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Transcript of HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential Serving Customer Experience with Mobile Broadband...
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential
Serving Customer Experience with Mobile BroadbandCEO Summit – 16-17 May 2011
Henrik HansenVP Marketing, Middle East Region
HUAWEI TECHNOLOGIES CO., LTD. Huawei Confidential
The business challenge for the Middle East Telco’s
Page 2Page 2
HUAWEI TECHNOLOGIES CO., LTD. Page 6
Everything goes Internet – Internet goes everywhere
And … We Can Expect the Unexpected Devices!
Not only use of video, music and
news over the mobile internet
Numerous other ways to use MBB than
we
can imagine
Many more types of devices will
develop and
new business opportunities will
emerge
MBB will be in more mobile equipment
such as
cameras and Car-Infotainment systems
Dozen of competitors are in the
process of
launching new devices in vertical
markets
HUAWEI TECHNOLOGIES CO., LTD. Page 7
201x
2010 10x 20x 100x
Devices Apps & Services
Network Traffic
HSPA
QoS
HSPA+
LTE
IP Backhaul
FMC100G
FTTX
MDO
Mobile broadband growth creates challenges
HUAWEI TECHNOLOGIES CO., LTD. Page 8
Ms Mary Manyfriends
Hrs per day
Volume
Video and gaming (2Mbps)
5 50GB
Browsing, music, radio(100kbps)
7 10GB
Voice, text, mail etc(<20kbps)
4 0.5GB
TOTAL (GB/mth)
>60 GB
Mr Busyman Peter Gamer
HUAWEI TECHNOLOGIES CO., LTD. Page 9
What road do we take to deliver the experience ….
… and still being profitable?
HUAWEI TECHNOLOGIES CO., LTD. Page 10
1. Provide coverage and capacity as needed, where needed, for enhanced customer experience, while keeping ROI manageable
Nation wide
Th
rou
gh
pu
t
High speedContinuous coverageMobility
Super high speed Super high coverage Hotspot
Extra high speedFamily/Office coverageFixed usage/mobile experience Rich content & media service
High Speed InternetAccess Anywhere Mobile or Nomadic
Metro ZoneUrban Zone
Suburban Area@ Home@ Office
Countryside
HUAWEI TECHNOLOGIES CO., LTD. Page 11
2. Spectrum management becomes crucial for delivering customer experience, 900 and 2100 are continued main spectrum for 2G and 3G
• 2500/2600 MHz LTE for MBB metro/home zone capacity and urban network offload
• 2100 MHz 3G, HSPA, voice/video and data services in urban areas (mobility)
• 1800 MHz GSM capacity, refarms to LTE when capacity needs are required
• 900MHz GSM for 2G devices and 3G for voice and data capacity • 700/800MHz LTE for national coverage
L-2600 (20 MHz)
U-900 (5 MHz)G-900 (>5 MHz)
Nation wide
Th
rou
gh
pu
t
L-800 (10 MHz)
U-2100 (5-15 MHz)G-1800 (~20 MHz) => LTE
Off loadHigh capacity
HUAWEI TECHNOLOGIES CO., LTD. Page 12
Region Operator Time
North America Clearwire 2012+
Australia Vividwireless 2012+
North Europe Datame 2012+
Malaysia P1/YTL 2012+
Wimax Operators’ proposition
Most WiMAX operators plan upgrade network to LTE TDD after 2012. Test & Trials are held in 2011
All main players are involved to develop the converged LTE TDD / FDD eco-system
Huawei integrated solution in SingleRAN accommodates for smooth transition
LTE is the most spectrum efficient standard with higher data security anda simpler network architecture than previous standards ….
Long Term Evolution
LTE2.6GHz NEW! LTE
WiMAX 2.3/2.5GHz LTE
UMTS 2.1GHz UMTS+
LTE
GSM 1800MHz LTE
GSM 900MHz
GSM+UMTS
LTE 800MHz NEW! LTE
Era of transformation
HUAWEI TECHNOLOGIES CO., LTD. Page 13
3. “Smart Device, Simple World” is about selecting the devices that suite customers and aligning network capacities to customers’ experience
MBB / Handset
Industry / Enterprise Device
Connected Home Solution
AppsTMS
Online update
Smart DeviceSimple World
Simple to operate
Simple to connect
Simple to use
Smart Device
Hosting CenterDSM / Hispace
Providing simple connectivity to the majority of devices
available on the network will
tremendously enhance revenue potential
HUAWEI TECHNOLOGIES CO., LTD. Page 14
Entry-middle level Smartphone is the key driver for both revenue and profit
Non-Smartphone
High-Premium Smartphone
Entry-middle level Smartphone
Large Screen
Usage SAC & SRC Profit
Highest LowestSAC – Subscriber Acquisition CostSRC – Subscriber Retention Cost
4. Smartphone strategy with the right MBB data packaging is key to manage return on investment
HUAWEI TECHNOLOGIES CO., LTD. Page 15
5. Subscriptions and service packaging also key to monetize MBB
High QualitySpecific Delivery
Network Intelligence and Resource Mgmt
Service Specific Subscription & Packaging
Terminals
Service, Content etc
P2P
Bandwidthas Paid for
Featuresas Paid for
At Times Paid for
Priorities as paid
for
= adaptation to situation and user
We must build a system that can deliver new services, timely and with expected quality. Provide customer value for money and make the customer willing to pay
HUAWEI TECHNOLOGIES CO., LTD. Page 16
For MBB, the aim must be to provide the best customer experience …. told by the customers ….. Award Winning Network for Data!
HUAWEI TECHNOLOGIES CO., LTD. Page 17
Meeting the future with confidence
4 Billion new Smart phones
10 Billion newSmart devices
Millions of newapplications
HUAWEI TECHNOLOGIES CO., LTD. Page 18
Huawei is the main supplier for MBB in Middle East In regional 3G market, Huawei has more than 60% 3G market share. In new license market, Huawei is the best choice. Since 2007, almost all new license
operators More than 30% of WiMax operators chose Huawei
HUAWEI TECHNOLOGIES CO., LTD. Page 19
Pioneering SingleRAN LTE Across the Globe
1st commercial LTE, 2009
SingleRAN to expand LTE & modernizing GU network 2011
The largest modernization of SingleRAN GUL in Europe
1st LTE 800Mhz
SingleRAN GL commercial network in Germany
1st SingleRAN GL 900MHz
1st LTE RAN Sharing
World’s 1st LTE 1800Mhz & TDD commercial network in Poland
As of Q1 2011: 100+ SingleRAN commercial networksAll support evolution to LTE, 30+ have LTE service dates scheduled
Break-through SingleRAN GUL in Australia
SingleRAN LTE Middle East
1st SingleRAN WiMAX/LTE dual mode network
2009 2010H1 2010H2 2011H1
SingleRAN LTE network deployment & GSM modernization in Germany