1. Mobile trends Jeremy Wright, Global Director, Mobile Brand Strategy, Nokia Interactive

4. PC internet also growing … Source: AMD, Internet World Stats, EMC, Nokia 1995 2000 2005 2010 1 2 3 4 5 6 7 Billion but not homogeneously Source: ITU, Internet World Stats Mobile has different role to play in emerging markets World population Internet users Mobile subscriptions Internet penetration Mobile users

5. Attitudes to advertising vary Cynical Cynical Cynical consumers saturated by advertising and cynical in attitude Optimistic Optimistic Optimistic Optimistic consumers view advertising positively as useful source of info & entertainment Rational Rational Rational consumers open- minded about ads, but demand clear benefit

7. Smartphones rising

8. Source: Economist

9. The converged device Always with me

10. Smartphones multiple usage Voice 12 % Time per application Source: Smartphone 360 study 2007 Messaging 37 % Multimedia 16 % Personal Information Management 14 % Productivity 1 % Utility 4 % Games 4 % Browsing 8 %

12. “ The value of an app is directly proportional to the number of people who access and download it” © 2008 Nokia

13. Smartphone = 40% of users on Nokia Media Network © 2008 Nokia

16. Death of patience LouisCK.flv

19. Contactless payment Mobile wallet Couponing

20. Rewarding engagement

22. Appeal of mobile incentives © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Source: Harris Interactive, 2008

25. Coupons and tickets Big potential, especially in a recession-hit world “ Frugal cybermoms are nations new sweethearts”

26. Personal expression

28. Missing you…

30. © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials

31. Seda: Brazil Talked about in 100+ internet communities First tech attribute scores 5% average CTR 360k mobile site visits (2x web) in 2 months MMA award

32. New learning economy

34. Nokia Sports tracker GPS-based activity tracker Monitors route, distance, speed, altitude, heart rate, pictures on route Community functions MWC 2009 award

35. Knorr recipes: bookmark by handset & market Knorr Mobile Cookbook

36. Next billion digital consumers Mid Low High Rural Suburban / low tier cities Urban Population spread Population by income class No Mobile access No Internet access Mobile penetration Fixed line internet

37. Nokia Life Tools Sponsorship opportunities Agriculture

38. Sponsorship opportunities

39. Education

40. Sponsorship opportunities

41. Clickable world

43. © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials SMS MMS

44. INSTORE ONLINE OFFLINE INSTORE

45. © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials

46. Point & find

47. Personal relevance

50. Source: eMarketer, September 2008. Mobile-phone LBS only; excludes personal navigation devices and telematics applications. LBS extends from locations to businesses, other points of interest and friends 2012: 500 million users worldwide

51. Exchange of personal information for more relevant services Relevance profiling gathers sophistication Likes brands

52. More than mobile advertising © 2008 Nokia Branded content distribution On device marketing Carrier data Behaviour and location targeting Consumer Context In app media Bookmarks Premier publishers Handset knowledge Display advertising Nokia mobile internet services Carriers

53. How will mobile’s unrivalled impact grow? Over 3 times more powerful than online (Dynamic Logic) Mobile banner ad brand recall as high as 30 sec TV spot (Nielsen 2008) © 2008 Nokia Source: Dynamic Logic AdIndex July 08 2.6 5.6 23.9 3.0 12.2 1.7 5.4 1.5 4.7 6.9 Aided Brand Awareness Ad Awareness Message Association Brand Favorability Purchase intent Mobile Online

54. Thank you [email_address] Global Director, Mobile Brand Strategy, Nokia Interactive