Location-based services and startups: Trends, observations and investment themes

1. Location Based Market Study: Trends, Observations, and Investment Yujin Chung, Wharton School of Business, MBA ‗10 Simon Lu, Wharton School of Business, MBA ‗11 Gautam Tambay, Wharton School of Business, MBA ‗10 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

2. Thanks to our sponsors and friends for all your support! • Professor Rawley, Management Department, Wharton • Steve Ennen, Wharton Interactive Media Initiative • Jason Finkelstein, WaveMarket • Josh Wais, Qualcomm Ventures • Dalton Caldwell, picplz • Frank Chen, Ronny Conway; Andreessen Horowitz • Phineas Barnes, First Round Capital • Rebecca Lynn, Morgenthaler Ventures • Fred Wilson, Union Square Ventures • Tony Zhang, Khosla Ventures 2 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

3. Agenda • What is going on with location? • Why is location important? • How do these startups grow? • Where do you invest in the location category? 3 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

4. Location can be organized around a map; Research focuses Above-the-Map Layer Description Example “Above the map” • Applications User-interactive layer • Application platforms • Geo data “On the map” • Location data Visual representation and • Contextual contextual layer • API‘s • Infrastructure “Below the map” • Device Hardware / software • Chipset infrastructure layer • Carrier 4 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

5. Location is on the mind of everyone, from VCs… Select Invested Recent Location-Enabled Total Invested Venture Capital Firms Mobile Investments Amount (MM) $10.4 1.4 1.4 17.1 4.8 9.5 17.4 16.8 1.7 0.5 Source: CrunchBase. 5 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

6. …to the blogosphere… Blog / Publication Date Comments Jan-09 ―…millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs into the Internet to share that info, merge it with online databases, and find out what—and who—is in the immediate vicinity… Simply put, location changes everything. This one input—our coordinates—has the potential to change all the outputs. Where we shop, who we talk to, what we read, what we search for, where we go—they all change once we merge location and the Web.‖ Mar-10 ―Location-based mobile spending will hit $4 billion in 2015, up from $34 million in 2009… commitments increasingly [allocated] to smart phones, Kindles, iPads, portable gaming devices and even cars. What used to be called point-of- purchase is now called mobile advertising… mobile can be an extension of a retailer's storefront.‖ Mar-10 To someone not in their 20s whose location generally isn‘t that interesting to others… the idea of handing over your privacy with both hands to strap on a digital ankle bracelet sounds profoundly unattractive… but to a younger cohort that lives on the grid, the location of people you know and care about is vital information, the coin of the realm. Jan-10 Location-based ads will become mainstream as advertising and the mobile web become location-aware. Brands will start to use location- based apps to drive sales and marketing efforts. Dec-09 Location, as a trend, remains on fire… And you can expect the big players to step up their game in the space as well, as they all look to connect the social online world with the real world — a real world that has also has a lot of money potentially tied to location. 6 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

7. …to Web 2.0 incumbents Company Date Event / News / Rumors Mar-10 • Twitter turns on feature to directly tweet your location Dec-09 • Twitter acquires Mixer Labs, parent company of GeoAPI Mar-10 • ―Facebook Will Allow Users to Share Location‖, NYTimes Feb-10 • Rumors circulate of Facebook ‗s potential interest to acquire Loopt Mar-10 • TechCrunch reports that ―Location may get a central place in Google‘s web search redesign‖ Feb-10 • Google launches Buzz (a social network with embed location) Mar-10 • Launches sub-country Region Targeting (proximity advertising) Jan-10 • Yelp turns on location ―Check-in‖ features 7 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

