer
By Matt Ablott
odafone is significantly
The apps publishing system
forms part of the Joint
Innovation Lab (JIL) initiative,
launches
V ramping up its apps
platform – Vodafone 360
– with the launch of a new
which, as announced this
morning, is to work with a wider
operator-led global apps
By Paul Rasmussen
espite the technical and

service that will
developers to automatically
publish their apps to the
allow strategy (see page 1). JIL
originally comprised operators
Vodafone, China Mobile,
D security challenges,
Vodafone claims that
mobile money transfer services
operator’s storefront. Japan's SoftBank and Verizon are experiencing huge growth
The operator – the world’s Wireless of the US, serving a rates in East Africa.
largest by revenue - will combined subscriber base of The company says that its
announce today during the App over 1 billion. Speaking prior to March 2007 launch of M-Pesa in
Planet event that the JIL.org this morning’s announcement, Kenya with Safaricom now has
developer portal has come out of Epting said the system would over 8 million customers, an
beta mode and will be made eventually be adopted by the increase of 82 percent from 2008.
available to many more other JIL operators, allowing Off the back of that success,
developers. “Today we are doing developers to publish their apps Vodacom Tanzania launched in
payment and settlement across multiple operator handsets. Samsung has built two April 2008, currently boasts
manually but that is all going to networks. “Today it’s just handsets specifically forVodafone more than 1 million customers
be automated, which will allow us Vodafone, but we’ll soon have 360 (one of which is pictured), and shows 19 percent month on opportunity for mobile
to open this up to the masses,” the likes of Verizon Wireless and based on the LiMo Foundation’s month growth. In addition, payments is within emerging
Lee Epting, director of content China Mobile coming on Linux platform. Central to the Afghanistan’s M-Paisa launch markets, in particular other
services at Vodafone Group, told board,”she said. proposition is the ‘People’ client, with Roshan in February 2008 is African countries, together with
Show Daily. “This end-to-end Vodafone 360 was launched in which syncs the mobile address seeing growth and Vodafone has Asia and Latin America. “If you
solution will allow developers to October 2009 and is seen as the book with Facebook, Google also launched an international provide service of real value to
publish their apps to the UK-based operator's answer to Talk or Windows Live money transfer pilot between customers, success will follow,”
storefront at the click of a button.” rival mobile apps stores such as Messenger contacts. Kenya and the UK. All this has said Serdar.
New automated features will Apple's App Store and Nokia's Vodafone will host its triggered Vodafone to look for However, Serdar warns that
include the ability for developers Ovi. Earlier this month,Vodafone Vodafone 360 Developer more opportunities. trust and understanding must be
to select into which Vodafone announced that 7,000 apps have Conference during App Planet According to the company’s established for mobile money
markets they want to sell their been made available for this afternoon. The operator will global mobile payments services to succeed.“It’s vital that
apps and price them accordingly. download from the store to date. be awarding prizes for the best director, Cenk Serdar (pictured), we work closely with regulators
Vodafone 360 is currently It estimates that it will have 2 applications showcased at the Vodafone is “planning to offer to build a proper framework for
available in eight of the million devices in the event; the winners will be the service to a number of new the business to operate
operator’s European subsidiaries, marketplace capable of entered into the ‘Vodafone App markets in the future.” successfully. We also need to
though further launches are supporting the service by March Star’ competition with a chance From its experience in Kenya, build a reliable experience which
pencilled in for later this year. 2009, on around 50 different to win €100,000. Vodafone believes that the our customers can use.”
O2 Germany questions LTE timing as it continues turnaround

By Ian Channing license allocation and commercial take legal action against the manage so we are in a good
launch. He also raised doubt over country’s regulator, arguing that position. We are trialling 28Mb/s in
he head of Telefonica’s O2 the German government’s plans the imminent auction favours certain parts of Germany and if we
T Germany has expressed

his concern over the
timing of the country’s upcoming
to auction off so-called digital
dividend 800MHz spectrum for
future LTE services.“What kind of
the country’s larger players,
T-Mobile and Vodafone. No
outcome on that is yet known.
see there is a customer demand for
it we will roll it out in the rest of
the country which would give us
LTE spectrum auction and called technology is available, especially What is known is that a huge differentiator against
into question the viability of all around 800MHz? I think the Schuster’s company struggled in our competition.”
four domestic operators launching [network] equipment man- the competitive German market Schuster also claimed the
individual national networks. ufacturers will probably get there for many years but is beginning operator’s portfolio of
In an exclusive interview with first but then you have to get the to turn itself around.The operator smartphone products has made
Show Daily, CEO Rene Schuster handset manufacturers up to may currently be number four in it the number two player in this recent move to become an
(pictured) spoke of his belief that speed. Are they going to do some the market in terms of space. “I obviously want to sell integrated fixed/mobile player in
LTE“is absolutely the right thing to kind of dual chipset and, if so, subscribers but has taken steps to the iPhone and hopefully there the country via its €900 million
do and the right technology for the what does that look like? Those close the gap on its rivals. One will be an opportunity in the acquisition of Telecom Italia’s
future,”but argued that auctioning discussions have not even taken approach has been to take near future. Meanwhile we are German broadband (DSL)
the spectrum within the first half place yet. advantage of the availability of very pleased with sales of the business, Hansenet.
of this year may not be in the best "Experts are concerned that if HSPA+ technology. Palm Pre, which is exclusive to us “We see ourselves as an
interests of the market (as we went governments look for the sort of “There is a perception issue we in Germany. We launched it in infrastructure player, as a whole
to press, reports suggested a date prices they got for 3G then LTE have to overcome but now we October 2009 and it has been the end-to-end communications
of April 12 is likely). will never get off the ground. have this great technology we best selling smartphone that we company, and we see ourselves
“The real debate should be They also have issues over the have to get the word out to our have. We sell Android phones as somebody who will be a major
around when it is going to be economics of rolling out LTE customers that we actually have from Samsung and Motorola and player in the very competitive
commercially available. I think networks and whether different something that is top quality,” he we have some great products German market,” concluded
the German government is arrangements might come into commented. “Call it being last to from Nokia and other suppliers. Schuster. “Currently there are
being a bit premature in selling play. In Germany it probably the party or business insight but From a smartphone point of view four mobile operators in the
the licences... they might be two doesn’t make sense that three or we are now seeing the benefit of we have something like 25 or 26 market and a whole handful of
or three years ahead of four operators have to deploy having one of the most modern, percent market share in ISPs, but over time I think that
commercial viable technology.” 100 percent geographical cost effective and efficient Germany even though we don’t landscape will change. We see
Schuster believes that coverage with LTE." networks in Europe. This means have the iPhone.” these changes as an opportunity
Germany’s early move into LTE Schuster’s comments follow a cheaper prices, better throughput, Other areas of competitive to reposition Telefonica O2
spectrum auctions means there is decision late last year by O2 better quality, lower power differentiation for O2 Germany Germany and to push for a better
likely to be a time lag between Germany and KPN’s E-Plus to consumption and it’s easier to are its marketing strategy and its position in the market.”

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ZTE chases ST-Ericsson preps LTE

smartphone market chipset launch
By Matt Ablott – a 50/50 joint-venture between
Ericsson and STMicroelectronics
By Paul Rasmussen with operators and helping them OBILE CHIP VENDOR – was created in February 2009
AVING SEEN THE

to customise the smartphone to
support their particular services. M ST-Ericsson expects the
first commercial
but has yet to report a quarterly
profit. However, it is already
H success gained by other

smartphone vendors,
China’s ZTE has today unveiled
For example, we have already
worked successfully with
Vodafone and T-Mobile to provide
devices based on its LTE
platform to hit the market during
the second half of this year.
thought to be the second-largest
supplier of mobile chips after US
silicon giant Qualcomm,
its new Bingo handset which it specific handset capabilities, and In an interview with Show Daily, supplying four of the five largest
hopes will boost its ranking in we’re looking to move further into Jörgen Lantto, EVP and CTO at mobile phone manufacturers.
the sector. customisation based upon the the Geneva-based company, One major bright spot for the
The company claims that the Android operating system.”ZTE is pointed to the firm’s track record firm has been in China, where
Bingo is the world’s first ultra- expected to launch an Android- with parent company Ericsson as ST-Ericsson claims to be a
slim, large-screen 3G based smartphone by the end of proof of its LTE credentials. “ST- market leader in TD-SCDMA,
smartphone to come equipped this quarter. handsets appearing early next Ericsson is positioned as a strong the homegrown 3G standard
with two cameras, an 8cm touch The company has already year,” he said. “Some vendors leader in this market,” he said.“By being deployed by China Mobile,
screen and A-GPS. The device, established a track record of might be able to improve on being first in demonstrating the world’s largest mobile
which is based around working with operators such as these timescales, but the together with Ericsson the mobility operator by subscribers.
Qualcomm’s Brew mobile Telenor, Telefonica and Verizon majority will be governed by the between LTE and HSPA networks, Lantto said that the vendor
platform, has also adopted a Wireless with regard to its 3G availability of suitable chipsets.” using a multimode LTE/HSPA shipped the same number of
new UI that supports dongle products. “This is a very Reflecting on wider issues, device, we also proved to the platforms in the fourth quarter of
application development and important business for us and Zhu commented that the market that LTE will be rapidly 2009 in China as the first three
multi-touch functionality, which we’re looking to retain our mobile industry faces two new integrated with other access quarters combined, reaching more
is said to significantly improve market share,” said Zhu, challenges. “We have seen the technologies to provide global than 6.5 million chipset units for
the end user experience. claiming that sales of ZTE decoupling of mobile data traffic mobile broadband coverage.” the full year. In December, ST-
According to ZTE’s European dongles surged by over 250 from revenue growth and, more Lantto noted that samples of Ericsson also announced a
CTO, Xiaodong Zhu, the company percent last year. importantly, the entry of global the single (LTE) and dual mode partnership in China with Nokia
has been investing heavily in the Commenting on when LTE players, such as Google, into the (LTE/HSPA) solutions have been to supply chipset platforms for the
R&D necessary to be successful in devices might appear, Zhu industry. Companies such as available since the third quarter of handset vendor’s Symbian-based
the highly competitive maintained that the first dual these are fundamentally 2009, supporting all frequency TD-SCDMA devices.
smartphone market. “Obviously, mode (HSPA+ and LTE) dongles changing the mobile business, bands expected to be used for the At Congress this week ST-
we realise we do not have a brand will appear by mid-year, albeit and the more established first LTE deployments globally. Ericsson will be showcasing its
of the strength of Apple or in sample quantities only. “By players – both operators and “The next steps are extensive HSPA+ and LTE story. “We will
Nokia,” he said. “However, we the end of 2010 we should see equipment vendors – need to interoperability testing with LTE also demonstrate our latest
believe we can differentiate our these dongles appearing in understand how to work with infrastructure vendors and developments in multimedia
products by working very closely commercial volumes, with these new entrants.” leading operators,”he said. and smartphones, such as high-
The migration towards LTE is definition mobility, enabling
expected to be a fillip for vendors future smartphone camcorder
such as ST-Ericsson, which 1080p recording, full HD
Regional Share of RCS
Japan launches first full subscribers in 2011 (forecast)
struggled during the economic
downturn last year. The company
playback and advanced 3G
graphics,”said Lantto.
RCS pilot in Asia-Pacific
By Matt Ablott users who will test the service on j Samsung makes waves – developer commitments.
handsets provided by two major Cont. from P1 Overall, Samsung's portfolio
J APANESE
OPERATORS NTT Docomo,
MOBILE
KDDI, SoftBank and EMobile

are to begin interoperability trials
device manufacturers.
Other operator pilots are
underway in Italy (via TIM and
WIND) and Spain (Telefonica
The new bada platform aims
to complement Samsung’s
existing mobile applications
store, which will be available in
rationalisation around bada re-
emphasises the importance that
software has taken over hardware
in recent years.”
of the Rich Communication and Orange). South Korea also more than 50 countries across Despite its promotion of bada,
Suite (RCS) initiative next trialled RCS services last year. the world this year. Indeed, the Samsung was keen to stress that
month, the GSMA announced The GSMA said that the vendor is actively seeking to it continues to support a range of
today. The pilot will be based on initiative is now supported by Source: Infonetics Research recruit application developers operating systems. “bada will be
technical specifications more than 90 organisations by launching its bada Developer one of our platforms,” said Lee.
developed by the GSMA, which from across the industry. to 2014, as it becomes more Challenge with a total prize “We are still working on Android
launches the latest set of RCS “Multimedia communications widely supported on devices. fund of US$2.7 million. and preparing for new Windows
standards (version 3) this week. are becoming increasingly popular However, Infonetics Research “We are going to provide a lot Mobile features coming this year,
RCS aims to allow operators to with consumers who want to analyst Diane Myers warned that of killer apps at the beginning of and also LiMo. “ However, Lee
offer customers a range of share rich content with contacts in “the lack of RCS-compliant bada’s life,” senior engineer Eric did appear to confirm recent
advanced messaging applications their address book, regardless of handsets has been a critical Yoon told Show Daily. “By the reports suggesting the vendor no
direct from their handset’s the operator,” said Aude Pichelin, barrier and there is work to be end of this year we expect to see longer sees Symbian as a priority
contact list. The Japanese pilot chair of RCS and director of service done toward operators launching a lot of bada devices, it will be platform. “We have not yet
will support applications across standardisation at Orange. “It is additional enhanced applications very competitive and the focused on a new handset
both mobile devices and PCs; great to see that the pilots and services over RCS.” ecosystem will grow and grow.” supporting Symbian but we
Docomo’s fixed-line arm – NTT underway around the world are Meanwhile, the GSMA also Joss Gillet, senior analyst at would support it moving forward
Corp – is also involved. progressing, with operators announced today the winners of Wireless Intelligence, was cautious if demand was there.”
The pilot marks the first time working closely together to ensure its RCS DevChallenge, a on the strategy. “Samsung It plans to treble its
that the full RCS specification interoperability.” competition aimed at ramping certainly deserves credit for diving smartphone shipments in 2010
has been trialled outside Europe. A report last week by Infonetics up developer support for RCS. in the pool of operating system by delivering its biggest
France pioneered the technology Research forecast that there will The three winners were Ecrio providers but will face strong portfolio. In terms of total
last year in a trial that involved be 7.3 million RCS subscribers by (US) for ‘RCS4me’ (Best RCS competition from six experienced mobile handsets, Samsung aims
all three of the country’s mobile 2011, mostly in Europe and Asia- Mobile Client); Finland’s Movial suppliers,” he said. “Nonetheless, to increase shipments from 227
operators, Orange, SFR and Pacific. The firm added that it for ‘Movial Communicator’ (Best cash returns can be rather million in 2009 to 270 million in
Bouygues Telecom. That pilot expects the number of RCS RCS PC Client); and Spain’s substantial providing that they 2010. The South Korean vendor
has moved forward with the subscribers to grow at “explosive Genaker for ‘Meet me at RCS’ quickly meet their price targets also last night launched five
recruitment of 300 volunteer triple-digit percentages” annually (Best RCS Innovation). and rapidly attract enough other handsets.

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the service is very low using the
“We expect operators to introduce usage- customer's existing broadband
based pricing for mobile data on the macro connection. Operators will also
network, but make data free on the femtocell begin to introduce femtozone
because the cost of delivering the service is services, which offer added
very low using the customer's existing value for the end consumer.”
broadband connection.“ ip.access is one of a number of
femtocell vendors hoping to
score big with operators in this
example interference mitigation, customers away from other emerging market, competing
plug'n'play provisioning and networks. This will spur other with such names as Hitachi,
development of attractive operators to launch their own Huawei, NEC and Ubiquisys.
business models.These challenges femtocell services. Many of these With investment from the likes
have taken time, and extensive operators are ready to be fast of Cisco, Intel Capital, Motorola
collaboration between operators followers, with some 60 femtocell Ventures and Qualcomm, the
and vendors, to overcome.” trials having been conducted UK-based company has so far
Johnson claimed that the around the world already.” enjoyed more commercial
industry has now reached a point In addition, Johnson believes success in the 2G picocell space
where femtocell kit is ready for that femtocells could lead than it has with femtocells, but
ip.access sees Voda mass-market deployment. In

particular, he said that Vodafone
operators to adopt new pricing
strategies for their data services,
says its award-winning Oyster
3G femtocell technology has
as femtocell catalyst UK’s decision last month to

relaunch its fledgling femtocell
as the femtocell proposition
evolves this year from simply a
been commercially deployed by
an unnamed major North
service under the brand name solution to coverage problems to American operator and is also
By Justin Springham CTO (pictured), told Show Daily in ‘Sure Signal’ would be the first including benefits such as being trialled by other operators
an interview prior to his speaker time the market would really be homezone tariffs, service bundles in Europe, North America and
EMTOCELL VENDOR appearance at Congress today. able to assess whether femtocells and new femtocell applications. Asia. The firm promises more
F ip.access believes Vodafone’s

recent relaunch of the
technology will finally kickstart the
“With any new technology there
is a big gap between a working
prototype and a fully fledged,
are a hit with consumers.
“We expect to see other
operators following Vodafone's
“Mobile networks are coming
under increasing strain from
data traffic, and this will make it
commercial rollouts for Oyster
this year.
Separately, the vendor will
market and create new data pricing scalable commercial system. This lead with consumer marketing more attractive for consumers to announce today a win at France’s
models for the mobile industry. is what we have seen with campaigns for their femtocell have their own 3G cell at home third-largest operator, Bouygues
The small home base station femtocells. Working prototypes solutions,” he stated. “Femtocells (i.e. a femtocell). We therefore Telecom, for its 2G picocell kit
sector has suffered from a string of were first shown by ip.access and will provide these leading expect operators to introduce aimed at the enterprise market.
false starts in recent years, despite others at MWC 2007, but at that operators with a competitive usage-based pricing for mobile Existing picocell customers
significant hype. “This is a classic stage there were still many advantage; Vodafone has already data on the macro network, but include T-Mobile USA,
case of the Gartner Hype Cycle in technical and commercial said that its Sure Signal femtocell make data free on the femtocell TeliaSonera, Telefonica O2, SFR
action,” Nick Johnson, ip.access’ challenges to be overcome - for has proved effective in attracting because the cost of delivering and Orascom.
Contactless trial can pay for purchases by

touching the device against a
Orange wants its HD voice
mobile contactless terminal, though heard across Europe
payments purchases above €10 also require
a passcode. The transactions are By Richard Handford technology at Congress this week,
debut at then authorised online, with in partnership with Ericsson.
Congress funds deducted from a La Caixa RANGE WILL SPEED Ensuring a sufficient number
By Matt Ablott
Visa account.
The scheme – which forms part
of the GSMA’s Pay-Buy-Mobile
O up the introduction of its
mobile high-definition
(HD) voice service across its
of HD-capable handsets hit the
market is a key challenge for
Orange, which is ahead of other
OMPANIES FROM initiative – is further proof of an European markets in 2010 as it mobile operators in its support
C ACROSS the mobile and

payment industries have
joined forces this week to pilot the
industry push towards NFC-based
contactless payments. “Mobile
operators have been requesting
seeks to ignite interest in an
offering that promises superior
sound quality for users, the
for the technology.
“This is a project on which
Orange wants to take the lead, not
first ever SIM-based contactless SIM-based NFC handsets for company will announce today. only by being ambitious in terms of Separately, Orange will
payment scheme using NFC some time now and it’s great to The mobile operator already internal rollout but also by pushing announce today that it is
technology at the show. More see such progress in this area,”said planned to launch commercial the ecosystem of manufacturers, stepping up its efforts in
than 400 NFC-enabled handsets GSMA CTO Alex Sinclair. “Now HD voice services in the UK and including platforms and especially interactive mobile advertising.
have been distributed to VIPs, that the handsets are coming, we Belgium this year and will now handsets,” said Benedicte David The operator already offers SMS
allowing them to pay for food and can expect to see commercial add France, Spain and (pictured), VP of voice products at and MMS-based advertising
drink at around 30 onsite shops. launches of mobile SIM-based Luxembourg to rollout plans Orange’s Technocentre, the part of and ad-supported tariffs in the
The Samsung-manufactured NFC services this year.” which confirm its leading role the operator which charts future UK, such as its Monkey pre-
devices – known as ‘Star’ - use Other firms involved in this with HD voice technology. market trends. paid tariff. This month Orange
Telefonica SIM cards and come week’s trial include Giesecke & Orange launched its first Orange will offer eight HD- will launch an ad-supported
preloaded with €60 airtime credit Devrient (SIM cards), Ingenico commercial mobile HD voice capable mobile handsets in the advertising service in Spain
and a Visa mobile payment (payment terminals) and ITN service in Moldova last first half of 2010. Today one called Mio. The operator also
application linked to Spanish International (mobile data September. In addition, the handset, the Nokia 7620, is plans to launch a similar service
bank La Caixa. Participants in the management). operator will showcase the available in Moldova. in France later this year.
Make the most of the Mobile World Congress 2010 by The guide works on a variety of handsets*
downloading the official Event Guide for mobile devices. and is stored as an application on your device.
The guide, powered by Whatamap.com, allows you to: *The guide is compatible with many mobile devices including
BlackBerry, iPhone and Android devices. The application can be
• Find an Exhibitor deleted from your mobile after the event.
Event Guide •
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To download the official Mobile Event Guide simply visit whatamap.com/mwc from your mobile browser.

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NEC wins in femtos, chases clouds Q&A r

By Justin Springham 450,000 subscribers and owns launching its ‘intelligent
brands Lebara and One Call. converged platform’ for mobile Scott Seaborn,
J APANESE NETWORK
VENDOR NEC will today
announce a Norwegian
femtocell first and unveil a
NEC has previously won
femtocell deals with such
operators as SoftBank and SFR,
the first femtocell deployments
backhaul. “Mobile backhaul is
critical to the continued success
of mobile broadband, yet
today’s networks do not offer
Head of Mobile Technologies,
Ogilvy Group UK
Business
concerted push into the cloud
computing space.
in Japan and France, respectively.
Meanwhile, NEC will today
the sustained
management
level of
sophistication
Services
Network Norway will deploy launch its ‘cloud platform suite,’ and operational efficiency that Symposium
the company’s femtocell kit for which will ship by the end of high-performance mobile
its enterprise customers in a this month. Cloud computing broadband requires,” said the
pilot launch, claimed to be the has been hyped as the telecom vendor’s Hiroyasu Ishii. The role of mobile advertising in the application store
country’s first such rollout. industry’s next potential growth “Furthermore, in the new era of Time: 11.10, Room 5
Network Norway is a relatively driver, with Gartner expecting it ‘Cloud by Carrier’, guaranteed
small mobile operator – to be a US$150 billion market carrier-grade service levels must
covering the cities of Oslo, by 2013, up from US$47 billion be maintained in order to 1) What will be the main focus of your presentation?
Stavanger and Trondheim - but in 2008. deliver next-generation IT I will be showing where apps fit within a sound mobile strategy, and how best
claims to be the fastest growing Off the back of its cloud services if operators are to to use them as branding tools and to acquire new customers for a brand.
operator in the country. It has computing support, NEC is also remain competitive.”
2) What is Ogilvy’s involvement in application stores, and how
will this evolve?
As a creative agency we see mobile applications as a current format for
BBC prepares mobile advertising. That is to say that the app itself is an ad. On that
basis we produce all sorts of apps for our clients. I'm not talking about
for 2012 ‘mobile’

advertising within apps although that is a valid media channel.
3) What unique benefits does an application offer an advertiser?
Olympics A mobile app can respond to any type of brief. We use branded
utilities to solve problems, or humour, entertainment and content
value to deliver brand experiences.
By Ian Volans “Mobile is ideal for sport,” Olympics presents a massive
said Kortekaas. “It’s personal opportunity for the mobile industry. 4) Is the app store advertising opportunity dominated by the iPhone
ARK KORTEKAAS and immediate, able to provide “This will be the first truly digital at present? If so, how will this change going forward?
M (pictured) will outline

the UK broadcaster’s
plans for mobile coverage of the
audiences with up-to-the-
minute information in short
sharp updates ideal for
Olympics and the first that has
been held since audience usage of
mobile data has really taken off.”
Of course the iPhone is a great user platform and distribution
channel for our work, but interestingly we have produced more Java
apps and achieved many more downloads with these.
London 2012 Olympics at consumption on the move.” From the BBC’s perspective,
Congress tomorrow. Sporting events are currently one key challenge will be to create 5) How great a role will advertising play in applications in the
The BBC’s experience with the BBC’s biggest drivers of online a quality mobile experience that next few years?
iPlayer, the successful service that traffic. In 2009, there were 12 allows audiences to follow many Advertising will play a significant role. It’s only just really begun and
makes BBC television and radio occasions when the BBC Mobile events concurrently while still we are constantly finding new possibilities. Some of the best apps
programmes available via the web website received more than 1 being able to access the detail they will have advertising budget behind them.
for seven days after transmission, million page views an hour from want quickly and easily. For the
will be an important factor in UK users: nine were related to wider industry, the obvious 6) Aside from advertising, what other trends are driving
shaping Olympic services for football, two to a combination of challenge revolves around dealing development in the application store sector?
mobile. Now supported across 21 football and cricket, and one to with the added pressure on the We are seeing many different app stores coming on the scene now
popular handsets, iPlayer is Wimbledon. In the last quarter of networks when a high density of and I think competition is strong. It will be interesting to see how
currently serving up more than a 2009, the BBC Mobile site was users congregates at key sites. these stores develop - this competition will drive innovation.
million programmes a week to used by an average of 2.3 million Mark Kortekaas is the BBC’s
mobiles, although the majority of UK users every week, and over Future Media & Technology 7) What challenges will the app store market face going forward?
video usage is currently over Wi-Fi 525,000 UK users every day. Controller for Audio & Music and What we really need is a unified platform and an infrastructure that
rather than 3G connections. Kortekaas believes the 2012 Mobile Media. can handle it. Still the disparity of operating systems is holding
things back significantly. There is a bigger potential problem
however, which is network data capacity. If everyone had an iPhone
and was using data rich apps, would the networks be able to cope
Skype strikes alliance with such a high-profile

operator as Verizon Wireless
would mark a sea change for
with demand? I wouldn’t be surprised if we see a return to paid-for
data in the medium term, which would be a real pain.
deals with Verizon Skype’s acceptance among

mobile operators. An alliance will an agreement with Nokia to put CATALOGUE ADDENDUM
signal that mobile operators are its client onto N-series
and Symbian learning to cope with the VoIP
threat by trying to co-opt
smartphones. And the VoIP
provider is also seeking to work
Harris Stratex Networks is now
Aviat Networks.
potential rivals rather than with mobile operating systems. Hall 2, Stand 2F27 & Hall 4,
By Richard Handford tomorrow’s event. Possible oppose them. Similarly, O2 Today, it will announce a VoIP Hospitality Suite 4.2HS18
announcements might include recently acquired Jajah, another client for smartphones which
OIP PROVIDER SKYPE Skype developing a VoIP client to VoIP provider. run on the Symbian OS. The Canada Pavilion is located at
V is introducing a Symbian
client and joining forces
with Verizon Wireless.
run on handsets provided by
Verizon Wireless.
An alliance is significant
John
Wireless’s
Stratton,
executive
Verizon
president and chief marketing

vice
The Skype for Symbian client
will run on any smartphone
using the latest version of the
2A97, 2A108 in Hall 2 and 3.1HS68,
3.1HS93 & 3.1HS12 in 3.1 Gallery
Verizon and Skype will because traditionally mobile officer, and Josh Silverman, Symbian OS. It will be Syniverse Technologies are located
tomorrow host a joint press operators have looked on Skype Skype’s CEO, will speak at the available from launch on Nokia at 1E01 in Hall 1 not 1E10
conference at Congress in what with suspicion.They have viewed press conference. handsets and Skype will soon
represents a turnaround to a the VoIP provider as a threat to Skype has a three-pronged make it available for handsets
difficult relationship between their core voice revenues. An approach on the mobile market. from other manufacturers,
mobile operators and the largest exception is 3, whose disruptive In addition to mobile operators, including Sony Ericsson.
VoIP provider in the world. approach as a late entrant to the it is seeking alliances with Skype clients are already
Neither company has given any mobile market has involved handset manufacturers. At last available for Android and
further information ahead of partnering with Skype. But an year’s show, Skype announced Windows Mobile smartphones.

