Confidential Refresh Mobile Slide Will Content Be King on Mobile? London November 14, 2007

Mobile Internet stars aligning Confidential Refresh Mobile Slide Market timing is excellent with a number of waves to exploit: Mobile Internet usage growing rapidly Users accessing news and information via browser in their mobile phone: US: 11% of total UK: 14% of total Network operators provide affordable/flat rate data tariffs Faster networks (twice as many 3G users browse for information) Content proliferating Growth in RSS & micro-formats as a way of syndicating content Content owners are looking for ways to reach mobile users Branded publishers, content tail , bloggers, etc Platforms maturing More capable browsers supporting xHTML & increasingly Ajax and Flash Network Operators are opening walled gardens Growth in off-deck mobile sites and applications Monetisation happening early Strong advertiser demand for mobile inventory Third party internet advertising companies able to effectively monetize traffic Admob, Screentonic, Google *m:metrics Q2 2007

Mobile Internet usage growing rapidly

Users accessing news and information via browser in their mobile phone:

US: 11% of total

UK: 14% of total

Network operators provide affordable/flat rate data tariffs

Faster networks (twice as many 3G users browse for information)

Content proliferating

Growth in RSS & micro-formats as a way of syndicating content

Content owners are looking for ways to reach mobile users

Branded publishers, content tail , bloggers, etc

Platforms maturing

More capable browsers supporting xHTML & increasingly Ajax and Flash

Network Operators are opening walled gardens

Growth in off-deck mobile sites and applications

Monetisation happening early

Strong advertiser demand for mobile inventory

Third party internet advertising companies able to effectively monetize traffic

Admob, Screentonic, Google

Mobizines to Mippin Confidential Refresh Mobile Slide

Experience still maturing Transcoders believe that the web can be brought to mobile through squeezing internet sites into a mobile form factor High volume, low quality solution to most sites Confidential Refresh Mobile Slide RSS readers provide access to straplines of content in a simplistic way to alert the customer to news updates RSS readers provide the most basic functionality. Browsers are seeking to allow more efficient navigation of the web site on the device without compromising the web site itself Bandwidth heavy & does nothing for mobile context A wealth of service providers provide a dedicated solution to segments of content publishers Inefficient delivery mechanism for mobile

Transcoders believe that the web can be brought to mobile through squeezing internet sites into a mobile form factor

High volume, low quality solution to most sites

RSS readers provide access to straplines of content in a simplistic way to alert the customer to news updates

RSS readers provide the most basic functionality.

Browsers are seeking to allow more efficient navigation of the web site on the device without compromising the web site itself

Bandwidth heavy & does nothing for mobile context

A wealth of service providers provide a dedicated solution to segments of content publishers

Inefficient delivery mechanism for mobile

Design for mobile context Speed: Users don’t have a lot of time Clutter free: Remove obstacles It’s about the content: not the page Fresh: Show the latest content Sexy: Simple can look good Confidential Refresh Mobile Slide

Speed: Users don’t have a lot of time

Clutter free: Remove obstacles

It’s about the content: not the page

Fresh: Show the latest content

Sexy: Simple can look good

Design to devices Confidential Refresh Mobile Slide