Document:

exv4w4

	 	 	 	 	 

Exhibit 4.4

SECOND AMENDMENT TO RIGHTS AGREEMENT

     This Second Amendment (this “Amendment”) is made as of November 12, 2010 between Imation
Corp., a Delaware corporation (the “Company”), and Wells Fargo Bank, National Association, as
successor rights agent (the “Rights Agent”), to the Rights Agreement dated as of June 21, 2006, as
amended, between the Company and The Bank of New York, a New York banking corporation (collectively
the “Original Agreement”).

     WHEREAS, pursuant to Section 21 of the Original Agreement, effective as of November 15, the
Company has removed The Bank of New York as rights agent and desires to appoint Rights Agent as the
successor Rights Agent; and

     WHEREAS, Rights Agent agrees to act as successor rights agent under the Original Agreement.

     Accordingly, the parties hereby agree as follows:

     1. Effective as of November 15, 2010, Rights Agent accepts the appointment as rights agent
under the Original Agreement and agrees to act in accordance with the terms of the Original
Agreement. Rights Agent shall be vested with the same powers, rights, duties and responsibilities
as if it had been originally named as rights agent. Rights Agent shall not be liable for any act
or failure to act of the original rights agent.

     2. Rights Agent warrants that: (a) it is an entity organized and doing business under the laws
of the United States in good standing (b) is authorized to exercise corporate trust and/or stock
transfer powers and (c) either alone or together with its Affiliates, has at the time of its
appointment a combined capital and surplus of at least $50,000,000.

     3. The last sentence of Article 8 is hereby deleted and replaced with the following:

Subject to applicable law and regulation, the Rights Agent shall maintain (i) in a
retrievable database electronic records of all cancelled or destroyed stock certificates
which have been canceled or destroyed by the Rights Agent. The Rights Agent shall maintain
such electronic records for the time period required by applicable law and regulation. Upon
written request of the Corporation (and at the expense of the Corporation), the Rights Agent
shall provide to the Corporation or its designee copies of such electronic records relating
to rights certificates cancelled or destroyed by the Rights Agent.

     4. The words “Signature Guarantee” on the Form of Assignment of the Rights Certificate
(Exhibit B) shall be amended to read: “Signature Medallion Guaranteed.”

 

 

     5. By its execution and delivery hereof, the Company states that this Amendment is in
compliance with the terms of Section 27 of the Original Agreement and directs the Rights Agent to
execute this Amendment.

     6. The Original Agreement shall remain in full force and effect without amendment, except for
this Amendment and any other amendment made in accordance with Section 27 of the Original
Agreement. All terms used in this Amendment that are defined in the Original Agreement but are not
defined herein shall have the meanings ascribed to them in the Original Agreement. All references
in the Original Agreement to “this Agreement,” “the Agreement,” or “hereof” and all references in
this Amendment to the Agreement shall hereafter be deemed to be references to the Original
Agreement as amended by this Amendment and any other amendment made in accordance with Section 27
of the Original Agreement.

     7. This Amendment shall be deemed to be a contract made under the laws of the State of
Delaware and for all purposes shall be governed by and construed in accordance with the laws of
such State applicable to contracts made and to be performed entirely within such State; provided,
however, that the rights, obligations and duties of the Rights Agent hereunder shall be governed by
and construed in accordance with the laws of the State of New York.

     IN WITNESS WHEREOF, the parties have caused this Amendment to be duly executed as of the date first
written above.

	 	 	 	 	 
	 	IMATION CORP.

 	 
	 	By:  	/s/ Paul R. Zeller
 	 
	 	 	Its Senior Vice President and CFO 	 
	 	 	 	 
	 
	 	WELLS FARGO BANK, NATIONAL ASSOCIATION

 	 
	 	By:  	/s/ Steven J. Hoffman
 	 
	 	 	Its Vice PresidentEX-10.11

Exhibit 10.11

English Translation of Internet Marketing Service Agreement

	 	 	 
	Party A:

	 	FAW Mazda Motor Sales Co., Ltd. (“FAWMazda”)
	 
	Party B:

	 	Beijing Bitauto Internet Information Company Limited (“BBII”)
	 
	Party C:

	 	Beijing C&I Advertising Company Limited (“CIG”)

     Party A, Party B and Party C hereby enter into the following agreement (“Agreement”)
with respect to the Internet marketing services that Party A intends to source to Party B and Party
C.

