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View October 2012 Report MOBILE SMART FUNDAMENTALS MMA MEMBERS EDITION OCTOBER 2012 messaging . advertising . apps . mcommerce www.mmaglobal.com NEW YORK • LONDON • SINGAPORE • SÃO PAULO MOBILE MARKETING ASSOCIATION OCTOBER 2012 REPORT The 2012 Mobile Election In 2008, when Obama was first elected as President, smartphones were just gaining popularity and tablets were R&D blueprints somewhere in Silicon Valley. Fast-forward to 2012, President Obama tweets on average 29 times a day and both parties have mobile apps explaining their policies. The election is a perfect indicator of the power of mobile and how it transformed the campaign process. As reported in VatorNews, one in ten Americans “dual-screened” the presidential debates on their TVs and on their mobile devices. Additionally, 35% of smartphones owners used their mobile device to fact check what was being said during the debates. Fundraising also received a technological face-lift. Obama initiated a mobile messaging campaign to encourage donations via SMS. And both Obama and Romney used Square at fundraising events for people to donate with their credit cards. By the 2016 elections, who knows what type of advancements we will make with mobile. According to a survey conducted by Mojiva, 85% of respondents would consider using their mobile device to vote on Election Day. Imagine mobile voting in a cab or on the treadmill or while you wait for coffee in Starbucks. The impact of mobile on the elections is not only apparent but should serve as inspiration for marketers aiming to move closer to consumers. With mobile, both Obama and Romney made a connection with constituents that was rich, dynamic and contextually relevant. Consumers expect to be engaged on their device-of-choice, so marketers, same as Presidents, must realize the opportunity to venture where the consumers are, and that is with mobile. Move forward with mobile and transform your business. Greg Stuart Global CEO, MMA INTRODUCTION 2 MOBILE MARKETING ASSOCIATION OCTOBER 2012 REPORT Table of Contents EXECUTIVE MOVES 4 PUBLIC COMPANY ANALYSIS 6 M&A TRANSACTIONS 8 FINANCING TRANSACTIONS 10 MMA OVERVIEW 20 HIDDEN RIVER OVERVIEW 22 * Data collected in this issue of Mobile Smart Fundamentals was collected throughout October 1-31, 2012. Greg Stuart Todd Parker CEO, Mobile Marketing Association Managing Director, Hidden River [email protected] [email protected] MOBILE MARKETING ASSOCIATION OCTOBER 2012 REPORT Executives on the Move Name New Company Old Company New Company Summary Date Apptio is a leading independent provider of on-demand Senior Vice President of Engineering/Operations, Senior Vice President of Engineering,EMC/Isilon Brett Helselv Technology Business Management (TBM) solutions for 10/30/12 Apptio Systems managing the business of IT. Crashlytics provides powerful, yet light weight crash Aaron Levie Advisory Board Member, Crashlytics Chief Executive Officer, Box (current position) 10/25/12 reporting for iOS and Android. Vice President & General Manager, Big Fish Big Fish Games is a game development studio and a Chris Williams Vice President of Products and Strategy, PlayFirst 10/22/12 Games game distribution platform for third party developers. Digitas, the top global integrated brand agency, builds Matthew Vice President/Group director to Lead Design, Head of Design, Third Man Records active brands for some of the foremost companies in the 10/22/12 Jacobson Digitas world. GraphEffect is a collaboration platform for social Vice President of Strategic Partnerships, Manager - Preferred Marketing Developers Program, marketers. Fortune 500 brands and agencies use the Adam Gerston 10/18/12 GraphEffect Facebook platform to coordinate their marketing initiatives and measure bottom line impact. Director of Research & Marketing Strategy, AudienceScience is a technology-centric media company Michael Greene Senior Analyst, Forrester Research 10/17/12 AudienceScience focused on the science of online marketing. Senior Vice President of Corporate Development, RealNetworks, Inc. (RealNetworks) is a provider of Ed Belsheim Jr. Wilson Sonsini Goodrich & Rosati 10/16/12 RealNetworks network-delivered digital media products and services. GroupM is the world's number one media investment Worldwide Chief Trading and Accountability Officer, Johan Boserup Global Chief Executive Officer, GroupM Trading management operation, serving as the parent company 10/15/12 Omnicom Media Group to WPP's media agencies. Twist accurately calculates your estimated time of arrival (ETA) by using proprietary algorithm to weed through David Sacks Advisory Board Member, Twist Chief Executive Officer, Yammer (current position) traffic and GPS data in record time. Then the app sends 10/3/12 your family, friends or colleagues updates on your arrival status. Meredith Xcelerated Marketing is a digital and customer relationship marketing agency with the proven ability to Kristi D. Senior Vice President-Chief Digital Officer, Chief Executive Officer, Publicis & Hal Riney create measurable marketing programs that are focused 10/2/12 VandenBosch Meredith Xcelerated Marketing on building customer engagement through the use of content and innovation. Dave Snyder Executive Creative Director, Firstborn Associate Creative Director, Firstborn Firstborn is an independently owned digital agency. 