1. Digital Events go Mobile Dr Mike Short CBE FREng FIET Vice President, Telefonica Europe www.telefonica.com mike.short@o2.com www.telefonica.com Digital Scotland 2013 22nd May 2013

2. 1. The opportunity

3. The 1st MultiMedia Games

5. 2. How we tackled it…

6. Industry leadership by O2 … and co-operation JOOG MEG Other Mobile Networks O2 led: Aquatics, Handball, MPC, IBC, Catering Village, Hockey, Velodrome, Basketball, Water-polo, Athletes Village Off Park – Wembley Arena, Earls Court, Eton Dorney, Hadleigh Park, Hyde Park, Horse Guards, Greenwich, Box Hill and Hampton Court, Millennium Stadium, The O2, Ricoh Arena, St James, Hampden Park plus the Olympic Family systems.

7. Olympic Forecasting: Anticipating customer movement and demographics Ticket holders Travellers & Visitors at Ports of Entry Big screen venues Social Groups At home Business as usual

8. Re-thinking the radio networks Athlete`s Village :The greatest density of Femto cells : 1200+, serving 65 blocks Twickenham originally had 4 small antennas New high capacity system has 30 large antennas Twickenham 2010 : from 3 sectors … to 30.....and the Olympic Stadium used 40 sectors. IET White papers – www.theiet.org/ict2012– www.t.org/ict2012– www.t.org/ict2012 heiet.org/ict2012

9. The scale O2 was a flagship operator, designing & deploying Olympic Park Venues: 2/3rds of the Olympic Park Venues The Olympic Park was the size of a large city like Leeds or Seville Off Park Venues: 75% of the venues And finally – the Olympic Family solution (153,000 people) 9

10. The network came alive in London… London Marathon Chelsea Flower Show Diamond Jubilee Wimbledon 10

11. Mass events generated massive innovation Mission Control Real time benchmarking Cells on Wheels Logistics Small cells Operating Model

12. 3. Outcomes – intended and unintended

13. The celebrations were shared over mobile

14. We did it! 17 29 19

15. 4. Weve only just begun

16. Key learnings Stakeholders Forecast early Test your solution in a key Stadium Encourage Wi-Fi Build a winning team Unknowns Innovate at all levels Leverage brand opportunities 16

17. The Future 17

18. Bringing 4G services to Scotland

19. 19 Our network tomorrow 2012 3G Coverage 2017 2G/3G/LTE Coverage O2 Coverage

20. 20 Ubiquitous data coverage and innovation will radically change how we live our lives

21. 21 4G – Transforming Business and Government Increasing the productivity of people and processes Helping business get closer to customers. Enabling transformation of Local Government.

22. 22 Bringing together the complete Digital Experience

23. 23 The complete Digital Experience…also depends on building confidence and trust

24. Building a Digital Scotland Dr Mike Short CBE FREng FIET Vice President, Telefonica Europe www.telefonica.com mike.short@o2.com www.telefonica.commike.short@o2.com Digital Scotland 2013 22nd May 2013

25. Telefónicas Millennial Survey: Understanding the generation that leads the digital revolution Telefónica Global Millennial Survey Sao Paulo 2. London 1. 190 Qs >12.000 Millenials A global conversation Tuesday, 4 th JuneThursday, 6 th June Brussels 3.3. September + largestmost comprehensiveglobal study Millennials The largest and most comprehensive global study of adult Millennials conducted to date

26. European Campus Party 2013 Digital ecosystem needs skills and innovation : 2-7/09/2013 O2, London Berlín, 2012 Campus Party Europe 2013 London London, 2013 Biggest tech festival in Europe Digital sleep over designed to kick start Europe! 24x7 From 10 till 10 10,000 campuseros per day Tens of thousands more see the content streamed line Up to 5,000 camping 260,000 developers and growing 600h content

27. Building a Digital Scotland Dr Mike Short CBE FREng FIET Vice President, Telefonica Europe www.telefonica.com mike.short@o2.com www.telefonica.commike.short@o2.com Digital Scotland 2013 22nd May 2013