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NEWS IN BRIEF... r Canada to “Multiple operating systems,

various network interfaces and
Q&A r
pilot cross- fragmented technologies make
Powering Stephen Rasmussen,
mobile apps network application development far too
complex for any developer,” said CGAP
Service2Media is debuting
its mobile applications and
mobile apps Upinder Saini, vice-president at
Rogers Communications, Mobile Money -
service development
platform, M2Active. The
initiative Canada’s largest mobile
operator. “The standardised
Transfers,
new platform adds even By Matt Ablott approach of OneAPI not only Transactions
more features and enables, reduces these barriers to extend
from one single script, ANADA’S THREE MAIN opportunities to the wider and Technology
mobile applications and
services to run natively
across all mobile devices,
C mobile operators are to
become the first in the
world to commercially test
developer community, but also
equips developers with flexibility,
added relevance and significantly Mobile banking in 2020 – Time: 11.45, Room 6
minimising the time and OneAPI, the GSMA-led initiative reduced time-to-market.”
effort spent on development designed to help developers The GSMA said that the
and maintenance. deliver applications across ability to build operator billing 1) What will be the main focus of your presentation?
multiple operator networks. functionality into applications I'll cover the outlook for mobile banking over the next decade - how a
CD quality over 4G Rogers Wireless, Telus and Bell was likely to be a key driver for younger world, more Internet, crime, and activist governments will affect
Fraunhofer IIS is Canada – which together account the initiative. While Apple’s App mobile banking penetration over the next decade. These four forces will
demonstrating mobile for over 95 percent of the Store has benefited from the determine how little - or much - mobile banking really takes hold for the
phone calls in stereo CD Canadian mobile market – will use iTunes payments platform, 2.7 billion people globally who lack access to basic banking services today.
quality over a 4G cellular OneAPI to offer developers a many rivals have struggled to
network. With the single interface into their monetise applications and most 2) How far is the m-banking market from reaching its potential?
Fraunhofer Audio networks, enabling network- today are given away for free. In We keep pointing to M-PESA, the Safaricom service in Kenya that has
Communication Engine for centric applications in areas such the Canadian pilot, OneAPI will reached 8.5 million people in just three years. But that’s basically
LTE-A networks, voices as messaging, location and provide a single billing and payments and transfers. Research shows that poor people want and
sound as clear and natural payments. Such capabilities are payment solution across the use a range of financial products – just like us. They want safe storage
as if talking to someone in seen as largely untapped today three networks using their for their funds, they need microcredit, even insurance. CGAP is working
the same room. because operators typically use existing billing systems. The with partners, especially the Bill & Melinda Gates Foundation, to see
different APIs, making it difficult pilot uses Aepona’s Universal how a broader range of products, especially savings, could be offered
Opera and for applications to work seamlessly Service Platform (USP) to over mobile phones. Mobile banking is clearly important in this regard,
deCarta partner across different networks. connect the three operators. but we also see a lot of progress with traditional card and POS systems.
Opera Software has formed OneAPI also aims to eliminate The Canadian pilot will also
a partnership with deCarta the problems of delivering mobile use the GSMA’s number 3) What are the challenges to overcome?
to bring maps, local search applications across multiple - and translation service, PathFinder, Governments should open markets for providers, in a way that
and travel routes to the often incompatible - device to determine which operator to protects the poor and keeps the financial system stable. Companies
Opera browser family. The platforms, many of which have send the OneAPI call to while that offer products that keep the customer’s needs in focus will
new geospatial features in sprung up in response to Apple’s allowing for number portability. prosper. In Kenya, we know that more than 2 million people are
upcoming releases of Opera pioneering App Store, which The specs for OneAPI are in the paying to use M-PESA as a savings mechanism, and 1 in 10 Filipino
Mini and Opera Mobile will launched two years ago. The process of being adopted by the mobile money users say they save through their mobile wallets as
allow Opera users to access initiative is part of a wider effort Open Mobile Alliance. well. This strongly suggests a market for more specialised products
maps, local search and by the operator community to Following analysis of the than a "one size fits all" payment platform."
travel routes quickly, provide more feature-rich Canadian pilot, further pilots
localized for their region. applications by opening up their will be launched around the 4) What has been CGAP’s role in the market to date, and what are its
networks to developers. world this year. future plans?
In addition to our demonstration projects, over the past year CGAP
has led or partnered with others on market research with more than
6,000 mobile money users in Kenya, Philippines, Brazil and South
Redknee joins hands Africa. Our mandate is to catalyse the market to serve poor people,
viably, with appropriate technology-enabled financial services.
with Microsoft 5) What does 2010 hold for the m-banking market in terms of
real progress?
By Richard Handford operators more responsive by We'd like to see more success stories beyond M-PESA. But perhaps
reducing the time they take to equally important, we are also seeing variations of the business
NEW PARTNERSHIP is launch a new service. Another model that offer additional services by partnering with banks, which
A developing a single
solution for mobile
operators that combines
another potential benefit is that
operators’ operational efficiency
increases because customer care
is required by regulators in many markets. Telenor’s tie up with
Tameer microfinance bank in Pakistan, which could potentially offer
a full range of financial services, is one to watch in 2010.
Redknee’s OSS/BSS capabilities teams can interact with users in
with Microsoft’s CRM platform, a more automated way. 6) Realistically, how large a market do you expect this sector to
the two companies will Lucas Skoczkowski (pictured), become over time?
announce today. Redknee’s CEO, said operators Last year's market sizing by CGAP, GSMA and McKinsey found
The companies have worked will see the benefits of the new that across Africa, Latin America and Asia, the number of people
together in the past on an partnership: “It’s simpler for the programmatic how we work who do not have a bank account but do have a mobile phone is set
incidental basis but are now customer. They look for us to together,” commented Terry to grow to 1.7 billion by 2012. These ‘unbanked mobiled’
pulling together their billing solve the technology aspect and McGuigan, managing director, individuals represent a compelling market opportunity.
and CRM software into one they want to be able to focus on telecommunications industry,
product that will be launched in their business.” communications sector, Microsoft. 6) Which markets (both geographically and demographically) hold
the summer of 2010. Redknee and Microsoft Redknee’s experience is that the most potential for m-banking?
The rationale is that business previously worked independently an integrated approach has a Mobile banking has a good chance of taking off in any market
units within a mobile operator, for the same mobile operators and quantifiable value for mobile where people have to rely on cash to move money or pay for
such as marketing, sales, found themselves doing operators, according to things. Carrying cash can be dangerous and expensive. Every
operations and customer care, integration work together at the Skoczkowski. He says operators country is unique, but the success factors for growth include a
can work more easily together account level.“This partnership is find that usage per subscriber younger demographic, more Internet-enabled phones, avoiding or
through an integrated solution now about taking a more increases within 12 months by reducing risks around fraud and cash loss, and governments that
rather than functioning on an proactive, forward-looking view an average of 20-30 percent, foster financial inclusion.
individual basis. More joint and doing more alignment which translates into an ARPU
working makes mobile upfront and making it more increase of 10-20 percent.

4G4U
We are the newest name in mobile backhaul.
Come and see why our IP wireless backhaul solutions are

leading the way to the full-on 4G/LTE future.
Hall 2, Booth #2F27, or visit us at www.aviatnetworks.com

MOBILE DATA GROWTH | BRIDGEWATER SYSTEMS

By David Sharpley
Senior Vice President, Bridgewater Systems
Chaos in the
mobile
ecosystem?
Take control!
Strategies for profiting from mobile data growth
The mobile data industry has evolved rapidly over the past two years,
with the impact of growing 3G penetration, lower cost smartphones INNOVATIVE SERVICE MODELS
and USB laptop dongles, the popularity of mobile applications, and
flat-rate data plans. This has resulted in huge growth in data Service models are evolving in a data-centric mobile world as a result of massive
traversing operators’ networks. The market has now reached a growth in data throughput. Flat-rate data plans are unsustainable for the heaviest
• Speed-rated: These plans offer operators the ability to increase revenue from
chaotic and critical point with network congestion being felt by users and innovation inevitable:
operators and consumers alike.
the heaviest users by placing these subscribers on the most expensive tariffs,
• Time-based: Telecom Italia Mobile has successfully deployed time-based

erhaps the collective intelligence of Meanwhile, operators deploying a implemented through effective policy control on the consumer side.
P ant colonies can service as

inspiration. Ants prioritise traffic
data traffic offload strategy to Wi-Fi or
femtocells, using service control to mobile data plans. The model implements tiered pricing based on the number
• Bandwidth usage and application specific: Next generation policy control

for those carrying food, shift to different ensure transparent and secure subscriber of minutes a user spends on the data network.
paths based on traffic patterns, and access, can expect annual savings of
continuously communicate and evolve as about 25 per cent by 2013. The evolution solutions enable operators to implement controls and pricing based on
conditions change. to HSPA and LTE will save around 20 per bandwidth usage or specific traffic types. Operators can flexibly charge for
Similarly, operators are introducing a cent in costs, according to Chetan heavy bandwidth services such as video or peer-to-peer in real time.
toolkit of network resource management Sharma Consulting. SmarTone-Vodafone, for example, is delivering tiered services in Hong Kong
strategies that will reduce costs and Cost reduction is only one side of the based on bandwidth usage and time, as well as applications on-demand
• Time of day: Operators in mature markets have seen a clear time-of-day usage
improve economies of scale by balancing equation. Operators are now creating using policy control and subscriber data management capabilities.
traffic requirements across networks and new service models that move away from
implementing real-time usage controls. unsustainable flat-rate plans towards pattern emerge for mobile data. Similar to other utilities, they can charge more at
Policy control, data traffic offload, tiered and usage-based pricing peak times according to network capacity , or conversely, offer consumers incentives
evolution to 4G, and network underpinned by subscriber, service, and to download during quiet network times. Underpinned by policy control, dynamic
• Location-based service models: Traffic patterns over the past two years
optimisation will incrementally reduce policy control as shown in the table. and transparent pricing enables operators to effectively manage peak loads.
data delivery costs by more than 60 per Flexible, dynamic, and personalised
cent over the next three years. A holistic pricing models that reflect subscribers’ demonstrate that the most congested cell sites are in urban centres.
approach in an era of huge mobile data preferences and context, bandwidth and Implementing charging models based on congestion is commonplace –London’s
growth is vital to long term success. application usage, and network conditions congestion charge zone for example. Could operators implement a similar model
• Quality of service models: Guaranteed QoS comes at a cost to operators,

Policy control – how, when and under are the wave of the future. It is ultimately on their mobile networks if guaranteed quality of service is the outcome?
which circumstances subscribers can the responsibility of mobile operators to
access networks, applications and services introduce these models with quality of especially in mobile networks where bandwidth is necessarily a shared resource.
– will contribute cost savings of over 10 per service guarantees that are based on users But the emergence of ‘bandwidth boost’ models – whereby a user is offered a
cent, equating to over $15 billion in savings modifying their behaviour. With that will short-term increase in bandwidth for a set fee for example – provide the
• Ad-funded solutions: Mobile advertising is beginning to emerge as a revenue

by 2013 in the US market alone. come order from the mobile data chaos. opportunity to implement service level agreements.
source for operators. With subscriber data privacy concerns now being
OPERATORS ARE IMPLEMENTING MULTIPLE STRATEGIES TO addressed, mobile advertising could create new revenue streams for the
MANAGE MOBILE DATA COSTS SUCH AS POLICY CONTROL, operator, personalized offers for the consumer, and more brand awareness for
• Mobile commerce driven: Japan offers insight into a commerce-driven mobile

DATA TRAFFIC OFFLOAD, AND MIGRATION TO 3G AND 4G. BY the advertiser.
COUPLING THESE STRATEGIES WITH PERSONALIZED
data market, with an open ecosystem driving adoption and consumer spending
SERVICE PLANS BASED ON OPERATORS’ KNOWLEDGE OF on services. Leading mobile Internet players including Yahoo! Japan have
SUBSCRIBER USAGE, THEY CAN BENEFIT FROM A MORE developed a viable market for content, services and mobile advertising in
PROFITABLE MOBILE DATA BUSINESS MODEL. partnership with mobile operators.

MOBILE MESSAGING | SYNIVERSE TECHNOLOGIES

Tony Holcombe
President & CEO, Syniverse Technologies
Opportunity
Knocks:
Increase revenue, customer loyalty by
embracing advanced messaging solutions
Traditionally, peer-to-peer messaging communication, along with voice, BUILDING BLOCK 3: IDENTITY
has long served as the foundation of operators’ revenue streams and as Identity represents the final building block
the defining feature of the mobile user’s experience. More recently, for future messaging success. Already
though, mobile messaging, which began life limited to 160 characters recognized as one of the most multi-
of basic text, has evolved to give users a wide range of choice in the faceted and problematic issues that our
ways they communicate with friends, families and colleagues as well as online society is confronting, the ability to “MOBILE OPERATORS
with websites, remote applications and even distant machines. choose, create, change and manage PLAY CRITICAL ROLES
identities adds yet another level of
nfluenced largely by the online control for sharing presence with others richness and complexity to the service mix. IN DELIVERING
I experience and sophisticated
handsets, end users see their mobile
devices as tools not just for direct
in the wired and wireless world.
Consequently, presence information
is an essential facet of successful mobile
In the course of a single day, a user
may have different identities depending
on the roles he or she plays (e.g., parent,
LOCATION AT A
CONSISTENTLY HIGH
communication, but also as a way to applications. Whether it’s a subscriber business associate, friend) and the STANDARD.”
access the Internet and all the riches it using presence criteria to control and exchanges involved (e.g., m-commerce,
offers. The result is that SMS and MMS route voice, text or content, or just professional networking, social
are no longer enough. Subscribers today selecting appropriate emoticons to networking). Some may require
want a full range of messaging services, indicate his or her temporary authentication, while others may
including mobile instant messaging availability, that information needs to be demand anonymity. This is where the
(IM) and chatting as well as the readily exchangeable with whomever operator can increase its value to the end irrespective of a user’s network,
expanding realm of mobile social the user chooses. user by offering a secure, reliable service platform of choice or the community to
networking and blogging. They also that allows identities to be switched with which they belong, so that subscribers
want to be able to share dynamic BUILDING BLOCK 2: LOCATION the utmost confidence and comfort. can go anywhere and do anything.
information about their location and Closely linked with the issue of presence One way to solve the business and
availability to chat with others. is location, enabling users to send and THE CHALLENGE: technical complexities of next generation
So as users’expectations evolve, and as receive messages with geographic INTEROPERABILITY messaging is via an advanced messaging
new forms of communication find their context or value. Entirely new It’s clear that by leveraging presence, hub, a solution that provides seamless
place in the mainstream, operators are communities of interest for both location and identity operators have the interworking across disparate formats,
presented a tremendous opportunity to individuals and businesses have been opportunity to turn the messaging devices and platforms to facilitate the
increase revenue and establish a created as a result of increasing global evolution into new, surging revenue transparent, intelligent handling of all
competitive advantage. All it takes is the coverage of geographic information streams. Grasping the opportunity, types of messages. This sort of platform
willingness to break down the old systems at ever greater levels of detail. however, requires delivery of the same also simplifies the messaging landscape
protective walled garden, embrace the Thanks to the inherent openness of seamless messaging service to which for subscribers into one that is effortlessly
monumental changes taking place in the Internet, enterprises are more likely users have become accustomed with their navigable. Their experiences must be
today’s mobile ecosystem and deliver the than ever before to bundle location, traditional SMS and MMS applications. interactive, intuitive and convenient, and
three fundamental building blocks of mapping and direction information with Undoubtedly, cross-platform or must give them the ability to
advanced messaging: presence, location other communication services, including cross-network interworking between all spontaneously communicate and share
and identity. mobile ones, to generate business. It’s the various messaging types and across experiences with individuals, groups and
also possible for friends to create social the three building blocks can be a social networking communities from any
BUILDING BLOCK 1: PRESENCE networks based on geography and complex endeavor – especially as many mobile device, wherever they want,
For years, Internet-based IM systems set proximity by tracking one another of these elements grew up, at least whenever they want.
the standard, allowing the sharing of through opt-in services that link initially, outside the highly standardized Now is the time for mobile operators
personal availability and accessibility messages, calls and content with world of mobile. So operators must to prepare themselves to capitalize on
information. Today, users have an ever- physical location. remember that it’s no longer about the significant revenue and customer
expanding choice of wireless devices that Mobile operators play critical roles in simple message routing. They also must loyalty opportunities that can result by
go with them wherever they travel. With delivering location at a consistently be able to intelligently deliver the next implementing and offering advanced
this portability comes a desire for greater high standard. generation of rich messaging services messaging solutions.

FEATURE | MOBILE LIFESTYLE – GSMA

By Michael O’Hara, Chief Marketing Officer, GSMA
Earning a Living from

the Mobile Lifestyle
In the past 12 months, the mobile lifestyle has really begun to take Near Field Communications (NFC) conversational messaging and presence-
shape. Millions of people are now using innovative new mobile services, contactless technology to enable quick enhanced contact management, all
such as augmented reality apps, mobile money transfers and location- and easy mobile payments. interoperable across mobile and fixed
enhanced social networking, which have emerged to take advantage of Supported by more than 50 operators, networks. More than 90 operators and
the increasingly widespread mobile broadband infrastructure. many of whom are piloting services, the vendors are supporting RCS, which is
Pay-Buy-Mobile programme advocates already in live deployment in South
ather than simply replicating what ADVANCING MOBILE the use of a standard technical approach: Korea and is being trialed by operators
R already exists on the fixed-line

Internet, many of these services
create an entirely new experience tailored to
ADVERTISING
Let’s turn first to mobile metrics, which is
designed to take the guesswork out of
mobile payment applications stored in
the SIM card linked to a NFC chip in the
handset via a standard technology
elsewhere in the world.
You can find out more about RCS by
visiting the App Garage, which is part of the
the lifestyles of people who aren’t sitting in mobile advertising and realise its known as the Single Wire Protocol. This new App Planet event in Hall 7. The App
front of a PC all the time. Augmented potential to become a major new revenue common technical approach is important Garage will be running RCS
reality apps, for example, superimpose stream for the mobile ecosystem. The because it will help handset makers demonstrations each day, as well as
information on the live video images shown GSMA and the UK’s five mobile achieve economies of scale, while showcasing the winners of RCS
in a camera-phone’s viewfinder, pointing operators, Telefónica O2, Vodafone, enabling consumers to keep using DevChallenge, a competition for developers
out the nearest train station or providing Orange, T-Mobile International and 3, mobile payment services as they travel to encourage new and innovative ideas for
links to reviews of a restaurant across the recently announced the official UK across borders. future RCS-based services.
street. The big challenge now is to make launch of the GSMA Mobile Media The mobile medium is also ideally suited
such services commercially viable, whether Metrics (MMM) product, a pioneering to enabling the fast and efficient transfer of EXCHANGING INNOVATION
through advertising, micropayments or census-level solution to mobile media cash between people and merchants, Of course, many of the most exciting and
some combination of the two. reporting. Taking irreversibly anonymised making even small payments cost-effective compelling mobile lifestyle services of
The most successful of mobile lifestyle browsing data from the UK mobile and simple to execute. The GSMA has two the future probably haven’t even been
services will combine the best attributes of operators, the service will provide a programmes related to mobile money conceived yet, or if they have, they are
the web and the mobile worlds to create comprehensive insight into mobile media transfers both now coordinated through probably hidden in the brain of a young
compelling services that people will be consumption, empowering brands and our new online Mobile Money Exchange. entrepreneur or software engineer. The
prepared to pay for or will be highly agencies to plan effective and focused Through the Exchange, there’s a wealth of GSMA seeks to uncover the best ideas
attractive to advertisers. Right now, the campaigns for the mobile medium. information on the GSMA’s partnership and most promising new technology by
GSMA is running several mobile lifestyle The launch follows a feasibility study with the Bill & Melinda Gates Foundation bringing small companies together with
programmes designed to encourage which created a measurement process for to bring financial services to the one billion mobile operators and venture capitalists
innovation, while incubating commercially mobile browsing that both respects the people worldwide who have a mobile through our Mobile Innovation Market.
viable services before driving them to the privacy of mobile users and provides rich handset, but don’t have a bank account. The Congress here in Barcelona marks
mass market. These programmes range planning information for the media and The Exchange is also an online focal point the culmination of the year-long 2010
from the development of mobile metrics for advertising communities. The Mobile for the GSMA’s Mobile Money Transfer GSMA Mobile Innovation Grand Prix
advertising, mobile money and advanced Media Metrics service provides a rich, programme, which is catalysing the market competition to find the most innovative
messaging services to the standardization aggregated view of mobile Internet user for international mobile money transfers startups worldwide in the mobile sector.
of network application programming behaviour, enabling market-level analysis by working with leading remittance service Judged by R&D experts from the operator
interfaces (APIs) and ensuring of site visitation and engagement metrics, providers to establish global hubs that community and eminent VCs, the Grand
interoperability between IP networks. such as page views, time spent on specific operators and banks can use to securely Prix helps mobile operators filter through
sites, and device types and features. This and easily transfer money from a handset the tens of thousands of young
will enable better planning of marketing to another handset overseas. companies developing mobile services,
THE MOST SUCCESSFUL campaigns, and in turn, will accelerate solutions and products. The process,
OF MOBILE LIFESTYLE sales of mobile advertising inventory. RICHER COMMUNICATIONS together with ongoing interaction
SERVICES WILL COMBINE MOBILISING MONEY
At this year’s Congress, we are also
showcasing Rich Communication Suite
through the online Mobile Innovation
Exchange, also helps startups better
THE BEST ATTRIBUTES In future, mobile advertising and (RCS) services, which enable people to understand the needs of mobile operators
OF THE WEB AND THE marketing is likely to become access a range of advanced messaging and align their work more closely with the
MOBILE WORLDS TO increasingly integrated into mobile services direct from their handset’s trends in the marketplace.
CREATE COMPELLING payment services, so that consumers
using their mobile phones to pay for
contacts book. There will be several
demonstrations of RCS, including one
As evidenced through the wide range
of initiatives underway in the mobile
SERVICES THAT PEOPLE goods at point of sale can also easily showing the service running on multiple industry, the mobile lifestyle is not just a
WILL BE PREPARED TO redeem vouchers or view adverts for Nokia handsets connected to Telefónica’s vision of the future – it’s here today. And
PAY FOR OR WILL BE related products and services on the network enabled by Ericsson. we’re working to ensure that the mobile
HIGHLY ATTRACTIVE TO screen of their handsets. Through its
Pay-Buy-Mobile programme, the GSMA
Underpinned by technical specifications
developed by the GSMA, RCS enables
lifestyle of today and tomorrow will be
both rich and rewarding for consumers
ADVERTISERS. is working with mobile operators to use in-call multimedia sharing, and the mobile industry.

VISIT AMDOCS AT HALL 8, BOOTH 101
Amdocs is dedicated to helping service providers

realize their potential in the connected world. DO MORE
Using your existing assets – your subscriber
data, your network and your infrastructure –
IN THE
Amdocs can create new value for your company. CONNECTED
It starts with the ability to create and deliver
WORLD
superior customer experiences. That’s why
our unique customer experience systems EXPAND QUICKER
(CES) approach combines leading business- DRIVE EXPERIENCE
and operational-support systems, results-driven RUN LEANER
services and unmatched industry expertise.
Simply put,Amdocs enables service providers to

take advantage of new business opportunities
faster, differentiate through personalized, real-
time customer experiences, and build leaner, CUSTOMER EXPERIENCE
more agile operations in the connected world. SYSTEMS INNOVATION
To learn more, visit www.amdocs.com/domore. © 2010 Amdocs. All Rights Reserved.

MOBILE DATA | OPENWAVE

By Ken Denman, CEO, Openwave
How to Survive BENEFITING FROM THE MOBILE

DATA ONSLAUGHT
In a world dominated by an all IP
protocol, which we’ll start to see with the
the Mobile
launch of 4G networks, service providers
will need the infrastructure in place to
differentiate users, devices, traffic types
in order to compete beyond a simple
price per megabyte.
Data Tsunami
Soon, the data tsunami will be less a story
about maximizing bandwidth and more of a
story around maximizing revenue.
A more efficient way for mobile
operators to handle the approaching
data tsunami extracting maximum
return on their investments in 4G
The stressed state of mobile network upgrades is to deploy
networks has become front page context-aware, traffic mediation software
news as entire metropolitan that sits in the data path and enables
areas experience sluggish operators to monitor, manage, and
connection speeds and complete monetize traffic by creating and
service disruptions. The latest delivering smart policy-driven services.
holiday outages don’t just make As is increasingly the case with
great headlines, they highlight congestion on our roads, we will need to
the mobile operator’s ongoing develop more consumption-based
struggle to cope with runaway pricing capabilities and related plans to
demand for data services. help keep traffic flowing. The answer
may lie in metered usage based on time
he growing popularity of of day, class of service or specific content
T smartphones and other mobile

devices has caused a massive
increase in data flowing through operators’
type. We could also provide pre-paid
subscribers with the ability to monitor
their own use of mobile data, while pay-
networks, effectively creating a ‘mobile as-you-go data plans could include a
data tsunami.’ These unprecedented and variety of time-based options, like hour-,
unpredictable data surges place enormous day- and week-long plans. One of these
pressure on the networks, forcing approaches could result in users signing
operators to scramble for an immediate up for a day or a week of mobile data
solution to their capacity problem as well usage or even a MB plan, opening
as plan strategically for future growth. reliable incremental revenue streams for
The clock is ticking; operators need operators that could total into the
immediate, practical solutions. As we have The second tidal wave is not as close, TRAFFIC OPTIMISATION millions per year. Other customers could
seen, network capacity is being stretched but it looms larger. Fueled by the One immediate way for operators to be provided with custom speed (QoS)
to the limit as previous peak load traffic increasing array of laptops, netbooks weather the storm is to“add”bandwidth by access to their favorite social networking
levels are extending to more hours of the and other wireless devices, this wave of reducing the amount of content sent over sites. This level of micro segmentation is
day. Unfortunately for operators and demand isn’t constrained by a the air through compression techniques, rich with possibilities.
users, we are likely to see more outages handheld form factor or mobile usage such as video optimisation and caching. Expanding on this idea of metered
from more networks in the near future. patterns. Again, networks are already This option is meeting two complementary usage, companies could also consider
feeling the strain of tethered laptops, objectives. By actually reducing the data providing different tiers of service. The
WAVES OF DATA DEMAND but what happens when machine-to- required for video and other data through tiered pricing model has worked well in
A closer look at the data tsunami reveals machine communications (for instance, smart technology within the operator the wired Internet world where users are
that there are actually two distinct tidal a home security system streaming video network, the operator is reducing the data willing to pay a higher price for a faster
waves of demand. The first is upon us; it to a mobile device), become more traffic burden and increasing video and web experience and certain features that
comes from the increasing number of widely available? browsing speeds for the consumer. work well in a high speed, low latency
smartphone users, and the type and size environment.Tiered pricing could translate
of data they are consuming. NO MAGIC 4G BULLET PREDICTIVE ANALYTICS well into the mobile Internet world.
Smartphone sales are expected to Today, the first wave of data demand is Another vital tool is an in-network mobile There are many options available for
represent 31 per cent of all handsets sales pushing many networks to capacity. They analytics suite. Analytics can turn the raw addressing how we manage and
by 2012 (44 per cent in the US and 56 per are one surge away from experiencing data on the network into actionable monetise this mobile data tsunami but
cent in Europe1), and the latest devices prolonged outages, as we are starting to intelligence to improve traffic flow. For there is no one over-riding solution that
remove many of the previous barriers of see and read about. LTE and other 4G instance, analytics can pinpoint the users will solve the problem. The combination
mobile data uptake: small screen display, systems will alleviate some of the strain. and devices most likely to cause network of various software capabilities and tools
content incompatibility and slow data But network upgrades are multi-year congestion. It can also provide traffic reports will be critical to combating the issue
entry. The data traffic generated by these projects, spectrum is still a scarce to locate and alleviate bottlenecks across the while beginning the process now will
devices is up to 30 times greater than typical resource and demand is likely to access network, backhaul or web help ensure that consumers are not
older mobile phones2 which complicates continue exceeding supply constraints. applications/sites. Finally, mobile analytics caught in the eye of the storm.
mobile operators’content, services and tariff However, there are practical steps help guide the operator to increased revenue
strategies. For example, flat pricing models operators can take today to maximise by identifying popular mobile Internet and Source: Strategy Analytics
1
have successfully spurred adoption and their bandwidth and future-proof their data trends on which to base relevant Source: Openwave, Strategy Analytics, Cisco
2
usage rates, but margins are shrinking. network investments. services, promotions and premium content. Systems, Inc

ACISION | MOBILE DATA

Steven van Zanen, Head of Mobile Broadband, Acision.
2010 to 2020 - the path

to delivering data over
the next decade
As the digital world rapidly extends to mobile, operators need to
prepare their business and their networks
THE EVOLUTION TO A MOBILE (Source: Cisco). The effect this is having on

