Unwired Appeal USA

1

• Unwired Appeal USA
• Interactive Mobile Media Solutions
• Company Overview
• Sample Projects
• Demos

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Presentation Overview

• 1. Unwired Appeal Company Information
• 2. Interactive Services
• - iTV, In-venue, Text2Win, iRadio, Outdoor,
  Direct Mail
• 3. Mobile Multimedia Tie-ins
• 4. Enterprise Messaging
• 5. Demos

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Unwired Appeal?- interactive mobile technology

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

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Unwired Appeal Business Units- full-service
mobile solution partner
Mobile Entertainment
Interactive SMS Solutions

• Ringtones- Wallpapers- Video- Applications

- Voting and Polling- Games- Sweepstakes-
Instant Win- SMS Alerts
SMS Infrastructure
Premium SMS Billing
- Connected to all major wireless carriers-
Rapid Application Deployment

• Mobile Entertainment- Info services-
  Micro-payments- Text2Win

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iTV 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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Rolling Stones - Text2Win A Bigger Bang tour
Sponsored by Radio Shack
Goal Promote Rolling Stones 2006 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
  and enter for a chance to win an all expense
  paid trip to see the final show in Hawaii

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iRadio Mobile VotingRadio Lias 15 Seconds of
Fame for Jones Radio Network

• Goal Increase audience size with interactive
  events
• The Vote
• Lias listeners vote each week on a new song
• Text HIT or MISS to 90430
• Votes tallied and announced each Wednesday night
  during Lias syndicated broadcast

Double-Click on speakers to listen to Lias
radio program
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Outdoor Info 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 Voting Develop a Point of
View Billboard for BBC World and BBDO

• 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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Outdoor Interactive Develop a Point of View
Billboard for BBC World and BBDO
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Mobile Reply Channel for royall company

• Goal Enable immediate reply via SMS to Direct
  Mail campaign
• Direct Mail campaign
• Mailing on behalf of universities to prospective
  students
• Students request more information by texting
  their unique mailing code to 47647
• An auto-reply Thank you message is sent
• Students request is logged in a database and
  cross-referenced with the students name, address,
  and other personal information
• Appropriate reply action is taken (mail, email,
  phone call, etc.)

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Integrated Mobile Media Ringtone Wallpaper
Promotions

• Goal Attract participation from 18-34 target
  demographic
• Disney/BuenaVista and Jambo
• Promote release of Wes Cravens Cursed DVD
• Fans can download custom Howltone for their cell
  phone
• http//cursed.jambomobile.com/
• 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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Integrated Mobile Media 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 podcast to mobile. Text SHOWME
  to 47647
• Visit http//mlmc.tensecondfilms.com

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Enterprise Messaging Customer Notifications
Progressive Direct
Goal Provide an anytime, anywhere, communication
channel for sending account information and
updates to policy holders

• The Progressive SMS Alerts System
• Deployed by Unwired Appeal in April 2006
• Tightly integrated with Progressive Directs
  back-end client database system
• Offers policyholders a choice of SMS Alert
  trigger events(payment status, policy status,
  etc.)

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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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Backup slides
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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