12/04/23 05:24 AMConfidential Slide 1

O2 Litmus @ MWC2010Paul Golding (@pgolding)

(NOT a marketing person! NOT really an operator person either – whoops!)

February 2010

12/04/23 05:24 AMConfidential Slide 2

Updated 18 Jan 2007Community (mindshare)

Updated 18 Jan 2007

Updated 18 Jan 2007

12/04/23 05:24 AMConfidential Slide 6

Updated 18 Jan 2007

Connected Power

• Litmus already has >7,000 recruited O2 UK customers

• Experiment | insights | research | fans | early-2-market

• O2 steps out of the way

• Developers paid in days not months (but NOT an app store)

Updated 18 Jan 2007Slide 8

Cool | connected = FAN power:Thematic API collaboration – connecting customers to developers via themesto create fans!(e.g. Music, Sports, Clubs, Film, Non-profit…)

Updated 18 Jan 2007

•Short term… API innovation•Expose more “cool | cash power” – e.g. billing

Updated 18 Jan 2007

Usual fragmentation groan…

20,000 + handsets

25 + OSes

750 Operators

Figures from Alan Quayle: http://www.alanquayle.com/

But how many “web app” platforms (> GAMEY)?

Updated 18 Jan 2007

Linked Data

“Smeared” Data Spaces

Web 3.0

Micro-formats

Platform/context fragmentation: OPPORTUNITY…

Slide 11

Location Identity

Activities Preferences

FriendsTrust

•“Contextual Infrastructure” – an innovation opportunity for operators…

•A new “Connected brands” infrastructure built in software

•WE ARE ONLY AT THE VERY BEGINNING…

•But needs a whole new mindset… and open innovation

•Support developers to support YOU in building the future (Litmus way)

Updated 18 Jan 2007

Get involved…

www.o2litmus.co.uk

@jamesparton

@o2_litmus

Or follow

@pgolding