8

28 Contents News 4 TeliaSonera News 14 Kcell News 34 10 Facts about Kcell (Kcell in Figures)

22 Person 6 Lars Nyberg: 18 Brands under One Brand Identity

Interview 18 Nurlan Sargaskayev: Our Subscribers are to Benefit!

Photo report 10 TeliaSonera Changes its Brand Symbol 22 Travel to Venice

16 Digest

Service 20 SMS mailing: Short and Straightforward

Product 26 Telephone for Business

28 Thought s aloud

Time Machine 30 To Entertain, to Involve, and to Make You Smile 6 Business 32 Marketing On Social Networks: The Client Runs The Show

Market 36 Mobile Phone Subjective Review, Part 4 4 5 News

Data roaming charge excluding the improved profitability in Spain, have more than one million TV subscriptions governance in Turkcell. Therefore, we decided the EBITDA margin, excluding non-recurring throughout our Nordic and Baltic markets. The to take legal action against the Chairman of the lowered in Nordic and Baltic countries items, increased by almost one percentage appetite for higher bandwidth to support HD-TV, Board, as he has denied us our legal rights as point compared to the corresponding quarter online gaming and on-demand services is virtu- a minority shareholder. Further, I am also quite TeliaSonera decreases roaming charges for mobile last year. ally unlimited, and we recently announced that we convinced that we will come to some solution Internet users in Nordic and Baltic countries Some of the Nordic mobile markets with regards to the complicated ownership situa- showed lower growth compared to previous tion in Turkcell during this year. “It is important to give our customers “This is a great example of how quarters as a result of regulatory effects, less TeliaSonera’s financial position remains freedom to use their mobile phone and TeliaSonera further strengthens the link handset sales and somewhat lower service strong, and we were pleased that we could return laptop abroad since we know it’s essential between our local operators within the revenues. In the Baltic countries, we are still additional SEK 10 billion to our shareholders that they can keep in touch with colleagues, company. This price reduction is made awaiting a recovery. In Spain, Yoigo continues in April through a public offering. We continue clients, friends and family when travelling. possible by fully utilizing TeliaSonera’s Nordic to gain market share and showed positive result to look for new business opportunities within We seek to pioneer the business all the and Baltic presence”, says Håkan Dahlström. for every month in the quarter. Nevertheless, or neighboring our existing footprint and have time and we have done that today for our The new lower prices and the cost we had lower revenues from equipment sales publicly expressed our interest for Polkomtel customers travelling in the Nordic and control function automatically apply to all than previously and we also experienced lower in Poland. However, any transactions are being Baltic countries,” says Håkan Dahlström, clients during travel in the Nordic and Baltic growth in usage due to weak Spanish macro- carefully evaluated to meet our strategic and President of business area Mobility countries, without them needing to make any economic environment. financial criteria. By introducing new charges for Internet Services at TeliaSonera. specific action. With the new prices, a client Eurasia continues to be our growth engine would upgrade 800,000 broadband connections We have lowered our expectations for browsing through roaming mobile service, Mobile data transfer use doubles surfing on a mobile phone pays SEK 29 ($4.60) and in the first quarter we surpassed 30 million in Sweden with VDSL2, allowing significantly growth in net sales, but our outlook for improved TeliaSonera wants to help its customers every year, but clients are still uncertain for 20 MB per day. All customers have total subscriptions in our consolidated operations higher speeds for our customers. EBITDA margin for 2011 remains, as the cost stay online even when they are outside about charges when they go abroad. By control over costs since TeliaSonera sends due to a continued strong intake in Kazakhstan, In Turkey, we have decided to take a more reduction initiatives that the organization has of their countries. For this purpose, the introducing the new pricing structure and them a text message in case they need to Uzbekistan and Nepal. In broadband services, explicit standpoint to protect our rights as a identified will have effect during the second half company has lowered charges for data cost control, TeliaSonera wants to help its buy more data to stay online. Actual pricing we reached a milestone in April and we now shareholder and to safeguard good corporate of this year.” transfer roaming by about 90% for its clients do business and keep in touch with will differ slightly in respective markets. clients travelling within Nordic and Baltic their families and friends when they go The detailed offer is available through local countries. abroad. operators’ web sites.

TeliaSonera first to launch 4G in Lithuania TeliaSonera: strong profit margin improvement TeliaSonera has launched the first commercial 4G/LTE services for its clients in Lithuania, including Vilnius, Kaunas, Klaipeda, Šiauliai and Panevėžys. The 4G is one of the first networks in the world to use 1,800 MHz frequency. TeliaSonera will continue TeliaSonera has posted its financial results for the first quarter of 2011. developing the 4G network in Lithuania in 2011 The company notes strong margin improvement in the reported period TeliaSonera builds out the mobile networks after the initial 4G launches in Sweden and and modernizes the infrastructure in the Nor- Norway. This proves that Lithuania is among cent. The addressable cost base in the reported Free cash flow decreased to SEK 2,587 dic and Baltic countries. We have an expan- the leaders in the global telecommunications currency decreased by 3.9 percent to SEK 7,716 million (3,372) due to higher taxes amounting to sive rollout plan based on the high customer market. Omnitel’s customers demand faster million (8,031). SEK 0.9 million. demand for mobile data services,” says Claes mobile data services and with 4G we are The EBITDA, excluding non-recurring items During the quarter the number of sub- Nycander, Mobility Services TeliaSonera’s responding to their needs offering the most and acquisitions, increased by 5.3 percent in local scriptions grew by 2.1 million in consolidated chief technical officer. advanced mobile technology in the world”, currencies; EBITDA decreased in the reported operations, while subscriptions in the associated With 4G, clients can use mobile broad- says Omnitel’s President Antanas Zabulis. currency, excluding non-recurring items, by 1.5 companies decreased by 1.2 million. The total band Internet with a speed ten times higher TeliaSonera was the first operator in percent to SEK 8,812 million (8,945). The EBITDA number of subscriptions reached 158.0 million. than that of 3G currently. 4G opens up new the world to commercially launch 4G. We margin, excluding non-recurring items, increased The Group’s forecast for 2011 was revised possibilities for customers to use services on offer our customers 4G in Sweden, Norway, by 35.6 percent (34.2). in the 2010 End-of-the-Year Report. The growth their laptops that require high transmission Finland, Denmark, Estonia and now also in Operating income, excluding non-recurring in net sales in local currencies, excluding acquisi- speed, such as online gaming and advanced Lithuania. Net sales in local currencies, excluding ac- items, decreased by 2.6 percent to SEK 7,247 tions, is expected to be around 3 percent. “It is a positive trend in European countries business solutions; as well as services At the initial launch stage, the 4G quisitions, increased by 2.5 percent; net sales million (7,444). Lars Nyberg, President and CEO, comment- to offer technology neutral frequency bands demanding low response times like bidding on network in Lithuania is provided through decreased in the reported currency by 5.6 percent Net income attributable to owners of the ed on TeliaSonera’s results in the first quarter: which gives customers faster access to new online auctions, and fast loading such as live Huawei and 4G ZTE modems with 4G/3G/2G to SEK 24,725 million (26,190). parent company decreased by 1.6 percent to SEK “We successfully improved our margin during technology such as fast mobile broadband TV broadcasting. support. 4G is based on the mobile LTE The addressable cost base in local curren- 4,646 million (4,722), and earnings per share the first quarter although growth in net sales fell like 4G. The early deployment of 4G on 1,800 “Omnitel has launched the fastest mobile standard. TeliaSonera’s services in Lithuania cies, excluding acquisitions, increased by 4.1 per- decreased to SEK 1.04 (1.05). somewhat short of our own expectations. Even MHz in Lithuania is a good example of this. broadband services in Lithuania just one year are marketed under Omnitel brand.

april – june / №6 [18] 7

— Over the past two or three years we have been working hard to make TeliaSonera a more integrated company, where we share the same strategy and priorities, as well as core values, principles and business processes. One of many signs of our ambition to deliver a superior On May 12 TeliaSonera’s Nordic, Baltic and Eurasian18 customer experience is to unify the companies of the TeliaSonera group under one brand identity. I would like brands were joined under one common brand identity brands to note that the basic graphic component of this identity has been in use in our Eurasian operations since 2009.

— Mr. Nyberg, why are you changing the brand under one brand identity identity now? — We have made good progress in the integration of the company. The next step on this journey is to create a unifying symbol for the whole group. Actually the idea to create a unifying brand identity came from our affiliated companies, and we embraced it with enthusiasm. We are sure that unifying symbols, in turn, will allow them to consolidate their position as well.

