Conference : Silicon India ; Location : Mumbai ; Date : 30-04-2011

1. Topic : Digital Strategies 2010 – 11 @ Sify.com Presented by : Shivam Srivastava ; National Manager – Strategy; Sify Technologies (www.sify.com) Conference : Silicon India ; Location : Mumbai ; Date : 30-04-2011

2. Case Study – Cricket World Cup 2011 @ Sify • Objective: Creating a mega event around CWC and marketing the same through Social media; rich interactive content and other networks. • Key Differentiator: Application, Widget which could be plugged into social media platforms. LIVE Match CrickTweet Cricketer Look - Alike

3. Partners for the CWC event: Reach: 130 Million Page Views and 5 Million Unique Users • Achievement &Learning: • LG was the “most talked brand” during CWC 2011. • Brands got great traction on social media via interactive applications. • “No. 1 in time spent per visit”. User stickeness • On Comscore Matrix under Sports Category Sify gained No. 3 Rank.

4. Interactive LIVE Match : Application Flow & Mocks User clicks ‘Play’ to begin Note: The application to start the video from the point user enters. For example: If the user has come after 3 hours late into the match, the application will start the video from that point onwards

5. Match Screen: > Team names and Venue with Batting & Bowling status display Facebook ‘like’ unit Branding Social Media Sharing Area

6. Play: Non-strike batsman (Small circle) Live score, changes on the fly Batsman on strike (bigger circle) Fielders: Field position to change with each over Wicket keeper Bowler • Bowler, wicket keeper and fielders to change position after each over • Batsman dot colours to change to country/ uniform specific colours (IF technically possible) • For animation sequence and effects please refer to the attached flash file

7. Play: Indicates 4 - boundary

8. Play: Indicates 6 - boundary

9. Play: Indicates fall of wicket

10. Play: All dots (fielders) to join and make a bigger circle once a wicket has fallen

11. Play: • Bowler, wicket keeper and fielders to change position after each over • Batsman dot colours to change to country/ uniform specific colours (IF technically possible) • For animation sequence and effects please refer to the attached flash file BACK

12. CrickTweet : Application Flow & Mocks

13. Main Screen: Facebook ‘like’ unit Find out what people say about cricketers Type a keyword and select ‘GO’ to proceed OR Just click on a available keyword Sachin Recent searches will appear here in scrolling fashion (these keywords will be moderated) Social Media Sharing Area

14. The Tweets: Find out what people say about cricketers Portrait image is formed Text in white are all the tweets Social Media Sharing Area

15. The Tweets: Find out what people say about cricketers Portrait image is formed When users moves the mouse over the word, it will get highlighted and a pop-up will show the actual tweet that includes the searched key word. The popup to close on mouse -out Text in white are all the tweets

16. The Tweets: Find out what people say about cricketers User can even mouse over outside the picture area Even if the user does not mouse over on the picture, the application should automatically display pop-up of each tweet one by one in an interesting animated fashion. BACK

17. Cricketer Look – Alike : Application Flow & Mocks

18. Main Screen: Application description Application branding Facebook ‘like’ unit Top most matches profiles. User photo will appear here 1/19 Intro text OR important messages Branding area Link to sponsor’s page Social Media Sharing Area

19. Comparing: User selected photo Takes user to the ‘Browse and upload’ screen Change 1/19 User clicks on the button to start comparing

20. Results: Back Takes user to the ‘Login’ process screen BACK

21. Thank You !!