Celltick Technologies Interactive Broadcast a real solution to a real operator’s need Ran Wellingstein RW@Celltick. com Cell Broadcast Forum, Milano, May 2002 1
Outline • Celltick – Technology and applications • Operator’s trial – Objectives – Results – Conclusions • Commercial potential – Business case Cell Broadcast Forum, Milano, May 2002 2
Company Profile • Founded March 2000 • HQ in Israel, offices in Europe (UK & Denmark) and APAC • Publicized installations – BT Cellnet, Orange IL • Active in standardization bodies Cell Broadcast Forum, Milano, May 2002 3
Key Partners Handsets & Infrastructure Integrators / Resellers Cell Broadcast Forum, Milano, May 2002 Content Providers SIM Vendors 4
Operators focus on content and value added services VAS are expected to be the industry’s growth engine Cell Broadcast Forum, Milano, May 2002 5
How to promote VAS usage ? More Services !!! Cell Broadcast Forum, Milano, May 2002 6
JOB SE JOB B JOB G JOB W ATRAFTA ATRAFJ ATRAFN BGUEST_DJ ה רפסמ JOB M BDJ More Services ! ? TV 1 B Business B W TV 4 MDD TV 5 MDD P Weather MDD US TV 6 TV 8 MDD EU YES 1 MDD AS YES 2 TIK BFIRST _רמז רפסמ WTHA BONTOP WTJE BTIP DEAL PH WTEI BVOTE SPORT BIN TOTO BCLOSE NBA BU 99 FM SAL DEAL PTA DEAL PJ WTAU DEAL PB DEAL RH DEAL RTA WTFE SHABAT WTCH LOTO BILL WTUK NEW WTSC DEAL RJ Entertainment DEAL RB WTEU 1 DEAL CH WTEU 2 DEAL CTA There are so many of them WTUS 1 YESP WTUS 2 DEAL CJ YTV and usage is still very thin SKI DEAL CB YES 3 E TALK Youngsters WTJA DEAL News DAGIM TALE WTTA JOB RATE US E S DLI JOB D RATE E P GDI Horoscope JOB CS FILM TV 3 BPARTY JOB SEC ATRAFS TV 2 BHOT JOB P ATRAFHOT BONOP GOL SHOR TEOMIM SARTAN ARIE BETULA MOZNAIM AKRAB KASHAT GOL W BONOR BONOTA NEWS Sports BONOTA_( 1, 2, 3, 4 ) NEWS W BONON_1 NIN BONON_2 ISRAEL BONON_3 SKII BONON_L MILGA H SKIA BONOPO MILGA U SKIS MILGA C SKIF MILGA OL WTBS Students MILGA P MILGA Cell Broadcast Forum, Milano, May 2002 EVENTS 7
VAS Usage Barriers Why doesn’t everybody use them ? Cost of Education Ø Takes a huge amount of money and time to educate customers how to use services – Fact: Most content and value added services revenues do not cover promotion expenses Cell Broadcast Forum, Milano, May 2002 8
VAS Usage Barriers Why doesn’t everybody use them ? Services usually take large number of key strokes Ø Every key-stroke reduces the use by 50% – User interface is cumbersome – Icon [by SMS] - 12 clicks – Horoscope [by SMS] – 15 clicks – Horoscope [WAP] – 6 clicks and 3 min navigation Cell Broadcast Forum, Milano, May 2002 9
VAS Usage Barriers Why doesn’t everybody use them ? Users need to take initiative Ø Consumers like to stay as passive as possible – The highest barrier of all – very few services justify the hassle in getting them… Cell Broadcast Forum, Milano, May 2002 10
VAS Usage Barriers How many will cross these barriers ? Cost of Education Ø Takes a huge amount of money and time to educate customers how to use services Services usually take large number of key strokes Ø Every key-stroke reduces the use by 50% Users need to take initiative Ø Consumers like to stay as passive as possible Cell Broadcast Forum, Milano, May 2002 11
VAS business is thin due to usage barriers 15 -18% use data services Masses use voice only and MO SMS Cell Broadcast Forum, Milano, May 2002 12
The key to increase VAS business is in getting more people to use them !!! Cell Broadcast Forum, Milano, May 2002 13
VAS Usage Barriers Why doesn’t everybody use them ? Cost of Education On-screen interactive channel Ø Takes a huge amount of money and time to educate customers how to use services Services usually take large number of key strokes Only 2 Clicks Ø Every key-stroke reduces the use by 50% Users need to take initiative Reaction Ø Consumers like to stay as passive as possible Cell Broadcast Forum, Milano, May 2002 14
VAS Usage Barriers Celltick removes them ! On-screen interactive channel enabling VAS consumption by Only 2 Clicks Reaction Cell Broadcast Forum, Milano, May 2002 15
