the future of wireless ISSUE 147 FEBRUARY 2008

LTE v WiMAX

featuring
Steve Pusey:
The Group CTO of Vodafone
talks exclusively to MCI

Customer ownership:
Can operators and vendors
meet in the middle to share
the spoils of customer spend?

LTE v WiMAX
WHEN 4G ROLLS AROUND, WHICH TEAM WILL EMERGE TRIUMPHANT?
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Welcome to Acision. Welcome to Innovation. Assured.

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Alternatively, you can contact Acision by visiting: www.acision.com
 FRONT

Editorial 02
CONTENTS FEBRUARY08
News 06
A round-up of the most important stories of the
month from the global mobile communications
48 | LTE v WiMAX markets, produced in conjunction with telecoms.com.
Some say they will
be complementary Handset news 18
technologies, while others All the latest gadgets, applications, content and
are expecting another operating systems.
almighty technology war.
Mobile WiMAX and LTE News analysis 22
will have to coexist one Nokia had an impressive start to the year, first
day but, as they each revealing that it had gained a much coveted 40 per
seem to have one eye on cent share of the handset market, then announcing
the other’s territory, their that it had acquired Linux developer Trolltech for
relative strengths are $153m. Over in the US, some innovative data
under industry scrutiny. services could herald a relaxation of carriers’ walled
gardens, while Informa Telecoms & Media reveals
social networking might make a successful leap from
online to mobile

INTERVIEW

In his first interview since becoming Group CTO of 33

Vodafone, Steve Pusey talks about the breadth of
the role, his technology choices and a high speed roll
out in India.

COMPANY PROFILE

ZTE 41
According to one analyst firm ZTE won more network
contracts than any other vendor in 2007. It looks
like the company has its sights set on more growth
in 2008

COUNTRY PROFILE

South Korea 45
Arguably the most advanced mobile market in the
world, South Korea is set for more groundbreaking
changes in 2008.

FEATURES
54 | CUSTOMER OWNERSHIP
The struggle for customer ownership took an interesting turn in 2007, with several LTE v WiMAX 48
major league non-carrier brands nailing their colours to the mast. Customer ownership 54

THE INFORMER

It seems some people have been speaking out of 60

turn on the thorny issue of FDD mobile WiMAX.
The Informer whipped up a bit of a storm in January
when he published some predictions made by those
close to the situation.

Telecoms.com just got smarter.... Subscribe to MCI today!

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Visit www.telecoms.com www.mobilecomms.com

Mobile Communications International | First for news, best for business 03


Life begins at 40
E
okia has long proclaimed its desire to
secure a handset market share of 40
per cent. In Q4 2007, if the firm’s own
estimates are correct, it finally achieved its
aim. When the official, independent figures
for the final quarter of last year come in, we’ll
probably find that Nokia’s portion of the
market is larger than the combined share of
Samsung, Motorola and Sony Ericsson, which
occupy second, third and fourth place in the
handset table respectively.
It’s difficult to see how Nokia’s lead—Q307
figures from Gartner put Samsung at 14.5 per
cent—could be assailable. The scale that it
has built in low-end handsets for emerging
markets—and the prices that such scale
enables Nokia to charge—are effectively
self perpetuating. Samsung has made noises
about wanting to compete with Nokia in the
low-cost market but the volumes elude the
Korean player.
Like so many sporting competitions, the
most interesting battles in the handset
market look set to take place lower down
the rankings. Motorola has slipped below
Samsung and it’s not inconceivable that the
problems its handset unit is suffering could
see it lose another place. Sony Ericsson has
been making pledges to attain top three sta-
tus for some time now, and is on the up.
And like so many sporting titans, global
domination is Nokia’s to lose rather than
one of its competitors to take. The Finn
looks safe.
Motorola’s latest round of disappointing
results (see this month’s News Analysis) led
Ovum to suggest that the firm really does
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EDITORIALFEBRUARY08
mike.hibberd@informa.com
need to be broken up—a strategy that has EDITORIAL
Editorial Director
been advocated by rebel shareholder Carl
Mike Hibberd
Icahn on several occasions. The major obsta- Deputy Editor
Sean Jackson
cle to this strategy, it would seem, is finding
Contributing Editor
somebody who would want to merge with, & Newsdesk
James Middleton
or acquire, the handset division. A Chinese
Associate Editor
vendor is probably most likely. Vaughan O’Grady
Correspondents
Last year, if there was a noise being made
The Informer
in the handset market, it was usually being Tammy Parker
Christine Perey
made by Apple. Strategy Analytics reckons
that the iPhone creator secured market Editorial enquiries:
Mobile Communications International Editorial
share of 0.6 per cent in Q4 last year. Nokia
Mortimer House, 37-41 Mortimer Street London W1T 3JH, UK
need not worry just yet, but that perform- Tel: +44 20 7017 5495
Email: sean.jackson@informa.com
ance—0.6 per cent with only one model for
a newcomer to the industry—is no disgrace WORLDWIDE MEDIA SOLUTIONS
for Apple. The Californian manufacturer Account Managers
Tim Banham
will be in the top ten handset vendor lists Michael Butcher
by the end of the year, according to Strategy
West Coast USA:
Analytics’ forecasts. Tim Banham
Still there’s an awfully long way for the firm Email: tim.banham@informa.com
to go before it can match what is a massive Japan:
achievement from Nokia. That four in every Media Communications Inc.
Tokyo Real Takaracho Bldg., 4-2-1 Hatchobori,
ten handsets sold worldwide in the final Chuo-ku, Tokyo 104 0032, Japan
quarter of last year carried the Nokia brand Tel: +81 (0)3 3523 2600 Email: timmis@mcijapan.com
is probably something that no other vendor All advertising enquiries to:
will ever match. MCI Media Solutions,
37-41 Mortimer Street London W1T 3JH, UK
Tel: +44 20 7017 5218 Fax: +44 20 7017 5647
email: tim.banham@informa.com
PRODUCTION
Design & Production Manager
Joanne Lowe
Production Controller
Nikki McEllin
HEAD OF MARKETING
Sophie Burdajewicz
Email: sophie.burdajewicz@informa.com
PUBLISHER
Ed Tranter
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Mobile Communications International | First for news, best for business
WCDMA

FROM THE SILICON VALLEY OF THE EAST.

Can’t make ZTE launches the smallest base station in
the world, ZXWR R8840.
the space The radio unit has a volume of only
bigger? 19 litres and weighs just 16.5 kg. Easy to
install and saves expensive space.
In addition, you get 33% efficiency rate,
Then make meaning you cut power consumption to half
Now, we are ready to serve you.
ZTE is China’s largest listed telecom
vendor, providing comprehensive telecom-
munications equipment and network
solutions all over the world.
We deliver innovative, custom-made
products and services to customers in more

the equipment compared to traditional base stations,

reducing your cost further.
than 120 countries, helping them achieve
continued revenue growth and shape the
smaller. ZTE offers you a full range. Our micro future of the world’s communications.
base stations, macro base stations, RRU, Visit www.zte.com.cn or contact your
and Home NodeB all give you powerful local ZTE office to know more.
coverage under all circumstances.
Our 3G-WCDMA solutions are used
in more than 20 countries. They are used in
R99, R4, R5, and mixed 2G/3G networks,
and in solutions supporting HSDPA.
NEWS FEBRUARY2008

Search our archive at: www.telecoms.com

J anuary’s ten most viewed g`Zf:_`glem\`cj

articles on
Yahoo makes mobile move
Nokia slashes 2,300 jobs, closes
German factory
Hackers get Google’s Android to run
on hardware
Intel looks to ultra mobile future
Sprint to launch WiMAX end-April
Jobs catches Air at Macworld; updates iPhone
iRiver preparing to intro media phone
Sony wheels out own wireless transfer tech
Android debuts on HTC device
Nokia faces backlash over German
plant closure
To stay up to date with the latest news,
register at www.telecoms.com
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CBOSS in Germany
MVNECO GmbH, a German mobile virtual
network enabler, has selected CBOSS Cor-
poration for the full outsourcing and mainte-
nance of its end-to-end convergent industrial
IT infrastructure.
Mobile service penetration in Europe has ex-
ceeded 100 percent long ago. Telecoms are
furiously competing for subscribers, striv-
ing to provide individualized services rather
than using traditional customer acquisition
schemes continuously becoming more ex-
pensive. At the same time, the market is wit-
nessing active development of niche service
providers, the so called MVNOs, mobile
virtual network operators that sell services
under their own brands, using networking
resources of large mobile network operators
(MNOs). As a rule, MVNOs, in contrast to
large telecoms, place greater focus on service
personalization working in niche segments
rather than in mass markets and preferring to
deliver convergent service bundles.
In addition to MVNOs and MNOs, there is
another player in the telecommunications
market. Mobile virtual network enablers
(MVNEs) mediate between MVNOs with
comparatively small subscriber bases and
larger MNOs. The scheme suits both. MNOs
benefit from the more efficient use of existing
network resources and lower customer acqui-
sition cost. Moreover, instead of working with
dozens of MVNOs and constantly resolving
integration issues, an MNO receives an op-
portunity to bring down operational costs,
interacting with one or two MVNEs and leav-
ing it to them to re-configure their platforms
to the specifics of different MVNOs. On the
other side, MVNOs can concentrate on serv-
ice promotion, leaving technical issues to
MVNEs.
In the growing B2B virtual network market
MVNECO GmbH selected to be an MVNE
that offers MVNOs the whole range of man-
aged IT services ranging from provisioning
and maintenance of the entire IT infrastruc-
ture to integration with MNOs, implementa-
tion of complex business requirements, and
development of perfectly balanced service
bundles. The interaction with MVNEs allows
virtual operators to reduce capital expendi-
tures and business start-up time, while effi-
ciently using the telecommunications exper-
tise and convergent solution of the MVNE.
MVNECO’s main goal is to provide MVNOs
with the MNO-level quality of services and
minimum customer acquisition and support
cost per subscriber. To achieve the goal, the
company needed a solution capable of sup-
porting several virtual operators on a single
shared platform, which means separate ac-
Advertisement Feature
cess, tariffs, services, etc. for each MVNO.
Selecting the solution, MVNECO also paid
particular attention to its reliability, integrity,
convergence, and ability to automate custom-
ers’ any business process associated with pro-
visioning of mobile, fixed-line and value-added
services. In addition, the company was keenly
interested in the outsourcing of the solution to
reduce time-to-market and business risks.
Acting as a single provider of the entire IT in-
frastructure, CBOSS Corporation not only pro- WOLFGANG KOHL, MANAGING DIRECTOR.
posed the solution fully meeting MVNECO’s
requirements, but also implemented its full out- “The CBOSS solution fully meets require-
sourcing and maintenance in Managed Service ments of the MVNE business. It is very reli-
mode. The project was launched in CBOSS’ able, highly scalable, and has low TCO, which
state-of-the-art technopolis located in Helsinki, makes it the ideal choice for us”, said Wolf-
Finland and allowed MVNECO to minimize gang Kohl, Managing Director at MVNECO
capital, time, and HR costs. The solution gave GmbH. “It is also remarkable that the solution
the company an opportunity to effectively man- has been deployed in record time”.
age its resources and from the very beginning
to concentrate on relations with customers, MVNECO GmbH is a headquarted in Düs-
which is especially important when entering the seldorf, Germany, virtual mobile network
market featuring relatively low profitability and enabler (MVNE) provisioning operations of
fierce competition characterizing today’s Euro- European mobile virtual network operators
pean telecommunications market. (MVNOs).
The kernel of this hardware-software solution
is the real-time convergent prepaid billing CBOSS Corporation is a world leader in
system CBOSSrtb built on the HP NonStop the development of innovative convergent IT
platform featuring unsurpassed reliability. solutions for end-to-end automation of tel-
CBOSSrtb enables independent management ecommunications enterprises, delivering a
of subscriber bases, tariffs and business rules competitive edge to telecoms on all inhabited
of several MVNOs operating in different tel- continents.
ecommunications standards. The system sup- CBOSS Corporation offers the full range of
ports GSM, TDMA, CDMA, GPRS, and 3G equipment, system and application software
on a single platform. MVNECO is planning and professional services, including con-
to enable operations of GSM, UMTS, and sulting, turnkey implementation, technical
PSTN operators. support, staff training and IT outsourcing,
MVNECO’s solution also includes various providing telcos with guaranteed operations
value-added products and mediation systems quality while minimizing operational and
such as the external resources management capital expenditures.
system CBOSSmdDrive, Internet platform CBOSS can supply operators, service provid-
CBOSSip, messaging centers CBOSSsms, ers and MVNOs with all components of IT
CBOSSmms, CBOSSussd, call management infrastructure and/or services, as well as with
systems CBOSSmissedCall and CBOSS- full-scale outsourcing options, providing a re-
callback, and assisting intelligent peripheral liable single point of responsibility.
CBOSSaip, enabling implementation of voice
menus for different services. For details, please visit www.cbossgroup.com
The CBOSS solution allows MVNECO to
provide its customers with:
• Convergent billing
• Free choice of functionalities and services
• Attractive prices: the service provider’s
costs are optimized as the single platform
is shared by several operators
• Unsurpassed reliability
• Fast time-to-market: less than 5 months to
start the first MVNO, including the integra-
tion with the MNO’s network and launch of
services.
NEWS FEBRUARY2008
Search our archive at: www.telecoms.com
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With NXP Semiconductors as your partner in mobile, you get everything you
need to deliver your best handsets yet. Our highly efficient, highly integrated
system solutions support current and upcoming telecom standards, seamlessly
share content through a wide range of connectivity interfaces and even enable
mobile payments with NFC. Since we GCF/PTCRB and IOT test every one of
our systems, you have the confidence of proven reliability. What’s more, all our
single-chip and system solutions, from entry-level ULC to high-end 3G,
integrate best-in-class multimedia functions without an external processor,
so everyone can have a better mobile experience.

