The 2011 ThinkLA Mobile Breakfast featured keynote speaker Scott Jones, a pioneer in mobile and technology sectors. The event highlighted the significant growth of mobile users, mobile advertising opportunities, and the urgency for brands to engage effectively with mobile audiences. Key statistics emphasized the rising dominance of mobile web usage over traditional desktop and the need for personalized, integrated marketing strategies.

1. 2011 thinkLA Mobile BreakfastJune 16, 2011#thinkLAMobile

2. thinkLA Mobile Breakfast 2011Thank you to our Sponsors!#thinkLAMobile

3. Scott JonesFounder, Chairman and CEOKeynote Speaker#thinkLAMobile

4. Scott A. Jones – Founder, Chairman & CEO Co-Founder, Chairman, CTOCreator of #1 voicemail technology worldwide

5. Sold to Comverse for $843 million Co-Founder, Chairman, CEOCreator of world’s largest music database

6. Sold to Sony for $260 million Founder, Chairman, CEODefinitive source of real-time answers

7. Provided over a billion answers so far

8. Fastest-growing Q&A company4

9. Q: What is ChaCha anyway?

10. #1 Real-time Answers 25 MillionMonthly unique users3+ MillionAnswers provided to users every day1+ Billion Questions ChaCha’s answered

11. ChaCha Answers on MobileMobile AppMobile WebMobile MessagingWhat was the final score of the NBA Championship game?Win a working with…Dallas Mavs 105, Miami Heat 95 on 6/12. ChaCha on. 7

12. Some of Our Brand Partners“ChaCha was the perfect partner for our launch. Viewers want to engage with our content and talent in unique, new ways. This provided a completely immersive, cross-platform experience.” Cameron Death, Sr. VP & GM NBC Universal Digital Studios8

13. Q: Does advertising on mobile phones matter?

14. Mobile is #1 in Audience and Reach280Mobile SubscribersSatellite TV Subscribers20Cable TV Subscribers65TV Households125Internet Access221In MillionsLifestyle Wireless, 2011

15. Mobile vs. Desktop Internet User ProjectionInternet users in millionsMobile Web will surpass ‘tethered’ usage within 3 yearsSource: Morgan Stanley, April 2010, Global Projection

16. Desktop versus Mobile: Different AnimalsSolitaryFixed location30 minutesSift through resultsFocused on desktopOften Research-orientedSocialOn the go30 secondsNeed an answerMulti-taskingTimely, contextual, personal topics

17. Mobile Users Express Immediate IntentVs.13

18. Mobile Search Users Are Impatient80% report frustration with mobile web due to speed, too many clicks, and too much irrelevant content. -Qualcomm - 201080% Shorter Search Session & 80% Lower CTR 15 +mins< 3mins14Large Scale Study of European Mobile Search Behavior – 2008 – Church et. Al.

19. Smartphone Users Multi-task

20. Mobile is Conversational & PersonalI see search moving away from statelessness to something more resembling a conversation. - Peter Norvig Google Director of Research

21. Desktop Experience Does NOT Transfer to MobileHow do over 40,000 results look on a mobile phone?17

22. Answers vs. Results - Which Would YOU prefer?AnswersResultsHow many licks does it take to get to the center of a tootsie pop?Engineering students from Purdue University reported that their licking machine, modeled after a human tongue, took 364 licks. Source: Tootsie.comvs18

23. Share of Web Traffic Coming from Mobile DevicesEntire WebGlobal StatCounter, comScoreqSearch, Google Analytics Mobile – May 2010 - May 2011

24. Web and Mobile are Complementary

26. Smartphone vs. Feature Phone Usage

27. Smartphone Penetration is Accelerating65%37% of US mobile subscribers have smartphones now Nielsen MarketSight – Q2 2011

28. Smartphone Adoption Surged 12% in 6 MonthsFeaturePhones2%Other13%37%63%4%Smartphones10%9%

29. Smart? PhonesSome early-adopter smartphone users do NOT have data plansOf mobile users who have data plans, 23% consume small amounts of dataThe top 10% of ‘super users’ consume 90% of the dataAndroid and iPhone users consumer 2x more data than other phonesSources: Nielsen Marketsight and Nielsen Company, Customer Value Metrics, Single Line Accounts

30. 6/21/201126LBS has Reach Challenges82% use cell phones71% use SMS35% have apps24% use apps4% Use LBS% of U.S. populationSource: PewSeptember 2010

31. Only Some Apps Are ImportantTechCrunch, 2011

32. Smartphone Users More Likely to Text and Text More Often“What started once as a 'teenager thing' has now reached the total population… “Messaging is the broadestreaching communication platformon the planet.” ~ TomiAhonenAdoptionAdoption705SMS PerMonth891SMS PerMonthFeaturePhonesSmartPhonesSource: Mobile Media Marketplace Q228Nielsen MarketSight – Q2 2010

33. Mobile Marketing Options and Adoption29MORE THAN 3 YEARS1-3 YEARSLESS THAN 1 YEARMobile websitesMobile appsMobile messaging/SMSMobile display ads (CPM or CPC)Mobile searchMobile rich media appsMobile video2D "smart" barcodesMobile couponsLocation-based servicesInteractive voice responseMobile gamingProximity - Bluetooth, RFIDNear field communications paymentsSource: Association of National Advertisers, 2010

34. An Integrated Approach to Mobile Marketing is KeyPersonalize the User Experience with ContextMake sure you’re represented across all mobile media

35. The study used norms developed in online ad testing as a benchmark to draw conclusions around the performance of advertising on mobile devices. InsightExpress compared the two using InsightNorms, the company’s normative database containing 1500 online ad effectiveness campaigns and 150 mobile ad effectiveness campaigns. Mobile InsightNorms are based on InsightExpress’ flagship mobile brand effectiveness solution, Mobile AdInsights, which employs a test/control design to measure the brand impact of mobile advertising campaigns.