Our experience in Mobile Mobile Portland

April 28, 2008

Mounir Shita and Greg Applegate

www.golifemobile.com

AGENDA

Agenda

2. Company Background

3. Some Mobile Stats

4. What is Mobile Anyway

5. Gartner’s 4 U’s

6. The mobile application marketplace

7. Challenges

8. What we decided to do

COMPANY Background

1.GoLife Mobile• Established - Q1 ’07

• Distribution of handsets with Lifestyle applications• Lack of real lifestyle applications

• Reassess model Q3 ’07 • Explored applications with common backend library• Too many options

• Vadowerx platform solution created - Q4 ’07• Open technology framework allows garage developers to

create, distribute and monetize mobile applications• Solves many issues of fragmentation, deployment and revenue generation

• Seed Funding - Q4 ’07• Monster Venture Partners

• Nigel Deighton, Advisory Board Q4 ‘07• Former VP of mobile analysis, Gartner

• First Developer seminar – Q1 ’08• Over 30 developers attend the first GoLife Mobile developer seminar• Second developer seminar scheduled for May 28, 2008

Top 5 mobile phone vendors• Nokia (39.1%); • Samsung (14.5%); • Motorola (13.8%); • Sony Ericsson (9.7%); • LG (7.4%).

(Source: Strategy Analytics, August 2007)

Growing phone capability1. GPS enabled phones sold, 11% in 2008 growing to 30% by 2011

(Technology Research Institute)

US Mobile Data Market2. Wireless data revenues (non-voice) = $19.2 billion

(Source: CTIA June 2007)

US Mobile Advertising3. $1.5B in 2008, rising to $14+B in 2011. ( source: Strategy Analytics, eMarketer)

4. Marketing executives listed mobile as one of the top five media in which they planned to increase spending in 2008.

(Source: Business Week, April 3, 2007)

5. Average price for mobile advertising campaign = $100,000

(Source: Third Screen Media)

SOME MOBILE STATS

Computer1. Virtual world navigation2. Non-interrupt driven environment3. Powerful data processing4. Large interfaces5. Not portable6. Part of your office, home or backpack7. You depend on them

Mobile devices8. Physical world navigation9. VERY interrupt driven environment10.Limited data processing11.Limited interfaces12.Very portable 13.Part of your life14.You want to depend on them but can’t yet

What is Mobile anyway?

Gartner FOUR U’S

Ubiquity

Utility

Uniqueness

Usability

How can we depend on them

1. Voice• Changing

2. SMS• Good for quick notes

3. WAP• Brings you back to the virtual world

4. Applications• How and where do you get them

Some recent thoughts I have read

5. Elia Freedman:• “it's time for you to write the obituary for mobile apps."

6. Russell Beattie:• “I don't actually believe in the ‘Mobile Web’ anymore”

7. Michael Mace:• “In the mobile world, what have we done?... we never figured out

how to help developers make money.” 8. Mounir Shita

• “I think a little differently then either Beattie or Freeman… People really want easy to use personalized lifestyle services.”

Mobile application market

1. Lackluster Internet Experience • Difficult Navigation / Plug-in / Formatting• Poor Web Banner Advertising Experience

2. Fragmentation• 250+ Mobile Operators Worldwide• ~100 Handset Manufacturers Worldwide• ~30 Mobile Operating Systems

• Symbian, Windows, Linux, iPhone, Android….

3. Distribution• Carriers / Handset manufacturers • Viral web• How do independents do it?

4. Monetization• How do I make money from my application

CONCLUSIONS1. No SINGLE killer mobile application other then voice

2. The PC desktop experience does not translate well (Virtual vs Physical environments)

3. Mobile is most compelling when enabling everyday life

4. Must tap the Viral developer and distribution channels

MOBILE DATA CHALLENGES

THE LONG TAIL

Vertical Applications

Revenue

Applications

Long Tail of Community Applications

HORIZONTAL SOLUTIONS

Mapping Social Graph

Messaging

MenuDiet

Preferences

Transaction Processing

Pete’s Coffee

The GoLife Mobile Architecture is an open standards-based application framework that enables developers to quickly and easily build, distribute and monetize their mobile Web 3.0 applications using semantic data and content

1. Horizontal Semantic Solutions• Real-world data solutions which cross boundaries and interact with

users in their physical world on their own terms

2. Satisfy User Needs• Real-world solutions which perform some useful and real function,

which are available when needed, easy to use, and personalized for the user

3. Who makes them – Independent Developers• Many small developers creating many very personal applications

that interact with the physical world around the user

4. Distribution• Applications available as a service to user right when they need

them without the need to download them ahead of time

5. Economy – Who pays – Who earns• Users fund economy through advertising and transaction fee

revenue that developers get a cut of when their app is used

Requirements for Success

VADOWERX ECONOMY

Developers use Vadowerx to

rapidly create, distribute, and monetize their

efforts

Developers

Consumers use Vado for the abilility to interact with their friends and the physical

End Us

ers

Advertisers use Vadowerx to target consumers with their

Advertising Businesses use Vadowerx to

bring compelling services to their

customers

Busin

ess

Vado

Vadowerx

Mounir Shitamounir.shita@golifemobile.com

(503) 724-8900

Greg Applegategreg.applegate@golifemobile.com

503-720-9809

THANK YOU!