April
INSTANTCHESS.COM BUSINESS PROFILE J.S.C. Talanto Technologies 09
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INSTANTCHESS.COM BUSINESS PROFILE
Table of Contents OVERVIEW.................................................................................................................. 3 KEY FACTS .................................................................................................................. 4 BUSINESS DESCRIPTION .............................................................................................. 5 MAJOR PRODUCTS AND SERVICES .............................................................................. 6 CUSTOMER PROFILES ................................................................................................. 9 PERFORMANCE ........................................................................................................ 10 TOP COMPETITORS ................................................................................................... 11 COMPANY VIEW ....................................................................................................... 12 TALANTO TECHNOLOGIES ......................................................................................... 14 INSTANTCHESS.COM BUSINESS PROFILE
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OVERVIEW InstantChess.com is one of the three leading online chess playing zones, subscription fee‐based providers in the world. In contrast to two other providers, which are mostly oriented on professional chess world, InstantChess.com is positioned as a place for casual playing targeting office workers allowing them to digress from routine and relive stress during work breaks. In support of this concept, InstantChess.com is designed to be clear and simple to use, giving users ability to start game just in 15‐20 seconds after clicking www.InstantChess.com. The site does not require registration or any downloads so all that is needed is just a single click to start playing. To encourage workers to spend 10‐15 minutes a day playing its slogan is – InstantChess.com is a cup of coffee compatible. 
InstantChess.com is a registered trademark by J.S.C. Talanto Technologies 4
INSTANTCHESS.COM BUSINESS PROFILE
KEY FACTS Web Address www.InstantChess.com Year of pre‐commercial launch November 2000 Year of commercial launch August 2001 Developer and owner Servers Number of servers, location J.S.C. Talanto Technologies Location San Antonio, Texas, USA Servers OS Linux (CentOS) Database MySQL Web application platform Visitors1 Total unique visitors Adobe Flash Page views > 21,000,000 per year Average time spent on site per visit Geography 6:30 minutes United States 4 > 1,400,000 per year 35.65%
United Kingdom 8.94%
Canada 5.69%
Russia 4.36%
India 3.60%
Australia 2.73%
Other countries 39.03% 207 countries 1
According to Google Analytic reports for period from 1 March 2008 to 1 March 2009. Reports are enclosed to this document INSTANTCHESS.COM BUSINESS PROFILE
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BUSINESS DESCRIPTION Talanto Technologies develops and continuously improves web‐based software for playing chess online, accessed on a usage‐based or period‐based subscription model on www.InstantChess.com. The company also offers organization of internal chess events to Russian companies and large chess tournaments to web sites. 6
INSTANTCHESS.COM BUSINESS PROFILE
MAJOR PRODUCTS AND SERVICES STANDARD SUBSCRIPTION Usage‐based. Main features:  Online and correspondence chess play  4 chess ratings  Personal profile  Calculation of wide range of statistic reports 75 games 150 roubles (aprx. $4.51)2 250 games 500 roubles (aprx. $15.03) 375 games 750 roubles (aprx. $22.55) 500 games 1000 roubles (aprx. $30.06) 2
US dollars. Dollar amounts are recalculated daily accordingly to currency exchange rate provided on Bloomberg.com. Shown amounts were on 29 April 2009. INSTANTCHESS.COM BUSINESS PROFILE
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PREMIUM SUBSCRIPTION Period‐based. Main features:  All from Standard subscription, plus  Unlimited games  Live tournaments  Participation in record tables  Teams 1 month 500 roubles (aprx. $15.03) 3 months 750 roubles (aprx. $22.55) 6 months 1000 roubles (aprx. $30.06) 1 year 1500 roubles (aprx. $45.09) 2 years 2000 roubles (aprx. $60.13) 3 years 2500 roubles (aprx. $75.16) 5 years 4000 roubles (aprx. $120.25) The pricing model has been experimentally adjusted and improved for users since it launched in 2001. In addition to offering customers access to chess playing software, the company is committed to providing a friendly and fair environment supported by responsive customer service. The company has developed highly automated administrative software that delivers high quality customer service with a single administrator. Main customer service operations:  Collection and investigation of language abuses with further removal of the chat option from abusers  Detection and investigation of cheating cases  Processing customers queries including usage and subscription support 8
