Telstra in confidence AMTA 2003 Congress Carriers Roundtable Ms Lynda O’Grady, AMTA Board Member...

Telstra in confidenceTelstra in confidence

AMTA 2003 Congress Carriers RoundtableAMTA 2003 Congress Carriers Roundtable

Ms Lynda O’Grady, AMTA Board Member

Chief of Products Telstra Technology, Innovation & Products

Ms Lynda O’Grady, AMTA Board Member

Chief of Products Telstra Technology, Innovation & Products

Key direction for the

mobile phone industry

Key direction for the

mobile phone industry

Key issues facing the mobile industryKey issues facing the mobile industryOur customers• Responsiveness to their needs• Consumer Education• Customer friendly distribution

The community• Social Responsibility• Community Involvement

Australia• Economic rationality• Industry Responsibility – “guided not mandated

by regulators”

Our customers• Responsiveness to their needs• Consumer Education• Customer friendly distribution

The community• Social Responsibility• Community Involvement

Australia• Economic rationality• Industry Responsibility – “guided not mandated

by regulators”


Our customersOur customers

"I have always wished that my computer would be as easy to use as my telephone. My wish has come true. I no longer know how to use my telephone."Bjarne Stroustrup, computer science professor, designer of C++ programming language (1950- )

"I have always wished that my computer would be as easy to use as my telephone. My wish has come true. I no longer know how to use my telephone."Bjarne Stroustrup, computer science professor, designer of C++ programming language (1950- )

Responsiveness to their needsResponsiveness to their needs


Our customersOur customersTechnology, Device, Applications & Content AlignmentTechnology, Device, Applications & Content Alignment




Technology, Device, Applications & Content AlignmentTechnology, Device, Applications & Content Alignment

SMSSMS

CDMACDMA

GSMGSM

Our customersOur customersC

on

su

mer

Loop

Corp



SMSSMS

CDMACDMA

GSMGSM

PicturesPictures

MusicMusic

SportSport

GamesGames

InternetInternet

MCommerceMCommerce

Remote AccessRemote Access

Communications- emails- instant messaging


Our customersOur customersC

on

su

mer

Loop

Corp



SMSSMS

CDMACDMA

GSMGSM

PicturesPictures

MusicMusic

SportSport

GamesGames

InternetInternet

MCommerceMCommerce




MMSh/s

Mp3 phones

Java/BREW/WAP

Blackberry/PDAs

Smartphones

Browser phones

Vending machines & parking metersPC Tablets

PCs

MMSh/s

Mp3 phones

Java/BREW/WAP

Blackberry/PDAs

Smartphones

Browser phones

Vending machines & parking metersPC Tablets

PCs

Con

su

mer

Loop

Corp




SMSSMS

Packet Data(GPRS/IXRTT)Packet Data

(GPRS/IXRTT)

MMSMMS

Circuit DataCircuit Data

CDMACDMA

GSMGSM

PicturesPictures

MusicMusic

SportSport

GamesGames

InternetInternet

MCommerceMCommerce



Communications- emails- instant messaging M

ob

ile L

ocati

on

Mob

ile L

ocati

on


Source: Analyst consensus Source: Analyst consensus

0

10

20

30

40

50AustraliaGermanyIrelandJapanPhilippinesUK

% of revenue

2000 2001 2002 2003

Consumer education underpins revenue from data services – the beginning of a journeyConsumer education underpins revenue from data services – the beginning of a journey



• Focus on coverage and mix – online and retail

• Innovative solutions– New stores formats

and concepts– Extended coverage through

partnerships (Harvey Norman, Tandy, Crazy Johns etc)

• Changing role from merchants to educators

• Focus on coverage and mix – online and retail

• Innovative solutions– New stores formats

and concepts– Extended coverage through

partnerships (Harvey Norman, Tandy, Crazy Johns etc)

• Changing role from merchants to educators


Customer friendly distribution - the key to increasing usageCustomer friendly distribution - the key to increasing usage

