Hello TV

SFR Presentation

January 2012

1focused brand

3 key customer segments - operators, OEMs and brands

10+ years of content & mobile marketing experience

500+ people with a global presence in 6 continents and 15 offices

250,000,000+ transactions processed each month on our platforms

Lumata is…

Our story … history and milestones

In early 2000, Buongiorno began building its B2C & B2B businesses, with an initial focus on

mobile content delivery for operators and direct to consumers

By 2004, the B2B division had expanded to focus on serving brands, advertisers and publishers

within the growing mobile marketing and advertising space

By 2010, the B2B division had built a strong position, with a mobile marketing business and

leadership in operator loyalty & CRM programmes, and a track record of innovation in the OEM

sector with socially-enabled content platforms and messaging platforms

In November 2011, Lumata was unveiled as a partnership between Francisco Partners, a

technology-focused Private Equity investor with 70% ownership, and Buongiorno SpA with 30%

The new entity combines Buongiorno’s B2B divisions under one brand to better serve our

customers and to take advantage of growing opportunities in connected devices convergence

and mobile marketing sectors

• Connected TV Trends

• Connected TV Opportunities

• HelloTV

• Vision

•SmartStream

• Concept

• Video

• Why HelloTV

• for consumers

• for SFR

Contents …

The way we use the internet has changed

01/ Social media is driving content discovery

02// Apps have increased quality of service and personalization

The way we find content has changed

01// Quest for Relevance

02// Curation

“More data generated in the next 4 years than in the history of the world”* Source: “The 24hour customer” Adrian C Ott

Information overload…

Apps v Browsers

Content Feeds

“As web access gets embedded into more and more physical

objects –– the browser becomes an

interstitial interference rather an enabler. The object itself takes

over the presentation and control….”Adam Richardson, The Next Web contributor, Author – “Innovation X”

The fall of the browser…

…the rise of alternative media

Only 30% of people who buy an iPhone

application use it the day after it was

purchased

source: Pinch Media

The problem with the Apps model…

01// TV programming is (slowly) evolving

02// The companion device is taking over the living room

TV has been left behind…

TV programming is evolving...

Traditional

Editorial

Programming

Evolution

Personalised

Programming

Your TV at home

& on-the-go

Current

Flexible

programming

Trending User activity while watching TV

Sharing with friends

what is on TVSearching related

information

Social Networking

Browsing internet for TV Related content

Browsing internet for info Related to TV commercials

Yahoo / Nielsen Nov 2010 – Base : 5313 US Mobile Internet users

Impact of companion...

TV evolution is creating new opportunities...

o Differentiation from

competition through

increased engagement

Monetization opportunitiesUser Activity While Viewing

Personalised Programming

• Personalised based on likes,

behaviour (passive/active),

recommendation from

friends

• At Home & On-the-go

TV evolution is creating new opportunities...

o Differentiation from

competition through

increased engagement

Monetization opportunitiesUser Activity While Viewing

Discover related information

o Increased sales of related

content

(e.g. other episodes)

TV evolution is creating new opportunities...

o Differentiation from

competition through

increased engagement

Monetization opportunitiesUser Activity While Viewing

Share with friends

o Increased sales of related

content

(e.g. other episodes)

o Increased volume and

accuracy of user

behaviour data

o Targeted Advertising

A unique and personal experience…

Smart• Delivers a

personalised programming

• Learns from user behaviour

Social• Share with

friends

• Discover content based on recommendation

Connected• Aggregates

content form multiple sources

• Seamless across devices

High level overview…

on Television on Tableton

Smartphoneon PC

Social

DiscoverySocial

Validation

Smart

EngineSharing

Curated

discovery

Agregation

Social & Favourite Web feeds

TV Channels + On-demand

Powerful Platforms…

SmartStream

ContentRelevance

Engine

SmartStream…relevance engine – personalise, prioritise, recommend

S o u r c e

U s e r D a t a

Reviews Product Catalogue Social Feeds, RSS, etc Application Store

Social NetworksKeywords Purchase history Geo LocationBrowsing history

SmartStream Core

User topicpreferences

Decay Trending topicsSmart Map

source rankingRelated Posts

NLP keyword extraction &

language support

Recommendation engine VS. Smartream

Features Recommendationengine

SmartStreamRelevance Engine

Contextual recommendation Yes Yes

Personalised by user Yes Yes

Social interactions No Yes

Management of trends No Yes

Language detection according to content

No Yes

Keyword weight No Yes

Unstructured data processing No Yes

Short form data processing No Yes

OOBE/user profile Smart Connected Social

OOBE / Default account

& Avatar creation

Smart exploration with

“Watch now”

Web discovery channel Like

Living room &

individual account

Smart EPG Add new feeds Invite a friend

Web smart streaming Companion devices

Control interaction

Social discovery

Related content (Web

Video)

Companion devices

Related content

Related content (TV

Program)

Companion devices

Watch later & Remind

me

Hello TV user propositions...

Advanced user Traditional user For bothLine callout

caption

HelloTV: OOBE, living room account & user profile creation...

Accessible and intuitive OOBE to create user profiles and define user video taste,

associated to the living-room standard account

Living Room account (default) –no account creation

Choose what you like watching the most

Enjoy immediately personalized TV

content

Choose an avatar (Woman, Man, girl, boy)

& name

Choose what you like watching the most

Activate your mood filtering

Enjoy immediately personalized TV

content

Link your social network and see what

your friends are watching

HelloTV: Living room = user A + user B + ?

Living Room “WatchNow”

SmartStream for Living Room

TV content for Tom & Jenny

Web content for Tom & Jenny

Facebook “common” web video

Jenny “WatchNow”

SmartStream for Jenny

All TV content for Jenny

All Web content for Jenny

Facebook

Tom “WatchNow”

SmartStream for Tom

All TV content for Tom

All Web content for Tom

Facebook, Twitter, Myspace

HelloTV: Control & Regulation of content

Content Control Filters

Broadcast TV

content

• Available to all profiles without restriction.

