12 : 3Ê 1?::',] , TELE l'ir-:i laDc :. À. -1511.117:Ë,5Ê;4 1,: É

PorlusalTELECHAMADA

INFORÍÚAïION SERVICES. THE NEW PAGING AGE

O. INTRODUCTORY NOTES

1. MARKEÍ|NG INFORMATIoN SERVICES: - Wl'lAT? WHY?

1.1. GLOBAL INDUSTRY REASONS FOR DEVELOPING INFORMATIONSERVICES (1.S.)

1,2. HIGHLIGI-ITS ON MARKET REASONS FOR DEVELOPING I.S'

1.3. BUSINES$ REASONg FOR DEVELOPING I'S.

2. THE PIONEERING EXPERIENCE OFTELECHAMADA

2.í. INFOCHAMADA: A MILESTONE FOR PAGING l'S' lN PORTUGAL

2.2. oRlÏICAL SUCCEss FACÏORA: 1.8' SELLING ITGELF AND SELLING

THE PAGING CONCEPT TO NEW USERS

3. EXPANDING I.S. AND BROADENING ITS SCOPE : -WHERETO GO?

4. CONCLUSION

Exdoidng irç Potchcld af Advanno Mêsseting ànd P.ghtÉPPA ConlèÈrcèNICE - FEbr96

i:- :-:rô l?::: , TELE P/i lAt c :i. d.

TELECHAíI|ADA

INFORMATION SERVICËS: THE NEW PAGING AGE

Paging: The Excêll€ncê m€an for llobile lnÍormaüon

E pÌoldnglha Polonçi.tl ú Advance Ma.t ging.ndPaingÊì44 Cônlsftnctn,CE - Fôb,eo

:1511-+17:rÊ5ã;1 2 B

Porfit''/

0. lntroductory-Notes

Alphanumerio paging saema to be the eBoence of a new leveraging effEct that will,nhano. the absolu{e uniquenêss of paging among all - until now called - mobile

communlcaüona sYstems.

For the last Í 5 to 20 years, notification has been undêrstood as a way to allow forestablish a v€rbal communlcaüon pFooess between 2 "oommunlcators" ' BeepmeI'll call you back than?" -, ol as a mean for "triggering" a pre-establlshed action'Urgency call for all elemênts of a íire brigade.

For a long üme paglng has been the way for notifioation - eimple beeps or codednumeric messag"Jwãre the most colnmon onec , uscd by morc than 9O7o of theworld total paging users, Only âbout 20olo of this total is uslng alphanumericpaging, belng the majorlty oÍ them, users in countries where paging doesn'tbenchmerks long-üme lradition,

Thls contrast between large numerlc user-baee, steadily averaging lts growthabove Tolo per annum, and a tiny atphanumeric user-base growing fast, is good

food for thought. How can wê say that alphanumerio ia thê lêvêrag€ for paging inthe next coming years, when the global industry, namaly pager manufêcturêrs, iE

making their core business grow and liv€ upon massive productlon of tone-onlyand númerlc pagêrs, milking their câÊh-cows on large scale and low unit coatproducüons?

The parador seems to clear up in our mindg.

But even though dlfierant markets, at a given moment, experimant totâlly diffarentmaturity stapi, allowlng the global lndustry to longìatt its íindings andcapabilÌüee, the advent of other mobilc communication teohnologies iojeopardislng paging posttlon and lts future developmerú and applioaüon. Evanknowing that 6ome countrles will be born for paglng wÍthin some X yeare, as

Eastern Europe, China, and Vietnam Coreia are now, !ì/hat ls happaning to pagingln çountrles where cellular is attaining lts 2nd degrea of mafurity and becomlngmore and morE cheaper to uae? ,

lô prêclsêly in thia êroas-road, where paglng has to seek for other skills to glvemankind great usefulness and to dlsüngulsh itself from olfier mobilecommunícatlons Éystems, For eure, it g€€ms it has rêach€d ono of its long termwindow of opportunlty.

I:ELECHA'IIADA Poútgal

What are lrìformaüon S€rvlcê8, whlch wlll lêad p€oPle to require it, buy it and Payit, enabllng such kind oÍ use of a paging ngtwork facllity? Why ls lhat so importantfor either the SuppÍy and the Demand for Paging?

{.1 . GlobEl lnduetry Reaeone for Developing lnforrnation Servicee (1.S.)

The natural reslstance shown by paging operators on adopüng alphanumericmessaging atandards, wlll always be a faot up to the moment where technologyallows for rsliable text proceesing without human interventlon, Ther€fors, isnumerlc paglng a longJasting buainess opportuníty alternalive, êithêr foropsrators, €ithsr for manufacturera?

