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- 2. MONEY
TALKS
AN OVERVIEW, of , a mobile
money services suite.
Notice
This
document
is
provided
in
confidence.
The
receiver
is
not
authorized
to
release
it
to
a
third
party
except
within
his
organization
for
purposes
of
review.
Disclaimer
This
document
is
not
an
offering
circular
and
has
not
been
released
in
collaboration
with,
or
approved
by,
any
governmental
or
regulatory
authority.
This
document
has
been
prepared
by
Fourth
Screen
Incorporated
ApS.
and
circulated
to
a
number
of
prospective
partners.
The
purpose
of
this
document
is
to
provide
preliminary
information
about
the
Company’s
products
and
services,
in
order
to
assist
in
deciding
whether
to
proceed
working
with
the
Company
or
not.
Each
recipient
acknowledges
that
this
document
will
be
used
solely
for
such
purpose.
Each
person
receiving
this
document
expressly
acknowledges
having
read
and
acknowledged
the
content
of
this
Disclaimer.
This
document
was
last
edited
February
19,
2009.
2
© 2009 Fourth Screen Incorporated ApS
© 2009 Fourth Screen Incorporated ApS.
- 4. INTRODUCTION.
Fourth
Screen
Inc.
ApS
is
a
technology
company
established
in
late
2005,
focused
on
the
development
of
services
and
media
for
the
mobile
market.
The
company
originally
focused
on
three
key
areas:
Licensing
and
development
of
mobile
video
content
The
development
of
a
flash
memory‐based
mobile
content
distribution
platform
The
development
of
an
advertising‐supported
content
delivery
platform
for
mobile
content
Fourth
Screen
has
partnered
with
key
players
in
the
mobile
sector,
including
Nokia,
Dangaard
Telecomm,
and
Kingston
Technologies.
On
the
content
side,
the
company
has
worked
with,
among
others,
the
BBC,
Zentropa,
and
mobile
operator
Telia
Sonera.
As
the
Company
developed
its
knowledge
and
experience
within
the
mobile
services
market,
it
identified
a
great
business
opportunity
for
the
development
of
a
mobile‐based
system
to
facilitate
mobile
money
transfers.
Over
the
course
of
2008,
the
company
further
developed
this
idea
working
with
a
number
of
key
partners
to
develop
a
mobile
payment
platform,
which
we
call
.
The
technology
platform
behind
is
being
developed
after
the
experiences
of
a
product
team
with
an
average
of
5
years
developing
and
implementing
mobile
payment
solutions.
The
platform
itself
supports
all
mobile
networks
and
handsets,
and
incorporates
the
highest
security
standards
in
the
industry.
‘s
platform
is
meant
to
be
an
open
service
built
to
appeal
to
mobile
operators,
users,
banks,
money
traders,
and
other
commercial
partners
looking
for
a
Mobile
Money
Transfer
&
Payments
Platform
(MMT
&
MPP).
More
importantly,
the
company
sees
the
product
as
a
tool
with
vast
potential
in
helping
expand
financial
and
mobile
services
to
a
large
number
of
people
who
today
are
marginalized
to
these
and
the
benefits
that
they
can
provide.
It
is
the
firm
conviction
of
Fourth
Screen
that
can
become
a
highly
profitable
business
and
social
development
innovator,
by
building
a
simple,
elegant
solution
that
can
put
the
power
of
money
into
the
hands
of
millions
of
people
today.
4
© 2009 Fourth Screen Incorporated ApS
- 9.
IT’S IN YOUR POCKET.
I
n
2009
mobile
phones
are
everywhere.
Inside
your
pocket,
your
spouse’s
purse,
in
your
child’s
(or
nephew’s)
hand.
And
here
is
the
interesting
part.
They
are
trully
ubiqutous.
Unlike
other
gadgets,
mobile
phones
are
used
by
everyone
and
transcend
the
normal
barriers
of
class,
geography,
and
culture.
They
are
used
everywhere
where
people
are
found.
From
the
largest
metropolis,
to
the
most
remote
villages,
people
use
their
mobile
phones
like
no
other
device
before
or
since.
© 2009 Fourth Screen Incorporated ApS.
