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Celltick Technologies. Interactive Broadcast - a real solution to a real operator’s need. Ran Wellingstein RW@Celltick.com. Outline. Celltick Technology and applications Operator’s trial Objectives Results Conclusions Commercial potential Business case. Company Profile.

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Interactive Broadcast - a real solution to a real operator’s need


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    1. Celltick Technologies Interactive Broadcast - a real solutionto a real operator’s need Ran Wellingstein RW@Celltick.com

    2. Outline • Celltick • Technology and applications • Operator’s trial • Objectives • Results • Conclusions • Commercial potential • Business case

    3. Company Profile • Founded March 2000 • HQ in Israel, offices in Europe (UK & Denmark) and APAC • Publicized installations • BT Cellnet, Orange IL • Active in standardization bodies

    4. Key Partners Content Providers Handsets & Infrastructure Integrators / Resellers • SIM Vendors

    5. Operators focus on content and value added services VAS are expected to be the industry’s growth engine

    6. More Services !!! How to promote VAS usage ? Content and Value Added Services Manager

    7. JOB SE JOB B JOB G JOB W JOB P JOB SEC JOB M JOB CS JOB D JOB DEAL PH DEAL PTA DEAL PJ DEAL PB DEAL RH DEAL RTA DEAL RJ DEAL RB DEAL CH DEAL CTA DEAL CJ DEAL CB DEAL MILGA H MILGA U MILGA C MILGA OL MILGA P MILGA EVENTS TYPE H TYPE TA TYPE J TARGUM H TARGUM TA TARGUM J More Services ! ? BHOT BPARTY BGUEST_DJה רפסמ BDJ BFIRST_רמז רפסמ BONTOP BTIP BVOTE BIN BCLOSE BU99FM Horoscope GDI DLI DAGIM TALE SHOR TEOMIM SARTAN ARIE BETULA MOZNAIM AKRAB KASHAT ATRAFHOT ATRAFTA ATRAFJ ATRAFN ATRAFS FILM TV1 TV2 TV3 TV4 TV5 TV6 TV8 YES1 YES2 YES3 YESP YTV E P E S E TALK WTTA WTHA WTJE WTEI WTJA WTAU WTFE WTCH WTUK WTSC WTEU1 WTEU2 WTUS1 WTUS2 SKI SKII SKIA SKIS SKIF WTBS RATE RATE US B B W MDD MDD P MDD US MDD EU MDD AS TIK Youngsters Business SPORT TOTO NBA SAL GOL GOL W SHABAT LOTO BILL NEW Weather BONOP BONOR BONOTA BONOTA_( 1,2,3,4 ) BONON_1 BONON_2 BONON_3 BONON_L BONOPO Entertainment Sports NEWS NEWS W NIN ISRAEL There are so many of themand usage is still very thin Content and Value Added Services Manager News Students

    8. Cost of Education • Takes a huge amount of money and timeto educate customers how to use services VAS Usage BarriersWhy doesn’t everybody use them ? • Fact: Most content and value added services revenues do not cover promotion expenses

    9. Services usually take large number of key strokes • Every key-stroke reduces the use by 50% VAS Usage BarriersWhy doesn’t everybody use them ? • User interface is cumbersome • Icon [by SMS] - 12 clicks • Horoscope [by SMS] – 15 clicks • Horoscope [WAP] – 6 clicks and 3 min navigation

    10. Users need to take initiative • Consumers like to stay as passive as possible VAS Usage BarriersWhy doesn’t everybody use them ? • The highest barrier of all – very few services justify the hassle in getting them…

    11. Cost of Education • Takes a huge amount of money and timeto educate customers how to use services • Services usually take large number of key strokes • Every key-stroke reduces the use by 50% • Users need to take initiative • Consumers like to stay as passive as possible VAS Usage BarriersHow many will cross these barriers ?

    12. 15-18% use data services VAS business is thindue to usage barriers Masses use voice onlyand MO SMS

    13. The key to increaseVAS business is ingetting morepeople to use them !!!

    14. Cost of Education • Takes a huge amount of money and timeto educate customers how to use services • Services usually take large number of key strokes • Every key-stroke reduces the use by 50% • Users need to take initiative • Consumers like to stay as passive as possible VAS Usage BarriersWhy doesn’t everybody use them ? On-screen interactive channel Only 2 Clicks Reaction

    15. VAS Usage BarriersCelltick removes them ! On-screen interactive channel enabling VAS consumption by Only 2 Clicks Reaction

    16. How does it work ? Interactive Broadcast Technology - enable VAS consumption in only2 CLICKS REACTION

    17. User Experience(1) Stimulate the User • Continuous • Automatic • No activation • No Configuration • No annoying beeps • No menu navigation • No memory management • Real time • Location based Orange offers you more… Get it now! 100 tickets left for Bayern München-FC Köln at 20:00 The National Trivia Game is about to start. Click now 2 Join Every evening on this screen 18:00 Horoscope 19:00 VIP News Local Temperature -8°C but rain could set in later. Get prepared… Streaming Content…

    18. User Experience(1) Stimulate the user(2) Generate Revenues 2nd click… Generates VAS usage Call booking agent WAP the full story Get Bayern Logo Place your bet Tell a friend 100 tickets left for Bayern München-FC Köln at 20:00 2nd click initiates a call to number embedded in message 2nd click launches browser at embedded WML address 2nd click launches browser at embedded WAP address 2nd click prompts the user to enter a destination number, for forwarding the message (viral effect) 2nd click sends SMS ‘bayern icon’ to server. Server sends back bayern icon First click… Menu opens immediately No need to know, remember or enter service parameters

    19. Hottest Icons ! Get them now !!! Scooter Bomb Scorpion Next Message SMS icon_bomb to #999 Icons

    20. Sex and the City The coolestringtone in town ! Download now ! Next Message Download now ! SMS ring_1115 to #999 Ringtones

    21. Yes No Next Message SMS poll15_n to server 58% thought thatthe UK should usethe Euro. Thanks for your participation Live Polls Should the UK give up the British pound and go for the Euro?

    22. Next Message Play Now ! Call *975to service IVR Heavy rains areexpected tomorrow. Get prepared Next Message Listen to forecast Call *567to weather IVR Voice Services Who wants to be amillionaire ? Play now and win A million !

    23. MMS A message is broadcast;appears on the handset’s screen. Can’t get enough of Madonna? Hottest Icons ! Get them now !!!

    24. MMS Next Message VideoAudioPics Next Message Hottest Icons ! Get them now !!!

    25. MMS Next MessageVideoAudioPics Hottest Icons ! Get them now !!! Audio

    26. MMS MMS Request Sent

    27. MMS MMS Received Open it ?

    28. MMS Next MessageVideoAudioPics Hottest Icons ! Get them now !!! Pictures

    29. MMS MMS Request Sent

    30. MMS MMS Received Open it ?

    31. MMS Can’t get enough of Madonna? Hottest Icons ! Get them now !!!

    32. Content Management and Streaming Server BSC Easy deployment on operators’ network Reaction generates regular interactive Voice/SMS/WAP (paid service) MediaManagerr SMSC c c c STK application handles display and user reaction WAP Gateway GSM Gateway/CBC GSM/GPRS Network Teasers over broadcast channel (free of charge)

    33. Celltick boosts usage of new and existing services Short term revenues ! Content and Value Added Services Manager

    34. The Need and the Solution • Our customer: The content and value added services manager • The need: Tons of money were invested in creating and promoting different VAS, but still VAS don’t deliver the business expected • Our solution: By removing the barriers of usage Celltick can generate the thought business from content and value added services