Mobile Startup Case Studies
Vodafone Mobile Clicks
@ PICNIC Amsterdam
September 26, 2008
Rudy De Waele

Something About Me
Innovation Catalysts
dotopen is an open innovation consulting firm advising start-ups and
established companies with their strategic positioning, defining business
models, creating alliances, and identifying market and funding
opportunities. Clients in UK, USA and Europe.
• Blogger at mTrends - http://m-trends.org
• Co-Founder MobileMonday in Spain (Barcelona & Madrid)
• Organising Committee Mobile 2.0 USA & Europe
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2003
Case Study 1 SERIES A: $6M 2005
SERIES B: $16.8M 2008
XPS Technology
XPS combines Wi-Fi, GPS, and CellID. XPS builds on top of the Wi-Fi Positioning
System (WPS) that is already deployed on tens of millions of mobile devices
worldwide. Now that LBS is maintstream, location must calls \"consumer-ready\" at
all times. Devices need to produce a reliable and accurate location wherever
consumers access applications - indoors, outdoors, deep in urban areas or out in
the country. The only way to achieve this level of consistency is with a hybrid
positioning system that takes advantage of multiple positioning technologies.
Apple Partnership / iPhone App Store data
Check out the data we have pulled together on location based apps in the app
store. As a result of our relationship with Apple, all location based iPhone apps use
Skyhook.
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2003
Case Study 1 SERIES A: $6M 2005
SERIES B: $16.8M 2008
Europe Launch
Skyhook has mapped tens of millions of Wi-Fi access points in Europe, and now
provides coverage to over 150 million people in Europe. Skyhook's fleet of 200
European data collection specialists has driven hundreds of thousands of
kilometers and continues to expand coverage every day.
Launched NetworkLocation
A Mac OS X application that adjusts user settings (automatically lower volume at
the library, connect to the right printer at home, etc)
Launched Eye-Fi
Wi-Fi memory card for geotagging photos
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2003
Case Study 1 SERIES A: $6M 2005
SERIES B: $16.8M 2008
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2003
Case Study 1 SERIES A: $6M 2005
SERIES B: $16.8M 2008
AIM
AOL's AIM is the leading instant messaging network in the world. \"Where are you?\"
is a common question in conversations on instant messaging programs such as
AIM. Licensing Skyhook's Wi-Fi Positioning System, AOL has launched a
downloadable location plug-in for AIM that lets its 53 million users directly share
their current physical location with their AIM 'buddies.
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2003
Case Study 1 SERIES A: $6M 2005
SERIES B: $16.8M 2008
LOKI
Loki demonstrates the power that
location brings to the online
experience. It is the first location-
aware Internet search and
navigation application that uses
XPS' Wi-Fi Positioning capabilities
to pinpoint physical location.
By integrating Google Adsense advertisements into the Loki site and driving ad
placement based on current location, Skyhook has seen an amazing five percent
click-through rate on the ads. This rate is ten times higher than that of standard
online text ads. The only difference is that the ads are location-targeted.
With MyLoki, Loki's social networking feature, users can quickly find their own
location and share it with their friends, on Facebook or Jaiku, with location badges
for their blog, or RSS feeds.
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 10/2007
Case Study 2 SERIES A: £5m
SERIES B: -
Status
• Worldʼs first Mobile Social Search Engine
• Exponential traffic growth
• Zero to 1 million+ searches faster than
any other search engine (including
desktop search engines)
• Commercial growth
• First distribution partner live
• Sept 08 introduced advertising
• Iterating service rapidly
• New sources/index & UX enhancements
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 10/2007
Case Study 2 SERIES A: £5m
SERIES B: -
Industry Recognition & Award Winning
Robert Scoble, PodTech
“Taptu is way better [than Google] for mobiles”
Ricky Cadden, Symbian-Guru.com
“Taptu Mobile Search - AWESOME”
Ernst-Jan Pfauth, The Next Web
“Mobile social search is Google's Achilles heel”
Mike Butcher, TechCrunch UK
\"If the future is social search then the future must also be mobile social search”
Dennis Bournique, WapReview
\"I'm impressed with both the quality of Taptu's search results and the mobile site's very good usability even on
less capable browsers.\"
Stuart Dredge in New Media Age
\"Taptu: One to watch in 2008”
Commercial category
Winner 2008
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 10/2007
Case Study 2 SERIES A: £5m
SERIES B: -
mobile search made social
Key Factors
1. Donʼt Over-Hype
2. Build virality into your service - sharing part of Taptuʼs DNA
3. Be Transparent & Honest - listen to your community of user and develop
long term relationships with influencer community
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2003
Case Study 3 SERIES A: $6M 2005
SERIES B: ND 2006
 Founded in 2003, privately held, VC funded (Motorola
Ventures and France Telecom)
 140+ employees worldwide, with operations in California
(HQ), Oklahoma City, London, Paris, Munich, Madrid, Milan,
Toronto, Tokyo, and Karachi
 Products and services for development, testing, marketing,
customer care and operational support of mobile applications
– key enabler in the mobile space
 Deployed across the entire mobile value chain:
» Wireless carriers
» Handset OEMs
» Content/application providers/aggregators
» Infrastructure vendors
» Financial institutions/entertainment/retail etc.
 Flagship product, DeviceAnywhere is currently used by
1000+ customers worldwide
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

