Placecast is a pioneer in location-based mobile marketing, developing technology to manage such programs effectively. A Harris poll shows that a significant percentage of smartphone users are interested in receiving mobile offers, especially in categories like restaurants and retail. The document highlights successful case studies, such as the partnership with Telefonica O2 and the Fitness First campaign, demonstrating the effectiveness of personalized, location-based promotions.

1. Location-based mobile marketing at scale
Mobile Payments Conference:
“It’s the wallet, not the transaction”
September 8, 2011
© Placecast, 2011. All rights reserved

2. Placecast is leading innovation in location-based commerce
 6 years in development
 Proprietary technology and
patents solve problems of
running location-based programs
at scale
“Placecast is at the forefront of a new  ShopAlerts is the leading opt-in
wave of location-based companies that location-based mobile marketing
have built up the necessary intelligence solution
and data to thrive as the location
advertising market takes hold.”  Loyalty/CRM programs for
ABI Research brands and acquisition programs
for carriers
 Over 6M active users
 4 carrier programs including
AT&T and Telefonica O2 UK
© Placecast, 2011. All rights reserved

3. Harris Poll:
Consumer of all ages are want mobile offers
At least Somewhat Interested
Base: Cell Phone/Smartphone Owners
Total
50%
Men
44%
45% 42%
40% Women
40%
35%
30% 29% 30%
30%
26%
25%
21% 20%
20% 17%
16%
14%
15%
10%
5%
0%
18-34 35-44 45-54 55+
n=1719
Assuming you gave permission, how interested, if at all, would you be
in receiving text alerts about new products, sales and/or promotions from your
favorite merchants, restaurants, or stores on your cell phone/Smartphone?
©Placecast, 2011. All rights reserved.

4. Harris Poll:
Consumers want relevant mobile marketing from retailers
Categories of Interest – Location-based Alerts
Almost equal interest in restaurants, fast food, travel, health
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Grocery coupons and promotions
National restaurant chain promotions and offers…
Entertainment products and availability (e.g., …
Fast food menu items and promotions
Beauty and fashion (e.g., shoes and accessories)
Coffee and beverage promotions
Electronics product offers and promotions (e.g., …
Travel services, special rates and amenities…
Health-related offers including gym services…
Convenience store products
Home furnishings
Male Female
Infant and child-related products/services/events
Bar or nightclub offers and promotions
Sporting goods and equipment
Other
None N=476
©Placecast, 2011. All rights reserved.

5. Smartphone users and shopping behavior
▪ 79 percent of smartphone consumers use their phones
for shopping-related activities, such as comparing
prices, finding more product info, or searching inventory.
▪ 74 percent of smartphone shoppers make a purchase,
whether online, in-store, or on their phones.
▪ 70 percent use their smartphones while in a store
Source: The Mobile Movement: Understanding Smartphone Users, a study conducted by Google and Ipsos OTX MediaCT
©Placecast, 2011. All rights reserved.

6. The Opportunity: 1 trillion dollars of offline retail sales per year
influenced by digital marketing
http://www.businessinsider.com/using-mobile-to-bridge-the-gap-between-online-and-offline-marketing-2011-9
©Placecast, 2011. All rights reserved.

7. For marketers, mobile wallet is opportunity to close
loop on promotions driving real-world purchases
Mine
Customer
Data
Purchase data
Promo Email
fed back to CRM
Opt-in to
Consumer buys
Receiving
at Merchant
ShopAlerts
Ph # + Prefs tied
Consumer Gets
to payments
Custom Offer
account
For marketers, this allows for optimization of mobile promotions with back-
end conversion metrics based on CPA
© Placecast, 2011. All rights reserved

8. Introducing ShopAlerts®
http://placecast.net/shopalerts/index.html
© Placecast, 2011. All rights reserved

9. Telefonica O2 ShopAlerts Case Study
“The most ambitious deployment yet of new location-based
wireless marketing technology…”
Financial Times 10/15/10 O2 - Placecast Partnership
©Placecast, 2011. All rights reserved.

10. Telefonica O2: Case Study
▪ Launch…
- Originally plain SMS without
location
- 2 messages/week
▪ Today…
- Grown to 6M users in 12
months
- Consumer preference center
- Available targeting: age +
gender location + time +
expressed interest in product
category
- 5 messages/week
- Great results for dozens of top
retail and CPG brands
©Placecast, 2011. All rights reserved.

11. Brand case study: Fitness First generates powerful results
▪ Targeting: 18 – 35 who expressed
interest in healthy living
▪ Geofences set around Fitness First
sports clubs across the UK
▪ Offer: a free two-day pass, with
details of the nearest club.
▪ Results:
- £385,000 in new revenue for Fitness
First
- 2,690% ROI
- 1,100 new gym sign-ups for 4 and
12 month memberships
http://www.mobilenewscwp.co.uk/2011/07/o2-location-ads-make-385000-for-fitness-first/
©Placecast, 2011. All rights reserved.

12. Problem to solve: personalized, location-based offer management
“Deliver the most relevant, nearby
offer, tailored for each user based
on real-time location, individual
preferences, prior behavior…in
real-time across any mobile
device.”
© Placecast, Proprietary and Confidential, 2011

13. ShopAlerts ingests location, targeting and user data to
deliver personalized offers
User + Location-based Offer
Real-time message tailored to user
Offers
Direct Sold| Affiliate Offers |
Display | Local Search | SMS | MMS
User Profile Data
Customer Profiles| Behavioral Data|
3rd Party Intender| Expressed Intent
Demo/Psycho Layer
HH income | HH size | age | gender |
education | PRIZM lifestyle categories
Geography + Time Layer
neighborhoods | merchant addresses|
weather | events calendars
Positioning Data
Network| Passive/Predictive| GPS | Wifi
zip code | address | lat-long
©Placecast, 2011. All rights reserved.

14. ShopAlerts Self-serve – turnkey UI for campaigns
▪ White-label tool that enables
turnkey delivery of ShopAlerts
programs in 3 easy steps
▪ Key components include
- Upload locations
- Create/manage geofences
- Activate discounts and
promotions
- Reporting and analytics
▪ Can be used by carrier, agency,
or brand personnel and even
SMBs directly
▪ Like Google AdWords for the real
world
http://youtu.be/-3bEV9og3HA
©Placecast, 2011. All rights reserved.

15. Location-based analytics for marketers
▪ Registrants
▪ Opt-ins/Outs
▪ Deliveries over time
▪ Top geofences
overlaid on map
▪ Drag and drop UI for
custom reports
©Placecast, 2011. All rights reserved.

16. Thank you!
Blair Swedeen
SVP – Strategy & Business Development
blair.swedeen@placecast.net
m: (773) 727-1375
© Placecast, 2011. All rights reserved