Guillaume Peersman

Slide 1: PayforIT. Guiom Peersman – MD Dialogue Communications Ltd November 2007 Commercial in Confidence 1 © Dialogue 2007 COMMERCIAL IN CONFIDENCE

Slide 2: Who is Dialogue? Mobile Dialogue is a leading provider Mobile entertainment of interactive services for: marketing  Mobile entertainment  Mobile marketing  Mobile communities Corporate messaging  Mobile billing  Corporate messaging Mobile Taking advantage of the Billing knowledge gathered over the last 12 years Dialogue is also Participation market leader in providing TV consulting and bespoke solutions to organisations. 2

Slide 3: Dialogue and payforIT.  Started work on WAP billing 2 years ago  Significant investment so far circa £200k  Fully accredited and tested on all UK operators  Launched first UK payforIT service in January 2007  payforIT compliant portals and content Storefronts

Slide 4: PayforIT The features and benefits. Single Click Payment Purchase content inside the phone’s browser simply with a single click. Better user experience Subscriptions Clear user interface provided in the browser when registering for subscription services Branded Single brand supported by all Payment Service Providers Consistency Consistent front-end for mobile payment User Experience Consumer Confidence The payforIT standard offers a way to restore confidence in the market The payment either succeeds or fails – no partial billing

Slide 5: Where payforIT is today. Live in the UK, with Premium SMS Direct to PFI billing  7 APIs – cross network Bill payments  Payments up to £5.00 max WAP User  Flexible pricing Experience  Support for subscriptions  Support for one off payments  Constantly evolving framework

Slide 6: PayforIT for Content Providers Benefits for Content Providers and how to connect Commercial in Confidence 6

Slide 7: The Role of an Accredited Payment Intermediary. Merchant Connect to operator billing platforms Detect consumer MSISDN Provide payforIT payment Accredited Payment pages Intermediary Process Payments Manage subscription terms Collect and Pay money to Mobile Mobile merchant (CP) Operator Operator Commercial in Confidence

Slide 8: PayforIT: How it works. Charge to Payment account Consumer pages Browse and retrieve Dialogue content SOAP Merchant 1. Consumer browse the merchant site and selects products to purchase 2. Consumer is redirected to the payment pages 3. Consumer is charged 4. Consumer is redirected back to the merchant site 5. Consumer retrieves the content Commercial in Confidence 8

Slide 9: PayforIT Off portal Billing. Select Buy option Re-direct to PSP Browse Portal Back to merchant site Opt in Marketing Opt in MSISDN passed to merchant Commercial in Confidence 9

Slide 10: Technical details for implementation.  Payment interface available as simple web service  Compatible with all popular tool kits  Perl SOAP::Lite  PHP PEAR/Soap  Java Apache SOAP  .NET SOAP  etc…  WSDL available for rapid deployment  Average 5 days for a live service Commercial in Confidence 10

Slide 11: Statistics on payforIT.  Dialogue has seen a rise of up to 27% on conversion rate over premium SMS solutions for it’s connected customers  It makes Google and Yahoo advertised services viable  PSMS solutions that rely on the user verifying his/her MSISDN are not always viable and cumbersome  13% of users go to payment page and cancel  Billing failures around 7% on average  out of credit notified immediately Commercial in Confidence

Slide 12: Subscription services & payforIT Commercial in Confidence 12

Slide 13: Subscription Services on payforIT.  Subscription services set to return with payforIT  PayforIT offers a consistent and trusted user experience for the 1st time  Leads to growing consumer confidence  Great opportunity for CP’s to build new revenue streams  Dialogue provides subscription services via payforIT since July 2007 Commercial in Confidence

Slide 14: Subscription Services moved on. Subscriptions before payforIT:  Difficulty for consumer to unsubscribe  Poor pricing clarity and subscription terms  Lack of consistency across services Subscriptions with payforIT:  Consistent setup for all services  Easy to manage for content providers  Easy to unsubscribe  Consumers know exactly how much and when they will be charged Commercial in Confidence

Slide 15: Future of payforIT Where we see payforIT going Commercial in Confidence 15

Slide 16: Coming soon…  Higher price points (up to £10) cross network  Better revenue share  Cross network WAP billing  Consistent approach to marketing opt-in  Use of payforIT to fulfil web transactions  Use of payforIT on-portal Commercial in Confidence