1. GfK Retail and TechnologyGfK Network Intelligence Solution T. RufOctober 2011 GfK NIS - Network Intelligence Solution A network-centric solution to measure mobile Internet usage and user behavior

2. 2 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Wireless LAN Fixed network Mobile network Channel (access network) Device Activity (application, protocol) facebook.com google.com youtube.com cnn.com bbc.com rtl.de mediamarkt.de... Content (visited website) Wireless LAN Fixed network Desktops NIS approach is applicable also for WiFi and fixed access networks Web browsing Apps Search Advertising Basket Mobile network share of Internet users 2010  20-40% 2015  70-90% Mobile network share of Internet users 2010  20-40% 2015  70-90% Network-centric?... Mobile network Mobile phones Smart phones Laptops Tablets

3. 3 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 NIS overview GSM/UMTS network GSM/UMTS network NIS Online Portal (report download) NIS Online Portal (report download) Mobile operatorService providersEnd-users Operator services Internet GfK Data Storage NIS Online Analytics (custom analysis) NIS Online Analytics (custom analysis) Anonymous data NIS Probe Passive Extraction Real Time Anonymisation Census data collection Processing Engine NIS Mediation

4. 4 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Raw data – lots of processing to report user behaviour GET / HTTP/1.1 Accept: */* Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: cnn.com Connection: Keep-Alive HTTP/1.1 301 Moved Permanently Date: Mon, 08 Feb 2010 11:07:18 GMT Server: Apache Location: http://www.cnn.com/ Vary: Accept-Encoding Content-Encoding: gzip Content-Length: 226 Keep-Alive: timeout=2, max=10 Connection: Keep-Alive Content-Type: text/html; charset=iso-8859-1 GET / HTTP/1.1 Accept: */* Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: www.cnn.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:19 GMT Server: Apache Accept-Ranges: bytes Cache-Control: max-age=60, private, private Expires: Mon, 08 Feb 2010 11:08:17 GMT Content-Type: text/html Vary: User-Agent, Accept-Encoding Content-Encoding: gzip Content-Length: 23987 Keep-Alive: timeout=2, max=10 Connection: Keep-Alive GET / HTTP/1.1 Accept: */* Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: cnn.com Connection: Keep-Alive HTTP/1.1 301 Moved Permanently Date: Mon, 08 Feb 2010 11:07:18 GMT Server: Apache Location: http://www.cnn.com/ Vary: Accept-Encoding Content-Encoding: gzip Content-Length: 226 Keep-Alive: timeout=2, max=10 Connection: Keep-Alive Content-Type: text/html; charset=iso-8859-1 GET / HTTP/1.1 Accept: */* Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: www.cnn.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:19 GMT Server: Apache Accept-Ranges: bytes Cache-Control: max-age=60, private, private Expires: Mon, 08 Feb 2010 11:08:17 GMT Content-Type: text/html Vary: User-Agent, Accept-Encoding Content-Encoding: gzip Content-Length: 23987 Keep-Alive: timeout=2, max=10 Connection: Keep-Alive GET /cnn/.element/js/3.0/connect/connect-lite.js HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:17 GMT Expires: Mon, 08 Feb 2010 11:52:14 GMT Last-Modified: Tue, 12 Jan 2010 19:01:35 GMT Cache-Control: max-age=3600 Content-Type: application/x-JavaScript Accept-Ranges: bytes Server: Apache Content-Length: 68290 GET /cnn/.element/img/3.0/global/header/nav- beta.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:50:50 GMT Last-Modified: Fri, 23 Oct 2009 20:10:21 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 102 GET /cnn/.element/js/3.0/connect/connect-lite.js HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:17 GMT Expires: Mon, 08 Feb 2010 11:52:14 GMT Last-Modified: Tue, 12 Jan 2010 19:01:35 GMT Cache-Control: max-age=3600 Content-Type: application/x-JavaScript Accept-Ranges: bytes Server: Apache Content-Length: 68290 GET /cnn/.element/img/3.0/global/header/nav- beta.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:50:50 GMT Last-Modified: Fri, 23 Oct 2009 20:10:21 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 102 GET /cnn/.element/img/3.0/global/icons/video_icon.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:52:33 GMT Last-Modified: Fri, 23 Oct 2009 20:10:20 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 138 GET /cnn/2010/CRIME/02/08/illinois.victim.forgiveness/c 1main.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:12:54 GMT Last-Modified: Mon, 08 Feb 2010 08:45:28 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes GET /cnn/.element/img/3.0/global/icons/video_icon.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:52:33 GMT Last-Modified: Fri, 23 Oct 2009 20:10:20 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 138 GET /cnn/2010/CRIME/02/08/illinois.victim.forgiveness/c 1main.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:12:54 GMT Last-Modified: Mon, 08 Feb 2010 08:45:28 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 66362 GET /cnn/.element/img/3.0/personalization/arrow_up.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 12:05:14 GMT Last-Modified: Fri, 23 Oct 2009 20:10:04 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 49 GIF89a € ØØØÿÿÿ!ù, Œa«Ëã* ;GET /cnn/.element/img/3.0/global/shade/TR_shadow_10 00x6.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 12:04:25 GMT Server: Apache Content-Length: 66362 GET /cnn/.element/img/3.0/personalization/arrow_up.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 12:05:14 GMT Last-Modified: Fri, 23 Oct 2009 20:10:04 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 49 GIF89a € ØØØÿÿÿ!