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Published on March 20, 2014

Author: sawatiyadav

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“Evaluating the potential of end user based services based on the 3G/WCDMA platform in India and what kind of Revenue Models can be tried with these Services”

“Evaluating the potential of end user based services based on the 3G/WCDMA platform in India and What kind of Revenue Models can be tried with these Services” Submitted by: Submitted to: Rajat Sapra Mr. Kapil Sharma Management Student Sales Director Amity Business School Nokia India Pvt. Ltd. Amity University, U.P Nokia India Pvt. Ltd. (Nokia Networks) 2

Submitted on 10th July 2006 Letter of Authorization This is to certify that this Marketing Research report, title “Evaluating the potential of end user based services based on the 3G/WCDMA platform in India and what kind of Revenue Models can be tried with these Services” is the bonafide work of Mr. Rajat Sapra The report will only be used for Nokia India Pvt. Ltd. internal use and will not be used as a commercial data. Authorized by: Mr. Kapil Sharma Sales Director, Networks Nokia India Pvt. Ltd. (Industry Guide) 3

ACKNOWLEDGEMENT “Words express everything Mouth Co-ordinates, When it comes to gratitude, Heart comes to play.” It gives me immense pleasure for an opportunity to have undergone my Summer internship in Nokia India Pvt. Ltd. There is always a sense of gratitude which one expresses to other people for their helpful and needy service they render during phases of life. I too would like to do the same as I really wish to express my gratitude to those who have been helpful to me in getting this project completed. In representing this report I would like to express my gratitude to Mr. Kapil Sharma, Sales Director , Nokia India Pvt. Ltd. for giving me this opportunity to work with Nokia, and providing me with his able guidance and inspiration for the completion of project. I also would like to express my gratitude to Mr. Prashant Bhrgava and Mr. Rajbir Singh for their co-operation and guidance without which this project would never have been a success. I am also indebted to all the internal employees of Nokia for providing consistent encouragement and congenial atmosphere to complete the project. Last but not the least I will express my sincere thanks to Mr. Abhijeet Agashe and Amity Business School for providing me with support and necessary guidance and valuable instructions for the completion of this project. 4

RAJAT SAPRA TABLE OF CONTENTS Part 1: Introduction 1. Executive Summary…………………………………………………………….....8 2. Research Proposal..….………………………………………………………….....10 3. Nokia: Company Profile…………………………………………………………...12 4. Significance of Study…..………………………………………………………….10 5. Hypothesis………...……………………………………………………………….11 6. Objective of the project...………………………………………………………….12 7. Research Design………..………………………………………………………….13 8. Sample Questionnaire…..…...………………………………………………….....16 9. Sample Selection…….………………………………………………………….....17 10. Data Collection……...…………………………………………………………......18 11. Statistical Analysis..…………………………………………………………….....19 12. Project Cost and Schedule...…………………………………………………….....20 Part 2: Literature 1. Introduction…….... ……………………………………………………………...22 2. Present Development. …………………………………………………………...23 3. Passenger Airlines-The main Players….………………………………………...24 4. Customer Relationship Management- The concept ……………………..……....26 5. Customer Relationship Management in the Airline Industry.…………………...28 6. Jet Airways CRM Programs. ….………………………………………………...30 7. Indian Airlines CRM Programs…..……………………………………………...32 8. Kingfisher Airlines CRM Programs..…………………………………………....33 9. AirDeccan CRM Programs. ……….…..………………………………………...34 10. Balance Score Card and Branding. ……………………………………………...35 11. E-CRM for the Airline……………………………………………………….......41 12. Limitations……………………………………………………………………….47 Part 3: Analysis and Result………………………………………………………………48 Part 4: Recommendation…………………………………………………………………78 Part 5: Conclusion. & learning…………………………………………………………..84 Part 6: Appendix. ………………………………………………………………………..85 5

LIST OF ILLUSTRATIONS: 1. Region wise break up of the sample…………………………..35 2. Brand Awareness……………………………………………...36 3. Flight Class……………………………………………………37 4. Occasion of Use……………………………….........................37 5. Frequency of usage………………………………....................38 6. Circuits flown………………………………............................38 7. Scheme Preference……………………………….....................39 8. Consumer choice parameters……………………………….....39 9. Consumer perception……………………………….................40 10. Frequency of flying………………………………....................49 11. Airline ranking………………………………...........................50 12. In flight Services………………………………........................51 13. service factor………………………………..............................53 14. Crew members………………………………...........................55 15. Ground Staff………………………………..............................56 16. Plane ambience………………………………..........................57 17. Fooding preference………………………………....................58 18. Ground services……………………………….........................59 19. Customer relation employees………………………………....62 20. Programs/benefits awareness……………………………….....63 21. Value added service………………………………...................64 22. Technology Advancement……………………………….........65 23. Crosstabs (Airline Ranking * Technology advancement)…….66 24. Crosstabs (Frequency of flying- Male * Female)……………..68 25. Crosstabs (Airline Ranking- Male* Female)………………….69 26. Histogram for Airline Ranking……………………………….71 27. Histogram for Frequency of flying……………………………74 28. Airline customer value segmentation (By Revenue)………….79 29. Identifying customer needs……………………………………80 30. BCG Model……………………………………………………80 31. Customer focused Airline Operation………………………….82 6

Executive Summary 7

1.1 EXECUTIVE SUMMARY An Introduction to Mobile communication Industry The mobile communications industry continues to undergo significant changes as more users in growth markets gain access to mobile communications, enterprise becomes increasingly mobile, the importance of end-to-end solutions increases, and technology continues to evolve. Another trend is an increased emphasis on the role of customization in mobile devices. These changes have demanded agility and flexibility from industry players to adapt to new market conditions. Today, Mobility is expanding into new areas such as imaging, games, entertainment, media and enterprises. There are new mobile services already taking telecommunication industry forward and creating new opportunities. At the same time, major opportunities still exist in bringing mobile voice to completely new users. The Telecommunication industry has reached the crossroads. The ever changing technology and decreasing revenues of the operators has made it important for the Mobile operators to change with time. Mobile operations of telcos are progressively overtaking fixed line operations. This is largely due to fixed-line operators not having introduced significant new products, services or cost-saving technologies in the same way that mobile operators have. However, despite retaining their role as cash cows for incumbent operators, fixed and mobile voice services are progressively being overtaken by broadband. Increasingly, operators will need to take a holistic view of the market, necessitating a total review of their business models. Executive Summary Faced with uncertainty over the demand for new 3G services and a growing multitude of technology evolution paths, mobile operators in India must now commit to 3G network roll-outs and service launches. Rather than being driven by 3G licence requirements, competitor actions or short-term cost savings, operators must take control of their own destinies. Mobile operators need to make critical decisions about what all 3G services will be successful in India and whether Indian end user is ready for a dive into the 3G Multimedia wave. Mobile 8

