The catalysts driving the mobile local services environment and where the revenue is starting to come from.

1. CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009
Mobile local search
WITHIN MOBILE LOCAL, ROLES & OPPORTUNITIES
29. APRIL 2009
MARTIN WILSON, SVP BUSINESS DEVELOPMENT

2. MOBILE PEOPLE © 2009
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

3. 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
• Operate Advertising Network and Sales operation in Nordic Region
Customers include:

4. CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009
MOBILE PEOPLE © 2009
SEARCH is a myth in
mobile terms
Mobile is about FIND

5. MOBILE PEOPLE © 2009
Reality
Reality of ‘mobile’ Consumers when ‘mobile’
• •
device is very personal typically want something
• •
communication medium immediacy is often critical
• •
lifestyle orientated patience and tolerance is far less
• •
user is paying (or perceives to be) relevance is key
• •
no-one ever reads a manual pulling information is not an issue
• •
device is generally difficult to use actionable is a pre-requisite
(relatively poor interface)

6. MOBILE PEOPLE © 2009
Application ecology
Mobile 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)

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

8. 24hr snap shot MOBILE PEOPLE © 2009
Time 6am -9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-9pm 9pm-12am 12am-3am 3am-6am
Top 5 Taxi Doctor Pub Pub Restaurant Taxi Taxi Taxi
Pub Hairdresser Restaurant Restaurant Chinese Takeaway Takeaway Pub
Doctor Taxi Hairdresser Taxi Takeaway Chinese Pizza Takeaway
Dentist Dentist Taxi Hotel Taxi Restaurant Pub Pizza
Hotel Garage Hotel Hairdresser Pub Pub Hotel Hotel
New in top 5 Doctor Hairdresser Pub - Chinese - Pizza -
Dentist Garage Restaurant Takeaway Hotel
New in top Vet, Tyres, Estate agents Pet shop Chinese Indian Night club & Massage Sex
20 Cafe, Cinema, Beauty salon Fancy dress Public house bars Kebab Fast food
Post office, Plumber Opticians Police Petrol station
School, B&B Plumbers
Pharmacies, Chip shop Escort
Florists, Fish and chips
Garage
Out of top 20 Sex, Fast Pharmacies Plumbers Opticians School Fish and chips Public house Kebab
food, Petrol Beauty salon Estate agents Chip shop B&B Indian
station, Night Vet Fancy dress Cinema
clubs, Post office Chinese
Plumbers, Bank
Massage, Pet shop
Escort, Police,
Pizza, Take-
away
Behaviour HEALTH HEALTH DRINK & DRINK & DRINK & DRINK & DRINK & DRINK &
keywords ISSUE ISSUE FOOD FOOD FOOD FOOD FOOD FOOD
NEED HOTEL THE CAR BEAUTY BEAUTY GET A TAXI GET A TAXI SEX SEX
GET A TAXI BEAUTY NEED HOTEL NEED HOTEL NEED HOTEL NEED HOTEL
GET A TAXI GET A TAXI GET A TAXI GET A TAXI GET A TAXI
The story People wake Realise that Start planning Plan the night, From practical Enjoy mode Should think Now really do
up and find out the car is the night; mode to enjoy with less fish about getting need to get
that they need broken, where can I mode and chips home. home.
medical starting to feel watch the Sexual need Sexual need.
support. better. Get sport, and Need petrol
They take a looking good must book and plumber
taxi . for tonight. restaurant.

9. MOBILE PEOPLE © 2009
Service ecology

10. MOBILE 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

11. MOBILE PEOPLE © 2009
Creating an Event or Activity
Events will be packaged around:
• Time - week, weekend, day, night...
• Location - country, region, city, town...
• Activity- sports, concert, festival, exhibition, eating out...
World cup 2010
Bath
Easter
Mother’s day
Stratford upon
St Patrick’s Wimbledon
Avon Valentines day
day
V festival British Grandprix
Friday Night

12. PRESENTATION MOBILE PEOPLE © 2009
MOBILE PEOPLE © 2009
Key players
Distribution Content and features
Operators Media owners
Device manufacturers Directory Publishers
Brands Verticals
End-user
Platform Inventory/Revenue
Device manufacturers Brands (agencies)
Service developers SME (Directory Publishers)

13. MOBILE PEOPLE © 2009
Delivering revenue from mobile
Advertising spend Large brand
€000s advertisers
Search Engine
Strong hold
Mid-tier brand/ME
advertisers
Local/SMB
advertisers
Directory Provider
Strong hold
Customer volumes
000s

14. MOBILE PEOPLE © 2009
How do we know?
Sales Platform Distribution
Partner content
Direct
distribution
mP sourced content
In-direct
distribution
Sold inventory Inventory
Profiles
liquidTM mobile platform

15. CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009
MOBILE PEOPLE © 2009
MOBILE =
COMMUNICATION & SOCIAL
Both natural parts of our life

16. CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009
MOBILE PEOPLE © 2009
USAGE =
ATTRACTIVE, FUNCTIONAL & EASY TO USE
Services have to offer utility and deliver results

17. CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009
MOBILE PEOPLE © 2009
OPPORTUNITY =
BRINGING TOGETHER ELEMENTS THAT
CO-EXIST
Not much is ever invented from scratch

18. CONFIDENTIAL PRESENTATION MOBILE PEOPLE © 2009
Martin Wilson
SVP Business Development
e: mw@mobilepeople.com
TOLDBODGADE 12, 1253 COPENHAGEN K, DENMARK
COPENHAGEN - DENVER - LONDON