Dead-end stroet: : WeaknesseE of the actual European boominq trends

Even attached to a volcs-maí|, numeric paging has been a way to pro-establish eone-to-on€ conversation - and morg it looks to be so, if l'm correctly interpreüngthe CPP - Consumer tltpe of use. Therefore, how hae paging became more broadlyunderstood?

Belng numeric, it has and alwaye will become an alternatlve device, whencompared wilh collular phone: 'Why to be bêopêd (ln thê most of the sÍtuations) toknow I must gst in (voico) touch wlth sorìëone, if I can get a mobile phone witàme?"

Eecause it's cheaper than '\nrearing" a cellular(is it?).

Even overstating othar advantagas - batteries autonomy, belter servlce covéragê,easier handling + portability -, despite being truths, ar€ ws or not trying toeomehow ehade the rcality undêr whioh paging haan't yet built an not chaÍlengingcompetence?

Evon taking advantage of it, how faet has becamê paglng customer bass rotatlondue to "upgrading" to csllular?

How fast le growing customer acquisition p€r month, comparêd wlth thâparformance of per capita turnover per monlh? How fasl will paging stop to be'tr€ndy" wlthin th€ youth segment, drying this source before a nèw comlnggeneraüon willfind it again desirable?

Evaluaüng thê bensfits for tìe Ênd usar, the questlon to b€ answ€rèd ls: ÍHow toexplolt Íuture buoiness, ov€rcomlng thÊ wéaknêg3es of numerlo, wlthout gsttlnginto the cosüy structura of supplying alphânumerlê paging?"

Ex4dlino th6 Pot€ndd ol A*aoco Messtdng tnd PaaingEPPA Conh{'.nèaNlçE - Fpà88

2

Paging, even alphanumêric messaging based. operations, ha8 to rediecover its

.oirpãi"n". of application and thus, gain a new positioning among

Lì"J"ãã""r".üons '(mobile and flxed). lnstêad of only givlng peopla

-theíiã"biriivì u.ing .,irtouch. úì€r€ver th€y are, paglng neede to gáln a new faê€

ls a toot ío allow jeople to have the lnformaüon they want, they need or they wish,

whên€ver they wani and wherever thry are. Thio percelved value will raise

reasons to pay rnore, and thus allow for more suslalned revenuc for evcry supply

perty.

TNFORMATION skllls are beyond coMMUNlcATloN skills. The acguisiti_on ofi;à;*ãú* 3k1ts, ptãc€s the whole industry in a better posiüon üo offer aJ#eremiation edgã, valuable io the market, (see 1'2), tumlng alpha paging

ãp"."uon mo." revlnue-safe End most llkely to be notchallenging by other mobile

communlcatlons.ltisân6rrortrylngtothinkonoellularremainingjustatavolcetranamisslon syetsm - all cellular enginsBring capacities are flndíng out diverse

applicaüons fo; bêtter u6e of netwÒfk6: tfiê morg "moblls communicaüono" it can

be, it wlll ever try to bê.

paglng needs to oreata a fenoe around ita unlquê capabilities: broadcasting has lobe-thã nourlshing ground wher€ seEds wlll Ílourlsh without running tire rleks of aharvêstsd crop by cellular telephony:

o Dellvering the right lnformation on the rlght üme to the rlght oustomers, willallow pallng to èreate the NEW COMPETITIVE ADVANTAGE that's miEsing'

r Glvlng th€ market the opportunity to havs the lnformaìlon it wants, it will createthe mãster-key to enlarg6 thê market potêntlal, ev6n wiÌàin cellular customers;

e Creating the ulnformation'Drivlng" comp€tenoê, paglng will generatâ room forrnore eànomic agents ln this industry, increasing telecommunlcaüons ehar€ ofGNP through employment, capital investrnent and global development in hi-techbuslnesses:

B€sides "being ln touch" people seem to ba eager to have something mo,E even ifthey don't use lhose axìra featuras.

whioh pÊrceÍtagc of buyero of oxponaive domeatic video rêaordêrg uae thoseextra capabilitieJ, whlch make it more expensive than the medíurn tearones?

whioh psrcêntag€ of Gold credlt card holders ute a slgnlÍicant part of taosebeneÍite, that are not inêludêd in tfiê services pack, ofierêd by a Prêmlum orslandard oredit card?

ExpbËng the Pot.tìti.! ol Advânêê Masstgltlg aìd PeçingffiA cënlercnçaNÍCE - F.btt6

4

1 t-,- '" !ê !Ì :2: ì TE L E a,'Hil,lADA ;. À :;15.ii41ï3ô5á;# 5' g

which bcnefits a businêssman mây tâkê from all the advantâgês sf íylngÉi".rU". in

" I hourÍlight, whlch he wouldn'l have availabÌe flying with a "normal

ückeü'?

