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Phunware Overview

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Phunware is the pioneer of Mobile as a Service (MaaS) – the only fully integrated services platform that enables brands to engage, manage and monetize users on mobile.

• 500+ Billion Transactions per Year• 100+ Billion Advertising Transactions per Year• Hundreds of Millions of Videos Served• Tens of Millions of Downloads• Hundreds of Branded Applications Launched• #1 Globally in Multiple Categories• 150+ Employees

FoundedFebruary 2009

StructureDelaware “C” Corporation

HeadquartersAustin, Texas

OfficesIrvine, California

Santa Ana, CaliforniaSan Diego, California

Rockville, Maryland

LegalWilson, Sonsini, Goodrich & Rosati

Palo Alto, California

Company Overview Videophunware.com/company

Life at Phunware Videophunware.com/company/careers

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Corporate Structure

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As an entrepreneur and mentor, setting up your business always comes back to three main things: how do you structure, how do you finance and how do you scale.

Startup Advice

Hire your first employee as if your life depended on it.

Figure out what problem your company solves and prove it with paying customers.

Select a financing approach that is consistent with your business goals. You have to know early on if you will self-fund or choose third party financing.

Read Alan’s WSJ blog on choosing the right corporate structure.

phunware.com

Page Title Goes Here

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Mobile Market ShareMobile MythBusting

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Android vs. iOS

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There are dozens of headlines about the growth of Android. What these articles and blogs rarely cover is how these platforms compare in terms of engagement.

Using data from our customer, E! Online, we see that the engagement relationship is inverse. iOS is winning. Engagement is one of the core metrics of mobile. As an industry, we have moved beyond downloads as the primary measuring stick; research shows that one-third of all applications are used only once.

Mobile MythBusting

View Live Feed

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Budget

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You should spend $100K - $150K per application per platform to be competitive with your peers.

Here are some data points on mobile costs:

Mobile MythBusting

Within our premium portfolio, we see professional sports organizations spending more than $1M on mobile application portfolios.

Our average services engagement is $450K - $500K for a single mobile application portfolio on iOS and Android.

Mobile scale is not dissimilar to online scale; real investment is required to do things “right.”

Mobile is fluid. Brands must budget for the full lifecycle of an application, including launch, roadmap evolution and retirement (if needed).

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HTML5 vs. Native

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Write once, run everywhere is a seductive myth. So is HTML5.

Mobile MythBusting

Consumers use 80% applications and 20% mobile web. Native is the gold standard.

Users and advertisers prefer the greater tracking, speed and sophistication of native.

Prioritize user experience over technology.

Native applications outperform web applications on the same hardware.

Allow the desired feature set to dictate the underlying technology selections.

Best Practices for Mobile Development.

CASE STUDIES

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CASE STUDY 1Discovery Communications

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Web centric development thesis, with strong preference for HTML5

Belief that end user experience defines mobile success

Despite “love” of HTML5, opts for native apps or native centric hybrid apps

Belief that HTML5 cannot deliver the best user experience

HTML5Native Hybrid

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CASE STUDY 2NBC Sports / Olympic Games

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NBC Universal Sports Network

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iOS Ratings

This is not a native Android app and it shows... slow, jerky animations, and crashes.

Powered by Adobe Air :(

Ratings Performance Across Devices

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End User Feedback

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Universally consistent poor ratings and poor performance across all devices

TV Everywhere authentication missing

Users willing, but unable, to pay for content

Slow, unstable and buggy experience

“Write once, run everywhere” platform failure

Ratings Performance Across Devices

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CASE STUDY 3Facebook

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APP RATING HISTORY

Native HTML5 Re-Launch Native2010 2011 2012

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FACEBOOK MOBILE TIMELINE

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Native HTML5

Negative Feedback to

HTML5

S1 Filing

Business Insider Blog

Posting

S1 Amendment IPO

Share Price Cut in Half

Instagram Acquisition

Backtrack to Native

Facebook Native Photo

What’s Next?

05/11/10 10/11/11

11/01/11 05/09/12

02/01/12 05/16/12 05/18/12

08/31/12

09/06/12

07/25/12

08/23/12

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Maintain free online accounts “as is”

Maintain free mobile web and free mobile app for users accepting a minimum number of Sponsored Stories and ads

Charge $4.99 per year for ad-free mobile web access and charge $9.99 per year for ad-free mobile app access

Allow any user not selecting from these access options to leave Facebook

MONETIZATION SOLUTION FOR FACEBOOK“Back To A $100B Valuation In 3 Months”

OBSERVATIONS

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Phunware Recommended

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Prioritize user experience over technology ... always

Realize that native apps will outperform web apps on the same hardware ... always

Allow the desired feature set to dictate the underlying technology selections ... always

Leverage HTML5 in non-core areas, but also understand that it's use is crucial to search based web discoverability ... always

Select app solutions that are right for your brand, users and budget, but clearly understand the underlying consequences of your choices ... always

Best Practices

Best Practices for HTML5 Development:

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Trade Off

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Getting HTML5 “right” will likely require an investment commensurate with native development (and may still never work)

The more complicated the feature set, the less likely that your HTML5 deployment will be useable or successful (OK for simple things)

HTML5 is evolving, but still lacks optimizations available for native components (don't be religious about technology)

“Write once, run everywhere” actually equals “average everywhere and exceptional nowhere” (equates to the least common denominator of the worst possible platform)

Cost vs. Functionality

Cost vs. Functionality:

Corporate Headquarters7800 Shoal Creek Blvd, Suite 210 WAustin, Texas 78757

Office: (855) 521.8485Email: sales@phunware.com

www.phunware.com