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Www.myTMN.pt Pedro Pinheiro TMN October 19 th, 2001 INSTITUTO SUPERIOR TÉCNICO M. Sc in Engineering and Management of Technology.

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Apresentação em tema: "Www.myTMN.pt Pedro Pinheiro TMN October 19 th, 2001 INSTITUTO SUPERIOR TÉCNICO M. Sc in Engineering and Management of Technology."— Transcrição da apresentação:

1 Pedro Pinheiro TMN October 19 th, 2001 INSTITUTO SUPERIOR TÉCNICO M. Sc in Engineering and Management of Technology

2 1.The Mobile Business of Group Portugal Telecom 2.Mobile Telecommunications in Portugal: a market near saturation 3.TMNs strategy for the new economy: myTMN 4.Challenges to mobile operators imposed by the new economy Agenda

3 PT Móveis 83%7,3%41,2% 100% 30,5%66,4% CRT Celular Móveis Portugal Brasil Sao Paulo Brasil Rio Grande Do Sul MarrocosBotswana # 1 Market share 50% # 1 Market share 64% # 1 Market share 76% Market share 33% # 1 Market share 65% Brasil Paraná e Santa Catarina Market share 29% # 2 9,6 million clients (1H2001)

4 Clear Leadership in Portugal Market leader in Portugal Clients: 3.5 Million (October 2001) Market share: 49% (Source: Marktest) Mimo: Pre-paid card with the highest brand awareness Best Company of the Year 1998, 1999, 2000 (Diários de Notícias) 9 th in the Best Companies to Work For 2000 (Exame) (highest ranking among Portuguese companies) Telecommunications Company of the Year 2000 (Exame) 3/1991: Birth of TMN 9/1995: Launch of MIMO (1st pre-paid mobile service in the world) 5/1998: 1 Million clients 11/1999: 2 Million clients 3/2000: WAP launch 11/2000: GPRS launch (1st in Portugal) 12/2000: UMTS License 3/2001: 3 Million clients 10/2001: 3.5 Million clients TMNs Milestones TMN

5 Leadership in Brazil Telesp Celular (são Paulo) Largest mobile operator in South America Clients: 5 Millions (October 2001) Market Share: 64% Penetration rate SP: 21% (15% Brazil) WAP clients: 1,4 millions (30%) Global Telecom (Paraná, Stª Catarina) Clients: 628 thousand Market share: 29% First operator to launch WAP in Brazil Telesp Celular and Global Telecom reach a population above 51 million people and 45% of Brazilian's GDP

6 Joint Venture PT/Telefonica in Brasil Largest operator in South America More than 9.3 million clients, representing 42% of the total Brazilian mobile market Market potential of 94 million people, representing 72% of Brazils GDP Opportunities to create value based on synergies Significant savings and risk reduction regarding auctions for new licenses Joint management between PT and Telefonica, being all important decisions taken in agreement. Each shareholder detains 50% of the JV. CEO appointed by PT and CFO appointed by TEF Telesp Celular São Paulo TeleSudeste Rio J.e E.Santo CRT Celular Rio Grande do Sul Global Telecom Paraná e Santa Catarina Teleleste (Bahía e Sergipe) Current Presence PT- Telefonica Joint Venture

7 1.The Mobile Business of Group Portugal Telecom 2.Mobile Telecommunications in Portugal: a market near saturation 3.TMNs strategy for the new economy: myTMN 4.Challenges to mobile operators imposed by the new economy Agenda

8 Penetration Rate in Portugal More mobile than fixed line phones Source: ICP

9 Mobile Penetration Rate in Portugal Source: Marktest, June 2001 Its getting harder to grow more...

10 Mobile Penetration Rate in Europe Portugal has one of the highest penetration rates in Europe Portugal: 7.2 Million Clients Source: ICP, June 2001

11 Market Share Source: Marktest, June 2001 TMN is the clear leader in Portugal Base(000): Owners/users of a mobile phone

12 Mobile Phone Acquisition Plans Source: Marktest, June 2001 Base (000): People that do not own/use a mobile phone A market near saturation

13 Type of Current Contract Source: Marktest, June 2001 Less and less ownership of the client Base(000): Owners/users of a mobile phone

14 Type of Future Contract Base (000): Potential owners/users of a mobile phone Less and less ownership of the client

15 Profile of the Future Mobile User Source: Marktest, June 2001 Only the low end of the market is still up for grabs… Base (000): Potential owners/users of a mobile phone

16 New Focus for Operators High penetration rates Voice and access are becoming commodities (low prices and margins) Stabilization of Market shares Pressure on growth rates and ARPU Operators dont want to be just pipes Broaden the offer to more profitable services Focus on growing ARPU and less on growing customer base Migrate from being a capacity provider to a full-scale service provider

17 1.The Mobile Business of Group Portugal Telecom 2.Mobile Telecommunications in Portugal: a market near saturation 3.TMNs strategy for the new economy: myTMN 4.Challenges to mobile operators imposed by the new economy Agenda

18 TMNs Strategy Aggregate all value added/content based services under a strong brand associated to TMN Partner with the best content providers Provide multi-channels (SMS, WAP, WEB, voice) to access the same content Focus on personalization/customization Open access policy Learn with the mistakes of Internet based business models: make money is still the goal; grow in a sustainable way

