2. 20 ppm
20 ppm 20 ppm 20 ppm 64 Mo 20 ppm
20 ppm 64 Mo 64 Mo 128 Mo USB 2.0 128 Mo
20 ppm 64 Mo USB 2.0 USB 2.0 USB 2.0 Ethernet USB 2.0
64 Mo USB 2.0 Ethernet Ethernet Ethernet Wi-Fi Ethernet
PCL6 & PS3 Wi-Fi
USB 2.0 Ethernet Wi-Fi PCL6 & PS3 PCL6 & PS3
Recto-Verso PCL6 & PS3
Ethernet PCL6 & PS3 PCL6 Recto-Verso Recto-Verso
(impression) Recto-Verso
PCL6 Recto-Verso Recto-Verso (impression) intégral Chargeur 35 intégral
Chargeur 35 Chargeur 50 feuilles Chargeur 50 feuilles
Ecran LCD Ecran LCD Ecran LCD feuilles feuilles 33,6 Kbps 33,6 Kbps
2 lignes 2 lignes 2 lignes Ecran LCD Ecran LCD Ecran LCD Ecran LCD
USB frontal USB frontal USB frontal 2 lignes 2 lignes 2 lignes 2 lignes

4. Profitez de la fonction
« Scan vers FTP » sur vos
multifonctions !
Avec la fonction « Scan vers FTP », préparez
vos documents pour la numérisation,
sélectionnez le site FTP et numérisez !
Bureau délocalisé
Profitez de la fonction
« Scan vers Dossiers Partagés »
sur vos multifonctions !
Numérisez vos documents directement sur un
répertoire partagé sur votre réseau => Un moyen
simple et efficace pour mettre à disposition vos
Siège documents pour touste

6. Mobile Marketing is happening
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 6

7. Spending is increasing
Brands are shifting money from underperforming channels to mobile
“How much is your projected mobile spending?”
(Respondents: Brands)
72% of agencies and 48% of brands have
developed mobile campaigns in 2009.
Amongst non-mobile marketers, 60% are
planning to employ mobile advertising in
2010.
Source: Millenial Media, November 2009 survey
with 100 leading US advertising agencies
Brands plan to spend more in 2010: 13% of respondents said they were
spending $5 million or more in 2009 . For 2010, 29% plan to spend $5
million or more.
Telcos are deploying mobile marketing, allowing overall spending to grow
Global Mobile Advertising spend (bnUS$)
Turkcell: 650 campaigns in 2008
Vodafone: generate revenue in 20 countries
Claro Brazil: 60 campaigns in 2008
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 7

8. Marketers are integrating mobile
into the media mix
Traditional media Web Mobile
TV Out- Press Radio Mail Web Email SMS Interactive Mobile
Wap
Advertising door SMS App
Brand awareness
Lead generation
Purchase
CRM
Loyalty
15-30%
Opt-in
*
Customer & CTR twice better
market research on mobile
Promotion
0.2-2% 2-5% 0-3% 1-15% 10-30%
Engagement 2-20%
1-2%
*CTR: Click-through-Rate
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 8

9. And Mobile users are open to mobile
advertising If marketing solicitations are relevant
Open… & rewarded….
70% of mobile users are open 65% like mobile ads targeted and relevant
to mobile advertising (UK) to them.
62% don’t mind or would 64 % of consumers would grant permission
to receive mobile ads if they were
like to receive relevant mobile
ads (US) incentivized.
… and if they have control mobile marketing works !
69% would like to receive mobile ads if 94% users remember the call to action
they were in control
65% of respondents want to chose the 47% have brand recall
time of day they receive mobile ads
50% of respondents say companies 38% took action based on mobile ads
didn’t make the opt-in process clear
/
Aeneas Strategy Study: interview with 1,002 consumers in June 2009
AOL/Universal McCan: survey of 1,800 mobile users over Q4 2008 and Q1 2009 in the USA - DMA survey: October 2009 9

