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* PROPRIETARY AND CONFIDENTIAL *

* PROPRIETARY AND CONFIDENTIAL *. Executive Summary. Our mission: Enable digital publishers and agencies to build, deploy, manage and monetize feature-rich mobile applications in a fast, cost-effective way. Situation: .

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* PROPRIETARY AND CONFIDENTIAL *

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  1. * PROPRIETARY AND CONFIDENTIAL *

  2. Executive Summary Our mission: Enable digital publishers and agencies to build, deploy, manage and monetize feature-rich mobile applications in a fast, cost-effective way. Situation: • Mobile has become a distribution channel that offers an unprecedented level of interaction and connection with users, opening up new paths for monetization. • The development of feature-rich, cross platform mobile applications is still fragmented and a costly, time consuming process. This makes it difficult for most companies to claim their mobile territory. Solution: • Appscend solves this problem by offering an online, cloud-powered dashboard for application deployment and management. This helps our customers save time and, therefore, money by simplifying every step in an application's lifecycle - from rapid development and deployment, to content management, to monetization and analytics. • For individuals, monthly fees start at EUR 29 / month • For Enterprises wholesale packages start at EUR 10.000 / year. • Private beta since May 2011 – Live in July 2011 • Over 200 users signed up currently working on their app – 250 apps currently built • Automatic cross platform integration on all iOS devices ( iPod, iPhone and iPad ) • Turned over 6000 EUR in the first 2 months of trading, while still in private beta. • Currently expanding platform to: Mobile Web-apps, Android apps and Windows Phone 7 apps Status:

  3. Appcend is: An innovative Software as a Service solution empoweringcompaniesto leverage mobile applications by: • Replacing traditional software development with a fast, easy-to-use and powerful interface and markup language for designing and building mobile applications. • Cutting time and cost to a small fraction compared to traditional development. • Offering a complete set of tools that allow customers to better understand their app’s users’ behavior and preferences in order to maximize ROI

  4. The Appscend Platform Includes: Unique and fully-featured applications Innovative design & building tools offer framework versatility into a comprehensive interface for anyone. Our customers’ photos, catalogs, articles, maps, videos and music are just a few clicks away. Total Content Control Cloud based CMS provides out-of-the-box integration with top multimedia content services, social networks and custom APIs ensuring fast, globaldistribution and scalability. Sky High ROI Integrated ad server makes in-app ad distribution easy and efficient. Clients can choose between top ad networks or run their own in-house ads. Premium content subscriptions are also possible using “In-App Purchase” Know your users. Make them count! Social layer enables application users to comment, interact, share and generate their own content. All actions and user profiles are traceable and manageable from within Appcend’s dashboard

  5. Management Team Appcend is the highlight product of a team of three entrepreneurs: Sebastian Vaduva, 25 - Chief Executive Officer Software Engineering & Economic background 4 years of experience in the digital industry Andrei Marinescu – Chief Technical Officer Software Engineering background 7 years of experience in programming Gabriel Dobocan - Chief Software & Product Architect Software Engineering background 7 years of experience in programming

  6. Pricing Model B2C: Monthly Subscription ranging from EUR 29 to EUR 99 EUR 199 one time fee for managed publishing to the App Store EUR 599 fee for managed building process, training and app prototyping B2B: Value Added Resellers (digital publishers, development agencies, marcomagencies) Annual flat fee EUR 5000 White Label Fee EUR 3000 Discounted app packages ranging from EUR 2500 to EUR 10.000 Enterprise Licenses: Annual Flat Fee Ranging from EUR 8.000 – EUR 20.000

  7. Competition • Features similar own markup language and rich apps • Focused on the developer audience • Lacking in management and monetization features • Focused primarily on music industry and celebrities • Rich in features but extremely expensive . • Closed service with upfront payment, addressing different market • Simple to use, but with limited functionality, and design options. • All applications have the same basic structure, layout and features • Not suitable for sophisticated clients or for enterprises • Features an advanced modular platform • No monetization options for the application’s end clients

  8. Achievements to Date • Product Development Achievements: • Operational web dashboard, featuring the Application Builder, the service-integrated mobile CMS, a Push Notifications server, the Social activity tracking panel, a hosted Ad server and streamlined In-App Purchases • Development of system architecture and mobile libraries for all iOS devices (iPod, iPhone, iPad) • Deployment and integration with Amazon Cloud Service, electronic payments and SSL certificates • Business Achievements: • 200 trial signed-up to be among the firsts to access our platform in the first month of our private beta program. • 250 apps started with Appscend by potential customers • Signed deals with one of the biggest retailers in Romania, The national Romanian television and two large local publishersgenerating a turnover in excess ofEUR 6000 • Developing our own network of applications, to set up a secondary revenue stream

  9. Product Roadmap & Sales Forecast • Product Roadmap: • Android application support • Extended social activity component: • Custom login system, user syncronization • In-App activities • Check-in system • Game mechanics integration – points, badges, top users • M-Commerce features, checkout process and payment gateway integration • Smart analytics and mobile marketing intelligence 2011 Objectives: 6000 users 100 paying customers 3. V.A.R Licenses Sold 5Enterprise Licenses Sold 2012 Objectives: 18.000 signed up users 900 paying customers 40 V.A.R licenses sold 20 Enterprise accounts sold

  10. Financial Projections

  11. Capital Requirements and Use of Proceeds Appcend is looking for an investment of EUR. 500.000 for the following use of proceeds: • CAPITAL EXPENDITURES: • Hardware acquisition ……………………… EUR 11.000 • Software acquisition ……………………… EUR 5.000 • WORKING CAPITAL ( over the next 12 months): • Salaries and wages ……………………… EUR 365.000 • Cloud server costs ……………………… EUR 10.000 • Marketing & branding activities ……………………… EUR 130.000 • Business overhead ……………………… EUR 60.000 • Travel and accommodation ……………………… EUR 25.000 CASH RESERVE ……………………… EUR 50.000

  12. Appendix

  13. Dashboard Overviews (1) App management view This is the main application management dashboard, featuring all the tools Appscend provides. Users also get a glimpse at the app activations statistics for the ongoing month.

  14. Dashboard Overviews (2) App builder view Available modules can be combined any way suited in order to achieve the perfect app Each module from the app structure has its own content, layout and functionality settings that are easy to set in place both for iPhone and iPaddevices to achieve the perfect combination. Available modules can be dragged and dropped in order to achieve the perfect app structure

  15. Case Study – Stiri360 • News aggregator app focused on the romanian market • Build in 24h using Appscend • Content from over 20 local news publishers – optimized for mobile, cached and distributed via Amazon’s global CDN • Mobile advertising and In-App purchasing for monetization • Monthly stats: 50k active users, 100k+ sessions, 300k+ page views

  16. Case Study – New York Times • The original NYT iPhone application was replicated in 2 hours using Appscend’sIgniteMarkup language • Our developers had to write only 7 files to do it, with under 300 lines of XML

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