With mobile internet and smartphone usage growing exponentially, Location Based Advertising presents the most promising mobile technology with global market projected to grow $12.8 Billion over next 5 years.

1. Location Based Mobile Advertising Nagendra Kumar Lavu Senior Product Manager Product Camp - NYC Sep 17, 2011

2. Introduction Manage 3 Product lines: LBS, EMAG & Mobile Advertising 9+ years in Wireless and Mobile Industry Domain expertise in all 3 Mobile layers – Platforms, Networks and Applications

3. Agenda Location Based Mobile Advertising Overview LBA Ecosystem Market forecasts Key Market drivers and Challenges Competitive Landscape Key Recommendations LBA Architecture

5. Pull AdvertisingAdvantages Mobile is Personal, Interactive and Constantly in Use. Location adds “WHERE” filter and provides Context, Localization and Relevance LBA provides following RICH DATA to Advertisers: WHERE: Geo-Awareness WHO: Social graph and group Dynamics WHAT: Real identify of a location as well as one’s behavior and preferences WHEN: Frequency, time and duration WHY: Intent HOW: Path to arrival and Path to exit

6. LBA Delivery Models

7. LBA Ecosystem Mobile Users Ad Networks/Platform Providers Publishers/Content Providers Mobile Applications Advertisers/Brands Ad Agencies/ Marketing firms Mobile Operators

9. In 2011, 49M engaged with advertising, 12M clicked on ad and purchased an item

10. Mobile Local Ad Spending will be the fastest growing medium over next 5 years

12. Mobile Internet - 3G/4G Data Networks

13. GPS Enabled Handsets

15. Accuracy of Location

18. Location + Context is the key

19. Spam Control

21. Partner with Platform Providers and Application Developers

22. Provide Mobile App stores

25. Cell-id

26. Wi-Fi

28. CPC calculated based on CTR

29. CPA

30. Click to Call

31. Click to Navigate

32. Click to Website

34. THANK YOU Nagendra Kumar Lavu Senior Product Manager http://www.linkedin.com/pub/nagendra-kumar/6/121/2a2