Yerevan /Mediamax/. Interview of Anush Begloyan, Head of Public Relations Service of “ArmenTel” CJSC (Beeline brand)##, to Mediamax agency and Banks.am portal.

- Beeline announced about the commercial launch of 3G mobile connection service. What are the preliminary results and what is the demand for 3G services, demonstrated by subscribers?

- The pilot launch of 3G network took place in July, 2008, and a few days ago we announced about launching the network into commercial exploitation. Even in pilot mode, quite significant interest was registered for the new opportunities, taking into account the fact that the network coverage is yet limited to Yerevan and one should have a cell phone with particular technical parameters, supporting 3G standards, UMTS or WCDMA, to use the network.

Basing on the innovation spreading theory, one can say that during the test launch of the network we managed to cause interest among a particular part of the target market, the so-called “innovators” and “early followers”. This group of consumers represents well-educated people, having many sources of information, being social leaders in Armenia. So, from this point of view, we can consider the testing of the network successful.

- Are there statistic data as to the number of subscribers, who regularly use 3G services?

- I would like to outline in a few words the tendencies for 3G standards’ use in the world. The history of third generation (3G) mobile connection goes back to almost 20 years, starting from 1990, when the International Telecommunication Union (ITU) took up the elaboration of the IMT 2000 standard.

For the first time, 3G commercial network was launched in Japan in 2001. In Europe, the launch of 3G networks started only in 2003. When in early 2004 Harris Interactive analytical company held a survey among mobile connection users in a number of European countries, it turned out that 49% of subscribers were not even interested in using 3G networks, and 55% were sure that the 3G services would be very expensive. At that in the market, where the first launch of the network was realized, that is in Japan, an absolutely different situation is registered. The largest operator in Japan, NTT DoCoMo, is the world’s leader as to the number of subscribers, using 3G services (as of March, 2007, over 30mln out of the 55mln base of the operator’s subscribers).

Of course, in Armenia, the given service is absolutely new, and the level of its popularity among subscribers reminds the European tendencies of the first years of 3G launch, but one should take into account the fact that interest towards technical and technological novelties is characteristic for the Armenian consumer. This is why the number of subscribers already demonstrates stable growth tendencies, which, undoubtedly, will be consolidated simultaneously with the penetration of cell phones supporting next generation standards into the Armenian market.

- When does Beeline plan to expand the 3G coverage zone?

- It is provided to expand the network in the nearest future for it to cover whole Yerevan. Unfortunately, the difference between technical equipment of the Armenian capital city and the regions is quite significant, thus in the nearest future “ArmenTel” will try to reduce this gap by means of its other projects. However, it is necessary to realize that the technologies are developing with lightening speed, and the producers of network equipment are already being guided by 3G in their further elaborations. And this means that the demand for 3G will grow, and the connection of the country’s regions to the network may turn out to take place not in the furthest future.

- What additional services (besides high-speed internet and video-calls) may be available for Beeline subscribers in the nearest future?

- 3G technology has a few advantages over the technologies of the second generation. Besides high-speed mobile internet, 3G also allows unloading the GSM networks in places, where they work now to the limit of capacity (if sufficient penetration of 3G-cell phones is present). The opportunity of high-speed mobile internet itself opens up many opportunities in future.

In particular, “VimpelCom” is already providing the service of “mobile office” in Russia. “Mobile office” is a complex solution for access to corporate resources and internet using a notebook. This access is secured anywhere round the world, where 3G functions. We assume that this service may be of use and interesting for the Armenian consumer. One should also note that 3G opportunities open up completely new technology horizons. So, one of the latest tendencies of 3G use in the whole world is mobile television. Mobile television requires very progressive technologies both in the sphere of connection and in the sphere of television; however, taking into account the fact that the Armenian government has already announced the start of television digitalization, media convergence may take place quite soon.