IDG MOBILE SURVEY 2014 WORLDWIDE B2B

IDG MOBILE ADVISORY BOARD MIRZA FUR CO-FOUNDER, KINGPIN COMMUNICATIONS JAMES FOULKES CO-FOUNDER, KINGPIN COMMUNICATIONS SETH HART GLOBAL MEDIA DIRECTOR, STARCOM JON HOOK HEAD OF MOBILE, MEDIACOM VALENTINA PETTENATI DIRECTOR EMEA+MEE INTEGRATED MEDIA, GLOBAL MARKETING SAP TAMINA PLUM GLOBAL CLIENT SERVICES DIRECTOR, ZENITH OPTIMEDIA CHRIS CARMICHAEL DIRECTOR, MEDIA & DIGITAL MARKETING, HEWLETT-PACKARD

IDG MOBILE SURVEY METHODOLOGY SURVEY METHOD COLLECTION:ONLINE SURVEY NO. QUESTIONS:49 (INCL. DEMOGRAPHICS) INCENTIVE:iPAD MINI SURVEY SAMPLE FIELD WORK:MARCH - MAY 2014 MAJOR REGIONS:6 COUNTRIES:43 IDG WEBSITES:189 NUMBER OF RESPONDENTS WORLDWIDE:23,556 WW B2B:6,418

THE MOBILE EVOLUTION

MOBILE EVOLUTION: OUR LIVES

EVOLUTION OF THE LIVING ROOM YOU SCREEN… I SCREEN… WE ALL SCREEN Q9.WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE) Q33.WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE) Q34.WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE? USE TABLET & OTHER DEVICES 65%64% USE SMARTPHONE & OTHER DEVICES TABLETS ARE USED AT THE SAME TIME AS... TV / TELEVISION 86% SMARTPHONE 56% LAPTOP COMPUTER 45% DESKTOP COMPUTER 25% YESTERDAYTOMORROWTODAY TABLETSMARTPHONE

TV / TELEVISION SMARTPHONE LAPTOP COMPUTER DESKTOP COMPUTER YESTERDAYTOMORROWTODAY LA 55% 78% 65% 24% WE 42% 92% 52% 22% EE 45% 81% 50% 28% MEA 49% 79% 48% 16% NA 58% 89% 58% 34% EVOLUTION OF THE LIVING ROOM YOU SCREEN… I SCREEN… WE ALL SCREEN TABLETS ARE USED AT THE SAME TIME AS… Q34.WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE? APAC 43% 76% 63% 26%

EVOLUTION OF THE LIVING ROOM YOU SCREEN… I SCREEN… WE ALL SCREEN Q9.WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE) Q33.WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE) Q34.WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE? YESTERDAYTOMORROWTODAY 68% LA WE NA AP 69% 67% 65%67% 64%65% 62%64% EE LA EE AP NA MEA USE TABLET & OTHER DEVICES 65%64% USE SMARTPHONE & OTHER DEVICES TABLETSMARTPHONE MEA 56%61% WE

Q11.IN GENERAL ARE THE ACTIVITIES ON THE DEVICES RELATED OR UNRELATED? Q6.DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE? Q31.DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8.IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA? EVOLUTION OF THE LIVING ROOM MOBILE DEVICES ARE DISRUPTIVE... …AND HAVE CHANGED HOW WE SOCIALIZE UNRELATED ACTIVITIES ON MULTIPLE DEVICES 76% USAGE SOCIAL NETWORKING SITES OR APPS 83% SMARTPHONE 73% TABLET SMARTPHONE PRIMARY DEVICE FOR SOCIAL MEDIA 57% YESTERDAYTOMORROWTODAY

YESTERDAYTOMORROWTODAY USE SOCIAL NETWORKING SITES OR APPS 73% 83% USE SOCIAL NETWORKING SITES OR APPS EVOLUTION OF THE LIVING ROOM MOBILE DEVICES ARE DISRUPTIVE... Q6.DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE? Q31.DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8.IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA? TABLETSMARTPHONE 86% LA WE AP EE 93% 81%90% 73%89% 71%81% 71%77% MEA LA AP WE NA MEA NA 70%75% EE

