Mobile Now!
Sidney Lee, Assistant to CEO, Madhouse Inc.
About Us
– Founded in January 2006, Madhouse now has 150+ employees in
  Shanghai, Beijing, Guangzhou



                 ...
Our Clients and Media Partners




     And more…       And more…   And more…
The Madhouse Advantage
Madhouse is China’s Largest and Most Intelligent Mobile Ad Network,
providing cutting-edge, one-sto...
The Madhouse Approach
We work closely with key ad agencies and publishers to provide comprehensive
mobile marketing soluti...
Awards and Achievements



9 Communications Industry Technology Annual Conference   2007 Star Enterprise Winner
   - Innov...
Our Investors
Investors




Strategic Investors
Mobile Internet Poised for Continued Growth
and Convergence with Traditional Internet


                    Mobile phone u...
Mobile Internet Users are Relatively Young
and Well-educated…
 Similar educational levels to traditional internet users bu...
…And Much of Growth is Coming from
Increases in Older and Wealthier Users
Almost 2x increase in mobile internet users over...
Mobile Phone Screens Are Continuing to
Become Larger…
 Almost 4x increase in 240px screens in 2009 from 2008

Jun-2008 Mob...
…And Mobile Phone Software is Becoming
More and More Powerful…
Convergence toward 5 main mobile operating systems: Nokia, ...
…Which is Enabling Rich Media Mobile
Advertising
Flash-based ads, as well as those using Javascript, are now tools that
ma...
…Which is Enabling Rich Media Mobile
Advertising
Flash-based ads, as well as those using Javascript, are now tools that
ma...
Improving Mobile Phones are Enabling New
Technology Such as Augmented Reality
Improving mobile phone technology is enablin...
Next Generation Mobile Devices will Drive
Rich Media Consumption in China
Next-generation mobile devices are meant for the...
Top Internet Players are Beginning to Focus
on the Mobile Internet

          Top Portals                   Top Verticals
...
Integrated Interactive Campaigns are Critical
for Digital Strategies in China
                 Digital Marketing = Interne...
Mobile Provides Reach, Interactivity, and
Trackability
Mobile is becoming one of the most cost-effective
marketing platfor...
People trust in God…
In Mad We Trust!
   …We trust in Mad
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Momo Shanghai Sept 21 2009 Madhouse

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mobilemonday event on sept 21, 2009 on mobile advertising.
presenter: Stanley Lee, Ass. to CEO, BD Director, Madhouse

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Momo Shanghai Sept 21 2009 Madhouse