— Why not a completely new brand, including a new brand name? — TeliaSonera’s strength lies in the combination of two features: leading and local. We are one of the leading “This is the next step on our journey European operators with a strong international position to unifying the company”, says and customer reach. At the same time, we have strong lo- cal brands and operate very closely with our customers on Lars Nyberg, CEO and President of each market. Therefore, it is natural to keep the name of the strong local brands but adding a unifying visual brand TeliaSonera symbol. This strategy will also clearly differentiate us from our competitors. tage of showing their belonging to TeliaSonera. Therefore, we decided to keep their specific logos and brands. — How come you have chosen to use the Eurasian brand identity in the Nordic and Baltic markets as — The new brand identity, its color and the sym- well? bol — what do they represent? — We implemented the brand identity for our Eurasian —The color purple differentiates us and makes us truly operations in the first phase, in direct response to the unique. Our symbol is dynamic and unites us as a com- competitive situation in the region. Here we primarily pany. It symbolizes global and local connectivity at our compete with strong Russian companies operating under customers’ fingertips. When customers see the symbol, one brand, as well as local players in each market. We they will know that they are both part of the strongest think that the brand identity has been a great success so local operator, as well as the whole international Telia- far in our Eurasian market and we are convinced it will do Sonera group of companies. The symbol also attests to an equally good job for all of TeliaSonera. TeliaSonera’s heritage as one of the telecoms industry’s true pioneers. We were part of the team that invented — Why have you chosen to exclude some of the mobile telephony, we were the first operator in the world brands, for example Halebop (COUNTRY) and to launch 4G and we offer mobile data communication Yoigo (Spain) when you rebrand the company? at the highest location in the world, Mount Everest. This — These brands have a different strategy and to some ex- is something that we are proud of and that we want to tent different target group so there is no immediate advan- express through the new brand identity. ●

april – june / №6 [18] TeliaSonera was founded in 1853 (back then it was known Fifth largest telecommunications operator in Europe as Swedish Royal Telegraph Agency). The company TeliaSonera: invented mobile communications in cooperation with several other operators and vendors in Scandinavia and is one of Market value as of April 29, 2011 Billion USD the founders of the NMT and GSM mobile communications united symbol —18* brands standards. TeliaSonera was the first company to 1 Vodafone 147 commercially launch 4G service. 2 Telefonica 123 3 Deutsche Telecom 72 4 France Telekom 62 5 TeliaSonera 35 6 Telenor 29 Finland 7 Telecom Italia 28 8 British Telecom 25

Sweden

Kazakhstan

Moldova

Estonia

Norway

Nepal

Denmark

*Counrty Brand Sweden TeliaSonera Telia Georgia TeliaSonera International Carrier Lithuania TeliaSonera Finans Denmark Telia Finland Sonera Norway NextGenTel Netcom Lithuania Omnitel Azerbaijan Estonia EMT Elion

Moldova Moldcell Tajikistan Uzbekistan Kazakhstan Kcell Azerbaijan Azercell TeliaSonera’s strategy: a global operator with a local approach. “We strive to optimize expenses and realize Becoming members of the TeliaSonera family gives our clients Uzbekistan Ucell savings due to an international scale. We are adopting the successful experience of other TeliaSonera group substantial advantages such as access to the latest technologies Tajikistan Tcell companies and are working on international projects. We are the first to implement the latest technologies and innovative services, solutions for the future, competitive by utilizing TeliaSonera’s expertise and know-how”. Georgia Geocell offers, and confidence that they are being serviced by the most TeliaSonera is represented in 20 countries with a total population of over 460m people. Companies in the competent specialists in the industry. Nepal Ncell TeliaSonera group provide service to 158m clients as of March 31, 2011. fotoreportage

1 4 6

2 5 7

3 8

1 The Assembly of Telia’s New Sign Board, Sweden 2 Workshop on the New Omnitel Brand Symbols for the Company’s Employees, Lithuania 3 and 5 The Employees are Getting Accustomed to the New Style and Are Getting Acquainted with Telia’s sister companies, Sweden 4 and 6 The Employees Get an Opportunity to ‘Experiment with Colors’, Telia, Sweden 7 New Promotional Items, Telia, Denmark 8 The New TeliaSonera Logo in Moldcell Cafe, Moldova 1

1 Sonera, Finland 2 and 5 NextGenTel, Norway 4 6 3, 4, 6 and 7 Telia, Sweden

7

2 3 5

The new image has been enthusiastically accepted by TeliaSonera’s employees all over the world! 14 15 News

Regional 3G Coverage Taking Care of Elderly People By 35 Times…

Kcell has launched a special payment is 10 tenge. Calls to numbers not in- This is by how much the charge for We are witnessing great interest by will find an offer that will fully match said Kaspars Kukelis, GSM Kazakh- plan named Caring. It is targeted cluded in favorites' list cost 18 tenge mobile internet has become lower our subscribers in mobile internet their needs for mobile internet use stan/Kcell's marketing director. for elderly people and their close inside the network and 30 tenge to when you subscribe to the Mobile that is continuing to grow with the and their budget. Moreover, we have The Mobile Internet+ service relatives. To subscribe to the plan, other operators' numbers. Internet+ offer. From now on, the development and spread of our 3G taken into account all requests that is available in 4 options (table 1). one must purchase a phone model Anyone close to the Car- charge for 1 Mb of internet use will network in the regions. That is why we we have received from our subscrib- Depending on the type of service, ZTE S-202 and a Kcell number. The ing plan's subscriber can pay for start at 1 tenge. are launching a completely new set ers after the launch of previous subscribers will receive 5, 10, 20 and offer costs 7,500 tenge including a this service. In order to do this, a ''This is the first in a series of of services with the Mobile Internet+ products for internet users. That is 50 Mb of internet traffic every day phone, SIM card and a mandatory subscriber who intends to make pay- offers that we are making available offer. The main advantage is the range why we hope that our new offer will at a price starting from 1 to 4 tenge advance payment in the amount of ments needs to register the number to mobile internet users this spring. of choices. Every mobile internet user be well received by our subscribers'', per Mb. 1,300 tenge that will remain on the on their name and use the service subscriber's account. that is called Unification of Personal The mobile phone model offered Accounts. Service Description Payment per day Charge per Mb in the Caring payment plan has You can subscribe to the Caring for surplus internet traffic been chosen for its number dialing payment plan at any Kcell center 5 Mb 5 Mb of internet traffic 20 tenge 4 convenience for elderly people. It has in Kazakhstan. You can receive ad- is provided daily a large format keypad and a higher ditional information on the plan at contrast screen. The Caring plan the information center accessible 10 Mb 10 Mb of internet traffic 30 tenge 3 Kcell continues to develop 3G net- seminar was held in a packed is provided daily works in Kazakhstan's largest cities. auditorium. The interest in this includes special price offers. A sub- by the following phone numbers: 20 Mb of internet traffic The third generation connection is event can be explained by the scriber can connect up to 3 favorite 87272588000, 87272588300, 20 Mb 40 tenge 2 is provided daily now available in Uralsk, Kyzylorda, fact that modern life is impos- numbers. Calls to Kcell, Activ and and by shortcut numbers 9090 for Taraz and Atyrau. Kcell's 3G coverage sible to imagine without the Vegaline numbers cost 9 tenge while calls from mobile phones (for Kcell 50 Mb 50 Mb of internet traffic 50 tenge 1 zone includes 34 cities including the internet. Due to low PC avai- calls to other operators' numbers cost subscribers) and 3030 (for Activ is provided daily capital, Almaty, and regional centers. lability and slow spread of fixed 15 tenge. Daily subscription payment subscribers). The number of cities covered by internet access in rural areas, internet traffic is done on a daily Kcell's 3G network will be signifi- people there, including farmers, One of the pleasant improvements in All clients can subscribe to the basis. A subscriber can connect cantly increased in the near-term. have not had access to informa- our new offer is the accrual of unused service by various means, provided only to a single type of service We would like to remind you that, tion available on the internet so internet traffic. It is accrued until the they have sufficient account bal- at once. In order to subscribe to according to obligations under the far. That is why agrarian workers subscriber cancels the Mobile Internet+ ance. The first way is to send a free another type of Mobile Internet+ license contract, 3G should be in are trying to catch up on what service or until they terminate the request by SMS to 2002 (table 2 service, the user needs to unsub- full operation in all regional cities they have been missing. Seminar contract for services provided to their shows the text to be included in scribe from the type of service he of Kazakhstan by January 2012. The participants have said that number, or until the offer expires. the SMS). is currently using. However, in this next step is to cover towns with a the event was twice as useful case, all unused traffic provided Kcell Roaming — population of no less than 50,000 to them because they learned under the previous service will people — 3G will be launched in All Calls To and not only about mobile internet Service Text of SMS be cancelled. In case a subscriber these places starting in early 2013. capabilities but also got the to be sent to 2002 does not have enough balance From Kazakhstan Afterwards, 3G development will web addresses of specialized to make a subscription payment, spread to rural areas—the network agrarian electronic mass media. Kcell Lowers Charges for 5 Mb 5, code 5 it will be withdrawn from their at the Price will be available in villages with a ''It was useful to get informa- 10 Mb 10, code 10 balance on a daily basis whereas population of no less than 10,000 tion on the new technologies internet traffic will be available of 50 Tenge Calls Inside the Network 20 Mb 20, code 20 people by 1 January 2015. Kcell be- offered by Kcell, especially now, after the payment has been From 10 May 2011 onwards, all incoming lieves that the spread of 3G mobile ahead of sowing season. Mobile From now on, the maximum charge chief executive officer. Previously 50 Mb 50, code 50 successfully completed. Received and outgoing calls to and from Kazakhstan connection to regions will signifi- internet use will allow us to per calling minute within the GSM the company already informed its and transferred data count is made in roaming mode will cost only 50 cantly improve the quality of service plan our working schedule Kazakhstan network (Kcell, Activ subscribers of steps it has taken to The Mobile Internet+ service can fully, you will also be notified by rounded to 10 Kb. If a subscriber tenge per minute from over 100 countries — there, including data exchange correctly, keep in touch with and Vegaline numbers) will be 20 lower mobile connection expenses. also be accessed through USSD- SMS. If your request to subscribe exceeds the traffic limit provided available on a constant basis for all Kcell service. Thanks to 3G, company our colleagues and families and tenge including VAT. ''Our company's In particular, the company cancelled menu by dialing *444#, after that to the service was not correct, you under the service, payment for and Vegaline clients. The 50 tenge charge subscribers will have access to high obtain up-to-date important mission is to make mobile commu- call connection charges for all pay- you can choose one of the following will receive an SMS containing subsequent internet use within is valid only within the recommended speed mobile internet which will information including weather nications affordable to all people ment plans in February, introduced options; 5Mb - *444*1*1*1#OK; subscription instructions. You can the Mobile Internet (GPRS) service operator's network starting from the first help improve efficiency in various forecasts and prices for our of Kazakhstan so that they can use per second call charges in March and 10 Mb - *444*1*1*2#OK; 20 unsubscribe from the service by will be charged in accordance to last minute of a call (a renewed list of business areas and public life. In products or services. Timeliness the service to its maximum. We made it possible for its subscrib- Mb - *444*1*1*3#OK; 50 Mb — sending a free SMS to 2002 with with Table 1. recommended operators is published on order to demonstrate 3G mobile and availability of information hope that the steps taken by our ers to decrease their expenses on *444*1*1*4#OK. You can check the the word ''stop'', or through USSD The Mobile Internet+ offer the company's site, www.kcell.kz). Incoming internet's convenience, the company are decisive success factors company will allow Kazakhstanis mobile internet by 35 times. The status and expiration of service by menu by dialing *444*1*4#OK. is valid until 31 March 2012, calls within the recommended operator's held a seminar in Petropavlovsk in our difficult business. New to significantly decrease mobile company confirms its intention to sending a request, *444*1*3#OK. If The charge for the service and is available only for Mobile network are valid for all Kcell and Vegaline entitled Mobile Internet for Farmers. technologies are making our connection expenses, and will pro- continue issuing new price offers in you lack account balance to connect includes a one-time full payment Internet (GPRS) service if internet subscribers. The call is charged down to 30 Directors and top managers of the work easier by far'', said Evgeniy mote competition on the country's order to make mobile connection to the service, you will be notified of made from the subscriber's unit access point is set up on the user's seconds. This offer is automatically available region's agricultural structures Astashov, head of the AEOE telecommunications market”, said even more affordable to residents of this by SMS. If the connection to the balance upon connection. Further phone. It is not provided in roam- for all payment plans and is provided participated in the seminar. The agricultural company. Veysel Aral, GSM Kazakhstan/Kcell's Kazakhstan. service was established success- charge for service and accrual of ing mode. without subscription payment.