DATA CENTRIC INDUSTRY Quality of Service (QoS), network
We all know that the mobile phone has investment and profitability is obvious and
come a long way over the last decade and dominating today’s headlines.
has taken centre stage in our information So, how does the industry create a
savvy society and our lives. This has made mobile services ecosystem that not only
the mobile device, but even more so the deals with the enormous growth in
data it carries, critical and personally mobile data traffic that the next decade
important. A remarkable fact considering of mobile data services will bring, but
the advent of mobile data only occurred enables mobile operators to differentiate services, enabling third parties easy pay contract, the consumer will still want
around ten years ago when many and bring new services to market? And access to the core data service and to be aware exactly on how much
countries held 3G spectrum auctions. It how is it possible to achieve this while giving consumers the ability to allowance is being spent to fully
has taken the greater portion of that ensuring a healthy profit per gigabyte, in personalise and tailor the service to their understand how using the service
decade for the infrastructure, handsets and an increasingly competitive landscape? individual demands and preferences. translates into actual monetary impact,
services to catch-up with the excitement enabling instant gratification on service
and hype that 3G auctions raised within RAISING THE CAPABILITY BAR DEALING WITH UNPRECEDENTED consumption and an immediate
the media back in those days. In order to effectively balance the need for VOLUME AND LATENCY NEEDS understanding of how costs align to the
Having spent the past 10 years cost control, increased ARPU and high This much needed step change in service. Regardless of this, the requirement
establishing the success of mobile data levels of quality of experience, mobile capability needs to be achieved, however, to control, optimise and differentiate the
services, it is now the time for the industry operators need to significantly increase under unprecedented volume and service will require full ‘in-service’
to focus on the fundamentals of delivering their capabilities in the following areas: latency requirements. The enormous capability regardless of payment method.
its future. This is increasingly important as • Service Control – In order to maximise traffic levels will expose any architectural
service bundles and ‘all you can eat’ tariffs the amount of concurrent users the deficiencies of a solution, as well as COUNTING THE TRUE COST OF
put ARPU and profits under extreme network can support, operators need to posing significant challenges to an DATA: AFFORDABILITY
pressure across the globe. Also, a shift is intelligently allocate the scarce resource operator’s marketing, planning and The real showstopper, however, is
taking place, away from the traditional ‘in- amongst their entire customer base. This operations divisions, and will require a affordability and cost of ownership. With
network’ operator services to data-hungry, requires absolute control over any radical revision of their network unlimited budgets one can start to imagine
rich-media internet services such as social service, such as VoIP, messaging, architectures. Architectural flexibility is achieving the ambitious goals of creating a
network centric services and high definition browsing or video with full awareness of required to address any issues as soon as step change in capability under stringent
video-sharing. Finally, exploding mobile network type, location, network status, they arise and as close to their sources as volume and latency requirements. But, as
broadband data volumes are putting device type and any other relevant possible - providing performance and we all know, operator budgets are not
enormous pressure on networks, costs and aspect of the service. Only then can a deployment granularity to suit individual limitless and they will have to continually
profit per gigabyte. With these challenges differentiated service be delivered in line network topologies, or supporting count the cost of their data.
facing operators, securing a sustainable and with all relevant considerations of cost, offload measures while preserving Affordability of the supporting
profitable future is essential. revenue and quality of experience. service experience. infrastructure is therefore one of the most
• Service Optimisation – Delivering a Operators will need an integrated important barriers to success in the
MEETING CONSUMER NEEDS mobile data service requires much more solution that can deal with explosive coming decade. The days are gone where
With 1.5 billion mobile internet users awareness of network and service traffic volumes as well as offering operators are able to‘integrate’themselves
projected by 2013 (Source: Informa, August conditions compared to a fixed line inherent support for evolving services out of trouble by connecting disparate best
2009) and about half connecting through service, such as varying levels of available and media formats, yet one that can be of breed components on site. Volume and
smartphones or laptops, consumers are bandwidth, congestion levels and device deployed centrally as well as in a latency requirements will simply not allow
becoming ever more sophisticated in how type. The capability to vary aspects such distributed manner both functionally for it. Only those parties which are able
they use their devices and what services as compression levels, content size and and performance-wise. This will help and willing to take true responsibility to
they want. Increasingly consumers are format is essential in ensuring the provide an optimal balance between cost deliver on all aspects of the capability will
demanding “always on”, “always highest Quality of Experience under all and the benefits, while scaling in line have a significant role to play in the future
accessible”, highly personalised, hyper- circumstances while minimising the with traffic demands with minimal which lies ahead.
connected communication channels and required amount of costly gigabit for operational effort. Even then, however, a
rich-media content. This any-to-any data delivering the service. By using the right single distributed node will need to DELIVERING THE NEXT ‘DECADE
environment will be underpinned not just service optimisation tools operators can handle at least 10Gbps of traffic, double OF DATA’
by the devices but by the network itself. also utilise up to 30 per cent less the level that most mobile operators We are entering a very challenging and
These new levels of consumer demand are hardware per gigabyte – a huge saving in currently support today in their entire exciting decade. The entire industry is
set to grow exponentially, especially this costly data driven world. network. All this enhanced capabilities being summoned to deliver a lot more in
demand in video-based content which will • Service Differentiation – Operators need will also need to be applied as the service terms of capability, performance,
coincide with events such as the 2010 FIFA to enable the mobile data service to is being delivered, adding as little as scalability and latency to enable the
World Cup and the Olympics. This, reach its full potential by leveraging the possible additional latency. required quality of experience levels with
coupled with new formats and services will premium of mobility, insight into From a user perspective, in the next a healthy profit per gigabyte. Only those
drive tremendous growth in data traffic subscriber behaviour and preferences, decade the traditional ‘wait a month’ post who will achieve these objectives at
volumes which are set to more than double location, device usage, presence and pay model will effectively become extinct, sustainable levels of affordability will
every year between 2008 and 2013 – a 66- universal reach. This requires an ability at least when it comes to cost control. Even take part in that exciting future. We look
fold increase compared to 2008 levels to easily add these aspects to the data when the service is delivered under a post forward to meeting you there.

ADVERTORIAL
Driving the
Network Evolution
The key element to building a network facility, so traffic needs to be
successful Next Generation Network intelligently routed and managed, and IP is
is an evolutionary path. To provide a also very open, exposing network borders to
suitable basis for this network the security risks inherent in the Internet.
transformation, it is crucial that “Session Border Controllers (SBCs) have
interworking and interconnection become mandatory components within the
capabilities exist between evolving IMS and Next Generation Networks,
traditional infrastructures and next- enabling operators to interconnect to their end
generation IP networks. customers and other networks or operators in
a securely managed fashion,” said Mr. Balos.
CREATING NEW INTERCONNECT “Our SBCs have been deployed since 2002, and
OPPORTUNITIES we have over 500 customers globally across all
As the number, size, and complexity of possible network combinations, including fixed
networks grow, so do the problems of cost- and mobile access, carrier interconnect and
effectively interconnecting these networks peering, and wholesale solutions routing
together. This has become particularly billions of minutes of VoIP traffic.”
apparent now that “islands of VoIP” are Where diverse IP networks meet at network
becoming larger continents, increasing VoIP borders, SBCs provide extensive interworking,
minutes traffic in long distance backbones. protocol repair, and normalization to ensure
VoIP networks must now connect to other, smooth flow of voice and multimedia
often disparate VoIP networks -- and also to sessions. In addition, SBCs manage a complex
legacy TDM networks. set of security risks to prevent service theft,
The traditional solution for managing ensure session integrity, protect policies and
VoIP to TDM network interconnects was to SLAs, and provide network predictability and
hand everything off at a common TDM session confidentiality.
layer using softswitches and media GENBAND's S3 and S9 SBCs (pictured)
gateways – which impacted call quality and provide comprehensive carrier-class security,
increased costs. VoIP to VoIP connections session management, and policy enforcement
were similarly enabled through Session at access and core network borders.
Border Controllers (SBCs), often requiring At the top of its class, GENBAND’s high
transcoding to ensure proper translation. performance S9 SBC is massively scalable,
Further, signalling interworking was enabling up to 150,000 concurrent sessions,
complicated, with legacy fixed and mobile variations meeting new IP-based variants 24Gbps of media bandwidth and 1,500 Calls per Second leveraging flexible
(SIP, SIP-I, H.323, etc.). Advanced Telecommunications Computing Architecture (ATCA) technology.
“Operators continue to be challenged to increase their interconnections while GENBAND’s SBCs are used in the world's largest service provider networks to
reducing costs and improving quality,” said Mehmet Balos, Chief Marketing Officer protect subscriber connections and the core network against service-disrupting
at GENBAND. “They are searching for a supplier that can provide them an efficient, attacks by securely managing, controlling, and enabling interoperability for real-
sensible way to enable any-to-any communications – IP to IP, IP to TDM, and fixed time voice and multimedia sessions at network borders. They deliver secure carrier
to mobile. GENBAND’s highly-evolved Media Processing and SBC platforms are class, real-time communications for fixed and mobile operators, enabling new
just the right answer for operators facing these challenges.” service offerings, rapid revenue generation and network cost-savings.
Leveraging its leadership in Media Processing and Security, the GENBAND Interconnect
Solution combines the company’s state-of-the-art G9 Converged Gateway, C-Series CAPITALIZING ON FIXED MOBILE CONVERGENCE
Controllers, and S-Series SBCs to enable seamless, any-to-any network interconnections. Fixed-mobile convergence in the form of femtocells offers a promising way for
Key elements of the solution include dynamic transcoding, any-to-any signalling, and operators to support voice and high-speed mobile data services in a scalable and
intelligent routing to ensure least cost, highest quality transport between any VoIP, TDM, economic way. By harnessing the existing wired broadband links that many
fixed, or mobile network – all from a single supplier of best-of-breed platforms. consumers already have at home or in enterprises, mobile operators can use
The GENBAND Interconnect Solution simplifies operational management, femtocells to backhaul voice and data traffic to their networks, reducing their own
enables expansion into new geographic markets, and creates powerful cell site backhaul costs and simultaneously improving in-premises service quality.
interconnect opportunities with other operators or partners. For example, GENBAND believes that femtocells offer a unique value proposition to both
operators can engage directly with GSMA’s IP eXchange or other peering networks, mobile operators and customers. Leading industry analysts expect the femtocell
opening up expansive mobile or fixed markets and more efficiently exploiting the market to grow to 70M subscribers by 2012. Further, the market is expected to
operator’s network footprint via expanded Minutes of Use. In addition, the solution bring in about $1.8B by 2013
future-proofs the network as operators migrate to IMS. “GENBAND is a leading provider of femtocell solutions for mobile operators and
has been instrumental in driving the adoption of this technology worldwide. With a
SECURITY: THE FUTURE OF IP-TO-IP CONNECTIVITY rich and extensive ecosystem, GENBAND’s Security and Femto Gateways currently
IP-centric voice and multimedia applications are taking center stage in the explosive power a significant portion of live femto deployments across the globe.
growth of telecommunications. However, unlike legacy circuit networks where GENBAND’s market leading security and femto gateways are deployed in both
traffic flow was structured and homogeneous, IP traffic is inherently heterogeneous UMTS and CDMA networks for consumer as well as enterprise solutions. With
with a diverse set of protocols and network configurations that require complex deployment flexibility, high-scale security terminations and media interworking,
interworkings and policy control over IP sessions. IP is not tied to any specific the solutions offer operators the lowest total cost of ownership.

SNAPSHOT: MOBILE MONEY | FEATURE

By Matt Ablott,
Analyst, Wireless Intelligence
www.wirelessintelligence.com
Mobile money helps

Safaricom strengthen
lead in Kenya
Kenya's leading mobile operator Safaricom has seen its market share Kenya Mobile Connections and MMT data (3Q09)
surpass 80 percent, according to the latest Wireless Intelligence data. The
operator's strong performance is being driven by its pioneering M-PESA Yu (Essar
Safaricom Zain Orange Kenya
mobile money transfer service, which is reportedly now being used by Telecom)
more than 20 percent of the Kenyan population. As Matt Ablott reports, Connections 14,515,000 2,191,000 772,000 610,000
this success has led rivals to look to emulate its mobile money model. Market Share 80.25% 12.11% 4.27% 3.37%
Growth QoQ 4.32% -9.39% 10.76% 52.50%

afaricom – which is 40 percent- only operator to have rolled out 3G in the
S owned by UK-based Vodafone –

strengthened is market leadership
in 3Q09 by adding 600,000 new additions
country to date, having switched on its
WCDMA and HSPA networks in 2008 (its
HSPA network at 7.2Mb/s is one of only
Growth YoY
Net Additions
Share (Net Adds)
21.40%
601,000
91.20%
-14.35%
-227,000
-34.45%
210.94%
75,000
11.38%
--
210,000
31.87%
to reach 14.5 million connections in total six in Africa). Rival operators – many of
(see table). Its growth was in stark which have complained at the high cost of
contrast to second-placed Zain Kenya, acquiring 3G spectrum – are scheduled to MMT Service M-PESA Zap TBC yucash
which continued to lose customers in the switch on their first commercial WCDMA Launch 2003 2009 TBC 2009
quarter and saw its connections base networks later this year.
Wallets 7,990,000 -- -- --
drop 14 percent year-on-year (Zain M-PESA was launched by Vodafone's
attributed this churn to 'recurring clean- Tanzania subsidiary, Vodacom, in July last Citigroup Standard
Bank Partners Bank of Africa
Chartered
TBC Equity Bank
up exercises' in its customer base). year, and it is reportedly being considered
Among the smaller operators, Orange for rollout by other Vodafone-affiliated Source: Wireless Intelligence, company data
Kenya and Essar Telecom's yu – both of operators in India (Vodafone Essar), Egypt
which launched in 2008 – are now taking (Vodafone Egypt) and South Africa platform, some 75 companies are now the Obopay platform, yuCash is being rolled
a significant share of net additions but (Vodacom South Africa). Meanwhile, back using M-PESA to collect payments from out early this year. Orange Kenya is expected
jointly account for less than 10 percent of in Kenya, the service has also recently their customers, the largest of which is the to announce details of its own service soon.
total connections in the country. been extended to target the large market electricity company, KPLC, which has Figures from the Central Bank of Kenya
Launched in 2003, Safaricom's M-PESA for international remittances dominated roughly 20 percent of its 1 million published last month found that Safaricom
allows mobile-based person-to-person by the likes of Western Union; inbound customers paying via the service. “M- and Zain jointly transferred KSH318.4
remittances, bill payment, airtime top-up, remittances account for 4.9 percent of PESA is a good case-study for operators – billion through their respective mobile
ATM withdrawal and mobile wallet Kenya's GDP, according to the World in both developed and developing nations money transfer services in the year to June
services. According to World Bank data, Bank. Safaricom trialled a UK-to-Kenya – that need to offset declines in traditional 2008, which translates to around KSH1
only 10 percent of the Kenyan population international M-PESA service last year voice revenue,”he adds.“It is also a good billion per day. This represented a 421
have access to traditional banking services, and has plans to extend this soon to other example of how to retain customers in the percent growth over the KSH61.1 billion
compared to a mobile penetration rate of countries that regularly remit funds into prepaid, cash-driven economies, which transferred in the year earlier period.
53 percent (in 3Q09). As a consequence Kenya, such as the UAE and the US. are commonplace in Africa and elsewhere “Upcoming deployments to watch
M-PESA is used as a primary means of "Given the improvements seen in in the developing world.” include pan-African operator MTN,” says
banking by many Kenyans. subscribers, revenue and churn at Safaricom The success of M-PESA – easily the most Wireless Intelligence’s Croft, noting that
Safaricom claims that M-PESA had just since the launch of the service, Kenya’s M- popular mobile money service anywhere in the operator last year announced a large-
under 8 million registered users in 3Q09, PESA deserves to be heralded as a mobile the world – has provided the template for scale rollout across multiple markets and is
almost double the number a year earlier, money success story in the developing rival services in Kenya and across Africa. seeing early signs of success in Uganda.
while the number of agent locations has world; rivalled perhaps only by the GCash Zain launched its rival service – known as
grown from 4,230 to 13,326 over the same and SMART Money deployments in the 'Zap' – in Kenya, Tanzania and Uganda in
period. The value of person-to-person Philippines,” claims Will Croft, analyst at February 2009, and at the end of last year ABOUT SNAPSHOT
transactions via M-PESA reached Wireless Intelligence.“Usage of the service announced it is to also rollout the service to
KSH22.65 billion (US$302 million) in corresponds to 57 percent of Safaricom’s Niger, Sierra Leone and Malawi. Zain says Snapshot is a free weekly media
September 2009, up from less than customer base and - according to the Cental that 10 million people have used the service service from the Wireless
KSH10 billion a year earlier. The service Bank of Kenya - an estimated 21 percent of to date, but does not break down the Intelligence team dedicated to
has also played a key role in driving the entire population, including 40 percent numbers on a country basis.The addition of delivering timely market
Safaricom's non-voice revenue, which of adults. Services such as airtime top-up the extra three African markets means that intelligence and analysis for the
increased by 93.6 percent to KSH7.20 over M-PESA are showing significant Zap will be available to a total population global mobile industry. For
billion in the six months to 3Q09. Non- traction in driving usage and revenues.” footprint of 150 million. more information contact
voice revenue now represents 18 percent Moreover, Croft believes the effects of December 2009 also saw yu announce a mablott@gsm.org or visit
of total revenue, driven by the combined the service within the broader mobile eco- partnership with payments provider www.wirelessintelligence.com/
growth of both mobile broadband system in Kenya are tangible; since the Obopay and Nokia to launch yuCash, Media.aspx
services and M-PESA. Safaricom is the launch of the bill payment service on the another M-PESA rival in Kenya. Based on

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FEATURE | SNAPSHOT: INDIAN 3G

By Matt Ablott,
Rural areas to drive

Indian 3G growth
A recent study from Wireless India 3G Connections Share by Service Area 2009 to 2013 (Forecasts) services are expected to remain a niche
Intelligence finds that India’s 3G service in the short term, targeting specific
focus will switch from Metros to 60% market segments such as business users.
Circles in 2010. Matt Ablott reports. “The new 3G operators will be
expected to bridge the digital divide and
onsumers outside of the main contribute to India’s economic and social
C
50%
urban centres in India will quickly growth,” notes Joss Gillet, senior analyst
account for the majority of 3G at Wireless Intelligence and author of the
connections following the rollout of the report. “However, market conditions are
40%
first private 3G networks later this year, difficult and operators will have to
according to new Wireless Intelligence overcome the challenges presented by a
research. But the study warns that the dominant and price-sensitive prepaid
high cost of acquiring spectrum and 30% market in which growth is driven by
rolling out the new networks into rural demand in unconnected rural areas.”
areas means that return-on-investment Gillet believes this will be a challenge in
is not likely to happen until operators 20% a country where 75 percent of the
have tapped the mid-term market population live on less than US$2 per day,
potential, which is estimated to take at with around 200 million inhabitants living
least three years. below the poverty line. Despite such
10%
The Wireless Intelligence study - challenging market conditions, operators
Indian 3G Market Assessment - still say they expect ARPU from 3G services
estimates that the total 3G market in to reach US$11 - compared to US$5 at
India will reach 60 million connections 0% present for existing voice services. Hence,
by 2013, accounting for an estimated 7.5 2009 2010 2011 2012 2013 to trigger the fast adoption of high-speed
percent of total mobile connections by network services, Gillet believes operators
this point. It predicts that leading A Circles C Circles B Circles Metros will have to focus on two key factors:
operators such as Bharti Airtel,Vodafone affordability and availability.
Essar, Idea Cellular and Reliance Source: Wireless Intelligence “Even though mobile operators will
Communications will acquire spectrum focus on entry-level WCDMA devices
in the eventual 3G auction – planned for northern India) will account for 38.2 However, the study highlighted several (below US $150), notably via partnerships
late-February 2010 as we went to press percent of 3G connections, while the A challenges that may curb 3G connections with Original Design Manufacturers
– and will commercially launch their Circles (western and southern India) will growth outside of the urban areas. The (ODMs), we expect them to target the
first high-speed networks towards the account for 34 percent. The C Circles - first concerns the problems faced by the high-end consumer segments at launch
end of 2010. currently the smallest but fastest- new 3G operators in delivering 3G to counter inevitable collapsing margins,”
In the meantime, the early focus for growing category - will also outstrip the services and devices at affordable price says Gillet. “Our research demonstrates
India 3G will be in the Metros (the large Metros by 2013, accounting for 16 points in a market that is 85 percent that 3G services will help bridge the
cities of Chennai, Delhi, Kolkata and percent of 3G connections. prepaid and where ARPU levels are digital divide in India as the new
Mumbai), where the state-owned While 3G connections growth will among the lowest in the world (currently networks move outside the urban areas.
operators BSNL and MTNL have already differ across the four service areas, the around US$5 per month). Fierce However, it will take time before 3G data
been allocated spectrum ahead of the market shares of the main operators is competition among India's many mobile services move from being a niche
private auction and have been testing 3G expected to remain broadly in line with operators is also further eroding margins segment to mass market adoption."
services since the beginning of 2009. current (2G) market share trends. The in several service areas, and competition
Both state-owned and private 3G study found that Bharti Airtel is likely to is set to increase with the introduction of
networks are expected to initially target be the largest player by 2013, with a 31 Mobile Number Portability, expected to ABOUT SNAPSHOT
niche customer segments such as percent share, closely followed by come into force early next year.
affluent consumers and business users, Vodafone Essar with 24 percent. BSNL - To counter such pressures, Wireless Snapshot is a free weekly media
which will concentrate activity in the the larger of the two state-owned Intelligence predicts that the new 3G service from the Wireless
urban areas in the short term. operators - will benefit from its first operators may look to forge 3G network Intelligence team dedicated to
The Wireless Intelligence research mover advantage to hold third position sharing agreements with each other to delivering timely market
shows that the Metros accounted for with a 14 percent share, while Idea make network expansion beyond the urban intelligence and analysis for the
over 50 percent of India 3G connections Cellular and Reliance Group will be centres commercially viable. It also forecasts global mobile industry. For
by the end of 2009, but will be quickly fighting for fourth position at around 10 that, in the initial phase of development, the more information contact
outpaced by demand in the other three percent. The larger operators are new networks will be mainly used to mablott@gsm.org or visit
service areas over the next four years. By expected to have higher market shares improve voice quality and reduce the www.wirelessintelligence.com/
2013, Wireless Intelligence predicts that in rural areas where there is existing congestion in the country's 2G Media.aspx
the B Circles (mainly central and less competition. (GSM) networks. Meanwhile, 3G data

LOCATION TECHNOLOGY | CAMBRIDGE SILICON RADIO

Kanwar Chadha, CMO CSR, Founder, SiRF Technology
Freedom to
Disconnect!
Challenges and Opportunities in a
Connected, Location-Aware World
2009 may, in retrospect, be consumer experience. It also presents a the application anywhere, including device manufacturers, operators, content
considered the “Year of Location,” number of challenges in order to meet indoors. GPS or GNSS alone, even and application developers, independent
and the last decade could easily consumer expectations: with multiple satellite systems, cannot service providers, government regulators
be characterized as the “Decade • Location and connectivity work in address this challenge. We have to — the list goes on. However, the future of
of Connectivity,” both in terms unison in this new world. Location is combine satellite signals with our ecosystem will be determined by the
of physical infrastructure as well now an attribute in a variety of measurements from multiple sensors next generation of users. New-generation
as the content and services applications, not just navigation. such as accelerometers, compasses consumers are very comfortable in this
focused on location awareness Consumers are not only using the and gyros, and radio signals such as multitasking and data-sharing
and connectivity. location for their own application but cellular and Wi-Fi, to provide the QoS environment. Many wonder about the
also sharing location-aware content that users and services expect. Other rationale behind some of the new classes
here are about 4 billion wireless and contributing to the location infrastructure elements such as of services based on information sharing,
T connections worldwide. A broad

range of applications focused on
connecting people, content and services
ecosystem. From geo-tagging videos
to YouTube and points of interest to
crowd mapping, there is lot more real-
availability of indoor and pedestrian
mapping databases are also essential.
• An always-connected world requires
including locations. However, we should
all reconcile ourselves to the fact that our
generation may never fully understand the
are now location aware: from search time sharing of information in this new coexistence and seamless handoffs success potential of some of these services.
engines to social networking, from safety ecosystem. We call it Location 2.0! across multiple connectivity This new world is, of course, not all a
and security to messaging. Today, Google • We are starting to see the integration technologies. Today, we have a variety garden of roses. Many of us have valid
Search, Bing Search, Facebook, Twitter, of location, communication and of short range and wider area concerns about the impact on our lives from
Google Maps, Bing Maps and Ovi Maps computing capabilities in innovative connectivity technologies integrated privacy issues, information overload,
are just a few examples of location-aware and open platform architectures. into the same device, from Bluetooth radiation impact of many radios and even
applications. There are more than 1.5 Combining augmented reality, 3D to Wi-Fi and NFC to 3G modem. the security and safety impact of technology
billion users connected to the internet visualization and real-time content, Operating many radios simultaneously getting into the wrong hands. It all comes
around the world, and more than 350 new applications are creating a much in a compact device without impacting down to choices we make. For example,
million are social networking on Facebook. richer and more immersive user each other poses a significant younger generations of users seem less
Location and maps are evolving far experience. Some of the new challenge. Consumers do not want to worried about privacy issues, and they may
beyond their original utility as navigation navigation systems and applications compromise their wireless audio and never have the same level of concerns about
tools to now serve as platforms that add are clear examples of this trend. music experience from their Bluetooth information sharing and information
context to content. Most consumer Multifunction system platforms with headset just because the device is overload as we do, even when they get
devices are now getting connected, and connectivity and access to a broad sharing data using Wi-Fi or a 3G older. According to Mark Zuckerberg, the
location technology is becoming an range of content and services are modem at the same time. founder of Facebook, sharing is a new
integral part of these platforms. Indeed, becoming more necessary, with many • Consumers have access to a variety of “social norm.” I agree with him that the
everywhere you look , you will find of these platforms requiring connected devices depending on the new generation is more comfortable
devices with GPS — from dedicated in- optimization for regional needs. environment they are in: from mobile sharing information more openly and with
car navigation systems to PNDs, from • GPS and location have traditionally phones to mobile internet devices, more people. However, we as an industry
mobile phones to mobile internet devices, been linked to automotive navigation, from connected cars to connected need to ensure that we protect customer
and now from digital cameras to gaming which requires very high accuracy, but entertainment devices and from privacy and allow consumers to control the
machines; and most of them have is primarily an outdoor application. connected PCs to connected TVs. More information they access and share. Our
connectivity of one kind or another. However, applications such as and more consumers expect a infrastructure has to be robust and secure so
As we are in the midst of exploiting the pedestrian navigation, local search and seamless user experience across the that consumers are comfortable that their
full potential of Web 2.0, connectivity and social networking may not require the multiple screens and devices they use, privacy and location information are not
location are not only going mainstream, same accuracy, but have a mixed a challenge that many in our industry compromised as they access services. GPS
but are also becoming key differentiators indoor-outdoor usage profile requiring are trying to address. tells them where they are and lets them“opt
for enriching the consumer experience location technology to work in more in” to share that info with people or for
through a broad range of services. obstructed environments. For location What are the key drivers behind this services they want. We should give them all
This new“Always Connected, Location awareness to meet consumer new world and ecosystem? There are a the tools to connect to this exciting
Aware” world offers great opportunities expectations across a broad range of number of push and pull forces at play ecosystem of services in a secure manner,
for us as an industry to innovate and applications, we need to provide here — from consumers and enterprise but let them have the “Freedom to
expand our offerings to enhance the quality of service (QoS) appropriate for users to infrastructure providers, mobile Disconnect”whenever they want to!

