Download LTE and SingleRAN A Case for the Future! - inc.informa

Serving Customer Experience
with Mobile Broadband
CEO Summit – 16-17 May 2011
Henrik Hansen
VP Marketing, Middle East Region
HUAWEI TECHNOLOGIES CO., LTD.
Huawei Confidential
The business challenge for the Middle East Telco’s
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Huawei Confidential
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Huawei Confidential
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This is my Smart World ….. …..
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Everything goes Internet – Internet goes everywhere

Not only use of video, music and
news over the mobile internet

Numerous other ways to use MBB than we
can imagine

Many more types of devices will develop and
new business opportunities will emerge

MBB will be in more mobile equipment such as
cameras and Car-Infotainment systems

Dozen of competitors are in the process of
launching new devices in vertical markets
And … We Can Expect the Unexpected Devices!
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Mobile broadband growth creates challenges
2010
IP Backhaul
FTTX
LTE
HSPA+
10x
Devices
201x
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20x
Apps & Services
100x
Network Traffic
MDO
FMC
100G
HSPA
QoS
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Mr Busyman
Peter Gamer
Ms Mary Manyfriends
Hrs
per
day
Video and
gaming
(2Mbps)
Browsing,
music,
radio
(100kbps)
Voice, text,
mail etc
(<20kbps)
TOTAL
(GB/mth)
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Volume
5
50GB
7
10GB
4
0.5GB
>60 GB
What road do we take to deliver the experience ….
… and still being profitable?
HUAWEI TECHNOLOGIES CO., LTD.
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1. Provide coverage and capacity as needed, where needed, for enhanced
customer experience, while keeping ROI manageable
Urban Zone
Suburban Area
@ Home
@ Office
Countryside
Throughput
Metro Zone
Nation wide
Super high speed
Super high coverage
Hotspot
High speed
Continuous coverage
Mobility
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Extra high speed
Family/Office coverage
Fixed usage/mobile experience
Rich content & media service
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High Speed Internet
Access Anywhere
Mobile or Nomadic
2. Spectrum management becomes crucial for delivering customer
experience, 900 and 2100 are continued main spectrum for 2G and 3G
High capacity
L-2600 (20 MHz)
Off load
Throughput
U-2100 (5-15 MHz)
G-1800 (~20 MHz) => LTE
U-900 (5 MHz)
G-900 (>5 MHz)
Nation wide
L-800 (10 MHz)
•
•
•
•
•
2500/2600 MHz
2100 MHz
1800 MHz
900MHz
700/800MHz
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LTE for MBB metro/home zone capacity and urban network offload
3G, HSPA, voice/video and data services in urban areas (mobility)
GSM capacity, refarms to LTE when capacity needs are required
GSM for 2G devices and 3G for voice and data capacity
LTE for national coverage
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LTE is the most spectrum efficient standard with higher data security and
a simpler network architecture than previous standards ….
Wimax Operators’ proposition
Long Term Evolution
LTE2.6GHz NEW!
LTE
WiMAX 2.3/2.5GHz
LTE
UMTS 2.1GHz
UMTS+ LTE
GSM 1800MHz
LTE

Most WiMAX operators plan upgrade network
to LTE TDD after 2012. Test & Trials are held
in 2011

All main players are involved to develop the
converged LTE TDD / FDD eco-system

Huawei integrated solution in SingleRAN
accommodates for smooth transition
Region
GSM 900MHz
GSM+UMTS
LTE 800MHz NEW! LTE
Era of transformation
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Operator
Time
North America
Clearwire
2012+
Australia
Vividwireless
2012+
North Europe
Datame
2012+
Malaysia
P1/YTL
2012+
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3. “Smart Device, Simple World” is about selecting the devices that suite
customers and aligning network capacities to customers’ experience
Smart Device
Smart Device
Simple World
Providing simple
connectivity to the
majority of devices
available on the network
will tremendously
enhance revenue
potential
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MBB / Handset
Simple to use
Connected Home Solution
Simple to connect
Industry / Enterprise Device
Simple to operate
TMS
Apps
DSM / Hispace
Hosting Center
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Online
update
4. Smartphone strategy with the right MBB data packaging is key to
manage return on investment
Usage
SAC & SRC
Profit
Non-Smartphone
Entry-middle level
Smartphone
High-Premium
Smartphone
Large Screen
Highest
Lowest
SAC – Subscriber Acquisition Cost
SRC – Subscriber Retention Cost
Entry-middle level Smartphone is the key driver for
both revenue and profit
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5. Subscriptions and service packaging also key to monetize MBB
We must build a system that can deliver new services, timely and with expected quality.
Provide customer value for money and make the customer willing to pay
Service Specific Subscription &
Packaging
Network Intelligence and
Resource Mgmt
High Quality
Specific Delivery
Features
as Paid for
Terminals
Service, Content etc
P2P
Bandwidth
as Paid for
= adaptation to
situation and user
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At Times
Paid for
Priorities
as paid for
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For MBB, the aim must be to provide the best customer experience …. told
by the customers ….. Award Winning Network for Data!
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Meeting the future with confidence
4 Billion new
Smart phones
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10 Billion new
Smart devices
Millions of new
applications
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Huawei is the main supplier for MBB in Middle East
 In regional 3G market, Huawei has more than 60% 3G market share.
 In new license market, Huawei is the best choice. Since 2007, almost all new license operators
 More than 30% of WiMax operators chose Huawei
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Pioneering SingleRAN LTE Across the Globe
Break-through SingleRAN
GUL in Australia
1st commercial LTE, 2009
SingleRAN to expand LTE &
modernizing GU network 2011
1st LTE 800Mhz
SingleRAN GL commercial
network in Germany
1st SingleRAN GL 900MHz
The largest modernization
of SingleRAN GUL in
Europe
2009
SingleRAN LTE network
deployment & GSM
modernization in Germany
1st SingleRAN WiMAX/LTE
dual mode network
World’s 1st LTE 1800Mhz &
TDD commercial network in
Poland
SingleRAN LTE Middle East
1st LTE RAN Sharing
2010H1
2010H2
2011H1
As of Q1 2011: 100+ SingleRAN commercial networks
All support evolution to LTE, 30+ have LTE service dates scheduled
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Thank you
www.huawei.com
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