in mobi customer presentation july 2010

MOBILE CUSTOMER DISCOVERY Khamir Bhatia

AUGUST 2010

1. WHY MOBILE

2. WHY INMOBI

3. ADVICE AND AVOIDANCE

4. ???

TODAY’S4DISCUSSION

WHY MOBILE1THE CONSUMER REVOLUTION

PERFORMANCE

SEARCH800M

MEDIA’S HISTORICAL TRADE-OFF

CREATIVEIMPACT

WEB1.4B

PRINT500M

MOBILE2005

MOBILE900M2010

TV1.5B

Sources:1. eMarketer Q1 20102. comScore Media Metrix Q1 2010

10x NEWSPAPERSOVER 2x TVNEARLY 3x THE WEB

GLOBAL MOBILE DEVICE SALES

800 MILLION PHONES ARE INTERNET ENABLED

Sources:1.eMarketer Q1 2010

1.5 bnTV Worldwide

1.4 bnInternet Users Worldwide

Daily newspapers Worldwide

480 mn

4 bnMobile phones worldwideHalf the population of the planet

PERFORMANCE

SEARCH800M

CREATIVEIMPACT

WEB1.4B PRINT

500M

MOBILE2005

MOBILE800M2010

TV1.5B

MOBILE2015

~5 BILLION

THE MOBILE ADVERTISING REVOLUTION

Sources:1. eMarketer Q1 20102. comScore Media Metrix Q1 2010

MOBILE

INTERNET

SEARCH

TV

RADIO

PRINT

REACH IMPACTCREATIVE

VIRAL PERFORMANCE

GOOD OK NOT SO GOOD

MEDIA PERFORMANCE COMPARISON

STARTS ADOPTIONSTARTS ADOPTION

3G3GCREATES ADDICTION

INFLECTION POINTS

ARE BEING REACHED

IN ALL REGIONS

CREATES NEED

THE MOBILE REVOLUTION

BY 2014, TOTAL MOBILE PHONE USERS WILL BE 6.5 BILLION WITH 2.75 BILLION (~43%) USING 3G

3G PENETRATION IS A KEY INFLECTION POINT, 2010 IS THE YEAR GLOBALLY

3G

+ U

SE

RS

(M

M) 3

G+

PE

NE

TR

AT

ION

Source: Morgan Stanley State of Mobile Nov 2009

MOBILE WILL BE THE MAJORITY OF CONSUMER CONSUMPTIONM

ON

TH

LY

PA

GE

VIE

WS

(M

M)

DEVELOPED MARKET CASE STUDY: JAPAN

Source: Morgan Stanley State of Mobile Nov 2009

WHY INMOBI 2WE’VE SEEN THE PRESENT

THE LARGEST INDEPENDENT MOBILE AD NETWORK

Funded by Kleiner Perkins Caufield & Byers and Sherpalo Ventures.

ESTABLISHED GLOBAL MOBILE PLAYER

150+ EMPLOYEES PROVIDES LOCAL SUPPORT

WE’VE SEEN THE PRESENT

San Francisco, Singapore, London,Japan, India,South Africa

Over 21.2 Billion impressions monthly

in 115 countries.

MOBILE EXPERTISE MATTERS

Mobile is the ONLY screen in emerging

markets. We started there and are here

now.

THE INMOBI STORY

RAPID GLOBAL EXPANSION

420 MILLION

20.3 BILLION

MONTHLY IMPRESSIONSJANUARY 09- TODAY-

ADVERTISERSJANUARY 09-TODAY-

100

2000PUBLISHER PARTNERSJANUARY 09-TODAY-

500

5,000 OFFICES

JANUARY 09-TODAY-

3

7COUNTRIESJANUARY 09-TODAY-

8

115

WHO WE ARE

THE MOBILE ADVERTISING

PAST…NOT USTHE MOBILE ADVERTISING

PRESENT AND FUTURE

A SELECTION OF PARTNERS

PLUS DOZENS OF TIER ONE APPS

Yamaha FZ-16

04/18/23 16

Objectives•Build brand recall of the brand•Drive purchase intent of FZ-16 model Yamaha bikes•Target young males with high probability of purchase intent

Solution•Provide multiple methods to learn more about FZ-16 improving interest and increasing brand recall •Free wallpaper downloads of FZ-16 images •Video landing page featuring TV commercial•Viral video sharing of review videos by owners of the bike

Yamaha FZ-16

04/18/23 17

Key Results•Average CTR of 1.3% with peak of 6.6.% CTR for banner ads•Of the users that clicked through

