calero executive overview

Confidential – Calero Media Systems, Inc – May 2008

1

Calero Media Systems

Play the Web on your TV!




2



Client Appon portable

SearchSelectShare

Server app onWeb-to-TV

Enabled device

Products


3



Background Search


4



Lean-Back Share & Select

Hulu - Saturday Night Live

House – Hugh Laurie

CSI – Episodes

YouTube -Evolution

American Idol - Jordan

Media

Media


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DEMO


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Coordinated Advertising

Embedded video adson family TV

Companion ads on control devices


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Calero Total Market

Eventually all HDTVs will be connected to the Internet

0

20

40

60

80

100

120

140

160

180

2008 2009 2010 2011 2012

Installed Base Mu

Captive STB

Captive IPTV

Advanced Game Console

MediaPC/Extender

>80Mu


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Summary

Use portable internet devices to search, select and share web media for display on a TV.

>80M Internet-ready TVs - 2012

>200M/yr control sockets - 2012

Video advertising is evolving $20B opportunity to manage pageviews

across multliple display formats


9



Crowd voting

Where do people want to watch web

media in the future?

Do people want to watch web media on

their HDTV?

http://ask500people.com


10



Calero Segmented Market

0.0

10.0

20.0

30.0

40.0

50.0

60.0

2009 2010 2011 2012 2013

Segment Available Market (Mu)

Phone Control

Laptop Control

Wireless Keyboard

HH Remote

Movies On Demand

23Mu cum

Control Internet TV with a Portable Internet Device


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Revenue Model

2008 2009 2010 2011 2012 2013

Direct Sales 0 879 2,769 9,073 23,747 51,594

License Revenue 0 150 300 800 1,650 3,200

Advertising Revenue 0 44 460 2,192 8,481 21,662

Total Revenue 0 1,073 3,530 12,066 33,878 76,455

SG&A 120 4,218 10,763 12,568 17,601 30,088

R&D 300 1,667 2,533 3,229 5,514 12,000

Net Profit (420) (4,812) (9,766) (3,731) 10,763 34,367NP % -448% -277% -31% 32% 45%

Investment 500 6,000 10,000 5,000

Ending Cash Balance 80 1,268 1,502 2,771 13,534 47,902


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Status: May

Team Robert Osann, Sam Beal, Joe Zott

Outsource Engineering Team

Status Self-funded to date

Server software for PC - released

Client software for PC & Windows Mobile - alpha demo

Registered domains and trademarks Web-To-TV.com MediaDancer.com

Filed 2 patents, 1 in preparation


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2008 Priorities

Seed Investment $500K

Product Development Develop Client App - Win Mobile, iPhone, Android

Develop Server App - XBOX360

Marketing Plan Website redesign

Sign Joint Marketing Partner

Launch online advertising campaign

calero executive overview

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