【特集・ニュース】 ◇キーワード

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1 KDDIR&A Open Mobile Summit Jon Metzler KDDI President, Blue Field Strategies Open Mobile Summit 2011OMS Appcelerate3114 OMS2 4 VerizonSprintDeutsche TelekomeBayMcCann EricksonCiscoFoxSony Sony EricssonLG ElectronicsSamsungOMS AppcelerateGREE, DisneyBionic Panda GameviewDeNA 4G LightSquared Deutsche Telekom Sprint Verizon Wireless Google Samsung GREE DisneyTapulous DeNAGameview T-Mobile USA AT&T LTE 4G Android ios Operators and Innovation; Monetizing the Mobile Internet Economy: Who Pays for 4G?; Pricing and Packaging Mobile Broadband PAGE 1 of 13

2 Title Open Mobile Summit 2011: How Wireless Operators Are Responding to the Rise in Mobile Data Author Abstract Jon MetzlerPresident, Blue Field Strategies The Open Mobile Summit 2011hereafter, OMS 2011 was held in San Francisco, California, from November 2 to November 4. On Day 3, Appcelerate, a day-long event focusing on the app economy, was held. It s been said that the boom in mobile apps and gaming has cooled, but the very existence of this event symbolizes the increased influence of apps and upper-layer services. The OMS is held twice per year, once in London and once in San Francisco. This was the fourth San Francisco OMS. Major players such as Verizon, Sprint, Deutsche Telekom, ebay, McCann Erickson, Cisco, Fox, Sony formerly Sony Ericsson, LG Electronics, and Samsung all participated at this installment of the OMS. At Appcelerate, in addition to majors such as GREE, Disney, up and coming social game developers such as Bionic Panda, Gameviewa DeNA subsidiaryalso spoke about what has keyed their success in social gaming. From the operator s perspective, one overall theme was how operators are responding to the massive increase in mobile data. This was touched on in panels such as Operators and Innovation ; Monetizing the Mobile Economy: Who Pays for 4G? ; and Pricing and Packaging Mobile Broadband. This report focuses on comments on the subject of mobile data and their implications for mobile operators. Keyword LightSquared Deutsche Telekom Sprint Verizon Wireless Google Samsung GREE DisneyTapulous DeNAGameview T-Mobile USA AT&T wireless broadband 4G superphones smartphones mobile apps mobile data LTE SMS messaging Open Mobile Summit San Francisco PAGE 2 of 13

3 4 LightSquaredChairman & CEOSanjiv Ahuja LightSquaredLTE Chairman & CEOAhuja201011Open Mobile SummitBest Buy C Spire WirelessCellular SouthSprint SprintLightSquared SprintClearwire LightSquaredGPS1.575 GHzGPS LightSquaredSprintGPS Sprint30 Ahuja We want to be the dumbest pipe LightSquared 1Verizon Wireless2 AT&TLTE LTE LightSquaredBest BuyC Spire Wireless3 LTE GPS Sprint LightSquared = SprintLTE LTE PAGE 3 of 13

4 ClearwireSprint 1LightSquared 1LightSquared LightSquaredOMS G Ahuja Verizon Wireless CTODavid Small Sprint CTOStephen Bye Accel PartnersRob GlaserReal Networks Morgan StanleyScott Devitt 4G Verizon Wireless SprintG 2G3G4G PAGE 4 of 13

5 Accel Partners 4G Verizon WirelessSprint4G Verizon Wireless2011LTENetflix NFL Mobile Sprint2010HTC EVO WiMAXEV-DO QikSkype CM2 2SprintQik2010 Qik SprintBye4Gcost per bit 4G Accel PartnersGlaser3G GoogleApple Verizon Communications 10 Glazer4G OTTOver-the-Top 3Verizon WirelessVZAT&TTAppleAAPLGoogleGOOG If you build it, they will comefield of Dreams PAGE 5 of 13

6 10AppleVerizon 280Apple Verizon3.5 3Verizon WirelessVZAT&TTAppleAAPLGoogleGOOG 10 ycharts.com LTE Verizon WirelessLTE 3G 4GLTE 4Verizon WirelessSprint 3G/4G Sprint24GWiMAX Clearwire 4T-Mobile USA4G AT&TAWS 4GLightSquared ClearwireHSPAHSPA+4G MHz MHzAdvanced Wireless Services; AWST-Mobile USA2006AWS GW-CDMA PAGE 6 of 13

7 4Verizon Wireless4G 4G T-Mobile USA Brad Duea Openwave John Giere, SVP Deutsche TelekomDr Kim Larsen, SVP Technology Economics, DoCoMo USA Masaaki Maeda, President and CEO FCCAT&TT-Mobile USA T-Mobile USADeutsche TelecomLarsenDeutsche Telekom 1-4 T-Mobile USADueaNapsterOTT OTT PAGE 7 of 13

8 Duea T-Mobile USAWal-Mart100 5 GBSMS T-Mobile USA Wal-Mart OpenwaveiPadiPhone3 ipadwi-fi60% ipadat&tverizon Wireless ipad Wi-Fi DoCoMo USA Deutsche TelekomLarsen 2 PAGE 8 of 13

9 a OTT b HSPAHSPA WhatsAppWhatsApp iosandroidblackberrysymbian SMS SMS WhatsAppSMS SMS MMS WhatsAppWhatsApp Messenger KPN 1 50% WhatsAppBlackBerry Messenger SMS % SkypeLine ions.htm PAGE 9 of 13

10 6OTTKPN SMS KPN20111 Larsen 2015ARPU %SMS 7OTT Deutsche TelekomKim LarsenOMS 2011 PAGE 10 of 13

11 LarsenInternet of ThingsIoT)1 2000Deutsche Telekom notification KPN ARPU ARPU WhatsApp VodafoneWhatsApp20114Sequoia Capital 800 HSPAHSPA Larsen LTEcost per bit OMS 2011AT&TT-Mobile USA T-Mobile USA LTE Android OS Larsen Larsen8 LTE SON SON self-optimizing network PAGE 11 of 13

12 8 Deutsche TelekomLarsenOMS 2011 LarsenLTE Verizon WirelessAT&T SprintT-Mobile USA 2008 OMSOMS 2011 LightSquared2010 4CEO AppleSonyLG Electronics ZTE Android Windows Phone20115 Nielsen ResearchAndroid PAGE 12 of 13

13 582 MBWP7317 MB WP7 WP71 Deutsche Telekom OS LTE OTT SMS 905 TBSCBS98UC-Berkeley PAI Rosum E911FCC DCBlue Field Strategies 20088KDDI DTV UI hare-and-data-usage/ PAGE 13 of 13

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