Where Mobile Introducing the premier online knowledge

Money meets portal for the Mobile Money community
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I Network with representatives of the Mobile Money ecosystem
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1
OPTIMI | SELF-ORGANISING NETWORKS

Dr. Khalid Hamied, Chief Technology Officer, Optimi
Boosting UMTS
Capacity with
3G SON
INVESTING FOR MOBILE delivering acceptable KPIs, most likely
BROADBAND there is still room for increasing its
Explosive growth in mobile broadband capacity, just by carefully tuning the
requires massive capacity expansions at a different settings on a cell-by-cell basis.
time when operators’ CAPEX and OPEX
budgets are limited and ARPU growth is 3G SON AS KEY ENABLER
saturated. In order to respond to the A valid concern is whether it is feasible to
rapidly growing demand with the fine-tune the network settings on a cell-
required Quality of Service, operators by-cell basis in such a way that peak
must consider different alternatives performance and maximum ROI are
which range from the mere addition of always ensured. The solution by which
new carriers and sites to the deployment these results are achieved involves the
of capacity upgrades of their current application of the automated optimisation
infrastructure, e.g., rolling out HSPA+. In concepts behind the SON paradigm,
many cases, the addition of integrated which are applicable in all radio access
backup service layers with other radio technologies, even though standardisation
access technologies (e.g., Wi-Fi) is also efforts are focused on LTE.
an option in order to offload data traffic, In order to obtain remarkable capacity optimisation of a live, operational network MEASURING THE ROI
especially in indoor hot-spots. improvements, the network needs to be is conceived as an online, adaptive process The combined application of 3G SON
All these capacity expansion paths are deeply fine-tuned at different levels, and that runs continuously and autonomously, with these two different scopes
valid, and operators’ strategies need to the first task to carry out is a complete i.e., with no human intervention at all. (automated RF shaping and automated
rely on them to cope with growing data reconfiguration of the RF design in terms With this scheme, inputs are gathered RRM optimisation, both purely based on
volumes and demanding customer of antenna settings and neighbour from several sources (performance network statistics) allows operation of
expectations in terms of Quality of relationships. In essence, the objective of counters, current parameters settings, the current infrastructure at its peak
Experience and Service Cost. this RF reshaping phase is to improve the alarms, call traces, etc.) and qualified potential performance. Both processes
Nonetheless, all of them involve physical foundations of the system, which decisions on how to modify the key pull different levers, and experience has
outstanding capital outlays, and fully condition the maximum capacity parameters settings are automatically shown that their individual capacity
therefore it is worth reflecting on that can be obtained. Although traditional made and implemented in order to adapt gains are cumulative, leading to potential
whether the current infrastructure is prediction-based solutions have proven to those settings to the varying capacity gains of 50 per cent. These
being operated at its full performance have limited potential when yielding environmental and traffic conditions, results, of course, depend on the status of
potential before considering network tangible gains in the field, the application ensuring optimum performance. the baseline network in terms of
expansions. Practical experience shows of 3G SON technologies for RF The SON intelligence resides in the deployment density and default
that the application of 3G Self- optimisation based on OSS statistics design of the optimisation routines, parameters settings.
Organising Networks (SON) provides remarkable improvements when which emulate the way in which a As traffic grows, this capacity gain
technologies in current UMTS benchmarked with OSS KPIs in live, human expert would reason when all the materializes in substantial CAPEX
infrastructure can yield a capacity gain of operational networks. Real live required input information is available. reduction through a significantly reduced
50 per cent without carrying out any of implementations of this technology have By means of automation, such expert number of additional carrier, site and
the aforementioned expansions. been reported to provide capacity gains in intelligence is made available to optimise RNC expansions. Additionally, by means
Going back to basics, it is important to the range of 15 to 20 per cent. the entire network. This convenience of self-optimisation, substantial OPEX
remember that UMTS is a complex Once the RF design has been optimised, makes it feasible to apply complex, savings are achieved, since the need for
system in which coverage, capacity and it is time to leverage the obtained adaptive optimisation algorithms to each additional Iub capacity is reduced due to
quality are deeply coupled to each other. structural enhancements and push the one of the cells, cross-correlating each increased trunking efficiency. In a
There are many optimisation levers that network’s operating point (see figure) time as many KPIs as needed (from one network with 10.000 sites, the Net
currently remain untouched or, at best towards the new performance boundary or several cells). Applying this technology Present Value of such capacity boost,
case, fine-tuned at network level, i.e., by optimising the radio resource in a live, operational network of a Tier-1 calculated as the discounted cash flow
with the same settings for all the management (RRM) parameters on a cell- operator using different infrastructure over a time horizon of 10 years with a
different cells. The bottom line is that, by-cell basis through 3G SON techniques vendors, capacity gains of 30 to 40 per discount rate of 20 per cent, is estimated
even though a UMTS network may be based on OSS statistics. The self- cent have been measured in the field. to be US$160 million.

For more than 25 years, we’ve helped our customers bring devices
to market that sell. As Audiovox, then UTStarcom, and now PCD,
we’ve got the experience and the relationships all over the world
GPFM1238
to deliver devices you and your clients need. From field testing to
certification to customs clearance and quality control, we are the one
source to bring you the wireless world. To find out more of what we do,
visit us at pcdphones.com.
©2010 Personal Communications Devices LLC. All rights reserved.

VILLAGE MAP | FLOORPLANS

Avenue Hall 6
Hospitality Suites Hospitality Suites Opening Times
Exhibition
Fast Track /Access ZONE 4
Police Stations Hospitality Suite EXHIBITION OPENING TIMES
Lost & Found VIP Pick Up & Drop Off Point
Metro Ticket Machines Monday 15 February ....................................................09:00 – 19:00
ATM/Cash Machine ZONE 5 Tuesday 16 February ......................................................09:00 – 19:00
Plaza España Exhibition - Green Features Wednesday 17 February ..............................................09:00 – 19:00
Thursday 18 February ..................................................09:00 – 16:00
Metro Station App Planet
Taxi Station
Airport Shuttle Sponsored by HOSPITALITY SUITE AREAS
Restaurant Booking Service provided by App Developer Conferences
First Aid Avenue (AV), Courtyard (CY), Hall 1.1 (1.1HS), Hall 3.1 (3.1HS),
Avenida Rius I Taulet (between upper and lower village) Exhibition
Hall 4 (4.0HS, 4.1HS, 4.2HS), Hall 6, Hall 7 (7HS),
Taxi Station Hospitality Suites
Cloakroom Hall 8, Zone 3 (Z3), Zone 4 (Z4), Zone 6 (Z6),
Private Shuttle Buses
Hotel Shuttle Buses Information Point Monday 15 February ....................................................07:30 – 22:00
Bar and Restaurants Tuesday 16 February ......................................................07:30 – 22:00
Zone 3, Zone 6
Toilets Wednesday 17 February ................................................07:30 – 22:00
Hospitality Suites Prayer Room Thursday 18 February ....................................................07:30 – 16:00
Hall 1 Mobile World Live TV Studio
GSMA Initiatives Village
Ground Floor - Embedded Mobile Zone REGISTRATION OPENING TIMES
Exhibition - Mobile Innovation Zone
Information Point - Mobile Innovation Speed Dating (Wednesday) Saturday 13 February ....................................................09:00 – 18:00
Cloakroom - Mobile Money Pavilion Sunday 14 February ......................................................09:00 – 20:00
Bar and Restaurants - Green Power Pavilion Monday 15 February ....................................................07:00 – 20:00
Toilets - App Garage Tuesday 16 February ......................................................07:30 – 19:00
Level 1 - GSMA Seminar Theatre
Hospitality Suites Wednesday 17 February ................................................07:30 – 19:00
o Mobile Codes (Monday & Tuesday) Thursday 18 February ....................................................07:30 – 16:00
Hall 2 o Mobile Media Metrics (Monday & Tuesday)
Ground Floor o Embedded Devices (Monday)
Exhibition o Mobile Money for the Unbanked Working Group (Tuesday)
Networking Lounge o Mobile Broadband (Wednesday) TOILETS WIFI HOTSPOTS
Registration o Rich Communications Suite (Wednesday)

Information Points o Spam & Malware (Thursday)
CAFÉS & RESTAURANTS GREEN FEATURE
Cloakrooms o mHealth Collaborating for Universal Care (Thursday)
Bar and Restaurants App Lounge
Toilets Damm Bar CLOAKROOMS TICKET MACHINE
TICKET MACHINE
VAT Refund/Tax provided by Hall 8
Accommodation Services provided by POLICE STATION
Mezzanine Exhibition ATM MACHINE
Meeting Rooms A,B,C & D Hospitality Suites LOST & FOUND
Level 1 Information Point

Exhibition Mobile World Congress Gift Shop FIRST AID CENTRE INFORMATION POINTS
Media Centre GSMA Sales Office

GSMA Pavilion
Hall 3/Courtyard Bar and Restaurants SHUTTLE BUS EX
EXHIBITOR SERVICE DESKS
First Aid Toilets

Hospitality Suites TAXI RANK RESTAURANT BOOKING SERVICE
ATM/Cash Machine National Palace/MNAC

Bar and Restaurants Leadership Summit and Government Mobile Forum VIP PICK UP &
DROP OFF POINT
METRO
Hall 4 Congress Party & Awards Celebration

VIP Networking Lounge (Level 0)
Business Centre (Level 9) provided by
Hospitality Suites
Hourly Meeting Rooms (Level 9)
Cloakroom (Level 0)
Information Point (Level 2)
Bar and Restaurants
Toilets
Hall 5
Congress Restaurant 1 [Level 1]
Congress Restaurant 2 [Level 1]
Delegate Cloakroom [Level 0]
GSMA Meeting Rooms 1, 2, 22 & 23 [Level 2]
GSMA Meeting Rooms 31 & 32 [Level 3]
Information Point [Level 1]
Shuttle & Venue Booking provided by [Level 2]
Speaker Lounge [Level 0]
Speaker Testing Room [Level 0]
Auditorium 1
1GOAL: Education for All (Tuesday) [Level 3]
Broadening the Ecosystem through Mobile Broadband (Tuesday) [Level 3]
GSMA Global Mobile Awards Ceremony (Tuesday) [Level 3]
Mobile at the Heart of Business Strategy (Tuesday) [Level 3] Ruis i Taulet
HOTEL SHUTTLE PRIVATE SHUTTLE
Mobile Clouds on the Move - the Perfect Storm? (Wednesday) [Level 3]
Mobile Entertainment & Lifestyle - The future of media on mobile
(Wednesday) [Level 3]
Mobile World Live Keynote featuring Google (Tuesday) [Level 3]
Strategies for Growth - Mergers & Acquisitions (Wednesday) [Level 3]
The World of Applications (Wednesday) [Level 3]
Auditorium 2
Completing the 2.0 Reality with Mobile (Tuesday) [Level 0]
Mobile Applications - Innovation vs. Fragmentation (Monday) [Level 0]
Networking Breaking Point! (Wednesday) [Level 0]
Technology Evolution - True Mobile Broadband Ahead (Thursday) [Level 0]
Room 3
GSMA Press Conference (Monday, open to press only) [Level 2]
mEducation - Liberating the Classroom (Wednesday) [Level 2]
Mobile Security in an IP World (Tuesday) [Level 2] HALL THE
Moving towards a Sustainable Green Future (Wednesday) [Level 2]
The New Devices Marketplace (Tuesday) [Level 2]
Room 4
3
COURTYARD
AVENUE
Mobile Innovation Grand Prix Championship (Monday) [Level 2]

Opportunities & Challenges for the Next Evolution of Femtocells
(Tuesday) [Level 2]
Strategies for Growth - Compelling Customer Service (Tuesday) [Level 2]
Room 5
Business Services Symposium (Monday) [Level 3]
mHealth - Collaborating for Universal Care (Thursday) [Level 3]
Spotlight on Latin America (Tuesday) [Level 3]
Strategies for Growth - Network Outsourcing & Shared Services
(Wednesday) [Level 3]
Strategies for Growth - Segmentation & Pricing (Tuesday) [Level 3] TICKET MACHINE
Taking Enterprise Solutions toMarket (Wednesday) [Level 3]

Room 6
Embedded Mobile: Sowing the Seeds for Future Growth (Wednesday)
[Level 3]
Mobile Advertising - Shaking off the Shackles of Legacy Thinking
(Thursday) [Level 3]
Mobile Entertainment Money Makers (Tuesday) [Level 3]
A Vision of 2020 (Wednesday) [Level 3]
Mobile Money, Transfers, Transactions & Technology (Monday) [Level 3]
All information correct as of February 3, 2010 AEROPORT SHUTTLE

MWC10 Daily DAY1.qxd:DAY1 6/2/10 10:41 Page 36 MMB AD
PROGRAMME
DAY 1 Monday 15 February 2010
Conference Sessions
Business Services Symposium Mobile Applications - Innovation vs. Fragmentation

09:00 – 17:30 Room 5 09:00 – 17:30 Auditorium 2
The success of Apple and their App Store seems to have taken the mobile industry unaware.
Developed with: As a consequence, we are seeing the rise of a variety of application marketplaces from mobile
A full day session looking in detail at: operators, platform providers and handset manufacturers, amongst others, and fragmentation
• Content billing capabilities for mobile app stores and third party billing relationships is becoming a significant issue.
• Strategic business transformation toward cloud computing and service oriented architecture This session will examine the impact of fragmentation and strategies to counter it. It will delve
• New business models enabled by virtualisation into the latest innovations available to developers and how these impact the consumer, as well
• Making LTE pay and extending the value chain as cover pertinent issues such as pricing and marketing, channels to market, delivery
• The challenges and opportunities of backhaul on demand mechanisms and how to bring the application experience to the mass market.
Moderator:
Speakers include:
Marie Murphy, TM Forum
Tony Poulos, TM Forum Rich Wong, Accel Partners Gerard Grech, Nokia
Rob Rich, TM Forum Al Synder, AePONA Bob Borchers, Opus Capital
Sandip Mukerjee, Alcatel-Lucent Yves Tyrode, Orange
Speakers include: Nauby Jacob, Bell Canada Eric Duprat, PayPal
Matt Golden, BlackBerry Partners Fund Mitch Oliver, Qualcomm
Philip Bates, Analysys Mason Dr. Andreas Iselt, Nokia Siemens Networks Vincent Hoogsteder, Distimo Tyler Lessard, RIM
Tammy Preuss, AT&T Scott Seaborn, Ogilvy Stefan Rust, Exicon Larry Baziw, Rogers Wireless
Patrick Parodi, Exicon Lucas Skoczkowski, Redknee Christos Georgiopoulos, Intel Ruben Mellado, Telefonica
Shane Lennon, Gypsii Steve Hong-Shen Wang, Taiwan Mobile David Weiden, Kholsa Ventures Todd Murphy, Verizon Developer
Ghassan Abdo, Hewlett Packard Deepak Gulati, Tata Docomo Morgan Gillis, Limo Foundation Community, Verizon
Richard Webb, Infonetics Research Gabriela Sobral Gil, Telefonica
Andrew Thomson, Infonova Internacional SA
Nick Johnson, ip.access Ben McCahill, Tellabs Mobile Innovation Grand Prix Final Competition
Eric Pradier, Motorola Home & Michel Burger, Vodafone
Networks Mobility Steven Woodward, Woodward Systems 14:00 - 17:30 Room 4
Ken Tanoue, NEC Khalid A. Al-Hajeri, Zain Kuwait
Keynote:
Dr. Hugh Bradlow, CTO, Telstra
Mobile Money – Transfers, Transactions & Technology
Moderator:
09:00 – 17:30 Room 6 Rajeev Chand, Senior Equity Analyst, Rutberg & Managing Director, Rutberg Wireless
This day-long session will examine the growth of mobile money services both in terms of The search for the winner of the 2010 Mobile Innovation Grand Prix Cup is nearly over!
financial inclusion in emerging markets, but also through to the impact of technology
Join us for the final competition in this global search to find the most innovative company in
evolution in advanced geographies. It will gather together representatives of the ‘Two Billion
the mobile industry.
Club’, the elite group of mobile operators whose potential market for mobile money services
numbers in excess of $2bn, to discuss their strategies and future plans. It will also share Our 10 Global Finalists will make their final pitch to a panel of industry expert judges in this
insights from those operators that have received funding from the Gates Foundation, as well truly compelling session. The 10 companies competing for this prestigious title are:
as examine the vital lessons learnt from mobile NFC payment trials and commercial launches. • Altobridge - Asia Pacific Tournament Winner
• Electro Power Systems - EMEA Tournament Winner
Moderators:
• fring - Israel Tournament Winner
Samee Zafar, Edgar Dunn • IDENT Technology AG - EMEA Tournament Winner
Jonathan Dharmapalan, Ernst and Young • Sentry Wireless - Asia Pacific Tournament Winner
Jean-Marie Letort, Greenwich • Siklu Wireless - Israel Tournament Winner
Rambert Namy, Sofrecom • Ubidyne - Americas Tournament Winner
• WellDoc - Americas Tournament Winner
Speakers include: • Panoramic Power - Winner, Qualcomm Ventures' QPrize
• DevelopIQ - Winner, RIM's BlackBerry Developer Challenge
Andy Yee Bin Chong, Axiata Group Berhad Brigitte Bourgin, Orange
Colin Swain, Barclaycard Frederick Eijkman, PEP Intermedius With thanks to our Esteemed Judging Panel: Mobile Innovation Platinum Sponsor:
Marianne Pauwels, Belgacom Zahir Khoja, Roshan
Stephen Rasmussen, CGAP Jojo Malolos, SMART Wes Cole, Alcatel-Lucent Ventures
Samee Zafar, Edgar Dunn Koichi Tagawa, Sony Corp. & NFC Forum Grégoire Dallegmagne, Belgacom Group
Aletha Ling, Fundamo Matthew Talbot, Sybase 365 Rina Shainski, Carmel Ventures
Ignacio Mas, Gates Foundation Pablo Montesano, Telefónica Marcos Battisti, Intel Capital
Rizza Maniego-Eala, Globe Roar Bjaerum, Telenor Steve Glagow, Orange
Nav Bains, GSMA Cenk Bayrakdar, Turkcell Nils Granath, Swisscom Ventures
Qasif Shahid, MCB (Pakistan) Cenk Serdar, Vodafone Dr. Mike Short, Telefonica Europe Mobile Innovation Grand Prix Contributing Partners:
Hannes Ametsreiter, Mobilkom Austria Guido Mangiagalli, Visa Europe Paolo Paganucci, Telecom Italia
Teppo Paavola, Nokia Khalid Fellahi, Western Union
Norio Nakamura, NTT DOCOMO George Held, Zain
Agenda correct as of 01 February 2010
Learn More about the Industry through GSMA Seminars At the GSMA Pav ilion, Hall 8 Stand 8C118
Monday 15th February 2010 11.00 - 12.30 If you are interested in attending any of these seminars,
Mobile Media Metrics please join us at the GSMA Pavilion. Space is limited so will
GSMA Seminar Theatre, App Planet, A GSMA initiative launched in the UK in February 2010, be allocated on a first come, first served basis.
Hall 7, Stand 7SEM enabling advertisers, agencies and media owners to
measure market level audiences and browsing behaviours 10.00 -12.00
Open to all Mobile World Congress attendees, GSMA MBB Devices - Embedded, HSPA, HSPA+ to LTE
for mobile internet.
Seminars provide insight and developments on key GSMA This seminar will discuss the global opportunity for all manner
and industry initiatives. Please join us: and types of devices from embedded (the Internet of Things),
13.00 - 17.00
09.00 - 10.30 Capitalising on the Embedded Mobile and M2M to HSPA+ for faster access to data and ultimately to LTE and
Mobile Codes - Barcode Advertising Ready for Opportunity what the new form factor include. (Vendor participation only)
Primetime? This workshop provides a detailed overview of the market
For brands and retailers, 2D codes provide a powerful and tangible, proven actions mobile operators and companies 12.30 - 13.30
opportunity to engage consumers with promotions, offers from various vertical industry sectors, such as healthcare, Smart SIM (including a demonstration from 13.30-14.30 on
and products by turning traditional media into a digital, automotive, consumer electronics, clean tech and security, the upper level)
interactive experience. This seminar will define the can take to profitably capitalise on the opportunity
opportunities and next steps for 2D codes; the role GSMA is
playing to enable this; and how to get involved.

MWC10
MMB ADDaily DAY1.qxd:DAY1 26/2/10
Dailies.qxd:Layout 2/2/1010:41
20:58Page 371
Page
The official GSMA daily news service
100% FREE
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For 100% market knowledge, register at:
www.mobilebusinessbriefing.com
FLOORPLANS | HALL 1
1A55 1A15
1A51 1A45 1A27 1A23 1A19
1A59 1A11 1A07 1A03
1A40
1A62 1A56 1A50
1B19 1B13 1B01
1A46 1B31
1A70
1B63 1B59 1B55 1B51 1B49 1B39
1B70 1B14 1B12 1B08

1B18
1C43 1C31 1B22 1C01

1B64 1B56
1C67 1C13 1C09 1C05
1C17
1C62 1C58 1C50 1C44 1C34 1C14 1C06
1D01
1D19
1D67 1D59 1D45 1D33 1D07

HALL 1 HAL
INFORMATION POINT
1D66 1D64 1D58 1E51 1D06
1D70 1D34
1E19 REFRESHMENTS
1E01
1E67
1E61 1D56 1E47 1E43 1E05
1E69 1E37 1E31
1F71
1E64 1E56
1F73
1E60 1E52 1E44 1E38 1E32 1E04 1E02
1F17
1E68 1E65 1E58
1F07
1E66
1F59 1F53
1F55 1F39 1F33 1F25
1F67 1F61 1F47 1F43 1F05 1F01
1F57 1F51
1F68
CLOAKROOMS
1F62 1F60 1F04
1F70 1F44 1F38 1F24 1F20 1F14 1F06

1F56 1F02
1G59
1G67 1G63
1G55 1G49 1G45 1G39 1G31 1G19 1G15 1G13 1G05 1G03
1G69 1G61
1G38 1G36 1G34 1G32 1G26

1PB1
1H49 1G48 1H21
1H39 1H37 1H33
1H27
1J4
6 1J37 1J33 1J31
AVENUE HALL
1J4
5
1J4
4
1J42 1J36 1J34 1J32
REFRESHMENTS
A
ACCESS TO
A
ACCESS TO
A
ACCESS TO
A
ACCESS TO
TOILETS
1.1HS45 1.1HS47 1.1HS49 1.1HS43 1.1HS39 1.1HS35 1.1HS25 1.1HS21
VP02
1.1HS52 1.1HS48 1.1HS40 1.1HS36 1.1HS32 VP03 1.1HS28 1.1HS24 1.1HS20
1.1HS57
HALL 2.1 HALL 7 HALL 8 HALL 1.1

1.1HS61
1.1HS62
INFORMATION POINT INFORMATION POINT
1.1HS65
REFRESHMENTS REFRESHMENTS
ACCESS TO
1.1HS70 CLOAKROOMS
REFRESHMENTS ACCESS TO
MEZZANINE
1.1HS72 ACCESS TO
ACCESS TO
G A L L E RY
All information correct as of February 3, 2010
HALL 4 HALL
38 Monday 15th February 6 HALL 3.0 ZONE
MOBILE WORLD 6 DAILY 2010 | www.mobileworldcongress.com
CONGRESS
INFORMATION POINT REFRESHMENTS ACCESS TO TOILETS

HALL 2.0 | FLOORPLANS

HALL 1 HALL 2.0 HALL 2.1 HALL 7 HALL 8
INFORMATION POINT INFORMATION POINT INFORMATION POINT INFORMAT
REFRESHMENTS REFRESHMENTS REFRESHMENTS REFRESHM
ACCESS TO CLOAKROOMS
MEZZANINE REFRESHMENTS ACCESS TO

REGISTRATIONMEZZANINE
ACCESS TO
ACCESS TO
CLOAKROOMS
CLOAKROOMS
2D01
2D02 2C04 2C02 2B01
2D03
2D04 2A06
AVENUE HALL 3.1 HALL 4 2D06 2C05 2C06 2B05

2B06
HALL 6
2A05
2A10
HALL 3.0
2C09 2B09
2D08
2C12 2A14
2B12 2A07
2C13
2A16
2B13
2D14 2C15
REFRESHMENTS 2A17
ACCESS TO 2D15
INFORMATION POINT REFRESHMENTS ACCESS T
2B16 2A15
2C20
2PB1 2B17
2J01 2H01 2H04 2G01 2G02 2F01 2F02
2D20 2C19
ACCESS TO ACCESS TO
ACCESS TO ACCESS
2D23 TO 2A24 ACCESS T
2A26
2J04 2H07 2EZ13 2EZ
12 2EZ10
ACCESS TO 2J07
2E 2F08 2B26 2A25 TOILETS
ACCESS
2EZ TO Z9 2G08 2F07 ACCESS TO
2D26 2C25 2C26 2B25 ACCESS T
2J06 2H09 14
2J09 2A27
2E
Z7 2A28
2F12 2E07
ACCESS TO 2E
Z6 2G12 2E12 2D29
2J11 2C28 2B27
2J12 2H13 2H11 ACCESS
2H12 TO
2E 2E ACCESS TO ACCESS T
Z4 Z5 2B29 2B31 2A31
2F14
2E 2E14
Z3 2G16 2D28 2C31
2J15
ACCESS TO 2J18 2H19
2E
2H18 Z1 2G18 2D33 2B35 2A35 ACCESS T
2F18 2E17
2F13
2G20
2E18 2B33 2A37
TOILETS
2D40 2C37
2G22 2E21
2J21 Ramp 2B38
2J25 COU
2J27
2F27
2G28 2F28
2J29 2D49
2E30 2C46 2B47
2C47
2F29 2E33
2J31 2G32 2F32

2H34 2A47
2E34 2D51
2H33 2F33
2G33 2C54 2B53
2H36 Visitor
2G34 2E41 2D54 2C53
Networking 2E35 2E38
2J40 2H38 Lounge
2J41 2G36
2F37
2E40 2B57
2H40 2D59 2A58
2J49 2J42
2G38
2H41 2H42 2F41
2G39 2D62 2C63 2C62 2B61 2A61
2J46 2A62
2D65 2A66
2F48 2E47
2E46 2B68
2H47 2C67
2G51 2D66
2J50 2B69 2B70
2A70
2J52 2D73 2C71 2B72

2J54 2H53 2A67
2J53 2E60 2D74 2B73

2G53 2F49
2J55 2J56 2E59 2D77 2C72 2B76
2H57 2C75
2J59 2B75 2A78
2J57
2H60 2B80
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2B77
2H64 2A83 2A82
2J64
2J65 2H61
2J67
2E66 2A86
2C88 2B87 2B88 2B89 2B90
2J69 2J70 2H69 2H70 2H71 2H72 2G69 2G70 2F69
2D88
2A90
2C115 2C114 2C105 2C103 2C92 2B114 2B113 2B112 2B111 2B92 2A92 2A93
2C112 2C106 2C102 2C93 2B110 2B91 2A126 2A111 2A110
2B115
2C107 2C101 2C94 2B125 2B109 2B93 2A112
2A125
2A97
2C111 2C100 2C95 2B124 2B108 2B96 2A113 2A108
2B118
2C110 2C96 2B123 2B106 2A114
2C109 2B119
2C108 2B97 2A104
2C98 2B104 2A116
2C97 2B98 2A124 2A103
2B122
2A122 2A102 2A100
2B121 2A118
2B120
2A101
2B103
2B102
2A120

HALL 8 HALL
GAL 1.1
L E RY
FLOORPLANS | HALL 3.0 & HALL 3.1
INFORMATION POINT
REFRESHMENTS
ACCESS TO
CY01
CY02
CY06 CY05 CY04 CY03
CY16 CY15 CY13
COURTYARD RESTAURANT
HALL 3.0 ZONE 6 CY17 CY18 CY19
HALL 1 HALL 2.0 HALL 2.1 HALL 7

ACCESS TO TOILETS
CY07
INFORMATION POINT INFORMATION POINT INFO

CLOAKROOMS CY08 CY09 CY10
CY12
ACCESS TO CY11
REFRESHMENTS REFRESHMENTS REFRESHMENTS
ACCESS TO
ACCESS TO CLO
ACCESS TO
MEZZANINE REFR
MEZZANINE
ACCESS TO
ACC
ACCESS TO
AVENUE CLOAKROOMS
CLOAKROOMS
3.1HS73 3.1HS71 3.1HS65 3.1HS63 3.1HS61 3.1HS55 3.1HS53 3.1HS49 3.1HS47 3.1HS37 3.1HS35 3.1HS33 3.1HS31 3.1HS25 3.1HS17 3.1HS13 3.1HS09 3.1HS05 3.1HS03 3.1HS01
3.1HS70 3.1HS68 3.1HS60 3.1HS57 3.1HS56 3.1HS54 3.1HS52 3.1HS50 3.1HS48 3.1HS44 3.1HS40 3.1HS36 3.1HS34 3.1HS32 3.1HS30 3.1HS26 3.1HS24 3.1HS20 3.1HS16 3.1HS12 3.1HS10 3.1HS08 3.1HS04
3.1HS83 3.1HS84
3.1HS86
AVENUE HALL 3.1 HALL 4 HALL 6
3.1HS85 3.1HS88
3.1HS90
REFRESHMENTS REFRE
3.1HS91
ACCESS TO INFORMATION POINT
3.1HS94 ACCESS TO ACCES

ACCESS TO ACCESS TO
3.1HS93
3.1HS96
ACCESS TO TOILET
ACCESS TO ACCESS TO
3.1HS97 3.1HS98
ACCESS TO
3.1HS100 ACCESS TO
3.1HS99 ACCESS TO
3.1HS102
ACCESS TO
3.1HS101
TOILETS
GALLERY
3.1HS112
3.1HS115
3.1HS114
3.1HS121
3.1HS123
3.1HS116
3.1HS125
3.1HS129
3.1HS133
3.1HS118
3.1HS138 3.1HS165 3.1HS175

3.1HS147 3.1HS153 3.1HS155 3.1HS157 3.1HS161 3.1HS171
3.1HS181
3.1HS137
3.1HS156 3.1HS162 3.1HS164 3.1HS166 3.1HS170 3.1HS174 3.1HS176
COURTYARD

| FLOORPLANS
HALL 2.1 HALL 7 HALL 8 HALL 1.1
HALL 4 & HALL 6
T INFORMATION POINT INFORMATION POINT
4.5HS23 4.5HS11 4.5HS01
Counter
EZZANINE REFRESHMENTS ACCESS TO
MEZZANINE
ACCESS TO 4.5
HS04
4.5
HS02
ACCESS TO
4.8HS51
4.5HS14 4.5HS44
4.8HS16 4.8HS12 4.8HS44
4.8HS04 4.8HS48
4.9 4.9 4.9 4.9 4.9 4.9

