The New Swiss ChocolatePresentation – September, 2010

Trading History

Chicken Gold coins Credit card ...Mobile phone

The Shopping World at your fingertips

o Become the Visa or Mastercard of the new mobile world

by replacing credit cards with a mobile payment system.

o Become a key local/regional player in mobile advertising

with unique targeting and profiling opportunities.

o Reinvent the existing approach to loyalty programmes.

o Become one of the leading platforms for mobile shopping

with unique trading targeting and profiling opportunities.

A Simple Idea:

Target Consumers and Companies

End customers Companies

Lifestyle PeopleAge: 18-30

Gadget FreakAge: 18-55

MAWWMarried & Working WomenAge: 25-40

DINKDouble Income

No KidsAge: 25-40

Micro CompaniesBakeries, hairdressers,restaurants

SMEsMid-sized

Retail chains

Large CorporatesRetail (food and non-food), FSI,Telco, gas stations, cosmetics

Potential of target groups:

850 000*Expected registrations (Sep–Dec)

Basic: 85 000Premium: 8000

*Smart phone users universe in CH 2010: 1.8mn

Potential of target groups:

250 000*Expected registrations (Sep–Dec)

Basic: 2500*First estimate based on CH industry

Business idea: Where Consumer needs meet Retailer‘s Objectives

New ClientAcquisition

Up & CrossSelling

Loyalty

Info / Search Buy Loyalty

Cu

sto

mer

sC

om

pan

ies

Mobile Shopping

Vanilla Video

Purchasing Made Simple

Get the coupon

- Valid coupons with secure pin codes

At the cashier

- One coupon pertransaction

- Authorization process 3. seconds

After scanning coupon is valid for transaction, then „trashed“

2. Enter Pin

- Codes encrypted

- As safe a a credit card

1. Start the App

- Barcodes automatically tailored via App

- Automatic update of account balance

3. Scan Barcode

- Barcodes can work without mobile network

- Transaction possible offline

o Aligns clients‘ interests

with retailers‘ goals

o Comprises the entire value chain

o Unique customer insights

o Strong mobile community

o Marketing power of a leading publishing house in the startup phase

o New advertising channels and opportunities

USPs and key Success Factors

USPs Key Success Factors

o Sufficient smartphonepenetration

o Time-to-market in B2B and B2C

o Integrated approach

o Existing and solid business model

o Exponential growth in paid service offering

o Leveraging the trend in mobile device developments

o Using the suprise momentum

Key Succes Factor: Changing Mentality

Main Revenue Growth Drivers

Key Accounts (large companies) SMEs

Consumers

• Boost new member acquisition (build market leader position)

• Grow number of places (POS) of acceptance

• Generate transaction volume and advertising revenues

• Vanilla offer: Package Media Partner or Cooperation – CHF 150k – 250k p a

• Comprehensive area coverage in terms of acceptance

• Usability for clients• Generate big volumes• Vanilla offer: Standard package (CHF

150/month, 2 years commitment)• Vanilla offer: eCommerce integration on

Vanilla shop, CHF 12 000 p a

• POS visibility• Advertising enticement• On-site traffic (Online and App)• Word of Mouth• Ranking iTune store• Leverage key accounts• Integrated w/ Facebook/ other communities• Basic service free, Premium CHF 100 p a

Main Revenue Streams

Ringier Media Family

Blick Family Schweizer Illustrierte Scout 24 Cash.ch L‘Hebdo, L‘illustre

Marketing visuals

Organization

CEO

CMO CCO

AssistanteCommerce

CTO COO

3 Key AccountR&D

Support

Number of registered users

Number registered Users0

5000

10000

15000

20000

25000

30000

1235 1544 1855 19352568

3215 3500

4800 5000

8000

12500

18000

22000

25000

28000

30000

Week 37Week 38Week 39Week 40Week 41Week 42Week 43Week 44Week 45Week 46Week 47Week 48Week 49Week 50Week 51Week 52

Number of Apps Downloads

Number of Apps Downloads0

5000

10000

15000

20000

25000

30000

35000

2500

38504365

5269

6859

8655

10000

1200012500

15000

18000

22000

2500026000

30000

35000

Week 37Week 38Week 39Week 40Week 41Week 42Week 43Week 44Week 45Week 46Week 47Week 48Week 49Week 50Week 51Week 52

Number of Transactions

Number of Transactions0

5000

10000

15000

20000

25000

30000

25 38 55 89 125 180 250 350 5001000

5000

10000

15000

18000

25000

30000

Week 37Week 38Week 39Week 40Week 41Week 42Week 43Week 44Week 45Week 46Week 47Week 48Week 49Week 50Week 51Week 52

Number of Participating POS

Number of Participating POS0

100

200

300

400

500

600

700

800

259285

322 322 328 330

400 410 415 420

450

490

560

680700

750

Week 37Week 38Week 39Week 40Week 41Week 42Week 43Week 44Week 45Week 46Week 47Week 48Week 49Week 50Week 51Week 52

Number of Offerings on Vanilla

Number of Offerings on Vanilla0

500

1000

1500

2000

2500

856

952 985

820

10211081

1250

1350

1480 15001560

16801750

1850

1950

2100

Week 37Week 38Week 39Week 40Week 41Week 42Week 43Week 44Week 45Week 46Week 47Week 48Week 49Week 50Week 51Week 52

All figures together

Numbe

r reg

ister

ed U

sers

Numbe

r of A

pps

Downlo

ads

Numbe

r of T

rans

actio

ns

Numbe

r of P

artic

ipatin

g PO

S

Numbe

r of O

fferin

gs o

n Van

illa0

5000

10000

15000

20000

25000

30000

35000

Week 37Week 38Week 39Week 40Week 41Week 42Week 43Week 44Week 45Week 46Week 47Week 48Week 49Week 50Week 51Week 52

Next Goal

More Information

o Vanilla Movie: http://dl.dropbox.com/u/10558601/Vanilla_EN.mov

o www.vanilla.ch

o www.ringier.ch

o Contact:

Christian Moos, christian.moos ringier.ch

Bela Papp, bela.papp ringier.ch