1. LTE and the customer’s perspective…
H.Tolga Gedikoglu
JSC ALTEL
Vice President Commercial Divisions – LTE
LTE Forum 2013| Istanbul

2. 2
Our Country , Our market…

3. -
3%
6%
9%
12%
15%
0
500
1,000
1,500
2,000
2,500
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
Penetrationofpopulation
MBBSIMs(thousand)
MBB - 3G MBB - LTE MBB penetration of population
Kazakhstan MBB market ALTEL is the first Kazakhstan mobile operator since 1994
ALTEL is the first 3G operator since 2010
• Total population 16.9 million
• Territory 2,724,900 sq. km
• Population of Astana & Almaty 2.2 million
• Territory of Astana & Almaty 1,062 sq. km
Summary of fixed and mobile broadband service
availability
[Source: Analysys Mason, 2012]
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
0
5
10
15
20
25
30
35
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
Penetrationofpopulation
SIMs(million)
Handset subscribers MBB subscribers Mobile penetration
Mobile broadband SIMs in Kazakhstan, 2010–2021 [Source: Analysys Mason, 2012]
Mobile handset and broadband SIMs and penetration in Kazakhstan,
2012–2021 [Source: Analysys Mason, 2012]

4. ALTEL is the first 4G operator since December 2012
4
Almaty Astana

5. GAMING
1%
HTTP(video,
browsing, Yotube)
61%
OTHER
4%
TORRENT USAGE
32%
STREAMING
1%
VOIP (Skype, SIP)
1%
Our users’ experience
5
0
50
100
150
200
250
300
EV-DO (1Mbps) 3G (5Mbps) 4G LTE (20Mbps)
Online video; Number of downloads per 24 hours
0
5000
10000
15000
20000
25000
EV-DO (1Mbps) 3G (5Mbps) 4G LTE (20Mbps)
Music; Number of downloads per 24 hours
0
50000
100000
150000
200000
EV-DO (1Mbps) 3G (5Mbps) 4G LTE
(20Mbps)
Photo; Number of downloads per 24 hours
0
100000
200000
300000
400000
500000
EV-DO (1Mbps) 3G (5Mbps) 4G LTE (20Mbps)
Email; Number of downloads per 24 hours
ALTEL4G usage during one month
period

6. Various touch points for our Customers
Quality of mobile internet
for various needs
6
Comfortable internet
usage
Prices and tariffs
Payment
User equipment
Personal
account and
site
Sales points
Call center
Company image
Customer services

7. 7
Is this “the Formula” for us ?

8. 8
Various Customer Perspectives !

9. 9
85% of indoor
coverage
More than 95%
time in online
mode
Average speed
50+ Mbps
connection
manager
software
Sufficient coverage Speed
Simplicity of usageStability
Perspective: How Internet works in my area?
Expectations
Achievements

10. 10
Prices and tariffs
 Volume based
 Speed based
 Usage based
 Single vs. Variety
 Limited “Unlimited”
 All means
 All types
 All the time
Perspective: What do I pay and How do you want me to pay for
the services?
The
choice
Payment

11. Perspective: When I need something, it should be Easy to reach & easy
to understand ?
11
o Sufficient amount of
information
o Usability
o Clear user-friendly interface
o New services promotion
o Subscribers feedback
Web site
Personal Account
o Personal Financial & Operational
information
o Extended info on account and services
o Statistics
o Online payments
o Purchasing new VAS services
o Easy connection to operator

12. 12
Usability
Reliability
Functionality
Good price
Small Size
Cool design
Perspective: How are the functionality of devices ?
What I want?

13. 13
Perspective: Where can I find you and how do you sell differently ?

14. Perspective: Where am I now and where will I be ?
14

15. 15
So what we say is ;

16. Enhance the Customer experience through :
Mandatory offers
for customers
Quick
benefits
Long – Term
benefits
Competitive
advantages
Target Area
Campaign, Smart
deployment
Promo with
top-up
terminals
Coverage
campaign
Reactivation
campaigns
Today’s service is better than yesterday,
it will be much better tomorrow
Coverage
Offers
Consistency
Speed
Internet is as necessary as air
New Devices introduction &
campaigns
ALTEL retail
engagements zones
4G vs. 3G
ALTEL wants to be the best in MBB
market among all other competitors
New sales
mechanism with free
of charge first day
Motivation Program
for sales force
Do not buy it, simply try it!
We are building the best
company. So, we need “THE”
people
ALTEL working
environment is the best
Office is much better
than I thought.
We will be “THE ” company in this country
Series of tailored
communication
campaigns
Events and promotions
Corp Com, community education &
build up, interactive strategies
Life style &
attributes
Brand building

17. Key learnings are …
Expectation
17
Dependency
Consistency
Availability
Overpromise
Bundle
Volume
Observe
Listen
Talk
Plan
Live like your customer
Organize

18. 18