NXP has the number 1 position in: • Power-management ICs for personal
• EDGE system solutions media players
• USB for mobile and portable • Near Field Communication
• Speaker systems for mobile phones technology
• FM radio ICs for portable • Software solutions for mobile
applications multimedia

What if you could deliver a better

mobile experience - today and
tomorrow?
NXP develops vibrant media technologies that help bring your ideas
to life. Our innovative solutions enhance images, sharpen sound and
simplify information sharing. Find out more about NXP’s solutions for
mobile on our website

www.nxp.com/ad/mobile

What if you could

NEWS FEBRUARY2008

Search our archive at: www.telecoms.com

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encoding mechanism in
the SMSC...”

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birthday of the SMS
“Yahoo’s Beta needs
major repairs. Google,
however, has by far
advanced into mobile
applications and even the
Beta products are usually
better than Yahoo final
products...”
Asaad Alnajjar, on test-
ing Google and Yahoo’s
mobile web service
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12
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Global wireless location solutions.
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Advertisement Feature
Smooth Upgrade & Natural
Convergence
1. General Introduction of SDR
In the traditional network evolution from
GSM to WCDMA, two network elements
are parallel existing: Operators have to
prepare for the associated equipment as
well as the transmission, power supply,
site room and air conditioner etc. To fully
consider the reduction of the associated
equipment and O&M cost, there have
been existing three kinds of solutions
which are: 2G/3G cabinet sharing; 2G/3G
boards mixing and SDR solution. For the
first two solutions, 2G and 3G can share
rack, transmission, power supply and site
room but still bring some problems. In
the solution of 2G/3G cabinet sharing, the
resources between modules can’t be shared;
the transceivers and PAs are separated. In
the solution of 2G/3G boards mixing, the
radio frequency channel resources can’t
be shared; the unified scheduling between
boards is difficult to be implemented. The
SDR solution is a final perfect way to
2G/3G evolution. It can totally share all the
hardware resources so as to save TCO of
network construction. And even take the
future HSPA+ and LTE into consideration,
the SDR solution also can maximize the
usage of existing resources.
SDR is the short cut of Software
Defined Radio. It is a kind of technology
by means of software and be able to
perform the same function including the
RF operating parameters. SDR can help
to share the unified hardware platform
and to convert the technology standards
only by software control. Depending
on SDR technology, the 2G and 3G can
be integrated in one BTS or terminal
device. Multiple technology standards,
for example, CDMA, GSM, WCDMA
and WiMAX can be chosen by software technologies, thereby to lower the R&D
definition. cost and reduce the products development
period. The SDR platform covers many
2. Benefits from SDR markets: the air interfaces and frequency
SDR technology is a renovation in the bands so as to be fully compatible with
wireless telecommunication field. It multiple technology standards. SDR
can be greatly adopted in the different products are mainly modulized and capable
mobile telecommunication standards. of upgrading services, features and security
The SDR technology can better embody mechanisms. With the SDR technology, the
the “interoperability” concept to support manufacturers can enhance the quality and
multi-band and multi-standard wireless stability of products.
communications systems.
For operators, SDR can help them to 3. ZTE SDR System Solution
upgrade the system to the latest version ZTE is a pioneer in the SDR technology
without any hardware change so as to development. In Q2 2008, ZTE will
save TCO. Operators are able to roll out commercially release serial SDR products.
new services tailored to the various tiers ZTE SDR products are developed on
of users on a common hardware platform. the base of the μTCA platform, which
Meanwhile, it can reduce the investment are modular and distributed architecture
risk for operators which means simpler, design. The products have the character
faster “test marketing” of new services of high integration and density. ZTE SDR
and “differentiation” from other operators. products, by software upgrades, can satisfy
The deployment of SDR equipment can GSM/WCDMA-HSPA/CDMA1X EVDO
help operators
to abstract the
“service provider”
role from the
“network provider”
role, which can
create substantial
new sources of
revenue.
For the
manufacturers, the
adoption of SDR
technology can
hide technology
and mitigate
issues associated
with developing
for different

/ WiMAX standard conversion such that
operators can easily expand, manage and
maintain their communication systems. In
this case, the TCO of network construction
can be effectively reduced. The following
figure shows ZTE series Node B
developing.
ZTE series SDR products include dual-
mode RNC and series SDR BTS. In dual-
mode RNC, BSC and RNC are installed in
the same cabinet to save equipment room
and OPEX. ZTE series SDR base-station
products consist of indoor and outdoor
BTS, BBU and RRU. The base-band unit
supports GSM/WCDMA/CDMA and the
radio unit supports multi-band, as shown in
the above figure, BB means base-band unit
and RU means radio unit. The combination
of different BBs and RUs brings different
type of SDR BTS.
Large Capacity, Multi-band Supporting
In the dual mode of GSM/WCDMA, one
macro BTS can maximum support 12CS
and 24TRX. In the single mode, GSM or
WCDMA, it can support 36TRX or 12CS.
The series SDR products support multi
frequency bands including 850M, 900M,
1800M, 1900M and 2100M. One BTS
normally contains 6 RF modules, each of
them supports 1 WCDMA carriers and 4
GSM TRX. With large-capacity and multi-
band capabilities, the system ensures a
smooth upgrade and a CAPEX reduction.
High Efficiency Power Amplifier
ZTE SDR products adopt the inimitable
DPD plus Doherty PA technology which
makes PA efficiency reached 33% now and
50% in future. With the high efficiency
PA, the RF module has the lowest
power consumption. The 640W power
consumption of a S111 configuration
in WCDMA mode is only half of the
traditional BTS. The performance of lower
power consumption can help operators
effectively reduce the future network
operating costs.
Unified μTCA Platform, Multi-Mode
Implementation
The base-band units of ZTE SDR products
Advertisement Feature
are designed on
the basis of unified
μTCA hardware
platform. The
board’s bandwidth
of μTCA platform
is as high as
40Gbps. Each
telecommunication
channel supports
1.25Gbps. The
BBU with unified
μTCA hardware
can connect with
radio modules by
the topology of
star, chain and loop
networking. The SDR products have the
Experienced 2G/3G Interoperation
same hardware structure and can satisfy
ZTE is experiential in providing 2G/3G
GSM/WCDMA-HSPA/CDMA1X EVDO /
convergence solution. The SDR products
WiMAX standard conversion by software
are totally compatible with the released
upgrade. The adoption of ZTE SDR BTS
traditional products. ZTE has taken the
can help operators reduce construction and
compatibility of different interfaces with
management cost, and makes a foundation
2G mainstream manufacturers. ZTE can
for the smooth evolution and convergence
provide the most comprehensive end-
from 2G to 3G.
to-end 2G/3G solution that includes
network planning, designing, construction,
Smooth Evolution, Lower TCO
optimizing, numbers allocation, etc.
ZTE SDR products are capable of meeting
the requirements of GSM/EDGE/CDMA/
High Performance of HSPA, Natural
WCDMA/HSPA mixed networking and
Convergence
the spectrum sharing. The spectrum range
ZTE SDR products totally support
of ZTE SDR products is from 850MHz
HSPA functions. In each cell, 64 HSDPA
to 2100MHz which ensures multi-bands
subscribers can access at the same time,
sharing. For example, if the operator owns
the peak downlink speed is up to 14.4Mbps
GSM900/1800 and UMTS2100 network,
and peak uplink speed is 5.76Mbps.
two kinds of BTS hardware can be replaced
With the high performance of HSPA, it
by one SDR BTS. The SDR products
can help operators carry out high speed
support co-frequency networking and
data services. Meanwhile, all the SDR
different frequency networking. For the co-
BTS have HSPA+ and LTE functions in
frequency mode, UMTS900 and GSM900
hardware. They can software upgrade to
can be fulfilled in one SDR BTS, as
support HSPA+ and LTE in future.
shown in following figure. The traditional
GSM900 BTS is replaced by the SDR BTS,
the co-frequency dual-mode SDR BTS will
be running after the GSM evolution. And if
needed, the co-frequency dual-mode SDR
BTS will become the UMTS900 Node B in
future. For the different frequency mode,
UMTS2100 and GSM900 also can be
fulfilled in one SDR BTS, as shown in the
following figure.
FEBRUARY2008
HANDSETNEWS
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 FEBRUARY2008

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FEBRUARY2008

HANDSETNEWS

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20
 ?
Do you have
the right timing

RAD enables
For all-IP cellular networks you to take advantage of
The evolution to all-IP cellular networks is picking up pace, all-IP technology today.
driven by industry efforts to address synchronization over
packet issues. For Ethernet to be a viable backhaul technology Learn How at the
for 2G/3G voice services, carrier-grade RAN backhaul solutions Mobile World Congress in
are required to deliver a combination of QoS/CoS transport Barcelona, February 11-14
guarantees, full functioning pseudowire capabilities and
Hall 1, Stand 1D-01
standardized timing distribution protocols (e.g., IEEE 1588v2,
NTP) that meet G.823/G.824 requirements.

With over 60,000 pseudowire ports already deployed, we

bring vast field experience and expertise to provide you with
the most bandwidth-efficient, high performance clock recovery
solutions for voice and data service delivery over PSN.

E-mail market@rad.com www.rad-cellular.com The Access Company

 NEWS ANALYSIS
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Mobile Communications International | First for news, best for business

Redefining
Mobility:
The Connected Life
At Cisco ®, we believe that mobility is not about specific
devices, technologies or services. It’s about people being
able to move freely throughout the world while maintaining
continuous connectivity to others using a device of their
choice.
Cisco is uniquely positioned to help service providers with
near-term relief and long-term business success with a
comprehensive vision for mobility — to provide intelligent
solutions and approaches that help service providers deliver
experiences to people as they go about their Connected Life.
Never before has it been so important that all content and
data be delivered instantly across technologies to users
globally. Cisco offers solutions across all segments -
consumers, small to medium-sized businesses and large
enterprises - that work together in a virtual environment
delivering a high-quality and coherent mobile experience.
To see how, let’s take a look at a typical day in the life of
a family living a ‘Connected Life’. We join our connected
family at daybreak with mum and dad getting a head start
on work before breakfast; checking e-mails and voicemails
and possibly even handling a quick videoconference or two
with work contacts in different time zones, all over the home
network .
On this particular day, the younger of the family’s two
children is starting at nursery and is understandably upset
to be parted from her parents. It is not easy for the parents,
either, but thankfully they can watch how she settles in using
a webcam stream delivered to their mobile phones from the
nursery.
Finally arriving at the office, mum is just in time for a face-to-
face meeting with the team boss, who at that point happens
to be on the other side of the country. The update is able
to go ahead, though, thanks to three-dimensional Cisco
TelePresence service connections.
© 2008 Cisco Systems, Inc. All rights reserved. Cisco, the Cisco logo, and Cisco Systems are registered trademarks or trademarks of Cisco Systems, Inc. and/or its affiliates in the United States and
certain other countries. All other trademarks mentioned in this document are the property of their respective owners. The use of the word partner does not imply a partnership relationship between
Cisco and any other company.
The Connected Life
On the way back from school the youngsters browse through
the latest video recommendations from their friends,
watching on seat-back screens as the films are streamed
over the mobile network . Arriving home, the streams transfer
seamlessly to the home entertainment system so the children
can carry on watching. After dinner, the Cisco TelePresence
service allows the family to invite friends over for the evening,
even though they maybe in other countries.
There you have it: a normal day in which mobility allows
extraordinary things to happen and demonstrates how the
notion of mobility is changing:
™It encompasses a much wider range of concepts than
those currently considered to be within the traditional
definition of mobility. Cisco TelePresence, for example,
becomes a mobility application because of its ability to
bring people together without them moving
™It is intelligent, seamless and secure with the network
sensing a shift from one environment to another and
switching the connection to new devices accordingly –
in essence the network moves with you, rather than you
having to modify your behavior for the network
™It leverages the best of fixed and mobile infrastructures,
delivering a coherent mobility experience wherever you
are
One thing that this future mobility scenario is not, however,
is science fiction. Each and every one of the aforementioned
applications is feasible right now and will affect users around
the world.
By using our core expertise in Internet Protocol, Cisco helps
service providers transform their networks into a powerful
tool for collaboration, helping to empower people to use
virtually any device and remain connected and productive.
Mobility is becoming a word that defies definition; it is, in
essence, a critical characteristic of nearly every network
experience.
 NEWS ANALYSIS
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tammy.parker@informa.com
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Mobile Communications International | First for news, best for business
 The Mobile Web in 2008

The Mobile Web in 2008

Jeff Spagnola
VP Service Provider Marketing, Cisco

The Internet and Mobility have been the two biggest trends in the communications industry over the last several decades and
both are now on a clear collision course. Companies are also starting to collide as the legacy mobile handset world has to deal
with the likes of Apple and Google. It will be interesting to see how this plays out being that these two industries have so little in
common.

™The Mobile world tends to be fairly closed: operators are in control, voice is the primary app, there is limited innovation, and
end users are controlled through subsidized phones and early termination agreements. The mobile industry also seems to
be hitting saturation in much of the developed world.

™The Internet world is very open, end users are in control, there are many different types of applications, lots of innovation,
and customers stay because they like what they get.

How will these two industries come together? Here is my top 10 list for the mobile Web in 2008:

1 Everything starts with the device. With the arrival of the iPhone, we
have the world’s first truly useful mobile computer with a modified MAC
OS X operating system, a Safari Web browser, and a very innovative UI.
Compelling new devices from other vendors are certain to follow and will
allow the world to finally embrace a truly useful mobile Web experience. In
time, most Internet access will be via mobile devices (not the PC). Look for
a tremendous amount of innovation in the mobile device space in 2008.
6 Lots of gateway capacity required. Today, most mobile traffic is circuit
switched voice. That will change as networks begin the migration to all
IP end-to-end. EVERYTHING will then go through the IP network , which
implies much bigger packet gateways (GGSNs, PDSNs, and ASN GWs).
Next-gen packet gateways need to have at least two to three orders of
magnitude more capacity and be even more reliable. Look for larger and
more robust mobile GWs in 2008.