10. It’s the right time to bring Marketing on Mobile
…and we help you to engage better with your audience
you we
define manage interactive
marketing
mobile marketing
objectives
campaigns delivering
the best click-rates
and the best ROI
With Interactive SMS,
the SMS piloted by a SIM app!
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 10

11. Interactive SMS is a superior interactive
channel
Interactive SMS
Standard SMS Flash SMS
Welcome to Hello
Wireless.
Welcome to Hello Welcome to Hello Discover our large
Wireless. Wireless.
Discover our range of useful
Discover our large mobile services.
large range of range of useful
useful Connect now
mobile services: services. by pressing Ok
More info on: More info on:
HelloWireless.com HelloWireless.com
Ok Exit
Arrives in inbox Pops-up on idle screen
One screen: no dialogue Several screens: dialogue
• for information • for information
• for basic call to action (w/ • for better call to action (1-click) :
scrolling):
• - trigger a call, a link to a wap/web site
- trigger a call, a link to a wap/web site - trigger a pre-formatted SMS,
a USSD service, a SIM service
- qualification messages:
lists, votes, get inputs, opt-in
Better than SMS
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 11

12. Interactive SMS efficiency – an example
Standard Same Interactive
SMS SMS
Hello Wireless!
target
Hello Wireless!
Losing your contacts
is something of the Losing your contacts
past! Save your is something of the
contacts with Hello Very high past! Save your
Wireless Backup. See value of contacts with Hello
menu on your phone. interactivity Wireless Backup.
Costs 1€ Backup now? Costs 1€
for non users
Service : Phonebook back up Service : Phonebook back up
Target : never tried Target : never tried
Acceptance rate increase : 1%
X 6.4 Acceptance rate increase : 6,4 %
End user experience End user experience
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 12

13. Interactive SMS is a superior interactive
channel
Better response rates than SMS
 Interactive SMS gives a really intuitive 1-click to action experience, to send an sms, set up a
call, or launch a wap browser :
 natural, easy access to content, mobile site, coupons, maps
 very fluid mobile questionnaire sequences for user qualification
Delivers a proven x2 to x5 increase in click-through-rate, versus simple SMS !
and still simple !
 Interactive SMS uses a widespread technology, the SIM, that works in all handsets
without any handset customization: millions of happy users already !
Works on 100% of handsets in a very cost efficient way
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 13

14. Interactive SMS is relevant for 3 main
use cases
Create & manage opt-in databases
Database
Qualify databases with relevant criteria
management (age, gender, location, preferences)
Direct Animate MNOs customer databases
marketing (Retention, Cross-selling/Upselling, Loyalty)
Direct marketing Develop Brands consumer engagement
Advertising (Awareness, First Try, First Buy, Loyalty – repeat purchase)
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 14

15. Database management driving the virtuous
circle of Mobile Marketing
Qualification
and opt-in
More use of
mobile as a Targeting
marketing
channel
Better ROI
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 15

16. Database management
Qualification and opt-in campaign example
Use case objectives:
- start a direct dialogue with a subscriber
SubscribePortalto
Welcome20 free
Thanks! Want
**Win on Hello!
Hello! to - quickly & easily collect qualitative customer profile data
minutes with you
unlimitedare Hello!
Wirelessyou: plan
Where data
receivenetwork.
Are great
MyThank you you :
Wireless** Youand
How old are for
at personalised
Account
50€/month just
living: - collect opt-in
VoiceDiscoverto!
needA access the
participating
getServices
to answer
offers?
Female
Sending
special16
30245
Chatfollowing 3of
large Male
Services
A range
Shopping - build relationship with free minutes
SMS…
Download Nowwe
questions soon
promotions
Enter Y/N be
You will and
useful
Weatheryouranswer
Selectyour20post
Enterto know free
get press OKyou
mobile Forecast
Enter mobileand
credited age
your services.
your
Fun &internet. OK
codepress OK
andGamesOK
minutes.
and press
better.
press
NewsConnect Now Customer experience :
PressY OK
Traffic Info OK
Press to
press OK
tocontinue
continue. - idle screen pop-up
- familiar SMS-based dialogue and input
- 5 clicks only (plus qualitative input) & 1 SMS sent
Campaign examples:
- Qualify customer base for new services offers
- Survey customer base: check interest for new tariff plans
- Opt-in on specific partners offers
…
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 16

