Expanding With New Additions: Mobile Content, Streaming Media and More Drew Jennings Sr. Product Manager Mobile Content Cricket Communications, Inc.
Leap & Its Brands: Cricket and Jump Mobile are brands of Leap Wireless • International, Inc. [NASDAQ: LEAP], out of San Diego, CA. • Cricket is a simple, affordable, flat-rate wireless mobile phone service offering unlimited anytime minutes with no long-term contracts and no credit checks required. • Geared for the urban, mobile-dependent youth market, Jump Mobile is a low-cost prepaid wireless service with unlimited inbound and outbound text messaging, unlimited incoming calls from anywhere, and only 10 cents per minute for local and domestic long distance outgoing calls. 2 confidential/proprietary
Cricket is a simple, affordable, flat-rate wireless mobile phone service offering unlimited anytime minutes with no long-term contracts and no credit checks required. With 1. 6 million customers, Cricket is the 8 th largest wireless carrier in the U. S. Spokane Salem Eugene Syracuse Boise Reno Modesto/Merced Salt Lake / Fresno Provo Visalia Buffalo Northern Colorado Omaha Denver Pueblo Santa Fe Phoenix Albuquerque Tucson Cricket® Markets 2 Lincoln Wichita Toledo Dayton Pittsburgh NW Knoxville Greensboro Arkansas Nashville Jonesboro Charlotte Tulsa Chattanooga Fort Smith Memphis Central Arkansas Macon Columbus confidential/proprietary
The Key: A Pulse on Customer Demographics Know your customers – What do they want? • There’s no longer one killer app – there’s a full spectrum of applications each with selling power to the various demographics - Wallpapers, music downloads, mobile blogging, ringbacks, streaming video, photo exchanges, etc. - Adoption of these applications are based on demographics – age, ethnicity, local culture - Fun Girl - Blingtones 2 confidential/proprietary
Delivering Personalized Applications Carriers need to deliver applications to meet customers desires while utilizing the latest technologies for delivery • Applications are based on revenue-generating opportunities and stickiness • The technologies delivering these applications can be key differentiators in personalization levels - 1 X and 1 x. EV-DO coupled with BREW, WAP, etc. for content delivery - Look for mobile content delivery platforms that provide more personalization capabilities 2 confidential/proprietary
Strategies to Expand Sales
Content Sales Expansion • Expand existing content types • Offer new content types • Bring content into new sales channels 2 confidential/proprietary
Expand Existing Content Types • Initial strategy should target frequent users • Next step: Focus on the underserved • Evolve the genre –Ringtone evolution is an example 2 confidential/proprietary
Evolve the Channel • WAP has finally arrived –Fuel, Preminet and others • Off Portal Content is growing quickly 2 confidential/proprietary
Using WAP as a Mobile Content Delivery Platform WAP-enabled applications such as those powered by Motricity further lend to more personalization capabilities • With WAP portals, users can surf content and get what they want; not necessarily settle for the types of pre-set content “available” to them via their carrier - Carriers have the opportunity to track surfing habits and further refine their own mobile storefront content to package applications for various demographics • Pre-packaged content via mobile storefronts also enable customers to easily click and buy content 2 confidential/proprietary
Venture Into New Content Types • Handset independent content can instantly drive revenues –Ringback tones are here –Voicemail Max • Streaming Media • UI customization 2 confidential/proprietary
Streaming Media Challenges • Handset capabilities • Network constraints • License holders 2 confidential/proprietary
Are Streaming Services Feasible? • Operators need to work with content providers to drive handset requirements • Business model should improve as services become commoditized • Look at off-network alternatives 2 confidential/proprietary
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