2 The mobile Web will need apps….and lots of them. Developing apps
for the mobile world is more challenging then in the wired world as there
are more OS options. In 2007, we saw Apple and Google join a list that
includes Windows Mobile, RIM, Symbian, Linux, and Palm. The Google Android
option promises to be the most open of all. The big question here is just
how much traction they will get in the market?
3 Need bandwidth... and lots of it. In the voice world, the average user
consumes about 12 kbps. As we move to a mobile Web experience,
consumption will increase by between one and two orders of magnitude.
Where will that bandwidth come from? New modulation technologies
(like OFDM) and antenna technologies (like MIMO) will help. Auctioning off
analog TV bands is another possibility. However, to really increase the
bps per square kilometer we will need smaller cells... much smaller cells.
Options here include femtocells and WiFi.
4 FMC = femtocells or WiFi. Femtocells offer a very compelling solution to the
challenge of delivering a lot more bandwidth without a lot more cost. It
accomplishes this by creating a very small UMTS cell that covers an area
about the size of the average home. The home unit would cost around
$100, connect to the mobile network via broadband links (DSL or Cable)
and the Internet, and support all standard UMTS mobile devices. The
subscriber would get a vastly enhanced user experience and the operator
doesn’t have to pay for power or backhaul. Everyone wins! Look for this
technology to rollout in 2008.
WiFi also has great potential in enabling the mobile Web. This technology
has struggled in the mobile world as operators have never cared for
WiFi. But things are starting to change. As operators have become more
positive about WiFi, it has started to appear on more devices. WiFi is
the world’s most popular indoor RF technology and has a great future in
mobile devices.
5 MIMO and OFDM offer great promise in increasing the airlink efficiency.
These technologies will be implemented first in Wimax networks. Success
here will play a crucial role in pushing the 3G world more rapidly toward
OFDM and MIMO in the guise of LTE. The future will see UMTS/LTE as the
dominant licensed RF technology for paired spectrum and Wimax will hold
the same position for unpaired spectrum. Wimax should start to gain a
solid foothold in 2008 with such high profile deployments as Sprint-Nextel
Xohm network which is set to rollout in selected US cities.
7 Mobile networks need to “open up” in order to enable the mobile Web.
Closed architectures worked in the voice world where there was really
only one application that mattered. Such a closed approach will NOT work
in the mobile Web where we will see thousands of companies developing
all sorts of new applications. We can trust that the Web 2.0 community will
try EVERYTHING and the market will decide what works and what doesn’t.
The “open” Internet business model has always been a bit unsettling to
mobile operators as it is difficult to monetize. Tim O’Reilly, in a recent Op
Ed piece in the NY Times, made the case that open systems engender a
“winner takes all” environment. History would seem to back that up. His
argument implies that whichever operator can master the new world of
the mobile Web can win.... and win really BIG. VzW is starting to move in this
direction. We will see the mobile operators struggle with this transition in
2008.
8 The enterprise will be a key constituent in the mobile world. RIM’s early
lead is now being challenged by Microsoft with their recent Mobile Device
Manager release. Device management is crucial to a successful enterprise
deployment and the vendors that get this right will do very well in the
market. Today, most of these systems are optimized for a specific OS. A
great opportunity going forward is to develop a multi-OS mobile device
manager. A variety of different vendors are chasing this opportunity.
9 The emergence of mobile Web will create all sorts of backhaul
challenges. As all traffic moves to IP, look for technologies like metro
Ethernet to become the primary mechanism for cost effectively
backhauling the huge amount of traffic that these networks will generate.
10 IPv6’s time may finally have come. The emergence of mobile Web and
the huge number of people worldwide that will be introduced to the Web
via a mobile device should finally overwhelm IPv4’s much more limited
address space. IPv6 offers all sorts of added capabilities that make it very
compelling in a mobile environment, including the potential to separate
a user’s location from their identity (one of the big limitations of IPv4 in a
mobile environment). Look for lots of IPv6 related activity in 2008.

© 2008 Cisco Systems, Inc. All rights reserved. Cisco, the Cisco logo, and Cisco Systems are registered trademarks or trademarks of Cisco Systems, Inc. and/or its affiliates in the United States and
certain other countries. All other trademarks mentioned in this document are the property of their respective owners. The use of the word partner does not imply a partnership relationship between
Cisco and any other company.
 NEWS ANALYSIS
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communication without bounds

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 NEWS ANALYSIS
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PoWer Me
Mobile

INSTANT MESSAGING EXPERT ALLEN SCOTT ANSWERS QUESTIONS FROM THE
INDUSTRY ON HOW TO MAKE A SUCCESS OF THE SERVICE IN A MOBILE ENVIRONMENT.
By some estimates, mobile instant
messaging (MIM) traffic volumes could
exceed those of SMS within four years. A
hugely popular desktop application, the
potential of IM on mobile phones has
been talked about for many years. But
it has been slow to gather momentum,
with traditional SMS proving sufficient
for many people’s needs.
In this edition of The Debate, Allen
Scott, general manager, NeuStar Next
Generation Messaging, responds to your
questions about the strengths of MIM
and the opportunities that await it in the
market place. If you have any responses
to the discussion you see here, please
feel free to email me on mike.hibberd@
informa.com.
What has changed that will drive users
to MIM?
LL, HP Opencall
AS: Mobile IM faced similar issues to
MMS, WAP and Video: confusing pric-
ing and being technology-driven rather
than focused on the end user.
It seems some of these lessons have
been learned and, with the focus now on
the customer, with simpler pricing and
a simpler end-to-end user experience,
there is no doubt that it is set to take off
in a big way in 2008.
In the latter part of 2007 we saw sever-
al operators announce impressive num-
bers on mobile IM. 3 UK announced
more than a billion mobile IM’s sent in
less than a year and Vodafone Portugal
announced early success, with 100 mil-
lion IMs on its service.
NeuStar currently manages around
half a billion mobile IMs per month
and this number is growing rapidly. The
reality is that users are using the service
today and operators are benefiting from
the revenues today.
Like any mobile service, IM will be
driven by simplicity and intuition. We
did not have to show people how to text.
They just received one and sent one back.
Operators that make it easy for users
30
to discover and use the service enjoy
success. Pricing strategy, handset sup-
port and marketing communications all
play their part. Perhaps most critical is
the viral nature of mobile IM. Like text,
you receive one and immediately want to
engage in the experience.
With half a billion users of PC IM—
and more than that number connected
to a mobile—operators offering the serv-
ice, there is every reason to be optimistic
about the chances for mobile IM.
According to a recent KPMG survey, the
thing customers most value is attractive
pricing for the service provided.
For instant messaging, what is the main
incentive for customers to adopt the service
and what is the recommended business-
strategy to pursue, including pricing issue?
HP, MTS-Ukraine
I am very curious about the business
model that will drive uptake of mobile
IM. We (our company) have attempted
adopting the monthly licence model
but have had very limited success. Any
insight will be invaluable.
BA, Mobileculture Nigeria (content
provider)
AS: Pricing is clearly critical. Opera-
tors are under constant price pressure,
meaning that they need to develop
innovative new services to recoup some
of the revenue lost as services like voice
and text mature and become subject to
greater price pressure.
This is leading to a move away from
per unit billing. With the development
of text message bundles, mobile users
are getting more used to a monthly serv-
ice cost and less accepting of per unit
billing. The development of fixed rate
tariffs for data is further evidence of this
trend and this is good news for mobile
IM and services like it.
We are seeing a number of different
business models and pricing strate-
gies succeeding. Some operators are
Mobile Communications International | First for news, best for business
with
putting bundles of messages together,
some are charging a monthly access fee.
TIM in Italy has approached pricing by
offering a short trial period for free and
subsequently charging a monthly access
charge. Alternatively subscribers can
pay a nominal cost for access for one
day. UK carrier 3 has offered the service
to pay monthly customers for free.
Of course it is impossible to general-
ise as there will be a number of variable
issues for every operator, from com-
petitor’s pricing strategies to cultural
differences. However, from independ-
ent research we carried out to see what
consumers’ expectations are with pricing
mobile IM; many think there will be hid-
den data charges that will appear on their
next bill. Operators need to segment and
target the right users and clearly commu-
nicate how they will be charged upfront.
At Informa’s MIM event in Amsterdam,
NeuStar mentioned that it envisions
operators would best benefit from a
single messaging client that provides
instant messaging and content sharing
among mobile subscribers as well as to
members of internet communities like
MSN and Yahoo.
While clearly ideal for the end user,
wouldn’t such a move stop the internet
brands from making money? Communi-
ties need control of the end user experi-
ence in order to sell parts of the screen
to advertisers. As far as I know this is
the main reason why Windows Live
Messenger (MSN) does not back that
strategy. What’s your take on this?
MB, Acision
AS: I am a firm believer that what is ideal
for the end user should not be compro-
mised by existing business models. To do
so will lead to user frustration and either
the failure of new services or the slowing
down of uptake. Then everyone loses. If we
deliver what is ideal for the end user there
will be ways to generate revenue. We might
just have to think harder how to achieve it.
Thinking back to the early days of the

internet, AOL built its business at first
on a “walled garden” of content. But that
was not what people wanted and it was
not possible for AOL to stop people get-
ting what they wanted, so their business
model evolved.
Our vision within NeuStar is a world
where people can message each other
regardless of service provider, network
or location. Of course it will take time
to achieve that, but the lesson of SMS
cannot be forgotten. How much revenue
would operators be making out of SMS
now without operator interoperability?
NeuStar is working on a long term vi-
sion of an Interaction Framework. This
starts life today as a presence enabled
address book but will become so much
more. It will become a central location
for a mobile user to access all his differ-
ent communities.
Like everyone else, I use a number
of different tools to communicate with
people: IM, SMS, voice, email, social
networking sites and others. On each
occasion I consider my context and the
context of the person I am communi-
cating with and make decisions based
around that.
I am a member of LinkedIn for busi-
ness networking but Facebook for social
interaction. I may want to keep, for ex-
ample, my gaming or dating community
closed and manage what information
that community sees about me. They
are examples of different communities
which I can manage personally. This
human behaviour will not change, so at
NeuStar we have tasked ourselves with
making it as easy as possible for people
to access their communities from one
place within the mobile phone, and
secondly to make it as simple as possible
for people to communicate within and
between communities.
By developing this framework for
contextual communications, we believe
people will interact more, providing new
opportunities for all parties to gener-
ate revenues and creating choice for the
consumer.
Mobile Communications International | First for news, best for business
MIke Hibberd
Editorial Director, MCI
Users want to access established IM and
social network services like MSN, AOL,
Yahoo, Skype, MySpace and Facebook.
Technologies like Wireless Village and
IMS are completely opaque to them:
They know the brands and that their
buddies are there, they don’t give two
hoots for technology. Clearly they don’t
want to switch operator just to get IM.
Every carrier should provide this.
So, how will you ensure that users get
what they want, and still secure a sizeable
revenue for operators? Is IM really a threat
to SMS, or is it just an industry-wide scare,
that both operators and equipment pro-
viders (which want to sell IMS and other
telecom-only stuff ) nurture?
AB, Abiro
AS: Two questions are raised here. First
is the issue of the user experience, which
is absolutely critical to the mobile indus-
try in 2008. The second is the question
of whether IM is a threat to SMS.
You are right to highlight that users
don’t care for technology. It has to work
and work the way they want it to and
that is that. If they already have their
friends in an existing community such
as Windows Live, Yahoo or Facebook
they shouldn’t be penalised to get access
but it should be given to them in as
simple a way as possible. I think this will
be a key issue for the industry this year,
driven partly by the iPhone offering an
alternative user experience, but mostly
by users who have already had one high-
ly featured phone and may be reluctant
to buy another unless someone can give
them a better reason than more pixels,
more features, more complexity. The
technology needs to just work and this is
one of the reasons why NeuStar focuses
so much on understanding people and
how they interact with technology when
bringing services to market.
Is IM a threat to SMS? SMS has been a
huge success. Operators have benefited
from the revenues for many years. Now
the service has matured and become
Allen Scott
General Manager, NeuStar
more price sensitive. Operators know
that, despite more SMS messages being
sent, lower revenues are being generated.
Whilst SMS will continue to contribute
significant revenues for the operators this
will and has in some markets started to
decline. This revenue has to be replaced
and it is a short term view to disregard
anything that helps to replace it.
So I do not see IM as a threat to SMS,
quite the opposite, because IM can help
to grow messaging ARPU. There is also
some evidence with some operators that
users send more text messages after they
start using IM. This is because IM con-
versations often lead to private SMS and
voice exchanges amongst participants.
How do we ensure users get what they
want and still secure revenues for opera-
tors? By delivering compelling services
that have been well thought out and solve a
human need. I believe mobile IM does this
today and with our Interaction Framework
NeuStar is best placed to do so in the future.
Will Instant Messaging make it easier
for spammers to find and target you
with their advertising messages?
IvN, Telecom Namibia
AS:Spam will always be a problem. As
long as one person in a million responds
to a Viagra email, the emails will con-
tinue to turn up.
In an enclosed environment like IM I
actually think it is less likely that people
will be spammed. I get the occasional
text spam but rarely receive IM spam,
indeed if I did I would not respond or
close the conversation. While mobile IM
can, I believe, play its part in providing
opportunities for mobile advertising,
I do not think IM will make it easy for
spammers. On the contrary, users will
be able to control advertising made to
them and switch it on when they want
it, for example when they are ready to
shop. NeuStar is working with trusted
partners who will safely manage users
ID and presence information to ensure
users enjoy their mobile experience.
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 mike.hibberd@informa.com MCI INTERVIEW

Big spender
In his first interview since becoming Group CTO of Vodafone, Steve Pusey talks about
the breadth of the role, his technology choices and a high speed roll out in India.