PooploarcwllllngtoPaymonalohaveahandfuloÍmorè,èveniflh€ydon'tgetbenLfits it from lJthls also true for the long term? Probably not'That's why paging ha8 to ofrEr much mor€ than a corwenienc€: it has to offer more

real addeï vaìuJ benefits to ênsurê happy long lasting customers and ãttractunêxpectêd new onês.

By lncreasing the scopa of benefits ona can take from paging, increased

awareness will be reached.

The very bottomline of this will bo an incr€aslng intêr68t for paging and an

.i.tg"ít n€w markst potentlal, wlth the advantãge that, this way, Paging wlll

creâtã a n€w p€Éormancê, not ov6rlapPing exisüng ones'

í.3, Business Reasons For Developlno l.S-

ln what concerns lnformaüon gervices as a profitable business unit, as it is

underetood by the operator and or by thê lÍÚormatlon sêrvice provldsr, somebeneÍlts must be observêd in some dsttll as follows:

as long as Ì.s, grab on spêcÌflcr$egmentêd pr€ferênces or nêsds fromcuslomers, it cán generate a proÍit priced buslness lnstead of belng a

factors -cost priced busineas;

as a long a l,S, supports its€lf on fulÍìlllng diff€r€nt lnformallon needs, ilscreatesloom for different positíoning and healthy competition amongop€râtora, mainly in counhlss wherê s€veral onêg âr€ fighting for thelargest piece of the pie;

ae tong as LS, is a difrcrcntiation íactor from normal "messaglng"buslneãs, which has been more and more jeopardised by cellular , itmust have ênough attrecüvênêss ând usgfulne68 to notJust overlap suú*lcompeüüon but to attract c6llulâr customors instoad, brlnglng then ahlgh'pErceived user value and êxploring a significant paÉ of the mãrk6twhlch ls already "awakened" to mobilè communications.

Understandhg l.s. a8 bêlng an lmpoÍtant loveragê to attract pêoplë, Telechamadacreatèd and launched th6 Íirst LS. in Portugal, morê prêcisely 4 months aftorstarting operaüon,

2. The Pioneering ExPerience of TeleOhamada

ExCofrnO thê Po.É.n4lêl ol Advancê Mêssãglng âhd Pêgh1EPPA ConíerênceNICE - Feb.â6

? t: -r:1Ê 1?:: -ì j TELE.lHAflàai-A S. À. :511.11i::1ô5E; #

2.í. lnfochamada: a llitastone for Paqing !.S.jalqdugel

From Feb.l93, the lnfoChamada lnformation eervice ie broadcasted direelly íromrêdâètors room oÍ TSF, tÍìe naüon-wlde radio broadcasting company positloneda9 ths "radio-newspapê/'. The most important headlinee and brieÍs are being sentln a 30 mlnute (max.) lntêrval to €v€ry alphanumeric customêr, ln a monthly fârebase,

This approach to l.S. wâs bullt upon a non spêcltlc market segmentation and,thus, giving g€neric lnformation on naüonal, int€mãtiônal, êconomy and sportnews ae wãll as cultural/sntèÈâinment augg€süons in some citìee all over thecountry, results from lottery games, wêather report, closlng (average) exchangerat€s and train timetables.

Bayond text and Íìgures, built up in long messages - around 34 words ''customers and potential users are discovering the "new outstanding" features thata "beEpe/' could give them, other than simple notitication.

Unked to the enormous guccÊss reached ând the high quality standardrecognltion the broadcastlng radio statlon TSF had been awarded by the public,the lnfoOhamada servlce has bèsn s€en very oíten as "the reason" for someone tohuy a pagerlrorn Teleohamada,

2.2. A Sfitjsal.Succqee Faotor: l.S. sellilq itselfãnd sêlliâd thè Da(tlno conceDt to nâw usèra

The remarkabl€ p€rformance oí lnfoOhamada - 7Ü/, oÍ alphanumeric servícecustomêrs Ér€ rêqulrlng to kêep the servlcê aítêr the l st month, lêadT€lBchamada to rsinforce its presence in tho market'

TeleChamada paging services turned to be recognised by the market has the onlyones that, besides messaging, also provided News'

Even when launching consumêr oriented services, TEleOhamada decided tocarefully redesign and markel the lnfoGhamada broadcast in a more simPlc,condensed and be$er addressed version to this new target segmenb a singlemaildrop slot of a PRIVADO pagsr offÊrs the customer the most importantnaüonal, international, spoÉ, weather TV and other entertalnment headlines' in a20 to 30 mlnutes updaung as a baalc téalurê ol PRIVADIO Servlce.

