September 8, 2008

Combining the promise of the internet with the mobility of wireless communications

TONY BERNARDVice President of Operations

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http://www.useful-networks.com

Tony Bernard is the vice president of operations for Denver-based Useful Networks (UN), for which he has led the day-to-day operations since joining UN in January 2007. Prior to joining Useful Networks, Tony performed a variety of executive leadership roles for mobile content leader 9 Squared (now Zed America) and its parent company, MonsterMob Group, prior to its acquisition by LaNetro Zed. These roles included vice president/general manager, carrier services & COO for 9 Squared, as well as senior vice president of global integration for MonsterMob.

Tony started his career at Alltel, where he led the wireless content team for several years after first helping start and expand Alltel’s ISP product line. Tony has also

About Tony BernardAbout Tony Bernard

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worked as a strategy consultant for Internet consultancy Scient Corporation, where he served clients ranging from angel-funded startups to large enterprises such as AT&T and Avaya.

Tony brings a unique blend of online experience complemented by his deep background in the wireless industry, combining the perspectives of the operator and content/service provider alike.

Mr. Bernard received his BA in Economics and Business from Hendrix College and later attained his MBA from the University of Arkansas’ Walton College of Business.

Useful NetworksSeptember 08 > CONFIDENTIAL > USEFUL NETWORKS

Bringing Location to Mobile MarketingMobile Marketing

Useful Networks Overview

sniff™: friend finder as marketing platform

55

Location-Based Advertising (LBA)

Why Useful Networks?

Q&A

• 42 colleagues worldwide, offices in Denver, Stockholm & Calgary

• LBS applications in production at:

• Subsidiary of Liberty Media (market cap: $12.7B), which holds full or

partial ownership in businesses such as:

Corporate SummaryCorporate Summary

“We Take the BS Out Of LBS”™

Useful Networks

• Useful Networks acquired KnowledgeWhere on 7/31/08

• Combined strengths in Location-Based Advertising (LBA), social

networking, gaming & entertainment, aggregation services & GIS

• Products include: PhoneTag Elite, sniff™, Geo, Swordfish™, Snocator™,

LBA, Location Clearinghouse w/multi-tiered Policy Manager

Company NewsCompany News

9/8/2008 Useful Networks Proprietary & Confidential

Business Strategy

• Launch the next

generation of innovative

LBS apps in:

• Social Networking

• One-stop-shop for LBS 3rd

party application onboarding

• Central interface between

Phase 2: LBS Aggregator

• Cross carrier LBS

aggregation

• The catalyst for mass

market adoption of LBS

Useful Networks

9/8/2008 Proprietary & Confidential

• Social Networking

• Gaming/Entertainment

• Advertising/Search

• Enterprise/B2B

Phase 1: Launch LBS Apps

content provider s and carrier

• Privacy, security, regulatory

compliance & cert

• Billing, LBS, OSS &

provisioning

market adoption of LBS

• Value of multi-user LBS

apps is realized

• Location is ubiquitous

Phase 3: X-Carrier LBS Aggregator

Consumers expect more…

• Location is a feature, not

the primary enticer

• Critical mass is mandatory

for LBS to be a major

SocialSocialNetworkingNetworking

SocialSocialNetworkingNetworking

Mobile MarketingMobile MarketingMobile MarketingMobile Marketing

UN Consumer Product SegmentsMass Market Focused

9/8/2008 Proprietary & Confidential

for LBS to be a major

revenue generator

• Cross platform/carrier

activities will drive

additional market

development

Local /Vertical Local /Vertical SearchSearch

Gaming & Entertainmentt

sniff : Building a Global Brand

9/8/2008 Proprietary & Confidential

UK sniff Launch: sniff in the news

9/8/2008 Proprietary & Confidential

Know Your sniffographic

• sniff users fall into a few core groups:o Upwardly mobile: Professionals aged 22-35 who use

the service to find friends and colleagues for social meetups, happy hours, coffee dates

o College students: Students aged 18-27 of mostly metro area universities whose social circles tend to

9/8/2008 Proprietary & Confidential

metro area universities whose social circles tend to mix between fellow students as well as friends outside of school

o Other: Families, technophiles, couples, sports teams

sniff : A Social Marketing Platform

• sniff: highly viral and very social, making it ideal as an LBS marketing platform

• Location Based Advertising (LBA) fits naturally within the sniff ecosystem

oInterstitial ads during locate requests

9/8/2008 Proprietary & Confidential

oInterstitial ads during locate requests

oSponsored maps & localized ads within maps

oIntelligent recommendation engine

Example: Sponsored Maps

9/8/2008 Proprietary & Confidential

Bjorn’s location

near Bjorn

Sponsoring business outlets

near Bjorn

Location Based Advertising

9/8/2008 Proprietary & Confidential

Geo-targeted Banner & Text AdsDay-part targeting, regional and

super-regional segmentation

Store FinderPresent relevant retail locations

without entering ZIP or street

Proximity Based RewardsEnable “after-the-click” tools to

engage consumers

“By 2010, 75% of Mobile Advertising Will Focus on ‘Direct Response’ Rather Than ‘Brand Association’”

eMarketer, Jan. ‘07

Mobile Web Marketing Ecosystem

9/8/2008Proprietary & Confidential

UN’s LBA solutions add value to all ecosystem players thru leveraginglocation and providing actionable & measurable tools yielding

relevant results

• Rules/Regulatory Fragmentation

o Numerous stakeholders, varying perspectives

o CTIA LBS Best Practices Guidelines is a good start: informed consent, user control

o Rules evolve over time, must be poised to react

• Technology Fragmentation

Barriers to Success

Location-Based Advertising

• Technology Fragmentation

o Capabilities vastly different across and within operators

o Fragmentation across technologies, devices, & presentation

• Reporting & Analytics

o Must improve transparency of current metrics

o Location “just another attribute” but adds complexity

9/8/2008 Proprietary & Confidential

• Cross-carrier connectivity & compliance

o Single point of monitoring, policy enforcement & location information custody

o Configurable, multi-tiered policy manager tailored to specific geographies, carriers & services

• Location obfuscation patent

Why Useful Networks

• Location obfuscation patent

o Obfuscates location info to DMA level, mitigates current privacy & opt-in concerns, utilized in pending US LBA trial

• Sound financial backing by Liberty Media

o Liberty making long-term investments in LBS

o Resources to scale & execute

9/8/2008 Proprietary & Confidential

Thank You!

For more information, contact:

Brian Levin, President/CEOBrian Levin, President/CEObrian@useful-networks.com+1.303.493.5753

Tony Bernard, VP of Operations tony@useful-networks.com+1.303.524.4331

9/8/2008 Proprietary & Confidential

Monday, October 13, 2008

Featuring

BRIAN DEAGAN

1919

Co-Founder and CEO

www.knotice.com

www.siteminis.cominfo@siteminis.com

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