Applause Media System Audio/Video Release Distributor Roadshow

1. Applause Media System Audio/Video Release Distributor Roadshow John Williams, Product Manager

2. Agenda • New audio/video release • Identifying Applause customers • What Applause can do • Launch package / new sales presentation • Getting past “no thanks” • Promos and pricing • Wiring options and order form changes • New install process

3. What is Applause • The Applause Media System is an easy-to-use digital media system that turns your dispensers into an interactive platform, displaying promotions and offering coupons to drive fueling customers inside your store.

4. New Functionality • The addition of audio and video capabilities has been the most requested feature from customers.

5. Applause Media with Audio/Video • NEW! Support for every major electronic video format. • NEW! Support for every major electronic audio format.

6. True Multimedia Delivery! • TV Commercials • Sound effects • Audio prompting • Promotion Voiceovers

7. New Functionality Available on YouTube – just search for “Applause Media”

8. New Video Library! • 11 categories covered (20 videos) • Professionally Produced • Retailers can include their own text-based or coupon offers New Audio Library! • Over 200 clips • English and Spanish • Professional Voice Talent Updated Graphics Library! • Now 70,000+ images • QSR and C-Store Focus

9. Identifying Applause Customers • Forecourt marketing is becoming more and more critical for all c-store retailers, with increasing competition from other channels. • Traits of good Color/Applause candidates: • Larger c-store with wide in-store merchandise selection • Foodservice offering on site • Car-wash • High volume site • Other “focused” non-fuel profit centers (Coffee program, beer cave, etc.) • Good Applause users have a resource dedicated to marketing. • Time requirement for system is minimal, but it must be properly utilized to get the desired results

10. What Applause Can Do…. Case Study Profile • Branded gasoline station in a smaller suburban location • Branded deli sandwich franchise • Medium sized C-store with “beer cave” • Self-serve Carwash • Average monthly volume +/-110,000 gallons • 6 Encore 500s dispensers with 10.4” color screens • Customer previously made light use of Applause • Audio/video deployed on June 29th.

11. 19% INCREASE IN SALES OVER 3 MONTH AVERAGE Increases 11.7% QSR 33.4% Carwash 13.8% Instore Three Month Average = $101,349 vs. $120,456

12. Launch Package Overview • New launch package sent out in early August • Launch package contents:

13. Getting Past “No Thanks” • The color screens are too expensive • In-store lift of a modest 4% results in a two-year payback (on a dispenser that has a 12-year + life) • Color upgrade price is for both sides (2 fueling positions) • Unlike some less expensive alternatives, Color/Applause is: • Located at the forecourt and able to reach fuel-only customer • Built for a very specific industrial use (the screens have to be built to a very high spec to function for a long period of time in an industrial fueling environment) • Built and tested to an operating temperature range of -30 to 120 degrees • Acrylic coating to protect screen from scratches and weather-related damages

14. Getting Past “No Thanks” • Attention is focused elsewhere • Majority of fueling customers don’t come inside the store  Need a way to convert them to higher-margin in-store customers • Your in-store customers now can buy the same goods from Walgreens, Dollar General, CVS, Kroger, Wal Mart, Quizno’s., etc.  C-store retailers have the advantage – the customer is already on-site getting fuel – just need a hook to get them inside the store • We’re a small company that doesn’t have the time/resources to manage the system • Very easy to use system that only requires a few hours attention every 2 to 4 weeks for effective use • Many resources included with the system that make it easy for any retailer to use effectively (User Portal with pre-made promotions, graphic, audio and video libraries)

15. Getting Past “No Thanks” • Don’t the pump-top companies give away screens? • Only for sites in top advertising market areas (NYC, Los Angeles, Chicago, etc.) • Only very large volume sites are selected. • No content control – effectively just a billboard that someone else sells advertising on • Not as effective at driving in-store traffic • Content is not specific to the site • Ad content for non c-store items (cars, insurance, etc.) • Not interactive (no couponing or interaction to engage customer and bring them inside the store)

16. Limited Time Promotions

17. Pricing: Factory Installed Color and Applause • Factory-installed color dispensers (Encore S): • $5,929 (no change to list) – will be shipped audio/video capable • No longer need to separately order a connectivity card ($419 savings per dispenser) • Applause Media System changes: • List price decreases from $4,394 to $3,500 • Long Range Ethernet (LRE) switch no longer included in base package – will be a required separate purchase for sites using DSL/twisted pair wiring

18. Pricing: Upgrades for Color Dispensers • $399 limited time list pricing per dispenser ($799 after 10/31) • Includes: • New accelerator card (one per dispenser) • New software • Audio/video content libraries • Online training on audio/video functionality, and video frame theme design • Software Re-load and Card Installation (not included) estimated to be approximately 45 minutes to an hour per dispenser • Hi-speed internet required

19. Retrofit Promotion • Limited Time Offer • Order an EPP retrofit for an Encore 500 or S series dispenser and add an audio/video capable color screen retrofit for only $4,995 (list price.) • Standard list price = $6,870  Promotion pricing is less than the cost for a factory-installed color upgrade! • Unless already installed at the site, Applause must also be purchased to drive content on the color screens. • Details of Offer: • Refer to promotional flyer SP-3323 for details and ordering instructions. Save $1,875 per Dispenser! (if ordered by 12/1/09)

20. Wiring Options for 10.4” Color • Long Runs (280ft of better) • AC Conduit Installations (usually retrofit) • Requires Separate LRE Switch ($2015) Category 5 Cable (Cat 5e) • For runs less than 280ft • Must run through non-power conduit (intercom OK) • No LRE Switch Required(less expensive router/switch can be used) Separate connectivity card purchaseno longer requiredfor either color wiring option ($419 savings per dispenser)

21. Wiring & Order Form Changes • New Order Form Question: DSL/Twisted Pair or CAT5e Ethernet • Drives correct connectivity board for factory installed dispensers, A/V upgrade kits, and monochrome to color retrofit kits • Drives required LRE purchase if wiring is DSL/Twisted Pair. • Connectivity card purchase still required for monochrome Applause installations • Wiring options (DSL/twisted pair vs. CAT5e Ethernet) also available for monochrome installations.

22. Order Form Addition • A/V upgrade for existing color dispensers added to Color Screen Retrofit order form (EN10.4AVUPGRADE)

23. New Install Process • Data sheet is no longer needed in advance of install • Installing technician simply calls 888-800-7498 to obtain the pass code, location ID, and host name (and, for dial-up sites, the access numbers). • This step is required to register the site and complete the installation (very important for service going forward) • Please ensure that the installing technician is Applause certified • Online course available for Applause certification • To enroll, email technicaltraining@gilbarco.com. Provide technician number and request the Applause technician certification course.

24. Questions?

25. Back-Up Detail

26. Example Kit Cost: 5 Dispensers with 10.4” Color Option • Cat 5e Install will also require a router (not included) • For DSL Install, order 1 LRE per 8 dispensers • Wiring thru A/C Conduit requires DSL install and add one Isolation box. (List price $455)

27. Example Kit Cost: 5 Dispensers with 5.7” Mono • Cat 5e Install will also require a router (not included) • For DSL Install, order 1 LRE per 8 dispensers • Wiring thru A/C Conduit requires DSL install and add one Isolation box. (List price $455)