iPhone For LATAM

Comverse Proprietary and Confidential Market Analysis - iPhone in Latin America Raúl Castañón Martínez – April 2008

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“ The iPhone is the most sophisticated, outlook-challenging piece of electronics to come along in years. It does so many things so well, and so pleasurably, that you tend to forgive its foibles.” - David Pogue The US technology writer as Apple's iPhone hit US shelves, June 2007

iPhone Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The iPhone hype in a nutshell ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],iPhone is considered a big success despite lack of 3G capability and other advanced features Disruptive revenue share business model… but operators are still lining up

The iPhone User Experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bruce Tognazzini Founder of the Apple Human Interface Group “ What strikes me about the iPhone interface in general is that it gives ordinary people access to features that have been the private purview of the young and the geeky. For example, cell phones have long had contact lists, but they were typically difficult to build, maintain, and sync.”

iPhone VVM - Main Functions Navigation Touch screen New Messages Notifications Create VM Greeting Full Support Unheard Messages Notification Skip option Skip option to any point in a message by dragging the playhead on the scrubber bar. Video Support No Contacts From HS Message Listening Users can listen over the speakerphone or use earphones for a more private listening Message Options Call Back, Delete Folders Inbox, trash, greetings

iPhone revenue deals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Mobile phones will be treated as consumer electronics Operators will have less incentive to hand out phones Handsets – Market dynamics Operators will tend to subsidize less and focus more on services as handsets become more of a personal device. Vendors will be more involved in marketing, setting up demo booths and even sales showrooms. Handset vendors are becoming more involved in distribution ” Pre-iPhone Latin America: The High-End Handsets Market”, Yankee Group Research, Inc., 2007

The iPhone Revolution ,[object Object],[object Object],[object Object],Mobile phones as consumer electronics The mobile phone as a personal device

2008 Mobile World Congress ,[object Object],[object Object],[object Object],[object Object],[object Object]

CTIA 2008: iPhone casts a long shadow ,[object Object],[object Object],[object Object],“ CTIA: iPhone casts a long shadow”, Ovum, 2008

Response to the iPhone iPhone Instinct Voyager Operator AT&T Sprint Verizon Handset vendor Apple Samsung LG Touch screen Yes Yes Yes Icon based menu Yes Yes Yes Launch Jun-07 Jun-08 Nov-07 Wi-Fi Yes No GPS Yes Yes Yes Camera 2 megapixels 2 megapixels Video recording No Yes Yes 3G No Yes Yes MMS No Yes Yes Music player Yes Yes Yes Music Store iTunes Sprint Music Store V Cast music store Stereo Bluetooth No Yes Yes IM No No Yes Visual Voice Mail Yes Yes Threaded SMS Yes Yes Price $299.99* $299.99

Target Market ,[object Object],[object Object],[object Object]

iPhone forecasts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary of iPhone offering in USA – AT&T *More SMS text messages can be added to any plan. Minimum new 2-year wireless service plan and activation fee required to activate iPhone features. Monthly Price $59.99 $79.99 $99.99 $119.99 Minutes 450 900 1350 Unlimited Unlimited Data (Email/Web)     Visual Voicemail     SMS Text Messages* 200 200 200 200 Nights & Weekends 5000 Unlimited Unlimited Unlimited Rollover® Minutes     Unlimited Mobile to Mobile    

Summary of iPhone offerings in Europe (1) Source: OVUM, “The iPhone in Europe – operator strategies”, November 2007 *12-mo plans cost additional €4.50 per month Orange France T-Mobile Germany O2 UK ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Device cost ,[object Object],[object Object],[object Object],Data ,[object Object],[object Object],[object Object],WiFi ,[object Object],[object Object],[object Object],Plan

Summary of iPhone offerings in Europe (2) Orange France T-Mobile Germany O2 UK Source: OVUM, “The iPhone in Europe – operator strategies”, November 2007 Monthly charge Minutes/Text £35 (€49) £45 (€63) £55 (€77) 200/200 600/500 1,200/500 Monthly charge Minutes/Text € 49 € 69 € 89 100/40 200/150 1000/300 Monthly charge Minutes/Text € 49 € 59 € 79 € 119 120/50 180/100 300/150 480/1000

Initial Offering – Pricing T-Mobile Germany: 2 Tariff Plans Only

Initial Offering – Pricing Orange France T-Mobile Germany “… customers appreciate unlimited e-mail and Visual Voicemail.” Orange FR PR 5/12/07 Visual Voicemail is part of the iPhone Plan = no extra charges

iPhone VVM Promotion ,[object Object],[object Object],[object Object],[object Object]

iPhone Launch in the US Steve Jobs Announcement

iPhone Visual Voicemail TV campaign TV Campaign “… One of the greatest advancements…”

iPhone Visual Voicemail - Apple’s web-site

02 UK iPhone Awareness Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Orange France – iPhone pre launch buzz Orange Store on Champs-Elysées Orange: iPhone pre-launch web campaign

T-Mobile Stores and Outdoors Advertisements

T-Mobile Germany iPhone’s Buzz Using Celebrities : German TV personality showing off her iPhone… 1 st person to buy an iPhone from T-Mobile Germany

Visual Voicemail Key Campaign’s Messages ,[object Object],[object Object],[object Object],[object Object],Visual Voicemail is positioned as New, Functional and maximizing Personalization

