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Powering the Mobile Internet

Anil Malhotra

May 3, 2006

www.bango.com

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Bango Overview

• Founded 1999 to enable content providers to reach their customers through the mobile internet

• More than 2,000 leading content providers now use Bango to “set up shop” in over 130 countries across 250 carriers

• Partnerships with operators (e.g. Cingular, Vodafone, Proximus, O2, Orange, Telefonica, T-Mobile) to accelerate mobile commerce

• Operate in Düsseldorf, Madrid, Cambridge, San Francisco, New York

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Bango Enables D2C on Mobile Internet

Bango

Off-Portal D2CPromote and engage

directly with phone users

Whole Whole MarketMarket

On-PortalCommercial Relationship with each Mobile Operator

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Providing Customer Choice

                   

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Progre

ss

Europe: Move to an Open Market

Encourage Customer Choice

Ease Payment

OPEN

OPEN

Customer

Heaven

DE

UK

UK

FR

UKDE

US WirelessCarriers

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Europe: Problems with SMS services…..

• Too many print instructions

• Expensive to promote in print

• Complicated user experience

• “How much am I paying??”

• More complaints, more support costs

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Bango Enables Off-Portal “Browse & Buy”

• The “Internet Model” on mobile

• Better user flow than PC:integrated identification and billing

• Adopted by Operator Portals

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What will I End Up Paying?

• Wariness of subscription services

• Flight to trusted brands

• Transition to “WAP Billing”

• Avoids double opt-in requirement (e.g. USA)

• Industry initiatives to regulate PSMS + promote consumer confidence

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Browse and Buy builds Trust

• More pre-buy information

• Opportunity to pre-view (or even pre-listen)

• Supplier brand visible

• Price visible at time of purchase

• User can Cancel

• Ts and Cs can be browsed

• Complaint can be filed from the handset

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Mobile content provider

Mobile User

Billing&

PaymentCollection

Identification& Age

Verification

RevenueTracking

&Audit

Access&

Discovery

PricingRules

Market&

Advertise

Content creation

delivery & hosting

Billing&

Paymentcollection

Identification& Age

Verification

Pricingrevenuetrackingreporting

Support

Access,discovery &promotional

tools

What Bango does for you

OptionOption

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Bango: Automatic global payment

Flexible pricing in multiple currencies

Automatic or manual currency conversions

Native language payment interface

Mobile Operator, PSMS, stored value, credit and debit card, PayPal and other methods are all automatically available

Country code and operator information available (Target package)

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Bango: Multiple payment options

€

$

£

¥P-SMS

User pays to.. Biller pays to.. Bango pays to.. Content provider

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Repeat Spending

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Multiple Purchases Each Visit

Day

Main Download Revenue ($)

Incremental Download Revenue ($)

PercentageExtra

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(free for first day only)

11,420 N/A

2 57,011 7,768 12.70%

3 41,759 6,744 16.04%

4 38,566 3,981 10.32%

5 43,397 5,390 12.40%

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Sample User Spending

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Set prices and monitor results in the Members’ Lounge

Easy monitoring of revenue &

trafficRevenue by day/hour

Easy to manage access to content

& pricing

Tools to help you provide excellent customer service

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Summary of benefits of Bango service

• Immediately engage with massive market opportunity

• Simple integration flexible pricing

• Create a portal-style “Browse and Buy” service

• Eliminate the heavy lifting of dealing with each mobile network

• Pre-integrated billing services to give world-wide payment

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Brands Choose Browse & Buy

• Reach every customer with an internet mobile phone

• Cross-operator, cross-territory

• Same familiar user experience as operator portal

• Trusted by consumers

1995: Brands moved from email -> web

2005: Brands moving from SMS -> Mobile Internet

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Bango

Powering the Direct-to-ConsumerMobile Internet

anil@bango.com

www.bango.com