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2009/7/20 Ulink Group
Ulink
2009/7/20 Ulink Group
New 3G Services In China
Chances and challenges
for SK Telecom
Mobile
Application is
essential
Mobile social networks and
location services: two future
trends for mobile applications
Strategy Implementation
China Telecom Restructuring
SK Telecom should
launch location
based service in
China
Mobile Value
Chain Changed
Strategy Plan for SK Telecom SWOT Analysis
Chapter 1
Chapter 2
Chapter 3
Ulink
Network
TD-SCDMA
CDMA2000
WCDMA
Chances for SK Telecom
•SK Telecom has launched TD-SCDMA
project with Datang Mobile and SIM
Technology in China. It is a good chance
for SK Telecom to enter 3G cell phone
market in China because of the lack of
terminal types of TD-SCDMA.
•Advanced technology and experience of
SK Telecom in CDMA2000 can offer
more cooperation chances with China
Telecom.
•Long time partnership in terminal
manufacturing (SK Mobile) and service
provide (UNISK). SK Telecom can use this
opportunity to implant the mature 3G
service into network of the China Unicom.
New Mobile Operators
2009/7/20 Ulink Group
Ulink
Logo for 3G Service Launched Services
WIFI Music Zone; Fetion (IM);
Videophone; 139 Emai;139.com
(SNS, beta version)
WIFI; Mobile TV; Tianyi LIVE(IM);
Music Download; Walki-talki
WIFI; Music download; Mobile TV;
Videophone; Mobile Email; IM;
Mobile Search
New MO
Mobile Operators
(MO) begin to play an
important role in
content provider. This
is a big challenge for
SK Telecom in 3G era
of China
2009/7/20 Ulink Group
Ulink
Content
Provider
Service
Provider
Handset
Manufacturer
Mobile
OperatorConsumer
Applications play a core role now!
Handsets manufacturer, Internet giant
try to split revenue with MO in valued
added services. Competition is more
fierce.
Traditional Mobile Value Chain
At present:
2009/7/20 Ulink Group
Ulink
Type 3:
May coexist with type 2.
Each part in the chain split
one part of revenues of
the final services.
Application
Developer
Handset
Manufactu
rerConsumer
Mobile Operator
Content
Provider
Type 1:
Terminal manufacturers control the
service contents. Apple and AT&T is of
such type.
May happen in China is one kind of
handset can attract extremely large
number of users
Type 2:
This type is most probably happen in
China. MO plays a core role in service
contents.
How to cooperate with MO is essential
in this type.
Content
Provider
Consumer
Mobile Operator
Handset
Manufacturer
Content
Provider
Mobile
Operator
Consumer
Handset
Manufacturer
2009/7/20 Ulink Group
Ulink
Future
Enhanced 3G3G (Today)Low Speed
Today
Text Messages Pictures Multimedia
Analog Analog-Digital Digital Only
Location sensitive marketing,
such as location-based
advertising
Clips Streaming Interactive
Ringtones Download Streaming
Dual-Mode Wifi+Digital
Voice
SMS/MMS
LBS/mCommerce
Video
Ringtones/Music/Gaming
Data Access
Services are being deployed more frequently…
Services evolve over time …
Services are proliferating…
2009/7/20 Ulink Group
Ulink
Phone (or smart phone at present)in the future will be a personal digital device
with rich multi-functions. With high data transition speed of 3G networks, data
sharing service will be one trend.
0
100
200
300
400
2008 2009 2010 2011 2012 2013
source: Forward Concepts Corp.
Social network (SN) applications such as
Facebook, Myspace, Xiaonei and Kaixin link
people together on the internet. 3G will
make mobile SN popular. With numerous
consumers and rich data sharing services,
ARPU can be boosted greatly.
2009/7/20 Ulink Group
Ulink
With the development of position technology, more and more phones can be
used to locate the position accurately and quickly.Technology Networks Accuracy
A-GPS All 1-10m
GPS All 10-30m
AFLT CDMA 50-200m
EOTD GSM 50-200m
TDOA All 100-200m
EOA All 100-200m
Booming GPS handsets market.
0
100
200
300
400
500
2007 2008 2009 2010 2011
source: iSuppli Corp.
0
5000
10000
15000
20000
2007 2008 2009 2010 2011
2009/7/20 Ulink Group
Ulink
GPS + SNS = Location-based SN , another trend in the
future. With position technology, your cell phone can:
Tell where all your friends are.
Show people and things that match your profile and
interested related online service.
Discover hot and interesting places
“Local” will be another trend in mobile applications.
Location-based Social Networks Applications Abroad Location-based social networks in the
world could reach revenues as high
as $3.3 billion by 2013, a high ARPU
service.
0
5
10
15
20
25
2008 2009 2010 2011 2012 2013
2009/7/20 Ulink Group
Ulink
1
2.5
3.2
2008 2009 2010 2011 2012
Market
0
100
200
300
400
500
600
2007 2008 2009 2010 2011 2012source: eMarketer,Septemp 2008
LBS market size forecast in China and worldwide.