operators need to access the choice of technology and the speed, depth and breadth of roll-out of these services. By evaluating the diverse approaches being pursued worldwide, and wide variety of these services and applications being used around the world, this report on the basis of Market research identifies the most appropriate Service choices for Indian End user based on diversity of Indian culture. Therefore through this market research project on “Evaluating the potential of end user based services based on the 3G/WCDMA platform in India and what kind of Revenue Models can be tried with these Services” , I will try to get a more realistic picture of the set of applications and services that will be accepted by the Indian end user. I will also identify the main set of revenue models that can be tried with these services thus presenting a clear picture on which tariff plans are preferred by the Consumers. This Market Research also helps in identifying the consumer psych which can help the Mobile operators to target these services accurately in the minds of the consumer. 9

Research Proposal 10

1.2 Research Proposal Management Dilemma Nokia faces apprehensions from its customer’s i.e the operators for launching the 3G/ WCDMA technology in India. Therefore the sales department in Nokia Networks are putting in Extra efforts in convincing the operators about the benefits of launching 3G/WCDMA technology and its compatibility with the existing GSM networks of the operators. Nokia also wants to tell its customers which set of the 3G services will be accepted by the Indian user. Management Question Which all 3G service have the Potential in Indian Market and are the Indian user willing to go for these services? Research Objective “Evaluating the potential of end user based services based on the 3G/WCDMA platform in India and what kind of Revenue Models can be tried with these Services” Research Questions • What are the Services the Indian Consumer is looking for and is he willing to go for these services? To What extent is the consumer willing to pay for these services? • For what purpose will the consumer be using these services so as to understand the consumer Psyche and target these services accurately? Hypothesis Null Hypothesis: The Indian End user is not willing to accept 3G Services. Alternate Hypothesis: The Indian end user is willing to accept 3G Services. Research Design This is a multidimensional research and will be conducted in following consumer Segments 1. Corporates/Service Class: In depth interviews and Questionnaires 2. Businessman (Small and Medium enterprises): In depth interviews and Questionnaires 3. Public opinion survey (Teenagers/Students/housewife’s): In depth interviews and Questionnaires. In addition it will also include secondary data analysis by study and learning from the experience of operators around the world 11

Scope of Study The research aims in identifying consumer preference towards 3G services. 1.3 Company Profile Nokia: Connecting People As we move further into the mobile world, Nokia remains committed to strong growth, profitability, and responsible market leadership. Nokia’s Vision: Life Goes Mobile! Today, Nokia sees mobility surpassing voice communications and expanding into new areas such as imaging, games, entertainment, media and enterprises. Ten years ago, Nokia had a vision that seemed revolutionary for the times: Voice Goes Mobile! As history shows, this vision became reality in an incredibly short amount of time. With more than 1.6 billion mobile phone subscriptions globally – and more mobile phones than fixed-line phones in use – we see that mobility has transformed the way people live their lives. Today, Nokia sees mobility expanding into new areas such as imaging, games, entertainment, media and enterprises. There are new mobile services already taking our industry forward and creating new opportunities. At the same time, major opportunities still exist in bringing mobile voice to completely new users. Strategy At Nokia, strategy focuses on activities designed to expand mobile communications in terms of volume and value. The Nokia Strategy continues to focus on three activities to expand mobile communications in terms of volume and value: • Expand mobile voice • Drive consumer multimedia • Bring extended mobility to enterprises 12

Expand mobile voice: Nokia believes it can further develop the mobile voice market -- both in markets where mobile telephony is just taking off as well as in more mature markets. Nokia estimates the number of mobile subscriptions to surpass three billion in 2008. Nokia’s position in mobile voice is strong thanks to our key assets and excellent logistics capabilities. Nokia believes that many opportunities for growth exist in the mobile voice market, and intends to continue to focus on this area. In doing so, Nokia aims to capitalize on its demonstrated efficiency and skill in execution and demand-supply chain management, and their history of innovation. The markets on which Nokia intends to focus include markets with low mobile subscription rates relative to the size of the population, geographic areas where it is more cost- effective to build wireless infrastructure than fixed-line networks, and heavily populated areas, where factors such as poor housing infrastructure or theft of materials tilt the scales in favor of wireless solutions. Nokia also intends to focus on markets where the need for network capacity is growing as a result of mobile network operators promoting the replacement of fixed networks with wireless. Drive consumer multimedia: Nokia is playing a key role in shaping this emerging complex market by focusing on the fastest growth areas: imaging, music, and games, to name a few. Nokia intends to enter new product and service niches, which are expected to emerge as technologies from diverse industries start to converge, especially in the area of consumer multimedia. Nokia strategy is to explore, identify and extract revenue from the most profitable and fastest growing segments of the consumer multimedia business and its value chain by anticipating consumer needs in this area, and developing innovative products and services. In the near term, Nokia intends to focus on imaging and games, where Nokia have already introduced a number of products. Bring extended mobility to enterprises: Nokia will provide a range of competitive, specifically targeted handsets, platforms, and connectivity solutions so enterprises can boost productivity through the power of mobility. Nokia intends to capture profitable segments of the corporate market by offering products and services that will benefit companies and individual business people alike, including a diverse handset range as well as security and mobile connectivity solutions specifically tailored for enterprise needs. Nokia also intends to capitalize on companies' needs for mobility and seamless mobile connectivity in their operations, and also expect to collaborate with leading technology and systems integration partners. 13

