Mobile potential for directory providers Driving revenue from the European directory environment Martin Wilson Managing Director

Driving revenue from the European directory environment

About mobilePeople mobilePeople is the global leader in local mobile search & advertising solutions for publishers Privately held, Founded in 2002, now 50+ employees Investor: Via Venture Partners (VC) Products: Mobile Search, Maps and Advertising Launched with publishers in 12 markets (8 languages) Headquarters in Copenhagen (DK), branch offices in London (UK), Melbourne (AUS), Denver (US) www.mobilepeople.com

mobilePeople is the global leader in local mobile search & advertising solutions for publishers

Privately held, Founded in 2002, now 50+ employees

Investor: Via Venture Partners (VC)

Products: Mobile Search, Maps and Advertising

Launched with publishers in 12 markets (8 languages)

Headquarters in Copenhagen (DK), branch offices in London (UK),

Melbourne (AUS), Denver (US)

Topics Directory landscape Products in action today Revenue opportunity European/Global opportunity

Directory landscape

Products in action today

Revenue opportunity

European/Global opportunity

Directory providers’ unique strengths Directory providers typically have a set of unique strengths in the local space that sharply differentiate them from competitors. The most important strength, the one that presents the highest barrier to entry to competitors such as portals, is their highly developed and effective sales force. In addition, it is believed that the majority have a variety of additional strengths that are also deemed to be important. These are: buyer-centric search engine, that eliminates most irrelevant search results found on portals well developed classification taxonomy, including thesaurus, key words, and attributes sophisticated location taxonomy strong position and brand recognition in the local market

Directory providers typically have a set of unique strengths in the local space that sharply differentiate them from competitors.

The most important strength, the one that presents the highest barrier to entry to competitors such as portals, is their highly developed and effective sales force.

In addition, it is believed that the majority have a variety of additional strengths that are also deemed to be important. These are:

buyer-centric search engine, that eliminates most irrelevant search results found on portals

well developed classification taxonomy, including thesaurus, key words, and attributes

sophisticated location taxonomy

strong position and brand recognition in the local market

Landscape has changed, but... Directory providers are no longer just in the directory space Now will be competing in the ‘Local information’ sector All have brands that is both recognised and understood by consumers Challenge is to build a mobile presence based on core competencies, then offer utility Build around core strength of rich, comprehensive and structured content Speed and ease of use are paramount Content will support the decision process and add value Actionable results are essential Users will deliver sustained usage levels Mass market approach to mid and high tier devices, rather than by niches Goal is to deliver penetration of the mobile Internet user base Directory providers are better placed to commercialise the channel than most Existing relationships with many SMBs

Directory providers are no longer just in the directory space

Now will be competing in the ‘Local information’ sector

All have brands that is both recognised and understood by consumers

Challenge is to build a mobile presence based on core competencies, then offer utility

Build around core strength of rich, comprehensive and structured content

Speed and ease of use are paramount

Content will support the decision process and add value

Actionable results are essential

Users will deliver sustained usage levels

Mass market approach to mid and high tier devices, rather than by niches

Goal is to deliver penetration of the mobile Internet user base

Directory providers are better placed to commercialise the channel than most

Existing relationships with many SMBs

Products in action Customer: (UK) Service: Description: Client* and Browse applications Features: - Yellow Pages style search - Auto suggest* - Click-to-call - Maps and directions - Send to friend* - Save to contacts* Product: LOCAL

Customer: (UK)

Service:

Description: Client* and Browse applications

Features: - Yellow Pages style search

- Auto suggest*

- Click-to-call

- Maps and directions

- Send to friend*

- Save to contacts*

Auto-suggest Dramatically improves usability Top categories included Main cities and towns included Remembers user entered terms

Dramatically improves usability

Top categories included

Main cities and towns included

Remembers user entered terms

Products in action Customer: Service: Description: Client application and browser Features: - Yellow and White Pages search - Media search: news, Wikipedia.. - Images, ringtones - Maps - Auto suggest - - Click-to-call Product: Truvo (World Directories) (BE, PT, IE) LOCAL+

Customer:

Service:

Description: Client application and browser

Features: - Yellow and White Pages search

- Media search: news, Wikipedia..

