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

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

3. 1. Executive Overview

4. 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.

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

6. 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.

7. 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.

8. 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.

9. 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

10. 1. Executive summary

11. 1. Executive summary

12. 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)

13. 2. Understanding QI’S OBJECTIVES

14. 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

15. 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

16. 3. Self Help Case Studies

17. 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.”

18. 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

19. 3. My O2 – Additional Screenshots

20. 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

21. 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

22. 4. Proposed Solution

23. 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

24. 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

25. 5. Road Map

26. 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 voic 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

27. 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

28. 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.

29. 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.

30. 6. Operator Apps

31. 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!

32. 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!

33. 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

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

35. 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

36. 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!

37. 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)

38. 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

39. 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

40. 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%

41. 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

42. 8. COST & NEXT STEPS

43. 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

44. 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

45. Contact
Thank you