9
- 10.
ALL THUMBS.
I
s
not
overrated;
quite
the
contrary:
In
the
mobile
space
it
is
crucial
for
success.
©© 2009 Fourth Screen Incorporated ApS.
2009 Fourth Screen Incorporated ApS.
10
- 11.
R
egardless
of
the
constant
additions
of
functions
such
as
cameras,
GPS,
music
players
and
other
developments
geared
towards
turning
them
into
the
Swiss
Army
Knife
of
modern
devices,
studies
have
found
that
mobile
phones
are
mostly
used
for
two
things:
talk
and
text.
But
overwhelmingly,
phones
are
used
to
text.
Every
minute,
every
hour,
everyday.
People…
text.
© 2009 Fourth Screen Incorporated ApS.
© 2009 Fourth Screen Incorporated ApS.
11
- 12.
© 2009 Fourth Screen Incorporated ApS.
12
- 13.
© 2009 Fourth Screen Incorporated ApS.
13
- 15.
With
txtMoney,
you
can:
1. Send
and
receive
money
from
to
any
mobile
phone.
Anywhere.
2. Use
a
“mobile
wallet”
to
“top
up”
services
and
accounts
used
on
a
regular
basis
(like
utilities,
phone
card,
insurance,
and
many
others).
3. Be
used
for
branchless,
mobile
banking,
meaning
you
can
make
balance
inquiries,
obtain
statements,
transfer
monies
between
accounts,
and
much
more.
© 2009 Fourth Screen Incorporated ApS.
15
- 16.
MOBILE REMITTANCES.
A
s
the
most
profitable
m‐money
service
available,
remittances,1
are
key
to
realizing
the
potential
of
txtMone
.
Recognizing
this,
the
service
will
be
marketed
and
supported
through
a
network
of
partners
such
as
remittance
services,
mobile
agents,
Money
Transfer
Operators
(MTOs),
Micro
Finance
Insdtitutions
(MFIs),
and
other
business
targeting
migrant
workers
and
the
under
banked.2
The
partner
network
will
be
used
to
sign
customers
into
the
service
as
per
international
remittance
regulations.
Once
a
customer
is
signed
in
into
txtMon’
,
sending
money
anywhere
within
the
network
is
not
complicated.
After
signing
up
for
an
account,
all
it
takes
is
for
a
customer
to
send
a
text
message.
And
the
money
is
transferred
handset‐to‐handset.
Anywhere
in
the
world.
Instantly.3
© 2009 Fourth Screen Incorporated ApS.
16
- 17.
© 2009 Fourth Screen Incorporated ApS.
17
- 18.
TOP IT UP.
© 2009 Fourth Screen Incorporated ApS.
18
- 19.
T
he
funds
available
through
txtMoney
‘s
mobile
wallet
system
can
easily
be
used
for
replenishing
or
“top
up,”
credit
to
any
account
subscribed
to
the
system.4
This
feature
is
particularly
attractive
to
the
under
banked
and
for
people
of
limited
means
and
in
remote
areas
who
can
avoid
wasted
time,
transport
costs,
security
risks,
and
other
existing
hindrances
in
the
payment
of
many
basic
services5.
Naturally,
the
system
can
be
used
for
all
forms
of
payment
of
services
to
anyone
with
a
mobile
phone.
© 2009 Fourth Screen Incorporated ApS.
19
- 20.
BRANCHLESS BANKING.
With
tMoney
‘s
mobile
wallet,
customers
will
be
able
to
check
balances,
transfer
funds,
or
make
payments
from
a
mobile
phone
using
a
text‐based
solution
which
avoids
common
challenges
such
as
multiple
menu’s
that
add
complexity
to
the
service,
OS
development
and
signature,
and
adapting
to
various
screen
sizes
and
resolutions.6
Money
‘s
platform
is
designed
to
work
under
several
multi‐language
modules,
and
to
marketed
to
reach
the
un‐
banked
(or
under
banked)
masses
in
the
developing
world,
where
distance,
cost
of
transportation,
and
security
have
contributed
to
marginalize
millions
from
acces
to
financial
services.7
© 2009 Fourth Screen Incorporated ApS.
