An overview of the mCommerce market, and ROAM Data's capabilities.

1. Mobile Strategy

2. mCommerce is hot right now
• People are saying that mCommerce is where
eCommerce was 10 years ago.
1999 2007
But if you look at the numbers…
Source: US census

3. The market is bigger.
There are already 3 billion devices in the market
today that can funnel mCommerce transactions,
and mCommerce adoption is running 5X faster than
eCommerce

4. % of Phone Market
Phone Types As of Q2 2010 Interest in
Android^
Samsung 21.9% limited
Motorola 21.9% strong
LG 21.8% tentative
RIM* 8.3% none
Nokia 8.3% none
Apple* 4.86% none
Microsoft* 2.63% none
Google*# 2.59% n/a
Palm* 0.96% none
*Smart phones
#Google’s Android platform is open source. Samsung, Motorola and LG all have
Android phones
^ From Joel West, San Jose State University Smartphone Platform Competition
slideshow

5. Major players in the market

6. Smartphone as % of market
0%
10%
20%
30%
40%
50%
60%
70%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Smartphone % of market
Source: Joel West, San Jose State University

7. mCommerce
*Source: IE Market Research 3Q 2010
“…to exceed 1 Billion users and $1
Trillion in transactions by 2014” *

8. Overall Commerce
1997
mCommerce
2015 & beyond
Commerce pie is finite
and it is shifting…
eCommerce
2000
eCommerce
eCommerce
2010
mCommerce
2010
*Source: IE Market Research 3Q 2010
Who will win which piece of the pie?

9. Payments-Enabled Smartphones
9

10. Mobile Phone Market Summary
• Smart phones are only 23% of market today,
but growing
• Mobile devices far outnumber computers as
access points to internet / data / money
transfers
• Multiple OS’s (iPhone, Blackberry, Android,
Windows 7) that are incompatible vs.
computers (Mac, Windows, Linux)

11. What is mCommerce?
• Moving payment and transaction data
securely using a mobile device.
Mobile
Merchants
Extended
Workforce
E-Tailers
Use their phone
to accept Credit
Cards
Access company’s
systems on a
mobile phone
Put their storefront
securely on their
customer’s phone

12. Why hasn’t it taken off in the US?
• According to Forrester Research the largest
barriers for use are:

13. Credit Card Security Concerns
• Most mCommerce solutions go through a
mobile browser.
– Offer gets sms’d to the user’s phone and launches
a mobile page for a web browser
– Anyone can use it, no authentication
• PCI-DSS, PA-DSS compliance issues
• Keyed entry vs. swiped

14. Fear of ‘klunky’ user experience
Consider e-Mail
How many people do you know that use e-mail in
their phone’s browser?
• Too painful
• Scroll too much to read
• Wrong for the form factor
Instead they use an e-mail client.
– Yahoo, G-mail, AOL all have applications for their
user’s cell phones

15. Partner with Ingenico and ROAM Data
to provide a mobile platform that best
fits your growing needs

16. What is Ingenico ROAM?
Partnership between Ingenico and ROAM Data, the leading mobile commerce
services provider in the U.S.
Goes beyond payments with patented technology. Delivering device
independent, dynamic apps to virtually any mobile device
Fully hosted service, PCI-DSS & PA-DSS Compliant, 1 stop shop
Based in Boston, founded in 2005 by seasoned payment and mobile industry
experts from MIT and Carnegie Mellon

17. The future of Mobile Commerce does
not go through a browser.
Have you ever tried to buy buy something on
your phone?
• UI inconsistent
– Scrolling to get to fields outside of window
– Too many pages
• Need a browser on your phone
– Limits the # of phones you can reach
• No off-line mode

18. ROAM’s award winning, patented and secure
Player technology gives it the leg up

19. ROAM Patented Technology

20. Time to Market Advantages
• ROAM’s mobile Player middleware technology
allows write once-run anywhere capabilities.
• ROAM’s IDE pulls APIs from web-services to
quickly create custom applications that run on
hundreds of devices.
• We can deploy faster and enter new markets
quicker than our competitors.

21. Breadth of Devices
• ROAM’s mobile Player technology allows the
same application to run on many different
operating systems and hardware configurations.
• Hundreds of mobile phones on the market today.
• PC and Mac Virtual Terminal
• Dedicated POS terminals and devices
• Encrypted audio swiper fits into audio jack.
– Not built for one particular form factor.

