Example of a major seminar presentation; received extraordinary approval feedback.

1. Case Study: Operational Business Intelligence in Action John Tull Chief Marketing Officer, AsiaPac 9 May 2007

6. Industry Context: Radical Transformation Toward Ubiquitous Lifestyle Communication Experience | John Tull | May 2007 Yesterday Tomorrow Applications Users Devices Networks Today Voice Phone One-Size Fits All Circuit PC WLAN Consumer Student’ Business Limited Public WiFi 2.5 G WWAN PDA Content Gaming Simple Apps Connectivity Photos Data-capable Phone, iPod,… Camera Phone DSL Cable Audio 3G WWAN “ Wireless Fabric” IP Core Smart Phone Next Generation PC Wireless Broadband Multimedia Broadcasting M-commerce Enterprise Prosumer SMB Teen/Youth Vertical Markets Vertical-specific: Telematics; RFID Sensor Networks (RFID) Fiber to the Premises Network computers Machines e-Learning e-Health Location-based Home Network HDTV System on Chip (SOC) Robots IP Client Continuous Experience Blended Services Common Core

7. Telecom: Relentless Innovation Just to Stay in the Game | John Tull | May 2007

8. This is Driving the Telecom Operator’s BI Challenges… | John Tull | May 2007 While technology is important, a highly agile operational platform combining information and creativity via a highly developed eco-system is crucial for success. Requires a seamless migration to next-generation IT+N technology and processes. Telecom Operator’s Juggling Act Short term decisions for leaner, quicker ‘business as usual’ Longer term (3+ years) factors driving sustainable market success BI Challenges Ability to integrate & manage new Experiences Network, IT, Marketing, Sales,… ‘ Red Queen’ Syndrome Unstructured Real-time Way beyond ELT, Data warehousing, query tools Complexity n Infrastructure Management Capex, Opex, & Capacity Speed to Market New Value Chain & Competitors (‘infotainment’) ‘ Media’ Ecosystem: Applications / Content Devices (Diversity, Availability & Pricing)… Process reengineering

12. | John Tull | May 2007 New Business Models Impact Key Telecom Financial Levers Net Margin Average Cost Per User Average Margin Per User Subscribers Average Revenue Per User Support Cost Fixed Cost Variable Cost Gross Adds Churn How quickly will the technology obsolete? What revenue share model works best? “ My TV won’t transfer my movie to the Fridge door!” Are Pre-pay #7 customers losing me money? Why are customers quitting? Which of my 50K ‘products’ won that customer? Do I add this channel?

16. | John Tull | May 2007 Architecting a ‘Whole of Business’ Transformation: FT

17. | John Tull | May 2007 How a Telecom Sees “Unified View”: a Sliver

18. What Success Looks Like: Change the Rules! | John Tull | May 2007 Connection Bill Local service $20 Long distance service $15 International service $10 Feature Bill Call waiting $ 3 Caller ID $ 3 Services Bill (illustrative) Connection Charge $ 5 Family Portal $20 Home Security $15 Music on Demand $ 5 Video on Demand $10 HealthCare Portal $10 Financial Manager $10

19. ‘ Network Externalities’ Strike Back: The Complexity Trap | John Tull | May 2007 We all expect so much more: always-on connectivity, for All… … And we each expect to be served as a Unique Individual

20. ‘ Next-Generation’ Telecom Value Chain BI: Speeding new revenue-generating services to market | John Tull | May 2007 Comprehensive environment for the evaluation and introduction of new services Developers Service Provider End Users Application Ecosystem Resources, visibility & opportunity Help identifying and rationalizing new services Valued convenience, productivity and entertainment services

22. Constantly Unleashing Business Value… | John Tull | May 2007 Research & Markets 4/05 … adding new layers of Complexity & exposure “ Walk into the coffee bar at the offices in Seoul, and the screen of a handset lights up with the menu. You can order two cappuccinos, pay electronically and receive a receipt, all on the handset…” Mobile Payments The Economist, 4/2/05 1 “ Games can be persistent (played in short bursts overlong periods), massively multiplayer , and can exploit information about players' locations and proximity to each other”. Anywhere Games & Video “ Mobile operators must be involved in the development and promotion of mobile games and TV…” 2 Personal Advertisement The Economist, 4/2/05 3 “ Anything that is screen-based will be able to be used as an ad-serving mechanism.”

