Netbiscuits & device fragmentation

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A state of mobile devices fragmentation in Australia Mobile web Vs. Native apps?

A state of mobile devices fragmentation in Australia Mobile web Vs. Native apps?

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  • 1. Mobile  Web  SeminarA  state  of  mobile  devices  fragmenta6on  in  AustraliaMobile  web  vs  Na6ve  apps?Lucas  Challamel  -­‐  Netbiscuits  ANZ
  • 2. Brief intro: Netbiscuits© 2011 Netbiscuits GmbH 06/06/11 Slide 2
  • 3. Take  advantage  of  the  world‘s  best  mobile  development  and  publishing    plaBorm § Founded in 2000 in Germany § Active in 50+ countries,head offices in U.S., Germany, UK and Singapore, 110 employees § Awarded ME Awards for Best Mobile Publishing Platform in 2009, 2010, in 2010 and 2009 awarded Top 50 Deloitte Touche fastest Growing German tech companies § Global network of 75+ solution, reselling and platform partners § Conducted 10,000+ mobile projects successfully in the last 10 years § In 2011, our cloud delivers every month: => 8 billion mobile pages => 100 million mobile videos 3 => to 3000+ different mobile devices © 2011 Netbiscuits GmbH 27/05/2011 Slide 2
  • 4. Hundreds  of  businesses  go  mobile  with  Netbiscuits Content  &  Media Web,  Commerce,   Marke6ng,  Web,   Adver6sers SoKware  Vendors Publishers,  Carriers Internet  Service  Prov. Mobile  Agencies Payment  Providers Applica6on  Developers Consumer  &  Industry  Brands © 2011 Netbiscuits GmbH 06/06/11 4
  • 5. There  are  three  major  challenges  for  businesses  to  bringInternet  content  to  mobile  successfully  and  profitably Businesses Mobile  Subscribers SoKware  and   mobile  device   fragmenta6on Service  Crea6on Mone6za6on © 2011 Netbiscuits GmbH 06/06/11 5
  • 6. A state of Mobile Devices Fragmentation© 2011 Netbiscuits GmbH 06/06/11 Slide 2
  • 7. What  is  device  fragmenta6on  and  why  is  it? Netbiscuits  overcomes  so>ware  fragmenta?on  by  providing  a  truly   global,  intelligent  device  detec?on  &  database  … >  200  Carrier   networks  world-­‐ § True  global  mobile  device  database  with   wide more  than  1000  in-­‐house  tested   parameters  and  +6000  mobile  device   profiles >  300  User  Agents § Mul6ple  6er  intelligent  device  detec6on  for  device,   per  device browser,  carrier  network  parameters Hardware § Parameter  +  layout  tests  for  each  Biscuit-­‐Element   ensure  unmatched  quality  on  Legacy  and  Smart   phones § Mobile  devices  profiles  include  also  Internet  enabled   >  5,000  Mobile wireless  devices  such  as  Gaming  Consoles,  TVs,    In-­‐ Devices  worldwide Car  Naviga6on  Systems,  Tablets  and  eBooks § Daily  updates  for  new  mobile  devices  on  API >  10  SoKware >  15  Mobile   >  500  Content   >  6  Mobile  OS revisions  per   Browsers Formats Mobile  OS SoKware © 2011 Netbiscuits GmbH 06/06/11 7
  • 8. Mobile  Metrics  Report:  Weekly  device  updates §Just last week: 33 new/updated devices! § Pantech P9020 (Falcon) (Netfront) § ZTE MTC918 (Racer) § Samsung SGH-A667 (Evergreen) § ZTE Bluebelt § HTC Glacier (T-Mobile MyTouch § ZTE M2 (Beeline) 4G) § ZTE Amigo § Motorola Droid Pro (XT610) § ZTE V9 § Samsung Ace Galaxy (GT-S5830) § Pantech IM-A690L (Mirach) § LG P990 § ZTE MTC 916 (Joe) § Samsung GT-I9000 (Galaxy S) V2.2 § Pantech IM-A710K (Sky Vega Xpress) § HTC Wildfire S § ZTE Z221 (Ekek) § Samsung Wave 723 § ZTE Z331 (Takam) § LG P970 (Optimus Black) § Samsung SGH-I857 (Habrok) § Samsung Galaxy S2 I9100 § Huawei C5005 § Sony Ericsson J108i (Cedar) § Huawei U3100 § Samsung GT-S5570 (Galaxy Mini) § Huawei 8302 § SonyEricsson Xmini § Nec N506i 01/06/2011 update § Samsung GT-I5510 (Apollo, Galaxy 551) § Pantech IM-A730S (AKY) § Samsung S5530 § Pantech IM-A630K (Sky Izar) © 2011 Netbiscuits GmbH 06/06/11 8
