Urban Airship BOD Meeting

* Confidential *Company Confidential

Board of Directors MeetingApril 19, 2012

1

Wednesday, June 6, 12

Company Confidential

• Meeting called to order

• Approve minutes of February 1, 2012 Board Meeting

• Resolutions -

• Approve options

• Overall Progress

• Q1 2012 Review

• Q2 2012 Plan

• Sales Update

• Business Development Update

• Marketing Update

• Private Board session

• Meeting adjourned

Agenda

Wednesday, June 6, 12

Company Confidential

Stock Option Grants

• Listing of stock option grants for this board meeting• Option matrix approved by board• Are the options within range? If so, this is easy otherwise justification needed

Wednesday, June 6, 12

* Confidential *Company Confidential

Overall Progress

4

(This section is always the same just with updatednumbers - easier to compare growth)

Wednesday, June 6, 12

Company Confidential

Highlights• Hired CD (CRO) and Hieggelke (CMO) - January 2012• Deployed new backend infra and spun down SimpleGeo services - March 2012• Great Shows at CES, MWC and SXSW• Shipped Segments - April 2012• XXX

Challenges• A• B• C• D

Notable Numbers• XXB Pushes in Q1• XXXM iOS and XXXM Android Active Installs Right Now• Revenue at XXX% of plan• Run Rate near $XXM

Q1 Highlights

Wednesday, June 6, 12

Company Confidential

KPI’s Q2 A Q3 A Q4 A Q1A Q2 ETeam 31 35 57 69 87

Notifications (per Qtr)

Total Active Installs

$ KPI’s Q2 A Q3 A Q4 A Q1A Q2EPipeline (total)

Enterprise balance (over $500)

Probalance ($199)

Net Burn (per month)

Run Rate (Total Revenue)

Run Rate (Recurring Revenue)

Revenue (per Qtr)

Overall Progress

(Great way to show quarter-by-quarter progress)Wednesday, June 6, 12

Company Confidential

Headcount Trend

(Show Q-by-Q headcount growth and where in company)

Wednesday, June 6, 12

Company Confidential

Sales by Product

Graph of sales by product

Wednesday, June 6, 12

Company Confidential

Customer/ASP Analysis

Show trends in average deal size in graph

Wednesday, June 6, 12

Company Confidential

Top 20 Customers

How are we weighted by the top 20? Good? Bad?

Wednesday, June 6, 12

Company Confidential

Sales Trends

Graph of customers over $1000/month ... ideally this is growing up-and-to-the-right

Wednesday, June 6, 12

* Confidential *Company Confidential

Sales Update

12

Wednesday, June 6, 12

Sales Overview

• An update on sales - about 5 slides here covering strategy, execution, deals and pipeline

• This will vary and is optional ... chance to bring in other members of the team to meet with the board - in this case it was a chance for our new CRO Christopher Dean to meet and present to the board

Wednesday, June 6, 12

* Confidential *Company Confidential

BD update

14

Wednesday, June 6, 12

BD Overview

• Same as for sales - what are the BD deals that are driving revenue and/or growth - 5-8 slides here

• This will vary and is optional ... chance to bring in other members of the team to meet with the board

Wednesday, June 6, 12

* Confidential *Company Confidential

Marketing update

16

Wednesday, June 6, 12

Company Confidential

Mandates: from reactive to proactive marketing

• This will vary and is optional ... chance to bring in other members of the team to meet with the board - in this case it was getting our new CMO Brent Hieggelke in front of the board.

Wednesday, June 6, 12

* Confidential *Company Confidential

Private Board Session

18

Wednesday, June 6, 12

* Confidential *Company Confidential

Appendix

19

Wednesday, June 6, 12

Org Chart: Executive

• Org charts updated every quarter so the board knows who is where and what the structure looks like - great in the appendix

Wednesday, June 6, 12

Org Chart: Sales

Wednesday, June 6, 12

Org Chart: Engineering

Wednesday, June 6, 12

Org Chart: Marketing

Wednesday, June 6, 12

Org Chart: Finance

Wednesday, June 6, 12

Company Confidential

Dashboard

Our CFO has a dashboard that is sentout on a weekly basis ... this is a screenshot of it

Wednesday, June 6, 12