K
hat every telecoms vendor in
the market should want to
cultivate a relationship with
Steve Pusey is unsurprising. As global
CTO of Vodafone he wields massive, if
unspecified, financial resource. Pusey
will reveal only that his total budget
for 2008 is “a very large number”,
easily large enough, indeed, to inspire
tokens of respect from suppliers eager
to win themselves a portion.
Unfortunately for Pusey, the rules
dictate that he can accept no such
offerings. He once jokingly told a sup-
plier in a meeting that the only thing
he could accept was a cup of tea, he
says. Soon after, an ornate urn full of
tealeaves was delivered to his office.
Such inducements used to be fa-
miliar elements of the pitch—in all
likelihood they’re still well used by
many companies. “But back when that
was a regular part of the game,” says a
faux-rueful Pusey, “I was a vendor.”
In 24 years at Nortel, Pusey rose to
become the Canadian supplier’s presi-
dent for EMEA. In September 2006, he
crossed to the other side, bringing the
technical breadth acquired at Nortel Pusey says that four months into the role at Vodafone he became comfortable with
to a Vodafone that was beginning to "the size and scope of what we're doing."
stretch itself beyond the familiar ter-
ritory of cellular operations into other
forms of connectivity. matured that way, it’s common sense. everyone will get to see the results of
He reveals that it was four months Our world is a collision of network the trials as a community.”
into his job at Vodafone that he began and IT and web-based services. All Pusey calls his team of in-country
to feel comfortable with the “size and the enablers that allow us to bill and CTOs together once a month to share
scope of what we’re doing.” Certainly support our customers, the authen- ideas and experiences, leading to
from the outside it looks like a big tication, authorisation—they’re all debates on the future technology
job: Vodafone has equity stakes in 25 applications in data centres that need strategies of the group as a whole that
operations worldwide (18 of which the IT department in sync with the he characterises as “quite aggressive”.
are wholly owned) and a further 40 network. We very much have one voice The latest trial that Vodafone is set to
partners across five continents. More for that in Vodafone,” he says. embark upon is IPTV. “We’ll do that in
than 240 million customers depend on Vodafone has built its success on one country and all the CTOs will fly in
the decision-making and operational cohesion and standards and Pusey is and have a good look and, collectively,
performance of Pusey and his team in no hurry to devolve responsibility we’ll form our opinion,” he says.
for their connectivity. for key technology choices down to the The Vodafone that Pusey and his
Adding to the workload is the fact individual properties. “We’re not happy senior management colleagues see
that, at Vodafone HQ, the CTO doubles just to let different operations try out going forward is a firm providing total
as the CIO—a job spec that is mirrored different things,” he says. “We’re much communications. “Suddenly we’re in
at the individual properties. more joined up than that. Of course lots of spaces all at once,” he says, a
This is not, however, a specified we’ll try different things, like WiMAX development that leads him to identify
company policy, says Pusey. “It’s just and LTE but we’ll do it together, so a financial trend at Vodafone going »

Mobile Communications International | First for news, best for business 33

MCI INTERVIEW
MCI INTERVIEW
into 2008. Vodafone’s capex guidance
for the financial year 07/08 projects
a year on year increase to between
£4.7bn and £5.1bn. The growth is in
part down to greater variety in Voda-
fone’s operations.
“I see something of a mix-change
going forward,” he says. “We’ve ac-
quired new properties with Tele2 and
we’re doing self-build in a number of
other properties; unbundled local loop,
primarily. That takes us into buying
new types of technologies—wireline,
DSLAM, DSL, VDSL and beyond. IPTV
as well. So we’re into a new era of
expenditure, which will accelerate
in 2008.”
Historically Vodafone, like all pure
mobile players, has marched beneath
the banner of fixed mobile substitu-
tion—the more minutes that shift from
fixed to mobile the better. Now the
carrier has fixed plays as well, does
such a strategy remain logical?
“FMS is something we still press
very hard on,” says Pusey. “As you
look toward total communications,
DSL is an integral part of it and also
underpins our thrust into the busi-
ness segment. We can service SMEs
with connectivity services and then
build on that with a mix of mobility
and convergent services. We see it as
very complementary but that doesn’t
mean for one minute that we won’t
keep pushing to get an unfair share
of the fixed minutes as well.”
Investment in the core capability
of wireless service provision will
not suffer, he says. And in Vodafone’s
mature markets 2008 will see the
firm focus on HSPA. “You will see us
upgrade our HSPA footprint to grow
speeds and capabilities. We always
carry on with our commitments
to national footprint. But there is
definitely going to be more hotspot
and penetrative investment to deal
with capacity growth with the drive
towards data, because data isn’t a
‘one-size-fits-all’ spread across a given
country,” he says.
34
December 2007 as part of a con-
career history sortium that won the second li-
cence in the Middle Eastern nation
» Steve Pusey, joined Vodafone Group Plc on 1st of Qatar. Services are expected to
September 2006 as Global Chief Technology Officer. launch this year. So, does Steve Pu-
Steve is responsible for all aspects of Vodafone’s sey prefer the blank canvass of the
networks, IT capability, Research and Development Greenfield deployment for the op-
and supply chain management. portunities it provides to learn from
previous challenges?
» Prior to joining Vodafone, Steve was one of the most “Greenfield is exciting,” he says,
senior executives at Nortel and held the position of “you get a clean sheet of paper. But,
Executive Vice President, and President, Nortel EMEA. if you go into any of the big coun-
tries in Europe, you’d see a state of
» He joined Nortel 1982 and gained a wealth of international the art infrastructure and if you had
experience across both the wireline and wireless industries that clean sheet of paper there, you’d
and in enterprise applications and solutions. During his time probably build what you’ve already
as President of Europe from 2001 to 2005, he managed got in place.”
far-reaching change programmes that led the region back Far more familiar are post-acqui-
to significant growth. sition evolutionary build-outs. This,
says Pusey, is one of Vodafone’s core
» Steve Pusey gained telecoms and microelectronics skills. “We’ve become pretty good
qualifications prior to spending several years with at assimilating legacy and mov-
British Telecom and is a graduate of the Advanced ing forward. That’s a forte of this
Management Program at Harvard University. company, from a technical point of
view,” he says. Nowhere is this more
effectively illustrated than in India,
where Vodafone is engaged in a build
Pusey reports that he is satisfied out “the like of which Europe has
with the performance of his 3G net- never seen,” according to Pusey.
works. Data access usage is growing “In India you’re looking at 2,000
healthily with data cards and USB base stations a month. Lots of Eu-
modems proving popular in 2007 and ropean countries have 12,000 base
forecast to do better in 2008. HSDPA stations, so we’re building a large
performance of 7.2Mbps is already in European country in 12 months at
place in some Vodafone networks, Pu- that rate. That’s a tremendous build
sey reveals, and will be implemented programme.” Such is the scale of
across the portfolio this year as the the deployment, says Pusey, that it
firm aims to provide a consistent ought not to be described as ‘emerg-
service across its footprint. Uplink ing’. Nonetheless, he says, “emerg-
performance will also be addressed, ing markets are a big part of our
he says. capex spend.”
“It’s not just about the downlink. So India has also become a proving
far I haven’t seen too many services ground for advanced outsourcing
that require symmetry but, as soon as strategies from Vodafone. In De-
you start doing peer to peer traffic, you cember the firm established an
have to think of the uplink as well as independent tower company with
the downlink.” its Indian rivals Bharti Infratel and
Greenfield build-outs are rare Ideal Cellular. The firm, Indus Tow-
for cellular carriers these days, ers, will provide passive infrastruc-
given how few licences are be- ture services to all Indian operators.
coming available. But Vodafone Vodafone has also outsourced its
snagged one such opportunity in entire Indian IT estate to IBM. »
Mobile Communications International | First for news, best for business
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MCI INTERVIEW
MCI INTERVIEW
It is a strategy that Vodafone is
embracing wholeheartedly, although
not every element of the operation can
be released. “You have to look at your
sustainable differentiation and what
underpins your brand and customer
offer,” says Pusey. “In this respect
I don’t see us outsourcing the core
network to anybody in a hurry—or our
ability to create and deliver services
across it.
“Where the radio estate is con-
cerned, you have to take it country by
country. In a mature market, where
countries are saturated with base
stations you might look for cost im-
provements from outsourcing. In a
market like India where you have a
massive build to carry out, you want
to do it economically.”
Pusey argues that outsourcing en-
hances the engineering control that he
has over the networks. It also frees up
“more capex to spend on the custom-
ers,” he says. “Look at how we offer
differentiation for the customer. It’s
not in the concrete and the steel, but it
is in the radio and the backhaul. So any
model that allows us to dramatically
reduce concrete and steel by sharing
sites or leases and rentals but allows
us the flexibility to add competitive
advantage with the radio and backhaul
is a good thing,” he adds.
As to whether a cost management
exercise like Indus Towers could ever
become a profit centre, Pusey is un-
sure. That, he says, is “one for the
commercial guys.”
India, emerging markets, 7.2Mbps
over HSDPA in mature territories, out-
sourcing, these developments will all
feature in both Pusey and Vodafone’s
immediate future. Further ahead,
Pusey talks of the point on the evolu-
tionary roadmap where peak speeds
of 28.8Mbps are obtainable. This, he
says, will provide sufficient quality of
performance for his customer base for
several years.
Beyond that Vodafone is publicly
neutral on technologies, is a member
of the WiMAX Forum and the NGMN
(Next Generation Mobile Networks)
group and is clearly keeping its op-
tions open. Pusey’s boss, Arun Sarin,
warned the LTE community at 3GSM
World Congress 2007 that it was
threatened by the faster development
of Mobile WiMAX.
36
India, emerging markets, 7.2Mbps over HSDPA in mature territories, outsourcing,
these developments will all feature in both Pusey and Vodafone’s immediate future
And yet the firm’s only ‘4G’ com-
mitment so far has been to LTE. Late
in 2007, Vodafone announced that it
would collaborate with US carrier
Verizon Wireless, in which it holds
a 45 per cent stake, on the devel-
opment of an LTE strategy for the
US market. Verizon is a CDMA2000
operator and has long been viewed
from without as the technology misfit
in the Vodafone portfolio. Now that
it is moving to LTE, however, can we
expect a closer relationship between
the two firms?
“I couldn’t comment on that com-
mercially,” says Pusey “But from a
technology point of view it’s a strong
voice in the industry when Vodafone
and Verizon are collaborating on some-
thing because of the pure scale. That’s
not to the exclusion of everyone else
because we work very closely together
in NGMN. But it gives a boost to the
vendors because they realise we’re se-
rious and it gives them the confidence
to put their R&D dollars in the right
place,” he says.
Managing the supply chain is the
third broad element of the Vodafone
CTO’s job. Recent waves of consolida-
tion among the vendor community
have had little impact on the products
that Pusey buys from his pool of five
radio suppliers.
He sees it as part of his responsibil-
ity to keep the vendors competitive
with one another: “It’s not good to have
Mobile Communications International | First for news, best for business
one vendor miles ahead of the others
if the others are somewhere else in
your footprint,” he says.
“You can sometimes see up to a
year’s difference between the lead
vendor and the back of the pack. We
try and manage that deliberately;
we don’t ever share who the vendor
is that we’re talking about but we
continually remind all the vendors
of advances in technology and where
they sit in terms of the leading edge.
It’s in our interests to encourage
everyone to keep a certain pace of
technological advancement.”
In part Vodafone manages that
through its own research and devel-
opment programme, an activity that
Pusey is keen to reference. “We get
reported a lot for the costs of technolo-
gies but we’re accelerating innovation
as well,” he says. “That’s a very big
agenda item for us.”
In conversation Pusey plays down
the size of the task in front of him.
“Other people have much bigger jobs,”
he says. But the breadth of technolo-
gies that are in operation, evaluation
or preparation for rollout—and the
scale and geographical spread on
which those technologies will be imple-
mented—is unmatched in the industry.
Humility aside, there’s no escaping that
kind of magnitude and there’s probably
a sliver of honesty in Pusey’s joke that
top of his list of objectives for 2008 is
to keep his job. ®
 NO BULL

