th spac2012 presentations.r2

Presentation Planning Guide DIAGNOSIS 2012 AND WORK PLAN 2013

REGION

Binbit Year 2010 Year 2011 Year 2012 +/-

Opt Ins 136,891 428,506 451,992 105%

Opts Out 40,057 208,560 411,348 197%

Subs Charged 2,943,504.00 16,405,968.00 17,990,007.00 110%

Active Subs 928,900 3,586,313 3,993,580 111% Sales in USD 549,297.82 3,061,576.55 3,357,179.71 110%

- 2,000,000 4,000,000 6,000,000 8,000,000

10,000,000 12,000,000 14,000,000 16,000,000 18,000,000 20,000,000

Opt Ins Opts Out SubsCharged

Active Subs Sales in USD

Year 2011Year 2012

Jan Feb Mar Apr May Jun Jul Aug Sep OctOpt Ins 35,29 40,68 48,62 70,28 69,42 46,39 9,284 8,240 25,45 98,31Sales in USD 321,3 322,4 352,0 350,6 371,1 322,6 342,3 304,5 293,0 376,9

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

Jan Feb Mar Apr May Jun Jul Aug Sep OctTrue Move USD 173,6 189,8 209,2 204,1 217,9 182,6 199,9 169,7 142,8 131,9DTAC USD 88,15 75,12 77,24 79,72 82,68 76,72 77,66 74,94 96,75 194,0AIS USD 59,60 57,41 65,55 66,68 70,54 63,23 64,73 59,86 53,38 50,86

-

50,000.00

100,000.00

150,000.00

200,000.00

250,000.00

300,000.00

350,000.00

400,000.00

Binbit Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Total

Print 6,349

7,318

7,903

7,605

7,461

6,284

4,846

3,365

3,101

3,629

57,861

WAP 2,015

4,081

5,869

6,961

5,137

3,681

3,547

3,770

2,979

94,293

132,333

WEB 26,931

29,280

34,852

55,624

56,757

36,430

891

1,105

19,370

382

261,622

TV -

1

2

1

-

1

-

-

-

-

5

SMS -

1

2

89

66

-

-

-

-

1

159

Misc 1

-

18

24

31

12

8

16

7

11

128

Print 13%

WAP 29% WEB

58%

TV 0%

SMS 0%

MISC 0%

GOALS ACHIEVEMENT 2012 THAILAND INCOME Q1 Q2 Q3 Q4 TOTAL 2012

2012 Real $ 132,035 $ 139,033 $ 141,984 $ 122,203 $ 535,256 2012 Goals $ 158,079 $ 188,397 $ 219,079 $ 250,073 $ 815,629 ∆ -$ 26,044 -$ 49,364 -$ 77,095 -$ 127,870 -$ 280,373 % ∆ -16% -26% -35% -51% -34%

INVESTMENT Q1 Q2 Q3 Q4 TOTAL 2012

2012 Real $ 9,650 $ 19,181 $ 10,763 $ 16,663 $ 56,257 2012 Goals $ 32,283 $ 33,126 $ 33,933 $ 34,705 $ 134,047 ∆ -$ 22,633 -$ 13,945 -$ 23,170 -$ 18,042 -$ 77,790 % ∆ 70% 42% 68% 52% 58%

CM Q1 Q2 Q3 Q4 TOTAL 2012

2012 Real $ 122,385 $ 119,851 $ 131,221 $ 105,540 $ 478,998 2012 Goals $ 125,796 $ 155,271 $ 185,146 $ 215,369 $ 681,582 ∆ -$ 3,411 -$ 35,419 -$ 53,925 -$ 109,829 -$ 202,583 % ∆ -3% -23% -29% -51% -30%

