1. Business Models
Version 1.3 – May 2011
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2. 1. Introduction
1.1 Objectives of this document
BlueVia offers a selection of ground breaking, risk free and revenue
generating business models for you to choose from. The great thing about
these business models is you don’t have to pay for a thing!
Movistar or O2 bill the end user on your behalf, then share back the money
you’re owed. It couldn’t be simpler and not a penny leaves your account.
This document will explain the details of each of our business models.

3. 2. Available business models
2.1 Available revenue streams
It is possible for you to create new revenue streams in simple and risk free
ways using the following BlueVia features:
• Using the BlueVia SMS MO API
• Using the BlueVia SMS MT API
• Using the BlueVia MMS MO API
• Using the BlueVia MMS MT API
• Using the BlueVia Advertising API
• Selling your application via a Movistar or O2 App Store
• Incorporating a subscription business model to your service

4. 2.2 Country Availability
Features
SMS
SEND
API
SMS
RECEIVE
API
MMS
SEND
API
MMS
RECEIVE
API
Advertising
API
User
Context
API
Location
API
Publish
to App
Store
Business
Models
10%
SMS
SEND
20%
SMS
RECEIVE
10%
MMS
SEND
20%
MMS
RECEIVE
50%
Advertising
70%
Subscription
70%
App Sales
Please note the following restrictions:
Movistar Columbia and Spain offer trial access to their API’s without a revenue share
business model. This is to allow developers to experiment with the API’s and be ready
for the full commerical launch in those regions.

5. 2.3 SMS business models
The following business models are available for the BlueVia API’s.
2.3.1 SMS MO
You can configure your application to receive inbound text messages
from end users. These are referred to as mobile originated (MO)
SMS messages.
To enable this business model, BlueVia provides one short number per
country and you can choose a free application keyword to ensure inbound
messages are correctly routed to your application.
Country Short number
O2 UK 5480605
Movistar Spain 217040
Movistar Argentina 6780
Movistar Chile 98765
Movistar Colombia 2505
Movistar Mexico 4040
Example: For an O2 UK service: 5480605 weather.
Keywords are non case sensitive with a maximum length of 25 characters.
There are no limitations on the number of keywords you can have but of
course each keyword needs to be unique.
The BlueVia portal will automatically check your choice of keyword at
point of submission.

6. 2.3.1 SMS MO (continued)
BlueVia tracks all messages sent to your keyword and shares 20% of the
end user price of the inbound text message back with you.
End user SMS MO price Currency Country Revenue share
0.10 GBP UK 20%
0.18 Euro Spain Coming soon
1.00 Peso Argentina 20%
60 Peso Chile 20%
198 Peso Colombia Coming soon
1.09 Peso Mexico 20%
The SMS MO price is shown in the local currency and includes local tax.
End user MMS MO price Currency Country Revenue share
For more information on taxation read the BlueVia guide to Payments, Tax
0.20 GBP UK 20%
and Invoices available from BlueVia.com.
1.18 Euro Spain Coming soon
1.88 Peso Argentina 20%
100 Peso Chile 20%
680
HINT: The end user has to be aColombia customer of the soon
Peso
mobile Coming
applicable Movistar or O2 operator to enable us to collect the
revenue and share it with you. We have ensured that end users
cannot use free SMS they may receive as part of their monthly tariff
for BlueVia applications, ensuring all SMS MO messages received by
End user MMS MO price Currency Country Revenue share
your application qualifies for revenue share payment.
0.20 GBP UK 20%
1.88 Peso Argentina 20%
— Peso Mexico 20%
100 Peso Chile 20%
580 Peso Colombia 20%

7. 2.3.2 SMS MT
You can configure your application to send outbound text messages to end
users. These are referred to as mobile terminated (MT) SMS messages.
To enable this business model, your end user must authorise your
application via BlueVia Connect. This will provide your application with a
token, enabling you to deliver SMS MT messages to that end user.
HINT: For more information on BlueVia Connect and API
authentication please visit BlueVia.com.
The beauty of this API is that once your application has been authorised by
the end user your application can send SMS to the end user without any
manual intervention. For example, applicationalert. Maximum charge p/ month p/user
Country SMS MT Limit p/ month p/
a goal
O2 UK <To be confirmed> 20GBP <TBC>
Due to the potential for malicious use of this API, BlueVia has an inbuilt
Movistar Argentina <To be confirmed> 500 Pesos<TBC>
protection mechanism;confirmed>is a monthly a cap on the total amount an end
Movistar Mexico <To be there 862 Pesos<TBC>
user can be charged per month to protect the customer experience (please
see below).
Country Maximum charge p/ month p/user
O2 UK 20 GBP
Movistar Spain 60 Euro
Movistar Argentina 500 Pesos
Movistar Chile 10,000 Pesos
Movistar Colombia None
Movistar Mexico 862 Pesos
Each of the SMS MT messages that are delivered to end users by your
application qualifies for revenue share:
End user SMS MT price O2 UK Currency Country Revenue share
0.10 GBP UK 10%
0.18 Euro Spain Coming soon
1.00 Peso Argentina 10%
150 Peso Chile 10%
198 Peso Colombia Coming soon
1.09 Peso Mexico 10%
End user MMS MT price O2 UK Currency Country Revenue share
0.20 GBP UK 10%
1.18 Euro Spain Coming soon
1.88 Peso Argentina 10%
150 Peso Chile 10%

