Phunware is a mobile technology company that offers a fully integrated platform called Mobile as a Service (MaaS) that allows brands to engage with users on mobile. It has over 150 employees and is headquartered in Austin, Texas with additional offices in California and Maryland. Phunware's platform processes over 500 billion transactions per year and has launched hundreds of branded mobile applications.

2. phunware.com
Phunware Overview
2
Phunware is the pioneer of Mobile as a Service (MaaS) – the only fully
integrated services platform that enables brands to engage, manage and
monetize users on mobile.
• 500+ Billion Transactions per Year
• 100+ Billion Advertising Transactions per Year
• Hundreds of Millions of Videos Served
• Tens of Millions of Downloads
• Hundreds of Branded Applications Launched
• #1 Globally in Multiple Categories
• 150+ Employees
Founded
February 2009
Structure
Delaware “C” Corporation
Headquarters
Austin, Texas
Offices
Irvine, California
Santa Ana, California
San Diego, California
Rockville, Maryland
Legal
Wilson, Sonsini, Goodrich & Rosati
Palo Alto, California
Company Overview Video
phunware.com/company
Life at Phunware Video
phunware.com/company/careers

3. phunware.com
Corporate Structure
3
As an entrepreneur and mentor, setting up your business always comes back to three main
things: how do you structure, how do you finance and how do you scale.
Startup Advice
Hire your first employee as if your life depended on it.
Figure out what problem your company solves and prove it with paying
customers.
Select a financing approach that is consistent with your business goals. You
have to know early on if you will self-fund or choose third party financing.
Read Alan’s WSJ blog on choosing the right corporate structure.

4. phunware.com
Page Title Goes Here
4
Mobile Market ShareMobile MythBusting

5. phunware.com
Android vs. iOS
5
There are dozens of headlines about the growth of
Android. What these articles and blogs rarely cover is
how these platforms compare in terms of engagement.
Using data from our customer, E! Online, we see that
the engagement relationship is inverse. iOS is winning.
Engagement is one of the core metrics of mobile. As
an industry, we have moved beyond downloads as the
primary measuring stick; research shows that one-third
of all applications are used only once.
Mobile MythBusting
View Live Feed

6. phunware.com
Budget
6
You should spend $100K - $150K per application per platform
to be competitive with your peers.
Here are some data points on mobile costs:
Mobile MythBusting
Within our premium portfolio, we see professional sports organizations spending more than
$1M on mobile application portfolios.
Our average services engagement is $450K - $500K for a single mobile application portfolio
on iOS and Android.
Mobile scale is not dissimilar to online scale; real investment is required to do things “right.”
Mobile is fluid. Brands must budget for the full lifecycle of an application, including launch,
roadmap evolution and retirement (if needed).

7. phunware.com
HTML5 vs. Native
7
Write once, run everywhere is a seductive myth. So is HTML5.
Mobile MythBusting
Consumers use 80% applications and 20% mobile web. Native is the gold standard.
Users and advertisers prefer the greater tracking, speed and sophistication of native.
Prioritize user experience over technology.
Native applications outperform web applications on the same hardware.
Allow the desired feature set to dictate the underlying technology selections.
Best Practices for Mobile Development.

8. CASE STUDIES

9. phunware.com
CASE STUDY 1
Discovery Communications
9

10. phunware.com 10
Web centric development thesis, with
strong preference for HTML5
Belief that end user experience defines
mobile success
Despite “love” of HTML5, opts for native
apps or native centric hybrid apps
Belief that HTML5 cannot deliver the
best user experience
HTML5Native Hybrid

11. phunware.com
CASE STUDY 2
NBC Sports / Olympic Games
11

12. phunware.com
NBC Universal Sports Network
12
iOS
Ratings
This is not a native Android app and it shows... slow, jerky animations, and
crashes.
Powered by Adobe Air :(
Ratings Performance Across Devices

13. phunware.com
End User Feedback
13
Universally consistent poor ratings and poor
performance across all devices
TV Everywhere authentication missing
Users willing, but unable, to pay for content
Slow, unstable and buggy experience
“Write once, run everywhere” platform failure
Ratings Performance Across Devices

14. phunware.com
CASE STUDY 3
Facebook
14

15. phunware.com 15
APP RATING HISTORY
Native HTML5 Re-Launch Native
2010 2011 2012

16. phunware.com
FACEBOOK MOBILE TIMELINE
16
Native HTML5
Negative
Feedback to
HTML5
S1 Filing
Business
Insider Blog
Posting
S1
Amendment IPO
Share Price
Cut in Half
Instagram
Acquisition
Backtrack to
Native
Facebook
Native Photo
What’s
Next?
05/11/10 10/11/11
11/01/11 05/09/12
02/01/12 05/16/12 05/18/12
08/31/12
09/06/12
07/25/12
08/23/12

17. phunware.com 17
Maintain free online accounts “as is”
Maintain free mobile web and free mobile app for users accepting a minimum
number of Sponsored Stories and ads
Charge $4.99 per year for ad-free mobile web access and charge $9.99 per
year for ad-free mobile app access
Allow any user not selecting from these access options to leave Facebook
MONETIZATION SOLUTION FOR FACEBOOK
“Back To A $100B Valuation In 3 Months”

18. OBSERVATIONS

19. phunware.com
Phunware Recommended
19
Prioritize user experience over technology ... always
Realize that native apps will outperform web apps on the same hardware ... always
Allow the desired feature set to dictate the underlying technology selections ... always
Leverage HTML5 in non-core areas, but also understand that it's use is crucial to search
based web discoverability ... always
Select app solutions that are right for your brand, users and budget, but clearly understand
the underlying consequences of your choices ... always
Best Practices
Best Practices for HTML5 Development:

20. phunware.com
Trade Off
20
Getting HTML5 “right” will likely require an investment commensurate with
native development (and may still never work)
The more complicated the feature set, the less likely that your HTML5 deployment will be
useable or successful (OK for simple things)
HTML5 is evolving, but still lacks optimizations available for native components (don't be
religious about technology)
“Write once, run everywhere” actually equals “average everywhere and exceptional
nowhere” (equates to the least common denominator of the worst possible platform)
Cost vs. Functionality
Cost vs. Functionality:

21. Corporate Headquarters
7800 Shoal Creek Blvd, Suite 210 W
Austin, Texas 78757
Office: (855) 521.8485
Email: sales@phunware.com
www.phunware.com