By adopting a new approach to mobile marketing that is focused on capturing user’s intent at a particular moment in time, and by delivering highly relevant content and messages in a non-interruptive, simple and pleasing manner, Xploree has the potential to be a game changer for mobile marketers. Frost & Sullivan believes that Xploree will increase the overall value of mobile marketing by consistently delivering solid results for mobile marketers. As customers demand more from their marketing partners, solutions such as Xploree will be in greater demand. Because of its strong overall performance, KeyPoint is recognized with Frost & Sullivan’s 2015 New Product Innovation Award in Mobile Marketing.

1. 2015
2015 North American Mobile Marketing
New Product Innovation Award

2. BEST PRACTICES RESEARCH
© Frost & Sullivan 2015 2 “We Accelerate Growth”
Contents
Industry Challenges..............................................................................................3
New Product Attributes and Customer Impact..........................................................4
Conclusion...........................................................................................................5
Significance of New Product Innovation.........................................................................6
Understanding New Product Innovation.........................................................................6
Key Benchmarking Criteria ....................................................................................7
Best Practice Award Analysis for KeyPoint Technologies ..................................................7
Decision Support Scorecard ...................................................................................7
New Product Attributes .........................................................................................8
Customer Impact .................................................................................................8
Decision Support Matrix ........................................................................................9
The Intersection between 360-Degree Research and Best Practices Awards.....................10
Research Methodology ........................................................................................10
Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best
Practices .................................................................................................................11
About Frost & Sullivan ..............................................................................................12

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Industry Challenges
There is a clear and present need for hyper-intelligent mobile marketing solutions that can
help deliver the right brand offer to users based on what they want at a particular
moment. Currently, marketing and brand campaigns are constrained by the limitations of
the available marketing platforms in terms of their ability to help reach the right user, at
the right time, with the right type of offers.
Targeting and Monetization in Existing Mobile Marketing
Historically, mobile marketers have targeted content by attributes such as device types,
high-level location (geo-fencing and geo-targeting), content, and application types. In
these scenarios, marketers rely on the established statistical association between device
attributes and the audience types to deliver content. Mobile marketing solution providers
have refined this technique and started to leverage additional attributes to deliver relevant
information. However, despite the advancements in targeting and placement mechanisms
in recent years, there are still several notable market needs that have yet to be
addressed.
Capturing User Intent
The data sets used most often to develop user profiles include demographic information
and consumer attributes such as age, gender, ethnicity, household income, education
levels, marital status, and primary location for residence. All of these attributes are then
used to determine what message could appeal to the user, even though the user may not
be interested in the showcased product or service at that particular moment. Thus, a
‘push-based’ approach to mobile marketing isn’t always the most efficient way to leverage
the mobile channel. A combination of predictive pre-targeting, based on a user’s intent
(determined by analyzing their interactions across different mobile apps, services, and
environments), will be critical for the growth of next-generation mobile marketing.
Technologies that can aggregate and link usage data in a privacy-protected, cross-
platform manner can enhance existing mobile marketing. Ideally, such technologies will
follow users through their journey from app to app, and deliver unique, personalized
experiences based on how they engage with various applications.
Fragmented User Experience Delivered by Marketers on Mobile Applications
In the current mobile marketing environment, brands deliver targeted marketing
messages powered by the data collected from user interactions within specific apps.
Multiplicity of such app-specific marketing channels prevents marketers from generating a
consistent view of user behavior across different mobile apps (and websites). The lack of a
cookie-like framework exacerbates this issue in mobile. Most traditional marketing
campaigns are direct response initiatives, where consumers interact with a marketing
message and are led to a separate landing page or application to retrieve, consume, and
share information about the advertised brand. This is a five to seven-step process, which

