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INSTITUTO SUPERIOR TÉCNICO M. Sc in Engineering and Management of Technology. Pedro Pinheiro TMN October 19 th , 2001. Agenda. The Mobile Business of Group Portugal Telecom Mobile Telecommunications in Portugal: a market near saturation TMN’s strategy for the new economy: myTMN

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slide1

INSTITUTO SUPERIOR TÉCNICO

M. Sc in Engineering and Management of Technology

Pedro Pinheiro

TMN

October 19th, 2001

slide2

Agenda

  • The Mobile Business of Group Portugal Telecom
  • Mobile Telecommunications in Portugal: a market near saturation
  • TMN’s strategy for the new economy: myTMN
  • Challenges to mobile operators imposed by the new economy
slide3

PT Móveis

9,6 million clients (1H2001)

Móveis

CRT Celular

41,2%

83%

7,3%

30,5%

66,4%

100%

Brasil

Brasil

Brasil

Portugal

Marrocos

Botswana

Paraná e

Santa Catarina

Rio Grande

Sao Paulo

Do Sul

# 1

# 1

# 2

# 1

# 2

# 1

Market share

Market share

Market share

Market share

Market share

Market share

50%

64%

29%

76%

33%

65%

slide4

Clear Leadership in Portugal

TMN

Market leader in Portugal

Clients: 3.5 Million (October 2001)

Market share: 49% (Source: Marktest)

Mimo: Pre-paid card with the highest brand awareness

Best Company of the Year 1998, 1999, 2000 (Diários de Notícias)

9th in the Best Companies to Work For 2000 (Exame)

(highest ranking among Portuguese companies)

Telecommunications Company of the Year 2000 (Exame)

TMN’s Milestones

3/1991: Birth of TMN

9/1995: Launch of MIMO (1st pre-paid mobile service in the world)

5/1998: 1 Million clients

11/1999: 2 Million clients

3/2000: WAP launch

11/2000: GPRS launch (1st in Portugal)

12/2000: UMTS License

3/2001: 3 Million clients

10/2001: 3.5 Million clients

slide5

Leadership in Brazil

Telesp Celular (são Paulo)

Largest mobile operator in South America

Clients: 5 Millions (October 2001)

Market Share: 64%

Penetration rate SP: 21% (15% Brazil)

WAP clients: 1,4 millions (30%)

Global Telecom (Paraná, Stª Catarina)

Clients: 628 thousand

Market share: 29%

First operator to launch WAP in Brazil

Telesp Celular and Global Telecom reach a population

above 51 million people and 45% of Brazilian's GDP

slide6

Joint Venture PT/Telefonica in Brasil

Current Presence PT- Telefonica

Joint Venture

Largest operator in South America

More than 9.3 million clients, representing 42% of the total Brazilian mobile market

Market potential of 94 million people, representing 72% of Brazil’s GDP

Opportunities to create value based on synergies

Significant savings and risk reduction regarding auctions for new licenses

Joint management between PT and Telefonica, being all important decisions taken in agreement. Each shareholder detains 50% of the JV.

CEO appointed by PT and CFO appointed by TEF

Teleleste

(Bahía e Sergipe)

TeleSudeste

Rio J.e E.Santo

Telesp Celular

São Paulo

Global Telecom

Paraná e

Santa Catarina

CRT Celular

Rio Grande do Sul

slide7

Agenda

  • The Mobile Business of Group Portugal Telecom
  • Mobile Telecommunications in Portugal: a market near saturation
  • TMN’s strategy for the new economy: myTMN
  • Challenges to mobile operators imposed by the new economy
slide8

Penetration Rate in Portugal

More mobile than fixed line phones

Source: ICP

slide9

Mobile Penetration Rate in Portugal

It’s getting harder to grow more...

Source: Marktest, June 2001

slide10

Mobile Penetration Rate in Europe

Portugal has one of the highest penetration rates in Europe

Portugal: 7.2 Million Clients

Source: ICP, June 2001

slide11

Market Share

TMN is the clear leader in Portugal

Base(000): Owners/users of a mobile phone

Source: Marktest, June 2001

slide12

Mobile Phone Acquisition Plans

A market near saturation

Base (000): People that do not own/use a mobile phone

Source: Marktest, June 2001

slide13

Type of Current Contract

Less and less ownership of the client

Base(000): Owners/users of a mobile phone

Source: Marktest, June 2001

slide14

Type of Future Contract

Less and less ownership of the client

Base (000): Potential owners/users of a mobile phone

slide15

Profile of the Future Mobile User

Only the low end of the market is still up for grabs…

Base (000): Potential owners/users of a mobile phone

Source: Marktest, June 2001

slide16

New Focus for Operators

Operators don’t want to be just pipes

High penetration

rates

Voice and access are becoming commodities (low prices and margins)

Stabilization of

Market shares

Pressure on growth rates and ARPU

Broaden the offer to more profitable services

Focus on growing ARPU and less on growing customer base

Migrate from being a capacity provider to a full-scale service provider

slide17

Agenda

  • The Mobile Business of Group Portugal Telecom
  • Mobile Telecommunications in Portugal: a market near saturation
  • TMN’s strategy for the new economy: myTMN
  • Challenges to mobile operators imposed by the new economy
slide18

