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Kilrush Launch August 2010
Agenda Introducing Mobile Embrace  The Mobile Landscape Mobile Publishing Kilrush Roadmap Q & A
B2B D2C Production RingRing Studios In house mobile content production and global licensing and distribution Mobile Embrace Business to business services leveraging MobileActive’s core infrastructure MER (Mobile Entertainment Retail) Direct to consumer sales, marketing and distribution
The Team Chris Thorpe – CEO - 15 years experience founding and managing some of Australia’s largest Premium Rate businesses, consistently innovating at the leading edge of technology whilst leveraging an extensive local and International network Neil Wiles – MD - 2008 ADMA Mobile Marketer of the year, listed by B&T Digital as one of the 40 Biggest Players of Australia's Digital Age. He sits on the Mobile Premium Services Industry review committee and is one of four members that constituted the MPS working group responsible for the development of the Mobile Premium Services Code. Allan Robertson – COO - 15 years at Australia's leading telecommunications companies Optus (12yrs) and Telstra (3yrs). Involved in bringing to market Australia’s most successful and first true MVNO, Virgin Mobile. He also developed the commercial and technical infrastructure that underpinned the launch of Optus' mobile content portal, Optus Zoo. 
The Team Venessa Hunt – BDM - Working with Australia’s largest brands over the last 5 years in public relations, advertising and promotions. Well known in social media and new media circles.  David Hayes – BDM - 20+ years in Telecommunications, Founder of IDS, Winner of various MMA Awards, Finalist 2008 ADMA Mobile Marketer of the Year Peter Birch - 15 years working for ITV in the UK as Head of Interactive. Launched ITV’s cross platform interactive TV and enhanced TV services. Last 4 years in Australia spent at MCN heading integration for mobile and online into the broadcast sales teams and Head of Digital at Network Ten.
Fastest Changing Environment
Who is MIG? ,[object Object]
  160 employees based in London and Cape Town
  Award winning technology platforms
Named as the fastest growing privately owned 	technology company in the UK Sept 2008 ,[object Object]
Best in class applications for mobile web and application publishing, Mobile ad serving and Mobile messaging and promotions,[object Object]
The Mobile Landscape
Mobile Web Trends  Today there is an average of  6.5 times the mobile web usage, globally, compared to 2 years ago  * AdMob May 2010 Mobile Metrics Report
Mobile Web Trends By 2013, mobile phones will overtake PCs as the most common Web access device worldwide ~ Gartner 2010
Web Usage by Handset 65% of mobile traffic to your site may not be on an iPhone….  Are you neglecting your audience? * AdMob May 2010 Mobile Metrics Report
Mobile Facts Mobile Commerce  to grow to $119b by 2015*ABI Research The next generation will be using their phones to shop 51% of consumers used their mobile phones for in-store activities Mobile search optismises for mobile sites and apps . If you don’t have a mobile site,  you may not come up in search eBay iPhone app has had phenomenal success generating  $400m in sales last year. Including a $350,000 Lamborghini *Motorola By 2014 mobile couponswill be worth $6billion in redemption value *Juniper Social Networks  are mobile! In the UK 47% of all mobile web traffic is Facebook 21% of Australians visit websites on their mobile phone at least once a day *Australian Mobile Phone Lifestyle Index
o It seems complicated
Summary of Landscape Mobile web is exploding Device capabilities drive usage Every business wants an app Every business knows they need to be in mobile but many feel mobile is complicated and too hard So how do businesses engage ALLtheir audience and not just a few?
What's the answer?  Simplify Mobile! ONE MOBILE STRATEGY,  ONE SOLUTION
What is               ? The Next Generation in Mobile Publishing….
Kilrush Mobile Web 	Mobile internet publishing platform allows you to design, build and manage 	services specifically for mobile handsets. Rendering mobile sites to over 	8,000 handsets for the best possible customer experience. Kilrush Application Studio 	Designed to be efficient and easy to use, by non-technical designers as well as 	developers, the Application Studio allows you to build iPhone, Android and 	Blackberry applications all from one interface.
Features Drag and drop interface Secure web hosting environment Integrated ad-serving Mcommerce solutions Flexible form design and data capture Simple feed integration – RSS and XML Rendering to 8,000 handsets Social media integration QR codes and push SMS integration
Benefits Save multiple content handling   Save time and Save money A customised experience for your audience Don’t let your customers go to a competitor!
Who is using it?
