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Summer 2008 Mobile Advertising Solution Investment Summary Ga  ing on the go ... Contact: Joseph Oliver, Interim CEO [email_address]
DIDMO is poised for success in the mobile advertising delivery market, given its strong subscriber base and award winning technology platform, however, a stronger sales, distribution and support infrastructure is required to if DIDMO is to fully exploit the business opportunity and become the defacto brand for free mobile content and global mobile advertising distribution network. These changes in the mobile industry are resulting in the fast growing demand for compelling content. The mobile arena represents the ‘Holy Grail’ when it comes to advertisers - considered by many as the final mile – a true captive audience network opportunity where brand messaging and commerce will be conducted  directly with the user, directly where they are at all times, simply by targeting directly onto their mobile phones.  A mobile phone is no longer a simple voice communication device. A mobile phone is a personal organizer, a portable music device, a photo album, a GPS system, an email client, a social networking  connector!  The mobile phone has graduated into becoming one of the most important tools an individual interfaces with on a daily basis. It is a device they carry with them everywhere. Imagine having a direct connection with a customer, where ever they are, when ever, not matter what their social setting….. Executive Summary DIDMO is focused in three very specific areas: 1.   DIDMO is a mobile advertising platform - games are the focus today, but we are content agnostic. 2.   DIDMO supports its product offering by  delivering stimulating and engaging consumer environments. 3.   DIDMO intends on becoming a mobile network – a mobile counterpart to a Radio or TV network.
Mobile Advertising - Forces at work This market is an attractive business  opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Competitor Review  ,[object Object],[object Object],[object Object],[object Object],[object Object],It is worth noting, that all of DIDMOs current competitors focus only up on the casual gaming application. Though DIDMO does recognize the likelihood that moving forward some competitors might deliver other content offerings, it does not appear that today's competitors are scaling their businesses with DIDMO’s philosophy of becoming a mobile network player (where all content is considered equal). We believe that with the appropriate level of funding and team acquisition, it will become increasingly difficult for competitors to compete with DIDMO once critical mass has been accomplished. Examining the market with a longer lens, DIDMO considers organizations such as Yahoo and Google more likely candidates for long term competition.
Competitive Position - DIDMO vs. Competitors DIDMO ,[object Object],[object Object],[object Object],[object Object],Skills ,[object Object],[object Object],[object Object],[object Object],[object Object],Strategic assets ,[object Object],[object Object],[object Object],[object Object],Special relationship High Low Hovr ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MAS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],GreyStripe ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cellufun ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Source M:Metrics 03/2007 Market Review – Gamers aren’t who you think!
Mobile Content Usage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile Content is Big Business
General Market Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mind Commerce Frost & Sullivan CTIA MMA M:Metrics
Vision, Mission & Imperatives for DIDMO “ What is DIDMO?” “ Where are we going?” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ How will we get there?” Vision Mission Strategic Imperatives
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brief Overview of DIDMO
[object Object],[object Object],The DIDMO Technology -  How it works today Content Server Ad Server AdWrap Dynamic Ad Server Advertiser Campaign Management Publisher Management Management Platform Community Portals Distribution Content and Ad serving Publisher Users
The DIDMO Technology -  How it will work Phase 2 Phase 3 Gaming HUB Music HUB Books HUB
Superior Customer Experience – Current Service New content everyday -  FREE User downloads game from either the DIDMO website, Carrier portal or by receiving an SMS from a friend   User sees ad for 4 seconds then has an option to follow through to the ad or the DIDMO content of the day User can utlizie content free for 24 hours. User sees new ad every time the conent is accessed that day The next day, when the user starts DIDMO, the application updates, delivering stats to DIDMO advertisers and the user gets  new conent – completely free. ,[object Object],[object Object]
DIDMO’S Current Revenue Model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Planned Additions :
Once the ‘client’ is downloaded for the first time, the user then has a simple interface to access new content - and interact with other DIDMO users - via the community WAP, right from their phone. 1 st   4 second ad delivered. Click to start content 2 nd   4 second ad   Uninterrupted content experience Unlike competitor solutions all ads are truly dynamic! Do You DIDMO?
