DAPMay 6, 2010

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Overview:

• BREW pricing terminology introduction• Demonstrate where DAP is submitted within the

Qualcomm Developer Extranet • Review pricing guidelines and illustrate using non-

subscription pricing example• FAQ• Appendix – Lists of Pre-defined CLPs and DAPs for

subscription pricing

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BREW Ecosystem Pricing Terminology Overview

Name Description

DAP Developers enters DAP (Developer Application Price) into the Qualcomm Developer Extranet. Developers will receive 80% of DAP as its revenue share.

List price (CLP)

The Carrier List Price is the retail price that the operator charges the subscriber.

Pricing method

Supported pricing methods include the following: For applications:Demonstration PurchaseSubscriptionUpgrade Preinstall

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License Brew Brew wrapped Java

Brew wrapped widgets

Demo

Uses

Days

Time

Purchase

Uses

Days

Expiration Date

Elapsed Time

Unlimited

Subscription Monthly

Upgrade

Supported Licensing Methods for AT&T AppCenter:

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• Developers enter DAP into the Developer Extranet. The screenshot below illustrates the exact fields. The CLP is based on the DAP set by the Developer and the desired revenue share split.

• For non-subscription licensing, developers can select any value as long as it is consistent with the terms of the AT&T Developer License Agreement (the BMP click-thru contract)

• For subscriptions, AT&T has provided a pre-defined list of DAPs and corresponding CLPs (see Appendix for this list). If a developer wishes to set a DAP outside this pre-defined list, they should enter the DAP into the Developer Extranet and communicate the desired DAP to ATT by email to AttAppsTeam@att.com. This will allow AT&T to perform the appropriate setup on our Billing system to support the corresponding CLP

Where is DAP entered in the Qualcomm Developer Extranet?

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• Developer enters DAP (Developer Application Price) into the Developer Extranet.  Developer will receive 80% of DAP as its revenue share.

• The retail price is derived from the DAP through a formula that translates the developer’s share of the DAP (80%) into an appropriate revenue share of the retail price. Based on this formula, the developer’s revenue share is 70% of the retail price for non-preloaded, non-white labeled titles, and 60% of the retail price for preloaded apps (excluding white-labels)

• The retail price (CLP) is entered into the Management Center by Qualcomm on behalf of the Publishers.• The table below illustrates some scenarios of non-subscription DAPs and corresponding CLPs for downloads and

preloads for non-white labeled titles

DAP tables to illustrate two scenarios of revenue shares

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70% (non-preloaded, non-white labeled titles)

Retail Price CP enters this DAP to receive 70%(retail price*0.7)/0.8

$1.99 DAP: $1.74 CP receives $1.39

$2.99 DAP: $2.62 CP receives $2.09

$3.99 DAP: $3.49 CP receives $2.79

$6.99 DAP: $6.12 CP receives $4.89

$8.99 DAP: $7.86 CP receives $6.29

60% (preloaded apps and widgets, excluding white-labels)

Retail Price CP enters this DAP to receive 60%(retail price*0.6)/0.8

$1.99 DAP: $1.49 CP receives $1.19

$2.99 DAP: $2.24 CP receives $1.79

$3.99 DAP: $2.99 CP receives $2.39

$6.99 DAP: $5.24 CP receives $4.19

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FAQ

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Announced AT&T Policies

1 Will all revenue shares be split with 70% to developer No. 70% is the new standard, but expect preloads to be 60% and exceptions to apply on case-by-case basis.

2 When will new revenue shares be implemented? The click-thru contract for BMP is available now. Rev shares will be implemented as and when developers sign the contract.

3 What do Developers need to do to get new revenue shares?

AT&T Biz Dev has engaged G1 & G2 Developers to sign the click-thru contracts. The remaining Developers can submit content to AT&T for review via the AT&T Developer Dashboard (register at http://developer.att.com, then login to the submission tool to https://www.devcentralonboarding.com/BMPCert_UVControlPanel.aspx). If your content is approved by AT&T, then AT&T Biz dev will engage you to sign the contract. Later this year, the BMP click-thru will be available for signing via AT&T Developer Dashboard.