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leads to a broken consumer experience. Minimizing the number of steps, or hops, it takes
to retrieve information from within a mobile app is a critical requirement for the mobile
marketing industry.
New Product Attributes and Customer Impact
Criterion 1: Match to Needs
KeyPoint’s Xploree platform is a next-generation mobile marketing solution that addresses
the key challenges associated with the existing mobile marketing mechanisms. It is a
mobile search and discovery platform that offers unified hyper-context and intent
precision on multiple screens, multiple apps, and in multiple languages. As the industry’s
first user-initiated, hyper-contextual platform with language intelligence that conveniently
connects mobile device users with brand messages and services in the exact moment of
need, Xploree delivers improved results when compared to the existing mobile marketing
mechanisms.
Most competitive mobile marketing solutions miss this market reality and are focused on
replicating the online content experience via display and rich media content in mobile.
These solutions are not well suited to effectively target the dynamic ‘mobile moments’
generated by consumers. Xploree, in contrast, provides consumers with a hyper
contextual search and discovery experience, enabling brands to reach consumers at the
right moment of user intent, thus driving content effectiveness. Marketers benefit from
being in close proximity to the users’ intent.
Criterion 2: Product Attributes
Frost & Sullivan’s research indicates that consumers spend more time on mobile apps than
on the mobile Web, and mobile app usage continues to increase dramatically across the
globe. Xploree can help drive app discovery and engagement by presenting users with
relevant, contextual information while engaged in an application session. For example, if a
consumer is conversing on a messaging app and discussing a product relevant to an e-
commerce app provider, the user could be presented with recommendations, leading
either to the provider’s App Store page to download the app or with a deep link to get to
the action in one click. All this can be done without requiring the user to exit the
messaging app that they may be using, which significantly elevates the brand engagement
opportunity (as the user receives the information in the app itself). Therefore, by helping
app developers market their apps to those users who are conversing or searching for
information very specific their app themes, Xploree can help drive app discovery in an
unobtrusive way.
Criterion 3: Customer Impact
For a typical mobile customer, the device keyboard is the centerpiece of all mobile
services and, hence, their most used mobile application. The keyboard also occupies a

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third of the screen real estate. Due to these characteristics (high engagement rates and
high screen real estate), Frost & Sullivan believes that the keyboard is an effective
platform to build innovative consumer experiences. Industry participants that can leverage
this lethal combination of user base, engagement rates, and cross-app data sets related to
consumer interaction with various apps will be uniquely positioned in the global search
and discovery space.
By using the keyboard as a platform to process relevant information about consumers’
interaction across different apps, Xploree delivers a compelling marketing experience for
users based on how they engage with different apps. By analyzing users’ interactions with
their mobile keyboards in real time, and by combining that with its proprietary technology,
Xploree can achieve ‘intent-based’ targeting. Importantly, Xploree can do this across
multiple types of application environments, including mobile search, mobile instant
messaging, mobile email, mobile commerce, and mobile app stores. Xploree is a win-win
for ecosystem participants, including brands, device OEMs, mobile operators, and
ultimately, consumers.
Conclusion
By adopting a new approach to mobile marketing that is focused on capturing user’s intent
at a particular moment in time, and by delivering highly relevant content and messages in
a non-interruptive, simple and pleasing manner, Xploree has the potential to be a game
changer for mobile marketers. Frost & Sullivan believes that Xploree will increase the
overall value of mobile marketing by consistently delivering solid results for mobile
marketers. As customers demand more from their marketing partners, solutions such as
Xploree will be in greater demand. Because of its strong overall performance, KeyPoint is
recognized with Frost & Sullivan’s 2015 New Product Innovation Award in Mobile
Marketing.

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Significance of New Product Innovation
Ultimately, growth in any organization depends upon continually introducing new products
to the market, and successfully commercializing those products. For these dual goals to
occur, a company must be best-in-class in three key areas: understanding demand,
nurturing the brand, and differentiating from the competition.
Understanding New Product Innovation
Innovation is about finding a productive outlet for creativity—for consistently translating
ideas into high quality products that have a profound impact on the customer.

