1. IMS Services: A Guide To Effective Marketing Given by: William (Duffy) Mich Chairman & CEO Aperio CI Place: RCA Business Development Conference Date: October 11, 2007

2. IMS: What Is It? Internet Protocol Multimedia Subsystem: Technology that enables carriers to deliver rich multimedia content and services to end users Audio Video Data

3. IMS Enables Providers to Deliver Customized Content to Meet Individual Preferences  Entertainment Video/Movies Gaming Music  Information News/Weather/Sports Travel Lifestyle

4. IMS Represents Significant Business Opportunities to Operators  New Revenue Streams  Product Differentiation Counteracts Commoditized Voice Communications  Extends Customer Lifecycles  Builds Brand Loyalty

5. Marketing IMS: A Reality Check There are certain realities that providers should acknowledge when developing and introducing IMS services to the marketplace: Most consumers are slow adopters of new technology Providers should avoid the temptation of trying to force feed technology Mainstream vanilla offers may mean little to end users

6. Use History As A Guide Many new technologies and services failed to capture mindshare when first released because providers did not accurately gauge market drivers MMS and other data services Voice over IP Web-based self-service portals

7. Make IMS Services Appealing to End Users In order to avoid the mistakes of the past, may want to embrace specific nuances that could promulgate IMS adoption Customers are Individuals IMS enables the delivery of individual-specific content Mass marketing IMS services contradicts the inherent strength of the technology Strategy: Focus on offers that address individual propensities

8. Match Services With Customer Propensities Don’t operate in the dark! Operators have a tremendous wealth of information that can help can help achieve successful IMS market penetration. Through careful analytics, providers can understand: Monthly Spend Geographical Usage Seasonal Spikes Historical Family, Business & Lifestyle Use

9. Use Data Wisely Good analytics is a lot more than just collecting and organizing data: Exhaustive retrieval and cleansing of historical transactional data Pricing call and session activity through various internal and competitive pricing schemes Matching usage evaluation of customer propensities

10. Make IMS Services Appealing Through careful analytics and evaluation, service providers can target IMS content based on: Where end users are currently located (restaurants, hotels, airlines, etc.) Historical purchasing trends (data services, notification services, etc.) Lifestyle/business interests (travel, sports, finance, etc.)

11. Data Analytics Can Help Drive IMS Adoption  Provides a detailed understanding of customer behaviors and habits  Allows service providers to offer the most appealing service at the proper time  Enables operators to truly differentiate their services by targeting “Niche” audiences

12. Conclusion Data Analytics Enable Providers To Efficiently Market IMS Services Offers that add value to users Maximizes use of marketing resources Creates new revenue streams Builds brand loyalty