ù, Œa«Ëã* ;GET /cnn/.element/img/3.0/global/shade/TR_shadow_10 00x6.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 12:04:25 GMT Last-Modified: Fri, 23 Oct 2009 20:10:08 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 394 GET /cnn/.element/img/3.0/global/shade/BR_shadow_10 00x6.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:24:44 GMT Last-Modified: Fri, 23 Oct 2009 20:10:08 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 394 GET /cnn/.element/img/3.0/global/misc/filter.line.100px.g if HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive Last-Modified: Fri, 23 Oct 2009 20:10:08 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 394 GET /cnn/.element/img/3.0/global/shade/BR_shadow_10 00x6.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:24:44 GMT Last-Modified: Fri, 23 Oct 2009 20:10:08 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 394 GET /cnn/.element/img/3.0/global/misc/filter.line.100px.g if HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:23:12 GMT Last-Modified: Fri, 23 Oct 2009 20:10:16 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 49 GET /cnn/images/1.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Sun, 02 Feb 2020 00:56:38 GMT Last-Modified: Fri, 20 Apr 2007 13:13:15 GMT Cache-Control: max-age=315360000 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 43 GET /cnn/video/bestoftv/2010/02/07/nr.levs.viral.videos.c nn.120x68.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:23:12 GMT Last-Modified: Fri, 23 Oct 2009 20:10:16 GMT Cache-Control: max-age=3600 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 49 GET /cnn/images/1.gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Sun, 02 Feb 2020 00:56:38 GMT Last-Modified: Fri, 20 Apr 2007 13:13:15 GMT Cache-Control: max-age=315360000 Content-Type: image/gif Accept-Ranges: bytes Server: Apache Content-Length: 43 GET /cnn/video/bestoftv/2010/02/07/nr.levs.viral.videos.c nn.120x68.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:36:55 GMT Last-Modified: Sun, 07 Feb 2010 14:42:18 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 7991 GET /cnn/2010/images/02/05/tzvids.michael.bay.gi.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:14:53 GMT Last-Modified: Fri, 05 Feb 2010 21:44:23 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 2666 GET /cnn/2010/OPINION/02/06/zickar.terrorism.fooled/tz vids.sept.11.who.perform.gi.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:36:55 GMT Last-Modified: Sun, 07 Feb 2010 14:42:18 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 7991 GET /cnn/2010/images/02/05/tzvids.michael.bay.gi.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:14:53 GMT Last-Modified: Fri, 05 Feb 2010 21:44:23 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 2666 GET /cnn/2010/OPINION/02/06/zickar.terrorism.fooled/tz vids.sept.11.who.perform.gi.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 12:01:54 GMT Last-Modified: Sat, 06 Feb 2010 17:17:42 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 3983 GET /cnn/2010/images/02/04/sexy.hotels_cnn.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:52:15 GMT Last-Modified: Thu, 04 Feb 2010 21:44:08 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 19935 GET /cnn/2010/POLITICS/02/05/Obama.theologian/tzvids.reinhold.union.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 12:01:54 GMT Last-Modified: Sat, 06 Feb 2010 17:17:42 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 3983 GET /cnn/2010/images/02/04/sexy.hotels_cnn.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:52:15 GMT Last-Modified: Thu, 04 Feb 2010 21:44:08 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 19935 GET /cnn/2010/POLITICS/02/05/Obama.theologian/tzvids.reinhold.union.jpg HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:48:14 GMT Last-Modified: Fri, 05 Feb 2010 18:41:30 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 2297 GET /cnn/.element/img/3.0/global/misc/Numbers_Sprite. gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Cache-Control: max-age=3600 Date: Mon, 08 Feb 2010 11:07:22 GMT Content-Length: 3906 Content-Type: image/gif Expires: Mon, 08 Feb 2010 12:07:22 GMT Last-Modified: Fri, 23 Oct 2009 20:10:16 GMT Accept-Ranges: bytes Server: Apache Connection: keep-alive GET /cnn/.element/img/3.0/global/footer/pngs/footer_cn n_logo.png HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com HTTP/1.1 200 OK Date: Mon, 08 Feb 2010 11:07:21 GMT Expires: Mon, 08 Feb 2010 11:48:14 GMT Last-Modified: Fri, 05 Feb 2010 18:41:30 GMT Cache-Control: max-age=3600 Content-Type: image/jpeg Accept-Ranges: bytes Server: Apache Content-Length: 2297 GET /cnn/.element/img/3.0/global/misc/Numbers_Sprite. gif HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com Connection: Keep-Alive HTTP/1.1 200 OK Cache-Control: max-age=3600 Date: Mon, 08 Feb 2010 11:07:22 GMT Content-Length: 3906 Content-Type: image/gif Expires: Mon, 08 Feb 2010 12:07:22 GMT Last-Modified: Fri, 23 Oct 2009 20:10:16 GMT Accept-Ranges: bytes Server: Apache Connection: keep-alive GET /cnn/.element/img/3.0/global/footer/pngs/footer_cn n_logo.png HTTP/1.1 Accept: */* Referer: http://www.cnn.com/ Accept-Language: en-GB User-Agent: Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 6.1; Trident/4.0; SLCC2;.NET CLR 2.0.50727;.NET CLR 3.5.30729;.NET CLR 3.0.30729; Media Center PC 6.0) Accept-Encoding: gzip, deflate Host: i.cdn.turner.com 1 visit to www.cnn.com creates 150 HTTP requests and responses

