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  • 1. E-Skyline LLC Mobile Applications, WebDevelopment and Social Media Marketing
  • 2. Table of Contents1)Introduction to Mobile Apps andFacts about the Mobile Market.2) Introduction and Layout Of E-SkylineMobile Web Development and WebApp Platform.3) Social Media Networking
  • 3. 1,342% Growth in Retail, RestaurantsVerticals Growth in Mobile CampaignsQ1 2010 v. Q1 2011, % growthSource: Millennial Media Six verticals experienced triple-digit growth – or greater – year-over- year according to Millennial Medias Q1 2011 report released in June. 1342% Health: Fitness & Wellness is a newcomer on a ranking of top advertising verticals. This is an indication that advertisers in new verticals are starting to take a keen interest and to heavily invest in 723% creating a mobile presence. 379% 242% 183% 130% Retail & Automotive Finance Telecomm Health: Fitness Education Restaurants & Wellness More than Talk: Action in Mobile Marketing 3
  • 4. Impressions: Android– 53%, iOS– 28% Device OS Mix April 2011, % of campaigns Source: Millennial Media Device Impression Share Smartphone OS Mix 1% 1% 1% Smartphones represented 16% 68% of the connected 16% device impressions on the Millennial Media network. Of smartphones on the16% 68% 53% Millennial network, the two 28% most popular platforms by share of impressions were Android (53%) and iOS (28%). Android iOS Smartphones RIM Other Feature Phones Symbian Windows Mobile Connected Devices More than Talk: Action in Mobile Marketing 4
  • 5. 26% Drive to App DownloadsMobile Advertiser Campaign Destination GoalsApril 2011, % of campaignsSource: Millennial Media Almost half of mobile campaigns on the Millennial network were driving traffic to 49% a website, while 26% sent users to the an app download page. The last quarter were aiming to send traffic to a 26% custom landing page. 25% Traffic to site Application download Custom landing page More than Talk: Action in Mobile Marketing 5
  • 6. 128% Growth in Campaigns over 2 Years Category Share in Mobile Display Ads 3-month average share ending March 2011, US mobile subscribers Source: comScore Research from comScore estimates that 689 advertisers used mobile display advertising campaigns to Used Browser 19.1% reach consumers, up 128% from two years prior. Used App 15.9% Mobile content and publishing contributed to half of all products advertised on mobile device. 26% of Saw ad on web mobile display advertisements were 5.0% or within App for consumer discretionary goods, IT accounted for 7%, and financial services accounted for 6% of mobileResponded to SMS 3.5% ad display ads. More than Talk: Action in Mobile Marketing 6
  • 7. Local Mobile Ads: 51% Share by 2015Local vs. National Ad Spend in Mobile2010-2015, US$ billionsSource: BIA/Kelsey In a more conservative forecast, BIA/Kelsey says that total US mobile ad spending will grow from $790 million in 2010 to $4 billion in 2015. The local portion of that total is $2.84 projected to increase from $404 million to $2.8 billion. $2.03 $1.40 Among the drivers of mobile ad $0.99 $0.89 revenue growth are smartphone $0.40 $1.22 $0.92 penetration, mobile web usage and $0.61 $0.73 $0.39 $0.49 related increases in ad inventory. 2010 2011 2012 2013 2014 2015 National Local More than Talk: Action in Mobile Marketing 7
  • 8. 13.1 Million Mobile ConsumersMobile Retail Users, by Access Method2010 Study, Audience in millionsSource: Millennial Media, comScore In total, 13.1 million consumers perform mobile retail. Of those, almost 63% (8.2 million) use their mobile browser. 13.1 Another 32% (4.2 million) use SMS text messaging, while 24% (3.2 million) use an app. About 42% use mobile devices 8.2 for research. Actual purchasing via mobile devices is performed by 38% of mobile consumers, while 29% do 4.2 comparison shopping. 3.2 Total Browser SMS AppMore than Talk: Action in Mobile Marketing 8
  • 9. Mobile Shoppers are Young, WealthyMobile Retail Users, by Income2010 Study, % of audience In terms of mobile impact andSource: Millennial Media, comScore adoption of what’s new, mobile retail 34% users skew younger and wealthier than the general mobile audience, according to data from 27% “Mobile Intel Series: Retail” from 23% 21% Millennial Media and comScore. 20% 18% 16% 16% 15% 34% of mobile retail users earn $100,000 or more annually, and 18% of 11% mobile users earn $75,000 to $99,000. About the same percentage of <$25K $25K to $50K $50K to $75 $75K to <$100K $100K+ mobile retail users (21%) as overall Total mobile audience Mobile retail users mobile users (20%) earns $50,000 to $74,000. Below this income bracket, overall mobile users have a More than Talk: Action in Mobile Marketing larger share. 9
  • 10. Half Make Purchases with a Smartphone Consumer Smartphone Usage May 2011, % of respondents Source: Prosper Mobile Insights 81% of smartphone users have used Texting 21.6% their smartphone to browse or look for Internet 16.7% products or services and 50% have Email 15.7% made a purchase with their smartphone, according to research Call 7.8% from Prosper Mobile Insights. Additional GPS 6.9% marketing-based activities are even more popular, including receivingFacebook 5.9% special offers by text message (54%) or Apps 4.9% scanning a QR code, about 58%. News 2.0%Bluetooth 2.0%Calendar 1.0% More than Talk: Action in Mobile Marketing 10
