1. Apps on Vodafone 360 Vodafone Internet Services Creating the App Stars of tomorrow! Vodafone, the Vodafone logo, Vodafone 360 and Vodafone Live! are trade marks of the Vodafone Group. Other product and company names mentioned herein may be the trade marks of their respective owners.

2. Mobile Apps Vodafone 360 Apps Generating Revenue Distribution Customer Insight

3. About Vodafone

4. 1985 We launch our First analogue network 1987 We are first in the UK to launch digital mobile phone service (GSM) 1988 We sign the world’s first international GSM roaming agreement 2002 and we launch Vodafone live! 2004 David Beckham signs a one year sponsorship deal with us 2005 And with UEFA Champions League. Taking our brand to an even wider audience 2007 We team up to form Vodafone McLaren Mercedes 2007 The web is accessible to our customers with the lauch of Mobile Internet 2009 9th. We’ve made it in to the Top 10. The first UK brand to do so 2010... The journey continues...

5. Mobile Apps

6. Web 2.0 Industry Convergence Handset manufacturers Mobile services Rapid growth of social networks. Users want to take their networks and communities with them ‘on the go’ Increasingly powerful devices. Users spending more time on and doing more with their phones Evolution of Mobile services from WAP to Mobile Web to Rich Connected Apps. Greater degree of personalisation and tailored services. Apps are a new touch point for internet services on mobile

7. Widgets or Apps? To developers, we call them Widgets; to consumers, we call them Apps About Apps Extend the capabilities of a phone Can be fun, offer new features, latest information and much more Uses many of the same technologies used to create web sites What are the key attributes of an App? Saving information on the phone and background updates Quick access to the Web Information available at a glance - the Web comes to you Customised information that a mobile App fetches Personalised to the user User's selection of which Apps to use Harnessing phone features for richer experience: e.g. location for local searching Interactive

8. Alternative Technologies Mobile Internet Site Java / native apps Apps Key characteristics Can operate on / near idle screen Functions even when device is offline Interacts with device features (camera, contacts, calendar) Can dynamically update itself via content pull / push Easy for developers to leverage existing website code Ease and speed of porting across mobiles Current availability on devices Fast becoming adopted across mobile industry

9. Vodafone 360 Apps

10. Vodafone 360 Vodafone 360 Shop delivering a wide range of apps direct to customers Extend the capabilites of your phone with 7000+ entertaining and captivating apps, connecting you to your online world Over a million available tracks at the Vodafone 360 Music Shop. Preview, rate and purchase on the go Vodafone 360 People combines contacts from Facebook® and other leading web accounts

11. Industry Reaction: Vodafone 360 "...Vodafone 360…looks set to push smart phones and mobile data further into the mass market" Canalys "Firstly, let's clear this up - Vodafone 360 is a service, not a handset. And the Samsung H1 is just the first of many 360-ready phones to come" http://stuff.tv/blogs/cool/archive/2009/10/28/vodafone-360-amp-samsung-h1-first-impressions.aspx "...an ambitious new mobile web service that includes a cloud-based address book, full-track music downloads, app store and integration with social communities such as Facebook and Twitter." http://gigaom.com/2009/09/24/vodafone-360-takes-on-android-apple-and-nokia/

12. Vodafone 360 Apps 2m devices : March 2010 Over 7,000 apps Available on 2m+ devices S60, LiMo supported, Android coming H1 2010 Cross Manufacturer Support 80+ models 70 models 50 models 38 models End 2010 Launch Today Mid 2010

13. Phones Supporting Vodafone 360 Over 50 phones supported Devices positioned in high-end to mid-tier of market Touchscreen, non-touchscreen, QWERTY keyboard, T9 keypad Nokia N81 eNokia 6760 eNokia E52 eNokia 97 Mini Nokia N81 8GB Nokia N82 Nokia N78 Nokia N73 eNokia N96 Nokia N95 Nokia 5320 Nokia N76 Nokia E75 eSamsung H1 Nokia 5500 Sport Nokia 6121c Nokia 6120c Nokia N95 8GB Nokia 6110 Nokia 5700 eNokia 72 Samsung i520 Nokia 71 eNokia X6 eNokia 6210 Navigator Nokia E66 eNokia 5230 Nokia N80 eNokia 72 Nokia E65 eNokia 5800 Express Music Nokia E51 Samsung i560 eNokia N85 eNokia 6730c eSamsung M1 Nokia N93 Nokia N71 Samsung i550 Nokia i450 Nokia 6124c Nokia 6124

14. Rich Content Available Today

15. Top Apps All Time Downloads since Vodafone 360 launch to March 2010 © Vodafone V1.0 April 2010 15

16. Industry Reaction: Vodafone 360 Apps "You can expect it [Vodafone 360] to bring Facebook, Twitter, Windows Live Messenger and Google Talk integration, as well as an app store to compete with the other heavy hitters." http://www.engadget.com/2009/09/24/vodafone-debuts-360-online-platform-h1-and-m1-limo-based-handse/ "Google Android's competition has just arrived. Vodafone's certainly dropped a bomb on the mobile industry today with the launch of Vodafone 360“ http://www.t3.com/news/samsung-m1-and-h1-phones-announced-with-vodafone-360?=41045 "Vodafone cheers on developers with 360 vision" www.Telecoms.com