  • 9. Mobile  Metrics  Report:  Methodology  of  our  report § Report published twice a year: February and July § Segmentation: §Dominating Few: 5.00% or higher share of all devices accessing sites via Netbiscuits §Long Tail: 4.99% or lower share of all devices accessing sites via Netbiscuits § Data: 8n page views in March 2011 § Traffic exclusively from web-enabled mobile devices § Requests generated by bots, desktop browsers and mobile device emulators have been excluded © 2011 Netbiscuits GmbH 06/06/11 9
  • 10. Mobile  Metrics  Report:  Global  sta6s6cs  (worldwide) © 2011 Netbiscuits GmbH 06/06/11 10
  • 11. Mobile  Metrics  Report:  Global  sta6s6cs  (worldwide) •In  November  2010,  the  three  domina6ng  Apple  devices  accounted  to  39.16   percent  of  all  mobile  website  requests  handled  by  Netbiscuits.  The  other  2,923   devices  together  generated  60.84  percent. •Android-­‐based  handsets  like  the  Motorola  A855  and  Samsungs  GT-­‐I  9000  were   the  strongest  followers  of  Apple  while  BlackBerry  had  its  first  appearance  in  the   list  only  at  posi?on  six. © 2011 Netbiscuits GmbH 06/06/11 11
  • 12. Mobile  Metrics  Report:  Global  sta6s6cs  (worldwide) In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 12
  • 13. Mobile  Metrics  Report:  Global  sta6s6cs  (worldwide) In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 13
  • 14. Mobile  Metrics  Report:  Regional  sta6s6cs   In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 14
  • 15. Mobile  Metrics  Report:  Regional  sta6s6cs:  USA In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 15
  • 16. Mobile  Metrics  Report:  Regional  sta6s6cs:  UK In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 16
  • 17. Mobile  Metrics  Report:  Regional  sta6s6cs:  Malaysia In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 17
  • 18. Mobile  Metrics  Report:  Regional  sta6s6cs:  Australia In Nov.2010 on Netbiscuits cloud © 2011 Netbiscuits GmbH 06/06/11 18
  • 19. Mobile  Metrics  Report:  About  HTML5  capabili6es  of  mobile  devices § HTML5 enables websites to have the user experience of a native application. § It’s not developed specifically for mobile. § It is a “standard in motion” that is implemented differently on many platforms. § Final specifications planned for 2014. => Another source of fragmentation on mobile © 2011 Netbiscuits GmbH 06/06/11 19
  • 20. Mobile  Metrics  Report:  About  HTML5  capabili6es  of  mobile  devices Exciting new features, partly supported today: • Extended Video Support • Extended Audio Support • Extended Form Concept • Miscellaneous new Element Types and Attributes • Extended User Interaction Concepts enabling native drag & drop and undo history functionality • Microdata enabling semantic annotation of content with labels • 2D Animation Rendering • CSS3 support + CSS3 Selectors • Geolocation API • FileReader API • Offline Web Application Support + Webstorage + IndexedDB • Local Devices Support enabling access to connected devices • 3D Animation Rendering (WebGL) • Web Workers providing and API for running background scripts © 2011 Netbiscuits GmbH 06/06/11 20
