Seemea Mobile Strategy & Plan

1
SEEMEA Mobile Strategy
Overview

2
SEEMEA Mobile / Android Strategy
Project Scope
Formulate the x-functional strategy for Mobile in SEEMEA by:
• Identifying key partners and structure a partner strategy
• Assessing areas to improve to complete our offer
• Define clear product asks to Eng team
Due to lack of data, Distributors are not covered in the deck though they play an important
role in Emerging Markets (ie: Russia, MENA, SSA…)

3
Agenda of today’s meeting
I Overview of SEEMEA in Global Context
II Market Overview of SEEMEA by Country, Operator
and Languages
III Cross-functional Strategy
IV Product Completeness and Asks

4
SEEMEA overview
287
2128
1313
431
# of Phones in M in 2010
US: 292
JP:
117
SEEMEA
NACE
JAPAC
Americas
Source: GSSL 02’10
SEEMEA*
NACE
JAPAC
Americas APAC:
705
Am.:
254
73
100
250
28
JP: 28
US: 124
# of Smart phones in M in 2010
Source: GSSL 10’10
* Based on Local sources (GSSL omits to account many African,
Middle Eastearn and markets)
2003 2004 2005 2006 2007 2008 2009 2010
SEEMEA
NACE
LATAM
NA
JAPAC
# of 3G+ mobiles sold per year in 2003 - 2010
Source: Gartner
Number of Countries 80+
Population: 1.9B
Number of Mobile Sub.:
(Penetration %)
1.3B
68%
Number of Mobile Operators 62+
Mobile Operator Revenue: $250 B+
Key Fact of Mobile in SEEMEA

5
Country, operator, language and OEM
Market Overview

6
SEEMEA Overview – Fact-sheet
a 3G Penetration modified based on internal discussion. (IT from 17% to 30%, TR from 7% to 10% and
SA from 26% to 20%). Source: Number of subs – GSSL (2010) & Pyramid Research (2008), 3G % -
Gartner (2010) & Pyramid Research (2008)
0 50 100 150 200 250
0 100 200 300 400 500
Others
Nigeria
Czech
Egypt
Romania
Saudi Arabia
South Africa
Greece
Poland
Portugal
Turkey
Russia
Spain
France
Italy
Number of subs
3G subs installed
mobiles
Number of 3G installed base
Number of mobile subscriptions
Ctry Subs 3G
mob.
Pen. 3G
IT a 91 27.2 30%
FR 60 20.1 34%
ES 64 18.8 30%
RU 203 17.7 9%
TR a 67 6.7 10%
PT 16 5.6 34%
PL 46 5.2 11%
GR 25 5.1 20%
ZA 56 4.9 9%
SA a 14 2.9 20%
RO 28 2.7 10%
EG 57 2.6 5%
CZ 13 2.4 18%
NG 85 2.3 3%
Others 488 25.9 5%
Number of mobile subscribers & 3G Installed base by Country
We agreed that the
minimum
threshold for
attention would be
5Mio+ 3G users

7
Cluster Overview – Operator view
Top Mobile Operators in SEEMEA by number of subscribers -
Estimated 2010
Source: Number of subs – GSSL, Mobile Operator market share by
country - IE Market & Pyramid Research
0 50 100 150 200
0 200 400 600
Others
Cosmote
Bouygues
3 Italia
T-Mobile
Turkcell
MTN
Etisalat
MTS
Telef
TIM
Vimpelcom
Orange
Vodafone
Subs 3G
Oper Subs
in M
3G
mob.
Pen.
3G
Vodaf a 177 27.3 15%
Orange 128 16.8 13%
Vimpel. 94 11.7 12%
TIM a 34 10.2 30%
Telef 33 9.2 28%
MTS 69 8.0 12%
Etisalat 51 6.9 14%
MTN 95 5.6 6%
Turkcella 45 4.5 10%
T-Mobil. 25 3.2 13%
3 Italia 10 3.0 30%
Bouyg. 10 2.8 28%
Cosmote 11 2.4 22%
Others 531 38.3 7%
a 3G Penetration modified based on internal discussion. (IT from 17% to
30%, TR from 7% to 10% and ZA from 26% to 20%)
We agreed that all
major players
operating in those
markets would
also deserve
priority + Etisalat

