Presentation by Indigo 102 on how to approach mobile service development and commercialisation.

1. INTRODUCTION Mobile the opportunity Indigo102© 2009

2. WHAT WE DO The business is based on supporting leading digital agencies, directory publishers, media owners and online service providers, helping them take brands mobile. We specialise in: Business and commercial strategy Proposition development Marketing and communications strategy Go-to-market planning and execution Business development and partnership strategy Indigo102© 2009

3. MOBILE is already a reality that is growing by the day

4. MOBILE ENVIRONMENT Indigo102© 2009 Active mobile Internet users Demonstrates a high % of mobile Internet activity is being generated from relatively new device purchasers. Source: M:Metrics April 2009

5. MOBILE ENVIRONMENT Indigo102© 2009 Device type (Active mobile Internet usage) Demonstrates a very high % of mobile Internet activity is being generated from mid tier devices. Source: M:Metrics April 2009

6. UK MOBILE AD ENVIRONMENT UK mobile ad revenues almost £30m (£28.6m*) 49.8% display based (Banners, text links etc.) 50.2% search based Represents a 99.2% year on year growth Most Interactive media platform, delivering results Average click-rates 0.7% on branding campaigns Average click-rates on 1.2% competition campaigns Indigo102© 2009 *Souce: IAB 2009

7. MOBILE is another channel but it has very different characteristics to fixed online

9. communication medium

10. lifestyle orientated

11. user is paying (or perceives to be)

12. no-one ever reads a manual

14. immediacy is often critical

15. patience and tolerance is far less

16. relevance is key

17. pulling information is not an issue

19. Read

20. BROWSE BOOKMARK.

21. Read SHARE.

22. MOBILE =COMMUNICATION & SOCIAL Both natural parts of our life

23. APPLICATION ECOLOGY Indigo102© 2009 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)

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

25. 24hr SNAP SHOT Indigo102© 2009

26. SERVICE ECOLOGY Indigo102© 2009

27. THE APPROACH

28. PRESENCE = LOGICAL, RELEVANT & TRUSTABLEThe ’how’, ’why’ and ’what’ is so important

29. SOLUTIONS Focus: Consumer engagement (niche or mass market) user centric multi-platform solid technology high volume capable infrastructure commercially optimised

30. ENGAGEMENT = ATTRACTIVE, FUNCTIONAL & EASY TO USEServices have to offer utility and deliver results

31. FEATURES Speed and ease of use auto-suggestion auto-location search integration Utility content integration multi-media personalisation Device or service specific iPhone (shake and swipe, look-up) feed management action and share (viral)

32. DISCOVERY = ACCESSIBLE, COMPATIBLE & PERFORMANTSteps simply represent barriers

35. COMMERCIALISATION Indigo102© 2009 Focus: Delivering valuable inventory (attribute driven) inventory development and management campaign integration campaign development

36. REPORTING = KNOWLEDGE, COMPARISON & EVOLUTIONEverything in mobile is potentially measureable

37. MEASUREMENT Indigo102© 2009 DISCOVERY ENGAGEMENT ReveNUE distribution channel in-service activity campaign tracking

38. CORE PARTNERS

39. ABOUT MOBILEPEOPLE Established 2002 Headquarters in Copenhagen (DK) Branch offices in Denver (US) and London (UK) 50+ employees Backed by Nordic VC (Via Venture) Indigo102© 2009

40. WHAT THEY DO Develop mobile applications for leading directory publishers, media owners and brands Pan European, North America, Australasia and South Africa Advertising Network and Sales operation in Nordics Manage 95% of media owner’s banner inventory in home market Indigo102© 2009

41. CREDIBILITY= PROVEN TRACK RECORDDeveloping and operating services since 2002

43. Platforms: SMS, xHTML, Safari, iPhone SDK, BlackBerry, JAVA ME, (Android)

44. Launched Mobile Local Media services in 13 marketsIndigo102© 2009 33

45. CUSTOMERS Indigo102© 2009 FOCUS ACROSS THE LOCAL SEARCH AND MEDIA ENVIRONMENTS In the UK their customers include Yell Group and Trader Media Group.

46. MEDIA Indigo102© 2009

47. LOCAL SEARCH Indigo102© 2009 Developed services include client and browse applications.

48. Indigo102© 2009 iPhone Developed services include client, browse and hybrid applications.

49. Indigo102© 2009 Martin Wilson e: martin@indigo102.com