MVNO Plan © strictly confidential copyright mobile communications media 2010
Business Overview © strictly confidential copyright mobile communications media 2010
Who Should Be an MVNO? • Mass Media (Best) – Media that covers national, International, sports, entertainment and business news. – Ready made advertising channel – Ready made content unique to its subscribers – Ready made users/subscribers • Retailers (average) – Outlets as distribution and dealer channel – Ready made sales structure – Loyal customers • Global Brand (investment intensive) – Ready made users/followers © strictly confidential copyright mobile communications media 2010
Why Now? • In early 2004, Europe and developed market started MVNO structure. – There is no proper business model for MVNO to excel. – MNO is competing with MVNO due to market is not saturated yet (Subscribers > Population) – Technology companies concentrate on selling their network appliances, rather than providing services. – Capital intensive for MVNO and gross margin too low to justify investment of over € 10 -20 mil to capture 100, 000 subscribers. – Time to market may take years to build and develop full network coverage. • In 2010, emergence of Mobile Virtual Network Enabler (MVNE) – – Cut costs of investing technology CAPEX. Cut monthly overheads of over staffing on technical employees. Matured market is looking for more than just phone calls, SMS and 3 G access. Quick time to market. © strictly confidential copyright mobile communications media 2010
What is MVNE? • A Ready Platform to serve MVNO Requirements – It is proven Tier 1 platform, extensive features to cater the different needs of MVNOs – A Faster time to market. Less risk. Simplified go-to-market approach. • An attractive Commercial Model based risk and rewards. – Based on ASP model. No CAPEX investment. – Pay only for the services / platform features required © strictly confidential copyright mobile communications media 2010
What Do MVNE Offer? – The Menu • Core Telecom Services – – – – Voice MO and MT Real Time control SMS Data (GPRS, EDGE, 3 G, HSPA) MMS Real Time Converged PrepaidPostpaid Rating Call Forwarding Call Waiting Call Hold Call Conferencing Call Barring Caller Line Identity Presentation USSD Services VXML IVR © strictly confidential copyright mobile communications media 2010 • Business Support Solutions: – – – – Dealer Management System Dealer Point of Sale Dealer Commissioning Customer Relationship Management Customer Care GUI Customer Registration Information Distribution Inventory Management SIM Card Production SIM Pack Printing Voucher Production Management Trouble Ticketing MNP Interface and workflow Financial Reports Postpaid Billing Dealer e. Topup via SMS
What Do MVNE Offer? – The Menu (cont’d) • Charging & Billing Solution: – – – – Support for Fixed, Mobile and WimaxWifi services Real Time Rating and Services Flexible Rating Engine Flexible ReloadTop. Up Engine Service Bundling 255 Dedicated Accounts 255 Usage Accumulators Unlimited Friends and Family accounts Community Charging Bonus on Incoming Calls Full Subscriber Lifecycle Management and Notifications USSD Topup USSD Balance Check USSD Call Back for Roaming Camel Roaming Reload Voucher Solution © strictly confidential copyright mobile communications media 2010 • Value Added Services – – – – – Full Service Delivery Platform for SMS, USSD, Web, WAP and Voice Applications M 2 M applications Enhanced Call Routing Voicemail Personal Ring Back Tone 3 rd Party Content Management Hosted Content Hosted WAP portal USSD Menu Browser Peer to Peer Balance Transfer Missed Call Alert Notification Web Based Self Care OTA announcements Bank Payment Gateway Voice SMS Collect Call Credit Transfer SMS 2 Email 2 SMS Advertising services
In The Nutshell MVNO - Branding N B H - Marketing S H M - Product Development - Sales - Customer Management - Business Know-how Sub Brands T VAP – Value Added Provider MVNE NE – Network Enabler MNO NO – Network Operator Subscribers © strictly confidential copyright mobile communications media 2010
Revenue Driver and The Market © strictly confidential copyright mobile communications media 2010
Potential Revenue vs Services Offered • There are 16, 000 newly registered users in the market in Malaysia every month. • Penetration rate is now 110% • People are more accustomed to carry 2 mobile phones or more • MNP is well received by end user • More mature market developed but lack of vertical market offering in Mobile Services Merchant Trade Tune Talk Xo. X U-Mobile MVNE Based MVNO Target Market Foreign workers (South Asia) Open Market Chinese Market Entertainment Based NSTP Market Total subscribers 140, 000 60, 000 22, 000 1, 000 100, 000 (12 mths) Offer Voice and Data Packages (2. 5 G) YES YES NO YES Offer Voice and Data Packages (3 G) NO NO NO YES Bound by MNO network facility limitations YES YES NO NO Offer Caller Ring Back Tone YES NO NO YES Prepaid & Postpaid NO NO NO YES TBC Full Range of VAS NO NO NO YES Service Bundling Remittance NO NO NO Cross Selling Media Advertising © strictly confidential copyright mobile communications media 2010
Revenue Streams • Core Revenue Streams – – Voice calls and SMS Mobile Data and Broadband Packages • Value Added Revenue Streams – Advertising • WAP, SMS, USSD, Voice Mail, Phone Tone and Caller Ring Back – – – Ring Back Tone Services Bundled Content Services Unique Packages for Berita Harian, Harian Metro and NSTP • Sports, Current Affairs, Entertainment and Lifestyle • ARPU (Average Revenue Per User) – RM 60 – – Core Revenue – RM 40 per month VARS • Subscribers – RM 5 per month • Advertisers – RM 15 per month © strictly confidential copyright mobile communications media 2010
