Slides presented by Eric Shimoda, Google and Hanne Tumoisto-Inch, Banner on Thursday 14th July 2011.

1. Mobile in the B2B SpaceDon't get left behind... Date: July 14th 2011 Presenters: Hanne Tuomisto-Inch, BannerEric Shimoda, Google In collaboration with

2. Agenda Introduction 2. Mobile insights 3. Why it’s important for B2B 4. So now what? 5. Q & A

3. Introduction

4. Mobile Insights

5. Mobile is growing 1 in 3 UK adults now use a smartphone Mobile will overtake PCs as most common web access device by 2013 23% of all time spent on the web is via a mobile device Source: Moneyhighstreet.comSource http://www.clickz.com

6. 3xmore smartphones are being activated every minute around the world than there are babies being born Source: ReadWriteWeb, CTIA, March 2011

7. The acceleration of Mobile Source: Google

8. Mobile is getting even bigger Number of EU-5 mobile users accessing the web from their phones is expected to double from 2010 to 2015 …to reach 94 million 8 Source: eMarketer, ‘Western Europe Mobile: Trend, Case Studies and Best Practices’, April 2011

9. It will continue to be engrained in our lives “It’s like a modern day Swiss army knife” Ian Carrington, Mobile Advertising Sales Director, EMEA 9

10. Mobile allows for constant connectivity 11pm PC Mobile 1pm Traffic 8pm 7am Time 10 Source: Internal Google Data 2010, typical across different markets

11. 70% of those familiar with tablets are considering a purchase in the next 3 years Source: eMarketer, March 2011

12. But...why is it important for B2B

13. The B2B audience is on the move ...And can work from anywhere ... at any time

14. Mobile drives business communicationThe primary communications tool for 56% of executives My mobile device is my primary business communications tool Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010 Q: My mobile device is my primary business communications tool; strongly agree, agree, don’t know, disagree, strongly disagree

15. Executives will adopt highly evolved devices 80%of execs under 40 prefer accessing work-related emails from their mobile devices as opposed to a computer, when they are home 44% of executives under 40 agree that because of their smartphones, they no longer carry a laptop when they are out of the office Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010 Q: When I am at home, I prefer to access work-related email and information from my mobile device than from my home computer. (strongly agree, agree, disagree, strongly disagree, don’t know) Q: Because I have a smartphone, I no longer carry a laptop computer when I am not in the office. (strongly agree, agree, disagree, strongly disagree, don’t know)

16. Execs perform more mobile searches todaythan PC searches a year ago 2009 2010 Average number of searches per day on a PC Average number of searches per day on a mobile device 6 7 Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010 Q: On average, how many work-related searches do you conduct with a search engine each workday using a desktop, laptop or netbook computer? A mobile phone, smartphone, tablet, other mobile device?

17. Search trends for B2B keywords Source: Google Internal Data

18. Mobile also drives business transactions 59% would rather make a business-related purchase over the mobile web than over the phone 65% are comfortable making a business-related purchase on a mobile device 79% of execs are comfortable providing business contact information to a mobile website Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010 Q: I am comfortable providing business contact information to a mobile website; I am comfortable making a business-related purchase on a mobile device; I would rather make a business-related purchase over the mobile web than over the phone. (strongly agree, agree, don’t know, disagree, strongly disagree) 18

19. Mobile will grow; at the expense of computersWith smartphones & tablets taking the lead Within 3 years, 44% expect a smartphone or tablet to be their primary device for business-related use Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010 Q. Which device do you use most frequently for business purposes today? Which device do you believe you will use most frequently for business purposes three years from now?

20. So now what…?

21. Develop & implement your mobile strategy 1 Understand the role of mobile & create a strategy 2 Implement basic best practices 3 Integrate mobile into wider mix 4 Track & test 5 Adapt

22. Understanding mobile good practice Develop a mobile friendly site & make sure your audience can find you

23. Understanding good mobile practice 2. Make sure the content is “snackable” 3. Think small, show more, tell less 4. Utilise video 5. Utilise audio podcasts 6. SMS alerts

24. Understanding good mobile practice 7. Make sure your social strategy includes mobile 1/2 prefer using their mobile device to post on twitter 8. Think about how mobile interacts with offline media

25. Q & A

26. Website: www.iabuk.net Twitter: @iabuk Contact: chris@iabuk.netand hanne.tuomisto-inch@b1.com for more information on the IAB’s B2B Council. Get in touch!

27. Thanks!