CHINA Mobile will display its most cutting-edge technology, host the most exciting exhibition and offer the most considerate service during the six-month duration of the World Expo 2010, which opens on Saturday.

Shanghai World Expo is bound to create a series of records, including the longest span of 184 days, the largest number of visitors at an expected 70 million, the biggest number of exhibitors at more than 200 and the largest display area of 52,800 square meters.

China Mobile is the global partner of the Expo and the main builder of the Information and Communications Pavilion, one of the largest corporate-built pavilions of the event, and the telco is committed to show off the most exciting exhibition, the most cutting-edge technology and the most considerate service.

The most cutting-edge technology, TD-LTE (time division-long term evolution), is 40 times faster than any existing 3G network.

During the Expo, China Mobile will answer the three basic questions and turn its commitments into a visible and tangible reality for every visitor:

- How can we present the seemingly cold and boring information and communication technologies vividly to the visitors?

- How to highlight our self-developed TD-LTE technology and services?

- How to provide customized and convenient mobile communication services to 70 million visitors during the world's largest Expo?

Expo stage

The Expo is a grand stage to inspire people's creativity and active participation and to encourage people to promote their new concepts and new technology in front of a global audience.

In fact, Shanghai World Expo offers the stage to display TD-LTE. It allows China to trumpet the country's independent innovation through the cutting-edge TD-LTE, or 4G.

"With the completion of the TD-LTE demo network, TD-LTE has entered a new era of development", Wang Jianzhou, China Mobile's president, said at the TD-LTE network demo ceremony on April 15.

China Mobile has set up the world's first TD-LTE demo network covering the entire Expo area. It consists of 17 TD-LTE outdoor stations and indoor coverage of nine pavilions, seven in Pudong and two in Puxi.

Theoretically, the peak download speed of the TD-LTE network is up to 100Mbps (megabits per second), and 50Mbps for upload, faster than any existing commercial 3G network. Meanwhile, several "high-definition" TD-LTE applications will begin this year to verify the technical advantage of TD-LTE, such as HD video surveillance, HD video on demand and HD navigation.

It is noteworthy that TD-LTE is the decisive technology of the home-developed TD-SCDMA 3G standard, and its intelligence property rights belong to China. As an important component of China's strategy to promote self-development and innovation to build an innovative country, the TD-LTE technology can fully meet mobile users' demand for broadband. With support from the government and China Mobile, companies have invested heavily to ensure the successful debut of TD-LTE in Shanghai.

Wireless city

The advanced technology and leading performance indicators will provide rich services, applications and high-speed experience. With 40 times the speed of any existing 3G network, users will no longer encounter lagging when using mobile TV, listening to mobile music and downloading mobile games applications.

On handsets, images will be extremely smooth, clear or even of high-definition and downloads will be completed in just one second. The most exciting exhibition: from the dream of the Information and Communications Pavilion to a wireless city.

Do you want to know what the little penguin is saying? What about painting with Van Gogh? China Mobile and China Telecom will guide visitors on a dream journey in the pavilion whose theme is: "Information and Communication Extending City Dreams."

Once visitors step into the outdoor dream garden of the pavilion, they are brought on an exciting dream trip of urban communication. All visitors can try out the multi-dimensional network through the pavilion's unique device called Information Communication Terminal. The story from dreams to the future is conducted by "Gudu" and "Jiling", a pair of vivid and lovely elves which are the pavilion's mascots. They have a wonderful "magic" of information and communication, which can make any vision come true.

The pavilion is located in Puxi among other corporate pavilions of the Shanghai World Expo. It has a total construction area of 6,196 square meters, which makes it one of the largest corporate-built Expo pavilions. The pavilion will provide audiences with a dream experience of information and communication. Its design is based on the history of the world's information and communication technology, and it strives to explore and demonstrate the blueprint for urban communication in the next 10 or more years.

In fact, the wireless dream presented in the pavilion is not beyond reach. From everyday mobile news, mobile navigation, handheld stocks trading, to city remote monitoring and intelligent traffic monitoring, China Mobile Shanghai branch has already slowly improved the city's image as a metropolitan through popularizing a series of applications.

Convenience is key

"Consumer-oriented Service" has always been the key word among China Mobile's applications. Services which are closely related to daily life, such as mobile wallet and Duixintong (a queuing tool for bank and hospital services), have attracted extraordinary attention thanks to their convenience. Phrases such as cell phone bank, mobile securities and handset insurance are no longer strange terms to consumers. These innovative mobile applications have become a part of citizens' daily life and help the city's goal to be a "global finance and shipping center."

In addition, small and medium enterprises and government departments have gradually benefited from the "Wireless City" project. China Mobile will provide SMEs with free trial period for the information platform, allowing enterprises to gradually find the IT services that suit them best and saving them money. The SMEs can cut daily communication costs with preferential tariff and designed packages.

The most considerate services: to establish an international service platform in Expo to serve domestic and overseas visitors.

Organizers, exhibitors, visitors, media, volunteers, and other special groups from all over the world will flood into Shanghai. It's important for the mobile communication industry to provide a satisfying service for visitors. Shanghai Mobile has promised to provide the "most considerate services" for the World Expo.

Shanghai will be welcoming more than 1 million overseas visitors during the 2010 World Expo, the Shanghai World Expo Bureau said. Hotlines in English, Japanese, German, Spanish, Arabic, French and Korean as well as one in the Cantonese dialect are already working.

The 10086 service hotline has cut the waiting time to 15 seconds from 30 seconds. China Mobile has sufficient staff to provide mobile service consultations, Expo information, traffic suggestions, information about Shanghai and instant translation for foreigners and other people.

In addition to foreign call centers, China Mobile has also launched multi-channel and multi-lingual international services, such as cooperation with overseas operators, offering back-up cards and devices and an Expo International SIM Card to meet the demand of foreign visitors.

on mobile services for overseas visitors:

1. Foreign language services

In more than 100 outlets, Shanghai Mobile provides bilingual services in Chinese and English. A foreign language call center, which provides multilingual services such as English, Japanese, French, German, Spanish, Arabic and Korean can be accessed through telephone sets in service halls where bilingual services are not available.

2. Bilingual customer service managers

They are capable of offering comprehensive communication and mobile product solutions to organizers, exhibitors, media clients and volunteers, as well as bilingual face-to-face services.

3. 10086/12580 instant translation and services in eight languages are put into operation

During the Expo, 10086 and 12580 phone hotlines will provide customers with instant translation services concerning various aspects of basic necessities such as food, shelter and traffic. English, Japanese, German, Spanish, Arabic, French and Korean language hotlines will be fully operational. A Cantonese dialect service hotline will also be available.

4. Device and card renting services

Rental of mobile phones, SIM cards, net cards and 3G netbooks are available in Shanghai Mobile's outlets at the Expo site as well as downtown areas and VIP rooms in airports.