Mobile Advertising Mumbai 16 Jan 2009

1. Mobile AdvertisingMumbai16 Jan 2009 Arun Bhati Head SDP Solutions

2. STB Portals DynamicLive Adv. InteractiveServices VODServices Games EPG Search SMS/MMS Idle time Mobile TV and Video Ringback Adv. Applications/downloads WAP/mobile web MobileSearch New Media Enabling ad inventory across multiple platforms Print TV Web Radio Mobile outdoor

3. Networked Advertising • Networked advertising creates new revenue streams for networkoperators and media players, being integrated into different services such as TV-, music-, and gaming, or stand alone as e.g. coupons. • For advertisers, networked advertising brings new opportunities to get visibility in new channels – to reach the relevant audience in an efficient way.

4. Why Mobile Advertising • Mobile is highly personalized device, not a shared one • A lot more subscriber information is available • Enablers are able to capture and learn more based on user behavior, predictive co-relation and configurable rules • Low ARPU and high growth potential - Sponsored Call

5. How are we doing today… • To see your compatibility with your spouse / partner, please send sms <your name> <your spouse name> and Love to 5XYXY • Answer on SMS -> Your search ends here, it can not get better than this and you make a perfect couple. • Inserted Ad -> To Download hot bikini babes on your phone go to http://www.hotbikinibabes.com

6. The networked advertising industry 3 1 2 Advertising inventory Orchestrate assets Advertising buyers Advertising buyers Orchestrate assets Enable advertising Inventory AdIndustry AdIndustry Orchestration Orchestration

7. Mob-Ad Enabler for Cross-platform distribution Distribution Interaction Mobile TV MMS SMS Advertisers/Agencies Advertising enabling platform WAP IPTV Content Partners HTML Web TV Podcast User data feedback Easy to use Valuable offer to the consumer Carry the brand across platforms

8. Interstitials’pop ups’ Jump pages Call-Center Questionnaire SMS / MMS Download Coupon Mobile Site • Show targeted advertisment while downloading games etc. • Examples of what happens when clicking on an ad Advertising functionality 1(2)Examples of advertising functionality Mobile Portal targeted ads • Clickable, interactive and targeted ads • Contextual, user group specific and / or location based

9. Mobile TV on screen advertising Mobile TV slide show Banners Ticker / Scroll bar Format Switch ON client Switch OFF oys „R“ us DVD now on Mai Interactive Advertising • When the business models are there – Ericsson is ready • Avoid rights issues with broadcast TV Advertising functionality 2(2)Examples of advertising functionality Sponsored alerts mms The soccer results are sponsored by: • MMS alerts enhanced with contextual advertising • e.g. sponsored result lists:’brought to you by...’

10. How to do it in a better way • Use of customer profile and user behavior for targeted ad-campaigns • Example -> The best time to sell me a concert show ticket is when I am watching a concert singer program or downloading a ring tone. Hence a ticker on my Mobile phone can inspire me to click on it and buy concert show ticket • Growth is in Rural areas and some of them can not afford handsets and also voice call rates. • Will he/she opt for it?

11. Some Examples • NRK – Mobile TV advertising trial • Turner/CNN mobile – Ad revenue supported portal • 3 UK – User generated Content Ad sponsorship • Vodafone Spain/UK – Video advertising incorporated into Ericsson Mobile TV solution. Integration with Yahoo UK ad systems for subsidised video shows • Dymler Chrysler – Ericsson providing messagingconnectivity