mobilemonday event on sept 21, 2009 on mobile advertising. presenter: Stanley Lee, Ass. to CEO, BD Director, Madhouse

1. Mobile Now!
Sidney Lee, Assistant to CEO, Madhouse Inc.

2. About Us
– Founded in January 2006, Madhouse now has 150+ employees in
Shanghai, Beijing, Guangzhou
6000 5,629
5500
5000
4500
4000 3,589
Founding Member and Board 3500
3000
Director of MMA Asia Pacific
2500
(APAC) 2000
Chairman of Mobile Advertising 1500
Committee APAC, developed 1000 450
and released Mobile Advertising 500 113
0
Guideline APAC 1.0 at 17 Dec 2006 2007 2008 2009 Jan-Aug
2007 Million
Targeted Ad Impressions Served

3. Our Clients and Media Partners
And more… And more… And more…

4. The Madhouse Advantage
Madhouse is China’s Largest and Most Intelligent Mobile Ad Network,
providing cutting-edge, one-stop mobile marketing solutions to bring advertisers
together with mobile media publishers to unleash the power of mobile media and
advertising.
China’s Largest Mobile Industry - Leading Mobile Integrated Mobile Marketin
Ad Network Ad Solutions Provider
– Supports Display (text Serving Platform – Interactive messaging
link /banner), interstitial, – Multi-trait user platform (SMS, MMS,
video and numerous targeting WAP-Push)
other ad formats – Campaign optimization – Mobile website/widget
– Comprises over 75% of – Visual optimization development
China’s total mobile – Frequency caps – Bluetooth broadcasting
internet traffic and – Advanced campaign – 2D Barcode
covers major mobile measurement and – Mobile CRM
media reporting – Cross media integration
– Mobile Survey

5. The Madhouse Approach
We work closely with key ad agencies and publishers to provide comprehensive
mobile marketing solutions for their advertisers.
Reseller
Reseller
Mobile Media Publishers Display Ad Network Agents
Mobile Media Publishers Contextual Ad Network Multi-trait Targeting Agents
• Mobile Websites
• Mobile Websites Video Ad Network Ad Performance SME Advertisers
• Client Software
• Client Software SME Advertisers
Client Media Network Optimization
• Carrier Media
• Carrier Media Message Ad Network Visual Optimization
Frequency Caps
Tracking and
Media
Media
Reporting
Cross Media Resources
Cross Media Resources SMS Interaction Agencies
Agencies
• Traditional Media
• Traditional Media Bluetooth Broadcasting
(Outdoor, Print, Internet,
(Outdoor, Print, Internet, 2D Barcode Brand Advertisers
Brand Advertisers
Packaging, Stores…)
Packaging, Stores…) Cross Media Leverage
• Existing Customer
• Existing Customer Mobile CRM
database Creative Agencies
Creative Agencies
database
* 27 patents pending for MadServing’s proprietary technology in serving and optimizing

6. Awards and Achievements
9 Communications Industry Technology Annual Conference 2007 Star Enterprise Winner
- Innovation Technology Award 2008 - Most Valued Mobile Application Investment
8 Annual Economic Conference of China IT Industry 2007 iResearch New Marketing Award
- Fast Enterprise 2008 of China IT Industry - Best Wireless Advertising Agency of the yea
8 15th China International Advertising Festival - Person of the Year - Online Advertising
- China Media Planning Award 2008 2007 ChinICT - Top ICT Innovators Award
8 The CHINICT Rising Star Award 2007 CIO Asia Awards - Youngest Top 5 Winner
8 China Advertising & Brand Conference 2008 2007 ChinaVenture
- China New Media Contribution Award - The Best Management Team Award
8 New Media Annual Ceremony 2007 AlwaysOn Media Top100 - Youngest Winner
- Most Valuable New Media Award in Advertising 2006 Red Herring Asia 100 - Youngest Winner
7 Business Watch Magazine 2006 Business Watch Magazine
- TOP10 Winner in 100 Fast Company - 100 Fast Company
7 New Media & Marketing Summit China
2006-2007 10 Most Valuable New Media

7. Our Investors
Investors
Strategic Investors

8. Mobile Internet Poised for Continued Growth
and Convergence with Traditional Internet
Mobile phone users
695 mm
Mobile
Internet Users (inc. mobile)
Internet Internet
338 mm155 mm
Total: 338 mm
Source: CNNIC and MII

