Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com

Spring 2014

Digital Marketing Landscape: Mobile Marketing

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Introduction Keeping up with digital marketing concepts and technologies can be an overwhelming task for most marketers, as the landscape continually evolves and players shift. Numerous attempts have been made to make sense of display ad technology, social media, mobile marketing, and other major sectors of the broader digital ecosystem, including from the IAB and other industry organizations. But the most popular are a series of charts called LUMAscapes. LUMAscapes provide a visual tool to help organize the multitude of players and specializations involved in digital marketing. They have been described as “the most recognizable and easily referencable maps of who’s involved in the buying and selling of ad inventory, be it display, search, social, video, mobile, etc.”1 LUMAscapes are produced by a technology-focused investment bank, LUMA Partners, self-described as “a strategic advisory firm focused at the intersection of media and technology”.2 Over 1,700,000 views and downloads suggests there’s a need for this kind of information. Our clients love these things, because they provide a quick snapshot of the landscape and help them better understand each space. We thought, however, that they could be made even more valuable if they went a step further and included a detailed description of each of the categories they defined, and defined linkages between the categories. Marketers, after all, remain marketers, not technologists. So what we’ve attempted to do with this series of documents is to gather the best descriptions we could find rather than trying to develop wholly original material. Following is our attempt to aggregate more detail around the mobile marketing landscape.

How to Use This Document As a general overview to provide top-line explanations and sharpen your general understanding

of the mobile marketing ecosystem

To build shared definitions of industry jargon and common terminology

As a reference guide for specific areas of need

To identify the major players in various facets of mobile marketing at a point in time

To inform you of external agencies and service providers and related resources

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We hope you find this as useful as we have inside our organization, in helping to educate our team and our clients, and to inform our activities in mobile marketing. John Keenan Sarah Good CEO/Managing Partner Director, Business Development jkeenan@anthemedge.com sgood@anthemedge.com (312) 441-0385 (312) 441-0382

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The Mobile LUMAscape3

Basic Concepts SMS Short Message Service (SMS) is a text messaging service component of phone, web, or mobile communication systems. It uses standardized communications protocols to allow fixed line or mobile phone devices to exchange short text messages.4 MMS Multimedia Messaging Service (MMS) is a standard way to send messages that include multimedia content to and from mobile phones. It extends the core SMS (Short Message Service) capability that allowed exchange of text messages only up to 160 characters in length. The most popular use is to send photographs from camera-equipped handsets, although it is also popular as a method of delivering news and entertainment content including videos, pictures, text pages and ringtones.5 Push Notification A push notification is, in mobile marketing context, a short text message sent to a smartphone and tied to an installed app. Push notifications are used to update sport scores, news or promotions. Push

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notifications make a sound and are displayed in various ways according to smartphone models. Sometimes the number of received notifications is displayed on the app icon. Push notifications are intrusive and have to be managed carefully to prevent notification fatigue; the user can control push notifications and prevent an app to send them. The term push is used because the user doesn’t need to use or launch the app to receive notifications. He will get them even if he is using another app.6 Mobile Apps A mobile app, short for mobile application or just app, is application software designed to run on smartphones, tablet computers and other mobile devices.7 Mobile Web The mobile Web refers to the use of the Internet through handheld mobile devices. Increasingly, smartphones and other devices with wireless data access structures access the same "full" Internet traditionally accessed on desktop or laptop computers. The mobile Web most often refers to access via a conventional mobile browser, although the line blurs when it comes to apps. Clearly, these still access the Internet wirelessly, but some differentiate from a browser-based site, as compared to an app specific to one property.8 Mobile Tagging/QR Codes Mobile tagging is the process of providing data read from tags for display on mobile devices, commonly encoded in a two-dimensional barcode, using the camera of a camera phone as the reader device. The contents of the tag code is usually a URL for information addressed and accessible through Internet.9 A quick response code (QR code), probably the most popular type of mobile tag, is a type of two-dimensional bar code that consists of square black modules on a white background. QR codes are designed to be read by smartphones. Because they can carry information both vertically and horizontally, they can provide a vast amount of information, including links, text or other data. They are often found on signs, in print publications, on business cards or in any context where users might seek additional information. QR codes can also direct a phone to perform certain actions. For example, a theater company might provide a QR code that not only sends the person who scans it to the company’s website for show times and ticket information, but also embeds information about the dates, times, and locations of upcoming shows into the phone's calendar. Data can be translated into a QR code through a QR code generator. Users enter the data they wish the QR code to display and the generator turns it into a symbol that can be printed or displayed in electronic form. Many QR code generators are available online for free. Scanning applications for reading QR codes can be downloaded (often for free) to smartphones, allowing users to simply point the phone’s camera at the code to scan it. The application then interprets the QR code and utilizes the data from it by displaying a Web page, playing a video or providing some other type of content.10 In-Game Advertising In-game advertising (IGA) refers to advertising in computer and video games. IGA differs from advergaming, which refers to a game specifically made to advertise a product.11

