MOBILE LOCATION BASED SERVICES
How can Advertising fund
- and Create - LBS?
Martin Wilson, Managing Director

MOBILE PEOPLE © 2009
MOBILE is another channel
but it has very different
characteristics to fixed online

MOBILE PEOPLE © 2009
REALITY
Reality of ‘mobile’ Consumers when ‘mobile’
• device is very personal • typically want something
• communication medium • immediacy is often critical
• lifestyle orientated • patience and tolerance is far less
• user is paying (or perceives to be) • relevance is key
• no-one ever reads a manual • pulling information is not an issue
• device is generally difficult to use • actionable is a pre-requisite
(relatively poor interface)

MOBILE PEOPLE © 2009
DIRECTORY PROVIDERS
have significant opportunity
and potential for a key role

MOBILE PEOPLE © 2009
DIRECTORY PROVIDERS
Strengths:
• They have the core content
• They have the sales teams
• They have existing customers
Weaknesses:
• Their brands lack modernity
• Their service utility diminishes quickly
• They are often far too slow to market

MOBILE PEOPLE © 2009
SERVICE UTILITY has to be
a real priority to support
sustainable usage

MOBILE PEOPLE © 2009
S E R V IC E E C O L O G Y

MOBILE PEOPLE © 2009
ADVERTISING adds value to
a service if done well

MOBILE PEOPLE © 2009
VALUE OF ADVERTISING
Advantages:
• Adds interest and offers utility
• Supports differentiation
• Influences the decision
Disadvantages:
• Can slow down a response/reaction
• Takes up real estate
• Can be intrusive and distracting

2 4 h r S N AP S H O T MOBILE PEOPLE © 2009
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-9 a m m m m m
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es Taxi Taxi Taxi
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s R taurant
es R taurant
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Dentis t Dentist Taxi Hotel Taxi R taurant
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s Pub Pub Hotel Hotel
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s Pub - Chinese - Pizza -
to p 5 Dentist Garage R taurant
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s Sex
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t
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ur ISSUE ISSUE FOOD FOOD FOOD FOOD FOOD FOOD
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lan Frompractical Enjoy mode Should think Now really
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need m edic al starting to feel w h the
atc Sexual need Sexual need.
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They take a looking good m t book
us and plum ber
taxi . for tonight. restaurant.

MOBILE PEOPLE © 2009
THE KNOWLEDGE
Sales Platform Distribution
Partner content
Direct
distribution
mP sourced content
In-direct
distribution
Sold inventory Profiles Inventory
liquid TM mobile platform

MOBILE PEOPLE © 2009
PARTNERSHIP supports
delivery of value more rapidly

PRESENTATION MOBILE PEOPLE © 2009
MOBILE PEOPLE © 2009
KEY PLAYERS

MOBILE PEOPLE © 2009
U S AG E =
A T T R A C T IV E , F U N C T IO N A L &
E AS Y TO U S E
S e r v ic e s h a v e t o o f f e r u t ilit y
a n d d e liv e r r e s u lt s

MOBILE PEOPLE © 2009
O P P O R T U N IT Y =
B R IN G IN G T O G E T H E R
E L E M E N T S T H A T C O - E X IS T
N o t m u c h is e v e r in v e n t e d
fro m s c ra tc h

Thank you
Martin Wilson, Managing Director
m: +44(0)7912 688691
e: martin@indigo102.com