Nokia is structured into four business groups – Mobile Phones, Multimedia, Enterprise Solutions, and Networks -- to better focus and capitalize on the opportunities in each of these areas. Throughout all these, the Networks business group provides the infrastructure backbone and enables end-to-end communications. Nokia’s Mission - Connecting People By connecting people, Nokia helps fulfill a fundamental human need for social connections and contact. Nokia builds bridges between people – both when they are far apart and face-to-face – and also bridges the gap between people and the information they need. Business Environment Industry Development and Trends The mobile communications industry continues to undergo significant changes as more users in growth markets gain access to mobile communications, enterprise becomes increasingly mobile, the importance of end-to-end solutions increases, and technology continues to evolve. Another trend is an increased emphasis on the role of customization in mobile devices. These changes have demanded agility and flexibility from industry players to adapt to new market conditions. Converging Industries The mobile communications, information technology, media, and consumer electronics industries are converging in some areas into one broader industry. Some of the first examples of this convergence include camera phones, as well as the use of mobile devices for email, web browsing and applications, and music downloading. Multi-radio solutions and devices, which automatically transfer connectivity among cellular networks and complementary access technologies such as Wireless LAN and Bluetooth, are another example. Although this convergence presents new challenges, Nokia believe that these trends also expand the potential for future growth in the mobile communications industry. End-to-End Solutions Nokia sees the ability to offer tailored end-to-end solutions as being important to meet the needs of operators, enterprises, and consumers. A solution is considered end-to-end when it provides the hardware and software elements, including infrastructure, applications or service platforms and mobile devices. Today, Nokia's Push to talk over Cellular offering, which enables walkie-talkie communication between individuals or among a group, is an example of such a solution. Intellectual Ownership 14

The creation and ownership of relevant intellectual property rights, or IPR, are essential to maintaining competitiveness and to creating profitable products. Nokia believes that achieving technology leadership will depend on the ability to build a solid IPR portfolio through strong research and development capabilities. The Mobile Device Market The mobile device market continued its strong volume growth during 2004, reaching a record of 643 million units compared with 490 million units in 2003, according to Nokia estimates. Growth was driven by the ongoing boom in new subscribers in Latin America, Russia, India, and China, as mobile communications continued to become more affordable and widely available. Nokia expects growth in these markets to be a main driver for global mobile subscriptions, reaching approximately 2 billion users by the end of 2005 and approximately 3 billion users by 2010. Mobile device market growth during 2004 was also driven by attractively priced color-screen and camera phones in Western Europe and North America. In Nokia's five geographical sales areas, mobile device market volume growth was 100% in Latin America, 33% in Europe, the Middle-East, and Africa, 32% in China, 22% in North America, and 15% in the Asia-Pacific region, compared with 2003. Beyond Voice The mobile device market is expanding from voice-based communications towards new, data- driven areas and applications in consumer multimedia and enterprise mobility solutions. According to estimates, the global camera phone market reached approximately 215 million units in 2004 compared with approximately 90 million units sold in 2003, and is estimated to reach approximately 340 million units in 2005. Nokia has introduced 48 camera phones since the launch of its first one, the Nokia 7650, in 2002. The global megapixel camera phone market, the high end of the camera phone market, is expected to grow from around 40 million units in 2004 to around 100 million units in 2005. A smartphone is a new category of mobile device that can run computer-like applications such as email, web browsing and enterprise software, and can also have built-in music players, video recorders, and other multimedia features. The global smartphone market is expected to grow from around 22 million units in 2004 to more than 50 million units in 2005 and represent approximately 25% of the total global mobile device market volume in 2008. Some of these markets overlap with each other. In the longer term, Nokia believes that applications such as music, mobile games and mobile TV 15

will be taken widely into use. The Benefits of Mobility Mobility is increasingly important to the business market as enterprises assess the potential productivity gains, cost savings, and competitive advantages that can result from employees being able to work outside of the office. The enterprise mobility market is still fragmented, however. We expect that as the technologies become more reliable, affordable, and easier to use, mobility will be more widely used by employees. External studies currently show a very low percentage of mobile email among workers who spend much of their time on the move and who connect to their offices via a mobile device. This is expected to become the lead application as businesses mobilize. In the coming years, we believe that devices with multi-radio access and the addition of mobile elements to corporate applications will be key drivers for establishing and extending mobility in enterprises. Nokia is well positioned to take advantage of these trends given its expertise in these areas. The Mobile Infrastructure Market During 2004, the mobile infrastructure market showed year-on-year growth of approximately 14% in euro terms, following three years of decline. Growth was largely the result of operator investments in the current technologies of GSM, EDGE, and GPRS and their related services, and in new-generation technologies, such as WCDMA 3G. The pace of WCDMA 3G rollouts also picked up during 2004, and by the end of the year 63 operators had launched commercial WCDMA 3G services. Nokia supplied WCDMA 3G technology to 28 of these operators. The number of WCDMA 3G subscribers increased significantly during the year, reaching around 16 million by year-end. Nokia believe this subscriber growth was largely the result of attractive pricing of services and an expanded WCDMA 3G handsets range and the further maturity of WCDMA 3G technology. Nokia expects the number of WCDMA 3G subscribers to reach approximately 70 million by the end of 2005. Competition in both the 2G and the 3G network infrastructure market remains intense. In 2G, competition is driven by price, solutions that are able to offer low total cost of ownership, and the vendor's ability to roll-out mobile networks in new growth markets. In 3G technology, vendors compete on the grounds of price, track record of network implementations, and which future technologies they plan to offer and when, such as HSDPA, or High Speed Downlink 16

Packet Access, which provides high speed data delivery to 3G terminals to support multimedia services. Nokia Structure The Nokia Structure is Divided in 4 Business groups: • Mobile Phones • Multimedia • Enterprise Solutions • Networks Mobile Phones Mobile Phones connects people by providing expanding mobile voice and data capabilities across a wide range of mobile devices. Nokia seeks to put consumers first in product-creation process and primarily target high-volume category sales of mobile phones and devices based on the following global cellular technologies: GSM/EDGE, 3G/WCDMA and CDMA. In voicecentric and mainstream mobile phones, Nokia believes that design, brand, ease of use and price are customers' most important considerations. Multimedia 17

Multimedia brings mobile multimedia experiences to consumers in the form of advanced mobile devices and applications with connectivity over GSM, 3G/WCDMA, WLAN, Bluetooth and other standards. Nokia’s products give people the ability to create, access and consume multimedia, as well as share their experiences with others. Enterprise Solutions Enterprise Solutions offers businesses and institutions a broad range of products and solutions, including enterprise-grade mobile devices, underlying security infrastructure, software and services. Nokia also collaborates with a range of companies to provide fixed IP network security, mobilize corporate e-mail and extend corporate telephone systems to Nokia’s mobile devices. Networks Networks provide network infrastructure, communications and networks service platforms, as well as professional services to operators and service providers. Networks focuses on the GSM family of radio technologies and aims at leadership in three areas: GSM, EDGE and 3G/WCDMA networks; core networks with increasing IP and multi-access capabilities; and services. At the end of 2005, Networks had more than 150 mobile network customers in more than 60 countries, with its systems serving in excess of 400 million subscribers. Customer and Market Operations Customer and Market Operations is responsible for marketing, sales, sourcing, manufacturing and logistics for mobile devices from Mobile Phones, Multimedia and Enterprise Solutions. The Networks business group has its own dedicated sales and marketing, logistics and sourcing functions. Technology Platforms Technology Platforms is responsible for the competitiveness of Nokia’s technology assets. It supports Nokia’s overall technology management and development by delivering leading technologies and well-defined platforms to Nokia’s business groups as well as to external customers. 18

