Golden Gekko Reply to QI RFP 19th April 2011 Confidential In partnership with

Contents Executive Overview Understanding QI objectives Case Studies Proposed Self care app Road Map Other Operator apps Portal Personalisation

1. Executive Overview

1. Executive Summary Golden Gekko develops mobile applications and websites for companies whose desire is to reach a target audience on a National or Global level. Thanks to being a pioneer in cross platform development, Golden Gekko are in a unique position to focus on giving our customers a solution generating highest ROI on any platform and market. Golden Gekko has presence Globally and can provide a level of partnership and support that can support operators and there need to ensure capacity and business critical requirements are met.

1. Executive summary Cross platform specialists since 2005 with top 10 apps in all App Store categories

1. Executive summary Golden Gekko employs +75 people providing global brands with +140 apps last 12 months. More than 100 brands and agencies have put their trust in us over the years.

1. Executive summary Cross Platform support End-to-end delivery Our SDK and development skills on all mobile platforms gives our customers highest market penetration possible worldwide. End-to-end delivery Golden Gekko is a one-stop-shop for mobile applications making mobile marketing easy and minimizing our customers efforts by taking full responsibility from brief to development to distribution giving guidance to success. Proven track record and references with Brands and Agencies Many of the world’s most successful brands and agencies have put their trust in Golden Gekko, giving our customers the best possible prerequisite for reaching a successful partnership.

1. Executive summary Ability to support service and campaign based apps Superior combination of backend and frontend technology for all service types makes Golden Gekko a solid partner for all types of mobile applications, from complex B2B solutions to fast and intense B2C campaigns. Breadth – Top 10 apps in all app store categories (utility, product marketing, promotion/novelty, infotainment) Proved success in all routines makes Golden Gekko the safe choice for global marketers.

1. Executive Summary Golden Gekko specialist technology competence Cross platform framework advanced native platform development Middleware and proxy server support for apps that require backend system integration Self-care and other operator applications The next two slides describe both technical competences visually

1. Executive summary

1. Executive summary

1. Executive summary Office and service structure: Global HQ – London, UK Commercial team Commercial & Development Office – Barcelona, Spain Development Team for iOS, Android, WM7 and WAC Project Management Commercial Team and Backoffice Development Office - Phnom Penh, Cambodia Development Team for iOS, J2ME, Android, Blackberry, Middleware, Mobile Web and Products such as Modiso and GG Self-Care Testing Q&A Further commercial offices in US (New York), Germany, Sweden, Kenya and Middle East (planned)

2. Understanding QI’S OBJECTIVES

2. QI objectives Golden Gekko takes client objectives as the key way of providing context and understanding to how an app or mobile service is presented to the user Key central QI Group objectives Increased customer loyalty Improved Operator Profitability It is also essential that QI maintains a service that can be consistent across all Operating countries but adheres to local requirements e.g. Differences between HSPA and GPRS All mobile services will have to integrate in to the Ericsson SDP

2. QI objectives Objectives for a self app with further local services and entertainment elements Improving customer services and experience levels Providing the customer with a best in class experience for accessing QI/Op Co services through their mobile Allowing users to access and manage their accounts Enabling other local brands to also provide services via mobile Meeting customer expectation – especially for smartphone users Providing an experience that matches Providing leverage as a sales channel and brand awareness tool Innovation and keeping ahead of new technologies Provision for tablets in the future

3. Self Help Case Studies

3. My O2 – Let the numbers do the talking Launch of My O2 App: Half a million customers downloaded the MyO2 app within 40 days from launch Today My O2 has 1.5m users 80% of people who have My O2 app return monthly In the process of adding more services, such as allowing the user to tailor his data package “Life is easier when you know how much you ‘re spending. O2 brings you My O2 for your iPhone so you can check your account 24/7, free of charge.”

