A Global Cellular Industry Perspective Neil Walker Product Manager, Television & Video

Current UK Services

15 channels online 4 live channels 11 loop channels Length between minutes Continuous updates Highlights from main programmes Single content not longer than 10 minutes Biggest soap in Germany exclusive on Vodafone Special events “Making of” specials for blockbuster movies 2 full-length movie releases Realtime broadcast of major TV shows New channels upcoming (e.g. Kids, Extreme Sports, Serials)   4 live channels   10 loop channels   Event channels   4 live channels   10 loop channels   Event channels MobileTV Channels German Services

Berlin DVB Trial Technical TrialTechnical Trial Multiplex 59 with portable indoor coverage available used for trialMultiplex 59 with portable indoor coverage available used for trial Two public transmittersTwo public transmitters Mobile Reception on the MoveMobile Reception on the Move Market Potential of 3.05 million customersMarket Potential of 3.05 million customers June 2004 for 12 WeeksJune 2004 for 12 Weeks Trial DevicesTrial Devices Nokia 7700Nokia 7700 Philips HoTMAN2Philips HoTMAN2

Mobile Television is not Proven High Uptake Product Penetration Low Uptake Time Medium Uptake Qualitative Illustration

Options for Delivery 3G unicast Costs per capacity GPRS unicast Usage Improved 3G Broadcast Qualitative Illustration

Economies of Scale Private Networks Cost of Increased Coverage Population Coverage Shared Networks Qualitative Illustration

We Live in A Multi-Channel World The UK Perspective Sky Digital200+ Channels Freeview30+ Channels BBC Digital Services Radio6+ Channels Television7+ Channels DMB Multiplex4+ Channels DVB-H Multiplex25+ Channels 3GUnlimited

Advanced Services MobileTV streaming (today) Live, mass-media MobileTV On-demand Personalised € Download € Voting € Service Subscriptions € Voice One:One One : Many

In Summary Mobile Television is popular, but is yet to be proven as a “Killer App” Linear playout is increasingly conceding viewing time to video-on-demand and premium interactive services Most Vodafone mobile television services have or aspire to having 20+ channels The UK has a history of shared broadcast infrastructure

Thank You Neil Walker Product Manager, Television & Video Vodafone, United Kingdom +44 (0)