The "stândarcP' InfoGhamada verEion is offered as a head - on servlce In a multl-secìlon lnformaüon package, coverlng 9 baslc subJecte by a monthly Íare oÍ ESC:5OO,OO (about 2 GBPTl6FRF/3,3USD)- This fare, comParês with the arnount pald fordâily nêwepepêrs (ESC: '120,0O each), whlch turns lnfoChamada easily affordable.

ExploltuAtha PoLnd',l ol A&tnca MdEadog dnd PrglnqEPPA Con/ ãDaiNtÇE - Fobna

6

Basioally, people ílnd a general lnformaüon Service an interesting and us€firlfeature,-úaiue io" -one1r ln the case of lnfoghamada, and an unexpected featurefor a paging eervice.

Supported by TSF broadcast staüon and Teleohamada, it has been the benchmarkfor paglng l.S. ln PoÉugal.

General lnformaüon is here to stay but ls lt enough?

What êxtent shall l.S, develop in ordêr to be a long lasüng opportunlty for paglngoperatore? la ther€ â markât poìêntlal for hlgh Profit l.s.? llow to evaluale needs

and preferences, to meet adequat€ affrwers and to conÍigur€ têchnical andcommêrcial offere?-

All these arise when thinkÌng on develop l.s, . Difrerent eegnrents have differentneeda, conscious or non-conscious yet. When becoming conscious' the morsvaluable to someone lnÍormatlon can bè, the morê one is willing to Pay to gêt lt' upto a certain limlt.

Whether developed by the operator or by an lníormation suppller, recognislngmarket neêds and opportuniüêe mual be done through market analysis'

Reading reality {rom other countries and applylng lt can be a risk, aa long atoulturaiand market maturity levela are diffarent countrlt: A suooess mây bs tfiêcountry B.lop" and vlco-veraa, only evaluating prsferences and local lnformatlondemand patterns, market sêgmenÌatlon ls posslble to tïnd out what and how.lnÍormation shall bs offsrcd and at whât price levels. ldeally, each one of us wouldllkê to have hls own sêlected lníormatlon source'

Whatevor economio agents in the suppty side may Íind analysing thêir localmarket, niehe-segments may be very profltable, and longJasting users a realitltshowing low churn rates,

An lnterestlng example of nlohe targeted l.S', evan though built upon a etandardwired "desktop" seryic€, is MiniRêuters financial servicês. Addresslng to speciícneeds, it ofiere a highly valuable lnformatlon, wlth thê mobilif advantagê. ThisexamÉle shows how óeveral têchnical efforts combined, allow for turning a marketsegmerú, even lf ite a nlohe, into a profitable business for all players, starting bythã cuslomâr-

Th€ balancê among the glze of the group, the amounts charged, thê physicâlaÍïordabllity ând lte dêgras of s€looüon/change among s€v€ral kinde oflníormatlon, shall glve the core succeas factors where ttre global paging induetryoughtto betfor, ií paging has to become a lasüng reality with a steadily growth forthe next years.

É\Éohihg thê Pôtêndd ôÍ Aó'/âncâ MâsaeíinE and P4ingE?PA C,d.hfêÊ,'iÊNICE - Febr96

7

ilEL!a Hd lqt c l. â. 35Ì 1417:l  53 ; # A.: g

Even in eonzumer orlented projeots, the industry wlll havg to Íind domaine wharEthis strâtêgy can succeesfully be applied.

Being natlonal football teamg ths owners oÍ some of the strongest local "brande"all thle adherents, íane and "tifosi" are excellent examples of coneumer marketsegmenis, where loyalty, consistency and long. lastlng preferenoes areexferienced,, The quEsüon ls than: "- How to allow those "consumers" to bêüersaúsfy their thlrst of what'e about wilh th€ir sports têam?

stafing thls vision for the futurê, Telechamada has been building new paths wheresuch s-cenarlos arê bêcoming reality. Trying to mêêt those passioned axpectationsTel€chamada has just created speciílc l.s. which allow those fans to be iníormed

',on re epot' about each one of the 3 most popular PoÍtugu€se footËâll t6em8:Benfica, Porto and Sporüng.

Mark€t according to brands balânee, êach football team Packagê l* physlcallyíacing every conaumsr on shelf and window'shoP spacê8, linked withTeleOhamada's PRIVADO brand-

Besidas package and pager visual, each epecific l.S. is supplied to every spêcificouetomer, letting him know about the n€ws Írom hle specific team, every 20 min.cn top oí the condensEd vErsion of lnfoOhamada servlcs.

4. Concluaion

The purpose of this "pape/', is to be a etimulus to ihe sEvsral players attendinglhlÊ êôníêrênc6.

Paging is Íighüng íor Íür survival in an way thal has never reached euch dapth.

The blg change must lnvolvo all players ln th€ supply sld€, conc6ntratlng efforte iníindings which allow to develop a new compatiüve advantage. lnformaüonServlées arê, by lts very nature, a great window of opportunity, since it ís basedupon â têchnology competence that apP6ârs to be exclusive oÍ paging.

