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COMPANY PROFILE 2013COMPANY PROFILE 2014

Cellular Italia S.p.AB.U. InterphoneVia Lambrakis 1/A 42122 Reggio Emilia (Italy) T. +39 0522 33 40 02F. +39 0522 33 40 01

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COMPANYPROFILEEN

THE VISION AND MISSION OF CELLULAR ITALIA S.p.A.

One vision, one mission,many values.

VISION Cellular Italia, a reference point for technology and creativity in accessories for multimedia devices, stands out for its excellent quality, its passion for innovation and its consolidated relationship with the sales points, marked by its loyalty and the enthusiasm of its staff.

MISSION Cellular Italia is committed to the constant design of multimedia accessories, improving and increasing their features, integrating the product range with a 360° service for its partners, with the aim of providing users with an accessory that combines excellent performance with simplicity of use, to assure a unique experience.

VALUES Our choices, actions, behaviour, as well as our relations with our users, suppliers, partners and the territory, are governed by a deep-rooted sense of integrity, loyalty and dedication. This offers the best possible integration of Cellular Italia with its own key values:

PASSION AND ENTHUSIASM in our staff and all our collaborators

RELIABILITY towards our partners and our users

QUALITY in every aspect of our business

PROFIT AND RE-INVESTMENT to ensure growth, research and innovation.

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2006

2010

2013

1990

1993

1998

COMPANYPROFILEEN

Cellular Italia was founded in 1990 as a distributor of the first mobile phones. In the early years, the limited performance levels of E-TACS phones prompted Cellular Italia to produce its first accessory, the in-car battery charger, and to launch its Cellularline® brand.

Soon after, thanks to the success of the initiative, Cellular Italia S.p.A. began the steady production of accessories, abandoning the distribution of phones and consolidated its leadership in Italy as well as starting to export its products.

2006 is the date of the first Cellularline® accessories conceived and designed with the product “concept” that would soon become the distinctive sign of the brand of accessories for mobile phones. Cellular Italia was the first to introduce in the sector accessories familiar and recognizable in everyday use.

Cellular Italia S.p.A. expanded its range of accessories focusing on innovation, quality and developed a unique and distinctive pack system. The company leadership consolidates not only in Italy but also on an European scale.

The experience matured in twenty years’ leadership in the domestic market is supported by a company structure which is able to grow through the territorial peculiarities of Europe. Cellular Italia is now distributed in more than 50 countries, and is market leader in Italy and in Europe with the Cellularline brand.

L Capital (the Private Equity Fund sponsored by LVMH) acquires the majority of the company and a new chapter for the global expansion of Cellular Italia S.p.A. begins. Through this important operation the company has strenghtened its leadership and will start an important project of growth based on international development and brand awareness.

MILESTONES

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+50%

+36%

+37%

+34%

2009 2010 2011 2012 2013

COMPANYPROFILEEN

NUMBERS OF A DYNAMIC COMPANY

150 mln €Expected 2013 Company turnover

more than 20 mln pcsAccessories sold in 2012

more than 170Employees

more than 50 CountriesGlobal presence

Company turnover

2013 150MIO

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Reggio Emilia

Lausanne

Paris

Madrid

COMPANYPROFILEEN

A MODERN STRUCTURE IN A STRATE-GIC LOCATION The headquarters of Cellular Ita-lia are located in Reggio Emilia in a modern facility designed and equipped with over 1,800 sq.m. of of-fice space and meeting rooms. The Italian headquarters are where the brand and product manage-ment are located, with the general management, the strategic busi-ness management and that of the four Business Units. This is where the company studies and develops brands, products, marketing strategies and business models. The export of-fices are also located in Reggio Emilia and handle strategic coordination of the divisions, subsidiaries and foreign equity investments.

A EUROPEAN STRUCTURE FOR GLOB-AL MANAGEMENT The Cellular Italia group now has 4 European offices: the head of-fice in Italy in Reggio Emilia, the French division, opened in 2009 with headquarters at Paris, the Swiss office with headquarters in Lausanne, open since 2004 and the Spanish office in Madrid, open since 2006.

The existence of branches in stra-tegic companies enables Cellular Italia to operate in a fully European perspective, facilitating its activities on the different markets.

ITALIAN STYLE FROM A EUROPEAN COMPANY

Cellular Italia,and elsewhere, too.

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COMPANYPROFILEEN

THREE BUSINESS UNITS THAT PROVIDE ONLY THE BEST

A winning combination.A large and multifaceted organization that operates in such complex markets, requires a targeted approach, appropriate tools and constant application.Cellular Italia, with twenty years of history behind it, is a young, dynamic company that, however, is well aware of the importance of accompanying its economic growth with adequate structural growth.

ITALY

INTERNATIONAL

INTERPHONE

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COMPANYPROFILEEN

ItalyCellular Italia S.p.A. is present, with customized approaches, in the main distribution channels.