3. My O2 – Features Features Objective The My O2 App allows the user to sign in securely through his mobile phone and check on his mobile account Features This app allows the user to: View how many minutes and texts he has on his bundle allowance View his tariff View his calling plan prices View his Bolt Ons View recent charges on his account View the bill summary, incl. last bill date, bill amount and payment due date

3. My O2 – Additional Screenshots

3. My Vodafone Features Objective Vodafone customers can keep track of their spending using the free My Vodafone Application Features The app enables the user to : Check how many minutes and texts he has used Check what extras he has Get answers to the most frequently asked questions Check the price plan and details of his latest bill Check how much data he has remaining

3. Your Orange Features Objective The Your Orange iPhone app gives the user direct access to his account over any data connection, including WIFI and even allows for setting up and changing one’s Magic Numbers Features The app enables the user to : Check his balance directly within the app View his last bill amount and billing date See his spend since the last bill and the balance of his bundles Access Orange Help Topics even in off-line mode

4. Proposed Solution

4. Golden Gekko Proposition Deliver a mobile app across all popular platforms centered around self-care including: Self-care (Bill view, Balance Check, Usage, Tariff, Configuration, offers, etc) Operator Apps (Order food, Book cinema tickets, news & sports, etc) Security (Privacy, virus protection, etc) Personalisation and recommendations (Apps, Offers and more based on personal profile) Available on iPhone, Android, Symbian, Blackberry and Java! Illustrative UI for the QI application on iPhone

4. Golden Gekko Proposition Best of breed solution and partners: Core application based on Golden Gekko App Framework and Self-care solution Operator apps developers by Golden Gekko or local partners to QI with guidelines provided by Golden Gekko MyMobileSecurity provides mobile and PC security services to operators across the globe Sidebar provides one of the best personalisation engines which will allow for an enhanced and differentiated user experience over time Best UE for each platform Functionality and user experience will differ between platforms Android and iPhone allow a full functionality rich experience while J2ME, Blackberry and Mobile Web wil offer a more basic service Illustrative UI for the QI application on iPhone

5. Road Map

Note: Phase 2 and 3 are indicative 5. QI Roadmap Proposal Self-care Usage (billed amount) Pay bill Top-up Balance Check (voice, SMS, data) Check New Offers Manage voicemail settings Request Settings OTA Operator services Order food Local Airport (Flight stats) Cinema News Sport Security All services Personalisation Framework App finder tool Sync between web and device Self-care Usage (unbilled amount) View bill Pay Bill View rate plan Recharge Click N Send points List services Request and manage PUK code Save Settings to New Handset Operator services (optional) Directory Services Hotel/travel bookings Schedule car maintenance Bank balance TV program guides Appt hospital/doctor/dentist Personalisation Framework Recommendation engine Personalised ads Self-care Check bundle and bundle options Change tariff Add / Delete Services Add/remove services Remove Services (RBT's etc) Manage OpCo loyalty scheme awards (earn points, redeem points) Operator services (optional) Banking – registering for services Government services (view/pay traffic tickets, Civil ID renewal, pay electricity bill) Insurance policies Local Marketplace/real estate Classifieds Hotels/Flights Bookings Phase 1 (Aug -11) Phase 2 (Oct -11) Phase 3 – (Dec -11) Note: Phase 2 and 3 are indicative

5. QI OS Roadmap Pilot (Jul -11) Launch (Aug -11) Launch 2 – (TBC) OS iPhone Mobile Web (XHTML/WAP) Web (Optional) OS Android J2ME Blackberry Symbian OS Windows Mobile 7 Pilot (Jul -11) Launch (Aug -11) Launch 2 – (TBC) Note: We will work with one agreed platform (e.g. iOS) + Mobile Web as masters

5. Timeline (Indicative) Kick-off workshop – 13/6 2011 Agreed scope and timeplans – 14/6 2011 Pilot phase (iPhone and Mobile Web): Designs / Wireframes produced and signed-off – 20/6 2011 Middleware test integration completed – 21/7/2011 Delivery of pilot release – 21/7 2011 Launch phase (iPhone, Android, J2ME, Blackberry, Symbian and Mobile Web) Delivery of launch candidate version – 30/8 2011 Note: These times are indicative and depend on backend API availability, feedback loops, approval times, contract negotiations and much more.

5. Key Risks APIs not delivered on time or not fully working Hosting of middleware and connections within QI (e.g. Self-care) takes too long to set up Proposal not signed off before the holiday season which means delays by approximately 3-4 weeks.

6. Operator Apps

6. QI Local operator apps A core differentiator for the QI operators is to offer local relevant services and content. The proposed solution is that the local services are delivered as mobile web apps within the applications. Examples of local services delivered for Wataniya are: Order food Flight stats Cinema Appt hospital/dentist News Sport Note: Functionality will be limited on low-end devices. QI puts users in touch the best branded local content and enables brands to promote themselves to QI users!