8. 2.3.2 SMS MT (continued)
The SMS MT price is shown in the local currency and including local tax.
For more information on taxation read the BlueVia guide to Payments, Tax
and Invoices available from BlueVia.com.
HINT: The end user has to be a mobile customer of the
applicable Movistar or O2 operator to enable us to collect the
revenue and share it with you. We have ensured that end users
cannot use any free SMS they may receive as part of their monthly
tariff for BlueVia applications, ensuring all SMS MT messages sent by
your application qualifies for revenue share payment.
2.3.3 Testing SMS Credits
To enable you and your customers to experiment and test your application
free of charge BlueVia offers a quota of free SMS MO/MT messages
(please see below).
Country SMS MO/MT Credits p/month
O2 UK 300
Movistar Spain 50
Movistar Argentina 200
Movistar Chile 50
Movistar Colombia 50
Movistar Mexico 50
Country MMS MO/MT Credits p/month
To activate these free monthly quotas simply enter your mobile number in
O2 UK 50
BlueVia.com > My Account > Account settings.
Movistar Spain 50
Movistar Argentina 50
Movistar Chile 50
Movistar Colombia 50
Movistar Mexico N/A

9. 2.4 MMS business models
2.4.1 MMS MO
You can configure your application to receive inbound MMS messages
from end users. These are referred to as mobile originated (MO)
MMS messages.
To enable this business model, BlueVia provides one short number per
country and you can choose a free application keyword to ensure inbound
messages are correctly routed to your application.
Country Short number
O2 UK 5480605
Movistar Spain 217040
Movistar Argentina 6780
Movistar Chile 98765
Movistar Colombia 2505
Movistar Mexico 4040
Example: For an O2 UK service: 5480605 Band, where a user submits a
photo of a band via MMS.
Keywords are non case sensitive with a maximum length of 25 characters.
There are no limitations on the number of keywords you can have but of
course each keyword needs to be unique.
The BlueVia portal will automatically check your choice of keyword at
point of submission.

10. End user SMS MO price Currency Country Revenue share
0.10 GBP UK 20%
0.18 Euro Spain Coming soon
1.00 Peso Argentina 20%
2.4.1 MMS MO (continued)
60 Peso Chile 20%
198 Peso Colombia Coming soon
BlueVia tracks all messages sent to your keyword and shares 20% of the
1.09 Peso Mexico 20%
end user price of the inbound text message back with you.
End user MMS MO price Currency Country Revenue share
0.20 GBP UK 20%
1.18 Euro Spain Coming soon
1.88 Peso Argentina 20%
100 Peso Chile 20%
680 Peso Colombia Coming soon
The MMS MO price is shown in the local currency and includes local tax.
End user MMS MO price Currency Country Revenue share
For more information on taxation read the BlueVia guide to Payments, Tax
0.20 GBP UK 20%
and Invoices available from BlueVia.com.
1.88 Peso Argentina 20%
— Peso Mexico 20%
100 Peso
HINT: The end user has to be aChile 20%
mobile customer of the
580 Peso Colombia 20%
applicable Movistar or O2 operator to enable us to collect the
revenue and share it with you. We have ensured that end users
cannot use free MMS they may receive as part of their monthly tariff
for BlueVia applications, ensuring all MMS MO messages received by
your application qualifies for revenue share payment.

11. 2.4.2 MMS MT
You can configure your application to send outbound MMS messages
to end users. These are referred to as mobile terminated (MT) MMS
messages.
To enable this business model, your end user must authorise your
application via BlueVia Connect. This will provide your application with a
token, enabling you to deliver MMS MT messages to that end user.
HINT: For more information on BlueVia Connect and API
authentication please visit BlueVia.com.
The beauty of this API is that once your application has been authorised by
the end user your application can send MMS to the end user without any
Country SMS MT Limit p/ month p/ application Maximum charge p/ month p/user
manual intervention. For example, a daily weather map picture.
O2 UK <To be confirmed> 20GBP <TBC>
Due to the potential for malicious use of this API, BlueVia has an inbuilt
Movistar Argentina <To be confirmed> 500 Pesos<TBC>
protection mechanism;confirmed>is a monthly a cap on the total amount an end
Movistar Mexico <To be
there 862 Pesos<TBC>
user can be charged per month to protect the customer experience (please
see below).
Country Maximum charge p/ month p/user
O2 UK 20 GBP
Movistar Spain 60 Euro
End user SMS MT price O2 UK Currency Country Revenue share
Movistar Argentina 500 Pesos
0.10 GBP UK 10%
Movistar Chile 10,000 Pesos
0.18 Euro Spain Coming soon
Movistar Colombia None
1.00 Peso Argentina 10%
Movistar Mexico 862 Pesos
150 Peso Chile 10%
198 Peso Colombia Coming soon
Each of the MMS MT messages that are delivered to end users by your
1.09 Peso Mexico 10%
application qualifies for revenue share:
End user MMS MT price O2 UK Currency Country Revenue share
0.20 GBP UK 10%
1.18 Euro Spain Coming soon
1.88 Peso Argentina 10%
150 Peso Chile 10%
680 Peso Colombia Coming soon
End user MMS MT price O2 UK Currency Country Revenue share
0.20 GBP UK 10%
1.88 Peso Argentina 10%
— Peso Mexico 10%
100 Peso Chile 10%

