This document summarizes key findings from a Belgian media mapping report conducted by InSites Consulting regarding mobile adoption and marketing in Belgium. It finds that 94% of Belgians own a mobile handset, with 30% being less than 12 months old. While awareness of mobile internet and advanced functions is growing, actual usage remains relatively low. The document identifies profiles of mobile internet users and analyzes interest in mobile marketing applications and information. It concludes that micro payments and location-based information show promising opportunities.

1. InSites Consulting presents:
Belgian Media Mapping
Everything You Need To Know
about the adoption of new media in Belgium
Internet - Mobile - iDTV
Mobile adoption & marketing
Facts & insights from the Belgian Media Mapping
December 2008

2. Next 15 minutes…
Mobile adoption, operators & handsets
Mobile functions: awareness & use
Information via your mobile
Mobile marketing
© InSites Consulting
Source: Belgian Media Mapping 2008 2

3. What do these people have in common?
© InSites Consulting
Source: Belgian Media Mapping 2008 3

4. 94% of Belgians (15+) own a handset
30% of handsets less than 12 months old
7% intention of new handset next month
© InSites Consulting
Source: Belgian Media Mapping 2008 4

5. Functions
Awareness, usage and intention of advanced functions
Awereness functions Usage advanced functions
Past 6 months
SMS 98% Downloading ringtones
96% 18%
on your mobile
MMS 82%
81% Browsing the internet
16%
via your mobile
WAP 84%
75%
Downloading music om
7%
GPRS 64% your mobile
57%
Using an instant
UMTS / 3G 30% messaging service via 5%
33% your mobile
Bluetooth 81%
89% Watching TV on your
3%
mobile
5 %
2007 2008
Intention advanced functions
Downloading ringtones
14%
om your mobile
Using an instant
messaging service via 11%
your mobile
Browsing the internet
7%
via your mobile
Watching TV on your
6%
mobile
© InSites Consulting
N = 1352 (online data) / F = mobile phone users Downloading music om
4%
your mobile
Source: Belgian Media Mapping 2008 5

6. Functions
Adoption and usage frequency
Niche app Killer app
40% Dictionary Calendar
Monthly use (or higher)
Camera
30%
Polyphonic ringtones
20% Bluetooth
Mean all items
Video camera
MP3 player
10% PC synchronisation Radio Sound recorder MMS
GPRS E-mail
Touch screen Infrared WAP
WIFI
UMTS / 3G
Fax Mean all items Unused
0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
© InSites Consulting
N 2007 = 1909; N 2008 = 1352 (online data) Adoption
F = mobile phone users
Source: Belgian Media Mapping 2008 6

7. 5% is interested to receive paid information
23% interested if information is for free containing
commercial message
1. Traffic information 1. No need
2. Breaking news 2. Annoying
3. Weather info 3. No control on frequency
4. Discount vouchers 4. Expensive
5. Regular news
56% has received commercial info
© InSites Consulting
30% finds commercial info annoying
Source: Belgian Media Mapping 2008 7

8. 16% like receive commercial messages from companies where they are
customer
15% like receive SMS with discount voucher
13% like to receive relevant SMS
10% unsolicited commercial message if non-customers that bring me an
advantage
4% unsolicited commercial message if non-customers
© InSites Consulting
N = 1363 (online data) / F = Mobile phone users
Source: Belgian Media Mapping 2008 8

9. 56% feels operator responsible for commercial SMS
41% feel looking up information via mobile is not user friendly
54% don’t know how many SMS will receive when subscribe
59% prefer not to receive if company identity is unknown
40% would rather send an SMS instead of calling in a
game or quiz
15% prefers sending an SMS instead of email when taking part in a
© InSites Consulting
raffle
N = 1363 (online data) / F = Mobile phone users
Source: Belgian Media Mapping 2008 9

10. Interest towards specific applications
Interest and willingness to pay for functions
Q : Can you indicate how interested you are in each of the existing or future applications below?
Q : Can you indicate to what extent you are prepared to pay for each of the following applications?
30%
Mobile internet allowing internet
with laptop
Willingness to pay (top 2)
20% Mobile internet
Domotica
- Micro payments
Video messages
Information on your location
Mobile TV Mobile banking
Audio on demand
Mobile games on demand
Video telephony
10% Audio streaming
M-commerce
Video on demand Chatting
Eroticism PlazZza
Betting
0%
0% 10% 20% 30% 40%
Position last year Interest (top 2)
© InSites Consulting
N = 1352 (online data) / F = Mobile phone users
Source: Belgian Media Mapping 2008 10

11. Interest towards concrete possible applications
Interest mobile marketing applications (top 2)
Adress nearby car dealer 44%
35%
Reminder dentist checkup, toothpaste commercial 38%
30%
Mobile city guide 29%
25%
SMS ads, 100 free SMS in return 29%
22%
Operator notification when travelling abroad 28%
20%
McDonalds voucher for nearby branch 24%
19%
SMS ticket for event 23%
19%
SMS-email, charged 28%
18%
Branded ingredients list magazine recipe 27%
18%
SMS number of Happy Days points 23%
17%
Shop promotions 23%
17%
SMS reminder event with commercial message 23%
13%
Free weather forecast with commercial 17%
9%
Free movie trailers 16%
9%
SMS reminder event, charged 9%
6%
Ingredients list magazine recipe, charged 7%
5%
© InSites Consulting
2007 2008
N = 1363 (online data) / F = Mobile phone users
Source: Belgian Media Mapping 2008 11

