MobileMonday Düsseldorf, Feb 2nd, 2009

Mobile Social Networking

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Sep. ‘09

least cost router

set of individualsingle-purpose-apps

Dec. ‘08Feb. ‘08May ‘07Feb. ‘07

Communicator 3multi platform (messagingvoice, presence, etc.)

Communicator:voice, e-mail, messaging, twitter

Communicator 2:address book-centered,communication features (e-mail, messaging, social networks, twitter, voice)

connect & communicate

The Evolution of cellity’s Mobile Service

cellity Communicator 2 with addressbook 2.0 cellity Communicator 2 with addressbook 2.0

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Mobile internetservicesSoftware

cellity Value Chain Positioning

mobile advertisement build in

one central personal profilemanage yourself in one place

relevant contact information

auto-connectwith your current friends

up-to-date contact info

auto-add new contacts

connect to social networks

universal messaging platform:send messages like e-mail, SMS, messages on Twitter & Facebook, etc.

connect to social feeds Twitter, Facebook timeline, etc.

cellity Addressbook 2.0

Works on the iPhone Works on the iPhone

Works on the Android G1Works on the Android G1

Works on all major mobile platformsWorks on all major mobile platforms

Works with major social networksWorks with major social networks

Works with major email account providersWorks with major email account providers

cellity addressbook 2.0: web appcellity addressbook 2.0: web app

cellity addressbook 2.0: web callcellity addressbook 2.0: web call

cellity addressbook 2.0 web app: messagescellity addressbook 2.0 web app: messages

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connect & communicate

Business Model

Indi

rect

Rev

enue

s

Dir

ect

Revenues

Advertising

- there is a strong demand for mobile ad space- ideal opportunity for targeted advertising

within the client application- ad revenues are planned to start in Q1/ 2009

B2B Services

- focus on MNOs in Western Europe- offering the cellity Communicator 2 in

a co-branded environment - revenue share for advertising

revenues or monthly charged fees for the premium service directly via the MNO billing

Premium Model

- premium services for a monthly subscription fee - advanced application features such as ‘export of data’,

‘additional storage capacity’ or ‘free of advertising‘.- premium model is planned to start in Q1/ 2009

Channels

- channels within the client software

- trigger the sale of mobile content (charged per sale), 3rd party content or services (charged per lead), + specific parts of the premium offering

‘Classic’

- voice services (per minute) or cost per SMS channels

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Technologies

BrowserBrowser

EmailEmail

Address Book 2.0+ Social Network FeaturesAddress Book 2.0

+ Social Network Features

Social networkmessaging

Social FeedsSocial Feeds

Address Book 2.0+ Social Network FeaturesAddress Book 2.0

+ Social Network Features

Social networkmessaging

Social FeedsSocial Feeds

cellity addressbook 2.0cellity addressbook 2.0

native mobileaddress book

incoming & outgoing calls

email, IM, SMS, freeSMS

fully open for additional sources

Outlook

Frontends:

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centralized information widely accessible & securely stored

Server Centric Architecture

In the mobile web

On the computer

On the mobile phone

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Frontends

Features – main drivers

• Mobile and web always synchronized and accessible

• Same UI on mobile and PC

• Settings, data, information centralized

connect & communicate

Frontends Competitors cellity

PC app

Web app

Mobile app

Mobile web

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messagingvoice

socialnetworks

socialfeeds

IM*

LBS* Presence*

connect & communicate

connect & communicate

* coming Q1/2009

Future outlook: Address Book 3.0

Thank you for your attention!

cellity AGSarik WeberStahltwiete 2322761 HamburgGermanytel. +49 40 8888 5600fax +49 40 8888 56010

www.cellity.com