Meshing Programming with Mobile Messaging iHollywood Cable Show 5607 Doug Busk VP Industry Relations

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Meshing Programming with (Mobile)
MessagingiHollywood Cable Show 5/6/07Doug
BuskVP Industry Relations
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Who are we and how did we get here?

• Who is SinglePoint?
• King of connections
• Long history in the space
• Result of a merger between leader in traditional
  (peer-to-peer) messaging and mobile content/iTV
• Wireless Services Corporation (WSC)
• 10 years providing carrier-grade reliability
• Full service, 24/7 Network Operations Center
• Outsourced wireless data services to 24 carriers
• Mobile Media North America (MMNA)
• Introduced Premium SMS (PSMS) to the U.S.
• Pioneer of interactive TV (iTV) mobile campaigns
• Direct connectivity to all Tier 1 carriers
• Put that together and you have
• Leading mobile messaging transport built on a
  foundation of reliability, scalability, and
  transparency
• Empowers customers with provisioning, routing,
  and reporting tools
• Quality, carrier-grade connectivity

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Definitions

• Off-Net Content not branded to the carrier, but
  delivered and billed by the carrier
• On-Net Content branded, billed, and delivered by
  the carrier
• V-Cast Get It Now at VZW
• MediaNet at att
• Common Shortcode The number to which a user
  sends a message to indicate their interest in
  participating in an On- or Off-Net event
• Available in 5 or 6 digit varieties
• Often mirror brand name Send a message to
  G-O-O-G-L-E (46653)
• Can be purchased from USShortcodes.coim

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The Obligatory Ecosystem Slide
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Aggregators The League of Extraordinary
Middlemen

• Aggregators fill a critical role in the Off-net
  and iTV ecosystems in that we
• Provide billing capability to the content
  providers
• Enable connectivity
• Receive and disburse carrier payments
• Handle customer care
• Provide reporting
• Ensure compliance to carrier- and
  industry-standards
• Carriers contract with aggregators, not content
  providers or, in many cases, media companies
• Put another way If you want a messaging campaign
  to work, youre gonna work with one of us
  eventually
• Good News There are plenty of us

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iTV Fastest-Growing Segment of Off-Net

• Off-Net content segment has enjoyed strong growth
• 2x year-over-year at least for four years
• Personalization Ringtones, Wallpaper
• Chat
• Alerts (News, Horoscopes)
• 2006 marked turning point for business
• 1st year Off-Net matched On-Net for gross revenue
• Off-Net segment 1bn
• Estimated iTV was 10 of Off-Net segment
• Fastest-growing segment
• Already on track to double in 2007
• So, theres stickiness and then there is making
  real money

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iTV Voting

• The most traditional form of iTV in the U.S.
• It all started with a little show called
  American Idol
• Spurred by sponsorship of Cingular (now att)
• Invites user to interact with an element of the
  show by selecting from a number of choices
• Usually indicates results within the same show or
  following show
• May or may not be standard- or premium-rated
• Depends upon use of Sweepstakes
• Very frequent on news and reality outlets

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iTV Sweepstakes

• Its where the s at
• Typically premium-rated, i.e. 1.00 entry
• Higher participation accelerated by the use of
  single opt-in clearance at most carriers
• No Do you really want to participate?
• Incents user to participate via the use of cash,
  appearance and product prizes
• Available in Europe for years, popularized by
  Deal or No Deal in the U.S.

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iTV Alerts

• Alerts enable outreach to viewers with
  show-appropriate content and are generally not
  interactive
• Optimal for show previews
• Preferred and ideal for news outlets
• In a ever-growing world of viewing choices,
  alerts draw the user back into the program and
  serve a critical function for time-centric
  content
• With the widespread availability of MMS
  messaging, alerts will see a renaissance in the
  U.S. as the format allows for richer, multimedia
  experience
• MMS can deliver 15 frames/second video for up to
  30 seconds on most carriers

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MIG Tested iTV Solutions

• On May 1, SinglePoint announced a partnership
  with MIG to bring its tested suite of iTV and
  mobile marketing solutions to the U.S.

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iTV No Manual Required (Almost)

• The new generation of iTV interfaces are designed
  for simplicity and ease-of-use

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iTV Deep Reporting

• While the user-interface should focus on
  simplicity, your reporting should provide depth
  and real-time data

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iTV A Few Rules of the Road

• Call-to-Action is King
• If you squeeze it into the credits, your
  participation will suffer
• If sweepstakes, the prize has to be compelling
• Mobile isnt going to pretty up an ugly prize
• Respect the viewer The application has to fit
  the context
• Meet the Press viewers arent big on ringtones
• (BTW Not every show deserves its own ringtone)
• Train the user Constant changes to the campaign
  will confuse and frustrate
• While keeping it fresh Mobile has a shorter
  shelf-life than Web
• New prizes, for example
• Most importantly, integrate (into the broadcast),
  experiment, and adjust

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Thank you

• Doug Busk
• C 202-641-4655
• Email dbusk_at_singlepoint.com