The Scope of LBS
Mobile Resource
Management
1. Sale force
Tracking
2. Fleet
Management
Entertainment
1. Location-based
social network
2. Location-based
games
Information
Service
1. Location-base
Advertising
2. Navigation
Personal Security
1. People Tracking
and Location
2009/7/20 Ulink Group
Ulink
ConsumerMAP Provider
MAP
Interface
Provider
LBS APP
Developer
Content
Provider
Mobile
Operator
Handset
Manufacturer
Position
technology
Provider
Based on the above value chain, strategies for SK Telecom entering
LBS market in China are as follows:
1) LBS is still in the emerging step in China, therefore, to attract more
subscribers, we suggest to launch location-based social network
application called Ulink.
2) Provide location-based service contents as value added service.
Besides the traditional data services such as music/video sharing,
we suggest to launch the location-based advertising (LBA) service
due to its large potential market.
3) Research new position technology or/and manufacture terminal
with built-in GPS module. This will aid SK Telecom to enter the 3G
phone market in China.
2009/7/20 Ulink Group
Ulink
1. Negotiation difficulties with
China Telecom, because of
less cooperation experience
2. Other mobile operators
may become the
competitors with SK
Telecom since they control
strictly in value added
services
3. Entering terminal market in
China is also difficult
because it is dominated by
other brands such as Nokia.
Technology Strength.1. Mature 3G technology and leadership role
in developing an end-to-end LBS platform
in the world
2. Abundant internet business in China
3. Productive R&D research center in China
4. Long time cooperation with companies in
China
Market Strength1. Rich market sale experience in LBS in
South Korea
2. Solid financial foundation
Culture Strength1. Similar traditional culture between China
and South Korea
2. Modern culture in South Korea is also very
popular in China, especially in entertain
domain.
Strength Weakness
2009/7/20 Ulink Group
Ulink
Market Opportunity: 1. Popularity of SNS may make
Ulink the most popular location-
base social network in China
2. Mobile LBS is in the emerging but
booming stages in China. SK
Telecom can utilize this chance to
integrate the internet business
that have launched in China
3. A chance to enter 3G cell market
in China , especially China
Mobile which operates the TD-
SCDMA network needs more
types of terminals. This can
further enhance the brand impact
4. May play a leading role in the
market of 3G value added
services.
Competition Threat:1. Mobile operators may develop their own
position technology. Knockoff cell
phones which have GPS module are
also threats.
2. Internet giants such Google and
Microsoft may enter LBS market by
proposing applications integrated with
their other products . Even terminal
manufacture like Nokia will be the
market competitor in the future.
3. Existing internet SNS applications such
Xiaonei and Kaixing may launch the
location-based substitutes.
Policy Threat:1. Location is one of the most private
information, any one who steal this
information for illegal usage may lead to
severe consequence.
Opportunity Threat
2009/7/20 Ulink Group
Ulink
1. Choose map interface provider
We here choose Mapabc as our
map provider because:
1. Large map database and
fast access speed
2. Share potential partners.
City8 provides 3D street
view for most of cities in
China, cooperation in the
future will make Ulink more
attractive for mobile users.
Provider Map Data Source Market Share Partners
68%
10.4%
10%
Baidu, Tencent
Google, Microsoft
City 8
NetEase
2. Build LBSN--Ulink
1.Choose the most potential partner: Bedo in China
because: The first LBSN in China, and is popular in GPS mobile
users in China
Honored as the 100 Winners for Red Herring Global 2008.
Win Top ten best internet applications in mobile phone
2. Integrate Cyworld China into Ulink
Ulink
Ulink
Mobile SNS launched by
China Mobile
(beta version currently)
2009/7/20 Ulink Group
Ulink
1. Incorporate internet service into Ulink
Ulink
Music download
and sharing
Location-base
game
Location-based
marketingWhen Ulink has attracted large number of
consumers, launch LBS into Ulink. This can be
carried out by incorporating internet business of
SK Telecom in China into Ulink
2. In LBS, LBA will be the emphasis which
leads to revenue for Ulink
The value chain of the proposed LBA
Ads database of Ulink contins:
User profile information of Ulink
User real-time location information
Ads of advertiser
Adviser Ads database MO
2009/7/20 Ulink Group
Ulink
1) Send advertisements and charge the advertiser based on response rate or click
numbers. Two schemes are proposed:
2) If Ulink becomes a strong brand and its services are generating a lot of traffic
volume( game, music etc.), it might consider asking the MO to pay for generated increased
traffic.
Business Model for LBA
ads
ads
adsads
ads
Where is the
restaurant?
Where can I
buy a glass?
Push scenario:
Send the advertising
messages actively to
the subscribers.
Advertisements
containing value-added
information will be
more attractive. This
method have great
potential in locations
with high traffic flow,
such as with public
transport system
Pull scenario:
Send the advertising
messages actively to
the subscribers.
Advertisements
containing value-
added information
will be more
attractive. This
method have great
potential in locations
with high traffic flow,
such as with public
transport system
2009/7/20 Ulink Group
Ulink
For high –end
consumers
For low –end
consumers
Both have strategic
partnership with ST
Telecom.Leading
automobile GPS
manufacture,
acquired by ST
Telecom in 2008
Leading provider of
GPS-enabled silicon
and software location
platform , partner
with SK Telecom
since 2004
Partners of terminal
Manufacturer
Mobile Operator of
China
GPS hardware/technology
Provider
Strategy plan for SK Telecom to enter the
GPS terminal market in China
SK Telecom can
provide terminals
with position
function to China
Telecom, since
they adopt the
same network
(CDMA2000)
2009/7/20 Ulink Group