Huawei and AIS raise the bar on buyer-vendor relationship with

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Huawei and AIS raise the bar on buyer-vendor relationship with Powered By Docstoc
					                                             Huawei and AIS raise the bar on
                                             buyer-vendor relationship with proven
                                             cooperation strategy
At a time of increasing competition in the                   become unstable the closer we get to reaching the          Team) and TDT (Technology Development Team).
telecommunications space, Chinese vendors would              subscriber capacity”.                                      While different PDTs cover different product areas,
have a hard time winning over European vendors                                                                          they are all integrated into a quick response platform
in clinching significant telco deals. Yet Huawei,            Although AIS had been working with several                 for key customers. There is a dedicated team in PDT
China’s leading telecom gearmaker, won the nod of            European vendors on some switch deployment, it             for each key customer. It guarantees quick
Thailand’s leading mobile telecom operator, Advance          eventually chose Huawei's TELLIN to supply its new         customization by closely coordinating with the
Info Service Public Company Limited (AIS), in its            IN configuration. It was an unpopular choice, but          customers. On the other hand, TDT develops
recent deployment of an Intelligent Network (IN)             AIS’s objectives were clear for Mr. Wichian. "System       common components and platforms for PDT. It
for its pre-paid mobile service.                             capacity and reliability were not only our main            focuses on reliability, capacity and reusability. Every
                                                             consideration, the timing of the deployment was            upgrade is geared toward creating new capabilities.
Besides offering good quality products at competitive        also important as we were already operating, and           TDT perform upgrades for high quality and cost
pricing, Huawei clinched the long-term IN contract           we needed a system to go live in three months              effective PDT platforms. Because of its ongoing R&D
with its unique cooperation strategy aimed at helping        time”.                                                     effort, Huawei managed to provide three to five
service providers generate more revenue and lower                                                                       new features/services to AIS every month.
CAPEX while reducing OPEX.                                   The first phase of Huawei’s IN system deployment
                                                             was completed in 60 days and service cut over the          Huawei guarantees product quality by implementing
AIS prepaid boom                                             previous system was done one month later. Since            a set of quality assurance and management systems.
As a leader in the mobile telecommunications market          2000, the system has been progressively upgraded           In 2000, Huawei imported the IPD (Integrated
in Thailand, AIS constantly reviews and regulates its        until the completion of Phase 7 in June 2003, which        Product Development) flow from IBM and applied
marketing strategy to keep up with customers'                boosted the system’s capacity to 12 million subscribers.   it to all TDT platform products. IPD divides a product
demands as well as the advancements in mobile                                                                           development process into various phases, including
technology.                                                  As of Dec. 2003, the AIS ‘s prepaid business, 1-2-         requirement analysis, charter, concept phase, plan
                                                                                                                        phase, develop phase, verification phase, beta phase
                                                                                                                        and product release. Multiple checkpoints are set
"Our relationship with Huawei is moving from a buyer-seller model                                                       up in each phase to assure quality output.
to a partnership. We are keen to implement this deployment model as
                                                                                                                        Subsequently, an IPD service flow is also applied to
we explore future service development endeavors,"-- Mr. Wichian                                                         PDT products. It ensures the fast service development
                                                                                                                        capability and high product quality at the same time.
For example, it has appointed Future Lab Team to             Call!, signed up an additional 11.1 million subscribers
conduct a research on service expansion to meet              to 2.7 million in just 23 months. The AIS prepaid          Using an IPD flow enables AIS to perform thorough
the demands of different customer segments and               customer base also dwarfs the postpaid customer            requirement analysis, concept phase, plan phase,
provide greater comfort and convenience to its users.        base of around 2 million.                                  beta phase. They can express requirement more
AIS was looking for a wireless service enhancement                                                                      clearly and discuss solution closely with Huawei R&D
that doesn’t just meet the customers’ demand, but            Huawei’s Secret of Success                                 team. These highly involved and efficient process
also generates incremental revenue in the long run.          The reliability of Huawei’s TELLIN IN solution was         flow enables both companies to perform efficient
                                                             proven over the past three years of solid cooperation      customization for key customers.
AIS’s responsiveness to market demand was proven             between Huawei and AIS. Mr. Wichian attributes
with the launching of mobileLIFE, a WAP-based                this to Huawei’s delivery of good quality solutions        Moving beyond buyer-seller model
mobile Internet portal. Carrying over 60 different           and competitive pricing, which surpass its European        The cooperation between Huawei and AIS is ongoing.
types of services today, mobileLIFE fulfills the varying     counterparts.                                               AIS is currently looking to migrate all its 2 million
needs of a widest variety of users. One press on the                                                                    post paid customers to the IN network offering them
mobile phone keys and customers can enter world              Long-term and fast customization service is also key       the same features as the prepaid community along
of boundless possibilities from building business            to Huawei’s attractiveness as an IN solutions vendor.      with a range of payment methods.
contacts to quickly fulfilling personal arrangements         “HUAWEI is willing to improve everything according
using the mobileLIFE portal.                                 to customer’s requirements and is able to respond          Through Huawei’s help, AIS pioneered the
                                                             to new requirements very quickly,” says Mr. Chaiwat        commercial launching in Thailand of a new killer
With all these efforts, AIS is more ready than ever          Suttenon, Network Planning Manager of AIS. “For            app - color ring back tone service. The service has
before to offer subscribers with unrivalled                  example, even during peak traffic, Huawei can still        already drawn over 2 million subscribers by the end
convenience and flexibility, anytime and anywhere.           ensure a high performance network and whenever             of April this year. Incidentally, the two companies
                                                             there are bugs in the system, they are fixed quickly       are looking for opportunities to further cooperate
In 2000, AIS decided to take its mobile services to          by staff from local MA center.”                            in the CRM) and MDS arena.
the next level by deploying an Intelligent Network
(IN) service, initially small scale, using a single server   These success factors complement Huawei’s unique           Mr. Wichian sees AIS’s relationship with Huawei
solution. “The systems capacity was limited to 20,000        cooperation strategy.                                      evolving. "Our relationship with Huawei is moving
subscribers at that time," says Wichian Mektrakarn,                                                                     from a buyer-seller model to a partnership. We are
Executive Vice President for Network Operations,             To ensure a quick response to AIS’s growing services       keen to implement this deployment model as we
AIS. “We wanted a larger capacity network to                 requirements; Huawei created an R&D platform               explore future service development endeavors," he
accommodate more subscribers as the server system            divided into two levels, PDT (Product Development          concludes.
Color Ring-Back Tone Service
Ringing in New Revenue Opportunities for Operators

