Presentation at mobileSQUARED Roadshow

Making it Personal

What is Personal Media ?

1040 person UK Study Q4

2008

personal

What is Personal Media ?

notice

• Technology is Persuasive‘the mobile phone is the most contextual, specific, location sensitive, timely and immediate

marketing tool ever created’BJ Fogg, Stanford

• and determines Action‘Interface Determines Action. If there was a red button in your home that every time you

pressed it you saved money, you would save more’Rory Sutherland, Ogilvy

• You need to be treat it differently‘There are a lot of ‘’new media’’ toys to play with these days, from our old friend, facebook,

to Augmented reality and more. To see a brand pop up uninvited in these environments where it does not belong is really annoying, But when a brand does it well, it works brilliantly’

Grant Parker, DDB

Making it Personal

You need to…

Make it Personal to Motivate to Persuade

Understanding the customer lifecycle

Acquisition

Revenue Stimulation

Loyalty & Retention

Phoenix

Strategy

JUMobile Applications Usage

60%

• are used before bed or waiting for someone or something

36%

• are recommended by a friend vs 21% by search

iPhone leads the way– 100,000 applications available

– 2 billion+ apps downloaded

– 3,000 iPhone apps are downloaded every minute

Small number of devices dominate

2010 is my year

Sources: Gartner June 2008, In-Stat 2007, comScore

Sources: Gartner June 2008, In-Stat 2007, comScore

Mobile Internet Usage

500m -> 1228m

• Growth in mobile Internet users from 2009 to 2012.

30% annual

• Smartphone growth through to 2012

40% of iPhone

• owners use their mobiles more than their computers to browse the Internet and generate 65% of web traffic

Smartphones driving take up

427% growth in social networking ‘08-’09

Who is the digital market consumer ?

Engaged (20%) Pragmatists (30%)

Economisers (8%)

Hesitants (31%) Resistors (9%)

The youngest segment; 58% are under 35

59% are aged between 35 and 64

The second- youngest segment; 52% are under 35

The second- oldest segment; 53% are 35- 64, and 29% are 65 or over

The oldest segment; 71% are 65 or over

57% are male 57% are female 51% are male 54% are female 54% are female

66% are ABC1 69% are ABC1 60% are C2DE 57% are C2DE 67% are C2DE

73% are working full- or part-time

70% are working full- or part-time

54% are not working 55% are not working 84% are not working

Source: Ofcom, May 2008

‘Useful’ ‘Usability’iPhone

Mobile in the marketing mix

Personal Media Opportunities

• MMS

• Applications

• Loyalty & Retention

• Off deck portals

Compass MMS Campaign (Vodafone)

Objective

• Compass is a personal navigation system for your mobile.

• Vodafone were looking to conduct a campaign to raise awareness and drive subscriptions to the Vodafone Compass application.

Solution

• TigerSpike designed and developed a mobile site that would provide information and capture the details of customers interested in Compass.

• 2 x MMS (aimed at pre and post-paid customers) sent to customers linked through to the mobile site.

• Data capture on mobile site sent 2 versions of EDM depending on version of MMS received (created using mms Id’s).

Results

• MMS was viewed by 17,000 Vodafone customers.

• 50% click through to site.

Vodafone Xmas MMS (Vodafone)

Objective

• Engage consumers with the Vodafone brand by promoting a fun, interactive user experience.

• Stimulate MMS revenues over Christmas period

Solution

• TigerSpike designed a user-generated content campaign; an integrated mobile, flash-based website and MMS competition

• Users sent MMS self-portraits to the Vodafone shortcode for the campaign, which were then uploaded to the Vodafone website. After logging on, the user was able to crop his/her image and apply the face to one of four festive character templates. This classy photo could then be downloaded to their mobile handset and sent off for the joy of holiday cheer

• TigerSpike handled the full strategy, concept development, design, development & implementation of the campaign

Results• Over 3,000 MMS submitted

• MMS revenue increase surpassed KPI’s by 200%

Street Idol (Telstra)

Objective• Drive conversion from other mobile carriers to Telstra 3G network by:

Leveraging sponsorship of Australian Idol Boosting awareness and usage of their new 3G video capability Expedite adoption of these services through excitement, trial &

incentives.

Solution• Tigerspike built a mobile video platform that allowed user made music videos

to be submitted by mobile phone or online. Videos were moderated and then posted to a gallery

• Users of the website could vote and comment upon videos with a weekly winner getting the chance to star in a commercial for Australian Idol

• TigerSpike also built a mobile karaoke application that allowed people to sing along to their favorite.