ARTICLE 1

SCOPE OF INTERNET MARKETING SERVICES

	 	 	The Internet marketing services shall include the following:
	 
	1.1	 	Party B shall provide Party A with website creation and maintenance services. See Article 2
for details;
	 
	1.2	 	Party B shall provide Party A with Internet public relation services. See Article 3 for
details;
	 
	1.3	 	Party B shall provide Party A with regional Internet marketing support services. See Article
4 for details;
	 
	1.4	 	Party B shall provide Party A with Internet user database management services. See Article 5
for details; and
	 
	1.5	 	Party C shall provide Party A with Internet advertising services. See Article 6 for details.

ARTICLE 2

WEBSITE CREATION AND MAINTENANCE SERVICES

     Details of such services shall be set forth in the relevant website creation and maintenance
agreements to be entered into between Party B and the Department of General Administration and
Human Resources of Party A.

ARTICLE 3

INTERNET PUBLIC RELATION SERVICES

	3.1	 	Scope of Online Public Relation Services

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	 	 	The Internet public relation services to be provided by Party B to Party A shall include
Daily Promotion services and online campaigns services.
	 
	3.2	 	Daily Promotion Services
	 
	 	 	The Daily Promotion services shall include developing overall strategies and plans for
online public relations and promotions; issuing press releases on the Internet; managing
online public relation crises; managing and developing relationships with Internet media;
monitoring the Internet content and public relation crises; maintaining vehicle model
information, Internet forums and comments; and submitting summary reports on the Daily
Promotion services provided.
	 
	3.3	 	Online Campaign Services

	 	1)	 	Online campaigns shall include marketing campaigns launched independently and
other marketing or promotional activities that need cooperation on the Internet.
	 
	 	2)	 	Party B shall provide a detailed proposal for each Online campaign. The
proposal shall set forth the theme, purpose, content, process and budget of each
campaign and support needed for the campaign.
	 
	 	3)	 	The online campaign proposal shall be approved by Party A before
implementation.
	 
	 	4)	 	The campaign shall be organized and implemented by Party B.
	 
	 	5)	 	Based on the project needs, Party B shall draft press releases for the
campaigns and publish such press releases on the Internet media.
	 
	 	6)	 	Party B shall plan, design, prepare and organize materials for the online
campaign activities. Product information used in such online campaign activities shall
be accurate and fluent.
	 
	 	7)	 	Party A shall provide the necessary support for online activities and shall
coordinate Party B with other service providers of Party A.
	 
	 	8)	 	During the implementation of online campaigns, Party B shall keep Party A
updated of the implementation progress and any changes.
	 
	 	9)	 	Expenses related to online campaigns shall be separately agreed upon. Party A
agrees to pay Party B *** of the budget of each online activity as the implementation
service fee.

	3.4	 	Payment of Internet Public Relation Fees 

	 	1)	 	Payment of Daily Promotion service fees

	 	a)	 	Daily Promotion service fees shall be incorporated into
the Internet advertising service fees that Party A pays to Party C
pursuant to Subsection 8 of Article 6 and shall be paid by Party 

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	 	 	 	C to Party B. Party A shall not make separate payment to Party B with
regard to Daily Promotion service fees.

	 	2)	 	Payment of Online Campaign fees

	 	a)	 	Within ten days after the end of each campaign, Party B
shall provide Party A summary report on the project, summary report on
fees and expenses, and official invoices. Within four days after
receiving such documents, Party A shall confirm such reports and submit
to its finance department to process. Party A shall make full payment
to Party B within *** after Party A’s finance department approves such
fees and expenses.
	 
	 	b)	 	At the request of Party A, the out-of-town traveling
expenses incurred by Party B in connection with organizing online
campaigns or attending marketing meetings for Party A shall be paid
together with the payment of campaign costs or periodically as agreed
upon. The fixed allowance is *** per person per day (including
boarding, meals, telecommunication, local travel and other expenses).
Travel expenses shall be reimbursed as actually incurred. Travel by air
shall be limited to economy class. Travel expenses shall include
airport construction fee, insurance and fuel surcharge. The number of
days used to calculate out-of-town allowances shall commence from the
date of hotel check-in. Same-day trip counts as one day. No third party
invoices are needed.

