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Celltick Technologies. Interactive Broadcast - a real solution to a real operator’s need. Ran Wellingstein RW@Celltick.com. Outline. Celltick Technology and applications Operator’s trial Objectives Results Conclusions Commercial potential Business case. Company Profile.

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Presentation Transcript
slide1

Celltick Technologies

Interactive Broadcast - a real solutionto a real operator’s need

Ran Wellingstein

RW@Celltick.com

outline
Outline
  • Celltick
    • Technology and applications
  • Operator’s trial
    • Objectives
    • Results
    • Conclusions
  • Commercial potential
    • Business case
slide3

Company Profile

  • Founded March 2000
  • HQ in Israel, offices in Europe (UK & Denmark) and APAC
  • Publicized installations
    • BT Cellnet, Orange IL
  • Active in standardization bodies
key partners
Key Partners

Content Providers

Handsets & Infrastructure

Integrators / Resellers

  • SIM Vendors
operators focus on content and value added services
Operators focus on content and value added services

VAS are expected to be the industry’s growth engine

how to promote vas usage

More Services !!!

How to promote VAS usage ?

Content and Value Added

Services Manager

more services

JOB SE

JOB B

JOB G

JOB W

JOB P

JOB SEC

JOB M

JOB CS

JOB D

JOB

DEAL PH

DEAL PTA

DEAL PJ

DEAL PB

DEAL RH

DEAL RTA

DEAL RJ

DEAL RB

DEAL CH

DEAL CTA

DEAL CJ

DEAL CB

DEAL

MILGA H

MILGA U

MILGA C

MILGA OL

MILGA P

MILGA

EVENTS

TYPE H

TYPE TA

TYPE J

TARGUM H

TARGUM TA

TARGUM J

More Services ! ?

BHOT

BPARTY

BGUEST_DJה רפסמ

BDJ

BFIRST_רמז רפסמ

BONTOP

BTIP

BVOTE

BIN

BCLOSE

BU99FM

Horoscope

GDI

DLI

DAGIM

TALE

SHOR

TEOMIM

SARTAN

ARIE

BETULA

MOZNAIM

AKRAB

KASHAT

ATRAFHOT

ATRAFTA

ATRAFJ

ATRAFN

ATRAFS

FILM

TV1

TV2

TV3

TV4

TV5

TV6

TV8

YES1

YES2

YES3

YESP

YTV

E P

E S

E TALK

WTTA

WTHA

WTJE

WTEI

WTJA

WTAU

WTFE

WTCH

WTUK

WTSC

WTEU1

WTEU2

WTUS1

WTUS2

SKI

SKII

SKIA

SKIS

SKIF

WTBS

RATE

RATE US

B

B W

MDD

MDD P

MDD US

MDD EU

MDD AS

TIK

Youngsters

Business

SPORT

TOTO

NBA

SAL

GOL

GOL W

SHABAT

LOTO

BILL

NEW

Weather

BONOP

BONOR

BONOTA

BONOTA_( 1,2,3,4 )

BONON_1

BONON_2

BONON_3

BONON_L

BONOPO

Entertainment

Sports

NEWS

NEWS W

NIN

ISRAEL

There are so many of themand usage is still very thin

Content and Value Added

Services Manager

News

Students

vas usage barriers why doesn t everybody use them

Cost of Education

  • Takes a huge amount of money and timeto educate customers how to use services
VAS Usage BarriersWhy doesn’t everybody use them ?
  • Fact: Most content and value added services revenues do not cover promotion expenses
vas usage barriers why doesn t everybody use them9

Services usually take large number of key strokes

  • Every key-stroke reduces the use by 50%
VAS Usage BarriersWhy doesn’t everybody use them ?
  • User interface is cumbersome
  • Icon [by SMS] - 12 clicks
  • Horoscope [by SMS] – 15 clicks
  • Horoscope [WAP] – 6 clicks and 3 min navigation
vas usage barriers why doesn t everybody use them10

Users need to take initiative

  • Consumers like to stay as passive as possible
VAS Usage BarriersWhy doesn’t everybody use them ?
  • The highest barrier of all – very few services justify the hassle in getting them…
vas usage barriers how many will cross these barriers

Cost of Education

  • Takes a huge amount of money and timeto educate customers how to use services
  • Services usually take large number of key strokes
  • Every key-stroke reduces the use by 50%
  • Users need to take initiative
  • Consumers like to stay as passive as possible
VAS Usage BarriersHow many will cross these barriers ?
vas business is thin due to usage barriers

15-18% use data

services

VAS business is thindue to usage barriers

Masses use

voice onlyand MO SMS

vas usage barriers why doesn t everybody use them14

Cost of Education

  • Takes a huge amount of money and timeto educate customers how to use services
  • Services usually take large number of key strokes
  • Every key-stroke reduces the use by 50%
  • Users need to take initiative
  • Consumers like to stay as passive as possible
VAS Usage BarriersWhy doesn’t everybody use them ?

