1. mCare
Engage
Empower
Deflect
March 14, 2012
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2. About us

3. 10+
Years of offering
successful mobile
solutions and
strategies.

4. About us
In 2012, MobileAware is one of the
world leaders in the mobile industry.

5. 250M +
Users of our selfcare
solutions and mobile
platforms

6. What we do
MobileAware provides operators with the ability to achieve Online Mobility.
This strategy takes operators mobile in a fast, effective and systemic way.
Mobile self-care (mCare) and Mobile Commerce (mSales) are the key
elements on the path toward a mobile first philosophy.
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

7. Our solution

8. Mobileaware drives
customer engagement
on mobile
Our mCare solution enables
subscribers to use mobile handsets to
solve their customer-related needs.
mCare solution lowers operational
cost of contact centers by deflecting
the total numbers of calls and inquiries
while increasing costumer satisfaction
and retention.
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

9. Click to edit Master title style
What makes our
mCare platform unique?
1) We are able to leverage existing
online infrastructure with minimal
IT involvement.
2) Our solution can be delivered either
as a naïve application or a mobile
web platform.
3) We can operate on 98% of all
devices while maintaining and
optimized user experience.
4) Our solution can be delivered
within 6-8 weeks.

10. Your Benefits
MNO Critical Mass* Complete Platform Speed to Launch
! Telstra ! Native / Mobile Web / Hybrid ! Templates
! Orange ! Full discovery ! Flexible integration
! Bell Canada ! Light / Deep integration ! Focused organization
! T-Mobile ! Hosted / Software ! Best practices
! Telus ! Business / Care / IT ! Consulting support
! Vodafone ! Full reporting and powerful
Analytics Tools
Best Technology Strong Adoption Platform Best R&D and Roadmap
! Device detection ! MSISDN Support (Silent login) ! HTML5
! Device adaptation ! 98% Device Reach with Rich ! Offline & Caching Support
! Discovery UI support ! Horizontal & vertical
! Latency management ! User Segmentation integrations
! Integration ! Icon Delivery ! Social networking
! Event Based Messaging ! Peer-to-Peer self-care
Support ! Customer insight
! Advanced Analytics
* Telco vertical only: large clients in other verticals include Wal-Mart, Lottomatica, Air France/KLM
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

11. Mobile Internet is the future
of customer engagement
Historical Current / Future
Call Center
50% from mobile phone
IVR Call Center
E-mail
100% online
Chat
SMS Mobile Chat
100% mobile phone
USSD Mobile App
Social networks Social
Web +90% online
Retail stores
Other (SMS)
" Multi-channel / multi-device " Mobile centric
" Un-coordinated " Coordinated
" Costly " Low cost
" Mixed/poor customer experience " Great customer experience
" “Dumb” / non-sensing " “Smart” / “Sensing”
" Powerful analytics tools
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12. World class adoption design methodology
Usability
• Best QoS routing • Personalized
• One click payment Dashboard
• Mobile Certification • Single-Sign-On (SSO)
• Mobile Optimization • UI Adaptation
Discovery Reach
• Icon Delivery • Apple
• “Application” Store • Android
• Location • RIM
awareness • Symbian/Meego
• Alert/Push • Windows
Message • J2ME
• Preference/ • BREW
Behavior
Personalization
These key mobile success factors can all be managed automatically
by our mobile orchestration solution (EMP)
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

13. We are optimized for speed at all stages
We are optimized for speed at all stages
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

14. This is what your customer will
experience
Robust mobile middleware layer to manage user experiences
to optimize presentation and latency
Hybrid and Native
Low End Mid Range Smartphones Applications
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

15. Why use MobileAware?
Benefit Proven capability
Speed to market PoC capabilities in days and proven go
to market plan within 6 weeks
Lower overall TCO (cost Cost of deployment and ownership is
reduction) and increased ROI substantially lower than alternatives,
from real call deflection while driving higher adoption
Optimal customer experience Solution is available immediately
with central change across all platforms (95% of devices) –
management (no downloads) updates are available immediately with
no required customer action
Agile development platform MobileAware deployed in global
enabling partner to configure enterprises requiring same solution yet
localized offering delivering alternate branding/flavor)
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

