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Bango AnalyticsPrecise independent data for confident decisions

May 2008

V4.0

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Chosen by mobile operatorsto drive off-portal

Award winning technology

Chosen by leading businesses

• Global technology company

• Recognized Mobile web leaders

• Analytics and payment focus

• Founded 1999

• On London Stock Exchange(AIM: BGO)

• Offices in USA (New York), UK(Cambridge) & Spain

• 2,000 + content providers useBango in over 130 countriesacross 250 operators

Who is Bango?

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Mobile is the new internet revolution

• Big on-line advertisers developing their mobile web presence

• Yahoo, Google, Microsoft investing heavily in mobile• Nokia and Apple stimulating more mobile web browsing• Operators keen to capture revenue opportunities on mobile marketing

• Analysts predict rapid mobile growth– Gartner (IT): $11 billion in global

revenue from mobile ads by 2011

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Mobile delivers precision marketing

• Mobile marketing opportunity clear to all– 50% of the world’s population have mobile phones (GSMA)– Mobiles are personal, carried by the owner and always on– Consumers have web access 24/7 from anywhere– Mobile profiling more precise than PC

• Capable of rich media content e.g. music/videos/games– Target the right device, in the right language– Target countries where people will pay

• Easy for brands to build customer base and loyalty– Where are your visitors coming from?– Grow subscribers on particular networks, in certain countries– Deliver localized brand experience eg MTV, Land Rover

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Succeeding amongst the complexity

• Mobile landscape is complex – can be daunting– Hundreds of operators with different solutions and rules– Thousands of devices with different capabilities– Many different marketing channels

• More metrics– Where is my traffic coming from?– How is my site performing, what are people doing?– Is Yahoo better than Google or is Medio better?– What’s working / what’s a waste of money

• Ability to identify unique visitors is essential– Accurate measurement across multiple visits– Build long term customer engagements

“How many uniquevisitors am I getting?”

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Web analytics doesn’t cut it

• Desktop technology does not work on mobile– Embedded JavaScript does not work– Cookies are unreliable– Mobile browsers rarely pass referral information– Network address of operator gateway, not the customer’s phone

• Desktop web analytics don’t tell you all you need– Cannot uniquely identify individual visitors (and across multiple visits)– Important mobile information not given

• Country, network operator (including MVNO), language or phone

"Our tests have shown that Google Analytics on mobile is flawed and gives advertisersinaccurate results for any Mobile AdWords campaigns“ AccuraCast.com

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Bango Analytics delivers precision

• Reliable persistent identity for your website visitors– How many unique visitors do I get?– Are they new or a repeat visitor?

• Essential mobile information– Operator, country, phone type, language, ability to buy, etc.

• Accurate data– Mobile traffic patterns across your site– Which marketing campaign gives the best results– Which content or pages were the most popular– Problems with routes into and around your site– How many unique people were seen– What were the peak times/days for visitors– Your total return across all campaigns

• Independent and impartial– Precise independent data enables confident decisions

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Mobile marketing channels

• Natural search, paid search, banner advertising, directories…

• Print marketing – text campaigns, URL promotion• Desktop to mobile promotions, communities, viral

• Mobile marketing is a fast emerging marketplace• Multiple routes, wide variation in results

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What you get

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A detailed overview

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Compare campaigns against a goal (ROI)

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Identify and understand individual visitors

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Case Studies

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“Bango Analytics has proven to be very valuable as an independent auditing tool“Andy Riedel, CEO of Tapatap

Uses Bango to:– Measure the success of ad campaigns– Track conversion rates across multiple

advertising networks– Audit traffic from ad networks and link

exchanges to verify accuracy– Determine customer acquisition costs and

ongoing customer value– Refine and focus mobile marketing strategy

Tapatap, a mobile social website placed banner ads to attract new members

Accurate analysis of mobile ads

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“Bango Analytics gives a level of detail which is really invaluable to our clients”Tommy Jensen, CEO of AdEye

Uses Bango to:– Measure the success of billboard advertising– Accurate tracking of response rates using

Bluetooth marketing– Understand user profile of those most

responsive to this medium– Ensure further marketing is geared towards

consumer demographic– See networks most receptive to the technology

AdEye, a mobile media house enabled Sony Ericsson to promote itsnew handset using AdEye Bluetooth technology from billboard ads