1.4 INTRODUCTION Faced with uncertainty over the demand for new 3G services and a growing multitude of technology evolution paths, mobile operators in India must now commit to 3G network roll-outs and service launches. Rather than being driven by 3G license requirements, competitor actions or short-term cost savings, operators must take control of their own destinies. Drawing on case studies of launched and planned 3G services from across the globe, critical decisions on services can be taken on how an optimum set of 3G services can be defined and assess the merits of alternative service strategies. It can also show how to decide on the timing and pricing of new services, highlighting the need to take positive action without forcing services to market too soon, and considering the best mix of voice telephony, small-screen services (including video-on-demand) and high-speed Internet/intranet services. Mobile operators in India need to make critical decisions about what will be required to support 3G services, including the choice of technology and the speed, depth and breadth of roll-out. By evaluating the diverse approaches being pursued worldwide, this report identifies the most appropriate service roll out choices for different 3G service mixes. This report identifies the most appropriate service roll out Choices and answers following critical questions. - What decisions and actions are 3G operators already taking on services around the world and how India can Learn from them? What are the potential pitfalls? - How do operators make the right decisions on set of 3G services suiting to the Indian end user? - What is the optimum mix of voice, small-screen data and high-speed Internet/intranet services? 19

- Where next for small-screen services? Does video-on-demand lead to a pot of gold? Can this be the killer application telecom’s were looking for in India? - What is the role for 3G wireless Internet access – just faster mobile Internet for business users – or can it substitute for fixed DSL? Current thinking is that 3G users are looking for email access, online gaming, video conferencing and location based services. But is this really what consumers want? Is it what they will pay for? Or is it simply only what can be provided just now? Several technical, regulatory and market issues are delaying the mass deployment of 3G networks and services in India. However, the demand for 3G services and applications is strong within the consumer population in India. Through this Market Research will examine the potential of these Third Generation mobile services, with special emphasis on the three most important segments i.e. Corporates, Businessman, and teenagers which form the bulk of users in India. 20

1.5 SIGNIFICANCE OF STUDY The project is titled “Evaluating the potential of end user based services based on the 3G/WCDMA platform in India and what kind of Revenue Models can be tried with these Services”. The significance of this study is enumerated as follows: • It gives an in depth knowledge about 3G technology and how 3G technology is the next Big thing for the Indian Mobile communication industry. • This Research tells us about which all services is the Indian end user looking for from the pool of 3G services. • The study helps us to know about the customer psyche, preferences, attitudes, behaviors etc toward the new 3G/WCDMA services. • This research project will tell us as to which are the main services that the Indian operators should start with and whether to start these services for introductory free tariffs as in European countries or to come up with any other revenue model. • This research tells us that what is the optimum mix of voice, small-screen data and high- speed Internet/intranet services? 1.6 HYPOTHESIS Assuming Null Hypothesis that the Indian end user is not willing to accept 3G technology and is not ready for 3G services, whereas Alternate Hypothesis is assumed that Indian end user is ready for the 3G/WCDMA technology and is willing to use 3G services. 21

1.7 OBJECTIVE OF THE PROJECT The main objective of this project lies in “Evaluating the potential of end user based services based on the 3G/WCDMA platform in India and what kind of Revenue Models can be tried with these Services” however there are other objectives also, which are as follows: • To study and learn from the experience of various 3G operators around the world. • To identify the Major 3G Applications and Services that are being offered to the end user around the world. • To establish with the help of Questionnaires and interviews about whether Indian end user is ready for 3G Services or not. • To develop a Revenue Model for the 3G services with reference to Tariff plan in UK by normalizing ARPU and Currency. • Identify the Services which are best suited to Indian end user according to culture and level of preference over other services. • To present recommendations to the Mobile operators in India in order to make critical decisions about what will be required to support 3G services, the speed, depth and breadth of roll-out. 22

1.8 RESEARCH DESIGN The survey research will be conducted by filling up of questionnaires to a total of 300 Mobile user respondents between the age group of 15 years to 75 years at various locations in and around NCR region. The Total sample size will be divided into 3 consumer segments which are: 1. Corporates/Service Class 2. Businessman (Small and Medium enterprises) 3. Public opinion survey (Teenagers/Students/housewife’s) The survey was conducted in major market places and corporate houses in Delhi, Gurgaon and Noida. Major market places such as Vasant Vihar market, Khan Market, Canuoght Place, Karol Bagh, Chawri Bazaar, Darya Ganj and Malls in Gurgaon, Noida, and Delhi were targeted to get the responses from Businessman and Teenage segment. Corporate houses in Gurgaon such as DLF Infinity Towers, First India Place, JMD Regent Square, HCL Infotech, Augusta Point, DLF Corporate Park and many similar places were targeted to get responses from Corporate Segment. Apart from Primary data through Questionnaires, Secondary data was also collected from websites of operators around the world and Major 3G services and Practices of Operators were studied from the internet. 23

1.9 SAMPLE QUESTIONNAIRE 1. Are you aware of GSM/GPRS/EDGE technology and its use in mobile phones? Yes No 2. Are You Aware of the 3G Technology in mobile phones? Yes No (3G WCDMA, is a global standard technology allowing video conferencing and high-speed, high-capacity data access to users on their 3G Mobile phones.) 3. Are you aware that you can use internet services on your mobile and through your mobile on computer? Yes No 4. Would you like to access high speed wireless internet on your 3G Mobile phone/laptop? (With Speeds 3 times faster than wired broadband) Yes No Can’t Say 5. Would you like to use your mobile as a TV while you are stuck in traffic or during free time and use following service? • Watch your Favorite TV serial on phone, which you missed? Yes No Can’t Say • Watch highlights of cricket/football matches on your phone. Yes No Can’t Say • Watch live news (business/weather/sports) on your phone. Yes No Can’t Say • Download and Read e-books on your mobile phone. Yes No Can’t Say 6. “Video Calling allows you to see the person you are talking to on your 3G phone “Will you like to use Video Calling feature? Yes No Can’t Say 7. For what Purpose will you be using video calling, Rate from 1 to 4 with 1 for Most Preferred and 4 for least preferred? Calling Relatives in India/Abroad Business Reasons – Showing a new product to Boss, which you saw in trade fair. Calling Friends and family Others please Specify (eg. Locating some one at the airport) ____________________________________________ 8. How would you like the tariff plan for this video calling service? 24