6. Mobile Local App Advisor Mobile Local App Advisor is an integrated app feature or mobile website front-end to third party app stores such as Android Market, iPhone App store and Java App stores that provides The most popular regional content – e.g. Arab countries The most relevant local content – local language apps, guides, sports, news, weather and more Trusted reviews – local and global reviews of the apps Segmented content – apps presented based on interest, e.g. Sports, Music, Entertainment, etc Promotions - Ability to promote other apps through the app advisor and generate advertising revenue or favour trusted partners Golden Gekko works to automatically analyse and recommend the most popular, differentiating and relevant apps for each market QI recommends the best local apps!

6. QI Directories Service Android Golden Gekko has developed a white- label directories service used by 8+ Yellow Page companies in Europe which can be customised for QI. Modiso helps develop directory businesses power their digital and mobile offering and generate traffic growth to over 600%. A plug and play modular solution that can address business verticals Can cover all platforms and technically scalable . xHTML Java iPad QI puts users in touch with local businesses iPhone

7. Personalisation Portal This service is proposed in partnership with Sidebar and is optional for this proposal

7. Personalization and Recommendation Engine Golden Gekko will partner with Sidebar to provide personalized recommendations: Provide the right recommendation to each individual user Capture user preferences, track and analyze user behavior to drive prediction models Improve customer satisfaction by giving customers offers that resonate with them Increase ARPU by offering new plans, bundles and service packages Discover new Apps with the App Finder tool, easily find the most relevant local services

7. Personalization: Applied Use-Cases Offer a personalized user experience to increase engagement and loyalty Self-care App – Recommend the best offerings for each user SMS and MMS bundles Voice and data packages New offers and promotions Operator Apps: Provide recommendations for local services and LBS enabled functionalities: Restaurants and food ordering Cinema (best movies for you) News (display news articles and videos based on your interests) Sports (information about your favorite sport and teams come first) Content stores and other Operator Portals: Learn user behavior across Operator’s ecosystem Recommend games, apps, videos, music, ringtones, ringback tones, etc!

7. Capture User Preferences Give users control over their personalized experience Upon initial launch of self care portal users see a preferences screen which they can update anytime Preferences can be used to determine the categories of recommendations a user sees, their tastes and interests (e.g. recommended more pizza restaurants, sports news, puzzle games)

7. App Finder App finder can be integrated within the self-care portal “Just For You” section where 2-3 apps will be recommended each time a user visits the self-care portal Depending on the level of access to user behaviors in the Qtel app stores, Sidebar will use different techniques to recommend apps Apps can be recommended based on individual and aggregate user behaviors: Purchases/Downloads Views/Clicks Ratings Popularity and trends Collaborative filters Other users also downloaded Content Y is similar to Content X

7. Personalization of Local Apps Sidebar’s robust recommendation engine will track user behaviour, build predictive maps and optimize content and service offerings to each individual user Increase conversion rates, frequency of use and customer loyalty Combine LBS technology to define the best offers in a proximity radius to the user, recommending: Restaurants and food order service Cinema (movie recommendations) News (show news articles and videos based on the user’s interests, location) Sports (receive information about user’s favourite athletes, sport and teams first) Local TV shows and channels Local classifieds

7. Ad Targeting Determine the right advertisement for each user Sidebar’s engine determines the relevance of each ad in your system based on likelihood of each user to convert, making it the ideal ad targeting tool Learn about users in the self-care portal, storefronts, etc. and recommend the right ad for each user across your properties 20% 45% 15% 30%

7. Behind the Personalization Robust Technology Machine learning system built to learn and predict user engagement Platform combines complex decision trees methodologies, vector modeling, dynamic clustering and collaborative filtering techniques Ultra efficient scalability – cloud based enables quick capacity changes Fast – recommendations calculated and generated in less than 32ms 24 X 7 monitoring and support

8. COST & NEXT STEPS

8. Costs All costs have been specified in the RFP response both as an overview in the word document proposal and detail breakdown in the spreadsheet Due to the breadth of the RFP this is a fairly complex proposal in terms of pricing which means that we expect to go through it in more detail The costs are broken down in Self-care setup incl middleware, apps and web Operator Apps (optional) Security (optional) Personalisation Framework (optional) Other services (optional) Rollout Operations & Maintenance

8. Next steps Feedback on proposal If shortlisted then go through proposal in greater detail If chosen then review scope, time plan and commercials in detail

Contact Thank you