1. International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com

2. Bryan Stockwell – Mobile Commerce “What consumers want on mobile, and how are they going to get it”

3. Monetised Search API – live implementations We handle >5 million searches per week – UK & US

4. ‘By Road’, ‘Find&Seek’ & ‘Find&Seek’ ‘toptable’, ‘Film’, ‘What’s On’ WAP Widget WAP SMS WAP SMS Widget Java Local Search (UK) Travel (UK) Nov05 Dec03 Jun02 Jul06 Oct08 Jun08 Apr08 Dec06 Nov05 Apr08 Live Service & Content CustomerService nameType Jul03/Jun07 Aug03 May09 Directions ‘NearMe’ ‘Going Out Guide’ – cross network ‘Local Info’ ‘Thomson Local’ ‘Out&About’ ‘Find my Nearest’ ‘RoadWatch’ ‘Traffic & Travel’ ‘By Air’ ‘Keep Moving’ WAP ‘RoundU’ – cross network Local Search Apr09 Nov04 / Jul08 May09

5. Search volumes on the rise

6. –Operator portals now link to off-portal sites –Flat rate data tariffs encourage usage –Search volumes are growing –Live: Orange/Vodafone/3/T-Mobile/O2/Virgin Total market c45m searches per month est. 8m-10m searches via G, rest via Y! Operators have >85% of all searches Search volumes on the rise

7. Tuesday, 30 June 2009© Mobile Commerce Ltd 2009 What are users searching for?

8. What are users doing when?

9. How often?

10. What are they using? Mobile Internet 11.3m use monthly –28% up year on year (June 2009: ComScore) Mobile Applications 600k use monthly –1724% up year on year (June 2009: ComScore)

11. App Stores Galore Apple App Store Vodafone Apps Shop Google Android Market GetJar Palm Pre App Catalog Blackberry App World Orange Portal LG Application Store Nokia Ovi Store Samsung Application Store Sony Ericsson PlayNow Store Telefonica MStore Windows Mobile Marketplace Develop many times – one size doesn’t fit all

12. Mobile Internet v Mobile ApplicationsHow to find Apps 1) Built for apps – you can’t miss it

13. Mobile Internet v Mobile ApplicationsHow to find Apps 1) Built for apps – you can’t miss it 2) Pre-loaded app - Easy to find

14. Mobile Internet v Mobile ApplicationsHow to find Apps 1) Built for apps – you can’t miss it 2) Pre-loaded app - Easy to find 3) It’s in there somewhere….

15. Mobile Applications Apple > 100 million d’loads in first two months 1.5 billion after one year –It’s Apple, sleek smooth design/delivery –Developers dream –Easy billing & commercials –All you can eat data Nokia Nokia c. 10million Ovi d’loads in first 3 months –Performance issues early on –Users must download the store to the handset (@03Sep09) –Carrier billing

16. Discovery becomes the focus

17. Rotating promotional banners

18. In-service promotion(Free) Text campaign(Paid) Banner ads(Paid) Text links (Paid) Search Sponsored listings(Paid) Search Backfill (Free) Discovery becomes the focus

19. OperatorBanner Ads Text LinksOff-Portal Sponsored Listing WAP/WEB backfill VodaYahoo! Google O24 th Screen media NoneYahoo! Orange NoneYahoo! T-MobileYahoo!NoneYahoo! 3 NoneYahoo! Discovery on UK Mobile Operators

20. Paid for banner ads/text links

21. Sponsored results Sponsored results – paid & free Natural / Free results

22. bryan.stockwell@mobilecommerce.co.uk What consumers want on mobile, and how are they going to get it? 118 Conference