I-DATE Internet: Act II…

will be also Mobile!

Alan HarperGroup Strategy Director

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Vodafone

• Leading global mobile business serving c.150 million mobile customers in 26 subsidiary and associate operations

• October 2002 launched Vodafone Live!, using GPRS to begin building a new media platform

• February 2004 introduced 3G datacard

• November 2004 introduced Vodafone Live! With 3G

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Vodafone Live!: Evolution Overview

Vodafone Live! Launch:

• Launched in 8 countries on 24 October 2002 and reached 1 million active customers in 10 countries by March 2003

• Offered a wide range of world leading branded infotainment, all accessed through an icon based, colour menu on integrated camera phones easy to use services including:

• Picture messaging – Games - Polyphonic ringtone downloads  Vodafone Live! Today:

• Over 27m registered Vodafone Live! customers• Growth rate is over 1 m subscribers per month in Europe• Now available in 20 countries

• In Europe, Vodafone Live! is primarily aimed at the twenties age group, whereas in Japan it covers most of the customer base

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Vodafone live! with 3G

End-to-end proposition based on Vodafone live!

New and Enhanced Services

New Portal and Content

New Pricing

New Terminals

New Networks

Handsets – the range

3D animated handset should auto run

Coming from Neil Simpson 07919 413412

Available early pm

A full range with varying functionality and price points

The first two mega pixel handsets in Europe

8 x handsets with Full Track Music Download capability

9 x handsets with VFX 3D gaming capability

Pricing approach

Based on 3 key elements:

• New data and content model

• Data promotions

• Voice pricing

Data & content model - Europe

• Pay to browse

• Pay to download

• Charges related to volume of data

Old Model

• Inclusive browsing on net

• Pay for service

• Charges related to value

• Value bundles

New Model

• Differentiation of on-net and off-net portal pricing

• Increased usage and revenue

New Model Delivers

Data & content promotions

• Free access to packages of content for limited period

• Drive penetration and usage of new services

Vodafone live! with 3G – voice pricing

• Align with local tariff / pricing structures

• More value for high users

• Encourage more voice usage

• Progressive move along elasticity curve

Services – video calling

Introduction of video telephony

Key use case is likely to be “see what I see”

USP versus networks deploying EDGE technology

Video calling

The power of 3G live!….the best audio quality

• Real Music Tones from all top artists

• 60 second video clips for download

• Full length music videos for streaming

• New videos every week from Sony

Music StoreArtist showcase and genre-based browsing (e.g. jazz, rock, etc.)

Music downloads

Content – “only the best will do”

Content – music, videos, games & live TV

Videos - Over 400 videos being supplied via Vodafone Group deals

-MTV - 128 videos for 9 markets-Music videos – 100+ music

videos from Sony, Warners and Universal-Warner Bros - 39 original

Looney Tunes episodes

Live TV-Six markets testing video

streaming and download

3G gives the chance to bring the media world to life

Full Track Music Downloads-The first large scale mobile

service in the world-Available from November

10th

-Three thousand titles from launch

Games-The first VFX 3D handsets -20 x 2D and 3D games

available at launch

Content

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Mobile connect 3G Datacard

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Connect your PC – Mobile Connect Dashboard

• Simple integrated service

• Single PC dashboard for 3G, GPRS, WiFi

• User management statistics

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Connect your PC – Mobile Connect Datacard

0

20000

40000

60000

80000

100000

120000

Apr'04

Jun'04

Aug'04

Oct'04

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Vodafone Mobile Connect Card• 323,000 sales• Full mobile access• VPN and Internet access• Award winning

Business Devices & PIM Applications

• Push data• Business services• PIM

Vodafone live!• 27m customers• Easy to use• Industry leading• Award winning

Vodafone Wireless Office• Increased availability• Mobile attendants• Local number • Simple price model• Flexibility• One invoice

Differentiated global products

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