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Revenue Growth Through Interactive Services International Mobile Recharge Tuesday, 17th May 2011 Mobile phone recharge is a modern necessity and should be universally and instantly accessible ezetop is delivering the world’s first global platform for transferring mobile phone recharge International recharge is when someone sends a mobile top up (recharge) to someone in another country • Top up is added to prepaid mobile cell phones to allow phone calls and text messages (98+% of phones in the developing world) • International top up is a proven product • Growing fast into Mexico, Central America, Africa, India and others • High penetration now in Jamaica, Haiti, Pakistan and others • 10-13% of the official Diaspora use the service with ezetop Mobile minutes Top Up Load Reload airtime Recharge Cell phone credit Sending Customers Are Actively Searching for Locations to Send From Given: • It goes instantly to the phone, no matter where it is (text to confirm) • Can send a small amount ($3-$50) cheaply and securely • Families can call back whenever • Often cheaper to call from a developing world country -3- Customers jumped to International Top Up after the Haitian earthquake early this year as an immediate way to connect and give support Mobile phone networks partially restored Haiti Earthquake -4- There has been significant investment and operational evaluation of mobile money transfer and this is set to grow • International recharge and mobile/traditional money transfer are not competing services, as international recharge is ONLY airtime • Mobile operators provide a commission on the recharge sent Received Instantly to the Phone Send Small Amounts Cost Effectively Send Large Amounts Cost Effectively Uses existing operator / bank infrastructure Can be turned into Cash Traditional Money Transfer International Mobile Money Transfer Airtime Remittance (International Top-Up) ? -5- ezetop is the largest international and online top-up partner delivering revenue to over 150 mobile operators who serve almost 1bn subscribers -6- Contents • Introduction • Phone to Phone Top Up • Online distribution network • Retail distribution network • Marketing • Appendix -7- With over 150 direct connections to operators worldwide, ezetop can immediately enable International Phone to Phone Top Up 1. Customer sends an SMS/USSD message to a short code to initiate a transaction • For example - “Destination Number*value” to a dedicated short code / long code (standard protocols) 2. The Operator routes all USSD/SMS messages to an ezetop provided URL 3. ezetop completes the international top up transaction • ezetop uses the Operators SMSC to send a confirmation text message and updated balance information (as appropriate) 4. Customers prepaid account is debited • ezetop can do this for the operator in real-time, or the operator can link this to the inbound SMS (step 1 above) -8- There are many reasons why more mobile operators are offering International Phone-to-Phone Top Up today 1 Evidenced customer demand 2 Additional revenue stream 3 Competitive Advantage -9- • Innovative service targeted at the Diaspora communities • Help operators improve subscriber loyalty • Increased subscriber ARPU • Drive incremental revenue from subscribers. • Commission from ezetop and service fees from customers • Offer an innovative new service to subscribers • Differentiate your offering to attract new customers ezetop enables subscribers to top up any other mobile operator abroad. The consumers experience is simple Send Top Up Request SMS to short number 1 Sender Congratulations! <receiver number> has received <amount in recipient currency> e.g. Congratulations! 0040723554432 has received 6 EUR Sample SMS format: <destination phone number> *<top up amount> e.g. 0040723554432 * 5 Confirmation SMS to sender 3 Receiver Top up received with confirmation text Congratulations! <sender number> sent <amount> to your balance e.g. Congratulations! 