A detailed guide to the various business models on offer from BlueVia, the global developer platform from Telefonica that helps developers take apps, web services and ideas to market. Visit www.bluevia.com for more information

1. Business Models
Version 1 December 2010
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2. 1. Introduction
1.1 Objectives of this document
BlueVia offers a selection of ground breaking, risk free and revenue
generating business models for you to choose from. The great thing about
these business models is you don’t have to pay for a thing!
Movistar or O2 bill the end user on your behalf, then share back the money
you’re owed. It couldn’t be simpler and not a penny leaves your account.
This document will explain the details of each of our business models.

3. 2. Available business models
2.1.1 Available revenue streams
It is possible for you to create new revenue streams in simple and risk free
ways using the following BlueVia features:
• Using the BlueVia SMS MO API
• Using the BlueVia SMS MT API
• Using the BlueVia Advertising API
• Selling your application via a Movistar or O2 App Store
• Incorporating a subscription business model to your service
2.1.2 API business models
The following business models are available for the BlueVia API’s.
2.1.2.1 SMS MO
You can configure your application to receive inbound text messages
from end users. These are referred to as mobile originated (MO)
SMS messages.
To enable this business model, BlueVia provides one short number per
country and you can choose a free application keyword to ensure inbound
messages are correctly routed to your application.
Country Short number
O2 UK 5480605
Movistar Argentina 6780
Movistar Mexico 4040
Example: For an O2 UK service: 5480605 weather report.
Keywords are non case sensitive with a maximum length of 25 characters.
There are no limitations on the number of keywords you can have but of
course each keyword needs to be unique.
The BlueVia portal will automatically check your choice of keyword at
point of submission.

4. 2.1.2.1 SMS MO (continued)
BlueVia tracks all messages sent to your keyword and shares 20% of the
end user price of the inbound text message back with you.
End user SMS MO price Currency Country Revenue share
0.10 GBP UK 20%
1.00 Peso Argentina 20%
1.09 Peso Mexico 20%
The SMS MO price is shown in the local currency and includes local tax.
For more information on taxation read the BlueVia guide to Payments, Tax
and Invoices available from BlueVia.com.
HINT: The end user has to be a mobile customer of the
applicable Movistar or O2 operator to enable us to collect the
revenue and share it with you. We have ensured that end users
cannot use free SMS they may receive as part of their monthly tariff
for BlueVia applications, ensuring all SMS MO messages received by
your application qualifies for revenue share payment.
Testing SMS Credits
To enable you and your customers to experiment and test your application
free of charge BlueVia offers a quota of free SMS MO messages:
Country SMS MO Credits p/month
O2 UK 300
Movistar Argentina 200
Movistar Mexico 50
To activate these free monthly quotas simply enter your mobile number
into BlueVia.com > My Account > Account settings

5. 2.1.2.2 SMS MT
You can configure your application to send outbound text messages to end
users. These are referred to as mobile terminated (MT) SMS messages.
To enable this business model, your end user must authorise your
application via BlueVia Connect. This will provide your application with a
token, enabling you to deliver SMS MT messages to that end user.
HINT: For more information on BlueVia Connect and API
authentication please visit BlueVia.com.
The beauty of this API is that once your application has been authorised by
the end user your application can send SMS to the end user without any
manual intervention. For example, a goal alert.
When combined with the subscription payment business model, this
becomes a very powerful opportunity.
Country SMS MT Limit p/ month p/ application Maximum charge p/ month p/user
O2 UK <To be confirmed> 20GBP <TBC>
Due to the potential for malicious use of this API, BlueVia has an inbuilt
Movistar Argentina <To be confirmed> 500 Pesos<TBC>
protection mechanism; there
Movistar Mexico <To be confirmed> is a monthly a cap on the total amount an end
862 Pesos<TBC>
user can be charged per month to protect the customer experience (please
see below).
Country Maximum charge p/ month p/user
O2 UK 20 GBP
Movistar Argentina 500 Pesos
Movistar Mexico 862 Pesos
Each of the SMS MT messages that are delivered to end users by your
application qualifies for revenue share:
End user SMS MT price Currency Country Revenue share
0.10 GBP UK 10%
1.00 Peso Argentina 10%
1.09 Peso Mexico 10%