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SDKs (Software development kit) A software development kit (SDK or "devkit") is typically a set of software development tools that allows for the creation of applications for a certain software package, software framework, hardware platform, computer system, video game console, operating system, or similar development platform.12 For example, the iPhone SDK released by Apple allows people to write applications for both the iPhone and the iPod Touch. The iPhone SDK includes the Xcode IDE, Instruments, iPhone simulator, frameworks and samples, compilers, Shark analysis tool, and more.13 CPA/CPI mobile campaign Cost-per-install (CPI), also known as cost-per-acquisition (CPA), is a popular mobile advertising payment model used by app developers. Its popularity stems from CPI requiring that developers only pay when a user downloads their advertised app.

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CPC Mobile Campaign Advertisers pay per click with a cost-per-click (CPC) campaign. CPM Mobile Campaign CPM is directly translated as “cost-per-mille” in Latin, or “cost per thousand” in contemporary English. In a CPM campaign, an advertiser pays the agreed bid price for every 1,000 times that an ad is displayed on the mobile device.15 Real-Time Bidding Real-time bidding (RTB) is an automated way for advertisers to optimize their buys of ad impressions online and for publishers to sell their inventory across apps and mobile websites. When a publisher floats his ad impressions for sale, advertisers engage in a real time auction, bidding for those ad impressions. Whoever bids the most gets their ad displayed. The RTB solution allows advertisers to leverage a whole load of targeting data concerning the impressions, and automatically adjust buying strategies to maximize impact. eCPM Effective cost per mille ("mille" = thousand). "RPM" (revenue per mille) refers to the same formula. This is a revenue model to determine the effective cost per thousand impressions, and is often used to determine publisher revenue opportunities. The eCPM formula is:

(monthly revenue / monthly impressions) * 1000 = eCPM

Example: ($35,000 in revenue / 10,000,000 impressions ) * 1000 = $3.50 eCPM

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Agencies An advertising agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients.17 A digital agency can be defined as a company that provides creative, strategic and

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technical development of screen-based products and services.19 A mobile agency focuses primarily on delivery of messaging through mobile devices.

Agency Trading Desks Forrester Research’s description follows:

A centralized, service-based organization that serves as a managed service layer, typically on top of a licensed demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media and audience buying. Works as an agency’s internal “center of excellence,” supporting agency teams wishing to tap into this new buying model on behalf of agency clients.

Agency trading desks have also been described as:

A dynamic way to purchase audiences, allowing media to be purchased in real time rather than from pre-procured inventory.

Takes search (an auction based model) and applies that to display media; in a real time fashion like a stock exchange

An audience-buying company.

A platform that uses data and technology to help advertisers more effectively purchase audiences at scale across digital media.20

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Media Agencies A media agency makes sure a marketing message appeals to consumers, appears in the right place, at the right time and that the advertiser pays the best possible price.22 Mobile media agencies provide clients with strategy, creative, design and media services surrounding mobile and tablet devices23, including premium display, network display, mobile search, partnerships and exchanges, incentivized downloads, social, rich media, WIFI, SMS or MMS.24

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Demand Side Platforms A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective Cost per Click (eCPC), and effective Cost per Action (eCPA).

