02 crbt general presentation
TRANSCRIPT
www.huawei.com
HUAWEI Confidential
2009-04-06
Color Ring Back Tone
-- A Gold Mine in Mobile Market
Page 2HUAWEI Confidential
CONTENTS
l RBT – A Proven Gold Mine in Mobile Market
l RBT Service Operation Experiences
l Technical Solution
l HUAWEI Achievement
Page 3HUAWEI Confidential
What’s RBT (Ring Back Tone) Service?
calling
Caller hear song/music/melody before callee picking up
Communication enrich people’s life, RBT enrich people’s communication
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RBT was deployed world wide
Latin America
AM/Telcel MexicoTelefonica Moviles
Middle East
TurkcellSTCSyriatelMTC KuwaitWataniya MaldivesMobilyUmniahYemen Tel
CIS, M Asia
MTSMegafoneVimpelcom
Europe
VodafoneTelefornicaOrange3 SwedenT-Mobile3 UKSFR FranceTMNTIM
North America
Verizon WirelessT-Mobile USAllTelSprint NextelCingular WirelessBell Mobility
Africa
MTN NigeriaOrange CameroonMaroc TelecomMobinil EgyptMTN SwazilandEmtel MauritiusOrange Cote d'Ivoire
Asia
China MobileChina UnicomSKTNTT DoCoMoKDDIAISTelkomselGlobal TelecomFarEast ToneHutchinsonHutch ThailandTATARelianceAktel BangladeshMillicom LaosMobilink PakistanViBo TaiwanAirTel India
Oceania
Telstra
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0
2000
4000
6000
8000
10000
12000
2006 2007 2008 2009 2010
Japan - CAGR 14.2%
Asia-Pacific - CAGR 21.8%
MEA - CAGR 47.7%
Europe - CAGR 46.1%
Latin America - CAGR 95.3%
North America - CAGR 47.5%
Threefold Increase - IDC WW RBT Market Forecast
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
2006 2007 2008 2009 2010
Japan - CAGR 18.5%
Asia-Pacific - CAGR 23.8%
MEA - CAGR 46.1%
Europe - CAGR 46.7%
Latin America - CAGR 93.0%
North America - CAGR 52.9%
WW RBT Subscribers 2006-2010T
Total Market CAGR 31.5%
WW RBT Service Revenue 2006-2010
USD $M Total Market CAGR 31.3%
l Digital Music global revenue reaches $32.2B at 2010 in Gartner’s forecast. And global RBTrevenue reaches $10.2B in 2010 in IDC’s forecast.
l More than 30% DM’S revenue comes from RBT.
l IDC Forecasts 677 million CRBT Users WW at YE2010
l RBT, a gold mine which can bring you immense profit and enhance your brand.
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Entry to Digital Music
My Ring ToneMy Ring ToneMy Full-trackMy Full-track
My RBTMy RBT
Personal RBT LibraryPersonal RBT Library Personal Music LibraryPersonal Music Library
• Mobile Phone will be the most popular music player soon.
RBT Platform Digital Music Platform
My RBTMy RBT
My Music VideoMy Music Video
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Successful RBT story in Asia – CMCC
China Mobile RBT Development
RBT Penetration
2004 1H 2004 YE 2005 1H 2005 YE 2006 1H
9.2%13.3%
25.88%
32%
46.8%
27.2M14.6M
90.1M
16.3M$
430M$
172.5M$106.3M$
330M$
128.4M
57.92M
RBT Subscribers
RBT Revenue
l China Mobile (1H 2006): › 128.4 million RBT subscribers
› 46.8% penetration rate
› 430 million US$ total RBT revenue in 2005.
“New telecom services are crucial to the development of our company. The subscriber’s ARPU are decreasing. All operators throughout the world are trying to maintain and even increase ARPU by deploying new mobile data services. The RBT service we deployed is actually not a huge investment, but contributes 8 RMB (1 USD) to our ARPU.”