PROPOSED WORK PLAN VS WORK PLAN ACCOMPLISHED - Q1 Project Launch date Results

expected (KPI) Real results

(KPI) ∆

AIS WAP Jan-12 4,824 512 11%

MCN WAP ADTH Feb-12 8,900 9,254 104%

TM Campaign Feb-12 4,240 6,166 145%

Buzzcity WAP ADTH

Feb-12 1,000 2,073 207%



(KPI) ∆

MCN WAP ADTH Apr-12 10,000 12,144 121%

TM Campaign Apr-12 12,000 4,535 38%

WAP Angry Bird May-12 10,000 25 0%



(KPI) ∆

WAP ADTH Oct-12 10,000 8,804 88%

TM Campaign Jul-12 3,000 1,131 38%

WAP AD Cloud Aug-12 2,790 22 1%

BC in-house sexy Jul-12 2,500 14 1%



(KPI) ∆

WAP ADTH Sep-12 10,000 4,120 41%

WAP Krob Krua Khao 3

Oct-12 492 2 0%

Buzzcity ADTH Oct-12 1,230 1,911 155%

TV Pool Strip AD Oct-12 1,872 566 30%

Spicy Strip AD Oct-12 1,500 203 14%

Star New Strip AD Oct-12 1,130 313 28%

Buzzcity ADTH Nov-12 2,880 1,436 50%

Mobgold ADTH Nov-12 425 0%

DIAGNOSIS AND PERFORMANCE 2012 – WAP ON PORTAL

Ideal Situation Actual situation ∆

1. WAP Text link 2. Run on the keyword search

and text running 3. To extend the new users and

sales growth 4. To launch since the beginning

of 2012. - MCN - Buzzcity - Mobgold - Inmobi - DMG - Airpush

1. The most effective tool

2. More traffic on text comparing with the visual banners from observation

3. Continuously work profiably

41-121%

DIAGNOSIS AND PERFORMANCE 2012 – SALES PROMOTIONS


1. Consistent promotion campaign to attract end user and endorse business margin.

2. Giving away prizes

3. New content/service

4. Sole and co promotion

1. Co promotion with carrier, Truemove, can maximize the budget according to the media media support and carrier database.

2. Consistency and prizes are the key of succes.

38-145%

DIAGNOSIS AND PERFORMANCE 2012 – BROADCAST Ideal Situation Actual situation ∆

1. To extend the new user numbers nationwide and sales growth.

2. Wide exposure

3. Carrier support

4. Corporate campaign

5. Can be promoted anytime mostly

1. SMS broadcast is not effective any longer due to market orientation and block list.

2. Anonymous broadcast 3. SMS broadcast support from

carrier supports CBB/Enterfactory performance and saves cost despite a low return below 1%.

4. True Move is a sole support without rejection of subscription business model.

5. Facing difficulty of larger block list from carriers and customer complaints.

1%

DIAGNOSIS AND PERFORMANCE 2012 – PRINT


1. To extend the new user numbers nationwide and sales growth.

2. Specifically tabloid and lifestyle.

3. Strip or block ads.

4. To launch since the beginning of 2013.

1. Printed is still locally preferred by local CPs according to Nielsen’s survey.

2. Slowly generate income yet profitable in specific media.

3. Do not meet the BE on monthly basis but long term.

4. Requirements of a variety of services and packages.

5. Transaction, subscriptions; daily, weekly, and monthly.

6. Focus on sexy, text info, horo, lotto, and lifestyle.

14-30%

A year of changing market condition, carrier’s careful move towards 3G auction, media trials and experiments, limited media choices, and new

media direction. Specific online media focus - WAP, printed format, and new business

direction. A combination of common media and innovation.

CURRENT WAP text link Printed strip and block Carrier support SMS BC WAP icon WAP banner Satellite channel Corporate campaign

NEW Direction Smart mobile iOS Android Application Freemium

WORK PLAN 2013

GOALS 2013 THAILAND

2012 2013 % ∆

Income $ 535,256 $ 1,057,872 98% Investment $ 56,257 $ 548,355 875% Contribution Margin $ 478,998 $ 509,516 6%

ARPU $ 0.36 $ 0.36 0% Acquisition Cost $ 0.47 $ 0.68 44%

Opts-in 120,274 812,378 575% New Users 1,810 215,945 11831% Active Users 106,425 322,370 203%

