Presentation made at the Australian Broadband Summit April 28th 2008

1. Broadband and Digital Media Australian Broadband Conference Grace Hotel April 29th – May 1 st , 2008 Roger Kermode CTO/COO iPrime

2. Individuals’ Behaviour will drive broadband not technology

5. Targeting Increasingly Drives Advertiser Buying Behaviour

8. 2) The Long Tail Increasingly Drives Media Innovation Broadcast Mass Media Internet Me/We Media

10. Technologies Enable & Accelerate Existing Behaviours Ask not what things are but what they mean

11. Anyone can now be a content creator…

14. Thus, Video Releases happen faster…

15. ..and Online Video becomes about the Now

17. MySpace is all about ME

19. Sportsplay is all about our local stories

20. The Long Tail increasingly Drives Media Innovation How and why data-centric online media is driving Internet usage and Media in general

21. The Conversation has Changed

22. So what does the Long Tail mean? US portals lost 5% online revenue in 2007 to narrower content sites & search engines as spending followed consumers down the tail across a more fragmented Web Business of Content Broadcast Mass Media Internet Me/We Media

25. Targeting vs. Reach: The Big Picture commercial in confidence Reach Targeting 1,000,000s 100,000s 1,000s 10,000s 1 10s 10,000,000s Billions Millions Thousands 100s Smallest individually Addressable Market in terms of Unique Browsers Aggregated Total Addressable Market in terms of Unique Browsers Too Small To Sell Unless Content is Highly Unique Site Traffic needs to be Aggregated within a Publisher Network Massive Reach but little targeting Run of Network Sales at lower CPMs Critical Mass Reach AND Highly Targeted Very high CPMs But Requires High Technology for scale Medium to Large Reach AND Some Targeting Variable CPMs depending on Target Parameters and Advertiser Interest But Requires Medium Technology for scale

26. Targeting vs. Reach: Where the Players Fit Reach Targeting 1,000,000s 100,000s 1,000s 10,000s 1 10s 10,000,000s Billions Millions Thousands 100s Smallest individually Addressable Market in terms of Unique Browsers Aggregated Total Addressable Market in terms of Unique Browsers “ Hundreds of markets of Millions” Niche Individual Publishers Variable CPMs Tier 2 / Performance Ad Networks Low CPMs Highly Automated Minimal Human Sales Tier 1 / Full Service Ad Networks High CPMs Dedicated Sales Team Popular Vertical Individual Publishers Variable CPMs Major Portals Variable CPMs Customised Aggregation Sites Variable CPMs “ Millions of markets of Hundreds”

27. Where the money is…

28. Winners and losers Source: IBM

32. Net Neutrality Why this is important for continued economic prosperity

35. Broadband has enabled many Web2.0 Businesses…

36. … that have created a lot of value Source: esnips.com

38. Global Trends Drive IT Services Source: rs.resialliance.org

40. Thank You Roger Kermode CTO/COO iPrime [email_address]