TURIN May 25, 2009

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61% of the world's population owns a mobile phone (4mld and 100
million people) (source: United Nations 2009)

92% of young people worldwide have a mobile (source: United Nations

2009)

Number of SIM in Europe: 152% (source: EU report, March 08)

Just in Italy, the number of young who use advanced features on their
mobile are 72.5%

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The mobile penetration rate in the UAE now stands at 193%, according
to figures released by the countrys telecoms regulator. The figure is up
from 182% in September last year, and it suggests that the UAE has the

highest mobile penetration rate in the Middle East. (source : itp.net may
12, 2009)

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Source: David Kelly PhD research in Information System 2008

The iPhone has increased mobile internet consumption by a factor of 13 times

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The US mobile Internet audience (over the age of 13) is about evenly split between
those over the age of 35 (48 percent) and those under the age of 35 (52 percent).
Additionally, there are approximately as many teenagers using the mobile Internet
as there are persons over the age of 55 (5.1 million persons age 1317 and 4.4
million persons 55 and older).
Source: Nielsenmobile.com 2008

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The audience was still slightly more male than female56% of Mobile
Internet users are male and 44% are female.

The male bias of mobile Internet use is consistent across markets and is
most pronounced in Germany, where 75% of mobile Internet users are
male.

Source: Nielsenmobile.com 2008

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In general, Internet users in European markets is inclinated more male

than those in the US: 66% of mobile Internet users in the UK and Spain
are male while in France and Italy they are 63% . In Brazil, Russia, India
and China, as well, males are more likely than females to browse the

mobile Internet.

Source: Nielsenmobile.com 2008

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The

mobile

Internet

audience

is

not,

as

some

expect,

overly

concentrated in high-income households, either.

While 24 percent of all mobile Internet users have household incomes of

$100,000 or more, approximately the same portion of mobile Internet
users have a household income of under $50,000 (26 percent).

Source: Nielsenmobile.com 2008

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Growth of UK Mobile Internet and PC-based

Internet:2008
Unique Audience (millions)

Unique Audience % Growth

Source: Nielsen Online. E.g. from Q2 Q3 the number of Britons active on Mobile Internet increased by 25% from 5.8 to 7.3 million

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15+ UK Unique Audience Composition for Mobile

Internet and PC-based Internet

Source: Nielsen Online, Q3 2008. E.g. 16% of Britons aged 15+ active on PC-based Internet are aged 15-24 years old

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Unique Audience size figures (to go with % figures in main part of release).

Audience Composition (millions) for Mobile and PCbased Internet

E.g. on average 1.8 million Britons aged 15-24 accessed the mobile Internet each month in Q3, 2008

Mobile
Internet

PC-based
Internet

15 - 24

1.8

5.1

25 - 34

1.9

6.8

35 - 44

1.6

7.2

45 - 54

1.0

5.8

55+

0.9

7.2

Age Group

Source: Nielsen Online, UK, Q3 2008.

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Internet Usage Habits among Smartphone Subscribers in

Europe
Percent of Subscribers
Internet Service Accessed via Phone
Any news of information via browser
Accessed web search
Watched any mobile TV and/or video
Accessed a social networking site or blog

Listened to music on mobile phone

iPhone

Smartphone

Market

84.8%

58.2%

13.1%

58.6%

37.0%

6.1%

30.9%

14.2%

4.6%

49.7%

19.4%

4.2%

74.1%

27.9%

6.7%

Source: comScore M:Metrics, MobiLens

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Most Popular UK Mobile Internet Sites and corresponding PC-based

Internet figures (% Reach)
E.g. on average 24% of Britons active on Mobile Internet visited BBC News through their mobile phone each month in Q3, 2008.

Source: Nielsen Online, UK, Q3 2008.

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While carrier portals (also referred to

as decks) provide users with links to
specific websites, most mobile Internet
users actively seek out websites to
visit.

40 percent of mobile Internet users

say they find the sites through search
engines, 22 percent say they type in
the URL directly (underscoring the
importance of mobile optimized or
redirected sites) and 18 percent say
they find the sites

Source: Nielsen Online, September 08

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On the mobile Internet, categories such as search, news, weather and sports
perform well, as expected, but emerging mobile categories such as social
networking and banking are attracting sizeable and growing audiences.

Portals, with brands such as Yahoo! and Google, were the most popular category of
mobile websites as of May 2008.

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36 million unique mobile Internet users (89 percent of the mobile Internet
audience) accessed portals over the mobile Internet.

Email is the next most visited category with 26 million unique users in May 2008

(65 percent of the mobile Internet audience).

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DIGITAL CONTENTS

Digital content is any content that may be distributed on digital media

and transported by communications networks

In the future digital contents will be 90% of total contents

Digital contents are videos, applications, wallpapers, ringtones, photos,

games, widgets, texts, MMS, mobile tv, communities, voip, p2p..

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MOBILE COMMERCE

Source: OPA Europe

Through content received via Mobile such as alerts or warnings you are
involved into M-commerce

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Source: OPA Europe

Mobile advertising drives visits to sites and shops, and increases

the desire for product information

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Users want to receive mobile advertising in exchange for free access to

mobile content favorites

Source: OPA Europe

Source: OPA Europe

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