©2009 Todacell Ltd.

SECTION

1. Executive Summary

2. The Market Opportunity

3. Our Mobile Ad Network

4. Case Study

5. Company Overview

Appendix

2

CONFIDENTIAL

Vision: High Conversion Network

©2009 Todacell Ltd.

Engage audience with relevant ads to exceed advertisers and publishers

conversion goals

Engage audience with relevant ads to exceed advertisers and publishers

conversion goals

Mission:

[2] Market Opportunity

©2009 Todacell Ltd.

Mobile Advertising is poised to boom to monetize this trafficMobile Advertising is poised to boom to monetize this traffic

Mobile Web Advertising Growth

©2009 Todacell Ltd.

The Kelsey Group, in a report by Mike Boland dated February 2009

USA Mobile Ad Spend will grow 7-fold in four years

Market Requirements Advertisers:

Higher Conversion of Mobile Ads Full Control and Transparency of

Conversion Process Better Optimization of Ads

©2009 Todacell Ltd.

Market Requirements Mobile Publishers:

Higher Conversion on existing inventory (eCPM)

Higher/Dynamic Ad Rates (CPM/CTR) Less intermediaries in the non-value added

networks (blind exchanges) Better Ad Optimization and Ad Quality

©2009 Todacell Ltd.

[3] Our Mobile Ad Network

©2009 Todacell Ltd.

What do we offer? Targeted Mobile Display Ads Ads in Smart Phone Applications End-to-end ad-flow management 100% transparency & control Optimized for Advertisers

Verified sites / ad position / efficiency Matching Advertisers & Publishers Campaign optimization Full Control of Conversion Process

Targeted Mobile Display Ads Ads in Smart Phone Applications End-to-end ad-flow management 100% transparency & control Optimized for Advertisers

Verified sites / ad position / efficiency Matching Advertisers & Publishers Campaign optimization Full Control of Conversion Process

Toda!Cell’s Ad Network Clients

10

CONFIDENTIAL

Fast Growing Traffic Aggregators in Developed and Developing MarketsPublishers

QualityAdvertisers

Satisfied Advertisers and ongoing partnerships with leading brands

Assuring fixed ROI / duration to Publishers

Getting committed inventory

Learning the committed InventoryCreating unique database

Matching Ads to Inventory + Campaign Opt.High conversion rates to Advertisers, eCPM

Exceeding Market Requirements

©2009 Todacell Ltd.

Key Growth Indicators

* Data Reflects Monthly projections of Last Month of respective Quarters

Case Study: DateDicted

Mobile dating in Germany Click ID™ Conversion Tracking Initially all operators/devices

Limiting to best operators & devices boosted conversions & eCPM dramatically! (255%)

CONFIDENTIAL 13

eCPM

4141

Case Study: O2 SIMs

CONFIDENTIAL 14

CTR & eCPM continuously improve throughout!

CTR & eCPM continuously improve throughout!

free

Testimonials Mobiluck Olivier Chouraki, CEO, 7 July 2009:

“Mobiluck has 20 global advertising partners and Todacell is the best. They deliver the highest CPM , and attract major brands, define the right targeting, generate very high click-rates and make advertisers happy. They get good ROI and come for more.“

eBuddy, Rogier van den Heuvel, VP World Sales, June 2010

“ TodaCell is the best in monetizing our inventory. They study it in and out, and map the inventory to the appropriate advertisers. They understand mobile advertising very well!”

Core Technology Strong Data analysis Targeting and segmentation Dynamic Optimization Robust Ad Serving Conversion Tracking

(USA, 2006) *Ranked 6 in U.S. traffic in 2009. Off-Deck Premium Mobile Ad Network. Strong in mobile APP Ad delivery around smart phones. Mostly U.S. traffic. $28M raised before acquisition. Acquired by Apple for $275M.

Managed AD Network Competitors

©2009 Todacell Ltd.

(USA, 2004) *Ranked 7 in U.S. traffic in 2009 and most traffic in the U.S.. On and Off-deck Premium Mobile Ad Network. Leader in On-Deck in the U.S. Targeting Engine claims to deliver higher ROI to advertisers and higher monetization for publishers. No ad delivery system. $72M raised to date.

* IDC rankings unless noted otherwise

Managed AD Network Competitors

©2009 Todacell Ltd.

