Chat services

1. SMS Chat
Product Documentation
Tuesday, 31/04/2009

2. Freever- History
•Creation in France in Sept 1999
•UK Commercial & Operation in Sept 2000
•Reached break-even point in 2002
Initial Mission:
•Maximise operators’ ARPU
•Through the delivery of fully managed Community services
•Based on a white-label ASP model
Integrate Buongiorno in 2005 for its technical, marketing,
content and stimulation expertise in mobile community.
Key elements

3. Buongiorno - A majorproviderof mobile community
On po rtalwith B! brand
•European no. 1 in mobile community environment with 2.5 million profiled
members in 9 European countries
•20 European Operators and numerous Media partners in Europe.
•35 products Live
Key elements

4. Buongiorno– Traffics & Operations
•240K Unique Visitors/ Week => 138K Unique Active users/Week
• 7millions Messages/Week
• 32millions page impressions/Week
•20 moderators + 6 Animators in Cap Town & Paris
•10 operations marketer
•18 technical's person involved in platform development and support
•5 product development managers
Key elements

5. What chatters are looking for :
 Communicate with each other publicly (one 2 many).
 Communicate with each other privately (one 2 one).
 Personalise their space or profile (UGC + prof. content).
 Find each other (meet people), socialize.
 Keep in touch with the Community
Community features and products
Profiling / Avatar / Picture album
Private messages
Search : nickname, AGL, match making
Public message
Alerting : message, buddy, content
Chat for fun
Chat&Community
Chat for flirt
Dating
SUPERDISTRIBUTION
RECOMMANDATION
Music Community
Logo, ringtones
Hot or not

6. Media Features SMS IVR WAP MMS Web
Moderation
& CRM
Stimulation /
DJDJshow
Live Event
Registration / Profiling
Unique profile (same on all medias –
except voice) based on MSISDN
Human +
Filter
Forum : public messages
(Asynchronous / Permanent msgs)
X X X X X
Human +
Filter
X
Chatroom : public messages
(Synchronous / Real Time msgs)
X X X
Human +
filter
X
Private messages (one to one/one to
many)
X X X X X
Anonymous voice duo (one to one voice
extension)
X X X X
Nickname search engine X X X X X
Buddy list & alerts (inbox, presence) X X X X X
Photo/Video gallery X X X Human
Geo-localisation X N/A X SMS N/A
P2P Photo/Video exchange N/A N/A X X NA
Community Features & Medias

7. Chat Communities SMS
Copyright at Buongiorno Vitaminic
• SMS media available on all handsets
• Users’ education through tutorial messages
• Fully moderated and entertained forums
 Users always in touch with their community
Key elements
Chatters online:
Elton (MMS)
boy, 23 years, from 89
Forum: Music
Member since:
12/12/2004
CV: Carpe diem!
Blackwidow
girl, 26 years, from 89
Forum: Dating
Member since:
24/12/2004
CV: Love tennis

8. Table of contents
• Product Baseline
• Business Model
• Key differentiating factors
• Product Features:
» Access and Registration
» Search users
» Retrieve profiles
» P2P-Chat
» Profiling
» Safety
» Help
• Tools:
 Volume drivers
 Target Segmentation
 Operations
 Marketing CRM
 Case study

9. B! SMS Community - Product Baseline
I can
communicate
easily with
people
I can
communicate
easily with
people
I nearly always
get a response
when I request
someone for a
chat
I nearly always
get a response
when I request
someone for a
chat
I can chat with
real people, no
fake shit!
I can chat with
real people, no
fake shit!
I feel safe and
the MOD is
available if I
need him
I feel safe and
the MOD is
available if I
need him
I have full
control over
the service
and I can quit
at anytime
I have full
control over
the service
and I can quit
at anytime
It is fun to be
there and I
would like to
come back
more often
It is fun to be
there and I
would like to
come back
more often
I can find
girls from my
place 
I can find
girls from my
place 
It’s cool to
present myself
to others
It’s cool to
present myself
to others
Don’t like
hotties, I can
just block
them, if it gets
too much
Don’t like
hotties, I can
just block
them, if it gets
too much

