Unwired Appeal USA

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• Unwired Appeal USA
• Interactive Mobile Solutions
• Presented to AMP
• January 24th, 2008

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Unwired Appeal

• UA builds and deploys all interactive mobile
  solutions in-house Platforms and technology are
  proprietary to Unwired Appeal
• Additional capabilities include strategic
  consulting, youth and generational marketing, and
  brand marketing
• Founded in March 2003, UA is one of the first
  interactive mobile solutions firms in the USA
• Offices, engineering, and network facilities
  located in Boston, USA
• Customers include marketing and advertising
  firms, major brands, sports teams, and corporate
  IT

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Unwired Appeal Mobile Capabilities
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Introducing UAs Text-to-Screen

• Turns any screen into interactive graffiti wall
• Audience texts message to shortcode via keyword
• Messages are displayed immediately
• Can be implemented at any scale Web-page to
  Billboard
• Demo
• http//customer.unwiredappeal.com/tts/demo5.php

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Mobile A New Channel

• A general social trend has accelerated We are
  more mobile (away from home and offices) than we
  have ever historically been.
• The mobile phone has become the most ubiquitous
  and personal device in history
• The most populous US generation, Millennials
  have adopted the mobile phone, are abandoning the
  web, and shifted their disposable income to this
  device.
• A 2005 report from the Pew Project called "Teens
  and Technology" found that teenagers preferred
  text messaging for talking to friends, but use
  e-mail to communicate with "old people."
• Implication for Marketers
• Texting and the use of the mobile device has
  become the preferred means of communication for
  an entire generation

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Opportunities for Agencies

• All promotional activities for clients can be
  mobilized adding a mobile, instant, and
  interactive component
• In-venue or location based marketing campaigns
  can now harness the power of the phone in the
  hands of audience members
• In-venue signage or billboards now become
  interactive with audience members.
• Voting, contests, and sampling can be conducted
  via the mobile phone.
• Any communication or campaign with audience
  becomes interactive
• User- generated content can be sent from
  anywhere, anytime
• Interactive strategy is now extended to the
  phone
• Coupons, offers and promotions can be sent to the
  mobile phone to be redeemed at the point of sale
• Ability to download media to mobile phone
  extending branding to the individuals phone (and
  create source of viral marketing)

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Case Studies
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Interactive TV NY Knicks Text and Watch 2 Win
Campaign for MSG Networks and Verizon

• Goal Promote Verizon Wireless via interactive
  mobile events and Text2Win sweepstakes
• The Vote
• Voting questions broadcast (TV Overlay) on MSG
  Networks during the 1st quarter of NY Knicks
  season games
• Viewers send vote from cell phone
• Results broadcast in 4th quarter with drop-in
  discussion by Knicks announcers
• The Sweepstakes
• Each vote an entry for a chance at 100,000
  half-court shot

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Dallas Cowboys - Text2Win Win a Ford
F-150 Sponsored by Ford
Goal Promote Ford and the new F-150. Create fun,
interactive event for Cowboys fans

• The Contest
• Fans text their seat numbers to 90430
• Call-to-Action
• Street teams
• Jumbotron
• Winners selected at random
• Grand Prize winner throws football at half-time

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(No Transcript)
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Rolling Stones - Text2Win A Bigger Bang tour
Sponsored by Radio Shack
Goal Promote Rolling Stones A Bigger Bang
tour with interactive SMS Text2Win

• The Sweepstakes
• Call-to-action launched in marketing efforts
  prior to concert tour and also in-venue during
  shows
• Fans text STONES to 90430 to enter sweepstakes
  for a chance to win an all expense paid trip to
  see the final show in Hawaii

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Outdoor Information On-DemandTimes Square Text
Chicago Billboardfor NAMCO and Broadway show
Chicago

• Goal Create interactive billboard to drive
  customers to Chicago box office
• The Billboard
• Located in NYCs Times Square
• CTA Text CHICAGO to 90430 for exclusive news and
  ticket info

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Outdoor Interactive Develop a Point of View
Billboard for BBC World and BBDO
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Outdoor Interactive Voting Develop a Point of
View Billboard for BBC World and BBDO
Winner 2007 Obie Award Best in Show

• Goal Promote launch of BBC America with an
  interactive billboard
• The Billboard
• Located at gateway to NYCs Times Square
  (Broadway 50th)
• Pedestrian and automotive traffic text their vote
  and watch the display change in real time
• One month event with a new interactive poll each
  week

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Mobile Multimedia Ringtone Wallpaper Promotions