	 	3)	 	Payment of Commercial Taxes

	 	a)	 	Party A shall be responsible for commercial taxes in
the amount of 5% of the total project cost (agency service fee
included).

ARTICLE 4

REGIONAL INTERNET MARKETING SUPPORT SERVICES

	1.	 	Party B shall form regional Internet marketing teams and assign a regional Internet marketing
manager (“Regional Manager”) for each regional market to assist Party A with its regional
marketing efforts.
	 
	2.	 	Regional Manager shall be appointed by Party B. Party A shall have right to request Party B
to change the Regional Manager if Party A is not satisfied with his/her services.
	 
	3.	 	Party B shall provide to the following regional Internet marketing support services:

	 	1)	 	general strategic planning for regional markets;
	 
	 	2)	 	strategic planning of Internet public relations and daily promotion services
for regional markets;

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	 	3)	 	execution of Internet public relations and daily promotion services for
regional markets;
	 
	 	4)	 	planning of public relation events for regional markets;
	 
	 	5)	 	execution and management of public relation events for regional markets;
	 
	 	6)	 	training on Internet marketing for regional dealers; and
	 
	 	7)	 	other support and implementation services related to Internet marking in
regional markets.

	4.	 	Regional Internet marketing service fee

	 	1)	 	Regional Internet marketing service fee shall be incorporated into the Internet
advertising service fee to be paid by Party A to Party C as set forth in Article 6
subsection 8 hereof and shall be paid by Party C to Party B. Party A shall not make
separate payment to Party B with regard to the regional Internet marketing service fee.

ARTICLE 5

INTERNET USER DATABASE MANAGEMENT SERVICES

	1.	 	Party B shall collect data on Internet users through Party A’s Internet marketing activities
and shall manage such data.
	 
	2.	 	Specific database management services shall include:

	 	1)	 	planning of Internet user database management and maintenance system;
	 
	 	2)	 	development of the hardware and software infrastructures for the Internet user
database;
	 
	 	3)	 	security of Internet user database;
	 
	 	4)	 	collection, consolidation, analysis and categorization of Internet user data;
	 
	 	5)	 	maintenance of Internet user database, including its review, selection and
update;
	 
	 	6)	 	targeted utilization of the Internet user database in Party A’s Internet
marketing campaigns; and
	 
	 	7)	 	providing periodic report timely upon request from Party A.

	3.	 	Party B shall manage the Internet user database on Party A’s behalf. Party A shall have
ownership over such database. Party A may inspect and use the Internet user database at any
time.
	 
	4.	 	Internet user database management service fee

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	 	1)	 	Internet user database management service fee shall be incorporated into the
Internet advertising service fee to be paid by Party A to Party C as set forth in
Article 6 subsection 8 hereof and shall be paid by Party C to Party B. Party A shall
not make separate payment to Party B with regard to the Internet user database
management service fee.

ARTICLE 6

INTERNET ADVERTISING AGENCY SERVICES TO BE PROVIDED BY PARTY C TO PARTY A 

	1.	 	Internet advertising agency services shall include:

	 	1)	 	Internet advertising strategy and advertisements placement plans;
	 
	 	2)	 	purchase Internet advertising resources;
	 
	 	3)	 	creation, designing and production of Internet advertisements;
	 
	 	4)	 	placement, monitoring and archiving screen copies of Internet advertisements;
	 
	 	5)	 	result analysis on Internet advertisements; and
	 
	 	6)	 	planning, production, updates and maintenance of the webpage linked to Internet
advertisements.

	2.	 	Internet advertising strategy and advertisements placement plans
	 
	 	 	According to the general marketing plan and market activity arrangement of Party A and
taking into consideration the special characteristics of Internet marketing, Party C shall
provide Internet advertising strategy and advertisements placement plans for Party A.
	 
	3.	 	Purchase Internet advertising resources

	 	1)	 	Party A shall authorize Party C to purchase all the Internet advertising
resources on its behalf; and
	 
	 	2)	 	Party C agrees to advance the expenses for purchasing the Internet advertising
resources for Party A.

	4.	 	Creation, designing and production of Internet advertisements

	 	1)	 	Party C shall create, design and produce Internet advertisements and prepare
literary works according to the Internet advertising implementation proposal;
	 
	 	2)	 	Internet advertisements shall be reviewed and approved by Party A before
release; and

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	 	3)	 	The copyright of the Internet advertisements approved and used by Party A shall
belong to Party A. The copyright of the Internet advertisements rejected by Party shall
belong to Party C.

