How 'Open Innovation' can contribute to the development of a Mobile Marketing ecosystem

1. Septembre 2nd, 2008 ‘ Open Innovation’ & the Mobile Marketing Ecosystem Mobile Marketing 2008 Congress Warsaw

6. What is ‘Open & Collaborative Innovation’ ? Internal collaboration Innovative ecosystem customers startups Major Corporations Universities Players from other industries External collaboration Major Corporations and brands Outside-In (partnerships, M&A, JV,…) Inside-out (spin-offs,…)

7. Close the Gap with external innovation Research Development Current Market and Business Model Technology acquisition Technology in-licensing External research projects from Universities and Labs (Public or from other corporations) Technology from startups Venture investing Internal R&D Spin-Off Spin-Off New Markets and Disruptive Business Models +

8. Why Open Innovation ? External collaboration plays a key role in nearly 50 percent of P&G's products. We've collaborated with outside partners for generations but the importance of these alliances has never been greater. Our vision is simple. We want P&G to be known as the company that collaborates — inside and out — better than any other company in the world. Chairman of the Board and Chief Executive Officer

18. Close the Gap with external innovation Research Development Current Market and Business Model Technology acquisition Technology in-licensing External research projects from Universities and Labs (Public or from other corporations) Technology from startups Venture investing Internal R&D Spin-Off Spin-Off New Markets and Disruptive Business Models + Current OPSUP scope

19. inputs outputs Deliverables Internal sourcing from : R&D, Next.com, I labs External sourcing from : Web Sites, press releases, conferences… Bring value Challenging “ Make or buy” Develop a standalone project from scratch Contribute to the ecosystem development Build a label approach to improve internal processes (purchasing, legal…) OPSUP process et deliverables (pipeline 2007) “ On demand” sourcing of partners / enablers (> 200 identified) (> 80 contacted) (> 30) (> 10) (> 4) Pilot contract 3 Opportunity studies 1 MoU 2 Beta test project management BETA Collaboration Contribution Problems solving Final launch 4

24. inputs outputs Opportunity studies 1 Beta test project management BETA launch Q4 - 2007 4 Deliverables Start-up screening from our 2.0 companies networks Processes and deliverables: in real life On your mobile 6 months public beta test 3,5 months 3,5 months = 7 months from meeting To beta Pilot contract 3 MoU 2

28. inputs outputs Opportunity studies 1 Trial with Lab’O BETA trial Q2 - 2008 4 Deliverables Start-up screening from our 2.0 companies networks Processes and deliverables Jan 2008 Mar 2008 Jun 2008 Jul/Aug 2008 1 months Pilot contract 3 MoU 2 Prepare launch with OFR 5

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