Arabic Mobile Apps 2010 v5.6

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    The information contained in this document belongs to Value Partners Dubai FZLLC and to the recipient of the document. The information is strictly linked to theoral comments which were made at its presentation, and may only be used byattendees of that presentation. Unauthorized copying, disclosure or distribution ofthe material in this document is strictly forbidden and may be unlawful.

    Regional flavour -mobile content,applications andservices

    GITEX presentation

    Dubai, 20th October 2010

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    Agenda

    Drivers of regional mobile content

    Regional examples

    The Arab Apps ecosystem

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    High demand for local digital content butsupply still fall short

    Arabic62%English

    16%

    Other6%

    Arabic78%

    Eng

    lish38%

    Preference of language forwatching TV Preference of language forbrowsing internet

    Content preference and access across media platforms

    Breakdown of Internet traffic by origin

    Clear demand for localcontent acrossplatforms but majority

    of digital localcontent accessed inMENA still isinternational content

    While the appetite for

    local content is not inquestion, Arabic onlinecontent represents lessthan 1% of total onlinecontent

    Local contentInternational content

    Source: Arab Media Outlook, Telegeography

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    Fundamentals are here for Mobile Apps totake up in the region

    Take up of smartphonesin MENA vs. RoW

    Take up of Mobilebroadband GCC (000s)

    General technologysaviness of GCC users

    KSA is the third largestmarket for YouTubeplayback on the mobile

    platform

    Source: Informa

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    Number of regional Apps* Split of regional apps

    Paid apps (top 200)

    Free apps(top 200)

    Number of downloads***

    Regional apps: size matters

    $1

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    Agenda

    Drivers of regional mobile content

    Regional examples

    The Arab Apps ecosystem

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    Selection of regional initiatives in mobilecontent, apps and services

    Locationbased social

    media

    Media andcontent

    Mobileadvertising

    Enterpriseapplications

    Mobilecommerce

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    Check-in mobile apps: who will be thenew king of the Dubai Mall?

    Number of users (000s)

    Source: RJMetrics, company web sites, Cloud Appers

    SocialMe

    dia

    Game

    Rewards

    Social Media LBS appsprogressively coming to theregion

    - Estimated 6000 FS users in

    UAE- Initial interest from brands

    (Beach Rotana, Wild Peeta)

    Scavenger/ rewards mobileapps with business models

    built around relationship withbusinesses will take longer tomake an impact on the region

    Regional impact

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    Social rating platforms haveemerged in the region providing lifestyle,social community features and reviews:

    Jeeran PlacesFocus on Amman

    Arabic content platform

    QaymRegional focusArabic content platformRestroid mobile application launchedfor Android compatible phones

    Number of cities covered dynamicallygrowing with the development of thecommunity

    YallawainFocus on KuwaitEnglish content platformIn Beta version stage, by invitation only

    Local social media platforms Regional focus supports the development of anunrivalled offering

    Development of local community through Partnerships with local establishments Local competitions and promotions Leveraging low cost local marketing tools and

    youths targeting

    Horizontal expansion, beyond just lifestyle/reviews

    Local players are at the infancy stage indeveloping check-in applications

    Opportunities

    Building a technology platform capable of

    competing with global players no check-incapabilities developed yet

    Competing with global players with establishedsubscriber base (Facebook places, Gowalla,Foursquare), and already providing Arabic content

    Limited developer community and consequentlylimited applications compared to global players

    Challenges

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    Global mobile Adv. (US$ m)

    Messaging dominated mobile advertisinginitially

    Other forms of mobile advertising, suchas Links, in-game, TV/Video andInterstitial are increasingly becomingcommon

    Source: Informa

    Mobile advertising: Only 1% of globaladvertising, but momentum is building

    Other forms of advertising besides Messagingrepresent now 50% of the total mobile admarket

    driven by- Increased penetration ofmobile broadbandwith lower prices and better quality

    - Massive increase ofsmart phones shipmentin the region (12m sales in 2009)

    - Many new mobile applications have arisenfrom augmented reality to LBS based social

    communities

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    TV

    Newspapers

    DigitalMagazines

    RadioOut-of-home

    Note:Source: Pan-Arab advertising includedZenithOptimedia, Value Partners analysis

    The advertising industry in the Arab Region is expected to reach US$ 6.3bn by the endof 2013, growing at a CAGR of over 8%

    In the Arab Region, digital is expected to grow rapidly to constitute over 4% of totalspend by 2013

    Mobile will be an important component of that digital mix around 10% or more ofdigital

    Advertising expenditure by platform - region (%)