Q3.DO YOU WATCH VIDEOS ON YOUR SMARTPHONE? Q29.DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE? THE RISE OF VIDEO DRAMATIC INCREASE IN MOBILE VIDEO CONSUMPTION 10M APPLE TV UNITS SOLD IN 2013 YOUTUBE MOVIES PROMO VIDEOS HOW-TO-GUIDES WEBCASTS PRODUCT REVIEWS YESTERDAYTOMORROWTODAY VIDEO USAGE SMARTPHONE 61% 80% VIDEO USAGE TABLET 66% 89%

YESTERDAYTOMORROWTODAY WATCH VIDEOS 89%80% WATCH VIDEOS Q3.DO YOU WATCH VIDEOS ON YOUR SMARTPHONE? Q29.DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE? THE RISE OF VIDEO DRAMATIC INCREASE IN MOBILE VIDEO CONSUMPTION TABLETSMARTPHONE 93% LA NA WE AP 93% 92% 90%91% 89%79% 88%74% MEA AP LA NA WE MEA EE 87%71% EE

Q13.HAS YOUR SMARTPHONE REPLACED ANY OF THE FOLLOWING? Q36.HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING? EVOLUTION OF THE MEDIA LANDSCAPE MOBILE REPLACES TRADITIONAL MEDIA 52% 49% 27% 20% TABLETSMARTPHONE PRINTED NEWSPAPER PRINTED MAGAZINES LAPTOP COMPUTER DESKTOP COMPUTER TV 45% 35% 18% 17% 14% YESTERDAYTOMORROWTODAY

Q36.HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING? EVOLUTION OF THE MEDIA LANDSCAPE TABLET REPLACES TRADITIONAL MEDIA YESTERDAYTOMORROWTODAY PRINTED NEWSPAPER PRINTED MAGAZINE LAPTOP COMPUTER DESKTOP COMPUTER LA 39% 47% 50% 24% WE 21% 51% 44% 17% EE 37% 68% 67% 23% MEA 27% 54% 59% 30% NA 25% 54% 52% 19% APAC 32% 52% 50% 24% TV / TELEVISION 32%11%34%27%15%34%

LA EE Q14.DO YOU USE YOUR SMARTPHONE TO PURCHASE PRODUCTS OR SERVICES? Q37.DO YOU USE YOUR TABLET DEVICE TO PURCHASE PRODUCTS OR SERVICES? EVOLUTION OF THE WAY WE SHOP THE WORLD IN YOUR POCKET PURCHASES MADE VIA TABLETSMARTPHONE NA EE AP LA 75% 64% 60% 54% 53% WE YESTERDAYTOMORROWTODAY SMARTPHONE 58% TABLET 65% NA MEA AP 69% 64% 58% 57% WE MEA 52%56%

Q16.WHAT ARE THE MAIN REASONS FOR YOU NOT PURCHASING A PRODUCT OR SERVICE USING YOUR SMARTPHONE? EVOLUTION OF SECURITY REASONS FOR NOT PURCHASING ON THE SMARTPHONE 48% WEBSITE NOT MOBILE ENABLED 44% SECURITY CONCERNS 30% PRIVACY CONCERNS 28% COMPLICATED PAYMENT PROCESS YESTERDAYTOMORROWTODAY

MOBILE EVOLUTION: OUR BUSINESS

Q20.DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE? Q42.DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE? EVOLUTION OF HOW WE RESEARCH BUSINESS PRODUCTS VIA MOBILE C-LEVEL EXECUTIVE SUITE USE SMARTPHONEUSE TABLET 72% USE SMARTPHONE 86% USE TABLET YESTERDAYTOMORROWTODAY 78% 63%

YESTERDAYTOMORROWTODAY RESEARCH 78%63% RESEARCH EVOLUTION OF HOW WE RESEARCH BUSINESS PRODUCTS VIA MOBILE Q20.DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE? Q42.DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE? TABLETSMARTPHONE 88% LA NA AP EE 84% 85%74% 83%70% 78%69% 77%64% MEA AP NA EE LA WE 75%55% WE