How It Works
Direct-to-Device™: A unique electrical integration
approach exclusive to DeviceAnywhere
Wires are connected to each handset’s input/output
interfaces such as the buttons, touch screen, LCD,
speaker, ringer, backlight, microphone, battery, etc.
Input signals, such as button clicks, are streamed from a
user’s desktop computer to the handset over the
Internet; output signals such as LCD and audio are
streamed back – providing real-time interactive handset
access.
Customers can either use DeviceAnywhere’s global on-
demand handset bank, or leverage dedicated devices
(for exclusive use by their personnel) either in their own
data centers or in another location anywhere across the
globe (managed by DeviceAnywhere).

Customer Ecosystem
Operators and MVNOs Web Games
Handset Manufacturers
Financial
Entertainment and Media
Platform and Aggregators

FOUNDED: 2006
Case Study 4 SERIES A: $2.25M 2006
SERIES B: $15M 2007
Kyte Platform Overview
Kyte is a universal digital media platform that enables brands and communities to easily
produce live and on-demand digital content, distribute it to multiple online and mobile
destinations simultaneously, engage with an audience through multimedia communications,
and monetize their brand assets.
Produce Distribute Engage Analyze Monetize
Online or mobile Live or recorded to Grow and engage Report Create new
video and pictures multiple destinations your audience and measure revenue streams
Copyright © 2008 Kyte – 8/28/08 Kyte Overview Page 2
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2006
Case Study 4 SERIES A: $2.25M 2006
SERIES B: $15M 2007
Kyte Production & Distribution Matrix
Online Mobile
Produce Kyte
Kyte Mobile Producer
in Player Studio
E-mail API E-mail
PRODUCTION
Advanced API Nokia S60 iPhone
produce tools
BRAND
Example:
DISTRIBUTION
Embedded Branded Social
API Branded Mobile Web Branded Mobile Apps
Kyte Player Network Apps
m.brand.com API integration iPhone Mobile API
Facebook Bebo into existing
imeem Ning mobile destination Nokia S60 J2ME
MySpace
Blog
Any website
!\"#$%&'(\"\"%!
Copyright © 2008 Kyte – 8/28/08 Kyte Overview Page 3
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2006
Case Study 4 SERIES A: $2.25M 2006
SERIES B: $15M 2007
Kyte Ecosystem
Through strategic partnerships with the
world’s leading media companies, mobile
carriers & device manufacturers, Kyte is
building a global digital content
distribution platform with massive user
adoption and monetization potential:
!!The Kyte platform bridges disparate
networks and user communities,
extending the reach and monetization
opportunities for each participating
partner.
!!Media and entertainment bring
premium content to the ecosystem
Operators & Social
Devices Networks and gain access to global content
Media &
Entertainment
distribution.
Copyright © 2008 Kyte – 8/28/08 Kyte Overview Page 19
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2007
Case Study 5 SEED: $875k + 20k
SERIES A:
September 2008
- Close to 100 million monthly pageviews
- Engagement grew 50% in July, 60% in August
- Majority of traffic coming from US, UK, Canada, Brazil and India
- Vast majority of new users coming from organic sources
(word of mouth, Google etc)
- Some of our top 10 devices:
Sony PSP, Blackberry 8700 & 8500, iPhone and iPod touch, Nokia N70
and N95, Samsung Instinct
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2007
Case Study 5 SEED: $875k + 20k
SERIES A:
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Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2007
Case Study 5 SEED: $875k + 20k
SERIES A:
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Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2007
Case Study 5 SEED: $875k + 20k
SERIES A:
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Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2007
Case Study 5 SEED: $875k + 20k
SERIES A:
Key Factors
1. Focus on building a great product - engagement is a key measurement
2. Never had a business plan - Heysan today is a result of 14 months of
continious iterations.
3. Religious belief in mobile web + SMS as our platform
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2003
Case Study 6 SERIES A: $4.2M 2004
SERIES B: $9.3M 2005
m
- www.qipit.com
© Qipit, Inc 2008 – Page 2
c.
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2003
Case Study 6 SERIES A: $4.2M 2004
SERIES B: $9.3M 2005
Mobile document capture is now a reality
Over one million users in the mobile scanning market
Usage statistics show business users
! C
Corporate b i d bil
business users and mobile professionals
f i l
! Creative, communications and education professionals
Students adopting mobile scanning at a quick rate
! Mobile scanning poised to 2 Mega Pixel Camera Phones Sales
enter the enterprise market
as students start working
m
© Qipit, Inc 2008 – Page 15 - www.qipit.com
Mobile e-mail to surpass
picture messaging and
handset client upload as