8
SEEMEA Overview – Fact-sheet
3G Penetration modified based on internal discussion. (IT from 17% to 30%, TR from 7% to 10% and SA from
26% to 20%) Source: Number of subs – GSSL& Pyramid Research, 3G % - Gartner & Pyramid Research
Number of 3G installed base
Number of mobile subscriptions
Lang Subs 3G
mob.
Pen.
3G
Italian a 91 27.2 30%
French 99 20.7 21%
Russ. 272 20.1 7%
Span. 64 18.8 30%
Arabic a 171 14.8 9%
English 133 6.9 5%
Turk. a 67 6.7 10%
Portug. 24 5.6 23%
Polish 46 5.2 11%
Greek 25 5.1 20%
Afrika. 56 4.9 9%
Persian 59 2.8 5%
Roman. 28 2.7 10%
Others 178 8.6 5%
Final all major
language in those
markets would
also deserve
priority + Arabic
0 50 100 150
0 50 100 150 200 250 300
Others
Bulgarian
Czech
Romanian
Persan
Afrikaans
Greek
Polish
Portuguese
Turk
English
Arabic
Spanish
Russian
French
Italian
Mobile Subs 3G

9
Cross-functional actions agreed by the team
Countries we should be focus:
• Italy
• France
• Spain
• Russia
• Turkey
• Poland
• Greece
• Portugal
• South Africa
Operators we should be focus:
• Vodafone
• Orange
• Vimplecom
• TIM
• O2 Telefonica
• T-Mobile
• MTS
• MTN
• Wind
• 3
• Bouygues
+ Etisalat
Language we should be focus:
• Italian
• French
• Spanish
• Russian
• English
• Turk
• Polish
+ Arabic
+ Czech – due to competition
• Israel*
We agreed that although Greece and
Portugal have more than 5Mio 3G
installed base, they should not be
countries of focus because Mobile
RPMs are low.
While South Africa has just below 5M
3G installed base, RPMs are high
(almost to the level of Spain or Russia)
and should be treated as priority
Israel is an important ads Market also
do to big exporters and should be
treated as a priority for a B2B
perspective
We agreed that all operators with more
than 2.8Mio 3G installed base should
be of focus.
Although Etisalat is not in one of the
countries identified previously, the
operator should be identified as focus
as it is a large 3G operator
We agreed that languages with
more than 6.0Mio 3G installed base
should be of focus.
Although Arabic is not a language in
countries identified previously, it
should be considered from a
product completeness point of view

11
Quick explanation of mobile products

12
Actions from the cross-functional Team
Service
Partnership
Android
Partnership
Marketing
Sales
Ad Mob
B2C B2B Publishers Developers
Italy
• Extend current mobile
portal deal to sign GSC
deal with local players
TIM and Wind
• Work with local Op-co
support for Global
search deal (Vodafone
& Hutschison)
• Find operators to
push GMS on
Android (likely Wind)
• Leverage Vodafone
and Hutchinson via
Group relationship
• Drive GMA
downloads
• Drive GMS &
Android Co-
marketing
(Meeting and selecting best
partner – Q2; Execution H2)
• Branding: Think Mobile
event
• Increase Ad Spend via
Workshops, PPC
• Grow Publisher
Inventory via Workshops;
localized collateral,
emails; PPC
• Product launches
• Set up in-market
specialized sales
team (2-3 FTEs)
• Build sales
workplan with
DSO,Display etc
• Grown revenue
>150% Y/Y
• Sign 3-4 Premium
publishers, of which 1-
2 “Anchor publishers”
(Eg. RCS, Manzoni,
Mondadori)
• Support OPG team to
drive cross-sell of Tier
1 AdSense pubs to
mobile
• Support 1-2 key
local developer
events
France
• Sign GSC deal with
local player Bouygues
Telecom
support for Global
search deal (Orange &
Vodafone)
• Drive adoption of
Android across
operators
• Leverage Orange
and Vodafone via
Group relationship
• Drive GMA
downloads
• Drive GMS &
Android Co-
marketing
(Opportunity identified,
Resource in place;
Execution Q1)
• Branding: Watch this
Space, YouTube Channel,
Think Mobile
• Increase Ad Spend
• Grow Publisher
Inventory
specialized sales
team (4-5 FTEs)
• Build sales
workplan with
DSO,Display etc.
• Grown revenue
>150% Y/Y
publishers, of which 1-
2 “Anchor publishers”
(Eg. Amaury,
Lagardere)
1 AdSense pubs to
mobile
• Support 1-2 key
local developer
events
• Leverage new in-
country Dev Rel
person
Spain
Telefonica
support for Global
search deal (Orange &
Vodafone)
• Continue to engage
Orange and
Telefonica via Group
eng.
• Telefonica directly
involved in Group
conversation
• Drive GMA
downloads
• Drive GMS &
Android Co-
marketing
(Meeting and selecting best
partner – Q2; Execution H2)
•Branding: Think Mobile
event
•Grow Publisher Inventory
specialized sales
team (2-3 FTEs)
• Build sales
workplan with
DSO,Display etc.
• Grown revenue
>150% Y/Y
publishers
• Engage anchor
publishers currently
on sub syndicated
backfill to direct
relationship
(Prisacom, Unidad
Editorial)
1 AdSense pubs to
mobile
• Support 1-2 key
local developer
events
Russia
• Sign GSC deal with 1
or 2 local players MTS
or Beeline
• Engage discussions
with Svyaznoy
• Sign Android
Market revenue-
share deals with
MTS & Beeline
• Drive GMA
downloads
• Drive GMS &
Android Co-
marketing
(Opportunity identified,
Resource in place;
Execution Q1)
• Brand – Speaker opps
• Increase Ad Spend via
emails
• Grow Publisher
Inventory via emails
• Train local AM to
Google and
AdMob Mobile
products
• Hire local mobile
lead depending on
partnerships
success
• Engage existing Direct
AdSense publishers
to extend to mAFC
1 AdSense pubs to
mobile
• Support 1 key
local developer
event
Execution in 2nd half of 2011