	5.	 	Placement, monitoring and screenshots of Internet advertisements

	 	1)	 	All Party A’s advertisements shall be placed by Party C on Party A’s behalf;
	 
	 	2)	 	Party C shall be responsible for reviewing the Internet advertisements placed
and the effectiveness of hyperlinks;
	 
	 	3)	 	Party C shall provide to Party A Internet advertisement monitoring summary on
every business day; and
	 
	 	4)	 	Party C shall be responsible for archiving screen copies of scheduled Internet
advertisements.

	6.	 	Result analysis on Internet advertisements

	 	1)	 	Party C shall analyze and summarize the placements of Internet advertisements
and shall conduct statistical analysis on page views, clicks, click rates, click costs,
page view costs and other data.
	 
	 	2)	 	Party C shall submit monthly and annual reports on the above-mentioned items to
Party A. Monthly reports shall be submitted within the first 10 business days of the
following month. Annual reports shall be submitted within the first 10 business days of
the following year.

	7.	 	Planning, developing, updating and maintaining the webpage linked to Internet advertisements

	 	1)	 	Party C shall plan, develop, update and maintain the content of web pages
linked to the Internet advertisements placed on Party A’s behalf.
	 
	 	2)	 	Party C shall ensure that the content of the web pages mentioned above be
accurate and fluent.

	8.	 	Internet Advertising Fee

	 	1)	 	Party A shall pay Party C the purchase costs of Internet advertising resources,
Internet advertising service fee and service taxes.
	 
	 	2)	 	The Internet advertising service fee shall be calculated as follows.

	 	 	 	 	 	 	 
	 	 	Fee Components	Fee Standard
	A. Service Fee

	 	•
	 	Service fees for
Internet advertising
strategy and placement
planning, and
implementation planning;
	 	*** of the total value of
the Internet
advertisements actually
placed
	 

	 	•
	 	Service fees for
the creation, designing
and production of Internet
advertisements;	 	 

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	 	 	Fee Components	Fee Standard
	 

	 	•
	 	Service fees for
placements of Internet
advertisements;	 	 
	 
	 

	 	•
	 	Service fees for
monitoring Internet
advertisements and reports
generation;	 	 
	 
	 

	 	•
	 	Service fees for
Internet public relation
and daily promotions;	 	 
	 
	 

	 	•
	 	Regional Internet
marketing support service
fee; and	 	 
	 
	 

	 	•
	 	Internet user
database management and
maintenance fees.	 	 
	 
	B. Taxes

	 	A*8.5%
	 	0.85% of the total value
of the Internet
advertisements actually
placed
	 
	Total

	 	A+B
	 	*** of the total value of
the Internet
advertisements actually
placed

	 	3)	 	Expenses advanced by Party C for purchasing Internet advertising resources and
placing Internet advertisements shall be cleared on a monthly basis. Within 10 business
days after the end of each Internet advertisement placement, Party C shall submit
screen copy reports and invoices to Party A. Party A shall pay such expenses within ***
after approving such reports and invoices.

	9.	 	Internet Advertising Agency Services Assessment

	 	1)	 	If Party C fails to provide services according to the placement plan and
requirements, Party A shall have right to request Party C to compensate Party A’s
losses with resources or services of equivalent value.
	 
	 	2)	 	Party A entrusts Party C to purchase all the Internet adverting resources on
its behalf. If, regarding the same Internet advertising resources, Party A can prove
that purchase price can be lower than Party C’s quoted price, such purchase shall be
made at the purchase price provided by Party A.
	 
	 	3)	 	If Party C fails to timely provide Party A the monthly and annual Internet
advertising summary reports, Party A shall have right to deduct no more than *** from
Party A’s payments to Party C.
	 
	 	4)	 	If there are inaccurate information or major mistakes in the web pages linked
to the Internet advertisements designed by Party C, Party A shall have right to deduct
no more than *** from Party A’s payments to Party C.

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	 	5)	 	If Party C fails to provide relevant screen copy reports when Party A confirms
there are no mistakes in the advertisement placements, Party A shall have right to
deduct 5% to 50% of the agency service fees for that project.

