2009 Information Innovation Conference

1. International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com

2. Peggy Anne Salz - Msearchgroove “ I still haven’t found what I’m looking for!”

3. Leveraging Location for Services

5. Combined Forces The Mobile CrossMedia Agency Strategy/ Biz Dev/ Planning Consultancy Services Thought Leadership Analyst Strategic Consultancy Services, Bespoke Research, White Papers

6. Mobile Explosion / Disruptive Convergence Forces

7. Force 1: Consumption Fragmentation

8. Force 2: Free vs. Fee ( Balance) Free Terrestrial Paid Satellite Free Broadcast Paid Satellite + Cable Free Newspaper/Free Directory Paid Daily Newspaper Radio TV Print Online  Advertising  Advertising  Advertising Free content/services Subscription & Transaction  Advertising “ Free” Advertising “ Paid” Subscription 40% iPhone Apps are Paid/ 60% Free Subscription & Transaction Mobile Free content/services  Advertising NOW

9. Force 3 : Open Platform Multimedia Computer ( 2008 pivotal) All of my connected applications , always with me, EVERYWHERE Mainframe 1960s Mini 1970s Personal 1980s Laptop 1990s

10. Force 4: Personalization (The New Media Wave) Accelerated Growth ‘ 95 ‘ 00 ‘ 05 ‘ 10 Email Portal Social Media Web/Local Search Perspective Search

11. Force 5: Social Nets = Mobile (Influencer/Recommendation Systems) > 65% use Mobile Mobile Access Mainstream > 5% Users Mobile Access Mainstream 100’s of Apps > 20 Million Users Entertainment Access

12. Force 6: Amazing Mobile API (Application Disruption) App Store 1-click Immediate Use Location API (shake/move) Accelerometer API Touch API Microphone API Rich Media API Browser API Camera API Speaker API

13. Force 7: Location without Rankings is Dead! Search recommendation dynamic Personalization

14. Force 8: Who Owns the Address book! Vodafone 360

16. Mobile Applications and LBS examples

18. Categories of Cool Creative Apps Novel Practical New Value Directory Publishers Advertisers & Local Sounds &Shake Search 2.0 Perspective/ Recommend Multimedia/ Live Ads News & Info Goes Local Socialize the Advertiser Bleeding Yellow Cross-Media Print 2 Mobile Around Me ( Next Level) Cross-Media Web 2 Mobile Around Me (Entertain)

19. Sounds and Shake Apps that can bring some novelty to the experience. “ Push or Pull” Sounds and novel Idea’s to link content to Locations

21. Directed Search (Location) Search, Augmented Search and the Direction around you GeoVector is Directionally Filtered to present the user with what they need. Layar AR Browser 3D Local Search

22. Around Me ( Entertainment Example ) Apps that serve a purpose of entertainment have maps and local info Anyone want to meet for drinks at Pikes on Friday? Leveraging location based Advertisers and information in Entertainment Applications

23. Yellow …to Rainbow (The All Around Me App) Apps that have built on-top-of listing ( New Value) From choosing your Vertical Around you To ….

24. Bleeding Yellow ( community editorial) Apps that have built on-top-of listing ( New Value Editorial) … ..It is clear that Search without User-Generated-Content is now DEAD People crave References and information about listings, Yelp has created the Status-Quo

25. Yellow Slice….. ( Movie Vertical) Apps that have built on-top-of listing ( New Value for Vertical) … ..Learning about a movie, includes the location of the movie…. And maybe a restaurant to have dinner before or after?

26. News Goes Local Better and Better Local Newspaper apps from the media companies ..From dedicated branded apps from Local News Companies, … .To New York Times API for mash-ups

28. How to Profit from Location! Syndication

30. Business of Cool Creative Apps Directory’s Advertisers & Local API Developers Original Content $$$ Rev. Share Syndication Creativity User Attraction End-Users Massive Usage Of Products With LBS

31. >20% of local advertiser Budget is website (Truvo Directories) (Mobile and Apps are linked) ADObjects, Inc © all rights reserved

32. Mobile Internet Strategy = Discovery “ leverage mobile” to share your apps SPIN ADObjects, Inc © all rights reserved SPIN Wilco

34. Thank-you [email_address] [email_address]