april – june / №6 [18] 16 17 Digest Digest

Technologies that Will Change the World You Can Kiss Through

The website of the Popular Science, an American scientific the Internet now journal, has compiled a list of inventions that will change the world by 2020, Corriere Della Sera recounts. The foremost innovation will be a station built by robots and for robots on the Moon, the newspaper writes. This will be a Japanese project, scientists say TV Sets Become a Thing of the Past “Despite the long period of by then space travel will become Research conducted by the Nielsen sets this time has been brought about reconstruction after a devastating a reality for most wealthy people company has, for the first time in the by poverty and the Internet. earthquake and tsunami, the project while biological fuel may replace last 20 years, found a decrease in the A part of Americans simply has already been planned, and there is hydrocarbons. The human brain will Our colleagues report that the mouth and make clockwise number of US households owning TV cannot afford a new TV set with the no other country in the world able to be able to control TV, smart phones Japanese scientists have invented or counter-clockwise turns sets. The company’s analysts estimated digital broadcasting capability that carry through on such a difficult job,” and computers by means of implanted a device that will allow two with the tongue. If one of them that 96.7% of Americans own TV has been used in the USA since 2009. said Mike Libhold of the Institute for the microchips, while all screens will be internet users to ‘kiss’ each does this, the other user’s sets while this figure was at 99% Moreover, digital signals cannot be Future, a Californian scientific institution equipped with the OLED technology other despite the distance that device tip also starts moving. previously. received in remote rural areas. The specializing on significant changes of and organic LEDs, according to separates them. The device The inventors intend to add A previous decrease in the solution in this case is to purchase the future. specialists’ forecasts. Scientists based for kiss simulation has two a function of transmitting interest in TV sets in the USA was a satellite dish which is far from The second significant innovation in Lausanne, Switzerland, say that components that are connected the sense of taste and breath recorded in early 90s. However, back being a cheap treat. Another group of will be a high-speed railway line that artificial intelligence that will be able to the PC. imitation. However, they have then this was caused by economic consumers does not turn on the TV will connect London and Beijing. This to generate ideas in the same way which focused on developments in the sensors capable of gradually Users need to place the not said how these ideas will be recession. According to the Nielsen set because they watch films and TV line will pass through 17 countries as a human brain will be created by technology sector capable of completely collecting information about the imitator’s arched plastic tip in implemented. report, the decrease in demand for TV programs via the internet. and will link Europe with Asia, the 2020. changing people’s lives on the planet environment, accumulator batteries magazine said. Other major projects to In its turn, the IBM corporation in the following five years. The list charged from air, improvement of be implemented by 2020 include self- published its annual forecast, Next included such super innovations as recirculation of heat and adaptive steering cars and flying cars. Moreover, Five in Five, in December 2010 mobile phones with 3D projections, transport systems. Users Will Be Able to Talk Endlessly on Mobile Phones

Smartphone Users Found Motorola Pushes iPhone and iPad Electric energy generation requires the to Have a Dependency for Hybrids Will Stop Spying volume of sound to be no less than 100 dB. This Specialists from Ericsson company have Ericsson representatives Sanjay Jha, the CEO of Motorola on Their Users corresponds to a very come to a conclusion that people using say that consumers are currently Mobility, has said that future versions loud shout or the sound smartphones controlled by iOS and more interested in capabilities of of Motorola Atrix 4G smartphone of a tractor’s operating Android have developed a dependency. applications than in specific device and similar devices will be issued engine Having interviewed users in the USA, models to which they can be loaded. as an alternative to tablet PCs. The Japan and Europe, they found that 35% Social networking programmes are company believes that a special Experts have recently discovered be spontaneously deleted after the of smartphone owners load applications good examples of such applications. docking station that will allow the that 3G iOS devices track their users’ switch-off of services responsible for South Korea is developing a In the future scientists will first thing in the morning. Before, in order to access your page transformation of a smartphone into location and store this data in an location identification. This information technology that will allow the improve the technology and lower on a social network, you needed to a miniature notebook, which will be unprotected file. This news caused a is currently stored for up to one year. production of electric energy literally the required level of noise to turn on your PC, launch a browser more convenient to use. strong public reaction that in its turn iOS 4.3.3 will also allow for increased out of air. In particular, scientists want acceptable values. They believe and load the page. Now one click on According to Motorola, the Atrix pushed Apple to clarify the situation. time in wireless (battery) mode for to be able to charge a battery by that people will soon be able to a smartphone is enough to launch smartphone supplied with a docking Apple has published a statement in iPod touch and bring in some other transforming sound waves into electric charge their phones’ batteries by the application without even getting station will be a good replacement which it promises to issue a relevant corrections. The exact dates for launch energy. using the noise of highways or out of bed. Ericsson specialists for a tablet PC, and Android’s update of the iOS operating system. of the new software have not been For now, Korean scientists have trains, and later on, even during a believe that mobile applications ecosystem has all that is needed for According to information provided announced. Let us remind you that learned to ‘transform’ sound waves. telephone conversation. lead to emotional dependency. These creating this device. Motorola intends by our colleagues, Apple is working it has recently become known that However, their invention is far from The technology uses zinc programmes evoke positive emotions to issue several similar devices in on iOS update numbered 4.3.3. This iPhone and iPad 3G collect information being finalized because electric energy oxide fibers located between two in people as they perform their daily the second half of 2011. However, Xoom tablet PC. The latter has not version of the operating system will on users’ movements. This news has generation requires the volume of electrodes. They start vibrating tasks, and allow them to think that the company’s interest in hybrid gained popularity among users in the not store the collected data in iTunes. angered many owners of these devices. sound to be no less than 100 dB. This and producing electric power they are in better control of their (phone/PC) devices can probably be several months since its commercial Apple has also promised to decrease Some have even filed suits against corresponds to a very loud shout or the under the influence of a sound lives. explained by low demand for the launch. the size of the database that will Apple. sound of a tractor’s operating engine. wave.

