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Wireless Idea

Wireless Idea. 15.383 Puerto Rico Lab Mateus Barros, Jian (Andre) Chen, Jill Sherman. Wireless Idea. t he company. t he environment. The challenge. Handset evolution Feature phones vs. smartphones Premium SMS as a billing mechanism for all phones Carrier capabilities Strategic drive

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Wireless Idea

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  1. Wireless Idea 15.383 Puerto Rico Lab Mateus Barros, Jian (Andre) Chen, Jill Sherman

  2. Wireless Idea the company the environment The challenge • Handset evolution • Feature phones vs. smartphones • Premium SMS as a billing mechanism for all phones • Carrier capabilities • Strategic drive • Capacity • Technology • Data Plans • User preferences • Text vs Rich Media • Cell vs Tablet vs PC • #1 LatAm Private MoblleEnt. Company • Leader in US Hispanic Market • Wide Distribution Network • 14 Markets • 40+ carrier connections • 4M customers by year-end • Create and own content • 15+ Core Products • 70+ Local Variations • Music, Gossip, Sexy Tips, Wallpaper, Ring tone • Sales slowed down • Customers becoming more sophisticated • Churn Rate increase • Text/Wallpaper • Products • KPIs per Customer • Average Revenue per User (ARPU) • Lifetime Value (LTV) • Customer Acquisition BUSINESS MODEL Monthly Subscription Customer Carrier 55% Wireless Idea 45%

  3. New Business Opportunities Scope Approach Mobile Advertising Products & Services Attractiveness of the Market Market Size, Growth and Trends Value Chain & Ecosystem Mobile Payment Competition Barriers to Entry

  4. Defining the Direction Market Size Competition Key Relationships Mobile Payments Mobile Advertising • Key relationships are hard to obtain (financial institutions) • A fragmented and crowded market with large, established players • All mobile payment methods already have dominant players • Underserved growth potential in LATAM • Limited competition in LATAM • Synergies with current business operations

  5. The Business Plan Market Analysis Business Model Competition Go-to-Market Financials & Organization • Limited market data on LATAM • Deciphering competition’s differing models • Distilling the strengths and weaknesses • Evaluating the resources and synergies within the company • Validating key assumptions Challenges Solutions • Established creative ways to gather and analyze information • Conducted industry expert interviews established through our network • Built a matrix to categorize the ecosystem helped visualize our position • Performed top management interviews and brainstorming sessions to create a Pilot • Data mining and endless research

  6. Key Contributions • Help the client understand the opportunity (industry, the value chain, and the economics of mobile advertising) • Convinced management to develop a business line in mobile advertising to regain growth • Deep analysis of a business plan, including 60 slides to present to the Board • Developed two pilots, including distinct objectives and clearly, defined success metrics • Designed financial targets, goals, and scenarios • Outlined the organization chart and scaled the operations to full employment

  7. Key Learning • Business Plan Development • Key points to articulate a successful new venture • Analytics Skills • Comparisons • Indirect methods to collect data • Interaction with Top Management • Learned their ways of thinking and decision-making processes

  8. Thank You

  9. The Pilot Phase 1 Phase 2 Phase 3 ROLL OUT FUNCTIONALITIES COMPETITIVENESS Day 0 Day 180 Day 90 LOCATION • Puerto Rico • Strategic location in LATAM • Latin America OBJECTIVES • Set-up the system – test main functionalities • Connection with publishersand advertisers • Reports – analytical features • Test the attractiveness of the solution – develop the sales pitch • Value proposition to publishers and advertisers • Feedback looping – adjustment of the solution with customers feedback • Scale the solution to all countries in Latin America • Focus on countries with higher population vs. potential to growth METRICS • 3 campaigns • xxx million impressions • US $xxxx of campaign budget • 4 campaigns • xxx millions impressions • US $xxxx of campaign budget • TBD TARGET MARGINS • No target • xx% • xx%

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