MOBILE PEOPLE © 2009
INTRODUCTION
MOBILE & THE OPPORTUNITY
MAY 2009
CARSTEN GILDUM, SVP Sales & Co-founder
MARTIN WILSON, SVP Business development

MOBILE PEOPLE © 2009
ABOUT US
• Established 2002
• Headquarters in Copenhagen (DK)
• Branch offices in Denver (US) and London (UK)
• 50+ employees
• Backed by Nordic VC (Via Venture)

MOBILE PEOPLE © 2009
WHAT WE DO
• Develop mobile applications for leading directory
publishers, media owners and brands
– Pan European, North America, Australasia and South Africa
• Advertising Network and Sales operation in Nordics
– Manage 95% of media owner’s banner inventory in home market

MOBILE PEOPLE © 2009
MOBILE is already a reality
that is growing by the day

MOBILE PEOPLE © 2009
MOBILE ENVIRONMENT
Active mobile Internet users
Demonstrates a high % of
mobile Internet activity is being
generated from new device
purchasers.
24.8% 26.1%
Acquired device in month
Less than one year prior to month
9.7% One to three years prior to month
19.9% Over three years prior to month
11.3%
Other
Source: M:Metrics 2008

MOBILE PEOPLE © 2009
MOBILE ENVIRONMENT
Device type (Active mobile Internet usage)
Demonstrates a high % of
mobile Internet activity is being
generated from mid tier devices.
34.2%
SmartPhone
65.8%
Non SmartPhone
Source: M:Metrics 2008

UK MOBILE AD MOBILE PEOPLE © 2009
ENVIRONMENT
• UK mobile ad revenues almost £30m (£28.6m*)
– 49.8% display based (Banners, text links etc.)
– 50.2% search based
• Represents a 99.2% year on year growth
• Most Interactive media platform, delivering results
– Average click-rates 0.7% on branding campaigns
– Average click-rates on 1.2% competition campaigns
*Souce: IAB 2009

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
MOBILE =
COMMUNICATION & SOCIAL
Both natural parts of our life

MOBILE PEOPLE © 2009
APPLICATION ECOLOGY
Mobile eco system drive towards mass adoption
1st tier - social & community tools
2nd tier - functional tools (lifestyle choice)
(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
SERVICE ECOLOGY

MOBILE PEOPLE © 2009
PRESENCE =
LOGICAL, RELEVANT & TRUSTABLE
The ’how’, ’why’ and ’what’ is so important

MOBILE PEOPLE © 2009
SOLUTIONS
Focus: Consumer engagement
(niche or mass market)
• user centric
• multi-platform
• solid technology
• high volume capable infrastructure
• commercially optimised

MOBILE PEOPLE © 2009
ENGAGEMENT =
ATTRACTIVE, FUNCTIONAL & EASY TO USE
Services have to offer utility and deliver results

FEATURES
• Speed and ease of use
– auto-suggestion
– auto-location
– search integration
• Utility
– content integration
– multi-media
– personalisation
• Device or service specific
– iPhone (shake and swipe, look-up)
– feed management
– action and share (viral)

MOBILE PEOPLE © 2009
DISCOVERY =
ACCESSIBLE, COMPATIBLE &
PERFORMANT
Steps simply represent barriers

DISTRIBUTION
Focus: Consumer engagement
(niche or mass market)
Direct:
• Re-directed
• Leveraged In-direct:
• Dedicated • Broadcast
• Unchartered • Affiliated

MOBILE PEOPLE © 2009
REVENUE =
RELEVANT, INFLUENCING & ACTIONABLE
Everything should firstly deliver value

COMMERCIALISATION
Focus: Delivering valuable inventory
(attribute driven)
• inventory development and management
• campaign integration
• campaign development

MOBILE PEOPLE © 2009
REPORTING =
KNOWLEDGE, COMPARISON & EVOLUTION
Everything in mobile is potentially measureable

MOBILE PEOPLE © 2009
MEASUREMENT
DISCOVERY
ENGAGEMENT
REVENUE
• distribution channel
• in-service activity
• campaign tracking

MOBILE PEOPLE © 2009
RECOMMENDATION
• Optimise services towards mobile
• Improve accessibility and enhance reach
• Utilise key distribution channels
• Trial commercialisation
• Benchmark
www.telegraph.co.uk/mobile The Telegraph (iPhone)

Carsten Gildum Martin Wilson
SVP Sales & Co-founder SVP Business Development
m: +45(0) 28192858 m: +44(0) 7912 688691
e: cgi@mobilepeople.com e: mw@mobilepeople.com
TOLDBODGADE 12, 1253 COPENHAGEN K, DENMARK
COPENHAGEN - DENVER - LONDON