Phones started out as social devices – we made voice calls. Then we had SMS (text) and then email (think Blackberry). Now we have smart phones, iPhones and Gphones – personal mobile devices and tablets (iPad). What does the present and future hold for “local and social” on Mobile? How does the rise of the tablets, iPhones and Android change the game? We will examine the fast growth of daily deals and the impact of the new breed of local+social applications (think Foursquare, Tellmewhere, etc). What do local businesses need/expect from mobile and what products make sense for directory publishers (both as a publisher and as a marketing services provider).

1. Mobile Gets Localised - Time To
Get Social
2011 EADP Conference
Discover the
MOBILE AND SOCIAL EL DORADO

2. Mobile Gets Social
• Phones always social
• Portable evolution
• Now we can carry the
entire Internet in our
pocket
• App ecosystem
• Social layer plus real-
time updates is a game
changer

3. Convergence of Trends
Social Local
You Are
Here
Mobile
Source: Greg Sterling

4. Mobile Usage is Becoming Smarter
• In Europe, Smartphones now make
up the majority of new mobile devices
• In Dec. 2010, 50.8% new mobile
devices were Smartphones, this is a
YoY increase of 69.7%.
Source: comScore Mobile Advisor, December 2010 EU5

5. Mobile Usage is Becoming More Social
Highest Growth Area in Europe for Mobile Use is Social
75%
100% 80%
% Year on Year - Growth
83% 70%
80% 60%
48%
% Market
43% 50%
60%
40%
40% 30%
22% 18%
20% 14% 20%
1% 10%
0% 0%
SMS Email (work or Social Networking IM
personal)
Dec-10 YoY Growth
Top 3 iTunes Apps - EuroZone
% Reach of all Apps
Rank Title Developer Genre Free / Paid
Downloaders
1 Facebook Facebook Social Networking Free 48.7%
2 Google Earth Google Travel Free 37.1%
3 Skype Skype Software S.a.r.l Social Networking Free 32.4%
Source: comScore Mobile Advisor, December 2010 EU5

6. Why Local Matters More Than Ever
• Scale Matters
• Access
→ We live in an age of
access
→ To be local is to be
accessible
• Death of distance
→ NO
Sources: Diana Mok, Juan-Antonio Carrasco and Barry Wellman; Dr. Bernie Hogan

7. Mobile is Always Local
3 Key dimensions that drive all use cases:
 Place
 Time
 Need
Place Time Need
Live Now Buying
Work Soon Browsing
Life
Visit Future
Event

8. Killer Local+Social+Mobile Apps

9. Evolution of Mobile Apps
Social
Ask Algorithm
Questions
Check-in Real-Time
Shout Updates
Reviews Deals
Ratings
Maps
Find

10. Challenge & Opportunity for Local Business
Mobile Yellow Pages? Vertical Apps?
My Mobile Website? Facebook?
My Own App? Foursquare?

11. Opportunity for Directories
1) Provide SMBs with Best
Practice presence and
engagement across the
Mobile choices
2) Integrate with existing popular
services to boost usage on your own
product offerings

12. In Closing
• Mobile is all about the Internet in your pocket and usage will
continue to grow
• That growth will come through Smartphones and be used for
Social + Local actvities
• There’s a going to be more confusion about what’s right for
Local business
• Directories can help simplify the choices to generate leads
for SMBs and drive revenue for shareholders
Local Social Mobile

13. Thank You
Simon Baptist Dylan Fuller
Head of Social Media & Syndication Founding Partner
European Directories Local Social Summit
s.baptist@europeandirectories.com dylan@localsocialsummit.com
Visit : www.localsocialsummit.com
Our Next Event: November 2011, London