AMDOCS INTERACTIVE CUSTOMER SUCCESS STORY VODAFONE GLOBAL

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1 AMDOCS INTERACTIVE CUSTOMER SUCCESS STORY VODAFONE GLOBAL Vodafone is committed to delivering innovative and compelling mobile services to all our customers. Amdocs Interactive Personalized Mobile Portal Solution enables us to open up a new exciting world of communication for our customers, bringing personalized news, information and entertainment to their mobile devices. Amdocs Interactive enabled Vodafone to increase Mobile Internet usage, resulting in a data revenue increase of over 20% within 6 months. FERGAL KELLY CTO VODAFONE IRELAND

2 Vodafone Group (Worldwide) Headquarters: Newbury, Berkshire (UK) Website: Number of Employees: 79,000 in 2009 Revenues: US$66.7bn [GB 41bn] FY09 Number of Subscribers: 303m registered proportionate customers & 993m venture customers Stock Exchange/symbol: London & New York, VOD KEY FACTS: Vodafone Group Plc is the world s leading mobile telecommunications company, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States through the Company s subsidiary undertakings, joint ventures, associated undertakings and investments. Global network Equity interests in 27 countries; partner networks in over 40 further countries; 41.6m 3G devices [2009]; 4.5m Vodafone live! with 3G & Vodafone Mobile Connect 3G.GPRS data card services in the Group s associated undertakings (Source: Vodafone website June 2009) CHALLENGE > Increase competitive edge in the mobile marketplace globally > Increase Mobile Internet data usage & data revenues > Improve operational support and mobile portal maintenance productivity > Promote the Vodafone Live! brand and distribute it to as many subscribers as possible > Increase the variety of mobile data services and content for Vodafone Live! users SOLUTION > Amdocs Interactive Personalized Mobile Portal Solution RESULTS > Improved ROI by reducing portal management costs and increasing mobile data usage and revenues > Increased customer usage across a range of content areas > browsing up 28% > ring tone downloads up 14% > TV/movie usage up 29% and games up 36% > Reduced portal administration overheads and provided faster time-to-market with new services CUSTOMER EXPERIENCE BENEFITS > Significantly increased customer satisfaction & reduced customer churn > 32% reduced likelihood to churn > Customer experience interacting with services faster & more enjoyable > Reduced the number of menu clicks customers need to reach desired content > Enabled easier and faster access to relevant content and services AMDOCS INTERACTIVE CUSTOMER SUCCESS STORY EXECUTIVE SUMMARY In 2003, following a two year relationship with Vodafone Ireland during which Amdocs Interactive delivered the world s first ever personalized mobile data service, and a vigorous vendor selection process by Vodafone Global, Amdocs Interactive was selected as the supplier of portal management and personalization for the entire Vodafone Group worldwide. Since then, Amdocs Interactive has delivered sophisticated portal management and advanced personalization for Vodafone Live! across 27 Vodafone Operating Companies and Partner Networks worldwide including: VODAFONE OPCOS Vodafone Australia Vodafone Czech Republic Vodafone Egypt Vodafone Germany Vodafone Greece Vodafone Hungary Vodafone Iceland Vodafone Ireland Vodafone Italy PARTNER NETWORKS Cytamobile LuxGSM Mobilkom Mobiltel Proximus Vodafone Malta Vodafone Netherlands Vodafone New Zealand Vodafone Portugal Vodafone Romania Vodafone Spain Vodafone Turkey Vodafone UK SFR Simobil Swisscom VIPnet Vodacom Amdocs Interactives highly advanced and sophisticated intelligent content discovery solution for mobile portals provides the Vodafone Group with an important solution to deliver relevant mobile data services to their subscribers in order to drive take up of the Mobile Internet and to increase mobile data revenues.

3 REQUIREMENTS Vodafone Global established a range of requirements for its portal management and personalization strategies. Vodafone Global wanted to offer its subscribers: > Reduced click-distance for each individual to desired content > Color portal enrichments to improve navigation and the visual structure of portal pages for each individual > Enhanced usability to help subscribers to access rich mobile data and services more efficiently and therefore spend more time online accessing relevant content > Automatic personalization on the Vodafone Live! portal. Vodafone s motivations for deploying Amdocs Interactive Intelligent Portal Manager were as follows: > To promote the Vodafone Live! brand and distribute it to as many subscribers as possible > To increase the variety of mobile data services and content available to the Vodafone Live! user > To provide a competitive edge in the mobile market place > To increase data usage & data revenues > To improve operational support.

