1. Private & Confidential – Copyright Addictive Ltd 2011 HELPING BRANDS PROFIT FROM THE DECADE OF MOBILE

2. Private & Confidential – Copyright Addictive Ltd 2011 Mary Meeker – Morgan Stanley – April 2010 “Rapid Ramp of Mobile Internet usage will be a boon to consumers & some companies will likely win big (potentially very big) while many will wonder what just happened”

3. Private & Confidential – Copyright Addictive Ltd 2011 This used to be the centre of our world

4. Private & Confidential – Copyright Addictive Ltd 2011 Now It’s This

5. Private & Confidential – Copyright Addictive Ltd 2011 CLOUD COMPUTING CHANGES EVERYTHING

6. Private & Confidential – Copyright Addictive Ltd 2011 CLOUD COMPUTING CHANGES EVERYTHING

7. Private & Confidential – Copyright Addictive Ltd 2011

9. CLOUD COMPUTING CHANGES EVERYTHING

10. Private & Confidential – Copyright Addictive Ltd 2011 “ANY SUFFICIENTLY ADVANCED TECHNOLOGY IS INDISTINGUISHABLE FROM MAGIC” Arthur C. Clarke

11. Private & Confidential – Copyright Addictive Ltd 2011 Morgan Stanley believe each computing cycle is 10 times bigger than the last So mobile web is potentially 10 times bigger than the PC internet Morgan Stanley believe each computing cycle is 10 times bigger than the last So mobile web is potentially 10 times bigger than the PC internet

12. Private & Confidential – Copyright Addictive Ltd 2011 The iPhone changed everything

13. Private & Confidential – Copyright Addictive Ltd 2011

14. c70% of sales are Smartphones

15. Private & Confidential – Copyright Addictive Ltd 2011

16. THE IDEA OF THE FIXED PHONE LINE BEMUSES KIDS

17. Private & Confidential – Copyright Addictive Ltd 2011 THE FIXED WEB WILL SOON SEEM EQUALLY ODD THE FIXED WEB WILL SOON SEEM EQUALLY ODD

18. Private & Confidential – Copyright Addictive Ltd 2011

19. “The new rule. Mobile First” Eric Schmidt –Google

20. Private & Confidential – Copyright Addictive Ltd 2011 “We found out that we were the largest [mobile company] in the world measured by revenue. So yes, you should look at Apple as a mobile device company," Tim Cook – COO Apple

21. Private & Confidential – Copyright Addictive Ltd 2011 Facebook have 350m mobile users & talk of reaching billions…

22. Private & Confidential – Copyright Addictive Ltd 2011

23. F8 - Mobile & Social merge

24. Private & Confidential – Copyright Addictive Ltd 2011

25. MOBILE IS DISRUPTIVE

26. Private & Confidential – Copyright Addictive Ltd 2011 People Physical Places Promo’s Devices THE NEW 4Ps OF MARKETING

27. Private & Confidential – Copyright Addictive Ltd 2011 Places

28. Private & Confidential – Copyright Addictive Ltd 2011 SMS as web command People

29. Private & Confidential – Copyright Addictive Ltd 2011 Physical 10 million mobile shoppers in the UK in December alone. Mobile will influence up to $110 billion in sales in Europe

30. Private & Confidential – Copyright Addictive Ltd 2011 Physical

31. Private & Confidential – Copyright Addictive Ltd 2011 Square Physical

32. Private & Confidential – Copyright Addictive Ltd 2011 Mobile Couponing Promo’s

33. Private & Confidential – Copyright Addictive Ltd 2011 O2 signs Starbucks & L’Oréal for location-based mobile offers Promo’s

34. Private & Confidential – Copyright Addictive Ltd 2011 People

35. Private & Confidential – Copyright Addictive Ltd 2011 FUTURE. NOW

36. Private & Confidential – Copyright Addictive Ltd 2011

38. 15% of all US searches are mobile “Mobile users are more prone to take immediate action. People searching on mobile have a higher intent. The time between intent and action has been narrowed. ”

39. Private & Confidential – Copyright Addictive Ltd 2011

40. 80% of brand sites are closed to mobile browsers

41. Private & Confidential – Copyright Addictive Ltd 2011 The opportunity; $50 billion

42. Private & Confidential – Copyright Addictive Ltd 2011 DEEP DIVE - TESCO

43. Private & Confidential – Copyright Addictive Ltd 2011 Loyalty card on mobile

44. Private & Confidential – Copyright Addictive Ltd 2011 QR codes instore

45. Private & Confidential – Copyright Addictive Ltd 2011 QR codes in ads

46. Private & Confidential – Copyright Addictive Ltd 2011 Range of apps

47. Private & Confidential – Copyright Addictive Ltd 2011

51. In store navigation?

52. Private & Confidential – Copyright Addictive Ltd 2011 Tesco app ad

53. Private & Confidential – Copyright Addictive Ltd 2011 FRICTION

54. Private & Confidential – Copyright Addictive Ltd 2011 IT’S COMPLICATED….

55. Private & Confidential – Copyright Addictive Ltd 2011 IT KEEPS CHANGING…

56. Private & Confidential – Copyright Addictive Ltd 2011 MOST ADVISORS STILL DON”T GET IT OR ARE SELLING THEIR TECH

57. Private & Confidential – Copyright Addictive Ltd 2011

58. simon@addictivemobile.com mobilefix@addictivemobile.com @addictivemobile