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2 Keys To Successful Participation TV Jim Newton

3 The Telsis Offer The Text and Voice Experts Voice Infrastructure Voice Services Text Infrastructure Text Services voice infrastructure voice services text infrastructure text services

4 Sales and Support Offices Australia France Germany Italy Netherlands Singapore Spain UK supporting customers in over 50 countries

5 Reference Customers

6 Successful Experience Participation TV Basic SystemTariff Adjustment, Revenue Share Telsis System

7 Keys To Success  Programme Maker  Most successful shows incorporate interaction during concept stage – if interactivity fails so does show  Major programmes need major investment from programme makers Reliability  User  Vote really counted – fast positive confirmation  Had a real chance to win Capacity Trust

8 Keys To Success  Operator  Major shows are high profile  Sponsorship and other tie-ins often involved  A failure would be highly embarrassing for the operator Service Quality Trust

9 Keys To Success  Use and Pricing  For User  For Programme Maker One Number for Text and Voice Simplicity

10 SimplicitySimplicity To vote for Kajsa call or send BBUT05 to 72155

11 SimplicitySimplicity call or text To vote for Kajsa

12 Keys To Success  Simple Market Proposition  Segment market – play to operator strengths  Shortening of value chain Efficiency Simplicity

13 Keys To Success  Trust  Reliability  Capacity  Service Quality  Simplicity  One Number for Text and Voice  Simple Market Proposition Summary The Right Architecture Makes It Happen

14 Current SMS Voting Last week, one mobile operator admitted to deleting text messages sent to Radio 1 because of the deluge that occurred whenever the station publicised its number to its 11 million listeners. Message in a bottleneck The Guardian

15 Current SMS Voting KEY CONCLUSION Capacity problems on the side of the mobile networks is the main hurdle that has to be overcome before this market can be exploited to its full potential. Van Dusseldorp & Partners SMS-TV: Interactive Television Reinvented The SMS Centres (SMSCs) are not equipped to handle large peaks of in- and outgoing SMS messages. There are numerous examples of SMS networks that crashed because of high peak traffic during television shows.

16 The Potential “Current SMS network capacity has been adequate for current programme formats. However, we believe that the full potential of mobile enabled Participation TV is only possible when we can offer programme formats that involve millions of text interactions within 5 to 10 minutes.” Justin Judd, Justin Judd, Controller of Online & Interactive, ITV Controller of Online & Interactive, ITV

17 The Potential “With Idols and other programme concepts, Fremantle Media has a proven ability to stimulate a TV audience to participate using the phone. However, if the networks could support real-time SMS participation by the whole audience it would provide a whole new dimension for our creativity.” Mark Newton Vice President, Fremantle Media Vice President, Fremantle Media

18 Text Participation TV The Problem From other operators Service Providers SMSCs MSCs Low volume

19 Text Participation TV The Solution From other operators Service Providers SMSCs MSCs Always On SMSRouters VotingSystem Low bandwidth High volume

20 Virtuous Circle invest in capacity TV programmes with more voting more SMS votes more traffic, more revenue Win – win scenario Start here

21 Looking Forward Message Sent = Vote Counted

22 Intelligent SMS Routing SMSC MSC MO SMS SCP SMS Router SMS Interface Gateway Service Providers MTMO TCP/IP VotingSystem Broadcaster MT The architecture for growth

23 Keys To Success  Trust  Reliability  Capacity  Service Quality  Simplicity  One Number for Text and Voice  Simple Market Proposition Summary The Right Architecture Makes It Happen