4 Who sets the price? By setting the DAP, Developer determines the CLP with pricing parameters established in contracts. Operator enters the customer-facing price or Carrier List Price (CLP).

5 How does a Developer set a subscription DAP not listed in AT&T’s pre-defined list in the Appendix?

Enter the desired DAP in the Developer Extranet and send an email to AttAppsTeam@att.com providing your company name, the title name, and the desired DAP

General BMP

6 What does DAP stand for? Developer Application Price. This is the price upon which the Developer revenue share is based and upon which the CLP/Retail Price is based.

7 What do Developers need to know about DAP and ingestion with AT&T?

Mechanics: Developers set DAP in the Developer Extranet (DX) tool and receives 80% of this for their rev share. Developers get access to the DX upon registration with QC. DAP is applied at the build level.

8 What is CLP? Carrier List Price. This is the retail price that the operator charges subscriber.

9 What is the flow of funds? Customer buys title > Qpass bills and collects funds > AT&T submits funds to QC > QC pays Developers

AT&T Developer Dashboard

10 What is AT&T Developer Dashboard? For initial release, AT&T Developer Dashboard will facilitate content submission and review.

11 How will AT&T Developer Dashboard integrate with QC? Future releases are TBD, but AT&T is seeking to streamline ingestion process.

Additional Resources

12 Where can I get additional answers? Existing Qualcomm BREW developers can contact their Qualcomm representative. If you are not yet a Brew developer, please contact qmd-support@att.com

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AppendixLists of pre-defined CLPs and DAPs for subscription pricing

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• AT&T has a pre-defined list of subscription DAPs (and corresponding CLPs) that developers can use for their non-preloaded, non white-labeled titles

• To set a subscription DAP outside this list, developers should enter the DAP into the Developer Extranet and communicate to AT&T the desired DAP, their company name, and the title name, by email to AttAppsTeam@att.com. This will allow AT&T to perform the appropriate setup on our Billing system to support the corresponding CLP .

• For non-subscription pricing, Developers can offer any DAP they wish, as long as it is consistent with the terms of the AT&T Developer License Agreement (the BMP click-thru contract)

• The list of DAPs and CLPs for non-preloaded, non-white labeled subscription titles is as follows

Pre-defined Subscription CLPs & DAPs – Non-preloaded, non white-labeled titles

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Retail Price CP enters this subscription DAP CP's share

$1.99 $1.74 $1.39$2.49 $2.18 $1.74$2.99 $2.62 $2.09$3.49 $3.05 $2.44$3.99 $3.49 $2.79$4.49 $3.93 $3.14$4.99 $4.37 $3.49$5.49 $4.80 $3.84$5.99 $5.24 $4.19$6.49 $5.68 $4.54$6.99 $6.12 $4.89$7.49 $6.55 $5.24$7.99 $6.99 $5.59$8.49 $7.43 $5.94$8.99 $7.87 $6.29$9.49 $8.30 $6.64$9.99 $8.74 $6.99

$10.49 $9.18 $7.34$10.99 $9.62 $7.69$11.49 $10.05 $8.04$11.99 $10.49 $8.39$12.49 $10.93 $8.74$12.99 $11.37 $9.09

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Pre-defined Subscription CLPs & DAPs – Non-preloaded, non white-labeled titles (cont)

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Retail Price CP enters this subscription DAP CP's share

