Market Overview. IPTV World Forum. IPTV World Forum Latinamerica. Werner Schuler Schutz, Telefónica Internacional

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1 IPTV World Forum Werner Schuler Schutz, Telefónica Internacional Rio de Janeiro, january 2007

In Latam,, Pay TV business is a mature market, with platforms and services already established

.. Market share leaders (main countries): Colombia CABLE CENTRO 20% of market share 290 K

share * 2,000 K clients Perú - CABLE MÁGICO M 94% of market share 500 K clients Chile - VTR

2 In Latam,, Pay TV business is a mature market, with platforms and services already established (cable, DTH, MMDS)... Market share leaders (main countries): Colombia CABLE CENTRO 20% of market share 290 K clients México - CABLEVISION 20% of market share 490 K clients Brasil - NET 48% of market share * 2,000 K clients Perú - CABLE MÁGICO M 94% of market share 500 K clients Chile - VTR 84% of market share 780 K clients Argentina G. Clarín 53% of market share ** 2,500 K clients (*) Includes Vivax (**) Includes Multicanal & Cablevisión Source: Telefónica Analysis 2

3 ...with high levels of service, added to an exponential growth of o Broadband accesses Total country SP Pay TV penetration (2006) 52% 11% 22% 43% 10% 25% Broadband penetration (2006) 14% 17% 19% 6% 7% 8% +43% +46% +32% +100% +100% +75% Broadband penetration (2009 E) 20% 24% 25% 12% 14% 14% Source: Telefónica Analysis / Yankee Group / TIA For 2009, Broadband penetration in the A-B1 segments (in high density countries) will be in order of 80%, and 20% in the B-C segments 3

4 IPTV service is no longer an utopia; it has become a reality and a competitive differentiation worldwide... In Latinamerica, IPTV is presented as the INTERACTIVITY solution for the Pay TV market against other platforms 4

5 ...that allows Broadband and interactivity services evolve, along g with a competitive offer Broadcast y Premium Content Plattform CAPEX Commercia l offering Network 2,0km > 2,0 km ADSL central Services STB s Interactivity: VoD PVR Time Shifting... 5

IPTV is an evolution of TV offerings and content, based on a personalized and total flexible

.. FREE Monthly fee Pay per use Free to air TV Pay TV (channels bundled) Personalized TV

6 IPTV is an evolution of TV offerings and content, based on a personalized and total flexible business model... FREE Monthly fee Pay per use Free to air TV Pay TV (channels bundled) Personalized TV (personal, flexible & a la carte ) AIR CABLE - MMDS - DTH IPTV 1950 s s 1980 s s 2000 s -??? CONTENT Massive channels for all audiences, organized by ratings 24 hours - Thematic channels with a unique concept for a market niche Segmentation 1 a 1: Personalization Video on demand Canales a la carte Advertising Model Advertising & monthly fee Model Novel business Model 6

...leveraging its effectiveness in the interactive services

Broadcast + Premium & PPV INTERACTIVITY Video on Demand My

Documentaries News Intelligent EPG Video Recorder Time

7 ...leveraging its effectiveness in the interactive services potential inside a bundled offer BASIC SERVICE TV & audio Broadcast + Premium & PPV INTERACTIVITY Video on Demand My TV Value services + + Movies Shows Sport games Documentaries News Intelligent EPG Video Recorder Time shifting Mail TV Chat TV Web TV Video Conference on line Magazine T-commerce 7

8 The IPTV main services have the challenge to become the new face of television inside a convergent world and client oriented... IPTV advanced services examples: TV caller ID T-Commerce Locator for Family Finder My View TV 8

constantly evolving toward a full interactivity experience inside a more-connected home enviroment TV Front-end (Dynamic interactive contexts) 20 10 0 10 20 30 40 Upstream

Ubiquity Network devices Laptop 3G SIP Presentation Menú Mensajes & GIS Back-end Enablers: Rating & billing Pay methods Pressence Autentication Big files sharing HDTV VOD

9 constantly evolving toward a full interactivity experience inside a more-connected home enviroment TV Front-end (Dynamic interactive contexts) Upstream Downstream Content Digitalization Car Video Normal Mobile T/M-Communication T/M-Entertainment T/M-Health-care T/M-learning T/M-commerce PDA Desktop Technological trends Ubiquity Network devices Laptop 3G SIP Presentation Menú Mensajes & GIS Back-end Enablers: Rating & billing Pay methods Pressence Autentication Big files sharing HDTV VOD Storage Interactive Games Web hostage Video phone, conference SDTV, VOD Files sharing Real Time SDTV Web surfing Simplified customer experience Flexible & efficient processes 9

10 Telefónica has launched, in Spain, an IPTV service more than three years ago with encouraging results... Contribution in the market growth in more than 600,000 subscribers 380,000 clients in two years Important performance in Net gain clients in ,07% ,9% ,0% 12,6% ,0% 58,69% Net gain Share ,31% Others Imagenio ,0% 0,3% % 2006 dec-04 dec-05 dec-06 Imagenio Others Fuente: Telefónica / Jupiter Research 10

11 ...efficiently redistributing the operation revenue mix, oriented d in Broadband profit value Revenue base evolution Telefónica de España: 100% 80% 75% 61% Conventional voice 60% 40% 20% 0% 14% 29% 9% 9% 2% 5% Broadband Data IT Source: Telefonica / Pyramid Global Executive Briefings The business model evolves constantly while fixed revenues decrease. Broadband provides convergent services that are reflected in a constant growth in revenues 11

In Latam,, IPTV should be developed starting from A-B A B segments and continuing to the lower income segments Example - City map with the different SES: Medium & Low SES homes have low Pay TV

12 In Latam,, IPTV should be developed starting from A-B A B segments and continuing to the lower income segments Example - City map with the different SES: Medium & Low SES homes have low Pay TV penetration. Priceattractive offers will prevail in order to increase the penetration in these segments It s in high-value households that IPTV has the opportunity to have an efficient launch. Two are the key factors for this matter: the network is ready for IPTV s demand and the segment values the different proposals of the service HIGH SES MED. SES LOW SES 12

offer o for new subscribers, specially to the lower income

13 For Telefónica is important to launch IPTV in countries where we have operations, adding value to our clients and expanding our offer o for new subscribers, specially to the lower income segments... Between 2007 & 2008 and with a competitive Triple Play offer: 13

14 ...and positioning as one of the main players in the new era of digital audiovisual services in Latinamerica... Revenues in short term in South America will be aprox.: US$ 1 billion 50% basic packages, 30% content on demand & 20% T-commerce 2009 projection Source: Team Analysis 14

15 ...and contributing with the information society growth, strengthening the communication and entertainment in the future advanced digital home Internet Audio HIFi Broadband Videogames PC Residential Gateway VoIP telephone Camara Periferics 15

16 Thank you Thank you

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