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 An Era of the
Fourth-Generation
Base Station
Approaching
As expected, Apple Inc. was the ultimate
success story. Under their arrangement,
they receive 10% of the wireless operators’
profits earned through iPhone products.
Since then, the whole industry has focused
on the profit shift along the value chain in
the communications industry.
Meanwhile, multinational wireless operators are penetrat-
ing their opponents’ markets to strive for a piece of the huge
“cake”, while the regional wireless operators are looking for
opportunities to boost their performance. The competition in
the industry has thus become increasingly fierce.
As analysts have pointed out, wireless operators and the entire
communications industry have been “standing right in the
center of the hurricane”.
On one hand, due to the fast growth of subscriber bases,
continuous increments of MOU and constant introductions of
new services, it has become imperative for existing networks
to provide enhanced services and performance. On the other
hand, high operating costs and depreciation of the ARPU
bring immense challenges to profit making for the wireless
operators. It is widely agreed that continuous innovation of
technologies and solutions is the only effective way to tackle
operators’ challenges, particularly in engaging in future-ori-
ented network solution building.
Effective solutions for the mobile networks
It took less then twenty years to popularize digital mobile
communication services. As one of the most important
network components, the BTS represents the way that mobile
networks were able to transform. This can be categorized into
four phases according to implemented key technologies in
BTS. In the middle of the 1990s, the first-generation BTSs,
featuring analog power amplification technology, enabled
subscribers to enjoy mobile phone calls. Around 2000, the
second-generation BTSs, featuring digital power amplification
technology, further facilitated the fast spreading of mobile
networks. After 2005, the third-generation BTSs, represented
by distributed BTSs, pushed forward wireless operators’ net-
working modes by leaps and bounds. In 2008, as fierce com-
petition and cost cutting impose greater pressure, the fourth-
generation BTSs, featuring “multi-standard convergence, high
integration, All-IP, energy conservation and environmental
protection”, have come into being.
Multi-standard convergence, unifying the technical
systems
Nowadays, mobile communications is developing quickly, the
upgrade of technologies and products are being accelerated
and the protection of early investments is undergoing seri-
ous challenges. As a result, GSM technologies are gradually
evolving to EDGE and EDGE+, WCDMA technologies are
evolving to HSPA, HSPA+ and LTE, and WiMAX is also be-
ing adopted into 3G networks.
However, different technical systems, which come with their
own distinct advantages, also bring risks and confusion. In
this background, multi-standard convergence becomes a ma-
jor concern in the industry.
The multi-standard convergence of primary networks is de-
veloping in two typical directions. First, the equipment room,
cabinet, antenna and feeder, power supply and transmission
system are shared. Second, software defined radio (SDR)
technology is adopted to unify the hardware of the BTSs in
the different technical systems in order to to bridge the gaps
between various standards.
Peculiarly, the fourth-generation BTSs of Huawei are future-
oriented. In this new generation, BTSs of different technical
systems share the same platform; conversions between the
technical systems can be performed just by upgrading the
software. This fundamentally protects the early investments
in equipment.
High integration, realizing small-sized BTSs with large
capacity through the multi-carrier technology
It took 15 years for mobile operators to cultivate the first 1 bil-
lion subscribers. For the second billion, it took 5 years. After
that, it only took 18 months for the next half billion subscrib-
ers to come on board. So it’s obvious that network capacity is
expanding geometrically.
In primary cities worldwide, super BTSs are quite common.
To satisfy the increasing demands on network capacity, mo-
bile operators each year have to worry about improvements to
site acquisitions and the saving of space in equipment rooms.
Four months ago, a significant exposition was held in China.
During this exposition, the peak capacity of the communica-
tions was ten times the ordinary. Nevertheless, the manager
of the technical department, in charge of dealing with the
equipment faults, undertook the task with ease thanks to
Huawei’s fourth-generation BTSs that support a multi-carrier
technology. This new generation enables the network capacity
to triple, merely by configuring several parameters and can be
accomplished in one minute. Thus, the need for new sites, new
cabinets or newly-leased equipment rooms is eliminated.
Since 2005, the multi-carrier technology has been used in
3G BTSs. So far, this technology is a crucial way to reduce
the volume of BTSs and enlarge network capacity, regardless
of the technical systems. Just like the “single roadway was
changed to multi-lanes in one minute”, the BTSs, applying the
multi-carrier technology, boast higher integration and smooth-
er capacity expansion and thus they are capable of catering to
more subscribers, using a smaller footprint.
As the front runner to use the multi-carrier technology, Hua-
wei has applied this technology to all communications sys-
tems. In Huawei’s fourth-generation BTSs, the GSM network
can support 6-carrier modules, and the WCDMA network can
support four-carrier modules, greatly improving the capacity
expansion of the BTSs and realizing new compact sizes.
All-IP, the key to broadband networking
As is noticeable in the current global market, the existing net-
works are evolving to advanced broadband networking, owing
to the popularization of data services. However, each upgrade
of the broadband poses various challenges to mobile opera-
tors. First comes an abundant replacement of the network
equipment and second are drastic changes to the network
structures, in particular, the changing of the transmission
network. As a result, transformation to broadband networking
gets caught up in high transformation costs.
Good news! With Huawei’s fourth-generation BTSs, previous
challenges are not hot potatoes any more. This new genera-
tion is provided with IP and broadband technologies, where
the radio frequency (RF) channel bandwidth is wider than 20
MHz and the speed over the transmission interfaces is faster
than 100 Mbit/s. Meanwhile, conversions can be performed
between various systems by configuring data to protect the
investment during the network transformation.
For example, a 3 x 4 GSM BTS can be converted to a 3 x 2
HSPA BTS by configuring data only, with the IP transmis-
sion accelerated from 2 Mbit/s to 20 Mbit/s. Nevertheless, no
hardware is changed.
Built on the achievements in both broadband and IP tech-
nologies, Huawei’s fourth-generation BTSs are leading the
industry. In 2006, Huawei built the first All-IP HSPA network
in Japan, which marked the industry’s first introduction of the
IP technology in BTSs. At the end of 2007, a mobile operator
in southwest China’s Sichuan Province started to make use of
Huawei’s 6-carrier modules.
Realize your potential.
“Green”, the theme of sustainable development
For the mobile communications industry, as more and more
services become increasingly popular, market competition
becomes fiercer and the era of high profits has come to an end.
When exploring “trump-card” services to excite subscribers’
appetites and drive consumption, mobile operators are also
establishing “green” communication networks. This has now
become one of the most effective ways of boosting operators’
profits.
“Green communication” stresses reduction of the resource
consumption, energy saving, cutting transmission expenses,
and decreasing the investment in the evolution of the net-
work.
Miniaturization and modularization of the fourth-genera-
tion BTSs are pivotal in reducing the physical footprint and
resource consumption. For example, for a base station using
three sectors and twelve carriers, three cabinets are conven-
tionally required. The three cabinets together with the air
conditioner could consume up to 8000 W of power. However,
with the fourth-generation BTSs, only one cabinet is required.
Moreover, in the case of higher temperatures in the equip-
ment room, the total power consumption decreases to 2000
Watt, indicating that the costs of the auxiliary equipment are
cut by more than 30% and the power consumption of BTSs is
reduced by more than 75%. Using a mobile operator in South
Africa as an example, the costs for oil consumed by the BTSs
in five years reach up to $12 billion. However, if the present
BTSs are all replaced by Huawei fourth-generation BTSs,
about $7.5 billion in operating costs will be saved in the same
five year period.
The year of 2008 is ushering in the mobile network transfor-
mation. To face the challenges, mobile operators are look-
ing for a long term partner who is ready to provide valuable
innovations and rapid responses. Based on the concept of
“customer-oriented innovations”, Huawei brings forward the
concept of “Green, Convergence, Broadband and Evolution”,
and becomes the front runner in the field of fourth-generation
BTSs. Huawei is taking the lead in bringing these advanced
fourth-generation BTSs to assist mobile operators in building
their future-oriented mobile networks.
For more information, visit www.huawei.com
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 mike.hibberd@informa.com
New world order
According to one analyst firm, ZTE won more network contracts than any vendor in 2007.
And the company has its sights set on more growth in 2008.
=
ounded in Shenzen in 1985 as the
Zhongxing Semiconductor Co.
Ltd, ZTE listed on the Shenzen
Stock Exchange in 1997. The following
year it won a $95m turnkey contract
in Pakistan—which it claims was the
first major overseas telecoms project to
be awarded to a Chinese vendor—and
opened its first research and develop-
ment operation in the US. Today ZTE
operates 14 R&D centres across North
America, Europe and Asia.
One of a pair of Chinese telecom-
munications infrastructure and hand-
set vendors (the other being Huawei
which differs from ZTE in that it is
privately owned) that are gaining in
international market share and recog-
nition, ZTE is doing its bit to change
the mobile industry. As established
Western vendors have embarked on
mergers and acquisitions in a bid
to manage expenditure and improve
scale, ZTE, like its compatriot, has
taken advantage of the cost structure
that comes with being headquartered
in China.
ZTE is performing strongly. Accord-
ing to a report published by analyst
Gartner, the firm won more mobile
network contracts in the first half
of 2007 than any other vendor. For
the same period, the firm’s revenues
were $2.1bn, an increase of 43.9 per
cent on the corresponding half year
for 2006. Profits in the six months to
June 2007 were $63.7m, up 32.5 per
cent year on year.
Like it’s domestic competitor Hua-
wei, ZTE has built market share by
targeting operators in emerging mar-
kets, where cost is more likely to be a
dominant factor in supplier selection,
and through strong relationships with
carriers in its home market.
The pair are likely to be winners in
the TD-SCDMA space, should that be
the technology that China’s mobile
carriers select for their 3G deploy-
ments. Even if those carriers opt for
another technology, or decide to wait
and leapfrog to a flavour of 4G, the na-
Mobile Communications International | First for news, best for business
ture of the Chinese market means that
ZTE will likely score a sizeable win.
It’s biggest customer, China Mobile, is
also the largest operator in the world
by subscriber base.
ZTE’s initial strength was in 2G
CDMA, with GSM and subsequently
WCDMA disciplines developed later.
Latterly the firm has been investing its
time and budget in WiMAX—it won a
commercial deployment contract for the
technology in Libya early in 2008. The
contract will see ZTE deploy an 802.16e
network covering eight major Libyan
cities, including the capital, Tripoli.
This was the first WiMAX deploy-
ment in Africa, and the vendor’s chief
representative in Libya says that
he expects it to stimulate further
contract wins, which it feels well
positioned to capitalise on. ZTE is
the only Chinese firm to sit on the
board of the WiMAX Forum and has
21 commercial trials of the technology
ZTE company history
1985: Zhongxing Semiconductor Co. Ltd, the predecessor of ZTE,
founded in Shenzen China
1997: Firm lists on the Shenzen Stock Exchange in China
1999: Signs first PHS contract with China Telecom
2000: Launches world’s first CDMA handset with detachable SIM card
2003: Becomes largest CDMA system supplier to Indian carrier BNSL,
constructs Africa’s largest CDMA WLL network in Algeria
2004: First African 3G call made in Tunisia, over ZTE network kit
2005: Becomes China’s largest wireless equipment provider, with a
global wireless capacity exceeding 100 million lines. Ranked as one of
the ‘Top 100 Information Technology Companies’ by Business Week
magazine.
COMPANY PROFILE
underway in markets including Singa-
pore, Thailand and Saudi Arabia.
In China, according to a report from
analyst firm Forward Concepts entitled
WiMAX ’08: The 3G+ Broadband Alter-
native, ZTE envisions the technology
working in conjunction with GSM and
CDMA voice services and is working
to support dual mode terminals that
could provide end users with a single
handset solution. ZTE has already won
a deal to supply WiMAX terminals to
US carrier Sprint Nextel.
According to ZTE, 33 per cent of the
contracts that it won in the first half
of 2007—there were 188 deals in to-
tal—were in Asia Pacific and emerging
markets. As well as China Mobile and
China Unicom, it highlighted key rela-
tionships with Indian player Reliance,
Middle Eastern specialist Etisalat and
Norwegian carrier Telenor, which has a
portfolio of operations in the less devel-
oped markets of Eastern Europe.
India alone is of vital strategic im-
portance to ZTE, which revealed late in
2007 that it is aiming to generate $1bn
in revenues from the Indian market
in 2008. India generated more than
$800m in revenues for ZTE in 2007
and the firm has marked it out as the
second most important market for its
business outside of China.
Handsets represent a significant part
of ZTE’s play, with Informa Telecoms &
Media ranking the firm just inside the
top six handset vendor listing world-
wide. 2007 saw ZTE win a handset sup-
ply deal with Vodafone for terminals
carrying the operator brand, and the
combined handset and infrastructure
offering is a strength that ZTE is look-
ing to leverage going forward.
Scale built at home and in emerging
markets is being used by ZTE to push
into advanced Western territories and
ZTE says it has established partner-
ships with more than 500 carriers in
more than 120 countries around the
world. Its mobile infrastructure has
been deployed by 120 operators in 70
countries, the firm says. »
41
 COMPANY PROFILE
Further consolidation within the
vendor community is widely antici-
pated for 2008, as players like Mo-
torola and Nortel continue to compete
with merged organisations like Alcatel
Lucent and Nokia Siemens Networks.
While Huawei has not ruled out par-
ticipating in any future consolidation,
Informa Telecoms & Media’s Mike
Roberts does not expect either of
the big Chinese Vendors to become
involved. ZTE and its domestic rival, he
says, “are probably happy to continue
gaining market share partly through
fierce competition.”
Most vendors are actively seeking
network management contract wins
as the operator environment begins to
shift its form somewhat. With the car-
riers themselves looking increasingly
occupied with managing and retain-
ing their customer base and defining
the service mix, network operation is
falling more and more to the vendor
community.
ZTE is not a major player in this
space, which is dominated today by
Ericsson and Nokia Siemens Networks.
Between now and 2012, Informa Tel-
ecoms & Media forecasts that these
two vendors will grow their share of
this market, as will the second tier of
players that includes Alcatel-Lucent,
Motorola and Huawei. ZTE will need
For more in-depth company profiles and a full archive of
MCI articles visit telecoms.com.
42
to address its participa-
tion in this sphere if it is
to remain competitive in
a vendor market that is
clearly changing.
R&D has been a victim
of the downturn at many
Western Vendors, which
have had to slash head-
count in a bid to remain
competitive. ZTE is keen
to stress its continued in-
vestment in research as an
advantage over other play-
ers. The firm says that 40
per cent of its workforce
is employed in research
and development, and that
ten per cent of annual
revenues are ploughed back into its
various research projects. By 2005,
says ZTE, this had resulted in 3,000
national and international patents
applied for, the vast majority of which
are IPR related.
Like all big vendors in the mobile
industry, ZTE sets great store by the
quality of its people. It has an em-
ployee base of 27,000, with over 70
per cent educated to degree level or
higher. It is perhaps unusual in that
the average age of its employee base
is just 30 years old.
There is little doubt that the rapid
ZTE balance sheet
30 September
2007
Total current assets 28,053,223
Total non-current assets 7,042,421
Total current liabilities 17,887,950
Total long-term liabilities 5,104,574
Shareholders equity 11,417,999 10,763,946
(exluding minority interests)
Q3 2007
Revenue 8,215,952
Operating profit 85,758
Net shareholder profit 143,005
Earnings per share 0.15
Unit: RMB in thousands
Mobile Communications International | First for news, best for business
growth of the Chinese vendor com-
munity has given more established
Western players serious cause for
concern. Given the relatively low
cost of operations that companies
like ZTE enjoy, they simply have not
faced the kind of pressures that have
forced European and North Ameri-
can players into round after round
of redundancies and mergers and
acquisitions that, at best, have yet to
prove themselves strategically and
commercially rewarding.
When ZTE first appeared on the
wireless scene, it was often por-
trayed—like Huawei—as a company
that had little to recommend itself
other than the low cost of its products.
But as more and more operators—in-
cluding, crucially, those in the upper
tier—have given these vendors trials
and commercial deals, writing them
off simply as cheap is no longer ac-
ceptable.
All of the Western vendors have
made inroads into the Chinese mar-
ket, attracted by the sheer scale of
the opportunity. Simultaneously,
that nation has been exporting
its own firms, like ZTE. It simply
remains to be seen whether or not
the Western players can do as well
in ZTE’s market as it clearly hopes
to do in theirs. ®
31 December Per cent
2006 change
20,292,662 38.2
5,468,033 28.8
11,276,409 58.6
3,158,448 61.6
6.1
Q3 2006
5,367,597 53.1
34,260 150
66,066 116.5
0.07 114.3
Source: ZTE

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 sean.jackson@informa.com MARKET ANALYSIS

Seoul searching
Arguably the most advanced mobile market in the world,
South Korea is set for more groundbreaking changes in 2008.

