Mobile Industry Overview & Trends

MOBILE INDUSTRYOVERVIEW & TRENDSKRISTINE VAN DILLENPOLLY LIEBERMANVERONIKA SONSEVPrepared for Golden Seeds – April 12, 2012

Agenda  Mobile Penetration  Mobile Usage & Consumption  Monetization of Mobile  Distribution & Discovery  Convergence  Future of Mobile

Mobile Penetration

Mobile phones surpass shoes… 4

…and will dwarf PC penetration Global Internet Device Sales 5

We are just starting to upgrade globally Global Smartphone Penetration Q3 ‘11 Source: Nielsen Mobile Insights Russia 36% UK 38% Germany 27% Kuwait Italy US 56% 50% 46% Egypt 37% Indonesia 18%

Youth adopted first, but otherssegments are catching up Smartphone Penetration by Age and Income (US)

Affordability is driving US growth

iOS and Android are dominating

Tablets have become 4th screen

Mobile Usage & Consumption

A mobile phone is the Swiss ArmyKnife 2.0 Camera Mobile Web Voice Applications GPS Location Messaging Social Content

Regional considerations• Network Speed• Device Types• Network/ Data Costs• Local Regulations Different capabilities result in different uses

Regional usage SMS & Voice Business Transactions Content Consumption, mBanking Mobile Web Social Media Gaming mCommerce

Content consumption range Top 20 Mobile Content Categories Reach Among Active Users (Browsing, Apps, SMS), April 2010, US online retail 12% auction sites 12% electronic payments 12% gaming information 13% television guides 13% classifieds 15% general reference 17% business directories 18% traffic reports 18% restaurant information 20% tech news 21% bank accounts 21% stock quotes or… 22% movie information 24% entertainment news 29% sports information 31% maps 34% news 36% search 44% weather 49% Product:comScore MobiLens Data: Three month average ending April 2010

Apps are exceeding mobilebrowser usage

Why are people using apps?Apps provide direct connections to information News, weather, sports or stocks updates 74% Learn about something youre interested in 64% Get info about a destination youre visiting 53% Help shop or make purchases 46% Get more info about an event youre attending 35% Based on August 2011 Pew Internet Tracking Survey

Popular apps

Monetization of Mobile

Mobile business models Consumer Paid Advertising mCommerce

Consumer paid One-time payments Subscriptions What are people buying?  Ringtones  Apps  Premium Content  Virtual Goods Billing methods:  iTunes  Credit Card and Paypal  Carrier Billing

Advertising SMS Display Performance Video SearchPricing Models: CPM CPC CPI Sponsorships Paid Search/Key words

Mobile advertising examplesSMS tags Sponsored SMS Banner Sponsorship

Mobile advertising examplesRich Media Full Screen Mobile Video SearchExpandable Interstitials

mCommerce Mobile Shopping  Tickets  Apparel  Much more… Mobile Bookings  Hotels  Auto  Flights

Distribution & Discovery

Mobile distribution and discovery  Mobile Advertising  App Stores  Carriers “Ondeck” Placements  Partnerships  Brands leveraging existing assets – onAir, online, magazines, inStore promos etc.

How are people discovering apps? Searching the Application… 63% Friends/Family 61% 53% Third Party Website 21% 17%Apps Promoting Other Apps 21% 15%Newspaper/Magazine/Radio 17% 9%Sync Software (iTunes, etc) 17% 3% iOS App Store Television Advertisement 13% Android Market Store 6% In-App Advertisement 13% 9% 8% Device Homepage 10% Carrier Homepage 5% 6% Email Tips from my Carrier 5% Source: Nielsen- The Mobile Other 3% Media Report

Convergence

Shift to a hyper-connected world Not just what‟s put into a mobile device Consider the mobile devices put into other things

Mobile phones are our „everything hub‟ Our mobile phone connects us to people And to products

