1. Business ModelsVersion 1 December 2010 A global initiative of Delivered by

2. 1. Introduction1.1 Objectives of this documentBlueVia offers a selection of ground breaking, risk free and revenuegenerating business models for you to choose from. The great thing aboutthese business models is you dont have to pay for a thing!Movistar or O2 bill the end user on your behalf, then share back the moneyyoure owed. It couldnt 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 models2.1.1 Available revenue streamsIt is possible for you to create new revenue streams in simple and risk freeways using the following BlueVia features: UsingtheBlueViaSMSMOAPI UsingtheBlueViaSMSMTAPI UsingtheBlueViaAdvertisingAPI SellingyourapplicationviaaMovistarorO2AppStore Incorporatingasubscriptionbusinessmodeltoyourservice2.1.2 API business modelsThefollowingbusinessmodelsareavailablefortheBlueViaAPIs.2.1.2.1 SMS MOYoucanconfigureyourapplicationtoreceiveinboundtextmessagesfrom end users. These are referred to as mobile originated (MO)SMSmessages.To enable this business model, BlueVia provides one short number percountry and you can choose a free application keyword to ensure inboundmessages are correctly routed to your application. Country Short number O2 UK 5480605 Movistar Argentina 6780 Movistar Mexico 4040Example:ForanO2UKservice:5480605weatherreport.Keywordsarenoncasesensitivewithamaximumlengthof25characters.There are no limitations on the number of keywords you can have but ofcourse each keyword needs to be unique.The BlueVia portal will automatically check your choice of keyword atpoint of submission.

4. 2.1.2.1 SMS MO (continued)BlueVia tracks all messages sent to your keyword and shares 20% of theend user price of the inbound text message back with you. End user SMS MO price Currency Country Revenue share 0.10 GBP UK 20% 1.00 Peso Argentina 20% 1.09 Peso Mexico 20%TheSMSMOpriceisshowninthelocalcurrencyandincludeslocaltax.FormoreinformationontaxationreadtheBlueViaguidetoPayments,Taxand 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 cannotusefreeSMStheymayreceiveaspartoftheirmonthlytariff forBlueViaapplications,ensuringallSMSMOmessagesreceivedby yourapplicationqualifiesforrevenuesharepayment.Testing SMS CreditsTo enable you and your customers to experiment and test your applicationfreeofchargeBlueViaoffersaquotaoffreeSMSMOmessages: Country SMS MO Credits p/month O2 UK 300 Movistar Argentina 200 Movistar Mexico 50To activate these free monthly quotas simply enter your mobile numberinto BlueVia.com >MyAccount>Accountsettings

5. 2.1.2.2 SMS MTYoucanconfigureyourapplicationtosendoutboundtextmessagestoendusers.Thesearereferredtoasmobileterminated(MT)SMSmessages.To enable this business model, your end user must authorise yourapplication via BlueVia Connect. This will provide your application with atoken,enablingyoutodeliverSMSMTmessagestothatenduser. HINT:FormoreinformationonBlueViaConnectandAPI authentication please visit BlueVia.com.ThebeautyofthisAPIisthatonceyourapplicationhasbeenauthorisedbytheenduseryourapplicationcansendSMStotheenduserwithoutanymanual intervention. For example, a goal alert.When combined with the subscription payment business model, thisbecomes a very powerful opportunity. Country SMS MT Limit p/ month p/ application Maximum charge p/ month p/user O2 UK 20GBP DuetothepotentialformalicioususeofthisAPI,BlueViahasaninbuilt Movistar Argentina 500 Pesosprotection mechanism; there Movistar Mexico is a monthly a cap on the total amount an end 862 Pesosuser can be charged per month to protect the customer experience (pleasesee below). Country Maximum charge p/ month p/user O2 UK 20 GBP Movistar Argentina 500 Pesos Movistar Mexico 862 PesosEachoftheSMSMTmessagesthataredeliveredtoendusersbyyourapplicationqualifiesforrevenueshare: End user SMS MT price Currency Country Revenue share 0.10 GBP UK 10% 1.00 Peso Argentina 10% 1.09 Peso Mexico 10%

