- Rednano provides location-based mobile services that combine content and context by giving precise information about Singapore, its people and businesses. - It offers three main mobile offerings: Rednano SMS directory service, a free mobile portal with directory, news, maps and traffic, and Rednano LOCATE which allows users to retrieve information about nearby businesses via an integrated directory, maps, traffic, food and promotions offerings. - Rednano LOCATE has seen increased traffic with the launch of its iPhone app, with over 60% of downloads from the iPhone. It is developing apps for additional platforms like Android and iPad.

1. Rednano Mobile
Paul Jansen
CEO, SPH Search Pte Ltd
Presentation at Mobile SQUARED
19 May 2010 1

2. Presence
of citizen
media
Fragmented
audience
Proliferation of Media
People
are on the
move
Billions of web New set of
pages viewed consumer habits
each day & expectations
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3. We combine SPH and non-SPH content to
give you precise information about
Singapore, its people and businesses.
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4. Rednano provides
Content & Context
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5. What other Map What Rednano gives:
Providers give: Related News on “Hot
Routing info from Spots” for accidents
Point A to Point B along this road
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6. What other Directory What Rednano gives:
Providers give: Related News on
Address and Geylang Serai Food
telephone number Poisoning case
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7. Rednano, a subsidiary of the
Singapore Press Holdings
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8. Rednano taps on SPH parent
With more than 1,000 journalists, including correspondents
operating in 20 cities around the world, SPH provides news
and information that covers both domestic and international
markets.
Newspapers & Magazines
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9. Why Content and Context are important
What are users searching for?
When they already know the name of the company:
Find contact info
e.g. address, tel. no, reservation contact details, email, etc.
Find out more about the company
e.g. What it sells, its profile, branches, operating
hours, news, authoritative reviews, public
comments & images of the company, etc.
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10. Why Content and Context are important
What are users searching for?
When they are not sure which company they want
but are clear about the product or service they are
seeking, for instance wine bar or sushi:
Find supplier of a specific product or service.
Find details of reputation, location, price,
quality of hospitality and ratings comparison
before making a decision.
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11. Why Content and Context are important
What are users searching for?
When user has all the details:
Find the most convenient way to get there, traffic info,
parking availability
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12. Mobile: Our 3 main Mobile offerings
Rednano SMS
SMS 33333, a mobile directory service offered by Rednano Mobile gives
information about any shop, restaurant or business listed in
Singapore.
Rednano Mobile Portal
Our FREE WAP service (No data and content charges) offers Directory,
News, Maps and Traffic.
Rednano LOCATE
Rednano LOCATE allows users to retrieve information of businesses or
services in close proximity to their location via five integrated service
offerings – Directory search, Maps, ‘live’ Traffic updates, Makan food
directory and Promotions - using their mobile phones.
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13. Rednano SMS
A mobile directory service that gives
business listings in Singapore.
Company name
Company address
Telephone number CUBA LIBRE PTE LTD
B River Valley Road
Operating hours
Clarke Quay #01-13 S(179021)
Tel: 6338 8982
Sun-Thu: 18:00-02:00
5 searchable keywords
Fri, Sat & PH: 18:00-03:00
CUBA LIBRE 1-FOR-1 house
Priority listings
pour valid till 31 Dec. Hurry!
SMS tag-on on advertiser’s promo
* Users are charged 30¢ for each successful Directory result.
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14. Rednano Mobile Portal
^
FIND
A FREE WAP service that offers
Directory
Directory, News, Maps and Traffic.
http://mobile.rednano.sg
Maps
News
Company name
Company address
Telephone number
Operating hours
Website / WAP site
5 searchable keywords
Priority listings
FREE mobile portal for advertiser
* No data charges. Subscribers of SingTel, M1 and StarHub should access via IDEAS WAP,
MiWorld and StarHUb Gee! GPRS/3G respectively.. 19 May 2010 14

15. Rednano LOCATE
Telco and device-agnostic
Directory Map Traffic Makan Promotions
To download FREE Rednano LOCATE,
SMS ‘locate’ to 33333
* Users are not charged for download and usage. Supports Symbian, Java, Windows Mobile, BlackBerry, iPhone.
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16. Rednano LOCATE
DBS integrated their Xmas listings under Rednano
LOCATE Directory, Map & Promotions
Directory tag-on for DBS Xmas promotions.
DBS Xmas promotions icons on Map.
Promotions featured only DBS Xmas promotion categories and listings.
Mobile portal created FREE for DBS to list their Xmas promotions.
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17. Rednano LOCATE, a telco-agnostic service
The Problem
How to break the stranglehold of telcos over location-
based
advertising and services?
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18. Rednano LOCATE, a telco-agnostic service
The Answer
Build your own location detection capability.
Rednano partners
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19. Rednano LOCATE, a telco-agnostic service
The Answer
1.Hybrid solution
(Cell, Wifi, GPS)
2.Self-learning intelligence
3.Device-agnostic
(Win Mobile, Symbian, J2ME,
iPhone, BlackBerry)
Rednano partners
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20. Milestones
4 international awards
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21. All about data
Case studies
SMS Shortcode 33833 service
Singapore Kindness Movement &
NTU Impresario live voting
Muffin Contest
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22. SMS Shortcode 33833 service
Live SMS voting for Kindness Cheerfest 2009
& NTU Impresario 2010
Configured and customised required SMS codes.
Displayed live SMS vote count in bar charts on webpage.
Profiles collected: Students, Youth, Interested in music.
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23. SMS Shortcode 33833 service
Rednano held a joint SMS contest
with OMY to select the best muffin-
makers in Singapore
Muffin shops were listed in the OMY site and in
the newspaper together with a corresponding
code.
Readers were encouraged to vote for their
favourite by sending the code.
The 4 shops with the most votes won.
Readers were also given prizes for voting.
Profiles collected: Likes muffin, likely to stay in
the East, likes to take part in food contests.
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24. Partnerships
SPH Print + Rednano
Online & Mobile
My Lifestyle My Drive 2010
Singapore Airshow 2010
Fashion Season @ Orchard
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25. My Lifestyle My Drive &
Singapore Airshow 2010
Rednano supported this project by
developing the Online contest microsite
and provided the SMS shortcode and
setup for the mobile campaigns.
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26. Fashion Season @ Orchard is organised by
Singapore Press Holdings and Orchard Road
Business Association.
Rednano supported this project by developing the Online
contest microsite and provided the SMS shortcode and
setup for the 4 mobile campaigns.
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27. All about data: Profiles
Collection:
Name, age, gender, address,
phone model, time of votes,
where he is, is it a repeat
participant, likely to stay in the
East, likes to take part in contests.
Monetisation:
SMS blast, banners, coupons, etc
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28. What’s Next?
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29. All about data
Directory listings
Monetisation:
Rednano will license content
(monthly, yearly and per data
access) to partners or share
revenue with them via mobile
advertising.
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30. Rednano LOCATE traffic
Increased tremendously
with launch of Rednano
LOCATE iPhone App.
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31. Rednano LOCATE traffic
Increased tremendously
with launch of Rednano
Note: >60% of all
LOCATE iPhone App.
downloads are for
the iPhone.
Impact of iPad?
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32. Rednano LOCATE on
Symbian
Java
Windows Mobile
BlackBerry
iPhone
Android and iPad
iPad
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33. Thank you. For enquiries, please contact us
at our customer service hotline 6319 8833,
email enquiry@rednano.sg or visit us at
www.rednano.sg.
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