6. 2.1.2.2 SMS MT (continued)
The SMS MT price is shown in the local currency and including local tax.
For more information on taxation read the BlueVia guide to Payments, Tax
and Invoices available from BlueVia.com.
HINT: The end user has to be a mobile customer of the
applicable Movistar or O2 operator to enable us to collect the
revenue and share it with you. We have ensured that end users
cannot use any free SMS they may receive as part of their monthly
tariff for BlueVia applications, ensuring all SMS MT messages sent by
your application qualifies for revenue share payment.
Testing SMS Credits
To enable you and your customers to experiment and test your application
free of charge BlueVia offers a quota of free SMS MT messages (please
see below).
Country SMS MO Credits p/month
O2 UK 300
Movistar Argentina 200
Movistar Mexico 50
To activate these free monthly quotas simply enter your mobile number in
BlueVia.com > My Account > Account settings.
2.1.2.3 Advertising
The advertising API allows you to incorporate graphical and / or text
based advertising into your application to generate a revenue stream.
You will receive 50% of the net advertising revenue received by
Movistar and O2.

7. 2.1.3 App store sales
BlueVia offers a frictionless path to publish your application into the
Movistar Argentina and Movistar Spain App Stores, enabling you to
sell direct to millions of our customers. As part of the “Launch to store”
process on BlueVia.com you will be prompted to select a retail price
point for your application.
The available price points are:
Price point Currency Country Revenue share
Free Euro, Peso Spain, Argentina n/a
0.49 Euro Spain 70%
0.99 Euro Spain 70%
1.99 Euro Spain 70%
2.99 Euro Spain 70%
3.99 Euro Spain 70%
1.00 Peso Argentina 70%
2.00 Peso Argentina 70%
3.00 Peso Argentina 70%
4.00 Peso Argentina 70%
5.00 Peso Argentina 70%
7.00 Peso Argentina 70%
9.00 Peso Argentina 70%
11.00 Peso Argentina 70%
The price points are shown in the local currency including local tax.
For more information on taxation read the BlueVia guide to Payments,
Tax and Invoices available from BlueVia.com.

8. 2.1.4 Subscription business model
You are able to select a subscription model for your application. To activate
the subscription your end user must authorise your application via BlueVia
Connect. This will provide your application with a token, enabling you
to charge the end user. Auto renewing subscriptions are not currently
supported. At the end of the defined subscription period, the end user will
need to repeat the authorisation process to setup a new subscription.
HINT: For more information on BlueVia Connect and API
authentication please visit BlueVia.com.
HINT: The subscription fee does not cover any additional BlueVia
API charges that may be associated with your application.
You can configure your subscription business model when you request a
“commercial key”. You will be guided through this process via BlueVia.com.
HINT: You can modify your business models at anytime via the
“Your API Keys” section of “My Account”.

9. 2.1.4 Subscription business model (continued)
You can choose from the following variables – combine the billing
frequency with the subscription price point:
Subscription billing frequency Countries
Every week Argentina, Mexico, UK
Every 2 weeks Argentina, Mexico, UK
Every 4 weeks Argentina, Mexico, UK
Subscription price point
Price point Currency Country Revenue share
0.06 GBP UK 70%
0.10 GBP UK 70%
0.15 GBP UK 70%
0.20 GBP UK 70%
0.25 GBP UK 70%
0.30 GBP UK 70%
0.40 GBP UK 70%
0.50 GBP UK 70%
0.75 GBP UK 70%
0.99 GBP UK 70%
1.00 GBP UK 70%
1.20 GBP UK 70%
1.29 GBP UK 70%
1.50 GBP UK 70%
2.50 GBP UK 70%
3.00 GBP UK 70%
3.50 GBP UK 70%
4.00 GBP UK 70%
4.50 GBP UK 70%
10.00 Peso Mexico 70%
15.00 Peso Mexico 70%
35.00 Peso Mexico 70%
50.00 Peso Mexico 70%
6.26 Peso Argentina 70%
12.52 Peso Argentina 70%
The price points are shown in the local currency including local tax.
For more information on taxation read the BlueVia guide to Payments,
Tax and Invoices available from BlueVia.com.

10. 3. Roadmap
We hope you will be able to use your creativity putting these initial
business models to good use and generating new revenue streams
for yourself.
Of course we don’t stop here. We will be adding to the existing business
models and releasing new models on an ongoing basis. Follow our blog
blog.bluevia.com and our Twitter @bluevia for regular news.
If you have any questions on the business models please check out the
FAQ’s on BlueVia.com or contact support@bluevia.com, and of course if
there is something you would like to see adopted in the business models,
please don’t hesitate to contact us.