Mobile Barcoding – New Revenue Opportunity for Mobile Operators Mobile World Congress 2009

The Opportunity A new technology extending the reach of ‘traditional’ media into the new mobile world A new solution linking traditional media and the mobile internet A simple, one-click transaction delivering an interactive, multimedia experience for consumers A measurable marketing tool captures and analyzes consumer behaviors in real time Innovative and consumer-desirable provides opportunity to reach early adopters and be seen as cutting edge

A new technology

extending the reach of ‘traditional’ media into the new mobile world

A new solution

linking traditional media and the mobile internet

A simple, one-click transaction

delivering an interactive, multimedia experience for consumers

A measurable marketing tool

captures and analyzes consumer behaviors in real time

Innovative and consumer-desirable

provides opportunity to reach early adopters and be seen as cutting edge

Marketplace Dynamics Demand for consumer control is permeating the marketplace The “Brand Experience” is critical to building a relationship with consumers The mobile device is the most important & passion inspiring mode of technology for the youth market and young adults Brands face increasing pressure to justify ROI on marketing spend

Demand for consumer control is permeating the marketplace

The “Brand Experience” is critical to building a relationship with consumers

The mobile device is the most important & passion inspiring mode of technology for the youth market and young adults

Brands face increasing pressure to justify ROI on marketing spend

Marketplace Dynamics Until now - mobile marketing has been complex & difficult for advertisers to execute Until now - the mobile marketing experience has been frustrating & difficult for consumers Until now – traditional media was neither mobile nor measurable Now there’s a solution ……..

Until now - mobile marketing has been complex & difficult for advertisers to execute

Until now - the mobile marketing experience has been frustrating & difficult for consumers

Until now – traditional media was neither mobile nor measurable

Now there’s a solution ……..

Mobile Barcoding Explained Mobile Barcodes are printed symbols that provide consumers with easy access to interactive mobile content Mobile Barcodes dramatically broaden the scope of the mobile marketing experience Mobile Barcodes transform traditional print mediums into mobile digital media – a powerful new media form where print, mobile and web converge Leverages unmeasured media (packaging, direct mail, in-store display, etc) that adds to the potential ubiquity of the medium

Mobile Barcodes are printed symbols that provide consumers with easy access to interactive mobile content

Mobile Barcodes dramatically broaden the scope of the mobile marketing experience

Mobile Barcodes transform traditional print mediums into mobile digital media – a powerful new media form where print, mobile and web converge

Leverages unmeasured media (packaging, direct mail, in-store display, etc) that adds to the potential ubiquity of the medium

Applications Extend Far Beyond Advertising Enter promotional contests Participate in surveys Receive coupons Preview movies Research products Download ringtones and games Book tickets And much more… Use mobile barcodes to:

Enter promotional contests

Participate in surveys

Receive coupons

Preview movies

Research products

Download ringtones and games

Book tickets

And much more…

Mobile Barcodes will add Value to Advertisers…and Mobile Operators Mobile barcode technology has been validated and is gaining momentum in the marketplace The cost of entry to use the technology is low Insights & learnings gained now will be invaluable as market penetration deepens Media inventory has already been purchased – mobile barcodes provide a new consumer channel to leverage it Advertisers entering this space will be seen as innovators…and get credit for understanding their customers

Mobile barcode technology has been validated and is gaining momentum in the marketplace

The cost of entry to use the technology is low

Insights & learnings gained now will be invaluable as market penetration deepens

Media inventory has already been purchased – mobile barcodes provide a new consumer channel to leverage it

Advertisers entering this space will be seen as innovators…and get credit for understanding their customers

About NeoMedia Technologies NeoMedia solutions allow mobile devices with cameras to read 1D and 2D mobile barcodes…providing “one click” access to mobile content Combining this technology with advanced analytics & reporting capabilities revolutionizes the way advertisers market to mobile consumers and provides a lucrative revenue stream for carriers NeoMedia provides the infrastructure to make 2D camera barcode scanning and its associated commerce easy, universal, and reliable – worldwide

NeoMedia solutions allow mobile devices with cameras to read 1D and 2D mobile barcodes…providing “one click” access to mobile content

Combining this technology with advanced analytics & reporting capabilities revolutionizes the way advertisers market to mobile consumers and provides a lucrative revenue stream for carriers

NeoMedia provides the infrastructure to make 2D camera barcode scanning and its associated commerce easy, universal, and reliable – worldwide

The User Experience – How it Works Scan code on Advertisement Click to connect to content View Web Content 1 2 3

The Mobile Barcode Ecosystem Ecosystem participation from mobile operators and handset manufacturers is critical in order to create widespread consumer “enablement” Brands & Agency Partners create and fund the codes – the currency for the ecosystem (advertiser pays vs. end-use pay model)

Ecosystem participation from mobile operators and handset manufacturers is critical in order to create widespread consumer “enablement”

Brands & Agency Partners create and fund the codes – the currency for the ecosystem (advertiser pays vs. end-use pay model)

NeoMedia’s Mobile Barcode Vision Interoperable and Based on Open Standards Indirect vs. Direct Encoding Function across multiple carriers, handsets, resolution services and code formats Ensuring consumer experience is positive and reliable worldwide Employ system of indirect encoding with external resolution service Supports greater system flexibility & intelligence Provides a safer & more relevant consumer experience Creates more value for the ecosystem NeoMedia firmly believes that in order to achieve ecosystem cooperation and gain widespread adoption, mobile barcode technology must be:

Function across multiple carriers, handsets, resolution services and code formats

Ensuring consumer experience is positive and reliable worldwide

Employ system of indirect encoding with external resolution service

Supports greater system flexibility & intelligence

Provides a safer & more relevant consumer experience

Creates more value for the ecosystem

The Time is Now for Mobile Barcodes The technology works. Advertisers are showing interest. Consumers are experimenting. All that’s missing is the infrastructure to support consumer & advertising demands…

The technology works.

Advertisers are showing interest.

Consumers are experimenting.

All that’s missing is the infrastructure to support consumer & advertising demands…

The Keys to 2009: Educate & Aggregate Educate the advertising community on the simplicity and power of mobile barcodes Listen to their needs and build solutions that address them Aggregate users … establish an open and standardized mobile barcode platform to attract scalable advertising revenue to the medium.

Educate the advertising community on the simplicity and power of mobile barcodes

Listen to their needs and build solutions that address them

Aggregate users … establish an open and standardized mobile barcode platform to attract scalable advertising revenue to the medium.

Contact Us Iain McCready CEO-NeoMedia Technologies [email_address] www.neom.com

Iain McCready

CEO-NeoMedia Technologies

[email_address]

www.neom.com