The document discusses new trends in the mobile marketplace. It notes that there are now over 4.6 billion wireless subscribers worldwide, with mobile data contributing 26% of the $1.1 trillion in total carrier revenues. Smartphones are becoming more popular, with 45 million users in the US. Mobiles allow for immediate access to information, location-specific content, and new forms of advertising like QR codes and mobile coupons. The mobile retail market is projected to reach $8 billion by 2012 and $12 billion by 2014. Apps have also driven growth, with over 200,000 available and games being the most popular category.

1. Why Mobile Matters New Trends in the Mobile Marketplace Marc Nathan IABC Houston May 13, 2010

2. Mobiles are Pervasive 4.6 billion wireless subscribers worldwide 297 million wireless subscribers in the U.S. 916 voice/136 SMS messages per month Mobile Data contributes 26 percent of$1.1 trillion ($220 billion) of all carrierrevenues worldwide.

3. Most Important Features

4. Feature versus Smart

5. Smart Operating Systems

6. 45m US Smartphone Users

8. Who’s on What

10. Mobiles are New Mobile Coupon Redemption Smart Poster Fees Advertising Expenditure Mobile Retail Market $8 Billion by 2012$12 Billion by 2014

11. Cracking the Code(s) QR Code UPC Datamatrix mTag Text Pictures Hyperlinks Contact Information

12. Mobiles are Immediate Ability to change message Comparison shopping Mobile Coupons

13. Mobiles are Direct

14. Mobiles are Textual

15. Relative Screen Sizes 13”

16. 2” 52”

17. Mobiles are Hyper Local

18. Mobiles are Specific Mobile Content UsageTotal U.S. 234m Age 13+Source: comScoreMobiLens

19. Mobiles are Fun Most Popular App Categories1) Books 2) Games3) Entertainment 4) Education 5) Travel

20. Mobiles are Distinct Browsing Email Calendar Maps

22. Apps by the Numbers Total Active Apps: 198,355Total Inactive Apps: 33,701Total Apps in US App Store: 232,056Number of Active Publishers: 38,928 Current Average App Price: $3.09Current Average Game Price: $1.33Current Average Overall Price: $2.83 Cost to Buy All Apps: $560,449.69

23. In Conclusion Mobiles are New Mobiles are Immediate Mobiles are Direct Mobiles are Textual Mobiles are Hyper Local Mobiles are Specific Mobiles are Fun Mobiles are Distinct Mobiles are Here to Stay

24. Thanks for your time Q & A Marc Nathan marc@chaione.com 713-569-3703 @marc1919 http://www.slideshare.net/why-mobile-matters