1. Myriad Unified messaging For
Multi-Channel, Multi-Services Platform For Operators
This deck has been heavily customized, proprietary information scrubbed; before being shared in public domain

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Business
• Powering the evolution of mobile social & web
experience on any device – worldwide
Markets
• Mobile
• Tablet
• TV
Leadership
• Over 2 billion mobile phones powered with Myriad
technology
• Number 1 in mobile messaging & browsing
software
• Forefront of mobile/social convergence
monetisation
• 300+ patents around core wireless & digital media
Size and
Location
• 465 employees
• Quoted in Switzerland (MYRN:SIX)
• Offices around the world
Myriad at a glance

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Problem : Consumers communications needs are
evolving leading to increased use of OTT services
FROM:
Basic devices
Voice and text
only
Operator
delivered
services
TO:
Better devices
Affordable data
Strong consumer demand for
feature rich services
Many communities
Non-operator ‘OTT’ services
Consumers
have greater
choice for their
communication
Services
impacting
Operator role &
revenues

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Current End User Challenges
Messaging landscape is fragmented
4 4
I just want to
communicate not
play with my
phone
Susan is not
online, how
do I get this
to her now?

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Key User Stories
As a user…
5
I can sign-up and
sign-in effortlessly
I can see all
my messages
in one place
I can easily
access all my
favorite contacts
I can easily send
messages to any
of my contacts
using channel
of my choice

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Myriad Proposition To Customers

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1. Updates
Simple clientless solution for
social networking updates.
2. Integrated Messaging
Services
‘Universal Inbox’ for Social
Networking, IM and Email.
3. Advanced Messaging
Services
Rich social features including
full Social Address Book, Group
Messaging, Location and VoIP.
Integrated
Messaging
Services
Price
Updates
Operator propositions
Basic phone Feature phone Smart phone
Advanced
Messaging
Services
USSD/
SMS
Browser,
Java/MRE/WRE
Android, iOS
Proposition – Myriad enables VF-GLBL to offer
segmented social propositions
Operator owns the Community
Operator price plans/tariffs

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Enables operator to “own the customer”
Propositions for any device – basic to
smartphone – that cover entire market
Flexible tariffing options – available as
‘standalone’ or include in plans
.Product Stickiness and usability:
 Notification
 unified inbox
 single sign on
 one step registration
Subscriber Growth Management / Experience
Consistent range of features and customer
experience
All leading communities
Benefit – users can ‘grow’ with Xumii as their
device and willingness to pay changes
Smartphone
USSD/SMS
Java, WRE
& MRE
Device
Mobile Web
Consumer migration

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• New revenue from
social networking
bundles
• New low cost entry
points
• adds value to existing
plans
• Encourages customers
to ‘trade up’
• adds value to data
plans improving margin
• Manages unlimited data
offers
Operator Benefit – enables operators to improve
ARPU and add value to customer offers
Xumii can be utilised to:
1. Create standalone
bundles
2. Include access in data
bundles
3. Include access in
plans/tariffs
4. Protect future voice
and text revenues

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The window of Engagement
Entry to Unified Messaging VAS.
Next Step: Opportunity to get users
to First time mobile internet.
Bring the smartphone like
experience to low end phones.
Next Step: Create loyal customers
Advanced users. Loyal Customers.
Create New source of Revenue.
Create the viral effect
10
USSD
/SMS
WAP
Java
APPS
END CUSTOMER

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Everyone Benefits in Unified Messaging
Key End user benefits:
– Quick & Convenient: All users messaging needs in one place
– Flexibility: User can choose ideal means of access
– Control costs: User can just pay for the messaging needs I have (requires new operator plans)
– Cross Messaging: I can reply using a different messaging channel (reply to a Facebook
message with Email or SMS)
– In feature phones: I can have smartphone like functionality
Key Operator benefits:
– New source of revenue: New types of plans can be offered to consumers
– Become unique service provider: Operator can offer a branded Unified Messaging experience
– Increase traditional messaging traffic: Cross Messaging should increase SMS / Voice traffic
– Increase user retention: Great user experience increases application use.
– Reduce operative costs: Only one supplier for all messaging applications.
– Network economies: More effective network utilization through having full control over Social,
IM and Email traffic. Media transcoding, traffic optimisation, etc…
The Next Big Thing
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Distinctive,
exciting
mass market
USSD service
USSD is a familiar and established concept - no
downloads, apps or anything to learn
Simple, accessible, mass market service
Includes all major communities – Facebook,
Twitter, email and IM providers
Works on any GSM device - no data package
required
Low risk service, offered on a revenue share
basis with a no capital expenditure option
Already proven and deployed with Tier 1
operators
Fast time to market
Hosted solutions available
Strong
commercial
benefit to
operator
1. Myriad Updates – social networking, email and
IM by USSD and SMS

