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Mobile Marketing Elgin Kim

Enpocket

V.P Business Development and Sales

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Connecting Tissue – Connecting People

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Global and U.S. Communication Facts

2.7 billion mobile phones

1.5 billion TV sets

.9 billion computers

The majority of users in the world access the Internet via mobile phone---------------------------------------------------- Every 18 months 90% of the handsets in the U.S. market are upgraded

232 million U.S. wireless subscribers vs. U.S. population of 300 million (77%) and 57% use more than voice

5%

10%

13%

16%

19%

31%

0% 10% 20% 30% 40%

Magazines

Newspapers

Internet

Radio

Mobile phone

Television

"If you had to choose between the following types of media, which one would you give up last?'

Base: All ages

Source: Enpocket Mobile Media Monitor/Harris Interactive

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Mobile Statistics

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Monthly Unique Users

3,946 3,2875,303

6,806

7,659

3,800 5,109

4,673

6,670

9,666

2,6084,886

3,228

4,431

7,000

2,259

2,075 2,201

3,490

4,547

6,127 6,496 7,3789,986

12,633

0

10,000

20,000

30,000

40,000

Web-BasedEmail

InstantMessaging*

Web Content Web BasedEmail & Web

Content**

Email, IM & WebContent**

June 2007, Monthly Active Users (‘000)

Source: Telephia Internet Report, Custom Analysis

Cingular

Verizon

T-Mobile

Rest

* Most but not all of US Mobile Instant Messaging is Web Based. Some is on non-Web based IM clients. 100% of Sprint Instant Messaging is Web Based.

** Includes all unique subscribers that used one or more of these applications

18,741

21,853 22,784

41,505

Sprint Nextel

31,383

Generally Used Telephia Metric

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Who’s Using This?

56% 58%

44% 42%

Female

Male

Gender Age Race Income

12% 13%

13% 12%

26% 27%

22% 22%

16%17%

11% 9%>55

45-54

35-44

25-34

18-24

< 1711% 13%

20%24%

21%18%

15%

21%

33%25%

100k+

75-100k

50-75k

25-50k

<25k

58% 57%

19% 20%

14% 15%

6% 5%3% 3%

Other

Asian

AfricanAmerican

Hispanic

White

All Operators Subscribers

Source: Mobile Internet Report,

June 2007

Mar 2007

June 2007

Mar 2007

June 2007

Mar 2007

June 2007

Mar 2007

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Not Just for the 18 – 35 Year Olds

75% of younger Boomers have text-messaging capabilities

54% have ring tones

52% have camera phones

4% of younger Boomers access the mobile web daily

3% of older Boomers access the mobile web daily

From InsightExpress (Sept. 2007)

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Targeting Capabilities Behavioral by clickstream to the device

Demographics Based on Carrier Subscription Age Gender HH Income Geography (based on billing address) Education Presence of Children Ethnicity Marital Status Time of Day Handsets

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The Decision Funnel

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Grabbing the Attention

Advanced demographic and behavioral targeting

Banner advertising on the mobile Web targeted to reach desired audience

Click to video for richer brand experience

Personalization

BACK DONE

Links

0. My Account 1. Messaging 2. Downloads 3. News 4. Weather 5. Sports

IT’S NOT MAGIC…

Check out a video of the G3

BACK GO

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Engage with high-concept creative Draw consumers into a mobile internet site Mobile is immediate and anywhere Edutainment

Invite the Consumer

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Allow the Consumer to Get Closer

From: Land Rover LR2

Message

The All New LR2 is available now! Your nearest Land Rover retailer is:

Land Rover Newport BeachI1540 Jamboree RoadNewport Beach, CA 92660(949) 640-6445 – CLICK TO CALL

Sign Up for TXT Alerts

Please Enter Mobile NumberSend

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Let the Consumer Decide

BACK GO

Links

0. My Account 1. Messaging 2. Downloads 3. News 4. Weather 5. Sports

BACK NEXT

VEHICLE BUILDER

Build your own 2007 Edge

2. Select an Exterior Color

Blazing Red

VEHICLE BUILDER

BACK NEXT

Build your own 2007 Edge

1. Select Your Model SE: $27,220 SEL: $28,860

Build your vehicle

THE NEW FORD EDGE IS HERE!

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Allow the Consumer In

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Bring the Customer in with Dealer Locator and mobile mapping

Create individual site for each dealer containing:MapsAddressDirectionsOffers

Directions Approaching from London

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Continue the relationship

Service reminders

Special offers Trade-specials Test Drive Incentives End of Lease Specials

Opt in at point of sale / dealership

Program can be centrally managed across participating dealerships

INBOX 10:03

Bos Acura: It has been 3 months since your last oil change. Get 20% off if you book an oil change before 12/29/06. Call to book 617-262-5000. Reply END to end msgs.

BACK REPLY

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The 3 R’s

Reach

Relevance

Results (measured)

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Thank you