* IDC rankings unless noted otherwise

(USA, 2006) * Ranked 1 in U.S. traffic. Most traffic in the U.S. Off-deck Full Service Ad Network with managed campaigns. Proprietary planning and collaboration tools. Has developer network/platform. $40M raised to date. Searching for a $400M to $500M acquisition or will IPO. Has negotiated M&A with Yahoo, Microsoft and RIM.

(USA, 2008) White Labeled and Self Serve Mobile Ad Network. Focuses on Brand Management and Mobile Marketing for advertisers. Mostly U.S. traffic. $10.3M raised

Blind Ad Network Players

©2009 Todacell Ltd.

(USA, 2006) * Ranked 2 in U.S. traffic and 1 in global traffic (50/50 in traffic allocation).. Off-Deck Mobile Ad Marketplace, a bidding Network. Focused on inventory traffic and delivery than ROI/CPM. $47M raised before acquisition. Acquired by Google for $750M.

* IDC rankings unless noted otherwise

(Israel, USA, 2005) Largest On-Deck Traffic network Most ad traffic in Europe. Primarily On-Deck Mobile Ad Network and marketplace. Initially Focused on inventory traffic and delivery than ROI/CPM. Recently acquired Ring Ring Media to address ROI and ECPM. $54M raised.

Blind Ad Network Players

©2009 Todacell Ltd.

(India, 2007) Top 10 in global traffic. Global Off-Deck Mobile Ad Network. Target is more mobile web than ads in apps. Strong in Asia and Africa. Moving to Europe. $15.6M raised.

* IDC rankings unless noted otherwise

[4] Company Overview

©2009 Todacell Ltd.

Corporate Timeline Originally founded in March 2007 by veterans of the digital advertising industry sharing a vision for a operator-free

premium mobile ad network solution.

Today

March 2007:

• Company Self Funded• Began Todabridge platform development

• 4 Publishers Clients

2007 2008 2009

22

• 900k secured in investment in 2008• June: Todabridge 1.2 released. • Oct: Secured Series A Investment• Nov: Launched JP version of Todabridge 1.2

• 6 Advertiser Clients

• 09/10: $1.2M in new investment (existing investors)

•April: Todabridge 1.5 released. TodaNow! Ad network for Smartphones goes live

• 10M in Ad Impressions/mnth• 2B in Ad Inventory• 9 large new publishers • 49 new advertiser clients

• 22 Large mobile publishers• 4 large aggregators• 90+ advertisers

• 9 Employees• 2B Ad Requests/mnth• 10B in ad inventory

TodaCell’s management team has significant experience in Online Ad, Internet Commerce and Mobile technologies.

Name / Title Experience Background

Chief Operating Officer – Manages global business operations Previously General Manager of AXN television network and mobile at Sony

Picture Entertainment Co-Founder and SVP Marketing, Sales and E-Commerce at Walla!

Communication. Walla dominated 60% of online ad market and #1 brand in Israel under

MA in Business

20 YearsPini SternchosCOO

Developed TodaCell web based and mobile based platform Previous Co-Founder and creator of adroyalties.com (ad based UGC Video

sharing platform) Previous developer and team leader for Checkm8 (rich media ad platform) BS in Software Engineering

6 Years

23

Founder and CEO of TodaCell Former CEO Checkm8 from founding to successful global penetration in

the online advertising medium President and COO of Adwise online targeting solutions provider Former research engineer at Bell Labs and Lucent BS in Electrical Engineering, MS in Systems Architecture and MBA

22 YearsMoshe VakninFounder, CEO

Management Team

Guy BashanVP R&D

Investor Base

Founded:

Capital Raised to Date:

Rounds of Financing:

Latest Equity Round:

2007

$2.1M

4

$1.2M

Experienced and Serial Team

Funded for Organic Growth

Strong continued support

Existing investors 2009-2010

24

Financial Overview

25

P & L Forecast

-5

0

5

10

15

20

25

30

2010 2011 2012 2013

EBITDA

GROSS MARGIN

SALES

SALES

GM

EBITDA

$890K

10K

$(1,064)K

$5.03M

0.73M

$(1.72)M

$12.95M

4.04M

$0.93M

$25.31M

9.14M

$4.08M