thinaire is a company that uses patented technology to transmit data from traditional advertising media like magazines and billboards directly to mobile devices using radio frequency identification (RFID) tags. This allows the media to become interactive and enables mobile commerce transactions. thinaire's platform allows brands to engage consumers through location-based messaging and offers, track consumer behavior and sales, and extend their reach to mobile. The technology benefits media companies by creating new revenue streams from advertising and monetizing their content through mobile applications and purchases.

1. Mar. 14, 2011

2. The Branding Process
SIMPLIFYCLARIFY
Business Strategy
Creating Value
Brand Strategy
Creating Choice
Marketing
Strategy
Creating Demand
AMPLIFY

3. o thinaire is a patented seamless, independent network, online
console and mobile application that provides essential, real-
time connectivity between offline media and wireless devices.
o thinaire creates new, secure revenue channels for all media
stakeholders while empowering unprecedented audience
engagement and interactivity — driving mobile commerce,
loyalty, and social brand evangelism. All of which significantly
impacts consumer response and behavior.
What is:

4. Who is thinaire?
thinaire’s is a company whose expertise is the perfect blend of brand
and marketing strategy with that of RFID and online development.
thinaire provides the process, methodology and expertise to bridge
Brands to Consumers through RFID.
Brand &
Marketing Expertise
RFID & Mobile
Technology +
Online Expertise

6. What is: QR
Two-dimensional or matrix barcode. Information
encoded can be text, URL or other data decoded
at high speed.
Cons:
What is: RFID-NFC
Two-way radio frequency communications between
electronic tag on or inside an object, and an
external reader device.
Pros:
o NO agreed-upon industry standard NOT adopted
by the banking industry for payment
o Optical, requires a mobile device camera
o Requires additional step of download of reader
software
o Limited data capacity
o One direction (prompt only) — not interactive
o Significant consumer drop off during use
o Limited data analysis
o Single secure world-wide standard adopted for mobile
payments
o Simple, Flexible
o Ubiquitous + Reliable + Secure — in use across
industries for decades
o Direct + Seamless — two-way wireless communication
o One-to-one — Personalized
o Location-based “Mobile Device relevancy”
o Facilitates data analysis

7. $630 billion
Juniper Research — By 2014, mobile payments for digital
and physical goods will reach:

8. 2009 2010 2011 2012 2013 2014 2015
NFC
Chipsets
NFC
Devices
Total NFC-Enabled Device and
Chipset Shipments, World Market,
Forecast: 2009 to 2015
Source: ABI Research

9. Smartphone handset manufactures are
embedding RFID-Near Field
Communications readers in new devices.

10. Applications driving RFID-NFC adoption
o Mobile wallet to replace cash payments, increasing consumer
convenience, locking-in bank customers, and lowering transaction costs
o Access account anytime anywhere and allow unbanked to send money
P2P for a fee
o Replace CL transport cards and one-off tickets, driving up usage and
lowering PTO costs
o Add differentiating feature by allowing phone to access buildings,
computers and start cars
o Fast set-up of Bluetooth connection between devices to increase
consumer convenience
o Store/access personal information on phone to increase information
accessibility (anywhere, anytime)
o Exchange digital information by direct phone connection to accelerate
social network expansion and allow new game genre
o Tap phone at tags for proof of visit for relevant, targeted, sophisticated
marketing
o Read product information by tapping phone at hang tags, creating more
targeted advertising
o Instant access to Mobile TV, eBooks and Audio
1. Proximity
payments
2. Remote
payments
3. Ticketing
4. Access
management & car
5. Pairing
6. Personal
identification
7. Social
networking
8. Location-based
marketing
9. eTagging
10. Media
consumption
PAYMENTS
ACCESS &
CONTROL
CREDENTIAL
STORAGE &
EXCHANGE
CONTENT
CONSUMPTION

11. Media verticals thinaire Consumer Engagement
o Magazines and publications
o Broadcast TV and radio
o Direct mail and catalogs
o Out-of-home advertising
o In-store displays

12. Devices embedded with short-range radio RFID include:
o Wireless hand-held devices
o Vending machines
o Kiosks and public information systems
o Video displays
o Home entertainment systems
o Game consoles, controllers
and peripherals
o Wearable devices
o Transaction terminals
o Public access gateways

13. Media embedded with short-range radio RFID
and the NFC standard will include:
o Magazines and publications
o Broadcast TV and radio
o Direct mail and catalogs
o Out-of-home billboards, posters,
street furniture
o In-store displays, smart closets
o Mass transit systems

14. Radio Frequency transmitters will be embedded in:
o Paper manufacturing for magazine, book publishing, hang-tags
o Laminate manufacturing for kiosks, displays, public information
systems
o Consumer video displays, set-top boxes and
home media entertainment systems
o Publicly accessible video displays
serving out-of-home,
retail and event media

