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1. As of 30 Jun 10

Total SingTel Mobile Subs = 3.1M

45.8%

postpaid

Market share1 42.9%

prepaid

Singapore SingTel Associates

Over 344M subscribers

SingTel is the leader in Singapore market and APAC region

Recent achievements

Successful Samsung Galaxy S launch• Preloaded SingTel applications

such as ILoveDeals,GoShopping, AMPed, MobileTV, TrafficLIVE and more

Successful iPhone 4 launch at Marina Bay Sands

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Our focus is on differentiating apps, providing a unique opportunity to developers and …

What can SingTel bring to developers

• Monetization – Create new monetization opportunities via multiple commercial models e.g. operator billing, advertising, subscription etc

• Maximize reach – Opportunity to launch apps in Singapore and success cases can be introduced to regional affiliates

• Marketing support - Joint promotion and service bundling with key partners during new phone launches, this will help to create unique awareness of the apps and help them stand out from the many apps in the individual OEM’s app stores

• Distribution support – Pre-loading of apps on certain handsets• Leverage - Opportunity to leverage SingTel technology, business innovation and market insights• Multiple platforms - Opportunity to launch apps across multiple platforms like iPhone, iPad, Android,

BlackBerry, Windows Mobile, Symbian, etc.

Service Value & Features- Device & platform agnostic (iPhone, Android, Symbian, BB, WM etc)- Ability to detect and display relevant apps to customer device- Locally relevant apps- User ratings and comments- Available to Postpaid & Prepaid via one-time download or monthly

subscription

Value Proposition (Developers)- Channel for our partners to market their apps- Expansion from Singapore to regional affiliates- Billing & direct marketing to our customer base- Association with SingTel brand

…creating an attractive go-to-market channel

Joint promotion in our retail print ads for selected partners during new phone launches, e.g.

iPhone and Android phones such as Samsung Galaxy S

BTL activities to our customer base to create awareness for new services, e.g. BPL app

Distribution support by pre-loading of apps on certain handsets

Featured Apps in our marketing collaterals

Cellcity

KBP 2359 Michello

Orange Gum GD

Some SingTel Partnership – Success Stories

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Here is your chance to partner with SingTel

Objectives of the challenge

• Get a unique set of differentiating apps

• Attract, engage and partner with the best developers in the region

• Offer an opportunity to developers for monetization & enable payment via SingTel bill other than using credit cards

• Offer developers knowledge sharing opportunities with SingTel for future innovation

Challenge Process

Registrati

on

• Developers need to create and register an account with SiX

• Developers will need to complete all the particulars including business registration number

Developer

s Resource

s

•App categories list ( 5 categories)

•Guidelines on user experience

•Available API/Data sets

Concept Submission

•Developers submit concept of the application ( each developer can submit a maximum of 2 concepts per category)

Top 15

shortlist

•Concept judgment to short list top 15 ideas (3 X 5 categories)

•Commercial model agreed and signed with shortlisted developers

App submission

•Development of app starts

•Developers submit final working app to SingTel

Winners

announce

d and app launched

•Top 5 winners announced for each category

•App launched with agreed commercial model and co-branding

App Categories

Lifestyle

Utilities/ Productivity

Education

Multimedia & Entertainment

Social communications

Judging Process

• Developers share concept of the application

• Concept judgment to short list top 15 ideas from developers

• Commercial model agreed

Concept judgment

• SingTel chooses top 5• Winners announced for each

category• App launched with agreed

commercial model and co-branding

Final app judgment

Judging Criteria

Fit with app categories

Uniqueness - How differentiating is the app?

Commercial potential - How useful is the

application for the mass-market? Would customers

use it?

Quality- Does the application work quickly and effectively without

any issues?

Usability - Is the application simple to

understand and easy to use?

User experience - Does the application have a

good feel that integrates well with the device?

Innovation – Does the application leverage SingTel’s network

assets ?

Challenge timeline

Registration and concept submission

22nd September – 15th October 2010

Notify shortlisted developers

By 30th October 2010

App development and submission

By 5th January 2011

Announcement and notification of winnersBy 31st January 2011

Prizes

Prize pool Cash Other benefits Winners

Category winners (3X5 categories)

S$ 1,000 Possibility of MDA funding 15

Top 15 concepts winners:

Prize pool Cash Other benefits Winners

Category winners (1X5 categories)

S$ 35,000 Revenue ShareMarketing supportDistribution support

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Top 5 winners:

Visit our website to register six.sg/appschallenge