Fixed Monthly Rental + Usage Charges (Per Min) Rs. 250 Monthly Rent + Usage Rs. 2.50 per min Usage Charges (Per Min) Usage Rs. 3.50 Per min One time Subscription charges + Usage Charges Subscription Rs. 2000 non refundable + Rs. 3 per min. Bundle Pack Charges (Packs of 30/60/90minutes) Pack 30 = Rs. 150 Valid 5 days Pack 60 = Rs. 300 Valid 7 days Pack 90 = Rs. 450 Valid 10 Days I will only use it as long as it is for free 9. “Audio Streaming – Listening to Audio Tracks on phone – Radio on Demand” “Audi Download – Download Audio Tracks on your phone” Would you like to use Audio Streaming and Audio Download on your mobile phone? Yes No Can’t Say 10. How would you like the tariff plan for this Audio Streaming/ Audio Download service? Fixed Monthly Rental + Download/streaming Charges (Per track) Download/ Streaming Charges (Per Track) only Subscription charges per month for unlimited download/streaming I will only use it as long as it is for free 11. “Video Streaming – Watching Video on phone” “Video Download – Download Video on your phone” Would you like to use Video Streaming and Video Download on your mobile phone? Yes No Can’t Say 12. How would you like the tariff plan for this Video Streaming/ Video Download service? Fixed Monthly Rental + Download/streaming Charges Download/ Streaming Charges (Per Min) only Subscription charges per month for unlimited download/streaming I will only use it as long as it is for free 13. Would You like to use Instant Messaging Service (Yahoo Messenger, MSN, AOL) on your Mobile Phone just like you use it on Computer? Yes No Can’t Say 14. Would you like to play online games with no pause on your phone and download 3Dgames? Yes No Can’t Say 15. If Your Mobile offers Navigational Service (Driving assistance and Location Search) would you be willing to use these services? Yes No Can’t Say 16. Would you be willing to go for a new 3G Mobile handset which can cater to all these services and costs you 12000+ ? Yes No Can’t Say 17. What Service you rate as most needful by you from the upcoming 3G services? Rate 1 as Most needed, and 7 as Least needed Video Calling Audio Streaming/ Video Streaming/ Mobile TV Games Instant Others Audio Download Video Download Messaging Specify 25

18. How much do you value the end user experience? Important Average Not important 19. Any other suggestions/inputs please specify? ______________________________________________________________________ Personal Information Name: _______________________________Age:_______ Sex:________________ Occupation:___________________________ Annual Income:___________________ Email:________________________________ Ph:_____________________________ Monthly Mobile Bill:____________________ Model of Mobile you own:__________ 1.10 SAMPLE SELECTION The sample size of 300 is taken with equal amount of responses from all the three segments, thus 100 Responses each from all the three segments. The Total sample size will be divided into 3 consumer segments which are: 1. Corporates/Service Class 2. Businessman (Small and Medium enterprises) 3. Public opinion survey (Teenagers/Students/housewife’s) 1.11 DATA COLLECTION The data for research is collected through the following ways: Primary Data:- • Survey questionnaires • Interviews with Working Professionals • Telephonic interviews Secondary data:- • Journals of 3GP Association • News Articles on 3G • Websites of the Operators offering 3G Services 26

• Business reports provided by the Mobile operators offering 3G 1.12 STATISTICAL ANALYSIS Statistical analysis is the most important part of any market research, without appropriate statistical analysis no accurate inference can be drawn on the research. Based on the response of market research appropriate statistical techniques are used to get the desired results. There are following statistical tools that I have used in this research: • Co-relation Analysis, Regression Analysis • Cross Tabs between Variables. • Frequency Tables • Bar graphs, Pie charts etc. The analysis of this project will help focus on the following parameters: • Which all services are most preferred by the end user? • Preference of one service to the other? • Consumer Psyche i.e. for what purpose will the consumer use that particular service? • Preference according to Segment (e.g. teenagers have more inclination towards 3G games and Audi streaming) • The tariff model customers are willing to pay for these services. 27

1.13 PROJECT COST AND SCHEDULE The total estimated cost of this project is Rs 9000 (Nine thousand only) Traveling expenses: Rs 6000 Questionnaires: Rs 200 Internet Usage: Rs 1000 Report printout: Rs 1000 Miscellaneous expenses: Rs 500 The estimated time for project is 2 months Setting up research plan : 1stweek Collection of primary data : 5th – 7th week Secondary data collection : 2nd – 4th week Analysis of the data : 8th week Making of Questionnaire : 4th week Making of the report : 8th week 28

LITERATURE 29

2.1 INTRODUCTION – WHAT IS 3G/WCDMA? 3G Dive into the Multimedia Wave ! UMTS (Universal Mobile Telecommunications System) is a so-called "third-generation (3G)," broadband, packet-based transmission of text, digitized voice, video, and multimedia at data rates up to and possibly higher than 2 megabits per second (Mbps), offering a consistent set of services to mobile computer and phone users no matter where they are located in the world. Based on the GSM communication standard, UMTS, endorsed by major standards bodies and manufacturers, is the planned standard for mobile users around the world since 2002. Once UMTS is fully implemented, computer and phone users can be constantly attached to the Internet as they travel and, as they roaming service, have the same set of capabilities no matter where they travel to. Users will have access through a combination of terrestrial wireless and satellite transmissions. Until UMTS is fully implemented, users can have multi-mode devices that switch to the currently available technology (such as Gprs and Edge) where UMTS is not yet available. 30

Today's cellular telephone systems are mainly circuit-switched, with connections always dependent on circuit availability. Packet-switched connection, using the Internet Protocol (Internet Protocol), means that a virtual connection is always available to any other end point in the network. It will also make it possible to provide new services, such as alternative billing methods (pay-per-bit, pay-per-session, flat rate, asymmetric bandwidth, and others). The higher bandwidth of UMTS also promises new services, such as video conferencing. UMTS promises to realize the Virtual Home Environment in which a roaming user can have the same services to which the user is accustomed when at home or in the office, through a combination of transparent terrestrial and satellite connections. UMTS is a network consisting of two main elements connected over a standard interface, called Iu. These two elements are: • UTRAN (UMTS Terrestrial Radio Access Network • The Core Network ATM based architecture: this R'99 architecture may reuses in some cases the two-domain architecture of GSM/GPRS, with: 1. Iu-PS (Packet Switched) interface instead of Gb on the packet domain. 2. Iu-CS (Circuit Switched) interface instead of A on the circuit domain Transport Independent and multimedia architecture: this R'00 architecture is in line with the Next Generation Networks architecture and introduces separation of control and user planes. It also integrates multimedia capabilities. 31