preferred mobile scanning
5
channel
2Mpix or better cameras
quickly prevailing.
c.
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2003
Case Study 6 SERIES A: $4.2M 2004
SERIES B: $9.3M 2005
Vision + support + team + trust:
- a strong, clear vision from day 1 about what camera phones could do beyond
taking pictures
- support from a committed set of investors
- an excellent, motivated team who strives in solving technical and commercial
challenges.
- Trust of customers, some of whom are still sourcing new technologies from the
company up to 4 years after ourt first contract. Trust comes from performance,
dependability and of course the quality of our technologies.
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2004
Case Study 7 SERIES A: $6M 2007
SERIES B:
What is GetJar?
14 million
mobile 10,000 apps
downloads in catalog
per month
200,000
300 million developer &
mobile tester
downloads community
to date
The world's largest mobile apps download site
Confidential
Text 2
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2004
Case Study 7 SERIES A: $6M 2007
SERIES B:
We Believe in the Open Model
Open Model Commercial Model
•! Content/services offered for free •! Content/services offered for sale
•! Web examples: IE, Acrobat, •! Web examples: Amazon, iTunes
Flash, Windows Live, Yahoo, •! Mobile distribution examples:
Google, Napster Handango, PocketGear, Jamba
•! Mobile distribution example: •! Mobile apps examples: Telenav,
GetJar Spiderman, Monopoly
•! Mobile apps examples: •! Users: thousands
OperaMini, GoogleMaps, Mig33
•! Users: millions
GetJar.com
Text 4
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2004
Case Study 7 SERIES A: $6M 2007
SERIES B:
In 3 years, GetJar has Evolved from a Beta Testing
Community into a Mature, Mobile Application Ecosystem
What apps does the consumer want? mp3…player
Consumer demand analysis …music…
…radio
What devices does the consumer have?
Device / carrier statistics & reference
How to build apps?
Development & collaboration environment
How to test and improve apps?
Beta testing & ongoing user feedback
How do apps perform? How do users use them?
Download, install, usage analytics
How to distribute apps?
Global OFF-DECK distribution, 14million/month
How to earn from mobile apps?
Monetization via
ad publishing or sales
GetJar.com 7
Text
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2004
Case Study 7 SERIES A: $6M 2007
SERIES B:
Application Monetization Models
•! First: free beta testing by 26,000
dedicated mobile application enthusiasts
leads to a quality product
•! Then: GetJar helps developers make
money on their product
9:;<(=.(>(
=?@+\"4A(
Developers sell
10(2.3\"45,.(
applications via
6.78.\"( GetJar network of
partner sites
GetJar injects
)#*()\"&( advertising package
+,-./,#0( into each application.
Shares advertising
Developers bid for
!\"#$%&\"'( revenue with
consumers to
developers
Developers download their
promote apps on application
GetJar
Confidential
Text
Text
8
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2006
Case Study 8 SERIES A: ND 2006
SERIES B: ND 2008
The Blyk vision created in January 2006 is valid
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2006
Case Study 8 SERIES A: ND 2006
SERIES B: ND 2008
Blyk has the highest “net advocacy score” among
mobile networks in the UK – with Youtube and Facebook
Net advocacy rolling 8 weekly
80
Youtube
Facebook
60 MSN Messenger
O2
Skype
40
Orange
Myspace
20 Blyk
Vodafone
0 T-Mobile
Bebo
Virgin Mobile
-20
Tesco Mobile
BT Mobile
-40 3
3/17/2008 4/14/2008 5/12/2008 6/9/2008 7/7/2008 8/4/2008
Fresh Mobile
Time
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2006
Case Study 8 SERIES A: ND 2006
SERIES B: ND 2008
Blyk is growing organically as a word-of-mouth brand
(200,000 members in the UK = ie. double of first years target)
• 20% aided awareness among 16-24s in August
• Word of mouth
- For over half, the source of awareness is being invited or
talking to a friend
- Followed by other member acquisition activities like
online
• The Blyk concept in general is becoming well-known
- One third of 16-24s have heard of the Blyk concept before
- 36% of all respondents correctly attribute it to Blyk
(once explained the concept)
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

FOUNDED: 2006
Case Study 8 SERIES A: ND 2006
SERIES B: ND 2008
SUMMARY
• Blyk’s business model results into attractive audience for
advertisers: “The Young Recommenders”
- Information in ads is social currency
- Willingness to contribute beyond the simple response
• Blyk believes to have tackled the key obstacles in mobile
advertising
- Opted-in audience
- Relevance
- ROI
- Attractive end-to-end cost to advertise
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008

THANK YOU!
BLOG: m-trends.org
EMAIL: rudy@dotopen.eu
TWITTER: twitter.com/mtrends
FRIENDFEED: friendfeed.com/mtrends
Vodafone Mobile Clicks @ PICNIC Amsterdam
Rudy De Waele September 26, 2008