10. Safety FeaturesSafety Features
B! SMS Community Product: Key Differentiators
Core
Messaging
App
Core
Messaging
App
Community
Management Tools
Multi-Shortcode
connectivity/Multichan
nel P2P Chat
(patented)
Basic CMS
Self Protection (BLOCK
feature)
Age Barrier
Automatic Filters
Tutorial Messages
Fullblown CMS
CRM-Tools
Animation-Tools
Stage 1 (Mandatory for successful
launch)
Stage 2 (Full blown moderation may be
launched on a later stage)
Stage 3 (Specific
tools/resource required)

11. B! SMS Community - Main end-userfeatures
•Access and Registration
•Search users
•Retrieve profiles
•P2P-Chat
•Profiling
•Safety
•Help
Command
s
Buongior
no Turkish version Command description
?? ?? Search Nicknames by activity
??CHAT ??Chat Match-Making
ASV PROFIL Change ASL
?CV <type a
nickname>
?CV
<nickname> Get a profile
?MOI ?BEN Read my profile
ANNU BUL Search Nicknames by Names
CV <type
your CV> CV Update my text description
ON ON Activate my profile
OFF OFF Desactivate my profile during
24hrs
STOP
Nickname BLOK Not receive anymore message
from a Nickname
OK
Nickname OK Receive again message from a
Nickname
OK All OK Hepsi Delete all my blacklist
QUIT STOP Unregister to the service
Help DESTEK Get help tutorial and commands

12. Access and Registration- Send yourprofile
Service Access: Main access is via SMS shortcode.
Registration: 1 SMS to register - Mandatory parameters for successful registration:
1. Type a valid nickname: 3-15 characers long, no bad words (Note Nickname will be moderated prior to be visible
on the service.
2. Leave a space
3. Type a valid age: Respect min age , not registered as “adult” before
4. Type a valid zipcode/area code/postcode/province code etc: min.1, max. 2 num char.
1. Send SMS MO to main
shortcode 2428
Options Send
BOB 19M99999
Hi BOB, welcome to
Voda CHAT! You will
now receive a list of
online chatters!
2. Get SMS MT (Application
message) from main shortcode
(2428)
3. Get SMS MT (Tutorial message)
from main shortcode (2428)
Now online:
Lara19
Peanut1
Princess23
Darklady
To write a msg to a
nick, send a
message to
<shortcode>:
nickname, leave a
space, your msg.
More?: send
?+
to <shortcode>

13. Search: Commands and Search Logic
Send Commands via SMS:
A user can search currently active users sending the
command
??<age><gender><location>
via SMS to the service shortcode.
Possible variants of the command:
??
??<age>
??<age_gender>
??<gender_location>
?+ (allows browsing of further user profiles based on the
formerly sent command)
DIR<character><postcode> command allows a random
search or a target search without taking into account the
last activity parameter
??CV <keyword> allows to search user profiles
(advanced feature). This command requires precise
information to be available, otherwise search may fail.
??CHAT is a matchmaking feature that returns users with
similiar age, opposite gender and from the same area
Search Logic:
Major constraint on SMS is absence of valid presence
information.
Therefore, the Buongiorno Search Engine builds for
each request a cache of users based on their last activity
time (=raising probability of response to a chat request)
The definite result list returned to the user is again
filtered depending of the parameters requested but
always based on the cache of last active users (activity
timestamp <2h).
Search enlargements:
•A search by age is always enlarged by +/-3 years
•Seach by location is enlarged depending on the
geographic situation of an area (proximity matrix of
postcode areas, tel areas, provinces etc)