20
- 21.
Your
balance
is
US$29.
Thank
you.
txtMoney
© 2009 Fourth Screen Incorporated ApS.
21
- 22.
BUSINESS MODEL.
T
he
product
is
being
developed
as
a
branded
service
suite
that
can
be
sold
as
a
stand
alone
mobile
remittance
service
(through
scratch
cards
and
top
up
terminals
such
as
cashiers
at
convenience
stores),
or
as
a
mobile
service
that
“powers”
m‐money
remittances
to
MTO
partners
in
the
market.
The
service
will
be
initially
marketed
to
migrants
in
the
US
as
an
alternative
mode
to
other
remittance
services
already
in
the
market.
Signup
of
customers
into
the
system
will
be
done
through
a
network
of
agents
that
are
already
selling
remittance
and
mobile
services
and
subscriptions.
A
FEE
WILL
BE
COLLECTED
PER
REMITTANCE,
WITH
A
PART
OF
THAT
FEE
BEING
PAID
to
the
agents
for
signing
up
customers
into
the
service.
After
signature
into
the
system,
payment/
transfer/
currency
exchange
will
take
effect
via
the
use
of
existing
service
providers
for
such
services.
At
pay
out
points,
txtMoney
will
use
the
existing
network
of
payout
points
available
through
the
service
provider’s
network.
In
addition,
working
with
MFI’s
and
in
concert
with
service
providers
requiring
regular
payment
collection
(utilities,
telephone,
schooling)
txtMoney
will
encourage
the
use
of
its
m‐wallet
for
payment
and
purchase
of
goods
and
services.
COLLECTING
A
FEE
PER
TRANSACTION
FOR
THE
SERVICE.
© 2009 Fourth Screen Incorporated ApS.
22
- 23.
STRATEGY.
Key
to
develop
the
product
will
be
the
alliance
with
partners
with
a
stated
interest
in
servicing
the
under
banked,
as
well
as
working
with
companies
looking
to
extend
their
service
offerings
to
new
market
segments.
Also
of
note
is
the
fact
that
the
current
economic
crisis
and
the
significant
shrinkage
of
investment
in
IT
by
private
enterprise,
8
which
in
itself
opens
great
opportunities
for
the
marketing
and
developing
of
a
branded
service
for
mobile
financial
services.
On
this
vein,
the
company
also
plans
to
exploit
the
sell
of
WHITE
LABEL
systems
based
on
our
platform
for
customers
searching
to
drive
their
own
mobile
payment
services.
All
of
the
alliances
underlined
here
are
being
developed
with
an
eye
towards
partners
with
existing
distribution/
marketing
infrastructures
within
the
target
market.
The
company
has
selected
the
US/
México
and
LatAm
corridors
as
its
first
target
region
for
the
product.
© 2009 Fourth Screen Incorporated ApS.
23
- 24.
POTENTIAL PARTNERS.
The
company
has
identified
and
been
in contact
with
a
number
of
key
partners:
Bancomer
Transfer
Services
(BTS).
A
company
of
BBVA
USA,
the
leading
company
in
the
money
transfer
and
consignment
of
money
business
from
the
United
States
to
México.
BBVA
distribution
agreements
for
its
services
with
hundreds
of
institutions,
among
them
Wells
Fargo,
MoneyGram,
and
the
United
States
Postal
Service.
In
2008,
BTS
processed
more
than
45%
of
the
money
consignments
from
the
United
States
to
México.
cruz/kravetz:IDEAS.
and
Terry
Soto.
Cruz/kravetz:
IDEAS
is
an
independent
agency
focusing
on
the
US
Hispanic
market.
It
offers
expert
brand
planning,
creative
development,
media
buying,
sales
promotion,
public
relations,
and
direct
response.
Terry
Soto
is
President
and
CEO
of
About
Marketing
Solutions,
Inc.
(AMS),
a
California‐based
management‐consulting
firm
also
specialized
in
the
U.S.
Hispanic
market.
