Our average revenue per user per month decreased from NT$653 in 2009 to NT$643 in 2010 due to  increased price competition with our competitors. The decline in average revenue per user in 2010 compared to  the previous two years has slowed down due to the strong promotion of our mobile internet services which leads  to the rapid growth in value added service revenues and helps to cover for the decline in the voice call revenues.  In order to continue to reduce the decline in average revenue per user, we intend to continue introducing new  value-added services and promote our 3G and 3.5G and wireless internet services.  In addition to our basic mobile services, we also offer a broad range of value-added telecommunications  and information services. In August 2001, we introduced a platform of integrated mobile value added services  under the brand name “emome.” Our “emome” services offer a broad range of value-added services, including  financial information, transaction services, emergency services access numbers, directory information, time,  weather and traffic reports. In addition, we launched other mobile value-added services, such as JAVA games,  unstructured supplementary service data, mobile internet and multimedia messaging services. After the launch  of our 3G mobile services, we began providing video phone, video-on-demand and other related 3G mobile  value-added services as well. In 2009, we successfully created a business model integrating smart phones with  customer-tailored services, promoted our mobile internet service business, created the “Hami” value-added  service platform and led the industry in providing e-book service and Hami Apps service. In addition to creating  additional sources of revenues, we believe these services enhance customer loyalty and satisfaction and increase  mobile traffic. Revenues from mobile data services represented 9.7%, 11.8% and 15.1% of our total mobile  services revenues in 2008, 2009 and 2010, respectively.  Due to substitution by mobile services and a decline in demand for our paging services in recent years,  beginning in February 2007, we started downsizing our paging services by limiting access to certain telephone  prefixes. We are planning to discontinue our paging services in the near future.  We engage in the distribution and sales of mobile handsets for use on our mobile network to customers  through our directly-owned stores and also through third-party retailers. In January 2007, we acquired 31.33%  equity ownership of Senao, a major distributor of mobile handsets in Taiwan, and obtained majority board  representation in April 2007, upon which it became a consolidated subsidiary of ours. The addition of Senao  significantly enhanced our mobile handset distribution and sales capabilities. Beginning in April 2007, we started  accounting for the revenues from our subsidiary, Senao, under our mobile handset business.  We began sales of HSPA data cards in 2006 for high-speed mobile internet access service for notebook  users. Currently, the maximum internet access speed for our HSPA data cards is 14.4 Mbps/5.76Mbps downlink  speed/uplink speed. We are planning to provide higher speed HSPA+ internet access data cards in the future.  Our mobile other services include information and communication technology services, corporate solution  and bill handling services.  We have experienced continued growth in our internet services. Our internet business includes HiNet, our  internet service provider, internet value-added services, or VAS, data communication services, internet data  center services, and internet other services. Our internet revenues represented 11.4%, 11.9% and 12.1% of our  revenues in 2008, 2009 and 2010, respectively.  Internet Business  Other Mobile Services  Sales of Mobile Handsets and Data Cards  Paging Services  PART I 33