Google lowered maps API pricing, Apple launched a proprietary mapping solution, and Nokia inked a deal with Oracle for the Nokia Location Platform. Profit from this paradigm shift in advertising. Experience level: Intermediate, Advanced Target audience: Affiliate/Publisher, Merchant/Advertiser, Network, Other Niche/vertical: Mobile Joel Ownby, SVP Internet Marketing, InterFACE

2. Mapping and the Future of Local
Advertising
Google lowered maps API pricing, Apple launched a
native mapping solution, and Nokia inked a deal with
Oracle for the Nokia Location Platform. Profit from this
paradigm shift in advertising.
January 11, 2013 2

3. ABOUTME
• MUDs, BBSs, Windows, DOS, & Corncob 3D
• Auction Site Network
• CyberTronix
• InfoMedia
• InterFACE Holdings
• OTRIAD
January 11, 2013 3

4. OTRIAD
• Focus on Performance Driven Campaigns
• Long-term Partnership Goals
• Full Service Shop
• Great Team
• Incubation Initiatives
• Manhattan Offices
• Fully Funded
January 11, 2013 4

5. THESPEAKEASYEXPERiENCE
January 11, 2013 5

6. THESPEAKEASYMAP
January 11, 2013 6

7. GOINGVIRAL
January 11, 2013 7

8. WHY?
January 11, 2013 8

9. UNIFIEDCOMPUTING
Fabric computing or unified computing involves the
creation of a computing fabric consisting of
interconnected nodes that look like a 'weave' or a
'fabric' when viewed collectively from a distance.
January 11, 2013 9

10. UNIFIEDCOMPUTING
January 11, 2013 10

11. Social
Purchasing
Paradigm
Shift

12. SOCIALPURCHASING
“One finding which was not surprising was the fact that 81% of US respondents
indicated posts from their friends directly influenced their purchase decision. This
finding supports an early study done by the Chief Marketing Officer (CMO) Council
and Lithium, a social media tech firm, which revealed 80% of respondents
“tried new things based on friends’ suggestions.”1
•23.1 million discover new brands or products through social media (up 22 percent from 2010) 2
•22.5 million use social media to learn about unfamiliar brands or products (up 9 percent); 2
•17.8 million are strongly influenced in their purchase decisions by opinions in social media (up 19
percent);2
•15.1 million refer to social media before making a purchase2
1 Forbes.com 2012
2 Knowledge Networks 2011 Study
January 11, 2013 12

13. BrokenLocalCurationModels
• Does a local high school kid know the best sushi in
Forest Hills?
• Does a guy that got turned at away at a club for
wearing sneakers leave a good review?
• Will you pay $18 for a martini?
• Is a tourist from Texas likely to know what
constitutes “great” French cuisine in Manhattan?
January 11, 2013 13

14. THEBIGBOYSAREMOVING
• June 22, 2012 – Google lowers pricing and raises
call limits for Google Maps API.
• September 19, 2012 – Apple releases IOS 6 with
Apple Maps & locks Google Maps app in approval
process.
• October 10, 2012 – Nokia makes deal with Oracle
for Nokia Location Platform to provide worldwide
maps for Oracle-based solutions.
January 11, 2013 14

15. MOBILELOCALGROWTH
Mobile local ad revenues will grow from
$784 million last year to $5.01 billion in 2016.
If that seems low, keep in mind that we're
just talking about the local segment of
overall U.S. mobile ad revenues.1
1 SearchEngineWatch.com 2012
January 11, 2013 15

16. CONNECTINGTHEDOTS…
• Demonstrated Need
• Unified or Fabric Computing Philosophy
• The Shift to Social Purchasing
• Broken Local Curation Models
• Big Player Positioning
• Mobile Local Growth Trends
January 11, 2013 16

17. WHATNOW?
• Positioning
• Piggybacking
• Technology Development/Integration
• Iterative processes
• Long-term Commitment
• User Acquisition
January 11, 2013 17

18. AFFILIATES/PUBLISHERS
• Affinity Maps
• Index Map Pages
• User Generated Content
• Mobile Applications
• Leverage Your Channels
January 11, 2013 18

19. STARTUPS&entrepreneurs
• Niche Mobile Apps
• Niche Mapping Sites
• Niche Mappings Web Apps
• SAAS Applications
• Branding is Key
January 11, 2013 19

20. INVESTMENT&JOINTVENTURES
• Team
• IP
• Active Users
January 11, 2013 20

21. January 11, 2013 21