1. June, 2005Wap Oneline Global Mobile Value Added Services (VAS)

2. June, 2005Wap Oneline The Company WapOneline was founded in 1997 in Finland, and currently has VAS/Content operations in 17 countries, with over 50 Wireless Networks. CALA office in Miami

3. June, 2005Wap Oneline The Company Partnerships with many of the worlds leading Wireless companies and Global Entertainment Giants. AOL Time Warner EMI Music BMG Music SONY Music, etc.

4. June, 2005Wap Oneline What We Do? We Increase ARPU How: –Open standards turnkey technology –Fully managed services –High quality content creation/aggr. –Marketing statistics and consultancy –3 rd party provisioning/reconciliation

5. June, 2005Wap Oneline Wireless VAS Evolution Level One: SMS Capabilities Level Two: GPRS/1xrtt and WAP Capabilities Level Three:MMS Capabilities Level Four: Enhanced Audio and Video Capabilities

6. June, 2005Wap Oneline Wireless VAS Evolution Level One: SMS Capabilities It is important to gradually launch new VAS services and give the subscriber a chance to first adopt simple Value Added Services and use them, and only then introduce more Value Added Services with higher complexity levels.

7. June, 2005Wap Oneline Wireless VAS Evolution Level One: SMS Capabilities Gradual VAS launch will avoid confusion among subscribers. It also allows maximum usage volumes on each deployed VAS level which in turn will provide the best return for the VAS investment for the Wireless Operator and select VAS Vendor(s).

8. June, 2005Wap Oneline Wireless VAS Evolution Level One: SMS Capabilities Normally, the very first wireless VAS is the SMS. First there is one-way SMS, which has only the capability to receive text message alerts. Then it evolves to two-way text messaging that allows subscribers to communicate not only via voice but also via text messaging.

9. June, 2005Wap Oneline Wireless VAS Evolution Level One: SMS Capabilities To make the SMS even more attractive, service content providers, SMS Center Vendors and Wireless Operators began creating new uses for the SMS. First though, they had to create a billing functionality to monetize the services. Monthly subscription charging did not meet the expectations; it had to be event based billing. Thus, SMS billing based on short codes was integrated to the SMS Centers and to Operators billing systems. MO (billing CDR issued when subscriber sends an SMS to the short code) MT (billing CDR issued when subscriber receives an SMS from the application using a certain short code). Premium SMS messaging was born.

10. June, 2005Wap Oneline Wireless VAS Evolution Level One: SMS Capabilities First data VAS is just text: Flashing SMS Express SMS Anonymous SMS SMS Alerts: Jokes, Sports, etc. Turn Based SMS Games SMS Chat SMS advertising as a by product Location based Services: Finders, Guides, etc. TV and SMS: TVchats, TVgames, TVvoting, etc.

11. June, 2005Wap Oneline Wireless VAS Evolution Level One: SMS Capabilities Binary SMS Capabilities: 2nd VAS Binary SMS is actual binary data (instead of just text) that transmits files/information in binary format from a server side application to handset or from handset to handset. SMS Ringtones SMS Logos SMS Picture Messages

12. June, 2005Wap Oneline Wireless VAS Evolution Level Two: WAP Capabilities WAP: Wireless Application Protocol - Mobile Internet Browsing WML – simple black and white images and text WAP2 or XHTML – color, images, css and text JAVA Applications Handsets should be pre-configured or OTA More customer involvement

13. June, 2005Wap Oneline Wireless VAS Evolution Level Two: WAP Capabilities Polyphonic Ringtones Real Tones Color Wallpapers Color Logos WAP Sites JAVA Games Click here Click for next sound

14. June, 2005Wap Oneline Wireless VAS Evolution Level Two: WAP Capabilities Polyphonic Ringtones Real Tones Color Wallpapers Color Logos WAP Sites JAVA Games

15. June, 2005Wap Oneline Wireless VAS Evolution Level Three: MMS Capabilities MMS often follows WAP WAP GW needed, hence acquired first Can be leased and remotely hosted (CAPEX) Pre-configured settings or OTA (as for WAP) Very few Operators have actually used the MMS functionalities in their offerings to the max. Some Operators are happy with simple photo messaging.