Red DivisionThe Red Division is the main commercial department of the company focused on the Cellularline brand. The Red Division is composed by dedicated teams which tailor every business proposal to the specific needs and rules of each channel to maximize profitability through the highest consumer satisfaction.

Blue DivisionIn order to offer a 360° service in the Italian accessories market this special department has been created in 2010 to enlarge the catalogue of Cellular Italia S.p.A. by distributing in Italy international brands.

MAIN ITALIAN RETAIL CHAINS

CONSUMERELECTRONICSCHAINS

ELDOFNACMEDIAWORLDMONDADORISATURNUNIEURO

ASSOCIATEDGROUPS(SMALLER CHAINS)

COMETEURONICSEXPERTGRANCASAMARCOPOLOSINERGYSMESUPERMEDIATRONY

HYPERMARKETSAND FOOD CHAINS

AUCHANCARREFOURDESPARE.LECLERCIPERALIPERCOOP MERCATONE UNOPANORAMA

TELECOMSPECIALIST

3 TIMVODAFONEWIND

TRAVELRETAIL

AIREST RISTOPAUTOGRILLCHEF EXPRESSDIXONS TRAVELFINI GRILLLINEA AEROPORTUALE SOLESARNI

GAS STATIONS

SPECIALCHANNELS

COMPUTER DISCOUNTFELTRINELLI

BOOK STORESCAR ACCESSORIESFASHION STORESPROMOTIONAL & INCENTIVESPORT STORESTOBACCO SHOPS

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COMPANYPROFILEEN

EFFICIENT OUTSOURCING OF LOGISTICS

Stock available in Italy with 24h delivery time.

Cellular Italia’s logistics is outsourced to provide the finest service and efficiency, with great reliability and the ability to expand when work loads are higher.

In 2010, the warehouse was moved to a new facility, with an area reserved for Cellular Italia, which is located in Campogalliano - only a short distance from the company’s headquarters. A single shipping point for all the products of the Cellular Italia group ensures a high degree of efficiency and quality of the service. This enables the company to offer a lead-time of 24/48h and ensures

punctual deliveries and reliable accuracy for every destination to which the goods are shipped. The products are packaged at the logistics facility and, where necessary, printouts of variable information are made (compatibility, codes and barcodes): the management “just in time” depending on the orders received, ensures constant updating of the information on the packaging.

The logistics division has a special department to handle product replacements, which are guaranteed in a period of just 5 working days.

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Board of directors

C.D.A

General

organization

& operations

B.U.

INTERPHONE

General Manager

Operation &

Administration

Administration

Planning

Finance

Management

control

International

ItalyConsumer

Purchaising

Italy

Special Channels

Product

Logistic

General Manager

Product

& Purchaising

General Manager

Sales & Marketing

Blue DivisionExecutive

Assistant

Marketing

TradeMarketing

COMPANYPROFILEEN

Cellular Italiaa winning team.

In twenty-two years of business, Cellular Italia has continued to grow, rapidly passing from a small company to a moderately large enterprise: to-day Cellular Italia has over 170 direct employees. The management of a structure of this size, and the constant increase of the business, require the ability to organize and structure the company in order to guarantee the maximum efficiency of the activi-ties and workflows. Explicit identification of hierarchical positions and their duties provides excellent coordination between

company departments, with im-proved communication of informa-tion and consequent reductions in operating times and potential for errors.

Cellular Italia has at all times be-lieved in its own human resources. Over the past few years, it has set up training programs that effectively help people grow by increasing their level of responsibility and indepen-dence, and lead to collective satis-faction and excellent results.

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COMPANYPROFILEEN

InterphoneIn 2011, the Interphone Business Unit was founded to focus resources and energy exclusively on solutions that will make innovative, reliable contributions to wireless communication, starting from the motorbike market.

Special attention is now being devoted to the development of technologically advan-ced solutions such as GPS, action cameras, GPS trackers, Power Banks and others.In Italy, today Interphone is considered to be the leading brand on the market and is available at over 700 stores for motorcycle ac-cessories in the country and is available in 56 countries around the world.

InternationalThe know-how gained by the company on the Italian market is applied with appropriateadjustments that suit the special qualities of each individual foreign market.This is done through the area managers,a dedicated International Trade Marke-ting staff and the teams in the European offices which all work strictly together with distributors and customers to obtain the maximum results.

