Mobile Broadband Scorecard Service

Increasing Subscribers on a PAYG Basis

20/07/2009 1

Andrew Blake, CTO

PD0100D006 v1.0

Mobile Broadband Driving Growth

• Very competitive market– Only data ARPU showing growth potential– Mobile broadband returns also up, increasing costs

• Need to project the right image ...... to strengthen the brand ...

... to increase sales

• Trustworthy, Reliable, Current, Interactive

• Coverage again key weapon in marketing arsenal– Online maps do more damage than good

• Let’s compare UK coverage map systems ...

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Comparison – Same Postcode

UK - Orange UK - O2

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Comparison – Same Postcode

UK - T-Mobile UK - Vodafone

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Comparison – Same Postcode

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UK - 3

MBSS – Same Postcode

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UK Coverage Map Comparison

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Ora

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O2

T-M

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3 MB

SS

Map

Easy to navigate map

Resizable map

Search by partial address

Multiple searches

High quality road map

High quality aerial map

WiFi hotspots / basestations

Store locator

Service quality estimate

Purchase recommendation

Mobile Broadband Package Builder

Flexible architecture facilitates embedding into POS process

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Mobile Broadband Scorecard

• Signal strength not reliable enough

• Better to consider extra factors

• Straightforward traffic light result

• More accurate recommendation than available today

Reduces return rates

Improves OPEX20/07/2009 9

Current Online Coverage Maps

• No group-wide strategy regarding coverage

• Disparate home grown solutions hosted internally

• Not up-to-date with latest web technologies

• Subscribers perceive an out-of-touch operator and don’t trust what the maps tell them

Significant room for improvement20/07/2009 10

Improving your Web Brand

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• Current– Slicker than Google Maps– Kudos for best coverage maps– One stop shop for spatial info

(e.g. store finder, hotspot finder)

• Reliable– More accurate coverage checker

than your competitors– Less chance of misleading– Fewer returns

• Interactive– Customers report coverage issues– Notify them as coverage improves– Vetted community info can be

included into future results

• Trustworthy– Accurate & attractive maps– Customers trust reported coverage– See searched locations clearly

(e.g. home, work, play, ...)

Happier customers

Happier customers

Happier customers

Happier customers

Why a Service ?

• Quick to deploy

• PAYG service

• No initial fees

• No minimum purchase

• No minimum tie in period

OPEX not CAPEX

• Transparent link between– Cost of the service, and

– Incremental benefit to your business

• Coverage checks result in sale or prevented return

Either way, you gain

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Why Synectics ?

• Off-the-shelf solution available now

• Strong track record

– creating, deploying and supporting innovative solutions to mobile network operators

• Experienced Board of Directors

– Radio propagation and coverage

– Online GIS solutions

• Customer focused and agile approach

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Next Steps

• We’re seeking reference customers in each country• Prepare demo using real operator data

• Partnership approach– Great live showcase– Very competitive first deployment pricing per country

• PAYG - low initial outlay to get operational system

Could be operational by end Q3/2009 You could take initiative over competitors

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Demo

• Online demonstrationhttp://www.synectics-tc.com/demo/

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