8. Data, technology, distribution, and access are enabling location based services… Catalyst Summary Opportunities Improving Location • Higher quality and Precision (Meters) Time to Fix (Sec) Cost Determination real-time data streams 100 to 5,000 10 ~$0.06 per lookup 5 to 20 1 Fixed $ per device Complementary • Smartphone adoption; location • Novel applications technology in the is more useful when combined beyond web apps handset (sensors) with other media Increasing adoption of • 20% CAGR in Mobile Internet Users 111 126 • Ubiquity of location mobile internet 98 information 84 69 51 2008 2009 2010 2011 2012 2013 US Mobile Internet Users (MM) Mobile "ecosystems"/ • Centralized application stores accelerated distribution of • Independent app stores / APIs location-aware applications; 70% economics to participants application vs 30-50% with carrier-direct deals development 8 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

9. …leading to robust market estimates $2,708 177,018 53% CAGR 63% CAGR Revenues $2,043 Subscribers $1,863 119,075 $1,299 89,366 61,836 $714 31,668 $327 15,472 2008 2009 2010 2011 2012 2013 2008 2009 2010 2011 2012 2013 North American Consumer LBS Revenues (MM) North American Consumer LBS Subscribers ('000s) Source: Gartner. 9 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

10. Location based application development is flowering on iPhone and Android iPhone Android Source: Skyhook Wireless, Jan / Feb ‗10 10 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

12. Why is location so interesting? Who is here? Why did they Are they come here? alone? What Were they do they influenced? share? How so? Were they here before? How often? When? Coming back? Data: Bridging online presence with physical world 12 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

13. Real-time data in the physical world is fragmented / incomplete, thus limiting action • Current methods gathers limited real-time metrics and are not obtained by smaller venues Membership Cards & Surveys Point of Sales Systems Loyalty Programs • Data limited to a single • Difficult to collect • Focuses only on environment without incentives or transactions promotions • High costs to implement • Plus similar limitations effectively • Data stales of loyalty programs 13 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

14. What if we curate data which enables web analytics to the physical world? Data Types Data Aggregators Data Consumers Web 2.0 Example • Prior Visits • Google Analytics • The Huffington Post • Referrals • Webtrends • Nestle • Uniques • Alexa • Yelp • Bounces • Compete • Discount Tire • Pageviews • Quantcast • Microsoft • Session time Location-Based Services Example • Total Check-Ins • Foursquare • Bravo, MTV • Check-Ins w/ Friends • Gowalla • Marc Jacobs • Check-Ins at New Places • Google Buzz • Tasti D-Lite • Check-Ins at Other Venues • Twitter • Zagat • The neighborhood bar 14 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

15. LBS data goes beyond coordinates and deliver a web-like picture of behavior WHERE WHO WHAT WHEN WHY HOW Geo- Social graph Context Frequency, Intent Path to arrival awareness and group time and and path to dynamics duration exit • Fixing on • Identifying • Revealing the • Signaling • Understanding • Identifying latitude and segments or real identity of degrees of transactional influences longitude social a location loyalties nature at a driving traffic coordinates networks location correlated to a • Attributing • Correlating • Determining • Surfacing location location‘s presence with • Maximizing linkages traffic patterns characteristics temporal positive between • Uncovering to one‘s events and incentives, locations network behavior and seasonality minimizing tightness preferences negative between • Measuring nodes in the engagement physical world Basic Data Rich Data 15 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

16. Enables the data hungry with a new tool Segment Examples Illustrative Decision Makers Illustrative Outcomes Local • Establishment owners • Employing unique and effective Venues, • General managers loyalty programs Groups, Teams Consumer • Brand Managers • Leveraging a customer‘s social Brands • Ad Agencies capital and converting him/her into a brand ambassador Media and • Editors • Extending total engagement by Content • Marketing Directors promoting physical world Owners interactions Retailers • Social Media Directors • Experimenting with cross-sell • Loyalty Program Managers opportunities amongst local affiliates, new response metrics, or real-time promotions Events and • Event Organizers • Enhancing customer Destinations • Business Development experience through personalized services and discovery Note: Illustrative decision makers and outcomes not limited to individual segments. 16 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