Mr. Wang Jianzhou, Mr. Wang Jianzhou, CEO of China MobileCEO of China Mobile
RBT is the 2nd killer VAS after SMS in China Mobile
RBT is the 2nd killer VAS after SMS in China Mobile
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Reliance: The largest CDMA operator and largest PTO in India
l Lucent/Alcatel switch based solution
l Available for both postpaid and prepaid subscribers
l 1 M subscribers capacity in the 1st phase and 2M for 2nd phase
l Launched on 31th May 2006
l Activate RBT subscribers reach 1.2M by Dec. 2006
Successful RBT story in Asia – TTSL, India
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2000
4000
6000
8000
10000
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14000
16000
Day 1 Day 2 Day 3
l 20% penetration in the first 5 months,
l Interconnecting with Siemens switch based solution
l Available for both prepaid and postpaid subscribers
l Users’ Self-Management Access: IVR, WEB
Subscriber Increase
Successful RBT story in Middle East – Syria Tel
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l The biggest mobile operator in Saudi Arabia
l RBT system capacity is 3M
l Available for both post paid and prepaid subscribers
l Launched service on 24th Mar. 2007
l RBT active subscribers reach 100K with 20 days
Successful RBT story in Middle East – STC, Saudi
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l IN based solution
l Available for both prepaid and
postpaid subscribers
l Users’ Self-Management Access:
IVR, WEB
l 1st operator to launch RBT in Jordan
l 71K activate subscribers by the end of 2006
l Name RBT service as Aghanilak
Successful RBT story in Middle Ease – Umniah, Jordan
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Successful RBT story in Africa – Emtel, Mauritius
l 1st operator to launch the RBT service in Mauritiusl Penetration rate reached 15% in TWO weeksl Interconnecting with Siemens switch based solutionl Available for both prepaid and postpaid subscribersl Users’ Self-Management Access: IVR, WEB, SMSl 86% users subscribe to the service via SMS
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Successful RBT story in Africa– Orange Cameroon
l The first operator in Cameroon launched RBT Service
l RBT system capacity is 50000
l Launched service on 16th Mar. 2007
l RBT active subscribers grows up to 49000 with 4 weeks.
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Successful RBT story in Africa– Madacom, Madagascar
l The first operator in Madagascar launched
RBT Service
l RBT system capacity is 50000
l Launched service in Sep. 2006
l RBT active subscribers grows up to 20000 by
Dec. 2006.
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10.6%363.8Turkey
8.4%433.6Russia
11.1%202.2Pakistan
19.8%193.77Saudi Arabia
12.9%50.64Colombia
11.7%212.45India
9.5%151.6Thailand
10.5%525.8India
15.0%6.00.9Ghana
21.5%286.03Thailand
37.5%249.01Vietnam
PenetrationTotal Subs (M)RBT Subs (M)OperatorCountry
CRBT Service Performance Stars
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CONTENTS
l RBT – Proven Gold Mine in Mobile Market
l RBT Service Operation Experiences
l Technical Solution
l HUAWEI Achievement
Page 17HUAWEI Confidential
Challenges of RBT service
l An altruistic service, self-experience is not good
l Non-functional service, dispensable
1 Consumer perception
2
Content
l Quantity
l Quality
l Type4
Network support
l Which technical solution?
l How to integrate with other subsystem?
l How to maintain RBT platform?
Wider chasm of RBT product
Trial& Initial period
Growing period
Mature period
3
Service tariff
l Tariff structure
l How much for each part?
l How to share content revenue with CP/SP
Time
Penetration
30%
10% Lifeline
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Trial phase Initial phase Growing phase Mature phase
Open Sesame - Four Golden Keys for RBT
1
SIMPLE
Experience – Simple,
Interesting
Propagandize RBT
Concept
3
PROFIT
Increase RBT ARPU
high RBT changing rate,
low churn rate
2
CROSS CHASM
Attract SubscriberMore subscriber more
revenue
4
WIRELESS MUSIC
Expand RBT to wireless
music, develop related
content service
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Four Golden Keys – manage complexity
Access
CP/SP Revenue
Brand
CP/SP Content
Access
Tariff
AdvertisingPromotion
Customer care
• Type of media• Content of Ads
• Tariff structure• Pricing principle
• Brand value• Brand Promotion
• Content Acquisition • Customer requirement
analysis
• Easy usage• Friendly UI• Multiple access ways
• Value chain establishment
• CP/SP cultivation• CP/SP management
• User Experience• Discount & Bonus• Events
• Collect & analyze customers’ appeals
• Help customers resolve problems
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ll ItIt’’s cool to let anyone calling you s cool to let anyone calling you hear the song or special message, hear the song or special message, instead of traditional one.instead of traditional one.
ll The The ““MOREMORE”” Songs you change, The Songs you change, The ““MOREMORE”” inin--trend you are..trend you are..