Who is using it? Bauer Media Objective Efficient publishing to mobile Keep updated and relevant Enhance user experience Solution FHM, Empire and Heat properties Integration of Kilrush with Bauer web CMS and content broker system Result Industry leading solution Content updated in-sync with websites
Who is using it? Vodafone My Page Objective  Vodafone wanted to offer its customer a more personalised mobile web experience.  Solution My Page enables users to choose who they get their content from i.e. News from BBC or sports results from Sky Sports.  MIG deployed the Kilrush platform into Vodafone to run this service and in background uses personalisation techniques to track user behavior. Result Vodafone can promote content and services that are relevant to the user.
Who is using it? ITV Objective ITV’s brief was to rationalise its mobile team into one digital team and manage the mobile services from within the ITV.com business unit, hence needing a more efficient way to publish content.  Solution  The Kilrush platform has been deployed into ITV to host all of the broadcasters mobile services supporting its key shows from Britain’s Got Talent to the FA Cup.  Result  The Kilrush team achieved an entire swap out of existing ITV mobile services including new site design and build in 60 days. It is launching new services with ITV in a regular basis.
4 Golden Rules? Forget the tech – focus on what your audience wants One mobile strategy – to be part of your overall strategy Market your product – pointless if no-one knows about it Commercialise your properties – why not?
Marketing and Commercialisation MARKETING YOUR SITE Push SMS – make your other media accountable QR Codes – add to other mediums to give measurement Search Advertising Mobile Advertising  COMMERCIALISATION  USING KILRUSH Lead Generation - Click to Call/SMS M-commerce – Credit Card, PayPal, PSMS Ad-serving – Integrate Rich Media
Ad serving Offer rich media formats Integrate advertising with ad serving platform, Mpression Targeting, optimization, performance and engagement End to end mobile advertising solutions Overlay Expandable Augmented Reality & Location Based Video
The Roadmap NOW Mobile Web – Optimising to 8,000 Handsets iPhone application AUGUST 2010 Social media integration  – iPhone apps Location based functionality – iPhone apps SEPTEMBER 2010 Android Applications J2ME Applications Blackberry Applications DECEMBER 2010 iPad HTML5

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Kilrush Launch

  • 2. Agenda Introducing Mobile Embrace The Mobile Landscape Mobile Publishing Kilrush Roadmap Q & A
  • 3. B2B D2C Production RingRing Studios In house mobile content production and global licensing and distribution Mobile Embrace Business to business services leveraging MobileActive’s core infrastructure MER (Mobile Entertainment Retail) Direct to consumer sales, marketing and distribution
  • 4. The Team Chris Thorpe – CEO - 15 years experience founding and managing some of Australia’s largest Premium Rate businesses, consistently innovating at the leading edge of technology whilst leveraging an extensive local and International network Neil Wiles – MD - 2008 ADMA Mobile Marketer of the year, listed by B&T Digital as one of the 40 Biggest Players of Australia's Digital Age. He sits on the Mobile Premium Services Industry review committee and is one of four members that constituted the MPS working group responsible for the development of the Mobile Premium Services Code. Allan Robertson – COO - 15 years at Australia's leading telecommunications companies Optus (12yrs) and Telstra (3yrs). Involved in bringing to market Australia’s most successful and first true MVNO, Virgin Mobile. He also developed the commercial and technical infrastructure that underpinned the launch of Optus' mobile content portal, Optus Zoo. 
  • 5. The Team Venessa Hunt – BDM - Working with Australia’s largest brands over the last 5 years in public relations, advertising and promotions. Well known in social media and new media circles. David Hayes – BDM - 20+ years in Telecommunications, Founder of IDS, Winner of various MMA Awards, Finalist 2008 ADMA Mobile Marketer of the Year Peter Birch - 15 years working for ITV in the UK as Head of Interactive. Launched ITV’s cross platform interactive TV and enhanced TV services. Last 4 years in Australia spent at MCN heading integration for mobile and online into the broadcast sales teams and Head of Digital at Network Ten.
