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24,380 19,040 10,860 53% of total population (46,000) 366 731 1,634 3,103 1995 1996 1997 1998 1999 2000 2001. 12 62
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ADSL modem CO COC CO DSLAM B-RAS KORNET Internet network CO CO 64
March. 2002 - reach 4million Feb. 13, 2001- Number of Subscriber Exceeded 2 million As of Dec, 2001 - Number of Subscriber Exceeded 3.86 million Sep. 2000 - Number of Subscriber Exceeded 1 million June.2000 - positioned as #1 in M/S Jun. 1999 - Launch of Commercial Service 1997 - First Trial Service(1,500 subscribers) 65
12000 10000 8,187 9,843 11,004 11,644 11,919 8000 6000 4000 3,980 KT (3,858, 49.4%) 2000 0 14 259 Hanaro (2,059, 26.4%) Thrunet (1,302, 16.7%) Others (596, 7.5%) 1998 1999 2000 2001 2002 2003 2004 2005 66
Traffic Trends Total Traffic in June 2001 rised 35% compared to Dec. 1999 ADSL occupied 33% of total traffic 991 1,123 1,073 Traffic Comparision between ADSL & Dial-up ADSL Dial-up remark Highest speed 2M 56K 35times Designed Traffic speed per user 15K 1.2K 13times Average speed 1.1M 35.9K 30times 1,023 890 2 Total Traffic 1,388 Voice 766 ADSL 462 1994. 12 1995. 12 1996. 12 1997. 12 1998. 12 1999. 12 2000. 12 2001. 6 67
Huge Demand Education fever Cyber stock trading IT start-up boom Booming Internet cafe Government Policy Steady policy for developing high speed network (10 year plan) Severe Competition 5 majors and dozens of small players Low tariffs Dense Housing Pattern Cost effective deployment 47% of households is apartment complex 68
Traditional ADSL using Splitter Traditional Installation MAX. 2~3 subscribers install / a day Line expansion time from Tap to home Filter for ADSL installation time Using micro-filters Fast Installation MAX. 10~15 subscribers install / a day, per person Shorten installation time Installation cost down Description Speed Service charge Target proportion ADSL (ATM) download 2~8Mbps upload 256~640Kbps 24 $ Large quantity of housing 85.6% B&A (HomePNA) Symmetric 1Mbps 22 $ Low-cost based, Existing APT 13.4% Satellite download 1Mbps upload 56Kbps 23 $ Agricultural/Fishing villages 0.34% BWLL Symmetric 1Mbps 22 $ Blind spot, Industrial complex 0.02% Ntopia (LAN) Symmetric 2~2.5Mbps 29 $ Newly-building APT 0.64% 69
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600 500 400 300 200 100 0 1999 2000 2001 Description 1999 2000 2001 Buying Cost(US $) 574 387 132 Customer Buying Process Before Subscription Subscription After Subscription Supporting Services Service Availability Information Possible QoS Operating systems ATLAS On-time Network Set-up SDMS System Diagnosis Quick Recovery ANSWERS Performance Map Drawing TIMS ATM NMS B-RAS EMS ATLAS: ADSL Transmission Line Analysis System SDMS: Subscriber Data Management System ANSWERS: Access Network Support & Warranty for End-Resources TIMS: Telecommunication Installation Management System Help Desk Line Diagnostics After Service 71
Fast Deployment Coverage : covering 95% of total household Truck-roll Strategy Using micro-filter One stop installation team Solutions to Residential Types ADSL: most of houses Ntopia: newly-built APT B&A: APT(low-charged based) Key Success Factors of KT Branding Power Practice of Integrated Marketing Promotion focusing on capacity & reliability Procurement Side Reasonable Procurement System Reduction of equipment costs using bargaining power Customer Care System ATLAS SDMS ANSWERS 72
Bandwidth 2~8Mbps ADSL B&A Ntopia Symmetric 10~13Mbps VDSL VOD Interactive TV 20Mbps FTTH HDTV 3D 2001 2002 2003 2004 2005 Network Game Chatting Internet Banking VOD P2P Set-top Box Home Networking VoIP Working at home 73
Subscriber(1,000) 6000 5000 4000 Revenue 3000 2000 1,729 Booming of Multimedia Business # of subscribers 4,900 3,895 1.3 0.89 Revenue:Bill. US$ 1.8 5,620 18 16 14 12 10 8 6 1000 0 0.2 2000 2001 2002(E) 2003(E) 4 2 0 74
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