MR6 MR5 MR4 MR3 MR2 MR1
4.9 4.9
MR8 MR7
Hourly Meeting Rooms

4.6HS46
4.6HS48 4.7HS56
4.6HS38
4.7HS58
4.6 4.7HS59 4.7HS63
HS39 4.6HS50 4.7
G A L L E RY 4.6HS01 4.7HS60 HS57

4.6 4.6
HS02 HS36 4.6
HS37
4.6HS05 4.6 4.6 4.7HS43 4.7HS39 4.7HS35
HS04 HS34 4.6 4.6HS49 4.7 4.7
HS35 HS47 HS33
4.6HS07
4.6 4.6
HS06 HS32 4.7
HALL 4 HALL 6 HALL 3.0 ZONE 6

HS31
4.6HS09 4.6HS31 4.6HS53
4.6 4.6 4.7
HS30 4.7HS50 4.7HS48 4.7HS46 4.7HS44 4.7HS42 4.7HS38 HS36 4.7
HS08 HS32 4.7
HS29
4.6HS11 4.6HS57
4.6 4.7 4.7 4.7 4.7
4.6 HS27 4.7HS04 4.7HS06 4.7HS10 4.7HS12 4.7HS14 HS18
4.6 HS22 HS20 HS22 HS27
HS12 4.6HS61
4.6HS13
4.6 4.6 4.6 4.6 4.6 4.7HS01 4.7HS03 4.7HS05 4.7HS09 4.7HS13 4.7HS15 4.7HS19
4.6HS17 HS21 HS23 HS25 HS62 HS63
INFORMATION POINT HALL 1 REFRESHMENTS HALL 2.0 ACCESS TO HALL 2.1 TOILETS HALL 7 HALL
ACCESS TO ACCESS TO
TOILETS
4.4HS31 4.4HS25
ACCESS TO INFORMATION POINT 4.1HS43 INFORMATION POINT ACCESS TO INFORMATION POINT IN
4.1HS23
4.1HS01
REFRESHMENTS REFRESHMENTS REFRESHMENTS R
ACCESS TO ACCESS TO 4.4HS30
4.1HS37
ACCESS TO 4.4HS14
MEZZANINE REFRESHMENTS AC
4.1HS14
MEZZANINE
4.4HS50
4.1HS02
ACCESS TO
ACCESS TO
4.0HS030
4.2HS11
CLOAKROOMS
COURTYARD CLOAKROOMS
4.2
HS12
4.0HS025 4.0HS019 4.2HS18 4.3HS30

4.3HS50
4.2HS25
4.3HS02 4.3HS10 4.3HS12
4.2HS36 4.2HS40
4.0HS022
4.3HS01 4.3HS07 4.3HS13 4.3HS19
AVENUE HALL 3.1 HALL 4 HALL 6 HALL
ACCESS TO INFORMATION POINT A
ACCESS TO ACCESS TO
ACCESS TO ACCESS TO A
ACCESS TO
ACCESS TO
6E01
AVENUE
ACCESS TO
ACCESS TO
ACCESS TO
ACCESS TO
TOILETS
A
ACCESS TO
A
TOILETS
Z4.1

FLOORPLANS | APP PLANET & HALL 8
ADC Auditorium 2
7ADC2
7HS96
GSMA
7HS62 7HS46 7HS58 7HS56 7HS54 7HS52 Mobile
7HS32 7HS40
Innovation
Speed
7HS18
Dating
7HS10
7HS28 7HS26 7HS22 7HS20 7HS8
7HS6
GSMA Mobile Innovation Zone

7G3 7G2 7G1
7H19
7IZ25 7IZ26 7IZ27 7IZ28 7IZ29
7G22
Meeting 7IZ24 7IZ23 7IZ22 7IZ21 7IZ20
ADC Auditorium 1 Room 2

7G20
7IZ19
7IZ15 7IZ16 7IZ17 7IZ18

7G14 7IZ10
7IZ12 7IZ4 7IZ5 7IZ11
7ADC1 7IZ9
7G16
7IZ14 7IZ3 7IZ8 7IZ1
7G6 7G10 7G12
7IZ13 7IZ6 7IZ7 7IZ2
Meeting
Room 1
7F8 7F10
7E42 7E44 7E46 7E52 7E58 7E62 7E68
7E40
7E45 7E47 7E61 7E63 Green Power Pavilion

7D42 7D50 7D56 7D62
GSMA
7D36 7D58 7D60
7D46 7D48 7GP1 7GP2 7GP3
7GP6 7GP5 7GP4

Seminar Theatre
7D35
7D67
7SEM
7D22
7D33 7D45 7D49 7D61
Z4.2
7C37 7MM1 7MM2 7MM3
7D20 7APG
HALL 7 HALL 8 7C18
7C28
HALL 1.1
7C38 7C42 7C44 7C62
7C70
7MM6 7MM5 7MM4
Mobile Money Pavilion
GSMA
Embedded
Zone
7C34
INFORMATION POINT INFORMATION POINT 7EM1 7EM2
7C51 7C65
7C47 7C69
7C35
7EM3 7EM4
7B26 7B28 7B42
REFRESHMENTS 7B34
7EM5 7EM6
7B70
7B50 7B58 7B62 7B66
7B38 7B48
7EMZ 7EM7 7EM8
CLOAKROOMS 7B33 7B68 Mobile World Live
7B35 TV Studio
NINE
REFRESHMENTS ACCESS TO
G A L L E RY
7A38
7A42
7A46
7B47
7A48
7A50 7B55
7B57
7A58
7B59
7A70
ACCESS TO
7A37 7A41 7A43 7A45 7A49 7A53 7A57 7A59 7A65
HALL 7 HALL 8 HALL 1.1
INFORMATION POINT INFORMATION POINT
REFRESHMENTS
CLOAKROOMS
ZANINE
HALL 6 REFRESHMENTS
HALL 3.0 ACCESS TO
ZONE 6
ACCESS TO
REFRESHMENTS ACCESS TO TOILETS 8C01 & 8C03
ACCESS TO
TOILETS
COURTYARD
ACCESS TO
ACCESS TO
8C129 8C115
8C25
8C67
8C139 8C55
8C167
ACCESS TO
8C132
8C78
8C66
HALL 6 8B169
HALL 3.0 8B145
8B135
8B127
8C118
8B109
ZONE 6 8B101 8B91 8B83
8B81
8C72
8B73
8B53
8C32
8B65
8B177
8B117 8B79
8B71
8B30
8B130
REFRESHMENTS ACCESS TO TOILETS 8B76
8B110 8B94 8B70 8B68
8A139 8A51
8A171
8A159 8A147 8A115 8A102 8A84
ACCESS TO8B192 8B178

8A125 CLOAKROOMS 8A77
8A69 8A67
ACCESS TO 8A111 8A93
8A28
8A
170
TOILETS
ACCESS TO 8A86 8A80 8A70 8A50
ACCESS TO
ACCESS TO
AVENUE
LTE2_P
4G
Industry’s most comprehensive line
of LTE design and test products
WIRELESS
Simulation Baseband Analysis UE Manufacturing Network Installation

and Maintenance
Signal Creation Signal Analysis eNodeB Manufacturing
Agilent gives you the right test equipment at the right time so your products and network
meet the latest LTE standards and your project schedule.
“The company’s LTE product range spans the entire
technology life cycle, from early R&D through manufacturing
to network deployment and service assurance.”
(Frost and Sullivan, 2009)
www.agilent.com/find/lte
Come and talk to our experts, Hall 8 Stand A77.
Visit our stand on Tuesday from 5pm and enjoy
a FREE LTE drink with us.
Build your LTE knowledge with our library of FREE

resources— authored by LTE experts
www.agilent.com/find/LTE-forward
And, order your copy of Agilent’s NEW LTE book
www.agilent.com/find/LTEbook
© Agilent Technologies, Inc. 2010
LTE2_PE_MWD.indd 1 12/1/10 09:57:38

FLOORPLANS | ZONE 3, ZONE 4 & ZONE 5
Z3.16
Z3.4
Z3.2
Z4.1 Z4.2
Z5.2 Z5.1

HALL 1.1
OINT
ZONE 6 & AVENUE | FLOORPLANS
S
Z6.6
HALL 1 HALL 2
ZONE 6
Z6.1 INFORMATION POINT INFOR
REFRESHMENTS REFRE
G A L L E RY
TOILETS
CLOAKROOMS
Z6.2
CLOAKROOMS
CLOAK
OURTYARD
AVENUE HALL 3
REFRESHMENTS
ACCES
ACCESS TO
ACCES
ACCESS TO
ACCES
AVENUE ACCESS TO
ACCESS TO
ACCES
TOILETS
AV100
AV101
AV103
AV105
AV97
AV98
AV99
AV78
AV80
AV81
AV82
AV83
AV84
AV85
AV86
AV88
AV89
AV90
AV91
AV24
AV23
AV22
AV21
AV19
AV17
AV16
AV13
AV15
AV40
AV38
AV37
AV36
AV33
AV31
AV30
AV27
AV26
AV08
AV04
AV07
AV03b
AV09
AV10
AV11
AV12
AV05
AV06
AV01
AV02
AV03
AV64
AV65
AV67
AV68
AV69
AV70
AV72
AV73
AV51
AV52
AV53
AV57
AV58
AV60
AV61
AV44

EXHIBITOR LISTING
COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND COMPANY NAME STAND
Infineon Technologies AG 1B22 Volantis Systems 1E43 Bipper Communication AS 2A67

HALL 1.0
InfoGin 1G55 Volubill 1B18 Birdstep 2B77
4M Wireless 1F57 InnoPath Software 1F39 WeDo Technologies 1J31 Bivio Networks, Inc. 2B113
4Real Group International Pty Ltd 1E61 InterDigital 1D07 Xceed Technologies, Inc. 1G34 BluePosition 2A05
A J Power Ltd 1E61 Intune Networks 1E61 Xilinx 1E47 BLIP Systems 2A05
Accanto Systems 1J37 Invigo 1E67 XPAL Power Inc 1G59 Bluestreak 2J55
Accuver EMEA Ltd. 1A07 i-Pop Networks Pte Ltd 1F06 Zapa Technology 1F17 Boomering Communication Ltd 2C72
Adobe Systems Incorporated 1D45 iTraffic Ltd 1F17 Boost Communications 2H07
AIRCOM International 1B14 ITS Group 1F60 HALL 1.1 Bordeaux Chamber of Commerce and Industry 2E59
Airweb SAS 1G32 Ixia1C62 BORDEAUX GAMES 2F49
AIRCOM International 1.1HS70
Aito Technologies Oy 1F62 Jinny Software Ltd 1G49 Boxxin 2F49
ARM 1.1HS57
Amdocs jNetX 1J45 Jivo Ltd 1F17 BRETAGNE INTERNATIONAL 2F29
Ascom Network Testing Inc 1.1HS35
Amphenol Jaybeam 1D58 Kabira Technologies, Inc. 1F33 Brodit AB 2B123
Bytemobile 1.1HS65
Anam Mobile 1F17 Keynote SIGOS GmbH 1F70 Belgium-Belgica 2H33
Enterprise Ireland 1.1HS32 & 1.1HS62
Anite Telecoms Ltd 1H21 KeyPoint Technologies (UK) Ltd 1D66 Bsquare 2B122
Hitachi, Ltd. 1.1HS25 & 1.1HS21
Anritsu 1B31 Kineto Wireless UK, Ltd. 1A45 Business Anywhere 2E59
Informa Telecoms & Media (Informa UK Ltd) 1.1HS40
Antenova Ltd 1D64 KOTRA (Korea Trade-Investment Promotion Agency) 1F07 BYD Company Limited 2D06
Intellect (UK hospitality area) 1.1HS43
APTX 1E61 Lamhroe 1E61 C&D Technologies (UK) Ltd 2H40
Maxim Integrated Products 1.1HS52
Arantech 1F17 Logicplant Co. Ltd 1F07 Cablerie D'Eupen 2H33
Meucci Solutions 1.1HS45
ArcSoft Inc 1G39 LogMeIn, Inc 1G31 Cadex 2C100
NewBay Software 1.1HS32
Argela 1C13 MACH 1D67 Cambridge Broadband Networks 2A113
Symbian Foundation 1.1HS28 & 1.1HS39 & 1.1HS72
Aricent 1F38 MATERNA Information & Communications 1G05 Cassis International 2F49
TATA Communications (Canada) ULC 1.1HS48
ARM 1C01 Mavenir Systems 1A55 Castlabs GmbH 2H64
Tektronix Communications 1.1HS36
arvato Margento Solutions GmbH & Co. 1B13 mBlox 1F43 Cavitid Inc. 2A97 & 2A108
UK Pavilion 1.1HS43 & 1.1HS40
Ascom Network Testing Inc 1C05 MCTEL 1G13 Cavium Networks 2C05
Vantrix Corporation 1.1HS47
Ascot International Srl 1A19 MediaTek Inc. 1C58 CE+T 2H33
Verisign 1.1HS20 & 1.1HS24
Astellia 1B12 MFORMATION Technologies 1A56 Ceedo Technologies 2C72
Automation Engineering Incorporated 1J32 Microsoft Corporation 1D19 Celcite 2C108
HALL 2
Avanquest Software (BVRP) 1B59 MindMatics AG 1B13 CellGuide Ltd. 2C72
avinotec GmbH 1B13 Mi-Pay Ltd 1E58 2 Gareni Industrie 2B118 CELLMAPS (Powered By American Roamer) 2C93
Axesstel Inc 1B64 Mixem Solutions Ltd. 1E19 2J s.r.o. 2C101 Celltick 2C15
Beone CNR Co. Ltd 1F07 Mobilethink 1F68 2N TELEKOMUNIKACE 2D66 Cellular Italia Spa 2E21
Bercut 1A51 Mobixell Networks 1A23 3GSP 2H33 CelPlan Technologies 2B70
Bitwave Semiconductor 1C50 Movius Interactive Corporation 1F24 3GVision 2C72 Centile 2F49
Bluegiga Technologies Oy 1F62 Mozat Pte Ltd 1F06 3Roam 2F49 Cerillion Technologies Ltd 2D65
Blueslice Networks 1E38 MPDevice Co. Ltd 1F07 6WIND S.A 2J67 Certgate GmbH 2C112
BND Co. Ltd 1F07 Muvee Technologies Pte Ltd 1F06 7 Layers 2A27 CETECOM 2A83
Booz & Company 1F51 Myriad Group AG 1B55 8motions 2E59 Chips&Media,Inc. 2F12
Bridgewater Systems 1F47 Navigon AG 1A46 A3&O 2C109 City of Nuernberg in the Metropolitan
Business Logic Systems Ltd 1E56 NAVTEQ 1D59 Abaxia 2F28 & 2G32 Region Nuremberg 2F33
Callidus Software 1H27 Neusoft Mobile Solutions 1E19 ABBYY 2B25 C-motech 2F32
Cambridge Silicon Radio Ltd 1E51 NewNet Communication Technologies 1G03 ABIT Corporation 2C110 Codasystem 2E60
Capricode 1E19 Nexus Telecom AG 1J36 ABPHONE (opensugar) 2E59 Coelmo S.r.l. 2C111
CBOSS 1D06 NI Mobile Excellence 1E61 ACAPELA GROUP 2E59 Coiler Corporation 2A26
Celtro Ltd 1G15 Nokia, Qt Development Frameworks 1E44 Ace Antenna Corp. 2B31 Comba Telecom 2B57
Ceragon Networks 1D01 Novero GmbH 1B13 Ace Technologies Corp. 2B29 Commsquare 2H33
CEVA, Inc. 1G45 Nowcasting International t/a askmoby.com 1F17 ACME Tele Power Ltd 2E07 Communology GmbH 2B68
Cibenix 1F17 NRW.International 1B13 Acome 2F49 Computaris 2C94
CM 1C67 Nujira Ltd 1E60 Adactus 2H09 Comsys Mobile 2B73
Colibria 1H49 Nvidia Ltd 1C34 Adax 2D51 Comsys Telecom & Media BV 2C04
Comarch 1F20 NXP Software/LifeVibes 1A15 ADC 2B61 Consistel Pte Ltd 2J27
CommProve Ltd 1H39 OBIGO 1E04 ADECEF 2A90 Consotel 2F49
COMNEON GmbH 1B22 Openwave 1E61 Adelya 2E60 CostWORX Limited 2EZ13
Company 100, Inc. 1F05 Opera 1C44 Advantech Europe GmbH 2G38 Creova 2G51
COMPRION GmbH 1G38 Opticom GmbH 1B39 Aepona 2F08 Critical Path 2D20
Comptel Corporation 1C06 P3 communications 1B70 Aerotel Medical Systems 2C72 CTDI 2B104
ComputaMaps 1C17 PacketVideo 1C09 Airwide Solutions 2B38 Dane-Elec 2G51
Comviva 1E02 picoChip 1D56 Aitia International 2EZ5 Danish IT Industry Association 2A05
Contela, Inc 1F07 PIXIP.NET GmbH 1E69 Aktavara AB 2F13 Dantelo 2A05
Continuous Computing 1F04 PowerMe Mobile 1G69 Alcosystems 2F13 Dasur Pattern Recognition 2C72
Covered-iT.com 1F17 Project People Ltd / 3G Projects Ltd 1J44 Alepo 2B88 Datatronics, S.A. 2A86
Creativity Software 1F53 Psiloc 1E31 Allot Communications 2C72 & 2B76 Defne 2H42
Crucialtec Co. Ltd 1F07 RAD Data Communications 1D01 Allround 2C06 Deltanode Solutions AB 2H38
Cybercom Group 1E19 RADCOM 1D01 Alterwave 2H33 Derdack GmbH 2D26
Cypress Semiconductor 1F53 Radware 1D01 Alvarion 2C25 Derouck Geomatics 2H33
DataViz Inc 1H37 RADWIN 1D01 AM3D 2A05 Desay A&V Science and Technology Co., Ltd 2A103
Deutsche Welle 1B13 Redknee 1E37 ANADIGICS 2C19 Dev-Help 2F49
Dial2Do 1F17 RedMere 1F17 Andrew Solutions. A CommScope Company 2C47 Device Anywhere 2A17
DigitalAria Co. Ltd 1F07 RESI Informatica S.p.A. 1J33 Anevia 2A125 DGT Sp 2B102
Digital Reach Group 1F17 Revector Ltd 1E65 Anthil 2F49 Dhatim 2F49
Digital Receiver Technology, Inc. 1F56 Roam Over IP Pte Ltd 1F06 Antica 2G20 Dialogic Corporation (Corporate Headquarters) 2C54
DigitalGlobe 1A50 Rohde & Schwarz 1D33 Anydata Corporation 2C102 dicas 2H64
DIGITALK Ltd 1E64 SafeLinQ International BV 1G63 Apis Technical Training AB 2F13 Digitrad Communications Inc. 2F49
Dolby Laboratories Inc. 1C43 Sandvine Incorporated 1J42 Apliman Technologies 2B97 Dilithium Networks 2B27
E-Blink 1F55 Scottish Development International Aplix Corporation 2A120 DIOTEK Co. Ltd 2B25
Emirates Data Clearing House 1E52 Trade and Investment 1E66 Appello 2F13 Ditech Networks 2C62
Enterprise Ireland 1F17 Sentry Wireless 1F17 Aquafadas 2E59 DiVx 2D23
Entre Marketing Ltd 1A40 & 1E19 & 1F01 & 1F62 setcom wireless products Ltd 1B08 Argus Technologies (Europe) Ltd 2C71 Dmailer S.A. 2F49
European Communication Engineering 1E19 Sevenval GmbH 1B13 Arkamys 2G51 Doro 2G16
EVISTEL 1A11 Shell-Line Co. Ltd 1F07 Aspiro/Rubberduck Media Lab 2A67 DragonWave Inc 2A118
ExB Communication Systems GmbH 1B13 Silent Communication 1F02 AT4 wireless 2E12 DSPV Ltd 2C72
Eye Spy FX 1E61 Singapore Manufacturers' Federation 1F06 Atheros Communications 2B53 DxO Labs 2J31
ezetop Ltd 1B49 Smiths Interconnect Wireless Technologies 1D70 AtlasCT - Atlas Cartographic Technologies Ltd 2C72 eLeader Smartphone Solutions 2A16
Fachhochschule Dortmund 1B13 Speechstorm 1E61 AtomiZ 2F49 Electronics Line 3000 Ltd 2C72
Femto Forum 1G19 Spirent Communications 1C14 AVENIR TELECOM 2H47 Emoze 2G08
Fixed and Mobile Pte Ltd 1F06 Squire Technologies 1E68 Avertim 2H33 Enet Times technology CO.,LTD 2A110
Fjord 1E19 Starhome GmbH 1E32 Avvasi 2A97 & 2A108 ENQIO 2H33
Foxda Technology (H.K.) Co. Ltd. 1G61 Stirk Lamont 1E61 AWEX Barcelona 2H33 Enterprise Europe Network 2H33
Funambol, Inc. 1J46 Symbian Foundation 1J34 Awex Brussels 2H33 Envivio Inc 2H12
Future Product Design 1G67 Syniverse Technologies Inc 1E01 Awox 2E59 ESKADENIA Software 2A62
Futuremark Oy 1E19 Tango Telecom 1F17 AWT 2H33 ETI 2G01
Globitel 1A59 Tecnotree Convergence Limited 1B01 Axell Wireles Ltd 2B26 ETSI 2E47
GR Telecom Co. Ltd 1F07 Tekelec 1F44 Azetti Networks 2J25 Euro Communication Equipments s.a.s 2G18
GSInstruments Co. Ltd 1F07 Tektronix Communications 1B56 AzureWave Technologies, Inc 2C09 EuroTech Communication Ltd. 2B111
GT Telecom Co. Ltd 1F07 TeleCommunication Systems Inc 1A03 B.A.S.E. Technologies 2H33 Eurotek Italia S.r.l. 2B12
HRS - Hotel Reservation Service 1B13 TELENITY 1B51 Ballard Power Systems 2J58 EXFO 2A97 & 2A108
hSenid Mobile 1F06 Tencube Pte Ltd 1F06 BandRich Inc 2A66 Exicom Tele - Systems Limited 2D88
HTC Europe Co Ltd 1D34 The Mobile Advertising Exchange Pte Ltd 1F06 Bardenheuer GmbH 2F37 Exir Telecom 2F02
iBasis 1E32 TheNOWFactory 1F17 beeweeb spa 2C97 Expway 2A67
IBM 1C31 Tieto Corporation 1F25 Beijing Skyway Technologies 2F01 EXTELIA 2G51
IBYS Technologies S.A. 1G36 TriQuint Semiconductor 1A62 Belair Networks 2D04 FACTSware 2A78
i-ConX 1F17 u-blox 1H33 Berlin-Brandenburg c/o Berlin Partner GmbH 2H04 Faeria.Studio 2E59
IKT Norge 1C44 & 1E44 Ulticom 1G48 BeTomorrow 2E59 Fibrolan 2C72
Imagination Technologies 1E05 Utiba Pte Ltd 1F06 beyo GmbH 2B25 Fixmo Inc 2A97 & 2A108
IMImobile 1B63 Valimo Wireless Oy 1E19 BHE Bonn Hungary Electronics Ltd. 2C06 FLANDERS INVESTMENT & TRADE 2H33
Incard 1A27 Visa 1B19 BIG5MEDIA 2F49 Flash Networks 2B75
Voiceserve Ltd 1F61 Flexexports 2A97 & 2A108

EXHIBITOR LISTING
FlexiTon 2C06 Marseille Euromediterranee 2F49 QuesCom 2F49 Ubidyne 2C98

