1. Siemens Mobile Phones A65 Presentation
July 2004

2. STRICTLY CONFIDENTIAL
Target Group
A65
Simply Colourful
Product Segment
Entry level
Socio-demographics
Female = Male (50:50)
For all age groups
Low income
Focus on mainstream functionalities
STRICTLY CONFIDENTIAL
What makes them tick
The most important things in my life are my family & a few close friends.
My mobile must be easy & intuitive to handle.
I mostly use my phone for calls & messaging.
I cannot afford an expensive phone.
A65 is addressing the entry level of the market, targeting price-conscious followers.
In general, they adopt trends rather late, being quite conservative & mainstream with a low willingness to take risks.
Their interest in technology is very low – it even makes them slightly uncomfortable. They therefore seek simple, intuitive devices. The main purpose of their mobile phone is being reachable for their families – the most important thing in their lives. More features become only interesting if they enhance communication and once they have become mainstream.
As they dispose of a rather low budget, price is a key buying criteria.
A65 therefore offers an attractive and easy-to-use bundle of proven features at an attractive price.
© Siemens ICM MP; July 2004; Confidential

3. STRICTLY CONFIDENTIAL
Key Featuers
A65
Key Features
4k colour display
Clear structured keypad
Polyphonic ringtones
High-value finishing
Java
MMS
Voice recording
QuickPic Camera with integrated flash
STRICTLY CONFIDENTIAL
They follow the trends that are set by other groups. However being trendy is not of key importance.
Traditional values, open minded, main focus in life is on their family, close friends and home, very sociable.
Strive for a balance between the rational and the emotional.
Products they own have to be easy, reliable & functional.
It is a “me too” Lifestyle.
Lifestyle
Technology
Slightly uncomfortable with new technologies.
Preference for basic functions, reliability, security & ease of use. They don’t use technology very intensively.
In this regard they are second buyers but late adopters of new technology
They represent the mass market for everything that is really successful on a low-tech level (e.g. Digital cam, DVD player)
Decision-making
Decision-making is driven by economic factors – by price and conditions.
Hence their decision is driven by getting the best price /design ratio  no experiments
A65 is a basic phone targeting emerging markets.
© Siemens ICM MP; July 2004; Confidential

4. STRICTLY CONFIDENTIAL
Highlights
Up-to-date candy bar design
High-quality finish
Clear structured keypad
Good feedback on key pressure
Design
Technology
Display: 101 x 80 pixel, 4k colours
Tri-band
White display back-lighting
Polyphonics (16 chord)
Java, MMS
Applications
Accessory Devices
STRICTLY CONFIDENTIAL
Exciting on-board games:
Magic Pictures
Stack Attack Junior
Download of new Java applications
Attachable QuickPic camera with integrated flash
Headset Purestyle
A65 focuses mainly on basic applications:
Voice, EMS, polyphonic ringtones (16 voices) and WAP, all embodying ease of use – an essential requirement of the entry-level low-interest target group.
© Siemens ICM MP; July 2004; Confidential

5. Consumer oriented & sophisticated
Design
A65
Consumer oriented & sophisticated
Overall Clear and straight forward design with large and precise keys Form Factor Extremely compact yet refined proportions and athletic surfaces Material & Finishing Two-tone metallic paint for a richer colour scheme, chrome detailing for a boost in value
© Siemens ICM MP; July 2004; Confidential

6. STRICTLY CONFIDENTIAL
Technology
A65
Technology
Weight/Volume/Dimensions
74.8 g
71.8 cm3: 100 x 44 x 19 mm
Standby / Talktime
Up to 250 h / 300 min (standard battery)
Camera
Attachable QuickPic camera with flash accessory
Display
101 x 80 pixel, 4k colours, 5 lines
Battery
Li-Ion 700 mAh
Hardware
Software
Messaging
MMS
Picture messaging (EMS)
Extra-long SMS
SMS to group
AMR recording
MMS to
Data Transfer
GPRS multislot class 8
Internet Access
WAP 1.2.1
WAP 2.0 content provisioning
STRICTLY CONFIDENTIAL
Hardware
< 78 g  tbd
© Siemens ICM MP; July 2004; Confidential

