This document discusses the growing mobile advertising market and whether media groups have enough time to "figure out" mobile. It notes that online groups are making acquisitions worth billions to address weaknesses in their mobile strategies. The document then introduces PortoLynx's white label mobile platform aimed at local media markets to help monetize subscribers and readers through location-based shopping and support for small local businesses. PortoLynx claims its model can generate new independent revenue streams for media groups through transaction fees from referrals between consumers and local merchants.

1. ‘Figuring’ out mobile
PortoLynx Networks Inc.
ggilmour@portolynx.com
Sept 2012

2. Urgency – Markets grows $2b to $2.5b every
6 months
Do media
groups have the
1 to 2 years to
‘figure out’
mobile ?
Source : 4 Strategies for news companies as mobile ads displaces Desktop exposure

3. Mobile, too small to worry about ? Online
group don’t think so.
Millions

4. Do online groups have the right mobile
model ? No?
Criteria
commonly used Google Twitter Facebook Groupon eBay
for Mobile
Transactional No No No Yes Yes
Targeted Loosely Loosely Loosely Loosely No
Measurable Yes,
No No Yes Yes
results conversions
Local SMB focus Yes No Yes Narrow No
Location Based No No No No No

5. Are they moving to address these issues in
the next 18 months ? Yes.
14 acquisitions – $1.5 b for 11
value unknown acquisitions
23 Acquisitions for
over $1.5 b
$3b in acquisition 12 acquisitions –
over last 2 years value unknown

6. PortoLynx attacks the weaknesses of online
groups by building on your strengths.
Local : 80% of spending on products occurs
locally, 100% of services
Local: 80% of consumers want to support local
businesses due to recession (up from 55%)
Local: Over 40% of consumers want local deals
from small businesses they know
Local: Over 50% of local consumer ‘Trust’ their
community newspaper.

7. We are a white label mobile platform aimed
at the media market.
App distributed simply
Buy Local Markets – Immediate, self
via SMS download link
access to local products serve, flexible and
to subscribers, readers,
and services cheaper
online users

8. Our revenue model is based on access and
results
Media SMS enquiry
Group App.
Real Time Referrals
Secondary Action
Real Time Referrals
Criteria PortoLynx
Transactional Yes
Targeted Yes
Measurable Yes
results
Local SMB focus Yes
Location Based No

9. We add value by,
Groups Value Added
Consumers Location based Support for Cash rewards
shopping Local business
Small Business Targeted to real Cost linked to No work no
local consumers targeting and investment
results mobile strategy
Media Groups New & Potential to Expansion of
independent monetize advertiser base
revenue stream subscribers,
readers, online
traffic

10. Where it leads – aggregates Mobile
pennies
Revenue per Circulation Unit Profit per Circulation Unit
$1.00 $0.30
$0.90
$0.25
$0.80
$0.70 $0.20
$0.60
$0.15 Print
$0.50 Print
$0.40 Mobile
Mobile $0.10
$0.30
$0.20 $0.05
$0.10
$0.00
$0.00
2012 2013 2014 2015 2016
2012 2013 2014 2015 2016
Print figures will vary with markets while mobile will vary with assumptions
made. An interactive model is available to test individual cases.

11. What it would take to replicate our
platform, Full scale Rollout –
starting in 6 months
Up to 20 pilot sites – 2 months
Media Partners
Implementation of Mobile Pilot – 2 months
Start Here
Final Prep for Mobile Pilot – 2 months
SMS – Enquiry engine – 12 months
Buy Local Marketplaces – 18 months
SMB online network – 4 years

12. What can we give you? Knowledge and
time.
Your Stop Go
decision points Work with you to
implement your
own pilot. Cost
linked to scale.
Series of 4 briefing
sessions tracking
continuing
development, impl
Detailed Briefing.
ementation&
Cost equivalent – operating metrics.
2 man weeks Cost equivalent - 4
man months

13. Is mobile a bubble or a revolution ?
If a revolution, what can you do in the next 6 month that would be as cost
effective as taking up our offer ?