-1-FRA-0280-02382-02-11_E.pptDRAFTOpportunitiesintheGermanmobiledatamarket:JointprojectbetweenMicrosoftandT-Mobil–Discussionpaper–Munich,July1999-2-FRA-0280-02382-02-11_E.pptDRAFTContentsPageManagementSummary3A.Dataapplicationsrepresentthebiggestopportunityintoday’s5mobilemarketB.T-MobilandMicrosoftwanttoexploitthisopportunitytogether25C.Managementandresourcecommitmentarerequiredtomakethis31asuccessD.Fourstepsarenecessarytoreachtheroll-outphase33E.Ajointprojectteamhastobesetupandatightworkschedulehasto43bemetDRAFT-3-FRA-0280-02382-02-11_E.pptDRAFTManagementSummary-4-FRA-0280-02382-02-11_E.pptDRAFTManagementsummary•ThemarketformobiledatacommunicationisveryattractiveforT-MobilandMicrosoft•TogetherwewanttodevelopthismarketandbecomethedrivingforceintheemergingmobileInternet/Intranetcommunity•ThiswillsecureT-Mobil’snumber1positionasamobilecarrierinGermanyandhelpMicrosofttopenetratethismarketsegmentwithitsmicrobrowser,WinCE,clientSWandOSsystemsandplatforms•TheaimisapilotandmajorannouncementatCeBIT2000•Adetailedprojectplanhasyettobedeveloped•Managementneedstocommittoandpromotethisjointactivity-5-FRA-0280-02382-02-11_E.pptDRAFTA.Dataapplicationsrepresentthebiggestopportunityintoday’smobilemarket-6-FRA-0280-02382-02-11_E.pptDRAFTThemobilemarketiscurrentlyexperiencingmajorchangesThemobilemarket•Therapidlydevelopingmarketformobiledatacommunicationsisbecomingincreasinglyimportantformobiletelecommunicationproviders•TheITHWmarketisconfrontedwithdeclininggrowthrates•TheacceptanceofInternetandIntranetusageisgrowingrapidly•Remote/mobileenabledaccessisincreasinglyimportant•PDAsandsmartphoneswillgaininimportance•IPbasednetworksarethefoundationfortheconvergenceofITandcommunication•GPRSasaforerunnertoUMTSisthetechnologicalanswertowirelessIP-7-FRA-0280-02382-02-11_E.pptDRAFTT-MobilandMicrosofttogethercanexploitthesechangestotheirrespectiveadvantagesTheplayers:T-MobilandMicrosoft•T-Mobilwithapprox.7.4msubscribers,7.5bnDMturnoverandamarketshareofapprox.40%,iscurrentlytheno.1intheGermanmarket•T-Mobilwantstoexploitthisdevelopmentandtrendtosecureitsmarketleadership•AspartoftheEmbraceproject,whichsetouttostrengthenandintensifytheco-operationbetweenMicrosoftandDTAGtowardsastrategicpartnership,ajointprojectbetweenMicrosoftandT-Mobilhastobesetuptodevelopandexploitthepotentialthemobiledatamarketrepresents•T-MobilandMicrosofteachhavestrength,whichcombinedwillmakeitapowerfulforceinthemobilemarket-8-FRA-0280-02382-02-11_E.pptDRAFTThetechnologicalchangescreateinsecurityinthemarket,opportunitiesandthreatsTechnology•WAPisseenasanintermediatetechnologyonthewaytofullXMLcomplianceofthemobiledevices•Thecurrentsituation,thus,representsamajorparadigmshiftandchangeintechnology,whichatthesametime,presentsthreatsandchallengesforincumbents,butalsoopportunitiesforfastandfirstmovers•ThedeploymentofGPRSandUMTSnetworksismainlybeingdrivenbythenecessitytoprovidefastwirelessaccesstotheinternetinthemassmarketandintranetapplicationsforcorporateusers•Bothtechnologies,justlikeGSM,arebeingimplementedonaEuropeanscale-9-FRA-0280-02382-02-11_E.pptDRAFTGrowthratesforthemobiletelecommunicationsmarketinGermanywillgraduallydecreaseoverthecomingyearsMobilesubscribersinGermany[m]Source:T-Mobil,worstcasescenarioGPRSintroductionUMTSintroduction6.27.39.310.811.512.412.427.125.223.320.115.410.47.31998199920002001200...
