© 2006 VeriPark 1

Ericsson eXchange Platform

http://www.veripark.com

© 2006 VeriPark 2

• Our Vision• Users of X Platform• Features• Architecture and Key Facts• X Platform Interfaces• Roadmap

Agenda

End UsersEnd Users

Providing an extensible infrastructure that will serve mobile content to masses and integrate the parties in the mobile

community

ReportingReportingContent Content DeliveryDelivery

BillingBilling Content Content ManagementManagement

XXPlatformPlatform

Mass MediaMass Media(e.g. ShowTV,Ihlas,MTV)(e.g. ShowTV,Ihlas,MTV)Content OwnersContent Owners

(e.g. MÜYAP, MTV, Sezen Aksu)(e.g. MÜYAP, MTV, Sezen Aksu)Content ProvidersContent Providers

(e.g. Logizmo, Tikle)(e.g. Logizmo, Tikle)

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AggregatorsAggregators(e.g. Retromedya, Azenet )(e.g. Retromedya, Azenet )

GSM OperatorsGSM Operators(Avea, Turkcell, Vodafone,)(Avea, Turkcell, Vodafone,)

Ericsson eXchange Platform

Advertise and cross sale mobile contentAdvertise and cross sale mobile contentDeliver content to massesDeliver content to massesExtend market reach with partnersExtend market reach with partnersProvide value added servicesProvide value added servicesManage the content delivery processManage the content delivery processAccess content anytime, anywhereAccess content anytime, anywhere

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Users of X Platform

• Show TV is the largest television-based mobile content aggregator in Turkey.

• Delivers ringtones and wallpapers advertised through television banners.

• Up to 1,000 SMS / minute is received during prime time shows

• More than 10,000 content currently active in database

• 50 active partners in Turkey and Germany

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Users of X Platform

• İhlas Holding is one of the most prominent group of companies in Turkey.

• Delivers ringtones, wallpapers, Java games, SMS-to-TV services via a dedicated TV channel “Manolya TV”

• Is also active in Netherlands and Germany

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Users of X Platform

• İhlas Holding is one of the most prominent group of companies in Turkey.

• Delivers ringtones, wallpapers, Java games, SMS-to-TV services via a dedicated TV channel “Manolya TV”

• Is also active in Netherlands and Germany

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Users of X Platform

• Loopus is established by the famous musician Gökhan Kırdar, who is known for his work for television series.

Yabancı DamatSağır OdaHaziran GecesiKöprüKurtlar Vadisi

• Mainly provides ringtones of the artist.

• Content delivery to mobile phones and PC’s are supported.

• Full DRM support enables Loopus to maintain copyrights after sale.

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X Platform– new customers...

• MTV Türkiye

• CNN Türk

• Sony Ericsson

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Features

• Currently supports delivery of the following content types:

– Ringtones (Monophonic, Polyphonic, True tone)– Wallpapers– Nametones and name wallpapers– Picture Messages– Operator and Color Logos– Java Games and Applications– Themes– Videos– Full track delivery support with DRM

• Mobile agents are dynamically tested with UAProf to ensure the content will be successfully delivered

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Features

• Supports interaction services

– SMS Chat– Infotainment services, - horoscope, news, soccer results, etc– Voting

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Features

• Supports various delivery models

– Transactional (push-pull) content delivery– Subscriptional content delivery– “All you can eat” - at a fixed price– Campaigns (one content free, others are 50% off at a fixed price)– Single opt-in, double opt-in models

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Features

• Supports various billing models

– MO-Billing– MT-Billing– Before push billing– Before download billing– After download billing– Buy now pay later with instalment– Content sales with credit card

• Supports SMS delivery reports for reconciliation with the operators or confirmation of subscription charging

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Features

• Full DRM support for full track delivered to PC and forward lock support for mobile content.

• Alternative DRM options to ensure highest flexibility

– Option to limit the function to burn the content to CD as Audio CD

– Option to specify how many times the content to be played

– Option to specify the expiration date of the DRM license

– Option to specify the duration of the DRM license (beginnig with the first use)

– Option to specify the DRM license to be backuped

– Option to limit the function to transport the content to a DRM supported portable device

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Features

• Operator independent

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Architecture

• Extends to support new operator protocols

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Architecture

• Extensible architecture to allow addition of services without modifying the application

New Services

Core Content Delivery and

Workflow

Subscriptionand Billing

Operator Communication

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Architecture

• Channel based structure to enable multi service delivery from a single application

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Architecture

• Integrates with third party content providers

– MÜYAP– Logizmo– Tikle– Mobilarus– Azenet– Mobilink

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Architecture

• Provides access to partners for content list update and sales reporting

– Telebizz– Callcium– Creagate

• One shared shortcode allows access to multiple partners

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Key Facts

• High throughput for all SMS and WAP channels

– 1,000 transaction / minute peak rates– Average 500,000 transactions / month

• Hosted in a managed colocation center

• 2 load balanced servers ensure high performance and availability

• Peak hardware resource usage around 50%

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Key Facts

• Customizable WAP content, every partner can have a unique looking WAP site

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Key Facts

• Customizable portal based web site, every partner can create a totally different look and feel

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Content Management in X Platform

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Content Management in X Platform

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Channel Management in X Platform

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Reports in X Platform

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Reports in X Platform

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Reports in X Platform

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Reports in X Platform

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Roadmap

• Streaming content support with the advance of 3G

• Catalog application for Java-enabled phones

• Personalization in all channels

• Enhanced mobile browsing for advanced mobile phones

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Ericsson eXchange Platform

• Enables aggregators to install a turnkey solution delivering content to mobile users

• Provides an extensible infrastructure, making it easy to provide new services

• Ensures end user loyalty with subscription and cross-sales

• Provides an affiliate-ready platform on a multi-channel basis