Prior
to
founding
About
Marketing
Solutions,
Terry
was
Managing
Partner
at
cruz/kravetz:IDEAS,
where
for
over
eight
years
she
managed
clients
such
as
Harris
Bank,
MoneyGram,
Kraft
Foods,
Campbell
Soup
Company,
El
Pollo
Loco,
Lincoln‐
Mercury,
Mexicana
Airlines,
Pennzoil
Motor
Oil
and
others.
cruz/kravetz:IDEAS
and
Terry
Soto
were
instrumental
in
developing
and
implementing
the
marketing
strategy
used
by
BTS
which
resulted
in
it
becoming
the
dominant
player
in
the
US
remittances
market.
Inter
American
Development
Bank
(IASB):
The
IDB
provides
solutions
to
development
challenges
in
26
countries
of
Latin
America
and
the
Caribbean,
partnering
with
governments,
companies
and
civil
society
organizations.
The
IDB
lends
money
and
provides
grants.
It
also
offers
research,
advice
and
technical
assistance
to
improve
key
areas
like
education,
poverty
reduction
and
agriculture.
Our
clients
range
from
central
governments
to
city
authorities
and
small
businesses.
The
Bank
also
has
an
established
fund
for
investment
in
the
development
of
mobile
banking.
© 2009 Fourth Screen Incorporated ApS.
24
- 25.
Consultative
Group
to
Assist
the
Poor
(CGAP).
CGAP
is
an
independent
policy
and
research
center
dedicated
to
advancing
financial
access
for
the
world's
poor.
It
is
supported
by
over
30
development
agencies
and
private
foundations
who
share
a
common
mission
to
alleviate
poverty.
Housed
at
the
World
Bank,
CGAP
provides
market
intelligence,
promotes
standards,
develops
innovative
solutions
and
offers
advisory
services
to
governments,
microfinance
providers,
donors,
and
investors.
The
Bill
&
Melinda
Gates
Foundation.
Leading
global
philanthropic
foundation,
which
recently
announced
a
fund
to
promote/
finance
M‐
banking
solutions
to
the
poor.
The
Global
System
for
Mobile
Communications
Association
(GSMA).The
GSMA
represents
the
interests
of
the
worldwide
mobile
communications
industry.
Spanning
219
countries,
the
GSMA
unites
more
than
750
of
the
world’s
mobile
operators,
as
well
as
200
companies
in
the
broader
mobile
ecosystem,
including
handset
makers,
software
companies,
equipment
providers,
Internet
companies,
and
media
and
entertainment
organizations.
The
GSMA
has
established
a
Mobile
Money
Transfer
(MMT)
program
to
promote
standards,
leverage,
and
develop
mobile
technologies
to
use
for
money
transfer
and
mobile
money
services.
© 2009 Fourth Screen Incorporated ApS.
25
- 26.
THANK YOU
For
more
information,
please
contact:
Eduardo
Celis
Media
Director
Fourth
Screen
Inc.
Aps
Amerikavej
12,
1.tv
1756
Kbh
V
Denmark
fourth_screen@hotmail.com
ed@mplus‐store.com
mobile:
+45
23446160
skype:
ecrojo
txtMoney
is
a
globally
scalable,
mobile
money
service
suite
which
works
on
any
mobile
phone
using
any
mobile
network.
© 2009 Fourth Screen Incorporated ApS.
26
- 27.
REFERENCE ARTICLES.
A
number
of
articles,
white
papers
and
publications
have
been
used
in
the
development
of
the
concepts
behind
this
document.
The
articles,
in
full
are
posted
on‐line
here.
Special
credit
for
key
information
and
material
used
as
a
refference
and
as
confirmation
of
the
concepts
developed
herein
go
to:
Ignacio
Mas
and
Kabir
Kumar
of
the
Technology
program
at
CGAP.
As
well
as
Robert
W.
Meins,
of
the
IDB.
Important
Notice:
All
trademarks,
refference
data,
logos,
and
other
copyrights
remain
the
property
of
their
respective
owners
and
are
being
used
or
posted
as
refferenced
materials
only.
27
© 2009 Fourth Screen Incorporated ApS.
- 29.
END NOTES
1
Remittances
are
one
of
the
most
expensive
(from
the
customer
side)
money
services
available.
Highly
profitable
for
the
business
involved,
they
have
suffered
a
significant
reduction
in
recent
fees.