16. Expected Adoption Curve and KPIs*
Achievable KPIs after 9 Months (actual)
Breaking 15% of live call achievable
Adoption 19% but requires complete approach
Android; 21% IOS; 29%
Penetration among device types
Device Mix BB; 16% very evenly balanced
Feature; 34%
App users
51%
(Hybrid/ Native App)
Mobile Web Users 49%
High levels of adoption requires a
Minimum touch transactional
Conversion 35% top ups balanced platform approach
approach yields uptake
Customers engaging in multiple
Engagement 5.2 pages/ visit processes
Customer staying on site and
Stickness/ efficiency 86.4 sec/ visit completing tasks quickly
* Based on actual MobileAware customers and MNO benchmarks
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

17. Measurement of Success
Deploy Multi-
channel
Host
relevant
content that
Personalize
experience Turn visitors
into
Provide an
experience
Quality(
Mobile(
marketing mix that
to target connects, customers by that demands
increases
users. inspires, tapping into loyalty and
trust,
and informs their wants & return usage.
Experience(
likeability,
user to be needs.
and decision
engaged.
making.
(
(
Visitor Behavior & Flow, Content Retention Rate &
Visitor & Engagement, Conversion Rate Customer Feedback
Campaign
Tracking
This document is strictly CONFIDENTIAL © MobileAware Ltd.
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18. Real time analytics
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

19. MobileAware solution drives high
and growing adoption
Mobile Penetration of Live Calls Drivers of Adoption
(Actual MNO)
Adoption
0.25 40
0.2
30 Planned
0.15
MSISDN
20 Login
0.1
Discovery from
10 IDP
0.05
Segmentation
Marketing
0 0
January March May July September 0 3 6 9 12 15 18
Reach
(95% coverage)
~20% adoption of active user base in 9 months
Driving massive adoption requires a systematic
Mobile self care traffic attributed to method not just simple deployment
~10% daily live call deflection
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

20. MobileAware delivers high ROI
Mobile Self-Care Annualized Savings
Penetration of (€M, 10M Subscribers
Traditional Live Calls MNO)
%
0.4 Client ‘10-’11 Client '07-'08
€M
40
0.3
30
Client ‘08-’09
0.2
20
0.1
10
Client ‘07-’08
0
0
0 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8
0 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8
Quarters from launch Quarters from launch
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

21. Partnership means more than technology
Strategic Fit Positioning BU Objectives MKT Capitalization
Economic Impact Cost Revenue Asset Efficiency
User Experience Adoption Habit Formation Cross Platform
Presentation Layer Mobile Web Hybrid Native
Integration Light Heavy
Performance Latency Scalability Reliability
Agility Set-up Changes Mash-ups
Analytics Internal Benchmarks Ecosystem
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

22. We align our business model to your priorities
Commercial Models
Risk
Sharing
Ownership
Model
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

23. Our clients
and theirs experiences

24. This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

25. Collaborating with
MobileAware has helped
us to develop mobile
services in new and
innovative ways”
Martijn van de Zee,
Senior Vice President eCommerce,
Air France-KLM
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

26. ”MobileAware’s self-care
solution has made our
customer care approach
much more robust.
With the mCare Platform, we can
rapidly grow while supporting the
ever-changing service needs of
our customers. We are thrilled to
be able to see mutually
advantageous results, both for our
customers and our company.”
Carol Borghesi, SVP,
Customers First Culture
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

27. ” We chose MobileAware
as a partner in developing
a new platform because
of their strategic vision
and in-depth
understanding of mobile
technology and consumer
behavior ”
Richard Harrap, Head of New
Business Development, Everything
Everywhere.
One Stop Orange
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.

28. Let’s get in contact
Contact us
Contact Us
Armin Gebauer
+1-617-921-4728
Agebauer@mobileaware.com
Boston Dublin London
200 High Street The Digital Depot 131-151 Great Titchfield Street
3rd Floor Thomas Street London
Boston, MA 02110 Dublin 8 SL4 3BB
Phone: +1 617 986 5060 Phone: +353 1 511 1281 Phone: +44 1753 362228
This document is strictly CONFIDENTIAL © MobileAware Ltd.
All trademarks, creations, visuals are the property of their respective owners.