This document discusses trends in mobile search, including: 1) Local search queries make up over 50% of mobile searches, and users are increasingly interested in tasks like finding local restaurants and comparing prices on their phones. 2) Key mobile search apps see heavy usage, with 42% of phones using retail/shopping search apps and 55% using entertainment search apps at least once in a 3 month period. 3) Mobile searches are becoming more visually organized and task-centric as users look to quickly complete common search-related activities like finding information and making purchases on their phones.

1. Mobile Search – Local Relevance Andy Chu – Director of Mobile Product Management Microsoft

2. Bing Momentum Key Trends Conclusion Agenda for the Day

3. USERS DEMOGRAPHICS Over Index on 18 to 24 +72% Heavy & Medium 27M New 13.2% Explicit Share +65% Growth (Since Launch)

4. LOCAL VISUALLY ORGANIZED TASK CENTRIC 40% More Efficient +344% in Mobile Volume +224% in Mobile UU

5. KEY TRENDS

7. 5.3% of consumers redeemed mobile coupons

8. 39% of U.S. merchants plan to employ mobile couponing in next 12 months

9. 46% of queries are infotainment

10. Top category searches are Movies and Restaurants

11. “Checking in” becoming ubiquitous

12. 1.5x more typos than PC users

13. 60% rate alternate inputs as lead enabling experience

14. 70% of task completions happen within 1 hour

16. Reach for Two Key Search App per Day Retail/Shopping Entertainment 42% of phones used search app at least once in the 3 months 55% of phones used search app at least once in the 3 months 12% of phones used Entertainment search only 30% of phones used both 25% of phones used Retail/ Shopping only * Reach is based on any usage during the 3 month timeframe

17. App Usage vs. Browse Concentration Mobile (April 2010) Application (April 2010) PC (June 2010) Light App Users Moderate App Users Heavy App Users

18. Wherever you go, there we are. Bing for Mobile offers coverage for nearly every smartphone. iPhone App Android App RIM BlackBerry Windows Phone 7 Rich Browser

19. LOCAL VISUALLY ORGANIZED TASK CENTRIC

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