17. …but each sees signals in the data uniquely Value of LBS Data to Individual Data Consumers WHERE: WHEN: HOW: Geo- WHO: WHAT: Frequency, WHY: Path to arrival Awareness Social Graph Context time and Intent and path to duration exit Local Venues Consumer Brands Media and Content Owners Retailers Events and Destinations 17 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

18. Thus, the data can be captured & has value, but we lack an efficient model to generate it Data Data Types Data Consumers Aggregators Require mechanism to Local Venues Geo-awareness Consumer Brands Social Graph incentivize data Media Owners Context creation Content Owners Temporal + Retailers Intent Open platform to Events Path to Discovery encourage Destinations volume 18 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

19. Multiple models are competing as the standard to generate this data Game Driven Active Broadcast Passive Broadcast Broadcast Description User actively notifies system Player notifies system of Location notification upon arriving at a location or location to enhance game secondary to primary venue play behavior Example Companies Details • Leverages existing social • Check-ins incented by • Location an after-thought of network leveling-up, unlocking another action rewards, or earning virtual • Motivates location discovery currency • Examples primary actions and sharing include tweeting, texting, • Other models centered on group chatting, scanning a • Competitive dynamics tied discovery games and barcode or taking a photo to location, commonly recreational exploration rewarding future check-ins 19 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

20. Conclusion #1: Location Check-Ins = Clicks Classic Web Analytics LBS Equivalent Total Visits per User Total Check-Ins per Customer Unique Visitors / Pageviews Total New Check-Ins Returning Visits Repeat Customer Check-Ins Pageviews by Server Time Check-Ins by Venue Time Bounce Percentage Sequential Check-Ins with Short Gaps Upstream / Downstream Sites Sequential Check-Ins at local affiliates Referrer Check-Ins driven by API or Internal Tips At critical mass, the physical world check-in becomes as telling as the online click 20 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

22. Data creation starts with virtual incentives but evolves into robust user engagement Intangible Content Tangible • Check-ins • Recommendations • Discounts for • via location • Customer loyalty • Points • via social graph • Recommendations • Social strength • Virtual goods • Associated content • Photos • Venue analytics • Prestige • Videos • Tweets Incentives Development 22 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

23. LBS consumer value creation cycle… 3 phases Consumer Phase 1 Phase 2 Phase 3 2 Location Intangible data / 1 rewards / 3 Eyeballs Content LBS company Tactical Influence benefits Consumer immediate Improved (coupons, data purchase Strategic customer service discounts) behavior information (e.g. more (e.g. consumer conveniently Value Provider behavior located stores) patterns) 23 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

24. 1 Phase 1: User engagement • Engage end-users through a quality incentive structure ‒ Game mechanics Description ‒ Social information ‒ Local content • User engagement (get to inflexion point - first 100k users?) ‒ Understanding of social mechanics Success Factors ‒ UI and design • Monitoring quality of content ‒ Editorial quality for reviews, ensuring fairness for check-ins • Platform (e.g., Foursquare API) • Check-in aggregators (e.g., SocialGreat) • Local content aggregators (e.g., Yelp) Eco-system • Geo-location enablers (e.g., Skyhook Wireless) opportunities • Plays that leverage Foursquare and other location APIs (e.g., LocaModa allows venues to display check-ins on a digital out-of-home screen, encouraging patrons to visit) 24 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

25. 2 Phase 2: Provide tangible value to consumers • Liaise with businesses to provide coupons and discounts based on user‘s behavior patterns Description • Hence, influence immediate purchase behavior • Business Development is key at this stage • Focus deals on ‗benefit to user base‘ rather than revenue potential for Success Factors LBS company • Mobile couponing (e.g., an ad network for Location-based / real-time coupons and advertising) Eco-system opportunities 25 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