$13.49 $11.80 $9.44$13.99 $12.24 $9.79$14.49 $12.68 $10.14$14.99 $13.12 $10.49$15.49 $13.55 $10.84$15.99 $13.99 $11.19$16.49 $14.43 $11.54$16.99 $14.87 $11.89$17.49 $15.30 $12.24$17.99 $15.74 $12.59$18.49 $16.18 $12.94$18.99 $16.62 $13.29$19.49 $17.05 $13.64$19.99 $17.49 $13.99$20.49 $17.93 $14.34$20.99 $18.37 $14.69$21.49 $18.80 $15.04$21.99 $19.24 $15.39$22.49 $19.68 $15.74$22.99 $20.12 $16.09$23.49 $20.55 $16.44$23.99 $20.99 $16.79$24.49 $21.43 $17.14$24.99 $21.87 $17.49$25.49 $22.30 $17.84$25.99 $22.74 $18.19$26.49 $23.18 $18.54$26.99 $23.62 $18.89$27.49 $24.05 $19.24$27.99 $24.49 $19.59$28.49 $24.93 $19.94$28.99 $25.37 $20.29$29.49 $25.80 $20.64$29.99 $26.24 $20.99

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• AT&T has a pre-defined list of subscription DAPs (and corresponding CLPs) that developers can use for their preloaded, non white-labeled titles

• To set a subscription DAP outside this list, developers should enter the DAP into the Developer Extranet and communicate to AT&T the desired DAP, their company name, and the title name, by email to AttAppsTeam@att.com. This will allow AT&T to perform the appropriate setup on our Billing system to support the corresponding CLP .

• For non-subscription pricing, Developers can offer any DAP they wish, as long as it is consistent with the terms of the AT&T Developer License Agreement (the BMP click-thru contract)

• The list of DAPs and CLPs for preloaded, non-white labeled subscription titles is as follows

Pre-defined Subscription CLPs & DAPs – Preloaded, non white-labeled titles

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Retail Price CP enters this subscription DAP CP's share

$1.99 $1.49 $1.19$2.49 $1.87 $1.49$2.99 $2.24 $1.79$3.49 $2.62 $2.09$3.99 $2.99 $2.39$4.49 $3.37 $2.69$4.99 $3.74 $2.99$5.49 $4.12 $3.29$5.99 $4.49 $3.59$6.49 $4.87 $3.89$6.99 $5.24 $4.19$7.49 $5.62 $4.49$7.99 $5.99 $4.79$8.49 $6.37 $5.09$8.99 $6.74 $5.39$9.49 $7.12 $5.69$9.99 $7.49 $5.99

$10.49 $7.87 $6.29$10.99 $8.24 $6.59$11.49 $8.62 $6.89$11.99 $8.99 $7.19$12.49 $9.37 $7.49$12.99 $9.74 $7.79

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Pre-defined Subscription CLPs & DAPs – Preloaded, non white-labeled titles (cont)

AT&T Proprietary (Restricted) – SR3 Project Hop OnlyOnly for use by authorized individuals or any above-designated

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Retail Price CP enters this subscription DAP CP's share

$13.49 $10.12 $8.09$13.99 $10.49 $8.39$14.49 $10.87 $8.69$14.99 $11.24 $8.99$15.49 $11.62 $9.29$15.99 $11.99 $9.59$16.49 $12.37 $9.89$16.99 $12.74 $10.19$17.49 $13.12 $10.49$17.99 $13.49 $10.79$18.49 $13.87 $11.09$18.99 $14.24 $11.39$19.49 $14.62 $11.69$19.99 $14.99 $11.99$20.49 $15.37 $12.29$20.99 $15.74 $12.59$21.49 $16.12 $12.89$21.99 $16.49 $13.19$22.49 $16.87 $13.49$22.99 $17.24 $13.79$23.49 $17.62 $14.09$23.99 $17.99 $14.39$24.49 $18.37 $14.69$24.99 $18.74 $14.99$25.49 $19.12 $15.29$25.99 $19.49 $15.59$26.49 $19.87 $15.89$26.99 $20.24 $16.19$27.49 $20.62 $16.49$27.99 $20.99 $16.79$28.49 $21.37 $17.09$28.99 $21.74 $17.39$29.49 $22.12 $17.69$29.99 $22.49 $17.99