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Extending the Roaming footprint An analysis on Interstandard Roaming

Extending the Roaming footprint An analysis on Interstandard Roaming. Presented by Gustaaf van Ditzhuijzen 22 nd June 2006. Customer demands. Global Scale: People travelling is increasing, Technology independent: Travellers not want to be bothered with technology issues like GSM or CDMA.

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Extending the Roaming footprint An analysis on Interstandard Roaming

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  1. Extending the Roaming footprint An analysis on Interstandard Roaming Presented by Gustaaf van Ditzhuijzen 22nd June 2006

  2. Customer demands • Global Scale: • People travelling is increasing, • Technology independent: • Travellers not want to be bothered with technology issues like GSM or CDMA. • Simple price plans: • Flat rates per zone are very much appreciated • Data devices: • Increased use of data devices like PDA, Blackberry’s and PC cards CDG-IRT meeting - Marketing Working Group

  3. Roaming footprint • CDMA • North America • South America (excl. Bolivia and Paraguay) • Caribbean (limited) • Middle East (Israel only) • Asia (mainly China, Korea, Hong Kong, Thailand, New Zealand, Taiwan and India) • GSM • Truly global CDG-IRT meeting - Marketing Working Group

  4. Size and growth of CDMA market *) estimates Source: CDG Source: CDG CDG-IRT meeting - Marketing Working Group

  5. 83% of CDMA subscribers has today potentially access to GSM roaming Source: CDG/Vodafone CDG-IRT meeting - Marketing Working Group

  6. Important conclusions • Roaming can be marketed with a real worldwide footprint • Majority of CDMA subscribers do already have access to this worldwide footprint being GSM. • The message is: Use the right marketing instruments to address the 83% of the market Main obstacle: Handsets CDG-IRT meeting - Marketing Working Group

  7. Market size by revenues up to USD 2.5 billion a year CDG-IRT meeting - Marketing Working Group

  8. Marketing instruments • Market segmentation • International business traveler (Corporates, SME, individuals) • Occasional international traveler (vacationers, family, expatriates) • Distribution • Online • Regular telecom shops (at least the right information) • Airport shops (departure and arrival) • Handset (buy or rent) – Single mode GSM or Dual mode GSM/CDMA • Promotions/Communication • International events • Airlines/Travel agencies • Advertisement in special interest media / leaflets in shops • Pricing model • Rates per logical cluster of countries • Same rates for CDMA and GSM roaming CDG-IRT meeting - Marketing Working Group

  9. Distribution improvement Remote connections process • Offer late sign-on procedure on airports when leaving • Make distribution agreement with rental shops on the airport of arrival (e.g. Europe) • Distribution points can rent out GSM handsets, provide SIM card and send email/fax with customer data to CDMA carrier Improve in-shop information provisioning • Inform sales people clearly about the international proposition • Show interested customers the right process to get connected CDG-IRT meeting - Marketing Working Group

  10. Promotions/Communication Large international events • Set up special promotion plan • Communicate actively in dedicated media Airlines/Travel agencies/International Business Clubs • Use ticket inserts to promote roaming possibility during holiday season and large international events • Communicate through International Business Clubs Direct communication • Corporates and SME • Special price plan for large Corporates CDG-IRT meeting - Marketing Working Group

  11. Effect of promotion • Promotion was valid from 9 June – 9 July • Only valid on GSM network Vodafone Germany • 50% discount for calls/SMS in Germany and back home CDG-IRT meeting - Marketing Working Group

  12. Handsets for GSM roaming Dual mode handsets • Advantages: • single phone for CDMA and GSM • Disadvantages: • Additional investment while CDMA handset already available • Expensive (USD 400-600) • No roaming on GSM 850/1900 (South America) • No W-CDMA Single Mode GSM handsets • Advantages: • Wide choice of handsets preferably similar to the existing CDMA handset • Handset may include GSM 850 and/or GSM 1900 for South America • Handset may include W-CDMA for Japan/Korea and for high speed data (3G) • Same price as single mode CDMA handset • Disadvantages: • Two handsets CDG-IRT meeting - Marketing Working Group

  13. Motorola RAZR RAZR V3c CDMA – EVDO/1x RAZR V3 or V3i GSM/GPRS/EDGE quad band CDG-IRT meeting - Marketing Working Group

  14. Thank you.Gustaaf L.G. van DitzhuijzenInternational Marketing ManagerVodafone NetherlandsTel:     +31 (0)654670803Fax:    +31 (0)433558991E-mail: Gustaaf.vanDitzhuijzen@vodafone.comWeb:    www.vodafone.nl

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