16. June, 2005Wap Oneline Wireless VAS Evolution Level Three: MMS Capabilities MMS: Multimedia Messaging Services True Multimedia Messages With Sounds, Images and Text In A Pre Composed Message or Consumer Composed Message. Self Shot Short Video Clips (C2C) Handset Message Composing (C2C)

17. June, 2005Wap Oneline Wireless VAS Evolution Level Three: MMS Capabilities A2C MMS: Online MMS Composers Canned Audio/video Messages Weather Maps Driving Directions MMS Channels: News, Sports & Entertainment

18. June, 2005Wap Oneline Wireless VAS Evolution Level Four: Enhanced Audio and Video EDGE / EV-DO / UMTS / W-CDMA 3G radio technology that triples the high-speed data capacity of GPRS/1xrtt Enhanced network elements enabling operators to provide high-speed Mobile Internet services. The Mobile Internet page loads are finally at the enjoyable speeds. The connection will stay up long enough to actually finish downloading a large +200kb game file or to play truly a networked multiplayer game.

19. June, 2005Wap Oneline Wireless VAS Evolution Level Four: Enhanced Audio and Video Streaming News Streaming Sports Streaming Music Full Song Downloads True WEB & WAP Portals Multiplayer JAVA Games

20. June, 2005Wap Oneline Time Mobile Internet WAP Location Based Mobile Multimedia Video/Audio Streaming Network Gaming Enhanced Services Video Conferencing High-Speed Portals 3D Gaming Value Added Services Handsets Network GPRS GSM GPRS EDGE/WCDMA Bandwidth 13kbps 2Mbps Wireless Voice Messaging DATA TRENDS

21. June, 2005Wap Oneline $ t ARPU VAS Helps Bottomline Once any country opens its doors and liberates its Telecom Industry for free competition there will be pressure from the new Wireless Telecom entrants for lower voice pricing and CHURN will be introduced to the market. Value Added Services can help to combat both but it has to be done correctly from the start to ensure the positive effects.

22. June, 2005Wap Oneline CAPACITY COVERAGE QUALITY CUSTOMER CARE TARIFFS SERVICES DATA EFFICIENCY TIMETIMETIMETIME $ t ARPU VAS helps Bottomline Operators communicated Competitive Advantage changes many times over the course of its life cycle: INNOVATIVE

23. June, 2005Wap Oneline Preparing VAS Launch So how to go about launching and delivering VAS as it is not the Wireless Operators core business? By selecting quality Content Provider Vendor(s) to help. And by defining the roles!

24. June, 2005Wap Oneline VAS Vendor Selection More than one? Start with one. Analyze what they are good at, how much relevant quality content they have and if they can integrate others later. VAS marketing know-how. Must have proven technology.

25. June, 2005Wap Oneline Basic VAS Platform –Robust message routing (also 3rd party) –Infrastructure based on open standards –Store and forward functionality with full message logging –Real-time billing querys to the Operators billing system –Billing Options: MT/MO SMS, Wap and STK Billing with logs –Adept performance metrics –Adept security for connections, logs and hosted content –24/7 Network and Event Monitoring and Support –Remote provisioning through a secure web interface –Hosting Facility and Network Redundancy/SLA –Support for all types of Mobile Files/Content –Support for the most common connectivity APIs: SMPP, CIMD2, UCD50, SEMA OIS, SOAP, XML, HTTP(S), MM7, MM4

26. June, 2005Wap Oneline Basic VAS Platform –Content catalog display menus for Web, Dynamic/Static STK & WAP 1.x/2.x –Intelligent handset recognition and support for all required handsets –Content access control and DRM –Customizable content categorization and localization –Remote Customer care UI, service rating, and content search tools –Real-time sales/download statistics for marketing and for 3rd party reconciliation

27. June, 2005Wap Oneline Content Providers and/or Managers Content Providers and/or ManagersNetworkOperator Content Creation Content Packaging Delivery & Billing Service provis. Access provis. Network Operator Does All In-house Content Providers and/or Managers Network Operator Has More Control HANDSETS Roles Must Be Chosen Service/Content Marketing Involves All Parties Tasks to Perform for VAS offerings Entities Performing those Tasks { Different Approaches

28. June, 2005Wap Oneline Launch Process –The integration by Primary Content Provider –Operator Provides Technical Specifications –Operator/PCP will allow access for other CPs –Operator/PCP will assign & route a ShortCode for CP –PCP will setup the content platform in its own facility –PCP will test the platform functionality internally –PCP will create the SMSC connection –PCP & Operator will bind and test routing –PCP and Operator will test content deliveries –PCP will set-up testing portal(s) for training purposes –Operator personnel will demo internally –PCP will finalize the design of the portal(s) –PCPs will integrate the billing –PCPs and Operator will test the billing –System is ready for launch!

29. June, 2005Wap Oneline Thank You Please request a full copy! Tim Saarela WapOneline CEO - Americas Region tim.saarela@waponelineusa.com