Page 17 - Sphere No.9 (Sep 2003)

R IDING ON THE SUPERIOR
bandwidth offered by 3G technolo-
gy, 3 is enlarging its a range of cutting-
edge applications for businesses.
3 Sweden, for example, is working
with Accenture to provide mobile data
services that enable customers to
access the Internet through their lap-
tops using their 3G-handset as a
modem. They will also be able to stay
connected to their work e-mail while on
the move.
Similar services will be available in
other 3 markets. UK customers will be
able to log on to their
company network,
allowing them to
receive and send
business e-mail,
voicemail and fax-
mail at high speed
and to access
sales and ser-
vice informa-
tion that is
integrated
with exist-
ing back
end sys-
tems.
In Italy,
3 for
Business was launched on June 3, provid-
ing mobile connections to Intranet net-
works at speeds of about 400Kb, along
with a customised home base and spe-
cial tariff options to business cus-
tomers. 3 Italy is also offering the
3 aWebcam service, allowing customers
to make and receive videocalls with
webcam-equipped PCs connected to
the Internet.
Already, customers can enjoy conve-
nient e-banking, such as that offered to
Swedish customers through an alliance
with SEB, which makes it possible to
actively manage personal financial data
through a 3 handset.
In Australia, a much-anticipated 3 for
Business offer will be introduced in the
coming months, providing tailored pack-
ages for businesses. 3 Australia has also
entered into a deal with Fairfax - pub-
lisher of the Australian Financial Review -
and Channel 10, which allows 3 cus-
tomers to view the day's financial news
MarketWrap through their handset a full
four hours before the programme is
screened on the 10pm late news.
Naturally, many content offerings are
country-specific, but 3 has been quick to
deploy useful applications in its other
markets, effectively leveraging on its
global footprint.
Just the business
S PHERE
15
that reflects H3G’s strategy to continue
working with handset manufacturers
to bring exciting new models to all
its markets.
Attractive and simple pricing is appar-
ent throughout 3’s areas of operation. 3
Australia surprised industry rivals and
analysts alike when it revealed a highly
competitive tariff plan that included usage
caps and incentives that gave customers
greater value than that provided by estab-
lished fixed line and mobile phone-data
service providers.
Recent promotions have centred on
the very popular “2 for the price of 1” deal,
which has further stimulated demand.
In Austria and Sweden, analysts
described the pricing as “aggressive,” with
service bundles starting at E19 in Austria
and SEK349 (approximately US$45) per
month in Sweden.
“Our attractive bundle of services
encourages customers to use new mobile
services and video telephony more and
more,” said Chris Bannister, CEO of the
Swedish arm. “This attracts lots of
attention both from the media and in
the streets.”
3 Austria meanwhile has offered
voice telephony costing almost 35%
below the cheapest 2G provider. “We
want to ease our customers into the new
world of mobile multimedia by offering
common voice telephony at cost,” said
CEO Berthold Thoma.
FUTURE CALLS
On the global front,HutchisonWhampoa
and NTT DoCoMo announced their
agreement to cooperate. Under the
agreement, the two pioneers will share
information on handset development,
radio network architecture and develop-
ment of global 3G standards, as well as
explore potential areas of cooperation in
applications development, international
3G roaming, and corporate sales and sys-
tems solutions.
Meanwhile, 3 has continued to build
out the networks worldwide, increasing its
coverage on an almost daily basis. In Hong
Kong, 3 has already completed the city’s
first 3G network, with NEC and Siemens
as joint suppliers of the radio access net-
work, and Nokia as the core network
provider. Earlier, 3 Denmark appointed
Ericsson to supply its infrastructure, and
signed upTDC as the 2G roaming partner.
Simultaneously, 3 has established
a strong retail presence with several thou-
sand affiliated outlets worldwide.
“We have spent over two years devel-
oping and testing the technology,” said
Vincenzo Novari, CEO of H3G Italy.
“Now it’s here, it works and we’ve been
selling it for five months. The feedback
from our customers has been fantastic.
They love making video calls and down-
loading football clips.The aim now is for
us to accelerate 3’s transition from a tech-
nology start-up to a completely cus-
tomer-focused business.”
I N A HARD-TO-BEAT OFFER TO
British football fans, those signing up
for the 3 services before September
30 gain free access to the first three
months of the Premiership season.
3 Italy meanwhile has signed exclusive
partnership deals with the top 11 teams in the
Italian league, covering over 80% of the coun-
try’s fan base. The VideoSquadra subscription
allows fans to enjoy the most important and
exciting moments “with” their team. Until the
end of August, an annual VideoSquadra sub-
scription was offered to new 3 customers at
50% off the regular price.
Swedish supporters are not only able to
see their national football squad in action, but
their favourite ice-hockey teams as well.
Golfing enthusiasts in the UK were able to
keep tabs on this year’s Open Championship
held at Royal St Georges. Two-minute video
clips of highlights were delivered twice daily
with scores updated every five minutes.
Customers could also watch previews, inter-
views and classic “Golden Moments.”
As part of a sponsorship agreement with
Cricket Australia, 3 customers can use their
handsets to watch key moments of test and
international one-day matches played in
Australia. 3 Australia has also established an
arrangement with Melbourne-based Essendon
Football Club (Australian rules), further
strengthening the brand.
The Sporting Life
3G