• TV commercial downloads 9.5%• Review videos downloaded 6%• Stores located 6.8%

Reebok - Premier League

04/18/23 18

Objectives•Increase publicity of brand and associate it with creativity and innovation•Drive up purchase intent of merchandise

Solution•Wallpaper downloads of jerseys which could be sent to friends to show team support •Gift A Jersey option and Refer A Friend to drive more engagement with other users

Reebok - Premier League

04/18/23 19

Key Results•Of the users that clicked through

• Jersey wallpapers downloaded 53%• Other wallpapers downloaded 41%• Stores located 14.6%• SMS sent 1.8%

SOME OF THE BEST COMPANIES OF INTERNET ERA REACHED ABOUT 40-50 MILLION USERS IN ABOUT 20Q; FB REDEFINED THAT!

Use

r R

each

(M

M)

PERSPECTIVE ON OUR GLOBAL REACH

IN JUST 9QS, INMOBI’S OBTAINED THE SAME REACH FACEBOOK ACHIEVED IN 20Qs

Use

r R

each

(M

M)

MUST BUY GLOBAL REACH

185 MILLION CONSUMERS;

2.3 BILLION IMPRESSIONS MONTHLY

2.5 BILLION IMPRESSIONS

2.8 BILLION IMPRESSIONS

1.8 BILLION IMPRESSIONS

11.5 BILLION IMPRESSIONS

514 MILLION IMPRESSIONS

700 MILLION IMPRESSIONS

IN-BANNER SEARCH

REACH WITH IMPACT

LOCAL SEARCH

EXPANDABLE

VIDEO

FULL SCREEN

24

Contextual

Country

City

Carrier

Handset

Demographic

OS

Time of Day

That’s 1.17e+19

targeting options

Millions of targeting options exist.

WE PROVIDE YOU CONTROL OVER YOUR PERFORMANCE

REAL TIME, AUTOMATED, 24/7 REPORTING

How It Works

ADROIT™ TRACKS ROI BY CREATIVE

INMOBI ADVANTAGES

ALL WITH AN ETHOS OF SUPPORT & PARTNERSHIP

WHAT MAKES US DIFFERENT – In a nutshell

Advice & Avoidance 3MAKE THE MOST YOU CAN

9,000 DEVICES GLOBALLY

FOCUS ON YOUR ADS; LET AD NETWORKS WORRY ABOUT TARGETING IT

TARGETING

THINK CONSUMER NOT PLATFORM

OUR MOBILE TECHNOLOGY EXPLAINED:

USER KNOWLEDGE

CONSUMER TARGETS

CONSUMER TARGETS

1. TARGET WITH YOUR KNOWLEDGE OF THE CUSTOMER

TARGET WHO WE KNOW FOR SURE.

TARGET WHO WE KNOW FOR SURE.

TRACK FEEDBACK AND OBTAIN MORE DATA.

CONSUMER TARGETS

2. SERVE ADS TO OBTAIN ANONYMOUS USER DATA

CONSUMER TARGETS

3. SMART MATH MODELS OTHERS LIKELY TO FIT YOUR TARGET

MODEL CONSUMERS WHO FIT THE TARGET.

TARGET WHO WE KNOW FOR SURE.

TRACK FEEDBACK AND OBTAIN MORE DATA.

CONSUMER TARGETS

4. COMBINE THESE LOOK-ALIKE MODELS WITH OUR SCALE

MORE FEEDBACK AND MORE DATA…

MODEL CONSUMERS WHO FIT THE TARGET.

TARGET WHO WE KNOW FOR SURE.

TRACK FEEDBACK AND OBTAIN MORE DATA.

5. MOBILE CUSTOMER DISCOVERY

CONSUMER TARGETS

MORE FEEDBACK AND MORE DATA…

MODEL CONSUMERS WHO FIT THE TARGET.

TARGET WHO WE KNOW FOR SURE.

TRACK FEEDBACK AND OBTAIN MORE DATA.

SALES &

TARGETED

REACH

CUSTOMER DISCOVERY

YOUR TARGET

1. MAINTAIN TARGETED REACH

2. DISCOVER NEW SEGMENTS

BENEFITS: TWO OPTIONS

OTHER NETWORKS

YOUR TARGET

Targeting Is A Guideline, Not A

Rule. Retain the Value of Mobile.

Media planning is an indirect science.

Most media are a one-to-many approach.

Mobile is a one-to-one advertising technology.

We Learn On Our Dime, Not

Yours. Brand Impact is Free of Charge.

