A unique proposal from Zap Fi with relevant insights and learnings.

1. (Big) Data Monetisation via Mobile Marketing April 23rd 2014

2. © ZapFi International S.A. www.zapfi.com Q1/2014
Setting the Scene
Tom Cruise in “The Minority Report” - the Year is 2054

3. © ZapFi International S.A. www.zapfi.com Q1/2014
Four Topics
(I) Trends
(II) Mobile
Marketing
(III) Privacy
(IV) Case Study
“Companies must recognize that
the mobile revolution is more
than just an additional sales
channel or one more place to
advertise. The ultimate impact of
this global phenomenon called
“mobile” will be bigger than the
impact of television or the
personal computer. It is
everywhere, it is personal, and it
is always on.”
!
Extract from “The Third Screen”
by Chuck Martin

4. Thank You
ZapFi International SA
Route de Mersch, 79
L-7432 Gosseldange
Luxembourg
!
www.zapfi.com
(I) Trends

5. © ZapFi International S.A. www.zapfi.com Q1/2014
Market Trend 1: Mobile Data
By 2016 there will be 5x more
Wi-Fi than cellular data traffic...
Source: KPCB - Mary Meeker
Internet Trends - May 2013
Smartphone:
Explosive Growth …
Source: Hetting Consulting 2014
4G subscribers use 100% more Wi-Fi
than 3G subscribers …
Source: Devicescape Q3/2013

6. © ZapFi International S.A. www.zapfi.com Q1/2014
Market Trend 2: Mobile Marketing
Study Confirms Smartphones Now #1 Screen in US, Beating TV
% of total
Source: Gartner - January 2014
Mobile Marketing:
Explosive Growth …
Source: Millward Brown - March 17th 2014

7. © ZapFi International S.A. www.zapfi.com Q1/2014
Market Trend 3: Google & Facebook eat it all …
In Just 2 Years, Google And Facebook Have Come To
Control 75% Of All Mobile Advertising
Source: e-Marketer - March 20th 2014
UK total media ad spending share, by media 2012-2017
% of total and millions
Source: eMarketer - Augustus 2013

8. Thank You
ZapFi International SA
Route de Mersch, 79
L-7432 Gosseldange
Luxembourg
!
www.zapfi.com
(II) Mobile Marketing

9. © ZapFi International S.A. www.zapfi.com Q1/2014
ZapFi’s Value Proposition
For Consumers
‣ Sponsored Free Wi-Fi
(fast & secure)
For Brands, Merchants & Operators
‣ Mobile Marketing Platform
(interaction, insights & mobile campaigns)

10. © ZapFi International S.A. www.zapfi.com Q1/2014
Consumer Value Proposition: sponsored free Wi-Fi
Supports ubiquitous authentication & roaming (configure once, use anywhere) + highly secure

11. © ZapFi International S.A. www.zapfi.com Q1/2014
Business Value Proposition: Interaction
• Branded Captive
Portal
• User Registration
& Authentication
• Content
Management
System (CMS)
• Central
Management
• Secure

12. © ZapFi International S.A. www.zapfi.com Q1/2014
Business Value Proposition: Insights
• ZapFi analyses in real-time all
http-traffic of all users
• ZapFi uses advanced analytics
and text mining tools to build
detailed profiles of users
• Gives a much better
understanding of users’
preferences, interests and
needs

13. © ZapFi International S.A. www.zapfi.com Q1/2014
Business Value Proposition: Mobile Campaigns
• One-2-One mobile
campaigns
• Deliver the right
message in the right
place at the right
time
• No mobile app is
required
• Support for different
types of messages
SMS/MMS OVERLAY INTERSTITIAL

14. Thank You
ZapFi International SA
Route de Mersch, 79
L-7432 Gosseldange
Luxembourg
!
www.zapfi.com
(III) Privacy

15. © ZapFi International S.A. www.zapfi.com Q1/2014
ZapFi’s Profile Building
Where?
‣ Information on where visitors
are, based on the physical
address of the ZapFi Wi-Fi AP.
‣ Can be enriched with other
points of interest in the
neighborhood.
When?
‣ Time-stamp (date/hour) of
authentication, duration and
frequency.
Who?
‣ Demographic information
asked during registration
process: gender, age,
telephone number, e-mail
address … .
‣ Brand can choose to ask
additional information.
What?
‣ The profile of the user is
enriched with his surfing
behavior.
‣ The usage of mobile apps is
also monitored.

