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Telstra in confidenceTelstra in confidence
AMTA 2003 Congress Carriers RoundtableAMTA 2003 Congress Carriers Roundtable
Ms Lynda O’Grady, AMTA Board Member
Chief of Products Telstra Technology, Innovation & Products
Ms Lynda O’Grady, AMTA Board Member
Chief of Products Telstra Technology, Innovation & Products
Key direction for the
mobile phone industry
Key direction for the
mobile phone industry
Key issues facing the mobile industryKey issues facing the mobile industryOur customers• Responsiveness to their needs• Consumer Education• Customer friendly distribution
The community• Social Responsibility• Community Involvement
Australia• Economic rationality• Industry Responsibility – “guided not mandated
by regulators”
Our customers• Responsiveness to their needs• Consumer Education• Customer friendly distribution
The community• Social Responsibility• Community Involvement
Australia• Economic rationality• Industry Responsibility – “guided not mandated
by regulators”
Telstra in confidenceTelstra in confidence
Our customersOur customers
"I have always wished that my computer would be as easy to use as my telephone. My wish has come true. I no longer know how to use my telephone."Bjarne Stroustrup, computer science professor, designer of C++ programming language (1950- )
"I have always wished that my computer would be as easy to use as my telephone. My wish has come true. I no longer know how to use my telephone."Bjarne Stroustrup, computer science professor, designer of C++ programming language (1950- )
Responsiveness to their needsResponsiveness to their needs
Telstra in confidenceTelstra in confidence
Our customersOur customersTechnology, Device, Applications & Content AlignmentTechnology, Device, Applications & Content Alignment
Telstra in confidenceTelstra in confidence
Our customersOur customers
Telstra in confidenceTelstra in confidence
Technology, Device, Applications & Content AlignmentTechnology, Device, Applications & Content Alignment
SMSSMS
CDMACDMA
GSMGSM
Our customersOur customersC
on
su
mer
Loop
Corp
Telstra in confidenceTelstra in confidence
Technology, Device, Applications & Content AlignmentTechnology, Device, Applications & Content Alignment
SMSSMS
CDMACDMA
GSMGSM
PicturesPictures
MusicMusic
SportSport
GamesGames
InternetInternet
MCommerceMCommerce
Remote AccessRemote Access
Communications- emails- instant messaging
Communications- emails- instant messaging
Our customersOur customersC
on
su
mer
Loop
Corp
Telstra in confidenceTelstra in confidence
Technology, Device, Applications & Content AlignmentTechnology, Device, Applications & Content Alignment
SMSSMS
CDMACDMA
GSMGSM
PicturesPictures
MusicMusic
SportSport
GamesGames
InternetInternet
MCommerceMCommerce
Remote AccessRemote Access
Communications- emails- instant messaging
Communications- emails- instant messaging
MMSh/s
Mp3 phones
Java/BREW/WAP
Blackberry/PDAs
Smartphones
Browser phones
Vending machines & parking metersPC Tablets
PCs
MMSh/s
Mp3 phones
Java/BREW/WAP
Blackberry/PDAs
Smartphones
Browser phones
Vending machines & parking metersPC Tablets
PCs
Con
su
mer
Loop
Corp
Our customersOur customers
Telstra in confidenceTelstra in confidence
Technology, Device, Applications & Content AlignmentTechnology, Device, Applications & Content Alignment
SMSSMS
Packet Data(GPRS/IXRTT)Packet Data
(GPRS/IXRTT)
MMSMMS
Circuit DataCircuit Data
CDMACDMA
GSMGSM
PicturesPictures
MusicMusic
SportSport
GamesGames
InternetInternet
MCommerceMCommerce
Remote AccessRemote Access
Communications- emails- instant messaging
Communications- emails- instant messaging M
ob
ile L
ocati
on
Mob
ile L
ocati
on
Our customersOur customers
Source: Analyst consensus Source: Analyst consensus
0
10
20
30
40
50AustraliaGermanyIrelandJapanPhilippinesUK
% of revenue
2000 2001 2002 2003
Consumer education underpins revenue from data services – the beginning of a journeyConsumer education underpins revenue from data services – the beginning of a journey
Telstra in confidenceTelstra in confidence
Our customersOur customers
• Focus on coverage and mix – online and retail
• Innovative solutions– New stores formats
and concepts– Extended coverage through
partnerships (Harvey Norman, Tandy, Crazy Johns etc)
