PDF Presentation - Uplinq

Reverse PitchJack PhippsSenior Manager of Platform ManagementU.S. Cellular®

Quick Overview• 6 th largest U.S. carrier– 6.1 million subs (5.6 million Brew®)• 27 years old• Retail footprint in 26 states– Midwest (from WI down to TX)– Northeast (VT, NH, ME)– Mid-Atlantic/SE ti (NC, SC, WV, VA, TN)– Northwest (OR, CA, WA)• EVDO network covers 98% of all subscribers2

• Handset platformsHandset Base– Brew® (LG, MOT, Samsung)– BlackBerry®– Windows Mobile® (HTC, Samsung)– Android (soon)• Roadmap– Launching Brew MP handset later this year– Similar trends as rest of industry (smartphones)3

Application Catalog• Dynamic mShop deployed on nearly all handsets• Maintain ~200 apps on catalog– Games & Entertainment– Tones & Wallpaperp– Internet, Tools, & Info– Connect with Others• Refreshed twice/month– Banners– Categories, items, & placement4

Data Usage Spans All AgesApplication download categories by age group18‐24 25‐34 35‐44 45‐54 55‐64 65‐74 75+0% 20% 40% 60% 80% 100%MCBEE To GoGamesGPSMobile InternetCity IDRingtonesWeatherringtones, wallpaperwallpapersRadioTV5

Our Developer Relationships• PARTNERSHIP– Almost all of our partners havea dedicated team to work with:• Product Manager• Vendor Manager• Business Development• Product Developer, Test Lead,Platform Manager– Very robust test process (after TBT completion)6

Our Developer Relationships (cont’d)• Business Models– Shared risk/reward, the rest is negotiable– Examples:• Pricing• Standard Brew® DAP/retail arrangement• Direct invoicing (zero DAP)• Third-party billing– Whatever makes the most sense• Free, Demo, One-time, Fixed Duration, Subscription,microtransaction7

Examples of Success:• My Contacts Backup application– Perfect alignment with the U.S. Cellular focuson customer satisfaction– Provided for free (completely) to all customers– Preloaded on all devices– Quote from Asurion:“Asurion Mobile Applications has been extremely fortunate in the long-standing g andsuccessful relationship it has had with US Cellular. They are a customer driven company,and have high-standards, but will partner with you in delivering a product that meets theneeds of their subscribers. Furthermore, US Cellular has been a great partner in drivingthe growth of our product through marketing, point-of-sale initiatives and distribution. Welook forward to building on our relationship with US Cellular in the future.”8

Examples of Success:• Tone Room Deluxe application– Combined ringtone/ringback storefront• First of its kind in U.S.• Simplified pricing, more flexibility (better forcustomer)• Ensure recurring revenue stream for ringtonesas well as ringbacks (better for business)– Customer experience same across allhandset types– Third party billing– Preloaded on all devices9

Marketing and Discoverability• Preload (across ALL platforms)• Demo period• Handset home screen links• Catalog placement• mShop banners• Bundling (Brew® Groups)• uscellular.com com (updates with catalog), and other online• Print (bill inserts, promo catalogs, phone screen images)• In-store (product wall, phone bar, flyers, discovery cards)10

What We’re Looking For• CUSTOMER EXPERIENCE– Make our customers’ lives better– Quality (our expectations may be different than others’)• Reliable partner– There when we need them– Secure data management• Flexibility– Willing to consider different approaches– Willing to partner on support11

Have an Idea???• Let us know:– Jennifer Micek, Director of Product Strategy &Development• jennifer.micek@uscellular.com– Jack Phipps, Sr. Mgr., Platform Mgmt• jack.phipps@uscellular.com12