T-Mobile UK - t-zones for T-Mobile int.

• The Time is Right - T-Mobile initiates comprehensive launch of next wave of mobile data products to significantly accelerate usage
• Usability is key- New icons and introducing the    t    as the gateway to usability, with focus on 3 new handsets, for April launch
• Services are king - Best in class messaging suite, first to market with video messaging, state of the art downloads, and new t-content channels
• Partnerships build the industry - 4 new partnerships with committed industry leaders
• Affordable data services for all - New range of simplified highly attractive tariffs  to be introduced across the T-Mobile group
• Call to action t-zones campaign to begin first week of April

T-Mobile, today announced a comprehensive, all-out campaign
to significantly stimulate mobile data usage, calling out that "the time is right". Endorsing the belief that a consumer-centric strategy is essential to the success of this market,T-Mobile today announce that they will launch a communications campaign, beginning the first week of April. This campaign will be geared towards accelerating usage, featuring new services, a much improved user experience and exciting new handsets with the aim to deliver to consumers a reliable, relevant and compelling experience. 

Rene Obermann, Chief Executive, T-Mobile, comments, "We are pursuing our vision of making mobile multimedia applications available to as many people as possible at affordable prices.  In just one year, we have created an international, integrated multimedia company, allowing us to exploit economies of scale and making us more competitive.  Our aim is to push wide open the door to the mass market for T-Mobile Multimedia."

The marketing campaign is developed on 5 key elements of a highly focused consumer centric approach. The first element is that of usability; usability will be enhanced by introducing hard and soft access keys to t-zones, the introduction of new icons and, in the future, customers will be given the opportunity to download personalised user interfaces and arrange their own icons to ensure services are fun and easy to use.

"t-zones easy access" will be introduced across three handsets for the April launch (the Nokia 3650, the Samsung V200 and Panasonic GD87). More handsets will be introduced in the course of the year. In additon to these handsets, the t-zones portal works effectively on some 95% of the T-Mobile handset portfolio.

The second key element revolves around pioneering new services. T-Mobile's product strategy is focused on three core components, info-tainment, entertainment and messaging. T-Mobile is further enhancing its messaging portfolio by adding video messaging and video downloads to its comprehensive suite of messaging services and will be the first to market. With access to all forms of mobile messaging, and now offering key brands from the fixed line arena such as T-Online, MSN and t-email,T-Mobile has the broadest suite of messaging in the industry.  On the entertainment side, T-Mobile offers personalized downloads via its international download centre, which will form the basis of its online gaming initiative with Nokia N-Gage. To further enrich the t-zones offering, two new t-channels will be introduced, namely t-movies and t-shopping.

Partnership is the cornerstone of the data strategy. Four partnerships are being announced today. Aligned to its focus on entertainment, T-Mobile is announcing two new co-operations today in this category: MTV and Universal Mobile which will both enrich the t-music and t-movies channels significantly. These international content partnerships will be complimented with local national deals, such as with those with major brands as Spiegel, FAZ, n-tv, Bunte and Bild in the German market. T-Mobile believes we need to create an eco-system with industry leaders who have a sustained commitment to mobile data.

The partnership with 3G LABS will enhance the usability experience by developing new T-Mobile branded and interest specific interfaces allowing consumers a more personalised and easier experience.

In addition, T-Mobile will work with Research in Motion to bring the first "prosumer edition of BlackBerry" to its markets, endorsing T-Mobile's commitment to the messaging category. The "Prosumer RIM" is an example of T-Mobile's  belief that applications and devices will diverge based on user needs. All four co-operations will accelerate the industry pace as T-Mobile will be first to market with these services.

Nikesh Arora, Chief Marketing Officer, T-Mobile, comments, "Our commitment to making and shaping this mobile data market has been both relentless and passionate; this is a marathon and not a sprint: We have developed critical mass in the last two years- we have been cautiously optimistic and above all sensible.  Our partnership approach with a consumer centric strategy will ensure we are the market makers and shapers. All pre-requisites are in place, the industry is ready for the take-up of data services."

The fifth essential element will centre on introducing new attractive mass market tariffs for mobile data services based on both gprs and umts platforms. The wave of new pricing will begin in Germany and will roll out into all markets shortly thereafter.

Advertising and promotional activities will break across Europe from 4th  April 2003 to stimulate consumers to use these services. The t-zones campaign will be focused on stimulating usage for getting the users more and engaged with the services.  Such a comprehensive approach re-affirms that T-Mobile is on track with its mobile data strategy.

About T-Mobile International
T-Mobile International is one of the world`s leading companies in mobile communications. As one of Deutsche Telekom`s four strategic divisions, T-Mobile concentrates on the most dynamic markets in Europe and the United States. By the end 2002, almost 82 million people were using the mobile communications services provided by companies in which T-Mobile or Deutsche Telekom have a majority or minority stake. And all that over a common technology platform based on GSM, the world`s most successful digital wireless standard. This also makes T-Mobile the only mobile communications provider with a seamless transatlantic service.

For further media information, please contact:
T-Mobile International Press Office : Tel +44 208/762 5116, JiĹ™í Hájek - TMO-CZ +420603620130 or
Elaine Devereux, Tel: +44 208/762 5046

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T-Mobile Czech Republic, a member of the international telecommunications group Deutsche Telekom, has almost 6.2 million customers, the number-one operator in the Czech market. T-Mobile is an integrated operator: in addition to telecommunications services, it offers comprehensive ICT solutions not only for companies, but also for other organizations and individuals. It provides outstanding services in the high-speed network, which was proved repeatedly by benchmark testing performed by umlaut (former P3) with Best-in-Test seal.

T-Mobile Czech Republic places emphasis on taking a responsible approach to the environment and society. It adheres to fair business practices, helps beneficial applications and services to see the light of day, supports non-profit organizations, small businesses and individuals, and lends a helping hand whenever crisis situations arise. The company’s employees serve as volunteers in many places across the entire Czech Republic.

More information about the company is available at www.t-mobile.cz, www.t-press.cz (the portal for journalists) and www.t-mobile.cz/pomahame (information on the company’s CSR activities).

Contact details of the press unit: press@t-press.cz.