26. 3 Phase 3: The pot of gold in the data hose • Monetize the data-hose through sophisticated analytics • Use analytics to drive strategic decisions for businesses Description ‒ e.g., Where should Starbucks open its next location in Philadelphia? ‒ e.g., Dynamic pricing based on time and crowd • Quality and completeness of data generated • Development of the surrounding ecosystem Success Factors ‒ e.g., Analytics companies that can mine this data ‒ e.g., API that other companies can user to mine the data hose • Analytics companies – turn location data into business intelligence ‒ Localytics-like companies could move into this space Eco-system ‒ e.g., Sell aggregate data about coffee drinkers in Atlanta to Peets opportunities • Local ad campaign managers (e.g. Hootsuite) 26 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

27. 3 Phase 3: The Foursquare dashboard for local businesses is only the tip of the iceberg Next step is to augment data stream with purchase information (e.g. Blippy) and provide more aggregated insights to businesses 27 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

28. Conclusion # 2: Real, tangible gains for consumers must follow the initial intangible incentives 1 2 Content and 3 Data hose: Intangible tangible tangible value to users benefits to benefits to users businesses • Virtual prizes and social • Increasing dependence on • Once a stable consumer prestige are good for initial super-users for content, incentive ecosystem is buzz and user engagement recommendations created, businesses can find • Typical for user- value in the data hose • Initial buzz, leader board generated content dynamics lead to the birth of (e.g. YouTube, Blogs) • Use location and behavior super users, but can be data to drive tangible, fad-ish. • Super-users need to strategic value for motivated through businesses through tangible incentives analytics • (e.g., rev-share in YouTube, mayor discounts on Foursquare) Over time, users get fatigued with just intangible incentives Focus on consumers first, business partners second (Silicon Valley adage) 28 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

30. Above-the-Map landscape dominated by social network apps, $97M in funding the last 3 years Firms by Sector VC Funding by Sector (2007-10) N = 68 (Total: $97M) Source: Crunchbase directory of applications with ―location-based‖ tag 30 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

31. Evaluate against data quality and data creation Classic New Data VC Filters Lens Data Quality and Uniqueness Sustainability of Datastream Team • CTO / Architect • Business development focused on user • Marketing innovation (e.g., how to engagement keep users engaged?) • UI genius Market • Value of datastreams • User lifetime value analysis • Potential for business model (e.g., Commerce, advertising, subscription) Marketing Strategy • User acquisition (e.g., viral loop • Early user behavior understanding features) • User acquisition cost analysis • Engagement (e.g., check-ins, deals) • Consumption media Technology • Database management / scalability • Heavy analytics • Site scalability • Scalable for brand / venue partners 31 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

32. Based on our framework, Custom maps and Gaming are attractive sectors for investigation # of VC Data Quality / Data Value of Data Attractiveness? firms Funding Uniqueness Sustainability Advertising 3 $0.3 Commerce 11 $1.3 Communication 7 $1.4 Content 9 $23.1 Custom maps 6 $4.0 Gaming 6 $10.3 Platform 11 $18.1 Social network 15 $33.5 32 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

33. Why Custom Maps is so interesting Classic New Data VC Filters Lens Data Quality and Uniqueness Sustainability of Datastream • Background in custom map • Business development experience with top development (e.g., Navteq, Google venues maps, Teleatlas) • Predictive analytics experience Team • Smart compass integration • Clean UI • Pain point: Google maps and similar • Microcontent enables contextually relevant services are too broad and offers and advertising Market contextually generalized • Strong opportunity for brand enhancement • Focus on venue niches with long • Large venue tie-ins (e.g., Disneyland session time (e.g., theme parks, malls, sponsorship ―download the map right now‖) parking garages) • Big event tie-ins • Enable quick share download for social • Sporting Marketing Strategy enhancement (e.g., group trips) • Concerts • Partnership opportunities with travel • Festivals sites and tour guide organizations • Conferences • Computationally easier to control push • Build out venue service for data access and recommendations and offers given customer activity analysis Technology limited data set • Scalable map creation • Allows developers to focus on timed recommendations and offers 33 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