Mobile phone users used to customize their phones
to suit their personality by colors, ring tones, logos,
screensavers and special animations. A new
opportunity in personalization has recently emerged
for operators –Color Ring-Back Tone (CBRT) service.
It has become part of phone personalization. It is
important to understand the larger context as
ring-back tone services is part of a migration of
mobile services.

Now, even the ring-back tone can be made personal
with music, sound clips or voices. Instead of hearing
a familiar ring tone when calling someone, a particular
tune, sound, voice clip or message is heard. This
feature can also be customized for different callers,
giving the service a real personal touch.

Mobile operators can take advantage of this
innovative technology to attract new customers,
minimize churn, increase ARPU and increase
market share.

Telecom analyst firm Ovum foresees the new Color           country's leading telecom operator, AIS, which serves
Ring-back tone service to be a $352 million industry       over 6 million subscribers.
by the end of 2005.
                                                           Rapid CRBT solutions deployment is made possible
In the Asia-Pacific region, CRBT technology is fast        by Huawei's unique signaling interception architecture
gaining ground, especially in mature wireless markets      that uses a standalone SI platform for quick service
such as South Korea, where the service attracted           deployment. Aside from helping operators realize
over 6 million subscribers nine months since its           high level of service availability, scalability and with
launch in April 2002. Mobile operators grappling           minimum operating costs, Huawei's CRBT solution
for ways to generate new revenues may consider             supports VCXML standard, which makes possible
pioneering a CRBT service in their respective              the deployment of the service with other mobile
countries. With an attractive pricing model, users         applications such as voice SMS, chat room, voice
are likely to take on this service which could, in turn,   Internet and VAD.
enhance usage of WAP, Mobile Internet, SMS and
even voice services.                                       Smooth Evolution
                                                           Telecom operators worldwide are moving toward
Huawei's CRBT solution                                     next-generation networks characterized by standard
Huawei, China's leading telecommunications                 protocols and open architecture, which allow for
equipment maker, is offering a CRBT solution that          the integration of services from various types of
meets the service generation requirements of               networks, services and service partners. Huawei's
operators worldwide, promising speed of deployment,        CRBT solution is designed to support mobile operators
scalability and flexibility in systems upgrade with no     as they transition from legacy to next generation
major modifications in existing network. Up to May         network.
2004, Huawei RBT system has been applied for
GSM, CDMA and Wireline network with the total              "The migration must be smooth and cost effective
capacity of over 10 million subscribers.                   because businesses cannot afford disruption to
                                                           network operation or marketing plans. Scalability
With over 1,800 R&D staff, Huawei is committed             and upgrade potential will allow operators to migrate
to develop products and solutions suited to the            as demand and networks grow," Huawei said in
demands of the telecommunication markets around            a statement.
the world. Its key advantage is the ability to rapidly
deploy solution enabling operators to quickly rollout      To meet the future demand for more sophisticated
new services. Its standing record to date is               and personalized mobile services, Huawei's CRBT
deployment of the CRBT services to half-a-million          will support customized multimedia ring-back tones
subscribers in 60 days.                                    and the provisioning of diversified video information
                                                           during a call. These features can further enhance
Huawei was behind the deployment of Thailand's             the stickiness of mobile service offerings and
largest CRBT service network operated by the               guarantees revenue for operators.

Huawei Technologies Co., Ltd                       Huawei Asia Pacific
Tel: +86-755-2878 0808                             Tel: +603-2055-0808
Fax: +86-755-2878 7125                             Fax: +603-2055-0818
Email:                      Email:                                                                                                        partner for a networked world

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