13
Partnership Android
Marketing
Sales
Ad Mob
Turkey
local player Turkcell
• Drive adoption of
Android to drive
GMS usage
• Drive GMA
downloads
• Drive Adhoc Co-
marketing
opportunities: TV
campaign on
voice search with
Turkcell
• Branding: speaker
opps
via emails
• Grow Publisher
• Train local AM
to Google and
AdMob Mobile
products
lead in H2 2011 if
HC approved
• Close current
deal with
Turkcell
• Focus on
maintaining
current premium
publishers,
unless local
sales activity
pushes up
RPMs
• Organic Growth
(but could be
stepped if
Turkey included
in local Android
market launch
for sellers)
Poland
Polkomtel
• Work with local Op-
co support for Global
search deal (Orange
& Vodafone)
• Engage
operators in H2’11
• Support only if
part of broader
partner marketing
activity
(Lack of B2B
resource to cover
market)
• Brand – speaker opps
via emails
• Grow Publisher
• Train local AMs
to Google and
AdMob Mobile
products
lead in H2 2011 if
HC approved
• Focus on
maintaining
current premium
publishers,
unless local
sales activity
pushes up
RPMs
• Support 1 key
local event
South
Africa
• Engage MTN in a
GSC deal
• Organic growth
supported by NBD
data plan deals
• Drive GMA
downloads
• Test B2C
Android
Marketing in
Africa
• Increase Ad Spend -
emails
• Grow Publisher
Inventory - emails
• Expand current
team scope from
AdMob to all
mobile products
• Sign 2-4
premium
publishers
• Support 1-2 key
local events
Etisalat
• Evalutate
opportunity of GSC
deal
• Organic growth
supported in
absence of Arabic
& Market support
(Language and
Market support
aimed to be solved
in Q3’11)
• Adhoc Co-
marketing
opportunities
(Lack of B2B
resource to cover
market)
• Increase Ad Spend -
emails
• Grow Publisher
Inventory - emails
• Train local AMs
to Google and
AdMob Mobile
products
lead in H2 2011 if
HC approved
Execution after 2nd half of 2011
Execution not prioritized for 2011
(looking into 2012)

14
Partnership Android
Marketing
Sales
Ad Mob
Israel
• Brand – speaker
ops
• Increase Ad
Spend - emails
• Grow Publisher
Inventory - emails
• Train local AMs
to Google and
AdMob Mobile
products
lead in H2 2011 if
HC approved
• Sign 1-2 local
premium
partners
(dependent on
support from
local specialist
sales)
• Support 1-2
key local
developer
event
(dependent on
support from
local specialist
sales)
Portugal
• Get Optimus join
Orange group deal
• Initiate
discussions with
TMN
• Organic growth
• Ad hoc co-
marketing
opportunities
(Lack of B2B resource
to cover market)
opps
• Increase Ad
Spend - emails
• Grow Publisher
Inventory - emails
• No specific plan
at this point – to be
served from ES
• Organic
Growth
• Organic
Growth
Greece
• Engage with
Cosmos for a GSC
distribution deal
• Organic growth
• Ad hoc co-
marketing
opportunities
(Lack of B2B resource
to cover market)
opps
• Increase Ad
Spend - emails
• Grow Publisher
Inventory - emails
• No specific plan
at this point
• Organic
Growth
• Organic
Growth
Execution after 2nd half of 2011
Execution not prioritized for 2011
(looking into 2012)