12. Mobile internet
Penetration and usage
Penetration Usage
Q : To what extent do you use the following functions on your mobile
phone?
WAP 38% WAP 5% 8% 12% 76%
GPRS 29% GPRS 11% 11% 10% 68%
UMTS / 3G 8% UMTS / 3G 10% 12% 15% 63%
WIFI 9% WIFI 24% 9% 9% 59%
Daily and more Weekly Monthly Rarely/never
47%
potential mobile internet users … of whom only 19% actually
their mobile at least monthly to go online
© InSites Consulting
Source: Belgian Media Mapping 2008 12

13. Mobile internet is only starting...
© InSites Consulting
Source: Belgian Media Mapping 2008 13

14. Who are the mobile internet users?
Profile
Sociodemographic profile
Dutch 53%
Language
French 47%
Male 78%
Gender
Female 22%
15-24 22%
Age
25-34 28%
35-44 20%
45-54 17%
55-64 7%
65+ 6%
Low er 33%
Education
Professional 27%
Higher 41%
Professional Blue collar 30%
situation White collar 20%
Public servant 7%
Independent 27%
Other 17%
© InSites Consulting
N = 122 (online data) / F = Mobile internet users
Source: Belgian Media Mapping 2008 14

15. Who are the mobile internet users?
Profile
Mobile profile
Payment Subscription 78% Proximus 52%
Operator
how
Prepaid card Mobistar 37%
(rechargeable 21%
card)
Subscription Base 9%
w ith recharging 1%
possibility
Othe 3%
Payment Mobile
who purpose
I do, in full (personal use) 65% Only for
29%
personal use
I do, through my company
17%
(self-employed) Mainly for
30%
My employer and I share the personal use
4%
invoice As much for
personal use as 33%
My employer pays it in full 5%
for w ork/study
I share the invoice w ith a Mainly for
2% 8%
family member w ork/study
A family member pays it in full 7%
Only for
0%
w ork/study
Someone else 0%
© InSites Consulting
N = 122 (online data) / F = Mobile internet users
Source: Belgian Media Mapping 2008 15

16. Who are the mobile internet users?
Handset brand
Brand
© InSites Consulting
Source: Belgian Media Mapping 2008 16

17. Current handset Intention new handset
Since less 18% 52%
than 6 8%
months 40% Certainly not 51%
20% 38%
6-12 months 11%
19% 27%
30%
Probably not 33%
1-2 years 28%
26% 37%
14%
2-3 years 26% 13%
5%
Perhaps 10%
11%
3-4 years 8% 16%
3%
4% 5%
4-5 years 7% Probably 3%
4%
7%
3%
5 years or
10%
more 3%
1%
1% Certainly 3%
No idea 3% 2%
4%
Internet ready Basic mobile Internet mobile users Internet ready Basic mobile Internet mobile users
© InSites Consulting
Source: Belgian Media Mapping 2008 17

18. Mobile marketing
Profile mobile internet users
Purchase profile
Interest to
Purchased Music / MP3s 12% Information for
receive 18%
products small charge
information
Ringtones 9%
Realtones 8%
Specific information 7% Information for
44%
free
Video clips / video new s 6%
Wallpapers 6%
Logos 5%
Voice greetings 3%
Games 3%
Mobile TV (TV programmes) 3%
© InSites Consulting
N = 122 (online data) / F = Mobile internet users
Source: Belgian Media Mapping 2008 18

19. Using full Mobile
functionality
marketing as
Critics
substitute
Basic users
Openness
16% Capable users
towards Mobile
Late adopters
marketing
User
33% friendliness
29%
22%
© InSites Consulting
Source: Belgian Media Mapping 2008 19

20. Key facts & figures
Interest for mobile information:
5% paid
23% sponsored
Mobile internet is only starting 9% of mostly male surf at least
monthly
Success factors
Control on expenses,
Relevant, personalized content
Financial benefit
Micro payments & information on location look promising
© InSites Consulting
Source: Belgian Media Mapping 2008 20

21. About us
Contact details
Nanno Palte InSites Consulting presents:
Director Market Insights & Behaviour Belgian Media Mapping
Nanno.palte@insites.eu Everything You Need To Know
about the adoption of new media in Belgium
Tel. +32 9 269.15.17
Internet - Mobile - iDTV
Mobile +32 477 69.06.95
Wouter Samyn
Senior Research Executive
Wouter.samyn@insites.eu
Tel. +32 9 269.14.29
Mobile +32 494 08.46.97
Valerie Vlieghe InSites Consulting
Consultant Evergemsesteenweg 195
Valerie.Vlieghe@insites.eu B-9032 Gent
Tel. +32 9 269.14.34 Belguim
Mobile +32 479 51.85.45 Tel. +32 9 269.15.00
Fax. +32 9 269.16.00
info@insites.eu
© InSites Consulting
www.insites.eu
Source: Belgian Media Mapping 2008 21