ARTICLE 7

SERVICE TEAM

	1.	 	Party B and Party C shall form independent service teams to coordinate and implement the
Internet marketing services.
	 
	2.	 	Party B and Party C shall ensure the stability of their service teams and make sure that the
team members provide and implement relevant services during the term of the Agreement.
	 
	3.	 	Party A shall designate a contact person to assist Party B and Party C with the relevant
Internet marketing tasks.

ARTICLE 8

TERM OF SERVICES

	1.	 	The term of the Agreement shall be from January 1, 2010 to December 31, 2010.
	 
	2.	 	If Party A needs Party B or Party C to continue providing part or all of the services set
forth in Article 1 after the expiration of the service term, the Parties hereto shall renew
this Agreement within one month before the expiration of the term of this Agreement.

ARTICLE 9

NON-COMPETE CLAUSE

	1.	 	During the term of this Agreement, Party B and Party C shall not provide the same services
set forth in this Agreement to any other automakers that directly compete with Party A absent
consent from Party A.

	2.	 	During the term of this Agreement, absent consent from Party B or Party C, Party A shall not
source part or all of the services set forth in Article 1 from any other companies unless the
following occurs:

	 	1)	 	The services provided by Party B and Party C fail to meet the requirements of
Party A and continue to fail to meet Party A’s requirements upon Party A’s formal
request for improvement; or
	 
	 	2)	 	Significant losses are caused to Party A due to the material breach of contract
by Party B or Party C.

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ARTICLE 10

CONFIDENTIALITY 

	1.	 	In the course of providing services, any confidential information exchanged or disclosed to
the other parties shall be marked “Confidential” by the Party providing the confidential
information. The Party receiving such information shall limit the access to such information
only to the relevant persons who need to understand the projects.

	2.	 	Without Party A’s consent, Party B and Party C shall not disclosed to any fourth party any
information on the business operation and the internal management process of Party A that not
already available to the public.

ARTICLE 11

LIABILITY FOR BREACH OF CONTRACT

	1.	 	Party A, Party B and Party C shall strictly comply with the Agreement and diligently fulfill
their respective obligations. In the event of unilateral breach of contract, the breaching
party shall be responsible for all the losses caused by such breach.

	2.	 	Party B and Party C shall be responsible for the legality of any service and content details
provided to Party A. Party B and Party C shall be liable for any disputes or infringement
claims by any fourth party except for those related to the services that Party A chooses to
proceed with even after Party B and Party C advise Party A of the related legal risks.

	3.	 	Unless set forth in this Agreement, Party B or Party C shall be solely liable for Party A’s
losses caused by Party B or Party C.

	4.	 	Party B or Party C shall be not be liable for any losses caused by force majeure except that
Party B or Party C shall provide written proof issued by relevant authorities.

ARTICLE 12

OTHERS

	1.	 	This Agreement shall be legally enforceable upon execution and affixing seals by the
representatives of the Parties.

	2.	 	This Agreement shall be executed in four official copies. Party A shall hold two of such
copies while Party B and Party C shall hold one of such copies respectively. All four copies
shall have the same legal effect.

	3.	 	The People’s Court located in Party A’s jurisdiction shall have jurisdiction over disputes
arising out of the Agreement.

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	4.	 	Any written documents, project list, appendix, copies and any supplemental agreements signed
by the Parties, shall be treated as an integral part of the Agreement.

	5.	 	The Parties hereto shall engage in friendly negotiation to resolve any issues not covered
herein.

	 	 	 
	Party A:

	 	FAW Mazda Motor Sales Co., Ltd. (seal)
	 

	 	 
	Party B:

	 	Beijing Bitauto Internet Information Company Limited (seal)
	 

	 	 
	Party C:

	 	Beijing C&I Advertising Company Limited (seal)

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English Translation of Confirmation Letter

Beijing Bitauto Internet Technology Company Limited

Beijing C&I Advertising Company Limited

     We hereby confirm that the “automakers that directly compete with [us]” set forth in the
Internet Marketing Service Agreement entered into between us and you each year means Guangzhou
Toyota Automobile Company Limited, Guangzhou Honda Automobile Company Limited, Shanghai General
Motors Co., Ltd. and Dongfeng Nissan Passenger Vehicle Company.

FAW Mazda Motor Sales Co., Ltd.

2010

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