17. Embark your audience onto a good
mobile marketing experience
Examples of Direct Marketing & Advertising campaigns
Brand Event
Offer
awareness promotion
discovery
with Qualification with Qualification
Customer care
Loyalty Event
+ Opt-in
couponing promotion
with Qualification
13/03/2010 Improving efficiency of Mobile CRM and Advertising campaigns 17

18. Gemalto Mobile Marketing offer
Mobile Marketing Service
Mobile Marketing Center Partners
SMS Interactive Cell Html MMS QR
SMS Broadcast push codes
Html pull
Available Q2/10 coming later
18

19. Mobile Marketing Center High level Architecture
Marketing layer
Subscriber History of
data Campaigns
1 4
Analytics
Launch Campaign execution layer + users inputs
Campaigns
(age, opt-in …)
On-going
SIM Profiles
campaigns
2 3
Interactive Analytics + users inputs
SMS scenario (age, opt-in …)
ready
Multimedia
SIM Marketing Engine
13/03/2010 Presentation title – Security Level (Arial 10pt) 19

20. Mobile
Offers
Marketing Center
Strategic Planning Campaign management
• Campaign creation
• Relationship Marketing & • Campaign delivery
communication strategy • Performance & ROI
• Business & marketing analysis
consulting • Benchamarking &
Gemalto recommendations
Mobile
Marketing
Services
Experience management
• Satisfaction surveys
Analysis
• Pre- & Post-test campaigns • Campaign performance
• Claims & Opt-out management analysis & reporting
• Opt-in database • Customer behavior & attitudes
dynamic management analysis, segmentation>
Experience management
• Interfaces with other systems (CRM, Billing) • Aggregation of data generated by the
• Import of external datas (private files) campaigns (opt-in, qualification, behavior,
attitudes, …)
13/03/2010 Presentation title – Security Level (Arial 10pt) 20

21. Mobile Marketing Service CRM Experience
Dialogue is a key component of the relationship marketing mix
to reinforce positioning of brand, product & services
to create a relationship between a consumer and a brand/product/service, and thus build
loyalty
To be effective and build customer value, dialogue has to be :
Interactive and participative
Personalized in terms of content, channel & mode
Permanently accompanying the customer lifecycle
21

22. Mobile Marketing Service CRM Best practices
Best practices for engagement & dialogue :
Differentiate
Identify & Engage Evaluate
Personalize
Objective Objective Objective Objective
Recruit & qualify Profile & Target Engage in dialogue with Create Insight
consumers consumers consumers
Content Content Content Content
Segmentation & One-to-one push Satisfaction surveys
Opt-in collection
Personalized content campaigns Pre&post test of
Qualification questionnaire campaigns
Indicators Indicators Indicators Indicators
•Opt-in % •# of segments •% of impressions •Opt-out %
•# of qualified consumers •Size of segments •CTR •Satisfaction %
•% of qualification criteria •# of campaigns variations •Campaign recall /
relevance %
22

23. Mobile Marketing Center Deliverables
Based on your marketing brief, Gemalto can manage, in typically 8 weeks :
1. MARKETING PRE-STUDY
• Analysis of existing opt-in database Recommendations
• Analysis of marketing objectives Workshop
2. DATABASE QUALIFICATION CAMPAIGN
• Opt-in collection Qualification report
• Data collection
Qualification database
3. FIRST ENGAGEMENT CAMPAIGN CREATION
• Targets
• User experience parameters: channel, message, timing, Campaign definition doc.
capping Workshop
4. FIRST ENGAGEMENT CAMPAIGN EXECUTION
• Calibration and technical tests
• 1 week testing, and subsequent adjustment of parameters Weekly reporting
• Execution on channels dynamically selected by Gemalto
5. FIRST ENGAGEMENT CAMPAIGN REPORTING Campaign report incl.
• Standard report: delivery rate, click rate Recommendations for next
• Custom report campaign
• Analysis and recommendations for next campaign optimization Results database
Presentation
… and manage over time of all your Mobile Marketing campaigns.
13/03/2010 Presentation title – Security Level (Arial 10pt) 23

