PlazZza Content discovery with PlazZza Wednesday, 23 September 2015

Confidential 23 September 2015slide 2 Contents Introduction: insights on wap Plazzza offer (SMS & WAP) How does PlazZza work? Way to proceed + communication plan Q&A’s

Introduction Growing importance of wap Some insights

Confidential 23 September 2015slide 4 Growing off-portal content offer ON-portal Limited “exclusive” content Billing: Wap content billing Large offer of independent content providers (“COSPs”) Billing: premium sms + Proximus M-Pay OFF-portal

Confidential 23 September 2015slide 5 It’s about getting the right content… to the right customer (1/2) Mobile customer Mobile content VIA THE OPERATOR’S PORTAL (“on portal”) Direct WAP billing Portal = entry-point  Marketing !

Confidential 23 September 2015slide 6 It’s about getting the right content… to the right customer (2/2) OUTSIDE THE OPERATOR’S PORTAL (“off portal”) DIRECT to customer Premium sms (Wap = download bearer) Mobile customerMobile content

Confidential 23 September 2015slide 7 Wap Off Net Market “Off net” is increasingly attracting both more customers and content providers –In France, the “Gallery” model is having considerably success –In Japan the key content providers are migrating to Off-net and 32% of DoCoMo’s revenues are generated Off-net –In Europe 20% of users would like/ or have accessed URLs outside the portal

Confidential 23 September 2015slide 8 Vodafone Greece: “mobile internet” (1/2) Wap 3rd party wholesales environment “Mobile Internet” –directory of partner sites in a WAP Off Net environment Vodafone”enables” their business to sell its brands and digital content outside the Vodafone live! Portal Partners are fully responsible for their “labelled” proposition to the end-user –Access methods to Mobile Internet via Vodafone Live!-menu the search engine specifics URL (eg : “ Wap push mechanism –Off-net browsing pricing for the end-user Purchased items : max € 7.00 vat incl. per transaction WAP browsing : 0.6€/100kbytes vat incl.( time-based model soon)

Confidential 23 September 2015slide 9 First results (from 06/03/06 till 26/03/06) –8 major local 3rd party providing in total 39 off portal wap sites –“Chat & Contact”, “Erotic” and “Ringtones” represent 75% of the total transactions –Average number of transactions per day : 171 (start up phase) –Total number of transactions : 3427 Vodafone Greece: “mobile internet” (2/2)

Confidential 23 September 2015slide 10 Gallery France: the right direction (1/4) Launched in October 2003 by the 3 French MNO’s February 2005 : 40 million pages seen In July 2005 : 520 services and more than 200 famous content providers Total Turnover in 2005 ( premium content) = 25 M€ In March 2006 : 876 services active and an average of 25 new services per month CA Premiu m Q1Q2Q3Q4Q1Q2Q3Q4 1.9 M€ 2.7 M€ 3.2M € 3.4 M€ 4.4 M€ 5.2 M€ 6.8 M€ 8.8 M€

Confidential 23 September 2015slide 11 Gallery France: the right direction (2/4) Increasing average transaction price: –From 1.97€ (Q1 2004) to 2.58€ (Q4 2005) evolution of the Mobile Multimedia Market in terms of –Content (Java games, realtones, video,…) –Handsets capabilities (3G, …) Pricing aspects Purchased items : max € 7.00 vat incl. by transaction WAP browsing :0.10€/minute vat.incl. Type of content (2006)

Confidential 23 September 2015slide 12 Gallery France: the right direction (3/4)

Confidential 23 September 2015slide 13 Gallery France: the right direction (4/4) France: More and more brands are discovering the power of the mobile channel (wap) and introduce it consequently into their marketing mix (if applicable combined with mobile payments)

Mobile content discovery… on the Belgian market PlazZza

Confidential 23 September 2015slide 15 Content discovery is about AID(A) AwarenessInterestDesireAction It all comes down to triggering an action of your customer… See Read Know Buy React …

Confidential 23 September 2015slide 16 Content discovery is about AID(A) AwarenessInterestDesireAction WAP content discovery is about creating awareness, interest, desire in order to trigger off-portal transactions… See Read Know Buy React … WAP CONTENT DISCOVERY PAYMENT “PlazZza” PROXIMUS M-PAY