april — june / №6 [18] 18 19 We are installing base stations that support HSPA+ and ensure Internet speed of up to 21 Mb per second.

conducted an investigation and careful analysis of the issue last As the traffic increases, we Nurlan Sargaskayev: year. The investigation findings showed that the country's opera- will double our network's tors could not do much about this problem. So the Ministry started negotiations with regulatory authorities in other countries. transmission capacity Our Subscribers are to Benefit! We were also accused of conspiracy but were able to prove that it did not exist. We showed to the regulatory authorities the amount — Nurlan, the long-awaited period of vacations and trips of work conducted by us with the purpose of lowering roaming is finally here. It is quite natural that your subscribers charges for our subscribers. Our regulatory authorities have also — You have mentioned mobile Internet. Analysts say that want to stay in touch with their family while being abroad. understood that they have a significant role to play when it comes it has great potential for development. Some even predict What does your company offer to its customers? to regulating roaming rates and that the best way to go about it is that soon subscribers will spend more time and money on — During the last several years we have been constantly and gradu- creating favorable conditions instead of putting pressure on the mobile Internet than on calls. How does your company ally lowering prices for all our services, including calls and data operators. We are expecting positive resolution of this problem, but ensure affordability of mobile Internet? transfer. We have also decreased prices for mobile roaming service at the same time we have started to search for ways of decrea- — In April, we have taken an unprecedented step on the mobile to 50 tenge per minute. This includes both incoming and outgoing sing charges applied to outgoing roaming calls independently of Internet market by lowering the charge for 1 Mb of traffic to 1 tenge calls to Kazakhstan. We have quite a long list of countries where our our partners. That is why we have introduced call back roaming. Of as part of the Mobile Internet + option. We are also offering limit- subscribers can pay only 50 tenge per minute of a roaming call. It course, there is some degree of inconvenience in the specific dial-up less Internet surfing through Opera mini browser for 20 tenge per includes 100 countries for Kcell subscribers and over 50 countries but, firstly, it is compensated by the significantly lower cost, and day and are gradually decreasing prices for those who use Wap- for Activ subscribers. Of course, the charge applies to roaming calls secondly, this was the only currently available technical method of browsers on their mobile telephones. Our subscribers are heavily made from the most popular tourist destinations such as Turkey, decreasing the cost of a roaming call independently of the condi- using mobile Internet not only on their phones but by using USB- Egypt, Spain, Italy, China and so on. The full list of countries and tions that our foreign roaming partners have set before us. modems KcellConnect and ActivConnect. preferred local mobile operators are available on our websites. It It is impossible to talk about mobile Internet without mentio- is worth noting that we do not charge any subscription cost for — Is call back roaming popular in the world? ning the networks. It is well known that we have received a license roaming and do not have any other hidden payments. The only — I don't know how popular this service is but I am sure that it is a to provide services in the 3G standard this year. We are setting thing that a subscriber needs to know is how to make an outgoing rare case when an operator tries to cut the subscribers’ expenses (he up networks that have already covered all large cities and we are roaming call to Kazakhstan. To make a call, a subscriber has to dial smiles). I think that our subscribers will appreciate our efforts be- still expanding them. We are installing base stations that support *135*7ХХХYYYYYYY#, and press the ''call'' button where 7 is the cause they will have an opportunity to use technical capabilities of HSPA+ and ensure Internet speed of up to 21 Mb per second. As code of Kazakhstan, XXX is the operator's code or a city code, and GSM-operators in order to make cheap calls to Kazakhstan. I know the traffic increases, we will double our network's transmission YYYYYYY is the call recipient’s number. Next, the subscriber should that this method has already been put to work and our subscribers capacity. Mobile Internet is the main direction of mobile communi- follow voice instructions. I would like to explain the reason for the have been using it. cations' development and we are ready to provide quality service at complicated dial-up. This method of dialing is called ''call back reasonable prices to meet the demands of all customers. roaming'', which makes the call seem to be coming from Kazakh- — Kcell is widely promoting its Bonus Telephone service stan, as if it was dialed from the recipient’s phone number. Please at the moment. Please tell us more about this novelty for — This will be our last question, Nurlan. We are observing note that the caller is charged only 50 tenge per minute. We have Kazakhstan. a rise in competition on the mobile communications mar- introduced this service in order to give our subscribers the oppor- — Indeed, it is a novelty for our country but it is a wide-spread ket. How is Kcell different from its competitors? How will tunity to call at lower roaming rates, independently from agree- practice in the West when a subscriber signs a contract with a mo- Kcell compete against other providers on the market? ments that we have long been trying to conclude with our roaming bile communications operator, pays a certain amount for a certain — The numbers of our subscribers, and their growth, as well as partners. However, our foreign partners are in no rush to make a number of call minutes, SMS and Internet traffic every month the analysis of customer behavior point to our clients' loyalty. We interview deal with us, because they get more profit when our subscribers pay and receives one of the latest telephone models as a bonus. For offer a lot of benefits to our subscribers. We will continue to do for mobile service within their networks at the highest rates. example, we offer a package that includes 400 minutes of calls, everything possible and are confident that our customers will ap- Telecommunications is the most dynamically developing sector in the Generally speaking, this issue bears international significance. 200 SMS and 250 Mb of Internet traffic plus Nokia C301 or Nokia preciate our efforts directed at increasing the number of services by If you remember, Russian and Kazakh anti-monopoly authorities E5, depending on the subscriber's choice, as a bonus for 7,990 introducing the latest products. We will continue to offer attractive economy. This industry introduces new devices and services every brought several cases against mobile communication companies tenge per month. At the moment, monthly payments depend on packages and are intensively investing in network development in year. Everybody uses telecommunications — it has become a vital last year. Regulatory bodies of both countries accused mobile com- the package and range from 2,990 tenge for Nokia C201 to 19,990 order to provide quality service. We try to ensure our call centers' part of a person's life on par with transportation and food. Nurlan munication operators of conspiracy with the alleged purpose of tenge for Samsung Galaxy S advanced smart phone model. Of availability at all times, develop the brand retail network, and Sargaskayev, Director for Business Development of Kazakhstan’s keeping charges for roaming services at high rates. In reality, the course, the number of minutes, SMS and Internet traffic increase, improve our servicing level to that of a world class company. In issues related to roaming rates are settled by various operators in a as the price increases. We launched this service and payment respect to prices, some companies in post-Soviet countries adver- largest mobile communications operator GSM Kazakhstan has told us bilateral manner. When it comes to international roaming agree- plans after we conducted market research together with Kazkom- tise the low cost of calls as their competitive advantage. Experience about new trends in this sector. GSM Kazakhstan is represented on ments we, as a commercial company, cannot impose our conditions mertsbank. We are very happy with the results, and from now on of successful operators shows that the package of services and their the market by Kcell, Activ and Vegaline brands. During the interview, upon another commercial company. The industry has not been intend to increase the number of partner banks and the choice of quality are important to subscribers. As I mentioned earlier, we we talked about new opportunities related to the roaming service, able to solve this issue and work out common principles through the latest generation mobile devices. This is only the beginning of will offer packages including those where the charge for one minute negotiations. That is why it is necessary to involve and attract the a large project that will continue developing as we see great inter- of call may be very attractive even in comparison to rates offered development of mobile Internet and Kcell's vision for the sector and attention of regulatory authorities. As far as we know, there has est from our subscribers in this service, as well as many banks by discount companies. In conclusion, I would like to say that our for its own development in view of tough competition been some progress in Russia. Russian Communications Ministry working in retail crediting. subscribers are all to benefit from our services! ●

april — june / №6 [18] 20 21

SMS mailing: short and straightforward Each of us has probably, at least once in our lives, received an SMS containing a promotional text sent by a boutique, a supermarket or a bank. Usually these text messages briefly inform recipients about promotions or invite them to attend an event. These messages are products of a popular service known as SMS Mailing

