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SK Telecom's ARPU Trend

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SK Telecom's ARPU Trend NewNew 3G3G ServicesServices StrategyStrategy TowardToward GrowthGrowth MayMay 24,24, 20062006 3G CDMA Latin America Regional Conference 0 TableTable ofof ContentsContents WirelessWireless IndustryIndustry inin KoreaKorea StrategyStrategy towardtoward GrowthGrowth What’sWhat’s Next?Next? 1 KoreanKorean WirelessWireless MarketMarket SK Telecom Remains the Undisputed Leader Market Share by Subscribers Revenue (US$mn) (‘000s, %) B Co 17.0% 10,161 6,510 5,008 SKT 19,530 50.9% 2,675 12,302 A Co 32.1% SKT A Co B Co Marketing Expense to Sales EBITDA (Margin) (%) (US$mn) % of 4,288 17.2% 19.1% 21.8% Revenue (42.2%) 1,945 719 (38.8%) (26.9%) SKT A Co B Co SKT A Co B Co As of 2005 End 2 Source: MIC, Earnings release WirelessWireless DataData ServiceService SKT has higher data revenue portion than most global peers. It also leads data service in Korean market including EV-DO service Global Leadership in Data Services Comparison to Domestic Peers 15% 8% 26% 26.7% 25.1% 24.8% 92% 74% 85% SKT A Co B Co Peer Avg.: 16.1% Voice Revenue Data Revenue 12.2% Source: 2Q ’05 earnings release for the companies, respectively 8.4% 8.3% EVDO Subscribers A Co 34% SKT Verizon Sprint Telefonica Vodafone Docomo SKTSKT 66%66% Source: Global Mobile, As of 3Q ’05 Source: 2Q ’05 earnings release for the companies, respectively 3 MaturingMaturing Korean Korean WirelessWireless MarketMarket Limited Potential for Growth in the Conventional Voice Market Korean Wireless Market Trend SK Telecom’s Revenue Growth (‘000s, %) (US$mn) 10,161 10,500 9,520 9,704 8,634 79.1% 38.7% 75.9% 6,227 70.1% 67.9% 38,342 36,586 61.2% 10.3% 33,592 32,342 1.9% 4.7% 3.3% 29,047 2001 2002 20032004 2005 2006E Revenue Annual Growth SK Telecom’s ARPU Trend (US$) 44.5 44.2 43.9 43.5 2001 2002 2003 2004 2005 Subscribers Penetration Source: MIC, NSO 2002 2003 2004 2005 4 StrategyStrategy towardtoward GrowthGrowth SKSK Telecom’s Telecom’s GrowthGrowth StrategyStrategy Domestic Business Complemented by New Business to Enhance Growth Data Business Convergence DomesticDomestic GXG MNOMNO BusinessBusiness Satellite DMB Cyworld Melon Telematics Global Business NewNew BusinessBusiness Digital Home US & Vietnam Reinforce Domestic MNO Business through Introduction of New Services under a Convergence Environment and Enhance Global Business Initiatives to Create New Business Opportunities 6 StrengtheningStrengthening DataData BusinessBusiness Data Business to Fuel Top-line Growth SK Telecom’s Major Brands for Its Wireless Data Services Online & Mobile Integrated Services Music Portal Cinema Portal Game Portal Telematics Financial Services Service 3G Multimedia Security Service Messaging Mobile Blogging Smart UI Service Service Service Color Mail SK Telecom’s Terminal Platform 7 LeadingLeading DataData ServicesServices MelOn is Korea’s Number One Paid Music Site in Terms of Revenue and Subscriber Base PC Mobile Phone MP3 Player World 1st Convergent Music Portal Innovative Business Model Performance Update (’05) Monthly flat rate for unlimited 4.2M members with 600K Over-the-air music download service paying subscribers Real-time music listening Partnership with Intel to Revenue of US$45 million Music playable on mobile integrate with Intel’s Digital 2006 Target: 8 mn members, handset, PC and MP3 player Home Platform “Vive,” 900K paying subscribers and enabling access from TV revenue of ~US$70 million 8 LeadingLeading DataData ServicesServices “Cyworld” is a popular wired & wireless community & blog service which became the trademark of ubiquitous and convergence service among Korean youths 메뉴 Mobile Cyworld Access Mini Homepage http://www.cyworld.com & Mini Homepage Main page with mobile phone Web-based Community & Evolution to Convergence by Performance Update (’05) Personal Blog Service Mobile Integration Decoration of Mini Homepage Access to the same online 1.2M cumulative mobile with photos, music and avatar service thru mobile phones Cyworld users Revenue of US$50 million Successful item sales model Ubiquitous features such as 2006 Target: 1.9mn cumulative Easy to navigate friends’ Mini updating Mini Homepage anytime anywhere mobile Cyworld users and Homepages revenue of US$55 million 9 LeadingLeading DataData ServicesServices SKT’s premium game service portal, GXG, allows game manias to experience the extreme in mobile 3D games through various GXG- enabled mobile handsets GXG Game Phone Models 3D game portal site launched in April 2005 Expect increased use in line with Popular PC, arcade & console aggressive expansion of HSDPA in 2006 games enjoyed any time, any where via mobile phone! 