Outline Plan for Joint Venture IRIS Project

1
Outline Plan for Joint Venture IRIS Project
2
Who are we?

• Originator, IP holder and franchisor of the
• Technology and service proposition
•  
• We are in a joint venture, established 2003
• and backed by
• Bridisco Limited
• Pedagog Limited

3
Bridisco Limited

• The UKs largest nationwide distributor of
  domestic electrical appliances
• Bridiscos Suppliers Include

4
Bridisco Limited

• Owner of the Micromark brand
• Experienced in global controlled manufacturing
• Micromark is the UKs No 1 for Home CCTV
• Micromark were awarded the Queens Award for
  Innovation in 2004 for their work on CCTV

5
Bridisco Limited

• Micromark / Bridiscos Customers include

6
Pedagog Limited

• Pedagog is a leading developer of unique wireless
  multimedia products
• Founded in 1996, Pedagog are winners of numerous
  product innovation awards including European IT
  Award and IFSEC Awards
• Since 1998 Pedagog have been working on CCTV
  developments for the Home Office to support UK
  Police forces

7
What are our 5-year objectives?

• Delivery of global, low cost base, high margin,
• recurring revenue, wireless products and
  services
• Development of global content distribution
  channels
• to wireless devices
• To be market leaders in this sector for this
  product
• (2G 3G Platforms)
• Development of a brand
• Self financing in year 2

8
What are we delivering?

• Unique, protected, wireless/mobile
• technology based product services
• aimed at the mass market consumer
• High margin, recurring revenue model
• delivered globally through controlled
• territorial franchises

9
The Iris Product
10
Applications include

• 1st Phase - Security
• - Home
• Commercial/SME
• 2nd Phase - Direct Marketing Opportunities
• - Personalised content to customers
• 3rd Phase - Entertainment
• - Premium content
• - Point to multipoint application for
  sport/leisure/tourism/adult content etc

11
Why is this wanted/needed?

•  
• 1. By Mobile companies
• 4th carrier class proposition after text,
  ringtone/logos, blackberry
• End to end wireless data multi platform (2.5G,
  3G) service
• 2. By consumers
• Peace of mind
• Live, targeted and compelling content
•  
• 3. Small Medium Enterprises
• Remote Surveillance
• Asset protection
• 4. By content owners
• Brand development through live video
• Advertising/direct marketing to customers
•  
•  

12
What are our USPs?

• Affordable non-internet based, live video on
• consumers existing mobile phone
• Initial product offers the mass market a
• 3G experience on 2G (90 of world market is
  2G
• currently). This is the only facility of its
  kind available
• on GSM
• 3G product offer also available for rollout as
  requested
• by market (2006)
• No broadband, no PC and no technical ability
  required
• to set up / use

13
Delivery Options

• There are three delivery models
•  
• Ready made meal
• JV develops corporate/product ID
• JV owns end user
• Brand owned by JV
• Product proposition decided by JV
• Work done by JV

14
Delivery Options

• 2. Partnership model
• a. Co branded
• b. Co developed proposition
• c. Shared ownership of end user
• d. Work done by JV and partners

15
Delivery Options

• 3. Licence model
• a. Fastest route to market
• b. Component/module supply
• c. Tailor made by service provider/licensee to
  their market
• d. Work done by licensee
• e. Licensee owns customer

16
Delivery Options - Summary

• Ready made meal
• Partnership model
• License model

• Safeguards on all options
• JV owns and controls system architecture
• Can withdraw right to licence if not performing
• We have access to all customer data

17
Who will buy?

• Potential markets
• All mobile phone owners
• All home owners
• Teenage market (for content) 

18
Estimate of Business Potential
Revenue will be generated from 1.
Territorial Licences 2. Middleware Licences 3.
Sale of Hardware 4. Cut of airtime revenues
(recurring revenue) 5. Cut of monthly
subscription fees (recurring revenue) 6. Content
provider licences 7. Advertising Revenues

19
Revenue Models

• A variety or revenue models have been
• prepared to illustrate potential e.g.
• Network model Service Provider Virtual SP

NETWORK Revenue Share Model 30 Mobile Network
(GPRS, SMS) 10 Hosting _____ 39 Licensee
(65/35 split) 21 JV (35/65 split)
SP Wholesale Model 50 c/video 5 c GPRS cost
for 15s video 5 c Overheads _____ 26 c Licensee
(65/35 split) 14 c JV (35/65 split)
20
Contacts

• Mike Moses
• Group Director, Bridisco Limited
• Tel [phone]
• E-mail mike.moses_at_micromark.co.uk
• Dr Olinga Taeed
• CEO Pedagog
• Mobile [phone]
• E-mail olinga_at_pedagog.com