M-BUSINESS: FROM VISION TO REALITY

1. M-BUSINESS: FROM VISION TO REALITY Monday, 15 September 2014 Vilnius Daiva Vitkutė-Adžgauskienė Head of Product Management Division, Omnitel, Lithuania

2. Way back in1999 … • Popular saying: “If you are NOT IN E-BUSINESS, you are OUT OF BUSINESS” • Common belief: .COM or E- automatically means passport to getting millions

3. And then in 2000 … • Burst of INTERNET BUBBLE • Intense PESSIMISM instead of previous hype • Headings of the type “E-BUSINESS IS DEAD” all over

4. Finally, where is e-business now? • The majority of companies are using Internet/Intranet in some way • New services keep on emerging on the Net (Internet banking, vehicle tracking and monitoring systems, etc.) • E-business silently but firmly pushes itself into our life in the form a natural supplement to traditional business processes • You don’t have to shout about e-business anymore – IT IS JUST HERE

5. Long-term Trend E-business adoption landscape E-business trend

6. E-business: lessons learned • Computers becoming faster does not mean that building businesses can also be faster • E-business success lies in appropriate application of electronic channels to the business as the basis

7. How about MOBILE BUSINESS ?

8. In 2000 m-business was merely a VISION … • Just a feeling, that this could fly: • Mobile penetration growing much faster than that of Internet • Mobile phone – a personal service management tool available anytime anywhere • However, doubt and disbelief prevailing: • Disappointment in mobile phones as Internet access terminals (small screens, no graphics, low speed, etc.) • Global pessimism towards e-business • Weak service development

9. What is the situation now? • Phones improving, converging with PDAs • Majority of active citizens already mobile • Service providers learned how to overcome restrictions and leverage the advantages of mobile communications • Mobilephone is gradually becoming a personalized tool for using and managing services M-business has become a REALITY and is gradually progressing !

10. M-business: general impression • M-business develops along a smoothly rising long-term trend curve • M-business was from the beginning perceived as an additional channel to the general business process • People are ready to pay for m-business value proposition to deliver what people want when they want it

11. Variety of m-business application areas • M-commerce – fast transactions • Introduction of mobile channels to company internal processes • Mobile marketing • Mobile CRM $ $ $

12. Technology environment for m-business services • SMS messaging – most popular media • WAP – new expectations with GPRS • HTTP transactions over GPRS • Java applications for mobile devices • Web service architecture

13. Is this also true for M-BUSINESS DEVELOPMENT in the LITHUANIA?

14. LITHUANIA: favourable environment for m-business • Mobile penetration already over 40% (compared to 27% at the beginning of 2002) • Mobile penetration is significantly higher than that of Internet (21%) • Over 80% of businesses using mobile services • Usage of mobile data (SMS, GPRS, WAP) increases

15. SMS traffic compared to Europe predictions (Baskerville strategic report, Nov. 2001) Omnitel case: increasing SMS usage

16. Increasing number of public m-services • M-entertainment(logos, ringtones, mobile games) • M-info(yellow pages, stock exchange, accounting information) • M-office(mobile e-mail, reminders, group messaging) • M-payments(payments for parking, vending, tickets) • M-banking (all major banks in Lithuania offer SMS or WAP banking services) • M-self-services (info channel subscription, service configuration, etc.) • M-security (mobile car tracking, house security, etc.)

17. M-commerce in entertainment: ringtones and logos • Offered in Omnitel network since 1999 • Number of content providers and aggregators increasing - Jippi, One, Inpoc, Telejazz, … • About 10% of monthly SMS VAS traffic and increasing Mobile users willing to pay for entertainment !

18. “Who wants to be a millionaire?” Most successful SMS application in Omnitel history: • Launch of the SMS game on June 17th 2002 • Reached total 1 million message point on July 10th – in less than 1 month • According to surveys, 71% of players are driven by excitement not by prizes Good example of “kill the time”services potential” !