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Key Benchmarking Criteria
For the New Product Innovation Award, Frost & Sullivan analysts independently evaluated
two key factors—New Product Attributes and Customer Impact—according to the criteria
identified below.
New Product Attributes
Criterion 1: Match to Needs
Criterion 2: Reliability
Criterion 3: Quality
Criterion 4: Positioning
Criterion 5: Design
Customer Impact
Criterion 1: Price/Performance Value
Criterion 2: Customer Purchase Experience
Criterion 3: Customer Ownership Experience
Criterion 4: Customer Service Experience
Criterion 5: Brand Equity
Best Practice Award Analysis for KeyPoint Technologies
Decision Support Scorecard
To support its evaluation of best practices across multiple business performance
categories, Frost & Sullivan employs a customized Decision Support Scorecard. This tool
allows our research and consulting teams to objectively analyze performance, according
tithe key benchmarking criteria listed in the previous section, and to assign ratings on that
basis. The tool follows a 10-point scale that allows for nuances in performance evaluation;
ratings guidelines are illustrated below.
RATINGS GUIDELINES
The Decision Support Scorecard is organized by New Product Attributes and Customer
Impact (i.e., the overarching categories for all 10 benchmarking criteria; the definitions
for each criteria are provided beneath the scorecard). The research team confirms the
veracity of this weighted scorecard through sensitivity analysis, which confirms that small
changes to the ratings for a specific criterion do not lead to a significant change in the
overall relative rankings of the companies.

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The results of this analysis are shown below. To remain unbiased and to protect the
interests of all organizations reviewed, we have chosen to refer to the other key players
as Competitor 2 and Competitor 3.
Measurement of 1–10 (1 = poor; 10 = excellent)
New Product Innovation
New Product
Attributes
Customer
Impact
Average
Rating
KeyPoint Technologies 10.0 8.0 9.0
Competitor2 8.0 9.0 8.5
Competitor3 7.0 8.0 7.5
New Product Attributes
Criterion 1: Match to Needs
Requirement: Customer needs directly influence and inspire the product’s design and
positioning
Criterion 2: Reliability
Requirement: The product consistently meets or exceeds customer expectations for
consistent performance during its entire life cycle
Criterion 3: Quality
Requirement: Product offers best-in-class quality, with a full complement of features and
functionality
Criterion 4: Positioning
Requirement: The product serves a unique, unmet need that competitors cannot easily
replicate
Criterion 5: Design
Requirement: The product features an innovative design, enhancing both visual appeal
and ease of use
Customer Impact
Criterion 1: Price/Performance Value
Requirement: Products or services offer the best value for the price, compared to similar
offerings in the market
Criterion 2: Customer Purchase Experience
Requirement: Customers feel like they are buying the most optimal solution that
addresses both their unique needs and their unique constraints
Criterion 3: Customer Ownership Experience
Requirement: Customers are proud to own the company’s product or service, and have a
positive experience throughout the life of the product or service

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Criterion 4: Customer Service Experience
Requirement: Customer service is accessible, fast, stress-free, and of high quality
Criterion 5: Brand Equity
Requirement: Customers have a positive view of the brand and exhibit high brand loyalty
Decision Support Matrix
Once all companies have been evaluated according to the Decision Support Scorecard,
analysts can then position the candidates on the matrix shown below, enabling them to
visualize which companies are truly breakthrough and which ones are not yet operating at
best-in-class levels.
High
Low
Low High
CustomerImpact
New Product Attributes
KeyPoint
Technologies
Competitor 2
Competitor 3

