mmCHANNEL's approach to providing succinct mobile entertainment solutions for culturally diverse markets.

1. May you require more information, please refer to :
Cristobal Alonso
Headquarters/Southern Europe/Latam +34 607 271 961
Middle East +971 566457144
cristobal.alonso@mmCHANNEL.com
Marc Ian Rose
Chief Commercial Officer
Madrid + 34 659 269 142
Dubai +971 50 451 1829
marc.rose@mmCHANNEL.com
“Building Through Interaction”
Digital Entertainment Solutions & Services
- Cultural Diversity Concept
May 2009

2. Page 2
Due to market trends and consumer demands, service providers are attempting to find more
innovative, multi-access channels to stimulate data take-up and to provide rich broadband and
mobile content services to satisfy customers’ appetite for compelling experiences
However, a more encompassing solution that can radically approach the market, draw consumer
attention by leveraging Social Media values and engagement models, best practice service
relevancy and Consumer Interaction features is also needed in the long-run in order for a service
provider to meet its strategic VAS goals and offset both direct and indirect competition
As well, the potential exist in many markets to target and focus the rising and specific Digital
Entertainment needs of ethnic groups that exist within a particular customer base
These unique consumers demand more extended media asset offerings, tools and services that
allow them to blend their entertainment experience with the culture of their location, as well as
the culture of their tradition
Therefore, this Concept Brief intends to explain mmCHANNEL’s Cultural Diversity focus and
present a viable service offering via a phased implementation approach
Executive Summary.

3. Page 3
Market
Opportunity

4. Page 4
The International Organization for Migration has
estimated the number of foreign migrants to be over
200 million worldwide today
The Middle East, some parts of Europe, small areas of
South East Asia, and a few spots in the West Indies have
the highest percentages of immigrant population
recorded by the UN Census 2005 (in blue)
Europe hosted the largest number of immigrants, with
70.6 million people in 2005, the latest year for which
figures are available
A substantial movement of people within the European
Union occurs in strong patterns from former
industrialized areas in Western EU and from poorer
eastern countries of the EU to the richer countries of
the western EU
As well, Africans continue to move out of the Northern
and Central States to Spain and the southern nations of
the African continent in steady fashion
NOTE: Blue represents migration in; orange represent migration out; green
indicates no major shifts in migration patterns or demographics.
Significant opportunities exist in European and African markets where migrant
workers have established a growing presence … and demand for VAS services.

5. Page 5
Specifically, Arab, African, Indian and Chinese consumers make up a large part of
the customer base, lending to desires for their cultural, as well as local, content.
Most of Europe’s Muslims immigrated after 1945 or are
the children or grandchildren of post-World War II
immigrants.
Indians, in search of new opportunities and fierce local
competition, are reestablishing with a tremendous
presence in Europe and the Middle East
Within the Rainbow Nation demography, South Africa has
an uncommon profile, marked by a heterogeneous
population base, social policies brought on by the legacy
of apartheid, diversity within ethnic groups and
emigration
Historically, Chinese laborers have always migrated the
globe; however, current trends show increase
concentrations in Europe and the Middle East today
Immigrants when leaving their country also leave
everything familiar: their family, friends, support network,
and culture.
Therefore, a need and desire to maintain their traditions,
languages, music, art and entertainment is paramount, in
balance with the process of local socialization

6. Page 6
mmCHANNEL’s
Approach to VAS

7. Page 7
mmCHANNEL enables an innovative vision that spans the world of media and
digital entertainment, offering compelling user experiences, tools and services.
Music .
All formats
Games
Video
Info-
tainment
Images
Marketing
Messages
Events
Subscriptions
Recommend
Advertise Communities
UGC

8. Page 8
Our current portfolio of services ranges from digital content distribution to
sophisticated content ingestion, service delivery and marketing support . . .
Scope of our service offering
mmPLAY Multimedia platform integrating
leading technologies and content to
provide a compelling mobile & on-
line digital media experience
mmINTERACT Focused Community solution
enabled by Widgets and UGC tools
and services while leveraging Social
Media marketing models
mmGAMING
mmGAMING is a leading mobile
gaming platform that manages
Premium Games, Incentivized and
Advergaming media asset and
solutions

9. Page 9
Perceivedquality/Disposableincome
1) Incentivized Game: methods like “Try before you buy, time or usage limited, other models”
+
-
Community
Concepts
… incorporating innovative and flexible features that maximize the life-cycle value
of the digital entertainment media asset with attractive user options …
“Advergaming”
Incentivized Game
Premium Game
Months
n4321 8765
Deployment Rollout of features
and distinct revenue options

10. Page 10
… culminating into a relevant Mobile Community that calls attention, stimulates
consumer interaction, drives traffic, fosters loyalty and generates revenues…
Upload Management View Edition Promotion
• A mobile with video recording or a video recorder is all that is needed:
just point, record and upload video clips from the mobile or a PC
• Once registered, users can post comments and rate videos while a
resident talent scout provides ongoing commentary about the progress
and performance of the submitted entries.
• The finalists are selected based on votes from users, Pop Idol´s judging
panel and resident talent scouts
• There are monthly winners, a big year winner and different gigs around
the country with a highly publicized finale
Case
Study: Pop
Idol
Services:
for Local
Music
Content types
(picture, audio,
video)
Info of the files
Upload methods
(MMS, Mobile
Application, PC)
Classify per
category
Tag the contents
Filtering the
different content
types
Streaming
Download
Subscribe
Content by tops
Conten of your
friends
Share the content
Rate the content
Add to playlist
Set privacy settings
Prizes for top
uploaders
Special features
for most active
users

11. Page 11
The technical feasibility of
deploying a mobile content
delivery platform (MCDP)
depends directly on feasibility
of the integration links
There will typically be two
models of integration
depending on the ownership
degree:
• mmPlay is deployed and
integrated with the
necessary enabling
platforms
• mmPlay is deployed
through integration with
the host operator Premium
VAS services (SMS
Premium, WAP Premium,
remote payment if
available, etc)
… all supported by a state of the art hosted service architecture, platform,
channels and Content Management System that understands MVNO demands.