• Frequency use • Difference between regular CDMA and W-CDMA • W-CDMA makes possible a world of mobile multimedia. 32

GPRS & Edge V/s 3G GPRS (General Packet Radio Services) is a packet-based wireless communication service that, when available in late 2000, promises data rates from 56 up to 114 Kbps and continuous connection to the Internet for mobile phone and computer users. The reality will be around 33 Kbps (2+1 or 3+1 @ CS2, 4+1 for fixed modem). GPRS is based on "regular" GSM (with the same modulation) and will complement existing services such circuit-switched cellular phone connections such as SMS or cell broadcast. Voice over Ip over GPRS is also explored. In theory, GPRS packet-based service should cost users less than circuit-switched services since communication channels are being used on a shared-use, as-packets-are-needed basis rather than dedicated only to one user at a time. It should also be easier to make applications available to 33

mobile users and Wap or i-mode should far more attractive for the user. In addition to the Internet Protocol GPRS supports X.25, a packet-based protocol that is used mainly in Europe. Operator should deploy GPRS very fast as most of the interoperability test between the network and the Handset are now finished (September'00) and because GPRS is mainly a software upgrade for the BTS, BSC and servers. SPECTRUM EFFICIENCY Packet switching means that GPRS radio resources are used only when users are actually sending or receiving data. Rather than dedicating a radio channel to a mobile data user for a fixed period of time, the available radio resource can be concurrently shared between several users. This efficient use of scarce radio resources means that large numbers of GPRS users can potentially share the same bandwidth and be served from a single cell. The actual number of users supported depends on the application being used and how much data is being transferred. Because of the spectrum efficiency of GPRS, there is less need to build in idle capacity that is only used in peak hours. GPRS therefore lets network operators maximize the use of their network resources in a dynamic and flexible way, along with user access to resources and revenues. GPRS should improve the peak time capacity of a GSM network since it simultaneously: • allocates scarce radio resources more efficiently by supporting virtual connectivity • immigrates traffic that was previously sent using Circuit Switched Data to GPRS instead, and reduces SMS Center and signaling channel loading by migrating some traffic that previously was sent using SMS to GPRS instead using the GPRS/ SMS interconnect that is supported by the GPRS standards Relatively high mobile data speeds may not be available to individual mobile users until Enhanced Data rates for GSM Evolution (EDGE) or Universal Mobile Telephone System (UMTS) are introduced EDGE, Enhanced Data GSM Environment Enhanced Data rates for Global Evolution (EDGE) is a radio based high-speed mobile data standard. It allows data transmission speeds of 384 kbps to be achieved when all eight timeslots are used. In fact, EDGE was formerly called GSM384. This means a maximum bit rate of 48 kbps per timeslot. Even higher speeds may be available in good radio conditions. 34

EDGE was initially developed for mobile network operators who fail to win Universal Mobile Telephone System (UMTS) spectrum. EDGE gives incumbent GSM operators the opportunity to offer data services at speeds that are near to those available on UMTS networks. EDGE can also provide an evolutionary migration path from GPRS to UMTS by implementing now the changes in modulation that will be necessary for implementing UMTS later. The idea behind EDGE is to eke out even higher data rates on the current 200 kHz GSM radio carrier by changing the type of modulation used, whilst still working with current circuit (and packet) switches. Implementation of EDGE by network operators has been designed to be simple. Only one EDGE transceiver unit will need to be added to each cell. With most vendors, it is envisaged that software upgrades to the BSCs and Base Stations can be carried out remotely. The new EDGE capable transceiver can also handle standard GSM traffic and will automatically switch to EDGE mode when needed. EDGE capable terminals will also be needed- existing GSM terminals do not support the new modulation techniques and will need to be upgraded to use EDGE network functionality. Some EDGE capable terminals are expected to support high data rates in the downlink receiver only (i.e. high dates rates can be received but not sent), whilst others will access EDGE in both uplink and downlinks (i.e. high data rates can be received and sent). The later device types will therefore need greater terminal modifications to both the receiver and the transmitter parts. In addition, the TDMA industry association, the Universal Wireless Communications Corporation, has introduced what it calls EDGE Compact. This a spectrum efficient version of EDGE that will support the 384 kbits mandated packet data rates but will require only minimum spectral clearing and therefore could work for network operators with limited spectrum allocations. In fact, as a result of this, EDGE has been renamed Enhanced Data Rates for GSM and TDMA Evolution. (See the TDMA section below for more details). Source:mobileipworld.com EDGE is planned to be commercially available end of year 2001 (FOA). High Speed Circuit Switched Data (HSCSD) GSM Circuit Switched Data supports one user per channel per time slot. High Speed Circuit Switched Data (HSCSD) gives a single user simultaneous access to multiple channels (up to four) at the same time. As such, there is a direct trade-off between greater speed and the 35

associated cost from using more radio resources- it is expensive for end users to pay for multiple simultaneous calls. Assuming a standard Circuit Switched Data transmission rate of 14.4 kilobits per second (kbps), using four timeslots with High Speed Circuit Switched Data (HSCSD) allows theoretical speeds of up to 57.6 kbps. This is broadly equivalent to providing the same transmission rate as that available over one ISDN B-Channel. Some Mobile Switching Centres (MSCs) are limited to 64 kbps maximum throughput- this restriction is removed with GPRS. In networks where HSCSD is deployed, GPRS may only be assigned third priority, after voice as number one priority and HSCSD as number two. In theory, HSCSD can be preempted by voice calls- such that HSCSD calls can be reduced to one channel if voice calls are seeking to occupy these channels. HSCSD does not disrupt voice service availability, but it does affect GPRS. Even given preemption, it is difficult to see how HSCSD can be deployed in busy networks and still confer an agreeable user experience- i.e. continuously high data rate. HSCSD is therefore more likely to be deployed in start up networks or those with plenty of spare capacity- since it is relatively inexpensive to deploy and can turn some spare channels into revenue streams. High Speed Circuit Switched Data (HSCSD) is however easier to implement in mobile networks than General Packet Radio Service (GPRS) because some GSM vendor solutions require only a software upgrade of base stations and no new hardware. This is not the case with D-AMPS networks and some GSM vendor solutions. There are a couple of reasons why HSCSD may be the preferred bearer for certain applications when compared to GPRS. The fact that associated packets can be sent in different directions to arrive at the same destination should in theory make the transmission more robust since there are many different ways of achieving the end result. However, this nature of packet transmission means that packets are subject to variable delay and some could be lost. Whilst packet retransmission is incorporated into the GPRS standards, naturally this process does take time and in the case of applications such as video transmission can cause poor quality images. Another preferred application for HSCSD could be the fact that whilst GPRS is complementary for communicating with other packet-based networks such as the Internet, HSCSD could be the best way of communicating with other circuit switched communications media such as the PSTN and ISDN. HSCSD is mainly supported by Nokia with little success 36

