Conference presentation discussing strategy and business models for carriers in opening up network and handset APIs to external developers

1. APIs 2.0 – Models for Monetization Sanjay Jhawar – Partner - Ideas and Plans

2. 2 Who is Ideas and Plans? Sanjay Jhawar BridgePort NetworksSVP, Marketing & BD Venture CapitalEIR - St. Paul VC, VP Wireless - CIR Ventures Microsoft Mobile InternetDirector, Prog. Management Sendit AB (mobile email)VP Marketing & BD (exit to Microsoft in 1999) Motorola DevicesEuropean Bus. Mgr - smart phones/dataWAP Forum Founding Board Member David Hose Board Member Buzzwire, Useful Networks, CEO: PublicEarth Advisory BoardsRave Wireless, NIM, SnapVine, m:metrics, Roundbox, Azteq, Scanbuy Prior experience OpenwaveChief Development Officer GM $100MM Client Business SignalSoftFounder/CEO through IPO & acquisition by Openwave Intrado/SCCVP Engineering Perry LaForge Founder/ChairCDMA DevelopmentGroup (CDG) Board Member inOvate, FusionOne, Transaction Wireless, Nextivity Advisory BoardsRosum, Roundbox, Tensorcom, Scintera Wireless, Bitfone (sold to HP), Wichorous Prior experience Co-FounderinCode Telecom Group Kodiak Networks Eric McCabe JumpTapVP Marketing & Co-chair, Mobile Search Group, Mobile Marketing Association OpenwaveDirector of Marketing SignalsoftVP Marketing & Board member for Location Interoperability Forum US West: Associate Director, Corp. Strategy Pittiglio, Rabin, Todd & McGrath (PRTM)Lead Partner over 18 years during growth from 6 to 400 employees Early roles at Qualcomm, Airtouch/PacTel, Conner Peripherals Network of Senior Level Industry Affiliates

4. Thought Leaders at Board & CxO level

5. Strong network: operators, vendors, VCs, media and ad agencies

6. Close connections to startup community

7. Strategy

8. Market assessment & value prop development

9. Strategic and business planning

10. Strategic options

11. Execution

12. Early stage startup acceleration & fundraising

13. Marketing and Product Management

14. Business and Corporate development

15. Interim General ManagementAngelInvestors VentureCapital Funds Entrepreneurs& founders PrivateEquity Funds Growing mid/ late stage companies EstablishedTelecom Equipment Vendors Affiliate Individual Consultants NetworkOperators/xVNOs

16. ISVs have many choices BusinessMobility Framework

18. Transaction based (some combination of APIs used)

19. Capacity based (monthly fee for max no. of API calls/hr)

21. App store, Telco revenue share 20-30%

23. In-network Managed Service with revenue share

24. License and deploy In-networkBUY

25. And Now For…. A Short Skit …. between a Telco 1.5 executive played by Sanjay Jhawar …. and a Web 2.0 ISVplayed by Thomas Howe.

26. Skit / 1 Telco 1.5 executive Web 2.0 ISV I hear you have a cool application Yes we are very proud of it We're interested to see if we can put it on our network How would that work? Well, send us the specs and call flows of how your app works and give us a month or so and we'll produce a requirements doc on how you could port to our app server Hmm, so if we do that we'd have a major development project. How long would it take to launch? Well, BSS and OSS integration are the longest pole items. Our IT department is backed up for 9 months. Lets do a lab trial first without BSS/OSS, say 4 months. Then we'll do a market trial to assess user demand Then we’ll look at BSS/OSS integration for launch. You'll need to maintain a lab system for us as well as the live system. We have to ensure the application is robust enough to carry our name and that it will scale. A year, tops.

