New Opportunities In The Overly Saturated Telecoms Markets Sirous Kavehercy, Market Development Director

“ If all you have is a hammer, then everything looks like a nail.” Abraham Maslow,1965

Mobile Messaging, the Story So Far © 2008 Acision BV. All rights reserved : 60 1 Text messaging is a character life line … and with a margin ratio of it’s the #1 data service

Yet Commoditisation Is Kicking In… © 2008 Acision BV. All rights reserved 2007 2008 2009 MMS 2010 2011 Source : Ovum 2007 SMS SMS Global data revenue 50 bln 100 bln 25 bln 75 bln Global messaging volume 1,0 trln 2,0 trln 0,5 trln 1,5 trln SMS MMS Global ARPU $ 2 $ 4 $ 1 $ 3

Frantically In Search For A Revenue Substitute Mobile Broadband Mobile TV Internet brands move to mobile Emergence of mobile IM The handset as a value proposition Symbian, Blackberry, iPhone, Android Converged messaging initiatives

Mobile Broadband

Mobile TV

Internet brands move to mobile

Emergence of mobile IM

The handset as a value proposition

Symbian, Blackberry, iPhone, Android

Converged messaging initiatives

What Now?

Consumers Are Transforming Telecom and Media Sectors

What Are The Drivers? Source: Tomi Ahonen Consulting Participation Discovery Creation Sharing Virtuality

Source: Tomi Ahonen Consulting

... We Must Exploit Our Backyard Personalise The Messaging Experience Enable Advanced Call Completion Extend Mobile Messaging To Fixed Use Messaging To Mobilise The Web And Enterprises Get Ready For Mobile Broadband Set Up A Mobile Marketing Business

Personalise The Messaging Experience

Enable Advanced Call Completion

Extend Mobile Messaging To Fixed

Use Messaging To Mobilise The Web And Enterprises

Get Ready For Mobile Broadband

Set Up A Mobile Marketing Business

1. Personalise The Messaging Experience Business Message vault Out of office replies Authentication Youth Ad sponsoring ‘ Nightclub assistant’ “ Pimp my text” Parents Defer school hours Black listing Location alerts

Message vault

Out of office replies

Authentication

Ad sponsoring

‘ Nightclub assistant’

“ Pimp my text”

Defer school hours

Black listing

Location alerts

2. Enable Advanced Call Completion Source: Acision Survey 2008 Voicemail to be updated to the 21st century Make call completion part of messaging Enable marketing to optimize to local service requirements Segmentation

Voicemail to be updated to the 21st century

Make call completion part of messaging

Enable marketing to optimize to local service requirements

Segmentation

3. Extend Mobile Messaging to Fixed Use the reach (and investments) of current messaging Make messaging accessible via exchange, widgets, etc Cut cost by consolidating the messaging architecture Messaging Middleware Devices Text messaging Multimedia messaging Mobile IM (IMPS) Mobile devices Desktops IP TV messaging architecture

Use the reach (and investments) of current messaging

Make messaging accessible via exchange, widgets, etc

Cut cost by consolidating the messaging architecture

4a. Use Messaging to Mobilise The Web charging reliability location reach identity

4b. Mobilise Enterprise Applications WIFI 3G Companies are rarely able to setup a digital dialogue with relations 2G Cellular

5. Get Ready For Mobile Broadband Source: Informa; Future Mobile Operator Business Models April 2008 Amounts in $ mio 2008 2012 Mobile Broadband 14 % of revenue mix

5. Get Ready For Mobile Broadband Intelligence Management Real Time Data Charging Policy Management Policy Enforcement Access Optimiser Service Optimiser Open Internet Proxy

Bring Back The Love Source: YouTube

6. Set Up a Mobile Marketing Business Inventory charging location reach identity reliability Delivery inbound inserts banners push sms Media planning & buying Back office & performance

Opening New Revenues Opportunities © 2008 Acision BV. All rights reserved Source : Ovum 2007 2007 2008 2009 2010 2011 $ 2 $ 4 $ 1 $ 3 $ 6 $ 8 $ 5 $ 7 Source : Acision 2008 Plain text Personalisation Convergence Mobilising the web Mobile broadband Mobile marketing Global ARPU

… Is King

Contact Is King

Sirous Kavehercy Market Development Director --------------------------------------------------------- Mobile: +31 65252 6222 Email: [email_address] Website: http://www.acision.com Skype: sirous.kavehercy MSN: sirous.kavehercy@hotmail.com