• Changing role from merchants to educators
• Focus on coverage and mix – online and retail
• Innovative solutions– New stores formats
and concepts– Extended coverage through
partnerships (Harvey Norman, Tandy, Crazy Johns etc)
• Changing role from merchants to educators
Telstra in confidenceTelstra in confidence
Customer friendly distribution - the key to increasing usageCustomer friendly distribution - the key to increasing usage
The communityThe community
• Social responsibility– Telstra LIFE program
– Launch of two new educational tools -
“Mobile network - how Australia communicates”
• Community involvement– Greater community involvement in
mobile network deployment with the launch of a new tool “Mobile and Health”
• Social responsibility– Telstra LIFE program
– Launch of two new educational tools -
“Mobile network - how Australia communicates”
• Community involvement– Greater community involvement in
mobile network deployment with the launch of a new tool “Mobile and Health”
Telstra in confidenceTelstra in confidence
Australia Australia
Telstra in confidenceTelstra in confidence
Economic rationality - future technology trendsEconomic rationality - future technology trends
2G 2.5G 3G
Source: Telstra Source: Telstra
1xRTT1xRTT
CDMA20001xEV-DO
CDMA20001xEV-DO
CDMA20001xEV-DV
CDMA20001xEV-DV
EDGEEDGE
W-CDMAW-CDMAGPRSGPRSGSMGSM
TDMATDMA
CDMA-OneCDMA-One
Evolution of mobile systems 2G-3GEvolution of mobile systems 2G-3G
Telstra in confidenceTelstra in confidence
Speed and coverage could together drive greater overall mobile data uptake and customer acquisition Speed and coverage could together drive greater overall mobile data uptake and customer acquisition
• Web browsing (1 page view)
• Online shopping (to get to for 1 page view)
• Polyphonic ringtones
Real time 2004/20
05
Real time 480 KB/min
N/AN/AN/A• Video telephony
• Download video (sport, trailers)
• Field workforce automation
• Synchronised PIM (eg. Calendar)
• MMS with picture (eg. news, entertainment)
• Enterprise dispatch
• Basic text (email)
1x/EVDOWCDMA1xRTTEDGEGPRS
DoCoMo proved - it’s not about speed! [9.6 kb/s]
[85% data penetration & 25% ARPU]
High
Low
ProjectedDemand*
Selected cellular dataapplications
107 40 46
3 3 1 1
1.5
1.5
1.5
2
2
2
3
0.5
6
0.51.51.53
6
6
6
6
6 6
6
2
2
1.5
3 2
9
914
109
14
14
14
8
14
921
22
Likely user receiving experiences (seconds)
* Based on recent market analysis (Telstra, Nortel)
Evolution of mobile systems 2G-3GEvolution of mobile systems 2G-3G
2G 2.5G 3G
Rational technology investment - evolution not revolutionRational technology investment - evolution not revolution
Telstra in confidenceTelstra in confidence
1xRTT1xRTT
CDMA20001xEV-DO
CDMA20001xEV-DO
CDMA20001xEV-DV
CDMA20001xEV-DV
EDGEEDGE
W-CDMAW-CDMAGPRSGPRSGSMGSM
TDMATDMA
CDMA-OneCDMA-One
Source: Telstra Source: Telstra
Industry responsibility Industry responsibility
Key policy requirements for a competitive industry
• Participative approach by regulators
• Evidence-based, rather than media-led, approach to regulation
Key policy requirements for a competitive industry
• Participative approach by regulators
• Evidence-based, rather than media-led, approach to regulation
Telstra in confidenceTelstra in confidence
“Guided not mandated by regulators”“Guided not mandated by regulators”
Our challenge…Our challenge…
As Members of this industry ‘WE’ are challenged with moderating
• the demands of mobile consumers to whom we owe reliability, education and accessibility
• the community concerned with collateral social and health issues
• the technology push – ex network and handset vendors
As Members of this industry ‘WE’ are challenged with moderating
• the demands of mobile consumers to whom we owe reliability, education and accessibility
• the community concerned with collateral social and health issues
• the technology push – ex network and handset vendors
… and the nation – which cannot afford premature or over-investment in wireless infrastructure
It is OUR challenge…
or we face unfavourable social and economic consequences
… and the nation – which cannot afford premature or over-investment in wireless infrastructure
It is OUR challenge…
or we face unfavourable social and economic consequences
Telstra in confidenceTelstra in confidence