How to make the Mobile Internet &

Social Media work for your business

mobileSQUARED Roadshow

Singapore, 5 May 2010

KF Lai

CEO, BuzzCity

The Mobile Internet Report, Morgan Stanley, Dec 2009

Companies are spending up to 12% to 13% on digital

[advertising]. We know we spend up to 20% of our

time online, so in theory spending should be up at

20%. It’s just natural conservatism, resistance to

change and inability to adapt to change. I believe

when digital budgets get to 20%, which will be in four

or five years, we will be spending 30% of our time

online.

-- Sir Martin Sorrell, CEO of WPP Group

4

Mobile Internet goes mainstream …

1. Apple to charge U$1M to early adopters on iAd

2. Google-Admob brace for the worst (from FTC)

3. Many ad networks at recent MMA Singapore conference

4. Big numbers

5

Monetization on Social Media

1. Social gaming company Zynga reportedly brought in

U$10M in Q4 running games like Sorority Life on

Facebook & mySpace.

2. QQ in China has revenue exceeding U$1B, more than

60% from virtual items

3. Most follow the free-mium model and spread through

feeds.

4. Advertising: one multi-player game forces losers to wait

and watch video ads until the rest of the players lose as

well.

6

Mobile overtakes PC in Internet Access

1. In South Africa, Google receives more searches from mobile then from PC Internet

2. In India, there are more than 500M mobile phone users growing at about 10M per month. PC internet penetration is less than 50M in total.

3. Indonesia is the largest market for BuzzCity Ad Network, serving more than 1 billion ads per month.

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Favourable Conditions for Mobile Internet

1. Low PC ownership and access

2. High mobile penetration

3. Mass market pricing for mobile data – flat or quasi-flat rate

The “Unwired”

A new, unique audience emerges

An INTERACTIVE medium

Users surfs the mobile web

Text of Graphical Banners

Pay for clicks (CPC) or

Impressions (CPM)

No SPAM (SMS broadcast)

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What is BuzzCity Network

1. Aggregate 1,000’s of mobile Internet sites

(Some sites owned by us, some not)

2. Categorize them into channels:

• Community

• Entertainment

• Information / Search

• ….

• Adult

3. Provide easy ways to target

• Countries

• Carriers

• Phone Types & Capabilities

Online Interface – Campaign Settings

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Advertisers : Measurement Tools

After clicking, users can go to

• Your mobile site (or micro-site)

• Landing page (click-to-call, click-to-SMS)

• Survey

Real-Time Reports

Advertisers : Advanced Analytics

** Sampling of campaign clicks from mobile

community : myGamma

Advertisers : Advanced Analytics (2)

Advertisers : Advanced Analytics (3)

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myGamma – Award Winning Mobile Community

1. Ad supported

2. Virtual currency

3. 5 million members,

88 countries, 150

million pv / month

4. India, Middle East,

South East Asia

5. More than 100

languages through

member translation

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Summaries

1. With lowering cost of ownership (handset and data rate),

large number of Unwired users are surfing on mobile

Internet. The activities are increasingly going off-portal.

2. Marketers and brands can exploit the opportunities to

reach this new audience, the “Unwired”, interactively.

3. Social media presents new frontiers and challenges to

marketers and brand owners

4. Innovative developers can exploit new monetization

models on mobile and social media