5. 5 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Example collected meta data – filtering still needed

6. 6 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Multiple data reduction steps Gn traffic copy Extracted data Transferred data Stored data Reports and data 5-7 TB daily (1 Gbps) 30-70 GB daily ~10GB daily ~1 GB daily Few kB per report NIS Probe StarTrack Database NIS Mediator Processing Engine Reports Data Metadata extraction Noise filtering Aggregation Report generation

7. 7 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Figures and volumes Reporting DBRandT PanelNIS (only one operator!) Factor Fact table (rows per month)193,000,0004,267,000,00022 Fact table (rows per year)2,311,000,00051,202,000,00022 Storage uncompressed (GB per year)4603,5008 Storage compressed (GB per year)---440 Transfer Volume (Operator - GfK)Per Operator10 count. 4 operators each Raw data (GB compressed per month)2,10084,000 Raw data with advanced filtering (GB)381,500 NIS has with only one operator double of rows a month than all panel business a year! Advanced filtering compresses data with factor 55!

8. 8 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Future challenges NIS data volumes bigger than in retail business, and growing much faster Traffic volume in mobile networks 2x every 9 months (Source: Ericsson, Cisco) While no new operators participating >> data volume still doubles Challenges in data transfer to GfK Best effort over Internet vs. leased lines? Transfer to GfK within Nuremberg? Hosting at GfK’s access operator’s data center? Can database loading speed keep up? How long can we store the data (also a privacy limitation)? How large reports can be executed (time period, number of operators)?

9. 9 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Internet usage and user behaviour? Web browsing Application usage Search Online advertisement Demographics Device Where When Baskets Activity User Context Subscription

10. 10 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 NIS measure, dimensions, and facts – different from retail data Unique Visitors Site Visits Page Views Duration Visit Frequency Visit Recency Visit Days Visited Site Destination Site Referring Site Sub Category Site Group Main Category User Context New Visitors Returning Visitors Bounce Rate Browsing Sessions Site Entries Site Exits Site Visit Duration per Visitor Site Visit Duration per Visitor Site Visits per Unique Visitor Site Visits per Unique Visitor Page Views per Site Visits Page Views per Site Visits Page Views per Unique Visitor Page Views per Unique Visitor Visit Days REPORTING FACTS ACTIVITIES AND MEASURES REPORTING DIMENSIONS Socio-demographics Subscription Time Location Device

11. GfK Retail and TechnologyTitle of presentation Name of presenterDD Month YYYY NIS Hardware Hardware Overview

12. 12 GfK Retail and TechnologyNIS – HW and SW PlatformOctober 2011 Citrix Farm NIS Reporting Infrastructure (current) Sun Oracle Database Machine V2 Dispatcher GSE Client GSE Application Server GSE Client Request SQL GSE Client Custom-developed VB.Net application Citrix Farm 20 server citrix farm hosting client applications for NIS and standard business Dispatcher Custom-developed router and load balancer for GSE requests GSE Application Server Custom-developed reporting server resposible for translating client requests to SQL and processing of the results; farm of many servers for load balancing and failover purposes

