Lumi mobile tv engagement & insight

March 2011www.lumimobile.com

Antena 3Real-time Television Insight & Engagement

© Lumi Technologies Inc. 2011Proprietary & Confidential

We Provide Tools & Technologies That Engage Audiences and Help Generate Insights

• Lumi mobile’s technology is proven to generate significant audience insights around live broadcast events in truly real time

– Participating audiences watch the show for substantially longer, are more engaged, and enjoy their viewing experience more

– Participants freely share their opinions through a variety of mechanisms including moderated chat, voting, polling, “dial tests” and more

– Results are reported instantly allowing for further probing and testing during events

• Lumi’s technology runs across all mobile platforms including phones, tablets and even internet-connected TVs

• Lumi can support a wide range of mobile-enabled market research services in addition to real-time engagement events


Content• Lumi’s Live Engagement & Insight Technologies• Lumi Case Studies & Impact• About Lumi • Mobile Market Dynamics


Our Real-time Engagement & Insight Technology


Lumi Mobile Powers Real-time Interactivity

• We provide powerful real-time mobile interactive services

• Our mobile platform makes it simple to capture an audience’s reactions to and impressions of live TV / live events instantly

• Our system makes it possible to respond to events in real-time to cope with both scripted and unscripted or unanticipated moments

• The rich set of features ensures that all participants enjoy the research experience and want to continue to participate from beginning to end

• Data / results available instantly


We Create True, Real-time Interactivity

Television Television Audience Audience

Traditional interactivity is one-way: choose your show, text a vote

Two way interaction allows viewers to play along in latency-free real time and see the results broadcast


Features to Support Live TV Engagement & Insight

Select Lumi Mobile Application Framework Features • User profile / data capture• Timer / countdown• Chat, trace, vote, rate, comment, etc. • Real-time push or management of content,

questions, and more• Millisecond application responsiveness• Instant return of audience results, comments,

and feedback• Moderator push announcements• Push alerts including custom sounds, phone

buzzing, flashing, etc• Delivery of additional content (pictures, text,

video)• Facebook, Twitter or closed social network

integration• Competitions

Lumi Server Platform• Secure, scalable client

handler• Content reformatting &

push• Real-time push / pull

management• Real-time results / score

calculation• Operator dashboard• Statistical dashboard• Data export• Integration with 3rd party

systems


We Test Thoroughly to Ensure High Degree of Usability


Our Passive Mobile Tracking can Provide a Rich Dataset on Actual Use & Behavior

Services include:

• Track complete phone usage

• Track ad exposure and responses to ads

• Capture screen information

• Follow chains of actions

• Track location and related information

• Passive listening tools can be incorporated

• Active surveys / questionnaires can be pushed to individuals based on actions, location, etc.

We Can Analyse Complete Mobile Phone Behavior to Provide a Powerful Source of Rich Insight


Television Engagement & Insight:Case Studies, Results and Experience


Our Experience Providing Real-time TV Engagement Experiences

Specific Experience ExamplesParticipation Television

• ABC Disney / Oscars 2011• ABC Disney / Dancing with the Stars 2011• STV / Sports Centre 2011• Mediaset 2010 – 11 • X Factor test (UK) 2010• Space Trainees (Nominated for Interactive

Emmy) 2010• Ask Birgitte (Golden TV Award Winner) 2009• PlayMe 2009• Winter Olympics 2006• This Week’s President 2005• Enigma / Probe (Award Winner – Cannes)

2004


Live, Real-Time Engagement & Dynamic Research: X Factor

• We delivered a mobile app with live opinion polling, moderated chat and predictive questions around the final of the show

• We provided real time interaction – multiple choice and 1:10 rating questions were scripted and “pushed” to the group based on events as they happened in the live broadcast and according to the audience chatter

• For panelists the experience was like a “mobilecast” that parallels the broadcast and enhancing the overall viewing experience

Context Fun Predict

Vote Results Worm

The X Factor Pilot ran live around the final episode of X Factor provided a range of features and generated significant insight:


Consumers Enjoy Using Our Technology: X Factor Pilot

Did participating in our mobile application make watching the show more or less enjoyable?

