Panel Topic:

How to create valuable inventory

and enable brands to target their and enable brands to target their

placements

Moderated By:

Lisa Peterson

September 23, 2009

U.S. Consumer LBS Market Growth

•1 in 10 mobile subscribers

used an LBS in 4Q081

•LBS is highest revenue

generating application

category (contributing 70%+) 220.00

25.00

30.00

35.00

Mil

lio

ns

of

Su

bsc

rib

ers

U.S. Location Based Services Users

category (contributing 70%+)

•3000+ applications in

“Navigation” category on

iPhone, 25% are free3

•$Over $2B Market (consumer

LBS) in U.S. by 20124-

5.00

10.00

15.00

20.00

2006 2007 2008 2009 2010

Mil

lio

ns

of

Su

bsc

rib

ers

Enterprise/MRM

Consumer

(Estimated)Source: 1) Market Research Study by Limbo and GfK Technology; 2)

Nielsen Mobile ,4Q08; 3) Apple iPhone App Store; 4) IDC LBS

Report, December 2008, #215852

Questions: Is an ad-based model needed to achieve this growth?

When is the volume meaningful to the advertisers?

U.S. Mobile Advertising Market

Question: Is Location one of the “missing” elements that is needed

to help mobile advertising take off?1Nielsen Mobile, 2Q08 Report

Chart Source: Kelsey Group

A Winning Combination?

Mobile Advertising

More

Consumer

Location

More

ValueAdvertiser

Industry

Question: What is the right equation for creating more value

for the key stakeholders?

Topics To Be Addressed

• The current state of Location Based Advertising

• How important is location to advertisers?

• How important is advertising to LBS?

• How to create a platform that enables advertisers to reach the

desired target desired target

• What is the value of geo-enabled content and applications to

advertisers and agencies and how can this be demonstrated?

• What business model is the most likely for LBA?

• When should location be used in advertising and what is the

level of granularity required by advertisers?

• What challenges must be overcome to make Location Based

Advertising work?