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CPA WAP The Perspectives of WAP Services in Ukraine

CPA WAP The Perspectives of WAP Services in Ukraine. 22/01/2007. WAP services Development in Kyivstar. Current usage of WAP sites. Creation of Content storage Creation of informational portals to support Company’s image Creation of trade points to sell for Mobile Content.

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CPA WAP The Perspectives of WAP Services in Ukraine

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  1. CPA WAPThe Perspectives of WAP Services in Ukraine 22/01/2007

  2. WAP services Development in Kyivstar

  3. Current usage of WAP sites • Creation of Content storage • Creation of informational portals to support Company’s image • Creation of trade points to sell for Mobile Content

  4. Review of WAP Ukrainian market (2) Statistics :

  5. Review of WAP Ukrainian market (3) TOP 20 WAP sites:

  6. Review of WAP Ukrainian market (4) This slide shows the average amount of traffic downloaded in one session. Here we can see that in most cases the subscriber downloads only 2-3 Kbytes

  7. Reasons holding back WAP development • Low profitability for Content Providers • Lack of development and low quality of WAP sites • Lack of innovative ideas and services in WAP • Low WAP penetration among Operators’ subscribers • Need for correct WAP settings for mobile phones

  8. Subscribers perception of WAP advertising • Response Rate upon advertising of SMS services via SMS distributions : 3 – 5 % • Response Rate upon advertising of Voice services via SMS distributions : 6 – 8 % • Response Rate upon advertising of WAP services via SMS distributions : 12 – 15 % • Response Rate upon advertising of WAP services via MMS distributions : 25 – 30 %

  9. Kyivstar’s activity for development WAP market of Ukraine • CPA WAP – new program of WAP development for Kyivstar Content Providers and Content Aggregators • Program oriented mostly for cooperation with Aggregators • Revenue for Aggregators: • Phase 1: Revenue sharing from WAP Traffic • Phase 2: Revenue sharing from sales of Content via • WAP • Phase 3: Revenue sharing from Premium WAP Traffic

  10. Common Conditions of Cooperation

  11. Revenue Sharing for WAP traffic • 50/50 for all off-brand WAP sites • 60% (Kyivstar) & 40% (Aggregator) for Kyivstar branded WAP sites (Kyivstar is responsible for advertising) • 60% (Kyivstar) & 40% (Aggregator) for internationally hosting WAP sites • Minimum Aggregator’s traffic is 5 GB per month

  12. Revenue sharing from Sales of Content via WAP • How it works : • Necessity to develop the special technical program to cooperate with Kyivstar (CPA v.2.0. protocol) • Revenue sharing: • 70% (Aggregator) & 30% (Kyivstar) for all types of Content for any price categories

  13. Example - Billing, WAP Push message - 1. The phone receives a ”teaser” from a news service ordered by subscriber 2. User accepts to access the service by clicking on “continue”. This hyperlink points to the url of the service. Cost of service is UAH 5,- 3. The phone connects to the WAP site of Content Provider 4. The Phone downloads the wap page 5. The user can now view the WAP pages containing premium content, and may choose content of interest 6. He may for example wish to look at the pictures 7. Content provider offers services via CPA WAP.

  14. Revenue sharing from Premium WAP Traffic • Coming soon….. • Ability to download any Content from external WAP sites without MT SMS • Ability to set up any tariff per Megabyte for any URL

  15. Content Provider opportunities with WAP solutions • Creation of free of charge Content Examples: One WAP site with downloadable thematic Content/Logotypes & Melodies with small advertising. Generate more than 20 GB • Creation of profitable informative and entertainment portals

  16. CPA WAP Forecast

  17. Next steps • WAP Services are available only on off-portals • Cooperation with Kyivstar in CPA project is available only via Content Aggregators: Point Com Jump Inform Mobile i-Free Iricom Mobile Answers

  18. Thank you for your attention!

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