INSTANTCHESS.COM BUSINESS PROFILE
ONLINE TOURNAMENTS Corporate chess tournaments Place of realization Firm’s intranet Technical requirements Any web‐browser with Flash support Tournament system Swiss3 1:50 hours / 10 participants 3:10 hours / 25 participants Duration 3:50 hours / 50 participants 4:30 hours / 100 participants Fee for up to 100 participants event 164,000 roubles (aprx. $4,930) Each additional participant 1,440 roubles (aprx. $43.27) Large tournaments for web sites Talanto Technologies offers web sites and theirs sponsors a great opportunity to exploit a chess tournament for brand and marketing opportunities. The tournament is hosted to ensure access complies, with the web site interface or sponsor style and under its brand. Terms can be tailored and operational within 2 weeks. In 2006 the leading Russian online newspaper Gazeta.ru4 enabled 3,166 participants to play chess over 45 days linked from its site and amassing 45,356 cumulative hours during 259,483 games. Gazeta.ru received highly satisfied feedbacks from its readers5 and several awards for this event. 3
Click here for details ‐ http://en.wikipedia.org/wiki/Swiss_system_tournament INSTANTCHESS.COM BUSINESS PROFILE
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CUSTOMER PROFILES Age 6 – 15 years 4.0% 16 – 25 years 13.5% 26 – 35 years 26.2% 36 – 45 years 20.5% 46 – 55 years 19.2% 55 – 65 years 10.6% > 65 years 6.1% Gender Male 95.6% Female 4.4% 10
INSTANTCHESS.COM BUSINESS PROFILE
PERFORMANCE INSTANTCHESS.COM BUSINESS PROFILE
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TOP COMPETITORS The following products and services are major competitors of InstantChess.com: 
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Solitaire, FreeCell and other games included in standard delivery of Windows Yahoo! Games and MSN Games The following services position InstantChess.com as a competitor as it attracts their customers (but much less vice‐versa), specifically people who do not need all the professional chess features that these sites provide: 

Internet Chess Club www.chessclub.com PlayChess www.playchess.com Following services provided free and preferred by some of InstantChess.com potential customers, specifically people who do not desire features provided on paid sites, such as sophisticated interface, stability, successful implementation of anti abusers and cheaters policies: 
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Yahoo! Chess MSN Chess Pogo Chess Free Internet Chess Server (FICS) www.freechess.org 12
INSTANTCHESS.COM BUSINESS PROFILE
COMPANY VIEW During the years prior to 2006, the company developed InstantChess.com growth by continuously improving the service and adding new features. However, during 2006 this strategy was exhausted, critical mass of features achieved and adding new ones did not have the same impact that earlier features created. Thus, from 2006 company focused on two alternative strategies for growth:  Finding a best ways to promote service, and  Perfecting its customer service Since 2006 the company has allocated an advertising budget for Google AdWords and during 2007 reformed its customer support with a significantly improvement to this software. These initiatives helped the company to achieve noticeable growth in 2007. To outperform 2007, the company is now focused implementing a Service Profit Chain
model that should increase customer intimacy, achieve high level of satisfaction, loyalty and so willingness to renew subscriptions. In the future the company will also look at the following opportunities to create growth:  Scaling its web‐application onto mobile platforms for Nokia S60, iPhone and Mobile Java. The company has already developed a pilot version for S60, (developed and documented design and currently seeking for partner – www.gchess.com INSTANTCHESS.COM BUSINESS PROFILE
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Partner with a coffee producer, coffee‐shop operator or coffee related products to answer on questions: With what coffee InstantChess.com is compatible? and/or In which place it is best compatible? To find partners in different countries who are capable to promote InstantChess products to domestic users, understanding cultural and business local features. Adjourned initiatives:  Instant Chess Club – an integrated hardware and software solution that puts chess activity into any intranet. Literally it is a Mini InstantChess inside school or university network with an improved community tools (chat, forum, webmessaging) and internal chess events (tournaments).  Tailored tutorials on the basis of the significant statistic database for each player Talanto Technologies also admits a possibility to integrate InstantChess.com into popular Internet portal or web site, which will provide successful synergy. 14
INSTANTCHESS.COM BUSINESS PROFILE
