International Carrier Sales & Solutions. 3G Digital Content Sales Case Study.

1. International Carrier Sales & Solutions.3G Digital Content Sales Case Study. March 26th, 2007

2. Bill-it-Easy.Overview. What is Bill-it-Easy? What does it offer to you and your end customers? With Bill-it-Easy you can offer a secure simple convenient payment system to your subscribers and get a share of their spending in the open Internet Bill-it-Easy

3. Bill-it-Easy.Agenda. • The Online Content Market • Current Situation for 3G Service Providers and ISPs • Bill-it-Easy • How does it work? • Acquisition of Content Providers • Current Content Providers • What to expect as a 3G Service Provider or ISP • User Experience Demo Bill-it-Easy

4. The Online Content Market.

5. The Online Content Market. Current payment solutions. • Immense growth in the paid online content market • Many different forms of content, e.g. • Digital content (ring tones, news articles, adult content, …) • Time/volume-dependent or one-time charges • Online betting & gaming • e-commerce Bill-it-Easy

6. The Online Content Market. Current payment solutions. • Potential for further growth in the online content market • Market size grows with growing internet coverage • Many existing end users do not perform credit card payment because of security issues or the lack of a credit card • Content providers only reach 30% of customer potential right now because users are reluctance to release their personal data for privacy reasons(especially for adult content) Bill-it-Easy

7. The Online Content Market. Current situation of the 3G Service Provider or ISP. 3G Service Provider or ISPs are pure access providers who do not get any share of the online revenues 3G Provider/ ISP Access only $ Internet with content providers Customer content / goods / services Bill-it-Easy

8. Bill-it-Easy.

9. Bill-it-Easy.Adding the ISP to the value chain. With bill-it easy, 3G Providers or ISPs can directly profit from their customer’s spending and the end user’s convenience rises at the same time 3G Provider/ISP with Bill-it-Easy $ $ Access Internet with content providers Customer content / goods / services Bill-it-Easy

10. Bill-it-Easy. How does it work? • Customer purchases online content of a content provider using Bill-it-Easy • One-click interface • User does not have to provide personal or payment data to the content provider • Login-free Authentication and Authorization is done using customer’s IP address and the Bill-it-Easy clearing platform • If the user is logged in via a different ISP (office, internet café, …) he can still use Bill-it -Easy with username and password Bill-it-Easy

11. Bill-it-Easy. How does it work? • 3G Provider or ISP bills the customer for all content purchases • Bill-it-Easy billing data is provided on a monthly basis • a monthly sum is sufficient – the user can always access his detailed transaction records within the Bill-it-Easy user interface • 3G Provider or ISP passes on collected amounts to ICSS - keeping a revenue share • 10% of digital content revenue • 2,5% of betting revenue • Content providers get paid by the Bill-it-Easy platform The collection risk remains with content provider The 3G Provider or ISP only collects the money on behalf of the CP (no reselling) Bill-it-Easy

12. Deutsche Telekom 3G Provider or ISP 3G Provider/ISP transfers money to Deutsche Telekom keeps transaction fee • montax user pays directly to 3G Provider or ISP (existing relationship) IP-based AAA Deutsche Telekom transfers money to Content Provider Content Provider Customer Pricing & contractual relationship for content delivery Bill-it-Easy.Basic Model. Bill-it-Easy

13. Bill-it-Easy. Acquisition of content providers • Bill-it-Easy works as a free-of-charge clearing platform with local and international content providers • 3G Providers or ISP can suggest content providers which are interesting for their end users • Fast connection of suggested content providers • Active promotion of connected content providers directly increases 3G Provider’s or ISPs revenue Bill-it-Easy

14. Bill-it-Easy. Acquisition of content providers • The 3G Provider or ISP can work as an aggregator for content providers • Attractive provision model is available • Depending on the number and performance of connected content providers, aggregator gets an extra revenue share on top of his existing share • At least 2%, up to 8% for digital content • At least 1% up to 4% for bets • These shares are granted on the total revenue of a content provider regardless of the invoicing service provider Bill-it-Easy

