X-Series UK - Case Study

1. Overview

2. Background

3. X-Series - UK Market Case Study

• 3.1 Product Design
• 3.2 Service Description
• 3.3 User Experience with X-Series Applications
  • 3.3.1 eBay (Silver)
  • 3.3.2 Mobilcast (Silver)
  • 3.3.3 Mobile Mail (Silver)
  • 3.3.4 Skype (Silver)
  • 3.3.5 Windows Live Messenger (MSN Messenger) (Sliver)
  • 3.3.6 Orb (Gold)
  • 3.3.7 SlingPlayer (Gold)
• 3.4 Pricing
  • 3.4.1 Value Positioning
  • 3.4.2 Cannibalisation Risk VS. Market Development Reward
• 3.5 Marketing & Promotion
• 3.6 Distribution
• 3.7 Market Development Assessment
• 3.8 Service Impact Assessment
  • 3.8.1 Impact to Date
  • 3.8.2 Potential Impact

4. X-Series in Other Markets

• 4.1 Package Differentiation between Markets
  • 4.1.1 Individual Service Options
  • 4.1.2 Handset Compatibility
  • 4.1.3 Contrasting Approaches to Service Delivery
  • 4.1.4 Contract Periods
  • 4.1.5 Gold Package Differentiation

5. Conclusions

6. Recommendations

• Figure 1: 3' sMobile Mail (shown on Sony Ericsson UIQ)
• Figure 2: ' Mobilcast' Application (shown on Sony Ericsson UIQ)
• Figure 3: Skype lshown on Nokia S60)
• Figure 4: ' Window Live Messenger' (shownonSony Ericsson UIQ)
• Figure 5: eBay Mobile (shown on Nokia S60)
• Figure 6: Orb (shown on Nokia S60)
• Figure 7: SlingPlayer Mobile (shown on Nokia S60)
• Figure 8: eBay Mobile: In Action (shown on Nokia S60)
• Figure 9: Mobilcast: In Action (shown on Sony Ericsson UIQ)
• Figure 10: Mobile Mail: Set Up
• Figure 11: Mobile Mail: In Action (shown on Sony Ericsson W950i)
• Figure 12: Skype: In Action (shown on Nokia S60)
• Figure 13: Windows Live Messenger: In Action (shown on Sony Ericsson UIQ)
• Figure 14: Orb: In Action (shown on Nokia S60)
• Figure 15: SlingPlayer Mobile: In Action (shown on Nokia)
• Figure 16: Price Positioning & Cannibalisation Potential
• Figure 17: X-Series Packages Sweden & UK
• Figure 18: 3 Hong Kong X-Series Package Offering
• Figure 19: 3 Australia X-Series Package Offering
• Figure 20: 3 Austria X-Series Package Offering
• Figure 21: 3 Australia Highlights X-Series Compatibility
• Figure 22: The Slingbox
• Figure 23: X-Series Service Package UK
• Figure 24: X-Series Service Package Sweden
• Figure 25: X-Series Service Package Denmark
• Figure 26: X-Series Service Package Austria
• Figure 27: X-Series Service Package Italy
• Figure 28: X-Series Service Package Australia
• Figure 29: X-Series Service Package Hong Kong