MVNO Keyword – BUNDLING Marketing Concept • Free Sims to capture subscriber • Prepaid and Post-paid • Thick MVNO • Multi Packages • Call rates from RM 0. 15 – 0. 32 (peak/off peak) Marketing Concept • Basic Mobile Prepaid Services • Loyalty programmes • No frills services • Subsidised Call Rates – Flat RM 0. 16 • Goal – Driver for Air Asia services • Goal – IPO Marketing Concept • Basic Mobile Prepaid Services • South Asia Low Call Charges • Local Call rates from RM 0. 15 – 0. 33 (peak/off peak) • The only Celcom MVNO with Caller RBT • Goal – Drive Remittance & Money Changing Services • Marketing Concept • Specific Target Market • South Asia Low Call Rates • Basic Mobile Prepaid Services • Low International Vo. IP Call Rates • Goal – Sell more Vo. IP Product & Services Challenges – Acquisition of subscribers. All the MVNO above do not have steady stream of followers. All transactional based clientele. © strictly confidential copyright mobile communications media 2010
Unique To NSTP - Acquisition Current Subscribers • Bundle SIM to newspaper subscription (s) • Offer different bundling prices for example – RM 50 – get one of the newspaper subscription and RM 10 worth of calls/sms – RM 100 – get two newspaper publication subscriptions and RM 15 worth of calls/sms – RM 150 – get three newspaper publication subscriptions and RM 20 worth of calls/sms • All packages valid for 1 month • Instant Revenue for MVNO New Subscribers • Bundle newspaper to SIM • Offer different bundling prices for example – RM 20 – get one week worth of newspaper (one publication) – RM 30 – get one week worth of newspaper (two publications) – RM 50 – get one week worth of newspaper (three publications) • Instant New Readers / subscribers for publication(s). © strictly confidential copyright mobile communications media 2010
Bundle Again for Retention • NSTP – Content Services • Cheaper News Alert Service (RM 1 per week) • Exclusive Downloadable News Alert Application (push email strategy) • Exclusive Content Services for Youth & Interactive Services • Caller Ring Back – Paid Content • Exclusive to NSTP or affiliated companies • Unique Label and Artists Caller Ring Back (more for Harian Metro) – Free Content • Radio-based Caller Ring Back • News-based Caller Ring Back • Advertisement-based Caller Ring Back © strictly confidential copyright mobile communications media 2010
Key Driver To Success • Brand – NSTP holds known brand – Multi-brand for different market segment (NST, BH and HM) – Affiliation to a larger media group • Marketing – NSTP has more than 5 million readers – NSTP holds 3 major publications in the media market with steady readership • Staff Programmes (Family and Friends) – Large group – Ready made subscribers • Distribution Network – News-Stands as distribution/dealer channel © strictly confidential copyright mobile communications media 2010
Business Model © strictly confidential copyright mobile communications media 2010
Cost Structure & Business Model • Network Elements – – • Marketing Elements – • Provided by MVNE with a setup fee as low as RM 500 K one time cost Pay as you go model in subsequent month Leveraging on in house advertisement properties Operation – – Over heads (from CEO to receptionist) can be as low as RM 1. 8 mil per annum Only needed dealer and distributor managers and sales & marketing team Full Outsource Technology Outsource Commercial Contracts Covered by MVNE MVNO sign directly with MNO Technical Involvement Covered by MVNE Manageable cost structure NO – rate may change as it goes YES – knowing fixed wholesale rate Able to own technology NO YES Time to market 6 months or less YES NO – depends on rates negotiation © strictly confidential copyright mobile communications media 2010
The MVNO Structure © strictly confidential copyright mobile communications media 2010
Contribution • NSTP – Advertising real-estate expenses (print advert) – The big 3 Brands • Mocome – Business Knowledge – Operational and Technical Knowledge – Value Added System Provider • Retailers – Must be large group with more than 100 outlets in the country – Taking lesser top-up fees (minimize cost of sale) • Funder – The financier of the business © strictly confidential copyright mobile communications media 2010
Roadmap • Regional expansion – With MVNE, lower setup cost made regional expansion more reasonable – Tie up with other giant publishers in neighbouring countries • Break-even point – With 5 mil readers to target, targeting 2 % for the first 18 months – ARPU of RM 30 per month – Revenue hits RM 36 mil averaging 7% net profit (with Retailers in the group) • Long term stragety – To target at least 15% of the readership – Ability to offer more value added and low-cost termination/call rates © strictly confidential copyright mobile communications media 2010
Projections 1 st Half 2 nd Half 18 Mths 24 Mths Total (MYR) (MYR) Direct Revenue Mobile Svc 0. 00 1, 560, 000 17, 753, 000 82, 713, 290 102, 000 Direct Cost Mobile Svc 500, 000 1, 380, 000 15, 712, 000 73, 201, 000 90, 642, 000 Indirect Revenue Mobile AD 0. 00 200, 000 6, 413, 000 28, 950, 000 35, 362, 000 Agency Comms Mobile AD 0. 00 60, 000 1, 924, 000 8, 700, 000 10, 608, 000 Gross Profit (500, 000) 205, 000 6, 596, 000 29, 776, 000 36, 136, 000 Operating Exp 1, 610, 000 3, 690, 000 6, 578, 000 5, 944, 000 16, 650, 000 (2, 110, 000) (3, 485, 000) 18, 000 23, 832, 000 19, 836, 000 Profit • Assumptions – – • Cost Structure – • Based on ARPU of RM 30 per month Plateau in 19 months with 490 K subscriber Dealer and MVNE costs are in Direct Cost of sales, Marketing costs will be in Operating Exp Strategy – Aggressive in Year 2 © strictly confidential copyright mobile communications media 2010
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