34. Out of the Custom Maps category, Micello presents a strong fit with our investment thesis Founding VC Name Description CEO funding Investors Mapicurious Mapicurious provides point of interest collection and distribution, custom branded mapping Brad N/A N/A applications, and georeferencing services. Mapicurious.com is hub of user generated map Gilreath content. Micello Bringing the pulse of an indoor location where people gather - shopping mall, convention Ankit N/A Seed center, hotel/casinos, theme parks, stadiums .. Micello provides a unique platform with an Agarwal interactive map of the place on your mobile device. There API‘s enable building and delivery of rich content based on ―What‘s Happening Inside‖ a place of interest. My City Way My City Way is a location-aware platform that helps discover the world around you - soon to Sonpreet $1M IA Ventures be available in over 40 cities around the world on a variety of mobile devices. With more than Bhatia FirstMark 50 hyper-local apps rolled into each city-specific guide, My City Way is a one-stop application Capital platform to discover, interact with, experience and share information in any city. Tailored for NYC EDC use by local residents and visitors alike, My City Way is an interactive city discovery gateway on your mobile device. Primospot Primospot helps navigate the confusing world of urban parking, to quickly find the best place Michael N/A N/A to park. Hill The service is unique in that it covers on-street free and metered parking, as well as commercial garages and even bike racks. In addition to parking locations, Primospot also knows the rules and regulations, holiday and seasonal changes, and is able to calculate in real-time how long a car can remain legally parked. PublicEarth PublicEarth, launched in November 2009, is a free wiki database of and about locations, Michael $3M Polaris generated and updated by users. On the site, people create and maintain PlaceBook™ Rubin Venture personal atlases - which organize and manage their personal locations for ease in sharing, Partners searching, travel planning and activity discovery. SpotScore SpotScore is a Seattle-based startup looking to make your lives easier and revolutionize the N/A N/A parking industry through the use of Intelligent Parking. 34 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

35. Why Gaming is so interesting Classic New Data VC Filters Lens Data Quality and Uniqueness Sustainability of Datastream Team • Ex traditional or social gaming (e.g., • Expertise in building great gameplay Electronic Arts, Blizzard, Zynga) • Thoughts on expanding to ―normals‖ • Heavy focus on UI and real-time regarding easy gameplay analytics Market • Opportunity with ―micro-gaming‖ • Ability to incorporate venues and objects as concept where session times are context for gaming (e.g., ―Real life Grand <5min Theft Auto‖) • Initially drive engagement via virtual • Replace virtual upgrades with actual goods and social leaderboard products competition • License for interruptive advertising as long as in context of the game Marketing Strategy • Utilize open API‘s of other services to • Location trigger upgrades / virtual goods in promote game context of gameplay • Cost per Installation model and • Location trigger game installation and cross linking sharing • Sharing with other prominent apps • Enable team / social dynamics to assist viral growth Technology • Expertise in building viral loops • Build out venue service to allow customized • Heavy data / analytics component upgrades / virtual goods within game • Clean / robust graphics delivery context 35 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

36. Booyah (2M users) and SCVNGR are growing aggressively but plenty of room for more engaged experiences Founding VC Name Description CEO funding Investors Booyah Booyah, headquartered in Palo Alto, Calif., is dedicated to creating new forms of Keith Lee $9.5 KPCB entertainment to the masses by bringing together elements of the real world and the digital world. Booyah is defining a growing new market called Real-World Gaming. CipherCities Citizens of Cipher Cities love playing games in everyday environments. They use the Deb Polson N/A N/A web to build mobile adventures that they share with friends and fellow citizens. Cipher Citizens can be game builders, players or musty lurkers. They can share game photos, rate games and builders, and revel in the joy of location-based gaming. Australia based Geocade Geocade, a social gaming platform for mobile games, enables game developers to Jim Caralis N/A N/A increase game downloads, enhance game play and create recurring revenue streams by giving them the ability to create local leaderboards in nearly every city and town worldwide. Geolania Geolania is a massive mobile social game that uses geolocation and augmented N/A N/A N/A reality for a context gaming. It mix strategy, virtual world, LBS and social components to create a unique mobile gaming experience. Orbster Orbster is a developer and publisher of location-based games for mobile phones. Georg $0.75M Seed The company‘s aim is to develop and sell successful games for the growing market in Broxtermann location-based content for mobile phones. The core of the online and mobile- integrated game platform allows every player and provider of game ideas to create location-based games for mobile phones with navigation functions such as GPS without programming knowledge. Scvngr SCVNGR is a location based mobile gaming platform that lets anyone, individual or Seth $4.8 Google institution build awesome location-based interactive mobile games that can be played Priebatsch Ventures from any cell phone. Highland Capital DreamIt 36 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