7. Original Accessories – portfolio EMEA
Accessory Devices
A65
Original Accessories – portfolio EMEA
Fashion
& Carry
Energy
Office
Car
Solutions
Handsfree
Portable
Multi-
tainment
Fashion & Carry
Handsfree Portable
Car Solutions
Multi- tainment
Energy
Office
Tour Case FCT-650
Li-Ion Battery EBA-510
Headset Basic HHS-500
Car Kit Portable HKP-500
QuickPic Camera IQP-500
Data Cable DCA-500
Data Cable USB DCA-510
Belt Case FCL-600
Travel Charger ETC-500/510
Headset HHS-510
Car Charger Plus ECC-600
Headset Purestyle HHS-610
Desk Top Charger EDC-510
Desk Top Stand
Car Charger
Products compatible with 55 series*
Products compatible with 65 series*
For bulk only
* Backwards compatible
© Siemens ICM MP; July 2004; Confidential

8. Accessory Devices
A65
IQP-500 QuickPic camera
Capture situations and emotions by taking a snapshot. Share pictures instantly by sending them from mobile to mobile via MMS, vendor-independently
Integrated flash
Picture check on mobile display
MMS resolution mobile to mobile with 160 x 120 pixel, colour
VGA resolution mobile to PC over the air with 640 x 480 pixel, colour
QuickPic camera clips on to the mobile
Pictures stored and managed in the phone
Small and light to carry (approx. 35 g)
Colour preliminary and
subject to change
© Siemens ICM MP; July 2004; Confidential

9. Original Accessories – News
Accessory Devices
A65
Original Accessories – News
Headset Purestyle
Headset with a high-value design for mobile handsfree usage
It offers optimised wearing comfort with holder and earpiece hinge
Car Charger Plus
Take it easy – fixed small housing to connect phone and headset
It allows charging and phoning at the same time!
© Siemens ICM MP; July 2004; Confidential

10. A65 Application profile Personalisation
Applications
A65
Application profile
Personalisation
The logos and animations available make the A65 a stylish and trendy companion reflecting the user's personality
Polyphonic ringtones
A wide range of polyphonic ringtones provides a new dimension in sound and offers many ways to express emotions
Fun & entertainment
The phone becomes a very personal device with new applications: Magic Picture puzzle and Stack Attack Junior Edition . . .
© Siemens ICM MP; July 2004; Confidential

11. A65 Consumer Benefits Best Price / Performance Ratio
4k CSTN colour display
Full EMS
MMS incl. AMR recording
Java
1.6 MB user memory for pictures, animations & ringtones
WAP
Supports attachable QuickPic Camera with flash
Simplicity
Well-structured keypad layout
Good feedback on key pressure
Large navy-key
Intuitive MMI
© Siemens ICM MP; July 2004; Confidential

12. STRICTLY CONFIDENTIAL
Customer Benefits
A65
Customer benefits
Feature set
MMS with voice recording
EMS, SMS, Java
WAP
GPRS class 8
Tri-band
Attchable QuickPic Camera with flash as accessory
Customisation
Operator logo
Surf&fun icon
Profiles
Operator-specific hotkey settings
User experience
OTA-download of ringtones, bitmaps and animations
One-touch access to operator portal and services via hotkeys
Four-way navigation key
Well-known coloured Siemens MMI
STRICTLY CONFIDENTIAL
A65 offers the operator the same customisation options as A55. ARPU can be generated via EMS traffic, WAP and by downloading bitmaps, EMS-animations and ringtones.
© Siemens ICM MP; July 2004; Confidential

13. Support of Operator Services
Customer Benefits
A65
Support of Operator Services
Experience the world of data services
Mobile Internet access via WAP
Data download over the air (OTA) via SMS or WAP
Fast data transfer thanks to GPRS class 8
Provide content for the phone's Java platform
Take advantage of the phone's Java platform to run vivid applications
Download content from the operator portal via WAP
… and more supporting features
4k colour display with 101 x 80 pixels
Attachable QuickPic Camera with integrated flash accessory
© Siemens ICM MP; July 2004; Confidential