WITSA Awards Program

Nominations Response Form

AWARD CATEGORIES: 2. PRIVATE SECTOR ICT EXCELLENCE AWARD

YOUR NOMINEE(S) : PCCW Limited(See Appendix 1 - General Entry Information)

REASONS FOR NOMINATION: (please justify why you think your candidate is qualified):

APPLICATION : PCCW mobile infotainment platform

BACKGROUND

PCCW mobile is a wholly-owned operating division of PCCW Limited, Hong Kong's premier telecommunications provider and a world-class player in Information & Communications Technologies. As well as providing high-quality voice and data communications, PCCW mobile serves a broad spectrum of customers by offering media content and interactive services as one of PCCW's quadruple-play platforms. This enables subscribers to tailor their own lifestyles with a rich mix of innovative mobile services, such as real-time TV, streamed digital music, shared viewing of photos and video clips, remote monitoring, ticketing, push email and an integrated fixed/mobile office communications solution.

PCCW mobile addresses a broad spectrum of customers with appealing and relevant services and infotainment, such as mobile TV from "now on mobile" servicec including 13 live news and infotainment TV channels and the first handset delivery of high-definition quality live streaming from "now SPORTS " service featuring exclusive live Barclays Premier League coverage. PCCW mobile also makes available Hong Kong's largest digital music library to subscribers on-the-go, with no downloading necessary, via streaming technology from "MOOV on mobile" service. Our "snaap! on mobile" service provides the first photo-and-video-clip sharing experience via four delivery platforms PCCW eye fixed-line, broadband, mobile and now TV. At the same time, customers using laptops and notebooks while on the move are able to benefit from the unique NETVIGATOR Everywhere wireless broadband service, which detects and selects the best network connectivity available from Hong Kong's first HSDPA 7.2 Mbps capability, PCCW mobile's extensive 3G network and PCCW Wi-Fi's 3,000-plus wireless hotspots in high-traffic locations throughout Hong Kong.

Initiative & Competitiveness

i) Effectiveness and efficiency

Exclusive and relevant content from PCCW’s other quad-play platforms is delivered by PCCW mobile, demonstrating optimization of wireless mobility. Users can enjoy the same news, sports or music on TV, PC, a special fixed-line device or mobile phone effectively. Branded NETVIGATOR Everywhere, our integrated 3G/HSDPA/Wi-Fi capability provides mobile broadband for notebook users virtually anywhere in HK,

while snaap! provides a unique multimedia sharing service via TV, special fixed-line device, mobile handset or PC efficiently.

ii) Competitiveness

PCCW mobile’s “now on mobile” service is the world’s first service to utilize Cell Multimedia Broadcast technology for real-time TV broadcasting via a 3G network, allowing more concurrent users to access content. Similarly, “now SPORTS on mobile” service is the first in Hong Kong to deliver live Barclays Premier League match action to handsets in H.264 high definition, with users able to access football information and an online betting facility during live matches. Our in-house developed MOOV player requires just one click to skip songs, get lyrics or save songs to a personal playlist, and all music in pre-set playlists is refreshed every 15 minutes. Users can manage their own playlists via PC on broadband. snaap! is Hong Kong’s first and only multimedia sharing service that allows users to upload, then share photos and video clips instantly via PCCW’s four delivery platforms; while NETVIGATOR Everywhere is the first wireless broadband service in HK to integrate 3G, HSDPA and Wi-Fi technologies for notebook users.

iii) Cost Performance

Our first-in-market “all-in” monthly tariff enables customers to feast on a wide selection of mobile infotainment service for just one price. For one monthly tariff, our 3G users can

enjoy bundled multi-media contents via the “now on mobile”, “now SPORTS on mobile”,

“MOOV on mobile” and snaap! offerings, as well from PCCW Wi-Fi service. Our “all-in” pricing strategy is perceived as good value for money because selections of mobile infotainment are bundled into a single hassle-free tariff plan, so that users can enjoy an endless flow of multi-media contenta without worrying about expensive surprise charges.

iv) Societal Impact

Many Hong Kong people lead hectic lives and surveys reflect an increasing demand for mobile infotainment. PCCW mobile has responded by delivering up-to-date news, sports coverage, entertainment and information to customers on the move. They have been swift to embrace the easy-to-use “MOOV on mobile” service, according to a customer survey, which also found that “MOOV on mobile” has largely usurped the MP3 player. MOOV player has proved to be a trendsetter and has been emulated by other mobile operators. All contents provided are protected on service server side & it requires no downloading prevented content right infringement. Customers are also accessing the Internet by handset via PCCW Wi-Fi and mobile broadband services. Our “all-in” pricing strategy is perceived as good value for money because selections of mobile infotainment are bundled into a single hassle-free tariff plan, so that users can enjoy an endless flow of multimedia content without worrying about expensive surprise charges.

