combining the promise of the internet with the mobility of ... · vice president of global...
TRANSCRIPT
September 8, 2008
Combining the promise of the internet with the mobility of wireless communications
TONY BERNARDVice President of Operations
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http://www.useful-networks.com
Tony Bernard is the vice president of operations for Denver-based Useful Networks (UN), for which he has led the day-to-day operations since joining UN in January 2007. Prior to joining Useful Networks, Tony performed a variety of executive leadership roles for mobile content leader 9 Squared (now Zed America) and its parent company, MonsterMob Group, prior to its acquisition by LaNetro Zed. These roles included vice president/general manager, carrier services & COO for 9 Squared, as well as senior vice president of global integration for MonsterMob.
Tony started his career at Alltel, where he led the wireless content team for several years after first helping start and expand Alltel’s ISP product line. Tony has also
About Tony BernardAbout Tony Bernard
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worked as a strategy consultant for Internet consultancy Scient Corporation, where he served clients ranging from angel-funded startups to large enterprises such as AT&T and Avaya.
Tony brings a unique blend of online experience complemented by his deep background in the wireless industry, combining the perspectives of the operator and content/service provider alike.
Mr. Bernard received his BA in Economics and Business from Hendrix College and later attained his MBA from the University of Arkansas’ Walton College of Business.
Useful NetworksSeptember 08 > CONFIDENTIAL > USEFUL NETWORKS
Bringing Location to Mobile MarketingMobile Marketing
Useful Networks Overview
sniff™: friend finder as marketing platform
55
Location-Based Advertising (LBA)
Why Useful Networks?
Q&A
• 42 colleagues worldwide, offices in Denver, Stockholm & Calgary
• LBS applications in production at:
• Subsidiary of Liberty Media (market cap: $12.7B), which holds full or
partial ownership in businesses such as:
Corporate SummaryCorporate Summary
“We Take the BS Out Of LBS”™
Useful Networks
• Useful Networks acquired KnowledgeWhere on 7/31/08
• Combined strengths in Location-Based Advertising (LBA), social
networking, gaming & entertainment, aggregation services & GIS
• Products include: PhoneTag Elite, sniff™, Geo, Swordfish™, Snocator™,
LBA, Location Clearinghouse w/multi-tiered Policy Manager
Company NewsCompany News
9/8/2008 Useful Networks Proprietary & Confidential
Business Strategy
• Launch the next
generation of innovative
LBS apps in:
• Social Networking
• One-stop-shop for LBS 3rd
party application onboarding
• Central interface between
Phase 2: LBS Aggregator
• Cross carrier LBS
aggregation
• The catalyst for mass
market adoption of LBS
Useful Networks
9/8/2008 Proprietary & Confidential
• Social Networking
• Gaming/Entertainment
• Advertising/Search
• Enterprise/B2B
Phase 1: Launch LBS Apps
content provider s and carrier
• Privacy, security, regulatory
compliance & cert
• Billing, LBS, OSS &
provisioning
market adoption of LBS
• Value of multi-user LBS
apps is realized
• Location is ubiquitous
Phase 3: X-Carrier LBS Aggregator
Consumers expect more…
• Location is a feature, not
the primary enticer
• Critical mass is mandatory
for LBS to be a major
SocialSocialNetworkingNetworking
SocialSocialNetworkingNetworking
Mobile MarketingMobile MarketingMobile MarketingMobile Marketing
UN Consumer Product SegmentsMass Market Focused
9/8/2008 Proprietary & Confidential
for LBS to be a major
revenue generator
• Cross platform/carrier
activities will drive
additional market
development
Local /Vertical Local /Vertical SearchSearch
Gaming & Entertainmentt
sniff : Building a Global Brand
9/8/2008 Proprietary & Confidential
UK sniff Launch: sniff in the news
9/8/2008 Proprietary & Confidential
Know Your sniffographic
• sniff users fall into a few core groups:o Upwardly mobile: Professionals aged 22-35 who use
the service to find friends and colleagues for social meetups, happy hours, coffee dates
o College students: Students aged 18-27 of mostly metro area universities whose social circles tend to
9/8/2008 Proprietary & Confidential
metro area universities whose social circles tend to mix between fellow students as well as friends outside of school
o Other: Families, technophiles, couples, sports teams
sniff : A Social Marketing Platform
• sniff: highly viral and very social, making it ideal as an LBS marketing platform
• Location Based Advertising (LBA) fits naturally within the sniff ecosystem
oInterstitial ads during locate requests
9/8/2008 Proprietary & Confidential
oInterstitial ads during locate requests
oSponsored maps & localized ads within maps
oIntelligent recommendation engine
Example: Sponsored Maps
9/8/2008 Proprietary & Confidential
Bjorn’s location
near Bjorn
Sponsoring business outlets
near Bjorn
Location Based Advertising
9/8/2008 Proprietary & Confidential
Geo-targeted Banner & Text AdsDay-part targeting, regional and
super-regional segmentation
Store FinderPresent relevant retail locations
without entering ZIP or street
Proximity Based RewardsEnable “after-the-click” tools to
engage consumers
“By 2010, 75% of Mobile Advertising Will Focus on ‘Direct Response’ Rather Than ‘Brand Association’”
eMarketer, Jan. ‘07
Mobile Web Marketing Ecosystem
9/8/2008Proprietary & Confidential
UN’s LBA solutions add value to all ecosystem players thru leveraginglocation and providing actionable & measurable tools yielding
relevant results
• Rules/Regulatory Fragmentation
o Numerous stakeholders, varying perspectives
o CTIA LBS Best Practices Guidelines is a good start: informed consent, user control
o Rules evolve over time, must be poised to react
• Technology Fragmentation
Barriers to Success
Location-Based Advertising
• Technology Fragmentation
o Capabilities vastly different across and within operators
o Fragmentation across technologies, devices, & presentation
• Reporting & Analytics
o Must improve transparency of current metrics
o Location “just another attribute” but adds complexity
9/8/2008 Proprietary & Confidential
• Cross-carrier connectivity & compliance
o Single point of monitoring, policy enforcement & location information custody
o Configurable, multi-tiered policy manager tailored to specific geographies, carriers & services
• Location obfuscation patent
Why Useful Networks
• Location obfuscation patent
o Obfuscates location info to DMA level, mitigates current privacy & opt-in concerns, utilized in pending US LBA trial
• Sound financial backing by Liberty Media
o Liberty making long-term investments in LBS
o Resources to scale & execute
9/8/2008 Proprietary & Confidential
Thank You!
For more information, contact:
Brian Levin, President/CEOBrian Levin, President/[email protected]+1.303.493.5753
Tony Bernard, VP of Operations [email protected]+1.303.524.4331
9/8/2008 Proprietary & Confidential
Monday, October 13, 2008
Featuring
BRIAN DEAGAN
1919
Co-Founder and CEO
www.knotice.com