Q22.WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE? Q44.WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE? EVOLUTION OF HOW WE RESEARCH BUSINESS IS BLEEDING INTO OUR LIVES BUSINESS PRODUCT RESEARCH SMARTPHONE % TABLET % IN THE EVENING 64 % 76 % WEEKENDS 42 % 56 % DURING COMMUTE 42 % 34 % YESTERDAYTOMORROWTODAY

Q21.WHEN RESEARCHING PRODUCTS OR SERVICES FOR YOUR BUSINESS, WHICH OF THE FOLLOWING ACTIVITIES DO YOU PERFORM USING YOUR SMARTPHONE? EVOLUTION OF THE OFFICE A VARIETY OF CONTENT IS CONSUMED VISIT VENDOR SITES FOR PRODUCTION INFORMATION 65% COMPARE PRICES AND PRODUCTS 58% READ FEATURE ARTICLES ABOUT TRENDS & STRATEGIES 57% BROWSE AND PARTICIPATE IN FORUMS & SOCIAL NETWORKS 50% WATCH VIDEOS 49% READ CASE STUDIES 49% READ WHITEPAPERS 45% READ ANALYST REPORTS (IDC, GARTNER ETC.) 37% WATCH WEBCASTS/WEBINARS 29% YESTERDAYTOMORROWTODAY ACTIVITIES PERFORMED WHEN RESEARCHING PRODUCTS FOR BUSINESS ON THE SMARTPHONE

Q23.HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED FROM A RETAIL OUTLET? Q24.HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER? Q45.HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED FROM A RETAIL OUTLET? Q46.HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER? EVOLUTION OF HOW WE MAKE IT PURCHASES THEY RESEARCH ON CONNECTED DEVICES & BUY TRADITIONALLY YESTERDAYTOMORROWTODAY 62% SMARTPHONE RESEARCH & RETAILER PURCHASE 82% SMARTPHONE RESEARCH & PURCHASE ON LAPTOP/DESKTOP 66% TABLET RESEARCH & RETAILER PURCHASE 78% TABLET RESEARCH & PURCHASE ON LAPTOP/DESKTOP

IT PURCHASE VALUE SMARTPHONETABLET $500+30%35% $5,000+6%7% Q25.DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE? Q27.HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR SMARTPHONE WITHIN THE LAST 6 MONTHS? Q47.DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE? Q49.HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR TABLET DEVICE WITHIN THE LAST 6 MONTHS? EVOLUTION OF HOW WE MAKE IT PURCHASES B2B C-LEVEL EXECUTIVE SUITE 56% 47% PURCHASE IT PRODUCTS ON SMARTPHONE OR TABLET YESTERDAYTOMORROWTODAY

Q25.DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE? Q47.DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE? EVOLUTION OF HOW WE MAKE IT PURCHASES YESTERDAYTOMORROWTODAY TABLETSMARTPHONE 59% MEA LA EE NA 58% 56% 50% 44%42% 44%40% AP MEA LA NA EE AP WE 30%28% WE

Q17. DOES A POOR MOBILE EXPERIENCE E.G. SITE DIFFICULT TO NAVIGATE: BRAND IMAGE PROTECTION IN THE NEW WORLD EVOLUTION OF BRAND MARKETING A BAD MOBILE EXPERIENCE… 54% MAKES THEM LESS LIKELY TO BUY FROM A BRAND 52% MAKES THEM LESS LIKELY TO ENGAGE WITH THE BRAND 41% HAS A NEGATIVE IMPACT ON THE COMPANY’S BRAND IMAGE

TODAY OMNICHANNEL OMNICHANNEL RESPONSIVE DESIGN ALWAYS ON ALWAYS ON DATA TARGETING VIDEO VIDEO HIGH QUALITY CONTENT DISRUPTION DISRUPTION CHANGE OF MINDSET

THANK YOU CHRISTINA CARSTENSEN GROUP CLIENT BUSINESS DIRECTOR T| M| E |