22. Service that Follows the User
• Our product is a service.
– When a merchant changes phones, the service
follows them.
– ROAM provides all technical support
• Provisioning the merchant’s devices
• Certifying new phones in the market
– ROAM takes care of mobile, so you can focus on
your payments business

23. What Ingenico ROAM offers for mCommerce
Ingenico ROAM
Mobile merchant account
solution for small
businesses, and other
functions - easier ways to do
business on the go.
Mobile
Merchant
Solutions

24. The Mobile POS market
24
•27 million small business owners in the US – 78% of
total businesses
•15% currently have a merchant account (our solution
will help increase this number)
•What % of this new segment can your sales staff talk
with?
•What % can they close?
****Note opportunity to tap existing merchant base
beyond new merchant base. (Existing merchants who
want mobile, requires creative marketing.)
27,000,000
4,050,000
?
?

25. Based on Merchant Category Code
(MCC)MCC is the same as SIC Codes

26. Target Markets-US
• 550,000 plumbers , 12% self-employed
• 695,000 electricians, 9% self-employed
• 51,000 Home entertainment installers
• 1.7 million home health aides
• 122,000 massage therapists
• 1.2 million landscapers
• 67,000 pest control workers
• 1.3 million childcare workers,
• 299,000 building cleaning workers
• 261,000 health trainers
Total of above: 6,360,000
plus
15,100,000 Direct Sellers in the US (AVON, Mary Kay, Amway, etc)
Also target: Any IVR users, Virtual Terminal users, current low volume wireless
merchants, Brick and Mortar Merchants for special events
• 45,000 private detectives
• 232,000 taxi drivers
• 308,000 HVAC installers, 54% worked for
contractors, 16% self-employed
• 221,000 artists, 60% self employed
• 72,000 interior designers
• 152,000 photographers, 80,000 + self
employed
• 49,000 chiropractors, 44% self employed
• 170,000 psychologists, 34% self employed
• 74,000 self employed sales reps
* From the US Bureau of Labor and Statistics

27. Small Business Owners
• Shorter sales cycle
• Not as price sensitive
• Not a lot of cash to invest
• 27,000,000 of them

28. Competitive Landscape
Competitors Security Device Breadth Hardware Accessories
Ingenico ROAM ROAMpay
PCI-DSS, PA-DSS certified,
DES3 secure, 168 bit
encryption
400+ phones; Blackberry, WinMo,
Android, iPhone, J2ME, Brew,
Laptop/Desktop VT, dedicated POS
terminals
Encrypted audio jack
swiper/Bluetooth printer
swiper
Apriva SecurePOS
256 bit AES Encryption,
Message Authentication
Code, PCI certified
Windows Mobile Apriva Wireless Printer -
CHARGE Anywhere
HTTPS, SSLv3 at 128-
encryption
Multiple devices across multiple platforms
(Blackberry, WinMo, WebOS, Android,
iPhone, J2ME)
Blue Bamboo Bluetooth
printer
VeriFone PAYware PCI DSS 1.2 approved. iPhone 3G or 3GS Credit Card Encryption sleeve
MerchantWARE Mobile Encrypted SSL Connection
iPhone, Blackberry, Android, and WinMo
phones
Triple DEA data encryption
Bluetooth Card Reader
Infinite Peripherals Multiple devices
Intuit GoPayment
https connect over SLL at
128-encryption
Multiple devices across multiple platforms
Blue Bamboo Bluetooth
printer, Bluetooth Card
Reader
Square
128 bit SSL on physical
servers; PCI Level 1
certified;
iPhone and Android only Free audio swiper
Hypercom Smartpayment
Mobile
iPhone
e-Nabler
Windows Mobile PDA's running Pocket
PC software
All-in-one Enterprise PDA ,
Infinite Peripherals Linea Pro
for iPod Touch, Bluetooth
printer swiper
28

29. ROAMpay is
PCI-DSS and PA-DSS certified
• Application outside of the browser. – allows each
phone to be fully authenticated
• DES3 168 bit double encrypted data transfer
• In off-line mode, data is encrypted.
• The only encrypted audio swipe device in the
market today.
• Technology and service model is patented

32. Customer-centric solution
• Your merchants can now conduct business
where ever they are whenever they want, on
the device they want.
• # of supported devices increases your
potential reach into your target markets

33. ROAM’s got a consistent UI
• ROAMpay is a dedicated smart client like
eMail
– Its own application
– Can be played on smart and non-browser enabled
phones
– Same UI and transaction flow no matter the
phone or carrier
– Look and feel can be customized to fit your needs
• Customer can change phones, and the service
stays the same.

