Expanding With New Additions:

Mobile Content, Streaming

Media and More

Drew Jennings

Sr. Product Manager

Mobile Content

Cricket Communications, Inc.

Leap & Its Brands:

Cricket and Jump Mobile 

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• Cricket and Jump Mobile are brands of Leap Wireless International, Inc. [NASDAQ: LEAP], out of San Diego, CA.

•Cricket is a simple, affordable, flat-rate wireless mobile phone service offering unlimited anytime minutes with no long-term contracts and no credit checks required.

•Geared for the urban, mobile-dependent youth market, Jump Mobile is a low-cost prepaid wireless service with unlimited inbound and outbound text messaging, unlimited incoming calls from anywhere, and only 10 cents per minute for local and domestic long distance outgoing calls.

Cricket

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Cricket is a simple, affordable, flat-rate wireless mobile phone service offering unlimited anytime minutes with no long-term contracts and no credit checks required.

With 1.6 million customers, Cricket is the 8th largest wireless carrier in the U.S.

Cricket® Markets

Tucson

Salt Lake / Provo

Tulsa

Central Arkansas

Greensboro

Memphis

CharlotteChattanooga

KnoxvilleNashville

Dayton

Albuquerque

Wichita

Santa Fe

Pueblo

Fort Smith

Spokane

Pittsburgh

MaconColumbus

Phoenix

Denver

NW Arkansa

s

Boise

Toledo

Salem

Reno Omaha

Buffalo

SyracuseEugene

Modesto/Merced

Visalia

Northern Colorado

Jonesboro

Lincoln

Fresno

The Key: A Pulse on Customer Demographics

Know your customers – What do they want?

• There’s no longer one killer app – there’s a full spectrum of applications each with selling power to the various demographics

- Wallpapers, music downloads, mobile blogging, ringbacks, streaming video, photo exchanges, etc.

- Adoption of these applications are based on demographics – age, ethnicity, local culture

- Fun Girl

- Blingtones

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Delivering Personalized Applications

Carriers need to deliver applications to meet customers desires while utilizing the latest technologies for delivery

• Applications are based on revenue-generating opportunities and stickiness

• The technologies delivering these applications can be key differentiators in personalization levels

- 1X and 1xEV-DO coupled with BREW, WAP, etc. for content delivery

- Look for mobile content delivery platforms that provide more personalization capabilities 

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Strategies to Expand Sales

Content Sales Expansion

•Expand existing content types

•Offer new content types

•Bring content into new sales channels

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Expand Existing Content Types

•Initial strategy should target frequent users

•Next step: Focus on the underserved

•Evolve the genre–Ringtone evolution is an example

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Evolve the Channel

•WAP has finally arrived–Fuel, Preminet and others

•Off Portal Content is growing quickly

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Using WAP as a Mobile Content Delivery Platform

WAP-enabled applications such as those powered by Motricity further lend to more personalization capabilities

• With WAP portals, users can surf content and get what they want; not necessarily settle for the types of pre-set content “available” to them via their carrier

- Carriers have the opportunity to track surfing habits and further refine their own mobile storefront content to package applications for various demographics

• Pre-packaged content via mobile storefronts also enable customers to easily click and buy content

 

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Venture Into New Content Types

•Handset independent content can instantly drive revenues

–Ringback tones are here–Voicemail Max

•Streaming Media

•UI customization

 

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Streaming Media Challenges

•Handset capabilities

•Network constraints

•License holders

 

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Are Streaming Services Feasible?

• Operators need to work with content providers to drive handset requirements

•Business model should improve as services become commoditized

•Look at off-network alternatives

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