14. Search: Command ?? <age><gender><location>
The structure of user lists is similar for all formerly presented search features. They consist of a list of up
to 6 nicknames, a tutorial explaining how to write a private message (applied for every second MT) and a
tutorial explaining navigation trough further lists
1. Send SMS MO to main
shortcode 2428: Ex.: ??
Options Send
??
Nickname1
Nickname 2
Nickname 3
Nickname 4
Nickname 5
To write a msg to a nick,
send a message to 2428:
nickname, leave a space,
your msg.
More?: send ?+ to 2428
2. Get SMS MT from main shortcode

15. Retrieves userprofile
1. Send SMS MO to main
shortcode 2428:
Options Send
?CV ROSY
Nickname: ROSY
male
Age: 28
From 0208
Registered since:
2004/08/17
To write a msg to Rosy:
Send ROSY leave a
space, your msg to
<shortcode>
2. Get SMS MT from main shortcode
Commands to retrieve a user profile:
?CV <nickname> to retrieve detailed information on user profiles (nickname, age, gender, location, CV (if
applied)

16. Peer-to-PeerChat - Basic flow
1. Your nickname is ROSY.
Open a session with
nickname BOB: Send SMS
MO to main shortcode 2428
Basically, the user experience for P2P Chat on the SMS Chat application can be considered in two distinct phases:
1. Open a session: Send a request for chat to the MAIN SHORTCODE 2428
2. Chat: Reply to incoming SMS messages from a distinct issuer/sub-channel by using the standard reply feature of
you mobile handset
2. BOB receives message
on dedicated sub-
channel
242801
Rosy> hi wanna
chat?
Reply
3. You receive BOBs reply on
a a dedicated sub-channel
Yes, where are
you from?
Send
242804
BOB>yes, where
are you from
ReplyOptions Send
BOB hi wanna
chat?
Please refer to Annexe for more information about safety features
3. BOB replies using
handsets standard reply
feature

17. PROFLING: Change Nickname, AGE, Genderorlocation
Using profiling commands enables users to either change or complete the defaut profile they have provided at registration.
The following combinations of this command can be applied:
PROFILE <nickname> (moderated prior to be visible on the service)
PROFILE <age>
PROFILE <gender>
PROFILE <location>
PROFILE <age><gender><location>
1. Send SMS MO to main
shortcode 2428:
Options Send
PROFILE
28m78
Ur new profile:
Nickname: BOB
male
Age 28
From 78
Registered since:
2004/08/17
2. Get SMS MT from main shortcode

18. PROFLING: Add a CV
For more advanced users, the command CV offers the possibility to add a 40 characters long description of
themselves or their favourite fields of interest.
1. Send SMS MO to main
shortcode 2428:
Options Send
CV I’m
looking for
girls from 87
Thank you! Your CV has
been registered and will
be available soon on
chat.
To check your CV
send ?ME
to 2428.
2. Get SMS MT from main shortcode

19. Safety: BLOCKuser
To protect themselves from insulting messages (especially for female customers), user can easily block a
nickname by sending BLOCK followed by a space and the nickname to the service shortcode.
OK_<nickname> can be used to unblock a user.
1. Send SMS MO to main
shortcode 2428:
Options Send
BLOCK BOB
C! Your request has
been registered. BOB
will not bother you again.
If you change ur mind,
send OK BOB to 2428
2. Get SMS MT from main shortcode

20. Safety: OFF
In case they want to leave the service 24h (=not get any messages), users can send OFF to the service shortcode.
If they wish to reactivate before of 24h, they can use the ON command.
1. Send SMS MO to main
shortcode 2428:
Options Send
OFF
'C! Your request was
taken into account. You
have left Text2Flirt for
24h. To come back
simply send ON to 2428
2. Get SMS MT from main shortcode

21. Safety: Contact Moderator
1. Send SMS MO to main
shortcode 2428:
Options Send
MOD Hi
MOD, what
do I need to
do to block
someone?
thx
MOD><message>
2. Get SMS MT from main shortcode
The formerly presented CMS Tool features a mailbox in which messages/requests from chatters are received.
Depending on the issue, the moderator either sends a pre-defined reply message or answers with a short
individual explanation.

