It all starts with words The relationships we build. The people we connect. The innovations we inspire. Everything we do, it all starts with words. We create the products and ideas that bring businesses and people together all around the world. Inspiring billions of stories of human connection, every single day. That’s why, when it comes to telling our own story, it’s crucial we get it right. And that we do it in a way that everyone understands and identifies with. To help us do this, we've created this guide to inspire our writing, messaging and tone - across all our communications.

First things first When it comes to writing and communicating, Monitise should always make it personal and inviting. People should enjoy hearing what we’ve got to say. They should be engaged by it. There’s so much information in the world nowadays. Without a clear, cut through tonality we simply won’t be recognised, heard or understood.

People power Think person-to-person, not business-to-business. We’re not a consumer brand, but that doesn’t mean our language needs to be diluted by boring business speak and cliché. At the end of the day, we’re people talking to people. Make everything professional, of course, but don’t sound like a robot.

The write stuff Before we get into the specifics of our tone, there’s a simple framework that can guide you in everything you write. The three S’s: Structure From a snappy headline with the right syntax to a longer piece of prose, how you structure a piece of communication is vital. Always keep things clear, simple and well organised. Take people on a journey and make sure every sentence and word has a precise purpose. Story Really focus on the story you want to tell. Make it as interesting and compelling as you can. Don’t overload people with messages or needless information. It’s easier for people to grasp a couple of key things rather than ten at a time. Style Personality matters. People will only read something engaging. So once you’ve got your structure and story nailed, focus on making your communications as readable as possible. The following pages will explain more about the Monitise voice.

That was then This is now We're making a big strategic shift. Mobile Money will always be part of our story but our focus is now broader and deeper. We’re in the business of digital commerce. And we’ve got a new way of talking about what we do.

The Monitise brand Why - Easier everything Enriching life’s digital actions by giving people the power to act and freedom to choose. How – People first Human-led design delivered through leading digital technology. Always smarter, faster, easier and better. What – Better relationships Products and ideas that enable our clients to deliver more valuable experiences and create closer connections with their customers. Our brand positioning framework establishes who we are as a business. All of our communications, massaging and tone should reinforce this. A new story requires a new messaging set and posture to bring it to life. We need to make some big shifts.

Then… Money Now… Digital commerce Digital technology is transforming all aspects of life, no more so than in commerce. New types of opportunity and growth are being created every day, and our products and ideas are playing a vital role in making it happen. So let’s make sure our communications show how we’re generating tangible value for our clients and enabling new experiences for consumers.

Then… Mobile Now… Every technology Our history is in mobile, but our future is all types of connected technology. From smart watches to wearables we're creating the products and ideas to enrich life's digital actions. So let's make our messaging and examples reflect this.

Then… Payments Now… Interactions and transactions While mobile payments are a big part of what we do, we’re improving all types of interaction and transaction – from paying bills to new digitally enabled retail experiences. Let’s use our communications to show the depth, breadth and richness of areas where we’re making a difference.

Then… Industry-led Now… People-led Human insight and design is at the centre of all our work. So let's feel human and like we know how people are using digital technology to transact and interact in new ways. The best way to feel relevant and valuable to our clients is to show that we really understand their customers.

Then… Software and systems Now… Products and ideas We're building incredible cloud-based products and platforms, and bringing our clients innovative ideas every day. Use our communications and messaging to make us feel dynamic, creative and forward thinking.

Then… UK Now… Global We're a global company and brand, and we need to feel like it. Fill our communications and messaging with diverse perspectives and examples. Use stories and proof points from across all of our markets and operations. But don't make it feel too distant. It’s important to keep things local, relevant and in-touch too.

Then… Making banks better Now… Making life better Our products and ideas impact millions of people’s lives every day. We should take every appropriate opportunity to emphasise the great things Monitise helps people do. From smarter ways to bank, through to richer experiences in travel and making everything easier for everyone. Let’s make it clear to people how we give them the power to act and the freedom to choose.

It's not just what you say. It's how you say it. Now that we’ve established a core set of business and brand messaging principles that align with our new positioning defining how we deliver them is just as important. To help with this, we use our four brand promises as guiding principles for all our writing. - Smarter - Faster - Easier - Better

Smarter. We're global experts on the future of digital commerce. Inspiring the world to push things forward and connect, one product and idea at a time. This means always writing confidently and with authority. Sharing our insight and knowledge in a way that's unique and compelling, and never straying into arrogance. Use bold, playful headlines that grab people's attention. And break up the body copy with short, active sentences. With lots of punctuation. Example no.1: BIG. The future belongs to those who think big. See how we're working with the world's leading companies to innovate commerce in new ways. To find out more, go to Monitise.com Example no.2: SMALL. Big ideas don't just happen in the boardroom. Read about how our new payments platform is helping small businesses in East London connect with customers every day. To find out more, go to Monitise.com

From… Being the first to go live on Apple Watch The brand new Apple Watch finally becomes available today in a number of markets across the world and Monitise apps are among the first to be live on the new device. In the UK, the Create team's app for hub by Premier Inn is now live, allowing guests to manage their entire stay - from check-in to changing TV channels - on their Apple Watch. In Turkey, the MEA team have launched mobile banking services for Yapi Kredi Bank, one of the country's largest banks. Congratulations to all the teams involved for being part of this exciting process - contact Jeremy Bliss for more details on hub, or Murat Sayinta for more in YKB. To… The Apple Watch - powered by Monitise We've created some of the first ever apps to go live on the brand new Apple Watch. From the Premier Inn's hub App to Turkey's Yapi Kredi Bank’s first mobile service, we're powering smarter payments and easier journeys for millions of people around the world. Massive congratulations to the guys at UK create and Turkey's MEA team! Contact Jeremy Bliss or Murat Sayinta for more information.