9. Mobile Internet Users are Relatively Young
and Well-educated…
Similar educational levels to traditional internet users but younger.
Under HS High School
<18 18-24 25-30 31-35 35+
Trade School College & Above
100% 5% 100% 4%
17% 5% 19%
19% 12%
17%
42%
18% 18%
19%
32% 10%
38% 32%
83% 66% 10%
7%
19%
27% 30% 31%
19%
8%
Mobile Traditional China Mobile Traditional China
Internet Internet Internet Internet
Source: iResearch, 2008 Source: iResearch, 2008, National Bureau of
Note: “China” trade school percentage Statistics of China
includes trade school and above

10. …And Much of Growth is Coming from
Increases in Older and Wealthier Users
Almost 2x increase in mobile internet users over 25 and those making
from RMB2,000 to over RMB 5,000 from 2008 to 2009
Under 1000 1000-2000 2000-3000
Under 18 18-24 25-30 31-35 Over 35 3000-5000 Over 5000
0% 4% 100% 2%
3% 3%
5% 9% 7%
15% 10%
% 10% 28%
17% 43% 17%
24% 32%
34%
% 85%
66%
51% 72%
57% 53%
38%
8% 6%
2008 2009 2008 2009
al: 73 mm 155 mm 73 mm 155 mm
Source: iResearch Source: iResearch

11. Mobile Phone Screens Are Continuing to
Become Larger…
Almost 4x increase in 240px screens in 2009 from 2008
Jun-2008 Mobile Internet Phones - Screen Jun-2009 Mobile Internet Phones - Scree
320 Px Other
320 Px Other
240 Px
0.02% 2% 3.8x 1% 1%
128 Px
12% 21%
128 Px
44%
240 Px
46%
176 Px
42% 176 Px
31%
Total: ~73 mm Total: 155 mm
Source: Madhouse market intelligence Source: Madhouse market intelligence

12. …And Mobile Phone Software is Becoming
More and More Powerful…
Convergence toward 5 main mobile operating systems: Nokia, Apple,
Windows, Android, and MTK
Jun-2009 Mobile Operating Systems Jun-2009 Advanced Mobile OS
Symbian
Symbian Windows UIQ Blackberry
Mobile 1.2% 0.4%
60/80/90 iPhone
24% Linux 3% 0.06%
7% Palm
0.02%
Symbian
40
Other 15%
58% Linux
2%
Windows
Mobile
Symbian1.8% Symbian
Blackberry Palm iPhone UIQ 60/80/90
0.10% 0.01% 0.02% 0.3% 89%
Source: Madhouse market intelligence Source: Madhouse market intelligence

13. …Which is Enabling Rich Media Mobile
Advertising
Flash-based ads, as well as those using Javascript, are now tools that
may be used to deliver high-impact advertising.

14. …Which is Enabling Rich Media Mobile
Advertising
Flash-based ads, as well as those using Javascript, are now tools that
may be used to deliver high-impact advertising.

15. Improving Mobile Phones are Enabling New
Technology Such as Augmented Reality
Improving mobile phone technology is enabling development in
augmented reality (AR) technology, which allows users to add a virtual,
interactive element to the real world.

16. Next Generation Mobile Devices will Drive
Rich Media Consumption in China
Next-generation mobile devices are meant for the mobile internet
OPhone iPhone
(China Mobile Google’s Android Phone)

17. Top Internet Players are Beginning to Focus
on the Mobile Internet
Top Portals Top Verticals
4 of the Top 5
mobile internet
players are
[kaixin] internet players
[tudou]
[dianping]
…And out of the top 100 internet sites, 71 had mobile versions
Source: Madhouse market intelligence

18. Integrated Interactive Campaigns are Critical
for Digital Strategies in China
Digital Marketing = Internet + Mobile
Mobile phone users
695 mm
Home
Office Mobile Anytime,
Internet Internet
School 155 mm Anywhere
Internet cafes
Total: 338 mm
Source: CNNIC and MII

19. Mobile Provides Reach, Interactivity, and
Trackability
Mobile is becoming one of the most cost-effective
marketing platforms.
Mobile =
Massive +
Personalized +
Always-on
Interactivity

20. People trust in God…
In Mad We Trust!
…We trust in Mad