Mobile Messaging & Mobile Internet Mobile Monday Kiev, 16 July 2007 Sirous Kavehercy Market Development Director Europe, Russia and Africa

1964 1969 2002 June 2007

The Experts in Mobile Data Services Text Messaging Multimedia Messaging Converged IP Messaging (IMS) Mobile Internet Mobile Advertising

Text Messaging

Multimedia Messaging

Converged IP Messaging (IMS)

Mobile Internet

Mobile Advertising

Our Track Record First Commercial SMS Message (1993) First Interactive Television Show Using SMS (2000) First Commercial MMS Message (2001) First 3G IP-based Messaging Solution (2002) First I-Mode gateway outside Japan (2003) First Commercial 3G VideoMail Service (2003) First Real Time Subs Behavioral Analysis Solution (2007)

First Commercial SMS Message (1993)

First Interactive Television Show Using SMS (2000)

First Commercial MMS Message (2001)

First 3G IP-based Messaging Solution (2002)

First I-Mode gateway outside Japan (2003)

First Commercial 3G VideoMail Service (2003)

First Real Time Subs Behavioral Analysis Solution (2007)

Welcome To The World Of Fast Moving Consumer Goods

The New Operator: Consumer Centric 2 nd Wave (2G) Mobile Services 2 nd Mobile Services

What Is The Biggest Brand In The World?

1 + 1 = 3.0 Positioning Mobile Instant Messaging - Relative To SMS And Internet IM Mobilizing The Internet Control The New Mobile Internet Experience - Speed, Optimisation And Customer Insight

1 + 1 = 3.0 Positioning Mobile Instant Messaging -

Relative To SMS And Internet IM

Mobilizing The Internet Control The New Mobile Internet Experience -

Speed, Optimisation And Customer Insight

Power Play - It's All About Perception

Public And Community Messaging Public Messaging Community messaging STANDARDISED FOR ANYONE TEXT ONLY INBOX BASED MOBILE REGULATED + + + + + = REACH PROPRIETARY FOR ONLINE MEMBERS RICH MEDIA CONVERSATIONAL PC FRAGMENTED + + + + + = RELEVANCE SMS

Movements In Public And Community Messaging RICH, INTERACTIVE ONLINE MEMBERS ONLY ADVERTISER PAYS COMMUNITY BRAND SIMPLE ANYONE HAS IT SENDING PARTY PAYS OPERATOR BRAND GROW REVENUES BY  REACH PROTECT REVENUES BY  RELEVANCE community messaging public messaging & SMS

The New Market Trend: SMS 2.0 TIM TMN Telefónica T-Mobile

Web 2.0 ingredients (Arthur D Little, 2007) Simplicity Credibility Network/ Connectivity Convenience Interoperability Personalisation "Long tail" Interaction Multiple device access Rich content Rich user experience Fundamentals Of A Successful Mass Communication Service Reach Relevance SMS SMS 2.0 "SMS 3.0"

Web 2.0 ingredients (Arthur D Little, 2007)

Simplicity

Credibility

Network/ Connectivity

Convenience

Interoperability

Personalisation

"Long tail"

Interaction

Multiple device access

Rich content

Rich user experience

Demo Intuitive Messaging

Mobilizing The Internet

Mobilizing The Internet

5 Year ARPU Forecast For Data Services Source: Analysis Consultancy & Research

Market Trends : Users Recent Studies 80% Of 18-24 Year Olds Abandon Downloads If Content Is Not Received In 10 Sec Nielson-norman Group: Users Attention Span Limited To 30 Seconds Maximum Number Of Clicks To Get Value: 6

Recent Studies

80% Of 18-24 Year Olds Abandon Downloads If Content Is Not Received In 10 Sec

Nielson-norman Group: Users Attention Span Limited To 30 Seconds

Maximum Number Of Clicks To Get Value: 6

User Experience Aspects… Browsing Speed “ It takes too long and it takes too many clicks to get there!” Pictures And Content Does Not Fit “ Webpage is too large for my display and pictures are left out!” Make Services Easy To Discover “ It’s difficult to find the service I am looking for!” Navigation “ The menus are not intuitive!” Good! Acceptable Disappointing 0 5 10 15 20 25

Browsing Speed

“ It takes too long and it takes too many clicks to get there!”

Pictures And Content Does Not Fit

“ Webpage is too large for my display and pictures are left out!”

Make Services Easy To Discover

“ It’s difficult to find the service I am looking for!”

Navigation

“ The menus are not intuitive!”

Towards Mass Market Penetration Of Mobile Internet Flat Rate Data Access Drive Penetration Internet Brands Going Mobile Google, Live, Ebay, Youtube Web 2.0 Interactivity, UGC, Communities Control Bandwidth And Avoid Over Use Of Scarce Bandwidth Add Value In Open Internet Build And Maintain A Loyal Customer Base Create Up Sell Opportunities In Mobile Internet

Flat Rate Data Access

Drive Penetration

Internet Brands Going Mobile

Google, Live, Ebay, Youtube

Web 2.0

Interactivity, UGC, Communities

Control Bandwidth And Avoid Over Use Of Scarce Bandwidth

Add Value In Open Internet

Build And Maintain A Loyal Customer Base

Create Up Sell Opportunities In Mobile Internet

Mobilizing The Internet Optimise User Experience Control Browsing & Access Enable Communities

Optimise

User Experience

Control

Browsing & Access

Enable

Communities

Demo Browsing

Sirous Kavehercy Market Development Director Europe, Russia & Africa ------------------------------------------- Acision. Innovation. Assured. www.acision.com Merweplein 5 3432 GN Nieuwegein P.O. Box 261 3430 AG Nieuwegein The Netherlands T: +31 30 210 4581 M: +31 65252 6222 E: [email_address]