Cellmania Confidential Copyright (c) , Cellmania, Inc. All rights reserved. Mobile World Dr. Ronjon Nag CEO & Co-Founder

Cellmania Confidential Copyright (c) by Cellmania Inc. All rights reserved. Cellmania Background  TechnologyLeading wireless applications and device provisioning platform  Operator Customers Nextel, Boost, AT&T/Cingular, Telstra, Oi, Telus, Orange….  Infrastructure customers Motorola, VeriSign, Openwave  FoundedApril 1999  FinancialsProfitable

Cellmania Confidential Copyright (c) by Cellmania Inc. All rights reserved. What Cellmania does Developer Portal management Application Certification Funnels and certifies applications….. Hosts and Licenses infrastructure for application mgt and delivery Provides billing integrated mobile “Search” engine Buy from phone or web Provides settlements: 1. Receives aggregated revenue from carriers 2. Provides payments to developers

Cellmania Confidential Copyright (c) by Cellmania Inc. All rights reserved. Geographical dynamics  Japan –Fastest adoption since 1999 with clear business model and navigation to applications  Europe –Deep interconnectivity across operators –Well developed non-operator based channels with short codes  USA –Weak interconnectivity across operators –“Walled-garden” strategies –Still a large homogeneous market

Cellmania Confidential Copyright (c) by Cellmania Inc. All rights reserved. Application trends today  Browseables, executables, alerts  Browseables –WML moving to XHTML –iMODE CHTML struggling transition from Japan  Executables –Java most widespread; BREW,Symbian, Microsoft follow  Mobile video, iTunes  Location services finally becoming real

Cellmania Confidential Copyright (c) by Cellmania Inc. All rights reserved. NTT Docomo Vision 2010  Remote learning  Ecommerce-mobile banking  Mobile Town Monitoring system –Mass transit tracking-optimization  Mobile clothing  Telematics  Mobile medicine

Cellmania Confidential Copyright (c) by Cellmania Inc. All rights reserved. Today’s applications  Walled-garden Open-garden dynamics –70% of applications sold on non-operator channels in Europe –Reverse in USA  Data charges usually applicable  Interconnectivity dynamics –High in Europe-Asia –Low in USA  Ringtone has largest market share with games catching up

Cellmania Confidential Copyright (c) by Cellmania Inc. All rights reserved dynamics  Geographical adoption rate differences –Japan, Korea, Europe, USA –1 to 2 year handset turnover  Flat rate data charges with higher data speeds  Charge for content type versus by minutes, packets  More powerful handsets –40GB storage, 1GB memory –More handsets of “smartphone” variety –Continued fragmentation – no dominant OS  Location based services real

Cellmania Confidential Copyright (c) by Cellmania Inc. All rights reserved. Media dynamics  Music moves from personalisation to entertainment –Ringtones graduate to full-length MP3 files  TV-video available –pay per view or subscription  Market power dynamics –Content brands take a stronger position –Operators unwilling to accelerate media positions where the operator is cut out of the revenue chain

Cellmania Confidential Copyright (c) by Cellmania Inc. All rights reserved.