Future Customer Experience – Beyond Games Application Features Status / Delivery Benefit DIDMO Games ‘ Game a Day’ Current offering – LIVE! Loyalty points are tracked in the background and alerts sent to them monthly about signing up to use Community Portal Multiple games selection. Rich and immersive user experience loyalty points incorporated Built - launching April 2008 User sign up – Can select multiple games Challenge friends and compete Multiple player game engine – play friends real-time! Earn loyalty points through play Rate other players and games Track friends high scores Portal for gaming information and news Get first look at premium content Use loyalty points for free SMS, Minutes, Games DIDMO Books Chapter delivered every day. Listen at own pace. Beta version built – launching this service June 2008 Advertisers understand this model. Publishers likely to subscribe for marketing awareness opportunity. User gets content for free.  Upcoming items in this category include: language lessons. DIDMO Instant message Use instant messenger built into community site to immediately text/ communicate with DIDMO friends right on their phones Beta Mode - August 2008 Launch of viral component. Stimulates usage between mobile and community portal. Entices brand loyalty and word of mouth.
Future Customer Experience – Beyond Games Application Features Scheduled Benefit DIDMO Books Community Portal Track and review books online. Blog about books read.  Share thoughts in forum Oct/Nov 2008 Becoming the new Amazon for books where user previews book(s) through mobile delivery, then has the option to buy using ‘buy’ feature on phone or through community website. DIDMO become e’tailer of published book content. DIDMO ‘Client to Client’ Instant message other DIMDO users using client on phone. December 2008 Similar theory as Skype. Users can SMS friends that are registered users of DIDMO. Eliminates carrier SMS costs. This is a viral tool that we will soft launch. We hope this will stimulate a lot of viral activity and boost word of mouth adoption of users DIDMO games LIVE! Play sporting events with friends in network Spring 2009 Play real-time with friends competing against live televised sporting events such as tennis, hockey, soccer, football and basketball.  DIDMO Applications Handy every day applications Spring 2009 Free applications for free with advertising insert DIDMO - Pro User Premium content access Spring 2009 User pays monthly fee to have service without advertising. Gets discounts on content purchased. Music Preview Upcoming artist track of the day Summer 2009 Subscriber gets to listen in advance and choose to buy next day. Same model as ‘Game a Day’. DIDMO Dating Flirt with other DIDMO subscribers in area Summer 2009 Find other DIDMO users and use a combination of community site and phone to flirt with one another using the DIDMO ‘Client to Client’ feature. DIDMO Content Xchange Manage and post user generated content. Fall 2009 Users can upload, publish, circulate for free and/or sell content. DIDMO becomes eBay of user generated content.
DIDMO’S Community Portal – Traversing The Gap DIDMO traverses the gap between mobile and internet seamlessly, delivering a multi touch point opportunity for content publishers and advertisers
Case Study: Guitar Hero 3 Campaign ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ We were skeptical about the limitations of mobile phone advertising but DIDMO converted us into believers. We are confident that the large ad format combined with their unique ability to offer our prospects real value through free mobile game content resulted in a monumental 8.3% CTR and conversion of 11.4% of click-throughs into members, far surpassing our expectations.” Anders Rinaldo, Nordic Marketing Manager, Activision - Guitar Hero 3 Ad Campaign
Case Study: JAMBA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],"As Jamba is one of the world’s leading mobile content providers, mobile advertising is a very important channel for us. We chose to work with DIDMO, because their innovative concept was absolutely convincing for us. DIDMO was a good add-on to our traditional online and mobile advertising portfolio. We look forward to continue working together with them and achieving further success." JAMBA
Selection of Client Ads From Our Network
SWOT Analysis - DIDMO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DIDMO’s Market Strength ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DIDMO Platform Benefits: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Value Summary
[object Object],[object Object],[object Object],[object Object],Reaching a Highly Coveted Demographic Age distribution of DIDMO users Gender distribution of DIDMO users Female 60% Male 40%
Distribution Channel - DIDMO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],7% - Entry June 2008 15% - Entry Sept 2008 7% - August 2008 30% - Entry April 2008 37% - Entry 2009 2% - Scandinavia - Launched 2006
