Simon Davies of Snaptu discusses mobile web use in emerging markets. This presentation was given at ME's Monetising Mobile conference in September 2010.

1. Simon Davies MD Europe Getting ahead in Emerging Markets

3. Funded by (Google, YouTube, Yahoo…)

4. Over 200 countries – majority in emerging markets

5. India, Indonesia, Malaysia, USA, UK, South Africa, Turkey, France, Mexico, Malaysia, Thailand, Saudi Arabia, Vietnam, Russia, Germany, Spain, Australia, Philippines, Brazil, Venezuela, Argentina, China, Netherlands…2 Snaptu - overview Contact: simon@snaptu.com Confidential © Snaptu 2007-2010

6. Older 2G handsets & pre-pay dominate Handsets sold separate from SIMkits, vibrant 2nd hand device market Mobile is the primary Internet and e/m-commerce access point Albeit a minority are on data plans Operator new entrants and data plan competition Many OEM new entrants Accessible distribution 3 Emerging Market environment Contact: simon@snaptu.com Confidential © Snaptu 2007-2010

7. SMS & Voice based Basic SMS info services (sports, news, travel, astrology…) Ringtones , wallpaper, cricket commentary while waiting (Hungama) Voice blogs Mobile wallets Data network based Ringtones, wallpaper, music, games, apps – classic content portals In app advertising Virtual goods and currency Mobile wallets 4 Revenue models in Emerging Markets Contact: simon@snaptu.com Confidential © Snaptu 2007-2010

8. Voice BubbleBlog from “Audio Twitter” Bollywood star AmitabhBachan 270k followers on Twitter, 350k on Bubbly (July) 10-30 rupees ($0.21-$0.65) pcm per Blog subscribed to Mobile Money/Wallets How it works – utility bills, where you charge up with cash SMS vs data Nokia Money/OBOpay in Pune (mainly SMS based) Large number of players Comviva, C-SAM, Fundamo, G-Cash, GFG, Jigrahak, mCheck, MiPay, MobiComp, Monitise, Movensis, mPay, Mpesa, mTranZact, OBOPay, PayBox, PayM8, S1(Postilion), Simplue, SMART, Utiba, Valista, WIZZIT, Celpay, Zain Zap, Macalla Opportunity to integrate as the winners emerge 5 Revenue models in Emerging Markets Contact: simon@snaptu.com Confidential © Snaptu 2007-2010

9. Virtual credits, goods and communities “mobile-first community” “40m+ members” “200 +countries” “chat, share photos, join groups, send gifts, play games, create avatars, call friends, email…” 6 Revenue models in Emerging Markets Contact: simon@snaptu.com Confidential © Snaptu 2007-2010

10. Emerging markets much more accessible Operator appstores Aggregators Cellmania (Airtel, Singtel, Maxis), Infosys (Aircel), Avarto (Vodafone Essar) New entrant OEM pre-installs 3rd party appstores Getjar, Mobango… OEM appstores Ovi, PlayNow… 7 Accessing users: distribution Contact: simon@snaptu.com Confidential © Snaptu 2007-2010

12. Vast majority on old 2G handsets: see below

13. Rapid drop off… no.1 and 2 are 2x # 4 and 10x #178 User device limitations Contact: simon@snaptu.com Confidential © Snaptu 2007-2010

14. Cheaper devices delivering ever higher end user experience Micromax Karbonn Fly Mobile Spice Zen BhartiBeetel Lava Bright … Note most are planning affordable Android devices 9 New generation of low end handsets emerging Contact: simon@snaptu.com Confidential © Snaptu 2007-2010

15. Maybe approaching an inflection point Operator competition & new entrants New entrant OEMs 3G rollouts Increasing opportunity to profit from data-centric offerings… … in markets where mobile handsets are the primary Internet device 10 Conclusions Contact: simon@snaptu.com Confidential © Snaptu 2007-2010

16. simon@snaptu.com