1. July 2007 21 Markets 10,000 respondents

2. WHAT’S IN YOUR BAG?

3. 3 UM Global Anytime Anyplace August 2007 EVERYBODY’S BAG http://www.flickr.com/groups/whats_in_your_bag/pool/

4. 4 UM Global Anytime Anyplace August 2007 2.5 bn Mobile Phone Users 200 m Laptops 350 m Media Players 400 m Digital Cameras Source: Informa Telecoms and Media July 2007 / Emarketer / Instat UNPRECEDENTED ACCESS

5. 5 UM Global Anytime Anyplace August 2007 COMMERCIAL APPLICATION NOT LIVING UP TO THE HYPE ADVERTISING MOBILE MARKETING MONETISATION OF CONTENT DISTRIBUTION OF MEDIA

6. 6 UM Global Anytime Anyplace August 2007 GOAL OF RESEARCH: UNDERSTAND HOW TO DELIVER THE POTENTIAL Establish current usage, attitudes and future demands of consumers in 3 key areas CONTENT MARKETING COMMUNICATIONS PLATFORMS

7. 7 UM Global Anytime Anyplace August 2007 RESEARCHING THE CONNECTED GENERATION 10,000 respondents worldwide The key group to understand the mobility landscape Research conducted via Intuition, UM’s online research tool Representative panellists provided by Ciao 2.5bn Mobile 1.3bn Online 1.2bn Connected Universe CONNECTED GENERATION = 16-54 Mobile Phone & Internet users

8. 8 UM Global Anytime Anyplace August 2007 Australia China Singapore Malaysia Thailand Philippines Taiwan France, Germany, Greece, Italy, Spain, UK, Russia South Korea USA Mexico Brazil Japan India Pakistan MARKETS CHOSEN FOR STRATEGIC IMPORTANCE 21 Markets = 690m Connected

9. 9 UM Global Anytime Anyplace August 2007 WHAT DID WE FIND OUT ABOUT THE CONNECTED GENERATION? Access is universal world-wide Developed Asian markets and Europe driving usage of portable technology Mobile phones evolving from voice to data devices In Japan just 24% of mobile usage is phone calls 3g phones are most in demand portable device worldwide 43% want to adopt 66% have a portable music or media player 28% have a portable gaming machine 45% have a laptop

10. 10 UM Global Anytime Anyplace August 2007 Portable technology is driving the creation of user- generated content Consumers opt for rich media content Music, films and games are the most popular Users prefer branded and sponsored content Branded content followed by sponsorship are the most popular of all advertising formats 81% have a digital camera 76% use a camera phone WHAT DID WE FIND OUT ABOUT THE CONNECTED GENERATION?

11. PLATFORMS

12. 12 UM Global Anytime Anyplace August 2007 When you leave the house which of the following devices do you take with you? Owners of device only, Global Results MOBILE PHONES ARE THE LEAD DEVICE

13. 13 UM Global Anytime Anyplace August 2007 DIGITAL CAMERAS LEAD THE WAY Which of the following devices do you own? Global Average

14. 14 UM Global Anytime Anyplace August 2007 MULTIPLE DEVICE OWNERSHIP IS THE NORM How many devices do you own? Owners of device only, Global Results

15. 15 UM Global Anytime Anyplace August 2007 CONNECTED GENERATION: ACCESS IS UNIVERSAL Adoption level by market

16. 16 UM Global Anytime Anyplace August 2007 ADOPTION DRIVEN BY YOUNGER SEGMENTS

17. 17 UM Global Anytime Anyplace August 2007 USAGE IS CONSTANT OUT OF HOME Thinking about the following occasions - when do you normally use the following portable devices? Global Results

18. 18 UM Global Anytime Anyplace August 2007 DRIVING DUEL MEDIA CONSUMPTION AT HOME Thinking about the following occasions – when do you normally use the following portable devices? Global Results

19. 19 UM Global Anytime Anyplace August 2007 3G IS THE MOST INDEMAND DEVICE Which of the following devices do you plan to purchase? Global Average

20. CONTENT

21. 21 UM Global Anytime Anyplace August 2007 MOBILE: PHONES MOVING BEYOND VOICE How often do you use your phone? Global Average

22. 22 UM Global Anytime Anyplace August 2007 JAPAN LEADS TRANSITION TO DATA Share of phone usage occasions

23. 23 UM Global Anytime Anyplace August 2007 UGC ENABLERS TOP USAGE What have you done on your mobile phone?

