Going Mobile Now

Slide © Whoop, Inc., 2008 Author

Award-winning technology marketer, agency executive, brand and innovation consultant, critically-acclaimed author, columnist, ditty-writer and long-retired hammer and discus thrower, Andrew Dod is one of Whoop’s founders and its chief marketing officer. Over the past two decades, he has helped launch more than four dozen companies and countless products and services. An astute storyteller for global PR agency, Ketchum, and his 30-person boutique firm, Dod/Pritchard Communications, Andrew has represented international leaders including IBM, Hitachi, Hayes, Siemens and Williams in the U.S., Europe, Latin America and Asia-Pac. As an innovation consultant, Andrew worked on engagements for Coca-Cola, Chevron, The Home Depot, Manheim and YKK. Andrew is a magna cum laude graduate in Politics from Princeton University, co-author of Richard Nixon: A Psychobiography (Columbia University Press, 1997), and was the recipient of the Annenberg Fellowship at Eton College in England where he wore a long, black academic gown and a white bow tie for one entire year. Slide © Whoop, Inc., 2008

Slide © Whoop, Inc., 2008 Opportunity

Slide © Whoop, Inc., 2008 " We are rapidly getting to the point where the single most important medium that people have is their wireless device.” Andrew Robertson, CEO of BBDO “ It's with them every single moment of the day. It’s genuinely the convergence box that everyone has been talking about for so many years. ”

200 150 100 50 0 1995 2000 2005 2008 2009 2010 forecast Slide © Whoop, Inc., 2008 Number of Web Sites (millions) Desktop Web Sites (to reach 850M computers) Mobile Web Sites (to reach 3.5B handsets

200 150 100 50 0 1995 2000 2005 2008 2009 2010 forecast Slide © Whoop, Inc., 2008 Number of Web Sites (millions) Mobile Web Sites (to reach 3.5B handsets

Throttles to growth:

Speed: 3G and 4G networks

Content: User-generated platforms

Handsets: Capabilities, UI

Carriers: Open vs. Closed

Users: Experiential needs and realities

Slide © Whoop, Inc., 2008

Slide © Whoop, Inc., 2008 Not everything created for this… … will translate well here.

Slide © Whoop, Inc., 2008 … doesn’t mean diverting online content to mobile.

Slide © Whoop, Inc., 2008 … it means treating it as the ubiquitous , personal , powerful medium that it is.

Slide © Whoop, Inc., 2008 … content AND context.

Slide © Whoop, Inc., 2008 Source: Yankee Group, 2008 Desktop Mobile Markup HTML/XHTML, CSS, JavaScript, Flash XHTML, CSS Screen Size 800x600 to 1920x1080 160x120 to 320x240 Words per screen 300 to 1,000 30 to 50 Input modes Mouse, keyboard Numeric pad, trackball, touch Connectivity Constant Occasionally disconnected User Attention Complete Partial User Proximity Sometimes Constant Content In depth, detailed Distilled, summarized

Slide © Whoop, Inc., 2008 Source: M:Metrics Benchmark Survey: March 2008 Mobile Subscriber Monthly Consumption of Content and Applications Category US EU FR DE IT ES UK Total mobile subscribers (MM) 226 224 47 49 47 34 47 Watched video (%) 6.0 9.2 7.3 6.2 11.2 12.8 9.4 Listened to music (%) 7.4 17.9 16.1 17.6 14.7 22.5 19.9 Accessed news/info via browser (%) 13.7 9.5 10.1 5.7 7.8 7.2 16.3 Received SMS ad (%) 19.2 49.6 63.5 29.7 53.9 73.0 35.4 Played downloaded game (%) 9.0 8.3 4.4 7.3 9.0 11.4 10.3 Accessed application (%) 4.9 2.9 1.8 2.6 4.1 2.5 3.4 Sent/received photos or videos (%) 23.0 27.6 25.0 20.9 32.0 31.0 30.2 Purchased ringtones (%) 9.2 3.8 4.1 3.6 4.0 4.1 3.2 Used email (%) 12.6 8.6 6.5 7.2 11.2 9.1 9.1 Accessed social network sites (%) 4.8 2.8 2.4 1.3 2.7 2.5 4.9

Now Delivered Via Mobile Slide © Whoop, Inc., 2008 Social Networking Communications Commerce Entertainment Marketing

Slide © Whoop, Inc., 2008 “ So, it’s time to go mobile .” “ Where do I begin ?”

Slide © Whoop, Inc., 2008 “ Inside the one week Whoop Loop .”

Slide © Whoop, Inc., 2008 Communications Internal-focused communications and content targeting employees, partners, vendors. Whoop Apps: Operations Training Logistics Sales Force Auto. Human Resources Mobile Intranet Employee Comms. Marketing External-focused communications and content targeting customers, prospects, channels. Whoop Apps: Catalog Advertising Store Locator Product trials Contests Product comparisons Specials Social Networking Person-to-person or many-to-many communications and content. Whoop Apps: Social connectors Micro networks Hub multi-network Self-help/Support Greeting cards Mobile Evites Commerce Transactional content or applications. Whoop Apps: Coupons Loyalty programs Ticketing Payments Banking Entertainment Primarily consumption media content and applications. Whoop Apps: Trailers Music snippets Highlights Games

Slide © Whoop, Inc., 2008 SMS/Text (est. +/- 90% reach) Mobile Web (est. +/- 75% reach) Rich Applications And Content (est. +/- 60% reach) Ideal for short, text only initiatives, alerts, polls, surveys, voting, news, updates, reminders. Ideal for graphics, pictures, light audio, video snippets, and browsable content. Ideal for dynamic, interactive, engaging, rich media, transactions, location-aware content.

Slide © Whoop, Inc., 2008 There is a huge addressable, global market. Global adoption of the mobile medium is accelerating rapidly. People love their mobile devices. All sorts of companies are moving rapidly to exploit the mobile medium opportunity . Not all content is created equal. A simple way to create and share mobile content is a gating item to exponential growth.

Slide © Whoop, Inc., 2008 Mobile is more ubiquitous , more personal , more powerful , more engaging , more intuitive , more contextual , more always-with-you than any other medium. Why not think of mobile first , instead of last?