2.2 HOW 3G WORKS? The main principle of Spread Spectrum communication is that the bandwidth occupancy is much higher than usual. Because of this much larger bandwidth the power spectral density is lower, in the channel the signal just looks like noise. The Spreading is done by combining the data signal with a code (code division multiple access) which is independent of the transmitted data message. 37

A number of advantages are: • As the signal is spread over a large frequency-band, the Power Spectral Density is getting very small, so other communications systems do not suffer from this kind of communications. However the Gaussian Noise level is increasing. • Random Access can be dealt with, as a large number of codes can be generated a large number of users can be permitted. • The maximal number of users is interference limited. • Security: without knowing the spreading code, it is (nearly) impossible to recover the transmitted data. • Fading rejection: as a large bandwidth is used the system is less susceptible to distortions. There are a couple of Spread Spectrum Techniques which can be used. The most famous one is Direct-Sequence (DS) also well-known is Frequency-Hopping (FH). A combination of these two (DS/FH) offers a lot of advantages over the other two and will be the basis of the proposed system. 38

Direct Sequence Direct Sequence is the most famous Spread Spectrum Technique. The data signal is multiplied by a Pseudo Random Noise Code (PN-code). A PN-code is a sequence of chips valued -1 and 1 (polar) or 0 and 1 (non-polar). The number of chips within one code is called the period of this code. A PN-code is a noise-like code with certain properties. Several classes of binary (2-phase) PN-codes exist: M-sequences (base), Gold-codes and Kasami-codes. There exists also 4-phase codes , these aren't taken into account yet. A PN-code can be created by means of one or more shift registers. When the length of such a shift register is , in general the following can be said about the period N = 2 (raised to power of n) - 1 In the most simple case a complete PN-code is multiplied with a single data bit (see figure, in this example ). The bandwidth of the data signal is now multiplied by a factor , this factor is said to be the processing gain. 39

Frequency Hopping When using Frequency Hopping, the carrier frequency is 'hopping' according to a known sequence (of length ). In this way the bandwidth is also increased. If the channels are non- overlapping the factor of spreading is , this factor is equal to the Processing Gain. The process of frequency hopping is shown below 40

There are two kinds of Frequency Hopping Techniques: • Slow Frequency Hopping (SFH) In this case one or more data bits are transmitted within one Frequency Hop. An advantage is that coherent data detection is possible. A disadvantage is that if one frequency hop channel is jammed, one or more data bits are lost. So we are forced to use error correcting codes Fast Frequency Hopping (FFH) In this technique one data bit is divided over more Frequency Hops. Now error correcting codes are not needed. An other advantage is that diversity can be applied. Every frequency hop a decision is made whether a -1 or a 1 is transmitted, at the end of each data bit a majority decision is made. A disadvantage is that coherent data detection is not possible because of phase discontinuities Hybrid System: DS/(F)FH The DS/FFH Spread Spectrum technique is a combination of direct-sequence and frequency- hopping. One data bit is divided over frequency-hop channels (carrier frequencies). In each frequency-hop channel one complete PN-code of length is added to the data signal (see figure, where is taken to be 5). Using the FFH scheme in stead of the SFH scheme causes the bandwidth to increase, this increase however is neglectable with regard to the enormous bandwidth already in use 41

As the FH-sequence and the PN-codes are coupled, an address is a combination of an FH- sequence and PN-codes. To bound the hit-chance (the chance that two users share the same frequency channel in the same time) the frequency-hop sequences are chosen in such a way that two transmitters with different FH-sequences share at most two frequencies at the same time (timeshift is random). From Jack P.F. Glas Difference between regular CDMA and W-CDMA 42

2.3 WHAT 3G HAS TO OFFER? With 3G technology, communication is becoming richer. 3G opens up to a large array of services and applications, from rich seamless call to wireless internet at speed faster than the wired broadband. The table below shows the wide variety of services that can be availed with 3G and there are much more related services that can be availed and which are linked to these features such as mobile blogging, mobile TV, and many more. With 3G we also get faster business connectivity, faster streaming and faster content download. “Communication is becoming Richer , thanks to 3G” 3G Browse Internet Messaging Share Pic, Music, Video Video Sharing Interactive 3D Gaming Push to Talk Access corporate email Video Sharing Push to show Rich Call Video Calling Seamless Voice Mobile meeting Ring tones, games DL 43

“Graph showing bandwidth requirement for the service and value for the end user” The above graph shows the bandwidth requirement for the service and how much value does the end user associate with that service. It is quite evident that the services which require more band width are up on the value list for the end user. New services demand higher speed 44 Voice, SMS GSM 10-40 Kbps MMS, WAP, Download, Audio Streaming SMS GPRS 30-40 Kbps Web Browsing, Mobile intranet access, Video streaming, Video sharing. EDGE 80-160 Kbps Video telephony, Video sharing. Real time IP, real time games, mobile internet WCDMA 128-384 Kbps Faster Business connectivity, faster streaming, content download HSPA 1-14 Mbps

3G offers a wide variety of services to choose from 2.4 PRESENT DEVELOPMENTS 45

3G Operators generate higher ARPU than Voice and data operators 36 50 56 42 52 30 30 34 19 27 0 10 20 30 40 50 60 1 2 3 4 5 Countries ARPUPerUser(Euro) Source: www.3gtoday.com/ It is quite clear from the above forecasts that after Latin America, Asia has the highest subscriber forecast for the 3G segment. Moreover most of the Asian countries are already through with launching of 3G and the biggest market which is left untapped is India. “In respect to that, a total of 185 WCDMA licenses have been awarded by various governments and regulatory bodies to the operators up till the mid of 2006 in more than 60 countries.” 46

