1. DAVID ALLEN dra01@btconnect.com +44 7785-225447 or +44 7787-996099 @mobileengage http://uk.linkedin.com/in/davidallen181054/ Significant Background: Mobile Customer Engagement Tools: QR, Barcode, Datamatrix, NFC@Scanbuy/NeoMedia Customers: London Olympics, Coke, Pepsi, Daily Mail Group, VW Groupe, Skoda Motors, Mediacom, McDonalds… Bricks & Mortar Mobile Interface: 1 st mobile shipping app, mobile printing, mobile site dev.@EssentialAddress.com Customers: FedEx, SSA Infor, TAG Aviation, NHS, Vodafone, T-Mobile, Surrey Council(s), ASDA, John Lewis… Mobile Search & Retrieval: device search, active link search, e-discovery @e-Discovery Europe/Blackball Mobile Infrastructure: VoIP systems, structures, and interfaces; backbone investments@Swyx/Mobile projects Mobile Security: structural, backbone, and device, layer 3 security and up@Asita Mobile Collaboration: conferencing, web/systemic collaboration, data sharing@Evoke

2. APP MARKET SIGNIFICANT ISSUES  75+% internet search on mobiles/tablets now, up from 35% in 2 years; PC sales declining quickly  At start of 2013, 5% total advertising/marketing spend directed towards mobile, now have a “panic to be present”… So, what if you doubled mobile spending???  Inherent limitation of physical size: if you have someone throwing £2B at you, what would you do with it??? Where would you spend it even if you could???  Mobile Sites: 5-7 simple point-to-point tasks vs.  Mobile Apps: actually do things, very task oriented  Agency bias to early adopters: entertainment emerged into engagement and into value  Power of HTML 5 and “Agile” Programming  Emergence of App Complexity/ Requirement of Traditional IT Skill Sets

3. OPPORTUNITY  Into “easily connected” Wi-Fi enabled environments  Apps that Demand to Engage outside the home  Value to be added: Efficiency (do “it” cheaper/easier) vs. Enlarge Market (sell more)  Connections to other apps in direct proximitous “appmosphere” e.g. Universal  Connections to other business processes; cross platform real time usage e.g. Evernote  Evolving Customer Environments e.g. multi stage value  Markets that can be dominated e.g. Mobile Roadie  Apps that embed alternate functionality e.g. QR or barcode scanners or NFC or AR

4. IS IT BECOMING HARDER TO GET AN APP OFF THE GROUND? MOBILE MARKETER, Chantal Tode, 21 st March 2013  775,000 apps in the Apple App Store, Google Play about the same  Apple and Facebook are trying to filter out the spammy or less customer-focused apps  Opportunities remain, important to pick the right ones  Big opportunity with apps that try to improve users’ everyday workflow  Need to react to feedback once an app is live and quickly respond with updates  Developers need to have a budget of at least $100,000 per app per platform to be commercially successful???  Likelihood of success depends much more on treating the applications like products  Opportunity in less developed ecosystems such as BlackBerry and Windows Phone