2. magic4 presentation to the CB Forum Mike Kent Directeur Général Southern Europe Magic4 Ltd Trends, developments and opportunities with cell broadcast in wireless messaging

3. magic4 agenda  magic4 overview  trends in the marketplace  critical success factors  cell broadcast strategies  sample applications

4. mobile messaging from magic4 defining the future we’re the world’s leading independent developer of mobile messaging solutions  we help define world standards  we ensure interoperability and compliance out-of-the-box  we give handset manufacturers a total messaging solution © Motorola

5. our messaging continuum EMS, MMS, IM... and beyond we’ve applied joined up thinking to our messaging platform  the products we supply today have a clear path to tomorrow’s network capabilities  magic4 EMS, MMS and IM solutions are all backwards compatible  our software makes it easy for clients to add their own phone personality and features © Convisual

6. thought-leadership world-class expertise we don’t just adhere to world standards. We help to define them  magic4 participates in leading standards bodies, inc 3GPP and Wireless Village.  70 staff : our expertise has been applied by the world’s top phone manufacturers.  global support from offices in the USA, UK, Sweden, France and Hong Kong. © Siemens

7. commercial benefits reduced time, cost and risk it’s simple - our messaging platform accelerates handset development  reduced time to market  our outsourced ‘software and consulting’ model is cost-efficient  standards adherence and inter- operability testing avoids risk © Motorola

8. technical benefits ‘brand ready’ software no need to re-invent the wheel... our messaging platform is ‘brand ready’  magic4 messaging clients are ready for manufacturers to add to their own GUI  manufacturer technical teams can focus on developing other handset attributes  our consulting team will handle custom developments and handset integration © Siemens

9. market leadership our current success story  2x EMS R4 contracts  10x EMS R5 contracts in GSM and CDMA  2x major semiconductor supplier contracts  Openwave MMS partnership  3x MMS contracts inc ‘Top 3’ manufacturer  Negotiating 11x MMS contracts  Nokia Smart Messaging client  Wireless Village Instant Messaging

10. magic4 agenda  magic4 overview  trends in the marketplace  critical success factors  cell broadcast strategies  sample applications

11. the world... as we know it

12. the world... with EMS and MMS

13. yesterday... there was text Mike. Don’t forget you’re presenting at the cell broadcast presentation next week...

14. --- Sandy Mobile --- today... we’ve got small pictures Having fun in Ibiza

15. today we also have colour... and polyphonic sound Thanks for a great meal. Kate xxx

16. and the future will be... multimedia Kisses from Sandy Hi Peter, having a lot of fun in Ibiza!

17. what does Visual Messaging look like today?  Text, sound and graphics are combined to deliver multimedia messages. -- Sandy’s Mobile -- Michael is in Town! Smart MessagingEnhanced MessagingDownload FunMultimedia Messaging -- SMS Reminder -- Thomas, time for your presentation

18. there’s a clear path from EMS to MMS Source: Gartner Group October 2001

19. revenue projections up to 2006 Source Baskerville

20. messaging evolution... user development SMS EMS MMS IM

21. the messaging continuum learning by doing SMS EMS MMS User Interaction  user learns new features one step at a time network operators define billing and infrastructure in a planned way handset manufacturers evolve their designs content providers contribute to change   

22. handset availability? the phones are ready now

23. cell broadcast revenue sharing

24. magic4 agenda  magic4 overview  trends in the marketplace  critical success factors  cell broadcast strategies  sample applications

25. critical success factors for multimedia messaging  buy-in from value chain  consumer-focused practices  more public awareness of CB  big brand support  quality content  more multimedia phones

26. multimedia messaging the applications Person-to-Person Messaging Supporting all Mobile Phones Pictures, Animations, Sound & Colour Content Created by Users Rich Content Messaging Cell Broadcast receiver Turning the Mobile Phone into a Universal Device for Information, Entertainment and Communication

27. magic4 agenda  magic4 overview  trends in the marketplace  critical success factors  cell broadcast strategies  sample applications

28. conVISUAL’s concept test: “What content do you favour?“ Source: isi/conVISUAL market research 04/2001, n = 285 Scoring method: rank 1: 5 points, rank 2: 4 points... no rank: 0 points “Everything has to be coloured!“ A statement from one of the interviewees “Everything has to be coloured!“ A statement from one of the interviewees preferred content has a personal touch

29. receiving messages that are personal and relevant Consumer Messaging Store promotions Picture postcards Tourism services Community Messaging Traffic Emergency services Events Business Messaging Entertainment Travel news In-store offers

30. strategies to increase the popularity of cell broadcast  use permission marketing... not intrusion  database driven... for relevant messages  work with the entire value chain  add interactivity

31. work with a mobile content broker The Content Broker is a messaging service that allows content providers and/or consumers to publish, distribute and sell multimedia content to mobile phone subscribers. Multimedia Message Broker Content Broker Media Company Sponsor-Model (free for closed user groups)  Publisher pays for delivering content Premium-Model (open premium rate service)  Subscriber pays for receiving premium content Sharing-Model (chat, televoting, dating, etc.)  Both parties pay to exchange content Various tariff options allow flexible pricing of services: Celebrity (e.g. TV presenter) Private User

32. magic4 agenda  magic4 overview  trends in the marketplace  critical success factors  cell broadcast strategies  sample applications

33. cell broadcast applications personalisation services Ringtones Screensavers Operator Logos Wallpapers Picture Messages

34. cell broadcast applications infotainment

35. cell broadcast application picture postcards

36. cell broadcast applications venue promotions Only 25 Euros Party promotion tonite at Club Lobo

37. cell broadcast application handset recognition Message SMSc MMSc Nokia 7650 Nokia 6310 Application Siemens ME 45 SMS/WAP MMS

38. Infotainment Entertainment Building network traffic

39. cell broadcast applications the technology is underway  now the challenge is to show the entire value chain the potential of cell broadcast -- Sandy’s Mobile -- Michael is in Town! -- SMS Reminder -- Thomas, time for your presentation

40.  Thank you for mike.kent@magic4.com listening