mippin overview

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Product & Company overview

prepared for:

Slide 2Confidential Refresh Mobile

MippinMippin is a next generation mobile portal which makes it fast and easy for users to find, discover, and share web

content

Mippin’s unique publishing platform and features drive deep user engagement and loyalty

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Agenda

Market Opportunity

Product Solution

Technology

Confidential Refresh Mobile

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Mobile web: The next wave

Mobile is a huge market opportunity

Mobile Subscriptions per Internet user:

> 4 times greater

Mobile Media audience is growing fast

750m

3200m

Mobile Subs Internet Users

8m

33m

UK USA

Mobile Internetbrowser users for news/info (m:Metrics Apr08)

Mobile advertising is early stage but mobile is definitely on the agenda now

Large scale brands have taken it seriously and are ready to reap rewards

Nearly a quarter of all traffic is headed to content portals or search engines (Opera)

Full web surfing accounts for 77% of all traffic (Opera)

3G Penetration at 15%; Inflection point at 20% (Mary Meeker)

The most well developed mobile advertising markets worldwide are UK, US, India and South Africa (AdMob)

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Solving the end user problem

End user problem

Co

nsu

mer

s

• Hard to get their favourite web content on mobile

• Difficult to find new interesting content

Mippin solution

• Web content perfectly rendered for mobile, quickly and consistently

• Multiple ways to discover, personalise and share new content

Existing options provide a poor user experience Network operator portals limited PC web sites slow to load on mobile Sites transcoded for mobile difficult to navigate Difficult to find mobile optimised content Don’t want to pay for content

Mippin Fast, elegant & consistent format 42,000 of the best content web sites & growing Easy to discover & share interesting new content Automatically personalised for user Widgets for fast access to personalised info Free service

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Solving the publisher problem

Publisher problem

Co

nte

nt

Ow

ner

s Mippin solution

• Want to extend reach and distribution to mobile

• But see it as complex, expensive and difficult to monetise

• Makes it simple to create mobile solution, using existing RSS content

• Can easily customise, brand and insert advertising

Want to reach users wherever they are See mobile as new and unproven Know it’s complex & don’t have expertise Want to experiment cheaply and easily Want to control their content and brand

Mippin Mobilizer Enables re-use of existing RSS syndication Simple to do with free web based tool Site can be customised with owner’s brand Bespoke URL & widget created for promotion Content can be monetised with contextual

advertising

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Market Opportunity

Product Solution

Technology

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Mippin delivers a great experience on any browser on any phone

Mippin is a next generation mobile portal which makes it fast and easy for users to find, discover, and share web content

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Over 25 million stories from 42,000 sites and growing fast

Mippin brings together the broadest range of web content

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….and delivers it fast and in the perfect format for your phone

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Mippin makes it easy to quickly find what you want…

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..and discover new interesting things

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and see what others are reading

You can easily share your favourites with friends…

Add story..

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You can see what’s happening in the Mippin community..

and find others whoshare your interests

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Mippin remembers what you like:

and recommends interesting new things

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And it’s easy to personalise Mippin with your choice of widgets

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Mippin Key Benefits

Fast

Easy

Comprehensive

Smart

Mippin average page size is 24K; makes for swift loading time Many times faster than accessing the web page directly

Content is delivered in the same consistent format to the highest quality the device and browser can support

From branded sites in the fat head, to the most niche content in the long tail

Enables user to find what they want with search or browse Automatically remembers what you like – Smart favourites Shows what others are reading ad makes recommendations

All these benefits translate into very engaged users with high frequency and page views/visit and strong viral adoption through sharing & recommendations

Great UserExperience

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Mippin Mobilizer

Enables publishers to create an optimised version of their site in seconds

Uses existing RSS feeds

Can customise, add branding and insert advertising

Automatically added to Mippin content universe

Publisher can promote direct link to uses e,g. mippin.com/cnet & auto-redirect

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Mippin Mobilizer

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Mippin Mobilizer Key Benefits

New Audience

Content Control

Content owner can reach a new, inquisitive global user base that is increasing rapidly every day

Page loading time is faster and content size is optimised

Full control of branding and logo and access to reporting statistics and traffic figures

Click-through rates between 1%-5% and 15%-18% on contextual ads

No cost for content publisher, Return on Investment is immediate

Great UserExperience

New Revenue Streams

No associated Costs

Mippin Mobilizer is a web-based mobile content publishing platform that enables content owners to create in minutes a mobile version of their site

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Corporate Profile

Market Opportunity

Product Solution

Technology

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Slide 22

Mippin’s architecture: Overview

Fast high quality display in any browser on any phone

DY

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IMIS

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USER DIRECTED personalisation

AUTO personalisation

PERSONA BASED defaults

PE

RS

ON

AL

ISA

TIO

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BROWSE & SEARCH user directed discovery

DYNAMIC content promotion

DIS

CO

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RY

SOCIAL content surfacing

CONTENT SHARING

SO

CIA

L

Channel

Site

Site

Site

Site

Category

Channel

Site

Site

Site

Site

Channel

Site

Site

Site

Site

ChannelS

ite

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Slide 23Confidential Refresh Mobile

Thank you