Partnerships Channel Strategy Consumer Social Sites Online Lifestyle Offline Lifestyle Mobile Media Players Agencies Distributors Publishers Carriers Handset Manufacturers Viral “Refer-a-Friend” - Rewarded when new friend joins  Top Tier - Myspace, Facebook, Lunarstorm, etc. Emerging - Playahead, etc. Large “Transitioning” Brands - Viacom, Disney, Nokia, Samsung etc Retailers Blogs – DIDMO / DIDMO Community user blogs / Serial bloggers  Message boards – (viral guerilla marketing) Consumer destinations - CNet, Global Game League, IGN, About.com Print Partnerships - Major print publishing partners Media Companies – Major content aggregator partners; solution white labeled Playphone, MobiTV, Modeo, Airplay, Helio Portal Strategy Developed for each product offering - also partner with other destination &  WAP sites Resellers Ad network based Technology white labeling -  Awareness  Users  Revenue Opportunity
Sales Strategy Games – Books – Music – Applications  Agencies Required bodies in countries we roll out into Supporting - Channels – Resellers - Partners - In House With content On Website After “Try before you buy” Via Website Through another promotional campaign – Client Driven Analyst firms value to content aggregators Find reseller to manage service Divided by Product Offering Partners Direct Sales Sales Tools Development Advertising Product   Market Data Consumer Focus Group testing
Sales Strategy – Product delivery Supported by services + immersive functions + Features Roadmap for up to 15 Products + services in next 36months Real-time dynamic Ad service Supports 99% of all java mobile phones Strategy to support (by end of 2008) iPhone – Brew - Windows Mobile Trojan Horse Same as Micro Browsers Configurable to users requirements Leverage commodity for partnerships Traverses experience between captive environment (phone) + interactive environment Additional advertising opportunity Additional sales + Product fulfillment opportunity Next generation counterpart to traditional media E’tailers Web + Mobile Based Content Technology Platform Client Community Website
Rather than spend a significant amount of time and money going down an R&D path, DIDMO shall adopt a case-by-case business strategy that will leverage proven technologies when meeting internal and external business requirements. This strategy enables a rapidly deployable solution, allows DIDMO to stay on the cutting edge of technology as it evolves, and gives DIDMO the flexibility to custom-build solutions that meet the  market needs  How DIDMO Evolves – Technology Approach Tight product integration  through close coordination  in product road map  development Customized product  packaging, including training,  support and marketing  collateral Enhanced solution sell  leveraging marketing and  sales channel Strong Solutions Group  that specializes in  developing workflow  solutions for key customers Close R&D coordination to  develop tightly integrated  products Solution oriented sales  force to push workflow  solutions  Sales and  Marketing  Collaboration Product  OEM Joint  Venture  Investment /  Acquisition Coordination of marketing  activities through joint  advertising , white papers and  press releases Cross - sell products by  developing a sales incentive  structure Beneficial channel  arrangements, especially  outside North America Close integration of all  products through tighter  control over the Product  roadmap Merger of strong consulting  and R&D team with powerful  sales and marketing  infrastructure Significant financial benefits  through business and  technology synergies Benefits Contractual Relationship/Limited Integration Full Integration
Operators DIDMO Partners Aggregators Ad Agencies  Publishers Portals
DIDMO - Revenue Assumptions
DIDMO – Revenue Projections
Description of Cases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Worst Case Base Case Best Case
Industry Recognition – Frost & Sullivan / WEBBY “ DIDMO has clearly proven the potential of in-application mobile advertising in Europe. The company continues to innovate on various technology and service-delivery parameters to differentiate its services, and is also expected to also offer other types of ad-enabled mobile media (beyond games). Frost & Sullivan’s Mobility Awards Committee presents DIDMO with the 2008 Award for Entrepreneurial Company in the U.S. Mobile Advertising markets, and expects DIDMO to emerge as a leader in the mobile advertising ecosystem in the United States.”  - Vikrant Ghandi, Strategic Industry Analyst, Mobile Communications -- Frost & Sullivan The Webby Awards, the leading international honor for the Web, recognized DIDMO’s in-game advertising solution as an Official Webby Honoree in the Mobile Gaming category, a distinction that recognizes work exhibiting remarkable achievement.
