1. Asias 1st Integrated Mobile Campaign for Exhibitions 1

2. Agenda Background of HKTDC Market Trend Asias 1st Mobile Campaign Result Benefits & Conclusion 2

3. Background of HKTDC The official agent in Hong Kong for promoting Hong Kongs trade with the world since 1966 Over 30 world-class trade fairs a year in Hong Kong 8 are Asias No.1 3 are Worlds No.1: - Hong Kong Gifts & Premium Fair - Hong Kong Watch & Clock Fair - Hong Kong Electronics Fair (Autumn Edition) The only laureate in Asia of the UFI Operations Award 2009 Hong Kong Watch & Clock Fair Hong Kong Electronics Fair (Autumn Edition) Hong Kong Gifts & Premium Fair 3

4. Worlds No.1 - Hong Kong Watch & Clock Fair Ranking of Trade Fairs in World (Watch) No. of exhibitors 800 708 600 573 400 182 200 0 Hong Kong Baselworld JCK, Las Vegas Watch & Clock Fair 4

5. Worlds No.1 - Hong Kong Gifts & Premium Fair Ranking of Trade Fairs (Gifts) No. of exhibitors 5,000 3,983 4,000 3,451 2,900 3,000 2,000 Hong Kong Premiere, New York Gifts & Premium Fair Frankfurt International Gifts Fair 5

6. Worlds No.1 - Hong Kong Electronics Fair (Autumn Edition) Ranking of Trade Fairs (Electronics) No. of exhibitors 4,000 2,852 2,700 3,000 2,000 1,164 1,000 0 Hong Kong The International CES, IFA, Berlin Electronics Fair Las Vegas (Autumn Edition) 6

7. A Total Solution Approach Exhibitions + Publications + Portal = A quality, effective, one-stop international platform for buyers and exhibitors 7

8. Market Trend Changing Behaviour Advances in technology mean that people are now using mobile devices for much more than just voice communication and text messaging; they now use them for web browsing, search, travel directions and more Chief Marketer (online resource) 8

9. New Force Not to be Missed: Mobile Research company eMarketer predicts: Advertising spend via mobile 2010: USD 17.8 billion 2007: USD 2.43 billion 9

10. Asias 1st Integrated Mobile Campaign for Exhibitions - Launched Mobile Info Site for 30 fairs (trade & public) - Partner with all 5 mobile operators 10

11. Strategies 1. Countries SMS to inbound international roamers from 30 pre-selected countries (in French, Japanese, etc) 2. Locations Location-based SMS to users in designated locations: Companies in certain areas (e.g. Jewellery Show, Toy Fair) 3. Background SMS to users registered under corporate/SME accounts 4. Mobile devices SMS to buyers using high-end mobile devices (e.g. Blackberry, iPhone) 11

12. Strategies 5. Interest - banner ads in special interest sites (e.g. finance channel) to recruit business people 6. Shortcode print ads with shortcode (e.g. 63900701) offering free m-coupons 12

13. 13 3. Finish the pre-registration Register Anywhere, Anytime 2. Enter your email address 1. Click the "Pre-registration" banner

14. Access Fair Info Anywhere, Anytime 14

15. Video Demo Please click here to see demo video (go to View Slide Show, then click above link to see the video) 15

16. Smartphone The Next Trend Market share Q2 2009 vs 2012 2009 % share 2012 % share 60 50.3 50 with built-in app store 39 40 with built-in app store without built-in app store 30 20.9 without built-in app store 20 14.5 13.7 13.7 12.8 12.5 9 7.5 10 2.8 3.3 0 iphone Blackberry Android Symbian Windows Others Mobile Source: Canalys estimates, Canalys 2009 16 http://www.canalys.com/pr/2009/r2009081.htm

17. Smartphone Application Our Reach 3 mobile applications are developed to reach 49% of smartphone users, or 75% of those with application download function, by Feb 2010 Android, Symbian 14% - phone without Others, 3.3% built-in app store, 35.1% Microsoft, 9% iphone, Symbian - phone with 13.7% built-in app Blackberry, store, 3.9% 21% 17

18. 3 Apps Reach 75% Smartphone Users iPhone launched in Oct 2009 - 4,724 buyers downloaded the app - Top 10: HK (3128), US (535), Australia (99), UK (96), France (91), Canada (87), Japan (76), Taiwan (60), Germany (58), China (57) Blackberry launched in Dec 2009 - 1,203 buyers downloaded the app - Top 10: HK (546), US (289), Indonesia (87), UK (55), Canada (39), India (25), S. Africa (23), Venezuela (21), Mexico (17), Singapore (12) Android Feb 2010 - HTCs Hero, Magic, tattoo ; Samsung Anycalls Galaxy; O Phone and 30 more models coming in 2010/11 In which, over 38% are overseas users 18

19. Recognitions Technology Industry: - HKICT Award 2009 Certificate of Merit - GSMA Global Mobile Awards - shortlisted - Blackberry Developer Challenge Bronze Award Exhibition Industry: - UFI Marketing Award one of the three finalists Marketing Industry: - Digital Media Marketing Award - Bronze Award 19

20. Advantages Over Traditional Media 1. More targeted 200 2. Higher penetration: mobile: 170% 150 2.5G & 3G: 64% 100 170 3. Measurable 50 79 4. Actionable 0 Mobile Household penetration rate (%) broadband Data: OFTA August 09 20

21. Result Positive Media Coverage ODN, 30 Dec 2008 Headline, 29 Dec 2008 HKET, 30 Dec 2008 21

22. Positive Media Coverage Ming Pao, 20 Jul 2009 HKET, 29 Dec 2008 SING TAO, 22 Jul 2009 , 5 Feb 2009 22

23. Positive Media Coverage www.fashionmag.com, www.larevuedesmontres.com, 3 Nov 2009 3 Nov 2009 Headline Daily, 15 Oct 2009 www.gc.freshmedia.com.hk, 5 Nov 2009 HKET, 5 Oct 2009 23

24. Positive Media Coverage PC Weekly, 17 Nov 2009 www.gc.freshmedia.com.hk, 5 Nov 2009 24

25. Positive Media Coverage Capital Weekly, 1 Jan 2010 Sign Tao Daily, 13 Jan 2010 Sign Tao Daily, 11 Jan 2010 Metro Daily, 14 Jan 2010 HKET, 13 Jan 2010 25 Headline, 13 Jan 2010

26. Result More Buyers, Expanded Database 21,395 buyers registered 26 26

27. Demo by Chief Executive of HKSAR Chief Executive of HK used the mobile site to search for a book, located the booth and made a purchase at the Hong Kong Book Fair! 27

28. Proactive, Targeted & Cost Effective 1. Convenient: - buyers opt-in anywhere, anytime 2. Expand database: - acquire potential buyers not in HKTDCs existing database 3. Strong brand presence: - ensure presence in the mobile environment 4. Measurable & cost effective: - real-time traffic reports - instant action can be taken 28

29. Conclusion 1. Asias 1st integrated mobile campaign for exhibitions 2. Drive up buyer attendance 3. Set new standard for the industry 29

30. Thank you !