GP Bullhound direktörü Ali Dağlı'nın Webrazzi Mobil 13 konferansında yaptığı Mobilde Ne Çalışır ve Neden? başlıklı sunumu.

1. Webrazzi Mobil 2013 –
“What Works In Mobile, and Why?”
Ali Dagli
April 2012
1

2. I. CONSUMERS CONSUME
“Yes, I am a consumer”
I consume!
And I will continue to consume…
When I have the means
2

3. II. MOBILE TO BECOME DOMINANT CONSUMPTION PLATFORM
» With me at all times
» Connected to the world out there
» Seamless payments back-end
» Social integration, apps, messages…
» Million products available instantly
» More and more
Fact, not a hypothesis, that mobile:
» Optimal & superior consumption platform
» To become dominant consumption platform
3

4. III. NOT MOBILE-ONLY,
BUT MOBILE-FIRST, THEN CROSS-PLATFORM
Service Provider IP-Based Platforms Consumers
Mobile Internet (first)
Web
Social Networks
Distribution
Partner IP-Based TV/Roku
Steam/Ouya
Google Glass (mobile)
TV / Traditional
4

5. IV. DELIVERING HAPPINESS CREATES CONSUMPTION
Offline <-> Online 3rd Party
Platform - Unity
eCommerce – Gilt Enabler – Pozitron
VALUE/ROI
Banking - BoFA Cloud Dev – StackMob
TRANSACTIONS
Travel – FlightTrack Code Collobration - GitHub
Food – YemekSepeti Analytics – Flurry
Dining-Opentable Acquisition –Chartboost
Entertaining Escape Transportation - UBER Retention – Urban Airship
Lodging – Hotel Tonight Payments - Zong
Dating - Howaboutwe
Daily Routine
Games - Supercell
ENGAGEMENT
Videos - YouTube
Music - Spotify
Photos – Camera+
Books - Kindle Mail - Mailbox
PERCEIVED VALUE
Social/Messaging
News – Pulse Business - Quickoffice
Reference - Wikipedia Files - Dropbox
Facebook
Notes – Evernote
Instagram
Maps – Waze
Twitter
Calls – Skype
LinkedIn
To Dos - Things
Pinterest
Path SCALE Calendar – Tempo
Consumption Contacts - Smatr
Fancy
GoodReads
Monetization WhatsApp
5

6. V. CO-EXISTING VS
LEVERAGING EXISTING ASSETS AND DISRUPTING
FEATURE EXAMPLES
» Disrupt
» Disrupt
» Disrupt
» Improve
» Improve
» Re-innovate
» Re-innovate
» Re-innovate
» Target
» Target
6

7. VI. CREATEING AN OUTSTANDING SERVICE,
AND MAKE IT A BIG ‘IP’
TYPE DIRECTION
1
PLATFORM A PLATFORM B Traditional / Offline Platforms
Packaged Packaged
Product Product
IP IP
Unit Sales ($) Unit Sales ($) Emerging Internet-based (Low Margin)
2
Emerging Internet-based (Low Margin)
Product /
Service IP
Merchandising ($) Micro Transactions ($)
Sales ($) Cross- Advertising ($) Traditional / Offline (100% or High Margin)
Subscriptions ($) platform VOD ($)
7

8. VII. TAKING EVERY CONSUMER STEP SERIOUSLY
Love/ Buy/
Know Use Like Re-use
Engage Ads
F2P
Love/
Know Use
Buy Like
Engage
Re-use Buy
PAID
» Soft launch » <50mb or >50mb
» Platform strategy » Game Mechanics
IMPORTANT
» Server based/social » Monetization Mechanics
FACTORS
» Publisher / No Publisher » F2P/Paid
» User Acquisition » Advertising
8

9. VIII. BUYERS AND INVESTORS GO FOR…
COMPANY NAME VALUATION
» ~$800m
PROFITABLE » $215m
CONSUMPTION
» $$$
» $1bn
» $119m
GOOD PRODUCTS
» $200m
» $90m
DISRUPTIVE
PRODUCTS WITH » $30m
HYPE
» $100m
9

10. IX. RECENT DEALS DEMONSTRATE NEED FOR IMPROVEMENT
CONSUMERS NEED BETTER EFFICIENCY/EXPERIENCE RECENT DEALS
» Content overload /
» Limited time /
» Too much noise /
» Highly fragmented
? /
(News overload)
» Less tendency for “average” user
interface/ lean-back experience
/
» More personalization (Email overload)
» Better integration
? /
(Video overload)
» Between push and pull
? /
(Calendar overload)
10

