1 Innovation in Mobile Offline Advertisment MAM (Mobile Advertising Middleware) ProSyst Software GmbH Mobile Monday Frankfurt, October 2008

2 Why Mobile Ads are Powerful Click to Call i.e. the hotline Click to Locate i.e. vodafone life Click to Download i.e. brochure Click to Compete i.e. in online game Click to Receive i.e. an Click to Buy i.e. the vodafone DSL Click to Browse to advertiser’s site Click to Forward i.e. a link to a friend Click to Video i.e. an ads video High impression rate Some context information Direct back-channel Click to > Click to Vote i.e. for best service

3 Mobile Advertising Today Small reach (but growing) SMS/MMS & Mobile Internet Sites only Limitations: - User incentivisation - Leverage of unique phone features - Contextization

4 Circumstancial Incidental Passive Consumption MAM A new approach to mobile Advertising

5 Personal Contextual Beneficial Active Involvement MAM A new approach to mobile Advertising

6 MAM (Mobile Advertising Middleware) An innovative approach to Mobile Advertising

7 Introduction Mobile Marketing Channels Today Messa- ging Mobile Web In- App Video & TV Ads placement in mobile website Ads placement in- side applications Video ads & ads placement in TV (low penetration) Ad messages, ads attached to msgs SMS / MMS

8 Introduction MAM – a new mobile marketing channel! MAM Messa- ging Mobile Web In- App Video & TV Ads placement in mobile website Ads placement in- side applications Video ads & ads placement in TV (low penetration) Ad messages, ads attached to msgs SMS/MMS Direct data channel into mobile phone - Enables entirely new and powerful mobile ads use cases -

9 Introduction MAM in a Nutshell MAM Monetize the Idle Screen Advertise in Offline Mode 3G Push Ads without user Interaction (no SMS/MMS) Highly persona- lized Ads

10 MAM Key Features

11 Key Features Offline Ads  MAM shows ads without the phone to be online (ads are cached on phone)

12 Key Features User Context Information  MAM supplies more and qualitatively better user context information than mobile websites Quality Quantity User Context Information Mobile Websites Context Information: User preferences & information (if opt-in) Location Date & Time Installed applications Installed contents Usage patterns Device information

13 Key Features Ads Placement  MAM features various ads placement options on the phone – outside of the browser:  Popups & Tickers  Intersticials & Presticials  In-application ads PopupsTickerIn-AppAnimations  Push & Pull ads  Animated Ads: flying, turning, flipping

14 Key Features Ads Types  MAM supports various ads content types:  Banners (images, static or animated)  Videos (streamed, playback)  Sounds (streamed, playback)

15 Key Features Statistics  MAM supplies high-precision statistics and an ads impression rate of 100%  Ads are presented “on the fly”  Possible triggers for ads placements: - application launch & exit - keypad unlock - in-application ads triggers: - writing & receiving SMS messages - editing address book - etc.  Statistics provided per campaign, per user or user group, per device group, etc.

16 Key Features Dynamic In-Application Advertising  Developers get an API to pull ads from MAM into their applications.  Pulled ads content will depend on app context and information provided by the app  Example: The user can win a certain product (i.e. golf balls) if he reaches a specific level in the game (i.e. hole 18 under par)  Example: The Nascar app fetches and presents ads from car manufacturers  …

17 Value Proposition

18 Value Proposition Shared Value-Add  MAM enables value-add distribution among all parties of the value chain:  Subscribers  Operator  Advertisers  Developers Personalized Ads New Channel to Customers Personalized Ads Content Promotion Goody for MAM Activation New revenue stream Better reach New revenue stream

19 MAM Technology

20 MAM Technology How does MAM work? MAM Device Interface - Ads push/pull - Statistics DB Publisher Portal - Publish ads - Seek Statistics - Manage Campaigns Brands Publishers Agencies Ads push/pull Statistics MAM Extension Ads Server

21 MAM Technology MAM on the Phone  User opt-in  MAM feature activation according to what the user opts-in for  MAM provides a simple User Interface on the phone  User can enter preferences, personal info, interests, etc.  Push Mode  MAM pushes adds onto the User Interface depending on configurable events (i.e. user unlocks the phone)  MAM picks ad content depending on device context, user preferences, time, location, etc.  Rule-based ads placement and selection process  Rules are set at the server

22 MAM Technology MAM on the Phone, cont.  Pull Mode  MAM offers an API to application developers  Developers can pull context based ads into their apps at runtime by calling into this API and pulling content  MAM will register what app called the API and include that into the statistics  Implementation  Specific MAM client development per platform, varying features  S60, WinMobile, Java, Android, Qualcom, others

23 MAM Technology MAM on the Backend  Ads Server  Leverage existing ads server solutions & ecosystems  Integration with MAM extension required  MAM Extensions  Synchronization of MAM on-device database for ads  Opt-in registry & user preferences  Handling of MAM specific statistics  Etc.

24 ProSyst Footprint

25 ProSyst Footprint ProSyst Software GmbH  Pinoneer in embedded / mobile Java technology  Strong footprint in mobile handset development (Java, Nokia S60, Windows Mobile, Linux, Brew)  Privately held, Headquater in Cologne  130 Employees  References in mobile industry (customers & partners):

26 Contact Joachim Ritter Mobile: ProSyst Software GmbH Dürener Straße 405 D Cologne, Germany Tel Fax Member of:

27 References Slide 4 Photography: 045/365 Through the Train Window Author: stuartpilbrow Source: Flickr, Slide 5 Photography: Wine Menu Author: thehalfshow.com Source: Flickr, Slide 2 Photography: Horizont Author: over-bored Source: Flickr, Slide 3 Photography: Sun Rise Author: maco Source: Flickr,