service

The experience of Marketing throughout the world has shown ing the recipient to top up units to a certain number) from ordinary that SMS Mailing is an "affordable, efficient, quality tool for the informational and advertising messages. advertising and promotion of goods and services". This is why A special Web interface has been developed for our clients' international companies as well as individual entrepreneurs use convenience. This can be used by the client to send Bulk SMS this service. Its popularity has given rise to a great diversity of requests without having to leave the office. Clients can draw up symbols in the Sender field — from unknown international num- the SMS text, indicate the date and time it should be sent and view bers to incomprehensible hieroglyphics. statistics on the progress of the requested service. Kcell provides its clients with a true quality SMS mailing Kcell only charges its clients for the actual cost of the text service called Bulk SMS. The Bulk SMS service can be used to messages. At the same time, the more messages a client sends per send identical texts to a large number of Kcell users at the same month, the lower the rate charged for an SMS. There is only one time. This service will be of great interest to companies operat- condition: the client is required to send no less than 1,000 SMS per ing in the service and trade sectors and will prove to be highly month. effective. Our clients can also access a service that allows them to send The Bulk SMS service has been developed in accordance standard SMSs containing personal data. This service is used for with Kazakh legislation. That is why a company requesting Kcell's informational rather than marketing purpose. services should obtain prior consent from potential recipients of For this service, the sender's ID includes a 3- or 4-digital the promotional SMS. These SMS are sent out only during the number instead of a word. The service is performed by means of the working week from 9 a.m. to 6 p.m. in order to avoid distur- client's software addressing our SMS-server rather than through bing recipients during their leisure time. Bulk SMS mailing can the Web-interface. The client's software should be able to recognize be used for advertising and informational purposes. That is why a recipient's number and be able to insert their personal data into a Kcell is currently working with the state authorities to obtain standard SMS. Because this service is more complicated to perform, permission to send messages on a 24-hour basis in order to be the price includes a charge for the actual SMS sent, a one-time pay- able to alert people in the event of an emergency. ment, and the cost of ID subscription. This service is popular with Kcell also carefully chooses a sender's ID, a word that will banks for sending out notifications on loan repayment dates, per- appear in the Sender field of an SMS. We try to match the ID to sonal information on account transactions, etc. We believe that this the name of the sending company or to the event that the SMS service can also be of interest to medical centers, allowing them to is promoting. This ID should be in Latin script and/or include send screening results to their patients; to educational institutions numbers, and it should not exceed 10 symbols. It is important who can send information on grades, attendance, and late arrival that recipients should be able to distinguish fraudulent SMS (of- reports to students and their parents; and to the state authorities ten containing information about ''valuable prize draws'' or ask- for sending information about the issuing of documents etc. ●

april –— june june / /№6 №6 [18] [18] 23

Fotographs and text fotoreportage Saken Nigmashev

On the Rome-Venice train, Italians kept on taking wrong seats and apologising for it. It only took me 3 hours and 40 minutes to get to the City of Canals. The memories of the train and its passengers fade away replaced by the view of a borderless water world with houses poking out here and there. Call back roaming Kcell that welcomed me at Rome airport operates faultlessly. Although it was pretty unusual to dial *135*7701ХХХХХХХ#, it was cool to receive the message ‘wait, please’ in my native language and talk to my nearest and dearest for only 50 tenge per minute. I send a couple of SMS to Kazakhstan to report my location and go outdoors. Venice greeted me with a whiff, somewhat unpleasant odours. To be honest, the smell is due to the fact that there is no sewage system in the city, and all waste is simply dropped out into the canals to be flushed away twice a day by the tides. I heard people saying that there were scarcely 30 plumbers in the city. The ideal length of stay in Venice is one day, or rather six hours. The majority of tourists come to the city by train. So, I would advise you to buy a ticket for the steamer directly from the railway station or take a taxi boat at the Grand Canal and head for Saint Mark’s Square across the city. This canal is the widest canal in Venice; it is two kilometres long and it divides the city in two parts. It is like the main city avenue where jams are possible with boats rather than cars. Saint Mark’s Square is the central district among six others in Venice. It was named after the patron saint of Venice — Saint Mark. This place has been used as the backdrop of many films. During the day, it is full of tourists, picaroons, and gift shops. Here you can also see Saint Mark’s Cathedral and the Doge’s Palace. Doges were the governors elected by a common vote of the citizens, as in the past, the Republic of Venice was an autonomous and independent state. In front of Saint Mark’s Square, on the other side of the Grand Canal, there is the Church of Santa Maria Della Salute built in 1631–1681 to commemorate the end of the woeful plague. A pleasant way to get back to the station from the square is on Travel to foot; your walk will take you through the entire city. This way you Venice 25

will certainly perceive and taste the unique atmosphere that fills the streets and alleys. Here you can find artists, visit a gallery and buy a mask. You might also come across gondoliers inviting tourists for a boat ride. The gondolas and the gondoliers are the essential symbol and peculiarity of the city. There is also a secret community — ‘the Closed Venice Gondolier’s Association’. Their rigid rule is strictly observed — only 425 individuals are allowed to work as gondoliers at any one time. This number does not change and dictates the number of novices taken on when older gondoliers retire. You will have to pay 80 euro for a trip around Venice’s canals — and it is a fixed price; you might be able to negotiate it down by 5—10 euro but no more. If you stay in the city for at least two days, you can easily go to see the Venice opera and later have a seafood supper in a restaurant. After that, you can take a night-time stroll through the quiet city alleys. Who knows, maybe you will find your inspiration there! ● 26 27

minutes of telephone calls to all numbers in Kazakhstan per offers on international calls and roaming. The only condition month per each line. Monthly payment per user is 4,000 tenge for participation in the Telephone for Business offer is the Telephone for Business under a two-year contract, and 6,000 tenge under a one-year company's size which should be no less than 50 employees and contract. no less than 50 corporate lines. ● The third type of contract is called CEO and is targeted Kcell has a new interesting offer for corporate clients—Telephone for Business. From now at fans of premium class smartphones. This contract includes Kcell offers a truly unprecedented all flagship models — Samsung i9003, Samsung i9023 and on, companies can pay for a corporate group's mobile connection services and purchase Nokia E7. These are phones with a bright touch screen and a offer — a contract for a Samsung powerful processor that are capable of dealing with several tasks Galaxy Tab tablet PC, one of the the latest models of mobile phones for company employees at the same time at the same time and that have a convenient internet browsing function. You can also load widgets providing information about most popular in the world for only weather, currency exchange and mail service. Every user is What is It? given 600-900 free minutes of telephone calls to all numbers in 1,000 tenge including an entire 5 Gb Put simply, Kcell offers a company the option of paying for Kazakhstan per month and 250 free Mb of internet traffic, which of internet per month as a bonus mobile connection and renewing the stock of mobile phones means virtually limitless communication! Payment per user is that it distributes among its employees, all in one package. 10,000 tenge per month under a two-year contract, and 17,000 A company can buy mobile phones at a surprisingly low tenge per month under a one-year contract. price once it subscribes to the offer. For example, Nokia E5, Finally, Kcell offers a truly unprecedented offer — a Samsung i9003, Samsung i9023 will cost only 1,000 tenge contract for a Samsung Galaxy Tab tablet PC, one of the within this offer. A client becomes the owner of a phone right most popular in the world. Kcell offers it for only 1,000 tenge after they have purchased it. including an entire 5 Gb of internet per month as a bonus. All a client needs to do is to sign a one- or two-year The subscription payment is 7,500/15,000 tenge per month contract that allows its company access to mobile connection, depending on contract duration. Those who love to have a phones at super low prices and additional bonuses in the full-fledged internet browser, email, document editor and high form of free minutes of mobile phone calls to all numbers quality video viewer will appreciate the tablet PC. in Kazakhstan and free data transmission traffic. Kcell A company can choose the type of contract for any category representatives say that the company offers only officially of employees depending on monthly mobile connection limits. imported mobile phones that are backed by official Nokia This offer can be applied to any corporate payment plan whereas and Samsung service centers. This is the phones' high quality charges applied to calls and web traffic above the provided guarantee. Mobile phones offered by Kcell include bestsellers bonus, and charges for services not included in the bonus will such as Nokia 6700, Nokia E72 and new arrivals with an follow the payment plan that the company has been subscribed optimal set of business functions such as Nokia E5 and to prior to the new offer. Moreover, all those who subscribe Samsung i9003. to the proposed service will automatically participate in all