11. GP BULLHOUND SNAPSHOT
STRONG PRESENCE IN US WITH ACCESS TO ASIA
» Long track record of success
› Founded in 1999, completed over 130 transactions Boston
Seoul
› Closed 21 transactions in 2012 Tokyo San
Francisco New York
» A premier corporate finance advisory firm Hong Kong
Los Angeles
› Strategic Advisory
Singapore
› Capital Raising
› Mergers & Acquisitions
LOCAL EUROPEAN OFFICES IN TECHNOLOGY HOTSPOTS
» Deep domain expertise across the Technology sector
› Online Gaming and Consumer Internet
Stockholm Helsinki
› Online Advertising and eCommerce Oslo
Copenhagen
› Mobile & Communications
Moscow
› Digital Home and Digital Lifestyle London Hamburg
Amsterdam
› Clean Technology Berlin
» Focus on top-tier emerging growth companies Paris Munich
» Strong cross-border capabilities Milan
› Offices in London, San Francisco, Stockholm and Barcelona
Istanbul
Berlin
› Deep, broad relationship network
11

12. GP BULLHOUND TEAM = GLOBAL FOOTPRINT
SIMON NICHOLLS
HUGH CAMPBELL CHRISTIAN LAGERLING MANISH MADHVANI PER ROMAN
Partner
Managing Partner Managing Partner Managing Partner Managing Partner
JULIAN RIEDLBAUER
GRAEME BAYLEY GUILLAUME BONNETON ALEC DAFFERNER LORD CLIVE HOLLICK
Partner
Partner Partner Partner Partner
ANDRE SHORTELL ALI DAGLI MATT ROGERS ANTONY NORTHROP CECILIA ROMAN
Partner Director Senior Advisor Senior Advisor Director
ALEXIS SCORER CLAUDIO ALVAREZ CARL BERGHOLTZ MARK KLIMMEK PER LINDTORP
Vice President Vice President Vice President Vice President Vice President
SASHA AFANASIEVA ALISTAIR MALINS DAVID RAABE CHRISTOPH AMELS STIRLING ADELHELM
Vice President Vice President Vice President Associate Associate
MALCOLM FERGUSON CARL WESSBERG ALESSANDRO FLORENT ROULET PHILIPPE GREMILLET
CASARTELLI
Associate Associate Associate Analyst
Associate
LILJANA XHEKA MALCOLM HORNER DANIEL HERTER ANTHONY AUGUSTIN OLOF RUSTNER
Analyst Analyst Analyst Analyst Analyst
12

13. HQ: LONDON OFFICE
SAN FRANCISCO OFFICE
52 JERMYN STREET, LONDON SW1Y 6LX
SAN FRANCISCO 7560 ONE MARITIME PLAZA, SUITE 1620, SAN +1(415) 986 7480
TEL +44(0)207 101OFFICE HQ: LONDON OFFICE STOCKHOLM OFFICE BERLIN OFFICE
ONE +44(0)207 101 7561 SUITE 1620 FAX +1(415) 986 0180
FAX MARITIME PLAZA, 52 JERMYN STREET, LONDON SW1Y 6LX BIRGER JARLSGATAN 5 OBERWALLSTR 20
SAN FRANCISCO, REGULATED BY THE FSA +44(0)207 101 7560 MEMBER OF FINRAFRANCISCO, CA 94111
AUTHORISED ANDCA 94111 TEL 111 45 STOCKHOLM, SWEDEN 10117 BERLIN, GERMANY
TEL +1(415) 986 0191 TEL +46(0)8 545 074 14 TEL +49 30 610 80 600 TEL
FAX +44(0)207 101 7561
FAX +1(415) 986 0180 AUTHORISED AND REGULATED BY THE FSA FAX: +46(0)8 545 071 01 FAX: +49 30610806029
MEMBER OF FINRA
Disclaimer: Information contained in this slide deck does not constitute an offer to buy or sell or the solicitation of any offer to buy or sell any securities. This document is made available for general information purposes only
and is intended for institutional investors who have a high degree of financial sophistication and knowledge. This document and any of the products and information contained herein are not intended for the use of private
investors in the UK. Although all reasonable care has been taken to ensure that the information contained in this document is accurate and current, no representation or warranty, express or implied, is made by GP Bullhound
LLP. as to its accuracy, completeness and currency. This slide deck contains forward-looking statements, which involve risks and uncertainties. Actual results may differ significantly from the results described in the forward-
looking statements. In particular, but without limiting the preceding sentences, you should be aware that statements of fact or opinion made, may not be up-to-date or may not represent the current opinion (whether public or
confidential) of GP Bullhound LLP. In addition, opinions and estimates are subject to change without notice. This slide deck does not constitute a specific investment recommendation or advice upon which you should rely based
upon, or irrespective of, your personal circumstances. Use of this slide deck is not a substitute for obtaining proper investment advice from an authorized investment professional. Potential private investors are therefore urged
to consult their own authorized investment professional before entering into any investment agreement. Past performance of securities is not necessarily a guide to future performance and the value of securities may fall as well
as rise. In particular, investments in the technology sector can involve a high degree of risk and investors may not get back the full amount invested.
GP Bullhound LLP is authorised and regulated by the Financial Services Authority and is registered in England No. OC 352 636
Registered office 52 Jermyn Street, London SW1Y 6LX
13