The document discusses mobile applications and the opportunities they present for digital consumers and businesses. It introduces Flypp, a white labeled mobile application platform that empowers mobile operators to monetize digital consumers through experiential applications. Flypp provides a rich application portfolio, ecosystem management, and application retailing and marketing support. It allows operators to launch a universe of applications to their customers across multiple devices.

1. Mobile Applications & the Digital Consumer Deepak Swamy Infosys Technologies Limited Communications, Media & Entertainment [email_address] The Journey Ahead Market data from GartnerGroup and Wikipedia is gratefully acknowledged. All trademarks referenced herein are acknowledged as the property of their respective owners and are referenced solely to provide an industry perspective presentation at Mobile web & apps worldforum.

2. Mobile Applications are Disruptive Because They Create New Consumer Experiences at the Boundaries of Multiple Industries 4 Billion+ Mobile Subscribers “ Walled gardens” losing ground Hundreds of devices on a dozen or more OSs Wireless Carriers “ Smart Devices” “ Trusted Consumer Relationship including Billing/Charging” “ Diversity of apps” “ Integration with your online world” Hundreds of millions of owners Single OS, many apps 1 Billion Users Online everywhere “ Internet Economy”

3. Mobile Applications Have the Potential… To Enhance Lifestyles… To Enable Livelihoods… Gartner Projects by 2013: 21 Billion Downloads Generating $23 Billion in end user revenue Over $6 Billion in Apps-Related Ad Revenue

4. This Will Require New Strategies for… Revenue & Payment Models Free, paid and “Micro-paid” Applications Subscriptions and ad-funded models Driving Mass Adoption From ‘one size fits all’ to off-the-shelf sizes Support more not fewer devices Applications for Commerce & Transactions Ordering of products and services Virtual meets physical

5. Introducing… Flypp is a white labeled , “ Ready to Launch” Application Platform for mobile operators. Flypp empowers operators to monetize digital consumers through a host of ready to use experiential applications across the universe of devices

6. … A Word on Flypp From Infosys Your branded store Infosys will provide a White Label Application Ecosystem Plug-and-Play approach Complimentary to Operator’s Application Store A universe of applications Thousands of apps in the portfolio (games, lifestyle, entertainment) Multiple channels for consumption Launched to virtually all your customers Apps available for 200+ mobile handsets Addressing entry-level, medium & high-end devices Flexible commercial & deployment models Range of deployment models Variable pricing models including Revenue Share Deployment under way at one of India's leading mobile operators with 32M subs

7. Retail & Merchandise Flypp Includes a Complete Ecosystem Management Capability Developer Community Developer Community Infosys, Operator Apps, 3 rd Party Developers B2B / Commerce Partners Retailers, Travel, Healthcare Providers, etc Consumer Insights / Application Portfolio Management Target Attract / Engage Plug & Play With Operator Application Store & Developer Ecosystem

8. Flypp Includes a Ready-to-Launch Rich Apps Portfolio, Ecosystem Management and App Retailing & Marketing Support

9. Flypp Business Services B2B Service Partners Content Partners, Retailers, Banks, Advertisers SDP / BSS Product Planning App On-boarding Partner Business Management App Marketing App Retailing Dev Forum Ops B2B Partner Ops Platform Integration Support Operations Product Planning Market Research Apps/Services Ideation Apps Portfolio Biz Case Partner Strategy Concept Development Product Definition Portfolio Development Marketing Strategy Partner Business Management (ISV, Developer, B2B) Partner Scan Value Prop to Partner Evaluation Selection Revenue Share Modeling Brand Licensing Contract Mgmt Partner Business Case Relationship Mgmt Portfolio Mapping Settlement Developer On-boarding App Onboarding Developer Support – Phone, Email, Chat App Classification Multi-variant Creation Certification Event Management Dev Portal – Content Ops Dev Forum Operations B2B Service Operations Business Process Integration Fulfillment Operations Brand Integration App Marketing Operations Price Decisions Distribution Decisions Value Prop to Consumer Mobile Market Segmentation Target Market Selection Promotion Decisions Viral Marketing Product Positioning - within Target Market Cataloging / Categorization Product Placement / Display Offer Definition App Retailing Operations Campaign Operations Business Rules Development – Recommendation Search Product Promotion Platform Integration Operator Integration - B/OSS, SDP B2B Integration Support Operations Customer Support Technical Support Content Ops Partner Reconciliation

10. Today’s Emerging Applications Target Lifestyle Needs of the Digital Consumer Productivity Entertainment Social Networking Utilities Lifestyle Finance Gaming 2.0 mJobs Multi-lingual SMS Book-a-Cab SMS Timer Food Recipes mLearning English Sikho mLibrary Music On Demand Bollywood Chart Buster Karoke 2.0 DJ Mixer IPL Street Cricket Zorro’s Adventure IPL 3 Live Scheduler Fantasy Soccer mCommunity Bulletin Board BlogSpot All-in-One IM LookRite Cloths4Me HealthCare mYoga Stock Mania Virtual Stock Market Budget Planner Expense Tracker

11. Future Apps & Services Will Offer Richer Experiences But Require a Larger Ecosystem… One which Seamlessly Fuses Brands, Content, Information and Social Networks into a single Application that is delivered to create the “moment of truth” on the device Commerce & Information Consumer Brands Entertainment Retail F&B Images TV & Film Music Payments / Credit Transactions Coupons My buddies My media My Purchases Rich UI Ad-sponsored Content Social Network Interaction Experiential Apps

12. Mobile App Store in India powered by Flypp™ from Infosys (courtesy Aircel Limited)