International Information Innovation Conference 2009 Day 1 30th September 2009 James Glasspool - Volt Delta

Anuj Khanna – Wireless Expertise “ Mobile Search market overview & strategy for delivering directory services via the mobile channel”

Monetising Mobile Search & Directory Services Anuj Khanna, CEO, Wireless Expertise Ltd

Wireless Expertise Services Technical Development Strategy Consulting Managed Services Search Marketing Mobile CRM Mobile Payments Mobile Messaging Mobile Applications Mobile Advertising

Technical Development

Strategy Consulting

Managed Services

Search Marketing

Mobile CRM

Mobile Payments

Mobile Messaging

Mobile Applications

Mobile Advertising

Opportunities and Challenges for directory services 118 WHO? 118 WOW! 118 WHY? 118 HOW? Survival Competition Profitability Customer loyalty Customer retention Customer acquisition Regulation Costs Scale Monetisation Brand recall Differentiation

Survival

Competition

Profitability

Customer loyalty

Customer retention

Customer acquisition

Regulation

Costs

Scale

Monetisation

Brand recall

Differentiation

Can mobile really help me differentiate and monetise my services? or is it just another channel with some bells & whistles? Mobile content generates revenues of more than £600m in the UK alone. 3. You can never make money from it Grandmothers and children use it You can send an SOS if your boat has capsized, book a taxi, vote for Big Brother, book concert tickets or divorce your spouse with a simple text message. 2. Mobile is complicated Text messages cost less than 10p 5 GB mobile internet for £10 per month 1. Mobile is expensive Think again Mobile Myth

Mobile content generates revenues of more than £600m in the UK alone.

Grandmothers and children use it

You can send an SOS if your boat has capsized, book a taxi, vote for Big Brother, book concert tickets or divorce your spouse with a simple text message.

Text messages cost less than 10p

5 GB mobile internet for £10 per month

Mobile Advertising & Search, The Market Opportunity 4 billion global mobile consumers Mobile Advertising generated $2 billion in 2008 The UK has more than 100% mobile penetration Brits send 65 billion text messages per year 35% of the population uses mobile internet services Every new phone launched has mobile internet capability

4 billion global mobile consumers

Mobile Advertising generated $2 billion in 2008

The UK has more than 100% mobile penetration

Brits send 65 billion text messages per year

35% of the population uses mobile internet services

Every new phone launched has mobile internet capability

Channels & Coverage (% of population served) SMS 100% Voice 100% Mobile Internet 35% (growing) Handset Apps 10% (growing) WEB Services & Apps 57% (growing)

SMS 100%

Voice 100%

Mobile Internet 35% (growing)

Handset Apps 10% (growing)

WEB Services & Apps 57% (growing)

WEB & MOBILE 2.0 Take advantage of the new competitive landscape

How can directory services make best use of mobile services? Create integrated services (Voice, SMS, WAP, Handset Apps, Web) Offer contextual content Take advantage of the personalisation and localisation features mobile phones can offer. Monetise every transaction Develop additional services with WEB & Mobile social applications Create the pull and WOW factor to delight customers

Create integrated services (Voice, SMS, WAP, Handset Apps, Web)

Offer contextual content

Take advantage of the personalisation and localisation features mobile phones can offer.

Monetise every transaction

Develop additional services with WEB & Mobile social applications

Create the pull and WOW factor to delight customers

Success Stories “ Please call me back” services in South Africa. The message is sponsored by advertising and users now set up an SMS which is free to send and the receiver gets an advert with the message. Nokia Maps & City Guides Urban Spoon , restaurant finder iPhone application Spoonfed radar app for London Yell Mobile & SMS Services Admob mobile advertising network

“ Please call me back” services in South Africa.

The message is sponsored by advertising and users now set up an SMS which is free to send and the receiver gets an advert with the message.

Nokia Maps & City Guides

Urban Spoon , restaurant finder iPhone application

Spoonfed radar app for London

Yell Mobile & SMS Services

Admob mobile advertising network

Anuj khanna CEO, Wireless Expertise Ltd www.wirelessexpertise.com Email: [email_address] Mobile: +44 7916 056 916 Thank you for listening

Anuj khanna

CEO, Wireless Expertise Ltd

www.wirelessexpertise.com

Email: [email_address]

Mobile: +44 7916 056 916