Key Message:Key Message:
RBT is fashion - AIS advertisement TVC (2004)
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Key Message
llWaiting is more fun if you use Calling MelodyWaiting is more fun if you use Calling Melody
llCalling Melody are for everyone.Calling Melody are for everyone.
RBT is common - AIS advertisement TVC (2005)
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Content— From Quantity to Precision
l Prioritize pop music and natural sounds
l Few quantity
l Simple to use: Basic content browsing & setting features
Few high quality is enough
Trial phase
l Increase quantity. Focus on Pop music and interesting human voice
l Content package: music box
Enrich content for young
generation
Initial phase
Enrich content for common
customer & dig individual
requirements
l Research content requirement: Special RBT for Special You
l Content push: Based on consumer behavior analysis
l RBT Workshop to encourage DIY
Growing phase
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Tariff structure of RBT service
Typical RBT tariff structure
Browsing Fee
ContentFee
Monthly Fee
4%
18%
78%
Monthly SubscriptionContentsIVR Airtime
RBT revenue breakdown of CMCC
l Most revenue comes from Monthly fee, while content fee has minimum impact on total revenue
l IVR fee for content browsing is considerable
Principle:l Share most content revenue with SP/CP. (CMCC:SP/CP = 15%:85%)l Keep the mainstream (monthly fee & IVR fee) of revenue.
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RBT service brand is helpful
A service brand including a logo and a name.
l A sound & impressive brand helps leading operator to screen follower
l An elegant brand helps to materialize this intangible service and improve customers’
perceive
l Service brand promotes operator’s brand at the same time
China Mobile Name & Logo:
Color RingChina Mobile named & registered RBT service as “Color Ring” in
2003. This forced the competitor – China Unicom name his
RBT service as “Cool Ring”.
Now “Color Ring” became common name of RBT service, only a
few people knew Unicom’s “Cool Ring”
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CONTENTS
l RBT – Proven Gold Mine in Mobile Market
l RBT Service Operation Experiences
l Technical Solution
l HUAWEI Achievement
Page 26HUAWEI Confidential
RBT call flow – MSC based solution
IRAQ
CRBT
O_MSC
HLR
T_MSC
HLR identifies the called party as CRBT subscriber and transfers the CRBT mark (SS_CODE) to MSC
O_MSC routes the call to T_MSC as usual
O_MSC initiates another call leg to CRBT platform who will play the CRBT
Phone picked up
CRBT heard by the caller
O_MSC disconnect with CRBT
Call established
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RBT Platform Architecture
Switching Network
User Profile
Content File
Service management and operation platform
IP (intelligent peripheral )
RBT Call Control
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MSC
Self-management for end-user
Service and resource management for
system administrator
Network management for network administrator
Service management for customer care
content management for content provider
Open API based on XML SOAP
Service management for Corp. administrator Charging
module
Provisioning module
IN
Web
Inte
rfac
eProvided by 3rd party
IVRApp
Contentlibrary
SNMPGUI
Billing
Mediation/CRM
UserProfile
CDR
SST TCIP/IP
WebApp
SMSApp
WAPApp
USSDApp
3rd PartyApp
Internet SMSC WAPGW
USSDSERVER
3rd partyNE
Logical Function Diagram
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RBT system network structure
IRAQ
IP Portal
User Profile Content library
MSC
E1ISUPWAN
BillingSP
FTPHTTPHTTPSNMP
NMS
SMPP
SMSCSCP
Real-time
MSC MSC
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RBT service features
IRAQ
u Multiple end user accesses: WEB/IVR/SMS
u System/CP/customer care WEB portal
u Setting RBT based on date/time/week/duration
u Setting RBT based on caller/caller group
u Mixture RBT
u RBT copy
u RBT content/service present
u ……
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CONTENTS
l RBT – Proven Gold Mine in Mobile Market
l RBT Service Operation Experiences
l Technical Solution
l HUAWEI Achievement
Page 32HUAWEI Confidential
History of Huawei RBT
l First domestic RBT system launched in China Mobile Shanghai in May, 2003
l Five months later, first overseas RBT system launched in AIS, Thailand
l In less than three years…
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Main Vendors in the market
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Worldwide Application
• Huawei RBT is serving for 1/2 top 10 operators and 1/3 top 50 operators.• Huawei has provided RBT platform for more than 200 operators over 70 countries since 2003.• More than 421 million users and the whole capacity exceeds 529 million.• 5 years experience help you achieve success of RBT marketing just in 1 step.
