1. Requirements to benefit from CB in Value Added Services Mark Cabiling, Swapcom Marketing Manager mark.cabiling@swapcom.fr

2. Agenda Cell Broadcast issues Today’s solution Application examples Conclusion

3. About Swapcom French company based in Lyons and Paris – Telecommunication background Dedicated to providing software – SMS & CB Gateways – OTA – Mobile Office Swapcom CB expertise – Cartes 2000:most innovative SIM application Award for personalized CB services. – Cannes 2001: Information Portal with OTA profiling – 3GPP member

4. Agenda Cell Broadcast issues Today’s solution Application examples Conclusion

5. Cell Broadcast issues CBC Network Infrastructure CBC Network Infrastructure Services Providers Services Providers Revenue streams Revenue streams Services platforms Services platforms CB Enabled Handsets CB Enabled Handsets CB Enabled SIM Card CB Enabled SIM Card Friendly Interface Friendly Interface Standards High Value Content High Value Content

6. The CB Forum challenge CB activation and usage is complex Standardization bodies have not planned CB in VAS Suppliers (handset, SIM) didn’t implement CB features Few Content and Service Providers are aware of CB potential Business Models for CB apps are not as mature as those with SMS

7. CB Enabled Handsets Handsets on the field do not homogenously implement CB features. – Too late for the ones in the hands of users – Work on the next coming generation … Swapcom teamed with magic4 to demonstrate “ Multimedia content delivery with CB ”

8. CB Enabled SIM cards Requirements for SIM cards – OS need to be CB compliant – CB personalization Over The Air is a demand Swapcom and Gemplus teamed to demonstrate “ in Cartes 2000 World First OTA CB activation Services ”. OTA

9. Standards SWAPCOM & GEMPLUS – Change Request: T3-010275 – Improve SIM card applications with Enhanced content SWAPCOM – Pushing in the SIM@lliance adoption of CB for SIM browsing features (Push CB, CB Activation)SIM@lliance SWAPCOM & MAGIC4 – Change Request: T2-010465 – Enhanced content to be distributed by CB

10. Agenda Cell Broadcast issues Today’s solution Application examples Conclusion

11. Today's solution CBC Content Providers SMSC Customer Care Billing System Subscribers OTA News Chat Weather

12. Self Customer Care The server holds in its database the different user profile. After each modification, the server has to synchronize the the SIM card profile (CBID): Use Secure OTA platform to update the SIM card. Profiling scheme Enterprise Messaging CB Connect Content Manager Account Manager Profile Manager SMS Connect OTA Connect OTA Card Administration SMS Center Cell broadcast System Message Formatter

13. Content providers After controlling content provider rights, the content is : Pushed to the each SMS Address Sent to the the related CB channel Billed Content distribution Enterprise Messaging CB Connect Content Manager Account Manager Profile Manager SMS Connect OTA Connect OTA Card Administration SMS Center Cell broadcast System Message Formatter

14. Agenda Cell Broadcast issues Today’s solution Application examples Conclusion

15. Chat services CB enhances existing SMS revenue streams Stimulate MO traffic by sending CB messages: – Forum channel subscriptions – Broadcast localized connected list (most active users) – Broadcast arrival messages on a specific zone « Becky just arrived in your area» SMS CB

16. Multimedia content Multimedia content push on CB channel – Ring tone or Icon of the day Revenue Streams – Pay per Subscription – Free subscription and use Appealing Content to promote Premium Rate Services (IVR, WAP, SMS) “Send it to a friend” “Get another one” SMS CB WAP IVR

17. Digital Mobile Decoder CB Pay-per-View and Pay-per-Use by using the SIM card to check access rights Content is sent directly over CB The SIM becomes a “Digital Mobile Decoder” – Decryption, Access Control… – Custom Applets – Secure Credit download 2 3 1 CB

18. Agenda Cell Broadcast issues Today’s solution Application examples Conclusion

19. Conclusion The CB Forum has an important mission – Evangelization – Standards – Implementation – Application Enablement However the market is ready for CB – SMS Push applications are limited – There is a strong demand for LBS and revenue generating services Today Value Added Services that benefit from CB are possible