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Presenter: Jesse Liu, VP Business  Development NeuStar, NGM

Presenter: Jesse Liu, VP Business  Development NeuStar, NGM. Our Customers. Presence Platform (PSP) Platform for Presence and GLMS OMA Compliant Presence and XDMS 2G, 2.5G, 3G and IMS-Ready Presence Infrastructure. Chat Solution Public Chat Service

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Presenter: Jesse Liu, VP Business  Development NeuStar, NGM

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  1. Presenter: Jesse Liu, VP Business  Development NeuStar, NGM

  2. Our Customers

  3. Presence Platform (PSP) • Platform for Presence and GLMS • OMA Compliant Presence and XDMS • 2G, 2.5G, 3G and IMS-Ready Presence Infrastructure Chat Solution • Public Chat Service • Includes NeuStar’s Presence Platform Instant Messaging Service Centre (IMSC) • End-to-end while label IM Service • Includes NeuStar’s Presence Platform • Mobilizing Internet IM communities • Mobilizing Enterprise IM Service Management Tools • Download and Configuration • Centralized KPI analysis • Campaign Management • Reporting IPI-ARM • Global MNP Solution • Compliant with ENUM standards • Provides mobile number resolution to operator and service Interconnect (ICP) • Interconnecting Service Providers • Internet messengers Connectivity • Enterprise systems connectivity • Standard protocol conversion NeuStar NGM Product Suite

  4. Inside the mobile IM ecosystem • Existing technologies • SMS, MMS, Email, Voice and IM on the PC • New technologies • All over IP. Mobile IM is the platform to carry all these services • Existing competitors to the operator • Internet IM providers • New competitors to the operator • Social networking providers • Customers • Want the Internet experience on the mobile phone • Partners • Advertising, gaming, content services

  5. Adding up the facts • Over 1.2B* active SMS users globally • Over 2.2B mobile subscribers • Over 0.5B* PC-based IM users globally • Up to 20%* of operators revenues are from SMS • Messaging delivered$63 billionrevenues to operators in 2006

  6. What do mobile users want? • Instant communications: real-time information and service access • Community: access to groups of people with similar interests • Presence information: are you there? how are you? • Internet: mobilising the Internet experience

  7. Who are mobile IM users? • The innovators: students + young professionals • Want richer communications • Access to personal communities on the move • Ability to multi-task: work/personal life balance • Access latest information • The early adopters: teenagers • Born into this “now” culture • Want fun stuff: emoticons • Share content: ring tones, pictures • The laggards: cool parents and tech-savvy older generation • Keep connected with their family • Working parents • Location services: know where your kids are

  8. Mobile IM: a richer communication • Heavy SMS users • Want to communicate with SMS users • Want easy to understand tariffing • Chat/Internet IM users • Want to migrate contact list into Mobile IM address book • Want to know who is online and available • Want to customise/personalise with backgrounds/emoticons • Dating services/social network users • Want to create detailed mobile IM profiles • Want to be able to alternate between identities • Want access to all of their social communities • Gaming users • Want the same gaming experience on the mobile phone • Want to see who is free to play and multi-play • Live information users • Want to choose what info-updates they receive convenient to them • Want to receive information when they are available

  9. What is the winning strategy? • Create the right business model • Own community + IP services (ISP IM and social networking services) • What is focus for operators strategy? • Controlling presence information + owning subscribers • What directly influences the strategy? • Size of market, subscribers and interconnection with other operators • So, what have we seen in the market? • Some operators launching own community services • Some operators launching Internet IM services • Some operators launching both • Winning strategy is? Launch own community IM service and provide access to other Internet communities and services

  10. The tools to launch mobile IM What: • Clients (unified or multi-headed), wide-spectrum of devices • IM server + presence platform • ISP messaging gateway • Multi-protocol operator interconnect gateway How: • IM can be deployed as a hosted service or within the network • Interfaces are standardised for seamless integration • Operators can fully customise and brand the service • Deployments within two months for quick time to market • Flexible business models / risk-sharing • Range of IM Clients for fixed and mobile platforms • IM ready devices available now

  11. We’re set for IM: but how to launch it? You must get these right! • Marketing • Packaging • Price • Bundling • Promotion (above/below-line) • Results • Supported Devices (pre-loaded, embedded & downloadable Clients) • Interoperability with SMS (SMS Continuity) • Interoperable with other communities/operators • Ease of use / Network optimisation, usage of CIR, Seamless access • Performance

  12. Turkcell Messenger

  13. About Turkcell • Leading GSM operator in Turkey with 31.8 million subscribers • Covers almost 100% of Turkey with over 12,000 base stations • International operator with operations in Ukraine, and via Fintur, in Azerbaijan, Kazakhstan, Georgia and Moldova. • Third largest mobile operator in Europe • Member of the Board and Executive Management Committee of the GSM Association since 2003 • The first and only Turkish company to be listed on the New York Stock Exchange and Istanbul Stock Exchange

  14. Turkcell’s View on Operator IM

  15. Handset roll out

  16. Viral Marketing Tactics

  17. Community

  18. Community

  19. Summary of operator benefits • IM message volume increases 6-10x over SMS • increased revenues even with message-volume price discounts compared to SMS • Does not cannibalize SMS revenues • grows revenues as the future of messaging • 30% of SMS cost = increased margins (SS7 vs. IP) • Is fully backwards compatible with legacy messaging (SMS, MMS) • High take rates (~25%) • Presence stimulates communications usage • 30% of IM sessions end in a phone call • Positions mobile as central to unified comms (mobile + Internet)

  20. The key to Mobile IM success • Interoperability • Networks • Clients + Devices • Servers • Interconnect • National • Operator Group • Global • NeuStar has already interconnected: • Vodafone Operators • Vodafone + Telefonica • Vodafone + MSN • 3 + MSN

  21. Mobile IM is the future! • One mobile identity: MSISDN • One seamless + rich user experience • Presence enabled address book is the main interface • Operator IM is the platform for all other IP services • Internet IM services • Social Networking • Information updates • Gaming • Advertising • Presence-enabled advertising • IP communications: VoIP, MMS, Email

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