22. Safety: QUIT
1. Send SMS MO to main
shortcode 2428:
Options Send
Quit C! Bob, you have now
successfully exited from
Chat and won’t receive any
more messages.
Remember, you can
register again at any time!
We hope to see you soon!
2. Get SMS MT from main shortcode
To quit the service for good, users need to send QUIT (or the country specific alias) to the shortcode.

23. HELP:
1. Send SMS MO to main
shortcode 2428:
Options Send
HELP ??
C! To get a list of online
nicknames send ?? to 2428
2. Get SMS MT from main shortcode
For each command available on the service, a specific HELP message is available. Users need to
send HELP followed by the command.

24. Chat Community SMS: Volume Drivers 1/2
• Chat End-User price = P2P Bundle standard price
• Critical Mass of users (10 000 Monthly Active Users a minimum)
• Regular Below the line targeted Promotion Plan: Teasing, recharge IVR,
balance check
• Dedicated & unique Short Code for all access channels
• Anonymous Reply function (multi-channel)
• SimToolKit/USSD – Chat menu
• Strong Education – Moderation – Animation (community spirit)
• Female / Male well balanced ratio
• CRM (Welcome / Stimulation / Segmentation)
• Interoperability with others SMS services in the country + WAP and WEB
user interface

25. Cross Media effect
Operator
A
Operator
B
Operator
C
3rd
Party
Network effect
Buongiorno in UK
52% of Messages posted
by users are cross operator
Buongiorno in Germany
31% of Messages posted
by users are cross media
&
Chat Community SMS: Volume Drivers 2/2
Buongiorno’s experience on volume drivers
IVR 3G
SMS/MMS WAP
WEB
W
a
p
Sandra5
Voir sa
Vidéo

26. Segmentation: SMS Chat Customers Profile
These figures are based on our experience and represent benchmarks from our existing
customers (Operator, SFR, O2, Bouygues Telecom, Mobistar…)
29.5% 3.2%
33.9%
33.4%
Male
Female
Keep the women active and more than 30% in the Database

27. Segmentation: SMS Behaviour
 Best days: Sunday & Monday
 Best time of day: 6pm – 1am
Lunch time
Late Evening
Active users has to be sustained by adapted CRM programs
SMS/MMS
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Oct Nov Dec Jan
Dormants
Active users
Month
SMS/MMS
0
20 000
40 000
60 000
80 000
100 000
120 000
140 000
160 000
Oct Nov Dec Jan
Dormants
Active users
WAP

28. • To educate users about functionality
• To encourage community spirit
• To clean and moderate (100% pre moderation)
• To moderate the heat of the boys and keep the girls!
Operations: Moderation to structure the Community and for safety

29. • Regular schedule of “talk shows”
• Daily schedule programmed around Sports, Music and Gossip
(conversational content)
• Celebrities interviewed by the community
• Content reinforces youth positioning and broadens appeal.
• CRM to stimulate usage
Operations: Content / Stimulation to feed Conversational Content
Audience’s Life Is Reached
Through A Daily Schedule
Of Variety And Frequent
Unmediated Celebrity Chat

30. Best Practices: Wake Up Recommended Scenario B2B
1* 2*
* See next slides
3*

31. Marketing CRM best practices 1/2
Welcome
Welcome new users : there are human beings behind the machine ;-) strengthen the action of the
tutorial
Process : welcome by a moderator in the first 10 minutes and fake chat within first 24 hours + daily
or weekly broadcasted program
Effect : 10% to 30% less of registration without usage (or very low usage) - results depending on
moderator’s motivation or creativeness
Tutorial: How to do that?
•Explain the commands to the new users => the better they are educated, the more they sent Mos
•Process: automatic or according to the number of MO sent
•Effect: the tutorial is appreciated by almost all the users (more than 80%)

