August 26 & 27, 2008 • Shangri-la Hotel, New Delhi, India

Strategies To Optimise ROI For Entry Level Handsets and Low Cost 3G Solutions To Penetrate Emerging Markets

• Capitalise on business opportunities and developments for Entry Level Phones
• Examine Low Cost 3G Opportunities - Bring 3G and mobile Internet services to the developing world
• Increase penetration rates & market share in emerging markets with Entry Level Phones
• Reduce the impact of the initial cost of becoming a mobile subscriber
• Market Entry-Level and Low Cost Handsets to price sensitive customers
• Create successful brands and vendor strategies for Entry Level Phones
• Develop a low-cost distribution strategy and after sales market support
• Define user requirements for entry-level handsets
• Reduce the total cost of ownership (TCO) & BOM while providing applications processing capabilities
• Address the power challenges and alternative charging options

“As mobile phones become more popular in the developing world, new and more advanced phones have to developed at a very low cost. Last week Nokia announced four phones for developing markets, with features like a megapixel camera and a price tag at ¤90 ($142) and below.”

"It is clear that consumers want affordable phones that offer value, not necessarily the cheapest phone. Consumers associate value with brand affinity, quality perceptions, and performance expectations. In this regard, the low end is no different from the high end. Therefore, the lowest priced handsets may actually drive consumers away. In markets such as India where PC penetration is nominal, the data-capable handset will define the Internet experience for a massive numbers of end users."

ABI Research, which predicts that the developed markets' high saturation rates mean that over 80% of new mobile phone subscribers in the next five years will come from emerging markets….By 2011 almost one out of every four handsets shipped globally will be an ultra low cost handset. India will be the biggest market in the next five years, growing from a little over nine million handsets in 2006 to more than 116 million handsets in 2011.

As mobile communications offers low income subscribers more affordable prepaid mobile services combined with a degree of cost control, there has been a phenomenal growth of mobile subscriber numbers in emerging markets. So, today, one of the leading trends in the telecommunications industry is to design and manufacture low-cost cellular phones to service emerging market economies. In response, handset manufacturers have had to seriously examine how to lower cellular platform costs to capture this growing market segment.

Following from the success of last year’s Low Cost Handsets Asia, Informa is pleased to announce our Entry Level Handsets Asia 2008, taking place in New Delhi from 26-27 August 2008. This event will once again bring together leading operators, handset and contract manufacturers, technology and content providers and application developers to address Strategies To Optimise ROI For Entry Level Phones and Low Cost 3G Solutions To Penetrate Emerging Markets

This 2-day market-driven, information-packed event is specially designed for :

• Mobile operators
• Semiconductor Manufacturers
• Mobile Infrastructure Vendors
• MVNOs
• Mobile Device Operating System Vendors
• Venture capitalists
• Handset manufacturers/vendors
• ODMs & OEMs
• Financial institutions
• Components vendors

9.00 Speed Networking : A chance to get to know your peers before
the start of the conference and set a relaxed and informal atmosphere
Adrena Chia Conference Research Director Informa Telecoms & Media, Singapore

9.30 Entry level 3G Devices For Developing Markets: Market Opportunities & Trends
• 3G Market update and trends
• Market developments enabling affordable 3G WCDMA/HSPA
devices
• Collaboration in the ecosystem to address market opportunity for
affordable 3G feature phones, USB Modems and Smart phones
Kanwalinder Singh, President, Qualcomm India & South Asia

10.00 The Challenges In Deploying Entry Level Handsets/Terminals

• What is the economic case for entry level phones/terminals for the 3G
• What are the pricing models and role of subsidies?
• What are the key challenges for operators?

Supun Weerasinghe, Chief Operating Officer – Dialog Mobile,
Dialog Telekom, Sri Lanka

10.30 Defining A Mobile Centric Information Society
• What are the drivers and barriers
• Applications and services that will help increase ARPU of operators
• Sociological changes being driven by mobiles
Sudhir Agarwal, President, Haier Telecom, India

11.30 Approaches To Develop Entry Level Handsets To Optimize The
Delivery of 3G Services

• What are the requirements and features of low cost 3G consumer?
• How can we identify the functionality to drive demand?
• How to achieve economies of scale in software development?

