23/06/2006 SoftHoriZon Presents « MobiBlog »

05/31/2006Amir Haddad/Sungani Samo Our team CEO/CFOAmir Haddad CTO Sungani Samo

05/31/2006Amir Haddad/Sungani Samo Education: Ecole Polytechnique Federale de Lausanne - Switzerland – July 2006 Double Masters in Management of Technology & Entrepreneurship American University in Cairo - Graduated June 2001 Bachelor of Science in Mechanical Engineering Specialization in Design & Industrial Engineering Work Experience: EXXONMOBIL EGYPT (October 2001 – October 2005) Terminal Supervisor (Mar 05 – Oct 05) Projects Engineer (Oct 01 – Mar 05) PECHINEY ALUMINUM OF FRANCE Mechanical Engineer (Trainee) Pechiney Cast Plate Facility, Los Angeles, California USA. June Sept.2000 Amir Haddad - CEO/CFO

05/31/2006Amir Haddad/Sungani Samo Education: Ecole Polytechnique Federale de Lausanne - Switzerland – July 2006 Double Masters in Management of Technology & Entrepreneurship Eurecom Institute (France) - July 2000 Masters degree in Communications Systems Work Experience: Condris Technologies (August 2004 – july 2005) Communication systems Engineer (WIFI security) Lausanne Orange communications SA (January 2000-October 2003) Technical Projects Engineer Lausanne Sungani Samo - CTO

05/31/2006Amir Haddad/Sungani Samo Agenda Vision Introduction Solution Value Chain Opportunity Market Analysis Business Model Financial Plan

05/31/2006Amir Haddad/Sungani Samo Vision “ Imagine if blogs become real-time so that everyone can receive or send information on/from his mobile phone and communicate data with his peers instantaneously” “ Our goal is to offer the best blog service that ever existed”

05/31/2006Amir Haddad/Sungani Samo Introduction The use of blogs has substantially increased during the last three years. 12 millions blogs around the world in 2006 Blogs untill recently consisted mainly of exchange of text (or text files) between member users in realtime. Blogs’ features include video and podcasts exchanges now: Video Blog. Blogs’ main purposes: Entertainment (teens’ main use) Teaching (interactive online courses) Collaborative work News Why wouldn’t video blogs go mobile?

05/31/2006Amir Haddad/Sungani Samo Normal versus Mobile Video posting Normal video posting requires: Recording the video with a DV recorder Transfering the video to your PC Cutting out the clip Converting it into web-friendly format Making a frame grab what the video is about Upload it to video freindly server Mobile video posting is more straightforward It only requires: Shooting the video with your mobile handset Post it directly from your phone to the web using a mobile video blog software

05/31/2006Amir Haddad/Sungani Samo Motivations for a Mobile video blog solution. 2.5G (GPRS, EDGE) and 3G (UMTS) technologies allow now a faster transfer of big multimedia files (video, podcasts) over wireless networks. Improvement of the quality of pictures taken with mobile handsets Availability of more cutting-edge video and podcasts reading softwares Benefit to the mobile operator: Increase in data transfers, thus in revenues Benefit to the mobile subscribers: More flexibility and quicker access to information

05/31/2006Amir Haddad/Sungani Samo Value chain Reshuffle of the mobile communications industry’s value chain Technology Platform Developers Infranstructure Vendors Standards Bodies (3G-Forum) Handset vendors Content suppliers Content Aggregator Wireless Application Service Providers Mobile Network Operators Wireless Portals (operators) Customers SoftHorizon Business

05/31/2006Amir Haddad/Sungani Samo What do our solution offer? MobiBlog includes the following basic features: Creation of blog sites Posting of text, video and podcasts into your blog site Posting multiple items at the same time while adding captions to them advertising your posts to whom ever you like MobiBlog includes the following optional features: Receiving alerts about updates on other blog sites (pre-selected ones) Receiving text, video and podcasts from other blogs (pre-selected ones) Receiving text, video and podcasts on demand Configuring the time of the day and how often you want to receive posts Receiving pre-selected or on demand adds

05/31/2006Amir Haddad/Sungani Samo A client-server platform The customer needs only to download the MobiBlog client software.

05/31/2006Amir Haddad/Sungani Samo Technical characteristics MobiBlog works seamlessly with the most popular 2.5 G and 3G mobile handsets MobiBlog can work on either frontal or background mode. MobiBlog relies on: s for posting blogs push options for receiving blogs MobiBlog interoperates with most of the multimedia content players such as Quicktime, Mediaplayer and Realplayer. MobiBlog supports not only ‘.3gpp’ format but the most popular video and audio formats such as ‘.mp3’.

05/31/2006Amir Haddad/Sungani Samo Market Analysis Threat of substitutes (Moderate): Normal video and podcasts posting solutions Other mobile video blogs solutions Barganing power Of customers (High): Mobile infrastructure High leverage (value added services) Rivalry within the industry (Low): New technology Niche market Small players Early mover advantage Threat of new entrants (Moderate): Low entry barriers (needs for either patents or copyright protections) Killer application Barganing power Of suppliers (low): Software programming tools providers Content providers

05/31/2006Amir Haddad/Sungani Samo Substitutes SolutionProsCons LifeBlog  Easy video and podcasts posting  Multiple postings with the possibility to add captions  Works seamlessly with different media players  One way solution (doesn’t permit to receive blogs on your handset)  Blogs are conveyed on costly SMS or MMS. Mobile Podcast Solution (of XAND  Easy video and podcasts reception  Works seamlessly with different media players and mobile handsets  One way solution (doesn’t permit to post blogs from your handset)  Blogs are conveyed on costly SMS or MMS.

05/31/2006Amir Haddad/Sungani Samo Competitive advantage Mobiblog encompasses and enhances most of its direct competitors’ functionalities.  Direct competitors offer only one way service (posting or reception)  MobiBlog offers both blogs posting and reception. Few development required for both integration and maintenance in a mobile network. Less costly since blogs are conveyed through s and push features rather than SMS or MMS.  Less demandig in terms of radio ressource consumption

05/31/2006Amir Haddad/Sungani Samo Who is our customer ? Advantages for mobile operators New service to customers Incentive for customers to switch to 3G Increase of SMS traffic and phone calls Good image All mobile operators

05/31/2006Amir Haddad/Sungani Samo Revenue model We have two main revenue streams: Subscription 5 CHF Advertisement

05/31/2006Amir Haddad/Sungani Samo Resources People Financial Management (CFO) Application designer (CTO) Software developers (3 employees) Advertisement (Outsourced) Capital Investment CHF 1 M for the 1st year

05/31/2006Amir Haddad/Sungani Samo Milestones Project startAug 2006 Design of application & functions Sep 2006 Software ready for testingDec 2006 File for PatentDec 2006 Presentation to the first target mobile customer Jan 2007 First contractMar 2007

05/31/2006Amir Haddad/Sungani Samo Financial Plan ServiceExpected # of subscribers Average Price (CHF) Revenue per month (CHF) Revenue per year (CHF) Expenses (CHF) EBITDA (CHF) 1 M- 1 M , K0.6 M 0 M , K3 M1.5 M , M18 M15 M3 M 20102,000, M120 M100 M20 M 20115,000, M250 M200 M50 M

05/31/2006Amir Haddad/Sungani Samo Financial Plan Break even in 18 to 22 month Exit Strategy IPO in 2011

05/31/2006Amir Haddad/Sungani Samo Financing Plan to give a 25 % stake for 1 M CHF

05/31/2006Amir Haddad/Sungani Samo Please feel free to as questions THANK YOU