Accurate analytics for mobile marketing

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How it works

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Your site

Measuring your site and campaigns

MobileSearch

AdCampaign

Browse In

3rd PartyReferral

HomePage

Page

Page

PartnerPage

Store

LandingPage

Download

PremiumDownload

PageLandingPage

FormInput

Page

PremiumDownload

Link trackingTrack entries from campaignsand exits to 3rd party sites

Page trackingSimple image tags keeptrack of visits to your pages

Payment linksOptionally process andtrack financial transactions

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Types of tracking and where to use

Link tracking– Designed for:

• Banner ads• Search marketing• Text campaigns (message with link)• Offline marketing (print / broadcast)

– Info returned for page personalization– Relay API for automation

Page tracking– Designed for:

• Tracking visitors around a site• Use on any / all pages

– Easy to use image tag technology– Options for automation

Payments– Designed for:

• Per-access / per download• Ongoing subscriptions• Timed access

– On-bill, credit card and PayPal– Info returned for page personalization– Relay API for automation

Best levels of detail and accuracy– All methods give maximum detail– Records detailed data

• Unique visitors with persistent user ID• Operator (including MVNO)• Network type• Search spiders• Country• Device (mobile handsets, PCs)• Transaction (for optional payment)

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How Bango Analytics works

• Bango Analytics analyzes multiple sources of information– Web page header information– Network and handset info, including IP addresses and gateways– Direct information from operators (some exclusive to Bango)– Visitor details and history

• Cross references comprehensive databases containing– People visiting sites and/or paying for content– Operators and countries – including MNO / MVNO– Devices – phones, smartphones, PDA and desktop PCs.

Visitor

Device NetworkType

NetworkCountry Your pages,

Your site

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Your visitors flowis uninterrupted

We identify the visitor andcollect comprehensive data.

Image tracked by Bangowhen visitor arrives

Track pages with Bango image tags

• Page tracking uses a Bango image tag• It is ideal for

– Understanding mobile visitors to your site (also works on desktop sites)– Page activity and trends

• Quick to implement, delivers precise, immediate data• Resolves cookie and JavaScript issues on mobile

Web page

Imagetag

Place a simple 1x1 imagetag on the page to track

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Quickly passing peopleto your destination URL

Track campaigns using Bango links

• Link tracking is ideal for– Links in to your mobile website from campaigns– Links out to 3rd party pages (partners etc) from your site– Specific decision points in your site – see which link the visitor clicks

• Information can be passed back for dynamic page personalization• Resolves unavailability of referral information on mobile

Start page• Banner ad• Search marketing• Referring site

Mobile web page• Your home page• Campaign landing page• App/media download page• Partner siteLink to destination page

Use a Bango tracking linkas your destination URL

We identify the visitor andcollect comprehensive data.

Tracking Link

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Dynamic content access APIfor control and payment (Relay)

Real-time personalization APIfor site customization (identifier)

Powerful integration

Analytics data access APIfor analysis tool integration

Web Services(server to server)

HTTP(within the web flow)

Phone number access APIfor support and marketing *

* Provision of phone number depends on operatorrules and consumer opt-in for marketing

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Important for payment too

• Bango Analytics complements Bango Payment

• Understand the routes to a sale and where drop-outs occur– People browsing in or coming from paid advertising (best ads?)– People clicking to buy (which offer wording and price works?)– People successfully paying (and their chosen payment method)– People downloading or accessing the premium content

• Repeat business– Only Bango gives a persistent identity for each customer– Makes it easy to identify and measure repeat business

• Linking Total Customer Value with Cost of Acquisition– Link all purchases by a single customer with their cost of acquisition– See the true value (ROI) for your marketing spend– Calculate the long term customer value

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The details

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Products and prices

• Bango Analytics is a hosted service– Easy to integrate in moments – no complex code to install– Fast, reliable, scalable– Free to try - simple online signup

• Pricing based on traffic levels:– Starter: Free

• Analyze Thousands of page visits per month

– Medium: $49 / €39 / £29 per month• Hundreds of thousands of page visits per month

– Large: $499 / €399 / £299 per month• Millions of page visits per month

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Why Bango?• Unique technology

– Mature, reliable technical solution• Unique market position

– Mobile web payment solution– Detailed knowledge for global mobile infrastructure– Providing mobile analytics data for many years

• As part of secure mobile payment solution• Within standalone product in 2007 (Bango Vision)

• Unique heritage– Over 5 years of historical usage data for mobile visitors

• Independence– Real and impartial data

• Pedigree– Trusted by operators, search companies, advertisers, content providers and

brands– Recognized leader in mobile content: Multiple Award winner – including ME,

MEF and MDA “key company of the decade”