  • 11. 123% Growth in Mobile PurchasingConsumer Trend in Mobile Purchases2009-2010, % of consumers making 1 or more m-purchase Oracle and ATG research finds thatSource: Oracle / ATG three in 10 (29%) US consumers have made at least one purchase via mobile device --123% more than the 13% of 41% 40% consumers in November 2009. 29% 40% of consumers age 18-34 had made 27% a mobile purchase as of December23% 23% 23% 2010, up 74% from 2009. 27% of 34-54- 17% year-old consumers had made a 13% mobile purchase as of December 11% 9% 7% 2010, an increase of 145% from 11% 13 months earlier. November 2009 July 2010 December 2010 While only 17% of consumers 55 and 18-34 35-54 55 and older Overall older had made a mobile purchase in 2010, it’s up 142% from 7% recorded in More than Talk: Action in Mobile Marketing 2009. 11
  • 12. Mobile Social Networking Up 10%Mobile Content UsageJan. 2011 v. April 2011, 3-month average shareSource: comScore By the next month, the frequency of activities such as mobile social networking grew about 10% between January 2011 and April 2011. Twenty-eight percent of US 68.1% 68.8% mobile subscribers accessed a social networking site via mobile phone in April, compared to 25.3% in January. Mobile gaming also grew by about 10% in that period. 39.1% 37.8% 37.0% 35.4% 28.0% 25.3% 26.2% 23.7% 16.5% 18.0% Sent text message Used browser Used downloaded Accessed social Played Games Listened to music to another phone apps networking site or on mobile phone blog 3 months ending Jan. 2011 3 months ending April 2011 More than Talk: Action in Mobile Marketing 12
  • 13. Next Smartphone, Android or iOS?Desired OS of Next Smartphone2010 v. 2011, % of consumers who plan topurchase new smartphone Nielsen data shows that Android has taken the lead on AppleSource: The Nielsen Company iOS as the most desired OS for consumers planning on getting a new smartphone in the next year. 31% of consumers desire the Android OS, narrowly beating the 30% who want iOS. 33% About one-fifth remain unsure. 31% 30% 26% 20% 18% 12% 11% 7% 6% 2% 1% Android iOS RIM BlackBerry Microsoft Windows Palm/WebOS Not sure Mobile July-Sept. 2010 Jan.-Mar 2011 More than Talk: Action in Mobile Marketing 13
  • 14. Smartphones: 68% of ImpressionsConnected Device, Category MixApril 2011, % shareSource: Millennial Media Combining smartphones, feature phones and connected devices, Millennial Media finds that smartphones accounted for more than two in three 16% mobile impressions onto the Millennial mobile advertising network in May 2011. Feature phones (17%) and connected devices (16%) were responsible for virtually equal shares. 16% 68% Within connected devices, mobile gaming devices and MP3 players combined to generate 70% of the connected device impressions, and tablets accounted for another 29%. Smartphones Feature Phones Connected Devices More than Talk: Action in Mobile Marketing 14
  • 15. Total Data Costs Drop 43% YOYSmartphone Data: Effective Cost per MBQ1 2010-Q1 2011, Total data charge/Data consumptionSource: The Nielsen Company Perhaps more importantly, the amount the average smartphone user pays per unit of data has dropped by 43% $0.14 $0.13 percent in the last year, from 14 cents per megabyte (MB) to 8 $0.10 cents per MB, according to The $0.09 $0.08 Nielsen Company. Even as data usage has almost doubled, most users are paying around what they did a year ago for data – meaning a lower cost per unit of data Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 consumed. More than Talk: Action in Mobile Marketing 15
  • 16. “Data Tsunami” – 89% Growth Y-o-YData Usage in MB by Mobile Operating SystemQ1 2010-Q1 2011, Average MB per userSource: The Nielsen Company It is a mobile “data tsunami” according to Nielsen, with app- 582 friendly OS phones at the epicenter. 525 Consumers with iPhones and Android 495 smartphones consume the most 492 381 468 data: 582 MBs per month for the 415 average Android owner and 492 MBs 312 354 317 319 for the average iPhone user. 205 169 174 233 227 149 Overall, in the last 12 months, the 102 103 127 amount of data the average 81 95 smartphone user consumes per Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 month has grown by 89%, from 230 Android OS Apple iPhone Blackberry OS MB in Q1 2010 to 435 MB in Q1 2011. Windows Mobile Windows Phone 7 More than Talk: Action in Mobile Marketing 16
  • 17. Ranked 4th: Making Phone CallsTop 10 Essential Smartphone FunctionsMay 2011, % of respondentsSource: Prosper Mobile Insights Texting 21.6% Prosper Mobile Insights asked smartphone users what smartphone Internet 16.7% function they cannot live without, and Email 15.7% one in five (22%) said texting, followed by internet (17%) and texting (16%). Call 7.8% GPS 6.9% Interestingly, showing just how diverse a Facebook 5.9% device the smartphone has become, only 8% of users cited making Apps 4.9% phone calls as an indispensible feature News 2.0% of a smartphone – but it still was ranked Bluetooth 2.0% fourth overall. Calendar 1.0% More than Talk: Action in Mobile Marketing 17
  • 18. 72.5 Million Owners and GrowingU.S. Smartphone Market, by PlatformDec. 2010-March 2011, 3-month average share MobiLens data from comScore released in May indicates 72.5Source: comScore million people in the US owned smartphones by March 2011, up 15% from the preceding three-month period. Google Android continued its trend of luring US smartphone subscribers from RIM Blackberry, though RIM retained its 34.7% number two position. Android gained about 21% market 31.6% share from December 2010, rising from 28.7% to 34.7%. 28.7% 27.1% 25.0% 25.5% 8.4% 7.5% 3.7% 2.8% Google RIM Apple Microsoft Palm 3 months ending Dec. 2010 3 months ending March 2011 More than Talk: Action in Mobile Marketing 18

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