Anuj Nangia, Product Head, Spice Mobile, India

12.00 Panel Discussion : Evaluating Mobile Operator Handset Strategies

For Entry Level Handsets Towards Higher ARPU And Lower Churn
• What are the current challenges facing mobile operators these
days – increasing market saturation, declining margins?
• How to meet with growing regulatory and competitive pressures?
• What are the strategies to effectively control the ecosystem from
handsets, networks, applications and contents?
• How to make the handset desirable yet affordable?
• How to create productive partnerships across the entire entry level
handset ecosystem?
• What activities have been undertaken by current players in the
future evolution of the value chain?
• How to work with handset manufacturers to maximize uptake?
• Is lower-cost and refurbished cellphones a way to expand cellphone
usage in emerging markets
• Is there room for new and smaller players?

Panelists:

- Supun Weerasinghe, Head of Corporate Planning & Quality
Management, Dialog Telekom, Sri Lanka
- Anuj Nangia, Product Head, Spice Mobile, India
- Sudhir Agarwal, President, Haier Telecom, India

2.00 Evolution Of Mobile Ecosystem For Entry Level Devices

• How multimedia convergence is making its way into entry level phones
• What functionality is most meaningful for the target audience
• What new technologies are on the horizon e.g. how do we overcome the critical issues such as providing reliable power
• How large will VAS be a driver and contributor to growing ARPU

Anuraj Gambhir, Chief Advisor & Principal, Planet Resource, India

2.30 Evaluating The BOM : Balancing Handsets Functionality & Features With Price Point

• What are the approaches to develop 3G low cost handsets?
• How to deliver profitable entry level 3G phones to optimize user context?
• What are the barriers to adoption when examining user context?
• Why is there a need for flexibility in development?

Olivier Bartholot , VP Product Management, Purple Labs, United Kingdom

3.00 How Will Software Development Meet The Challenge Of The Entry Level Handsets

• What is the role of software platforms in increasing multimedia functionality for 3G entry level phones?
• How can software strategy reduce the cost and time to market of the 3G entry level phones?
• Can economies of scale reduce to cost of software development?
Senior Representative, Microsoft*
3.30 Afternoon Refreshments

4.00 The Future Role of OEMs In Handsets Production Outsourcing

• How to reconcile delivery of customized, unique features handsets with achieving lowest possible cost
• What are the advantages of platform-based approach for device
development
• What are the considerations of device segmentation in delivering
the right features for the right segment
• What are the latest developments for a fully costed BOM based
on reference design?
• What are the considerations in maximizing the functionality of
each individual handset
• Understanding the trade-offs in the components and design

Cheang Chee Ming, President and CEO, Jurong Technologies, Singapore

4.30 Assessing Strategies For SIM To Reduce Costs For Entry Level
Handsets

• How will the SIM card reduce costs for the operator?
• What are the current and new applications available?
• Evaluating the benefits of the SIM in increasing the life span of phones

5.00 Panel Discussion : ENTRY LEVEL HANDSETS ECOSYSTEM ROUNDTABLE – Strategies To Drive Total Cost Of Ownership

• What are the key elements of influence to the current ecosystem
• Who are the dominant/key stakeholders and what should the
various stakeholders be doing to ensure a sustainable growth
• How important a role will VAS play in building differentiating
propositions
• What initiatives are in place to assist the growth from a global &
local level
• What new technologies and enhancements can add further value

Panelists:

- NK Goyal, President, Communications and Manufacturing
Association of India (CMAI)
- Anuraj Gambhir, Chief Advisor & Principal, Planet Resource,
India
- Deval Parikh, Chief Officer of Handsets, VAS and Procurement,

9.00 Chairman’s Remarks
9.15 Manufacturing and Export Policies For Entry Level Phones In India

• Results from India phone market survey
• Capitalising on the opportunities available from India’s manufacturing and export policies
• Recommendations

Bharat Bhatia, Vice President, Telecom Equipment Manufacturing Association Of India, (TEMA), India

9.45 Achieving Greater Handset Affordability Through Chipset
Developments

• Addressing the total cost of ownership though the supply
chain to achieve low cost
• What are the technical innovations in lowering the Bill of Materials (BOM)?
• What are the critical chipset developments to drive down costs?
• Will the development of single-chip baseband+RF enable low cost or add to the total cost?

Senior Representative, Qualcomm

10.15 WVAS Market Developments And Implications For The Entry Level Market

Service provider initiatives for increasing the VAS revenues have been successful to a limited extent and significant potential for revenue upside remains in the entry level and prepaid segments.