15. What does thinaire do?
thinaire empowers unprecedented audience engagement and
interactivity, driving mobile commerce, loyalty, brand evangelism,
and consumer behavior.
Physical Environments
Brands
Rich Media & Content
o Location-based
o Highly targeted
o Personalized
o One-to-One
Wireless Devices
Consumers
Access & Convenience
o Control
o Transaction
o Privacy
o Preferences
Patented thinaire RFID Network
Engagement
o Increased Reach
o Increased Response
o Increased Relevance
Activation Sales lift

16. thinaire Product Suite
thinaire: Enterprise™
Enterprise-wide SaaS management system
for contextual and LB media & content
distribution, analysis and reporting.
My thinaire™
Mobile consumer-facing Experience (application)
that aggregates media, promotions, offers, loyalty &
rewards with stored-value, privacy preferences,
mobile transaction and payments systems.
thinaire: Developer Network™
SDK Software developer tool-kit for
building Experiences (applications).

18. thinaire: In Publishing Example

19. o See Travel Info and Reviews
o Travel Coupons
o Booking and Reservations
o Check in and out
o Discounts at local food, apparel,
etc.
o Bookings: Golf, Windsurfing
o LB Social Media
o Special Co-op offers and Travel
Packages
o On-site Embedded Co-op
o Embedded Direct Mail CRM

20. o LB map to nearest news stand to
purchase
o Subscribe Now with Social Media
incentives
o Group Tech Buys
o Beta-testing new products, apps games
o Gift registry with LB Personal Shopper
o LBM and SMI AR Gaming component
o Tech social News feed
o Get the native Mobile App

21. o Product List with Visuals from the
Editorial Spread
o Buy Now or Save It to buy later
o Share coupon offer with friends
o Social media integration
o Offers and reviews on Location-
based co-op events marketing
o Embedded Direct Mail CRM

22. Monetizing Detail’s existing infrastructure – An Example
“The Body” is a newsletter focusing on health and wellness
content delivered via e-mail
Create relevant exercise content that promotes adoption to mobile.
Modify The Body
o Sponsored LBS/Social Media Runners tab:
o uses foursquare check-ins and meet-ups.
o Has a trackable LBS pedometer and offers product offer and social
content.
o Retail co-op ad placement supports check-ins, offers and SMI
o Local reviews and social feedback about health-related restaurants,
shops, Health Clubs, etc.
o Notification of location-based offers and events
o Co-op RFID embedded direct mail offers

23. o Exclusive Malcolm Gladwell
video article
o Co-Branded Event: book signing
at Barnes & Noble
o Pre-Buy NOW and get a
guaranteed spot in line
o Buy Now and get 15% OFF
on Nook Color Tablet Reader
o Share offer with 10 friends and
get an additonal 10% off
o Sign up for email alerts
o Twitter, Facebook Connects

24. o Location-based feature drives traffic
o Purchase now feature – (Static
media drives mobile commerce)
o Social Media based incentives
o Get the mobile App
o Combine other APP features
thinaire expands the
relevancy and reach
of outdoor advertising
campaigns

25. Selected Product Features

26. thinaire: Enterprise Dashboard
Fine Tune Your Advertising
Campaigns in Real-Time:
oChoose media, location and
assign RFIDs
oView analytics and manage
campaigns in real-time
oDeploy geo targeting and
location based messaging
oTrack sales, app adoption, loyalty,
redemption and social media
integration (SMI)
oBuild and manage contextual
engagement scenarios

27. What does thinaire solve for Condé Nast?
o thinaire will enable a new on-going revenue channel for
Condé Nast
o thinaire will extend the Condé Nast and its advertisers
reach to a robust and portable mobile environment
through RFID
o Condé Nast can monetize by cross selling advertising
along new physical channels
o Application distribution

28. thinaire companies employ (proprietary) patented technology (Automated Mass
Media Commerce US Patent No. 7,739,150) to transmit data directly from
advertising media to consumer mobile devices, extending static, non-interactive
media channels to mobile while enabling media tracking, statistical reporting and
mobile retail commerce transactions.
Mass Media Mobile Commerce (M3C) engages consumers with advertising media
through media to mobile to wireless network connectivity; enabling interactive
capability and mobile payments from traditional non-interactive media. M3C
transfers data directly from advertising media to mobile handsets locally and
securely using radio frequency identification (RFID) tags. The technology engages
mobile device interactivity with advertising such as out-of-home, print, broadcast, In-
Store, event and experiential media.
thinaire: Patent

29. tap thinaire
Contact:
john@ad-venturemedia.com or call (415) 250-8281
Thank You