24. Pricing
Mobile Marketing Mobile Marketing
Service Center
Use case Products Hosted by Gemalto Hosted by Gemalto
1 euro Setup + 10k€
Database Mobile Marketing Engine
(Light or existing SE/s@t) per user data + monthly
management Mobile Marketing Center collected hosting fee
Mobile Marketing Engine Setup +10k€
Direct marketing (Light or existing SE/s@t) 30k euros + monthly
Mobile Marketing Center per campaign
For MNOs marketing campaigns Ad Server (CRM capabilities) hosting fee
Mobile Marketing Engine 30k euros Setup + 10k€
Direct marketing (Light or existing SE/s@t) per campaign monthly
Advertising Mobile Marketing Center Or depending on Business
+ hosting fee
Ad Server (CRM capabilities + Case, 30%
ad network) of brand marketing budget
For Brands marketing campaigns
24

25. Additional Options
Mobile Marketing Service
Mobile Marketing Center Partners
Location detection
Device detection
Ad Server
25

26. A new vertical : Mobile Marketing
All activities using the mobile as a media to :
Deliver Develop Deliver
an APPLICATION/SERVICE a DIALOGUE an ADVERTISING
to and end-user with an end-user to an end-user
ACHIEVEMENT 5%
Mobile Mobile
Mobile
Content Advertising
CRM
Application stores Multichannel Advertising
Content delivery, Menu Database management delivery, Ad network &
Management, Content (Opt-in, Qualification, Ad Marketplace
promotion Surveys, Customer Care),
Direct Marketing
26

27. Content
Mobile Carriers Ad agencies Brands
providers
m-CRM
m-Content mobile carriers, m-Advertising
ad agencies and brands
mobile carriers ad agencies and brands
implement effective
and content providers develop in a unique
customer database
provide their users and efficient way
marketing (including
with easy access multichannel advertising
opt-in collection,
to accurate content campaigns
qualification)
and services via mobile media
& direct marketing
campaigns
broadcast
Geolocated
In-app
Interactiv
Interstiti
SCWS
e SMS
menu
push
MMS
SMS
Web
Wap
Ads
SIM
Cell
al
27

28. Current AT&T
customers:
Log in and view,
Typical user journey : Offer discovery
change, manage
your rate plan.
Achieved in a few seconds!
SubscribePortal
You connected
Hello! to
Welcome on Hello!
unlimited data plan
recently to your
Wireless network.
My Account and
at 50€/month
mobile internet.
VoiceDiscovertoto
Would you like
getServices
access
Chat Services our
special range of
benefit Shopping
large from Automatic access to services
Download Now
promotions on
unlimited data
useful
Weather Forecast
mobile mobile
your services.
plan? Up-sell
Fun &internet.
Games
NewsConnectOK
Press Now
Traffic continue
Press OK to
to Info OK
press
continue
Best practice:
First time usage is a ideal moment to push
a teaser for your mobile portal
Technical set-up needed:
Connection to the Service provisioning platform
28

29. Current AT&T
customers:
Typical user journey : Top up Service
Log in and view,
change, manage
your rate plan.
promotion
Achieved in 1 minute !
Thank you! You’ll
**Hello! is your
What Wireless
**Special
Hello! Wireless
be Promotion** 1
lifestyle arewith
Hello! Wireless
Special interest:
Where Top-up
credited you
FREEold you:
How Are areWould
offer !**you :
hour!
living:
Sending for 5 €
you like Wireless
Get 1 Food FREE
Hello! torequest
10 min receive
hour
Service activation
5 € answering5€
by forMusic the
and…
50A Female
SMS minutes
10 for
16
30245 !
personalized offers
Thank you
Movies
fromor
following
A Male
Hello!