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DSPs are unique because they incorporate many of the facets previously offered by advertising networks, such as wide access to inventory and vertical and lateral targeting, with the ability to serve ads, real-time bid on ads, track the ads, and optimize. This is all kept within one interface which creates a unique opportunity for advertisers to truly control and maximize the impact of their ads. The sophistication of the level of detail that can be tracked by DSPs is increasing, including frequency information, multiple forms of rich media ads, and some video metrics. Many third parties are integrating with DSPs to provide better tracking.27 A mobile DSP is a platform that enables mobile advertisers to manage media buying, booking, trafficking and reporting through a single interface; includes conversion tracking and auto-optimization using algorithms determine the optimal price points and budget allocation across all targeting tactics; supports all ad formats, including augmented reality, 3D and video. DSPs traditionally come in two variants. Firstly you’ve got what’s sometimes referred to as “Black Box” DSPs. These are platforms that are entirely managed and controlled by the provider. So an advertiser will work with the DSP provider to figure out budget, goals, and other elements of the campaign, and then hand over the reins to them. The other type of DSP is a self-serve model, where the advertiser has complete control over their media buying.

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The targeting offered by DSPs can vary, but most allow you to pinpoint users via:

Location

Device (i.e. Samsung Galaxy SIII)

Operating system (Android, iOS, etc)

Carrier

Previous sites visited and apps used

App categories

The day and the time of day

Of course, the big benefit of DSPs, compared to ad networks, is that you’re getting access to a wide variety of inventory from different networks and exchanges. This coupled with the transparency on offer from bidding on an impression-by-impression basis, lets you theoretically get the most value for your spend. Of course, you can always sell direct to any publishers that suit your requirements, but direct selling via an advertiser still won’t enable the precise targeting capabilities that many DSPs offer.28

Exchanges Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks. The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory. A mobile ad exchange focuses on buying and selling of advertising inventory from mobile ad networks.29

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mCRM/Data Mobile CRM lets your mobile or remote employees use mobile devices such as smartphones and tablets to access, update and interact with customer data wherever they are. The best mobile CRM solutions let mobile workers do everything they could do with CRM at their desktop, with the addition of advanced mobile CRM features. 31

Today's mobile CRM solutions work on BlackBerry smartphones and tablets, Android phones and tablets, iPhones, iPads, Windows Phones and other web-enabled mobile devices. But don't assume that means simply taking a CRM form, and pushing it to a phone. The user experience should be optimized for the use case scenarios, and to reflect that a mobile device (smartphone or tablet) is not a desktop computer. Mobile devices also offer capabilities unique to the device, and that aren't available from a computer monitor, such as the ability to capture photos, voice recordings, and GPS data, and upload that into a CRM system – all on the fly.32

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Measurement/Analytics Mobile analytics is generally split between mobile web and mobile apps. Mobile web refers to when individuals use their smartphones or tablets to view online content via a mobile browser. Many companies redirect these users to a mobile-specific site (typically a different subdomain such as m.example.com) or use responsive design to adapt content to the screen size of the user’s device or computer. Some organizations are starting to build tablet-specific sites as they are discovering that neither their mobile-specific site nor their main website ideally serves the tablet segment. Although the mobile web is primarily reliant on the JavaScript-based page tagging approach for data collection, mobile app tracking uses an entirely different client-side approach that is more conducive to capturing native app activity. Web analytics vendors have created software development kits (SDKs) for various mobile platforms such as iOS, Android, Windows, and Blackberry. Analytics SDKs provide a package of pre-written code that developers can insert into applications, which can be tailored to measure different app-related dimensions and metrics.

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The SDKs help to streamline the measurement process because developers don’t need to write their own unique tracking code. For example, an iOS SDK will provide measurement code in the Objective C programming language that is used to build iPhone and iPad applications. Once a mobile application has been implemented with tracking code, it will send data directly to the data collection server whenever the mobile device is connected to a mobile network.34

Mobile Marketing/Messaging Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through and with any mobile device or network. There are two parts to the taxonomy of the definition:

1. The “set of practices” includes “activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”

2. To “engage” means to “start relationships, acquire, generate activity, stimulate social interaction with organization and community members, [and] be present at time of consumers

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expressed need.” Furthermore, engagement can be initiated by the consumer (“Pull” in form of a click or response) or by the marketer (“Push”).35