24. 24 UM Global Anytime Anyplace August 2007 JAPAN DRIVING THE FUTURE MOBILE Searched for Directions Watched TV on Your Mobile

25. 25 UM Global Anytime Anyplace August 2007 BEYOND MOBILE: ALL PLATFORMS IN DEMAND Which types of entertainment or information would interest you most on the following devices? Global Average

26. 26 UM Global Anytime Anyplace August 2007 MUSIC DOMINATES OUT OF HOME Thinking about the following types of entertainment and services that you may watch or listen to on a portable device, where do you consume them? Global Average

27. 27 UM Global Anytime Anyplace August 2007 DUAL MEDIA CONSUMPTION IS COMMON Thinking about the following types of entertainment and services that you may watch or listen to on a portable device, where do you consume them? Global Average

28. 28 UM Global Anytime Anyplace August 2007 UGC CONTENT IS NOT APPEALING What types of topics of entertainment and information are you interested in on any portable device? Global Average (Where 1 = Not at all interested and 5 = Very interested)

29. 29 UM Global Anytime Anyplace August 2007 MUSIC, FILMS AND GAMES HAVE MOST VALUE Which of the following type of media for portable devices are you willing to pay for? (Where 5 = definitely pay for 1 = definitely not pay for)

30. 30 UM Global Anytime Anyplace August 2007 Sourcing Content: Which of the following have you done in the last 6 months? Global Average BUT LITTLE MONETISATION YET

31. MARKETING COMMUNICATIONS

32. 32 UM Global Anytime Anyplace August 2007 FORMATS THAT CREATE ACCESS TO CONTENT MOST VALUED “What is your opinion of the following types of advertising?” Global Averages

33. 33 UM Global Anytime Anyplace August 2007 ADS WITH CLEAR BENEFIT MOST FAVOURED “What is your opinion of the following types of advertising?” Global Average

34. 34 UM Global Anytime Anyplace August 2007 EMERGING MARKETS MOST OPEN TO ADVERTISING ON PORTABLE DEVICES “What is your opinion of the following types of advertising?” Global Average

35. 35 UM Global Anytime Anyplace August 2007 BRANDED CONTENT: MUSIC, EVENTS, FILM ARE MOST IN DEMAND If an advertiser or brand were to provide the following types of media content to you for no charge, which would you be most interested in? Global Average (Where 5 = very interested 1 = no interest)

36. FULLFILING POTENTIAL

37. 37 UM Global Anytime Anyplace August 2007 FULLFILLING POTENTIAL Shift away from interruptive formats of the past Define a more positive relationship with consumers by creating or provide access to content, applications and services that consumers want Consumers are in control of their content choices making it harder to maintain heavy use of interruptive ad formats Leverage the network Portable platforms like social media have created new avenues to distribute content on a global scale without the high entry costs or global Viral is important

38. 38 UM Global Anytime Anyplace August 2007 FULLFILLING POTENTIAL Integrate with social media Increasingly connected people are sourcing content from social media platforms Users should be encouraged to move that content from desktop to devices Integrate mobile into the mix properly The mobile is the world’s number one technology platform and should be core Avoid interruptive formats and always have opt in Simplicity is the key

39. 39 UM Global Anytime Anyplace August 2007 FULLFILLING POTENTIAL Expect dual media consumption A surprising amount of portable media consumption happens at home while watching TV, listening to the radio or even while using the Internet Encourage user-generated content Portable technologies are driving user generated content on social media platforms Champion simplicity The things that become popular are the easiest to use

40. For more information contact: tom.smith@universalmccann.com