Summer 2008 Contact:  Joseph Oliver, Interim CEO [email_address]

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Didmo Investor Presentation Summer 2008

  • 1. Summer 2008 Mobile Advertising Solution Investment Summary Ga ing on the go ... Contact: Joseph Oliver, Interim CEO [email_address]
  • 2. DIDMO is poised for success in the mobile advertising delivery market, given its strong subscriber base and award winning technology platform, however, a stronger sales, distribution and support infrastructure is required to if DIDMO is to fully exploit the business opportunity and become the defacto brand for free mobile content and global mobile advertising distribution network. These changes in the mobile industry are resulting in the fast growing demand for compelling content. The mobile arena represents the ‘Holy Grail’ when it comes to advertisers - considered by many as the final mile – a true captive audience network opportunity where brand messaging and commerce will be conducted directly with the user, directly where they are at all times, simply by targeting directly onto their mobile phones. A mobile phone is no longer a simple voice communication device. A mobile phone is a personal organizer, a portable music device, a photo album, a GPS system, an email client, a social networking connector! The mobile phone has graduated into becoming one of the most important tools an individual interfaces with on a daily basis. It is a device they carry with them everywhere. Imagine having a direct connection with a customer, where ever they are, when ever, not matter what their social setting….. Executive Summary DIDMO is focused in three very specific areas: 1. DIDMO is a mobile advertising platform - games are the focus today, but we are content agnostic. 2. DIDMO supports its product offering by delivering stimulating and engaging consumer environments. 3. DIDMO intends on becoming a mobile network – a mobile counterpart to a Radio or TV network.
  • 3.
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  • 6. Source M:Metrics 03/2007 Market Review – Gamers aren’t who you think!
  • 7.
  • 8. Mobile Content is Big Business
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  • 13. The DIDMO Technology - How it will work Phase 2 Phase 3 Gaming HUB Music HUB Books HUB
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  • 16. Once the ‘client’ is downloaded for the first time, the user then has a simple interface to access new content - and interact with other DIDMO users - via the community WAP, right from their phone. 1 st 4 second ad delivered. Click to start content 2 nd 4 second ad Uninterrupted content experience Unlike competitor solutions all ads are truly dynamic! Do You DIDMO?
  • 17. Future Customer Experience – Beyond Games Application Features Status / Delivery Benefit DIDMO Games ‘ Game a Day’ Current offering – LIVE! Loyalty points are tracked in the background and alerts sent to them monthly about signing up to use Community Portal Multiple games selection. Rich and immersive user experience loyalty points incorporated Built - launching April 2008 User sign up – Can select multiple games Challenge friends and compete Multiple player game engine – play friends real-time! Earn loyalty points through play Rate other players and games Track friends high scores Portal for gaming information and news Get first look at premium content Use loyalty points for free SMS, Minutes, Games DIDMO Books Chapter delivered every day. Listen at own pace. Beta version built – launching this service June 2008 Advertisers understand this model. Publishers likely to subscribe for marketing awareness opportunity. User gets content for free. Upcoming items in this category include: language lessons. DIDMO Instant message Use instant messenger built into community site to immediately text/ communicate with DIDMO friends right on their phones Beta Mode - August 2008 Launch of viral component. Stimulates usage between mobile and community portal. Entices brand loyalty and word of mouth.
  • 18. Future Customer Experience – Beyond Games Application Features Scheduled Benefit DIDMO Books Community Portal Track and review books online. Blog about books read. Share thoughts in forum Oct/Nov 2008 Becoming the new Amazon for books where user previews book(s) through mobile delivery, then has the option to buy using ‘buy’ feature on phone or through community website. DIDMO become e’tailer of published book content. DIDMO ‘Client to Client’ Instant message other DIMDO users using client on phone. December 2008 Similar theory as Skype. Users can SMS friends that are registered users of DIDMO. Eliminates carrier SMS costs. This is a viral tool that we will soft launch. We hope this will stimulate a lot of viral activity and boost word of mouth adoption of users DIDMO games LIVE! Play sporting events with friends in network Spring 2009 Play real-time with friends competing against live televised sporting events such as tennis, hockey, soccer, football and basketball. DIDMO Applications Handy every day applications Spring 2009 Free applications for free with advertising insert DIDMO - Pro User Premium content access Spring 2009 User pays monthly fee to have service without advertising. Gets discounts on content purchased. Music Preview Upcoming artist track of the day Summer 2009 Subscriber gets to listen in advance and choose to buy next day. Same model as ‘Game a Day’. DIDMO Dating Flirt with other DIDMO subscribers in area Summer 2009 Find other DIDMO users and use a combination of community site and phone to flirt with one another using the DIDMO ‘Client to Client’ feature. DIDMO Content Xchange Manage and post user generated content. Fall 2009 Users can upload, publish, circulate for free and/or sell content. DIDMO becomes eBay of user generated content.
  • 19. DIDMO’S Community Portal – Traversing The Gap DIDMO traverses the gap between mobile and internet seamlessly, delivering a multi touch point opportunity for content publishers and advertisers
  • 20.
