1. THE MOBILE People ECOSYSTEM & Technology

2. 1/2 of human beings are ‘mobile’.

15. Human connection via mobile technology has become so deep and entrenched, it could be considered it’s own ecosystem.

21. 2,200,000,000 people have mobile web access.

22. 250,000,000

24. NEEDS In Motion Moms Basic 2G phone Mostly phone calls Some texting Minimal mobile web TECHNOLOGY Calling family & friends PRIMARY USE On-the-go Multi-tasker LIFESTYLE Tabs on family Coordinating schedules Household admin. Email Landline OTHER TECH USE Feel like she’s there Peace of mind Peer connection/support DRIVERS

25. In Motion Moms Calling Texting Email Mobile Web Apps

26. In Motion Moms

27. In Motion Mom Mobile Connection: Cellfire Mobile Coupons

28. In Motion Mom Mobile Connection: Disney & Walmart

29. NEEDS Baby Boomers Basic phone (primary) Blackberry for work, email only (secondary) Respond-only texting TECHNOLOGY On-the-go phone calls PRIMARY USE In transition 2 nd act careers Proud Grandparent Leisure adventures LIFESTYLE Simple but effective technology In the event of… Email Landline OTHER TECH USE Staying in touch Accident anxiety Youthful aging DRIVERS

30. Baby Boomers Calling Texting Email Mobile Web Apps

31. Baby Boomers

32. Boomer Mobile Connection: Valvoline Coupon Kicked off in June ‘08: Cleveland, Minneapolis, St. Louis Reaches out to RV / traveling boomers Simple text-based campaign

33. Boomer Mobile Connection: Steve Miller Band Contest Simple text-based campaign Driven by incentive Aimed at Las Vegas visiting Boomers

34. Tech-centered Teens Full QWERTY keyboard Hand-me-down devices Handheld social network Tricked-out & personalized TECHNOLOGY Heavy texting PRIMARY USE Social butterfly Entertainment-oriented LIFESTYLE IM/Chat Social Networks OTHER TECH USE Close to friends In the ‘loop’ Expression of self Safe independence DRIVERS NEEDS Emergencies In touch with parents Social coordination

35. Tech-centered Teens Calling Texting Email Mobile Web Apps

36. Tech-centered Teen

37. Tech-centered Teen Mobile Connection: Facebook Application

38. Tech-centered Teen Mobile Connection: Best Buy & Nokia

39. NEEDS Constantly Connected Professionals Smartphone Frequent mobile web Heavy mobile email (Business vs. Personal) Banking, news, weather TECHNOLOGY Work-related communication PRIMARY USE In demand Balancing act Road officing LIFESTYLE Email OTHER TECH USE Reminders Efficiency Empowerment Recognition DRIVERS

40. Constantly Connected Professionals Calling Texting Email Mobile Web Apps

41. Constantly Connected Professionals

42. Constantly Connected Professional Mobile Connection: E*trade Mobile Pro Downloadable Blackberry application Real time transaction Guaranteed security

43. Constantly Connected Professional Mobile Connection: E*trade Mobile Pro

44. Constantly Connected Professional Mobile Connection: Yahoo! Go

45. NEEDS Early Adopters Mobile Web Phone as PC PRIMARY USE Technology obsessed Proud to be a ‘geek’ Technology as a badge LIFESTYLE Immediate information Unlimited data plan Fluid usability Forward-thinking design Social Networks Twitter OTHER TECH USE Ego Trailblazing – being a technology sage DRIVERS iPhone 3G Heavy mobile web: Entertainment, Communication, Fully Functioning, Information Heavy texting Downloading apps TECHNOLOGY

46. Early Adopters Calling Texting Email Mobile Web Apps

47. Early Adopter

48. Early Adopter Mobile Connections: Maps Whrll Pandora

49. Early Adopter Mobile Connection: iPhone Advertising: The Mummy Takes advantage of rich media Focuses on interaction Allows users to access movie trailer from phone

50. Early Adopter Mobile Connection: iPhone Application: DQ

51. Early Adopter Mobile Connection: DQ.com Store Locator

52. Cross-segment Mobile Connection: American Express SMS Simple mobile experience Rich iPhone experience

53. Key Mobile Connection Principles

54. 1 Function First

55. 2 Keep it Simple

56. 3 Integrate

57. 4 Leverage the Platform

58. 5 Be a Leader

59. Questions?