  • 21. Mobile  Metrics  Report:  HTML5  support  of  top  devices  in  Australia © 2011 Netbiscuits GmbH 06/06/11 21
  • 22. Mobile  Metrics  Report:  Top  5  supported  HTML5  features Only 50% of devices in top15 support these features © 2011 Netbiscuits GmbH 06/06/11 22
  • 23. Mobile  Metrics  Report:  Top  5  par6ally  supported  HTML5  features Only 50-65% of devices in top15 support these features © 2011 Netbiscuits GmbH 06/06/11 23
  • 24. Mobile  Metrics  Report:  A  conclusion  for  Australia § Not one but 1200+ devices access mobile websites today in Australia (2200+ in USA) § Long-Tail vs. Short Tail: Few top3 Apple devices dominate 45% of the traffic on mobile websites, but you have to talk to the other 55% § Apple iOS loses market share as: §Android and Blackberry rise §The share of Windows Phone OS will grow in 2011, with new Microsoft and Nokia partnership. § HTML5 is a standard in motion for the next 3-4 years => Fragmentation is here to stay, and businesses have to cope with it, using most advanced cross-platform technologies. © 2011 Netbiscuits GmbH 06/06/11 24
  • 25. How to address devices fragmentation: Apps vs Mobile web? => a couple of examples© 2011 Netbiscuits GmbH 06/06/11 Slide 2
  • 26. Mobile  web  vs  Na6ve  apps:  A  conclusion? The Race horse vs the Show horse! Betting long on mobile Web. Mobile sites are a requirement, while applications will remain a preference. © 2011 Netbiscuits GmbH 06/06/11 26
  • 27. Smart.com Smart  is  an  automo,ve  branch  of  Daimler  AG.   Smart  is  a  manufacturer  of  microcars   produced  in  Germany. h;p://www.smart.com  © 2011 Netbiscuits GmbH 27/05/2011 27
  • 28. *6+1) Smart.com  -­‐  Generic  mobile  web!"#$%&!+1?&=,97:1"-<0):"1)+% 51&+)&-#; Created with ) ) 5<*)"6&1 B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)4&8=)5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97()&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=", @ A/#=>%4)3#/4&:) @ M($) @ J&/)%#809>/&4#/) @ J&/)(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)4/(&B) @ [B&9()9&::(/7() @ V7894#8()m)$&::3&3(/)) )=#$8:#&=) ) >+<,08 *+,+) !+1?&) Y(/B&8E) ) @A> B?B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 28 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
  • 29. *6+1) Smart.com  -­‐  Na6ve  iOS  Apps!"#$%&!+1?&=,97:1"-<0):"1)+% 51&+)&-#; ) ) 5<*)"6&1 B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)4&8=)5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97()&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=", @ A/#=>%4)3#/4&:) @ M($) @ J&/)%#809>/&4#/) @ J&/)(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)4/(&B) @ [B&9()9&::(/7() @ V7894#8()m)$&::3&3(/)) )=#$8:#&=) ) >+<,08 *+,+) !+1?&) Y(/B&8E) ) @A> B?B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 29 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
  • 30. *6+1) Smart.com  -­‐  Na6ve  iOS  Apps!"#$%&!+1?&=,97:1"-<0):"1)+% 51&+)&-#; ) ) 5<*)"6&1 B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)4&8=)5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97()&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=", @ A/#=>%4)3#/4&:) @ M($) @ J&/)%#809>/&4#/) @ J&/)(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)4/(&B) @ [B&9()9&::(/7() @ V7894#8()m)$&::3&3(/)) )=#$8:#&=) ) >+<,08 *+,+) !+1?&) Y(/B&8E) ) Bring me back for iPhone @A> B?B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 30 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