Selectaccount and
Enteryour choice
Enter 50 SMS will
Your your age
Shopping
questions
Wireless?
your post
and credited
be press OK
Select yourOK OK
codepress answer
and press
Select your choice
Press OK
Qualification
Press OK
and press OK
press
andcontinue
to press OK
to continue
Opt-in
Best practice:
Each time you deliver value to your customer is
a good moment to ask a few qualification questions.
But collecting more information increases drop-off and
reduces lead volume: capture basic information during
the first contact with the user, and additional
information over time as you build a relationship with
the consumer
29

30. Current AT&T
customers:
Log in and view,
change, manage
your rate plan.
Typical user journey : Couponing
Display text when
entering into
Takashimaya Mall!
Get 50% off
**Wagamama
Achieved in 10 seconds!
on any main meal
Coupon**
Wagamama
Restaurant at
Get 50% off on any
Takashimaya 693
purchase of meal
Fifth Avenue at 54th Location based promotion
between
Street,
11 AM and 2PM
Tel:(212) 350-0100 Coupon delivered = lead generation !
Offer valid until
Press OK
to receive2009
Nov 15, your
coupon
Best practice:
Location adds enormous value to your couponing
activities : boost your shop visits !
Technical set-up needed:
LBA client server solution
30

31. Current AT&T
customers:
Typical user journey : Branded product
Log in and view,
change, manage
your rate plan.
launch
or Achieved in 1 minute !
www.bmw.com/X1
What isyou!
Thank your
Welcome on Hello!
BMW introduces
**Special
JOY IS WHAT
You’ve beenyour the
Calling credited
BMW Are are you
introduces
Wireless you:IT
lifestyle interest:
Where network.
the latest X1
Promotion**
YOU MAKE
How latest BMW
nearest X1you
with 30 FREE :
old are
living:
THE BMW X1
minutes! Would you
Lead generation
Connection to the
Book30 test drive
Get Travel
Adealer
Discover
a minutes
Female
Book totest drive
like a receive
02116offers
large 35 by X1
Discover the of
FREE
internet
A range
Music
Male
personalized X1
Discover the
answering the
0850 890 678
useful
Cars
and…
from Hello!
Select your answer
mobileyour age
Enter services.
Shopping
following
Partners? ZIP
Socio-demographic and attitudes

codequestions OK
Select your choice
Select press OK
and your choice
and press OK
and press

Select your Now
and press OK
ConnectOK
and presschoice
Press OK
Get -in
andcontinue?
to continue?
to press OK
accept.
toPress OK
press OK qualification
to continue
Opt-in collected
Best practice:
Each time you deliver value to your customer is
a good moment to ask a few qualification questions
31

32. Current AT&T
customers:
Log in and view,
change, manage
your rate plan.
Typical user journey :
Customer care
Achieved in 1 minute !
What offerson Hello!
Welcome would Service activation & Automatic
youYou to receive :!
Special will now
like Promotion
Your mobile phone
Wireless network.
GetThankare FREE
I am I messages
1 hour of with
am:
is compatiblein:
receiveliving you?
How old you!
Promotions
data connection for
A man
handset configuration
to automatically
Hello! is going
e-mail service
LatestA woman
sport news
your
32
You’llcheck your
to be credited
Latest20070
configure the
would you like
Configuration
e-maileconomy
by answering Socio-demographic and
news subscribe? :
ato handset. of
with questions
compatibility
few 1 hour
received
Select your answer
Our and press OKand
Enter yourdata
ofFREE mobile
Enter your ZIP
your age
sport partners’
offerphone with
code andOKto
connection!
attitudes qualification
Press click
!press OK
Just OK
press press
ourto continue
value-added
OK !
OK
continue
SelectServices
your choice Opt-in
and press OK
Best practice:
Each time you deliver value to your customer is
a good moment to ask a few qualification questions
Technical set-up options needed:
Connection with Connection with
Connection with
Device Mgt E-mail subsc.
Prepaid billing
system system
32