Natalia da Silva FakhriField Marketing Manager Latin America- Axalto

On Behalf of Oi

Introduction to Oi

Oi is part of TELEMAR group, the biggest Wired-Line Operator in Brazil;

First GSM Operator in Brazil - launched in June, 2002;

Number of subscribers 14 months later: 2,6 million!!!!!!!!!!

Market Split: 75% of Pre Paid users and 25% of Post Paid users.

Brazilian Market

Population in Brazil: 176 million people;

Wireless penetration: around 20% - (36 million)

Brazil

Menu Oi

Menu Oi is a SIM toolkit Menu that delivers to the users hands a universe of applications and content of different categories, such as Entertainment, Information and News.

The 32K SIM Card called ‘Oi Chip’ is based on S@T browsing technology. It was very well accepted by Oi´s customers whom can access “Menu Oi” from any handset;

It means a mix of technology and usability!

Universe of Services in one click!

Menu Oi

Serviços OiOi TorpedoDiversãoAstralDesafioFutebolNoticias

Universe of Services in one click!

Torpedo

o Chat o Ringtones o Jokeso Gossip

Entert.

o Horoscopeo Words of Wisdom o Angel of the dayo Bible

Astro

o Headlineso Weathero Dolar exchange o Stock quotation

News

Oi Services

o Pre Paid Reloado Voice mailo Oi Call Centero Pre Paid/Post Paid Balance

Menu Oi

Version 1

Quiz

Soccer

Menu Oi – Version 2

NEWS!!!!

First Operator in South America to offer Mobile Banking based onS@t pages/ Simbrowsing technology;

First Operator in Brazil to offer “Email” application based on SMS – with no Internet connection;

First Operator to implement Ringtones Search by singer/group name or song title;

User Satisfaction

“Menu Oi” is the perfect combination of what users desire from SMS applications:

•SIMPLE•FRIENDLY•RELEVANT •PERSONAL •UPDATED

Five words that proportionate Oi’s success in the data market!

How simple is “Menu Oi”?

As Simple as That!

The applications menu is written on the SIM Card. It´s standard for 100% of handsets and rate plans!

To access “Menu Oi” services, the user presses ‘Menu’ key and ‘Oi’ key on his handset. Just that!

Oi didn´t advertise “Menu Oi”. 90% of users found “Menu Oi” surfing the handset Menu!

No activation, no monthly fee. The user pays per message.

Killer Applications

Some Examples…

Jokes Gossips Wait....

TOP 10Come as You´re

007

Ringtones SIM Browsing technology

RingtonesFriends

It´s just for you!

Challenge

News Team name?BRAZIL

Soccer

Wait...

Brazil won the World Cup Championship.

Segmented Profiles

“Menu Oi MTV”Menu Oi MTV: specific Menu with content and applications aimed at young people that live in a modern world. •Events for the weekends•Surf championship news•Disk MTV ( interactive ‘voting’ application)•Musical quiz•Love chat, dating and much more…

Torpedo

o Weekend tips o Crush o Chato Gossip o Jokes

Entertain.

o Horoscopeo Name Matches (Numerology)

Astral

o Soccero X Gameso Surf

Sports

o Disk MTV o Dropso Musical Quizo MTV Indicationo New Cd´s and show´s

MTV

OiServices

o Pre Paid Reload o Voice Mailo Call Centero Pre/Post Paid Balance

Menu Oi MTV

o Headlineso Weather

News

“Menu Oi Xuxa”Menu Oi Xuxa: aimed at the fans of the most famous children’s TV presenter, who want to learn new things and have fun! •Virtual pet (Tamagoshi)•Dictionary•Games, Interactive Vote application•MO´s to Xuxa and much more…

o Jokes o Gossipo Chato Virtual Xuxa

XuxaDiverte

o Horoscope for childrenAstro

o Quizo Dictionaryo Curiosity

Get Smart

o To Xuxao To Parenteso To Friends

OiTorpedo

Oi Services

o Pre Paid Balance o Voice Mailo Call Centero Pre Paid Balance

Menu Oi Xuxa

Hang manLetter soup

Games

Figures

The following charts will show the success of Menu Oi and its high performance at Oi.

Menu Oi - Figures

60% of Oi’s subscriber base access SMS services

1,5 million SMS per day, more than 35 million per month, 4 timesmore than the Brazilian market average

Over the air activation of S@T menus, 6 in MTV and 3 in Xuxa profile-usage increase of approximately 40%

Menu Oi - Figures

Menu Oi Service Penetration

19%1%

5%

7%

38%

30% AstrologyBusiness

SportsNews

EntertainmentFree Messages

% Free Messages

8%

92%

Pre-paid Recharge Pre-paid Balance

% Entertainment

26%

23%20%

31%

Jokes Ring Tones Quiz Chat