Telescope Mobile Marketing PGRI – Ori Nakar Introduce myself (experience in Israel, UK and US. Telescope for the last 5 years). Telescope – leading provider in the Mobile Marketing Services. Managing the technology behind TV campaigns such as American Idol, SYTYCD as well Brands such as NBA, NHL, McDonalds, Mars etc.

Telescope Founder Edward Boddington presenting the certified vote results for American Idol Season 5 11/8/2018 Proprietary and Confidential. Telescope © 2010

Not a mobile phone, a marketing device! TEXT WAP MOBILE INTERNET VOICE APPLICATIONS VIDEO Mobile phone may mean different things to different people. New phones, accessories, acronyms and buzz words invented every day. Today we are going to focus on Text/SMS. SMS has an extremely high adoption rate (over 90% have sent an SMS message. 65% use it regularly in the US). SMS is simple and has very low barrier to entry. A study by ABI Research finds that consumers worldwide will send more than 7 trillion text messages in 2011, indicating that SMS is the the key communication tool of the modern era. 11/8/2018 Proprietary and Confidential. Telescope © 2010

Mobile as a Communication Channel 243.4 Million Mobile Subscribers in the US 154 million Americans use text messaging regularly There are more mobile subscribers in the US than internet users On average, consumers read text messages within 4 minutes of delivery compared to 48 hours for email 85% of Gen Y consumers regularly send or receive text Messages 97% of all SMS marketing messages are opened - 83% within one hour Work with a company that is familiar with how to market/speak to your consumers Mobile is a personal device and lottery is a personal choice (pick special numbers) 11/8/2018 Proprietary and Confidential. Telescope © 2010

McDonald’s Monopoly Partner with TMS and P.com to extend mobile entry mechanism beginning in the 2008 McDonald’s Monopoly Game Increase consumer participation and sales Create the world’s first mobile and online collect-and-win game Set-up and ran massive on-pack unique pin (580 million) program that enabled consumers to enter on the spot for instant gratification Provided new way for consumers to link to multiple forms of media anytime, anywhere Winner of Ad:Tech Award for Best Mobile Campaign for 2008 1,998,774 mobile game codes were entered, of which 462,764 saw action online as well, boosting the total number of plays 17% over last year 14% of pre-promotion codes entered via mobile How is this relevant to you… Path to purchase (unique codes) / drive sales

Lottery Phase 1 Mobile Services Second Chance Draw –use existing unique codes printed on tickets, consumers can text in to enter for a second chance to win Lottery Club – an opt-in group builds a database that allows you to send targeted communications and gain insight into the behavior of your customers. Can be added to existing online VIP clubs. Jackpot reminder, draw schedule reminders & winning numbers alerts, Register your regular numbers, General lottery news Start simple, and use the service with the greatest reach: SMS. Text is a great way to engage your target audience, opt them in to future communications and retain their interest with basic information and utility services. Let’s build that database. 11/8/2018 Proprietary and Confidential. Telescope © 2010

Potential Phase 2 Services Mobile Web – mobile version of existing web site for more information and deeper services, such as account management and transactions Mobile Application – ‘brand in hand’ with potential to push new services and communication to customers & creative executions such as transactional digital scratch cards. Premium SMS – payment through PSMS for tickets and games Once we have a wider base of users and an understanding of their behavior and interests, enable a deeper relationship with customers via the mobile web and the growing application market and, ultimately, transact directly through the mobile device. 11/8/2018 Proprietary and Confidential. Telescope © 2010

Path to Purchase Consumption Promotion Purchase these are the three major building blocks of consumer interaction. Many brands are currently exploring ways in which they can all be fulfilled on the mobile device (the holy grail of Mobile Commerce). We recommend to all of our clients to start simple, promote the brand and get their audience used to ‘finding’ their products on their mobile device. Etc. Benefits of mobile: Give instant gratification Provide an audit trail Offer a loyalty component Collect Data Offer a targeted communication solution Purchase 11/8/2018 Proprietary and Confidential. Telescope © 2010

Lottery & Gaming Move to Digital “new distribution channels as sales from traditional lottery outlets decline…A combination of mobile casino, lottery and betting services will see the scale of annual wagers on mobile gaming exceed $48bn by 2015….” – Juniper Research Mobile Gambling Markets Report: Casinos, Lotteries & Betting, 2010-2015, Sept 2010 Use mobile as your path to purchase and eventually your actual purchase – Holy Grail (communication feels one-on-one) Build the process to get there/not going to happen over night… Tap into social 11/8/2018 Proprietary and Confidential. Telescope © 2010

For more information: Ori Nakar Telescope, Inc. 424.270.2905 Email: ori.nakar@telescope.tv www.telescope.tv