  • 31. *6+1) Smart.com  -­‐  Na6ve  iOS  Apps!"#$%&!+1?&=,97:1"-<0):"1)+% 51&+)&-#; ) ) 5<*)"6&1 B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)4&8=)5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97()&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=", @ A/#=>%4)3#/4&:) @ M($) @ J&/)%#809>/&4#/) @ J&/)(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)4/(&B) @ [B&9()9&::(/7() @ V7894#8()m)$&::3&3(/)) )=#$8:#&=) ) >+<,08 *+,+) !+1?&) Y(/B&8E) ) @A> Ideas in motion for iPad B?B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 31 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
  • 32. *6+1) Smart.com  -­‐  iPhone  op6mised!"#$%&!+1?&=,97:1"-<0):"1)+% 51&+)&-#; ) ) 5<*)"6&1 B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)4&8=)5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97()&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=", @ A/#=>%4)3#/4&:) @ M($) @ J&/)%#809>/&4#/) @ J&/)(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)4/(&B) @ [B&9()9&::(/7() @ V7894#8()m)$&::3&3(/)) )=#$8:#&=) ) >+<,08 *+,+) !+1?&) Y(/B&8E) ) Created with @A> B?B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 32 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
  • 33. *6+1) Smart.com  -­‐  iPad  op6mised!"#$%&!+1?&=,97:1"-<0):"1)+% 51&+)&-#; ) ) Created with 5<*)"6&1 B&/42)&)B7%/#)%&/)D/&8=)#5) S&7B:(/2)4&8=)5#/)4"() 784(::79(84)%#BD78&C#8)#5) (8F7/#8B(84H5/7(8=:E2) 5#/$&/=H:##L789) 4(%"8#:#97()&8=)3/7F&4() >/D&8)B#D7:74E?)) ) ("%<=", @ A/#=>%4)3#/4&:) @ M($) @ J&/)%#809>/&4#/) @ J&/)(/F7%():#%&4#/) @ G&3)F7($) @ K7=(#)4/(&B) @ [B&9()9&::(/7() @ V7894#8()m)$&::3&3(/)) )=#$8:#&=) ) >+<,08 *+,+) !+1?&) Y(/B&8E) ) @A> B?B&/4?%#B) © 2011 Netbiscuits GmbH 27/05/2011 33 © 2011 Netbiscuits GmbH 24/05/11 Slide 115
  • 34. Smart.com “Based  on  our  overall  posi,ve  experience  with  iPhone  applica,ons,  we   also  see  the  iPad  as  forming  an  integral  part  of  our  online   communica4ons.  It  was  therefore  important  for  us  to  be  able  to  offer   users  of  the  iPad  a  substan,al  range  of  products  and  services  rela,ng  to   our  brand  from  the  very  moment  of  its  release" Anders  Sundt  Jensen Head  of  Brand  Communica,ons  for  Mercedes-­‐Benz  Cars. May  2010© 2011 Netbiscuits GmbH 27/05/2011 34
  • 35. Smart.com "Mobile  devices  enable  a  new  form  of  communica,on  with  different   target  audiences,  allowing  them  to  enjoy  their  fascina4on  for  the  brand   in  a  more  specific  way  and  also  to  obtain  informa,on  on  our  products.   We  are  therefore  monitoring  this  market  very  closely  and  we  will  extend   our  ac,vi,es  to  all  mobile  devices." Anders  Sundt  Jensen Head  of  Brand  Communica,ons  for  Mercedes-­‐Benz  Cars. May  2010© 2011 Netbiscuits GmbH 27/05/2011 35
  • 36. Na6ve  Hybrid  Apps:  Web  +  Apps  =  Maximum  Mobile  Reach   § Mobile Hybrid Apps integrate mobile optimised websites into Native Apps § Available for all major OS such as iPhone, Android, Symbian/Meego, Blackberry and Bada § Integrate: Enhance features of your apps by interfacing with mobile device sensors § Easy creation: Build touch optimized mobile website and Netbiscuits wraps them for you in no time § Save cost: One code base to publish to mobile web and apps environments © 2011 Netbiscuits GmbH 06/06/11 36
  • 37. Na6ve  Hybrid  Apps:  Web  +  Apps  =  Maximum  ROI   Hybrid  Apps  redefine  Time  to  Market  and  service  crea?on   efficiency  of  businesses  to  go  mobile,  with  rich  User  Experience Lower  cost  and  faster  ROI Less  6me  in  development Implmenta6on  Time Project    Cost Other  mobile Months service  providers Days Netbiscuits Time © 2011 Netbiscuits GmbH 06/06/11 37