Avera

ge D

elt

as

*SOURCE: Dynamic Logic Mobile Campaign AveragesCourtesy: Milward Brown

Mobile Averages

Internet Market Norms

Ave

rag

e D

elta

sMOBILE IMPACT ON BRANDS

PROTECTING THE CONSUMER EXPERIENCE IS KEY

ServerServer

Server

SUCCESSFULLY SERVING ~ 5,000 ADS PER SECOND GLOBALLY INMOBI: DECISIONS IN < 20 MILLISECONDS THEM: SLOW, RULE-BASED, UNSCALABLE

MALE

AGE 28

SPORTS

DATA

IPHONE

DATA

DATA

DATA

DATA

MALE ?

AGE 25 TO 34 ?

IPHONE USER?

SPORTS?

SINGAPORE?

??

NEW YORK

MEASUREMENT

TAKE CONTROL OF PERFORMANCE

THE $6b BIRTH OF THE INDUSTRY: 2005 TO 2009

PUSH BASED SMS & TEXT MAINLY CONTENT PLAYERS MARGINAL CREATIVE IMPACT

THE $40bMOBILEAD LIFECYCLE:2010TO 2013MATURING TECHNOLOGY ENGAGING CREATIVE COMBINED WITH DATA

CREATING CREATING DATA INPUTS DATA INPUTS IS THE KEY. IS THE KEY.

CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE

WORKING?WORKING?

WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?

MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN

(E.G.MORE DATA)? (E.G.MORE DATA)?

AD SERVINGAD SERVING

TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?

AD NETWORKS LOOK LIKE FOUR DISCONNECTED FEATURE SETS TODAY

CONNECT CONNECT THEM TO ONE THEM TO ONE

ANOTHER ANOTHER

CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE

WORKING?WORKING?

WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?

MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN

(E.G.MORE DATA)? (E.G.MORE DATA)?

AD SERVINGAD SERVING

TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?

CREATE A CREATE A REAL-TIME REAL-TIME FEEDBACK FEEDBACK

LOOPLOOP

CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE

WORKING?WORKING?

WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?

MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN

(E.G.MORE DATA)? (E.G.MORE DATA)?

AD SERVINGAD SERVING

TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?

OPTIMIZE OPTIMIZE BASED ON BASED ON RESPONSERESPONSE

CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE

WORKING?WORKING?

WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?

MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN

(E.G.MORE DATA)? (E.G.MORE DATA)?

AD SERVINGAD SERVING

TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?

AN AN INTEGRATED, INTEGRATED,

SELF-LEARNING SELF-LEARNING NETWORKNETWORK

YOUR MEDIA EXPERTISE, OUR TECHNOLOGY

CREATIVE CREATIVE WHICH ADS ARE WHICH ADS ARE

WORKING?WORKING?

WHAT IS THE RESPONSE?WHAT IS THE RESPONSE?

MEASUREMENTMEASUREMENT WHAT CAN I LEARN WHAT CAN I LEARN

(E.G.MORE DATA)? (E.G.MORE DATA)?

AD SERVINGAD SERVING

TARGETING TARGETING WHO IS TYPICALLY MY WHO IS TYPICALLY MY CUSTOMER?CUSTOMER?

TARGETING CHANGE DATA FEEDBACK LOOP INTRODUCED

ROI Optimization: The CreativeADROIT™ ACHIEVED ~40% REDUCTION IN CPAC

ost

Pe

r S

ub

scrip

tion

Mobile generates millions of targeting, creative, and

measurement options. No Dumb Beacons.

WORKING TOGETHER

WE MAKE IT EASY TO TRY

TRIAL CAMPAIGNS

INMOBI SUPPORT

IN CLOSING 4CAREER COUNCELLING

THE FIRST MOBILE ENTHUSIAST - JOHN WANAMAKER

“HALF THE MONEY I SPEND ON ADVERTISING IS WASTED; THE TROUBLE IS I DON'T KNOW WHICH HALF.”

JOHN WANAMAKER

1838 -1922

JOHN DIDN’T HAVE IT SO BAD?

MOBILE TECHNOLOGY WILL HELP

MOBILE TECHNOLOGY WILL HELP

Mobile

MOBILE TECHNOLOGY WILL HELP

Mobile

Mobile

MOBILE TECHNOLOGY WILL HELP

Mobile

Mobile

Mobile

Understand Mobile and Leverage it’s Revolutionary Technology.

Job Security.

Make John proud. Be one of the people that knows which half.

THANK YOUMOBILE CUSTOMER DISCOVERY

Khamir Bhatia