© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

1Dan Donohoe

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

2

MyWireless Features Creative RefreshProject Overview: 30 Complete Feature Promotions Refreshed

(15 English, 15 Spanish) A Jump page, and a PassThru banner each 3 Tiles Each (Dashboard Slot, Page Slot,

Right Hand Callout)

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

3

The Problem. Our Solution. Jump Page Example: Family Messaging Unlimited.

BEFOREAFTER

© 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

4

Increasing Revenue through Better CreativeWhat is Better Creative?

Clearer Messaging, Less Wordiness Stronger Call to Actions More Engaging Visuals Shorter Page-Length

What this means for Feature Revenue: Promotionally driven features contribute an average of 28,439 units/$415,832 revenue

per month (approx. 9% of total MyWireless Paid Feature Add/Revenue mix). With refreshed and new promotional development, we’re projecting a 1.25%

incremental lift in contribution mix or 4,000 units/$60,000 per month. We will provide actual results once the project is fully implemented.

1.25%