Microsoft Mobile Service Platform Empowering The Agile Service Provider

1. Microsoft Mobile Service PlatformEmpowering The Agile Service Provider Ronald Chan Business Development Manager Network Service Providers Microsoft Greater China Region

2. Agility is the Critical Success Metric The Reality of ChangeBusiness Success is a Moving Target Customer Expectations Technology Competition Grow Market Share Reduce Operational Costs Increase ARPU Launch New Services Leverage New Channels Extend Existing Assets Reduce Debt Burden Globalization Marketplace Regulation/ Deregulation Macroeconomics

3. The old business model Customer Handset vendor Subscription / access fee / service charge Handset subsidies Bulk handset purchase Mobile operator

4. Things just got a whole lot more complicated Customer Terminal vendor Application hoster/ 3rd-party portal And/or revenue sharing Subscription / access fee / service charge Other Incentives /rebat Smaller order for each type/model Pays for hosting/ portal service Site fee Mobile operator Content provider Bank/financial service provider Site fee Transaction fee sharing And/or revenue sharing Transaction royalty Site fee Pays for hosting/ portal service Site fee Advertiser Retailer, m-commerce merchant Enterprise Mobile Intranet Portal

5. Key Success factors • Availability and support of Different Devices • An ecosystem for application development • Widely accessible portal service that can enable all applications UMTS Forum 2001 Report No. 16

6. Microsoft .Net Vision To empower our customers through great software, anytime, anywhere, and on any devices

7. Microsoft .NET

8. Integrated Experiences Integrated Tools Integrated Services Integrated Platform The Agile Service Delivery Platform

9. Developer Tools Automated Operations OSS/BSS & Line of Business Systems Existing Systems Web Services-Based Network/Data Center Infrastructure Exposing The Infrastructure Web Services Operating Environment Integrated Third Party Web Services Third party Operated Services Digital Communications Services Digital Media Services Digital Business Services Existing Services

10. Requirements / Design Goals • Extensible Business Model • Access to comprehensive innovative consumer content from 3rd party • Hosting platform for MVNO, large enterprise • Integrated billing and charging • Separate payment processor, which is capable of supporting prepaid, post-paid credit card payments • Proven 3G rating engine, which is capable of supporting real-time rating as well as defining rating tariffs for each event type • Effective ICP management • Work-flow driven approach for application registration, submission, verification • Built-in EAI for streamlined business process, process status monitoring • Application certification (similar to Windows logo) • Latest Technology • XML web services • xHTML Mobile/Web Browser • High performance streaming engine which optimize bandwidth • High performance, availability, scalability, manageability

11. Content management Billing support Notification Location based service Personalization Device management Catalog and subscription management Subscriber profile management Security, audit Digital Dashboard, Datawarehouse Enabling technology

12. PCs and Smart Devices Solution Architecture Services Creation Environment Windows developers, Visual tools developers, XML web service development Network Infrastructure Portal Access Services (Device management, AAA, Single Sign-on) Continuously Availability, Scalability & Manageablity Integrated OSS/BSS Agility, time-to-market, Customer satisifaction Application and 3rd party web services Enterprise Applications, Consumer contents Enabling Technology and application servers Flexible billing and subscription model, Application hosting for Enterprise, plug-n-play 3rd applications

13. Times of Change Create Opportunity • Opportunity for new leaders • Opportunity to redefine markets Microsoft’s Commitment Empower service providers to win leadership in new markets and unparalleled profitability . . . Through Agility

14. Thank You