2011 M&A Trends in the Mobile Industry

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The mobile ecosystem is changing rapidly and will affect all enterprises. Most early M&A deals have been in advertising, marketing and metrics, plus some content. Key mobile drivers include rapidly increasing smartphone adoption…dropping pricepoints … and increasing network speeds and ubiquitous connectivity.

Business Technologie

May 19, 2011
Tribeca Grand Hotel, New York City

© 2011 Gridley & Company LLC
© 2011 Gridley & Company LLC

Newspapers,
Magazines,
Watch Books

Camera
Computer
Telephone

GPS, Snail
Maps, Mail
SMS Compass

Ring Tones Video
Music Camera

PDA

Range
Finder
Telephone

Game
Credit Cards, Console
Identity Alarm
Music Clock
Player

© 2011 Gridley & Company LLC

1990s 2008 Today

Voice

SMS

Email

Apps

Apps

?

© 2011 Gridley & Company LLC

Marketing/
Commerce / Content
Advertising/ Social
Payments
Personal

Analytics
Local

Hardware

Network

© 2011 Gridley & Company LLC

Marketing/ Commerce /
Content Social
Advertising/Analytics Payments

© 2011 Gridley & Company LLC

Marketing/ Commerce /
Content Social
Advertising/Analytics Payments

Note: in $ millions

© 2011 Gridley & Company LLC

2005 – 2006

• Wireless infrastructure driven
• One off application acquisitions
2007– 2008

• M&A at some scale
• Early marketing related
transactions
2009– TODAY

• Beginning to expand beyond
marketing oriented services

© 2011 Gridley & Company LLC

Marketing/
Advertising
Analytics

Commerce/
Payments

Content

Social

© 2011 Gridley & Company LLC

2011

~ $8bn
Comments:
• 35% smartphone
penetration
~ $4bn
• Price points will
continue to drop

~ $1bn • Innovation
Sub • What is a mobile
$500mm device?

Payments Marketing Content Commerce
Source: Morgan Stanley Research, Mobile Internet Report, December 2009
iSuppli, May 2011
Aite Group, November 2010

© 2011 Gridley & Company LLC

On Deck
In-store Payments

Commerce
Photo
Display
Food
In app Mkt / Adv Events
/Analytics Social
Measurement
Cities