15
X-functional strategy
SSA Mobile Partnerships
15
2010
• Achievements: Mobile SRPVs grew 60% y-o-y primarily due to low data plans driven by competition;
Gmail usage grew ~40% to 2.5M 30da
• Highlights: Created scalable contractual structure in Q3; signed 2 strategic MSA (Mobile Services
Agreement) deals in Q4; signed 10 standard SMS Services deals across 5 countries
• Lowlights: Slow deal progress indicative of weak operator value proposition
• Key Learnings: Avoid MSA engagements unless directly influential on data or SMS pricing
GOAL
• Unlock Internet and product usage by 1) addressing mass market Internet capable mobile
devices through operator partnerships focused on entry level data plans and co-marketing;
2) bridging voice/ SMS only devices with the Internet through SMS features and products; 3)
expanding distribution deals with regionally focused software players
2011
EOY 2011 Achievements:
• Product Target: Increase search to 52M 30da; Gmail usage 140% to 6M 30da
• Deal Target: 15 MSA deals (totaling 17 deals); scale standard SMS Services deals
Strategy:
• Product: Develop a more compelling offer through the Emerging Markets FA efforts
• Operators: Sign 15 strategic MSA deals focused on lower data and SMS pricing
• Distributors: Scale Opera Mini deal to 6 countries; sign Snaptu (or equivalent feature phone app) deal and
distribute quid pro quo
• Android: Increase platform penetration through coordinating 3 way deal with OEMs, Operators,
Distributors coupled with Google D2C or co-marketing
• Big Bets: Exchange WACS capacity for low-cost data plans
Challenges:
• Products: Partner value proposition is weak, yet evolving; impacting speed/ effectiveness of deals work
• Competition: Intensifying across the market - E.G. monetization (InMobi), usage/ mindshare (Facebook)
• X-Functional Coordination: Collating value proposition across Enterprise, NetOps and Partnerships

16
Product Completeness Work in progress

17
Major languages | Core Product Completeness
Key Mobile Features:
English English (UK) Italian French Spanish Arabic Russian Czech Polish Turkish
Search
Search by Voice
Voice Actions
Buzz
Google Voice
Goggles
Earth
Orkut
Books
Gmail
Contact Sync
Calendar Sync
Talk
Maps
Street View
News & Weather
YouTube
Android Market
Shopper
Legend:
Product officially launched
Product not officially
launched but could be
available in country
Product not
available
English English (UK) Italian French Spanish Arabic Russian Czech Polish Turkish
Overall
Ability to Purchase
Ability to Sell
Android Market
Legend:
Feature available Feature not available
Product available in
country but only free
apps

18
Product completeness asks:
Core products requirements:
Mobile
Feature
Country/
Lang.
Details
1. Android
Market
Arabic &
Turk
Ability to launch Android Market for paid
apps
Polish,
Czech
Due to prioritization issues, ability to sell
is not available
2. Mobile
Geo
Russia
Streetview & Navigation is not available
in Russia
Turkey,
Arabic,
Polish
Maps & Streetview are not available due
to prioritization issues
3. Google
Voice
RU, CZ,
FR, ES, IT
Due to no telephony support, Google
Voice is not available in SEEMEA
4. Voice
Search
Arabic
Due to prioritization not available in
Arabic
5. Googles
Russia, CZ
Due to prioritization, Googles is not
available
Arabic,
Turkish,
Polish
Due to prioritization, Googles is not
available
We agreed countries with full features should be:
CZ& RU due to competition issues
+ 3 largest SEEMEA markets: IT, FR and ES
Specific products requirements:
Mobile Feature Country/Lang.
1. Voice Actions
Russia, CZ, FR,
ES, IT
2. Voice Input
Russia, CZ, FR,
ES, IT
3. Speech-to-speech
translate
Russia, CZ, FR,
ES, IT
4. Maps 3D
Russia, CZ, FR,
ES, IT
IT, FR, ES, RU and CZ should be
prioritized for New Mobile Feature
launches

20
Prioritization based on internal data (Queries + RPMs)
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
0 100 200 300 400 500
RPMs
Monthly queries in M
Country
Sum of Queries
In M queries
Sum of RPMs
France xx xx
Italy xx xx
Spain xx xx
South Africa xx xx
Russia xx xx
Turkey xx xx
Israel xx xx
Poland xx xx
Saudi Arabia xx xx
UAE xx xx
Greece xx xx
Portugal xx xx
Czech xx xx
Romania xx xx
Hungary xx xx
Slovakia xx xx
Egypt xx xx
Nigeria xx xx
Algeria xx xx
FR
IT
ES
ZA
IL
RU
TR
SA
PL
Country Mapping of SEEMEA markets by Queries, RPMs and Revenue

