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The Mobile Analytics Opportunity

Understanding the performance of mobile websites, mobileadvertising and mobile search is becoming more importantas spending on mobile marketing increases.

With strong technology and a leading position in this earlystage market, Bango sees a major opportunity as this“mobile analytics” market starts to emerge.

Ray AndersonCEO

Anil MalhotraCMO

not confidential

V3.0 20 Aug 2008

© 2008 Bango plc

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Chosen by mobile operatorsto drive off-portal

Award winning technology

Chosen by leading businesses

• Global technology company

• Recognized Mobile web leaders

• Analytics and payment focus

• Founded 1999

• On London Stock Exchange(AIM: BGO)

• Offices in USA (New York), UK(Cambridge) & Spain

• 2,000 + content providers useBango in over 150 countriesacross hundreds of operators

Who is Bango?

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Bango has key role in enablingmobile web growth

Internet / Web

Mobile Webconnected

by Mobile Operators (MNO)

Traditional Webconnected by

Low value-add ISP’s

+ Personal-ID

+ Location

+ Billing

Share of internet traffic through MNO’sto mobile devices is growing fast:- Mobile broadband becoming relaible and cheap- Mobile devices getting more capable- Already 1 billion mobiles can browse websites

MNO can bring value beyond fixed ISP:- Personal identity integral to connection- Billing pre-integrated into the service- User location through mobile network

Complexity has slowed exploitation:-There are hundreds of different MNO’s-There are multiple technologies and API’s for integration- MNO’s want to limit their commercial relationships- Interfaces and options are complex and evolving rapidly

Bango provides the common Payment andAnalytics platform that makes thesevaluable services quick and easy tointegrate into any website targeted at mobileusers.

Bango opens up the mobile web tohundreds of thousands of website owners,advertisers and content providers.

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Bango Evolution

2001 - 2003 2004 - 2007 2008 -

• One-click payment mechanismmaking transactions simple

• Maximizing payout rates withtop payment providers

• BillRank technology delivershighest success rate

• Mobile web based paymentsgaining momentum vslegacy PSMS-based payments

• Deployed by thousands of off-deck content providers globally

• More than 23 million users inover 150 countries

• Leading global mobile webpayment provider by value& volume of transactions

Bango creates a paymentplatform for mobile

internet content

$14.1M

Extensive deployment ofBango Payment

with customers globally• Specific Mobile analytics

technology, using technologyand proven systems fromBango Payments service.

• Relationships and wide rangeof customers give Bango a bigadvantage in this market.

• Independence from marketingand search companies isimportant to advertisers.

Growth in Bango Paymentsusage world-wide

Launch of dedicatedBango Analytics product

$0.6M

$27.3M

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The new Internet opportunity: Mobile

• Big on-line advertisers developing their mobile web presence

• Yahoo, Google, Microsoft investing heavily in mobile• Nokia and Apple stimulating more mobile web browsing• Operators keen to capture revenue opportunities on mobile marketing

• Analysts predict rapid mobile growth– Gartner (IT):

$11Bn spend on mobile ads by 2011– eMarketer:

$11.3Bn spend on mobile ads in 2011

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PC analytics do not work on mobile

• Wrong technology: Mobile browsers are diverse & different– Embedded JavaScript does not work– Cookies are unreliable– Mobile browsers rarely pass referral information– Network address of operator gateway, not the customer’s phone

• Lacking information: Richer information available from mobile users– Cannot uniquely identify individual visitors (and across multiple visits)– Important mobile information not given

• Country, network operator (including MVNO), language or phone

"Our tests have shown that Google Analytics on mobile is flawed and gives advertisersinaccurate results for any Mobile AdWords campaigns“ AccuraCast.com

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Bango Analytics: Solution for Mobile

Bango Technology & Product• Leverage pre-existing mobile centric technology & relationships• Data pool from millions of users and thousands of sites• Reliable, scalable systems – proven with high traffic volumes• Payment collection and tracking options

Bango Business Solution• Focus on the content providers (advertisers / site developers)• Content agnostic – no bias to or from any genre or technology• Advertiser agnostic and totally confidential• Partnering model – work with agencies, site builders• View across entire industry• Business partner for MNO’s

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Data CaptureUser interactions & other events

Data EnrichmentAdd mobile & other data

Powerful Product Architecture

Web Services(server to server)

+ Event tracking (e.g. payments)+ Campaign tracking (unique URL)+ Page tracking (image or other embedding)+ Other information (API, sniffing etc.)

Transactional(real-time) data

Data Warehouseall visit & event records

Post capture enrichment+ Operator, device, user information+ Comparative demographics+ Cross site information (user journeys)

Real-time Reporting+ Personalize site / experience+ Live reporting

Export to other systems+ Detailed user data+ Use own tools (Omniture)

Operators

& Manyothers

Carrier Integ.

20M+ user profilesHistoryAttributesDemographics etc.

User Data

AnalysisExtract actionable Info.

Real-time Enrichment+ Operator, device, user information+ Page, query, referrer, reference, AV+ Event values (cost, payment, goal)

Online Reports (SAAS)+ Operator, device, user information+ Page, query, referrer, reference, AV+ Goals, Campaigns, Stats, compares

Bango has unique ability to enrichthe captured data using carrier relationships

and unique “cross-site-view”

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Bango enrichment technologyDuring the user’s browsing session

• Generic data: Referrer, passed info., query strings• Device Header: Enriched by Bango Data+DeviceAtlas• Operator / ISP: Bango Database (built over 8 years)• Identity: Special carrier relationships, headers, gateway probing, cookies• Special treatments: Blackberry mapping, Opera Mini, ISP determination• Event context: link tracking, page tracking, goal, etc.

Post capture / Downstream enrichment

• Visit Detail: As more information becomes available, apply enrichment to data capturedpreviously. Examples: Device, device capabilities, carrier

• Visit Data: By inspection of user history with other tracked sites, can provide extra dataabout visits (based on user journey / history / other site visits)

• User Data: Bango collects info. Such as age verification, payment transactions, WAPfavourites, user support transactions.

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What a user can see:

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Visitor view

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How Big is Mobile Analytics Market?

USA Quarterly Internet Ad Spending

2007 GLOBAL Internet Ad Spend:Kelsey Group: $45BnIAB: $42BnZenith: $47Bn

2007 Analytics Spend:

Est. $900m(1.5xUSA+EU)~ 2%

~ 2%2011 GLOBAL Mobile Ad Spend:Gartner (IT): $11BneMarketer: $11.3Bn

2011 MobileAnalytics Spend:

$200mbased on same 2%

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Bango Analytics Value Proposition• Highly experienced team that has developed industry leading

solutions for Mobile Payments and Analytics• Solutions deployed by thousands of off-deck

content providers globally• Data from more than 23 million users in over 150 countries

• Strong relationships and close contacts with major Tier 1 and Tier2 mobile operators

• Extensive cross customer database of end-user histories

• Leveraging existing relationships with thousands of off-deckcontent providers to roll-out analytics solution

• Unrivalled ability to collect data on users and their behavior• User identity, history, location, click path, and other critical data

• Detailed analytics help evaluate traffic sources, measurepromotional campaign effectiveness and users’ mobile Web usageand movement pattern to optimize marketing spend

• Ability to monetize assets/content more effectively.

Experience

Relationships

Solution

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Summary

• The market for Mobile Analytics products is expected to besignificant and fast growing in the coming years.

• Bango was first to market, is winning customer,and has unique technology and relationships.

• We believe that we are well positioned to compete for asignificant piece of this marketplace.

• Our R&D, marketing and sales activity for Bango Analyticsis highly synergistic with our Bango Payments business