Mobile Industry Overview & Trends Part 1

MOBILE INDUSTRYOVERVIEW & TRENDSPART 1KRISTINE VAN DILLENPOLLY LIEBERMANVERONIKA SONSEVPrepared for Golden Seeds – April 12, 2012

Agenda  Mobile Penetration  Mobile Usage & Consumption  Monetization of Mobile  Distribution & Discovery  Convergence  Future of Mobile

Mobile Penetration

Mobile phones surpass shoes… 4

…and will dwarf PC penetration 5

Smartphones are driving growth Smartphones and tablets sales exceeds that of PCs and notebooks combined

We are just starting to upgrade globally Global Smartphone Penetration Q3 ‘11 Source: Nielsen Mobile Insights Russia 36% UK 38% Germany 27% Kuwait Italy US 56% 50% 46% Egypt 37% Indonesia 18%

Youth adopted first, but otherssegments are catching up

Affordability is driving US growth

iOS and Android are dominating

Tablets have become 4th screen

Mobile Usage & Consumption

A mobile phone is the Swiss ArmyKnife 2.0 Camera Mobile Web Voice Applications GPS Location Messaging Social Content

Regional Considerations• Network Speed• Device Types• Network/ Data Costs• Local Regulations Different capabilities result in different uses

Regional Usage SMS & Voice Business Transactions Content Consumption, mBanking Mobile Web Social Media Gaming mCommerce

Content Consumption Range Top 20 Mobile Content Categories Reach Among Active Users (Browsing, Apps, SMS), April 2010, US online retail 12% auction sites 12% electronic payments 12% gaming information 13% television guides 13% classifieds 15% general reference 17% business directories 18% traffic reports 18% restaurant information 20% tech news 21% bank accounts 21% stock quotes or… 22% movie information 24% entertainment news 29% sports information 31% maps 34% news 36% search 44% weather 49% Product:comScore MobiLens Data: Three month average ending April 2010

Apps are exceeding mobilebrowser usage

Why are people using apps?Apps provide direct connections to information News, weather, sports or stocks updates 74% Learn about something youre interested in 64% Get info about a destination youre visiting 53% Help shop or make purchases 46% Get more info about an event youre attending 35% Based on August 2011 Pew Internet Tracking Survey

Popular Apps

Monetization of Mobile

Mobile Business Models Consumer Paid Advertising mCommerce

Consumer Paid One-time payments Subscriptions What are people buying?  Ringtones  Apps  Premium Content  Virtual Goods Billing methods:  iTunes  Credit Card and Paypal  Carrier Billing

Advertising SMS Display Performance Video SearchPricing Models: CPM CPC CPI Sponsorships Paid Search/Key words

Mobile Advertising ExamplesSMS tags Sponsored SMS Banner Sponsorship

Mobile Advertising ExamplesRich Media Full Screen Mobile Video SearchExpandable Interstitials

mCommerce Mobile Shopping  Tickets  Apparel  Much more… Mobile Bookings  Hotels  Auto  Flights

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Mobile Industry Overview & Trends Part 1

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