15. Bill-it-Easy. Existing content. • In addition to the content providers suggested by the 3G Provider/ISP, there are already a lot of content providers in place • Categories of online content providers already connected to Bill-it-Easy: • Bets (70%) • Erotic (13%) • Mobile Content (7%) • Games (6%) • Lifestyle and esoteric (4%) • The major content providers already offer content in many languages • Initially Content providers typically make 1-2% of their revenue via bill-It-easy, 5-15% several months later  quick end customer adoption Bill-it-Easy

16. English German French Italian Spanish Swedish Turkish Greek Polish Norwegian Danish Catalan Czech Hungarian Dutch Portuguese Russian Serbo-Croatian Slovakian Finish Ukrainian Arabian Romanian Hebrew Bill-it-Easy.Geographic reach and available languages. • Online bets • bwin(Bettandwin)worldwide • WettpunktEurope • Adult content • Beate Uhse Europe • Netvision Europe • Aximus worldwide • Ringtones • Jamba worldwide • Mediaplazza worldwide • Gaming • Skill7 Europe • Zylom Europe These are some of the larger content providers that accept Bill-it-Easy in at least one of their available languages Bill-it-Easy

17. Bill-it-Easy. How much revenue to expect? • Average spending of 80 Euro per user/month* • Service providers’ share of collected amounts (direct revenue share only) • 10% of digital content revenue • 2,5% of betting revenue • Increased revenue when 3G Provider/ISP works as content aggregator • 3G Provider/ISP also profits from end users’ transactions from other locations (workplace, internet café) using Bill-it-Easy * experience values based on existing 3G Providers/ISPs Bill-it-Easy

18. Bill-it-Easy. How to join? • Connect to Bill-it-Easy clearing platform • No set-up fee • Easy and fast implementation without significant effort • Invoice and collect the money spent by your users with Bill-it-Easy content providers • Only one payment reminder necessary • No risk for 3G Provider or ISP if customer does not pay • Suggest your favorite content providers for connection or become an aggregator • Promote usage of Bill-it-Easy among the end users Bill-it-Easy

19. Bill-it-Easy.Summary. • Bill-it-Easy is the internet payment form that gives the service provider a revenue share • Easy to use & secure for end users because IP address based • No collection risk for the service provider • No set-up costs – only promotion effort Bill-it-Easy

20. End User Experience.

21. Bill-it-Easy. End User Experience I/III. • User clicks on a link that leads to content subject to a fee • Here: news article. • Video stream / download • Online bet Bill-it-Easy

22. Bill-it-Easy. End User Experience II/III. • User is redirected to the Bill-it-Easy payment site and can confirm the payment with one click. • The page opens in the context of the content provider • The page can be in the 3G Provider’s • layout Bill-it-Easy

23. Bill-it-Easy. End User Experience III/III. • If the user chooses to authorize the transaction, he is automatically redirected to the content • News Page • Download Window Bill-it-Easy

24. Bill-it-Easy.End user experience - different scenarios. The end user experience is different in the following scenarios: I. End user (as seen in the slides before) is logged in via his 3G Service Provider that he wants to use for the content paymentOne-click interface II. End user is logged in via a different internet operator (e.g. Internet Café, other hotspot). Service provider will still get a share of the revenue created by their end users!Log-in screen with username / password Bill-it-Easy

25. Thank you.

26. Bill-it-Easy. User Interface I/V User can access his Bill-it-Easy account with username and password Bill-it-Easy

27. Bill-it-Easy. User Interface II/V User can set category filters for content that he does not want to be accessible (e.g. to prevent children from accessing bets or adult content) Bill-it-Easy

28. Bill-it-Easy. User Interface III/V • User can • modify personal data • view billing data • change log-in preferences • set spending limits Bill-it-Easy

29. Bill-it-Easy. User Interface IV/V User can view the transactions he made using Bill-it-Easy… Bill-it-Easy

30. Bill-it-Easy. User Interface V/V …including transaction details Bill-it-Easy

31. Commission modelExtended model with 3G Provider/ISP as aggregator Money flow Money for aggregated CP’s revenues through other 3G Providers/ISPs Deutsche Telekom 3G Provider /ISP Role 1 keeps transaction fee • montax 3G Provider/ISP Role 2 „Aggregator“ (Through separate contract with montax) keeps commission Content Provider 2 Content Provider 1 Connected through aggregation model Customer Pricing & contractual relationship for content delivery Content Provider 3 Bill-it-Easy