Results• Over 200k unique users

Average of 23 pages viewed per visitor

• Over 600k videos viewed – (40% submitted by mobile)

• The Streetidol program was touted to have aided the 3G handset upgrade program to Telstra subscribers

• Telstra extended the trial program to full roll out of a new video sharing platform to promote their 3G services.

iPhone Applications

#1 Paid Sports Application – September 09

Telstra AFL App – Video, fixtures, results

TigerSpike has developed a number of in-application advertising solutions driving both brand engagement and fulfilment,

• Ad banner serving into applications with rich analytics (opposite). Banners can be scheduled to pop up on screen according to pre-determined business rules,

• Application skinning whereby a background image is displayed (e.g. 1-2 seconds) for a determined period prior to content being loaded,

• Content driven advertising experiences to create a richer and more interactive advertising experience e.g. Product catalogue.

In-Application Advertising

• When navigating from one item of content to another, the user is presented with a 1-2 second interactive advertising element.

In-Application Advertising

• Content driven ad units presenting a product catalogue. The user tilts the iPhone to navigate through the products as they come closer. The user can touch any of the products to view information.

In-Application Advertising

Off deck portal

Loyalty and Retention

London

New York

Sydney

TIGERSPIKE

• SIX years experience.

• GLOBAL with offices in NEW YORK, LONDON, SYDNEY, SINGAPORE

• Run by 43 of us (and growing) (44 with the Tiger)

• Privately owned, debt free and organically funded

• Our global experience and our Innovation Lab keep us and our clients ahead

• We are a PERSONAL MEDIA COMPANY specialising in MOBILE

In Confidence

Who we are...

Singapore

Who we work with globally...

Terry Paleologos, Head of Mobile, TigerSpike are the most innovative company developing mobile applications. Their mobile technology teams are outstanding

Megan Brown , Group Manager, Digital Planning, TigerSpike are very good at finding creative solutions to problems as well as providing great input into strategy and direction

In Confidence

Annabel Hembry Head of Mobile,TigerSpike have been excellent in the scoping, planning, and delivery of services. They've added creative innovation to our services in conception and fulfillment.

Telco Expertise - Phoenix Platform total solution

• SMS / MMS / E-mail

• Applications

• Streaming media

• ARPU marketing campaigns– New users

• Off deck promotions

– New services

– Loyalty / retention

Working with you in 5 ways

Strategy &Innovation

Enhance yourcompetitive edgeby creating adigital-consumer led strategy and combiningit with the latest intechnological Innovation

Campaign Delivery

Deliver every typeof global mobile marketing campaign from strategy tocreative to executionto ROI measurement through full reporting & analyticsdelivered through our global phoenix platform

Usability and Design

Proven solutions to help you ensure that your mobile site / applicationis created from consumer insight, is intuitive, easy and to use and generates high repeat traffic

Technical Development

Create bespoke mobile sites, applications andportals to deliver your needs as a brand or telco.Improve the functionality and performance of your internal Platforms

Platform Licensing

You deliver your own mobile marketing campaign. This is an out of the box, web services based platform that lets you create, execute and track your company’s mobilestrategy.

ROI

For more information please contact:

Alex Burke Nic Newman Alex Hallalex.burke@tigerspike.com nic.newman@tigerspike.com alex.hall@tigerspike.com

+61 (0)2 9361 5132 +44 (0)207 802 8005 +1 646 330 4636

Asia: Europe: North America:

Best Mobile Entertainment MMA Awards, 2008Best in Show, MMA Awards 2007,Best Relationship Building, MMA Awards, 2007Best Mobile Entertainment, MMA Wards, 2007

Digital Services Company of the Year, 2007

Best Mobile Platform @ MIXX Awards (NYC), 2007

Winner Cross Platform Integration, 2009

D&AD Yellow Pencil, Mobile Marketing 2009 [Phoenix powered M&C Saatchi]

Best export achievement 2009 Phoenix Delivery Platform

3rd Deloitte (2008)Technology Fast 5054th APAC Deloitte Technology Fast 500

Our Awards

Platform Creative Company

Why TigerSpike?

creating competitive advantage

Making us the 3rd fastest growing tech company (Deloitte fast 50, 2008)

Creative

•Innovation Lab =Market research + Consumer insight + Tech Innovation •Creative is applied on top of understanding what is desirable, possible & viable

Cutting Edge

•Cutting edge technology – unique, proprietary PhoenixTM platform - carrier grade and world class

Global

•Proven global, multi language campaign delivery with SMS, MMS and Video•Handset detection on international scale•Ability to leverage learning across markets

Trusted

•We simply get the job done - and on time•Technical quality assurance provided by large scale infrastructure •Privately owned, secure and organically funded

LondonNew York

SydneyAuckland

Best Mobile Platform (MIXX in New York 2007) + Best Export Achievement

(AIMIA 2009)

Digital services company of the

year (B&T 2007),

TigerSpike’s Lego Bricks

Messaging Mobile Web User Participation DeliveryMonetisation

Service Delivery Platform

All components have integrated analytics and reporting available

Vouchers QR codes / Aug reality