13. GfK Retail and TechnologyTitle of presentation Name of presenterDD Month YYYY NIS Processing Process Overview

14. 14 GfK Retail and TechnologyNIS – HW and SW PlatformOctober 2011 Overview Architecture Oracle Exadata DBM Receiver Files Production Suite (Silverlight) Monitoring Configuration Enrichment Controlling Loading Process

15. 15 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 NIS Data Flow Flat Files (from Operator) Preprocessing DBFS Reporting NIS Processing PL/SQL Oracle Warehouse Builder STAGE Tables NIS Stage Loading Scripting Silverlight + PL/SQL ~ 2000 Files per server per day Expected data volume between 60 and 500 GB* unzipped per server per day Files are loaded via scripts into DBFS ~ 2000 Files per server per day Expected data volume between 60 and 500 GB* unzipped per server per day Files are loaded via scripts into DBFS Files are staged via PL/SQL packages Filtering and aggregation by applying complex business logic Automatic enrichment by applying regular expressions Only about 5 percent of the data enters reporting layer Filtering and aggregation by applying complex business logic Automatic enrichment by applying regular expressions Only about 5 percent of the data enters reporting layer Manual enrichment by adding masterdata and categorizing entities like web domains and web apps * estimated

16. 16 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 NIS Processing Control Flow Using Oracle Data Warehouse Builder for rapid data modeling and development From Raw Data to Refined Data From 370 Mio Data to 16 Mio Data per Day * Mean duration of processing all steps for one day is 3 hours * Processing Steps: (*) small Provider Session / HTTP Load Session & open Sessions Join Advertising & Sessions Join Searchwords & Sessions Join Volumns & Sessions HTTP & open HTTP Duration: < 45 min * Filtering Join HTTP & Sessions Application Response Code Referrer MIME-type File Extension Local Pause ad-Blocker Duration: < 90 min * Enrichment user session / unique visit domain classification apps classification device master Duration: < 10 min * Fact Loading Fact Activity Fact Volume Duration: < 30 min * UserSession & DomainVisits & Aggregation Calculate UserSession Calculate DomainVisits Aggregation on Domain Level Duration: < 10 min *

17. GfK Retail and TechnologyTitle of presentation Name of presenterDD Month YYYY NIS Reporting Reporting Overview

18. 18 GfK Retail and TechnologyNIS – HW and SW PlatformOctober 2011 Overview Architecture

19. 19 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 GSE Client Report Execution GSE Application Server RequestCollection BaseRequestCollection Cache MetricCalculator Key Group SQL Generation  Query Execution  Result Parsing Report Object Model (ROM) BaseResultCollection ResultGrid Global Filter Side Heading Top Heading

20. 20 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 03.01.2011-10.01.2011 Weekdays vs. Weekend Mobile and Smart Phones © by GfK-RT, www.gfkrt.comPRJ 96946 - RG 2005040 - RP 9728661 - ID 263453086 mysite newspaper 1 newspaper 2 newspaper 3 newspaper 4 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 ThursdayFridaySaturday Unique Visitors 0 20 40 60 80 100 120 140 160 180 200 220 240 260 mysite newspaper 1 newspaper 2 newspaper 3 newspaper 4 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 ThursdayFridaySaturday Site Visits 0 50 100 150 200 250 300 mysite newspaper 1 newspaper 2 newspaper 3 newspaper 4 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 ThursdayFridaySaturday Site Visit Duration (h) 0 2 4 6 8 10 12 14 16 18 20

21. 21 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Site Visits % 03.01.2011-10.01.2011 Mobile and Smart Phones cnn.com © by GfK-RT, www.gfkrt.comPRJ 107275 - RG 2040573 - RP 10052139 - ID 269210245 google.comfacebook.comyahoo.commsn.combing.comvodafone.comimages.google.comad-whirl.comweb-ask.comad-inside.comUnknown ReferrerOthers. 21,5 8,5 3,5 2,8 1,3 0,7 0,6 0,50,4 0,3 48,9 10,8

