P AR T I While pricing has declined, the number of post-paid customers has increased which had a positive impact on traffic volume.  We have also experienced a significant increase in the mobile internet service. The average minutes of usage per customer slightly  increased in both 2010 and 2011 since the economy in Taiwan started to improve in 2010.  Our tariffs for post-paid mobile customers primarily consist of usage fees and monthly fees. When our customers are  outside Taiwan, they pay roaming charges plus international long distance charges and, where applicable, local charges in roaming  destinations. We negotiated with Vodafone, the largest telecommunications service provider in Europe, in November 2009 to join  their global telecommunications alliance. As a result, we began offering our customers discounts on their roaming charges starting  December 1, 2009. However, we expect our strategic alliance with Vodafone to be terminated in April 2013 after our current  agreement expires, as Vodafone has already entered into another strategic alliance with one of our competitors. We are negotiating  with other providers for cooperation in roaming business. We also offer discounts on usage fees for calls made between our mobile  customers to encourage subscription to our mobile service. Our 3G service provides a monthly flat rate service to our customers using  our 3G service for internet purposes.  Our average revenue per user per month decreased from NT$643 in 2010 to NT$598 in 2011 mainly due to the change in  policy for collecting the tariffs for fixed line-to-mobile calls from mobile service providers to fixed communications service providers,  so these revenues are now collected by and recognized as revenues of fixed communications service providers. The strong promotion  of our mobile internet services 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 alleviate the impact of the decline in average revenue per user, we intend to continue introducing new  value-added services and promote our 3G 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 11.8%, 15.1% and  21.5% of our total mobile services revenues in 2009, 2010 and 2011, 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 ceased providing paging  services since September 2011 as approved by the NCC. 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. See “Marketing Strategy—Distribution Channels” and “Sales and Distribution” in  “—Marketing, Sales and Distribution”. In January 2007, we acquired 31.33% equity ownership of Senao, a major distributor of mobile handsets in Taiwan. Senao  has been listed on the Taiwan Stock Exchange under the number “2450” since May 2001. We obtained majority board representation  in April 2007 through support from the largest beneficial shareholder, upon which it became a consolidated subsidiary of ours. At  general annual stockholder meeting of Senao in June 2010, we continued to maintain control of a majority of the board of directors  through the continued support of the largest beneficial shareholder. Our equity ownership of Senao decreased from 31.33% as of  January 15, 2007 to 28.33% as of March 31, 2012 due to the exercise of options by employees that were previously granted before  Sales of Mobile Handsets  Paging Services  34