36 Text based SMS (Short Messaging Service) ads appear within text messages sent to subscribers of newsletters and alerts. At the bottom of these short messages, the publisher inserts a text brand message. When written as a call to action, these can be clickable links, providing an opportunity to link to a mobile web site or invoke the click to call functionality of the handset. Multimedia Messaging Service (MMS) ads, like SMS ads, are sent only to users that have opted in to receive them. Unlike SMS ads, MMS ads can include branding in the form of images, audio or video.37

Location Tech

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Social analytics measure the impact of social media on business. It is an evolving business discipline that aggregates and analyzes online conversations (industry, competitive, prospect, consumer, customer) and social activity generated by brands across social channels. 39 There is currently no single vendor that can effectively measure all aspects of social media. While many vendors in this space offer capable tools with usable interfaces, the reality is that businesses turn to multiple solutions for capturing, analyzing and interpreting their social media activities.

App Dev Platforms Mobile application development is the process by which application software is developed for low-power handheld devices, such as personal digital assistants, enterprise digital assistants or mobile phones. These applications can be pre-installed on phones during manufacturing, downloaded by customers from various mobile software distribution platforms, or delivered as web applications using server-side or client-side processing (e.g. JavaScript) to provide an "application-like" experience within a Web browser. Application software developers also have to consider a lengthy array of screen sizes, hardware specifications and configurations because of intense competition in mobile software and changes within each of the platforms.40

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Location Based Services/Apps Location-based services (LBS) are a general class of computer program-level services used to include specific controls for location and time data as control features in computer programs. As such LBS is an information service and has a number of uses in social networking today as an entertainment service, which is accessible with mobile devices through the mobile network and which uses information on the geographical position of the mobile device. This has become more and more important with the expansion of the smartphone and tablet markets as well. LBS are used in a variety of contexts, such as health,

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indoor object search, entertainment, work, personal life, etc. LBS include services to identify a location of a person or object, such as discovering the nearest banking cash machine (a.k.a. ATM) or the whereabouts of a friend or employee. LBS include parcel tracking and vehicle tracking services. LBS can include mobile commerce when taking the form of coupons or advertising directed at customers based on their current location. They include personalized weather services and even location-based games. They are an example of telecommunication convergence.43 Mobile messaging plays an essential role in LBS. Messaging, especially SMS, has been used in combination with various LBS applications, such as location-based mobile advertising. SMS is still the main technology carrying mobile advertising / marketing campaigns to mobile phones. A classic example of LBS applications using SMS is the delivery of mobile coupons or discounts to mobile subscribers who are near to advertising restaurants, cafes, movie theatres. 44

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App Stores An app store in the mobile context is a digital distribution platform for applications designed to run on mobile platforms, including Apple’s App Store, Google’s Play, and Blackberry World.

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App Discovery Application discovery software automates the process of identifying the set of applications on individual systems and on groups of systems throughout a network. Application discovery is the first step in a comprehensive regimen of application monitoring and management. With application discovery data as a baseline, administrators can fine-tune the metrics and data they want to monitor to users’ specific needs.46

47 Mobile Ad Networks A mobile ad network is an Internet platform provided by a media company on which marketers advertise their products and services on a publisher's web page across mobile devices, including cell phones. Online publishers must partner with a mobile network provider to establish a presence on the network. A mobile network provider could be a large or small media company or an Internet search company. An online publisher is any company that provides content to media devices, such as an online newspaper company.48

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Rich Media A Rich Media ad contains images or video and involves some kind of user interaction. The initial load of a Rich Media ad is 40K or more. While text ads sell with words, and display ads sell with pictures, Rich Media ads offer more ways to involve an audience with an ad. The ad can expand, float, peel down, etc. And you can access aggregated metrics on your audience's behavior, including number of expansions, multiple exits, and video completions. Rich Media lets agencies create complex ads that can elicit strong user response. Using Flash or HTML5 technology, the ads can include multiple levels of content in one placement: videos, games, tweets from an ad, etc.