43%38%

12%3% 2% 2%

Source: Lumi Mobile December 2010


X Factor Pilot

200

100

50

150

19:00 22:00 20:00 21:00

Show endShow start

With X Factor we achieved 2 hours of continual engagement

We Have Demonstrated our Ability to Sustain Audience Engagement & Connectivity Over Long Periods:

Active Users

Actual show time


Our Full Range of Features Engaged Viewers

Users when asked what was their favorite feature show that it is the total system that is engaging – not any single feature

Percent Consumers Stating they Enjoyed Specific Lumi Engagement Features:

Sharing voting results Send back comments

*enjoyment = 7,8,9 or 10 on scale of 1 to 10

Sharing your commentsRating perform (single)

Fun and show quests Rating perform (trace) Comments from othersPre show questions

Moderator comments

77.7% 75.0% 75.9% 74.1%

68.8% 67.8% 67.0% 67.0%

65.2%


of participants said the application made watching the Oscars more enjoyable

Example:

Oscars Live Interactive Event Enhancing TV Viewing & Generating Audience Insight

ABC used Apollo technology to engage the OSCARS audience and interact with them in real-time

A combination of chat, polls, trivia, quizzes, competitions, advertising, and more were used to engage the audience as an overlay to the actual Oscars broadcast

said it would make them more likely to watch live TV events

Viewers using appcast enjoyed the experience at least 25% more than

nonuser viewers

92%

88%


Our “AppCast” service demonstrably enhanced the Oscars viewing experience

of users participated in each event (poll, trace, quiz, etc)

would have turned off the Oscars if they weren’t using AppCast

Participants made over 12 comments each

65%

85%of users said they would pay for AppCast

22%AppCast users watched the

Oscars 42% longer than non users

AppCast users enjoyed

the Oscars 50% more than non users


Ask Birgitte – Our Award Winning Children’s Game Show

About the Show / Game• YLE engaged Lumi

Mobile to create real-time mobile interactive features for tween / children’s show, “Urskita Birgitte”

• Thousands of home-based participants could play along on their mobile phone against their friends

• Show broadcast for a 20 episode season in Finland

• Won Best New Children’s Show in Finnish TV Awards, 2009


Mediaset – From Social Programme Guide, to Play-along Television

Services include:

• Social, interactive program guide where viewers can rate & share content

• Social networking integration including Facebook

• Vote for reality shows, play along with game shows such as Who Wants to be a Millionaire?

• Advertising & promotions on mobile linked to TV ads – e.g. link to “Where to Buy”

• Service went live in April 2010 and jumped to the top 10 downloads in Italy


About Our Company


We Power Unparalleled Real-time Interactivity

• We provide real-time mobile interactive services

• Our mobile CMS platform delivers and captures rich media content, powers promotions, games, polls & voting, and other end-user services on any device type and opens up new revenue streams for our clients

• Data available instantly

• Easy to incorporate 3rd party technologies to provide richest research solutions

• Strong 7 year track record in participation television


About Us

• Founded in 2008. London-domiciled, VC-backed. Offices in New York and Finland

• Winner of 3 Technology Strategy Board grants for innovation

• Awarded by UK Trade & Industry – one of the top UK innovators in mobile technology 2011

• Provides massively scalable, latency-free interaction across users & device type

• Updates the application services in real time with push / pull services and notifications

• Facilitates forensic data analysis and insight


Why Work With Us?