22. 22 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Unique Devices,Unique Devices % Mobile and Smart Phones © by GfK-RT, www.gfkrt.comPRJ 96946 - RG 1991625 - RP 9603676 - ID 262170165 Unique Devices 0 20 40 60 80 100 120 140 160 180 200 220 240 ( x 1. 0 0 0 ) 225.956,0 106.861,0 93.166,0 79.486,0 42.915,0 31.118,0 26.951,026.359,0 24.169,0 20.200,0 18.996,0 15.194,014.957,014.774,0 13.307,0 12.838,012.161,0 11.495,011.191,0 10.402,010.081,09.900,09.857,0 8.352,0 7.698,07.461,07.243,0 6.278,05.918,05.792,0 5.322,05.185,04.966,04.962,04.903,04.594,04.527,04.483,04.360,04.309,04.122,0 3.888,03.790,03.583,03.343,03.308,03.286,03.174,03.141,03.080,0 No.Device ModelUnique DevicesUnique Devices % Grand Total1.099.783100,0 1APPLE,IPHONE 3GS 16GB225.95620,5 2APPLE,IPHONE 3G 16GB106.8619,7 3APPLE,IPHONE 4 16GB93.1668,5 4SAMSUNG,S 5230 STAR79.4867,2 5SAMSUNG,I 5700 GALAXY SPICA42.9153,9 6SAMSUNG,I 9000 GALAXY S 8 GB31.1182,8 7SAMSUNG,SGH F 480 I TOUCHWIZ26.9512,5 8SAMSUNG,SGH F 48026.3592,4 9SAMSUNG,S 8500 WAVE 2 GB24.1692,2 10SAMSUNG,B 341020.2001,8 11BLACKBERRY,8520 CURVE18.9961,7 12SAMSUNG,I 5800 GALAXY 315.1941,4 13SAMSUNG,S 556014.9571,4 14NOKIA,5800 XPRESSMUSIC14.7741,3 15NOKIA,523013.3071,2 16BLACKBERRY,9700 BOLD12.8381,2 17SONY ERICSSON,XPERIA X1012.1611,1 18HUAWEI,U823011.4951,0 19HTC,DESIRE11.1911,0 20LG,KU990 VIEWTY10.4020,9 21SONY ERICSSON,W59510.0810,9 22SAMSUNG,S 56009.9000,9 23LG,GT540 OPTIMUS9.8570,9 24NOKIA,E718.3520,8 25SAMSUNG,S 8000 JET 2 GB7.6980,7 26SAMSUNG,I 7500 8 GB7.4610,7 27NOKIA,N97 MINI7.2430,7 28HTC,WILDFIRE6.2780,6 29NOKIA,E635.9180,5 30SAMSUNG,SGH F 4085.7920,5 31NOKIA,N955.3220,5 32LG,GW6205.1850,5 33SAMSUNG,S 3650 CORBY4.9660,5 34NOKIA,N974.9620,5 35HTC,TATTOO A32884.9030,4 36LG,KS3604.5940,4 37HTC,HD2 T85854.5270,4 38SONY ERICSSON,U5I VIVAZ4.4830,4 39LG,KP500 COOKIE4.3600,4 40BLACKBERRY,BOLD 90004.3090,4 41LG,GT5004.1220,4 42SONY ERICSSON,W9953.8880,4 43BLACKBERRY,8900 CURVE3.7900,3 44SAMSUNG,SGH U 6003.5830,3 45NOKIA,3600 SLIDE3.3430,3 46NOKIA,E723.3080,3 47ZTE,LINK3.2860,3 48SONY ERICSSON,W3953.1740,3 49NOKIA,6700 SLIDE3.1410,3 50SONY ERICSSON,XPERIA X10 MINI PRO3.0800,3 51Others129.84011,8 03.01.2011-10.01.2011

23. 23 GfK Retail and TechnologyGfK Network Intelligence Solution T. RufNovember 2011 Usage Intensity Metrics Mobile and Smart Phones © by GfK-RT, www.gfkrt.comPRJ 96946 - RG 1991627 - RP 9603773 - ID 262205922 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 Site Visits per Unique Visitors 2,0 2,5 3,0 3,5 4,0 4,5 5,0 5,5 6,0 6,5 IPHONE OS ANDROID SYMBIAN RIM 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 Site Visit Dur. (min) per Unique Visitor 5 10 15 20 25 30 35 IPHONE OS ANDROID SYMBIAN RIM 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 Page Views per Unique Visitors 0 20 40 60 80 100 120 140 160 180 IPHONE OS ANDROID SYMBIAN RIM 00- 01 01- 02 02- 03 03- 04 04- 05 05- 06 06- 07 07- 08 08- 09 09- 10 10- 11 11- 12 12- 13 13- 14 14- 15 15- 16 16- 17 17- 18 18- 19 19- 20 20- 21 21- 22 22- 23 23- 24 Byte Volume per Unique Users (MB) 0,2 0,4 0,6 0,8 1,0 1,2 1,4 1,6 1,8 2,0 2,2 IPHONE OS ANDROID SYMBIAN RIM 03.01.2011-10.01.2011