TALANTO TECHNOLOGIES InstantChess.com is the biggest project Talanto Technologies company is currently involved in, utilizing approximately 40% of the company resources. A joint stock company Talanto Technologies was established in 1999. A developer and provider of web‐base game applications and services for InstantChess.com, Talanto Technologies is the 100% owner of InstantChess.com. The company has 4 fulltime and 3 part‐time employees and leases 60 square meters for its office in central Moscow, Russian Federation. Besides InstantChess.com and related projects, the company also provides e‐business consulting and user‐friendly interfaces designing (e.g. for any account based sites and e‐banks and etc.). CEO Dmitry Gavrilyuk Office JSC Talanto Technologies Posledniy perulok, 13 107045 Moscow Russian Federation Phone/Fax +7 495 737 0783 Web Address http://www.talanto.com Email [email protected] www.instantchess.com
Mar 1, 2008 - Mar 1, 2009
Visitors Overview
Comparing to: Site
Visitors
10,000
10,000
5,000
5,000
March 3, 2008
April 5, 2008
May 8, 2008
June 10, 2008
July 13, 2008
August 15, 2008
September 17, 200
October 20, 2008
November 22, 2008
December 25, 2008
January 27, 2009
March 1, 2009
1,493,008 people visited this site
4,999,797 Visits
1,493,008 Absolute Unique Visitors
21,873,144 Pageviews
4.37 Average Pageviews
00:06:30 Time on Site
17.39% Bounce Rate
29.19% New Visits
Technical Profile
Browser
Visits
% visits
Connection Speed
Visits
% visits
Internet Explorer
3,467,398
69.35%
Unknown
1,734,002
34.68%
Firefox
1,209,184
24.18%
DSL
1,405,823
28.12%
Safari
171,768
3.44%
Cable
1,209,023
24.18%
Opera
86,308
1.73%
T1
437,379
8.75%
Chrome
33,659
0.67%
Dialup
162,001
3.24%
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Google Analytics
www.instantchess.com
Mar 1, 2008 - Mar 1, 2009
Pageviews for all visitors
Comparing to: Site
Pageviews
80,000
80,000
40,000
40,000
March 3, 2008
April 5, 2008
May 8, 2008
June 10, 2008
July 13, 2008
August 15, 2008
September 17, 200
October 20, 2008
November 22, 2008
December 25, 2008
January 27, 2009
March 1, 2009
21,873,144 Pageviews
Saturday, March 1, 2008
0.33% (71,629)
Sunday, March 2, 2008
0.32% (69,945)
Monday, March 3, 2008
0.33% (72,394)
Tuesday, March 4, 2008
0.34% (73,977)
Wednesday, March 5, 2008
0.34% (73,951)
Thursday, March 6, 2008
0.32% (70,906)
Friday, March 7, 2008
0.30% (65,377)
Saturday, March 8, 2008
0.30% (66,247)
Sunday, March 9, 2008
0.29% (63,611)
Monday, March 10, 2008
0.32% (69,902)
Tuesday, March 11, 2008
0.32% (70,461)
Wednesday, March 12, 2008
0.31% (67,489)
Thursday, March 13, 2008
0.31% (68,808)
Friday, March 14, 2008
0.34% (73,788)
Saturday, March 15, 2008
0.30% (66,068)
Sunday, March 16, 2008
0.30% (66,277)
Monday, March 17, 2008
0.32% (70,703)
Tuesday, March 18, 2008
0.33% (72,237)
Wednesday, March 19, 2008
0.33% (72,599)
Thursday, March 20, 2008
0.32% (69,924)
Friday, March 21, 2008
0.33% (71,186)
Saturday, March 22, 2008
0.31% (68,576)
Sunday, March 23, 2008
0.31% (68,055)
Monday, March 24, 2008
0.32% (70,001)
Tuesday, March 25, 2008
0.32% (69,811)
Wednesday, March 26, 2008
0.32% (69,406)
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Google Analytics
www.instantchess.com
Mar 1, 2008 - Mar 1, 2009
Absolute Unique Visitors
Comparing to: Site
Visitors
10,000
10,000
5,000
5,000
March 3, 2008
April 5, 2008
May 8, 2008
June 10, 2008
July 13, 2008
August 15, 2008
September 17, 200
October 20, 2008
November 22, 2008
December 25, 2008
January 27, 2009
March 1, 2009
1,493,008 Absolute Unique Visitors
Saturday, March 1, 2008
0.31% (8,750)
Sunday, March 2, 2008
0.29% (8,147)
Monday, March 3, 2008
0.33% (9,477)
Tuesday, March 4, 2008
0.35% (9,792)
Wednesday, March 5, 2008
0.34% (9,657)
Thursday, March 6, 2008
0.33% (9,335)
Friday, March 7, 2008
0.33% (9,314)
Saturday, March 8, 2008
0.29% (8,162)
Sunday, March 9, 2008
0.27% (7,677)
Monday, March 10, 2008
0.31% (8,812)
Tuesday, March 11, 2008
0.33% (9,237)
Wednesday, March 12, 2008
0.32% (9,105)
Thursday, March 13, 2008
0.32% (9,185)
Friday, March 14, 2008
0.32% (9,080)
Saturday, March 15, 2008
0.27% (7,772)
Sunday, March 16, 2008
0.26% (7,389)
Monday, March 17, 2008
0.31% (8,683)
Tuesday, March 18, 2008
0.32% (8,965)
Wednesday, March 19, 2008
0.32% (9,096)
Thursday, March 20, 2008
0.31% (8,859)
Friday, March 21, 2008
0.28% (8,024)
Saturday, March 22, 2008
0.29% (8,119)
Sunday, March 23, 2008
0.26% (7,334)
Monday, March 24, 2008
0.30% (8,508)
Tuesday, March 25, 2008
0.31% (8,915)
Wednesday, March 26, 2008
0.32% (9,016)
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Google Analytics
www.instantchess.com
Mar 1, 2008 - Mar 1, 2009
Map Overlay
Comparing to: Site
Visits
1,782,438
1
4,999,797 visits came from 215 countries/territories
Site Usage
Visits
Pages/Visit
Avg. Time on Site
% New Visits
Bounce Rate
4,999,797
4.37
00:06:30
29.33%
17.39%
% of Site Total:
100.00%
Site Avg:
4.37 (0.00%)
Site Avg:
00:06:30 (0.00%)
Site Avg:
29.19% (0.47%)
Site Avg:
17.39% (0.00%)
Country/Territory
United States
Visits
Visits
1,782,438
35.65%
United Kingdom
447,003
8.94%
Canada
284,516
5.69%
Russia
217,991
4.36%
India
180,075
3.60%
Australia
136,693
2.73%
Brazil
109,560
2.19%
Netherlands
107,665
2.15%
Germany
89,963
1.80%
Sweden
79,438
1.59%
Visits
31.29%
5.69%
1
8.94%
35.65%
Google Analytics