Confidential 23 September 2015slide 17 Why a mobile discovery mechanism on the Belgian market? Mobile market & its customers becoming more mature (psms) Increasing off portal content offer choice Increasing focus on choice Mobile searching + browsing from impulsivity to choice Customer desire shifting from impulsivity to choice

Confidential 23 September 2015slide 18 PLAZZZA With PLAZZZA, the Belgian operators want to stimulate the off-portal market PlazZza –Initiative by Proximus, Mobistar & Base in order to stimulate the off- portal wap market –It is a WAP content discovery mechanism Allowing mobile customers to easily find your mobile content outside of the operator’s portal Entry point to off-portal content via wap or sms Transparency for end-user & content providerTransparency for end-user & content provider –Common brand (&logo) –Common basic user functionalities –Common PlazZza shortcodes (4444 and 7890) Mobile payment (Off-portal): Proximus M-PAY

Confidential 23 September 2015slide 19 How does PlazZza work? Your brand/content available via wap DIWO DIGITAL WORLD Welcome ENTER By subscribing to PlazZza you request at the Belgian operators an exclusive HITCODE (e.g. Your business “Digital World” could get “DIWO”) 5 generic keywords linked to your business (e.g. “Info”, “Business”, “Games”, …) 3 according Categories … and you’re ready for your off-portal business…

Confidential 23 September 2015slide 20 How does PlazZza work? Content discovery via SMS DIWO Customer sends free sms with your hitcode to the PlazZza short number 4444 Customer sees your “hitcode” on a billboard… DIGITAL WORLD Find us on PlazZza SEND “DIWO” to 4444 …or in a magazine DIGITAL WORLD Welcome ENTER And is directly forwarded to YOUR wap site…

Confidential 23 September 2015slide 21 How does PlazZza work? Content discovery via SMS Mobile marketing Transparancy for content providers & end- users Call to action (e.g. linked to a campaign) Off-portal content sales with Mobile payment (via PROXIMUS M-PAY) DIWO DIGITAL WORLD Welcome ENTER

Confidential 23 September 2015slide 22 Look beyond the operator’s portal: content discovery via WAP DIGITAL WORLD Welcome ENTER Vodafone Live! = entry point to PlazZza wap homepage DIWO Customer enters your hitcode or service name (or keyword search) … and is directed to the content provider’s wap page (discovery + payment!)

Confidential 23 September 2015slide 23 Mobile Payments: Proximus M-Pay enables you to sell direct to your customer Welcome to Proximus M-Pay Please validate your payment: Item: Game DonkeyIII Price: 6,95 € Seller: Donkey Games Your account will be charged 6,95 €. Your transaction number is UTI_ Thank you for using Proximus M-Pay. Digital content directly sold to your customer, via WAP or WEB

Confidential 23 September 2015slide 24 Types of actions / content to discover via PlazZza DISCOVERY PAYMENT (M-PAY) DISCOVERY CALL TO ACTION DIGITAL MOBILE CONTENT MOBILE MARKETING ( = BRANDS) Content discovery for 2 types of mobile content

Confidential 23 September 2015slide 25 PlazZza: model supported by 3 operators Wireless application service provider (WASP) PlazZza SUPPORTED BY BELGIAN OPERATORS EACH OPERATOR MANAGES OWN DATABASE (CFR PSMS) hitcode generic keywords (via request doc) PlazZza Content provider/brand PlazZza

Confidential 23 September 2015slide Proximus REQUEST DOC (via WASP) specify PlazZza content providers … and according hitcode & keywords 1 service name (e.g. Digital World) 1 hitcode (e.g. DIWO) 5 generic keywords (e.g. games, logos) COSP is referenced in PlazZza (Proximus back end) Start your action !!

Confidential 23 September 2015slide 27 Way to proceed at Proximus DIWO DIGITAL WORLD Welcome ENTER Your content available via the mobile channel DIWO M-Payments option?  via M-Pay enabled partner PlazZza Request Via WASP - Your hitcode - Your keywords & according categories - … Proximus via your partner WASP GO!

Confidential 23 September 2015slide 28 Short term communication plan on PlazZza by Proximus MAY 2006 Press Release Proximus/Base/Mobistar JUNE 2006 PlazZza on E-Zine (newsletter via mail) ProxiNews (postpaid invoices) Vodaphone Live!’s What’s News? SEPT-OCT 2006 Proximus Mobile Business Solutions Magazine (COR+SME) JUL-AUG 2006 Proximus Shop Magazine (dealers)

THANK YOU Q&A