16. © ZapFi International S.A. www.zapfi.com Q1/2014
ZapFi is legally & privacy compliant
• Legally Compliant
‣ ZapFi is the Wi-Fi service provider;
‣ ZapFi is responsible for all legal
requirements e.g. customer
identification, legal intercept, …
!
• Privacy Compliant / Privacy By
Design
‣ Opt-in model (permission based)
‣ Protecting Data: ZapFi is the data-
controller
‣ Respecting Privacy: Compliant with
EU Data Protection Directive
(95/46/EC) and e-Privacy Directive
(2002/58/EC)

17. Thank You
ZapFi International SA
Route de Mersch, 79
L-7432 Gosseldange
Luxembourg
!
www.zapfi.com
(IV) Case Study

18. © ZapFi International S.A. www.zapfi.com Q1/2014
AB InBev Germany: “Becks’ Hamburg City-Attack”
• Questions to ZapFi:
‣ “How to offer Becks sponsored free Wi-Fi in
bars in Hamburg?”
‣ “How to increase sales and customer
engagement in these locations?”
• Answers:
‣ Free Becks sponsored and branded Wi-Fi
access point (AP)
‣ Bar owner pays for the internet connectivity
‣ “Buy a Becks - Get 30min free Wi-
Fi” (coupon)
• Results:
‣ Increase of Becks’ sales in participating bars
‣ Better knowledge of target audience (18 - 36)
‣ National expansion in 2014:
• More German cities
• Focus on universities
!
• Lessons:
‣ Focus on locations
with high footfall
‣ Scalability is key:
get a footprint =
get noise = get
free publicity =
grow your
audience (fast)
‣ Take care of the
installations:
merchants tend to
be lazy when
they’re given
something for free
‣ Implement
additional value
added services
(planned)

19. © ZapFi International S.A. www.zapfi.com Q1/2014
AB InBev Germany: How it works
• SaaS Platform (Software-as-a-Service)
‣ Hosts the ZapFi Product Suite:
• Interaction
• Insights
• Mobile Campaigns
• Technology
‣ Hosted in a state-of-the-art data-center
‣ 24/7 monitoring & support
• Do-it-yourself installation
‣ Connects to the existing internet
modem/router of the merchant;
‣ Self-Provisioning + Management;
‣ Includes Wi-Fi AP, cabling, mounting
kit, quick guide.
• Requirements (merchant):
‣ Internet connectivity: minimum 8Mbit/s
down & unlimited download
NETWORK SECURITY
!
• Content/URL filtering
• Deep Packet inspection firewall
• Application traffic analytics
ZAPFI PRODUCT SUITE
!
• Interaction
• Insights (powered by SAS)
• Mobile Campaigns

20. © ZapFi International S.A. www.zapfi.com Q1/2014
Huge opportunity to replicate the Becks’ business case
Examples of potential business cases for sponsored free Wi-Fi
Sport Clubs?
Pharmacies?
Bars?
Schools?
Restaurants?
Public Transport?
How to increase sales and customer engagement in these locations?
How to better understand my target audience?

21. Thank You
ZapFi International SA
Route de Mersch, 79
L-7432 Gosseldange
Luxembourg
!
www.zapfi.com
(V) Conclusion

22. © ZapFi International S.A. www.zapfi.com Q1/2014
ZapFi is NOT a free Wi-Fi provider
ZapFi is a “mobile marketing platform” improving interaction between people, businesses and brands.
From ancient times … … to modern times

23. Thank You
ZapFi International SA
Route de Mersch, 79
L-7432 Gosseldange
Luxembourg
!
www.zapfi.com