“Downloadables” - An emerging
mobile Ad Inventory for Brands
Harald Neidhardt
CMO & Co-Founder
Smaato Inc.
Vice Chair Mobile Advertising Taskforce dot.mobi MAG
Co-Chair Mobile Advertising Council, BVDW / MMA Germany
Corporate Sponsors
Media & Association Sponsors

SOMA™ Mobile Ad-Server
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 2

Opening Thoughts
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Benefits for Consumers
Embrace Mobile Nomads …
• More variety
In their mobile life with ad funded offers
• Easy Discovery
and sampling of new Partner offerings
• Sense of Value
Through enhanced user experience and new services
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 4

SOMA™ Mobile DNA
Opening up Mobile Advertising …
• Profiling
Open, universal API to multiple Ad Sales Networks globally
• Targeting
Enriching User Profiles for more relevant ad delivery
• Billing
Trusted party for multiple partners in the ecosystem
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 5

SOMA™ In-Application
The Smaato Network presents new mobile targeting opportunities
worldwide. Some featured Mobile Publishers / Developers:
Activ Mticker mOcean Mobile Email Spodtronic
Mobicomp MotionApps Funambol Liquid Air Labs
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 6

SOMA™ Game Wrapper
Orange France In-Game Trial with SOMA Wrapper for Java
launched June 9, 2008
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 7

SOMA™ Game Wrapper
Orange France In-Game Trial with SOMA Wrapper for Java
launched June 9, 2008
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 8

ACD™ – Ad Call Display
• Turn mobile ads into direct response vehicle
• Advertisement at incoming call and after call
• Successful Swisscom Trial: 15% CTR average
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 9

SOMA™ In-Widget Ads
• Widgets are an emerging cross over of
in- application advertising & mobile web
• Millions of downloads of NOKIA Widsets
• Widget engines by Opera, Apple, Nokia,
other 3rd parties
• Development easier / more tech
resources available
• Hundreds of Symbian Developers
• Thousands of Java Developers
• “Millions” of Web Designers
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 10

SOMA™ Ecosystem
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SOMA™ – Open Innovation
In - Application
In - Game Wrapper
Carrier Sales Team
Mobile Web
Multiple Ad Servers
In - Widget
Ad Sales Networks
Ad Funded Calls
Java Mass Market
Click
Actions
Smartphones
6/9/2008 – MMA Forum NYC 2008
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SOMA™ Behavioral Profiles
SOMA Platform as a Service Layer between Consumer and Developers
Active Display Communications Infotainment Entertainment
Ad funded Calls E-Mail News Music / TV
On Device Portal IM / SMS Navigation Navigation
Idle Screen Communities Alarm Games
In - Application In - Widget Game Wrapper
SOMA™ - Mobile Advertising Platform with Open API
Ad Sales Networks or Carrier Dedicated Ad-Server
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 13

Introducing Smaato
• Deliver Mobile Advertising platform for
in-application advertising & mobile web
• Create ad revenue streams for carriers,
mobile developers & ad-sales networks
• Monetize mobile ad inventory
• Patent pending telephony ad technology
Award winning technology:
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 14

New Mobile Ad Formats
MMA Guidelines “Applications” Sub committee – work in progress
Measurement
Update
Connected Guidelines &
applications Best Practices
Delayed reporting Marking of Ad Action
Ad Server standards Cached ads
Tracking of offline usage
Offline Games Wider banners to fill complete screen width
Full Screen Ad Standards
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 15

Thank You.
Harald Neidhardt
CMO & Co-Founder Smaato Inc.
San Mateo, CA
harald@smaato.com
Vice-Chair Mobile Advertising Taskforce - Dot.Mobi Advisory Group
Co-Chair Mobile Advertising Council - BVDW MMA Germany
6/9/2008 – MMA Forum NYC 2008 © 2008, Harald Neidhardt, CMO Smaato Inc. - All rights reserved. 16