The document outlines the role of social networking in consumer digital lives, focusing on the company b! and its services in mobile entertainment, digital marketing, and social media integration. It presents b!'s business model, growth strategies, and planned expansions for 2010, including the development of a proprietary social networking application, hellotxt, aimed at simplifying users' online experiences. Key trends such as the rise of mobile social media and the shift towards digital payments are also highlighted.

1. The Role of Social Networking
within Consumer's Digital Lives
Matteo Montan - Head of New Business

2. Agenda
• About B! And B! Digital
• Setting the scene: major changes & trends
• B! : shaping the OS of your digital life
• Focusing on Social Media
• Hellotxt, the personal social networker

3. B! Gobal Market leader in mobile entertainment
 Listed at Milan Stock Exchange since July 2003
 1000 professionals in 24 offices serving 57 markets
 260 M Revenues, 40M Ebitda (2009)
 120 + operators connected
 200M unique mobile numbers served at least once in 09
 2bn SIM cards reachable.
 Global technical infrastructure
 Balanced & proven business model

4. B! BUSINESS MODEL
B2C B20 B! Digital
• 11M subs to B! Mobile • Full Portal • Supporting brands to
clubs Outsourcing solutions develop their digital
• 500K new customers • Loyalty and Mobile strategy
acquired each week CRM solutions • Mobile Ad, CRM &
• HTXT leading social Loyalty programs ,
media aggregator couponing...
Be3A – Buongiorno proprietary platform

5. B! DIGITAL
M-SITES &
APPLICATIONS
CRM &
LOYALTY
B!Digital is currently present in: Italy, France, UK, Germany, the Netherlands, Spain, Russia, USA

6. B! MOBILE Market Place
• Created to support B! B2C strategy ( B! is one
of top spenders wwide in mobile ADV)
• Acting as agency for B! , a focal point
integrated with all major networks
• Developing its own ad-network , aggregating
thru its platform publishers particularly in EMEA,
Russia and Latam
• 2010 forcast: 1.5M page views

7. Buongiorno’s 2010 Directions: New Business
Buongiorno will leverage on its ongoing
performance to grow in 2010
by a 2-legged approach
Achieve top line
Invest in a new • Social Media
growth in the
current business opportunity • Skill gaming
both expected to take • Digital Payments
in B2C and in B2B off by year end • Connected Devices

8. Changes&Trends: Mobile vs. Desktop Internet
Source: “Internet trends, April 2010” Morgan Stanley

9. Changes&Trends: Social Media vs Email
Source: “Internet trends, April 2010” Morgan Stanley

10. Changes&Trends: iPhone ramp drives growth
Source: “Internet trends, April 2010” Morgan Stanley

11. Changes&Trends : Mobile Social Media!
What has changed? The Rise of
Mobile Social Media Facebook: >1 user out of
4 access it via Mobile !
Source: “Internet trends, April 2010” Morgan Stanley

12. New Business vision: the OS of your Digital Life
N
E Talk & Read, watch, Play for fun Play for Shop
E share listen money
D
S
E
Smart Social Network Aggregator
R
V
I
Social Content Stores
C
News & books, Social On Line
E video, music Games Casino
E-commerce
B Cloud computing – Single Sign On – Multiple devices
I
Z
M Integrated Ad-platform Integrated Payments Systems
O
D
E
L End users Carriers HW manufactures
B2C / ADV B2B B2B

13. Social Media at OS core - The Landscape
Ecosystems
 The product is the network itself Vertical
“Answering a
 Mass market proposition, so by default Multi-functional &
specific demand
Multi-platform
where the
 Allows other organisations to feed off their ecosystem community adds
value”
 Address a clear
market space –
acts as a filter
 Community adds
value to product
and user
 Focuses on
specialisation and
Social App - Enrich your “social” life quality
 Addressing a use case for Users of Ecosystem –
improving it

14. Looking at Social media mass market proposition
Blogger The “Voyeur”
Superconnector
Mass Market
Communicators
 I’ve something interesting to say  SN = Extension of my I like to see
 How do I broadcast my identity & relationships what’s going
messages?  I’ on more than 1 network on
 I’d like to stay in touch
 I have time to kill but...
 I’m overwhelmed by posts
Beneficial tools:
 Simplify > one app for more SN
 Express myself > Richer Updates
 Organize > Filter/Ranking

15. Hellotxt, the personal networker
Hellotxt the personal social networker designed to simplify, enrich
and organise your life online
• All a user’s Social Networks in one interface
• Inbound and outbound communication
• Broad range of media supported
• Multiplatform compatible
• Media Filtering for relevance (3.0 release)
• Freemium + Advertising model (3.0 relase)

16. Hellotxt 2.0: multiplatform

17. Hellotxt 2.0: Simplify
Simplify: Put all your Social Media messaging in one place, inbound and outbound
Reading Posting

18. Hellotxt 2.0: enrich
Enrich: Beyond simple text updates towards richer media sharing
Doodle Updates Geo Location Multi Media

19. Monetising Hellotxt – Freemium model
• Handling millions of posts per month – a rich inventory for advertising
proposition
• Premium App features to improve experience in return for a small fee
Advertising Proposition - Two inventories – in bound and outbound
communication managed by B! Digital Marketing Agency and dedicated Ad
platform, B! Mobile
Phase 1 (Standard):
• CPM (top 20% users) and CPC (inc backfill) for remaining
Phase 2 (Geo and smart inventory):
• Data mining to produce a more targetted proposition for advertisers, covering:
• Geo-status (geographicallly dissected inventory)
• Geo-search (user generated requests)
• Key word tracking (clear understanding of user preferences and interests)
HelloTxt 2.0 HelloTxt 3.0 HelloTxt 4.0 HelloTxt
Launched (freemium) Geo 4.5Geo/Smart
(free) Inventory Inventory
(freemium) (freemium)
Q2 2010 Q3 2010 Q4 2010 Q1 2011

20. Contact & Questions
THANKS!
THANK YOU!
Matteo Montan – matteo.montan@buongiorno.com
matteo.montan@buongiorno.com