J
outh Korea is one of largest mo-
bile markets in the Asia Pacific
region, with 44 million mobile
subscribers at the end of 2007, up
from 40.6 million the previous year,
according to Informa Telecoms & Me-
dia. Penetration was approaching 90
per cent at the close of last year. With
saturation not far off, the market has
a rate of subscription rising by just
under ten per cent; one of the slower
growing markets in the region.
South Korea is a three-player mar-
ket. With 22 million subscribers, SK
Telecom (SKT) is the market leader,
followed by Korea Telecom Freetel regulator, in response to the operator’s and Communication (MIC) relaxed
(KTF) and LG Telecom (LGT) with 14.1 decision to hand back its EV-DV 3G regulations to allow subsidies for
million and 7.8 million subscribers licence. Instead, LGT has announced subscribers who have been using one
respectively at the end of 2007. plans to launch EV-DO Rev. A services, operator for more than 18 months.
While most Asia Pacific markets for which it has been given the green According to estimates, about 63
have accepted prepaid to differing light by the regulator, but there is per cent of all South Korea’s mobile
degrees, neither operators nor sub- concern that the firm has been left subscribers will qualify for subsi-
scribers in South Korea have em- without a WCDMA migration path, and dies, prompting speculation that
braced the up-front approach. With that EV-DO services and handsets will operators will shift from market-
only 725,900 prepaid subscribers at be prohibitively expensive. ing strategies based on subscriber
the end of 2007. LG Telecom leads South Korea is, of course, famous retention to strategies based on
the prepaid market with 401,000 for pioneering another alternative subscriber acquisition.
subscriptions, while KTF had 302,00 network technology; WiBro, which According to the LG Economic
and SKT just 22,000. Nevertheless, was launched back in June 2006. Institute, the partial lifting of the
even though South Korea’s market Operators’ subscriber figures are a ban should help with the next wave
is not pushing prepaid, the majority closely guarded secret but anecdotal of new technology, driving the mar-
of its net additions are coming from evidence suggests that the home- ket with subsidy-triggered demand
the low-end segment. grown wireless broadband technology for the replacement of HSDPA and
South Korea is a market in which has struggled to make an impact. The DMB phones.
CDMA technology has dominated. initial slow growth of WiBro can be As in other highly penetrated
However, WCDMA services are set to attributed to limited network coverage markets, South Korean operators
significantly reduce its market share. and lack of dual-mode handsets, but, have been looking at new ways of
SKT and KTF have both embarked even after resolving these issues, the generating revenues. The mobile data
on plans to migrate their combined future of WiBro is likely to be affected market is well developed in South
CDMA subscriber base to HSPA within by WCDMA/HSDPA. However, while Korea with about 50 per cent of the
the next five years. Both firms say the benefits of WCDMA/HSDPA loom total user base being described as
they’re eager to take on the ambi- in the mind of operators, both KTF ‘active’ mobile data users. It is still
tious task, because migrating their and SKT have indicated they do not dominated by basic products such
subscribers will ultimately enable intend to give up on WiBro. as ringtones, ringback tones, graphics
them to offer cheaper wireless data Surprisingly—for such a saturated and gaming.
services and handsets. At end-2007 and technologically advanced mar- SK Telecom has emerged as the
there were 40.1 million CDMA sub- ket—handset availability has been a clear leader in data traffic, with nearly
scribers compared to just 3.6 WCDMA serious issue in South Korea, thanks 25 per cent of its revenue generated
subscribers, representing a small but largely to the regulator placing a ban from data usage. Walled gardens are
increasing base. on handset subsidies back in 2002. a thing of the past in South Korea.
Third-ranked operator LGT was The full ban expired in March 2006, This—in conjunction with SKT and
denied an HSDPA licence by the and the Ministry of Information KTF pushing data usage further on »

Mobile Communications International | First for news, best for business 45

 MARKET ANALYSIS
their WCDMA/HSDPA networks dur-
ing 2007—has helped encourage the
uptake of internet browsing and ad-
vanced multimedia services.
The South Korean market has expe-
rienced significant growth for mobile
music. Interestingly, rather than being
driven by the absence of broadband,
this market has been driven by the
widespread availability of both high-
speed mobile and broadband. The
country’s operators have deployed
business models whereby mobile mu-
sic offerings are largely provisioned
through dual-music packages (where
the track can be accessed and/or
downloaded via mobile and online).
SK Telecom has been offering the
MelOn service (combining fixed line
and mobile downloads) since Novem-
ber 2004 and has amassed eight mil-
lion subscribers contributing revenues
of KRW70bn ($75m) in 2006, making it
the leading music site in Korea.
In June 2000, the company Wider-
than.com was formed to drive innova-
tion in partnership with SKT, and de-
velop the ringback tone as a means to
drive further growth in mobile music.
SK Telecom now reaps the rewards of
this partnership, gaining more revenue
from ringback tones than ringtones.
While both markets have developed
in parallel, the complementary addi-
tion of full track mobile and online
music services to SKT’s music of-
fering is an example of how the two
markets have followed quite dispa-
rate business models, consequently
resulting in two different mobile
music market dynamics.
Mobile gaming has also proved a
big hit in South Korea. With a market
worth $283.8m in 2007, it was the
third largest single country mar-
ket behind the US and Japan. Like
Japan, South Korea is a maturing
mobile games market with slowing
growth. Informa forecasts that by the
end of 2012, South Korea will have
dropped to fourth place behind the
US, Japan and China, its share of the
global games market having dropped
to 6.9 per cent, down from 8.8 per
cent in 2007.
Mobile TV is another service that
has found early traction in South Ko-
rea. Local carriers have been offering
video streaming services over cellular
networks since 2003. However, SKT
46
FACTFILE Data provided by WCIS | For related regional data: www.wcisdata.com email: telecoms.enquiries.com
OPERATOR SYSTEM
KT Powertel iDEN
KTF CDMA-1700
KTF WCDMA 2100
LG Telecom CDMA-1700
SK Telecom CDMA-800
SK Telecom WCDMA 2100
Intelligence Centres are powerful information services designed to provide you with up-to-the minute market comment, intelligence, data and analyst access, via a single, convenient
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found that having launched video
streaming over 3G, it took less than a
year before the network became con-
gested with video traffic and started
to cause problems. Furthermore, the
cost of providing the service on a one-
to-one basis proved expensive. This
prompted SKT to launch the world’s
first satellite DMB service with its
affiliate TU Media in May 2005. SK
Telecom has called the addition of
mobile satellite broadcasting services
its strategy for going ‘beyond 3G’.
Both of the other mobile operators
in South Korea have also now launched
S-DMB services.
The South Korean government has
approved the introduction of T-DMB
broadcasts of TV programmes to mo-
bile devices. While the mobile operator
SKT is fully behind S-DMB through TU
Media, terrestrial broadcasters—such
KBS and SBS—are preparing to provide
the T-DMB service, which will be free
of charge with 48 channels. While TU
Media struggles to obtain the rights
to retransmit terrestrial broadcasts,
broadcasters are likely to automatically
provide their programmes to T-DMB
customers.T-DMB was launched in Q107
on a national basis in South Korea, and
there are currently around three million
users in total (of which a third are mobile
users) with a total of between 12 and 18
million users forecast by 2010.
Mobile social networks are also
proving popular in South Korea.
Cyworld is a form of community
launched by ST Communications, a
subsidiary of SKT in 2003, which links
both fixed line and mobile internet
services. The mobile version of the
service was launched in March 2004,
and by the end of 2005 had more than
one million users.
Cyworld’s main feature is the mini
homepage or ‘minihompy’, which com-
ON AIR 12/2007 08/2007 04/2007 12/2006 08/2006
Oct 2000 314,800 314,800 309,000 303,430 316,000
May 2001 11,289,500 11,856,600 12,859,000 12,895,900 12,728,800
Dec 2003 2,490,300 1,676,000 396,000 18,000 3,200
Oct 1997 7,789,600 7,518,160 7,261,500 7,012,280 6,841,240
Jan 2002 20,657,700 20,655,000 20,663,000 20,131,130 19,976,800
Dec 2003 1,446,200 804,000 230,000 140,000 5,200
bines a photo gallery, message board,
guest book and bulletin board. The
core of the Cyworld service is the
peer-to-peer relationships, which are
initiated by users, where friends are
invited to visit and exchange messages
and contact information. Because
the fixed and wireless audiences are
able to access the same service, the
potential audience is extended, and the
appeal for advertisers increased.
Cyworld uses its own ‘currency’,
known as dotori (acorns). These are
priced at KRW100 ($0.10) and can
be used to buy items to furnish the
virtual room, and range of digital
merchandise including music, decora-
tions and pictures.
It is estimated that around 25
million South Koreans have used the
Cyworld service, and penetration of
the 20-30 year old age group is above
90 per cent. Service revenues for Cy-
world in 2005 were KRW50bn ($50m),
covering both the fixed line and mo-
bile business, and the service had
600,000 visitors per month. Sales of
the acorn currency are reported to be
even higher, putting the total revenue
for the service at around $100m for
2005. As well as South Korea, Cyworld
has so far launched in Japan, Taiwan
and China and the US, and is on the
verge of launching in Germany.
With music, gaming, TV, social
networking and advertising all
taking off in South Korea, the tempta-
tion for operators in other saturated
markets to ape those services must
be strong. However, it’s worth bearing
in mind that success stories—such
as i-mode at DoCoMo and push to
talk over cellular at Nextel—don’t
always transfer well. South Korea is
a market characterised by a domi-
neering regulator and all powerful
network operators. ®
Mobile Communications International | First for news, best for business
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COVER STORY LTE v WiMAX

Everything
to play for
Some say they will be
complementary technologies,
while others are clearly
girding their loins for another
round of technology wars.
Mobile WiMAX and LTE will
have to coexist one day
but, as they each seem to
have one eye on the other’s
territory, their relative
strengths are under industry
scrutiny.