• Goal Attract participation from 18-34 target
  demographic by providing free ringtone
• Disney/BuenaVista and Jambo
• Promote release of Wes Cravens Cursed DVD
• Fans can download via shortcode custom Howltone
  for their mobile phone
• BestBuy
• Promote new websites GadgetNinja.com and
  BestBuyBuzz.com
• Visitors able to download custom BestBuy
  wallpapers and ringtones to their cell phones

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Mobile Multimedia Mobile Video Distribution

• Goal Showcase cutting-edge mobile technology
• Mazda CX-7 (DonerUS)
• Launch of CX-7 at Detroit Auto Show
• Visitors download custom CX-7 video and photos by
  texting MAZDA to 47647
• American Express (Digitas)
• Enable mobile downloads for 15-second video
  contest
• My life my card to mobile.
• Visit http//mlmc.tensecondfilms.com

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Demos and Appendix
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SMS Demos

• SMS Voting and Polling
• SMS Trivia
• SMS Text2Win
• Code Distribution
• Code Check
• Multimedia Delivery
• Ringtones
• Graphics
• Videos

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SMS Voting and Polling
Welcome to Unwired Voting! Who makes the best
cell phones? A. Nokia B. Motorola C. Siemens D.
Sony Ericsson Text UVOTE plus your answer
selection (A,B,C,or D) to 47647 (example to vote
for Motorola, text UVOTE B to 47647)To view
real-time results go towww.unwiredevents.com/mai
n/app?serviceexternal/vote_statussp451acc5397
2221
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SMS Trivia
Welcome to Unwired Trivia ! In what year was the
SMS short-code system established in the USA? A.
2001 B. 2002 C. 2003 D. 2004 Send UTRIVIA plus
your answer (A,B,C,D) to 47647 (e.g. UTRIVIA B
for 2002)
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Text2Win Demos

• Distribute Unique Prize Codes
• To receive your own unique prize code text UWIN
  to 47647
• Distribution of prize codes can also be
  generated by another event. For example, all
  correct answers to a trivia question get a prize
  code in return.
• A mobile coupon system can also be set-up in the
  same manner.
• Checking Unique Prize Codes
• To check if your code is a winner, text UCHECK
  plus your code to 47647 (example UCHECK ABC123)
  
• Prize code check is very popular with in-pack
  promotions (e.g. Pepsi bottle cap) and instant
  win type promotions.
• Code checking can also be used in games like
  guess the secret code or crack the safe.

In this demo, every code that is distributed
via UWIN is a winner when checked. Try different
code with UCHECK to see the no-win response
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Mobile Media Distribution

• Ringtone Text RING to 42349You will receive a
  mobile link in return. Access this link from your
  cell phone (it must be internet-enabled). The ACS
  servers will analyze your phone, convert the
  ringtone, and deliver it to your phone.
• Graphic Text PICT to 42349
• Same as above but with a cell phone
  screensaver/wallpaper delivery instead
• Video Text VIDEO to 42349Mobile link will
  take you to the American Express mobile
  multimedia platform with download options
  available for your cell phone

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• Contact Info
• Stephen Nye
• Vice President, Sales and Marketing
• 866-764-0696 x810
• Stephen.Nye_at_unwiredappeal.com
• Unwired Appeal USA
• Suite 3
• 15 Robinwood Avenue
• Boston MA 02130
• USA
• Phone[phone]
• Fax[phone]

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Wireless Content and Data Services Relationships

• Wireless Carriers
• - Cingular Blue/Orange
• Verizon
• Sprint
• T-Mobile
• Nextel/Boost
• Alltel
• Dobson
• Others

• Customers and Content Providers
• - Media/Entertainment
• Sports Marketing
• Brands
• Enterprise
• Public Services
• Content Producers

Several direct connections

• Network Aggregators
• - mBlox
• m-Qube
• Mobile 365
• Syniverse
• Simplewire
• Others

• Solution Providers
• - WASPs
• System Integrators
• Messaging Service Providers
• Content Aggregators

Turn-key services, end-to-end solutions, High
Value
Resell connections, highly competitive, Low Value
Transaction Flow and PSMS Value Chain
Solution Provider Application receives message
Wireless subscriber Sends SMS to ShortCode
Network Aggregator routes message to Solution
Provider
Wireless Carrier forwards SMS to Network
Aggregator
Solution Provider application responds with
Premium Content
Wireless Carrier forwards Premium SMS to
Subscriber
Network Aggregator routes message to Carrier
Subscriber receives Premium Content
1.99 billed to subscriber 0.90 to
carrier 0.10 to aggregator
1.00 to Solution Provider