Content Advertising Software Iain Gillott 512 263

Content, Advertising & Software Iain Gillott (512) 263 -5682 iain@i. GR-Inc. com

North American ARPU, 2007 - 2012 Ringtones, Games, Email, IM, Music, Video, LBS Source: i. Gillott. Research Inc, 2008 Ringtones Games Email Insight and analysis for the changing wireless world www. i. GR-inc. com

North American Wireless Data Revenue by Airtime and Content, 2007 - 2012 ($M) Subsidized bandwidth fees with advertising Source: i. Gillott. Research Inc, 2008 Subsidized content with advertising Insight and analysis for the changing wireless world www. i. GR-inc. com

i. GR asked the mobile workers what types of applications they would use on a higher bandwidth wireless data network Top two answers were: “the same applications as I use today” and file transfers Some interest in using the higher bandwidth for different applications (gaming, photo sharing, movie downloads, video conferencing, remote training) Video conferencing, remote training, and large file transfers are applications that could have a significant impact on productivity, but require higher bandwidth wireless data networks to be enabled Insight and analysis for the changing wireless world Source: i. Gillott. Research Inc, 2008 Future Uses of High-Bandwidth Wireless Networks www. i. GR-inc. com

There is a ceiling for bandwidth pricing No matter how much you provide, users are unwilling to pay more Must therefore charge for Applications and Services Insight and analysis for the changing wireless world Source: i. Gillott. Research Inc, 2008 Relationship Between Increasing Bandwidth and Price Willing To Pay www. i. GR-inc. com

Parent and Tween Use of Features/Services Source: i. Gillott. Research Inc, 2008 At least once per month Insight and analysis for the changing wireless world www. i. GR-inc. com

Source: i. Gillott. Research Inc, 2008 Use of Cellular Phone Features and Services by Seniors With A Handset Insight and analysis for the changing wireless world www. i. GR-inc. com

Child: What types of things do you like to do/would like to do on a cellular phone? Communicate Insight and analysis for the changing wireless world Source: i. Gillott. Research Inc, 2008 Entertainment www. i. GR-inc. com

Control access Track & monitor Knowledge Insight and analysis for the changing wireless world Source: i. Gillott. Research Inc, 2008 Parent: If You Were to Buy Your Child A Cellular Phone, What Services Would you Like the Operator to Provide? www. i. GR-inc. com

Interest in Operator-Assisted Services by Seniors with a Handset Source: i. Gillott. Research Inc, 2008 If by dialing 0 on your cell phone you were connected to a live operator, which services would you like to be offered? Insight and analysis for the changing wireless world www. i. GR-inc. com

Content & Application Distribution Example from Wmode Set-Top Box Purchase Transactions Storefront Builder Content Mobile/Media Player/Client Meta Consolidated Content Catalog Placement Price Campaigns Segment Merchandised Stores WEB Web Analytics/Discovery Hits Business Intelligence Insight and analysis for the changing wireless world Source: i. Gillott. Research Inc, 2008 Transaction Receipts Source: Wmode, Inc 2008 SMS/MMS Data Warehouse www. i. GR-inc. com

Move from Service/Application centric to User Centric n Work IM io Music ic at Video m un Connected Persona Discrete M y C om Home IM Photos My Work Voice Individual Home Email COMPLEX & SEPARATE m y Work VM SMS M Home VM SIMPLE & INTEGRATED Insight and analysis for the changing wireless world Source: i. Gillott. Research Inc, 2008 Communities Devices En Email te rta in My Games en t Devices www. i. GR-inc. com

The Consumer Vision Car Camera HDTV Fridge VOIP PVR Home Vault Service Brands ISP/ Telco Cable MSO Satellite SNO Content PC MAC Printer PDA Laptop Mobile Wi. Fi X. com Internet Brand MNO Source: i. Gillott. Research Inc, 2008 Consumer’s Shared Device’s Meta Enablement Supply Chain Service Delivery Platforms Gaming Medical Print Consolidated Content Catalog Banking Shop Photos Education Music Billing & Settlement Merchandised Stores Auto Food Insight and analysis for the changing wireless world Community Movies Backup www. i. GR-inc. com

Next Gen Applications Location Push to XXX Video conferencing Payment Messaging Identity Management Vo. IP Service Creation Content Corporate applications Video Remote control of Ti. VO Kid locator Social networking Multimode communications Video messaging with voice attachment Video monitoring Multiplayer /interactive gaming Event-based alerting Personal Ringback Insight and analysis for the changing wireless world Remote monitoring for home Source: i. Gillott. Research Inc, 2008 Presence SWIS www. i. GR-inc. com

ile Mob Communication BCE T Mobile VZW at&t Sprint Nextel Alltel Rogers MVNO Yahoo Earthlink Google Dell Fixe d Wayport Apple at&t Qwest LG Nokia San. Disk Old Sony My. Space User Business Yahoo GE Pansonic Toshiba Scientific Atlanta Samsung Lenovo Yahoo You. Tube Apple Black. Berry HP Motorola Google Personal Google RIM Young Cable MSO VZ BCE Community You. Tube Cable MSO Apple Google You. Tube Yahoo Disney Insight and analysis for the changing wireless world Source: i. Gillott. Research Inc, 2008 T Mobile Consumer Po rt ab le My. Space Entertainment www. i. GR-inc. com

Winners Still control high-value components of network Open network development Partnerships Google, Yahoo Brand, applications Advertising driven model Subsidized bandwidth? App developers Nokia Software initiative provides differentiation from handset OEM competitors Apple, RIM Vertically integrated Insight and analysis for the changing wireless world Source: i. Gillott. Research Inc, 2008 Mobile operators www. i. GR-inc. com