  1. 1. Mobile Now! Sidney Lee, Assistant to CEO, Madhouse Inc.
  2. 2. About Us – Founded in January 2006, Madhouse now has 150+ employees in Shanghai, Beijing, Guangzhou 6000 5,629 5500 5000 4500 4000 3,589 Founding Member and Board 3500 3000 Director of MMA Asia Pacific 2500 (APAC) 2000 Chairman of Mobile Advertising 1500 Committee APAC, developed 1000 450 and released Mobile Advertising 500 113 0 Guideline APAC 1.0 at 17 Dec 2006 2007 2008 2009 Jan-Aug 2007 Million Targeted Ad Impressions Served
  3. 3. Our Clients and Media Partners And more… And more… And more…
  4. 4. The Madhouse Advantage Madhouse is China’s Largest and Most Intelligent Mobile Ad Network, providing cutting-edge, one-stop mobile marketing solutions to bring advertisers together with mobile media publishers to unleash the power of mobile media and advertising. China’s Largest Mobile Industry - Leading Mobile Integrated Mobile Marketin Ad Network Ad Solutions Provider – Supports Display (text Serving Platform – Interactive messaging link /banner), interstitial, – Multi-trait user platform (SMS, MMS, video and numerous targeting WAP-Push) other ad formats – Campaign optimization – Mobile website/widget – Comprises over 75% of – Visual optimization development China’s total mobile – Frequency caps – Bluetooth broadcasting internet traffic and – Advanced campaign – 2D Barcode covers major mobile measurement and – Mobile CRM media reporting – Cross media integration – Mobile Survey
  5. 5. The Madhouse Approach We work closely with key ad agencies and publishers to provide comprehensive mobile marketing solutions for their advertisers. Reseller Reseller Mobile Media Publishers Display Ad Network Agents Mobile Media Publishers Contextual Ad Network Multi-trait Targeting Agents • Mobile Websites • Mobile Websites Video Ad Network Ad Performance SME Advertisers • Client Software • Client Software SME Advertisers Client Media Network Optimization • Carrier Media • Carrier Media Message Ad Network Visual Optimization Frequency Caps Tracking and Media Media Reporting Cross Media Resources Cross Media Resources SMS Interaction Agencies Agencies • Traditional Media • Traditional Media Bluetooth Broadcasting (Outdoor, Print, Internet, (Outdoor, Print, Internet, 2D Barcode Brand Advertisers Brand Advertisers Packaging, Stores…) Packaging, Stores…) Cross Media Leverage • Existing Customer • Existing Customer Mobile CRM database Creative Agencies Creative Agencies database * 27 patents pending for MadServing’s proprietary technology in serving and optimizing
  6. 6. Awards and Achievements 9 Communications Industry Technology Annual Conference 2007 Star Enterprise Winner - Innovation Technology Award 2008 - Most Valued Mobile Application Investment 8 Annual Economic Conference of China IT Industry 2007 iResearch New Marketing Award - Fast Enterprise 2008 of China IT Industry - Best Wireless Advertising Agency of the yea 8 15th China International Advertising Festival - Person of the Year - Online Advertising - China Media Planning Award 2008 2007 ChinICT - Top ICT Innovators Award 8 The CHINICT Rising Star Award 2007 CIO Asia Awards - Youngest Top 5 Winner 8 China Advertising & Brand Conference 2008 2007 ChinaVenture - China New Media Contribution Award - The Best Management Team Award 8 New Media Annual Ceremony 2007 AlwaysOn Media Top100 - Youngest Winner - Most Valuable New Media Award in Advertising 2006 Red Herring Asia 100 - Youngest Winner 7 Business Watch Magazine 2006 Business Watch Magazine - TOP10 Winner in 100 Fast Company - 100 Fast Company 7 New Media & Marketing Summit China 2006-2007 10 Most Valuable New Media
  7. 7. Our Investors Investors Strategic Investors
  8. 8. Mobile Internet Poised for Continued Growth and Convergence with Traditional Internet Mobile phone users 695 mm Mobile Internet Users (inc. mobile) Internet Internet 338 mm155 mm Total: 338 mm Source: CNNIC and MII
  9. 9. Mobile Internet Users are Relatively Young and Well-educated… Similar educational levels to traditional internet users but younger. Under HS High School <18 18-24 25-30 31-35 35+ Trade School College & Above 100% 5% 100% 4% 17% 5% 19% 19% 12% 17% 42% 18% 18% 19% 32% 10% 38% 32% 83% 66% 10% 7% 19% 27% 30% 31% 19% 8% Mobile Traditional China Mobile Traditional China Internet Internet Internet Internet Source: iResearch, 2008 Source: iResearch, 2008, National Bureau of Note: “China” trade school percentage Statistics of China includes trade school and above
  10. 10. …And Much of Growth is Coming from Increases in Older and Wealthier Users Almost 2x increase in mobile internet users over 25 and those making from RMB2,000 to over RMB 5,000 from 2008 to 2009 Under 1000 1000-2000 2000-3000 Under 18 18-24 25-30 31-35 Over 35 3000-5000 Over 5000 0% 4% 100% 2% 3% 3% 5% 9% 7% 15% 10% % 10% 28% 17% 43% 17% 24% 32% 34% % 85% 66% 51% 72% 57% 53% 38% 8% 6% 2008 2009 2008 2009 al: 73 mm 155 mm 73 mm 155 mm Source: iResearch Source: iResearch
  11. 11. Mobile Phone Screens Are Continuing to Become Larger… Almost 4x increase in 240px screens in 2009 from 2008 Jun-2008 Mobile Internet Phones - Screen Jun-2009 Mobile Internet Phones - Scree 320 Px Other 320 Px Other 240 Px 0.02% 2% 3.8x 1% 1% 128 Px 12% 21% 128 Px 44% 240 Px 46% 176 Px 42% 176 Px 31% Total: ~73 mm Total: 155 mm Source: Madhouse market intelligence Source: Madhouse market intelligence
  12. 12. …And Mobile Phone Software is Becoming More and More Powerful… Convergence toward 5 main mobile operating systems: Nokia, Apple, Windows, Android, and MTK Jun-2009 Mobile Operating Systems Jun-2009 Advanced Mobile OS Symbian Symbian Windows UIQ Blackberry Mobile 1.2% 0.4% 60/80/90 iPhone 24% Linux 3% 0.06% 7% Palm 0.02% Symbian 40 Other 15% 58% Linux 2% Windows Mobile Symbian1.8% Symbian Blackberry Palm iPhone UIQ 60/80/90 0.10% 0.01% 0.02% 0.3% 89% Source: Madhouse market intelligence Source: Madhouse market intelligence
  13. 13. …Which is Enabling Rich Media Mobile Advertising Flash-based ads, as well as those using Javascript, are now tools that may be used to deliver high-impact advertising.
  14. 14. …Which is Enabling Rich Media Mobile Advertising Flash-based ads, as well as those using Javascript, are now tools that may be used to deliver high-impact advertising.
  15. 15. Improving Mobile Phones are Enabling New Technology Such as Augmented Reality Improving mobile phone technology is enabling development in augmented reality (AR) technology, which allows users to add a virtual, interactive element to the real world.
  16. 16. Next Generation Mobile Devices will Drive Rich Media Consumption in China Next-generation mobile devices are meant for the mobile internet OPhone iPhone (China Mobile Google’s Android Phone)
  17. 17. Top Internet Players are Beginning to Focus on the Mobile Internet Top Portals Top Verticals 4 of the Top 5 mobile internet players are [kaixin] internet players [tudou] [dianping] …And out of the top 100 internet sites, 71 had mobile versions Source: Madhouse market intelligence
  18. 18. Integrated Interactive Campaigns are Critical for Digital Strategies in China Digital Marketing = Internet + Mobile Mobile phone users 695 mm Home Office Mobile Anytime, Internet Internet School 155 mm Anywhere Internet cafes Total: 338 mm Source: CNNIC and MII
  19. 19. Mobile Provides Reach, Interactivity, and Trackability Mobile is becoming one of the most cost-effective marketing platforms. Mobile = Massive + Personalized + Always-on Interactivity
  20. 20. People trust in God… In Mad We Trust! …We trust in Mad

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