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Presenter: Jesse Liu, VP Business Development NeuStar, NGM. Our Customers. Presence Platform (PSP) Platform for Presence and GLMS OMA Compliant Presence and XDMS 2G, 2.5G, 3G and IMS-Ready Presence Infrastructure. Chat Solution Public Chat Service
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Presence Platform (PSP) • Platform for Presence and GLMS • OMA Compliant Presence and XDMS • 2G, 2.5G, 3G and IMS-Ready Presence Infrastructure Chat Solution • Public Chat Service • Includes NeuStar’s Presence Platform Instant Messaging Service Centre (IMSC) • End-to-end while label IM Service • Includes NeuStar’s Presence Platform • Mobilizing Internet IM communities • Mobilizing Enterprise IM Service Management Tools • Download and Configuration • Centralized KPI analysis • Campaign Management • Reporting IPI-ARM • Global MNP Solution • Compliant with ENUM standards • Provides mobile number resolution to operator and service Interconnect (ICP) • Interconnecting Service Providers • Internet messengers Connectivity • Enterprise systems connectivity • Standard protocol conversion NeuStar NGM Product Suite
Inside the mobile IM ecosystem • Existing technologies • SMS, MMS, Email, Voice and IM on the PC • New technologies • All over IP. Mobile IM is the platform to carry all these services • Existing competitors to the operator • Internet IM providers • New competitors to the operator • Social networking providers • Customers • Want the Internet experience on the mobile phone • Partners • Advertising, gaming, content services
Adding up the facts • Over 1.2B* active SMS users globally • Over 2.2B mobile subscribers • Over 0.5B* PC-based IM users globally • Up to 20%* of operators revenues are from SMS • Messaging delivered$63 billionrevenues to operators in 2006
What do mobile users want? • Instant communications: real-time information and service access • Community: access to groups of people with similar interests • Presence information: are you there? how are you? • Internet: mobilising the Internet experience
Who are mobile IM users? • The innovators: students + young professionals • Want richer communications • Access to personal communities on the move • Ability to multi-task: work/personal life balance • Access latest information • The early adopters: teenagers • Born into this “now” culture • Want fun stuff: emoticons • Share content: ring tones, pictures • The laggards: cool parents and tech-savvy older generation • Keep connected with their family • Working parents • Location services: know where your kids are
Mobile IM: a richer communication • Heavy SMS users • Want to communicate with SMS users • Want easy to understand tariffing • Chat/Internet IM users • Want to migrate contact list into Mobile IM address book • Want to know who is online and available • Want to customise/personalise with backgrounds/emoticons • Dating services/social network users • Want to create detailed mobile IM profiles • Want to be able to alternate between identities • Want access to all of their social communities • Gaming users • Want the same gaming experience on the mobile phone • Want to see who is free to play and multi-play • Live information users • Want to choose what info-updates they receive convenient to them • Want to receive information when they are available
What is the winning strategy? • Create the right business model • Own community + IP services (ISP IM and social networking services) • What is focus for operators strategy? • Controlling presence information + owning subscribers • What directly influences the strategy? • Size of market, subscribers and interconnection with other operators • So, what have we seen in the market? • Some operators launching own community services • Some operators launching Internet IM services • Some operators launching both • Winning strategy is? Launch own community IM service and provide access to other Internet communities and services
The tools to launch mobile IM What: • Clients (unified or multi-headed), wide-spectrum of devices • IM server + presence platform • ISP messaging gateway • Multi-protocol operator interconnect gateway How: • IM can be deployed as a hosted service or within the network • Interfaces are standardised for seamless integration • Operators can fully customise and brand the service • Deployments within two months for quick time to market • Flexible business models / risk-sharing • Range of IM Clients for fixed and mobile platforms • IM ready devices available now
We’re set for IM: but how to launch it? You must get these right! • Marketing • Packaging • Price • Bundling • Promotion (above/below-line) • Results • Supported Devices (pre-loaded, embedded & downloadable Clients) • Interoperability with SMS (SMS Continuity) • Interoperable with other communities/operators • Ease of use / Network optimisation, usage of CIR, Seamless access • Performance
About Turkcell • Leading GSM operator in Turkey with 31.8 million subscribers • Covers almost 100% of Turkey with over 12,000 base stations • International operator with operations in Ukraine, and via Fintur, in Azerbaijan, Kazakhstan, Georgia and Moldova. • Third largest mobile operator in Europe • Member of the Board and Executive Management Committee of the GSM Association since 2003 • The first and only Turkish company to be listed on the New York Stock Exchange and Istanbul Stock Exchange
Summary of operator benefits • IM message volume increases 6-10x over SMS • increased revenues even with message-volume price discounts compared to SMS • Does not cannibalize SMS revenues • grows revenues as the future of messaging • 30% of SMS cost = increased margins (SS7 vs. IP) • Is fully backwards compatible with legacy messaging (SMS, MMS) • High take rates (~25%) • Presence stimulates communications usage • 30% of IM sessions end in a phone call • Positions mobile as central to unified comms (mobile + Internet)
The key to Mobile IM success • Interoperability • Networks • Clients + Devices • Servers • Interconnect • National • Operator Group • Global • NeuStar has already interconnected: • Vodafone Operators • Vodafone + Telefonica • Vodafone + MSN • 3 + MSN
Mobile IM is the future! • One mobile identity: MSISDN • One seamless + rich user experience • Presence enabled address book is the main interface • Operator IM is the platform for all other IP services • Internet IM services • Social Networking • Information updates • Gaming • Advertising • Presence-enabled advertising • IP communications: VoIP, MMS, Email