How does it work ? Interactive Broadcast Technology enable VAS consumption in only 2 CLICKS REACTION Cell Broadcast Forum, Milano, May 2002 16
User Experience (1) Stimulate the User 100 tickets left on The National Every evening Local Temperature Trivia Game is forbut rain could Bayern this Orange -8°C screen offers Horoscope München-FC about to more… set in later. Get 18: 00 you start. Get 20: 00 prepared… Click now. News Köln VIP 2 Join 19: 00 atit now! Streaming Content… Cell Broadcast Forum, Milano, May 2002 Continuous Automatic No activation No Configuration No annoying beeps No menu navigation No memory management Real time Location based 17
User Experience (1) Stimulate the user (2) Generate Revenues 2 nd click… Generates VAS usage Call booking agent 100 tickets left WAP the. Bayern for full story Get Bayern Logo München-FC Place your bet Köln at Tell a friend 20: 00 First click… Menu opens immediately 2 ndnd click prompts the 2 nd click initiates a 2 nd click launches 2 user to enter a click launches 2 nd click sends SMS call to number browser at destination number, ‘bayern icon’ to embedded in embedded WML embedded WAP forwarding the server. Server sends message address No need to know, address message (viral back bayern icon effect) remember or enter service parameters Cell Broadcast Forum, Milano, May 2002 18
Icons Hottest Icons ! Get them now !!! Scooter Bomb Scorpion Next Message Cell Broadcast Forum, Milano, May 2002 SMS icon_bomb to #999 19
Ringtones Sex and the City The coolest ringtone in town ! Download now ! Next Message Download now ! Cell Broadcast Forum, Milano, May 2002 SMS ring_1115 to #999 20
Live Polls Should the UK give up the British pound and go for the Euro? Yes No Next Message SMS poll 15_n to server 58% thought that the UK should use the Euro. Thanks for your participation Cell Broadcast Forum, Milano, May 2002 21
Voice Services Who wants to be a millionaire ? Play now and win A million ! Next Message Play Now ! Call *975 to service IVR Heavy rains are expected tomorrow. Get prepared Next Message Listen to forecast Cell Broadcast Forum, Milano, May 2002 Call *567 to weather IVR 22
MMS Hottest Icons ! Can’t get Get them now !!! enough of Madonna? Cell Broadcast Forum, Milano, May 2002 A message is broadcast; appears on the handset’s screen. 23
MMS Next Message Hottest Icons ! Video now !!! Get them Audio Pics Cell Broadcast Forum, Milano, May 2002 24
MMS Next Message Hottest Icons ! Video Get them Audio now !!! Pics Cell Broadcast Forum, Milano, May 2002 25
MMS Request Sent Cell Broadcast Forum, Milano, May 2002 26
MMS Received Open it ? Cell Broadcast Forum, Milano, May 2002 27
MMS Next Message Hottest Icons ! Video Get them Audio now !!! Pics Pictures Cell Broadcast Forum, Milano, May 2002 28
MMS Request Sent Cell Broadcast Forum, Milano, May 2002 29
MMS Received Open it ? Cell Broadcast Forum, Milano, May 2002 30
MMS Hottest Icons ! Can’t get Get them now !!! enough of Madonna? Cell Broadcast Forum, Milano, May 2002 31
Easy deployment on operators’ network Reaction generates regular interactive Voice/SMS/WAP (paid service) Media. Managerr SMSC c c STK application handles display and user reaction WAP Gateway Content Management and Streaming Server c GSM Gateway/CBC Teasers over broadcast channel (free of charge) GSM/GPRS Network Cell Broadcast Forum, Milano, May 2002 BSC 33
Celltick boosts usage of new and existing services Short term revenues ! Cell Broadcast Forum, Milano, May 2002 34
The Need and the Solution • Our customer: The content and value added services manager • The need: Tons of money were invested in creating and promoting different VAS, but still VAS don’t deliver the business expected • Our solution: By removing the barriers of usage Celltick can generate thought business from content and value added services Cell Broadcast Forum, Milano, May 2002 35
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