Focus Infocom GmbH 2C115 MAXCOMM 2G34 RadioComp ApS 2A05 UK Pavilion 2C71 & 2D77
Forsk 2H18 Maype Servicios Logisticos 2EZ7 Radio Frequency Systems 2C53 Umeox Mobile Limited 2E14
France 24 2E33 mBricks 2A67 Rambus Inc 2J59 Upstream 2C20
Fraunhofer First 2E41 MCE Systems 2C72 Rapid Mobile Media Ltd 2J29 UTEL 2G51
Fraunhofer FIT 2E41 MCS - Mixe Communication Solution BV 2J65 RCS Rampal Cellular Stockmarket 2C72 V4x 2E59
Fraunhofer HHI 2E41 MDER-PACA 2F49 RealVNC Ltd 2J69 Vasco Data Security 2H33
Fraunhofer IIS 2E41 MeCanto 2C72 Redline Communication 2A82 VIACCESS 2B69
Fraunhofer Institute for Integrated Circuits IIS 2E41 Media Mobility France 2G51 Rennes Atalante Science Park 2F49 Visicom Company 2D29
Fraunhofer SIT 2E41 Mentum 2G70 Rennes Metropole 2F49 Vision Objects 2F49
Fraunhofer-Gesellschaft 2E41 MEP Imaging Technologies 2C72 REVE Systems 2A111 Vmware International 2H53
French Pavilion 2E60 & 2F49 & 2G51 & 2H47 & 2E59 Metratech 2J63 ReVerb Networks 2B120 VNL 2B33
Frog2Frog 2F13 mimoOn GmbH 2B17 RF Morecom Korea 2B124 Voice On the Go Inc 2D59
fSona Networks 2A06 Mindspeed Technologies 2J40 RF Window Co Ltd 2A31 Voice One 2H33
FTS 2B92 MIPI Alliance 2H41 Romancell Technology Co., Ltd. 2G36 VOIPFUTURE 2J60
Fujisoft incorporated 2H72 Miyowa 2J49 Runcom Technologies 2C72 Vopium A/S 2A05
FuturLink 2D40 Mob4hire Inc. 2A97 & 2A108 Rx Networks 2A97 & 2A108 Voxbone 2E38
Galateia 2H33 MOBELL TECHNOLOGY PTE. LTD. 2A07 Saft Batteries 2E59 Vtion Technology (China) Company Ltd. 2A101
Gallery IP Telephony 2C72 Mobenga 2F13 Sagarmatha 2C72 VTT Technical Research Centre of Finland 2G12
GEKA TELECOM 2F49 Mobi-App Ltd 2C72 Saguna Networks Ltd 2C72 Wandy-SaaS (CTWare) 2C72
Gemfor s.r.o. 2A114 MOBIBASE 2J07 Sanjole 2J46 Watchdata 2F49
GENBAND Inc 2B90 Mobiclip 2E33 Santok 2D08 WaveIP 2C72
Genesis 2F49 Mobidia, Inc. 2A97 & 2A108 SAP 2D82 Wavesat 2A97
GENETEL 2E60 Mobilaris AB 2F13 SCS Cluster 2F49 Webwag 2E59
GEOIMAGE 2E60 Mobile Arts 2F13 SDMO Industries 2E17 w-HA 2B69
GestureTek, Inc. 2A97 & 2A108 Mobile Distillery 2F49 SELECOM 2E59 Widmee 2E59
Gintel 2A67 Mobile Sorcery with MoSync AB 2F13 Sequans Communications 2A116 Wifi Networks Pvt Ltd 2EZ9
Giraudi International SAM 2E59 Mobiletech 2A67 ServersCheck 2H33 Wiley 2A100
Gizmosupport 2B103 Mobiltron Europe 2F49 SETELIA 2F49 Wind River 2F48
GlassHouse Mobile - Small Business MobiLuck 2F49 Shenzhen Konka Telecommunications WIT Software S.A. 2C63
Segment Market Intelligence 2EZ6 MobiMESH Srl 2J52 Technology Co. Ltd. 2F69 Wizbill Ltd 2C72
GLOBAL ENGINEERING TELECOM 2E60 MobiNear 2A67 Shyam Telecom 2B47 Woodward Systems 2A97 & 2A108
Global High Tech Asia 2J21 MOBYT 2E59 SIAE MICROELETTRONICA 2D54 WorldSim 2B91
Global IP Solutions (GIPS) 2A14 Mondial Telecom - Becherry.be 2H33 Sigmatix 2C114 YuHua TelTech (Shanghai) Co., Ltd 2A92
Global Media Bank AB 2F13 Monty Holding 2H60 Signalion GmbH 2J15 & 2J18 zBoost by Wi-Ex 2J04
GN Netcom - Jabra 2E30 Moovade 2H33 Silicon Image 2B108 & 2B109 Zinwave Limited 2B09
GoldSpot Media 2H69 MoreMagic Solutions 2B93 SIM TECHNOLOGY GROUP LTD 2H19
GSMK CryptoPhone 2C96 Movenda 2B06 SIRADEL 2G51 HALL 2.1
Haiku 2E60 Mpathix 2A97 Sisteer 2E60
0Infinito 2.1C79
Hame Technology Co. Ltd 2EZ14 mr Handsfree (TE-Group) 2EZ1 SITQ Systems GmbH 2F37
Accedian Networks 2.1C50
Haploid 2F49 myFc AB 2F13 Skiller 2C72
Anvaya Networks Pvt Ltd 2.1A58
Harmonic Inc. 2F29 Nanjing Wanlida Technology Co., Ltd 2D02 SkyFiber 2J56
BridgeWave Communications 2.1C26
Harris Stratex Networks 2F27 Nanoradio AB 2D03 Smartcom 2F49
ERCOM 2.1A30
Hobim Bilgi iSlem Hizmetleri A.S. 2E34 Napatech 2G28 Smith Micro Software, Inc. 2A61
Kaspersky Lab 2.1C45
HSL (Hay Systems Ltd) 2D26 Nash Technologies 2F33 SOFIALYS 2E59
Movidius 2.1C61
HUBER+SUHNER 2B13 NCP Engineering GmbH 2F33 Sofrecom 2B69
NeoConsult A/S 2.1C56
i.Tech 2J06 Nemotek Technologie 2B112 Solid Technologies Inc 2B35
Opencode Systems 2.1B51
IBELEM 2F49 Neomades 2E59 Sonus Networks 2C13 & 2F49
Proton 2.1D56
IBM Israel Ltd - Global Technology Unit (GTU) 2C72 Neptuno - NAAP 2B125 Sophia Antipolis/Team Cote d'Azur 2F49
RYMSA 2.1B37
IF Europe 2E59 NET CHECK GmbH 2F37 SourceIT Ltd & You-Roam.com 2C72
Tekno Telecom 2.1A24
IFEN GmbH 2F33 Net4Sun 2B118 Sowephone 2F49
Ubiquisys 2.1A56
Iklax Media 2E59 NetComm Ltd 2B119 SOX 2J57
IKT Norge 2A67 & 2B77 & 2A25 NetHawk Group 2C105 SPB Software 2B05
IMAGINOVE 2E60 Spinner GmbH 2C81
Hall 3.0 Courtyard
Netsize 2G51
IMEC 2H33 Netvizio 2F49 SpinVox 2D33 Abertis Telecom CY19
implementa gmbh 2H34 Network Mining 2H33 SPIRIT Technologies 2H11 Accenture CY15
Infobip 2B01 Neustar, Inc. 2D49 SPMT 2B110 ACCESS CO., LTD. CY10
Infopole Cluster TIC 2H33 New Media Plus - Vodemotion 2G51 SS Systems LLC 2EZ10 Acer Europe S.A CY06
Innovation Norway 2A67 Newfield Wireless 2A93 Stantum 2B114 Almira Labs CY19
INSERTO 2F49 Newport Media 2F07 STM 2H36 Aricent CY07
Insight SIP 2F49 Newtec Cy. 2H33 Streamezzo 2C37 Barcelona Digital Technology Center CY02
Integrat 2A112 Nexence 2F49 Streamwide 2E59 Brightstar CY01
Interphase 2C05 Nomadesk 2H33 Sud de France Export 2E59 ACC1Ó Government of Catalonia CY02
INTERSEC 2E59 Nomor Research 2F33 Sweden at Mobile World Congress 2F13 CompeGPS Team CY02
Intivation 2B106 NTX Research 2E60 Sweden Mobile Association [SMA] 2F13 CPM Telecom CY11
INTRACOM IT Services Middle East & Africa 2J64 O3SIS AG 2D15 SwissQual AG 2A37 Cystelcom Sistemas CY19
INTRACOM TELECOM 2C46 Octasic Inc. 2A97 & 2A108 Sybase 365 2A15 DIRECCIÓN GENERAL DE TELECOMUNICACIONES Y
IntSig Information Co 2C95 One Smart Star 2C72 Symena 2C103 TECNOLOGÍAS DE LA INFORMACIÓN CY19
Invest In Bavaria 2F33 OnMobile Global Ltd 2C67 Synapse Mobile Networks 2F13 ELSE Ltd. CY10
Invest in France Agency 2E59 Oonair 2F14 Synchronica Plc 2A35 Emirates Telecommunications - Etisalat CY16
IP Access Ltd 2D62 Opal Manufacturing Ltd. 2A97 & 2A108 Synchroteam 2F49 EUROSTAR MEDIAGROUP S.L. CY11
Ipercast 2F49 Open-Plug 2D73 Tagattitude 2F49 fonYou Telecom, S.L. CY11
Ipix 2EZ4 Option 2J54 TalkPool 2F13 Genaker (eSI Mobile Solutions) CY19
I-Point Media Ltd 2C72 Optiway Ltd 2C72 TAT - The Astonishing Tribe 2F18 Golden Gekko Spain, SL CY02
IRIS Telecom 2B87 OriginGPS Ltd 2C72 TATA ELXSI LTD 2C106 Grupo GOWEX CY11
ISKRATEL 2B115 Orkio Belgium 2J41 TBP Electronics 2H33 IBM CY17
ITM Einkaufs GmbH 2J50 OSS Nokalva 2J70 Tech21 Sensor GmbH 2H64 InOut TV (Indoor Outdoor Entertainment S.A.) CY02
ITT Monaco 2H61 P21 2B82 TechInsights 2H01 INVEST IN SPAIN CY19
ITware Ltd. 2C06 Paca Mobile Center 2F49 Teko Telecom S.p.A. 2A10 KINETICAL BUSINESS, SL CY02
Ixi Mobile 2C72 Panorama Antennas Ltd 2B98 Telcobridges Inc. 2A97 & 2A108 Lechill Mobile CY02
Jabil Circuit 2H59 Paxton 2F49 Telcordia 2A73 Marvell CY18
JABLOCOM 2G69 PCTEL 2D14 TeleBilling A/S 2A05 Mier Comunicaciones, S.A. CY11
Jamo Solutions 2H33 Pelikon an MFLEX Company 2C02 TelecomCity 2F13 MINISTERIO DE INDUSTRIA, TURISMO Y COMERCIO CY19
JPL NASA 2C92 Penbase 2E59 Telegent Systems Inc 2A24 Oonair CY02
Juni America 2B72 People Logic 2A97 & 2A108 Telepin Software Corp. 2A97 & 2A108 Orange - France Telecom Group CY03
Kaben Wireless Silicon Inc. 2A97 & 2A108 Percello Ltd. 2J42 Telogic 2A05 RED.ES CY19
Kapsys 2F49 Performance Technologies 2G39 TELELOGOS 2F49 Research In Motion CY04
KATHREIN-Werke KG 2B16 PIWorks 2B89 TeleMessage 2C72 Secretaría de Estado CY11 & CY19
Kerlink 2F49 PLANET NETWORK INTERNATIONAL 2F49 Telena 2B121 SECRETARÍA DE ESTADO DE TELECOMUNICACIONES Y
KMW INC. 2E35 PLEEX 2E59 Teleplan Globe AS 2A67 PARA LA SOCIEDAD DE LA INFORMACIÓN CY19
KNOCK TELECOM S.A. 2C31 PlusFourSix 2F13 Teligent Telecom 2F13 Simfonics CY11
Kontron 2A28 Pôle Images et Reseaux 2F49 Tellabs 2A47 SITMOBILE CY02
Kvaleberg 2A25 Polystar 2E18 Telmar Network Technology 2B96 SME CY19
Kyocera Corporation 2E66 Pontis 2D28 TexoMobile / MobPartner 2F49 Telenor ASA CY08
LD Mobile 2F49 Portugal Telecom Inovação, SA 2C88 The Institution 2F13 Ubiqua CY19
Legos 2F49 PRAXEDO 2F49 The Israel Export and International Unkasoft Advergaming CY19
Lift 2F49 Prim'Vision 2F49 Cooperation Institute 2C72 & 2C75 VEXIA ECONAV (CRAMBO S.A.) CY11
LILLYBELLE 2F49 Prisma Engineering 2J53 The Telecom Industry Association of Lebanon 2G53 Vodafone Group Services CY12
LIN.K nv 2H33 Promptu 2B80 Tiki'labs 2F49 Zed Worldwide, S.A. CY11
LitePoint Corporation 2J11 Prosilient Technologies AB 2F13 Toledo 2H33 Zhilabs CY11
Lleida.net 2E40 Protei 2C107 TOPEX 2A58 ZTE Corporation CY13
LNK 2H33 Provence Promotion 2F49 Trade Wings 2A124
Longcheer Telecommunication 2H13 PureInbox Inc 2A97 & 2A108 Tragamovil 2J12
Mailvision 2C72 Qosmos 2A70 Trango Systems, Inc. 2A126
Manifone 2F49 Qosmotec Software Solutions GmbH 2H70 Transmode Systems AB 2F13
Marben Products 2H71 QOWISIO 2E59 TRUSTED LOGIC 2G51
Marlink 2H33 Ubidata 2H33

EXHIBITOR LISTING
INQ 4.6HS12 & 4.6HS22 GSMA Mobile Innovation Zone 7IZ1 & 7IZ28 Powermat Ltd 8C129
Hall 3.1 Gallery
Intel Corporation 4.1HS23 GSMA Mobile Money Pavilion 7MM1 & 7MM6 Powerwave Technologies 8B109
Aepona 3.1HS16 Intrinsyc Software, Inc 4.7HS01 GyPSii 7B68 Qualcomm Incorporated 8B30 & 8B53
Aptina 3.1HS181 Israel Mobile Association 4.1HS14 & 4.1HS01 Handmark 7E47 & 7HS46 Research In Motion 8B178 & 8B192
ArrayComm 3.1HS31 Jabil Circuit Ltd 4.7HS03 & 4.7HS57 HP International 7C18 Sagem Orga GmbH 8B76
AuthenTec 3.1HS20 LensVector 4.2HS40 IDENT Technology AG 7HS18, 7IZ20 SAGEM Wireless 8B94
Axel Technologies 3.1HS157 Lime Microsystems Limited 4.7HS18 Immersion 7B62 Sagemcom 8B73
Bluestreak 3.1HS47 Mentor Graphics 4.6HS01 INNOVA 7B50 Samsung Electronics Co., Ltd. 8B169 & 8B177
Canada Pavilion 3.1HS93 & 3.1HS12& 3.1HS68 MFORMATION Technologies 4.4HS31 Inquso 7IZ7 SanDisk Corporation 8B91
Canonical Ltd 3.1HS10 Monotype Imaging 4.7HS36 Intel GmbH 7A49 & 7HS20 Sicap AG 8C67
Cavium Networks 3.1HS129 Mtekvision Co Ltd 4.5HS01 internetq 7B42 SK Telecom 8C115
Celcite 3.1HS73 Nanoradio AB 4.7HS60 Jasper Wireless 7EM2 & 7HS26 & 7HS56 Skyworks Solutions Inc. 8C132
Ceragon Networks 3.1HS164 NDS 4.4HS14 Kingston Technology Europe Limited 7HS8 Sony Ericsson Mobile Communications AB Int. AB 8A171
Cloudmark 3.1HS133 Neomobile Spa 4.6HS57 Lexar Media 7A50 ST - Ericsson 8B110
Cognovo 3.1HS03 Networks In Motion (NIM) 4.6HS39 Miraveo 7IZ29 Starent Networks is now a part of Cisco 8A70
Communology GmbH 3.1HS112 Nortel Networks Inc 4.5HS04 Mireo d.d. 7D45 Sun Microsystems Inc 8C55
Compuware Ltd 3.1HS44 Nortel Networks Inc 4.6HS09 mobil data IT&Kommunikationslösungen GmbH 7D60 SVOX 8B79
Continuous Computing 3.1HS05 Novarra 4.6HS49 Mobile Engine 7D22 Symsoft AB 8C72
DiBcom 3.1HS90 & 3.1HS94 Novatel Wireless, Inc 4.6HS32 mobileFX 7B66 Tecore Networks 8C78
Digital Route 3.1HS04 NXP Semiconductors 4.7HS46 & 4.7HS42 MobileKing GmbH 7F10 Teleca 8B79
Evolving Systems, Inc 3.1HS98 & 4.7HS58 MobiTV, Inc 7HS96 Telefonica. S.A. 8A115
Fraunhofer IIS 3.1HS91 OmniVision Technologies Inc 4.6HS35 Mojiva/mOcean Mobile 7B34 Texas Instruments 8A84
Gameloft 3.1HS174 & 3.1HS176 & 4.6HS31 Mozido 7MM6 Toshiba Information Systems - Mobile
GENBAND Inc 3.1HS24 OMTP Ltd 4.8HS51 Mxdata 7E52 Communications Division 8A111
Interphase 3.1HS129 Option 4.5HS23 MyScreen Mobile 7E46 ZTE Corporation 8B145
Lexar Media 3.1HS170 & 3.1HS175 Orange - France Telecom Group 4.7HS56 Ndrive - Navigation Systems, SA. 7C70
MACH 3.1HS84 RadiSys 4.2HS11 Net Mobile 7D33 ZONE 3
MediaTek Inc. 3.1HS161 RealNetworks Inc 4.0HS19 & 4.0HS25 Netbiscuits GmbH 7A65
ParkerVision Z3.2
Metratech 3.1HS70 Red Bend Software 4.3HS50 NetQin Mobile Inc 7A57
Qtel Z3.4
Mindspeed Technologies 3.1HS56 Renesas Technology 4.5HS11 NetScout Systems, Inc 7C47
T-Mobile Z3.16
MIPS 3.1HS162 ROUTE 66 G.I.S. B.V. 4.8HS44 Nextivity 7HS54
Miyowa 3.1HS147 Samsung Semiconductor Europe GmbH 4.0HS022 NTT Solmare Corporation 7C44
Samsung Techwin Co., Ltd. 4.5HS14
ZONE 4
Movidius 3.1HS30 Omnifone 7C69
MyungMin 3.1HS65 & 4.5HS44 One Italia 7F8 HTC Europe Co Ltd Z4.1
NewNet Communication Technologies 3.1HS121 Scalado AB 4.6HS27 & 4.6HS61 ooVoo 7D48 & 7HS36 ST - Ericsson Z4.2
NGMN Ltd 3.1HS125 Servo Software 4.7HS29 Palringo 7G12
Redknee 3.1HS166 & 3.1HS171 Shazam Entertainment Limited 4.2HS12 Panpwr 7IZ9 ZONE 5
Renesas Technology 3.1HS17 & 3.1HS13 & 3.1HS25 Sierra Wireless 4.3HS02 PathFinder 7HS42
SkyCross, Inc. 4.6HS05 KNOCK TELECOM S.A. Z5.1
Ruckus Wireless 3.1HS01 paythru 7IZ13
Sonus Networks 4.2HS25 Ericsson Z5.2
Safenet 3.1HS53 Perfecto Mobile 7A58 & 7IZ3
Sequans Communications 3.1HS55 SRS Labs, Inc. 4.7HS10 PNY 7HS6
SunCore Corporation 4.4HS30 ZONE 6
Siano 3.1HS48 Pomeranian Science and Technology Park 7B33
Sigmatix 3.1HS102 Sybase 365 4.6HS38 PowerOasis Ltd 7GP4 Huawei Technologies
Silicon Hive B.V. 3.1HS115 TAT - The Astonishing Tribe 4.7HS20 PrimoMobile 7D50 Co., Ltd. Z6.1 & Z6.2 & Z6.6
Silicon Image 3.1HS99 Toshiba Information Systems - Qporama 7IZ1
Mobile Communications Division 4.6HS53 Avenue
Stantum 3.1HS114 Qualcomm Incorporated 7C37
UMTS Forum 4.6HS06
Streamezzo 3.1HS60 Quintus Technologies LLC 7D50
Ventraq 4.7HS47 Acme Packet AV80
Sybase iAnywhere 3.1HS101 Raviteq 7IZ6
Verint International 4.7HS32 AFD Technologies AV03
Synaptics 3.1HS08 Research In Motion 7B26
Virage Logic 4.6HS25 Airvana AV91
Telegent Systems Inc 3.1HS61 & 3.1HS63 Rotana Audiovisual Co 7D67
VisualOn Inc. 4.7HS06 Airwide Solutions AV88
TeliaSonera AB 3.1HS33 & 3.1HS35 SEAMLESS 7MM4
Volubill 4.6HS30 ALCATEL Mobile Phones AV06 & AV22
& 3.1HS36 & 3.1HS37 Sennheiser Communications A/S 7D56
Wind River 4.7HS09 & 4.7HS13 & AV23 & AV24 & AV27
Tessera 3.1HS116 Sentry Wireless 7IZ17
Wireless Intelligence 4.7HS33 ANADIGICS AV89
Tieto Corporation 3.1HS153 & 3.1HS156 Service2Media BV 7A43
Wolfson Microelectronics 4.6HS50 Aricent AV67
Transverse 3.1HS40 SHAPE Services 7A46 Arqiva AV83
TruePosition 3.1HS32 Shenyang Goldenpack Technic Development Co., Ltd 7D46
Hall 6 Atos Origin AV99
TynTec Ltd 3.1HS86 & 3.1HS88 Siklu 7IZ10 Belgacom International Carrier Services AV37
Ubiquisys 3.1HS50 & 3.1HS52 & 3.1HS54 Ericsson 6E01 Skype 7D49 BlueRun Ventures AV90
UK Pavilion 3.1HS03 & 3.1HS100 Smaato Inc. 7C38 Booz & Company AV105
& 3.1HS85 & 3.1HS86 & 3.1HS88 App Planet Solaiemes 7IZ12 Cisco AV51
Velocent 3.1HS83 Spin3 7C34 & 7HS22
Absolu Telecom 7C62 Convergys AV57
Vesta Corporation 3.1HS96 Telecom Asia, Wireless Asia and Telecoms Europe 7G22
ACCINDO 7A53 Dialog Semiconductor AV98
VirtualLogix 3.1HS71 TeleSemana 7H19
Admob 7B59 Entre Marketing Ltd AV31 & AV38
& AV60
Vidiator 3.1HS26 TeleSoftas 7G16
Agence France Presse 7B57 Ericsson AV07
Wavesat 3.1HS12 Telmap 7C42
Alcatel-Lucent 7D61 Flexenclosure AV05
Wimax 3.1HS34 Tensilica, Inc. 7C35
Altobridge 7IZ18 Freescale Semiconductor AV17
Wintegra 3.1HS100 theChanner 7IZ22
Ameresco Solar 7GP1 F-Secure Corporation AV38
YuHua TelTech (Shanghai) Co., Ltd 3.1HS57 Toei Animation Co., Ltd. 7C28
App Garage 7APG Giesecke & Devrient AV103
& AV72
Ubidyne 7IZ16 Good Technology AV101
Hall 4 Beabloo 7IZ24
UK Pavilion 7HS56
Berlitz Publishing/ Langenscheidt Publishing Group 7B70 Icera Inc AV65
3G Americas 4.7HS50 Wave Global Services UK Limited 7A42 INQ AV04
Bioaccez Controls 7IZ27
Aeroflex 4.6HS48 WellDoc Inc 7IZ15 IPWireless AV40
BluePosition 7E80
Altair Semiconductor 4.6HS21 WildKnowledge 7G1 Juniper Networks AV70
Bosch Sensortec 7HS52
Amalfi Semiconductors 4.7HS04 Yospace 7D20 LSI AV64
BuzzCity 7E42
Aplix Corporation 4.7HS19 Zephyr Corporation 7GP5 modu AV13
Colour Code Technologies Co. 7E45
Anydata Corporation 4.6HS11 CommuniGate Systems 7E40 Myriad Group AG AV86
Atos Origin 4.3HS10 Hall 8 Nagravision - Kudelski Group AV33
CooTek 7IZ11
Audience 4.7HS31 Cyberclick Mobile 7IZ25 Acision 8A86 & 8A93 Neustar, Inc. AV78
Blue Wonder Communications GmbH 4.7HS14 CyberPlat OJSC 7MM5 Actix Ltd 8C66 Novatel Wireless, Inc AV52
Broadcom Corporation 4.1HS02 DeCarta 7E62 Agilent Technologies 8A77 Oberthur Technologies AV53
BroadSoft Inc 4.6HS23 DevelopIQ 7IZ8 Alcatel-Lucent 8A147 & 8C25 Openet AV84
Cambridge Broadband Networks 4.3HS30 Digimarc Corporation 7A59 Amdocs 8B101 Openwave AV97
Camiant 4.6HS62 Digital Legends 7IZ26 Cellebrite Mobile Synchronization 8B71 Oracle AV44
Camiant 4.7HS44 DIOTEK Co. Ltd 7B70 Comverse 8B83 PacketVideo AV30
Cavium Networks 4.7HS38 eGain 7D58 Convergys 8B70 Pantech AV16
Clearwire 4.1HS43 Electro Power Systems 7IZ19 EMPORIA Telecom Productions 8A139 Parrot SA AV81
comScore, Inc. 4.6HS02 Eltek Valere 7GP3 Ericsson 8A171 RFMD AV58
Cypress Semiconductor 4.8HS48 Endomondo 7E63 eServGlobal 8A69 Sagem Orga GmbH AV69
Dialog Semiconductor 4.8HS16 Enough Software 7A37 Garmin-Asus 8B127 SAGEM Wireless AV61
Discretix Technologies Ltd 4.7HS22 Exmart 7A48 Gemalto S.A. 8A102 Seven Networks International AV31
DiVx 4.7HS48 eyeOS 7IZ2 Giesecke & Devrient 8B65 Sierra Wireless AV36
Doro 4.6HS63 F5 Networks 7B55 Golla 8A50 SK Telecom AV09
Ecrio Inc 4.2HS36 FancyFon 7E61 GSMA Pavilion 8C118 SmartTrust AB AV103
Elektrobit 4.6HS34 & 4.6HS36 Fastpay 7IZ28 Huawei Technologies Co., Ltd. 8A159 SurfKitchen AV19
F5 Networks 4.8HS04 fring 7IZ21 Inside Contactless 8B94 Symbio AV60
GCT Semiconductor 4.5HS02 Fundamo 7MM3 & 7HS10 Intec 8A67 TeleAtlas AV82
Google 4.4HS50 Genera Mobile 7C51 LHS 8A171 Toshiba Information Systems - Mobile
Google 4.7HS59 Communications Division AV68
GENERAL MOBILE 7B28 Limo Foundation 8B135
Gracenote 4.3HS19 TriQuint Semiconductor AV85
GeoMe 7IZ23 Motorola Ltd 8A28 & 8A51
Harris Stratex Networks 4.2HS18 UK Hospitality area AV19
GFK Retail and Technology 7E58 NEC Corporation 8A125 & 8C32
HipLogic 4.6HS08 UK Pavilion AV26
Globo Technologies 7B58 Nokia Siemens Networks 8C01 & 8C03
IKIVO AB 4.6HS37 & 4.6HS46 Velti AV03b
Green Hills Software Ltd 7EM1 NTT DoCoMo, Inc 8B117
IMImobile 4.7HS27 Western Union Company AV73
GSMA Embedded Mobile Pavilion 7EZ1 & 7EZ14 Oberthur Technologies 8B68
Infineon Technologies AG 4.3HS01 Wipro Technologies AV21
GSMA Embedded Mobile Zone 7EMZ Optimi 8B81
& 4.3HS013 & 4.3HS07 Orga Systems GmbH 8B130
GSMA Green Power Pavilion 7GP1 & 7GP6
Infineon Technologies AG 4.4HS25 Panasonic Mobile Communications Co., Ltd. 8B135
GSMA mHealth Pavilion 7EZ1 & 7EZ14

ADVERTORIAL
“You have arrived

at your destination”
- Then what?
Have you ever typed “map” into Google Image Search?
At the time of writing, it returned 761,000,000 results. Browsing

through the results displays countless world maps and city maps,
venue maps, campus maps, illustrated maps, thematic maps, public
transport maps, maps and maps and maps.
S
earch for shopping centre maps, for example, and again you get 93,000,000
results. Illustrated, colourful, branded maps of shopping locations all over the
world. The same with museums, airports, and theme parks.
Seeing this endless stream of maps, one cannot help wonder why do I still
have just grey rectangles between the streets in the current digital mapping
solutions available?
In addition to being more colourful than the grey areas, these local maps are also
created and maintained by the people who know them best - the business owners
of the venue in question. They know what’s relevant, what most people are looking
for, how people should move around and what’s interesting today.
We at Whatamap think that this information should be available to everybody in a
similar way as street maps already are - always with you via my mobile handset.
Based on our experience working together with shopping centres and tourist
attractions, even consumers have begun to notice the absence of relevant local
information in existing mapping solutions. Driving from home to destination is one
thing, but usually that is the easy part - the real demand for maps and services is
during the week you spend in a ski resort, for example.
However, usually when consumer demand grows, also their expectations grow
and local maps are no exception. A generic, annually updated brochure or directory
listing is not that interesting anymore; instead, a mobile, branded shopping centre
guide complete with all the retailers correctly listed, the current events up to date
and the special offers valid today is very interesting for the consumer.
Of course, delivering all this information in a mobile form to the consumer also
opens an array of new opportunities ranging from customer service to mobile
advertising and from loyalty programs to getting customer feedback. Indeed, the
fact that it is possible to deliver all this exactly at the moment the customer has
stepped inside a shopping center with his mobile handset in left hand and wallet in
right hand, is a rather intriguing thought.
Since Whatamap started studying the market and building technology in 2007, we
have been working to make this equation work both to the business owner and to
the consumer. This implies that we must be able to efficiently create and maintain
mobile indoor maps, and that we must make the mobile consumer experience as
fluent and easy as possible.
We identified early on that this was a problem that required a systematic
approach. The Whatamap technology platform, complete with online tools for
content creation and wide mobile platform support for end user interfaces, is a
solution that provides customers with full control of local map creation that is
customizable, cost efficient and scalable.
From a global perspective, the challenge of rolling out indoor maps at scale
remains. However, this presents a business opportunity through the ongoing
consumer demand for indoor maps on mobile devices and this is very much
proportionate to the smartphone adoption rate that is showing no signs of slowing.
Whatamap.com Ltd is a Finnish software company specializing in mobile indoor maps ...
Founded in 2007, the company provides industry leading solutions in its field... This year,
Whatamap provides the mobile guide of the Mobile World Congress to all exhibition visitors.

