CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009

Mobile local search

WITHIN MOBILE LOCAL, ROLES & OPPORTUNITIES 29. APRIL 2009

MARTIN WILSON, SVP BUSINESS DEVELOPMENT

ABOUT MOBILE PEOPLE

mobilePeople is a global leader in mobile application development and local mobile search and advertising solutions

• Investor: Via Venture Partners (VC)

• Locations: Headquarter in Copenhagen (DK), Branch offices in Denver (US) and London (UK)

• Employees: 50+ people

• Board: representatives from VC, Advertising Agency, Telecoms

MOBILE PEOPLE © 2009

What we do• Develop and operate mobile applications and

services for the world’s leading directory publishers and media owners

Core products: Mobile Local Search and Advertising solutions

Services: Live in 12 markets

Customers include:

• Operate Advertising Network and Sales operation in Nordic Region

MOBILE PEOPLE © 2009

CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009

SEARCH is a myth in

mobile terms

Mobile is about FIND

Reality

Reality of ‘mobile’

• device is very personal

• communication medium

• lifestyle orientated

• user is paying (or perceives to be)

• no-one ever reads a manual

• device is generally difficult to use (relatively poor interface)

Consumers when ‘mobile’

• typically want something

• immediacy is often critical

• patience and tolerance is far less

• relevance is key

• pulling information is not an issue

• actionable is a pre-requisite

MOBILE PEOPLE © 2009

Application ecologyMobile eco system drive towards mass adoption

1st tier - social & community tools(lifestyle choice)2nd tier - functional tools

(lifestyle supportive)

3rd tier - information tools(24hr’ism & personal)

MOBILE PEOPLE © 2009

SOCIAL / SEARCH SERVICES (new one´s coming every day)

24hr snap shotTime 6am -9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-9pm 9pm-12am 12am-3am 3am-6am

Top 5 TaxiPubDoctorDentistHotel

DoctorHairdresserTaxiDentistGarage

PubRestaurantHairdresserTaxiHotel

PubRestaurantTaxiHotelHairdresser

RestaurantChineseTakeawayTaxiPub

TaxiTakeawayChineseRestaurantPub

TaxiTakeawayPizzaPubHotel

TaxiPubTakeawayPizzaHotel

New in top 5

DoctorDentist

HairdresserGarage

PubRestaurant

- ChineseTakeaway

- PizzaHotel

-

New in top 20

Vet, Tyres, Cafe, Cinema, Post office, School, Pharmacies, Florists, Garage

Estate agentsBeauty salonPlumber

Pet shopFancy dressOpticians

Chinese IndianPublic housePoliceB&BChip shopFish and

chips

Night club & bars

MassageKebab

SexFast foodPetrol

stationPlumbersEscort

Out of top 20

Sex, Fast food, Petrol station, Night clubs, Plumbers, Massage, Escort, Police, Pizza, Take-away

Pharmacies PlumbersBeauty salonVet

Opticians SchoolEstate

agentsFancy dressPost officeBank Pet shop

Fish and chips

Chip shop

Public houseB&B

KebabIndianCinemaChinese

Behaviour keywords

HEALTH ISSUENEED HOTELGET A TAXI

HEALTH ISSUETHE CARBEAUTYGET A TAXI

DRINK & FOODBEAUTYNEED HOTELGET A TAXI

DRINK & FOODBEAUTYNEED HOTELGET A TAXI

DRINK & FOODGET A TAXI

DRINK & FOODGET A TAXI

DRINK & FOODSEXNEED HOTELGET A TAXI

DRINK & FOODSEXNEED HOTELGET A TAXI

The story People wake up and find out that they need medical support.They take a taxi .

Realise that the car is broken, starting to feel better. Get looking good for tonight.

Start planning the night; where can I watch the sport, and must book restaurant.

Plan the night,

From practical mode to enjoy mode

Enjoy mode with less fish and chips

Should think about getting home.Sexual need

Now really do need to get home.Sexual need. Need petrol and plumber

MOBILE PEOPLE © 2009

Service ecologyMOBILE PEOPLE © 2009

Opportunity• Focus on the ‘mobile’ user and the occasion

• Bring together fragmented content and services

• Use established channels to support distribution & discovery

• Align and optimise the marketing inventory

• Leverage existing sales channels to deliver value

MOBILE PEOPLE © 2009

Creating an Event or ActivityEvents will be packaged around:

• Time - week, weekend, day, night...

• Location - country, region, city, town...

• Activity- sports, concert, festival, exhibition, eating out...

Easter

Stratford upon Avon

Mother’s day

Friday Night

Bath

V festival

Valentines day

British Grandprix

World cup 2010

Wimbledon St Patrick’s day

MOBILE PEOPLE © 2009

PRESENTATION MOBILE PEOPLE © 2009

PlatformDevice manufacturers Service developers

Inventory/RevenueBrands (agencies) SME (Directory Publishers)

End-user

MOBILE PEOPLE © 2009

Key players

Delivering revenue from mobile

Advertising spend€000s

Customer volumes000s

Search EngineStrong hold

Directory ProviderStrong hold

Large brandadvertisers

Mid-tier brand/MEadvertisers

Local/SMBadvertisers

MOBILE PEOPLE © 2009

How do we know?

Profiles Inventory

liquidTM mobile platform

PlatformSales Distribution

Partner content

mP sourced content

Sold inventory

Directdistribution

In-direct distribution

MOBILE PEOPLE © 2009

CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009

MOBILE =

COMMUNICATION & SOCIAL

Both natural parts of our life

CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009

USAGE =

ATTRACTIVE, FUNCTIONAL & EASY TO

USE

Services have to offer utility and deliver

results

CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009MOBILE PEOPLE © 2009

OPPORTUNITY =

BRINGING TOGETHER ELEMENTS THAT

CO-EXIST

Not much is ever invented from scratch

CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009

TOLDBODGADE 12, 1253 COPENHAGEN K, DENMARKCOPENHAGEN - DENVER - LONDON

Martin WilsonSVP Business Development

e: mw@mobilepeople.com