NBC Universal has achieved success in mobile by extending their brands across 12 brands, 5 platforms, and partnerships with over 10 partners. At the 2010 Vancouver Winter Olympics, NBC Universal reached users through 87 million mobile page views, nearly 16 million visits, over 2 million mobile video streams, and the number one sports app in the first week. For Notre Dame football, cross-partner support through ads and promotions increased premium live video purchases by 10% year-over-year on mobile, while consumption shifted to more live streaming and fewer video clips. Going forward, NBC Universal aims to improve mobile partnerships through shared goals of awareness, alignment between partners, and agreements on success metrics and timelines.

1. November 2, 2010
Achieving Success Across
Multiple Platforms & Partners

2. NBC Universal…Depth of Mobile Experience
Mobile Video iPhone appsMessaging Social MediaMobile Web
12
Brands
5
Platforms
10+
Partners

3. Vancouver 2010…Extending Reach Via Mobile
 87.0M WAP Page Views
 15.9M WAP Visits
 2M Mobile Video Streams
 #1 Free Sport App during
first week of games
 Major presence on mobile
partners’ WAP decks

4. ND Football…Building Viewership Via Mobile
 Cross Partner Support
 On deck
 On line
 Banner ads
 App: +10% To Date YOY on
Premium Live Video Purchase
 Significant Shift in Consumption
 Video Clips: -19% To Date YOY
 Live Stream:+35% To Date YOY
iPhone App
Video Clips
Live StreamingMobile Web

5. Goals…3A’s: Awareness, Alignment and Agreement
Making Mobile Partnerships Succeed
Go To Market Timetable…Everyone on Same Page
Marketing Support…Skin in the Game
Performance Metrics…Availability and Definition of Success