6. 2.1.2.2 SMS MT (continued)TheSMSMTpriceisshowninthelocalcurrencyandincludinglocaltax.FormoreinformationontaxationreadtheBlueViaguidetoPayments,Taxand 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 cannotuseanyfreeSMStheymayreceiveaspartoftheirmonthly tariffforBlueViaapplications,ensuringallSMSMTmessagessentby yourapplicationqualifiesforrevenuesharepayment.Testing SMS CreditsTo enable you and your customers to experiment and test your applicationfreeofchargeBlueViaoffersaquotaoffreeSMSMTmessages(pleasesee below). Country SMS MO Credits p/month O2 UK 300 Movistar Argentina 200 Movistar Mexico 50To activate these free monthly quotas simply enter your mobile number inBlueVia.com >MyAccount>Accountsettings.2.1.2.3 AdvertisingTheadvertisingAPIallowsyoutoincorporategraphicaland/ortextbased advertising into your application to generate a revenue stream.Youwillreceive50%ofthenetadvertisingrevenuereceivedbyMovistar and O2.

7. 2.1.3 App store salesBlueVia offers a frictionless path to publish your application into theMovistarArgentinaandMovistarSpainAppStores,enablingyoutoselldirecttomillionsofourcustomers.AspartoftheLaunchtostoreprocess on BlueVia.com you will be prompted to select a retail pricepoint for your application.The available price points are: Price point Currency Country Revenue share Free Euro, Peso Spain, Argentina n/a 0.49 Euro Spain 70% 0.99 Euro Spain 70% 1.99 Euro Spain 70% 2.99 Euro Spain 70% 3.99 Euro Spain 70% 1.00 Peso Argentina 70% 2.00 Peso Argentina 70% 3.00 Peso Argentina 70% 4.00 Peso Argentina 70% 5.00 Peso Argentina 70% 7.00 Peso Argentina 70% 9.00 Peso Argentina 70% 11.00 Peso Argentina 70%The price points are shown in the local currency including local tax.FormoreinformationontaxationreadtheBlueViaguidetoPayments,Tax and Invoices available from BlueVia.com.

8. 2.1.4 Subscription business modelYou are able to select a subscription model for your application. To activatethe subscription your end user must authorise your application via BlueViaConnect. This will provide your application with a token, enabling youtochargetheenduser.Autorenewingsubscriptionsarenotcurrentlysupported.Attheendofthedefinedsubscriptionperiod,theenduserwillneed to repeat the authorisation process to setup a new subscription. HINT:FormoreinformationonBlueViaConnectandAPI authentication please visit BlueVia.com. HINT: The subscription fee does not cover any additional BlueVia APIchargesthatmaybeassociatedwithyourapplication.Youcanconfigureyoursubscriptionbusinessmodelwhenyourequestacommercialkey.YouwillbeguidedthroughthisprocessviaBlueVia.com. HINT: You can modify your business models at anytime via the YourAPIKeyssectionofMyAccount.

9. 2.1.4 Subscription business model (continued)You can choose from the following variables combine the billingfrequency with the subscription price point: Subscription billing frequency Countries Every week Argentina, Mexico, UK Every 2 weeks Argentina, Mexico, UK Every 4 weeks Argentina, Mexico, UKSubscription price point Price point Currency Country Revenue share 0.06 GBP UK 70% 0.10 GBP UK 70% 0.15 GBP UK 70% 0.20 GBP UK 70% 0.25 GBP UK 70% 0.30 GBP UK 70% 0.40 GBP UK 70% 0.50 GBP UK 70% 0.75 GBP UK 70% 0.99 GBP UK 70% 1.00 GBP UK 70% 1.20 GBP UK 70% 1.29 GBP UK 70% 1.50 GBP UK 70% 2.50 GBP UK 70% 3.00 GBP UK 70% 3.50 GBP UK 70% 4.00 GBP UK 70% 4.50 GBP UK 70% 10.00 Peso Mexico 70% 15.00 Peso Mexico 70% 35.00 Peso Mexico 70% 50.00 Peso Mexico 70% 6.26 Peso Argentina 70% 12.52 Peso Argentina 70%The price points are shown in the local currency including local tax.FormoreinformationontaxationreadtheBlueViaguidetoPayments,Tax and Invoices available from BlueVia.com.

10. 3. RoadmapWe hope you will be able to use your creativity putting these initialbusiness models to good use and generating new revenue streamsfor yourself.Of course we dont stop here. We will be adding to the existing businessmodels and releasing new models on an ongoing basis. Follow our blogblog.bluevia.com and our Twitter @bluevia for regular news.If you have any questions on the business models please check out theFAQsonBlueVia.com or contact support@bluevia.com, and of course ifthere is something you would like to see adopted in the business models,please dont hesitate to contact us.