Registration will start at 08.30 and the Master Classes will run from 09.00 until 17.00 with appropriate breaks for lunch and refreshments.

09.00: Morning Master Class
Addressing mobile data from a marketing perspective

Led by Dr. Philip Stockmann, Director in the Competence Center “Telecommunications & Online Business”, & Lovrenc Kessler, Director at Simon-Kucher & Partners.

Agenda

• Marketing: product portfolio & pricing
• The issue of data monetization
• Customer perception
• Customers’ willingness to pay for data usage
• How to integrate offloading into your marketing and sales story
• Group work: develop suitable integrated offers for my market
• Assessment of group work results and wrap-up

About your Master Class leaders

Dr. Philip Stockmann is a Director in the Competence Center “Telecommunications & Online Business” at Simon-Kucher & Partners Strategy & Marketing Consultants GmbH in Bonn, Germany. Prior to joining Simon-Kucher & Partners, Philip worked as a project leader for audio-visual documentations in the Middle East and as a consultant and moderator for communication topics. Philip also gained experience in the area of strategic marketing and process optimisation.

At Simon-Kucher & Partners Philip specializes in strategy, organization and marketing. He has conducted international projects in Europe and Middle East for companies in the telecommunications industry as well as for automotive and engineering companies. Philip has worked on projects for the following selected clients: KPN/E-Plus, Qtel, Telefónica O2, and Daimler/Mercedes-Benz.

Lovrenc Kessler is Director at Simon-Kucher & Partners Strategy & Marketing Consultants GmbH in Munich and member of the Competence Center “Telecommunications and Online Business”. At Simon-Kucher & Partners, Lovrenc has been focusing on innovative marketing strategies, portfolio optimization and converged offer development.

Fluent in 6 languages, he has led numerous international projects at top management level in Germany, (Eastern) Europe, the Middle East, Southeast Asia and Australia for Telefónica, Telenor, E-Plus/KPN, Arcor/Vodafone, Deutsche Telekom, TEO, Polkomtel, Axiata/Celcom, SingTel/Optus, Skype and Qtel. To strengthen the company’s presence in the Middle East, Lovrenc will establish a new Simon-Kucher office in Dubai in Q3/2012 as a Managing Director.

12.30 Lunch and Networking

13.30 Afternoon Master Class
The impact of mobile data offloading on the 3G/4G service provider business case

Led by Haig Sarkissian & Randall Schwartz, Principal Consultants, Wireless 20/20, LLC Master Class Objectives

In many markets, a growing number of smartphone users consume more data traffic over Wi-Fi than on their 3G/4G networks. Many 3G/4G operators are exploring the prospects of deploying their own Wi-Fi networks as a strategy for their future business. As they consider these options, operators need to analyse the business
case of deploying their own metro Wi-Fi networks.

How much Wi-Fi should be deployed?

How much traffic can be offloaded by a Carrier Wi-Fi network?

What is the Total Cost of Ownership (TCO) of a Carrier deployed and managed Wi-Fi network?

How does Wi-Fi compare to the TCO of expanding capacity with additional LTE sites?

Which carriers will benefit the most from Wi-Fi offloading?

In this hands-on session, we will use the WiROI™ 4G Wi-Fi Offloading Business Case Tool to analyse several case studies and demonstrate a step-by-step process of analysing the impact of Wi-Fi offloading on the 3G/4G service provider business case. Attendees will have the opportunity to analyse their own business cases during this hands-on workshop.

Agenda

Session 1 – Process for Developing a 4G Business Case

• Gathering the Input Parameters for a 4G Business Case
• Gathering the Target Market Statistics
• Determine the Spectrum & Bandwidth to Be Used
• Determine the Technological Parameters to Calculate Range and Capacity
• Determine CapEx Assumptions Penetration
• Service and Market Planning
• Coverage and Capacity Analysis
• Review of CapEx, OpEx and Total Cost of Ownership (TCO)
• Sensitivity Analysis of a 4G Business Case

Session 2 – Data Consumption Analysis and Forecasts

• Individual Data Usage Assumptions
• Projection of Data Consumption Growth
• Data Already Offloaded By Home and Office Wi-Fi Networks
• Data Supported by 4G Carrier

Session 3 – The Impact of Wi-Fi Data Offload on the 4G Business Case

• Comparison of HSPA+, LTE, and Wi-Fi Technologies
• Coverage and Capacity of Wi-Fi Networks
• CapEx Assumptions for Wi-Fi Deployments
• OpEx Assumptions for Wi-Fi Deployments
• Impact of Wi-Fi Offload on the 4G Business Case

Session 4 –Wi-Fi Offload Case Studies

• Case Studies
• Conclusions

About your Master Class leaders

Haig Sarkissian has over 24 years of telecommunications experience spanning across the wireless communications value chain. Prior to establishing the consulting firm Wireless 20/20, Sarkissian enjoyed a long career in the wireless and semiconductor industries. He has helped over 50 operators worldwide develop the business case plans and gain financing for their network deployments.

Randall Schwartz has been a key participant in the broadband wireless market for the last 15 years. He is a partner at Wireless 20/20, a leading 4G broadband wireless networks consulting group and the developer of the WiROI™ Business Case Analysis Tool. He brings 20 years of experience in the wireless industry.

17.00 End of Master Classes