10 Convergence/UbiquitousConvergence/Ubiquitous BusinessesBusinesses Satellite DMB & Other New Businesses to Provide Platform for Growth 11 MobileMobile ConvergenceConvergence ServiceService Satellite DMB to Provide Platform for Growth Satellite DMB 2005 Performance Service Feature Overview Commercialized in May 2005 to Price Plan strengthen top line growth via rental, Subscription US$20 Monthly US$13 monthly and activation fees Fee Fee 2005 Operating Performance Channel Lineup ► Subscriber: 400,000 Subscribers Movie, Music, Drama, Video 11ch Sports, Game, News, ► Revenue: US$21.5 million Education, Business, Etc. 2006 Subscriber Target: 1.2 million Music, News, Education Audio 26ch (Non-stop Music, DJ Music, Subscribers Variety, Etc.) Satellite DMB has many advantages as; 25 Terminal Line-up by the End of 2005 ► It provides more extensive contents ► Numerous handsets facilitate Satellite DMB ► Provides a wider geographical coverage 12 MobileMobile ConvergenceConvergence ServiceService Financial Services Take out the chip from the credit card Insert the chip into the back of “Multi-purpose Card” handset It is ready to use now • Credit card, e-cash, bus & subway card Multi- • Membership: TTL, OK Cashbag™, etc. feature • Future: ID, medical insurance card, In partnership with banking, etc. Credit Cards E-cash Mileage • 0.9% of every credit card transaction -Visa Cash Point amount is put into mileage -LG All-channel - Samsung • Off-line, online, mobile payment Payment -Korea Exchange Bank - Koram Bank -HanaBank 13 MobileMobile ConvergenceConvergence ServiceService Telematics - NATE Drive Personalized Navigation Service • Finds shortest route based on real time traffic information - traffic jam, emergency • Voice-activated navigation • Launched in Mar 2002 - 300,000 subscribers (June 2005) • Launched telematics service in Jeju island (Dec 2004) 14 DataData BusinessBusiness PerformancePerformance Revenue from Wireless Data Services Showing Robust Growth Wireless Data Revenue* (US$mn) Wireless Data Revenue as % of Cellular Revenue 27.7% 27.6% 26.0% 25.0% 23.9% 661.5 653.0 597.0 547.7 544.2 '04 4Q '05 1Q '05 2Q '05 3Q '05 4Q * Excluding revenues from connection fees 15 DataData BusinessBusiness PerformancePerformance SKT’s Data Service Revenue Comes Mostly from Rich Contents 100% 14% 10% Data ARPU Portion* Sub-total: 86% 8% 8% 10% 4% 28% 18% 8% 5% 3% 9% 90% 31% 72% 82% SKT KTF LGT y Voice Revenue Data Revenue it g ic e o S lt re n in rs s m e u u u g e SMS u a id B d t a h L A ic m s t * As of 2005 4Q M G V P m s O o e C M Data ARPU by Handset Type (Million Subs) 18.8 19.5 18.3 EV-DO 50 (US$) 19.5% 34.5% 41.6% 18 36% of Total ARPU 59.3% 56.2% 53.4% 1X 35 8 22.3% of Total ARPU 21.2% 9.3% 5.0% 1xEV-DO / June 1X (4Q 05) 2003 2004 2005 IS-95A Total ARPU Data ARPU 16 GlobalGlobal BusinessBusiness Building Global Value Network for Economies of Scale and Cross Benchmarking Platform Licensing Network Consulting Portal ► Israel (Pelephone) ► Telstra in Australia ► UNISK and Viatech in China ► Taiwan (APBW) ► China Unicom - UNISK: JV with China Unicom ► Thailand (TA Orange) ► KDDI and NEC’s Operation - Viatech: Community Portal ► Singapore (SingTel, M1) Partner ► Indonesia (TelkomSel) ► Philippine (SMART) Mongolia Israel China Japan USA Vietnam Taiwan Philippines Thailand Singapore MNO Indonesia ► S Telecom in Vietnam - Committed to build nation- wide coverage Australia ► SkyTel in Mongolia MVNO ► HELIO in US 17 GlobalGlobal BusinessBusiness Closer Look at Helio JV in the US Tech-Savvy Youth & Young Adults Target Customer (Fun& Entertainment Seekers/Prosumer /Affluent) Korean American Community Nationwide services leveraging the nationwide network coverage of Target Coverage host wireless carriers Entertainment data services (VoD, M0D, Game, Etc.) leveraging its Killer Contents proximity to Hollywood and Silicon Valley Distribution Building sales channel strategy aligned with new brand Channel Partnering with leading youth portals to maximize online sales Building the company’s own wireless Internet platform, billing & Infrastructure customer care system, etc. led by SK Telecom 18 19 20 What’sWhat’s NextNext ?? SuccessSuccess FactorsFactors Broadband Network • optimal portfolio of broadband Integrated Service NetworkNetwork networks suitable for each service characteristics • convergence services driven from customer’s needs Service Convergent Terminal TerminalTerminal • Hybrid functionalities • Highly flexible to new services 22 IntegratedIntegrated ServiceService Each industry’s characteristics, such as communication’s interactivity, internet’s content and community, are integrated to create new services NATE Drive SatelliteSatellite TelematicsTelematics Interactivity DMBDMB MobileMobile InternetInternet WirelineWireline WirelineWireline InternetInternet Content Community InternetInternet • Melon(music) • Cizle(movie) • ddangkong(game) • Cyworld(homepage) • Nate on(messaging) 23 NetworkNetwork PortfolioPortfolio Growth from
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