Transcript UMTS Roll-out bei Quam - IfKom e.V.: Startseite IfKom

UMTS Roll-out bei Quam:
„Die spanisch-finnische Antwort auf den
Wettbewerb“
March 2002
Content
Company background
Key achievements so far
Group 3G objectives
The road to mobile broadband
2
Group 3G | Dr. Sven Quassowski  08.07.2015
Company background
3
Group 3G | Dr. Sven Quassowski  08.07.2015
Telefónica Móviles and Sonera founded Group 3G to
shape the future of mobile broadband in Germany
_Knowledge and innovation transfer
42,8%
_ Financial backing
_ Cooperation in areas such as
_ Branding
_ P&S development
_ Network & IT platforms
_ Purchasing
57,2%
4
Group 3G | Dr. Sven Quassowski  08.07.2015
Support in fundamental areas provide
a platform for growth
Both shareholders are strong industry players with
international footprint
Global presence
Presence in 49 countries
Mobile market
share home market
56 percent
61 percent
Mobile customers
worldwide
32 million(1)
15 million(3)
Total customers
worldwide
78 million(2)
17 million(3)
40 percent
52 percent
EBITDA margin
mobile (Q4/01)
UMTS licenses
Key contribution
to Group 3G
(1)
(2)
5
Presence in 19 countries
Spain, Germany, Italy,
Austria, Switzerland
Finland, Germany,
Italy, Spain
Global stature, operational excellence, Innovation and advanced
financial strength
technologies
Managed subscriptions EoP 01
Mobile, wireline and Internet customers EoP 01; (3) Managed subscriptions EoP 2001
Group 3G | Dr. Sven Quassowski  08.07.2015
Key achivements so far
6
Group 3G | Dr. Sven Quassowski  08.07.2015
Market entry and organisational ramp-up have been
achieved in record time
Acquisition of
UMTS license
Aug
00
Jan
01
Appointment
of CEO
7
Establishment of headquarter in Munich
April
01
May
01
Signing of national
roaming agreement
Group 3G | Dr. Sven Quassowski  08.07.2015
Management team
on board
June
01
July
01
Signing of infrastructure
sharing agreement
Aug
01
Oct
01
Signing of intercon- Quam brand launch
nection agreement 1st UMTS test call
Nov
15
Commercial
launch
Feb
02
Aided brand
Awareness of 80%
Group 3 G’s achievements
Number of customers
– Customer base of 75.000 (mid of March)
Billing of customers
– First invoices sent to customers (mid of January)
– Less than 1% queries
Number of employees
– Almost 900 (mid of March)
8
Group 3G | Dr. Sven Quassowski  08.07.2015
Quam’s product portfolio builds a world around the
customer. „Your world of possibilities“
Life Management
Work
- Mobile Email
- Fleet management
- Mobile advertising
- Unified messaging
- Conference call
“Me”
Quam
Customer
Friends & Family
- Voice
- SMS
- Multimedia Messaging Service (MMS)
- Location based services
9
Group 3G | Dr. Sven Quassowski  08.07.2015
-News
-Directories
-M-Payments
-M-Commerce
-Telematics
Leisure
- Games, Comedy, Music
- City Guide
- Communities
- Chat
Quam’s tariff system is straightforward and tailored to
customers’ priorities
The simple logic behind the tariff system is to offer affordable rates for all user
groups and the best possible rates for individual communication needs along
three principles
10
One rate to all networks
Simplicity
No additional monthly fee for data services (e.g. HSCSD, GPRS)
Flexibility
Choice of user options
according to calling patterns
Group 3G | Dr. Sven Quassowski  08.07.2015
Connect, Nov. 29, 2001; FAZ, Nov. 26, 2001
Transparency
Group 3G objectives
11
Group 3G | Dr. Sven Quassowski  08.07.2015
Group 3 G’s targets are ambitious
Group 3G will be one of the leading providers of mobile
broadband services in Germany
Group 3G‘s business case is based on mobile broadband
communication
12
Group 3G | Dr. Sven Quassowski  08.07.2015
With strong competition and customer growth driven
by churn market challenges are considerable
Market growth split into new customers and churn in Germany
(1996 – 2004E)
Subscribers
(M)
35
100%
90%
30
5,9
73%
76%
78%
80%
68%
25
70%
59%
20
60%
12,0
50%
14,2
15
3,5
29%
15,2
40%
24,8
30%
10
15,7
2,1
20%
17%
5
0
New customers
Churn
1,4
1,4
9,6
1,7
2,8
1996
1997
1998
Market Penetration
Source: RegTP; Group 3G estimations
13
8,0
5,6
Group 3G | Dr. Sven Quassowski  08.07.2015
10%
3,8
1999
2000
2001
2002E
2,2
2003E
1,4
2004E
0%
Nowadays customer selection criterias for a mobile operator
in Germany
price
Importance of criteria
International coverage
(roaming)
Capacity
inexpensive resp. cost
free basic fee
transparent
Price
tariff structure
Network
fair tariffs in
inexpensive SMS
general
services
National coverage
availability of
hotline
friends are using
the same
provider
Friends &
Family
image of provider
friendliness of hotline
receptionist
Service
punctuality of
invoice
Mobile Number Portability
attractiveness of mobile phone
which belongs to package
easy handling of mobile
phone navigation
Product
Characteristics
flexible term of contract
14
Group 3G | Dr. Sven Quassowski  08.07.2015
The road to mobile broadband
15
Group 3G | Dr. Sven Quassowski  08.07.2015
To be well positioned in the 3G market Group 3G opted
for an early entry
Advantages of early
entry
Market entry options
Customer
base
_ Build brand, generate awareness
_ Build market position
independent of technology
- Distribution channels
MNO(2)
- Transferable customer
base
MVNO(1)
- Partner network in service
and application offering
MNO(2)
_ Gather market experience
2G/2.5G
(1)
(2)
16
3G
ramp-up
Mobile virtual network operator
Mobile network operator
Group 3G | Dr. Sven Quassowski  08.07.2015
3G mass
market
_ Generate revenues
Basic Assumptions for Group 3G‘s UMTS roll-out
_Start of the commercial offer

_In 2003 (depends on the appropriate number of easy-to-use terminals)
_Infrastructure sharing

_40% savings caused by infrastructure sharing with e-plus
_Quality of service
_Packet-switched downlink (network to device) - 128 to 384 kbps (best effort)
_Packet-switched uplink (device to network) - 128 kbps (best effort)

17
_Circuit-switched uplink (device to network) - 64 kbps (guaranteed)
Group 3G | Dr. Sven Quassowski  08.07.2015
Mobile broadband will change your every day life
Location-based Services
_Telematics
_City guide
_Restaurant finder
_ATM finder
_Weather information
_Pharmacy finder
18
Group 3G | Dr. Sven Quassowski  08.07.2015
Multi Media Messaging Service
_Send and receive
pictures
_Short streaming
sequences
_Device to Email/Email
to Device
Mobile Music & Games
_Download of music
_Playing games over
the mobile network
_Download of new
games
Quam’s multi access portal offers unique experience of
digital services tapping a vast pool of content partners
Content Partners
Applications & Interfaces
News & Finance
Web
Entertainment
Multi Access Portal
Platform
WAP
SMS
Voice
Lifestyle
Sports
Music
19
Group 3G | Dr. Sven Quassowski  08.07.2015
„Integrated content,
commerce and
community offer“
PDA
Thank you