- Images, ringtones

- Maps

- Auto suggest

- - Click-to-call

Products in action Customer: (UK) Service: Description: Client application Features: - Yellow Pages search - Address and POI look-up - Scroll and pan maps - Over layed routes - Auto suggest - Click-to-call - Send to friend Product: MAPs+

Customer: (UK)

Service:

Description: Client application

Features: - Yellow Pages search

- Address and POI look-up

- Scroll and pan maps

- Over layed routes

- Auto suggest

- Click-to-call

- Send to friend

Dynamic raster tiled maps, overlayed routes Benchmarked on Google, out performs in no. areas Some of most advanced map technology deployed Free form address and POI search Accurate street and place searching i.e.2 St Thomas Street , Winchester, SO23 9HE POI searching Nelson’s Column Additional applications for usage Full European/USA search offering Dynamic raster maps, address & POI look up

Dynamic raster tiled maps, overlayed routes

Benchmarked on Google, out performs in no. areas

Some of most advanced map technology deployed

Free form address and POI search

Accurate street and place searching

i.e.2 St Thomas Street , Winchester, SO23 9HE

POI searching

Nelson’s Column

Additional applications for usage

Full European/USA search offering

Strategic focus for Directory Providers The core strategic focus for mobile services will be to grow service transactions (usage) to their platforms, as ultimately usage will be the supporter of monetisation. A second strategic focus will be to maximise and to support in the delivery of commercial value from the mobile services.

The core strategic focus for mobile services will be to grow service transactions (usage) to their platforms, as ultimately usage will be the supporter of monetisation.

Business/service model (FR) User acquisitioning is key to generate sustainable volumes of searches. Source: Internet users - Forrester Research 2007 Growth and activity – Based on Internal estimates

Revenue potential – benchmark e2010/11 Mobile Internet revenue (FR segment) Reach 20% = e4.6m regular active users Usage est. = 36 times per year / 63 times per year E2010/11 = 166.5m visits (searches) / 291.4m visits (searches) Visit value = €0.47 Potential E2010/11 = €78.2m / € 136.9m

Mobile Internet revenue (FR segment)

Reach 20% = e4.6m regular active users

Usage est. = 36 times per year / 63 times per year

E2010/11 = 166.5m visits (searches) / 291.4m visits (searches)

Visit value = €0.47

Potential E2010/11 = €78.2m / € 136.9m

Business/service model (UK) Again focusing on user acquisition.. Source: Internet users - Forrester Research 2007 Growth and activity – Based on Internal estimates

Again focusing on user acquisition..

Commercial approaches When ready to commercialise different commercial approaches can be seamlessly deployed to the services: Presence based on sponsorship or tenancy Prominence based on prioritised results – Content, Keyword or Location related Performance based on user actions – Call, Click, Book, Buy… All can be supported by the existing mobilePeople ad server and ad solutions.

When ready to commercialise different commercial approaches can be seamlessly deployed to the services:

Presence

based on sponsorship or tenancy

Prominence

based on prioritised results – Content, Keyword or Location related

Performance

based on user actions – Call, Click, Book, Buy…

All can be supported by the existing mobilePeople ad server and ad solutions.

Real Commercial opportunity Opportunity

Real opportunity for partnership Advertisers (via DP’s) long tail Optimised content: Business results/Local information Landing page/ Info page/AdSite Rich content – Images, Videos, User gen. Business/Distribution logic Application (MP) Onward actions: Call, Booking, Ordering, Buy.. Coupons, Promotions, Surveys... Maps, Directions… Reach (channels) Local Search Search Engines Social networks Carriers portals Directory Assistance Handset manufactures Navigation devices Etc. Audience We offer home and office contracts. We create beautiful Bouquets and hand tieds. Corner House Parade, Epsom Road, Surrey Kt17 1NX Call Map/directions Save to address book Opportunity

Optimised content:

Business results/Local information

Landing page/ Info page/AdSite

Rich content – Images, Videos, User gen.

Onward actions:

Call, Booking, Ordering, Buy..

Coupons, Promotions, Surveys...

Maps, Directions…

Thank you Martin Wilson mobilePeople A/S 1 Liverpool Street, London, EC2M 7QD UK e [email_address]