Local mobile search April09 V1.2

MOBILE PEOPLE © 2009 ABOUT MOBILE PEOPLE mobilePeople is a global leader in mobile application development and local mobile search and advertising solutions • Investor: Via Venture Partners (VC) • Locations: Headquarter in Copenhagen (DK), Branch offices in Denver (US) and London (UK) • Employees: 50+ people • Board: representatives from VC, Advertising Agency, Telecoms

MOBILE PEOPLE © 2009 What we do • Develop and operate mobile applications and services for the world’s leading directory publishers and media owners Core products: Mobile Local Search and Advertising solutions Services: Live in 12 markets • Operate Advertising Network and Sales operation in Nordic Region Customers include:

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 Application ecology Mobile eco system drive towards mass adoption 1st 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 shot MOBILE PEOPLE © 2009 Time 6am -9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-9pm 9pm-12am 12am-3am 3am-6am Top 5 Taxi Doctor Pub Pub Restaurant Taxi Taxi Taxi Pub Hairdresser Restaurant Restaurant Chinese Takeaway Takeaway Pub Doctor Taxi Hairdresser Taxi Takeaway Chinese Pizza Takeaway Dentist Dentist Taxi Hotel Taxi Restaurant Pub Pizza Hotel Garage Hotel Hairdresser Pub Pub Hotel Hotel New in top 5 Doctor Hairdresser Pub - Chinese - Pizza - Dentist Garage Restaurant Takeaway Hotel New in top Vet, Tyres, Estate agents Pet shop Chinese Indian Night club & Massage Sex 20 Cafe, Cinema, Beauty salon Fancy dress Public house bars Kebab Fast food Post office, Plumber Opticians Police Petrol station School, B&B Plumbers Pharmacies, Chip shop Escort Florists, Fish and chips Garage Out of top 20 Sex, Fast Pharmacies Plumbers Opticians School Fish and chips Public house Kebab food, Petrol Beauty salon Estate agents Chip shop B&B Indian station, Night Vet Fancy dress Cinema clubs, Post office Chinese Plumbers, Bank Massage, Pet shop Escort, Police, Pizza, Take- away Behaviour HEALTH HEALTH DRINK & DRINK & DRINK & DRINK & DRINK & DRINK & keywords ISSUE ISSUE FOOD FOOD FOOD FOOD FOOD FOOD NEED HOTEL THE CAR BEAUTY BEAUTY GET A TAXI GET A TAXI SEX SEX GET A TAXI BEAUTY NEED HOTEL NEED HOTEL NEED HOTEL NEED HOTEL GET A TAXI GET A TAXI GET A TAXI GET A TAXI GET A TAXI The story People wake Realise that Start planning Plan the night, From practical Enjoy mode Should think Now really do up and find out the car is the night; mode to enjoy with less fish about getting need to get that they need broken, where can I mode and chips home. home. medical starting to feel watch the Sexual need Sexual need. support. better. Get sport, and Need petrol They take a looking good must book and plumber taxi . for tonight. restaurant.

MOBILE PEOPLE © 2009 Opportunity • Focus on the ‘mobile’ user and the occasion • Bring together fragmented content and services • Use established channels to support distribution & discovery • Align and optimise the marketing inventory • Leverage existing sales channels to deliver value

MOBILE PEOPLE © 2009 Creating an Event or Activity Events will be packaged around: • Time - week, weekend, day, night... • Location - country, region, city, town... • Activity- sports, concert, festival, exhibition, eating out... World cup 2010 Bath Easter Mother’s day Stratford upon St Patrick’s Wimbledon Avon Valentines day day V festival British Grandprix Friday Night

PRESENTATION MOBILE PEOPLE © 2009 MOBILE PEOPLE © 2009 Key players Distribution Content and features Operators Media owners Device manufacturers Directory Publishers Brands Verticals End-user Platform Inventory/Revenue Device manufacturers Brands (agencies) Service developers SME (Directory Publishers)

MOBILE PEOPLE © 2009 Delivering revenue from mobile Advertising spend Large brand €000s advertisers Search Engine Strong hold Mid-tier brand/ME advertisers Local/SMB advertisers Directory Provider Strong hold Customer volumes 000s

MOBILE PEOPLE © 2009 How do we know? Sales Platform Distribution Partner content Direct distribution mP sourced content In-direct distribution Sold inventory Inventory Profiles liquidTM mobile platform

Local mobile search April09 V1.2

by Martin Wilson on Apr 30, 2009

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