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Mobile Services – WAP & SMS (UK) ‘ Travel Deals’ WAP API for Search WAP ‘ Travel Deals’ WAP API for Orange Search + ‘PleasureFind’ WAP Off-Portal Search ‘ Routes and Traffic’ i-mode ‘ RoadWatch’ WAP ‘ Traffic & Travel’ WAP ‘ Traffic Near Me’ ‘ Driving Directions’ WAP Travel ‘ RoundTown’ WAP ‘ Thomson Local’ ‘ Store Finder’ WAP SMS ‘ Out&About’ ‘ Find my Nearest’ WAP SMS ‘ ’ ‘ Find&Seek’ ‘ Find&Seek’ WAP SMS Local Search

Some facts Operator portals now link to off-portal sites Search volumes are growing Live are Orange/Vodafone/3/T-Mobile Total market 25m searches per month 13m searches via G, 12m via Y! Operators have >70% of all searches

Some facts

Operator portals now link to off-portal sites

Search volumes are growing

Live are Orange/Vodafone/3/T-Mobile

Total market 25m searches per month

13m searches via G, 12m via Y!

Operators have >70% of all searches

Discovery on UK Mobile Operators Yahoo! Yahoo! None Yahoo! 3 Google Yahoo! None Yahoo announced Google Off-Portal Sponsored Listing Google None Various T-Mobile Yahoo! None MSN/ Screentonic Orange None None 4 th Screen media O2 Google Yahoo! Yahoo! Voda WAP/WEB backfill Text Links Banner Ads Operator

Banner ads (Paid option) Text links (Paid option) Sponsored WAP listings (Paid option) WAP discovery (Free option) WEB discovery (Free option) Discovery becomes the key

Banner ads (Paid option)

Text links (Paid option)

Sponsored WAP listings (Paid option)

WAP discovery (Free option)

WEB discovery (Free option)

One day we started bidding on keywords

Click through depends on ads’ position Vodafone T-Mobile Google Orange Google Google Google Yahoo! Yahoo! Service Ad provider Yahoo! oneSearch On-portal results Web or WAP results Sponsored results

Cinema search selecting Web results Cinema Search selecting WAP results www.mobile.google.co.uk Search Results using Google mobile.google.co.uk

Search Results using Google mobile.google.co.uk Web results WAP results Sponsored results show at bottom of page www.mobile.google.co.uk

Vodafone Live! On/off portal results . .

Vodafone Live! wap results Links to: www.mobile.google.co.uk

Yahoo! oneSearch

Yahoo! oneSearch Ad link at the top No sponsored listings

Relative importance and ranking of mobile properties (for an advertiser, in priority order) 1 = listings will be seen 10 = a lot of clicks needed to find you N/A 3 1 Yahoo! oneSearch 8 1 N/A Google (wap: mobile) 5 8 1 T-Mobile (Google) N/A N/A 1 Google (wap: classic) 8 3 1 Google (mobile) 1 N/A 5 3 1 2 5 Orange 1 8 1 Vodafone Sponsored Wap backfill Web listings Service

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