The communityThe community

• Social responsibility– Telstra LIFE program

– Launch of two new educational tools -

“Mobile network - how Australia communicates”

• Community involvement– Greater community involvement in

mobile network deployment with the launch of a new tool “Mobile and Health”

• Social responsibility– Telstra LIFE program

– Launch of two new educational tools -

“Mobile network - how Australia communicates”

• Community involvement– Greater community involvement in

mobile network deployment with the launch of a new tool “Mobile and Health”


Australia Australia


Economic rationality - future technology trendsEconomic rationality - future technology trends

2G 2.5G 3G

Source: Telstra Source: Telstra

1xRTT1xRTT

CDMA20001xEV-DO

CDMA20001xEV-DO

CDMA20001xEV-DV

CDMA20001xEV-DV

EDGEEDGE

W-CDMAW-CDMAGPRSGPRSGSMGSM

TDMATDMA

CDMA-OneCDMA-One

Evolution of mobile systems 2G-3GEvolution of mobile systems 2G-3G


Speed and coverage could together drive greater overall mobile data uptake and customer acquisition Speed and coverage could together drive greater overall mobile data uptake and customer acquisition

• Web browsing (1 page view)

• Online shopping (to get to for 1 page view)

• Polyphonic ringtones

Real time 2004/20

05

Real time 480 KB/min

N/AN/AN/A• Video telephony

• Download video (sport, trailers)

• Field workforce automation

• Synchronised PIM (eg. Calendar)

• MMS with picture (eg. news, entertainment)

• Enterprise dispatch

• Basic text (email)

1x/EVDOWCDMA1xRTTEDGEGPRS

DoCoMo proved - it’s not about speed! [9.6 kb/s]

[85% data penetration & 25% ARPU]

High

Low

ProjectedDemand*

Selected cellular dataapplications

107 40 46

3 3 1 1

1.5

1.5

1.5

2

2

2

3

0.5

6

0.51.51.53

6

6

6

6

6 6

6

2

2

1.5

3 2

9

914

109

14

14

14

8

14

921

22

Likely user receiving experiences (seconds)

* Based on recent market analysis (Telstra, Nortel)

Evolution of mobile systems 2G-3GEvolution of mobile systems 2G-3G

2G 2.5G 3G

Rational technology investment - evolution not revolutionRational technology investment - evolution not revolution


1xRTT1xRTT

CDMA20001xEV-DO

CDMA20001xEV-DO

CDMA20001xEV-DV

CDMA20001xEV-DV

EDGEEDGE

W-CDMAW-CDMAGPRSGPRSGSMGSM

TDMATDMA

CDMA-OneCDMA-One

Source: Telstra Source: Telstra

Industry responsibility Industry responsibility

Key policy requirements for a competitive industry

• Participative approach by regulators

• Evidence-based, rather than media-led, approach to regulation

Key policy requirements for a competitive industry

• Participative approach by regulators

• Evidence-based, rather than media-led, approach to regulation


“Guided not mandated by regulators”“Guided not mandated by regulators”

Our challenge…Our challenge…

As Members of this industry ‘WE’ are challenged with moderating

• the demands of mobile consumers to whom we owe reliability, education and accessibility

• the community concerned with collateral social and health issues

• the technology push – ex network and handset vendors

As Members of this industry ‘WE’ are challenged with moderating

• the demands of mobile consumers to whom we owe reliability, education and accessibility

• the community concerned with collateral social and health issues

• the technology push – ex network and handset vendors

… and the nation – which cannot afford premature or over-investment in wireless infrastructure

It is OUR challenge…

or we face unfavourable social and economic consequences

… and the nation – which cannot afford premature or over-investment in wireless infrastructure

It is OUR challenge…

or we face unfavourable social and economic consequences


Telstra in confidence AMTA 2003 Congress Carriers Roundtable Ms Lynda O’Grady, AMTA Board Member...

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