1. Market Leading Provider of Mobile and Digital Entertainment Services Finding content that works in the Middle East

2. 2 Starting with the basics …. One portal, two languages 70% of content sales come from the Egyptian Arabic portal and only 30% from the English language portal The locally sourced element of content on each portal? 68% 66% on the Egyptian Arabic portal on the English language portal

3. 3 Music and audio Recognise him? Amr Diab “rules the Middle East music market” and is the best selling Arab recording artist of all time

4. 4 Music and audio Last month’s ringtone top 100: Top 4 (that’s 1, 2, 3 + 4) Only “Western” artist in the top 100? Shakira at number 25

5. 5 Personalisation is still huge but again mainly local..... Wallpapers, themes, animations.... some crossover with the European market But religion features heavily along with local entertainment, Disney, music – and world sport

6. 6 Games are different.... More of a global play Top suppliers: Top games:

7. 7 And the pricing is a real challenge and very sensitive Viral example: 1EGP = 11.2p And games 2.5EGP = 28p 6.5EGP = 73p 9.5EGP = £1.06

8. 8 Despite the challenges, it’s a market with growth and huge potential