1. TV Companion Experiences: An Overview

2. Hello There!
Who am I & Why am I here?
• CEO, L4 Mobile - A Leader in
Interactive Mobile Applications
• We’ve done some cool work for
some very cool customers
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3. Today we are talking about
The Mobile
Phone

4. Mobile Phones are Everywhere
• 81% keep it on at all times
• 80% use it while watching TV
• 44% sleep with it within
arm’s reach
• 37% admit to being “highly
addicted”
• 23% use it during meals
• 22% use it in bathroom
Source: http://gigaom.com/broadband/smartphones-the-cigarrettes-of-the-
next-century/
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5. Smartphones are now prevalent
50% of U.S. adults now own a smartphone
• Android devices are
used by 20% of cell
owners
• iPhones are used by
19% of cell owners
• Blackberries are used
by 6% of cell owners
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6. Half of cell phone owners use apps
And they are using
them a lot…even
more than the web
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7. Appmazing
25 BILLION+ applications have been downloaded
from the Apple app store alone
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8. Your Competition Is TIME
You’re Competing for Mindshare
“Our biggest competition is TIME.
We want to know how people are spending their time
and how we can get more of it? That is what we are fighting for.”
– Beth Comstock, CMO, General Electric
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9. Content On-Demand: Anytime, Anywhere
• People Record Shows, Rather Than Run Home to
Watch Them
• They Retreat to Personal Laptops and Phones
for Television Content
• They Chat About
Shows Through Social
Networks, Text, or
Instant Messaging
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10. Mobile Companion Apps Drive Ratings
Directly proportional - As your social
chatter increases, your ratings increase
14% increase in social TV chatter => 1%
ratings increase
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11. Let’s Build One!
11 Not so fast…

12. What are today’s top apps doing to
engage consumers?
Key Tips to Maximizing App Usage

13. Tip #1: Present fresh content
Mobile App User Survey
• 55% rank “having fresh
content” as very
important in making an
app among a user’s
favorites
– Source: MTV OMMA
presentation 2011
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14. Case study: Medpage Today
• Devices: iPhone & iPad
• Key Features
o Original Concept
o Drug Database for on-
the fly information
o Continuing Education
Classes built into
application
o Customized News Feed
for Medical
Professionals to access
latest articles/info
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15. Tip #2: Integrate social media
Social Media is a must have feature
• Community counts –
Brands who have Facebook
pages increased:
– Store visits by 36%
– Amount spent by 45%
– Loyalty by 41%

16. Case study: Daily Show
• Prominent one click integration
with Twitter
• Created a “Twitter central” for
all Daily Show related tweets
• See who’s talking about key
trending topics related to the
show
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17. Case study: Futurama
• Application: Futurama
Head-in-a-Jar
• Devices: iPhone
• Key Features
o Integration with Facebook
and phone contacts
o Original Concept
o In App-purchase of videos
o Live TV schedule and
push
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18. Tip #3: Engage across screens
Mobile presents new opportunities to connect with TV
viewers and form a community around your brand

19. Tip #4: Give Consumers a Complementary
Experience
Race to offer companion apps to TV experiences
Example: Virtual viewing parties
Offer complementary services that enhance
TV viewing experience
Turn passive viewers into active participants
Build community around brand

20. Tip #3: Engage across screens

21. Tip #4: Build loyalty with sweepstakes/rewards
Sweepstakes Deliver Results
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22. Keep ‘em coming back for more
• Achievements are a great way for
brands to engage with customers on a
mobile device
• Make the experience add value and
provide an incentive for
interacting/visiting brand applications
• Offer contests, sweepstakes and
loyalty points programs to drive
repeat usage
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23. Offer a call to action
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24. Case Study: The Club Shopping Mall Guide
• Devices: iPhone, Android
• Key Features
o Get exclusive promotions, the best
discounts, mall event information
and much more at over 150 GGP
malls
o Enter for the chance to win instant
prizes such as mall gift cards and
sweepstakes entries
• One app, multiple sweepstakes,
interactive “game-like” experience:
scratch tickets, shake to win, etc.
• Build app “stickiness”, consumers
return to play on a daily basis
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25. Play-a-Day Drives Incredible Repeat Usage
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26. Tip #5: Offer Bonus Content
• Reward
your
customers
by giving
them
“special”
content in
apps they
can’t get
anywhere
else
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27. Case study: MTV News
• Devices: iPhone
• Key Features
o Exclusive Videos, updated
throughout the day from
everywhere MTV News has access
o Articles by categories. Customize
with My News to get just the stories
on the celebs you care about.
o MTV News, Shows, Music, Movies,
and Gaming Blogs
o Exclusive celeb Photos from MTV
events and beyond.
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28. How can I make $ from my app?
• Multiple options: Download fees, Subscriptions, In-
app purchases, Mobile advertising
• In-app
purchasing is
the growing
trend

29. Case study: In-app Purchases
• Application: Hahn Family Wines
• Devices: iPhone, Android
• Key Features
o Ability to Buy wine inside the app
and have it shipped customers home
o Learn about the Hahn Family wines,
reviews, awards, tasting notes
o Find where to buy specific labels and
varietals
o Join and manage wine club
membership, including exclusive
offers.
o Wine Events & Tastings complete
with RSVP and map to location
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30. Case study: Subscription App
• Application: Jillian Michaels
• People will pay for regularly updated
content that matters to them
• Key Features
o 1st non-magazine subscription
application in App Store
o Tips and guidance on maximizing your
workouts from Jillian Michaels
o Personal Meal planner to make sure
users obtain results
o Easy-to-use tools to track calories
burned
o Videos of Jillian demonstrating all of her
favorite moves that you can use to build
your own customized circuits
o Forums where users can share results
and encourage each other
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31. A lot of decisions need to be made

32. We are here to help
• L4 Mobile can help our customers and partners deliver the
best mobile applications in the market.
• Contact:
Keith O’Neill
Phone: +1 (425) 605-7030
Email: keith@l4mobile.com
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