37. Appendix 37 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

38. The datacentric approach offers a new approach on evaluating location based startups for investment Early stage (Seed, Series A) Late stage (Series B & beyond) Team • Experience in creating processes around • Smart business development hires • User acquisition • Engagement via promotions / hard • User engagement incentives • Fast analysis / recommendation • Relationships with key brands • Fast code release background • Product development hires • Manage mobile cross platform • Experience creating new services fragmentation? (paid / ad-based) off robust data Market • Value of datastreams to target verticals • Mix of tactical (coupons) and strategic Potential • Timing data (new services) which solve pain points • Venue context for users • User activity Marketing (Goto market) (Growth strategy) Strategy • Clear understanding of initial target • Relationships with technology partners segment regarding user acquisition • Lightweight user engagement (check-in) • Easier user interaction • ―Not annoying‖ game mechanics Technology • Built on, not within, social media • Cross-database functionality - use LBS platforms as link to more robust forms of personal • Zynga vs. Feedtrace data • Fast, scalable database manipulation • Phone number to credit card • Ability to scalably introduce real promotions over virtual goods 38 • Free donut over badge This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

39. Advertising overview Founding VC Name Description CEO funding Investors Cirius The company‘s flagship product is called AdLocal, which is a location- Gen Technologies based mobile advertising platform that‘s currently being offered in Japan Miyazawa USA and the USA (through Cirius USA). AdLocal makes it possible to reach consumers with ads that take into account the physical location of users via GPS, Cell-IDs, map coordinates and other information. Snacksquare Snacksquare is a provider of automated location based advertising via James $0.03M Seed sms text messages. Based on deep integration with the Foursquare API, Gillmore Snacksquare facilitates push marketing via SMS txt messages from local businesses to real people and potential customers at the time and place they are near to the venue. Snacksquare allows merchants to create Automated Location Based Alerts (―ALBA‖) in a similar fashion to building an email marketing campaign in Constant Contact or Mail Chimp. Socialbomb Every brand manager wants to build apps that will kickstart conversations Michael Dory $0.24M First Round across the world‘s Facebook pages, Twitter streams and iPhones. Capital, Rose Socialbomb helps developers and creatives build those apps. They Tech provide a single API that communicates with many social networks at once, so developers can spend their time on the core application instead of programing for each individual service. The Socialbomb engine is a RESTful API that lets customers exchange data dynamically with specific services. They push data to Facebook, Twitter, YouTube, Flickr and other social networks, and then pull information back into their customers‘ applications for richer features and more meaningful analytics. The Socialbomb API can provide detailed feedback about which content users like, comment on, and share. 39 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