24. To Get There: Build & Manage A Services Architecture Alcatel-Lucent/Bell Labs Implementation of MultiMedia IT/Network | John Tull | May 2007 Integrated Applications (‘the value’) Bell Labs Service Enhancement Layer (‘the experience’) Operator challenge: to drive intelligence into the network to enable delivery of premium-capturing lifestyle services to the End User IMS & Single Subscriber View (‘the end-to-end control’) SIP Service & Network Management Software Access Devices (‘the visible’) Simple Seamless Secure Portable Personal Service Broker CSCF BGCF MRFC HSS (1 DB) Lucent Network Controller Media Gateway Control Function Lucent Network Gateway Media Gateway SDHLR Session Manager IP PBX Combo Phone A/V Streaming Voice Gaming Presence Location Push to Talk

25. (The techie bit): Policy-Enabled Service Management Alcatel-Lucent/Bell Labs Implementation of MultiMedia IT/Network | John Tull | May 2007 Voice Services IP Services Enterprise Services Platinum Partner(s) Non-Premium Partner(s) Wireline / Wireless Access Management Video Services Data Services Competing Networks Consumer Services Vortex ™ Policy Mgt. Application Server ISG Service Enabler APIs Fleet Management Call Centre Dispatch, etc MVNO partners TM, Maxis, Celcom Skype, Joost,… Picture Mail, Information Services, Content Delivery, etc Vortex ™ Policy Mgt. ISG Service Enabler APIs Vortex ™ Policy Mgt. ISG Service Enabler APIs Vortex ™ Policy Mgt. ISG Service Enabler APIs Simple Seamless Secure Portable Personal Bell Labs Service Enhancement Layer (‘the experience’)

26. Operational BI Analysis Issue: Relevant Time Scales | John Tull | May 2007 Selected temporal scales relevant to dynamics (12+ ‘decades’) Dynamic Optimization Window: 6+ ‘decades’ ‘ Strategic’ Decision (Capex-oriented) Per-Mobile Variations Fast-fading Shadow fading Voice call SHO Data session Packet call 3G Packet Anchor swap Long-time Load Variations Seasonal Busy “hour” Weekly Daily Subscriber growth Service Optimization Network changes, Cell splitting/additions In-Service Optimization Time (sec) 10 -2 1 10 +2 10 +4 10 +6 10 +8 Session Optimisation 3G Pwr/Rate control 2G Pwr control Drop timer 1xEV-DO DRC TCSI interval Data Collection Celnet Xplorer logs Hourly SM

28. Real-Time BI: Traffic Density Variations Time Scale ~ Minutes | John Tull | May 2007 10 minute span: 7 00 -7 10 pm Legend: White  Red proportional to load Predominantly voice users Spatial variations of High-speed data users have larger system impact

29. | John Tull | May 2007 10 minute span: 7 40 -7 50 pm Legend: White  Red proportional to load Predominantly voice users Spatial variations of High-speed data users have larger system impact Real-Time BI: Traffic Density Variations Time Scale ~ Minutes

30. | John Tull | May 2007 Total Lost Calls (12 hour data) Real-Time BI: Traffic Density Variations Time Scale ~ 12 Hours, Lost Calls Mobile cell station that can be deployed? What is our Customer Satisfaction status? What impact on our eCommerce $$ for these Subscribers? ‘ Layered’ BI Value-Add

31. | John Tull | May 2007 Q: How do they build, repair and exploit a “perfect” web that is so much bigger than they are? Are Spiders the Pacesetters in BI? Spiders have very small brains It must be a SIMPLE Algorithm (like cellular automata) Spiders have poor eyesight and poor viewpoint to “see” what they have built… S. Ranamathan, S. Simon Bell Laboratories

32. | John Tull | May 2007 BI Challenge: Gaining the Right Perspective on Data Painting on a Canvas the Size Of Two Football Fields: Nazca Indians of Peru (ca 300 BC - 800 AD, rediscovered 1920)

35. And now…. | John Tull | May 2007