We provide proven, robust technology that:

• Enhances interactions between media owners, brands and consumers

• Provides demonstrably stickier experience that maximizes engagement, exposure, and ratings

• Helps generate ancillary revenue streams with superior economics (no fees to operators) vs premium SMS

• Delivers measurable advertising, sponsorship, and direct-marketing offers


Our Platform was Built Specifically to Function Across all Device Types

Mobile Device• iOS (iphone, iPod Touch)• Android• Windows mobile• Nokia (all S40 and S60)• Sony Ericsson• LG S-class and derivatives• Samsung derivatives• RIM (Blackberry)

Other Platforms• Web-based Flash app• Facebook Application• Interactive TV• Tablets


Lumi Mobile TechnologyRunning on Any Mobile Device

Lumi Mobile Server 3rd Party Servers3rd Party Devices

Wifi/ Mobile Networks

Our technology platform works across platforms & networks, integrates with existing systems, and accommodates 3rd party technology & devices


Our Technology Platform Feature Set


Standard Components: User Configuration

• User profile setup

• User data capture including photos & user location via GPS or other services

• Countdown Timers & Event Reminders


Broadcast & Game Elements: Mediaset Example

• Script content & push content instantly

• Timers & countdown• Rich user interfaces• Show user score & group

scores• Show stats data• Deliver additional content

such as video, audio, images from simple to highly complex

• Multiple languages handled


Research & Participation Game Elements: Oscars Example

• Script content & push content instantly to all devices

• Real-time alignment with events on TV

• Real-time data processing

• Timers & countdown

• Rich user interfaces allowing different game inputs

• Show leaderboard

• Deliver additional content


Rich Interface Game Elements: King of the Game Example

• Script content & push content instantly

• Timers & countdown

• Rich user interfaces

• Show leaderboard

• Show stats data


Sample Operator Controls

• Create and deliver content, quizzes, etc. and push to all users instantly

• View & push tabulated results instantly

• Monitor activity


Data Processing, Scores, and Leaderboard Display

• Data can be processed and displayed from devices in fractions of a second

• Our system is architected to keep data very light where only bytes of data need be transmitted and this small amount of data can be processes very quickly


Our Real-time Engagement Features & Functions

Features Features

Deliver & Power Multi Platform Applications Security & User Authentication

Push New Content Anytime (Manual or Automated)

Countdown Timers

Real-time Synchronisation & Triggers Data Capture (User Profiles)

Real-time Data Crunching & Sharing of Statistics

Join Event Midway (if appropriate)

Online & Offline Functioning Push Delivery of and Handle Rich Content (including Video)

Community Features including Facebook Integration

Live & Asynchronous Activity Management

Proven High Capacity Service Delivery to all App Stores

Invite Friends In-Application Payment (credit card, debit card, and more)

Facebook, Twitter & other Social Media Integration

In-game Leaderboard & Realtime Audience Data Sharing


Our Platform Provides a Far Greater Range of Functionality to Support a Wider Range of Market Research Project Activities

Lumi Mobile Platform

Multimedia Capture &

Display

Barcode Scanning

Realtime Survey /Feature Updating

Realtime Data Capture

/Analytics

Realtime Interaction

Tools

Passive TrackingInterior

GPSIn-Mobile Incentive Payment

Passive Data

Capture

Passive & Active Reminder System

Backend Location Data

Analysis

Augmented Reality

User Authentication

3rd Party Device Integration

(e.g. biodata devices)

Executive Mobile Results Dashboard


Mobile Market Dynamics


• Mobile is the fastest growing technology market ever

• Developing for the mobile ecosystem is complex, expensive, and time consuming

• Consumers don’t all have the same device or the same needs – hard to serve them all well


Health Technology Challenge

• Mobile is the fastest growing technology market ever

• Developing for the mobile ecosystem is complex, expensive, and time consuming

• Consumers don’t all have the same device or the same needs – hard to serve them all well



People are Using Their Mobile Phones For All Sorts of Non Call Tasks – Groups Who Have Less Access to PCs Use Mobiles Even More


Mobile Market Research Technology Challenges - Summary

• Mobile is the fastest growing technology market ever – it is now surpassing PCs in sales and in terms of internet usage penetration across all ages and incomes

• Developing for the mobile ecosystem is complex, fragmented, and time consuming

• Consumers don’t all have the same device or the same needs – but any mass-market or representative service needs to serve them all

Rolfe [email protected] +1 917 693 3541UK +44 7879627439

Date post:	19-Oct-2014
Category:	Technology
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