0034610819066 sent 6 EUR to your balance -10- 2 The relevant mobile operator instantly tops up the phone number and sends a confirmation SMS to the receiver Contents • Introduction • Phone to Phone Top Up • Online distribution network • Retail distribution network • Marketing • Appendix -11- ezetop offers easy to use instant online top-up through www.ezetop.com as well as from widgets across many partner websites www.ezetop.com • Customers send top up instantly • Active presence on social media and internet marketing • Multi-lingual service offering • Multiple payment methods accepted • Manned customer care teams • Many online partner websites also offering recharge into new online communities -12- m.ezetop.com is easily accessible from mobile devices and benefits from a very positive following on social media ezetop.com is accessible on any mobile internet /WAP enabled device ezetop service is very popular on social media “ezetop is amazing” “luv it, fast n easy” “I love it!!!!!!!!!” Source: Facebook – 16/07/2010 -13- ezetop automatically provides an online widget at no cost to turn your website into a revenue generating channel <div> <script type="text/javascript" src= "http://api.partners.ezetop.com/e. ashx?apikey=nr95f7qoa4rwray4qps hzjsc&cy=LK&oc=HS&am p;hideCounryOperator=1"> </script> </div> • Allow people worldwide to recharge each other as well as themselves • No ongoing costs, management or fraud risk • 24 hour ezetop customer care for purchasers • Many payment types supported • Simple to install, just add one line of code to your website -14- ezetop can also provide integration enterprise level online top up solutions for mobile operators • Enterprise Level Solution • Bulletproof proven solution support hundreds of thousands of online customers today • Digicel rolled out the ezetop online top up solution across their 32 countries • Platform handles over 150 currencies • Provides multi-county reporting and customer support interfaces -15- Ezetop online systems have an extensive set of dynamic processes, rules, and limits to manage fraud and provide simple customer experience Transaction Started Dynamically identifies potential fraud and takes appropriate action (proactive) Dynamically handles all identified fraudulent activity at the site (reactive) Fraudulent Accounts -16- Customers monitored by ezetop fraud management team to maximise sales Top Up Sold Instantly Contents • Introduction • Phone to Phone Top Up • Online distribution network • Retail distribution network • Marketing • Appendix -17- Over 250,000 active retail locations are selling ezetop today, including many leading money transfer groups -18- Contents • Introduction • Phone to Phone Top Up • Online distribution network • Retail distribution network • Marketing • Appendix -19- Push Marketing – A chosen selection of offline campaigns, on the ground in the sending countries, and online marketing activities to drive international recharge Offline ezetop Regional Teams, has strong knowledge of senders’ priorities, customs and behaviour. ezetop can activate cost effective campaigns (big or small) in days Online ezetop develops and designs a bespoke online marketing campaign for the operator. ezetop guarantees 100% and forecasts 200% ROI Above the Line (ATL) • Local radio • Local press and magazines • Local TV channels Below the Line (BTL) • Merchandising in stores • Promoting / Info Points at local events • Street marketing • Direct marketing to homes • Store giveaways • Retailer rewards Pay-Per-Click (PPC) • Tailored ads on specific Diaspora websites • Ads placed on Search & Display Networks for maximum coverage • Remarketing to customers Social Media & Blogs • Increasingly successful in targeting specific Diaspora -20- Haiti Pull Marketing – There are several low cost marketing activities which the mobile operator can immediately drive sales volumes with Bonus Airtime This simple direct action, limited to calls within the operator network and to calls within a timeline, drives immediate sales increases SMS Blast To full or segmented prepaid subscriber database that makes and/or receives international calls • Extra airtime given free to receivers on receipt of international top up • Equally successful in both start up and developed markets • Can be used alone or to support and communicate a promotion • A proven means to creating all important word of mouth -21- • Radio / Press / TV • Content on operator’s website and training for Customer Service team • Prize Draws Local Actions Local activities create the need for international top up among potential receivers and explain to them how to request it Contents • Introduction • Phone to Phone Top Up • Online distribution network • Retail distribution network • Marketing • Appendix -22- Appendix - ezetop’s board reflects the requirements of strong global growth Mark Roden – Chairman & Chief Executive Officer Mark Roden was an early director of Esat Telecom, a competitor to the former state-owned telephone company (PTT) in Ireland, eircom plc., responsible for the development of