• May be prioritised to viewer preferences for channel order

Web video content • Available to all subject to regulations

• “Parental Control” to restrict age limited content & channels

• Living Room common profile provides blended content

• Individual profile provides personalised content

Social interactions Available for individual profiles

“Parental Control” allows restrictions to be applied

Content Rights Manages premium content distribution rights/restrictions

HelloTV: “WatchNow” smart exploration

Your immediate personalised programming including both TV and Web

video content for the next couple of minutes

Watch The Devil wears Prada on E4 in 5

minutes

Watch Pointless on BBC one now!

Watch this web video from YouTube

The Devil wears Prada details (channel, time, description)

Social layer with friends

WatchNow / TV guide / Web video

menu

HelloTV: Smart EPG

Broadcast TV: Personalised programming with Smart EPG and advanced

filters (trending, popular and friends)

TV programming for Living Room

account

Advanced EPG with filter by friends

Popular EPG filter

Number of likes on FaceBook

Number of watchers

HelloTV: Web Smart channel and video streaming

Traditional user: Get curated web content from selected sources

Web video sectionWeb video filters

(relevance/timeline/popularity)

Web video channels with curated sources

Web video content from FaceBook

Friend filter

Your personalizedchannels

Add/edit button

Your best friendsalso watched…

Advanced user: Stream web videos (from Social Network or RSS feeds) into

personalised HelloTV Channel

No more dead bits: webvideos are played one

after the other

Web video (playing) on

HelloTV Channel

User can also choose to skip one video and play

another one directly

HelloTV: Related content for Web video (TV & tablet)

HelloTV learns from your behaviour (and also what your friends like)

with SmartStream so it can suggest the most appropriate TV programs &

Web videos on your devices

Web video (playing) on HelloTV Channel

Related Content window

Related Content window on the

companion device

WatchNow/EPG/Web video

HelloTV: Related content for Broadcast TV

Intuitive UX so that user can surf to previous / next channel and move

to related content / displayed on separated page

Reduced window of current TV channel

Smart TV personalized programming

Contextual recommendation

What is next on the same channel (EPG)

Easy to surf from one channel to another for

traditional users

Get access tomore programs

(next slide)

Selected TV program

HelloTV: Web channel discover new content

Discover and follow new web channel and feeds, access featured or

recommended video channels, expand your horizons and opportunity for

serendipityThe list of Channels

Tom is followingRecommended

Channels

Featured Channels

SFR Club video

HelloTV on Companions: Control interaction

Play selected web video, TV Program, Paid TV from your

companion devices directly on your TV

Use of companion devices to interact with HelloTV such as immediate

launch of a video

HelloTV on Companions: WatchLater

On your Smartphone, click the WatchLater button

On your PC, click theWatchLater button

On your TV, in your sofa, get access to your saved

video1 3

2

HelloTV on Companions: Remind me

A TV program you do not want to miss? Click reminder button and get

notification on your companion screen few minutes before it starts.

Contextual recommendation

Remind button

Detailed page of content + metadata

HelloTV: Social interaction “Like”/ “invite”

Play trailer on YouTube

Go on SFR Home landing page

And also invite your friends to watch a TV show ... and start a chat?

HelloTV user proposition / Social discovery

See what your friends are watching & discover new content

(TV program, VOD, Web videos, RSS)

EPG filtered by friends

Social Discovery with what Giles

liked

What Giles watched

HelloTV Video...

What should I

watch next,

TV is boring?

What are all

these apps

about ?

Too many

menus! I’m lost!

Personalised Programming based on :• Me or my household tastes• My friends activity• My moods

All the content I care about at my fingertips! • Unified interface for TV and online content• Easy to navigate• Easy to control with my companion device

Share the experience with my friends• Interact• See what my friends are up to • Get their recommendations What’s that

TV series

Giles told me

about ?

It’s my turn

to watch TV!

Individual or combined profiles to suit every TV experience in the home

HelloTV consumer benefits...

Engaging user, not interrupting

• Increased retention

• Drives content consumption & usage

• Increased revenue opportunities

Captivating the user

• Relevance creates stickiness, re-capture viewing to TV

• Personal unified experience extends across devices

• Rich content experience from start

• Targeted to traditional & advanced SFR users

HelloTV SFR benefits...

Differentiating

• Differentiate your products, increase the customer base

• Increases customer satisfaction and loyalty

• Drive awareness of your service through Social Media

Project development methodology & next steps

1.1Articulate

Vision

1.2 Identify Market

Niche

1.3Define Concept

Offering

2.1Competitor

Analysis

2.2Market Analysis

2.3Concept Review

2.4Product

Definition

3.1Project Initiation

3.2Project Product

Definition

3.3Project

Management

3.4Product testing

4.1Service

Operation

4.2CRM and Marketing

4.3Business

Intelligence

4.4Product

Evolution

Concept Product Delivery Growth

1.4Develop

Prototype

We are here Next step

LUMATA

www.lumata.com

Appendix

Lumata Connected Devices Expertise...

Creating an End-to-End Service for DifferentiationWe make innovative software that enables our clients to differentiate their

devices or services from competition, extend their brand and attract more

customers than ever.

Lumata Clients

The Connected Devices team works closely with globally recognised

hardware manufacturers and service providers, on strategic services

across TV, Tablet, Smartphone and PC.

Our clients trust our innovative solutions thanks to a battle-tested

product development process that allows us to iteratively prove

concepts and analyse user behaviour

The Components...

SmartStream

ContentRelevance

Engine

LUMATA

www.lumata.com