12. Page 12
Value
Proposition

13. Page 13
Content acquisition
& service
management
Advanced mobile &
online front ends
Marketing and
advisory services
Digital
entertainment
service delivery
solution
“The Technology”
“The WOW and
usability factor”
“The back end and everyday work”
“The evolution and
revenue enhancer”
In mmCHANNEL, we continue to focus on promoting all type of new initiatives
and products with an end2end orientation towards our customers…

14. Page 14
In terms of Interactive Channels, the user experience begins with a simple and
straightforward WAP Portal made available to consumers’ mobile handsets ...

15. Page 15
… and is complimented with a more elaborate Web Multimedia Portal, that fosters
Content and Community components for subscribers and non-subscribers …

16. Page 16
Enhance brand awareness and market
differentiation
Drive WAP penetration, traffic and stimulate
customer acquisitions
Provide relevant digital entertainment content
across different media types and evolving
segments
Generate additional revenue streams, including
innovative payment methods and advertising
revenues
Provide compelling customer experiences
across interactive channels and platforms
Manage the complexity, thus reducing the cost
mmCHANNEL is able to successfully launch and
operate services via a multi-country approach
… providing a differentiated service and value proposition to the market.

17. Page 17
Content for
Diverse Cultures

18. Page 18
In terms of Cultural Diversity, our Media Asset leverages international & regional
Digital Content agreements with Arabs, Africans, Indians & the Chinese in mind …
AMC delivers a compelling content
experience with leading Arab Music
Artists and Games to mobile users;
from Rap, Pop, Tarab, Electro and
Folklore New Age.
Content Connect Africa provides
content designed to reflect the
cultural values of new media users in
Africa. From international top40
dance hits to up and coming local
talent.
Hungama provides the “ABCs” of
Indian content, the most sought after
music, games, trivia, wallpapers, and
deep content from Bollywood and the
globe.
JP Games helps Chinese companies
find distribution in foreign markets.
Leveraging the billion-dollar industry
of high quality mobile content.

19. Page 19
… as well as the entire media asset catalogue from mmCHANNEL that brings the
top Record Labels, Independents, Digital Games and ‘Infotainment’ providers …

20. Page 20
… offering the finest global, independent and national musical lineups …

21. Page 21
… and the most sought after mobile games for Premium, ‘Incentivized’ and
Advergaming possibilities.

22. Page 22
Other
Considerations

23. Page 23
Most MVNOs have targeted propositions and focus only on select segments
The usage of the WEB channel within these segments is usually heavier than MNOs’ customer base
There is no cannibalization fear and there are new business models to exploit
Mobile advertising, advercontent, UGC applications and ethnic content can be monetized
Therefore, Cultural Diversity approaches should focus on the following Critical Success Factors:
• Drive Brand Awareness through a Multi-media approach, keeping in mind the customer’s perspective
• Encourage User Involvement with the right content, tools and services
• Generate additional Revenue Streams through creative payment methods and inventory rotation
• Develop a compelling ‘Community Experience’ based on a keen understanding of the targeted segments
• Embrace the values of Social Media for the Focused Community; Attention, Relevancy, Trust, Interaction
• And most importantly, the Media Asset needs to PUSHED!
The business practice of most telcos is to play into existing hierarchical social
structures; however, focused approaches targeted to ethnic segments are viable.

24. Page 24
While many service provider brands only emphasis low cost pricing, there are
good examples of MVNOs who promote attractive, clear and targeted VAS offers.

25. Page 25
Simyo hit the market differently – getting the right price but complemented with
an attractive and simple mobile internet offer (both access and multimedia).

26. Page 26
More opportunities arise as MVNOs use the WEB channel as a powerful
distribution channel, enabling Web2Mobile propositions (non-clients included)…

27. Page 27
…opening the door for advertising experiences: fun, simple, attractive and
interesting both from the consumer point of view and potential Ad Clients.
5
4
1
2
Ad possibilities.
3

28. Page 28
MoVidi enables users of multimedia phones to post and
watch video clips without the need to install special software
or tools
The service runs on a wide range of mobile phones, from
older lower-end phones such as the NOKIA6230i to modern
high-end devices such as the Sony Ericsson K850i
A “Best Of The Day” and a “Last Uploaded” section on the
start-page guarantees entertainment from the first click,
making the user a part of the MoVidi community instantly
The results have been their ability to generate stickiness and
a sense of community; this fosters trust, loyalty and attention
Upload Management View Edition Promotion
In terms of Community Experiences, UGC applications, tools and services
supported by targeted campaigns can give an MVNO an edge hard to match.

29. Page 29
Next
Steps

30. Page 30
Receive feedback from this presentation and its content
Understand clearly the strategic focus of existing Value Added Services approach
Understand clearly the perception and potential for launching a Cultural Diversity
concept, defining the scope and approach for additional Digital Entertainment phases
Receive more clarification of any pending questions and assumption of roles over the
value chain
Finalize the Cultural Diversity service offer
Next steps ….

31. Page 31
“Building Through Interaction”