Steve Page's presentation at Future of Mobile FOM

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2. Mobile Services – WAP & SMS (UK) ‘ Travel Deals’ WAP API for Search WAP ‘ Travel Deals’ WAP API for Orange Search + ‘PleasureFind’ WAP Off-Portal Search ‘ Routes and Traffic’ i-mode ‘ RoadWatch’ WAP ‘ Traffic & Travel’ WAP ‘ Traffic Near Me’ ‘ Driving Directions’ WAP Travel ‘ RoundTown’ WAP ‘ Thomson Local’ ‘ Store Finder’ WAP SMS ‘ Out&About’ ‘ Find my Nearest’ WAP SMS ‘ ’ ‘ Find&Seek’ ‘ Find&Seek’ WAP SMS Local Search

4. Discovery on UK Mobile Operators Yahoo! Yahoo! None Yahoo! 3 Google Yahoo! None Yahoo announced Google Off-Portal Sponsored Listing Google None Various T-Mobile Yahoo! None MSN/ Screentonic Orange None None 4 th Screen media O2 Google Yahoo! Yahoo! Voda WAP/WEB backfill Text Links Banner Ads Operator

6. One day we started bidding on keywords

7. Click through depends on ads’ position Vodafone T-Mobile Google Orange Google Google Google Yahoo! Yahoo! Service Ad provider Yahoo! oneSearch On-portal results Web or WAP results Sponsored results

8. Cinema search selecting Web results Cinema Search selecting WAP results www.mobile.google.co.uk Search Results using Google mobile.google.co.uk

9. Search Results using Google mobile.google.co.uk Web results WAP results Sponsored results show at bottom of page www.mobile.google.co.uk

10. Vodafone Live! On/off portal results . .

11. Vodafone Live! wap results Links to: www.mobile.google.co.uk

12. Yahoo! oneSearch

13. Yahoo! oneSearch Ad link at the top No sponsored listings

15. Relative importance and ranking of mobile properties (for an advertiser, in priority order) 1 = listings will be seen 10 = a lot of clicks needed to find you N/A 3 1 Yahoo! oneSearch 8 1 N/A Google (wap: mobile) 5 8 1 T-Mobile (Google) N/A N/A 1 Google (wap: classic) 8 3 1 Google (mobile) 1 N/A 5 3 1 2 5 Orange 1 8 1 Vodafone Sponsored Wap backfill Web listings Service

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