On-screen interactive channel

Only 2 Clicks

Reaction

vas usage barriers celltick removes them
VAS Usage BarriersCelltick removes them !

On-screen interactive channel

enabling VAS consumption by Only 2 Clicks

Reaction

slide16

How does it work ?

Interactive Broadcast Technology - enable VAS consumption in only2 CLICKS REACTION

slide17

User Experience(1) Stimulate the User

  • Continuous
  • Automatic
  • No activation
  • No Configuration
  • No annoying beeps
  • No menu navigation
  • No memory management
  • Real time
  • Location based

Orange

offers you more…

Get it now!

100 tickets left

for Bayern München-FC Köln at 20:00

The National Trivia Game is about to start.

Click now 2 Join

Every evening on this screen

18:00 Horoscope

19:00 VIP News

Local Temperature

-8°C but rain could set in later. Get prepared…

Streaming Content…

slide18

User Experience(1) Stimulate the user(2) Generate Revenues

2nd click…

Generates VAS usage

Call booking agent

WAP the full story

Get Bayern Logo

Place your bet

Tell a friend

100 tickets left

for Bayern München-FC Köln at 20:00

2nd click initiates a call to number embedded in message

2nd click launches browser at embedded WML address

2nd click launches browser at embedded WAP address

2nd click prompts the user to enter a destination number, for forwarding the message (viral effect)

2nd click sends SMS ‘bayern icon’ to server. Server sends back bayern icon

First click…

Menu opens immediately

No need to know, remember or enter service parameters

icons

Hottest Icons !

Get them now !!!

Scooter

Bomb

Scorpion

Next Message

SMS icon_bomb to #999

Icons
ringtones

Sex and the City

The coolestringtone in town !

Download now !

Next Message

Download now !

SMS ring_1115 to #999

Ringtones
live polls

Yes

No

Next Message

SMS poll15_n to server

58% thought thatthe UK should usethe Euro.

Thanks for your

participation

Live Polls

Should the UK give up the British pound and go for

the Euro?

voice services

Next Message

Play Now !

Call *975to service IVR

Heavy rains areexpected tomorrow.

Get prepared

Next Message

Listen to forecast

Call *567to weather IVR

Voice Services

Who wants to be amillionaire ?

Play now and win

A million !

slide23
MMS

A message is broadcast;appears on the handset’s screen.

Can’t get enough of Madonna?

Hottest Icons !

Get them now !!!

slide24
MMS

Next Message

VideoAudioPics

Next Message

Hottest Icons !

Get them now !!!

slide25
MMS

Next MessageVideoAudioPics

Hottest Icons !

Get them now !!!

Audio

slide26
MMS

MMS Request Sent

slide27
MMS

MMS Received

Open it ?

slide28
MMS

Next MessageVideoAudioPics

Hottest Icons !

Get them now !!!

Pictures

slide29
MMS

MMS Request Sent

slide30
MMS

MMS Received

Open it ?

slide31
MMS

Can’t get enough of Madonna?

Hottest Icons !

Get them now !!!

easy deployment on operators network

Content Management

and Streaming

Server

BSC

Easy deployment on operators’ network

Reaction generates regular interactive Voice/SMS/WAP (paid service)

MediaManagerr

SMSC

c

c

c

STK application handles display and user reaction

WAP Gateway

GSM Gateway/CBC

GSM/GPRS Network

Teasers over broadcast channel (free of charge)

celltick boosts usage of new and existing services
Celltick boosts usage of new and existing services

Short term revenues !

Content and Value Added

Services Manager

the need and the solution
The Need and the Solution
  • Our customer: The content and value added services manager
  • The need: Tons of money were invested in creating and promoting different VAS, but still VAS don’t deliver the business expected
  • Our solution: By removing the barriers of usage Celltick can generate the thought business from content and value added services