9/24/12 Glympse is a new mobile social service that allows Mikky Anderson Director of Engineering, Glympse Principal Technical Program Manager, Amazon people with GPS enabled smartphones to visually share 9/21/12 their location on a map or satellite image. Braintree powers payments for innovative and high- Aunkur Arya General Manager of Mobile, Braintree Head of Partnerships (Google Wallet), Google 9/21/12 growth mobile and online businesses. Wrapports, LLC is in the business of delivering essential Brandon Copple General Manager, Wrapports, LLC Managing Editor, Groupon and customized content to print, online and mobile 9/21/12 audiences. T-Mobile is a mobile telephone operator headquartered in Bonn, Germany. It is a subsidiary of Deutsche Telekom. T- John Legere Chief Executive Office, T-Mobile Chief Executive Officer, Global Crossing 9/19/12 Mobile has 101 million subscribers making it the worlds sixth largest mobile phone service provider globally. MoPub is a mobile monetization platform that helps Paul Gelb Head of Strategy, MoPub Mobile Practice Lead, Razorfish publishers drive more revenue from advertising and 9/18/12 transactions in mobile. Digitas, the top global integrated brand agency, builds Adam Shlachter Senior Vice President of Media, Digitas Managing Partner, MEC active brands for some of the foremost companies in the 9/18/12 world. Zumobi is a mobile media company that creates Vice President of Publishing and Operations, John Flinn Director of Monetization (MSN), Microsoft innovative applications which run on next generation 9/13/12 Zumobi smartphones and superphones. Source: Thomson Reuters, VentureDeal and Hidden River, LLC * Data collected in this issue of Mobile Smart Fundamentals was collected throughout October 1-31, 2012. EXECUTIVE MOVES 4 MOBILE MARKETING ASSOCIATION OCTOBER 2012 REPORT Executives on the Move Name New Company Old Company New Company Summary Date HasOffers is a Seattle based company that develops performance tracking technology for online advertising Peter Hamilton Chief Executive Officer, HasOffers Chief Marketing Officer, HasOffers campaigns. Their affiliate tracking software allows online 9/5/12 businesses to track and manage their own affiliate programs Lockerz is a leader in rewarded social expression, Mark Stabingas Chief Executive Officer, Lockerz Chief Operating Officer, Lockerz striving to revolutionize the way the world discovers and 8/29/12 consumes product and content. SessionM is a mobile start-up aimed at developers, Chairman and CEO, The Weather Channel David Kenny Board of Directors, SessionM publishers, and advertisers, SessionM’s platform ignites 8/28/12 (Currently Serving) deeper engagement with mobile content and advertising. Yahoo! Inc. (Yahoo!), incorporated in 1995, is a global Internet brand. Yahoo! is focused on creating deeply personal digital experiences that keep more than half a Kathy Savitt Chief Marketing Officer, Yahoo Chief Executive Officer, Lockerz billion people connected to what matters most to them, 8/28/12 across devices and around the globe. Yahoo!’s unique combination of Science + Art + Scale connects advertisers to the consumers who build their businesses. Vice President of Client Solutions, AudienceScience is a technology-centric media company Melissa Walston Sr. Director, Advertiser Solutions, AudienceScience 8/28/12 AudienceScience focused on the science of online marketing. Onswipe is a platform that provides a way for publishers of all sizes to make their content and advertising a Jared Hand Chief Revenue Officer, Onswipe Vice President of Sales, Jumptap 8/23/12 beautiful experience on touch-enabled devices via Web browser. Onswipe is a platform that provides a way for publishers of all sizes to make their content and advertising a Rich Bloom Chief Operating Officer, Onswipe Vice President of Video, AOL 8/23/12 beautiful experience on touch-enabled devices via Web browser. Vice President of Revenue Strategy & Operations, AppNexus is one the most advanced platform for buying Chris Eberle Vice President of Strategic Accounts, AppNexus 8/23/12 Meebo, Inc. real-time online advertising. The Mocean Mobile platform offers publishers, mobile ad Christianne Group Creative Director of Consumer Brands, networks
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