    The value of Mobile Advertising in the Arabregion could reach US$ 20-30m by 2013

    Ad by digital platform

    intl (2009, %)Mobile

    Internet

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    15%

    31%

    65%

    55%

    157%

    76%

    MEA m-transaction value

    In MENA, the m-transactions market is dominatedby remittances due to a large expatriate population

    *Include other remote payments and mobile bankingSource: Business Intelligence Middle East; Middle East Mobile Money; Value Partners analysis

    Billion dollars

    28.1

    23.5

    17.1

    Remittance

    Others

    MEA region has ~ 40 million migrant workers leading to a substantial flow of funds from the region

    Service providers can capture a sizeable share of the international remittance market given the costadvantage over traditional funds transfer mechanisms

    Relevance of m-transactions by value and

    revenue to operators, Billion dollars (2012)

    Remotem-payment

    M-banking

    Proximitym-payment

    Remittance

    250 2.9100%=

    CAGR(2010-12)Operatorsrevenue

    28%

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    Omantel

    Nawras

    Etisalat

    (trial)

    Du

    (trial)

    Batelco

    Zain(Bahrain)

    Moneytransfer

    Peer to peer credit transfer

    International remittance

    Source: Operators website

    Remote m-

    payments

    Proximitypayment

    M-banking

    Top-ups

    Postpaid bill payments

    Others*

    * Others include Car parking, traffic fine payments, Zakat payments and other m-ticketing offers (e.g. cinema, food delivery, etc)

    Retail

    Mobile ID

    SMS alerts

    Balance check

    Account transfer

    Cheque book request

    Growing m-commerce services in the regionparticularly on international money transfer

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    Mobile apps are becoming part of thebrand extension mix for regional media

    International - Glee Regional Majid / Freej The show:- Hit Fox TV musical/comedy show Brand extension:- Beat the Beatles (75) in US chart singles chart

    record- Wii game, clothing/ jewellery, novel (prequel),

    musical etc Mobile app:- Glee Karaoke- Top 15 Music App, #1 in US- Sing along with harmonizationsoftware and pitch control- Add your voice to other

    peoples songs- Record/ share withFB friends- $2.99 for the app- $0.99 per tune

    Freej

    75%

    Broadcasting & Sponsorship Rev

    Licensing, Merchandising & Other Rev

    CAGR of Total Revenues

    98%

    2%

    75%

    25%

    48%

    52%

    Merchandising rangeof 25 licenses, 400product lines

    Theatre productions,

    Characterappearances, Themepark, DVDs

    Freej Puzzle iPhone app

    Majid- Famous Arabic cartoon

    character- Published by ADMC- Augmented reality (PC

    based) car racing using aphysical code in themagazine

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    Al Jazeera is a concrete example of 360 use ofmobile from content creation to delivery

    ...to live streaming

    English and Arabic live TV streaming of AlJazeera

    Free app Last step of Al Jazeera roadmap to

    deliver free content across all digital

    media initiated with Mobile TV content in2007 and YouTube channel in 2008 One of the most popular news application

    in and out of the region

    News gathering...

    Al Jazeeras journalists can use AlJazeera Mobile Reporter solution, bywhich they can record and upload contentto the server. Al Jazeera is the only newsbroadcaster in the region to be using to

    be using mobile video uploads on such alarge scale

    Ingest Produce Deliver

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    Enterprise applications: increasing use ofmobile apps for B2B2C applications

    Operators Mobile Store Locator

    Our IT consulting arm,Value Team, recentlydeveloped a MobileStore Locator for aleading operator usingaugmented realitytechnology

    From an iPhone, theuser is able to see thestores icon overlaid onthe street view from the

    phones camera

    The inbuilt compassenables the user to spinthe device, changedirection, zoom in / outand maintain visibility ofthe directed path

    Local examples

    Manage Aramex shipmentson the go through youriPhone

    Ranking* Description

    1

    55

    77

    188

    N/A

    MoH: Health advice andessential emergency numbers

    Etisalat Yellow pages

    Dubai Police: generalinformation and fine payment

    Dubai metro information timings etc

    * Based on itunes UAE as off 19/10/10

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    Agenda

    Drivers of regional mobile content

    Regional examples

    The Arab Apps ecosystem

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    The mobile apps value chain

    Operators

    Mediacontentproducers

    Vendorplatforms

    Agencies

    Onlineplayers

    ContentAggregators

    Appdevelopers

    Upskilling needed or re-tooling (e.g. C++ etc)

    App store modelchallenging incumbentaggregators

    Still experimenting withrevenue models tomonetize their content

    In danger of beingsqueezed out but stillimportant media utility roleto play

    Managed to become againthe pinch point in the valuechain

    Proliferation of digitalboutiques in the region butcapacity remains a concern

    Application

    development Platform Network

    Content

    aggregation Advertising

    Local players testing thewater in mobile

    http://www.youtube.com/
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    Developers community: planting the seedsNOT EXHAUSTIVE

