Mobilise to

Optimise

29 September 2010

mobileSQUARED Roadshow

0% 20% 40%

Currently Use

Plan to use (Next 12 …

Plan to Use (>12 Months)

No Plans

Don't Know/Not Sure

(Unica, March 2010; 155 respondents)

North

America 29%

Europe

37%

The man from Del Monte…

Mobile marketing strategic planning

Campaign design

Campaign implementation

Technology and creative services

Mobile media planning and

buying

Tracking and measurement

Data management

and CRM

Research and development

A global app forecast from Ovum….

5

6

Apps – simplicate and add lightness

Limited repertoire

Rules-based buying

Latency of the mobile web

– Rules-based buying

– Big organic growth

– Paid search is underweight

– Mobile commerce

– A ‘find’ engine

Opted-in ad targeting

O2 More NatWest iPhone app launch

A targeted SMS was sent to iPhone

users with a NatWest account

• Sent:70,000

• Over 22% CTR

• Top of app store in 4 hours

Orange Shots trailer promotion

A targeted SMS offers consumers

the chance to download a new film

trailer

•Sent: 66,755

•9% CTR

•65% of clicks downloaded the

trailer

Optimise your website for mobile

11

Conclusions

– We’re investing

– It’s already routine

– ‘Apps versus’ or ‘apps and’

– Behind the search and commerce curve