Indication suggested before the launch of 3G in Thailand by OMD, Omnicom Media Group

1. Consumer Insight Newsletter
August Issue 2010: 3G - The third generation
Consumer Insight: Piecing information puzzles about consumers to reveal the unknowns

2. is the third generation of telecommunication
hardware standards and general technology
for mobile networking.
The benefit of 3G systems is that they provide
faster access to all types of data, and
therefore expands the utility of your wireless
phone and appliance. This makes for a more
pleasurable Internet browsing experience.
Introduction

3. • Data
transmissio
n (1 Gbps)
G (generation) is a game of data transmission & speed
The higher the number in the Gs, the faster and more complicated data can be
transmitted
Frequency Division
Multiple Access technology
Time Division
Multiple Access technology
Code Division
Multiple Access technology
• No data transmission,
Voice only
• Low speed data
transmission (9.6 kbps)
e.g. SMS
• High speed data
transmission (2 Mbps)
• Always on
• User IP system
1G
Analog System
2G
Digital System
2.5G
2.75G
3G
Broadband System
4G
WiMax
• Enhanced speed
data transmission
(up to 90 kbps)
• Dial-Up connection
Innovative Applications
• M-commerce transaction
• Mobile TV
• Movie/Video Clip
• Video Teleconference
• Multiplayer online game
Basic Applications
• WAP/GPRS
• Push Mail
Evolution of Mobile
Communication Technology

4. High data transmission changes behavior
3G impact on traditional media in the US allowing consumers to watch
television on the move
QuickPlay Media (2009) found 55% of US
consumers (age 18-35) are interested in
mobile TV and video in 2010
Perceived cost appears the main barrier to
adoption (58%), however
51% - accept advertising in return
for free TV and video content
48% - be more likely to subscribe if
basic video content was included
Source: QuickPlay Media Survey 2009

5. Taking 3G to the extreme: Japan
Japan was the first to use 3G commercially in late 2001 and six years later 90M subscribed
(84% of all mobile users). Tons of communications possibilities to connect with consumers!
Search
Social structures
Socialize
Transform space
Location Based
Services & Global
Positioning Systems
Content
download
Replace
Converge
Sustain
Email
Identification
Payment &
Auction
Personalize
VDO conference
Personal info & Map
Multiplayer
Games
Mobile
Wallet
Community
portal Ticketing
Mobile-formatted
artwork
Multimedia
integration
Phone-dating
websites

6. Mobile non-voice in demand
Mobile phone internet access through GPRS and EDGE has not fully satisfied all
techies, such as teens and working people*(see next slide) but the trend of mobile
non-voice service in Thailand shows an increasing trend. The 3G technology will
come and fulfill this unmet need.
Thailand: Mobile Nonvoice Market Value
Source: Telecom Journal (19 Feb 10), Manager Online (31 Oct 08)
20,000
26,000
30,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
2008 2009 2010 (est)
# Smartphone Units
2008: 0.8 Mil
2009: 1.2 Mil
2010: 1.5 Mil
MB

7. Demand has
been observed
Working-agers (25-54) mainly use
internet for and at work whereas
teenagers (15-24) use for fun.
If the price is right, teenagers will
be more likely to adopt for variety
of contents whereas working-agers
for access.

8. Predicting adopters of internet-enable mobile
Jobbers
Top 5 activities on internet:
 42% E-mail checking
 14% Chat & instant messaging
 14% Listening to Music
 13% Download Software/File
 12% E-Newspaper reading
Top 5 activities on internet:
 65% Email checking
 33% Play Games
 32% Listening to Music
 26% Educational Services
 26% Chat & instant messaging
Teenagers
Source : NMR 2010 / Q1
Remark: Sample ran for adults 15-64 in SES of middle & upper and livie in Bkk & Upc Urban

9. Closing Thoughts
Moving up to a full 3G technology,
we, as a consumer, will be enjoying a
more meaningful retailing,
socializing, banking, blogging, movie
and/ or TV watching and more will
come our way via 3G mobile
services.
As a communications specialist we
should start thinking how this
technology can change (or force a
change in habit of) our consumers
and we have to learn how to use it to
our and our client’s benefit.