2013 Smart TV Alliance, Inc. May 2013

2013 Smart TV Alliance, Inc. May 2013

Opportunity Statement Opportunity Realization Current & Future Activities Call To Action 2

Limitations that exist in the Smart TV industry have hampered natural development of an ecosystem seen in other industries New Market Smart TV recently introduced Compared to other Smart devices, smaller install base to work with Maker A Fragmented Market Different platforms used by different TV makers divide the market into even smaller addressable markets for developers Difficult for app developers to be productive time and cost wasted on coding, porting, testing for different platforms No productive ecosystem in Smart TV 3

By aligning on Web apps, Smart TV Alliance aims to create an ecosystem that partners can build together regardless of their platforms Partner A Native Web Flash Others Native Flash Others Partner B Web Native Partner C Web Flash Others Native (HTML5 Flash Others + Audio, Video) Native Web Ajax Others Native Ajax Others Need to align on Web specs even since different partners use different engines, specs, etc. Align on Web specs (HTML5) and on audio and video specs (DRM, Codec, Streaming, etc.) 4

Smart TV Alliance brings together CE makers, application developers, content providers, and software & technology providers around a common vision and technical foundation for Smart TV application development By working in an equitable and neutral forum, Smart TV Alliance participants will find reduced time and cost for application development, as well as the ability to collectively educate and grow the market for smart TV applications and solutions 5

Incorporated under the appropriate umbrella Incorporated as a non-profit organization and provides platform for productive participation and discussion Organized for mutual benefit of members Independent and vendor-neutral Open to any organization that can add value Membership structure one member, one vote Members can participate and contribute in various Alliance work groups, special committees and activities Corporation manages key deliverables and assets: SDK s, reference implementation, whitepapers, etc. Intellectual property provisions for deliverables Website management, trademarks, logos Uniform processes and procedures to generate deliverables 6

Is Is Not Governance / Nature Multi-stakeholder entity led by focused industry participants Pure standards-setting body e.g., W3C, IEEE, IEC, ISO, etc. Membership Open to all CE makers, software & technology providers, application developers, and content providers Centered around any one player or organization Development Greenfield approach that begins with market requirements and ends with a platform-neutral SDK Attempt to force-fit an existing design onto an industry 7

Members from different sectors of the Smart TV industry can contribute and build together a healthy and productive ecosystem Content & Apps Software & Technology We need to Content and apps developed on common environment Provide common development environment Ecosystem Quality apps & content that deliver consistent experience across different devices HTML5 Codec IDE DRM Emulator Members can provide Quality and quantity of apps & content Tools and tech solutions for environment CP s & App Developers S/W & Tech Providers Install Base Provide large enough install base Smart TV s & devices to expand install base CE Makers 8

Current focus is on defining specifications and getting SDK out In addition, future focus will include ways to enable a more complete ecosystem Current Potential Future Define common specifications that are supported by devices from member CE manufacturers Develop SDK Provide SDK reference implementation Developer outreach programs Provide integrated QA Provide test suites and certification program Liaise with standards bodies (W3C, etc.) to maximize effectiveness in the market 9

Smart TV Alliance launched on June 20, 2012 Smart TV Alliance welcomes opportunities to work with additional members from all relevant areas of the Smart TV industry Shape and influence the initial direction and deliverables of the Alliance Identify and engage with additional Alliance participants to maximize market impact Get additional marketing exposure Gain early access to specifications and implementations 10

The Alliance invites those members with the right to do so to submit IP IP is typically submitted through a written statement of work accepted by the organization Any IP developed under this statement of work is by definition subject to the organization s licensing terms established by the Alliance s Board Ownership of the IP always remains with the submitter The organization has no obligation to include licensed material in any deliverables Submitters are required to disclose any Claims or Patents included in any submissions they make If IP is included in an Alliance deliverable, the submitter is required to grant to each of the other members that want one, a nonexclusive, nontransferable, license to use, sell, promote or otherwise distribute a resulting implementation the IP they contributed with reasonable and non-discriminatory terms 12

Quarterly Schedule Q2 2012 Q3 2012 Q4 2012 1H 2013 2H 2013 Jun 20 Aug 31 Dec Jan 8 Sep Dec Official Launch IFA 2012 CES 2013 IFA 2013 CES 2014 Market- Facing Press Release - Launch - New Members - v2.0 Specs Press Release Press Release Press Release - New Members - v2.0 Demo - New Members - v3.0 Specs Developer Forum Technical SDK v1.1 Release SDK v2.0 Spec Release SDK v2.0 Release SDK v3.0 Spec Release SDK v3.0 Release