27. Skit / 2 Telco 1.5 executive Web 2.0 ISV And how would we fund our investment? Well, we have the potential to roll this out to millions of users. When it launches we'll pay you a 15% revenue share up to 100,000 users, and you provide the necessary infrastructure. Then we'll move to a per user perpetual license up to 1m users. After that we'd look for a site license for a fixed fee. Could you fund our development up-front? We don't typically do that. We want you to have “skin in the game” to see it succeed commercially. Well will we at least have an exclusive with you for this category of application? You know we might be required to do an RFP at some point, so no, we can't do an exclusive. How about you just promote our application on your portal and we sign up the users and give you a percentage? Oh, we'd want this to only have our brand on it. These are our customers you know. And it needs to show up on our customer's existing bill. And I'm sure we'll have a dozen things we need customize or change.

28. Skit / 3 If I spend my development resources on my core service, I see users sign up as soon as I release it and revenue immediately. Over a year we'll roll out half a dozen major features upgrades. You have to understand the way we work with our vendors. There's a whole certification process, and it takes some time. We can accommodate maybe one major and one minor service update a year. But, listen … this could be huge for you! Why don't you send us your specs first and then your team should come out to see us in a month ? Hmm. Listen, can I get back to you in a few … weeks? Telco 1.5 executive Web 2.0 ISV

29. What do ISVs want? To run a business…. Technical No telco “science experiments” Access to technical capabilities not available over the top Revenues Predictable time to revenue measured in months not year Reach to largest addressable numbers of devices and users Streamlined user experience especially for provisioning No cap on the upside Costs Upfront understanding of total investment to go through certifications and trials Business model matching costs to revenues for predictable margins Lowered cost of communications compared to using 3rd party message aggregators call termination providers

30. Strategic questions for Telco 2.0 carriers Core/Non-Core ToleranceforRisk CustomerAccess InnovationModel Ability for Org toEmbrace Complexity

31. Strategic questions for Telco 2.0 carriers Science experiment? Investment for telco to build app Long tail or looking for hits? Comms as the meat or as spice? Business or consumer? Core/Non-Core

32. Strategic questions for Telco 2.0 carriers Market adoption risk low or high? How well is user behavior understood ? What makes the similar app attractive elsewhere Risk to performance of othernetwork applications Tolerance for Risk

33. Strategic questions for Telco 2.0 carriers Internal vs. external innovation Strategic or tactical application? Feature extension or whole application? Telco technical value add? Golden Assets, Service Aggregation, QoS … Access to necessary IP? Legacy system architecture constraints? InnovationModel

34. Strategic questions for Telco 2.0 carriers CustomerAccess Is Telco buying or selling ? Which way does the money flow? Who is bringing the customer? Who has the sales force able to sell? Who is able to bill? Branding Importance of community value to proposition Value in existing app brand to customers Fit with telco marketing proposition / brand? Feasible for Telco to do customer support?

35. Strategic questions for Telco 2.0 carriers Telco ability to create the whole solution / value chain / ecosystem Shared customer support model? Willingness for multi-year investments Ability for Org toEmbrace Complexity

36. 17 Business Model - Demand Curve Mapping OperatorBusinessModel Revenue Share Broker / Bill on Behalf Of (%) Subscription/traffic Co-brand App Provider Operator Branding High touch support Lo touch support Operator RFP Developer Support ExternalIndependent Partner Operator Internal Managed Service Vendor Operations Control Feature Roadmap Control Shared App Provider Operator core services extended features from external services 4a. Enabled e.g. 1-800 (no brand association) 4b. Endorsed – the new “on deck” e.g. T-mobile channel on Android Market 4c. Open apps – e.g. GetJar fully fledged service better probability of a “hit” possible “hits” within target segment 1 2 3 4 1a. Build internally 1b. Feature via managed service provider 1c. Feature via external mashup

38. Managed Network Service plus handset clients, both provided by Core Mobility (now Smith Micro)

39. API to existing voicemail system

43. PBX number & functionality on Blackberry

45. Who could use network call control APIs? Blackberry Mobile Voice System

46. sanjay.jhawar@ideasandplans.com