22 July 2009 presentation to existing and prospective members of the MMA local council in South Africa

1. MOBILE MARKETING ASSOCIATION JULY 2009

2. www.mmaglobal.com

3. MMA OVERVIEW Presented by Rick Joubert , Co-Chair, MMA SA www.rickjoubert.com

8. Sample of MMA Global Members

9. MMA South Africa - members 24.com AdMob Inc. Be-Mobile Mobile Services Company (Blue Label) Brandsh Media cc BuzzCity Pte Ltd Multimedia Solutions Celerity Systems (Pty) Ltd (Bulk SMS) Cellsmart Technologies Clickatell Google, Inc. GroupM Habari Group Media Direct Media 24 Microsoft Mobiclicks MobiliTrix SA (Pty) Ltd Mr Price Group Financial Services OgilvyOne Worldwide One Digital Media Praekelt Consulting RingCo T/A Yonder Media SilverstoneCIS TIM w.e. SA Vodacom

13. MMA SOUTH AFRICA WORK PLAN 2009/10 Presented by Ahmed Kajee , Co-Chair, MMA SA

17. Measurement and Effectiveness (Continued) Campaign metrics/standards Mobile Marketing service offerings in SA are varied in many respects and effective tools for measurability are required to ensure widespread adoption and greater uptake of these service. MMA SA has taken on the role of championing this process for the mobile industry at large. All competing media forms, e.g. print, television, radio, etc, have some sort of ROMI (Return on Marketing Investment) measure used to justify costs of marketing to companies using their services. Furthermore, developing a single methodology to calculate ROMI falls in line with the attempt to create industry standards and benchmarks. The table below illustrates this at a high level; Service Type Key Measure Tools Drivers Direct Mobile Marketing Response Rates, CPP DMA SMS/MMS Mobile Internet CTR, Traffic Volume, Inventory OPA WAP, 3G etc Mobile Media Audience Universe, Frequency, Reach etc TAMS, RAMS, AMPS etc Mobile Social Networking, Infotainment, News etc

20. Education (Continued) Training To sustain the growth of the mobile marketing industry, it is imperative that education and training initiatives are conducted to ensure that the skills pool increases so that MMA SA member companies have the resources required to deal with the fast pace of growth in the industry, as well to improve the quality of mobile marketing campaigns conducted by brands and advertisers. The MMA SA will adapt existing and developing MMA materials in this area, as well as aim to develop and endorse mobile marketing courses in partnership with leading educational institutions as follows; • Integrated mobile marketing Modules for Digital/E-Marketing Courses • 3 Day mobile marketing dedicated course • Integrated mobile marketing strategy course for digital/e-marketing courses • Comprehensive 15 Module mobile marketing Term Course The MMA will target as part of its mobile marketing education initiative; • Marketing and advertising students • Marketing and advertising professionals, consultants and practitioners • Digital and e-marketing professionals, consultants and practitioners • Mobile marketing professionals, consultants and practitioners

21. MMA SOUTH AFRICA MEMBERSHIP INITIATIVES Presented by Terry Murphy , General Manager, MMA SA

25. Thank You Rick Joubert: Co-Chair Ahmed Kajee: Co-Chair Terry Murphy: General Manager