  • 21.
  • 22. Selection of Client Ads From Our Network
  • 23.
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  • 28. Partnerships Channel Strategy Consumer Social Sites Online Lifestyle Offline Lifestyle Mobile Media Players Agencies Distributors Publishers Carriers Handset Manufacturers Viral “Refer-a-Friend” - Rewarded when new friend joins Top Tier - Myspace, Facebook, Lunarstorm, etc. Emerging - Playahead, etc. Large “Transitioning” Brands - Viacom, Disney, Nokia, Samsung etc Retailers Blogs – DIDMO / DIDMO Community user blogs / Serial bloggers Message boards – (viral guerilla marketing) Consumer destinations - CNet, Global Game League, IGN, About.com Print Partnerships - Major print publishing partners Media Companies – Major content aggregator partners; solution white labeled Playphone, MobiTV, Modeo, Airplay, Helio Portal Strategy Developed for each product offering - also partner with other destination & WAP sites Resellers Ad network based Technology white labeling - Awareness Users Revenue Opportunity
  • 29. Sales Strategy Games – Books – Music – Applications Agencies Required bodies in countries we roll out into Supporting - Channels – Resellers - Partners - In House With content On Website After “Try before you buy” Via Website Through another promotional campaign – Client Driven Analyst firms value to content aggregators Find reseller to manage service Divided by Product Offering Partners Direct Sales Sales Tools Development Advertising Product Market Data Consumer Focus Group testing
  • 30. Sales Strategy – Product delivery Supported by services + immersive functions + Features Roadmap for up to 15 Products + services in next 36months Real-time dynamic Ad service Supports 99% of all java mobile phones Strategy to support (by end of 2008) iPhone – Brew - Windows Mobile Trojan Horse Same as Micro Browsers Configurable to users requirements Leverage commodity for partnerships Traverses experience between captive environment (phone) + interactive environment Additional advertising opportunity Additional sales + Product fulfillment opportunity Next generation counterpart to traditional media E’tailers Web + Mobile Based Content Technology Platform Client Community Website
  • 31. Rather than spend a significant amount of time and money going down an R&D path, DIDMO shall adopt a case-by-case business strategy that will leverage proven technologies when meeting internal and external business requirements. This strategy enables a rapidly deployable solution, allows DIDMO to stay on the cutting edge of technology as it evolves, and gives DIDMO the flexibility to custom-build solutions that meet the market needs How DIDMO Evolves – Technology Approach Tight product integration through close coordination in product road map development Customized product packaging, including training, support and marketing collateral Enhanced solution sell leveraging marketing and sales channel Strong Solutions Group that specializes in developing workflow solutions for key customers Close R&D coordination to develop tightly integrated products Solution oriented sales force to push workflow solutions Sales and Marketing Collaboration Product OEM Joint Venture Investment / Acquisition Coordination of marketing activities through joint advertising , white papers and press releases Cross - sell products by developing a sales incentive structure Beneficial channel arrangements, especially outside North America Close integration of all products through tighter control over the Product roadmap Merger of strong consulting and R&D team with powerful sales and marketing infrastructure Significant financial benefits through business and technology synergies Benefits Contractual Relationship/Limited Integration Full Integration
  • 32. Operators DIDMO Partners Aggregators Ad Agencies Publishers Portals
  • 33. DIDMO - Revenue Assumptions
  • 34. DIDMO – Revenue Projections
  • 35.
  • 36. Industry Recognition – Frost & Sullivan / WEBBY “ DIDMO has clearly proven the potential of in-application mobile advertising in Europe. The company continues to innovate on various technology and service-delivery parameters to differentiate its services, and is also expected to also offer other types of ad-enabled mobile media (beyond games). Frost & Sullivan’s Mobility Awards Committee presents DIDMO with the 2008 Award for Entrepreneurial Company in the U.S. Mobile Advertising markets, and expects DIDMO to emerge as a leader in the mobile advertising ecosystem in the United States.” - Vikrant Ghandi, Strategic Industry Analyst, Mobile Communications -- Frost & Sullivan The Webby Awards, the leading international honor for the Web, recognized DIDMO’s in-game advertising solution as an Official Webby Honoree in the Mobile Gaming category, a distinction that recognizes work exhibiting remarkable achievement.
  • 37. Summer 2008 Contact: Joseph Oliver, Interim CEO [email_address]