BBAA CONFERENCE 2011 MAYBE MOBILE?

2 VIRTUOUS CIRCLE FINALLY CATCHING ON

3 SMARTPHONES CAN DO EVERYTHING Internet Users (bln) Source: Broker Research Shift to SmartphonesMobile Internet Users Overtaking Desktop Diverse Content Consumption on Mobile Devices

4 GROWTH SEEMS TO BE EVERYWHERE ($ bln) Source: Gartner CAGR 46% ($ bln) Source: Juniper Research; Internal analysis CAGR 41% * Excluding NFC and other forms of mobile proximity Source: Yankee Group, Informa, MEF, Internal analysis (€ bln) CAGR 11% Global Mobile Entertainment – D2CGlobal Mobile Marketing Spend Global Number of Mobile SubscribersGlobal Mobile Payment*

5 BUT COMPLEXITY IS HIGH Android is Catching Apple in Operating System Market Share Worldwide Mobile Market Share by Operating System ( ) Source: Broker Research Note: Relates to smartphone only Source: AdMob Note: Relates to both smartphone and featurephone  Massive proliferation in devices and operating systems  Consolidation in to one portable device is not happening – quite the opposite!  Launching content and services in to this spaghetti of technology is expensive and difficult  Massive competition as operators, handset vendors, retailers and media groups fight for share

6 HTML5 WILL CHANGE APP LANDSCAPE Mobile Browser Internet vs. Apps – Share of US Mobile Subscribers* % of Apps Developed for a Native Platform Source: Gartner  Mobile internet browsing is the most popular feature on smartphones  HTML5 is a disruptive standard with many advantages over Apps for graphics, video and UI  Users will not need to download to have a seamless app-like experience via HTML5  HTML5 also offers more opportunities for mobile payments  HTML5 will drive the explosion of mobile entertainment, marketing and commerce, reducing the impact of Apps in the mobile world Source: comScore Feb 2011 *Excluding Text Message iPhone, Safari browser Alternative platforms and browsers (e.g. Android) HTML5 working subset stable Web app stores 4G connectivity MILESTONES Decreasing reliance on Apps developed for Native Platforms such as iOS

7 MOBILE PAYMENTS – EXCITING BUT CROWDED SPACE

8 MOBILE AD NETWORKS – NEW ENTRANTS SHOW PROMISE

9 EBOOKS – OPPORTUNITIES IN SOFTWARE STACK

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