TMN’s Strategy

Aggregate all value added/content based services

under a strong brand associated to TMN

Partner with the best content providers

Provide multi-channels (SMS, WAP, WEB, voice)

to access the same content

Focus on personalization/customization

Open access policy

Learn with the mistakes of Internet based business

models: make money is still the goal; grow in a

sustainable way

slide19

myTMN- WAP

Fora de Casa

1 Cinema

2 Cultura

3 Noite

4 Gastronomia

5 Viagens

Favoritos

Destaques

Gestão Pessoal

1 Easy Messaging

2 Microsoft Outlook

3 E-mail Sapo

4 E-mail TMNnet

Informação

1 Notícias

2 Desporto

3 Social

4 Economia

5 Trânsito

6 Tempo

7 Transportes

8 Listas Telef

9 Saúde

10 Serviços

Chat Mania

1 Chat City

2 Chat Brasil

Lazer

1 Melodias e Imagens

2 Jogos

3 Anedotas

4 Horóscopo

5 TV

6 Música e Livros

7 Curiosidades

Finanças

1 Bolsa

2 Bancos

3 Telemultibanco

4 Serviços

Aqui Perto

1 Farmácias

2 Postos GALP

3 Restaurantes

4 Bares

5 Discotecas

6 Clínicas

7 Galerias de Arte

8 Museus

TMN

Apoio myTMN

Apoio Clientes

TMN Online

Activ. Automát. Serv

Número Amarelo

Guia Telemóvel

SOS Telemóvel

Navegação

1 Portais

2 Directório de sites

3 Por palavra

4 Por endereço

Votações

slide20

myTMN- SMS

SMS PUSH (Mensageiro Confort)

SMS PULL (Mensageiro Expresso)

SMS PUSH (Mensageiro Confort)

  • INFORDESPORTO
    • Futebol: Golos, resultados, classificações, melhores marcadores, notícias, directos TV (I Liga, II Liga, Taça de Portugal, Competições europeias), Futebol internacional
    • Basquetebol: Resultados, classificações
    • Andebol: Resultados, classificações
    • Hóquei em Patins: Resultados, classificações
    • Futebol salão: Resultados, classificações
    • Golfe: Resultados, rankings
    • Ténis: Resultados, rankings
    • Automobilismo; Motociclismo
    • Totojogos
  • LANETRO
    • Música: concertos da semana; Teatro: estreias da semana; Cinema: estreias da semana; Arte: estreias da semana; Destaques do dia
  • SPACE VIAGENS
    • Cursos de inglês; estadias/autoférias; futebol europeu; golf; neve/promoções; pacotes de férias/promoções; sugestões de fim-de-semana; voos promoções
  • NEGÓCIOS
    • Notícias por palavra chave; Notícias por empresa PSI20; Notícias de última hora; Price Target acções; Sessão
  • SAPO
    • Câmbios; Destaques TV; Top 5 VoxPop; Estreias de cinema; espectáculos; previsão do Tempo; previsões da Maya; Mensagem dos Anjos; Provérbio do dia; Notícias jogos
  • DIÁRIO DIGITAL
    • Títulos Diário Digital; Títulos imprensa do dia; múltimédia; cultura; outros temas; Notícias muito urgentes
  • DINHEIRO DIGITAL
  • DESPORTO DIGITAL
    • Notícias principais clubes; Notícias futebol nacional; Notícias futebol internacional; Notícias motores; Notícias outras modalidades
  • SUPER ELITE
    • Notícias
  • TSF
    • Crise EUA

INFORDESPORTO

Futebol: Directos TV, resultados, classificações, melhores marcadores

Totojogos a pedido

TELEMULTIBANCO

Consultas; pagamentos de serviços; transferência entre contas; outras operações

BOLSA ON-LINE

Consultas; personalizar carteira de títulos; notificação de eventos (alarmes); recepção automática de informações;

slide21

myTMN- Voice

IVR (Voz Online)

TMN Notícias

Informações de última hora 24h por dia

Bolsa On-Line

Informações sobre índices e acções

Telemultibanco

Acesso a operações de Multibanco

InfoMadeira

Informações de interesse turístico, cultural, desportivo, de lazer e de carácter geral, sobre a ilha da Madeira

InfoAçores

Informações sobre o Arquipélago dos Açores

SOS Lar

Serviços domésticos de canalização, electricidade, desentupimentos, refrigeração, chaves e fechaduras, baby sitting, vidros, assistência médica, envio de flores, etc

22 Euro

Conversões de valores em Escudos para valores em Euros e vice-versa

22 Mar

Informações sobre as principais praias Portuguesas

slide25

myTMN

Total WAP cards- 460.000

% from total TMN cards- 14%

Daily mobile originated SMS- 2,2 M

% distinct SMS users- 50%

% data revenue from total TMN revenue- 7%

Most popular services- Amusement and Entertainment (Ring tones, icons, Chat, SMS Push)

slide26

Agenda

  • The Mobile Business of Group Portugal Telecom
  • Mobile Telecommunications in Portugal: a market near saturation
  • TMN’s strategy for the new economy: myTMN
  • Challenges to mobile operators imposed by the new economy
slide27

New challenges for mobile operators

  • Changes in corporate culture
    • More flexibility to react to a fast changing market, very competitive, difficult to predict and much less stable than voice
    • Migrate from a culture focused on selling cards and voice minutes to a full-scale service provider
    • Attract a different type of human resources
  • Changes in its core infrastructure and high investments requirements
    • More flexible billing systems
    • UMTS investments
  • New type of partners and business models
    • Depend on good content and applications
    • Manage non traditional partners
    • Share revenue with partners
  • Identify the right killer applications/ bet on the right services
  • Retain current customers is the highest priority
slide28

Moving Forward…

GPRS

UMTS

MMS

EMS

Bluetooth

Wi-Fi