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Yield Optimization/Supply Side Platforms Yield optimization is a technique utilized by ad servers to improve the performance of a given advertiser creative. In this technique the ad server tries to identify publisher impressions which are working well as per campaign parameters from the impressions that are not. It then tries to place more and more creatives on the impressions that are working and less on the ones which are not. Eventual goal is to place all creatives on the impressions which are working well. Yield optimization could be as rudimentary as tracking CTR (click through rate) for a given site and optimizing creatives based on it. On the other hand it could be as sophisticated as feeding a host of campaign specific parameters, like time of the day, publisher, ad size, geographical location, channel, price etc, into a machine learning system and letting the machine make the decision based on all those parameters about creative placement.51 Supply Side Platforms (SSP’s) enable mobile publishers and operators to manage and sell their advertising inventory through one single interface.52 Their single mission is enabling publishers to manage their advertising impression inventory and maximize revenue from digital media. As such, they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences. Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space. A supply-side platform on the publisher side interfaces to an ad exchange, which in turn interfaces to a demand-side platform (DSP) on the advertiser side. This system allows advertisers to put online advertising before a selected target audience.53

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Mobile Security Mobile security or mobile phone security has become increasingly important in mobile computing. It is of particular concern as it relates to the security of personal information now stored on smartphones. More and more users and businesses use smartphones as communication tools but also as a means of planning and organizing their work and private life. Within companies, these technologies are causing profound changes in the organization of information systems and therefore they have become the source of new risks. Indeed, smartphones collect and compile an increasing amount of sensitive information to which access must be controlled to protect the privacy of the user and the intellectual property of the company. According to ABI Research the Mobile Security Services market will total around $1.88 billion by the end of 2013.

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All smartphones, as computers, are preferred targets of attacks. These attacks exploit weaknesses related to smartphones that can come from means of communication like SMS, MMS, WIFI networks, and GSM. There are also attacks that exploit software vulnerabilities from both the web browser and operating system. Different security counter-measures are being developed and applied to smartphones, from security in different layers of software to the dissemination of information to end users. There are good practices to be observed at all levels, from design to use, through the development of operating systems, software layers, and downloadable apps.55

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Mobile Operating Systems A mobile operating system, also referred to as mobile OS, is an operating system that operates a smartphone, tablet, PDA, or other mobile device. Modern mobile operating systems combine the features of a personal computer operating system with other features, including a touchscreen, cellular, Bluetooth, Wi-Fi, GPS mobile navigation, camera, video camera, speech recognition, voice recorder, music player, near field communication and infrared blaster.

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Mobile devices with mobile communications capabilities (e.g. smartphones) contain two mobile operating systems - the main user-facing software platform is supplemented by a second low-level proprietary real-time operating system which operates the radio and other hardware. Research has shown that these low-level systems may contain a range of security vulnerabilities permitting malicious base stations to gain high levels of control over the mobile device.58

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Infrastructure A mobile network is a wireless network distributed over land areas called cells, each served by at least one fixed-location transceiver, known as a cell site or base station. In a cellular network, each cell uses a different set of frequencies from neighboring cells, to avoid interference and provide guaranteed bandwidth within each cell. When joined together these cells provide radio coverage over a wide geographic area. This enables a large number of portable transceivers (e.g., mobile phones, pagers, etc.) to communicate with each other and with fixed transceivers and telephones anywhere in the network, via base stations, even if some of the transceivers are moving through more than one cell during transmission. Infrastructure providers supply software and hardware components required to implement and maintain mobile networks.

59 Aggregators Mobile aggregators are companies that facilitate the connection between mobile carriers and providers of goods or services, including by routing SMS messages confirming transactions to or from mobile networks.60

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Mobile Website Platform A mobile website platform is a web design toolkit that supports development of advanced web experiences for smartphones and tablets.62

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Mobile Web Browser Web browsers are software programs that enable users to view pages and material on the World Wide Web, the Internet-based system of interlinked content.64 A mobile browser is one that is optimized for the small display screen and limited resources of a handheld computing device such as a smart phone. A mobile browser interface is simplified to display content in the smallest viable space. The browser software is as lightweight as possible to address memory and bandwidth constraints.65

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Ad Servers A mobile ad-server is a solution that brings a number of features into play. It lets you independently sell your inventory to advertisers directly, giving you greater control over what ads appear on your app or mobile website and greater control over monetization. An ad server will also allow you to deploy in-house cross-promotional ads between your own apps and mobile sites. The other advantage of using ad server is ad network mediation. This lets you manage and optimize ads from multiple ad-networks. Ad mediation platforms let you access a multitude of different networks, create and launch campaigns,

