Application Partner Program Technology Introduction

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1 Application Partner Program Technology Introduction A condensed tutorial on applications in SmartTrust s technical context July 2009 version

2 SmartTrust, your partner in VAS SmartTrust Wib is the world s most widely deployed Dynamic SIM Toolkit (DSTK) interpreter. It provides mobile application developers with the benefits of multiple technologies including DSTK, Java, Cell broadcast, PKI, NFC, USSD, and GPRS. It enables operators to address all subscriber segments with Value Added Services; services that you, as a application partner, can promote and earn money with our help. Smart. Smarter. SmartTrust A proven solution SmartTrust Wib is a DSTK interpreter independent of card vendor for mobile operators. Deployed initially in 1999, it has become the de facto standard for SIM based interpreters. It has the support of a full set of development tools and the SmartTrust Certified program. Available by almost all SIM vendors Mobile application developers take advantage of proven and widely implemented technologies such as Cell Broadcast, USSD and DSTK to create mobile services that can reach a potential customer base of one billion subscribers. All the major SIM vendors have implemented SmartTrust Wib. To date over 115 implementations from 25 SIM vendors have been certified. SmartTrust s market reach We began delivering systems for SIM management in Today networks globally rely upon us to manage subscribers, handsets and access to services. The company is headquartered in Sweden with a regional presence in the United Kingdom, Italy, Singapore, India, Hong Kong, Brazil and the US. By becoming a partner your company will get access to our experience, current global presence and sales force. Tangible benefits Operators are searching for new applications to promote to their subscribers. Operators that have launched services on SmartàLaCarte report revenues up to 5 times more than services only available through SMS and WAP. By introducing applications on an easily accessible menu in the handset, subscribers utilize the services that are convenient and easy to use. No need to get the handset configured, no need to browse for info or for downloading software. Just click and go!

3 The solution behind SmartàLaCarte enables a dynamic menu context to be presented on any GSM handset. The concept uses a card-based, light weight application environment. It provides the user the simplicity of SMS services, the possibility to retrieve information as WAP and to utilize GSM functions like cell positioning. In short, the best of all worlds. "Making services available to any subscriber. Always. Easily" Value proposition to the VAS ecosystem Make it easy The menu is in the handset no need to remember key words, navigate web sites or configure the phone. The subscribers get immediate and always-present access to services without configuration or installation, works from day one and always on-line. The personal menu follows the user when changing handset Available to all - works on all handsets and SIM cards It is a turnkey solution for launching value-added services to the entire subscriber base through a standard SIM, independent of handset model. Services are easily and quickly available via handset menus. And because the operator controls the SIM, it s easy to ensure correct provisioning and that services are available from day one. Immediate access to new services Content and applications can be dynamically fetched and executed on the fly. Services can be changed and new services added on-the-fly. The payload is optimized for size. Service usage After service selection from the menu, the application on the SIM is initiated and sends a request to the application / content provider. The provider returns the information and sends it to the handset through the SmartTrust platform or via another technology such as SMS, USSD, WAP or voice.

4 SmartTrust City The are many opportunities for new income generating applications in vertical industries. Here are some examples of generic services suited for DSTK. What s your idea? Local Transport Convert your current SMS Premium services with hard-toremember codes into a menu-based dynamic services. Rides on the current strong trends of mobile purchasing. Increases transactions by providing an concise and swift purchase menu. Mobile Banking Gives the users a bank in their pocket. Ability to bank securely on the move and to transfer funds right when its needed. Update Services Sometimes the results is what counts. Let the subscriber keep abreast of information of his favorite interest. Self Service Customer Care Make your self service accessible to the subscriber in an elegant and user-friendly way without having to having to promote special codes and service numbers. Provide a an always available storefront to your top-up services. VOTE Voting The SIM technology can be used for secure personal voting. For example, for official ballots, competitions running on TV and Radio or customer preference surveys. What s your idea? There are numerous untapped possibilities for new Value Added Services, you have probably some great ideas that can be realized successfully on DSTK technology.

5 Evaluation of dynamic SIM menus When designing or adopting a service to DSTK, it is useful to match the subscribers needs with the capability of the technology. In the model below you can depict these needs, and what can be realized with a mobile phone using DSTK. If your services fit within the technical boundaries you will succeed with the application! Compare DSTK s features with the users needs Variable 1 Need to remember Does the user have to remember codes, numbers etc in order to perform the service (for example, USSD codes like *123# or short codes in SMS like ADTCKZA. A SIM menu based solution is then preferable as it will display the option in readable text, for instance: Adult Ticket for zone A Variable 2 Need quick transaction Does the user need a quick transaction or will the user prefer to spend time writing text or browsing a webpage? A SIM menu solution is made for speedy transactions: get me that now. Variable 3 Need mobility Does the user need mobility or can they solve the task in another way? A SIM menu based solution is simpler for accessing a mobile service faster and better: I did it with my mobile Variable 4 Need of information Does the user need a lot of information or can the task be resolved with just 2-3 interactions? A SIM menu based solution is made for a lower number of interactions with concise information; WAP and WWW can better cater for demand of rich media. Variable 5 Need positioning Does the user need a quick rough positioning in order to better solve the scope of his query? A SIM menu based solution with automatic positioning can enrich and facilitate the transaction, for example purchasing a ticket or updating of status in communities.

6 The execution of a WIB application When a subscriber selects a menu entry on the handset, Wib is invoked to execute the service chosen by the subscriber. The service can be locally executed on the SIM to perform some task or asked to fetch additional content from the server side of the application. Then the SmartàLaCarte Universal Gateway will request WML instructions using the https protocol from the application server and transfer the answers to the WIB on the SIM card converted into byte-code, also known as wiblets. SmartàLaCarte enables dynamic exchange of data between a content or application provider and the mobile phone. The wiblets are sent and interpreted by the WIB on the SIM card that then orders the execution on DSTK commands on the phone. The Wib concept enables your application to be utilized dynamically by the subscriber. It combines the features of dynamic information over the internet, core GSM network services and handset execution, making it optimal for applications used frequently by the subscriber.

7 Wireless Application Creator - WAC SmartTrust has designed a development tool that enables the developer to write code and test its functionality on the spot. The WAC tool simulates the complete mobile environment including SmartTrust DP, the GSM network, the mobile terminal and the SIM card with SmartTrust Wib. It also enables you to verify your WML code. Download it today, its free! Pushes wiblets for one time execution to the phone. Key features of the WAC: Edit your own WIG WML applications in an editor included in the tool Verify them in a Wib and phone simulator (the WIB Phone) included in the tool Fetch and simulate live WML applications directly from URL addresses on a web server Push WML applications to an existing SmartàLaCarte system for delivery and test on a real phone with Wib.

8 Join our Application Partner Program Join the SmartTrust partner program for application developers and bring your product to hundreds of mobile operators around the world. By partnering with SmartTrust you will have access to our industry insight, development know-how and our marketing and sales resources. Come onboard and exploit the fact that operators are more keen then ever to reach their customers with revenue generating value added services. Let s talk! Share your ideas and questions with us Let s do it! We ll help you create Your application Let s sell it! We ll take you to our customers

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