21
Actions and asks from the Teams
Partnership Product Marketing
Objectives Hurdles Asks Objectives Hurdles Asks Objectives Hurdles Asks
Russia
• Sign GSC
deal w local
player
• Engage
Discussion w
Retailer
(Svyaznoy)
• Yandex
strong w good
products,
better terms
and better
monetization
• Large retail
market
• Specific
budget to
match
Yandex
offer
• Co-
marketing
budget
• Strong
product
road map
• Sign
Android rev
share deal
with 1st and
2nd largest
operator
• Market
requires
specific
partner
engagement,
not justified
by devices
volumes/reve
nue short
term
Need
continued
Local
Marketing
and
Partnership
support
TR only:
need market
intelligence
• Drive GMA
downloads
• Drive GMS
Co-marketing
• Drive
Android Co-
Marketing
• Operators
decentralized
marketing
team
• Recruiting
SEEMEA
PMM
• 50% of res.
Dedicated in
each market
Turkey
• Sign GSC
deal w
Turkcell
• Android
Market not
launched
• Mobile Ads
not launched
• Launch
Android
Market,
Mobile Ads
• Co-
Marketing
budget
• Drive
Android
Market
adoption to
Drive GMS
usage
• Lack of
Android
Market
• Operators
face
difficulties to
market
Android
• Drive GMA
downloads
• Ad-hoc Co-
marketing
opportunities
• Launch
Android
Market
• No Mobile
focused B2C
ressource
Poland
• Engage
Polkomtel w
GSC deal
• Size of deal
may not get
attention of
operator
• Engage
operators in
H2’2011
No Mobile
focused B2C
ressource

22
Italy
• Sign GSC
deal w local
player
• Provide
local Opco
support for
Global
search deal
• Large retail
market
• Limited
success
reduces
interest and
deal size
• Co-
marketing
budget to
incentivize
relationship
• Find
operators to
push GMS on
Android
• Leverage
VF and 3 via
Group eng.
• Difficulty to
push Android
• Operator
force under
their terms
• Large Pre-
pay market
Need local
team support
• Drive GMA
downloads
• Drive GMS
Co-marketing
• Drive
Android Co-
Marketing
• Operators
decentralized
marketing
team
• Recruiting
SEEMEA
PMM
• 50% of res.
Dedicated in
each market
France
• Drive
adoption
across
operators
Spain
• Telefonica
relunctant to
commit
• Continue to
engage
Orange and
Telef via
Group eng.

23
South
Africa
• Engage
Discussion w
MTN for GSC
deal
• Organic
growth
supported by
NBD data
plan
• Low cost
data plan and
mobile – not
before H2’11
• Need low
cost data
plan
• Need local
market
intelligence
• Drive GMA
downloads
• Test B2C
Android
marketing
• Price points
for carrier
and OEM
• Penetration
of
smartphones
• Need Low-
end Android
device
• GMS
solution for
low-tier
device
Etisalat
• Evaluate
opportunity of
GSC deal
•No Arabic
support
• No Android
Market
• Arabic
version of
Android
• Organic
growth in
absence of
Arabic &
Market
• No Arabic
support
• No Android
Market
• Android/BD
support in
Android
platform
timeline:2012
• Ad-hoc Co-
marketing
opportunities
• High RIM
penetration
• Regional
opportunity
fragmented
• Product
Challenges
• No Mobile
focused B2C
ressource

24
Italy | X-Functional Overview
Carrier /
Retailer
# of
Subscribers
Subscriber
Share
Smartphone
Forecast
Android
Forecast
Android Status & Plans
Ability to execute on
co-marketing?
(high/medium/low)
Google Distribution
Status & Plan
TIM 33.5m 37% 10.1m Nothing proactive High
Commencing Q2,
meet with each major
operator in Italy
Select best partner
opportunity and
execute H2
Mobile Portal deal.
GSC distribution – Plan for 2011
OPI (Vodafone) 29.9m 33% 9.0m
Ongoing as part of
Group
GSC & Mob. Portal deals.
Wind 17.2m 19% 5.2m Negotiations in 2011
Mobile Portal deal.
GSC distribution – Term sheet
3 (Hutchison) 10.0m 11% 3.0m
Ongoing Group
Discussions GSC & Mob. Portal deals.
Operator / Retailer Landscape
Sources: Merrill Lynch (subs), Gartner (smartphone forecast),
Canalys (Android forecast)
Key Metrics
# of Mobile Subscrip. 60.5M
Mob Penetration 150%
3G Penetration 45%
Android Penetration
Share of Retail sales by
3-party distribution
Low
TIM Vodafone Wind 3
P’ips/NBDAndroidMktg
Objectives Asks
-Sign one/two new
GSC distribution
(Wind/TIM)
-Work closely with
local opco to support
for global search
deals (VF/3)
Need support from
local sales team to:
1) Illustrate the
potential of the market
2) Help assessing
operators
-Drive GMA
downloads
- Drive Co-
marketing of GMS
- Drive Android Co-
Marketing
- Facing difficulty for
operators to embrace
Android
- Operators want to
enforce under their
terms
- Large Pre-pay market
which makes market
less of a priority
Hurdles
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
GSC/GMM: Android:
- Retail market, with
limited control by the
operators on the
devices sales
- Limited success of
Android reduces size
of the deals & interest
from operators
Co-marketing
budget to
incentivize Wind
/TIM to work with
us
- Telcos have a de-
centralised marketing
execution, therefore
co-marketing is
resource intensive
- Recruiting SEEMEA
PMM currently
- 50% dedicated
marketing resource in
Italy
- Find and operator
to push GMS on
Android (WIND?)
- Leverage VF and 3
in IT via Group
relationships

