Fun Studio

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MSOs, advertising and the new subscriber
dynamics
Andres JordanVice President, Innovation
Business Development
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Trends and Facts

• Global/Tribal DynamicsCommunities
• PersonalizationIndividuality
• Self generation needs
• Thirst for POP i.e. sport-stars, celebrities,
  actors
• Digital media and content creation
• Everything is and can be content
• Consumption driven by affinities
• Relevance timeliness advertisings best
  friends..

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The subscriberA new view
Provider
Brand Fan Sponsor Multiplier Raven Connector Expan
sion base P2P actor Agent Distributor
Trend vectors

• Creative explosion
• Self expression
• Ego casting
• P2P emergence
• Viral players
• Web 2.0

Static Non- participatory adversarial unfriendly
subscriber
New definitions
Greenfield view
Provider
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Headlines as of May 1, 2007

• Yahoo Begins Advertising campaign that features
  mobile Offerings RCR Wireless News
• Smart marketing comes at it from
  the customer viewpoint
• Allen Olivo, VP of Global
  Brand Marketing Yahoo.
• CBS Stations tap Microsoft for User Video, Media
  Bytes
• ..broadcasting is no longer a one way medium.
  Audiences and advertisers are looking for
  compelling local content that speaks to them,
  families and neighbors..
• Jonathan Leess, President GM CBS TV Digital
  Media Group.
• Comcast, Yahoo ink Internet ad agreement, CNN
  Money
• Comcast is making a push to open up the web
  site to more than 24 M subscribers so they can
  plan their viewing schedules in addition to
  allowing the digital voice phone service to
  access voice mail

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Facts and TrendsEvolving, morphing, turning

• E-Personalization is a trend that is here to stay
• Providers looking for additional touch points
• Emphasis on churn reduction and increased ARPU
• Search for interactive, participatory platforms
  (both)
• Eco relevanceincreased affinity to relevant,
  timely content
• Increased tolerance accompanying what is in it
  for me
• Superdistribution
• Prosumer

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A quick European Case Study
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A solution
FUNBOX Web-based Self generated content-studio
solution for personalization of mobile phones

• Ring-Back-Tones
• Ring Tones
• Mailbox Greetings
• Outbound Greetings
• Wallpapers
• Video

• Community
• Content
• Affinity
• VIP, POP
• relevance

• Carrier
• Network
• Billing
• Market Clout

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Retail application
Team wallpaper
Futbol Star Michael Ballack Picture/video
Background Music Bayern Munich song
Personalized text blocks using Michaels voice
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New solution ecosystemsfresh, dynamic, relevant
SBRAMS Web-based sound studio utilizing
corporate and entertainment content
Multiplier products

• Sponsor brand
• Tied to content
• Affinity enabled

MSO

• mvno
• Affinity portals
• Community building
• VOIP

• Assets
• Content agreements
• Delivery
• Multiplier base
• Device ad space
• Subsidy potential

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Solution SuccessWhy?
DRIVERS

• Innovative vision
• Strategic Symmetry
• Sponsorship easy
• Operational Simplicity
• Aggressive Marketing
• Revenue share model

Infrastructure sponsor Marketing Reach Platform
Progressive Brand POP status Tribal fan base
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Results

• Increased customer retention and reduced churn
• Created new revenue stream/s
• Increased customer affinity to both brands
• elevated perception of progressive provider
• Maximized value of existing endorsement contract
  between brands
• Increased use of voice mail and airtime by
  approximately 30
• Increased affinity of users to the brand (already
  strong)
• Increased traffic to both web sites

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Creative adoptions and migrations

• Adopted by Enterprise for
• Sound-based branding
• Harmonization of sound across mobile
  infrastructure
• Gifting of media upon purchase of car
• Adopted by Carrier for advertising-based handset
  subsidies
• Adopted by Mobile Carrier as enabling platform
  for SMEs
• Under consideration
• Content producers as new distribution tool
• Political campaigns for harmonized messaging

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Applicable to MSOs

• Allows cross-device/account initiatives
• Crosspollination of content, devices, advertising
  revenue
• Real vehicle for subsidy-based advertising
• Addresses identified trends
• Affirms affinity and reduces churn
• Tool of relevance and timeliness of done right
• Tool for deployment as an enabling platform to
  serve SMEs

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• Andres Jordan
• T-Systems North America
• Vice President
• Business Development Innovation
• Andres.Jordan_at_t-systems.com
• Blackberry 1-571-338-2979