1. copyright © 2005 Mobile People www.mobilepeople.com Slide 1 This is Mobile People  Established in Copenhagen January 2002  Now 10 highly technically skilled people  Independent Software Vendor  Development, services, hosting of mobile search applications  SMS, WAP, Java, Windows Mobile, Symbian, developing i- mode, Blackberry, PalmOS, BREW  Today on 150+ phones  Focus on ‘Mobile Search’ customers:  Launched: Yell (UK), Eniro (SE, FI, DK), Findexa (NO),  Several proposal to YP and other media companies  Focus on high quality GUI  Platform-client solution

2. copyright © 2005 Mobile People www.mobilepeople.com Slide 2 From few to many digital media PC & Unix Internet Servers Mini Mainframes Era 60’s Era 70’s Era 80’s Era 90’s Consumer Devices Era 00’s New consumer behavior New advertising opportunities

3. copyright © 2005 Mobile People www.mobilepeople.com Slide 3 Mobile is the 4th media screen Souce: Daily media consumption in Norway - Telenor 100 90 80 70 60 50 40 30 20 10 0 198019851990199520002005 TV Newspaper Internet Mobile

4. copyright © 2005 Mobile People www.mobilepeople.com Slide 4 What is ’mobile search’? Categorized Info  IYP  Local  Classified ’Local Search’ e.g. Restaurant what, who e.g. Brighton where SEARCH Mobile Internet  WWW  Content providers  Service providers ’Search’ what e.g. Loan SEARCH

5. copyright © 2005 Mobile People www.mobilepeople.com Slide 5 Local Search The market ……  20% of ’Local Search’ is mobile (2008)  All providers of ’Local search’ have mobile presence  ’Mobile Search’ will have it’s own taxonomy 5 BUSD 2009 (Kelsey Group) 250 BUSD 2007 (Nokia) Mobile Content/Data Services Mobile Search

6. copyright © 2005 Mobile People www.mobilepeople.com Slide 6 External Services Mobile Search Yellow pages info source Content Partner info sources Mobile Internet info sources Search Platform Other info sources External Services Integration Query & Filter API Integration Query Mobile User Mobile People (MP) Results MP Mobile Service Delivery Platform MP Smart Client E.g. charging, location and other add-on services Network Operator Services

7. copyright © 2005 Mobile People www.mobilepeople.com Slide 7 Case: Yell Stage 3: Map and Directions Stage 1: Create request Stage 2: The results £ - User pays premium for value add OTA £ - Click to dial

8. copyright © 2005 Mobile People www.mobilepeople.com Slide 8 Opportunities  End-user revenues  Number inquiry  Maps, routes, navigation  New advertiser products and revenues  Pay per call (>15% call rate)  Coupons  Mobile add-words  Push (unique user id)  Viral marketing  New segments and revenues  National advertisers  New users  Get the 15 – 25 year old back as IYP users

9. copyright © 2005 Mobile People www.mobilepeople.com Slide 9 Drivers and barriers Drivers  Mobile device evolution  Content  Personalisation  Viral Marketing  New advertising channel Barriers  Breaking the ice  Technology  DISTRIBUTION

10. copyright © 2005 Mobile People www.mobilepeople.com Slide 10 The Vision - 2008  20% of ’Local Search’ via mobile  Remarkable new revenue opportunities  Mobile Operators focused on carrier role  Mobile presence for all ’LS’ providers