Protecting and using it profitably and in all lts potentlalitles, beyond being a smaÉmwe, is an obligaüon, conslderlng our global responsibilitiês to our individualand collective missions.

TELECHAMADAHELDER A.MARTINSMarkeüng Dirèctor

Ex{olúrg the Pottnúl ol Aóvdnc. Mtse'l'g tid PrgligEPPA Confa/aíraaNICE - F.hJ96

I

d@o ) furopean Pubtic Paging Associafion

presents

Exploiting the potential of

Advanced lvl essagi ng

and Paginglncreasing usage by adding new information servÍces over paging

networks and by profitably targeting new products and tariffs to

busrness and consumer segments

At the Hôtel le Méridien, Nice, France 19th and 20th February 1996

sponsored by:

o advanced approaches to increase the awareness of paging to all customergroups with aceurate and effective marketing and tariffing strategies

o how to maximise the revenues of an alphanumeric CPF service

o how to profitably offer an e-mail messaging service

o the future of paging in the face of competition Írom other technologies in themessaging market

'o determine which strategy for offering information services best suits yourorganisation

o identify the information services to offer to all the different customer segments

o evaluate how to meet the mass market's changing information needs withinterest specific information services

. overcome the technical challenge oÍ offering continuously changing andflexible information services

o discover the potential of boosting awareness and the value of paging bydeveloping ties with 3rd parties

ERTCSSON , llenattre @ noro*o,tl.

13.30 RegistraÌ on and coffee

Opening of the conference:Jacques N. CouvasChaìrman af EPPA

Chairman: Joseph MooreBaatd Dìrcctor EPPADìtectar of Strategtc BusÌnessDevelÒpmentMOTOROLA GMBH

14.00 Marketing & tariffing paging toincrease usage in consumer &business sêgments and compeÌeeÍfectively with alternativetechnologiesao\e(o1 rqlne dgeol poo malc

moblle" by offerÌng serv ces that addvalue to paging over cellular

. balanc ng the need Íor mor-.sophisÌ cated services wlth the need toremain price compet tive with mob ete ephonv

. successfu ly migrat ng customers Íror.rnumeric to a phanUmeric: pr cinga phanumeric for short- and long-lermproft

a assess ng the case for subsidis ngpaging un ts

. írorn spec alised bleepers to a massmarket comrnunication devicestrategies for changing the image andpostioning of pag ng

. targeting ex sting mobies users to exp oltthe cost advantaqes oÍ roaminq w thpagers

a developing and cornmunicating proftab etar fÍing packages Íor a customersegments to maxirn se growth andTn n mise customer conÍusion

John GarrettPaging Business ManagetBT MOBILE

14.40 lncreasing the revenuê from CPP andminimising the risk oÍ switching fromsubscription to usage-based revenue -how to combine alphanumeric andCPP. determining a straÌegy to proraote usage

Íor 1e\ sJbs rb- \ or .rlpl rr r..ìê ,

CPP: - efíective y n'ìarket ng andco.^n_L ì cdll g rl êvJlL-o'tl_eseniue

. quantify ng the ong-tenn revenueearn ng potentia of otfering ana phanumeric CPP serv ce

a est rnating the growth of the serv ce todeterrn ne when to guaranÌee profits

. conirol ng and st rnu aÌing trafí c byaddress ng the needs of the ca ing andthe called parties

. ba ancino the need to rernain pncecompetit ve with the need to ensurerevenue growth

a towards a segmentat on oÍ CPPcustomers: identify ng customers that areìke y to have hlgh usage and those ihaiare lÌkely io churn

JêÍome GueugnierMarketing DirectarTOR

15.20 Afternoon coffee and tea

15.40 SuccessÍully offering an e-mailmessaging sysÌem that avoids networkcongestion. contro ing access to the service by

Ìargeting particular customer segments. opri'n s ìg calr 'e. êr rês d ìd "ì 1 - s r g

network congestion by se ecting theoptima tarff structure: choos ng fromi

per rnessage bas s- per characÌer basis

sr.rbscr Pt on basisa understandlng the revenue, cost and

rômbê \h p n-pli .lor c ío -es:dgi qoperators link ng with e mail providers

a anaysinq the cost benefts that Ìheadd tiona capaciÌy of ERMES representsfor e-maiÌ messaging

a analysing technica deve opments ofrressag ng technolog es to evalLrate thesustalnab ity oÍ the re ative merts ofpaging

penetration- eÍíectiveness

battery liíeca screening

Anthony VimalP!aouct Md ^,,nq L/lordgq. Pdo 1a

HUTCHISON TELECOM

16.20 The challenges and opportunities Íorpaging operators to competê withalternative technologies in the e-mailmessagìng market. weigh ng up the re ative merits and

assessing the kely progress Íor e mailproviders oí pag ng and SN4S

. quanÌÍying the benefts io both part es:low ca1-l_is boo.l \rb . 'ipro .

