INTRODUCTIONMobile the opportunityIndigo102© 2009

WHAT WE DOThe business is based on supporting leading digital agencies, directory publishers, media owners and online service providers, helping them take brands mobile.We specialise in:Business and commercial strategy Proposition development Marketing and communications strategy Go-to-market planning and execution Business development and partnership strategy Indigo102© 2009

MOBILE is already a reality that is growing by the day

MOBILE ENVIRONMENTIndigo102© 2009Active mobile Internet usersDemonstrates a high % of mobile Internet activity is being generated from relatively new device purchasers.Source: M:Metrics April 2009

MOBILE ENVIRONMENTIndigo102© 2009Device type (Active mobile Internet usage)Demonstrates a very high % of mobile Internet activity is being generated from mid tier devices.Source: M:Metrics April 2009

UK MOBILE AD ENVIRONMENTUK mobile ad revenues almost £30m (£28.6m*)49.8% display based (Banners, text links etc.)50.2% search basedRepresents a 99.2% year on year growthMost Interactive media platform, delivering resultsAverage click-rates 0.7% on branding campaigns Average click-rates on 1.2% competition campaigns Indigo102© 2009*Souce: IAB 2009

MOBILE is another channel but it has very different characteristics to fixed online

REALITYIndigo102© 2009Reality of ‘mobile’ device is very personalcommunication mediumlifestyle orientateduser is paying (or perceives to be)no-one ever reads a manualdevice is generally difficult to use (relatively poor interface)Consumers when ‘mobile’typically want somethingimmediacy is often critical patience and tolerance is far lessrelevance is key pulling information is not an issueactionable is a pre-requisite

device is very personal

communication medium

lifestyle orientated

user is paying (or perceives to be)

no-one ever reads a manual

device is generally difficult to use (relatively poor interface)

typically want something

immediacy is often critical

patience and tolerance is far less

relevance is key

pulling information is not an issue

actionable is a pre-requisite

BROWSEBOOKMARK.

Read

BROWSEBOOKMARK.

ReadSHARE.

MOBILE =COMMUNICATION & SOCIALBoth natural parts of our life

APPLICATION ECOLOGYIndigo102© 2009Mobile eco system drive towards mass adoption1st tier - social & community tools(lifestyle choice)2nd tier - functional tools(lifestyle supportive)3rd tier - information tools(24hr’ism & personal)

SOCIAL / SEARCH SERVICES (new one´s coming every day)

24hr SNAP SHOTIndigo102© 2009

SERVICE ECOLOGYIndigo102© 2009

THE APPROACH

PRESENCE = LOGICAL, RELEVANT & TRUSTABLEThe ’how’, ’why’ and ’what’ is so important

SOLUTIONSFocus: Consumer engagement(niche or mass market)user centricmulti-platformsolid technologyhigh volume capable infrastructurecommercially optimised

ENGAGEMENT = ATTRACTIVE, FUNCTIONAL & EASY TO USEServices have to offer utility and deliver results

FEATURESSpeed and ease of useauto-suggestionauto-locationsearch integrationUtilitycontent integrationmulti-mediapersonalisationDevice or service specificiPhone (shake and swipe, look-up)feed managementaction and share (viral)

DISCOVERY = ACCESSIBLE, COMPATIBLE & PERFORMANTSteps simply represent barriers

DISTRIBUTIONFocus: Consumer engagement(niche or mass market)Direct:Re-directedLeveragedDedicatedUncharteredIn-direct:BroadcastAffiliated

Broadcast

Affiliated

REVENUE = RELEVANT, INFLUENCING & ACTIONABLEEverything should firstly deliver value

COMMERCIALISATIONIndigo102© 2009Focus: Delivering valuable inventory(attribute driven)inventory development and managementcampaign integrationcampaign development

REPORTING = KNOWLEDGE, COMPARISON & EVOLUTIONEverything in mobile is potentially measureable

MEASUREMENTIndigo102© 2009DISCOVERYENGAGEMENTReveNUEdistribution channelin-service activitycampaign tracking

CORE PARTNERS

ABOUT MOBILEPEOPLEEstablished 2002Headquarters in Copenhagen (DK)Branch offices in Denver (US) and London (UK)50+ employeesBacked by Nordic VC (Via Venture)Indigo102© 2009

WHAT THEY DODevelop mobile applications for leading directory publishers, media owners and brandsPan European, North America, Australasia and South AfricaAdvertising Network and Sales operation in NordicsManage 95% of media owner’s banner inventory in home marketIndigo102© 2009

CREDIBILITY= PROVEN TRACK RECORDDeveloping and operating services since 2002

PRODUCTS AND SERVICESEXTENSIVE EXPERIENCE & INTERNATIONAL DEPLOYMENTSProducts: liquid™ Mobile Local MediaPlatforms: SMS, xHTML, Safari, iPhone SDK, BlackBerry, JAVA ME, (Android)Launched Mobile Local Media services in 13 marketsIndigo102© 200933

Products: liquid™ Mobile Local Media

Platforms: SMS, xHTML, Safari, iPhone SDK, BlackBerry, JAVA ME, (Android)

Launched Mobile Local Media services in 13 markets

CUSTOMERSIndigo102© 2009FOCUS ACROSS THE LOCAL SEARCH AND MEDIA ENVIRONMENTSIn the UK their customers include Yell Group and Trader Media Group.

MEDIAIndigo102© 2009

LOCAL SEARCHIndigo102© 2009Developed services include client and browse applications.

Indigo102© 2009iPhone Developed services include client, browse and hybrid applications.

Indigo102© 2009Martin Wilsone: martin@indigo102.com