To: elmatador who wrote (2045 ) 2/27/2002 1:32:40 PM From: Eric L Read Replies (1) | Respond to of 9255 re: TIM & M-Services TIM seems to still be a holdout from the OMAI* TIM launched GPRS last year and now has around 600,000 users, about half from the consumer market. * TIM offers M-Services handsets from Motorola, Siemens, Alcatel, Ericsson, Samsung and Telital. * The first Nokia M-Service-enabled GPRS phone is currently in prototype. >> TIM Hopes To Recreate Docomo Model With M-Services Emily Bourne Total Telecom Cannes 21 February 2002 TIM, the mobile arm of Italian incumbent Telecom Italia, said at the 3GSM Congress in Cannes Thursday it has sold 1.2 million M-Services handsets. The company announced its second service, WAP Push. The company hopes to take a proactive role in selecting and marketing applications, along similar lines to DoCoMo in Japan. “The manufacturers are unable to produce suitable standards because they compete too much with each other,” Mauro Sentinelli, managing director of TIM, told Total Telecom. “The operators have to commit them selves in participating in working groups within the GSM Association.” Sentinelli initially tried to short-cut the company's way to the front of the mobile data race by importing DoCoMo's successful i-mode standard into Italy, inserting a GPRS transceiver into a PDC handset. However, the attempt failed, because “GPRS is much more complex than PDC.” So TIM moved from the technology to the services, compiling a list of the most successful applications in Japan and visiting handset vendors in Japan, Korea, Scandinavia, the U.S. and Europe to find out what was possible in time for Christmas 2001 launch. The result of that survey was the first slew of M-Services offerings: enhanced messaging service (EMS), screensaver and WAP push. The screensaver service was the first launch, in November. The target for sales was 700,000 handsets, Sentinelli said, but TIM managed to sell 1.2 million in the November to January period. 23,000 photos were downloaded. Now the company hopes to build on this user base with a push news service designed to simplify WAP use. An estimated 40% of European mobile users receive SMS but don't send their own, preferring not to type, he said. TIM's question was: “How can we gently drive those users to navigate into the Internet world?” Under the WAP Push service (which is being marketed to end-users only as “M-Services”), users receive free SMSs with news headlines, an advert at the top and a hyperlink into a WAP site for the full story. Content is provided by Italian news agency ANSA and entertainment content provider ACOTEL. TIM offers M-Services handsets from Motorola, Siemens, Alcatel, Ericsson, Samsung and Telital. The first Nokia M-Service-enabled GPRS phone is currently in prototype. Sentinelli said it is too early to disclose ARPU figures for M-Services users because they are probably too high at the moment. “These customers are special customers, self-segmented,” he said. When the company reaches 40% penetration of M-Services among its overall 24 million customer base, it will disclose the ARPU increase. TIM launched GPRS last year and now has around 600,000 users, about half from the consumer market. Sentinelli believes it is important to make GPRS work before pushing UMTS. He said TIM has full coverage with its GPRS network, and this is “the single most important component of every mobile service,” followed by the ability to roam. In marketing terms, he added, “the real evolution is between circuit-switched software and packet software,” that is, between GSM and GPRS. However, in investment terms, the quantum leap is going to be from GPRS to UMTS. He believes the key to success is effective marketing. << - Eric -