awareness and service evels and crosssellng opportun t es?

a analysing technica developrnenÌs ofpag ng, SN,4S and mob e data to evalLratethe susta nability oÍ the re ative mer ts ofpaging- higher penetraììon

cost effectrveness- onger battery life

ca lscreen ng iac tya assess ng the corìplefientary

'êau 'sl p be-\ ee'ì SVS d d pdg ìgincreas ng awareness of ihe va ue oÍcost-eÍÍective rnessag ng

a eva uat ng the valLre to pad cu arcustoTner segments oí hav ng rnobiee mai units

. eva uating the value to the custoaner oÍotfering a f ltering opt on, to a ow íor thescreen ng oí rnessages

Candace JohnsonBaatd DirectarEUROPE ONLINE

Tony ShârpêPaging Business AianagerPHILIPS TELECOM _PBIVATE MOBILE RADIO

17.20 End of day 1

Cacktail Pafty offered by ÊRtCSSON ,Dinner & evening enteftainment atCasino Ruhl offered by

Ct"nagre ana _.^,^t€l

why is it that in Euiope, the percenÌâgê oÍ pêoplewith pâgêÍs is lêss than 1yo whereas in the US itis aÍound 8% and in Asia a staggering 25olo? A I

those we have spoken io ìn the paging industry havesaid Ìhe reason for this low rate oÍ usage is that inEurope there is a ack oÍ awâreÍtess about theusefurness dr a value lh.l odq 1q can offe'.lnnovative marketing and laiÍfing to the mâssmârkel is onê way to generate awareness. TheCaling Pady Pays (CPP)ìariff, first launched by TêlaMobite on a numeric serv ce worked exceptiona lywe I in ncreasing usage, buì Ìo offer an alphanuTner c service on a CPP tarff has yet to bee^plo ed bv rÍost ope d-o's. lleFre_, l'pagi'ìgoperator, TDR, and BT Mobile hâve erììbarked onthis CPP a phanumeric servce. They wil be able toinforrn you aboui how they Íormed a strategy toovercome the worry that rnost operators have aboutusage based revenue as opposed Ìo subscriptionbased revenues. Dlscover how to sÌimulate call ratesby effective custorner segmentat on and, w th finelytuned taiff packages, how Ìo remain competttiveand maxrmise revenues.ls ê-mail messaging a realistic way oÍ stimulatingawareness of the value oÍ paging? Hear howopô arorsd ê

^o ^r g lowdros o"er:ng Ìl \se'vl.eseLectively but at the same 1 nìe avo d ng thêprob erns that have been assoc ated with ihrsservice; ihat oÍ network congestion. You w lldrsco\êr aow boÌf e ^rè l prov dêrs .ndmanLrÍacturers see the nìessag ng market evolving.

Meeting the inÍormation needs oÍ business andprivate users has been the Íocus oÍ EPPAsAdvanced Messaging Wo.king Group. The abiltyto not on y send rnessages to ind vìduals but to awho e range oÍ people instanlaneously oflers anexcit ng opportun ty Íor pag ng operators. ÌdentÍyinÍorrnation that users require mmediaie y, se l

pag ng units on the back oí their abiliÌy to rneeithese infornìation needs and pag ng will be ab e ÌoredeÍine itsêÍ as an essentia too for those lhat needcritical inÍormation the moment it becomesava able. De egates will eave with deta lediníorÍnation and advice on how lo tâckle each of ìheÌhree key slages: eslabltshing a ÍramewarkfotoÍÍ,.ring service, ldentlfyìng fhe ìnformation IhaIparticular customer segments wil pay for anclovercomìng the technlcal chal/enge of offer ng iheseservÌces eÍÍÌc entlv and profltably.

lÍ you. Íike other operators acÍoss Europe, arekeen to discover exactly how real theseopportunities are, you will Íind the answers atthis conÍerence. Dec de how you mighÌ oÍÍer ìheseseru ces, by hear ng how these services can be01ê êo. e ecl'amad". Po1.9ê . dr- o"ênronÍormat on services which they themse ves collateand market, other operators allow the "pipeline" oÍU-Ê r ìeÌurorl lo bê us"d by Ìh, d partv se viceproviders whose core competence rests withdentify ng nformation services wh ch pariicu arcr-rstomeT qToups are \,!i lnq to pay foL Make aninformed decision based on the experrences ofthose profess onals that have been there already.