32. Marketing CRM best practices 2/2
Wake Up
•Reactivate the sleeping users : by highlighting the advantages of the chat - reactivate also the
registration of No Profile and No Nick
•Process : segmented wake up program - twice a week - six times before leaving
•Effect : return rates between about 8% and 20% - average of more than 20% of additional 7 days
users
Stimulation
•Stimulate the traffic (sessions and number of messages) : giving the need to chat more often - giving
subjects and ideas to talk about >>> Conversational Content
•Process : targeted broadcasted programs – games - help to meet and to the get in touch
•Effect : Return rates between 5% and 50% (often 15%) - results depending on moderator’s motivation
or creativeness

33. Chat Community SMS: B2BVolume Benchmark
SMS Chat is a proven revenue generator… Additional traffic not
cannibalization as it first address new anonymous conversation for
consumers!
Based on ourexperience to date an operatorcould expect the following
volumes with a standard price model:
For a large subscriber base, number of active users/month represents a
penetration of 0.7% of the base with a monthly average MO between 30-60
per month, generating 2m Mo per month
SMS chat usage POP Pen. POP% Active users SMS MO/active user SMS MOs/month
40,000,000 0.7% 280,000 30 8,400,000
These figures are based on our experience and represent benchmarks
from our existing customers (Vodaofne, Orange, SFR, O2, Bouygues Telecom,
Mobistar…)

34. Chat Community SMS: B2BPromo best media practices
SMS Teasing by Operator:
 Who: Prepay and Postpaid Subscribers (15-30 years, heavy SMS users)
 Effective: regular teasing of 200.000
 When: Every 2 months after launching
 By: Opertaor
 Message: Make Ne w fre inds : CHAT to 2428 and yo u acce s s to m ass e s o f ne w co ntacts! No e xtra co s ts and re ce ptio n are fre e !
Pop Up promotion messages forprepaid:
 Through Pop Up communication (Point of sale flyers) and SMS Bundle promotion
 on IVRreload every 4 months
 in the voice mail notification
 in the confirmation SMS once the reload of prepaid account has been done
 in the SMS foraccount balance check
Newspaperand TV promotion:
 Easy event promotion marketable to build recruitment campaign
Online promotion: http://www.operator.com
 Permanent link to promote the service through the Main menu
 Regular banner promotion
Others promo Channels:
 Handset kitting
 Communication in consumermagazine ?
 Integration in students promotion /pack

35. Chat Community SMS: Business Plan example

36. Chat Community SMS – B2BWorkload & Roadmap
SMS
Workload BUONGIRONO
Product specifications 2md (Man/Day)
Project Management 5md
Service configuration
* UCP or SMPP Connector configuration:
2md
* Core system & Command parser
configuration: 2md
* Database configuration: 1md
Total = 5md
Development 5md (No specific development required)
Service Qualification: 5md
Delivery Plan
T0
Product & marketing plan agreed by
Operator
SMS connections UP
2 SIM Cards in Paris Office
Delivery T0 + 2wk
Launching T0 + 3wk
Critical Path SMS Connection
Workload for operator is limited to
SMS Shortcode connection and
agreed marketing realization with
support of B! team.

37. Promotion of Chat when prepay customers check their balance increased the average
traffic by 146% immediately. The promotion was done for a week each month during 6
months period
Case Study: IVR SMS Chat Promotion 1/2

38. Promotion of Chat when prepay customers TopUp. The quarterly promotion done for a 4
weeks period increased average traffic by 160%
Case Study: IVR SMS Chat Promotion 2/2

39. Maintain a continuous stream of advertising for SMS services.Telco
challenge
solution
Promote on a single SMS portal short code, which is advertised on any of its
communication + 50000 SMS teasing each month during one year.
impact
60 000 new members recruited over the period
Wind
Evolution of SMS activity
October 2003 - August 2004
180 000
200 000
220 000
240 000
260 000
280 000
300 000
320 000
340 000
360 000
380 000
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10 000
11 500
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Activesusers30days
Actives 30 days SMS MO Trends MO
Case Study: SMS Regular Promotion Campaign