Smart Axiata aims to establish itself as a leader in the digital services sector in Cambodia over the next five years, focusing on mobile-centric lifestyle offerings. The company plans to leverage smartphones and digital access to increase customer engagement and revenue, exploring various digital services such as mobile payments and advertising. Collaboration with partners is essential for delivering innovative content and services, including music streaming and micro insurance solutions.

1. Smart Axiata Confidential
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14-Nov-14

2. Smart Axiata Confidential
OUR DIGITAL SERVICES ASPIRATION
Smart aspires to build a significant presence in the Digital Services
space over the next five years.
Smart to provide mobile-centric lifestyle
Making Smart the mobile digital lifestyle champion
in Cambodia
Smart to be at the forefront of innovation
Bringing innovative, business models to market,
growing its digital footprint across Cambodia
Smart aspires to generate significant Digital
Services revenue in future
Requiring quantum leap effort to achieve this

3. Smart Axiata Confidential
DIGITAL LIFESTYLE
Smartphones have been the “change agent” offering opportunities
for Telcos to capture hidden opportunities.
…thus capturing increased ‘customer wallet
share’ through digital access to services
…thus capturing increased ‘customer wallet
share’ through digital access to services
allows us to capture a greater ‘share of
moments’…
allows us to capture a greater ‘share of
moments’…
Current wallet share
Potential wallet share
Current ‘share of moments’
Potential ‘share of moments’
By connecting the 'dots' we will be able to
generate greater insights on our consumers’
digital lifestyle…
…offering the opportunity to monetize
every consumer interaction with digital
services

4. Smart Axiata Confidential
Mobile Advertising
Mobile Payments
Digital Commerce
Mobile Remittances
Digital Ad spend >
Print Ad spend for the
first time in 2010
+60% mobile payment
transactions in 2012
(USD 172 Bn)
USD 5 Bn mobile
sales at eBay in 2011
(+455% since 2009)
35% annual growth
globally – USD 55 Bn
market in 2016
Source: Press search, Gartner, Juniper Research
HUGE GROWTH POTENTIAL FOR TELECOMS AS
DISPLACEMENT OF OFFLINE REVENUE CONTINUES

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Smart Axiata Confidential 14-Nov-14
• Messaging
• Display
• Insight/Analytics
• Remittance
• Mobile Payment
• Micro Lending
• NFC, OTT Wallet
• Online Shopping
(OMP, C2C, B2C)
• Price Comparison
• Bookings – Events,
Leisure, Health
• Video
• Music
• Gamification
• Learning / Edu
• Events / News
• Navigation
• Telematics
• Home Security
• Smart Metering
Digital
Advertising
Digital
Money
Digital
Commerce
Digital Ent /
Edutainment
M2M Connected
Devices
(API Framework - Identity, Payment, Location...)
Regional Business in OFW, D-Ads and D-Commerce
Digital Services Delivery Platform (Remittance, Gifting, Entertainment…)
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11
33
22
√ √ √ √
POTENTIAL SCOPE OF DIGITAL SERVICES
Leading integrated operators are now exploring opportunities in
investing in some of these verticals.

6. Smart Axiata Confidential
MOBILITY-CENTRIC LIFESTYLE SERVICES
We own core assets to be leveraged to offer and support mobile-
centric lifestyle services and become the ‘go-to’ channel to reach
digital consumers.
Nationwide
retail presence
Customer
relationship
Trusted,
ubiquitous
brand
Telcos will focus on
leveraging our core mobile
assets…
…but offer Voice, Messaging
and Digital Services, anywhere,
anytime and on any device
Anywhere
Anytime
Any service
Any device
Mobile network
/ platforms
Mobility-
Centric
Lifestyle
Services

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14-Nov-14
SMART’S 1st GENERATION DIGITAL SERVICES
Collaboration with partners is key for success.
• Unparalleled content and entertainment
innovation.
• Exclusive partnership for delivering of mobile
music. Anytime. Anywhere.
• CRBT, full-track audio, video downloads, music
and streaming.
• Music portal on iOS, android and Windows soon!
• Micro Personal Accident insurance.
• Sum insured of USD2.5k up to four persons.
• Instant approval via SMS or talk to our service
agent.
• 1 year policy of 2c/day only with 50c initial
registration.
• Micro life insurance.
• For 18-59 years old.
• Registration channel: *2248*1#, 010242248,
Smart Store, field agent, BIMA call center.
• USD.80c/month for USD1k cover OR USD
1.60c/month for USD2k cover.

8. Smart Axiata Confidential