From the above graph indicating ARPU for 5 countries, 1 indicates Italy, 2 indicates UK, 3 indicates Austria, 4 indicates Sweden and 5 indicates Australia . The Blue bar indicates ARPU for 3G operator and Red indicates Average country ARPU. It is quite evident from the above graph that average revenue per user for a 3G operator is higher than for voice and data operators, thus not only it offers benefits for the consumer but it also brings a smile to the operator with increase in ARPU. Going by the over all trend, the 3G operators generate almost 1/3rd more revenue per user than voice and data operator. “3G compliments GSM rather than replacing it.” The 3G Networks are complimentary with the existing GSM networks. GSM networks are the most commonly user networks in most of the countries as in India. The operators do not need to establish their new network sites and put in new equipment for launching 3G technology rather they just need to buy a new 3G equipment and it can be attached to the existing network. Thus no extra infrastructure cost, or site buying cost has to be incurred by the operators. The operators thus can get maximum out of their 2G investments by moving towards 3G. Another important feature with 3G is that the coverage issue that most operators face is solved in 3G. As 3G provides paramount indoor converge. 47 GSM/GPRS GSM/GPRS GSM/GPRS EDGE 3G EDGE 3G

How many users (out of total population) use internet and use Mobiles? From the above graph it is quite clear that in western Europe, mobile subscribers are more than internet subscribers and same is the case in Japan. However in US and Canada, the Internet users are more than the mobile users, thus if people are given a choice of using internet on their mobile there is good chance of people going in for that service. How many users use internet on their phones for various operators in Europe? We can see a large number of mobile subscribers do use internet on their mobile phones. 48

2.5 SECONDARY DATA ANALYSIS Secondary data is collected so as to learn and study the practices of major 3G operators around the world and identify the main 3G services and applications that they are offering to the consumer around the world. Secondary data study is carried out to learn from experience of previous researches and study the strategy and business models:- • Journals of 3GP Association • News Articles on 3G • Websites of the Operators offering 3G Services • Business reports provided by the Mobile operators offering 3G The secondary data also covers the tariff models that other operators are using around the world so that after going through various tariff models, the best tariff model can be recommended to the Indian operator. The Various are the list of 3G applications and services and their Tariffs that are being used by various operators around the world. Operator: Verizon Wireless (US) Service Type: Audio Downloading, Audio Streaming Overview  With V CAST Music, customers can download music over the 3G EV-DO network directly to their 3G wireless phones and to their Windows XP PCs, and can transfer new and existing digital music from the PC to their wireless phone.  V CAST Music lets customers immerse themselves in their favorite music with music videos, artist alerts, album art and more.  One million songs are available on V CAST Music Tariff  $15 V CAST VPAK per month  $2.50 per download to 3G mobile device  $0.99 per download to Windows XP PC 49

Operator: Cingular USA Service Type: Video Streaming Overview  Allow users to watch video clips from HBO shows on their phones.  Users could also get tones, graphics, and games from their favorite HBO shows! Tariff  HBO Mobile: $4:99/month  HBO Family: $2:99/month Operator: Cingular USA Service Type: Wireless Internet Overview  Cingular broadband Connect allows users to have wireless access on their laptops virtually anywhere.  Supported by Cingular 3G PC cards, this service frees the users' laptops from the limitations of wired connections and extend their reach far beyond the range of hotspots Tariff  $59:99 - 900 anytime minutes  $79:99 - 1350 anytime minutes 50

Operator: Cingular USA Service Type: Java Games Download Overview Users can download games with full-color animation and robust sound effects. Once downloaded, users can play the games again and again, creating a little diversion during a busy day. 3D Games  Action & Adventure  Strategy and Role Playing Games Sports  Card, Board & Casino  Gameroom  Star Wars, HBO, Disney and Cartoon Network  Puzzle  Retro Tariff $2.99-$7.99 per game Operator: Cingular USA Service Type: Instant Messaging Overview Allow users to send and receive instant messages using the AOL Instant Messenger or Yahoo! Messenger.  IM Forwarding: Forward instant messages from users' computers to their wireless phones.  PC to Mobile Instant Messaging: Send AIM, MSN, or Yahoo! instant messages from users' computers to friends and families using their 10-digit Cingular numbers Tariff $0.10 per message 51

Operator: Cingular USA Service Type: Mobile Portal Overview Allows users to personalize their homepage with topics of their interest, and instantly check out sports scores, surf the web, get email, grab new ringtones and games, and more Tariff  MEdia Net 1MB: $4:99/month  MEdia Net 5MB: $9:99/month  MEdia Net 10MB: $14:99/month  MEdia Net Unlimited: $19:99/month  MEdia Net pay Pay-Per-Use: $0.01/KB Operator: Cingular USA Service Type: Email Overview  Cingular Mobile Email allows users to have access to their personal emails such as AOL, Yahoo, and Hotmail.  Cingular Mobile Email allows users to Instantly check personal e-mail quickly and easily from a 3G Cingular phone Tariff No monthly fees. Standard data charges apply while downloading inbox and messages Operator: Cingular USA Service Type: Picture Message, Video Message Overview Allow users to send pictures, video, and voice messages to another phone or e-mail address even with personalized text or a voice recording. Services include Picture messaging, Video Messaging, Voice Messaging, Greeting Cards, Kodak Mobile, Multimedia Fun. Tariff 52

 20 messages: $2.99/month  40 messages: $4.99/month  Messages pay per use; $0.25/message Operator: Cingular USA Service Type: Video Streaming Overview  Users can get video clips of breaking and headline news, sports highlights, weather, entertainment and television shows  Cingular Video allows users to get stats and commentary from your favorite sports commentator.  Cingular “Sounds Live” users can get exclusive access to see and hear concert performances by some of today's most popular artists just days after the live event. Tariff $ 19.99 Per Month Basic Package Operator: Cingular USA Service Type: Mobile Radio Overview  MobiRadio on Cingular offers programmed commercial and interruption-free audio music channels that feature a wide variety of popular music genres .  MobiRadio on Cingular is a rich consumer application which gives customers 44 channels of high quality music from which to choose from and displays album art, song and artist information during playback. Tariff  $ 6.99 per month + data usage Operator: Optus Australia Service Type: Navigation, User Location, Location Search, Proximity Overview With Optus Zoo FindA users can get detailed maps and directions from A to B in the palm of their hand. FindA offers several types of location based services.  Navigation, User Location, Location Search, Proximity 53

Tariff AU$4.95 (US$3.65) per month, or “Pay-as-you-Go” at rate of AU$0.55 (US$0.40) for 20 minutes Operator: Vodafon

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