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 Opportunity”

Sponsored by VerizonPanelists: dcMoMo Board

Moderated by: Christopher Versace, Think 20/20 LLCOctober 5, 2009

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Agenda

Introductions

 The Mobile Opportunity

 Technology

Case Studies

Resources

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 The Mobile

Opportunity

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3.3 Billion Mobile Phones in theWorld

Perspective

Source: Communities Dominate Blog

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Five Largest US

Carriers

Source: CTIA

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CTIA’s Wireless Quick

Facts

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Rich Portable MediaExperience

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 Technology

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Smartphone vs. Feature

Phone Penetration

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 The Lake vs. The Well

Mobile Web: Wide but Shallow (like a Lake)

Mobile Apps: Narrow but Deep (like a Well)

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Apple iPhone by theNumbers

26m units sold ww since June 29,2007 (Q2 2009)

6.4m iPhones in usage in the U.S.alone

75,000 iPhone mobile applicationscurrently available

38 percent of smart phone ownerswho don't own an iPhone would"probably" or "definitely" switchwhen making their next purchase.

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iPhone Case Studies

Inc 500 Conference App

Burger King Finder App

National Guard’s “You Can” App

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 The Mobile Marketing

Pyramid

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Goals:  To develop a database of supporters that can be directly

engaged and spurred to action via their mobile devices.

Objectives:  To provide supporters with both broadcast and micro-

targeted information via text alerts, to create an interactive platform fortwo-way communication (such as providing local polling information), as

well as wallpapers, ringtones and other incentives to join and to

promote viral spread.

Launch: As of June 19, 2007, supporters texted the word GO to OBAMA

(62262) to start receiving periodic updates and advance notice about

local Obama events and important updates about Senator Obama’s

public appearances. Users could also text other keywords such as

HEALTH, EDUCATION, and JOBS to the same OBAMA short code to

receive specific issue updates via text alerts..

Success: Obama Mobile has far exceeded the campaign’s expectations.

Nielsen Mobile reported that Obama's text message announcement of 

 Joe Biden as his running mate, estimated at 2.9 million, "is, by many

accounts, the single largest mobile marketing event in the US., to date"

and "one of the most important text messages even sent and one of the

most successful brand engagements using mobile media."

“Obama for America”by Distributive Networks

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Resources

Mobile Monday Community in DC: dcMoMo.com

Mobile Marketing Association: mmaglobal.com US Shortcodes: usshortcodes.com

CTIA : ctia.org

CTIA SmartBrief: www.smartbrief.com/ctia

Moco News: moconews.net

Fierce Wireless: fiercewireless.com

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Contact InformationdcMoMo Board (board@dcMoMo.com)

Kathie Legg, Mobile Product Manager, National Geographic Society (FounderdcMoMo)

Grant Allen, Vice President, Core Capital Partners

Rich Leung, Sr. Communications Engineer, MITRE

Daniel R. Odio, Co-Founder & COO, PointAbout, Inc.

Suni Vaidya, Mobile Consultant

Moderator:

Christopher Versace, Think 20/20 LLC, cversace@think2020research.com

Sponsor:

Shana Glickfield, shana@nextgenweb.org