SUPPORTING INFORMATION: Please send any supporting information to the address above, including information from candidate (i.e. excerpt from program description, web site print-out, press release, etc.

“ now SPORTS on mobile ” service http://www.pccwmobile.com/portal/common/multi_section.jsp?fldr_id=8268

“MOOV on mobile” service http://www.pccwmobile.com/portal/common/plaintext.jsp?fldr_id=7792

“now on mobile” service http://www.pccwmobile.com/portal/common/multi_section.jsp?fldr_id=6211

“snaap! on mobile” service http://www.pccwmobile.com/portal/common/plaintext.jsp?fldr_id=8109

PCCW Wi-Fi

http://www.pccwwifi.com/eng/index.htm?ds=1&sr=undefined

Innovation and Creativity

PCCW is the only telecommunications operator in HK to empower the market with a quadruple-play capability that maximizes synergies between fixed-line, broadband, TV and mobile services. This enables PCCW mobile to provide exclusive enjoyment for customers. This mobile infotainment platform features:

PCCW mobile “now on mobile” servicePCCW mobile provided the world’s first real-time TV broadcast service via a 3G network using Cell Multimedia Broadcast (CMB) technology, which allows simultaneous access for many more users than other current 3G technologies, with minimal impact on network loading. PCCW mobile’s “now on mobile” service also brings the antics of the 4 lovely pandas to the customers’ handsets via the exclusive Panda Channel. Customers can see the pandas on their mobile any time they like.

PCCW mobile “MOOV on mobile” servicePCCW mobile’s “MOOV on mobile” makes Hong Kong’s largest and most comprehensive music library exclusively available to handsets. Customers are able to enjoy music in a way that sets this service apart from other mobile phone audio offerings. With no downloading necessary, customers can choose from more than 100,000 local and international songs and music videos via streaming technology with just three clicks. Subscribers can also enjoy pre-release songs from top pop singers, thanks to an exclusive live MOOV performance made available via handset. Together with the first-in-Hong Kong playlist customization function, customers can save their favorite songs in the playlist via our MOOV PC platform which will synchronize with the playlist stored in their handset.

PCCW mobile “now SPORTS on mobile” servicePCCW mobile is the first operator in Hong Kong to deliver full live football match coverage to handsets. Customers can watch live action from the likes of the Barclays Premier League, Italian Serie A and other world-class sports, such as badminton, tennis and volleyball. All this top-notch action is supplied by PCCW’s now TV, which boasts Hong Kong’s strongest official football coverage lineup via now SPORTS channels. Using selected handset models, customers can view high-definition H.264 streamed sports content – including live Barclays Premier League action – via a Symbian client over PCCW mobile’s 3G mobile network and PCCW Wi-Fi hotspots.

snaap!PCCW mobile provides snaap! – Hong Kong’s only cross-platform, multimedia sharing service that enables customers to upload photos and video clips from a mobile phone or PC. Subscribers can share pictures and videos with friends and family via PCCW’s eye fixed-line, broadband Internet, mobile and pay-TV services.

PCCW Wi-Fi & NETVIGATOR EverywherePCCW mobile offers a wide variety of special hybrid handset models so that customers can enjoy high speed and stable Internet browsing at more than 3,000 PCCW Wi-Fi hotspots across town. Together with the newest NETVIGATOR Everywhere service, customers are able to enjoy PCCW’s unique applications and content everywhere. NETVIGATOR Everywhere is a unique integration of different wireless platform which deploys state-of-art technologies to enable automatic selection of the best network available and provides roaming among high speed Wi-Fi, 7.2Mbps HSDPA and ubiquitous 3G capabilities.

Functionality and Design

PCCW mobile’s infotainment service platform is made available via a mobile WAP portal, where customers can access services with just a few clicks on the handset.

PCCW mobile “now on mobile” serviceThis user-friendly service can be accessed with just one click on a mobile handset. If customers want to switch to another channel, they simply press and hold the same key for a second before a menu is displayed offering channel selection. Subscribers can enjoy 13 now TV channels, which include now Business New Channel, 24-Hour ATV News Channel, CNN International, CNBC Channel, mobileESPN and TVB Entertainment News.

