Der Mensch hat das grundlegende Bedürfnis sich an die schönsten Momente in seinem Leben zu erinnern, diese zu speichern, die erlebten Gefühle nachzuempfinden und sie mit anderen zu teilen. femory bietet dem Nutzer eine zentrale Lösung zur Speicherung, persönlichen Gestaltung und Austausch der Information in einem privaten, sicheren Umfeld.

1. Confidential
Beautiful Rich Internet Application (RIA)
Utilizing State of the Art
Technology
Flash/Flex
Ruby on Rails
Our Gateway to
Multichannel
At the forefront of next generation web 1

2. Confidential
Product
Femory is a rich internet application (RIA) that offers our users a breakthrough in
memory conservation and personal storytelling. Our mission is to empower people to
express themselves in creative and new ways with the media that matters to them
most ‐ their personal memories – and to collaborate with their family and friends in a
safe and private environment. Creating their favorite memory albums is fast, fun and
extremely rewarding.
Femory is the first platform that enables this unprecedented emotional interaction. By
creating stunning multimedia albums, our users not only relive their favorite
memories, but are compelled to share these with their loved ones. Unlike the
shortcomings of other popular platforms, femory’s technology actually enables users
a true emotional experience. This very powerful and irresistible transfer of emotion
is at the core of next generation internet applications and femory sees itself as the
new central private location on the web for our target users.
A breakthrough in personal storytelling 2

3. Confidential
Markets and landscape
Conservation Creation Storytelling
Software Social
as a Service Networks &
(SaaS) Communities* Mobile
Web
Storage Content &
Services
Digital Photo
Cameras Merchandise
Collaboration Print Mobile
At the focal point of dynamically growing markets 3

4. Confidential
How we generate real revenues
• Subscription based premium revenue model
Premium • Offer compelling but limited free service
• For individuals who prefer sporadic purchases. To migrate
Existing
Pay per Use
• Template packages available
• Attractive revenue share models through printers, content
Transaction
providers, photographers, event agencies etc
• Subsidize free use of application
Advertising
• New formats
Potential
Licensing • Sell white label solution to selected customers
C2C Marketplace • Users can share and sell their creations in our community
We will see which works best – femory flexible enough to adapt to market 4

5. Confidential
Challenges and Answers
• Most have not yet found a way to monetize their business model.
Monetization • We generate multiple revenue streams
Rich Internet • Next evolution of Web based services are coming
Application • We are one of the first in the German market
Software as • Is a global growing market
a Service • femory primary for private and emotional content – “best friend”
• Web 2.0 phenomenon
Collaboration
• Cornerstone to our application – very personal, emotional and fun
Future • Mobile Mindset, ubiquity and compatibility on the rise
Multichannel • Most precious content everywhere, anytime
We deliberately created femory as an evolutionary solution in all these markets 5