Esat’s commercial division including sales, marketing and customer care which he managed until 1997. In 1995 Esat won the 2nd GSM cellular license in Ireland and listed on NASDAQ in 1997 and was sold to British Telecom plc for $2.4 billion in 2000. In September 2001 Mr. Roden founded easycash, a retail cash ATM operator, which pioneered and lead the development of in-store cash ATMs in Ireland was subsequently acquired in 2004 by the Royal Bank of Scotland. Mr. Roden has an honours degree in Marketing from Trinity College Dublin and an MBA from IMD, Lausanne, Switzerland. David Shackleton – Chief Commercial Officer David worked in management consulting with the Monitor Group in Boston and New York advising companies on new market entry, competitor acquisition and organization restructuring. In recent years, David has worked in Irish consultancy and has carried out market evaluation and strategic planning for several financial services and telecommunication opportunities in Europe, the US and Caribbean. These opportunities were developed on behalf of a Dublin investment group and covered a variety of prepaid financial and mobile phone related products. David’s core expertise lies in product development, market strategy and launch; he holds a Bachelor’s degree in Engineering and in Engineering Science from Trinity College Dublin, Ireland. David Hargaden – Non-Executive Director David Hargaden is a chartered accountant. He was Managing Partner of Hargaden Moor, the leading accountancy firm, from 1992 to 2001. The firm was merged with BDO Simpson Xavier in 2001 where David Hargaden was Senior Partner and Head of Corporate Finance until 2009. David is currently Chief Financial Officer of Calyx Holdings Ltd. David Hargaden is former Non-Executive Chairman of eWare which was sold in 2003. With a wealth of experience in the technology sector, David was a founding Shareholder and Non-Executive Director of Myhome.ie, Irelands leading online property website, which was sold to The Irish Times in 2006. He is currently Non-Executive Director of Cartrawler.com, one of Europe’s leading online car rental companies. Brian Caulfield – Non-Executive Director Brian Caulfield is a Computer Engineering graduate of Trinity College Dublin. In 1992 Brian co-founded Exceptis Technologies where he was CEO and CTO. Exceptis developed dispute management software for the electronic/card payments sector that was sold to blue-chip banking customers in Europe, the United States and Asia. Exceptis was sold to Trintech Group (NASDAQ: TTPA) in November 2000. In February 2001 Brian cofounded Similarity Systems, a business focused data quality management software company, with Garry Moroney. In January 2006, Similarity was acquired by Informatica (NASDAQ: INFA). Brian was also a founder director and shareholder of Prediction Dynamics, which failed in 2004. Brian joined Trinity Venture Capital in June 2002. At TVC Brian sat on the boards of, amongst others, AePONA, ChangingWorlds (sold to Amdocs NYSE: DOX), CR2, and SteelTrace (sold to Compuware - NASDAQ: CPWR). Brian recently completed an assignment as Interim CEO at AePONA, a UK based telecommunications software vendor, having left Trinity Venture Capital in September 2007. Brian is a board member/personal investor in a number of early stage technology companies, including PutPlace, Sentry Wireless, Cibenix, Cicero Networks and Clavis Technology. In November 2007, the Irish Software Association named Brian their Technology Person of the Year. -23- Appendix - ezetop’s services are delivered using our bulletproof proprietary advanced technical infrastructure • All hardware and network infrastructure is n+1 redundant on our private virtualized server environment • 1 Irish Patent Granted - Patent No. S85139; US Patent Pending -24- The data centre is a Tier IV Nexus classified facility. Certifications include NSAI IS999 with all SSAIB approved control systems – including redundancy of at least N + N, CCTV access / egress at all access points and VESDA fire detection with '3 knock' pre-action sprinkler fire suppression • ezetop systems operate in a redundant environment with multiple upstream IP transit partners internationally • A manned 24 hours per day NOC monitors all hardware infrastructure, IP transit and applications • ezetop’s proprietary platform is patented1 Appendix - ezetop builds core service competencies in-house and is a Microsoft certified partner Regulatory & Compliance Industry Associations Tax, Legal & Audit Bankers Software Hardware Online -25-