34. Main Menu Key Functions, Select “Credit Sales”

35. Log Notes, email Receipt as Option

36. Detailed receipt emailed to merchant and to
customer (all data tracked on system)

37. Off-line capabilities
• Your clients can also accept credit cards and
other business information while in off-line
mode
• Once back in service, the encrypted stored
data will be sent to the servers for
authorization and processing.

38. What Ingenico ROAM offers for mCommerce
Ingenico ROAM
Allow cardholders to check
balance, activities, receive
alerts, make payments, and
transfer funds on their mobile
phone.
Mobile
Wallet
Solutions
Mobile merchant account
solution for small
businesses, and other
functions - easier ways to do
business on the go.
Mobile
Merchant
Solutions

39. Mobile Banking/Mobile Wallet
• According to Berg Insight, 894 million Mobile
Banking users by 2015
• In 2010, only 1,000 financial institutions out of
30,000 have a mobile banking application –
Mobile Marketing Association
Lots of room for growth

40. What Ingenico ROAM offers for mCommerce
Ingenico ROAM
Allow cardholders to check
balance, activities, receive
alerts, make payments, and
transfer funds on their mobile
phone.
Mobile
Wallet
Solutions
Smart POS solutions,
Contactless Enabled,
dynamic updates with apps that
can tie systems together
Retail
Solutions
Mobile merchant account
solution for small
businesses, and other
functions - easier ways to do
business on the go.
Mobile
Merchant
Solutions

41. Extended Workforce market
• Direct Sales companies
• Government agencies
• Pollsters
• Any company with a mobile workforce
Apps to not HAVE to be payment related. We
can extend CRM, Order Entry, reporting
functionality

42. Enter Quantity
Add additional SKUs

43. Automatic Price Lookup From Server

44. To Calculate Total: Enter Zip code,
Shipping Option, Discounts – if any

45. What Ingenico ROAM offers for mCommerce
Ingenico ROAM
Allow cardholders to check
balance, activities, receive
alerts, make payments, and
transfer funds on their mobile
phone.
Mobile
Wallet
Solutions
Smart POS solutions,
Contactless Enabled,
dynamic updates with apps that
can tie systems together
Retail
Solutions
Your mobile storefront and
actionable offers to hundreds of
phone models your customers
carry.
Mobile
Consumer
Solutions
Mobile merchant account
solution for small
businesses, and other
functions - easier ways to do
business on the go.
Mobile
Merchant
Solutions

46. E-Tailers
• Large retailers with web presence
• E-tail only
• Current apps
– Drive purchases to mobile web
– Drive customers to store
• ROAM solution can turn mobile into Sales Channel.
• Capture impulse purchase in fewest clicks, securely, on
the device your customers already own.
• Push marketing capable – send targeted offers, to
capture additional revenue.

47. For Consumers To Buy on their Mobile:
Merchants can deliver their mobile storefront and offers to their
best customer’s handsets
1. Convenience for Consumers!
• Get immediate access to detailed product and
pricing information.
• Navigate through a catalog to buy
• Special Offers / Coupons that are actionable!

48. ROAMbuy API Examples
(Buy from Mobile App, or Adds)
1. Hit “Buy” on the ad 2. Confirm Product 3. Enter Order Parameter(s)

49. ROAMbuy API Examples
(Convenient Purchase & Fulfillment!)
1. Confirm Purchase 2. Secure ROAMpay 3. Fulfillment & receipt

50. ROAMbuy API Examples
(PULL usage, “Value of the Day”)
1. PULL-“Value of Day” 2. See Deals/Overstock 3. Buy with Convenience

51. ROAMbuy API Examples
(PUSH Marketing, Target Customers)
1. PUSH Marketing 2. Targeted for Customers 3. Impulse Buy

52. ROAMbuy API Examples
(Buy Instantly or Drive Store Traffic)
1. PULL-“Value of Day” 2. Buy on the Spot 3. Redeem Coupon in
store

53. Beyond Player Apps
• ROAMplayer middleware gives ROAM clients the
reach across hundreds of devices
• Larger clients also want to invest in using the
widgets inherent on certain devices (iPhone, iPad,
Android, etc…)
– Most dedicated apps don’t have full payment and
order fulfillment capabilities
– Many embed their e-commerce site within their app,
or link to it from their app.
For them we have the ROAMbuy API
53