    Funding

    Educating

    Incentivizing

    Apps Arabia Incubating smart regional ideas in mobile apps Mentoring and guiding entrepreneurs Promoting the application launch

    Mobile Applications Academy Professional training on mobile application

    development Advice and consulting on product launch

    Calling All Innovators - bilaraby Regional competition for creating original mobile

    application for Arabic content

    1st prize of 100,000 USD

    Collaborating Mobily Developers Community A club for Arabian software talent where members canget their hands on all the resources they might need tocreate innovative mobile apps

    Aggregators are being challenged by the

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    Aggregators are being challenged by theapp store model but turn key solutionsremain in demand

    Portal design services (including interaction,graphical, architecture, security design)

    Service Delivery Framework platform aggregation ofcontent from several sources into a single interface

    Content aggregation provision of multimedia contentfrom leading content providers (EA, Gameloft etc.)

    Proprietary news content feed (mix of news feedaggregation and independently sourced news creation)

    Ongoing technical operations and maintenance ofplatform

    Turn-key solution

    Impact

    130k unique monthly users

    Page views: 36m (per year)

    6,000 daily downloads

    Launched in March 2009 - 18-month return on

    investment

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    Number of availableapplications (000)

    App store leading the way in terms of appscale but Ovi is a regional must

    Source: Informa, Value Partners analysis

    Smartphone device

    market share in theMiddle East (%)

    Regional contenton Appstore UAEdriving rapid uptakeof iPhone in theregion

    App store

    Android

    Ovi

    Blackberry

    iPhone

    Android

    Nokia

    Blackberry

    App store

    available inthe region

    High penetration ofNokia smart-phones Ovidevelopment

    needs to beconsidered

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    Position of the operators as mobile contentportal is increasingly challenged...

    Mobile websites activity of UK mobile users(1)

    2007 2008

    Source: Nokia UK smart phone study(1) Share of users refers to the percent of users who have accessed these sites on a mobile phone during each year

    In the developedmarkets, operatorsare losing the battle

    to capture additionalrevenue sources frommobile content andapplications

    In the region, whilethere is moreresilience, the model

    is also beingchallenged

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    ...with some growing pains in Apps storedevelopments - e.g. Vodafone 360...

    Case Study-Vodafone

    Overview Launched early 2010, Vodafone 360 gathers all of

    a customers friends, communities, entertainmentand personal favourites (like music, games, photos

    and video) in one place

    Strategic objective Leveraging customer relationship to become

    primary touch point for customers, thus challengingthe threat from vendors and web services

    Initial Success Registrations to the service was running at a rate of

    4,000 a day in January and still increasing 7,000 Apps available three months after launch By February 2010 nearly 300,000 Vodafone 360

    enabled handsets were sold

    Vodafone 360

    Source: Vodafone website, Press clippings

    Challenges

    Lack of compelling motivefor customers to stay onVodafone platform

    Lack of harmonization withhandset strategy, whichpromoted the increasing saleof iPhones (in turn promotingcompeting platforms)

    Number of applicationsbeing published by the JILinitiative is growing, but notyet competitive with otherplatforms

    http://images.google.ae/imgres?imgurl=http://blog.omio.com/wp-content/vodafone-logo.jpg&imgrefurl=http://blog.omio.com/general-news/vodafone-x-lastminutecom-voucher-giveaway/&usg=__G9zoE98vT3hJ8z46mXH7KpEPmOQ=&h=325&w=450&sz=21&hl=en&start=3&um=1&tbnid=Dkrc1W9NbO7QPM:&tbnh=92&tbnw=127&prev=/images?q=vodafone&hl=en&rlz=1T4SKPB_enAE300AE300&sa=N&um=1
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    ...however there are alternative opportunities inthe region leveraging key assets/capabilities

    Enable transactions of content/goodsacquisition and P2P money transfer

    Mobile advertising throughdirectadvertising and ad-funded content

    Leverage

    uniqueassets

    Create acompellingB2B offer

    Becomethe smartenabler

    Create powerful knowledge bankproviding location based customerbehaviour

    Leveraging mobile operator s intrinsiccompetitive advantages

    - Location based servicesenabling real-time physical/retail serviceopportunities

    Collaborative model for MENA: taking

    on app market leaders

    Initiative grouping 24 leading carriergroups, dubbed the WholesaleApplications Community, to rival vendorplatforms

    Opportunity to implement similar initiative atregional level to cater for the need of localArab content among the region's subscribers

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