FEATURE | Q3 REVIEW
By Will Croft,
Europe approaches
1B connections
Western and Eastern Europe accounted for 12% and 11%, respectively,
Technology share of total connections (%)

of total global mobile connections in the third quarter of 2009, but
they have very different market traits. In this extract from Wireless
Intelligence’s latest Quarterly World Review, analyst Will Croft
considers the major developments in both regions during the period.
WESTERN EUROPE Eastern Europe also extended to T-Mobile

In Q3 2009, Western European cellular Austria, which lost 15,000 connections,
connections reached 515 million, adding and for TeliaSonera, in its home market of
5.31 million connections quarter-on- Denmark, where net connections
quarter. Year-on-year, Western Europe declined by 31,000 connections.
grew connections by 3.19% in Q3 2009, In Italy, Vodafone chalked its losses
down from the yearly growth rate of down to ‘economic weakness impacting
7.59% in Q3 2008. Penetration rates usage growth’, causing organic service
reached 129%, reflecting a very high- revenues to fall by 1.4% quarter-on-
level of market maturity. Growth in the quarter. Only its fixed-line business grew
contract market continued to be stronger in terms of service revenues, albeit by 0.4%,
than prepay, whilst the WCDMA family though on the mobile side, strong growth
of technologies enjoyed a successful in data usage - 24% sequentially - did help
quarter and accounted for 31.6% of total to offset the fall. Data revenue was £243
mobile connections in Western Europe million for the six month period to end-
by the end of the third quarter 2009. September, third-placed out of Vodafone’s
In Western Europe, ten operators core operations, behind only Germany
reported a negative decline in net (£470 million) and the UK (£282 million).
WCDMA HSPA
additions for Q3 2009 (down from 13 last The quarter’s results were also affected by a
quarter), although, once again, Italy was 0.7% decline in service revenue growth as WCDMA
the worst affected, dropping 982,000 a result of regulatory effects, which the GSM
connections between TIM (709,000) and company cited were inclusive of the impact
Vodafone (273,000). Deutsche Telekom of roaming regulation and a reduction in
and TeliaSonera’s string of losses in mobile termination rates. Positive growth Source: Wireless Intelligence
in fixed-line and data was, however, Vodafone in Q1 and Q2 2009. Q3

enough to seat the Italian operations with marked the best performance for ailing
the only positive percentage change for the T-Mobile UK in the last 18 months. In
six-month half-year period out of all core terms of higher-earning contract
Cellular connections (millions)
markets and the ‘rest of Europe’ segment in connections, O2 continued to prove itself
terms of service revenue, EBITDA and as a clear winner in a fierce market,
Market penetration (%)
operating profit. adding 312,400 new connections in the

In terms of net additions, the UK, contract space, yet the operator is still
Germany, Spain and Norway posted losing prepaid connections along with
significant improvements over Q2, filling Vodafone, although losses have declined
first to fourth place respectively in the significantly to just 20,200 in Q3.
region. Previous first-placed France As a whole, Telefónica Group enjoyed a
dropped to fifth in this quarter’s ranking solid quarter in Europe, reaching 43.5
as the number of customers added on a million customers in its four core markets,
market basis halved to 413,000. France of which 72.4% are now contract-based
Telecom, like most Western European connections. Fixed-line services
operators, remained under pressure to (telephony, Internet and data) grew
turn around its voice-centric business marginally faster than mobile,
models to address a rapidly changing highlighting the group’s increasing
and competitive market. reliance on its bundled packages,
UK operators achieved the largest particularly in Germany where it aims to
improvement on an absolute and compete with Deutsche Telekom’s
percentage basis (adding 1.2 million net entrenched position via its recent
Connections Market penetration additions compared with last quarter’s acquisition of Hansenet. Overall revenues
29,000), having recovered from the grew 5.5% sequentially and 5.9% year-on-
Source: Wireless Intelligence customer losses at Orange, T-Mobile and year to €3,484 million for the quarter. Data

Q3 REVIEW | FEATURE
ARPU continued to perform well in the Eastern Europe. Meanwhile, CDMA
Technology share of total connections (%)

UK and Ireland, at €9.6 and €11.6 technologies represented less than 1%
respectively, while Germany (€4.6) and (0.73%) of total connections.
Czech Republic (€4.9) still run a margin Reflecting the ever-increasing plateau of
behind. The percentage of non-SMS traffic saturation in Eastern Europe, 18 operators
over non-voice revenues continues to reported negative or static net additions in
accelerate and now accounts for an Q3 2009, representing a loss of 580,000
average of 37.2% over the four operations. connections. Eight of these operators are
As was the case with their peers, mobile placed in the top ten markets in Eastern
termination rate cuts affected the group Europe, which now represent 88% of all
revenue growth by 1.6% in Germany, UK connections in the region. Deutsche
and the Czech Republic. Telekom Group was worst affected, losing
Notable network launches in Western nearly 85,000 connections in four markets
Europe in the second half of the year (Hungary, Slovakia, Montenegro and
included eight HSPA+ network Macedonia) while TeliaSonera lost
deployments in Finland, Greece, Italy, subscribers in three markets (Lithuania,
Portugal, Spain and Switzerland. Estonia and Georgia, together 11,000
Additionally – in a world-first – connections) and mobilkom austria
TeliaSonera deployed the first LTE suffered in Croatia and Slovenia (losing
networks in the capital cities of Norway 4,400 subscriber connections).
and Sweden at the end of 2009. The Deutsche Telekom was keen to
networks, with infrastructure supplied by highlight revenue growth at its Southern
Huawei and Ericsson respectively, both and Eastern European division (increasing
operate in the 2.6 GHz band and offer year-on-year by €3.6 billion for the first
access via a non-backwards-compatible nine months of 2009, including fixed-line CDMA (Family) WCDMA HSPA
Samsung LTE dongle. The vendor hopes operations), primarily due to the first-time WCDMA
to offer a WCDMA/HSPA/LTE unit in the consolidation of European partner OTE
near future and TeliaSonera has Group in February. In organic terms, GSM
committed to rolling out to 25 cities in however, revenue decreased by €0.3 billion Source: Wireless Intelligence
Sweden by the end of 2010 at a cost of primarily due to negative exchange rate
SEK 500 million (US$70 million) and four effects and, in particular, the strained Despite customer losses in three Despite, or perhaps by virtue of, customer
additional cities in Denmark as they await macro-economic situation in Hungary. Eastern European markets (as well as a losses, normalised ARPU increased by
further licensing. While the group lost customers in negative 31,000 net additions in 8% in Euro terms in Slovenia and 2% in
Slovakia, revenue remained stable due to Denmark), TeliaSonera Group achieved Croatia, the only two markets posting a
EASTERN EUROPE currency translation in its sales channels. record-high profitability across its mobile positive ARPU trend for the group.
In Q3 2009, Eastern European cellular In contrast DT’s Croatian unit posted the and fixed broadband operations, with In Q3 2009, Sweden-based Tele2
connections reached 471 million, worst net additions in the last four years SEK 2,778 million (US$394 million) in Group added 1,306,000 mobile
growing by 9.91% year-on-year alongside the weak performance of the operating income for the mobile division, connections during a quarter of poor
(compared to 15.23% in the year earlier Croatian Kuna. Mobile communications 34.3% of the group total. EBITDA margin performance for its fixed-line division,
period). The region had a penetration were particularly hit due to the recent for the mobile division remained which lost a net 228,000 lines. Of the
level of 117% and was 80% prepay. introduction of a fixed cellular tax, taking unchanged year-on-year at 31.1%. mobile additions, the company
Contract connections, however, recorded 6% of revenues. The worst market-level Revenue growth was primarily driven by announced 53,000 were mobile Internet
the highest sequential growth of 3.64% in loss of the group, Hungary, was also due to mobile data and mobile broadband in users - both total and mobile Internet net
Q3 2009, compared to 1.94% for prepay an exchange-rate plummet of the Western Europe (particularly Sweden additions have doubled since the
connections. In terms of technology Hungarian Forint against the Euro. It was with 90,000 contract net additions, mainly comparable year-ago period in 2008.
migration, 92.3% of total connections in not all doom and gloom for Deutsche on mobile broadband tariffs) as the group Particular success came from Russia
Eastern Europe were GSM and 6.33% Telekom in Europe however - with the struggled with its mobile operations in where the group launched in seven new
were WCDMA. This WCDMA figure is exception of Greece, the percentage of the Baltic’s, although cost reductions (- regions this quarter, adding 921,000 net
up from just 3% a year ago, of which 12% contract customers relative to the group 2.5% year-on-year) contributed to the connections. The operator is seeing a
are HSPA connections and 28 networks customer base increased, aiding a 32.5% stabilisation of EBITDA margins. Net sales successful return to positive net additions
now run at 7.2 Mb/s or faster and seven year-on-year increase in group data in the Baltic countries decreased due to in almost all of its Eastern European units
are HSPA+ enabled. Poland and Romania revenue to €502 million and a data ARPU lower equipment sales and reduced traffic - only Lithuania reported an overall loss
are at the forefront of 3G deployment in of €2.2 (excluding OTE Group). revenues, while in the group’s remaining in customers compared to Q2 where five
Nordic countries revenue decline was of its six units (Russia being the
mainly driven by regulatory conditions, exception) reported negative results. The
namely a reduction in roaming volumes group enjoyed SEK 6,130 million
and revenues. (US$867 million) in net sales and
Revenues at mobilkom austria Group’s EBITDA of SEK 1,596 million (US$226
mobile segment dropped 3.3% to €2,423 million) across its mobile division. ARPU
million in the first nine months of 2009, remains the highest in its home market of
citing decreases due to foreign currency Sweden (and only non-MVNO Western
rates (local revenues decreased by just European operation) at US$27.1, slightly
1.1%), lower international roaming lower than the year-ago period, but well
revenues and, in Croatia, the expiry of its above the US$6.70 figure for Russia.
national roaming agreement. The group Azerfon’s launch of WCDMA/HSPA in
was also affected by the 6% mobile tax Azerbaijan at the end of 2009 removes the
introduced in July by the Croatian market from the ever shrinking list of
parliament, requiring the group to pay those in Eastern Europe to have not yet
fees on all SMS, MMS and voice revenues launched a 3G network. The operator
for their operations. EBITDA declined by rapidly deployed services in eight cities
7% to €957.5 million, primarily due to (including the capital of Baku) as well as
lower contributions from Austria, the Absheron Peninsula, having paid the
Bulgaria, Croatia and Slovenia, though princely sum of US$13,600 for a licence
this was offset somewhat by strong earlier in the month. This launch, together
results in Belarus (including 164,000 net with Armenia’s first from VivaCell (MTS)
additions during Q3) and a reduction in and Belarus’ via life:) (BeST), leaves Bosnia
initial deployment costs following & Herzegovina, Kazakhstan, Kosovo,
launches in Serbia and Macedonia. Kyrgyzstan and Turkmenistan as the only
Foreign currency rates negatively markets unlicensed for WCDMA services
Source: Wireless Intelligence impacted EBITDA by €17.8 million. in Eastern Europe.

ADVERTORIAL
VAS: How to make

value-added services
business-critical?
The saturation of the mobile communications market poses new adapted to the specific marketing conditions of the telecommunications field. It is
challenges for operators. Previously, during the emergence of the market, also necessary to note that the telecommunications operators have much more
the operator's main task was to increase its customer base and then grow information at their disposal than the online stores, which means they can make
the minutes of use (MOU) per subscriber. Today, the market situation has much more customized offers that accurately reflect the needs of their clients. VAS
changed and the operator's strategies have changed as well. sales can only receive positive benefits as a result.
We can therefore state that the entire VAS value chain in this case has been
T
he increase of competition in the matured markets has forced operators to implemented and the service portfolio management can be highly effective.
reduce the cost of a voice call for the subscriber. That, of course, leads to a
decrease in revenues from this basic service. At the same time it's important INCREASING VAS PENETRATION AND VAS REVENUE
for the operator to increase its ARPU or, at the least, maintain it at the previous It is possible, in our opinion, to reach the goals of VAS portfolio management
level. Given such market conditions, the operator must implement value-added through the use of two base elements: increasing the VAS penetration into end-
services (VAS) in order to compensate for the decrease in overall ARPU. The active user segments, and increasing the average price of the services.
implementation of VAS poses certain challenges for the operators, among which It is known that the bulk of VAS in the operator's portfolio is of relatively low
we single out the following ones as the most important: penetration. For example, the penetration of content-based VAS (ringtones,
• Defining the portfolio of business-critical VAS pictures, RBT, etc.) is within the range of 10% to 15% despite being one of the most
• Management of the VAS portfolio popular ones among subscribers.
• Increasing VAS revenue and VAS penetration The low penetration of VAS is, as a rule, due to the fact that the targeted offer for
the end user is missing. Each operator segments its subscriber base by
DEFINING THE PORTFOLIO OF BUSINESS-CRITICAL VAS emphasizing the needs of various segments and by making an offer to those in
The active enlargement of value-added service portfolios as new sources of revenue accordance with their needs. This offer concerns the set of base and value-added
means that many operators have enhanced their VAS with dozens or oven hundreds of services, meaning that a certain set of rates and VAS is offered to a certain
additional offerings. That, however, results in certain problems. The large number of segment. It should be noted that quite often there is no differentiation in the
VAS makes service portfolio management more complex and more resource-intensive. positioning of the same service for different segments.
The VAS infrastructure grows, resulting in significantly increased operating expenses. VAS positioning is, from our perspective, needed for different subscriber
What really happens is something called a power law (long tail). In our opinion, segments, particularly the following large segments: technology enthusiasts
while the theory is very interesting, the vast majority of revenue remains in the (averaging 2% of the subscriber base), visionaries (14%), pragmatists (34%),
head. Subscribers want to pay for blockbusters (business-critical VAS). conservatives (34%) and skeptics (16%).
Consequently, in order to define a list of business-critical VAS the operator must The penetration of the majority of VAS only to the enthusiast and visionary
conduct periodic benchmarking and audits of its service portfolio in order to reveal segments has already occurred. However, in order to penetrate new segments –
the leaders and outsiders according to the principles of profitability. Having defined first of all, pragmatists – it is necessary to create an offer of services that can be
such a list, the operator can build its VAS operation strategy, maximizing the value understood by those subscribers and will bring them sizeable benefit.
and increasing its capitalization. As it has been stated previously, besides increasing penetration the average
revenue from a product should be increased. This can be done by enlarging the
MANAGEMENT OF THE VAS PORTFOLIO number of orders by each subscriber and by increasing the average price of a service.
The objective of management of the VAS portfolio is to increase operator's market Accordingly, the operator faces the task of ensuring VAS penetration into new
capitalization. The operator can successfully reach the objective by managing each subscriber segments, doing so by creating an understandable value proposition for
of the elements of the VAS value chain. the end user.
The foregoing can be achieved by using the targeted promotional mechanisms,
which are at the operator's disposal. Today the operator has a tremendous amount
Order Customer
Advertising Sales
fulfillment
Billing
care of subscriber information at its disposal, such as his/her preferences, location,
income level, etc. Naturally, that information isn't explicitly present in the
operator's database: in order to obtain it, the source data must be processed and
Fig. 1. VAS value chain (based on Telco 2.0 by STL Partners (www.stlpartners.com)) certain conclusions made. For example, if the subscriber's phone model or
telecommunications spending is known, it's possible to determine his/her income
We can present a VAS value chain using example as follows: in the first stage level with great precision. By knowing the rate, base and consumption ratio of
(advertising) the operator's own promotional channels are used, such as SMS. A value-added services it is possible to draw conclusions regarding the subscriber's
promotional message can be incorporated into the SMS, initiated by the operator, or in habits, meaning his behavior as a consumer.
the balance notification when funds are added to the account. It is important to note The operator can and should use all this data to promote its services. Besides
that the message should be customized for the needs of a particular user. For example, having all the subscriber-related information, the operator also has constant
if the subscriber actively downloads ringtones it may mean he's a potential user of the access to the subscriber: his mobile phone is always with him, and consequently
RBT service. In such a case the promotional message for that user should contain an personalized communication channels such as SMS, USSD, IVR, etc., may be used.
advertisement for the RBT service, if he doesn't already use the service. Not one of the traditional mass-communication channels, such as television or
It is then important to ensure the possibility to easily and conveniently activating the outdoor advertising, has such possibilities from either the subscriber's perspective
RBT service, i.e. implementing the “Buy It Now” button so commonly employed by or the context of personalized communication.
Web stores. If a subscriber has ordered the service, we may consider that the sales Thus the conditions (which have of course changed over the past several years) pose
stage has been concluded. The operator must then process the subscriber's order new challenges to the operators, but it is possible and essential to work with them.
(order fulfillment) and rate it for this activation (billing). Thus it's necessary to provide The definition of the work strategy – which should cover all the most important
the subscriber with the possibility of managing this service so that he or she can challenges with optimal use of all the possibilities of the operator, its network and
order new tunes, add new options, etc., as implemented in the customer care system. subscriber information – will make the VAS business extremely profitable and
As we know “sales fix all”. So, from the business-process perspective the VAS business-critical. The operator has all the resources needed for effective work with its
sales is no different from sales in an online store, but one should note that the service portfolio and can manage it from the perspective of the possibilities for
latter are much more advanced than the telecommunications operators. The increased VAS penetration and VAS revenue. The potential of this market is enormous,
mechanisms used and tested by the Internet players are effective, and they can be but such potential is worthless unless the strategy indicated above is implemented.

FEATURE | SNAPSHOT: BHARTI

By Matt Ablott,
Bharti looks to
Bangladesh to offset
Indian market pressures
Indian mobile market-leader Bharti Airtel (India, Sri Lanka), Warid Bangladesh, 3Q09 (pro forma)
Bharti Airtel (Bharti) is poised to
make its first investment in India Bangladesh Sri Lanka
TOTAL
Bangladesh, a market set to (Bharti) (Warid) (Bharti)
become its largest outside of India
Total 110,511,416 2,690,000 1,157,069 114,358,485
and potentially a launch-pad for
further expansion into Southeast Contract 5,345,732 44,654 --
Asia. Matt Ablott reports. Connections Prepaid 105,165,684 2,645,346 --
GSM 110,511,416 2,690,000 1,085,033 114,286,449

ast month Bangladesh's telecoms
L regulator gave Bharti the green

light to invest an initial US$300
million in Warid Telecom, the country's Rank
WCDMA
Country
Region
0
1st
3rd
0
4th
60th
72,035
4th
79th
72,035
fourth-largest mobile operator. The

payment is understood to be the first of World 3rd 238th 351st
many investments in Warid over the next Market Share Total 23.44% 5.28% 8.46%
few years, which will eventually see Growth (QoQ) Total 7.96% 4.26% 47.33%
Bharti take a 70 percent share in the
operator. Unconfirmed reports suggest Growth (YoY) Total 42.63% -30.31% --
that total investments could eventually Contract 4.84% 1.66% --

top US$1 billion. Prepaid 95.16% 98.34% --
Warid Telecom is currently owned by % Connections
GSM 100% 100% 93.77%
the UAE-based Dhabi Group, which was
last month given permission by local WCDMA 0% 0% 6.23%
regulators to sell the asset. The operator Net Additions Total 8,143,535 110,000 371,709 8,625,244
had 2.7 million mobile connections by
Share (Adds) Total 18.41% 2.98% 33.33%
end-3Q09, according to Wireless
Intelligence data (see table). Source: Wireless Intelligence, company data, (Excludes Bharti Group operator holdings in Seychelles, Guernsey, Jersey)
Bharti is the latest in a long line of
foreign operators attracted by the high- to slipping below US$0.01, making it one an 8 percent market share and taking a As market-leader in India, Bharti Airtel
growth potential of the Bangladeshi of the lowest-cost mobile markets in the third of the country's net additions in that has been largely successful in defending its
mobile market. Market-leader world. Although Bharti's market share quarter. Last year, Bharti was linked with a position from an influx of new market
Grameenphone is majority-owned by has remained stable in India, the operator bid for Millicom's rival Sri Lankan mobile entrants and has wisely eschewed some of
Norway's Telenor, Eqypt's Orascom owns has warned recently that intense network - known as Tigo - in an apparent the more cut-throat pricing strategies
second-placed Banglalink, and Malaysia's competition and pricing pressures are attempt to combine the business with its deployed by some of its competitors.
Axiata and Japan's NTT Docomo jointly beginning to impact earnings. own network in a move that would have Nevertheless, Bharti will continue to face
control AKTEL, the number three. There Bharti's strategy to expand outside of created the island's second-largest mobile ongoing margin pressure in India as
are six mobile networks in the country in India had been, until recently, dominated operator with over 3 million subscribers. connections growth becomes focused on
total; however, mobile penetration is only by its ill-fated attempt to merge with pan- However, Bharti eventually lost out on the poorer, rural areas, which could drive down
just above 30 percent, suggesting plenty of African mobile firm, MTN. The planned deal to Etisalat, which acquired Tigo Sri prices further. Now the MTN merger deal
room for future growth. US$23 billion merger – which would have Lanka for US$155 million in October. is dead – and unlikely to be revived for a
Expansion into Bangladesh is part of created the world's third-largest operator Sri Lanka also represents Bharti third time – Bharti is clearly focused on
Bharti's strategy to break out of its group - was shelved for the second time Airtel's only experience in delivering 3G looking at investment opportunities closer
crowded home market into new in as many years last September, (WCDMA) services to date; WCDMA to home; indeed, Bharti could even be a
emerging territories. In India, Bharti is reportedly due to the South African accounted for over 6 percent of Bharti's catalyst for consolidation in the Indian
adding over 8 million new connections government's reluctance to relinquish Sri Lankan mobile connections in 3Q09. market, as many of its competitors are
per quarter (see table) and yet its market control of the Johannesburg-based MTN. This experience could prove vital in the ripe for acquisition. Meanwhile,
leadership is under pressure from a raft of The collapse of the deal means that coming year with Bharti expected to be a expansion into neighbouring Sri Lanka
new market entrants, such as Telenor's Bharti Airtel's only current interest outside leading bidder in India's long-awaited last year saw Bharti quickly build a sizable
Uninor (which launched in 4Q09). Fierce of India is in neighbouring Sri Lanka, 3G auctions, which are currently connections base thanks to its strong
competition in the market has inevitably where it launched services in January 2009. scheduled to take place in February. The brand and marketing expertise. It will
led to extreme price pressures; the The network had reached 1.2 million first 3G licenses in Bangladesh are also likely look to pursue a similar strategy in
effective price per minute in India is close mobile connections by 3Q09, commanding expected to be issued later this year. Bangladesh via Warid.

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FEATURE | SNAPSHOT: CRUNCHONOMICS

By Joss Gillet,
Senior Analyst, Wireless Intelligence
Mobile revenue growth

outperforms GDP but
investment takes a hit
Mobile revenue growth continued to outperform GDP growth in the Real GDP Growth vs Cellular Revenue Growth (2007-2009)
world's major economic countries during 2009, but was not immune
to the effects of the global recession. According to a recent Wireless
Intelligence report - The Cellular Telecom Crunchonomics: One Year 8%
On – mobile revenues across the 30 OECD member countries* are
forecast to drop from EUR411 billion in 2008 to EUR408 billion in
6%
2009, a decline of 0.7 percent. However, GDP growth is forecast to
decline by 4.1 percent over the same period. Joss Gillet, author of the
report, analyses this development. 4%
perator revenues in the year to including Verizon Wireless, AT&T and T-
O 3Q09 were hit by unfavourable

currency fluctuations and a
slowdown in private consumption, both
Mobile USA – are all expected to report
double-digit revenue growth in 2009.
Mobile operators across the world
2%
0%
consequences of the economic instability have significantly reduced opex and
that hit the world's markets around the capex levels to counter the effects of the
third quarter of last year. Currency global recession. The study found that -2%
fluctuations reached a peak in late 2008 opex accounted for 60 percent of
but have become more stable since then. operator revenues in 3Q09, compared to -4%
Meanwhile, domestic demand fell by 3.7 63 percent a year ago, while capex
percent, the first decline registered across declined to 10 percent of revenues,
OECD markets in the past decade, while compared to around 14 percent a year -6%
private consumption fell by 1.5 percent. ago. However, the significant reduction 2007 2008 2009
The European mobile industry was in opex helped keep EBITDA stable at 33
deemed to be hardest hit by the percent of total revenues, while capex Real GDP Growth Cellular Revenue Growth
economic downturn. Total operator reductions meant that operating cash
revenues in Europe are forecast to fall by flows increased to 22 percent of total Source: Wireless Intelligence, OECD*
4.3 percent in 2009 to reach EUR171.6 revenues, up from 20 percent a year ago. * Organisation for Economic Co-operation and Development (OECD) member countries: Australia,
billion, with declines of 5 percent The economic crisis has had an even Austria, Belgium, Canada, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary,
expected in key markets such as the UK, greater effect on handset vendors, Iceland, Ireland, Italy, Japan, Korea, Luxembourg, Mexico, Netherlands, New Zealand, Norway,
Spain, Portugal, Ireland, Greece and according to Wireless Intelligence. Device Poland, Portugal, Slovakia, Spain, Sweden, Switzerland, Turkey, UK and USA.
Austria. Countries such as Poland and makers saw channel inventories fall from
the Czech Republic, which reported approximately 6 weeks to 4 weeks due to The industry is facing a dilemma as it
double-digit revenue growth in 2008, are extensive destocking by operators and must invest in 3G network expansion and
forecast to report double-digit declines distributors looking to bring their stock service improvements to meet consumer “THE FINANCIAL CRISIS
in 2009. By contrast, operator revenues in
North America (USA/Canada) are
levels into line with lower sales. This
trend was particularly evident in 4Q08
expectation as well as generate substantial
profits to offset falling voice revenues, yet
HAS SERVED TO
proving resilient and are forecast to grow and the first quarter of 2009. The volatility at the same time it is cutting marketing EXACERBATE ALREADY
by 4.4 percent to reach EUR125 billion. of money markets and the decline in budgets and squeezing capital EXISTING DIFFICULT
Large mobile operators in the US - private consumption – as was the case for expenditure. The financial crisis has served
mobile operators – also had a large to exacerbate already existing difficult MARKET CONDITIONS”
impact on vendor performance. market conditions such as user saturation
ABOUT SNAPSHOT Between 2007 and 2008, global in developed markets, regulatory
shipments from the top five handset pressures, on-going voice-centric price launching fewer devices and focusing on
Snapshot is a free weekly media vendors (Nokia, Samsung, LG, Sony- wars and the slow take-up of data high-end and low-end segments, which
service from the Wireless Ericsson and Motorola) grew by 2 consumption. As most economies have led to a recovery in their operating
Intelligence team dedicated to percent, but Wireless Intelligence now started to recover from the recession margins in the last 9 months of 2009. In
delivering timely market predicts that 2009 shipments are likely to - and since mobile operators are reporting 2010, Wireless Intelligence expects
intelligence and analysis for the decline by 10 percent year-on-year. healthy balance sheets – Wireless handset vendors to report healthier
global mobile industry. For However, many handset vendors have Intelligence hopes that 2010 will mark the operating margins driven by larger
more information contact recently forecast bullish growth for 2010. time when mobile operators invest money smartphone portfolios in the mid price
mablott@gsm.org or visit For example, Nokia – the world's largest in high-speed network coverage to meet tier, a refresh of their high-end portfolios,
www.wirelessintelligence.com/ mobile device manufacturer – has said it the growing expectations behind data more predictable quarterly demand,
Media.aspx expects global device volumes to rise by services. Meanwhile, the top five handset stabilised money markets and reduced
10 percent this year. vendors rationalised their portfolio mix by operating expenditures.

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EMPORIA | MOBILE CHALLENGES

Eveline Pupeter, CEO of emporia
It takes a lot of effort

to deliver simplicity!
demand both simplicity and style from
their communications. It is not a simple
task to make phones easy to use. If it
were, everyone would do it! MOBILE PHONES CAN
PLAY A HUGE ROLE IN
BRINGING BETTER SOLUTIONS TO
A WIDER AUDIENCE CREATING A DIGITALLY
The drive to deliver more accessible and INCLUSIVE SOCIETY.
inclusive handsets comes from the target
audience themselves. Mobile menu
systems can be complicated for those of
us that have grown up with a computer independence to those with non-life
mouse in their hand. For those who threatening but nonetheless serious
have spent most of their lives without a conditions, such as diabetes or high
PC, the traditional menu systems can be blood pressure.
beyond confusing. However technology will not be able
For example, the ON button on many to help create this virtuous circle unless it
mobile phones is coloured red, which is embraced and trusted by those who
traditionally relates to“stop”not“go”and will be using it on a daily basis. If an
is also used for end calls. Many buttons ageing population declines to embrace
have more than one role depending on mobile health solutions because they do
which function the phone is accessing. not trust them, or they expect the
Often iconography is used instead of experience to be far too complicated, a
words, and when words are used they can huge opportunity will have been lost.
bear little relation to the function: words This is why creating simple yet
THE CHALLENGES OF AN AGEING RESEARCH AND DEVELOPMENT like “log” and “menu” have a completely meaningful mobile experiences for all
SOCIETY: DRIVING INNOVATION different meaning in a mobile phone. generations is critical now: beyond the
In the 100 years between 1950 and 2050, At first sight, making mobile handsets When these issues are considered obvious benefits of more people using
the number of people over 65 in the easier for people to use, particularly those from the perspective of the user, it mobile telephony. Digital inclusion is
world will grow 10 fold, from 200 million with slightly reduced motor function, or becomes clear that the level of important, not just to those who benefit
to two billion. Not only does this present minor hearing or sight loss, may seem like complexity is bewildering and often from adding mobile communications to
huge challenges for society: in some a simple thing to do. The most obvious unnecessary. Up to now this could be their lives, but to all of us that need to
developed countries there will be as feature is larger buttons. The reality is that considered an annoying distraction but find new and creative ways in which to
many people retired as in work; but it big buttons alone do not deliver a level of in the future this could be vital to future address new global population realities.
also presents new challenges to the usability and functionality that makes a provision of health services.
mobile industry, which will need to difference. Rather there are a huge THE OPPORTUNITY AND
create solutions relevant to an number of small but subtle considerations THE IMPACT ON SOCIETY THE CHOICE
increasingly ageing population. that need to be taken into account when OF USABLE MOBILE It is impossible to imagine any industry
It is important that mobile creating phones that are suitable to the HEALTH SOLUTIONS or business ignoring the fastest growing
communications more widely benefits a growing older demographic. Mobile phones can play a huge role in segment of society: to do so is to limit
global community that will be living This requires a great deal of research creating a digitally inclusive society. As success today and tomorrow. This is why
longer and more independently. Whilst and development. Some notable the global population lives longer, the the mobile industry has a responsibility,
no-one can doubt the success of the considerations are issue such as screen cost of caring for an older population will not least to its own well being, to more
mobile phone to date, technology is colour: the colour of the screen needs to rise, yet there will be a smaller deeply and clearly understand what an
only truly successful when it benefits all provide the most effective contrast for proportion working to help pay for it. ageing population needs and desires
of society. people with minor eyesight problems. The use of technology, particularly from mobile communications. Beyond
We tend to think of illness as The font used in phones should be the mobile communications, to help this lies a more important choice and a
something sudden. However, minor clearest to see, and the font size must remotely monitor and manage people’s greater opportunity: to grow beyond talk,
impairments such as loss of sight or be changeable to suit people who are well being could provide an effective text and internet; to create solutions to
hearing develop over time. They are not short sighted. alternative to care worker visits or some of the most significant challenges
killer diseases like cancer or heart These are just two examples of the hospital appointments. This has the the world faces and to embed itself into
disease, yet they can significantly impact hundreds of different considerations that potential to create a virtuous circle: to society now and in the future by
quality of life and most of us will have to go into making mobile phones suited to save cost whilst providing reassurance delivering meaningful experiences for all
adjust to life with them. the growing number of people who and increased freedom and generations not just a few.