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  • 10. 160 employees based in London and Cape Town
  • 11. Award winning technology platforms
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  • 15. Mobile Web Trends Today there is an average of 6.5 times the mobile web usage, globally, compared to 2 years ago * AdMob May 2010 Mobile Metrics Report
  • 16. Mobile Web Trends By 2013, mobile phones will overtake PCs as the most common Web access device worldwide ~ Gartner 2010
  • 17. Web Usage by Handset 65% of mobile traffic to your site may not be on an iPhone…. Are you neglecting your audience? * AdMob May 2010 Mobile Metrics Report
  • 18. Mobile Facts Mobile Commerce to grow to $119b by 2015*ABI Research The next generation will be using their phones to shop 51% of consumers used their mobile phones for in-store activities Mobile search optismises for mobile sites and apps . If you don’t have a mobile site, you may not come up in search eBay iPhone app has had phenomenal success generating $400m in sales last year. Including a $350,000 Lamborghini *Motorola By 2014 mobile couponswill be worth $6billion in redemption value *Juniper Social Networks are mobile! In the UK 47% of all mobile web traffic is Facebook 21% of Australians visit websites on their mobile phone at least once a day *Australian Mobile Phone Lifestyle Index
  • 19. o It seems complicated
  • 20. Summary of Landscape Mobile web is exploding Device capabilities drive usage Every business wants an app Every business knows they need to be in mobile but many feel mobile is complicated and too hard So how do businesses engage ALLtheir audience and not just a few?
  • 21. What's the answer? Simplify Mobile! ONE MOBILE STRATEGY, ONE SOLUTION
  • 22.
  • 23. What is ? The Next Generation in Mobile Publishing….
  • 24. Kilrush Mobile Web Mobile internet publishing platform allows you to design, build and manage services specifically for mobile handsets. Rendering mobile sites to over 8,000 handsets for the best possible customer experience. Kilrush Application Studio Designed to be efficient and easy to use, by non-technical designers as well as developers, the Application Studio allows you to build iPhone, Android and Blackberry applications all from one interface.
  • 25. Features Drag and drop interface Secure web hosting environment Integrated ad-serving Mcommerce solutions Flexible form design and data capture Simple feed integration – RSS and XML Rendering to 8,000 handsets Social media integration QR codes and push SMS integration
  • 26. Benefits Save multiple content handling Save time and Save money A customised experience for your audience Don’t let your customers go to a competitor!
  • 28. Who is using it? Bauer Media Objective Efficient publishing to mobile Keep updated and relevant Enhance user experience Solution FHM, Empire and Heat properties Integration of Kilrush with Bauer web CMS and content broker system Result Industry leading solution Content updated in-sync with websites
  • 29. Who is using it? Vodafone My Page Objective Vodafone wanted to offer its customer a more personalised mobile web experience. Solution My Page enables users to choose who they get their content from i.e. News from BBC or sports results from Sky Sports. MIG deployed the Kilrush platform into Vodafone to run this service and in background uses personalisation techniques to track user behavior. Result Vodafone can promote content and services that are relevant to the user.
  • 30. Who is using it? ITV Objective ITV’s brief was to rationalise its mobile team into one digital team and manage the mobile services from within the ITV.com business unit, hence needing a more efficient way to publish content. Solution The Kilrush platform has been deployed into ITV to host all of the broadcasters mobile services supporting its key shows from Britain’s Got Talent to the FA Cup. Result The Kilrush team achieved an entire swap out of existing ITV mobile services including new site design and build in 60 days. It is launching new services with ITV in a regular basis.
  • 31. 4 Golden Rules? Forget the tech – focus on what your audience wants One mobile strategy – to be part of your overall strategy Market your product – pointless if no-one knows about it Commercialise your properties – why not?
  • 32. Marketing and Commercialisation MARKETING YOUR SITE Push SMS – make your other media accountable QR Codes – add to other mediums to give measurement Search Advertising Mobile Advertising COMMERCIALISATION USING KILRUSH Lead Generation - Click to Call/SMS M-commerce – Credit Card, PayPal, PSMS Ad-serving – Integrate Rich Media
  • 33. Ad serving Offer rich media formats Integrate advertising with ad serving platform, Mpression Targeting, optimization, performance and engagement End to end mobile advertising solutions Overlay Expandable Augmented Reality & Location Based Video
  • 34. The Roadmap NOW Mobile Web – Optimising to 8,000 Handsets iPhone application AUGUST 2010 Social media integration – iPhone apps Location based functionality – iPhone apps SEPTEMBER 2010 Android Applications J2ME Applications Blackberry Applications DECEMBER 2010 iPad HTML5
  • 35. Demo Sites – Text keyword to 0417 267 244 Text Kia Text Juicy Text Embrace or Scan Text Lexus Text 3D or Scan Text Rimmel
  • 36. One strategy, One solution
  • 37. One strategy, One solution More Information? Email Address: info@mobileembrace.com Address details: Mobile EmbraceLevel 10, 100 William St,East Sydney NSW 2010 Australia Phone : Call us on 02 9380 8071OR Text name and company to 0400 942 533 Twitter: @mobileembrace @venessahunt