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© 2011 Bango plcwww.bango.com

Tablets and the mobile billing space

Martin G HarrisSVP Strategic Account, Bango

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− A global mobile web technology company

− The leading mobile billing and mobile analytics provider

− Key technology and relationships to deliver accurate identification of mobile visitors and off-portal billing solutions

− Over 11 years industry experience

− On London Stock Exchange(AIM: BGO)

− Offices in Cambridge, UK and New York, USA

Who we are

Bango customers include:

Award winning technology:

Operator relationships include:

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Smartphone market size:• 5.3 billion mobile phone devices worldwide• 1.27 billion smartphones (24%)• And growing…..

Tablet market size:• 65.2 million tablets to be shipped in 2011• Size: 5% of worldwide smartphone market

– 39.8 million iPad (61%)– 19.6 million Android (30%)– 5.8 million other (9%)

• High predicted growth

Apple has well published restrictions – 30% cut of revenue and limited flexibility

Tablet devices relative to smartphones

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• Emerging monetization models

• Understand the best payment model for your digital content

– Per issue/publication

– Free app with in-app payments

– Subscription – including hook eg introductory offer

– Timed access

– Explore micro payments – the ‘mobile wallet’

• Alternative models

– Ad-funded

Billing and tablets

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Payment options

1. Operator billing:Highest conversion - around 70%

2. Credit/debit card:

Around 10% conversion

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• On websites and apps

• Understand your audience:– The device they use– Their behaviour and usage– Engagement levels

• Understand payment conversions: – Where do users drop out?– What proportion complete transactions?

• Optimize the experience

Measure and experiment

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© 2011 Bango plcwww.bango.com

Download our publisher guide at:www.bango.com/publisherguide

Thank you

Martin G HarrisSVP Strategic Account, Bango