The document summarizes Swisscom Hospitality Company's services for the hotel industry. It discusses challenges facing hotels, such as increased competition and changing customer expectations. It outlines how information technology can help hotels address these challenges through solutions like cost optimization, personalized services, and standardized deployments. Swisscom provides consulting, network operations, applications integration, and other services to help hotels manage increasing IT complexity and deliver enhanced guest experiences.

1. Swisscom Hospitality Company presentation 2011 V2011-1

3. The hospitality sector faces important challenges that require a smart and flexible response Competition : Many hotel brands address the same client segments with comparable services; differentiation of brand value is essential. Changing customer base : New generation of guests takes latest technologies for granted, while questioning some of the traditional hospitality concepts. Rising service expectations : Guests expect enhanced services, i.e. more personalization during their stay but also before and after their stay. Increasing cost consciousness : Recent economic downturn has led many companies to cut their travel budgets; likewise, leisure travelers have become more cost conscious.

5. Continuous increase in IT complexity poses serious operational challenges to hotels Tomorrow Today IT complexity IP-based applications Internet-enabled guest devices More bandwidth More IT integration More network management Your onsite IT resources?

6. A specialized IT partner helps hoteliers respond to their questions and considerations My service costs My brand standards Free-to-Guest expectations Our entertainment Our social networks Our devices How can I make strategic IT investments? What costs is the hotel owner willing to bear? What Opex-based alternatives exist? How do I keep pace with evolving user technology? How can I offer a unique guest experience?

8. A thorough needs consultation is a precondition for successful technology deployment

13. More hotel application complexity calls for a specialized hotel system integrator Hotel in a box Project management Integrated room experience

17. Our Network Operations are at the heart of your service delivery Network monitoring Network management Network reporting Network assessment

18. We are the only party that brings enterprise network management to the industry We pro-actively monitor 7/24 and notify the hotel in case of issues. We manage service at the height of client expectations. We report on the network and track our performance against SLAs. We interpret network data to continuously improve them and optimize cost. Monitoring Swisscom NetSmart * Assessment Management Reporting * Our NetSmart suite is powered by IBM Tivoli, a professional service management suite that Swisscom Hospitality has adapted to suit the specific needs of the hospitality market.

23. A set of converged applications that drive guest satisfaction and generate additional revenue Cloud Services

26. Our business models let hoteliers choose on pricing and on revenue generation Hotel Swisscom or Hotel Swisscom CAPEX investment Hotelier maintains a revenue stream Hotelier pays a fixed fee per room per month. Hotelier has full pricing control. Revenues are split between the hotelier and the service provider Economics Decreasing Quality of Service (QoS) and guest satisfaction, as HSIA becomes a cost center Hotel chooses free to guest Hotel chooses to charge (2) Fixed fee model Free for ‘standard’ service, charged for ‘premium’ service (3) Hybrid model : Mix of (1) and (2) Light users may be unhappy to be charged for basic web browsing, sending emails etc. Swisscom and hotel agree on charged service (1) Revenue share model Risks Pricing intention Business model

28. With Swisscom, our hotel partners can fully reap the benefits of interactive IPTV Content customization (Live TV, 200 movies, special interest titles) Fully customized user interface Hotel-specific contents and service bundles Personalized program line-up Real-time guest communication through the TV screen Advanced interactivity services: welcome page, EPG, alarm clock, etc. Swisscom IPTV offers guests a unique interactive experience – more choice, more personalization, more functionality. Integrate with multimedia services

36. Cloud services, an opportunity for hoteliers to scale and standardize services at lower cost Increased financial flexibility Easier operating procedures Reduction of onsite resources Rapid deployment of new hotel sites Standardization Identical services are available at N individual sites Simplification Key hotel applications are hosted above property – without using any onsite resources Scalability Applications are available following the SaaS (Software as a Service) model. No charges for unused services or capacities.

38. Swisscom cloud services support the geographic expansion of citizenM hotel chain* Central reservations PMS, CRM Telephone standard (PBX) citizenM Glasgow citizenM Amsterdam citizenM New York Video: A hosted PBX for citizenM * citizenM’s ambition is to open 20 hotels through Cloud services till 2016.

46. Swisscom AG – key figures as of 31/12/2010 The Swiss Confederation as the majority shareholder of Swisscom AG. Net revenue CHF 11.988 million EBITDA CHF 4.597 million Net income CHF 1.786 million Employees (worldwide) 19.547

50. We have 10 years of continuous innovation for the hospitality industry and more to come Dec. 2002 2004 2005 2006 2007 2008 2009 2010 ConnectedHotel TV wins the TopHotel Star Award Company inception Conference services for hotels Business Center Solution Differentiated bandwidth offering Web 2.0 value-added services Swisscom IPTV Optimized WiFi Smartphone Deployment of Cloud-based solution for citizenM 2003 2011 Full WiFi coverage

51. Our technology partners support us in our mission to bring innovation and greater technological homogeneity to the industry Partner for improved service management, business automation and network management in the hotel space Network equipment: Software: TV hardware:

52. Where to find us Global HQ: Hospitality Services Plus Geneva, Switzerland +41 22 740 75 01 North America: Hospitality Services N.A. Dulles, VA 20166 (571) 323 6600 www.swisscom.com/hospitality Subsidiaries in: Austria Belgium Denmark Dubai France Germany Great Britain Italy Portugal Romania Russia Spain Turkey