PCCW mobile “MOOV on mobile” serviceWith no downloading necessary, customers can enjoy more than 100,000 local and international hot hits, golden oldies, classical pieces and music videos from the “MOOV on mobile” service via streaming technology. Subscribers can also use a PC to compile personalized playlists online, then enjoy them on a mobile phone. The service also provides eight preset playlists for 3G handsets, with song compilations in each playlist being refreshed every 15 minutes.

PCCW mobile “now SPORTS on mobile” servicePCCW mobile offers Hong Kong’s strongest mobile “one-stop” football coverage lineup. Customers can view live sports events that include live Barclays Premier League football matches and news and info from the Football Info Package. Users can also place bets anytime, anywhere via the Mobile Betting service. Riding on the increasing trend of high-definition TV, the innovative “HD on mobile” now SPORTS client means PCCW mobile customers can enjoy seamless high-quality viewing of live football and other sports event while on the move via our 3G network and PCCW Wi-Fi hotspots. With the “HD on mobile” player, customers can switch channels to watch other live Barclays Premier League action and select their preferred anchor’s language. This service also supports real-time text streaming for delivery of live scores and odds info, as well as team lineups and head-to-head information, even place bets via Mobile Online Better service while watching live Barclays Premier League action.

snaap!The innovative snaap! service demonstrates the power of PCCW’s quadruple-play capability, by which media content and services are delivered via fixed-line, broadband, TV and mobility platforms. The snaap! uploader utilizes mobile Symbian software advantages to enable customers to upload images without file-size limitation. Content can be shared instantly on TV, fixed-line, broadband and mobility platforms.

PCCW Wi-Fi & NETVIGATOR EverywherePCCW Wi-Fi service provides stable and high-speed outdoor wireless broadband connection at more than 3,000 hotspots throughout Hong Kong, where PCCW mobile customers are able to enjoy fast multimedia entertainment via their handsets. The extensive wireless footprint covers a large number of convenience stores, food & beverage chains, coffee shops, high traffic shopping malls, about 1,000 outdoor telephone kiosks, Airport Express stations, and some major MTR stations. PCCW mobile customers reap the same Internet browsing benefits as a PC user, with efficiency and a cost-saving option.

Together with NETVIGATOR Everywhere service, customers are able to enjoy PCCW’s unique applications and content everywhere. NETVIGATOR Everywhere is a unique integration of different wireless platform which deploys state-of-art technologies to enable automatic selection of the best network available and provides roaming among high speed Wi-Fi, 7.2Mbps HSDPA and ubiquitous 3G capabilities.

Market Performance & Competitiveness

Mobile service plans in the Hong Kong market are generally complicated and confusing, with users typically billed for a variety of additional items, such as transmission and multimedia content. PCCW mobile is the FIRST in HK to introduce an all-in pricing offer that bundles most services into a single tariff plan. The “now on mobile”, “MOOV on mobile”, “now SPORTS on mobile”, snaap! and PCCW Wi-Fi services are made available to customers who agree to commit to a contractual mobile service plan costing HK$138 per month or more. This hassle-free and transparent pricing strategy has generated impressive sales for PCCW mobile. More than 90% of new customers have opted for at least one of the infotainment services. This all-in pricing concept was also instrumental in boosting PCCW mobile’s 3G activation rate by 170% during the first month of the bundle offer being made available.

PCCW awarded from various reputable local & international competitions in 2007 which include:

“PCCW mobile infotainment platform”Hong Kong ICT Awards 2007 Award of the Year The Best Ubiquitous Networking Grand Award The Best Ubiquitous Networking Gold Award – Mobile Infotainment Application The Best Ubiquitous Networking Outstanding 3G Solution

“PCCW mobile MOOV on mobile service”GSMA’s Asia Mobile Awards 2007 – The Best Mobile Music Service

“PCCW mobile”Touch Brand 2007, by East Touch Magazine

“PCCW mobile”PC Weekly Brand Award 2007 - The Brand for Mobile Network Service

“PCCW mobile MOOV on mobile TVC”The 13th Annual Most Popular TV Commercial Awards - Best TVC among Youths, by ATV

“PCCW mobile MOOV on mobile print ad”Metro Global Creative Awards 07 – Hong Kong Top 10 Most Creative Ad