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prioritize networks and allocate backfill percentages. Network mediation platforms also feature their own dynamic optimization algorithm that maximizes revenue by automating decisions around eCPM value and fill rate.68

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Mobile Content Platforms Also known as Mobile Content Management system (MCM), a type of content management system (CMS) capable of storing and delivering content and services to mobile devices, such as mobile phones, smart phones, and PDAs. Mobile content management systems may be discrete systems, or may exist as features, modules or add-ons of larger content management systems capable of multi-channel content delivery. Mobile content delivery has unique, specific constraints including widely variable device capacities, small screen size, limited wireless bandwidth, small storage capacity, and comparatively weak device processors.69

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Carrier Payment Enabler A carrier payment enabler is typically a mobile phone application that facilitates payments between consumers and merchants by allowing merchant charges to appear on a consumer’s mobile phone billing statement. This is often referred to as “direct carrier billing” or “in app billing”.

Card Payment Enabler A card payment enabler is any mobile application that facilitates payment by credit card through a mobile device. This can be done either on the merchant side or the consumer side. On the merchant side, this is typically

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accomplished through an application that allows a smartphone or tablet to process credit card payments without requiring a merchant account with the credit card processor. On the consumer side, this is typically accomplished through an application commonly referred to as a “digital wallet” that allows a consumer to store credit card information within the app, and then to use the app itself to facilitate payment, rather than requiring presentation of the physical card.

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M-Commerce M-commerce refers to the use of wireless handheld devices such as cellular phones and laptops to conduct commercial transactions online. Mobile commerce transactions continue to grow, and the term includes the purchase and sale of a wide range of goods and services, online banking, bill payment, information delivery and so on. The range of devices that are enabled for mobile commerce is growing, having expanded in recent years to include smartphones and tablet computers. The increasing adoption of electronic commerce provided a strong foundation for mobile commerce, which is on a very strong growth trajectory for years to come. The rapid growth of mobile commerce is being driven by a number of positive factors - the demand for applications from an increasingly mobile customer and consumer base; the rapid adoption of online commerce thanks to the resolution of security issues; and technological advances that have given wireless handheld devices advanced capabilities and substantial computing power.72

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Bar/QR Code A mobile barcode is a graphical image that stores digital information. Whereas the linear barcodes commonly found on products in store are one-dimensional, storing data in series of vertical bars, mobile barcodes store information in two dimensions, vertically and horizontally as a pattern of dots. This means that 2D barcodes can store thousands of characters of data, while their predecessors, the 1D barcodes, are limited to 10-20 characters. Mobile barcodes can be used in many ways. For example, they can bring static marketing and advertising campaigns on billboards or in press to life with mobile engagement and interactivity. In retail, barcodes can help shoppers by providing additional information on products, such as nutritional or safety details or by adding products to a virtual shopping basket when shopping on the mobile Web. Barcodes can be used for mobile ticketing or promotions such as discount coupons. By embedding mobile barcodes into product or delivery packaging, suppliers and logistics companies can more easily track deliveries and update stock information. There are two common use case scenarios. Either the consumer scans a mobile barcode in an ad or on product packaging using their camera phone or the consumer presents a code displayed on the screen of their device to be scanned in store or at an event to claim a discount or gain entry.

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There are a number of different 2D barcode symbologies i.e. types of code. These are often divided into proprietary and non-proprietary codes.

1. Quick Response (QR), Data Matrix and Aztec codes are types of non-proprietary 2D barcodes. The specifications for all three symbologies are subject to rigorous review and approval by members of the respective technical/industry trade body. As these codes are free to use by the public, increasingly device manufacturers or mobile operators include the barcode readers as standard on their handsets.