19. M-payment for parking: saving precious time No need to look for coins, easy to extend parking time – just send an SMS from where you are ! • Omnitel was first in Lithuania, 7th in the world to launch the service • Launch in Kaunas - March 27, 2002; in Vilnius - July 3, 2002 • Monthly growth rate - 1.5-2 times • Service management (inspector side) based on bar-code readers and GPRS Already about 7% of total parking payments collected via mobile channel in Lithuania

20. Mobile e-mail – managing your communications • E-mail communication have become part of our lives • Mobile technologies enabled e-mail access anywhere anytime (SMS, WAP over GPRS) • Mobile e-mail already is an important part of various m-business applications

21. MasterCard Third parties Third parties Third parties Third parties Operator acts as m-service aggregator Creation Aggregation Presentation S Customers E-/m- service supermarket offering!

22. Portal – the best way to enable e-/m- service supermarket • Joint OMNI Portal = traditional + mobile • information accessed via different channels: WEB, WAP, SMS, etc., • content personalization, • content generation by third party e-/m- services, • accounting and billing for usage via all channels OMNI portal provides access to a structured collection of e-services Infor- mation News Entertainment Tools Services Communities WWW.OMNI.LT WAP.OMNI.LT

23. Prerequisite – payment management infrastructure 3rd party services • Unified payment management for operator and third party services • Payment gateway as a router between services and banks • Projects with major Lithuanian banks OMNITEL services Vending machines Vertical portals Prepaid top-up Postpaid bills Entertainment E-commerce Infotainment E-commerce Parking Payment channels Payment gateway Payment WWW SMS WAP functionality Omnitel Bank Vilniaus Bank Payment channel billing Snoras Bank Hansa- LTB

24. M-business solutions in company environment Interest: over 1/3 of businesses adding mobile access services to their Intranets Examples of application areas: • Mobile sales force solutions • Mobile access to company info resources • Mobile logistics and fleet management solutions • Mobile marketing games

25. Sales force automation solutions • Fast order processing, continuously updated pricing information • Based on mobile access and data synchronization via GPRS enabled PDAs • Solutions enabled by partnership between mobile operators and IT companies • Whosalers as first users -Sanitex, Eugesta, etc.

26. Vehicle tracking and fleet management solutions • An example of m-solutions for a niche segment – logistics companies: • Vehicle tracking and remote control • Reporting and logistics management • “Seklys” and “Sateltrack” services offered by Omnitel • Combination of various technologies - GSM, GPS, GPRS, SMS

27. Mobile promotional games – a solution for m-marketing Advertising campaigns voice mail www e-mail wap SMS Company Registration database Registration data and statistics Consumer

28. Mobile promotional games – gaining speed • Overall over 50 games were implemented by Omnitel for wholesale and media companies in 2002: • Several examples: • Estrella promotional game, prepared for “Kraft Foods Lietuva”; • “Kalnapilis in Ice” promotional game prepared for Kalnapilis beer brewery; • Coca Cola promotional game, • SMS game for TV show on information technologies “NKTV” and others. • Monthly traffic of such games makes up more than 15% of the whole Omnitel SMS VAS traffic.

29. Having many possibilities already, can 3G offer more ?

30. It seems that 3G will not make any significant changes • With GPRS and MMS in place, m-business applications can already exploit multimedia advantages • 3G seems not to offer anything completely new for m-business, just faster speed • Observation: 3G adoption slow in Japan: • DoCoMo has only about 134000 FOMA subsribers, while the plans were to have 1.38 million subsribers by March 1, 2003

31. CONCLUSIONS • M-business today is already a REALITY. • With 2.5G and rapidly increasing mobile penetration we have everything that is necessary for m-business growth. • Success lies in: • rational evaluation of business opportunities, • development of adequate and convenient applications and services, • training the users to exploit all the possibilities offered by mobile technologies.