PHONE = WEB = PHONE

Didier OngenaCountry Sales Director Microsoft

Advertising

Mobile, Mobile services & the CloudMicrosoft’s strategy & directions

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Microsoft is Mobile1

The New Mobile Consumer2

Introducing Windows phone3

Mobile services as differentiator4

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Microsoft is Mobile1

The New Mobile Consumer2

Introducing Windows phone3

Mobile services as differentiator4

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Microsoft is MobileThe vision

Mobile Strategy

• Hardware choice driven by handset manufacturer innovation and differentiation

• Broad application ecosystem enabled by rich platform and tools

• Integrated Microsoft end-to-end experiences across device, PC, Web, and server for business and consumer scenarios

• Operator partnership for customization, differentiation, and services

• Joint subscription, transaction, and advertising opportunities

• Create Microsoft® Windows Phone® brand preference

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Changing Mobile Landscape

• Smartphones continue to grow• Growth being driven by

demand and decreasing price• Groups that have benefited

from the changing space• Consumers• Current players• New entrants

• A increasing opportunity for phones running Windows

Smartphones

Feature PhonesBasic Phones

798M

285M

908M

197M

225M

CY09

WW MOBILE DEVICE SHIPMENTS

Windows Mobile Capable

13%Growth

CY12

77% Growth350

M

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Belgium Smartphone sales in units

35%

16%20%

28%1%

Smartphone Unit sales Belgium Jan-Sept 2009

Windows Mobile BlackBerry OS Mac OS X Symbian Other

Belgian Smartphone sales H1 2009: 118.400 unitsStrong growth: + 113% vs H1 2008

Source: GFK

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Microsoft is Mobile1

The New Mobile Consumer2

Introducing Windows phone3

Mobile services as differentiator4

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Consumers and Business users phone usageIs there a difference between work and private these days ?

• 68% of Mobile phone users admit they use their phone for personal purposes while at work or school.– 63% - Social activities (planning events, chatting, social

networks)– 52% - Taking pictures and sending it to friends– 43% - Ordering food

• 69% of Mobile phone users do work in private time– On average 5 times a day during non-work days– 44% traveling, 41% outdoor, 38% at the grocery, 36% at

friends

• 82% of parents use their phone for private matters during work timeSource - Microsoft / Omnibus Survey

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Customer Needs

The Changing Customer and Their Needs

Business Needs

Consumer Needs

COMMUNICATE AND CONNECT

THE VALUE OF WINDOWS

UNIQUE TO YOU!

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Microsoft is Mobile1

The New Mobile Consumer2

Introducing Windows phone3

Mobile services as differentiator4

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Introducing

…with focus on end-to-end experiences

MY PHONE

MY LIFE

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Every Day, From Home to Work to Play.Bring it All Together With a Windows Phone!

A Windows phone gives

you the richest ways to be close to the people that matter most

A Windows phone gives you the confidence to get things done with the software you expect from

Windows

With a Windows phone, it’s easy to get the setup that’s just right

for you

COMMUNICATE AND CONNECT

THE VALUE OF WINDOWS

UNIQUE TO YOU!

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HotmailYahoo! MailGmailOutlook…and more!

Check statusand post on FacebookMySpaceWindows Live

Apps you know, on your Windows Phone

See what’s important

at a glance

Windows phones come with the best programs for staying in touch with friends, family and colleagues

Communicate the way you want with voice, e-mail, IM, photo sharing and more on your phone

Social networking is a snap

Communicate and Connect

Send photos one-mail, or text

My phone keeps photos and videos synced

IM across PC, TV, and phone

See more – more quickly

See text messagesand missed calls

Locking your phone does not slow you down

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Keep your data backed up and secure

Get more done and have fun using programs you already know

Do everything you do on the Web right on your phone

The Value of Windows

Show a PowerPointpresentation

Edit in Word

Outlook Mailand Calendar

Music and TV from your PC

Share photos and videos through My Phone.

Protect your phone from theft and loss

You have the whole Web on your phone

Watch YouTube, check the weather, post to your blog

Best access to secure sites

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Use professional styles or create your own

Customize your phone

Thousands of apps and games

Marketplace makes it easy

Unique to You!Outfit your phone with great apps, exciting games, and your favorite media

Customize your phone’s look and feel to express your personality

Choose from a wide variety of phones to fit your style

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Windows Marketplace

DISCOVER

Top quality applications that make your phone yours

CONVENIENTPurchase, download, install and play experience

SATISFACTIONNo questions asked return policy if not satisfied

SECUREPay with credit card or phone bill (where available)

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Microsoft is Mobile1

The New Mobile Consumer2

Introducing Windows phone3

Mobile services as differentiator4

Web vs Apps vs Services

Web browsing: open, unrestricted information access with PC-like experience

Apps: faster access to selection of preferred info & custom entertainment

Services: enhanced, fully integrated & deep user-experience to communicate, share, inform & interact

Mobile Services Vision and Strategy

StrategyHigh Reach, High Value ServicesDeep Experiences on Windows MobileConsumer and Business Seamless UX across PC, Phone and WebCommercialized w/ Mobile OperatorsBusiness Models that Increase ARPU

Vision

Unlocking the magic of mobile experiences to enrich

people’s lives across a world of

devices

Service Offerings Service Platforms

20 Microsoft Confidential, Internal Use Only

Services overview

Business Productivity Online Suite

Consumer services

Everyone can make a smartphone...

But who can make a smartphone for everyone ?

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