12. 2.4.2 MMS MT (continued)
The MMS MT price is shown in the local currency and including local tax.
For more information on taxation read the BlueVia guide to Payments, Tax
and Invoices available from BlueVia.com.
HINT: The end user has to be a mobile customer of the
applicable Movistar or O2 operator to enable us to collect the
revenue and share it with you. We have ensured that end users
cannot use any free MMS they may receive as part of their monthly
tariff for BlueVia applications, ensuring all MMS MT messages sent by
your application qualifies for revenue share payment.
Country SMS MO/MT Credits p/month
O2 UK 300
2.4.3 Spain
Movistar Testing MMS Credits
50
Movistar Argentina 200
To enable you and your customers to experiment and test your application
Movistar Chile 50
Movistar Colombia 50
free of charge BlueVia offers a quota of free MMS MO/MT messages
Movistar Mexico 50
(please see below).
Country MMS MO/MT Credits p/month
O2 UK 50
Movistar Spain 50
Movistar Argentina 50
Movistar Chile 50
Movistar Colombia 50
Movistar Mexico N/A
To activate these free monthly quotas simply enter your mobile number in
BlueVia.com > My Account > Account settings.

13. 2.5 Advertising
The advertising API allows you to incorporate graphical and / or text
based advertising into your application to generate a revenue stream.
You will receive 50% of the net advertising revenue received by
Movistar and O2.
2.6 App store sales
BlueVia offers a frictionless path to publish your application into the
available App Stores within the Telefonica group, enabling you to sell
direct to millions of our customers. As part of the ‘Launch to store’
process on BlueVia.com you will be prompted to select a retail price
point for your application.
The available price points are:
Country Price point Currency Revenue share
Germany 0.49, 0.99, 1.99, 2.99, 4.99, Euro 70%
9.99, 19.99
Spain 0.58, 2.35, 2.94, 3.53, 4.71 Euro 70%
Argentina 1.00, 2.00, 3.00, 4.00, 5.00, Peso 70%
7.00, 9.00, 11.00
The price points are shown in the local currency including local tax.
For more information on taxation read the BlueVia guide to Payments,
Tax and Invoices available from BlueVia.com.

14. 2.7 Subscription business model
You are able to select a subscription model for your application. To activate
the subscription your end user must authorise your application via BlueVia
Connect. This will provide your application with a token, enabling you
to charge the end user. Auto renewing subscriptions are not currently
supported. At the end of the defined subscription period, the end user will
need to repeat the authorisation process to setup a new subscription.
HINT: For more information on BlueVia Connect and API
authentication please visit BlueVia.com.
HINT: The subscription fee does not cover any additional BlueVia
API charges that may be associated with your application.
You can configure your subscription business model when you request a
“commercial key”. You will be guided through this process via BlueVia.com.
HINT: You can modify your business models at anytime via the
“Your API Keys” section of “My Account”.

15. 6.26 Peso Argentina 70%
12.52 Peso Argentina 70%
Peso Chile 70%
Peso Colombia 70%
10.00 Peso Mexico 70%
15.00 Peso Mexico 70%
2.7
35.00
Subscription business model (continued)
Peso Mexico 70%
50.00 Peso Mexico 70%
You can choose from the following variables – combine the billing
frequency with the subscription price point:
Country Price points Currency Revenue share
Germany 0.29, 0.49, 0.99, 1.29, 1.49, Euro 70%
Subscription billing frequency Countries
1.99, 2.49, 2.99, 3.49, 3.99,
Every week Argentina
4.49, 4.99
Every 2 weeks Argentina
Spain 0.12, 0.18, 0.35, 0.59, 0.89 Euro 70%
Every 4 weeks Argentina
1.18, 1.48, 1.77, 2.36, 3.54
Argentina 6.26,12.52 Peso 70%
Subscription price point
Country Price points Currency Revenue share
Argentina 6.26,12.52 Peso 70%
The price points are shown in the local currency including local tax.
For more information on taxation read the BlueVia guide to Payments,
Tax and Invoices available from BlueVia.com.

16. 3. Roadmap
We hope you will be able to use your creativity putting these initial
business models to good use and generating new revenue streams
for yourself.
Of course we don’t stop here. We will be adding to the existing business
models and releasing new models on an ongoing basis. Follow our blog
blog.bluevia.com and our Twitter @bluevia for regular news.
If you have any questions on the business models please check out the
FAQ’s on BlueVia.com or contact support@bluevia.com, and of course if
there is something you would like to see adopted in the business models,
please don’t hesitate to contact us.