2. There are also plenty of 2D barcode symbologies that were designed and are controlled by private companies that require special decoding software only available under license. These include EZcode, Microsoft Tag, BeeTagg, Upcode, Trillcode, Quickmark and many others. These are sometimes called proprietary symbologies. It is argued by the competitors in the other camp that these technologies will not benefit from the same level of peer review as non-proprietary symbologies, such as the QR code.74

75 Music Mobile music is music which is downloaded or streamed to mobile phones and played by mobile phones. Although many phones play music as ringtones, true "music phones" generally allow users to stream music or download music files over the internet via a WiFI connection or 3G cell phone connection. Music phones are also able to import audio files from their PCs. The case of mobile music being stored within the memory of the mobile phone is the case similar to traditional business models in the music industry. It supports two variants: the user can either purchase the music for outright ownership or access entire libraries of music via a subscription model. In this case the music files are available as long as the subscription is active.76

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Carriers A mobile network operator or MNO, also known as a wireless service provider, wireless carrier, cellular company, or mobile network carrier, is a provider of wireless communications services that owns or controls all the elements necessary to sell and deliver services to an end user including radio spectrum allocation, wireless network infrastructure, back haul infrastructure, billing, customer care, provisioning computer systems and marketing and repair organizations. In addition to obtaining revenue by offering retail services under its own brand, an MNO may also sell access to network services at wholesale rates to mobile virtual network operators. A key defining characteristic of a mobile network operator is that an MNO must own or control access to a radio spectrum license from a regulatory or government entity. A second key defining characteristic of an MNO is that an MNO must own or control the elements of the network infrastructure necessary to provide services to subscribers over the licensed spectrum. A mobile network operator typically also has the necessary provisioning, billing and customer care

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computer systems and the marketing, customer care and engineering organizations needed to sell, deliver and bill for services, however, an MNO can outsource any of these systems or functions and still be considered a mobile network operator.79

WiFi Wi-Fi, also spelled Wifi or WiFi, is a technology that allows an electronic device to exchange data or connect to the Internet wirelessly using microwaves in the 2.4 GHz and 5 GHz bands. The name is a trademark name, and was stated to be a play on the audiophile term Hi-Fi. The Wi-Fi Alliance defines Wi-Fi as any "wireless local area network (WLAN) products that are based on the Institute of Electrical and Electronics Engineers' (IEEE) 802.11 standards". However, since most modern WLANs are based on these standards, the term "Wi-Fi" is used in general English as a synonym for "WLAN". Only Wi-Fi products that complete Wi-Fi Alliance interoperability certification testing successfully may use the "Wi-Fi CERTIFIED" trademark. 80

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Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com

VOIP Voice over Internet Protocol (VoIP ) is a type of technology that converts voice communications into digital data that is transmitted over the internet, or a packet-switched network. In layman's terms, VoIP allows you to make telephone calls using a high-speed internet connection instead of a traditional analog phone line.82

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Mobile VoIP or simply mVoIP is an extension of mobility to a Voice over IP network.

Devices A mobile device (also known as a handheld computer or simply handheld) is a small, handheld computing device, typically having a display screen with touch input and/or a miniature keyboard and weighing less than 2 pounds (0.91 kg). Nokia, HTC, LG, Motorola Mobility, BlackBerry, and Apple are just a few examples of the many manufacturers that produce these types of devices.

84 A handheld computing device has an operating system (OS), and can run various types of application software, known as apps. Most handheld devices can also be equipped with Wi-Fi, Bluetooth, and GPS capabilities that can allow connections to the Internet and other Bluetooth-capable devices, such as an automobile or a microphone headset. A camera or media player feature for video or music files can also be typically found on these devices along with a stable battery power source such as a lithium battery. The input and output of modern mobile devices are often combined into a touch-screen interface. Smartphones and PDAs are popular amongst those who wish to use some of the powers of a conventional computer in environments where carrying one would not be practical. Enterprise digital assistants can further extend the available functionality for the business user by offering integrated data capture devices like barcode, RFID and smart card readers.85

About Anthem Marketing Solutions

Anthem Marketing Solutions helps clients turn big data into smart growth. We are a data-driven marketing agency that provides strategy and cutting-edge tools to solve challenges for today’s omni-channel marketer. Serving a broad range of industries, from casual dining to home services and B2B product distribution, Anthem Marketing Solutions is one of the fastest growing companies in America, according to Inc. Magazine's Annual Inc. 500|5000 rankings in 2012 and 2013.