54. Partnership
• You
• Ingenico
• ROAM Data
• Building beyond 2011

55. Backup slides

56. Only ROAM Updates Your Apps Easily
and Instantly Across All Supported
Devices… why be bounded?

57. ROAM Competitive Advantages &
Patented Differentiations
• Technology Advantages:
– Device agnostic vs. device specific
– Dynamic vs. static applications
– Peripheral capable (voice, card reader, NFC, etc.)
– Push capable (for enterprise users or cardholders)
– IDE for rapid Application Development
• Services Advantages:
– Full mobile services provider for your end-users
– Full payment gateway provider , PCI Certified & Secured
– Services Compatible with other 3rd Party Vendors

58. “Service The End Users”:
Provisioning, Rights Mgmt, Fully
Hosted Services & Support
4
Dev & Integration to Legacy Easy: Easy
Web Services Integration, Non Invasive,
Hosted IDE, Easy & Fast to build, manage,
add new applications
2
Built-In
Payments
& Other Web
Services.
3
Devices Complexity Resolved: Device &
Network Agnostic, Secure, Easy to Use!
Interactive, Peripheral Enabled,
Dynamically Update Your Apps, Push
Capable
ROAM’s 4 Key Breakthroughs, To Deliver
Scalable Mobile Commerce
1
The
Cloud

59. UI
UI
Device Complexity Solved
59
C
Library
ANSI
UI
ANSI
Objectiv
e C
UI
Objective
C
J2ME
UI
J2ME
J2SE
UI
J2SE
PC/MAC
Virtual Terminal
Android
UI
Android
Library

60. Device Complexity Solved
60

61. Web
Service
Integration with Legacy Systems
61
Systems
AP
I
Subse
t of
API
The Cloud

62. 3DES
Confirmation of authorization is sent back to the
device using 3DES encryption
Built in Payments
62
3DES Key 1
3DES Key 2
We double encrypt all
data as it’s entered on
the device
3DES
Key 1
Our mobile gateway
decrypts the first key and
sends the single
encrypted data to our
payment gateway
3DES Key 2
Payment Gateway
PCI
PCI
Our PCI certified payment gateway decrypts the
second key and processes the transaction,
getting authorization from one of our payment
platform partners
3DES
Key 2

63. J2ME App
#3
App #2
J2ME App
#3
App #2
J2ME App
#3
App #2
J2ME App
#3
App #2
J2ME App
#3
App #2
J2ME App
#3
App #2
Payment
Processor #2
(Prepaid)
Integration & Testing
Marketing & Revenue Share
Payment
Processor #3
(checks)
Integration & Testing
Marketing & Revenue Share
Processor #4Integration & Testing
Marketing & Revenue Share
Processor #5Integration & Testing
Marketing & Revenue Share
Payment
Processor #1
(Credit)
App
Developer#1:
iPhone
iPhone App
#1
Integration & TestingDev, Certs, Boarding
App Changes, Services Marketing & Revenue Share
Traditional Mobile App Architectures Do NOT Scale
for Even One App, Let Alone Many Changing Apps
App
Developer #2:
J2ME
J2ME App
#1
Dev, Certs Boarding
App Changes, Services
RIM
App #3
RIM
App #2
App
Developer
Symbian
App
Developer
Palm
App
Developer
#3Android
Android
App #1
Dev, Certs, Boarding
App Changes, Services
App
Developer
WinMobile
WinMobAp
p #1
Dev, Certs, Boarding
App Changes, Services
App
Developer
RIM
RIM
App #1
Dev, Certs, Boarding
App Changes, Services
App
Developer
Brew
Dev, Certs, Boarding
App Changes, Services
Brew
App #1
Enterprise
App #1
with
Enterprise
App #1
with
Enterprise
App #1
with
Enterprise
&
Commerce
App #1
What About
Enterprise &
Commerce Apps?
3rd Party Apps???

64. J2ME App
#3
App #2
J2ME App
#3
App #2
J2ME App
#3
App #2
J2ME App
#3
App #2
J2ME App
#3
App #2
Enterprise
&
Commerce
Enterprise
&
Commerce
Enterprise
&
Commerce
J2ME App
#3
J2ME App
#2
Payment
Processor #1
(Credit)
J2ME App
#1
ROAM Approach: Highly Scalable! Write Once, Run
Everywhere! Update Anytime! As-A-Service!
iPhone App
#1
RIM
App #3
RIM
App #2
ROAM
Mobile
Platform
&Services
Android
App #1
Dev, Certs, Boarding
App Changes, Services
WinMobAp
p #1
RIM
App #1
Brew
App #1
Enterprise
&
Commerce
Payment
Processor #2
(Prepaid)
Payment
Processor #3
(Checks)
Integration & Testing
Marketing & Revenue Share
Processor #4
Processor #5
Enterprise
&
Commerce
.
.
.
. . .