Berlin Executive summit May 2011

1. Paul Wade Smarter Mobile Limited

5. In practice this means….

13. Or should that be called Apps? But think Business as well Where are the true business Apps? Where are Oracle, IBM, Sage etc?

23. This is what customer’s think they want

25. This is what the customer’s really need

26. What MNO’s manage to do

30. and are difficult to deal with!

31. Customer Positioning Branded Service Business MVNO No-Frill Service Handset subsidy Ease of paying, recharging Simplicity of offering Price attractiveness Network quality Loyalty programs & Incentives Customer services Channel Relevant services Appropriate tariffs Handset portfolio relevance High Industry standard Low Value attributes (of target segment)

32. Confusing? Branded Service Business MVNO No-Frill Service ? ? ? ? ? ? ? ? ? Handset subsidy Ease of paying, recharging Simplicity of offering Price attractiveness Network quality Loyalty programs & Incentives Customer services Channel Relevant services Appropriate tariffs Handset portfolio relevance High Industry standard Low Value attributes (of target segment)

34. MVNO Business Models: MNO Radio Network (Access) Net-ID (own IMSI own MSISDN) Switching and Transport (own HLR, MSC) Service Platform Customer Contact Base Product Service Provider Customer Contact Base Product Enhanced Service Provider Additional Service Aspects Customer Contact Base Product Quasi MVNO Switching and Transport (own HLR, MSC) Service Platform Customer Contact Base Product Full MVNO Net-ID (own IMSI own MSISDN) Switching and Transport (own HLR, MSC) Service Platform Customer Contact Base Product Re - Seller Base Product Hybrid Business Models Pure MVNO Model Reseller Model Revenue Margins Investment Risk The likely OTT MVNO space

36. Smarter Mobile Limited Wainscot, Heath Road, Warboys, Huntingdon, Cambridgeshire PE28 2UW Company registration Number: 6826239 Thank you.