1. Comverse Mobile Advertising
March 2010

2. Due to the Decline in ARPU…
2
In saturated cellular
markets competition
and lack of
differentiation are
leading to price wars
Operator revenues not
scaling with traffic
growth
$38.57
$34.71
2005 2009
$20.40
$17.51
2005 2009
$10.17
$4.71
2005 2009
$54.85
$51.56
2005 2009
$75.73
$57.62
2005 2009

3. New Business Models Have Emerged
Operators monetize
lucrative assets:
• Subscribers
• Trusted relationship
Enabling personal and
targeted advertising
P2P MMS
MMS
From: John
What will u have
2 drink?
P2P SMS
From: John
What will u have
2 drink?
Go to
www.coca-cola.com
SMS
Visual
Voicemail
Ringback
Tone

4. Operators are Best Positioned to Seize the Opportunity
4
Knowing the
User
Reaching the
User
Usage information
combined with
demographic data to
maintain a rich user
profile
Owning multiple
touch-points to contact
the user
Perceived as a trusted
entity with an
established
billing relationship

5. Source: Juniper, June 2009
The Mobile Advertising Market is Growing
184
281
410
553
707
2008 2009 2010 2011 2012
34 43
77
127
190
2008 2009 2010 2011 2012
264 332
494
657
813
2008 2009 2010 2011 2012
47
81
140
241
331
2008 2009 2010 2011 2012
73 107
190
310
443
2008 2009 2010 2011 2012
233
327
485
675
895
2008 2009 2010 2011 2012
176
246
366
509
675
2008 2009 2010 2011 2012
Total Mobile Advertising Spend (in M$)

6. 6
... And So Are We!
Building on the SingTel project launch success, we are leading this market
with the highest number of Mobile Advertising in-network systems
Multi channel system
for SMS, MMS, WAP
advertising
High capacity system
of 2000 TPSs for SMS,
USSD & WAP
advertising
Comprehensive SMS
advertising platform

7. An End-to-End Offering Covering All Bases
7
Core Technology enabling:
Advanced targeting and analytic capabilities
Multi channels
Brand
Creative &
Campaign
Mgmt
Ad Agency Technology Operator Consumer

8. An End-to-End Offering Covering All Bases
Network Expertise: Gained from deploying in-network
multi-channel mobile advertising solutions worldwide
Brand
Creative &
Campaign
Mgmt
Ad Agency Technology Operator Consumer

9. An End-to-End Offering Covering All Bases
10
Marketing Advisory: Ensures operator business
success in a new and evolving market
Brand
Creative &
Campaign
Mgmt
Ad Agency Technology Operator Consumer

10. An End-to-End Offering Covering All Bases
11
Relationship with advertisers: Increases demand in
new markets
Brand
Creative &
Campaign
Mgmt
Ad Agency Technology Operator Consumer

11. An End-to-End Offering Covering All Bases
12
Business operations: Managed services for smooth
service take-up through our leading partners
Brand
Creative &
Campaign
Mgmt
Ad Agency Technology Operator Consumer

12. 13
An End-to-End Offering Covering All Bases
Working with industry leading partners,
Comverse end-to-end mobile advertising solution
covers all bases to support operator’s success
Brand
Creative &
Campaign
Mgmt
Ad Agency Technology Operator Consumer

13. Plug and Play – Quick Route to Success
14
Comverse Mobile Advertising is pre-enabled in all
Comverse HUB products
Get off to a quick start with Comverse Mobile Advertising:
Comverse Mobile Advertising is fully integrated with
Comverse ONE
Easy integration with non Comverse products

14. Committed to Innovative Solutions for Telecom
Operators
16
Introducing Mobile Advertising 3.0:
• No Money? No Problem! – Flexible
mechanism to invent new advertising flows to
ensure full network monetization
• Spice Up Your Inventory! – Easily enhance
existing advertising inventory to create
superior advertising experience for advertisers
and users
• Viral Advertising – Enable advertisers to
initiate viral mobile advertising campaigns and
measure the aggregated exposure
• United Operators – Enabling several
operators (in a group or in one territory) to
have a shared advertising market place

15. 17
No Money? No Problem!
Name, 2006
Tier 1 operator
in
Latin America
The pain:
• T1 operator in a prepaid market was facing 25% fail out of the total
daily MMS traffic, which are ~2M MMSs per month
Reason:
• Users have no debit found in the prepaid
account
Collateral damage:
• A negative effect on the total user
experience which
• Discourages future use of MMS
• No one is doing anything wrong yet the
bottom line is low traffic

16. 18
The user sends MMS
No Money? No Problem!
Example Scenario
MMSC
Mobile
Advertising
Billing
Any advert
matching
the profile?
The user receives an
ad
…and the MMS is
delivered

17. 19
A sends to B an SMS
Spice Up Your Inventory!
Example Scenario
Mobile
Advertising
B receives MMS with
an ad
From: John
What will u have
2 drink?
SMS SMS
From: John
What will u have
2 drink?
20% off on our all
morning specials

18. Viral Advertising
The user receives an MMS
encouraging him to send his
picture
The user receives an MMS
encouraging him to send his
picture
The user receives a promotion
code to redeem the reward

19. Multi Operator Platform
One central platform connecting advertisers with subscribers
of several operators in the same country or region
Mobile
Advertising

20. Summary
Operators have a great opportunity for an additional
revenue stream coming from advertising
The time to join the bandwagon is now
Leading the market of operator in-network mobile
advertising, Comverse is your committed partner
offering an end-to-end solution
• Leading mobile advertising technology
• Network expertise
• Marketing advisory
• Relationships with advertisers
• Business operations
Committed to operators success, we keep advancing
and innovating our solution22

21. 23