19 myTMN- WAP Favoritos Gestão Pessoal 1 Easy Messaging 2 Microsoft Outlook 3 Sapo 4 TMNnet Chat Mania 1 Chat City 2 Chat Brasil Lazer 1 Melodias e Imagens 2 Jogos 3 Anedotas 4 Horóscopo 5 TV 6 Música e Livros 7 Curiosidades Aqui Perto 1 Farmácias 2 Postos GALP 3 Restaurantes 4 Bares 5 Discotecas 6 Clínicas 7 Galerias de Arte 8 Museus Fora de Casa 1 Cinema 2 Cultura 3 Noite 4 Gastronomia 5 Viagens Informação 1 Notícias 2 Desporto 3 Social 4 Economia 5 Trânsito 6 Tempo 7 Transportes 8 Listas Telef 9 Saúde 10 Serviços Finanças 1 Bolsa 2 Bancos 3 Telemultibanco 4 Serviços Navegação 1 Portais 2 Directório de sites 3 Por palavra 4 Por endereço TMN Apoio myTMN Apoio Clientes TMN Online Activ. Automát. Serv Número Amarelo Guia Telemóvel SOS Telemóvel Votações Destaques

20 myTMN- SMS SMS PUSH (Mensageiro Confort) INFORDESPORTO Futebol: Golos, resultados, classificações, melhores marcadores, notícias, directos TV (I Liga, II Liga, Taça de Portugal, Competições europeias), Futebol internacional Basquetebol: Resultados, classificações Andebol: Resultados, classificações Hóquei em Patins: Resultados, classificações Futebol salão: Resultados, classificações Golfe: Resultados, rankings Ténis: Resultados, rankings Automobilismo; Motociclismo Totojogos LANETRO Música: concertos da semana; Teatro: estreias da semana; Cinema: estreias da semana; Arte: estreias da semana; Destaques do dia SPACE VIAGENS Cursos de inglês; estadias/autoférias; futebol europeu; golf; neve/promoções; pacotes de férias/promoções; sugestões de fim-de-semana; voos promoções SMS PUSH (Mensageiro Confort) NEGÓCIOS Notícias por palavra chave; Notícias por empresa PSI20; Notícias de última hora; Price Target acções; Sessão SAPO Câmbios; Destaques TV; Top 5 VoxPop; Estreias de cinema; espectáculos; previsão do Tempo; previsões da Maya; Mensagem dos Anjos; Provérbio do dia; Notícias jogos DIÁRIO DIGITAL Títulos Diário Digital; Títulos imprensa do dia; múltimédia; cultura; outros temas; Notícias muito urgentes DINHEIRO DIGITAL DESPORTO DIGITAL Notícias principais clubes; Notícias futebol nacional; Notícias futebol internacional; Notícias motores; Notícias outras modalidades SUPER ELITE Notícias TSF Crise EUA SMS PULL (Mensageiro Expresso) INFORDESPORTO Futebol: Directos TV, resultados, classificações, melhores marcadores Totojogos a pedido TELEMULTIBANCO Consultas; pagamentos de serviços; transferência entre contas; outras operações BOLSA ON-LINE Consultas; personalizar carteira de títulos; notificação de eventos (alarmes); recepção automática de informações;

21 myTMN- Voice IVR (Voz Online) TMN Notícias Informações de última hora 24h por dia Bolsa On-Line Informações sobre índices e acções Telemultibanco Acesso a operações de Multibanco InfoMadeira Informações de interesse turístico, cultural, desportivo, de lazer e de carácter geral, sobre a ilha da Madeira InfoAçores Informações sobre o Arquipélago dos Açores SOS Lar Serviços domésticos de canalização, electricidade, desentupimentos, refrigeração, chaves e fechaduras, baby sitting, vidros, assistência médica, envio de flores, etc 22 Euro Conversões de valores em Escudos para valores em Euros e vice-versa 22 Mar Informações sobre as principais praias Portuguesas

22 myTMN- WEB

23 myTMN- WEB

24 myTMN Partnerships

25 myTMN Total WAP cards % from total TMN cards- 14% Daily mobile originated SMS- 2,2 M % distinct SMS users- 50% % data revenue from total TMN revenue- 7% Most popular services- Amusement and Entertainment (Ring tones, icons, Chat, SMS Push)

26 1.The Mobile Business of Group Portugal Telecom 2.Mobile Telecommunications in Portugal: a market near saturation 3.TMNs strategy for the new economy: myTMN 4.Challenges to mobile operators imposed by the new economy Agenda

27 New challenges for mobile operators Changes in corporate culture More flexibility to react to a fast changing market, very competitive, difficult to predict and much less stable than voice Migrate from a culture focused on selling cards and voice minutes to a full- scale service provider Attract a different type of human resources Changes in its core infrastructure and high investments requirements More flexible billing systems UMTS investments New type of partners and business models Depend on good content and applications Manage non traditional partners Share revenue with partners Identify the right killer applications/ bet on the right services Retain current customers is the highest priority

28 Moving Forward… MMS EMS Wi-Fi Bluetooth UMTS GPRS


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