40. Commerce overview (1 of 2) Founding VC Name Description CEO funding Investors Anttenna Anttenna is a free mobile application that facilitates real-time, location-based, person- Marcus Seed, Moritz to-person exchanges. By turning traditional classified listings into geo-tagged twitter Wandell Looew sized microlistings, Anttenna lets you quickly connect, chat in realtime (―Anttweet‖), and exchange physical goods/services with people nearby. Chevia Chevia allows users to share knowledge about interesting local products with their Paul Lo $0.1M Seed friends and relevant communities, powered by a user-generated product catalog and a discovery engine that lets users locate and discover relevant/related products and real-time information that are of interest, and explore things around them. Mobile Flow mobile flow enables the delivery of relevant, timely information to a consumer base Ade that uses mobile platforms to access product information, make purchasing decisions Bamigboye and carry out transactions. Customers can create and deliver coupons or other product purchasing incentives, publish mobile web sites to support product promotions, enable customers to carry out transactions whilst on the move, use multi-media messaging and mobile video to deliver product information that is engaging and viral. Outalot Outalot is a portable resource for finding nearby restaurants, bars, shops, and Jesse Boyes movies. Outalot‘s service is available on the web, iPhone, and mobile handsets by visiting outalot.com. SkyBlox ScoutMob provides location-aware coupons, offering rapidly-expiring deals on local $0.1M SGIO food, coffee, and shops, all tailored to your location and city. ScoutMob‘s mobile application allows the coupons to be delivered directly to the iPhone without having to print out or download. The app enables users to: * Store and sort local deals by newest, most popular, nearby, and hurry-you-fool- it‘s-about-to-expire. * Get extra incentive from these locations when you make a return visit. * When you find a deal worth pursuing, pull it up on your screen & show your friendly server. 40 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

41. Commerce overview (2 of 2) Founding VC Name Description CEO funding Investors Spreezio Spreezio is a location-based consumer service designed to bring local shoppers, merchants, and sales Todd reps together through personalized shopping deals. Chipman Spreezio enables shoppers to make a deal on any product or service. Shoppers can buy what they want, when they need it, where they are at. They are guaranteed to get the best local deals based on value. Once they accept a deal, Spreezio lets them tell their friends via social networking sites like Facebook and Twitter. VouChaCha VouChaCha is a location based, on-demand mobile application that enables users to pull personalised Ben Brown Seedcamp vouchers and special offers for retailers within a two minute walk of their current location. For retailers and leisure venue operators Vouchacha reacts instantly to low capacity or overstock. Enabling them to send personalised offers to potential customers that are within a two minute walk of their venue. From initial contact VouChaCha will bring customers to the door of retailers faster than any other type of advertising. YOOSE YOOSE is the mobile coupon wallet 2.0. Everything that fills up today‘s consumer‘s wallet will be Christian $0.04M Seed available on his mobile phone: loyalty cards, coupons, shopping lists, and much more. This provides a Geissendoerf unique direct access to the consumers for product brands, retailer, transport & travel provider, mobile er network operators and others. YOOSE is the future of relationship marketing. Zollpo Wouldn‘t you want to know if there are any exciting new sales around you? Zollpo.com gives you the Idan Bianco power to find all these sales and more in a click away. Zollpo.com was created in order to give customers a free access to the ―real world‘s‖ sales. Sales that unless the web, might not have been visible. Zollpo.com also connects Small & Medium Business with less marketing tools to their customers. In Zollpo.com we‘ve developed a search engine to help people find on a static map, all the sales: around them, around their work place, around their next vacation spot. eMapia eMapia is a location based marketplace that is designed to make shopping an easy experience. We use Adel Google Maps technology to enable sellers (businesses or individuals) to add their items and link them to Mohamed locations they desire, which is normally where the shop or house is located. Postabon Postabon is a location aware discount platform that allows users to find and share in store deals, Stuart Wall $1.1M Spark discounts, sales, and coupons. Capital Postabon uses game like incentives (followers, karma score, etc) to encourage users to be active members of the community. Its users vote and comment on deals to collaboratively filter the content and ensure the best deals rise to the top. They also use advanced machine learning algorithms to recommend the most relevant deals to users based on their location, past usage history, and current interests. 41 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