What ìnÍormation can be offered that will actuallyadd value to pager users? Financial informat onhas been offered to users for a wh le but fori_'or^ rlro ì senrLe\ lo íea y oêv-loo over oéqirgnetworks. addllloral sevices wll need ta be afferedto ather user graups. A cha ienge especially whenthis infonnation can be acquired by other sourcesbut we have brought together the people who w li beable io te I you exactly how 10 rneet ihe part cu arnformat on requirements oÍ al the dÌÍÍerentcustomer segments. Disôover how to proÍitably o{ÍernÍormat on services to the mass rnarkeì and 10 thevar ous user qroups in the business market.How can these inÍormation services be oÍÍêredwhên usêrs may wanl to change the ìnÍoÍmationservicês they receive and can we devise â wayÍoÍ useÍs to apply this inÍormation with ÌheirorganiseF and lap-tops? What we have beenrepeated y told is that there needs to be consensusbelween operators and manufactureis so thatcomp cated issues, lÌke over ihe a r programmlng ofpaging uniis, can become universa andstandardised to allow Íor the increased awareness ofthese services. Allthese issLres w ll be addressed at

Chairman: Jacques N. CouvasChairman of EPPAVice Prcsìdent, EurÒpeMTEL INTERNATIONAL

09.00 Assessing how paging can repositionitselÍ to exploit the broadcastingpotêntial oÍ a mobile mediaa understanding the marketing opportun t es

oÍ be ng able to broadcast from point tornu ti point over pag ng networks

. posit on ng pag ng alongs de oÌherbroadcastinq media to deterTn ne wherethe oppoÌlunities e wÌ1h offeringinformation servicest exp oiting the uniqueadvanÌages oÍ paging

a deterrn n ng whether operators shouldprovide a plaÌíorm Ìo other nÍormationpo.id--o $l-ôlê looiô'tl êi o!!ìnfoTmaÌ on serv ces

network operaior rnarkeiing nforrnat on-.1i. êq Ìo d íerenlta.e Lne T re^ LeseTvice / conÌent pTovider markets theproduct us ng the network operators"pipe ne"

Christian BosseMarkeling DìrectarMINIRUF

09.20 Differêntiating paging from cêllulâropêÍations: adding value to paging bybÍoadening the scopê oÍ use by offêÍinginÍormation servíces. dentiíy ng the prcrng and markeÌ ng

chalenges ihat ofÍering differenti.fo,rà.to1 ô1r, êq rêprê.ê1 or pâq 1qoperators: gaining maximum cornpetit veddvd rldg- -r ro rqh ÌLro ÌorÍÌd_,o,"window oÍ oppodun ty

a evaluating the merits of various slrategiesoi olìering nforrìat on serv ces:

bund ng or seiling an add on setuice?a frorn concept to n'ìarketing inforrnat on

services to var ous cLtstomeT segments:examining the nature, content and des gnol oflerrng inforrnation services tobusiness and consumer rnarkeÌ segments

a market ng to bus ness users: custorn s ngnlormaÌ orì serv ces Ìo fit the nichereq! remenls

. dentify ng the crtica success factors oÍoffer ng inÍorrnation services toconsumeTS nforTnat on serv ces destinedto be winners

Helder MartinsMatuetìng DtrectorTELECHAMADA

I0.00 Fulfilling the need Íor tailoredinÍormalion servicês: a servicêprovider's strategy for crêaling,marketing and selling inÍormationservices over a paging networka rnatching particular nfonÌìation serv ces to

paÌ1cu ar raarket segments identiíying an che serv ce for every markei segment

a OL.t q o ìô -. o ' dpJul\translating níormaÌ on to short,understandab e and transm ttablemessages

. ÌarifÍing according Ìo the particular va ue oíeach seru ce Í nd ng a profrtable mediumbet!,,,een the network and the cLrstomer

. O_e 40 J pdr r'Opêo_ .ô1i, ô Ììar'r'-gthe core compeÌenc es oí nÍorrnat onservice prov ders with the needs oÍ allEuropean paging operators

Jean-Christophê CaìllaitMarketing DirectorSTRATAS

10.40 l\,4orning tea and cofÍeê

1 1.00lnformation content: identifying theinformation services that will increasecall rates and add value to paginga rnatch ng new information seru ces to

d ÍÍerent cusiorner needs. seqmentinq the rnarket base to det-orm ne

the merts ând va uê of varÌous nÍorrnationserv ces

í nanc al services- weather and sport updates

innovat ve and speclal inÌeresÌ so ut ons. which inforrnation w I be noÌ on y

aÌÌract ve bLrt a ìJsage mot vator lor eachcustorner group?

a a ocat na costs w th the prov s on ofnformât on serv ces to deterrnine theoprim,n_ pr' i_q - d-eg, ío, lh. \o to I

cLrstomer segmentsHeinrich Schultê-EbbertVrce ChaitÌìan. EPPAExecutive DtrectotDETEMOBIL