ROADMAP 2013 Media MCN WAP Buzzcity WAP Mobgold WAP Printed TV Pool Printed Spicy Printed Star News ETC. Co –promotion TM SMS TM WAP banner TM WAP icon Corp-campaign Load & Cash Mobile payment

Media MCN WAP Buzzcity WAP Mobgold WAP Printed TV Pool Printed Spicy Printed Star News Etc. Co –promotion TM SMS TM WAP banner TM WAP icon Corp-campaign Load & Cash Mobile payment

Media MCN WAP Buzzcity WAP Mobgold WAP Printed TV Pool Printed Spicy Printed Star News Satellite channel Etc. Co –promotion TM SMS TM WAP banner TM WAP icon Corp-campaign Load & Cash Mobile payment

Media MCN WAP Buzzcity WAP Mobgold WAP Printed TV Pool Printed Spicy Printed Star News Satellite channel Etc. Co –promotion TM SMS TM WAP banner TM WAP icon Corp-campaign Load & Cash Mobile payment

Q1 Q2 Q3 Q4

WORK PLAN 2013 SUMMARY

Promotion Content Services

Total Promotion Total Content Total Services Total Goals %∆

Opts - in

408,000 -

404,400

812,400

812,378 0%

CM $

262,750 $ -

$ 309,500

$ 572,250

$ 509,516 12%

AC $

0.66 $

0.63 $

0.64 $

0.68 -5%

WORK PLAN 2013 PROMOTION

• Truemove is the only carrier who runs the co-promotion with us. They support the conventional SMS BC, WAP online space in form of banner, icons, and their in-house printed advert space if we have artworks. The co-campaign has been profitable. With an investment around 3,000USD, we always get good numbers of new users, AC and BE.

TM media support – Gold promotion

KPI Q1 Q2 Q3 Q4 Total

Opts - in 12000 12000

CM 7000 7000

AC 0.59 0.59



TM media support – iPhone5 promotion


Opts - in 18000 18000

CM 10500 10500

AC 0.59 0.59



TM media support – Gold promotion


Opts - in 18000 18000

CM 10500 10500

AC 0.59 0.59



TM media support – iPhone5 pomotion


Opts - in 18000 18000

CM 10500 10500

AC 0.59 0.59


• Printed is a traditional media that TH CPs have been using despite a long shelf life to get a return. The key of success of this media is a to have the lowest cost and the maximum choices of services to offer to share the risk of BE.

Printed strip ad - Multimedia


Opts - in 18000 18000 18000 18000 72000

CM 15000 15000 15000 15000 60000

AC 0.67 0.67 0.67 0.67 0.67


• Printed is a traditional media that TH CPs have been using despite a long shelf life to get a return. The key of success of this media is a to have the lowest cost and the maximum choices of services to offer to share the risk of BE.

Printed strip ad - Text


Opts - in 6000 6000 6000 6000 24000

CM 2000 2000 2000 2000 8000

AC 0.67 0.67 0.67 0.67 0.67


• Load and Cash campaign is expected to run with all carriers within 1st quarter of 2013. Load & Cash - TM


Opts - in 24000 36000 36000 36000 132000

CM 15500 23250 23250 23250 85250

AC 0.68 0.68 0.68 0.68 0.68


• Load and Cash campaign is expected to run with all carriers within 1st quarter of 2013. Load & Cash - Dtac


Opts - in 24000 36000 36000 36000 132000

CM 15500 23250 23250 23250 85250

AC 0.68 0.68 0.68 0.68 0.68


• Load and Cash campaign is expected to run with all carriers within 1st quarter of 2013. Load & Cash - AIS


Opts - in 24000 36000 36000 36000 132000

CM 15500 23250 23250 23250 85250

AC 0.68 0.68 0.68 0.68 0.68


• Satellite TV can be a good media to extend new prospect groups. Satellite TV


Opts - in 0 0 127200 127200 254400

CM 0 0 105000 105000 210000

AC 0 0 0.68 0.68 0.68

DIAGNOSIS AND PERFORMANCE 2012 – TV

Ideal Situation Actual situation ∆ 1. Satellite/cable TV channels to

extend the new user numbers nationwide. And sales growth.

