This document discusses opportunities for location-based mobile advertising services. It notes that mobile devices are personal, communication-focused, and require immediacy. Directory providers have content and sales teams but outdated brands. Advertising can add value if not intrusive. Partnerships can rapidly deliver useful services by bringing together existing elements. Usage will be driven by functionality, utility, and ease of use.

1. MOBILE LOCATION BASED SERVICES
How can Advertising fund
- and Create - LBS?
Martin Wilson, Managing Director

2. MOBILE PEOPLE © 2009
MOBILE is another channel
but it has very different
characteristics to fixed online

3. MOBILE PEOPLE © 2009
REALITY
Reality of ‘mobile’ Consumers when ‘mobile’
• device is very personal • typically want something
• communication medium • immediacy is often critical
• lifestyle orientated • patience and tolerance is far less
• user is paying (or perceives to be) • relevance is key
• no-one ever reads a manual • pulling information is not an issue
• device is generally difficult to use • actionable is a pre-requisite
(relatively poor interface)

4. MOBILE PEOPLE © 2009
DIRECTORY PROVIDERS
have significant opportunity
and potential for a key role

5. MOBILE PEOPLE © 2009
DIRECTORY PROVIDERS
Strengths:
• They have the core content
• They have the sales teams
• They have existing customers
Weaknesses:
• Their brands lack modernity
• Their service utility diminishes quickly
• They are often far too slow to market

6. MOBILE PEOPLE © 2009
SERVICE UTILITY has to be
a real priority to support
sustainable usage

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S E R V IC E E C O L O G Y

8. MOBILE PEOPLE © 2009
ADVERTISING adds value to
a service if done well

9. MOBILE PEOPLE © 2009
VALUE OF ADVERTISING
Advantages:
• Adds interest and offers utility
• Supports differentiation
• Influences the decision
Disadvantages:
• Can slow down a response/reaction
• Takes up real estate
• Can be intrusive and distracting

10. 2 4 h r S N AP S H O T MOBILE PEOPLE © 2009
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-9 a m m m m m
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es Taxi Taxi Taxi
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s R taurant
es R taurant
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es Pub Pizza
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s Pub Pub Hotel Hotel
N e w in Doctor Hairdres er
s Pub - Chinese - Pizza -
to p 5 Dentist Garage R taurant
es Takeaw ay Hotel
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et hop Chinese Indian Night club & Mas age
s Sex
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t
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ur ISSUE ISSUE FOOD FOOD FOOD FOOD FOOD FOOD
k e yw o rd NEED HOT EL T CAR
HE BEAUTY BEAUTY GET A TAXI GET A TAXI SEX SEX
s GET A TAXI B EAUTY NEED HOT EL NEED HOT EL NEED HOT EL NEED HOT EL
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e Start planning P the night,
lan Frompractical Enjoy mode Should think Now really
s to ry up and find the car is the night; m ode to enjoy w les fis
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need m edic al starting to feel w h the
atc Sexual need Sexual need.
support. better. Get sport, and Need petrol
They take a looking good m t book
us and plum ber
taxi . for tonight. restaurant.

11. MOBILE PEOPLE © 2009
THE KNOWLEDGE
Sales Platform Distribution
Partner content
Direct
distribution
mP sourced content
In-direct
distribution
Sold inventory Profiles Inventory
liquid TM mobile platform

12. MOBILE PEOPLE © 2009
PARTNERSHIP supports
delivery of value more rapidly

13. PRESENTATION MOBILE PEOPLE © 2009
MOBILE PEOPLE © 2009
KEY PLAYERS

14. MOBILE PEOPLE © 2009
U S AG E =
A T T R A C T IV E , F U N C T IO N A L &
E AS Y TO U S E
S e r v ic e s h a v e t o o f f e r u t ilit y
a n d d e liv e r r e s u lt s

15. MOBILE PEOPLE © 2009
O P P O R T U N IT Y =
B R IN G IN G T O G E T H E R
E L E M E N T S T H A T C O - E X IS T
N o t m u c h is e v e r in v e n t e d
fro m s c ra tc h

16. Thank you
Martin Wilson, Managing Director
m: +44(0)7912 688691
e: martin@indigo102.com