• Strategies deployed in India and other emerging markets for VAS uptake in entry level segments
• Critical success factors and challenges in addressing this segment

Pankaj Agrawal, Associate Director, BDA Connect Pvt Ltd, India

10.45 Morning Refreshments

11.15 What Are “Best Practices” for Carriers to Increase Messaging Revenues in Emerging Markets?

• The entry-phone market user environment (retail POS, marketplaces, reinforcing messages) in the Emerging Markets must be analyzed as a first step to developing a Strategy and Tactics for influencing user behaviour for texting, especially with vernacular language users, resulting in increased SMS revenues.
• Case study with a leading Indian carrier to show how SMS usage increased over 200% during a joint campaign in northern India.
• Integrated “awareness, education and promotion” campaigns result in 360 degree influencers for entry-phone subscribers.
• Case Study with a leading Handset OEM shows how retail stores increased sales via awareness programs in near-by areas.

Ray Tsuchiyama, Head, Emerging Markets, Nuance Communications, Japan

11.45 Operator Exploiting Pricing Strategy & Bundling For Entry Level Handsets To Drive Profitability

• What is the ARPU growth potential from bundling of services?
• Does bundling provide an effective way for operators to bring VAS to the masses?
• What examples are there in the marketplace of successful pricing initiatives for entry level phones?

Rajat Mukarji, Vice President-Corporate Affairs, Idea Cellular, India

12.15 Panel Discussion : Which 3G Services Are Achievable For Entry Level Handsets Towards Mass Market Adoption In Emerging Markets?

• Is price point the only sticking factor to the uptake of 3G?
• What will be the right consumer proposition for emerging markets?
• What will be the key non-voice services offered to price-sensitive subscribers and at what price will they pay?
• Will these be enough to see migration from 2G?
• How to deliver the right service and at the right time?
• How to ensure a cohesive strategy in co-ordinating network rollouts with an effective handset strategy?

Panelists
- Rajat Mukarji, Vice President-Corporate Affairs, Idea Cellular, India
- Pankaj Agrawal, Associate Director, BDA Connect Pvt Ltd, India
12.45 Networking luncheon for Speakers & Delegates

2.00 Operator Enriching Rural Communities Through Telephony
• Progress made on telephony in India - Villages covered,
distribution, etc
• Marketing challenges - Meeting diversified requirements,
countering power situations, communication channels, distribution servicing, ROI, etc
• Innovations - Chargers, Marketing communications, collaborations etc.
• Rural VAS - The need, the solutions

Sunil Tandon, Senior VP – Devices and SME, Bharti Airtel, India

2.30 Forging Successful Partnerships With Handset Manufacturers For Private Branded Handsets As Key Differentiator In Emerging Markets

• What are the factors to consider by operators in the selection of handset manufacturers?
• How should they address the low cost handset market to avoid import costs and benefit from skill sets and cheap labour of indigenous work forces?
• How should operators work with handset manufacturers towards customization and branding needs?

Deval Parikh, Chief Officer of Handsets, VAS and Procurement

3.00 Building Brand Equity & Leveraging The Value Of Brand To Make Bundling A Success

• Evaluating the commercial importance of brand equity and trust
• What are the strategies for brand building for private branded phones?
• How to inspire and reap the benefits of brand advocacy from consumers?
• How brand can help to break market barriers?

Naresh Priyadarshi, Head, Synovate Business Consulting, India

4.00 Primary Battery Solutions for Entry Level Handsets In Reducing

• What is the role of small form factor primary batteries play to support entry level phones?
• What are the options available and refinements to be made?
• How can manufacturers work towards mass market adoption and reduce BOM?

4.30 Hybrid Batteries For Entry Level Handsets – Increasing User Confidence In The Power of Mobile Devices

• Why is there the need for rapidly increasing power drainage in today’s mobile phones industry?
• What are the hybrid battery management technologies available?
• Can hybrid batteries be the basis for both externaland embedded back power solutions?

5.00 Panel Discussion – OEM/ODM & MOBILE OPERATORS INTERFACE

Panelists

- Cheang Chee Ming, President and CEO, Jurong Technologies,
Singapore
- Sunil Tandon, Senior VP – Devices and SME, Bharti Airtel, India

5.30 Chairman’s Closing Remarks & Close of Conference