How Do I Sign Up? It is easy to tap into the Telephone for Business offer. We Terms of the Telephone for Business Offer propose four types of contracts to a company. Three of Duration of contract them are targeted for various categories of users—specialist, 12 months 24 months manager, CEO, while the fourth contract is used for internet. Telephone model Contract Each of the four types of contracts can be signed for one or Subscription Monthly bonus Subscription Monthly bonus two years. payment payment For example, under the specialist contract, a company Nokia 2330 specialist 1500 60 minutes for all calls 850 60 minutes for all calls can purchase Nokia 2330 model only for 100 tenge including inside Kazakhstan inside Kazakhstan a free hour of calls per month to all numbers in Kazakhstan. Nokia 6700 manager 6000 200 minutes for all 4000 150 minutes to for all Payment for each user is 850 or 1,500 tenge per month under Nokia E72 calls inside Kazakhstan calls inside Kazakhstan two-year and one-year contracts respectively. Nokia E5 + 50 megabytes of + 50 megabytes of The Manager contract is targeted for mid-level managers. Samsung S5830 web traffic web traffic According to the contract, you can choose a phone model that Samsung i9003 CEO 17000 900 minutes for all 10000 600 minutes for all is most convenient for you — Nokia E5, Nokia 6700, Nokia Samsung i9023 calls inside Kazakhstan calls inside Kazakhstan E72, or Samsung S5830. All phones in this offer are supplied Nokia E7 + 250 megabytes of + 250 megabytes of with the synchronization function for email and calendar, web traffic web traffic which allows company managers to access their office email Tablet PC Samsung Internet 15000 5 Gbytes of web 7500 5 Gbytes of web at any time. In addition to this, employees will have 150-200 P1000 traffic traffic

april — june / №6 [18] 28 29

thoughts aloud Kanat Ibragimov ART LOVE How can we measure Love? COMMUNICATION And how can we measure Art?

A very shrewd and forward-looking entrepreneur (let's call him lation, or any Artist's creative gesture as if you were paying for Mr. Twister, a former government minister, financier and banker, a service… owner of factories, newspapers, and ships) once said to me: What's more, in the 21st century it's very easy to archive, ‘Everything is clear when it comes to the works of the old mas- collect, and preserve the TRACES OF AN ARTIST’S ACTIVITY. ters: they have market value. Everything can be preserved in digital media. They are masterpieces created by the geniuses of the past. It is approximately the same as trying to evaluate or mea- People pay big money for the paintings of Raphael, Rem- sure Love. brandt, and Titian because they are tangible works in oil paint "How Deep Is Your Love?" - as the Bee Gees once sang. on canvas. A Grand Tradition stands behind the works of great True Love has only Sincerity and the Depth of One's Feel- geniuses, as do authority, originality and uniqueness. ings… A true masterpiece is distinguished by its unrepeatable pre- If you pay for love, then it's prostitution. sence at a particular point in time and space. It is precisely on the To enter into a marriage of convenience is just as bad. here and now of the presence of an original that the notion of the A marriage of convenience is all but high society prostitu- authenticity of a work of art is based. tion. We pay for a painting’s authenticity, its creation by a certain Venal love is insincere and mean. master at a certain time and the fact that it is the only one in exis- tence! So where is True Love? Really, True Love? But if the authenticity of manual reproduction acted as a mea- The same situation is observed in respect of art. sure of a work's authority during the 17-19 centuries, how do we There is only one criterion for the evaluation of True now, in this Epoch of Digital Reproduction, put a price on contem- Art and that is Sincerity. And it does not matter when and by porary art? whom the work of art was created. What are the criteria for the evaluation of video art, installa- It does not matter whether it was created by a genius of tions, performance art, radical artistic actions, or ready-mades? the Renaissance, a street graffiti artist, or a radical performance What are they worth?’ artist, or whether it was painted on a linen canvas, scratched I answered him: on the stone walls of a Neolithic cave, put on YouTube or even ‘So you, Mr. Twister, former government minister, financier saved on a memory-stick. and banker, owner of factories, newspapers, and ships, have, at And now let us get down to Love, something that everyone your leisure, determined the meaning of art. understands. No doubt you own a company that provides mobile communi- A certain character in a movie once said: “While the Twin cations. Towers were falling on the eleventh of September, people were You will be well aware that each year all electronic personal calling to their loved ones, and there was not a single cry of devices, and in particular mobile phones, smart phones, netbooks, hatred or condemnation. People called each other on mobile etc. go down in price. phones, said farewell and spoke about love. Only about Love”. In the not-too-distant future your employees will be handing I would like to say that it is Love and Sincerity that make them out for free along with mobile telephone numbers. So what the world go around. will mobile communication users pay for? And it is the digital media, mobile communications, the air, and service that have facilitated all of this. These are the We will pay for the Service. means of communication we use every day. Your business has left the materialistic component behind. I wish you Love… You should pay for a performance, an artistic action, an instal- …and good service. ●

april –— june june / /№6 №6 [18] [18] 30 31 To Entertain,

many times I searched in the search engines to Involve, “the history of Facebook”, I got the same network model. Only real names and result. Extraordinary, the youngest billionaire, photos could be used for the accounts a genius, lawsuits, everything as shown in the there, and the login data for the site movie. were e-mail addresses instead of nick- and to Make You I’ll explain the story briefly for those who names”. Thus, indirectly he admits the haven’t seen the movie. A 19-year-old young plagiarism. man, seriously interested in programming, In February 2011, the daily audi- Smile, or A Little Bit About after breaking up with his girlfriend decided ence of the social network was more to revenge himself upon all girls by develo- than 23 million of people. ping the software in one night and hacked The difference between Vkontakte the Harvard University website. He created and FB is that here you cannot delete the History a very simple site which was provisionally your account, there is a lot of spam, no called Facemash. The visitors were called news feed, and it is entirely a Russian upon to evaluate which photo was better out internet project. of Social Networks of two emerging images. The result is best demonstrated by numbers — 450 visitors and Odnoklassniki is a Rus- 22,000 views of the photos within 2 hours sian analogue of Class- time machine after the site was launched! mates.com, used to search February 4, 2004, can be associated with former classmates, fellow many events. That day my friend’s son was students, graduates, and born; collectors were contending at Sotheby’s to communicate with them. The project auction for the ownership of the Little Dancer, was launched on March 4, 2006. Its I am trying to work. But my muse is consistently frightened off. It approaches shyly, an amazing sculpture by Edgar Degas. The author is Albert Popkov. sits on my shoulder and starts whispering to me. Then a typical sound indicates that same day in a small room in a Harvard Uni- Probably the greatest difference from Vkontakte is its audience. Pri- a new Facebook message notification has been received. versity dormitory the Facebook social network was launched. same time the story of the development of INFORMATION The 1930s saw marily, Odnoklassniki is used more by On working days, the messages flow in ceaselessly from The ‘founders’, apart from Zuckerberg, social networks. Anything new that appears the invention of several methods aimed at adults. This is almost the only network Odnoklassniki, Vkontakte, Agent, and Moy Mir. The pre- included another three students—Eduardo here is then imitated by others and becomes investigating interactions between people, where you can find people older than Saverin (the first financial director of Face- a standard. It served as an example of buil- and one of these approaches was used 45, there are even many elderly users. condition for good high quality work is to switch off the book), Dustin Moskowitz, and Chris Hughes ding up an absolutely new service, of social as the foundation for sociometry, i.e. a Basically, it’s a good dating site hiding social networks. This has been personally tried and proved (assistant programmer). This is how the mo- services development and implementation psychological method for measuring the under the noble idea of searching for by experience. However, one mustn’t forget the advantages dern history of Facebook, and social networks and interaction with a large number of users. distribution of roles in a group of people. your old friends. in general as we know them, was started. The Today, more than 600 million people from In 1951 Ray Solomonoff and Anatol Odnoklassniki is like your first of the networks—they have extended our circle of contacts, earliest promotion and establishment of the 213 countries have their accounts on Face- Rapoport started the modern theory of love, the memories are pure and fresh, we can find anyone anywhere, we form groups in accor- initial audience were achieved with the help book. Out of this number, there are 288, 000 social networks. The term ‘social network’ they cause a slight melancholy, but I’m not with her now (not with my dance with our interests without any geographical limita- of good old spam. This is one of the most registered users from Kazakhstan, and this was introduced in 1954 by a sociologist striking examples in the history of the internet number increases every day. James Barnes from Manchester School in first love). The disadvantage of this tions, so in general, they are more useful than harmful. when spam brought phenomenal results. The Classes and Meetings in a Norwegian site is its intent to make a profit on How did we communicate when the social networks didn’t Any successful project is always associ- Vkontakte Island Parish included in the collection registration and expanded functions. ated with a huge number of scandals. Exactly This is an exact clone of Face- of works, People’s Relationships. He As of October 2008, free registration is exist? And who invented this form of communication? 6 days after Facebook was launched, three book. The idea is the same— developed this approach to investigating only for functionally limited accounts. Harvard University undergraduates (broth- Vkontakte was created as a interactions between people with the help This version does not allow you to send messages, to upload, or evaluate The precursors of social networks characteristics, such as user accounts where ers Cameron and Tyler Winklevoss and their social network for students. It of sociograms, i.e. visual diagrams where were guest books, which are web ap- the user leaves some information about friend Divya Narendra) accused Zuckerberg of has the same structure of items, the names the individuals are represented as points, photos, to leave comments in forums, plications consisting of a list of messages himself, which helps to identify him; system stealing their idea for Facebook. are similar, as for example ‘Wall’ or ‘Like’. and connections between them as lines. or to visit pages of other users. To get shown from the last to the first, which access requires a password; and the com- They alleged that as far back as 2003 The site appearance is the same (white and In 1959–1968, Hungarian mathematicians access to these functions, you have to could be left by any visitor. And the munity can be chosen. they involved Mark Zuckerberg (having been blue), and it even uses the same icons. There Paul Erdos and Alfred Renyi wrote eight send a paid SMS. Some kind of love for pinnacle of the online communication Undoubtedly, the most popular inter- inspired by the success of his Facemash story) is also some information that the code of articles that described the principles of money, which I’m not happy about. evolution was like a blog service where national network is Facebook. Pro- to create their own service HarvardConnec- Vkontakte copies some parts of the Facebook social network formation. Duncan J. Watts In addition, the site offers a num- every member maintains a diary, similar bably many of you have seen the movie The tion.com. The details of this scandal are not of code. However, its founders affirm that all and Steven H. Strogatz developed the ber of paid services such as additional to a personal diary, his messages are Social Network based on real events. To be much interest, and the information about it is accusations are false. social networks theory, and among other space for photos, to delete evaluations, sorted out in chronological order, and honest I saw that movie a long time after rather contradictory. One of the founders of this network, discoveries, they introduced the notion of and to get good evaluations for your other visitors can leave their comments its premiere. But anyway, I signed up in FB As a result of the lawsuits, Facebook paid Pavel Durov, in his blog tells the following the clustering coefficient, which is the deg- own photos, to make the user invisible to the messages, and the user can make a a long time ago and by the time I watched $65 million as compensation, with $20 mil- about how it was created. “I wanted to find ree of closeness between heterogeneous in the network, and a wide choice of friends lists or limit access to his diary. the movie I had become quite a sophis- lion paid in cash and $45 million in the form another form for a students’ site. A short time groups. By the 1970s, the complex of smileys. Everything was mixed, tested, and ticated user of the service. So it was even of Facebook shares. afterwards, my long-time friend returned to sociological and mathematical methods of Anyways, in February 2011, more evolved into something that distracts, en- more interesting to see that ‘work of art’—in When Facebook was created, there Russia from the US where he studied. He told investigation which provided the scientific than 45 million users had accounts on tertains and enables us to communicate. quotes because I don’t consider it as such. existed no social networks as we understand me about a project for American students basis for the modern analysis of social the site, and it was visited by 17 million All social networks share some common But that’s a different story. So, however them now. The story of FB’s evolution is at the (Facebook), which was based on the social networks had been fully formed. people every day. ●