17. Existing Technologies Browser Web app Web app Standard web technologies Specialised mobile development skills not required Existing large developer base Lowering the cost of training & hiring Portable Desktop to Vodafone 360 to other mobile platforms, maximising investment Simplicity enables rapid development, changes and updates xHTML CSS SVG Rich UI Responsiveness JavaScript Scripting Web Runtime UI toolkit Application APIs e.g. S60 Middleware e.g. Symbian Kernel H/W abstraction layer (HAL) Web Hardware

18. Network capabilities Device status information Phonebook Access Customisation: Wallpaper & ringtones User Presence1 Pay per Download Video Playback Calendar Access GPS Location File Access Mid 2010 End 2010 Today Start phone calls In App Billing1 Access to the Web Accelerometer Location through Cell ID1 Access call records Camera API Launching Apps Audio Playback Email/SMS/MMS Timescale subject to change Network capabilities

19. Global Distribution © Vodafone 19

20. The Joint Innovation Lab, JIL Enabling compatible apps across more markets and devices Created by China Mobile, Verizon, Softbank and Vodafone Backed by Samsung, RIM, LG, Sharp, HTC, Huawei, ZTE, and Lenovo Open to all: anyone can develop JIL widgets Vodafone 360 apps are JIL compliant Distribute Globally With JIL.org JIL Widgets Others

21. JIL.org Developer Offering Deploy to multiple markets in one step Set different prices for different markets Device API documentation 6,000 developers registered

22. Single Global Distribution Point Developer JIL.org Operator 10 day or lessQA & approval 1 Visit developer.vodafone.com 5 Vodafone 4 6 2 Submit Publish in operator app store Customers Download free Tools & resources Verizon 3 China Mobile Softbank App development based on web standards JIL ready devices Select pricing& markets 7 8 Payment Revenue Analytics

23. Single Global Distribution Point Free tools and documentation Code samples & example apps Online forums for support FAQs, Guides, Videos and more Developer JIL.org Operator 10 day or lessQA & approval 1 Visit developer.vodafone.com 5 Vodafone 4 6 2 Submit Publish in operator app store Customers Download free Tools & resources Verizon 3 China Mobile Softbank App development based on web standards JIL ready devices Select pricing& markets 7 8 Payment Revenue Analytics

24. Single Global Distribution Point JIL.org is the one stop shop 1: Upload your widget 2: Add screenshots & descriptions 3: Choose your markets and price Distribute globally To multiple operators Developer JIL.org Operator 10 day or lessQA & approval 1 Visit developer.vodafone.com 5 Vodafone 4 6 2 Submit Publish in operator app store Customers Download free Tools & resources Verizon 3 China Mobile Softbank App development based on web standards JIL ready devices Select pricing& markets 7 8 Payment Revenue Analytics

25. Generating Revenue

26. The Vodafone Shop Website Other mobile phones Vodafone 360 mobiles High visibility promotional areas One place customers can discover, buy and discuss content Available in many markets Tailored content relevant to local markets Powerful recommendation engine

27. Reach Your Target Market Common Apps & store across markets and devices Target more customers with fewer builds The Vodafone Shop delivers a customised experience Targeted promotions Personalised recommendations Sophisticated algorithms to reach your target market Vodafone has the ability to target content to a selected audience

29. Most downloaded

30. Recommended

31. Best rated

32. Recently viewedCarousel for Promotions and Recommendations Recommended apps banner Dynamic lists 15 items each Phone Shop Games page Web Shop landing page

33. Analyse Output Collate Content Catalogue Leverage Vodafone’s Customer Knowledge Promotional Banner Recommendation Engine & Promotion Targeting Carousel of promos Carousel of promos Carousel of promos Recommendations Recommendations Recent User Data Carousel of promos Most downloaded Recent Best rated Most downloaded “You may also like” Best rated “You may also like” Similar items Similar items Profile groups Profile groups * Incorporated in future releases

34. Making Money Revenue share Generating revenue 70% revenue share to developer Keep 100% of advertising revenues Billable apps, direct to customer’s phone bill – H1 2010: No need for customers to sign up to new payment services 70% Advertising revenues 100% 0%

35. Leveraging Vodafone’s Customer Insights

36. Target Audience Who is Vodafone 360 aimed at? A mix of technology savvy innovators, early adopters and early majority Place high value on their data, more likelyto use data sync and backup Key influencers: advertising, sales staff, friends,‘word on the street’

37. Customer Insight Early adopter profile Different from the typical ’gadget user’ profile A more equal balance between male/female customers Influenced by the ‘social’ elements of Vodafone 360 which have an equal gender appeal

38. Customer Insight since launch Downloads – All Markets Download patterns since launch Most apps downloaded on Wednesday Lowest downloads in most markets are Thursday or Friday Downloads - Italy Downloads - Spain

39. Customer Insight since launch Download patterns since launch Common trends across all markets Least activity at 5am to 6 am: Peaks between 9pm and 11pm - Greece peaks at 2pm Downloads

40. Apps Insight Vodafone encouraging longtail developers 75% of all downloads from top 100 apps Most popular across markets is Lifestyle & Entertainment (with Travel & Navigation) Most underserved categories are: Shopping Social Networks Food & Drink Categories across all markets

41. Summary Develop Apps using well known W3C web technologies Leverage device functionality via JIL.org APIs on 2m devices already in the market Distribute easily around the world via JIL.org Make money from your apps Benefit from Vodafone’s deep customer insight © Vodafone

42. Visit developer.vodafone.com to get started!