25
France | X-Functional Overview
Carrier /
Retailer
# of
Subscribers
Subscriber
Share
Smartphone
Forecast
Android
Forecast
Android Status & Plans
Co-marketing deals?
(high/medium/low)
Google Distribution
Status & Plan
Orange 25.9m 43% 7.1m .6m
Ongoing as part of
Group
High
Meet with each major
French telco at senior
level
Opportunities identified
Resource in place
Q1 execution planning
underway
MVNOs not supported
GSC, GMM deals.
SFR (Vodafone) 20.1m 34% 5.5m .5m
Ongoing as part of
Group
GSC and Mob. Portal deals
Bouygues 10.0m 17% 2.8m .2m Ongoing Discussions
GSC Distrib - Term sheet
Orange's MVNOs 2.4m 4% .7m .1m None
SFR's MVNOs 1.5m 2% .4m .0m None
Key Metrics
Mob Penetration 94%
3G Penetration 32%
Android Penetration
Low
Orange SFR Bouy
gues Others
Objectives Asks
Drive adoption of
Android across
Operators
-Drive GMA
downloads
- Drive Co-
marketing of GMS
- Drive Android
Co-Marketing
Going well
Hurdles
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
GSC/GMM: Android:
-Sign GSC
distribution with
Bouygues T.
-Work closely with
for global search
deals (Orange/VF)
Co-marketing
budget
No asks
- Telcos have a de-
co-marketing is
resource intensive
- Recruiting SEEMEA
PMM currently
- 50% dedicated
France already
appointed

26
Spain | X-Functional Overview
Carrier /
Retailer
# of
Subscribers
Subscriber
Share
Smartphone
Forecast
Android
Forecast
Android Status &
Plans
Ability to execute on Co-
marketing deals?
(high/medium/low)
Google Distribution
Status & Plan
Telefonica 25.9m 44% 8.3m
Ongoing discussions
as part of Group
High
Commencing Q2, meet with
each major operator in Italy
Select best partner
opportunity and execute H2
GSC & Mob. Portal – Term Sheet
Vodafone 20.1m 31% 5.8m
Ongoing as part of
Group
GSC & Mob. Portal deals
Orange 10.0m 22% 4.1m
Ongoing as part of
group
GSC, GMM & Mob. Portal deals
Xfera 2.4m 3% .6m None
Key Metrics
3G Penetration 41%
Android Penetration
Low
Telefonica Vodafone X’feraOrange
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
GSC/GMM:
Objectives Asks
Co-marketing
budget to incentivize
TEF to work with us
-Continue to engage
with Orange and
Telefonica via Group
relationships
- TEF ES directly
involved in Group
conversations
-Drive GMA
downloads
- Drive Co-
marketing of
GMS
- Drive Android
Co-Marketing
Telefonica does
not see the deal
as strategic to
them and
reluctant to
commit
Hurdles
Android:
-Sign GSC
distribution with TEF
-Work closely with
for global search
deals (Orange/VF)
No asksNo hurdles
- Telcos have a de-
co-marketing is
resource intensive
- Recruiting SEEMEA
PMM currently
- 50% dedicated
Spain (appointed)

