23/06/2006

SoftHoriZon

Presents

« MobiBlog »

05/31/2006 Amir Haddad/Sungani Samo

Our team

CEO/CFO Amir Haddad

CTO Sungani Samo

05/31/2006 Amir Haddad/Sungani Samo

Education: Ecole Polytechnique Federale de Lausanne - Switzerland – July 2006 Double Masters in Management of Technology & Entrepreneurship

American University in Cairo - Graduated June 2001 Bachelor of Science in Mechanical Engineering

Specialization in Design & Industrial Engineering

Work Experience: EXXONMOBIL EGYPT (October 2001 – October 2005)Terminal Supervisor (Mar 05 – Oct 05)Projects Engineer (Oct 01 – Mar 05)

PECHINEY ALUMINUM OF FRANCEMechanical Engineer (Trainee)Pechiney Cast Plate Facility, Los Angeles, California 90058 USA. June 2000- Sept.2000

Amir Haddad - CEO/CFO

05/31/2006 Amir Haddad/Sungani Samo

Education: Ecole Polytechnique Federale de Lausanne - Switzerland – July 2006 Double Masters in Management of Technology & Entrepreneurship

Eurecom Institute (France) - July 2000 Masters degree in Communications Systems

Work Experience: Condris Technologies (August 2004 – july 2005)Communication systems Engineer (WIFI security)Lausanne

Orange communications SA (January 2000-October 2003)Technical Projects Engineer Lausanne

Sungani Samo - CTO

05/31/2006 Amir Haddad/Sungani Samo

Agenda Vision Introduction Solution Value Chain Opportunity Market Analysis Business Model Financial Plan

05/31/2006 Amir Haddad/Sungani Samo

Vision

“ Imagine if blogs become real-time so that everyone can receive or send information on/from his mobile phone and communicate data with his peers instantaneously”

“ Our goal is to offer the best blog service that ever existed”

05/31/2006 Amir Haddad/Sungani Samo

Introduction The use of blogs has substantially increased during the last three years.

12 millions blogs around the world in 2006

Blogs untill recently consisted mainly of exchange of text (or text files) between member users in realtime.

Blogs’ features include video and podcasts exchanges now: Video Blog.

Blogs’ main purposes: Entertainment (teens’ main use) Teaching (interactive online courses) Collaborative work News

Why wouldn’t video blogs go mobile?

05/31/2006 Amir Haddad/Sungani Samo

Normal versus Mobile Video posting Normal video posting requires:

Recording the video with a DV recorder Transfering the video to your PC Cutting out the clip Converting it into web-friendly format Making a frame grab what the video is

about Upload it to video freindly server

Mobile video posting is more straightforward

It only requires: Shooting the video with your mobile

handset Post it directly from your phone to the

web using a mobile video blog software

05/31/2006 Amir Haddad/Sungani Samo

Motivations for a Mobile video blog solution. 2.5G (GPRS, EDGE) and 3G (UMTS) technologies allow now a

faster transfer of big multimedia files (video, podcasts) over wireless networks.

Improvement of the quality of pictures taken with mobile handsets

Availability of more cutting-edge video and podcasts reading softwares

Benefit to the mobile operator: Increase in data transfers, thus in revenues

Benefit to the mobile subscribers: More flexibility and quicker access to information

05/31/2006 Amir Haddad/Sungani Samo

Value chain

Reshuffle of the mobile communications industry’s value chain

Technology Platform

Developers

Infranstructure Vendors

Standards Bodies

(3G-Forum)

Handset vendors

Contentsuppliers

Content Aggregator

Wireless Application

Service Providers

Mobile Network

Operators

WirelessPortals

(operators)Customers

SoftHorizon Business

05/31/2006 Amir Haddad/Sungani Samo

What do our solution offer? MobiBlog includes the following basic features:

Creation of blog sites Posting of text, video and podcasts into your blog site Posting multiple items at the same time while adding captions to them advertising your posts to whom ever you like

MobiBlog includes the following optional features: Receiving alerts about updates on other blog sites (pre-selected ones) Receiving text, video and podcasts from other blogs (pre-selected ones) Receiving text, video and podcasts on demand Configuring the time of the day and how often you want to receive posts Receiving pre-selected or on demand adds

05/31/2006 Amir Haddad/Sungani Samo

A client-server platform

• The customer needs only to download the MobiBlog client software.