42. Communication overview Founding VC Name Description CEO funding Investors BlockChalk BlockChalk allows users to leave messages at locations in their neighborhood using their mobile device. Described as ―the voice of your neighborhood,‖ BlockChalk encourages users to leave notes, or ―chalks,‖ about what‘s going on in a certain location. Users can then reply to other users‘ chalks. BlockChalk recently (as of Jan 2010) launched both an iPhone app as well as an API for developers. Cellflare Location Based web service that allows users to stay visually connected to each other via their Mobile Devices. Users can view the real time status of their family and friends from any Internet Browser (Canada based) GeoGraffiti GeoGraffiti enables the open exchange of location-specific opinions and advice in Voice Mark form Angel with any phone. Users can virtually ―mark‖ real world places by publishing a Voice Mark message. A Voice Mark™ is a short voice message captured via phone that shares information (e.g. opinions, tips, warnings, advice) about a venue, event, promotion, or really anything else one cares to share. HelloPulse HelloPulse matches you to other people based on the places that you spend time at, and the Jane activities that you love. We believe that a shared love for a bar, or a park, dog-walking or Thompson kickboxing, is a great indicator of how two people will connect. It also makes it easy to choose a location for a date and it makes it fit more naturally into your everyday life. Miselu Inc. Miselu is a voice sharing and archiving application that allows you to capture those special moments, create comments, leave thoughts, comment on photos and more. Share your voice on Miselu or through your social networks, blogs and email. Listen to others, follow their updates or listen to those special moments from the past. A new paradigm in communicating via voice, Miselu brings you a new dimension to networking. ShortGPS Shortgps is providing an easy tool to communicate a location. With shortgps.com you can create a Andreas location on a map and after setup the zoom scale or hybrid mode, you can add an external link. Ebert After this, you will get a short URL to use it in Tweets or any other kind of messages where you will tell ―where‖. Hot potato Hot Potato connects friends and fans around live events. Justin $1.42M First Round We‘re building tools for real-time social collaboration amongst groups who share an interest in any Shaffer Capital event or experience as it‘s happening. RRE Ventures Whether checking in, recording your perspective, or just enjoying others contributions, it‘s more fun Scott Banister to participate in events with Hot Potato. 42 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.

43. Content overview (1 of 2) Name Description Founding VC Investors CEO funding Inphodrive Interactive mobile platform for behind the wheel; stay online while driving Mark Heifets NAVX NAVX sources, aggregates and distributes geolocalized content that can be used in GPS Jean and, more generally, in any location-aware device. Cherbonnier The portfolio of content includes gas prices, speedcam locations, parking spaces, wifi hotspots, restaurants, bars, etc. To companies, NAVX provides content that enhances their offering and allows them to generate additional revenues through subscriptions. The content is particularly useful in ―connected devices‖ able to send and receive dynamic and relevant information through wireless connections. NAVX has established relations with TomTom, Garmin, Mio, Magellan, TeleAtlas, Orange and other significant players of the Navigation Industry. Pegshot Pegshot is a mobile video/photo service used to efficiently share location-based media with Phil Thomas friends and family. DiGiulio Pegshot is based in Boulder, CO and New York City and is a spinoff of a company widely known in the local video space called WellcomeMat.com. Founders are Phil Thomas DiGiulio, David Overcash and Christian Sterner. Tagcrumbs Tagcrumbs is building the infrastructure for user-generated and editorial location-based Sascha content on mobile devices and the web. Konietzke Tagcrumbs helps people to easily remember places and share their favorites with their friends and the world, using mobile applications and the web. Exciting locations to dive, climb, surf or fish, stunning viewpoints or sublime architecture and great hangouts like restaurants, bars and cafés can all be found here. Taggstr Taggstr enables you to make your world more ―taggable‖ and leave your own marks on Alamgir $0.05M SVASE/Cambridg places around the world. Mand e West Ventures By allowing you to leave ―taggs‖ wherever you go, Taggstr enables you to leave your own little marks. Not only is Taggstr a tagging platform, but it allows you to easily find interesting places around you. Foodspotting Foodspotting is a visual local guide that lets you find dishes instead of just restaurants. It‘s Alexa Dan Martell (seed) powered by Foodspotters, who can share their food photos and expertise while building a Andrzejewski visual collection of foods and where to find them. 43 This information is confidential and was prepared by Yujin Chung, Simon Lu, and Gautam Tambay. It is not to be referenced, published, presented, or forwarded without their prior written consent.