27
Russia | X-Functional Overview
Carrier /
Retailer
# of
Subscribers
Subscriber
Share
Smartphone
Forecast
Android
Forecast
Android Status &
Plans
marketing deals?
(high/medium/low)
Google Distribution
Status & Plan
MTS 69.0m 34% 8.0m
Negotiations in
2011
Medium
Meet with each major
French telco at senior level
Opportunities identified
Resource in place
Q1 execution planning
underway
MVNOs not supported
GSC distrib. – Discus. In progr.
Vimpelcom 52.8m 26% 6.1m
Negotiations in
2011
Mob. Portal deal
GSC distrib. – Discus. In progr.
Megafon 46.7m 23% - None Limited smartphones sales
Tele2 16.2m 8% - None
Others Operators 18.3m 9% 3.5m None
Stavaznoy - - -
Sources: Merrill Lynch (subs), Gartner (smartphone forecast), Canalys (Android forecast)
Key Metrics
3G Penetration 12%
Android Penetration
High
MTS Vimpel Others
P’ips/NBD
Androi
d
Mktg
Objectives Asks
- Drive GMA
downloads
- Drive Co-
marketing of
GMS
- Drive Android
Co-Marketing
-Strong local
competitor with good
products, better
commercial terms and
better monetization
-- Retail market, with
limited control by the
operators on the
devices sales
Hurdles
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
GSC/GMM: Android:
-Sign one or two
GSC distribution with
MTS/Beeline
- Engage discussions
with Svyaznoy
(retailer)
- Specific budget to
match our competitor
offer
-Co-marketing budget to
incentivize operators to
work with us
- Strong product road
map
- Sign Android
Market revshare
deals with MTS
& Beeline
- RU market
requires specific
partner
engagement that is
not, initially, justified
by device
volumes/revenues
- Telcos have a de-
co-marketing is
resource intensive
- Recruiting SEEMEA
PMM currently
- 50% dedicated
Russia(appointed)
- (continuing) local
Mktg, Product &
(new) Partnerships
support

28
Turkey | X-Functional Overview
Carrier /
Retailer
# of
Subscribers
Subscriber
Share
Smartphone
Forecast
Android
Forecast
Android Status &
Plans
marketing deals?
(high/medium/low)
Google Distribution
Status & Plan
Turkcell 33.3m 50% 3.3m
Discussions on
opportunities in
2011
Low
(except where part of
broader partner marketing
activities)
No dedicated B2C
marketing resource
TV campaign on voice
search with Turkcell on AM
Mob. Portal deal.
GSC distrib. – Term sheet
Turk Telecom 18.0m 27% 1.8m
Discussions on
opportunities 2011
Ongoing as part of
Group
GSC & Mob. Portal deal
Key Metrics
Mob Penetration 89%
3G Penetration 10%
Android Penetration
Mid
Turkcell Turk Tel Vodafone
Objectives Asks
- Launch Android
Market
- Launch mobile ads
- Co marketing
budget
- Drive Android
adoption in Market
to drive GMS usage
- Local Mktg & Sales
support of Android
msgs to Operators
- Local market
intelligence e.g. on
local app stores
- Android market
not launched in
Turkey
- Mobile ads not
launched in Turkey
- Lack of Android
Market
- Operators face
difficulty to
market Android
Hurdles
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
GSC/GMM: Android:
-Sign GSC
distribution with
Turkcell
-Drive GMA
downloads
- Ad hoc co-
marketing
opportunities
- Telcos have a de-
co-marketing is
resource intensive
-Launch Android
Market
- Currently no mobile
focused B2C marketing
resource in Turkey

29
Poland | X-Functional Overview
Carrier /
Retailer
# of
Subscribers
Subscriber
Share
Smartphone
Forecast
Android
Forecast
Android Status &
Plans
Co-marketing deals?
(high/medium/low)
Google Distribution
Status & Plan
Polkomtel 14.8m 32% 1.6m None
Low
Except where part of
broader partner
marketing activities
GSC distrib. – Not started
PTK (Orange) 14.8m 32% 1.6m
Ongoing as part of
Group
GSC, GMM, Mob. Portal deal
PTC (T-Mobile) 13.9m 30% 1.5m
Ongoing as part of
Group
Play (Novator) 2.8m 6% 0.3m
Ongoing as part of
Group
Key Metrics
3G Penetration 13%
Android Penetration
Share of Retail sales
by 3-party distribution
Mid
Polkomtel Orange T-Mobile
Objectives Asks
- Engage with
Polkomtel for
a GSC
distribution
deal
- Start to
engage
operators in
H2’2011
- Limited size of
the deal might
not get attention
of the operator
Unknown
Hurdles
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
GSC/GMM: Android:
-Drive GMA
downloads
- Ad hoc co-
marketing
opportunities
- Telcos have a de-
co-marketing is
resource intensive
resource in Poland