By Mike Hibberd

48 Mobile Communications International | First for news, best for business


?
ead to head technology battles are familiar ter-
ritory in the wireless industry. Even today, if you
listen carefully, you can still hear voices expound-
ing the technical benefits of CDMA over GSM. Never mind
that GSM (and its ‘family’ of standards) enjoys around
80 per cent of the world market, rendering the rallying
cry futile—competing technologies are lobbied for at
great expense and with considerable passion.
The great GSM/CDMA battle may have died out
now—not least because the GSM community’s evolu-
tionary process took it onto a variant of CDMA any-
way—but that doesn’t mean the industry has seen its
last technology tussle.
Vodafone Group CEO Arun Sarin was trying to moti-
vate both the operator and vendor community during
his speech at the 3GSM World Congress a year ago, when
he warned that LTE (The 3GPP’s Long Term Evolution
plan for cellular access) risked losing a time to market
battle with mobile WiMAX. “LTE is still at the standards
stage, while WiMAX is a commercial reality,” said Sarin.
Whatever his motivation, Sarin framed the situation in
competitive terms.
WiMAX has emerged as a fixed wireless solution but
the companies behind the technology—represented by
the WiMAX Forum—are keen to push the 802.16e mobile
version of the standard. Cellular players may have their
data demand covered with HSPA or EVDO (depending
on their location) for now. But the time will come when
some will have to upgrade to an OFDM technology, which
will involve a new network deployment. And then they
will be faced with options.
For every industry voice that talks up the face
off between technologies, though, there is usually a
counterpoint. These solutions are complementary, not
competitive, according to this alternative perspective.
And this is the first problem in trying to ascertain how
WiMAX and LTE might fare relative to one another:
not everybody wants to see the situation defined as
a choice between the two.
Kerl Haslam, chairman of the Mobile WiMAX Accelera-
tion Group—a UK collaboration founded by Nortel—sits
squarely in this category. “Everybody within the action
group’s view is that the two technologies are comple-
mentary,” he says. Margaret Rice-Jones, chief executive
officer of Aircom is not alone, meanwhile, when she
says “yes and no” when asked if the two technologies
are in competition.
Steve Pusey, global CTO of Vodafone, which plays
in more markets than any other mobile operator, be-
lieves the two technologies will ultimately converge.
“If you look at it, they’re basically the same,” he says.
“What’s the foundation of LTE and WiMAX? OFDM as
a modulation technique is the biggest step, and the use
of MIMO antennas. More likely than competition, you’ll
see convergence.”
Mobile Communications International | First for news, best for business
LTE v WiMAX COVER STORY
The two technologies do have separate conceptual
beginnings. LTE is designed to offer a cellular service
with greatly enhanced data rates, while WiMAX is a
broadband technology looking for an inroad to mobility.
It had to be conceived differently to LTE, according to
its proponents, because it needed its own USP.
The WiMAX Forum’s world view sees WiMAX as much
more than just a way for people to access the internet.
Intel’s vision is that there will be a WiMAX chip in all
manner of consumer devices: cameras, camcorders,
games consoles, mp3 players, cars, pretty much any-
thing one might think of. From this perspective, and
by comparison, LTE is anchored in the handset play
that has been the mobile industry’s historical sphere
of operation.
But the two technologies are destined for competition
in one sense because each is being positioned to move
into the other’s space. Just as it is hoped that WiMAX
can deliver enhanced mobility, LTE is envisioned as
a means of broadband access provision as well as a
mobile technology.
Paul Senior, CTO of Airspan Networks, was a founder
member of the WiMAX Forum, and still participates
as a member of the organisation’s Marketing Working
Group. While he says that Airspan will respond to market
demand in terms of technology, the firm is a big backer
of WiMAX technology. “This is definitely a competitive
technology to LTE,” he says.”
What WiMAX clearly is not, however, is a competitor
to HSPA. One of its proponents’ favoured campaign cries
is that it has a time to market advantage over LTE. But
even the evangelists concede that there’s no turning the
head of the GSM-family players just yet. “Everybody
that jumped on the [WCDMA] 3G bandwagon has HSPA
in front of them,” says Senior. “They’ve made too much
investment to make the switch from CDMA in 2008.”
So, what is the timeframe? The WiMAX community
suffered a blow last year when its flagship deploy-
ment—planned as a joint effort by US carriers Sprint and
Clearwire—stalled when the two firms parted company.
Gary Forsee, Sprint’s CEO and a major champion of the
firm’s plans for Xohm, its mobile WiMAX offering, left
the company in the wake of these developments. What
was supposed to have been the whole community’s
triumphal moment of 2007 was put on hold.
This year will therefore be crucial for the WiMAX camp.
Both Sprint and Clearwire have indicated they are keen
to continue developing services based on the technology
and the success of Sprint in particular will be scrutinised
as a bellwether. Sprint recently claimed it was on track to
launch commercial services in April this year.
Elsewhere, the Forum estimates that some 300 opera-
tors in 65 countries have run—or are running—pilots and
trials of mobile WiMAX. As 2007 drew to a close, a con-
sortium led by carrier KDDI won one of two Japanese »
49
COVER STORY LTE v WiMAX
There is more consensus
around the chances that
WiMAX has for success
in emerging markets. In
these countries, fixed
infrastructure is often found
wanting and broadband
internet access is sorely
needed
50
2.5GHz licences and plans to operate mobile
WiMAX, launching in 2009. The other licence
went to PHS service provider Willcom, which
is planning a next generation PHS service.
Informa Telecoms & Media expects there to
be fewer than ten million WiMAX subscribers
(fixed wireless and mobile) globally by the end
of 2008, growing to 65.6 million in 2012. The
WiMAX Forum estimates that there will be
410,000 mobile WiMAX subscribers by the
end of this year.
Othmar Kyas, director of strategic mar-
keting, network diagnostics, at test and
measurement house Tektronix, provides more
information on the lead time that WiMAX
enjoys. “With LTE we are just in the phase
where proprietary demo systems are being
phased out and the first pre-commercial LTE
gear is being made ready for 3GSM this Febru-
ary.” Kerl Haslam’s assessment is that mobile
WiMAX has a two-year lead on LTE.
A time to market advantage, though, is only
as good as what is done with it. One popular
assessment is that mobile operators that
evolved along the CDMA2000 route—and are
therefore unlikely to want to adopt a technol-
ogy from the GSM family—will represent a
prime market for WiMAX.
“These are the people who have a choice,”
says Airspan’s Paul Senior. “Almost all of those
players say that what they need is something
that does mobile broadband very well, and
that mobile WiMAX is the best for that,” he
adds. Clearly Sprint is one of those carriers.
KDDI and SK Telecom are others.
There is one glaring exception to Senior’s
trend, however.Verizon Wireless, the US carrier
CDMA jointly owned by Vodafone and Verizon,
last year committed publicly to LTE—a strat-
egy that will almost certainly see it make a
long awaited move into Vodafone’s technologi-
cal fold. This declaration was seen by some
as having taken the wind out of the WiMAX
Forum’s sales somewhat, after the coup of
landing Vodafone as a key member.
Othmar Kyas expects LTE and WiMAX to
split the market along similar lines to GSM
and CDMA, with an 80/20 divide in favour of
the 3GPP’s solution, indicating that he shares
Senior’s outlook for the CDMA camp.
Another means by which WiMAX might
become established is as a data add-on to
existing voice services. “Even in developed
countries there are relatively small numbers
of operators with UMTS licences,” says Kyas.
“There are a number of scenarios where two
or three operators are planning to acquire
Mobile Communications International | First for news, best for business
inexpensive GSM licences for voice and build
a WiMAX network for data. UMTS licences
were sold for billions of dollars. The relatively
inexpensive WiMAX infrastructure in com-
bination with inexpensive GSM voice costs
might create a business case for a number
of operators out there.”
These are business models and concepts
that generate debate. There is more consensus
around the chances that WiMAX has for suc-
cess in emerging markets. In these countries,
fixed infrastructure is often found wanting
and broadband internet access is sorely
needed. “Where you’ve got a situation with
very little DSL penetration and you want to
provide a much more basic level of data con-
nectivity,” says Aircom’s Margaret Rice-Jones,
“then I think WiMAX is a technology that
can do very well. That is the early market for
WiMAX; nomadic rather than mobile.”
Non-GSM cellular players, a modular data
offering for mobile operators and nomadic
wireless broadband access in emerging
markets: the business models differ but the
overall purpose is the same. Each of these
options allows WiMAX to be seeded in the
market so that it can evolve technologically
and strategically to the point when GSM fam-
ily cellular carriers may begin to look at their
options for the fourth generation.
“That,” says Paul Senior, “is when we’re going
to see defection. Because WCDMA is pretty much
finished in a couple of years’ time in terms of its
roadmap. It will be out there forever, of course,
but in terms of what operators then install, the
choice is much more interesting.”
Not everybody would agree that the end of
the WCDMA line (including the HSPA upgrades)
is quite so imminent, however. “We’ve got a few
years’ of legs ahead of us,” says Vodafone’s Steve
Pusey. “I can sense peak speeds of 28.8Mbps
in the not too distant future. And that’s quite
a head of steam to offer our customers. There’s
an awful lot you can do with that for consumer
and business services before you need to worry
about upgrade. We’ve got a nice path for the
next few years.” If this is the case, and LTE
matures concurrently, the WiMAX time to
market advantage could be negated.
Pusey’s view on the headroom afforded
by HSPA is shared by many WCDMA opera-
tors, but not by Paul Senior. “That’s just not
true,” he says, continuing: “If you look at how
much spectrum they’ve got and the spectral
efficiencies of those technologies, and the
lack of smarts, it’s simply not going to be
enough. Go to Tokyo and use HSDPA on your »
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COVER STORY LTE v WiMAX
laptop. You’ll get 2 – 300 kbps because there
are too many people trying to share too small
a resource.”
If LTE requires a couple of years to mature
before it is ready for deployment, then so
does mobile WiMAX—certainly if the com-
panies behind it want to see it evolve into a
technology that can take on cellular stand-
ards. And this is something that the WiMAX
community does not seek to hide. “WiMAX
today is more of a broadband technology
than a mobile technology,” says Senior. “We
call it mobile WiMAX and, yes, you can drive
round and do handovers. But it’s not really
architected for mobility first. It will always
be about broadband capacity—whether you
could do that while travelling on an TGV
through France is going to be a secondary
concern, I think.”
This will change, he says, as the technology
evolves to the next iteration, 802.16m, where
mobility will be the trust of development
work. Even so, it’s a fact that could lend a
feeling of security to the LTE camp.
The voice legacy of this camp is important
to LTE. Voice revenues are still the major
breadwinner for cellular players and WiMAX
is a data technology. As the Forum itself says,
“WiMAX technology is designed to supply
data bandwidth only, increasing the band-
width without compromising voice service
quality, since voice services are not operating
on WiMAX bandwidth.”
Othmar Kyas sees this as a potential draw-
back for WiMAX. “Nobody really knows how
well voice services are going to work over
WiMAX. This is the biggest unknown and the
biggest limitation. At the moment, the large
operators deploying mobile WiMAX plan to
only launch data services, which implies that,
in any case, for mobile voice you’ll have to
have another technology.”
Spectrum is another point of contention, one
that Vodafone’s Steve Pusey sees as a potential
obstacle for WiMAX. “WiMAX uses TDD spec-
trum primarily, while LTE is FDD. Most of the
operators that are looking at these technologies
have an FDD footprint, like us,” he says. “There
is a natural choice for us and it’s difficult to
see, because of spectrum, how WiMAX could
play for us in our Western European footprint.
The spectrum we have naturally lends itself
to an evolution towards LTE.”
Vodafone is in both camps, though, and
committed to pushing both standards; a point
Pusey is keen to stress, although he won’t give
a view on which is the better technology. He
52
If LTE requires a couple of
years to mature before it is
ready for deployment, then
so does mobile WiMAX—
certainly if the companies
behind it want to see it
evolve into a technology
that can take on cellular
standards
also points out that LTE could be delivered
in a TDD flavour, and that an FDD WiMAX
could also be developed.”
Exactly when that will happen is a matter
for some debate. “The WiMAX Forum will
have an FDD profile for mobile WiMAX inside
six months,” Paul Senior says. “We’ve been
working on it for the last 12 months. We’ve
been a bit quiet about it because we wanted
to get the IMT 2000 decision. And if we had
gone to IMT with an FDD profile, we probably
couldn’t have got it through. We decided to go
for something that was a little less threaten-
ing, which was a TDD profile.
“There will be an FDD profile, it will sit
at 2.5GHz FDD allocations just as well as
any other technology. And in terms of imple-
mentation, we’re only 12 months away from
products. If our competitors are betting on
Mobile Communications International | First for news, best for business
[the FDD/TDD issue] then they’re going to be
quite surprised,” he says. This could be big
news and, arguably, gives the strongest indi-
cation yet that WiMAX is indeed going to be
positioned as a serious competitor to LTE.
But when these comments were run in
MCI’s weekly email newsletter, A Week in
Wireless, the resulting attention drew the
following from WiMAX Forum chairman, Ron
Resnick: “Contrary to any of the unofficial
statements made recently, the WiMAX Forum
has not made any Board-approved policy or
determination of when FDD mobile WiMAX
system or certification profiles will be created.
All profiles will be determined by the WiMAX
Forum, driven by market demand, and the
WiMAX Forum is exploring mobile profiles for
FDD certification and is defining a network
architecture to support FDD. However, no deci-
sion has yet been made when to propose an
FDD evolution of the “WiMAX” IMT-2000 air
interface to the ITU, nor has it been decided
what specific profile might be proposed by
WiMAX Forum in the future.”
Spectrum is a crucial issue, as is technical
performance.Time to market advantages cannot
be underestimated. But in all probability, each of
these will be trumped by cost. In this industry
lower cost comes with scale and the perceived
enthusiasm among the operator community for
each of these technologies will play a part in
setting the vendors’ pricing strategies.
Othmar Kyas reveals that the engineering
budgets of the major vendors reveal “a clear
preference” for LTE. The leading vendor in
the mobile space, Ericsson, is a very visible
absentee at the WiMAX Forum, while its
competitors are all members.
Cost is a serious issue for the vendors too,
of course. And that’s why Steve Pusey reckons
the two technologies really will converge in
the end. “The vendors themselves will look at
the two portfolios and say that, basically, the
ingredients are very similar. The only differ-
ence will be addressing different spectrum
needs so they’ll just aim for one solution with
different spectrum,” he says.
Obviously vendors will do what their cus-
tomers ask of them. But by the time LTE is be-
ing deployed, and 802.16m (which Paul Senior
promises will do everything that LTE will do)
is ready, the respective roles of operator and
vendor may have changed significantly. Perhaps
by then, the operators will be increasingly
prepared to outsource decisions as to which
technologies are best to the vendors that are
running the networks day by day. ®
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FEATURE CUSTOMER OWNERSHIP
The customer
is always right
The struggle for customer ownership took an interesting turn in 2007, with several
major league non-carrier brands nailing their colours to the mobile mast.
By Sean Jackson
:
ustomer ownership seems—on one
level—a non-issue: the mobile network
operators retain the billing relation-
ship, therefore they own the customer. But
there is more to customer ownership than
being responsible for billing. Brand loyalty,
now more than ever, is difficult for carriers to
foster. In saturated markets, where coverage
is not an issue, fickle consumers are increas-
ingly likely to have stronger allegiances to a
handset manufacturer or, indeed, a particular
web service.
At November’s Mobile World Congress Asia,
GSMA chairman Craig Ehrlich asked keynote
speakers whether they viewed “over the top”
players’ moves as a concern. China Mobile’s
54
CEO Wang Jianzhou, said the challenge fac-
ing mobile operators was not only grappling
with issues on the technology front but also
having to deal with a new business model in
which they were being asked to share content
revenues with the new players. He concluded
by saying that he believed that operators could
still keep the mobile operator-centric business
model, since they maintained ownership of
the subscriber.
But it’s not quite so cut and dried. Last year,
Apple crashed the carrier party on a grand
scale, with certain operators bending over
backwards to accommodate the wishes of
Steve Jobs and co. It is widely believed that the
operators that secured exclusive rights on the
Mobile Communications International | First for news, best for business
device are returning as much as 40 per cent
of the revenues generated on iPhones, in their
customer base, back to Apple—voice as well
as data. All parties involved have remained
predictably taciturn on the matter. Whatever
the truth on revenue share, readers can be
sure it is an unprecedented cut.
Nokia, meanwhile, announced last year the
launch of a new internet services brand name,
Ovi. To the casual observer, Ovi resembles the
Finnish handset maker’s ill-fated mobile web
portal Club Nokia. The carriers weren’t espe-
cially taken with Nokia’s last attempt to muscle
in on the mobile internet.This time, though, tier
one luminaries such as Vodafone and Telefonica
have partnered with the Finn on Ovi.

