MobileMonday Düsseldorf, Feb 2nd, 2009 Mobile Social Networking

The Evolution of cellity’s Mobile Service Sep. ‘09 least cost router set of individual single-purpose-apps Dec. ‘08 Feb. ‘08 May ‘07 Feb. ‘07 Communicator 3 multi platform (messaging voice, presence, etc.) Communicator: voice, e-mail, messaging, twitter Communicator 2: address book-centered, communication features (e-mail, messaging, social networks, twitter, voice) connect & communicate

cellity Communicator 2 with addressbook 2.0

cellity Value Chain Positioning Mobile internet services Software

mobile advertisement build in one central personal profile manage yourself in one place relevant contact information auto-connect with your current friends up-to-date contact info auto-add new contacts connect to social networks universal messaging platform: send messages like e-mail, SMS, messages on Twitter & Facebook, etc. connect to social feeds Twitter, Facebook timeline, etc. cellity Addressbook 2.0

Works on the iPhone

Works on the Android G1

Works on all major mobile platforms

Works with major social networks

Works with major email account providers

cellity addressbook 2.0: web app

cellity addressbook 2.0: web call

cellity addressbook 2.0 web app: messages

Business Model Indirect Revenues Direct Revenues Advertising there is a strong demand for mobile ad space ideal opportunity for targeted advertising within the client application ad revenues are planned to start in Q1/ 2009 B2B Services focus on MNOs in Western Europe offering the cellity Communicator 2 in a co-branded environment revenue share for advertising revenues or monthly charged fees for the premium service directly via the MNO billing Premium Model premium services for a monthly subscription fee advanced application features such as ‘export of data’, ‘additional storage capacity’ or ‘free of advertising‘. premium model is planned to start in Q1/ 2009 Channels channels within the client software - trigger the sale of mobile content (charged per sale), 3rd party content or services (charged per lead), + specific parts of the premium offering ‘ Classic’ voice services (per minute) or cost per SMS channels connect & communicate

there is a strong demand for mobile ad space

ideal opportunity for targeted advertising within the client application

ad revenues are planned to start in Q1/ 2009

focus on MNOs in Western Europe

offering the cellity Communicator 2 in a co-branded environment

revenue share for advertising revenues or monthly charged fees for the premium service directly via the MNO billing

premium services for a monthly subscription fee

advanced application features such as ‘export of data’, ‘additional storage capacity’ or ‘free of advertising‘.

premium model is planned to start in Q1/ 2009

channels within the client software

- trigger the sale of mobile content (charged per sale), 3rd party content or services (charged per lead), + specific parts of the premium offering

voice services (per minute) or cost per SMS channels

Technologies Browser Email Address Book 2.0 + Social Network Features Social network messaging Social Feeds Address Book 2.0 + Social Network Features Social network messaging Social Feeds

Technologies

cellity addressbook 2.0

centralized information widely accessible & securely stored Server Centric Architecture In the mobile web On the computer On the mobile phone

Frontends Features – main drivers Mobile and web always synchronized and accessible Same UI on mobile and PC Settings, data, information centralized connect & communicate Frontends Competitors cellity PC app  Web app  Mobile app   Mobile web 

Frontends

Features – main drivers

Mobile and web always synchronized and accessible

Same UI on mobile and PC

Settings, data, information centralized

connect & communicate * coming Q1/2009 Future outlook: Address Book 3.0 messaging voice social networks social feeds IM* LBS* Presence* connect & communicate

Thank you for your attention! cellity AG Sarik Weber Stahltwiete 23 22761 Hamburg Germany tel. +49 40 8888 5600 fax +49 40 8888 56010 www.cellity.com