1

June 2012

Centrica’s web app:A case study

2

• Online is integral to our overall communications strategy and planning

• Digital allows us to:

Communicate the corporate story and strategy Engage with communities and stakeholders more effectively Reach a wider audience and offer choice Work efficiently

• As audiences and platforms evolve, we need to move with them and offer choice

Our digital strategy

3

Compelling stats on mobile usage...both generally...:

• 50% of people in the UK own a Smartphone – likely to rise to 75% in 2 years

• The number of mobile internet users will overtake desktop users within the next two years (Morgan Stanley Internet Trends)

• 61% of visitors unlikely to return to a site that provides poor mobile experience (Corporate Eye)

• At the end of 2011 Tablet users made up 2.3% and Mobile phones users a further 5% of FTSE100 site visits (Gaia Insight Online Audience Report)

The mobile landscape

4

....and from our own experience

• Access to Centrica.com via tablet or mobile has been steadily increasing...but a sharp rise in the last 12 months:

Audience regularly accessing investor and media content Apple devices most used but 25% of visits from other devices

• Positive feedback on tablet / mobile usage from our own key audiences – journalists, investors, analysts and colleagues

The Centrica picture

5

The Centrica picture

Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-120.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

FTSE100 Average Centrica.com

Centrica has a large and fast growing mobile audience (excluding tablets) - now over 8% of visits

Based on equally weighted data from FTSE100 sites monitored by Gaia Insight

6

The Centrica picture

iPad traffic has grown rapidly and now accounts for 5% of Centrica.com traffic - again higher than FTSE100 peers

Jun-10 Sep-10 Dec-10 Mar-11 Jun-11 Sep-11 Dec-11 Mar-120.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

FTSE100 Average Centrica.com

Based on equally weighted data from FTSE100 sites monitored by Gaia Insight

7

Based on behavioural analytics, strategy and anecdotal experience, consider mobile approach that:

7

Project brief

• Responds to stakeholder needs...both internal and external

• Will deliver quick, improved access to information.... and a better user experience on mobile devices

• Provides online and offline viewing

• Offers a new and preferred channel for some

• Utilising existing content / feeds from Centrica.com

8

Items for consideration…

• Review of available technology

• Specific focus on IR community to enhance communications

• Utilise content for media and other Centrica audiences

• Low cost – an opportunity to test the concept at low risk

• Shared learnings... work with our web partner to develop proposals

9

Web app....our rationale

Whilst aware of the growing use of high quality native apps and the popularity of Apple’s iPhone and iPad devices, a decision was reached to develop a web app

• Web app can be used across a variety of devices and platforms

• HTML5 enables touch and slide interactivity• Enhanced styling, functionality and multimedia embedding• Accessible to all – does not require a user to find and

download in an online store• Cost effective ....shared development costs• No launch and update approval • Control over web metrics data • Supports our transparent, open online communications

approach

10

Initial delivery

• Focus on media and investor audiences

• Optimised for iPad – subsequent, ongoing updates for more devices

• Design rationale to look and feel part of Centrica digital stable...

• ...but also fresh and mobile-centric

11

Initial delivery

• Images of app, highlighting different content

• options (The Group to add)

12

Initial delivery

13

Initial delivery

14

News

15

Videos

16

Presentations

17

Share price data

18

App launched in March 2012...

• Low key launch

• Delivered to incorporate 2011 Annual Report

• Promotion on Centrica.com front page

• Prompt for all iPad users

• Blogs on Centrica.com and The Group website

19

Initial data has been encouraging...

First 100 Days:

• Over 3,100 visits to the web app (average 31 a day)

• Each visit averages 4.1 interactions (3.1 by iPad users of desktop site)

• Average visit time of over 5 minutes which is longer than average user of Centrica.com

• 80% of visits to the web app are by users of Apple devices

20

Conclusions

• Early days...but promising feedback and data

• A learning process...for both client and agency

• Scope for further development as the technology evolves

• Important channel addition to our communications approach

21

June 2012

Centrica’s web app:A case study