Not to be outdone in 2007 Microsoft—which
claims to have about 23 per cent share of the
smartphone OS market—added to its portfolio
with the $46m acquisition of mobile music
services offering Musiwave.
Meanwhile, internet search giants Google
and Yahoo have both signalled their mobile
ambitions during the last year; the former
with the launch of its open handset software
stack, Android. More recently, at this year’s
Consumer Electronic Show,Yahoo announced
a series of developments to its on-device por-
tal Go, chief among which was the opening of
the platform to third party developers.
Intel, Sony, Motorola and OpenMoko also
used January’s CES to let the world know that
they’re well aware of the current trends in
mobile data services provision and customer
acquisition.
Intel is betting that that ultra mobile in-
ternet devices will be the “next big thing in
computing,” and the company announced that
it would be making a significant push into
the mobile space in 2008. The firm’s president
and CEO, Paul Otellini, said that the world is
Mobile Communications International | First for news, best for business
“going ultra mobile, with smaller, more pow-
erful, connected mobile devices delivering a
no-compromise web experience in an ultra
low power device small enough to fit in your
pocket or purse.”
Motorola announced the acquisition of
mobile music company Soundbuzz for an
undisclosed sum. Soundbuzz is a privately
held, pan-Asian music platform, that Motorola
hopes will expand its Asia mobile music offer-
ings beyond China and into India, Southeast
Asia, Australia and New Zealand.
In January, idle screen ad specialist Celltick
announced that its solution now includes a di-
rect to consumer offering. Celltick’s Livescreen
Media solution streams messages to handset
screens when the phones are idle and, hith-
erto, has relied on the client being installed
on SIM cards—and therefore depended on
the cooperation of the operator community.
Not any more, as Celltick now has a version
of the client that can be distributed in a text
message, allowing internet companies and
content providers to reach users even when
the carriers aren’t interested. Whether this
CUSTOMER OWNERSHIP FEATURE
will have an impact on carriers’ inclination to
endorse the product remains to be seen.
Geraldine Wilson, vice president and gen-
eral manager of Connected Life at Yahoo
Europe describes 2007 as a “seminal year”.
She suggests three key developments that
helped shaped the year, and which give a
sound indication of developments to come.
First, operators have recognised that they
need to open up to brands that customers
trust. Second, the operators have realised that
they need to introduce tariffs that customers
are familiar with in the fixed environment,
namely flat-rate. And third, the industry was
presented with its first taste of a device that
caught the imagination of the public far more
than operators had been able to do with any
of their services—the iPhone.
These changes are not necessarily bad news
for the carriers, says Wilson. “I absolutely
believe operators have a key role to play. How
they embrace the challenges will dictate how
much they retain. I think the route to success
is working in partnership. They have certain
strengths, we have certain strengths, and
that’s the key to unlocking the internet, not
by everyone trying to do bits that they’re not
very good at,” she says.
But what made carriers such as Vodafone
and Telefonica “recognise” that they need to
partner with trusted brands? According to
Informa analyst Paul Lambert, writing in
Informa Telecoms & Media’s Global Mobile,
it boils down to a collective “failure” to make
a success of mobile data services. Lambert
suggests this failure is down to a “lack of
interoperability among subscribers on dif-
ferent networks,” and a “lack of awareness
among end-users that an operator brand
stands for services as much as it does for
enabling basic telephony.”
Not surprisingly, the carriers disagree
with Lambert’s assessment. Mike Short, vice
president research and development, Tel-
efonica O2, says: “One of the characteristics
of the Telefonica Ovi deal is how do we get
more usable and usage oriented services. The
iPhone deal is entirely about that, i-mode was
entirely about that. So these three things [Ovi,
iPhone and i-mode] are an examples of that
trend in this decade.”
According to Short, Club Nokia was largely
a development forum that brought together
different players. Being “quite technical” it
was more appealing to the early adopters and
the solutions driven end of the market. Short
reckons Ovi is integrated more from a “service »
55
FEATURE CUSTOMER OWNERSHIP
perspective”, rather than a technical perspective.
“Clearly it will depend on Ovi being compatible
with a range of devices; if it is only available
on one or two devices, it may not be as strong
as Nokia would like it to be,” he warns. It was
a lack of handsets that brought about the de-
mise of a short-lived UK outing for i-mode, so
Short has experience of this. While the carrier
still supports the DoCoMo licensed service in
the UK and Ireland, it is phasing it out and
encouraging subscribers onto a re-jigged O2
Active portal.
A spokesperson for Vodafone told MCI
that its apparent change of heart regarding
Ovi is the result of natural evolutionary
processes. “Nothing’s really changed,” he
suggested. “This is just part of our on-going
collaborative work with Nokia reaching a
logical conclusion.”
The “logical conclusion” presumably being
that, as difficult as it’s been to build demand
for and loyalty to mobile services, two heads
are better than one. It’s hardly coincidental
that the term evolution crops up so often when
considering network operators’ data services,
since evolution in the classic sense of the word
boils down to a survival of the fittest. The
carriers’ policy of cautiously adapting their
offerings and letting the ‘failures’ fall by the
wayside until something works is nothing
more than good sense.
To risk-averse carriers, the alternative
offers the perceived threat of financial dis-
aster: remove the walls, give the subscribers
genuine flat rate data packages, then stand
back and watch voice and messaging revenues
dwindle away. This is the classic dumb pipe
nightmare.
Tony Cripps, a senior analyst at Ovum, reck-
ons a data pipe future need not necessarily be
a nightmare for carriers. “This is possibly one
of those things that has been built up over the
years that it would be a disaster if carriers
ended up becoming pipes,” he says, adding:
“Everyone thinks that it is a daft possibility
that just can’t happen.”
Cripps suggests an alternate “intelligent
pipe” reality could come to pass, where car-
riers persuade subscribers to pay a premium
for guaranteed quality of service. Arguably,
however, that’s more or less what carriers have
been trying to do all along, consumers have
been given the opportunity to pay a premium
for—among other things—mobile email, MMS,
video calling and 3G streamed mobile TV, yet
mass market adoption has been frustratingly
elusive. Cripps reckons that until now the
56
“It’s difficult because one of the inevitabili-
ties for a long time has been that companies
like Yahoo and Google were going to try and
make their impact felt in the mobile market.
Frankly, I don’t think they see it as a mobile
market, it’s an extension of what they already
do,” says Cripps.
One massive benefit that the webcos have
over mobile operators—and almost anyone
else they’re trying to work with on mobile
content of any description right now—is the
loyal user base they engender.
“I think there is a lot of genuine sticki-
ness that comes with these things, whether
you’re a fan of Yahoo or Google, that may
end up determining what type of phone
you end up with in the future,” suggests
Cripps.
Yahoo and Google, while both basing their
business on search and advertising, do—as
Cripps suggests—seem to have slightly dif-
ferent mobile strategies. Yahoo debuted its
Go platform at last year’s CES, and unveiled
three new developments one year on. Ver-
sion 3.0 has a new user interface, and a new
personalised homepage. Perhaps the most
important change, however, sees Yahoo open-
ing up Go to third party content publishers.
The search firm unveiled eBay, MySpace and
One massive benefit that MTV as key partners at CES.
the webcos have over The Java-based platform, once installed,
presents the user with mini-apps—widg-
mobile operators—and ets—offering a range of services. The concept
is not dissimilar to the one used by Apple on
almost anyone else they’re the iPhone’s idle screen—where the Yahoo
trying to work with on icon also sits—and also with Nokia’s WidSets
Java-based solution, which enables users to
mobile content of any tag content and apps for easy future access.
Go was well received by critics, though it is
description right now—is fair to say it has not been a runaway success
in terms of installations.
the loyal user base they It’s early days though, reckons Wilson:
engender “One of the things everyone underestimates
in the mobile world is time. We have agree-
ments with leading manufacturers like Nokia,
Samsung, Motorola, LG and RIM.”
networks haven’t been fast enough, and the Wilson reckons “quite a significant
services not compelling enough to warrant number” of Nokia handsets are shipping
the extra consumer spend. with the client pre-installed. Whether or
It all sounds eerily familiar: ‘build the not that number is ‘significantly’ higher or
networks, and they will come’. The problem is lower than the “tens of millions” of Nokia
that once the carriers have gone to the expense handsets that the Finn says will ship with
and trouble of buying licences, bringing the WidSets pre-installed is another matter. “It is
networks up to speed and subsidising high complex working with these organisations,
end handsets for their subscriber base, the getting it all to function, getting it approved,
internet big boys will move in and collect getting it scheduled into their production
the takings. cycles,” she says. »
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companies, dozens of industries and over 40,000
professionals from 125 countries all working toward
the common goal of revolutionizing wireless.
Whether in broadband convergence, enterprise,
advertising, social networking or entertainment–
CTIA WIRELESS 2008 is the global marketplace
connecting wireless and you.

April 1-3, 2008

Las Vegas, NV, USA Las Vegas Convention Center
www.ctia.org/ctiawireless
FEATURE CUSTOMER OWNERSHIP
Google, meanwhile, surprised many with
its operating system Android. Rumours of
a Google phone had long circulated in the
blogosphere. However, rather than release
one device with one OS, Google has presented
the world’s OEMs with a licence fee-free
OS that it hopes will enable it to get behind
countless terminals from a wide range of
suppliers.
Under the terms of the release—Android is
licensed through Apache 2.0—OEMs that use
the OS are not obliged to mention Google’s
name and the search giant has no influence
on who, how, where, why or when the soft-
ware is used. So, finding the business model
behind what is, to all extents and purposes,
a completely free service is tricky.
“There is no business model for Google
[behind Android],” says Rich Miner, group
manager for mobile operations at Google
(and one of Android’s co-founders). “It is a
long term play for us. Google does best when
there are nice open platforms for us and the
industry to innovate on. It is challenging
for third parties to build applications and
so our goal with Android was to create,
not just for us, but for everybody, a great
open platform to enable the developments
of applications that benefit Google as well
as many others.”
Google isn’t altruistic, of course, it has built
an impressive business based on advertising
by providing the world’s internet users with
useful stuff free of charge. What’s more, An-
droid will be compelling for any OEM that
wants to avoid paying for Windows Mobile or
Symbian, or any other licensable OS.
“Google has not shown any desire to own
the customer,” says Miner. “We’re very happy
having the carriers do that. We think it is very
good symbiotic relationship. The customers
trust the carriers, for quality of service and
the equipment.”
Miner and Google are betting that when
users are given a browser they will type in.
“We’re confident that this makes it all very
strong for partnerships. We don’t worry if
For a full archive of Mobile Communications International features
please visit telecoms.com. Register for free and receive daily bulletins
and our popular round-up A Week in Wireless.
58
With the bricks to the
operators’ walled gardens
coming down one by one,
2008 looks set to be a
year of further evolution,
not revolution
an Android phone is very heavily branded
by a carrier, hopefully they’ll leverage some
of our services and we think that is great,
ultimately we know if there is a good browser
on the phone, the customer will come to our
website as well.”
Yahoo’s Wilson feels Google’s OS strategy
might well result in the Mountain View firm
missing out: “We believe that it is all about
Mobile Communications International | First for news, best for business
reach and it takes a long time for any OS to get
a major share of the market. We believe that by
the time any operating system gets to be hugely
significant, the battle will be over, because the
battle is about applications that users want to
use, and users will already have decided how
they want to get to web locations.”
However, she concurs that partnerships,
rather than rivalries, are the way forward.
“If our goal is to be number one in search
and advertising, there are one or two things
we have to do when we work with operators
and publishers. We want to be their part-
ner for selling and serving advertising on
their sites and we’ve announced a number
of agreements here in Europe.” Last year,
Yahoo announced a deal with Vodafone,
under which it looks after the advertising
on the Vodafone Live site. In January the
search firm announced a collaboration with
T-Mobile in the UK to support the carrier’s
graphical advertising.
“Today, the way most people access the
internet on the phone is first through the
operator portal. That’s why we place a lot of
importance on being the preferred partner
with the operators,” Wilson says.
With the bricks to the operators’ walled
gardens coming down one by one, 2008
looks set to be a year of further evolution,
not revolution. The carriers’ caution seems to
be driven by a reluctance to accept that they
cannot hope to share from every little piece
of revenue generated by a third party using
their networks.
Ovum’s Cripps sums it up best: “The op-
erators can play hardball if they want. But
I don’t think they’ll win friends among their
subscribers if they start blocking access to
certain services and applications. They’re
in quite a difficult position. Clearly, find-
ing a way in which they can work together
would be the ideal scenario. We see some
early examples of carriers trying to do that
sort of thing. Nonetheless, they’re extremely
wary of what this means for them in the
long term.” ®
MAKE THE RIGHT CONNECTIONS

Creating ideas, spreading knowledge and making the right connections are what
ITU TELECOM A FRICA 2008 is all about. It’s the crucial ICT networking platform for the
African region. Join leaders of industry, governments, regulators, innovators and
visionaries to explore, discuss and shape the future of Africa’s ICT sector. Organized by
the International Telecommunication Union (ITU). Visit www.itu.int/africa2008
 THE INFORMER

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60 Mobile Communications International | First for news, best for business