Vringo allows users to share video ringtones and other personal content between mobile devices. It aims to bring the rich media experience of the social web to mobile by allowing users to take any content and make it their video ringtone. Users can invite friends directly from contacts to view and share new content. However, the mobile experience is currently limited compared to the web due to constraints of mobile devices and networks. Vringo plans to circumvent these issues and leverage partnerships with handset makers and social networks like Facebook to create a more vibrant sharing experience on mobile. The business model will likely be advertisement-funded given challenges with charging consumers directly on mobile.

1. How Social Networking Migrates to Mobile All rights reserved. Copyright © 2006 Vringo Inc. This file may not be redistributed without prior written permission Andrew Perlman SVP Content and Community

2. What is Vringo? Vringo allows you to take any content from anywhere to be your video ringtone: Avatars from the web, slide shows or choose from our library of premium content or subscribe to channels When 2 people have Vringo they can choose the video that appears on their friend’s phone when they call

3. Vringo is Viral Users can invite friends directly from their contact list - Client >> Client

4. See Buddy Vringos View and Send new Vringos to each other. Client >> Client

5. Vringo lets you take your web identity and content with you

6. What is today’s mobile social networking experience?

7. Mobile experiences limited by mobile ecosystem Mobile Phone is the most personal device a person has Less than 30% of U.S. mobile users have used internet services on their mobile device 3G mobile devices are still equivalent to a mobile 1.0 internet experience: Even the state of the art iPhone is only a 2.5G device 3G devices like Blackberry, Nokia Symbian offer limited screen space and interaction with websites and limited compatibility Multiple operating systems and overlays: Java, Symbian, Windows Mobile, BREW, Flash, Apple *Nielson “46 Million Mobile Data Users Used Mobile Search Functions in Q3 2007, According to Nielsen” 1/16/08

8. What is a Personal Content Experience on Web vs. Mobile Rich media Videos Avatars Animation Photos Socially networked and shared Easy access to limitless content User-generated content dominates Vibrant and growing market Primarily audio Exists in my phone only, can’t be shared Content discovery is cumbersome UGC plays only a small part, growing Stagnant market Content on the web Content on the mobile

9. What is this about? Personal Content Experience Status Pimpin’ my page Sharing what, who I am with my friends How cool am I?

10. Personalization in the real world Shoes Licenses Tattoos Clothing Mugs Stationary

11. Rich Personalization environment in Web 2.0 “ A web site is your personality in pixels” Efuse All forms of digital media are about personalization

12. Pimping your phone is not the same as pimpin’ yourself…? "The mobile is an extension of your personality. If you're using a good phone, you are projecting to your peer group that you are doing well in life," VineetTaneja, Director Multimedia, Nokia India

13. Ringtone Mania—personalization goldmine $6 Billion in 2007 revenues Akon sells 11+ Million ringtones, Crazy Frog Craze You're not buying a ring tone to enjoy Christina Aguilera. You're buying it to tell everyone else who you are. — DARIO BETTI, Ovum analyst Are multi-platform personalization services next? More and more about sharing - Zouza How do we merge this kind of personalization that is happening in the social web?

14. How do we make the mobile experience as rich as the web? Work the system Circumvent carrier infrastructure making costs palatable and ap available Facebook-Blackberry Client Mig-33 Twitter Leverage handset makers for tech help and distribution Forum Nokia Nokia Content Discoverer, Mosh

15. Vringo Goes Facebook

16. What’s the Business? Paying a price of admission does not work Being viral is key, a price of admission challenges this Don’t count on mobile’s built in payment Carrier shares high Consumers reluctant to pay for anything other than premium content Conclusion: Ad funded models Selling additional premium services

17. In Conclusion I: Facebook + Vringo = I am (and its all free)

18. An eComm 2008 presentation – http://eCommMedia.com for more