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Marketing Online Jan. 13th, 2009

Bradley J. Blanken, Carrier Biz Dev

Thumbplay

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Thumbplay’s Online Ecosystem

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•Over 1000 partners driving content discovery, acquisition and delivery

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Driving Principals

• Establish Thumbplay as the preferred mobile partner among all leading interactive properties – as Amazon is for CD’s and iTunes is for full-track downloads – and integrate wherever possible

• Syndicate Thumbplay’s content catalogue to as many relevant web and WAP sites as possible to grow search rankings, traffic and subscribers through automated, self-service implementations

• Provide partners the most integrated and flexible “ingredients,” to create competitive barriers and partner reliance on Thumbplay as an exclusive or primary provider of mobile content

Customer Acquisition – Best of Breed

•Significant Mobile Entertainment Partnerships Online, Social Media, Mobile, Television and Radio

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•Thumbplay’s Network of Distribution Partners now exceeds 380 million combined unique visitors per month

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Thumbplay OPEN

+Thumbplay & Adobe are leveraging OPEN to enable the self-service (i) submission, (ii) promotion and (iii) sales over-the-air to reach all Flash Lite-enabled handsets – a first in mobile content app development.

+Flash developers will be sent to a custom-adapted upload experience directly from within CS4.

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+6+Confidential and proprietary material for authorized personnel only. Use, disclosure or distribution of this material is not permitted to any unauthorized third parties except by written agreement.

Partners Added, by Quarter

0

200

400

600

800

1000

1200

Q1 200

7

Q2 200

7

Q3 200

7

Q4 200

7

Q1 200

8

Q2 200

8

Q3 200

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Oct. 20

08

New Partners

Cumulative Partners

Partners Added, by Week

020406080

100120140160

1/4/0

82/4

/08

3/4/0

84/4

/08

5/4/0

86/4

/08

7/4/0

88/4

/08

9/4/0

810/

4/08

# of Partners

The launch of OPEN in September drove the inflection point

New Partnerships

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Channel Type Description (Examples)

SearchPaid search, SEO and API-based integrations with vertical search engines and WAP-based properties.

DisplayGraphical banners via leading web/WAP ad networks and site-specific campaigns – including self-service creation.

WAPProduct integration into WAP sites

Social MediaSites enabling user-created profiles & media sharing

Online RetailersContextual to new handset sales

IVRServices facilitating high-volume, IVR-based navigation

Handset ApplicationsInclusion within third-party apps

Online Marketing Channels

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Tool Type Who it’s for…

APIPortals, Vertical Sites & WAP sites

FeedsPortals, Vertical Sites & social media platforms

Landing PagesAll partners – this is where traffic is driven

MinistoresSites requiring a more traditional store experience

Banners, Buttons & FaviconsAll partners

WidgetsOpenSocial & other profile-driven social media sites

Online Marketing Tools

Social Media – Maroon 5

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Search – AOL Mobile Example

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Your Participation is Welcome

• brad.blanken@thumbplay.com

• +1.813.777.5960