1. Mission To be the Voice of Mobile Entertainment to industry, government and the media To involve all Mobile Entertainment stakeholders across the value chain and promote cross-fertilisation, accelerating the growth of the industry To maximise promotional opportunities for member companies and partners

2. Initiatives Initiatives are the actual way we get things done Initiated by any MEF member MEF sets up a working group to activities, timelines and deliverables. Global participation, with periodic working meetings regionally, most work virtual

3. Initiative Summary Regulatory (e.g. game ratings; David Sweeny & Andrew Bud to speak on this later today) Communities (e.g. multi-player games) Template agreements (standard contract template) Mobile Content & DRM (Understanding of non-technical requirements) Commercial Task Force (Booze Allen Hamilton - White Paper - clarification of value chain for new entrants; common lexicon)

4. Creates original content or provides a popular brand/personality (e.g. Mickey Mouse) Creates a packaged offering (e.g. a game) by employing technical and design know how Operates the platform, assures service levels Provides the mobile connectivity and data transfer Content Originat ion Applica tion Develo pment Publish ing / Aggreg ation Portal Provisi oning Mobile Delivery User Inter- activity Provi- sioning Wireles s Applica tion Service Provisi oning Funds the development Selects and bundles applications from developers Ensures marketing Offers the content to the end customer (customer interface) Provides the device for user interactivity Example of Players Content Owners Disney AOL Bertelsmann Disney AOL Bertelsmann Application Developers NXN Software Alias Wavefront Sega Epic Games NXN Software Alias Wavefront Sega Epic Games Operators Verizon Wireless Vodafone T-mobile Orange Verizon Wireless Vodafone T-mobile Orange Device Manufact. Nokia Ericsson Motorola Siemens Alcatel Nokia Ericsson Motorola Siemens Alcatel WASP 1 iTouch Air2Web Mforma Cash-U iTouch Air2Web Mforma Cash-U Publishers Zingy JSmart Zingy JSmart Portal Vodafone live T-motion iTouch Vodafone live T-motion iTouch Value Added Activity

5. –Orange (Gallerie/Kiosk)67% (Emanuel Vacher) –Telefonica (WAP & iMode)60% (Luis Escurra) –Wind (WAP & MMS)30% of Traffic! (Laura Rovizzi) –Bouygues(iMode)80% (Laurent Herbillon) –Vodafone(Live!)40% (Graeme Ferguson) Source: Milia 2003, MEF operator panel % going to content owners Operators are developing revenue sharing arrangements with branded content owners

6. Main concerns go beyond revenue share… –Integrity of content & brand –Mobile DRM – Content Protection They all want different things… –The Studios brand protection, cross promotion –The Record Labels Format Standards, Quality, distribution, bigger percentage –Game Publishers Reduced porting costs, multiplayer reach –Sports Rights Holders Payment up front –Broadcasters and News Agencies Format Standards, editorial control, brand protection, cross promotion Content providers and APSs are ready to build their own infrastructure… Content Provider Concerns

7. MEF Industry Events Upcoming MEF-Chaired Events: Profitable Mobile Games (London, Sept. 29 – Oct. 1) Mobile Games 2003 (Madrid, Oct. 22 – 24) CTIA (Las Vegas, 21-23 October) Milia (Cannes, March 31 – April 2, 2004) MEF Annual Event & General Assembly (London, April 2004)

8. Ubiquitous MEF Representation Over 80 presentations at more than 20 conferences Strong presence in 3 continents Strong relations with IBC, CTIA, E3, OMA Entertainment and wireless conferences (CTIA, Milia and GDC) Media relations & MEF-published papers New website (www.MobileEntertainmentForum.org)www.MobileEntertainmentForum.org

9. 40 MEF Members. Strong representation to all the value chain 40% year-on-year growth in membership Membership

10. Newest MEF members