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2. Mobile Web that adds Social Stream to the Operator’s
mobile portal (WAP Portal)
• Rich social data and interactions
including:
• profile pictures,
• status updates,
• news feed posts,
• comments, likes,
• @replies, re-tweets and more…
• Target
• Mass Market Segment

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• Fully featured lightweight social
networking app that supports
• Subscription based access
• Range of Social networks
• Photos
• Chat + Messaging
• Aggregated Address Book
• Runs on the large majority of feature
phones
3. Client App – For Feature Phones

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• Rich social features including full
Social Address Book, Group
Messaging, Location etc
• Integration with Operator services
• Subscription based access
• Flexible tariffing options – available
as ‘standalone’ or include in plans
• Supports for popular smart phone
platforms (Android , iOS etc)
4. Smart Phone Apps (Android, iOS etc)

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Broad device
coverage
Wide range of
communities –
SN, IM, Email
Myriad SM features
Confidential & Proprietary © Myriad Group AG 2012
User Proposition - access to a range of
communities and features, whatever your device
Social networking
updates
Social messaging –
SN’s, IM, email
Media sharing
Social Address
Book
Group Messaging
Location

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A A R R R
Acquisition Activation Retention Referral Revenue
more
traffic
more
sign-ups
more
usage
more
buzz
more
$$$
The AARRR Adoption Framework
Source: Dave McClure Startup Metrics
 Acquisition: Users come to our products from various channels
 Activation: Users enjoy 1st visit: "happy” experience
 Retention: Users come back, visit site multiple times
 Referral: Users like product enough to refer others
 Revenue: Users conduct some monetization behavior
The Growth Tactics Followed

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Subscriber Growth Strategy : Success Case Claro Brazil
18
Campaigns Claro Brazil Messenger May / June 2011
Sent SMS to customers who had Data packs and were
already using Internet on the phone, encouraging them to
use the service. results:
- Date: 10/05, 13/05, 16/05
- Total customers affected: 10,783,530
We had a 67% increase of registered users,
400% of active users and 32% of messages sent
We worked with Claro Brazil on our messaging product and AARRR
framework to increase uptake of our services and achieved very
positive results:

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Successful Operator in LATAM
Total Users Acquired in August surpassed 1.5MM users!
19
Welcome to
+1MM
New Users
in August

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Go to Market- Project Plan
• High level agreement
on promotion tools
available for us
• Agreement on
Business growth
plan
• Joint Press release
Contract phase UAT – 30D UAT UAT+90
• Develop GTM plan
for the operator
• Start work on
corporate level
promotional assets –
press release,
identify digital assets
etc
• Review the plan with
corporate and get
their buy-in
• Get introductions to
circle VAS managers
• Engage with circle
VAS managers
• Review and adjust
the plan – get their
buy-in on execution
(target 90 day plan)
• Promotions should
start within a week of
UAT pass
• Track progress
against plan –
promotions,
acquisitions, revenue
etc
• Conduct reviews
(internal as well as
with customer) and
tune the levers to fill
the gap between
actual versus target
By Circle

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MU Project Lifecycle
Project
Initiation
Detailed
Design
Deployment
and Integration
Development. System
Developed and
connected
User
Acceptance
Testing
Prepare
campaigns,
tools, alerrts
Ensure all
Myriad tools
are ready
Reporting,
Dashbaords
LAUNCH AND
TRACK
Business Requirements
Solution Design , Deployment , Testing
Define the user growth plan
Acct Mngt Engagement commences