1. MobileAware’s
Mobile First
Platform
MobileAware provides operators with the
ability to achieve Online Mobility. This
strategy takes operators mobile in a fast,
effective and systemic way.
Mobile Self-Care (mCare) and Mobile
Commerce (mSales and mPlace) are the key
elements on the path toward a mobile first
philosophy.
Summer 2012
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2. MobileAware Overview
Managed Service Implementations
Strategy Monthly Active Users (MAU M)
What MobileAware provides:
• Software platform to enable the complete spectrum of TELUS
customer experience on mobile
KLM
• Mobile capabilities that support and enhance omnichannel
• Broad device coverage Air France
• Consistent customer experience on mobile across countries 4500000 TOTAL
• Rapid time to market for customer engagement campaigns 4000000
Company overview: 3500000
• HQ in Boston, offices in London and Dublin
3000000
• Strategic reset started n 2010: focus on managed
service, analytics and mobile operators as a key vertical 2500000
• MobileAware’s managed service has proven successful:
2000000
1500000
1000000
500000
0
Aug-10
Oct-10
Aug-11
Oct-11
Aug-12
Oct-12
Dec-10
Dec-11
Dec-12
Apr-11
Apr-12
Feb-11
Feb-12
Jun-11
Jun-12
End of Period

3. This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

4. One Stop Orange
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All trademarks, creations, visuals are the property of their respective owners.

5. MobileAware’s approach is to enable the complete spectrum of customer
experience through mobile
Customer Experience
Acquisition Activation Engagement Revenue Referral
Software Platform
• Rapid time to market for customer • Broad device coverage
engagement campaigns • Agility
• Omni-channel support and enablement • Flexibility
• Consistent user experience across countries
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All trademarks, creations, visuals are the property of their respective owners.

6. Mobile Internet is the future of customer engagement
Historical / Status Quo Current / Future
Call Center
50% from mobile phone
IVR Call Center / IVR
E-mail
+90% online
Chat
Mobile Chat
SMS Mobile Internet
100% mobile phone
USSD (App, Web,
Hybrid)
Social networks Social
+90% online
Web
Retail stores +20% with mobile-assist Other (SMS)
Multi-channel / multi-device Mobile centric
Un-coordinated Coordinated
Costly Low cost
Mixed/poor customer experience / NMPS Great customer experience / NPS
“Simple” / non-sensing “Smart” / “Sensing”
Analytics difficult to integrate Tighter integration of analytics
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

7. MobileAware drives customer engagement
on mobile devices
•
•
•
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8. Example: TELUS user experience (Customer Care)
Hybrid and Native
Low End Mid Range Smartphone
Applications
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All trademarks, creations, visuals are the property of their respective owners.

9. TELUS adoption history
Adoption Months Volume (K MAU) Drivers of Adoption
Adoption
40
25.00%
20.00% 30 Planned
15.00% MSISDN
20 Login
10.00%
Discovery from
10 IDP
5.00%
Segmentation
Marketing
0
0.00%
0 3 6 9 12 15 18
Reach
(95% coverage)
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10. MobileAware mSales solution
drives mobiles sales
•
•
•
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All trademarks, creations, visuals are the property of their respective owners.

11. mPlace
• Our mPlace solution creates a unified and operator-
branded curated Mobile Marketplace for social
networking, location-based services, offers, and
commerce.
• Our solution empowers operators to monetize
valuable interactions between subscribers and
partners seeking to connect with them.
• mPlace gives operators the chance to recapture the
customer experience. By leveraging the assets and
customer information already within reach, operators
can effectively personalize products and services of
the end-user’s choice.
This document is strictly CONFIDENTIAL © MobileAware Ltd.
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12. Mobile Channel:
Measurement of Success
Deploy Multi- Host
relevant
Personalized
experience Turn visitors
Provide an
experience
Quality
channel
marketing mix
to target
content that
connects, i
nspires, an
that
increases
trust, likeabilit
into
customers by
tapping into
that
demands
loyalty and
Mobile
users.
d informs
user.
y, and
decision
making.
their wants &
needs.
return
usage. Experience
Visitor Behavior & Flow, Content Retention Rate &
Visitor & Engagement, Conversion Rate Customer Feedback
Campaign
Tracking
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

13. Our customers
and their experiences

14. This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.