30
South Africa | X-Functional Overview
Carrier /
Retailer
# of
Subscribers
Subscriber
Share
Smartphone
Forecast
Android
Forecast
Android Status &
Plans
marketing deals?
(high/medium/low)
Google Distribution
Status & Plan
Ongoing as part of
Group
Low
GSC & Mob. Portal deals
Gmail/Chat SMS - Discussions
MTN 20.3m 27% 1.8m
Discussions in H2
2011 GSC distrib. - Discussions
Cell C 15.3m 23% 0.7m None Discussions
Other 0.6m 1% 0.1m None
Key Metrics
3G Penetration 9%
Android Penetration
Mid
Vodafone MTN Cell C
Objectives Asks
- Organic
growth
supported by
NBD data plan
deals
- Low cost data
plans
- Local market
intelligence on
opportunities
- Low cost data
plan and mobile
not before H2’11
-Price points
carriers and
OEMs
- Penetration
of
smartphones
Hurdles
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
GSC/GMM: Android:
- Engage with
MTN for a
GSC
distribution
deal
-Drive GMA
downloads
- Test B2C
Android
marketing in
Africa
- Need lower end
Android devices
- GMS solutions for
lower tier devices

31
Portugal | X-Functional Overview
Carrier / Retailer
# of
Subscribers
Subscriber
Share
Smartphone
Forecast
Android
Forecast
Android Status &
Plans
marketing deals?
(high/medium/low)
Google Distribution
Status & Plan
TMN 7.0m 43% 2.4m None
Low
broader partner
marketing activities
Telecel (Vodafone) 5.9m 36% 2.0m
Ongoing as part of
Group
Optimus (Orange) 3.4m 21% 1.2m
Ongoing as part of
Group
GSC & Mob. Portal -
Discussion
Key Metrics
3G Penetration 52%
Android Penetration
Low
TMN Vodafone Orange
Objectives Asks
- Get Optimus
join Orange
group deal
- Initiate
discussions with
TMN
Organic
growth
Local team(s) to
give market
intelligence and
advise of issues /
opportunities
Lack of Operator
awareness/incenti
ve to promote
Android w/ GMS
Hurdles
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
GSC/GMM: Android:
- Limited size of
the deal might
not get attention
of TMN
- Ad hoc co-
marketing
opportunities
- Telcos have a de-
co-marketing is
resource intensive
resource in Portugal

32
Greece | X-Functional Overview
Carrier /
Retailer
# of
Subscribers
Subscriber
Share
Smartphone
Forecast
Android
Forecast
Android Status &
Plans
marketing deals?
(high/medium/low)
Google Distribution
Status & Plan
Cosmote 11.1m 44% 2.3m None
Low
broader partner marketing
activities
GSC distrib. – Not started
Vodafone
Panafon
7.3m 29% 1.5m
Ongoing as part of
Group
Wind Hellas 6.8m 27% 1.4m None
Key Metrics
3G Penetration 45%
Android Penetration
Low
Cosmote Vodafone Wind
Objectives Asks
Organic
growth
- Ad hoc co-
marketing
opportunities
Hurdles
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
GSC/GMM: Android:
- Engage with
Cosmos for a
GSC
distribution
deal
- Limited size of
the deal might
not get attention
of the operator
- Telcos have a de-
co-marketing is
resource intensive
resource in Greece
Local team(s) to
give market
intelligence and
advise of issues /
opportunities
Lack of Operator
awareness/incenti
ve to promote
Android w/ GMS

33
Etisalat | X-Functional Overview
Countries
# of
Subscribers
Subscriber
Share in
Country
Smartphone
Forecast
Android
Forecast
Android Status &
Plans
marketing deals?
(high/medium/low)
Google Distribution
Status & Plan
Saudi Arabia 6.8m 48% 3.4m
Depends on
exploratory
discussions
Low
Gmail/Chat SMS – Discussions
UAE 4.4m 71% 1.6m ditto Gmail/Chat SMS – Term Sheet
Nigeria 22.1m 26% 1.2m ditto
Gmail/Chat SMS – Discussions
Egypt 7.5m 13% 0.3m ditto
Kuwait 1.9m 51% 0.3m ditto
Others 8.7m 24% 0.1m ditto
Key Metrics
Mob Penetration N/A
3G Penetration 13%
Android Penetration
Share of Retail sales by 3-
party distribution in
countries of op.
High
Saudi Arabia UAE Nigeria Egypt
Objectives Asks
- Evaluate
opportunity of
GSC
distribution
deal
- Arabic version of
Android and GMA
for RIM
Organic growth
in absence of
Arabic and
Market
Exploratory
discussions Q1
2011
- Arabic/BiDi
support in Android
platform
Timeline: 2012
-Android does not
support Arabic yet
-GMA for RIM does
not support arabic
- Android Market
not available in
several countries
- No Android
Arabic Support
- No Android
Market available
Hurdles
No deal
Mobile
Portal deal
Current Current
On-going
Legend:
On-going
Gmail/Chat SMS: Android:
-Ad hoc co-
marketing
- Resource if this
region requires
marketing focus
-High Blackberry
penetration
-Fragmentation
across regional
opportunities
- Product
challenges

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