However,
the
World
Bank
estimates
that
further
reduction
in
fees
and
costs
could
dramatically,
increase
volume
and
profitability
for
remittances.
2
Target
Market
&
Strategic
Partners.
At
it’s
basic
level,
txtMoney
can
be
seen
as
a
service
developed
to
provide
a
key
basic
service
to
millions
of
“under
banked”
people.
While
the
solution
will
differentiate
itself
from
other
services
by
reducing
costs
at
a
significant
market
(a
fact
which
recent
reports
from
GSM
and
CGAP
underline
as
crucial
for
the
system
to
succeed),
the
strategy
is
to
grow
the
service
through
attracting
the
under
banked
to
the
use
of
its
mobile
wallet
suite.
For
more
details
of
partners,
see
pages
24,
25
for
more.
3
“Instant
transfer”
in
terms
of
the
product
(remittances,
balance,
inquiries,
etc),
largely
depends
on
network/
service
provider
settings,
as
well
as
individual
arrangements
with
MTO’s
and
payment
processors,
however,
the
system
processes
the
transaction
in
seconds,
and
in
the
vast
majority
of
cases,
the
transactions
take
less
than
a
minute
to
process.
4
Payment
of
Services
via
mwallet.
Basically
any
service
that
accepts
payment
via
credit
card
or
banking
systems
the
world
over
can
be
processed
via
txtMoney’s
m‐wallet.
A
key
idea
here
is
the
assimilation
of
as
many
business
and
services
into
accepting
and
promoting
the
mobile
platform,
which
should
not
be
very
difficult,
as
there
are
many
advantages
to
payment
recipients
to
use
the
service
over
other
alternatives.
5
Transport,
Security,
and
other
issues
faced
by
the
“under
banked”
and
millions
of
citizens
in
the
developed
world
are
a
result
of
structural
and
social
considerations
that
do
not
exist
in
the
developed
world.
For
example,
in
Mexico
bands
of
criminals,
working
with
inside
men,
are
known
to
hit
banks
and
individuals
for
robbery
as
they
make
their
way
out
of
a
bank,
or
from
receiving
cash
from
remittances.
In
addition,
access
points
to
ATM,
banks,
and
public
service
offices
are
limited
and
remote
to
many
through
out
Latin
America.
A
mobile
wallet
solution
can
go
a
long
way
in
diminishing
many
of
these
obstacles
and
dangers
to
the
average
customer.
6
TXT
based
solution
vs.
Software
of
SIMM
based
alternative.
In
contrast
from
PCs,
where
there
is
one
dominant
operating
system
(Windows
OS),
mobile
platforms
are
far
more
complicated.
There
are
many
mobile
OSs
in
the
market
today:
Symbian,
iPhone
OS,
RIM
(blackberry),
Windows
Media,
Palm
OS,
Linux,
and
J2ME,
but
to
name
a
few
leading
platforms.
In
addition,
while
some
recent
reports
project
that
by
2010
there
will
be
over
2.1
billion
PCs
in
the
market,
there
are
3.1
billion
mobile
phones
out
in
the
market
today.
So
faced
with
that
scale
of
a
challenge,
the
best
alternative
is
to
develop
an
application
run
and
made
for
texting,
which
uses
a
universal
technological
thread,
regardless
of
mobile
OS.
The
same
argument
works
against
SIM
card
based
solutions,
in‐phone
resident
applications,
and
carrier
exclusive
(or
handset
exclusive)
applications.
7
Virtual
Access.
As
noted
previously,
many
inherent
factors
of
life
in
the
countries
of
the
Southern
hemisphere,
are
real
hindrances
for
large
segments
of
their
populations.
Providing
a
virtual
space
from
where
people
can
access
their
money
is
a
key
advantage
that
m‐banking
has
over
other
technologies.
8
Investment
in
IT
by
the
private
segment
has
been
reduced
dramatically
over
the
last
two
quarters.
This
drop
has
been
dramatic
in
the
banking
segment,
which
showed
its
biggest
drop
in
the
past
year
in
a
decade.
29
© 2009 Fourth Screen Incorporated ApS