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The Intersection between 360-Degree Research and Best
Practices Awards
Research Methodology
Frost & Sullivan’s 360-degree research
methodology represents the analytical
rigor of our research process. It offers a
360-degree-view of industry challenges,
trends, and issues by integrating all 7 of
Frost & Sullivan's research methodologies.
Too often, companies make important
growth decisions based on a narrow
understanding of their environment,
leading to errors of both omission and
commission. Successful growth strategies
are founded on a thorough understanding
of market, technical, economic, financial,
customer, best practices, and demographic
analyses. The integration of these research
disciplines into the 360-degree research
methodology provides an evaluation
platform for benchmarking industry players and for identifying those performing at best-
in-class levels.
360-DEGREE RESEARCH: SEEING ORDER IN
THE CHAOS
Technology
Obsolescence
Disruptive
Technologies
New
Applications
CEO
Demographics
Needs
and
Perceptions
Segmentation
Buying
Behavior
Branding
and
Positioning
Competitive
Benchmarking
Emerging
Competition
Competitive
Strategy
Capital
Investments
Availability
of
Capital
Country
Risk
Economic
Trends
Crowd
Sourcing
Growth
Strategies
Career
Development
Growth
Implementation
Industry
Evolution
New Vertical
Markets
Industry
Expansion
Industry
Convergence
Emerging
Technologies
Smart Cities
Sustainability
New Business
Cultures
GeoPolitical
Stability

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Best Practices Recognition: 10 Steps to Researching,
Identifying, and Recognizing Best Practices
Frost & Sullivan Awards follow a 10-step process to evaluate award candidates and assess
their fit with select best practice criteria. The reputation and integrity of the Awards are
based on close adherence to this process.
STEP OBJECTIVE KEY ACTIVITIES OUTPUT
1
Monitor,
target, and
screen
Identify award recipient
candidates from around the
globe
• Conduct in-depth industry
research
• Identify emerging sectors
• Scan multiple geographies
Pipeline of candidates who
potentially meet all best-
practice criteria
2
Perform
360-degree
research
Perform comprehensive,
360-degree research on all
candidates in the pipeline
• Interview thought leaders
and industry practitioners
• Assess candidates’ fit with
best-practice criteria
• Rank all candidates
Matrix positioning all
candidates’ performance
relative to one another
3
Invite
thought
leadership in
best
practices
Perform in-depth
examination of all candidates
• Confirm best-practice criteria
• Examine eligibility of all
candidates
• Identify any information gaps
Detailed profiles of all
ranked candidates
4
Initiate
research
director
review
Conduct an unbiased
evaluation of all candidate
profiles
• Brainstorm ranking options
• Invite multiple perspectives
on candidates’ performance
• Update candidate profiles
Final prioritization of all
eligible candidates and
companion best-practice
positioning paper
5
Assemble
panel of
industry
experts
Present findings to an expert
panel of industry thought
leaders
• Share findings
• Strengthen cases for
candidate eligibility
• Prioritize candidates
Refined list of prioritized
award candidates
6
Conduct
global
industry
review
Build consensus on award
candidates’ eligibility
• Hold global team meeting to
review all candidates
• Pressure-test fit with criteria
• Confirm inclusion of all
eligible candidates
Final list of eligible award
candidates, representing
success stories worldwide
7
Perform
quality check
Develop official award
consideration materials
• Perform final performance
benchmarking activities
• Write nominations
• Perform quality review
High-quality, accurate, and
creative presentation of
nominees’ successes
8
Reconnect
with panel of
industry
experts
Finalize the selection of the
best-practice award recipient
• Review analysis with panel
• Build consensus
• Select winner
Decision on which company
performs best against all
best-practice criteria
9
Communicate
recognition
Inform award recipient of
award recognition
• Present award to the CEO
• Inspire the organization for
continued success
• Celebrate the recipient’s
performance
Announcement of award
and plan for how recipient
can use the award to
enhance the brand
10
Take
strategic
action
Upon licensing, company
may share award news with
stakeholders and customers
• Coordinate media outreach
• Design a marketing plan
• Assess award’s role in future
strategic planning
Widespread awareness of
recipient’s award status
among investors, media
personnel, and employees

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About Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth
and achieve best in class positions in growth, innovation and leadership. The company's
Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined
research and best practice models to drive the generation, evaluation and implementation
of powerful growth strategies. Frost & Sullivan leverages almost 50 years of experience in
partnering with Global 1000 companies, emerging businesses and the investment
community from 31 offices on six continents. To join our Growth Partnership, please visit
http://www.frost.com.