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A richer user experienceBuilding an end-to-end ecosystem

for mobile advertising

Thanks to its superior targeting capabilities, mobile is thefastest growing segment of the online advertising marketand is projected to be worth around 10bn by 2010.

Nokia Siemens Networks believes that network operators arefacing a once-in-a-lifetime opportunity to create new valuewithin this emerging marketplace.

Foradvertisers, operators can

deliver the mass scale required for

multiple targeted campaigns, and canbecome expert in leveraging their

subscriber inventory in order to target

messages with a contextual accuracy

unachievable by non-mobile online

media.

Forconsumers, operators can deliver

life-enriching advertising experiences

by providing targeted, relevant and

non-intrusive messages, and carefully

managing the exposure of personal

data towards the advertising industry.

To help operators make the most of

these opportunities, Nokia Siemens

Networks has developed an end-to-

end advertising ecosystem that

supports a wide range of strategies

and business models to suit individual

companies and markets.

The challenge

According to Nokia Siemens Networksresearch, the greatest barrier to online

mobile advertising is consumer

resistance: at best, users perceive it

as irrelevant and at worst they find it

intrusive and an invasion of their

privacy.

Building on what end users say they

want, the Nokia Siemens Networks

approach is to make the mobile

advertising experience so relevant,

rewarding and entertaining that

consumers will not just accept it butembrace it.

There are clear markers for mobile

advertising success: Relevant,

Non-intrusive, Pay-off promise.

The best advertising must be about

enriching lives.

(Source: Nokia COIN)

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www.nokiasiemensnetworks.com

Copyright 2008 Nokia Siemens Networks. All rights reserved.

Nokia Siemens Networks and the wave logo are registered trademarks of Nokia Siemens Networks.

Other company and product names mentioned herein may be trademarks or trade names of their respective owners.

Products and solutions herein are subject to change without notice.

Nokia Siemens Networks Corporation, Karaportti 3, FI-02610 ESPOO, Finland

02/2008 Indivisual

Operators can be new advocates of life-enriching end-user advertising experiences

Supporting a user-centric

evolution

For most operators, achieving

leadership in this emerging market is

a question of starting small and

growing in line with individual strategic

objectives and local market

development.

Supporting this evolutionary process,

our solutions include Target Ad

Control technology, which takes care

of end user needs and raises

subscriber acceptance of mobileadvertising. We also provide overall

integration with an end-to-end

advertisement publishing architecture,

which can easily be adapted to suit

individual operator strategies and

business models.

Working with Nokia Ad Business,

we can provide a full campaign

management solution, or we can

integrate to any equivalent third party

solution.

Our Consulting and Integration

experts can help identify the optimum

approach for individual companies

and markets, while our Managed

Services offer a range of hosting and

outsourcing options.

A choice of business models

Nokia Siemens Networks advertising

solutions allow complete flexibility in

the roles that operators choose to

play in the value chain, and in the

strategies they choose to achieve

competitive advantage. For maximum

efficiency and economy of scale,

we can act as an ad broker on behalf

of multiple operators within a given

country or region. Alternatively, we can

help larger operators work with

advertisers directly.

Our goal is to help operators to

become advocates of life-enriching

end-user advertising experiences:

Respecting the consumer

A user-centric evolution of the

operator role

An end-to-end ecosystem to

support your chosen strategy

A tool for every task

Nokia Siemens Networks and Nokia

can provide end-to-end solutions

addressing every part of the online

and mobile advertising ecosystem.

With extensive C&I and Services

capabilities that help define the

optimum approach for individual

businesses and markets, we enable

operators to become new advocates of

life-enriching advertising experiences.

Direct relationshipor via ad broker(Nokia Siemens

Networks or 3rd party)

Advertiser

Direct relationship

Mass customer base

Precise segmentation and targeting

Campaign management

Trust-based relationship

Relevant, non-intrusive advertising

Privacy management

Operator End User