11.20 Examìning the mass market's changinginformation needs and moving towaÍdsa "Pic'n'Mix Paging Culture". ê\alLalrrq -ê oooo'ì t-i ê5lo pdq rg

operators of changing inÍorrnat on needsand atttudes towards esiabÌshed med achanne s

a rdentrfy ng the customer segrnents towhom interest-spec f c rl,ìedia vehic es w llbe of value

. d . .ôJ , ìo -he L ompaUb I, o oq-4t gpaq nq seÌv ces to explo t the sLrb culturespawned by the internet

Mark EllisHead oÍ Brand FuturesAMV/BBDO

T 2.00 SuccessÍul marketing oÍ Nichelnformation Services - Learning Íromthê êxpêÍience oÍ Reuters. who buys whrch k nd of inforrnation and aÌ

whaÌ price?a ana ys ng the growth trênds to date and

pred cting Íuture growth. se ecting the most appropriate ways oÍ

Tnarket nq nformat on serv ces. wh ch types oí nÍormaÌ on seryice s best

offered over which technology: analysÌngthe pros and cons oÍ pâging compared toother media

Adrian Black14anaging DìrectorFUTURES PAGERFutures Paget brÕadcasts FeutelsinÍarmatian tô pagers acrass the UK

1 4.30 lmplemenÌation solutions: overcomingthe têchnical Iimitations to oÍferinginÍormation services over pagingnetworks. overcom ng the d fÍicu Ìies of:

- propr etary inforrnation software- ant -c on ng protection

SlÀ,1 cardsa PC[,4C A: moving towards ntegrating

pagêrs to oÍíer a conÌ nuously up-daiednformat on system

. out ining why EBMES w ll pave the way forPCMCIA deve opment

Alêx Lax Philippe LeclechCf" a" l lSt D.e\ta,Res 04 Cammittee lnternatianalHead af Advanced OperattansDevelapment INNOVATRONSWISSPHONE

15.30 WoÍking towards a new evolutionaryphase Íor paging: identifying the driversand network feaÌures for paginginÍormation provisiona dentiÍy ng the de lvery irnp cations of the

d íerênt categor es oí jnÍormatìongenera news and weather

- \Lb\ ' bô' dêfiìed se e(Ì se^i..siníormatÌon on dernandsa es promotron tools

. how 2 way and vo ce pag ng will affect thedr ve towards the un versal provis on olinformaÌion servÌces

a .hê 1.Ìwor1 êJÌLrô êq t êO lO ÍÌd.im ierevenue earning potentral

custom s ng the ntedace between theinforrnation prov der and operaÌorpriorit s ng, Íormatting and compressingdaÌa to maxrmise eí c ency oÍ spectrurnUSE

. determ ning ihe íeatures of the informat onco ect on centre and highlighi ng thecha enges and resoonsib iies to be íaceclby operators, TnanuÍacturers andÌnlormaÌ on providers

Dr. Stêll PatsiokasDi recta r Praduct DevelaptÌÊ nt, EPS DI\4OTOROLA

16.T 0 Afternoon tea and cofÍee

16.30The ÊPPA Model Íor AdvancedMessaging. what shou d be the next steps Íor

operatoTs. manufacturers and nformat onproviders to accelerate the provision ofnÍorrnation services over pagingnetworks?

a whaÌ are the níormation services that canbe otÍered over paging networks in theshort terÍì and how wi these develop?

. conclusions drawn Írom EPPAs AdvancedÀ/lessaging Group

Paul HedgesMatketing Manager, Wide Arca ReceivtngERICSSON

17.T0 End oí conference

There is still some room availablê atthe conference for:

exhibition space and advertisingliterature within the delegate pack.

lf you are still interested in taking upthis opportunity contact

Gian Walker +44'171 405 6667

12.40 Lunch sponsored by 414.00 ldêntiÍying the necêssary developments

to accommodatê lhe growth ofinÍormation services over pagingneÌworksa ensuring a suitab e rnterconnectton

protocol Ìhat enab es operators to collateand broadcast to padicLtlar custorners

a deve op ng service provrder managernentsysÌerns that enab es regu ar over the a rprogramming of the Êemote dentiÍierCod-^

a dent fy ng the rnanulacturer s challenge toallow the seruice prov der to oÍíer anô4 iô^Ìcfo,ooí o.nõ o )eiices

o d D'./Jlê "1d pê".o dl b o"o a 19

med a: secur ng nformat on by theencryption of messages

. dent fying the new app cations and theirrevenue generating potenÌ a : the need Íora coÌective vo ce to beneflt írorn ÌheintegratÌon of appl cations

Rêdert SteensService ManagerPTT TELECOM