4 THE AMDOCS INTERACTIVE SOLUTION Amdocs Interactive and Vodafone have worked together since 2000, starting when Amdocs Interactive implemented a personalized TV & Cinema Listings guide on Vodafone Ireland s WAP Portal. The success of this service, the world s first mobile data personalization service, led to the implementation of the Amdocs Interactive Personalized Mobile Portal Solution, and an ongoing relationship with the Mobile Data Strategy team in Vodafone Ireland. Following its success in Vodafone Ireland, Amdocs Interactive was selected to supply Vodafone Global with its sophisticated portal management and advanced mobile data personalization solution. PERSONALIZATION > Intelligent Navigation The Amdocs Interactive Intelligent Navigation is a highly advanced portal delivery and personalization solution for Mobile Internet portals. The system enables the delivery of mobile information services that automatically adapt to the browsing habits and navigation preferences of individual users by using Amdocs Interactive patented Intelligent Navigation technology. Vodafone was the first mobile operator worldwide to offer intelligent navigation on its mobile portal. Intelligent Navigation enables Vodafone subscribers to gain true value from their Vodafone Live! mobile portal. The advanced profiling and zeroinput personalization learns their interests and needs automatically as they use the mobile portal and adapts the menu structure accordingly. This reduces click-distance (the number of menu clicks to arrive at desired content) and means that every user enjoys content that is relevant to them and easy to access. The personalization happens automatically and requires no configuration by the end user. This saves time and effort for the end user and the mobile operator, thus increasing customer satisfaction and revenues. > Amdocs Interactive Customer Profiling At the core of the Amdocs Interactive solution is a profiling engine that is capable of capturing unrivalled subscriber intelligence by automatically monitoring the implicit behavior of users online in order to learn rich content preference information and behavioral patterns of individual subscribers and capturing this information with Amdocs Interactive Customer Profiling. Vodafone uses the rich repository of subscriber intelligence provided by Amdocs Interactive Customer Profiling, in combination with the Amdocs Interactive personalization platform, to deliver highly targeted content promotions in a range of different Mobile Internet scenarios, including: automatically adapting the navigation structure of a mobile portal to suit the preferences of individual subscribers; promoting premium content and services; and recommending personalized mobile data services. PORTAL MANAGEMENT Vodafone also uses Amdocs Interactive Portal Menu Manager, an advanced color mobile portal management tool, to manage the Vodafone Live! portal. Amdocs Interactive intuitive multi-portal management tools reduce portal administration overheads and provide faster time-to-market with new services. Amdocs Interactive Portal Menu Manager is a sophisticated client application that enables Vodafone to rapidly develop, update, maintain and publish multiple and multi-lingual mobile portals effectively and efficiently.

5 PROVEN RESULTS Research undertaken by Vodafone has proven that portal personalization has a positive impact on Vodafone KPIs (Key Performance Indicators), driving enhanced ARPU and supporting customer retention. Amdocs Interactive Personalized Mobile Portal Solution has delivered ROI (Return on Investment) benefits to Vodafone by reducing portal management costs while at the same time influencing increases in mobile data usage and revenues through its enhanced usability and personalization benefits. Usage figures suggest customers are more satisfied with their online experience and spend more time accessing relevant content on the mobile portal as a result of Amdocs Interactives personalization. Results have shown that personalization has a positive impact on Vodafone s portal KPIs: > The introduction of personalization drives an increase in portal ARPU with active portal users increasing their usage across a range of content areas: Browsing up 28%, ring tone downloads up 14%, TV/movie usage up 29% and games up 36% > Customer satisfaction and churn are also positively impacted with a proportion of users indicating increased satisfactions (31% of users) and reduced likelihood to churn (32% of users) > The uplift in usage attributable to personalization services has a significant impact on portal revenues. VODAFONE PORTAL PERFORMANCE Amdocs Interactive Intelligent Navigation has driven new incremental browsing and content revenues for Vodafone. Moreover, portal personalization has had a positive impact on customer satisfaction and has reduced churn for active users INDICATIVE INCREMENTAL REVENUE UPLIFT IN GERMANY FROM INTRODUCING INTELLIGENT NAVIGATION BY CONTENT AND CUSTOMER SEGMENT Note: Indicative Annualized Vodafone revenues from Intelligent Navigation in Germany 8.1 APU 39% 6 TEEN 2% BROWSING RINGTONES TV/MOVIES GAMES YAF 59%

6 ABOUT AMDOCS INTERACTIVE Amdocs Interactive offers a complete portal, storefront, commerce, search and advertising platform that allows you to rapidly deploy a more compelling portal and capitalize on content and advertising. What differentiates our platform is our state-of-the-art artificial intelligence technology that personalizes the user experience down to the individual, wherever they browse or consume on the Web. The platform supports all screens, whether you re a mobile operator or offer data or IPTV services. We have deployed our solutions at over 70 operators worldwide and have processed more than $6 billion in content sales for customers to date. We can manage all aspects of your digital services operations and our consultants can help you with everything from your strategic planning to business analysis. Amdocs Interactive is part of the Amdocs CES (customer experience systems) portfolio and serves many of the same BSS/OSS customers. To learn more about Amdocs Interactive, visit us online at ABOUT AMDOCS Amdocs is the market leader in customer experience systems innovation. The company combines business and operational support systems, service delivery platforms, proven services, and deep industry expertise to enable service providers and their customers to do more in the connected world. Amdocs offerings help service providers explore new business models, differentiate through personalized customer experiences, and streamline operations. A global company with revenue of $2.86 billion in fiscal 2009, Amdocs has approximately 17,000 employees and serves customers in more than 60 countries worldwide. For more information, visit Amdocs at THE AMERICAS: ASIA PACIFIC EUROPE, MIDDLE EAST & AFRICA: BRAZIL AUSTRALIA CYPRUS IRELAND SOUTH AFRICA CANADA CHINA CZECH REPUBLIC ISRAEL SPAIN COSTA RICA INDIA FRANCE ITALY SWEDEN MEXICO JAPAN GERMANY NETHERLANDS TURKEY UNITED STATES SINGAPORE HUNGARY POLAND UNITED KINGDOM THAILAND RUSSIA Copyright Amdocs All Rights Reserved. Reproduction or distribution other than for intended purposes is prohibited, without the prior written consent of Amdocs. Amdocs reserves the right to revise this document and to make changes in the content from time to time without notice. Amdocs may make improvements and/or changes to the product(s) and/or programs described in this document any time. The trademarks and service marks of Amdocs, including the Amdocs mark and logo, Ensemble, Enabler, Clarify, Return on Relationship, Intelecable, Collabrent, Intentional Customer Experience, CES, Cramer, Qpass, SigValue, DST Innovis, JacobsRimell, and ChangingWorlds are the exclusive property of Amdocs, and may not be used without permission. All other marks are the property of their respective owners. AI