Visit us online at www.AnthemEdge.com or, for more information email: info@anthemedge.com

Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com

Agencies

Omnicom Group

WPP

Publicis IPG

MDC Partners Havas Agency Trading Desks

Accuen

Annalect Xaxis Media Innovation Group

Vivaki Cadreon

Varick Media

Digilant Media Agencies

Phonevalley

OMD

R/GA

Ansible

Joule

Isobar Mobext 360i iProspect Skyrockit The Hyper Factory

IPG Media Lab

Fetch

Xtopoly a.mo.bee Ubermind Blast Radius Trailer Park Demand Side Platforms

TapAd

Adelphic

StrikeAd

Lyfe Mobile

Turn

DataXu

MediaMath

Exchanges

Mobclix

Nexage

Appnexus

RightMedia

Mopub

Inneractive

Microsoft Advertising mCRM/Data

AdMobius

Acxiom

Experian

Merkle

Zettics Measurement/Analytics

Flurry

Localytics Has Offers Kahuna

Distimo

Kontagent Google Analytics

Adobe Site Catalyst Bango

MADS

Mixpanel Nielsen

Webtrends Mobile Mkt/Msg

Mobivity

Go Live Mobile

Single Touch

3Jam

Urban Airship

Mobilestorm

Cricket Waterfall Mobile

Loop

Cha Cha

Tagga

Snackable Media

Vibes

iLoop Mobile

Mogreet

Location Tech

Alohar Placed

Locaid

Digby

Placecast Place IQ

Skyhook

Factual Vistari Media

deCarta

Airsage

Retailigence

Swarm

App Dev Platforms

Unity

Whoop

Corona Labs Apsalar App Inventor Centirion

Location Based Services/Apps

Location Labs Twitter Foursquare

Telenav

Momentfeed

Scvngr MeetMoi Neer App Stores

Motricity

Amazon

Appia

Android Blackberry App Discovery

Tapjoy

Flurry

Quixey

NativeX

Appboy

Chartboost Playhaven

Mobile Ad Networks Millennial Media iAd inMobi Tapjoy Flurry Drawbridge Lifestreet Media Mojiva AT&T Adworks RocketFuel Adfonic AdColony xAd Microsoft Advertising Velti Pontiflex 4info Verve Media Armor Airpush Taptica Mobile Fuse Voltari Out there Kargo MobFox Session M WebMoblink Adtheorent

Rich Media

Celtra

Justad

Crisp

Phluant Goldspot Aarki

Links

Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com

Yield Optimization/ SSP’s Rubicon OpenX Pubmatic Nexage Burstly Smaato Mobile Security Mobile Iron Symantec Life 360⁰ Mocana Cloudmark Divide Lookout Armor5

Mobile Operating Systems Android Windows Phone Java Nucleus Meego Qualcomm Blackberry Infrastructure Motorola Amdocs Acision Alcatel-Lucent Nokia Neustar Comverse Ericsson Aggregators Syniverse Upstream Zangbezang mBlox Oneweb

Mobile Website Platform dotmobi bmenu Usablenet Mobify TrilibisMobile Moovweb Mnetgroup Polar Net Biscuits Mobile Web Browser Chrome Firefox Opera Bolt Microsoft Ad Servers Medialets Mocean Out there MADS Adjuggler Admatch Velti Mobile Content Platforms Moco Hey Zap Myxer Playphone EA Carrier Payment Enabler ISIS Bill to Mobile Bango Zoompass Mobilecause Payfone Boku

Card Payment Enabler Square Google Wallet Syniverse Card.io LevelUp Buck Paypal iZettle Paydiant Jumio Verifone Kuapay Intuit obopay M-Commerce Z Mags Revel Shop Pad Airbrite Movylo Mad Mobile Unbound Shopkick Coffee Table Bar/QR Code Neomedia 3G Vision Microsoft Tag Scanbuy Music Pandora Shazam Songza Radiocom Spotify Rdio Grooveshark

Carriers AT&T Sprint T-Mobile Verizon Boost Mobile Virgin Mobile US Cellular Cincinnati Bell WiFi Boingo Clear JiWire VOIP Tango Skype Viber Vyke Tru Airtime Line 2 Bababoo Pinger Talkative Devices Apple Samsung LG Nokia Blackberry Sony Ericsson HTC Huawei Kyocera Motorola

Links (cont’d)

Anthem Marketing Solutions ● 549 W. Randolph, Suite 700, Chicago IL, 60661 ● 312.441.0382 ● www.anthemedge.com

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