What O2UK customers think of Visual Voicemail “ I love the voicemail. It is brilliant” “ Just seems so simple and was already set-up” “ How voicemail should have worked from the beginning” “ It’s great, I can decide which messages I listen to 1st ” “ I love the little red dot which appears to show you how many new messages you have” “ I didn’t use voicemail before, now I love it”

iPhone’s Visual Voicemail User-Satisfaction Bloggs and Testimonials ,[object Object],[object Object],[object Object]

iPhone Competition – Handset Vendors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

iPhone Competition – Operators ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

iPhone Competition – New Players ,[object Object],[object Object],[object Object],[object Object],[object Object]

“ Mr. Jobs announced that Apple hoped to capture 1% of the mobile phone market in calendar 2008, a percentage that equates to ten million unit sales. Apple sold 270,000 iPhones in the first 30 hours following its launch on June 29, 2007 and 1.1 million units in the September quarter..” - Charlie Wolf Investment Analyst at Needham & Company, January 2008

M:Metrics: iPhone Hype Holds Up ,[object Object],[object Object],[object Object],[object Object],Source: M:Metrics, Inc., Copyright © 2008. Survey of U.S. mobile subscribers. Data based on three-month moving average for period ending 31st January 2008.

Mark Donovan, Senior Analyst, 2008 “ The iPhone has certainly delivered on its hype. Beyond a doubt, this device is compelling consumers to interact with the mobile Web, delivering off-the-charts usage from everything to text messaging to mobile video.”

Mobile Content Consumption *Smartphones include devices running Windows, Symbian, RIM or Apple operating systems. Source: M:Metrics, Inc., Copyright © 2008. Survey of U.S. mobile subscribers. Data based on three-month moving average for period ending 31st January 2008. Activity iPhone Smartphone* Market Any news or info via browser 84.80% 58.20% 13.10% Accessed web search 58.60% 37.00% 6.10% Watched mobile TV and/or video 30.90% 14.20% 4.60% Watched on-demand video or TV programming 20.90% 7.00% 1.40% Accessed Social Networking Site or Blog 49.70% 19.40% 4.20% Listened to music on mobile phone 74.10% 27.90% 6.70%

Demographic Composition of iPhone Users ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The European Market ,[object Object],[object Object],[object Object],[object Object],[object Object]

René Obermann, CEO of Deutsche Telekom AG, 2008 "iPhone customers retrieve weather reports, stock prices, and YouTube videos from the Internet on the go -- all as a matter of course. "The average Internet usage for an iPhone customer is more than 100 MBytes. This is 30 times the use for our average contract-based consumer customers."

RBC Market and Financial update ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Charlie Wolf, Needham & Company, 2008 “ The iPhone has redefined the smart phone market …. The real value-creation potential of the iPhone lies in the exclusive distribution deals Apple is signing with carriers. The carriers are skipping their traditional handset subsidies, paying Apple an equivalent amount; and these payments are pure profit. Our forecast has the iPhone capturing 15% of its target market, consisting of carriers who generate high ARPU and view the iPhone as their ticket to subscriber share growth.”

The iPhone in Europe - Key messages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Outlook for Latin America

Latin America: The High-End Handset Market ,[object Object],[object Object],[object Object],[object Object],” Pre-iPhone Latin America: The High-End Handsets Market”, Yankee Group Research, Inc., 2007

Low ARPU but Interest In High-End Devices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],” Pre-iPhone Latin America: The High-End Handsets Market”, Yankee Group Research, Inc., 2007

Brazilian Mobile Devices Market Total >US$550 US $275 to US$550 <US$275 Device Brand 28 11 8 9 Nokia 25 5 11 9 Motorola 24 4 10 10 Samsung 16 2 4 10 LG 14 2 9 3 Sony Ericsson 9 0 4 5 Gradiente 7 0 1 6 Benq-Siemens 5 5 0 0 RIM BlackBerry 4 4 0 0 Qtek 3 0 0 3 Pantech 2 2 0 0 Palm 2 0 0 2 Alcatel 1 1 0 0 HP 1 1 0 0 Mio 1 1 0 0 Elef 142 38 (27%) 47 (33%) 57 (40%) TOTAL

High End Handset Market Analysis for LA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],” Pre-iPhone Latin America: The High-End Handsets Market”, Yankee Group Research, Inc., 2007

Comverse Solution to the iPhone Client ,[object Object],[object Object],[object Object],[object Object]

Comverse VVM References iPhone launch in Germany iPhone launch in UK iPhone launch in Austria iPhone additional launch- soon VVM launch planned H2 2008 VVM deployment (few devices) - Tier 1 operator - to be launched soon iPhone – to be launched during 2008 Ongoing processes – to be launched during 2008 Europe America Ongoing processes planned launch H2 2008 APAC

Thank you Raúl Castañón Martínez PRODUCT MARKETING [email_address] www.comverse.com

Summary of iPhone offerings in Europe (1) Source: OVUM, “The iPhone in Europe – operator strategies”, November 2007 Notes Mins/Text Monthly charge Plan Device cost Operator ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],18 mos. ,[object Object],O2 UK ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],24 mos. ,[object Object],[object Object],T-Mobile Germany

Summary of iPhone offerings in Europe (2) Source: OVUM, “The iPhone in Europe – operator strategies”, November 2007 *12-mo plans cost additional €4.50 per month Notes Mins/Text Monthly charge Plan Device cost Operator ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],12/24 mos* ,[object Object],[object Object],[object Object],[object Object],Orange France

What Does it Take? ,[object Object],[object Object],[object Object],[object Object]

Visual Voicemail – Automatically Activated ,[object Object],[object Object],[object Object],[object Object],[object Object]

iPhone For LATAM

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