FAQ About Smart TV Alliance 1. How is the Smart TV Alliance organized, i.e. legally structured? The Smart TV Alliance Inc. is a non-profit, non-stock organization, incorporated in the State of Delaware, USA, according to Section 501(c)(6) of the International Revenue Code of 1986. 2. Where is the organization based? The principal office of the Alliance is located at 2400 Camino Ramon, Suite 375, San Ramon, County of Contra Costa, State of California. 2. Who are the directors? Board members? Current board directors are LG Electronics, TP Vision and Toshiba.

FAQ Become a Member 1. Membership Level The two levels of membership are: Sponsor Membership and Contributor Membership The benefits enable different levels of participation, organizational leadership roles, marketing opportunities, and certification abilities. These different benefits allow an organization to choose the membership level that best matches its strategy and objectives. Benefit Eligible for Election to the Board of Directors Initiate Work Groups or Committees Approve Final Deliverables Approve Operating Budget Chair Committees and/or Work Groups Participation and Vote in Committees Participate and Vote in Work Groups Access Draft Deliverables Access Final Deliverables Certify Compliant Products and Utilize Logo Participation in press articles & interviews Use of Alliance and/or Certification Logo Access to members only website Participation in general or annual meetings Receive member communications Sponsor Contributor

FAQ Become a Member 2. How to Join To join the Smart TV Alliance as a Contributor, you will need to: 1. Complete the Membership Agreement in full and have it signed by an authorized employee of your company. 2. Complete the Online Membership Application. 3. Email, fax or send the completed and signed membership agreement to the address below: Smart TV Alliance Membership Services 2400 Camino Ramon, Suite 375 San Ramon, CA 94583 Fax: +1.925.275.6691 help@smarttv-alliance.org If you would like to find out more about becoming a Smart TV Alliance Member, please fill out our Member Interest Registration Form* on website and we will contact you. *http://www.smarttv-alliance.org/contact/memberinterestbrregistrationform.aspx 16

FAQ For Developers 1. How much support will developers get from the Alliance? Developers will receive elaborate documentation and information on the latest Smart TV Alliance specifications and SDK. They will also have the ability to ask questions. Specific questions on the supported Smart TV platforms can be found on the Smart TV makers developer websites. 2. Do the partners need to register and pay for the SDK? The SDK can be downloaded free of charge and needs the party to agree with the SDK download terms of use which are on the Smart TV Alliance website. 3. Are there different levels such as gold partners? Platinum partners? With different support levels? No, all developers are equal and have the same rights and privileges.

FAQ For Developers 4. How to download SDK The Smart TV Alliance SDK consists of the following parts: - Manual - Other documentation regarding the Smart TV Alliance ecosystem: guidelines and requirements, API reference and platform specification - SDK software, a package for one of the supported operating systems - Example Apps, which show a wide range of possibilities The SDK runs on the following platforms: - Windows XP, Windows Vista, Windows 7 - Mac OS X 10.5+ (X86/AMD64 only) - Ubuntu 10+ - Linux (generic) 18 For more information, and to download the SDK, please register on website www.smarttv-alliance.org.

FAQ For Developers 5. How will the solutions be tested on the platform? Will there be a certification from the Alliance? Once applications are built using the Smart TV Alliance SDK, the party needs to submit the application with each member individually. Al the information for App submission can be found on the website, including references to the support Smart TV Makers developer websites. 6. How does this initiative relate to other standards? The Smart TV Alliance will not develop its own or new standards, but only chooses and profiles technologies already available and/or standardized elsewhere. 7. Other standards for connect TV exist (HbbTV, OIPF, ITU). SMT only adds to the confusion We see a logical link between several of these technologies, each aimed at different segments of the app developer market and providing complementary user experiences OIPF: managed networks, guaranteed picture quality and high standards of operations and reliability HbbTV: focus to extend the broadcast experience to interactive and multiscreen experiences, while also adding video and other OTT based services The Smart TV Alliance now creates a platform for the highly innovative group of app developers that,so far,focused on PC, tablet and smartphone Our overall aim is to create and maintain a common core between these standards, where OIPF may be more at the standard setting side, while latest innovation can be quickly adapted by STA