  • 38. 1.  BILD BILd  is  an  iconic  news  magasine  in  Germany,   owned  by  the  Axel  Springer  Group,  the  largest   media  group  in  the  Country. h;p://www.bild.de/   © 2011 Netbiscuits GmbH 27/05/2011 38
  • 39. !"#$%&!"#%1.  BILD  -­‐  Mobile  web&()*+,%-.)+*/0*12%3%4,5/%-(678+%% 96,87,:%);%% % % % 9./7(<,6%% !"#$%&%()*+,-./%0&11)2% 3,&4.%,-3%25)%625%0&11)2% -)78,8)*%79*437&3):%"2% +90&4)%;)0%&2)%&%,<,&4,04)% =*))%9=%3,2,%>5,*1)%=9*%!&43% ?@AB%>C29+)*:% % =(+.>(1%% D A)7%89*2,4% D EC29+&F,04)%2,*2%8,1)% D A)7%G>H)*% D A,G9-,4%,-3%79*43%-)7% D I-2)*2,&-+)-2%-)7% D J89*2%-)7% D K&-,->)%,-3%29>H%-)7% D @&3)9%2*),+% D ?90&4)%)*<&>)%&->4C3&-1% %7),25)*L%2*,M>L%N@%&-=9% % #8.1?0% OPPQ%% % &86@,7% ()*+,-.L%RC2*&,L% J7&2F)*4,-3% % AB#% 7,8:0&43:3)% © 2011 Netbiscuits GmbH 27/05/2011 © 2011 Netbiscuits GmbH 24/05/11 Slide 35 39
  • 40. !"#$%&()%*$&(% portals1.  BILD  -­‐  Ver6cal  *+,-./%01,.-23-45%6%78/9-:.%4;/</2;%0+<;:.% =</:;/>%,?%% % % % =12;+@/<%% !"#$%&()*%+,%!-./%% 0123,4.2%52+,6*%37% 8.29+,:;7%/.+63,4%% .63<=23+/%>+2%1=2<+/?% % 7+.1A+4%% @ 01.>3+/%3,<.2.7<%1=2<+/%% %A+B<=9=53/.C% @ D.E7%+,6%2.F3.E7% @ #B,3,4%,.E7% @ (+<.7<%12=<=<:1.7% @ G36.=%%7<2.+93,4% @ 9+4.%4+//.23.7% % (:1493% HIIJ% % *:<B/;% 8.29+,:*%!B7<23+*% 0E3<K.2/+,6% % "C(% 9=53/?+B<=53/6?6.% % % © 2011 Netbiscuits GmbH 27/05/2011 40 © 2011 Netbiscuits GmbH 24/05/11 Slide 6
  • 41. !"#$%&&%User  generated  content1.  BILD  -­‐  ()*+,-%./*,+01+23%4%5)66/2+78%.)97:,% 59-:7-;%*8%% % % % 5/07)6-9%% !"#$%&%()*+,-./%0&11)2% 3,&4.%,-3%25)%625%0&11)2% -)78,8)*%79*437&3):% % <),/=)2%% ; <9++=-&2.%89*2,4% ; >(<%8=04&5&-1%7&25%% %?&3)9@%85929%9*%2)A2%% ; B9C-1% % #:/2>1% DEEF% % (:9?-7% ()*+,-.@%G=2*&,@% H7&2I)*4,-3% % @A#% 7,8:0&43:3)% % © 2011 Netbiscuits GmbH 27/05/2011 41 © 2011 Netbiscuits GmbH 24/05/11 Slide 198
  • 42. 1.BILD  -­‐  Paid  Android  App Created by © 2011 Netbiscuits GmbH 27/05/2011 42
  • 43. 1.  BILD  -­‐  Paid  Android  App Created by © 2011 Netbiscuits GmbH 27/05/2011 43
  • 44. 1.  BILD  -­‐  Paid  Android  App Created by © 2011 Netbiscuits GmbH 27/05/2011 44
  • 45. 1.  BILD “The  introduc4on  of  BILD  mobil  has  been  a  sensa4onal  success  for  us.  From  the  start,   the  USP  of  the  free-­‐of-­‐charge  BILD  mobil  portal  was  widely  accepted.  The  mobile   user  has  a  more  intensive  rela4onship  with  contents  and  services  than  the  sta4onary   Internet  surfer.  Consulta4ons  of  60  sec.  per  site  and  more  than  8  minutes  per  visit   surprised  us  in  a  posi4ve  way  in  the  beginning.  The  channels  most  used  are  news,   sport  and  entertainment,  followed  by  services  such  as  weather  and  TV  programme.” Tanja  Hackner,  project  leader  of  BILD  mobil,  Axel  Springer © 2011 Netbiscuits GmbH 27/05/2011 45
  • 46. 1.  BILD “The  mobile  web  is  a  special  medium  -­‐  not  only  due  to  the  size  of  the  screen  but  also   the  condi4ons  of  use.  Only  those  who  adapt  their  brand  100  percent  to  a  use  on   mobile  media  and  bear  in  mind  that  mobile  phones  are  consulted  around  the  clock,   seven  days  a  week,  will  be  successful.” Tanja  Hackner,  project  leader  of  BILD  mobil,  Axel  Springer © 2011 Netbiscuits GmbH 27/05/2011 46
  • 47. QUESTIONS?© 2011 Netbiscuits GmbH 06/06/2011 47
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