Faster. Billions and billions of transactions. Everywhere. All the time. In our world, things are constantly moving and growing in ever-faster ways. To lead the way, we write in a fast, fresh tone that feels live and plugged into the now. Use vibrant and exciting language that celebrates our creativity and steers clear of monotonous, banking dialect. Don't beat around the bush. Get straight to the point. What's the benefit? Who's the audience? Find it. Then share it. Quick. Example no.1: GO FURTHER. We create the products and technologies that inspire businesses to drive change and inspire progress for people everywhere. Example no.2: MOVE FASTER. Our products and ideas help banks and retailers to keep ahead of competitors, and deliver more valuable experiences for customers.

From… Announcing our cloud-based API platform Last week, we launched our new cloud-based platform - formerly known as the Monitise Central Platform - publicly. This will allow us to serve our customers with a range of digital banking, payments and commerce products, marking an important step in our focus on growing as a product-led technology business. As part of our product roadmap, functionality such as mobile phone top-up, gifting and alerting+ are on the way - keep an eye out for more news on this front. To… The Monitise Platform explained Our new Monitise Platform is API-driven and based in the cloud. It has been designed to power Monitise into the future as a global, product-led technology business. It'll help us inspire our clients with a range of digital products that innovate commerce for millions of people. Find out more at Monitise.com/API

Easier. From the products we create, to the ideas we dream, we're here to make life easier for everyone. This dedication to simplicity applies to all our writing too. And means keeping things natural and focused at all times. Be straightforward and conversational. Avoid formal words you wouldn’t normally say. And use contractions to keep it personal. When it comes to corporate jargon, leave it behind. Our industry is full of acronyms and buzzwords. There’ll be times when using them is necessary. If this happens, don't worry. Just keep the rest of your language clear and accessible. Example no.1: LIFE MADE SIMPLE. At Monitise, we imagine a world where life moves freely. Where the exchange of services, ideas and money accelerates for businesses and people everywhere. And where opportunity and possibility turns into reality. Example no.2: GET CLOSER. We create the ideas and experiences that bring businesses closer to their customers than ever.

From… Staff are requested NOT to reboot/powercycle the Multifunctional devices (MDFs) on all floors as this is causing the devices to malfunction. If you do find a MDF not working as expected please call the Corporate Service Desk on x600 and report the error. We appreciate your assistance in this matter. Kind regards, Corporate Service Desk Department To… Having trouble with the printer? Give us a call on x600. In the meantime, please avoid rebooting it though. This will slow us down in getting things back up and running. Thanks, Andy, Corporate Service Desk Team

Better. Enriching people’s lives. Giving them the freedom to choose and the power to act. This constant drive for 'better' should live across all of our writing. We're always looking towards the future and what we can achieve. Bringing businesses and people together with an optimistic tone that's full of passion and energy. Don't go overboard with the superlatives though. And avoid exclamation marks completely! Example no.1: DREAM BIGGER. We're on the hunt for the hottest tech talent around to help us move the world forwards, faster. Sound like you? Find your dream job at Monitise.com Example no. 2: LIFE. Made by better by Monitise Every day we strive to improve the world through the products, ideas and experiences that make everyday life easier for everyone.

Smarter. Faster. Easier. Better. Introducing the all-new API Platform - Made by Monitise Cloud-based platform helps businesses integrate digital commerce solutions, simply and quickly Today sees the launch of the innovative cloud-based API Platform by Monitise, the global digital commerce business. The development of the platform is just the start of a new era for Monitise as a product-led technology business for the future. The API Platform provides world-class technology which gives businesses instant access to the products and ideas that improve lives for millions of people, made by Monitise. Its Application Programming Interfaces (APIs) make all of Monitise's latest products faster, smarter, easier and better for everyone. Making them more flexible and simple to use for their clients and third-party content providers looking to improve their customer's experiences. Mike Dreyer, COO of Monitise, said: "We've invested in the API Platform to create smarter, faster, easier and better ways to access our current and future suite of products as well as an ever-growing range of devices. Over the next course of the year, we expect to see our new cloud-based platform play an increasingly important role in driving our user numbers and revenue growth. The platform has been designed to help us deliver digital products built around people's lives." The platform's core capabilities mean that all new products are delivered with Monitise's best-in-class features, including bank-grade security and authentication, multi-tenancy capabilities, customer support dashboards and standardised reporting. Monitise also provides expertise for consumer experience and technology integration from strategy and design to driving adoption, according to the individual needs of each client. About Monitise: At Monitise we enrich life’s digital actions by giving people the power to act and freedom to choose. Using human-led design and leading digital technology, we develop products and ideas that enable our clients to deliver more valuable experiences and create closer relationships with their customers. For more information, please visit monitise.com For views and insights from our team about the industry, please visit monitise.com/insights

One last thing. Our new brand positioning provides us with the chance to take a leadership position on many of the issues affecting our clients and their customers. We should feel full of rich insight, knowledge and ideas. So use our new brand as the platform to strike new conversations with clients and opinion formers. Position us as category leaders and innovators. Create communications and messaging that provokes re-evaluation and revitalization. We’ve got something powerful to say, so let’s say it. We’re doing amazing things every day, so let’s make sure people get that. We’ve got a big point of view on our industry and the world, so let’s get it out there.