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1. Mobile Social Networking
M o b il e M o n d a y
D ü s s e ld o r f , F e b 2 n d ,
2 0 0 9

12. connect & communicate
T h e E v o lu t io n o f c e llit y ’ s M o b ile S e r v ic e
Communicator 3
multi platform (messaging
voice, presence, etc.)
Communicator:
voice, e-mail,
messaging, twitter
least cost router
Communicator 2:
address book-centered,
communication features
set of individual (e-mail, messaging, social
single-purpose-apps networks, twitter, voice)
Feb. ‘07 May ‘07 Feb. ‘08 Dec. ‘08 Sep. ‘09
12

13. cellity Communicator 2 with addressbook 2.0

14. c e llit y V a lu e C h a in P o s it io n in g
Mobile internet
Software services
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15. cellity Addressbook 2.0
mobile advertisement build in
one central personal profile
manage yourself in one place
relevant contact information
auto-connect
with your current friends
up-to-date contact info
auto-add new contacts
connect to social networks
universal messaging platform:
send messages like e-mail, SMS, messages
on Twitter & Facebook, etc.
connect to social feeds
Twitter, Facebook timeline, etc.

16. Works on the iPhone

17. Works on the Android G1

18. Works on all major mobile platforms

19. Works with major social networks

20. Works with major email account providers

21. cellity addressbook 2.0: web app

22. cellity addressbook 2.0: web call

23. cellity addressbook 2.0 web app: messages

24. connect & communicate
Business Model
Advertising Premium Model
- there is a strong demand for mobile ad space - premium services for a monthly subscription fee
- ideal opportunity for targeted advertising - advanced application features such as ‘export of data’,
within the client application ‘additional storage capacity’ or ‘free of advertising‘.
Indirect Revenues
Direct Revenues
- ad revenues are planned to start in Q1/ 2009 - premium model is planned to start in Q1/ 2009
Channels
B2B Services - channels within the client software
- trigger the sale of mobile content (charged per sale), 3rd
- focus on MNOs in Western Europe party content or services (charged per lead), + specific
- offering the cellity Communicator 2 in a co­ parts of the premium offering
branded environment
- revenue share for advertising revenues or
monthly charged fees for the premium ‘Classic’
service directly via the MNO billing
- voice services (per minute) or cost per SMS channels
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25. Te c h n o lo g ie s
Browser
Address Book 2.0
Address Book 2.0
+ Social Network Features
+ Social Network Features
Social network
Social network
Email messaging
messaging
Social Feeds
Social Feeds
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26. cellity addressbook 2.0
Frontends:
native mobile
address book
Outlook
email, IM, incoming &
SMS, freeSMS outgoing calls
fully open for
additional sources

27. Server Centric Architecture On the mobile phone
centralized information widely accessible &
securely stored
In the mobile web
On the computer
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28. connect & communicate
Fro n te n d s
Frontends Competitors cellity
PC app 
Web app 
Mobile app  
Mobile web 
F e a t u r e s – m a in d r iv e r s
• M o b ile a n d w e b a lw a y s s y n c h r o n iz e d a n d
a c c e s s ib le
• S a m e U I o n m o b ile a n d P C
• S e t t in g s , d a t a , in f o r m a t io n c e n t r a liz e d
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29. connect & communicate
Future outlook: Address Book 3.0
IM*
voice messaging
LBS* Presence*
social social
networks feeds
connect & communicate
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* coming Q1/2009

30. Th a n k y o u f o r y o u r
a t t e n t io n !
cellity AG
Sarik Weber
Stahltwiete 23
22761 Hamburg
Germany
tel. +49 40 8888 5600
fax +49 40 8888 56010
www.cellity.com