05/31/2006 Amir Haddad/Sungani Samo

Technical characteristics MobiBlog works seamlessly with the most popular 2.5 G and 3G

mobile handsets

MobiBlog can work on either frontal or background mode.

MobiBlog relies on: Emails for posting blogs push options for receiving blogs

MobiBlog interoperates with most of the multimedia content players such as Quicktime, Mediaplayer and Realplayer.

MobiBlog supports not only ‘.3gpp’ format but the most popular video and audio formats such as ‘.mp3’.

05/31/2006 Amir Haddad/Sungani Samo

Market AnalysisThreat of substitutes

(Moderate):•Normal video and podcasts posting solutions

•Other mobile video blogs solutions

Barganing power Of customers

(High):•Mobile infrastructure

•High leverage(value added services)

Rivalry within the industry(Low):

•New technology •Niche market•Small players

•Early mover advantage

Threat of new entrants(Moderate):

•Low entry barriers(needs for either patents or

copyright protections)

•Killer application

Barganing power Of suppliers

(low):•Software programming tools

providers•Content providers

05/31/2006 Amir Haddad/Sungani Samo

Substitutes

Solution Pros Cons

LifeBlog Easy video and podcasts postingMultiple postings with the possibility to add captionsWorks seamlessly with different media players

One way solution (doesn’t permit to receive blogs on your handset)Blogs are conveyed on costly SMS or MMS.

Mobile Podcast Solution (of XAND M@AIL)

Easy video and podcasts receptionWorks seamlessly with different media players and mobile handsets

One way solution (doesn’t permit to post blogs from your handset)Blogs are conveyed on costly SMS or MMS.

05/31/2006 Amir Haddad/Sungani Samo

Competitive advantage Mobiblog encompasses and enhances most of its direct

competitors’ functionalities. Direct competitors offer only one way service (posting or reception) MobiBlog offers both blogs posting and reception.

Few development required for both integration and maintenance in a mobile network.

Less costly since blogs are conveyed through emails and push features rather than SMS or MMS.

Less demandig in terms of radio ressource consumption

05/31/2006 Amir Haddad/Sungani Samo

Who is our customer ?

Advantages for mobile operatorsNew service to customersIncentive for customers to switch to 3GIncrease of SMS traffic and phone callsGood image

All mobile operators

05/31/2006 Amir Haddad/Sungani Samo

Revenue model

We have two main revenue streams: Subscription

5 CHF

Advertisement

05/31/2006 Amir Haddad/Sungani Samo

ResourcesPeople

Financial Management (CFO)

Application designer (CTO)

Software developers (3 employees)

Advertisement (Outsourced)

Capital Investment

CHF 1 M for the 1st year

05/31/2006 Amir Haddad/Sungani Samo

Milestones

Project start Aug 2006

Design of application & functions

Sep 2006

Software ready for testing Dec 2006

File for Patent Dec 2006

Presentation to the first target mobile customer

Jan 2007

First contract Mar 2007

05/31/2006 Amir Haddad/Sungani Samo

Financial Plan

Service Expected # of

subscribers

Average Price (CHF)

Revenue per month

(CHF)

Revenue per year

(CHF)

Expenses (CHF)

EBITDA (CHF)

1 M - 1 M

2007 10,000 5 50 K 0.6 M 0.6 M 0 M

2008 50,000 5 250 K 3 M 1.5 M 1.5 M

2009 300,000 5 1.5 M 18 M 15 M 3 M

2010 2,000,000 5 10 M 120 M 100 M 20 M

2011 5,000,000 5 25 M 250 M 200 M 50 M

05/31/2006 Amir Haddad/Sungani Samo

Financial Plan

Break even in 18 to 22 month

EARNINGS

-10

0

10

20

30

40

50

60

EBITDA

M CHF

Earnings -1 0 1.5 3 20 50

2006 2007 2008 2009 2010 2011

Exit Strategy

IPO in 2011

05/31/2006 Amir Haddad/Sungani Samo

FinancingPlan to give a 25 % stake for 1 M CHF

05/31/2006 Amir Haddad/Sungani Samo

Please feel free to as questions

THANK YOU