2. Newly selected channels focusing sexy contents including FHM and local production

3. Customized production to fit local orientation

4. Tentatively launched in July 2013

5. CLICK CHANNEL. 3600 H / SR-26667 6. Peak Channel. 3600 H / SR-26667 7. Ace Channel. 3600 H / SR-26667

1. Thailand is not a TV country for mobile content promotion.

2. Despite media owners, return is still a question of profitability.

3. Requirements of localization and preferred products; Horo, Lotto, Sexy, and label music.

4. Former CP CEO owns satellite channels and act as media owner to boost revenue up to 10M THB monthly yet hundreds of services are rotated 24/7.

5. C band on Thaicom satellite 6. Costing 1M per channel per month

rotation of TV Spots 7. Requirement of TV team; production,

copywrite, marketing, etc.

N/A

Satellite TV Requirements

Costs Bandwidth

Monitor Control

Production Commercial

Spots 15 sec. 30 secs. 60 sec.

300 secs.

Services Enterfactory

Sexy Games

Application Text Horo Lotto

Tariff Daily

Weekly 6THB 9THB

40THB Transaction Subscription

Schedule Program

Loose spots 24/7

No. Channel Publisher Type

1 Nation channel Nation News

2 GMM Footbal Extra GMM Sport

3 GMM Sport Extra GMM Sport

4 Gang Cartoon Rose Cartoon

5 TV Pool Note publishing Gossip

6 Green Channel GMM Lifestyle

7 Fan TV GMM Country music

8 Bang Channel GMM Variety

9 ACT Channel GMM Variety/Sitcom

10 Money Channel GMM Investment

11 GMM Music GMM Pop music

12 Play Channel GTH Variety/Movie

13 Sabaidee TV RS Country music

14 Yak TV RS Pop music

15 You Channel RS Variety

16 Chanel 8 RS Variety

Ideal Situation Actual situation ∆ 1. Mobile applications of

services in form of games, graphics, info, lifestyle.

2. Lifestyle is the major tend to survive for the VAS according to growth of smartphone in the major cities, where are capitalized and higher level of revenue.

3. Games 4. Featured lotto 5. Featured horoscope 6. Lifestyle info 7. Sexy

1. Market condition is changing towards app orientation and freemium.

2. Carriers are focusing on developing platform to promote applications from in-house and freelances.

3. The offer of freemium and collecting revenue from data transfer.

4. VAS is becoming less focus. 5. It is a new direction. Many CPs and carriers

are preparing for fully upcoming 3Gs business. For example, Solution One, and Index Multimedia.

6. A rise of android and smartphone is the key of changes.

N/A

DIAGNOSIS AND PERFORMANCE 2012 – MOBILE APPLICATION

Categories Descriptions

Games Action, arcade, puzzle, card, racing and casual.

Lifestyle and Healthcare Calorie trackers, pedometers, Location-based search, navigation, news & infotainment, photography, travel .

Educations & Reference E-books, language courses, encyclopedias, IQ tests, atlases, other educational aids. .

Multimedia & Entertainment

TV online, radio online, mobile background decoration apps.

Finance & Productivity Currency converters, tax calculators, budget management, mobile banking. Personal management, typing tutorials, document readers, spreadsheets, spell checkers, etc.

Social Networking Facebook, IMs, Tweetie, etc.

Top Mobile Applications

Money Transfer Mobile Search Mobile

Browsing Location-

based Service (LBS)

Mobile Health Monitoring

Mobile Payment

Near Field Commu

Service (NFC) Mobile

Advertising

Mobile Instant Messaging Mobile Music

http://www.cellular-news.com/story/54423.php

http://thumbsup.in.th/2011/11/android-hottest-os/

http://www.smartof.com/newsinfo.asp?id=184

http://www.it24hrs.com/2012/thailand-internet-user-2011/truehits-8/

http://www.it24hrs.com/2012/thailand-internet-user-2011/truehits-9/

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