ThailandVietnamIndia
Bangladesh
Indonesia
PhilippinesCambodiaLaos
PakistanHong Kong
UzbekistanMongolia
BhutanAfghanistan
Tajikistan
Sri Lanka
TurkeyPortugal Bulgaria
MoldovaRomania
RussiaUkraine
Brazil
Mexico
Peru
ColombiaEcuador
Paraguay
DominicaSaudi Arabia
AlgeriaSyria
YemenSudan
IranKuweitJordan
Libia
Morocco
Mauritius
Uganda
Madagascar
Congo
GambiaGhana
Tanzania
BeninTogo
Equatorial Guinea
NigeriaLiberia
Swaziland
Cote d'Ivoire
SenegalMali
Botswana
Cameroon
China
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Key customers for RBT
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IN
CRBT
SMS
Easy Interconnection with Other Vendors
Thailand AISChina MobileColombia MovistarChile Movistar
Indonesia ExcelCOMKenya SarfaricomMadagascar MADACOM
Madagascar OrangeGuinea SOTELGUIKampuchea CAMGSMChina MobileChina Unicom
Thailand AISUAE ETISALATChina MobileChina UnicomTanzania Mobitel
Thailand AISChina CMCCSyria Syriatel
India TTSLThailand TRUEPhilippine sun cellular
ortugal OptimusIndia TATA
China CMCCChina TelecomThailand AISChina UnicomColombia MovistarBrazil OIBritish BTEthiopia ETC
China CMCCChina TelecomRussia RostelecomRussia MTSIndonesia ExcelCOMKenya SafaricomMadagascar MADACOMSyria Syriatel
China MobileChina UnicomMauritius MTVietnam VietelMadagascar OrangeGuinea SOTELGUIKampuchea CAMGSMUganda TelecomMorocco Telecom
China MobileChina UnicomBengal TMIBRussia MTSSingapore SingtelSaudi Arabia STCNigeria Starcomm
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Rich experience for swap project
Full swapHuawei2007 Q1EricssonEtisalat, Suadi
Full swapHuawei2007 Q1ECTTurkcell, Turkey
China Unicom Guangxi
China Mobile Guangdong
China Mobile Heilongjiang
China Mobile Guangxi
China Mobile Chongqin
China Mobile Beijing
Operator
Huawei
Huawei
Huawei
Huawei
Huawei
Huawei
New vendor
Full swap2006 Q3Jingpeng (Chinese vendor)
Full swap
Full swap
Full swap
Full swap
Full swap
Swap
2006 Q2NEC
2005Qinghua (Chinese vendor)
2004SHT (Chinese vendor)
2003ITL (HK vendor)
2003Wisepot (HK vendor)
Swap DateOriginal Vendor
All these operators believes RBT will make a fortune for them and they finally found that selecting a right vendor is the key issue to make them going forward!
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Benefits for Operator
l Ensures continuous future roadmap evolvement and development
l Minimize risks with rich implementation experiences
l Share the business experience of many successful cases around globe
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Roadmap
RBT EvolutionRBT Evolution
DigitalMedia
DigitalMusic
CRBT
NormalRBT
