Differentiation Through Advanced Advertising Services Gavin L. Ellzey EMC Corporation

2 Major Trends –Service Providers are moving away from distinctive heterogeneous sectors – such as wire-line, cable and mobile telecommunications, and are evolving into a complex, networked and overlapping market –Exploring new digital media revenue sources to substitute for shrinking traditional voice income –Carrier’s are moving towards an “open platform” environment in order to increase adoption and usage of advanced rich media and content generating increased data usage fees, replacing lost wire-line revenue. –VoIP is increasingly becoming an important component of a successful converged services offering –Service Providers serve a duality of customers; subscribers and companies that want to market to those subscribers –Personalization, collaboration & positioning are becoming increasingly important in new service creation

3 User Profiling / Behavioral Targeting – segment users and assign a persona for anonymous targeting Ad Campaign Management Tools – forecast, track and optimize advertising commonly across platforms Measurement and Analytics – manage and report KPI’s Inventory Availability - ability to guarantee video & interactive ad delivery across TV, broadband and mobile platforms System Integration Capabilities – ability to leverage current systems infrastructure Functional Integration – ability to integrate positioning and live interaction into a targeted experience Keys To Success

4 Jane’s Profile: Married One child under 10 One Teenager Car Enthusiast Enjoys Comedy and Drama Bob’s Profile: Married One child under 10 One Teenager Plane Enthusiast Enjoys Westerns and Action Jimmy’s Profile: 10 years old Enjoys hockey At Home Sarah’s Profile: 14 Years old IM & SMS Enthusiast Reality TV At The Mall >Family has a Profile >Individual members have a profile >Each interaction point is personalized for interface and ads >Customization is available to all users from all devices all the time >Parental controls are available for Bob and Jane >Single bill >Campaigns are directed at the family and individuals >Ads have opt in/out which effect content cost >Mobility exists for moving content to/from any device Contextual Personalization

5 Advanced Advertising R/A Ad Buyer Content Provider UGC CRM Billing Other BSS/ OSS Reporting / Analytics Delivery Manager Digital Storefront Portal Digital Asset Management Content Management Relevancy & Personalization Advertising Campaign Management Rating & Settlement Service Oriented Integration Layer