Moscow, 21 June 2006

Off Portal Strategy

Experiences from Gallery in France

Vincent Rogervroger@mobibase.com

- 2 -- Confidential -

Mobibase and Off Portal Strategy

A unique Positioning

THE REFERENCE PLATFORM OF VISUAL CONTENT AND SERVICESDEDICATED TO MOBILE BUSINESSES

- Area of Expertise : Visual Content for mobile i.e. still, animated, flash, themes, video and video tones, TV

- One of the largest wireless Visual Content catalogue = 50.000 contents from 400 rights owners from 35 countries

- 280 direct clients -operators, handset manufacturers, ISPs, mobile publishers, medias- in 52 countries.

- +90 Wap, imode & 3G services launched in Europe and Asia

- 4 -- Confidential -

Offer Deployment Strategy

Offer 2006

Agency

BtoB

Publishing

BtoC

Mobile TVSolution

Mobile

Marketing

BtoBtoC

EnablerBtoBtoC

Content Licensing

20042003

2006

2006

2005

Production 2005

5 Business Lines:

Agency Business

Publishing Business

Enabler Business

Mobile Marketing Business

Mobile TV Solution

~ 90 Wap services

80% Off Portal

- 5 -- Confidential -

Still images

Wap/imode

3G videoServices

2004 2005

Mobile TV

Service Portfolio

2006

Publishing Business

- 6 -- Confidential -

Off Portal Case Study : in France

- 7 -- Confidential -

Mobile Market in France

78%78% Mobile Penetration in France

30%30%Multimedia penetration in France (end 2005)

65%65% Share of color screens

50%50% Share of JAVA enable handsets

Data end of 2005

34 000 000

36 000 000

38 000 000

40 000 000

42 000 000

44 000 000

46 000 000

48 000 000

2002 2003 2004 2005

-

10 000 000

20 000 000

30 000 000

40 000 000

50 000 000

Fo

ye

rs é

qu

ipé

s

en

PC

Fo

ye

rs é

qu

ipé

s

en

co

nn

ec

tio

n

@

Fo

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en

TV

Bo

îte

au

x

lett

res

Nb

re d

e l

ign

es

fix

es

(h

ors

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s)

Inte

rna

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s

Uti

lisa

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rs

mo

bil

es

46,5 M

24 M 25 M 25 M

- 8 -- Confidential -

Off Portal/On Portal : how different?

Two different and complementary approachesTwo different and complementary approaches

Direct Access to :

- a full range of

publisher services

- under their own

brands

Direct Access to :

- a full range of

publisher services

- under their own

brands

A general wap offer to

discover wap

Services and content

under carriers’ brand

A general wap offer to

discover wap

Services and content

under carriers’ brand

Off PortalOn Portal

- 9 -- Confidential -

Regulated off portals: general principals

Dedicated to service

publishers

Dedicated to service

publishers

Accessible from all national

carriers

Accessible from all national

carriers

Regulated by rules

Regulated by rules

Allowing to generate revenues

Allowing to generate revenues

Is a « Space »

Open spaces for all service publishers launching and managing services under their own brandsOpen spaces for all service publishers launching and managing services under their own brands

The market can be adressed by all, communication is simplified for service publishers.The market can be adressed by all, communication is simplified for service publishers.

A common association is built by the 3 carriers (Gallery). Charters for behaviours and communication are edited by the associations.

A common association is built by the 3 carriers (Gallery). Charters for behaviours and communication are edited by the associations.

The mobile carrier bills the user on the phone bill and pay back about 70% to the service publisher.The mobile carrier bills the user on the phone bill and pay back about 70% to the service publisher.

- 10 -- Confidential -

: Key Figures

3,13,1 Buying acts per Gallery user every month

2,23 €

2,23 € Average amount spent per buying act

635635 services live on Gallery end of Dec 2005

1/31/3 Visitor buys on Gallery

7M7M Buying acts in 2005 (+60% vs 2004)

- 11 -- Confidential -

Main Off Portal Usages 1/2

Download ServicesDownload Services Information servicesInformation services Communication Services

Communication Services

• Handset Personalisation (logo / ringtones)

• games

• Videos

• Handset Personalisation (logo / ringtones)

• games

• Videos

• On Demand Information

• Information

• Alert information

• On Demand Information

• Information

• Alert information

• Vote / Polls

• Chat

• IM / Blog

• Vote / Polls

• Chat

• IM / Blog

- 12 -- Confidential -

Main Off Portal Usages 2/2

Entertainment Services

Entertainment Services Adult ServicesAdult Services Mobile MarketingMobile Marketing

• Prospection

• Customer loyalty

• Order follow up

• Prospection

• Customer loyalty

• Order follow up

• General Public services

• +18 (age control) services

• General Public services

• +18 (age control) services

• Jokes

• Quizz

• Streaming service

• Jokes

• Quizz

• Streaming service

- 13 -- Confidential -

Adapted for Download services

The Main Gallery Business Models (1/3): Buy one piece

- 14 -- Confidential -

The Main Gallery Business Models (2/3): Buy Package

Adapted for communication services

- 15 -- Confidential -

//

The Main Gallery Business Models (3/3): Buy Unlimited

Adapted for Information services

- 16 -- Confidential -

Off Portal Access & Carrier commitments

35%35%

10%10%

15%15%

29%29%

11%11%

Search Engine / Advertising Links

30130• Free SMS short codes

provided by carriers• Key word sent by SMS tp

30130• The end user is re-directed

by the carrier to the off portal.

Home Page Gallery

• Premium SMS • The Publisher drives the end

user to the Off Portal

Premium SMS Usage remains a key to off

portal services access

- 17 -- Confidential -

Off Portal Strategy

- 18 -- Confidential -

20032003

Video Ringtones

ColorLogosB&W

Logos

GifAnimations

20042004 20052005 20062006

3G/VideoStreamingVideo

Download

Flash Lite

FlaMelo

Themes

Mobile TV

Mobile Marketing

Visual Content

Full Tracks

Mono/Polyphonic

Music Content

Technical Evolution impacts onOff portal strategy

True Tones

- 19 -- Confidential -

4 Key Success Factors for Off Portal Services

Adequation of the service, the price

and the end user needs

Communication on the service

Quality of the service (avaibility, ergonomy, updates...)

Customer Loyalty of end

users

- 20 -- Confidential -

Discover

2004 2005

Off Portal Service Deployment strategy

2006

Multiply Specify Deepen Widen Sharpen

Single service

experience

Niche service

experience

Value Added & branded

service experience

Innovation oriented service

experience

Community service

experience

Brand Building

experience

- 21 -- Confidential -

Thank you!

Vincent Rogervroger@mobibase.com

Russia ManagerAnastassia Pernetteapernette@mobibase.com