MOBILE PEOPLE © 2009MOBILE LOCAL SEARCHWITHIN MOBILE LOCAL, ROLES & OPPORTUNITIES29. APRIL 2009MARTIN WILSON, SVP BUSINESS DEVELOPMENT

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

Investor: Via Venture Partners (VC)

Employees: 50+ people

Board: representatives from VC, Advertising Agency, Telecoms

What we doMOBILE PEOPLE © 2009Develop and operate mobile applications and services for the world’s leading directory publishers and media ownersCore products: Mobile Local Search and Advertising solutionsServices: Live in 12 marketsOperate Advertising Network and Sales operation in Nordic RegionCustomers include:

Develop and operate mobile applications and services for the world’s leading directory publishers and media owners

Operate Advertising Network and Sales operation in Nordic Region

MOBILE PEOPLE © 2009SEARCH is a myth in mobile termsMobile is about FIND

RealityMOBILE PEOPLE © 2009Reality of ‘mobile’ device is very personalcommunication mediumlifestyle orientateduser is paying (or perceives to be)no-one ever reads a manualdevice is generally difficult to use (relatively poor interface)Consumers when ‘mobile’typically want somethingimmediacy is often critical patience and tolerance is far lessrelevance is key pulling information is not an issueactionable is a pre-requisite

device is very personal

communication medium

lifestyle orientated

user is paying (or perceives to be)

no-one ever reads a manual

device is generally difficult to use (relatively poor interface)

typically want something

immediacy is often critical

patience and tolerance is far less

relevance is key

pulling information is not an issue

actionable is a pre-requisite

Application ecologyMOBILE PEOPLE © 2009Mobile eco system drive towards mass adoption1st 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 shotMOBILE PEOPLE © 2009

Service ecologyMOBILE PEOPLE © 2009

OpportunityMOBILE PEOPLE © 2009Focus on the ‘mobile’ user and the occasionBring together fragmented content and servicesUse established channels to support distribution & discoveryAlign and optimise the marketing inventoryLeverage existing sales channels to deliver value

Creating an Event or ActivityEvents will be packaged around:Time - week, weekend, day, night...Location - country, region, city, town...Activity- sports, concert, festival, exhibition, eating out... MOBILE PEOPLE © 2009World cup 2010 Easter BathMother’s day Stratford upon AvonWimbledon St Patrick’s dayValentines day V festivalFriday Night British Grandprix

PRESENTATIONMOBILE PEOPLE © 2009MOBILE PEOPLE © 2009End-userKey players

Delivering revenue from mobileMOBILE PEOPLE © 2009

How do we know?MOBILE PEOPLE © 2009

MOBILE PEOPLE © 2009MOBILE =COMMUNICATION & SOCIALBoth natural parts of our life

MOBILE PEOPLE © 2009USAGE = ATTRACTIVE, FUNCTIONAL & EASY TO USEServices have to offer utility and deliver results

MOBILE PEOPLE © 2009OPPORTUNITY = BRINGING TOGETHER ELEMENTS THAT CO-EXISTNot much is ever invented from scratch

Martin WilsonSVP Business Developmente: mw@mobilepeople.comTOLDBODGADE 12, 1253 COPENHAGEN K, DENMARKCOPENHAGEN - DENVER - LONDON