ANALYSIS SUBSCRIBE
TODAY FREE!
Q&A r
Analyst
Q&A
Peter Jarich, Gabriel Brown, Pete Cunningham, Will Croft, Phil Kendall, Shaun Collins,
Service Director, Senior Analyst, Senior Analyst, Analyst, Director - Global Managing Director,
Current Analysis Heavy Reading Canalys Wireless Intelligence Wireless Practice, CCS Insight
Strategy Analytics
What do you No question of ‘expect’

here. I think we all
LTE and HSPA+, of
course. And since I
In services there will be
discussion about
2010 will be a big year
for LTE - on the vendor
The biggest buzz will be
around the role of the
The technology marketing
buzzword this year will be
expect to be the know the hot topics for cover network ‘monetising free,’ side; real user traction cloud in consumer and "gigahertz", referring to
hot topics at this year’s version of the technology, the thanks to Google and will wait for 2011. On business apps and its the speed of processors
this year’s show: LTE, HSPA+, LTE, transition to All-IP, Nokia’s strategies, an the operator side, I think impact on business in phones. Second, this is
Femtocells, LTE, distributed area that will prove we'll see a lot of noise models. That debate will the "Year of Android" and
show? Monetisation and architectures, Internet challenging for many surrounding network also keep the issue of we expect to see up to 50
Content Control, LTE. offload, SON, common companies. In the device congestion, and its managing network loads Android devices on
core networks, Single space, open platforms potential solutions – in near the top of the list – display. Third, the GSMA's
RAN, and packet will continue to be the particular consumer- whether through dedicated App Planet
backhaul. Among areas key topic, notably friendly femtocell pricing/billing, traffic shows how important
I don’t cover directly; Android, bada, and propositions. Emerging prioritisation/managem apps will be in 2010.
hopefully Web runtimes, Maemo. Network from the credit crunch ent, compression or Fourth, location and
Widgets, and HTML5 capacity and will remain a backstage WiFi/femto offload. context will also be big
will be big themes. optimisation is another concern with plenty of (Nokia's decision to make
area to look out for. gauging to be done in navigation free has
terms of attendance as turned this sector on its
well as the presence of head). Finally, network
familiar (and not-so) capacity will be on
faces. everyone's mind.
Any tips for a After lots of exploration,

2010 looks to be a year
Anything that manages
online/offline states – so
The breakthrough term
in 2010 will be ‘shou
On the application front,
I expect we will see a lot
Social address books
were under the radar
The collision of mobile
games and social
breakthrough for location and HTML5 and ‘Teh C1oud’ gou’, mandarin for of activity in the socio- last year, though will be networking will produce
name, service augmented reality. Will to use the buzz words – acquisition. We expect to location area. I expect big news in 2010, and some spectacular results.
or application? we all be using these and synchronisation see more M&A activity operators and other not just on smartphones Services for women will
applications on a between devices and by Chinese technology content providers to – broader cloud storage also play big. It's easy to
regular basis next year? hosted data. I hope we’ll giants in the near future, weigh in on the initial solutions will get in the forget that women are the
No. Will we have a see a comeback from especially in the mobile growth being driven by mix too. Google needs to dominant users of social
better idea of what they Symbian^3 and device sector. start-ups such as re-launch Gizmo5 to networking on mobile.
can deliver and will they Symbian^4 and the new Foursquare and Gowalla drag VoIP right into the The big name to break
be closer to ‘household UI. In the device space, in the US. Augmented middle of the into mobile in 2010 will be
phenomena?’ All signs someone could come up reality services are also smartphone user Amazon. It already has
point to Yes. with a hit, mass-market, quickly growing in experience, and won’t many of the elements
very affordable popularity, we expect to be worried about needed for a market-
smartphone. see some pairing with annoying a few leading mobile
social networking this operators in the application store. Its
year. process. Though maybe powerful
MWC isn’t the place to recommendation engine
do that! and one-click payment
could give Apple a run for
its money.
What is the Voice. Amidst all the

focus on LTE and mobile
In 2010 it’s about taking
the high-end
Smartphones will be an
area of significant
Applications (and their
monetisation) will remain
In terms of broad
product categories it
We believe connecting
things rather than
industry’s next broadband, voice is the smartphones and apps growth in 2010. In huge topics in 2010. I will be more about good people will fuel
major growth real 2010 opportunity. of 2008/9 deeper into developed markets expect a good few momentum for phenomenal growth
opportunity in At least, the opportunity the mass market. The penetration is about operators to switch back established products over the next three
will be for vendors to revenue model works, 20%, but this will rise to per-unit usage, or such as smartphones years. Mobile healthcare
2010? prove they can deliver the industry knows how substantially in 2010 as come down harder on and mobile broadband applications will be a big
quality voice services to deliver, and there’s more vendors bring fair-use, to help their PCs, rather than any part of this, and
over LTE and help vast demand still in the products to market. We bottom line. LTE data significant expansion of healthcare will be a
operators generate market. It’s still early also expect that offerings will help the mobile ecosystem major new research
additional voice revenue for machine-to- scalability of Symbian, operators to justify the into new consumer area for us in 2010.
by executing on the machine, but there’s Android and bada will distinction. Smartphone electronics domains.
promise of RCS. huge promise. enable vendors to drive fragmentation will M2M is also coming of
smartphones to a lower continue to aid the age and will make a
segment of the market. adoption of shared more positive
platforms - expect to see contribution – M2M will
the first real wave of non- grow into more
handset Android devices consumer applications
this year, for instance. in 2010.
What will be the The magicJack

femtocell. Don’t get me
There’s a lot of hyped
stuff that won’t come to
Customer satisfaction is
likely to be the big loser
Web apps continue to
fare poorly compared to
The gap between
smartphones and
Network operators'
portals will come under
biggest flop of wrong, I’m excited by fruition for years. Mobile in 2010. The challenge their native cousins - in notebooks is the place to great pressure.
2010? the prospect of advertising – of implementing terms of both look for flops in 2010. Operators seem flat-
infomercials spreading directionally it’s intuitive UIs for devices performance and Netbooks will have a footed compared with
the gospel of the happening, but the and services should not experience. I wouldn't tougher year (particularly the Web players
femtocell to the masses. economics aren’t be underestimated, but expect to see any major those bundled with data bombarding the market
I cannot, however, favourable yet. It’s still often is. Also as the shift in this direction plans) and MIDs will be with innovative ways to
believe that operators too early for number of although the issue of big news, though will do access their content and
will allow their planned social/location type apps smartphones, netbooks revenue control very little volume. No- services on a mobile
femtocell offers to be – sure it sounds cool, but and tablets increase, so surrounding the big- one has really got the phone. We think it's
tainted by the image of a who uses that stuff, will the demand for name app stores will price points right to unlikely any operator
voice-only service that really? Two-sided data. Consequently, drive the discussion of succeed in this space yet. will get a return on the
infringes on the revenue models (where users’ QOS may begin to their uptake, particularly energy and investment
spectrum they thought the operator collects on deteriorate due to in the bandwidth- put into own-brand
they had purchased both ends of the deal) network capacity. providers' camp. portals this year.
rights to. sound great, but will only
be a drop in the ocean in
dollar/Euro terms.

EXHIBITOR NEWS
Polystar introduces Jupiter - a platform
which turns network intelligence into
subscriber satisfaction
Polystar OSIX is showcasing

Jupiter - a state-of-the-art
graphical analysis & reporting next level, by giving telecom techniques that enable an
tool for telecom markets. It
helps operators developing
their business and drive the
operators control over their
services and the user
experience. Customised real-
easy access to every possible
perspective, from a helicopter
view to unmatched drill-down
Comptel Control
change towards customer
centricity, by providing a
common platform throughout
time business intelligence
views serve various
departments in operator`s
possibilities for in-depth “bits
and bytes” data analysis. and Charge
the organisation. organisation. All these is Come and visit us at stand
Jupiter takes OSS and achieved by means of the 2E18 or contact us via Comptel Corporation these services has grown
performance monitoring to the groundbreaking visualisation MWC2010@polystar.com launched Comptel Control and exponentially. However, CSPs’
Charge, which brings together revenues have not increased
Comptel’s existing, proven proportionally to this demand.
solutions for policy control Operators are exploring new
OFFICE (including bandwidth

management and roaming
ways to control and monetize
their broadband offerings.
PBX GOES cost control), charging and

mediation on a single
With Comptel Control and
Charge, CSPs can offer
FULLY platform. It provides CSPs

with the means to more
subscribers more personalized
services to encourage
MOBILE effectively balance their

resource-constrained service
environments.
spending, more effectively
charge for service use and
better manage resources,
Centile is extending its With the recent surge in particularly bandwidth.
solutions portfolio with Istra broadband traffic, the spending
Mobile, a platform that on network capacity needed to Visit the company at
empowers mobile network meet consumer demand for booth 1C06 in Hall 1.
operators to increase both Management which are all solutions, applications and
subscribers and ARPU by self-managed by the user tools targeting enterprise
combining advanced office PBX through a Mobile Operator customers working in
features with the freedom of
mobile handsets as an add-on
branded browser-based
administration interface.
partnership with fixed,
mobile and web-based LifeVibes™
to their business tariffs with a
robust feature-set including
Automatic Attendant, IVRs,
Since 1998, Centile has
been at the forefront of
convergent technology
network operators.
Come and visit us in Hall 4,

CinemaSound:
Extension Dialing, Group
Calling, n-Party Conferencing,
developments and is now the
leading European innovator
Level 2, HS11 or contact us
at sales@centile.com
the excitement
Presence, Web Based
Receptionist and Call Control
of unified communications,
network platforms, hosted www.centile.com
of multi-channel
surround
CD-quality communication include an MPEG low delay NXP Software is bringing
audio codec, an efficient multi- the home cinema experience
via LTE-A network channel echo control
algorithm that allows for
to mobile phones with its
new LifeVibes™
hands-free communication CinemaSound. The software
without echoes, and a robust enables handset makers to
streaming system that ensures offer high quality surround
superior audio quality even sound for movies, video clips
under adverse network or live performances.
conditions. These technologies LifeVibes CinemaSound can
result in a communication produce full surround sound
experience that is as easy and from any stereo, matrix-
natural as a person-to-person encoded or 5.1 channel platforms, LifeVibes
conversation, and really input. It also automatically CinemaSound delivers a rich
highlight the benefits 4G levels out volume changes ambient listening experience
The Audio Communication be. The demonstration is networks can provide in the between tracks, as well as on handsets and headphones.
Engine from Fraunhofer IIS connecting a conference room near future. offering powerful bass
allows communication with with a car-mock-up via an performance and crystal- Visit us at stand A15, Hall 1
friends or business partners LTE-A link, in CD-quality Contact: Fraunhofer IIS, clear high frequencies. or at www.software.nxp.com.
as if they were in the room – stereo. Components of the Matthias Rose Optimized to run on even Contact for appointments:
however far away they might Audio Communication Engine Stand: 2E41 highly-constrained mobile lifevibesmwc@nxp.com

EXHIBITOR NEWS
MorphPad™ SVOX speech solutions power the
Revolutionizes growing number of Android devices
the User
Experience Embedded speech solutions
provided by SVOX power the
combination of low footprint
and high intelligibility,
Pelikon MorphPad™ and growing number of Android allowing the growing number
MorphTouch™ for mobile devices, including Google’s of mobile applications to
phones revolutionize the user Nexus One. The company’s produce voice output. SVOX
experience. From rapid text smallest speech output provides speech recognition,
entry to game control, multiple solution, SVOX Pico, is used speech output and speech
features and complex tasks are to enable spoken turn-by- dialog solutions in 25
made easier and intuitive. turn navigation instructions languages for mobile devices.
Keyboards and keypads in the Google Maps
automatically reconfigure Navigation application. This Meet SVOX at stand 8B79
(“morph”) to reveal only the Come visit us in Hall 2 text-to-speech (TTS) solution (Teleca), daily presentation
controls relevant to the task in Booth 2C02 or contact us at is characterized by a unique from 11:00 till noon
which the user is engaged. info@pelikon.com
Pelikon MorphPadsTM
integrate tactile dome switches
and optional touch sensing with
a low-power, programmable,
flexible backlit display into an
Mobilkom Austria Group
ultra-thin keyboard/keypad
module that is visible under all
Select Openmind
lighting conditions and from Mobilkom Austria Group has critical business issues for We can do this because we
wide viewing angles. selected Openmind as the operators with one fully designed our platform
Group’s preferred provider for integrated messaging differently. We focused on the
next generation messaging platform. future needs of operators and
platforms. Commenting on the made it open and flexible to
RFMD® The move signals a growing
global trend - namely the
announcement Alex Duncan,
Openmind CEO , said, “We are
accommodate market
changes”.
Introduces replacement of legacy SMSC
systems with a new breed of
delighted with our deal with
Mobilkom. It is good to help To meet Openmind, email
High Power technologies that address all solve our clients’ challenges. info@openmindnetworks.com
CMOS-Based
Cellular Colibria launches
Switches Facebook application
for mobile operators
Colibria today launched its Canvas Application provides a
Facebook Canvas Application, vital missing link between the
an operator-branded portal for operator and the vast online
users to communicate with community.
their mobile contacts directly Colibria's Facebook Canvas
from Facebook in the form of Application is shortlisted for
an SMS, IM or VoIP call. Sitting "Best RCS Innovation" in the
inside Facebook and embedded GSMA's RCS DevChallenge.
RFMD's first high power with key operator services, it The accolade recognises
CMOS-based cellular switches lets the user's Facebook innovative extensions of RCS,
include the RF1603, a single- friends contact them anywhere, which will increase interest
pole, three-throw (SP3T) anytime via their mobile. and use of RCS services by
switch, and the RF1604, a With the facility to add global consumers.
single-pole four throw (SP4T) presence, location data, ad-
switch. RFMD has sampled hoc SMS and operator photo See Colibria on 1H49 or visit
both products to tier-one albums, the Colibria Facebook www.colibria.com
customers, and commercial
production is expected to
commence in the first half of
calendar 2010. Subsequent Malata/Nanjing Wanlida • 6” GPRS/3G connected E-
CMOS-based products will Technlogy Co., Ltd, China book reader,
address increasing levels of leading 3C(Consumer • a wide range of HSUPA
end-product complexity and Electronic, Communication & 3G/WiMAX 4G
will include RFMD's growing Computer) integrated Netbook/Notebook range
portfolio of switch filter products R&D and Vertical from 8.9” to 14”,
modules and switch duplexer integrated manufacturer, is • 4.3” and 5” GPRS Connected
modules for 3G smartphones. launching a wide range of Personal Navigation Device,
latest technology Mobile & • also a series innovation
Visit www.rfmd.com for Internet devices including. design of TV/PC AIO from
more information. To • PC-A1001, a 10” Intel Pine trail 19” up to 55”.
request a meeting with N450 powered Multi touch 3G
RFMD at MWC, contact us at Malata launches a wide range Tablet PC with Window 7 OS, Come and visit us at stand
kingram@rfmd.com • ARM based 10” Multi touch 2D02, Hall 2 or contact us via
of Mobile & Internet Devices tablet with Android OS, sales@malata.com

EXHIBITOR NEWS
Continuous
Computing, New CEO at
picoChip &
Cavium Networks Orga Systems
Deliver Industry’s
First Complete Focus is on internationalization and growth
LTE Femtocell
Reference Design
Continuous Computing,
picoChip and Cavium Networks
(NASDAQ: CAVM) announced
the world’s first complete Long
Term Evolution (LTE) femtocell system including a chassis and a complete Evolved
reference design. Available with a picoChip modem, Packet Core (EPC) Core
immediately, this solution helps mezzanine RF card and Layer Network Emulator.
accelerate time to market for 1 PHY software, together with
product developers, femtocell Cavium Networks’ OCTEON Contact:
access point manufacturers, Plus multi-core MIPS64 Andy Gothard, picoChip
network equipment vendors processor. Continuous See the demo: Hall 1,
and wireless operators. Computing provides Trillium Stand D56
The LTE femtocell reference LTE Layer 2/3 protocols, the media@picochip.com,
design consists of a microTCA eNodeB reference application +44 7776 22 66 85
Orga Systems has appointed extend Orga Systems’ portfolio
Ramez Younan as new Chief of products and services to
Executive Officer. He comes future worldwide customers.
Jinny in Top 5 Global MMSC with a wealth of Ramez Younan believes that
Telecommunication Orga Systems’ current
Providers & Jinny’s Hosted experience, running global portfolio and its leading
SMSC Supports Multiple Mobile organizations and advancing position in the industry builds
BSS and OSS solutions at a strong platform for
Operators across the Americas Telecommunication providers expansion in existing and new
in 45 countries. Ramez’ main markets.
Jinny Software, a supplier of the messaging space and is in them to provide SMS services focus will be on the further
messaging and media line with its strategy to gain to their subscribers and internationalization and growth We are looking forward to
solutions, is among the top 5 market share in the global offering them a faster time to of the Orga Systems Group to welcoming you during
MMSC solution providers MMSC space. market with ensured strengthen the strong Mobile World Congress.
globally, a position In the Americas, a leading flexibility and reduced cost relationship Orga Systems Orga Systems, hall 8,
independently confirmed by telecoms supplier has of ownership. enjoys with its customers and booth B8.130, main aisle.
market research firm Informa selected the Jinny SMSC to
Telecoms & Media. This host multiple, region-wide, VISIT JINNY SOFTWARE at
underlines Jinny’s Mobile Operators from a HALL 1, STAND G49 and at
competence and capability in single platform enabling www.jinnysoftware.com.
Prove your handset’s
LTE conformity
Comsys Mobile Comsys Mobile, leaders in
communication processors
shows industry’s for 4G mobile devices, is

demonstrating unique
multimode handset reference
first WiMAX/GSM designs running both Android
and Windows Mobile, enabled
Android smartphone by ComMAX® CM1125 -
Comsys Mobile’s mobile
reference design WiMAX/GSM-EDGE single-

chip processor. The demos
include multiple applications
of mobile WiMAX driven by
the CM1125 reference design
platforms that incorporate a
complete HW/SW solution
with pre-integrated COMPRION SIMfony LTE is the conformance testing. The
ecosystem to reduce name of the first commercially solution will also be available
development costs and time- available solution for combined with the pre-conformance
to-market. LTE (U)SIM handset testing. For tester IT³ Prove!. The
Visitors will also be able to everyone who wants to assure a simulators are working
see full HD video streaming in handset’s conformity to the LTE seamlessly together running
real time over 3GPP LTE CAT standards 3GPP TS 31.121 Rel- combined tests against the
4 through Comsys Mobile’s 8 and TS 31.124 Rel-8, this new mobile. The operator just has to
LT8000 UE development system is an absolute must. interact with the known IT³ GUI
platform. COMPRION SIMfony LTE during test case execution and
consists of the Rohde and result analysis.
Visit Comsys Mobile at Schwarz network simulator
Hall 2, Booth 2B73 R&S CMW500 and the GCF/ Come and visit us at stand
www.comsysmobile.com PTCRB validated (U)SIM 1G38 or contact us via
simulator IT³ Platform for info@comprion.com

EXHIBITOR NEWS
RFMD® Offers Family ooVoo Showcasing
of High-Efficiency, Video Calling
Linear PA Modules Service on
Mobile Devices
ooVoo, the high-quality video and IT systems, it will demos at MWC where we'll
and audio communication accommodate video and audio show mobile-to-mobile, mobile-
service with more than 10 calls, text chat, video to-PC and PC-to-mobile calls."
Million users worldwide, will messaging and broadcasting. To request a private demo,
conduct private demos of its "ooVoo mobile users will contact Rodger Wells, VP
application for mobile devices experience great video and Business Development,
at MWC. An Android-based audio quality in a seamless Rodger.Wells@ooVoo.com; +1
service with flexibility to adapt experience that's easy to use," 917 715 1687.
to high speed access said Philippe Schwartz, CEO of
networks, services, bundles ooVoo. "We're excited about the Visit us at stand 7D48 Hall 7.
RFMD’s RF720x family of industry's leading open market

high-efficiency, linear PA 3G chipset suppliers. Whether
modules meet the needs of single- or dual-band, each PA Airwide Launches Real-Time
complex multi-band, comes in a compact 50-ohm
multimode 3G mobile devices. matched module optimized for Loyalty & Profiling Solution
The RF720x series is its specific band of operation.
comprised of seven PAs The RF720x family provides Airwide Solutions, a stimulating topups and
designed for 3G multimode digital power mode states, provider of next generation usage, rewarding loyalty and through to loyalty points
devices implementing mode- combined with leading mobile messaging activating the base. The new management. All of which
specific, band-specific front efficiency at high power levels.’ infrastructure, applications Real-Time Loyalty and form a vital part of the
end architectures. The RF720x and solutions announces a Profiling Solution from prepaid campaign lifecycle
family accommodates all Visit www.rfmd.com for Real-Time Loyalty and Airwide uses the unique toolkit that is critical for the
major WCDMA/HSPA+ bands more information. To Profiling Solution designed to Real-Time Prepaid Marketing successful campaign
and band combinations, and is request a meeting with help operators drive Engine from Business Logic management across a large
optimized to mate with RFMD at MWC, contact us at incremental lifetime value Systems. This new solution prepaid subscriber base.
reference designs from the kingram@rfmd.com across their large, hard to from Airwide, has a range of
reach prepaid subscriber functionality from real-time www.airwidesolutions.com
bases. This is achieved by campaign management
M
100% FREE
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EUROPE | MARKET INSIGHT

Wireless Intelligence is a comprehensive database on the global mobile market. It covers all mobile
technologies and includes 2,215,000 individual data points spanning 1,286 networks in over 200
countries. It is the de facto industry tool for market intelligence with a subscriber base of over 550 of
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and financial KPIs and allows analysis at an operator, country, regional or global level.
For more information go to www.wirelessintelligence.com
Subscriber Connections (4Q09) Connections Growth (Millions) Quarterly Net Additions (4Q09)
1 Russian Federation 204,351,842 600M 1 Uzbekistan 1,021,453

2 Germany 108,216,300 500M 2 France 908,881
3 Italy 88,043,823 400M
3 United Kingdom 874,529
4 United Kingdom 77,259,948 4 Germany 752,684
300M
5 France 56,892,834 5 Spain 718,793
200M
6 Ukraine 54,931,852 6 Romania 580,430
100M
7 Spain 54,000,200 7 Macedonia 534,282
8 Poland 44,877,289 0 8 Poland 443,444
08
08
08
09
09
09
09
05
05
05
05
06
06
06
06
07
07
07
07
08
9 Romania 29,869,260 9 Ukraine 423,407
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
Q3
Q4
Q1
Q2
Q3
Q4
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q1
Q2
Q3
Q4
Q1
Q2
Q3
10 Netherlands 20,501,000 10 Albania 393,204
E.Europe W.Europe
1 4
Russian Federation United Kingdom

SUBSCRIBER CONNECTIONS ............204,351,842 SUBSCRIBER CONNECTIONS............77,259,948
YOY GROWTH ................................................8.72% YOY GROWTH ............................................2.00%
MARKET PENETRATION............................147.26% MARKET PENETRATION........................128.72%
2 5
1
Germany 4
France
2 6
SUBSCRIBER CONNECTIONS ..........108,216,300 5 SUBSCRIBER CONNECTIONS............56,892,834
YOY GROWTH ............................................1.61% YOY GROWTH ............................................4.07%
MARKET PENETRATION........................131.52% 3 MARKET PENETRATION..........................93.85%
3 6
Italy Ukraine
SUBSCRIBER CONNECTIONS............88,043,823 SUBSCRIBER CONNECTIONS............54,931,852
YOY GROWTH ..........................................-2.43% YOY GROWTH ..........................................-0.45%
MARKET PENETRATION........................150.76% MARKET PENETRATION........................121.93%
Market Penetration YoY Growth (4Q09) ARPU (Blended, Euros)
140% 1 Turkmenistan 82.62% 35
120% 2 Albania 40.26% 30
100% 3 Uzbekistan 35.42% 25
80% 4 Kyrgyzstan 29.94% 20
60% 5 Tajikistan 26.29% 15
40% 6 Kosovo 17.48% 10
20% 7 Belarus 14.90% 5
0% 8 Moldova 14.38% 0
08
08
08
09
09
09
09
05
05
05
05
06
06
06
06
07
07
07
07
08
08
09
09
09
09
07
07
07
08
08
08
05
05
05
05
06
06
06
06
07
9 Ireland 14.28%
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
20
Q4
Q1
Q2
Q3
Q4
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q1
Q2
Q3
Q4
Q1
Q2
Q3
10 Azerbaijan 13.47%
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
E.Europe W.Europe E.Europe W.Europe
ALL ADVERTISING ENQUIRIES TO: Whilst care has been taken to ensure that the data in this All data sourced from Wireless Intelligence (www.wirelessintelligence.com). Whilst every care has
publication is accurate, the publisher cannot accept and been taken to ensure that the data in this publication is accurate, Wireless Intelligence and GSM
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hereby disclaims any liability to any party to loss or
by errors or emissions resulting from negligence, accident or any other cause. The data in this
PUBLISHER: Rick Costello damage caused by errors or omissions resulting from
publication should not be relied upon as the sole source of reference in relation to the subject
negligence, accident or any other cause. All rights
ART DIRECTION & PRODUCTION: matter. Data from the Wireless Intelligence database was extracted on 1 February 2010 and
reserved. No part of this publication may be reproduced, contains estimates from the Wireless Intelligence analysts where no data is published by the
Russell Smith, stored in any retrieval system or transmitted in any form respective mobile network operators at that time. The number of networks includes the number
EDITOR: Justin Springham IntuitiveDesign UK Ltd. electronic, mechanical, photocopying or otherwise without of operator networks live in the respective country at the end of Q4 2009 and excludes any
the prior permission of the publisher. regional splits of countries (eg. India). All data copyright (c) GSM Media LLC and Wireless
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Mobile World Congress in Barcelona - 15fev2010 - First Day

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MWC10 Daily DAY1.

qxd:DAY1 14/2/10 18:21 Page 1

ANALYST Q&A Q3 MARKET REVIEW

COVERING THE MOBILE WORLD CONGRESS 2010

MONDAY 15TH FEBRUARY

N vendor Samsung last

MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com Monday 15th February 1

THE QTEL GROUP IS NOW

Our vision is to be among the world’s top 20 telecommunications companies by 2020.

Come join us at Qtel Pavilion in Zone 3 (Z3.4)

Huawei strengthens available in the third quarter.

Android offering vendor will showcase another

4 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

A gearing up for a busy

R city of Saudi Arabia, will

MusicStation renewed focus on innovation

arrives on Android will loosen Apple’s stranglehold

6 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

espite the technical and

O2 Germany questions LTE timing as it continues turnaround

T Germany has expressed

MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com Monday 15th February 7

ZTE chases ST-Ericsson preps LTE

AVING SEEN THE

H success gained by other

KDDI, SoftBank and EMobile

10 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

ip.access sees Voda mass-market deployment. In

as femtocell catalyst UK’s decision last month to

F ip.access believes Vodafone’s

Contactless trial can pay for purchases by

C ACROSS the mobile and

for Mobile devices •

MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com Monday 15th February 11

NEC wins in femtos, chases clouds Q&A r

for 2012 ‘mobile’

3) What unique benefits does an application offer an advertiser?

M (pictured) will outline

Skype strikes alliance with such a high-profile

deals with Verizon Skype’s acceptance among

president and chief marketing

12 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

NEWS IN BRIEF... r Canada to “Multiple operating systems,

14 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

Come and see why our IP wireless backhaul solutions are

Hall 2, Booth #2F27, or visit us at www.aviatnetworks.com

MOBILE DATA GROWTH | BRIDGEWATER SYSTEMS

• Time-based: Telecom Italia Mobile has successfully deployed time-based

P ant colonies can service as

• Bandwidth usage and application specific: Next generation policy control

• Quality of service models: Guaranteed QoS comes at a cost to operators,

• Ad-funded solutions: Mobile advertising is beginning to emerge as a revenue

• Mobile commerce driven: Japan offers insight into a commerce-driven mobile

16 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

MOBILE MESSAGING | SYNIVERSE TECHNOLOGIES

18 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

FEATURE | MOBILE LIFESTYLE – GSMA

Earning a Living from

R already exists on the fixed-line

20 Monday 15th February MOBILE WORLD CONGRESS DAILY 2010 | www.mobileworldcongress.com

VISIT AMDOCS AT HALL 8, BOOTH 101

Amdocs is dedicated to helping service providers