april – june / №6 [18] 32 33 business

another you really need this, exactly THIS, We ating customer activity. Loyal custo- and at THIS price! But if you were being rea- mers not only take on the task of attracting Marketing always try to keep hold sonable, you could satisfy your needs with a new customers voluntarily by giving positive of our positive emotions. similar product that cost less and was closer recommendations, they also help to gain We're all a little "greedy" at hand... But who listens to the voice of their trust, and even boost first-time sales. On Social Networks about them reason when being bombarded by emotions Furthermore, they do it for free, so money is both positive and negative? If the customer saved on promotion and a constant stream has negative feelings towards a product or of new customers is provided. But how can Anna Patsiuk company, then even the rational benefits, we learn exactly what they're saying about ROZNITSA-KZ Company The Client Runs The Show gains, and many other objective advantages our company or our product? Where do we www.retail-ua.com of the item or service on offer will not be logical pattern of this behaviour is simple: find out? [email protected] Continuing development of the Internet has meant that enough to convince them that this really we all want to get rid of negativity, so we talk We turn, of course, to the Internet is just what they need. The only exception it out at every opportunity. Therefore, if we where members of online communities are social networks have become an integral part of our might be a forced purchase invol- want the outside world to receive a gener- keen on open communication and discus- everyday lives. Because of this the time has come for ving, for example, corporate contract terms ally positive impression of the company, it is sion. Today the Internet really is beco- with no alternatives... Thus, we can easily important that the number of positive com- ming an important tool because positive or marketing experts to transform them into one of their understand that among a company's regular ments outnumbers the negative ones. So, for negative recommendations are multiplied by customers there may be a group who are ex- every customer we might have left dissatis- the number of contacts able to read them... most important promotional tools periencing negative emotions, continuing to fied we must leave at least 5 happy in order This means that our calculations on the consume but, at the same time, quite happy to gain sufficient positive recommendations. ratio of satisfied to dissatisfied customers Modern society is developing differently: where the keystone of business performance to contribute negative feedback. In fact, recommendations are the key change dramatically. Today's Internet is the everything is changing, including the tools is the quality of relationships rather than the On all sales training courses, a compa- component of any modern company's mar- most important source of information about needed for promoting products and services. quality of the products and services. ny's employees are told how important it is keting model. In our society we are prone people, products, services and companies. Thus, Kotler’s four P’s: Product (What?), Once upon a time, it was enough that customers come away with positive, or to follow advice. Our friends and relations So it’s high time marketing experts realized Price (at what price?), Place (Where?) and to satisfy a Client’s need for a product or at least neutral, emotions. We always try to know better how to treat diseases and how all the advantages of this activity and built Promo (How?), which have been running service. What to buy and at what price was keep hold of our positive emotions. We're all to fix cars, and only when it’s absolutely relationships with the target audience on M the show for decades, are smoothly adding the important issue. In today's increasingly a little "greedy" about them. This, however, unavoidable do we turn to specialists, ready social networks, understanding it, creating a fifth P, the key component, People (who?). competitive environment, one often faces is not the case with the negative ones! When to ask for their recommendations. Adver- opportunities for customer feedback, redu- These are not only people who sell but also the choice between products of very similar we've experienced negative emotions our tising is hard to take seriously, we are well cing the number of dissatisfied customers people who buy. Nowadays it's essential to quality and price. This is where the subjecti- willingness to give negative judgments in- aware that it is designed to attracted, enticed and attracting as many satisfied customers understand the psychology of the employee vity of consumer decision-making comes creases significantly. A dissatisfied customer and, perhaps, to deceived us. However, our as possible. as well as that of the customer. This is hardly into play. Imagine yourself in the situation — is more than ready to tell 10—22 people friends will not deceive us. They will tell us Remember, these days it really is rela- surprising, considering that today we are when you like something it's fairly easy to about exactly what dissatisfied him and how all the good and bad things they know, that's tionships that generate the most profitable living in an era of relationship marketing convince yourself that for one reason or any ensuing conflict turned out. The psycho- why this is such an important cue for gener- results! ●

The Internet has no time for the offline rules; During the day, at least two or three compa- Alisher Elikbayev formality is alien to its nature. Where the anony- nies — TV channels, karaoke bars, travel agen- mous reign, there's no respect for age, achieve- cies, state authorities, etc. — ask me to add them Take Off Your Dinner Jackets, Gentlemen ment, or regalia. Impartiality plays a minor role, as a friend to my social networks. And I refuse them if any; and, though disdained by the traditional all. I want to be friends with people, not companies. These days, thoroughly modern people have an irrepressible urge to monetize everything. It is essential for them; otherwise they feel mass media, the personal approach to an event or And if someone is a nice person, and their ideas like losers. They've heard somewhere that simply having an account on Facebook can earn you money and that copying and pasting product is king. are interesting, and their jokes are occasionally someone else’s thoughts on Twitter can make you famous. So millions of schoolchildren and students rush pell-mell to the vastness On the Internet, as in any community, you've funny, I can easily put up with a couple of ads per that is the worldwide web, adding hundreds of strangers as friends and posting all kinds of crap on their pages got to speak the language to become part of it. week from them. We all have our shortcomings, You're welcome to provide information about your don’t we? And if I'm looking for a place to spend a Nowadays, Kazakhstani companies are just one posting dull press releases. They come here still living in the nineties with his customary product or company with impunity, under one pleasant evening or to fly to on vacation, it's quite step removed from the above-mentioned indi- from another reality without thoroughly study- morning newspaper and evening news may well single condition: you must have deserved this likely that I'll remember the fact that one of my viduals. They've been to a meeting at the Round ing the rules of the game. They come to the believe that this apology for a marketing expert right by becoming an equal and not by caring (or brighter friends on Facebook provides this service, Table or a seminar about new media, found out pyjama party dressed in dinner jackets and try is working hard on the Internet; but we know that pretending not to care) about corporate policies, at all the more so, as he has left a kind comment on that it's fashionable, and started churning out to pass themselves off as equals. The Internet in most cases his efforts are all little more than the same time being useful and ready to help your the latest news on my guest wall. Well, how could I pages on any web site, creating accounts, and forces such people out very quickly. A boss futile. existing, or your potential, client. resist turning to such a charming chap?!