Mobile phones are our „everything hub‟ And connects us to physical things

Mobile phones are our „everything hub‟ And connects us to retail

Mobile phones are our „everything hub‟ And devices connected to the mobile phone can enable even more uses

Future of Mobile

Examples of mobile innovation  Retail  Mobile Payments  mHealth  Mobile Security  Personalization

Mobile is transforming retail 60% Phones are key to purchase decisions 40% 38% 25% 24% 20% 34% 22% 22% 0% Call a friend for advice Look up prices online of Look up product about a purchase a product you found in reviews online of a -20% a store product you found in a store % of cell owners % of cell owners Source: Pew Internet Project 2012

Mobile is transforming retail Problem: BestBuy has become the showroom for Amazon Innovation needs:  Loyalty programs  Real-life CRMs  Social commerce

Your phone will be your wallet Problem: speed/ convenience, acces s to credit, managing cash Innovation needs:  Peer 2 peer payments  Retail transactions  Credit/value storage

Security is becoming a problem Problem: Mobile becoming target of malware and security threats Innovation needs:  Personal firewalls  Remote device management  Spam and malware filters  Privacy controls

Mobile health has promise Problem: managing care/compliance, acc ess to records, health information Innovation needs:  Diagnostic tools  Health data monitoring  Health and medical information

Mobile is your life personalized Problem: Nobody knows your name anymore Innovation needs:  Knowing who is nearby  Trusted references  Real life targeting and personalization

Mobile is… Your life on the go Real-time connection to people and info Bridge between the real and digital world Mobile is connectivity, anytime, anywhere, in your pocket

THANK YOU!FOR MORE INFORMATION, PLEASE EMAIL VERONIKA@INSPARQINC.COM

Appendix

Areas of Mobile GrowthGrowth Competitors Revenue Who PaysAreas (non-traditional) Potential Per MonthIdentity Risk Facebook, Google, Twitter, $1-2 Banks,Management Microsoft, Financial Financial Institutions InstitutionsCommerce Amazon, eBay, Google, $1-5 Customer, Groupon Commerce PartnersPayments PayPal, Google, Facebook, $1-2 Customer, Visa, Mastercard, Startups Commerce PartnersPresence, Google, Facebook ~$1 PartnersAddressBooks

Areas of Mobile GrowthGrowth Areas Competitors Revenue Who Pays (non-traditional) Potential Per MonthUser Profile Google, Facebook, Twitter, $1-4 Partners MicrosoftRemittance Western Union, Visa, Banks ~$1 Customer Commerce PartnersAdvertising/ Google, Facebook, Millennial $1-2 AdvertisersCoupons Media, Microsoft, AppleCloud Services Amazon, Cisco, Apple, $1-5 Customer Microsoft, Vmware, Enterprise, Salesforce PartnersEnhanced Skype, Facebook, Google, $1-3 CustomerCommunication Microsoft, Cisco

Areas of Mobile GrowthGrowth Competitors Revenue Who PaysAreas (non-traditional) Potential Per MonthEnterprise/ SIs, Vertical players $5-10 EnterpriseVerticalSegmentsIn-Home Cable companies, HP, $1-3 Customer Microsoft, Sony, Samsung, AppleSecurity Microsoft, Symantec $1-5 Customer, EnterpriseHealth Healthcare providers $20-30 Customer, Insurance, Hospitals

Areas of Mobile GrowthGrowth Competitors Revenue Who PaysAreas (non-traditional) Potential Per MonthWellness Startups, OEMs <$1 Customer, Insurance, HospitalsDistribution Apple, Google, Amazon, $1-4 Partners Microsoft, FacebookM2M Hotspot providers, Google, $1-2 Consumer Cable providers EnterpriseQoS Services N/A $1-4 Premium Subscribers, EnterpriseAnalytics Goggle Microsoft, Facebook, $5-15 Enterprise Amazon Partners

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Mobile Industry Overview & Trends

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