MAIN INTERNATIONAL CHANNELSTELECOM SPECIALISTS

CONSUMER ELECTRONICS STORES

HYPERMARKETS

TRAVEL AND RETAIL

SPECIAL CHANNELS

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2009 2010 2011 2012 2013

COMPANYPROFILEEN

A WINNING, TIGHT-KNIT, PROFESSIONAL TEAM

The Interphone “dream team”.In 2005, Cellular Line introduced its first Bluetooth® Interphone. The de-vice was received by the markets as a harbinger of great innovation in com-munication between motorcyclists, who were still tied down by antiquated wired transmission systems that offered neither the quality nor the safety that only Interphone could provide from the moment it arrived on the scene.Over the years, Interphone has earned the complete trust of motorcyclists, thanks to the extreme serviceability and reliability of its devices, so it has become their perfect companion on the highway and in the city. Also, In-terphone is now identified as a brand that develops and produces innova-tive devices for the market, which is partially due to its persistent presence as an exhibitor at the world’s most important motorcycle trade fairs, where the attractiveness, competence and visuals of its innovative stands have consistently attracted the great interest of both professionals and visitors.In 2011, the Interphone Business Unit was founded to focus resources and energy exclusively on solutions that will make innovative, reliable con-

tributions to communication in motion. It enjoys the formidable advantage of the leadership of Cellular Line, which is considered one of the leading players on the worldwide market of accesso-ries for “mobile” use and has more than 20 years of experience in this sector. Special attention is now being devoted to the development of technologically advanced solutions such as GPS, action cameras, GPS trackers, Power Banks and others. In Italy, today Interphone is consid-ered to be the leading brand on the market, since it doubled its turnover in 2012 as compared with the previous year and is available at over 700 POS for motorcycle accessories in the coun-try, thanks to an extensive network of highly qualified sales agents who are specialized in Bluetooth® and high-tech accessories for motorcyclists. Interphone is available in 56 coun-tries around the world, which dem-onstrates the worldwide popularity of a brand that has been chosen by over one million motorcyclists who have placed their trust in Interphone products at least once since the brand first appeared on the market.

2013 9MIO

Interphone turnover

projection

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COMPANYPROFILEEN

AUSTRALIA

AUSTRIA

BAHRAIN

BELGIUM

BRAZIL

BULGARIA

CHILE

CHINA

CYPRUS

CZECH REPUBLIC

DENMARK

FINLAND

FRANCE

GERMANY

GHANA

GREAT BRITAIN

GREECE

GUATEMALA

HONG KONG

HUNGARY

INDIA

INDONESIA

IRAN

ISRAEL

JAPAN

JORDAN

KAZAKHSTAN

KUwAIT

LATVIA

LEBANON

LITHUANIA

MALAYSIA

MEXICO

MOROCCO

NETHERLANDS

NEw ZEALAND

NORwAY

PANAMA

POLAND

PORTUGAL

QATAR

ROMANIA

RUSSIA

SERBIA

SINGAPORE

SLOVENIA

SOUTH AFRICA

SOUTH KOREA

SPAIN

SwEDEN

SwITZERLAND

TAIwAN

THAILAND

TURKEY

UNITED ARAB EMIRATES

UKRAINE

USA

and MORE...

BUSINESS UNIT INTERPHONE

International.INTERPHONE IS AVAILABLE IN:

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COMPANYPROFILEEN

INTERPHONE CONCEPT

Innovation and quality are our watchwords.

A constant effort toward improving the performance of technical products and a policy of satisfying users are what we focus on as we develop and select our accessories.

The Cellular Italia styling center performs continuous, detailed

analyses on the development of styles and fashions and on the interaction between shapes and materials that results in a certain perception of products.It then applies these studies to create familiar, recognizable design codes.

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COMPANYPROFILEEN

IFABERLIN

CEBITHANNOVER

INTERMOT COLOGNE

CESLAS VEGAS

EICMAMILAN

MOTO DAYSROME

MEDPIMONTECARLO

WORLD MOBILE CONGRESS

BARCELONA

FAIRS

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COMPANYPROFILEEN

MARKET:MOTO ACCESSORIES

CATEGORIES:• INTERCOM• GPS NAVIGATION SYSTEM• GPS TRACKER• ACTION CAMERAS• POWERBANK• CASES• ACCESSORIES

lICEnSEd OR dISTRIbuTEd bRAndS:

EXCluSIVE dISTRIbuTIOn FOR MOTO ITAlY:

dISTRIbuTIOn CHAnnElS:ITALY - MOTO AND MOTO ACCESSORIESWORLD - NATIONAL DISTRIBUTORS

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Z.I. de Fenil - R.te de Fenil 16

1804 Corsier s/ Vevey

Svizzera

Tel +41 21 635 9583

Fax +41 21 635 9584

Parc d’Entreprises Val D’Europe

4, Boulevard Michael Faraday

77716 Marne la Vallée Cedex 4 Serris

France

Tél +33 1 60 42 88 47

Fax +33 1 60 42 87 80

Via Lambrakis, 1/A42122 Reggio Emilia - Italytel +39 0522 334002fax +39 0522 334001international.interphone@cellularline.com

www.cellularline.comwww.interphone.cellularline.com

Parque Empresarial Neinor

Leganes m50 sur Edificio 2 nave 27

28914 Leganes Madrid

España

Tel + 34 916448189

Fax + 34 916448190

COMPANYPROFILEEN

All registered trademarks are the property of the respective companies.iPod, iPhone and iPad are trademarks of Apple Inc. registered in the U.S. and other countries.