© 2007 GSM Association

Notice: •TThis document and its contents are confidential to the GSM Association and/or its subsidiaries, who expressly disclaim any liability for the accuracy or completeness of any information contained herein. •AGSM Association meetings are conducted in full compliance with the GSM Association’s antitrust policy

GSMAP ConferenceMobile Advertising Meeting : #27

Venue : Bali, Indonesia

Date : 6-8 September 2007

Restricted to: Full Members

For Information: X

Version 1.0

© 2007 Copyright GSM Association 2

GSMA Mobile Advertising Programme (MAP)

• Executive Summary

• Programme overview

• Work streams

• Call to action

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Executive Summary

• $11bn mobile advertising market forecast by 2011

• Collective action by operators required to maximise opportunity and to capture fair share of value

• Fragmented supply of advertising will damage market

• Competitive challenge from Internet players and others

• Advertising industry requires standardisation

• Key asset for operators is measurable customer data

• Mobile Advertising Programme to facilitate success

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Progress Update

• Steering Group formed with 11 operators

– Vodafone, T-Mobile, Telefonica/O2, Orange, TIM, 3, AT&T, Softbank, Bharti, KTF, Smart, Orascom

• Four work streams:

– Inventory definitions, Code of Conduct

– Measurement, Metrics, Customer Profiles

– Mobile Media Buying and Planning

– Communications/ Best Practice

• Formal co-operation agreement with the MMA

Invitation to join the Mobile Advertising Programme

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Inventory Definitions and Code of Conduct

• Objectives:

– Define inventory types and commercial models

– Prioritise inventory types (operator perspective)

– Guidelines for national codes of conduct

• Activities:

– Working with MMA – focus on formats, specifications (plan to endorse MMA mobile advertising guidelines)

– Initial prioritisation of Messaging (plus web banners)

– Working with MMA and operators to develop guidelines for national codes of conduct

Invitation to join working group on Messaging

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Measurement, Metrics and Customer Profiles

• Objectives:

– Define “common currency” for mobile advertising

– Metrics for campaign delivery and verification

– Market level revenue and usage reporting

– Consistent framework for leveraging customer data

• Activities:

– Outreach to understand needs of advertising/ media community

– Proposals for cross-operator measurement and reporting

– Development of operator-focused position on measurement (joint effort with MMA on measurement)

Invitation to join working group on Metrics

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Mobile Advertising Media Buying and Planning

• Objectives:

– Aggregate audience data for media planning

– Match needs of operators and agency community

– Enable mobile to compete for % of total ad spend

– Enable operators to compete vs. Internet players

• Operator-led specification, meet ad industry needs

• Leverage operator assets to create fair value

• Build rationale for operator participation and support

• Consider options for implementation

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Mobile Advertising Communications Programme

• Objectives:

– Build trust in mobile advertising

– Support and promote standards, best practices

– Build consensus and rationale for collective action among operators

– Communicate and promote Programme outputs

• Multi-channel GSMA communications programme

• Capture and distribute market information

• Work with advertising industry trade bodies (e.g., MMA)

• Plan to publish white paper at MAC (Macau) in November

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Call to action – participate in the Programme

• Join the Mobile Advertising Programme1

– Code of conduct initiative

– Messaging working group

– Metrics working group

– Liaison with GSMA RAG2 for codes of conduct

• Co-ordinate activity with the MMA

– MMA AP mobile advertising guidelines

– GSMA inventory prioritisation, and operator views

– Endorsements and joint events/ activities1 All GSMA full members eligible; no fees; registration required

2 Regulatory Advisory Group

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Summary

• Advertising is a major opportunity for mobile industry

• GSMA well placed to facilitate success

– Match needs of mobile and advertising industries

– Protect interests of mobile users

– Promote consistent and transparent practices

– Leverage operator assets to create value

– Create strategic asset for mobile industry

• GSMA seeks your active support and participation

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Thank you

For further information, please contact:

Henry Stevens

Director of Media & Entertainment

hstevens@gsm.org

+44 7764 356353