1. Microsoft Mobile Service Platform Empowering The Agile Service Provider Ronald Chan Business Development Manager Network Service Providers Microsoft Greater China Region

2. Competition Globalization Marketplace Macroeconomics Regulation/ Deregulation Customer Expectations Technology The Reality of Change Business Success is a Moving Target Agility is the Critical Success Metric Grow Market Share Reduce Operational Costs Increase ARPU Launch New Services Leverage New Channels Extend Existing Assets Reduce Debt Burden

3. The old business model Mobile operator Handset vendor Customer Subscription / access fee / service charge Bulk handset purchase Handset subsidies

4. Things just got a whole lot more complicated Mobile operator Terminal vendor Customer Subscription / access fee / service charge Smaller order for each type/model Other Incentives /rebat Advertiser Retailer, m-commerce merchant Transaction royalty Bank/financial service provider Site fee Application hoster/ 3rd-party portal Pays for hosting/ portal service Content provider Site fee Enterprise Mobile Intranet Portal Site fee Pays for hosting/ portal service And/or revenue sharing Transaction fee sharing And/or revenue sharing

5. Key Success factors Availability and support of Different Devices Availability and support of Different Devices An ecosystem for application development An ecosystem for application development Widely accessible portal service that can enable all applications Widely accessible portal service that can enable all applications UMTS Forum 2001 Report No. 16

6. Microsoft.Net Vision To empower our customers through great software, anytime, anywhere, and on any devices To empower our customers through great software, anytime, anywhere, and on any devices

7. Microsoft.NET

8. Integrated Tools Integrated Services Integrated Platform Integrated Experiences The Agile Service Delivery Platform

9. DigitalCommunicationsServices Third party Operated Services Digital Media Services DigitalBusinessServices Existing Services Exposing The Infrastructure Web Services Operating Environment Integrated Third Party Web Services Developer Tools Network/Data Center Infrastructure Web Services-Based Automated Operations OSS/BSS & Line of Business Systems Existing Systems

10. Requirements / Design Goals Extensible Business Model Extensible Business Model Access to comprehensive innovative consumer content from 3rd party Access to comprehensive innovative consumer content from 3rd party Hosting platform for MVNO, large enterprise Hosting platform for MVNO, large enterprise Integrated billing and charging Integrated billing and charging Separate payment processor, which is capable of supporting prepaid, post- paid credit card payments Separate payment processor, which is capable of supporting prepaid, post- paid credit card payments Proven 3G rating engine, which is capable of supporting real-time rating as well as defining rating tariffs for each event type Proven 3G rating engine, which is capable of supporting real-time rating as well as defining rating tariffs for each event type Effective ICP management Effective ICP management Work-flow driven approach for application registration, submission, verification Work-flow driven approach for application registration, submission, verification Built-in EAI for streamlined business process, process status monitoring Built-in EAI for streamlined business process, process status monitoring Application certification (similar to Windows logo) Application certification (similar to Windows logo) Latest Technology Latest Technology XML web services XML web services xHTML Mobile/Web Browser xHTML Mobile/Web Browser High performance streaming engine which optimize bandwidth High performance streaming engine which optimize bandwidth High performance, availability, scalability, manageability High performance, availability, scalability, manageability

11. Enabling technology Content management Content management Billing support Billing support Notification Notification Location based service Location based service Personalization Personalization Device management Device management Catalog and subscription management Catalog and subscription management Subscriber profile management Subscriber profile management Security, audit Security, audit Digital Dashboard, Datawarehouse Digital Dashboard, Datawarehouse

12. Solution Architecture Application and 3 rd party web services Enterprise Applications, Consumer contents Enabling Technology and application servers Flexible billing and subscription model, Application hosting for Enterprise, plug-n-play 3rd applications Continuously Availability, Scalability & Manageabl ity Integrated OSS/BSS Agility, time-to-market, Customer satisifaction Services Creation Environment Windows developers, Visual tools developers, XML web service development PCs and SmartDevices Network Infrastructure Portal Access Services (Device management, AAA, Single Sign-on)

13. Times of Change Create Opportunity Opportunity for new leaders Opportunity for new leaders Opportunity to redefine markets Opportunity to redefine markets Microsofts Commitment Empower service providers to win leadership in new markets and unparalleled profitability... Through Agility... Through Agility

14. Thank You