Local Payments

Shop

Content
Books

Video Music
Games News
Events

© 2011 Gridley & Company LLC

Mkt / Adv
/Analytics
Social

Social
Games

Mkt / Adv
Aggregator /Analytics
Music

News Feeds
Content Social

Destinations

Local
Video

Books/Maz
Social
Commerce

Mkt / Adv
/Analytics

© 2011 Gridley & Company LLC

Coupons Social

New
Products
In-store Mkt / Adv
/Analytics
Loyalty

Closed Loop
Mkt / Adv
Commerce /Analytics
Payments

Time Mkt / Adv
On deck /Analytics
Sensitive

© 2011 Gridley & Company LLC

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Gridley’s Guide to Digital New York is a unique and comprehensive report for investors, buyers and entrepreneurs looking for one place to quickly get up to speed on New York’s exciting, explosive digital ecosystem. In addition to this report, we have designed an “easy to use” website that lays out the information in this report (and more) in a fun, creative way. You can access this website from our firm’s home page, www.gridleyco.com, or at www.gridleydigitalny.com. We decided to put together this report when we were out visiting companies and investors in May/June of 2011 and people starting asking us about all of the “digital momentum” in NY. There was a feeling that lots was going on, but people didn’t really understand just what “it” was and how extensive “it” was. Well, now we can tell you a few things about “it”: Since 2006, • There has been $8.4 billion of capital invested in Digital NY companies. • While the total number of Digital NY private companies probably is well over 600, we have identified 374 to be included in this report. Companies in our report either have raised at least $5 million of outside capital or are prominent enough in the Digital NY scene to merit inclusion. The digital sectors we focused on are: Content, eCommerce, Marketing, Mobile, and Social. • There are approximately 212 investors with a focused interest in Digital NY. This includes all stages – Seed, Early Stage, Growth, and Buyout – and includes local firms as well as firms with little or no physical presence in NY. • There have been fifteen private companies that have raised over $100MM of capital (Fab.com, Fotolia, ZocDoc, Gilt Groupe, MongoDB, Appnexus, GrubHub Seamless, Foursquare, OnDeck Capital, Everyday Health, ideeli, Thing Daemon, Warby Parker, 1stdibs, Quirky) and 24 that have raised between $50MM and $100MM. • There have been seventeen $100MM+ sale transactions of private Digital NY companies since January 2008 (Tumblr, Buddy Media, Mediamind, iCrossing, Admeld, Huffington Post, Webloyalty, About.com, Interclick, Hotjobs, Innovation Interactive, OMGPOP, Ziff Davis Media, Zagat, Behance Network, Register.com, and Answers.com).

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The number of smartphone users in the U.S. is consistently growing and the connected user is turning to mobile more and more frequently for everyday consumption. Global mobile data traffic is predicted to increase 26-fold between 2010 and 2015. Smartphone and tablet revenues overtook traditional desktop and laptop revenues in 2013. At the same time, the amount of time users are spending on mobile daily is increasing. Mobile commerce sales are reaching all-time highs, and now represent 12% of total digital commerce, while mobile traffic represent about 40% for major eCommerce retailers such as Amazon, eBay, Apple, and Walmart. The mobile industry was unquestionably the most important growth channel across digital media. Some of the most important trends we’ve seen in the sector include: Average mobile (plus tablet) time spend now equal to desktop Mobile is no longer just for gaming. Growing number of use cases and apps hitting mass adoption— utilities, productivity,shopping, media & entertainment Total mobile ad revenue grew twofold in 2013, and still only represents 2% of total ad spend but 12% of total media time spend Strong M&A and funding environment – First $1bn M&A deal in mobile. Q3’13 was record quarter for mobile Digital media leaders such as Facebook and Twitter realigned their organizations to mobile over the past two years and now see 40% plus of their revenue from the mobile channel The evolution of mobile as the next computing platform is just beginning to take shape, bringing new billion market opportunities to the digital media ecosystem. We believe it is still early in this evolution and expect to see new technologies and innovative applications to fuel continued growth over the next five years.

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2011 M&A Trends in the Mobile Industry

2. Newspapers, Magazines, Watch Books Camera Computer Telephone GPS, Snail Maps, Mail SMS Compass Ring Tones Video Music Camera PDA Range Finder Telephone Game Credit Cards, Console Identity Alarm Music Clock Player © 2011 Gridley & Company LLC

8. 2005 – 2006 • Wireless infrastructure driven • One off application acquisitions 2007– 2008 • M&A at some scale • Early marketing related transactions 2009– TODAY • Beginning to expand beyond marketing oriented services © 2011 Gridley & Company LLC

10. 2011 ~ $8bn Comments: • 35% smartphone penetration ~ $4bn • Price points will continue to drop ~ $1bn • Innovation Sub • What is a mobile $500mm device? Payments Marketing Content Commerce Source: Morgan Stanley Research, Mobile Internet Report, December 2009 iSuppli, May 2011 Aite Group, November 2010 © 2011 Gridley & Company LLC

11. On Deck In-store Payments Commerce Photo Display Food In app Mkt / Adv Events /Analytics Social Measurement Cities Local Payments Shop Content Books Video Music Games News Events © 2011 Gridley & Company LLC

13. Mkt / Adv /Analytics Social Social Games Mkt / Adv Aggregator /Analytics Music News Feeds Content Social Destinations Local Video Books/Maz Social Commerce Mkt / Adv /Analytics © 2011 Gridley & Company LLC

2011 M&A Trends in the Mobile Industry

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