april – june / №6 [18] in Figures

95 million calls were made by Kcell, Activ, and Vegaline subscribers as of March 8 5 times compared to 2010, subscribers’ activity on Nauryz increased 3,060 people a day on average provide services in Kcell Service Centers in the entire territory of Kazakhstan >80 Mbps was the speed of data transmission during LTE demonstration in Astana >6,000 people were provided with communication services by Kcell during the Asian Games 1 second is the billing increment for calls in all Kcell, Activ, and Vegaline tariffs 1 tenge is the starting price for 1 MB of mobile internet traffic under the special offer Internet Packages+ 11% satisfaction increase was measured by EPSI (European Performance Satisfaction Index), for Kcell and Activ operator services, which was the greatest operator satisfaction increase among subscribers of all services 41 projects were implemented during a two-year period via the Activ Youth Bank of Ideas social program 57 video cameras were broadcasting video images by means of 3G from Kcell to security consoles during the Asian Games 36

market

Nokia X7 Mobile Phone Subjective Review If everything was familiar and understandable in the previous models, and the possibility of using two SIM cards seemed the only difference, everything is a bit different with the present model. from a Dummy Woman This is a smartphone. And what are we expecting when pur- chasing such a ‘toy’? First of all, quick high-quality access to the Internet. Nokia X7 made my day—the phone is speedy, its windows Our column devoted to the reviewing of mobile devices continues are not freezing. It opens files of all formats. The phone is heavy-weight, but lays wonderfully in the hand, allowing the typing of SMS with one hand. If it has been incon- Part 4 venient to hold earlier Nokia models in hand, with the release of this model I understood that large sizes can still be user-friendly. Before starting I would like to repeat the principles in accordance with which this review Its user-friendliness is reached owing to the unusual form—slightly has been worked out: no technical parameters, absolutely personal evaluation, testing only bevelled edges, different from rounded or square ones. functional options (usability, appearance, ergonomic design, etc.) The glass is quite scratchproof but the screen fades in the sun For me, as for a woman, the following was essential — a handset is either appealing or not, making it quite difficult to see anything. Though, to be honest, it malfunctions or is working uninterruptedly, takes adequate photos or distorts colours and is worth mentioning that the screen is very bright, all the icons viewpoint. While the technical parameters — the screen-displays-this-many-million-colors; seemed to me even a bit larger than in the familiar Nokia N8, which memory of 8 or 32 gigabytes; functioning on the basis of Microsoft, Android, or Symbian is likely to be due to the larger screen. The release of the latest mo- operating system — do not add much. del in the X-series indicates that this is a musical and game phone. But if you are a technician and it is easier for you to understand anything in terms of The battery is the raw spot of such models. I intentionally tried figures, then all this can easily be found on the Internet, by entering the name of the appealing games, switched on vibro and sound effects at full power. The vibro model into a search engine. option is when, for example, you play racing games, the phone, or rather the racing car, is quivering in turns or when putting on the brake. By and by, having performed all these manipulations, I gave Not so long ago Nokia announced the release of its new double The SIM cards SIM models. And now, I’m holding two prototypes in my hands: are inserted in the is a radio, headphones with multi-purpose connector are available С2-00 and Х1. following way: one for the phone, but the sound volume is only regulated within the into the receiver limits designed for the headphones themselves. Bluetooth is also Let’s start with the simplest one, С2-00. case, while the se- available. The memory can be expanded to 32 gigabytes. Although A very modest design, I would even say an old-timey one. cond one goes below this ‘advantage’ is disputable — I tried to insert the 32-gigabyte The plastic material indicates that this is a low-end the battery. flash memory stick, and recommend you not do so, as it freezes phone. Notwithstanding the fact that I am a Let’s proceed to even more. Unambiguous, and one of the greatest advantages, positive person and look for the advan- the advantages. С2-00 is the battery. It works for five to seven days in case of medium tagies in everything, I could hardly find has a cool application— level usage, the same as in the early models. In general, it is very any in this device. something like a home cost-effective and designed for thrifty people, especially taking into In conformity with the aforemen- book-keeper. Here the account the ‘square eyes’ option. tioned style, in order to leave a posi- main current expenses are tive impression one has to finish with listed: transport, groceries, food, Nokia Х1 something good, so, I’ll start with the health, bills, clothing, entertain- The second double SIM mobile device. This model is of another shortcomings. ment, etc. The application offers the sort. To be more exact, unlike С2-00, which is simply a dialer, it The phone is loosely fitted and option of sorting them by periodicity: is designed for listening to music like all the representatives of squeaks. The camera has a resolution daily, weekly, monthly, and annually. X-series. It is as well tailored better—it does not squeak under com- of 0.3 megapixels, so it is better to You just need to enter the figures and set pression, and it is not loose. For testing I happened to get the device always carry along at least a snapshot the cyclic expense recurrence. After that with the red back panel. It looks quite simple and appealing. It is camera if you happen to desire to the program calculates your expenses for also here (on the back panel) that a large loudspeaker is located. capture anything. The sound is quite the month. This is very convenient. And… The sound quality is very good with the headphones as well as on unnatural, I assume it results from the horrible. Horrible, because I have calcu- the loudspeaker itself. The keys are flat, which cannot but upset resonating cheap plastic. The division lated how much I am spending per month. I those, who like to write SMS. between the keys is indistinct resulting in suggest the manufacturer call this application There is no camera. But it’s better to have none than the frequent mistakes when blindly typing SMS “Square Eyes” as my eyes became exactly that camera of the type available on the C-model. Although the device messages. The phone freezes when moving from when the result was displayed. consists completely of plastics, the material is quite agreeable to the one application to another. Certainly, two SIM-cards are an advantage. There touch. But only time will show the extent to which it is scratchproof.

april – june / №6 [18] 38

the toy over to the children. The children have been racing it in keyboards at one time, but in two days I got absolutely accustomed shifts for about four hours in all. And, believe me, that is a very long to it. After testing it, I kept touching the screen of my old Nokia for time. Simultaneously the kids have tested the gaming and sound quite a while. qualities of the handset themselves. They have been thrilled to But I was surprised that the same as in the Е5, notwithstand- pieces. And it goes without saying that in this kind of entertainment ing the availability of a touch screen, the abundance of control they are greater experts than we are. To make a long story short, Х7 keys have been retained in this model: disconnect, connect, menu, has acquired in this regard a sure grade of ‘A’. home, calendar, contacts, messages, and a joystick. As for me, The camera: Has no auto focus, is not really impressive, not- they would better enlarge the screen a bit, removing everything withstanding the availability of dual LED flash. except the joystick, disconnect and connect keys. Such a removal But what is the most unhandy in this gadget, is that a SIM card operation would have made it possible to enlarge the screen, and and a flash memory stick are to be inserted under a cover. Usually, consequently to enlarge the icons. It is worth mentioning that the with this type, the manufacturers provide a cover with a strap. But symbol order has been changed. So now the punctuation characters this is not the case with X7. I will explain why this is not handy. do not require typing on the functional keyboard, making it more After testing the camera I decided to remove the memory device user-friendly. and insert it into the PC using an adapter. And of course I dropped Also I liked the hands-free talking option. I understand that the cover which is not much larger than a fingernail. The quest this option is not a new one, but in the previous models, even those lasted for about 15 minutes, during which I experienced extreme from the X-series, the audibility was low. emotions. This situation can easily occur with the SIM card as well. I could not but be gladdened by the fact, that almost the whole Of course, when the phone comes off the shelf, the service centres phone, including its back panel, is metallic. The manufactu- are likely to get the delivery of these parts up and running, but this rers often leave the edging strip metallic or pseudo-metallic, while situation might have been avoided by attaching a simple strap. covering the battery with plastic. This is not the case here. By the The conclusion—this is an all-around gaming and music way, the battery is detachable, which provides an opportunity for its phone with quick Internet. being changed when its service life expires. The type of keyboard lock has also changed: it is executed in So, we now reach the model which the form of a slider bar, the same as in touchphones. This is very I would take for myself, namely Nokia Е6. convenient. E6 is in point of fact E72 plus a sensor screen. An excellent mes- The camera has a resolution of 8 megapixels, without auto senger, an excellent assembly, an appealing appearance, a super focusing. But I pardon this deficiency for its user-friendliness. assembly, and an ideal business assistant. In general, the E6 is a workhorse, which it is not shameful to A hybrid keyboard combines the conveniences of the qwerty set on the table accidentally on purpose, and the hybrid keyboard, and virtual keyboards. In the beginning it is unusual to use the two to my mind, is likely to find a lot of admirers. ●